vancouver hug hubspot crm
TRANSCRIPT
HUG Vancouver
INBOUND SALES Enablement
A collaboration by HUGs, HubSpot Academy, HubSpot Sales Team
and Versio2
© 2016, Versio2 Digital Marketing Ltd.Twitter: @Versio2
P R E S E N T E R
Co-leader, Vancouver HUG
Managing Partner
Versio2 Digital Marketing Ltd.
Stephan Burckhardt
Agenda
1) What it Is
2) How It’s Used 3) How it Works 4) Panel & Experiences
5) More Q&A
What It Is1
Inbound sales transforms sales to match the way people buy.
..so how do they buy today?
What Most CRMs Look Like
If reps don’t adopt’s, everything stops.
70% of CRM implementations fail
What a CRM Should Look Like
Guess where Hubspot fits?
10,000+ WEEKLY ACTIVE USERS
1M+ EMAILS SENT OR LOGGED
190,000+ DEALSCREATED
May 2015
Hubspot CRM Adoption (one year ago)
HubSpot’s Sales Products
CRM Basics – Contacts, Companies, Deals, Tasks
Notifications & Inbox Productivity Tools
Templates, Calling, Documents, Prospecting, Connections, Sequences
HubSpot CRM Sidekick Sidekick For Business
Free200+ Notifications $10/mo
$50/user/month FreeNo Limits on Users, Storage, Time
Companies looking to adopt their first CRM,
Companies looking to simplify their process
Good Fits for HubSpot CRM
In development, not (yet) 100% solved:
- Custom object types
- Team hierarchy
- Complex workflows
When to Adopt?
- Multiple people touch data, but lack context about interaction history
- No one central place where all can access details on leads & customers
- Difficulty tracking the sales opportunities & forecasting performance
How It’s Used2
Changing our Mindset
1. Focus on buyer not seller.
2. Personalize sales experience to buyer’s context.
If the salesperson can’t add value beyond the information buyers can find on their own, they have no reason to engage with the salesperson.
BUYER’S JOURNEY
CONNECT > EXPLORE > ADVISE
CONNECT
Inbound salespeople lead with a message personalized to the buyer’s context.
Legacy salespeople use generic pitches and entice the buyer with a discount.
CONNECT
1. Define your personas
2. Define your sequences for each persona
3. Define the outreach content for each sequence
HOW TO SET UP CONNECT STRATEGY
CONNECT
SEQUENCES Ask yourself:
1. Which mediums will we use to reach out to each persona?
2. When will you reach out? 3. If you don’t connect the first time,
how many times do you try again?
CONNECT
SEQUENCES Ask yourself:
1. Which mediums will we use to reach out to each persona?
2. When will you reach out? 3. If you don’t connect the first time,
how many times do you try again?
CONNECT
OUTREACH CONTENT
Personalize the entire sales experience to the
buyer’s context: ● Type of organization the buyer is in
● Who the buyer is within that organization
● The stage the buyer is at in their buying journey
EXPLORE
Guide an exploratory conversation so that you’re in control while empowering your prospect to make the right decisions.
EXPLORE
This framework helps you position your products and services
as a solution to your buyer’s unique challenges.
ADVISE
Inbound sales serve as translators
between the generic messaging on your
company website and the
unique needs of your buyer.
How It Works3
Method #1: Use HubSpot Marketing
Getting Data Into HubSpot CRM
HubSpotMarketing
HubSpot Database
HubSpotCRM Both systems share one
underlying database. No syncing, no integrations to set up – it just works.
Method #2: Import Data from Elsewhere
Getting Data Into HubSpot CRM
Import Contacts, Companies, Deals & Tasks via CSV. Create custom properties to hold any kind of data.
Method #3: Adding Records via Sidekick
Getting Data Into HubSpot CRM
Log in CRM creates a new contact & associated company record when one doesn’t already exist
Method #3: Adding Records via Sidekick
Getting Data Into HubSpot CRM
Add to HubSpot button - add contacts & companies from the web or from your inbox
Method #4: Other Integrations
Getting Data Into HubSpot CRM
Our API is free. Connect hundreds of apps with Zapier.
Texan example
Ownership in HubSpot CRM
Every record can have an assigned owner. Ownership cascades down to associated records.
Ownership in HubSpot CRM
Choose which users see everything, and which users see only the records they own.
Deal Stages
Sales Can Use Marketing Data
Reps can use marketing data to surface the best leads to follow up with.
Sales Can Use Marketing Data
Reps can tailor their approach based on a prospect’s interests and behavior.
Marketing Can Use Sales Data
Marketers get access to data on sales that they canuse to segment.
Marketing Can Use Sales Data
Marketers can leverage their tools tosupport the sales process
Our Panel4
CRM Benchmarks
● Brianna Blaney, TPD
● Sean Hougan, Bonzai Intranet
● Jeff Pelletier, Basetwo Media
● Stewart X, Uklipz
CRM Panelists
● How are you using the tool?
● What do you dislike and like about it (ease-of-use, features,
mobile UX, analytics, integration with marketing)?
● How does it compare to other tools you've used or evaluated?
● What are some of the things to look for when evaluating this
and other CRMs?
● What tips do you have for current users?
Panelist Questions
Q&A5
Check it out here: hubspot.com/crm
Learn more about
Inbound Sales
Thank You!