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How HubSpot Scaled Sales Using Science and Social Selling

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How HubSpot Scaled Sales Using Science and Social Selling

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How HubSpot Scaled Sales Using Science and Social Selling

  1. 1. #INBOUND14 HOW HUBSPOT SCALED SALES WITH SCIENCE AND SOCIAL SELLING Mark Roberge Chief Revenue Officer - HubSpot @markroberge
  2. 2. SAFE HARBOR This presentation contains forward-looking statements that are subject to risks and uncertainties. All statements other than statements of historical fact included in this presentation are forward-looking statements. Forward-looking statements give our current expectations and projections relating to our financial condition, results of operations, plans, objectives, future performance and business. All forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially from those that we expected. Any forward-looking statement you see or hear during this presentation reflects our current views with respect to future events and is subject to these and other risks, uncertainties, and assumptions, and therefore are not guarantees of future performance. You are cautioned to not place undue reliance on such forward-looking statements because actual results may vary materially from those expressed or implied. All forward-looking statements are based on information available to HubSpot on this date and HubSpot assumes no obligation to, and expressly disclaims any obligation to, update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.
  3. 3. #INBOUND14 xTarget prospects that are a good fit for YOU xCold call prospects with YOUR elevator pitch xPush prospects through YOUR sales process Listen for prospects starting THEIR buy cycle Engage prospects with THEIR interests Help prospects through THEIR buying process Traditional sales teams put THEIR needs ahead of the customer
  4. 4. #INBOUND14 I am a data geek.
  5. 5. #INBOUND14 BETTER BUYING for Customers using Context FASTER SELLING for Sales People using Data and Technology SELL BETTER FASTER
  6. 6. #INBOUND14 Modern Demand Generation
  7. 7. #INBOUND14 How do YOU buy? Cold call? Cold Email? Google Search? Social Media?
  8. 8. #INBOUND14 Inbound Marketing: Get Found When and Where Prospects are Searching BLOG SEO SOCIAL MEDIA
  9. 9. #INBOUND14 “JOURNALISTS hold the keys to the future of sales and marketing”
  10. 10. #INBOUND14 Create Your Content Engine
  11. 11. #INBOUND14 1 eBook w/ LP / Month Create Your Content Engine
  12. 12. #INBOUND14 4 Blog Posts / Month 1 eBook w/ LP / Month Create Your Content Engine
  13. 13. #INBOUND14 4 Blog Posts / Month FB Posts / Month 8 1 eBook w/ LP / Month Create Your Content Engine
  14. 14. #INBOUND14 4 Blog Posts / Month FB Posts / Month 8 Tweets / month 16 1 eBook w/ LP / Month Create Your Content Engine
  15. 15. #INBOUND14 4 Blog Posts / Month FB Posts / month 8 Tweets / month 16 1 eBook w/ LP / Month Create Your Content Engine
  16. 16. #INBOUND14 FASTER Lead Sourcing Using Technology Available at www.getsidekick.com Traditional Lead Sourcing FASTER Lead Sourcing with Sidekick 10 Minutes. 10 Clicks. 1 Lead Sourced 10 Minutes. 10 Clicks. 10 Leads Sourced
  17. 17. #INBOUND14 Modern Sales Prospecting
  18. 18. #INBOUND14 Traditional Sales Prospecting “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/27 at 3 PM #1
  19. 19. #INBOUND14 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #1: 5/27 at 3 PM #2 Traditional Sales Prospecting
  20. 20. #INBOUND14 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/1 at 4 PM #3 Traditional Sales Prospecting
  21. 21. #INBOUND14 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #3: 6/1 at 4 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/4 at 3 PM #4 Traditional Sales Prospecting
  22. 22. #INBOUND14 Modern Sales Prospecting: Use CONTEXT Research Monitor and React Modern Prospecting Approach 360 View of a Lead’s Context with Your Company Available at www.getsidekick.com
  23. 23. #INBOUND14 Research Monitor and React Modern Prospecting Approach Social Media Website Email Modern Sales Prospecting: Use TECHNOLOGY Enable sales reps to monitor prospects’ activities across social, web, and email Available at www.getsidekick.com
  24. 24. #INBOUND14 Research Monitor and React Modern Prospecting Approach HOW DOES THAT WORK? Modern Sales Prospecting: Use CONTEXT
  25. 25. #INBOUND14 “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM #1 Modern Sales Prospecting: Use CONTEXT
  26. 26. #INBOUND14 “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” Voicemail #1 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I found a case study of one of our customers in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM #2 Modern Sales Prospecting: Use CONTEXT
  27. 27. #INBOUND14 “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I found a case study of one of our customers in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” 6/1 at 12 PM #3 Modern Sales Prospecting: Use CONTEXT
  28. 28. #INBOUND14 “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I found a case study of one of our customers in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” 6/1 at 12 PM 6/4 at 10 AM “Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume that generating more leads through social media in 2013 is no longer a priority. Call me anytime if things change.” #4 Modern Sales Prospecting: Use CONTEXT
  29. 29. #INBOUND14 (6.4 Million Sales Emails Analyzed)
  30. 30. #INBOUND14 Which emails had a higher Open Rate? Emails with a Subject or No Subject?
  31. 31. #INBOUND14
  32. 32. #INBOUND14 Which emails had a higher Open Rate? Emails sent on Monday, Friday, or Sunday?
  33. 33. #INBOUND14 Try scheduling prospecting emails on the weekend Available at www.getsidekick.com
  34. 34. #INBOUND14 Modern Sales Prospecting: Leverage Data LTV COCA Attempt # LTV / COCA * Data has been altered from actual HubSpot data for the purposes of this presentation. Erin Leads All Leads Ollie Leads Ollie Leads Attempt Enterprise Small Business Mid Market
  35. 35. #INBOUND14 Leave prospect voice mail Copy and paste email template. Manually personalize. Send prospect email Log voice mail in CRM (3 clicks) Log email in CRM (3 click) Schedule next attempt (w/o SCIENCE) (4 clicks) Leave prospect voice mail Send prospect email. Template available in email client and automatically personalized. Voice mail auto logged in CRM (0 clicks) Email auto logged in CRM (0 click) Next attempt scheduled (w/science) (0 clicks) FASTER Prospecting Using Technology
  36. 36. #INBOUND14 FASTER Prospecting Using Technology
  37. 37. #INBOUND14 Modern Prospect Engagement
  38. 38. #INBOUND14 Set Sales People Up to be Thought Leaders
  39. 39. #INBOUND14 “Modern sales feels more like a Doctor/Patient relationship than a Salesperson/Prospect relationship”
  40. 40. #INBOUND14 Thank You! Mark Roberge Chief Revenue Officer - HubSpot @markroberge

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