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Mark Roberge - How HubSpot Scaled Sales Through Science and Social Selling
How HubSpot Scaled Sales with
Science and Social Selling
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge
Old School Sales vs. Modern Sales
 Listen for prospects starting THEIR buy
cycle
 Engage prospects with THEIR interests
 Help prospects through THEIR buying
 Target prospects that are a good fit for
YOU
 Cold call prospects with YOUR elevator
pitch
My Goals in Building the HubSpot Sales Team
Better Buying Using CONTEXT
Create a better buying experience for our customers by understanding their
CONTEXT.
Easier Selling Using SCIENCE and TECHNOLOGY
Enable a more efficient sales process for our sales people using SCIENCE and
TECHNOLOGY.
HubSpot Sales Labs is born!
#inbound2013
Modern Sales
Sourcing
6 @markroberge
Inbound Marketing: Get Found When and Where
Prospects are Searching
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1
eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1
eBook w/ LP / Month
Listen for Prospects Entering Buy Cycle
 A Fortune 1000 company visits our website
 A prospect opens a sales rep’s email
 A prospect mentions HubSpot, a
competitor, or an industry keyword in social
media
Use TECHNOLOGY to notify a HubSpot sales person when:
Social Media
Website
Email
Available at www.getsignals.com
Streamline Outbound Sourcing Using TECHNOLOGY
 Search for ”good-fit” prospects online
 Check CRM for existing lead ownership
 Check Hoovers for industry, location, and
revenue
 Check LinkedIn for company connections
 Enter information into CRM
 Search for ”good-fit” prospects online
 Web browser plug-in auto illustrates:
• Whether prospect exists in CRM
• Prospect industry, location, revenue, etc.
• Company connections to prospect in
LinkedIn
 One-click “Add to CRM” button
www.getsignals.com
#inbound2013
Modern Sales
Prospecting
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
Modern Sales Prospecting: Use SCIENCE
Instruct sales reps when and how often to follow up with prospects.
Do not have sales reps guess.
Modern Sales Prospecting: Use TECHNOLOGY
 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)
 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)
www.getsignals.com
Automatically log prospecting activities to CRM.
Instruct sales reps when and how often to follow up with prospects. Do not have sales reps
guess.
#inbound2013
Modern Sales
Management
Implement a metrics-driven sales coaching culture
Morning
Afternoon
1st Day of Month 2nd Day of Month
VP Meets with Director
 Review Skill/Development Plans
for each sales person
Director Meets with Manager
 Review Skill/Development Plans
for each sales person
Manager Meets with Sales Person
 Discuss qualitative performance
 Review individual metrics
 Co-Create Skill/Development Plan
Sales Person / Manager Independent Reviews
 Think through qualitative performance
 Review individual metrics
 Think about Skill/Development Plan
Implement a metrics-driven sales coaching culture
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different
Sales Rep
“Peel Back the Onion” for More Insight
* Data has been altered from actual HubSpot data for the
purposes of this presentation
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio
1 HubSpot Sample Email Sales Templates
http://www.getsignals.com/sales-email-templates
2 More on Metrics-Driven Sales Coaching
http://blog.hubspot.com/sales/secrets-to-metrics-based-coaching-df13-presentation
3 Free modern prospecting tools from the HubSpot Sales
Labs
www.getsignals.com
Additional Resources

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Mark Roberge - How HubSpot Scaled Sales Through Science and Social Selling

  • 2. How HubSpot Scaled Sales with Science and Social Selling Mark Roberge Chief Revenue Officer - HubSpot @markroberge
  • 3. Old School Sales vs. Modern Sales  Listen for prospects starting THEIR buy cycle  Engage prospects with THEIR interests  Help prospects through THEIR buying  Target prospects that are a good fit for YOU  Cold call prospects with YOUR elevator pitch
  • 4. My Goals in Building the HubSpot Sales Team Better Buying Using CONTEXT Create a better buying experience for our customers by understanding their CONTEXT. Easier Selling Using SCIENCE and TECHNOLOGY Enable a more efficient sales process for our sales people using SCIENCE and TECHNOLOGY. HubSpot Sales Labs is born!
  • 6. 6 @markroberge Inbound Marketing: Get Found When and Where Prospects are Searching Blog SEO Social Media
  • 8. Create Your Content Calendar 1 eBook w/ LP / Month
  • 9. 4 Blog Posts / Month Create Your Content Calendar 1 eBook w/ LP / Month
  • 10. Create Your Content Calendar 4 Blog Posts / Month FB Posts / Month 8 1 eBook w/ LP / Month
  • 11. Create Your Content Calendar 4 Blog Posts / Month FB Posts / Month 8 Tweets / month 16 1 eBook w/ LP / Month
  • 12. Create Your Content Calendar 4 Blog Posts / Month FB Posts / month 8 Tweets / month 16 1 eBook w/ LP / Month
  • 13. Listen for Prospects Entering Buy Cycle  A Fortune 1000 company visits our website  A prospect opens a sales rep’s email  A prospect mentions HubSpot, a competitor, or an industry keyword in social media Use TECHNOLOGY to notify a HubSpot sales person when: Social Media Website Email Available at www.getsignals.com
  • 14. Streamline Outbound Sourcing Using TECHNOLOGY  Search for ”good-fit” prospects online  Check CRM for existing lead ownership  Check Hoovers for industry, location, and revenue  Check LinkedIn for company connections  Enter information into CRM  Search for ”good-fit” prospects online  Web browser plug-in auto illustrates: • Whether prospect exists in CRM • Prospect industry, location, revenue, etc. • Company connections to prospect in LinkedIn  One-click “Add to CRM” button www.getsignals.com
  • 16. 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 Modern Sales Prospecting: Use SCIENCE Instruct sales reps when and how often to follow up with prospects. Do not have sales reps guess.
  • 17. Modern Sales Prospecting: Use TECHNOLOGY  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)  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) www.getsignals.com Automatically log prospecting activities to CRM. Instruct sales reps when and how often to follow up with prospects. Do not have sales reps guess.
  • 19. Implement a metrics-driven sales coaching culture Morning Afternoon 1st Day of Month 2nd Day of Month VP Meets with Director  Review Skill/Development Plans for each sales person Director Meets with Manager  Review Skill/Development Plans for each sales person Manager Meets with Sales Person  Discuss qualitative performance  Review individual metrics  Co-Create Skill/Development Plan Sales Person / Manager Independent Reviews  Think through qualitative performance  Review individual metrics  Think about Skill/Development Plan
  • 20. Implement a metrics-driven sales coaching culture * Data has been altered from actual HubSpot data for the purposes of this presentation Each Color Represents a Different Sales Rep
  • 21. “Peel Back the Onion” for More Insight * Data has been altered from actual HubSpot data for the purposes of this presentation Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio
  • 22. 1 HubSpot Sample Email Sales Templates http://www.getsignals.com/sales-email-templates 2 More on Metrics-Driven Sales Coaching http://blog.hubspot.com/sales/secrets-to-metrics-based-coaching-df13-presentation 3 Free modern prospecting tools from the HubSpot Sales Labs www.getsignals.com Additional Resources

Notes de l'éditeur

  1. ----- Meeting Notes (8/19/13 11:51) -----include blogging, social media, content, SEOSwitch marketing to the left: Big RevealNew School Marketing | Old School Sales
  2. Animate. One quote at a time center. Slowly fills up slide.
  3. Animate. One quote at a time center. Slowly fills up slide.
  4. Animate. One quote at a time center. Slowly fills up slide.
  5. Animate. One quote at a time center. Slowly fills up slide.----- Meeting Notes (8/19/13 11:51) -----small business, mid market, enterprise
  6. Animate. One quote at a time center. Slowly fills up slide.----- Meeting Notes (8/19/13 11:51) -----small business, mid market, enterprise