How to Automate the Most Boring Parts of Sales

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Using HubSpot's automation tools to update properties, lead assignments, lead follow-ups, task creation, alerts, win-back campaigns, and more. MTR Marketing and HubSpot team up for this engaging and informative presentation

Ventes

How to Automate the Most
Boring Parts of Sales
Shane Wiley

Customer
Trainer
Started
Dec 2018
Harry Potter
First-Timer
Hi, I’m
Shane Wiley
swiley@hubspot.com
Connect with me!
Visit: hubspot.com/training

WORKFLOWS
What are the two main
components of a workflow?

Enrollment
● Defines what records are included
● Defines a trigger for when to begin
Action
Action
Action
Timeline
of Actions
WORKFLOWS
What are the two main
components of a workflow?

BORINGOMETER
WAITING AT
THE DMV
SITTING IN
A PARK

SET CONTACT/COMPANY PROPERTY
Sales Territory à Zone A
à
ENROLLMENT
ACTION

COMPANY DEAL TICKET
CONTACT
First Name:
Leslie
Email:
leslie@pawnee.gov
Contact Owner:
Sonny Day
Name:
City of Pawnee
Industry:
Government
Company Owner:
Sonny Day
Name:
City Hall Roofing
Amount:
$5000
Deal Owner:
Sonny Day
Name:
Double billed in Aug
Category:
Billing
Ticket Owner:
Starla Beam
PROPERTIES PROPERTIES PROPERTIES PROPERTIES

METHODS TO
DISTRIBUTE LEADS
Set Contact Property
Contact Owner
Rotate Leads
- OR -
LOCATION
INDUSTRY
COMPANY SIZE
TYPE OF CUSTOMER
PRODUCT OF INTEREST
PREFERRED LANGUAGE
DISTRIBUTE BY:
[Sales Pro/Ent]

ATTEMPT 3
ATTEMPT 1
ATTEMPT 2
AFTER 6 DAYS
AFTER 4 DAYS
NAVIGATION: AUTOMATION → SEQUENCES
CREATE A
SEQUENCE
Automate Until a Contact Responds

NAVIGATION: AUTOMATION → SEQUENCES
CREATE A
SEQUENCE
Automate Until a Contact Responds
ATTEMPT 3
AFTER 4 DAYS
ATTEMPT 3
AFTER 4 DAYS
ATTEMPT 2
ATTEMPT 1
AFTER 6 DAYS
TASK
CHANGE LEAD STATUS TO:
LOST INTEREST
AFTER 5 DAYS
CALL CONTACT
AFTER 6 DAYS
TASK

• Contact replies / sends an email
• Contact books a meeting
• Manual unenrollment
Contact or Company
• Unsubscribing from sales emails
• Email address bounces
• Sender is no longer a user
Example: Sonny leaves Solar Boost
How do contacts
leave a sequence?
WHEN:

ENGINEER ONSITE SCHEDULED ENGINEER ONSITE COMPLETED BLUEPRINTS APPROVED
Mini Solar Panels for Prospect Park
Amount: $100,000.00
Close date: April 10, 2020
Mini Solar Panels for Prospect Park
Amount: $100,000.00
Close date: April 10, 2020
Ask yourself, “Should this deal
stage change trigger . . .
● A task
● A property change?
● An internal email?
● An external email?
● A slack message?

Send blueprints to prospect
High
Blueprints

DEAL STAGE
AUTOMATION
Navigation:
Settings à Objects à Deals à Pipelines à Automation

Want to trigger off more
than just Deal Stage?
Build a Deal-Based Workflow!
Build your trigger logic
Define your actions

Example:
Inactive Deals Notification
Notify Deal Owner
Trigger workflow when:
● A deal’s stage hasn’t changed in a while
● A deal’s ‘close date’ has far passed
● The deal has been open longer than usual
*Be sure to unenroll Closed-Won and Closed-Lost deals using the Settings

WINBACK
MARKET TO YOUR LOST DEALS
OR OPPORTUNITIES

DEAL / OPPORTUNITY
REJECTION PROCESS
LEAD
MARKETING
QUALIFIED
LEAD
SALES
QUALIFIED
LEAD
OPPORTUNITY CUSTOMER
A DEAL IS
CLOSED WON

DEAL PROPERTIES
MUST BE
ADDED TO
HUBSPOT
MANUALLY.

REPORT AND
AUTOMATE
BASED ON CLOSED-LOST REASON

SADOMETER
LOST
POINT-OF-CONTACT
MANAGEMENT

LOST
POINT-OF-CONTACT
MANAGEMENT
SADOMETER

CHAMPION
LEFT COMPANY
à
ACTION: TASK
Determine New Company
Create new contact or company
Determine if already customer
Connect with previous champion
SALES REP
ENROLLMENT:

Celebrate Instead!
Use the Slack Integration

Automation we’ve discussed:
• Simplifying properties
• Lead Assignment
• Sequences for Follow-up
• Deal Stage Automation
• Stale Deal Alert Automation
• Winback Automation
• Lost Point of Contact Opportunities
• Deal win Slack Automation

THANK YOU
V i s i t w w w. h u b s p o t . c o m / t r a i n i n g
f o r m o r e l i v e t r a i n i n g s !

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How to Automate the Most Boring Parts of Sales

1. How to Automate the Most Boring Parts of Sales Shane Wiley

2. Customer Trainer Started Dec 2018 Harry Potter First-Timer Hi, I’m Shane Wiley swiley@hubspot.com Connect with me! Visit: hubspot.com/training

3. WORKFLOWS HubSpot’s Automation Tool

4. WORKFLOWS What are the two main components of a workflow?

5. Enrollment ● Defines what records are included ● Defines a trigger for when to begin Action Action Action Timeline of Actions WORKFLOWS What are the two main components of a workflow?

6. BORINGOMETER SITTING IN A PARK

7. BORINGOMETER WAITING AT THE DMV SITTING IN A PARK

8. BORINGOMETER UPDATING PROPERTIES

9. BORINGOMETER UPDATING PROPERTIES

10. TERRITORY ASSIGNMENT

11. SET CONTACT/COMPANY PROPERTY Sales Territory à Zone A à ENROLLMENT ACTION

12. BORINGOMETER LEAD ASSIGNMENT

13. BORINGOMETER LEAD ASSIGNMENT

14. COMPANY DEAL TICKET CONTACT First Name: Leslie Email: leslie@pawnee.gov Contact Owner: Sonny Day Name: City of Pawnee Industry: Government Company Owner: Sonny Day Name: City Hall Roofing Amount: $5000 Deal Owner: Sonny Day Name: Double billed in Aug Category: Billing Ticket Owner: Starla Beam PROPERTIES PROPERTIES PROPERTIES PROPERTIES

15. METHODS TO DISTRIBUTE LEADS Set Contact Property Contact Owner Rotate Leads - OR - LOCATION INDUSTRY COMPANY SIZE TYPE OF CUSTOMER PRODUCT OF INTEREST PREFERRED LANGUAGE DISTRIBUTE BY: [Sales Pro/Ent]

16. BORINGOMETER Following-Up With Leads

17. BORINGOMETER Following-Up With Leads

18. ATTEMPT 3 ATTEMPT 1 ATTEMPT 2 AFTER 6 DAYS AFTER 4 DAYS NAVIGATION: AUTOMATION → SEQUENCES CREATE A SEQUENCE Automate Until a Contact Responds

19. NAVIGATION: AUTOMATION → SEQUENCES CREATE A SEQUENCE Automate Until a Contact Responds ATTEMPT 3 AFTER 4 DAYS ATTEMPT 3 AFTER 4 DAYS ATTEMPT 2 ATTEMPT 1 AFTER 6 DAYS TASK CHANGE LEAD STATUS TO: LOST INTEREST AFTER 5 DAYS CALL CONTACT AFTER 6 DAYS TASK

20. • Contact replies / sends an email • Contact books a meeting • Manual unenrollment Contact or Company • Unsubscribing from sales emails • Email address bounces • Sender is no longer a user Example: Sonny leaves Solar Boost How do contacts leave a sequence? WHEN:

21. BORINGOMETER CREATING TASKS

22. BORINGOMETER CREATING TASKS

23. ENGINEER ONSITE SCHEDULED ENGINEER ONSITE COMPLETED BLUEPRINTS APPROVED Mini Solar Panels for Prospect Park Amount: $100,000.00 Close date: April 10, 2020 Mini Solar Panels for Prospect Park Amount: $100,000.00 Close date: April 10, 2020 Ask yourself, “Should this deal stage change trigger . . . ● A task ● A property change? ● An internal email? ● An external email? ● A slack message?

24. Send blueprints to prospect High Blueprints

25. DEAL STAGE AUTOMATION Navigation: Settings à Objects à Deals à Pipelines à Automation

26. BORINGOMETER STALE DEAL ALERT

27. BORINGOMETER STALE DEAL ALERT

28. Manage Your Stale Deals/Opportunities.

29. Want to trigger off more than just Deal Stage? Build a Deal-Based Workflow! Build your trigger logic Define your actions

30. Example: Inactive Deals Notification Notify Deal Owner Trigger workflow when: ● A deal’s stage hasn’t changed in a while ● A deal’s ‘close date’ has far passed ● The deal has been open longer than usual *Be sure to unenroll Closed-Won and Closed-Lost deals using the Settings

31. WINBACK MARKET TO YOUR LOST DEALS OR OPPORTUNITIES

32. DEAL / OPPORTUNITY REJECTION PROCESS LEAD MARKETING QUALIFIED LEAD SALES QUALIFIED LEAD OPPORTUNITY CUSTOMER A DEAL IS CLOSED WON

33. DEAL PROPERTIES

34. DEAL PROPERTIES MUST BE ADDED TO HUBSPOT MANUALLY.

35. REPORT AND AUTOMATE BASED ON CLOSED-LOST REASON

36. SADOMETER LOST POINT-OF-CONTACT MANAGEMENT

37. LOST POINT-OF-CONTACT MANAGEMENT SADOMETER

38. CSM

39. CSM CHAMPION

40. CSM CHAMPION LEFT COMPANY

41. CHAMPION LEFT COMPANY à ACTION: TASK Determine New Company Create new contact or company Determine if already customer Connect with previous champion SALES REP ENROLLMENT:

42. CHAMPION CSM

43. CHAMPION SALES REP CUSTOMER!

44. YOU WORKED MANY MONTHS FOR THAT DEAL!

45. HOW IT SHOULD FEEL TO CLOSE YOUR DEAL

46. WHAT ACTUALLY HAPPENS

47.

48. Celebrate Instead! Use the Slack Integration

49. Automation we’ve discussed: • Simplifying properties • Lead Assignment • Sequences for Follow-up • Deal Stage Automation • Stale Deal Alert Automation • Winback Automation • Lost Point of Contact Opportunities • Deal win Slack Automation

50. FINISHED

51. THANK YOU V i s i t w w w. h u b s p o t . c o m / t r a i n i n g f o r m o r e l i v e t r a i n i n g s !

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