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Sales Enablement With HubSpot

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Sales enablement requires marketing and sales to work together to best close leads into customers. Here’s how marketing can better empower sales with the most important contact information using HubSpot.

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Sales Enablement With HubSpot

  1. 1. #HUGCLE Sales Enablement
  2. 2. #HUGCLE Keith Moehring VP of Strategic Growth PR 20/20 keith@pr2020.com @keithmoehring
  3. 3. HUGCLE.Slack.com
  4. 4. Sales Enablement in HubSpot
  5. 5. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
  6. 6. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level
  7. 7. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level
  8. 8. MARKETING AND SALES NEED A SHARED UNDERSTANDING OF WHAT A QUALIFIED LEAD IS.
  9. 9. IDEAL CUSTOMER PROFILE A checklist of the most basic attributes someone needs to have in order to be successful as your customer.
  10. 10. • Live in Cleveland • Event with more than 20 people • Limited dietary restrictions Sample B2C Ideal Customer Profile
  11. 11. What are the key traits a person or organization has to have in order to be a good fit for your offering? List them out and turn them into a checklist. Key Traits ~~~~~~~~~ ~~~~~~~~~~~~~ ~~~~~ ~~~~~~~~ ~~~~~~~~~~~~~~~~~
  12. 12. Lead Qualification Matrix GoodFitPoorFit Leads
  13. 13. Lead Qualification Matrix GoodFitPoorFit Leads QUALIFIED UNQUALIFIED
  14. 14. NOT ALL QUALIFIED LEADS ARE READY TO TALK TO SALES.
  15. 15. Lead Qualification Matrix GoodFitPoorFit Sales-Ready Unready
  16. 16. HAND RAISER Someone who explicitly asks to talk to sales.
  17. 17. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready
  18. 18. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING
  19. 19. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES NURTURING NURTURING SALES MARKETING
  20. 20. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING
  21. 21. THE MORE LEADS YOU HAVE, THE HIGHER YOUR LEAD QUALIFICATION STANDARDS CAN BE.
  22. 22. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING
  23. 23. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING
  24. 24. Lead Status Property
  25. 25. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level
  26. 26. CAPTURE THE DATA NEEDED TO IDENTIFY QUALIFIED SALES LEADS AND THEIR SALES READINESS.
  27. 27. Lead Forms
  28. 28. Online Chat
  29. 29. IP Information
  30. 30. HubSpot Insights
  31. 31. THE MORE EDUCATION YOU CAN PROVIDE YOUR PROSPECTS BEFORE THEY MEET WITH SALES, THE MORE QUALIFIED THEY’LL BE WHEN THEY GET THERE.
  32. 32. • What is your product? • How much does your product cost? • Who’s been successful when your product? • What are the common problems with your product? • How does your product compare to your competitors’? • What’s required to be successful with your product? Questions Your Content Should Answer: h/t They Ask You Answer by Marcus Sheridan
  33. 33. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level
  34. 34. Filtered Contact Lists • Who should sales be working with? • When should they work with them? • What action should they take with them?
  35. 35. Sales Notification Emails • Contact details • Form completed • Qualifying information • HubSpot record link
  36. 36. Persona Pain Feature Content VP of Marketing Admin Work Automation Blog Post: “Intro to Workflows” Ebook: “Marketing Automation 101” Content Creation CMS Video: “HubSpot’s CMS” Blog: “What Is a CMS?” Blog: “Why CMS Matters” Content Strategy Ebook: “2018 Content Strategy Guidebook” Video: “Pillar Pages” h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey Content Matrix
  37. 37. Email Templates
  38. 38. Snippets
  39. 39. Lead Scoring Qualification Scores Prioritization Scores 100 points each 1 to 10 points each
  40. 40. 55 8515 255 385115
  41. 41. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level
  42. 42. Email Integration
  43. 43. One-to-One Video
  44. 44. Lead Revisit Notifications
  45. 45. LinkedIn Sales Navigator
  46. 46. LinkedIn Sales Navigator
  47. 47. Playbooks (Enterprise Only) • Interactive guides available on contact record. • Provide sales reps with easy access to all kinds of info. • Collect vital information during calls.
  48. 48. AMA
  49. 49. HUGCLE.Slack.com #SalesEnablement

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