Mark Roberge (CRO, Hubspot) - How Hubspot Scaled Sales with Science and Social Selling Visit SalesHacker.com for more sales hacks, tips, and tactics.

1. How HubSpot Scaled Sales with
Science and Social Selling
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge

2. Old School Sales vs. Modern Sales
 Listen for prospects starting THEIR buy cycle
 Engage prospects with THEIR interests
 Help prospects through THEIR buying process
 Target prospects that are a good fit for YOU
 Cold call prospects with YOUR elevator pitch
 Push prospects through YOUR sales process

3. 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!

4. #inbound2013
Modern Demand
Generation

5. 5 @markroberge
Inbound Marketing: Get Found When and Where
Prospects are Searching
Blog SEO Social Media

6. Create Your Content Engine

7. Create Your Content Calendar
1
eBook w/ LP / Month

8. 4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

9. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month

10. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
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. 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

13. Find New Leads to Call in Seconds
 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
Coming Soon to www.getsignals.com

14. #inbound2013
Modern Sales Prospecting

15. Old School 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

16. “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
Old School Sales Prospecting

17. “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
Old School Sales Prospecting

18. “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
Old School Sales Prospecting

19. Modern Sales Prospecting: Use CONTEXT
Research
Monitor and React
Modern Prospecting Approach
360 View of a Lead’s Engagement with Your Company
Available at www.getsignals.com

20. 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.getsignals.com

21. Research
Monitor and React
Modern Prospecting
Approach
HOW DOES
THAT WORK?
Modern Sales Prospecting: Use CONTEXT

22. “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

23. “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

24. “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

25. “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

26. 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.

27. CRM that works for Sales. Not Sales that works for CRM.
 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)
Available at 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.

28. #inbound2013
Modern Sales Management

29. 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

30. 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

31. “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

32. 32 @markroberge
Hire Sales People Using SCIENCE

33. #inbound2013
Modern Lead Engagement

34. A lways
B e
C losing

35. Always Be Closing
ALWAYS BE
HELPING

36. Train Sales to “Live” in your Prospects’ World

37. Set Them Up to be Thought Leaders

38. #inbound2013
Inbound Sales feels more like a
Doctor/Patient relationship than
a Sales/Prospect relationship

39. 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 HubSpot’s Scalable, Predictable Revenue Growth
http://www.slideshare.net/HubSpot/2013-1017-sales-hacker-conference
4 Free modern prospecting tools from the HubSpot Sales Labs
www.getsignals.com
5 Download this presentation from my twitter stream @markroberge
https://twitter.com/markroberge
Additional Resources

40. Questions?
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge