Mark Roberge - How HubSpot Scaled Sales Through Science and Social Selling
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Transcript of Mark Roberge - How HubSpot Scaled Sales Through Science and Social Selling
How HubSpot Scaled Sales with Science and Social
SellingMark RobergeChief 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
process
Target prospects that are a good fit
for YOU
Cold call prospects with YOUR
elevator pitch
Push prospects through YOUR sales
process
My Goals in Building the HubSpot Sales Team
Better Buying Using CONTEXTCreate a better buying experience for our customers by understanding their CONTEXT.
Easier Selling Using SCIENCE and TECHNOLOGYEnable 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
1eBook w/ LP / Month
4
Blog Posts / Month
Create Your Content Calendar
1eBook w/ LP / Month
Create Your Content Calendar
4Blog Posts / Month
FB Posts / Month
8
1eBook w/ LP / Month
Create Your Content Calendar
4Blog Posts / Month
FB Posts / Month8
Tweets / month16
1eBook w/ LP / Month
Create Your Content Calendar
4Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1eBook 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
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
One-click “Add to CRM” button
www.getsignals.com
#inbound2013
Modern Sales Prospecting
LTV
/ C
OC
A
Attempt #
LTV
/ C
OC
A
* Data has been altered from actual HubSpot data for the purposes of this presentation.Erin LeadsAll Leads Ollie Leads Ollie Leads
Attempt #
EnterpriseSmall Business Mid Market
Modern Sales Prospecting: Use SCIENCEInstruct 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)
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) 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 Templateshttp://www.getsignals.com/sales-email-templates
2 More on Metrics-Driven Sales Coachinghttp://blog.hubspot.com/sales/secrets-to-metrics-based-coaching-df13-presentation
3 Free modern prospecting tools from the HubSpot
Sales Labswww.getsignals.com
Additional Resources
