Master the Art of Social Selling with HubSpot and LinkedIn

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MASTER THE ART OF CONTEXT CONTENT ALIGNMENT

Transcript of Master the Art of Social Selling with HubSpot and LinkedIn

Page 1: Master the Art of Social Selling with HubSpot and LinkedIn

MASTER THE ART OF

CONTEXT CONTENT ALIGNMENT

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1 CONTEXT: Social Selling.

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Leveraging your social brand to fill your pipeline with the right

people, insights and relationships.

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Establish a professional presence on LinkedIn with a complete profile

Create a professional brand

Prospect efficiently with powerful search and research capabilitiesFind the right people

Discover and share valuable information to initiate or maintain a relationshipEngage with insights

Expand your network to reach prospects and those who can introduce you to prospects

Build strong relationships

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Create a Professional BrandAdd a photo, experience and skills that showcase the brand of YOU

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Find the Right PeopleBuild trusted relationships who can support your professional objectives

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Engage With InsightsShare ideas through status updates, and participate in groups

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What do you need to be successful?

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2 CONTENT: Marketing & Sales.

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“Sales and marketing must have a unified picture of the

funnel.”

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”“@TheSalesLion

Great content is the best sales tool in the world.

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MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life

easier• Learn inbound marketing best practices• Easier reporting to sales and CEO

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Alignment Across Funnel

LeadsGenerate the right Traffic and Leads

PipelineConvert a higher rate into opportunities

Sales

More happy, successful customers

Traffic

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Collaborate with Sales

Leads

Pipeline

Sales

Traffic

Work with sales to understand they content they need.

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JOIN THE CONVERSATION

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What’s your customers top 30 FAQ questions?

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Use them to create your content machine !

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1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

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1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

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1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

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1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

16Tweets / Month

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Sales are a great source of content ideas.

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3 Marketing & Sales Alignment.

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DEFINE A SERVICE LEVEL AGREEMENT

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Track the # of Marketing Qualified Leads

Track progress on these same marketing

qualified events.

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Figure out your SLA

Demo

Trial

Contact Sales

IMA

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Define Key Metrics

Leads

The # of new leads you bring in.

Pipeline

The # of leads you qualify for sales follow-up.

Sales

The number of leads who convert into customers.

Identify the metrics essential for sales & marketing success

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Define Key Metrics

OWNED BY MARKETING

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Marketing are Empowered

60% of the sales cycle is over – before a buyer talks to your salesperson.

Corporate Executive Board: bit.ly/zub217

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a. Visits per channel

b. Leads per channel

c. Visit-to-lead ratio per channel

d. Lead-to-customer ratio per channel

Track Leads Across Different Sources

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Workable New Leads Dashboard

http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

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Leads Followed Up & Forecast

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www.b2bmarketing.net

Frequent Public Transparent

Marketing Shared Dashboards

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www.b2bmarketing.net

OWNED BY MARKETING

OWNED BY SALES

The Handoff Point

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www.b2bmarketing.net

Examples of Marketing Qualified Leads:

Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK.

A contact at a company in the UK who filled out the form to request a sales demo or started a trial.

A contact at a company whose role makes him/her a decision maker, e.g. Director.

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www.b2bmarketing.net

Examples of Sales Qualified Leads:

Is the contact a primary decision maker?

Do they have a defined project?

Do they have a budget?

Do they have a defined time frame?

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Sales Converts Opportunities into Customers

OWNED BY SALES

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Track # of New Customers Generated

Ensure that your marketing efforts

are bringing in new customers

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