The next step in driving Revenue & growing your business with Inbound Marketing

MD & Director of Sales, HubSpot EMEA

Christian

Kinnear

Over achieve on

revenue targets

growth.Sales team hits 100%+

Drive sales

followup

Hit monthlyleads goal

Hit monthlytraffic goal

Drive sales

followup

Hit monthlyleads goal

Hit monthlytraffic goal

MARKETING

TO SALESNumber and quality of leads required to hit

company revenue goals

SALES TOMARKETINGSpeed and depth

of lead follow-up that makes economic sense

@BenCotton | #GrowWithHubSpot | @HubSpot

Companies with strong sales and marketing alignment achieve

annual growth rate

20%


Compared to a

for companies with poor alignment

declinein annual revenue

4%


12

4

3

5

BUILDING A GROWTH MACHINE

Calculatethe Marketing Side

DetermineBusinessGrowth

Calculatethe SalesSide

Set up Marketing SLA Reporting

Set up Sales SLA Reporting

Changing your positionsand your approach

to make your customer’s needsyour ultimate priority.

Part 1: The Role of Marketing in Growth.

Let’s go back to 1965.

Dear Coach:

Next fall will your cross country team be wearing the best shoe possible?

It will only if it is outfitted in TIGER- - the best brand of flats in the world.

Two models are designed especially for cross country:

1. TG-22 Road Running shoe- -built to take punish- ment. There is an extra sponge cushion under the

ball of the foot.

2. TG-4 Marathon shoe- -lightest quality flat made. This is the shoe that finished 2-3-4-5-6- in the Olympic marathon and 1-2-3-5-6 at the Boston Marathon. Available in quantity for the first time in the United States in August 1965.

Jim Grelle has been working out in the marathon shoe this spring and he calls it “really great.”

Bill Bowerman at Oregon said, “If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I’d have a fight on my hands.” Each model sells for $7.95, TIGER is not only better- -it’s less expensive, As one runner said, “The only people who will be left wearing German shoes will be either uninformed or idiots.”

You are no longer uninformed.

Very truly yours, Philip K. Knight

Good positioning & social proof

Testimonials?

Introspective opening

Fast forward to 2016.

86% skip TV ads

91% unsubscri

be

200Mon the

Do Not Call list

44% of direct mail is never opened

Buyers are getting better at screening you out!

60%of the sales cycle is over –

before a buyer talks to your salesperson.

Source: Corporate Executive Board

Cold CallingCold Emails (SPAM)Advertising

OUTBOUND

InterruptionSeller-centric

Calling with ContextRelevant EmailsContent & Free Tools

INBOUND

AttractionBuyer-centric

3XCompanies are

3x as likely to see higher ROI

on inbound marketing

campaigns.

€18Kis the average companies save

per year by investing in

inbound marketing vs outbound.

54% more leads are generated by

inbound tactics than traditionalpaid marketing.

1. Not Enough Awareness

2. Not Enough Conversions

3. Not Enough Revenue


Increase in conversions

Increase in awareness

Increase in revenue


Content Distribution

Every piece of content is an opportunity toget found.

Build a real audience for your business


Most businesses will give up here.


Most businesses will give up here.

And miss out on all of this…

This is the type of leverage that you get by doing inbound.


1. Not Enough Awareness1. Not Enough Awareness


3. Not Enough Revenue

What’s a conversion?

ValueE.g. an ebook

Personal infoand permission

Your customers don’t want to feel likethey are part of the crowd.

They have differentchallenges and goals.

2. Not Enough Conversions2. Not Enough Conversions


3. Not Enough Revenue3. Not Enough Revenue

Increase in revenue


Increase in conversions

Increase in revenue

What does your sales team need to increase revenue?

Leads

A simple* shift in mindset can transform your entire marketing and sales operation.

*simple, not easy

Part 2. The Role of Sales in Growth.

Today’s buyer has all the power.

A legacy sales process is centeredaround the way salespeople sell,

instead of how people buy.

Qualify and closing a prospect ASAP!!

Salespeople’s focus:

Using (purchased) demographic dataApplying brute force and generic messagingWith generic demos and case studies

The same old tactics just don’t work.

How have sales teams responded?

By finding ways to increase their throughput.

...but more of the same emails & callsusually doesn’t equate to better

results.

Turns out you can’t justautomate crappy sales and

marketing.

An inbound sales process iscentered around the buyer's actions instead of the salesperson’s process.

Salespeople start with inbound interest, using context to connect.

Sales and marketing work hand in hand together, creating a seamless experience for buyers.

The Inbound Sales Methodology

Behavioural insights for all Contacts

Part 2. The Power of Combining Sales & Marketing

Marketing Sales+

Form Conversion

Email Nurturing

Form Conversion

MQL Event (Demo Request)

Sales Call

Sales Call

Form Conversion

Rotate Lead to Sales

Email Nurturing

Old Conversion Path

New Conversion Path!

Create Meetings links

Add links to 1:1 sales emails

Meeting Booked

Create buyer personas

Add links to email nurturing

Blue = SalesOrange = Marketing

Meeting Booked

Use Meeting Links in Automated Emails

From: John Piccirillo < >Date: Wed, Oct 30, 2016 at 5:03 PMSubject: I’m a new HubSpot customer - had a great sales experienceTo: [email protected]

Christian,

I asked Alan McNamara to give me your email. We just purchased Hubspot today and the sales process was excellent.

Alan did a great job understanding our needs, demo-ing the product, providing resources and references and working on the deal terms. He was patient and yet kept the transaction moving.

I deal with a lot of sales people and tech sales people and Alan ranks among the best in my experience. He’s a real credit to your team and to the HubSpot brand. I am sure you know all this but it’s always nice to get some good customer feedback.

All the best, we’re looking forward to the on boarding, have a happy New Year

John

mailto:[email protected]



Thanks!

The next step in driving Revenue & growing your business with Inbound Marketing

Marketing

Transcript of The next step in driving Revenue & growing your business with Inbound Marketing