1. Predictable, Scalable Revenue Growth
3 Best Practices Used in HubSpot Sales and Marketing
SNEEF
December 8th, 2011
Mark Roberge
HubSpot
@markroberge

2. #1. Embrace a Metrics-Based
Management Style

3. What Actions Influence Leads to Become Sales?
Requested a Demo
What behaviors Downloaded BP White Paper
are most Subscribed to Company Blog
influential in
Visited Pricing Page
Mentioned company on Twitter
converting Downloaded Mobile App
prospects into Visited CEO Bio Page
customers? Called Support
Mentioned competitor on Twitter
Submitted “Contact Us” Form
Visited Success page
Subscribed to eNewsletter
Fan company Facebook Page
Downloaded ISO Webinar
Visited Awards Page
* Data has been altered from actual HubSpot data
for the purposes of this presentation
3 @markroberge

4. How Many Leads Should Marketing Create Each Month?
 Create points goal
 Hold Marketing
accountable daily
• MTD Rejected New Lead Rate (target < 5%): 4.6%
• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
• MTD % Leads from B2B >1K employees (target > 20%): 23%
4 * Data has been altered from actual HubSpot data for the purposes of this presentation

5. Why Do Some Sales People Outperform Others?
Each Color
Represents a
Different
Sales Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation

6. 3.11
“Peel Back the Onion” to Diagnose Skill Deficiencies
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio
* Data has been altered from actual HubSpot data for the
purposes of this presentation

7. How Many Times Should a Sales Person Call a Lead?
8
6
LTV / COCA
4
2
0
1 3 5 7 9 11 13
Attempt #
All Leads 1-10 employees 11-25 employees
26-50 employees 51+ employees
* Data has been altered from actual HubSpot data for the purposes of this presentation

8. Hold Sales Accountable to the Behavior You Want
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
8

9. #2. Create a Culture of Coaching and
Development

10. Create a Culture of Coaching and Development
 Train sales people as
consultants/experts. Give
them hands on experience
where possible.
 Listen to film of live calls
 Hold managers accountable to coaching
 Diagnose the highest priority skill deficiency of each person
 Devise and execute a coaching plan to address it
10 @markroberge

11. #3. Maximize Inbound Leads

12. Do YOU Want to be “Targeted” or “Educated”?
OUTBOUND INBOUND
800-555-1234
Annoying
Salesperson
12 @markroberge

13. Growth of Leads After Inbound Marketing Adoption
Source: http://www.hubspot.com/roi/

14. Inbound Lead Generation Idea
Repurpose webinar content into
blog articles and tweets
14 @markroberge

15. Inbound Lead Generation Idea
Repurpose survey results into
blog articles and tweets
15 @markroberge

16. Inbound Lead Generation Idea
 Blog articles, eBooks, etc. written by professionals
 $15 - $20 per blog article
 7,800 writers, 3,900 buyers, 170,000 titles purchased

17. The HubSpot Story
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
17 @markroberge

18. See How You Are Doing and How You Can Improve
Grade your entire
marketing funnel NOW!
Marketing.Grader.com

19. QUESTIONS
Mark Roberge
VP of Sales, HubSpot
@markroberge