How HubSpot Scaled Sales Using Science and Social Selling

1. #INBOUND14
HOW HUBSPOT SCALED SALES WITH SCIENCE AND SOCIAL SELLING
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge

2. SAFE HARBOR
This presentation contains forward-looking statements that are subject to risks and uncertainties. All statements other than statements of historical fact included in this presentation are forward-looking statements. Forward-looking statements give our current expectations and projections relating to our financial condition, results of operations, plans, objectives, future performance and business. All forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially from those that we expected. Any forward-looking statement you see or hear during this presentation reflects our current views with respect to future events and is subject to these and other risks, uncertainties, and assumptions, and therefore are not guarantees of future performance. You are cautioned to not place undue reliance on such forward-looking statements because actual results may vary materially from those expressed or implied. All forward-looking statements are based on information available to HubSpot on this date and HubSpot assumes no obligation to, and expressly disclaims any obligation to, update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.

3. #INBOUND14
xTarget prospects that are a good fit for YOU
xCold call prospects with YOUR elevator pitch
xPush prospects through YOUR sales process
Listen for prospects starting THEIR buy cycle
Engage prospects with THEIR interests
Help prospects through THEIR buying process
Traditional sales teams put THEIR needs ahead of the customer

4. #INBOUND14
I am a data geek.

5. #INBOUND14
BETTER BUYING for Customers using Context
FASTER SELLING for Sales People using Data and Technology
SELL BETTER FASTER

6. #INBOUND14
Modern Demand Generation

7. #INBOUND14
How do YOU buy?
Cold call? Cold Email? Google Search? Social Media?

8. #INBOUND14
Inbound Marketing: Get Found When and Where Prospects are Searching
BLOG
SEO
SOCIAL MEDIA

9. #INBOUND14
“JOURNALISTS hold the keys to the future of sales and marketing”

10. #INBOUND14
Create Your Content Engine

11. #INBOUND14
1
eBook w/ LP / Month
Create Your Content Engine

12. #INBOUND14
4
Blog Posts / Month
1
eBook w/ LP / Month
Create Your Content Engine

13. #INBOUND14
4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month
Create Your Content Engine

14. #INBOUND14
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1
eBook w/ LP / Month
Create Your Content Engine

15. #INBOUND14
4
Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1
eBook w/ LP / Month
Create Your Content Engine

16. #INBOUND14
FASTER Lead Sourcing Using Technology
Available at www.getsidekick.com
Traditional Lead Sourcing
FASTER Lead Sourcing with Sidekick
10 Minutes. 10 Clicks. 1 Lead Sourced
10 Minutes. 10 Clicks. 10 Leads Sourced

17. #INBOUND14
Modern Sales Prospecting

18. #INBOUND14
Traditional 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

19. #INBOUND14
“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
Traditional Sales Prospecting

20. #INBOUND14
“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
Traditional Sales Prospecting

21. #INBOUND14
“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
Traditional Sales Prospecting

22. #INBOUND14
Modern Sales Prospecting: Use CONTEXT
Research
Monitor and React
Modern Prospecting Approach
360 View of a Lead’s Context with Your Company
Available at www.getsidekick.com

23. #INBOUND14
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.getsidekick.com

24. #INBOUND14
Research
Monitor and React
Modern Prospecting Approach
HOW DOES
THAT WORK?
Modern Sales Prospecting: Use CONTEXT

25. #INBOUND14
“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

26. #INBOUND14
“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

27. #INBOUND14
“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

28. #INBOUND14
“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

29. #INBOUND14
(6.4 Million Sales Emails Analyzed)

30. #INBOUND14
Which emails had a higher Open Rate?
Emails with a Subject or No Subject?

31. #INBOUND14

32. #INBOUND14
Which emails had a higher Open Rate?
Emails sent on Monday, Friday, or Sunday?

33. #INBOUND14
Try scheduling prospecting emails on the weekend
Available at www.getsidekick.com

34. #INBOUND14
Modern Sales Prospecting: Leverage Data
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

35. #INBOUND14
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)
FASTER Prospecting Using Technology

36. #INBOUND14
FASTER Prospecting Using Technology

37. #INBOUND14
Modern Prospect Engagement

38. #INBOUND14
Set Sales People Up to be Thought Leaders

39. #INBOUND14
“Modern sales feels more like a Doctor/Patient relationship than a Salesperson/Prospect relationship”

40. #INBOUND14
Thank You!
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge