This presentation teaches sales reps how to identify the active buyers in your pipeline and prioritize them over the passive ones. This presentation is one class in HubSpot Academy's free sales training course. You can enroll in the course here: http://hubs.ly/H0496w20

1. Inbound Sales Certification
Brought to you by HubSpot Academy
CLASS 02
Identify: Prioritizing Active Buyers Over
Passive Buyers
Professor: Jill Fratianne

2. 1
WHAT IS THE
IDENTIFY STAGE AND
WHY IS IT IMPORTANT?

3. Identifying the right business
opportunities from the start
can be the difference of your
business thriving or failing.

5. Listen to the market to
identify the buyers that are
active in a buying journey
INBOUND
vs
Purchase lists and search
online networks, then
aimlessly call these leads
LEGACY
IDENTIFY

6. Practice social selling to
proactively identify more buyers
entering the buying journey
INBOUND
vs
Fail to identify which buyers have
started their journey and fail to
engage with these buyers first
LEGACY
IDENTIFY

7. The majority of buyers have already started their buying journey
before engaging with salespeople.

8. Listen to the market to
identify the buyers that are
active in a buying journey
INBOUND
vs
Purchase lists and search
online networks, then
aimlessly call these leads
LEGACY
IDENTIFY

9. Practice social selling to
proactively identify more buyers
entering the buying journey
INBOUND
vs
Fail to identify which buyers have
started their journey and fail to
engage with these buyers first
LEGACY
IDENTIFY

10. If inbound salespeople choose to reach out to
passive buyers who haven’t started their journey,
they identify context for the buyer before moving to
the Connect stage.

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12. 2
HOW DO
INOUND SALESPEOPLE
IDENTIFY LEADS?

13. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

14. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

15. • Are there company sizes that are ideal or not ideal? Do you define
size as employees, revenue, customers, or another metric?
• Are there industries/verticals that are ideal or not ideal?
• Are there geographic locations that are ideal or not ideal?
• Are there other attributes of your buyer’s customer that make the
buyer ideal or not ideal?
QUESTIONS TO CONSIDER WHEN
DEFINING YOUR IDEAL BUYER PROFILE

16. Ideal Buyer Profile: Technology and healthcare companies with
less than 10,000 employees
Buyer Personas: Various roles involved in the buying decision
at those companies
EXAMPLE BUYER PROFILE VS. BUYER
PERSONA

17. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

18. STEP 1
Listen for active buyers

19. • Inbound leads
• Inbound companies
• Trigger events
FORMS OF ACTIVE BUYERS

20. • Inbound leads
• Inbound companies
• Trigger events
FORMS OF ACTIVE BUYERS

21. An important aspect of buyer context is
timing.

22. 1. Configure your website to send inbound leads to your CRM in real-time.
2. Create a view in your CRM to view all new inbound leads. Have the
CRM alert you via email or other mediums when a new inbound lead
is generated.
3. If the inbound lead fits your Ideal Buyer Profile, move the lead to the
enrichment step of the Identify process and then to the Connect
stage immediately.
4. If the inbound lead does not fit your Ideal Buyer Profile, move the lead
to “unqualified” status. These leads should no longer exist in the new
inbound lead view.
HOW TO IDENTIFY INBOUND LEADS

23. • Inbound leads
• Inbound companies
• Trigger events
FORMS OF ACTIVE BUYERS

24. Modern technology enables you to identify
the company from which an anonymous
visitor originates.

25. 1. Find the contact at the company that is the most likely buyer of
your solution.
2. Create a new lead in your CRM with this contact and company.
3. Move the lead to the enrichment step of the Identify process and then
to the Connect stage immediately.
IF A COMPANY FITS YOUR IDEAL
BUYER PROFILE:

26. • Inbound leads
• Inbound companies
• Trigger events
FORMS OF ACTIVE BUYERS

27. In the same way that the internet has
empowered buyers with more
information, it has also empowered
salespeople with more
information.

28. • A mention by a potential buyer in social media of your company or a
competitor’s company
• A mention in social media by a potential buyer of a keyword or hashtag
aligned with your value proposition
• A social media post or blog post by a potential buyer
• A press release about the buyer (i.e. raising capital, expanding offices,
earning results, etc.)
• A job ad by the buyer relevant to your solution area
• A new role or new executive hired by the company
EXAMPLE TRIGGER EVENTS

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30. STEP 2
Practice social selling

31. Not only will you develop your
personal brand with your buyers,
but you will also identify
additional leads to pursue.

32. • Find the people on Twitter that your prospects follow and share their
content to your followers.
• Find the LinkedIn groups in which your prospects are active and engage
in these groups.
• Find the blogs that your prospects read. Share these posts on Twitter,
LinkedIn, and other sites where your prospects are.
• Publish to your company’s blog.
SOCIAL SELLING TECHNIQUES

33. STEP 3
Proactively identify passive buyers

34. Inbound sales is
not limited to
inbound leads.
Inbound sales is about basing
the entire sales process on the
buying journey and personalizing
the sales experience to the
buyer’s context.

35. 1. Conduct an advanced search in LinkedIn filtering on the attributes of your Ideal
Buyer Profile.
2. Sort through the results. Look for contacts at companies that match your Ideal Buyer
Profile that you are connected to through a person you know reasonably well.
3. Once you find a contact that meets this criteria, add the contact and company to
your CRM. Note the common connection.
4. Move the lead to the enrichment step of the Identify process and then to the
Connect stage.
HOW TO LEVERAGE COMMON CONNECTIONS

36. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

37. Enriching the lead with both
demographics as well as
interest data is critical
toward understanding the
lead’s context and
personalizing the sales
experience accordingly.

38. • Information provided by the buyer in the lead form
• The content the buyer has consumed from your company
• The conversion event of the lead
• The lead nurturing emails the buyer has received and which emails were opened
• The source through which the buyer found your website
• Relevant commentary observed in the buyer’s social media presence, or content they’ve
produced or was produced about them
• Public information you can find about the company from 3rd parties
• Relevant information you can find about the company by speaking with their employees,
customers, vendors, or partners
COMMON ENRICHMENT DATA AROUND THE
BUYER’S INTERESTS

39. • Title or role
• Industry
• Size of company
• Geographic location
• Longevity of the contact with the company
COMMON ENRICHMENT DATA AROUND THE
BUYER’S DEMOGRAPHICS

40. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

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42. EXAMPLE COMPANY #13

43. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

44. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

45. 1. Have a sales team
2. In the technology and healthcare industries
3. Based in the U.S.
4. Less than $100 million in revenue
TYRE RECRUITING IDEAL BUYER
PROFILE

46. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

47. CHECK FOR NEW INBOUND LEADS

48. CHECK FOR INBOUND COMPANIES

49. CHECK FOR TRIGGER
EVENTS
• Search the major job boards
• Indeed
• LinkedIn
• CareerBuilder
• Monster
• The Ladders
• Skim through TechCrunch for news
about new funding

50. CONDUCT AN ADVANCED SEARCH IN
LINKEDIN FOR COMMON CONNECTIONS

51. IDENTIFY
PASSIVE COMPANIES
• Third-party data source
• Location
• Revenue
• Industry

52. 1. Define your Ideal Buyer Profile.
2. Identify leads that match your Ideal Buyer Profile.
3. Enrich the lead with buyer context.
INBOUND IDENTIFY PROCESS

53. • Industry
• Number of employees
• Revenue
• City
• State
• Company Twitter handle
• URL of company blog
• Company LinkedIn page
DEMOGRAPHIC INFORMATION ABOUT
THE LEAD’S COMPANY

54. • Head of Sales
• CEO/President
• Head of Recruiting
IDENTIFY CONTACTS FOR
EACH COMPANY

55. • Visit source
• Lead conversion form data
• Conversion event(s)
• Web pages visited
• Blog articles visited
• Emails received
• Emails opened
INTEREST DATA ABOUT
THE LEAD AND COMPANY

56. • Regularly read a few sales hiring blogs in their target industries and
comment on new articles - Selling Power Magazine blog at http://
blog.sellingpower.com/ looking for articles on sales hiring and recruiting.
• Belong to and monitor LinkedIn Groups related to sales recruiting - Sales
Gravy LinkedIn group, which has over 30,000 members, looking for
conversations about sales recruiting they can add value to.
• Follow thought leaders in their space in Twitter and retweet interesting
comments - they follow @cafepharma, a content aggregator for
pharmaceutical and medical sales professionals.
• Set a goal to submit one guest post per quarter to their company’s blog.
IDENTIFY STAGE FOR TYRE RECRUITERS
15 hours per week identifying and connecting with leads
5 hours per week social selling

57. EXAMPLE COMPANY #24

58. • B2B professional services firms only
• Law, accounting or other specialized firms (excluding
insurance, real estate and design/marketing firms)
• Mid sized: 10 to 200 employees
• Northeastern United States
COGROW IDEAL BUYER PROFILE

59. They not only generate 350 new inbound
leads per month, they’ve built up a database
of about 8,000 opt-in contacts. Using
marketing automation software to nurture
contacts via email, their website and online
retargeting advertising, they also generate
50 marketing qualified leads each
month.

60. NEW INBOUND LEADS VIEW

61. RECENTLY REVISITED LEADS VIEW

62. CoGrow Marketing is actively involved in
very targeted marketing efforts.

63. • LinkedIn
• Website visitors
HOW COGROW IDENTIFIES COMPANIES
WHO FIT THEIR IDEAL BUYER PROFILES

64. HUBSPOT’S PROSPECTS VIEW

65. • LinkedIn
• Website visitors
• Trigger events (Newsle)
• Blog subscription (feedly)
HOW COGROW IDENTIFIES COMPANIES
WHO FIT THEIR IDEAL BUYER PROFILES

66. • New hires
• The promotion of associates to new partners
• Opening of new offices
• Expansion of the new practice into speciality areas
COGROW SCANS BLOGS LOOKING FOR:

67. Because CoGrow Marketing is always
giving referrals, they are in a very
good position to ask for them.

68. 1. Find demographic information about the company and add it to the CRM
2. Identify contacts for each company and add them to the CRM
3. Add demographic information to the CRM for each contact
HOW COGROW ENRICHES THE LEAD

69. 1. Find demographic information about the company and add it to the CRM
2. Identify contacts for each company and add them to the CRM
3. Add demographic information to the CRM for each contact
HOW COGROW ENRICHES THE LEAD

70. • Industry
• Number of employees
• City
• State
• Company Twitter handle
• URL of company blog
• URL of company LinkedIn page
COMPANY DEMOGRAPHIC INFORMATION

71. 1. Find demographic information about the company and add it to the CRM
2. Identify contacts for each company and add them to the CRM
3. Add demographic information to the CRM for each contact
HOW COGROW ENRICHES THE LEAD

72. 1. Find demographic information about the company and add it to the CRM
2. Identify contacts for each company and add them to the CRM
3. Add demographic information to the CRM for each contact
HOW COGROW ENRICHES THE LEAD

73. • Name
• Phone number and extension
• Email address
• Title
• Years with the company
• Twitter handle
• LinkedIn profile
CONTACT DEMOGRAPHIC INFORMATION

74. • Visit source
• Lead conversion form data
• Conversion event(s)
• Web pages visited
• Blog articles visited
• Emails received
• Emails opened
DATA AUTOMATICALLY ADDED TO THE
CRM FOR CONVERTED CONTACTS

75. THANK YOU.
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