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MASTER THE ART
OF
CONTEXT CONTENT ALIGNMENT
Meet Your Experts:
Kieran Flanagan
International Marketing Director
HubSpot
@searchbrat
Carla Glavonjic
Marketing Manager
LinkedIn
@CarlaGlavonjic
Welcome
Most Popular Most Endorsed
Earliest Adopter Most Connected
Shankar
vishwanath
Phil
Mudge
Emma
Boyd
Michele
Smorgon
Agenda
CONTEXT CONTENT ALIGNMENT
#SocialSelling
1 CONTEXT:
Social Selling.
#SocialSelling
Leveraging your social brand to fill
your pipeline with the right people,
insights and relationships.
Establish a professional presence on
LinkedIn with a complete profile
Create a professional brand
Prospect efficiently with powerful
search and research capabilities
Find the right people
Discover and share valuable information to
initiate or maintain a relationship
Engage with insights
Expand your network to reach prospects and
those who can introduce you to prospects
Build strong relationships
#SocialSelling
Tip: Build a Strong Professional Profile
Add a photo, experience and skills that showcase the brand of YOU
8
LinkedIn Confidential ©2013 All Rights Reserved 9
Tip: Proactively Develop Your Network
Build trusted relationships who can support your professional objectives
#SocialSelling
What do you need to be successful?
2 CONTENT:
Marketing & Sales.
#SocialSelling
“Sales and marketing must have
a unified picture of the funnel.”
@TheSalesLion
Great content is the
best sales tool in
the world.
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
#SocialSelling
Ask Sales
“What are our customers
questions, challenges
and pain points”
Use them to create your
Content Machine !
#SocialSelling
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
#SocialSelling
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
8
FB Posts / Month
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
8
FB Posts / Month
16
Tweets / Month
#SocialSelling
Map that content across your funnel to
make sure you have the right content for
each stage.
Awareness
Evaluation
Purchase
What content do you need to attract your buyer
persona in the awareness stage?
What content will help your buyer persona in the
evaluation stage?
JOIN THE CONVERSATION
#SocialSelling
Sales are a great
source of content
ideas.
3 Marketing & Sales
Alignment.
DEFINE A
SERVICE
LEVEL
AGREEMENT
#SocialSelling
Track the # of Marketing Qualified Leads
Track progress on
these same marketing
qualified events.
Figure out your SLA
€
Demo
€
Trial
€
Contact
Sales
€
IMA
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
#SocialSelling
Define Key Metrics
OWNED BY
MARKETING
Marketing are Empowered
60% of the sales
cycle is over – before
a buyer talks to your
salesperson.
Corporate Executive Board: bit.ly/zub217
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
#SocialSelling
Workable New Leads Dashboard
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Leads Followed Up & Forecast
www.b2bmarketing.net
Frequent Public Transparent
Marketing Shared Dashboards
#SocialSelling
www.b2bmarketing.net
OWNED BY
MARKETING
OWNED
BY SALES
The Handoff Point
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.
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?
Sales Converts Opportunities into
Customers
OWNED
BY SALES
#SocialSelling
Track # of New Customers Generated
Ensure that your
marketing efforts are
bringing in new
customers
[Webinar] Master the Art of Social Selling - APAC
Q&A
#SocialSelling
Carla Glavonjic
Marketing Manager
LinkedIn
@carlaglavonjic
Kieran Flanagan
Marketing Director
HubSpot
@searchbrat

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[Webinar] Master the Art of Social Selling - APAC

Hinweis der Redaktion

  1. AMY So we’ve talked about the bedrock of any successful prospect engagement – CONTEXT, done successfully these social selling skills will help engage prospects at the top of the funnel and accelerate mid funnel opportunities, please get in touch if you or your teams would like further training on engaging with social media or visit sales.linkedin.com for more information. Now, let’s hand over to Kieran at HubSpot who will cover the next two sections on CONTENT and ALIGNMENT, talking us through what you need to be successful to draw prospects and suspects down the funnel and create a sales and marketing partnership you can have confidence in. NEXT SLIDE
  2. [Kieran]: In this section we are going to cover why it’s important for sales and marketing to collaborate on the content you create.   When creating your content marketing plan, it’s important to not only attract people to your website, but you also want to have the right content to turn those people into leads for your sales team and eventually paying customers for the business.
  3. [Kieran]: This really all starts with sales and marketing having a unified picture of the funnel.   Marketing and sales need to have the same view of who their customers are and clear understanding of what their goals and challenges are at each point of the funnel.   They should also have the same view on what are the key metrics across the funnel, which is something we are going to discuss in a later section.
  4. [Kieran] The reason it’s important for sales and marketing to have that unified view of the funnel and collaborate on content is really well summarised by this line – “Great content is the best sales tool in the world”.   This is a quote from Marcus Sheridan. Early HubSpot customer, now partner [tell story].   Content isn’t just something you put out there to attract people to your website, but it’s what helps grow your traffic and convert that traffic into leads and actual sales.
  5. [Kieran] To really help with that alignment on who your customer is and the type of content you should produce from them at each point of the funnel, it’s important that marketing and sales both understand who their buyer personas are.   ** Talk about Marketing Mary, HubSpot’s primary buyer persona.
  6. [Kieran] An easy way to start figuring out the right content plan for your buyer personas is to ask sales – what are your customers top questions, challenges and pain points?   Sales are on the phone everyday with the people who are interested in your product or service. They’ll know things like:   1) What are their most FAQ 2) What are their top challenges 3) What are their most common pain points
  7. [Kieran] An easy way to start figuring out the right content plan for your buyer personas is to ask sales – what are your customers top questions, challenges and pain points?   Sales are on the phone everyday with the people who are interested in your product or service. They’ll know things like:   1) What are their most FAQ 2) What are their top challenges 3) What are their most common pain points
  8. [Kieran] Take a couple of those questions, challenges and pain points each month and answer them by creating lots of different content in different formats.   You can create a really valuable offer that’s going to help you to generate leads for your business, because people are going to fill in a form to get this offer.   The important thing to keep in mind when creating an offer is it needs to feel like a fair exchange. The person is giving you some of their personal details, so in return the offer they get should be really good.   Quality of information is really important.
  9. [Kieran] From that offer you can create a series of blog posts around the same topic.   Each of these blog posts can link back to the offer to make sure you are funnelling people back to your landing page where you can convert this traffic into leads.
  10. [Kieran]   - Talk why marketing should feel empowered looking at this metric. - They are responsible for creating revenue for the business and that’s how they should be measured.
  11. [Kieran] Show this chart as an example. Go through the different metrics.
  12. [Kieran] In HubSpot our marketing team look at metrics that traditionally marketing wouldn’t look at.   This chart tells us about lead quality Helps marketing and sales talk about metrics that matter to both
  13. [Kieran] - Just like marketing have an SLA on leads delivered to sales. Sales have an SLA in the number of times they follow up on high value leads.   - Making sure they are working the leads we generate.
  14. [Kieran] - Frequent: Look at our important metrics everyday. - Public: Make sure everyone has access to these. - Transparent: Don’t hide behind numbers. Marketing know exactly how are different sales reps are performing and sales know how marketing are performing against their key metrics. Helps with accountability between teams.
  15. [Kieran] It’s also important to understand the different hand off points. There should be a clear definition of what a marketing qualified lead is.
  16. [Kieran] - Go through examples of what a marketing qualified lead is
  17. [Kieran] Sales will obviously do some extra qualification to create a sales qualified lead
  18. [Kieran] The bottom part of the funnel is owned by sales
  19. [Kieran] The great thing in HubSpot is marketing and sales can look at the same reports to see performance right across the funnel. Again this helps with alignment between teams as they are talking about the same metrics.
  20. (1) Need to fix background of image