Marketing agencies are increasingly being asked by clients to help generate more and better leads for their sales teams. Yet, very few agencies are equipped to even talk to their clients' sales and marketing management teams about these needs. Very few agencies have experience generating leads online, let alone helping sales and marketing teams function together as one unified team with common goals and mutual accountability. In this recorded webinar, you'll learn how to help clients align sales and marketing processes, goals and messaging.

1. How to Help Your Clients Align Sales & Marketing
Messaging, Processes & Goals
Partner Program Webinar Series
January 2010
Peter Caputa IV Mark Gibson
Partner Program Manager Principal, Advanced Marketing
Twitter: @pc4media Concepts, HubSpot Certified Partner
pcaputa@hubspot.com Twitter: @rmarkgibson

2. Your Participation, Feedback, Questions are Welcome
• This webinar is for prospective and current HubSpot
Partners/Resellers.
• Please use the GotoMeeting Chat to ask questions.

3. Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
Generation
• Marketing Helping to Improve Sales
Productivity
• Sales Providing Closed Loop Feedback
for Marketing Improvement
• HubSpot’s Partner Program

4. What’s HubSpot?
• Inbound marketing software + training
• Over 2,000 customers in 2 years
• 120+ employees
• Doubling investment in software w/ new
funding round of 16M

5. Proven ROI, Industry Recognition
Case Studies
Cilk Arts Increases Leads 500%, Makana Solutions
3x Leads, 2x Conversions
www.HubSpot.com/ROI
Awards
http://www.hubspot.com/internet-marketing-awards
Press
http://www.hubspot.com/blog

6. We Wrote the Inbound Marketing Book
“Should You Buy the Book? Yes. Get this book. You’ll get a
roadmap of what to do. No matter what kind of business you have --
the public is increasingly going online. On the Web they are looking for
products and services to buy; reading reviews and recommendations of
other people; and becoming part of online communities that increase
their loyalty to the businesses that create such communities. Inbound
Marketing will help you put it all together”
- Anita Campbell, Small Business Trends
www.inboundmarketing.com/book

7. Inbound Marketing Methodology
Process Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Target Convert • Landing Pages
• Nurture • Email
• Lead Intelligence
• Lead Mgmt
• Analytics

8. Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
Generation
• Marketing Helping to Improve Sales
Productivity
• Sales Providing Closed Loop Feedback
for Marketing Improvement
• HubSpot’s Partner Program

9. How Important is your client’s Message?
1. Not Important
2. Fairly important
3. Very Important
4. Extremely Important

10. How Clear is your Message?
Jan-10
10

11. What is Sales & Marketing Messaging Alignment?
Alignment?
A methodology and set of practices
Marketing Messaging
Buyer Needs
Sales Conversations
Jan-10
11

12. Why?
Relative Efficiency
100%
Manufacturing Process
Marketing Process
Sales Process
0
CSO Insights 2007 Sales Performance Optimization Survey

13. The Problem: Sales and Marketing Silos
13

14. Marketing Communicates @ 30,000’
Jan-10
14

15. Salespeople Communicate at 2-3 feet
2-
Jan-10
15

16. Salespeople can’t translate 30,000ft. Message
Average Sales Ramp-time = 9.5 months*
Ramp-
Average quota achievement =<50%*
=<50%*
CSO Insights Sales Performance Optimization 2009 Survey
Jan-10
16

17. Visitors can’t understand it
MEGA
Marketing Home I Services I Case Studies I Contact
Next-generation marketing
services - helping companies
develop cutting-edge, World-
class marketing; to achieve
Industry-leading market and
brand positioning, and improve
marketing ROI

18. Website Effectiveness Poll
How well do your clients Websites convey unique value?
1. Not very effective
2. Somewhat effective
3. Effective
4. Very Effective

19. Chief Sales Officer Top 5 Sales Priorities - 2009
Enhancing Lead-gen
Improving Rep Access to
Key info
More Closely Aligning Sales
& Marketing
Percentage
Revising our Sales Process
Enhancing Sales team
Communicaiton
0 10 20 30 40
CSO Insights 2009 Sales Performance Optimization Survey

20. Introducing: The Sales Effectiveness/Effort Grid
C
Easy to do, high
LOW
Sales Messaging impact, lowest cost
Blitz Campaigns
& SPIFS
Sales Collaboration
Effort to Implement
Sales Process Mapping
Sales Training Event
SKM
CRM
ERP
High
LOW High
Impact on Sales Effectiveness
CSO Insights: Sales Performance Optimization - 2008 Survey Results
Jan-10 20

21. What have Leaders in SMA achieved?
Quota achievement 25% more proposals
up 20%. * result in a sales.*
• Superior at up-selling, cross-selling, new product launches *
* CSO Insights Sales Performance Optimization 2008 Survey
* CSO Insights Sales Performance Optimization 2008 Survey

22. Sales & Marketing Alignment Leaders Outperform
5 times better at CXO access, Avoiding excessive discounting
Avoid excessive discounting
Access CXO levels
Average SMA Leaders
* CSO Insights Sales Performance Optimization 2008 Survey
Jan-10
22

23. Poll Question
What is your key client’s primary source
of new leads?
1. Industry Contacts
2. Social Network sites
3. Referrals from Satisfied Clients
4. Inbound inquiries
5. Leads sourced from Telesales, cold
calls

24. Sales - Marketing Alignment (SMA) Process
Target Buyer
Messaging
Buyer Relevant
Architecture
Persona Messaging
Markets Capability Mapping Big Idea
Buyer Roles Framing Questions Positioning Pillars
Goals, needs Qaulification questions Win-Themes
Industry issues Buyer-vision questions Buyer Relevant Messaging
Barriers, problems Relevant Proof-points Proof Points
Impact of issues Solution summary Solution Summary
Elevator Pitch
Jan-10 -Copyright AMC- 2004-2009
24

25. STEP 1. Identify target buyer personas
What is their role?
What are their goals?
What do they care about?
What’s stopping them?
Where do they hang out?
- Confidential - AMC SMA
Jan-10
25
v2.1

26. STEP 2. Match Capabilities to needs
2.
Buyer Goals/Needs
Effective Solutions
Your Capabilities
- Confidential - AMC SMA
Jan-10
26
v2.1

27. Step 3. Create Messaging Templates

28. Step 3a.Create Buyer-Persona
Target Buyer Chief Marketing Officer, VP Marketing
Goal Generate quality leads
Complications, PPC leads getting expensive, don't understand how to
barriers, industry use Marketing 2.0 tools, value proposition unclear,
issues unfocused targeting, investing in wrong programs,
Weak lead flow, poor quality leads, Sales blaming
Impact of issues marketing, sales doing lead generation, problems
on buyer raising funding, products fail to achieve potential,
Corporate death, get sold, get fired,

29. Step 3b. Capability Matching
Target Buyer Chief Marketing Officer, VP Marketing
Goal Generate quality leads
Capability/Win Theme
By identifying buyer persona
and how products are used to
create value, messages around
capabilities engages interested
buyers and increases lead-flow
Creating one messaging
versionand sales tools that can
be reused across the company
creates clarity and congruence
Capturing proof points from
successful clients and
integrating them into Sales
conversation and Marketing
Messaging creates credibility

30. Step 3C. Diagnostic Questions
Target Buyer Chief Marketing Officer, VP Marketing
Goal Generate quality leads
Capability/Win Theme Diagnostic Questions Buyer Vision Questions
By identifying buyer personas How well do you think Would it be help in lead
and how products/services are your messaging generationif your messaging
used by them to create value connects with buyer was aligned around how
engages interested buyers and needs? buyersuse your
increases lead-flow products/servicesto create
Creating one messaging value?
versionand sales tools that can Do you have any Wouldn’t it be great if you
be reused across the company issues with multiple had a single version of the
creates clarity and congruence messages in use truth and everyone used it
Capturing proof points from across the business? and improved it over time?
successful clients and Are your customer Would it help you generate
integrating them into Sales success stories all leads if relevant customer
conversation and Marketing documented and success stories were
Messaging creates credibility available to your available to prospects and
30
prospects and field?
© 2004-2010 Advanced known by your sales team?
Marketing Concepts Ltd.

31. Step 3d. Add Relevant Proof Point
Success Situation: AMC client announced a new product to supplement
Story existing offerings and wanted to generate leads and market buzz
Complication: Product-centric Website, Traditional PR
placements ineffective, PPC ineffective, few inbound leads,
Resolution:
1. Sales and Marketing Alignment Workshop
• Identify buyer persona,
• New messaging architecture, buyer relevant messaging
• Integrated messaging on Website, collateral
2. Implement HubSpot Inbound Marketing and start blogging
3. Training and Performance Support – sales skills
Value: Hundredsof new high quality leads, Google front page
rankings, transformational for company

32. Step 3e. Create Solution Summary
Solution Lead generation will be close to the top of most marketers
Summary goals in 2010, however generating quality sales leads has
never been harder.
Marketers wishing to improve lead generation
performance should aim to develop messaging that is
buyer-relevant and structured around how products are
used to create value.
By integrating proof points that support relevant
capabilities into the messaging structure, along with
solution summaries that capture the nature of the
buyers problem, marketers are able to create a
maintainable messaging architecturefor use across the
company and partners that adapts with feedback over
time.

33. Sales and Marketing Alignment - Summary
• SMA creates clarity in messaging and
higher quality leads
• Elevates the standard of sales
conversations
• See this Template in Action in a Blog
post at http://www.admarco.net/blog
© 2004-2010 Advanced
33
Marketing Concepts Ltd.

34. Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
Generation
• Marketing Helping to Improve Sales
Productivity
• Sales Providing Closed Loop Feedback
for Marketing Improvement
• HubSpot’s Partner Program

35. Marketing Has a Quota Too!
Ready for Inbound Marketing?

36. Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
Generation
• Marketing Helping to Improve Sales
Productivity
• Sales Providing Closed Loop Feedback
for Marketing Improvement
• HubSpot’s Partner Program

37. Identify the Warmest Leads
Scoring
Lead Intelligence

38. Focus on the Most Interested Leads
• Higher Scores = More Engaged
• More pages viewed
• More conversions
• Create CRM Views for sales people

39. Help Sales Start Conversations that are Relevant
• Give information to salespeople that
helps them start or re-engage prospects
with relevant questions and messages.

40. Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
Generation
• Marketing Helping to Improve Sales
Productivity
• Sales Providing Closed Loop Feedback
for Marketing Improvement
• HubSpot’s Partner Program

41. Close the Loop by Analyzing Effectiveness of
Every Marketing Channel
• Measure traffic, leads and SALES that
result from each marketing activity and
campaign.
Customers
Acquired

42. Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
Generation
• Marketing Helping to Improve Sales
Productivity
• Sales Providing Closed Loop Feedback
for Marketing Improvement
• HubSpot’s Partner Program

43. Why HubSpot Wants to Partner with Service Providers
• We Make & Sell Software & Training that Most of
Your Clients Need
• Many of Our Customers Need & Want Coaching &
Services
Customers
1+1=3
Marketing
Service
HubSpot Exchanging Value Providers

44. Start Learning by Doing with the Partner Program
• Watch the partner program launch webinar. (Currently being
updated to reflect new pricing, products and partner margin share.)
• Partners get special access to extended free trials.
• Contact Pete Caputa w/ questions about your trial.
http://www.hubspot.com/partners

45. Determine their Challenges, Goals, Needs
http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/

46. Assess Inbound Marketing Effectiveness
http://www.hubspot.com/partner-program-lead-generation-webinar/

47. Assess Quality of Lead Funnel
http://www.hubspot.com/partner-program-converting-more-leads-into-sales/

48. Is Their Website Preventing Their Success?
http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Generation-Webinar/
http://services.hubspot.com/services/website-redesign-partners/

49. Once You’re Using the Software for 1 Client
Certified Partners Are Invited to List Their Services at: http://services.hubspot.com/

50. Learn the Value of the HubSpot Software
• Start a 30 day free trial for your
website. http://bit.ly/3vfiQK or client:
http://bit.ly/7bENS
• Gives you access to
http://success.hubspot.com