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How to Help Your Clients Align Sales & Marketing
       Messaging, Processes & Goals
       Partner Program Webinar Series...
Your Participation, Feedback, Questions are Welcome


• This webinar is for prospective and current HubSpot
  Partners/Res...
Agenda

• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
  Generation...
What’s HubSpot?




 •   Inbound marketing software + training
 •   Over 2,000 customers in 2 years
 •   120+ employees
 •...
Proven ROI, Industry Recognition
                  Case Studies
      Cilk Arts Increases Leads 500%, Makana Solutions
   ...
We Wrote the Inbound Marketing Book




“Should You Buy the Book?         Yes. Get this book. You’ll get a
roadmap of what...
Inbound Marketing Methodology
  Process                      Tools
Get Found                Get Found
• Publish           ...
Agenda

• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
  Generation...
How Important is your client’s Message?

         1. Not Important

         2. Fairly important

         3. Very Importa...
How Clear is your Message?




Jan-10
10
What is Sales & Marketing Messaging Alignment?
                                    Alignment?



   A methodology and set ...
Why?

            Relative Efficiency
100%
                                    Manufacturing Process




          Marketi...
The Problem: Sales and Marketing Silos




13
Marketing Communicates @ 30,000’




     Jan-10
14
Salespeople Communicate at 2-3 feet
                                2-




Jan-10
15
Salespeople can’t translate 30,000ft. Message




           Average Sales Ramp-time = 9.5 months*
                       ...
Visitors can’t understand it

  MEGA
  Marketing            Home I Services I Case Studies I Contact




 Next-generation ...
Website Effectiveness Poll

How well do your clients Websites convey unique value?

            1. Not very effective

   ...
Chief Sales Officer Top 5 Sales Priorities - 2009

        Enhancing Lead-gen

    Improving Rep Access to
               ...
Introducing: The Sales Effectiveness/Effort Grid
                                       C

                               ...
What have Leaders in SMA achieved?

 Quota achievement                                                   25% more proposal...
Sales & Marketing Alignment Leaders Outperform
                         5 times better at CXO access, Avoiding excessive d...
Poll Question

 What is your key client’s primary source
   of new leads?
 1. Industry Contacts
 2. Social Network sites
 ...
Sales - Marketing Alignment (SMA) Process



          Target                            Buyer
                           ...
STEP 1. Identify target buyer personas


                           What is their role?
                           What ar...
STEP 2. Match Capabilities to needs
            2.

                                   Buyer Goals/Needs
                 ...
Step 3. Create Messaging Templates
Step 3a.Create Buyer-Persona
  Target Buyer           Chief Marketing Officer, VP Marketing

      Goal                   ...
Step 3b. Capability Matching
       Target Buyer               Chief Marketing Officer, VP Marketing

            Goal    ...
Step 3C. Diagnostic Questions
            Target Buyer               Chief Marketing Officer, VP Marketing

              ...
Step 3d. Add Relevant Proof Point
Success Situation: AMC client announced a new product to supplement
Story   existing off...
Step 3e. Create Solution Summary

Solution   Lead generation will be close to the top of most marketers
Summary    goals i...
Sales and Marketing Alignment - Summary

     • SMA creates clarity in messaging and
       higher quality leads
     • El...
Agenda

• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
  Generation...
Marketing Has a Quota Too!

Ready for Inbound Marketing?
Agenda

• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
  Generation...
Identify the Warmest Leads



                             Scoring




         Lead Intelligence
Focus on the Most Interested Leads

 • Higher Scores = More Engaged
   • More pages viewed
   • More conversions
 • Create...
Help Sales Start Conversations that are Relevant

 • Give information to salespeople that
   helps them start or re-engage...
Agenda

• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
  Generation...
Close the Loop by Analyzing Effectiveness of
Every Marketing Channel
 • Measure traffic, leads and SALES that
   result fr...
Agenda

• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead
  Generation...
Why HubSpot Wants to Partner with Service Providers

•   We Make & Sell Software & Training that Most of
    Your Clients ...
Start Learning by Doing with the Partner Program

• Watch the partner program launch webinar. (Currently being
  updated t...
Determine their Challenges, Goals, Needs




http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-pro...
Assess Inbound Marketing Effectiveness




  http://www.hubspot.com/partner-program-lead-generation-webinar/
Assess Quality of Lead Funnel




http://www.hubspot.com/partner-program-converting-more-leads-into-sales/
Is Their Website Preventing Their Success?




  http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Genera...
Once You’re Using the Software for 1 Client




 Certified Partners Are Invited to List Their Services at: http://services...
Learn the Value of the HubSpot Software

•   Start a 30 day free trial for your
    website. http://bit.ly/3vfiQK or clien...
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Sales Marketing Alignment

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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.

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Sales Marketing Alignment

  1. 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. 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. 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. 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. 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. 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. 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. 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. 9. How Important is your client’s Message? 1. Not Important 2. Fairly important 3. Very Important 4. Extremely Important
  10. 10. How Clear is your Message? Jan-10 10
  11. 11. What is Sales & Marketing Messaging Alignment? Alignment? A methodology and set of practices Marketing Messaging Buyer Needs Sales Conversations Jan-10 11
  12. 12. Why? Relative Efficiency 100% Manufacturing Process Marketing Process Sales Process 0 CSO Insights 2007 Sales Performance Optimization Survey
  13. 13. The Problem: Sales and Marketing Silos 13
  14. 14. Marketing Communicates @ 30,000’ Jan-10 14
  15. 15. Salespeople Communicate at 2-3 feet 2- Jan-10 15
  16. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 26. STEP 2. Match Capabilities to needs 2. Buyer Goals/Needs Effective Solutions Your Capabilities - Confidential - AMC SMA Jan-10 26 v2.1
  27. 27. Step 3. Create Messaging Templates
  28. 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. 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. 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. 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. 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. 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. 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. 35. Marketing Has a Quota Too! Ready for Inbound Marketing?
  36. 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. 37. Identify the Warmest Leads Scoring Lead Intelligence
  38. 38. Focus on the Most Interested Leads • Higher Scores = More Engaged • More pages viewed • More conversions • Create CRM Views for sales people
  39. 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. 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. 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. 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. 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. 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. 45. Determine their Challenges, Goals, Needs http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/
  46. 46. Assess Inbound Marketing Effectiveness http://www.hubspot.com/partner-program-lead-generation-webinar/
  47. 47. Assess Quality of Lead Funnel http://www.hubspot.com/partner-program-converting-more-leads-into-sales/
  48. 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. 49. Once You’re Using the Software for 1 Client Certified Partners Are Invited to List Their Services at: http://services.hubspot.com/
  50. 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
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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.

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