Modern customers expect that it will be easy to learn about your product and buy it, but most of our go-to-markets do the opposite. We ask people to fill out long forms, we build complex qualification rules, we make it tough for prospects to talk to someone right now. In short, we put up barriers that solve for our companies instead of solving for our customers.
At HubSpot, we’re mid-way through transforming our go-to-market to be customer centric. Learn what’s worked for us, what hasn’t, and what we’re building.
---
Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School.
This is Jon Dick's #INBOUND18 presentation.
6. Consumers want to communicate with
companies through 13 different channels
How consumers want to engage with companies, by customer journey stage
83%
45% 37%
28% 23% 21% 20% 19%
4%
Website Videos Email Blog Facebook
Messenger
Twitter Live chat Download
Content
Other
53%
39% 34% 33% 30%
18%
3%
Website Phone Contact Us
Form
Live Chat Self Service Facebook
Messenger
Other
62%
48% 42% 36%
21%
10% 5% 1%
Email Phone Live Chat Contact Us
Form
Facebook
Messenger
Twitter Slack Other
SALESMARKETINGSERVICE
8. @jondick#INBOUND18
Death by Boa
When you add so many small
“process improvements” that you slowly squeeze
the life out of your customer experience.
9. Consumers are impatient
Speed is everything to today’s buyers, and patience wears out at 10 minutes
of consumers rate an “immediate” response as
important or very important when they have a
marketing or sales question
of consumers rate an “immediate” response
as important or very important when they
have a customer service question
Percentage of consumers who define
“immediate” as 10 minutes or less:
82%
90% Marketing
Sales
Support 60%
62%
46%
12. 22%
27%
34%
38%
38%
46%
55%
Salesperson
Crowdsourced review sites
Analyst reports & recommendations
Vendor-authored materials
Media articles
Customer references
Word of mouth
Source: HubSpot State of Inbound 2018
Customers drive the most valuable sources of
information for business software purchases
What sources of information do you rely on when making purchase decisions
for business software?
20. Consumers want to communicate with
companies through 13 different channels
How consumers want to engage with companies, by customer journey stage
83%
45% 37%
28% 23% 21% 20% 19%
4%
Website Videos Email Blog Facebook
Messenger
Twitter Live chat Download
Content
Other
53%
39% 34% 33% 30%
18%
3%
Website Phone Contact Us
Form
Live Chat Self Service Facebook
Messenger
Other
62%
48% 42% 36%
21%
10% 5% 1%
Email Phone Live Chat Contact Us
Form
Facebook
Messenger
Twitter Slack Other
SALESMARKETINGSERVICE
21. 37%
38%
54%
72%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80%
A customer community for Q&A
A live chat feature to message the company
A FAQ or knowledge base page
A phone number to reach a sales representative
A phone number to reach support staff
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Does your company use or offer any of the following
on your website to interact with customers?
22. 41%
44%
59%
74%
78%
27%
23%
42%
66%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
A customer community for Q&A
A live chat feature to message the company
A FAQ or knowledge base page
A phone number to reach a sales representative
A phone number to reach support staff
Stagnant or declining companies Growing companies
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Growing businesses provide more
communication options for customers
Does your company use or offer any of the following on your website to
interact with customers? (By company performance)
29. 36%
38%
39%
43%
76%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Script/a series of questions
Product demonstrations via chat
Direct purchases via chat
Marketing/lead generation
Answering frequently asked questions
Customer service assistance
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Most companies aren’t monetizing chat
What services or features are offered in your chat experience?
30. 37%
42%
42%
43%
75%
80%
33%
19%
30%
44%
78%
89%
Script/a series of questions
Product demonstrations via chat
Direct purchases via chat
Marketing/lead generation
Answering frequently asked questions
Customer service assistance
Stagnant or declining companies Growing companies
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Growing companies invest more in monetizing chat
What services or features are offered in your chat experience?
38. 12%
48%
15%
4%
20%
Our form only asks for email addresses
Our form asks for 2 to 5 pieces of information
Our form asks for 6 to 10 pieces of information
Our form asks for more than 10 pieces of
information
We don't gate our content
Base: 180 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Companies that ask for too little or too much
information are at risk for disruption
How many form fields does your gated form ask for in exchange for content?
41. 60%
14%
13%
10%
0%
10%
20%
30%
40%
50%
60%
70%
Geographic territories Non Geographic territories Through a rotator Not sure
Up to 50 51 to 250 251 to 1000 Over 1000
Base: 180 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Lead rotation is the manifestation of your process
How are leads distributed at your company? (by company size)
42. Just outside sales, 13%
We have a combination
of inside and outside
sales, 72%
Just inside sales, 15%
Base: 224 salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Most companies are embracing inside sales
What is your sales team model?
43. 3%
11%
13%
18%
12%
19%
12%
4%
7%
6%
26%
13%
20%
12%
More than 3 days
1 to 2 days
11 to 24 hours
6 to 10 hours
4 to 5 hours
1 to 3 hours
Less than an hour
Time for marketing to rotate leads to sales Time for sales to respond to leads
Base: 180 marketers who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Lead rotation takes a lifetime in most companies
52. 71%
don’t trust sponsored
social media ads
65%
don’t trust company
press releases
55%
don’t trust companies
they buy from as
much as they used to
81%
of buyers trust family
& friends’
recommendations
over companies
Trust in businesses has eroded
Base: 2,319 consumers in US and UK
Source: HubSpot Research Trust Survey, Q1 2018
53. 22%
27%
34%
38%
38%
46%
55%
Salesperson
Crowdsourced review sites
Analyst reports & recommendations
Vendor-authored materials
Media articles
Customer references
Word of mouth
Source: HubSpot State of Inbound 2018
Customers drive the most valuable sources of
information for business software purchases
What sources of information do you rely on when making purchase decisions
for business software?
56. @jondick#INBOUND18
1. Build a great
product
2. Invest in customer
marketing
3. Invest in education
and support
HubSpot’s Approach to Customer Delight
57. 1. Build a great
product
2. Invest in customer
marketing
3. Invest in education
and support
HubSpot’s Approach to Customer Delight
59. 1. Build a great
product
2. Invest in customer
marketing
3. Invest in education
and support
HubSpot’s Approach to Customer Delight
66. 35.0%
24.5%
11.5% 10.5%
8.0%
4.5%
Expert intro, then
on my own
Expert entire
time
On my own On-demand help Help from
colleagues
Work with agency
Customers increasingly want self-serve onboarding
71. “It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
-Charles Darwin
Source: Wikipedia