How Salespeople Can Leverage Inbound To Get More Sales
•Download as PPTX, PDF•
2 likes•942 views
How sales professionals can leverage inbound marketing to attract prospects to them, connect at a higher rate and close more business.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (16)
Similar to How Salespeople Can Leverage Inbound To Get More Sales
Similar to How Salespeople Can Leverage Inbound To Get More Sales (20)
More from Peter Caputa
More from Peter Caputa (8)
Recently uploaded
How Salespeople Can Leverage Inbound To Get More Sales
- 1. Peter Caputa, VP of Sales, HubSpot @pc4media How to Take an Inbound Approach to Selling
- 2. Media geek since grade school. Engineer turned entrepreneur. Startup bug in the first boom. Learned sales. 15th employee @HubSpot. @pc4media Peter Caputa IV
- 8. So, What is this Inbound Marketing Thing?
- 10. 10
- 14. 14
- 15. 574/181
- 17. So, Marketing has Changed? Why Should Sales Care?
- 20. Blogging To Attract Advertisers
- 21. Offers & Landing Pages that Capture Advertiser Interest
- 22. Emails That Create Demand
- 23. More & More Warm Leads Over Time
- 24. HUBSPOT UPDATED MARKETING BY INTRODUCING INBOUND. THE SAME PRINCIPLES CAN BE APPLIED TO SALES. 12,000 CUSTOMERS 1.5M MONTHLY BLOG VIEWS 1M+ FOLLOWERS ON SOCIAL MEDIA 1,900 PARTNER AGENCIES 10,000+ ATTENDEES AT INBOUND 2014
- 25. Now that leads are coming to us, how does our approach change?
- 26. FACT: TODAY, PROSPECTS HAVE MADE 60% OF THEIR PURCHASE DECISION BEFORE EVEN TALKING TO A SALES REP.* *SOURCE: Corporate Executive Board
- 27. NOW, THE PROSPECT HAS ALL THE POWER. ALL THE INFORMATION HE OR SHE NEEDS IS JUST A FEW CLICKS OR TWEETS AWAY.
- 28. We can’t just rely on our relationships alone anymore.
- 29. WE HAVE TO UPDATE THE WAY WE SELL.
- 30. 1. KNOW MORE ABOUT THEM.
- 31. Know More About Them.
- 34. 2. TRANSFORM THE WAY YOU CONNECT WITH LEADS.
- 35. How to Prospect an Outbound Lead How to Prospect an Inbound Lead Hi there, this is Joe from XYZ company. We help sales executives streamline their selling process with innovative email technology. Are you free at 2pm tomorrow to discuss? Hi there, this is Joe from XYZ company. We launched some new email capabilities to help sales executives make their team more efficient. Are you free at 2pm tomorrow to discuss? Hi there, this is Joe from XYZ company. We helped a sales exec at a company like yours grow sales 2x. Calling to see if we can help you. Are you free at 2pm tomorrow to discuss? #1 #2 #3 Research Monitor
- 37. Create Lead Views of YOUR Warmest Leads
- 38. Make Multiple Attempts on Inbound Leads “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” “Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume that generating more leads through social media in 2013 is no longer a priority. Call me anytime if things change.”
- 39. 3. TIME (AND PLACE) YOUR ATTEMPTS
- 40. Time Your Sales Attempts
- 42. 4. BE INTERESTED. NOT JUST INTERESTING.
- 43. Share THEIR Content on Social
- 45. 5. BUILD YOUR OWN THOUGHT LEADERSHIP AND FOLLOWING. BE THE EXPERT PUBLICLY.
- 46. Publish Content
- 47. Collaborate with Prospects on Your Marketing
- 48. 5. BE WICKED SMAHT
- 51. Good Selling!
Editor's Notes
- Realize I’m probably the one thing standing between you and the bar. Two promises: I’ll be relatively quick. I’ll give you some actionable advice that you can implement tomorrow to help you sell more, better, faster.
- Before I dive in, let me give you a little bit of background about me so you know where I’m coming from. I was a bit of geek growing up. My favorite book from grade school was “The Media Monopoly”. It’s a dense text book like book series about the media business. I was fascinated by people like Rupert Murdoch, Sumner Redstone and Michael Iger; how they built big powerful businesses. But, at an early age my father encouraged me to be an engineer. His words were “You’ll never have to worry about making a living and you’ll get to build cool things that help a lot of things. I picked Chemical engineering b/c it had the highest salary after graduation. After graduating, I did engineering for 6 years. Then, the internet boom happened and I went back to school to learn how to write code. In nights and weekends, me and a few buddies started an internet company. We had built a web based app that helped event planners market their events online. After launching the product, doing a few events of our own to prove out the concepts, we tried to sell it and realized that sales was harder than it looked. There’s a reason salespeople get paid so well, right? So, I hired a sales coach. Even though we started selling our service, the product wasn’t really ready for prime time and we had trouble scaling. Along the way, we started taking on website design work, seo and email marketing. We even offered some social media marketing services when myspace was the only game in town. In 2006, I got introduced to Mark Roberge. Mark was VP sales and is now CRO for our sales software division. We ended up shutting down our startup after Mark successfully recruited me to join the team as the 15th employee @HubSpot and 4th HubSpot sales rep.
- After a year of intense sales coaching and training where I learned how to sell consultatively, I joined HubSpot’s sales team. Where we literally had nothing figured out. This is a photo of the sheet of paper that Mark Roberge handed me in November of 2007. You’ll notice that it says “Prospecting TBD” and there’s no qualification step whatsoever. Suffice to say, we had a lot to figure out. But, we already had inbound leads. Story about Volpe and webinar.
- There were many days when Halligan and Mark Roberge didn’t think I’d make it. After running my own business for 4 years and coming from a slightly different school of sales thinking, I clashed with them a few times. A few years later, Mark told me that Halligan didn’t think I’d make it past month 3. But, Halligan humoured me b/c my results where there. In fact, for the year or so, I didn’t even call inbound leads. I had done such a good job with building a network at my startup, that I lived mostly off of referrals. So, when I came to Brian and told him that I thought I could scale up referrals by launching a partner program for agencies, he laughed at me and told me to stay focused on hitting my number. This was the 2nd time I got that message. He was in the middle of raising the Series C at this time and he needed to show that we had strong sales productivity. With a small team, that meant everyone had to be focused. But, I’m a persistent bastard. In early 2009, I pitched the program again. This time with some help and a bit of traction of working illicitly with some agencies. He relunctantly said, “Fine. Just hit your number and don’t distract anyone.” 6 months later, we officially launched the program. And I was officially “fired from my day job”. When we debuted on the inc 500 as the 33rd fastest growing company in the country, he wrote an article about how we encourage innovation at HubSpot. He used my story as the example.
- This past year, we hosted INBOUND14, where we had 10k+ attendees including more than 1500 of our partners. This is me toasting our partners during my keynote. We had a special brew created called “INBOUND PALE ALE” or IPA for short.
- In October, HubSpot went public. I got to go down and watch it happen on the NYSE floor. Here’s a photo of Halligan and I. Not sure what we were laughing about exactly. But, obviously we were enjoying ourselves. He was about 100 times happier than I am, of course.
- Not just about the money. Even though I didn’t devote my career to engineering, I do get to help a lot of people. Not only have I helped lots of customers and partners, just like you do. But, I get to help my team learn sales and build their careers too. Sales is hard. Sales management is hard. But, what makes it all worth while is when people thank me for the impact I’ve had not just on their lives.
- So, let’s talk about inbound marketing and HubSpot, a bit. (You are a customer, btw.) HubSpot is synonymous with the term Inbound Marketing. We’ve written a book on it, literally. Our thesis is that the traditional ways of advertising, marketing and selling are becoming less and less effective and that company’s need to adapt to a world where consumers are 100% in control over what they read, who they talk to and how they buy.
- This is a photo of my grandmother’s. Both in their 80s. Both amazing women who raised big families w/out – believe it or not - the internet. In fact, they still do just fine w/out much use of it.
- Grandmom Caputa and Grandma Lassor still read their mail, still watch television commercials when they come on, get their news from the printed newspaper and answer their phone when people call. They’re both doing just fine. Grandmom Lassor still remembers all 50+ of our grand children and great grandchildren birthdays and Grandmom Caputa actually runs a small bread shop and has a significantly more active social life than I do. They are testaments that the media business is alive and well. As a contrast, my wife and son are a bit different. My son doesn’t watch much TV; he prefers to watch Nerdie Nommies on Youtube. My wife reads blogs via a feedreader and podcasts that she subscribes to. Both of them actually hate Facebook, but they are frequent Instagram users.
- The other day, he took my phone and actually took his first selfies. Not sure I’m proud of that exactly, but it’s certainly a different world that he is growing up in, where we are all creators of media and we get to consume the media of our choosing.
- Buyers have an element of both my grandparent’s and my wife and son. Some buyers immediately recycle their direct mail. (I haven’t actually read any mail in a decade. My wife does it. But, I’ll never read a direct mail piece.) Many people skip commercials with Tivo, use Twitter to get news, have caller id for screening calls… and so on. Marketing has certainly changed more in the last few years than it had all of last decade.
- No shit, right? Gatehouse has understood this for awhile. You have been offering digital marketing services via Propel marketing for years. Your organization is doing inbound marketing to generate leads for you. https://www.flickr.com/photos/london/142752169/in/photolist-dBDfi-e481M3-7eoJFo-k5NYt-iPPPo-2pDLb-7dscw7-7noKPv-rRTRS-7avNfR-6V371k-5mHBHK-4JLwrV-7MspG9-hA5bb-6JVtcN-7xU3NG-92kmBE-6ZxVFS-7avMGR-8Pga1j-76QVXR-6X9uPj-2ups9D-6YmyzF-bJvRqH-7ejYpH-4JMZDd-76U14b-76QKLz-6pDBAz-9eUGAd-5dAZsu-7yheoV-7RdrAc-76QL8M-6YmywT-6YqzaL-6UaCLg-7n5L7s-75axXi-75eqtJ-7fhcD9-7fdjeZ-78LzXo-7gCJmQ-7gCCLq-7gyM7T-6UeDFu-3cHFp2
- http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:159610 http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001476&dsNav=Ro:1,N:685,Nr:NOT(Type%3aComparative+Estimate) Digital will make up more than one-fourth of the global advertising market this year, with $140.74 billion in spending worldwide. Digital’s share of total expenditures will grow through 2018, when nearly one-third of paid media ad dollars will come from online and mobile formats.
- One word: leads.
- This past year, Gatehouse started investing in your own lead generation for your sales team. To start taking an inbound approach to selling, we need to understand what inbound is. HubSpot pioneered inbound marketing and our software gives businesses all the tools they need to do that. Namely, attract leads with content creation (blogging, social media), convert them through calls to action and landing pages, nurture them with email and content, and ultimately create delight them with a great customer experience. Instead of bombarding buyers with annoying ads, inbound marketing engages with them and actually provides them value.
- One word: leads.
- Buyers have 2/3 of their minds made up long before they talk to sales. Trying to control the conversation simply doesn’t work anymore.
- Your prospects are learning about your company and product online long before they talk to sales thanks to Google, social media, and other information sources online.
- When I first got started in sales, the rep had all the power. We controlled the conversation because buyers had no choice but to contact sales when they wanted to learn more about your product or service. Most of the reps I manage and work with today consider this old-school and are constantly adapting to the changing sales landscape.
- Buyers have 2/3 of their minds made up long before they talk to sales. Trying to control the conversation simply doesn’t work anymore.
- Leverage your marketing content by sending prospects what they are interested in.
- Engage your prospects in your content creation too.