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Peter Caputa,
VP of Sales, HubSpot
@pc4media
How to Take an Inbound
Approach to Selling
Media geek since grade school.
Engineer turned entrepreneur.
Startup bug in the first boom.
Learned sales.
15th employee @...
So, What is this Inbound
Marketing Thing?
10
14
574/181
Ad Spending Growth
So, Marketing has
Changed? Why Should
Sales Care?
Blogging To Attract Advertisers
Offers & Landing Pages that Capture
Advertiser Interest
Emails That Create Demand
More & More Warm Leads Over Time
HUBSPOT UPDATED MARKETING BY INTRODUCING
INBOUND. THE SAME PRINCIPLES CAN BE APPLIED TO
SALES.
12,000
CUSTOMERS
1.5M
MONTH...
Now that leads are
coming to us, how does
our approach change?
FACT:
TODAY, PROSPECTS HAVE MADE 60%
OF THEIR PURCHASE DECISION
BEFORE EVEN TALKING TO A SALES
REP.*
*SOURCE: Corporate Ex...
NOW, THE PROSPECT
HAS ALL THE POWER.
ALL THE INFORMATION HE
OR SHE NEEDS IS JUST A
FEW CLICKS OR TWEETS
AWAY.
We can’t just
rely on our
relationships
alone
anymore.
WE HAVE TO UPDATE THE WAY WE
SELL.
1. KNOW MORE ABOUT THEM.
Know More About Them.
Grade Their Website
Know Their Career
2. TRANSFORM THE WAY YOU
CONNECT WITH LEADS.
How to Prospect an
Outbound Lead
How to Prospect an
Inbound Lead
Hi there, this is Joe from XYZ company. We
help sales exe...
Know Their Interests
Create Lead Views of YOUR Warmest
Leads
Make Multiple Attempts on Inbound Leads
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lea...
3. TIME (AND PLACE) YOUR
ATTEMPTS
Time Your Sales Attempts
Interact on social
4. BE INTERESTED. NOT JUST
INTERESTING.
Share THEIR Content on Social
Send Relevant Content
5. BUILD YOUR OWN THOUGHT
LEADERSHIP AND FOLLOWING. BE
THE EXPERT PUBLICLY.
Publish Content
Collaborate with Prospects on Your Marketing
5. BE WICKED SMAHT
Sharp
Motivated
Ambiverted
Helpful
Transparent
Salespeople today have to be…
Continue Learning….
Good Selling!
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
How Salespeople Can Leverage Inbound To Get More Sales
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How Salespeople Can Leverage Inbound To Get More Sales Slide 1 How Salespeople Can Leverage Inbound To Get More Sales Slide 2 How Salespeople Can Leverage Inbound To Get More Sales Slide 3 How Salespeople Can Leverage Inbound To Get More Sales Slide 4 How Salespeople Can Leverage Inbound To Get More Sales Slide 5 How Salespeople Can Leverage Inbound To Get More Sales Slide 6 How Salespeople Can Leverage Inbound To Get More Sales Slide 7 How Salespeople Can Leverage Inbound To Get More Sales Slide 8 How Salespeople Can Leverage Inbound To Get More Sales Slide 9 How Salespeople Can Leverage Inbound To Get More Sales Slide 10 How Salespeople Can Leverage Inbound To Get More Sales Slide 11 How Salespeople Can Leverage Inbound To Get More Sales Slide 12 How Salespeople Can Leverage Inbound To Get More Sales Slide 13 How Salespeople Can Leverage Inbound To Get More Sales Slide 14 How Salespeople Can Leverage Inbound To Get More Sales Slide 15 How Salespeople Can Leverage Inbound To Get More Sales Slide 16 How Salespeople Can Leverage Inbound To Get More Sales Slide 17 How Salespeople Can Leverage Inbound To Get More Sales Slide 18 How Salespeople Can Leverage Inbound To Get More Sales Slide 19 How Salespeople Can Leverage Inbound To Get More Sales Slide 20 How Salespeople Can Leverage Inbound To Get More Sales Slide 21 How Salespeople Can Leverage Inbound To Get More Sales Slide 22 How Salespeople Can Leverage Inbound To Get More Sales Slide 23 How Salespeople Can Leverage Inbound To Get More Sales Slide 24 How Salespeople Can Leverage Inbound To Get More Sales Slide 25 How Salespeople Can Leverage Inbound To Get More Sales Slide 26 How Salespeople Can Leverage Inbound To Get More Sales Slide 27 How Salespeople Can Leverage Inbound To Get More Sales Slide 28 How Salespeople Can Leverage Inbound To Get More Sales Slide 29 How Salespeople Can Leverage Inbound To Get More Sales Slide 30 How Salespeople Can Leverage Inbound To Get More Sales Slide 31 How Salespeople Can Leverage Inbound To Get More Sales Slide 32 How Salespeople Can Leverage Inbound To Get More Sales Slide 33 How Salespeople Can Leverage Inbound To Get More Sales Slide 34 How Salespeople Can Leverage Inbound To Get More Sales Slide 35 How Salespeople Can Leverage Inbound To Get More Sales Slide 36 How Salespeople Can Leverage Inbound To Get More Sales Slide 37 How Salespeople Can Leverage Inbound To Get More Sales Slide 38 How Salespeople Can Leverage Inbound To Get More Sales Slide 39 How Salespeople Can Leverage Inbound To Get More Sales Slide 40 How Salespeople Can Leverage Inbound To Get More Sales Slide 41 How Salespeople Can Leverage Inbound To Get More Sales Slide 42 How Salespeople Can Leverage Inbound To Get More Sales Slide 43 How Salespeople Can Leverage Inbound To Get More Sales Slide 44 How Salespeople Can Leverage Inbound To Get More Sales Slide 45 How Salespeople Can Leverage Inbound To Get More Sales Slide 46 How Salespeople Can Leverage Inbound To Get More Sales Slide 47 How Salespeople Can Leverage Inbound To Get More Sales Slide 48 How Salespeople Can Leverage Inbound To Get More Sales Slide 49 How Salespeople Can Leverage Inbound To Get More Sales Slide 50 How Salespeople Can Leverage Inbound To Get More Sales Slide 51
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How sales professionals can leverage inbound marketing to attract prospects to them, connect at a higher rate and close more business.

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How Salespeople Can Leverage Inbound To Get More Sales

  1. 1. Peter Caputa, VP of Sales, HubSpot @pc4media How to Take an Inbound Approach to Selling
  2. 2. Media geek since grade school. Engineer turned entrepreneur. Startup bug in the first boom. Learned sales. 15th employee @HubSpot. @pc4media Peter Caputa IV
  3. 3. So, What is this Inbound Marketing Thing?
  4. 4. 10
  5. 5. 14
  6. 6. 574/181
  7. 7. Ad Spending Growth
  8. 8. So, Marketing has Changed? Why Should Sales Care?
  9. 9. Blogging To Attract Advertisers
  10. 10. Offers & Landing Pages that Capture Advertiser Interest
  11. 11. Emails That Create Demand
  12. 12. More & More Warm Leads Over Time
  13. 13. 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
  14. 14. Now that leads are coming to us, how does our approach change?
  15. 15. FACT: TODAY, PROSPECTS HAVE MADE 60% OF THEIR PURCHASE DECISION BEFORE EVEN TALKING TO A SALES REP.* *SOURCE: Corporate Executive Board
  16. 16. NOW, THE PROSPECT HAS ALL THE POWER. ALL THE INFORMATION HE OR SHE NEEDS IS JUST A FEW CLICKS OR TWEETS AWAY.
  17. 17. We can’t just rely on our relationships alone anymore.
  18. 18. WE HAVE TO UPDATE THE WAY WE SELL.
  19. 19. 1. KNOW MORE ABOUT THEM.
  20. 20. Know More About Them.
  21. 21. Grade Their Website
  22. 22. Know Their Career
  23. 23. 2. TRANSFORM THE WAY YOU CONNECT WITH LEADS.
  24. 24. 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
  25. 25. Know Their Interests
  26. 26. Create Lead Views of YOUR Warmest Leads
  27. 27. 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.”
  28. 28. 3. TIME (AND PLACE) YOUR ATTEMPTS
  29. 29. Time Your Sales Attempts
  30. 30. Interact on social
  31. 31. 4. BE INTERESTED. NOT JUST INTERESTING.
  32. 32. Share THEIR Content on Social
  33. 33. Send Relevant Content
  34. 34. 5. BUILD YOUR OWN THOUGHT LEADERSHIP AND FOLLOWING. BE THE EXPERT PUBLICLY.
  35. 35. Publish Content
  36. 36. Collaborate with Prospects on Your Marketing
  37. 37. 5. BE WICKED SMAHT
  38. 38. Sharp Motivated Ambiverted Helpful Transparent Salespeople today have to be…
  39. 39. Continue Learning….
  40. 40. Good Selling!
  • JodyRaines1

    Feb. 18, 2015

How sales professionals can leverage inbound marketing to attract prospects to them, connect at a higher rate and close more business.

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