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Predictable, Scalable Revenue Growth 3 Best Practices Used in HubSpot Sales and Marketing
Mark Roberge
HubSpot
@markroberge
SNEEF
December 8th, 2011
3 @markroberge
Requested a Demo
Downloaded BP White Paper
Subscribed to Company Blog
Visited Pricing Page
Fan company Facebook Page
Downloaded Mobile App
Visited CEO Bio Page
Mentioned competitor on Twitter
Submitted “Contact Us” Form
Visited Success page
Subscribed to eNewsletter
Mentioned company on Twitter
Downloaded ISO Webinar
Visited Awards Page
Called Support
What Actions Influence Leads to Become Sales?
* Data has been altered from actual HubSpot data
for the purposes of this presentation
What behaviors
are most
influential in
converting
prospects into
customers?
4
How Many Leads Should Marketing Create Each Month?
• MTD Rejected New Lead Rate (target < 5%): 4.6%
• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
• MTD % Leads from B2B >1K employees (target > 20%): 23%
* Data has been altered from actual HubSpot data for the purposes of this presentation
Create points goal
Hold Marketing
accountable daily
Why Do Some Sales People Outperform Others?
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different
Sales Rep
“Peel Back the Onion” to Diagnose Skill Deficiencies 3.11
* Data has been altered from actual HubSpot data for the
purposes of this presentation
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio
How Many Times Should a Sales Person Call a Lead?
0
2
4
6
8
1 3 5 7 9 11 13
All Leads 1-10 employees 11-25 employees26-50 employees 51+ employees
Attempt #
LT
V / C
OC
A
* Data has been altered from actual HubSpot data for the purposes of this presentation
8
Hold Sales Accountable to the Behavior You Want
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
10 @markroberge
Create a Culture of Coaching and Development
Train sales people as
consultants/experts. Give
them hands on experience
where possible.
Listen to film of live calls
Hold managers accountable to coaching Diagnose the highest priority skill deficiency of each person
Devise and execute a coaching plan to address it
12 @markroberge
Do YOU Want to be “Targeted” or “Educated”?
800-555-1234
Annoying
Salesperson
OUTBOUND INBOUND
14 @markroberge
Inbound Lead Generation Idea
Repurpose webinar content into
blog articles and tweets
Inbound Lead Generation Idea
Blog articles, eBooks, etc. written by professionals
$15 - $20 per blog article
7,800 writers, 3,900 buyers, 170,000 titles purchased
17 @markroberge
The HubSpot Story
Inbound Marketing: Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
Grade your entire
marketing funnel NOW!
Marketing.Grader.com
See How You Are Doing and How You Can Improve