mark roberge - how hubspot scaled sales through science and social selling

How HubSpot Scaled Sales with Science and Social

SellingMark RobergeChief Revenue Officer - HubSpot@markroberge

Old School Sales vs. Modern Sales

Listen for prospects starting THEIR

buy cycle

Engage prospects with THEIR

interests

Help prospects through THEIR buying

process

Target prospects that are a good fit

for YOU

Cold call prospects with YOUR

elevator pitch

Push prospects through YOUR sales

process

My Goals in Building the HubSpot Sales Team

Better Buying Using CONTEXTCreate a better buying experience for our customers by understanding their CONTEXT.

Easier Selling Using SCIENCE and TECHNOLOGYEnable a more efficient sales process for our sales people using SCIENCE and TECHNOLOGY.

HubSpot Sales Labs is born!

#inbound2013

Modern Sales Sourcing

6 @markroberge

Inbound Marketing: Get Found When and Where Prospects are Searching

Blog SEO Social Media

Create Your Content Engine

Create Your Content Calendar

1eBook w/ LP / Month

4

Blog Posts / Month

Create Your Content Calendar

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month

8

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month8

Tweets / month16

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / month

8

Tweets / month

16

1eBook w/ LP / Month

Listen for Prospects Entering Buy Cycle

A Fortune 1000 company visits our website

A prospect opens a sales rep’s email

A prospect mentions HubSpot, a competitor, or an industry keyword in social media

Use TECHNOLOGY to notify a HubSpot sales person when:

Social Media

Website

Email

Available at www.getsignals.com

Streamline Outbound Sourcing Using TECHNOLOGY

Search for ”good-fit” prospects online

Check CRM for existing lead ownership

Check Hoovers for industry, location, and

revenue

Check LinkedIn for company connections

Enter information into CRM

Search for ”good-fit” prospects

online

Web browser plug-in auto illustrates:• Whether prospect exists in CRM• Prospect industry, location, revenue,

etc.• Company connections to prospect in

LinkedIn

One-click “Add to CRM” button

www.getsignals.com

#inbound2013

Modern Sales Prospecting

LTV

/ C

OC

A

Attempt #

LTV

/ C

OC

A

* Data has been altered from actual HubSpot data for the purposes of this presentation.Erin LeadsAll Leads Ollie Leads Ollie Leads

Attempt #

EnterpriseSmall Business Mid Market

Modern Sales Prospecting: Use SCIENCEInstruct sales reps when and how often to follow up with prospects.

Do not have sales reps guess.

Modern Sales Prospecting: Use TECHNOLOGY

Leave prospect voice mail

Copy and paste email template. Manually

personalize.

Send prospect email

Log voice mail in CRM (3 clicks)

Log email in CRM (3 click)

Schedule next attempt (w/o SCIENCE) (4

clicks)

Leave prospect voice mail

Send prospect email. Template available in

email client and automatically personalized.

Voice mail auto logged in CRM (0 clicks)

Email auto logged in CRM (0 click)

Next attempt scheduled (w/science) (0

clicks) www.getsignals.com

Automatically log prospecting activities to CRM.Instruct sales reps when and how often to follow up with prospects. Do not have

sales reps guess.

#inbound2013

Modern Sales Management

Implement a metrics-driven sales coaching culture

Morning

Afternoon

1st Day of Month 2nd Day of Month

VP Meets with Director Review Skill/Development Plans

for each sales person

Director Meets with Manager Review Skill/Development Plans

for each sales person

Manager Meets with Sales Person Discuss qualitative performance Review individual metrics Co-Create Skill/Development Plan

Sales Person / Manager Independent Reviews Think through qualitative performance Review individual metrics Think about Skill/Development Plan

Implement a metrics-driven sales coaching culture

* 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” for More Insight

* Data has been altered from actual HubSpot data for the purposes of this presentation

Lead-Worked-to-Connect Ratio

Connect-to-Demo Ratio

1 HubSpot Sample Email Sales Templateshttp://www.getsignals.com/sales-email-templates

2 More on Metrics-Driven Sales Coachinghttp://blog.hubspot.com/sales/secrets-to-metrics-based-coaching-df13-presentation

3 Free modern prospecting tools from the HubSpot

Sales Labswww.getsignals.com

Additional Resources