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 @HubSpot.

@pc4media

Peter Caputa IV

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.

12,000CUSTOMERS

1.5MMONTHLY BLOG

VIEWS

1M+FOLLOWERS ON

SOCIAL MEDIA

1,900PARTNER

AGENCIES

10,000+ATTENDEES AT

INBOUND 2014

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 Executive Board

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 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

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 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.”

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!