Find out how you can build a website that engages your online visitors and turns them into sales opportunities. Listen to sales expert Jill Konrath and Meghan Anderson, Product Marketing Manager at HubSpot, for our on-demand webinar that will discuss how you can build a website that sells.

1. #SiteSelling
How to Create
a Website that
SELLS
Jill Konrath
1

2. Your Presenters:
JILL KONRATH MEGHAN ANDERSON
Sales Expert & Marketing Product Manager
Best-selling Author HubSpot
2

3. Agenda:
Attract and Engage 1 Offer Personalization 5
Showcase Your Expertise 2 What Customers Want 6
Break the Status Quo 3 Conclusion 7
Move Prospects Through
Funnel 4
3

4. How to Create a
Website that Sells
Jill Konrath
Author, SNAP Selling &
Selling to Big Companies

6. Buyers complete 60% of their
buying cycle before they contact
your organization.
CEB 2012

7. In business-to-business sales today,
it takes between 8 – 12 contacts to
connect with a decision maker.

8. Dated-looking websites are real killers!

11. What’s the Root Cause?
We’re too focused on what we
want them to know about us.
• Gracious welcome
• Overview of company
• Wonderful product line
• Extraordinary services
• Unique differentiators

13. SNAP Factors
Simple Complex
iNvaluable Ordinary
Aligned Irrelevant
Priority Nicety

14. Mind Melds Matter

15. What are their goals & objectives?

16. What issues &
challenges do they
face that you can
help with?

17. Obstacle course
What obstacles make it difficult to change?

18. Ideas, insights and information about:
• Business challenges they’re facing
• Value they’d get from switching
• How other companies address the same issues
• How to better achieve their objectives
• Industry, marketplace or customer trends
• Factors to consider in making a good decision

19. What’s Tempting?
Blog Posts Articles Audios Ebooks
Kits Videos ROI Tools Infographix
Demos Case Studies Checklists
White Papers Interviews
Quizzes Trend Reports
Webinars Guides

20. Have Some Gated Content
www.JillKonrath.com

21. Does Customer-Focused Content Matter?
Stats from my site
Website visits have sextupled! (6x)

22. RESULTS
• 2x Website traffic
• Lead flow doubled
-- Noel Huelsenbeck, CEO

23. How can this help
your salespeople?

24. 1st Quarter Earnings
Simon. Alex Marshall here. With your flat
3rd quarter earnings, I suspect you’re
looking for ways to increase efficiencies.
That’s why I thought you might be
interested in how we helped a similar
company streamline their processes which
resulted in some big-time savings.
I’ll send you an email in just a sec with the
link. Watch for a subject line that says “22%
cost reduction.”
I look forward to talking soon. Again, it’s
Alex Marshall. 123-456-7890

25. Marcus,
If you’re like most Sales VPs I work
with, your people are really struggling to set
up meetings with corporate decision
makers.
I’ve got some ideas that can make a big
difference. But, I’d suggest you start by
checking out my Prospecting Tool Kit:
www.jillkonrath.com/sales-resources
After you’ve had a chance to check it
out, let’s set up a time to talk.
Jill Konrath

26. Image: Occhi-nelle-Mani-Newision-Siti-Internet-Modena

27. Your website is your
best sales tool – if you
leverage it!

28. Getting the
right mix of
content on your
website
2

29. How does
a lead
become a
lead?

31. 50% of leads are
qualified but not yet
ready to buy.
(Source: Gleanster Research)

33. Top of the funnel Middle of the Funnel Bottom of the Funnel
The decision process

34. Top of the funnel
Questions they have
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?

35. Top of the funnel
Content
How To Guides
Best Practice Examples
Templates
Idea Posts
Instructional Videos

36. Middle and Bottom of the funnel
Questions they have
How can you help?
Do I need this?
What can I expect?
Am I making the right
choice?
What do I need to
consider?

37. Middle of the funnel Middle and Bottom of the funnel
Content
Case Studies
Interest-targeted content
Results analysis
Decision tools
Demo/Trial

38. 7 Tips to Increase Your 5 Ways to Increase Your
TOP Lead Generation Return on Investment
eBook
Live Webinar on Email Free ROI Assessment
MIDDLE Marketing Report
BOTTOM Demo of Contacts/EM Demo Of Analytics

42. Ask your
sales team
• What questions do you
hear the most?
• What are the
commonalities of people
who end up closing?
• What problems do they
have?

43. Look at
Search
Terms

44. Listen to
Customers

45. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

46. Find out how Get your
HubSpot can help custom
you take your
inbound marketing demo
to the next level. today.
WWW.HUBSPOT.COM/DEMO

47. JillKonrath.com/sales-resources

48. THANK
YOU.
48