Parker Short's presentation from the May 2015 meeting of the Austin HubSpot User Group. This presentation focuses on how marketing departments can enable their sales teams to create successful campaigns.
8. WHY WE SHOULD CARE
ABOUT SALES
• Closing new business is the ultimate goal
• Understanding sales teams makes our marketing
better
• Sales is evolving in such a way that marketers can
play a bigger role
10. SALES REP’S WORLD
• Need to close deals (now!)
• Evaluated against quotas
• Looks for people who are a
good fit, then tries to build
interest
11. INBOUND MARKETER’S
WORLD
• Creating Great Content
• Generating inbound leads
from people coming to
your website
• Handing off inbound leads
that aren’t “sales-ready,” but
might buy in 6 months
21. PLANNING OUT A SALES
CAMPAIGN
• Who are you targeting?
• With Sidekick for Business, you can create a list of
target accounts that you’d like to break into
• Research the decision makers at these companies
• Research their pain points related to what you offer
• Have empathy
22. CREATING SALES CONTENT
• What problems do these people have?
• Think creatively about content opportunities
• Optimize for people first, then problems
• What can you create that quickly conveys value?
• Can you separate out topics by page?
23. PLANNING OUT A SALES
CAMPAIGN
• Plan out a connect sequence with your sales team
25. TYPICAL CONNECT MESSAGE
Hi First name,
I’m Parker Short with Jaxzen Marketing Strategies.We’re a
company that works with companies on inbound marketing and
sales acceleration campaigns.We’re focused on companies like
yours, and I’ve love to schedule some time to talk through your lead
generation needs. Please respond with some times that work for
you, and I’ll send over a calendar invite.Thanks.
Parker
27. HOW CAN WE IMPROVE ON
THE CONNECT SEQUENCE?
• Plan out a connect sequence with your sales team
• Look for ways to add value throughout the process
• ABH - always be helpful
• Integrate content that people can read without having to respond
• You’re unlikely to get a response on the first try (80% of
responses are on the last email), but you can stand apart from
others by including content
28. IMPROVED CONNECT
SEQUENCE
• Connect sequence #1
• Call/leaveVoicemail - mention recent case study on how companies like theirs are addressing a specific problem your
company solves
• Email follow-up - link to 1-2 case studies
• Wait 2-3 days
• Connect sequence #2 - look through whether prospect opened email, what case studies they read, what pages they looked
at
• Call/leaveVoicemail - tailor message to what they expressed interest in
• Email follow-up - Include links to a blog post related to their specific problem
• Wait 3-4 days
• (repeat 3-10 more times, continue to see which email they open and what content they read)
• Break-up email - removes the opportunity
29. IMPROVED CONNECT
MESSAGE
Hi First name,
Is generating leads through your website a priority for you right now? I was looking through your
website and noticed a few things you could fix pretty quickly that should improve your conversion
rates. I’ll send over my thoughts and an ebook with some more tips that you may want to
implement.
My company, Jaxzen Marketing Strategies, works with companies trying to develop inbound
marketing programs, and we’ve seen pretty good results that could be of benefit to you.We offer a
complimentary conversion analysis that identifies the top areas for improvement. If that sounds
like something of interest, I’d be happy to set up some time for us to walk through it.
Thanks
Parker
31. REVIEW ANALYTICS
• With Sidekick for Business, you get a lot of analytics
on these activities
• Track meetings set & responses (positive &
negative) as a high-level metric
• Track content responses
• Track email opens
32. TO RECAP
• With Sidekick for Business, your sales team can perform a targeted
outreach program
• Look for companies of a similar type that they want to pursue
• Develop talking points about how you can help those types of
companies
• Create a connect sequence of 5-12 touch points to begin the
conversation
• Incorporate content to get people interested
33. …OR IN MARKETINGTERMS
• With Sidekick for Business, your sales team can perform a targeted outreach
program
• By doing persona research about who they want to connect with
• Creating content that can be shared with this persona (Blog posts, ebooks,
whitepapers)
• Developing email templates & call scripts that demonstrate your value
proposition
• Use analytics on sales content & email templates to improve your
response rates
