how to make your sales team love you

HELLO!

WHO AM I?

• Parker Short

• Co-founder of Jaxzen Marketing Strategies

• Fun Fact…

Coming July 2015

I WANT TO TALK TODAY ABOUT SALES

SALES?

YES, SALES.

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

SURVEY TIME!

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

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

CAN CAUSE SOME PROBLEMS

Source: Mark Roberge, http://www.slideshare.net/HubSpot/inbound-sales

ONE SOURCE OF PROBLEMS

• Sidekick for Business was officially launched last week

• HubSpot’s new sales tool for teams

• Opens up big opportunities for marketers

• Sales acceleration tool

• Helps sales reps & BDR’s move quickly

• Has a big CONTENT component

Sales Email Templates

Send emails that get responsesTrack results across the team

Improved Prospect Report

Quickly find contact information from interested companiesAdd them to your CRM

Call Queue

Create queues of people to follow-up withAutomatically log the activity in your CRM

Sales Content & Analytics

Create content that can be shared with prospectsSee what they respond to

WHAT DOES THIS MEAN FOR MARKETERS?

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

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?

PLANNING OUT A SALES CAMPAIGN

• Plan out a connect sequence with your sales team

TYPICAL CONNECT SEQUENCE

• Connect sequence #1

• Call/leave Voicemail

• Email follow-up

• Wait 2-3 days

• Connect sequence #2

• Call/leave Voicemail

• Email follow-up

• Wait 3-4 days

• (repeat 3-10 more times)

• Break-up email - removes the opportunity

TYPICAL CONNECT MESSAGEHi 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

TYPICAL CONNECT RESPONSES

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

IMPROVED CONNECT SEQUENCE

• Connect sequence #1

• Call/leave Voicemail - 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/leave Voicemail - 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

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

IMPROVED CONNECT RESPONSE*

*Responses may vary

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

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

…OR IN MARKETING TERMS• 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

QUESTIONS?

QUICK SURVEY