connecting the dots between marketing & sales hubspot, ring revenue, and salesforce integration
TRANSCRIPT
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Connecting the Dots Between Marketing &
SalesHubspot, Ring Revenue, and
Salesforce Integration
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About Me
We’re passionate about delivering premium design & digital marketing services to growing companies, using strong in-house technical expertise and a results-driven process to help our clients generate leads and sales online.
About Whole Brain Group
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Marketing & Sales Traction
• We use a strategic process based on the Entrepreneurial Operating System
• Structured meeting rhythm
• Level 10 Agendas
• Focus on 3-4 rocks/priorities per quarter
• Aligned with company goals & vision
• Connecting the dots between sales & marketing
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Define the client’s company vision & goals
• Gather the executive team
• Understand the client’s long-term vision
• Understand their one-year target and key metrics
• Identify the key challenges/obstacles to reaching their growth goals
• Align your marketing strategy to support their vision and goals
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Get the Sales & Marketing Teams On Board• Make sure the sales & marketing teams
understand and supports the company’s growth goals & vision
• Identify concerns & challenges related to their roles in supporting the company’s growth goals
• Identify inefficiencies and gaps in the sales process
• Ask about how the company’s digital presence supports/hinders their ability to sell
• Get their help in generating ideas for content offerings
• Help them understand how their role may change as marketing and lead generation improves
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Identify Gaps & Weaknesses in the Sales Process
Lost Opportunity
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Collecting Data: Call TrackingRing Revenue generates a dynamic phone number for each website visitor
•Tracking: Call-in leads are recorded in both Hubspot & Salesforce - source, duration, keywords, etc.
•Reporting: See where calls are coming from - PPC, Organic Search, Direct
•Monitoring: Allows us to listen to sales calls and determine if any additional sales coaching or training is necessary
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Collecting Data: SalesforceHubspot info in Salesforce:‣How the prospect found the site‣Number of page views and visits‣Forms submitted‣Emails opened‣Lead score‣Call-in details (duration, recording, date, time, etc.)
Salesforce info in Hubspot‣Opportunity stage‣Opportunity owner‣Customer data‣Industry, Lead Status, etc.
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Advanced Reporting & Sales Data Analysis‣ Revenue/sales generated by PPC,
Organic (even if it was originally a call in lead)
‣ Drill down to keyword level if desired
‣ Sales by landing page source
‣ Call-in leads: duration, sources, keywords
‣ Comprehensive performance dashboard includes marketing & sales activities
Reporting now available in Salesforce
‣ Customers closed by online source
‣ Drill down to keyword level & campaign
Reporting now available in Hubspot
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Lessons Learned‣Data cleanup is incredibly time consuming - don’t underestimate this part
‣Sales process is never as well-understood or documented as the client says it is
‣Plan for a phased rollout of changes to keep change shock to a minimum
Results‣Marketing team has a better understanding of which activities generate revenue
‣More discipline in data entry & adherence to the documented sales process
‣Company owner has more intelligence to make business decisions
‣More effective marketing + higher customer revenue = more work for us
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Whole Brain Group
[email protected]://twitter.com/wholebraingroup
http://www.facebook.com/wholebraingroup
Talk to me