Download - Inbound Sales Enablement by Aviva Walsh
Aviva WalshChannel Consultant, EMEA HubSpot@avivacchs
International Marketing Agency Specialist US, UK and Ireland
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Inbound Sales Methodology
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AWARENESS CONSIDERATION DECISION
HubSpot
1. Inbound sales teams base their entire sales strategy on the buyer rather than the seller.
2. Inbound salespeople personalise the entire sales experience to the buyer’scontext.
INBOUND SELLING PHILOSOPHIES
If the salesperson can not add value beyond the information the buyer can find on their own,the buyer has no reason to engage with the salesperson.
“Getting the right information into the hands of the right sellers at the right
time and place, and in the right format,
to move a sales opportunity forward”
Source: IDC, 2016
The World of Sales is Changing
Reps want to sell better and faster but they have a lot of challenges that hold them back
• Sourcing “good fit” leads • They have to stay organised and efficient to remain
competitive• They need content to add value and help them sell• They need to take a resourceful and consultative approach
but they cant do this without the right tools and insights
40% of sales people say getting a response from a prospect was harder than it was 2 years ago
1 in 4 companies say their sales and marketing teams are “rarely aligned” or “misaligned”
Of companies who say their marketing strategy is effective, 82% have a tightly aligned sales and marketing team
Source: State of Inbound, 2016
You Might THINK You Know Who They Are…
• When was the last time sales and marketing sat down to review your ideal buyer persona together?
• Is marketing creating content for a different audience?
• Who are sales talking to?
BUYER PERSONAS
Start with one segmentation at the company level (like industry) and one at the individual level (like role).
EXAMPLE PERSONAS
• Persona A: VP of Sales at a Technology Company• Persona B: Director of Recruiting at a Technology
Company • Persona C: CEO at a Technology Company
Nail Your Buyer Persona
• Don’t guess your buyer persona• Conduct interviews with key stakeholders and customers• Discover demographic information, pain points, values, goals• Create and incentivise customer surveys• Create an exclusionary or negative persona• Continually analyse data and use experience to iterate and improve
87% of the terms sales and marketing use to describe each other are negative.
Source: Corporate executive board summary, 2016
• Goals - E.g. Marketing pipeline = sales quota
• The amount of leads to be handed over and closed per month (SLA)
• Criteria for a Marketing Qualified Lead
• Criteria for a Sales Qualified Lead
• The handoff process from Marketing to Sales
SMarketing = Alignment
Defining Goals
• Start with your shared goal: Revenue
• Revenue goal = £10,000
• Avg deal size: £1,000 (Current revenue/current customers)
• Customers needed: 10Revenue goal/ Avg deal size
• Average lead to customer: 2%Current customers / Current leads
• Leads needed: 500Customers needed/ Avg Lead to Customer%
Only
45% of businesses have established a
company wide definition of a Sales Ready Lead.
SURVEY BY MARKETINGSHERPA, HTTP://BIT.LY/ZL3SF0
Definition of a SALES READY LEAD?
• Contact who downloaded an ebook on lead gen, Company is 200 – 1000 employees in South London
• A contact at a target company that fits buyer profile, who filled out a form to request a sales demo or start a trial
• A contact at a target company who’s role makes him or her a decision maker (e.g. a VP or Director )
Examples of Sales Ready Leads (MQLs)
Setting Goals for Lead Nurturing
S pecificM easureableA ttainableR elevantT imely
An SLA defines what each team commits to accomplishing in order to support the other in reaching the shared revenue goal(s).
• # marketing-generated leads• # of those leads that will close into customers• Speed that leads are followed up with• Depth of follow up• Revenue from those closed customers• Total revenue closed that month from marketing-generated leads
What does an SLA Look like?
Maintain OPEN communication
• Weekly Smarketing team meeting- Review forecast, roadblocks, progress, share
learnings
• Monthly management meeting - Review revenue goals,
challenges, team performance and quarterly outlook
• Misalignment between sales and marketing technologies and processes costs B2B companies 10% of revenue or more per year.
• Companies with good smarketing practices in place generated 208% more revenue from marketing efforts.
• When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.
Why you NEED to become a Smarketer
Source: Smarketing survey, HubSpot, 2015
Use an effective CRM, integrated with your marketing tools
• Monitor all prospect activity within the contact timeline
• Make, log and record calls
• Save notes to contacts record
• Assign sales opportunities
• Keep a close eye on your sales forecast with dashboards
• Track overall performance and productivity
Provide your sales team with carefully crafted, ready made email templates
• Congratulations email• Provide value email• Send company content• Follow up from a phone call• Responding to social media
posts• Company Announcement
OUTREACH CONTENT
Personalise the entire sales experience to the buyer’s context. This includes:
● Type of organisation the buyer is from● Who the buyer is within that organisation● The stage the buyer is at in their buying
journey
Map the Content to the Buyers Journey
Awareness Consideration Decision
Guides Tips Sheets Checklists Kits Templates Worksheets
Webinars Case Studies Reports E-books Podcasts Whitepapers
Trials Demos Consultations Estimates or Quotes Coupons Discount codes
83% of b2b buyers only want to hear from you if you are able to be relevant and contextual.
Source: IDC Study, Marketing Sherpa
Effective marketing is all about the right context and automated lead nurturing
makes it easy to be timely and relevant.
YOU GET OUTREACH CONTENT!
WE ALL GET OUTREACH CONTENT!
• Track leads by source
• Track leads by campaign
• Number of MQLs
• Number of SQLs
Use Marketing and Sales Dashboards
• Reach• Leads generated• Revenue and Revenue pipeline• Visit to Lead %• Lead-to-Marketing Qualified Lead (MQL) %• Leads Worked-to-Leads Connected %• MQL-to-Opportunity %• Opportunity-to-Customer %• Lead-to-Customer %
Sales Enablement Metrics
• Reach• Leads generated• Revenue and Revenue pipeline• Visit to Lead %• Lead-to-Marketing Qualified Lead (MQL) %:• Leads Worked-to-Leads Connected %:• MQL-to-Opportunity %:• Opportunity-to-Customer %• Lead-to-Customer %
SALES ENABLEMENT METRICS
• Reach• Leads generated• Revenue and Revenue pipeline• Visit to Lead %• Lead-to-Marketing Qualified Lead (MQL) %:• Leads Worked-to-Leads Connected %:• MQL-to-Opportunity %:• Opportunity-to-Customer %• Lead-to-Customer %
SALES ENABLEMENT METRICS