HUG Vancouver

INBOUND SALES Enablement

A collaboration by HUGs, HubSpot Academy, HubSpot Sales Team

and Versio2

© 2016, Versio2 Digital Marketing Ltd.Twitter: @Versio2

P R E S E N T E R

Co-leader, Vancouver HUG

Managing Partner

Versio2 Digital Marketing Ltd.

Stephan Burckhardt

Agenda

1) What it Is

2) How It’s Used 3) How it Works 4) Panel & Experiences

5) More Q&A

What It Is1

Inbound sales transforms sales to match the way people buy.

..so how do they buy today?

What Most CRMs Look Like

If reps don’t adopt’s, everything stops.

70% of CRM implementations fail

What a CRM Should Look Like

Guess where Hubspot fits?

10,000+ WEEKLY ACTIVE USERS

1M+ EMAILS SENT OR LOGGED

190,000+ DEALSCREATED

May 2015

Hubspot CRM Adoption (one year ago)

HubSpot’s Sales Products

CRM Basics – Contacts, Companies, Deals, Tasks

Notifications & Inbox Productivity Tools

Templates, Calling, Documents, Prospecting, Connections, Sequences

HubSpot CRM Sidekick Sidekick For Business

Free200+ Notifications $10/mo

$50/user/month FreeNo Limits on Users, Storage, Time

Companies looking to adopt their first CRM,

Companies looking to simplify their process

Good Fits for HubSpot CRM

In development, not (yet) 100% solved:

- Custom object types

- Team hierarchy

- Complex workflows

When to Adopt?

- Multiple people touch data, but lack context about interaction history

- No one central place where all can access details on leads & customers

- Difficulty tracking the sales opportunities & forecasting performance

How It’s Used2

Changing our Mindset

1. Focus on buyer not seller.

2. Personalize sales experience to buyer’s context.

If the salesperson can’t add value beyond the information buyers can find on their own, they have no reason to engage with the salesperson.

BUYER’S JOURNEY

CONNECT > EXPLORE > ADVISE

CONNECT

Inbound salespeople lead with a message personalized to the buyer’s context.

Legacy salespeople use generic pitches and entice the buyer with a discount.

CONNECT

1. Define your personas

2. Define your sequences for each persona

3. Define the outreach content for each sequence

HOW TO SET UP CONNECT STRATEGY

CONNECT

SEQUENCES Ask yourself:

1. Which mediums will we use to reach out to each persona?

2. When will you reach out? 3. If you don’t connect the first time,

how many times do you try again?

CONNECT

SEQUENCES Ask yourself:

1. Which mediums will we use to reach out to each persona?

2. When will you reach out? 3. If you don’t connect the first time,

how many times do you try again?

CONNECT

OUTREACH CONTENT

Personalize the entire sales experience to the

buyer’s context: ● Type of organization the buyer is in

● Who the buyer is within that organization

● The stage the buyer is at in their buying journey

EXPLORE

Guide an exploratory conversation so that you’re in control while empowering your prospect to make the right decisions.

EXPLORE

This framework helps you position your products and services

as a solution to your buyer’s unique challenges.

ADVISE

Inbound sales serve as translators

between the generic messaging on your

company website and the

unique needs of your buyer.

How It Works3

Method #1: Use HubSpot Marketing

Getting Data Into HubSpot CRM

HubSpotMarketing

HubSpot Database

HubSpotCRM Both systems share one

underlying database. No syncing, no integrations to set up – it just works.

Method #2: Import Data from Elsewhere

Getting Data Into HubSpot CRM

Import Contacts, Companies, Deals & Tasks via CSV. Create custom properties to hold any kind of data.

Method #3: Adding Records via Sidekick

Getting Data Into HubSpot CRM

Log in CRM creates a new contact & associated company record when one doesn’t already exist

Method #3: Adding Records via Sidekick

Getting Data Into HubSpot CRM

Add to HubSpot button - add contacts & companies from the web or from your inbox

Method #4: Other Integrations

Getting Data Into HubSpot CRM

Our API is free. Connect hundreds of apps with Zapier.

Texan example

Ownership in HubSpot CRM

Every record can have an assigned owner. Ownership cascades down to associated records.

Ownership in HubSpot CRM

Choose which users see everything, and which users see only the records they own.

Deal Stages

Sales Can Use Marketing Data

Reps can use marketing data to surface the best leads to follow up with.

Sales Can Use Marketing Data

Reps can tailor their approach based on a prospect’s interests and behavior.

Marketing Can Use Sales Data

Marketers get access to data on sales that they canuse to segment.

Marketing Can Use Sales Data

Marketers can leverage their tools tosupport the sales process

Our Panel4

CRM Benchmarks

● Brianna Blaney, TPD

● Sean Hougan, Bonzai Intranet

● Jeff Pelletier, Basetwo Media

● Stewart X, Uklipz

CRM Panelists

● How are you using the tool?

● What do you dislike and like about it (ease-of-use, features,

mobile UX, analytics, integration with marketing)?

● How does it compare to other tools you've used or evaluated?

● What are some of the things to look for when evaluating this

and other CRMs?

● What tips do you have for current users?

Panelist Questions

Q&A5

Check it out here: hubspot.com/crm

Learn more about

Inbound Sales

Thank You!