Help! My Sales Team Thinks Our Inbound Leads Suck. #INBOUND13
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INBOUND 2013 presentation by Mark Roberge. Register for INBOUND 2014 at www.inbound.com
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Help! My Sales Team Thinks Our Inbound Leads Suck. #INBOUND13
- 1. HELP! MY SALES TEAM THINKS OUR INBOUND LEADS SUCK. Mark Roberge SVP Sales and Services – HubSpot @markroberge #inbound13
- 2. Old School Sales and Marketing • Trade Show Booths • Build Lists • Logo Design • Cold Call High • Messaging • Lead with Elevator Pitch • Pitch Decks • Always Be Closing
- 3. New School Marketing, Old School Sales • Social Media • Build Lists • Blogging • Cold Call High • SEO • Lead with Elevator Pitch • Content • Always Be Closing
- 4. Transform the way you target leads. #inbound2013
- 5. Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must. OUTBOUND SALES Good Fit Has Pain
- 6. Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must. OUTBOUND SALES INBOUND SALES Good Fit Has Pain Has Pain Good Fit
- 7. Avoid the lead scoring trap.
- 8. Use Buyer Context to Determine when to Pass Leads to Sales Enterprise Mid Market Small Business Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer
- 9. Use Buyer Context to Determine when to Pass Leads to Sales Enterprise Mid Market Small Business Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer
- 10. Use Buyer Context to Determine when to Pass Leads to Sales Enterprise Mid Market Small Business Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer
- 11. Use Buyer Context to Determine when to Pass Leads to Sales Enterprise Mid Market Small Business Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer Prospect Lead Opportunity Opportunity Customer
- 12. Use Buyer Context to Determine when to Pass Leads to Sales Enterprise Mid Market Small Business Prospect Lead Opportunity Customer Prospect Lead Opportunity Customer Prospect Lead Opportunity Opportunity Customer
- 14. Transform the way you prospect leads. #inbound2013
- 15. How an Outbound Trained Sales Person Prospects an Inbound Lead #1 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/27 at 3 PM
- 16. How an Outbound Trained Sales Person Prospects an Inbound Lead Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” #2 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/29 at 2 PM
- 17. How an Outbound Trained Sales Person Prospects an Inbound Lead Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” #3 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/1 at 4 PM
- 18. How an Outbound Trained Sales Person Prospects an Inbound Lead Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #3: 6/1 at 4 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” #4 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/4 at 3 PM
- 19. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach
- 20. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach Social Media Website Email
- 21. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach HOW DOES THAT WORK?
- 22. How an Inbound Trained Sales Person Prospects an Inbound Lead #1 “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM
- 23. How an Inbound Trained Sales Person Prospects an Inbound Lead Voicemail #1 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” #2 “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM
- 24. How an Inbound Trained Sales Person Prospects an Inbound Lead 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” #3 “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” 6/1 at 12 PM
- 25. How an Inbound Trained Sales Person Prospects an Inbound Lead 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 6/1 at 12 PM “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” #4 “Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume that generating more leads through social media in 2013 is no longer a priority. Call me anytime if things change.” 6/4 at 10 AM
- 26. LTV COCA LTV / COCA Apply Science to Optimize the Prospecting Cadence Attempt # Attempt All Leads Enterprise Erin Leads Small Business Ollie Leads Mid Market Ollie Leads * Data has been altered from actual HubSpot data for the purposes of this presentation.
- 27. Sales needs to monitor prospects’ interactions everywhere.
- 28. Monitoring For Individual Triggering Events Prospect mentions your company, a competitor, or an industry term in social media. Prospect opens an email you sent them. Prospect visits your website. Prospect changes role in LinkedIn. Customer mentions you in Twitter.
- 29. Transform the way you connect with leads. #inbound2013
- 30. The Old School Sales Process “Let’s talk profit margins!” “Let’s.”
- 31. When Old School Tries to Go New School “Let’s talk profit margins!” “Huh?”
- 32. Transform Your Sales To Connect With Influencers “Let’s talk marketing strategy.” “Great. My boss is looking to boost site traffic. Let’s get him on this call.”
- 33. Transform the way your prospects perceives your sales people. #inbound2013
- 35. Always Be Closing ALWAYS BE HELPING
- 36. Train Sales to “Live” in your Prospects’ World
- 37. Set Them Up to be Thought Leaders
- 38. Sales isn’t pitching and closing. It’s diagnosing and prescribing. #inbound2013