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Power the Bottom of the
Funnel with Sales
Enablement
Debbie Farese
Senior Manager, HubSpot
#INBOUND15
2/3
Of a buyer’s research
is completed before
reaching out to Sales
Source: Forrester
#INBOUND15
Mission:
Create tools & content based on the buyer’s journey
to increase lead-to-customer conversion rate.
INBOUND15
When are you ready
to start?
INBOUND15
Pre-Req #1
Understand your
Buyer Persona(s)
[Name]
[Demographic]
[Goals]
[Habits & Needs]
INBOUND15
Pre-Req #2
Get a full picture and
definitions for each stage
of your funnel.
INBOUND15
What should you
actually DO?
INBOUND15
Start by Understanding the Buyer’s Journey
Aha, there’s the
problem. What
are my options?
Something is
wrong her...
INBOUND15
Tip #1
Prioritize leads
and help reps leverage
triggering events.
A triggering event surfaces pain.
Teach reps h...
INBOUND15
Tip #2
Lead with customer pain
points in your pitch deck.
Stop leading with logo slides; give
buyers something t...
INBOUND15
Tip #3
Create a diagnostic
checklist for reps’ to use
in exploratory meetings.
Create a guide for reps to use to...
INBOUND15
Tip #4
Optimize BOFU offers for
keywords comparison
shoppers use.
78% of business software buyers begin
their ev...
INBOUND15
Tip #5
Monitor social media for
conversations with
buyers.
1-in-3 US buyers are influenced by
social media in th...
INBOUND15
Tip #6
Develop a community of
customer advocates to
help tell your story for you
(and close deals).
Customers ar...
INBOUND15
So how do you
measure all this stuff?
INBOUND15
Quantitative
Lead to Customer
Conversion Rate
No metric is perfect, but use lead-to-
customer conversion as your...
INBOUND15
Qualitative
Sales Rep & Manager
Feedback
The best way to know how you’re doing
is to ask them to tell you to you...
INBOUND15
THANK YOU!
INBOUND15
Questions?
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Deborah Farese - Power The Bottom Of The Funnel With Sales Enablement

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INBOUND 2015

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Deborah Farese - Power The Bottom Of The Funnel With Sales Enablement

  1. 1. INBOUND15 Power the Bottom of the Funnel with Sales Enablement Debbie Farese Senior Manager, HubSpot
  2. 2. #INBOUND15 2/3 Of a buyer’s research is completed before reaching out to Sales Source: Forrester
  3. 3. #INBOUND15 Mission: Create tools & content based on the buyer’s journey to increase lead-to-customer conversion rate.
  4. 4. INBOUND15 When are you ready to start?
  5. 5. INBOUND15 Pre-Req #1 Understand your Buyer Persona(s) [Name] [Demographic] [Goals] [Habits & Needs]
  6. 6. INBOUND15 Pre-Req #2 Get a full picture and definitions for each stage of your funnel.
  7. 7. INBOUND15 What should you actually DO?
  8. 8. INBOUND15 Start by Understanding the Buyer’s Journey Aha, there’s the problem. What are my options? Something is wrong here. Time to decide on the best way to fix this.
  9. 9. INBOUND15 Tip #1 Prioritize leads and help reps leverage triggering events. A triggering event surfaces pain. Teach reps how to recognize them.
  10. 10. INBOUND15 Tip #2 Lead with customer pain points in your pitch deck. Stop leading with logo slides; give buyers something they can relate to.
  11. 11. INBOUND15 Tip #3 Create a diagnostic checklist for reps’ to use in exploratory meetings. Create a guide for reps to use to surface a prospect’s pain points.
  12. 12. INBOUND15 Tip #4 Optimize BOFU offers for keywords comparison shoppers use. 78% of business software buyers begin their evaluation with a web search. Source: TrustRadius .
  13. 13. INBOUND15 Tip #5 Monitor social media for conversations with buyers. 1-in-3 US buyers are influenced by social media in their purchases. Source: Navigating the New Digital Divide, Deloitte, 2015
  14. 14. INBOUND15 Tip #6 Develop a community of customer advocates to help tell your story for you (and close deals). Customers are key in your BOFU toolkit for referrals, references, case studies, product reviews and social media responses.
  15. 15. INBOUND15 So how do you measure all this stuff?
  16. 16. INBOUND15 Quantitative Lead to Customer Conversion Rate No metric is perfect, but use lead-to- customer conversion as your north star.
  17. 17. INBOUND15 Qualitative Sales Rep & Manager Feedback The best way to know how you’re doing is to ask them to tell you to your face!
  18. 18. INBOUND15 THANK YOU!
  19. 19. INBOUND15 Questions?

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