In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
2. Housekeeping
● 90-minute presentation with audience
Q&A
● Type questions into the “question
box” to submit throughout the
presentation
● This session is being recorded and
you will receive a copy following the
live event
3. Allow Me to Introduce...
● Boston-based Growth Enablement Company
● Our Mission is to help companies position
their people, processes, and technology for
faster growth
● Specialize in Consulting, Data, and
implementation and integration of CRM,
Marketing Automation, Customer Service,
ERP, and AI technologies
7. Imagine a world where….
● a marketing team’s success is measured only by the number of leads they generate
● Marketers therefore spend all their time focusing on how to generate and convert as many
leads as possible
● The handoff from Marketing to Sales is clunky and slow, causing for a delay in following up
with even the hottest leads, hurting conversion rates
● Sales teams are not given all the information they want and need to see in order to open a
conversation with a prospect
● The sales team is then flooded with tons of leads and have to spend their time combing
through to find the quality leads
● Then the sales teams eventually get frustrated and ignore those leads entirely, instead going
back to prospecting and cold calling themselves
● Marketing complains that sales is ignoring the leads they worked hard to generate claiming
they didn’t work them hard enough, making it hard to prove ROI and increase budgets
● Marketing blames sales, sales blames marketing, the whole company suffers and turnover is
usually high on both teams
Does this sound familiar to you?
8. You’re not alone!
●60% of global respondents in a LinkedIn survey believed that misalignment between
Sales and Marketing could damage financial performance
●90% of Sales and Marketing professionals point to a number of disconnects across
strategy, process, content, and culture
●Only 7% of salespeople said leads they received from marketing were very high
quality
●only 28% of salespeople said marketing was their best source of leads
●43% of sales and marketing people said “lack of accurate/shared data on target
accounts and prospects” was the biggest challenge when it comes to aligning
sales/marketing departments
●30% of marketers ranked “consistent use of systems” as their top need from their
sales teams and 22% said “better lead follow up”
10. What is Smarketing?
Smarketing refers to the alignment between your Marketing and Sales
teams, created through frequent and direct communication between the
two.
The goal is to have measurable goals that each team agrees to hit so there’s
mutual accountability, ideally like an SLA (Service Level Agreement), i.e. Sales
expects a certain quality of leads from marketing, and marketing requires that
sales will put in effort to convert each qualified lead (QL).
11. Benefits of Smarketing:
- 87% of sales and marketing leaders say collaboration between sales and
marketing enables critical business growth
- 81% of marketers work with sales teams on ABM strategies
- 94% of top-performing salespeople surveyed on LI called their marketing leads
“excellent” or “good”
- Sales and marketing alignment can lead to a 32% increase in YoY revenue
growth
- Sales and marketing alignment can lead to a 38% higher sales win rate
- 80% of marketers say ABM improves customer lifetime value, while 86% say it
improves win rates
- 85% of marketers with an SLA think their marketing strategy is effective
12.
13. 4 Steps to Build a Smarketing Engine
1. Get on the same page
2. Define goals and strategies together
3. stop, look, and listen
4. build for scale, automate, and optimize
14. Step 1: Get on the same page
A. Agree on a mutual definition of an Ideal Customer Persona and what a truly
Qualified Lead (QL) looks and acts like
B. Define a single customer journey and content for each stage
C. Break the silos and implement a CRM for single source of truth
D. Be consistent with your messaging and agree on the common terms you use to
describe your company, products, or services and the challenges you solve for
15. Step 2: Define Goals and Strategies Together
A. Agree on an SLA (service level agreement)
B. Define joint KPIs to unite everyone under one common goal
a. revenue growth
b. retention rates
c. customer lifetime value
C. Define what, specifically, qualifies someone as an MQL or SQL
D. Agree on lead prioritization and scoring metrics
E. Meet on a regular basis and have an alias or slack room for collaboration and
communication
16. Step 3: Stop, Look, and Listen
A. Use a “marketing first” approach
B. Collect customer feedback
C. Team up on growth and retention
17. Step 4: Build for Scale, Automate, and Optimize
A. Leverage Marketing Automation tools to automagically route hot and ready-to-buy
leads to salespeople to shorten sales cycles
B. Build in timers and reminders into your marketing and sales processes to keep
things moving forward
C. Automate lead scoring based on a variety of behaviors with an MA tool
D. Leverage MA + CRM tools (like HubSpot!) to understand and replicate customer
journeys and buying behaviors
E. Keep serving up your biggest revenue driving assets to similar looking and
behaving customers
F. Implement ABM strategies to increase conversions from larger B2B accounts
19. What is ABM and Why Should I Care?
ABM (or key account marketing) is a strategic approach to B2B marketing based on
goals for specific target accounts, typically fewer but of higher values.
Benefits of ABM:
● ABM helps teams to engage with higher value prospects earlier in the sales
process
● Maximizes value and ROI from marketing campaigns and resources
● hyper personalized communications
● Enhanced tracking and easier reporting
● Closer alignment with marketing and sales teams!
29. A Single Source of Truth
Makes it easy to align
One Intuitive UX
Makes it easy to adopt
A Unified Codebase
Makes it easy to adapt
Crafted for Growth
31. Thank You for Joining Us!
Schedule Your Complimentary Smarketing Strategy Review and Consultation:
● Review your goals and objectives
● An efficiency assessment of your tech stack
● Brief review of your website
● Recommendations for improvement that impacts your business goals
● Personal demo of HubSpot and how it can help increase traffic, convert leads, and prove ROI
Email growth@brainsell.net to schedule!
Hinweis der Redaktion
Sonja to introduce webinar
Sonja to run to housekeeping
Sonja brief intro to BrainSell
Sonja to introduce and transition to Zoya
Zoya to kick it off
i know this is gonna sound crazy but hopefully you can all use your imaginations and come with me into this crazy world im about to describe
make love not war!
how to establish a marketing/sales SLA
https://blog.hubspot.com/blog/tabid/6307/bid/5885/Improving-Sales-and-Marketing-Alignment-The-Marketing-and-Sales-SLA.aspx?__hstc=66863025.0d6107ebad1bcbcda3583c319612a60c.1460467739081.1464394101413.1464702387393.64&__hssc=66863025.12.1464702387393&__hsfp=3639321233
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.”
https://blog.hubspot.com/sales/stats-that-prove-the-power-of-smarketing-slideshare
https://www.marketo.com/marketing-and-sales-alignment/
Establish and agree on your buyer personas
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.”
helps to bring M/S teams to the same page
company size, industry, experience etc
if you dont get aligned, you wont understand their challenges, which means you wont understand their needs, which means it wil be harder to sell your solutions
your ICP should be a living breathing document shared between m/s teams and updated often (especially now after covid!)
Build a single customer journey
there should never be silod experiences for your customers or prospects, instead you should aim for a single brand customer experience.
start with awareness all the wy down to brand loyalty, everything should be tied together as an experience
biggest challenge in this area is a holisitc view of the customer, something that is often aided by having a reliable and easy to use CRM, which we’ll touch on a bit later
Use a “marketing first” approach
prospects are less likely to respond positively to cold calls or sales emails if they’ve never heard of you, and this can negatively impact your reputation and chances of closing the deal later
marketing first means marketers find or target potential customers who have a specific problem and show them how it can be solved
marketing warms up and nurtures leads by sharing information on product or services they’re selling with key feautres/benefits
once lead has been informed and nurtured, sales can step in and reinforce what the marketing team said and close the deal
Measure the same or joint KPIs
one of biggest challenges in alignment is that hte teams are measured differently; sales teams on numbers (number of new accounts, revenue, deals closed), while marketing is measured by lead quantity, quality, and brand awareness.
to get everyone moving in the same direction, unite them under one common goal
allows you to see cracks and gaps in the entire funnel better, allowing you to fix the whole thing and not just parts
make sure to schedule frequent meetings between teams to collaborate and agree on shared metrics, i.e. revenue growth, retention, etc
Collect customer feedback
voice of customer is important in understanding how and why you win
use these insights to pick out specific phrases to create new marketing messaging, or refine your product/services offerings.
understand what your customers really like about you
Be consistent with your messaging
instead of using different words and phrases, use the same messaging and key words to reinforce the same messages over and over, helping to build better trust
a fractured message can lead to confusion, loss of trust, and uncomfortable and inconsistent journeys. i.e. marketing told me this but sales said the opposite and now i dont trust either one
Provide marketing assets for every sales stage
content marketing is the most effective way to nurture prospects and customers over longer periods of time, however having a lot of unorganized content can make it difficult for sales teams to be effective
2 out of 3 sales reps dont kow what content to send to prospects, meaning lots of the great work marketers are putting together may be going to waste
the more aligned the teams, the better they understand exactly what content to send at what time
marketing teams create content that sales people can use to move people down the funnel and into closing the deal
have sales teams share ideas on what content people are asking for or think may help
Team up on growth and retention
retention isn’t just up to customer service teams, it really starts with the marketing and sales teams.
we all know attracting new customers is up to 7x more expensive than retaining them, instead teams can work together to increase CLTV
i.e. once a customer has been acquired, marketing should shift messaging from attracting to growing and influencing a customer to stay a customer, increase engagement, try new products, upgrade their usage, add more seats etc
Buyer personas aren't just valuable to Marketing; they also educate Sales on who they're selling to, what they care about, and how to help them. agree on things like company size, industry, job roles,
there should never be silod experiences for your customers or prospects, instead you should aim for a single brand customer experience.
start with awareness all the wy down to brand loyalty, everything should be tied together as an experience
biggest challenge in this area is a holisitc view of the customer, something that is often aided by having a reliable and easy to use CRM, which we’ll touch on a bit later
3. a crm can be your greatest asset when it comes to understanding your customers and increasing customer loyalty and lifetime value
instead of using different words and phrases, use the same messaging and key words to reinforce the same messages over and over, helping to build better trust
a fractured message can lead to confusion, loss of trust, and uncomfortable and inconsistent journeys. i.e. marketing told me this but sales said the opposite and now i dont trust either one
one of biggest challenges in alignment is that hte teams are measured differently; sales teams on numbers (number of new accounts, revenue, deals closed), while marketing is measured by lead quantity, quality, and brand awareness.
to get everyone moving in the same direction, unite them under one common goal
agree on what a good MQL vs SQL looks like. what actions do those people need to take to be defined as such?
and furthering that - what does a good lead score look like? did they open an email or did they download a resource and go to the pricing page just now?
Use a “marketing first” approach
prospects are less likely to respond positively to cold calls or sales emails if they’ve never heard of you, and this can negatively impact your reputation and chances of closing the deal later
marketing first means marketers find or target potential customers who have a specific problem and show them how it can be solved
marketing warms up and nurtures leads by sharing information on product or services they’re selling with key feautres/benefits
once lead has been informed and nurtured, sales can step in and reinforce what the marketing team said and close the deal
Collect customer feedback
voice of customer is important in understanding how and why you win
use these insights to pick out specific phrases to create new marketing messaging, or refine your product/services offerings.
understand what your customers really like about you
Team up on growth and retention
retention isn’t just up to customer service teams, it really starts with the marketing and sales teams.
we all know attracting new customers is up to 7x more expensive than retaining them, instead teams can work together to increase CLTV
i.e. once a customer has been acquired, marketing should shift messaging from attracting to growing and influencing a customer to stay a customer, increase engagement, try new products, upgrade their usage, add more seats etc
not intended to replace your regular marketing campaigns, only to supplement them
According to the Information Technology Services Marketing Association, 84% of businesses surveyed said that account-based marketing delivers higher ROI than other types of marketing.
Enhanced tracking. While reviewing your bottom line, ROI is critical. But it’s also critical to report on the tactics that either contribute or don’t contribute to that ROI. You must review the effectiveness of each tactic, whether it's an email campaign, special event, or webinar. By knowing the effectiveness of each individual component of your ABM strategy, you will be able to build more effective campaigns moving forward.
In addition, with the software platforms available now, tracking is almost real-time so you can make changes to your campaign on an ongoing basis. Tracking these metrics daily will save you time and budget.
A survey from Bizible found that “marketers doing ABM are about 40% more likely to report alignment with their sales team compared to marketers not doing ABM.”
https://www.forbes.com/sites/forbesagencycouncil/2017/07/21/five-reasons-to-implement-account-based-marketing-into-your-b2b-marketing-strategy/?sh=5d74926161e1
HubSpot’s been around for 15 years now - we just hit 100k customers & we run hundreds of thousands of calls with companies big & small every year -——
And when we untangled some of that complexity & the challenges teams face managing the buyer experience, we pulled out 5 really core elements that help them make their experience-engines run.
Just like we all need elements like air, water, etc. to survive, our customers need:
Content to reach people who are unaware they exist
Messaging to start conversations with them
Automation to streamline the process…
Reporting/Insights to understand what’s working & what isn’t
And of course, an underlying layer of data to capture all of this & be able to optimize accordingly
Like I mentioned, you have options.
There’s over 12,000 vendors that can help you solve for one, or a few of these elements, really well --- but might not solve for the entire experience
And that’s what inspired us to build HubSpot differently.
We took all of the critical elements of customer experience management -- Content, Messaging, Automation, Reporting & Data --- & handcrafted them into one unified code base.
With a single buyer’s experience at the center of it all.
Because we crafted a single source of truth from the ground up, our customers get a product that helps them:
Improve their buyer experience with one customer record, not many
Speed up team efficiency by combining efforts into one intuitive UX
And reduce total cost of ownership by taking a strategic approach to consolidation of customer tech