Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/mark-roberge Session Overview In this session, attendees will learn how Mark Roberge used science and social selling to grow HubSpot sales from revenue run rate $0 to a $90 Million in 6 years. Topics include: - Building a high quality content machine on short resources, time, and money - Using technology to streamline sourcing, prospecting, and activity tracking - Generating the ideal sales prospecting formula - Implementing a culture of “metrics-driven sales coaching”

2. How HubSpot Scaled Sales with
Science and Social Selling
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge

3. Old School Sales vs. Modern Sales
 Listen for prospects starting THEIR buy
cycle
 Engage prospects with THEIR interests
 Help prospects through THEIR buying
 Target prospects that are a good fit for
YOU
 Cold call prospects with YOUR elevator
pitch

4. My Goals in Building the HubSpot Sales Team
Better Buying Using CONTEXT
Create a better buying experience for our customers by understanding their
CONTEXT.
Easier Selling Using SCIENCE and TECHNOLOGY
Enable a more efficient sales process for our sales people using SCIENCE and
TECHNOLOGY.
HubSpot Sales Labs is born!

5. #inbound2013
Modern Sales
Sourcing

6. 6 @markroberge
Inbound Marketing: Get Found When and Where
Prospects are Searching
Blog SEO Social Media

7. Create Your Content Engine

8. Create Your Content Calendar
1
eBook w/ LP / Month

9. 4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

10. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month

11. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1
eBook w/ LP / Month

12. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1
eBook w/ LP / Month

13. Listen for Prospects Entering Buy Cycle
 A Fortune 1000 company visits our website
 A prospect opens a sales rep’s email
 A prospect mentions HubSpot, a
competitor, or an industry keyword in social
media
Use TECHNOLOGY to notify a HubSpot sales person when:
Social Media
Website
Email
Available at www.getsignals.com

14. Streamline Outbound Sourcing Using TECHNOLOGY
 Search for ”good-fit” prospects online
 Check CRM for existing lead ownership
 Check Hoovers for industry, location, and
revenue
 Check LinkedIn for company connections
 Enter information into CRM
 Search for ”good-fit” prospects online
 Web browser plug-in auto illustrates:
• Whether prospect exists in CRM
• Prospect industry, location, revenue, etc.
• Company connections to prospect in
LinkedIn
 One-click “Add to CRM” button
www.getsignals.com

15. #inbound2013
Modern Sales
Prospecting

16. LTV/COCA
Attempt #
LTV/COCA
* Data has been altered from actual HubSpot data for the purposes of this presentation.
Erin Leads
All Leads Ollie Leads Ollie Leads
Attempt #
Enterprise
Small Business Mid Market
Modern Sales Prospecting: Use SCIENCE
Instruct sales reps when and how often to follow up with prospects.
Do not have sales reps guess.

17. Modern Sales Prospecting: Use TECHNOLOGY
 Leave prospect voice mail
 Copy and paste email template. Manually
personalize.
 Send prospect email
 Log voice mail in CRM (3 clicks)
 Log email in CRM (3 click)
 Leave prospect voice mail
 Send prospect email. Template available in email
client and automatically personalized.
 Voice mail auto logged in CRM (0 clicks)
 Email auto logged in CRM (0 click)
 Next attempt scheduled (w/science) (0 clicks)
www.getsignals.com
Automatically log prospecting activities to CRM.
Instruct sales reps when and how often to follow up with prospects. Do not have sales reps
guess.

18. #inbound2013
Modern Sales
Management

19. Implement a metrics-driven sales coaching culture
Morning
Afternoon
1st Day of Month 2nd Day of Month
VP Meets with Director
 Review Skill/Development Plans
for each sales person
Director Meets with Manager
 Review Skill/Development Plans
for each sales person
Manager Meets with Sales Person
 Discuss qualitative performance
 Review individual metrics
 Co-Create Skill/Development Plan
Sales Person / Manager Independent Reviews
 Think through qualitative performance
 Review individual metrics
 Think about Skill/Development Plan

20. Implement a metrics-driven sales coaching culture
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different
Sales Rep

21. “Peel Back the Onion” for More Insight
* Data has been altered from actual HubSpot data for the
purposes of this presentation
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio

22. 1 HubSpot Sample Email Sales Templates
http://www.getsignals.com/sales-email-templates
2 More on Metrics-Driven Sales Coaching
http://blog.hubspot.com/sales/secrets-to-metrics-based-coaching-df13-presentation
3 Free modern prospecting tools from the HubSpot Sales
Labs
www.getsignals.com
Additional Resources