Sales enablement requires marketing and sales to work together to best close leads into customers. Here’s how marketing can better empower sales with the most important contact information using HubSpot.

1. #HUGCLE
Sales Enablement

2. #HUGCLE
Keith Moehring
VP of Strategic Growth
PR 20/20
keith@pr2020.com
@keithmoehring

3. HUGCLE.Slack.com

4. Sales Enablement
in HubSpot

5. Definition
Sales Enablement
noun
The processes, content, and technology that
empower sales teams to sell efficiently at a
higher velocity.

6. 1. Defining the menu
Today’s Agenda
2. Capturing orders
3. Serving it up on a silver platter
4. Taking it to the next level

7. 1. Defining the menu
Today’s Agenda
2. Capturing orders
3. Serving it up on a silver platter
4. Taking it to the next level

8. MARKETING AND SALES NEED A
SHARED UNDERSTANDING OF
WHAT A QUALIFIED LEAD IS.

9. IDEAL CUSTOMER PROFILE
A checklist of the most basic attributes someone needs to
have in order to be successful as your customer.

10. • Live in Cleveland
• Event with more than 20 people
• Limited dietary restrictions
Sample B2C Ideal Customer Profile

11. What are the key traits a
person or organization has to
have in order to be a good
fit for your offering?
List them out and turn them into a checklist.
Key Traits
~~~~~~~~~
~~~~~~~~~~~~~
~~~~~
~~~~~~~~
~~~~~~~~~~~~~~~~~

12. Lead Qualification Matrix
GoodFitPoorFit
Leads

13. Lead Qualification Matrix
GoodFitPoorFit
Leads
QUALIFIED
UNQUALIFIED

14. NOT ALL QUALIFIED LEADS
ARE READY TO TALK TO SALES.

19. Lead Qualification Matrix
GoodFitPoorFit
Sales-Ready Unready

20. HAND RAISER
Someone who explicitly asks to talk to sales.

21. Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready

22. Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING

23. Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES
NURTURING
NURTURING
SALES MARKETING

24. Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING

25. THE MORE LEADS YOU HAVE, THE
HIGHER YOUR LEAD QUALIFICATION
STANDARDS CAN BE.

26. Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
LOW VOLUME:
SALES
HIGH VOLUME:
MARKETING

27. Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
LOW VOLUME:
SALES
HIGH VOLUME:
MARKETING

28. Lead Status Property

29. 1. Defining the menu
Today’s Agenda
2. Capturing orders
3. Serving it up on a silver platter
4. Taking it to the next level

30. CAPTURE THE DATA NEEDED TO
IDENTIFY QUALIFIED SALES LEADS
AND THEIR SALES READINESS.

31. Lead
Forms

32. Online Chat

33. IP Information

34. HubSpot Insights

37. THE MORE EDUCATION YOU CAN
PROVIDE YOUR PROSPECTS BEFORE THEY
MEET WITH SALES,
THE MORE QUALIFIED THEY’LL BE WHEN
THEY GET THERE.

38. • What is your product?
• How much does your product cost?
• Who’s been successful when your product?
• What are the common problems with your product?
• How does your product compare to your competitors’?
• What’s required to be successful with your product?
Questions Your Content Should Answer:
h/t They Ask You Answer by Marcus Sheridan

40. 1. Defining the menu
Today’s Agenda
2. Capturing orders
3. Serving it up on a silver platter
4. Taking it to the next level

41. Filtered Contact Lists
• Who should sales be
working with?
• When should they work
with them?
• What action should they
take with them?

42. Sales Notification Emails
• Contact details
• Form completed
• Qualifying information
• HubSpot record link

43. Persona Pain Feature Content
VP of Marketing Admin Work Automation Blog Post: “Intro to
Workflows”
Ebook: “Marketing
Automation 101”
Content Creation CMS Video: “HubSpot’s CMS”
Blog: “What Is a CMS?”
Blog: “Why CMS Matters”
Content Strategy Ebook: “2018 Content
Strategy Guidebook”
Video: “Pillar Pages”
h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey
Content Matrix

44. Email Templates

45. Snippets

46. Lead Scoring
Qualification Scores
Prioritization Scores
100 points each
1 to 10 points each

47. 55 8515
255 385115

49. 1. Defining the menu
Today’s Agenda
2. Capturing orders
3. Serving it up on a silver platter
4. Taking it to the next level

50. Email Integration

51. One-to-One Video

52. Lead Revisit Notifications

54. LinkedIn Sales
Navigator

55. LinkedIn Sales Navigator

56. Playbooks (Enterprise Only)
• Interactive guides available on
contact record.
• Provide sales reps with easy
access to all kinds of info.
• Collect vital information during
calls.

57. AMA

58. HUGCLE.Slack.com
#SalesEnablement