Presentation on the Hubspot CRM at Vancouver HUG August 2016

1. HUG Vancouver
INBOUND SALES
Enablement
A collaboration by HUGs, HubSpot
Academy, HubSpot Sales Team
and Versio2

2. © 2016, Versio2 Digital Marketing Ltd.Twitter: @Versio2
PRESENTER
Co-leader, Vancouver HUG
Managing Partner
Versio2 Digital Marketing Ltd.
Stephan Burckhardt

3. Agenda
1) What it Is
2) How It’s Used
3) How it Works
4) Panel & Experiences
5) More Q&A

4. What
It Is
1

5. Inbound sales
transforms sales
to match the way
people buy.
..so how do they buy today?

6. What Most CRMs Look Like
If reps don’t adopt’s,
everything stops.
70% of CRM
implementations fail

7. What a CRM Should Look Like
Guess where Hubspot fits?

8. 10,000+
WEEKLY
ACTIVE USERS
1M+
EMAILS SENT OR
LOGGED
190,000+
DEALS
CREATED
May 2015
Hubspot CRM Adoption (one year ago)

9. HubSpot’s Sales Products
CRM Basics – Contacts,
Companies, Deals, Tasks
Notifications & Inbox
Productivity Tools
Templates, Calling,
Documents, Prospecting,
Connections, Sequences
HubSpot CRM Sidekick Sidekick
For Business
Free
200+ Notifications $10/mo
$50/user/monthFree
No Limits on Users, Storage, Time

10. Companies looking to adopt their first CRM,
Companies looking to simplify their process
Good Fits for HubSpot CRM
In development, not (yet) 100% solved:
- Custom object types
- Team hierarchy
- Complex workflows

11. When to Adopt?
- Multiple people touch data, but lack context about interaction history
- No one central place where all can access details on leads & customers
- Difficulty tracking the sales opportunities & forecasting performance

12. How
It’s
Used2

13. Changing our Mindset
1. Focus on buyer not seller.
2. Personalize sales experience to buyer’scontext.

14. If the salesperson can’t add value beyondthe
information buyers can find on their own, they
have no reason to engage with the salesperson.

15. BUYER’S JOURNEY
CONNECT > EXPLORE > ADVISE

16. CONNECT
Inbound salespeople lead with
a message personalized to the
buyer’s context.
Legacy salespeople use
generic pitches and entice the
buyer with a discount.

17. CONNECT
1. Define your personas
2. Define your sequences for each persona
3. Define the outreach content for each sequence
HOW TO SET UP CONNECT STRATEGY

18. CONNECT
SEQUENCES
Ask yourself:
1. Which mediums will we use to reach
out to each persona?
2. When will you reach out?
3. If you don’t connect the first time,
how many times do you try again?

19. CONNECT
SEQUENCES
Ask yourself:
1. Which mediums will we use to reach
out to each persona?
2. When will you reach out?
3. If you don’t connect the first time,
how many times do you try again?

20. CONNECT
OUTREACH CONTENT
Personalize the entire sales experience to the
buyer’s context:
● Type of organization the buyer is in
● Who the buyer is within that organization
● The stage the buyer is at in their buying
journey

21. EXPLORE
Guide an exploratory conversation
so that you’re in control while
empowering your prospect to
make the right decisions.

22. EXPLORE
This framework helps you position
your products and services
as a solution to your
buyer’s unique challenges.

23. ADVISE
Inbound sales serve as translators
between the generic messaging on your
company website and the
unique needs of your buyer.

24. How
It
Works
3

25. Method #1: Use HubSpot Marketing
Getting Data Into HubSpot CRM
HubSpot
Marketing
HubSpot
Database
HubSpot
CRM Both systems share one
underlying database. No
syncing, no integrations to
set up – it just works.

26. Method #2: Import Data from Elsewhere
Getting Data Into HubSpot CRM
Import Contacts, Companies,
Deals & Tasks via CSV.
Create custom properties to
hold any kind of data.

27. Method #3: Adding Records via Sidekick
Getting Data Into HubSpot CRM
Log in CRM creates a new
contact & associated
company record when one
doesn’t already exist

28. Method #3: Adding Records via Sidekick
Getting Data Into HubSpot CRM
Add to HubSpot button -
add contacts & companies
from the web or from your
inbox

29. Method #4: Other Integrations
Getting Data Into HubSpot CRM
Our API is free. Connect
hundreds of apps with
Zapier.
Texan example

30. Ownership in HubSpot CRM
Every record can have an
assigned owner.
Ownership cascades down
to associated records.

31. Ownership in HubSpot CRM
Choose which users see
everything, and which users
see only the records they
own.

32. Deal Stages

33. Sales Can Use Marketing Data
Reps can use
marketing
data to
surface the
best leads to
follow up with.

34. Sales Can Use Marketing Data
Reps can
tailor their
approach
based on a
prospect’s
interests and
behavior.

35. Marketing Can Use Sales Data
Marketers get
access to data
on sales that
they can
use to
segment.

36. Marketing Can Use Sales Data
Marketers can
leverage their
tools to
support the
sales process

37. Our
Panel
4

38. CRM Benchmarks

39. ● Brianna Blaney, TPD
● Sean Hougan, Bonzai Intranet
● Jeff Pelletier, Basetwo Media
● Stewart X, Uklipz
CRM Panelists

40. ● How are you using the tool?
● What do you dislike and like about it (ease-of-use, features,
mobile UX, analytics, integration with marketing)?
● How does it compare to other tools you've used or evaluated?
● What are some of the things to look for when evaluating this
and other CRMs?
● What tips do you have for current users?
Panelist Questions

41. Q&A
5

42. Check it out here:
hubspot.com/crm
Learn more
about
Inbound Sales

43. Thank You!