2011 12-08 scalable predictable sales and marketing

Predictable, Scalable Revenue Growth 3 Best Practices Used in HubSpot Sales and Marketing

Mark Roberge

HubSpot

@markroberge

SNEEF

December 8th, 2011

#1. Embrace a Metrics-Based

Management Style

3 @markroberge

Requested a Demo

Downloaded BP White Paper

Subscribed to Company Blog

Visited Pricing Page

Fan company Facebook Page

Downloaded Mobile App

Visited CEO Bio Page

Mentioned competitor on Twitter

Submitted “Contact Us” Form

Visited Success page

Subscribed to eNewsletter

Mentioned company on Twitter

Downloaded ISO Webinar

Visited Awards Page

Called Support

What Actions Influence Leads to Become Sales?

* Data has been altered from actual HubSpot data

for the purposes of this presentation

What behaviors

are most

influential in

converting

prospects into

customers?

4

How Many Leads Should Marketing Create Each Month?

• MTD Rejected New Lead Rate (target < 5%): 4.6%

• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%

• MTD % Leads from B2B >1K employees (target > 20%): 23%

* Data has been altered from actual HubSpot data for the purposes of this presentation

Create points goal

Hold Marketing

accountable daily

Why Do Some Sales People Outperform Others?

* Data has been altered from actual HubSpot data for the purposes of this presentation

Each Color

Represents a

Different

Sales Rep

“Peel Back the Onion” to Diagnose Skill Deficiencies 3.11

* Data has been altered from actual HubSpot data for the

purposes of this presentation

Lead-Worked-to-Connect Ratio

Connect-to-Demo Ratio

How Many Times Should a Sales Person Call a Lead?

0

2

4

6

8

1 3 5 7 9 11 13

All Leads 1-10 employees 11-25 employees26-50 employees 51+ employees

Attempt #

LT

V / C

OC

A

* Data has been altered from actual HubSpot data for the purposes of this presentation

8

Hold Sales Accountable to the Behavior You Want

* Data has been altered from

actual HubSpot data for the

purposes of this presentation

#2. Create a Culture of Coaching and

Development

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Create a Culture of Coaching and Development

Train sales people as

consultants/experts. Give

them hands on experience

where possible.

Listen to film of live calls

Hold managers accountable to coaching Diagnose the highest priority skill deficiency of each person

Devise and execute a coaching plan to address it

#3. Maximize Inbound Leads

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Do YOU Want to be “Targeted” or “Educated”?

800-555-1234

Annoying

Salesperson

OUTBOUND INBOUND

Growth of Leads After Inbound Marketing Adoption

Source: http://www.hubspot.com/roi/

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Inbound Lead Generation Idea

Repurpose webinar content into

blog articles and tweets

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Inbound Lead Generation Idea

Repurpose survey results into

blog articles and tweets

Inbound Lead Generation Idea

Blog articles, eBooks, etc. written by professionals

$15 - $20 per blog article

7,800 writers, 3,900 buyers, 170,000 titles purchased

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The HubSpot Story

Inbound Marketing: Get Found using Google,

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBook.com

Grade your entire

marketing funnel NOW!

Marketing.Grader.com

See How You Are Doing and How You Can Improve

QUESTIONS

Mark Roberge

VP of Sales, HubSpot

@markroberge