el "spam calling" ha muerto

EL SPAM CALLING HA MUERTO

Jose MartinsSenior Channel Manager -

Latam

AGENDA

1 CURRENT STATE OF THE SALES WORLD2 HOW MOST COMPANIES APPROACH SALES ENABLEMENT 3 THE CONTENT ROI DISCONNECT 4 HOW THE BEST COMPANIES APPROACH SALES

ENABLEMENT5 SALES & MARKETING ALLIGNMENT

CURRENT STATE OF THE SALES WORLD

WE LIVE IN THE AGE OF THE EMPOWERED BUYER!

DEMANDING BUYERS MEANS MORE COMPLEXITY FOR SALES REPS

Sellers struggle to engage their prospects

Sellers struggle to find the right content to send to a prospect

Sellers struggle to respond quickly to prospects

KEY CHALLENGE AREAS RESULT

SELLERS ARE FEELING THE HEATHOW COMPLEX DO YOU THINK

YOUR JOB IS AS A SELLER TODAY?

n=1,010  Source: CEB 2015 Sales Complexity Assessment

HOW MOST COMPANIES ARE

RESPONDING

MOST COMPANIES RESPOND WITH MORE CONTENT

THE CONTENT ROI DISCONNECT (AND

COST)

BOTH SALES AND MARKETING ARE UNCERTAIN ON CONTENT’S ROI

● Only 34% of all marketers are satisfied with their organization's content marketing effectiveness

● Less than 10% of all content marketing produces gets used by sales reps

AND FRICTION BETWEEN BUYERS AND SELLERS PERSISTS

HOW THE BEST COMPANIES APPROACH SALES

ENABLEMENT

THE BEST COMPANIES SOLVE THIS BY GOING BEYOND “MORE CONTENT”

SALES ENABLEMENT CHALLENGES: A DEEPER DIVE

DEMANDING BUYERS MEANS MORE COMPLEXITY FOR SALES REPS

Sellers struggle to engage their prospects

Sellers struggle to find the right content to send to a prospect

Sellers struggle to respond quickly to prospects

KEY CHALLENGE AREAS RESULT

CHALLENGE #1: ENGAGING PROSPECTS

PROSPECTS RESIST SALES ENGAGEMENT

Still not convinced? ● Only 2% of cold calls turn into

appointments

● In 2007 it took an average of 3.5 attempts to reach a prospect. Today, it takes 8+

● 67% of B2B Marketers rate engaging DMs as their top challenge

● The average sales process includes 5 or more decision-makers

Degree of Progress through the Purchase Process before Engaging

Sales

Source: CEB Research and Google, n= 1500

SOLUTION

HELP REPS MEET BUYERS WHERE THEY ALREADY ARE

Implement Inbound Marketing

Develop Buyer Profiles and

PersonasArm Sales Reps with

Outreach Content

How HubSpot Sales Software

Supports

● Convert website traffic into leads

● Track contacts who are in-market for your service

● Find even more in-market companies

● Tailor + template email outreach messages

● Automate customized email prospecting

● Communicate with prospects while they’re on your website

Sales Enablement Tactics to Help Reps Engage with Buyers

HubSpot Marketing

Lead Intelligence

Prospects AppTemplates AppSequences App

Messages App

CHALLENGE #2: FINDING THE RIGHT CONTENT

IT’S HARD TO FIND THE RIGHT CONTENT

Source: Docurated, State of Sales Enablement Report, 2016

SOLUTION

REFRAME HOW YOU THINK ABOUT CONTENT MGMT AND CREATION

Incorporate Reps into Content Creation

Consolidate Your Content

Solicit Regular Rep Feedback

Provide Insight into Which Content is

Best

Reps actually ALREADY create over 40% of a company’s content

The average employee overlooks 270 pieces of

company content.

Rep-created content is used in 61% of Won

Deals; Marketing, 26%

… because if you could, why wouldn’t you?

How HubSpot Sales Software

Supports

● Create a searchable repository for all content that sales reps are using

● Analyze which content reps use most

● Determine which emails are most effective at connecting with prospects

Sales Enablement Tactics to Help Reps Find the Right Content

CRM, Documents App, Document

Reporting(Bonus: Projects App

*Marketing Software Only)Template App and

Template Reporting

SALES & MARKETING ALIGNMENT

?

Leads

MQL’s

SQL’s

OpportunitiesCustomers

Marketing

Sales

?

Leads

MQL’s

SQL’s

OpportunitiesCustomers

Marketing

Sales

Leads

MQL’s

SQL’s

Marketing

Sales

OpportunitiesCustomers

HOW CAN WE FIX THIS?

Step 1: Be human.

CONTEXT!!

Step 2: Reduce friction.

Leads

MQL’s

SQL’s

OpportunitiesCustomers

Marketing

Sales

MEETINGS

MESSAGES

SLA = SERVICE LEVEL AGREEMENT

What’s a Sales Qualified Lead?

• Responded to BOFU emails• Booked a Meeting with a rep• Requested Demo• Signed up for Trial

Step 3:Rethink the

funnel.

THE FUNNEL NEVER ENDS.

THANK YOU.Questions?

jmartins@hubspot.com