Use the Chat Pane in the GoToTraining Console to Ask Questions! We will be starting at 2:03pm EST. Please select your choice of audio: telephone or computer on your GotoTraining console. How to Create a Sales Process for Your Inbound Leads How to Create a Sales Process for Your Inbound Leads 401 Lead management, researching & prospecting 402 Running a discovery call & uncovering GPCT 403 How to close inbound leads & analyze sales performance Add the class times to your calendar! Mark Kilens @MarkKilens #HubSpotting Mike Vittum Inbound Marketing Consultant @mvittum Creating a Sales Process Series Archive Page Goal of Marketing Series: To learn how Sales & Marketing should work together to create quality leads that close faster. AGENDA 1 What is Smarketing? 2 How to organize your leads 3 4 Starting the conversation with a lead 5 Class tasks & questions How to effectively research your leads 1 WHAT IS SMARKETING? “Lead?” Are all Leads equal? . 11 Lead MQL Lead Qualifying Process Lead Connect Research Organize MQL 14 What is an MQL? A lead that meets the specific criteria that Sales & Marketing agree upon 15 MQL Definition Example 1 Demo request 2 Talk to sales 3 Requested pricing 4 Any lead over a grade of 90 Smarketing 1 Create an SLA between Sales & Marketing 2 Agree on number of leads to pass a day 3 Review on a Monthly, Quarterly, & Yearly basis 1 SLA between Sales & Marketing 1. Sales & Marketing need to agree on a service level agreement on number of MQLs to pass per month & quarter 2. This number should be based on upcoming sales forecast & company goals 2 Agree on number of leads to pass per day 1. Marketing must be sure not to overwhelm the sales team with leads 2. Passing greater quality leads helps reduce close time 3. This helps speed up sales cycle 3 Review on a Monthly, Quarterly, and Yearly basis 1. Marketing must present the past months results 2. Create a forecast to show leads in the marketing pipeline 3. Attach incentives to meeting marketing goals? Schedule Meeting Between Sales & Marketing 2 HOW TO ORGANIZE YOUR LEADS Lead Qualifying Process Lead Connect Research Organize MQL 24 A Lead in HubSpot is: Any Visitor Who Fills Out a Form 25 Each Lead is Unique! • We want a demo! • “Budget Not Defined” • “Don’t have a Timeline” • Not speaking to the right person • “We are just looking around” HubSpot’s Custom Lead Scoring Tool HubSpot Custom Lead Scoring HubSpot Custom Lead Scoring Lead Crossroads Disqualified & Nurture Leads? Qualified? Send to Sales Lead Crossroads Throw out or Nurture lead? Qualified: Send to Sales Not Quite an MQL? Nurture! 3 HOW TO EFFECTIVELY RESEARCH YOUR LEADS Lead Qualifying Process Lead Connect Research Organize MQL 35 Have an MQL? Use Lead Intelligence! Lead Intelligence can show you: 1 Their level of engagement 2 What behaviors are they exhibiting on your site 3 The path taken through your site 1 Level of Engagement 1. How often are they visiting your site? 2. Have they viewed a high number of pages on your site? 3. What forms have they filled out? 2 What behaviors are they showing? 1. Are they conducting research on the service you could offer them? 2. Are they seeking the VALUE you could provide them? 3. What source did they use to find your site? 3 Follow their path 1. What specific pages have they viewed? 2. Their path can determine where they fit in your funnel 3. Use information to determine which leads should be passed to sales and which should be nurtured further 3 Follow their path 4 STARTING THE CONVERSATION WITH A LEAD Lead Qualifying Process Lead Connect Research Organize MQL 44 Goals of the Connect Call 1. Establish an initial relationship with the prospect 2. Build credibility and trust 3. Begin the qualifying process 4. Decide if the prospect is a good initial fit for the Discovery call Connect Call Prep Work 1 Check CRM for duplicate records 2 Conduct research 3 Prepare to dial 4 Connecting 5 Voicemail/Email 1 Check CRM for duplicate records 1. Make sure there is only one contact record for that lead 2. Review Account Activity to ensure another rep isn’t already pursuing the lead 3. Have a contact rule: Over X days lead is open 2 Conduct research 1. Review the Company website 2. Use HubSpot Lead Intelligence • Prospect Name & Role • What they downloaded • Biggest marketing challenge • Company Location 3. Review Social Media Accounts • Linkedin • Facebook • Twitter 3 Prepare to Dial • Bring VALUE! Not your pitch • Use Inbound Marketing principles during the connect call • LISTEN! Connecting “Hello _______ . My name is _______ , I’m calling from (your company). I was notified that you came to our website and recently registered/downloaded (reference the conversion event). Do you remember doing that? GREAT, what were you looking for help with?” Connecting Conversation Decision Points: 1. If the prospect is in an open frame of mind: • Begin initial questioning • Use Active listening skills & take notes • Based on the answers share an initial tip to start building trust and credibility • Ask for the appointment to book the Discovery Call Connecting Conversation Decision Points: 2. If the prospect is in a reserved frame of mind: • Leverage a tip to drive through any reservations • Use positioning statements to create value and move towards Discovery Call • Common objections: no budget, no time, just doing research Connecting Conversation Decision Points: 3. If the prospect is in a closed frame of mind: • Offer to send a free resource • Invite them to a free webinar or demo • Bail out politely • Consider sending back to marketing for nurturing Voicemail/Email 1. Create a sequence of Voicemails 2. Follow up with an email immediately after leaving the voicemail 3. Follow the call, e-mail, call, e-mail approach when following up with leads 4. Create a break up message Voicemail/Email “Hello _______ . My name is _______ , I’m calling from (your company). I was notified that you came to our website and recently registered/downloaded (reference the conversion event). I wanted to follow up and make sure you received everything and to answer any questions you might have.” Voicemail/Email Example Email: Hi First Name, I am following up on the voicemail I left for you earlier today. I wanted to connect about your recent request of (Conversion Event) and answer any questions. I would also love to quickly show you how (give benefit) can help improve X in your business. Please let me know of a good time for you to follow up. I will reach out in X days if I haven’t heard from you! Sincerely, Your Name Tools to keep track of your leads Lead Re-visit Alerts Lead Re-visit Alerts 1. HubSpot sends an email within 15 minutes alerting of the revisit 2. If using SalesForce, only the rep who owns that account will receive the revisit alert when that particular lead visits the site again. 3. The email includes a link to the Contact details page ProspectMax App Don’t Forget the CRM! • HubSpot is NOT a CRM • Use your CRM to stay on top of your opportunities • Keep detailed notes for each opportunity • Create tasks to schedule follow ups • Update and change statuses based on engagement Don’t Forget the CRM! Class Tasks 1 Agree on a SLA between Sales & Marketing 2 Organize all leads by Lifecycle Stage & Lead Grade 3 Create a process to follow up with leads not prepared to buy yet 4 Create a voicemail/email sequence when leaving messages for new leads QUESTIONS? [email protected] Where to find resources & recordings? 1 http://academy.hubspot.com/salesprocess-october-12 2 Class recordings 3 Class tasks, slides & resources THANK YOU.