Maggie Georgieva - Stop Guessing & Start Selling with HubSpot's Predictive Lead Scoring
Transcript of Maggie Georgieva - Stop Guessing & Start Selling with HubSpot's Predictive Lead Scoring
INBOUND15
Stop Guessing & Start Selling with HubSpot’s Predictive Lead Scoring
Maggie Georgieva
Sr. Product Manager, HubSpot
INBOUND15
Maggie Georgieva
Product Manager on Contacts, Workflows, Campaigns. A sugar addict.
1. What’s Wrong with Standard Lead Scoring?
2. Demo Time: A Dive into HubSpot’s Predictive Lead Scoring
3. Empower Sales & Marketing with Predictive Lead Scoring
INBOUND15
Lead scoring is a mechanismof assessing your highest and lowest quality leads.
INBOUND15
What’s Wrong with Standard Lead Scoring?
INBOUND15
Standard Lead Scoring is heavy & burdensome.
INBOUND15
It takes a lot of work.
You don’t have the time or resources to set it up.
PHOTO CREDIT: JD HANCOCK
#INBOUND15
…what's been holding us back is just not having a good understanding of the actions that people take and what value to assign to them…
HubSpot Customer
INBOUND15
It’s hard to validate.
How do you test its accuracy and make adjustments based on that?
PHOTO CREDIT: JAMES BLUNT
#INBOUND15
I'd like to be able to easily go back in and assess the real quality of leads to decide whether our scoring criteria is accurate.
HubSpot Customer
INBOUND15
It’s too simplistic.
You’ve set up something but you know it is not even half of what it could be.
PHOTO CREDIT: ΡANAYOTIS
#INBOUND15
We are excited about setting up a more complete system and have plenty of ideas...but day-to-day tasks never end.
HubSpot Customer
INBOUND15
Sales & Marketing still disagree.
Even when you have set up lead scoring, the chances are the marketing and sales teams disagree on it.
PHOTO CREDIT: TAMBAKO THE JAGUAR
#INBOUND15
68% of B2B organizations with marketing automation score their leads. Only 40% of them reported that their sales teams agree that lead scoring adds value.SiriusDecisions
INBOUND15
There must be a better way…
INBOUND15PHOTO CREDIT: JOHN FOWLER
WELCOME TO A PREDICTIVE WORLD.
INBOUND15
A grade or score calculated based on historical data that
shows how likely a contact is to close into a customer.
It can be used by Marketing to create more qualified leads
and by Sales to focus effort on the most valuable contacts.
Predictive Lead Scoring
INBOUND15
Why HubSpot? Why now?
INBOUND15
Solve for the customer.
It addresses our customers’ pain points and empowers them to grow faster.
PHOTO CREDIT: CORY DOCTOROW
INBOUND15
We have the technology.
HubSpot hosts your contacts data already. We have the technology & knowledge to come up with predictions.
PHOTO CREDIT: TEXTURE X
INBOUND15
We power Marketing & Sales.
With HubSpot Marketing and HubSpot Sales, we have created an ecosystem to power both teams.
PHOTO CREDIT: GINNY
#INBOUND15
“…whether predictive modeling will be a "feature" embedded in other systems or a "product" sold on its own. My intuition is it's a feature: marketers simply want to select on model scores the same way they’d select any other customer attribute, so scoring should be baked into whatever marketing system they’re using.”
David Raab, Industry analyst
INBOUND15
• Aren’t sure which contacts in your database are high quality.
• Have at least 500 contacts in your database.
• Have contacts in your database who are Customers.
• Have historical data in your HubSpot account.
• Are or aren’t using standard Lead Scoring currently
You are a good fit if you…
INBOUND15
2 Demo time: A Dive into HubSpot’s Predictive Lead Scoring
INBOUND15
Now together let’s explore:
• Where you can find this tool
• How to activate it
• What the data shows you
Demo time!
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
3 Empower Sales & Marketing with Predictive Lead Scoring
INBOUND15
How do you empower Sales?
INBOUND15
Build a view for Sales.
First things first. Ensure your sales team has the most qualified leads.
INBOUND15
Send visit notifications.
Notify Sales when high quality contacts visit your website.
INBOUND15
Watch the leads on social.
Set up Social Streams and watch your most qualified leads on Social to engage with them further.
INBOUND15
Set up a Sales workflow.
Set up a workflow or sequence for Sales to enroll these most qualified leads in.
INBOUND15
Find the owners of the best leads.
See who owns the most qualified leads in your database and if there are any you should re-assign.
INBOUND15
How do you empower Marketing?
INBOUND15
Find your best channels.
Find out which channels bring you the most qualified leads and leverage them.
INBOUND15
Find your best offers.
See which conversion events contributed to generating your most qualified leads.
INBOUND15
Nurture less qualified leads.
Create a workflow to nurture leads who sit in the middle.
INBOUND15
Use smart content.
Customize the content these contacts see in order to qualify them further.
INBOUND15
(general blank slide)We have got the data.
INBOUND15
(general blank slide)We have got the data. We got the technology.
INBOUND15
(general blank slide)We have got the data. We got the technology.
GO GET ‘EM!
INBOUND15
THANK YOU!