Why Can't We Be Friends?
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Transcript of Why Can't We Be Friends?
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WHY CAN’T WE BE FRIENDS?A Modern Marketer’s Guide
to Teaming with Sales
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Sam Mallikarjunan
Why can’t we be friends?
A Modern Marketer’s Guide to Teaming with Sales.
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Principal Marketing Strategist@HubSpot
Sam @Mallikarjunan
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Marketers
And Salespeople
Sometimes it can feel
like
Are from different planets
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7
StockbrokersSlightly ahead you have
You have car salesmenOn the low end
And Lawyers
And Lobbyists
In the middle, you have usMarketers
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“No,
-this is just marteking!”
I said I wanted compelling content
that would make people interested in
our product
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“I hate marketers because they just get in the way.” – Actual sales rep
SALES
VS
MARKETING
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negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
of the terms sales & marketing use to describe each other are
87%
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Companies with strong sales & marketing alignment get 20% greater annual revenue growth.
The Aberdeen Group, http://bit.ly/zmIJQD
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Funnel Transitions
Force Change
Prospects
CustomersSales is in control
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Of the cycle is over before a sales rep even gets involved. Marketing is the voice of sales during that 60%
60%
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Sales + Marketing
= SMARKETING
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Inbound marketing is a business model innovation based on the fact that it’s more economically efficient to create an experience that attracts consumers than it is to interrupt someone else’s.
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(It’s pretty hard to justify, too.)$$
You can’t improve what you can’t measure.
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Marketing: “Just an expense.”
$ 6000
$ 50,000
$ 60,000
PPC SEO FirmContentWriting
Expense
Yearly Amount“I’m spending a bunch of
money on marketing, and I’m making more money than I’m spending back.”
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Marketing is half of the acquisition equation
“We spent $1000 and got 500 website visits”
CoCA: $400
CoLA: $40
CoVA: $25% Visit-to-lead
10% Lead-to-customer
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Buying isn’t a linear process. It never was. We just didn’t know enough.
Setting Sales up for Success
I'm just in the neighborhood and dropped in to browse
I urgently need to buy a black sweater.
Awareness Consideration Purchase
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If you ask them, Sales will tell you that the real way people buy is far more complex.
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It’s not an end-stateIt’s an infinite loop
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Attract
BlogKeywords
Social Publishing
Convert
FormsCalls-to-actionLanding Pages
Close
CRMEmail
Workflows
Delight
SurveysSmart content
Social Monitoring
This is the inbound marketing process.
Visitors Leads Customers PromotersStrangers
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Leads Qualified Leads
Opportunities CustomersStrangers
AWARENESS CONSIDERATION DECISION
IDENTIFY CONNECT EXPLORE ADVISE
This is the inbound sales process.
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Inbound CommerceConvert
Attract
Delight
How Real People Really Buy Things Relevance
Research
ComparisonIntent
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The sales & marketing activities and tools to this point add up to the
Cost Of Customer Acquisition
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• Now the focus shifts to increasing the customer’s Life Time Value
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Inbound CommerceConvert
Attract
Delight
How Real People Really Buy Things Relevance
Research
ComparisonIntent
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2NUMBERSSALES
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How was last month for sales?
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How many leads did sales accept and work this month?
57%Worked Percentage
0% 100%
33%
50%
Unworked eCommerce Leads
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How is this month for sales?
Marketer Opportunities Created by Month
Reco
rd C
ount
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If sales is forecasting low for this month, invest differently.
26%Sum of Probability Adjusted Recognized MMR in USD (Thousands)
0.00
12.60
Current Month Sales Forecast
16.80
25.20
6.64
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Sales has to give leads a fair chance, not just cherry-pick.
55%Average Last Attempt #
0
3
Average Attempts Per Hi/Med SAL
6
9
4.94
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“Fair chance” is a data-driven
threshold by lead quality.
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* Data has been altered from actual HubSpot data for the purposes of this presentation.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Small Business Mid-Market Enterprise
Sales Attempts
Profi
tabi
lity
THE SALES SLACalculate the ideal number of sales attempts for each type of lead
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3NUMBERSMARKETING
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Marketing should qualify leads too
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Marketing qualifies leads using unique conversion events (such as requesting a demo) or prospect behaviors (such as
viewing a pricing page).
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Not just mo’ leads. Mo’ better.
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Ecommerce Blog Leads - April 2014
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Total of 5 Ecommerce Case Studies
04• 10 dedicated collaterals,
including 3 Ebooks and a Webinar
Magento
03
• To be deployed on the blog
Dedicated CTA for every Ecommerce Offer
02
Marketing Collateral Update
• Solid 28 offers• Only team to have its own topic
Library.hubspot.com
01 • 67 Customers
• 2 Live Workflows
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Upcoming Offers
Offer No. 27 – 19 Blunders That Are Hurting Your ConversionsA co-marketing ebook with Exclusive Concepts. Live on 05/19
Offer No. 28 – Is Facebook Failing Marketers or Are Marketers Failing to Leverage FacebookHubSpot + ShopSocially Webinar on 05/21, 2 PM EST.
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THE MARKETING SLA:Contributions to pipeline revenue
* Data has been altered from actual HubSpot data for the purposes of this presentation
Buyer Journey State
Customer Conversion %
Revenue per Customer Lead Value
Problem Education 1% $40K $400
Solution Research 5% $40K $2K
Solution Selection 20% $40K $8K
Small Business PersonaBuyer Journey
StateCustomer
Conversion %Revenue per
Customer Lead Value
Problem Education 2% $200K $4K
Solution Research 6% $200K $12K
Solution Selection 25% $200K $50K
Mid-Market Persona
Buyer Journey State
Customer Conversion %
Revenue per Customer Lead Value
Problem Education 3% $700K $21K
Solution Research 10% $700K $70K
Solution Selection 30% $700K $210K
Enterprise Persona
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Companies with an active SMarketing SLA are 34% more likely to experience greater year-over-year ROI than those companies that aren’t.
They’re 21% more likely to get greater budget allocations.
They’re 31% more likely to be hiring additional salespeople to meet demand.
* source: State of Inbound Marketing 2015
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Pipeline Revenue Example
C = # of new customers, D = # of downloads, V = Average LTV
Yes. I downloaded their eBook.Yes. They helped me make a decision.Yes. I bought from them.
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And yes.She saidYes.
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Thank You!