You know the B2B sales process has changed. And you're experiencing the ramifications in your organisation. Sales no longer control the flow of information in the buying process. The customer does. At least 60% of a typical buying decision is made before a buyer speaks with a supplier today. Some maintain this percentage is much higher.
Customers are researching solutions online. First setting their requirements and ranking their options. Then benchmarking pricing before picking up the phone (or accepting your sales call).
The challenge for the marketing department is to understand the buyer's need for information at each stage of the buyer's journey: Awareness, Consideration, and Decision. Then deliver the right information to the right person, at the right time.
By doing this well they provide Sales with qualified leads. Then Sales can engage prospects with greater insight to close the deal.
When a prospect first becomes a lead, they are likely in the awareness phase. They are searching for information that will help them better define and understand a problem.
Once they have identified their problem they will want to explore potential solutions. In the consideration stage, they begin to weigh up the different options. Unlike the awareness phase, buyers now want more associated information, content more aligned with what you do. They are trying to understand whether you can help them solve their problem.
Once a buyer reaches the decision stage, they are ready to have a conversation with Sales or try the product or service.
The tools at the heart of the HubSpot platform provide a suite of automated processes to deliver relevant content to leads when they are ready and receptive. These methods include:
Email: We can use a subscriber’s lifecycle stage, list membership, or any of the information held in their contact records to serve up bespoke subject lines,
We will maximise campaigns with A/B tests and analytics to discover subject lines that get the most opens and content that gets you better engagement. And we will dig into your data to analyse the best times, days, formats and much more when it comes to sending re-engagement emails, newsletters, and any number of offers you may have.
Workflows: Your lead nurturing is automated based on a visitor actions, so prospects move through the funnel and either do nothing, where they are added to a backburner list, de-select themselves, or move closer to becoming a qualified lead.
The Workflow tool in HubSpot enables us to set up any number of trigger conditions so that the right messages are sent to the right leads at the right time. And Workflows can be tied to goals, so we’ll know if they are working.
We use the advanced segmentation logic in the tool to determine who gets enrolled in your workflows, and when, then personalise emails for each recipient using details from your contacts database or CRM.
Workflows can be used to set up webhooks, score leads, send leads to sales, update properties, copy values, and much more. And we can trigger notifications when a contact takes a particular action that matters to you.
Lead scoring: Lead scoring lets you assign a value to each lead based on the information they give you and the actions they take. At a base level, we associate scores based accumulated activity such as the number of pages visited, specific pages visited, offers downloaded, social engagement, etc. Associating points in this way will be a little arbitrary, but it will help indicate the passage of leads through your funnel.
At a more advanced level, we will look at contacts who became customers and those that didn't to see what they have in common to ascertain which attributes should be weighted. If the information exists, we will calculate the lead-to-customer conversion rate and identify the characteristics of customers you believe were higher quality leads and calculate the individual close rates of each of those attributes.
Progressive profiling: This allows us to manage which questions appear in a form based on what data has already been acquired. Each time a contact fills out a form, we can collect new information about them and keep forms short.
We achieve higher conversion rates using shorter forms and avoid repetition. In this way, we can build a deeper, more comprehensive profile of each lead which we otherwise wouldn't be able to ask through a single, much longer form.
We reuse the same forms across multiple landing pages and, by queuing up questions, are always adding to the profile of a prospect, irrespective of the offer they are converting on.
Marketing and Sales need to work together closer than they have previously if you want to maximise results from your inbound marketing programme.
Marketing's role is to provide more, better-qualified leads. So, Sales needs to tell Marketing which leads are higher quality and why. Closing the loop in this way, both departments understand what's working and what isn't. And this improves sales outcomes, which is a goal for most organisations.
The process is more powerful if you integrate with your CRM. The intelligence from your marketing activity can then be more easily accessed by Sales. When Sales has this information, it empowers them and creates opportunities for better-informed conversations and adds context which can inform timing and approach.
HubSpot integrates with Salesforce and many other CRMs. And now they have created a CRM at the heart of the product. Now the opportunities for Sales and Marketing alignment are better than ever.
Equinet can help you create an SLA between the two divisions and provide a whole host of sales enablement services which will help you close more leads to sales.