Smashmouth B2B Blog: Sales & Marketing Demand Gen

HubSpot Signals Product Review "She just read the email" (from #Inbound13)

Posted by Michael Damphousse

Hubspot Signals Product Review FeaturesLast week at Inbound, HubSpot announced a new product, Signals.  In simple terms, Signals is a Chrome extension that tracks and notifies you when someone has activity on emails, LinkedIn, Salesforce and HubSpot.  You get an on-screen notification, as well as a summary list of activity that you can review.  In short, Signals is an app that lets you know when and how to engage your leads--timing, intelligence, and relevance.

Sales people now have actionable intelligence from the prospect.  Knowing that they have seen your email or they clicked through a link or they are reading your website is gold.  It also tells you one other fact...the prospect may be sitting at their desk, or at least not occupied with other activites.  It's time to call them.  If no response by phone, maybe email them again with a secondary email that you would logically have sent (ie: don't just respond saying "I know you are sitting there doing emails".

If you get them and have some intel such as a new LinkedIn update, or the knowledge that they read certain pages on your website, you can now open the discussion in a relevant way that the prospect will respect and resonate with. "Hi Brian, it's Mike from Green Leads.  I was hoping to speak with you about Appointment Setting." (knowing he just read three pages on my site relating to b2b appointment setting).

Brilliant work HubSpot!  Enhancing the Inbound experience for sales people.

Screenshot from HubSpot site:

hubspot signals product review

Notification summary (as of the date of this post):

Email

  • A contact opens your email 
  • A contact clicks a link you’ve enabled tracking for

LinkedIn (after you mark a contact as a VIP)

  • When a VIP changes their position
  • When a VIP posts an update 
  • When a VIP adds a new connection

Salesforce

  • When a contact becomes a new lead
  • When a contact opens an email sent through Salesforce

HubSpot

  • When a contact visits a page on your website

Note: The email open notification only works if the prospect has "display images" enabled.  If they do not show images in their emails, email open notification will not work.  Solve this issue, and the Gold Medal gets a Gold Ribbon with it.

Tags: sales, b2b, b2b sales, demand gen, outbound marketing, inbound marketing, b2b marketing, hubspot, product reviews, outbound calling

@HubSpot Eliminates 2 Billion Cold Calls (from #Inbound13)

Posted by Michael Damphousse

inbound marketing summary 2013 resized 600

Just prior to Seth Godin stepping on stage, for what was an entertaining and thought provoking keynote, HubSpot CMO, Mike Volpe, announced that "We saved the world from 2 Billion cold calls!"  And they did.  I personally may have benefitted by 1 or 2 a day.  

HubSpot Orange Kool Aid

Inbound marketing techniques continue to evolve, and HubSpot is the pioneer for Inbound.  The tribe they've created in the past few years is amazing.  Almost 6,000 attendees to this year's Inbound conference were gathered for lots of marketing goodness, not just the orange kool aid.

In the world of sales, selling doesn't start until a conversation starts with the prospect.  Getting that conversation going has been revolutionized with Inbound Marketing.  The prospect is typically educated more than an outbound generated lead, they are thinking about the topic that your product or service addresses, and the time is fresh to start the conversation.  In short, they may be further along in the funnel (waterfall if you're a SiriusDecisions follower).

The top outbound marketers have embraced inbound marketing, not shied away from it. Compared to a purchased list or even a list of prospects warmed up with other marketing assets, an inbound list is the cream of the crop.  However, unless your inbound lead comes in the form of a calendar invite, date, time and phone number booking one of your sales reps for a appointment, there is still work to do.  The outbound function assigned to these leads is typically referred to as Inbound Response.  

Things to remember:

  • Scrub the data. Have a data team do list hygiene to correct and/or append needed data fields.  Or use tools such as DemandBase to dynamically append data.
  • Know your history.  Use tools such as HubSpot, your CRM, or other tracking systems to know how your company has interracted with the prospect in the past.
  • Intel.  Research the prospect on LinkedIn, Google, Social Sites.  The more you know, the warmer that lead.
  • Score your inbound leads. Don't assume they are all orders ready to be had. Don't waste your time on mickey@mouse.com
  • Pounce!  Once you have your ducks in a row, call them.  If they don't answer, email them.  The effective value of leads deteriorates every hour after they submit a form.

I just tested the above with a lead that came in through our HubSpot system within the hour.  It took me 2 minutes to correct their missing title, see that her colleague talked to us at the SiriusDecisions conference in May, add her LinkedIn url to her profile, note that we're connected by 8 people, and she visited 5 blog articles today.  Reviewed and scored -- 2 minutes.

Create great content.  Socially surround your market.  Optimize all conversion techniques.  Gather these inbound leads, then follow the process above, and your ROI will go through the roof.

Let's get back to the 2 Billion cold calls saved.  Inbound marketing certainly does reduce the number of cold calls an outbound marketer has to make to get the conversation started.  It streamlines the process.  The blended approach of Inbound and Outbound will increase the top line faster than any other methods available.

Is that lead an Innie or an Outie?

(took restraint not to post a pic of a belly button)

Tags: marketing, sales, b2b, b2b sales, demand gen, outbound marketing, inbound marketing, cold calling, b2b marketing, social media marketing, hubspot, appointment setting, tips, inbound, linkedin, outbound, lead lists, outbound calling, b2b appointment setting, demandbase

Five Content Marketing Mistakes to Avoid

Posted by Michael Damphousse

Everyone is jumping into content marketing. The challenge is not only how to do it, but how to do it well. One of the best things a marketer can do is learn from the mistakes of others. For this post, we asked some of the participants in the upcoming Keys to Content Marketing Virtual Summit on August 14th to share the mistakes they see on the market today.  

Content creation is too narrowly focused on a single buyer.

b2b marketing contentNarrowly focused content tends to be out of step and misaligned with the reality of buying in most companies today.  The biggest drawback is that content then becomes non-shareable since it lacks relevancy to others. The solution: When considering the buyer personas for whom you want to develop content, content producers must consider more than just the single buyer or buyer persona.  This is true when conducting buyer insight research - it is a mistake to interview only those whom you assume are direct buyers.  Buying in organizations today is fluid, dynamic, flatter, and involves more participants. (Tony Zambito) 

Companies create content for themselves not their buyer.

You are not your buyer – get over it bro! Before you create anything – dig in deep with your current client base and your sales staff, they will give you the insight you need to create really compelling content.  This is probably the biggest mistake in content, albeit the most forewarned.  So listen up! (Justin Gray)

Their content voice sounds like a corporate twit.

From our early school days we were taught that formal writing = good writing.  Somewhere along the way marketers found out that this is absolute crap, however the old days of getting slapped on the hand with a ruler for "writing as you talk" are hard lessons to break.  Honestly, it’s the only reason I enjoy content creation in modern sales/marketing, all of the sudden its cool to speak to people like people again. And they're buying it!  I just wanted to start a sentence with "and" there to see if a huge cosmic ruler would hit me. (Justin Gray)

Content is created without any personality. 

Content that is written as an instruction manual will come across as just that, instructions. There’s so much crap content out there and there'is a need for good writers with personality and opinions based on their own experience. That’s what I want to read. (Jason Miller)

Companies are jumping in the raging river of social media and content marketing without a plan or measurable goals.

Social and content marketing are not just hobbies or activities. They are business processes that should be approached with a strategic plan and metrics to measure success. (Don Perkins)

Want to learn more about content marketing? Join us for the Keys to Content Marketing Success Virtual Summit on August 14th by registering below!


Image: KaterBegemot

Tags: b2b, demand gen, inbound marketing, b2b marketing, b2b events, lead gen, webinars, events, content