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 [email protected]
  • 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

Demand Generation Tactics You Actually Use

Posted by Michael Damphousse

There is a whole set of new, fun, exciting demand generation tactics happening right now. Some of the recent trends like content marketing and social are reaching new levels of sophistication. Video is the next wave and we know enough know to provide useful advice. B2B demand generation is fun again and there is a lot to learn and go test. Green Leads is sponsoring an online summit with the Funnelholic, Act-on Software, and Radius Intelligence to explore the latest and greatest things happening in b2b demand generation. We carefully chose speakers who would bring the latest techniques, talk about real results, provide tangible tips, and present at least one surprising idea, fact, or result. We want attendees to understand "how" along with the "why". Scott Albro, Matt Heinz, Koka Sexton, and Matt Childs headline the event.

Join in on the fun. Click attend on the landing page below and we will see you there!

 

Tags: b2b, demand gen, outbound marketing, inbound marketing, webinars

5 Things To Be Thankful For In B2B Lead Generation - Demand Gen Gravy

Posted by Michael Damphousse

b2b lead generation gravyTurkey and B2B Lead Generation?  What is the gravy that makes your demand gen programs sing?

Even companies such as Green Leads do our own lead gen.  Here's a quick list of what I'm thankful for this year as it pertains to b2b lead generation in hopes that you might find an idea or two that you could implement:

  1. Alumni - Our largest source of leads.  After 5 years of 2x plus growth year after year, the tribe is huge.  Nurture your alumni, don't just let them move on. Deliver quality service and stay in touch with your clients.  They will come back if you did a good job. LinkedIn is your tool. 
  2. Expand - In one day we acquired a company that overlapped 90% with Green Leads' offerings, delivered the market a one stop shop for Americas/EMEA b2b marketing, and doubled our size again.  We were able to expand many of their European clients to the US and many of our US clients to Europe. Look at your existing client base and ask "how can we expand?"
  3. Inbound - Yet again, our inbound leads consistently came in and our SEO was kept fresh by using HubSpot.  Our blog subscriber list doubled, and our rankings improved. The two key elements we find to a successful inbound program is content and social activity. Keep the visitors interacting and coming back and SEO will follow.  
  4. SiriusDecisions Summit - By far the best place to be if you are into b2b sales and marketing.  We sponsored both Scottsdale and London and in both cases walked away with tons of valuable information and new network contacts. Always be learning.
  5. Technology - No inside sales/outbound lead gen team should be without VoIP, Click to Dial, and some sort of power dialing system (we use 8x8, Skype, Salesforce CTI adapter and ConnectAndSell). Selling doesn't start until a conversation starts with the prospect. Do what you can to have more conversations.
What are you thankful for?  What filled your pipeline this year?

Tags: b2b, b2b sales, demand gen, outbound marketing, inbound marketing, b2b marketing, hubspot, SEO, inbound, linkedin, outbound, content

Inbound Marketing Gurus -- Where's All The Outbound Marketing Goodness?

Posted by Mike Damphousse

Outbound Marketing Advice

Inbound Marketing is all the rage these days, and why shouldn't it be?  It works, right?  At least, that's what HubSpot clients are saying (and we're clients, so I can vouch for it).  Inbound Marketing's goal is to pull potential customers in by all different methods, whether it's compelling content, savvy SEO execution or community interaction via social media. 

While inbound strategies are effective, augmenting them with outbound marketing strategies can add to that success.   Where do you turn?  Be it appointment setting, lead qualification, or email marketing, where's all the goodness at?  Here are some sites that share top-notch practices:

The Bridge Group's Inside Sales Experts Blog - Trish Bertuzzi and the team over at The Bridge Group are the gold standard when it comes to advice on making your inside sales team greater than it already is.  Add to that their annual Inside Sales Metrics and Compensation reports and Bridge's Inside Sales Experts LinkedIn group, and you've got yourself some really fine resources to improve your team.

NetProspex's NetProspex Blog - The verified contact list-building behometh's blog is filled with far more than information on data.  It advises on building pipeline, improving messaging and better ways to market to your prospects.  There's a lot of information in this blog, so make sure you take the time to peruse the several years' worth of articles.

RainToday's RainMakerBlog - The folks from RainToday have been offering some great information and ways to improve sales reps, much of which can translate to your outbound marketing teams.  In particular, they've been sharing some interesting thoughts on how to improve the actual art of the "sales conversation."  Definitely worth checking out.

Craig Rosenberg's Funnelholic Blog - Craig is one of the demand gen gurus from Focus.com who consistently publishes great content that ranges from marketing to sales, inbound to outbound.  Great stuff.

Vorsight's Inside Sales Tips Blog - This one is special because Vorsight and Green Leads are technically competitors, but we both have mutual respect for each other's work and would call it more "co-opetition".  Solid tips.

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These last two are interesting additions because some people put email marketing in the category of "inbound" when in reality it is originally an "outbound" technique -- the action item is an inbound lead.  That said, two great blogs:

Marketo's Modern B2B Sales Blog - Marketo, the marketing automation company, has several blogs, but its Modern B2B Sales blog hits the mark.

Constant Contact's Constant Commentary Blog - Constant Contact's blog provides some great tips and tactics on how to better use email as an outbound marketing tool, but its also dabbles in social media and list-building advice as well.

There are a lot of other great blogs and resources out there, so this list is by no means complete, and of course, bookmark or subscribe to our blog as well.  Where else do you go when you're looking for great advice on how to do inbound marketing and outbound marketing more effectively?  Let us know!

Photo Credit:  laughlin via Flickr

Tags: outbound marketing, inbound marketing, inside sales, appointment setting, netprospex, marketo

Inbound Marketing Summit: Video Highlights

Posted by Michael Damphousse

This past week at the Inbound Marketing Summit, all the sessions were broadcast live by The Pulse Network.  Below is the clip of our session with Chris Brogan on Lead Generation. 

For the time constrained fans...you can find my contributions at time spots: 4:50, 19:48 and 26:30   ;)

Tags: b2b, b2b sales, demand gen, inbound marketing, b2b marketing, socialmedia, b2b events, lead gen, SEM, SEO

Inbound Marketing Summit Speakers: Twitter List #IMS10

Posted by Michael Damphousse

inbound marketing summit twitter list

Today I'm attending New Marketing Lab's Inbound Marketing Summit at Gillette Stadium in Foxboro (killer spot for a conference, btw).

Highlight of the day is always Chris Brogan's down to earth, almost "stand up" quality talks.  He is always insightful, practical, and spot on with his delivery.

I thought it would be useful to create a Twitter List of the #IMS10 Speakers.  

Here you go: http://twitter.com/damphoux/ims10-speakers

Alex Beauchamp, Citrix Online @alexthegirl
Alex Howard, O'Reilly Media @digiphile
Amber Naslund, Radian6 @ambercadabra
Audrey McClelland, Mom Generations @audreymcclelland
Benjamin Diggles, Webtrends @mrdiggles
Bernie Borges, Find & Convert @berniebay
Bettina Hein, Pixability @pixability
Brad Blake, Office of Governor Deval Patrick @bradmblake
Brian Halligan, Hubspot @bhalligan
Byron White, ideaLaunch @byronwhite
C.C. Chapman, Digital Dads @cc_chapman
Chris Brogan, New Marketing Labs @chrisbrogan
Claire Spina-Russell, PerkettPR @jerseygrl
David Meerman Scott, Freshspot Marketing @dmscott
Deb Orton, SAS @deb_orton
Dharmesh Shah, HubSpot @dharmesh
Erica Brookes, Vitrue @ebrookes
Erica McClenny, Expion @ericamcclenny
Gail Goodman, Constant Contact @gail_goodman
Greg Cangialosi, Blue Sky Factory @gregcangialosi
Jamus Driscoll, Demandware @jamusdriscoll
Jeanne Connon, Daily Grommet @jconnon
Jess Weiss, Office of Governor Deval Patrick @jessweiss
John Doyle, Alure Home Improvements @14str8
John Jantsch, Duct Tape Marketing @ducttape
Justin Levy, New Marketing Labs @justinlevy
Kiki Mills, MITx @kikimills
Lisa Horner, Citrix Online @lisahorner
Maria Pergolino, Marketo @inboundmarketer
Mark Chaves, SAS @markachaves
Matt Cutler, Visible Measures @mcutler
Michael Damphousse, Green Leads @damphoux
Michael Pranikoff, PR Newswire @mpranikoff
Michael Weiss, Imagistic @imagistic
Mike Schneider, Allen & Gerritsen @schneidermike
Nichole Kelly, CareOne Services @nichole_kelly
Pamela Meek, SAS @pamelameek
Patrick Attallah, 90:10 Group @bzpat
Patti Fousek, Mind Search Marketing @pattifousek
Paul Gillin, Paul Gillin Communications @pgillin
Pawan Deshpande, HiveFire @tweetsfrompawan
Rand Fishkin, SEOmoz @randfish
Ric Pratte, JitterJam @ricpratte
Robbie Vorhaus, Vorhaus & Company @vorhaus
Robert Brosnan, Seton Hall University @brosnaro
Ron West, PaperThin @notronwest
Sal Ferro, Alure Home Improvements @sal_ferro
Scott Stratten, Un-Marketing @unmarketing
Steve Garfield, SteveGarfield.com @stevegarfield
Tim Hayden, Blue Clover Studios @thetimhayden
Tim Washer, Cisco @timwasher
Tom Webster, Edison Research @webby2001
Valeria Maltoni, Powered @conversationage
Vern Imrich, Percussion Software @vimrich
Wayne Sutton, TriOut @waynesutton

If I missed someone or they made a last minute change in speakers, let me know and I'll update the list.

Tags: marketing, b2b, inbound marketing, b2b marketing, socialmedia, twitter, inbound, events

3 Great B2B Demand Gen Articles from Last Week

Posted by Michael Damphousse

BonfireIt's amazing that there's so much great content out there surrounding demand generation and B2B sales and marketing! Here are a few that stand out to the Smashmouth crowd from last week:

Are Your Inside Sales Reps Good Detectives? A guest post on AG Salesworks' Sales Prospecting Perspectives blog provided an interesting comparison to inside sales reps and detectives.  The author likens his approach to that of  Columbo and collects as much detail from his prospects as he can.

"I find that people are willing to share one more thing with me in order to get me off the phone.  This one thing may turn into a longer conversation that could bring out more pains and needs from the prospect and in time, turning this ‘not interested’ person into an opportunity for our clients."

Whatever You Do, Don't Do This During a Sales Meeting. Jill Konrath, sales strategist and author of SNAP Selling, has an article on ScLoHo's Collective Wisdom blog about limiting the amount of time you speak during a sales call and keeping quiet during that most critical meeting -- replacing your competitor!

"Top sellers realize that replacing an incumbent is a slow, deliberate process. They understand it takes time to demonstrate value and develop strong relationships. Knowing this, they put together a one-step-at-a-time account-entry strategy that advances the sales process much faster than if they tried to do everything in a single call."

7 Fluff-Free Reasons Your Online Content Isn't Spreading. David Siteman Garland, author and entrepreneur from The Rise to the Top website, wrote a guest post over at inbound marketing evangelist HubSpot's blog.  Garland shares some great thoughts as to why your content may not be as aflame as you'd like it to be.

"Normally there isn’t just one answer and it isn’t black-and-white. Some things directly matter and others go a little bit deeper with more abstract, yet equally important ideas like trust and authority. But, everything adds up."

Like I said, there's a lot of great information out there; what would you have added from the week?

Photo Credit:  steve.wilde via Flickr

Tags: marketing, sales, b2b, b2b sales, demand gen, inbound marketing, b2b marketing, week in review, blogs

Inside Sales Trends: Then and Now...What's Your Big Idea?

Posted by Michael Damphousse

This week I presented at the AA-ISP Leadership Summit in Minneapolis.  It kicked off two days of great sessions, discussion and networking.  Thanks to everyone who attended and supported the effort.  It was great to meet everyone and share our Big Ideas.

Special thanks to Bob Perkins, Larry Reeves and others at AA-ISP for having me.

The other piece I enjoyed was meeting folks from a competing company.  Being one of just a few By Appointment Only competitors is always a challenge.  Linda and I got our demand gen start at BAO, and they are a class act with good people -- competing with them on a daily basis keeps us honest.  Henry Glickel, BAO's top recruiter, presented on best practices for Inside Sales Recruiting.  Hiring and creating good talent was a common theme during the event, and Henry's take on it ensures steady and talented inside sales professionals.

There were also the guys from Vorsight. Having read their Sales Tips Blog for quite some time, it was very informative to listen to co-founder Steve Richard present his tips on how to become a power cold calling machine.

Nothing like Co-Opetition.

Below is my keynote address: Inside Sales Trends, Then and Now...What's Your Big Idea?

 


 

 

Tags: marketing, sales, b2b, b2b sales, demand gen, outbound marketing, inbound marketing, inside sales, cold calling, b2b marketing, socialmedia, b2b events, lead gen, sales2.0, advertising