On November 30, Abby Krupnick gave a presentation to about 30 Sacramento HUG members at Outlet Coworking in Midtown Sacramento. Abby, who is on the marketing team at HubSpot, empathized with the sales process of many people in the room:
"Does your sales process look something like this?"
She offered several strategies marketers can use in the middle of the funnel to better align with sales and improve overall results.
One of the most interesting facts of the night was that HubSpot doesn't use Marketing Qualified Leads (MQL's) anymore. When you think about it, this makes a lot of sense:
Why should sales and marketing have different goals?
Sales reps want meetings, not form submissions. By realigning their definition of a Sales Qualified Lead (SQL) that both Marketing and Sales agree with, Marketing is able to better assist sales reaching their goals with increased email activity in the middle of the funnel.
For reference, HubSpot has 200 sales reps who spend 60% of their day in sales meetings—the first meeting is almost alwyas set up by Marketing. The Marketing department essentially writes emails on behalf of the sales team and inserts signaures with personalzation tokens on the backend.
One genius way Abby offered to accelerate lead nurturing in the middle of the funnel is by offering the ability to live chat, instead of only offering a phone meeting. This is because, as Abby put it:
"Some people just don't want to talk to another human with their mouth."
Jokes aside, this method saved reps 1/3 of their admin time setting up meetings, etc.
“Trigger nurturing” is the process of using marketing automation to send more aggressive emails after the pricing page has been viewed. You can see more details of Abby's presentation by downloading her deck here.
After Abby's presentation, WindFarm Marketing's CEO, Josh Unfried shifted to the topic of discussion to email marketing in general and started an engaging back and forth with with the crowd. Here are a few snaps from the event:
To get in on the fun, join the Sacramento HUG!