Transcript Connecting the Dots Between Marketing & Sales Hubspot, Ring

Connecting the Dots Between
Marketing & Sales
Hubspot, Ring Revenue, and
Salesforce Integration
About Me
About Whole Brain Group
We’re passionate about delivering premium design & digital
marketing services to growing companies, using strong inhouse technical expertise and a results-driven process to
help our clients generate leads and sales online.
Marketing & Sales Traction
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We use a strategic process based on the
Entrepreneurial Operating System
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Structured meeting rhythm
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Level 10 Agendas
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Focus on 3-4 rocks/priorities per quarter
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Aligned with company goals & vision
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Connecting the dots between sales &
marketing
Define the client’s company vision & goals
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Gather the executive team
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Understand the client’s long-term vision
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Understand their one-year target and key metrics
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Identify the key challenges/obstacles to reaching
their growth goals
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Align your marketing strategy to support their
vision and goals
Get the Sales & Marketing Teams On Board
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Make sure the sales & marketing teams understand and
supports the company’s growth goals & vision
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Identify concerns & challenges related to their roles in
supporting the company’s growth goals
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Identify inefficiencies and gaps in the sales process
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Ask about how the company’s digital presence
supports/hinders their ability to sell
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Get their help in generating ideas for content offerings
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Help them understand how their role may change as
marketing and lead generation improves
Identify Gaps & Weaknesses in the Sales Process
Lost Opportunity
Collecting Data: Call Tracking
Ring Revenue generates a dynamic
phone number for each website visitor
•Tracking: Call-in leads are recorded in
both Hubspot & Salesforce - source,
duration, keywords, etc.
•Reporting: See where calls are coming
from - PPC, Organic Search, Direct
•Monitoring: Allows us to listen to sales
calls and determine if any additional
sales coaching or training is necessary
Collecting Data: Salesforce
Hubspot info in Salesforce:
‣How the prospect found the site
‣Number of page views and visits
‣Forms submitted
‣Emails opened
‣Lead score
‣Call-in details (duration, recording,
date, time, etc.)
Salesforce info in Hubspot
‣Opportunity stage
‣Opportunity owner
‣Customer data
‣Industry, Lead Status, etc.
Advanced Reporting & Sales Data Analysis
Reporting now available in Salesforce
‣ Revenue/sales generated by PPC, Organic
(even if it was originally a call in lead)
‣ Drill down to keyword level if desired
‣ Sales by landing page source
‣ Call-in leads: duration, sources, keywords
‣ Comprehensive performance dashboard
includes marketing & sales activities
Reporting now available in Hubspot
‣ Customers closed by online source
‣ Drill down to keyword level & campaign
Lessons Learned
‣ Data cleanup is incredibly time consuming - don’t underestimate this part
‣ Sales process is never as well-understood or documented as the client says it is
‣ Plan for a phased rollout of changes to keep change shock to a minimum
Results
‣ Marketing team has a better understanding of which activities generate revenue
‣ More discipline in data entry & adherence to the documented sales process
‣ Company owner has more intelligence to make business decisions
‣ More effective marketing + higher customer revenue = more work for us
Talk to me
Whole Brain Group
[email protected]
http://twitter.com/wholebraingroup
http://www.facebook.com/wholebraingroup