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Join us at the next HubSpot User Group

A Marketer's Guide to Sales Enablement with Kyle Jepson

Posted by Elena Chow on Apr 24, 2018 10:27:59 AM

 

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“If we transfuse a marketer’s expertise into a sales organization, that’s where magic happens”  Kyle Jepson

As marketers or salespeople, we’ve all come at odds with aligning both dimensions at some point. It’s often a notorious and complex relationship. To set marketing and sales teams up for success, it’s wise to take key steps and make sure a system is put in place for a consistent and seamless customer experience.

In this month’s HUG, Kyle Jepson from HubSpot taught us how to align marketing and sales together by defining a robust definition, having transparent accountability, developing sales-focused content and leveraging three kinds of strategic support. In his presentation, Kyle helped us explore beyond enablement to make marketing part of the sales’ solution.

Kyle covers:

  • 4 “Smarketing” insights
  • A Lead Qualification Matrix
  • A Content Matrix
  • Service-Level Agreement

Check out the presentation to get granular into the Marketer’s Guide to Sales Enablement:

Reminders:

  • Did you enjoy the HUG meetup or have any ideas for the next one? Look out for an Austin HUG survey coming to your inbox to tell us your feedback, questions and suggestions.
  • Join our Facebook group, where we share tips and advice, post job openings and share insights with other HubSpot marketers in Austin.
  • Come out to our next meeting on August 9th! Stay updated in this space or on our HUG FB group.

Topics: Meeting Recap, sales and marketing alignment, Sales Enablement

Supercharge Your Inbound Marketing With Facebook Ads in 2018

Posted by Parker Short on Feb 8, 2018 1:27:01 PM

 

 

 

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You did everything right. You put out amazing relevant content, you made offers your customers opted in for, you even followed up with a perfect lead nurturing campaign. But it happened again. You lost another highly qualified prospect from your marketing funnel.

Why did this happen? It's because even extremely motivated prospects get overwhelmed with life and forget to fill out that form or follow up with your email.

So what is the solution? Is there a way to add additional touch points to your funnel without feeling spammy or overwhelming you customers' inboxes? 

 

Explode your funnel retention rate by integrating Facebook into you HubSpot inbound strategy. (For both B2C & B2B)

Social media is powerful, and you won't want to overlook it in 2018.

This week, Parker Short from Jaxzen Marketing Strategies shared some actionable steps you can take to enhance your Hubspot Inbound marketing funnel with Facebook ads. Using these tactics, you can attract a larger audience, help prospects move through your marketing funnel, and even help your sales team close more deals.

In the presentation, you will learn how to:

  • Think about Facebook in 2018
  • Start using Facebook ads in HubSpot right now
  • How to use HubSpot data to improve your Facebook advertising
  • Look at additional Facebook marketing ideas worth exploring
 

Make sure to join the Facebook group!

Get all the best of the Austin HubSpot User Group by joining our online community.

Click here and request access to our new Facebook Group.

In the group there will be

-Posts about events

-Recaps of presentations

-Job opening threads

 

Most importantly, this group will be a place for Austin marketers and business owners to interact with each other

Join the New Facebook Group Here

 

Next HubSpot User Group meeting 

Next meeting will be on April 12th

Topic: To be announced 

Topics: Meeting Recap

5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

Posted by Carrie Koos on Nov 8, 2017 12:00:00 PM

 

 

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How do you break through the noise to capture your customers' attention? 

In this month's HUG, we learned copywriting secrets from Scott Tousley, Senior Growth Marketer at HubSpot, who helped grow HubSpot Sales Products revenue by 243%. Yes, you read that right: TWO HUNDRED FORTY-THREE PERCENT. 

Scott and his team at HubSpot leveraged psychological research to understand the behaviors of their customers. In his presentation, Scott shared his research and results with us (all within the bounds of HubSpot Legal, of course), and armed us all with copywriting frameworks to help generate more leads, nurture leads into customers, and turn customers into promoters.

5 Copywriting Secrets Backed by Pshycology:

  • The Pareto Law of Copywriting: the 80/20 rule- 80% of the output comes from 20% of the input. How can we spend less time selling while still closing more deals?
  • The Zeigarnik Effect: it's psychologically uncomfortable to not finish something we've started. (a.k.a. why we spend hours binge watching Netflix)
  • FOMO: Fear Of Missing Out. How can you leverage FOMO with your offers?
  • The Auto Prospector: less searching, more talking. How can marketing and sales work together to write effective emails?
  • ...and you'll have to check out Scott's presentation to find out number 5 (see, that's the Zeigarnick Effect in action!)

Check out Scott's presentation below:

 

Scott also shared some of his favorite copywriting resources with us:

  • Kopywriting Kourse, a blog from Neville Medhora, a copywriter from our very own violet crown, Austin, Texas. 
  • Ca$hvertising by Drew Eric Whitman- despite its ultra salesy name, this books dives into the powerful influence of proven scientific principles of advertising psychology.
  • The Boron Letters by Gary C. Halbert- While in prison, Halbert wrote letters of advice and wisdom to his son, Boron, that contain actionable insights on copywriting, sales, and life.
  • The Robert Collier Letter Book by Robert Collier- want to learn how to write a sales email that improves your company's bottom line? Read expert advice from copywriting mastermind Robert Collier. 
  • The Call to Action copywriting course from Rami Sethi, New York Times bestselling author and founder of GrowthLab.com.

You can also check out the persona template Scott and his team use to do persona interviews following the Dreams, Pains, and Barriers format mentioned in the presentation above. Next time you're interviewing your customers and developing personas, try using this template. 

 

A huge thanks to Scott for sharing his copywriting and psychology secrets with us!

 

Reminders:

  • Be on the lookout for our Austin HUG end-of-year survey coming to your inbox next month.
  • Our next Austin HUG meetup will be January 18, 2018. See you there!

 

 

Topics: Meeting Recap, Sales, Email Marketing

Tune Up Your Sales and Marketing Goals

Posted by Carrie Koos on Aug 25, 2017 11:00:00 AM

 

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Marketing and sales alignment is a common problem businesses face. How do you achieve marketing and sales alignment goals for your business? Once you reach those goals, how do you maintain a healthy relationship betweens those teams in a growing company? 

 

Adam Singh, Online Marketing Manager at ShipStation, has helped multiple companies work toward marketing and sales alignment. At this month's HubSpot User Group, Adam shared his experience and tips for implementing a marketing and sales alignment plan from what's he learned along the way.

 

Some tips Adam shared include:

 

Make a data dictionary

A big part of the disconnect between sales and marketing comes from miscommunication. Let's say your marketing team defines a subscriber as someone who provides an email address or subscribes to the blog, but sales defines a subscriber as someone who signs up for your service. Those are two very different things. Without having a company-wide definition, you're going to have some issues understanding where someone is in the funnel.
 
To combat this, Adam recommends making a data dictionary. Go through every stage your prospects go through—from first touch with your company to becoming a customer. Define what happens and 'who" they are when that happens (Marketing Qualified Lead, Subscriber, etc). 
 

Conduct customer interviews

You want to understand your personas, and you've probably put a lot of effort into finding out about their pain points, preffered methods of communication, and more. If you want to know more about potential customers, you have a great resource available to you: your current customers.
 
Reach out to your customers for interviews. Ask where and how they found your company, what motivated them to take an action like try a free trial, and what made them decide to be a paying customer.  
 

Pro tip:

Adam's team at ShipStation pooled together the most common questions people have before signing up for a free trial with ShipStation. They took these questions and answers and put them in an FAQ on a landing page. Having the FAQs alongside the free trial sign-up form helped prospects overcome objections to the trial—and they saw a big increase in conversions!
 

Check out the deck below for the full presentation!

 

 

Q&A

Some of the questions after Adam's presentation:
 
How often would you recommend revisiting the SLA? 
That depends on what kind of growth your company is experiencing. 
 
What is the top metric your marketing and sales teams care about? We want to know where our paid customers are coming from—paid social? Organic? We look for information that tells us where we need to invest time and money in order to get paying customers. 
 
Are there any common areas of cultural disagreements that you see in the different companies you've worked with for sales and marketing alignment? It varies by company. The most important thing is to take the initiative and build relationships. Show the teams you're interested in helping them hit their goals. If you're taking their time, that's time away from them working on goals. You need to show you're invested in them as people and their time. 
 

Coming up next for the Austin HUG:

  • Inbound2017 is September 25-28, 2017. See you in Boston!
  • October HUG Meeting: The Best of Inbound on October 26, 2017 at the Flying Saucer
 
Join us at the next HubSpot User Group
 

Topics: Meeting Recap, sales and marketing alignment

How to Build a Reliable Email List and Increase Sales

Posted by Carrie Koos on Jun 23, 2017 10:00:00 AM

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This month, at the Austin HUG meetup, guest speaker Jenna Fortunato of Justuno shared with us how to build a reliable email list and increse sales. Most businesses today spend a lot of money on brand awareness and acquistion. But when it comes time for conversions, companies aren't always looking to spend more money. Why spend all that money and effort on acquisition if you're not working on conversions? Jenna shared some tips and best practices for conversion rate optimization, and how using tools like HubSpot's Lead Flows can increase conversion rates on your website. 

 

See Jenna's full presentation deck here:

 

 

Austin HUG upcoming events:

  • No meeting in July. Enjoy some sweet Austin summertime!
  • August 24: How to Create Sales and Marketing Alignment with Adam Singh of ShipStation
  • September 25-28: Inbound Conference in Boston. In keeping with tradition, we will have an all-Texas HUG happy hour in Boston. Be on the lookout for more details coming soon!

 

Topics: Meeting Recap, Inbound, Email Marketing