Thankfully for marketers, that dream is now a reality.
The Power of Sales Knowledge
The more information a company knows about its customers and prospects, the better the experience will be for both parties. Today’s buyer is more educated than ever before. With seemingly endless information available, the modern buyer knows exactly what they want to purchase, how often they should purchase it, and how much they're willing to pay for it.
Despite the information available to buyers, sales teams must educate themselves on an ongoing basis to remain current with sales best practices and trends.
The Power of Sales Empathy
All salespeople have one thing in common: They’re also consumers. That being said, successful salespeople are able to assist and educate their prospects while sprinkling in empathy. Specifically, empathy is best implemented by customizing/personalizing your message to your respective prospects.
Enter HubSpot.
HubSpot contact records are a convenient marketing feature that's as beneficial as it is powerful. Specifically, this tool efficiently gathers, organizes, and securely stores contact information for prospects and customers. For example, when a prospect submits their email address, HubSpot provides you with detailed insight into your prospect’s online activity in conjunction with that email address.
As with anything else, marketing is such that you get out of it what you put into it. Accordingly, the more time and effort you dedicate towards segmenting your database, the more personalized and effective your marketing efforts will be.
The Power of Lead Segmentation
Let's say your organization has just purchased a HubSpot subscription, with the intention of implementing the software throughout the company. Also, let's assume you've completed your onboarding exercises, all custom fields have been created, and internal workflows are in place to ensure proper lead routing. At this point, it's safe to say you've defined and outlined the marketing-to-sales handoff.
Next, you'll begin receiving notifications about new leads from organic searches.
For example, let's say you're looking to drive traffic to your blog post titled Why It’s Time to Automate Your Packaging Lines. A user could be directed to this post simply by performing a Google search to the effect of "how to know if it’s the right time to automate my plant’s packaging lines". Upon being directed to your blog post, the user may start reading, become intrigued, and ultimately download your whitepaper on the economics of packaging automation.
There are no criteria limits in segmenting your leads by building active lists. You can have lists for lead sources, gated content, personas, buyer journey stages, and certain HubSpot scores (or lead scores).
In accordance with this particular scenario, below are examples of segmented lists:
- Organic Search Leads
- Whitepaper XYZ Leads
- B2B Plant Manager Persona
- Sales-Qualified Leads
- HubSpot Score > 25 (or any number you identify as a ‘hot lead’)
This prospect has taken significant action on your blog. Therefore, they likely have a HubSpot score indicative of a sales-qualified lead. Next, it's time for some nurturing.
The Power of Lead Nurturing
Marketing (specifically inbound marketing) is all about communicating the right message to the right person at the right time. Accordingly, following up is key in converting this lead to a happy, loyal customer that's eager to bring you more customers.
A follow-up may come in the form of a phone call from a sales rep, a quick email sequence, or perhaps both. Just use your best judgment to determine an appropriate follow-up approach based on what resonates with your persona.
When you create whitepapers, you can send them to the appropriate audiences based on previous lists you've created for similar personas. This helps ensure that you and your organization send the right message to the right person at the right time.
If you’re new to HubSpot, or if you’re not yet using the platform to its fullest potential, please contact Miller Creek Marketing today. We'd love to lend a helping hand.
#HubSpot
#SalesKnowledge
#SalesEmpathy
#LeadSegmentation
#LeadNurturing
#MillerCreekMarketing