1-Day Marketing & Sales Integration Workshop

  1. Creating an Inbound Culture by Aligning Marketing & Sales
    • Time: 1 Hour
    • Attendees: Executives, Head of Sales, Head of Marketing and all Sales and Marketing Personnel
    • Goal: To provide all personnel with the information as to why Marketing and Sales have changed, how to manage internal expectations and leave you with a clear understanding of what it takes to succeed in a world where the buyer has all of the control.
  1. Designing a Lead Management/Qualification System
    • Time: 4 Hours
    • Attendees: Executives, Head of Sales, Head of Marketing
    • Goal: Ensure that Sales is spending their time on quality leads and Marketing is maintaining contact with leads that aren’t yet ready to buy to minimize funnel leakage and maximize ROI on spend.
      • Defining the Different Types of Leads
        • HubSpot Lifecycle Stages - HubSpot Customers
      • Lead Management Responsibilities & Goals
        • Marketing – Marketing Qualified Leads
        • Sales – Sales Qualified Leads
      • Marketing & Sales Service Level Agreement (SLA)
        • Inbound Lead Follow Up Process
        • Lead Scoring
        • Lead Handoff Process
        • Nurture & Automation
  1. Maximizing Your Marketing Software & CRM Integration
    • Time: 2 Hours
    • Attendees: Executives, Head of Sales, Head of Marketing, all Marketing Personnel
    • Goal: To arm both Marketing & Sales with the knowledge and understanding as to how they should be using the HubSpot Software to A) generate more qualified leads for Sales & B) to stay top of mind with those inbound leads that aren’t yet ready to make a purchasing decision.
      • Creating optimized website forms (Smart Forms - HubSpot Customers) and begin segmenting your leads
      • Creating segmentation lists (Smart Lists - HubSpot Customers) to monitor results and ensure the delivery of highly targeted, relevant, valuable Marketing & Sales messaging
      • Creating Workflows (automated email communication) to make sure that all leads are being followed up with and that you are always providing them with value
  1. The Correct Way to Communicate With Inbound Leads
    • Time: 1 Hour
    • Attendees: Executives, Head of Sales, Head of Marketing and all Sales and Marketing Personnel
    • Goal: The more traffic you generate the more diverse your leads will become. Not every lead will be a decision maker and every lead needs to be handled differently. Your team will learn how to communicate with every lead using the context of their experience with your website. It used to be that Sales should “Always Be Closing.” Now Marketing & Sales should “Always Be Giving.”
      • In an interactive session, I will share with you how to:
        • Speak with inbound leads on the phone so that you are a trusted advisor, not a Sales person
        • Write email copy that will generate responses and provide you with the permission to communicate with each lead personally going forward
        • Use LinkedIn to cultivate a more personal relationship