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Inbound Marketing Blog

    Putting the S in SMarketing

    Posted by Pat Owings

    How to Close Inbound Leads

    smarketingBy now, if you are a frequent reader of our blog, you know that “Smarketing” is the combination of Sales and Marketing.  This is the most powerful piece of Inbound Marketing.  While we all strive for traffic and leads and it is very important to nurture the top of the funnel as well as the middle of the funnel, at the end of the day it is all about return on investment.  The whole purpose of marketing is to drive business through your front door.

    I think that all too often we get wrapped up in making sure that our traffic and lead numbers look good and are continually increasing.  First, we want to make sure that the traffic and leads are correctly targeted to ensure that we can stand the best chance of closing the loop and generating revenue from our new customers. 

    Why Can't I Close My Inbound Leads?

    It's common to do all the right things from blogging to campaigns with landing pages and thank you pages, but at this point a lot of people drop the ball.  We have put so much effort into generating these leads that it's tragic to watch them go to waste, but it happens all too often.  At this point we need to start to nurture the leads.  I think that a lot of the time we toss around these terms, but a good comparison to this is that we have prepared the soil into neat rows and taken the time to plant the seeds and now we go and just wait. 

    We all know that isn’t the way that it works, there is weeding, watering and fertilizing to do.  We need to worry over our leads in much the same way that a farmer tends his crops.  There is no time to just sit back and wait.  Now, unlike the farmer we have HubSpot to help us with automation, so it is not such a daunting task.  There are two very powerful tools that are underutilized in this realm.  The first is the Salesforce integration.  I have been working in Salesforce for the past 10 years and I have heard all of the good and the bad.  At the end of the day, no system is perfect but Salesforce does a great job of meeting a plethora of clients in a huge range of markets. 

    Aligning Sales and Marketing

    The key that I have found to Salesforce is not to get overwhelmed (which is easy to do) but rather to determine the required fields that are necessary for your business.  Keeping the number of fields limited to what you actually require to run your business will help from burnout by your team and will help with adoption.  Also, Salesforce cannot be optional.  The best implementations of Salesforce make adoption mandatory and tie it to your sales teams' income.  This will ensure adoption and completion of required fields.  

    Salesforce will act as your customer database, and as such one of the most important assets of your business.  The second is workflows. For the professional and enterprise customers of HubSpot, this could not be easier.  The ability to create a series of targeted emails aimed at your leads helps to continue to nurture them and ensures that you are at the top of mind when they decide to purchase your product or service.  In the old days, this was done manually and was known as a drip campaign.  Years before we'd ever heard of drip campaigns, it was routinely done as a direct mail campaign.  

    The reason that this is a great process is that you have worked diligently to create a stable of great content.  The majority of it should be evergreen content and so it can be repurposed.  Here is your chance to offer your leads another chance to see content that they may missed and give them a reason to revisit your website.  And if we are doing our job with progressive profiling, every time that a lead returns to get another piece of content we get to ask additional questions and hence better understand that customer’s needs.  So the snowball begins, the more that we can learn about the lead, the better we can target market them, the more likely they are to return and hence the sooner they are to become a customer. 

    Now, for those of you on the HubSpot basic package, you can also build workflows it is just more of a manual process.  In this case you still need to build the emails, you just need to monitor the each of your leads and identify when to send out the emails manually.  However, do not shy away from hard work.  The reason that something is hard work is not an excuse not to do it.  Get engaged with your leads and continue to nurture them to turn those leads into customers.  

    Are you integrating HubSpot workflows and salesforce for effective SMarketing?

    The Science of Enterprise Lead Nurturing

    image credit: bplanet/freedigitalphotos.net

    Topics: Sales