- So it's four thirty in the morning
and we're headed to Boston.
(upbeat rock music)
- So we're here in Boston specifically
we're in Cambridge and we came here because
we recently partnered up with Hubspot.
I think everybody in marketing world's
probably heard of Hubspot and
we are very familiar with them
but over the past few months
we've been getting cozied up next to each other
and we decided there's no better way
to work together than actually sit down
face to face and build that relationship
so we spent a whole day learning about
their partnership program,
how we can help our clients,
how we can help our new clients in the future,
and getting in to what that looks like
from a tactical level not just the hey
inbound marketing's great.
We're learning how this inbound thing
is much more than just what they've been in the past.
It's not just blogging content,
they've got a full suite of tools.
And so we're gonna spend the day getting to know these guys.
We're investing the time and money
to come up here to build that relationship.
- So here's how I kind of view the sales process
on top of the sales the inbound sales methodology.
So this is a whole other test you can take.
It's inbound sales certification
so you may wanna do that one too.
But it's identify, connect, explore, advise,
and you're moving people from awareness
to consideration to decision,
from strangers to leads to qualified leads
to opportunities to customer.
So either again you're running maybe
that demo in between those two calls,
maybe they're happening you know goal setting and then demo.
Maybe I'm running the demo,
it sort of floats in that area.
- [Todd] I get it yeah cool.
- Yeah.
The way we got in this room was
because we started sending our clients,
our clients were asking us stat questions
and we go well you're coming from
a brand new you really open the looking
let's go hunt down your criteria
and figure out what that is and
so Adam started sending people to Hubspot.
And he knew Nick and every thing else and so...
And then suddenly I'm getting a call
from this guy Jake and he's like
I wanna talk to you about an agency partner program.
I was like I don't wanna sell software like,
I run to software companies like I'm
not doing that game now.
You need to listen to us and we figured it out.
- [Adam] I brought this up.
- Well it's what you said it better than me.
I told her look I'm not an inbound guy
like that's top of funnel.
I'm a conversion guy and mine's about data,
mine's about tools you're about content.
- It's like you market you sell and you service
to customers in a human contextual way
that allows you to reposition your company
in providing value.
It's all you wanna do and so it's like
so moving away in content it's like this,
how do you wire your entire market top to bottom
to be able to like have that context
and allow everybody to engage that prospect
or that customer where they're at
with the information that you need
to provide value and be helpful
and then just keep pulling them further and further in
seeing that they become you know
the most referenceable you know customer you have
and that's how you drive success.
- And then once we learned more about it,
I realizes oh this is exactly what we do.
It's just like I've just been tainted
by the market to say oh inbound is top funnel
and it's just writes blog posts
and just mess you go and everybody's doing that
and then once we started talking to Jake
and then now Todd really talked a
lot more to Jake and Greg and now I've
been working with Becca a lot more.
I'm coming around quickly I was
very hesitant at first I will tell you.
But now yeah it's really interesting,
it's cool to see the shift and
how aligned we really are and I just didn't know it.
- I mean end of the day you wanna
go to the best valuable thing you find
and you talk to them in a way that says
look I'm gonna help you represent yourself
as a more human more engaged more textual company
that's helpful and I can do that
in a way that actually drives more business
for you and I can show you that through
the measure of our system and how all
those interactions drive to revenue.
Would that be of interest to you?
And there's not a lot of companies
that you know that that's not what they want.
(laughing)
Well I want the super division,
disruptive data, data measure,
and can I have ten of those and you know...
- [Todd] Right right.
- And that's really the getting comfortable with that.
- What does this mean for our clients?
Well first of all there's a holistic approach
to marketing and growth which Hubspot's
now preaching which is far beyond just inbound.
Inbound is critical for getting those leads,
attracting them and then converting them
all the way down to close but what
is important for clients is there
is a one platform tool that is
a good fit for a lot of companies that wanna grow.
So that's what's in it for you is
getting away from the 72 exported Excel spreadsheets
to get a dashboard to know how your business functions.
You've got a platform now that is for sales
and marketing which for us means growth
and that's the key opportunity for Hubspot customers today
that other non Hubspot customers are not experiencing.
No comments:
Post a Comment