As every salesperson knows, your job is measured by (and depends entirely on) results. If your efforts aren’t nurturing prospects, closing sales, and generating revenue for your company, you’re doing something wrong. And with so much on the line, the right tools can make a huge difference.
You may remember learning all about how our content marketing team uses HubSpot to make our jobs easier, and well, we couldn’t just stop there. HubSpot is a valuable tool for our sales team, too. It organizes lead research and communication, and with data on content available at their fingertips, our sales team can better connect those leads to the right resources — and nurture them into clients.
Here’s how each member of our inbound sales team uses HubSpot:
With HubSpot, as our sales manager, I can instantly access a bird’s-eye view of our company’s entire sales pipeline. I'm able to effectively break down our potential opportunities by stage, lead source, sales rep, and more, and can quickly pull reports that use qualitative data to help us better understand why certain opportunities went cold so we can always improve.
Inbound sales are vital to our company’s growth, and HubSpot helps me understand the details of inbound leads’ interactions with our content (including what they’ve downloaded and how they’ve engaged with it) and who they’ve communicated with — all of which makes it easier for me to be the best resource possible to those leads who raise their hands to work with us.
HubSpot really is a hub. It’s a meeting place for my sales team to document and share details of conversations, email correspondence, and versions of proposals with potential customers, and because of that, we’re able to easily reinforce a culture that rewards sales team members when they support each other.
Cherish Grimm is our VP of business development, otherwise known as the bridge between our marketing and sales teams and ultimate creeper/researcher. She’s always logged into both the marketing and sales sides of HubSpot’s platform to qualify leads and track their progression through our pipeline.
HubSpot is critical to Cherish from the moment a lead comes onto our site right up to the point when they sign with us. By indicating where they’re coming from, HubSpot gives her a better idea of the services and resources a lead is looking for, and the ability to see their onsite interaction makes it easier to speak directly to them.
For example, with HubSpot, she’s able to see everything: where leads are in their customized drip campaigns, how they’re engaging with and responding to emails, what new content they’ve downloaded, and every call she sets up between a lead and a sales rep. All of this information makes it easier for Cherish to understand the needs and pain points of our inbound leads, which makes connecting them to the right content resources and sales reps for much more efficient and effective.
Brittni Kinney, our client engagement specialist, considers HubSpot the assistant she needs but doesn’t deserve. Because she sets up calls and meetings with numerous leads a day (seriously, her calendar gives me some mild anxiety), she loves the ability to check up on a lead’s page in HubSpot for a quick briefing on their last discussion, why they originally came to us, and exactly where we’re at in the process of meeting their needs.
When she’s talking to a contact for the first time, she uses HubSpot to see why he or she filled out a form to set up a call with us, and like Cherish, she’s able to see what kinds of content a prospect has consumed on our site to offer new, helpful resources in her meetings, calls, and emails. She’s able to demonstrate to leads that she values their time by coming to the conversation prepared to discuss what they actually want to talk about, rather than showing up misinformed or pushing an agenda that won’t help.
Brittni can also easily store any pre-call notes on lead pages as well, which allows for a much richer conversation rather than rapid-fire discovery questions that might leave a lead exhausted. She can record any notes she takes during those calls, too, so they can be used to inform her proposals and close sales.
In a nutshell, if we didn’t have HubSpot, our sales team would potentially be drowning in a sad pool of Google Docs, and most sales calls would be uninformed and, as a result, pretty unhelpful.
And while most CRMs are probably excellent tools with standard components to make life easier, what helps differentiates HubSpot for us both our sales and marketing teams is its content. We subscribe to its sales and marketing blogs, share and save new articles, and use them as inspiration to improve our processes and serve our clients.
We genuinely want to understand the needs of potential customers, and HubSpot makes that much easier. When you find a platform that assists you in being tactical, accountable, and improving client experiences, you stick with it. HubSpot serves as an excellent partner for us. Now all we need is for it to get our coffee.