Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Connecting With the Right Leads at the Right Time Using HubSpot Sales Tools

Connecting With the Right Leads at the Right Time Using HubSpot Sales Tools Blog Feature

Tom DiScipio

VP of Product, Speaker, 8+ Years Sales & Client Success Expertise

April 19th, 2016 min read

Connecting_with_the_right_leads_at_the_right_time

Many businesses have embraced the shift in behavior by adopting an inbound approach to marketing. But what about sales?

The traditional sales process that once sustained your outbound efforts simply doesn't have what it takes to close the types of leads your inbound efforts will bring about. After all, buyer behavior has changed. The simple, standardized outreach call is no longer effective on highly engaged and educated prospects.

While generating these leads certainly isn't a bad problem to have, any uncertainty in terms of how to communicate with and close these leads is. 

Simply put, in order to generate a return on your inbound marketing investment, your sales team needs the lead intelligence necessary to carry out productive communications. 

HubSpot Sales (used to be Signals, and was most recently SideKick) is a tool that creates efficiencies for sales teams by providings salespeople with the “inside” information they need to better engage their leads, track them through the sales process, and communicate with them in context.

Use HubSpot Sales as a Prospecting Tool

In terms of prospecting, HubSpot Sales serves as a way to remove the guesswork that comes along with sending and following up with prospecting emails.

Rather than repeatedly checking your inbox for a response, HubSpot Sales will alert you as prospects open and engage with your emails, so you can continue to be productive in the meantime.

Even further, notifications can be set to track a specific HubSpot list, giving you visibility into the prospects you care about most.

When it comes to engagement insight, HubSpot Sales will also notify you when a prospect clicks on links within your emails. This helps salespeople to identify which prospects are engaging with their emails, ultimately serving as an indicator that they are interested in the content they've presented them with.  

The ability to understand which prospects take action on the resources you've provided them with makes it easier to differentiate a legitimate opportunity from one that might not be a good fit. 

Generating Richer Context

Contextually based conversations serve as a way to set your business apart from the noise. 

While it's easy to get caught up in automated email communications, segmentation and personalization can be used to more effectively tailor the conversation. The features of HubSpot Sales let's you create this. 

Let's say that a lead you haven’t heard from in a while, or even a lead that you've just engaged with, has suddenly started visiting your site again. But this time... it's from the pricing page. Perhaps pricing is a critical purchasing factor, or they’re trying to figure out which pricing structure is best for them.

Your sales team can utilize this information to prepare their next piece of communication or a follow-up conversation that solves for pricing concerns or questions. The real value is being able to address it WITHOUT your lead even asking...

Most likely, this information can prove helpful for your sales team, and figuring out what your team’s next steps would be would require an analysis of the steps in your particular sales process.

Nail Down Effective Timing

Top-of-mind awareness is a really powerful concept.

Having the ability to follow up with leads while they are in the process of viewing a page on your site or reviewing a resource makes initiating a productive conversation much easier. 

Rather than attempting to reach out to them at a random hour, you can open up the line of communication while they're actively engaged. As they review your content and begin to generate questions or additional interest, this becomes the perfect time to HELP them (or even freak them out... in a good way of course).

Using HubSpot Sales, you can send your prospects or leads a friendly, real-time email with a few helpful tips and resources related to the exact content they just viewed.

hubspot-sales-email.png

Source: HubSpot

 

Don't be afraid to tell them you can see them viewing specific articles or pages. In most cases they will appreciate it and should you open up an in-person dialogue. You've increased your close percentage exponentially by being first-in. Finally, make it easy for them to book a meeting with you by including a link to your personal calendar invite that can be setup directly in HubSpot Sales.

hubspot-sales-calendar.png

Source: HubSpot

Again, part of generating richer context is by being much more personal. Essentially, if your sales team can see exactly when a lead opened their email or landed on a page, they can tailor their next conversation to be more timely and relevant.

This type of insight will ultimately encourage them to act faster knowing the lead is engaged and interested, potentially winning a client over a competitor who didn’t have these alerts.

Knowing When and How to Close with HubSpot Sales

You can learn a lot about a lead by the emails they open, the links they click, and the documents they're viewing.

But once a lead moves lower and lower into the funnel, it's even more important to cater your materials to their specific buying triggers. The HubSpot Sales' documents tool gives sales teams the ability to upload case study PDFs, presentation decks and other sales documents and track lead engagement down to the amount of seconds that they spend looking at a particular page or slide. I'll say that again... a salesperson can see exactly how long their opportunity is viewing even one particular slide in a 50 page deck...

This type of insight is invaluable when approaching the close. As a salesperson, if you know that your opportunity happens to be spending most of their time reviewing the case study section of your slide deck, that your next move will be to introduce them to that successful client to seal the deal.

Reusing and Measuring

Building efficiencies means creating repeatable processes that are easy to implement, work effectively, and can be measured.

By the time you've utilized HubSpot Sales to the point where you're executing on everything we've just discussed, you're going to have written emails upon emails that have worked wonders to get prospects to engage. Why not reuse and track the effectiveness of those emails? The same applies to each of the sales documents you've leveraged in the past as well.

Preserve those successful emails as more generalized versions within the templates tool so you can easily customize them to use again with new prospects.

Moving one step further, connect a string of those emails into a HubSpot Sales Sequence to automate the prospecting process. Once you've build a sequence, you can activate it for any particular prospect you'd like to engage and customize each email in the series before they're delivered.

Automation + Personalization = Meaningful Efficiency

To close the loop on the performance of your emails, sequences, and / or sales documents, HubSpot Sales provides metrics on your open, click, and view rates for each giving sales teams insight on the most effective ways to communicate with prospects.

[Bonus] Improving Account Management

Once a sale is closed, it's up to client services to maintain the account. 

So, while the tool's ability to improve sales interactions is no secret, there is no reason why account managers can't leverage HubSpot Sales' insight to strengthen their relationships with clients. 

In order for account managers to maintain accounts, it's critical that they develop a strong line of communication in which they can carry out interactions, build trust, and ultimately deliver results. 

With HubSpot Sales, this line of communication can be streamlined to a point where account managers can become more efficient without additional phone calls, emails, or meetings. This means leveraging the ability to identify the specific times that see high email opens so that you can cater your next email send or conversation around specific, previous communications.

The quicker clients open and respond to emails, the quicker you can return to carrying out the actions necessary to meet and exceed their expectations. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE