​8 Books Every Marketer Should Add to Their Holiday Wish List

Particularly in the wintertime, it can be easy to slip into a creative lull and hard to maintain your forward momentum. We’re convinced that the best medicine for garnering motivation and inspiring movement is picking up a new skill or perspective on your work. Alas, we’ve compiled eight books that are sure to give you the mental jump start you need to tackle your 2018 marketing goals with renewed energy and insight. 

shutterstock_326453363.jpg

1. To transform your content marketing strategy:

Top of Mind by John Hall

41JJND7xGSL._SX330_BO1,204,203,200_.jpg

Image sourced from Amazon.

Achieving success in any business is all about nurturing valuable and relevant relationships. Top of Mind delves into how to use content marketing to stay at the forefront of your target audience’s thoughts. With clarity and concision, Hall reveals the elements of effective content marketing strategies and addresses how to bridge the barrier of consumer mistrust in the modern age. Whether content marketing is part of your current engagement strategy or is on your list of New Years resolutions, this book will help you better understand how buyers engage with web content and how your digital communication strategy affects your brand’s integrity and staying power.

2. To learn tricks for maintaining forward momentum and cultivating innovation:

Leap First by Seth Godin

51Jd0rzPiNL._AA300_.jpg

Image sourced from Amazon.

Since he made his debut blogging in the early 90s, Godin has written eighteen best sellers and gained worldwide acclaim as a thought leader in areas such as marketing, creativity, leadership and innovation in the modern business world.

Unlike Godin’s more product-focused marketing books like The Purple Cow, audiobook Leap First: Creating Work That Matters focuses on the individual behind the product. Through a series of anecdotes, creative examples and witty tangents, Godin describes how cultivating the right mix of professional qualities can help you create work that is exceptional, fresh and impactful.

3. To understand what makes some companies succeed and others fail:

The Four Steps to the Epiphany by Steve Blank

51MLvC+JryL._SX370_BO1,204,203,200_.jpg

Image sourced from Amazon.

Steve Blanks if famous for his theory on customer engagement and advancement (as he lays out in The Entrepreneur’s Guide to Customer), but this earlier book is jam-packed with foundational business wisdom that makes it an essential prerequisite. With the spirit of an entrepreneur and the wisdom of a seasoned expert, Blanks discusses what elements make a successful product and what skills are needed to create and sustain business growth. Although at first glance, it may seem that The Four Steps to the Epiphany is targeted at business owners, under the hood it has an acumen and practical application that transcends different roles and career trajectories — making it relevant to anyone who wants to get ahead in the business sphere.

4. To discover what motivates action and inspires mass change: 

The True Believer by Eric Hoffer

51oZlMkZlaL._SX331_BO1,204,203,200_.jpg

Image sourced from Amazon.

An inspiring work of social psychology, The True Believer is still as relevant today as it was when it was first published in 1951. In this influential work, Hoffer discusses the irrational and intangible factors that motivate group behavior. Although not a business book in the traditional sense, the ideas discussed in The True Believer and the assertion that meaningful narratives hold transformative power is worthy of every marketer’s time and attention — no matter what your unique goals may be.

5. To master the knack of generating buzz:

Word of Mouth Marketing by Andy Sernovitz

51+cG6XE8QL._SX326_BO1,204,203,200_.jpg

Image sourced from Amazon.

This book reveals how the world’s most successful companies became self-generating-lead-machines by harnessing the art of communication and buzz. Sernovitz lays out five essential steps to mastering “word of mouth” marketing and describes how to hone your blogging strategy, email campaigns and other social communication channels to further those ends. He presents concepts in a straightforward and digestible way that makes it the perfect quick-read for marketers looking to polish their multi-channel marketing efforts.

6. To explore what gives certain products and ideas magnetism: 

Contagious by Jonah Berger

41FJ2mIlxgL._SX326_BO1,204,203,200_.jpg

Image sourced from Amazon.

Named best marketing book in 2014, Contagious: Why Things Catch On is a study of what makes some products more popular, some ideas more infectious and some content, viral. Berger explores why certain brand narratives are more compelling and lasting than others — and how those stories contribute to the popularity and staying power, or “stickiness,”of a product. Through a series of smart examples, Berger looks at what products have succeeded in the past and why we still hold them in high esteem.

7. To become more influential:

Influence: The Psychology of Persuasion by Robert B. Cialdini, PHD

512-B-1yXuL._SX331_BO1,204,203,200_.jpg

Image sourced from Amazon.

This National bestseller explores the psychology of persuasion and how to channel those skills to be a master persuader. Cialdini identifies six principles of influence and details why they’re effective, guiding readers through the logic behind why people say “yes.” Although this book has applications beyond the business sphere, understanding the science of persuasion is an imperative skill for marketing and sales professionals seeking to influence prospects and customers on a daily basis. Originally published in 1984, Influence has earned positive critical acclaim for over thirty years.

8. To win more sales:

To Sell is Human by Daniel H. Pink

41NH1TwXydL._SX331_BO1,204,203,200_.jpg

Image sourced from Amazon.

By now, most of us have heard of the elevator pitch — but what are its successors in the digital age? Selling is both an art and a science; Pink lays out ways to excel in both departments. Whether you’re selling a product, a service or simply an idea, this book provides a thoughtful and informative take on how to be an exceptional salesperson beyond the bounds of the elevator.

No matter what your marketing goals are, find your motivation to make it happen in 2018. Getting started is as easy as taking the first step:

marketing-goals-template

Advertisements

7 Steps to Implementing an SEO Audit

shutterstock_676427392.jpg

Keeping a dial on the SEO for your primary domain is a critical effort for your business. You want to bring organic visitors to your site — so you need to ensure you’re ranking well for your designated keywords, building links to your domain and committing to user experience best practices. One of the most effective ways to guarantee your site is up to par in each of these areas is by implementing an SEO audit.

What is an SEO audit? It’s an inspection of your site’s visibility and its ability to rank. An effective SEO audit will provide you with the following:

  • An overview of your current search engine performance, detailing your strengths, weaknesses and competitive gaps
  • Recommendations on how to capitalize on your strengths, minimize your weaknesses, and close the gap on your competitors
  • An actionable to-do list of next steps based on your strengths, weaknesses and competitive gaps

At New Breed, an SEO audit is a seven-step process that covers preparation, implementation and evaluation. It runs as follows:

  1. Set a goal
  2. Determine KPIs
  3. Collect data
  4. Compare to competitors
  5. Plan of attack
  6. Implementation
  7. Evaluate and adjust

Before conducting any sort of audit, you must make sure you have plentiful, accurate data available. I recommend using an SEO crawler such as Screaming Frog, Moz or SEMRush. These tools can give you enhanced insight. But if you’re only equipped with Google Analytics and Search Console, you can still complete an audit. I recommend using data from the trailing six months for the best results, though you can be successful with quarterly data, if necessary.

1. Set a Goal

Prior to taking any action, we need to determine why we are completing this audit. Your goals for this audit are going to shape the way it runs. For example, if you are completing this audit before your website redesign, then the recommendations will have to be followed during the new site build, as opposed to over a period of time after launch.

Identifying your goals will provide you with the insight and direction you need to ensure your audit is a success. Whether you are looking to redesign your site or to simply maintain tracking of your SEO highlights, start by defining your end goal, and work backward from there.

2. Determine KPIs

Once you determine your goal, it is important to align that goal with specific KPIs to use throughout your audit. These KPIs will be your “focus metrics” as you inspect your site’s SEO. The set of KPIs should outline how your goal is to be achieved. For example, if your goal is to bring more organic leads in to your website, a KPI to focus on would be the visit-to-lead conversion rate. Look into that metric and evaluate how it has been performing in the trailing six months. Then, look at the way that metric is impacted on your site. What are your top pages from search? Do they have a top-of-funnel form to fill out so you can capture a visitor’s information?

Each KPI is affected by certain aspects of your current site. Determine your KPIs and look into how they are affected by your site architecture and by typical user behavior. This will set you up for SEO audit success.

3. Collect Data

Now that you have your KPIs established, pop into your data sources, collect your data and analyze it against your revenue goal.

After this audit, you’ll want to direct your efforts toward filling the gaps between your SEO efforts and your revenue goal. For instance, if you know you need 600 visits per week in order to provide enough opportunities (at a defined win rate) per month, and you only have 300 visits a week right now, you’ll need to prioritize search ranking (for awareness content) in order to bring in that extra 300 per week.

Once you’ve found your gaps, you can begin to compare your current status to that of your competitors.

4. Compare to Competitors

Use the KPIs you’ve established and use data from your competitors to understand how they’re reaching those goals. This is where an SEO software comes in handy. Collecting this data can be tricky, but if you are using an SEO software, you can plug your competitors in and collect the data. Be wary — it is not 100 percent accurate, but it is good enough to allow you to make certain assumptions. Then compare it to your own data. Identify some of the ways your competitors are reaching the goals you want to reach, and jot those down as part of your recommendations. But don’t just copy your competitors! Look for areas where they’re innovating, and adapt the tactics for your own architecture.

Download the Ultimate SEO Checklist to Learn How to Fully Optimize Your Content  for Visbility

5. Plan of Attack

You’ve collected all of your data, you’ve compared that data to your revenue goals and competitors, and now it’s time to figure out how to optimize your current strategy to drive ROI.

Your plan of attack should be built within a 30, 60 or 90 day timeline. What are the things you need to start now so the changes you are determined to see will be ready come end of the plan? What tactics are low-hanging fruit, which definitely belong in the first 30 days? If you set a priority for each of your tasks, set the highest priority and most impactful tasks to be completed first, then align any future tasks with that schedule.

6. Implement the Plan

Now you have to follow that plan. Don’t drown in the details! It’s easy to forget the purpose of the audit, but all of the planning, goal setting and prioritization you worked through in steps 1 through 5 should help you avoid that. You know your purpose. Step 6 is purely execution.

7. Evaluation

Great job! You’ve completed your plan of action. Go ahead and crack a beer or open that bottle of wine. But don’t kick up your feet yet. We didn’t touch step 7.  

You should be easily able to report on the changes you’ve made. Start tracking those KPIs and note if anything has changed. Are you making improvements? Is the dial moving in the right direction or is it stagnant? Based on your plan you should be able to identify if your changes are working correctly or not. If your KPIs aren’t moving in the direction you’d like them to be going, adjust your strategy slightly. Don’t make a hasty realignment of your current project, but look into ways you can do it differently that may lead to more success.

There’s no guarantee your strategy will set you on the right path to top-ranking results and huge increases in organic traffic. What you can do is make small edits and changes over time, with the overall goal of getting your SEO strategy to an improved state. There is no end-all, be-all SEO strategy. Test out a few, and see which works best for your audience and industry. You’re simply trying to create a foundation for the future; keep tracking what’s working, and keep reshaping your plan accordingly.

seo-checklist

What The End of Net Neutrality Could Mean for Digital Marketing

There’s been a lot of buzz about the December 14th Federal Communications Commission (FCC) hearing and an outpouring of public opposition to the proposed repeal of net neutrality. But how is this discussion relevant to the marketing world? And what could the end of net neutrality mean for digital marketers?

In case you missed all the chatter, we’ve provided a quick recap on the debate and how it could affect the digital marketing strata.

shutterstock_765184114.jpg

Where did the idea of Net Neutrality come from?

Since the mid nineties, Internet service providers (ISPs) have been subject to rigorous federal regulation due to their classification as “common carriers”— a legal title that prohibits ISPs from engaging in site prioritization, throttling (intentionally slowing broadcasting speeds) or site blocking, under penalty of law. This standard was voted into effect in the Telecommunications Act of 1996, which amended the existing Roosevelt-era Communications Act in order to classify the Internet as a Title II telecommunications entity.

Since Title II entities are held to higher federal regulatory standards, classifying the Internet as such set the tone for its evolution. Under FCC standards, all for-profit ISPs (such as Comcast, Verizon and AT&T, to name a few) must function as neutral communication portals — a clause which has maintained the freedom of information on the Internet for over two decades. The Open Internet Order of 2015 served to enforce the idea of net neutrality in the face of mounting debate, maintaining that the internet remain classified as a Title II carrier in order to protect consumer interests. Under the 2015 net neutrality rules drafted by the Obama administration, an internet provider cannot offer preferential treatment to any websites or enforce any bias with regard to internet accessibility or site quality.

On what grounds can Net Neutrality be repealed?

Although notions of freedom and openness feel integral to the Internet’s identity today, the original goals of the 1996 amendment were not as idealistic as they were practical. The intention of the Telecommunications Act was to promote the convergence of broadcasting and telecommunications markets by allowing all communications businesses to compete freely in a common market. What it produced was a complex web of intermodal competition between service providers — some that function under different regulatory statutes. Two years ago, the Open Internet Order made it clear that, no matter our previous intentions, net neutrality was something worthy of government protection and preservation.

In the eyes of ISPs in favor of repealing net neutrality, current FCC regulations are seen as too heavy-handed and discouraging to potential investment opportunities. If net neutrality was repealed, for example, ISPs could lawfully pursue new ways of making money that are currently prohibited under the 2015 Open Internet Policy. Examples include ISPs directing users to their own apps or allowing affluent businesses to pay higher premiums in exchange for faster loading speeds — in essence, disrupting the equality of the digital playing field. By repealing net neutrality, the FCC would rely on ISPs to self-report on their own practices and behavior (rather than the FCC conducting regular reviews) — something that gives a majority of Americans cause for concern.

How would the end of net neutrality affect online marketing and consumer interests?

The end of net neutrality would mean that ISPs would no longer be required to provide unlimited or unfettered access to the internet. That means that larger businesses who can afford to pay for preferential treatment can easily eliminate their smaller competition simply by funding partnerships with ISP providers.

Digital marketing represents an eighty-billion dollar industry — one that is inherently linked to the existence of a free and equal internet. Currently, net neutrality stimulates competition between businesses of all sizes and types, creating a demand for digital marketing services that inspire organic web traffic. Services like SEO, content marketing, social media marketing and pay-per-click promotions all fall under this umbrella. Net neutrality also supports a consumer-centric marketing model which strives to offer online audiences’ reciprocal value for their time and attention (that’s why you’re here, after all). If non-neutrality is adopted and the internet becomes dominated by top-paying sites, the digital marketing industry will have less influence on the form and direction of online traffic — with potentially devastating results for small-to-medium-sized businesses, marketers and consumers alike.

Although ISPs claim that a precipitous departure from current operating standards isn’t the goal of the non-neutrality push, the end of net neutrality has great potential to negatively affect consumers. Most Americans fear that non-neutrality will give ISPs too much control over the freedom of information, thus threatening the future of the internet as we know it. But ending net neutrality also opens the door for ISP services to resemble complex mobile plans, where people are asked to pay more for better app quality, differential data access and video streaming speeds. Bah Humbug.

No matter what decision is made on December 14th, however, recent debate has brought the notion of net neutrality to the forefront of the American psyche — where it should stay. If net neutrality is revoked, there promises to be increased pressure on Congress to supersede FCC authority and enforce regulation on Internet providers. 

How AI is Disrupting the Inbound Marketing Space

shutterstock_592921421.jpgArtificial intelligence is starting to become a big part of our industry. Machine learning tools are allowing marketing and sales professionals to be more productive, and enabling them to be more effective with their strategies. In this post, I’ll recap HubSpot’s Master Class on Marketing in the Machine Age with Paul Roetzer, founder of the Marketing Artificial Intelligence Institute, in a way that details the current state of AI and what kind of opportunities will arise from this disruption to inbound marketing.

The Current State of AI

To quickly summarize the state of AI, let’s consider content planning. Right now humans are the ones who actually write content, but machines have the ability to tell data-driven stories at scale. In a few years there might be some overlap. Machines may be able to help us write a narratives given parameters and utilizing data. For example, if you write a certain report on a monthly, quarterly and yearly basis, look at the capabilities of machines for writing narratives using data.

This is just one way the AI revolution is changing the priorities of marketing and sales professionals, and shifting the agenda of many B2B companies. Looking at how this might affect our day to day lives can help us benefit from this disruption.

How AI is Changing Inbound Marketing

Although a lot of marketing is automated today, it is still very human and manual. Incorporating AI into the inbound methodology will enhance and optimize it even further. The top ways that AI is changing inbound marketing are:

  1. Content strategy will be less about targeting specific keywords, and more about building groups of topics that can help us build inbound campaigns. Hubspot’s Content Strategy Tool gives us an idea of how machines will be able to automate the process of content creation.
  2. Segmenting down to the individual level will be the norm. This means having an optimal email send time for each person, and knowing how likely they are to convert. Hubspot’s new Sales Professional Product encapsulates this concept.
  3. Chatbots will allow us to implement messaging with prospects and consumers across channels and at scale. Intelligent bots like Growth Bot give us the foundation for where this technology is headed.

Download The Essential Guide to Developing a Content Strategy to learn how to  effectively drive high conversions.

How This Will Affect The Daily Lives of Marketers

The idea of “hyper-personalization” at scale is within reach.

For example, you might normally send an email out on Thursdays at 2 PM with recipients in different time zones and varying preferences. If you have a machine that can leverage data about these recipients, it could learn to find the best time to send individual people that email, with content that is specific to their interests — all with their preferences in mind.

AI could work for sales, too. For example, Kemvi’s DeepGraph tool is already helping salespeople verify leads more quickly, identify the best time to reach out to prospects, and recommend content to their leads, all by analyzing scores of public data, around the clock.

A/B testing is another example of a perfect job for a machine. In today’s world, a human does the creative and uploads multiple variants of it, then checks on the performance of those variants. Now there are tools that can autonomously run infinite variables of your creative, and adapt which version works best with which channel. This means more efficient budgeting and more effective testing.

It’s important to note that AI isn’t here to take jobs away, but rather to transform jobs and eliminate time-consuming tasks, to allow us to focus on more high-revenue activities. Embracing this technology and using it to your advantage will set you apart from those who are afraid of it.

Like any technological innovation, people become used to it over time, and even grow to expect it. Consider your expectation that analytical tools provide you with the reports you want. We already hold AI to a high standard, and in the B2B world, clients are starting to raise their level of expectation. B2B marketers will have to get up to that level of expectation for their prospects through timing, relevance and personalization if they hope to be competitive during this period of disruption.

Limitations and Trends

So what are the limitations of AI? What kind of things would stop you from being able to implement this into your business? The biggest barriers are data, time and resources. It’s also a constant training and supporting process, not a switch-flip maneuver. However, intelligent algorithms have infinite potential. If you want your business to truly benefit from AI, you need to invest in collecting clean, organized data in vast amounts.

So where can you find the most value for artificial intelligence in your business? When trying to see where AI will have a hand in process enhancement, just ask yourself which tasks are time-consuming and data-driven. Over time, a machine will perform these tasks better than a human will.

One example is the process of determining how to spend a budget. We use our previous decisions coupled with our past experiences, but this method isn’t always reliable. Artificial intelligence can use data and tons of stored experiences to optimize that process.

How to Stay Current with AI

So how can you stay current with this disruption? Start by learning what AI can do at a basic level, so you know what is possible, and understand the potential impact it can have. Keep looking for processes that are time-consuming and data-driven, and see if there is already a tool that can optimize them. AI will enable us to be better marketers, but only for those who choose to embrace the technology and use it as a competitive advantage.

Develop a Successful B2B Content Strategy whitepaper

Aligning Your Inbound Marketing Budget With Your 2018 Goals

shutterstock_188334569 (1).jpgQ4 is coming to a close and it’s a crucial time for marketing professionals. As the new year approaches, we all must take time to evaluate and optimize our strategies to ensure 2018 starts off on the right foot. But before you can start executing your newly optimized strategies, you need to budget for them.I know, budgeting is never fun, but it’s critical that it’s at least effective. After all, you can’t put your plans into action without properly allocating the funds to support them. Follow these three steps to ensure that sure your team has the resources it needs to achieve and exceed its goals in 2018.

Establish SMART Goals

Any savvy marketer understands the importance of goal setting. Doing so enables teams to align strategies and thereby achieve their objectives. However, setting great goals isn’t as simple as it seems.

Too often, we set lofty goals without a concrete plan of action and forget about them soon after. Hold yourself and your team accountable to your goals in 2018 by using HubSpot’s SMART goal setting framework. SMART goals are Specific, Measurable, Attainable, Realistic, and Time-bound. Aligning your goals with these guidelines provides your team with actionable initiatives.

Most importantly, SMART goals act as a valuable anchor for your inbound marketing strategy and in turn, make the budgeting process a bit simpler. After all, you can’t set a budget without a solid strategy and you can’t create a strategy without SMART goals. Once you have established SMART goals and built your strategy around these goals, begin budgeting.

Download the Marketing Goals Calculator Template to find out how many leads you  need at each stage of the funnel

Gather Essential Historical Data

Before committing to a budget, make sure you calculate your estimated yearly expenses and compare these with your goal ROI. This may seem like a daunting feat, but here’s how you can break it down:

If you allocate $1000 toward your 2018 marketing budget and you want to see an ROI of at least 150 percent, you will need to capture enough leads to translate to $1,500 or more in annual revenue. Working backward from your revenue goal, use your historical benchmark data on lifecycle conversion rates to determine how many leads you need in your marketing and sales funnel each month. For example, if you want to produce at least $1,500 in revenue and your historical data shows you need five opportunities to generate this amount, use this number to shape your lead generation quota. And break it down by month.

Say you have a conversion rate of 20 percent for each lifecycle stage. To generate those five opportunities, you need at least 25 SQLs. To generate those 25 SQLs, you need at least 125 MQLs and to generate 125 MQLs, you need to capture at least 625 leads. Working backward from your revenue goal will put you on track for your goal ROI in 2018.

Create a Measurement Plan

One of the biggest challenges today’s digital marketers face is how to measure and interpret their efforts. Understanding your funnel conversion rates is crucial to the success of your marketing and sales tactics. By establishing clear expectations for those rates, you can push your team to meet its goals in 2018.

To help marketers make this leap, we’ve built a visitor-to-customer revenue calculator. This template will help you work backward from revenue goals all the way to the top of your funnel, and show you how your company compares to other B2B companies along the way. Find out just how many contacts you need at each stage of the funnel and how to budget to acquire them:

marketing-goals-template

To Reduce Churn Risk, Start Pre-Sale

shutterstock_373731340.jpg

Day in, day out, new business is the bread and butter of your role. But there’s no denying that client retention is just as important to your business as bringing on new clients is. What can you do, pre-sale, to treat retention as a key initiative?

It begins — as so many marketing improvements do — with setting expectations.

The crux of retention is this: Experience must meet (or exceed) expectation. Period. Focus on an underpromise/overdeliver mentality, and lead others in adopting this mentality pre-sale and post-sale. How?

Start With Messaging

If marketing messaging works to set realistic (sometimes conservative) expectations, that messaging can carry through the sales process. Don’t push your prospect to a competitor by providing weak expectations, but don’t try to blind them with language and half truths about your product and what it will do for them, either. Think of every marketing message as an opportunity to set the volleyball for your client success team to spike.

Work with your sales team to develop content that is both attractive (for new lead conversion) and able to be leveraged for sales enablement. For example, create blog posts that will attract visitors, but make sure that your sales reps can use those same blog posts to answer a prospect’s questions and move them further down the funnel.

Be in Love With the Truth

Tell your prospects the truth. Remember all of the content we discussed creating a couple of sentences back? Even though it’s designed for attraction and conversion — and it can be easy to begin making big claims with such goals in mind — this content should show your commitment to honest, fair communication.

Another way to love the truth is to learn it from the clients who do churn. Bring what you learn into the sales process. Find out why clients churn and learn to remedy it next time, beginning with your promises. After all, churn is not always about measurable results. Instead, it is about experience and if the expectations you laid out were met (or not).

You can, and should, set up monthly meetings with your client success leader. Find out what is working well so you can frame messaging around strengths, and uncover what’s causing people to churn so you can set proper expectation around weaknesses from the start. In your once-monthly meeting, review which clients churned and inquire about what the client success manager believes might have gone wrong.

Download The Complete Guide to Inbound Sales to learn how to best structure  your sales team for growth.

Align the Process

As a marketing leader, it’s your responsibility to work with sales leaders to ensure your process is aligned with your messaging. For example, if you do make a promise, then the process should ensure that promise is being kept. If you create a BOFU form for a demo of your product, and your thank-you page tells the prospect they’ll receive a call in the next hour, you need to also have a workflow strategy that notifies your sales team they must call this prospect within the hour.

Give Your Prospects What They’re Looking For

Be sure you’re constantly considering creative lead gen opportunities on your site. These might include content that gives prospects exactly what they’re looking for — both from an SEO perspective and from an actual subject matter perspective. If you provide information that helps them, you can set the stage for meeting expectations.

Additionally, the actual content you create can do its own work to set expectations — think ROI Calculator.

And Finally…

Combine forces. Don’t try to unravel and mitigate churn risk all alone. Marketing can do a lot of great work toward retention from a customer-facing perspective, but if you’re going to reduce churn by starting pre-sale, this initiative should involve the feedback of all stakeholders, from sales reps to copywriters, from sales ops leaders to your MDRs.

inbound-sales-guide

HubSpot’s New Sales Pro Features and How They Benefit Sales Operations | Webinar Recap

shutterstock_387843199.jpgWith the end of INBOUND 2017 comes the dawn of Q4, an exciting and incredibly important time for marketing and sales professionals alike. As the new year approaches, it is essential to begin evaluating and optimizing your strategies in order to ensure Q1 starts off on the right foot.

Fortunately, HubSpot released a slew of new tools and features to streamline this process and promote efficiency. With this in mind, we have launched a three-part HubSpot user webinar series to cover the significance of these new tools as they relate to marketing, sales and growth.

In session 2 of the HubSpot user series, we dug into the new Sales Pro tool and how it will affect the day-to-day behavior of sales professionals. Specifically, we covered how Sales Pro’s powerful automation, improved customization, enhanced reporting and team management features will enable sales teams and drive efficiency — and, consequently, help you close more deals.

Powerful Automation

We’ve seen automation make life easier for countless marketers through HubSpot’s marketing platform. But it’s time salespeople get to reap the riches of convenience. With the new Sales Pro, workflows and predictive lead scoring can be utilized for deal and task automation. Additionally, HubSpot’s predictive lead scoring algorithm has been entirely rebuilt to be effective for companies with smaller data sets. No longer is it necessary to have massive amounts of data in order to benefit from accurate predictive lead scoring.

Every salesperson knows how tedious and time consuming follow-up and qualifying responsibilities can seem. As monotonous as these actions may be, they remain a crucial part of a sales professional’s day-to-day work. Luckily, Sales Pro automation and predictive lead scoring are here to take care of those essential tasks, so salespeople can focus on what’s important: closing deals.

Utilizing automation can help optimize the sales process, boost efficiency and save time. Moreover, enhanced calendar functionality, email templates and documentation features will aid in streamlining daily sales operations. In turn, sales professionals will be enabled to connect with more qualified prospects and make the most of every opportunity.

Register for the Monthly HubSpot User Webinar Series

Customization

HubSpot is no stranger to customization, but the personalization features of the new Sales Pro are going to be a game changer for salespeople everywhere. Smart Notifications rise above and beyond the previously existing customization options in the sales platform.

Smart Notifications help sales professionals prioritize outreach by utilizing data to identify the most qualified leads. HubSpot’s rebuilt lead scoring algorithm is weighed in conjunction with a contact’s activity record to curate tailored notifications, enabling sales professionals to better organize and prioritize their daily tasks.

Reporting

In this day and age, being data driven isn’t an option — it’s a necessity. It’s no secret that all metricsare not created equal, and it’s easy to get caught up in tracking metrics that aren’t worth our attention. But for data to be valuable, it must be closely aligned with your goals. Clearly, reporting isn’t one-size-fits-all, so why settle for the standard dashboards the come with a software?

The new Sales Pro provides users with the means to compile unlimited custom reports and dashboards, all based on your company and user needs. Sales operations can be a bit of a whirlwind, but access to personalized reports can eliminate distraction and enable sales professionals to stay focused on objectives. Furthermore, custom reporting can provide the insight necessary to effectively shape sales strategy and drive efficiency.

Team Management

Collaboration is a pillar of any successful sales team, but it’s not easy to achieve. Opportunely, the new Sales Pro offers unlimited team creation and custom organization features to help teams foster collaboration and promote transparency. With the new Sales Pro, users are able to easily share content across teams, facilitating essential communication. Being able to manage content, reportingand activities across teams allows for a more holistic view of your sales ecosystem that helps you better identify areas of opportunity.

Sales Pro’s new powerful automation, customization, enhanced reporting and team management features provide the means to promote efficiency, foster collaboration and drive revenue.

2018 is approaching quickly; make sure your sales team is armed with the right platform to meet its goals in Q1. To learn more about these new Sales Pro features and much more, download session 2 of the HubSpot user webinar series.

sales-pro-features