Sales & Marketing Alignment
Define Lead Scoring Rules
Lead scoring is the method of assigning values (or points, if you will) to every generated lead. Your scoring matrix can be based on multiple attributes, such as professional information, engagement with your website or social media channels, clicks and form submissions — all of which can signal to your company how ripe a lead is for picking. Through lead scoring, sales and marketing teams can prioritize leads, engage with them appropriately, and achieve a better close rate in the process.
The goal is to capture behaviors that accurately paint a picture of where the buyer is in their journey, and when it’s time to reach out.
With a HubSpot Sales Enterprise account you can create custom score properties to add or remove points from contacts. This allows you to qualify your leads based on criteria that best suits your needs. Additionally, you can use your score property for lead segmentation and for enrolling contacts in workflows.
Establish Lead Criteria and Document SLA
Charting clear rules and parameters for your sales and marketing teams to follow are vital for success. It’s critical to have these two departments agree on what constitutes a lead at every stage and who is in charge of them within those stages. Here are the steps you can take to accomplish this:
Charting clear rules and parameters for your sales and marketing teams to follow are vital for success.
Define what constitutes a Marketing Qualified Lead (MQL), a Sales Accepted Lead (SAL), and a Sales Qualified Lead (SQL).
Create a Service Level Agreement (SLA). SLAs should define each department’s commitment. For instance, how many qualified leads per month is marketing committing to and how is the sales team expected to respond. Using this system promotes accountability, transparency, and ownership within both departments.
BONUS | Defining Qualified Leads.
These attributes can be used to determine lead qualification.
- SIC/ NAICS code
- Decision makers / influencers and respective roles in the decision making process
- Firmographics (revenue, number of employees, number of locations, etc.)
- Business issues / pains uncovered and validated
- Budget allocated or process for establishing a budget documented
- Decision making process documented
- Decision maker level of engagement.
- Competitive landscape documented
- Sense of urgency or compelling event.
Create a “Closed Lost” Nurturing Strategy
Sometimes, it’s not you — it’s them. In a perfect world, leads would flow continuously through the sales funnel, always moving closer to the inevitable closing of the deal. The reality is, you simply can’t win every deal in the pipeline. But just because some leads don’t close when you want them to doesn’t mean it’s unattainable.
Having a nurturing strategy in place for “Closed Lost” leads is vital. After all, these leads have previously shown interest in your offerings and have gone through the qualification process and the actual selling phase. With a smart strategy in place, closed-lost can be closed-won. Here’s how:
Ask for feedback.
Don’t just rely on general questions. The better way to receive meaningful feedback is to ask in an informed manner. More often than not, your sales reps will have a pretty good idea where the closed-lost deal went sour. Your sales reps can use these hypotheses to craft a series of questions to test which scenario holds true. If you want a good chance at reinvigorating your relationship with these closed lost leads, you must understand what causes them to turn away in the first place.
Look for trends.
Analyze the feedback you’ve received and see if you can spot some recurring themes. Are your closed lost leads expressing similar complaints or frustrations? Common factors that reveal themselves in this step are usually pretty telling signs of possible leaks in your funnel.
Incorporate closed-lost feedback into the sales funnel.
Take a look at your sales funnel and see where you can plug the information at hand to make impactful adjustments that can help you win lost leads and close more new leads. Perhaps your lost leads are a better fit for other product or service levels you offer? Perhaps there is something your company can strive to be better at (pricing, service, etc). Your sales reps can also utilize this information in the prospecting sales phase by showing new leads how your company has responded to customer feedback.
Here’s what you can do with this information:
- Modify your sales strategy.
Are you losing opportunities because of competition? If so, it may be time to rethink the way you sell and how you position your brand and offerings. This may manifest in different forms and may require other departments to contribute their efforts (such as R&D and marketing) to effectively shift product perception.
- Restructure your training efforts.
If you’re getting a lot of closed lost re asons along the lines of “Unresponsive” or “No Decision” your reps may be struggling to engage with prospects. If that’s the case, managers can step in and restructure their training efforts. Reasons like “Timing” or “Poor Qualification” also suggests there’s a need to train your team members at the frontlines such as your business development reps.
BONUS | Typical Closed Lost Reasons.
Closed lost reasons could run the gamut, but here are the most common ones.
Your leads may be a perfect fit but the timing may not be right.
In theory, your offerings are would be a great fit for this lead but they simply can’t accommodate your pricing structure.
- Poor qualification
These leads got far into the sales funnel but may actually not be a good fit for your products and/or services in the first place.
- Missing features
Your product and/or service offerings are missing features that are deal breakers for your leads.
They opted to go with competing offers.
Configure the Meetings Tool
It’s all about making it as easy as possible for your leads and prospects to engage with you. With the Meetings tool in HubSpot Sales Enterprise, you can do just that. Sync your calendar to give leads and prospects the option to schedule a meeting with you with a few simple clicks. By syncing your calendar, you can prevent overbooking and double-booking. You can give your leads an option to easily reschedule at their convenience — without prolonging the process with tedious back-and-forth emails.
With Sales Enterprise you can connect your calendar with the Meetings tool and:
- Set your meeting preferences
- Customize your meeting link branding
- Host meeting links on your domain
If you have activated Google Calendar or Office 365 Calendar’s two-way integration with HubSpot, events you create with a contact within those calendars will sync to the CRM as a meeting engagement. Additionally, meetings directly created on a contact record within the CRM will send actual calendar invitations to the contact.
Install Live Chat (and a Chatbot) on The Website
Don’t make your leads jump hoops just to get access to the information they’re seeking. HubSpot offers a free live chat software that syncs data back to the CRM. With this live chat feature, every conversation is automatically stored on a contact’s timeline.
This tool enables you to:
- Chat with leads, prospects, and customers in real time.
- Route the conversation to the designated teams and/or team members.
- Utilize chat-bots to qualify leads, book meetings, provide answers to common customer support questions, and more.
- Keep the relationship warm every step of the way by engaging in contextual conversations.
- Schedule follow-up tasks, take notes, send emails, make calls, create support tickets, and more — right from the inbox.
- Turn the chat box on during designated office hours and capture email addresses for follow-ups on any chat requests you missed.