What is Lead Scoring? And Why It’s Important to Sales Success

What is Lead Scoring? And Why It’s Important to Sales Success

What is Lead Scoring? And Why It’s Important to Sales Success

What is Lead Scoring?

Lead scoring is the process of assigning value to each lead you generate. Most companies function on a point system — the better the fit and interest of the lead, the greater the score of that lead. Lead scoring helps marketing and sales align their efforts so that everyone is always putting the most effort towards the leads most likely to close. 

Why is Lead Scoring Important?

The thing about inbound marketing is that it brings leads in. When your inbound marketing strategy starts to hit its stride, you’ll have leads, most of which are qualified, flowing into your website and inbox. 

What’s your sales team to do with all of those leads?

Not all leads are the same, and your sales team only has so much time in a day to work to close them. Lead scoring helps give your marketing and sales team a common valuation system they can use to determine which of those leads to spend their time on. 

If you want to avoid sales team burnout, and help them close the most deals for their time, lead scoring is the way to go. 

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What Does Lead Scoring Look Like?

Most lead scoring models work on a point system. Essentially, you assign a point value to each attribute or quality a lead has. 

Points can be both positive and negative. (My Harry Potter fans get it, right?)

Let’s take a look at an example. 

Say you’re a home builder that builds custom homes for families in the Grand Rapids area. 

For the sake of this example, you’d likely assign positive points to lead with qualities or attributes like:

  • The lead is looking to build a home
  • The lead is a parent of two kids in elementary through high school
  • The lead is interested in Grand Rapids neighborhoods
  • The lead’s budget lines up with the average budget of your projects
  • The lead has looked at your gallery of projects
  • The lead has downloaded a content offer 
  • The lead regularly interacts with your monthly newsletters and email marketing campaigns

You might assign negative points if:

  • The lead wants to build outside of your service area (that’s probably -10 points)
  • The lead has a budget far below the projects you prefer to build
  • The lead hasn’t interacted with your website

As points come together for each lead, those with a higher score are going to be the most qualified leads. 

Two Things to Remember When Developing a Lead Scoring Model

Lead scoring will differ from company to company, depending on your product, the industries you work in, and more. There’s a lot that goes into developing a solid lead scoring model, so we’ll put together another blog that goes into detail on lead scoring models.

For now, there are two major categories that help you define the quality of any lead: fit and interest. 

Scoring a Lead’s Fit

A lead’s fit means how well they fit your product or service. If they’re in your service area, they work in the right industry, and they have the right job title or role at their company, then they probably fit your buyer persona. It’s likely that they’re a good fit for your product or service. 

You’d think that’d make them an excellent lead, and that they should have a high lead score, right?

Not exactly. 

This is where interest comes in.

Scoring a Lead’s Interest

It’s important to account for a lead’s fit and interest when you’re scoring leads. 

Has that lead engaged with your website? How often? Are they interacting with key content offers, and have they looked at your pricing page a few times? 

These are signs that lead has an interest in your product or service. 

How to Handle Different Levels of Fit & Interest When Scoring Leads

Okay, so every lead is going to have different levels of fit and interest.

What do you do if one has more interest, but isn’t a great fit? Or if a lead is a great fit, but doesn’t seem engaged with your brand?

Here’s a quick look:

  • If a lead has great interest and great fit, they’re a high priority lead and should receive a high score. This is the lead your sales team should work first. 
  • If a lead seems like a great fit, but they haven’t interacted much with your marketing team or website, they could still be a great lead, but they should be lower on your sales team’s priority list. This is a lead that marketing should work with to nurture a bit more before they hand them off to sales. 
  • If a lead has a great interest in your product or service, but aren’t a great fit — maybe they’re not a decision-maker, or maybe they’re in an industry that doesn’t tend to do well with your product or service, they’re probably a great candidate for some automated marketing and sales activities.

How Do You Keep Track of Lead Scores?

So you’ve figured out what lead attributes are valuable, which aren’t, and have a basic idea of how you plan to start your lead scoring model.

How will you keep track of your lead scoring model and the scores of each of your leads?

This is a ton of information, both to figure out and to keep track of. 

Your two greatest options are to 1) invest in a CRM that can keep track of all that information for you or 2) start manual lead scoring. 

Software or CRM Like HubSpot

The easiest way to keep track of your lead scoring model is to use a CRM that helps you manage and organize each of those leads based on their score. HubSpot offers manual lead scoring for Marketing and Sales Professional, and predictive lead scoring for Marketing and Sales Enterprise. 

Both options are great. When you have manual lead scoring all set up, it’s easy for sales and marketing to see which leads are the highest priority.

You can check out how that works in this handy video from HubSpot:

With predictive lead scoring, HubSpot takes all that data you’ve been collecting and helps rank leads for you according to who has the best fit, the most interest, and a historical likelihood to close. 

Manual Lead Scoring

If your company isn’t in a place to invest in software tools like HubSpot, manual lead scoring is your best bet. I’d recommend creating a shared document that everyone on the marketing and sales team has contributed to and approved. Then, you’ll need to set up a process for scoring each lead. 

  • Should each sales team member score a lead as they come in?
  • Or maybe the marketing team should be the ones scoring leads. That way, they know which leads to send to sales, and which to keep nurturing.

No matter how you do it, it’s important to have a set, repeatable process that everyone understands. 

It might seem like a lot of work, and a lot to keep track of at first, but once you have a lead scoring model in place, it will eventually become second nature to marketing and sales to score those leads. 

If you’re relying primarily on manual lead scoring, it’s most important to ensure you’re keeping sales and marketing teams aligned. Great lead scoring is only effective if both marketing and sales have the same shared understanding of what makes a good lead. 

Remember that as your business grows and changes, you’ll start to pull in new leads for different products and services. 

Your lead scoring model will need to adapt to that. 

Make sure marketing and sales have the time set aside to work together and make sure your lead scoring model is always working to clearly define the most qualified leads. 

Why Lead Scoring is Important to Sales Success

So there you have it — what lead scoring is, and a general idea of how to start developing and implementing your own lead scoring model. But why is it important to sales?

Lead scoring makes it easy to see which incoming leads are most likely to close. That means your sales team spends less time nurturing leads, and more time closing. 

When they’re able to see at a glance the top qualified leads, and reach out and interact with those leads first, they’re spending their time in the way that will deliver the greatest impact to your bottom line. 

Lead scoring is a helpful tool for any company looking to allocate their team’s time to the activities that will deliver the greatest ROI.

While there’s a lot of upfront effort that goes into developing a lead scoring model that works for your company, the payoff is that your marketing and sales teams are:

  1. Aligned on which leads are the most valuable to your team, and
  2. Spending the majority of their time on the leads that are likely to deliver the greatest return. 

Have more questions about lead scoring, or about setting up lead scoring in your HubSpot portal? We’re here to help.

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Solved: 4 Common HubSpot Onboarding Challenges

Solved: 4 Common HubSpot Onboarding Challenges

Solved: 4 Common HubSpot Onboarding Challenges

Investing in HubSpot is an exciting move for any team. You’ve got a full suite of robust marketing and sales tools, right at your fingertips! 

You have everything you need to start making marketing and sales changes that will deliver serious results in the form of more deals closed and overall company growth. 

But, before you can reap all of those benefits, you’ve got to get through the HubSpot onboarding process

Let’s first clarify by saying that the HubSpot onboarding process isn’t as intimidating as it sounds. 

There is some upfront work, and for any team, a major change in the way you conduct business is going to take a bit of work. But, it doesn’t have to be headaches and stress. 

HubSpot onboarding can be a fun, exciting process, especially if you come into it with a positive attitude, and a plan to tackle some of the most common challenges teams run into. 

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With that in mind, here are 4 of the HubSpot onboarding challenges we see the most often with our own clients, and the solutions we use to navigate these challenges efficiently, so our HubSpot services clients get up and running, and seeing benefits, improvements, and results as soon as possible: 

HubSpot Onboarding Challenge #1

Transitioning the Team

In nearly every onboarding we’ve facilitated with clients, transitioning the whole team onto HubSpot tends to be one of the greatest challenges. 

Your team is already busy. They’ve got sales calls to make, meetings to attend, quotes to write up, and more. Sales reps already have a full-time job (selling), and adding one more thing to the plate can feel overwhelming. They’ll get to HubSpot, but when they have time. 

The problem is that if it’s not a priority, they won’t ever have time. 

One of our HubSpot Certified Trainer’s favorite quotes is: 

It’s all well and good for your team to sit down together for one big onboarding meeting, but everyone has to commit to using the tool regularly if you want to see results. And that’s a challenge. 

It’s hard to get an entire team to do anything at once, much less learn a new tool and transition their sales process to a CRM they’re not familiar with. 

The Solution:

Make HubSpot onboarding a priority

It sounds simple, but I think we all know that in practice, it’s not. 

We’ve said this before, but it’s still a helpful tip: Get your team to commit to using HubSpot just 5 minutes a day. 

Have everyone set up a daily reminder for themselves to spend just 5 minutes a day entering new contacts into the CRM or assigning deal stages to each of their leads. 

This is fairly easy work to do, and even spending just 5 minutes a day in HubSpot will help them build a habit of logging into and working in the platform. 

Another solution?

Make HubSpot a Team Event

Everyone can meet up, either virtually or in person, and spend an hour organizing their contacts in the CRM. 

This is a great time for your team to collaborate — to talk about what tools they’re loving in the CRM, and what problems they may have come across. 

Not only will regular team meetings help enforce the importance of using HubSpot, but it provides an opportunity to get the team together to share helpful information and tips that will help everyone improve. 

HubSpot Onboarding Challenge #2

Making Sure Your Process is Compatible with HubSpot

For many companies, transitioning to HubSpot is a way to make the sales process easier. A tool like HubSpot gives you greater visibility and transparency into all the deals that everyone is working on, and it makes it so much easier to connect with the leads that can provide the greatest returns. 

The problem that often arises, though, is that in onboarding to HubSpot, many sales teams realize their process isn’t compatible with the HubSpot tool. Don’t panic, this is totally normal and can be fixed. 

Maybe your sales reps have all been using different sales processes. Maybe they all have their own literature they like to hand out. Maybe every sales rep has a different idea of what a qualified lead looks like. Maybe your sales process just isn’t standardized.

This is a challenge that can cause a little bit of paralysis by analysis for any sales team. “Great. We’ve got this new sales tool, and our sales process doesn’t fit into it at all.”

Take a deep breath, and keep on reading. There’s a solution here that will deliver serious results for your team.

The Solution:

Sit down as a team, and optimize your sales process.  

The HubSpot CRM is built to optimize sales processes. If yours doesn’t immediately fit into the HubSpot CRM, that just means there’s a bit of room for improvement. 

It’s good to know that HubSpot makes a lot of allowances for customizations all the way through the sales process, so you absolutely won’t be boxed in, but it does work to streamline your sales process by promoting standardization and repeatability. 

Here’s how you adjust your sales process to ensure it’s compatible with HubSpot:

Define what a lead is:

Your team has to figure out what a lead looks like to them. Define each of these:

  • New leads
  • Warm leads
  • Hot leads
  • Cold leads
  • Customers

Define your deal stages:

Now that you know what your leads look like, what do you do with them? This is where your sales process comes in. What is the process your team uses to move a new, warm, or hot lead from an opportunity to a sale? 

Each step of that process is called a “Deal Stage”. Figure out what deal stages make up your whole sales process, and define them for your whole team. A few common deal stages might include:

  • Opportunity
  • Customer contacted
  • Proposal Sent
  • Followed-Up
  • Closed-Won
  • Closed-Lost

Set it up in HubSpot

Once you’ve defined what a lead is, and how your team will handle each of those leads as they move through your sales process, you’ve done it! You’ve made your sale process compatible with HubSpot in two steps. 

Now you can set all of that up in HubSpot. For help here, refer to the next challenge: Knocking Out the Upfront Workload. 

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HubSpot Onboarding Challenge #3

Knocking Out the Upfront Workload

Transitioning to any new CRM is work. HubSpot is no different. It’s an awesome CRM, with wicked sales and marketing tools that can facilitate serious success. But, like any new tool, there’s some upfront work involved. 

Imagine you were painting a room in your house. You could just pick up the paintbrush and go to town, but without any prep work, you’re going to have a sloppy finished product. A quality paint job takes careful taping, prepping any rough surfaces with a bit of sanding and primer, and a little bit of thought into which paint color you’re going to go with. 

Onboarding to a CRM like HubSpot isn’t much different. You’re going to get out of it as much effort as you put in. 

There is some upfront effort that goes into onboarding — you have to bring contacts into the new system. You have to determine what your sales deal stages look like. You have to set up a sales process that works for you, and you have to lay it out in the CRM. 

This might feel like a lot of work. That makes it hard to even think about tackling, which halts your entire onboarding process. It’s a challenge that a lot of our clients run into. Here’s how we work to solve it. 

The Solution:

Assign one person to facilitate the upfront work

A great way to make sure that all the upfront, onboarding work gets done is to assign someone to own it. 

For our clients, that’s usually our HubSpot Certified Trainers. 

Our team handles a lot of the upfront work, like bringing all existing customers into the CRM, setting up deal stages, building out a pipeline, etc. It’s a big benefit of working with a HubSpot Partner Agency — some of that hard, tedious work is just handled for you. 

If you don’t have a HubSpot Partner or HubSpot Certified Trainer: 

Assign someone on your team to own your onboarding process. Make this their primary responsibility for right now, and give them the flexibility they need to really commit to it. 

They can do the work of figuring out:

  1. What your team needs to do to onboard successfully
  2. When it needs to happen
  3. Who can handle which tasks

Think of them as your HubSpot project manager. They take the full project, and break it down into individual tasks with deadlines according to when you want to be fully functional on the HubSpot platform. 

They can then assign individual tasks out to other team members, helping everyone stay accountable. 

With clear direction and leadership, all of that upfront work that seems hard and a lot to tackle is easily broken down into manageable pieces and completed on a timeline that works for your team. 

HubSpot Onboarding Challenge #4

Investing in a Long-Term Solution and Expecting Short-Term Results 

Another problem we see often when we’re bringing new teams onto HubSpot is the need for immediate results. 

But, making a transition to a brand new sales tool and CRM is a walk/run process. You probably won’t see your sales numbers increase exponentially in a week. But if your team really invests and does the work, you’ll start to see serious results the more you use the platform. 

Realistically, it’s going to take a month or two to get your team on board and using HubSpot daily (see challenge #1). Until that happens, you aren’t likely to see a massive upswing in sales. That said, you are going to see improvements. 

The Solution: 

Know what you’re looking at and identify the improvements that matter.

You’re probably not going to see immediate results, but you are going to see immediate improvements. 

The best way to beat the challenge of investing in a long-term solution and expecting short-term results, is making sure you’re looking at the results that matter right now.

Focus on the improvements you have made:

  • Is your sales process a little easier to understand?
  • Does your sales team feel more cohesive?
  • Can you easily visualize all of the deals you have in your sales pipeline?  
  • Does your sales team feel like they’re spending less time on admin work, and more time on selling? 

Those are all major wins, especially if you’re moving over from a CRM that wasn’t working for you, or from no CRM at all. 

Though initial wins might not look like a bump to your bottom line right now, these are all real-time results that will matter in the future.

Keeping the right perspective is the key to keeping your team invested in this new transition, and realizing how much positive change this new investment is making for your company. 

Yes, HubSpot onboarding will eventually deliver huge dividends in terms of increased sales numbers and closed deals, but before that happens, you have to get the actual work and training under your team first. 

HubSpot onboarding might sound like a long process, but with the right attitude, and a dedicated team, you can have everyone up and running in the CRM in less time than you think! Whether you’re considering making the switch to HubSpot, or you’ve hit a roadblock in your HubSpot onboarding process, we hope these solutions help. 

If you’ve got more questions about the HubSpot CRM, HubSpot Sales tools, or HubSpot Onboarding, our team is here to help. With a full suite of HubSpot Services and HubSpot Certified Trainers on staff, we’re happy to answer any question you might have.

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What is Sales Enablement, And What Tactics Can You Implement Today?

What is Sales Enablement, And What Tactics Can You Implement Today?

What is Sales Enablement, And What Tactics Can You Implement Today?

What is Sales Enablement?

Sales enablement is the process of empowering sales teams to sell more efficiently at a higher success rate. This process is supported with technology, tools, and content that works to shorten the sales cycle. It’s become so effective and popular that it’s now offered as a HubSpot service by digital marketing agencies and growth experts alike. 

In plain English, when we talk about sales enablement, we’re talking about giving your sales teams more training and better tools to sell better and faster. 

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Why Should You Care About Sales Enablement?

Inbound marketing really took off in the early 2000s. The idea was to market to customers, rather than at them by pulling them into the marketing and sales funnel with content and service that genuinely answered their questions and solved their pain points. 

The problem is that until now, the majority of this focus has been placed on marketing. If your company is using inbound marketing tactics, but hasn’t applied the inbound methodology to your sales process, your leads and customers are being met with a discord, likely causing some of them to drop out of the sales funnel. 

Think about it this way — your marketing team is functioning on a pull methodology — pulling leads into your sales funnel. Your sales team, on the other hand, is still functioning with a push methodology — pushing products and services at those customers until something sticks. 

Sales enablement is the solution to this shift. 

By offering your sales team the training, tools, and technology they need to continue offering a genuine, inbound sales experience to those prospects, you not only retain those prospects in your sales funnel, but you shorten the length of that sales cycle.

Sales Enablement Tactics You Can Use Today

Okay, so sales enablement can help shorten your sales cycle. Sounds great, right? But how, exactly, does it do that?

Let’s show you. 

Here are a few of the tactics we’re talking about, so you can see exactly how sales enablement tactics work to increase revenue and shorten your sales cycle. 

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Content Marketing

Content marketing is a successful marketing tactic, but it works for more than just your marketing department. An important component of sales enablement is developing content that can help your sales department nurture their prospects closer to making a deal. Not sure what we’re talking about? Here are a few examples of content marketing that helps enable your sales team:

Case Studies

For prospects in nearly any stage of your sales funnel, a case study can be exceptionally useful. Case studies show those prospects exactly what you’ve done in the past for clients just like them, helping them imagine how their services can help you too. 

Pricing Information

For many of our clients, pricing tends to be one of the biggest qualifiers for their sales prospects. If you’re finding that too many of your prospects are dropping out of the sales cycle the minute they see your prices, stop making your prices a surprise.

Package your pricing information into a nice, downloadable PDF or content offer, and let prospects find it on their own. Click To Tweet

Once they download your pricing information, your sales team can reach out and ask if they have any questions, but they’re not wasting their time on leads who don’t have the funds to invest in your products or services. 

Whitepapers

Your sales team fields questions about your product or service all day.

  • Will this really work?
  • Is this product the right fit for my company?
  • How do I know which of your products is right for me?

Take those questions, and turn the answers into whitepapers. Not only will you have developed a piece of content that makes your sales team’s life a little easier, but you’ll  have a content offer that’s attractive to those prospects. If you’re giving those answers out freely, those prospects are likely to turn back to you for more information. 

Technology and Automation

We’ve talked about how training and targeted content can foster sales enablement, which means that the last part of the equation is technology.

As you already know, we’re a HubSpot Partner Agency, which means we’re partial to their sales enablement tools, but there are plenty of options out there if you’re not ready to jump on the HubSpot bandwagon. Let’s focus on a few general tech tools you can use to empower your sales team to sell better, and faster. 

Email Sequences

Automated email sequences are a key way to help your sales team close faster. Just as email workflows help nurture leads through to your sales funnel, so can email sequences nurture prospects towards closing. Using an email sequence tool can make this process so simple for your sales team to implement, they hardly have to think about it. 

They can set up customized email sequences that follow up with a prospect if they haven’t responded in a few days. This way, your sales team is making sure no prospects fall through the cracks, without having to think about it or take extra time out of their already busy days to send those follow ups. 

Calendar Linking or Meeting Links

One tool we’re loving lately is automatic calendar linking, also known as automated prospecting. This tool allows your sales team to connect their calendars directly to their emails.

When they send out an email to a lead, automated prospecting allows that lead to schedule a time to meet with your sales rep, whenever is most convenient for them. This removes a big step in the sales process, and makes it easy for leads to convert to prospects on their own.

Chatbots and Live Chat

Direct messaging, aka live chat, is another seriously useful sales enablement tool that HubSpot offers. Live chat gives your sales reps the chance to talk to prospects at the exact moment they’re thinking about your company and browsing your available services.

Best of all, the HubSpot live chat is easily optimized so that the chat option is only shown for high quality leads. This way, your sales team doesn’t waste time on every visitor who comes to your site with a question.

Sales enablement is the process of empowering your sales reps to sell better with the tools, the content, and the data they need to close bigger deals, faster.

If you’re not sure where to start with sales enablement, we’d recommend adding just one or two tools. Investing in a CRM like HubSpot is also a great way to get all the functionality you need, plus the training help that can get your sales team onboarded and using the tools in as little time as possible. 

If you have more questions about sales enablement, we’re here to help. Chat with the Evenbound team or leave us a message online — we’d love to answer any question you might have. 

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The Breakup Email: What it Is, and How to Write It [With Examples]

The Breakup Email: What it Is, and How to Write It [With Examples]

The Breakup Email: What it Is, and How to Write It [With Examples]

The breakup email. The sales team’s Hail Mary. It’s the very last-resort tool in your toolbox, used to draw absent prospects back into your sales cycle, if possible. The breakup email is becoming more and more popular. But as more sales teams use it, it’s harder to craft a breakup email that seems fresh and genuine, and that succeeds in bringing those prospects back into your sales cycle. 

We’re going to teach you what a breakup email is, how to write it, and we’ll even give you a few examples of what a successful breakup email might sound like. Let’s jump in: 

What is a Breakup Email?

A breakup email is the very last email you send to a prospect who’s gone cold. It’s usually a last-ditch effort to get that prospect back on board before they fall out of your funnel forever. When done properly, breakup emails are effective. That said, they’re called breakup emails for a reason. Most of the time, if you’ve made it to the breakup email stage with a prospect, they probably aren’t going to convert. So why send them? Two reasons:

  • A breakup email can, and has been known to give prospects that little push they need to jump back into the sales funnel. 

  •  At the very least, it leaves a positive lasting impression with that prospect, in the event that they do need your services in the future.
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What a Breakup Email Isn’t

A breakup email is not to be taken lightly. The reason that we have to be so careful when writing them now is that too many sales teams have overused the breakup email, and people are getting tired of it. 

It’s important to know that you shouldn’t send breakup emails to people you’ve never talked to. 

We get a multitude of unsolicited sales pitches, some from companies that are relevant to us, and mostly those that aren’t. My number one pet peeve is the third or fourth email I get (after not soliciting these emails nor replying to any of them) that says, “I’ve emailed you a few times, but you haven’t responded.” 

Um, yeah. I know I didn’t respond to your email. There’s a reason for it: I don’t know you, and I didn’t sign up to get your emails. 

I can’t stress this enough — the breakup email is a sales tool you use with prospects you’ve actually built a relationship with. 

If you haven’t talked to the prospect in person — i.e. on the phone, in person, or through a long chain of emails — they don’t get a breakup email. 

Now that we’ve got that all cleared up, let’s look at some breakup email best practices. 

Breakup Email Do’s and Don’ts:

Not sure where to start with your breakup email? Check out these do’s and don’ts so you know you’re crafting a thoughtful breakup email that’ll catch their eye. 

Don’t guilt trip

No one cares how many emails you’ve sent them. Don’t lead with “I’ve emailed you many times but…”

That’s a surefire way to never hear from them again. People are busy. If they haven’t responded to your email, there’s a reason. Leading with a guilt trip isn’t going to help. You want positive relationships, so lead with positive sentiments. 

Do spend time on the subject line

If you haven’t heard from this prospect in a while, it might be tough to catch their eye. Spend time working on your subject line so you know they’ll be compelled to open it. Using their name is a good way to go. It’s also good to make it clear that this is a breakup email, right from the subject line.  

Don’t be overbearing

If you haven’t heard from the prospect in a while, don’t ask them 15 questions in your breakup email. This is a breakup email. 

Instead, consider leaving them with some helpful information that’s relevant to their company or specific pain point. Let them know that if they ever want help, you’re always available to chat. 

Do make yourself available

If you’ve got a “Schedule Time on My Calendar” feature, use it. Again, don’t be overbearing about it, but let the prospect know that’s an option that’s available to them if they wish. 

Do remind them what you do

You don’t need to launch into all of the services your company provides, but this is a good time to recall maybe one of the pain points or goals you’ve discussed with this prospect in the past. Give them a quick sentence about why you’re reaching out one last time, and leave it at that. 

Do provide helpful info

If you’ve got a strong sense that your breakup has to do with timing, and not that the prospect just isn’t interested, then it might make sense to leave them with a bit of light reading as you go. Include one or two resources that are highly relevant to that specific prospect — they might just realize they need your help after all. 

Don’t write too much

This is a breakup email. If you’ve had quality communication with this prospect in the past, they know who you are and what’s up. You don’t have to explain your entire history to them or outline all of the great things your company does. Keep it short and sweet. 

Do sign off, all the way

Let the prospect know this is the last time you’ll be contacting them. If you’ve gotten to the breakup email point, this shouldn’t be so hard on you. End your email letting them know this is the last time you’ll reach out or bug them. 

Writing Breakup Emails:

A General Rule of Thumb

Your breakup emails will be significantly more effective if you take 5 minutes to think about why that prospect has gone cold and draft an email that speaks to their unique pain points and goals.

With that in mind, let’s take a look at a few examples of what a breakup email might look like. 

Breakup Email Examples:

I Promise I’ll Leave You Alone

This is a good overall go-to. If you’ve been emailing, but haven’t gotten anything back in a while, this is the email to go with. This one adds a little extra bonus in offering further resources to help that prospect solve their problems on their own. 

If that sign off feels a little heavy-handed, you can always take it off or change it. In my opinion, it really seals the “goodbye forever” deal, which can be exactly the push some prospects need. 

This email does a good job of saying goodbye, while also reminding that prospect why they were talking to you in the first place. You’re helpful, you have their best interests at heart, and you don’t want to bug them if they’re not interested. 

Permission to Close Your File

I love the “permission to close your file” email. It’s such a smart way to do a breakup email, because it doesn’t assign guilt to anyone. It’s a simple, honest statement, and it’s a good way to solicit a response in a way that’s not stressful for your prospect. All they need to do is answer yes or no.

This one from Breakthrough Email is a great example, but I’ve also drafted one that’s a bit more personal for those companies who take a closer approach to customer relationships. 

This email does a few things really well. 

  • It puts pressure on, without guilt-tripping. You’re going to close their account unless they let you know they’re still interested. 

  • It’s casual but specific, showing them that you were really working on their behalf.

  • It gives them an easy way to connect or an easy out. You might get a response either way, which can be really helpful in figuring out why they did go cold.

Write the Email That’s Best for Your Prospect

These are just examples, and shouldn’t be copy-pasted right into your email. Again, the best breakup email is the one that’s personal and relevant. These examples outline the four key items you can use:

#1 Value proposition – Offering additional resources to remind that client why they started talking to you.

#2 Goodbye forever – Letting the prospect know this is the last time you’ll hear from them. 

#3 Schedule time – Reminding them that they can schedule time with you at their convenience if it’s right. 

#4 Close their fileSimilar to the goodbye forever, but less, “I won’t bug you again,” and more, “I just want to make sure we’re on the same page.”

    You can combine any of these four tactics, or use just one in your breakup email — whatever makes the most sense to you. Just personalize them and make them your own, based on what your prospect does or doesn’t want. 

    Maybe you know the timing just isn’t right for your prospect. Then a soft breakup email that says, “Hey, sounds like the timing isn’t right. I’ll reach back out in six months.” might work really well. 

    You know your prospects. That's why you've got to write breakup emails on your own. Click To Tweet But I get that they’re not easy. I hope this blog helped give you a bit of direction. Now go out and conquer that breakup!

    Breakups are hard. We get it. If your sales team hates drafting emails like this, but knows they’re effective, reach out to the Evenbound team.

    As a full-service digital marketing and growth agency, our services touch everything from building your ad campaigns to yes, writing breakup emails for your sales team. Get in touch with us to learn more about how we can help. 

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    Getting Started with HubSpot Series: Sales and Marketing Alignment

    Getting Started with HubSpot Series: Sales and Marketing Alignment

    Getting Started with HubSpot Series: Sales and Marketing Alignment

    As a HubSpot Partner Agency, we know that sales and marketing alignment is a big deal for any of our clients. Having aligned sales and marketing teams is one of the key ways to foster efficient, strategic growth that you can carry into the future. But, if you’ve been functioning with disparate sales and marketing teams for years, or if you just have a sales team and not much marketing help, it can be difficult to know where to start. 

    That’s where HubSpot comes in.

    The platform itself was designed to help companies provide better, more personalized service to leads and customers alike. With tools to help your marketing and sales teams nurture leads with personalized workflows and real-time communication, HubSpot has everything you need to get your sales and marketing teams working together to close more of the deals you want, faster. And a HubSpot Partner Agency has the experience and the training your team needs to make it happen. 

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    If you’ve been looking into sales and marketing alignment or HubSpot, but just aren’t sure what to expect from the process, keep on reading. We’re going to give you a complete look at what the sales and marketing alignment process looks like when you use the HubSpot platform to make it happen. 

    Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency for HubSpot Services. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and sales and marketing alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!

    What Does Sales and Marketing Alignment Look Like?

    Whether you have your own marketing team, or Evenbound is doing the work of a marketing team for you, our HubSpot Certified Trainers are always working to help align your sales and marketing goals. They are experts in sales enablement and alignment, and the work they’ve done with our current clients has shown just how important it is to the success of our clients to have aligned sales and marketing teams.

    Like many other HubSpot-related services, sales and marketing alignment starts with a big meeting. Best case scenario, you get both your sales and marketing teams in one room to chat with a HubSpot Certified Trainer. If that’s not possible, we’ll do our best to get as many team members together at once. During that first meeting, the top priority is setting up an SLA:

    Setting Up an SLA

    Sales and marketing alignment starts with a Service Level Agreement (SLA).  It’s a type of internal contract that helps your sales and marketing teams agree on one common goal that everyone is working towards. 

    It also outlines specific intermediary goals for both sales and marketing teams. (For more info about SLAs, check out this blog about Marketing and Sales Alignment Strategies.) This is one of the most important aspects of aligning your teams, and lucky for you, our HubSpot experts are masters of the SLA. 

    They’ll help you figure out: 

    • What specific roles your marketing team is responsible for. Delivering a certain number of MQLs to your sales team, nurturing a specific percentage of MQLs who aren’t ready to convert, and more.

    • What specific roles your sales team is responsible for. What percentage of SQLs they should follow up with, how many deals they should close per month, and what tools they should be using to do it.

    • What roles both teams will have to work together on. Communicating about both warm and cool leads, offering feedback about new marketing content, discussing which sales and marketing efforts are working or not.

    Once you have an SLA in place, you can work to determine more specific goals that both teams can work towards to deliver meaningful growth to your company. 

    Determining Your Goals

    Sales and marketing teams have always had goals, they just haven’t traditionally been aligned. This is another spot where a sales and marketing alignment service or HubSpot trainer comes in handy. 

    As a Certified HubSpot Trainer and a HubSpot Project Manager, it’s your HubSpot expert’s job to help you set goals that actually contribute to the overall success of your company, and they know how to do that with HubSpot. 

    So, they will help you set SMART goals that keep your sales and marketing teams aligned, and that ultimately help your company close more deals. 

    Best of all, your HubSpot expert can help you get these goals put into HubSpot, so your entire team can see at a glance, how far you’ve come, and how far you have left to go in reaching those goals. 

    Helping You Reach Them

    Your HubSpot expert is also here to help you reach those goals. This is a key benefit of working with a HubSpot Agency Partner that you won’t get anywhere else. 

    Beyond just helping you set up and onboard onto the HubSpot platform, they help you continue to learn about HubSpot’s tools in a way that pushes you towards those goals. They can work directly with both your sales and marketing teams to help them learn how to use the tools that will give them the best results, and put them closer to those goals. 

    Ongoing Support and Connect Meetings

    This ongoing support means they’ll continue to train your team on the tools that will help them the most. Whether that’s a refresher training on a tool they use every day, or brand new training on a tool your team isn’t familiar with yet, regular connect meetings give you the opportunity to ensure your team is continuously improving and growing. 

    Working with a HubSpot expert helps your team not only get used to the HubSpot platform, but truly get the most out of it. It’s a great way to make sure your team is making full use of your investment.

    How Much Work Will This Be For My Team?

    No matter what HubSpot service we’re talking about, the question we’re asked most often is, “how much work with this be for my team?”. When it comes to sales and marketing alignment, the work your team will have to put in has less to do with individual tasks, and more with shifting the way they think about marketing or selling. 

    Unlike HubSpot Onboarding and Sales Enablement, which are tools-focused services, sales and marketing alignment is primarily focused on how your sales and marketing teams work together to close more deals that grow your company. 

    While both teams will still need to learn about a variety of HubSpot tools, make it to meetings, and get comfortable with the HubSpot platform in general, the largest chunk of work they’ll have to do is less task-related and more focused on communication. 

    The goal of sales and marketing alignment is to ensure that both teams are working towards the same goals, in ways that benefit both teams. Here’s a look at some of the things your team will have to do when trying to align your sales and marketing teams:

    • Make Time for Regular Team Meetings. They don’t have to be long, but you should set up a regular meeting where both sales and marketing can talk about how they’re doing to reach their goals, what the other team is doing to help them reach those goals, and how they could be better supported in reaching those goals. 
    • Time for HubSpot Sales and Marketing Alignment Training. In the beginning, your team will have to do a little bit more work to 1) set up alignment goals, 2) put tactics in place to reach those goals, and 3) to make sure both teams are working together to reach those goals. 

     

    It’s important to remember that while your team might have to put in a bit more time upfront, once you’re marketing and selling with an aligned team, you’ll see better, faster results. The marketing team will nurture more of the right leads, delivering your sales team the warm, qualified leads they know they can close on quickly. 

    The Benefits of Parntering With A HubSpot Partner Agency for Sales and Marketing Alignment

    When you partner with Evenbound for help aligning your sales and marketing teams with HubSpot, the benefits are twofold. First, you get expert advice on how to align your teams. Second, your teams learn how to use the HubSpot platform effectively, which means you get the most out of your investment in HubSpot.

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    When you work with a HubSpot Partner Agency, you’re getting help from the most qualified experts in the industry. HubSpot Certified Trainers have completed a number of certifications and in-depth training sessions, plus they’ve worked with companies just like yours to teach sales and marketing alignment before. 

    HubSpot experts know how to set up a quality SLA, and they know just what tools your team will need to be successful with sales and marketing alignment in the long term.

    If you’re looking to get the most out of your HubSpot account and bring your sales and marketing teams together to close bigger deals more efficiently, a HubSpot Partner Agency is your best bet. 

    Interested in Sales and Marketing Alignment Help for Your Team?

    Evenbound is a HubSpot Gold Agency Partner. That means we have HubSpot Certified Trainers and project managers who are trained through HubSpot to help your teams with these specific challenges. 

    To learn more about our HubSpot Services, just get in touch. Our HubSpot Certified Trainers would be happy to talk more about your specific goals for sales and marketing alignment, and the HubSpot platform in general. And, if you’d like to learn more about how our HubSpot services have helped companies just like you discover serious growth, check out the case study below. 

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    5 Ways a CRM Helps Streamline Your Sales Process

    5 Ways a CRM Helps Streamline Your Sales Process

    5 Ways a CRM Helps Streamline Your Sales Process

    Looking to streamline your sales process? It is an integral component of your business’ success. If your sales team has trouble selling efficiently, you’re going to see your company growth drop, which isn’t good for anyone. 

    In general, sales reps spend a significant amount of time on admin work — scheduling meetings, setting up reminders, sending emails, and other small tasks that take serious time out of their day that they could be spending closing deals. 

    So, how can you streamline your sales process in a way that all of that admin work still gets done, but your sales team has the time they need to close deals? For many companies, a CRM, or Customer Relationship Management software, is the answer. 

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    Here at Evenbound, we’re big fans of HubSpot, but you might also have heard of other popular options like Pardot and Salesforce. While some options are better than others, the general purpose of a CRM is to make it easier for your sales team to foster positive relationships with all of the leads who come into your sales cycle and eliminate a lot of the busywork that keeps them from closing.

    Here are just 5 of the top ways a CRM helps streamline your sales process. 

    #1 Streamline Marketing to Sales Handoff Process

    For most companies, the handoff from marketing to sales is where leads fall through the cracks. Whether your sales and marketing teams aren’t communicating or your sales team is just too busy to follow up on all the leads marketing sends over, it’s easy, and common for leads to fall out of the sales funnel during the handoff from marketing to sales. 

    A CRM can solve the majority of these sales dropoff problems. 

    The first fix is to notify your sales team. When the marketing team decides a lead is ready to move up to sales, a CRM can automatically alert your sales team of the move. This is a great way to eliminate lost leads who drop out of the cycle because no one contacts them.

    The next fix is to help your sales team see immediately if that lead is actually ready for your sales team or not. A CRM shows your sales team exactly where a lead is in the buying process. The CRM will track every contact marketing has with that lead, giving the sales team a good idea of how warm the lead is, and how ready they are to buy. 

    This makes it easy for your sales reps to see at a glance whether a lead is ready for them, or if they’d rather send them back down to marketing. 

    And with a quality CRM, transferring that lead back down to marketing is a snap. Your sales rep just reassigns or recategorizes the lead, and they’re back in marketing’s “to nurture” bucket. 

    For many companies, a significant percentage of marketing leads do not convert to sales. This is partially handled with sales and marketing alignment, but a CRM is also a very useful tool to make no one is losing track of those leads. 

    Implementing a quality CRM not only helps make sure those leads get through the sales process, but it helps bring your sales and marketing teams together, and understand better what both teams need to effectively reach their goals.

    #2 CRMs Increase Prospect Visibility in the Sales Funnel

    Your sales team is busy. There’s no getting around it. As long as your marketing team is delivering leads, your sales team is busy contacting them all, establishing which of your products or service is the best fit for each and then getting through the actual nurturing and closing process. A CRM streamlines your sales process by offering greater visibility on all of those prospects in the sales funnel. 

    CRMs make it easy to see where every prospect is in the sales funnel, at any given time. If your sales team is managing their leads with a post-it note system, a notebook, or any other method, they’re probably letting leads drop out of the sales funnel. And it’s not their fault — we’re all only human! 

    But, a CRM can help resolve this problem, and make it easy for your sales team to prioritize the warmest leads above leads who still need a bit of nurturing. 

    • Organize leads by priority. Most quality CRMs allow you to segment leads based on how qualified they are, and where they are in the sales funnel. When your top-priority leads are listed right at the top of the page, your sales team doesn’t even have to think about who to call first. 
    • See at a glance which leads have been contacted, by who, and when. Another key visibility benefit that comes with a quality CRM is that your sales reps can see at a glance who has contacted what lead, and when. They’ll be able to see which of your resources a lead has already received, and what information they might still need to make a final decision. 

    Increased visibility thanks to a quality CRM leads to a more effective, efficient sales process. When your leads are automatically organized by industry, job title, interest level, and more, your sales team can spend more time on what they’re best at — closing deals. 

    #3 Automated Tasks Help Streamline Your Sales Process

    Even though it’s necessary, sending out product catalogs, brochures, and pricing guides is repetitive and time-consuming. Your sales team already knows that they don’t have to reinvent the wheel with every email, but they do have to take the time to copy-paste their text, change the names, attach the documents, and then finally send the email. A CRM can automate these repetitive tasks so your sales team has more time to actually sell. 

    Quality CRMs offer tools like automated workflows, follow-up emails, chatbots, and more, so your leads still get the quality service they need to feel nurtured and supported through the sales process, but your sales team is freed up to use their time for more important tasks. 

    And for tasks that CRMs can’t automate, they can send automated reminders. Your sales reps have to talk to any contact multiple times before they close a deal. Your CRM can automatically remind sales reps when to make those calls so that no leads fall through the cracks. 

    #4 Easy Reporting

    No one likes to make reports. What if they didn’t have to? 

    Quality CRMs can generate sales reports at the click of a button, so your team can easily see what’s working, and what’s not.

    One of the greatest benefits of a CRM for any sales team is the data it has to offer. In addition to supporting your sales team, your CRM is constantly collecting data. Data about your clients, how long they take to close, what content offer brings in the leads most likely to close, and what sales tools are most effective at closing those sales.

    All of that data, combined and compiled for you by the CRM, helps you interpret your sales team’s success, and further streamline your sales process for even better results. 

    #5 Sales Leaderboards and Productivity Reports

    We’re a big proponent of teamwork. As a growth agency, we’ve seen that companies who encourage their sales reps to work together tend to do significantly better than companies with sales reps who are all using different sales tactics, and even different sales processes. 

    Advanced CRMs, like HubSpot, are designed to give you and your sales team all of the data you need to optimize and streamline your sales process as a team. Sales leaderboards and productivity reports are one great way to do that.

    They show you which of your team members are doing great, and which might be struggling with your new sales process or CRM. You can use these stats to bring your whole team up, by asking those at the top of the leaderboard to share what they’re doing to close so many deals. 

    Generating a sales leaderboard and a productivity report also helps give you a better picture of where your reps are spending their time.

    Maybe one rep has been spending a ton of time in your CRM, and is super productive, but is low on the leaderboard. This might be an opportunity to show them some more of those automation tools, so they can get out of their inbox, and back on the phone with clients. 

    A CRM is designed to organize and store all of your sales team’s information and data in one easy-to-access location. In addition to providing exceptional visibility, a CRM helps streamline your sales process by handling the repetitive tasks that take time out of your team’s day of selling. The goal is to enable your sales team with all the tools they need to be able to sell better, and more efficiently, and when implemented properly, that’s exactly what a CRM does. 

    If you’re thinking about a CRM, but aren’t sure how to get started, or are afraid of a lengthy learning curve, get in touch with the Evenbound team. We have team members dedicated to onboarding and training sales reps and marketing teams on how to use the HubSpot CRM effectively, and we’re confident we can help you too. Just take a look at the results we provided for this company in the case study below!

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