Automating the Marketing & Sales Handoff — Marwa Greaves // Hubspot
Marwa Greaves
Hubspot
- Part 1How to figure out what to automate?
- Part 2Email Marketing Automation — Marwa Greaves // Hubspot
- Part 3Bot Marketing Automation — Marwa Greaves // Hubspot
- Part 4 Automating the Marketing & Sales Handoff — Marwa Greaves // Hubspot
- Part 5Internationalizing Marketing Automation — Marwa Greaves // Hubspot
Show Notes
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02:06Automation in the sales and marketing handTalk to your sales team to find out repetitive processes that are part of every customer interaction. And automate those for a smoother experience both internally and for the prospect.
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03:20How to approach handing off from bot to salesAlways provide the option to speak to someone in sales. Outside of business hours, set the right expectations. Give prospects the option to send an email or set up a meeting at a later date.
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04:54Delighting your customers when you miss a chatYour sales team wont always be available. So when prospects leave a message or book a meeting, ensure someone follows up asap. Its a good idea to provide additional resources on the chat until someone reaches out.
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06:29Meeting your customers where they areWhen picking up with a customer from a conversation with a bot, knowing where they left off is important. For this, your sales team should have access to the customer's contact record.
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07:38Different forms of marketing automationIts not always as simple as handing someone over to the next team. Sometimes there are multiple levels to pass through to fully satisfy the customer. So there are different types of marketing automation for these scenarios.
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09:14Marketing automation with highOnce you identify that a prospect is high-value, get them human help asap. You dont want to interrupt the conversation with unnecessary automation for these customers.
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10:44Get sales and marketing on the same page with marketing automationAutomation is a highly experimental field so be prepared to fail fast and move on. To do this, you need to build trust with your sales team by having shared goals.
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13:00Marketing automation outside of salesStart with an understanding of your goals first. Take an experimental approach so youre open to regrouping and relaunching when necessary.
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15:39Too much marketing automationWhen your segmenting does not match up to your returns, theres too much marketing automation going on. Efficiency is more than just filling the gaps So look at it in terms of time-spent and scalability.
Quotes
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"1 of the things that we do is understanding that were going to miss chats… We also have our sales team actively reach out on the Monday morning after. " - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
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"You need to be able to fail fast, fix it, and then move on. But that starts with building trust with your sales team." - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
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"If sales isnt responding fast enough, maybe we're sending too many low quality chats that you can't get to the high quality ones. That's why we have a shared goal." - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
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“We want to understand that at the bottom line, what we are trying to solve for is revenue for the business and or a delightful customer experience.” - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
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“With good automation, youre not just becoming efficient in terms of replacing head count with automation, but you're doing it in a delightful and scalable way.” - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
- Part 1How to figure out what to automate?
- Part 2Email Marketing Automation — Marwa Greaves // Hubspot
- Part 3Bot Marketing Automation — Marwa Greaves // Hubspot
- Part 4 Automating the Marketing & Sales Handoff — Marwa Greaves // Hubspot
- Part 5Internationalizing Marketing Automation — Marwa Greaves // Hubspot
Marwa Greaves
Hubspot
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Part 1How to figure out what to automate?
Marwa Greaves, the director of marketing and global messaging at Hubspot, talks about how to build a more efficient marketing fly trap. There are many moving parts to consider when thinking about automation. So what should be your approach to this process? Today, Marwa sheds some light on how to figure out what to automate.
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Part 2Email Marketing Automation — Marwa Greaves // Hubspot
Marwa Greaves, the director of marketing and global messaging at Hubspot, stops by for Marketing Automation Week. For this week, we’re looking at ways to build a more efficient marketing fly trap. Email is one of the most popular marketing channels to automate. Today, Marwa shares some best practices for email marketing automation.
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Part 3Bot Marketing Automation — Marwa Greaves // Hubspot
Marwa Greaves is the director of marketing and global messaging at Hubspot. For marketing automation week, she discusses how you can build a more efficient marketing fly trap. It’s critical for your visitors to quickly locate information on your website and bots come in very handy for this. Today, Marwa explains how you can get started with bot marketing automation.
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Part 4Automating the Marketing & Sales Handoff — Marwa Greaves // Hubspot
Marwa Greaves, director of marketing and global messaging at Hubspot continues the discussion on how to build an effective marketing fly trap. Having a bot on your website is just the first step. You also need to ensure that your prospects don’t just get led to a dead end. Today, Marwa talks about how to automate the marketing and sales hand-off.
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Part 5Internationalizing Marketing Automation — Marwa Greaves // Hubspot
Director of marketing and global messaging at Hubspot, Marwa Greaves ends Marketing Automation Week talking about how to internationalize marketing automation. It’s about more than just translating language for different regions. Your automations also need to be inclusive to the different nuances of each culture. Today, Marwa concludes the conversation on how to build an effective marketing fly trap.
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