Sourcing Flashcards
What are the 2 types of sourcing at HubSpot?
Reactive Sourcing & Proactive Sourcing
Reactive Sourcing & Proactive Sourcing
- Reactive Sourcing: responding to companies who take an action that indicates high levels of buyer intent. Known as a Qualified Lead (QL). These companies will be automatically rotated to a Growth Specialist.
- Proactive Sourcing: finding good fit companies in your territory that you believe are a good fit and should be targeted for prospecting.
Determining a fit for our systems:
- Business Model: how do they make money? What is their buyers journey? What is their average sales price?
- Industry: is their industry based on making and maintaining relationships? Is there a lot of regulation? Are they known for their high degree of digitization?
- Employee Size: are they too small or too large? Would HubSpot help their problems at this stage?
Within HubSpot, you have a number of different fields that you can use to search for good fit companies:
- Page Rank
- ZI: Marketing Automation
- ZI: CRM
- MHE/P Score
- SHE/P Score
- Industry
- LinkedIn Bio
Page Rank & LinkedIn Bio
- Page Rank: measures the importance of webpages based on the quality and quantity of links pointed to them.
- LinkedIn Bio: Quick overview of the company pulled from their LinkedIn page.
ZI: Marketing Automation & ZI: CRM
- ZI: Marketing Automation: information pulled from ZoomInfo that shares any known info about a marketing automation tool the prospect uses.
- ZI: CRM: information pulled from ZoomInfo that shares any known information about which CRM tool the prospect uses.
MHE/P Score & SHE/P Score
- MHE/P Score: marketing Hub Pro/Enterprise fit field created by the Marketing Analytics Team. This is a score property created based on analysis of customers we have closed and trends with them. 1-10 with 10 being the highest.
- SHE/P Score: Sales Hub Pro/Enterprise fit
Industry
The likely industry that company belongs to.
How you should research. Example 1: QL
- Review the company record in 53.
- Review the qualifying event in 53. What is the exact intent trigger?
- Spend time reviewing the company in 53 to determine the fit, read through their Alexa/Page Rank, MHE/P and SHE/P scores, industry, and ZoomInfo fields all in an attempt to quickly determine low or high fit. If they are already spending money on a competitor, they are a potential great fit.
- Now move to the internet to learn more about their company?
- Now that you know more about their fit and intent, research other contacts
- Jump over to LinkedIn Sales Nav to learn more about the contact. What is this person’s role? What role would they play in the buying process?
- How long have then been with the company? Have they used HS at a previous company? Get a quick overview of the key contacts at the company.
Example 1: QL. Things you should ask yourself after your research.
- Is this company a good fit based on their industry and business model?
Are they a good fit based on the company size? - Based on their website, what do you think is their digital marketing and sales sophistication?
- Do they have a competitor in place today in the marketing or sales CRM space?
All of this research should take about 10 minutes. Now you are ready to determine the best next step and how you will approach a potential call
How you should research. Example 2: Potential Company Identified in Your Territory.
- Spend time reviewing the company in 53 to determine the fit. Read through their Page Rank, MHE/P, SHE/P scores, industry, ZoomInfo fields to determine quickly if they are a low or high fit. Are they spending money on a competitor?
- Review the company Record in 53: Look at previous convos. How did those chats go, why did they not move forward?
- Then move to their website to learn more about the company. What is their business model? Do they build relationships with prospects and customers?
- Go to SalesNav to learn more about the contact. What is their role and how long have they been with the company? Create notifications for yourself on the contact and the company.
- Move to ZoomInfo and research the company to see if there is anything not brought into 53 that would be useful.
This research should take about 10 min
Hit these “Set the Standard” KPI’s every month:
- Deals Created: 15 Rep-Driven
- Prospecting Calls Made: 300
- Prospecting Emails Sent: 700
- $1,200 deals created: 4
- Pipe Generated: $14,000
- Pass Sales Process Certifications
- Discovery Calls (IGA’s) Delivered: 20
- Deals Closed: 7
- Capacity Worked: 50%
- HVD Worked: 100%
- QL’s Worked: 100%
Stay consistent…
- Create deals at least every other day
- Close at least 2 deals per week
- Aim to hit 25% of your monthly goal week over week
What are the 2 kinds of sourcing?
Reactive Sourcing & Proactive Sourcing
Reactive Sourcing
Reactive Sourcing occurs when a prospect has taken a specific action indicating interest in HubSpot. These leads are automatically put into 53.
They are people who go to the website and click “Talk to Sales”.
