Modern customers expect that it will be easy to learn about your product and buy it, but most of our go-to-markets do the opposite. We ask people to fill out long forms, we build complex qualification rules, we make it tough for prospects to talk to someone right now. In short, we put up barriers that solve for our companies instead of solving for our customers. At HubSpot, we’re mid-way through transforming our go-to-market to be customer centric. Learn what’s worked for us, what hasn’t, and what we’re building. --- Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School. This is Jon Dick's #INBOUND18 presentation.

1. J O N D I C K
( @ J O N D I C K )

2. @jondick#INBOUND18

3. @jondick#INBOUND18

4. The Wolf

5. @jondick#INBOUND18
Death by Wolf
When you become so deaf
to warnings of change,
that you ignore a big, bad one
when it actually arrives.

6. Consumers want to communicate with
companies through 13 different channels
How consumers want to engage with companies, by customer journey stage
83%
45% 37%
28% 23% 21% 20% 19%
4%
Website Videos Email Blog Facebook
Messenger
Twitter Live chat Download
Content
Other
53%
39% 34% 33% 30%
18%
3%
Website Phone Contact Us
Form
Live Chat Self Service Facebook
Messenger
Other
62%
48% 42% 36%
21%
10% 5% 1%
Email Phone Live Chat Contact Us
Form
Facebook
Messenger
Twitter Slack Other
SALESMARKETINGSERVICE

7. The Boa

8. @jondick#INBOUND18
Death by Boa
When you add so many small
“process improvements” that you slowly squeeze
the life out of your customer experience.

9. Consumers are impatient
Speed is everything to today’s buyers, and patience wears out at 10 minutes
of consumers rate an “immediate” response as
important or very important when they have a
marketing or sales question
of consumers rate an “immediate” response
as important or very important when they
have a customer service question
Percentage of consumers who define
“immediate” as 10 minutes or less:
82%
90% Marketing
Sales
Support 60%
62%
46%

10. @jondick#INBOUND18
The Whale

11. @jondick#INBOUND18
Death by Whale
When you ignore the biggest
(and loudest) channel you have
because it’s below the water line.

12. 22%
27%
34%
38%
38%
46%
55%
Salesperson
Crowdsourced review sites
Analyst reports & recommendations
Vendor-authored materials
Media articles
Customer references
Word of mouth
Source: HubSpot State of Inbound 2018
Customers drive the most valuable sources of
information for business software purchases
What sources of information do you rely on when making purchase decisions
for business software?

13. @jondick#INBOUND18
From evolution to
revolution…
… in customer
expectations.
Source: Getty

14. @jondick#INBOUND18
The best thing you can do to
align with customers is…

15. @jondick#INBOUND18
The best thing you can do to
align with customers is make it
easy for them to do business
with you.

16. @jondick#INBOUND18
Communicate how and
when customers want
Prioritize your prospects
over your process
Help your
customers be heard

17. @jondick#INBOUND18
Communicate how and when
customers want.

18. @jondick#INBOUND18
”Communication is changing.”
Jon Dick

19. @jondick#INBOUND18
Jon Dick
Every thought leader, every day
”Communication is changing.”

20. Consumers want to communicate with
companies through 13 different channels
How consumers want to engage with companies, by customer journey stage
83%
45% 37%
28% 23% 21% 20% 19%
4%
Website Videos Email Blog Facebook
Messenger
Twitter Live chat Download
Content
Other
53%
39% 34% 33% 30%
18%
3%
Website Phone Contact Us
Form
Live Chat Self Service Facebook
Messenger
Other
62%
48% 42% 36%
21%
10% 5% 1%
Email Phone Live Chat Contact Us
Form
Facebook
Messenger
Twitter Slack Other
SALESMARKETINGSERVICE

21. 37%
38%
54%
72%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80%
A customer community for Q&A
A live chat feature to message the company
A FAQ or knowledge base page
A phone number to reach a sales representative
A phone number to reach support staff
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Does your company use or offer any of the following
on your website to interact with customers?

22. 41%
44%
59%
74%
78%
27%
23%
42%
66%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
A customer community for Q&A
A live chat feature to message the company
A FAQ or knowledge base page
A phone number to reach a sales representative
A phone number to reach support staff
Stagnant or declining companies Growing companies
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Growing businesses provide more
communication options for customers
Does your company use or offer any of the following on your website to
interact with customers? (By company performance)

23. This is HubSpot’s
Contact Sales page

24. This is HubSpot’s
Contact Sales page

25. This is HubSpot’s
Contact Sales page

26. This is HubSpot’s
Contact Sales page

27. @jondick#INBOUND18
51% | Book a Meeting
30% | Call Sales
19% | Chat

28. 170%more connections by offering
chat, email, and booking a
meeting as in-product options

29. 36%
38%
39%
43%
76%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Script/a series of questions
Product demonstrations via chat
Direct purchases via chat
Marketing/lead generation
Answering frequently asked questions
Customer service assistance
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Most companies aren’t monetizing chat
What services or features are offered in your chat experience?

30. 37%
42%
42%
43%
75%
80%
33%
19%
30%
44%
78%
89%
Script/a series of questions
Product demonstrations via chat
Direct purchases via chat
Marketing/lead generation
Answering frequently asked questions
Customer service assistance
Stagnant or declining companies Growing companies
Base: 404 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Growing companies invest more in monetizing chat
What services or features are offered in your chat experience?

31. But wait…

32. HubSpot
Conversations

33. @jondick#INBOUND18
To learn more about how
HubSpot is evolving its go-
to-market, check out
ourflywheel.com

34. @jondick#INBOUND18
Prioritize your prospects
over your process.

35. @jondick#INBOUND18
Qualification does NOTHING to
help your prospects.

36. 23%
27%
41%
50%
52%
Lead Score
Role
Employee Size
Location
Revenue/budget
Base: 180 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
The information you collect helps you, not your
prospect
What information do you use to qualify leads?

37. How most B2B
companies qualify
their leads:
(Yep, us too. This is one of
our forms.)

38. 12%
48%
15%
4%
20%
Our form only asks for email addresses
Our form asks for 2 to 5 pieces of information
Our form asks for 6 to 10 pieces of information
Our form asks for more than 10 pieces of
information
We don't gate our content
Base: 180 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Companies that ask for too little or too much
information are at risk for disruption
How many form fields does your gated form ask for in exchange for content?

39. 5%higher conversion
rate after reducing
our form fields

40. @jondick#INBOUND18
Geographic territories are the enemy
of speed.

41. 60%
14%
13%
10%
0%
10%
20%
30%
40%
50%
60%
70%
Geographic territories Non Geographic territories Through a rotator Not sure
Up to 50 51 to 250 251 to 1000 Over 1000
Base: 180 marketers and salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Lead rotation is the manifestation of your process
How are leads distributed at your company? (by company size)

42. Just outside sales, 13%
We have a combination
of inside and outside
sales, 72%
Just inside sales, 15%
Base: 224 salespeople who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Most companies are embracing inside sales
What is your sales team model?

43. 3%
11%
13%
18%
12%
19%
12%
4%
7%
6%
26%
13%
20%
12%
More than 3 days
1 to 2 days
11 to 24 hours
6 to 10 hours
4 to 5 hours
1 to 3 hours
Less than an hour
Time for marketing to rotate leads to sales Time for sales to respond to leads
Base: 180 marketers who are manager level and above in the US and UK
Source: HubSpot Go to Market Survey, Q2 2018
Lead rotation takes a lifetime in most companies

44. @jondick#INBOUND18
When it comes to lead assignment,
“available” is better than “right.”

45. 40%missed meetings in Q1
because we couldn’t find
the “right” rep

49. @jondick#INBOUND18
Help your customers be heard.

50. @jondick#INBOUND18

51. @jondick#INBOUND18

52. 71%
don’t trust sponsored
social media ads
65%
don’t trust company
press releases
55%
don’t trust companies
they buy from as
much as they used to
81%
of buyers trust family
& friends’
recommendations
over companies
Trust in businesses has eroded
Base: 2,319 consumers in US and UK
Source: HubSpot Research Trust Survey, Q1 2018

53. 22%
27%
34%
38%
38%
46%
55%
Salesperson
Crowdsourced review sites
Analyst reports & recommendations
Vendor-authored materials
Media articles
Customer references
Word of mouth
Source: HubSpot State of Inbound 2018
Customers drive the most valuable sources of
information for business software purchases
What sources of information do you rely on when making purchase decisions
for business software?

54. @jondick#INBOUND18
57%
of the average B2B purchase
process is completed before
customers reach out to
suppliers

55. @jondick#INBOUND18
10Xincrease in self-service
purchases of HubSpot in
the past two years

56. @jondick#INBOUND18
1. Build a great
product
2. Invest in customer
marketing
3. Invest in education
and support
HubSpot’s Approach to Customer Delight

57. 1. Build a great
product
2. Invest in customer
marketing
3. Invest in education
and support
HubSpot’s Approach to Customer Delight

59. 1. Build a great
product
2. Invest in customer
marketing
3. Invest in education
and support
HubSpot’s Approach to Customer Delight

60. @jondick#INBOUND18
400
teams at HubSpot that were
emailing customers
12

61. @jondick#INBOUND18
Customer Reviews
1. Used in purchasing
decisions
2. Drive discovery in
search

62. Review
Sites
HubSpot J

63. Incentivizing Reviews
● Boost their ego
● Give an altruistic call-
to-action
● Provide a small direct
reward

64. 1. Build a great
product
2. Invest in customer
marketing
3. Invest in education
and support
HubSpot’s Approach to Customer Delight

65. Invest a lot, give options, and
use humans wisely.

66. 35.0%
24.5%
11.5% 10.5%
8.0%
4.5%
Expert intro, then
on my own
Expert entire
time
On my own On-demand help Help from
colleagues
Work with agency
Customers increasingly want self-serve onboarding

67. 3Xhigher activation rate for free
HubSpot users who engage with
user success coaches

68. @jondick#INBOUND18
May June July August September October November December January February
HubSpot Academy Signups

69. @jondick#INBOUND18
Communicate how and
when customers want
Prioritize your prospects
over your process
Help your
customers be heard

70. @jondick#INBOUND18
Of course, we all know
what the most dangerous
animal in the world is…

71. “It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
-Charles Darwin
Source: Wikipedia

72. @jondick#INBOUND18
Thank you.

73. @jondick#INBOUND18
To learn more about how
HubSpot is evolving its go-
to-market, check out
ourflywheel.com