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Resources for Evaluating HubSpot Sales and Marketing Technology

 Krista Moon    December 12, 2016

I regularly talk to companies that are considering starting an inbound sales and marketing program, but they lack the technological capacity required to do the work.

While there's a variety of sales and marketing technology available, the tool we've had the most success with is HubSpot. They put all the necessary functionality required into one system, which improves data sharing, communication between the teams, and work efficiency.

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What to Put on Your Website Home Page

 Krista Moon    August 16, 2016

A website home page has a lot of work to do. It has to be both smart and good-looking. It has to have a cool vibe about it that speaks to your company’s personality. It has to have interesting offers, different ways to reach you, and lists of things for visitors to do – all without being cluttered, messy, or overstuffed. Forget it, right?

Don’t worry, it’s not as impossible as it sounds. If you take it one step at a time and break it down into what’s really important, constructing a website home page can be a manageable project with big long-term rewards.

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Example: Website Content and Sales Cycle Alignment

 Krista Moon    February 25, 2016

Most websites are set up for prospects near the end of the sales cycle. They're focused on driving prospects to "contact" the company in some way (demo, trial, consultation, etc.). But, not everyone that comes to your site is ready to jump actively into the sales process. They just want more information about their problem and possible solutions. They want to self-educate so that when they do end up talking to a salesperson, they can feel more confident about what is going on.

If you're not providing content that's aligned with all the stages prospects go through to make a purchasing decision, you're limiting your opportunities and opening the door for your competitors to snatch up good potential customers.

Read more to see an example of how to align your website content with each stage of the sales cycle.

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How to Align Your Website with Your Sales Cycle

 Krista Moon    February 24, 2016

There’s a widening gap between the way prospects buy, and companies sell. Prospects are using Internet research to self-educate through the first two-thirds of the sales process, but the majority of corporate websites and marketing strategies are entirely focused on the late stages of the sales cycle. Unfortunately, this approach puts companies at a huge disadvantage.

Read more to find out how to position your website and marketing strategies so you can engage prospects as early as possible in the sales cycle, have more influence over their buying decision, and get on their short list of potential vendors.

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Website Evaluation Checklist for Business Owners

 Krista Moon    February 15, 2016

Your website will either draw people in or turn them away - and you only have seconds before the user decides to stay or go. So how do you really know if your company site is good or not? Here’s a simple website evaluation checklist business owners can use to help ensure they’re getting the best return on their investment.

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How to Use Your Website to Identify Warm Prospects

 Krista Moon    January 27, 2016

Technology and data are changing the sales game. Now you can easily find out which contacts in your database are engaged and what web pages they're reading. This information is a game-changer for helping salespeople frame sales conversations that get results. You can also get a list of prospective companies that are looking at your website.

Coming from an old-school sales background, having access to all of this information still boggles my mind. It's pretty cool! Read more to find out how to identify warm prospects buzzing around your website.

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Don't Use These Words in Your Website Copy or Sales Emails!

 Krista Moon    January 13, 2016

When you’re selling, every word you write on your website, in prospecting emails or in newsletters matters. If you say the wrong thing, you won’t get results. Sounds pretty simple, but there are some phrases I constantly see that are a total turn-off to prospects.

As a small business owner, I get a lot of people trying to sell me stuff. Almost all of them – way more than 50% - say pretty much the exact same thing. It usually goes like this:

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Example of How Your Online Presence Directly Impacts Sales

 Krista Moon    January 22, 2015

This is a true story about how a company’s website design almost cost them a deal with a Fortune 500 company. (Names and company have been changed to protect privacy.)

Sam, a salesperson (whom we’ll call Seller Sam), had a meeting with Bill, a contact from a Fortune 500 company (whom we’ll call Buyer Bill). The meeting was going great - until Buyer Bill went to Seller Sam’s company website.

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How to Avoid These Common Website Form Mistakes

 Krista Moon    June 29, 2014

The main way to generate leads online is to put forms on your website. It goes beyond the "contact" form. Anytime you have a valuable content offer to share with your target audience, you can ask for information in order to download it.

The data you collect on the forms can be used to guide prospects through the buyer journey. You can use it to properly qualify leads to either send them to the appropriate sales rep or put them back in the bucket for more lead nurturing.

If you collect the right information about your prospects in the right way, you can use it to create targeted messaging that will keep the sales momentum going. However, I frequently see mistakes on website forms that make the data collected very difficult or impossible to use.

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