Recently, Hunter Madeley, Chief Sales Officer at HubSpot, sat down with our CEO, Michael Litt to discuss all things sales, SaaS, and video! They bantered for nearly an hour by the toasty fire, but since everyone likes things short and sweet these days, we figured we’d wrap up six of the biggest takeaways.

(But hey, if you have some time, check out the full recording at the end of this post!)

1. The purpose of sales and marketing continues to be on creating credibility, momentum, and trust

Although technology has changed the way businesses communicate externally, Hunter highlights how the ultimate goal of a marketing or sales organization has remained the same. This is to create initial credibility with a prospect, begin to build momentum by demonstrating the value that your product or service can provide, and ultimately ensure that trust is built across every interaction.

2. Technology gives teams the opportunity to develop personalized relationships at scale

Hunter stresses the importance of leveraging technology to create meaningful relationships at scale, and not simply spam a large audience in hopes of garnering attention. If a marketer or a salesperson uses technology effectively, they should ultimately be creating an unparalleled customer experience that is completely tailored to the needs of that prospect.

3. Effective sales teams should be open to trying any technology that creates more emotional connections

In order to be a truly successful sales organization like Hunter’s at HubSpot, it is crucial to be open to any new technology that enables team members to create more meaningful experiences for a prospect. If you are not open to trying new things, but your competitors are, then your sales organization is starting out disadvantaged – a tough fate when competition for attention is at an all-time high.

4. Storytelling through video is incredibly powerful, especially for video natives

Rather than trying to bring a story to life through highly descriptive text, why not show it through video? Hunter stresses the importance of using video to tell truly compelling stories that can be easily digested by a prospect. His example of searching for a how-to-video to fix his Jeep, versus reading a manual, highlights the movement towards watching versus reading in our personal lives as well! Plus, for the video natives that represent a large portion of the workforce today, creating and consuming videos from smartphones or computers is second nature.

5. Marketing automation + CRM + video = a win, win, win!

In order to truly understand every interaction a prospect has with your brand, it is crucial to have technologies that pair incredibly well to provide a full funnel view. This means understanding how a prospect arrives at your website, what content interested them, which videos they found most engaging, and what actions they are looking to take next. By having a complete understanding of their lifecycle, marketing and sales teams alike can deliver personalized experiences that guide their next step. After all, every prospect deserves the ‘white glove’ treatment!

6. Sales and marketing must work together, but don’t forget about the product team!

At HubSpot, their organization has evolved from a ‘smarketing’ focused business, to a ‘sparketing’ one (as Hunter puts it!) This means that they involve sales, marketing, and product teams in company strategy planning as everyone should have an equal seat at the table. For HubSpot, they are taking a product-led approach by which users are able to ‘try it before they buy it’: similar to what a neighbourhood bakery might offer new customers. After all, marketing can create pipeline, sales can turn these into opportunities, but it is the product team that must deliver in order to convert a prospect to a happy customer.

If you found these six points valuable but feel you want more, watch the entire interview between Hunter and Michael, and learn more about:

  • How storytelling has changed since Hunter started his SaaS adventure in 1998
  • Hunter’s coffee preferences
  • The future of marketing technology and the role it will continue to play
  • How video impacts the sales cycle from a process perspective

Interested? Of course you are! Check out the full interview below.

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Greg Kelly

As Channel Program Manager at Vidyard, Greg is committed to building a world class partner program that enables more organizations across the globe to bring video technology to their clients.