Justin Graci

Marketing Fellow - Partner GTM & Product Readiness, HubSpot

Content

If you were implementing a B2B Marketing and Sales Enablement program, what are the first 5 assets you would create?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

My answer would change depending on what we're talking about (B2b Marketing program vs Sales enablement program). For a sales enablement program: 1. Pitch Deck 2. Product use case glossary 3. Case study 4. Discovery question list or Demo video 5. (this isn't necessarily an asset) Prospecti......Read More

2889 Views

Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

Here are some of the top sections I'd include: 1. Positioning / value prop 2. ICP (with good-fit indicators) 3. Buyer personas 4. Use cases 5. Competitive landscape (with supporting comparison assets) 6. Proof (case studies, research, data, customer wins, 3rd party reviews) 7. Feature ove......Read More

2341 Views

Which sales materials have been most helpful?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

This is probably pretty standard for most companies, but these sales materials have been the most used: * One pagers / data sheets (product overviews, use cases, etc.) * Pitch decks that reps can customize and/or leverage 'templated slides' for easy 'drag and drop' presentation building whe......Read More

2273 Views

What's the best way to ensure that sales uses the sales enablement content that marketing creates...even if there WAS collaboration on the content?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

Here are a few tips for ensuring your sales team leverages the content you create: * Make sure the content can easily be found. Have a central, go-to place that reps can find all your content. This can be a 3rd party platform such as Highspot, Seismic, or Allbound. Or it can be a more si......Read More

1980 Views

Some of the best marketing ideas for content come from the sales team. Can you talk me through how you engage with Sales for input during the content creation journey?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

Great question. I suggest all marketers to collaborate with their sales team. At my previous company, marketers were required to shadow a certain number of sales calls per month. This was a great way for us to understand their process, hear what prospects are saying, and align what we're doing. ......Read More

1847 Views

What's the most reliable way to measure performance of intangible sales enablement (such as training, objection handling, trap setting)?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

Great question. When it comes to measuring objection handling: * Leverage a conversation intelligence tool such as Gong, where you can report on keywords within sales calls and attribute those conversations to deal pipelines. For training: * The best way to measure impact of a train......Read More

1545 Views

How do product marketers work with sales enablement people? What are the roles and responsibilities?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

This depends on how your organization is structured and what responsibities you define for Product Marketing. Sometimes product marketing plays a big role in enablement, while at other companies they just provide the messaging/value props/etc that enablement then uses as a framework for their ena......Read More

597 Views

How often do you meet with the sales team?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

Our product marketing team meets with the sales team fairly regularly. We have a few formats: 1. Monthly 'sales feedback panel' meeting 2. Monthly marketing/sales showcase townhall (where marketing walks through the latest/greatest assets and how to use them) 3. 1:1 or 1:few meetings when......Read More

595 Views

When launching a significant sub-product (e.g. an enterprise version of an existing product) how do you strike the right balance of enabling your sales team without bombarding them with dizzying details?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

This question would likely require more details/specifics for me to answer fully, but I'll do my best! If you organize your sales team by market segment, then you could focus the enterprise product details on your enterprise segment reps, while the broader set of reps focus on the existing pr......Read More

591 Views

What is your tactic when salespeople continually ask you for materials, when you've shown them where they live multiple times? And no one else is confused by that but one specific salesperson?

Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • November 23

I've learned that the best way to solve this sort of problem is to stop spoon feeding them every time. Yes, once at first is fine, but if this is one particular sales person every single time, then don't give them the direct link to what they needed and instead tell them where to find it and let ......Read More