Celebrate the Wins: Lindsay Kelley President and Co-Founder of Prospect Builder Inbound Agency

Yip Yip TeamCelebrate the Wins, Content Creation, Content Marketing, Marketing, Social Media, Social Media Marketing

We know the past 20 years have dramatically changed how you sell. Some say it’s easier now. Others say it’s harder now. We just like to celebrate your successes. Come learn from others while helping us celebrate with those who have found great successes in sales.

Join Yip Yip CEO Brandon Lee, the guy who loves to celebrate sales wins, as he talks with Lindsay Kelley, inbound marketer, speaker and HubSpot Gold Partner.

As a president and co-founder of Prospect Builder Lindsay has extensive experience working with office technology, copier dealers and managed services companies. She is passionate about the relationship built between an organization and the customer, and her focus is on how to build that relationship in a new world with a new type of buyer. She focuses on the digital relationship that can actually be created and believes that it begins online.

 

Brandon Lee:                         Hey everybody it’s Brandon Lee and I am back with Celebrate the Wins. I’m so glad you’re here with us and I have my friend Lindsay Kelley with us today, and we are going to celebrate your wins together today. Look at that. There we go. We’re in the mood. So let me tell you real quick about Lindsay. So Lindsay is the president of Prospect Builder. They are a HubSpot gold partner so they are all about inbound marketing. And you have your company … I know you’ve been doing this longer but you’ve had your company for three years, right?

Lindsay Kelley:                     That’s right.

Brandon Lee:                         And you are an inbound marketing genius.

Lindsay Kelley:                     I don’t know about genius. I’ll take it, thank you. But apparently I’m a dinosaur in the world of inbound because it’s only about a decade that HubSpot’s been around and inbound was kind of coined. But I’ve been with HubSpot for over five years now so that’s a partnership.

Brandon Lee:                         Very good, but you know what? Before we jump in it, because as you know and everyone knows we do five questions in 18 minutes or less and we’re going to move right in that. But I am actually curious, how did you get involve in inbound marketing? And then, how did you get connected with HubSpot?

Lindsay Kelley:                     Well, first of all, thanks for having me Brandon. I’m really excited to be here.

Brandon Lee:                         Of course.

Lindsay Kelley:                     But the way that I actually came across inbound and HubSpot in general, I was working in a marketing capacity inside of an office technology dealership in the Baltimore area and trying to figure out how to get the sales team more qualified leads. So I started doing some research, started following the HubSpot blog and realized quite quickly they get it. A lot of people are using Google and all of these different tools and technologies to research during their buying process and they have this great methodology that really just made sense. So I called them. I ultimately did not end up convincing leadership to bring HubSpot in and to make that inbound transition, but I left the company and started my own company to help people with inbound.

Brandon Lee:                         Very good.

Lindsay Kelley:                     So I became partner and the rest is history.

Brandon Lee:                         There you go. So you believed in the methodology and, as we know, HubSpot did such a great job at educating everybody about inbound marketing and what it meant and how it was different and how you could leverage content and all of that. And so you kind of followed their prescription then, which is join their blog, start reading eBooks, drink the Kool-Aid and off you go.

Lindsay Kelley:                     I bleed orange, as my team says, because that’s the color of the HubSpot logo.

Brandon Lee:                         We are going to jump into Celebrate the Wins though right now, right?

Lindsay Kelley:                     I’m excited. Let’s get going.

Brandon Lee:                         Okay. And so first question is do you think sales are more difficult now or back in 2000?

Lindsay Kelley:                     So I’m going to have to say that I think that sales today is much harder than it was 10 years ago. And the reason that I think that is because … Think 10 years back. We didn’t have smartphones at our fingertips. We didn’t have smart watches. Alexa didn’t exist yet. And people did a lot of business based upon cold calling and networking and peer recommendations. Well, today those things still do apply. However, mixed into the fold now is the disruption that technology has caused, which is we now have in this little device right here, this iPhone, we have access to pretty much anything we would want to know. And what that does for the buyer is it empowers them to be able to go in and do the research on their own before they start making these decisions.

Brandon Lee:                         Right.

Lindsay Kelley:                     So they’re about 70% of the way through their buying process before they ever come in contact with a sales rep.

Brandon Lee:                         Okay.

Lindsay Kelley:                     Now, put yourself in the sales rep’s shoes. 10 years ago they were the keeper of the keys to the kingdom of knowledge. They knew everything about the product. They were the ones physically, face-to-face educating. And now we’ve taken that back as consumers and buyers. I don’t care if you’re B2B, B2C, I keep saying now it’s B2H, it’s business to human.

Brandon Lee:                         Excellent.

Lindsay Kelley:                     So everybody buys in a human way. So I think it poses quite a challenge for these sales reps. And the reason that it poses such a challenge is unless their organization has been able to provide them with equally robust tools and technologies that allow them to see what people are looking at on the website, understand what they’re consuming, they’re at a disadvantage.

Brandon Lee:                         Right.

Lindsay Kelley:                     So that’s why I think it’s a little harder if they don’t have the tools and technology today, like a HubSpot or a Marketo or Salesforce. To be able to follow somebody around on a website and see what’s going on so that you can have more intelligence to create a conversation instead of just, “Hey, do you need something today?” Trying to figure that out, figure out what they already know, so I think it’s harder.

Brandon Lee:                         Got it. Okay, so I’m going to tell you that between you and I we are going to have a hard time on the 18 minute rule, and we may not even care today because this is great stuff. I mean I appreciate the detail of that because it is. As you know, we talk a lot about inbound sales, you talk a lot about inbound marketing and there is that challenge, right? What do sales reps do in this new era when technology has disrupted the normal flow? I mean I talk about it. When I started right out of grad school, sales for us was we grabbed brochures that marketing put together. Now granted, we as sales would tell them, “This is what we need.” They’d give it to us and I’d do the old staple the business card, right? And go walk around and do my leave behinds and gained credibility from the company, but then wanted them to know me. And there was lots of people like me out there doing it. And now it’s just the wild, wild west, right?

Lindsay Kelley:                     Well, online it kind of is and the sales reps who are doing the best have some of these tools and technologies in place and they’re leveraging tools like LinkedIn to become their own personal sales brand. They’re positioning themselves as the industry experts online because they realize that’s where their buyers are starting their journey. 92% of B2B business buying decisions begin online.

Brandon Lee:                         Wait, wait, wait, wait, wait. Say that again.

Lindsay Kelley:                     92% of B2B buying decisions begin online.

Brandon Lee:                         Right. That is awesome and I have a feeling that the editors are going to have some big flashing graphic right now because that is huge. 92% start online. And if you’re not there with the right stuff to connect with the human, because as you said it’s business to human. And one of the things we talk a lot about is it’s still human to human, it just happens right here, right? I mean you and I are human to human and this our what? I don’t know, third, fourth, fifth Zoom conversation this week?

Lindsay Kelley:                     Right.

Brandon Lee:                         Right, we’ve become great friends. We know each other well. Never seen each other in person. So we’re going to desperately try to catch up to the 18 minute mark or we’ll just ignore it. Who cares?

Lindsay Kelley:                     Let’s see what we can do. It’s a challenge.

Brandon Lee:                         And if we’re celebrating really well I think our audience is going to forgive us a few extra minutes. Okay, so we are moving into question number two. And that is tell us about the win that you want to celebrate and why it was so important for you and your company?

Lindsay Kelley:                     So the win that I’d like to highlight today is actually from one of our clients and it’s a win that they got. Now, I know every time a sale is not celebrated a little bit of sales dies and so I always like to celebrate everything. So this is only about a little over $20,000 deal. But the reason that I want to celebrate it is it is a true textbook example of an inbound lead. So I’d like to walk through just a little bit of what that was.

Brandon Lee:                         Yeah.

Lindsay Kelley:                     I’ll try to be quick. I’m not going to say her last name but we’re just going to call her Sue.

Brandon Lee:                         Let’s call her Sue.

Lindsay Kelley:                     Sue did a Google search and found us via Google. Again, we don’t what the keyword was. Google took that ability away from us like five years ago. But she landed on a blog about happiness, productivity and keeping copiers working because I work in the office technology space with folks who sell copiers. So she hit that page and we had done our job. We had different anchor link texts throughout the site or throughout the blog to take you to different areas of the site so she could explore, learn and educate herself. So she did that. She went through a whole bunch of pages, and then finally she came to a page where there was a call to action that really spoke to her. And so she clicked on that call to action and she completed a form. And the form gave her an eBook that educated her further. She’s trying to make a decision on something. We’re giving her the tools via the technology available so that she can educate herself and work her way through her buying cycle.

Brandon Lee:                         Yeah.

Lindsay Kelley:                     So she kept going through this path and we sent some workflows. We had some automated workflows set up so …

Brandon Lee:                         Can I back you up?

Lindsay Kelley:                     Go ahead.

Brandon Lee:                         Just because I know you know this so well but if there’s people listening you went right through something that I think is very important. “She went through this path.”, can you explain that?

Lindsay Kelley:                     Sure. So it’s the buyers journey and it happens online. So one of the things that we focus on is if we understand who this individual is, because think about it, your CFO is going to have different pain points and different things that he’s concerned with than your office manager. CFO is concerned with price and your office manager might be concerned with productivity. So how are you going to sell the same product to two different people? We take that step back. We do full, what we call, buyer personas and we actually interview folks who are clients of our client and we create this fictitious persona of office manager Olivia or CFO Frank, whoever we’re targeting. And we make sure that we create a buyer’s journey digitally online based upon a lot of the feedback that we get from both them and our sales team. And we create that path for them because since the sales rep has lost that ability in that 70% of the research process that’s done online, they kind of lost that ability to share that knowledge so they share it with us and we translate it. So it becomes this great digital journey that these folks take.

Brandon Lee:                         Good. I appreciate that. I just think I’d hate for somebody to be watching and go, “What’s a path? What’s a path?”

Lindsay Kelley:                     What path? What path? What path?

Brandon Lee:                         Yeah, what path? Is it gravel path? Is is yellow brick road? What are we talking about?

Lindsay Kelley:                     It’s a dirt path, it’s a dirt path. No, it’s digital. It’s a digital path.

Brandon Lee:                         It’s a digital path, perfect. Okay, so what I heard you’re saying is that she just followed right through the perfect inbound process. So she went down a path and then what happened once she was moving down the path? How’d that go?

Lindsay Kelley:                     So as she’s moving down the path, once she actually downloaded the eBook, the guide that she ultimately downloaded, we were able to say, because we had HubSpot, HubSpot had been holding on to her IP address, which they can do.

Brandon Lee:                         Right.

Lindsay Kelley:                     And once we had her email address, she clicked that submit button which basically says to HubSpot, “Oo, I have an email address to marry the IP address to.” Now I know who this person is, at least by email. We also ask for a name. But now we’re able to backfill that entire journey that she’s taken, which is why I know she came in organically and I know what page she came in on and I know all of the steps that she took through our client’s website. Pretty creepy, right?

Brandon Lee:                         No, I’m over here going, “Pretty awesome.”, right?

Lindsay Kelley:                     Right. Yeah, I know. For us and sales people that’s awesome. Sue would probably be like, “I’m sorry, you know what about me?”

Brandon Lee:                         Yeah. Don’t say her last name, don’t say her last name.

Lindsay Kelley:                     Don’t say her last name. How many Sue’s are there in the world? So anyway, once she filled that out she fell into what we call a workflow. And it’s a marketing automation path that they take. So we say, “Okay, if they download this, then send them this.” And it might be an email that says, “Thanks for downloading this. We hope you might enjoy this eBook as well.”

Brandon Lee:                         Right.

Lindsay Kelley:                     And so if she clicks on that and downloads it, then send her this. If she doesn’t, send her this other thing which is a more soft nurture. So we’re trying to let her move at her own pace.

Brandon Lee:                         Right.

Lindsay Kelley:                     So she moved through that and eventually she fell into raising her hand and saying, “I would like to talk to somebody about an assessment of all the printing needs that I have and what kinds of machines I’m going to ultimately need.” She felt more comfortable about understanding the technology of the different multifunction printers and copiers and scanners, and so she was ready to have a conversation.

Brandon Lee:                         Yeah, cool.

Lindsay Kelley:                     And then they [inaudible 00:12:54]. And then it went to the sales rep who was able to say, “Oh great, Sue saw this, this, this, this. She’s understood this. She downloaded this so I can talk to her in this type of language as well and she’ll feel smart because I can say MFP and be like, ‘Do you know what the MFP is?'” And she’ll be like, “Oh yes, the multifunction printer.” And it makes the buyer feel in control.

Brandon Lee:                         Cool. Well then looking back on it we’re going to move into my favorite three, right? The W-I-N, that’s what we celebrate and how we help other people learn from what we’ve done. So, in looking back on that, what are the key things that you did really well that makes you say, “Let’s celebrate this.”?

Lindsay Kelley:                     So I think the one thing that we did really well was really defining that digital path for her to take her through the website, both through the calls to action that we put on the website as well as the marketing automation workflow that we created.

Brandon Lee:                         Yeah.

Lindsay Kelley:                     So we got to know the persona, the typical types of questions that he or she may and, and we translated that into a digital path for her.

Brandon Lee:                         Cool. So I want to pull this out because I think it’s important is you took the time to create the right workflow. Elaborate a little bit on that because HubSpot’s a software, inbound marketing is a concept of a funnel, but really the success of either using the software or creating funnels and the whole system of a marketing funnel, that’s fine and dandy, but if you’re not doing the work well [inaudible 00:14:30] trap out the bottom, right?

Lindsay Kelley:                     Exactly. So, you have to have the right strategies set in place.

Brandon Lee:                         Right.

Lindsay Kelley:                     So it all starts with understanding who that person is, making sure you’re answering their questions along the way, making sure that the sales reps understand what it is that that person is asking as well so that when they’re able to come around they can speak to that as well. So they know the big question of this eBook is what copier do I need so they can go into that and they can reiterate what it is.

Brandon Lee:                         Got it.

Lindsay Kelley:                     So that’s another thing we do well. We educate the sales reps as to this is what’s going out. Otherwise they would be like, “I’m sorry, you downloaded what? What are we talking about?”

Brandon Lee:                         Yep, right. Okay. Yeah, good stuff. Okay, well let’s move into the improved part. The hope is always is we do something, we learn, we find something that we can improve upon. So, what are a couple of things that, from this particular process with Sue, would you like to improve next time?

Lindsay Kelley:                     So, I think one of the things that could’ve been done better was making that digital path a little more in-tune with her. And by that I mean there were some instances where she may not have done what we wanted her to do and I think we took too long in our nurturing process to bring her back around into the fold. So we have a process where we’ll … The ideal process is, bam, you download the piece that we call awareness. It’s very high-level, very overarching question, let me figure out what I need. Then we go into consideration, there’s another eBook.

Brandon Lee:                         Top of the funnel?

Lindsay Kelley:                     Top of the funnel. Yeah, top, middle and bottom of the funnel. So top of the funnel, middle of the funnel, so if they download the top they go right to the middle. If they go to the middle they go right to the bottom. Ideal. Bam, bam, bam, you’re done.

Brandon Lee:                         Right.

Lindsay Kelley:                     What we do in between is if they come in at the top we send them the middle of the funnel offer and they don’t respond, I think we took too long with our nurturing afterwards.

Brandon Lee:                         Okay.

Lindsay Kelley:                     I think it was like nine days. It was three days in between a series of three emails. And so I think we kind of almost lost some interest there because she was opening but she wasn’t clicking. And then there was another one where she didn’t even open it. And then we finally came back around with our, bam, here’s our middle of the funnel offer positioned in a different way and then she came back in.

Brandon Lee:                         Got it.

Lindsay Kelley:                     So you got to watch and see. Well, ultimately she finished this flow so maybe we took too long with this nurture over here.

Brandon Lee:                         Yeah.

Lindsay Kelley:                     Got to watch the data.

Brandon Lee:                         Yeah. What does AB testing and all that look like for you?

Lindsay Kelley:                     Well we break it down as a team. And so there’s five of us total and we’ll take it and we’ll kind of dissect it and say, “This is kind of … It looks like this is where we are starting to lose her. What’s in this email?” And so we have a VP of content and he’s very strategic and so he’ll sit there, he’ll open up the persona again, he’ll start reading. He’ll be like, “Yeah, you know what? That really doesn’t jive as well with what she was saying about this. Maybe if we tweak it to say this she’ll actually respond.”

Brandon Lee:                         Yeah.

Lindsay Kelley:                     So it’s about constantly going back. You’re never done. You’re never finished. No, I’m sorry, you’re never done that’s … My aunt would be upset with me right now. She’s a grammar and English teacher. You’re finished. You’re never finished.

Brandon Lee:                         Yeah, you’re never finished. Good, good.

Lindsay Kelley:                     Never finished in things like this.

Brandon Lee:                         Yeah.

Lindsay Kelley:                     It’s always evolving. There’s constant evolution of behavior, there’s constant analytics and there’s constant change.

Brandon Lee:                         Yeah.

Lindsay Kelley:                     That’s the only thing that I’m certain of is that things are going to change.

Brandon Lee:                         Yep.

Lindsay Kelley:                     So you just got to keep up with it.

Brandon Lee:                         Okay, let’s get into the last one there is next. Were there one or two, and this is where I think it always helps other people to learn, based on your … It’s something you wanted to celebrate so it was obviously good, you can identify what you did well, the few things that maybe you can improve. Is there one or two very specific nuggets of, “Next time we’re going to do this.”?

Lindsay Kelley:                     Yeah. Again, I have to go back to the workflows. It’s always evolving and I think next time what we’ll need to do is need to pay more attention to as that buyer from a technology evolution standpoint constantly evolves. I mean think about it. Right now I’m freaking out because we have to start thinking about AI, we have to start thinking about voice search, we have to start … All of these things that we have to keep up with. We have to go back and make sure that we’re constantly evolving with the buyer. So next time it’s, “what is this person doing? What other questions can we call back and ask?”

Brandon Lee:                         Right.

Lindsay Kelley:                     Specifically, like do you use Alexa? I use Alexa every day at least 10 times a day. She’s in multiple rooms in my house. She’s now a fixture in my life. So these are questions I now have to go back next time and say, “Okay, let me add these things in so that we can better understand how people use these in their daily lives.”

Brandon Lee:                         Right.

Lindsay Kelley:                     Because that does translate into their job. There are so many organizations that have an Alexa or a Google home in their office.

Brandon Lee:                         Right.

Lindsay Kelley:                     So that’s one of the things is making sure that we’re constantly keeping up with that so that we can add that into different workflows and even add that into some of the text and language.

Brandon Lee:                         Yeah. Right, right, absolutely. Okay, so I have one last question, but before I get there this is your time to just pitch away at Prospect Builder about your target audience, about what you all are awesome at. I mean, hey, we don’t do anything for free, right? You gave us time, you came on here, we got to celebrate with you and this is your time to shine. So please tell us, tell us about Prospect Builder and your best clients and we will very loudly promote you. There’s going to be graphics in different places. Go for it.

Lindsay Kelley:                     Sweet, sweet. Well thank you. Prospect Building, we’re an inbound marketing and sales agency. We work in the office technology space which means we help people who are selling, independent dealerships that are selling copiers, so copier dealers. And they’ve more recently in the past few years folded in document management technologies, managed IT services, [inaudible 00:20:28] and cloud. Oh my goodness, the cloud. The cloud! So all of these different things. Our team is unique because we all come from these worlds. So every single person on my team has worked in one of those industries in some way, shape or form. So it’s a pretty fun little unique group and if you want to learn more about inbound marketing and sales in general please go to yinandyang.fm because we have a podcast as well.

Brandon Lee:                         [inaudible 00:20:54].

Lindsay Kelley:                     But it talks just about tactical how-tos. We were just talking about that today. We just did a how-to.

Brandon Lee:                         Yes.

Lindsay Kelley:                     And it’s a fun little podcast with my friend from HubSpot, Brian Signorelli, every Friday.

Brandon Lee:                         There you go. And you recorded that earlier today so you were all prepped and ready to go for us.

Lindsay Kelley:                     I did. I was warmed up and I even said, I’m like, “Wow, I’m going to be feeling the podcast vibes. I’m good.”

Brandon Lee:                         Well, it sounds to me like you’re probably ready for a West Palm Beach, Florida Friday afternoon so I’m going to let you go, but here’s the last question. You ready?

Lindsay Kelley:                     Ready.

Brandon Lee:                         If you had to leave Florida today and never return, besides family and people, what would you miss the most about Florida, your beloved state?

Lindsay Kelley:                     Wow, so my dog doesn’t count, right? I could bring my husband and my daughter, right?

Brandon Lee:                         Absolutely.

Lindsay Kelley:                     And friends and family, okay.

Brandon Lee:                         Yes.

Lindsay Kelley:                     What am I going to miss the most? The beach. I’m really close to the beach.

Brandon Lee:                         There you go. I mean I don’t think I would’ve expected any other answer but I kind of had to ask. Honestly I was surprised it took you so long. I thought you were going to pull out a surf board behind you and say …

Lindsay Kelley:                     I know, right? Those picture behind me are all of my kid on the beach.

Brandon Lee:                         Well Lindsay, thank you so much for celebrating your win with us today. I’m so grateful. And for anyone else, if you want to join us to celebrate your win and share with us all your successes and what you learned in the process, go down below and tell us, ping us, and we will get you in our schedule. Lindsay, thank you so much. I hope you have a great Friday on the beach and I’ll talk to you soon.

Lindsay Kelley:                     Thank you.

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