Inbound MarketingLead Generation

Inbound Awesomeness:How Reps Are Using Websites, Social Media, and a CRM to Maximize Leads

ErikMACPHERSON…...........@erik_mac9

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erik@tmcdigitalmedia.comMy favorite beer is St. Pete, FL’s 3 Daughters Dunkel, and I love IndyCar

ChadSTAMM…...........@CScopywriting

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. chad@tmcdigitalmedia.comI enjoy traveling with my family, Rotary, Guinness, the Gators, and my vertical smoker named Dolly.

WE KNOW YOUR INDUSTRY

1000s of blogs/landing pages written/published

100s of content offers created and published

10,000s social media posts published

100,000s emails created and sent

100s of LEADS GENERATED

WE KNOW YOUR INDUSTRY

AGENDATHE NEW SALES PLAYBOOK

WEBSITE ‘MUST HAVES’

WHAT IS INBOUND MARKETING

MAKING THE MOST OF SOCIAL

WHY USE A CRM

78% of Internet users conduct product research online.

NO MORE INTERRUPTING.ASK FOR PERMISSION.

THE ROLE OF THE SALES REP IS CHANGING.

SALES SHOULD RECEIVE THE MOST QUALIFIED LEADS.

SOURCE: Moz.com

ASK YOURSELF THESE QUESTIONS:DO YOU KNOW:

• Monthly website visits?• Monthly new contacts/leads you generate?• The number of conversions per month?• The number of sales qualified leads per month?• The number of new customers per month?• The number of new candidates you recruited

through your website?

WEBSITE MUST HAVES FOR 2016

REMEMBER THESE??

WELCOME TO 2016 MAFSI MEMBERS

WELCOME TO 2016 MAFSI MEMBERS

MUST HAVES

Blog, Blog, Blog!! Use More Real-Estate Have Structure Drive Conversions Be Mobile Friendly - Responsive Content Management System

(CMS) Analytics CRM Integration

FREE RESOURCE: http://success.tmcdigitalmedia.com/25-critical-elements-for-your-foodservice-website

Companies that blog get

website visitors.55% more

BLOG, BLOG, BLOG

BLOG, BLOG, BLOG

Why Blog?

• Increases overall traffic - SEO

• Educates your Buyers

• Content can be shared via email and social

• Leads to conversions (LEADS)

USE THE REAL-ESTATE

STRUCTURE – CONTENT• Use Headlines• Primary Call(s)-To-

Action• Remarkable Imagery• Benefits• Simple Navigation• Gated Content Offers

(Forms)• Contact Information• Embrace white-

spaceBonus Tip: ABRAlways Be RecruitingFREE Resource: http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-Infographic.aspx

DRIVE CONVERSIONS

CONVERSIONS = LEADS

RESPONSIVE – MOBILE FRIENDLY

20%+ Mobile Traffic• Tablets• Phones

Mobile leads to more conversions

50%+ Emails are opened on mobile devices

USE A CMS

CMS = Content Management System

• Easy to update content

• Blogging platform• SEO Friendly• Responsive Designs

ANALYTICS – USE TOOLS

WHAT IS INBOUND MARKETING?

WHAT IS INBOUND MARKETING

SOURCE: insideout.com

Tradeshows

Print Materials

Calendars

Blogging

PDF/Video Downloads

Social Media

STARTS WITH BUYER PERSONAS

Semi-Fictional Characters that Represent Your

IDEAL Customers

HOW TO CREATE PERSONAS

Talk to salesInterview your current customers

Research your current customers

Look at data

1

2

3

4

FREE RESOURCE: http://success.tmcdigitalmedia.com/how-to-create-foodservice-equipment-buyer-personas-guide

THE BUYER’S JOURNEY

THE INBOUND METHODOLOGY

MAKING THE MOST OUT OF SOCIAL MEDIA

WHY BE ON SOCIAL• High Visit-to-Contact

Conversion Rates

• Delight Your Customers

• Back-sell to Factories

• Keep your Brand(s) Top of Mind

• Focus On The ’BIG 4’

WHAT TO DO - GET SOCIAL• Create personal

AND company profiles (with a PHOTO)

• Build your brand – company and personal

• Use a Publishing Tool

• Dedicate 30 mins per week

• Twitter and LinkedIn

MAKE IT EASY - GET SOCIALUse Publishing Tools

HubSpotHootsuiteSproutSocial

Promote Content From Your Website

You’re an industry leader, right? Then lead. Educate.

SHARE COMPANY CONTENT - GET SOCIAL

WHY USE A CRM

WHAT IS A CRMCustom Relationship Manager

Tracks every interaction with current and future customers

Contact InformationPhone CallsLog EmailsSocial Media FeedsDealsLifecycle Stages of a LeadFORECAST REVENUE

WHY - CRM

WHY - CRMEmpower Sales PeopleDoes your sales team have a clear process for whom to call and when? If not, you might want a CRM that gives them insight into which prospects are most engaged.

Does your company work on large B2B deals that require you to interact with many people inside one organization? You might want a CRM that can easily pull and organize someone's data based on the company they work for. 

How do you primarily interact with leads: by phone, email, social media, or a combination? You should find out how different CRMs could make prospect interaction easy for reps.

WHY - CRMEmpower Sales People

Sales Intel• Track email opens and clicks• Track when buyers are on your

website• See profiles right in Outlook or

Gmail• Schedule emails and use templates

for best response rates

WHY - CRMEmpower Sales People

Gmail Integration (COLLABORATION)

CRM Integration (INTEL)- see most recent engagements- view Tweets

Use Templates (QUICK & EFFECTIVE)

Schedule Emails (ALL ABOUT TIMING)

SUMMARY - TODAY’S SALES REP

Know Your Ideal Customers.

Leverage Technology and Tools.

Educate. Educate. Educate.

Analyze. Rinse & Repeat.

QUESTIONS?

Thank You!