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How to Combine the Power of Inbound and Outbound to Skyrocket Your Sales

YOUR PRESENTERS

Matt Kamp | SVP

influenceandco.com

Tweet: @themattkamp

Ryan Buckley | CEO

toofr.com

Tweet: @rbucks

Toofr is a fully bootstrapped web app that helps inside sales reps and outbound email marketers quickly find the contact info for their prospects.

Influence & Co. is a content marketing agency that specializes in creating engaging content that fuels companies’ marketing efforts and positions their key employees as influencers in their industries.

The process of attracting the attention of prospects via content creation before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers

into customers and promoters of your business

WHAT IS INBOUND MARKETING?

A FEW EXAMPLES:

Email Nurture Campaigns

Blog Content

E-books /Whitepapers

The unsolicited form of advertising, cold email being the digital equivalent of advertising in your mailbox — except much, much smarter

WHAT IS OUTBOUND MARKETING?

A FEW EXAMPLES:

Cold Emailing

Cold Calling

Direct Mail

WHEN DONE RIGHT

Inbound Marketing:

• Lowers the cost of acquisition of all other marketing channels, especially outbound marketing

Outbound Marketing:

• Will have the lowest CPA of all your paid marketing channels

(Cheapest to Priciest)

CPA SPECTRUM

Organic

Article Placement

Email Marketing

Conference Sponsorship

Google AdWords

Newsletter Buys

Social Media Ads

$ $$$

WHY SALES LEADERS NEED TO BUILD THEIR INFLUENCE

• Building organic traffic with content generates more qualified and educated leads.

• Building personal and company brands helps close deals.

• Long-term value and short-term benefits of building your personal influence.

• Creating content for shorter sales cycles is a quick and easy way to educate and build credibility.

HOW SALES LEADERS SHOULD BE CREATING & DISTRIBUTING CONTENT

STRATEGY

→

Establish Your Why

CREATION

→

DISTRIBUTION

FAQs, Objections, Pain Points, Education, Lessons Learned, Trends

The Inbound Funnel Concept

THE INBOUND FUNNEL

OFF-SITE THOUGHT LEADERSHIP

ON-SITE THOUGHT LEADERSHIP

GATED CONTENT

CONTINUOUS ENGAGEMENT

→

→

→

→

THE CONTENT MAP

Off-site Content

Off-site Content

Off-site Content

On-Site Content

Gated Content

→

→

→

→= links to

→

OFF-SITE THOUGHT LEADERSHIP

ON-SITE THOUGHT LEADERSHIP

GATED CONTENT

HOW TO GET PUBLISHED

TARGET NICHE PUBLICATIONS

→

DO YOUR RESEARCH

→

BACK UP WITH DATA

EDIT, EDIT, EDIT

PITCH ORIGINALITY

→

HOW TO GET PUBLISHED “The State of Digital Media” Report

of editors say their main goal is to find and promote topics that address new and unique ideas

85%

HOW CONTENT IS USED IN THE SALES PROCESS

Faster Trust and Credibility

Shorter Sales Cycle

Educate and Overcome Objections

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HOW TO START EMAIL MARKETINGStep 1: Audience

DEFINE YOUR AUDIENCE

→

LOOK AT CURRENT CUSTOMERS

→

GENERATE A LIST

HOW TO START EMAIL MARKETINGStep 2: Messaging

→ →

Write a Three-Step Drip Sequence

1. Introduce yourself and address your

audience’s pain points

2. Nudge reminder and brief synopsis

of introduction email

3. Ask for additional introductions or better person to

speak with

HOW TO START EMAIL MARKETINGExample: First-Round Drip Email

HOW TO START EMAIL MARKETINGStep 3: Content

Segment Drips by Industry / Title

→→

→→

→→

→→

Retail Tech DirectorsC-Suite

HOW TO START EMAIL MARKETINGStep 4: Software

Use Software to Manage Manage Drip Replies

• Sync Positive Replies to CRM

• Suppress Negative Replies from Future Drips

• Control Timing (in Days)

BONUS!?!

• Link to dedicated landing pages for each segment (industry, title).

• Use query parameters in your links so Google Analytics can track them.

• Treat your email marketing like a digital marketer would.

influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot

Visit: offers.influenceandco.com/toofr

QUESTIONS?

GRAB “THE STATE OF DIGITAL MEDIA” REPORT

GET $500 OFF YOUR FIRST MONTH! SIGN UP TODAY!

USE COUPON CODE: INFLUENCEANDCO AND GET 50%

OFF FOR 3 MONTHS ON ANY TOOFR PLAN!

Visit: toofr.com/pricing

Matt Kamp | SVP

influenceandco.com

Tweet: @themattkamp

GET IN TOUCH WITH US

Ryan Buckley | CEO

toofr.com

Tweet: @rbucks

Toofr is a fully bootstrapped web app that helps inside sales reps and outbound email marketers quickly find the contact info for their prospects.

Influence & Co specializes in creating engaging content that fuels companies’ marketing efforts and positions their key employees as influencers in their industries

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ANY QUESTIONS?