Inbound marketing & Sales 2.0
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Transcript of Inbound marketing & Sales 2.0
Welcome
Introduction to:
Inbound Marketing and
Sales 2.0
Stop Pointing Fingers and Get To Work!
About Me• Independent consultant, with specialization in developing online lead generation
systems and strategies for small and medium sized business• Certified HubSpot Consultant• Founding member of Hold Hands Chicago, a CPS educational consulting firm• 10 year career in Sales and Distribution at IBM responsible for managing over
$400M over career. Served such clients as United Airlines, WW Grainger, Hyatt, Kellogg’s, CDW, United Stationers, Anixter, Archer Daniels, to name a few.
• Investment banker at Morgan Stanley• Founder Vashion.com a virtual B2B apparel exchange• Director of sales Gradschools.com and Studyabroad.com
Companies I’ve worked with
Questions to ask yourself……..
Questions to ask yourself
Are you still cold calling with no reason to speak to the other person that adds value?
Are you promoting your personal brand?
Do you understand the business landscape of your clients.
-No I mean really understand it?
When people seek out knowledge about your Industry do they come to you?
Do people call you and ask to do business with you?
Customer 2.0?
• Don’t want to be sold too
• Customer controls the conversation (they may be smarter
then you on your products!)
• Customer to customer conversations = more influence
• Expect instant response and feedback
• Include your company at the tail end of the sales process
• They control the rhythm of the sale: End of the quarter is
the best time to buy
The Challenges of Working with Today’s Customer
Value of Inbound Marketing
Inbound marketing pulls buyers into your business
Outbound Marketing Isn’t Working
800-555-1234AnnoyingSalesperson
4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Step 1: Create Content
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Types of Content
Publish Everything, Everywhere
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Step 2: Optimize
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Google is Judge, Jury & Executioner
HubSpot.com/cartoons
25% On-Page SEO (Context)1. Page Title
2. Clean URL
3. Headers & Content
4. Description
75% Off-Page SEODetermined by Inbound Links
Step 3: Promote
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Promote Content via Social Media
Remarkable Content
Step 4: Convert
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Put Calls to Action on All Your Content
Use Landing Pages with Forms
Track Your Conversion Rate & Analytics
Analyze Your Marketing
Inbound Marketing Summary
Convert & Analyze
SALES 2.0
“Sales 2.0 is a more efficientand effective way of sellingfor the buyer and the seller enabled by technology.”
Sales + Web 2.0 = Sales 2.0
Sales 2.0?People, Process and Technology
You will find by incorporating Sale 2.0 into your business…..
• Your opportunity pipeline will significantly increase
• Your deals will accelerate to closure faster
• You’ll be viewed as an expert in your field
• Your calls will be much more friendly and warm
• You’ll have more time to prospect and close business
• You’ll know exactly when to engage with your clients
But ultimately this is what we salespeople truly care about….
Expected Benefits of Incorporating Sales 2.0 into your business
Increasing our commissions!!!!!
Why Should I care about Social Media?
• Because 3 out of 4 Americans use social technology
• 2/3 of global internet population visit social networks
• Visiting social sites is now the 4th most popular online
activity—Ahead of personal email
• Visitors spend 5 million minutes per day on Facebook!
• Your customers are making relationships with your
competitors on social media sites!!
Pitfalls to Avoid on Social Media
Sales 2.0 is about Acceleration
• Prioritize buyers and focus on the most promising prospects
• Contact the right prospects at the right time
• Automate lead nurturing to free salespeople from calling on ready prospects
…to accelerate sales velocity and volume.
CIO and VP of IT moves in Fortune 5000
Bank United: Eddie Buitrago, SVP, Systems Integration, has left the companyGE Capital: Martha Poulter has been named VP & Chief Information OfficerQuicken Loans: LingLong He has been named Chief Information Officer, replacing Frank Laura who is now on product sideING Americas: Gary Baxter promoted to Chief Information Officer postWalt Disney: Andy Schwalb, Chief Information Officer left Disney for Nascar.Microsoft: Ted Cahall named Corporate Vice President, MSN Online PortalNetjets: Alan Cullop has left as Chief Information Officer. Replacement is Ken Green
Using Personnel Change Triggers
Setting Trigger Alerts
Sales 2.0 is about Collaboration
Transform into a smarter and better informed salesorganization by…
• Harness the collective intelligence of the sales organization
• Leverage online collaboration solutions
• Extract timely and relevant insights from the “Social Media”
…to sell more effectively to smarter and better informedprospects.
How IBM Collaborates
Common Mistakes
•Confusing Professional and Personal•Not converting online to Face to Face•Failing to search engineoptimize•Spamming•Looking needy•Searching for companies instead of people
Things you can to do to get started
① If you have a marketing department get in synch with their activity.
② Use Linkedin and Twitter as tools to promote yourself, use less email!
③ Subscribe to a newsfeed service and set your “Triggers” and reasons to call
④ Become an expert in your field, develop content, blog and share with the world
⑤ Hire an expert to help you put in a process in place
T Shape Solutions Services• Drive Traffic to your site:
• SEO Strategy and Health-checks• Website Development using Wordpress • Keyword Strategy• Blog Strategy• Social Media Integration
• Content Creation Services• Create and manage monthly editorial calendars• Ghost Blogging• Email Newsletter creation and distribution• Video Production
• Content Promotion• Inbound Marketing Execution• Social Media Marketing• Search Engine Marketing
• Convert and Analyze• Landing Pages• Campaign Analytics• Full Marketing to Sales Process Strategy
THANK YOU!
Scott [email protected]@TshapeScott773-398-3823www.tshapesolutions.com
Connect with me on:
Inbound Marketing Is More Important
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Small Companies Do More Inbound
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Blogging More Often Drives Results
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Leads by Indexed Web Pages
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn