Presentation at Funnel 2011

THE INBOUND REVOLUTION: …and attractive contentHow Integrated Inbound Marketing is enabling Smart Companies of all sizes to Compete on Agility Bob Apollo Inflexion-Point Strategy Partners

In The Years Prior to the Revolu3on…

Customers relied on vendors (and their salespeople) for informa3on

Occasionally, they even trusted what they said…

What choice did they have?

It used to be that Big Budgets = Best Results

But now… Technology has levelled the landscape

Barriers to Technology Adop:on Big Customers Big Vendors Big Budgets Big Projects Big Barriers

The Democra:sa:on of Technology

Now w e c an l eave the B ig B udgets… …to the Mad Men (and Women)

It doesn’t maIer how big we are… …It maIers how smart and agile we can become

a·∙gil·∙i·∙ty [uh-‐jil-‐i-‐tee] noun 1. the power of moving quickly and easily 2. the ability to think and draw conclusions quickly

The Revolu:on in Buying Behaviour

The Revolu:on in Buying Behaviour Hate being sold to

The Revolu:on in Buying Behaviour Hate Appreciate being learning sold something to useful

The Revolu:on in Buying Behaviour Filter out sales pitches

The Revolu:on in Buying Behaviour Filter Seek out out sales relevant pitches informa:on

Resent interrup:ons Distrust adver:sing Avoid cold calls Block spam

Resent interrup:ons Distrust adver:sing Avoid cold calls Block spam Do their own research Avoid involving vendors un:l far later in the buying decision process

PRE-‐REVOLUTION POST REVOLUTION THEN COLD CALL ADVERTISE EMAIL SPAM DIRECT MAIL OUTBOUND

PRE-‐REVOLUTION POST REVOLUTION THEN NOW COLD CALL BLOG ADVERTISE FREE STUFF EMAIL SPAM GOOGLE DIRECT MAIL SOCIAL OUTBOUND INBOUND

FROM PUSH TO PULL THEN PUSH SHOTGUN RENT LISTS BUDGET OUTBOUND

FROM PUSH TO PULL THEN NOW PUSH PULL SHOTGUN SEGMENT RENT LISTS BUILD LISTS BUDGET BRAINS OUTBOUND INBOUND

REPEL ATTRACT

How can we aTract more of the right sort of prospects?

Saying Something That Resonates With Them

Using Words They Are Comfortable With

GeVng Found Where They Are Looking

Taking them on a Journey

Making every conversa3on a learning opportunity …for everyone involved

Ar3cula3ng a Dis3nc3ve Point of View

Delivering a Stream of Value

KeyBuilding Blocks

Ideal Customers SITUATIONAL BEHAVIOURAL ENVIRONMENTAL ORGANISATIONAL

Key Stakeholders Roles, Concerns and Mo:va:ons

Issues, Trends and Trigger Events

Naviga:ng the BuyerSphere Colleagues & Associates Blogs Blogs Blogs BlogsPress &Analysts Industry Associations Other Vendors

Aligning Content to the Buying Process Attract = Research Engage = Consideration Nurture = Evaluation Convert = Selection

SimpleExample

Crossing the Chasm

From Early Adoptersto Mainstream MarketsA critical phase inthe lives of manypromising companiesWe have a certain amount ofexperience of the process…

Our Target Audience The Chief Executives of B2B focused technology companies who were familiar with the concept and were trying to “Cross the Chasm”… …or were worried they might have fallen into it

Laying the Foundations Thematic web page Clear Call to Action

Blogging Syndication

Twitter

Keyword Performance

on GoogleImmediately under the Amazon ad for the book…

Dramatic Lead Growth Chasm Campaign

OutcomesWebform 37.4% conversion rateEmail 24.5% open rate 35.7% click rateBlog 36% increase in subscribers

a·∙gil·∙i·∙ty [uh-‐jil-‐i-‐tee] noun 1. the power of moving quickly and easily 2. the ability to think and draw conclusions quickly 3. the ability to take integrated ac:on quickly

Tomorrows competitive advantage? Learning and doing faster than your competition

Technology no longer a barrier… Under £300/month …to competing at the speed of thought

My Conclusion? Integrated Inbound Marketing can enable any smart organisation to compete on the basis of agility Bob Apollo INFLEXIONPOINT

Feeling Sociable? Twitter: bobapollo Email: bob@inflexion-point.com Blog: www.inflexion-point.com/blog LinkedIn: http://uk.linkedin.com/in/bobapollo LinkedIn Group: B2B Sales and Marketing

One More Thing…Take our B2B Sales +Marketing Health Check B2B Sales + Marketing Health Check Online Questionnaire Industry Best Practices 10-15 minutes to complete How effectively is your organisation implementing the latest best practices? http://www.inflexion-point.com/healthcheck/

Presentation at Funnel 2011

by Inflexion-Point Strategy Partners on Nov 02, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 153

Statistics

Presentation at Funnel 2011 — Presentation Transcript

http://www.inflexion-point.com	144
http://www.linkedin.com	9