The Inbound Revolution - Funnel 2011

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Bob Apollo's presentation at Funnel 2011 in London. Demonstrates how and why focus, agility and attractive content is far more important than the size of your budget when it comes to effective B2B Sales and Marketing.

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The Inbound Revolution - Funnel 2011

  1. 1. 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
  2. 2. In  The  Years   Prior  to  the    Revolu3on…  
  3. 3. Customers  relied  on    vendors  (and  their  salespeople)  for  informa3on  
  4. 4. Occasionally,   they  even     trusted   what  they   said…  
  5. 5. What  choice   did  they   have?  
  6. 6. It  used  to  be  that  Big  Budgets  =  Best  Results  
  7. 7. But  now…  Technology  has  levelled  the  landscape  
  8. 8. Barriers  to  Technology  Adop:on   Big  Customers   Big  Vendors   Big  Budgets   Big  Projects   Big  Barriers  
  9. 9. The  Democra:sa:on  of  Technology  
  10. 10. Now   w e   c an   l eave  the   B ig   B udgets…   …to  the  Mad  Men   (and  Women)  
  11. 11. It  doesn’t  maIer  how  big  we  are…   …It  maIers  how  smart   and  agile  we  can  become  
  12. 12. 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  
  13. 13. The  Revolu:on  in  Buying  Behaviour  
  14. 14. The  Revolu:on  in  Buying  Behaviour   Hate   being   sold   to  
  15. 15. The  Revolu:on  in  Buying  Behaviour   Hate   Appreciate   being   learning   sold   something   to   useful  
  16. 16. The  Revolu:on  in  Buying  Behaviour   Filter   out   sales   pitches  
  17. 17. The  Revolu:on  in  Buying  Behaviour   Filter   Seek   out   out   sales   relevant   pitches   informa:on  
  18. 18. Resent  interrup:ons  Distrust  adver:sing  Avoid  cold  calls  Block  spam  
  19. 19. 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  
  20. 20. PRE-­‐REVOLUTION                        POST  REVOLUTION   THEN   COLD  CALL   ADVERTISE   EMAIL  SPAM   DIRECT  MAIL   OUTBOUND  
  21. 21. PRE-­‐REVOLUTION                        POST  REVOLUTION   THEN   NOW   COLD  CALL   BLOG   ADVERTISE   FREE  STUFF   EMAIL  SPAM   GOOGLE   DIRECT  MAIL   SOCIAL   OUTBOUND   INBOUND  
  22. 22.                  FROM  PUSH                                                    TO  PULL   THEN   PUSH   SHOTGUN   RENT  LISTS   BUDGET   OUTBOUND  
  23. 23.                  FROM  PUSH                                                    TO  PULL   THEN   NOW   PUSH   PULL   SHOTGUN   SEGMENT   RENT  LISTS   BUILD  LISTS   BUDGET   BRAINS   OUTBOUND   INBOUND  
  24. 24. REPEL  
  25. 25. REPEL   ATTRACT  
  26. 26. How  can  we  aTract    more  of  the  right  sort     of  prospects?  
  27. 27. Saying  Something  That  Resonates  With  Them  
  28. 28. Using  Words  They  Are  Comfortable  With  
  29. 29. GeVng  Found  Where  They  Are  Looking  
  30. 30. Taking        them  on  a  Journey  
  31. 31. Making  every  conversa3on   a  learning  opportunity   …for  everyone  involved  
  32. 32. Ar3cula3ng  a  Dis3nc3ve  Point  of  View  
  33. 33. Delivering  a   Stream  of   Value  
  34. 34. KeyBuilding Blocks
  35. 35. Ideal  Customers   SITUATIONAL   BEHAVIOURAL   ENVIRONMENTAL   ORGANISATIONAL  
  36. 36. Key  Stakeholders  Roles,  Concerns  and  Mo:va:ons  
  37. 37. Issues,  Trends  and  Trigger  Events  
  38. 38. Naviga:ng  the  BuyerSphere   Colleagues & Associates Blogs Blogs Blogs BlogsPress &Analysts Industry Associations Other Vendors
  39. 39. Aligning  Content  to  the  Buying  Process   Attract = Research Engage = Consideration Nurture = Evaluation Convert = Selection
  40. 40. SimpleExample
  41. 41. Crossing the Chasm
  42. 42. From Early Adoptersto Mainstream MarketsA critical phase inthe lives of manypromising companiesWe have a certain amount ofexperience of the process…
  43. 43. 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
  44. 44. Laying the Foundations Thematic web page Clear Call to Action
  45. 45. Blogging Syndication
  46. 46. Twitter
  47. 47. Keyword Performance
  48. 48. Page 1 on GoogleImmediately  under  the  Amazon  ad  for  the  book…  
  49. 49. Dramatic Lead Growth Chasm Campaign
  50. 50. OutcomesWebform 37.4% conversion rateEmail 24.5% open rate 35.7% click rateBlog 36% increase in subscribers
  51. 51. 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  
  52. 52. Tomorrows competitive advantage? Learning and doing faster than your competition
  53. 53. Technology no longer a barrier… Under £300/month …to competing at the speed of thought
  54. 54. My Conclusion? Integrated Inbound Marketing can enable any smart organisation to compete on the basis of agility Bob Apollo INFLEXIONŸPOINT
  55. 55. 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
  56. 56. 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/

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