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Bob Apollo's 1st November 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 ...

Bob Apollo's 1st November 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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Presentation at Funnel 2011 Presentation at Funnel 2011 Presentation Transcript

  • 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  
  • 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
  • Page 1 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 INFLEXIONŸ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/