IT’S TIME TO TRANSFORM YOUR MARKETING Planning for 2013 How to Use Inbound Marketing to Improve Lead GenerationReed Overfelt, CEO – FullQuota Prepared by FullQuota on behalf of Microsoft
Technology companies have historically relied ontraditional marketing tactics like trade shows, webcasts, direct mail and email.
Your buyer has changed.Disclaimer: Use of social media company icons is for instructional purposes only and in noway implies an association or partnership with any of the individual companies, or approval,sponsorship, or endorsement by any of the individual companies.
Today, buyers have moreinformation thanever before to guide theirdiscovery and evaluation ofyour products and services
Buyers enter the sales processunderstanding… Problem Answer Cost Before
Yesterday’s approach:“GET IN THEIR FACE”when they’re not looking.Today’s approach:“GET FOUND”when they are looking.
Get inside your customer’s head Concerns - Hate being sold to - Find it offensive to give name and email - Don’t want to get spam sales emails - Don’t have time to teach a sales person about their business problems
Understand what motivatesthem Concerns Motivations - Want to solve my problem - Education - Data/information reports - Recommendation from a peer - Meeting other people like me that have insights to share
Create a solution that enticesthem and addresses their concerns Concerns Entice & Address Concerns - Tell them – in simple terms – what you offer and how it addresses their business problem. - Provide customer testimonials, address vendor risk. - Offer free “fit” assessments, address product viability and fit concerns. - Provide demos and paid trials to prove value.
TOFU in a nutshell 2. Optimizing 1. content 3. Creating Promoting content Content
Make stuffpeople want…Start creating & publishing content that isthat is meaningful and relevant to yourtarget buyer:• Up-to-the minute blog articles• Hard facts• Industry research, reports, & studies• Educational content
• The more we give, the more we’ll get.Be generous. • Increase # of pages and inbound links. • Build trust, credibility and good will.
Be consistent. Daily executive article summaries (blog) Weekly executive newsletter Monthly e-books, reports and white papers Quarterly webinars
2 Optimize “6 RETAIL TRENDS you MUST understand & embrace.” vs. “Retail Trends”
When content is really good, peoplewant to link to it.
So, if you want more links… Create content worth linking to!
3 Promote Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
MOFU in a nutshell 2. 1. Nurture Convert traffic prospects into leads 3. into prospects Qualify leads into sales opportunities
Converting is allabout helpingpotential prospectstake action.
Give great directions. ?Create:• Relevant websites & landing pages• Clear calls to action• Compelling offers
Create clear, relevant websites What is it? Who is it for? What’s in the box?Example: Avanade ERP for ConstructionMicro Website
Clear calls-to-action How do I get it?Example: Avanade ERP for ConstructionMicro Website
Compelling offers… What is it? What do I get?What do I need to do?
Nurturing is all aboutguiding prospects fromgeneral awareness toactively considering yourproducts and services.
Creating, optimizing, and promotingexceptional and unique content arealso the keys to nurturingprospects into leads
Remember! Your buyer has changed. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.