Aligning Your Sales Process With The New Buying Process: An Inbound Overview
Aligning Your Sales Process WithThe New Buying Process:An Overview Of Inbound Marketing Data-driven growth solutions using inbound marketing
The Inbound Process……………………….. 1 Data-driven growth solutions using inbound marketing
The Buying Process Is ChangingToday’s buyer processes an enormous amount of pre-purchase information. Buyers consumed twice asmuch pre-purchase information in 2011 compared to 2010Source: Google’s Zero Moment of Truth Study Data-driven growth solutions using inbound marketing
How Are Buyers Conducting Research? How buyers do pre-purchase research 31% Read product reviews online 36% Sought information from sellers website Comparison shopped online 38% Talked with friends and family 49% Searched online with a search engine 50% Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 Data-driven growth solutions using inbound marketing
Buyers Connect With Sales LaterImage and data courtesy of the Corporate Executive Board: New Decision Timeline Data-driven growth solutions using inbound marketing
Inbound Marketing ProcessInbound marketing syncs your selling process to the buying process Data-driven growth solutions using inbound marketing
Lead Generation Process Data-driven growth solutions using inbound marketing
Inbound Funnel Data-driven growth solutions using inbound marketing
Inbound Goal Setting Process Data-driven growth solutions using inbound marketing
What You Can Expect From Inbound Increase in Leads 80 70 60 50 40 30 20 10 0 Mth 3 Mth 4 Mth 5 Mth 6 Mth 7 Mth 8 Mth 9 Mth 10 Mth 11 Mth 12 2 Starting Leads 10 Starting Leads Source: 2013 MIT Study of customers implementing HubSpot inbound marketing software Bend the curve – use analytics to improve conversion ratio, nurture leads Data-driven growth solutions using inbound marketing
What You Can Expect From Inbound Increase in Web Traffic 1200 1000 800 600 400 200 0 Mth 3 Mth 4 Mth 5 Mth 6 Mth 7 Mth 8 Mth 9 Mth 10 Mth 11 Mth 12 100 Starting Visitors 500 Starting Visitors Source: 2013 MIT Study of Customers Implementing HubSpot inbound marketing software Bend the curve – blog more frequently and promote through social media Data-driven growth solutions using inbound marketing
What You Can Expect From Inbound Highlights From MIT StudyWeb Traffic• 92.3% of customers have experienced an increase in traffic• 29.8% of customers reported an increase of more than 100% of traffic• 85.0% of customers that saw a traffic increase noted that it began within 7 months or less, with 64.8% of customers seeing an increase within 4 months.Leads• 92.7% of customers have experienced an increase in leads• 38.4% of customers reported an increase of more than 100% in their leads• 83.9% of customers who saw an increase in leads noticed it within 7 months of using HubSpot, with 65.2% of customers seeing an increase within 4 monthsCustomers• 49.2% of customers experienced a higher lead-to-sales conversion rate, with 29.4% of customers noticing a “Slightly Higher Rate (1-25%)” of conversion. (Respondents said that leads converted to sales 1-25% faster.)• 49.7% of customers who saw an increase in actual sales noticed it within 7 months Data-driven growth solutions using inbound marketing
You Must Align Sales And Marketing• Unless you are an e-commerce company, sales will have to close the lead• Sales-qualified leads have completed 57% of their sales process – they require a different sales approach• Integrate inbound lead generation channel with other lead generation channels Data-driven growth solutions using inbound marketing
Rapidan StrategiesRapidan Strategies is an inbound marketing and social media marketingconsultant located in Fairfax, VA. We help customer integrate inboundmarketing programs into their sales process using the HubSpot all-in-oneinternet marketing software platform. We are a HubSpot certified partner. Data-driven growth solutions using inbound marketing
Rapidan Strategies Business PhilosophyRapidan Strategies was formed in 2012 by John Beveridge after a 25-yearcareer in the management consulting industry. John formed RapidanStrategies to help SMB companies adapt their sales processes to the newbuying process. We are not traditional marketers. We are business peoplefocused on growth – both for our own company and for our customers. Weuse a data-driven approach to growth. We measure everything. If it works,we do more of it. If it doesn’t, we either drop or change the tactic. We use alean process that constantly optimizes tactics and processes based on dataanalytics. Data-driven growth solutions using inbound marketing
Rapidan Strategies Collaborative Business ModelWe are specialists in inbound marketing strategy and execution. We deliverthe right services for specific situations through a collaborative network ofstrategic partners. We know these partners well and they know the inboundmarketing process well. Here are some of our partners.Branding and design• BrandwiseWeb design• Inbound Design Studio (specializing in WordPress and HubSpot CMS)• Savvy Panda (award-winning Joomla specialist)Sales Assessment and Optimization• The RainMakerMaker – Rick Roberge Data-driven growth solutions using inbound marketing
Inbound Goal Setting Process What is a SMART Goal? Specific Measurable Achievable Realistic Timeline
Inbound Goal Setting Process Questions to Establish Goals1. What is your top priority this year?2. How much revenue did you generate in 2012?3. What is your revenue goal for 2013?4. How many customers do you have today?5. How many new customers do you need this year?6. Are you expanding the products or services that you offer?7. How many leads do you need to hit your revenue goal?
Inbound Goal Setting Process Goal-Setting Statement• The goal of our company is to generate $_________ monthly revenue by _________________ (month/year).• The goal of our company is to grow ______% in the next ___ months by acquiring _____ more customers who generate ________ revenue for the year.• Non-monetary goals include _____________, ____________, and _______________ . (improve service levels, lead generation, infrastructure expansion.)
Inbound Goal Setting Process Establish A Plan To Achieve Your Goals1. What specific marketing activities did you undertake last year?2. What worked and what didn’t?3. What do you plan to change to generate more revenue this year?4. Are you open to thinking differently this year about how you market your business?
Inbound Goal Setting Process Sample Plan StatementIn order to achieve our revenue and customer goals, we need todo the following:1. ___________________________________; and2. ___________________________________; and3. __________________________________
Inbound Goal Setting Process What challenges are holding you back?1. Given the plans we have in place to achieve our goals, these are the things that are standing in our way: _________________, _______________ and _________________.2. This is different than previous years because _____________ and ________________________________3. Our one biggest challenge is ______________________ .
Inbound Goal Setting Process Key questions to establish your timeline?1. What is the deadline to hit this goal to be considered successful?2. At what point can you tell that you can’t make it?