Don’t call them, they’ll call you (really!)Why you need to move from outbound to inbound marketing
About RPM RPM is a marketing and sales consultancy based in  Los Angeles. We focus on SoCal. Our most important practice...
Your presenterChristophe Cremault is a Partner at RPM and the founder and CEO of UrbiCast; both firmswork closely together...
Agenda1.   Why the shift exists2.   Differences3.   How outbound fails4.   Why change5.   How to implement                ...
Takeaways Your buyers have changed how they  buy. If you’re not with them, they’ll do  without you It’s all about conten...
Why the shift exists?Buyers now drive the sales process because: Most folks don’t really like sales people –  until they ...
Differences          Outbound                 Inbound   “Push” messages to       Respond to requests    audiences   Int...
Why outbound fails        I can’t hear youuuuu!        210 million numbers in DNC database        91% have unsubscribed ...
Why move to inbound? Outbound is failing. Fast (low ROI) Inbound works and pays off   Ú # qualified leads   Ú lead qua...
How to implement?1. Build client-centric framework   1. Map buyer(s) journey(s) with needs   2. Design a roadmap for buyer...
No                                                            pr o                                                        ...
Need                                                      Content                                                      Req...
Leads: definition and process                                                    Sales funnel                             ...
Lead score                 Add                       Subtract   Visit web site             No web site visit in x days ...
Lead segmentation Market segment (SMB, enterprise,  government, etc.) Position in buyer network (tech, fi,  legal, HR, e...
(simplified) Marketing Refinery            Target Market                       Know have problem             Don’t        ...
Marketing Refinery = change                Marketing Calendar                          Marketing RefineryNewsletterEmail B...
Automate Marketing automation makes inbound marketing  possible and cost effective MA tracks how users interact with con...
MA Vendors   Aprimo   * Eloqua   Genius   Neolane   Manticore   Market2Lead   * Pardot   * Silverpop   Unica     ...
Measure   Campaign effectiveness / ROI   Lead score correlation   Multi-touch point analysis   Content effectiveness ...
Conclusion Your buyers have changed how they  buy. If you’re not with them, they’ll do  without you It’s all about conte...
“Marketing Solutions Today for Tomorrow’s Challenges”         www.radixpromotionsandmarketing.com
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Don't Call Them, They'll Call You (Really!)

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Marketing has been turned on it's head - why you need to move from outbound to inbound marketing. In this highly informative webinar, we will focus on Business to Business (B2B) and high consideration B2C organizations. We'll explore how Internet marketing has transformed the way businesses market and sell. You will discover how your own business can leverage internet marketing to improve marketing and sales processes and increase revenue and profitability.

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  • We’ll spend most our time in implementation
  • - No numbers on qualified leads and lead quality because everyone has different needs. Case studies are all over the place because every situation is unique. At the end what matters is the financial aspects: How much do I need to spend in sales and marketing to grow at x% per year?- Change:Gas guzzler analogy and tires
  • Build client-centric frameworkMap buyer(s) journey(s) with needsSeveral buyers (roles), several segments, several journeysWhat do they need, whenDesign a roadmap for buyer with needs, requests and responsesHow will they address their need, find the answer?What form should our answer be?What should the content be?Develop contentAlign sales and marketing on lead definition, score, processesMove marketing to refinery modelAutomateMeasure and improve
  • NOT a classic marketing funnel, certainly NOT a sales funnelUsually, vendors have no visibility inside journey until very late
  • Content: web contentWhite paperSeries of 4 relevant emailsRecorded webinarVideo testimonialNewsletterLive webinarROI calculatorCase studyConfiguration toolAnalyst reportTrade showRoad show… sales call
  • Don't Call Them, They'll Call You (Really!)

    1. 1. Don’t call them, they’ll call you (really!)Why you need to move from outbound to inbound marketing
    2. 2. About RPM RPM is a marketing and sales consultancy based in Los Angeles. We focus on SoCal. Our most important practice is Marketing Automation  Diagnostic and planning  Design, build, and implement processes  Sales/Marketing alignment  Technology selection, installation and optimization  Campaign and content development  Metrics analysis Marketing Solutions Today for Tomorrow’s Challenges
    3. 3. Your presenterChristophe Cremault is a Partner at RPM and the founder and CEO of UrbiCast; both firmswork closely together.Cremault has spent the last 14 years improving sales and marketing of clients of all sizes andindustries by leveraging the internet to grow their business.Clients included JC Penney, Coach, Toys R Us, Walmart, Pottery Barn, BassPro, Thornton, Williams-Sonoma, Home Depot, Patagonia, Frontgate, JJill, Jos. A.Bank, Talbots, Brooks Brothers, Toshiba, LEGO, SONY, Dow Jones, Lexis-Nexis, WashingtonMutual, TD Waterhouse, Starwood Hotels, Trident Capital, Citibank, Bankshares, FranchiseMaster, Seattle Times, GE Capital, Thomson Financial, webloyalty.com, ClarkSecurity, Practising Law Institute, FoodFit, MusicSpace, Razor and Tie, World CommerceOnline, Floramall, Vitamin Shoppe, Chase, Rand McNally, Tumi Luggage, etc.Prior to that, Cremault spent over 10 years in management and IT consulting to Global 5000.His clients included South New England Telephone, JP Morgan, Total Petroleum, Bio MerieuxVitek, ICI Chemicals, US Chamber of Commerce, RalCorp, and others. Marketing Solutions Today for Tomorrow’s Challenges
    4. 4. Agenda1. Why the shift exists2. Differences3. How outbound fails4. Why change5. How to implement Marketing Solutions Today for Tomorrow’s Challenges
    5. 5. Takeaways Your buyers have changed how they buy. If you’re not with them, they’ll do without you It’s all about content and processes – and it’s a big change It can’t happen without automation You can’t get to target #s without analytics Marketing Solutions Today for Tomorrow’s Challenges
    6. 6. Why the shift exists?Buyers now drive the sales process because: Most folks don’t really like sales people – until they really need them The information they need is widely available The self-service model is more efficient The self service model generates better buying outcome Marketing Solutions Today for Tomorrow’s Challenges
    7. 7. Differences Outbound Inbound “Push” messages to  Respond to requests audiences Interrupt audiences  Be visible (SEM…) Slogan, pitch centric  Education centric Brand or buy  Gradual relationship messages Audiences  Individual leads Marketing Solutions Today for Tomorrow’s Challenges
    8. 8. Why outbound fails I can’t hear youuuuu!  210 million numbers in DNC database  91% have unsubscribed to opt-in newsletter  44% direct mail unopened  86% skip TV ads  % unsolicited sales calls you take – gladly?Buyers want to be educated, entertained. Not sold to. Marketing Solutions Today for Tomorrow’s Challenges
    9. 9. Why move to inbound? Outbound is failing. Fast (low ROI) Inbound works and pays off  Ú # qualified leads  Ú lead quality  Ø customer acquisition cost Typical RPM goals: -10% in 6 months, -20% in 12  Ú profitability BUT it’s a profound change Marketing Solutions Today for Tomorrow’s Challenges
    10. 10. How to implement?1. Build client-centric framework 1. Map buyer(s) journey(s) with needs 2. Design a roadmap for buyer with needs, requests and responses 3. Develop content2. Align sales and marketing on lead definition, score, processes3. Move marketing to refinery model4. Automate5. Measure and improve Marketing Solutions Today for Tomorrow’s Challenges
    11. 11. No pr o NO ble m aw PROBLEM Pro a re ble ne m ss aw ar e Re ne sea ss Bu rc h ild pro int ble ere m Re st i ear ns ch olv sol ing uti on typ Na es r ro Re wt sea ype rc h s De sol uti ter on mi ne s Bu rou ild gh RO ven do I r lo ng list Na r ro Re wl ist sea Re rc h sea ven rc h do the rs ir o ffe Bu r in ild gs RO Im od Bu el ild Buyer(s) journey(s) sho Co rt l nta ist ct v end Ask or s for pr o Eva po lua sal te pro po Sel sal ect s Ne fin go a lis tia t(s te ) con t ra c t( Clo s) se con tr a ct DEALMarketing Solutions Today for Tomorrow’s Challenges
    12. 12. Need Content Request Response NO PROBLEM No pr o ble m Pro aw ble a re ma ne ss A C B D wa Re r en sea ess rc h pro Bu ble ild int m ere Re st i ear ns ch olv sol ing Na uti r ro on wt typ ype es Re s sea rc h sol De uti on ter s mi ne Bu rou ild gh RO ven do I Na r lo r ro ng wl list ist Re sea F rc h E H G Re ven do sea rs rc h the Bu ir o ild ffe RO r in Im gs Bu od ild el sho rt l Co ist nta ct v end Ask or s for pr o Eva po sal lua te pro Sel po sal ect fin s a lis Ne t(s go ) tia te con Clo t ra se c t( con s) Need, request, response, content tr a ctMarketing Solutions Today for Tomorrow’s Challenges DEAL
    13. 13. Leads: definition and process Sales funnel MQLContact acquisition Qualification SQL Marketing Refinery Closed Marketing Solutions Today for Tomorrow’s Challenges
    14. 14. Lead score Add Subtract Visit web site  No web site visit in x days Click on ad  Bounces on ad Trade show contact  Does not open email Register for webinar  Balks at info request Downloads white paper  No show at webinar Provides some info  Etc. Subscribes Attends webinar Opens email Etc. Marketing Solutions Today for Tomorrow’s Challenges
    15. 15. Lead segmentation Market segment (SMB, enterprise, government, etc.) Position in buyer network (tech, fi, legal, HR, etc.) Product segment Geography Marketing Solutions Today for Tomorrow’s Challenges
    16. 16. (simplified) Marketing Refinery Target Market Know have problem Don’t Researching solution know Aware of brand Aware of product product / vendor Comfortable w/ have Comparing Social vetting vendors prob- lem LEADSMarketingprograms Marketing Solutions Today for Tomorrow’s Challenges
    17. 17. Marketing Refinery = change Marketing Calendar Marketing RefineryNewsletterEmail Blast Target MarketTrade showBuild new collateral Don’tProduct Launch Researching solution Know have know Aware of brand problem Aware of product Comfortable w/PR campaign have product / Comparing vendor vendors prob- vetting Social lemLead Gen 1 LEADS Push & pullLead Gen 2 programsLead Gen 3 Marketing Solutions Today for Tomorrow’s Challenges
    18. 18. Automate Marketing automation makes inbound marketing possible and cost effective MA tracks how users interact with content MA provides the right content to right user at right time MA nurtures a lead in marketing until it is sales ready MA lets you define campaigns that run by lead MA connects with CRM Marketing Solutions Today for Tomorrow’s Challenges
    19. 19. MA Vendors Aprimo * Eloqua Genius Neolane Manticore Market2Lead * Pardot * Silverpop Unica Marketing Solutions Today for Tomorrow’s Challenges
    20. 20. Measure Campaign effectiveness / ROI Lead score correlation Multi-touch point analysis Content effectiveness Sales conversion % estimates Etc.. Marketing Solutions Today for Tomorrow’s Challenges
    21. 21. Conclusion Your buyers have changed how they buy. If you’re not with them, they’ll do without you It’s all about content and processes – and it’s a big change It can’t happen without automation You can’t get to target #s without analytics Marketing Solutions Today for Tomorrow’s Challenges
    22. 22. “Marketing Solutions Today for Tomorrow’s Challenges” www.radixpromotionsandmarketing.com
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