www.contentmarketingblueprint.com
CMB Partner Office Hours
How to get sales and marketing
speaking the same language.
Ever...
www.contentmarketingblueprint.com
Max Traylor
VP Business Development at
Content Marketer’s Blueprint
Director of Client S...
www.contentmarketingblueprint.com
Jason Swenk
Digital-preneur
https://twitter.com/jswenk
https://www.linkedin.com/in/jaso
...
www.contentmarketingblueprint.com
What is the CMB Community?
A team of inbound marketing agencies that sell and deliver se...
www.contentmarketingblueprint.com
Today’s Schedule
15 minutes: Presentation
20 minutes: Open discussion
www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• ...
www.contentmarketingblueprint.com
Today’s Topic:
Get marketing and sales speaking the same language.
www.contentmarketingb...
www.contentmarketingblueprint.com
The disconnect with
most companies.
www.contentmarketingblueprint.com
Typical Inbound Process
(Static)
Planning
• Buyer persona research
• Content marketing p...
www.contentmarketingblueprint.com
Remember, inbound is a
process that requires
constant improvement.!
www.contentmarketingblueprint.com
Evolving Inbound Process
Planning
MarketingSales
www.contentmarketingblueprint.com
What is the common language?
Everyone needs to understand how
buying decisions are made!...
www.contentmarketingblueprint.com
Marketing and sales can
speak “buyer persona”.
www.contentmarketingblueprint.com
Research drives marketing
Interview with the buyer persona
and members of sales.
 Initi...
www.contentmarketingblueprint.com
Marketing caters to the buying
process.
Website design
Content
Marketing
Strategy
www.contentmarketingblueprint.com
Sales provides feedback on the
buying process.
One of four things can happen
when sales ...
www.contentmarketingblueprint.com
Dropdown options in CRM
Win
 Success factors
 Decision criteria
Loss
 Success factor
...
www.contentmarketingblueprint.com
Next Session: Tuesday May 6th @
3:00 PM
“12 Surefire Strategies that can get your
Digita...
Upcoming SlideShare
Loading in …5
×

How to get sales and marketing to speak the same language.

344
-1

Published on

Your company's inbound marketing engine will need constant improvement. You have researched how buyers are making purchasing decisions, you modeled that process using content, but sales needs to be able to give you feedback when it comes time to close the new inbound leads into customers.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
344
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to get sales and marketing to speak the same language.

  1. 1. www.contentmarketingblueprint.com CMB Partner Office Hours How to get sales and marketing speaking the same language. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Max Traylor VP Business Development at Content Marketer’s Blueprint Director of Client Services at Innovative Marketing Resources +MaxTraylor Linkedin/in/maxtraylor
  3. 3. www.contentmarketingblueprint.com Jason Swenk Digital-preneur https://twitter.com/jswenk https://www.linkedin.com/in/jaso nswenk https://plus.google.com/u/0/+Jas onSwenk01
  4. 4. www.contentmarketingblueprint.com What is the CMB Community? A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint
  5. 5. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: Presentation 20 minutes: Open discussion
  6. 6. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  7. 7. www.contentmarketingblueprint.com Today’s Topic: Get marketing and sales speaking the same language. www.contentmarketingblueprint.com
  8. 8. www.contentmarketingblueprint.com The disconnect with most companies.
  9. 9. www.contentmarketingblueprint.com Typical Inbound Process (Static) Planning • Buyer persona research • Content marketing plan Marketing • Create content to attract • Nurture leads Sales • Follow up with leads • Close some / Lose some
  10. 10. www.contentmarketingblueprint.com Remember, inbound is a process that requires constant improvement.!
  11. 11. www.contentmarketingblueprint.com Evolving Inbound Process Planning MarketingSales
  12. 12. www.contentmarketingblueprint.com What is the common language? Everyone needs to understand how buying decisions are made!  Initiative  Success factor  Perceived barriers  Decision criteria  Buyer’s journey Image Credit: Buyer Persona Institute
  13. 13. www.contentmarketingblueprint.com Marketing and sales can speak “buyer persona”.
  14. 14. www.contentmarketingblueprint.com Research drives marketing Interview with the buyer persona and members of sales.  Initiative  Success factor  Perceived barriers  Decision criteria  Buyer’s journey Resources:  Buyer persona institute  Content Marketer’s Blueprint questionnaire
  15. 15. www.contentmarketingblueprint.com Marketing caters to the buying process. Website design Content Marketing Strategy
  16. 16. www.contentmarketingblueprint.com Sales provides feedback on the buying process. One of four things can happen when sales gets a lead from marketing:  Win  Loss (to a competitor)  Suspended (no decision)  Abandon (not the right lead) Design the feedback loop in CRM
  17. 17. www.contentmarketingblueprint.com Dropdown options in CRM Win  Success factors  Decision criteria Loss  Success factor  Decision criteria Suspended  Decision Criteria  Perceived Barriers Abandoned  Not the right fit (quality)  Unresponsive (sales process)
  18. 18. www.contentmarketingblueprint.com Next Session: Tuesday May 6th @ 3:00 PM “12 Surefire Strategies that can get your Digital Agency "UNSTUCK" and more PROFITABLE.” Sign up at: www.contentmarketingblueprint.com/2014-webinars

×