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.

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CMB Partner Office Hours
How to get sales and marketing
speaking the same language.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Max Traylor
VP Business Development at
Content Marketer’s Blueprint
Director of Client Services at
Innovative Marketing
Resources
+MaxTraylor
Linkedin/in/maxtraylor

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Jason Swenk
Digital-preneur
https://twitter.com/jswenk
https://www.linkedin.com/in/jaso
nswenk
https://plus.google.com/u/0/+Jas
onSwenk01

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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

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Today’s Schedule
15 minutes: Presentation
20 minutes: Open discussion

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Topic:
Get marketing and sales speaking the same language.
www.contentmarketingblueprint.com

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The disconnect with
most companies.

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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

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Remember, inbound is a
process that requires
constant improvement.!

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Evolving Inbound Process
Planning
MarketingSales

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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

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Marketing and sales can
speak “buyer persona”.

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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

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Marketing caters to the buying
process.
Website design
Content
Marketing
Strategy

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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

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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)

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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