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Webinar How the ‘Inbound World’ has Changed Marketing and Sales

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Slides from out May 28th Webinar on how Inbound Marketing has changed sales and marketing.

Slides from out May 28th Webinar on how Inbound Marketing has changed sales and marketing.

Published in: Software, Technology, Business

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  • Neal joined Maximizer in 2011 to lead corporate marketing strategy, demand generation efforts and inbound content marketing programs. Neal has 15 years of experience in marketing technology solutions across all sizes of organizations from SMB to Fortune 500 organizations and across all industries. Neal is most passionate about connecting the value of CRM to the measurable results experienced by Maximizer CRM customers. Neal can also be found sharing his thoughts across webcasts and the blogs on topics ranging from digital marketing best practices, the power of marketing automation and all things related to B2B technology marketing.
  • Snowball effect….tipping point….exponential rate.
  • Cheaper marketing strategies to the left.
    SMB’s can compete more effectively in the inbound world.
  • Prior to using the HubSpot software, FireRock focused all of their marketing resources on print advertising. Even though they had invested a lot of money in flyers and magazine and newspaper ads, they were unable to track whether these ads were actually making it into people’s hands
  • Transcript

    • 1. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Neal Cranna Director of Marketing Maximizer CRM ncranna@maximzier.com @nealcranna
    • 2. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Agenda • Understanding the Inbound Shift • The new sales reality • Shifting to Inbound Marketing • Overview of the Maximizer: Hubspot Connector
    • 3. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Today’s Speaker Neal Cranna Maximizer CRM Marketing Director
    • 4. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The Shift…. Customers & Prospects. Sales Professionals. Marketing Strategy A new Inbound reality
    • 5. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Changes in Consumer Attention vs THEN. NOW.
    • 6. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM You don’t find customers anymore. They find you.
    • 7. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 8. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The customer is in control.
    • 9. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 10. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 11. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM What buyers DO NOT want from You • To be treated like a number everyone else • To hear you claim the technical superiority or benefits of your product/service • To have you withhold information • To not be in control of the conversation • Be forced into your sales process
    • 12. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Sales needs to change, too. Consumer behavior has changed…
    • 13. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The Sales Shift • Directed the sales discussion • Set the timelines • Used our process • Shared the information we wanted to share • Focused on getting to the ultimate decision maker only • Customers started the discussion • Prospects selected their area of interest • Customers have their own timeline • Customers have there own buying process • Have already gathered information and options
    • 14. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM What buyers DO want from You • Someone to help fill in the pieces • Someone to ask them the right questions • Someone to make them feel important • Someone that builds a true business relationship • Someone that isn’t scared to offer advice and challenge assumptions
    • 15. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Shifts in sales behavior • Excel at building relationships early in buying process • Engaging the prospect by adding value • Context and Content • Quality of engagement will impact lead conversion to sales opportunity • Email exchanges and calls need to be better • Buyers are more demanding and need engagement
    • 16. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Shift to ‘consultative’ selling • Listen more than they talk • Know how to ask great questions • Become the value that the prospect cannot get anywhere else • Create a “comfort level” for the prospect that enables them to make a decision
    • 17. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM CHANGE SALES IMPACT The end of EXTRA cold calling No more SPAM emails and list calling Inbound prospects are “in the know” Sales reps will spend less time talking about the product and your company Prospects need solutions Sales reps will spend more time solving problems Inbound leads typically come in further down the decision path Engage top level leads sooner. The questions asked are more specific Sales reps must be very familiar with both PROBLEMS and your product/solution Increased amount of background can be gathered on a lead. Social and analytics. Sales reps will be able to see detailed information and get real time notifications of actions taken
    • 18. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Boring Definition Inbound Marketing is a holistic, data-driven approach to marketing that ATTRACTS individuals to your brand and CONVERTS them into lasting customers.
    • 19. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Don’t interrupt what people want to consume.
    • 20. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Be what they want to consume.
    • 21. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 22. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 23. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Inbound Marketing Methodology Analyze Get Customers Get Traffic Get Leads
    • 24. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Building Compelling Content Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
    • 25. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Answer questions and guide the journey.
    • 26. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 27. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Content in Context By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.
    • 28. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Inbound Components
    • 29. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 30. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 31. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Lower Cost of Inbound
    • 32. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Example in action. • US. Insurance blogger FireRock manufactures high quality pre-engineered masonry products, including indoor and outdoor fireplaces, chimneys, outdoor ovens, and firepits. Depended on direct mail, catalogues and print advertising
    • 33. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 34. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The Inbound World: Where to Start? 1) Create Buyer Persona(s) • ‘Real’ profiles of who makes the best customer 2) Start defining the questions • Imagine being a fly on your prospects wall • What are they trying to solve? What would add value? 3) Start creating content and engage • Answer your prospects questions • Add value to there selection process >> Remember the first 60% 4) Define a delivery platform • This has never been more affordable • Blog – Web – Social Technology?
    • 35. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
    • 36. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM All-in-One Inbound Marketing SAAS
    • 37. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM A common story
    • 38. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Begins with the online journey
    • 39. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Increased Lead Quality
    • 40. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM More engaging conversations
    • 41. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Shortened sales cycles
    • 42. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Amplify Marketing Efforts
    • 43. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Maximizer Case Study - Hubspot • Amplify marketing efforts with flat budget • Expand presence in competitive segment • Increase inbound leads quality • Accelerate efforts with smaller team
    • 44. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Tracking Results Inbound Web Metrics • 13% increase in traffic, • 20% increase in Unique visitors • 19.2% increase in page per visit Blog Visits • Monthly growth – 175 visits to 2500 • 73% NEW Visitors • 400 lead conversions after a blog visit
    • 45. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Tracking Results Lead Quality • Invalid leads down - 73%, • Sales lead retention up - 52% Cost/Time Savings • Marketing Headcount – Down 33% • Metrics Admin – Saving 16 hrs. per month
    • 46. Hubspot Contact
    • 47. Hubspot Contact Details
    • 48. Lead in Maximizer
    • 49. Connector Analytics
    • 50. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Standard Connector Features  Faster lead follow up with engaged prospect. Improved close rates.  Marketing can track ROI on programs that create the most customers.  Sync the right leads and contacts in either direction
    • 51. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Standard Connector Features  Shorten sales cycles and increase close rates by engaging prospects at the right time.  Increased sales efficiency, faster sales cycles and improved close rates.  Marketing can focus resources on activities that generate the best results.
    • 52. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Neal Cranna ncranna@maximizer.com @nealcranna Ready to chat with Maximizer and Hubspot? http://www.maximizer.com/hubspot-inbound/
    • 53. Lead in Maximizer
    • 54. Opportunity Creation
    • 55. Opportunity is Won in Maximizer
    • 56. Sync of Closed Opportunity