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Getting Sales
   Involved with
Inbound Marketing

    @TeamSpectate@karaszew2
Who am I?
            • Western NY, TCU Graduate

            • Managed ALDI Grocery Stores

            • Sold Web Content Management
            Systems

            • “Know you, like you, trust you”
The Agenda:
  Web 2.0 era sales explained
Convince your sales that it matters
Ways to leverage your sales team
 Maximize your inbound output
Old Sales vs. New Sales
The way Sales uses
      social




Companies & Contacts            Prospects’ personal
                                information


                 Blogging? Sharing? Engaging?
The way Marketing uses
social




                •Sharing
               •Engaging
              •Spreading
             •Collaborating
          •Thought leadership
        •Fostering relationships


                Time?
Pushback from
salesget paid to sell”
    Common responses:
    • “I
     • “I don’t have time”
     • “I’m not a good writer”
     • “How will this help me?”
Your move

    •Educate them!

    • Baby steps

    • Thought leadership, familiarity to
    improve their sales leverage

    • Address a common question in sales
    process

    • Ask them to do a webinar

    • Ego – you need their help

    • Excuses to reach out
MarketingSherpa 2012 Search Marketing Benchmark
Report - SEO Edition:

• 60% plan to increase their social media budgets

• 60% plan increases in landing page optimization

• 57% plan increases in SEO

• 41% plan increases in content marketing
All the cool kids are doing it…
The objective is to help Sales!
Getting Sales Involved with Inbound Marketing
What should I ask my Sales team to do?
• Extra listeners
   •Assign Google Alerts

   •TweetDeck or Twitter search

   •Conference hashtags

   •Join LI Groups

   •Size associated with prominence
Extra Labor:
•Max your bandwidth

•Content creation (blopos and webinars)

•SHARE!

•Comments on blogs, articles, LinkedIn discussions
Train your team




•Develop quick and agile strategy
•What’s the next step after white paper DL?
•Don’t be creepy on social
•When in doubt, be less sales-y
•APV – Always Provide Value
Inbound:Outbound::PeanutButter:Jelly

                   •Outbound is NOT dead

                   • Inbound is outbound

                   • Reuse Sales team’s content

                   • You’re behind the 8-ball
Spectate helps you to…

 • Drive better traffic through inbound
 marketing (SEO, content creation, social)

  • Optimize for more form conversions

• Track prospects and leads, while staying
              “top of mind”.

    • Nurture them down to the sale
Eric Karaszewski
Sales Executive
eric@spectate.com
@karaszew2


                      Questions?


    • Spectate.com – Centralized Inbound Marketing Software
    • facebook.com/SpectateWebMarketing
    • @teamspectate
    • linkedin.com/company/spectate-inbound-marketing
    •spectate.com/resources/blog/

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Getting Sales Involved with Inbound Marketing

  • 1. Getting Sales Involved with Inbound Marketing @TeamSpectate@karaszew2
  • 2. Who am I? • Western NY, TCU Graduate • Managed ALDI Grocery Stores • Sold Web Content Management Systems • “Know you, like you, trust you”
  • 3. The Agenda: Web 2.0 era sales explained Convince your sales that it matters Ways to leverage your sales team Maximize your inbound output
  • 4. Old Sales vs. New Sales
  • 5. The way Sales uses social Companies & Contacts Prospects’ personal information Blogging? Sharing? Engaging?
  • 6. The way Marketing uses social •Sharing •Engaging •Spreading •Collaborating •Thought leadership •Fostering relationships Time?
  • 7. Pushback from salesget paid to sell” Common responses: • “I • “I don’t have time” • “I’m not a good writer” • “How will this help me?”
  • 8. Your move •Educate them! • Baby steps • Thought leadership, familiarity to improve their sales leverage • Address a common question in sales process • Ask them to do a webinar • Ego – you need their help • Excuses to reach out
  • 9. MarketingSherpa 2012 Search Marketing Benchmark Report - SEO Edition: • 60% plan to increase their social media budgets • 60% plan increases in landing page optimization • 57% plan increases in SEO • 41% plan increases in content marketing
  • 10. All the cool kids are doing it…
  • 11. The objective is to help Sales!
  • 13. What should I ask my Sales team to do?
  • 14. • Extra listeners •Assign Google Alerts •TweetDeck or Twitter search •Conference hashtags •Join LI Groups •Size associated with prominence
  • 15. Extra Labor: •Max your bandwidth •Content creation (blopos and webinars) •SHARE! •Comments on blogs, articles, LinkedIn discussions
  • 16. Train your team •Develop quick and agile strategy •What’s the next step after white paper DL? •Don’t be creepy on social •When in doubt, be less sales-y •APV – Always Provide Value
  • 17. Inbound:Outbound::PeanutButter:Jelly •Outbound is NOT dead • Inbound is outbound • Reuse Sales team’s content • You’re behind the 8-ball
  • 18. Spectate helps you to… • Drive better traffic through inbound marketing (SEO, content creation, social) • Optimize for more form conversions • Track prospects and leads, while staying “top of mind”. • Nurture them down to the sale
  • 19. Eric Karaszewski Sales Executive eric@spectate.com @karaszew2 Questions? • Spectate.com – Centralized Inbound Marketing Software • facebook.com/SpectateWebMarketing • @teamspectate • linkedin.com/company/spectate-inbound-marketing •spectate.com/resources/blog/