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How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webinar Slides)
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How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webinar Slides)

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The way B2B decision makers purchase IT services has changed drastically during the past few years. If your IT business is still depending on word of mouth referrals and old-school interruption …

The way B2B decision makers purchase IT services has changed drastically during the past few years. If your IT business is still depending on word of mouth referrals and old-school interruption marketing, such as cold calling, rented lists, and trade show booths, you’re in for a rude awakening.

Today, nearly 60% of the typical B2B sales cycle is over before decision makers talk to any vendors. If your company gets found in those early searches, you have a great opportunity to advance your thought leadership and achieve trusted advisor status. However if your company is invisible early on, you will miss out on some of your best potential prospects who spend all day long asking Google, Bing, Yahoo, and Siri questions by the dozen.

From these webinar slides, you’ll learn:

* Why Inbound marketing makes your IT business relevant to the way that modern humans shop for goods and services
* How to build the foundation for success
* Why you must be able to build content at scale
* How you can evaluate if your competition is asleep at the wheel
* How to focus on goals with website traffic, leads, clients, and ROI
* Why you can’t afford for your marketing efforts to exist in disconnected silos
* The #1 reason why blogging fails and what you must do about it
* What Inbound marketing looks like
* Best practices for website traffic generation and lead generation
* How to close sales 23% faster with sales cycle acceleration strategies
And much more!

Study the Slides to Learn How to Get More High-Quality Leads and Close More High-Margin Sales!


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  • 1. How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales
  • 2. Presenters Jennifer Rossler Co-Founder and President of SP Home Run Inc. Joshua Feinberg Co-Founder and Chief Inbound Marketing Officer of SP Home Run Inc. Connect with Jennifer Rossler Follow @jenniferrossler Connect with Joshua Feinberg Follow @joshua_feinberg
  • 3. What You’ll Learn… • Why Inbound marketing makes your IT business relevant to the way that modern humans shop for goods and services • How to build the foundation for success • Why you must be able to build content at scale • How you can evaluate if your competition is asleep at the wheel #sphomerun
  • 4. What You’ll Learn… • How to focus on goals with website traffic, leads, clients, and ROI • Why you can’t afford for your marketing efforts to exist in disconnected silos • The #1 reason why blogging fails and what you must do about it • What Inbound marketing looks like #sphomerun
  • 5. What You’ll Learn… • Best practices for website traffic generation and lead generation • How to close sales 23% faster with sales cycle acceleration strategies • And much more! #sphomerun
  • 6. #sphomerun
  • 7. #sphomerun
  • 8. Housekeeping • Recording: Today’s webinar is being recorded. The recording and slides will be available next week and sent to all attendees. • Q&A: If you have questions during today’s webinar, please use the Questions panel in GoToWebinar. Time permitting, we’ll try to answer as many questions as possible towards the end of today’s webinar. #sphomerun
  • 9. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  • 10. Is Your Company Getting Found? Or Invisible? 57 percent of the typical B2B sales cycle is over before potential clients contact any vendor!
  • 11. Does Your Company Have a Sales Funnel? Source: Donovan Govan Source: Rob Boudon Or Does It Believe in Unicorns?
  • 12. Source: ABC Television
  • 13. Why Inbound Marketing Inbound marketing helps you • Attract the right strangers to your website • Turn strangers into website visitors • Convert website visitors into leads • Accelerate leads into clients • Delight clients so they become promoters
  • 14. Traffic Generation Attract the right strangers to your website Attract Visitors Convert Leads Close Clients Delight Promoters Inbound Methodology
  • 15. Lead Generation Convert your visitors into high quality leads Attract Visitors Convert Leads Close Clients Delight Promoters Inbound Methodology
  • 16. Client Generation Transform your leads into new clients Attract Visitors Convert Leads Close Clients Delight Promoters Inbound Methodology
  • 17. Return on Investment (ROI) Analysis “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker (1838 – 1922), father of modern advertising and a pioneer in marketing
  • 18. Source: Saucy Salad
  • 19. Source: Montgomery County Planning Commission
  • 20. Set SMART Goals • Specific • Measurable • Attainable • Realistic • Time bound Source: Andy Rennie
  • 21. Create Buyer Personas The foundation for remarkable marketing and sales content that resonates with the intended audiences Note: Most small IT companies with blogs skip this step and end up putting out crap that no one wants to read, let alone convert to a lead on.
  • 22. Research Keywords Find the opportunities to add valuable perspective to your ideal buyer’s searches Balance volume of monthly searches vs. level of competition
  • 23. Highly Personalized Content Accelerate the sales cycle with content for each • Buyer persona • Lifecycle stage
  • 24. Why Highly Personalized Content? Changes in modern buying habits – selective consumption – and the rise of Amazon, iTunes, and NetFlix make it impossible for a single eBook or two to make a dent in your lead generation
  • 25. Source: M Hooper
  • 26. More Web Pages  More Leads Companies with 100 to 200 pages generate 2.5x more leads than those with fewer than 50 pages
  • 27. Major inflection points at • 300 website pages • 1,000 website pages
  • 28. More Landing Pages  More Leads Companies see a 55% increase in leads by increasing the number of landing pages from 10 to 15
  • 29. Major inflection points at • 20 landing pages • 40 landing pages
  • 30. More Blogging  More Leads Companies almost double their monthly leads by increasing from 3-5x/month to 6-8x/month
  • 31. Major inflection point at 15+ monthly blog articles
  • 32. More Published Posts More Traffic Companies see a 45% growth in monthly traffic by increasing from 20 to 50 total published blog articles
  • 33. Major inflection points at • 100 published blog posts • 200 published blog posts
  • 34. More Published Posts More Leads Companies see continued lead growth with 100+ total blog articles published
  • 35. More Published Posts More Leads Companies with 200+ published blog articles have more than 5x the leads compared to companies with <10 total published blog articles
  • 36. Major inflection points at • 100 published blog posts • 200 published blog posts
  • 37. How Much Blogging is Too Much? Companies that blog at least twice a day have a 90% chance of acquiring clients from their website
  • 38. Source: Peter Mooney
  • 39. Source: Bengt Nyman
  • 40. Your Window of Opportunity Most organizations have aggressive growth goals of greater than 20 percent annually But have very conservative budgets of way less than 10 percent of desired revenue growth
  • 41. Source: shinya
  • 42. You Can’t Afford to Lose the Content Game Most organizations are missing out on opportunities to generate leads and nurture leads into clients due to enormous gaps in their content marketing programs
  • 43. Source: spcbrass
  • 44. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  • 45. Source: Stig Nygaard
  • 46. Real Issue #1: Generating high-quality leads Real Issue #2: Converting leads into clients Everything else is just a potential distraction and means to an end Two Real Issues: Emperor’s Clothes
  • 47. Keep Your Eye on the Ball
  • 48. 57% of the B2B decision making cycle is now over before any vendor is contacted. If you’re not in the content business, your company is invisible and irrelevant. Did You Know That…?
  • 49. During the 57% of today’s B2B decision making cycle that happens before any vendor is contacted, your buyers are “channel jumping” like crazy between Why? Websites Blogs Social Media Landing Pages Email Desktops/Notebooks Smartphones/Tablets Landlines In Person
  • 50. Source: dsearls
  • 51. Source: loufi Don’t waste time on finger-pointing between The “web guy” The “SEO guy” The “social media guy” The “PPC guy” Etc. Stop the Blame-Game
  • 52. IT Industry Has Long History of the Suite Crushing Standalone Parts Source: DuffiantSource: lpernity Source: lpernity
  • 53. IT Industry Has Long History of the Suite Crushing Standalone Parts Source: DuffiantSource: lpernity Source: lpernity Source: Stephen Edgar - Netweb
  • 54. Fragmented Marketing Kills ROI Source: lancefisher
  • 55. • Website traffic generation • Website lead generation • Website client acquisition/revenue generation • Website ROI analysis
  • 56. Source: HubSpot Inbound Methodology
  • 57. Select Excerpts Recently asked HubSpot’s top C-level execs and thought leaders for their most important Inbound marketing advice Recently asked HubSpot’s top C-level execs and thought leaders for their most important Inbound marketing advice
  • 58. “Get comfortable sharing useful information that is uncomfortably honest that you'd want to read yourself.” Dharmesh Shah, Chief Technology Officer & Founder HubSpot Cambridge, Massachusetts @dharmesh
  • 59. “A great blog that is helpful (not promotional) is the cornerstone of a basic inbound strategy. A blog powers SEO and social media.” Mike Volpe, Chief Marketing Officer HubSpot Cambridge, Massachusetts @mvolpe
  • 60. “The businesses that are the best educators will be the most successful in 2014. ” Mark Kilens, Leader of HubSpot Academy HubSpot Cambridge, Massachusetts @MarkKilens Picture Placeholder ~300x300
  • 61. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  • 62. Meet the Dashboard!
  • 63. Set SMART Goals!
  • 64. Conduct Persona Research! (Create Remarkable Content that Nails What Target Decision Makers Desperately Want to Read)
  • 65. Find the Right Keywords to Attract and Engage Your Personas! (Tightrope Act: Monthly Search Volume vs. Degree of Competition) # of Monthly Searches Degree of Difficulty to Rank on Page 1
  • 66. Social Sharing Icons # Lists for Skimmers Engaging CC Photo CTAs for Top of Funnel Offers CTA for Middle of Funnel Content
  • 67. Blog Post Repurposed into 18 Slide Presentation Deck Reinforces Company Branding Engaging Title Slide with Image 604 Views (includes Embeds) Search Engine Optimized Tightly Targeted CTA and Tracking Domain
  • 68. 18 Slide Presentation Deck Repurposed into Narrated Screencast Reinforces Company Branding Engaging Title Slide with Image 99 Views Search Engine Optimized Tightly Targeted CTA and Tracking Domain Recap Instrumental Version Picks Up Additional 60 Views
  • 69. Views Original Blog Post 157 Derivative SlideShare Presentation 604 Derivative Narrated Screencast Video 99 Derivative Instrumental Only Recap Screencast Video 60 Aggregate Views 920 Why? More Chances for Your Thought Leadership to Make It to Page One of Google, Even if Your Blog Doesn’t Have Thousands of Authoritative Inbound Linking Domains
  • 70. Different Sized CTAs for Different Places on Website CTA Dashboard monitors Views, Clicks, Click Through Rate %, Contacts Generated , and Conversion Rate%
  • 71. Upper Navigation Suppressed to Eliminate Distraction Landing Page for Top of Funnel Offer (Planning Guide) Form Properly Qualifies Leads (8 Fields) Links to Privacy Policy to Reassure Checkbox for Optional Newsletter Consistent Action Verbs Throughout Bullet Points with Page #’s Cover Image Engages Visitors
  • 72. Upper Navigation Returns Thank You Page for Top of Funnel Offer (Planning Guide) Form Properly Qualifies Leads (8 Fields) Pushes Leads Down the Sales Funnel with Reconversion Opportunities Middle of the Funnel Offer for 1 Hour Webinar Recording Bottom of the Funnel Offer for Needs Assessment Cover Image Engages Visitors Requires Valid Email Address to Get Guide
  • 73. Thank You Email for Top of Funnel Offer (Planning Guide) Permanent Inbox Real Estate Delivers on Landing Page Promise Tells How to and Reminds to Download Ensures that We Have Real Email Addresses Restates Benefits Pushes Leads Down the Sales Funnel with Reconversion Opportunity CAN SPAM Compliant
  • 74. Personas Remind Us that Different Decision Makers Have Different Goals, Behaviors, Pain Points, and Ways of Navigating the Buyer’s Journey Segmentation and Smart Lists Helps Personalize Once a Contact is Dynamically Added to a Smart List, It Can Trigger Workflow Automation (Especially Lead Nurturing), Lead Scoring, Social Media Monitoring, and Revisit Alert Email
  • 75. Promotes New Content Drives Website Revisits, and Reconversions Gathers More Lead Intelligence Accelerates Sales Cycles
  • 76. Email Marketing Used for a Very Specific Purpose with a Single SMART Goal 3 Links/ More CTAs Drive More Click Throughs Bold Bulleted List for Skimmers Image (Clickable) Used to Attract Attention
  • 77. Workflows Allow You to Automate When and How Contacts Are Accelerated Through the Sales Cycle with Contextually- Relevant Content
  • 78. As Leads Reconvert and Progress Down the Sales Funnel, Keep Asking More Questions to Better Qualify (Without Overwhelming on Initial Visit(s) Provides a Much Better User Experience Because Users Don’t Need to Re-Enter What HubSpot Already Knows
  • 79. Smart CTAs Leverage Smart List Membership and Segmentation to Better Target the User Experience Allows for Personalized Display of CTAs by (a) Sales Cycle Stage (b) PersonaIf You Know a Contact Has Already Converted on One Offer, Displays a CTA for a Different Offer Hyper-Targets and Prevents Annoying Visitors with Irrelevant Offers
  • 80. Huge Lever for Sales Cycle Acceleration Allows Your Sales Reps to Know Your Contacts Better Than They Know Themselves Includes Blogs, Forms, Emails, Social Media, Videos (Wistia), and Webinars (GoToWebinar) Combines What Contacts Have Told You About Themselves on Landing Pages with Their Behaviors on Your Website Facebook-Style Timeline
  • 81. Know When a Contact is Back on Your Website as This Often Indicates a High- Degree of Sales- Readiness
  • 82. Game-Changer for Sales Cycle Acceleration Real Time (Nearly) Notification of Website Visits, Email Opens, Salesforce Activity (New), and HubSpot Activitiy
  • 83. Add or Subtract Points Based on Field Values, Smart List Memberships, and Behaviors Helps Prioritize Follow Up Efforts
  • 84. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  • 85. Build an End-to-End Solution that Focuses on Goals
  • 86. Personalize Content to Match Buyer Personas
  • 87. Build Systems for High-Volume Content Creation
  • 88. Promote Your Content to Get in Front of the Right Eyeballs
  • 89. Measure Everything: The Case for Inbound Marketing Software
  • 90. Arrive Earlier in the Sales Cycle to Establish Trusted Advisor Status
  • 91. Every piece of content that you develop should always include a Call to Action (CTA)
  • 92. If you need: • More high-quality leads • More revenue • Better website ROI Sign up for your complimentary Inbound Marketing Assessment at http://www.sphomerun.com/fma
  • 93. Thank You for Joining Us For Today’s Webinar! Sign Up for Your Free Marketing Assessment at http://www.sphomerun.com/fma
  • 94. © 2014 SP Home Run Inc. SP Home Run is a registered trademark of SP Home Run Inc. All Worldwide Rights Reserved. Sign Up for Your Free Marketing Assessment at http://www.sphomerun.com/fma