Inbound marketing & Sales 2.0


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  • In this presentation, attendees will learn the basics of inbound marketing and how it can be used to build a business. Describe your marketing background. Through Inbound Marketing University (IMU), you have become an Inbound Marketing Certified Professional, which acknowledges your proficiency in blogging, social media, search engine optimization (SEO), lead conversion, lead nurturing and closed-loop analysis.This content is part of the Inbound Marketing University.
  • Outbound marketing strategies are becoming less effective in today’s world. We now have devices (e.g. spam blockers, TiVo/DVRs, caller ID, etc.) that allow us to block out the messages being pushed onto us People are doing their own research to figure out which products and services they want to buy
  • Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.
  • Google decides whether your content will rank well in search engines. Remarkable, search engine optimized content gives your content its best chance of ranking well in Google.
  • Image: There are four main components of on-page SEO, or optimizing the content of your web page for search engines. Make sure to use your best keywords within those four locations. However, Google bases only 25% of your content’s ranking on on-page SEO
  • Google bases 75% of your content’s ranking on off-page SEO Your content’s authority is determined by the quality and quantity of the inbound links pointing to your content. Inbound links = links to your content from another websiteRecommendations from Friends:“I know Jane Doe.” (Good)“Jane Dow is a marketing expert.” (Better)You trust the person saying this. (Best)Links Are Online RecommendationsA link: (Good)Anchor Text: Inbound Marketing University (Better)Link is from a trusted website (Best)
  • Share links to your content on social media sites and throughout appropriate online social networks. Sharing content regularly will also help build your network on those channels.
  • Image: Include a call to action on the bottom of your blog posts. Calls to action are offers that prompt people to fill out a form on a landing page, which converts a visitor into a lead. Calls to action are critical to lead generation.
  • Image: When someone clicks on a call to action, it should bring them to a landing page with a form. Landing pages with forms covert website visitors into leads that a sales team can follow up with.
  • Image: Be sure to measure your different landing pages and their rates of conversion. Conversion is the percentage of visitors who converted into leads. Keep track of your conversion rates & analytics to determine which calls to action are working.
  • Marketing analytics are an important part of your inbound marketing programs. Track the sources of your traffic to understand which channels send the best traffic and leads. Monitor these analytics daily and evaluate which techniques are working and which aren’t. Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesn’t.
  • The Inbound Marketing Methodology: As you complete the first three steps, make sure to continue to analyze how your traffic converts.
  • Inbound marketing & Sales 2.0

    1. 1. Welcome<br />Introduction to: <br />Inbound Marketing and Sales 2.0<br />Stop Pointing Fingers and <br />Get To Work!<br />
    2. 2. About Me<br />Independent consultant, with specialization in developing online lead generation systems and strategies for small and medium sized business<br />Certified HubSpot Consultant<br />Founding member of Hold Hands Chicago, a CPS educational consulting firm<br />10 year career in Sales and Distribution at IBM responsible for managing over $400M over career. Served such clients as United Airlines, WW Grainger, Hyatt, Kellogg’s, CDW, United Stationers, Anixter, Archer Daniels, to name a few.<br />Investment banker at Morgan Stanley<br />Founder a virtual B2B apparel exchange<br />Director of sales and<br />
    3. 3. Companies I’ve worked with<br />
    4. 4. Questions to ask yourself……..<br />
    5. 5. Questions to ask yourself<br />Are you still cold calling with no reason to speak to the other person that adds value? <br />
    6. 6. Are you promoting your <br />personal brand?<br />
    7. 7. Do you understand the business <br />landscape of your clients.<br />-No I mean really understand it?<br />
    8. 8. When people seek out knowledge about your <br />Industry do they come to you? <br />
    9. 9. Do people call you and ask to do business with you? <br />
    10. 10. Customer 2.0? <br />The Challenges of Working with Today’s Customer<br /><ul><li>Don’t want to be sold too
    11. 11. Customer controls the conversation (they may be smarter then you on your products!)
    12. 12. Customer to customer conversations = more influence
    13. 13. Expect instant response and feedback
    14. 14. Include your company at the tail end of the sales process
    15. 15. They control the rhythm of the sale: End of the quarter is the best time to buy</li></li></ul><li>Value of Inbound Marketing<br />Inbound marketing pulls buyers into your business<br />
    16. 16. Outbound Marketing Isn’t Working<br />800-555-1234<br />Annoying<br />Salesperson<br />
    17. 17. 4 Steps to Successful Inbound Marketing<br />Create<br />Optimize<br />Promote<br />Convert & Analyze<br />
    18. 18. Step 1: Create Content<br />Create<br />Optimize<br />Promote<br />Convert & Analyze<br />
    19. 19. Types of Content<br />
    20. 20.
    21. 21. Publish Everything, Everywhere<br />
    22. 22. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses -<br />
    23. 23. Step 2: Optimize<br />Create<br />Optimize<br />Promote<br />Convert & Analyze<br />
    24. 24. Google is Judge, Jury & Executioner<br /><br />
    25. 25. 25% On-Page SEO (Context)<br /> Page Title<br /> Clean URL<br /> Headers & Content<br /> Description<br />
    26. 26. 75% Off-Page SEO<br />Determined by Inbound Links<br />
    27. 27. Step 3: Promote<br />Create<br />Optimize<br />Promote<br />Convert & Analyze<br />
    28. 28. Promote Content via Social Media <br />Remarkable Content <br />
    29. 29. Step 4: Convert<br />Create<br />Optimize<br />Promote<br />Convert & Analyze<br />
    30. 30. Put Calls to Action on All Your Content<br />
    31. 31. Use Landing Pages with Forms <br />
    32. 32. Track Your Conversion Rate & Analytics <br />
    33. 33. Analyze Your Marketing <br />
    34. 34. Inbound Marketing Summary<br />Convert & Analyze<br />
    35. 35. SALES 2.0<br />
    36. 36. Sales 2.0?<br />People, Process and Technology<br />“Sales 2.0 is a more efficient<br />and effective way of selling<br />for the buyer and the seller enabled by technology.”<br />Sales + Web 2.0 = Sales 2.0<br />
    37. 37. You will find by incorporating<br /> Sale 2.0 into your business…..<br /><ul><li>Your opportunity pipeline will significantly increase
    38. 38. Your deals will accelerate to closure faster
    39. 39. You’ll be viewed as an expert in your field
    40. 40. Your calls will be much more friendly and warm
    41. 41. You’ll have more time to prospect and close business
    42. 42. You’ll know exactly when to engage with your clients</li></ul>But ultimately this is what we salespeople truly care about…. <br />
    43. 43. Expected Benefits of Incorporating Sales 2.0 into your business<br />Increasing our commissions!!!!!<br />
    44. 44. Why Should I care about Social Media?<br /><ul><li>Because 3 out of 4 Americans use social technology
    45. 45. 2/3 of global internet population visit social networks
    46. 46. Visiting social sites is now the 4th most popular online activity—Ahead of personal email
    47. 47. Visitors spend 5 million minutes per day on Facebook!
    48. 48. Your customers are making relationships with your competitors on social media sites!!</li></li></ul><li>Pitfalls to Avoid on Social Media<br />
    49. 49. Sales 2.0 is about Acceleration<br />Prioritize buyers and focus on the most promising prospects<br />Contact the right prospects at the right time <br />Automate lead nurturing to free salespeople from calling on ready prospects <br />…to accelerate sales velocity and volume.<br />
    50. 50. Using Personnel Change Triggers<br />CIO and VP of IT moves in Fortune 5000<br />Bank United: Eddie Buitrago, SVP, Systems Integration, has left the company<br />GE Capital: Martha Poulter has been named VP & Chief Information Officer<br />Quicken Loans: LingLong He has been named Chief Information Officer, replacing Frank Laura who is now on product side<br />ING Americas: Gary Baxter promoted to Chief Information Officer post<br />Walt Disney: Andy Schwalb, Chief Information Officer left Disney for Nascar.<br />Microsoft: Ted Cahall named Corporate Vice President, MSN Online Portal<br />Netjets: Alan Cullop has left as Chief Information Officer. Replacement is Ken Green<br />
    51. 51. Setting Trigger Alerts<br />
    52. 52. Sales 2.0 is about Collaboration<br />Transform into a smarter and better informed sales<br />organization by…<br />Harness the collective intelligence of the sales organization<br />Leverage online collaboration solutions<br />Extract timely and relevant insights from the “Social Media”<br />…to sell more effectively to smarter and better informed<br />prospects.<br />
    53. 53. How IBM Collaborates<br />
    54. 54. Common Mistakes<br /><ul><li>Confusing Professional and Personal
    55. 55. Not converting online to Face to Face
    56. 56. Failing to search engine</li></ul>optimize<br /><ul><li>Spamming
    57. 57. Looking needy
    58. 58. Searching for companies instead of people</li></li></ul><li>Things you can to do to get started<br />If you have a marketing department get in synch with their activity. <br />Use Linkedin and Twitter as tools to promote yourself, use less email!<br />Subscribe to a newsfeed service and set your “Triggers” and reasons to call<br />Become an expert in your field, develop content, blog and share with the world<br />Hire an expert to help you put in a process in place<br />
    59. 59. T Shape Solutions Services<br />Drive Traffic to your site:<br />SEO Strategy and Health-checks<br />Website Development using Wordpress<br />Keyword Strategy<br />Blog Strategy<br />Social Media Integration<br />Content Creation Services<br />Create and manage monthly editorial calendars<br />Ghost Blogging<br />Email Newsletter creation and distribution<br />Video Production<br />Content Promotion<br />Inbound Marketing Execution<br />Social Media Marketing<br />Search Engine Marketing<br />Convert and Analyze<br />Landing Pages<br />Campaign Analytics <br />Full Marketing to Sales Process Strategy<br />
    60. 60. THANK YOU!<br />Scott Taback<br /><br />@TshapeScott<br />773-398-3823<br /><br />Connect with me on:<br />
    61. 61. Inbound Marketing Is More Important<br />Source: State of Inbound Marketing Report -<br />
    62. 62. Small Companies Do More Inbound<br />Source: State of Inbound Marketing Report -<br />
    63. 63. Blogging More Often Drives Results<br />Source: State of Inbound Marketing Report -<br />
    64. 64. Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses -<br />
    65. 65. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses -<br />
    66. 66. Leads by Indexed Web Pages<br />Source: State of Inbound Marketing Lead Generation Report -<br />