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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.
  • Transcript

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