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Inbound marketing & Sales 2.0
 

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: www.inboundmarketing.com (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 Inbound marketing & Sales 2.0 Presentation Transcript

  • Welcome
    Introduction to:
    Inbound Marketing and Sales 2.0
    Stop Pointing Fingers and
    Get To Work!
  • 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 Vashion.com a virtual B2B apparel exchange
    Director of sales Gradschools.com and Studyabroad.com
  • Companies I’ve worked with
  • Questions to ask yourself……..
  • Questions to ask yourself
    Are you still cold calling with no reason to speak to the other person that adds value?
  • Are you promoting your
    personal brand?
  • Do you understand the business
    landscape of your clients.
    -No I mean really understand it?
  • When people seek out knowledge about your
    Industry do they come to you?
  • Do people call you and ask to do business with you?
  • Customer 2.0?
    The Challenges of Working with Today’s Customer
    • Don’t want to be sold too
    • Customer controls the conversation (they may be smarter then you on your products!)
    • Customer to customer conversations = more influence
    • Expect instant response and feedback
    • Include your company at the tail end of the sales process
    • 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
  • Outbound Marketing Isn’t Working
    800-555-1234
    Annoying
    Salesperson
  • 4 Steps to Successful Inbound Marketing
    Create
    Optimize
    Promote
    Convert & Analyze
  • Step 1: Create Content
    Create
    Optimize
    Promote
    Convert & Analyze
  • Types of Content
  • Publish Everything, Everywhere
  • Blogging Attracts More Visitors
    Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Step 2: Optimize
    Create
    Optimize
    Promote
    Convert & Analyze
  • Google is Judge, Jury & Executioner
    HubSpot.com/cartoons
  • 25% On-Page SEO (Context)
    Page Title
    Clean URL
    Headers & Content
    Description
  • 75% Off-Page SEO
    Determined by Inbound Links
  • Step 3: Promote
    Create
    Optimize
    Promote
    Convert & Analyze
  • Promote Content via Social Media
    Remarkable Content
  • Step 4: Convert
    Create
    Optimize
    Promote
    Convert & Analyze
  • Put Calls to Action on All Your Content
  • Use Landing Pages with Forms
  • Track Your Conversion Rate & Analytics
  • Analyze Your Marketing
  • Inbound Marketing Summary
    Convert & Analyze
  • SALES 2.0
  • 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
  • You will find by incorporating
    Sale 2.0 into your business…..
    • Your opportunity pipeline will significantly increase
    • Your deals will accelerate to closure faster
    • You’ll be viewed as an expert in your field
    • Your calls will be much more friendly and warm
    • You’ll have more time to prospect and close business
    • You’ll know exactly when to engage with your clients
    But ultimately this is what we salespeople truly care about….
  • Expected Benefits of Incorporating Sales 2.0 into your business
    Increasing our commissions!!!!!
  • Why Should I care about Social Media?
    • Because 3 out of 4 Americans use social technology
    • 2/3 of global internet population visit social networks
    • Visiting social sites is now the 4th most popular online activity—Ahead of personal email
    • Visitors spend 5 million minutes per day on Facebook!
    • Your customers are making relationships with your competitors on social media sites!!
  • Pitfalls to Avoid on Social Media
  • 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.
  • 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
  • Setting Trigger Alerts
  • 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
    prospects.
  • How IBM Collaborates
  • Common Mistakes
    • Confusing Professional and Personal
    • Not converting online to Face to Face
    • Failing to search engine
    optimize
    • Spamming
    • Looking needy
    • 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
  • 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
  • THANK YOU!
    Scott Taback
    Scott.taback@tshapesolutions.com
    @TshapeScott
    773-398-3823
    www.tshapesolutions.com
    Connect with me on:
  • Inbound Marketing Is More Important
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • Small Companies Do More Inbound
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • Blogging More Often Drives Results
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • Create Great Content by Blogging
    Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Blogging Attracts More Links
    Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Leads by Indexed Web Pages
    Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn