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Get Sales & Marketing Traction with Inbound
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Get Sales & Marketing Traction with Inbound


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In this session, you'll learn about: …

In this session, you'll learn about:

• Defining a inbound marketing strategy to identify your current priorities
• Executing a plan to drive the lead and sales you need to reach your growth goals
• Evolving your strategy to develop healthy and scalable strategic planning habits

Originally presented as a webinar by Whole Brain Group CEO, Marisa Smith and HubSpot Director, Dan Tyre on October 30, 2013.

Published in: Marketing, Business, Career

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  • Love this! As a nonprofit working with very limited resources, my organization needs to create the greatest impact with every marketing strategy and action. This presentation was spot on.
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  • 1. About Marisa About Whole Brain Group We’re passionate about delivering premium design & digital marketing services to growing companies, using strong in-house technical expertise and a results-driven process to help our clients generate leads and sales online.
  • 2. About Dan About HubSpot HubSpot all-in-one marketing software helps more than 10,000 companies in 56 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love.
  • 3. Common Challenges of Growing Companies
  • 4. Challenges of Growing Companies “We want to find customers that value what we offer and will help us maintain a healthy bottom line.” “We don’t have the leads and sales we need to meet our growth goals.” “We want to generate leads online, but we don’t have the expertise in-house to figure out a plan and execute on it.” “We have a lot of leads, but our sales team is having trouble converting them to customers.”
  • 5. Challenges of Growing Companies 1. 2. 3. 4. 5. Undefined/undocumented shared vision for success Unclear or competing priorities Ad hoc marketing and sales tactics Ad hoc communication between teams Getting stuff out of the leader’s head so it can be taught to new team members Reactive vs. Proactive
  • 6. Planning and Strategy
  • 7. Define your ideal customer Who are you trying to attract and what problems can you help them solve? 1. 2. 3. 4. 5. Identify key demographics Define key characteristics Determine need and pain Think about how they buy and decide Create an ideal customer profile
  • 8. Identify your secret sauce Look at your competitors • • • • What are their strengths? What are their weaknesses? What content are they creating? How are they positioning themselves? Look in the mirror • • • • Why do your customers love you? What value do you bring to them? Where do you need to improve? How can you set yourself apart?
  • 9. Define your authentic brand & voice What should people to feel when they interact with your brand? 1. Set your tone 2. Address writing style 3. Be authentic in person and online
  • 10. Align your sales and marketing teams Make sure your marketing is designed to: 1. 2. 3. Attract and educate prospects that are easier to sell Increase the efficiency of your sales process Generate enough qualified leads to support your growth goals improve close rates
  • 11. Document your sales process Diagram or document the process by which: 1. 2. 3. 4. 5. 6. Prospects find your business (events, online, networking, direct mail, etc.) Prospects become leads (phone calls, contact forms, walkins, etc.) Your sales team qualifies or disqualifies the leads Your sales team promotes and develops opportunities Opportunities turn into sales Customers are nurtured so they become repeat customers
  • 12. Identify lost opportunities
  • 13. Identify your marketing and sales priorities 1. 2. 3. 4. Choose 3-4 priorities to focus on for the quarter Make sure priorities are aligned with the company vision Decide how you will measure success Document your plan
  • 14. Execution
  • 15. Inbound Marketing Basics
  • 16. Develop content offers to attract your ideal customer What are people looking for at each stage of the buying cycle? 1. Just looking or casually interested 2. Actively shopping & considering options 3. Ready to purchase or talk to someone
  • 17. Develop compelling content to showcase your expertise How can you educate your buyers? 1. 2. 3. Common questions you hear from your prospects (and may be tired of answering!) Questions you wish your prospects would ask you Misconceptions your prospects have about your company, industry, products, or services
  • 18. Optimize your website and blog for lead generation 1. 2. 3. 4. 5. Compelling content to give people a reason to visit in the first place Calls to action designed to let your visitors know about your content offers Landing pages to give your visitors more information about your content offers, and collect contact information via a form Tracking and analytics for collecting visitor data and helping you measure ROI Integration with your customer relationship management system so your sales team can view lead intelligence and use it during the sales process
  • 19. Nurture leads with targeted information Blogging 2-3 posts per week that educate customers and establish your expertise Social Media Promote content and engage with your prospects and customers Email Nurture leads with content offers tailored to their interests
  • 20. Evolution
  • 21. Data and scorecards Questions you may be trying to answer: 1. 2. 3. 4. 5. Is site traffic increasing due to my inbound efforts? How many new contacts are we adding to our mailing list every month? Are we gaining fans and followers on social media? Of all the people coming to my site, how many are becoming leads (filling out a contact form)? Is my pipeline growing because of my inbound efforts?
  • 22. #1 Problem? Getting Traction
  • 23. Meeting pulse Annual Planning (4 - 5 hour session) 1. 2. 3. Review previous year’s results Establish long-term goals for the year Select 3-4 rocks for the first quarter Quarterly Planning (2 -3 hour session) 1. 2. 3. Review results from previous quarter Identify and discuss issues Establish high-level rocks for upcoming quarter Monthly Planning (1-2 hour session) 1. 2. 3. Review results from previous month Identify and discuss issues Establish activities for upcoming month
  • 24. Marketing People Love By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.
  • 25. Now What?
  • 26. Talk to us Whole Brain Group HubSpot