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Welcome to
INBOUND
MARKETINGaccording to the strategy
of the sherpa:
a new mindset.
© G.SZAPIRO
The
necessary
end of media
HARASSMENT.
© G.SZAPIRO
Self-interested
users Club
Appointments
made under
pressure
Intrusive
e...
© G.SZAPIRO
Join
the struggle
against the dictatorship
of the need-oriented
communication and
“me too” strategy.
The time ...
Definition
of INBOUND MARKETING
according to the strategy
of the sherpa
Let clients come to you
instead of searching for t...
Strategy of the sherpa:
6 staps to transform your suspect
into ambassador
ALLOWATTRACT SEDUCE CONVERT CONCLUDE FOLLOW
Susp...
ATTRACT
Editorial strategy
•	Infographics
•	Photos / arts
•	Movies
•	Ebooks
•	Handy Guide
•	Social media
•	SEO / SEM
•	Blo...
BLOGPIERRE AUDOUIN
CONSULTANTS
© G.SZAPIRO
EMAILING - REAL ESTATE GUIDENEXITY
© G.SZAPIRO
SEDUCE
Unexpected actions
•	Chat
•	Formation
•	Advergame
•	Bargain deal
•	Web TV
•	Social media
•	Topic “Surprise me”
on t...
Inspire
seduction
Be
unpredictable
Create
intrigue
Practice
humor
Values of
Desire
© G.SZAPIRO
TOPIC “SURPRISE ME”BLOG SAPHIR
© G.SZAPIRO
CONVERT
Conversion strategy
Prospect
Visitor
•	Bait strategy
•	Landing pages
•	Opinions / comments
•	Call-to-action
•	Inte...
B2C – LEAD GENERATION
LAUNCH OF
“TEL AVIV LIVE” BOOK
- 2 -
Landing
page
- 3 -
Page web
confirmation
- 4 -
emailing
confirm...
B2B – LANDING PAGE + WHITE PAPERBUREAU VERITAS
© G.SZAPIRO
Prospect
Lead
ALLOW
Permission and Desire
Marketing
•	Evangelization
via webinars
•	E-CRM
•	Social media
•	Privative event...
EMAILING INVITATION TO A WEBINARSAPHIR
© G.SZAPIRO
SOCIAL MEDIA STRATEGYLA VILLA MAILLOT
CONTENT
PROPOSITION
TO GAIN
THE LOYALTY
Cocktail recipes:
a content easily
created a...
Lead
Client
CONCLUDE
Lead Nurturing
•	Marketing Automation
•	Permission Data Bases
•	Actions towards influent
targets
•	Pu...
EMAILINGS SAGA
HÔTELS
CIRCUITS FRANCE
E-mail
n°1
E-mail
n°2
E-mail
n°3
E-mail
n°4
© G.SZAPIRO
OPTIMIZATION OF LEAD MANAGEMENT PROCESS
Target
Marketing
Automation
CRM
Improvement
of Lead
Management
Process
© G.SZAPIRO
FOLLOW
Optimization of lead
management process
•	E-CRM
•	“Privilege” actions
•	“Early Adopters”
strategy
•	Public relation...
SOCIAL MEDIA COMMUNITY
© G.SZAPIRO
“EARLY ADOPTERS” STRATEGYHEXIS
Muscat de Frontignan
© G.SZAPIRO
Now the offer creates the need…
and not the contrary. 
Gabriel Szapiro
© G.SZAPIRO
Gabriel SZAPIRO
General Manager
THANK YOU
FOR YOUR
ATTENTION
Agence SAPHIR
Groupe REVOLUTION 9
5 avenue Bertie Albrecht
75...
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Inbound Marketing according to the strategy of the Sherpa

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Welcome to “Inbound Marketing according to the strategy of the Sherpa”, this new way of Marketing emphasizes the searching of the volunteer request of your clients to call you instead of harassing them.

Gabriel Szapiro, General Manager of SAPHIR, agency specialized in e-communication and web marketing, reveals 6 compulsory steps to transform your Suspect into Ambassador.

To contact Gabriel Szapiro : szapiro@bleusaphir.com
www.blue-blog.fr

Inbound Marketing according to the strategy of the Sherpa

  1. 1. Welcome to INBOUND MARKETINGaccording to the strategy of the sherpa: a new mindset. © G.SZAPIRO
  2. 2. The necessary end of media HARASSMENT. © G.SZAPIRO Self-interested users Club Appointments made under pressure Intrusive emailings Repeated participation in low ROI trade shows Undesired Direct Marketing Call-centers that make repetitive and needless calls Press releases with random impact Outbound Marketing
  3. 3. © G.SZAPIRO Join the struggle against the dictatorship of the need-oriented communication and “me too” strategy. The time has come for INBOUND MARKETINGaccording to the strategy of the sherpa
  4. 4. Definition of INBOUND MARKETING according to the strategy of the sherpa Let clients come to you instead of searching for them… by focusing on the desire before the need. © G.SZAPIRO CICERO “If you want to convince me, you have to think my thoughts, feel my feelings and speak with my words.”
  5. 5. Strategy of the sherpa: 6 staps to transform your suspect into ambassador ALLOWATTRACT SEDUCE CONVERT CONCLUDE FOLLOW Suspect Curious Visitor Prospect Lead Client Ambassador © G.SZAPIRO
  6. 6. ATTRACT Editorial strategy • Infographics • Photos / arts • Movies • Ebooks • Handy Guide • Social media • SEO / SEM • Blogs • Advergame • Affiliation Suspect Curious MARIA CALLAS “It is better to be a good popular singer than a bad opera singer” © G.SZAPIRO
  7. 7. BLOGPIERRE AUDOUIN CONSULTANTS © G.SZAPIRO
  8. 8. EMAILING - REAL ESTATE GUIDENEXITY © G.SZAPIRO
  9. 9. SEDUCE Unexpected actions • Chat • Formation • Advergame • Bargain deal • Web TV • Social media • Topic “Surprise me” on the website Curious Visitor KARL LAGERFELD “Diet is the only game where we win when we lose.” © G.SZAPIRO
  10. 10. Inspire seduction Be unpredictable Create intrigue Practice humor Values of Desire © G.SZAPIRO
  11. 11. TOPIC “SURPRISE ME”BLOG SAPHIR © G.SZAPIRO
  12. 12. CONVERT Conversion strategy Prospect Visitor • Bait strategy • Landing pages • Opinions / comments • Call-to-action • Interactive Point-on-Sale • White papers • Newsletters • Community management JEFF BEZOS “If you build a great experience, customers tell each other about that. Word of mouth is very powerful.” © G.SZAPIRO
  13. 13. B2C – LEAD GENERATION LAUNCH OF “TEL AVIV LIVE” BOOK - 2 - Landing page - 3 - Page web confirmation - 4 - emailing confirmation - 1 - Emailing + bait © G.SZAPIRO
  14. 14. B2B – LANDING PAGE + WHITE PAPERBUREAU VERITAS © G.SZAPIRO
  15. 15. Prospect Lead ALLOW Permission and Desire Marketing • Evangelization via webinars • E-CRM • Social media • Privative events • Action towards Influencers • Breakfast meetings • Videos on website SETH GODIN “send messages only to those who allow you to.” © G.SZAPIRO
  16. 16. EMAILING INVITATION TO A WEBINARSAPHIR © G.SZAPIRO
  17. 17. SOCIAL MEDIA STRATEGYLA VILLA MAILLOT CONTENT PROPOSITION TO GAIN THE LOYALTY Cocktail recipes: a content easily created and wanted by the target. “Robin’s cocktails” Concept: Every 15 days, the barman Robin Boiteux reveals the secrets of one of his cocktails By means of a photo illustrating the cocktail and with a text explaining how to create it, the recipe is published on the Facebook page. © G.SZAPIRO
  18. 18. Lead Client CONCLUDE Lead Nurturing • Marketing Automation • Permission Data Bases • Actions towards influent targets • Public relation • Press release • Leads scoring • Emailings sagaTHOMAS JEFFERSON: “There is no need to be the best in what you do. You had better to do what others don’t.» © G.SZAPIRO
  19. 19. EMAILINGS SAGA HÔTELS CIRCUITS FRANCE E-mail n°1 E-mail n°2 E-mail n°3 E-mail n°4 © G.SZAPIRO
  20. 20. OPTIMIZATION OF LEAD MANAGEMENT PROCESS Target Marketing Automation CRM Improvement of Lead Management Process © G.SZAPIRO
  21. 21. FOLLOW Optimization of lead management process • E-CRM • “Privilege” actions • “Early Adopters” strategy • Public relation • Cocooning strategy • Client Ego Promotion • Offer of membership to a virtual or real Club • Social media community • Viral videos Ambassador Client STEVE JOBS “Your customers’ dream is to have a better and happier life […] Get their lives more fulfilling.” © G.SZAPIRO
  22. 22. SOCIAL MEDIA COMMUNITY © G.SZAPIRO
  23. 23. “EARLY ADOPTERS” STRATEGYHEXIS Muscat de Frontignan © G.SZAPIRO
  24. 24. Now the offer creates the need… and not the contrary.  Gabriel Szapiro © G.SZAPIRO
  25. 25. Gabriel SZAPIRO General Manager THANK YOU FOR YOUR ATTENTION Agence SAPHIR Groupe REVOLUTION 9 5 avenue Bertie Albrecht 75008 PARIS Direct line: +33 (0)1 49 29 53 16 Standard: +33 (0)1 79 97 55 09 Mail: szapiro@bleusaphir.com Site: www.bleusaphir.com Blog: www.blue-blog.fr Revolution 9: www.revolution9.fr GROUPE © G.SZAPIRO

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