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How To Combine the Power of Inbound and Outbound to Skyrocket Your Sales

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Matt Kamp (Influence & Co.) and Ryan Buckley (Toofr) offer the playbook on building your own influence by combining outbound and inbound sales tactics that will help you take your sales game to the next level.

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How To Combine the Power of Inbound and Outbound to Skyrocket Your Sales

  1. 1. + How to Combine the Power of Inbound and Outbound to Skyrocket Your Sales
  2. 2. YOUR PRESENTERS Matt Kamp | SVP influenceandco.com Tweet: @themattkamp Ryan Buckley | CEO toofr.com Tweet: @rbucks Toofr is a fully bootstrapped web app that helps inside sales reps and outbound email marketers quickly find the contact info for their prospects. Influence & Co. is a content marketing agency that specializes in creating engaging content that fuels companies’ marketing efforts and positions their key employees as influencers in their industries.
  3. 3. The process of attracting the attention of prospects via content creation before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers into customers and promoters of your business WHAT IS INBOUND MARKETING? A FEW EXAMPLES: Email Nurture Campaigns Blog Content E-books / Whitepapers
  4. 4. The unsolicited form of advertising, cold email being the digital equivalent of advertising in your mailbox — except much, much smarter WHAT IS OUTBOUND MARKETING? A FEW EXAMPLES: Cold Emailing Cold Calling Direct Mail
  5. 5. WHEN DONE RIGHT Inbound Marketing: • Lowers the cost of acquisition of all other marketing channels, especially outbound marketing Outbound Marketing: • Will have the lowest CPA of all your paid marketing channels
  6. 6. (Cheapest to Priciest) CPA SPECTRUM Organic Article Placement Email Marketing Conference Sponsorship Google AdWords Newsletter Buys Social Media Ads $ $$$
  7. 7. WHY SALES LEADERS NEED TO BUILD THEIR INFLUENCE • Building organic traffic with content generates more qualified and educated leads. • Building personal and company brands helps close deals. • Long-term value and short-term benefits of building your personal influence. • Creating content for shorter sales cycles is a quick and easy way to educate and build credibility.

  8. 8. HOW SALES LEADERS SHOULD BE CREATING & DISTRIBUTING CONTENT STRATEGY → Establish Your Why CREATION → DISTRIBUTION FAQs, Objections, Pain Points, Education, Lessons Learned, Trends The Inbound Funnel Concept
  9. 9. THE INBOUND FUNNEL OFF-SITE THOUGHT LEADERSHIP ON-SITE THOUGHT LEADERSHIP GATED CONTENT CONTINUOUS ENGAGEMENT → → → →
  10. 10. THE CONTENT MAP Off-site Content Off-site Content Off-site Content On-Site Content Gated Content → → → → = links to →
  11. 11. OFF-SITE THOUGHT LEADERSHIP
  12. 12. ON-SITE THOUGHT LEADERSHIP
  13. 13. GATED CONTENT
  14. 14. HOW TO GET PUBLISHED TARGET NICHE PUBLICATIONS → DO YOUR RESEARCH → BACK UP WITH DATA EDIT, EDIT, EDIT PITCH ORIGINALITY →
  15. 15. HOW TO GET PUBLISHED “The State of Digital Media” Report of editors say their main goal is to find and promote topics that address new and unique ideas 85%
  16. 16. HOW CONTENT IS USED IN THE SALES PROCESS Faster Trust and Credibility Shorter Sales Cycle Educate and Overcome Objections ++
  17. 17. HOW TO START EMAIL MARKETING Step 1: Audience DEFINE YOUR AUDIENCE → LOOK AT CURRENT CUSTOMERS → GENERATE A LIST
  18. 18. HOW TO START EMAIL MARKETING Step 2: Messaging → → Write a Three-Step Drip Sequence 1. Introduce yourself and address your audience’s pain points 2. Nudge reminder and brief synopsis of introduction email 3. Ask for additional introductions or better person to speak with
  19. 19. HOW TO START EMAIL MARKETING Example: First-Round Drip Email
  20. 20. HOW TO START EMAIL MARKETING Step 3: Content Segment Drips by Industry / Title →→ →→ →→ →→ Retail Tech DirectorsC-Suite
  21. 21. HOW TO START EMAIL MARKETING Step 4: Software Use Software to Manage Manage Drip Replies • Sync Positive Replies to CRM • Suppress Negative Replies from Future Drips • Control Timing (in Days)
  22. 22. BONUS!?! • Link to dedicated landing pages for each segment (industry, title).
 • Use query parameters in your links so Google Analytics can track them.
 • Treat your email marketing like a digital marketer would.
  23. 23. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot Visit: offers.influenceandco.com/toofr QUESTIONS? GRAB “THE STATE OF DIGITAL MEDIA” REPORT GET $500 OFF YOUR FIRST MONTH! SIGN UP TODAY! USE COUPON CODE: INFLUENCEANDCO AND GET 50% OFF FOR 3 MONTHS ON ANY TOOFR PLAN! Visit: toofr.com/pricing
  24. 24. Matt Kamp | SVP influenceandco.com Tweet: @themattkamp GET IN TOUCH WITH US Ryan Buckley | CEO toofr.com Tweet: @rbucks Toofr is a fully bootstrapped web app that helps inside sales reps and outbound email marketers quickly find the contact info for their prospects. Influence & Co specializes in creating engaging content that fuels companies’ marketing efforts and positions their key employees as influencers in their industries
  25. 25. + ANY QUESTIONS?

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