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It’s all about
the content
1 2 3 4
5 6 7 8
9 10 11 12
13 14
Tech buyers consume an
average of 14 pieces of
content before making a
buying decision
#SMarketingSandwich #SMarketingJazz
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“90% of
consumers go
to Google
search first…”
- CIO.com
#SMarketingJazz
All That Jazz!
Photo credit: http://bayareaplays.com
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And the tune
changed for
good…
#SMarketingJazz
・0 to 50% pipeline contribution in 3 years
・25% increase in margins & revenues
・Explosion of net-new customer accounts (15)
・Reduced sales turnover by 40%
・Increase in CRM adoption: 5 to 75%
・Bigger deal sizes
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Top Five Tunes 1. Get Top Dogs Jazzed
2. Expand Sales’ Universe
3. Talk it Up
4. Find the Right Harmony
5. Make it Easy (and Fun)
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1 ・ Tap into their competitive spirit
・ Focus on low-cost opportunity
・ Find your band partner
Teach Execs how to sing
Inbound tunes
Get Top Dogs Jazzed
#SMarketingJazz
15. INBOUND15
#SmarketingJazz
2 • Add Inbound to Outbound
• More tools, capabilities = more $
• Focus on Marketing’s mission: Sales-
ready leads
It’s Not a Solo Performance
Expand Sales’ Universe
17. INBOUND15
#TalkItUp
3 • Find your early adopter & champion
• Communicate and over-communicate
• Be authentic and transparent
• Use corny slogans
Now isn’t the time to be
shy or humble
Talk It Up
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#SmarketingJazz
4 ・ Walk 1,000 miles in their shoes
・ Listen to sales calls & talk to customers
・ Be creative and improvise (office move)
Get in tune with Sales
Find the Right Harmony
21. INBOUND15
Anatomy of a
Sales Person
Know what makes them tick
Driven to
Succeed
Resilient &
Positive
Highly
Competitive
Problem
Solver
Easily Distracted
Strong
Family Bonds
On the Move
*Read: The Art of the Sale, Philip Delves Broughton
Highly
Caffeinated
Stepbrothers
?
22. INBOUND15
#MakeItCrazyEasy
5 ・ Make it mobile friendly, esp. CRM
・ Make it easy to find everything
・ Who’s in your band?
It’s Gotta be
Really. Super. Easy.
Make It Ridiculously Easy