Smarketing: the one-person sales / marketing department

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This presentation discusses how start-ups and companies just entering a new market can utilize "smarketing," a hybrid sales/marketing mindset and methodology to generate leads and close sales.

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  • Thank you for posting this slide show on Smarketing. As a one-person sales/marketing department for a small business, I found the content very helpful. - Jack
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  • SMARKETING: To me it’s the best way to enter a new market quickly. It’s the strategic use of compelling content used by people actually doing the selling to move break down barriers and move the sale forward, whether they’re there in person or not.
  • Sales 1.0: people won’t pick up the phone anymore. Calls go straight to voicemail. Even the assistants don’t answer the phone, and it’s so hard to get a call back.Cold emails don’t work anymore, especially when they’re direct solicitations.
  • Sales 1.0: people won’t pick up the phone anymore. Calls go straight to voicemail. Even the assistants don’t answer the phone, and it’s so hard to get a call back.Cold emails don’t work anymore, especially when they’re direct solicitations.
  • Marketing is sales without accountability.Awareness doesn’t pay the bills.
  • Content: feeds the need to learn, research
  • Sales people have very similar traits to direct marketing. One of the things that the modern “sales 2.0” movement has done, however, is to weaken sales people.Sales people, even in a sales 2.0 or smarketing mind-set, have to gain commitment and ask for the order. All the large “social media” software companies still use a direct sales approach: Bazaarvoice, salesforce.com,
  • Use example of KPI Online Interviews, ShipServe, Tom Myers, Copywriting Handbook by Bob Bly
  • …also,Users of multiple acctg. sysMulti-entity companies
  • Call to action: newsletter, free trial, webinar, event, download
  • Don’t know what they doDon’t know who it’s forConfusingBoringNo call-to-actionTraditional navigation
  • Who it’s for is very clearWhat they do is very clear too…Clear calls-to-actionCorporate information if you want, but doesn’t distract
  • Addresses a problemGood strong call-actionVideo: what it does and how it worksLooks like a landing pageNavigation focused on helping you learn more about the product
  • TheWealthyFreelancer.com
  • Your buzz piece is what you’re going to use to put your stake in the ground.Create a new concept, state a problem you solve or a bold benefit you offer in a non-commercial way. It’s an informative special report. It’s the foundational content that forms the basis of all the rest of your content: blog, newsletter, webinars, videos, PowerPoints, speeches
  • Your buzz piece is your “absentee sales person”
  • It can be an eBook, a web app, a white paper, a video, a “Top 10 list”
  • Places to spread content: blog posts, video, buzz piece. Don’t spend too much time here. You’re supposed to be SELLING!
  • Google: Industry Associations, Top 10, 50, 100, 500 listsLinkedIn Groups: Find Industry Associations, groups dedicated to certain industries,Tweepsearch: keywords in profile
  • Contrarian Effect: Michael Port and Elizabeth Marshall
  • Tokbox or Kineticast
  • Thank them for followiung me, I look forward to learning from you, strike up something in common with them. I know geograph8cal informaitonaout them, probl been there, or know a story. Memphis: "did you go to Gus' fried chicken for lunch? That's my fave place in Memphis." That will open up some dialog, etc., let's them see I'm a real person.“If you need anything for your busines let me know. Schedule a demo, close the deal“What does Kashmoo do?” “What does flooringsoft do?” Send message: if there’s anyway we can work together, let me know.Permissiom to connect email. Don't really spell out what you do, call to action to see the demo. Very targeted. Drive them to the website, make them click "request a demo", I call up to scheudle the demo. Everything to do on the next step.
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