La Organización Inbound en 2017
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Una guía para mejorar su negocio para ventajas competitivas
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La Organización Inbound en 2017
- 1. #GrowWithHubSpot La Organización Inbound en 2017 UNA GUÍA PARA MEJORAR SU NEGOCIO PARA VENTAJAS COMPETITIVAS DAN TYRE , HUBSPOT dtyre@hubspot.com JUNE 2017
- 3. #GrowWithHubSpot DAN TYRE Empleado # 6 en HubSpot Inbound Marketing Pioneer Mentor, Asesor, Blogger, Orador INTENTAR TAMBIÉN HACER BUENAS COSAS PARA EL UNIVERSO @dantyre
- 5. #GrowWithHubSpot#GrowWithHubSpot El mundo ha cambiado
- 7. #GrowWithHubSpot Outbound Inbound llamadas en frío Emails frios (SPAM) Anuncios interrumpidos Seller-Centric Helpful, relevant content SEO Free tools Buyer-Centric
- 10. #GrowWithHubSpot
- 13. #GrowWithHubSpot
- 14. #GrowWithHubSpot Buyers want to connect with sales during the consideration stage 19% Awareness stage - when I’m first learning about the product 60% Consideration stage - after I’ve researched and have a shortlist Decision stage - after I’ve reviewed my shortlist and am ready to buy 20% Base: 505 global consumers Source: HubSpot Sales Perception Survey, Q1 2016 At what point during your buying process do you want to talk to a salesperson?
- 15. #GrowWithHubSpot Marketer Car Salesman Salesperson Lobbyist Politician Stockbroker Services/Customer Service Professional Athlete Investment Banker Journalist Barista Software Developer Lawyer Professional Musician Accountant Dentist Nurse Doctor Teacher 0% 0% 1 % 1 % 1 % 2% 3% 3% 3% 3% 4% 6% 9% 9% 13% 19% 41% 48% 50% 60%Firefighter Marketer Salesperson Trusted professions
- 17. #GrowWithHubSpot is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. Inbound
- 18. #GrowWithHubSpot#GrowWithHubSpot El Comprador ha cambiado.
- 19. #GrowWithHubSpot Time in Years Threshold of Frustration
- 21. #GrowWithHubSpot
- 23. #GrowWithHubSpot
- 24. #GrowWithHubSpot
- 25. #GrowWithHubSpot
- 26. #GrowWithHubSpot
- 28. #GrowWithHubSpot 69%Listens to my needs 61%Provides relevant information 51%Responds or gives information in a timely matter 49% Provides a range of options even beyond his/her business offering How to improve the sales experience according to buyers Base: 505 global consumers Source: HubSpot Sales Perception Survey, Q1 2016 What can a sales representative do to make the experience positive?
- 29. #GrowWithHubSpot Marketing & Sales Need to Provide Buyer Wants Personalization Automation Self-service Listen to specific needs Provide relevant information Respond in a timely manner Provide a range of options
- 30. #GrowWithHubSpot#GrowWithHubSpot of online consumers get frustrated when website content appears that has nothing to do with their interests. 74%
- 31. #GrowWithHubSpot El deseo de control Limitar la sobrecarga de información > >
- 32. #GrowWithHubSpot
- 33. #GrowWithHubSpot At its core, INBOUND is about building relationships with your audience by providing them with value …way before they are ready to purchase your products
- 34. #GrowWithHubSpot
- 35. #GrowWithHubSpot
- 36. #GrowWithHubSpot
- 37. #GrowWithHubSpot
- 38. #GrowWithHubSpot Marketing & Sales Need to Provide Buyer Wants Personalization Automation Self-service Listen to specific needs Provide relevant information Respond in a timely manner Provide a range of options
- 39. #GrowWithHubSpot Free, Helpful Content Try Before You Buy Consultative Sales Process
- 40. #GrowWithHubSpot T R U S T I S B U I L T I N V E R Y S M A L L M O M E N T S . – BRENÉ BROWN –
- 41. #GrowWithHubSpot ENGAGE NURTURE & HAND-OFF CLOSE DELIGHT>>>>FIND T H E G R O W T H P L A Y B O O K
- 42. #GrowWithHubSpot
- 43. #GrowWithHubSpot
- 44. #GrowWithHubSpot
- 46. #GrowWithHubSpot
- 47. #GrowWithHubSpot
- 48. #GrowWithHubSpot
Editor's Notes
- -
- So the world changes every day in thousands of ways, but the thing that change that sticks out to me the most is just how fast all of us are losing patience with absolutely everything.
- For those of you who aren’t familiar, outbound is very seller-centric. The seller decides what they want to share and they go about sharing it through cold calling, cold emailing and interruptive ads. Inbound flips the old playbook on it’s head and instead, is entirely buyer-centric. Inbound focuses on attracting buyers to your brand through helpful and relevant content, SEO and free tools or freemium products.
- Another way to think about the two is like this. Outbound is similar to a megaphone, sharing your message outwards to the world with little focus on who the message reaches. Inbound is similar to a magnet, that attracts people to your content because they’re actively seeking a solution to a specific problem. Let me give you an example of how this works.
- [includes a build] This is inbound marketing. Attracting buyers to your business by providing content that is helpful and relevant to their situation. But in 2017, inbound marketing isn’t enough.
- Why? Well, let me give you an example. Sometimes we’re getting ready to launch a new product or campaign and we’re SUPER excited about it. And this is probably something we’ve been thinking about for a long time and that we’ve worked tirelessly to bring to market. We really believe it’s going to make our buyers’ lives easier.
- So the marketing team builds this massive campaign. They’ve thought carefully about who would benefit most from this and what pains it will solve for them and have put together all sorts of relevant and helpful content related to this new launch. Plus they’re using their blog, email, social channels, social advertising, and their website to promote this new product. They’ve built an inbound marketing campaign. https://www.stocksy.com/777986
- But what about the sales team? They’re likely planning their own campaign. Have they coordinated with the marketing team to make sure what they have planned is not duplicating efforts? Are they equipped to understand what content the buyer has consumed and what actions they’ve taken on your site so they can pick up the conversation where the prospect is in their buyer journey? Most likely the answers to these questions are no. The problem is that this is what this campaign looks like to your buyers… https://www.stocksy.com/1172745
- In the past, our sales team would have been speaking with the buyer through all three of these stages: Awareness, Consideration, Decision. When we asked buyers when they want to connect with sales today, 60% said only after I’ve researched and have a shortlist of companies to consider. Today, the point where the sales conversation starts is much more varied. Which makes it even more important to understand exactly where the buyer is in this journey. https://research.hubspot.com/reports/buyers-speak-out-how-sales-needs-to-evolve
- [includes builds] Turns out, as a whole, we haven’t don't a great job yet. When we went out and asked people about trust and relationship-building, we found that salespeople and marketers are trusted by 1% and 0% of people, respectively. Ouch! Look at this! People trust their barista more than a marketer or salesperson. They’re buying a $5 coffee from their barista, but they’re likely purchasing a much higher ticketed item from their marketer or salesperson, yet they trust their barista more. https://research.hubspot.com/charts/marketing-and-sales-not-considered-trustworthy
- Going forward, we need to be providing an end-to-end inbound experience. No matter how hard marketing and sales work individually to keep the buyer’s best interest in mind, it’s not enough if they’re not in sync with each other. We need to be approaching our complete buyer journey in an inbound way, from marketing to sales to our interactions once they’re a customer.
- Inbound is an approach to marketing and sales that focuses on attracting buyers through not just content, but also interactions that are relevant and helpful.
- So what specifically has changed with our buyers and with ourselves as buyers?
- Our threshold of frustration keeps dwindling. It’s the lowest, it’s ever been. We have no patience for anything that disrupts our day. Any of this sound familiar? Let me put it into the context of our day-to-day lives.
- Gahh!! They’re completely freaked out! Look at how much information we’re throwing at them! They didn’t ask for this. They’re not even sure they need this product we’re selling. When marketing and sales aren’t in close alignment, this is the result. In this scenario, we’re not taking into account our buyers’ current needs. We’re following marketing and sales strategies that have been successful in the past, but don’t meet the needs of today’s buyers.
- (hang head and sigh loudly) What I’m trying to say is that as a human race, our patience is at an all time low. Which means that our jobs as salespeople, as marketers, is harder than ever before because people are just hyper temperamental. [istock #603274790]
- Buyer expectations are much higher than ever before and there’s much less margin for error, which mean that any hiccup in the experience can turn your buyers away.
- 10 to 15 years ago we had a handful of craft breweries. Craft beer in Austin used to be synonymous with Lone Star, right? #updatebycity https://www.stocksy.com/111700 For reference in other cities: San Fran - Anchor Steam Austin - Lone Star
- Today, you think of craft beer and you think of bars like Bangers on Rainy Street where the choices are endless. And it’s so hard to decide because they’re all good! #updatebycity https://www.stocksy.com/360858 For reference in other cities: San Fran - Toronado Austin - Bangers on Rainy Street
- So supply is up, but demand is flat for most of us, which leads to increased competition. Ok, now when competition gets tough, you have two options: Number One...
- ...you could focus on differentiating beyond your product or service. When there are so many other products or services out there to compete against, adding another feature isn’t going to make a difference, because your competitor is just going to add that same feature and you’re back to square one. Your product isn’t going to carry the day anymore. Think of the beer taps. We just said how hard it would be to decide which beer to try - they’re all thoughtfully and carefully crafted beers - they’re all delicious. The way they differentiate is through the brand experience they create around that beer. They consider the design of the tap handle, the shape of the glass the beer is served in, the promoters they send to specific bars, how they engage you through social. It still matters, of course, that you have a great product or service, but it’s IMPERATIVE that you also provide an EXCEPTIONAL buying experience. That’s going to set you apart from the 14 or 50 other vendors you’re competing against.
- When we asked buyers what makes an exceptional experience… 69% said just listen to my needs - In other words, hear me out and understand what I’m trying to achieve. It’s inexcusable in 2017 not to listen. 61% said I really want you to share relevant information - In other words, I don’t need to hear about all the things, just the things I’m concerned about. 51% said respond to me in a timely manner - In other words, don’t leave me hanging, let me get to an answer quickly. 49% said provide a range of options for me - In other words, help me understand all the ways I could tackle this challenge in front of me. Don’t decide for me what I need, show me a few options and let me decide. Source: https://research.hubspot.com/reports/buyers-speak-out-how-sales-needs-to-evolve
- [includes builds] Now this is what the buyer said. But let’s translate that into marketing and sales language. Basically, our buyers are telling us that they want personalization, automation and self-service options. Let’s dig into each of these.
- The majority of consumers get frustrated when experiences aren’t personalized. I can’t tell you how many emails I get daily that aren’t personalized or try to be personalized, but with the wrong information. I tune them out. In fact, we all crave personalized experiences… #updatebycity
- A psychology study from the University of Texas attributes our preference for personalized experiences to two key factors: an innate desire for control and the need to limit information overload in our increasingly hectic lives. Sources: HubSpot Blog: https://blog.hubspot.com/marketing/psychology-personalization#sm.0000f1i4yr10wveefuwrxgwf34x1r University of Texas Study https://repositories.lib.utexas.edu/handle/2152/18054
- START WITH YOUR GOALS LEARN THE BASICS SALES IS A PROCESS MEASURE EVERY STEP SELL TO PEOPLE WHO WANT TO BUY
- Let’s recap: Our buyers want… ...which means we need to provide an experience that’s... How many of us in the room feel like there’s a bunch of room for improvement on these things? (raise hand) Well, the writing is on the wall here.
- I see three easy, human and helpful ways that we can all begin adding value for our buyers, our customers.
- Earlier we talked about how the smallest inconsistency or break in the buyer experience can turn buyers away from your product or service. The reverse is also true, small successes, moments of delight, ways that you help make the buyers life easier with your product or service, helps to build trust. In a world where we so often communicate via a computer it’s even more important that we focus on creating a human experience where we’re showing our buyers and our customers that we value them, that we’re here to help them, that we care about them. And if we do this, if we can all today, right here, make a commitment to focus on bringing our marketing and selling and customer experience back to human, then perhaps we’ll find that in a few years time...
- And that’s what we’re going to cover in this section. We’ve seen the strategy, now I get to pull back the curtain and show you the tactics. (0:10)
- 2 MIN | 47 MIN This is Leroy, he is my mascot, this kid shows up on the internet more than cat video’s I like to put him in my cheerleader presentation because he makes me smile – every time – he closes out and leaves my audience happier than a pothead in Colorado
- Key Points: Building a modern smarketing organization is key to helping companies generate more revenue