The document summarizes key points from various presentations at the INBOUND 2016 conference. It covers topics such as sales forecasting, developing a sales pipeline, coaching sales reps, creating a service level agreement between sales and marketing, evolving brand strategy to focus on community and empowering customers, using images and infographics in marketing, optimizing websites for conversion, and local SEO strategies.

1. INBOUND 2016

2. NOVEMBER 8 - 11
• Attended over 15 classes based on:
– Marketing
– Sales

3. 3 THINGS SALES LEADERS
DESPERATELY NEED…BUT DON’T GET
1. Accurate Sales Forecasts
1. Be mindful of approaching dates/holidays
2. Comparing Q1-2016 and Q1-2015, etc.
2. Healthy Pipeline of Opportunities
1. MSA is on point with all of these
1. i.e. the amount of meetings you should have as a team, alone, and with the “C” class management
3. Coaching for Reps
1. There needs to be more than 1 sales training a year
1. Can be small trainings
1. i.e a one pager sent around regarding new software/products (ST 4)

4. 3 THINGS SALES LEADERS
DESPERATELY NEED…BUT DON’T GET
Goal
Reality
Options
Way Forward
Goal
Assessment
Ideas
Next Steps
Support

5. A SALES AND MARKETING LOVE
STORY
1. Create an SLA
1. Service level agreement
2. 82% found an SLA Effective
2. Vow to:
1. Commit to specific goals
2. Communicate openly and consistently
3. Hold ourselves accountable
4. Be transparent about our performance
3. Create a pipeline 

6. EVOLUTION OF BRAND
• 19th Century
– TM
– Logos, Colors, Voices
• All were the same
• 20th Century
– Brand = The Brand
– An intangible sum of a product’s attributes
– Creating various personas
• 21st Century
– Brand = Brand
– What your prospect thinks of when s/he hears your name. All the things: product, company, team, community,
marketing, voice, affinity, identity. More powerful than ever is Brand Loyalty and the community behind it.

7. EVOLUTION OF BRAND
• Pillars of Brand
– Product
– Culture
– Community
• Rethink the responsibility of a brand
1. Present a value of exchange beyond the product
a. Create a footprint page, show valued customers
2. Create a rally point worthy of their time
a. AirBNB: Make the world your home
3. Empower your customers
1. Let them control their product
2. What is and isn’t working for them
“Your brand is the culmination of every promise made and every promise missed. It’s in the product you build and the touchpoints
that surround it. It’s woven into every word, every design and every decision you make as a company.
It is no longer what we tell them it is, it’s what they tell each other. And in that shared experience is the potential for the most
beautiful brands.”

8. EVOLUTION OF BRAND
4. Invest in un-scalable moments of delight
a. 4 (5) types of loyalty
1. No Loyalty
2. Inertia Loyalty
3. Latent Loyalty
4. Premium Loyalty
5. RECIPROCAL LOYALTY
5. Be YOU at every turn
a. “I think the currency of being a brand leader is transparency. You’ve got to be truthful. I
don’t think you should be vulnerable everyday, but there are moments where you’ve got to
share your soul and conscience with people and show them who you are, and not be afraid
of it.”

9. EVOLUTION OF BRAND
• The future brand we will love:
– Be more than the products
– Create a rally point worthy of the world’s time
– Empower your customers
– Invest before they benefit
– Be outrageously true and honest
You must do it better than it’s ever been done before……

10. BUST THROUGH LINKEDIN LEAD
GENERATION MYTHS AND CRUSH YOUR
SOCIAL SALES!
• Biggest takeaways
– Individuals putting their number and email in the background image or hero image
– Creating a google voice number?
– Use a calendar/appointment tool to track cold leads
– Publish more on LinkedIn- Long Posts
• Reusing a blog or alert to create traction on their page

11. DIY DESIGN
• Images are the new CTAs! (calls to action)
• More and more people are enticed by images rather than a flashy “BUY NOW” button
• Make the blog easy to share
– Facebook graphic
– Twitter graphic
– LinkedIn Graphic
• Different for each platform
• Use more infographics
– With the shorter attention spans these days, use infographics in place of short blogs

12. DIY DESIGN
• More Free Programs to look into
– Adobe Spark
– Trello
– EZY Watermark
• Scheduling more tweets over a month’s span
– Re-use whenever applicable
– Share blogs/etc on Instagram with a link

13. HOW TO RUN MARKETING AS A TEAM
OF ONE
• Audit
– What currently drives demand for sales?
– How much does it cost?
• Mass emailing
– NO MORE MASS EMAIL
– Personalized emails go further through the funnel, can also personalize
• Landing pages
• Website content
• CTAs/Images
• Email content
• Subject lines

14. HOW TO RUN MARKETING AS A TEAM
OF ONE
• Subscribe button  Lead  Customer
– Make a subscribe visible on your high traffic pages 
– Once they are a subscriber, create buttons/images that entice them to buy
– Once they are a customer, send content to keep them customers (how to guides, updates
on their product, etc.)
• Create blog posts out of E-Book Chapters and vice versa
• Webinars  long form site pages
• Twitter posts  slideshares

15. HOW TO INCREASE SALES WITH
LOCAL SEO
• A lot of what we’re already doing
• Think about what someone will search, not what they should search
– Bomb dog NYC
– Bomb dog New York
– Etc
• Collect reviews – once you have them, keep them there
– You wouldn’t buy something this expensive without testimonials?

16. 5 THINGS YOU CAN DO TOMORROW TO
MAKE YOUR WEBSITE CONVERT MORE
1. Power of Empathy
1. Starting thinking like your user, rather than the expert
2. Utilize the tools you have: your customers
1. Compile their FAQs and make your site user friendly
2. Biggest Holes in your Leaky Bucket
1. Follow up
1. The contact us page should break up via region
1. Filter into NetSuite to capture all aspects
3. Analyze your key pages
1. Highest viewed pages
1. Do they tell the story they want to hear vs what you want them to hear
2. What pages are you missing?
1. FAQ

17. 5 THINGS YOU CAN DO TOMORROW TO
MAKE YOUR WEBSITE CONVERT MORE
4. Zoom out to see the big picture
1. How well do you navigate the pages
2. Do you feel something is missing
5. Some quick wins
1. Using a social media presence on the site
2. Update the blogs
3. Small text updates within pages