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American Marketing Association
- 3. julcreative.com | @julcreative • Growth Goals • Communication Hijacked • A Buyer’s Journey, Triggers and Goals • Website Sales Machine • Strategy Development Process AGENDA
- 4. julcreative.com | @julcreative Growth isn’t for everybody. Some people just want to stay the same forever.
- 5. julcreative.com | @julcreative We were spending: $290,000 • $108,000 a year on yellow page ads • $72,000 a year on radio • $40,000 for three months of TV • $30,000 on golf outings • $20,000 on sponsorships • $20,000 on that ever elusive wining and dining customers
- 6. julcreative.com | @julcreative 1998 2003 2004 2007
- 7. julcreative.com | @julcreative AVG COST/LEAD: $143 AVG COST/LEAD: $373 INBOUND SOURCE: HUBSPOT, 2014 OUTBOUND Inbound marketing costs 62% less per lead than traditional, outbound marketing. FACT:
- 8. julcreative.com | @julcreative Is there such a thing as a Silver Bullet?
- 10. julcreative.com | @julcreative INBOUND MARKETING PROCESS
- 11. julcreative.com | @julcreative Consider: • Title • Department • Type of Company or Industry • Revenue • # of Employees • Growth Rate • Location TARGET BUYER PERSONA
- 12. julcreative.com | @julcreative PERSONAS & DATABASE Production Manager Engineer Operations Manager C-Level Project Manager Concise ROI Big Picture Database +KPI New Contacts +KPI New Inbound Contacts KPI Total Contacts KPI Classified Contacts Efficiency Quality Safety Specifications Details Reliability Organization Timing Reliability Efficiency Quality Safety
- 13. julcreative.com | @julcreative IDENTIFYING TRIGGERS & GOALS Joe, is a Commercial Facility Manager at a manufacturing company in the Midwest. Joe is responsible for making sure the buildings and their services meets the needs of their 500+ employees. He is accountable for the cleanliness, security, and ensures the work conditions are a suitable environment. Joe worked his way up to being a facility manager. His salary is between $85-$115K, he has college aged children and is married. EXAMPLE PERSONA:
- 14. julcreative.com | @julcreative TRIGGERS GOALS 1 2 3 My energy costs are too high in my manufacturing facility. Lower energy costs in my manufacturing facility. I need to increase air flow in my manufacturing facility. Have clean air in the facility.
- 15. julcreative.com | @julcreative What are the most Common Questions your sales team gets early in the sales process?
- 16. julcreative.com | @julcreative ORGANIZING THE MACHINE Specific Targeted Buyer Trying to Attract (Buyer Persona) Top Problem They Search in Google (Trigger) Attract Visitors with Blog Posts Keywords with Organic Focus Targeting Question Related to Problem Guides, Tools and other Premium Content Positioned to help solve Trigger Convert Visitors with Premium Content Offers Question Related to Problem Question Related to Problem
- 17. julcreative.com | @julcreative ADDING MORE BAIT Specific Targeted Buyer Trying to Attract (Buyer Persona) Top Problem They Search in Google (Trigger) Blog Posts Keywords Targeting Question Related to Problem Guides, Tools & other Premium Content Positioned to help solve Trigger Premium Content Offers Question Related to Problem Question Related to Problem Top Problem #1 Top Problem #2 Top Problem #3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Guides, Tools & other Premium Content Positioned to help solve Trigger Guides, Tools & other Premium Content Positioned to help solve Trigger
- 18. julcreative.com | @julcreative 90% of B2B buyers say when they are ready they will find you… by doing their research online. (Cascade Insights) FACTS: ATTRACTION: • Keywords • Blogging The most effective B2B marketers dedicate 42% of their budgets to content marketing. (Content Marketing Institute) • Social Media • Pay Per Click
- 19. julcreative.com | @julcreative FACT: B2B companies that blog 1-2 times per month generate up to 70% more leads than those that don't blog at all. (Hubspot) SOURCE: State of Inbound Marketing Lead Generation Report
- 21. julcreative.com | @julcreative CONVERSION: • eBooks • Guides • Whitepapers • Case Studies • Forms • Calls to Actions Increase web leads through landing pages tailored to your personas. Downloadable offers create 3x more qualified leads than traditional form fills. (DemandGen) FACT:
- 22. julcreative.com | @julcreative FACTS: Websites that depend on traditional form fills like “contact us” and “sign up for our newsletter” forms typically have a 0.5%-0.9% conversion rate. Providing “Calls-to-Action” and downloadable, educational-based forms will improve conversions by 200%-300%. CONVERSIONS
- 23. julcreative.com | @julcreative The items pointed out are “Call to Actions” When your visitor clicks a Call to Action, that is typically referred to as a “Click Through” CATCH YOUR WEB VISITOR
- 24. julcreative.com | @julcreative FORM FILL Start collecting information and segmenting the leads that fill out the form so you can follow-up.
- 25. julcreative.com | @julcreative FACT: 73% of customers get frustrated when content appears that has nothing to do with their interests. (Hubspot)
- 26. julcreative.com | @julcreative NURTURE/SEGME NT Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group) FACT: Jim Rick
- 27. julcreative.com | @julcreative NURTURE SEQUENCE Download Form Thank You Page Email One Email Two Email Three Wait 2 Days Wait 3 Days Wait 2 Days
- 29. julcreative.com | @julcreative LEAD SCORING
- 30. julcreative.com | @julcreative SALES ENABLEMENT NOTIFICATIONS
- 31. julcreative.com | @julcreative Close CLOSE Sales Enablement Notifications Detailed Data for Sales
- 32. julcreative.com | @julcreative TYPES OF LEADS IN THE FUNNEL
- 33. julcreative.com | @julcreative QUALITY OF LEADS BY SOURCE
- 34. julcreative.com | @julcreative • Online workshop with your marketing and sales team to identify & define one targeted buyer persona • Detailed plan to execute a proven content marketing strategy and generate qualified leads to your sales team • Best practices for your sales team to utilize this strategy and materials to close on the new leads • Learn more: trendingupstrategy.com/strategy CONTENT MARKETING BLUEPRINT
- 35. julcreative.com | @julcreative YOU CAN BE HERE People 249 annual work days 2,080 work hours 1 person at a time Website 365 annual work days 8,760 work hours Unlimited people at a time Growth Driven Websites are attracting, nurturing and assisting 24/7, 365 vs
- 36. julcreative.com | @julcreative Inbound Marketing Specialist jenna@trendingupstrategy.com THANK YOU!
Editor's Notes
- Ultimately why we market our businesses is to gain more business, to grow; which is why any marketing strategy needs to be tied to a company’s growth goals and sales process. My expertise primarily lies in Digital Marketing, so how to leverage the internet, available technology, and data at your finger tips to grow and guide marketing investments to help reach your growth goals.
- I prefer these seminars to be as interactive as possible so feel free to add comments or ask questions as we go.
- My background is in marketing and sales at a commercial overhead door and loading dock company. When I started, my boss explained our company’s growth goals and I was tasked with helping meet them. As I was being on-boarded I remember loving that the entire company was aligned around a shared revenue goal. We all understood why we were there. I knew my role and how I fit into this puzzle. It was my assumption after learning our growth goals that the whole company was aligned around this, fairly quickly after on-boarding I realized that there was no way we were going to reach our goal. Sales was pointing fingers at marketing and marketing was pointing fingers at sales. We weren’t on track to meet our goals and our company was not aligned. So I looked at what we were doing. For marketing,
- The strategy in place for this investment was based on the number of eyeballs we could reach, the more eyes, the more client. We were dependent on reach, how many mailboxes can you get it to, how many people can we bombard? The more money…. The more reach. That totals a $290,000 budget on "marketing”. We couldn't tie that to a damn thing at the end of the year. My goal was to have an cost of customer acquisition ratio of 3:1 meaning the value of a customer should be three times more than the cost of acquiring them. If the ratio is close (i.e.1:1), you are spending too much. If it's 5:1, you are spending too little.. It was clear that we were spending way too much per lead. My boss suggested I look into SEO and content marketing. What I found was that essentially SEO is a way to help businesses get found. Educational marketing, digital marketing and content marketing were all processes for growing a business with helpful, tailored information. This isn’t new; EXAMPLE: If you are an investment banker and you meet someone who has been approached by a serious buyer, you will speak to her much differently than you will speak to an older gentleman with a family-owned business who is looking to retire and have his son take over the business. We customize and help our prospects based on the issues they are trying to find answers for. The process of understanding the buyer and giving them what they want hasn’t changed, so what has changed that has 78% of businesses to say their marketing or sales efforts effectiveness is deceasing every year?
- These four things have hijacked research and communication. By 2020, customers will manage 85% of their relationships without talking to a human. In 1998 Google launched. This created a movement that changed how we research. We don’t have to step foot into a library nor do we have to look hard to find the information want. We have access to any type of information we desire, which means salespeople no longer have the upper hand on holding the power of information. In 2007 it took 3.68 cold call attempts to get a response. Today, it takes at least 8. Sales people won’t disappear, but their role is changing, and many are struggling to adapt. But half of all B2B purchases are expected to be made directly online by 2018 If your top prospect came to your site could they find all the information needed to invest with you? Instead of forcing a communication channel your leads aren’t interested in, one they perceive to be pushy and uninformative we have to be nimble enough to be where they are, give them information the way they want it. The question becomes, how well do you know your buyers? Where are they and do you have a strategy in place to help them?
- Organizations utilizing inbound strategies were 4.5x more likely than outbound organizations to rate their marketing as effective. READ STAT Inbound marketing allows small and medium size businesses to compete with the way the big boys market without having to spend like one. The reason why is because is process of inbound is much more narrow and only targets a qualified group of prospects instead of every single person that drives by a billboard or listens to the radio. We connect with the people that you can help and who are seeking out that help. Back to the overhead garage door company for a moment, I wanted to get closer to the COCA ratio of 3:1, I had no clue what our marketing was generating and I made some big assumptions but turned out to be right. So what we did was cut the budget in half, we shifted that to spending $100,000 on the website and $50k on the wining and dining, golfing. This shift produced a 400% return that I could tie to specific marketing efforts. We were generating more business than ever before and because we determined who we were connecting with, our profit margins were also higher than usual. I definitely don't wanna sound like supper woman or anything because we failed a lot for about 2 years before we found what worked. My biggest take away was there is no silver bullet.
- When I decided to start content marketing, I did a lot of one off fragmented tactics. There was no rhyme or reason I did any of those things other than a desperate attempt to bring in leads. I tried a blast email with mail chimp now and again… I posted on our facebook page here and there and I listened to popular opinion and tried blogging randomly about how amazing our company was which I now call boast blogging and is a practice I see far too often on people’s sites. After a month or so I didn’t see any increase in traffic or any changes really at all. So back to the drawing board. When I finally started to see success it was by creating Buyer Personas for our company. Semi-fictional representation of my ideal client. Any given company should have between 4-6 buyer personas. When I started blogging again I was blogging with a specific purpose, to solve an issue one of my buyer personas was experiencing. The result was a 300% increase in website traffic. I was finally attracting people to our site but I still had a long way to go. It was great I finally figured out how to drive traffic, but now I needed to figure out if these people were qualified, who these people were AND
- How the information I was presenting them needed to change as they moved through my sales funnel. Because I did not know who these visitors on my blog were so I couldn’t nurture any of the relationships that were forming and I couldn’t customize the content I was presenting to them. What I know now is I was lacking a strategy. I didn’t have a documented plan or even an idea of what to do after I got a visitor to my blog or on my site. An effective strategy is going to consist of understanding your buyers and knowing how to use the appropriate content to move them through the sales funnel. 74% of deals are awarded to the company that was first to add value and insight. (Corporate Insights)
- When I said there was no silver bullet, it is because there are tons and tons of ways to build a strategy but it starts with understanding who your buyer is, how they best digest information, and the channels they frequently visit.
- Before you create a strategy you need to know who you are making the strategy for. The companies I have found that have the most success create strategies around EACH buyer persona. Its great that you have many types of buyers, that means you can have many strategies going however if one buyer needs different information than the next to help guide them to a closed deal then you you should be mindful and present them with only the information that is relevant to them and in the relevant channels. To start, we want to focus and hone in on one specific type of customer, your ideal customer and understand information they need to be sold. I would like everyone to write down the following. If you could only do business with one type of customer, who would it be? --- You have to categorize each type of target buyer and give them different information to effectively sell your services.
- Inbound marketing is all about getting found when your customers are triggered to search for helpful information about their problems. If they end up on your site reading content it is very likely they are facing a problem that triggered them to seek out information to find a solution. The next step is understand the top 3 problems this buyer persona has when they come to you.
- This is a great start. You have identified your ideal customer, their problems (triggers) and their goals. This is a big step to be able to develop content that is helpful to them. The final step would be to develop a list of likely questions that your personas may ask related to their goals. The reality is, many of your prospects will type questions directly into Google. Like a prospect with the question “How do I meet my website goals and metrics? “. People typically search in phrases or multiple words. Your goal is to produce valuable content that discusses and answers those questions. Then we rely on the power of inbound marketing and Google to ensure that your content gets found.
- When a prospect has a problem they typically start by researching questions regarding the trigger. For example, they will pull up a Google search pane and type phrases or a questions like: Do I need to shut my facility down to clean the coils or duct work? How do I check the air flow efficiency? Many companies only try to rank on google for broad keyterms like Investment Banking…. The goal behind inbound marketing is to attract highly qualified buyers. Not everyone. When we attract everyone. Its likely a high percentage will come on and leave quickly because it isn’t what they expected or maybe a competitor. The more specific we get, the more qualified the leads become.
- We use the blogs to attract a stranger to our site that is great! Now we need to turn them into a lead where we know their name and we can qualify or disqualify them.
- Creating relevant, quality content increases your chances of being found through search engines while also educating prospects on your site. On average, B2B researchers do 12 searches prior to engaging on a specific brand’s site.
- MIT Study MORE BLOGS = MORE LEADS
- Reduce Risks and Liabilities by Hiring a General Contractor Strategic Architectural Design Guide How to meet business goals and maximize profit with green building
- We start collecting information and segmenting the leads that fill out the form so we can follow-up.
- 73% of customers get frustrated when content appears that has nothing to do with their interests. (Hubspot) Combat that with SMART content that changes with your prospect. ----- Meeting Notes (9/9/16 14:42) ----- Case Study: Architecture firm wins LEED award while exceeding clients business goals. Learn more.
- 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. According to a Marketo benchmark study, on average, 50% of leads are not yet ready to buy when they initially come into your pipeline. Digital marketing isn’t working Need for expansion.
- Nurtured leads convert XX times higher than non nurtured leads.
- Recent research shows that 96% of B2B buyers who responded to a survey want content with more input from industry thought leaders, rather than content that sells DemandGen 2016 TMG found that 90% of consumers find custom content useful
- I get a notification on my phone and because im a read geek i get notified on my apple watch.
- Now you understand there are several tactics that all work into the bigger picture. To accomplish a successful digital marketing strategy you need a documented sales process. Do not try to increase your traffic until you have a sales process built online and then understand how to automate it, & how to measure it.
- Once you have the strategy in place, then its time to fuel up the engine. Keep in mind this step takes time, you will need about 3 months of content fuel before you see results. Once you get the results we use the automated systems to help us measure which types of fuel are rocket fuel for our strategy. As people move through your sales process we use the likelihood a sale will occur based on where they are in your sales process. We look at where they came from and how they engaged. We can predict the likelihood a prospect will close. This however is different for each company, which is why there is no silver bullet. We want to follow the data to guide your investment. If you have a extremely high close rate from organic traffic, leverage this. If you have a high close rate from people coming from YouTube, leverage that!
- For those of you wondering "what next" my answer is create a strategy around a buyer. Don't do the one offs with just email or just blogging, learn from the mistakes I made early on. If this is overwhelming, or if you want more information on how to produce a strategy that is tailored to your company go to this link or drop me your business card. We have tons of tools that can show you how to do it on your own or this is something that we love helping companies do.
- On average, a B2B company spends $10K-$15K hiring an individual salesperson, $2K a year in sales training, with a base salary of $43K. Your website has the potential to be your top sales engine that is performing 24 hours a day with no vacation time, yet many companies invest far less in there website.