The document introduces inbound sales and how it differs from legacy sales approaches. Inbound sales focuses on understanding the buyer's journey and personalizing the sales process based on their needs and context. This involves identifying buyers actively in the market, connecting through personalized outreach, exploring buyers' unique challenges through conversation, and advising buyers by tailoring presentations based on insights from previous steps. Inbound sales transforms the sales process to align with how buyers purchase today.
Linkedin and Miller Heiman group came up with a research study to derive way of optimizing use of sales navigator. This presentation is adapted from that study/ebook, in context to my organization's selling perspective.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
Are you considering building Buyer Personas and Journey Maps? In this comprehensive guide on how to research your Buyers, you'll learn:
- How to get started
- How to organize your research
- How much work is involved
- The best practices for Buyer Personas, Journey Maps and conducting interviews
1.4 Marketing Plan - Segmenting Targeted Audiences by www.marketingPlanNOW.comwww.marketingPlanMODE.com
This presentation is about the demand of the existing business: Potential customers and actual consumers.
What are the optimal groups of people who we are seeking as consumers?
Those people that are the most satisfied with our service or product as it does fulfill their need in their own perception. As a result they may have the tendency to become loyal
Workshop slides of the Innovation Melange "Let me rewrite your ads" hosted by Talent Garden Vienna.
During this free online workshop, we took a look at paid channels and learned how to write highly converting copy for ads. We explored best practices and analysed various examples.
Linkedin and Miller Heiman group came up with a research study to derive way of optimizing use of sales navigator. This presentation is adapted from that study/ebook, in context to my organization's selling perspective.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
Are you considering building Buyer Personas and Journey Maps? In this comprehensive guide on how to research your Buyers, you'll learn:
- How to get started
- How to organize your research
- How much work is involved
- The best practices for Buyer Personas, Journey Maps and conducting interviews
1.4 Marketing Plan - Segmenting Targeted Audiences by www.marketingPlanNOW.comwww.marketingPlanMODE.com
This presentation is about the demand of the existing business: Potential customers and actual consumers.
What are the optimal groups of people who we are seeking as consumers?
Those people that are the most satisfied with our service or product as it does fulfill their need in their own perception. As a result they may have the tendency to become loyal
Workshop slides of the Innovation Melange "Let me rewrite your ads" hosted by Talent Garden Vienna.
During this free online workshop, we took a look at paid channels and learned how to write highly converting copy for ads. We explored best practices and analysed various examples.
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
The importance of the content distribution in e-commerce: An insight into a successful Facebook strategy [Graziashop case study]. Presented by Alissa Ugolini & Caitlin Hughes from Styla at Content Commerce Summit in Leipzig, June 2nd.
In today's competitive market, it goes without saying that your content has to stand out. However, producing a piece of exceptional, high quality content is only the beginning. Getting your message out there takes work, which is why a well thought-out distribution strategy is essential. Facebook, with over 1.49 billion active monthly users and 4.75 billion pieces of content shared daily, is a good place to start - but how is it possible to have your page and your posts stand out from the sea of content that is created and shared daily?
Evan Madden-Peister. Introduction to Startup SalesIT Arena
Evan Madden-Peister. Mentor at Starta Accelerator. Introduction to Startup Sales.
Consultant, Business Strategist, Project Manager, MBA with 10+ years of experience driving organizational success through the strategic leadership of innovative, progressive projects.
My professional foundation is within the food & hospitality space; having also graduated from the International Culinary Center and worked as a consultant and entrepreneur in the industry. I built on my prior hospitality consulting experience by completing an MBA and consulting for clients across industries and geographies. My expertise spans over marketing, business development/sales, product ideation/development, and business model design across diverse market settings. Repeated success serving as an integral member on cross-functional startup teams.
An articulate, creative, and entrepreneurial manager with excellent communication skills and a proven track record of forging meaningful relationships across a myriad of environments and cultures.
Specialties: management consulting, innovation, business design, business development, marketing and brand strategy, project management, and cross-functional team management
Sales letters and Sales Promotion LettersAli Lodhra
it is a presentation about sale letters and sales promotion letters. by this presentation we came to know the different styles and form of sales and sales promotion letters.
Let's face it - sales technology is fun to talk about. Never before has sales been more technology-enabled than now. As the Funnelholic, we love talking sales tech which is why we HAD to have Matt Heinz, President of Heinz Marketing, lead the sales technology webinar. Matt is an analyst, an end user, and a consultant who seen it all and tried it all. He is always trying to find the tools that are not only cool (of course), but deliver real value, real efficiencies, and real ROI to sales people. He is also one of the most entertaining, engaging presenters in the world. In other words, you can't ask for more.
How to Create Competition Crushing Content Ali Schwanke
How to Create Competition Crushing Content
Whether you work in B2B or B2C, content is the driving force behind effective marketing. But how do you create content that connects and leads customers toward a sale? By using easily obtained insights to write, record, and promote using language
that makes sense to your customers! (Hint: your competitors likely aren't doing this!)
In this presentation, you'll learn:
-How go about developing a content strategy that's
customer centric
-How and where to glean insights so you can avoid buzzwords and industry jargon and lead with "customer speak" instead
-How to keep your content interesting and action focused
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
How to create a modern sales organizationZacharyCurry6
The how to guide for creating a modern sales organization from startup to mid sized enterprise. Bonus material for startups includes the maximizing college interns to develop your lead generation marketing team.
Zach Curry
zczinc@gmail.com
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
The importance of the content distribution in e-commerce: An insight into a successful Facebook strategy [Graziashop case study]. Presented by Alissa Ugolini & Caitlin Hughes from Styla at Content Commerce Summit in Leipzig, June 2nd.
In today's competitive market, it goes without saying that your content has to stand out. However, producing a piece of exceptional, high quality content is only the beginning. Getting your message out there takes work, which is why a well thought-out distribution strategy is essential. Facebook, with over 1.49 billion active monthly users and 4.75 billion pieces of content shared daily, is a good place to start - but how is it possible to have your page and your posts stand out from the sea of content that is created and shared daily?
Evan Madden-Peister. Introduction to Startup SalesIT Arena
Evan Madden-Peister. Mentor at Starta Accelerator. Introduction to Startup Sales.
Consultant, Business Strategist, Project Manager, MBA with 10+ years of experience driving organizational success through the strategic leadership of innovative, progressive projects.
My professional foundation is within the food & hospitality space; having also graduated from the International Culinary Center and worked as a consultant and entrepreneur in the industry. I built on my prior hospitality consulting experience by completing an MBA and consulting for clients across industries and geographies. My expertise spans over marketing, business development/sales, product ideation/development, and business model design across diverse market settings. Repeated success serving as an integral member on cross-functional startup teams.
An articulate, creative, and entrepreneurial manager with excellent communication skills and a proven track record of forging meaningful relationships across a myriad of environments and cultures.
Specialties: management consulting, innovation, business design, business development, marketing and brand strategy, project management, and cross-functional team management
Sales letters and Sales Promotion LettersAli Lodhra
it is a presentation about sale letters and sales promotion letters. by this presentation we came to know the different styles and form of sales and sales promotion letters.
Let's face it - sales technology is fun to talk about. Never before has sales been more technology-enabled than now. As the Funnelholic, we love talking sales tech which is why we HAD to have Matt Heinz, President of Heinz Marketing, lead the sales technology webinar. Matt is an analyst, an end user, and a consultant who seen it all and tried it all. He is always trying to find the tools that are not only cool (of course), but deliver real value, real efficiencies, and real ROI to sales people. He is also one of the most entertaining, engaging presenters in the world. In other words, you can't ask for more.
How to Create Competition Crushing Content Ali Schwanke
How to Create Competition Crushing Content
Whether you work in B2B or B2C, content is the driving force behind effective marketing. But how do you create content that connects and leads customers toward a sale? By using easily obtained insights to write, record, and promote using language
that makes sense to your customers! (Hint: your competitors likely aren't doing this!)
In this presentation, you'll learn:
-How go about developing a content strategy that's
customer centric
-How and where to glean insights so you can avoid buzzwords and industry jargon and lead with "customer speak" instead
-How to keep your content interesting and action focused
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
How to create a modern sales organizationZacharyCurry6
The how to guide for creating a modern sales organization from startup to mid sized enterprise. Bonus material for startups includes the maximizing college interns to develop your lead generation marketing team.
Zach Curry
zczinc@gmail.com
Resources from this Presentation
- MakeMyPersona tool - makemypersona.com
- A Practical Guide to Planning a Successful Inbound Marketing Campaign - http://blog.hubspot.com/marketing/practical-inbound-marketing-campaign-ht
-The Resources You Need to Run an Inbound Marketing Campaign (HubSpot) - http://blog.hubspot.com/marketing/inbound-marketing-campaigns-ht
- 8 Big Marketing Campaign Mistakes to Stop Making NOW (HubSpot) - http://blog.hubspot.com/blog/tabid/6307/bid/34207/8-Big-Marketing-Campaign-Mistakes-to-Stop-Making-NOW.aspx
Sales Hacker Conference San Francisco - Lincoln Murphy - Customer Success as ...Sales Hacker
Customer Success as a Growth Engine by Lincoln Murphy
Sales Hacker Conference San Francisco - November 6, 2014
Visit SalesHacker.com for more sales hacks, tips, and tactics.
Aviva Walsh's demonstration revolved around Inbound Sales and how to implement it in your business. Watch her presentation to learn more about Inbound Sales and the alignment of Sales and Marketing.
RiseFuel's Beginners Guide to Inbound MarketingTony Shannon
By now, we've all heard how valuable—even essential—inbound marketing can be for growing sales and finding new customers. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that inbound marketing is far more complex field than it first seems.
Diving in without a sense for what it's like can be overwhelming, and building a marketing strategy that provides real value takes both savvy and hard work, but fear not—we're here to help!
9. Inbound Selling Philosophies
1. Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2. Inbound salespeople personalise the entire sales experience
to the buyer’s context.
#BristolHUG
10. HOW DO YOU START DOING
INBOUND SALES?2
#BristolHUG
12. If the salesperson can not add value beyond
the information the buyer can find on their own,
the buyer has no reason to engage with the salesperson.
#BristolHUG
14. STEP 2
Build a sales process that supports the buying journey
#BristolHUG
15. Inbound sales teams build a sales process that
supports the buyer through their journey.
#BristolHUG
Asaresult,the salesperson and the buyer feel like they are aligned,
rather than atodds with one another,through the buying and selling process.
17. Inbound Selling Philosophies
1. Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2. Inbound salespeople personalise the entire sales experience
to the buyer’s context.
#BristolHUG
19. Inbound Sales
Methodology
Legacy Inbound
IDENTIFY
Unaware of which buyers are active in abuying journey
and identify buyers they believe are a good fit for their
offering and start calling those buyers randomly.
Prioritise buyers that are active in a buying journey
and use all of the clues available to them to determine
who might need their service.
CONNECT
Focus their prospecting efforts on cold emails and cold
voicemails that highlight the same generic elevator pitch
and entice the buyer with an offer to see apresentation.
Lead with a message personalised to the buyer’s context.
They develop trust with buyers by showing a genuine
interest inhelping.
EXPLORE
Transition into presentation mode the moment a buyer
expresses interestand revert to a generic presentation,
outlining information buyers already have access to.
Transition into exploratory mode whena buyer
expresses interestand leverages it in order to develop
additional trust and uncover deep buyer goals through a
conversation.
ADVISE
Deliver the same presentation and same case studies to
all buyers and revert to “auto-pilot” and deliver their
standard presentation.
Tailor the presentation to the buyer’s context,
leveraging the information gathered during the exploratory
process.
#BristolHUG
20. Identify
Most buyers are already in the awareness
stage of the buying journey before they
engage with salespeople. Inbound
salespeople prioritise active buyers.
#BristolHUG
21. How To Identify Better Inbound Leads
1. Define your Ideal Buyer Profile
2. Identify leads that match your Ideal Buyer Profile
3. Enrich the lead with buyer context
#BristolHUG
22. Defining Your Ideal Buyer Profile
• Are there company sizes are are more ideal that others?
• Are there industries that are more ideal?
• Are there georgraphic locations that are more ideal?
• What other attributes are important?
#BristolHUG
23. Use Clues To Determine Who Needs Your Service
• Find blogs their buyers are reading
• Find LinkedIn groups their buyers ask questions in
• Follow the thought leaders on Twitter that their buyers follow
• Contribute to their company’s blog
#BristolHUG
24. Connect
Legacy salespeople use cold, generic
elevator pitches and entice the buyer with
a discount.
Inbound salespeople lead with a message
personalised to the buyer’s context.
#BristolHUG
25. How To Set Up A Connection Strategy
1. Define your Personas
2. Define your sequences for each persona
3. Define the outreach content for each sequence
#BristolHUG
26. Buyer Personas
Start with one segmentation at the
company level (like industry) and one
at the individual level (like role).
#BristolHUG
27. Sequences
Ask yourself:
1. Which mediums will we
use to reach out to each
persona?
2. When will you reach out?
3. If you don’t connect the
first time, how many
times do you try again?
#BristolHUG
28. Outreach Content
Personalise the entire sales experience to the buyer’s context.
This includes:
• Type of organisation the buyer is from
• Who the buyer is within that organisation
• The stage the buyer is at in their buying journey
#BristolHUG
29. Explore
Guide an exploratory conversation so that
you’re in control, but your prospect feels
like they’re being empowered to make the
right decisions.
#BristolHUG
30. How To Host An Exploratory Call
1. Learn the prospect’s challenges
2. Connect their challenges to goals
3. Understand the prospect’s timeline and urgency
4. Discuss positive and negative implications
5. Discuss authority, buy-in and budget
#BristolHUG
31. This framework helps you position your products and services
as a solution to your buyer’s unique challenges.
#BristolHUG
34. Advise
Inbound salespeople serve as a translator
between the generic messaging found on
your company’s website and the unique
needs of your buyer.
#BristolHUG
35. How To Host An Advisory Call
1. Recap the exploratory call
2. Suggest ways the prospect can achieve their
goals or overcome their challenges
3. Confirm decision making processes, budget
and timeline
4. Get buyer commitment
#BristolHUG
36. Examples Of Standard Legacy Presentations
• A generic PowerPoint deck illustrating the company
background, product advantages, and two most popular
case studies
• A product demonstration flow of the same features presented
in the same order emphasizing the most common value
propositions
• A generic ROI study that the legacy salesperson shows to all
buyers
#BristolHUG
37. Examples Of Tailored Inbound Presentations
• A PowerPoint deck emphasising only the value propositions aligned with the
buyer’s needs, using the buyer’s terminology. The deck also includes the
case studies best aligned with the buyer’s industry, role, and need
• A product demonstration illustrating only the features important to the buyer,
in order of importance to the buyer
• An ROI analysis customized to the buyer’s metrics and business
• A proposal or contract that spells out a client’s goals, agreed upon scope of
work, and metrics that indicate success
#BristolHUG
38. Inbound Sales
Methodology
Legacy Inbound
IDENTIFY
Unaware of which buyers are active in abuying journey
and identify buyers they believe are a good fit for their
offering and start calling those buyers randomly.
Prioritise buyers that are active in a buying journey
and use all of the clues available to them to determine
who might need their service.
CONNECT
Focus their prospecting efforts on cold emails and cold
voicemails that highlight the same generic elevator pitch
and entice the buyer with an offer to see apresentation.
Lead with a message personalised to the buyer’s context.
They develop trust with buyers by showing a genuine
interest inhelping.
EXPLORE
Transition into presentation mode the moment a buyer
expresses interestand revert to a generic presentation,
outlining information buyers already have access to.
Transition into exploratory mode whena buyer
expresses interestand leverages it in order to develop
additional trust and uncover deep buyer goals through a
conversation.
ADVISE
Deliver the same presentation and same case studies to
all buyers and revert to “auto-pilot” and deliver their
standard presentation.
Tailor the presentation to the buyer’s context,
leveraging the information gathered during the exploratory
process.
#BristolHUG
To understand inbound sales, we need to start with buyers and how their behaviors have changed over the years.
The internet changed the buyer/seller relationship. Now, the needed information that the buyers use to make a purchase decision is just a click away. The power in the buying and selling process has shifted from the seller to the buyer. The buyer process has transformed. Therefore, the sales process has transformed as well.
As we begin this transformation, it is important to understand the two philosophies that drive inbound selling.
Inbound sales teams base their entire sales strategy on the buyer rather than the seller.
2. Inbound salespeople personalize the entire sales experience to the buyer’s context
The first step in transforming to an inbound sales model is to understand the way your customers buy your service. This process is often referred to as the buyer’s journey.
Conduct a few interviews with customers, prospects, and other salespeople at your company to get a sense of the buying journey. Consider the following framework for the buying journey:
Awareness
Consideration
Decision
Legacy sales teams that struggle with inbound sales skip the buyer’s journey step. Instead, legacy sales teams start by defining their sales process. As legacy salespeople begin executing this self-serving sales process, they focus more energy on checking the boxes their sales manager laid out for them than listening to the buyer and supporting the buyer through their process. Buyers don’t want to be prospected, or demoed, or closed. These steps add zero value to the buyer. If the salesperson cannot add value beyond the information their buyer can find on their own, the buyer has no reason to engage with the salesperson at all.
Once the buying journey is defined, the next step is to build your sales process. Unlike legacy sales teams that build the sales process first, inbound sales teams build the sales process after the buying journey has been defined. Inbound sales teams build a sales process that supports the buyer through their journey.
In order to build your sales process, ask yourself what your salespeople can be doing at the Awareness, Consideration, and Decision stages to support the buyer. We recommend the following framework for your sales process:
Identify
Connect
Explore
Advise
Inbound salespeople identify “strangers” who may have goals or challenges they can help with. These “strangers” become “leads”. Inbound salespeople connect with these “leads” to help them decide whether they should prioritize the goal or challenge. If the buyer decides to prioritize the goal or challenge, these “leads” become “qualified leads”.
Inbound salespeople explore the goals or challenges with these “qualified leads” to assess whether the salesperson’s offering is a good fit for their context. If the salesperson’s offering is a good fit for the qualified leads’ context, these “qualified leads” become “opportunities”. Inbound salespeople advise these “opportunities” on the ways in which their offering is uniquely positioned to address the buyer’s context. If the buyer agrees the salesperson’s offering is best for them, these “opportunities” become “customers”.
Inbound salespeople use all of the clues available to them to determine who might need their service. Not only do these activities help inbound salespeople identify active buyers, these actions also position inbound salespeople as thought leaders with their buyers. As inbound salespeople engage with buyers, they have more authority, credibility, and trust than legacy salespeople.
During the Identify stage, legacy salespeople are unaware of which buyers are active in a buying journey. Legacy salespeople identify buyers they believe are a good fit for their offering and start calling those buyers randomly.
However, many buyers are already in the Awareness stage of the buying journey before they engage with salespeople. These active buyers are the best buyers to target first. But legacy salespeople fail to differentiate active buyers from passive buyers. Inbound salespeople prioritize active buyers ahead of passive buyers.
Inbound salespeople start with the buyers that are already in the awareness stage of the buying journey. These buyers may have recently visited the company website, filled out a form, opened one of the salesperson’s emails, or left a clue of their need in some other way.
Active buyers may have recently visited the company website, filled out a form or opened one of the salesperson’s emails.
Ask the audience to say a couple of these aloud, give some examples related to their own businesses.
During the Connect stage, legacy salespeople focus their prospecting efforts on cold emails and cold voicemails. These cold outreaches highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation. When legacy salespeople actually get buyers on the phone, most of the effort is spent qualifying them on the size of their budget and their authority to spend it.
When inbound salespeople reach out to buyers, they lead with a message personalized to the buyer’s context. This context could be the buyer’s industry, their role, their interests, or common connections. In the opening outreach, inbound salespeople make an offer aligned with the Awareness stage of the buying journey.
Talk about the steps here, calls, emails, linkedin follows, stuff
When inbound salespeople get a buyer on the phone, they identify the buyers’ interests and priorities and offer helpful advice. They ask buyers about specific goals and advise them accordingly. They develop trust with buyers by showing a genuine interest in helping. Americans mention an article they read on the company’s blog, invite to connect on LinkedIn before the call, attend a webinar the prospect is hosting.
During the Explore stage, legacy salespeople transition into presentation mode the moment a buyer expresses interest. But at this stage, legacy salespeople do not understand the buyer’s context well enough to deliver a value-adding presentation. Because the buyer context is underdeveloped, legacy salespeople revert to a generic presentation, outlining information buyers already have access to.
Inbound salespeople leverage this initial buyer interest in order to develop additional trust and uncover deep buyer goals through an exploratory conversation. They leverage the buyer’s initial interest and their own credibility as a thought leader to probe deeper into the buyer’s specific goals and challenges. As experts, inbound salespeople can assess whether they can help the buyer efficiently and more thoroughly than a prospect can on their own.
Through proper positioning of value and the right questioning process during the Explore stage, inbound salespeople help prospects conclude when they are the right solution for their needs. In effect, they guide their prospects to the right conclusions.
Old school sales stuff
During the Advise stage, legacy salespeople deliver the same presentation and same case studies to all buyers. Legacy salespeople might do some light discovery around buyer needs - just enough to know there might be interest. Then, they usually revert to auto-pilot and deliver their standard presentation. (See examples following slide)
These do NOT impress upon your buyer that you are uniquely positioned to overcome their challenges. (See following slide for options that do!)