Marketing has been turned on it's head - why you need to move from outbound to inbound marketing. In this highly informative webinar, we will focus on Business to Business (B2B) and high consideration B2C organizations. We'll explore how Internet marketing has transformed the way businesses market and sell. You will discover how your own business can leverage internet marketing to improve marketing and sales processes and increase revenue and profitability.

1. Don’t call them, they’ll call you (really!)
Why you need to move from outbound to inbound marketing

2. About RPM
 RPM is a marketing and sales consultancy based in
Los Angeles. We focus on SoCal.
 Our most important practice is Marketing Automation
 Diagnostic and planning
 Design, build, and implement processes
 Sales/Marketing alignment
 Technology selection, installation and optimization
 Campaign and content development
 Metrics analysis
Marketing Solutions Today for Tomorrow’s Challenges

3. Your presenter
Christophe Cremault is a Partner at RPM and the founder and CEO of UrbiCast; both firms
work closely together.
Cremault has spent the last 14 years improving sales and marketing of clients of all sizes and
industries by leveraging the internet to grow their business.
Clients included JC Penney, Coach, Toys R Us, Walmart, Pottery Barn, Bass
Pro, Thornton, Williams-Sonoma, Home Depot, Patagonia, Frontgate, JJill, Jos. A.
Bank, Talbots, Brooks Brothers, Toshiba, LEGO, SONY, Dow Jones, Lexis-Nexis, Washington
Mutual, TD Waterhouse, Starwood Hotels, Trident Capital, Citibank, Bankshares, Franchise
Master, Seattle Times, GE Capital, Thomson Financial, webloyalty.com, Clark
Security, Practising Law Institute, FoodFit, MusicSpace, Razor and Tie, World Commerce
Online, Floramall, Vitamin Shoppe, Chase, Rand McNally, Tumi Luggage, etc.
Prior to that, Cremault spent over 10 years in management and IT consulting to Global 5000.
His clients included South New England Telephone, JP Morgan, Total Petroleum, Bio Merieux
Vitek, ICI Chemicals, US Chamber of Commerce, RalCorp, and others.
Marketing Solutions Today for Tomorrow’s Challenges

4. Agenda
1. Why the shift exists
2. Differences
3. How outbound fails
4. Why change
5. How to implement
Marketing Solutions Today for Tomorrow’s Challenges

5. Takeaways
 Your buyers have changed how they
buy. If you’re not with them, they’ll do
without you
 It’s all about content and processes –
and it’s a big change
 It can’t happen without automation
 You can’t get to target #s without
analytics
Marketing Solutions Today for Tomorrow’s Challenges

6. Why the shift exists?
Buyers now drive the sales process because:
 Most folks don’t really like sales people –
until they really need them
 The information they need is widely available
 The self-service model is more efficient
 The self service model generates better
buying outcome
Marketing Solutions Today for Tomorrow’s Challenges

7. Differences
Outbound Inbound
 “Push” messages to  Respond to requests
audiences
 Interrupt audiences  Be visible (SEM…)
 Slogan, pitch centric  Education centric
 Brand or buy  Gradual relationship
messages
 Audiences  Individual leads
Marketing Solutions Today for Tomorrow’s Challenges

8. Why outbound fails
I can’t hear youuuuu!
 210 million numbers in DNC database
 91% have unsubscribed to opt-in newsletter
 44% direct mail unopened
 86% skip TV ads
 % unsolicited sales calls you take – gladly?
Buyers want to be educated, entertained. Not sold to.
Marketing Solutions Today for Tomorrow’s Challenges

9. Why move to inbound?
 Outbound is failing. Fast (low ROI)
 Inbound works and pays off
 Ú # qualified leads
 Ú lead quality
 Ø customer acquisition cost
Typical RPM goals: -10% in 6 months, -20% in 12
 Ú profitability
BUT it’s a profound change
Marketing Solutions Today for Tomorrow’s Challenges

10. How to implement?
1. Build client-centric framework
1. Map buyer(s) journey(s) with needs
2. Design a roadmap for buyer with needs,
requests and responses
3. Develop content
2. Align sales and marketing on lead definition,
score, processes
3. Move marketing to refinery model
4. Automate
5. Measure and improve
Marketing Solutions Today for Tomorrow’s Challenges

11. No
pr o
NO
ble
m
aw
PROBLEM
Pro a re
ble ne
m ss
aw
ar e
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sea ss
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ild pro
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ear ns
ch olv
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uti
on
typ
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rc h s
De sol
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ter on
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ven
do I
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sea
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rc h do
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Bu r in
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Buyer(s) journey(s)
sho
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end
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con
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se
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ct
DEAL
Marketing Solutions Today for Tomorrow’s Challenges

12. Need
Content
Request
Response
NO
PROBLEM
No
pr o
ble
m
Pro aw
ble a re
ma ne
ss
A
C
B
D
wa
Re r en
sea ess
rc h
pro
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on
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ist
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H
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ild ffe
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Need, request, response, content
tr a
ct
Marketing Solutions Today for Tomorrow’s Challenges
DEAL

13. Leads: definition and process
Sales funnel
MQL
Contact acquisition
Qualification
SQL
Marketing Refinery
Closed
Marketing Solutions Today for Tomorrow’s Challenges

14. Lead score
Add Subtract
 Visit web site  No web site visit in x days
 Click on ad  Bounces on ad
 Trade show contact  Does not open email
 Register for webinar  Balks at info request
 Downloads white paper  No show at webinar
 Provides some info  Etc.
 Subscribes
 Attends webinar
 Opens email
 Etc.
Marketing Solutions Today for Tomorrow’s Challenges

15. Lead segmentation
 Market segment (SMB, enterprise,
government, etc.)
 Position in buyer network (tech, fi,
legal, HR, etc.)
 Product segment
 Geography
Marketing Solutions Today for Tomorrow’s Challenges

16. (simplified) Marketing Refinery
Target Market
Know have problem
Don’t
Researching solution
know
Aware of brand
Aware of product
product / vendor
Comfortable w/
have
Comparing
Social vetting
vendors
prob-
lem
LEADS
Marketing
programs
Marketing Solutions Today for Tomorrow’s Challenges

17. Marketing Refinery = change
Marketing Calendar Marketing Refinery
Newsletter
Email Blast Target Market
Trade show
Build new collateral
Don’t
Product Launch
Researching solution
Know have
know
Aware of brand
problem
Aware of product
Comfortable w/
PR campaign have
product /
Comparing
vendor
vendors
prob-
vetting
Social
lem
Lead Gen 1 LEADS
Push & pull
Lead Gen 2 programs
Lead Gen 3
Marketing Solutions Today for Tomorrow’s Challenges

18. Automate
 Marketing automation makes inbound marketing
possible and cost effective
 MA tracks how users interact with content
 MA provides the right content to right user at right
time
 MA nurtures a lead in marketing until it is sales ready
 MA lets you define campaigns that run by lead
 MA connects with CRM
Marketing Solutions Today for Tomorrow’s Challenges

19. MA Vendors
 Aprimo
 * Eloqua
 Genius
 Neolane
 Manticore
 Market2Lead
 * Pardot
 * Silverpop
 Unica
Marketing Solutions Today for Tomorrow’s Challenges

20. Measure
 Campaign effectiveness / ROI
 Lead score correlation
 Multi-touch point analysis
 Content effectiveness
 Sales conversion % estimates
 Etc..
Marketing Solutions Today for Tomorrow’s Challenges

21. Conclusion
 Your buyers have changed how they
buy. If you’re not with them, they’ll do
without you
 It’s all about content and processes –
and it’s a big change
 It can’t happen without automation
 You can’t get to target #s without
analytics
Marketing Solutions Today for Tomorrow’s Challenges

22. “Marketing Solutions Today for Tomorrow’s Challenges”
www.radixpromotionsandmarketing.com