Jenifer Kern, Celerity's VP of Marketing, discusses the connection between Sales, Marketing and Jazz at HubSpot's INBOUND15 conference. "What's Jazz Got To Do With It?"
In high school physics, you learned that Momentum = Mass x Velocity. In other words, when something with mass gets some speed, it starts to gather momentum. In politics, sports, business, or any other walk of life, when you have momentum, you gain a huge competitive edge. By creating momentum, you leave your competition in the dust. How do you attract (mass) and mobilize (velocity) talent to gain momentum? How can you create a work environment defined by clarity of vision and energy? How can you remove barriers to momentum and make your organization truly unstoppable?
In 1943, Lockheed Martin created a 'skunk works' team to focus on advanced innovation. Most important, the group operated autonomously & unhampered by corporate bureaucracy. Today, that trend continues in some of the world's most innovative companies like Google's X team and Facebooks F8 Skunk Works.
So ask yourself: Should you create your own Skunk Works team?
Join Nicholas Holland, Director of HubSpot Labs, as he discusses the pro's and con's of establishing a Skunk Works group.
Andrew Reid - You Don't Have to be Small to Be AuthenticINBOUND
As my company grew, I faced the dilemma eventually faced by every startup: how to remain authentic. You don’t have to be small to be authentic. You do need to know what you stand for, understand who your customers are and what your brand means to them, and keep that knowledge at the center of every interaction between customers and your brand. Join this session for an inspiring account on how to keep your business authentic at scale. Andrew will share his story of how he remained authentic over the past 15 years and his four guiding principles (embrace fear, no fakes, be weird and have swagger).
In high school physics, you learned that Momentum = Mass x Velocity. In other words, when something with mass gets some speed, it starts to gather momentum. In politics, sports, business, or any other walk of life, when you have momentum, you gain a huge competitive edge. By creating momentum, you leave your competition in the dust. How do you attract (mass) and mobilize (velocity) talent to gain momentum? How can you create a work environment defined by clarity of vision and energy? How can you remove barriers to momentum and make your organization truly unstoppable?
In 1943, Lockheed Martin created a 'skunk works' team to focus on advanced innovation. Most important, the group operated autonomously & unhampered by corporate bureaucracy. Today, that trend continues in some of the world's most innovative companies like Google's X team and Facebooks F8 Skunk Works.
So ask yourself: Should you create your own Skunk Works team?
Join Nicholas Holland, Director of HubSpot Labs, as he discusses the pro's and con's of establishing a Skunk Works group.
Andrew Reid - You Don't Have to be Small to Be AuthenticINBOUND
As my company grew, I faced the dilemma eventually faced by every startup: how to remain authentic. You don’t have to be small to be authentic. You do need to know what you stand for, understand who your customers are and what your brand means to them, and keep that knowledge at the center of every interaction between customers and your brand. Join this session for an inspiring account on how to keep your business authentic at scale. Andrew will share his story of how he remained authentic over the past 15 years and his four guiding principles (embrace fear, no fakes, be weird and have swagger).
Lori Richardson - Turn Talk Into Action for More Women in B2B SalesINBOUND
Our companies are short on women leaders. In B2B sales teams we find up to 40% of frontline sales employees are women, but only 20% or less in sales leadership. Why is it that in 2016 we have this issue? We have the talk down, but we don’t do all the right actions. In this session, we’ll share the top 8 proven strategies for what companies need to do, and women sellers & leaders need to do in order to succeed. When this happens, revenues grow. We’ll show you how. Hear what 100 current women leaders have to say, and see CEOs who have focused on the issue of making their sales teams more diverse. Learn how millennial women are helping to solve the gender gap.
The holiday season can comprise up to 40% of an online retailer's annual sales. Very soon competition will be heating up and gift buying will be in full swing. Are you ready?
Some of the key considerations for when you start your own business. Interspersed are parts of my entrepreneurial journey along with a high level view of what you need to do when you want to run your own business.
This branding presentation for the Iowa Society of Association Executives was given on Tuesday March 12, 2019 by Andrew B. Clark, Owner and TheBrandChef from SPOKE Communications, LLC
Bob Ruffalo - What They Never Taught You About Growing an AgencyINBOUND
When we started our agencies, we thought about doing great work, generating profits, and freedom. But we underestimated what it takes to be a leader of a growing marketing agency. And once we hit that “ceiling,” it was hard to break through. We realized that what we did to get our agency here, is not longer what we need to get our agency there. Hear Bob's experience and advice on how to hire and evaluate talent, make people changes, overcome internal crisis, live your purpose and values in everything you do, make your people want to stay with you, and break through that ceiling!
Build a website! Do a blog post! Write a white paper! Marketers get caught up creating the tactics but are then disappointed when the results don't equal their efforts. To get great results, marketers should be spending more time on STRATEGY. When you create a solid differentiation strategy that makes your target market go "wow", that's when Inbound Marketing starts. Once you have that great strategy, the rest of the tactics become a whole lot easier. Join Eric Keiles, CMO of Square 2 Marketing, as he frames their step-by-step methodology on how to get great inbound marketing results. Join him for actual case studies, data and examples of how companies like yours blew past their goals and objectives using Inbound Marketing. Learn the five essential components of a great Inbound Marketing strategy. Create realistic goals and objectives and then a plan to achieve those metrics. Finally, learn how to create campaigns to deliver that unique story to the target market.
From ITC Agent Conference 2016...
Whoever said, "The customer is always right" never worked in an insurance agency. In this session, we'll discuss how it's not about who's right or wrong, but how we play the game. If we improve the customer experience, we improve our bottom line.
Rebekah Radice - How to Scale Successful Omni-Channel marketing CampaignsINBOUND
Creating a marketing campaign is easy. Scaling that into a successful omni-channel strategy is hard. During this session, Rebekah shares tactical ways to produce targeted campaigns across multiple channels. Learn how you can increase engagement, social referral traffic and your customer base through creative, consistent and compelling campaigns.
Stop Ruining your Real Estate Reputation - Detox your Digital BrandLaura Monroe
Your personal and brand reputation depends on TRUST - Detox the behaviors that damage your reputation, and measure the insights from truth-telling word of mouth marketing.
Enhance the impact of your marketing spend by developing an inspirational selling point and integrate PR, advertising & digital and focus on the influencers and first followers.
Efficiency and expertise are two key components to agency success. Learn how to quickly increase both by focusing on clients who sell into a shared persona. Kevin Dean, Founder and President of Manobyte, will share how a persona focused new business strategy will help you attract more clients, close sales faster, and add immediate value to every client engagement. Additionally, learn how focusing on consistent persona makes it easier for your agency to take on more clients with less staff.
Optimizing Engagement with Persona-Based Marketing - Inbound 2014Lattice Engines
Marketers are all looking for ways to make marketing more meaningful for their audiences. We've all heard of persona-based marketing, but how do we make implement it in a way that delivers a real impact?
Here are the slides that Elle Woulfe, Lattice Engines' director of demand generation, presented at Hubspot's INBOUND 2014 event.
How do inbound marketing agencies compare with other digital marketing and traditional ad agencies and what are the challenges and opportunities lying ahead? In this session, we will explore the ways each type of agency positions itself and how they meet customer demands. What are the unique qualities of each, and can they work together to create added value? What opportunities are out there for inbound agencies, working with other agencies, and what are the best strategies for pitching and closing them?
Lori Richardson - Turn Talk Into Action for More Women in B2B SalesINBOUND
Our companies are short on women leaders. In B2B sales teams we find up to 40% of frontline sales employees are women, but only 20% or less in sales leadership. Why is it that in 2016 we have this issue? We have the talk down, but we don’t do all the right actions. In this session, we’ll share the top 8 proven strategies for what companies need to do, and women sellers & leaders need to do in order to succeed. When this happens, revenues grow. We’ll show you how. Hear what 100 current women leaders have to say, and see CEOs who have focused on the issue of making their sales teams more diverse. Learn how millennial women are helping to solve the gender gap.
The holiday season can comprise up to 40% of an online retailer's annual sales. Very soon competition will be heating up and gift buying will be in full swing. Are you ready?
Some of the key considerations for when you start your own business. Interspersed are parts of my entrepreneurial journey along with a high level view of what you need to do when you want to run your own business.
This branding presentation for the Iowa Society of Association Executives was given on Tuesday March 12, 2019 by Andrew B. Clark, Owner and TheBrandChef from SPOKE Communications, LLC
Bob Ruffalo - What They Never Taught You About Growing an AgencyINBOUND
When we started our agencies, we thought about doing great work, generating profits, and freedom. But we underestimated what it takes to be a leader of a growing marketing agency. And once we hit that “ceiling,” it was hard to break through. We realized that what we did to get our agency here, is not longer what we need to get our agency there. Hear Bob's experience and advice on how to hire and evaluate talent, make people changes, overcome internal crisis, live your purpose and values in everything you do, make your people want to stay with you, and break through that ceiling!
Build a website! Do a blog post! Write a white paper! Marketers get caught up creating the tactics but are then disappointed when the results don't equal their efforts. To get great results, marketers should be spending more time on STRATEGY. When you create a solid differentiation strategy that makes your target market go "wow", that's when Inbound Marketing starts. Once you have that great strategy, the rest of the tactics become a whole lot easier. Join Eric Keiles, CMO of Square 2 Marketing, as he frames their step-by-step methodology on how to get great inbound marketing results. Join him for actual case studies, data and examples of how companies like yours blew past their goals and objectives using Inbound Marketing. Learn the five essential components of a great Inbound Marketing strategy. Create realistic goals and objectives and then a plan to achieve those metrics. Finally, learn how to create campaigns to deliver that unique story to the target market.
From ITC Agent Conference 2016...
Whoever said, "The customer is always right" never worked in an insurance agency. In this session, we'll discuss how it's not about who's right or wrong, but how we play the game. If we improve the customer experience, we improve our bottom line.
Rebekah Radice - How to Scale Successful Omni-Channel marketing CampaignsINBOUND
Creating a marketing campaign is easy. Scaling that into a successful omni-channel strategy is hard. During this session, Rebekah shares tactical ways to produce targeted campaigns across multiple channels. Learn how you can increase engagement, social referral traffic and your customer base through creative, consistent and compelling campaigns.
Stop Ruining your Real Estate Reputation - Detox your Digital BrandLaura Monroe
Your personal and brand reputation depends on TRUST - Detox the behaviors that damage your reputation, and measure the insights from truth-telling word of mouth marketing.
Enhance the impact of your marketing spend by developing an inspirational selling point and integrate PR, advertising & digital and focus on the influencers and first followers.
Efficiency and expertise are two key components to agency success. Learn how to quickly increase both by focusing on clients who sell into a shared persona. Kevin Dean, Founder and President of Manobyte, will share how a persona focused new business strategy will help you attract more clients, close sales faster, and add immediate value to every client engagement. Additionally, learn how focusing on consistent persona makes it easier for your agency to take on more clients with less staff.
Optimizing Engagement with Persona-Based Marketing - Inbound 2014Lattice Engines
Marketers are all looking for ways to make marketing more meaningful for their audiences. We've all heard of persona-based marketing, but how do we make implement it in a way that delivers a real impact?
Here are the slides that Elle Woulfe, Lattice Engines' director of demand generation, presented at Hubspot's INBOUND 2014 event.
How do inbound marketing agencies compare with other digital marketing and traditional ad agencies and what are the challenges and opportunities lying ahead? In this session, we will explore the ways each type of agency positions itself and how they meet customer demands. What are the unique qualities of each, and can they work together to create added value? What opportunities are out there for inbound agencies, working with other agencies, and what are the best strategies for pitching and closing them?
IF YOUR AGENCY WERE AN ANIMAL...HOW INBOUND AGENCIES FIT INTO THE MARKETING S...HubSpot
How do inbound marketing agencies compare with other digital marketing and traditional ad agencies and what are the challenges and opportunities lying ahead? In this session, we will explore the ways each type of agency positions itself and how they meet customer demands. What are the unique qualities of each, and can they work together to create added value? What opportunities are out there for inbound agencies, working with other agencies, and what are the best strategies for pitching and closing them?
Slides from speakers and sponsors from SalesJam 4.0, held in Durham on August 18, 2017. *Missing are slides from keynote speaker Brad Brinegar. They're posted separately on our SlideShare page.
Practical, actionable tips to execute PR, branding and positioning in unison to grow your startup or small business. Focused on teams with limited resources. Given at Hubspot's INBOUND 2016 in Boston.
HOW CONTENT PROMOTION CHANGED OUR INBOUND MARKETING FOREVER [INBOUND 2014]HubSpot
Let’s face it: the Internet is becoming a pretty noisy place and building an audience from scratch can take a very long time today. Getting content cited and covered by prudent media outlets with massive built-in audiences can break through the noise, get your content seen and drive meaningful returns, quickly. HubSpot empowers marketers and public relations professionals not only to track marketing and sales, but media relations results, too. Vice President of Audience and Co-founder of Relevance, Chad Pollitt runs the world’s first publication solely dedicated to content promotion news and insights. He reveals the results of how pitching the media and industry influencers to cover high-impact advanced content can drive millions of media impressions while drastically improving brand awareness, conversions and traffic in the quarter the campaign is launched.
My presentation at #Inbound15, a break from the relentless focus on data-driven lead generation to spend just a few minutes on the power of human-powered storytelling.
We believe that we have a challenge in front of us - to integrate the leads we have generated and converting them to closed deals. As Sales and Marketing is aligning more and more, I still wonder - do we speak different languages. Are we from different planets?
The business world of today is all about Big Data, Inbound vs Outbound, and Sales vs Marketing. This is making it really tough for organizations to drive sales in complex B2B environments.
The successful companies today and in the future focus on three pillars:
1. ONE organization (not two or more)
2. ONE Process (one process for Sales AND Marketing)
3. ONE set of well thought through and fully measurable KPIs
CONTENT: NOT MORE, BUT MORE RELEVANT [INBOUND 2014]HubSpot
In many ways the current content experience on the web is much like walking through Times Square; constantly being bombarded with irrelevant marketing messages. It’s up to marketers to deliver a better content experience, and the key to a better content experience is relevance. It’s not more content that we need, but instead, more relevant content. LinkedIn’s Sr. Content Marketing Manager Jason Miller will guide you on a journey for achieving content marketing bliss through relevance. It’s a less is more approach that will leave you with practical ideas for creating compelling relevant content that speaks directly to your target audience and drives results.
INTERVIEWING FOR THE INBOUND SALES ROLE [INBOUND 2014]HubSpot
Before you can help inbound reps become more effective, you must have the right inbound reps in place. Proper selection trumps training so this interactive session will focus on how to interview and select inbound reps that will make a difference. Dave Kurlan will bust the myths about personality traits and show you the Sales DNA and selling skills that are possessed by the top inbound reps, how to identify them, interview for them, and select them.
Surviving the Future: Disruptive Innovation in the Age of INBOUNDSam Mallikarjunan
May you live in interesting times: We live in one of the most interesting periods in the history of commerce. Large, established incumbents are being disrupted by fast moving attackers using new technologies and methodologies. In this talk, I discussed how inbound marketing can not only be used by attackers to disrupt established competitors, but how inbound marketing serves as an "extendable core" that can insulate larger, established business FROM disruption by attackers.
Agile Development Methodologies for Highly Regulated OrganizationsCelerity
Celerity hosted a NYC lunch event featuring Agile experts Todd Florence and Mike Huber. Discussion touched on Agile implementation, scaling Agile frameworks, and making Agile methodology work in highly regulated organizations.
The 5 Things I Wish I Knew Before I Bought Marketing AutomationCelerity
Two digital marketing veterans take a deep dive into marketing automation best practices, lessons learned, and pro/cons of the leading platforms. Topics covered include
• Matching the right system to your business culture/objectives
• Driving adoption through all levels of your organization, starting with the C-Suite
• Using both marketing and technology tactics to achieve maximum returns
• Integrating systems on the back-end to provide one view of the customer
Moderated by Agile experts Harry Ulrich and Todd Miller, this presentation presents multidimensional best practices for Agile Development that you can start executing right away.
Learn more about the root causes of Agile failures, practical wisdom to drive better collaboration and alignment across Agile teams, and strategies to scale Agile successfully across your organization.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5. INBOUND15
It’s all about
the content
1 2 3 4
5 6 7 8
9 10 11 12
13 14
Tech buyers consume an
average of 14 pieces of
content before making a
buying decision
6. INBOUND15
“90% of
consumers go
to Google
search first…”
- CIO.com
#SMarketingJazz
All That Jazz!
Photo credit: http://bayareaplays.com
8. INBOUND15
In the beginning (Pre-2011)
…there was an opportunistic sales team, savvy
entrepreneurs and 30% CAGR.
#SMarketingJazz
9. INBOUND15
But soon there was disharmony…
Brand fragmentation, client diversity & scaling issues, sales turnover
#SMarketingJazz
10. INBOUND15
So Marketing was added to the repertoire
#SMarketingJazz
Branding, content marketing, lead
generation, sales alignment
11. INBOUND15
And the tune
changed for
good…
#SMarketingJazz
・0 to 50% pipeline contribution in 3 years
・25% increase in margins & revenues
・Explosion of net-new customer accounts
・Reduced sales turnover by 40%
・Increase in CRM adoption: 5 to 75%
・Bigger deal sizes
13. INBOUND15
Top Five Tunes 1. Get Top Dogs Jazzed
2. Expand Sales’ Universe
3. Talk it Up
4. Find the Right Harmony
5. Make it Easy (and Fun)
14. INBOUND15
1 ・ Tap into their competitive spirit
・ Focus on low-cost opportunities
・ Assemble your band leaders
Teach Execs how to sing
Inbound tunes
Get Top Dogs Jazzed
#SMarketingJazz
16. INBOUND15
#SMarketingJazz
2 • Focus on Marketing’s mission: Sales-
ready leads
• Add Inbound to Outbound
• More tools, warmer leads = More $$$
It’s Not a Solo Performance
Expand Sales’ Universe
18. INBOUND15
#TalkItUp
3 • Communicate then over-
communicate
• Find your early adopter & champion
• Be transparent and imperfect
Now isn’t the time to be
shy or humble
Talk It Up
21. INBOUND15
#SMarketingJazz
4 ・ Walk 1,000 miles in their shoes
・ Listen to sales calls & talk to
customers
・ Be creative and improvise (office
move)
Get in tune with Sales
Find the Right Harmony
22. INBOUND15
Anatomy of a
Sales Person
Know what makes them tick
Driven to
Succeed
Resilient &
Positive
Competitive
Problem
Solver
Easily Distracted
Strong
Family Bonds
On the Move
*Read: The Art of the Sale, Philip Delves Broughton
Highly
Caffeinated
23. INBOUND15
#MakeItCrazyEasy
5 ・ Make it mobile friendly
・ Reports/dashboards
・ Sidekick
It’s Gotta be
Really. Super. Easy.
Make It Ridiculously Easy
25. INBOUND15
Go forth and create your boogie-woogie.
#SMarketingJazz #BoogieWoogie #CoolC
ats
26. INBOUND15
Q & A
What do you do to get Sales jazzed?
What are your biggest challenges/obstacles?
#SMarketingJazz
27. INBOUND15
Thank You
Jenifer Kern
VP Marketing, Celerity
Share your tune
@jenifer_kern
LI: Jenifer (McGregor) Kern
jkern@celerity.com
Blogs: celerity.com/blogs/jeniferkern
Editor's Notes
Today talk about how to work w/Sales to get them really excited “JAZZED” about Inbound/Outbound.
Start with (1) big ideas/trends, (2) share my story building MKTG @ Celerity, (3) focus on 5 way to get them Jazzed.
- Using Jazz metaphors b/c it works well – Jazz is about fluidity of leadership/players– it’s AGILE -- it’s as much about listening as playing your instrument – what is the music at this moment is missing that I can provide? React in real time (Think of Mktg + Sales as a Jazz Band.
Candidate Story goes here….
Here’s the deal….
20 years ago, Mktg = brochures, flyers, mugs/swag, comms plans, branding & advertising.
Today Mktg is so much more -- revenue generator & growth driver for the business.
Dramatic transformation in our industry due to technology, it’s almost unrecognizable.
To distinguish yourself and your team (catapult career) you need to respect, love, appreciate, and truly understand Sales.
If you can learn to love and embrace SALES you’ll be poised to soar
Mktrs need to SELL programs, tools, investments to Sales & Leaders
Bright future in Marketing
Junior candidates that get the power of Smarketing are most likely to be our next Marketing Leaders, CMOs, etc
We own the Customer/Prospecting data + CONTENT– need to get that to sales efficiently/quickly (establishes credibility for Sales before contacting lead)
Sales gets real-time feedback from customers on Content/Leads; helping to shape the right message
For both marketing and sales to be successful in Dig Economy : need each other – the perfect complement (PJ alone is ok/….together great)
Marketing is now about Sales; and Sales is about Mktg
Who wants a jelly sandwich?!
We own Content - 75% of buying process done online; engage with Mktg content before talking to Sales
- Typical buyer is at 8-10 pieces
- The BUYER is in control of the Sales Process – Engaging with Marketing Content
- Sales process is dependent on ENGAGING CONTENT & BRANDS
This is WHY INBOUND MATTERS
Incoming calls are rare today.
Getting found via Google is ‘All that Jazz” (cost effective, fast, more-targeted)
Brand fragmentation, client diversity + scaling challenges, sales turnover
No leads from Marketing
Difficulty scaling
Sales teams with relationship selling
Territorial reps
In 4 years went from zero lead gen to driving 50% of pipeline from inbound/outbound marketing
Branding, content marketing, lead generation, sales alignment
Sales success no longer relies on 100% relationship selling, working their network.
Less sales turnover – Sales people have so many more tools to be successful…
There are so many ways that Marketers can engage with Sales
So many TOOLS available to us
1. Once your CEO is on board….CEO is most aggressive Sales person in the company
Find your Rob Smith -- VPs of Sales – get them bought in to Inbound concepts.
In less than one year we’ve increased our SEO from 3 to 52 words on Page 1 of Google
Sales has changed too (new song sheet) >> Used to be all about cold calling, telemarketing, direct mail
Marketing is here to make their job easier >> Bring Sales warmer leads, So they can make more money
Educate Sales on increasing number of tools available when work with marketing
Sales has a new song sheet
-- Communication strategies: Weekly sales meetings/ 1-on1s; Email campaign; Lead Gen launches; happy hours; SOCIAL MEDIA
-- Realize it’s never perfect … ask for Feedback and Fall on your sword
-- SLOGANS: One team, one dream ; cold call Friday; good talk Russ
Highlight shared success and lead history
To Know is to Love
Keep it Fresh, Fun and Roll in Real Time
Marketers – GET OUT FROM BEHIND YOUR DESKS!
Mktrs are about PERSONAS – sketch one out for Sales
To Know is To Love and appreciate
SALES IS HARD: Great selling is an art that demands creativity, mindfulness, selflessness, and resilience; but anyone who says you can become a great salesperson in 15 minutes is either a charlatan or a fool.
-Even though sales is the engine of commerce and industry—it remains shrouded in myth.
-More Americans work in sales than in manufacturing, marketing
Some ways we make it really easy:
Work with our Sales Ops Manager
Documents repository in CRM
Hot leads dashboard
Customized reports
Emails with links to leads, landing pages, reports
Sidekick
You have tons of musicians ready to join your band!