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#SiteSelling




How to Create
a Website that

SELLS
Jill Konrath
                                1
Your Presenters:




JILL KONRATH          MEGHAN ANDERSON
Sales Expert &        Marketing Product Manager
Best-selling Author   HubSpot

                                                  2
Agenda:

Attract and Engage        1   Offer Personalization   5
Showcase Your Expertise   2   What Customers Want     6
Break the Status Quo      3   Conclusion              7
Move Prospects Through
Funnel                    4


                                                          3
How to Create a
Website that Sells


           Jill Konrath
           Author, SNAP Selling &
           Selling to Big Companies
Buyers complete 60% of their
buying cycle before they contact
       your organization.

                        CEB 2012
In business-to-business sales today,
it takes between 8 – 12 contacts to
   connect with a decision maker.
Dated-looking websites are real killers!
What’s the Root Cause?

We’re too focused on what we
want them to know about us.
• Gracious welcome
• Overview of company
• Wonderful product line
• Extraordinary services
• Unique differentiators
SNAP Factors
Simple                    Complex


iNvaluable                Ordinary


Aligned                   Irrelevant


Priority                    Nicety
Mind Melds Matter
What are their goals & objectives?
What issues &
challenges do they
face that you can
help with?
Obstacle course




What obstacles make it difficult to change?
Ideas, insights and information about:
• Business challenges they’re facing
•   Value they’d get from switching
•   How other companies address the same issues
•   How to better achieve their objectives
•   Industry, marketplace or customer trends
•   Factors to consider in making a good decision
What’s Tempting?
Blog Posts     Articles         Audios        Ebooks

   Kits      Videos       ROI Tools      Infographix

      Demos      Case Studies         Checklists

               White Papers           Interviews

                      Quizzes    Trend Reports

                         Webinars       Guides
Have Some Gated Content




   www.JillKonrath.com
Does Customer-Focused Content Matter?

      Stats from my site




  Website visits have sextupled! (6x)
RESULTS
• 2x Website traffic
• Lead flow doubled

-- Noel Huelsenbeck, CEO
How can this help
your salespeople?
1st Quarter Earnings
Simon. Alex Marshall here. With your flat
3rd quarter earnings, I suspect you’re
looking for ways to increase efficiencies.
That’s why I thought you might be
interested in how we helped a similar
company streamline their processes which
resulted in some big-time savings.
I’ll send you an email in just a sec with the
link. Watch for a subject line that says “22%
cost reduction.”
I look forward to talking soon. Again, it’s
Alex Marshall. 123-456-7890
Marcus,

If you’re like most Sales VPs I work
with, your people are really struggling to set
up meetings with corporate decision
makers.

I’ve got some ideas that can make a big
difference. But, I’d suggest you start by
checking out my Prospecting Tool Kit:
www.jillkonrath.com/sales-resources

After you’ve had a chance to check it
out, let’s set up a time to talk.

Jill Konrath
Image: Occhi-nelle-Mani-Newision-Siti-Internet-Modena
Your website is your
best sales tool – if you
      leverage it!
Getting the
right mix of
content on your
website




                  2
How does
a lead
become a
lead?
50% of leads are
qualified but not yet
ready to buy.
(Source: Gleanster Research)
Top of the funnel   Middle of the Funnel   Bottom of the Funnel




                             The decision process
Top of the funnel


Questions they have

How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Top of the funnel


Content

How To Guides
Best Practice Examples
Templates
Idea Posts
Instructional Videos
Middle and Bottom of the funnel




Questions they have

How can you help?
Do I need this?
What can I expect?
Am I making the right
choice?
What do I need to
consider?
Middle of the funnel   Middle and Bottom of the funnel




                       Content

                       Case Studies
                       Interest-targeted content
                       Results analysis
                       Decision tools
                       Demo/Trial
7 Tips to Increase Your 5 Ways to Increase Your
TOP         Lead Generation       Return on Investment
                  eBook

         Live Webinar on Email    Free ROI Assessment
MIDDLE         Marketing                Report



BOTTOM   Demo of Contacts/EM       Demo Of Analytics
Ask your
sales team
• What questions do you
  hear the most?

• What are the
  commonalities of people
  who end up closing?

• What problems do they
  have?
Look at
Search
Terms
Listen to
Customers
Search Engine
Optimization

Blogging &
Social Media


Lead Generation


Lead
Management

Email &
Automation

Marketing
Analytics
Find out how         Get your
HubSpot can help     custom
you take your
inbound marketing    demo
to the next level.   today.

WWW.HUBSPOT.COM/DEMO
JillKonrath.com/sales-resources
THANK
 YOU.
        48

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How to Create a Website that Sells

  • 1. #SiteSelling How to Create a Website that SELLS Jill Konrath 1
  • 2. Your Presenters: JILL KONRATH MEGHAN ANDERSON Sales Expert & Marketing Product Manager Best-selling Author HubSpot 2
  • 3. Agenda: Attract and Engage 1 Offer Personalization 5 Showcase Your Expertise 2 What Customers Want 6 Break the Status Quo 3 Conclusion 7 Move Prospects Through Funnel 4 3
  • 4. How to Create a Website that Sells Jill Konrath Author, SNAP Selling & Selling to Big Companies
  • 5.
  • 6. Buyers complete 60% of their buying cycle before they contact your organization. CEB 2012
  • 7. In business-to-business sales today, it takes between 8 – 12 contacts to connect with a decision maker.
  • 9.
  • 10.
  • 11. What’s the Root Cause? We’re too focused on what we want them to know about us. • Gracious welcome • Overview of company • Wonderful product line • Extraordinary services • Unique differentiators
  • 12.
  • 13. SNAP Factors Simple Complex iNvaluable Ordinary Aligned Irrelevant Priority Nicety
  • 15. What are their goals & objectives?
  • 16. What issues & challenges do they face that you can help with?
  • 17. Obstacle course What obstacles make it difficult to change?
  • 18. Ideas, insights and information about: • Business challenges they’re facing • Value they’d get from switching • How other companies address the same issues • How to better achieve their objectives • Industry, marketplace or customer trends • Factors to consider in making a good decision
  • 19. What’s Tempting? Blog Posts Articles Audios Ebooks Kits Videos ROI Tools Infographix Demos Case Studies Checklists White Papers Interviews Quizzes Trend Reports Webinars Guides
  • 20. Have Some Gated Content www.JillKonrath.com
  • 21. Does Customer-Focused Content Matter? Stats from my site Website visits have sextupled! (6x)
  • 22. RESULTS • 2x Website traffic • Lead flow doubled -- Noel Huelsenbeck, CEO
  • 23. How can this help your salespeople?
  • 24. 1st Quarter Earnings Simon. Alex Marshall here. With your flat 3rd quarter earnings, I suspect you’re looking for ways to increase efficiencies. That’s why I thought you might be interested in how we helped a similar company streamline their processes which resulted in some big-time savings. I’ll send you an email in just a sec with the link. Watch for a subject line that says “22% cost reduction.” I look forward to talking soon. Again, it’s Alex Marshall. 123-456-7890
  • 25. Marcus, If you’re like most Sales VPs I work with, your people are really struggling to set up meetings with corporate decision makers. I’ve got some ideas that can make a big difference. But, I’d suggest you start by checking out my Prospecting Tool Kit: www.jillkonrath.com/sales-resources After you’ve had a chance to check it out, let’s set up a time to talk. Jill Konrath
  • 27. Your website is your best sales tool – if you leverage it!
  • 28. Getting the right mix of content on your website 2
  • 30.
  • 31. 50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research)
  • 32.
  • 33. Top of the funnel Middle of the Funnel Bottom of the Funnel The decision process
  • 34. Top of the funnel Questions they have How do I…? What’s the best…? Should I…? How do I address this problem?
  • 35. Top of the funnel Content How To Guides Best Practice Examples Templates Idea Posts Instructional Videos
  • 36. Middle and Bottom of the funnel Questions they have How can you help? Do I need this? What can I expect? Am I making the right choice? What do I need to consider?
  • 37. Middle of the funnel Middle and Bottom of the funnel Content Case Studies Interest-targeted content Results analysis Decision tools Demo/Trial
  • 38. 7 Tips to Increase Your 5 Ways to Increase Your TOP Lead Generation Return on Investment eBook Live Webinar on Email Free ROI Assessment MIDDLE Marketing Report BOTTOM Demo of Contacts/EM Demo Of Analytics
  • 39.
  • 40.
  • 41.
  • 42. Ask your sales team • What questions do you hear the most? • What are the commonalities of people who end up closing? • What problems do they have?
  • 45. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
  • 46. Find out how Get your HubSpot can help custom you take your inbound marketing demo to the next level. today. WWW.HUBSPOT.COM/DEMO

Editor's Notes

  1. Maggie or Amanda
  2. Maggie or Amanda
  3. Tactics to make your landing pages more effectiveHow to add social media sharing buttons to your landing pagesHow to use A/B testing to optimize your landing pages, and what elements to testHow to build effective thank you pages and why they're important
  4. How does he or she become a customer?
  5. http://southernfriedchicas.com/2010/09/15/apathy-is-the-worlds-fastest-growing-disease-but-who-cares/
  6. http://southernfriedchicas.com/2010/09/15/apathy-is-the-worlds-fastest-growing-disease-but-who-cares/
  7. What’s Changed: They are actively interested in seeing if your company can help them and have taken action to learn more.
  8. What’s Changed: They are actively interested in seeing if your company can help them and have taken action to learn more.
  9. Tactics to make your landing pages more effectiveHow to add social media sharing buttons to your landing pagesHow to use A/B testing to optimize your landing pages, and what elements to testHow to build effective thank you pages and why they're important
  10. karen
  11. karen
  12. Q&A for both Lauren and Karen