A quick presentation for startup teams willing to experiment with new marketing tools.
Teams who are trying to sell to B2B need to implement scalable ways to sell to their clients. Inbound Marketing is entirely based on content creation and allows team to create a process to generate more qualified leads.
In this presentation you'll find some explanation on how to implement inbound quickly and what are the needs for your team.
My name is Aziz Morsly - you can contact me @azizmorsly
Heard of inbound marketing but aren't exactly sure what it means? This SlideShare outlines the core of inbound marketing and ways you can use inbound to grow your business. Generating organic, self-qualified traffic is the name of the marketing game in 2016.
3 years ago, a simple request changed Marcus Sheridan's life. A CMO (chief marketing officer) from a manufacturing company said to him, "Marcus, I believe in inbound marketing. I believe in HubSpot. But I just can't get buy-in from everyone in management and sales to help me in this process. So I need you to come out to our company and convince everyone that they want to be a part of this." That statement led to Marcus Sheridan giving what was his first Inbound Marketing Workshop, something he has done many, many times since then to organizations of all sizes. In this passionate and interactive session, Sheridan will show: 1. The steps to giving an effective workshop so that everyone is engaged, illuminated, and bought-in to the essence of inbound marketing. 2. How to use the workshop to turn everyone on the team into a content producer 3. How add workshops to your service offerings so as to lead to stronger client relations and better profits for Inbound Agencies
Intro to Inbound Marketing (To be used by Inbound Marketing Certified Profess...HubSpot
This presentation is for use by Inbound Marketing Certified Professionals to educate their fellow employees, organization members or clients.
The presentation is an overview of of inbound marketing, including actionable tips to use inbound marketing to grow one’s business.
Register for Inbound Marketing University: http://inboundmarketing.com
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Heard of inbound marketing but aren't exactly sure what it means? This SlideShare outlines the core of inbound marketing and ways you can use inbound to grow your business. Generating organic, self-qualified traffic is the name of the marketing game in 2016.
3 years ago, a simple request changed Marcus Sheridan's life. A CMO (chief marketing officer) from a manufacturing company said to him, "Marcus, I believe in inbound marketing. I believe in HubSpot. But I just can't get buy-in from everyone in management and sales to help me in this process. So I need you to come out to our company and convince everyone that they want to be a part of this." That statement led to Marcus Sheridan giving what was his first Inbound Marketing Workshop, something he has done many, many times since then to organizations of all sizes. In this passionate and interactive session, Sheridan will show: 1. The steps to giving an effective workshop so that everyone is engaged, illuminated, and bought-in to the essence of inbound marketing. 2. How to use the workshop to turn everyone on the team into a content producer 3. How add workshops to your service offerings so as to lead to stronger client relations and better profits for Inbound Agencies
Intro to Inbound Marketing (To be used by Inbound Marketing Certified Profess...HubSpot
This presentation is for use by Inbound Marketing Certified Professionals to educate their fellow employees, organization members or clients.
The presentation is an overview of of inbound marketing, including actionable tips to use inbound marketing to grow one’s business.
Register for Inbound Marketing University: http://inboundmarketing.com
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound Kula Partners
As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?
If it don't make dollars, it don't make sense. Do you know your content ROI?Hana Abaza
A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .
A presentation on inbound marketing. Briefly covers high-level inbound marketing strategy, and dives into specific tactics for search engine optimization, blogging and social media. Presented at the Social Media Integration Conference in Kennesaw, GA on October 23, 2010.
A Roadmap to Inbound Marketing in the EnterpriseHubSpot
This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace. This shift is happening for good reason. Inbound marketing consistently delivers 54% more leads into the funnel at a lower cost compared to traditional tactics.
Contrary to belief, inbound is not just for small business. Larger organizations such as Salesforce, NEC, Thermo Fisher, and Tufts have implemented inbound marketing to improve demand generation, ROI, and lead quality. And during in this webinar, we're going show you how they did it.
Deliver Results with Automated Email Lead NurturingHubSpot
Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.
Jumpstart: The Guide To Growing A Startup With Inbound MarketingHubSpot
Jumpstart your startup with inbound marketing. A simple guide for entrepreneurs that want to grow their business using SEO, blogging and social media. From the makers of the original #CultureCode deck
The Benefits of Email Marketing for Continuing EducationBrooke Franks
Online learning provider, ed2go, helps you understand the benefits of emailing students to marketing your programs and courses.
Want higher enrollments in your extended learning programs? Start your email marketing program today, to connect with students through a familiar platform.
17 Demand Generation Statistics Every CMO Needs to SeeHubSpot
Understanding which KPIs really matter is critical to determining the success of your marketing programs. Check out the highlights from our Demand Generation Benchmarks Report!
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
www.bibbyconsultinggroup.com.au
Follow us:
Instagram: http://instagram.com/bibbyconsulting
Facebook: http://facebook.com/bibbyconsulting
Twitter: http://twitter.com/bibbyconsulting
Google+:http://plus.google.com/+Bibbyconsulti...
LinkedIn: http://linkedin.com/company/bibby-con...
Bibby Consulting: http://bibbyconsultinggroup.com.au
Nathanial Bibby: http://nathanialbibby.com.au
LinkedInsider: http://linkedinsider.com.au
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound Kula Partners
As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?
If it don't make dollars, it don't make sense. Do you know your content ROI?Hana Abaza
A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .
A presentation on inbound marketing. Briefly covers high-level inbound marketing strategy, and dives into specific tactics for search engine optimization, blogging and social media. Presented at the Social Media Integration Conference in Kennesaw, GA on October 23, 2010.
A Roadmap to Inbound Marketing in the EnterpriseHubSpot
This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace. This shift is happening for good reason. Inbound marketing consistently delivers 54% more leads into the funnel at a lower cost compared to traditional tactics.
Contrary to belief, inbound is not just for small business. Larger organizations such as Salesforce, NEC, Thermo Fisher, and Tufts have implemented inbound marketing to improve demand generation, ROI, and lead quality. And during in this webinar, we're going show you how they did it.
Deliver Results with Automated Email Lead NurturingHubSpot
Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.
Jumpstart: The Guide To Growing A Startup With Inbound MarketingHubSpot
Jumpstart your startup with inbound marketing. A simple guide for entrepreneurs that want to grow their business using SEO, blogging and social media. From the makers of the original #CultureCode deck
The Benefits of Email Marketing for Continuing EducationBrooke Franks
Online learning provider, ed2go, helps you understand the benefits of emailing students to marketing your programs and courses.
Want higher enrollments in your extended learning programs? Start your email marketing program today, to connect with students through a familiar platform.
17 Demand Generation Statistics Every CMO Needs to SeeHubSpot
Understanding which KPIs really matter is critical to determining the success of your marketing programs. Check out the highlights from our Demand Generation Benchmarks Report!
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
www.bibbyconsultinggroup.com.au
Follow us:
Instagram: http://instagram.com/bibbyconsulting
Facebook: http://facebook.com/bibbyconsulting
Twitter: http://twitter.com/bibbyconsulting
Google+:http://plus.google.com/+Bibbyconsulti...
LinkedIn: http://linkedin.com/company/bibby-con...
Bibby Consulting: http://bibbyconsultinggroup.com.au
Nathanial Bibby: http://nathanialbibby.com.au
LinkedInsider: http://linkedinsider.com.au
The Complete Guide to Create an Effective Digital Marketing Strategy.pdfVidyaMandir5
"The Complete Guide to digital marketing strategy. Learn how to define your goals, identify your customer personas, and select the right growth channels."
This is a 'how to' for creating a basic marketing plan for a library with each step broken down and explained. I found it was easier to explain if we pretended we were a farm and actually wrote a marketing plan from that perspective. I serve the 8 county libraries on the Eastern Shore of Maryland so the resources section will not apply to everyone.
This is a 'how to' for creating a basic marketing plan for a library. I found it easier to step back from your company and write a marketing plan for something totally different just to understand the process, so we pretended to be farmers. I have a few specific clients so the resource section will not apply to everyone.
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
An outline for how to approach staring new in a position as a sales manager to establish a strong start and sustaining success leading a sales team. June 2020 update.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
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.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
2. Hello!
My name is Aziz Morsly and I’m an
experienced General Manager with a
strong commercial focus.
I founded and worked with different
startups and technology companies in
London, Paris and Lisbon.
Get in touch on Twitter!
@azizmorsly
4. SHOULD YOU PIVOT?
This question is fundamental in the life of a startup trying to
find the right marketing / sales channel
You often hear team members saying:
- We struggled to identify our users pain
- The level of converted clients is ~1%
- This methodology can’t scale in this market
-> How to increase the number of leads with an urgent pain?
5. Inbound marketing is about using marketing to bring potential customers to
you, rather than having your marketing efforts fight for their attention.
Sharing is caring and inbound marketing is about
creating and sharing content with the world.
By creating content specifically designed to appeal to your dream customers,
inbound attracts qualified prospects to your business
and keeps them coming back for more.
6. ADVANTAGES OF INBOUND?
Inbound Marketing could help you generates more qualified
leads and analyse the funnel to better match your offer.
● Leads with a specific pain to solve
● Leads experiencing a sort of urgency
● Brand awareness
● Multi-channel
● Metrics driven
● Scalable
7. LIMITS OF INBOUND?
However Inbound Marketing requires the right mix of
marketing and sales and relies on content at its core.
● Create content constantly
● Find the right formula from Marketing to Sales
● Phone intensive
● Slow implementation / results
9. CONTENT AS A CORE ASSET
CONTENT
Social Media
SEO
Paid Ads
LEADS
CLIENTS
Emails Phone Demo
Analytics
Analytics
Analytics
10. TYPES OF CONTENT
There are different types of content to consider and they
should all follow these 3 rules:
● How to help the buyer understands better her problem
● What are the solutions to solve her problem
● Which solution to choose to solve her problem
Study Cases Clients Fbck Technology Verticals
Interviews Trends Stats
11. CONTENT PACKAGING
There a different ways to package this content. The key point
is to repackage the content multiple times and post it over a
long period (one month) to maintain a constant flow of
(apparent) new content. For example, an eBook could
generate multiple Blog Posts or Social Media Posts.
eBooks Blog Posts Videos Podcasts
S. Media Posts Articles Infographics
12. CONTENT DISTRIBUTION
Inbound strategy is by definition multi-channels. This means
that content should be leveraged across channels and that all
channels should be used to direct buyers towards your
solutions.
Your Blog Social Media Google Rank. PR
Other Blogs Paid Ads Newsletter
13. CONTENT PRODUCTION
The most important aspect of the content creation is to be
able to produce quality content repeatedly and regularly.
If you don’t have internal resources to do so and no one is
dedicated to writing. Your solutions are:
- Freelance writer
- Intern (eg. student in journalism)
- Your sales/marketing person + others in the team
TEAM
15. YOUR BLOG
You should centralise all your content effort on your blog.
Using Medium API for your blog could leverage this platform
for more virality and authority but will impact SEO.
16. SOCIAL MEDIA
Every content you produce should be multi posted across
your different social media with the goal of reaching your
audience and increase your following to get more authority.
However Social Media work in both sense, you should follow
opinion leaders that your audience like and share relevant
outsider content (Rule of Thumb: ⅓ us versus ⅔ others)
17. GOOGLE RANKING (SEO)
SEO is impacted by the quality of the content you are
producing. The more people are linking to your content the
higher you will rank.
You should focus on building content around the tail
(“Creating mobile apps for the hotel industry”) to rank high on
these keywords and attract qualified users / clients.
18. PR
Public Relations will help establish brand awareness and
authority. You should seek to establish links with prominent
magazines, online publications and journalists in your
eco-system to get regular features and mentions.
19. EXTERNAL BLOGS
You should use external blogs / platforms who already have
authority for your audience as a way to convey your solutions.
Different actions should be taken such as reaching out to the
blogger to see how you can help her, comment on her posts
(sharing too), ask to write one post on her blog etc...
20. Paid Ads
You should promote your content as much as possible
including paid advertisement.
These ads should redirect towards content that help the
buyer in its current journey.
Platforms to evaluate and to test: Google ads, Linkedin Ads
and Facebook Ads.
21. Newsletter
Newsletter have always demonstrated some effectiveness,
you should keep the basis and and scale.
This means having a ‘subscribe’ button on your site, using an
online marketing tool, measuring open rates, click rates etc…
22. CHANNELS MANAGEMENT
The most important aspect of the channels is to manage them
on a daily basis. Different tools can help to schedule posts but
someone should be in charge of managing the different
accounts.
Solutions?
● Freelancer
● Marketing or Sales
● Other?
TEAM
24. BUYERS PERSONA
Until now you might struggle to categorise your buyers but
you can probably narrow down 3 categories for example:
ENTERPRISE
SME
FREELANCER
25. BUYERS JOURNEY
The buyer will follow different steps before making her final
decision. Your role is to help her better understand her
problem, what are the different solutions available and help
her select YOU as her partner / solution
Problem
Education
Solution
Research
Solution
Selection
27. HOW TO USE THIS MATRIX?
Enterprises represent potential large sources of recurring
revenues - you should have sales talking to them early in the
process (Problem Education)
SMEs need more information to understand exactly their
problem. Sales should help them later in the pipe and support
the Solution Research
Freelancers are looking for tons of information and are on a
budget. Sales should enter late in the process (Selection)
28. REFINE THE BUYER PERSONA
You should refine each buyer persona to get to the right level
of the journey.
For example
● Entreprise could be broken down into
Technology / FMCG / Financial Services
● SME could be broken down into
Local / National or through different verticals.
29. PROBLEM
EDUCATION
A buyer in a problem education state is
looking for general information around
an issue her organisation has found. It is
still not well defined and she is looking
to understand all the angles.
She’ll be looking for content such as:
“Understand impact of digital on the
industry” or “Design Innovation in
organisations”
She will be mainly reading content and
downloading content
SOLUTION
RESEARCH
A buyer in a solution research state has
already a clear understanding of what
she is trying to solve and is looking for
the different options in the market to
achieve her goal.
She’ll be looking at content such as:
“Difference between Native or React
Native” or “ How client X has launch its
app in few weeks”
She will be reading content and will ask
questions (or FAQ)
SOLUTION
SELECTION
A buyer is a solution selection state has
already all the necessary information
and needs now to compare the
different providers through different
criteria.
She’ll be looking at content such as:
“ How we helped client x increase its
sales” or “How we helped client Y cut
development time by two”
She will be asking pricing information,
and referrals from other clients.
THE DIFFERENT STATES
31. INSIDE VS. OUTSIDE SALES
In a normal outbound strategy, the sales function consists on
developing leads from a predefined list. The sales will thus
need to cold call (phone or email) different potential leads and
identify if they have a needs and how you can solve it.
Inbound marketing works at the opposite. The marketing
filters the leads and deliver qualified leads to the inside sales.
The sales will have to contact the referred leads to make sure
to help them in their journey.
32. ROLE OF THE INSIDE SALES
The inside sales is here to work the leads that the marketing
has sent over. This means getting in touch with the lead,
evaluate her needs, help her move up in her journey,
understand the urgency of the situation, the budget, the
decision making unit and close the sales.
To achieve this he will need to use multiple calls, emails, set up
meetings when necessary and send quotes and RFPs
33. BUYER DECISION PROCESS
Each buyer has a decision making unit process, it is the role of
the inside sales to understand who are the decision makers
and what type of information they need to make their
decision
Eg. The operational person might need to understand how the
technical work will be done while the budget manager will
need to understand how it will be billed.
34. QUALIFYING LEADS
In outside sales we use a method called BANT
(Budget-Authority-Need-Timing) and I usually use a simpler
version called AN (Authority and Need) where the focus is on
finding the need of the lead while trying to assess if the
contact has the decision power.
With inside sales this methodology is not efficient enough as
some leads are left apart while others with low potential are
transferred from marketing.
35. GPCT
GPCT (Goal-Plan-Challenge-Timing) has been used by
companies like HubSpot to qualify leads.
The Sales should first try to understand the Goal of the lead
(eg. “increase usage of our service by 20%”). Then discuss the
plan to achieve these goals (eg. “building an app”).
When these two components are validated, the lead should be
able to assess the different challenges (“we don’t have a
mobile team”) and the timing (“in Q1 2017”)
36. INSIDE SALES MANAGEMENT
Your current organisation should pivot if you don’t have the
right skills or resources.
It is important to keep the right pace to answer as quickly as
possible to qualified leads. Solutions?
● Sales person
● Founder
● Other?
TEAM
38. MEASURE EVERYTHING
Inbound Marketing is metrics-driven: you build an engine and
refine it through experimentations and analysis. For example:
Visitor
/ page
eBooks
Download
Suscribe
Newslette
Open
Rates
Nb of Ask
More Info
Nb of
Likes
Nb of
Coms
Value of £
generated
Churn
Rate
Nb of
leads
...
39. SET KPIs
It is important to set objectives aligned with the desired
growth of the business.
- How many leads per month should you transfer from
marketing to sales?
- What average revenue you should target for each buyer
persona?
40. REFINE THE ENGINE
Each new month should be the opportunity to refine the
engine.
From analysing the matrix funnel, to analysing the click
conversion on specific content or improving client conversion
from the inside sales.
42. TWO APPROACHES
All In One
You can choose the Hubspot
approach where all the tools
are combined together.
Pros: simple and automation
Cons: costly and not flexible
Multiple
You can choose the lean
approach where you will use
different tools
Pros: cheap and flexible
Cons: missing information
and setup time
All In One Multiple
43. THE BASICS
There are key tools that you will need to include in your
strategy.
CRM
Social Media
automation
Blog
Email
automation
Web
Analytics
Landing
Page / Form
SEO
Optimiser