How you can leverage inbound marketing within your sales organization to generate new leads and drive more sales.

1. the
More sales
INBOUND
MARKETING
PROCESS
T H I S W A Y

2. Inbound marketing has little to
do with selling and more to do
with helping.

3. Inbound marketing process
Step 2 - Use your website to deliver content and maintain a
powerful online presence.
Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Step 5 - Convert leads into sales.
Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategy.

4. STEP 1
A content marketing strategy is the cornerstone of an inbound marketing plan.
"Marketing is telling the world you are a rockstar.
Content marketing is showing the world you are one."
- Robert Rose
Buyer personas - the people writing the content will need to understand who the
prospects are, specifically what they do. A persona can be a group of people or one
individual person's role or title. EX: Marketing Meredith is a marketing director and
marketing manager. Or Operations Tom is a director of operations.
Content mapping - is the process of mapping out the nature of your content. What
problem is it solving at what stage of the buying process.
Channel plan - you will want to determine what channels to distribute your content.
Where are target customers online? How can you reach them?

5. Inbound marketing process
Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Step 5 - Convert leads into sales.
Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategy
Step 2 - Use your website to deliver content and maintain a
powerful online presence.

6. STEP 2
Your website should be a hub for activity and not a megaphone.
Appearance
Content
Functionality
SEO
What a good website includes:

7. Inbound marketing process
Step 4 - Convert traffic into leads.
Step 5 - Convert leads into sales.
Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategy
Step 2 - Use your website to deliver content and
maintain a powerful online presence.
Step 3 - Drive traffic to your website and landing pages.

8. STEP 3
I built it and they
haven't come?
An amazing website that attracts and converts visitors is half
the battle. By getting more visitors to your website - the more
opportunities you have to earn them as a customer.

9. BLOG
PAID SEARCH
SEO
SOCIAL MEDIA
SYNDICATE
STEP 3

10. SEO
Make a keyword list, usually what your prospects
will search for to find your product or service.
Make sure you are using these keywords in your
content, web pages and blog posts.
BLOG
Create blog content that is specific to the goals
and challenges of your buyer personas.
Make sure each blog posts has one of your
keywords at least in the first and last paragraph.
Reference other links and optimize your images.

11. SOCIAL MEDIA Social media is a great way to distribute your
content. Especially if you have a community
already built. If you don't - fear not. You can still
get others to share your content through their
social channels. Ask around, talk to people who
share the same customer base you do.
PAID SEARCH &
SYNDICATION
With a healthy budget - paid search can be a great
method of content distribution.
If you are running a paid search campaign for a
free assessment, as an example, send the user to
a landing page with enough information where they
can make a decision to sign-up for your offer.
For Syndication, make sure to start with your own
blog. Prove that you can create high quality and
engaging content. After that, you are ready to reach
out to the Editorial team at Entrepreneur magazine.

12. Inbound marketing process
Step 5 - Convert leads into sales.
Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategy
Step 2 - Use your website to deliver content and
maintain a powerful online presence.
Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.

13. Congratulations! You now have users arriving at
your website or landing page. Now what?
Now it's time to convert
them into prospects! SEO
PPC
Referral
Direct
Social
STEP 4

14. Put targeted and specific calls to action on your website and web pages
that have high traffic.
Since you want to only attract qualified leads into your funnel, create
content offers that appeal to buyers at all stage of the sales cycle.
STEP 4

15. VISITORS
LEADS
CUSTOMERS
Awareness
Consideration
Education
Blog Posts, Social Media, Press Releases
eBooks, Reports, White Papers, Webinars, Guides, Case Studies
Free Trials, Demos, Consultations
STEP 4

16. Inbound marketing process
Step 5 - Convert leads into sales.
Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategy
Step 2 - Use your website to deliver content and
maintain a powerful online presence.
Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.

17. Convert your leads into sales opportunities.
List Segmentation Lead Nurturing Outbound Call
STEP 5

18. STEP 5
List Segmentation
Leads that come in through
contact forms should be
segmented by their buyer
persona or buying stage.
You can then communicate
with them through targeted
messaging.

19. STEP 5
Lead Nurturing
By developing a lead nurture
sequence you can educate
your top of the funnel and
middle of the funnel sales
leads to a point of closure.

20. STEP 5
Outbound Call
At some point a marketing
qualified lead becomes a
sales qualified lead. A sales
representative may want to
call a prospect once he/she
reaches a point in the
marketing funnel.

21. Inbound marketing process
Step 5 - Convert leads into sales.
Step 1 - Develop a content marketing strategy
Step 2 - Use your website to deliver content and
maintain a powerful online presence.
Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Step 6 - Measure your effort.

22. STEP 6
Closed-loop marketing is marketing that relies on data and insights from
closed-loop reporting. “Closing the loop” just means that sales teams report
to Marketing about what happened to the leads that they received, which
helps Marketing understand their best and worst lead sources. - HubSpot
Traffic Sources: News/Media/PR SEO
EmailForums
SEO
Direct/Referral LinksBlogs/Blogging
Webinars
Infographics
Closed-loop marketing

23. STEP 6
Important Key Performance Indicators (KPIs)
Website Traffic to Marketing Leads
Website Traffic (unique visits)
Marketing Lead Conversions
Traffic Leads and Conversion Rate by Source
Review weekly, monthly and quarterly

24. Inbound marketing process
Step 5 - Convert leads into sales.
Step 1 - Develop a content marketing strategy
Step 2 - Use your website to deliver content and
maintain a powerful online presence.
Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Step 6 - Measure your effort.

25. Christina Hall
Founder, Smashdeck Marketing
christina@smashdeck.com
619-957-1116
www.smashdeck.com
@SmashdeckMKTG