The document discusses the importance of integrating sales and marketing strategies through an inbound and outbound approach. It emphasizes targeting ideal customers through segmentation and profiles. It then outlines key components of an inbound marketing approach like content creation, search engine optimization, and lead generation. It also notes the importance of an outbound strategy like call centers and lead lists to reach prospects that may not proactively seek solutions. The overall message is that both inbound and outbound tactics are needed to engage prospects at different stages of their buying cycle.

1. YOU MUST ENGAGE IN AN INTEGRATED SALES AND MARKETING
STRATEGY IF YOU WANT A WELL TUNED
INBOUND/OUTBOUND ACCELERATOR.

2. Market/Industry
Segmentation
Customer
Segmentation
Ideal
Customer
Profiles
Before we get started - Collaboration

3. How much Time is in a Day and What do you do Best?
• The ability to target and engage ideal prospects.
• The availability to continuously follow-up and
communicate with employers, Pre & Post Sales.
• The skills to provide quality need assessments
with employers.
• The ability to solve problems with employers.
• The ability to deliver quality, customized courses
in a timely manner to employers locally,
regionally, nationally and even internationally.
Requires competency and focus at every stage…
When you get paid for a service, when did you
really earn that money?
Target &
Engage
Relationship
Building
Problem
Solver
Deliver
Solutions
35-40%

4. "The secret of getting ahead is getting started." -
Mark Twain
Reaching and Meeting with individual employers is Difficult…
Every employer is already being contacted by a variety of educational institutions. They are receiving numerous phone
calls, internet leads, emails, letters and visitations all day long. Remember, your not just competing for their time with
educators, but every other sales person is trying to sell them something….
How do you get attention and establish
credibility to differentiate your self from
the crowd?

5. 3 Relationship Tiers
You need at least 2 out of 3 to grow
Businesses who are passionate about you.
Is this enough for you to grow? Caution: Status Quo
Businesses who are passionate about someone
or something else.
What’s the likelihood this can change?
Businesses that don’t know what you do…
Who are the businesses waiting to hear from you?

6. Adaptive Website Design & Analytics
• PPC
• SEO/SEM
• Blogs
• Ad Networks
• Affiliate Marketing
• Web Marketing
• Social Media
• Email Marketing
Inbound Marketing Outbound Strategy
Marketing Automation
4 Essential Ingredients to Strengthen your Accelerator
Corporate Communications
Leads, Prospects, Clients

7. Engine Tune-Up? (Baseline Analytics)
Stop Guessing
Mobile
OptimizationBounce Rate
Site
Engagement Site Traffic
Lead
Generation ROI?
Decrease in bounce rate
for mobile website,
increase in access time?
Are bounce rates
decreasing?
Are pages viewed
increasing?
Is there an
increase in
visitors from
SEO?
Is your form
conversion
increasing?

8. Inbound Marketing
Buyers are Changing

9. Landing
Pages
White
Papers
Blogs
Social
Networking
Articles
SEO
INBOUND MARKETING is the
process of helping companies
find you.
Often before they are
even interested in
purchasing anything
Converting early
awareness into
brand preference,
good leads and
REVENUE!
Website Lead Form

11. How do you Accelerate Your Inbound Engine?
• Search Engine Optimization/Management
• Content is King – Be a Thought Leader in Education…
• Linking is Queen
• Integrated Marketing
• Videos
• Email Marketing
• Social Media (Facebook, Linkedin, You Tube)
• Other Media (TV, Radio, Print)
• Use Call to Actions (CTAs), Social Media Buttons, Lead Forms…
Then take advantage of Inbound Marketing!

12. Benefits Of INBOUND MARKETING

13. “Free” Brand Awareness
90% of buying cycles start with
online searches, so if your college
shows up high in the search
results, you’ll get “free” brand
awareness.
88% of clicks come from organic
search.
The remaining 12% of clicks go to
paid keywords (Pay Per Click, PPC)

14. Increased Brand Awareness
• Most people correlate high organic search ranking with TRUST and
BRAND LEADERSHIP.
• Therefore more people will engage with your content.
• Therefore more people will start to feel they have a relationship.
• Therefore people will more likely to TRUST and BUY from someone
they have a relationship with.

15. More Leads for Less Budget
More Brains, Not More Budget
Content Content
Buyers &
Prospects
Great Content pays
dividends for a very
long time, an effect
that multiples as you
create more and
more content.

16. It’s about creating INTERESTING, INFORMATIVE, ENTERTAINING
and INTERACTIVE CONTENT that is distributed, integrated and
optimized across all media (digital and traditional) channels so
you can be easily engage your prospects and customers –
prospective buyers!

17. Beware: INBOUND MARKETING is Not the ONLY
Answer…
*Prospects and Buyers are Unique and can Require Your Attention

18. It’s Hard to Target Specific Audiences with
INBOUND MARKETING
Inbound Marketing is like an air war.
Carpet-bombing is efficient, but it
makes it had to hit specific targets.
Sometimes you need ground war tactics to
target specific industries and ideal customers.

19. INBOUND MARKETING may not drive people to action.
You wait for prospects to make
a decision, when they feel
ready. But sometimes they
need to talk with someone to
get them to act.
Pragmatists and late adopters
who don’t pro-actively seek out
alternatives to their problems
or solutions may need a push,
not a pull to take action.

20. So What Can You Do?

21. Develop and Integrate an Outbound Strategy
Prospect Lead Lists
Call Center
Lead Volume
“More is Less”
Generic College
Script Develop &
Training
Random Calling
Appointments Set
Conversion Rate = 3-5%
Appointment Lab
Select
“Less is More”
Customer Segmentation
Ideal Customer Profiles
Don’t Give Up!
7-Step Process
•Find
•Select
•Approach
Appointments Set + Qualified Prospects
Conversion Rate = 24% - 40%
Customer Prospect List
320 Prospects
2,000 Leads2,000 Leads

22. 938
Inquires/
Week
37,500
calls
25:1
1500
Appointments
5:1
300
Sales
$10,000
Goal=
$3m
Sales
Volume Based calling can lead to
poor prospect preparation, your
appointment ratios start to
decline and you could lose great
prospects and sales by giving up
too soon.
Persistence without preparation
is not valuable in the eyes of the
prospect and will not be
successful in getting and
appointment nor attending a
meeting.
Volume Based

23. 150
Inquires/
Week
6,000
touches
5:1
1200
Appointments
4:1
300
Sales
$10,000
Goal=
$3m New
Sales
Question: How do you reduce
the amount of calls, emails,
letters or overall touches and
improve your appointment
ratios and sales?
Prospect preparation and a
systematic communication process
is essential. It will navigate your
persistence into quality
appointments, build relationships
and sales.
Ideal Customer Profiling

24. Finding and Selecting Your Ideal Customers
• Build a List of Leads/Prospects
• Lead Lists/Databases
• Inbound Marketing
• Networking
• Advertising
• Referrals
Find
• Filter Your Target List
• Market/Industry Research
• Customer Segmentation
• Large-Scale Survey
• Ideal Customer Profile
Select
• Preparation in Getting the Appointment
• Client testimonials
• Valid Business Reasons (VBRs)
• Capability Brochures
• Personal Marketing Resumes (PMRs)
• Prospect Research
• 4P Success Stories
Approach

28. • It’s not about why you want to meet with a prospect… It’s not about you…
• It’s the opposite: It’s why the prospect should want to meet with you… It’s
about them…
• When asking for the appointment… you must always use a Valid Business
Reason (VBR). Always? Yes, always.
• And not just the first time you make contact, but every time until the prospect
agrees to the meeting.
• Know “who” you’re targeting (IT, HR, Sales, etc.) and modify your VBR.
A consistent VBR will make it more likely you’ll get the appointment, more likely
it will be a productive meeting and it will remind the prospect that you can be
trusted & valued – not wasting their time…
What’s a Valid Business Reason, VBR?
Looking through the Prospect’s Lens

29. Example of a VBR… in two paragraphs
1. Subject Line: Less that 30% of IT admins are certified in cloud
computing
2. Introduction: My name is ……
3. Discovery: I recently discovered….
4. Empathy: I know how difficult it is…
5. Statistic: Less than 30% of IT admins are certified in Cloud
Computing…
6. Comment That’s huge!
7. Opportunity Statement: There is a giant opportunity for you to
transition your staff and we have some ideas…
8. Recognition: Congratulations on being listed as the Top 10
companies in the Business Journal!
9. Request: Can we briefly get together to meet?
10. Close: Thank You

30. PMR

32. Prospects Love to Hear How You
Have Solved Problems

33. “This Computer/IT training program has provided me the confidence to work intelligently in configuring a computer on the network. This
education has helped me broaden my scope as a technician”
The difficulty in connecting the new Verizon FioS
network to resident computers was causing
scheduling delays and customer dissatisfaction.
Florida was the first state where the FioS network
was being deployed. The good news was the start of
a residential total fiber optic network. The bad news
training was needed to properly install the new
network. Verizon (VZ) needed a training program
that could be customized by combining installation,
diagnostics, preventative maintenance and basic
networking using Verizon equipment. They met with
various training providers and wanted a reputable
and reliable provider to design, develop and
implement the program – Hillsborough Community
College. (HCC).
Verizon Communications – 4P Success Story
Gary Allshouse, Training & Development, Verizon FioS
As a result of the highly successful training
curriculum, VZ and HCC began to map the next
areas in the US for FioS deployment and matched
where the local area community colleges were
located. HCC then developed Community College
partnership agreements with a total of eight (8)
Community Colleges in the Dallas-Metro, TX and
the Menafee County, CA areas. This also led to VZ
on-location training with co-branded (VZ and
Community College) certification.
Over the course of the training program, the
Community College partnership trained over
1,000 VZ managers and technicians with more
opportunity in OR, WA, IN, IL, OH, MI, NY and NJ.
More importantly, the training increased resident
scheduled visits from 1 to 2 residents per day and
increased sales by 350% in the regions where the
training was deployed. On the Community
College side, the ground-breaking CC agreements
across the US provided VZ training cost reductions
of over 120% compared to other educational
competitors.
The Business Development (BD) Officer from HCC
met with Gary Allshouse, VZ Training &
Development Director to understand the need.
Professional Development (PD) and VZ begin to
map both the hardware and software
configurations. PD then started to develop the
course curriculum and lesson plans. VZ needed a
hook to catch attention of the installers. Knowing
that the VZ service areas were where the
installers met and started their day, HCC BD
presented the VZ Hi-TIP (High Technology Installer
Program). HCC also became a certified trainer
with the VZ’s Tuition Assistance Plan.
The Problem1 The Plan3
The Process2 The Performance4

35. Hourglass Need Assessments
Rapport
Needs Assessment
Assignment(s)
Assignment(s) Analysis
Proposal

36. New Assessment Software For Colleges and Business!
• Partnership: The Learning Strategy and SixQ in Boston.
• Higher-level need assessment designed for colleges to specifically
help businesses in understanding and raising the awareness of all the
colleges capabilities.
• Lower-level need assessment designed for departmental capabilities
of the colleges.

37. Summary
Preparation is Essential, but so is Persistence
• Business Prospects are busy.
• Business Prospects are tough to access. Stand out!
• Use a value-based process methodology.
• Be persistent, Don’t Give Up too soon!
• Track and Manage your progress.
You stand a better chance making several attempts with a qualified
prospect (you identified) than “smiling and dialing” a random list of
leads…

38. Download: Eight Secrets for Getting High-Value
Appointments
http://www.thelearningstrategy.com/contact-us.html

39. Jeff Roth
President
Phone: (813) 494-2098
Email: jeffroth@TLStrategy.com