Izkušnje podjetja NiceLabel s prehodom na inbound marketing. Potrebno se je osredotočiti na svoje kupce in na poslovne cilje, ne pa na tehnologijo. Najprej si postavite jasen cilj in potem razmislimo kaj bomo merili. Pomembno je poznati svoje stranke in njihov nakupni proces. ugotoviti moramo, kdo je naš kupec.

1. Inbound marketing
implementation checklist
How to make sure your (inbound) marketing
transformation is not doomed
@market_arts

2. Focus on the customers and your goals,
not the tools and the buzz.
What you’re about to see is based on the mistakes we and some other
companies made. Most of it is common sense but it’s not commonly used.
Repeat the mistakes and break the rules at your risk.
Takeaways instead of agenda

3. Allocate the budget required to reach it.
Measure the progress and final results.
1. Set a clear goal

4. What do you want to achieve?
Grow revenue by __ in segment __
Grow number of qualified leads by __
Improve customer retention by __
To achieve this, we need to__ which requires (change)__ and costs__
Don’t do: http://youtu.be/sr_EtMhM3fg

5. Our examples
1. Double number of leads in one segment
2. Improve retention of new partners by 50%
How can we increase LTV?
3. Nurture disqualified leads and move them
through the funnel

6. 2. Do the ABC first

7. Do the ABC first
Or better said: STP
Segmentation
Targeting
Positioning
What’s the size of the market, sizes of segments, which segment is your best
fit? Where will you play?
Otherwise you may make a lot of noise but little results.

8. 3. Know your customers
and their buying process

9. Develop personas based on facts
Templates: www.buyerpersona.com
Warning: Buyer personas are a huge misconception
on the internet.
Don't brainstorm personas.
Interview customers soon after they buy.
Get insight also while they research.
Basics: www.makemypersona.com but make sure you
read Adele’s book.

10. Buyer journey
88% of B2B buyers don’t want to talk to a sales person. (Accenture research)
What stage are they in:
- awareness
- consideration
- decision
Create content and offers that help you figure out the stage.

11. Our example – journey alignment

12. 4. Listen to your
customers
And talk to them, just half as much.

13. You have two ears and
one mouth.
Use them in that proportion, ideally engaging
brain between use.

14. Make this a commitment
How much time do you listen, read, chat… with your existing and potential
customers?
What’s the % of your time devoted to customers?
Sales is not the only department entitled to talk to customers.

15. Marketing without knowing the customer is
like playing piano with boxing gloves.
You can make a lot of noise but it’s not
always pretty.

16. Our examples
Phone number on top of each page.
Chat.
Auto-responder email that asks a question.
Calls with non-buyers (we ask them to be brutally honest - and they are!)
If you have a call center – use it for inbound calls! There are still many people
that prefer to call for more info.

17. 5. Align sales with the
customer buying process

18. “Customer” is the most rarely used word in meetings.
Share insight and read between the lines when sales people describe their
successes and failures.
Don‘t throw stuff over the wall.
Align around the customer

19. 6. Focus on the value,
not the tools

20. “Ya can’t get nowhere with a $1000
saddle on a $10 horse”*
Focus on the message, not the tools
Craft a unique, compelling value proposition
Use inbound tactics to deliver the message
*Gerry Spence, Win your case

21. Our example
Unique
value
proposition
2x
growth
rate

22. Find the fit for your goals,
business and customers.
7. Technology

23. Technology - find your fit
Website, CRM and Marketing Automation software need seamless integration.
Make sure the team is comfortable with both. Good luck!
Check other integrations (accounting).
Check advanced analytics options.
I won’t tell you about our stack because it’s not a good example.
And even if it was your needs may be different.

24. Your 2nd most important asset
8. People

25. Marketing department
Hire people that are fit for your organization
Curiosity trumps experience
Hire people that take can think, learn, embrace change, take action and take
responsibility
Our culture: results driven, fast pace, attention to detail.
Take work seriously but don’t take yourself too seriously.
Would you fit?
jobs@nicelabel.com

26. Company alignment
Most important and the hardest is sales and marketing alignment
Get management buy-in
Get company wide buy-in

27. Agency
Don’t reinvent the wheel. Outsource integration.
It’s OK to outsource content creation - but not any content to any agency.
Don’t outsource vision and customer knowledge.
Do they practice what they preach?
Make sure there’s chemistry between teams.
Are they award collectors or customer growth experts?

28. 10. The game never ends

29. Analyze, learn and improve
Measure what matters (clicks and likes don’t)
What matters depends on your goals.
If you don’t have goals, you don’t need to measure anything.
Don‘t look at your competitors!

30. Common sense beats any
tactic or budget

32. Thank you
@market_arts
marko.vrbnjak@nicelabel.com