WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]
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In this session, John Jantsch, author of Duct Tape Selling will define once and for all the ins and outs of inbound selling and more importantly outline how any business owner, marketer and salesperson can install an inbound marketing system that helps them attract more ideal clients, build authority and expertise in the market and yes, close more deals.
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WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]
- 1. What Is Inbound Selling? (and why you need it now!) John JantschDuct Tape Marketing@ducttape
- 2. It depends!
- 3. Inbound Selling: a process that matches how we sell with how people buy today
- 4. Inbound Marketing Outbound Marketing Inbound Selling Marketing and sales alignment
- 5. Therealitiesof sales and marketing today
- 6. No one talks about boringbusinesses
- 7. People don’t need moreinformation
- 8. Everyone knows when you fail
- 9. Don’tcallus, we’ll call you
- 10. Trust is always on trial
- 11. 57% of a typical purchase decision is made before a customer even talks to a supplier. Source: CEB
- 13. 53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand. Source: CEB
- 16. Thefunnelis broken “When it comes to lead and referral generation, a happy customer is the best tool.”
- 17. The future of sales and marketing is less about demand creation and more about organizing behavior.
- 18. Inbound Sales Department! The Marketing and Sales Hourglass
- 19. Definition of Inbound Marketing Know Like Trust
- 20. Definition of Inbound Sales Try Buy Repeat Refer
- 21. Organizing behavior • Listening = prospecting • Teaching = presenting • Insight = information sharing • Story building = nurturing • Connecting = closing
- 22. Content Context = Perfect Customer Journey X
- 25. Inbound Sales Department! The Marketing and Sales Hourglass
- 26. Map all customer touchpoints • Marketing • Sales • Enrollment • Service • Education • Follow-up • Finance
- 28. Hourglass Journey Map • Customer Goals • Customer Touchpoints • Customer Questions
- 29. Reverse engineer touchpoints • 90 days • 45 days • At purchase • Trial • Nurture • Trust • Awareness
- 30. The Marketing HourglassTM © Duct Tape Marketing –all rights reserved •Message, ads, referrals, networking, earned media Know •Website, blog content, social media, podcast, articles, tools Like •SEO, webinars, marketing materials, white papers, self-serve Trust •Workshops, evaluations, demo, DIY training, starter, freemium Try •Service team, new customer kit Buy •Post project review, cross selling, customer events Repeat •Champion events, partner intros, peer2peer roundtables Refer
- 31. Content powers the journey Awareness Trust Education Engagement Conversion Blog posts Events Advertising How to Reviews Testimonials Articles eBooks Demos Workshops FAQs Case studies Interviews Contests OPC Peers Trials Personalization
- 32. Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify/Scoop.it
- 33. Content for referrals • Invited content • Co-branded content • Sponsored content • Curated content • Incented content
- 35. The Content Workshop • 3-5 hours with entire team • Teach marketing strategy • Create content plan • Enlist the entire team
- 36. June July Aug Sept Oct Nov Theme Content Marketing Referrals Strategic Partners BuildingAuthority Lead Conversion Advertising Blog 2X 4X 2X 4X 2X 4X Guest 2X 2X 2X 2X 2X 2X Podcast 1X 1X 1X 1X 1X 1X White Paper 1X 1X 1X Ex Article/OE 1X 1X 1X 1X 1X 1X CaseStudies LIarticle 1X 1X 1X 1X 1X 1X Curate 1X 1X 1X 1X 1X 1X SocialMedia See Social Plan G+HO 1X 1X 1X Content Plan & Editorial Calendar
- 37. Editorial plan and goals • Who owns plan • The platform -mediums • How to contribute • Rules and guidelines – Training/collateral
- 38. Collect Curate Create Share Engage Connection through Context Hootsuite Feedly Talkwalker Diigo Pulse Feedly Scoop.it Newsle Word Swag Canva List.ly Visual.ly Hootsuite Feedly Buffer Nimble Groups Contactually
- 39. Getting started • Built value basedprofiles • Connected specifically • Listened for insights • Shared insights • Connected and engaged
- 40. Social surround • The usual suspects • Went deeper • Created personalized content • Subscribed and joined • Connected around content
- 41. Collected • Customers –Twitter Lists • Journalists –TalkwalkerAlerts • Influencers -Alltop • Competitors –RivalIQ • Industry –Quora Feeds • Blogs –Feedly
- 42. Curated • Scoop.it • Newsle • Feedly
- 43. Created • Word Swag • Canva • List.ly • Visual.ly
- 44. Shared • Hootsuite • Feedly • Buffer • Republish
- 45. Engaged • CRM –Salesforce.com • Groups –LinkedIn/Facebook • Social CRM • Rapporative
- 46. Social Media Connection Plan Element Collect Curate Create Share Tactics Goals Marketing Priorities Social Journey Get good at listening and following influencers Get good at filtering and aggregating information Tools Hootsuite Feedly Talkwalker Diigo 1. Build Twitter Lists of influencers 2. Subscribe to industry related blogs 3. Create bookmarking tag structure 4. Create relevant alerts for customers, journalists, key terms 5. Clean up branding on all profiles Recommendations 1. Build custom pages on Scoop.itfor one core content topichttp://www.scoop.it/t/higher-education- reform 2. Recruit guest bloggers Establish amplification of owned media assets 1. Apply for LinkedIn Author statushttp://specialedition.linkedin.com/publishing/ 2. Amplify blog and content asset weekly 3. Create one visual content element to share 1. Identify 10-12 pieces of content daily to share 2. Expand influencer network with shares 3. Focus on engaging journalists Engage 1. Get social customer data into CRM tool 2. Build social assets for outreach 3. Establish customer and prospect engagement and sharing routine LinkedIn Pulse Scoop.it Feedly Hootsuite Buffer Hootsuite Feedly Buffer Hootsuite Social CRM Chatter in Salesforce Establish influencer networking Use social activity to drive sales engagement
- 47. Impact • Inbound leads increased 372% • Sales cycle decreased by 31% • Revenue in first year up 28% • Customer engagement up (67% increase attendees at user conference) • Brand leadership at Policymaker level
- 48. Content Context = Perfect Customer Journey X
- 49. “Anyone that's making anything new only breaks something else.” –When My Time Comes -Dawes
- 50. Reach out and connect! ducttapemarketing.com John JantschDuct Tape Marketing@ducttape