Jen spencer - Evangelizing an Inbound Culture at HUG 2017
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Jen Spencer is an inbound marketing evangelist who gave a presentation on evangelizing an inbound culture. She discussed creating buyer personas to understand customers, developing content to guide them through the awareness, consideration, and decision stages. Spencer emphasized testing strategies, tracking results, and getting the whole company involved to successfully adopt an inbound approach.
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Jen spencer - Evangelizing an Inbound Culture at HUG 2017
- 1. Evangelizing an Inbound Culture @jenspencer | @SanDiegoHUG | #HUG17 | https://www.allbound.com/HUG17
- 2. Hey! It’s nice to meet you. I’m Jen. Some Fun Facts • VP of Sales and Marketing • Inbound Marketing Evangelist • Former High School Teacher • Mom of Twin Teenagers • Lover of Animals, Technology, the Arts, and Scotch (only the good stuff) @jenspencerhttps://www.allbound.com/HUG17
- 4. THE SPOILER. Wait.(How do you do that?) @jenspencer | #HUG17
- 5. Once upon a time … Very Little Money Laggard Playground Creating a New Category @jenspencer | #HUG17
- 6. Meet My Best Friends Abby Partner Program Manager Mike Partner Marketing Manager Sean VP of Sales @jenspencer | #HUG17 Carlos CXO
- 7. Create the right content. Identify where our ideal customers spend time on the Internet — so we can be there too. Guide product & service development. Buyer personas help us … @jenspencer | #HUG17
- 8. What motivates them? What are their priorities? How do they determine success? What are their perceived barriers? Where do they search for solutions? Who influences their decisions? @jenspencer | #HUG17 Questions to ask about buyer personas
- 9. THE SPOILER. What technologies are they using? @jenspencer | #HUG17
- 10. Understanding your buyer’s journey AWARENESS CONSIDERATION DECISION @jenspencer | #HUG17
- 11. Create relevant, helpful content with a POV @jenspencer | #HUG17
- 12. Tips for generating content • Take an “all hands on deck” approach • Consume and review • Freelance and modify • Partner with an inbound agency • Get creative! @jenspencer | #HUG17
- 13. Develop a company-wide cadence Blog published and shared via company social accounts. Social messages with relevant hashtags are shared with the entire team. Two Weeks Later: Blog author partial publishes blog on LinkedIn with a link to the blog. One Week Later: Blog author shares blog on other external sites like Inbound.org & Quora. Two Weeks Later: Blog author submits entire blog as a draft to the Allbound publication on Medium. Community Manager publishes article via Allbound's Medium publication. @jenspencer | #HUG17
- 15. @jenspencer | #HUG17 Become a repurposing machine
- 18. Embrace co-marketing partnerships @jenspencer | #HUG17
- 19. Share your inbound strategy with your partners @jenspencer | #HUG17
- 20. CRO This is a sales rep with inbound: This is a sales rep with channel partners with inbound: @jenspencer | #HUG17
- 21. Warning: Don’t lose yourself in “Awareness” content and forget about “Consideration” and “Decision” stage content. @jenspencer | #HUG17
- 22. Three important tips about buyer personas @jenspencer | #HUG17
- 23. Review and revise @jenspencer | #HUG17
- 24. Validate early @jenspencer | #HUG17
- 26. What should your technology stack do for your team?
- 27. Your technology stack should … Enable visibility into your current and future customers, the purchase journey they go through and the delivery of your content at the right place and time. @jenspencer | #HUG17
- 28. Your technology stack should … Work collaboratively with other tools, systems and departments — not create silos within your organization. @jenspencer | #HUG17
- 33. Take chances.
- 34. Be authentic.
- 35. Thank You. Email me at jspencer@allbound.com Tweet with me at @jenspencer Connect with me on LinkedIn at linkedin.com/in/jenspencer Slides available at https://www.allbound.com/HUG17