The document provides an agenda and materials for a sales call focused on conducting a diagnostic assessment and setting goals with a prospect.
The agenda includes recapping the recommended sales process, reviewing the purpose and typical flow of a diagnostic and goal setting call, demonstrating the inbound marketing prospect assessment tool, reviewing key takeaways and homework, and addressing potential potholes.
The call is intended to help qualify prospects by determining their current performance, aligning their business goals with inbound marketing activities, and setting numeric goals to achieve through inbound efforts in order to close the gap between current and desired revenue. The ultimate goal is to schedule a follow up "Presentation and Experimentation" call.
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
How small and mid sized agencies can fix common problems like acquiring new clients, cash flow, revenue per client, proving ROI, client retention, client upselling and profitability.
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events. http://www.lexisclick.com/
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
How small and mid sized agencies can fix common problems like acquiring new clients, cash flow, revenue per client, proving ROI, client retention, client upselling and profitability.
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events. http://www.lexisclick.com/
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events.
How To Catapult Your Online Business With Digital Leadership - Part 2 - Prese...Doyle Buehler
How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.
Is Your Marketing Funnel Broken?: Uniting Lead Nurturing & Search StrategiesBFO
Creating a comprehensive plan to nurture leads and drive them down the funnel can be difficult. Check out what Steve Krull and Liz Ryan have to say about you can do to unite marketing strategies across the funnel and bring in new business.
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
Sell Without Selling - Tips to Rock Sales and ProposalsBrent Bice
This presentation explores what successful salespeople do to differentiate themselves and ultimately win bigger and better projects.
We discuss SPIN selling, positioning statements, scripts, proposal templates and more.
An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.
The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision.
Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale.
If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat.
During the webinar, you'll learn:
-How the customer journey has evolved
-How to capture more conversions through paid search
-How to identify if you should implement a live chat function
Your customers and prospects are going to the web to do research on who to buy from. In fact, 60% of your sales funnel is now taking place in the digital space. Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media, email marketing or content marketing to improve their business results.
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events.
How To Catapult Your Online Business With Digital Leadership - Part 2 - Prese...Doyle Buehler
How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.
Is Your Marketing Funnel Broken?: Uniting Lead Nurturing & Search StrategiesBFO
Creating a comprehensive plan to nurture leads and drive them down the funnel can be difficult. Check out what Steve Krull and Liz Ryan have to say about you can do to unite marketing strategies across the funnel and bring in new business.
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
Sell Without Selling - Tips to Rock Sales and ProposalsBrent Bice
This presentation explores what successful salespeople do to differentiate themselves and ultimately win bigger and better projects.
We discuss SPIN selling, positioning statements, scripts, proposal templates and more.
An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.
The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision.
Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale.
If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat.
During the webinar, you'll learn:
-How the customer journey has evolved
-How to capture more conversions through paid search
-How to identify if you should implement a live chat function
Your customers and prospects are going to the web to do research on who to buy from. In fact, 60% of your sales funnel is now taking place in the digital space. Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media, email marketing or content marketing to improve their business results.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
7. AGENDA
Recap: The recommended sales process
The typical flow and “how to” of a call
1
2
3
4
5
Purpose of the Diagnostic & Goal Setting Call
6 Key-Takeaways and homework
Potholes
Inbound Marketing Calculator
9. 1. Generating Leads
2. Researching Leads and
Prospecting
3. Connecting and Qualifying
4. Inbound Marketing Assessment
(IMA)
5. Diagnostic and Goal Setting
6. Present Solution
7. Contract and Close
10. Inbound Marketing Sales Methodology
3. Connect
Schedule the Assessment
4. Qualify
Determine worthiness for next step
6. Presentation & Experimentation
Present Solution and/or Trial
OPPORTUNITY
7. Contract & Close
Agree to Proceed
2. Research and Prospect
Get to a Connect
Lead
5. Diagnostic & Goal Setting
Align business goals with activities
1. Generate Leads
Find Prospects to Call On
16. Succeeding with the Prospect Assessment Tool
• Pre-populate questions based on answers
and feedback in the IMA call
• Validate answers while reviewing through
diagnostic and goal setting call
• Fill out any blanks with the prospect during
the call
• Use the “Give and Get” framework while
completing blank
• Share Inbound Marketing best practices as
you step through each of the sections
17. Start with Evaluation Worksheet
• Typical Flow
• Does your website traffic increase in most months?
[GET FOUND -> TRAFFIC]
• Do you generate a larger number of leads via your
website in most months? [CONVERT -> LEADS]
• Do you convert a larger number of customers from
your website leads in most months? [CONVERT ->
LEADS -> CUSTOMERS]
• Do you analyze your results each month so you can
continuously improve results? [ANALYTICS]
• Historical Sales vs Growth Goals
18. 1: Does your website traffic increase in
most months?
19. 1. Blogging + SEO + Social Media = Traffic
http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blo
g-Get-55-More-Website-Visitors.aspx
20. 2. Do you generate a larger number of
leads via your website in most months?
21. 2. Quickest Path to ROI: Improving Visit → Lead
Ratio
http://www.hubspot.com/lead-generation-marketing-hub
/
23. 3. Do you convert a larger number of customers
from your website leads in most months?
24. 3. Improve Lead to Customer Conversion Rates
• According to an MIT Study with InsideSales.com, 78% of
sales that start with a web inquiry go to the company that
responds FIRST!
• According to Focus, it is only in the last third of the buying
process that prospects actually want to engage with a sales
representative.
• Of those surveyed by sales lead expert Mac Macintosh, 23%
had bought the product or service they were inquiring about
within 6 months. The other 67% still intended to purchase,
but were not yet ready.
• According to DemandGen Report, nurtured leads produce –
on average – a 20% increase in Sales Opportunities versus
non-nurtured leads.
25. 4. Do you analyze your results each month so
you can continuously improve results?
26. 4. What Can Be Measured, Can Be Improved
http://www.hubspot.com/products/closed-loop-marketing/
27. Historical Sales vs. Revenue Goals
• If FAIL: If you keep acquiring the same
number and mix of clients, you won’t achieve
your revenue goal. Do you want to figure out
how to close the gap via inbound marketing?
…
…
28. Historical Sales vs Revenue Goals
• If PASS: Why are we talking about inbound
marketing? If you just keep doing what you’re
doing, you’ll achieve your revenue targets.
30. Typical Flow
• Set Numeric Inbound Marketing Goals
• Qualifying Budget, Authority, Timing
• Getting Commitment & Booking Next Steps
• Asking for More Help…
…
31. Inbound Marketing Calculator V 5.0
30
Download:
http://www.hubspot.com/partner-program--inbound-marketing-calculator
32. What the Calculator Helps You Do
• Ask Why, When, How, What Else, What if?
• Help your prospect set traffic/lead
generation goals based on their sales and
revenue targets
• Help them understand the effort and expense
required to achieve their goals via inbound
marketing.
…
33. Getting Agreement to Complete the Calculator
• “Based on our conversations so far, it sounds
like you’re serious about growing your
business. Our next step is to help you set your
online marketing goals based on your sales
and revenue targets. Would you like to run
through these numbers with me now?”
34. Input: Monthly Booked Revenue Goal
• Based on the difference between your current revenue
and your goal, this calculates the amount of new revenue
you need to book in order to make up for the shortfall.
Does this number look about right?
• If it’s not right, what is the total amount of monthly
booked revenue you need to generate?
35. Input: What % of Revenue Is Coming From IM?
• What other methods will you be using to generate leads
and new customers?
• Are you confident that these other methods will help you
hit your goal?
• How far off do you think you’ll be if you don’t figure out
how to leverage the web to generate more leads?
36. Input: What’s Your Average Revenue Per Client?
• Based on the evaluation, we see that your average
revenue per client is about _________.
• Is this the right number? Should it be higher or lower?
• Other question: Are you reaching the right clients with
your sales and marketing efforts? Do you think you
could charge more for a specific type of customer? Do
you think we can attract that type of customer via IM?
…
37. Input: Lead → Customer Conversion Rate
• Based on the evaluation, this is your lead to customer
conversion rate. Does it look right?
• Is it different depending on the source of the lead?
• Other questions:
– What methods are you using to generate leads now?
(Referrals, Cold calls, Networking)
– Are you using lead nurturing, closed loop marketing
analytics or lead intelligence? (Educate)
38. Input: Visit → Lead Conversion Rate
• Based on your evaluation, this is your visit to lead
conversion rate. Does this look right?
• Other questions:
– What kind of compelling offers do you have on your site
that prompt visitors to share their information?
– Do you know how your leads are finding your site? Is
your visit to lead conversion rate different for different
sources of traffic?
40. Reiterate What Activities Impact Results
1. Improving visit → lead conversion rate
– Creating lots of compelling offers and landing pages,
calls to action
2. Increasing traffic
– Blogging! blogging! blogging Smart so it helps w/ SEO
and Social Media
3. Increasing lead → customer conversion rate.
boost sales productivity:
– Lead nurturing & lead Intelligence, crm integration
4. Improvement over time:
– Sources, closed loop marketing analytics
41. Next Step
• Set Numeric Inbound Marketing Goals
• Qualifying Budget, Authority, Timing
• Getting Commitment & Booking Next Steps
• Asking for More Help…
42. 1) In order to hit your goals, you’ll probably need to
dedicate at least 10-20 hours/month to inbound
marketing. Who will do that? Internal resource or
outsourced?
2) More hours = more success, of course.
3) How much content needs to be created? Who
will do it?
4) What can you afford to invest now in order to hit
these goals?
5) Are you planning to reallocate funds from
something else?
43. 1) Who are all of the stakeholders involved in a
buying decision?
2) Who will be involved in implementing the
inbound marketing plan?
3) What objections/issues will come up when other
stakeholders get involved?
4) What will other decision makers want to know
before making a decision?
Determine Authority and Influence
44. 1) Who will be involved internally to your company
to ensure this plans success?
2) How much time will they be able to dedicate to
IM?
3) How can we get more of your organization
involved in creating content? Social media?
4) How long do we have before we need to start
hitting the monthly goals we discussed earlier?
What happens if…
Determine Time Available & Timeline for Success
45. 1) What other avenues are you exploring to help
solve your marketing challenges?
2) Are you working with other organization now?
3) Are you interviewing other organizations now?
4) At this point, have you discovered any reasons,
why you would choose to work with someone
else, instead of us?
Determine Competitive Situation
46. Next Step
• Set Numeric Inbound Marketing Goals
• Qualifying Budget, Authority, Timing
• Getting Commitment & Booking Next Steps
47. Get Commitment, Next Step
• What are your thoughts at this point?
• What other things do we need to discuss before
you’d be ready to hire me/my company to help
you implement inbound marketing?
• Typically, we’ll put together a presentation so you
can understand more about how we’ll actually
implement much of the things we’ve discussed.
After that, we typically we agree on everything and
we’ll sign a contract. Do you see any reason why
you wouldn’t move forward?
49. Potholes
• Giving out too much free information
• Getting little in return
• Not asking questions
• Not being conversational
• Not rolling with the punches
•
•
51. • Think of the assessment as setting up a 60 minute time slot
where you will be able to speak with the prospect to
determine whether you can help them.
• This process is for their benefit. When this is done well,
prospects will thank you.
• You should add value by sharing stories and tips that are
relevant to the questions you’re asking.
• Inbound marketing works VERY well when it’s done right. You
are the expert. You should guide the conversation. Don’t let
the prospect drag you off course. Your time is valuable.
• If you can think you can help them, your objective is to set up
the “Presentation and Experimentation” call.
Corey:
Lastly, I think it’s important that you’re not afraid to tell people you can’t help
them. You are asking all of these questions to see whether you can help them or
not. If they aren’t willing to share openly, or invest the right amount of resources,
they won’t be successful. They won’t re-hire you if they aren’t successful. You
should spend your time serving companies that you can help that will renew with
you every year. This is how you will be successful. The more successful your
business is, the more people you will be able to help.