Presentation to the Colombian digital and creative industry on how to best market to US companies.

1. TRACKING DIGITAL LEADS
IN THE US
How Colombian digital and creative companies can crack the code
of doing business in the US.

2. John Beveridge is the
founder and President of
Rapidan Inbound, an
i n b o u n d m a r k e t i n g
agency and HubSpot-
certified partner based in
McLean, VA.
Twitter @JohnMBeveridge
Email john.beveridge@rapidanstrategies.com
Phone 866.610.0579, x200
www.b2binboundmarketer.com

3. Jeff Bezos, Founder – Amazon.com
“Your brand is what people
say about you when you’re
not in the room.”

4. STRATEGIES FOR
SELLING IN THE US

5. What is your unique value proposition?
• US market is hyper-competitive, every business needs to
differentiate itself from the competition
• What types of companies have you successfully helped?
• Industries
• Platforms
• Areas of expertise
• Ask yourself, “Why would this prospect buy from me
rather than all of the other options available to them?”

6. Identify problems and opportunities
4 primary categories
• Save money
• Save time
• Reduce risk
• Increase revenues
How can you help potential buyers solve for these wins?

7. Ask, don’t tell
• Ask questions to learn about the lead and his goals,
passions and struggles
• Don’t ask questions you can learn through research
• Your first goal is to develop a relationship – people buy
from people they like, know and trust
• DON’T START BY PITCHING YOUR SERVICES!
• Most of the services you provide have long sales cycles – prospect
won’t buy at the first meeting. Earn trust before pitching your
services.

8. Know your strengths
• Potential strength – lower cost of doing business
• Shadow pricing
• Outsourcing strength – same time zone as US
• Domain expertise – industry
• Suggestion: Develop case studies to show how you’ve
helped other companies with similar problems

9. Know your weaknesses
• Language can be considered a weakness for some
• Use visual tools to help communicate – PowerPoint, etc.
• Ask a lot of questions to confirm your understanding
• End meetings by summarizing what you’ve heard and ask, “Did I
miss anything?”
• Find American partners to help

10. Be persistent – don’t give up
• Buyers are bombarded with marketing messages, it’s part
of the game
• Email marketing benchmarks for software companies
• 22.9% open rate
• 2.8% click-through rate
• Use a “lean start-up” methodology to optimize your sales
and marketing
• Use free and low-cost technologies to improve your
marketing

11. LEAD INTELLIGENCE
STRATEGIES AND TOOLS

12. LinkedIn is an essential sales tool
for doing business in the United States

13. LinkedIn
STEP 1: Optimize your LinkedIn profile
How To Optimize Your LinkedIn Profile For Social Selling
http://blog.hubspot.com/marketing/linkedin-profile-social-selling
Example of a Good Colombian LinkedIn Profile
https://www.linkedin.com/profile/view?id=315280898

14. LinkedIn
STEP 2: CONNECT, CONNECT, CONNECT
Connect with me
https://www.linkedin.com/in/johnbeveridge
Pro Tip:
Personalize your invitations, don’t use standard LinkedIn
language
(Alejandro, it was nice meeting you at Macrorrueda 55! I’d like to add
you to my LinkedIn network.)

15. LinkedIn
STEP 3: Post content on LinkedIn that will be interesting to
your target market
• It doesn’t have to be your content, share relevant third-
party content and add your thought to it.
• Share your content too
• Publish on LinkedIn
• Luis Parra – Emprededores sin limites

16. LinkedIn
• Participate in LinkedIn Groups
• Ask for introductions
• Ask for recommendations
• Search for prospects
RECOMMENDATION – spend 30-60 minutes a day on
LinkedIn

17. Be consistent
• Make social selling part of your daily routine
• Be patient, it takes time to develop your brand
• Take the time to create and curate content
Rome wasn’t built in a day

18. Free and low-cost sales resources
HubSpot CRM (Free) – a customer relationship
management (CRM) system to keep track of your sales and
marketing.
http://offers.hubspot.com/crm-queue

19. Free and low-cost sales resources
HootSuite (free with paid upgrades available) – social
media publishing, monitoring and analytics tool.
https://hootsuite.com/

20. Free and low-cost sales resources
HubSpot Sidekick (free with paid upgrades available) –
email tracking software that integrates with the HubSpot
CRM. See which emails get opened and clicked (and
more.)
http://www.getsidekick.com

21. Free and low-cost sales resources
You Can Book Me (free with paid upgrades available) –
scheduling tool that syncs with your Gmail calendar. Let
prospects schedule meeting with you online.
https://ga.youcanbook.me/

22. PREGUNTAS?

23. Free download of today’s presentation
bit.ly/ProColombiaUSSales