The way B2B decision makers purchase IT services has changed drastically during the past few years. If your IT business is still depending on word of mouth referrals and old-school interruption marketing, such as cold calling, rented lists, and trade show booths, you’re in for a rude awakening.
Today, nearly 60% of the typical B2B sales cycle is over before decision makers talk to any vendors. If your company gets found in those early searches, you have a great opportunity to advance your thought leadership and achieve trusted advisor status. However if your company is invisible early on, you will miss out on some of your best potential prospects who spend all day long asking Google, Bing, Yahoo, and Siri questions by the dozen.
From these webinar slides, you’ll learn:
* Why Inbound marketing makes your IT business relevant to the way that modern humans shop for goods and services
* How to build the foundation for success
* Why you must be able to build content at scale
* How you can evaluate if your competition is asleep at the wheel
* How to focus on goals with website traffic, leads, clients, and ROI
* Why you can’t afford for your marketing efforts to exist in disconnected silos
* The #1 reason why blogging fails and what you must do about it
* What Inbound marketing looks like
* Best practices for website traffic generation and lead generation
* How to close sales 23% faster with sales cycle acceleration strategies
And much more!
Study the Slides to Learn How to Get More High-Quality Leads and Close More High-Margin Sales!
How consumers use technology and the impacts on their lives
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webinar Slides)
1. How Your IT Business
Can Use Inbound
Marketing to Generate
More High-Quality Leads
and Close More
High-Margin Sales
2. Presenters
Jennifer Rossler
Co-Founder and President
of SP Home Run Inc.
Joshua Feinberg
Co-Founder and
Chief Inbound Marketing Officer
of SP Home Run Inc.
Connect with Jennifer Rossler
Follow @jenniferrossler
Connect with Joshua Feinberg
Follow @joshua_feinberg
3. What You’ll Learn…
• Why Inbound marketing makes your IT business
relevant to the way that modern humans shop for
goods and services
• How to build the foundation for success
• Why you must be able to build content at scale
• How you can evaluate if your competition is
asleep at the wheel
#sphomerun
4. What You’ll Learn…
• How to focus on goals with website traffic, leads,
clients, and ROI
• Why you can’t afford for your marketing efforts
to exist in disconnected silos
• The #1 reason why blogging fails and what you
must do about it
• What Inbound marketing looks like
#sphomerun
5. What You’ll Learn…
• Best practices for website traffic generation and
lead generation
• How to close sales 23% faster with sales cycle
acceleration strategies
• And much more!
#sphomerun
8. Housekeeping
• Recording: Today’s webinar is being recorded.
The recording and slides will be available next
week and sent to all attendees.
• Q&A: If you have questions during today’s
webinar, please use the Questions panel in
GoToWebinar. Time permitting, we’ll try to
answer as many questions as possible towards
the end of today’s webinar.
#sphomerun
9. Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4. Recap of Best Practices
#sphomerun
10. Is Your Company Getting Found?
Or Invisible?
57 percent of the typical B2B sales cycle is over
before potential clients contact any vendor!
11. Does Your Company
Have a Sales Funnel?
Source: Donovan Govan Source: Rob Boudon
Or Does It Believe
in Unicorns?
13. Why Inbound Marketing
Inbound marketing helps you
• Attract the right strangers to your website
• Turn strangers into website visitors
• Convert website visitors into leads
• Accelerate leads into clients
• Delight clients so they become promoters
14. Traffic Generation
Attract the right strangers to your website
Attract
Visitors
Convert
Leads
Close
Clients
Delight
Promoters
Inbound Methodology
15. Lead Generation
Convert your visitors into high quality leads
Attract
Visitors
Convert
Leads
Close
Clients
Delight
Promoters
Inbound Methodology
16. Client Generation
Transform your leads into new clients
Attract
Visitors
Convert
Leads
Close
Clients
Delight
Promoters
Inbound Methodology
17. Return on Investment (ROI) Analysis
“Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.”
- John Wanamaker (1838 – 1922), father of
modern advertising and a pioneer in
marketing
20. Set SMART Goals
• Specific
• Measurable
• Attainable
• Realistic
• Time bound
Source: Andy Rennie
21. Create Buyer Personas
The foundation for remarkable marketing and sales
content that resonates with the intended audiences
Note: Most small IT companies with blogs skip this
step and end up putting out crap that no one wants
to read, let alone convert to a lead on.
22. Research Keywords
Find the opportunities to add valuable
perspective to your ideal buyer’s searches
Balance volume of monthly searches vs.
level of competition
24. Why Highly Personalized Content?
Changes in modern buying
habits – selective consumption
– and the rise of Amazon,
iTunes, and NetFlix make it
impossible for a single eBook
or two to make a dent in your
lead generation
39. More Published Posts More Leads
Companies see
continued lead growth
with 100+ total blog articles published
40. More Published Posts More Leads
Companies with 200+ published blog articles
have
more than 5x the leads
compared to companies with <10 total
published blog articles
46. Your Window of Opportunity
Most organizations
have aggressive
growth goals of
greater than
20 percent annually
But have very
conservative
budgets of way less
than 10 percent of
desired revenue
growth
48. You Can’t Afford to Lose the
Content Game
Most organizations are missing out on
opportunities to generate leads and nurture
leads into clients due to enormous gaps in their
content marketing programs
50. Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4. Recap of Best Practices
#sphomerun
56. Real Issue #1: Generating high-quality leads
Real Issue #2: Converting leads into clients
Everything else is just a potential distraction and
means to an end
Two Real Issues: Emperor’s Clothes
59. 57% of the B2B decision making cycle is now
over before any vendor is contacted.
If you’re not in the content business, your
company is invisible and irrelevant.
Did You Know That…?
60. During the 57% of today’s B2B decision making
cycle that happens before any vendor is
contacted, your buyers are “channel jumping”
like crazy between
Why?
Websites Blogs Social Media
Landing Pages Email Desktops/Notebooks
Smartphones/Tablets Landlines In Person
62. Source: loufi
Don’t waste time on
finger-pointing between
The “web guy”
The “SEO guy”
The “social media guy”
The “PPC guy”
Etc.
Stop the Blame-Game
63. IT Industry Has Long History of the
Suite Crushing Standalone Parts
Source: DuffiantSource: lpernity
Source: lpernity
64. IT Industry Has Long History of the
Suite Crushing Standalone Parts
Source: DuffiantSource: lpernity
Source: lpernity
Source: Stephen Edgar - Netweb
69. Select
Excerpts
Recently asked
HubSpot’s top
C-level execs and
thought leaders for
their most
important Inbound
marketing advice
Recently asked
HubSpot’s top
C-level execs and
thought leaders for
their most
important Inbound
marketing advice
70. “Get comfortable sharing useful
information that is uncomfortably
honest that you'd want to read
yourself.”
Dharmesh Shah, Chief Technology Officer & Founder
HubSpot
Cambridge, Massachusetts
@dharmesh
71. “A great blog that is helpful
(not promotional) is the cornerstone
of a basic inbound strategy.
A blog powers SEO and social media.”
Mike Volpe, Chief Marketing Officer
HubSpot
Cambridge, Massachusetts
@mvolpe
72. “The businesses that are the
best educators will be the
most successful in 2014. ”
Mark Kilens, Leader of HubSpot Academy
HubSpot
Cambridge, Massachusetts
@MarkKilens
Picture
Placeholder
~300x300
73.
74. Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4. Recap of Best Practices
#sphomerun
78. Find the Right
Keywords to Attract
and Engage Your
Personas!
(Tightrope Act: Monthly
Search Volume vs.
Degree of Competition)
# of
Monthly
Searches
Degree of
Difficulty
to Rank on
Page 1
80. Blog Post Repurposed into
18 Slide Presentation Deck
Reinforces Company
Branding
Engaging Title Slide with
Image
604 Views
(includes Embeds)
Search Engine Optimized
Tightly Targeted CTA
and Tracking Domain
81. 18 Slide Presentation Deck
Repurposed into Narrated
Screencast
Reinforces Company
Branding
Engaging Title Slide with
Image
99 Views
Search Engine Optimized
Tightly Targeted CTA
and Tracking Domain
Recap Instrumental
Version Picks Up
Additional 60 Views
82. Views
Original Blog Post 157
Derivative SlideShare
Presentation
604
Derivative Narrated
Screencast Video
99
Derivative Instrumental Only
Recap Screencast Video
60
Aggregate Views 920
Why?
More Chances for
Your Thought
Leadership to
Make It to
Page One of
Google,
Even if Your Blog
Doesn’t Have
Thousands of
Authoritative
Inbound Linking
Domains
84. Upper Navigation
Suppressed to
Eliminate Distraction
Landing Page for
Top of Funnel
Offer (Planning
Guide)
Form Properly
Qualifies Leads
(8 Fields)
Links to Privacy
Policy to
Reassure
Checkbox for
Optional
Newsletter
Consistent Action
Verbs Throughout
Bullet Points with
Page #’s
Cover Image Engages
Visitors
85. Upper Navigation
Returns
Thank You Page
for Top of Funnel
Offer (Planning
Guide)
Form Properly
Qualifies Leads
(8 Fields)
Pushes Leads
Down the Sales
Funnel with
Reconversion
Opportunities
Middle of the Funnel
Offer for 1 Hour
Webinar Recording
Bottom of the Funnel
Offer for Needs
Assessment
Cover Image Engages
Visitors
Requires Valid Email
Address to Get Guide
86. Thank You Email
for Top of Funnel
Offer (Planning
Guide)
Permanent
Inbox Real
Estate
Delivers on
Landing Page
Promise
Tells How to
and Reminds to
Download Ensures that
We Have Real
Email
Addresses
Restates
Benefits
Pushes Leads
Down the Sales
Funnel with
Reconversion
Opportunity CAN SPAM
Compliant
87. Personas Remind Us
that Different
Decision Makers
Have Different Goals,
Behaviors, Pain
Points, and Ways of
Navigating the
Buyer’s Journey
Segmentation
and Smart Lists
Helps
Personalize
Once a Contact
is Dynamically
Added to a
Smart List, It
Can Trigger
Workflow
Automation
(Especially
Lead
Nurturing),
Lead Scoring,
Social Media
Monitoring,
and Revisit
Alert Email
89. Email Marketing
Used for a Very
Specific Purpose
with a Single
SMART Goal
3 Links/ More
CTAs Drive
More Click
Throughs
Bold Bulleted
List for
Skimmers
Image
(Clickable)
Used to Attract
Attention
90. Workflows Allow
You to Automate
When and How
Contacts Are
Accelerated
Through the
Sales Cycle with
Contextually-
Relevant Content
91. As Leads
Reconvert and
Progress Down
the Sales Funnel,
Keep Asking
More Questions
to Better Qualify
(Without
Overwhelming
on Initial Visit(s)
Provides a
Much Better
User
Experience
Because Users
Don’t Need to
Re-Enter What
HubSpot
Already Knows
92. Smart CTAs Leverage
Smart List
Membership and
Segmentation to
Better Target the
User Experience
Allows for
Personalized
Display of CTAs
by
(a) Sales Cycle
Stage
(b) PersonaIf You Know a
Contact Has Already
Converted on One
Offer, Displays a CTA
for a Different Offer
Hyper-Targets
and Prevents
Annoying Visitors
with Irrelevant
Offers
93. Huge Lever for Sales
Cycle Acceleration
Allows Your Sales
Reps to Know
Your Contacts
Better Than They
Know
Themselves
Includes Blogs,
Forms, Emails,
Social Media,
Videos
(Wistia), and
Webinars
(GoToWebinar)
Combines What
Contacts Have Told
You About
Themselves on
Landing Pages with
Their Behaviors on
Your Website
Facebook-Style
Timeline
94. Know When a
Contact is Back
on Your Website
as This Often
Indicates a High-
Degree of Sales-
Readiness
98. Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4. Recap of Best Practices
#sphomerun
105. Every piece of content that
you develop should always
include a Call to Action
(CTA)
106. If you need:
• More high-quality leads
• More revenue
• Better website ROI
Sign up for your complimentary
Inbound Marketing Assessment at
http://www.sphomerun.com/fma
107. Thank You for Joining Us For Today’s Webinar!
Sign Up for Your Free Marketing Assessment
at http://www.sphomerun.com/fma