Rapidan Strategies presentation on the new buying process and how SMB companies can sync their sales process to it.

1. Aligning Your Sales Process With
The New Buying Process:
An Overview Of Inbound Marketing
Data-driven growth solutions using inbound marketing

2. The Inbound Process
……………………….. 1
Data-driven growth solutions using inbound marketing

3. The Buying Process Is Changing
Today’s buyer processes an enormous amount of pre-purchase information. Buyers consumed twice as
much pre-purchase information in 2011 compared to 2010
Source: Google’s Zero Moment of Truth Study
Data-driven growth solutions using inbound marketing

4. How Are Buyers Conducting Research?
How buyers do pre-purchase research
31%
Read product reviews online
36% Sought information from seller's
website
Comparison shopped online
38%
Talked with friends and family
49%
Searched online with a search
engine
50%
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to
help with your decision? Base:N=5,003
Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011
Data-driven growth solutions using inbound marketing

5. Buyers Connect With Sales Later
Image and data courtesy of the Corporate Executive Board: New Decision Timeline
Data-driven growth solutions using inbound marketing

6. Inbound Marketing Process
Inbound marketing syncs your selling process to the buying process
Data-driven growth solutions using inbound marketing

7. Lead Generation Process
Data-driven growth solutions using inbound marketing

8. Inbound Funnel
Data-driven growth solutions using inbound marketing

9. Analytics Fosters Continual Improvement
Data-driven growth solutions using inbound marketing

10. Inbound Goal Setting Process
Data-driven growth solutions using inbound marketing

11. What You Can Expect From Inbound
Increase in Leads
80
70
60
50
40
30
20
10
0
Mth 3 Mth 4 Mth 5 Mth 6 Mth 7 Mth 8 Mth 9 Mth 10 Mth 11 Mth 12
2 Starting Leads 10 Starting Leads
Source: 2013 MIT Study of customers implementing HubSpot inbound marketing software
Bend the curve – use analytics to improve conversion ratio, nurture leads
Data-driven growth solutions using inbound marketing

12. What You Can Expect From Inbound
Increase in Web Traffic
1200
1000
800
600
400
200
0
Mth 3 Mth 4 Mth 5 Mth 6 Mth 7 Mth 8 Mth 9 Mth 10 Mth 11 Mth 12
100 Starting Visitors 500 Starting Visitors
Source: 2013 MIT Study of Customers Implementing HubSpot inbound marketing software
Bend the curve – blog more frequently and promote through social media
Data-driven growth solutions using inbound marketing

13. What You Can Expect From Inbound
Highlights From MIT Study
Web Traffic
• 92.3% of customers have experienced an increase in traffic
• 29.8% of customers reported an increase of more than 100% of traffic
• 85.0% of customers that saw a traffic increase noted that it began within 7 months
or less, with 64.8% of customers seeing an increase within 4 months.
Leads
• 92.7% of customers have experienced an increase in leads
• 38.4% of customers reported an increase of more than 100% in their leads
• 83.9% of customers who saw an increase in leads noticed it within 7 months of
using HubSpot, with 65.2% of customers seeing an increase within 4 months
Customers
• 49.2% of customers experienced a higher lead-to-sales conversion rate, with 29.4%
of customers noticing a “Slightly Higher Rate (1-25%)” of conversion. (Respondents
said that leads converted to sales 1-25% faster.)
• 49.7% of customers who saw an increase in actual sales noticed it within 7 months
Data-driven growth solutions using inbound marketing

14. You Must Align Sales And Marketing
• Unless you are an e-commerce company, sales will
have to close the lead
• Sales-qualified leads have completed 57% of their
sales process – they require a different sales
approach
• Integrate inbound lead generation channel with other
lead generation channels
Data-driven growth solutions using inbound marketing

15. Rapidan Strategies
Rapidan Strategies is an inbound marketing and social media marketing
consultant located in Fairfax, VA. We help customer integrate inbound
marketing programs into their sales process using the HubSpot all-in-one
internet marketing software platform. We are a HubSpot certified partner.
Data-driven growth solutions using inbound marketing

16. Rapidan Strategies
Business Philosophy
Rapidan Strategies was formed in 2012 by John Beveridge after a 25-year
career in the management consulting industry. John formed Rapidan
Strategies to help SMB companies adapt their sales processes to the new
buying process. We are not traditional marketers. We are business people
focused on growth – both for our own company and for our customers. We
use a data-driven approach to growth. We measure everything. If it works,
we do more of it. If it doesn’t, we either drop or change the tactic. We use a
lean process that constantly optimizes tactics and processes based on data
analytics.
Data-driven growth solutions using inbound marketing

17. Rapidan Strategies
Collaborative Business Model
We are specialists in inbound marketing strategy and execution. We deliver
the right services for specific situations through a collaborative network of
strategic partners. We know these partners well and they know the inbound
marketing process well. Here are some of our partners.
Branding and design
• Brandwise
Web design
• Inbound Design Studio (specializing in WordPress and HubSpot CMS)
• Savvy Panda (award-winning Joomla specialist)
Sales Assessment and Optimization
• The RainMakerMaker – Rick Roberge
Data-driven growth solutions using inbound marketing

18. GPCT Goal-Setting Process
……………………….. 2
Data-driven growth solutions using inbound marketing

19. Inbound Goal Setting Process
What is a SMART Goal?
Specific
Measurable
Achievable
Realistic
Timeline

20. Inbound Goal Setting Process
Questions to Establish Goals
1. What is your top priority this year?
2. How much revenue did you generate in 2012?
3. What is your revenue goal for 2013?
4. How many customers do you have today?
5. How many new customers do you need this year?
6. Are you expanding the products or services that you offer?
7. How many leads do you need to hit your revenue goal?

21. Inbound Goal Setting Process
Goal-Setting Statement
• The goal of our company is to generate $_________ monthly
revenue by _________________ (month/year).
• The goal of our company is to grow ______% in the next ___
months by acquiring _____ more customers who generate
________ revenue for the year.
• Non-monetary goals include _____________, ____________,
and _______________ . (improve service levels, lead
generation, infrastructure expansion.)

22. Inbound Goal Setting Process
Establish A Plan To Achieve Your Goals
1. What specific marketing activities did you undertake last
year?
2. What worked and what didn’t?
3. What do you plan to change to generate more revenue this
year?
4. Are you open to thinking differently this year about how you
market your business?

23. Inbound Goal Setting Process
Sample Plan Statement
In order to achieve our revenue and customer goals, we need to
do the following:
1. ___________________________________; and
2. ___________________________________; and
3. __________________________________

24. Inbound Goal Setting Process
What challenges are holding you back?
1. Given the plans we have in place to achieve our goals, these
are the things that are standing in our way:
_________________, _______________ and
_________________.
2. This is different than previous years because _____________
and ________________________________
3. Our one biggest challenge is ______________________ .

25. Inbound Goal Setting Process
Key questions to establish your timeline?
1. What is the deadline to hit this goal to be considered
successful?
2. At what point can you tell that you can’t make it?

26. Inbound Goal Setting Process