Get Sales Jazzed about Inbound Marketing
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How to get your Sales teams bought into Inbound, and Outbound, lead gen. 5 Best Practices for linking sales to marketing for life.
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Get Sales Jazzed about Inbound Marketing
- 1. INBOUND15 Get Sales Jazzed About Inbound Marketing Jenifer Kern VP Marketing, Celerity #SMarketingJazz@jenifer_kern
- 2. INBOUND15 If you don’t like sales, get out of marketing. #SorryNotSorry
- 3. INBOUND15 Why do sales & marketing need each other? #SMarketingSandwich
- 4. INBOUND15 It’s all about the content 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Tech buyers consume an average of 14 pieces of content before making a buying decision #SMarketingSandwich #SMarketingJazz
- 5. INBOUND15 “90% of consumers go to Google search first…” - CIO.com #SMarketingJazz All That Jazz! Photo credit: http://bayareaplays.com
- 7. INBOUND15 …there was an opportunistic sales team, supported by savvy entrepreneurs and 30% CAGR In the beginning (Pre-2011) #SMarketingJazz
- 8. INBOUND15 Brand fragmentation, client diversity + scaling challenges, sales turnover But soon there was disharmony… #SMarketingJazz
- 9. INBOUND15 Branding, content marketing, lead generation, sales alignment So Marketing was added to the repertoire #SMarketingJazz
- 10. INBOUND15 And the tune changed for good… #SMarketingJazz ・0 to 50% pipeline contribution in 3 years ・25% increase in margins & revenues ・Explosion of net-new customer accounts (15) ・Reduced sales turnover by 40% ・Increase in CRM adoption: 5 to 75% ・Bigger deal sizes
- 11. INBOUND15 Where does an Inbound Marketer start?
- 12. INBOUND15 Top Five Tunes 1. Get Top Dogs Jazzed 2. Expand Sales’ Universe 3. Talk it Up 4. Find the Right Harmony 5. Make it Easy (and Fun)
- 13. INBOUND15 1 ・ Tap into their competitive spirit ・ Focus on low-cost opportunity ・ Find your band partner Teach Execs how to sing Inbound tunes Get Top Dogs Jazzed #SMarketingJazz
- 14. INBOUND15 #SMarketingJazz 3 52Keywords on Page 1 of Google
- 15. INBOUND15 #SmarketingJazz 2 • Add Inbound to Outbound • More tools, capabilities = more $ • Focus on Marketing’s mission: Sales- ready leads It’s Not a Solo Performance Expand Sales’ Universe
- 16. INBOUND15 ・Inbound leads ・Content offers ・Form submits ・Buyer journey ・Lead scoring ・Warm & Hot Leads ・Prospecting ・Cold calling ・Outbound emails ・Client meetings ・Customer care #ReimagineTogether
- 17. INBOUND15 #TalkItUp 3 • Find your early adopter & champion • Communicate and over-communicate • Be authentic and transparent • Use corny slogans Now isn’t the time to be shy or humble Talk It Up
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- 20. INBOUND15 #SmarketingJazz 4 ・ Walk 1,000 miles in their shoes ・ Listen to sales calls & talk to customers ・ Be creative and improvise (office move) Get in tune with Sales Find the Right Harmony
- 21. INBOUND15 Anatomy of a Sales Person Know what makes them tick Driven to Succeed Resilient & Positive Highly Competitive Problem Solver Easily Distracted Strong Family Bonds On the Move *Read: The Art of the Sale, Philip Delves Broughton Highly Caffeinated Stepbrothers ?
- 22. INBOUND15 #MakeItCrazyEasy 5 ・ Make it mobile friendly, esp. CRM ・ Make it easy to find everything ・ Who’s in your band? It’s Gotta be Really. Super. Easy. Make It Ridiculously Easy
- 23. INBOUND15 If you love sales, marketing won’t get the Blues. #SMarketingJazz
- 24. INBOUND15 Go forth and create your boogie-woogie. #SMarketingJazz #BoogieWoogie #CoolCats
- 25. INBOUND15 Marketers can be change agents, if you can sell your vision.
- 26. INBOUND15 Q & A What have you done to get Sales pumped? What are your biggest challenges/obstacles? #SMarketing
- 27. INBOUND15 Thank You Jenifer Kern VP Marketing, Celerity Share your tune @jenifer_kern LI: Jenifer (McGregor) Kern jkern@celerity.com Blogs: celerity.com/blogs/jeniferkern