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Evangelizing an Inbound Culture
@jenspencer | @SanDiegoHUG | #HUG17 | https://www.allbound.com/HUG17
Hey! It’s nice to meet you. I’m Jen.
Some Fun Facts
• VP of Sales and Marketing
• Inbound Marketing Evangelist
• Former High School Teacher
• Mom of Twin Teenagers
• Lover of Animals, Technology,
the Arts, and Scotch (only the
good stuff)
@jenspencerhttps://www.allbound.com/HUG17
@jenspencer | #HUG17
THE SPOILER.
Wait.(How do you do that?)
@jenspencer | #HUG17
Once upon
a time …
Very Little Money
Laggard Playground
Creating a New Category
@jenspencer | #HUG17
Meet My Best Friends
Abby
Partner Program
Manager
Mike
Partner Marketing
Manager
Sean
VP of Sales
@jenspencer | #HUG17
Carlos
CXO
Create the right content.
Identify where our ideal
customers spend time on
the Internet — so we can be
there too.
Guide product & service
development.
Buyer personas help us …
@jenspencer | #HUG17
What
motivates
them?
What are their
priorities?
How do they
determine
success?
What are their
perceived
barriers?
Where do they
search for
solutions?
Who influences
their decisions?
@jenspencer | #HUG17
Questions to ask about buyer personas
THE SPOILER.
What technologies
are they using?
@jenspencer | #HUG17
Understanding your buyer’s journey
AWARENESS CONSIDERATION DECISION
@jenspencer | #HUG17
Create relevant, helpful
content with a POV
@jenspencer | #HUG17
Tips for generating
content
• Take an “all hands on deck” approach
• Consume and review
• Freelance and modify
• Partner with an inbound agency
• Get creative!
@jenspencer | #HUG17
Develop  a  company-­wide  cadence
Blog published and
shared via
company social
accounts.
Social messages
with relevant
hashtags are
shared with the
entire team.
Two Weeks Later:
Blog author partial
publishes blog on
LinkedIn with a link
to the blog.
One Week Later:
Blog author shares
blog on other
external sites like
Inbound.org &
Quora.
Two Weeks Later:
Blog author
submits entire blog
as a draft to the
Allbound
publication on
Medium.
Community
Manager publishes
article via
Allbound's Medium
publication.
@jenspencer | #HUG17
Make
your
content
easy to
access
@jenspencer | #HUG17
@jenspencer | #HUG17
Become a
repurposing
machine
@jenspencer | #HUG17
Push the envelope
Embrace co-marketing partnerships
@jenspencer | #HUG17
Share your
inbound strategy
with your
partners
@jenspencer | #HUG17
CRO
This is a sales rep
with inbound:
This is a sales rep
with channel
partners with
inbound:
@jenspencer | #HUG17
Warning:
Don’t lose yourself in
“Awareness” content and
forget about “Consideration”
and “Decision” stage content.
@jenspencer | #HUG17
Three important tips
about buyer personas
@jenspencer | #HUG17
Review and
revise
@jenspencer | #HUG17
Validate early
@jenspencer | #HUG17
Evangelize
Internally
@jenspencer | #HUG17
What should
your
technology
stack do for
your team?
Your
technology
stack
should …
Enable visibility into
your current and
future customers, the
purchase journey they
go through and the
delivery of your
content at the right
place and time.
@jenspencer | #HUG17
Your
technology
stack
should …
Work collaboratively
with other tools,
systems and
departments — not
create silos within
your organization.
@jenspencer | #HUG17
Final
thoughts
on inbound
adoption
@jenspencer | #HUG17
Get
everyone
in the
company
involved.
Track
everything.
Yes,
everything.
Build on
what
works.
Ditch what
doesn’t.
Take
chances.
Be
authentic.
Thank You.
Email me at
jspencer@allbound.com
Tweet with me at @jenspencer
Connect with me on LinkedIn at
linkedin.com/in/jenspencer
Slides available at
https://www.allbound.com/HUG17

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