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!

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

6. #sphomerun

7. #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?

12. Source: ABC Television

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

18. Source: Saucy Salad

19. Source: Montgomery County Planning Commission

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

23. Highly Personalized Content
Accelerate the sales
cycle with content for
each
• Buyer persona
• Lifecycle stage

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

25. Source: M Hooper

27. More Web Pages  More Leads
Companies with 100 to 200 pages generate
2.5x more leads
than those with fewer than 50 pages

28. Major inflection
points at
• 300 website
pages
• 1,000 website
pages

30. More Landing Pages  More Leads
Companies see a
55% increase in leads
by increasing the number of landing pages from
10 to 15

31. Major inflection
points at
• 20 landing
pages
• 40 landing
pages

33. More Blogging  More Leads
Companies
almost double their
monthly leads
by increasing from 3-5x/month to 6-8x/month

34. Major
inflection point
at 15+ monthly
blog articles

36. More Published Posts More Traffic
Companies see a
45% growth in monthly
traffic
by increasing from 20 to 50 total published blog
articles

37. Major inflection
points at
• 100 published
blog posts
• 200 published
blog posts

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

41. Major inflection
points at
• 100 published
blog posts
• 200 published
blog posts

42. How Much Blogging is Too Much?
Companies that blog at least twice a day have a
90% chance of acquiring
clients from their
website

44. Source: Peter Mooney

45. Source: Bengt Nyman

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

47. Source: shinya

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

49. Source: spcbrass

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

52. Source: Stig Nygaard

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

57. Keep Your Eye on the Ball

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

61. Source: dsearls

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

65. Fragmented Marketing Kills ROI
Source: lancefisher

67. • Website traffic generation
• Website lead generation
• Website client acquisition/revenue generation
• Website ROI analysis

68. Source: HubSpot Inbound Methodology

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

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

75. Meet the
Dashboard!

76. Set SMART
Goals!

77. Conduct Persona
Research!
(Create Remarkable
Content that Nails
What Target Decision
Makers Desperately
Want to Read)

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

79. Social
Sharing
Icons
# Lists for
Skimmers
Engaging
CC Photo
CTAs for
Top of
Funnel
Offers
CTA for
Middle
of Funnel
Content

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

83. Different
Sized CTAs for
Different
Places on
Website
CTA
Dashboard
monitors
Views, Clicks,
Click Through
Rate %,
Contacts
Generated ,
and
Conversion
Rate%

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

88. Promotes New
Content
Drives Website
Revisits, and
Reconversions
Gathers More
Lead Intelligence
Accelerates Sales
Cycles

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

95. Game-Changer for
Sales Cycle
Acceleration
Real Time
(Nearly)
Notification of
Website Visits,
Email Opens,
Salesforce
Activity (New),
and HubSpot
Activitiy

96. Add or
Subtract
Points Based
on Field
Values, Smart
List
Memberships,
and Behaviors
Helps
Prioritize
Follow Up
Efforts

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

99. Build an
End-to-End
Solution that
Focuses on
Goals

100. Personalize
Content to
Match Buyer
Personas

101. Build Systems
for
High-Volume
Content
Creation

102. Promote Your
Content to
Get in Front
of the Right
Eyeballs

103. Measure
Everything:
The Case for
Inbound
Marketing
Software

104. Arrive Earlier in
the Sales Cycle
to Establish
Trusted Advisor
Status

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

108. © 2014 SP Home Run Inc.
SP Home Run is a registered trademark of
SP Home Run Inc.
All Worldwide Rights Reserved.
Sign Up for Your Free Marketing Assessment
at http://www.sphomerun.com/fma