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How to Create a Website that

SELLS

#SiteSelling

Jill Konrath

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MEGHAN ANDERSONMarketing Product ManagerHubSpot

JILL KONRATHSales Expert &Best-selling Author

Your Presenters:

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Attract and Engage

Showcase Your Expertise

Break the Status Quo

Move Prospects Through Funnel

Offer Personalization

Conclusion

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Agenda:

What Customers Want

How to Create a Website that Sells

Jill KonrathAuthor, SNAP Selling &Selling to Big Companies

Buyers complete 60% of their buying cycle before they contact

your organization.

60%CEB 2012

8-12In business-to-business sales today, it takes between 8 – 12 contacts to

connect with a decision maker.

Dated-looking websites are real killers!

What’s the Root Cause?

We’re too focused on what we want them to know about us.

• Gracious welcome

• Overview of company

• Wonderful product line

• Extraordinary services

• Unique differentiators

SNAP FactorsSimple Complex

Aligned Irrelevant

iNvaluable Ordinary

Priority Nicety

Mind Melds Matter

What are their goals & objectives?

What issues & challenges do they face that you can help with?

Obstacle course

What obstacles make it difficult to change?

• How other companies address the same issues

Ideas, insights and information about:

• Value they’d get from switching

• How to better achieve their objectives

• Factors to consider in making a good decision• Industry, marketplace or customer trends

• Business challenges they’re facing

Case Studies

Articles Ebooks

White Papers

Videos

Demos

Interviews

Blog Posts

Checklists

ROI Tools

Audios

Kits

Quizzes Trend Reports

Infographix

Webinars Guides

What’s Tempting?

Have Some Gated Content

www.JillKonrath.com

Stats from my site

Does Customer-Focused Content Matter?

Website visits have sextupled! (6x)

RESULTS• 2x Website traffic • Lead flow doubled

-- Noel Huelsenbeck, CEO

How can this help your salespeople?

Simon. Alex Marshall here. With your flat 3rd quarter earnings, I suspect you’re looking for ways to increase efficiencies.

That’s why I thought you might be interested in how we helped a similar company streamline their processes which resulted in some big-time savings.

I’ll send you an email in just a sec with the link. Watch for a subject line that says “22% cost reduction.”

I look forward to talking soon. Again, it’s Alex Marshall. 123-456-7890

1st Quarter Earnings

Sales ChallengeMarcus,

If you’re like most Sales VPs I work with,

your people are really struggling to set up

meetings with corporate decision makers.

I’ve got some ideas that can make a big

difference. But, I’d suggest you start by

checking out my Prospecting Tool Kit:

www.jillkonrath.com/sales-resources

After you’ve had a chance to check it out,

let’s set up a time to talk.

Jill Konrath

Image: Occhi-nelle-Mani-Newision-Siti-Internet-Modena

Your website is your best sales tool – if you

leverage it!

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Getting the right mix of content on your website

How does a lead become a lead?

50% of leads are qualified but not yet ready to buy.

(Source: Gleanster Research)

The decision process

Top of the funnel Middle of the Funnel Bottom of the Funnel

Questions they have

How do I…?What’s the best…?Should I…?How do I address this problem?

How do I generate more leads?

Top of the funnel

Content How To GuidesBest Practice ExamplesTemplatesIdea PostsInstructional Videos

Top of the funnel

Questions they have

How can you help?Do I need this?What can I expect?Am I making the right choice?What do I need to consider?

Middle and Bottom of the funnel

Content

Case StudiesInterest-targeted contentResults analysisDecision toolsDemo/Trial

Middle of the funnel Middle and Bottom of the funnel

TOP7 Tips to Increase Your

Lead Generation eBook

5 Ways to Increase Your Return on Investment

MIDDLELive Webinar on Email

MarketingFree ROI Assessment

Report

BOTTOM Demo of Contacts/EM Demo Of Analytics

Ask your sales team• What questions do you

hear the most?

• What are the commonalities of people who end up closing?

• What problems do they have?

Look at Search Terms

Listen to Customers

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

Find out how HubSpot can help you take your inbound marketing to the next level.

WWW.HUBSPOT.COM/DEMO

Get your custom demo today.

JillKonrath.com/sales-resources

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THANK YOU.