Aligning Your Sales Process With The New Buying Process:

An Overview Of Inbound Marketing

Data-driven growth solutions using inbound marketing

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The Inbound Process

Data-driven growth solutions using inbound marketing

The Buying Process Is Changing

Today’s buyer processes an enormous amount of pre-purchase information. Buyers consumed twice asmuch pre-purchase information in 2011 compared to 2010Source: Google’s Zero Moment of Truth Study

Data-driven growth solutions using inbound marketing

How Are Buyers Conducting Research?

50%

49%

38%

36%

31%

How buyers do pre-purchase research

Read product reviews online

Sought information from seller'swebsite

Comparison shopped online

Talked with friends and family

Searched online with a searchengine

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

Buyers Connect With Sales Later

Image and data courtesy of the Corporate Executive Board: New Decision Timeline

Data-driven growth solutions using inbound marketing

Inbound Marketing Process

Inbound marketing syncs your selling process to the buying process

Data-driven growth solutions using inbound marketing

Lead Generation Process

Data-driven growth solutions using inbound marketing

Inbound Funnel

Data-driven growth solutions using inbound marketing

Analytics Fosters Continual Improvement

Data-driven growth solutions using inbound marketing

Inbound Goal Setting Process

Data-driven growth solutions using inbound marketing

What You Can Expect From Inbound

0

10

20

30

40

50

60

70

80

Mth 3 Mth 4 Mth 5 Mth 6 Mth 7 Mth 8 Mth 9 Mth 10 Mth 11 Mth 12

Increase in Leads

2 Starting Leads 10 Starting Leads

Bend the curve – use analytics to improve conversion ratio, nurture leads

Source: 2013 MIT Study of customers implementing HubSpot inbound marketing software

Data-driven growth solutions using inbound marketing

What You Can Expect From Inbound

0

200

400

600

800

1000

1200

Mth 3 Mth 4 Mth 5 Mth 6 Mth 7 Mth 8 Mth 9 Mth 10 Mth 11 Mth 12

Increase in Web Traffic

100 Starting Visitors 500 Starting Visitors

Bend the curve – blog more frequently and promote through social media

Source: 2013 MIT Study of Customers Implementing HubSpot inbound marketing software

Data-driven growth solutions using inbound marketing

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

Data-driven growth solutions using inbound marketing

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

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

Rapidan Strategies

Rapidan Strategies is an inbound marketing and social media marketingconsultant located in Fairfax, VA. We help customer integrate inboundmarketing programs into their sales process using the HubSpot all-in-oneinternet marketing software platform. We are a HubSpot certified partner.

Data-driven growth solutions using inbound marketing

Rapidan Strategies

Rapidan Strategies was formed in 2012 by John Beveridge after a 25-yearcareer in the management consulting industry. John formed RapidanStrategies to help SMB companies adapt their sales processes to the newbuying process. We are not traditional marketers. We are business peoplefocused on growth – both for our own company and for our customers. Weuse 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 alean process that constantly optimizes tactics and processes based on dataanalytics.

Data-driven growth solutions using inbound marketing

Business Philosophy

Rapidan Strategies

Data-driven growth solutions using inbound marketing

Collaborative Business Model

We are specialists in inbound marketing strategy and execution. We deliverthe right services for specific situations through a collaborative network ofstrategic partners. We know these partners well and they know the inboundmarketing 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

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GPCT Goal-Setting Process

Data-driven growth solutions using inbound marketing

Inbound Goal Setting Process

What is a SMART Goal?

SpecificMeasurableAchievable

RealisticTimeline

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?

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.)

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?

Inbound Goal Setting Process

Sample Plan Statement

In order to achieve our revenue and customer goals, we need to do the following:

1. ___________________________________; and2. ___________________________________; and3. __________________________________

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 ______________________ .

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?

Inbound Goal Setting Process