INBOUND SALES & MARKETING - The Fulcrum Group€¦ · • Sales Process BUILD • Configure...
Transcript of INBOUND SALES & MARKETING - The Fulcrum Group€¦ · • Sales Process BUILD • Configure...
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SALES & MARKETING
INBOUND
MIKE ROSE, CEO
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Inbound marketing... "Inbound" refersto marketing activities that bring visitors in, ratherthan marketers having to go out to get prospects' attention. Inbound marketing earns the attention ofcustomers, makes the company easy to be found, anddraws customers to the website by producinginteresting content.
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"Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability (& content and technology) to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return on investment.
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Inbound marketing + Sales Enablement= ASingle Revenue Team
The lines betweensales andmarketing are quickly dissolving.
On top of this, 90% of the materials created by marketing are not being used by sales, and sales reps are spending 30 hours each month creating their own or searching for materials. Because of the wasted resources, companies are increasing their budgets to improve the effectiveness of their sales teams. According to Sirius Decisions, budgets for sales enablement have doubled to $2.4 million in the past two years, and companies have also increased their investment in sales enablement technology by 69%.
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Inbound Sales &
Marketing
Buying has changed
6TECHNOLOGY HAS SHIFTED POWER TO THE BUYERThe days of inundating customers with radio, television and print ads are over. The internet has completely changed the way people make purchase decisions, allowing them to gather information, get opinions and read reviews online.
DVR
TV Commercials Radio Ads Newspapers Taxis
Pandora/Spotify
Online News Feeds Uber
BUYER BEWARE
SELLER BEWARE
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57%
Of B2B buyers research online before making a
purchase decision(2014 State of B2B Procurement study)
94%
STATS SHOW BUYERS SPEND MORE TIME RESEARCHING THEIR OPTIONS ONLINE
Today's business buyers do not contact suppliers directly until
57 percent of the purchase process is complete.Think with Google,
CEB's Marketing Leadership Council )
8THE BUYER’S JOURNEY DRIVES INBOUND METHODOLOGY
Turn current customers into promoters or
evangelists
DELIGHT
Prospect has decided on solution strategy
and is comparing vendors to make a
final purchase decision
DECISION
Pain has been defined and prospect is
researching available methods to solving the
defined problem
CONSIDERATION & RESEARCH
Prospect is expressing symptoms of a pain or
opportunity
AWARENESS
DEFINE JOURNEYS
BP#1
BP#2
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PERSONALIZATION INTERACTION
AUTOMATION ANALYSIS AND OPTIMIZATION
CONTEXTUAL INTERACTION
COMPONENTS OF A CUSTOMIZED JOURNEYStreamline your marketing process while delivering a personalized, one-on-one user experience.
10INTEGRATED GO-TO-MARKET STRATEGY
Strategies are different, but goal is the same: Generate Awareness & Engagement
OWNED EARNED PAID
CHANNELS
ANALYTICS + OPTIMIZATION
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People
Process
Technology
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Meet the Mojo Team
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SKILLScore values & skills
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Three Steps to Integrate
Sales & Marketing
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(MONTHLY)
STRATEGYKICKOFF
MESSAGINGDEVELOPMENT
CAMPAIGNSTRATEGY
SALESINTEGRATION
INSIGHTS &REPORTING
• Ideal Client• Buyer Persona• Brand Voice• Value Proposition
• Content Plan• Buyer’s Journey• Promotion Strategy
• List Segmentation• Lead Scoring• Sales Process
BUILD• Configure Hubspot• Setup Social Channels• Campaign Deliverables• Web Build or Edits• CRM Integration• Initial Content
(4 WEEKS)
(MONTHLY)
INBOUND MARKETING PROCESS
CONTENT
PROMOTIONINBOUND
OPTIMIZATION
BUILD & SETUP
(8 WEEKS)
INBOUND STRATEGY DEVELOPMENT
IMPLEMENT & EVOLVE
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http://www.mojomedialabs.com/blog/closing-the-loop-on-romi-return-on-marketing-investment
"Closing the Loop" on ROMI (Return on Marketing Investment)
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THANK YOUSee You Next Time
WEBSITEmojomedialabs.com/blog
TELEPHONE
972-893-1334
MOJO MEDIA LABS
400 E. LAS COLINAS BLVD, SUITE 270IRVING, TX 75039
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OFFERS [CTAs]
CONSIDERATION
DECISION
INBOUND FUNNELBUYER’S JOURNEY
Experiencing a problem
Researching solutions
Choosing a product or service
• Checklist
• Whitepaper
• Video
• Infographic
• Webinar
• Product specs
• Catalog
• Calculator
• Podcast
AWARENESS
STAGE
• Coupons
• Consultations
• Free samples
• Estimates
• Demos
REVENUE