What Is Inbound Selling?(and why you need it now!)
John JantschDuct Tape Marketing@ducttape
It depends!
Inbound Selling: a process that matches how we sell with how people buy today
Inbound Marketing
Outbound Marketing
Inbound Selling
Marketing and sales alignment
The
realitiesof sales and marketing
today
No one talks about boringbusinesses
People don’t need moreinformation
Everyone knows when you fail
Don’t call us, we’ll call you
Trust is always on
trial
57% of a typical purchase decision is made before a customer even talks to a supplier.
Source: CEB
53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand.
Source: CEB
The funnelis broken
“When it comes to lead and referral generation, a happy customer is the best tool.”
The future of sales and marketing is less about demand creation and more about organizing behavior.
Inbound Sales Department!
The Marketing and Sales Hourglass
Definition of Inbound Marketing
Know Like Trust
Definition of Inbound Sales
Try Buy Repeat Refer
Organizing behavior
• Listening = prospecting• Teaching = presenting• Insight = information sharing• Story building = nurturing• Connecting = closing
Content Context = Perfect Customer Journey
X
AdAstra Information Systems
Inbound Sales Department!
The Marketing and Sales Hourglass
Map all customer touchpoints• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance
Curve of expectation
Hourglass Journey Map• Customer Goals• Customer Touchpoints• Customer Questions
Reverse engineer touchpoints• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness
The Marketing HourglassTM
© Duct Tape Marketing – all rights reserved
• Message, ads, referrals, networking, earned mediaKnow
• Website, blog content, social media, podcast, articles, toolsLike
• SEO, webinars, marketing materials, white papers, self-serveTrust
• Workshops, evaluations, demo, DIY training, starter, freemiumTry
• Service team, new customer kitBuy• Post project review, cross selling,
customer eventsRepeat• Champion events, partner intros,
peer2peer roundtablesRefer
Content powers the journey
Awareness Trust Education Engagement Conversion
Blog postsEvents
Advertising
How toReviews
TestimonialsArticles
eBooksDemos
WorkshopsFAQs
Case studiesInterviews
ContestsOPC
PeersTrials
Personalization
Other people’s content
• Custom RSS feeds• Republish, Share, RT• Curate• Storify/Scoop.it
Content for referrals
• Invited content• Co-branded content• Sponsored content• Curated content• Incented content
Content is Culture!
The Content Workshop• 3-5 hours with entire team• Teach marketing strategy• Create content plan• Enlist the entire team
June July Aug Sept Oct Nov
Theme Content Marketing
Referrals Strategic Partners
BuildingAuthority
Lead Conversion
Advertising
Blog 2X 4X 2X 4X 2X 4X
Guest 2X 2X 2X 2X 2X 2X
Podcast 1X 1X 1X 1X 1X 1X
White Paper 1X 1X 1X
Ex Article/OE 1X 1X 1X 1X 1X 1X
Case Studies
LI article 1X 1X 1X 1X 1X 1X
Curate 1X 1X 1X 1X 1X 1X
Social Media See Social Plan
G+ HO 1X 1X 1X
Content Plan & Editorial Calendar
Editorial plan and goals• Who owns plan• The platform - mediums• How to contribute• Rules and guidelines
– Training/collateral
Collect Curate Create Share Engage
Connection through Context
HootsuiteFeedly
TalkwalkerDiigo
PulseFeedly
Scoop.itNewsle
Word SwagCanvaList.ly
Visual.ly
HootsuiteFeedlyBuffer
NimbleGroups
Contactually
Getting started• Built value basedprofiles
• Connected specifically
• Listened for insights• Shared insights• Connected and engaged
Social surround
• The usual suspects• Went deeper• Created personalized content• Subscribed and joined• Connected around content
Collected• Customers – Twitter Lists• Journalists – Talkwalker Alerts• Influencers - Alltop• Competitors – RivalIQ• Industry – Quora Feeds• Blogs – Feedly
Curated
• Scoop.it• Newsle• Feedly
Created
• Word Swag• Canva• List.ly• Visual.ly
Shared
• Hootsuite• Feedly• Buffer• Republish
Engaged
• CRM – Salesforce.com• Groups – LinkedIn/Facebook• Social CRM• Rapporative
Social Media Connection Plan
Element Collect Curate Create Share
Tactics
Goals
Marketing Priorities
Social Journey
Get good at listening and following influencers
Get good at filtering and aggregating information
Tools
HootsuiteFeedlyTalkwalkerDiigo
1. Build Twitter Lists of influencers
2. Subscribe to industry related blogs
3. Create bookmarking tag structure
4. Create relevant alerts for customers, journalists, key terms
5. Clean up branding on all profiles
Recommendations
1. Build custom pages on Scoop.it for one core content topichttp://www.scoop.it/t/higher-education-reform
2. Recruit guest bloggers
Establish amplification of owned media assets
1. Apply for LinkedIn Author statushttp://specialedition.linkedin.com/publishing/
2. Amplify blog and content asset weekly
3. Create one visual content element to share
1. Identify 10-12 pieces of content daily to share
2. Expand influencer network with shares
3. Focus on engaging journalists
Engage
1. Get social customer data into CRM tool
2. Build social assets for outreach
3. Establish customer and prospect engagement and sharing routine
LinkedIn PulseScoop.itFeedly
HootsuiteBuffer
HootsuiteFeedlyBuffer
HootsuiteSocial CRMChatter in Salesforce
Establish influencer networking
Use social activity to drive sales engagement
Impact
• Inbound leads increased 372%• Sales cycle decreased by 31%• Revenue in first year up 28%• Customer engagement up
(67% increase attendees at user conference)
• Brand leadership at Policymaker level
Content Context = Perfect Customer Journey
X
“Anyone that's making anything new only breaks something else.”
– When My Time Comes - Dawes
Reach out and connect!ducttapemarketing.com
John JantschDuct Tape Marketing@ducttape
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