Inbound Presentation_Hubspot
Get Sales Jazzed About Inbound MarketingJenifer KernVP
Marketing, Celerity#SMarketingJazz@jenifer_kern
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Today talk about how to work w/Sales to get them really excited
JAZZED about Inbound/Outbound. Start with (1) big ideas/trends, (2)
share my story building MKTG @ Celerity, (3) focus on 5 way to get
them Jazzed.
- Using Jazz metaphors b/c it works well Jazz is about fluidity
of leadership/players its AGILE -- its as much about listening as
playing your instrument what is the music at this moment is missing
that I can provide? React in real time (Think of Mktg + Sales as a
Jazz Band.
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If you dont like sales,get out of marketing.#SorryNotSorry
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Candidate Story goes here.
Heres the deal.20 years ago, Mktg = brochures, flyers,
mugs/swag, comms plans, branding & advertising. Today Mktg is
so much more -- revenue generator & growth driver for the
business.Dramatic transformation in our industry due to technology,
its almost unrecognizable. To distinguish yourself and your team
(catapult career) you need to respect, love, appreciate, and truly
understand Sales. 2
Marketers can be change agents,if you can sell your vision.
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If you can learn to love and embrace SALES youll be poised to
soar Mktrs need to SELL programs, tools, investments to Sales &
LeadersBright future in MarketingJunior candidates that get the
power of Smarketing are most likely to be our next Marketing
Leaders, CMOs, etc3
Why do sales & marketing need each
other?#SMarketingSandwich
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We own the Customer/Prospecting data + CONTENT need to get that
to sales efficiently/quickly (establishes credibility for Sales
before contacting lead)Sales gets real-time feedback from customers
on Content/Leads; helping to shape the right messageFor both
marketing and sales to be successful in Dig Economy : need each
other the perfect complement (PJ alone is ok/.together great)
Marketing is now about Sales; and Sales is about Mktg
Who wants a jelly sandwich?!4
Its all about the content1234567891011121314Tech buyers consume
an average of 14 pieces of content before making a buying
decision
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We own Content - 75% of buying process done online; engage with
Mktg content before talking to Sales - Typical buyer is at 8-10
pieces- The BUYER is in control of the Sales Process Engaging with
Marketing Content- Sales process is dependent on ENGAGING CONTENT
& BRANDS5
90% of consumers go to Google search first-
CIO.com#SMarketingJazz
All That Jazz!Photo credit: http://bayareaplays.com
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This is WHY INBOUND MATTERSIncoming calls are rare today.Getting
found via Google is All that Jazz (cost effective, fast,
more-targeted)6
The Celerity story#SMarketingJazz
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In the beginning (Pre-2011)there was an opportunistic sales
team, savvy entrepreneurs and 30% CAGR.
#SMarketingJazz
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But soon there was disharmonyBrand fragmentation, client
diversity & scaling issues, sales turnover
#SMarketingJazz
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Brand fragmentation, client diversity + scaling challenges,
sales turnover
No leads from MarketingDifficulty scaling Sales teams with
relationship selling Territorial reps9
So Marketing was added to the repertoire#SMarketingJazz
Branding, content marketing, lead generation, sales
alignment
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In 4 years went from zero lead gen to driving 50% of pipeline
from inbound/outbound marketing
Branding, content marketing, lead generation, sales
alignment10
And the tune changed for good#SMarketingJazz0 to 50% pipeline
contribution in 3 years25% increase in margins &
revenuesExplosion of net-new customer accountsReduced sales
turnover by 40%Increase in CRM adoption: 5 to 75%Bigger deal
sizes
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Sales success no longer relies on 100% relationship selling,
working their network. Less sales turnover Sales people have so
many more tools to be successful
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Where does an Inbound Marketer start?
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There are so many ways that Marketers can engage with SalesSo
many TOOLS available to us12
Top Five TunesGet Top Dogs JazzedExpand Sales UniverseTalk it
UpFind the Right HarmonyMake it Easy (and Fun)
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1
Tap into their competitive spiritFocus on low-cost
opportunitiesAssemble your band leadersTeach Execs how to sing
Inbound tunesGet Top Dogs Jazzed#SMarketingJazz
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1. Once your CEO is on board.CEO is most aggressive Sales person
in the company Find your Rob Smith -- VPs of Sales get them bought
in to Inbound concepts.
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#SMarketingJazz352
Keywords on Page 1 of Google
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In less than one year weve increased our SEO from 3 to 52 words
on Page 1 of Google15
#SMarketingJazz2
Focus on Marketings mission: Sales-ready leadsAdd Inbound to
OutboundMore tools, warmer leads = More $$$
Its Not a Solo PerformanceExpand Sales Universe
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Sales has changed too (new song sheet) >> Used to be all
about cold calling, telemarketing, direct mail Marketing is here to
make their job easier >> Bring Sales warmer leads, So they
can make more money
Educate Sales on increasing number of tools available when work
with marketing16
Inbound leadsContent offersForm submitsBuyer journeyLead
scoringWarm & Hot Leads
ProspectingCold callingOutbound emailsClient meetingsCustomer
care
#SMarketingJazz
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Sales has a new song sheet17
#TalkItUp3
Communicate then over-communicateFind your early adopter &
championBe transparent and imperfectNow isnt the time to be shy or
humbleTalk It Up
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-- Communication strategies: Weekly sales meetings/ 1-on1s;
Email campaign; Lead Gen launches; happy hours; SOCIAL MEDIA--
Realize its never perfect ask for Feedback and Fall on your sword
-- SLOGANS: One team, one dream ; cold call Friday; good talk
Russ
Highlight shared success and lead history
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Dont be afraid to embrace corny slogans!
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#SMarketingJazz4
Walk 1,000 miles in their shoesListen to sales calls & talk
to customersBe creative and improvise (office move)Get in tune with
SalesFind the Right Harmony
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To Know is to LoveKeep it Fresh, Fun and Roll in Real Time
Marketers GET OUT FROM BEHIND YOUR DESKS!21
Anatomy of a Sales PersonKnow what makes them tick
Driven to SucceedResilient & PositiveCompetitiveProblem
SolverEasily DistractedStrong Family Bonds
On the Move*Read: The Art of the Sale, Philip Delves
BroughtonHighly Caffeinated
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Mktrs are about PERSONAS sketch one out for SalesTo Know is To
Love and appreciateSALES IS HARD: Great selling is an art that
demands creativity, mindfulness, selflessness, and resilience; but
anyone who says you can become a great salesperson in 15 minutes is
either a charlatan or a fool.
-Even though sales is the engine of commerce and industryit
remains shrouded in myth.-More Americans work in sales than in
manufacturing, marketing
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#MakeItCrazyEasy5
Make it mobile friendlyReports/dashboardsSidekick
Its Gotta be Really. Super. Easy.Make It Ridiculously Easy
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Some ways we make it really easy:Work with our Sales Ops
ManagerDocuments repository in CRM Hot leads dashboardCustomized
reportsEmails with links to leads, landing pages,
reportsSidekick
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If you love sales,marketing wont get the
Blues.#SMarketingJazz
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Go forth and create your boogie-woogie.#SMarketingJazz
#BoogieWoogie #CoolCats
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You have tons of musicians ready to join your band!25
Q & AWhat do you do to get Sales jazzed?What are your
biggest challenges/obstacles?#SMarketingJazz
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Thank You
Jenifer KernVP Marketing, Celerity
Share your tune@jenifer_kernLI: Jenifer (McGregor)
[email protected]: celerity.com/blogs/jeniferkern
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