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Your company's inbound marketing engine will need constant improvement. You have researched how buyers are making purchasing decisions, you modeled that process using content, but sales needs to be able to give you feedback when it comes time to close the new inbound leads into customers.
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www.contentmarketingblueprint.com
CMB Partner Office Hours
How to get sales and marketing speaking the same
language.Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com
www.contentmarketingblueprint.com
Max TraylorVP Business Development at Content Marketer’s Blueprint
Director of Client Services at Innovative Marketing Resources
+MaxTraylor
Linkedin/in/maxtraylor
www.contentmarketingblueprint.com
Jason SwenkDigital-preneur
https://twitter.com/jswenk
https://www.linkedin.com/in/jasonswenk
https://plus.google.com/u/0/+JasonSwenk01
www.contentmarketingblueprint.com
What is the CMB Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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Today’s Schedule15 minutes: Presentation
20 minutes: Open discussion
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After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
www.contentmarketingblueprint.com
Today’s Topic:Get marketing and sales speaking the same
language.
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www.contentmarketingblueprint.com
The disconnect with most companies.
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Typical Inbound Process(Static)
Planning
• Buyer persona research• Content marketing plan
Marketing
• Create content to attract• Nurture leads
Sales
• Follow up with leads• Close some / Lose some
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Remember, inbound is a process that
requires constant improvement.!
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Evolving Inbound Process
Planning
MarketingSales
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What is the common language?
Everyone needs to understand how buying decisions are made!
Initiative
Success factor
Perceived barriers
Decision criteria
Buyer’s journey
Image Credit: Buyer Persona Institute
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Marketing and sales can speak “buyer
persona”.
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Research drives marketing
Interview with the buyer persona and members of sales.
Initiative
Success factor
Perceived barriers
Decision criteria
Buyer’s journey
Resources:
Buyer persona institute
Content Marketer’s Blueprint questionnaire
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Marketing caters to the buying process.
Website design
Content MarketingStrategy
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Sales provides feedback on the buying process.
One of four things can happen when sales gets a lead from marketing:
Win
Loss (to a competitor)
Suspended (no decision)
Abandon (not the right lead)
Design the feedback loop in CRM
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Dropdown options in CRM
Win
Success factors
Decision criteria
Loss
Success factor
Decision criteria
Suspended
Decision Criteria
Perceived Barriers
Abandoned
Not the right fit (quality)
Unresponsive (sales process)
www.contentmarketingblueprint.com
Next Session: Tuesday May 6th @ 3:00 PM
“12 Surefire Strategies that can get your Digital Agency "UNSTUCK" and more
PROFITABLE.”
Sign up at: www.contentmarketingblueprint.com/2014-
webinars
