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INBOUND15
THE 365 DAY GROWTH PLAN: FROM OUTBOUND AGENCY TO 3X REVENUE GROWTH IN ONE YEARA Company Story of Why & How
JANI AALTONEN & TOMI YRJÖLÄSales Communications Oy
1. SALES COMMUNICATIONS
2. OUR JOURNEY
3. GOING INBOUND
4. HOW WE’RE ORGANIZED
5. WORKING WITH HUBSPOT & WHAT WE’VE LEARNED
AGENDA
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Founded in May 2012
An Inbound Marketing & Sales Agency that helps S&M businesses….
What Is Sales Communications?
Generate Leads
Grow Their Business
Transform, conquer the digital
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Jani & Tomi
Back in 1997… #1 radio stations Finland’s first online chat World’s first mobile radio SBS Programmers of the Year
2000 – globally
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• We teach the new playbook of digitalized sales and marketing
• Operate with clients primarily in Northern Europe
• Inbound: From Smarketing strategy to planning and content
• Marketing As Service (MaaS) partner for currently over 35 clients
• 100% inbound – practice what u preach!
What We Do
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Where We Are
• Based in Helsinki, the Capital• Finland, population totals 5,4 million• World’s northernmost country per average square mile• Home of Nokia (or was…)
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“Economic growth is projected to resume in 2015 after three years of contraction.
Nevertheless, sluggish incomes and high unemployment will continue to weigh on private
consumption and remaining spare capacity will delay investments...”
What happened, man?
http://www.oecd.org/eco/outlook/finland-economic-forecast-summary.htm
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The GREATInnovationoccurs whenyou JUMP tothe next curve
”Guy KawasakiChief Evangelist of Canva
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0
250000
500000
750000
1000000
1250000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Axession (outbound telemarketing) Sales Comminucations (inbound marketing)
Start of the next curve
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0
250000
500000
750000
1000000
1250000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
AXESSION (outbound telemarketing)
A BID WAS MADE
LIFE WAS GOOD
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Outbound services
Sales pitch List of leads(Excel)
Booked customermeetings
2 500 € 1,75 € 195 € / each
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When we started average telemarketer wouldget 12 meetings in one day
When we quit the number was 0,65
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Jani, you areTHE BIGGEST SPAMMERin the whole of Scandinavia!You need to stop before you get in to trouble.
”William NaverstenOur Partner from Element AB
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2012 2013 2014 >>
7 licencessold in a year
0 licencessold in a year
17 licencessold in a year
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Everybody wanted to just sell us softwareHubSpot was the only one who sold (an delivered) a partnership..
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1. Content to get the right traffic to our site … AND CONVERT!
2. We use the HubSpot salestool (CRM) to track the ”Active today” list
3. Lead qualification is done by our sales team (2 persons)
4. 1st call is made if the lead is ok (sales qualified)
Sales & Marketing
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Criteria Emphasis
Is there a need? 40%
Is the decision maker involved? 25%
Do they want to change? 10%
Is the company the right size? 15%
Level of diginativeness? 5%
Do they want to grow? 5%
Qualifying Criteria
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• Conversion rate
• Number of marketing qualified leads
• Number of open leads
• How many opportunities closing this week / month?
• How does the next month look like?
KPI’s (new customer)
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Our sales process?
It’s our take on HubSpot’s inboundagency retainer model*…
*Aidan O’Leary / Clodagh Higgins
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Did the simple model work?
BlogE-book
WebinarWhitepaper
Free
€0
Hire Us
MaaScontract
€750-7200
*adapted from Aidan O’Leary / Clodagh Higgins
Objective?
A quick, efficientsell.
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cvcv
Free
Sales Process 2015
Try Us Work with Us Hire Us Grow with Us
*adapted from Aidan O’Leary / Clodagh Higgins
BlogE-book
WebinarWhitepaper
AssessmentStrategysession
WorkshopTraining Strategyprojects
MaaScontractWebsitesHubSpot
VAR
PersonnelCertificates
Pro > Enterprise
€0 €0-1500 €1500-8000 €750-7200 30K >> +100K
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Our Strategy in 2015? Get the Chi Scores Up!
More activity. More results. Customers need help…
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Customer Commitment Process
Marketing performance
call 7 D
AYSTask & To-do
callIdea call Task & To-do
call7 D
AYS
7 D
AYS
1st weekof the month
Show the customerhow their marketingis performing and give them ideas howto make it better. Tie marketing into theirbusiness goals.
2nd weekof the month
Go through whatneeds to be donenext and agree the resources to do it.
3rd weekof the month
Give customer a fewideas on how to improve theirmarketing. Occasionally HubSpotChannel Manager willjoin and give input.
4th weekof the month
Go through whatneeds to be donenext and agree the resources to do it.
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Customer Commitment Process
Marketing performance
call 7 D
AYSTask & To-do
callIdea call Task & To-do
call7 D
AYS
7 D
AYS
1st weekof the month
Show to the customerhow their marketingis performing and give them ideas howto make it better. Tie marketing into theirbusiness goals.
2nd weekof the month
Go through whatneeds to be donenext and agree on the resources to do it.
3rd weekof the month
Give customer a fewideas on how to improve theirmarketing. Occasionally HubSpotChannel Manager willjoin and give input.
4th weekof the month
Go through whatneeds to be donenext and agree the resources to do it.
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Customer Commitment Process
Marketing performance
call 7 D
AYSTask & To-do
callIdea call Task & To-do
call7 D
AYS
7 D
AYS
1st weekof the month
Show to the customerhow their marketingis performing and give them ideas howto make it better. Tie marketing into theirbusiness goals.
2nd weekof the month
Go through whatneeds to be donenext and agree the resources to do it.
3rd weekof the month
Give customer ideason how to improvetheir marketing. Occasionally a HubSpot Channel Manager will join and give input.
4th weekof the month
Go through whatneeds to be donenext and agree the resources to do it.
INBOUND15
Customer Commitment Process
Marketing performance
call 7 D
AYSTask & To-do
callIdea call Task & To-do
call7 D
AYS
7 D
AYS
1st weekof the month
Show to the customerhow their marketingis performing and give them ideas howto make it better. Tie marketing into theirbusiness goals.
2nd weekof the month
Go through whatneeds to be donenext and agree the resources to do it.
3rd weekof the month
Give customer a fewideas on how to improve theirmarketing. Occasionally HubSpotChannel Manager willjoin and give input.
4th weekof the month
Go through whatneeds to be donenext and agree on the resources to do it.
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We Show Our Pricing!Because we want our customers to know howmuch money they need to spend!
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• Bi-weekly sales call
• Bi-weekly customer /
development & CHI call
• 24/7 support >> amazing!
Together
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Receiving end?
• How to make a better business
• Grow the market!• Sales, campaigns
ideas, nurturingclients…
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The early adopters are still buying - but the market is maturing. So our approach is also evolving…
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1. Is there a real need?
2. How digital are they?
3. How committed is top management?
4. Do they understand that content marketing is expensive?
5. What is their willingness to change?
6. Are they used to buying services?
How to say no / when to say no…