Built to Last: 7 Essential Steps to Building a True Culture of - - PowerPoint PPT Presentation

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Built to Last: 7 Essential Steps to Building a True Culture of - - PowerPoint PPT Presentation

Oct 30, 2022 610 likes •1.17k views

Built to Last: 7 Essential Steps to Building a True Culture of Successful Inbound Marketing Marcus Sheridan @TheSalesLion Steve Sheinkopf Yale Appliance Why arent we seeing results? @TheSalesLion "I'm so frustrated."

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Built to Last:

7 Essential Steps to Building a True Culture of Successful Inbound Marketing

Marcus Sheridan @TheSalesLion

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Steve Sheinkopf Yale Appliance

“Why aren’t we seeing results?”

@TheSalesLion

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#inbound12

"I'm so frustrated."

  • Krista Kotrla of Block Imaging
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#inbound12

“We want to be great…”

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#inbound12

Inbound/Content Marketing Success is the Ultimate Chain of Necessary Parts: All of Which Matter

cc: Jamie McCaffrey - https://www.flickr.com/photos/15609463@N03
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#inbound12

#1. Get Buy-In

Whatever it takes

cc: Government Press Office (GPO) - https://www.flickr.com/photos/69061470@N05

Workshop, Mission Statement, and Total Participation

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#inbound12

A Inbound Workshop:

  • Explains "What" it is so everyone

understands it easily

  • Explains "How" we're going to do it.

(Roles/Strategy)

  • Explains "Why" it's critical-- for the

individual and collective

cc: pfarrell95 - https://www.flickr.com/photos/65005341@N03
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#inbound12

"We're going to be the best teachers in the world."

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#inbound12

#2. Define the Owner

Don’t kid yourself, this is a full time gig

cc: nlafferty - https://www.flickr.com/photos/23093930@N04

(The Content Manager)

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#inbound12

"I want my sales team to look like geniuses."

  • said by some smart content manager
cc: Redfishingboat (Mick O) - https://www.flickr.com/photos/41711515@N00
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#inbound12

#3.Insourcing

Unless we help create it, we don't value it as much

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The 4 Types of Content Producers in Every Organization

  • Writers
  • Actors
  • Talkers
  • Questioners
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#inbound12

#4. Start at the Bottom

Following They Ask, You Answer

cc: Nick Kenrick. - https://www.flickr.com/photos/33363480@N05
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#inbound12

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  • Cost
  • Problems
  • Vs/Comparisons
  • Reviews
  • Best

The Big Five:

The subjects that move every buying decision, in every industry, period.

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$3,500,000.00

Off one-single article

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#inbound12

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#inbound12

River Pools Most Viewed Website Pages

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#inbound12

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#inbound12

Block Imaging Most Viewed Pages

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#inbound12

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#inbound12

Yale Appliance (B2C) Most Viewed Website Pages

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#inbound12

#5. Make it Your Greatest Sales Tool

(How does your Sales team see/use it?)

cc: Wiertz Sébastien - https://www.flickr.com/photos/36169570@N08
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Most Sales Teams Don’t (Intentionally) Use Content in the Sales Process

@TheSalesLion

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#inbound12

#6. Start Obsessing over Video NOW

cc: Justin Ornellas - https://www.flickr.com/photos/85297901@N00
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#inbound12

By the year 2019, 80% of the content consumed online will be video.

cc: Justin Ornellas - https://www.flickr.com/photos/85297901@N00
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How much of the content on your website right now is video/visually-base d content?

@TheSalesLion

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If you don’t show it, it doesn’t exist.

@TheSalesLion

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Consumers and buyers don’t care about whether or not you or I feel comfortable on

  • camera. They care about whether or not

they feel comfortable enough to give us their money.

@TheSalesLion

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#inbound12

#7. Measure It. Show ROI. Keep Everyone Aware.

cc: Justin Ornellas - https://www.flickr.com/photos/85297901@N00
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#inbound12

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#inbound12

Your Inbound Newsletter...

  • SEO victories
  • Read, watch, listen stats
  • Lead generating stats
  • Customer comments
  • Sales
  • Revenue attribution
cc: just.Luc - https://www.flickr.com/photos/9619972@N08
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Reviewing the 7 Steps of an Inbound Culture

  • Get the Buy-In
  • Define Who Owns This (Content Manager)
  • Leverage the Team with Insourcing
  • Start at the Bottom of the Funnel
  • Make it Your Greatest Sales Tool
  • Start Obsessing Over Video NOW
  • Measure It. Prove It. Show It.
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#inbound12

“We want to be great…”

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OSV Vehicle Leasing Traffic

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#inbound12

"I'm so frustrated."

  • Krista Kotrla of Block Imaging
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#inbound12

The Rise of Block Imaging

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#inbound12

“Because of Insourcing and Content Marketing, we can account for at least 25 million in sales we otherwise would never have gotten.”

  • Krista Kotrla,

Block Imaging

cc: Jhong Dizon | Photography - https://www.flickr.com/photos/27636029@N05
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#inbound12

Guys, Y’all may be sick of hearing these stories but I still get a kick out of it. I just had a conference call with a pain management center in Arkansas. Come to find out before we even spoke, the purchaser had printed off several

  • f my blogs to bring to her board meeting. It enabled her to answer questions on comparison models, budgets,

what equipment they needed etc. She had read and seen so much of our content she said she couldn’t wait to talk to me. She told me who my competitors were and how much they were quoting. Even when I told her we would likely charge more, she said “but I trust you guys, I’d rather work with you”. I realize they don’t all line up like this, but when our funnel is working at its best it’s so so so sweet…I’m sure I could still find a way to screw up the deal but the point is, I couldn’t be better set up to succeed. The effort to produce the content is WORTH IT! Thank you to the stellar efforts of the marketing team for really setting us apart.

  • Member of Block Imaging Sales Team

(An email from Block Imaging’s Sales Dept., 5 Years After they Started Content Marketing)

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When was the last time your Marketing department received an email from Sales like that?

cc: j_baer - https://www.flickr.com/photos/43835739@N05

@TheSalesLion

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Steve Sheinkopf Yale Appliance

“Why aren’t we seeing results?”

@TheSalesLion

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@TheSalesLion

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Today, Yale’s Sales Team is *required* to participate in the company’s Content Marketing Efforts.

@TheSalesLion

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Guts Consistency Transparency Steve Sheinkopf Yale Appliance

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@TheSalesLion

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Yale Traffic Growth

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  • 37 million in 2011
  • 85 million in 2016……while spending

$700,000 less in advertising annually

  • 2 stores, 2 warehouses Vs 1
  • Margins up 5% in a brutal industry
  • Average of 3700 leads monthly

@TheSalesLion

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Real Numbers. Real ROI.

@TheSalesLion

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Marcus1@thesaleslion.com

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