1 INBOUND SALES & MARKETING MIKE ROSE, CEO COMPANY NAME WWW.YOURDOMAIN.COM
2 Inbound marketing ... " Inbound " refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects ' attention . Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content . COMPANY NAME WWW.YOURDOMAIN.COM
3 " Sa Sale les enable lement is is a strategic ic, ongoin ing pr process that equips ps all client-fa facing e employees wi with the ability (& (& co content and tech chnology ) ) to co consistently and systematica cally have a va valuable co conversation wi with the right set of of custom omer st stakeholders s at ea each stage e of the e customer er's pr problem-so solving life cy cycl cle to to opti timize the the retur turn n on on investment. COMPANY NAME WWW.YOURDOMAIN.COM
4 Inbound marketing + Sales Enablement = ASingle Revenue Team The lines betweensales and marketing are quickly dissolving . On top of this, 90% of the materials created by marketing are not being used by sales, and sales reps are spending 30 hours each month creating their own or searching for materials. Because of the wasted resources, companies are increasing their budgets to improve the effectiveness of their sales teams. According to Sirius Decisions, budgets for sales enablement have doubled to $2.4 million in the past two years , and companies have also increased their investment in sales enablement technology by 69%. COMPANY NAME WWW.YOURDOMAIN.COM
5 Inbound Sales & Marketing Buying has changed
TECHNOLOGY HAS SHIFTED POWER TO THE BUYER 6 The days of inundating customers with radio, television and print ads are over. The internet has completely changed the way people make purchase decisions, allowing them to gather information, get opinions and read reviews online. BUYER BEWARE TV Radio Ads Newspapers Taxis Commercials SELLER BEWARE Pandora Online News DVR Uber /Spotify Feeds
STATS SHOW BUYERS SPEND MORE TIME RESEARCHING 7 THEIR OPTIONS ONLINE 57% 94% Today's business buyers do not Of B2B buyers research contact suppliers directly until online before making a 57 percent of the purchase purchase decision process is complete. Think with Google, (2014 State of B2B Procurement study) CEB's Marketing Leadership Council )
THE BUYER’S JOURNEY DRIVES 8 DEFINE INBOUND METHODOLOGY JOURNEYS BP#1 DELIGHT Turn current customers into promoters or DECISION evangelists Prospect has decided on solution strategy and is comparing CONSIDERATION & vendors to make a RESEARCH final purchase decision BP#2 Pain has been defined and prospect is researching available AWARENESS methods to solving the Prospect is expressing defined problem symptoms of a pain or opportunity
COMPONENTS OF A CUSTOMIZED JOURNEY 9 Streamline your marketing process while delivering a personalized, one-on-one user experience. PERSONALIZATION CONTEXTUAL AUTOMATION ANALYSIS AND INTERACTION INTERACTION OPTIMIZATION
INTEGRATED GO-TO-MARKET STRATEGY 10 10 Strategies are different, but goal is the same: Generate Awareness & Engagement ANALYTICS + OPTIMIZATION CHANNELS PAID OWNED EARNED
11 11 People Process Technology
12 12 Meet the Mojo Team
13 13 SKI LLS core values & skills
14 14 Three Steps to Integrate Sales & Marketing
15 15 IMPLEMENT & EVOLVE INBOUND MARKETING PROCESS (MONTHLY) (MONTHLY) INBOUND STRATEGY DEVELOPMENT BUILD & SETUP CONTENT (8 WEEKS) (4 WEEKS) MESSAGING CAMPAIGN SALES BUILD DEVELOPMENT STRATEGY INTEGRATION • Configure Hubspot INBOUND • Setup Social Channels • Ideal Client • Content Plan • List Segmentation OPTIMIZATION KICKOFF STRATEGY PROMOTION • Campaign Deliverables • Buyer Persona • Buyer’s Journey • Lead Scoring • Web Build or Edits • Brand Voice • Promotion Strategy • Sales Process • CRM Integration • Value Proposition • Initial Content INSIGHTS & REPORTING
16 16
"Closing the Loop" on ROMI 17 17 (Return on Marketing Investment) http://www.mojomedialabs.com/blog/closing-the-loop-on-romi-return-on-marketing-investment
18 18
19 19 THANK YOU See You Next Time MOJO MEDIA LABS 400 E. LAS COLINAS BLVD, SUITE 270 IRVING, TX 75039 WEBSITE mojomedialabs.com/blog EMAIL mike@mojomedialabs.com TELEPHONE 972-893-1334
INBOUND FUNNEL 20 20 BUYER’S JOURNEY STAGE OFFERS [CTAs] AWARENESS Checklist • Experiencing a problem Whitepaper • Video • Infographic • Webinar • Calculator • CONSIDERATION Product specs • Podcast • Researching solutions Catalog • Coupons Estimates • • DECISION Consultations Demos • • Choosing a product or service Free samples • REVENUE
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