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.
4. 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
12. www.contentmarketingblueprint.com
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
14. www.contentmarketingblueprint.com
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
16. www.contentmarketingblueprint.com
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
17. www.contentmarketingblueprint.com
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)
18. 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