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It’s all about
the content
1 2 3 4
5 6 7 8
9 10 11 12
13 14
Tech buyers consume an
average of 14 pieces of
content before making a
buying decision
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“90% of
consumers go
to Google
search first…”
- CIO.com
#SMarketingJazz
All That Jazz!
Photo credit: http://bayareaplays.com
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In the beginning (Pre-2011)
…there was an opportunistic sales team, savvy
entrepreneurs and 30% CAGR.
#SMarketingJazz
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But soon there was disharmony…
Brand fragmentation, client diversity & scaling issues, sales turnover
#SMarketingJazz
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So Marketing was added to the repertoire
#SMarketingJazz
Branding, content marketing, lead generation,
sales alignment
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And the tune
changed for
good…
#SMarketingJazz
・0 to 50% pipeline contribution in 3 years
・25% increase in margins & revenues
・Explosion of net-new customer accounts
・Reduced sales turnover by 40%
・Increase in CRM adoption: 5 to 75%
・Bigger deal sizes
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Top Five Tunes 1. Get Top Dogs Jazzed
2. Expand Sales’ Universe
3. Talk it Up
4. Find the Right Harmony
5. Make it Easy (and Fun)
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1 ・ Tap into their competitive spirit
・ Focus on low-cost opportunities
・ Assemble your band leaders
Teach Execs how to sing
Inbound tunes
Get Top Dogs Jazzed
#SMarketingJazz
16. INBOUND15
#SMarketingJazz
2 • Focus on Marketing’s mission: Sales-
ready leads
• Add Inbound to Outbound
• More tools, warmer leads = More $$$
It’s Not a Solo Performance
Expand Sales’ Universe
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#TalkItUp
3 • Communicate then over-communicate
• Find your early adopter & champion
• Be transparent and imperfect
Now isn’t the time to be
shy or humble
Talk It Up
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#SMarketingJazz
4 ・ Walk 1,000 miles in their shoes
・ Listen to sales calls & talk to customers
・ Be creative and improvise (office move)
Get in tune with Sales
Find the Right Harmony
22. INBOUND15
Anatomy of a
Sales Person
Know what makes them tick
Driven to
Succeed
Resilient &
Positive
Competitive
Problem
Solver
Easily Distracted
Strong
Family Bonds
On the Move
*Read: The Art of the Sale, Philip Delves Broughton
Highly
Caffeinated
23. INBOUND15
#MakeItCrazyEasy
5 ・ Make it mobile friendly
・ Reports/dashboards
・ Sidekick
It’s Gotta be
Really. Super. Easy.
Make It Ridiculously Easy
