Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Webinar How the ‘Inbound World’ has Changed Marketing and Sales

1 017 vues

Publié le

Slides from out May 28th Webinar on how Inbound Marketing has changed sales and marketing.

Publié dans : Logiciels, Technologie, Business
  • Soyez le premier à commenter

Webinar How the ‘Inbound World’ has Changed Marketing and Sales

  1. 1. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Neal Cranna Director of Marketing Maximizer CRM ncranna@maximzier.com @nealcranna
  2. 2. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Agenda • Understanding the Inbound Shift • The new sales reality • Shifting to Inbound Marketing • Overview of the Maximizer: Hubspot Connector
  3. 3. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Today’s Speaker Neal Cranna Maximizer CRM Marketing Director
  4. 4. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The Shift…. Customers & Prospects. Sales Professionals. Marketing Strategy A new Inbound reality
  5. 5. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Changes in Consumer Attention vs THEN. NOW.
  6. 6. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM You don’t find customers anymore. They find you.
  7. 7. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  8. 8. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The customer is in control.
  9. 9. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  10. 10. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  11. 11. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM What buyers DO NOT want from You • To be treated like a number everyone else • To hear you claim the technical superiority or benefits of your product/service • To have you withhold information • To not be in control of the conversation • Be forced into your sales process
  12. 12. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Sales needs to change, too. Consumer behavior has changed…
  13. 13. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The Sales Shift • Directed the sales discussion • Set the timelines • Used our process • Shared the information we wanted to share • Focused on getting to the ultimate decision maker only • Customers started the discussion • Prospects selected their area of interest • Customers have their own timeline • Customers have there own buying process • Have already gathered information and options
  14. 14. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM What buyers DO want from You • Someone to help fill in the pieces • Someone to ask them the right questions • Someone to make them feel important • Someone that builds a true business relationship • Someone that isn’t scared to offer advice and challenge assumptions
  15. 15. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Shifts in sales behavior • Excel at building relationships early in buying process • Engaging the prospect by adding value • Context and Content • Quality of engagement will impact lead conversion to sales opportunity • Email exchanges and calls need to be better • Buyers are more demanding and need engagement
  16. 16. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Shift to ‘consultative’ selling • Listen more than they talk • Know how to ask great questions • Become the value that the prospect cannot get anywhere else • Create a “comfort level” for the prospect that enables them to make a decision
  17. 17. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM CHANGE SALES IMPACT The end of EXTRA cold calling No more SPAM emails and list calling Inbound prospects are “in the know” Sales reps will spend less time talking about the product and your company Prospects need solutions Sales reps will spend more time solving problems Inbound leads typically come in further down the decision path Engage top level leads sooner. The questions asked are more specific Sales reps must be very familiar with both PROBLEMS and your product/solution Increased amount of background can be gathered on a lead. Social and analytics. Sales reps will be able to see detailed information and get real time notifications of actions taken
  18. 18. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Boring Definition Inbound Marketing is a holistic, data-driven approach to marketing that ATTRACTS individuals to your brand and CONVERTS them into lasting customers.
  19. 19. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Don’t interrupt what people want to consume.
  20. 20. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Be what they want to consume.
  21. 21. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  22. 22. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  23. 23. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Inbound Marketing Methodology Analyze Get Customers Get Traffic Get Leads
  24. 24. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Building Compelling Content Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
  25. 25. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Answer questions and guide the journey.
  26. 26. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  27. 27. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Content in Context By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.
  28. 28. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Inbound Components
  29. 29. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  30. 30. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  31. 31. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Lower Cost of Inbound
  32. 32. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Example in action. • US. Insurance blogger FireRock manufactures high quality pre-engineered masonry products, including indoor and outdoor fireplaces, chimneys, outdoor ovens, and firepits. Depended on direct mail, catalogues and print advertising
  33. 33. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  34. 34. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM The Inbound World: Where to Start? 1) Create Buyer Persona(s) • ‘Real’ profiles of who makes the best customer 2) Start defining the questions • Imagine being a fly on your prospects wall • What are they trying to solve? What would add value? 3) Start creating content and engage • Answer your prospects questions • Add value to there selection process >> Remember the first 60% 4) Define a delivery platform • This has never been more affordable • Blog – Web – Social Technology?
  35. 35. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
  36. 36. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM All-in-One Inbound Marketing SAAS
  37. 37. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM A common story
  38. 38. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Begins with the online journey
  39. 39. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Increased Lead Quality
  40. 40. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM More engaging conversations
  41. 41. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Shortened sales cycles
  42. 42. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Amplify Marketing Efforts
  43. 43. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Maximizer Case Study - Hubspot • Amplify marketing efforts with flat budget • Expand presence in competitive segment • Increase inbound leads quality • Accelerate efforts with smaller team
  44. 44. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Tracking Results Inbound Web Metrics • 13% increase in traffic, • 20% increase in Unique visitors • 19.2% increase in page per visit Blog Visits • Monthly growth – 175 visits to 2500 • 73% NEW Visitors • 400 lead conversions after a blog visit
  45. 45. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Tracking Results Lead Quality • Invalid leads down - 73%, • Sales lead retention up - 52% Cost/Time Savings • Marketing Headcount – Down 33% • Metrics Admin – Saving 16 hrs. per month
  46. 46. Hubspot Contact
  47. 47. Hubspot Contact Details
  48. 48. Lead in Maximizer
  49. 49. Connector Analytics
  50. 50. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Standard Connector Features  Faster lead follow up with engaged prospect. Improved close rates.  Marketing can track ROI on programs that create the most customers.  Sync the right leads and contacts in either direction
  51. 51. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Standard Connector Features  Shorten sales cycles and increase close rates by engaging prospects at the right time.  Increased sales efficiency, faster sales cycles and improved close rates.  Marketing can focus resources on activities that generate the best results.
  52. 52. © 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM Neal Cranna ncranna@maximizer.com @nealcranna Ready to chat with Maximizer and Hubspot? http://www.maximizer.com/hubspot-inbound/
  53. 53. Lead in Maximizer
  54. 54. Opportunity Creation
  55. 55. Opportunity is Won in Maximizer
  56. 56. Sync of Closed Opportunity

×