inbound marketing & sales 2.0

Welcome

Introduction to:

Inbound Marketing and

Sales 2.0

Stop Pointing Fingers and Get To Work!

About Me• Independent consultant, with specialization in developing online lead generation

systems and strategies for small and medium sized business• Certified HubSpot Consultant• Founding member of Hold Hands Chicago, a CPS educational consulting firm• 10 year career in Sales and Distribution at IBM responsible for managing over

$400M over career. Served such clients as United Airlines, WW Grainger, Hyatt, Kellogg’s, CDW, United Stationers, Anixter, Archer Daniels, to name a few.

• Investment banker at Morgan Stanley• Founder Vashion.com a virtual B2B apparel exchange• Director of sales Gradschools.com and Studyabroad.com

Companies I’ve worked with

Questions to ask yourself……..

Questions to ask yourself

Are you still cold calling with no reason to speak to the other person that adds value?

Are you promoting your personal brand?

Do you understand the business landscape of your clients.

-No I mean really understand it?

When people seek out knowledge about your Industry do they come to you?

Do people call you and ask to do business with you?

Customer 2.0?

• Don’t want to be sold too

• Customer controls the conversation (they may be smarter

then you on your products!)

• Customer to customer conversations = more influence

• Expect instant response and feedback

• Include your company at the tail end of the sales process

• They control the rhythm of the sale: End of the quarter is

the best time to buy

The Challenges of Working with Today’s Customer

Value of Inbound Marketing

Inbound marketing pulls buyers into your business

Outbound Marketing Isn’t Working

800-555-1234AnnoyingSalesperson

4 Steps to Successful Inbound Marketing

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Step 1: Create Content

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Types of Content

Publish Everything, Everywhere

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

Step 2: Optimize

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Google is Judge, Jury & Executioner

HubSpot.com/cartoons

25% On-Page SEO (Context)1. Page Title

2. Clean URL

3. Headers & Content

4. Description

75% Off-Page SEODetermined by Inbound Links

Step 3: Promote

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Promote Content via Social Media

Remarkable Content

Step 4: Convert

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Put Calls to Action on All Your Content

Use Landing Pages with Forms

Track Your Conversion Rate & Analytics

Analyze Your Marketing

Inbound Marketing Summary

Convert & Analyze

SALES 2.0

“Sales 2.0 is a more efficientand effective way of sellingfor the buyer and the seller enabled by technology.”

Sales + Web 2.0 = Sales 2.0

Sales 2.0?People, Process and Technology

You will find by incorporating Sale 2.0 into your business…..

• Your opportunity pipeline will significantly increase

• Your deals will accelerate to closure faster

• You’ll be viewed as an expert in your field

• Your calls will be much more friendly and warm

• You’ll have more time to prospect and close business

• You’ll know exactly when to engage with your clients

But ultimately this is what we salespeople truly care about….

Expected Benefits of Incorporating Sales 2.0 into your business

Increasing our commissions!!!!!

Why Should I care about Social Media?

• Because 3 out of 4 Americans use social technology

• 2/3 of global internet population visit social networks

• Visiting social sites is now the 4th most popular online

activity—Ahead of personal email

• Visitors spend 5 million minutes per day on Facebook!

• Your customers are making relationships with your

competitors on social media sites!!

Pitfalls to Avoid on Social Media

Sales 2.0 is about Acceleration

• Prioritize buyers and focus on the most promising prospects

• Contact the right prospects at the right time

• Automate lead nurturing to free salespeople from calling on ready prospects

…to accelerate sales velocity and volume.

CIO and VP of IT moves in Fortune 5000

Bank United: Eddie Buitrago, SVP, Systems Integration, has left the companyGE Capital: Martha Poulter has been named VP & Chief Information OfficerQuicken Loans: LingLong He has been named Chief Information Officer, replacing Frank Laura who is now on product sideING Americas: Gary Baxter promoted to Chief Information Officer postWalt Disney: Andy Schwalb, Chief Information Officer left Disney for Nascar.Microsoft: Ted Cahall named Corporate Vice President, MSN Online PortalNetjets: Alan Cullop has left as Chief Information Officer. Replacement is Ken Green

Using Personnel Change Triggers

Setting Trigger Alerts

Sales 2.0 is about Collaboration

Transform into a smarter and better informed salesorganization by…

• Harness the collective intelligence of the sales organization

• Leverage online collaboration solutions

• Extract timely and relevant insights from the “Social Media”

…to sell more effectively to smarter and better informedprospects.

How IBM Collaborates

Common Mistakes

•Confusing Professional and Personal•Not converting online to Face to Face•Failing to search engineoptimize•Spamming•Looking needy•Searching for companies instead of people

Things you can to do to get started

① If you have a marketing department get in synch with their activity.

② Use Linkedin and Twitter as tools to promote yourself, use less email!

③ Subscribe to a newsfeed service and set your “Triggers” and reasons to call

④ Become an expert in your field, develop content, blog and share with the world

⑤ Hire an expert to help you put in a process in place

T Shape Solutions Services• Drive Traffic to your site:

• SEO Strategy and Health-checks• Website Development using Wordpress • Keyword Strategy• Blog Strategy• Social Media Integration

• Content Creation Services• Create and manage monthly editorial calendars• Ghost Blogging• Email Newsletter creation and distribution• Video Production

• Content Promotion• Inbound Marketing Execution• Social Media Marketing• Search Engine Marketing

• Convert and Analyze• Landing Pages• Campaign Analytics• Full Marketing to Sales Process Strategy

THANK YOU!

Scott TabackScott.taback@tshapesolutions.com@TshapeScott773-398-3823www.tshapesolutions.com

Connect with me on:

Inbound Marketing Is More Important

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Small Companies Do More Inbound

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Blogging More Often Drives Results

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

Leads by Indexed Web Pages

Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn