jen spencer - evangelizing an inbound culture at hug 2017

Evangelizing an Inbound Culture

@jenspencer | @SanDiegoHUG | #HUG17 | https://www.allbound.com/HUG17

Hey! It’s nice to meet you. I’m Jen. Some Fun Facts

• VP of Sales and Marketing• Inbound Marketing Evangelist• Former High School Teacher• Mom of Twin Teenagers• Lover of Animals, Technology,

the Arts, and Scotch (only the good stuff)

@jenspencerhttps://www.allbound.com/HUG17

@jenspencer | #HUG17

THE SPOILER.

Wait.(How do you do that?)

@jenspencer | #HUG17

Once upon a time …

Very Little Money

Laggard Playground

Creating a New Category

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Meet My Best Friends

AbbyPartner Program Manager

MikePartner Marketing Manager

SeanVP of Sales

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CarlosCXO

Create the right content.

Identify where our ideal customers spend time on the Internet — so we can be there too.

Guide product & service development.

Buyer personas help us …

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What motivates them?

What are their priorities?

How do they determine success?

What are their perceived barriers?

Where do they search for solutions?

Who influences their decisions?

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Questions to ask about buyer personas

THE SPOILER.

What technologies are they using?

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Understanding your buyer’s journeyAWARENESS CONSIDERATION DECISION

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Create relevant, helpful content with a POV

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Tips for generating content• Take an “all hands on deck” approach• Consume and review• Freelance and modify• Partner with an inbound agency• Get creative!

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Develop  a  company-­wide  cadenceBlog published and

shared via company social

accounts.

Social messages with relevant hashtags are

shared with the entire team.

Two Weeks Later: Blog author partial publishes blog on

LinkedIn with a link to the blog.

One Week Later: Blog author shares

blog on other external sites like

Inbound.org & Quora.

Two Weeks Later: Blog author

submits entire blog as a draft to the

Allboundpublication on

Medium.

Community Manager publishes

article via Allbound's Medium

publication.

@jenspencer | #HUG17

Make your content easy to access

@jenspencer | #HUG17

@jenspencer | #HUG17

Become a repurposing

machine

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Push the envelope

Embrace co-marketing partnerships

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Share your inbound strategy with your partners

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CRO

This is a sales rep with inbound:

This is a sales rep with channel partners with inbound:

@jenspencer | #HUG17

Warning:Don’t lose yourself in “Awareness” content and forget about “Consideration” and “Decision” stage content.

@jenspencer | #HUG17

Three important tips about buyer personas

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Review and revise

@jenspencer | #HUG17

Validate early

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Evangelize Internally

@jenspencer | #HUG17

What should your

technology stack do for your team?

Your technology stack should …

Enable visibility into your current and future customers, the purchase journey they go through and the delivery of your content at the right place and time.

@jenspencer | #HUG17

Your technology stack should …

Work collaboratively with other tools, systems and departments — not create silos within your organization.

@jenspencer | #HUG17

Final thoughts on inbound adoption

@jenspencer | #HUG17

Get everyone

in the company involved.

Track everything.

Yes, everything.

Build on what

works.

Ditch what doesn’t.

Take chances.

Be authentic.

Thank You.Email me at jspencer@allbound.com

Tweet with me at @jenspencer

Connect with me on LinkedIn at linkedin.com/in/jenspencer

Slides available athttps://www.allbound.com/HUG17