don't call them, they'll call you (really!)

Don’t call them, they’ll call you (really!)Why you need to move from outbound to inbound marketing

Marketing Solutions Today for Tomorrow’s Challenges

About RPM

RPM is a marketing and sales consultancy based in Los Angeles. We focus on SoCal.

Our most important practice is Marketing Automation Diagnostic and planning Design, build, and implement processes Sales/Marketing alignment Technology selection, installation and optimization Campaign and content development Metrics analysis


Your presenter

Christophe Cremault is a Partner at RPM and the founder and CEO of UrbiCast; both firms work closely together.

Cremault has spent the last 14 years improving sales and marketing of clients of all sizes and industries by leveraging the internet to grow their business.

Clients included JC Penney, Coach, Toys R Us, Walmart, Pottery Barn, Bass Pro, Thornton, Williams-Sonoma, Home Depot, Patagonia, Frontgate, JJill, Jos. A. Bank, Talbots, Brooks Brothers, Toshiba, LEGO, SONY, Dow Jones, Lexis-Nexis, Washington Mutual, TD Waterhouse, Starwood Hotels, Trident Capital, Citibank, Bankshares, Franchise Master, Seattle Times, GE Capital, Thomson Financial, webloyalty.com, Clark Security, Practising Law Institute, FoodFit, MusicSpace, Razor and Tie, World Commerce Online, Floramall, Vitamin Shoppe, Chase, Rand McNally, Tumi Luggage, etc.

Prior to that, Cremault spent over 10 years in management and IT consulting to Global 5000. His clients included South New England Telephone, JP Morgan, Total Petroleum, Bio Merieux Vitek, ICI Chemicals, US Chamber of Commerce, RalCorp, and others.


Agenda

1. Why the shift exists

2. Differences

3. How outbound fails

4. Why change

5. How to implement


Takeaways

Your buyers have changed how they buy. If you’re not with them, they’ll do without you

It’s all about content and processes – and it’s a big change

It can’t happen without automation You can’t get to target #s without

analytics


Why the shift exists?

Buyers now drive the sales process because: Most folks don’t really like sales people –

until they really need them The information they need is widely available The self-service model is more efficient The self service model generates better

buying outcome


Differences

Outbound “Push” messages to

audiences Interrupt audiences Slogan, pitch centric Brand or buy

messages Audiences

Inbound Respond to requests

Be visible (SEM…) Education centric Gradual relationship

Individual leads


Why outbound failsI can’t hear youuuuu!

210 million numbers in DNC database 91% have unsubscribed to opt-in newsletter 44% direct mail unopened 86% skip TV ads % unsolicited sales calls you take – gladly?

Buyers want to be educated, entertained. Not sold to.


Why move to inbound?

Outbound is failing. Fast (low ROI) Inbound works and pays off

Ú # qualified leads Ú lead quality Ø customer acquisition cost

Typical RPM goals: -10% in 6 months, -20% in 12

Ú profitability

BUT it’s a profound change


How to implement?

1. Build client-centric framework1. Map buyer(s) journey(s) with needs

2. Design a roadmap for buyer with needs, requests and responses

3. Develop content

2. Align sales and marketing on lead definition, score, processes

3. Move marketing to refinery model

4. Automate

5. Measure and improve


Buyer(s) journey(s)

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Need, request, response, content

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Need A EB FC GD H

NeedRequestResponseContent


Leads: definition and process

Qualification

Closed

Marketing Refinery

Contact acquisition

MQL

SQL

reject

abandon / lost

client nurture

lead score>n

Sales funnel


Lead score

Add Visit web site Click on ad Trade show contact Register for webinar Downloads white paper Provides some info Subscribes Attends webinar Opens email Etc.

Subtract No web site visit in x days Bounces on ad Does not open email Balks at info request No show at webinar Etc.


Lead segmentation

Market segment (SMB, enterprise, government, etc.)

Position in buyer network (tech, fi, legal, HR, etc.)

Product segment Geography


(simplified) Marketing Refinery

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Marketingprograms

LEADS


Marketing Refinery = change

NewsletterEmail BlastTrade showBuild new collateralProduct LaunchPR campaign

Lead Gen 1Lead Gen 2Lead Gen 3

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Target Market

Push & pullprograms

LEADS

Marketing Calendar Marketing Refinery


Automate

Marketing automation makes inbound marketing possible and cost effective

MA tracks how users interact with content MA provides the right content to right user at right

time MA nurtures a lead in marketing until it is sales ready MA lets you define campaigns that run by lead MA connects with CRM


MA Vendors

Aprimo * Eloqua Genius Neolane Manticore Market2Lead * Pardot * Silverpop Unica


Measure

Campaign effectiveness / ROI Lead score correlation Multi-touch point analysis Content effectiveness Sales conversion % estimates Etc..


Conclusion

Your buyers have changed how they buy. If you’re not with them, they’ll do without you

It’s all about content and processes – and it’s a big change

It can’t happen without automation You can’t get to target #s without

analytics

“Marketing Solutions Today for Tomorrow’s Challenges”

www.radixpromotionsandmarketing.com

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