get sales jazzed about inbound marketing
Post on 13-Feb-2017
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Get Sales Jazzed About Inbound MarketingJenifer KernVP Marketing, Celerity#SMarketingJazz@jenifer_kern
Today talk about how to work w/Sales to get them really excited JAZZED about Inbound/Outbound. Start with (1) big ideas/trends, (2) share my story building MKTG @ Celerity, (3) focus on 5 way to get them Jazzed.
- Using Jazz metaphors b/c it works well Jazz is about fluidity of leadership/players its AGILE -- its as much about listening as playing your instrument what is the music at this moment is missing that I can provide? React in real time (Think of Mktg + Sales as a Jazz Band.
If you dont like sales,get out of marketing.#SorryNotSorry
Candidate Story goes here.
Heres the deal.20 years ago, Mktg = brochures, flyers, mugs/swag, comms plans, branding & advertising. Today Mktg is so much more -- revenue generator & growth driver for the business.Dramatic transformation in our industry due to technology, its almost unrecognizable. To distinguish yourself and your team (catapult career) you need to respect, love, appreciate, and truly understand Sales. 2
Marketers can be change agents,if you can sell your vision.
If you can learn to love and embrace SALES youll be poised to soar Mktrs need to SELL programs, tools, investments to Sales & LeadersBright future in MarketingJunior candidates that get the power of Smarketing are most likely to be our next Marketing Leaders, CMOs, etc3
Why do sales & marketing need each other?#SMarketingSandwich
We own the Customer/Prospecting data + CONTENT need to get that to sales efficiently/quickly (establishes credibility for Sales before contacting lead)Sales gets real-time feedback from customers on Content/Leads; helping to shape the right messageFor both marketing and sales to be successful in Dig Economy : need each other the perfect complement (PJ alone is ok/.together great)
Marketing is now about Sales; and Sales is about Mktg
Who wants a jelly sandwich?!4
Its all about the content1234567891011121314Tech buyers consume an average of 14 pieces of content before making a buying decision
We own Content - 75% of buying process done online; engage with Mktg content before talking to Sales - Typical buyer is at 8-10 pieces- The BUYER is in control of the Sales Process Engaging with Marketing Content- Sales process is dependent on ENGAGING CONTENT & BRANDS5
90% of consumers go to Google search first- CIO.com#SMarketingJazz
All That Jazz!Photo credit: http://bayareaplays.com
This is WHY INBOUND MATTERSIncoming calls are rare today.Getting found via Google is All that Jazz (cost effective, fast, more-targeted)6
The Celerity story#SMarketingJazz
In the beginning (Pre-2011)there was an opportunistic sales team, savvy entrepreneurs and 30% CAGR.
But soon there was disharmonyBrand fragmentation, client diversity & scaling issues, sales turnover
Brand fragmentation, client diversity + scaling challenges, sales turnover
No leads from MarketingDifficulty scaling Sales teams with relationship selling Territorial reps9
So Marketing was added to the repertoire#SMarketingJazz
Branding, content marketing, lead generation, sales alignment
In 4 years went from zero lead gen to driving 50% of pipeline from inbound/outbound marketing
Branding, content marketing, lead generation, sales alignment10
And the tune changed for good#SMarketingJazz0 to 50% pipeline contribution in 3 years25% increase in margins & revenuesExplosion of net-new customer accountsReduced sales turnover by 40%Increase in CRM adoption: 5 to 75%Bigger deal sizes
Sales success no longer relies on 100% relationship selling, working their network. Less sales turnover Sales people have so many more tools to be successful
Where does an Inbound Marketer start?
There are so many ways that Marketers can engage with SalesSo many TOOLS available to us12
Top Five TunesGet Top Dogs JazzedExpand Sales UniverseTalk it UpFind the Right HarmonyMake it Easy (and Fun)
Tap into their competitive spiritFocus on low-cost opportunitiesAssemble your band leadersTeach Execs how to sing Inbound tunesGet Top Dogs Jazzed#SMarketingJazz
1. Once your CEO is on board.CEO is most aggressive Sales person in the company Find your Rob Smith -- VPs of Sales get them bought in to Inbound concepts.
Keywords on Page 1 of Google
In less than one year weve increased our SEO from 3 to 52 words on Page 1 of Google15
Focus on Marketings mission: Sales-ready leadsAdd Inbound to OutboundMore tools, warmer leads = More $$$
Its Not a Solo PerformanceExpand Sales Universe
Sales has changed too (new song sheet) >> Used to be all about cold calling, telemarketing, direct mail Marketing is here to make their job easier >> Bring Sales warmer leads, So they can make more money
Educate Sales on increasing number of tools available when work with marketing16
Inbound leadsContent offersForm submitsBuyer journeyLead scoringWarm & Hot Leads
ProspectingCold callingOutbound emailsClient meetingsCustomer care
Sales has a new song sheet17
Communicate then over-communicateFind your early adopter & championBe transparent and imperfectNow isnt the time to be shy or humbleTalk It Up
-- Communication strategies: Weekly sales meetings/ 1-on1s; Email campaign; Lead Gen launches; happy hours; SOCIAL MEDIA-- Realize its never perfect ask for Feedback and Fall on your sword -- SLOGANS: One team, one dream ; cold call Friday; good talk Russ
Highlight shared success and lead history
Dont be afraid to embrace corny slogans!
Walk 1,000 miles in their shoesListen to sales calls & talk to customersBe creative and improvise (office move)Get in tune with SalesFind the Right Harmony
To Know is to LoveKeep it Fresh, Fun and Roll in Real Time
Marketers GET OUT FROM BEHIND YOUR DESKS!21
Anatomy of a Sales PersonKnow what makes them tick
Driven to SucceedResilient & PositiveCompetitiveProblem SolverEasily DistractedStrong Family Bonds
On the Move*Read: The Art of the Sale, Philip Delves BroughtonHighly Caffeinated
Mktrs are about PERSONAS sketch one out for SalesTo Know is To Love and appreciateSALES IS HARD: Great selling is an art that demands creativity, mindfulness, selflessness, and resilience; but anyone who says you can become a great salesperson in 15 minutes is either a charlatan or a fool.
-Even though sales is the engine of commerce and industryit remains shrouded in myth.-More Americans work in sales than in manufacturing, marketing
Make it mobile friendlyReports/dashboardsSidekick
Its Gotta be Really. Super. Easy.Make It Ridiculously Easy
Some ways we make it really easy:Work with our Sales Ops ManagerDocuments repository in CRM Hot leads dashboardCustomized reportsEmails with links to leads, landing pages, reportsSidekick
If you love sales,marketing wont get the Blues.#SMarketingJazz
Go forth and create your boogie-woogie.#SMarketingJazz #BoogieWoogie #CoolCats
You have tons of musicians ready to join your band!25
Q & AWhat do you do to get Sales jazzed?What are your biggest challenges/obstacles?#SMarketingJazz
Jenifer KernVP Marketing, Celerity
Share your tune@jenifer_kernLI: Jenifer (McGregor) Kernjkern@celerity.comBlogs: celerity.com/blogs/jeniferkern