jenifer kern - get sales jazzed about inbound marketing
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Get Sales Jazzed About Inbound Marketing
Jenifer KernVP Marketing, Celerity
If you dont like sales,
get out of marketing.
Marketers can be change agents,if you can sell your vision.
Why do sales & marketing need each other?
Its all about the content
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Tech buyers consume an average of 14 pieces of content before making a buying decision
90% of consumers go to Google search first
All That Jazz!
Photo credit: http://bayareaplays.com
The Celerity story
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
So Marketing was added to the repertoire
Branding, content marketing, lead generation, sales alignment
And the tune changed for good
0 to 50% pipeline contribution in 3 years
25% increase in margins & revenues
Explosion of net-new customer accounts
Reduced sales turnover by 40%
Increase in CRM adoption: 5 to 75%
Bigger deal sizes
Where does an Inbound Marketer start?
Top Five Tunes 1. Get Top Dogs Jazzed2. Expand Sales Universe3. Talk it Up4. Find the Right Harmony5. Make it Easy (and Fun)
1 Tap into their competitive spirit Focus on low-cost opportunities
Assemble your band leaders
Teach Execs how to sing Inbound tunes
Get Top Dogs Jazzed
3 52Keywords on Page 1 of Google
2 Focus on Marketings mission: Sales-ready leads Add Inbound to Outbound More tools, warmer leads = More $$$
Its Not a Solo Performance
Expand Sales Universe
Warm & Hot Leads
ProspectingCold callingOutbound emailsClient meetingsCustomer care
3 Communicate then over-communicate Find your early adopter & champion Be transparent and imperfect
Now isnt the time to be shy or humble
Talk It Up
Dont be afraid to embrace corny slogans!
4 Walk 1,000 miles in their shoes Listen to sales calls & talk to customers Be creative and improvise (office move)
Get in tune with Sales
Find the Right Harmony
Anatomy of a Sales PersonKnow what makes them tick
Driven to Succeed
Resilient & Positive
Strong Family Bonds
On the Move
*Read: The Art of the Sale, Philip Delves Broughton
5 Make it mobile friendly Reports/dashboards
Its Gotta be Really. Super. Easy.
Make It Ridiculously Easy
If you love sales,
marketing wont get the Blues.
Go forth and create your boogie-woogie.
#SMarketingJazz #BoogieWoogie #CoolCats
Q & AWhat do you do to get Sales jazzed?
What are your biggest challenges/obstacles?
Thank YouJenifer KernVP Marketing, Celerity
Share your tune@jenifer_kernLI: Jenifer (McGregor) Kernjkern@celerity.comBlogs: celerity.com/blogs/jeniferkern
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