jenifer kern - get sales jazzed about inbound marketing

Download Jenifer Kern - Get Sales Jazzed About Inbound Marketing

Post on 13-Apr-2017

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    Get Sales Jazzed About Inbound Marketing

    Jenifer KernVP Marketing, Celerity

    #SMarketingJazz@jenifer_kern

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    If you dont like sales,

    get out of marketing.

    #SorryNotSorry

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    Marketers can be change agents,if you can sell your vision.

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    Why do sales & marketing need each other?

    #SMarketingSandwich

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    Its all about the content

    1 2 3 4

    5 6 7 8

    9 10 11 12

    13 14

    Tech buyers consume an average of 14 pieces of content before making a buying decision

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    90% of consumers go to Google search first

    - CIO.com

    #SMarketingJazz

    All That Jazz!

    Photo credit: http://bayareaplays.com

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    The Celerity story

    #SMarketingJazz

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    In the beginning (Pre-2011)there was an opportunistic sales team, savvy entrepreneurs and 30% CAGR.

    #SMarketingJazz

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    But soon there was disharmonyBrand fragmentation, client diversity & scaling issues, sales turnover

    #SMarketingJazz

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    So Marketing was added to the repertoire

    #SMarketingJazz

    Branding, content marketing, lead generation, sales alignment

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    And the tune changed for good

    #SMarketingJazz

    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

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    Where does an Inbound Marketer start?

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    Top Five Tunes 1. Get Top Dogs Jazzed2. Expand Sales Universe3. Talk it Up4. Find the Right Harmony5. Make it Easy (and Fun)

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    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

    #SMarketingJazz

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    #SMarketingJazz

    3 52Keywords on Page 1 of Google

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    #SMarketingJazz

    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

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    Inbound leads

    Content offers

    Form submits

    Buyer journey

    Lead scoring

    Warm & Hot Leads

    ProspectingCold callingOutbound emailsClient meetingsCustomer care

    #SMarketingJazz

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    #TalkItUp

    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

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    Dont be afraid to embrace corny slogans!

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    #SMarketingJazz

    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

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    Anatomy of a Sales PersonKnow what makes them tick

    Driven to Succeed

    Resilient & Positive

    Competitive

    Problem Solver

    Easily Distracted

    Strong Family Bonds

    On the Move

    *Read: The Art of the Sale, Philip Delves Broughton

    Highly Caffeinated

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    #MakeItCrazyEasy

    5 Make it mobile friendly Reports/dashboards

    Sidekick

    Its Gotta be Really. Super. Easy.

    Make It Ridiculously Easy

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    If you love sales,

    marketing wont get the Blues.

    #SMarketingJazz

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    Go forth and create your boogie-woogie.

    #SMarketingJazz #BoogieWoogie #CoolCats

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    Q & AWhat do you do to get Sales jazzed?

    What are your biggest challenges/obstacles?

    #SMarketingJazz

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    Thank YouJenifer KernVP Marketing, Celerity

    Share your tune@jenifer_kernLI: Jenifer (McGregor) Kernjkern@celerity.comBlogs: celerity.com/blogs/jeniferkern

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