making the shift from outbound to inbound marketing

23
Making the shift from Outbound Sales to an Inbound Marketing Organization Experience Inbound Conference – January 9, 2013 www.widen.com

Upload: widen-enterprises-inc

Post on 22-Nov-2014

759 views

Category:

Marketing


3 download

DESCRIPTION

View the slide deck from Widen Enterprises titled "Making the shift from Outbound Sales to an Inbound Marketing Organization." Widen marketing teams have presented their story and "how they did it" at the Experience Inbound Conference by Stream Creative and the American Marketing Association - Madison Chapter marketing innovators luncheon. To learn more about Widen, content marketing and inbound marketing operations, get in touch with us at: http://www.Widen.com.

TRANSCRIPT

Page 1: Making the shift from Outbound to Inbound Marketing

Making the shift from Outbound Sales to an Inbound Marketing Organization Experience Inbound Conference – January 9, 2013

www.widen.com

Page 2: Making the shift from Outbound to Inbound Marketing

Jake Athey Marketing Manager, Widen

Nina Brakel-Schutt Brand Strategist, Widen

www.widen.com

Page 3: Making the shift from Outbound to Inbound Marketing

Who is Widen?

Digital Asset Management

A comprehensive understanding of the asset lifecycle

Digital Asset Management

Premedia

Page 4: Making the shift from Outbound to Inbound Marketing

• Buying lists

• Making cold calls

• Sending cold emails

• Making appointments and driving all over the state/region

Widen Before Inbound Marketing

Page 5: Making the shift from Outbound to Inbound Marketing

HOW WE MADE THE CHANGE

Page 6: Making the shift from Outbound to Inbound Marketing

1. We changed our team structure

Page 7: Making the shift from Outbound to Inbound Marketing

2. We made DAM the core product

Page 8: Making the shift from Outbound to Inbound Marketing

3. We put more into marketing

Page 9: Making the shift from Outbound to Inbound Marketing

4. We created content to drive traffic

Page 10: Making the shift from Outbound to Inbound Marketing
Page 11: Making the shift from Outbound to Inbound Marketing
Page 12: Making the shift from Outbound to Inbound Marketing
Page 13: Making the shift from Outbound to Inbound Marketing

5. We put systems in place to support inbound

Page 14: Making the shift from Outbound to Inbound Marketing

LESSONS LEARNED

Page 15: Making the shift from Outbound to Inbound Marketing

Timing and positioning are critical.

Lessons Learned

Page 16: Making the shift from Outbound to Inbound Marketing

Lessons Learned

Surround yourself with the right people.

Page 17: Making the shift from Outbound to Inbound Marketing

Lessons Learned

People won’t buy it if they don’t need it.

Page 18: Making the shift from Outbound to Inbound Marketing

Lessons Learned

Know who you’re talking to.

Page 19: Making the shift from Outbound to Inbound Marketing

Lessons Learned

Be helpful, not hypeful.

Page 20: Making the shift from Outbound to Inbound Marketing

Lessons Learned

Be everywhere, so people find you.

Page 21: Making the shift from Outbound to Inbound Marketing

Lessons Learned

Be prepared to change and evolve.

Page 22: Making the shift from Outbound to Inbound Marketing

• Salesforce.com • Google AdWords, Analytics and Webmaster Tools • ExactTarget, Emma, Constant Contact • Compendium Blogware • Marketo, Pardot, Right On Interactive • Hubspot • Wider Funnel • Stream Creative

Companies Who Can Help You Make This Happen

Page 23: Making the shift from Outbound to Inbound Marketing

Thank you! Contact Widen: [email protected] See our blog posts: blog.widen.com Join us on LinkedIn: Linkedin.com/company/widen-enterprises