Overtuig je baas over Inbound Marketing & Sales

Download Overtuig je baas over Inbound Marketing & Sales

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Hoe overtuig je je baas en collega's over de waarde van inbound marketing & sales voor jullie als B2B kennismerk? Pas deze basis presentatie (PPT format) aan naar eigen branche, business, business case en taal.

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<ul><li> 1. 1HOE OVERTUIG JE JE BAASOVER INBOUND MARKETING &amp; SALES</li></ul> <p> 2. AGENDA1. Consumer Behavior Has Changed2. How We Market Our Products/ServicesNeeds to Change3. Proposed Transformation Plan2DIT PPT (! dus wijzigbaar) TEMPLATE IS BEDOELD ALS KAPSTOK ENDIENT AANGEPAST TE WORDEN AAN JULLIE BRANCHE &amp; BEDRIJF.TAALKEUZE NAAR VOORKEUR: IN ENGELS HOUDEN OF TE VERTALENDIT PPT (! dus wijzigbaar) TEMPLATE IS BEDOELD ALS KAPSTOK ENDIENT AANGEPAST TE WORDEN AAN JULLIE BRANCHE &amp; BEDRIJF.TAALKEUZE NAAR VOORKEUR: IN ENGELS HOUDEN OF TE VERTALENIN NL.IN NL. 3. 1. Consumer Behavior Has Changed2. How We Market Our Products/ServicesNeeds to Change3. Proposed Transformation Plan3 4. DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010 the Internet has turned whatused to be a controlled, one-waymessage intoa real-time dialoguewith millions.4 5. 5of adult Americans use the Internet. 79% 6. 678% of Internet users conduct product research online. 7. 10.3 Billionsearches are conducted7 SOURCE: COMSCORE, AUGUST 2010every month on Google. 8. 1/3 of consumers spendthree or more hoursonline every day.8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010 9. SOCIAL NETWORKS/BLOGS ONLINEGAMESEMAIL PORTALS VIDEOS/MOVIES9 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010= 1 MINUTEUS Internet users spend3x more minutes on blogs&amp; social networksthan on email. 10. 1070%of the links search usersclick on are o r ga n ic not paid.SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007 11. 11200 MillionAmericans have registered on the Federal Trade CommissionsDo Not Call list.SOURCE: FTC, JULY 2010 12. Companies that blog get55% morewebsite visitors.12 SOURCE: HUBSPOT, 2010 13. 1357%of businesses haveacquired a customerthrough theircompany blog.SOURCE: HUBSPOT, 2011 14. 67%of B2C companiesand 41% of B2B companieshave a cquire d a custome r14 SOURCE: HUBSPOT, 2011through Facebook. 15. 42%of companies have acquireda customer through Twitter.15 SOURCE: HUBSPOT, 2011 16. 16Inbound marketing costs 62% lessper lead than traditional, outbound marketing.AVG COST/LEAD: $143AVG COST/LEAD: $373OUTBOUND INBOUNDSOURCE: HUBSPOT, 2011 17. 1. Consumer Behavior Has Changed2. How We Market OurProducts/Services Needs toChange3. Proposed Transformation Plan17 18. Audiences everywhere are tough.They dont have time to be boredor brow beaten by orthodox,old-fashioned advertising.We need to stop interruptingwhat people are interested in &amp;be what peopleare interestedin.18CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLDS 4TH LARGEST AD AGENCY) 19. [OUR COMPANY] IN SEARCH ENGINES.Search Term Monthly Searches Can you findOUR-COMPANY?Term 1 [input volume] [input yes or no]Term 2 [input volume] [input yes or no]Term 3 [input volume] [input yes or no]Term 4 [input volume] [input yes or no]Term 5 [input volume] [input yes or no]HOW TO USE THIS SLIDE:Put the volume from a keyword research tool,and put yes if you are on the first page of Googleresults when you search for that term in Google,put no if you are not on the first page of results.Then delete this box &amp; the orange arrow to the left!Source: Marketing.Grader.com and HubSpot Internet Marketing19 20. [OUR COMPANY] IN THEBLOGOSPHERE. XX Blogs about Term 1 XX Blogs about Term 2 None of these blogs are from OUR-COMPANY Technorati (a blog search engine)gets 4.5 million visitors per monthHOW TO USE THIS SLIDE:Search for relevant blogs on Technorati,and list the numbers above. Then delete this box&amp; the orange arrow to the left!Source: Technorati and HubSpot 20 Internet Marketing 21. [OUR COMPANY] ON SOCIAL MEDIA. XX Stories on Digg about Term 1 Digg is a top 100 website; over 20 million people visit/month 72 Questions about Term 1 on LinkedIn LinkedIn gets 1.5 millions visitors/month; average user is 39yoHOW TO USE THIS SLIDE:Search on Digg, Delicious, LinkedIn or other socialmedia relevant to your company and list the resultsabove. Then delete this box &amp; the orange arrow to theleft!Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com&amp; earns $139K/year.21 22. [OUR COMPANY] VS. THE COMPETITION.Metric Our Score Competitor 1sscoreCompetitor 2sscoreHOW TO USE THIS SLIDE:Use Marketing.Grader.com to show your currentsituation against your competition on a couple ofrelevant metrics. Then delete this box &amp; the orangearrow to the left!MarketingGrade(Overall)[enter metric] [enter metric] [enter metric]Alexa (Traffic) [enter metric] [enter metric] [enter metric]Google Page[enter metric] [enter metric] [enter metric]Rank (SEO)22 Source: Marketing.Grader.com and HubSpot Internet Marketing 23. 23The bad news:Were way behind.The good news:We can transform&amp; WIN!!! 24. 1. Consumer Behavior Has Changed2. How We Market Our Products/ServicesNeeds to Change3. Proposed Transformation Plan24 25. 25Todays approach:GET IN THEIR FACEwhen theyre not looking.Tomorrows approach:GET FOUNDwhen they are looking. 26. 26Google is our new business card. 27. 27Thisshouldbe ournewmarketingmix. Interruption-based Avg response rate: 1-5% Permission-based Avg response rate 20-50% 28. 281Makestuffpeoplewant.START CREATING/PUBLISHING CONTENTTHAT IS HELPFUL &amp; VALUABLE TO OURCUSTOMERS: FAQS HOW-TOS EBOOKS VIDEOS BLOG! 29. 29Be2generous. THE MORE WE GIVE,THE MOREWELL GET INCREASE #OF PAGES&amp; INBOUND LINKS BUILD TRUST,CREDIBILITY,&amp; GOOD WILL 30. 30Rock ourkeywords. 3 GET ON PAGE 1! DOUBLE TRAFFIC CUT PPC SPENDING IN HALF 31. 31Givegreatdirections. 4 CREATE RELEVANT LANDING PAGES CLEAR CALLS TO ACTION COMPELLING OFFERS 32. 32Invest5wisely.IF IT DONT MAKE DOLLARS,IT DONT MAKE SENSE. 33. 6 MONTH GOALS: Double web traffic Double web leads Website Grade above 70 REPEAT!HOW TO USE THIS SLIDE:Adjust above goals according to your baseline andgrowth objectives. Then delete this box &amp; the orangearrow to the left!33 34. PROPOSED BUDGET [example]: 20,000/year Internet Marketing Software: 4,000 PPC Spend: 4,000 Writing / Content / Social / Reporting: 12,000 Additional funds based on performanceHOW TO USE THIS SLIDE:Adjust the numbers above based on your owncompany situation in terms of budget andexpectations. Make sure you include money to payfor tools (software, training, research) to help youachieve your goals, not just money for PPC ads.Then delete this box &amp; the orange arrow to the left! 35. Vragen?!www.dutchmarq.nlinfo@dutchmarq.nl@dutchmarq+31 34 34 209 31PO Box 263940 AA Doorn | NetherlandsSitiopark 133941 PP Doorn | Netherlands </p>