What Is Inbound Selling?(and why you need it now!)

John JantschDuct Tape Marketing@ducttape

It depends!

Inbound Selling: a process that matches how we sell with how people buy today

Inbound Marketing

Outbound Marketing

Inbound Selling

Marketing and sales alignment

The

realitiesof sales and marketing

today

No one talks about boringbusinesses

People don’t need moreinformation

Everyone knows when you fail

Don’t call us, we’ll call you

Trust is always on

trial

57% of a typical purchase decision is made before a customer even talks to a supplier.

Source: CEB

53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand.

Source: CEB

The funnelis broken

“When it comes to lead and referral generation, a happy customer is the best tool.”

The future of sales and marketing is less about demand creation and more about organizing behavior.

Inbound Sales Department!

The Marketing and Sales Hourglass

Definition of Inbound Marketing

Know Like Trust

Definition of Inbound Sales

Try Buy Repeat Refer

Organizing behavior

• Listening = prospecting• Teaching = presenting• Insight = information sharing• Story building = nurturing• Connecting = closing

Content Context = Perfect Customer Journey

X

AdAstra Information Systems

Inbound Sales Department!

The Marketing and Sales Hourglass

Map all customer touchpoints• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance

Curve of expectation

Hourglass Journey Map• Customer Goals• Customer Touchpoints• Customer Questions

Reverse engineer touchpoints• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness

The Marketing HourglassTM

© Duct Tape Marketing – all rights reserved

• Message, ads, referrals, networking, earned mediaKnow

• Website, blog content, social media, podcast, articles, toolsLike

• SEO, webinars, marketing materials, white papers, self-serveTrust

• Workshops, evaluations, demo, DIY training, starter, freemiumTry

• Service team, new customer kitBuy• Post project review, cross selling,

customer eventsRepeat• Champion events, partner intros,

peer2peer roundtablesRefer

Content powers the journey

Awareness Trust Education Engagement Conversion

Blog postsEvents

Advertising

How toReviews

TestimonialsArticles

eBooksDemos

WorkshopsFAQs

Case studiesInterviews

ContestsOPC

PeersTrials

Personalization

Other people’s content

• Custom RSS feeds• Republish, Share, RT• Curate• Storify/Scoop.it

Content for referrals

• Invited content• Co-branded content• Sponsored content• Curated content• Incented content

Content is Culture!

The Content Workshop• 3-5 hours with entire team• Teach marketing strategy• Create content plan• Enlist the entire team

June July Aug Sept Oct Nov

Theme Content Marketing

Referrals Strategic Partners

BuildingAuthority

Lead Conversion

Advertising

Blog 2X 4X 2X 4X 2X 4X

Guest 2X 2X 2X 2X 2X 2X

Podcast 1X 1X 1X 1X 1X 1X

White Paper 1X 1X 1X

Ex Article/OE 1X 1X 1X 1X 1X 1X

Case Studies

LI article 1X 1X 1X 1X 1X 1X

Curate 1X 1X 1X 1X 1X 1X

Social Media See Social Plan

G+ HO 1X 1X 1X

Content Plan & Editorial Calendar

Editorial plan and goals• Who owns plan• The platform - mediums• How to contribute• Rules and guidelines

– Training/collateral

Collect Curate Create Share Engage

Connection through Context

HootsuiteFeedly

TalkwalkerDiigo

PulseFeedly

Scoop.itNewsle

Word SwagCanvaList.ly

Visual.ly

HootsuiteFeedlyBuffer

NimbleGroups

Contactually

Getting started• Built value basedprofiles

• Connected specifically

• Listened for insights• Shared insights• Connected and engaged

Social surround

• The usual suspects• Went deeper• Created personalized content• Subscribed and joined• Connected around content

Collected• Customers – Twitter Lists• Journalists – Talkwalker Alerts• Influencers - Alltop• Competitors – RivalIQ• Industry – Quora Feeds• Blogs – Feedly

Curated

• Scoop.it• Newsle• Feedly

Created

• Word Swag• Canva• List.ly• Visual.ly

Shared

• Hootsuite• Feedly• Buffer• Republish

Engaged

• CRM – Salesforce.com• Groups – LinkedIn/Facebook• Social CRM• Rapporative

Social Media Connection Plan

Element Collect Curate Create Share

Tactics

Goals

Marketing Priorities

Social Journey

Get good at listening and following influencers

Get good at filtering and aggregating information

Tools

HootsuiteFeedlyTalkwalkerDiigo

1. Build Twitter Lists of influencers

2. Subscribe to industry related blogs

3. Create bookmarking tag structure

4. Create relevant alerts for customers, journalists, key terms

5. Clean up branding on all profiles

Recommendations

1. Build custom pages on Scoop.it for one core content topichttp://www.scoop.it/t/higher-education-reform

2. Recruit guest bloggers

Establish amplification of owned media assets

1. Apply for LinkedIn Author statushttp://specialedition.linkedin.com/publishing/

2. Amplify blog and content asset weekly

3. Create one visual content element to share

1. Identify 10-12 pieces of content daily to share

2. Expand influencer network with shares

3. Focus on engaging journalists

Engage

1. Get social customer data into CRM tool

2. Build social assets for outreach

3. Establish customer and prospect engagement and sharing routine

LinkedIn PulseScoop.itFeedly

HootsuiteBuffer

HootsuiteFeedlyBuffer

HootsuiteSocial CRMChatter in Salesforce

Establish influencer networking

Use social activity to drive sales engagement

Impact

• Inbound leads increased 372%• Sales cycle decreased by 31%• Revenue in first year up 28%• Customer engagement up

(67% increase attendees at user conference)

• Brand leadership at Policymaker level

Content Context = Perfect Customer Journey

X

“Anyone that's making anything new only breaks something else.”

– When My Time Comes - Dawes

Reach out and connect!ducttapemarketing.com

John JantschDuct Tape Marketing@ducttape