16 00 u dominique verniers inbound-methodoloy-at-xerius
TRANSCRIPT
Xerius in a nutshell
• Entrepreneurs:
– Business counter
– Social insurance fund
– Insurance company
• Employers and families:
– Child Benefit Fund
2. Journalists
• Internal content creation failed
• Copywriters journalists
• Hard to find good ones that fit the profile
3. Focus and consistency
• Set a frequency and stick to it
• Identify content that works and double up
4. Social promotion
• Promote your content on social
• Don’t expect traffic, expect awareness
• Social payments
• Social amplification
• Lazy tweets
6. Tech skills @marketing
• Get tech skills in your department
• Identify someone from IT with a passion
for marketing
• Have control over your CMS
7. Have a mission
• Mission of Xerius is not just starting up
companies
• Every problem with your startup, we want
to address it.
Congratulations
• You have all become sales reps
• 60% of the sales cycle is yours!
• Inbound sales is a must.
• Marketing must re-educate sales from
outbound to inbound.
1. Lead qualification
• Lead scoring
• Every touchpoint has a value
• March 2015: 1500 leads, one sales rep
prioritize!
2. Consultative selling
• Selping, upselping and cross-selping
• Get your lead to the next step
• Don’t offer your services until they ask for
it.
3. Sales recruitment
• Atypical sales profile
• Product/service experts with good
communication skills.
• Look for them in other departments.
4. Integrated tools
• Integrate CRM with your marketing
automation tools.
• Give sales access to your tool.
• Make sure you have access to CRM.
• Realtime lead tracking.
5. Smarketing
• Mutual SLA
• Agreement on number of leads needed.
• Agreement on actionable sales process to
follow-up with a lead.