inbound sales & marketing - the fulcrum group€¦ · • sales process build • configure...

WWW.YOURDOMAIN.COMCOMPANY NAME

1

SALES & MARKETING

INBOUND

MIKE ROSE, CEO

WWW.YOURDOMAIN.COMCOMPANY NAME

2

Inbound marketing... "Inbound" refersto marketing activities that bring visitors in, ratherthan marketers having to go out to get prospects' attention. Inbound marketing earns the attention ofcustomers, makes the company easy to be found, anddraws customers to the website by producinginteresting content.

WWW.YOURDOMAIN.COMCOMPANY NAME

3

"Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability (& content and technology) to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return on investment.

WWW.YOURDOMAIN.COMCOMPANY NAME

4

Inbound marketing + Sales Enablement= ASingle Revenue Team

The lines betweensales andmarketing are quickly dissolving.

On top of this, 90% of the materials created by marketing are not being used by sales, and sales reps are spending 30 hours each month creating their own or searching for materials. Because of the wasted resources, companies are increasing their budgets to improve the effectiveness of their sales teams. According to Sirius Decisions, budgets for sales enablement have doubled to $2.4 million in the past two years, and companies have also increased their investment in sales enablement technology by 69%.

5

Inbound Sales &

Marketing

Buying has changed

6TECHNOLOGY HAS SHIFTED POWER TO THE BUYERThe days of inundating customers with radio, television and print ads are over. The internet has completely changed the way people make purchase decisions, allowing them to gather information, get opinions and read reviews online.

DVR

TV Commercials Radio Ads Newspapers Taxis

Pandora/Spotify

Online News Feeds Uber

BUYER BEWARE

SELLER BEWARE

7

57%

Of B2B buyers research online before making a

purchase decision(2014 State of B2B Procurement study)

94%

STATS SHOW BUYERS SPEND MORE TIME RESEARCHING THEIR OPTIONS ONLINE

Today's business buyers do not contact suppliers directly until

57 percent of the purchase process is complete.Think with Google,

CEB's Marketing Leadership Council )

8THE BUYER’S JOURNEY DRIVES INBOUND METHODOLOGY

Turn current customers into promoters or

evangelists

DELIGHT

Prospect has decided on solution strategy

and is comparing vendors to make a

final purchase decision

DECISION

Pain has been defined and prospect is

researching available methods to solving the

defined problem

CONSIDERATION & RESEARCH

Prospect is expressing symptoms of a pain or

opportunity

AWARENESS

DEFINE JOURNEYS

BP#1

BP#2

9

PERSONALIZATION INTERACTION

AUTOMATION ANALYSIS AND OPTIMIZATION

CONTEXTUAL INTERACTION

COMPONENTS OF A CUSTOMIZED JOURNEYStreamline your marketing process while delivering a personalized, one-on-one user experience.

10INTEGRATED GO-TO-MARKET STRATEGY

Strategies are different, but goal is the same: Generate Awareness & Engagement

OWNED EARNED PAID

CHANNELS

ANALYTICS + OPTIMIZATION

11

People

Process

Technology

12

Meet the Mojo Team

13

SKILLScore values & skills

14

Three Steps to Integrate

Sales & Marketing

15

(MONTHLY)

STRATEGYKICKOFF

MESSAGINGDEVELOPMENT

CAMPAIGNSTRATEGY

SALESINTEGRATION

INSIGHTS &REPORTING

• Ideal Client• Buyer Persona• Brand Voice• Value Proposition

• Content Plan• Buyer’s Journey• Promotion Strategy

• List Segmentation• Lead Scoring• Sales Process

BUILD• Configure Hubspot• Setup Social Channels• Campaign Deliverables• Web Build or Edits• CRM Integration• Initial Content

(4 WEEKS)

(MONTHLY)

INBOUND MARKETING PROCESS

CONTENT

PROMOTIONINBOUND

OPTIMIZATION

BUILD & SETUP

(8 WEEKS)

INBOUND STRATEGY DEVELOPMENT

IMPLEMENT & EVOLVE

16

17

http://www.mojomedialabs.com/blog/closing-the-loop-on-romi-return-on-marketing-investment

"Closing the Loop" on ROMI (Return on Marketing Investment)

18

19

THANK YOUSee You Next Time

WEBSITEmojomedialabs.com/blog

EMAILmike@mojomedialabs.com

TELEPHONE

972-893-1334

MOJO MEDIA LABS

400 E. LAS COLINAS BLVD, SUITE 270IRVING, TX 75039

20

OFFERS [CTAs]

CONSIDERATION

DECISION

INBOUND FUNNELBUYER’S JOURNEY

Experiencing a problem

Researching solutions

Choosing a product or service

• Checklist

• Whitepaper

• Video

• Infographic

• Webinar

• Product specs

• Catalog

• Calculator

• Podcast

AWARENESS

STAGE

• Coupons

• Consultations

• Free samples

• Estimates

• Demos

REVENUE