Jenifer Kern - Get Sales Jazzed About Inbound Marketing
Transcript of Jenifer Kern - Get Sales Jazzed About Inbound Marketing
-
INBOUND15
Get Sales Jazzed About Inbound Marketing
Jenifer KernVP Marketing, Celerity
#SMarketingJazz@jenifer_kern
-
INBOUND15
If you dont like sales,
get out of marketing.
#SorryNotSorry
-
INBOUND15
Marketers can be change agents,if you can sell your vision.
-
INBOUND15
Why do sales & marketing need each other?
#SMarketingSandwich
-
INBOUND15
Its all about the content
1 2 3 4
5 6 7 8
9 10 11 12
13 14
Tech buyers consume an average of 14 pieces of content before making a buying decision
-
INBOUND15
90% of consumers go to Google search first
- CIO.com
#SMarketingJazz
All That Jazz!
Photo credit: http://bayareaplays.com
-
INBOUND15
The Celerity story
#SMarketingJazz
-
INBOUND15
In the beginning (Pre-2011)there was an opportunistic sales team, savvy entrepreneurs and 30% CAGR.
#SMarketingJazz
-
INBOUND15
But soon there was disharmonyBrand fragmentation, client diversity & scaling issues, sales turnover
#SMarketingJazz
-
INBOUND15
So Marketing was added to the repertoire
#SMarketingJazz
Branding, content marketing, lead generation, sales alignment
-
INBOUND15
And the tune changed for good
#SMarketingJazz
0 to 50% pipeline contribution in 3 years
25% increase in margins & revenues
Explosion of net-new customer accounts
Reduced sales turnover by 40%
Increase in CRM adoption: 5 to 75%
Bigger deal sizes
-
INBOUND15
Where does an Inbound Marketer start?
-
INBOUND15
Top Five Tunes 1. Get Top Dogs Jazzed2. Expand Sales Universe3. Talk it Up4. Find the Right Harmony5. Make it Easy (and Fun)
-
INBOUND15
1 Tap into their competitive spirit Focus on low-cost opportunities
Assemble your band leaders
Teach Execs how to sing Inbound tunes
Get Top Dogs Jazzed
#SMarketingJazz
-
INBOUND15
#SMarketingJazz
3 52Keywords on Page 1 of Google
-
INBOUND15
#SMarketingJazz
2 Focus on Marketings mission: Sales-ready leads Add Inbound to Outbound More tools, warmer leads = More $$$
Its Not a Solo Performance
Expand Sales Universe
-
INBOUND15
Inbound leads
Content offers
Form submits
Buyer journey
Lead scoring
Warm & Hot Leads
ProspectingCold callingOutbound emailsClient meetingsCustomer care
#SMarketingJazz
-
INBOUND15
#TalkItUp
3 Communicate then over-communicate Find your early adopter & champion Be transparent and imperfect
Now isnt the time to be shy or humble
Talk It Up
-
INBOUND15
Dont be afraid to embrace corny slogans!
-
INBOUND15
-
INBOUND15
#SMarketingJazz
4 Walk 1,000 miles in their shoes Listen to sales calls & talk to customers Be creative and improvise (office move)
Get in tune with Sales
Find the Right Harmony
-
INBOUND15
Anatomy of a Sales PersonKnow what makes them tick
Driven to Succeed
Resilient & Positive
Competitive
Problem Solver
Easily Distracted
Strong Family Bonds
On the Move
*Read: The Art of the Sale, Philip Delves Broughton
Highly Caffeinated
-
INBOUND15
#MakeItCrazyEasy
5 Make it mobile friendly Reports/dashboards
Sidekick
Its Gotta be Really. Super. Easy.
Make It Ridiculously Easy
-
INBOUND15
If you love sales,
marketing wont get the Blues.
#SMarketingJazz
-
INBOUND15
Go forth and create your boogie-woogie.
#SMarketingJazz #BoogieWoogie #CoolCats
-
INBOUND15
Q & AWhat do you do to get Sales jazzed?
What are your biggest challenges/obstacles?
#SMarketingJazz
-
INBOUND15
Thank YouJenifer KernVP Marketing, Celerity
Share your tune@jenifer_kernLI: Jenifer (McGregor) [email protected]: celerity.com/blogs/jeniferkern
Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27