Navigating The Outbound to Inbound Shift
Transcript of Navigating The Outbound to Inbound Shift
Industry MarketingNavigating The Outbound to Inbound Shift
Dynamics Industry Summit
March, 2016
About Mark:
Founder – Chief Engagement Officer
25 year sales professional (CA, Pivotal CRM, PeopleSoft,
SAP)
Advisor to Microsoft & Tier 1 & 2 Microsoft AX/NAV/CRM
Partners: Europe, North America, Asia
Creator: Microsoft Accelerated Selling Methodology
Creator: Microsoft Industry Acceleration Content
Mark’s contact info:
(604) 617-8522
Website
Get Found Convert PromoteNurture
Industry Focus
Thought Leadership
SEO, SEM, Social
Digital Engagement
Calls-to-Action
High Value Offers
Build Relevance
Remain in Conscience
CRM/Automation
Frictionless Sales
Hand-Off
Triage
Sales Engagement
Nurture Marketing
Lead
Prospect Engagement
Conversion
(Arm Raised)
Introduction
(Credential)
Voicemail #1
(Curiosity)
E-mail # 2
(Value)
Voicemail #2
(Risk)
E-mail #3
(Fear of
Loss)
Nurture
“Hi John , this is Peter Smith. I am an account executive with XYZ Partners, following up on a lead that was provided to us from Microsoft.
I’d like to learn more about your interest in Dynamics AX as well as schedule some time to review your ERP project objectives and functional requirements.
I can be reached at XXX-XXX-XXXX, please return my call at your earliest convenience.
Value
“Good morning John, this is Lukas Keller calling from XYZ Partner. I’m responding to your recent request for information regarding (reference download or marketing activity).
As part of the professional services industry team I’m reaching out to thank you for your interest in our industry solution, and to answer any initial questions you might have from visiting our website.
Most of the people who I speak with are quite surprised to learn they can be up and running on a new project accounting system in less than 120 days. If you’d like to see if Contoso fits that profile, or you have any other questions, I can be reached at (XXX) XXX-XXXX; again this is Lukas Keller with XYZ Partner, (XXX) XXX-XXXX.”
Good morning John, this is Lukas Keller with XYZ Partner following up to provide some more background on the video links and case studies I forwarded earlier this week. I’m also reaching out to see if you would be interested in receiving a <whitepaper/infographic> that we just released that speaks to the top 5 things to consider when selecting a new project accounting system, and the top 3 unexpected risks.
If you would like me to forward a copy you can either reply to my previous e-mail or call me directly at (XXX) XXX-XXXX; again this is Lukas Keller with XYZ Partner at (XXX) XXX-XXXX.
50% more sales
(source: Forrester Research)
WHAT
Personas help you create the right contentThe right content will engage the right personas.
.
HOWWHY
Exercise
Document your current marketing assets and align them to buying personas.
Exercise
Marketing Asset Inventory
What: IT/End User - features
How: Managers - business process/departmental focus
Why: Leadership – results oriented ($ and risk)
Quarterly business themes:
Bi-weekly, monthly, bi-monthly contact
Mix digital and human engagement
Always have a purpose and reason for calling
Always for the prospect’s benefit – what can you teach?
Trigger events drive interest in new solutions – we need to be present when they occur
Three primary buying types, not one!
Industry focus is critical – need to be recognized as a member of the prospect’s tribe.
Content creation is an organization responsibility.