Getting Sales Involved with Inbound
Marketing
@TeamSpectate @karaszew2
Who am I?
• Western NY, TCU Graduate
• Managed ALDI Grocery Stores
• Sold Web Content Management Systems
• “Know you, like you, trust you”
The Agenda:
Web 2.0 era sales explained Convince your sales that it mattersWays to leverage your sales team
Maximize your inbound output
Old Sales vs. New Sales
The way Sales uses social
Companies & Contacts
Prospects’ personal information
Blogging? Sharing? Engaging?
The way Marketing uses social
• Sharing• Engaging• Spreading
• Collaborating• Thought leadership
• Fostering relationships
Time?
Pushback from salesCommon responses:
• “I get paid to sell”• “I don’t have time”• “I’m not a good writer”• “How will this help me?”
• Educate them!
• Baby steps
• Thought leadership, familiarity to improve their sales leverage
• Address a common question in sales process
• Ask them to do a webinar
• Ego – you need their help
• Excuses to reach out
Your move
MarketingSherpa 2012 Search Marketing Benchmark Report - SEO Edition:
• 60% plan to increase their social media budgets
• 60% plan increases in landing page optimization
• 57% plan increases in SEO
• 41% plan increases in content marketing
All the cool kids are doing it…
The objective is to help Sales!
What should I ask my Sales team to do?
• Extra listeners
• Assign Google Alerts
• TweetDeck or Twitter search
• Conference hashtags
• Join LI Groups
• Size associated with prominence
Extra Labor:
•Max your bandwidth
•Content creation (blopos and webinars)
•SHARE!
•Comments on blogs, articles, LinkedIn discussions
Train your team
•Develop quick and agile strategy•What’s the next step after white paper DL?•Don’t be creepy on social•When in doubt, be less sales-y•APV – Always Provide Value
Inbound:Outbound::Peanut Butter:Jelly
•Outbound is NOT dead
• Inbound is outbound
• Reuse Sales team’s content
• You’re behind the 8-ball
Spectate helps you to…
• Drive better traffic through inbound marketing (SEO, content creation, social)
• Optimize for more form conversions
• Track prospects and leads, while staying “top of mind”.
• Nurture them down to the sale
Eric KaraszewskiSales [email protected] @karaszew2
• Spectate.com – Centralized Inbound Marketing Software• facebook.com/SpectateWebMarketing• @teamspectate• linkedin.com/company/spectate-inbound-marketing• spectate.com/resources/blog/
Questions?
