how to combine the power of inbound and outbound to skyrocket your sales
TRANSCRIPT
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How to Combine the Power of Inbound and Outbound to Skyrocket Your Sales
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YOUR PRESENTERS
Matt Kamp | SVP
influenceandco.com
Tweet: @themattkamp
Ryan Buckley | CEO
toofr.com
Tweet: @rbucks
Toofr is a fully bootstrapped web app that helps inside sales reps and outbound email marketers quickly find the contact info for their prospects.
Influence & Co. is a content marketing agency that specializes in creating engaging content that fuels companies’ marketing efforts and positions their key employees as influencers in their industries.
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The process of attracting the attention of prospects via content creation before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers
into customers and promoters of your business
WHAT IS INBOUND MARKETING?
A FEW EXAMPLES:
Email Nurture Campaigns
Blog Content
E-books /Whitepapers
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The unsolicited form of advertising, cold email being the digital equivalent of advertising in your mailbox — except much, much smarter
WHAT IS OUTBOUND MARKETING?
A FEW EXAMPLES:
Cold Emailing
Cold Calling
Direct Mail
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WHEN DONE RIGHT
Inbound Marketing:
• Lowers the cost of acquisition of all other marketing channels, especially outbound marketing
Outbound Marketing:
• Will have the lowest CPA of all your paid marketing channels
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(Cheapest to Priciest)
CPA SPECTRUM
Organic
Article Placement
Email Marketing
Conference Sponsorship
Google AdWords
Newsletter Buys
Social Media Ads
$ $$$
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WHY SALES LEADERS NEED TO BUILD THEIR INFLUENCE
• Building organic traffic with content generates more qualified and educated leads.
• Building personal and company brands helps close deals.
• Long-term value and short-term benefits of building your personal influence.
• Creating content for shorter sales cycles is a quick and easy way to educate and build credibility.
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HOW SALES LEADERS SHOULD BE CREATING & DISTRIBUTING CONTENT
STRATEGY
→
Establish Your Why
CREATION
→
DISTRIBUTION
FAQs, Objections, Pain Points, Education, Lessons Learned, Trends
The Inbound Funnel Concept
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THE INBOUND FUNNEL
OFF-SITE THOUGHT LEADERSHIP
ON-SITE THOUGHT LEADERSHIP
GATED CONTENT
CONTINUOUS ENGAGEMENT
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THE CONTENT MAP
Off-site Content
Off-site Content
Off-site Content
On-Site Content
Gated Content
→
→
→
→= links to
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OFF-SITE THOUGHT LEADERSHIP
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ON-SITE THOUGHT LEADERSHIP
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GATED CONTENT
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HOW TO GET PUBLISHED
TARGET NICHE PUBLICATIONS
→
DO YOUR RESEARCH
→
BACK UP WITH DATA
EDIT, EDIT, EDIT
PITCH ORIGINALITY
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HOW TO GET PUBLISHED “The State of Digital Media” Report
of editors say their main goal is to find and promote topics that address new and unique ideas
85%
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HOW CONTENT IS USED IN THE SALES PROCESS
Faster Trust and Credibility
Shorter Sales Cycle
Educate and Overcome Objections
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HOW TO START EMAIL MARKETINGStep 1: Audience
DEFINE YOUR AUDIENCE
→
LOOK AT CURRENT CUSTOMERS
→
GENERATE A LIST
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HOW TO START EMAIL MARKETINGStep 2: Messaging
→ →
Write a Three-Step Drip Sequence
1. Introduce yourself and address your
audience’s pain points
2. Nudge reminder and brief synopsis
of introduction email
3. Ask for additional introductions or better person to
speak with
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HOW TO START EMAIL MARKETINGExample: First-Round Drip Email
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HOW TO START EMAIL MARKETINGStep 3: Content
Segment Drips by Industry / Title
→→
→→
→→
→→
Retail Tech DirectorsC-Suite
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HOW TO START EMAIL MARKETINGStep 4: Software
Use Software to Manage Manage Drip Replies
• Sync Positive Replies to CRM
• Suppress Negative Replies from Future Drips
• Control Timing (in Days)
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BONUS!?!
• Link to dedicated landing pages for each segment (industry, title).
• Use query parameters in your links so Google Analytics can track them.
• Treat your email marketing like a digital marketer would.
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influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
Visit: offers.influenceandco.com/toofr
QUESTIONS?
GRAB “THE STATE OF DIGITAL MEDIA” REPORT
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Matt Kamp | SVP
influenceandco.com
Tweet: @themattkamp
GET IN TOUCH WITH US
Ryan Buckley | CEO
toofr.com
Tweet: @rbucks
Toofr is a fully bootstrapped web app that helps inside sales reps and outbound email marketers quickly find the contact info for their prospects.
Influence & Co specializes in creating engaging content that fuels companies’ marketing efforts and positions their key employees as influencers in their industries
![Page 25: How To Combine the Power of Inbound and Outbound to Skyrocket Your Sales](https://reader035.vdocuments.us/reader035/viewer/2022062523/5a65d16a7f8b9a8c538b46e9/html5/thumbnails/25.jpg)
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ANY QUESTIONS?