smarketing - bee-inbound.ch
TRANSCRIPT
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SMARKETINGTHE KEY TO REVVING YOUR INBOUND ENGINE
K A T I E L A W R E N C E & A L E Y B R O W N
#INBOUND19
2YOU CAN’T SPELL
SMARKETING WITHOUT A & K
VP of Sales & Client Success
---Philadelphia Eagles Fan - Slow Runner
- Wine Enthusiast - Avid Traveler -
Mother of Dogs - Beach Bum
VP of Marketing
---Kansas Jayhawks Alum - Yogi - Book
Worm - Weiner Dog Fanatic -
Type A Hippie - True Crime Junkie
KATIE ALEY
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apr'17 may'17 jun'17 july'17 aug'17 sep'17 oct'17 nov'17 dec'17 jan'18 feb'18 mar'18 apr'18 may'18 jun'18 jul'18 aug'18 sep'18 oct'18 nov'18 dec'18 jan'19 feb'19 mar'19 apr'19 may'19 jun'19
TRAFFIC & LEAD GROWTH
Increased Traffic 3436%
--
Increased Leads 7675%
--
Doubled New Revenue in One Year
--
Shortened Average Sales Cycle By 78%
--
Marketing Touching 50% Of Deals
4
Outplacement is
not the sexy part
of human
resources.
Photo via The Office, NBC
5
6• Forecast Better
• Shorten Sales Cycle
• Build Market Share
• Trust and Brand Awareness
• Set Up Website to Work For Us
in Market Downturn
• Talk to People Who Want to Buy
NowSM
AR
KE
TIN
G
GO
AL
S
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3 Steps to Smarketing Success
Why Smarketing Now?
Smarketing TherapyAG
EN
DA
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WHO IS FAMILIAR
WITH
SMARKETING?Photo via Getty Images/iStockphoto
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SM
AR
KE
TIN
G The process of integrating
sales and marketing
processes.
---
The objective is for the sales
and marketing functions to
have a common integrated
approach.
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Photo via Mean GIrls
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Why
Smarketing
Now?
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2009: Sales has the power.
-
2019: Buyers have the power.
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99%
94%92%
74%
46%
41%
25%
15%
8%
Email Voicemail LinkedIn "War Dial" Social Direct Mail Chat Video AI Bots
SDR Touches
Source: SalesLoft
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Of the sales cycle
is over before a
sales rep even
gets involved.
Marketing is the
voice of sales
during that 60%
Source: HubSpot
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Source: HubSpot
Misalignment between sales & marketing tech and
processes costs B2B companies 10% of revenue
or more per year
Companies with good smarketing practices in
place generated 208% more revenue from
marketing efforts
When sales & marketing teams work together,
companies see 36% higher customer
retention and 38% higher sales win rates
Photo via Twenty20 / @ollly
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3 Steps to
Smarketing
Success
17
Sales Marketing
Photo via Twenty20/@5byseven
18“Be wary of marketing
people who just want to
talk about brand books
and positioning all day.
They should be just as
invested in building sales
pipeline as you. All of
their "branding" activities
need to have some sort
of metric that proves
their impact on sales.”- Mark Roberge
Photo via @markroberge twitter
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GET SALES &
MARKETING
ON THE SAME
PAGE
ST
EP
ON
E
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Playing Nice
in the
Smarketing
Sandbox
Photo via Alamy
21Smarketing Team Alignment
Marketing
Reaches out to prospects,
holds office hours, attends
demos, sales trainings and
pipeline meetings
Sales
Involved in content creation,
shares feedback and ideas
from prospects and clients,
more mindful of the buyer
process
Smarketing Meeting
Our sales meeting is now a sales
and marketing meeting
Marketing needs to be
revenue focused
Sales needs to be more
aligned with the buyer
Each team needs to know
what the other is doing.
22GET SALES AND MARKETING ON THE SAME PAGE
Respect &
Understanding
Giving &
Receiving
Feedback
Shared Goals
& Individual
Accountability
23RESPECT &
UNDERSTANDING--
Respect each other’s
informed opinions
and expertise
--
Understand what
each other’s day to
day looks likeSource:
HubSpot
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Photo via Mentorbox/Kim Scott
25GIVING &
RECEIVING
FEEDBACK--Read Radical Candor
& implement
--
Explain the why & how
--
Debate new initiatives
--
Create a
psychologically safe
workplace
c
Source: Radicalcandor.com
26SMARKETING: AGREE ON SHARED GOALS
Sales Contributes
Content and Ideas
Define KPIs
Weekly Smarketing
Meetings
Office Hours
Marketing Sits on Demos
and Sales Calls
Sales Commits to Swift
Follow Up
Slack Channel
Marketing has a
revenue quota
Simplify Handoff
Internal Newsletter
Like Each Other
Stay Informed and Hold
Each Other Accountable
Prioritize
Source: Your Girls A & K
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DEFINE
EVERYTHING
ST
EP
TW
O
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Qualified
Leads
A Sales View of the Buyer’s Journey
DecisionConsiderationAwareness
Leads Opportunities CustomersStrangers
Identify Connect Explore Advise
Source: HubSpot
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What are the challenges your
buyer is facing?
-
How can you align with them?
-
Remove the friction of doing business
with you right away.
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if your story
describes their problem
better than they can describe it themselves,
they will automatically assume
YOU HAVE THE BEST SOLUTION
- CHRIS ORLOB -gong.io
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Source: StarWars
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DecisionProspect has decided on their
approach, decided on list of
vendors, continues research to
make decision
ConsiderationDefined problem, researching
solutions
AwarenessProspect has a problem, researching to
understand and define
Decision Stage Content
---How Careerminds Can Improve
Your Employer Brand
-
Careerminds vs "Competitor": What
is the best choice for your reduction
event?
-
Our Features: Why Until Placement
is the Only Choice for
Outplacement
Consideration Stage Content
---Who are the top outplacement
providers?
-
List of Outplacement Firms: How to
Choose What Works for Your
Company
-
How much does outplacement
cost?
Awareness Stage Content
---Layoff Script & Letter Templates
-
Guide on the WARN Act
-
Severance Agreement How Tos
-
Layoff Alternatives: Voluntary
Layoffs, Voluntary Retirements, or
Cutting Costs
33How to Develop Content that Drives Visitors
Blogs &
Resources
SEO
Gated Content
& CTAs
Website &
Chat Strategies
Keyword optimize content to
rank blogs on Google for
search visibility
How to Optimize for SEO
SEO
Write a blog for every single question
you identified during the buyer’s
journey discovery
Include resources like video,
testimonials, case studies, to make it
easy for prospects to research your
company.
Blog
42% of customers prefer live chat
compared to other communication,
but know your audience.
Helps you be in touch quickly with
people who need info ASAP or
who are ready to buy now
Website & Chat
Offer premium content for free in
exchange for information in the
use of a form to capture opt-ins.
Take unique content and create an
ebook, guide or script behind a
form to generate leads. Nurture
this list with community content. in
the delight stage.
Gated Content & CTAs
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Customers
Understand why your
clients bought from
you, what is on their
plate on a daily basis,
what are their
challenges with the
area that you sell, what
leads to them needing
your products or
service (trigger event)
SEO Tools
AHRefs, Mongo, Moz
provide visibility into
what people are
searching for and what
questions they are
asking that you can
respond to with
content.
Internal Experts
Discuss your business
with coworkers to
understand different
perspectives
Topic Clusters
Group information into
topics that are relevant
to your product or
service.
Personas
Think about your buyer
and develop different
personas by
motivation. This should
include their title,
duties, job function,
channels where they
communicate and
research, reporting
structure, what does
success look like in
their job, how we can
make them the hero of
the story.
SEO
35Define your Ideal Client Profile
How to Find Your ICP
Examine your client list for trends
• Why do clients buy from you?
• Are you happy with these clients?
• Review past interactions ICP
Industry
Size
LocationRevenue
Brand Fit
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EXECUTE &
TRACK
ST
EP
TH
RE
E
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Marketing needs to
generate content and
sales needs to get in
touch with leads ASAP.
Duh. But really.
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Source: InsideSales.com
Waiting 5 minutes to respond
to a new lead resulted in a
10x drop in being able to
connect.
After 10 minutes there’s a
400% drop in the odds of
qualifying the lead.
90% of companies failed to
respond in 5 minutes.
Photo via Twenty20/@crystalmariesing
396 Tips for Following Up with your Leads
Invest in cadence tech to
serve up your next outreach
steps so you can stay top of
mind.
Cadence your follow up
It can take 7 touches on
average to get in touch with a
lead requesting information.
Don’t Give Up
Share a link to your calendar,
send a video describing how
easy it is to start, put a demo
on your website.
Make it easy for them
See previous stats. You can
win by being responsive.
Get in touch ASAP
Know the Buyer’s Context
Customize your outreach to
align with their needs.
If you don’t reach them at
first, provide something of
value in your follow up.
Provide purposeful follow up
40CAREERMINDS SMARKETING TECH STACK
Sales Navigator,
ZoomInfo, Leadfeeder
WebsiteSalesLoft,
ConnectLeaderHubSpot
Marketing Engine
Vidyard, Sendoso
SalesForceDrift
Website Chat
41Metrics to Track
Traffic to lead, lead to
MQL, MQL to
Opportunity, Opportunity
to Explore Call/Demo,
Schedule to Completed,
Completed to Client
Conversion rates
Where are the leads
originating for sales and
marketing. Invest in the
best sources
Lead Source
How quick are we
getting in touch with our
leads after requesting
an MQL and how may
touches
Lead follow up timeAvg revenue by client,
Annual Recurring
Revenue, Client Lifetime
Value, Cost per
lead/ROI, cost per
acquisition
Revenue Metrics
How is your traffic
increasing as you add
content
Traffic and Page ViewsHow long are people
staying on your pages
Bounce Rate
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DIGGING IN
-
SMARKETING
THERAPYFIND YOUR SMARKETING BUDDY
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Q&A
44
Katie
Lawrence
Alexandra
Brown
YouCanSitWithAandK
/aleyb/
@careermindsaley
/1klaw/
@KatieLaw_CMT
HA
NK
YO
U!