understanding inbound methodology in the sales process
TRANSCRIPT
UNDERSTAND MARKETINGLADYVERA’S GUIDE TO UNDERSTANDING HOW MARKETING
FITS IN WITH THE SALES PROCESS
INBOUND OR OUTBOUND?
• INBOUND IS A NEW FORM OF MARKETING THAT HAS BOOMED THANKS TO THE INTERNET GROWING.
• OUTBOUND SOUGHT TO PUSH PRODUCTS AND SERVICES ON CUSTOMERS WHEREAS INBOUND CREATES AND NURTURES THE INTEREST IN POTENTIAL CUSTOMERS
• OUT WITH THE OLD AND IN WITH THE NEW
WHY INBOUND?
• POTENTIAL CUSTOMERS HAVE ACCESS TO WAY MORE INFORMATION THAN BEFORE. THISMAKES THE BUYING PROCESS A LOT LONGER BUT IN SECURING A SALE, YOU HAVE SECURED A PROMOTER FOR YOUR BUSINESS
• INSTEAD OF PUSHING YOUR CUSTOMER INTO A SALE, YOU CAN NOW EDUCATE, ENTERTAIN AND SECURE YOUR CUSTOMER.
INBOUND GOALS
• MARKETING IS THE MOST IMPORTANT CHANNEL OF SALES. • THE SUCCESS OF MARKETING IS A DIRECT RESULT OF THE SUCCESS OF
SALES.• ONCE YOU HAVE CHANGED A STRANGER TO A PROMOTER, YOU HAVE
DONE THE INBOUND PROCESS CORRECTLY.
WHAT ARE INBOUND ACTIVITIES?• EACH OF THE ACTIVITIES CHANGE ACCORDING TO WHERE ON THE SALES
CYCLE THEY ARE. • CONTENT MARKETING:
• WHITE PAPERS• BLOGS• EBOOKS• INFOGRAPHICS
• SOCIAL MEDIA• FACEBOOK• TWITTER• GOOGLE PLUS ETC
• DIGITAL MARKETING• LANDING PAGES• KEYWORDS• SURVEYS
CAN WE STILL USE OUTBOUND?
• YES OF COURSE. JUST KNOW THAT A LOT OF THE INBOUND METHODS COST LESS THAN THE OUTBOUND METHODS AND AWARENESS ONLINE IS FAR MORE VALUABLE THAN TRYING TO CREATE THE AWARENESS USING OUTBOUND ACTIVITIES
• SOME OUTBOUND ACTIVITIES:• TELEMARKETING• DIRECT MAIL• TRADE SHOWS
THE COMPLETE PROCESS
STRANGERS TO VISITORS
• GOAL: EDUCATE• HOW? ATTRACTION ACTIVITIES
• BLOGS• SOCIAL MEDIA• SEO AND PPC
VISITORS TO LEADS
• GOAL: EDUCATE• HOW? CONVERSION ACTIVITIES
• LANDING PAGES• CONTENT• CALL TO ACTIONS
LEADS TO CUSTOMERS
• ALTHOUGH MOST OF THE ACTION IS IN THE SALES PERSON, YOU CAN STILL HELP
• GOAL: NURTURE• HOW? CLOSING ACTIVITIES
• EMAIL• CALLS
CUSTOMERS TO PROMOTERS
• ALTHOUGH MOST OF THE ACTION IS IN THE SALES PERSON, YOU CAN STILL HELP
• GOAL: ASSURE• HOW? PROMOTION ACTIVITIES
• SURVEYS
THANK YOU FOR READING!