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Get Sales Jazzed about Inbound Marketing
Jenifer Kern's presentation emphasizes the critical relationship between sales and marketing, arguing that effective alignment leads to significant business improvements. The document outlines strategies for inbound marketers to engage sales teams, such as creating compelling content, promoting collaboration, and simplifying processes. Key metrics from successful initiatives include a 50% pipeline contribution increase and a 40% reduction in sales turnover.
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Get Sales Jazzed about Inbound Marketing
- 1. INBOUND15 Get Sales JazzedAbout Inbound Marketing Jenifer Kern VP Marketing, Celerity #SMarketingJazz@jenifer_kern
- 2. INBOUND15 If you don’tlike sales, get out of marketing. #SorryNotSorry
- 3. INBOUND15 Why do sales& marketing need each other? #SMarketingSandwich
- 4. INBOUND15 It’s all about thecontent 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Tech buyers consume an average of 14 pieces of content before making a buying decision #SMarketingSandwich #SMarketingJazz
- 5. INBOUND15 “90% of consumers go toGoogle search first…” - CIO.com #SMarketingJazz All That Jazz! Photo credit: http://bayareaplays.com
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- 7. INBOUND15 …there was anopportunistic sales team, supported by savvy entrepreneurs and 30% CAGR In the beginning (Pre-2011) #SMarketingJazz
- 8. INBOUND15 Brand fragmentation, clientdiversity + scaling challenges, sales turnover But soon there was disharmony… #SMarketingJazz
- 9. INBOUND15 Branding, content marketing,lead generation, sales alignment So Marketing was added to the repertoire #SMarketingJazz
- 10. INBOUND15 And the tune changedfor good… #SMarketingJazz ・0 to 50% pipeline contribution in 3 years ・25% increase in margins & revenues ・Explosion of net-new customer accounts (15) ・Reduced sales turnover by 40% ・Increase in CRM adoption: 5 to 75% ・Bigger deal sizes
- 11. INBOUND15 Where does anInbound Marketer start?
- 12. INBOUND15 Top Five Tunes1. Get Top Dogs Jazzed 2. Expand Sales’ Universe 3. Talk it Up 4. Find the Right Harmony 5. Make it Easy (and Fun)
- 13. INBOUND15 1 ・ Tapinto their competitive spirit ・ Focus on low-cost opportunity ・ Find your band partner Teach Execs how to sing Inbound tunes Get Top Dogs Jazzed #SMarketingJazz
- 14. INBOUND15 #SMarketingJazz 3 52Keywords onPage 1 of Google
- 15. INBOUND15 #SmarketingJazz 2 • AddInbound to Outbound • More tools, capabilities = more $ • Focus on Marketing’s mission: Sales- ready leads It’s Not a Solo Performance Expand Sales’ Universe
- 16. INBOUND15 ・Inbound leads ・Content offers ・Formsubmits ・Buyer journey ・Lead scoring ・Warm & Hot Leads ・Prospecting ・Cold calling ・Outbound emails ・Client meetings ・Customer care #ReimagineTogether
- 17. INBOUND15 #TalkItUp 3 • Findyour early adopter & champion • Communicate and over-communicate • Be authentic and transparent • Use corny slogans Now isn’t the time to be shy or humble Talk It Up
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- 20. INBOUND15 #SmarketingJazz 4 ・ Walk1,000 miles in their shoes ・ Listen to sales calls & talk to customers ・ Be creative and improvise (office move) Get in tune with Sales Find the Right Harmony
- 21. INBOUND15 Anatomy of a SalesPerson Know what makes them tick Driven to Succeed Resilient & Positive Highly Competitive Problem Solver Easily Distracted Strong Family Bonds On the Move *Read: The Art of the Sale, Philip Delves Broughton Highly Caffeinated Stepbrothers ?
- 22. INBOUND15 #MakeItCrazyEasy 5 ・ Makeit mobile friendly, esp. CRM ・ Make it easy to find everything ・ Who’s in your band? It’s Gotta be Really. Super. Easy. Make It Ridiculously Easy
- 23. INBOUND15 If you lovesales, marketing won’t get the Blues. #SMarketingJazz
- 24. INBOUND15 Go forth andcreate your boogie-woogie. #SMarketingJazz #BoogieWoogie #CoolCats
- 25. INBOUND15 Marketers can bechange agents, if you can sell your vision.
- 26. INBOUND15 Q & A Whathave you done to get Sales pumped? What are your biggest challenges/obstacles? #SMarketing
- 27. INBOUND15 Thank You Jenifer Kern VPMarketing, Celerity Share your tune @jenifer_kern LI: Jenifer (McGregor) Kern [email protected] Blogs: celerity.com/blogs/jeniferkern