Get Sales Jazzed About Inbound Marketing
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Jenifer Kern, Celerity's VP of Marketing, discusses the connection between Sales, Marketing and Jazz at HubSpot's INBOUND15 conference. "What's Jazz Got To Do With It?"
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Get Sales Jazzed About Inbound Marketing
- 1. INBOUND15 Get Sales Jazzed About Inbound Marketing Jenifer Kern VP Marketing, Celerity #SMarketingJazz@jenifer_kern
- 2. INBOUND15 If you don’t like sales, get out of marketing. #SorryNotSorry
- 3. INBOUND15 Marketers can be change agents, if you can sell your vision.
- 4. INBOUND15 Why do sales & marketing need each other? #SMarketingSandwich
- 5. INBOUND15 It’s all about the content 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
- 6. INBOUND15 “90% of consumers go to Google search first…” - CIO.com #SMarketingJazz All That Jazz! Photo credit: http://bayareaplays.com
- 8. INBOUND15 In the beginning (Pre-2011) …there was an opportunistic sales team, savvy entrepreneurs and 30% CAGR. #SMarketingJazz
- 9. INBOUND15 But soon there was disharmony… Brand fragmentation, client diversity & scaling issues, sales turnover #SMarketingJazz
- 10. INBOUND15 So Marketing was added to the repertoire #SMarketingJazz Branding, content marketing, lead generation, sales alignment
- 11. INBOUND15 And the tune changed for good… #SMarketingJazz ・0 to 50% pipeline contribution in 3 years ・25% increase in margins & revenues ・Explosion of net-new customer accounts ・Reduced sales turnover by 40% ・Increase in CRM adoption: 5 to 75% ・Bigger deal sizes
- 12. INBOUND15 Where does an Inbound Marketer start?
- 13. INBOUND15 Top Five Tunes 1. Get Top Dogs Jazzed 2. Expand Sales’ Universe 3. Talk it Up 4. Find the Right Harmony 5. Make it Easy (and Fun)
- 14. INBOUND15 1 ・ Tap into their competitive spirit ・ Focus on low-cost opportunities ・ Assemble your band leaders Teach Execs how to sing Inbound tunes Get Top Dogs Jazzed #SMarketingJazz
- 15. INBOUND15 #SMarketingJazz 3 52Keywords on Page 1 of Google
- 16. INBOUND15 #SMarketingJazz 2 • Focus on Marketing’s mission: Sales- ready leads • Add Inbound to Outbound • More tools, warmer leads = More $$$ It’s Not a Solo Performance Expand Sales’ Universe
- 17. INBOUND15 ・Inbound leads ・Content offers ・Form submits ・Buyer journey ・Lead scoring ・Warm & Hot Leads ・Prospecting ・Cold calling ・Outbound emails ・Client meetings ・Customer care #SMarketingJazz
- 18. INBOUND15 #TalkItUp 3 • Communicate then over- communicate • Find your early adopter & champion • Be transparent and imperfect Now isn’t the time to be shy or humble Talk It Up
- 19. INBOUND15 Don’t be afraid to embrace corny slogans!
- 20. INBOUND15
- 21. INBOUND15 #SMarketingJazz 4 ・ Walk 1,000 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
- 22. INBOUND15 Anatomy of a Sales Person Know what makes them tick Driven to Succeed Resilient & Positive Competitive Problem Solver Easily Distracted Strong Family Bonds On the Move *Read: The Art of the Sale, Philip Delves Broughton Highly Caffeinated
- 23. INBOUND15 #MakeItCrazyEasy 5 ・ Make it mobile friendly ・ Reports/dashboards ・ Sidekick It’s Gotta be Really. Super. Easy. Make It Ridiculously Easy
- 24. INBOUND15 If you love sales, marketing won’t get the Blues. #SMarketingJazz
- 25. INBOUND15 Go forth and create your boogie-woogie. #SMarketingJazz #BoogieWoogie #CoolC ats
- 26. INBOUND15 Q & A What do you do to get Sales jazzed? What are your biggest challenges/obstacles? #SMarketingJazz
- 27. INBOUND15 Thank You Jenifer Kern VP Marketing, Celerity Share your tune @jenifer_kern LI: Jenifer (McGregor) Kern jkern@celerity.com Blogs: celerity.com/blogs/jeniferkern
Notas do Editor
- Today talk about how to work w/Sales to get them really excited “JAZZED” about Inbound/Outbound. Start with (1) big ideas/trends, (2) share my story building MKTG @ Celerity, (3) focus on 5 way to get them Jazzed. - Using Jazz metaphors b/c it works well – Jazz is about fluidity of leadership/players– it’s AGILE -- it’s as much about listening as playing your instrument – what is the music at this moment is missing that I can provide? React in real time (Think of Mktg + Sales as a Jazz Band.
- Candidate Story goes here…. Here’s the deal…. 20 years ago, Mktg = brochures, flyers, mugs/swag, comms plans, branding & advertising. Today Mktg is so much more -- revenue generator & growth driver for the business. Dramatic transformation in our industry due to technology, it’s almost unrecognizable. To distinguish yourself and your team (catapult career) you need to respect, love, appreciate, and truly understand Sales.
- If you can learn to love and embrace SALES you’ll be poised to soar Mktrs need to SELL programs, tools, investments to Sales & Leaders Bright future in Marketing Junior candidates that get the power of Smarketing are most likely to be our next Marketing Leaders, CMOs, etc
- We own the Customer/Prospecting data + CONTENT– need to get that to sales efficiently/quickly (establishes credibility for Sales before contacting lead) Sales gets real-time feedback from customers on Content/Leads; helping to shape the right message For both marketing and sales to be successful in Dig Economy : need each other – the perfect complement (PJ alone is ok/….together great) Marketing is now about Sales; and Sales is about Mktg Who wants a jelly sandwich?!
- We own Content - 75% of buying process done online; engage with Mktg content before talking to Sales - Typical buyer is at 8-10 pieces - The BUYER is in control of the Sales Process – Engaging with Marketing Content - Sales process is dependent on ENGAGING CONTENT & BRANDS
- This is WHY INBOUND MATTERS Incoming calls are rare today. Getting found via Google is ‘All that Jazz” (cost effective, fast, more-targeted)
- Brand fragmentation, client diversity + scaling challenges, sales turnover No leads from Marketing Difficulty scaling Sales teams with relationship selling Territorial reps
- In 4 years went from zero lead gen to driving 50% of pipeline from inbound/outbound marketing Branding, content marketing, lead generation, sales alignment
- Sales success no longer relies on 100% relationship selling, working their network. Less sales turnover – Sales people have so many more tools to be successful…
- There are so many ways that Marketers can engage with Sales So many TOOLS available to us
- 1. Once your CEO is on board….CEO is most aggressive Sales person in the company Find your Rob Smith -- VPs of Sales – get them bought in to Inbound concepts.
- In less than one year we’ve increased our SEO from 3 to 52 words on Page 1 of Google
- Sales has changed too (new song sheet) >> Used to be all about cold calling, telemarketing, direct mail Marketing is here to make their job easier >> Bring Sales warmer leads, So they can make more money Educate Sales on increasing number of tools available when work with marketing
- Sales has a new song sheet
- -- Communication strategies: Weekly sales meetings/ 1-on1s; Email campaign; Lead Gen launches; happy hours; SOCIAL MEDIA -- Realize it’s never perfect … ask for Feedback and Fall on your sword -- SLOGANS: One team, one dream ; cold call Friday; good talk Russ Highlight shared success and lead history
- To Know is to Love Keep it Fresh, Fun and Roll in Real Time Marketers – GET OUT FROM BEHIND YOUR DESKS!
- Mktrs are about PERSONAS – sketch one out for Sales To Know is To Love and appreciate SALES IS HARD: Great selling is an art that demands creativity, mindfulness, selflessness, and resilience; but anyone who says you can become a great salesperson in 15 minutes is either a charlatan or a fool. -Even though sales is the engine of commerce and industry—it remains shrouded in myth. -More Americans work in sales than in manufacturing, marketing
- Some ways we make it really easy: Work with our Sales Ops Manager Documents repository in CRM Hot leads dashboard Customized reports Emails with links to leads, landing pages, reports Sidekick
- You have tons of musicians ready to join your band!