This document discusses how sales representatives can maximize leads through inbound marketing strategies like websites, social media, and CRM tools. It recommends that reps blog frequently on their websites to generate traffic and leads, use more real estate on their websites to drive conversions, and make their websites mobile-friendly and integrated with CRMs. The document also suggests using social media like LinkedIn and Twitter to engage customers and promote company content. It emphasizes setting up buyer personas and following the buyer's journey to implement an inbound marketing methodology. Finally, it states that CRMs can empower sales reps by providing tools to track engagement and automate communications with leads.
5. 1000s of blogs/landing pages
written/published
100s of content offers created and
published
10,000s social media posts published
100,000s emails created and sent
100s of LEADS GENERATED
WE KNOW YOUR INDUSTRY
6. AGENDA
THE NEW SALES PLAYBOOK
WEBSITE ‘MUST HAVES’
WHAT IS INBOUND MARKETING
MAKING THE MOST OF SOCIAL
WHY USE A CRM
11. ASK YOURSELF THESE QUESTIONS:
DO YOU KNOW:
• Monthly website visits?
• Monthly new contacts/leads you generate?
• The number of conversions per month?
• The number of sales qualified leads per month?
• The number of new customers per month?
• The number of new candidates you recruited through
your website?
18. BLOG, BLOG, BLOG
Why Blog?
• Increases overall traffic
- SEO
• Educates your Buyers
• Content can be shared
via email and social
• Leads to conversions
(LEADS)
28. HOW TO CREATE PERSONAS
Talk to sales
Interview your current customers
Research your current customers
Look at data
1
2
3
4
FREE RESOURCE:
http://success.tmcdigitalmedia.com/how-to-create-foodservice-equipment-buyer-personas-guide
32. WHY BE ON SOCIAL
• High Visit-to-Contact
Conversion Rates
• Delight Your
Customers
• Back-sell to Factories
• Keep your Brand(s)
Top of Mind
• Focus On The ’BIG 4’
33. WHAT TO DO - GET SOCIAL
• Create personal AND
company profiles (with
a PHOTO)
• Build your brand –
company and personal
• Use a Publishing Tool
• Dedicate 30 mins per
week
• Twitter and LinkedIn
34. MAKE IT EASY - GET SOCIAL
Use Publishing Tools
HubSpot
Hootsuite
SproutSocial
Promote Content
From Your Website
You’re an industry
leader, right? Then
lead. Educate.
37. WHAT IS A CRM
Custom Relationship Manager
Tracks every interaction with
current and future customers
Contact Information
Phone Calls
Log Emails
Social Media Feeds
Deals
Lifecycle Stages of a Lead
FORECAST REVENUE
39. WHY - CRM
Empower Sales People
Does your sales team have a clear process for whom to
call and when? If not, you might want a CRM that gives
them insight into which prospects are most engaged.
Does your company work on large B2B deals that require
you to interact with many people inside one
organization? You might want a CRM that can easily pull
and organize someone's data based on the company they
work for.
How do you primarily interact with leads: by phone, email,
social media, or a combination? You should find out how
different CRMs could make prospect interaction easy for
reps.
40. WHY - CRM
Empower Sales People
Sales Intel
• Track email opens and clicks
• Track when buyers are on your website
• See profiles right in Outlook or Gmail
• Schedule emails and use templates for
best response rates
41. WHY - CRM
Empower Sales People
Gmail Integration (COLLABORATION)
CRM Integration (INTEL)
- see most recent engagements
- view Tweets
Use Templates (QUICK & EFFECTIVE)
Schedule Emails (ALL ABOUT TIMING)
Content is KING
It’s so important these days to create valuable and engaging information for ALL BUYER PERSONAS. Explain this.
Blogging, Case Studies, Success Stories, etc. Research Research Research.
3.5 Billion searches conducted on Google EVERY DAY!
What did you Google already this morning?
Search engines, blogging & other Internet trends are fundamentally transforming the way people & businesses purchase products, verses traditional methods like …
Check out this link: http://www.internetlivestats.com/google-search-statistics/
Don’t interrupt – attract!
We know there is a better way, focusing on the people.
Start with Inbound Marketing. (not the end all be all)
Creative side, emotional side of the brain.
FACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them.
When we buy something, we go through these stages. Think about the last time you bought something.
AWARENESS – you recognize pain, symptoms and start asking around and searching the web for high level answers.
CONSIDERATION – a buyer is actually considering solutions to their problem. Perlick vs Chill-Rite 32, Alto-Shaam vs Winston, Rep vs Rep.
DECISION – they are ready for a demo, a quote, a consultation, etc.
This is how marketing thinks of TOFU/MOFU/BOFU
how are current and future customers going to find you?
what content paths make the most sense for particular buyer personas
the timing of the content based on where they are in their buyer’s journey
[Pause longer than normal]
Think about WHY you have a website. If you think it’s just to attract new manufacturers today, you are missing out on the bigger picture.
More than just showing off line cards.
HTML – had to ask your IT/web developer to make a change - how long did that take? Gone are those days. You should be empowered to make content updates yourself.
We will get into each of these deeper.
Blog blog blog!
Having a B2B website without a blog is like having a car without an engine.
79% of websites with a blog have seen leads that generate into revenue – ROI.
Have you guys blogged before?
What’s a Blog? Web page with relevant content for your customers, educate them, keep them wanting more. Not to mention it’s critical for Search Engine Optimization – so you get found!
#1 driver of new qualified traffic – the more remarkable content you have out there, the more visitors you’ll get to your website. Simple as that.
The more you blog, the more content is on the web to be found by your Buyers. Bring them in.
But also reach out to your contacts via email and social promoting this educational content.
Always have a CTA that leads to a Landing Page - an offer where someone can convert.
Who can blog? Anyone, sales people, chefs, leadership – take time to write, and share it with the world
It’s simple. Bigger IS Better.
Full Screen Designs
It’s simple. Bigger IS Better.
Full Screen Designs
So you’re blogging. Great. But what good is the blog if you don’t have Offers and forms – a way for visitors to self-identify. Track intel. Track their journey and interests.
Do you know how many visitors that come to your site are using mobile devices?
Reps we’ve been working with see over 20% of their website traffic coming from mobile.
If not mobile friendly, visitors will bounce.
Emails you send will not get opened, read, and if they click on a link to your site and can't view it on their phone, they will move on to the next email.
If you are starting out, use the tools that are free to you. GA, MailChimp, social platforms analytics, and Leadin.
But if you are ready to tie it all together and provide sales the most marketing intel and the most sales ready leads, use a marketing automation tool like HubSpot.
How many of you have actually written down and mapped out what your ideal customers look like?
Not sure what your target persona is?
Think about the question – if the ideal prospect called right now or walked through the door, who would that person be?
You can do research your existing customer base, talk to sales, interview current customers, and even use lead intelligence data to try to put this picture together.
Who else in your organization can you talk to to help?
REMEMBER THIS SLIDE FROM EARLIER?
When we buy something, we go through these stages. Think about the last time you bought something.
AWARENESS – you recognize pain, symptoms and start asking around and searching the web for high level answers.
CONSIDERATION – a buyer is actually considering solutions to their problem. Perlick vs Chill-Rite 32, Alto-Shaam vs Winston, Rep vs Rep.
DECISION – they are ready for a demo, a quote, a consultation, etc.
ACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them.
FACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them.
Drive quality traffic that converts.
But you MUST have REMARKABLE content to share.
Drive quality traffic that converts.
Drive quality traffic that converts.
Drive quality traffic that converts.
Who knows what this is? (rhetorical)
Show of hands: who really LOVES working with spreadsheets?
Manual process. It sucks. Time consuming.
Who can tell me what this is?
Show of hands: who really LOVES working with spreadsheets?
Manual process. It sucks.
Show of hands: would it be helpful to know exactly when your dealer, or end-user, is opening your emails and clicking on your documents/links?
Would it be helpful to know when that QSR’s food & bev manager is on your site looking at ways to increase the efficiencies of their kitchens?
What if you had a way to schedule well thought out emails in a workflow to those leads you get from your factories after NAFEM or NRA? Because what happens today? You call them. You email them. No response and you’re on to the next one.
Show of hands: would it be helpful to know exactly when your dealer, or end-user, is opening your emails and clicking on your documents/links?
Would it be helpful to know when that QSR’s food & bev manager is on your site looking at ways to increase the efficiencies of their kitchens?
What if you had a way to schedule well thought out emails in a workflow to those leads you get from your factories after NAFEM or NRA? Because what happens today? You call them. You email them. No response and you’re on to the next one.