How to get your Sales teams bought into Inbound, and Outbound, lead gen. 5 Best Practices for linking sales to marketing for life.

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Get Sales Jazzed About
Inbound Marketing
Jenifer Kern
VP Marketing, Celerity
#SMarketingJazz@jenifer_kern

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If you don’t like sales,
get out of marketing.
#SorryNotSorry

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Why do sales & marketing need each other?
#SMarketingSandwich

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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
#SMarketingSandwich #SMarketingJazz

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“90% of
consumers go
to Google
search first…”
- CIO.com
#SMarketingJazz
All That Jazz!
Photo credit: http://bayareaplays.com

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A quick story…
#SMarketingJazz

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…there was an opportunistic sales team,
supported by savvy entrepreneurs and 30% CAGR
In the beginning (Pre-2011)
#SMarketingJazz

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Brand fragmentation, client diversity + scaling challenges, sales turnover
But soon there was disharmony…
#SMarketingJazz

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Branding, content marketing, lead generation,
sales alignment
So Marketing was added to the repertoire
#SMarketingJazz

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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 (15)
・Reduced sales turnover by 40%
・Increase in CRM adoption: 5 to 75%
・Bigger deal sizes

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Where does an Inbound Marketer start?

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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)

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1 ・ Tap into their competitive spirit
・ Focus on low-cost opportunity
・ Find your band partner
Teach Execs how to sing
Inbound tunes
Get Top Dogs Jazzed
#SMarketingJazz

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#SMarketingJazz
3 52Keywords on Page 1 of Google

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#SmarketingJazz
2 • Add Inbound to Outbound
• More tools, capabilities = more $
• Focus on Marketing’s mission: Sales-
ready leads
It’s Not a Solo Performance
Expand Sales’ Universe

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・Inbound leads
・Content offers
・Form submits
・Buyer journey
・Lead scoring
・Warm & Hot Leads
・Prospecting
・Cold calling
・Outbound emails
・Client meetings
・Customer care
#ReimagineTogether

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#TalkItUp
3 • Find your 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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#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

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Anatomy of a
Sales Person
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
?

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#MakeItCrazyEasy
5 ・ Make it 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

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If you love sales,
marketing won’t get the Blues.
#SMarketingJazz

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Go forth and create your boogie-woogie.
#SMarketingJazz #BoogieWoogie #CoolCats

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Marketers can be change agents,
if you can sell your vision.

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Q & A
What have you done to get Sales pumped?
What are your biggest challenges/obstacles?
#SMarketing

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Thank You
Jenifer Kern
VP Marketing, Celerity
Share your tune
@jenifer_kern
LI: Jenifer (McGregor) Kern
jkern@celerity.com
Blogs: celerity.com/blogs/jeniferkern