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Semelhante a Has Marketing Killed the Salesman Star?
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Has Marketing Killed the Salesman Star?
- 1. Directions EMEA Has Marketing Killed the Salesman Star? Laura Farbo Christian Sega
- 2. Agenda › Evolving Buyer Behaviors › 2017 Priorities › Grow Your SEO › Create Content & Nurture › Amplify › Next Steps: Prioritize & Plan
- 4. www.agiles.com How Consumers Make Decisions 3
- 6. www.agiles.com Decision Making Journey 5 60-90% done with the evaluation process before you know they ever started Trigger Source: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
- 7. www.agiles.com Changing Buyer Habits 6 What should we do?
- 8. www.agiles.com Inbound Marketing 7 Outbound (Interruption) Cold Calling Cold Emails (spam) Interruptive Ads Marketer-Centric Inbound (Permission) SEO Blogging Attraction Customer-Centric
- 9. www.agiles.com 2017 Priorities 8 21% 28% 31% 33% 33% 41% 44% 50% 60% 66% Webinars How-To Videos Online Tools Visual Content (Infographics) Long-form (whitepapers) Interactive Content Automation Distribution Blog Content Growing SEO Source: http://blog.hubspot.com/marketing/mobile-voice-social-seo
- 10. www.agiles.com 9 1st Priority: Grow your SEO
- 12. www.agiles.com REMEMBER: Text is targeting people and not robots! 11 So write for your audience Then optimize vs.
- 13. www.agiles.com SEO: Mobile First 12 “Getting found” isn’t a new concept Being searchable is a key principle! 33% Smartphone 56% Computer/ Laptop 11% Tablet Source: http://blog.hubspot.com/marketing/mobile-voice-social-seo https://research.hubspot.com/reports/the-future-of-content-marketing
- 14. www.agiles.com SEO: Voice Search 13 Conversation meets keywords How often do you use the following voice search Functions on your phone or electronic devices? Multiple times a day Daily Weekly Monthly 10% 9% 9% 9% 4% 7% 6% 6% 4% 9% 9% 9% Siri AlexaCortana Source: https://research.hubspot.com/reports/the-future-of-content-marketing
- 15. www.agiles.com 14 2nd Priority: Blog Content
- 16. www.agiles.com 15 Content Mindset Map Content Structure Content Define Audience Content Strategy
- 17. www.agiles.com 16 Content Mindset Map Content Structure Content Define Audience Content Strategy
- 19. www.agiles.com 18 Content Mindset Map Content Structure Content Define Audience Content Strategy
- 20. www.agiles.com Structure Content with Themes 19 Content Calendar
- 21. www.agiles.com 20 Content Mindset Map Content Structure Content Define Audience Content Strategy
- 22. www.agiles.com Map Content to Buyer Journey Quality Control Food Initial Consideration Source: http://blog.hubspot.com/marketing/content-for-every-funnel-stage#sm.000002uvdtnhmefb0x0n8t5y5ewed
- 23. www.agiles.com 22 Content Mindset Map Content Structure Content Define Audience Content Strategy
- 24. www.agiles.com 23 Content Mindset Great Content is a Team Effort!
- 25. www.agiles.com Which would you choose? 24 What is Microsoft Dynamics CRM? Microsoft Dynamics CRM is our customer relationship management (CRM) solution that enables companies to market smarter, sell effectively and productively, and care everywhere. We provide social insights, business intelligence, and productivity with One Microsoft solutions. And we deliver Microsoft Dynamics CRM in the cloud, on-premises, or with a hybrid combination. What is CRM? Customer relationship management— often called CRM, CRM system, or CRM software—is a business solution that helps companies improve marketing, sales, and service engagement with their customers to drive organizational efficiency, while helping to improve customer experience. What can CRM do for my organization? CRM can help reduce costs and increase profitability by organizing and automating business processes that nurture customer relationships and satisfaction across all interactions—marketing, sales, and customer service. Great statistics: http://blog.hubspot.com/marketing/visual-content-marketing- strategy#sm.000002uvdtnhmefb0x0n8t5y5ewed
- 26. www.agiles.com 25 The brain processes visuals 60,000 x faster than it does text 3 seconds People are wired to take in visual content faster & more effectively than words. 90% of information transmitted to the brain is visual 40% of people respond better to visual information than plain text. Source: http://quicksprout.wpengine.netdna-cdn.com/wp- content/uploads/2015/03/Ultimate-Guide-to-Creating-Visually-Appealing-Content.jpg
- 28. www.agiles.com “With digital transformation on the rise, organizations must partake in the evolution of communication. We live in a digital world and social media plays an integral role in how you reach, educate, and nurture clients.” – Jason Taylor Channel Sales Manager, rFactr 27 Social Media Source: https://blogs.partner.microsoft.com/mpn/top-social-media-tips-to-connect-with-customers/?ln=en-us
- 29. www.agiles.com • World’s largest professional sales network • 450m+ members in over 200 countries • Virtual trade show full of 24/7 networking 28 7M + Australia 30M+ India 8M+ SE Asia 11M+ Canada 116M + USA 21M+ Brazil Europe 42M+ APAC 60M+ 6M + DACH 8.4 + M+ Italy 9.8M+ France 7.4M+ Spain 5.7M+ NL18M+ + UK 2M+ UAE 74M+ EMEA 4M+ S. Africa 1M+ Singapore 6M+ Nordics 1.7M+ Tip: Follow leaders in your target industries to learn their pain points and business challenges
- 30. www.agiles.com Sponsored Content 29 Publish content in a premium context of the LinkedIn feed Target the right people using accurate targeting based on their profile data Launch campaign to generate high- quality leads, raise awareness and build relationships Shape purchase decisions by publishing your relevant content straight to the LinkedIn feed
- 31. www.agiles.com Ads Target decision-makers Reserve preferred audience Unlimited A/B testing 30
- 33. www.agiles.com Keep in touch with important connections Always know the right times to reach out 32 Are your contact lists a proprietary trade secret? Think before you sync! Sync Seamlessly Sync • Email • Email Marketing Tool • Contacts • Calendar • Microsoft Dynamics CRM Source: https://www.imparture.com/uk/blog/the-value-of-syncing-your-contacts-and-calendars-with-linkedin
- 34. www.agiles.com Lost? Help is Here 33 Contact: http://www.michelenemaguire.com/linkedin-marketing-microsoft-partners
- 35. www.agiles.com Video Channels 34 • Over half of all Executives conducted a search • Younger Executives most likely to make purchase, call a vendor or respond to a B2B video ad 65% Of executives have visited a vendor’s site after watching a video 39% Have called a vendor after watching a video. Source: http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf
- 36. www.agiles.com Intel: Bringing Objects to Life 35 Tip: Accompany videos with relevant content to better resonate with audience Video: “IT Negotiator” https://vimeo.com/159101820
- 37. www.agiles.com Match Message to Medium 36 What types of work-related online videos do you watch most often on business-related websites and on YouTube? Business-related websites youTube 74 Businessnewsreports 13 64 Business insights/expert advice 19 57 Speeches, eventpresentations, paneldiscussions 23 56 Casestudies 19 54 Productreviews 27 74 Productdemonstrations 28 44 How-tocontent 24 43 Virtualtradeshows 13 42 Customertestimonials 29 Source: http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf
- 39. www.agiles.com Lead Ads 38 Tip: Facebook great place to use “gated” content Use Lead Ads to auto fill contact data Lead Ads: https://www.facebook.com/business/news/lead-ads
- 41. www.agiles.com Marketing Automation 40 Automate! Schedule posts up to months in advance Can’t be automated! Focus on 1-to-1 messaging to move them down funnel Brand Awareness Nurture & Maintain Relationships
- 42. www.agiles.com 41 Next Steps: Make a Plan & Prioritize
- 43. www.agiles.com Channel Prioritization 42 Channels for Growth: - SEO & SEM - Social Media - Content Marketing - Public Relations - Email Marketing - Online/Offline Events - Video Marketing - Referral Marketing - Business Development & Strategic Alliances - Sales Goals Consumer Habits Marketing Resources Budget & Time Track & Optimize A weak presence in any channel is worse than none at all!
- 44. 43 Make a Plan & Prioritize All good things take time to yield results Consistency and a will to affect change can do all the magic Phase 1 Determine Corporate Identity & Value Prop Internal Analysis External Analysis Establish Guidelines Basic Website & Email Provider Phase 2 Goals & KPIs SEO Optimize Website & Web Analytics Social Media Content Calendar & Blog 1x week Phase 3 Regular Content Creation Integrated CRM System DIY Videos Marketing Automation Tools Customized Campaigns
- 45. www.agiles.com Is the Salesman dead? 44
- 46. Contact Me with Questions! Laura.Farbo@agiles.de