A quick presentation for startup teams willing to experiment with new marketing tools. Teams who are trying to sell to B2B need to implement scalable ways to sell to their clients. Inbound Marketing is entirely based on content creation and allows team to create a process to generate more qualified leads. In this presentation you'll find some explanation on how to implement inbound quickly and what are the needs for your team. My name is Aziz Morsly - you can contact me @azizmorsly

1. INBOUND
MARKETING
Aziz Morsly

2. Hello!
My name is Aziz Morsly and I’m an
experienced General Manager with a
strong commercial focus.
I founded and worked with different
startups and technology companies in
London, Paris and Lisbon.
Get in touch on Twitter!
@azizmorsly

3. INTRO

4. SHOULD YOU PIVOT?
This question is fundamental in the life of a startup trying to
find the right marketing / sales channel
You often hear team members saying:
- We struggled to identify our users pain
- The level of converted clients is ~1%
- This methodology can’t scale in this market
-> How to increase the number of leads with an urgent pain?

5. Inbound marketing is about using marketing to bring potential customers to
you, rather than having your marketing efforts fight for their attention.
Sharing is caring and inbound marketing is about
creating and sharing content with the world.
By creating content specifically designed to appeal to your dream customers,
inbound attracts qualified prospects to your business
and keeps them coming back for more.

6. ADVANTAGES OF INBOUND?
Inbound Marketing could help you generates more qualified
leads and analyse the funnel to better match your offer.
● Leads with a specific pain to solve
● Leads experiencing a sort of urgency
● Brand awareness
● Multi-channel
● Metrics driven
● Scalable

7. LIMITS OF INBOUND?
However Inbound Marketing requires the right mix of
marketing and sales and relies on content at its core.
● Create content constantly
● Find the right formula from Marketing to Sales
● Phone intensive
● Slow implementation / results

8. CONTENT

9. CONTENT AS A CORE ASSET
CONTENT
Social Media
SEO
Paid Ads
LEADS
CLIENTS
Emails Phone Demo
Analytics
Analytics
Analytics

10. TYPES OF CONTENT
There are different types of content to consider and they
should all follow these 3 rules:
● How to help the buyer understands better her problem
● What are the solutions to solve her problem
● Which solution to choose to solve her problem
Study Cases Clients Fbck Technology Verticals
Interviews Trends Stats

11. CONTENT PACKAGING
There a different ways to package this content. The key point
is to repackage the content multiple times and post it over a
long period (one month) to maintain a constant flow of
(apparent) new content. For example, an eBook could
generate multiple Blog Posts or Social Media Posts.
eBooks Blog Posts Videos Podcasts
S. Media Posts Articles Infographics

12. CONTENT DISTRIBUTION
Inbound strategy is by definition multi-channels. This means
that content should be leveraged across channels and that all
channels should be used to direct buyers towards your
solutions.
Your Blog Social Media Google Rank. PR
Other Blogs Paid Ads Newsletter

13. CONTENT PRODUCTION
The most important aspect of the content creation is to be
able to produce quality content repeatedly and regularly.
If you don’t have internal resources to do so and no one is
dedicated to writing. Your solutions are:
- Freelance writer
- Intern (eg. student in journalism)
- Your sales/marketing person + others in the team
TEAM

14. CHANNELS

15. YOUR BLOG
You should centralise all your content effort on your blog.
Using Medium API for your blog could leverage this platform
for more virality and authority but will impact SEO.

16. SOCIAL MEDIA
Every content you produce should be multi posted across
your different social media with the goal of reaching your
audience and increase your following to get more authority.
However Social Media work in both sense, you should follow
opinion leaders that your audience like and share relevant
outsider content (Rule of Thumb: ⅓ us versus ⅔ others)

17. GOOGLE RANKING (SEO)
SEO is impacted by the quality of the content you are
producing. The more people are linking to your content the
higher you will rank.
You should focus on building content around the tail
(“Creating mobile apps for the hotel industry”) to rank high on
these keywords and attract qualified users / clients.

18. PR
Public Relations will help establish brand awareness and
authority. You should seek to establish links with prominent
magazines, online publications and journalists in your
eco-system to get regular features and mentions.

19. EXTERNAL BLOGS
You should use external blogs / platforms who already have
authority for your audience as a way to convey your solutions.
Different actions should be taken such as reaching out to the
blogger to see how you can help her, comment on her posts
(sharing too), ask to write one post on her blog etc...

20. Paid Ads
You should promote your content as much as possible
including paid advertisement.
These ads should redirect towards content that help the
buyer in its current journey.
Platforms to evaluate and to test: Google ads, Linkedin Ads
and Facebook Ads.

21. Newsletter
Newsletter have always demonstrated some effectiveness,
you should keep the basis and and scale.
This means having a ‘subscribe’ button on your site, using an
online marketing tool, measuring open rates, click rates etc…

22. CHANNELS MANAGEMENT
The most important aspect of the channels is to manage them
on a daily basis. Different tools can help to schedule posts but
someone should be in charge of managing the different
accounts.
Solutions?
● Freelancer
● Marketing or Sales
● Other?
TEAM

23. BUYERS

24. BUYERS PERSONA
Until now you might struggle to categorise your buyers but
you can probably narrow down 3 categories for example:
ENTERPRISE
SME
FREELANCER

25. BUYERS JOURNEY
The buyer will follow different steps before making her final
decision. Your role is to help her better understand her
problem, what are the different solutions available and help
her select YOU as her partner / solution
Problem
Education
Solution
Research
Solution
Selection

26. BUYERS MATRIX
ENTERPRISE
SME
FREELANCER
Problem
Education
Problem
Education
Problem
Education
Solution
Research
Solution
Research
Solution
Research
Solution
Selection
Solution
Selection
Solution
Selection

27. HOW TO USE THIS MATRIX?
Enterprises represent potential large sources of recurring
revenues - you should have sales talking to them early in the
process (Problem Education)
SMEs need more information to understand exactly their
problem. Sales should help them later in the pipe and support
the Solution Research
Freelancers are looking for tons of information and are on a
budget. Sales should enter late in the process (Selection)

28. REFINE THE BUYER PERSONA
You should refine each buyer persona to get to the right level
of the journey.
For example
● Entreprise could be broken down into
Technology / FMCG / Financial Services
● SME could be broken down into
Local / National or through different verticals.

29. PROBLEM
EDUCATION
A buyer in a problem education state is
looking for general information around
an issue her organisation has found. It is
still not well defined and she is looking
to understand all the angles.
She’ll be looking for content such as:
“Understand impact of digital on the
industry” or “Design Innovation in
organisations”
She will be mainly reading content and
downloading content
SOLUTION
RESEARCH
A buyer in a solution research state has
already a clear understanding of what
she is trying to solve and is looking for
the different options in the market to
achieve her goal.
She’ll be looking at content such as:
“Difference between Native or React
Native” or “ How client X has launch its
app in few weeks”
She will be reading content and will ask
questions (or FAQ)
SOLUTION
SELECTION
A buyer is a solution selection state has
already all the necessary information
and needs now to compare the
different providers through different
criteria.
She’ll be looking at content such as:
“ How we helped client x increase its
sales” or “How we helped client Y cut
development time by two”
She will be asking pricing information,
and referrals from other clients.
THE DIFFERENT STATES

30. INSIDE SALES

31. INSIDE VS. OUTSIDE SALES
In a normal outbound strategy, the sales function consists on
developing leads from a predefined list. The sales will thus
need to cold call (phone or email) different potential leads and
identify if they have a needs and how you can solve it.
Inbound marketing works at the opposite. The marketing
filters the leads and deliver qualified leads to the inside sales.
The sales will have to contact the referred leads to make sure
to help them in their journey.

32. ROLE OF THE INSIDE SALES
The inside sales is here to work the leads that the marketing
has sent over. This means getting in touch with the lead,
evaluate her needs, help her move up in her journey,
understand the urgency of the situation, the budget, the
decision making unit and close the sales.
To achieve this he will need to use multiple calls, emails, set up
meetings when necessary and send quotes and RFPs

33. BUYER DECISION PROCESS
Each buyer has a decision making unit process, it is the role of
the inside sales to understand who are the decision makers
and what type of information they need to make their
decision
Eg. The operational person might need to understand how the
technical work will be done while the budget manager will
need to understand how it will be billed.

34. QUALIFYING LEADS
In outside sales we use a method called BANT
(Budget-Authority-Need-Timing) and I usually use a simpler
version called AN (Authority and Need) where the focus is on
finding the need of the lead while trying to assess if the
contact has the decision power.
With inside sales this methodology is not efficient enough as
some leads are left apart while others with low potential are
transferred from marketing.

35. GPCT
GPCT (Goal-Plan-Challenge-Timing) has been used by
companies like HubSpot to qualify leads.
The Sales should first try to understand the Goal of the lead
(eg. “increase usage of our service by 20%”). Then discuss the
plan to achieve these goals (eg. “building an app”).
When these two components are validated, the lead should be
able to assess the different challenges (“we don’t have a
mobile team”) and the timing (“in Q1 2017”)

36. INSIDE SALES MANAGEMENT
Your current organisation should pivot if you don’t have the
right skills or resources.
It is important to keep the right pace to answer as quickly as
possible to qualified leads. Solutions?
● Sales person
● Founder
● Other?
TEAM

37. KPIs & METRICS

38. MEASURE EVERYTHING
Inbound Marketing is metrics-driven: you build an engine and
refine it through experimentations and analysis. For example:
Visitor
/ page
eBooks
Download
Suscribe
Newslette
Open
Rates
Nb of Ask
More Info
Nb of
Likes
Nb of
Coms
Value of £
generated
Churn
Rate
Nb of
leads
...

39. SET KPIs
It is important to set objectives aligned with the desired
growth of the business.
- How many leads per month should you transfer from
marketing to sales?
- What average revenue you should target for each buyer
persona?

40. REFINE THE ENGINE
Each new month should be the opportunity to refine the
engine.
From analysing the matrix funnel, to analysing the click
conversion on specific content or improving client conversion
from the inside sales.

41. TOOLS

42. TWO APPROACHES
All In One
You can choose the Hubspot
approach where all the tools
are combined together.
Pros: simple and automation
Cons: costly and not flexible
Multiple
You can choose the lean
approach where you will use
different tools
Pros: cheap and flexible
Cons: missing information
and setup time
All In One Multiple

43. THE BASICS
There are key tools that you will need to include in your
strategy.
CRM
Social Media
automation
Blog
Email
automation
Web
Analytics
Landing
Page / Form
SEO
Optimiser

44. HUBSPOT
MARKETING SOFTWARE SALES SOFTWARE CRM

45. MULTIPLE SOLUTIONS (EXAMPLE)

46. THX :)
Aziz Morsly ---------> Twitter: @azizmorsly