Webinar How the ‘Inbound World’ has Changed Marketing and Sales

© 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
Neal Cranna
Director of Marketing
Maximizer CRM
ncranna@maximzier.com
@nealcranna

Agenda
• Understanding the Inbound Shift
• The new sales reality
• Shifting to Inbound Marketing
• Overview of the Maximizer: Hubspot Connector

Today’s Speaker
Neal Cranna
Maximizer CRM
Marketing Director

The Shift….
Customers & Prospects.
Sales Professionals.
Marketing Strategy
A new Inbound reality

Changes in Consumer Attention
vs
THEN. NOW.

You don’t find customers anymore.
They find you.

The customer is in control.

What buyers DO NOT want from You
• To be treated like a number everyone else
• To hear you claim the technical superiority
or benefits of your product/service
• To have you withhold information
• To not be in control of the conversation
• Be forced into your sales process

Sales needs to change, too.
Consumer behavior has
changed…

The Sales Shift
• Directed the sales
discussion
• Set the timelines
• Used our process
• Shared the information we
wanted to share
• Focused on getting to the
ultimate decision maker
only
• Customers started the discussion
• Prospects selected their area of
interest
• Customers have their own
timeline
• Customers have there own
buying process
• Have already gathered
information and options

What buyers DO want from You
• Someone to help fill in the pieces
• Someone to ask them the right questions
• Someone to make them feel important
• Someone that builds a true business relationship
• Someone that isn’t scared to offer advice and
challenge assumptions

Shifts in sales behavior
• Excel at building relationships early in buying
process
• Engaging the prospect by adding value
• Context and Content
• Quality of engagement will impact lead conversion
to sales opportunity
• Email exchanges and calls need to be better
• Buyers are more demanding and need engagement

Shift to ‘consultative’ selling
• Listen more than they talk
• Know how to ask great questions
• Become the value that the prospect cannot get
anywhere else
• Create a “comfort level” for the prospect that
enables them to make a decision

CHANGE SALES IMPACT
The end of EXTRA cold calling No more SPAM emails and list calling
Inbound prospects are “in the know” Sales reps will spend less time talking
about the product and your company
Prospects need solutions Sales reps will spend more time solving
problems
Inbound leads typically come in further
down the decision path
Engage top level leads sooner.
The questions asked are more specific Sales reps must be very familiar with
both PROBLEMS and your
product/solution
Increased amount of background can
be gathered on a lead. Social and
analytics.
Sales reps will be able to see detailed
information and get real time
notifications of actions taken

Boring Definition
Inbound Marketing is a
holistic, data-driven approach
to marketing that ATTRACTS
individuals to your brand and
CONVERTS them into lasting
customers.

Don’t interrupt
what people want
to consume.

Be what they
want to consume.

Inbound Marketing Methodology
Analyze
Get
Customers
Get Traffic
Get Leads

Building Compelling Content
Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

Answer questions and
guide the journey.

Content in Context
By publishing the right content in the right place at the right
time, your marketing becomes relevant and helpful to your
customers, not interruptive.

Inbound Components

Lower Cost of Inbound

Example in action.
• US. Insurance blogger
FireRock manufactures high quality pre-engineered masonry
products, including indoor and outdoor fireplaces, chimneys,
outdoor ovens, and firepits.
Depended on direct mail, catalogues and print advertising

The Inbound World: Where to Start?
1) Create Buyer Persona(s)
• ‘Real’ profiles of who makes the best customer
2) Start defining the questions
• Imagine being a fly on your prospects wall
• What are they trying to solve? What would add value?
3) Start creating content and engage
• Answer your prospects questions
• Add value to there selection process >> Remember the first 60%
4) Define a delivery platform
• This has never been more affordable
• Blog – Web – Social
Technology?

All-in-One
Inbound
Marketing
SAAS

A common story

Begins with the online journey

Increased Lead Quality

More engaging conversations

Shortened sales cycles

Amplify Marketing Efforts

Maximizer Case Study - Hubspot
• Amplify marketing efforts with flat
budget
• Expand presence in competitive
segment
• Increase inbound leads quality
• Accelerate efforts with smaller team

Tracking Results
Inbound Web Metrics
• 13% increase in traffic,
• 20% increase in Unique visitors
• 19.2% increase in page per visit
Blog Visits
• Monthly growth – 175 visits to 2500
• 73% NEW Visitors
• 400 lead conversions after a blog visit

Tracking Results
Lead Quality
• Invalid leads down - 73%,
• Sales lead retention up - 52%
Cost/Time Savings
• Marketing Headcount – Down 33%
• Metrics Admin – Saving 16 hrs. per month

Standard Connector Features
 Faster lead follow up
with engaged
prospect. Improved
close rates.
 Marketing can track
ROI on programs that
create the most
customers.
 Sync the right leads
and contacts in either
direction

Standard Connector Features
 Shorten sales cycles
and increase close
rates by engaging
prospects at the right
time.
 Increased sales
efficiency, faster sales
cycles and improved
close rates.
 Marketing can focus
resources on activities
that generate the best
results.

Neal Cranna
ncranna@maximizer.com
@nealcranna
Ready to chat with Maximizer and
Hubspot?
http://www.maximizer.com/hubspot-inbound/

Opportunity is Won
in Maximizer

Webinar How the ‘Inbound World’ has Changed Marketing and Sales

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