Marcus Sheridan - How to Get Inbound Marketing Buy-in and Participation from Your Entire...

transcript

INBOUND15

HOW TO GET INBOUND MARKETING BUY-IN AND PARTICIPATION FROM YOUR ENTIRE ORGANIZATIONMarcus Sheridan

www.TheSalesLion.com

@TheSalesLion

INBOUND15

Why does

Inboundfail?

@@TheSalesLion

INBOUND15

1. Management Buy In

2. Employee Buy In

3. Lack of Content

4. Too Many Silos (Sales

Departments!!)

5. Strategy

6. Lack of Tools (can’t show ROI)

Why Companies Fail at Inbound

@TheSalesLion

INBOUND15

Everything in this

business comes

down to buy-in.

@TheSalesLion

INBOUND15

“I want you to come out

and convince everyone

that they want to be a

part of marketing…”

INBOUND15@TheSalesLio

INBOUND15

The Incredible Growth of Block Imaging

INBOUND15

“Because of Insourcing and Content

Marketing, we can account for at

least 20 million in sales we otherwise

would never have gotten.

Furthermore, today we can say it

constitutes 40% of our revenue.”

-Krista Kotrla, Block Imaging

@TheSalesLion

INBOUND15

Y’all may be sick of hearing these stories but I still get a kick out of it. I just had a

conference call with a pain management center in Arkansas. Come to find out before we

even spoke, the purchaser had printed off several of my blogs to bring to her board

meeting. It enabled her to answer questions on comparison models, budgets, what

equipment they needed etc.

She had read and seen so much of our content she said she couldn’t wait to talk to me.

She told me who my competitors were and how much they were quoting. Even when I told

her we would likely charge more, she said “but I trust you guys, I’d rather work with you”.

I realize they don’t all line up like this, but when our funnel is working at its best it’s so so

so sweet…I’m sure I could still find a way to screw up the deal but the point is, I couldn’t

be better set up to succeed.

The effort to produce the content is WORTH IT! Thank you to the stellar efforts of the

marketing team for really setting us apart.

Chris…Product Manager – C-Arms

INBOUND15

The 9 Keys of Making

Inbound a Culture

and Getting Buy In

@TheSalesLion

INBOUND15

This transparent color box is a useful option for some larger images.#1. What is Inbound(and HubSpot)?

(words matter)

@TheSalesLion

INBOUND15

This transparent color box is a useful option for some larger images.#2. Start with WHY

@TheSalesLion

INBOUND15@TheSalesLion

#3. The Inbound Workshop (and Ongoing

Training)

INBOUND15

This transparent color box is a useful option for some larger images.#4: The Content Manager (Who Owns This?)

@TheSalesLion

INBOUND15

This transparent color box is a useful option for some larger images.#5: Insourcing (Engaged Employees)

(writers, actors, talkers, questioners)

@TheSalesLion

INBOUND15

This transparent color box is a useful option for some larger images.#6: It’s About SALES…(not Marketing)

@TheSalesLion

This transparent color box is a useful option for some larger images.

#7: Make it Required (Treat it like Payroll)

INBOUND15

#8:Master the Tool (to show ROI)

@TheSalesLion

INBOUND15

#9:The CEO Really…Really…CARES

@TheSalesLion

INBOUND15

Sheinkopf

Yale Appliance

“Why aren’t we

seeing results?”

@TheSalesLion

INBOUND15

Today, Yale’s Sales

Team is *required* to

participate in the

company’s Inbound

Marketing Efforts.

@TheSalesLion

INBOUND15

Consistency

Transparency

Sheinkopf

Yale Appliance

INBOUND15

Real Numbers. Real

@TheSalesLion

INBOUND15

@TheSalesLion

INBOUND15

www.TravelingWithDad.com

@TheSalesLion

INBOUND15

Marcus1@TheSalesLion.com

www.TheSalesLion.com

Sales, Marketing, & HubSpot

Workshops, Keynotes, and

Coaching

@TheSalesLion