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MASTER THE ART OF
CONTEXT CONTENT ALIGNMENT
1 CONTEXT: Social Selling.
Leveraging your social brand to fill your pipeline with the right
people, insights and relationships.
Establish a professional presence on LinkedIn with a complete profile
Create a professional brand
Prospect efficiently with powerful search and research capabilitiesFind the right people
Discover and share valuable information to initiate or maintain a relationshipEngage with insights
Expand your network to reach prospects and those who can introduce you to prospects
Build strong relationships
Create a Professional BrandAdd a photo, experience and skills that showcase the brand of YOU
5
Find the Right PeopleBuild trusted relationships who can support your professional objectives
7
Engage With InsightsShare ideas through status updates, and participate in groups
What do you need to be successful?
2 CONTENT: Marketing & Sales.
“Sales and marketing must have a unified picture of the funnel.”
”“@TheSalesLion
Great content is the best sales tool in the world.
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life
easier• Learn inbound marketing best practices• Easier reporting to sales and CEO
Alignment Across Funnel
Leads Generate the right Traffic and Leads
PipelineConvert a higher rate into opportunities
SalesMore happy, successful customers
Traffic
Collaborate with Sales
Leads
Pipeline
Sales
Traffic
Work with sales to understand they content they need.
JOIN THE CONVERSATION
What’s your customers top 30 FAQ questions?
Use them to create your content machine !
1Ebook w/ LP / Month
CREATE A CONTENT ENGINE
1Ebook w/ LP / Month
CREATE A CONTENT ENGINE
4Blog Posts / Month
1Ebook w/ LP / Month
CREATE A CONTENT ENGINE
4Blog Posts / Month
8FB Posts / Month
1Ebook w/ LP / Month
CREATE A CONTENT ENGINE
4Blog Posts / Month
8FB Posts / Month
16Tweets / Month
Sales are a great source of content ideas.
3 Marketing & Sales Alignment.
DEFINE A SERVICE LEVEL AGREEMENT
Track the # of Marketing Qualified Leads
Track progress on these same marketing
qualified events.
Figure out your SLA
€Demo
€Trial
€Contact Sales
€IMA
Define Key Metrics
Leads
The # of new leads you bring in.
Pipeline
The # of leads you qualify for sales follow-up.
Sales
The number of leads who convert into customers.
Identify the metrics essential for sales & marketing success
Define Key Metrics
OWNED BY MARKETING
Marketing are Empowered
60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
a. Visits per channel
b. Leads per channel
c. Visit-to-lead ratio per channel
d. Lead-to-customer ratio per channel
Track Leads Across Different Sources
Workable New Leads Dashboard
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Leads Followed Up & Forecast
www.b2bmarketing.net
Frequent Public Transparent
Marketing Shared Dashboards
www.b2bmarketing.net
OWNED BY MARKETING
OWNED BY SALES
The Handoff Point
www.b2bmarketing.net
Examples of Marketing Qualified Leads:
Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK.
A contact at a company in the UK who filled out the form to request a sales demo or started a trial.
A contact at a company whose role makes him/her a decision maker, e.g. Director.
www.b2bmarketing.net
Examples of Sales Qualified Leads:
Is the contact a primary decision maker?
Do they have a defined project?
Do they have a budget?
Do they have a defined time frame?
Sales Converts Opportunities into Customers
OWNED BY SALES
Track # of New Customers Generated
Ensure that your marketing efforts
are bringing in new customers
