Inbound Sales: The Secret to Unlocking the ROI of Inbound ... · In an attempt to get sales 100% on...

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Inbound Sales: The Secret to Unlocking the ROI of Inbound Marketing

Frank Belzer

Author of Sales Shift – How Inbound marketing turned sales upside down making it more difficult and more lucrative at the same time

@fbelzer

Frank Belzer

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When ROI means RETURN ON INBOUND

More and more marketing leaders are being challenged by their CEO’s to explain and prove the financial benefits of INBOUND

WHAT IS A KEYWORD?

Why so much skepticism about IM from the C suite?

Did we always set the right expectations to ensure that we are using the same yard stick

O.P.U.D Did we simply over promise and then under deliver?

Was there just an abundance of INBOUND experts that were not really experts?

There are numerous players in any company that can sabotage even

the best of inbound efforts.

1  Sales

2  I.T.

3  Quality Control

4  Customer Service

5  The Content Creators

Sabotage

It isn’t enough to have one key player engaged with INBOUND – we need to engage the entire culture

It isn’t enough to appeal to our market with great content - we need to appeal to our prospects!

Although everyone can play a role in the success of an INBOUND

strategy – sales plays the key role when we are talking ROI.

1.  They could follow up in the wrong way

2.  They could have an attitude about the lead quality

3.  They may not be fully aligned or send a conflicting brand message

4.  They simply don’t follow up or give up too soon

Sales

The sales force of the 21st century will be different – but aren’t we already 13 years into the 21st century?

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Sales people must be able to sell Consultatively – but only 23% can or will!

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Sales people must be aligned 100% with marketing efforts – but only 21% are.

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Sales people need to build a quality relationship with future clients – only 26% do.

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We need them to utilize sales 2.0 tools - but a mere 40% see doing so as essential.

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They need to follow a process in dealing with interest – only 9% follow any kind of process

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Persistent in following up with leads - only 8% make more than 4 attempts!

In an attempt to get sales 100% on board with Inbound (usually after

the fact) we have tried:

1.  Educating them on INBOUND

2.  Getting them to Buy-In to INBOUND

3.  Responding to their requests and getting more specific with lead

quality

4.  BUT….

Sales

The secret to truly capturing an ROI involves a sales conversion

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We need sales to believe in IM and become evangelists within the organization

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What would need to happen/change in your company for that to be the case?

Can we really have synergy without changing the way sales people think

Noun The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the ….”the synergy between artist and record company”

Inbound Marketers create content

Content is shared with the market

Sales uses the content in a meaningful way

Sales provides feedback on content

based on real conversations

IM adapts to needs or interests of prospective

clients

Sales shares new content with market

Market responds favorably to new and

improved content

Sales and lead conversion increase

JUST IMAGINE A PROCESS….

IM Investment Justified - ROI

QUESTIONS?