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1 How to Create a Website that SELLS #SiteSell ing Jill Konrath

How to Create a Website that Sells

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Page 1: How to Create a Website that Sells

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How to Create a Website that

SELLS

#SiteSelling

Jill Konrath

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MEGHAN ANDERSONMarketing Product ManagerHubSpot

JILL KONRATHSales Expert &Best-selling Author

Your Presenters:

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Attract and Engage

Showcase Your Expertise

Break the Status Quo

Move Prospects Through Funnel

Offer Personalization

Conclusion

1

2

3

4

5

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Agenda:

What Customers Want

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How to Create a Website that Sells

Jill KonrathAuthor, SNAP Selling &Selling to Big Companies

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Buyers complete 60% of their buying cycle before they contact

your organization.

60%CEB 2012

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8-12In business-to-business sales today, it takes between 8 – 12 contacts to

connect with a decision maker.

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Dated-looking websites are real killers!

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What’s the Root Cause?

We’re too focused on what we want them to know about us.

• Gracious welcome

• Overview of company

• Wonderful product line

• Extraordinary services

• Unique differentiators

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SNAP FactorsSimple Complex

Aligned Irrelevant

iNvaluable Ordinary

Priority Nicety

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Mind Melds Matter

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What are their goals & objectives?

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What issues & challenges do they face that you can help with?

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Obstacle course

What obstacles make it difficult to change?

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• How other companies address the same issues

Ideas, insights and information about:

• Value they’d get from switching

• How to better achieve their objectives

• Factors to consider in making a good decision• Industry, marketplace or customer trends

• Business challenges they’re facing

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Case Studies

Articles Ebooks

White Papers

Videos

Demos

Interviews

Blog Posts

Checklists

ROI Tools

Audios

Kits

Quizzes Trend Reports

Infographix

Webinars Guides

What’s Tempting?

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Have Some Gated Content

www.JillKonrath.com

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Stats from my site

Does Customer-Focused Content Matter?

Website visits have sextupled! (6x)

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RESULTS• 2x Website traffic • Lead flow doubled

-- Noel Huelsenbeck, CEO

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How can this help your salespeople?

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Simon. Alex Marshall here. With your flat 3rd quarter earnings, I suspect you’re looking for ways to increase efficiencies.

That’s why I thought you might be interested in how we helped a similar company streamline their processes which resulted in some big-time savings.

I’ll send you an email in just a sec with the link. Watch for a subject line that says “22% cost reduction.”

I look forward to talking soon. Again, it’s Alex Marshall. 123-456-7890

1st Quarter Earnings

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Sales ChallengeMarcus,

If you’re like most Sales VPs I work with,

your people are really struggling to set up

meetings with corporate decision makers.

I’ve got some ideas that can make a big

difference. But, I’d suggest you start by

checking out my Prospecting Tool Kit:

www.jillkonrath.com/sales-resources

After you’ve had a chance to check it out,

let’s set up a time to talk.

Jill Konrath

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Image: Occhi-nelle-Mani-Newision-Siti-Internet-Modena

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Your website is your best sales tool – if you

leverage it!

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Getting the right mix of content on your website

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How does a lead become a lead?

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50% of leads are qualified but not yet ready to buy.

(Source: Gleanster Research)

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The decision process

Top of the funnel Middle of the Funnel Bottom of the Funnel

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Questions they have

How do I…?What’s the best…?Should I…?How do I address this problem?

How do I generate more leads?

Top of the funnel

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Content How To GuidesBest Practice ExamplesTemplatesIdea PostsInstructional Videos

Top of the funnel

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Questions they have

How can you help?Do I need this?What can I expect?Am I making the right choice?What do I need to consider?

Middle and Bottom of the funnel

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Content

Case StudiesInterest-targeted contentResults analysisDecision toolsDemo/Trial

Middle of the funnel Middle and Bottom of the funnel

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TOP7 Tips to Increase Your

Lead Generation eBook

5 Ways to Increase Your Return on Investment

MIDDLELive Webinar on Email

MarketingFree ROI Assessment

Report

BOTTOM Demo of Contacts/EM Demo Of Analytics

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Ask your sales team• What questions do you

hear the most?

• What are the commonalities of people who end up closing?

• What problems do they have?

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Look at Search Terms

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Listen to Customers

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Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

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Find out how HubSpot can help you take your inbound marketing to the next level.

WWW.HUBSPOT.COM/DEMO

Get your custom demo today.

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THANK YOU.