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Bob Apollo's 1st November presentation at Funnel 2011 in London. Demonstrates how and why focus, agility and attractive content is far more important than the size of your budget when it comes to effective B2B Sales and Marketing.
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THE INBOUND REVOLUTION:
How Integrated Inbound Marketing is enabling Smart Companies of all sizes
to Compete on Agility
Bob Apollo
Inflexion-Point Strategy Partners
…and attractive content
In The Years Prior to the Revolu3on…
Customers relied on vendors (and their salespeople) for informa3on
Occasionally, they even
trusted what they
said…
What choice did they have?
It used to be that Big Budgets = Best Results
Technology has levelled the landscape
But now…
Big Customers Big Vendors Big Budgets Big Projects Big Barriers
Barriers to Technology Adop:on
The Democra:sa:on of Technology
Now we can leave the Big Budgets…
…to the Mad Men (and Women)
…It maIers how smart and agile we can become
It doesn’t maIer how big we are…
a·∙gil·∙i·∙ty [uh-‐jil-‐i-‐tee] noun 1. the power of moving quickly and easily 2. the ability to think and draw conclusions quickly
The Revolu:on in Buying Behaviour
Hate being sold to
The Revolu:on in Buying Behaviour
Hate being sold to
Appreciate learning something useful
The Revolu:on in Buying Behaviour
Filter out sales pitches
The Revolu:on in Buying Behaviour
Filter out sales pitches
Seek out
relevant informa:on
The Revolu:on in Buying Behaviour
Resent interrup:ons Distrust adver:sing Avoid cold calls Block spam
Resent interrup:ons Distrust adver:sing Avoid cold calls Block spam
Do their own research
Avoid involving vendors un:l far later in the buying decision process
THEN
OUTBOUND
COLD CALL
ADVERTISE
EMAIL SPAM
DIRECT MAIL
PRE-‐REVOLUTION POST REVOLUTION
THEN
OUTBOUND
COLD CALL
ADVERTISE
EMAIL SPAM
DIRECT MAIL
NOW
INBOUND
BLOG
FREE STUFF
SOCIAL
PRE-‐REVOLUTION POST REVOLUTION
THEN
OUTBOUND
PUSH
SHOTGUN
RENT LISTS
BUDGET
FROM PUSH TO PULL
THEN
OUTBOUND
PUSH
SHOTGUN
RENT LISTS
BUDGET
NOW
INBOUND
PULL
SEGMENT
BUILD LISTS
BRAINS
FROM PUSH TO PULL
REPEL
REPEL ATTRACT
How can we more of the
of
aTract right sort prospects?
Saying Something That Resonates With Them
Using Words They Are Comfortable With
GeVng Found Where They Are Looking
Taking them on a Journey
Making every conversa3on
…for everyone involved
a learning opportunity
Ar3cula3ng a Dis3nc3ve Point of View
Delivering a Stream of Value
Key Building Blocks
Ideal Customers
SITUATIONAL BEHAVIOURAL
ENVIRONMENTAL ORGANISATIONAL
Key Stakeholders
Roles, Concerns and Mo:va:ons
Issues, Trends and Trigger Events
Naviga:ng the BuyerSphere
Blogs Blogs
Blogs Blogs
Press & Analysts
Industry Associations
Other Vendors
Colleagues & Associates
Aligning Content to the Buying Process
Attract
Engage
Nurture
Convert
= Research
= Consideration
= Evaluation
= Selection
Simple Example
Crossing the
Chasm
From Early Adopters to Mainstream Markets A critical phase in the lives of many promising companies We have a certain amount of experience of the process…
The Chief Executives of B2B focused technology companies who were familiar with the concept and were trying to “Cross the Chasm”…
…or were worried they might have
Our Target Audience fallen into it
Laying the Foundations
Thematic web page
Clear Call to Action
Blogging Syndication
Keyword Performance
Page 1 on Google
Immediately under the Amazon ad for the book…
Dramatic Lead Growth
Chasm Campaign
Webform
37.4% conversion rate
24.5% open rate 35.7% click rate
Blog 36% increase in subscribers
Outcomes
a·∙gil·∙i·∙ty [uh-‐jil-‐i-‐tee] noun 1. the power of moving quickly and easily 2. the ability to think and draw conclusions quickly 3. the ability to take integrated ac:on quickly
Learning and doing faster than your competition
Tomorrows competitive advantage?
Under £300/month
Technology no longer a barrier…
…to competing at the speed of thought
Integrated Inbound Marketing can enable
any smart organisation to compete
on the basis of agility
My Conclusion?
INFLEXION�POINT
Bob Apollo
Feeling Sociable?
Twitter: bobapollo Email: [email protected] Blog: www.inflexion-point.com/blog LinkedIn: http://uk.linkedin.com/in/bobapollo LinkedIn Group: B2B Sales and Marketing
Take our B2B Sales + Marketing Health Check
How effectively is your organisation implementing
the latest best practices?
One More Thing…
B2B Sales + Marketing Health Check Online Questionnaire Industry Best Practices 10-15 minutes to complete http://www.inflexion-point.com/healthcheck/
