16/5/2011

The inbound

methodology

@Xerius donderdag 23 april 2015

Agenda

Agenda

• Who is Xerius?

• Content creation: lessons learned

• Inbound sales

Who is Xerius?

Xerius in a nutshell

• Entrepreneurs:

– Business counter

– Social insurance fund

– Insurance company

• Employers and families:

– Child Benefit Fund

Content creation

7 takeaways

Double your Google traffic!

Bezoekers 2014/2015

(gemiddeld 45.000 / maand in 2013)

1. Keyword research

• Focus content altijd op zoekwoorden (ik

herhaal ALTIJD!)

• On-page SEO

2. Journalists

• Internal content creation failed

• Copywriters journalists

• Hard to find good ones that fit the profile

3. Focus and consistency

• Set a frequency and stick to it

• Identify content that works and double up

4. Social promotion

• Promote your content on social

• Don’t expect traffic, expect awareness

• Social payments

• Social amplification

• Lazy tweets

6. Tech skills @marketing

• Get tech skills in your department

• Identify someone from IT with a passion

for marketing

• Have control over your CMS

7. Have a mission

• Mission of Xerius is not just starting up

companies

• Every problem with your startup, we want

to address it.

Inbound sales

Congratulations

• You have all become sales reps

• 60% of the sales cycle is yours!

• Inbound sales is a must.

• Marketing must re-educate sales from

outbound to inbound.

1. Lead qualification

• Lead scoring

• Every touchpoint has a value

• March 2015: 1500 leads, one sales rep

prioritize!

2. Consultative selling

• Selping, upselping and cross-selping

• Get your lead to the next step

• Don’t offer your services until they ask for

it.

3. Sales recruitment

• Atypical sales profile

• Product/service experts with good

communication skills.

• Look for them in other departments.

4. Integrated tools

• Integrate CRM with your marketing

automation tools.

• Give sales access to your tool.

• Make sure you have access to CRM.

• Realtime lead tracking.

5. Smarketing

• Mutual SLA

• Agreement on number of leads needed.

• Agreement on actionable sales process to

follow-up with a lead.

Thank you!

Download the full Xerius case

• Numbers and conversion rates

• Technology we used

• Next steps we will be taking

http://www.dallas.be/xerius