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Evangelizing an Inbound Culture
@jenspencer | @SanDiegoHUG | #HUG17 | https://www.allbound.com/HUG17
Hey! It’s nice to meet you. I’m Jen. Some Fun Facts
• VP of Sales and Marketing• Inbound Marketing Evangelist• Former High School Teacher• Mom of Twin Teenagers• Lover of Animals, Technology,
the Arts, and Scotch (only the good stuff)
@jenspencerhttps://www.allbound.com/HUG17
@jenspencer | #HUG17
THE SPOILER.
Wait.(How do you do that?)
@jenspencer | #HUG17
Once upon a time …
Very Little Money
Laggard Playground
Creating a New Category
@jenspencer | #HUG17
Meet My Best Friends
AbbyPartner Program Manager
MikePartner Marketing Manager
SeanVP of Sales
@jenspencer | #HUG17
CarlosCXO
Create the right content.
Identify where our ideal customers spend time on the Internet — so we can be there too.
Guide product & service development.
Buyer personas help us …
@jenspencer | #HUG17
What motivates them?
What are their priorities?
How do they determine success?
What are their perceived barriers?
Where do they search for solutions?
Who influences their decisions?
@jenspencer | #HUG17
Questions to ask about buyer personas
THE SPOILER.
What technologies are they using?
@jenspencer | #HUG17
Understanding your buyer’s journeyAWARENESS CONSIDERATION DECISION
@jenspencer | #HUG17
Create relevant, helpful content with a POV
@jenspencer | #HUG17
Tips for generating content• Take an “all hands on deck” approach• Consume and review• Freelance and modify• Partner with an inbound agency• Get creative!
@jenspencer | #HUG17
Develop a company-wide cadenceBlog published and
shared via company social
accounts.
Social messages with relevant hashtags are
shared with the entire team.
Two Weeks Later: Blog author partial publishes blog on
LinkedIn with a link to the blog.
One Week Later: Blog author shares
blog on other external sites like
Inbound.org & Quora.
Two Weeks Later: Blog author
submits entire blog as a draft to the
Allboundpublication on
Medium.
Community Manager publishes
article via Allbound's Medium
publication.
@jenspencer | #HUG17
Make your content easy to access
@jenspencer | #HUG17
@jenspencer | #HUG17
Become a repurposing
machine
@jenspencer | #HUG17
Push the envelope
Embrace co-marketing partnerships
@jenspencer | #HUG17
Share your inbound strategy with your partners
@jenspencer | #HUG17
CRO
This is a sales rep with inbound:
This is a sales rep with channel partners with inbound:
@jenspencer | #HUG17
Warning:Don’t lose yourself in “Awareness” content and forget about “Consideration” and “Decision” stage content.
@jenspencer | #HUG17
Three important tips about buyer personas
@jenspencer | #HUG17
Review and revise
@jenspencer | #HUG17
Validate early
@jenspencer | #HUG17
Evangelize Internally
@jenspencer | #HUG17
What should your
technology stack do for your team?
Your technology stack should …
Enable visibility into your current and future customers, the purchase journey they go through and the delivery of your content at the right place and time.
@jenspencer | #HUG17
Your technology stack should …
Work collaboratively with other tools, systems and departments — not create silos within your organization.
@jenspencer | #HUG17
Final thoughts on inbound adoption
@jenspencer | #HUG17
Get everyone
in the company involved.
Track everything.
Yes, everything.
Build on what
works.
Ditch what doesn’t.
Take chances.
Be authentic.
Thank You.Email me at [email protected]
Tweet with me at @jenspencer
Connect with me on LinkedIn at linkedin.com/in/jenspencer
Slides available athttps://www.allbound.com/HUG17
