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SMARKETINGTHE KEY TO REVVING YOUR INBOUND ENGINE

K A T I E L A W R E N C E & A L E Y B R O W N

#INBOUND19

2YOU CAN’T SPELL

SMARKETING WITHOUT A & K

VP of Sales & Client Success

---Philadelphia Eagles Fan - Slow Runner

- Wine Enthusiast - Avid Traveler -

Mother of Dogs - Beach Bum

VP of Marketing

---Kansas Jayhawks Alum - Yogi - Book

Worm - Weiner Dog Fanatic -

Type A Hippie - True Crime Junkie

KATIE ALEY

3

apr'17 may'17 jun'17 july'17 aug'17 sep'17 oct'17 nov'17 dec'17 jan'18 feb'18 mar'18 apr'18 may'18 jun'18 jul'18 aug'18 sep'18 oct'18 nov'18 dec'18 jan'19 feb'19 mar'19 apr'19 may'19 jun'19

TRAFFIC & LEAD GROWTH

Increased Traffic 3436%

--

Increased Leads 7675%

--

Doubled New Revenue in One Year

--

Shortened Average Sales Cycle By 78%

--

Marketing Touching 50% Of Deals

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Outplacement is

not the sexy part

of human

resources.

Photo via The Office, NBC

5

6• Forecast Better

• Shorten Sales Cycle

• Build Market Share

• Trust and Brand Awareness

• Set Up Website to Work For Us

in Market Downturn

• Talk to People Who Want to Buy

NowSM

AR

KE

TIN

G

GO

AL

S

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3 Steps to Smarketing Success

Why Smarketing Now?

Smarketing TherapyAG

EN

DA

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WHO IS FAMILIAR

WITH

SMARKETING?Photo via Getty Images/iStockphoto

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SM

AR

KE

TIN

G The process of integrating

sales and marketing

processes.

---

The objective is for the sales

and marketing functions to

have a common integrated

approach.

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Photo via Mean GIrls

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Why

Smarketing

Now?

12

2009: Sales has the power.

-

2019: Buyers have the power.

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99%

94%92%

74%

46%

41%

25%

15%

8%

Email Voicemail LinkedIn "War Dial" Social Direct Mail Chat Video AI Bots

SDR Touches

Source: SalesLoft

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Of the sales cycle

is over before a

sales rep even

gets involved.

Marketing is the

voice of sales

during that 60%

Source: HubSpot

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Source: HubSpot

Misalignment between sales & marketing tech and

processes costs B2B companies 10% of revenue

or more per year

Companies with good smarketing practices in

place generated 208% more revenue from

marketing efforts

When sales & marketing teams work together,

companies see 36% higher customer

retention and 38% higher sales win rates

Photo via Twenty20 / @ollly

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3 Steps to

Smarketing

Success

17

Sales Marketing

Photo via Twenty20/@5byseven

18“Be wary of marketing

people who just want to

talk about brand books

and positioning all day.

They should be just as

invested in building sales

pipeline as you. All of

their "branding" activities

need to have some sort

of metric that proves

their impact on sales.”- Mark Roberge

Photo via @markroberge twitter

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GET SALES &

MARKETING

ON THE SAME

PAGE

ST

EP

ON

E

20

Playing Nice

in the

Smarketing

Sandbox

Photo via Alamy

21Smarketing Team Alignment

Marketing

Reaches out to prospects,

holds office hours, attends

demos, sales trainings and

pipeline meetings

Sales

Involved in content creation,

shares feedback and ideas

from prospects and clients,

more mindful of the buyer

process

Smarketing Meeting

Our sales meeting is now a sales

and marketing meeting

Marketing needs to be

revenue focused

Sales needs to be more

aligned with the buyer

Each team needs to know

what the other is doing.

22GET SALES AND MARKETING ON THE SAME PAGE

Respect &

Understanding

Giving &

Receiving

Feedback

Shared Goals

& Individual

Accountability

23RESPECT &

UNDERSTANDING--

Respect each other’s

informed opinions

and expertise

--

Understand what

each other’s day to

day looks likeSource:

HubSpot

24

Photo via Mentorbox/Kim Scott

25GIVING &

RECEIVING

FEEDBACK--Read Radical Candor

& implement

--

Explain the why & how

--

Debate new initiatives

--

Create a

psychologically safe

workplace

c

Source: Radicalcandor.com

26SMARKETING: AGREE ON SHARED GOALS

Sales Contributes

Content and Ideas

Define KPIs

Weekly Smarketing

Meetings

Office Hours

Marketing Sits on Demos

and Sales Calls

Sales Commits to Swift

Follow Up

Slack Channel

Marketing has a

revenue quota

Simplify Handoff

Internal Newsletter

Like Each Other

Stay Informed and Hold

Each Other Accountable

Prioritize

Source: Your Girls A & K

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DEFINE

EVERYTHING

ST

EP

TW

O

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Qualified

Leads

A Sales View of the Buyer’s Journey

DecisionConsiderationAwareness

Leads Opportunities CustomersStrangers

Identify Connect Explore Advise

Source: HubSpot

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What are the challenges your

buyer is facing?

-

How can you align with them?

-

Remove the friction of doing business

with you right away.

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if your story

describes their problem

better than they can describe it themselves,

they will automatically assume

YOU HAVE THE BEST SOLUTION

- CHRIS ORLOB -gong.io

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Source: StarWars

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DecisionProspect has decided on their

approach, decided on list of

vendors, continues research to

make decision

ConsiderationDefined problem, researching

solutions

AwarenessProspect has a problem, researching to

understand and define

Decision Stage Content

---How Careerminds Can Improve

Your Employer Brand

-

Careerminds vs "Competitor": What

is the best choice for your reduction

event?

-

Our Features: Why Until Placement

is the Only Choice for

Outplacement

Consideration Stage Content

---Who are the top outplacement

providers?

-

List of Outplacement Firms: How to

Choose What Works for Your

Company

-

How much does outplacement

cost?

Awareness Stage Content

---Layoff Script & Letter Templates

-

Guide on the WARN Act

-

Severance Agreement How Tos

-

Layoff Alternatives: Voluntary

Layoffs, Voluntary Retirements, or

Cutting Costs

33How to Develop Content that Drives Visitors

Blogs &

Resources

SEO

Gated Content

& CTAs

Website &

Chat Strategies

Keyword optimize content to

rank blogs on Google for

search visibility

How to Optimize for SEO

SEO

Write a blog for every single question

you identified during the buyer’s

journey discovery

Include resources like video,

testimonials, case studies, to make it

easy for prospects to research your

company.

Blog

42% of customers prefer live chat

compared to other communication,

but know your audience.

Helps you be in touch quickly with

people who need info ASAP or

who are ready to buy now

Website & Chat

Offer premium content for free in

exchange for information in the

use of a form to capture opt-ins.

Take unique content and create an

ebook, guide or script behind a

form to generate leads. Nurture

this list with community content. in

the delight stage.

Gated Content & CTAs

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Customers

Understand why your

clients bought from

you, what is on their

plate on a daily basis,

what are their

challenges with the

area that you sell, what

leads to them needing

your products or

service (trigger event)

SEO Tools

AHRefs, Mongo, Moz

provide visibility into

what people are

searching for and what

questions they are

asking that you can

respond to with

content.

Internal Experts

Discuss your business

with coworkers to

understand different

perspectives

Topic Clusters

Group information into

topics that are relevant

to your product or

service.

Personas

Think about your buyer

and develop different

personas by

motivation. This should

include their title,

duties, job function,

channels where they

communicate and

research, reporting

structure, what does

success look like in

their job, how we can

make them the hero of

the story.

SEO

35Define your Ideal Client Profile

How to Find Your ICP

Examine your client list for trends

• Why do clients buy from you?

• Are you happy with these clients?

• Review past interactions ICP

Industry

Size

LocationRevenue

Brand Fit

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EXECUTE &

TRACK

ST

EP

TH

RE

E

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Marketing needs to

generate content and

sales needs to get in

touch with leads ASAP.

Duh. But really.

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Source: InsideSales.com

Waiting 5 minutes to respond

to a new lead resulted in a

10x drop in being able to

connect.

After 10 minutes there’s a

400% drop in the odds of

qualifying the lead.

90% of companies failed to

respond in 5 minutes.

Photo via Twenty20/@crystalmariesing

396 Tips for Following Up with your Leads

Invest in cadence tech to

serve up your next outreach

steps so you can stay top of

mind.

Cadence your follow up

It can take 7 touches on

average to get in touch with a

lead requesting information.

Don’t Give Up

Share a link to your calendar,

send a video describing how

easy it is to start, put a demo

on your website.

Make it easy for them

See previous stats. You can

win by being responsive.

Get in touch ASAP

Know the Buyer’s Context

Customize your outreach to

align with their needs.

If you don’t reach them at

first, provide something of

value in your follow up.

Provide purposeful follow up

40CAREERMINDS SMARKETING TECH STACK

Sales Navigator,

ZoomInfo, Leadfeeder

WebsiteSalesLoft,

ConnectLeaderHubSpot

Marketing Engine

Vidyard, Sendoso

SalesForceDrift

Website Chat

41Metrics to Track

Traffic to lead, lead to

MQL, MQL to

Opportunity, Opportunity

to Explore Call/Demo,

Schedule to Completed,

Completed to Client

Conversion rates

Where are the leads

originating for sales and

marketing. Invest in the

best sources

Lead Source

How quick are we

getting in touch with our

leads after requesting

an MQL and how may

touches

Lead follow up timeAvg revenue by client,

Annual Recurring

Revenue, Client Lifetime

Value, Cost per

lead/ROI, cost per

acquisition

Revenue Metrics

How is your traffic

increasing as you add

content

Traffic and Page ViewsHow long are people

staying on your pages

Bounce Rate

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DIGGING IN

-

SMARKETING

THERAPYFIND YOUR SMARKETING BUDDY

43

Q&A

44

Katie

Lawrence

Alexandra

Brown

YouCanSitWithAandK

/aleyb/

@careermindsaley

/1klaw/

@KatieLaw_CMT

HA

NK

YO

U!