UGA Inbound Week 9 THE POWER OF SMARKETING

Transcription

1 UGA Inbound Week 9 THE POWER OF SMARKETING

2 WEEK 9 1. Take Quiz on Chapters Review Quiz 3. What is Smarketing? 4. Class Assignment 5. Plan for Certification

3 QUIZ TIME

4 REVIEW Sending the Right

5 Your boss asks you to write an to drive registration to an important webinar your company is hosting. All of these would be effective places to add the PRIMARY call-to-action, EXCEPT: 1. In a P.S. below the signature 2. As a call-to-action button between the copy 3. As an image that's hyperlinked 4. In the copy of the

6 In a P.S. below the signature Although your signature can be a good area to place a CTA, your PRIMARY CTA should be placed within the body of your

7 A high click rate for your send is a good indicator of all of the following, EXCEPT: 1. Brand awareness 2. Reader engagement 3. A well-segmented list 4. An effective subject line

8 Brand Awareness Click rate is not a good indicator of brand awareness. Simply put, click rate is a metric that will track people engaging with your s. Remember that clicks aren t valuable just because someone clicked. It s what lies on the other side of the click that matters.

9 While doing a report of this year s trends, you notice that, compared to last year, more of your s are marked as spam. All of these are potential explanations, EXCEPT: 1. marketing is decreasing in both use and effectiveness, causing an increase in reported spam complaint by businesses and consumers. 2. Your company did not express permission to these contacts. 3. The frequency of the sends was too often. 4. The content being sent was not relevant to the reader.

10 marketing is decreasing in both use and effectiveness, causing an increase in reported spam complaint by businesses and consumers. marketing isn t decreasing in either use or effectiveness. In fact, 95% of online consumers use and 91% report that they check their at least once a day.

11 WEEK 9 What is Smarketing?

12 What is UGA Inbound Week 9 smarketing? 1. Smarketing is the process of aligning the marketing and sales teams around common goals within a business or organization, with the goal of improving revenue. 2. Smarketing is the process of having one individual do both the marketing and sales for a specific persona. 3. Smarketing is the process of paying the marketers within an organization based on the leads they generate that close into customers. 4. Smarketing is the process of splitting the marketing and sales teams in two. Then making two teams both half marketing and sales that compete against each other.

13 Smarketing is the process of aligning the marketing and sales teams around common goals within a business or organization, with the goal of improving revenue. UGA Inbound Week 9 Smarketing is the process of aligning the marketing and sales teams around common goals within a business or organization, with the goal of improving revenue. It's a key component of inbound success.

14 SMARKETING BEST PRACTICES 1. Both teams must have the same/interdependent organizational goals. 2. The marketing pipeline should be tied to sales quotas. 3. Visibility into each other s goals. 4. Compensation based on shared marketing and sales goals. 5. Continual communication and education around personas.

15 MARKETING TEAM REVENU E SALES

16 BOTH TEAMS MUST SHARE THE SAME FOR SMARKETING TO BE EFFECTIVE? 1. Manager 2. Organizational goals 3. Office 4. Commission check

17 The marketing and sales funnel consists of 6 lifecycle stages. What is the correct order starting at the top of the funnel and ending at the bottom? UGA Inbound Week 9 1. Prospect (visit), Lead, Sales Qualified Lead, Marketing Qualified Lead, Opportunity, Customer 2. Prospect (visit), Lead, Marketing Qualified Lead, Opportunity, Sales Qualified Lead, Customer 3. Lead, Marketing Qualified Lead, Sales Qualified Lead, Prospect (visit), customer 4. Prospect (visit), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer

18 UGA Inbound Week 9 Prospect (visit), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer Top of the funnel starts with Prospect and Lead. In the middle of the funnel you have Marketing Qualified Lead and Sales Qualified Lead. The final two stages, Opportunity and Customer, are at the bottom of the funnel.

19 MARKETING & SALES FUNNEL Defining the 6 stages of the marketing and sales funnel.

20 MARKETING & SALES FUNNEL Defining the 6 stages of the marketing and sales funnel.

21 Marketing Qualified Leads (MQLs) are contacts who have identified themselves as a good fit, highly engaged, or both. MQLs are defined by: UGA Inbound Week 9 1. The software system(s) you use to manage your marketing and sales funnel. 2. The marketing team solely based off what they know about the buyer personas. 3. Just the sales team based on the type of lead they can most easily close into a customer. 4. Both marketing and sales and agreed upon as a lead worth researching more thoroughly.

22 Both marketing and sales and agreed upon as a lead worth researching more thoroughly. The way you define any of the lifecycle stages should meet your organization s needs. Both marketing and sales need to agree upon the definitions.

23 True or False: UGA Inbound Week 9 Sales' Service Level Agreement (SLA) to marketing is dictated by the number of sales reps and their quotas. Based on the number of Marketing Qualified Leads (MQLs) marketing provides sales, sales can in turn identify how many follow-up attempts can be made for each MQL that is accepted as a Sales Qualified Lead(SQL).

24 True A marketing and sales SLA defines what each team will commit to accomplishing in order to support the other in reaching the shared revenue goal. The sales SLA to marketing requires the sales team to commit to a specific number of MQL follow-ups. Depending on the number of sales reps and their individual quotas, they ll only have a certain amount of time to commit to calling and ing MQLs.

25 SERVICE LEVEL AGREEMENT A Sales-Marketing SLA defines what each team commits to accomplishing in order to support the other in reaching the shared revenue goal(s).

26 SLAs GO BOTH WAYS

27 CALCULATING THE SLA MARKETING SALES How many leads of a certain quality does a sales rep need to make quota? Quota (revenue) / avg. revenue per customer = # customers needed Customers / avg. lead to customer close % = # leads needed May vary by type (quality) of lead

28 CALCULATING THE SLA SALES MARKETING How many call/ attempts to engage should a sales rep make to every lead to not waste leads? With X leads and Y hours/month, how many follow-up attempts should a sales rep be able to complete per lead?

29 Which of the following is NOT a step in keeping open communication? UGA Inbound Week 9 1. Have weekly smarketing meetings with all of marketing and sales 2. Have monthly management meetings to discuss topics and resolve issues 3. Communicate information about marketing campaigns and product/service updates to both the marketing and sales teams 4. Share SLA data with the marketing and sales only once a quarter

30 Share SLA data with the marketing and sales only once a quarter Weekly smarketing meetings, monthly management meetings, and discussing marketing campaigns to both teams are all parts of keeping open communication. Sharing SLA data should be on a frequent basis.

31 QUESTIONS?

32 WEEK 9 Class Assignment

33 1. Two Buyer Personas a. Complete Worksheets for both 2. Three Blog Titles for Each Persona 3. Two Awareness Content Offer Ideas for Each Persona a. Make an outline for each 4. CTA for Each Offer 5. Landing Page for Each Offer 6. Thank You Page for Each Offer 7. Social Post Samples for Each Blog Post

34 ASSIGNMENTS UGA Inbound Week 9 VIDEO The Pillars of Delight READ Inbound Ch. 16 & 17