Bob Apollo's 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.

1. THE INBOUND REVOLUTION:
…and attractive
content
How Integrated Inbound Marketing is enabling
Smart Companies of all sizes
to Compete on Agility
Bob Apollo
Inflexion-Point Strategy Partners

2. In
The
Years
Prior
to
the
Revolu3on…

3. Customers
relied
on
vendors
(and
their
salespeople)
for
informa3on

4. Occasionally,
they
even
trusted
what
they
said…

5. What
choice
did
they
have?

6. It
used
to
be
that
Big
Budgets
=
Best
Results

7. But
now…
Technology
has
levelled
the
landscape

8. Barriers
to
Technology
Adop:on
Big
Customers
Big
Vendors
Big
Budgets
Big
Projects
Big
Barriers

9. The
Democra:sa:on
of
Technology

10. Now
w e
c an
l eave
the
B ig
B udgets…
…to
the
Mad
Men
(and
Women)

11. It
doesn’t
maIer
how
big
we
are…
…It
maIers
how
smart
and
agile
we
can
become

12. 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

14. The
Revolu:on
in
Buying
Behaviour

15. The
Revolu:on
in
Buying
Behaviour
Hate
being
sold
to

16. The
Revolu:on
in
Buying
Behaviour
Hate
Appreciate
being
learning
sold
something
to
useful

17. The
Revolu:on
in
Buying
Behaviour
Filter
out
sales
pitches

18. The
Revolu:on
in
Buying
Behaviour
Filter
Seek
out
out
sales
relevant
pitches
informa:on

19. Resent
interrup:ons
Distrust
adver:sing
Avoid
cold
calls
Block
spam

20. 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

21. PRE-­‐REVOLUTION
POST
REVOLUTION
THEN
COLD
CALL
ADVERTISE
EMAIL
SPAM
DIRECT
MAIL
OUTBOUND

22. PRE-­‐REVOLUTION
POST
REVOLUTION
THEN
NOW
COLD
CALL
BLOG
ADVERTISE
FREE
STUFF
EMAIL
SPAM
GOOGLE
DIRECT
MAIL
SOCIAL
OUTBOUND
INBOUND

23.
FROM
PUSH
TO
PULL
THEN
PUSH
SHOTGUN
RENT
LISTS
BUDGET
OUTBOUND

24.
FROM
PUSH
TO
PULL
THEN
NOW
PUSH
PULL
SHOTGUN
SEGMENT
RENT
LISTS
BUILD
LISTS
BUDGET
BRAINS
OUTBOUND
INBOUND

25. REPEL

26. REPEL
ATTRACT

27. How
can
we
aTract
more
of
the
right
sort
of
prospects?

28. Saying
Something
That
Resonates
With
Them

29. Using
Words
They
Are
Comfortable
With

30. GeVng
Found
Where
They
Are
Looking

31. Taking
them
on
a
Journey

32. Making
every
conversa3on
a
learning
opportunity
…for
everyone
involved

33. Ar3cula3ng
a
Dis3nc3ve
Point
of
View

34. Delivering
a
Stream
of
Value

35. Key
Building
Blocks

36. Ideal
Customers
SITUATIONAL
BEHAVIOURAL
ENVIRONMENTAL
ORGANISATIONAL

37. Key
Stakeholders
Roles,
Concerns
and
Mo:va:ons

38. Issues,
Trends
and
Trigger
Events

39. Naviga:ng
the
BuyerSphere
Colleagues &
Associates
Blogs
Blogs
Blogs
Blogs
Press &
Analysts
Industry
Associations
Other
Vendors

40. Aligning
Content
to
the
Buying
Process
Attract = Research
Engage = Consideration
Nurture = Evaluation
Convert = Selection

41. Simple
Example

42. Crossing
the
Chasm

43. 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…

44. Our Target Audience
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
fallen into it

45. Laying the Foundations
Thematic web page
Clear Call to Action

46. Blogging
Syndication

47. Twitter

48. Keyword Performance

49. Page 1 on Google
Immediately
under
the
Amazon
ad
for
the
book…

50. Dramatic Lead Growth
Chasm Campaign

51. Outcomes
Webform
37.4% conversion rate
Email
24.5% open rate
35.7% click rate
Blog
36% increase in subscribers

52. 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

53. Tomorrows competitive advantage?
Learning and doing faster than your competition

54. Technology no longer a barrier…
Under £300/month
…to competing at the speed of thought

55. My Conclusion?
Integrated Inbound Marketing can enable
any smart organisation to compete
on the basis of agility
Bob Apollo
INFLEXIONŸPOINT

56. Feeling Sociable?
Twitter: bobapollo
Email: bob@inflexion-point.com
Blog: www.inflexion-point.com/blog
LinkedIn: http://uk.linkedin.com/in/bobapollo
LinkedIn Group: B2B Sales and Marketing

57. One More Thing…
Take our B2B Sales +
Marketing Health Check B2B Sales + Marketing Health Check
Online Questionnaire
Industry Best Practices
10-15 minutes to complete
How effectively is your
organisation implementing
the latest best practices? http://www.inflexion-point.com/healthcheck/