I had the pleasure of attending a great mini Inbound conference on last Wednesday in Portsmouth NH. Port Cities Inbound was a joint effort put on by the Portsmount HUG and Portland HUG. I normally try to do a pretty inclusive recap, but since Adam Zais was there recording the event, I'll let him share the inclusive video recap, and I'll leave you with some really great key takeaways from each presenter.
Opening Keynote - Mathew Sweezey, Principle of Marketing Insights, Salesforce.com
KEY TAKEAWAY- "Brand is not in the hands of marketing, but the entire organization."
It used to be marketers would create brands and tell the world what the brand is. Today, because of how prevalent information is on social media, your brand is established by the information that your entire organization publishes online, not just what's coming out of the marketing department. Employees, clients, prospect, etc... all have some input on people's impression of your company's "brand."
ALSO NOTEWORTHY- If you are in the Atlanta area, keep an eye out for Eventide Brewing. Besides doing some marketing for Salesforce.com and sharing his vast marketing knowledge by speaking at conferences, Mathew also is part owner of a brewery where he is in charge of "How stuff looks." All looks delicious to me!
Best Top of Funnel Ideas - Bill Cutrer, CEO, Seapoint Digital
KEY TAKEAWAY- "Twitter is a great place to do keyword research."
Google is the number 1 search engine, but many people don't know that Twitter ranks up there with Bing and Yahoo with over 2 Billion searches per month. Bill showed us a great hack in letting Google search suggestions help identify what people are searching for.
The same hack can be also be used in Twitter.
Best Top of Funnel Ideas - Ben Bassi, Founder & CEO, CommonPlaces
KEY TAKEAWAY- "Customers expect businesses to engage them on social media."
Ben dove into the "67% of the buyer's journey is complete before the customer reaches out to a company or salesperson to buy" idea. The percentage may very by situation, but the concept is the same. Your prospects are going online to look for information and being prepared, engaged, attentive, and most importantly human, are all keys to using social selling in today's marketplace.
Best Middle of Funnel Ideas - Lori Richardson, Sales Trainer, Speaker, Writer on B2B Frontline Sales Growth & Sales Influencer, ScoreMoreSales.com
KEY TAKEAWAY- "Focus on one part of your revenue strategy at a time."
There are a lot of things you can do to improve revenue, but Lori recommended 5 that have the biggest impact and said to focus on one at a time. (No one multi-tasks well.) Mark Roberge later spoke about how HubSpot has optimized their CRM to aide the sales person on when to follow-up with a call, an email, and it's all based on data collected by HubSpot. Well, not every salesperson or company has that luxury and salespeople have to find their own strategy, and it's best to focus on one at a time. Want to know what the 5 things are? Click Here
Best Middle of Funnel Ideas - Carole Mahoney, Sales Coach
KEY TAKEAWAY- "Instead of finding reasons to work together, find the reason why you shouldn't work together."A common problem with inbound leads is that they are usually not sales qualified. They aren't the decision maker, they are "just researching" and not ready or able to buy, and they have serious walls up to introduce a sales person to their boss. Get to the decision maker as soon as possible through a process of disqualification, and if you can get a yes to these 8 questions you will find your best fits for customer evangelists.
Best Bottom of Funnel Ideas -Michelle Neujahr, Business Coach, Motivational Speaker
KEY TAKEAWAY- "It's not what you do, it's that you are willing to do whatever it takes to make it happen."
Main Speaker - Mark Roberge, Chief Revenue Officer, Hubspot.
"Predictable, scalable revenue growth."
Looking for VC money? Use those 4 words in your pitch. VC's love those 4 words!
"Sales Managers need to manage salespeople not their pipeline."
Mark gave a great example of how to approach coaching. He recently took up golf and has been taking some lessons. The first coach asked him to take some swings and then told him to adjust his grip, lean back bend his knees more, etc, etc...Then told him to swing again. Mark didn't feel comfortable. The next coach told him to adjust his grip, hit 100 balls, then "how's that feel?" Ok great, now try bending your knees more, hit 100 balls, then "how's that feel?" Mark started picking it up because they were working on one thing at a time.
HubSpot uses a lot of data to see where the salesperson needs help, and they target their training/coaching to those needs. Sometime the sales manager finds a dozen metrics wrong and just unloads all those details at once and the salesperson is overwhelmed. Tackle the first issue, then move to the second.
"If I was going to start a new company, a journalist would be in my first 5-10 hires."
Journalists are trained to discover and write. Mark feels a journalist could hold 1 interview and get 3-4 blog posts out of it, which could be shared 8-12 times, and so on. It's a great idea.
I got the crazy idea that we could use a journalist major as an intern. We occasionally use writer's access for some blog posts, but this seems like it might be a better way to get better content and better traction.
Thank you to all the sponsors that made the event possible.
Lastly, if you haven't downloaded it yet, get your copy of The Inbound Way To Use LinkedIn. Please share it with your friends and let's help the world use LinkedIn properly.