INBOUND 2015

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How to Give Incredible
Inbound Marketing Workshops
Marcus Sheridan
www.TheSalesLion.com
@TheSalesLion
…To dramatically close more retainers and increase
retainer success

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What are the main
reasons we have bad
retainer engagements?
@TheSalesLion

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What are the main
reasons we can’t finish
the close?

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YOU Marketing
The Actual
Decision Makers
@TheSalesLion

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WRONG
@TheSalesLion

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YOU Marketing
The Actual
Decision Maker
This is the Goal
@TheSalesLion

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“I don’t care if you’re the Michael Jordan of
Inbound Marketing. If you don’t have buy-
in from management and sales, you’ve got
nothing.”
-some really smart person
@TheSalesLion

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9. INBOUND15@TheSalesLion
7 “Principles” Taught in a
Successful Inbound Workshop

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This transparent color box is a useful
option for some larger images.Part 1: Consumer Expectations and Buying Habits have Changed
(zero moment of truth)

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This transparent color box is a useful
option for some larger images.Part 2: The Way Google and Other Search Engines Work
@TheSalesLion

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This transparent color box is a useful
option for some larger images.Part 3: The Way Consumers Search Online (Specificity)
@TheSalesLion

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This transparent color box is a useful
option for some larger images.Part 4: The Impact Inbound/Content can have on the Sales Process
and Closing Rates
@TheSalesLion

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This transparent color box is a useful
option for some larger images.Part 5: The Need for Everyone’s Voice (Brainstorm)
(writers, actors, talkers, questioners)
@TheSalesLion

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This transparent color box is a useful
option for some larger images.Part 6: The Editorial Process
@TheSalesLion

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This transparent color box is a useful
option for some larger images.
Part 7: Long Term Impact: For the Company
and the Employee
@TheSalesLion

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The Two Most Essential, and
Difficult, Skills to Great Workshops
@TheSalesLion

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The Columbus
Principle
Everyone wants to feel like
they discovered America…
@TheSalesLion

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“The Columbus Principle. I’ve called this
concept “Inception” in my own moniker for
awhile, so the importance of self discovery has
always been important to me. Yet, the process
to unlock self discovery in a crowd or one to
one, has always escaped me. This concept is
game changing for me, in all walks of life.”
-Beau Haralson

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Yes….And
The two most important words
of great workshops and
communication…
@TheSalesLion

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A Few Other Tips
• Name tags- First name, write big, always required
• Always respond using the person’s name in the response
• Don’t ask questions without a purpose
• Use workshops as a closing tool…but still charge money
• Make it a required part of retainers with all decision makers in the room
• 3 hours is the ideal time for a sales/marketing team
• Spend an extra hour after discussing implementation
• Never give a workshop to a company for free
• The average cost should be more than a monthly retainer fee
@TheSalesLion

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Clodagh Higgins
Senior Channel Consultant
HubSpot
Panel Discussion: Room 108
Greg Williamson
Director
Concentrate
12:45 PM – 1:30 PM

23. Hello Mr. Sheridan,
My name is Vicki McDermott and I am the owner of Optimum Technologies, Inc. in Atlanta Georgia.
My company was interested in moving forward into the 21st-century, but we did not know how to accomplish this. It was at
this time that Erin Carpenter, CEO and Chief Marketing Strategist for Hidden Peak Interactive suggested Hubspot. She then
created a wonderful new website for us.
However, we had a BIG problem. We had no ”buy in” to use the new software. As a matter of fact, we had actual fear. No
one likes change, and everyone in my company resisted change even though we were facing stagnation.
Erin suggested that she visit us and BINGO! In a day and a half, (in under 36 hours), she turned us around.
After her workshop, we had full “buy in” from the Founder of the company to the receptionist. Erin had even convinced the
head of the sales department - (a self-proclaimed “dinosaur” who had shouted from the mountaintop that he would never
be willing to even consider change) to come on board. She trained all of us how to use the Hubspot software and she set up
all of our equipment.
Our website is now a lead generating machine and we all understand the beauty of inbound. This is all due to Erin and
Hidden Peak. We were lost, but now we are found! We now have faith that our company will flourish. We have hired her to
lead us and we look forward to a huge ROI. Erin is our hero. She has even persuaded 5 members of my team to come to the
Inbound Conference in Boston this week. Including me!
Hope to see you there. I will be personally attending your talk! Erin has spoken very highly of you.
Sincerely,
Vicki L. McDermott
Owner
Optimum Technologies, Inc

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If you could be a dramatically better teacher
and communicator, why wouldn’t you be?
And how many more lives would you change in the process??
@TheSalesLion

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WOW2: A Workshop on Giving World Class Inbound Marketing Workshops
Nov. 17th 2015, Richmond Virginia (limited to the first 30 attendees)
www.TheSalesLion.com/wowevent2
marcus1@thesaleslion.com