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16 00 u dominique verniers inbound-methodoloy-at-xerius

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B2B Marketing Belgium | 23 April 2015 | Dominique Verniers

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16 00 u dominique verniers inbound-methodoloy-at-xerius

  1. 1. 16/5/2011 The inbound methodology @Xerius donderdag 23 april 2015
  2. 2. Agenda
  3. 3. Agenda • Who is Xerius? • Content creation: lessons learned • Inbound sales
  4. 4. Who is Xerius?
  5. 5. Xerius in a nutshell • Entrepreneurs: – Business counter – Social insurance fund – Insurance company • Employers and families: – Child Benefit Fund
  6. 6. Content creation 7 takeaways
  7. 7. Double your Google traffic!
  8. 8. Bezoekers 2014/2015 (gemiddeld 45.000 / maand in 2013)
  9. 9. 1. Keyword research • Focus content altijd op zoekwoorden (ik herhaal ALTIJD!) • On-page SEO
  10. 10. 2. Journalists • Internal content creation failed • Copywriters journalists • Hard to find good ones that fit the profile
  11. 11. 3. Focus and consistency • Set a frequency and stick to it • Identify content that works and double up
  12. 12. 4. Social promotion • Promote your content on social • Don’t expect traffic, expect awareness • Social payments • Social amplification • Lazy tweets
  13. 13. 6. Tech skills @marketing • Get tech skills in your department • Identify someone from IT with a passion for marketing • Have control over your CMS
  14. 14. 7. Have a mission • Mission of Xerius is not just starting up companies • Every problem with your startup, we want to address it.
  15. 15. Inbound sales
  16. 16. Congratulations • You have all become sales reps • 60% of the sales cycle is yours! • Inbound sales is a must. • Marketing must re-educate sales from outbound to inbound.
  17. 17. 1. Lead qualification • Lead scoring • Every touchpoint has a value • March 2015: 1500 leads, one sales rep  prioritize!
  18. 18. 2. Consultative selling • Selping, upselping and cross-selping • Get your lead to the next step • Don’t offer your services until they ask for it.
  19. 19. 3. Sales recruitment • Atypical sales profile • Product/service experts with good communication skills. • Look for them in other departments.
  20. 20. 4. Integrated tools • Integrate CRM with your marketing automation tools. • Give sales access to your tool. • Make sure you have access to CRM. • Realtime lead tracking.
  21. 21. 5. Smarketing • Mutual SLA • Agreement on number of leads needed. • Agreement on actionable sales process to follow-up with a lead.
  22. 22. Thank you!
  23. 23. Download the full Xerius case • Numbers and conversion rates • Technology we used • Next steps we will be taking http://www.dallas.be/xerius

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