Welcome to “Inbound Marketing according to the strategy of the Sherpa”, this new way of Marketing emphasizes the searching of the volunteer request of your clients to call you instead of harassing them. Gabriel Szapiro, General Manager of SAPHIR, agency specialized in e-communication and web marketing, reveals 6 compulsory steps to transform your Suspect into Ambassador. To contact Gabriel Szapiro : szapiro@bleusaphir.com www.blue-blog.fr

1. Welcome to
INBOUND
MARKETINGaccording to the strategy
of the sherpa:
a new mindset.
© G.SZAPIRO

2. The
necessary
end of media
HARASSMENT.
© G.SZAPIRO
Self-interested
users Club
Appointments
made under
pressure
Intrusive
emailings
Repeated
participation in
low ROI
trade shows
Undesired
Direct
Marketing
Call-centers
that make
repetitive and
needless calls
Press
releases with
random
impact
Outbound
Marketing

3. © G.SZAPIRO
Join
the struggle
against the dictatorship
of the need-oriented
communication and
“me too” strategy.
The time has come for
INBOUND
MARKETINGaccording to the strategy
of the sherpa

4. Definition
of INBOUND MARKETING
according to the strategy
of the sherpa
Let clients come to you
instead of searching for them…
by focusing on the desire
before the need.
© G.SZAPIRO
CICERO
“If you want to convince me, you have to think my
thoughts, feel my feelings and speak with my words.”

5. Strategy of the sherpa:
6 staps to transform your suspect
into ambassador
ALLOWATTRACT SEDUCE CONVERT CONCLUDE FOLLOW
Suspect
Curious
Visitor
Prospect
Lead
Client
Ambassador
© G.SZAPIRO

6. ATTRACT
Editorial strategy
• Infographics
• Photos / arts
• Movies
• Ebooks
• Handy Guide
• Social media
• SEO / SEM
• Blogs
• Advergame
• Affiliation
Suspect
Curious
MARIA CALLAS
“It is better to be a good popular singer
than a bad opera singer”
© G.SZAPIRO

7. BLOGPIERRE AUDOUIN
CONSULTANTS
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8. EMAILING - REAL ESTATE GUIDENEXITY
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9. SEDUCE
Unexpected actions
• Chat
• Formation
• Advergame
• Bargain deal
• Web TV
• Social media
• Topic “Surprise me”
on the website
Curious
Visitor
KARL LAGERFELD
“Diet is the only game where we
win when we lose.”
© G.SZAPIRO

10. Inspire
seduction
Be
unpredictable
Create
intrigue
Practice
humor
Values of
Desire
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11. TOPIC “SURPRISE ME”BLOG SAPHIR
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12. CONVERT
Conversion strategy
Prospect
Visitor
• Bait strategy
• Landing pages
• Opinions / comments
• Call-to-action
• Interactive Point-on-Sale
• White papers
• Newsletters
• Community management
JEFF BEZOS
“If you build a great experience,
customers tell each other about that.
Word of mouth is very powerful.”
© G.SZAPIRO

13. B2C – LEAD GENERATION
LAUNCH OF
“TEL AVIV LIVE” BOOK
- 2 -
Landing
page
- 3 -
Page web
confirmation
- 4 -
emailing
confirmation
- 1 -
Emailing
+ bait
© G.SZAPIRO

14. B2B – LANDING PAGE + WHITE PAPERBUREAU VERITAS
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15. Prospect
Lead
ALLOW
Permission and Desire
Marketing
• Evangelization
via webinars
• E-CRM
• Social media
• Privative events
• Action towards
Influencers
• Breakfast meetings
• Videos on website
SETH GODIN
“send messages only to those who
allow you to.”
© G.SZAPIRO

16. EMAILING INVITATION TO A WEBINARSAPHIR
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17. SOCIAL MEDIA STRATEGYLA VILLA MAILLOT
CONTENT
PROPOSITION
TO GAIN
THE LOYALTY
Cocktail recipes:
a content easily
created and wanted
by the target.
“Robin’s cocktails”
Concept: Every 15 days, the barman Robin Boiteux
reveals the secrets of one of his cocktails
By means of a photo illustrating the cocktail and with a
text explaining how to create it, the recipe is published on
the Facebook page.
© G.SZAPIRO

18. Lead
Client
CONCLUDE
Lead Nurturing
• Marketing Automation
• Permission Data Bases
• Actions towards influent
targets
• Public relation
• Press release
• Leads scoring
• Emailings sagaTHOMAS JEFFERSON:
“There is no need to be the best in
what you do. You had better to do what
others don’t.»
© G.SZAPIRO

19. EMAILINGS SAGA
HÔTELS
CIRCUITS FRANCE
E-mail
n°1
E-mail
n°2
E-mail
n°3
E-mail
n°4
© G.SZAPIRO

20. OPTIMIZATION OF LEAD MANAGEMENT PROCESS
Target
Marketing
Automation
CRM
Improvement
of Lead
Management
Process
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21. FOLLOW
Optimization of lead
management process
• E-CRM
• “Privilege” actions
• “Early Adopters”
strategy
• Public relation
• Cocooning strategy
• Client Ego Promotion
• Offer of membership to
a virtual or real Club
• Social media community
• Viral videos
Ambassador
Client
STEVE JOBS
“Your customers’ dream is to have
a better and happier life […] Get
their lives more fulfilling.”
© G.SZAPIRO

22. SOCIAL MEDIA COMMUNITY
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23. “EARLY ADOPTERS” STRATEGYHEXIS
Muscat de Frontignan
© G.SZAPIRO

24. Now the offer creates the need…
and not the contrary.
Gabriel Szapiro
© G.SZAPIRO

25. Gabriel SZAPIRO
General Manager
THANK YOU
FOR YOUR
ATTENTION
Agence SAPHIR
Groupe REVOLUTION 9
5 avenue Bertie Albrecht
75008 PARIS
Direct line: +33 (0)1 49 29 53 16
Standard: +33 (0)1 79 97 55 09
Mail: szapiro@bleusaphir.com
Site: www.bleusaphir.com
Blog: www.blue-blog.fr
Revolution 9: www.revolution9.fr
GROUPE
© G.SZAPIRO