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Agency Marketing Innovations: How I Grew IMPACT's Marketing By 500% in 2 Years

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Agency Marketing Innovations: How I Grew IMPACT's Marketing By 500% in 2 Years

  1. 1. #INBOUND1 4 AGENCY MARKETING INNOVATIONS How IMPACT BRANDING increased lead generation by 500% in 2 years. John Bonini @Bonini84 Marketing Director, IMPACT
  2. 2. JOHN BONINI @Bonini84 - Joined IMPACT in 2012 - Employee #6 - Assumed role of Marketing Director in July 2012
  3. 3. #INBOUND14 7,286 67,069 820% increase
  4. 4. #INBOUND14 251 1,700 577% increase
  5. 5. #INBOUND14 You need to be blogging. You need to know your sales funnel. You need to align sales and marketing.
  6. 6. #INBOUND14 No shit, John
  7. 7. #INBOUND14 But what came in between? ?
  8. 8. #INBOUND14 But what came in between?
  9. 9. #INBOUND14 NOoh shit, John!
  10. 10. “If you’re riding the bandwagon, you can’t be steering it” @Bonini84
  11. 11. #INBOUND14 Oh shit!
  12. 12. #INBOUND14 CONTENT: Make a commitment to quantity and quality
  13. 13. #INBOUND14 “You should be blogging.”
  14. 14. #INBOUND14 Moved all content efforts in house
  15. 15. #INBOUND14 We made a bet on quality over quantity.
  16. 16. #INBOUND14 Freelancer Blog Posts (7 weekly) Premium content (1 per month) Contractor Blog Posts (5 per week) Premium content (1 per month) Writing Service Specialty Blogs (As needed) Content Content Strategy Strateg y
  17. 17. #INBOUND14 Blog Posts (7 weekly) Premium content (1 per month) Blog Posts (5 per week) Premium content (1 per month) Specialty Blogs (As needed) Content Strategy Marketin g Director Content Strateg y Freelancer Contractor Writing Service
  18. 18. Treat every inbound link as a relationship. #INBOUND14 =
  19. 19. #INBOUND14 IMPACT 60% Co-marketing 10% Guest Posting 20% Personal Branding 10%
  20. 20. #INBOUND14 @CarlyStec
  21. 21. #INBOUND14 Oh shit!
  22. 22. Make a commitment to quality and quantity. “Donuts are proof that quality is repeatable” @Bonini84
  23. 23. #INBOUND14 LEAD GENERATION: Know Your Ecosystem
  24. 24. #INBOUND14 “Know your sales funnel.”
  25. 25. #INBOUND14
  26. 26. #INBOUND14 Lead Lead Lead Sales Top Middle Botto m
  27. 27. eco sys tem noun : the complex of a community and its environment functioning as a unit. #INBOUND14
  28. 28. #INBOUND14
  29. 29. • Focused on delighting Vehicle for reengagement • Aligns with our ecosystem Lowers barrier of entry #INBOUND14 customers Expanded it to opportunities • Became a vehicle for referral marketing
  30. 30. “Know your ecosystem. Identify the behaviors that drive sales and aim to repeat them” @Bonini84 Know your ecosystem.
  31. 31. #INBOUND14
  32. 32. #INBOUND14
  33. 33. Viieew--ttoo--ssuubbmiissssiioonn == 12..44% #INBOUND14
  34. 34. “Get out of the way and let people consume your content” @Bonini84
  35. 35. Join sales and marketing under “new business development” #INBOUND14 SMARKETING:
  36. 36. #INBOUND14 “Align sales and marketing.”
  37. 37. #INBOUND14
  38. 38. #INBOUND14 Revenue • Marketing creates workflows via sales intel Lead Quality Connecting Leads Nurturing Lead Nurturing • Sales keeps detailed CRM log that feeds nurturing • Sales contributes to the blog • Marketing sits in on consultation calls • Persona driven • Marketing makes connect calls as an exercise • Marketing writes sales/connect scripts
  39. 39. @Bonini84 Join marketing and sales under “new business development.” “A knockout is more likely if you’re punching with both hands”
  40. 40. #INBOUND14 1. Make a commitment to quality and quantity. 2. Know your ecosystem. 3. Join marketing and sales under “new business development” umbrella.
  41. 41. #INBOUND14 If this all sounds like hard work…
  42. 42. #INBOUND14 Make the right organizational move. Not a quick one. Provide full autonomy. Stay flexible from an executive standpoint. Stay the hell away from conventional wisdom.
  43. 43. #INBOUND14 QUESTIONS ?
  44. 44. #INBOUND14 THANK YOU

Notas del editor

  • Bio slide 2
  • - We made a bet on quality versus quantity due to our aggressive growth.

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