The impact of the internet and social media has changed the role of marketing and sales, with many strugglying to know how to effectively leverage this new online world to acheive their lead and revenue goals.
This article shares insights learned from Inbound13 on how marketing and sales must change tactics if they want to succeed in this new online world.
At Inbound13 – just last week in Boston, the keynote presentation from Hubspot co-founders @bhalligan and @dharmesh spoke about treating prospects, leads and customers like people – we’re calling this the Inbound Experience.
An inbound experience is a personalised experience that a person has with your company online. An inbound experience starts with your website, and continues with your interactions with people throughout the entire buying process, and beyond.
Let’s look how the online world has changed people's buying behaviour and what this means for marketing and sales.
@dharmesh says ...“the most valuable customes are not the people that buy the most, but the ones that sell the most”
The flip side to this is traditional marketing tactics that are interruptive messages that are annoying which can damage brands and lose leads.
Examples of this are:
The Inbound Experience can’t start and end with marketing – it must continue along the entire journey someone has with your company; marketing, sales and as a customer. The Inbound Experience means that as a company you have people at the center of everything you do. Inbound marketing, inbound sales, inbound service.
It's great to know what you to do and why you're doing it - but often the challenge is knowing how to do it. Thankfully, Hubspot have just launched their new website system that has people at the core of the technology. It’s known as the Customer Optimisation System (COS.) This new technology gives marketers, sales and customer support team the tools they need to give people an inbound experience with their company.
Watch the entire keynote from Inbound13 here: