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De @GulfCoastHUG • @sproutcontent Debbie Williams, CCO A Common Theme at INBOUND

INBOUND Recap

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Page 1: INBOUND Recap

De @GulfCoastHUG • @sproutcontentDebbie Williams, CCO

A Common Theme at INBOUND

Page 2: INBOUND Recap

@GulfCoastHUG • @sproutcontent

Page 3: INBOUND Recap

A Common Theme at INBOUND• The ABYSS between marketing and sales was a hot topic at INBOUND15, talked

about in agency sessions all the way to the big stage where HubSpot CEO Brian Halligan spoke passionately in his keynote about the disconnect between marketing and sales in most organizations, big and small.

• .

@GulfCoastHUG • @sproutcontent

Page 4: INBOUND Recap

A Common Theme at INBOUNDRenowned HubSpot and content marketing evangelist Marcus Sheridan, a.k.a. The Sales Lion, hit the nail on the head. The lack of inbound buy-in across organizations completely destroys inbound results.

@GulfCoastHUG • @sproutcontent

Page 5: INBOUND Recap

Marketing in a silo

• Inbound Marketing needs to be a company-wide mentality, not a department

• The whole company needs to buy-in for real results to happen• The sales/marketing relationship and communication is crucial

@GulfCoastHUG • @sproutcontent

Page 6: INBOUND Recap

Getting INBOUND Marketing Buy-in Beyond Marketing

• The sales team doesn’t know what the marketing team is doing (isn’t all marketing about sales at the end of the day?)

• Only one person in the company knows about or is giving direction on the content being produced.

• The sales team isn’t contributing to content topics (even though they’re only the ones answering customers' and prospects’ questions directly).

• The sales team isn’t using or sharing the content assets being produced.• The CEO, CMO, CFO can not truly “define” inbound marketing.• The leads that come in are going to sales, and then what?• The executive team doesn’t really understand how Google works (of course!

Brilliant!)

@GulfCoastHUG • @sproutcontent

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@GulfCoastHUG • @sproutcontent