We were fortunate enough to have Nick Salvatoriello share some of his extensive experience with us surrounding inbound marketing, the Hubspot software and how to help companies make the shift. We hope you find his insights as invaluable as we do!
Q. What challenges to you most often come up against when teaching inbound marketing methodology to a customer with traditional outbound marketing skills?
First of all, let me say thank you for inviting me onto your blog and also for being such great Hubspot users - the mere fact you're doing guest blogging shows that you really "get" inbound marketing. I have a lot of respect for the SEM Zen team and it's an honor to be able to answer your questions and share my point of view on this important topic.
The biggest challenge I believe is transitioning those people from thinking purely about their products and services to focusing more on the challenges/needs of their target audience. You lead with Content for inbound marketing. Outbound leads with mass communication. So it's a challenge to have them think about creating helpful content versus purely advertising and sales. Outbound marketers don't typically focus on producing "Top-of-the-marketing-Funnel" types of content that we encourage inbound marketers to make. So there's a lot of training on putting focus into creating eBooks & buyers guides, blogs, webinars, industry white papers ect.
You know you've got an outbound marketer when the first offer they come up with is some sort of "sale" on their product or they are offering incentives like giftcards/coupons for leads versus helpful content that their target audience values because it helps solve their problem.
Q. Do you have a checklist you go to when qualifying a company for Hubspot software and Inbound Marketing?
I do have a checklist, and it is thus: The four C's
Concept of a lead
- Does the business have a concept of needing "leads" for their sales staff to connect with and bring to a close? Does the business need relationships with their target buyers in order to build trust/value and go for a close? Long sales cycles and dedicated sales staff generally mean they understand and need leads. Hubspot & inbound marketing is VERY good at getting leads, so this is a good fit.
Capable of creating content
- Is the company committed to creating a lot of content with me? Inbound marketing RUNS on content. It is the fuel that drives the engine. I need to know the company is committed to producing fresh, helpful blog content for their target audience 1-3 times per week, EVERY WEEK minimum in order to be successful.
Committed for the long term
- Inbound Marketing is not a "get rich quick" strategy. But it is, get rich smart and stay rich in the long term, if that makes sense. So basically I'm looking for people who are willing and able to stick it out with blogging, SEO, lead generation and social media marketing not just for 90-120 days, but at least until they invent something to replace the internet as the best way to get your business found.
Cash in the Budget
- Inbound Marketing is definitely far more cost effective than other out-bound lead-generation programs, but it's not free. It takes man hours (over head) to create the content, optimize it for SEO, promote it to their community, converting and tracking leads, and well as nurturing those leads so they are sales-ready. And either the company itself is going to provide those man hours to utilize the tools and techniques I train them on, or they need to be prepared to pay another certified professional who can. I also happen to know a great Hubspot Reseller in Connecticut who would be willing to help....eh hem, SEMZEN, [cough cough]...
Thanks Nick. We always appreciate a shameless plug!
Hey folks, don't go anywhere! Nick's not done. This is only part one of a two part interview. Be sure to check back in a few days to read the rest of Nick's answers. Better yet, subscribe to our blog and get the answers right in your inbox!!
To be continued....
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