Page 102 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

10
Flip the Demand Generation Formula—Get
Buyers to Find You

Have you been cold-called in the past six months? Did you enjoy the
experience? Did you engage with the salesperson? Did you buy the product?

Have you recently received an unsolicited piece of direct mail or email? Did you
open it? Did you like receiving it? Did you buy the product that was promoted?

Have you conducted a Google search to research a product in the past six
months? Did you enjoy the process? Did you make a purchase?

Have you heard about a product in social media from people you trust? Did you
look into the product? Did you end up buying it?

I have posed those questions to hundreds of audiences over the years. Some were
MBA students. Some were doctors and lawyers. Some were tech entrepreneurs.
Some were realtors. Regardless of the audience, the results of the survey are
always the same. Very few hands go up when folks are asked whether a cold call
or unsolicited email instigated a purchase. Almost all of the hands go up when
people are asked whether a Google search or social media discussion influenced
a purchase.

Buyers get annoyed with the interruptive tactics referred to in the first two sets
of questions. At HubSpot, we call these tactics “outbound marketing.” Outbound
marketing just doesn't work anymore. Buyers dislike outbound marketing so
much that they actually invest in technology to keep these tactics out of their
lives. Buyers add themselves to the Do Not Call Registry. Buyers use DVRs to
fast-forward through television commercials. Buyers keep unsolicited email out
of their inboxes with spam blockers.

Today's buyers are empowered by the Internet. They are empowered by Google
and social media. At HubSpot, we refer to these channels as “inbound
marketing.” Buyers do not need to talk to a salesperson, read an advertisement,
or visit a booth at a trade show.

Buyers can be bored at home on a Saturday night and start researching the
problems they are experiencing at work. This action is the start of the modern
sales and marketing funnel.