They ask you answer a revolutionary approach to inbound sales, content marketing, and today's digital consumer
A revolutionary marketing strategy proven to drive sales and growth They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource y...
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
2017.
|
| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630335206719 |
Tabla de Contenidos:
- Intro
- Title page
- Copyright
- Foreword
- PART I A Very Different Way of Looking at Business, Marketing, and Trust
- Chapter 1 The Fall
- How I Became a "Pool Guy"
- 2001-2008: The False Economy
- 2008: The Wheels Start to Fall Off
- Chapter 2 A Massive Buying Shift and the Blur between Sales and Marketing
- Chapter 3 This Book Won't Work for You If . . .
- Chapter 4 The Discovery of They Ask, You Answer
- Chapter 5 "They Ask, You Answer" Defined
- Chapter 6 Brainstorming the Questions You Are Asked Every Day
- Putting It Into Action
- Chapter 7 The Ostrich Marketing Strategy
- Chapter 8 The CarMax Effect
- The Beginnings of CarMax and a New Way to Sell
- Putting It Into Action
- Chapter 9 The Discovery of the Big 5
- Chapter 10 Content Subject 1 Pricing and Costs: Why We Must Talk about Money
- 1. Every Solution Is Different
- 2. Our Competitors Will Find Out What We Charge
- 3. We'll Scare Customers Away
- Chapter 11 How One Article about Money Generated More Than 3,000,000 in Sales
- Putting It Into Action
- Chapter 12 Case Study 1 High-End B2B Technology Company Generates More Than 8,000,000 in Additional Revenue
- About Segue Technologies
- The Snowball Begins
- Segue Technology's Astounding Growth
- Improving the System to Produce Content
- Chapter 13 Content Subject 2 Problems: How to Turn Weaknesses into Strengths
- Chapter 14 Addressing the Elephant in the Room
- Chapter 15 How Talking about Our Problems Generated More Than 500,000 in Revenue
- Putting It Into Action
- Chapter 16 Case Study 2 An Equipment Financing Company Becomes a Digital David and Conquers the Industry Goliaths
- About Smarter Finance USA
- Smarter Finance USA Embraces They Ask, You Answer
- Smarter Finance USA Focuses on Educating Small Business Owners Searching for Equipment Loans Online.
- Smarter Finance USA's Educational Content Pays Off in a Big Way
- Chapter 17 Content Subject 3 Versus and Comparisons
- The Results
- Putting It Into Action
- Chapter 18 The Critical Need for Unbiased Content
- Disarmament: The Quickest Way to Build Trust
- Chapter 19 Content Subjects 4 and 5 Reviews and Best in Class
- Putting It Into Action
- Chapter 20 Using Reviews to Establish Yourself as an Expert
- Chapter 21 The Impact of Discussing the Competition
- Putting It Into Action
- Chapter 22 Case Study 3 Small Retail Appliance Store Dominates Online and Makes Millions
- About Yale Appliance
- A CEO Becomes the Head of Business Development
- Yale Appliance Tackles the Tougher Questions
- Yale Appliance's Success with Inbound Marketing
- Chapter 23 The Competition
- The Bad Fits
- The Customer
- Chapter 24 How They Ask, You Answer Saved River Pools and Spas
- PART II The Impact of They Ask, You Answer on Sales Teams
- Chapter 25 How Great Content Is a Total Game-Changer for Sales Teams
- Seven Major Benefits of Sales Teams Embracing They Ask, You Answer
- Chapter 26 A Dramatic Discovery
- Chapter 27 Assignment Selling
- An Example of Assignment Selling in Action
- The Special Rights of the Teacher
- What Homework Can Tell Us about the Prospect
- Chapter 28 How One Remarkable Couple Changed My Perspective on the Power of Content to Sell
- Chapter 29 Content Never Sleeps
- Chapter 30 Using Assignment Selling to Avoid Common Sales Pitfalls
- Chapter 31 Using Assignment Selling to Determine Compatibility
- Chapter 32 Case Study 4 How a Start-Up Company in the Health Care Space Became the Thought Leaders of an Entirely New Industry
- Phase 1: Uniting the Marketing and Sales Silos
- Phases 2 and 3: Live Webinars and Events
- Success and Plans for the Future
- PART III Implementation and Making It a Culture.
- Chapter 33 The Power of Insourcing and Using Your Team to Create Incredible Content
- Chapter 34 How Block Imaging Embraced a Culture of Insourcing
- The Silos Must Be Eliminated
- Understanding the What, How, and Why
- Chapter 35 Starting Off They Ask, You Answer with a Bang Company Workshops
- Principle 1: Consumer Expectations Have Changed
- Principle 2: The Way Google and Other Search Engines Work
- Principle 3: The Way Consumers Search and the Big 5
- Principle 4: Group Brainstorm of Content Ideas
- Principle 5: The Impact Content Can Have on the Sales Process and Closing Rates
- Principle 6: The Reason Why Everyone's Voice, Talents, and Knowledge Are Critical for Success
- Principle 7: The Editorial Guidelines Going Forward
- Principle 8: A Look into the Future
- Chapter 36 The Content Manager Qualities, Hiring, and More
- Someone Must Own It
- Duties of a Content Manager (per Week)
- Choosing the Right Leader of Your Content Marketing Efforts
- Ten Essential Qualities of Great Content Marketing Managers
- Why a Trained Journalist May Be a Perfect Match for Your Content Marketing Needs
- How Do You Ensure the Candidate Is a Match for the Organization And Brand?
- Chapter 37 On the Importance of Tools Measuring Return on Investment, the Power of HubSpot, and More
- 1. The Continuous Ability to Measure ROI of Your Digital Marketing Efforts
- 2. The Ability to Track Lead Behavior and Use This Advanced Intelligence throughout the Sales Process
- 3. The Ability to Track SEO
- 4. The Ability to Test Your Website
- PART IV Your Questions Answered
- Chapter 38 How Do I Find More Time to Make This Work within My Organization?
- Every Single E-mail You Ever Send Out That Answers a Question Very Well May Be a Blog Post
- Start Talking to Yourself Out Loud-a Lot
- Participate in Blogathons or Videoathons with Employees.
- Get a Content Manager . . . Yesterday
- Insourcing Is Huge
- Learn How Each Employee Best Communicates, and Then Run with It
- Turn On the Camera and Hit "Record"
- Stop Doing the Thing That Does Not Bring the Greatest Returns
- Is It about Time, or Is There Something Else Really Going On Here?
- Chapter 39 Just How Important Is Video to Inbound and Content Marketing? How Does It Relate to They Ask, You Answer?
- Everyone Is a Media Company
- If They Can't See It, It Doesn't Exist
- We Must Show It
- Chapter 40 How Long Will It Take They Ask, You Answer to Work?
- Doing Content Marketing the "Right" Way
- Five Stages of Content Marketing Success
- Chapter 41 Is Content Marketing and They Ask, You Answer Just a Fad?
- What Exactly Is Content Marketing?
- Chapter 42 How Can I Keep My Team Engaged in the Content Production Process?
- Ten Ways to Keep Your Employees Motivated to Participate in Content Marketing
- Chapter 43 "I've Been Told If We're Not Adding Anything New to the Conversation, Then We Shouldn't Be Talking about It"
- Chapter 44 A Revolutionary Marketing Strategy
- Index
- EULA.
