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- 409 g
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They Ask, You Answer
How to Build and Strengthen Your Company's Future Using Inbound Principles189
Use inbound principles to build and strengthen your company's future We're in a major shift in a fundamental aspect of how businesses grow, how buyers purchase, and how businesses build meaningful conversations and customer relationships. Companies who align their mission, strategies, action plans, and tools with the way buyers think, learn, discover, and purchase will have a huge competitive advantage. Organizations need to adjust their mindset and build a strategic foundation to deal with these facts and not just update a business plan. Inbound Organization shows leaders how to build their company's future around Inbound principles and strengthen the structural foundations necessary to deal with the changes in buyer behavior. It explains how and why Inbound ideas and how to create a remarkable customer experience belong in the boardrooms and on the desks of founders, entrepreneurs, business leaders, and anyone who has a responsibility to lead their organizations into the future. * Discover the foundation of inbound principles * Learn how to put ideas into practice today * Read about organizations that successfully apply the principles of Inbound * Keep your business on course to succeed amidst buyer changes Stay ahead of the curve and learn how to use Inbound principles to ensure you're always ahead of the curve.
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DAN TYRE joined HubSpot as a member of the original start up team in 2007, and has led the sales recruiting, sales training, leadership program, and managed national and international sales teams. An authority on inbound marketing and sales, Dan is a regular speaker, writer, blogger, instructor, and coach to those who seek inbound success. TODD HOCKENBERRY founded and runs Top Line Results, a management consulting firm specializing in helping companies understand how to change to achieve dramatic growth. TLR matches best practice Inbound strategies to each company's situation and goals, helping hundreds of companies grow their businesses. Go to www.inboundorganization.com for free bonus content.
Foreword xiii by Brian Halligan, CEO and Chairman, HubSpot Preface xxi Our Stories xxvii Acknowledgments xxxv Introduction xxxvii Chapter 1 Doing Business in the Twenty-First Century 1 Change Happens Gradually, Then Suddenly 1 Increased Competition from Everywhere 4 Chapter 2 Buyer Expectations Have Changed 6 Today's Customer Will Not Be Tomorrow's Customer 7 Traditional Industries Are Not Immune to the Challenge 10 Why the Inbound Organization Philosophy Is the Right Approach 11 Chapter 3 The Building Blocks of an Inbound Organization 14 The Disruptive Impact of Inbound 15 Chapter 4 Inbound Assessment and the MSPOT 19 Inbound Organization Assessment 19 Creating an MSPOT 28 Chapter 5 Start with Your Mission 33 What Is Your WHY? 33 Document Your Mission 35 Chapter 6 Building a Culture That Reflects Inbound Values 40 Trust, Transparency, and Accountability 42 Putting People First 45 Teams and Teamwork 47 Chapter 7 Inbound Decision Making 51 Inbound Decisions 53 Use Good Judgment 56 Chapter 8 Create an Inbound Operating System 58 Creating Your Culture Code 59 Open Communication Spaces and Tools 62 Employee Feedback Mechanisms 64 Regularly Scheduled and Structured Interactions 65 Chapter 9 Find Inbound People 68 Inbound Recruiting-The Candidate Experience 71 How Do You Find the Right Employees for a People First Culture? 74 Chapter 10 Cerasis-Culture Creating a Movement around a Mission 76 Chapter 11 Inbound Strategies-Change from Selling to Helping People 84 An Inbound Strategy Defined 87 Be Honest with Yourself and Your Team 89 Chapter 12 Inbound Strategies Are Engagement Focused 92 Connecting Emotionally 93 Delivering the Right Help at the Right Time 95 Try Before You Buy 96 Chapter 13 Inbound Strategies Are Persona Based 99 Buying Insight 101 How Target Markets Are Different than Demographics 105 Chapter 14 Politics, Personas, and Inbound 110 Chapter 15 Inbound Strategies Match the Buyer's Journey 115 Awareness 118 Consideration 120 Decision 122 Success 123 Chapter 16 Centralized View of the Customer 126 Warning 128 How to Build a Centralized View of the Customer 128 Chapter 17 My Car Dealer, No Help at All 131 Chapter 18 Inbound Marketing Is a Strategic Imperative 136 Why Inbound Organizations Must Be Great at Producing and Publishing Content 137 What Is the Source of Great Content? 137 What Are the Most Important Types of Content to Produce? 139 The Secret of a Successful Inbound Marketing and Content Strategy 141 What You Get from Inbound Marketing and Content 144 Chapter 19 Bell Performance-Content Attracting, Engaging, and Helping an Audience 146 Chapter 20 Inbound Selling 152 Developing an Inbound Sales Process 156 Personalize the Entire Sales Experience 160 Chapter 21 Yokel Local's Strange Trip to Becoming a HubSpot Agency Partner 162 Chapter 22 SMarketing 167 Implementing SMarketing 170 Set Common Goals with a Service Level Agreement 171 Chapter 23 Tube Form Solutions-Aligning the Sales Team with Buyers 175 Chapter 24 Inbound Service 184 Defining the Customer Journey 186 How Do You Build the Ideal Customer Journey? 189 What Buyers Expect from Inbound Service 190 Chapter 25 Measuring the Health of Your Relationships 192 Health Check as a Best Practice 193 Service Alignment with Marketing and Sales 195 Chapter 26 Inbound Back Office 197 Do Finance and Accounting Help Your Customer's Experience? 198 Finance's Role Moving Forward 201 Inbound Value on the Balance Sheet 201 Inbound Legal 203 Inbound IT 205 Chapter 27 Inbound Ecosystems 208 The Ideas behind an Inbound Ecosystem 210 Chapter 28 The Inbound Organization in 10 Years 214 Technology Will Drive Marketing and Sales Personalization 216 The Inbound Organization in 10 Years 218 Adopt Inbound 220 Notes 223 Index 237