Date post: | 18-May-2015 |
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Partner Logo Here
Lead Intel: Readying the Field to Successfully Follow-Up
on Marketing Leads
Hosted by:
Mitch Emerson @Compelligence | Jeff Linton @ActOnSoftware
Partner Logo Here Today’s Presenters
Mitch EmersonCo-Founder
Compelligence
Jeff LintonProduct Marketing Act-On Software
#AOWEB
Partner Logo Here The Story
3 key pieces to a successful sale• Qualified Leads• Competitive Sales Guidance• Prospect History
• Give your team the prospects that are interested
• Prepare the sales field on how to counter competition
• Prepare the sales on how to customize and position the pitch
Partner Logo Here Agenda
Plan and Tools: How and what to generate the correct leads for sales
Educating the sales team: What should they know about your competitors
Key aspects of good competitive sales intelligence for marketing and sales
Partner Logo Here Lead Generation
Outbound– Email – Social Media– Webinars– Landing Pages– Downloads – Events
Inbound– Website– Blog
Partner Logo Here Plan-Persona & Profile Data
Tracking… Who, When, How Often… What did they do become a Lead/DealThe Path:
Opened > Downloads > Webinars > Pages Visited
Partner Logo Here Setting the Quality Score
Your Digital Assets[are they all the same?]
Individuals[are they all created equal?]
Companies[does revenue matter?]
Industry[is this your target audience?]
C u s t o m i z e d | Ta r g e t e d | R e l e v a n t C o m m u n i c a ti o n s = R e v e n u e
Partner Logo Here The Knowledge
15… 25… 41… Automated Triggered Alerts for Sales
MQL: Marketing Qualified Lead
Sales says “there is GOLD in them there LEADS”
Partner Logo Here Win the Customer
• Remember: qualified leads do not equal customers!
• Potential customers are in the market for your types of products or services—and your competitor’s products as well.
• Your field needs to have easy access to the info that will answer most of their questions before they are asked
Partner Logo Here Know Your Competitor: Key Info
Your potential customer is comparing productsCompelligence provides critical data to your field
1. Description of competitive products the lead is considering
2. Sales positioning strategy
3. Main influences on price
4. Critical features andwhy they are important
5. Strengths and weaknesses
6. Access to other resources
Partner Logo Here Know your Competitor: Positioning
• 5 elements sales needs for competitive positioning:1. How to position your product or service2. How your competitor will attack3. How to respond to competitor attacks4. How your competitor positions their product or service5. How to attack or deposition your competitor
• Fact-based positioning statements are stronger than “marketing” ones
Weak Positioning Statements Strong Positioning Statements
“The most scalable product available” “Scales to support 5000 widgets, which is 10 times more than our competitor”
“More people choose our product.” “Deployed in 70% of Fortune 500 companies”
“Easiest to use” “Requires no training and can be ready to use in 5 minutes.”
Partner Logo Here Positioning Examples
vs vs
iPad Positioning StatementsThe iPad is thin, light, and fully loaded with featuresA 10-hour battery gives it the longest life in the marketTwo cameras make photo-taking and video communications easy
How Fire Positions
Only $199 19 million movies, TV shows, book, songs and magazinesSame touch-interface, viewing angle, and dual-processor like iPad
How iPad Attacks
Kindle has small market shareFire can only use Kindle eBooks; iPad can use Kindle and iBooksNo camera available on FireFire only has 8GB memory
How Fire AttacksiPad is more than 2x cost of FireiPad is too big and bulky to hold in one hand and read like a bookNo unlimited content streaming subscriptions available
How iPad Defends
iPad costs more because it gives you moreiPad’s larger screen makes multi-touch more functionaliPad’s better browser can stream from lots of free websites
iPad Positioning StatementsThe iPad is thin, light, and fully loaded with featuresA 10-hour battery gives it the longest life in the marketTwo cameras make photo-taking and video communications easy
How Notebook Positions
Full keyboard Easy multi-tasking and networking in single platformPremium stereo sound and HD monitor for immersive multimedia
How iPad Attacks
Notebooks are large and bulkyMouse/cursor are more awkward for navigating web, photos, contentBattery lifetime of notebooks are lacking
How Notebook Attacks
Creating content on an iPad is challengingiPad requires special cables and connectors for external devices iPad is virtually useless without a network connection
How iPad Defends
iPads are not geared toward content creation--different marketiPad cables are becoming more standard and availableWi-Fi or 3G options allow network access almost everywhere
Partner Logo Here Key Aspects of Competitive Sales Intel
Compelligence makes your Competitive Intelligence…• …. easy for sales to find
– Sales teams don’t have to go to different websites, different people, different locations for competitive information
– Easy, concise guidance that does not have to be “boiled down”
• …. highly relevant to each individual deal– Content can be customized to a deal-by-deal basis
• …. current and up to date– Allows feedback from field on what works and what doesn’t– Don’t let your field get burned with old or inaccurate data!
Partner Logo Here Tailored and Targeted Message
Now that your sales team has a qualified lead, knows how to defend and deposition the competition, tailor the message to the lead
Where did the lead come from and view the exact details• Webinars • Content• Pages • Score• Submissions
Partner Logo Here Five Leave Behinds…
1. Marketing and Sales need to be on the same page (have the conversation)
2. Know and understand your buyers and their buying process
3. Create Scores and a Plan to match The Buyers Process | Behaviors | Personas
4. Educate/Train Reps on Key Positioning
5. Measure / Adopt / Make Changes
Lead Intel: Readying the Field to Successfully Follow-Up on Marketing Leads
Partner Logo Here Thank you!
Mitch EmersonCo-Founder
Compelligence
Jeff LintonProduct Marketing Act-On Software
#ActOnSoftware