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Road to Revenue Buying and Selling in 2012 Steven Woods Sept 25th, 2012
Buying: Simplified
Status Quo
Interest is Piqued
I want more web analytics
magic
The Ask
Research
Social Influencers
Solution Options
Web Presence
Visualization
Mobile Options
Whitepapers
Social Community
Will it integrate?
Implementation Questions
Technical Research
Can I integrate
everything?
Social Media Questions
Social Engagement
Blog Content
Webinars
It’s good
Team Consensus
Can we buy it?
Purchase Attempt
Decision Making
An optimally timed sales call
We’re here for you
Finance
Looks worthwhile
Gonna take your RSS
budget
Undiscovered Stakeholders
Objection Hunting
Support Portals
We want Webtrends
Consensus Again
The Purchase
Let’s get started
Buying Observations
- It’s online
- It’s about the buyer
- It’s complicated
Buying Observations
- It’s online
- It’s about the buyer
- It’s complicated
Changing World of Sales
“SPIN Selling” –
Neil Rachman
“Hope is not a Strategy” – Rick
Page
Product Price
Personality
32
Time with Sales is Decreasing 78% of business decision makers reporting a decrease in time
with sales reps
ABM’s Digital Transformation study
Buyers Do Not Tell The
Truth on Web Forms
Buyer Honesty is Low
Vendor comparison
Online: Bob The Buyer’s Journey
Search “vendor
comparison”
“Champion” behavior (content
forwarding)
Community Site:
Extensions
Website: Data
visualization Inquiry:
Whitepaper download
Deep Dive: Product Pages
Social: Resolving objections
Bob the Buyer
Buying Observations
- It’s online
- It’s about the buyer
- It’s complicated
Economic Filters on Information
Filters and Mass Availability
But Something Went Wrong
Economic Filters to Social Filters
How do Buyers discover information
Passive: I happened to be ___
and I noticed…
Active: I was looking for ___,
and I found…
Influenced: I trust ____ and he/she
says…
Discovery…
Buying Observations
- It’s online
- It’s about the buyer
- It’s complicated
Complicated? Why?
vs.
Buying and the Funnel
Understand Buying – Drive Revenue Value
Reach
Conversion Velocity
Return
Buying: It’s online
It’s about the buyer
It’s complicated
Selling: Understand DBL
Be discoverable
Analyze buying
Build a
Revenue Engine
So what do we do? 5 short stories
Reach
Understand Buying – Drive Revenue
Reach: Content is King
‣ Penton/Leeson - Permanent magnet motor - Higher torque at lower speeds
‣ Technical/Engineering buyer - Awareness - Discovery - Comparison
‣ Results - 20k contacts - 7400 actions - 1100 leads
Content Description Type Phase
Understanding AC induction, permanent magnet and servo motor technologies: OPERATION, CAPABILITIES AND CAVEATS
eBook Awareness
Understanding Permanent Magnet Motor Technology Webinar
Webinar recording Awareness
Sizing and Selecting Permanent AC Motors White paper Awareness
Permanent Magnet Motors Save Energy, Increase Efficiency
Rewrite of Jan 19th article
Discovery
Understanding Permanent Magnet Motor Technology
Web seminar Executive Summary
Discovery
Platinum e Product Sheet Product Sheet Comparison
Basic Training Manual Training Manual Comparison
Download a Permanent Magnet Motor CAD Model Offer
Value
Reach
Understand Buying – Drive Revenue
Value: Connect to Buyers’ Interests
‣ STEMCELL - Specialty Biotech - 1500 products targeted at
scientists ‣ Advanced T-cell products
- Specialized buyer ‣ Activity-guided nurturing
- 6 “trunk” emails - 4 “interest” paths (2-4 emails)
‣ Only 2.4% of leads but 8% of revenue opportunities
Value
Reach
Conversion
Understand Buying – Drive Revenue
Conversion: Think Beyond the Email
‣ Infoblox - Network management and
automation ‣ Influencer-based Campaign
- Book as content asset - Follow on Twitter as action - Daily draw based on Klout
‣ Double goal - Event signup - IPv6 Thought leadership
‣ 2M in opps, 10% of attendees
Value
Reach
Conversion Velocity
Understand Buying – Drive Revenue
Velocity: Align Marketing with Sales Efforts
‣ McAfee: Leader in security systems ‣ Modular scoring
- Base of Fit & Engagements - Boost for product or industry focus in sales
‣ Results - Continual communication with sales - 75% reduction in time from lead to MQL - 16,000 hot leads created
Value
Reach
Conversion Velocity
Return
Understand Buying – Drive Revenue
Return: Not all Metrics Go Up
‣ Platts: Leader in Energy publishing ‣ Analyzed entire revenue flow
- from contact to close - Bottleneck found in marketing-sales handoff
‣ 64% reduction in lead flow - Increase lead accept from 30->70% - Marketing sourced business jumped from 22 -> 28%
Thank You