ascent demand generation program€¦ · •content marketing can drive actionable leads •content...

ASCEnt Demand Generation Program

Program Sponsor:

WORKSHOP #2 2016-2-16

CAMPAIGNS, CONTENT, SALES ENGAGEMENT

Demand Generation Program

ASCEnt

Agenda

1. Re-Introductions

2. Recap & Overview

3. Content & Campaigns a) Content Planning

b) Reduce, Reuse, Recycle

c) Finding Your Voice

d) Finding a Topic

e) Blogging

f) Content Promotion

4. Sales Engagement

RECAP & OVERVIEW

Campaigns & Content

Common Themes…..

• TARGETED…. – Audience – Messaging

• Right message to the right person at the right time

• Positioning • Pre-emptively Handling Objections • Sales Outreach • Focus/Efficiency • http://www.virtualcauseway.com/demandgen/

Marketing and Sales Alignment

Education>Evaluation>Selection

WHAT IS CONTENT

MARKETING?

Campaigns & Content

What is Content Marketing?

“Content marketing is the process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.” Amanda Maksymiw

Content Marketing Tactician of the Year


“Traditional marketing and advertising is telling the world you’re a rock star. Content marketing is showing the world that you are one”

Robert Rose

Chief Strategist at CMI


“Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action.”

Velocity Partners


• Content marketing drives brand awareness

• Content marketing further engages your target audience

• Content marketing shares relevant and engaging knowledge with your current customers

• Content marketing can drive actionable leads

• Content is king

CONTENT PLANNING

Campaigns & Content

Content Planning

An Approach to Content Planning

For Multitaskers 1. Understand your buying cycle

2. Determine your voice

3. Find an issue

4. Create “compelling” content

5. Create content consistently

Content Planning

Getting the Right Mix:

Content Planning

An Approach to Content Planning

For Multitaskers 1. Understand your buying cycle

2. Determine your voice

3. Find an issue

4. Create “compelling” content

5. Create content consistently

MOFU

BOFU

TOFU

Content Planning

Top of Funnel

Middle of Funnel

Bottom of Funnel

MOFU

BOFU

TOFU

Content Planning

Top of Funnel

Middle of Funnel

Bottom of Funnel

Lead Acquisition

Lead Nurturing

Lead Qualification

Content Planning

If you aren’t generating enough net-new

leads you need….

TOFU

Content Planning

If leads are not making it to the qualification

stage you need more…

MOFU

Content Planning

If leads are qualifying but not closing you

need more….

BOFU

Content Planning

MOFU

BOFU

TOFU How-to videos Blogs White papers eBooks Tips/educational Webinars

People like to read, skim and

watch

Content Planning

MOFU

BOFU

TOFU Product videos & video demos Case studies Data sheets Product Webinars

People need more data to

consider, samples and examples become more

important

Content Planning

MOFU

BOFU

TOFU ROI calculators Testimonials & testimonial videos Trials People want to interact and see

for themselves

REDUCE, REUSE, RECYCLE

Campaigns & Content

A Webinar isn’t just an

online event…

It’s a content HUB

Reduce, Reuse, Recycle

Slides

Blog Series

Podcasts

Archived Video

Whitepaper

FINDING YOUR VOICE

Campaigns & Content

Finding Your Voice

Finding Your Voice

3 C’s of Finding Your Voice

Culture

The core of your brand’s voice must come from its culture.

Every organization has something that makes it

unique, whether it’s philanthropy or a unique founding story or poker

Fridays.

Community

Having a social media voice lets your community — new

and old — know what to expect when they interact with

you.

Conversation

Determine what you’re bringing to social media by putting your brand out there (customer support, industry education, general fun or

product promotions).

Communicate with personality and authenticity.

Be comfortable, conversational and relatable.

Finding Your Voice

FINDING A TOPIC

Campaigns & Content

Finding a Topic

It’s not about you. Focus on customer needs and issues.

Start with a single high priority issue

Keep it fresh

Use your customers

Bringing in a recognized analyst

Connect to your product/solution or your industry

expertise in some way (when it’s relevant)

Be helpful

Finding a Topic

Follow the top bloggers and influencers

Check out the competition

Take a prospect/customer out to lunch. Interview them.

Get on Twitter. Follow the influencers.

Ask Questions

Remember: Keep it fresh and relevant to your Target

Market.

Finding a Topic

Avoid Bad Content! Me-too blog posts

Long and boring video interviews

E-books that take a simple idea and draw it out over 30+ pages

Technical and bland white papers

Lack of voice or personality

BLOGGING

Campaigns & Content

Blogging

YOUR BLOG IS

A HUB TOO!

Blogging

Your blog is a hub. Assume no one will find your blog

posts through search.

Make a schedule and stick to it. Make yourself

accountable.

Content plans longer than 3-4 months aren’t needed.

Blog about issues important to your target audience

Tips, lists and images work best

Blogging

Blog Like BuzzFeed

Blogging

Win The Zero Moment of Truth 71% of people use the internet on a daily basis for their business purchase

decisions. Google Zero Moment of Truth Study

The Big Lofty Goal: Have a lot of “fantastic content” in a lot of places to

influence the purchaser and win the Zero Moment of Truth.

CONTENT PROMOTION

Campaigns & Content

Content Promotion

Two Objectives

Objective #1: Driving people to your content Promoting your content online and offline while spreading backlinks that bring people to your website to get it.

Objective #2: Driving content to your people Putting the content, versions of it, all over the social media sites where your prospects can trip over it.

Content Promotion

Driving Your Content To People

Driving People to Content • Slideshare

• Turning content into articles (BizNik, Social Media Today,

Industry Websites)

• Place on YouTube and Vimeo

Content Promotion

Driving People to Content

Driving People to Content • Put it on your website. Flag on your home page

• Blog about it – at least once.

• Issue a press release. Do publicity

• Tweet about it

• Bookmark it – social bookmarking services like digg,

delicious and Stumble Upon increase backlinks and traffic.

• LinkedIn, Facebook etc.

• Email newsletter

• Make it the call-to-action of all outbound marketing

• Put a link to it on every business email

Content Promotion

Digital Breadcrumbs

Digital BreadCrumbs Create digital breadcrumbs that lead people down a trail to

a substantial piece of content that they can download by

filling out form

Email

Social

Blogs

Landing Page With Form

Offer Given &

Lead Generated

Lead Nurturing

Content Promotion

Principles of Content Promotion

Principles of Content Promotion:

• Principle #1: Distribute content to as many places as possible

• Principle #2: Test content types

• Principle #3: Track and measure at all levels

• Principle #4: Mix curated content with promoted content

• Principle #5: Consistency and frequency is important

• Principle #6: Think beyond digital

Content Promotion

SALES ENGAGEMENT

• Targeting

• Messaging

• Making the Sales Call

• Objectives

• Qualifying

• Objection Handling

• Tips from the Trenches

• Benchmarks

Sales Engagement

TARGETING

Sales Engagement

Who is Your Best Prospect?

Target Market – Who are you going to approach about your product or service? What is their profile?

• Target Geography

• Target Vertical

• Target Company Size (annual revenue &/or # of employees)

• Target Contact – influencer and decision maker

o Drill down to identify the target titles

Tip: Who are your best customers?

Use them as the starting point for a profile.

MESSAGING

Sales Engagement

Education>Evaluation>Selection

Finding Your Voice

Right message to the right person at the right stage in the buying cycle

Having a Conversation!!!!!!

Messaging

WIIFM – What value does your product or service bring to these individuals/companies? In other words what PAIN does your product/service solve?

Tip: Ask your current clients or prospects what interested them in your product or service.

Messaging

THE SALES CALL

Sales Engagement

You must communicate WIIFM in the first few seconds.

Before the call, ask yourself:

• What do prospects want most as it relates to my product or service?

• What do they want to avoid? (or have Pain about)

• How can I help them do their jobs more effectively? (or create more profit/savings)

15 Seconds to Success

Opening Statements are 15 seconds in length

1. Introduction – yourself and company

2. Benefit – WIIFM

3. Get the prospect involved (ask an open ended question)

Tip: A good opening has all 3 elements and keeps to the time limit.

Opening

Body is 2-10 minutes in length

• Qualification Questions – incorporate project specific qualification criteria and BANT

– Organize criteria questions based on deal-breakers

• Uncover their pain with current solution/situation and determine future needs

Tip: BANT is critical in identifying quality prospects.

The Body

Consists of a discussion of where to go from here, could be: • webinar sign up • sales rep follow up • an appointment • product demonstration

Tip: Advancement vs. Continuation – see slide 19.

The Anchor

Assume the close, do not ask.

Ask for the order!

Tip: The biggest mistake you can make is to ask a question and then fail to wait for an answer.

The Anchor

CALL OBJECTIVES

Sales Engagement

#1 Objective is to secure a lead, meeting, registrant or demonstration.

#2 Objective is advancement. This could be sending information, scheduling a follow up discussion, collecting new data or account intelligence, a good referral, etc.

• Gain prospect mindshare.

• Position your company/product industry leaders.

• Ascertain the perception the prospect has of our company/product.

• Others?

Sub Goals

Call Objective/Goals

• Tactical: – Attempts

– Connects

– Send Info

– Leads/Appointments

– Product Demonstrations

• Strategic: – Win vs. Loss

– Advance vs. Continuation

Single Sales Objectives

• # of Dials per day – more dials = more quality conversations = more

appointments = more conversions = more sales

– 56 calls/day average for Lead Gen Reps

– 39 Calls/day average for Inside Sales Rep

• # Conversations per day – Average 9.5 per day per rep

• Attempts per prospect – average is 5.5 attempts

Sales Activity Metrics

• Wins: – Lead

– Appointment

– Demo

– Registrant

– Sale

– Etc…

• Advancements: – Send Info (the first time…)

– Scheduled Follow-Up (the first time…)

– New Data/Account Intelligence

– Referral (a good one)


QUALIFYING

Sales Engagement

B-

A-

N-

T-

BANT

B- Budget - What is it? Access to budget? Process? A- Authority - Decision Maker? Influencer? Process? N- Need - PAIN!!! T- Timeline - Decision/Implementation/Process

BANT

Don’t forget to ask the seven basic qualifying questions of every inbound or outbound call:

7 Basic Qualifying Questions

1. WHAT business issues are driving the investigation into new technology?


2. HOW do they anticipate IT will address those issues?


3. WHEN would they ideally like the solution to be in place?


4. WHAT other solutions are they considering? (Competition)


5. HAS a budget been established?


6. WHO else in addition to them will be on the decision team for this type of solution?


7. WHAT other groups within the corporate environment also have a business need for your solutions?


OBJECTION HANDLING

Sales Engagement

Listen, Clarify and Respond

• Listen to the objection

• Clarify the objection and repeat it back

• Respond to the objection

Tip: The key to objection handling is to react less quickly when an objection is raised and find out more about the problem. Clarify exactly what the problem is then try to overcome the objection. Ask more questions. Finally, if you have dealt with the objection successfully and it is the right time, close the sale, or move on the next stage of the sales process.

Objection Handling Techniques

Feel, Felt, Found

• First empathize with them, telling them that you understand how they feel.

• Then tell them about somebody who felt the same way.

• Then tell them how that other person found that things were not so bad and that when they did what you want the buyer to do they found that it was actually a very good thing to do.

Tip: Never interrupt your prospect what they are objecting

Objection Handling Techniques

Don’t mistake ‘send me information’ for a legitimate sign of interest.

• Don’t let your literature do your selling.

• When you get the ‘send info’ objection, be sure the prospect is really interested and not just trying to get rid of you.

• It is better to get a ‘No’ now than spin your wheels sending information and following up.

The Send Info Objection

If the request comes early in the call,

“I’d be happy to send you information. So that I can include what would apply best in your situation, let me ask you a few more questions . . . “

If the request comes later in the call,

“I’d be happy to send you something that summarizes what we have discussed. Let me ask you, if you like what you see, I’m assuming we’ll be able to book a meeting for a product demonstration”

The Send Info Objection

• People buy VALUE not price. Help them understand the value.

• Ask more questions to get to the true objection.

• Put the savings in terms of profits or relate to common expenses.

“Suppose you had no financial constraints within the next fiscal year. What would you do differently?” “Is it really about the money or the fear of making a purchase that may not see the results you really want?”

Overcoming the NO BUDGET Objection

The No Budget Objection

TIPS FROM THE TRENCHES

Sales Engagement

• You search LinkedIn but you don’t have the contact’s full name as you are not a 3rd degree connection

• Go to Google and search the contact’s first name and company

• You now see the search with full contact information or click on the Google link to the contact record in LinkedIn

• Reflect and adjust.

• Find your customer’s pain points and alleviate them.

• Nurture leads that are not ready to buy NOW.

• Integrate marketing programs – the sales process does not begin until a conversation is had to QUALIFY the prospect.

More Tips

• 1on1 Meetings

• Second War Room Session

• 1on1 Meetings

• Final Group Session

– Sales Enablement

– Recap

– Measurement/Metrics

• http://www.virtualcauseway.com/demandgen/

Next Steps

http://www.virtualcauseway.com/demandgen/

http://www.virtualcauseway.com/demandgen/

Rick Endrulat

T: 519-886-1600 x622

[email protected]

Archived presentations and materials http://www.v-causeway.com/demandgen

Contact Info

mailto:[email protected]



ascent demand generation program€¦ · •content marketing can drive actionable leads •content...

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