Boot Camp 103A - TechnologyBoot Camp 103A - Technology

Black Enterprise Small Business Boot CampBlack Enterprise Small Business Boot Camp

Presented by: Presented by:

Brent Leary, CRM EssentialsBrent Leary, CRM Essentials

““SocialSocial”” challenges facing small challenges facing small businessesbusinesses

Finding time to turn Finding time to turn goodgood customerscustomers into into advocates (Real $$$)advocates (Real $$$)

Finding Finding enoughenough good customers good customers Letting good prospects Letting good prospects find themfind them

– Leveraging SEO/SMO to be found Need to Need to automateautomate time consuming tasks time consuming tasks

keeping you from creating advocates:keeping you from creating advocates:

– Creating Creating attractive contentattractive content appealing to appealing to good prospects (including landing pages)good prospects (including landing pages)

– Capturing Leads from WebCapturing Leads from Web

– Qualifying LeadsQualifying Leads

• Separating the suspects from prospects

– Responding to Leads QuicklyQuickly and CorrectlyCorrectly

– Closing more good deals Closing more good deals efficientlyefficiently

Sales & Marketing Challenges

The Problem* Avg. Business has 7% awarenessAvg. Business has 7% awareness 90%+ of market not ready to buy90%+ of market not ready to buy Awareness = 6-7 touches per yr 80% of new sales take 8-15 contacts to gain interest Avg. salesperson abandons after 1-2 calls 50% of all leads buy – in 6-18 months Result

– Huge numbers of missed opportunitiesHuge numbers of missed opportunities

* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute

Lead Generation: Road to the Final FourLead Generation: Road to the Final Four

Pareto’s Principle – Hindsight is 80/20:

100 Sales Leads100 Sales Leads 20 Qualified Leads

4 Converted Leads4 Converted Leads

How much time and money are spent with How much time and money are spent with the 96 before reaching the Final Four?the 96 before reaching the Final Four?

Pyramid Of Customer LoyaltyPyramid Of Customer Loyalty

Technology Solutions to Business ChallengesTechnology Solutions to Business Challenges

Create an effective web presence Create an effective presence on the web Automate everything you can The Audacity of Content Conclusion

Customer Acquisition ProcessCustomer Acquisition Process

Campaigns LeadsGenerates Convertsinto

Opportunities

Contacts

Account

ForecastFeedsInto

Analyzed to determine success

Creating an effective web presence

Building out your websiteBuilding out your website

–Quick & EasyQuick & Easy

–DYIDYI

Creating an effective web presence

Building out your websiteBuilding out your website

–Quick & EasyQuick & Easy

–DYIDYI

Creating an effective web presence

Building out your blogBuilding out your blog

–Quick & EasyQuick & Easy

–DYIDYI

Creating an effective web presence

Building out your blogBuilding out your blog

–Quick & EasyQuick & Easy

–DYIDYI

Blogging + Podcasts + RSS = REACH!Blogging + Podcasts + RSS = REACH!

BloggingBlogging PodcastingPodcastingRSRSSS

Create an effective web presence Create an effective presence on the web Automate everything you can The Audacity of Content Conclusion

Technology Solutions to Business ChallengesTechnology Solutions to Business Challenges

Web 2.0 - 21Web 2.0 - 21stst Century Networking Century Networking

Create an effective web presence Create an effective presence on the web Automate everything you can The Audacity of Content Conclusion

Technology Solutions to Business ChallengesTechnology Solutions to Business Challenges

Small Business Continues to Small Business Continues to Move OnlineMove Online

Small business is evolving from just being online to doing business online.

Increasingly, consumers expect small businesses to respond quickly!

Example of a Small Business Sales CycleExample of a Small Business Sales Cycle

MarketingCollateral

10% Likelihood of winning

NeedsAnalysis

20% Likelihood of winning

Presentation40% Likelihood of winning

Proposal60% Likelihood of winning

ContractSubmitted

80% Likelihood of winning

ClosedLost

Negotiation90% Likelihood of winning

ClosedWon

Create an effective web presence Create an effective presence on the web Automate everything you can The Audacity of Content Conclusion

Technology Solutions to Business ChallengesTechnology Solutions to Business Challenges

Podcasting: Only the Beginning….Podcasting: Only the Beginning….

53%53% surveyed have downloaded or listened todownloaded or listened to a podcast at least once, with 41% claiming to have listened to podcasts on more than one occasion

65%65% said they listen to podcasts for BOTH personal AND business interest

60%60% of respondents said info on business or technology topics currently delivered as traditional white paperstraditional white papers or analyst reports would be more interestingwould be more interesting as podcasts as podcasts. And 55%55% of them would be more likely to consumemore likely to consume white papers if they were delivered in this manner

27%27% said podcasts already influence work-related already influence work-related purchase decisionspurchase decisions

Knowledgestorm survey of 3,900 B2B purchasers

New Tools of the TradeNew Tools of the Trade

del.icio.usdel.icio.us

Create an effective web presence Create an effective presence on the web Automate everything you can The Audacity of Content Conclusion

Technology Solutions to Business ChallengesTechnology Solutions to Business Challenges

High Level ChallengesHigh Level Challenges

Are you having problems Are you having problems responding to customer responding to customer requests?requests?

Are you losing to Are you losing to competitors?competitors?

Are you closing Are you closing enough deals?enough deals?

Do email campaigns Do email campaigns work for you?work for you?

Having trouble finding Having trouble finding customer information quickly?customer information quickly?

Any issues sharing customerInformation across the company?

Are your sales people Are your sales people always in the office?always in the office?

Lost any good Lost any good customers lately?customers lately?

Is the sales pipeline full?Is the sales pipeline full?

Web Presence

Determine whether to use a blog as your site Determine whether to use a blog as your site or a fully functional siteor a fully functional site

Are you a Do-It-Yourselfer?Are you a Do-It-Yourselfer? Know your limitationsKnow your limitations

Presence on the Web

Put your content where your audience isPut your content where your audience is Participate in the ongoing conversationParticipate in the ongoing conversation Put your old content to work for youPut your old content to work for you Recognize the thin line between social Recognize the thin line between social

networking and networking and not workingnot working

Automate Everything

Response to inquiries (Response to inquiries (quicklyquickly and and accuratelyaccurately))– Constant ContactConstant Contact

– iContactiContact

– CRM services (CRM services (Salesforce.com, Zoho, etc. Salesforce.com, Zoho, etc. ))

Routine tasksRoutine tasks Content creation (Content creation (widgetbox.com, widgetbox.com,

mysyndicaat.com)mysyndicaat.com) Inherit the webInherit the web

““Dramatize your ideas”Dramatize your ideas”

The Audacity of Content

““COLT 45… it does it COLT 45… it does it every time”every time”

The Audacity of Content

Pyramid Of Customer LoyaltyPyramid Of Customer Loyalty

““People People likelike doing doing business with people business with people they they likelike””

Thank You!Thank You!

Brent Leary BLEARY@CRM-ESSENTIALS.COM Blog

– WWW.BRENTLEARY.COM

For More Show Info: www.BusinessTechnologyRadio.comFor More Show Info: www.BusinessTechnologyRadio.com