doherty white how-to-generate-b2b-sales-with-the-web-2012-v2
Post on 19-Oct-2014
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How BusTRANSCRIPT
Generate more sales leads, drive sales, drive revenue
How to generate B2B sales using the web
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Yes, because this is a natural progression of how sales work
1. Is The Web Important for B2B?
Sales teams find and persuade the buyers
Buyers start to search online, find product information from multiple vendors
Buyers confer with each other via online networks
Sales now use online tools to prospect, generate and qualify leads Marketing Automation
1997
2006
2009
1950s to
1990s
3
1. Is The Web Important for B2B?
In a survey of B2B buyers in the US, 80% of those buyers said they found the vendor,
not the other way round.
Source: MarketingSherpa B2B Marketing Benchmark Survey
2008
In a survey of B2B buyers in the US, 80% of those buyers said they found the vendor,
not the other way round.
Source: MarketingSherpa B2B Marketing Benchmark Survey
2008
Yes, because this is the way businesses buy today
• Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage.
• We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, online ‘pay-per-click’ advertising and ‘content-based’ marketing.
Lengthening B2B sales cycle
Yes , because the buying process is becoming more complex• More people involved in the decision
• Lengthening B2B sales cycles
• Not a linear, step-by-step progression
• Need to influence at each point in the process
• Many buyer participants educating themselves about options online
1. Is The Web Important for B2B?
• Your buyers are looking online both at the research phase and during vendor selection
• Will they find you, and will they find you compelling when they do? How will you compare with the other firms they find?
Sources of information used by US engineers for a specific
recent purchase
Source: B2B Technology Marketing Benchmark Survey
2008
Sources of information used by US engineers for a specific
recent purchase
Source: B2B Technology Marketing Benchmark Survey
2008
1. Is The Web Important for B2B?
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2. How can B2B use the web to generate sales?
7
2. How can B2B use the web to generate sales?
Review what you’re selling – its benefits, pricing, why it is better than competitors – your value proposition
Understand your buyers – who they are, where they are, which organisations, what roles, what do they want
Create ‘content’ – online information that your buyers will want such as buyers’ guides, case studies, industry surveys, ROI calculators
Drive traffic to your company website using Google pay-per-click, SEO, email, social media, PR/online PR
Capture visitors contact details in exchange for high quality, relevant content
Filter these contacts, sell to the ‘hottest’, generate revenue € $
• Siemens project – acquire customers for a new consulting service• Value proposition – reduced capital costs, reduced operational costs, ease of access to IT systems• Buyers – CIOs, Directors of IT at top 500 companies in Ireland with more than 300 staff• Content – created a white paper called “Migrating to Microsoft in the Cloud”• Drive traffic – used targeted email offering the white paper, plus Google ads and PR• Capture details – 265 contacts with targeted profile after 4 weeks
Email and google ads Website registration page
Visitor gets white paper
Siemens gets contact details of visitor
2. How can B2B use the web to generate sales?
9
Revise website based on buyer
analysis, add landing pages
Revise website based on buyer
analysis, add landing pages
Generate content to attract visitor
registrations
Generate content to attract visitor
registrations
Launch Google pay-per-click
ads
Launch Google pay-per-click
ads
Launch Search Engine Optimization
activities
Launch Search Engine Optimization
activities
Generate PR and online PRGenerate PR and online PR
Email Marketing
Email Marketing
Post to Corporate Blog and Social
Media
Post to Corporate Blog and Social
Media
Hardcopy Mail to selected contactsHardcopy Mail to selected contacts
Telemarketing qualification of
warm leads
Telemarketing qualification of
warm leads
11 22 33 44 55
66 77 88 99
2. How can B2B use the web to generate sales?
Generate more leads at the top of the sales funnel using online marketing – email, Google pay-per-
click, social media and PR
Generate more leads at the top of the sales funnel using online marketing – email, Google pay-per-
click, social media and PR
Use simple techniques to filter and process these
leads more effectively so you generate more sales
Use simple techniques to filter and process these
leads more effectively so you generate more sales
About DohertyWhite
About DohertyWhite
Email [email protected] +353 86 383 8981Phone +353 1 969 5029 (Dublin)
+353 7491 16689 (Donegal)Twitter @michaelgwhite
www.dohertywhite.comwww.dohertywhite.com/blogs
DohertyWhite helps business-to-business (B2B) companies generate leads online and convert those leads to sales. We provide strategic consulting, digital marketing, web design and sales lead generation services.