DIGITAL MARKETING AND
SALES GROWTH
- WHAT’S THE CONNECTION?
Cleantech Finland member event 24 Sep 2014 Kaisa Hernberg
WHO’S TALKING?
Kaisa Hernberg (@kaisamirjam)
B2b sales, marketing, business
development since 1998
– Edinburgh, Helsinki
– Target markets include Nordics,
Baltics, UK, China, Russia, India,
Brazil
– Owner, CEO, Frank
Communications 2005 - 2012
– Consulted dozens of b2b
professional organizations
– Board memberships in several
organizations since 2005
ASIANTUNTIJA
EPÄMUKAVUUSALUEELLA
• Talentum 2013
• For professionals and their
supervisors
• Busts persistent myths about
selling
• Guides professionals in handling
workplace situations with a
positive sales attittude
• Tips for supervisors on how to
manage professionals who have
a negative attitude to selling
WHAT DO THEY HAVE IN COMMON?
THIS IS YOU – AND
EVERYONE ELSE –
ONLINE
ATTENTION SPAN OF A
HUMMINGBIRD
1. Images
2. Headlines
3. Fact boxes and other elements
4. Body text – IF their interest is aroused
The average web surfer…
Looks at… Stays on one page for less
than a minute
Reads bits and bobs here
and there
THIS IS YOUR CLIENT
TODAY’S B2B BUYER
Initiates purchase
process, because a need has been identified inside the organisation
Actively seeks information, particularly
online
Wants to meet salespeople only,
when 2/3 of purchase process
is done
Trusts and relies on external
experts, especially with large purchases
THIS IS WHAT YOU NEED TO FORGET
”Solution
selling is
dead” Harvard Business Review , July 2012
TODAY’S SALES PARADIGM
You need to convince
customers online
• …before you have a chance to talk to them
You need to provide
interesting content online
• …to build a credible expert image
You need to do this in less
than a minute
KIITOS. TACK. THANK YOU. 谢谢.
www.cleantechfinland.com
