generating qualified cloud opportunities: tips fom the front lines
DESCRIPTION
Channie Gilbert, Assistant Vice President of Strategic Projects at eCoast Sales, presents best practices for sales lead generation in the Cloud market.TRANSCRIPT
Generating Qualified Cloud Opportunities:
Tips from the Front lines
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Demand generation agency focused on helping
our clients drive new business.
Relationships with leading organizations such
as Cisco, HP, Avaya, Juniper, IBM, Microsoft,
Brocade.
eCoast executes over 200 campaigns per
month on behalf of manufacturers.
Website: www.ecoastsales.com
About eCoast
Channie Gilbert Asst. VP, Strategic
Projects
© 2010 eCoast. All rights reserved. www.ecoastsales.com
eCoast Facts
Years in Business 12
Employees 180+
Calling Agents 130+
Locations Rochester, NH & Phoenix, AZ
Headquarters 20,000 square foot location
Footprint Nationwide & global
Approach Utilize best practices for sales and marketing
© 2010 eCoast. All rights reserved. www.ecoastsales.com
5 4 3 2 1
What We’ll Cover Today
Starting
with the
Right List
Reasons
Campaigns
Fail
Feedback
From the
Front Lines
Call to
Action
Ideas
Review of
What’s
Changed
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Inside look at the data business
How to avoid data scams
Comparison of B2B data vendors
How to find great data
Data De-Mystified Webinar – Simple Truths
Some Vendors May Not Want You To Know
Ways to create value from the data you already have
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Is the List Really that Important?
Bad Data Costs You! • Non working phone numbers
• Companies outside your target market
• Duplicates
• Non viable prospects
Bad Data Over 10%
How Many Conversations Are You Having? • Right Party Connections (not every person counts)
Small & Medium Business: 12%
Enterprise: 6% - 8%
Existing Customer Warm List: 20% - 22%
Talk to“the Front Line” to get the real scoop on issues
© 2010 eCoast. All rights reserved. www.ecoastsales.com
I.T. is In the Loop
• Contact Level: Directors / VP Level
• Contact Responsibilities: Analyst, Infrastructure, Operations, Logistics
Add in Business Line Managers (Shadow IT)
• Don’t push the same “Bits & Bytes” message to Business Line Managers
Tailor your message to each unique target audience. Focus on
departmental business pain or risk a quickly closed door!
The Right Contact
© 2010 eCoast. All rights reserved. www.ecoastsales.com
AND The Right Message
Know When to Talk Cloud
Highly Regulated Industry = Don’t lead with it!
Cloud resonates when…
multi-location, remote workers, international locations, high
mobile device usage, cost conscious
Large Enterprise: Is Cloud right for me?
Hybrid Messaging
o Public & Private
o Existing Solution & New Solution
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Get Synchronized!
Define “Qualified” Opportunity Criteria
• Sales = Are they Ready to Buy Now?
• Marketing = Are they the Type of Company
that buys from us? What’s the chance they’ll buy from us eventually?
Different Needs are OKAY
• Design your campaign to support various outcomes
Pilot with a Hungry Rep
• Use results to make adjustments
• Use rep to promote with peers
Create Alternate Process Flow
Aligning Marketing and Sales
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Clearly Define Campaign Goals: Get Granular!
Program Components
Primary AND Secondary Outcomes
Marketing Intelligence / Data Capture
Lead and Nurture Flows
Communication Strategy: Internal & External
Handle Internally or Outsource?
The Devil Is In the Details
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Say “Cloud” / Don’t say “Cloud”
Companies are Divided
Research Stage vs. Planning Stage
Determining Opportunity Size
Provide Education
Have a Nurture Strategy
Feedback From the Front Lines
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Collect Data on Every Outreach
Standardize Data Collection
Identify Trends
Marketing Intelligence: Data Capture Matters
© 2010 eCoast. All rights reserved. www.ecoastsales.com
• Show Me and Prove It
• Gap Analysis
• Try Before You Buy
• But Stay on Top of it!
• Proof Documents
• Case Study
• 3rd Party Validation
• Secondary Offer: Best Case = Cloud & Non-Cloud
• Webinars & Seminars…Hot Hot Hot
Your Call To Action is Critical
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Be Aggressive In Your Outreach
Become the Trusted Advisor
Try New Things – Not Every Tactic Will Work
As the Market Changes – Demand Generation Tactics Will
Change Too
We’ll Continue to Share What We Learn
Contact me: [email protected] / 603.516.7471
Closing Thoughts
© 2010 eCoast. All rights reserved. www.ecoastsales.com
Channie Gilbert
Asst. VP, Strategic Projects
603.516.7471
Connect with eCoast
Thank You
Website ecoastsales.com
Blog blog.ecoastsales.com
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