Personalised MarketingUnderstand your customers

Mario Haneca - @Hanecam

Insights in the buying process

Which touchpoints are not digital (yet)

How can we learn from every buyer interaction

Drive more relevant and personalized conversations

Sell smarter. Close faster.

Key Takeaways

Why selling smarter?Sales reps are not adapted for the educated buyer

Only 19% of meetings are valuable to executive buyers

More than 60% of opportunities never close

Why selling smarter?Only 58,1% of the reps today attain their target

‘17‘16 ‘18‘10 ‘11 ‘12 ‘13 ‘14 ‘15

58.1%63.0%58.2%

‘19TIME%

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ps a

ttain

ing

thei

r quo

ta

Alignment

19% Faster Revenue Growth

15% Higher Profitability

What are top performing companies doing different?

Sales

Marketing

Product

Image by business2community com

Sales Enablement

+ 8,5% impact on revenue

Top performers focus on the Why Change & the value wedge

AWARENESS

YOUR COMPETITOR

YOUR COMPANY

60% Status quo

Why us?

Why Change? 74% Buying Vision

Sales Force Enablement - Defined by CSO Insights

A strategic, cross-functional discipline

designed to increase sales and productivity

by providing integrated content, training and coaching services

for sales people and frontline sales managers

along the entire customer’s journey,

powered by technology

DATA DRIVEN

BUYER JOURNEYALIGNED

TECHNOLOGYENABLED

BUYER JOURNEY ALIGNED

SHIFTING FROM SALES CENTRIC TO BUYER CENTRIC

CONTACTED QUALIFIED DEMO PROPOSAL CLOSED

AWARE EDUCATION SELECTS

INTEGRATES

USES/EXPANDS

Extension of the sales cycle

ONBOARDING

AWARENESS

EDUCATION

SELECTION

EXPANSION

USE

BUYER JOURNEY ALIGNED

TECHNOLOGY ENABLED

Technology … to the rescue

Industry 1 Industry 2 Industry 3 Industry 4

Sub vertical 1 Sub vertical 2

Persona 1

Persona 2

Persona 3

8 x 3 x 5 x 6 x 4 = 3456 unique sales conversations

Messages

Messages

Messages

Insights

Insights

Insights

Goals

Goals

Goals

Questions

Questions

Questions

Competition

Competition

Competition

Objections

Objections

Objections

Solution 1

Solution 2

Solution 3

Solution 4

6 Buying phases

DATA DRIVEN INSIGHTS

LEVERAGING INSIGHTS FOR RELEVANT CONVERSATIONS

PROGRESS IN BUYING PROCESS

web

site

cam

paig

nre

mot

efie

ld

Non-human touchpoints Human touchpoints

CHANNEL

BLIND SPOT

DIGITAL BODY LANGUAGE

LEAD SCORING RECOMMENDATIONS

Imagine a world where a clueless content spaghetti

No feedback

Is tranformed into snackable JIT buyer aligned content slices

Analytics

And extended toward prospect post-meeting insights

Analytics Insights

DATA DRIVEN

BUYER JOURNEYALIGNED

TECHNOLOGYENABLED

RIGHT CONTENT

RIGHT PERSON RIGHT

FORMAT

RIGHT MOMENT

SELL SMARTERCLOSE FASTER

Personalised MarketingUnderstand your customers

$10.5MFunding

750+ Customers

Founded2011

$10M ARREND 4Q2015

3 SPOTSGhent – LondonSan Francisco

Our Story

120+Employees

100 KDAILY USERS

96% Retention

Partners

Awards

Thank you! @Hanecam

Tuesday November 24th 2015