selling to the mid-market: how to tailor your strategy
TRANSCRIPT
Selling to the Mid Market:How to Tailor Your Strategy
Today’s Presenters
BASTIAAN JANMAATCEO, DataFox
TRACY FRYDirector of Sales, Yesware
What We’ll Cover
WHAT makes mid-market unique
WHY move up/down market
HOW to personalize your outreach
WHO to bring into the deal
Why Go Up-MarketGo from mouse hunting to
deer hunting.
First, defining market sizes
SMB/SME Mid-market Enterprise
# of Employees < 100 100 - 1,000 > 1,000
Revenues < $5M $5M - $100M > $100M
# of Companies 5,000,000 200,000 25,000
Sale Size < $5K < $100K > $100K
Sale Cycle < 1 month < 6 months > 6 months
Source: US Small Business Administration
5 ways to build a $100M business
Source: Christoph Janz
Prepare your reps for complexity.
Mid-Market Deals Take Longer
74 Touches vs. 4
A Different Kind of Sales Rep
Example Salesforce Fields
No outreach without research, no follow up
without reason
“ “
Example: Personalization
How to work an account from multiple angles.
Breaking into Mid-Market
Cast a wide netLeverage multiple stakeholders to
get your foot in the door.
Referral PBR Example
Subject Lines MatterHow to A/B test your emails to get more opens by job title.
Subject Line Key Word Analysis
Open Rate
Rep
ly R
ate
How To Schedule A Meeting
Open Rate
Rep
ly R
ate
Show Me How To A/B
Best practices:
1. Identify the top performing templates for each role.
2. Understand why they work.
3. Share effective strategy with your team.
Using Templates More Effectively
Total Emails to SendHow many emails should I send before
I get a reply?
How To Rack Up Replies
When to Send Your EmailsThe best time in a typical working
day to send your emails.
You’re Doing it WrongImprove your quick replies by sending emails very early in the
morning or later in the afternoon
Activity vs. Engagement: Getting everyone on board
Visit yesware.com/email-templates for 18 FREE data-backed email templates
Giveaway: Template Library
Questions?
We’ve got answers.
