the savvy marketer - achieving more with tech tools
TRANSCRIPT
1Presentation to Joe Smith June 24, 2014
THE SAVVY B2B MARKETERHow to use technology to better align with sales and the modern B2B buyer
Jack [email protected]
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OVERVIEWALIGNING FOR SUCCESS
THE B2B BUYERHow and why the modern
B2B buyer has changed and why it’s important.
IDEAS FOR STRATEGYHow to think about sales,
marketing, content, customer experience and
automation.
EXAMPLES OF IMPLEMENTATIONReal world examples and
use cases
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Attached to Smartphone
Loves personalizationand a great experience
Always running
Using Google to get answersand do research
Controlling the sales process
Moving self-directed throughthe research process
THE EVOLVING BUYERMobile, Connected and Knowledgeable
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Always On!Always Connected!
Buyers Are Mobile & Connected• 15% of web searches
from mobile devices• Up over 700% from
2009
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THEY CONTROL THE SALES PROCESS
57%
Contact Sales
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Thermostat vs. Nest
Radio vs. Spotify
Store vs. Amazon
BUYERS EXPECT US TO KNOW THEMTHEY WANT PERSONALIZATION AND CUSTOMIZATION
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THE HUMAN EXPERIENCE
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OUR MISSIONTo build a technology-enabled selling system that aligns with marketing, sales and the modern buyer.
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STRATEGIES FOR ALIGNMENTStart working closely with sales to align with buyers
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DEFINE TARGET BUYER PERSONASKNOW THY BUYER
MARKETER MARYIndustries
SALES SAMRoles/Titles
PAULA PURCHASERPains, Problems
EXECUTIVE EDGoals
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AGREE ON LIFECYCLE STAGETHE CRITERIA FOR ADVANCEMENT
Lead Marketing Qualified (MQL)
Sales Qualified Lead (SQL) Customer
1 2 3 4
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MAP CONTENT TO SALES PROCESSWork Closely with Sales
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THE DIGITAL SELLING PROCESSYOUR BEST SALES REP – CONTENT MAP
Blogging, Social Media
Premium content (ebooks, etc.)
Follow up sequence (email or multi-channel
Lead is ready for sales
Follow up sequence (email or multi-channel
Landing pages, Calls to action, Forms
Sales Call
Answer Questions
Provide Product/Service Information
Address Common Sales Questions
Establish Trust & Thought Leadership
AddressPushbacks
Introduce Positioning
Demos, Webinars, Free Trials
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TOOLS YOU WILL NEED
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THE DIGITAL SELLING PROCESSYOUR BEST SALES REP – TOOLS MAP
Lead Intelligence & Analytics
Sales Call
Answer Questions
Provide Product/Service Information
Address Common Sales Questions
Establish Trust & Thought Leadership
AddressPushbacks
Introduce Positioning
Blogging & Social Media Tools
Landing Pages
Email/Lead Nurturing/Workflows
Calls to Actions, Lead Capture Forms, Email
Landing Pages
Email/Lead Nurturing/Lead Scoring
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EXAMPLES AND USE CASES
Ideas for implementation
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TOOLS TO MAKE YOUR SALES TEAM LOVE YOU!
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REAL-TIME NOTIFICATIONS
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PROSPECT INTELLIGENCE
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PROSPECT DATA - DEEPER DIVE
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LEAD SCORING
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CLOSED LOOP INTEGRATION
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DASHBOARDS
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LEAD INTELLIGENCE
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SOCIAL MONITORING
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WEBSITE CONTENT MANAGEMENTTHE OLD WAY
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WITH DYNAMIC CONTENTTHE NEW WAY
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WRAP UP• Create experiences for the buyer
journey• Align with sales• Use technology to enable your
process• Always be learning• With great power comes great
responsibility
KEY TAKEAWAYS
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EXTRA STUFFwww.client-bridge.com/AMA
1. Free inbound marketing assessment
2. One hour screen share session to map your automation and/or content strategy
3. Free HubSpot account for 30 days to try marketing automation in your business
