Marketing Accelerator Training
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Marketing Accelerator Training
- 1. Marketing Accelerator The Buyer’s Journey
- 2. Meet Tanya
- 3. Meet Chris
- 4. • Ginger Clay • 20+ years in Marketing • 5 years working inside your business • What Qualifies me? • What does IgniteRM do? • Ignite180: Strategy & Execution • Integrated Campaigns • Marketing Mavericks • Persona Messaging • Web Audit & Best Practices • Social Media Turn-key Welcome
- 8. The Good Old Days
- 9. The Shift
- 10. June 1, 2015 Winning Million Dollar Accounts14 “This is the same test you gave last week” “Yes, but this week the answers are different”
- 11. The Buyer’s Mindset TOP MIDDLE BOTTOM Do I have a problem? How can I do it better? I heard that product “X” can do “y.” I think I need to make a change. Price? Solutions? Vendor? Which vendor can deliver? Can I trust them? 60%
- 12. The Gap TOP MIDDLE BOTTOM Do I have a problem? How can I do it better? I heard that product “X” can do “y.” I am going to make a change. Price? Solutions? Vendor?
- 13. WHY ARE YOU BEING IGNORED? • We hate to be sold to • We see it coming • We have not decided that we have a problem • We are indifferent • We want to look good • We hate to be sold to
- 15. CANNED-SPAM RIGHT HOOK MESSAGES • Our marketing is full of Right-hooks • Email • Canned-Spam Social • Lunch & Learns • Spray & Pray • Looking for reasons to delete email • Looking for reasons to block out the noise • Not built community and relationship • We are always going to duck the right the hook
- 16. RIGHT HOOKS
- 17. TOP MIDDLE BOTTOM The Buyer’s Journey AWARENESS CONSIDERATION DECISION • Reading • Researching • Downloading • Learning • Education • Problem Solving • Comparing • Evaluating • Guides • eBooks • Blogs • Collateral • Case Studies • Seminars • Competitor Comparison • Prior Jobs BUYING DECISION
- 18. COMMON DISCONNECT 1. Marketing is viewed as and IS a cost center 2. Marketing is a compilation of events 3. Hired a lower level marketing assistant type person who can execute, but lacks strategy/vision 4. Lack a comprehensive plan that includes a way to communicate to existing customers, sell deeper and keep them sticky 5. No processes to track performance
- 19. 1. Sales-centric Organizations 2. Don’t really understand what marketing is or how it works 3. Hire low-skilled, inexpensive marketing people 4. No accountability / No authority 5. No metrics in place to measure ROI 6. Still figuring out the cloud issue
- 20. Pause How does the Buyer’s Journey line up with what you are seeing in your business?
- 21. Sales & Marketing misAlignment 1. Misaligned strategy 2. Misaligned thinking 3. Misaligned goals 4. Misaligned compensation
- 22. Your New Role in the Buyer’s Journey
- 24. Good Lead Bad Opportunity Lead Bad Lead Bad Opportunity Bad Lead Good Opportunity Good Lead Good Opportunity Opportunity
- 27. This is the system I’ve chosen You need a Third Bid
- 28. Title
- 32. Money Authority Need Impending Event Criteria - Relationships Lead Opportunity Problem Desire to Change Investigation Time Frame - Solution
- 33. Good Lead Bad Opportunity Lead Bad Lead Bad Opportunity Bad Lead Good Opportunity Good Lead Good Opportunity Opportunity
- 34. Align Lead Flow from MQL to SQL • Profile Lead Source & Industry Suspect • Qualify for Budget, Authority, Need, Timeline Prospect • Pre-sales • Proposal • Attempt to Close Sales Qualified No buying Decision: Place on Nurture Campaign Not ready: Place on Nurture Campaign Expressed Interest
- 35. TOP MIDDLE BOTTOM AWARENESS CONSIDERATION DECISION • Cold Calling • Networking • Prospecting • Qualifying • B: Budget? • A: Authority? • N: Need? • T: Timeline? • Comparing • Evaluating • Downloads • Offers • Search Engine • Blogs • Social Media • Web Forms • Collateral • Case Studies • Campaigns • Seminars • Comparison • Referrals • Testimonials BUYING DECISION MARKETINGSALES ALIGNMENT
- 36. Pause What can you to align sales & marketing for success?
- 37. 1. Be Attractive 2. Be Generous 3. Be Found 4. Be Visible 5. Be Social 5 Laws of Attraction
- 38. “Marketers need a new playbook. A new approach to getting the scarce attention that exist in the market.” --Simon Sinek, Inbound 2015
- 39. What is a jab? • Visually compelling, story driven, compelling • Simple, memorable, inviting, fun to read • Plays off of community and relationships • “Skillful content has little to do with selling and much to do with storytelling.” • Value-based • Not interruptive • Doesn’t make demands…often
- 40. What is a Right Hook? • Tell the world exactly what you want • SELL, SELL, SELL • One-way Value Prop • Years in Business • Our engineers make the difference • Check out our new release of… • ShoreTel: Simply Brilliant • Security breaches cost Target billions, you are next! • Attend to qualify and win…
- 41. 5 Laws of Attraction 1.Be Attractive 2.Be Generous 3.Be Found 4.Be Visible 5.Be Social
- 42. • What do you do for me • Emotional Claims • Back it up with Facts • Run it through the “So what” filter. 3 Steps to Being Attractive Online Have a Story Key Differentiators Establish an (Attractive) Online Presence Be Relevant Educate STEP 1 STEP 2 STEP 3 51 • Palatable/White Space • Clear Value to the Visitors • 3+ Hooks (above the fold) • No more than 2 clicks • Use words they use • Talk about Pain Points • Educate • Look & feel like the your customer + +
- 43. Have a Story • What do you do for me • Emotional Claims • Back it up with Facts • Run it through the “So what” filter.
- 44. Establish an online presence • Palatable/White Space • Clear Value to the Visitors • 3+ Hooks (above the fold) • No more than 2 clicks
- 45. Be relevant. Educate. • Use words they use • Talk about Pain Points • Educate • Look & feel like the your customer
- 46. Pause What makes you attractive online? 55© ShoreTel, Inc. 2015. All rights reserved worldwide.
- 47. 5 Laws of Attraction 1.Be Attractive 2.Be Generous 3.Be Found 4.Be Social 5.Be Measured
- 48. “Even though you can't out spend the big guys… you can out teach them and out help them (the customer).” --Hubspot Owner, Dharmesh Shah
- 49. Be Generous Blog: How to Welcome the 21st Century Connected Parent into Your Classroom Blog: 3 Cost Effective Reasons to Read this Before You Buy Your Next Phone System eBook: Evaluating Simpler Infrastructure Alternatives Guides: Parents have choices. 6-Steps to increase ADA. Checklist: Security Checklist / BYOD Checklist/ Campus Safety Report: 4 Critical Elements of an IT Roadmap & 1 Bonus Industry Finding Guide: Increasing enrollment through Digital(Media Rich) Classrooms
- 50. jab, jab, jab… “swing like a butterfly sting like a bee”
- 51. Creating Value Jabs • #GeekTip: In case we forgot to tell you…No more provisioning a separate server to keep your phone system up and running. #ShoreTel’s #N+1 Redundancy enables you to add a virtual switch w/o the extra cost. N+1 at no additional cost • #Quick insider: #Shoretel can add a virtual #switch at no cost to your virtual environment. Want to know more? • Psst. Did you know that you can automate weekend calls or holiday schedules? #ShoreTelTips • FYI, in the case of an emergency, your phone is on a redundant switch. Read on. • Cloud-enabled business voice is not for everyone. Here why. • If the #network goes down will you lose #dialtone? I seriously hope not. Quick update. • Smile! Because #ShoreTel is software based. New features rollouts are like bonus software upgrades. Can I get a whoo-hoo?
- 52. PROVIDE GENEROUS OFFERS • Guide: 4 Things You Have to Know to Never Go To Bid Again • Guide: 6 Ways to Immediately Improve Your IT Value to Your Organization • Report: How to Welcome the 21st Century, Connected Parent into Your Classroom • eBook: 6-Strategies for Positioning Your Team as an Asset • Guides: Parents have choices. 6-Steps to increase ADA. • Checklist: Security Checklist / BYOD Checklist/ Campus Safety • Report: Evaluating Simpler Infrastructure Alternatives • Report: 5 Critical Elements of an IT Roadmap • Article: Increasing enrollment through Digital(Media Rich) Classrooms
- 53. 62 KEEP IT POPCORN •Short •Consumable •Easy to take action
- 54. CTA: Call to Action 63 • Call to Action • 3 Hooks Above the Fold • Give Visitors a Reason to Connect/Engage
- 55. Pause Share a value “jab” with your partner or create one together. 64
- 56. 5 Laws of Attraction 1.Be Attractive 2.Be Generous 3.Be Found 4.Be Visible 5.Be Social
- 57. Be Found • 5.9 billion searches a day • People searching on Google are actually looking for something • 10 results on a each page • Google’s 1st page captures 89% of traffic • Most users will not look beyond the 1st page • Of the 89% of traffic, the 1st 2-listings capture 42% of the visits
- 58. Pause If you type… • ShoreTel + Your City Name • Business Phones + Your City Name • ShoreTel Sky + Your City Name Are you found? 67© ShoreTel, Inc. 2015. All rights reserved worldwide.
- 59. Strategy to Get Found 1. Web Audit & Redesign 2. Determine which web pages must get found 3. Optimize title pages & meta descriptions 4. Target 5 keywords that match pain points 5. Write and post fresh content that match keywords and pain points (social, blog, etc)
- 60. 5 Laws of Attraction 1.Be Attractive 2.Be Generous 3.Be Found 4.Be Visible 5.Be Social
- 61. Be Visible (not busy) 1. Plan it for results 2. Do it right 3. Measure it to make sure it worked 70
- 62. “There has got to be a shift from 2005-style marketing to attraction marketing driven by data, knowledge and ultimately content.”
- 63. Measure it? How?
- 64. Measure it? What? •MQL (Marketing Qualified) •Lead Scoring- SRL (Sales Ready) •SQL (Sales Qualified) •ROI
- 65. Pause What does data- driven marketing look like at your organization? 74
- 66. 5 Laws of Attraction 1. Be Attractive 2. Be Generous 3. Be Found 4. Be Visible 5. Be Social
- 67. What is social media designed to do? • Attract people who are like you & have similar interests • Have a conversation • Sell How do you achieve this? • Educate • Entertain • Engage
- 68. What does social media NOT do? •SELL • Be a billboard • Talk about YOU • Be a platform for manufacturer-centric content • Not have purpose • Be Unprofessional • Be a superficial marketing push
- 69. 78 LinkedIn: Updates, Company/Employee Announcements, Product rollouts, Blogs/ Intellectual Knowledge Twitter: Quick announcements, teasers, invites with links, download offers, #Support Q&A Facebook- User events in real-time, fun facts/quotes, games, contests, events Video: Web, Social, Slideshare, Youtube Slideshare: Presentations, Slide Decks
- 70. Top 3 Most Common Social Media Questions: 1. Why does my business need to be social? 2. How can I generate leads by being social? 3. What should my social media strategy be? 79
- 71. Q1: Why be social? (to be attractive) • That’s where people look for answers (Reviews, Feedback, Information) • People like to talk about products and services they like on social • Buyers like to share their experiences with other buyers on social • Platform for finding value • More people go to social than your website • Blogs typically rank higher on Google searches than your website for keyword content 80
- 73. Q2: How do I generate leads using social media? Answer: You don’t. You generate interest. You foster trust. You establish credibility. You connect. You Inform. You give the visitor what they want: more value. 82
- 74. “Marketers use social media to sell stuff. Buyers, however, do not. Buyers are on social to find value.”
- 75. Know Your Target • CEO • CIO • IT Director (or below) • Vertical (i.e. Healthcare, Education) • Vertical decision-makers (Hospital CTO, Superintendent)
- 76. [Jabs] Value Content [Jabs] Entertaining Content [Right Hook] Offers CTA Events About You 70% 20% 10% 70:20:10 Ratio
- 77. Social Jabs
- 78. The Right Hook
- 79. Your NEW Job Title VALUE PROVIDER
- 80. Jabs or Hooks? • 50% of your workforce could be remote in 6 years. What does this mean for your phone systems? [Tinyurl] • Would you describe your company’s phone systems as scalable, flexible and reliable? Here’s why you should be able to: [Tinyurl] • Flash quiz: Which kind of phone system provides your business with fewer features and less flexibility, but costs more? The answer: [Tinyurl] • Challenge #1 of using traditional phone systems to meet modern communication needs? Find out here: [Tinyurl] 89
- 81. Pause How much time do you think you should spend on social media daily? 90
- 82. • Top of the Funnel - Awareness • The Story: Value Prop/ Key Differentiators • Dynamic Content: Frequency, Calendar, Diversity • Content Type: Blogs, Videos, Downloads • Jabs & Hooks? • Attractive Online Presence: Social, Web • Online Best Practices • SEO Rankings: 1st page Ranking, Keywords, Optimization • Middle of the Funnel - Consideration • Webinar/Seminars/Events • Campaigns- Drip • Collateral: Marketing Slicks/ Fact Sheets • Bottom of the Funnel - Decision • Credibility: Case Studies/Testimonials • Advocacy • Quarterly Touch Marketing Grader
- 84. The Story • Clear Value Prop: Who you are; what you do (2) • Key Differentiators (3) • Evidence to support key differentiators? (1)
- 85. Dynamic Content • Resource Page (3) • More than one download offers or click-through from the homepage/above the fold (2) • Links to social from home page (1) • 2 or more CTA (home web) (1) • Weekly social postings to more than one platform (2) • Content Calendar (2)
- 86. Content Types • Blogs (1 new monthly) (2) • Videos (Web) (2) • Checklist (1) • eBook (1) • Report (1) • Data Sheets or Marketing Slicks (1)
- 87. Jabs & Hooks • 2 or more jabs/week (2) • 10 Jabs a month (3) • Right Hook (1)
- 88. Attractive Online Presence • Clean Brand Above the Fold (1) • Good use of “white space” (1) • Ease of Navigation (1) • ShoreTel On Prem (1) • ShoreTel Sky (2) • Social Branding (1) • Optimized Web Mobile Site (1) - No broken links (1) - Compelling CTA (1) - Modern Look/Feel (1)
- 89. Online Best Practices • Scroll, not click design (1) • Responsive web design (2) • Web Lead Form (2) • Telephone Number above the fold (1) • Download Offer (2) • Newsletter Sign-up (1) • Blog (1) • Photos of real people (1)
- 90. SEO Rankings • 1st page ranking on 2 keywords (3) • 1st page optimization for ShoreTel (1) • Established Keyword List (2) • Keywords in the URL Title (2) • Meta descriptions for top 5 pages (2) • Alt tags and descriptions behind images on main page (2)
- 91. Webinars, Seminars, Events • Events: Posted, Up-to-Date (1) • Quarterly Event Schedule (2) • Web Registration Form (1) • Customer Event (at least 1x year) (1) • Post Event Lead Tracking (2) • Event Promotion on Social Media (1)
- 92. Campaigns • Drip Campaign in place (2) • Implemented Big Sky No Limits (4) • Online Campaign Landing Page with Offer (2) • Social links to the campaign (1) • Campaign lead tracking (Open, Click-through, Opt-Out, Bounce) (2)
- 93. Social • 2 or more branded Social Media Sites (2) • Weekly Postings (2) • Twitter Account Opened and in use (last 14 days) (1) • LinkedIn Business Page (1) • Value Prop & Key Differentiators on LinkedIn Business Page (1) • 4+ employee pages linked to LinkedIn Business page (1)
- 94. Collateral Collateral: • Company Overview (1) • Fact Sheets (1)/pp slick (Max 3 points)
- 95. Customer Advocacy • Quarterly Touch (2) • Customer Newsletter (2) • Customer Event/1x year (1)
- 96. KPIs & Marketing Metrics • Monthly Marketing Performance Tracking (2) • Lead Tracking [by source] (2) • Lead Tracking [by event] (2) • Social Media Performance Tracking (1) • Web Performance Tracking [Hits, SEO, Keywords] (2)
- 98. 113
Editor's Notes
- Meet Tanya Everyone loves Tanya; Super nice. Been w/ Co for 10 years Started in customer service, moved to sales Couldn’t close Need someone to… Manage events, Execute on email marketing Create brochures/PPT Tanya answers to Chris, the Sales Mgr She would like to do more but doesn’t feel that she has the authority or time to do anything different
- Meet Chris Chris is the sales manager He’s doesn’t really manager per se, he sells. Super Sales person; “whale hunter” He sets no… Projections, Quotas And follows no consistent compensation model “Shiny Ball Syndrome” Chris’ needs are based on his last big sales loss Last month: loss to Cisco on an Education deal; Now- Redirected marketing to focus on L&L to beat Cisco. Attendance at events is dismal Sales team complained about the lack of “qualified” leads in attendance. Co XYZ can’t get rid of Chris. He drives sales and produces results. Boss would love to revamp sales compensation Recurring revenue models like Sky and managed services are difficult to sell and sales does not get paid immediately.
- Remember the good old days…Push marketing ruled! Marketing would buy a list Load the CRM with 5,000 names- none of which you knew Spray-Pray: Hope that 10% respond (500) Sales team would talk to a quarter of those Close between 10-20% (15-20 Co.) Marketing would then arm sales with a brochure, PPT and handful of references. And if we threw a party at an event….Well, those were the days.
- The days of relying solely on… Trade shows, Cold calls and direct mail are over. Today's buyer will have... Shopped the Internet for competitive pricing Has been on 3-5 sites ; They've read 2-3 peer evaluations of you; Read your LinkedIn and looked at a picture of you Idea of what they believe pricing should be They know more about you; What your competitors offer than you know about them…when they make contact for the 1st time. The Customer has Qualified YOU
- Before there was ShoreTel, there was Nortel. How many of us started off selling NorTel? Many of you grew your business to peak numbers between 2000-2008. You experienced Success. The Marketing of 2000-2008 involved a lot of push/email marketing with “pray and spray” techniques that actually worked.
- Ginger
- Ginger
- How many times have you made a purchase when you did not set out to buy? It happens all the time. We are buyers. We are looking for the next/best solution to fix a problem or make our jobs more efficient. Your customers are the same. What you do looks like “marketing”—Google What do you do when your thinking about buying a car? Buying a new piece of technology? Making an updagrade?
- There a power shift away from NEEDING the sales person to being able to educate
- Ginger: Top of Funnel - Awareness Field Intel for Marketing Create Individual Awareness in Market Middle of Funnel – Consideration Positive Company and Individual Reputation Viewed as Customer Focused in Market Active in Helping Marketing Tell Story Bottom of Funnel – Decision Customer Need Focused Articulate Value Proposition Patience to Close
- The way you find premise deals is very different than how you manage/find cloud deals.- expand on this. (targeting LOB)
- No follow-through No ability to measure and repeat Marketing programs that focus on a specific area of marketing Market is filled with empty promises from one-off or specialized marketers Death to all future marketing behavior
- Ginger: Top of Funnel - Awareness Field Intel for Marketing Create Individual Awareness in Market Middle of Funnel – Consideration Positive Company and Individual Reputation Viewed as Customer Focused in Market Active in Helping Marketing Tell Story Bottom of Funnel – Decision Customer Need Focused Articulate Value Proposition Patience to Close
- 5 Steps for Attracting “Shoppers” to You Be Attractive: Implement marketing tactics to “pull” shoppers/strangers to your brand. Define Customer Persona (360° view of your client) List Customer Pain Points—“Be like or relate to them” Establish Key Differentiators Define Ideal Client Target(s) Be Found: Determine which keywords your customers use to find you. What triggers are going to convert a “visitor” to a lead? When they find you, what do you have to offer? (CTA) How do you capture their credentials? Be Generous: Share your knowledge to help shoppers make good buying decisions. Provide loads of thought leadership to help buyers make “good-fit” decisions: Buyer’s Guides Analyst Reports, eBook, Reports or White Paper Downloads Checklists Blogs on topics that address “customer pain” Be Social: Talk to others. Talk to the “Customer Persona” you create Plan ahead with a weekly “Social Engagement Calendar” Choose at least 2 Social Media Sites and own them Deliver (pop-corn sized) conversations around best practices Be Visible: Be seen and known. Visibility Audit: Conduct an audit to determine where your top 2-vertical clients attend shows, read information and look for answers Build an Event Calendar. If you don’t plan it, it won’t happen.
- the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag. Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted). In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights. Be attractive Be generous Be available/ Be found Align Internally (sales and marketing) Be top of mind Measure, Test, Repeat
- BE attractive to who??
- the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag. Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted). In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights. Be attractive Be generous Be available/ Be found Align Internally (sales and marketing) Be top of mind Measure, Test, Repeat
- All that means is “get ranked on Google”
- Plan it (Demo the 8-week event planner + content calendar) Do it right- What do you want to get out of it? why are you doing it? What results are you targeting? Measure- Online web hits, social visibility, lead tracking How do I measure it.—MQL….USE Big Sky No Limits Metrics. It’s huge it vast its big… and here are the two places you can go. The question is how– don’t worry about that… we have taken care of that with BSNL. Repetition– must get in the habit. Share it (use social tools to push out good news, events, keep the top 25 in the know)
- the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag. Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted). In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights. Be attractive Be generous Be available/ Be found Align Internally (sales and marketing) Be top of mind Measure, Test, Repeat
- Use the 3E filter
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- Facebook may not be good for your business Leads do not result because you have a collection of social media sites. A social media strategy is not important. How use social media to push out great content/connect with your community/and educate is what matters most. Take a deep breath and suspend those social media sites you do not use.
- CEO sociability increased from 36% to 66% in a two-year time frame.
- \
- What’s makes Sky so challenging to position and sell? Let’s get it out on the table. [Group Discussion]
- Answer: You don’t. You lead with a cloud solution.
- Walk through NCA and grade. Ginger: Clearly define each item.