6 Steps to Accelerate SMB Growth
 

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6 Steps to Accelerate SMB Growth

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  • They ’re educating each other on Facebook, Twitter, blogs, YouTube, and other social media sites
  • They ’re educating each other on Facebook, Twitter, blogs, YouTube, and other social media sites
  • W/ Inbound, success is much more about the width of your brain than the width of your wallet Trad marketing – if you had money, you could buy customers through ads, buying lists, hiring a PR firm…every day those techniques work less and less well. Inbound marketing – You use your unique ideas and content to pull people in from se, tw, fb, etc. Inbound is about the width of your brain, not the width of your wallet! Rubbing braincells together, not rubbing greenbacks together.
  • With inbound, you succeed by loving up your marketplace, not irritating your marketplace. I have a guy at a Software QA co that cold calls me every Monday and Thursday at 8:07am…not only is that technique not effective, but it is ruining his co ’s brand. You want your potential customers to love your brand and talk about them like LuLuLemon, Whole Foods, or Charity Water. NOTE: Improve….just the photos
  • So how do we it? How do we do this inbound marketing? How do we create marketing people love. NOTE: Eliminate…previous slide hits it
  • 1 st part is content…need to think of yourself as a content creation studio – cnn, hbo, pbs. NOTE: Change to funnel…show top half of funnel
  • NOTE: Bottom half of funnel
  • NOTE: Bottom half of funnel
  • With all the changes in the world customers are learning about products and helping each other through the sales cycle before they ever reach you.
  • On top of this disconnect sales people often struggle to spend time selling. They are often spending time looking for contact information, pulling together information in separate systems, trying to track down resources within the company to push a deal forward.
  • Bringing everything together about a customer is the first step to becoming more effcient This includes every interaction a sales rep has with the customer but also every interaction everyone else in the company has too And pulling things together in one place means not just traditional web form completes and phone calls but also social
  • Collaboration is the second key to growth One of the key ways to do this is to give your reps the power to connect with experts in your organization that can help them progress and close deals. And you can do this with Chatter. But Chatter isn ’t just about collaborating with people. With Chatter, you can collaborate on all your content in the Sales Cloud – from presentations and deal proposals, to reports and dashboards – and more. Chatter also lets you easily connect your teams with partners and with customers in private and highly secure deal rooms. Imagine working right in Salesforce – with all the data and files you need – with your sales team and key customer contacts – all motivated to work together in closing a deal. Companies that use Chatter in the Sales Cloud to collaborate on selling see a 34% increase in their employee productivity .
  • The best way to grow your business is to have a true view of how things are going This means getting real time reporting on everything and anything When you can see across the entire lifecycle you can make smart decisions, not just who opened your email but who opened and then bought. Then you can put your dollars into the programs that lead to closed sales vs those that just created excitement And you want to do this everywhere at any time on any device
  • The sales cloud let ’s you do all this and more Because it is built on the salesforce platform it helps you close more deals but also brings everything together such as your marketing with HubSpot and the support we are going to talk about with Desk And you can access all your information anywhere at anytime on any mobile device Let ’s take a look at a customer and how they are succeeding with Salesforce
  • Brian Spaly Founder and Entrepreneur Second successful startup but not a tech guy Relies on Salesforce to deliver a scalable reliable system that he can use to run his business without worry. Ability to track success rates with sales reps and clients by having everything in salesforce Instantly shares information to help improve sales close rates with Chatter. When new merchandise comes in stylist share profile of types of customers and how the pieces fit in Chatter so everyone can position the products to the right people at the right time. PAINS & CHALLENGES: ·         Unable to track ROI from Facebook, Adwords or other Marketing Strategies ·         No visibility into Sales Team ’s activities ·         Unable to report Trunk and Merchandise success rates ·         Different systems tracking different information ·         Losing customers as they are unable to follow-up with all incoming requests more than once.   BUSINESS GOALS: ·         Business Growth with higher productivity and ability to manage more leads and customers. ·         Standardize sales methods and practices, accelerating on boarding process, increasing collaboration. ·         Ability to track and understand Trunk Activity and Merchandise Preference to decrease return rate and increase percentage yield from customer. ·         360 view of customer to increase Customer Loyalty ·         Scalable Integrated systems   SOLUTION: "Salesforce keeps track of everything for us," says Spaly. "I often say if it's not in Salesforce, it didn't happen." Desk.com : When it comes to responding to customer service inquiries, Desk.com makes it easy for employees respond right away, right in Salesforce. SFA:  Trunk Club tapped Salesforce to maintain a record of everything having to do with customers—including sales activities, orders, customer communications, and social conversations—all in one place. Heroku:  A custom Heroku app gives stylists insight into member interests, preferences, and fits, so they can pack the best trunk. Chatter:   An employee social network helps stylists coordinate outfits, collaborate on new items, and share information on how pieces fit and wear over time. Chatter also helps the 150-person company quickly distribute press coverage and other information to keep everyone up to date.                        
  • And another key part of growing pipeline is being able to understand your prospects and customers better. This means being able to track every single interaction your company has with your customers. But it also means tracking the interactions your customers have with their business colleagues on the Social Web – on sites like Facebook, LinkedIn, and Twitter. This is what we call Social Accounts and Contacts, and it enables you to collaborate with your customers in the context of both your company ’s interactions, and social interactions.
  • And another key part of growing pipeline is being able to understand your prospects and customers better. This means being able to track every single interaction your company has with your customers. But it also means tracking the interactions your customers have with their business colleagues on the Social Web – on sites like Facebook, LinkedIn, and Twitter. This is what we call Social Accounts and Contacts, and it enables you to collaborate with your customers in the context of both your company ’s interactions, and social interactions.
  • And another key part of growing pipeline is being able to understand your prospects and customers better. This means being able to track every single interaction your company has with your customers. But it also means tracking the interactions your customers have with their business colleagues on the Social Web – on sites like Facebook, LinkedIn, and Twitter. This is what we call Social Accounts and Contacts, and it enables you to collaborate with your customers in the context of both your company ’s interactions, and social interactions.
  • And another key part of growing pipeline is being able to understand your prospects and customers better. This means being able to track every single interaction your company has with your customers. But it also means tracking the interactions your customers have with their business colleagues on the Social Web – on sites like Facebook, LinkedIn, and Twitter. This is what we call Social Accounts and Contacts, and it enables you to collaborate with your customers in the context of both your company ’s interactions, and social interactions.
  • And we take great care in measuring the success of our customers. What we see when we survey our Sales Cloud customers multiple times per year is that they ’re able to grow their business along every major metric that sales organizations measure themselves against. For example, on average our customers see a 32% increase in lead conversion, a 32% increase in productivity, a 25% increase in close rates, and a 44% increase in forecast accuracy. And when you add it all up, what they see overall is a 27% increase in their sales.

6 Steps to Accelerate SMB Growth Presentation Transcript

  • 1. 6 Steps to Accelerate Small Business Growth in 20131 2 3 4 5 6
  • 2. Housekeeping Notes 1 Webinar slides & video will be emailed to all 2 Interact with us on Twitter: #SMBgrowth
  • 3. Our Speakers:Successful Leaders Growing Businesses Brian Halligan Brian Millham Alex Bard CEO EVP SVP @bhalligan @bmillham @alexbard
  • 4. Today’s Agenda Introduction to the Problem A Unified Solution for Growth See It in Action Takeaways Q&A
  • 5. The Problem
  • 6. There’s a Tectonic Shift inHow Humans Work & Live
  • 7. This Is Not Our Parents’ World Anymore
  • 8. This is Impacting How Businesses Operate Marketing Sales Support
  • 9. With Disconnected Teams Small BusinessesStruggle to Connect With Customers Support Sales Marketing
  • 10. Consumers expect to be treated differently; businesses need to adapt.
  • 11. But How?
  • 12. Businesses Need to Join the Conversation:Across the Entire Customer Lifecycle
  • 13. Unifying Teams Will Help You Grow SalesMarketing Support
  • 14. “In the middle of difficulty lies opportunity.” – Albert Einstein
  • 15. Solution Part 1Marketing
  • 16. Brian HalliganCo-founder and CEO,HubSpot
  • 17. The marketing playbook is broken.The Marketing Playbook Is
  • 18. .The Marketing Playbook is BROKEN.
  • 19. content
  • 20. LINKS ARE TOTHE INTERNETAS DOLLARSARE TO THEECONOMY@BHalligan
  • 21. Facebook Follow f + $ Purchase HxPage Visits Webinar Blog Sub SEGM ENTAT Web I ON Email Mobile
  • 22. Marketing Takeaways 1 Pull in with content 2 Pull through with context
  • 23. Solution Part 2Sales
  • 24. Brian MillhamEVP Commercial Salessalesforce.com
  • 25. Reps Are Left Out of Today’s Buying Process I was hoping to find… May I suggest … May I suggest …
  • 26. Sales Wastes Time Looking for Information
  • 27. How does a small business improve effectiveness with all this noise?
  • 28. Gain a Complete View:Sell More Effectively with Shared Customer Insight Get Real-time customer updates in one place Gain insights from every touch-point Integrate social & traditional activity into one location
  • 29. Collaborate:Improve Sales Productivity & EffectivenessExpand knowledge withinstant connection to expertsStreamline collaboration onproposals and dashboardsShare private informationdirectly with partners &customers
  • 30. Gain Insight:Increase Sales with Real-time Information Make smarter business decisions with analytics Predict success with consistent forecasting View any data from across your business on any device
  • 31. The World’s #1 Sales Application Close more deals to grow your business
  • 32. Trunk Club Makes Smarter Business Decisions150 Employees, Helping Men Discover Awesome Clothing without ShoppingGrew from 1M to 15M in Revenue in the Past 2 YearsImproved visibility into sales trends to increase sales effectivenessDelivered real-time product insight to reps with collaboration
  • 33. Sales Takeaways 3 Be relevant, with a complete view of the customer 4 Gain visibility to take action
  • 34. Solution Part 3Support
  • 35. Alex BardSVP of Service Cloudsalesforce.com
  • 36. If you make customersunhappy in the physicalworld, they might each tell6 friends.6 friends.If you make customersunhappy on the Internet,they can each tell6,000 friends.” 6000 friends. - Jeff Bezos, Founder & CEO
  • 37. Today, People Are Discussing Your Brand 340M Tweets Per Day 2.7B FB Posts Per Day Billions Blog Posts Per Day 150M Conversations Per Day Sources: Penn State College IST Social Study, Twitter, Facebook, YouTube, Visible Technologies
  • 38. Most Businesses Are Not Listening #FAIL 95% Facebook Brand 88% Posts NOT = Answered People Unlikely to Buy 71% from Brands that Ignore Their Twitter Complaints Online Complaints NOT Answered Sources: SocialBakers “Companies Respond to Just 5% of Questions on Facebook”; Sysomos “Replies and Retweets on Twitter” l Study, Twitter, Facebook, YouTube, Visible Technologies
  • 39. How does a small business keep up withthis exploding demand from customers?
  • 40. Listen Everywhere! Today’s customer is social and mobile Social media is the new 800 number Connect to all channels: traditional and social “25% of our cases now come from from social media, that’s equivalent to cases coming over the phone. If the phone was ringing would you not pick up?” - John Rote, Head of Support
  • 41. Put a System In PlaceSetup a professional support tool tocreate consistencyGive every customer inquiry a statusand ownerMove cases from open to resolved sono customer falls through the cracks
  • 42. Knowledge is Power Build out a knowledge base so that every agent is as smart as your best agent Publish your FAQs on your website so customers can help themselves Continuous improvement vs. delayed perfection
  • 43. Measure: What Gets Measured Gets DoneNumber of new casesCase categorizationAvg. Time to 1st ResponseAvg. Interactions to ResolutionCustomer Satisfaction!!!
  • 44. All-in-one Application for Any Small Support Team Support Your Customers Help Your Customers Easy to Get Up and Across Any Channel Help Themselves Running Social Mobile Case Self- Knowledge Multilingual Business Simple Support Service Base Support Insights Integration Setup Access Management
  • 45. Square Reinvents Commerce with Desk.comRevolutionizing transactions between buyers and sellersOver 2M merchants using Square globally$8B in payments processed annually by SquareDelivers and scales support over social channels and self-service
  • 46. Support Takeaways 5 Take charge of your customer support 6 Engage with your customers where they are
  • 47. Solution in Action
  • 48. Takeaways
  • 49. Unifying Teams Will Help You Grow Sales Marketing Support
  • 50. Grow Your Business Along Every Major Metric +27% +27% Sales Sales Average Percentage Improvements Reported by Salesforce Customers Source: Salesforce.com Customer Relationship Survey conducted March, 2012, by an independent third- party, MarketTools Inc., on 5,500+ customers randomly selected. Response sizes per question vary.
  • 51. Overall Takeaways:6 Tips to Accelerate Small Business Growth 1 Pull in with content 2 Push through with context 3 Be relevant, with a complete view of the customer 4 Gain visibility to take action 5 Take charge of your customer support 6 Engage with your customers where they are
  • 52. BONUS: Top 3 Action Items 1 Bring context to your marketing 2 Look at the full customer lifecycle 3 Focus on customer retention
  • 53. Q&A
  • 54. Thank You