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Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
Marketing to Enterprise and Target Accounts
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Marketing to Enterprise and Target Accounts

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Best practices for selling to large companies- including tips for using Marketo to do so. Enjoy!

Best practices for selling to large companies- including tips for using Marketo to do so. Enjoy!

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  • EXAMPLE OF POPULATED SLIDE
  • SPEAKER SECTION SLIDE
  • EXAMPLE OF POPULATED SLIDE
  • Transcript

    • 1. Marketing to the Enterprise Maria Pergolino Matt Heinz VP of Marketing, Apttus President, Heinz Marketing @inboundmarketer @heinzmarketingPage 1 #mus13 © 2013 Marketo, Inc.
    • 2. Marketing to the Enterprise Strategies and tactics to help you market and sell at the highest levelPage 2 #mus13 © 2013 Marketo, Inc.
    • 3. This doesn’t write checks!Page 3 #mus13 © 2013 Marketo, Inc.
    • 4. What do your customers care about?Page 4 #mus13 © 2013 Marketo, Inc.
    • 5. The buyer progression Problem/ Solution Objective/ Pain OutcomePage 5 #mus13 © 2013 Marketo, Inc.
    • 6. People & problems, not productsPage 6 #mus13 © 2013 Marketo, Inc.
    • 7. Five questions to ask 1. What/who are your targets? 2. What do they care about? What outcome are they seeking? 3. Where do you find them? 4. What or who influences them? 5. How do they want to engage and (eventually) buy?Page 7 #mus13 © 2013 Marketo, Inc.
    • 8. Enumerating needs by role Audience Drivers Pain Points Value Propositions (bullet points) Key MessagesVertical #1 CEO IT/CIO CFO CMO Audience Drivers Pain Points Value Propositions (bullet points) Key MessagesVertical #2 CEO Want the XLS template? Bring me a business card!Page 8 #mus13 © 2013 Marketo, Inc.
    • 9. Granular lead/opportunity stages Stage Definition Sales Next Step(s) Marketing Next Step(s) New lead, has not been attempted or contacted by Begin follow-up to get on the phone live to Provide scripts and response offers as Open/Not Attempted sales qualify as opportunity needed to increase call-backs Sales has begun the process of following the lead Continue follow-up attempts via phone, Provide scripts and response offers as Attempting to Contact follow-up process to reach the prospect live email, "zero out" to reach prospect live needed to increase call-backs Prospect has expressed interest in ABC Company Once prospect has been qualified, either Provide collateral, case studies and other and/or achieving better results, and is interested in move into a "Qualified" opportunity or information as needed to help prospect Interested learning more; full qualification criteria move to Nurture (if timeline is long-term or determine sales intent intent/purchase timeline still unknown undetermined) Leads Prospect is interested, but there is no near-term no action Drip marketing to prospect 1-2 times per opportunity to buy (prospect may have other month with value-added offers, until Nurture immediate priorities, or may just need more time to theyre ready to engage in a short-term consider interest/intent) buying cycle again Havent been able to get ahold of prospect after no action Drip marketing to prospect 1-2 times per repeated attempts month with value-added offers, until Unresponsive theyre ready to engage in a short-term buying cycle again No Further Action Lead is not a qualified prospect no action no action Prospect has a need & budget, and is actively Get demo commitment, plan next steps and Provide additional support tools as evaluating solutions timeline to buy (or at least make decision) needed (case studies, etc.) to help Qualified with prospect accelerate prospect interest and buying cycle Demo has been scheduled or completed; working Get permission to present formal proposal Provide additional support tools as through objections & questions needed (case studies, etc.) to help Presentation & Demo accelerate prospect interest and buying cycle Opportunities Formal proposal is in process or has been delivered Get verbal commitment to buy pending no action Proposal outlining terms, services, fees finalization of terms Prospect has verbally agreed to do business; both Sign, seal and return baby! no action Negotiation sides are working through final legal/term/service/fee details Close Agreement has been signed and returned victory lap no action Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until Closed Lost theyre ready to engage in a short-term buying cycle again Want the XLS template? Bring me a business card!Page 9 #mus13 © 2013 Marketo, Inc.
    • 10. IndividualizePage 10 #mus13 © 2013 Marketo, Inc.
    • 11. Standing out at volumePage 11 #mus13 © 2013 Marketo, Inc.
    • 12. Leveraging events (yours & theirs)Page 12 #mus13 © 2013 Marketo, Inc.
    • 13. Know and work the entire org chartPage 13 #mus13 © 2013 Marketo, Inc.
    • 14. Long-term perspective, short-term buying signalsPage 14 #mus13 © 2013 Marketo, Inc.
    • 15. 5 Steps to Enterprise Marketing SuccessPage 15 #mus13 © 2013 Marketo, Inc.
    • 16. Differences from SMB Marketing • Lower volume of deals • Bigger $ and margins • Known buyer • Longer sales cycles • Many deal influencers • Hard to reach most senior team members • Ability to spend more on marketing per buyerPage 16 #mus13 © 2013 Marketo, Inc.
    • 17. Step 1: Get Organized • Build Personas • Build the Database • Sales or Marketing to Identify Target Accounts • BDRs or Marketing to Identify Prospects within these Accounts – Current database – New names Personas evolve and target accounts change – build a repeatable processPage 17 #mus13 © 2013 Marketo, Inc.
    • 18. Consider Account Scoring • May be tricky to implement • Multiple methods: • Firmographic score • Average of all contacts • Highest scoring contactPage 18 #mus13 © 2013 Marketo, Inc.
    • 19. Step 2: Get Systems in Place • Know how you’re going to track success • Ensure Sales Reps are trained on Marketo Sales Insight • Utilize tagging campaign to ensure tracking of target accounts onlinePage 19 #mus13 © 2013 Marketo, Inc.
    • 20. Step 3: Focusing in on Targets Yes: No: • Display • TV • Pay Per X • Radio • Direct Mail • PPC • Field Events • Trade Shows • Email • PR • Telemarketing • Content Syndication These channels allow for segmentation and personalization – key for successful and efficient enterprise marketingPage 20 #mus13 © 2013 Marketo, Inc.
    • 21. Display – Company Specific • Get in front of the right companies • Target specific messages or campaigns • More expensive but less waste Personalized with Company Name Customized with Relevant MessagePage 21 #mus13 © 2013 Marketo, Inc.
    • 22. Display – Target Specific • Get in front of the RIGHT PERSON at the right company • Personalize all messages • More expensive but NO waste Display & InMails Targeted ads by Email Does your company believe social media isn’t a fit? Start with these programs to prove success.Page 22 #mus13 © 2013 Marketo, Inc.
    • 23. Pay Per Campaigns • You decide what to buy: Pay-Per- Name, Pay-Per-Lead, Pay-Per-Target Account, etc. • Often segment by size of company or other firmographics • Utilize content to further qualifyPage 23 #mus13 © 2013 Marketo, Inc.
    • 24. Direct Mail • PURLs and dynamic content • Dimensional packaging • Priority Delivery • Integrated with Marketo or CRMPage 24 #mus13 © 2013 Marketo, Inc.
    • 25. Field EventsPage 25 #mus13 © 2013 Marketo, Inc.
    • 26. EmailPage 26 #mus13 © 2013 Marketo, Inc.
    • 27. Get Personal – Personalization is Key • Tokens – {(Field=Company)} • Purls – companyname.com/maria • Dynamic Content • Personalized • Unique Content & MessagingPage 27 #mus13 © 2013 Marketo, Inc.
    • 28. Don’t Forget your Website and Forms Website SmartFormsPage 28 #mus13 © 2013 Marketo, Inc.
    • 29. Step 4: Putting it Together 1 2 X 4 5 7 8 9 11 Target Key Prospect Targeted 12 Account and Message Display & Identified Identified PPC 13 14 BDR BDR Reach Out Reach Out 30 16 Direct Mail Direct Mail Field Event BDR Received, E Sent to Key Reach Out mail & Call Contact 28 27 26 24 23 20 19 18Page 29 #mus13 © 2013 Marketo, Inc.
    • 30. Segmentation within Target Accounts Decision maker: Identify Zero Waste Micro-Event Email Program Follow-up w/ Decision Maker Advertising ALL Inmails Influencers: Identify Targeted Postcard Email Program Follow-up w/ Influencers Display those who engagePage 30 #mus13 © 2013 Marketo, Inc.
    • 31. Managing in MarketoPage 31 #mus13 © 2013 Marketo, Inc.
    • 32. Step 5: Measuring Success • Early Indicators: • Number of target accounts (per rep, per region) • Data completeness of target accounts • Decision makers and influencers identified from target accounts • Freshness off • Program results: • Marketing: Successes from target accounts • BDR: Call Connects at target accounts • Success: Opportunities Not: • New names • Leads • # of New MQLsPage 32 #mus13 © 2013 Marketo, Inc.
    • 33. Measuring SuccessPage 33 #mus13 © 2013 Marketo, Inc.
    • 34. Thank You!Page 34 #mus13 © 2013 Marketo, Inc.

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