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B2B Digital Sales Funnel. Case.
 

B2B Digital Sales Funnel. Case.

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Brief:

Brief:
“We just opened a new website. Now we want to start making sales through it. What should we do?”

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    B2B Digital Sales Funnel. Case. B2B Digital Sales Funnel. Case. Presentation Transcript

    • McCann Worldgroup Digital Sales Funnel for B2B McCANN Helsinki 08/2013
    • McCann Worldgroup DIGITALISATION HAS CHANGED B2B SALES LANDSCAPE IN THE LAST 2 YEARS MORE THAN PREVIOUS 18 YEARS TOGETHER Jani Virtanen, McCANN Helsinki
    • McCann Worldgroup 88% OF B2B DECISION MAKERS STARTS PURCHASING PROCESS FROM THE INTERNET Google 3/2013
    • McCann Worldgroup 2 out of 3 potential customers don’t want to be in direct contact with the sales personnel during the first stage of purchase process (search for possible suppliers). If a supplier is not included in this search stage, it will not be included in later stages 2 or 3. SUPPLIER MUST BE FOUND IN FIRST STAGE. Aalto University 11/2012
    • McCann Worldgroup YOU DON’T FIND YOUR CUSTOMERS ANYMORE. - THEY FIND YOU.
    • McCann Worldgroup B2B DIGITAL SALES FUNNEL “SIMPLIFIED” A systematic approach, methods and tools to make company website a lead channel for sales.
    • McCann Worldgroup CASE Digital sales funnel for Nordic VAD* in 3D infrastructure design software. *Value Added Distributor
    • McCann Worldgroup CEO’s brief to McCANN “We just opened a new website. Now we want to start making sales through it. What should we do?”
    • McCann Worldgroup Attract and be easily found in digital medias Make visitors to stay and find information from company’s websites Convert visitors into contacts and leads by activations Make the best fit of customer and reseller. VAD measures leads satisfaction to learn about reseller network and best fits Reseller get warm and best fitted leads for sales DIGITAL SALES FUNNEL FOR VAD
    • McCann Worldgroup OWNED DIGITAL MEDIA, TRAFFIC, CONTENT, CAMPAIGNS DIGITAL CONVERSION POINTS AND PATHS NURTURING AND ENRICHING THE CONTACTS INTO LEADS ENRICHED SALES LEADS SYSTEMS AND TOOLS GATHERING CUSTOMER INTELLIGENCE MONITORING AND ANALYSIS MONITORING AND METRICS RESELLER LEAD CONTINOUS DEVELOPMENT DIGITAL SALES FUNNEL COMPONENTS FOR VAD
    • McCann Worldgroup OWNED DIGITAL MEDIA, TRAFFIC, CONTENT, CAMPAIGNS
    • McCann Worldgroup OWNED DIGITAL MEDIA, TRAFFIC, CONTENT AND CAMPAIGNS
    • McCann Worldgroup OWNED DIGITAL MEDIA, TRAFFIC, CONTENT AND CAMPAIGNS NEWSLETTERS AND SURVEYS are used to stay on top the minds of the target market. SEARCH ENGINE optimization and marketing are used to drive traffic to your website and the most relevant content concerning each search term. SOCIAL MEDIA: Social media presence must put into order at least in terms of search engine find-ability and authority. Also social media campaigns and advertising to suitable professional networks are an option. SEO/SEM Newsletter, Surveys Social media Websites Offline Onlline marketing
    • McCann Worldgroup CONVERSION
    • McCann Worldgroup CONVERSION
    • McCann Worldgroup CONVERSION CONVERISION OPTIMIZATION STEPS: 1.  Analysing the current state and analysing the conversion paths 2.  Spotting gaps and problems (where and why) 3.  Designing development plan (conversion paths and activations) 4.  Implementing development plan (user interface, activation activities) 5.  Continuous measuring and development Analysis Problems & possibilities Social media Website visitors Visitors data (paths, points) Continuous measuring Development plan
    • McCann Worldgroup LEAD NURTURING AND ENRICHING
    • McCann Worldgroup LEAD NURTURING AND ENRICHING
    • McCann Worldgroup LEAD NURTURING AND ENRICHING Leads are enriched at the point of the first contact with few simple questions. Resellers are now able to offer the most suitable solution in the right time, for the right contact and for the right need. This has a straight impact on sales hit rate. Visitors are converted into leads even though not in the buying phase right now. Marketing automation processes are implemented to nurture and classify the leads. Lead background Lead’s needs Lead’s buying process Right solution Best reseller Improved hit rate = Lead database Marketing automation
    • McCann Worldgroup LEAD FOLLOW-UP
    • McCann Worldgroup LEAD NURTURING AND ENRICHING
    • McCann Worldgroup LEAD FOLLOW-UP To benefit nurtured leads, we use ‘lead dashboard tool’ to make follow-up process transparent and efficient. It notifies reseller and the lead that the service process has begun. This makes sales process transparent, motivate resellers to be active and reward the most active ones. This also gives VAD an opportunity to evaluate the resellers and develop those relationships. . The quality of the service process is measured by using automated NPS tool (net promoter score). Leads NPS Data- base Feed- back Auto- mation Reseller Evaluate, motivate, reward, develop Lead dashboard
    • McCann Worldgroup MEASURING AND THE METRICS
    • McCann Worldgroup MEASURING AND THE METRICS OWNED DIGITAL MEDIA, TRAFFIC, CAMPAIGNS DIGITAL CONVERSION POINTS AND PATHS Website visitors, traffic sources, time spent on site, followers, number of new contacts, email opening percentages, sharing, google searches. Time spent on site, bounce rate, sharing, contact base, business proposals, number of downloads. Number of closed deals response time, satisfaction. End-customer satisfaction, reseller activity, service level and results, NPS. NURTURING AND ENRICHING THE TARGETS INTO LEADS ENRICHED LEADS
    • McCann Worldgroup CONTINUOUS DEVELOPMENT
    • McCann Worldgroup CONTINUOS DEVELOPMENT
    • McCann Worldgroup CONTINUOS DEVELOPMENT Business environment changes constantly, therefore also sales tactics and strategies must adapt in an agile and proactive manner. That is why we organize a development workshop once in a quarter to keep the sales tactics as effective and proactive as possible. Activities, effectiveness Results vs. set goals Development & actions Market & competitors
    • McCann Worldgroup GOALS FOR DIGTAL SALES FUNNEL FOR VAD (NEXT 12 MONTHS) 1. WEBSITE VISITORS: +100% 2. NUMBER OF BUSINESS PROPOSALS: +50% 3. THE AMOUNT OF DEALS THROUGH WEB: +100% 4. RESELLER ACTIVITY: Setting the desired level 5. CUSTOMER SATISFACTION AND RECOMMENDATIONS: Setting the desired level (NPS value)
    • McCann Worldgroup 29 HEIKKI LEHTO, TECHNOLOGY DIRECTOR Acknowledged digital business visionary and technology expert. The other founder of Brandson. Customers: Mars, Matkahuolto, Huoneistokeskus, Realia Isännöinti, Delta Auto, Sony, Nokia, Audi, Varma, Krogerus, Sergel, Vierumäki, SK Restaurants, Ruukki, Nestle, IF. JUHA-MATTI KOSONEN, SERVICE- AND CUSTOMER EXPERIENCE DESIGNER Expert in user-experience- and digital service design. Former mobile application entrepreneur. Customers: Itella, ISS, ComputerLinks, Oracle, Reaktor, Activeark, Evli Bank. JANI VIRTANEN, DEPUTY CEO, HEAD OF B2B One of the Finland’s most experinced digital business strategists. Founder of Brandson. Customers: Danske Bank, Motorola, Amadeus, Finnmatkat, Huoneistokeskus, Forex, SK Restaurants, Tieto, Dovre.
    • McCann Worldgroup Jani Virtanen Deputy CEO, Head of B2B McCANN Helsinki http://jani.mccann.fi/ Jani.virtanen@mccann.fi +358 400 717 961