On Target 2014, Christopher Engman, Vendemore
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On Target 2014, Christopher Engman, Vendemore

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On Target 2014 is the Go-To Conference for B2B Sales & Marketing. How to increase win rate with new sales and marketing technologies ? ...

On Target 2014 is the Go-To Conference for B2B Sales & Marketing. How to increase win rate with new sales and marketing technologies ?
Christopher Engman, CEO Vendemore talks about how B2B can use account based advertising to increase cross-sales and accelerate pipeline.

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On Target 2014, Christopher Engman, Vendemore On Target 2014, Christopher Engman, Vendemore Presentation Transcript

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  • Pipeline  Marke,ng™   Lack of access
  • The Pipeline Marketing Company Cold  calling  and  da,ng?       Pipeline  Marke,ng™  
  • The Pipeline Marketing Company Typical  customer  profile…     Named  accounts  (new  and/or  exis,ng)   -­‐  Not  working  with  most  organisa,ons     To  get  a  first  mee,ng  is  much  simpler   than  to  run  the  sales  process   -­‐  Many  stakeholders  (formal  and  informal)   -­‐  Clear  compe,tors   -­‐  Heavy  compe,,on  with  status  quo  and   subs,tutes     Pipeline  Marke,ng™  
  • 450+  soMware,  tech  and  service  B2B  companies,  in  14  countries  and  4   con,nents,  growing  50%+  per  year,  delivering  in  100+  countries     The Pipeline Marketing Company
  • The Pipeline Marketing Company Pipeline  Marke,ng     Large  complex  deals   Cross  selling   Framework  agreements       Pipeline  Marke,ng™  
  • Pipeline  Marke,ng™   Turning unengaged to engaged (agenda) What is Pipeline Marketing?
  • The Pipeline Marketing Company Adver,se…   Only  people  working  in  the   organisa,ons  you  choose.     Marke,ng  towards  the  buying  organisa,on  during  the  sales  cycle   Pipeline  Marke,ng™  
  • Adver,sing,  films,  social  media,  ar,cles  are   targeted  to  the  buying  organisa,on   Pipeline  Marke,ng™  
  • The Pipeline Marketing Company Media  coverage  ex  from  Sweden   30+  lokal)dningar   25  svenska     bransch)dningar   Flera  av     de  största   +1.000.000  sajter   globalt  
  • The Pipeline Marketing CompanyMarke,ng  towards  the  buying  organisa,on  during  the  sales  cycle   Content,  ar,cles  as  ads  are  more  interes,ng  than   normal  ads   10x  
  • Pipeline Marketing + Content Marketing Pipeline  Marke,ng™   ENGAGED   UNENGAGED   Marketing Automation + Content Marketing
  • The Pipeline Marketing Company What  happens  usually?   29  days  with  no  adver,sing  followed  by  a  period  with  adver,sing.  In  parallell  with   adver,sing  the  increased  number  of  web  site  visitors  from  the  targeted  account  is   between  500-­‐1.000%   Marke,ng  towards  the  buying  organisa,on  during  the  sales  cycle  
  • The Pipeline Marketing Company   Cross-­‐selling   (selling  more  to  exis,ng  clients)    
  • The Pipeline Marketing Company Cross-­‐selling  
  • The Pipeline Marketing Company Vitec,  a  cross-­‐selling  case   ERP-­‐system  supplier  for  the  real  estate  industry     Extra  modules  are  focused  on  energy  consump,on,  service/ maintenance,  webbportal  and  apps  for  the  tenants  25-­‐30  of  the  450   largest  clients  are  using  big  parts  of  the  product  porcolio       A  part  of  the  sales  processes  never  go  beyond  the  first  mee,ng  since  the   client  can’t  manage  the  internal  selling  to  engage  in  a  buying  process.     Hard  to  create  urgency  within  the  clients  organisa,on       Marke,ng  towards  the  buying  organisa,on  during  the  sales  cycle   Pipeline  Marke,ng™  
  • The Pipeline Marketing Company Vitec,  a  cros-­‐  selling  case     Marke,ng  towards  the  buying  organisa,on  during  the  sales  cycle   Pipeline  Marke,ng™  
  • The Pipeline Marketing Company Vitec,  a  cross-­‐selling  case     Marke,ng  towards  the  buying  organisa,on  during  the  sales  cycle   Pipeline  Marke,ng™   Constr.   comp.   Mun.  Real   est.   Private   Real  est.   References   Energy   Cons.   Customer   service   Forecast  Modules/   Pain  areas   Service   staff   Constr.   comp.   Energy   Cons.   Forecast   For  a  construc,on  company  lacking  the   energy  solu,on  and  the  forecas,ng   module  
  • The Pipeline Marketing Company Vitec,  a  cross-­‐selling  case     Marke,ng  towards  the  buying  organisa,on  during  the  sales  cycle   Pipeline  Marke,ng™   Management  improved  their  result  in  2013,  in  rela)on  to  2012,   by  almost  80  %.     An  improved  sales  strategy,  combined  with  the  right  targe,ng   tools,  helped  Vitec  to  improve  its  sales  during  the  period.     “In  2013  Vitec  increased  their  cross-­‐selling  by  20  %  towards  the   companies  targeted  by  Vendemore”,  says  Magnus  Persson,  Sales   and  Marke,ng  Director  at  Vitec.     To  sell  more  products  to  exis,ng  customers  has  always  been   Vitecs    business  strategy  but  with  Vendemores  solu,on  we  were   able  to  increase  sales  and  work  with  business  opportuni,es  in  a   much  more  efficient  way.          
  • Pipeline Marketing + Content Marketing Pipeline  Marke,ng™   ENGAGED   UNENGAGED   Marketing Automation + Content Marketing
  • christopher.engman@vendemore.com     +46735101974           Read  more:     “Behavioural  economics”  (Daniel  Kahneman  Nobel  prize  winner)   “Tracing  the  drivers  of  B2B  brand  strength  and  value”  (Niklas   Bondesson,  PhD  Lund  University)   “The  Challenger  Sale”  (The  Corporate  Execu,ve  Board)   “Crossing  the  Chasm”  (Geoffrey  Moore,  Michael  Eckhardt  et  al)  
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