3.0 Strategies for Improving B2B Sales & Marketing Results Bob Walmsley Tailwind Strategies Overview
Agenda <ul><li>B2B Buying Behavior has changed </li></ul><ul><li>Tailwind Strategies Solutions </li></ul><ul><li>Step 1 – ...
Founder & CEO Background <ul><li>Bob Walmsley </li></ul><ul><li>20 years of applying process and technology best practices...
How B2B Buying Behavior has changed  <ul><li>Bottlenecks have often moved up the funnel </li></ul><ul><li>Leveraging Googl...
1.0 Sales & Marketing Best Practices
2.0 Sales & Marketing Best Practices
Tailwind Strategies 3.0 Solutions Close Forecast Opportunities Leads Website Suspects Search Engine Marketing, Social Medi...
Step 1a - Tailwind Performance Profile (TPP) <ul><ul><li>Audit of Sales & Marketing Processes & Tools </li></ul></ul><ul><...
Step 1b – TPP Assessment Output <ul><li>Presentation & Report  </li></ul><ul><ul><ul><li>Create Key Performance Indicators...
Google - #1 Prospect Research Approach
Google Adwords Campaigns <ul><li>B2B Best Practices </li></ul><ul><ul><ul><ul><li>Competitive Analysis  </li></ul></ul></u...
Marketing Automation – Website Visitor Id <ul><ul><li>Digital Buying Behavior </li></ul></ul><ul><ul><ul><li>Anonymous Vis...
Marketing Automation – Lead Scoring <ul><li>BARDS Lead Scoring System* </li></ul><ul><ul><ul><li>BANT </li></ul></ul></ul>...
Marketing Tier 1 Telemarketing Tier 2 Partner sales  Management  Reports &  Dashboards Campaigns Leads Qualified? yes Lead...
# Leads by Source Lead Conversion Rates Best Performing Campaigns – Based on Closed Revenue # New Leads, Cost Per Lead Lea...
Customer Success
Sample Customers
Thank You – Lets Stay Connected Become a fan Follow on Connect on
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Tailwind Strategies Overview Oct 2009

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Tailwind Strategies Overview Oct 2009

  1. 1. 3.0 Strategies for Improving B2B Sales & Marketing Results Bob Walmsley Tailwind Strategies Overview
  2. 2. Agenda <ul><li>B2B Buying Behavior has changed </li></ul><ul><li>Tailwind Strategies Solutions </li></ul><ul><li>Step 1 – Audit to Identify Bottlenecks </li></ul><ul><li>Step 2 – Modernize Processes </li></ul><ul><li>Step 3 – Best Practices Automation </li></ul><ul><li>Next Steps </li></ul>
  3. 3. Founder & CEO Background <ul><li>Bob Walmsley </li></ul><ul><li>20 years of applying process and technology best practices to sales & marketing </li></ul><ul><li>Grew IONA Americas revenue from $35 to $103M in 3 years </li></ul><ul><li>B.S. Computer Science MIT </li></ul>
  4. 4. How B2B Buying Behavior has changed <ul><li>Bottlenecks have often moved up the funnel </li></ul><ul><li>Leveraging Google is vital for success </li></ul><ul><li>Website is now the first sales call </li></ul><ul><li>Attention spans are shorter – response must be real-time </li></ul><ul><li>Buying and Selling cycles out of sync </li></ul><ul><li>Discovery process has been REVERSED </li></ul>
  5. 5. 1.0 Sales & Marketing Best Practices
  6. 6. 2.0 Sales & Marketing Best Practices
  7. 7. Tailwind Strategies 3.0 Solutions Close Forecast Opportunities Leads Website Suspects Search Engine Marketing, Social Media Lead Capture Analysis, Visitor Identification Lead Scoring, Nurturing Real-Time Processes Closed Loop Analysis Google AdWords Google Analytics Marketing Automation Salesforce.com Dashboards
  8. 8. Step 1a - Tailwind Performance Profile (TPP) <ul><ul><li>Audit of Sales & Marketing Processes & Tools </li></ul></ul><ul><ul><ul><li>Metrics and document gathering </li></ul></ul></ul><ul><ul><ul><li>Interviews </li></ul></ul></ul><ul><ul><ul><li>Data analysis, verification and benchmarking </li></ul></ul></ul><ul><ul><ul><li>Online Survey </li></ul></ul></ul><ul><ul><ul><li>Report preparation </li></ul></ul></ul><ul><ul><ul><li>“ The Tailwind Performance Profile enabled us to quickly identify the bottlenecks in our marketing and sales processes” – Stan Jaworksi, VP Marketing VBrick </li></ul></ul></ul>
  9. 9. Step 1b – TPP Assessment Output <ul><li>Presentation & Report </li></ul><ul><ul><ul><li>Create Key Performance Indicators </li></ul></ul></ul><ul><ul><ul><li>Bottleneck identification and explanation </li></ul></ul></ul><ul><ul><ul><li>Tailwind Scorecard for 6 key areas </li></ul></ul></ul><ul><ul><ul><li>Recommendations for easiest ROI </li></ul></ul></ul><ul><ul><ul><li>“ Tailwind showed us where we could obtain the best ROI for marketing and sales” – John Lunny, CEO Vestmark </li></ul></ul></ul>
  10. 10. Google - #1 Prospect Research Approach
  11. 11. Google Adwords Campaigns <ul><li>B2B Best Practices </li></ul><ul><ul><ul><ul><li>Competitive Analysis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Real-time Keyword Discovery </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bid Management </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ad Copy Recommendations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Landing Page Design Recommendations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>B2B Conversion Tracking </li></ul></ul></ul></ul><ul><ul><ul><ul><li>ROI Analysis based on closed opportunities </li></ul></ul></ul></ul><ul><ul><li>“ Tailwind really helped us on the road to a successful exit” – Carlos Cashman, President, Course Advisor </li></ul></ul>
  12. 12. Marketing Automation – Website Visitor Id <ul><ul><li>Digital Buying Behavior </li></ul></ul><ul><ul><ul><li>Anonymous Visitor Strategies </li></ul></ul></ul><ul><ul><ul><li>Sales Alerts </li></ul></ul></ul><ul><ul><ul><li>Reports & Dashboards </li></ul></ul></ul><ul><ul><ul><li>Sales Follow up Strategies </li></ul></ul></ul><ul><ul><ul><li>“ Tailwind’s unique real-time processes enabled us to achieve call connect rates of greater than 40%” – Jim Chordas Insides Sales Director, VBrick </li></ul></ul></ul>
  13. 13. Marketing Automation – Lead Scoring <ul><li>BARDS Lead Scoring System* </li></ul><ul><ul><ul><li>BANT </li></ul></ul></ul><ul><ul><ul><li>Activity </li></ul></ul></ul><ul><ul><ul><li>Recency </li></ul></ul></ul><ul><ul><ul><li>Dynamic </li></ul></ul></ul><ul><ul><ul><li>Static </li></ul></ul></ul><ul><ul><ul><li>*Requires Visitor Identification System </li></ul></ul></ul><ul><ul><ul><li>“ Tailwind’s BARDS lead scoring system significantly reduced our lead cycle times” – John Shearman, Internet Marketing Director VBrick </li></ul></ul></ul>
  14. 14. Marketing Tier 1 Telemarketing Tier 2 Partner sales Management Reports & Dashboards Campaigns Leads Qualified? yes Lead Management <ul><li>Lead Capture Mechanisms </li></ul><ul><li>Online Registration Forms </li></ul><ul><li>Import Lists From Excel </li></ul>no <ul><li>Sample Routing Rules </li></ul><ul><li>Territory Based Routing </li></ul><ul><li>Product Based Routing </li></ul><ul><li>TBD </li></ul>Win? Opportunity Management Lead Generation Campaign Effectiveness & ROI Accounts no yes Opportunities <ul><li>Types of Campaigns </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Pay Per Click Ads </li></ul><ul><li>Sample Qualification Questions </li></ul><ul><li>Current Situation </li></ul><ul><li>Pains </li></ul><ul><li>Opportunity Size </li></ul><ul><li>Timeframe </li></ul><ul><li>Budget </li></ul><ul><li>Decision Maker </li></ul><ul><li>Main Competitor </li></ul>Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest. <ul><li>Common Reasons for Duplicate Leads </li></ul><ul><li>Bogus info </li></ul><ul><li>Duplicate lead </li></ul><ul><li>Current customer </li></ul><ul><li>New contact, current opportunity </li></ul>Salesforce.com Tabs Lead Source Lead Status Closed Business Qualify Lead Lead Assignment Archived Leads Check for Duplicates <ul><li>Sample Lead Status </li></ul><ul><li>Open: Followed up on within 48 hours </li></ul><ul><li>Working: Day 1 through day 30 </li></ul><ul><li>Developing: Scheduled follow up beyond 30 days </li></ul><ul><li>Archive: Non-responsive or No Current Interest </li></ul>Work Lead & Adjust Lead Status Opportunity Pipeline Competitive Win/ Lose <ul><li>Sample Sales Stages </li></ul><ul><li>Lead </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Confirmed </li></ul><ul><li>Objection Handling </li></ul><ul><li>Selected </li></ul><ul><li>Negotiating </li></ul><ul><li>Closed/Won </li></ul><ul><li>Closed/Lost </li></ul>Sales Cycle Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest. Archived Opportunities The lead is converted into an opportunity with an associated contact and account. The lead will be handed off to partner sales person to work it through the sales cycle. Lead Conversion Lead Quality Lead Type Neglected Leads Marketing Campaign Lead Capture Active Customer Account becomes an active customer. Lead Conversion Contacts Lead -Opportunity Management Process Design
  15. 15. # Leads by Source Lead Conversion Rates Best Performing Campaigns – Based on Closed Revenue # New Leads, Cost Per Lead Leads Analysis Campaign ROI Lead Tracking Campaign Analysis Campaign Revenue Lead Management Closed Loop Analysis (Marketing Accountability) Cost Per Opportunity & Opportunity Close Rates Campaign ROI OTHER KPI METRICS
  16. 16. Customer Success
  17. 17. Sample Customers
  18. 18. Thank You – Lets Stay Connected Become a fan Follow on Connect on

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