Just like the move from analog to digital copiers made profound shifts to how we do things, the move from analog to digital prospecting and marketing opens new opportunities to grow business.
With 94% of business buying decisions now beginning online and buyers 57% of the way thorough the buying process before engaging with a sales rep, copier dealers need to get smart when it comes to online sales and marketing.
In this presentation you'll learn how you can move your dealership from analog to digital prospecting with LinkedIn. You'll also learn the latest inbound marketing strategies to leverage the internet to create and nurture leads.
The presentation concludes with a practical three-step action plan for a copier dealership to build a powerful marketing engine.
4. • The modern consumer is digitally
driven, socially connected and mobile
empowered.
• They have unlimited access to real-time
information about your company,
products, competitors & customers
• It’s time to adapt.
6. Buyers are 57% of the way
through the buying process
before engaging with a
vendor or sales rep.
Consumer Economics Board
Survey of 1,400 business decision makers
Harvard Business Review, July 2012
9. 94% of buying decisions
begin online
Digital content IS becoming a deal breaker for consumers (especially younger buyers) who are
looking for information online. Companies that aren’t there with answers to prospects’ questions
will fall off the radar, while brands that anticipate questions and provide useful resources will win
brand awareness and, eventually, conversions.
Acquity Group, 2014 B2B Procurement Study
10. 84% of C-level/VP
executives surveyed
use social media to
make purchasing
decisions.
IDC
Social Buying Meets Social Selling
April 2014
28. Regular Status Updates
• Position as a Thought Leader
• Top of Mind Awareness
Helped a law firm re-plant 200 trees to offset the
paper they used last year. #PrintReLeaf
Medical Clinics: Check out this helpful article…
How To Get Your Office Ready for The
Coming ICD-10 Conversion
Enjoyed seeing how the teachers at Middlebrook
High School are preparing leaders of tomorrow
with Chromebook Carts and Digital Whiteboards
I was surprised by the stats in this special report:
Five Ways to Protect Your Critical Business
Information fro Cyber Attack
29. Analogue to Digital Marketing
Analogue
Marketing < Sales
Digital
Marketing is Sales
30. Implications
• Knowledge is stored in the sales reps’ heads.
• You need to make that knowledge available online
57%
Digital Marketing
In Person
Online
31. How To Create Leads
Understand Your Prospects’ Questions
Offer Information That’s Helpful To
Them
Implement Automated Processes
32. Buyer’s Journey
What Type of Questions?
Awareness Consideration Decision
• I have a business
problem
• What are the potential
solutions?
• What have other people
done?
• Who can help me?
• Who is credible?
33. From Advertising to Answers
• Buyer 2.0 Wants Answers to their Questions
• Problem: Different Buyers have Different Questions
35. Buyer Personas
1. How would your persona describe themselves?
2. What is your persona’s job level or level of seniority?
3. What does your persona value most?
4. What are they trying to accomplish, achieve, or are working towards?
5. What problems are they struggling with that you can help solve?
6. What are their most common objections to your products or services?
7. What is their demographic information?
(Age, Income Range, Education Level)
8. What experience are they looking for when seeking out products or
services like yours?
9. What does a day in their life look like?
10.Where do they go for information?
I.T. Director Ivan
36. Example:
Practice Administrator Pam
Practice Administrator Pam
Roles Pam is responsible for the overall profitability for the medical
practice. She's a wife and mother who juggle in her career and
personal life.
Goals Keep the physicians happy, patients happy, practice profitable and
compliant
Challenges Healthcare is in a state of flux with compliance, Obamacare, IDC
10 approaching and things coming at her from all angles of the
business.
Age 40-55
Education Ranges - younger PAM has a college degree - older PAM has
learned by doing
44. HandoffToSales
• Marketing Qualified Lead
• Handoff to sales once the
prospect meets a minimum
lead score
• Examples:
• Moved through Awareness,
Consideration, and Decision
Stages
• Read 5+ Blog Posts
45. HandoffToSales
• Passed as Lead to CRM
• Rep gets full visibility into
the Buyer’s Journey
• Web Pages Visited
• Emails Opened
• Offers Downloaded
• Social Media Clicks
47. Digital Sales/Marketing Plan
1. Helpful Web Presence
1. Website with a Blog
2. Company Social Media
3. Search Engine Optimized
4. Mobile-Responsive
48. Digital Sales/Marketing Plan
1. A Helpful Web Presence
2. Digital Prospecting
1. Completed LinkedIn Profiles
2. Mining for Connections
3. Regular Updates
49. Digital Sales/Marketing Plan
3. Inbound Marketing
1. A Helpful Web Presence
2. Digital Prospecting
1. Buyer Personas
2. Buyer’s Journey Offers for
Awareness, Consideration and
Decision
3. Marketing Automation System
Linked to CRM
50. Next Steps
Digital Sales and Marketing
Transition Plan
Darrell Amy
damy@dealermarketing.net
02 8310 4841 x.101
Editor's Notes
More from the IDC Study:
Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers.
Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.
Dig in – who are your second degree connections – who can you connect with – like minded folks who are valuable.
After the break, I’ll show you some strategies to get you connected with every decision maker and influencer in your territory.
Engage with prospects
Reply to questions posed
DO NOT SELL – be useful to them
At the end of a blog post or on the sidebar of your webpage, give them an action. You have to create the path for them to follow.
Once they hit that submit button, they should be redirected here. You have to thank them and give them a place to download that offer.