Sales Enablement Marketing


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Whether your B2B sales organization has too many leads or not enough, qualifying your needs requires tight integration of every piece of communications lined up to each stage of the traditional sales funnel. An integrated marketing expert, Marc Lefton has worked with Bloomberg, DirecTV for Business, L'Oreal Professional, InfiniGraph, Me-Ality and many other B2B organizations to perfect their sales communications.

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Sales Enablement Marketing

  1. 1. SALES ENABLEMENT MARKETING Sunday, August 25, 13
  2. 2. B2B marketers often come to a marketing person with a list of tactical needs. “We need a brochure for our sales team.” Item by item, they tick off each deliverable. The problem sales teams often have though is that their materials don’t tell their story in the right logical progression. Additionally, organizations focused on a traditional sales funnel do not line up their communications efforts to the right stage of the funnel. I focus on blending creativity and big data insights in integrated marketing. I’ve created a system for what I call “Sales enablement marketing.” Whether you have too many leads and not enough time to follow up, or are just not getting the volume of qualified customers you need, I can custom-taylor a system that will work for your organization. OBJECTIVE Sunday, August 25, 13
  3. 3. What is the single most important piece of information you want your prospect to know about you? Often organizations are hampered by a confusing array of features and products targeting multiple industries and job titles. I help make sense of each offering and who the target market is. From there, I deliver a plan to build a Sales Enablement Marketing campaign that takes a prospect through each stage of the sales funnel, building your story and their interest to the point where you’re certain they’re a qualified lead. CONCEPT PLATFORM Sunday, August 25, 13
  4. 4. I help you create an integrated strategy where each communications piece lines up to a stage in the traditional sals and marketing funnels. Each piece has a goal of leading the prospect to tell you they are interested, saving your sales team valuable time avoiding wild goose chases. SALES ENABLEMENT Sunday, August 25, 13
  5. 5. Facebook ads offer a low-cost way to zero in on our target market in each vertical. Targeting is done by: • Interests • Job title • Location FACEBOOK ADS LEAD GENERATION DRIVES TO: • LANDING PAGES • FACEBOOK TAB • SLIDESHARE • VIDEO CONTENT • PROMOTING FACEBOOK PAGE POSTS • CONTESTS • WEBINARS Sunday, August 25, 13
  6. 6. While more expensive than Facebook, LinkedIn offers more precise targeting at the executive level. We can target higher level executives at major chains with offers for them to send their franchisees. LinkedIn allows for “lead collection” where the lead can opt to be contacted via a single button. Video ads, unlike Facebook are also available on the site as an ad unit. We can also, for free, post our relevant content to LinkedIn groups our targets join. LINKEDIN ADS LEAD GENERATION DRIVES TO: • LANDING PAGES • CONTENT MARKETING • SLIDESHARE • VIDEO CONTENT • PROMOTING FACEBOOK PAGE POSTS • CONTESTS • WEBINARS Sunday, August 25, 13
  7. 7. Create niche blogs for each vertical focused on generating long-tail SEO content offering your insights and leadership. We’ll target keywords business your prospects are searching for. Content can be delivered to social media and promoted with paid advertising. CONTENT MARKETING LEAD GENERATION DRIVES TO: • LANDING PAGES • SLIDESHARE • VIDEO CONTENT • WEBINARS • CONTESTS • REMARKETING • FACEBOOK PAGE CONTENT • SOCIAL MEDIA Sunday, August 25, 13
  8. 8. Landing pages are a vital part of the sales funnel. This is the make it or break it moment where your prospect, having learned a bit about your offering decides to enter their email for more information. We help you develop compelling reasons for them to do this - such as videos, SlideShares, white papers, and webinars. LANDING PAGES LEAD QUALIFICATION DRIVES TO: • EMAIL MARKETING CAMPAIGNS • CALL FOR QUOTE • SLIDESHARE • VIDEO CONTENT • WEBINARS • CONTESTS • REMARKETING • SOCIAL MEDIA Sunday, August 25, 13
  9. 9. Webinars offer a narrowly targeted, interactive and highly measurable way to present the product benefits to a customer and close a deal. Leads are far more likely to part with their name and email in exchange for a free high-value, hands-on approach. WEBINARS CLOSURE DRIVES TO: • EMAIL MARKETING CAMPAIGNS • CONTESTS • REMARKETING • SOCIAL MEDIA • TELEMARKETING Sunday, August 25, 13
  10. 10. Remarketing is a powerful way to stay engaged with your target audience. Presenting them with highly relevant ads and offers across the Web -- and making sure your brand is top of mind when they’re ready to buy –- can radically improve ROI. Achieve even higher conversions by combining other targeting methods, such as interest categories, demographics, or keyword campaigns. We can embed an RSS feed of our recent content, include videos and messaging about webinars, white papers and slide shares. REMARKETING PORTFOLIO MANAGEMENT DRIVES TO: • TRENDING CONTENT • DIRECTV DIGITAL SALES ASSETS • WEBINARS • SLIDESHARE • WHITE PAPERS • CONTESTS • VIDEO Sunday, August 25, 13
  11. 11. Content Curation gives you the opportunity to take a leadership role in each industry it serves by curating relevant informative content to its potential customers via its social channels. Our content curation can be embedded in remarketing ads, with the links to the content featuring a banner ad above it “Presented by Your Brand.” CONTENT CURATION PORTFOLIO MANAGEMENT DRIVES TO: • CALL FOR QUOTE • SLIDESHARE • VIDEO CONTENT • WEBINARS • CONTESTS • REMARKETING • SOCIAL MEDIA Sunday, August 25, 13
  12. 12. Combining captured email from specific initiatives combined with remarketing cookies will allow us to harness data to make informed decisions about which existing or new email marketing initiatives our target will be most responsive to. EMAIL MARKETING PORTFOLIO MANAGEMENT DRIVES TO: • WEBINARS • DIRECT MAIL • REMARKETING Sunday, August 25, 13
  13. 13. OVERVIEW OF TACTICAL INTEGRATION Sunday, August 25, 13
  15. 15. WE MINE BIG DATA TO FIND THE OPTIMAL POST TIMES + FREQUENCY TypeType Mon Tues Wed Thurs Fri Sat Sun Status optional 10 optional optional 20 15 trending posts Status optional 25 optional optional 40 30 trending posts Link optional optional optional 12 optional trending posts trending posts Link optional optional optional 20 optional trending posts trending posts Photo 7 14 repost 14 trending posts Photo 15 20 repost 20 trending posts Video 8 repost repost trending 6 Video 8 repost repost trending 6 Sunday, August 25, 13
  16. 16. WE CROSS REFERENCE THE INTERESTS OF YOUR FANS TO FIND UNEXPECTED TARGETING OPPORTUNITIES These interests can be directly targeted via Facebook ad buys.... Sunday, August 25, 13
  18. 18. 27 W 20TH ST, 9TH FLOOR, NYC 10011 t 646 230 8013 f 646 230 8011 w Catch 24 Advertising and Design is a full-service marketing communications company. We develop strategic, integrated marketing programs, implement and manage them across all media. All contents of this presentation are property of Catch 24 Advertising & Design. Any replication of content without express consent from Catch 24 is subject to penalty. FOR MORE INFORMATION MARC LEFTON THANK YOU Sunday, August 25, 13
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