Eight Keys to SaaS Demand Generation Success

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Eight Keys to SaaS Demand Generation Success

  1. 1. Eight Keys to SaaS Demand Generation Success Matt Heinz & Dave Chase February 17, 2010
  2. 2. Things to know <ul><li>Matt Heinz </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Dave Chase </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Send questions via GoToWebinar console </li></ul><ul><li>Recording available afterward </li></ul><ul><li>Demand generation audit details </li></ul>
  3. 3. Where these came from <ul><li>Real-life success stories (and mistakes) </li></ul><ul><li>Multiple industries (healthcare, IT, cleantech, legal services, real estate, etc.) </li></ul><ul><li>Economies good and bad </li></ul><ul><li>Consumer and B2B </li></ul><ul><li>These practices are universal </li></ul>
  4. 4. Table Stakes (“The Basics”) <ul><li>Bias for action </li></ul><ul><li>Test & measure </li></ul><ul><li>Culture of failure </li></ul><ul><li>Build for the future </li></ul>
  5. 5. #1: Clear definitions of qualified prospects <ul><li>HOT Opportunity Attributes for use in sales qualification </li></ul><ul><li>Highly qualified </li></ul><ul><li>Open GL rendering is acceptable </li></ul><ul><li>Differentiation is critical </li></ul><ul><li>Controlled lighting presentation </li></ul><ul><li>High-end builder </li></ul><ul><li>Portability requirement </li></ul><ul><li>Moderately qualified </li></ul><ul><li>Requires WOW factor </li></ul><ul><li>Maya rendering quality or less required </li></ul><ul><li>Multi-tile requirement </li></ul><ul><li>Poor Alignment </li></ul><ul><li>Requires V-ray quality rendering </li></ul><ul><li>Needs < 3 day turnaround </li></ul><ul><li>Not willing to pay at least $3k/rendering </li></ul><ul><li>Low-end builder </li></ul>
  6. 6. #2: Map value proposition to benefits/needs <ul><li>“Why” vs. “How/What” </li></ul><ul><li>Your story vs. their story </li></ul><ul><li>Messaging examples: </li></ul><ul><ul><li>“I” vs. “You” </li></ul></ul><ul><ul><li>Cause vs. Effect </li></ul></ul><ul><ul><li>Present vs. Future </li></ul></ul><ul><ul><li>Process vs. End-Result </li></ul></ul>
  7. 7. #3: Develop a multi-stage, customer-centric engagement process Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Nurture Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn, Vertical Communities Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  8. 8. #4: Ensure consistent CRM usage across sales & marketing <ul><li>Everyone using the same reports </li></ul><ul><li>Common lead definitions </li></ul><ul><li>Response time SLA </li></ul><ul><li>Clear lead & opportunity stages </li></ul><ul><li>Focus on revenue metrics </li></ul>
  9. 9. #5: Ongoing customer research & insight <ul><li>Customer Lifecycle Model </li></ul>+ Value of Customer Insight Increases throughout Lifecycle + + +
  10. 10. #6: Ongoing dialogue, feedback between sales & marketing <ul><li>Meeting rhythm </li></ul><ul><li>Proximity </li></ul><ul><li>Building trust </li></ul><ul><li>Common goals, rewards </li></ul>
  11. 11. #7: Leverage your existing customers <ul><li>Referrals, evangelists & promoters </li></ul><ul><li>How and where to publish </li></ul><ul><li>Managing usage </li></ul>
  12. 12. #8: Realizing the full value of your people <ul><li>Hunter vs. Farmer skills reflected in Job Descriptions </li></ul><ul><li>Onboarding Training </li></ul><ul><li>Synchronized Sales & Marketing Metrics </li></ul><ul><li>Ongoing training and workshops (see sample) </li></ul>
  13. 13. #8: Sample Training/Workshop Schedule <ul><li>Module 1: Company Overview, Values, Team, Goals </li></ul><ul><li>Module 2: Company Presentation </li></ul><ul><li>Module 3: Industry, Market, Ecosystem </li></ul><ul><li>Module 4: “Why Us - Why Now?” </li></ul><ul><li>Module 5: Marketing 101 (Website, Brand Strategy…) </li></ul><ul><li>Module 6: Marketing 201 (Tools, Collateral…) </li></ul><ul><li>Module 7: Partner Training </li></ul><ul><li>Module 8: Customer Segment Training </li></ul><ul><li>Module 9: CRM training </li></ul><ul><li>Module 10: Lifetime Value Customers </li></ul><ul><li>Module 11: Sales Process: Leads to LTV customers </li></ul><ul><li>Module 12: Making those first calls </li></ul><ul><li>Module 13: Sales Role Playing  </li></ul><ul><li>Module 14: On-boarding our solutions </li></ul><ul><li>Module 15: Partner & 3rd Party Integration Overview </li></ul><ul><li>Module 16: Acct Mgr Presentation  </li></ul><ul><li>Module 17: CRM training Part  2 </li></ul><ul><li>Module 18: Sales Process Review </li></ul>Tight Sales & Marketing Integration throughout
  14. 14. Demand Generation Audit
  15. 15. Questions
  16. 16. Next Steps <ul><li>Additional Questions </li></ul><ul><ul><li>Matt: [email_address] </li></ul></ul><ul><ul><li>Dave: [email_address] </li></ul></ul><ul><li>Recording & Notes </li></ul><ul><ul><li>Via @HeinzMarketing </li></ul></ul><ul><li>Demand Generation Audit </li></ul><ul><ul><li>Outline will be emailed to all attendees </li></ul></ul><ul><ul><li>Email with any questions </li></ul></ul>

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