• Share
  • Email
  • Embed
  • Like
  • Private Content
Eight Keys to SaaS Demand Generation Success
 

Eight Keys to SaaS Demand Generation Success

on

  • 1,167 views

Webinar presentation on best practices for buil

Webinar presentation on best practices for buil

Statistics

Views

Total Views
1,167
Views on SlideShare
985
Embed Views
182

Actions

Likes
0
Downloads
10
Comments
0

2 Embeds 182

http://www.heinzmarketing.com 181
http://news.google.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Eight Keys to SaaS Demand Generation Success Eight Keys to SaaS Demand Generation Success Presentation Transcript

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