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Revenue Acceleration and Increasing Business Opportunity - Enterasys Presentation

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  • 1. Accelerating Revenue & Increasing Business Opportunities Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  • 2. Housekeeping • Copy of this deck • Offers for you – 10 minute brainstorm – Successful Selling – The Modern Marketer’s Field Guide • Give me a business card noting what you want… – It’s that simple…
  • 3. Last Slide First 1. Understand your customer, product & objective before planning (let alone executing) 2. Find & engage prospects “upstream” before they are active buyers 3. Use the resources you already before spending money 4. Fire lots of bullets 5. Publish your own source(s) of value-added content to attract new prospects to you 6. Sales & marketing is too important to leave to salespeople and marketers
  • 4. Four steps to a better plan 1. Do the math (quantify what success looks like) 2. Create a clear customer profile 3. Map the sales and buying process 4. Plan to fire lots of bullets
  • 5. Every initiative is filtered through: • Customers • Products • Objectives
  • 6. Prospect Engagement Funnel Customer Targets (based on persona profiles) Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Next Step Accelerator Ideas 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 New Opportunity Alerts 1:1 with Existing Customer In-Market Events Referral & Tell-a-Friend Offers Network / Community Invites
  • 7. Calculating what you need Assumptions Meaghan ASP Jennifer ASP John ASP Opp/Close % $ $ $ Lead/Opp % 65,000 75,000 80,000 25.0% 5.0% Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Meaghan Sales # Jennifer Sales # John Sales # Total Sales # Meaghan Sales $ Jennifer Sales $ John Sales $ Total Sales $ 0 $ $ $ $ - Meaghan Pipeline # Jennifer Pipeline # John Pipeline # Total Pipeline # Meaghan Pipeline $ Jennifer Pipeline $ John Pipeline $ Total Pipeline $ Meaghan Leads Jennifer Leads John Leads Total Leads Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 TOTALS 1 1 0 $ $ $ $ - 0 0 0 0 $ $ $ $ - $ $ $ $ - 0 0 0 0 $ $ $ $ 0 0 0 0 0 - $ $ $ $ - 0 0 0 0 $ $ $ $ 0 0 0 0 0 - - 0 0 0 0 $ $ $ $ 0 0 0 0 $ $ $ $ 0 0 0 0 2 2 2 2 2 2 1 2 12 13 2 6 2 6 3 7 3 7 2 6 2 5 15 40 $ 65,000 $ 75,000 $ 75,000 $ 215,000 0 0 0 0 $ $ $ $ 2 2 1 3 0 2 2 - 130,000 150,000 150,000 430,000 4 4 4 12 $ $ $ $ 0 0 0 0 $ $ $ $ 260,000 300,000 300,000 860,000 80 80 80 240 $ $ $ $ 130,000 150,000 150,000 430,000 8 8 8 24 $ 520,000 $ 600,000 $ 600,000 $1,720,000 160 160 160 480 $ $ $ $ 130,000 150,000 225,000 505,000 8 8 8 24 $ 520,000 $ 600,000 $ 600,000 $1,720,000 160 160 160 480 $ $ $ $ 130,000 150,000 225,000 505,000 8 8 12 28 $ 520,000 $ 600,000 $ 900,000 $2,020,000 160 160 240 560 $ $ $ $ 130,000 150,000 150,000 430,000 8 8 12 28 $ 520,000 $ 600,000 $ 900,000 $2,020,000 160 160 240 560 $ 65,000 $ 150,000 $ 150,000 $ 365,000 8 8 8 24 $ 520,000 $ 600,000 $ 600,000 $1,720,000 160 160 160 480 $ 780,000 $ 975,000 $ 1,125,000 $ 2,880,000 4 8 8 20 $ 260,000 $ 600,000 $ 600,000 $1,460,000 80 160 160 400 3200
  • 8. Marketing plan in 5 questions 1. What/who are your targets? 2. What do they care about? What outcome are they seeking? 3. Where do you find them? 4. What or who influences them? 5. How do they want to engage and (eventually) buy?
  • 9. People & problems, not products
  • 10. Your customers
  • 11. What do customers care about?
  • 12. The buying progression Problem/ Pain Solution Objective/ Outcome
  • 13. 5 tips for better customer-centric sales 1. Use “you” instead of “I” 2. Treat the first sales call like an interview 3. Align yourself with existing customer priorities 4. Respect their time 5. Let your current customer sell for you
  • 14. Know and work the entire org chart
  • 15. Custom messages by role Audience Drivers Pain Points Value Propositions(bullet points) Key Messages Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO
  • 16. Three content questions • What do I want people to see, hear and/or learn? • What do I want people to think? • What do I want people to do?
  • 17. Three types of content 1.Proactive 2.Reactive 3.Participatory
  • 18. Planning content Week 1 Theme 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  • 19. Editorial calendar example Market Leader Q2 2010 Editorial Calendar Q2 May Week of May 3 Week of May 10 Spring Season Heats Up Corporate Theme Content Theme Company News (PR) Agent productivity tools - Creating a customerwhat's recommended, centric brokerage (blog) what's working (blog, AR) 12 ways to motivate, excite and retain your agents (blog) What productivity tools are your agents using? Any that have been adopted across the brokerage? How many conferences to do you attend each year? Which are your favorites and why? What are your best practices for motivating, exciting and retaining your agents? Leading RE free trial Industry Calendar Broker Ops (Bob) Training & Education Broker LinkedIn Group Questions Leadership (Ian) Agents & Teams (Scott) How to share best practices across your team (blog, AR) What does customercentric mean at your brokerage? What are your best practices around this? The best customer service Early listing season advice I ever received observations (blog) (blog) Team collaboration best practices (blog, AR) Leadership Commentary Market Leader Voices Five Ways to be a Market Leader (Video) Ian's Leadership Videos What is your brokerage doing with social media? Can you measure specific new business from these investments? Why listings matter even in a buyers market (blog) How has business been since the home-buyer credit expired? What new promotions have you instituted to replace it? What is your brokerage doing to encourage and facilitate teamwork and resource sharing? Combining resources across a team to increase marketing impact (blog, AR) Seller marketing tips from real estate veterans (blog, AR) How to increase your Twitter followers (blog, AR) Guest Posts: Broker Web site success stories (pull from Exit customers) 5 ways to improve your search results (Thad) Best practices for listing presentations (blog, AR) Why your Web domain is How to be immediately so important (and why it's responsive to your Web not) (blog, AR) leads (blog, AR) Guest Posts: Best customer service you ever gave or received 5 ways to build a business within a business (Ian) Five Characteristics of a Successful Real Estate Business 5 ways to instantly improve your customer service (Scott) How much training do you provide your agents? What topics do you focus on? Attracting & recruiting agents (blog) How to be more efficient when you don't always share the same workspace (blog, AR) Sales & Marketing Advice (anon) Five seller appeasement strategies that won't break the bank (blog, AR) Search & Web Tips (Thad) June Week of June 14 Week of June 21 Week of June 28 Are you growing your market share? Week of May 24 Week of May 31 Week of June New Vision for Real Estate Industry Bringing it all together to grow your business Gathering of Eagles 200th MLS Keynote Recap Mid-year NAR Top 10 reasons why brokers should care about social media (blog, AR) Fiji Release Week of May 17 TBD Building a CustomerCentric Brokerage TBD How to help local Using social media to buyers/sellers find your market your listings (blog, Web site (blog, AR) AR) Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader TBD Why Lead Management Matters (and why it's often ignored) TBD TBD Knowing when technology is important, and when it's not
  • 20. Five common content marketing mistakes 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in twoway communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content
  • 21. Repurposing
  • 22. How to create more content • • • • • Write more ideas down Keep a single, ongoing list of those ideas Ideas, then outlines, then drafts Write ahead of time Use guest contributors
  • 23. 10 sources of content inspiration 1. Customer questions 2. Stuff you read 3. People you disagree with 4. Your customer-facing teams 5. Trade press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb
  • 24. Social media for sales • • • • Target individuals and keywords Watch for early-stage buying signals Participate as a peer Teach sales & customer service reps to interact directly • Use tools to manage, assign, etc.
  • 25. Top sales reps – social tips 1. Get new introductions from existing network 2. Get new introductions from others in their organization 3. Watch for buying signals across the social Web 4. Build deeper, early relationships with new prospects 5. Directly share information, become an expert, generate a following
  • 26. Finding more sales on Twitter • • • • • Follow your prospects Follow your partners Curate customer-centric content Listen for buying signals Watch and use hashtags
  • 27. Finding more sales on LinkedIn • • • • • • • Read the Daily Digest…daily Join and participate in groups Keep your profile up to date Ask and answer questions Give recommendations Ask for specific referrals and introductions Use the new LinkedIn Contacts
  • 28. Top Social Selling Tools
  • 29. Daily Do Lists • Objective: Engage with social selling best practices daily • Cost: Free • How It Works: – Schedule a daily meeting with yourself at 7:30 am (or whenever you start your work day) – Work through the list @heinzmarketing
  • 30. Matt’s Daily Do List 1. 2. 3. 4. 5. 6. 7. 8. Schedule (yesterday & today) Touch Base (birthdays, Likes) Thank you notes Endorsements (skills, Kred, Klout, Connect.me, MeritShare) Socedo & Tweepi Network (Twitter adds, G+ Circles) Engage (Comments, LinkedIn Groups) @heinzmarketing Prospecting
  • 31. Keys to effective pipeline execution • • • • Use a lead management system Clearly define lead & opportunity stages Focus on great content Make it easy for prospects to self-select and move forward
  • 32. Leads & Opportunities
  • 33. Lead scoring & next steps Score A1 A2 A3 A4 B1 B2 B3 Description PERFECT FIT: BANT criteria and Behavior aligned for immediate need with larger opportunity. Strong Fit: possible smaller or longer term opportunity within a school district or school. Good Fit: BANT and strong interest indicated. School-based opportunity. Potential Fit: Some key BANT criteria not yet determined. Potential Fit: School district opportunity but more BANT definition required. Potential Fit: School or classroom opportunity. More BANT definition required Potential Fit: Longer term prospecting opportunity. May take longer to evaluate the solution and secure budget approval. Follow Up Action Immediate Follow Up within 4 hours of reaching Sales Queue. Promote Dreambox Trial Immediate follow up within 4 hours of reaching Sales Queue. Promote Dreambox Trial or Demo Immediate follow up within 8 hours of reaching Sales Queue. Introduce demo if a Project and Timeframe are being defined. Follow Up within 24 hours of reaching Sales Queue. Qualify further for BANT details. Provide white paper or webcast resources. Follow Up within 24 hours of reaching the Sales Queue. Qualify further for BANT details. Provide white paper or webcast resources. Follow Up within 48 hours of reaching the Sales Queue. Attempt further qualification. Potential move back to Marketing Nurture. Follow Up within 48 hours of reaching the Sales Queue. Attempt further qualification and provide informative resources. Potential move into Nurture
  • 34. Management essentials • • • • • • Roles & responsibilities Triage Scorecards Meeting rhythm Transparency and trust Track to the close
  • 35. Managing referral sources
  • 36. Six reasons why your sales (might) suck 1. 2. 3. 4. 5. Are you selling to the right buyer? Are you selling benefits or features? Do you sound desperate? Do your sales & marketing teams agree? Do your customers want what you’re selling? 6. What are they saying behind your back?
  • 37. When prospects go dark… 1. 2. 3. 4. 5. 6. Try a different channel Try a different contact Share something unrelated Try a different angle Engage their influencers Move on
  • 38. Last Slide Last 1. Understand your customer, product & objective before planning (let alone executing) 2. Find & engage prospects “upstream” before they are active buyers 3. Use the resources you already before spending money 4. Fire lots of bullets 5. Publish your own source(s) of value-added content to attract new prospects to you 6. Sales & marketing is too important to leave to salespeople and marketers
  • 39. Don’t forget… matt@heinzmarketing.com
  • 40. Questions?