Digital marketing and sales growth - what is the connection
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What is the connection between digital marketing and sales growth? How do today's b2b buyers use the Internet and why is this crucially important for salespeople? Presentation given at Cleantech Finland's member event on 24 September 2014.
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Digital marketing and sales growth - what is the connection
- 1. DIGITAL MARKETING AND SALES GROWTH - WHAT’S THE CONNECTION? Cleantech Finland member event 24 Sep 2014 Kaisa Hernberg
- 2. WHO’S TALKING? Kaisa Hernberg (@kaisamirjam) B2b sales, marketing, business development since 1998 –Edinburgh, Helsinki –Target markets include Nordics, Baltics, UK, China, Russia, India, Brazil –Owner, CEO, Frank Communications 2005 - 2012 –Consulted dozens of b2b professional organizations –Board memberships in several organizations since 2005
- 3. ASIANTUNTIJA EPÄMUKAVUUSALUEELLA •Talentum 2013 •For professionals and their supervisors •Busts persistent myths about selling •Guides professionals in handling workplace situations with a positive sales attittude •Tips for supervisors on how to manage professionals who have a negative attitude to selling
- 4. WHAT DO THEY HAVE IN COMMON?
- 5. THIS IS YOU – AND EVERYONE ELSE – ONLINE
- 6. ATTENTION SPAN OF A HUMMINGBIRD 1. Images 2. Headlines 3. Fact boxes and other elements 4. Body text – IF their interest is aroused The average web surfer… Looks at… Stays on one page for less than a minute Reads bits and bobs here and there
- 7. THIS IS YOUR CLIENT
- 8. TODAY’S B2B BUYER Initiates purchase process, because a need has been identified inside the organisation Actively seeks information, particularly online Wants to meet salespeople only, when 2/3 of purchase process is done Trusts and relies on external experts, especially with large purchases
- 9. THIS IS WHAT YOU NEED TO FORGET ”Solution selling is dead” Harvard Business Review , July 2012
- 10. TODAY’S SALES PARADIGM You need to convince customers online •…before you have a chance to talk to them You need to provide interesting content online •…to build a credible expert image You need to do this in less than a minute
- 12. KIITOS. TACK. THANK YOU. 谢谢. www.cleantechfinland.com