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  • 1. Road to RevenueBuying and Selling in 2012Steven WoodsSept 25th, 2012
  • 2. Buying: Simplified
  • 3. Status Quo
  • 4. Interest is Piqued
  • 5. The Ask I want more web analytics magic
  • 6. Research
  • 7. Social Influencers
  • 8. Solution Options
  • 9. Web Presence
  • 10. Visualization
  • 11. Mobile Options
  • 12. Whitepapers
  • 13. Social Community
  • 14. Implementation Questions Will it integrate?
  • 15. Technical Research
  • 16. Social Media Questions Can I integrate everything?
  • 17. Social Engagement
  • 18. Blog Content
  • 19. Webinars
  • 20. Team Consensus It’s good
  • 21. Purchase Attempt Can we buy it?
  • 22. Decision Making
  • 23. An optimally timed sales call We’re here for you
  • 24. Finance Looks worthwhile
  • 25. Undiscovered Stakeholders Gonna take your RSS budget
  • 26. Objection Hunting
  • 27. Support Portals
  • 28. Consensus Again We want Webtrends
  • 29. The Purchase Let’s get started
  • 30. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  • 31. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  • 32. Changing World of Sales Product “Hope is not a Price “SPIN Strategy” – Rick Selling” – Page Personality Neil Rachman 32
  • 33. Time with Sales is Decreasing 78% of business decision makers reporting a decrease in time with sales repsABM’s Digital Transformation study
  • 34. Buyer Honesty is Low Buyers Do Not Tell The Truth on Web Forms
  • 35. Online: Bob The Buyer’s Journey Bob the Buyer Vendor comparison Website: Data Inquiry: Community Whitepaper visualization Site: download Extensions Deep Dive: Product Search “Champion” Pages “vendor behaviorcomparison” (content forwarding) Social: Resolving objections
  • 36. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  • 37. Economic Filters on Information
  • 38. Filters and Mass Availability
  • 39. But Something Went Wrong
  • 40. Economic Filters to Social Filters
  • 41. How do Buyers discover information Passive: I happened to be ___ Influenced: and I noticed… I trust ____ and he/she says… Discovery… Active: I was looking for ___, and I found…
  • 42. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  • 43. Complicated? Why?
  • 44. vs.
  • 45. Buying and the Funnel
  • 46. Understand Buying – Drive Revenue Value Return Reach Velocity Conversion
  • 47. Buying: Selling:It’s online Understand DBLIt’s about the buyer Be discoverable Analyze buyingIt’s complicated Build a Revenue Engine
  • 48. So what do we do?5 short stories
  • 49. Understand Buying – Drive Revenue Reach
  • 50. Reach: Content is King‣ Penton/Leeson - Permanent magnet motor - Higher torque at lower speeds‣ Technical/Engineering buyer - Awareness Content Description Type Phase Understanding AC induction, permanent magnet eBook Awareness - Discovery and servo motor technologies: OPERATION, CAPABILITIES AND CAVEATS - Comparison Understanding Permanent Magnet Motor Webinar recording Awareness Technology Webinar‣ Results Sizing and Selecting Permanent AC Motors White paper Awareness Permanent Magnet Motors Rewrite of Jan 19th Discovery - 20k contacts Save Energy, Increase Efficiency article Understanding Permanent Magnet Motor Web seminar Discovery - 7400 actions Technology Executive Summary - 1100 leads Platinum e Product Sheet Basic Training Manual Product Sheet Training Manual Comparison Comparison Download a Permanent Magnet Motor CAD Model Offer
  • 51. Understand Buying – Drive Revenue Value Reach
  • 52. Value: Connect to Buyers’ Interests‣ STEMCELL - Specialty Biotech - 1500 products targeted at scientists‣ Advanced T-cell products - Specialized buyer‣ Activity-guided nurturing - 6 “trunk” emails - 4 “interest” paths (2-4 emails)‣ Only 2.4% of leads but 8% of revenue opportunities
  • 53. Understand Buying – Drive Revenue Value Reach Conversion
  • 54. Conversion: Think Beyond the Email‣ Infoblox - Network management and automation‣ Influencer-based Campaign - Book as content asset - Follow on Twitter as action - Daily draw based on Klout‣ Double goal - Event signup - IPv6 Thought leadership‣ 2M in opps, 10% of attendees
  • 55. Understand Buying – Drive Revenue Value Reach Velocity Conversion
  • 56. Velocity: Align Marketing with Sales Efforts‣ McAfee: Leader in security systems‣ Modular scoring - Base of Fit & Engagements - Boost for product or industry focus in sales‣ Results - Continual communication with sales - 75% reduction in time from lead to MQL - 16,000 hot leads created
  • 57. Understand Buying – Drive Revenue Value Return Reach Velocity Conversion
  • 58. Return: Not all Metrics Go Up‣ Platts: Leader in Energy publishing‣ Analyzed entire revenue flow - from contact to close - Bottleneck found in marketing-sales handoff‣ 64% reduction in lead flow - Increase lead accept from 30->70% - Marketing sourced business jumped from 22 -> 28%
  • 59. Thank You

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