STEPSTHATYOUCANTAKETOENSUREYOURCOMPANY’SNOTONTHE‘OUTSIDELOOKINGIN’THECHANGINGSTATEOFINDUSTRIALSALESANDMARKETINGDECISIONCRI...
CONTENTSTABLEOF1.THECHANGINGSELLINGPROCESS2.MANUFACTURESANDTHEIRDISTRIBUTORS3.YOUANDYOURWEBTRAFFIC4.CRITICALPOINTININDUSTR...
SELLINGPROCESSTHECHANGINGCHAPTER1
CustomersarechoosingtodelaycommercialconversationwithsuppliersN=1500Source:CEBMLCCustomerPurchaseResearchSurvey2011Purchas...
Onceuponatimeitwasasalesmanthatdrovethesale… Theydispensedproductinformation,educatedthecustomerandultimatelyclosedthesale...
HOWISITPOSSIBLEYOUASK,THATTHEPROSPECTIS60%OFTHEWAYTOMAKINGUPTHEIRMINDBEFORETHEYCONTACTASALESPERSON?HOWCANTHISPOSSIBLYBEHAP...
Studiesindicatethatequipmentpurchasersdonolessthan3to5hoursofonlineresearchand‘doingtheirhomework’priortomakingapurchasing...
Theirspecificneeds,thepotentialsolutionsavailableandthequalifiedcompaniesthatcanprovidethemasolution.Theyareseekinganswersto...
CHAPTER2DISTRIBUTORSANDTHEIRMANUFACTURERS
Fordecadesmanufacturershavehopedtheirdistributorsandtheirdistributor/repnetworkswouldspendmoretimesellingtheirproducts.The...
Nolongerdoestheprospecthavetocontactsalestolearnmore,nolongerdoestheprospecthavetowaitforasalesperson(insideorout)togetbac...
Gettingcomfortablewiththisnewbuyingprocess(versusthesellingprocess)musthappenquickly.Inmanycasesthetrad-itionalsalescycle/...
Theonlinemarketplacehasreplacedthetraditionalmanufacturertodistributortoend-userbusinessandsalesmodel.Manymanufacturersare...
WEBTRAFFICYOUANDYOURCHAPTER3
Doyouhaveanyideahowmanypotentialcustomersarelookingtopurchaseorlearnmoreabouttheproductsandservicesthatyourcompanyprovides...
Willyourcompanybefoundwhenyourproductsandservicesaresearchedfor?Isyourcompanyswebsiteequippedtoattractenoughpotentialcusto...
USEREXPERIENCEThelook,feelandintuitivenessofyourwebsitehaveneverplayedalargerroleinkeepingvisitorsengagedandinterestedinyo...
INDUSTRIALMARKETINGinCRITICALPOINTCHAPTER4
Companyprincipalsfindthemselvesinapositionthatinsomecasesiscriticaltotheircompanysfuture,aspotwhereorganizationsarecompetin...
Progressivecompaniesthatunderstandthechangesthatarewellunderwayinthenewmarketplacearetakingactionandleveragingthedigitalop...
Themaingoalofbusinessesistocompete,sellmoreandgrowtheorganization…Gettingaheadandstayingaheadofyourcompetitionisattherooto...
NEEDTODOWHATYOUCHAPTER5
KeywordResearch,IdentificationandOptimization/AnalysisMetaTags/RobotTextOptimizationNavigation,LinkandImageTagOptimizationT...
Doesyourcompany’swebsitesaytherightthingsaboutyourorganization?Doesitcontainrelevantandimportantcontentthatusersarelooking...
OnlineMarketingLeadGenerationandProspectContactCaptureCampaignsE-BookCreationandLeadGenerationDistributionProgramseCRMInte...
Display/retargetingadvertisingcampaignsSearch-orientedbanneradprogramsCampaignconcept,designandexecutionBidmonitoring,budg...
ContenteditorialstrategyconceptthroughproductionE-bookconcept,copywritingandproductionContentcreation,productionandexecuti...
YoureCRMSystemLoyaltyProgramsReportingontheCustomerExperienceMarketing&CustomerInsightCustomerCommunicationsCustomerSalesS...
CompetitororganickeywordidentifyandanalyzeCompetitorpay-per-clickkeywordidentifyandanalyzeCompetitorbanneradvertisingcampa...
800-969-7033DigitalMarketingSolutionsforProgressiveThinkingIndustrialandManufacturingCompanies!CONTACTUS30
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Critical decision

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Critical decision

  1. 1. STEPSTHATYOUCANTAKETOENSUREYOURCOMPANY’SNOTONTHE‘OUTSIDELOOKINGIN’THECHANGINGSTATEOFINDUSTRIALSALESANDMARKETINGDECISIONCRITICAL
  2. 2. CONTENTSTABLEOF1.THECHANGINGSELLINGPROCESS2.MANUFACTURESANDTHEIRDISTRIBUTORS3.YOUANDYOURWEBTRAFFIC4.CRITICALPOINTININDUSTRIALMARKETING5.WHATYOUNEEDTODO!CHAPTERS
  3. 3. SELLINGPROCESSTHECHANGINGCHAPTER1
  4. 4. CustomersarechoosingtodelaycommercialconversationwithsuppliersN=1500Source:CEBMLCCustomerPurchaseResearchSurvey2011PurchaseCustomersFirstSeriousEngagementwithSalesCustomersDueDiligenceBegins57%CompleteCustomerAverageDegreeofProgressThroughthePurchaseProcessBeforeEngagingSalesPostSaleCloseProposalOpportunityQualificationOpportunityIdentificationwww.industrialshift.comShareThisEbook!Traditionallong-termrelationshipsellingisbeingreplacedbyadifferentprocess,gonearethedaysofhavingasalesteamgooutandmakecallsattemptingtogeneratedemandandsellsomething.Thatprocesshassometimesbeenreferredtoas‘sellingbyuseofabluntinstrument’… Hittingbyuseofabluntinstrument’… Hittingprospectsovertheheadwithsalesmessagesandcallsuntilyougettheirattentionandtheyagreetobuy.isSELLINGPROCESSLONG-TAILTHE4
  5. 5. Onceuponatimeitwasasalesmanthatdrovethesale… Theydispensedproductinformation,educatedthecustomerandultimatelyclosedthesale…HoweverIntodaysworld,thebuyerisnearly60%throughthesalescyclebeforetheyevencontactthesalesdepartmentofthecompaniescontactthesalesdepartmentofthecompaniestheyreevaluatingthattheywilleventuallybuyfrom.60%throughtheprocess?Thingssurehavechanged.ASHIFTWHERECUSTOMERSAREOVERHALFWAYTHROUGHTHESALESPROCESSBEFOREENGAGINGASALESREP...THESHIFTININDUSTRIALMARKETINGSALESPROCESSTHROUGHTHE60%5
  6. 6. HOWISITPOSSIBLEYOUASK,THATTHEPROSPECTIS60%OFTHEWAYTOMAKINGUPTHEIRMINDBEFORETHEYCONTACTASALESPERSON?HOWCANTHISPOSSIBLYBEHAPPENING?THAT?ACCOMPLISHINGHOW ARETHEY6
  7. 7. Studiesindicatethatequipmentpurchasersdonolessthan3to5hoursofonlineresearchand‘doingtheirhomework’priortomakingapurchasingdecision.THESENEWAGEPROSPECTSAREREADING,LISTENINGANDWATCHINGFREEDIGITALCONTENTTHAT’SAVAILABLEATTHECLICKOFTHEIRMOUSE...WATCHING...orLISTENINGREADING7
  8. 8. Theirspecificneeds,thepotentialsolutionsavailableandthequalifiedcompaniesthatcanprovidethemasolution.Theyareseekinganswerstotheproblemstheyfaceanywaytheycan… Areyouequippedtoconvincethemthatyoucanhelp?Thatyoucansolvetheirproblems?Thatyourcompanycansolvetheirproblems?Thatyourcompanyistheone?THESENEXTGENERATIONCUSTOMERSTHATWESPEAKOFAREENGAGINGPEERSINSOCIALMEDIATOLEARNMOREABOUT...BUYINGARENEW CUSTOMERSHOW THE8
  9. 9. CHAPTER2DISTRIBUTORSANDTHEIRMANUFACTURERS
  10. 10. Fordecadesmanufacturershavehopedtheirdistributorsandtheirdistributor/repnetworkswouldspendmoretimesellingtheirproducts.Theyputoncontests,createdincentiveprogramstocajolethemintosellingmoreandbasicallywoulddoanythingtoenticethemtosellmoreoftheirproducts.Butchangingaprocessthathasbeenaroundnearlyforeverisdifficult,ifnotimpossibletoaccomplish.However… nowtheprocesshaschangedonitsownandmanufact-However… nowtheprocesshaschangedonitsownandmanufact-urershavetorespondtothesechanges.Therulesaredifferentanddistributorscannotbereliedontomakeallthesalesthatacompanyneedstomeetandexceedtheirsalesobjectives.Endusersareplayingalargerroleindecidingwhotheybuyfrom,thedistributorsnolongerowntherelationshipstheyoncethoughttheydid… Nowmanufacturerscantakecontrolofthesalescyclelikeneverbefore.likeneverbefore.THINGSARECHANGING...DISTRIBUTORSANDTHEIRMANUFACTURERS10
  11. 11. Nolongerdoestheprospecthavetocontactsalestolearnmore,nolongerdoestheprospecthavetowaitforasalesperson(insideorout)togetbacktothemwithaprice… Timehaspassed,thingshavechanged…theroleofasalespersoncanbeverydifferentfromwhatitoncewas.THESOLESOURCEORGATEKEEPEROFPRODUCTANDSERVICEINFORMATION...SALESFORCE...NOLONGERISTHE11
  12. 12. Gettingcomfortablewiththisnewbuyingprocess(versusthesellingprocess)musthappenquickly.Inmanycasesthetrad-itionalsalescycle/processisprovingobsoleteandsalesdepartmentshavetotransitionfrombeingproductpusherstoinformationandinsightproviderswhotoinformationandinsightproviderswhoaddvaluetothebuyersbusiness.Individ-ualsdonotwanttobesoldsomething,theywanttohavetheabilitytomakeeducatedbuyingdecisionsbasedontheinformationandresearchtheyhaveun-covered.Areyoudoingwhatyoucantoensuretheychooseyou?Areyouaproductensuretheychooseyou?Areyouaproductpusheroraninsightprovider?Theanswertothisquestioniscriticaltoyoursuccess.GOFROM BEINGAPRODUCTPUSHERTOANINSIGHTPROVIDERVERSUSTHESALESPROCESSBUYERPROCESSTHE12
  13. 13. Theonlinemarketplacehasreplacedthetraditionalmanufacturertodistributortoend-userbusinessandsalesmodel.Manymanufacturersareseizingthecontroltheywantandsometimesdesperatelyneed.Nolongeraremanufacturerswaitingfortheirdistributorstocontroltheirsalescycle.distributorstocontroltheirsalescycle.WHYSOMEARETAKINGITBACK!CONTROLANDMANUFACTURERS13
  14. 14. WEBTRAFFICYOUANDYOURCHAPTER3
  15. 15. Doyouhaveanyideahowmanypotentialcustomersarelookingtopurchaseorlearnmoreabouttheproductsandservicesthatyourcompanyprovides?Doyouknowhowmanypermonthareinthebuyingorlearningmorepool?ThisisaveryimportantnumberforcompaniesThisisaveryimportantnumberforcompaniestoknow… Therearethousands,maybetensofthousands(orevenhundredsofthousands)ofpotentialcustomerslooking,learningmoreandpurchasingtheproductsandservicesyouselleachmonth…Doyouknowwhothesepeopleare?Areyougettingyourfairshareofattentionfromthem?gettingyourfairshareofattentionfromthem?TENSOFTHOUSANDSMAYBETHOUSANDS15
  16. 16. Willyourcompanybefoundwhenyourproductsandservicesaresearchedfor?Isyourcompanyswebsiteequippedtoattractenoughpotentialcustomersforyoutobecompetitiveormeetyoursalesgoals?Haveyoudonetheupfrontworknecessarytogiveyourwebsiteafightingchancetoproducenewbusinessopportunities?ItsGooglestoproducenewbusinessopportunities?ItsGooglesjobtoserve-uptherightcompanieswhensome-bodysearchesforaparticulartermorsearchstring.Googlethenserves-upsitesthatprovidetherightcontentandbackgroundinformationtosatisfythewebvisitorsneed.Doesyourcompanywebsiteputyouatthetopofthatlist?youatthetopofthatlist?ISYOURCOMPANYEQUIPPEDTOATTRACT?BEFOUND?COMPANYWILLYOUR16
  17. 17. USEREXPERIENCEThelook,feelandintuitivenessofyourwebsitehaveneverplayedalargerroleinkeepingvisitorsengagedandinterestedinyourcompany’sproductsandservices.Today’swebvisitorisseekinganswersandsolutionstotheproblemstheyface,theyarelookingatwebsitestolearnmoreandgainconfidencethatatwebsitestolearnmoreandgainconfidencethatyourorganizationcansolvetheirproblems.Userexperienceisthenewbranding.Haveyouhadyourwebpropertiesanalyzedfromauserexperienceprofessional?Iftheyfindyourcompanyandproductswhilesearching....Willtheybecompelledtoengageyou.Chooseyou?Orwilltheymoveon?BOUNCERATE...DOYOUKNOWWHATYOURSIS?WILLTHEYSTAY?IFTHEYFINDYOUAND17
  18. 18. INDUSTRIALMARKETINGinCRITICALPOINTCHAPTER4
  19. 19. Companyprincipalsfindthemselvesinapositionthatinsomecasesiscriticaltotheircompanysfuture,aspotwhereorganizationsarecompetingforthesamepieceofbusinesslikeneverbefore.Ascenarioexistswheresmallercompanieswhoareaggressivelymarketingcanusurptheirlargeronceuntouchablecompetitiononavailableprojectsandsalesopportunitiesinthemarketplace.andsalesopportunitiesinthemarketplace.Thedecisionsthatyourcompanymakesonhowtheywillmarket,towhomtheymarketto,andhowexactlytheyintendtoattractnewbusinesswillbecritical.Thedecisionthatyoumakewillimpactdramaticallywhereyourorganizationisheaded… Andwhereitwillbein18,36,60monthsout… andforsomecompanies,willtheybethereatall?willtheybethereatall?ORGANIZATIONSLARGEANDSMALLFINDTHEMSELVESATACRITICALPOINTREGARDINGTHEIRBUSINESSFUTURE...NOW!SOMECOMPANIESARETHERECRITICALPOINT...19
  20. 20. Progressivecompaniesthatunderstandthechangesthatarewellunderwayinthenewmarketplacearetakingactionandleveragingthedigitalopportunitiesthatarehelpingcompaniesgrow...dramatically.Attractingnewleads,nurturingsalesprospectsandsecuringnewcustomersdigitallyisthekeytogrowthnewcustomersdigitallyisthekeytogrowththroughincreasedrevenue.Thiscanbeagreatopportunityforsmall,smartandinsightfulcompanieswhoareresponsiveandmakethedecisiontomaximizetheseexcit-ingnewtechnologiesorthiscouldbecomeanightmarescenarioforcompanieswhoignorethisshiftandinsistondoingthingsthe’waythisshiftandinsistondoingthingsthe’waywe’vealwaysdonethem’.Whichoneofthesetwoexampleswilldescribeyourorganization?SMALLER,LESSCAPABLECOMPANIESNOWHAVETHEOPPORTUNITYTOOUTMARKETANDOUTSELLTHEIRONCEUNTOUCHABLELARGERCOMPETITORS...COMPANIES...LESSCAPABLESMALLER20
  21. 21. Themaingoalofbusinessesistocompete,sellmoreandgrowtheorganization…Gettingaheadandstayingaheadofyourcompetitionisattherootofthesecorebusinessobjectives.Out-marketing,out-communicatingandultimatelybeatingyourcompetitiontonewbusinessopportunitieshasneverbecomemoreattainable.Thedigitaltools,e-marketingstrategiesandexcitingnewwaystoattractbusinessopportunitiesarehereforthetaking…opportunitiesarehereforthetaking…Areyougoingtoout-marketyourcompetitors… orareyougoingtobetheonebeingout-marketed?COMPETITIONYOUROUTMARKETTHEULTIMATEGOAL:21
  22. 22. NEEDTODOWHATYOUCHAPTER5
  23. 23. KeywordResearch,IdentificationandOptimization/AnalysisMetaTags/RobotTextOptimizationNavigation,LinkandImageTagOptimizationThere’snomagic… Theon-goingidentificationandimplementationofkeywordsearchsuccessstrategiesandactivitiescanmeanthedifferencebetweenacompanythat’sgoingplacesandonethat’sgoingnowhere.Weliketosaythere’snomagictoincreasingthetotalofindexedkeywordsfoundonyourwebsite,theyindexedkeywordsfoundonyourwebsite,theycomeasaresultofknowledge,experience,andperformingthefinedetailsnecessarytobringyoursitetothetop.ALWAYSWORKONIMPROVINGYOURCOMPANY’SORGANICSEARCHPERFORMANCE...OPTIMIZATIONSEARCHENGINE23WHATYOUNEEDTODO
  24. 24. Doesyourcompany’swebsitesaytherightthingsaboutyourorganization?Doesitcontainrelevantandimportantcontentthatusersarelookingfor?Doyouhavedeepsiteanalyticsandtraffictrackingtools?Thelook,feelandintuitivenessofyourwebsitehaveneverplayedalargerroleinkeepingvisitorsengagedandinterestedinyourcompany’sproductsandservices.Today’swebvisitorisseekinganswersandsolutionstotheproblemstheyface,theyarelookingatwebsitestolearnmoreandgainconfidencethatyourorganizationcansolvetheirproblems.Askyourorganizationcansolvetheirproblems.Askyourselfthesequestions...DOESYOURCOMPANY’SWEBSITEPOSITIONYOUASALEADERINYOURMARKETPLACE?USEREXPERIENCEDESIGNANDWHATYOUNEEDTODO24
  25. 25. OnlineMarketingLeadGenerationandProspectContactCaptureCampaignsE-BookCreationandLeadGenerationDistributionProgramseCRMIntegrationandOngoingProgramExecutionOngoingleadgenerationanddistributionofgatedcontentwillhelpyoubuildthepoolofprospectsthatareinterestedand/orlookingforyourproductsandservices.Theseindividualswhohaveinquired,downloadedorotherwiseraisedtheirhandscanthenbetargetedthroughinformative,creativeandsalesdrivencampaignsande-marketingstrategiesandprograms.strategiesandprograms.THEFUTURESUCCESSOFCOMPANIESWILLRESIDEINTHEIRSALESANDMARKETINGDATABASES...LEADGENERATION25WHATYOUNEEDTODO
  26. 26. Display/retargetingadvertisingcampaignsSearch-orientedbanneradprogramsCampaignconcept,designandexecutionBidmonitoring,budgetmanagementandcampaignoptimizationCompaniesaretakingcontroloftheirsalesandleveragingdigitalmediatoconceive,createandlaunchdisplayadvertisingandretargetingcampaignsaimedatgenerat-ingtrafficandcreatingdemandfortheirproductsandservices.Byplacingcreativeadvertisingonsitesviewedbypotentialcustomersandtargetingsearchdrivenmedia,companiesaresuccessfulincapturingtheattentionofcompaniesaresuccessfulincapturingtheattentionofprospectivenewcustomerswhoarein-marketNOW.BEMOREAGGRESSIVETHROUGHBOLDANDEXCITINGE-MARKETINGCAMPAIGNS...TAKECONTROLOFYOURSALES!CAMPAIGNSE-MARKETING26WHATYOUNEEDTODO
  27. 27. ContenteditorialstrategyconceptthroughproductionE-bookconcept,copywritingandproductionContentcreation,productionandexecutionTheproductionoforiginal,newandfreshcontentwillplayanimportantroleinhowwellyourwebsiteperformswhensearchedforaswellashowlongvisitorswillstayiftheydofindyoursite.Searchenginesarenowmonitoringcompany’swebsitesandscoringthembasedontheircontentquantity,scoringthembasedontheircontentquantity,quality,thenumberofupdatesandadditionalnewcopy/contentadded.You’veheardtheterm‘ContentisKing’… nowisthetimetounderstandwhatthatisandthenharnessitspowertoperform.ONGOINGCREATIONANDPUBLICATIONOFRELEVANTANDVALUABLEPRODUCT/SERVICECONTENTWILLBEKEY...STRATEGYCONTENT27WHATYOUNEEDTODO
  28. 28. YoureCRMSystemLoyaltyProgramsReportingontheCustomerExperienceMarketing&CustomerInsightCustomerCommunicationsCustomerSalesSocialMediaIntegrationContentManagementIfyourwebsiteisnotequippedtoleadgenerateandcapturevitalprospectdatainaproactive/systematicfashion,youaremissingout.eCRMistheelectronicversionofyourcustomerandprospectrelationshipmanagementprogramandisfedfromonlineinquiriesande-prospectsrequestingmoreinformation.Thisvitaltoolwilldramaticallyseparatethecompanieswhoareleveragingthistechnologyandthecompanieswhoareleveragingthistechnologyandstrategysuccessfullyfromthecompanieswhocontinuetoignorethispowerful,excitingnewwayofdoingbusiness.SALESPIPELINEYOURELECTRONICeCRM...28WHATYOUNEEDTODO
  29. 29. CompetitororganickeywordidentifyandanalyzeCompetitorpay-per-clickkeywordidentifyandanalyzeCompetitorbanneradvertisingcampaignresearchYouwouldbesurprisedtoseewhatyourcompetitorsarespendingtoattracttrafficandnewbusinessopportunitiesinthedigitalmarketplace.Wehelpourclientsgetabetterunderstandingofthecompetitiveenvironmentbyresearchingandanalyzingtheexactkeywordsbeingpurchased,thetheexactkeywordsbeingpurchased,thetopicsandcontentofadsbeingplacedandtheindexedkeywordsthatexistontheircompetitor’swebsites.Wefeelit’sbettertoknowwhat’sgoingonEXACTLY…beforewecanproperlyhelpourclients.DOYOUKNOWWHATYOURCOMPETITORSARESPENDINGONDIGITALMARKETING...SPECIFICALLY?LANDSCAPECOMPETITIVE29WHATYOUNEEDTODO
  30. 30. 800-969-7033DigitalMarketingSolutionsforProgressiveThinkingIndustrialandManufacturingCompanies!CONTACTUS30

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