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The Savvy Marketer - Achieving More with Tech Tools

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The presentation that I gave at the Houston AMA event entitled The Savvy Marketer - Achieving More with Tech Tools.
http://www.client-bridge.com

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The Savvy Marketer - Achieving More with Tech Tools

  1. 1. 1Presentation to Joe Smith June 24, 2014 THE SAVVY B2B MARKETER How to use technology to better align with sales and the modern B2B buyer Jack Barry jbarry@client-bridge.com
  2. 2. 2 OVERVIEW ALIGNING FOR SUCCESS THE B2B BUYER How and why the modern B2B buyer has changed and why it’s important. IDEAS FOR STRATEGY How to think about sales, marketing, content, custo mer experience and automation. EXAMPLES OF IMPLEMENTATION Real world examples and use cases
  3. 3. 3 Attached to Smartphone Loves personalization and a great experience Always running Using Google to get answers and do research Controlling the sales process Moving self-directed through the research process THE EVOLVING BUYER Mobile, Connected and Knowledgeable
  4. 4. 4 Always On! Always Connected! Buyers Are Mobile & Connected • 15% of web searches from mobile devices • Up over 700% from 2009
  5. 5. 5 THEY CONTROL THE SALES PROCESS 57%
  6. 6. 6 Thermostat vs. Nest Radio vs. Spotify Store vs. Amazon BUYERS EXPECT US TO KNOW THEM THEY WANT PERSONALIZATION AND CUSTOMIZATION
  7. 7. 7 THE HUMAN EXPERIENCE
  8. 8. 8 OUR MISSION To build a technology-enabled selling system that aligns with marketing, sales and the modern buyer.
  9. 9. 9 STRATEGIES FOR ALIGNMENT Start working closely with sales to align with buyers
  10. 10. 10 DEFINE TARGET BUYER PERSONAS KNOW THY BUYER MARKETER MARY Industries SALES SAM Roles/Titles PAULA PURCHASER Pains, Problems EXECUTIVE ED Goals
  11. 11. 11 AGREE ON LIFECYCLE STAGE THE CRITERIA FOR ADVANCEMENT Lead Marketing Qualified (MQL) Sales Qualified Lead (SQL) Customer 1 2 3 4
  12. 12. 12 MAP CONTENT TO SALES PROCESS Work Closely with Sales
  13. 13. 13 THE DIGITAL SELLING PROCESS YOUR BEST SALES REP – CONTENT MAP Blogging, Social Media Premium content (ebooks, etc.) Follow up sequence (email or multi-channel Lead is ready for sales Follow up sequence (email or multi-channel Landing pages, Calls to action, Forms Sales Call Answer Questions Provide Product/ Service Information Address Common Sales Questions Establish Trust & Thought Leadership Address Pushbacks Introduce Positioning Demos, Webinars, Free Trials
  14. 14. 14 TOOLSYOU WILL NEED
  15. 15. 15 THE DIGITAL SELLING PROCESS YOUR BEST SALES REP – TOOLS MAP Lead Intelligence & Analytics Sales Call Answer Questions Provide Product/ Service Information Address Common Sales Questions Establish Trust & Thought Leadership Address Pushbacks Introduce Positioning Blogging & Social Media Tools Landing Pages Email/Lead Nurturing/Workflows Calls to Actions, Lead Capture Forms, Email Landing Pages Email/Lead Nurturing/Lead Scoring
  16. 16. 16 EXAMPLES AND USE CASES Ideas for implementation
  17. 17. 17 TOOLS TO MAKEYOUR SALES TEAM LOVEYOU!
  18. 18. 18 REAL-TIME NOTIFICATIONS
  19. 19. 19 PROSPECT INTELLIGENCE
  20. 20. 20 PROSPECT DATA - DEEPER DIVE
  21. 21. 21 LEAD SCORING
  22. 22. 22 CLOSED LOOP INTEGRATION
  23. 23. 23 DASHBOARDS
  24. 24. 24 LEAD INTELLIGENCE
  25. 25. 25 SOCIAL MONITORING
  26. 26. 26 WEBSITE CONTENT MANAGEMENT THE OLD WAY
  27. 27. 27 WITH DYNAMIC CONTENT THE NEW WAY
  28. 28. 28 WRAP UP • Create experiences for the buyer journey • Align with sales • Use technology to enable your process • Always be learning • With great power comes great responsibility KEY TAKEAWAYS
  29. 29. 29 EXTRA STUFF www.client-bridge.com/AMA 1. Free inbound marketing assessment 2. One hour screen share session to map your automation and/or content strategy 3. Free HubSpot account for 30 days to try marketing automation in your business
  30. 30. 30 281.782.4963 (ph) @clientbridge jbarry@client-bridge.com CONTACT US THANKYOU!

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