Doherty white how-to-generate-b2b-sales-with-the-web-2012-v2
Generate more sales leads, drive sales, drive revenue How to generate B2B sales using the web
Yes, because this is a natural progression of how sales work 1. Is The Web Important for B2B? Sales teams find and persuade the buyers Buyers start to search online, find product information from multiple vendors Buyers confer with each other via online networks Sales now use online tools to prospect, generate and qualify leads Marketing Automation 1997 2006 2009 1950s to 1990s
<ul><li>Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage . </li></ul><ul><li>We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, online ‘pay-per-click’ advertising and ‘content-based’ marketing. </li></ul>1. Is The Web Important for B2B? In a survey of B2B buyers in the US, 80% of those buyers said they found the vendor , not the other way round. Source : MarketingSherpa B2B Marketing Benchmark Survey 2008 Yes, because this is the way businesses buy today
Lengthening B2B sales cycle Yes , because the buying process is becoming more complex <ul><li>More people involved in the decision </li></ul><ul><li>Lengthening B2B sales cycles </li></ul><ul><li>Not a linear, step-by-step progression </li></ul><ul><li>Need to influence at each point in the process </li></ul><ul><li>Many buyer participants educating themselves about options online </li></ul>1. Is The Web Important for B2B?
<ul><li>Your buyers are looking online both at the research phase and during vendor selection </li></ul><ul><li>Will they find you, and will they find you compelling when they do? How will you compare with the other firms they find? </li></ul>Sources of information used by US engineers for a specific recent purchase Source : B2B Technology Marketing Benchmark Survey 2008 1. Is The Web Important for B2B?
2. How can B2B use the web to generate sales? Review what you’re selling – its benefits, pricing, why it is better than competitors – your value proposition Understand your buyers – who they are, where they are, which organisations, what roles, what do they want Create ‘ content ’ – online information that your buyers will want such as buyers’ guides, case studies, industry surveys, ROI calculators Drive traffic to your company website using Google pay-per-click, SEO, email, social media, PR/online PR Capture visitors contact details in exchange for high quality, relevant content Filter these contacts, sell to the ‘hottest’, generate revenue € $
<ul><li>Siemens project – acquire customers for a new consulting service </li></ul><ul><li>Value proposition – reduced capital costs, reduced operational costs, ease of access to IT systems </li></ul><ul><li>Buyers – CIOs, Directors of IT at top 500 companies in Ireland with more than 300 staff </li></ul><ul><li>Content – created a white paper called “Migrating to Microsoft in the Cloud” </li></ul><ul><li>Drive traffic – used targeted email offering the white paper, plus Google ads and PR </li></ul><ul><li>Capture details – 265 contacts with targeted profile after 4 weeks </li></ul>Email and google ads Website registration page Visitor gets white paper Siemens gets contact details of visitor 2. How can B2B use the web to generate sales?
Revise website based on buyer analysis, add landing pages Generate content to attract visitor registrations Launch Google pay-per-click ads Launch Search Engine Optimization activities Generate PR and online PR Email Marketing Post to Corporate Blog and Social Media Hardcopy Mail to selected contacts Telemarketing qualification of warm leads 1 2 3 4 5 6 7 8 9 2. How can B2B use the web to generate sales?
Generate more leads at the top of the sales funnel using online marketing – email, Google pay-per-click, social media and PR Use simple techniques to filter and process these leads more effectively so you generate more sales About DohertyWhite
Email [email_address] Mobile +353 86 383 8981 Phone +353 1 969 5029 (Dublin) +353 7491 16689 (Donegal) Twitter @michaelgwhite www.dohertywhite.com www.dohertywhite.com/blogs DohertyWhite helps business-to-business (B2B) companies generate leads online and convert those leads to sales. We provide strategic consulting, digital marketing, web design and sales lead generation services.