Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Educate and Convert in Competitive SaaS Markets

866 views

Published on

Education and timing are key to closing deals – especially when your product or service doesn't have a line in your prospect's budget sheet.

This is a common problem among SaaS (software as a service) providers, who are selling in highly competitive and emerging markets. How can your sales and marketing teams work together to stand out from the competition?

In this presentation, Datanyze's Ben Sardella and Uberflip's Hana Abaza explain how to educate (and ultimately, convert) using a competitive sales strategy.

Published in: Marketing
  • Be the first to comment

How to Educate and Convert in Competitive SaaS Markets

  1. 1. @uberflip#uberwebinar How to Educate & Convert in Competitive SaaS Markets Hana Abaza VP Marketing, Uberflip @hanaabaza Ben Sardella Co-Founder & CRO, Datanyze @bensardella
  2. 2. @uberflip#uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) Join in on
  3. 3. @uberflip#uberwebinar Stick Around For a Demo
  4. 4. @uberflip#uberwebinar What we’ll cover §  How to make sure you’re in the deal §  How to work the deal in your favor §  How to build confidence with collateral
  5. 5. How to make sure you’re in the deal
  6. 6. @uberflip#uberwebinar The silver bullet data point BUYING TRIGGERS
  7. 7. There is a silver bullet in sales - when you get to highly motivated decision makers at exactly the right time: after they experience a ‘trigger event’ … before they call your competition. When you have the right timing the sale almost happens itself. CRAIG ELIAS Author of SHiFT! @uberflip#uberwebinar
  8. 8. Technology data COUNTDOWN TO RENEWAL @uberflip#uberwebinar
  9. 9. Technology data COUNTDOWN TO RENEWAL REAL-TIME ALERTS @uberflip#uberwebinar
  10. 10. COUNTDOWN TO RENEWAL Technology data REAL-TIME ALERTS CURRENT STACK @uberflip#uberwebinar
  11. 11. Buying cycle information DISCOVERY CALL CHECKLIST ü  In the home stretch or preliminary search? @uberflip#uberwebinar
  12. 12. Buying cycle information DISCOVERY CALL CHECKLIST ü  In the home stretch or preliminary search? ü  Criteria used to evaluate solutions? @uberflip#uberwebinar
  13. 13. Buying cycle information DISCOVERY CALL CHECKLIST ü  In the home stretch or preliminary search? ü  Criteria used to evaluate solutions? ü  Ease of implementation and integration? @uberflip#uberwebinar
  14. 14. How to work the deal in your favor
  15. 15. How to work the deal in your favor §  Frame the talk @uberflip#uberwebinar
  16. 16. How to work the deal in your favor §  Frame the talk §  Ditch the pitch @uberflip#uberwebinar
  17. 17. How to work the deal in your favor §  Frame the talk §  Ditch the pitch §  P.O.W.N. (Problems, Opportunities, Wants, Needs) @uberflip#uberwebinar
  18. 18. How to work the deal in your favor §  Frame the talk §  Ditch the pitch §  P.O.W.N. (Problems, Opportunities, Wants, Needs) §  Recommend @uberflip#uberwebinar
  19. 19. How to build confidence with collateral
  20. 20. How to build confidence with collateral CASE STUDIES @uberflip#uberwebinar
  21. 21. How to build confidence with collateral CASE STUDIES BATTLE CARDS @uberflip#uberwebinar
  22. 22. How to build confidence with collateral CASE STUDIES BATTLE CARDS THIRD PARTY VALIDATION @uberflip#uberwebinar
  23. 23. Join 20,000+ smart marketers & subscribe to our daily email Subscribe Now
  24. 24. @uberflip#uberwebinar Forget  Coffee.     Content  Is  For  Closers  
  25. 25. @uberflip#uberwebinar   But, why? Because  content  works.  But  it  also  changes  things.      
  26. 26. @uberflip#uberwebinar By  2020,  85%  of  the  rela/onship   will  be  managed  without  talking  to   a  sales  person.      
  27. 27. @uberflip#uberwebinar Content  is   everywhere  and   easy  to  access     People  are   more  informed   than  ever  before     The  lines  are  blurring   between  marke>ng   &  sales    
  28. 28. @uberflip#uberwebinar 76% of Content Marketers Forget About Sales Enablement (!)
  29. 29. @uberflip#uberwebinar Marketing             Sales           Think  Like     Sales   Act  Like  Marke>ng  
  30. 30. @uberflip#uberwebinar Internet                Person   Awareness   Implement  Purchase  Short  List  Solu>on  Problem   Marke>ng  Qualified  Lead   Sales  Follow  Up   Top     of  the     funnel   Middle   of  the     funnel   BoIom   of  the     funnel  
  31. 31. @uberflip#uberwebinar Internet                Person   Awareness   Implement  Purchase  Short  List  Solu>on  Problem   Marke>ng  Qualified  Lead   Sales  Follow  Up   Top     of  the     funnel   Middle   of  the     funnel   BoIom   of  the     funnel   Big  black  void  where     bad  things  happen.  
  32. 32. @uberflip#uberwebinar Internet                Person   Awareness   Implement  Purchase  Short  List  Solu>on  Problem   Marke>ng  &  Sales  Lead  Qualifica>on   Content  Marke>ng  &  Sales  Enablement  Content   I  think  I  have  a  problem,  but  I   can’t  quite  put  my  finger  on   it.   So  many  solu>ons!   I’ll  evaluate  the  top   three.   Got  it!  Now  I  need  to   research  my  op>ons.     Did  I  make  the  right   choice?  How  do  I  get   more  value?  
  33. 33. @uberflip#uberwebinar Align  content  crea>on  with  insight  from  sales.     Address  (and  reinforce)  common  pain  points.     Create  content  that  manages  objec6ons.       Figure out what kind of content they need.
  34. 34. @uberflip#uberwebinar Questions to Ask ü  What  are  the  top  non-­‐product  related   ques>ons  you  get?   ü  What  are  the  common  pain  points?   ü  What  are  the  common  objec>ons?  
  35. 35. @uberflip#uberwebinar Arm  your  sales  team   (and  your  champion)   to  manage   objec6ons.  
  36. 36. @Uberflip @HanaAbaza Empower  Reps       With  the  Right  Data  
  37. 37. @uberflip#uberwebinar Buyer Personas ü  Easy  to  digest  format   ü  Constant  reinforcement   ü  Develop  collabera>vely    
  38. 38. @uberflip#uberwebinar Insights from Audience Surveys ü  What  kind  of  content  do  people  like   ü  What  kind  of  behaviors  do  they  exhibit   ü  What’s  important  to  them    
  39. 39. @Uberflip @HanaAbaza Empower  Reps       With  the  Right  Tools  
  40. 40. @Uberflip @HanaAbaza
  41. 41. @uberflip#uberwebinar Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona Content  must  be  easy  for  buyers   and  your  sales  team  to  find.    
  42. 42. @uberflip#uberwebinar Key Elements of an Effective Content Hub for Sales Enablement     Well  organized     Easy  to  share  content   Integrated  with  process  
  43. 43. @uberflip#uberwebinar
  44. 44. @uberflip#uberwebinar
  45. 45. @uberflip#uberwebinar Multi-dimensional Tagging Marketing Mary Demand Jenn Do-it-all Dave Content Marketing Lead Generation Sales Enablement Product Sales Customer By Buyer Persona By Topic Functionally
  46. 46. @uberflip#uberwebinar Multi-dimensional Tagging Marketing Mary Demand Jenn Do-it-all Dave Content Marketing Lead Generation Sales Enablement Product Sales Customer By Buyer Persona By Topic Functionally
  47. 47. @uberflip#uberwebinar Multi-dimensional Tagging Marketing Mary Demand Jenn Do-it-all Dave Content Marketing Lead Generation Sales Enablement Product Sales Customer By Buyer Persona By Topic Functionally
  48. 48. @uberflip#uberwebinar
  49. 49. @uberflip#uberwebinar
  50. 50. @uberflip#uberwebinar
  51. 51. @uberflip#uberwebinar
  52. 52. @uberflip#uberwebinar
  53. 53. @uberflip#uberwebinar
  54. 54. @uberflip#uberwebinar Use a Multi-Channel Approach with your Audience and your Sales Team
  55. 55. @uberflip#uberwebinar QUESTIONS TIME! hub.uberflip.com Hana Abaza VP Marketing, Uberflip @hanaabaza Ben Sardella Co-Founder & CRO, Datanyze @bensardella
  56. 56. Join 20,000+ smart marketers & subscribe to our daily email Subscribe Now

×