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Selling to the Mid Market:
How to Tailor Your Strategy
Today’s Presenters
BASTIAAN JANMAAT
CEO, DataFox
TRACY FRY
Director of Sales, Yesware
What We’ll Cover
WHAT makes mid-market unique
WHY move up/down market
HOW to personalize your outreach
WHO to bring into t...
Why Go Up-Market
Go from mouse hunting to
deer hunting.
First, defining market sizes
SMB/SME Mid-market Enterprise
# of Employees < 100 100 - 1,000 > 1,000
Revenues < $5M $5M - $...
5 ways to build a $100M business
Source: Christoph Janz
Prepare your reps for complexity.
Mid-Market Deals
Take Longer
74 Touches vs. 4
A Different Kind of Sales Rep
Example Salesforce Fields
No outreach without
research, no follow up
without reason
“
“
Example: Personalization
How to work an account from
multiple angles.
Breaking into Mid-Market
Cast a wide net
Leverage multiple stakeholders to
get your foot in the door.
Referral PBR Example
Subject Lines Matter
How to A/B test your emails to
get more opens by job title.
Subject Line Key Word Analysis
Open Rate
ReplyRate
How To Schedule A Meeting
Open Rate
ReplyRate
Show Me How To A/B
Best practices:
1. Identify the top performing
templates for each role.
2. Understand why they
work.
3. Share effective st...
Total Emails to Send
How many emails should I send before
I get a reply?
How To Rack Up Replies
When to Send Your Emails
The best time in a typical working
day to send your emails.
You’re Doing it Wrong
Improve your quick replies by sending emails very early in the
morning or later in the afternoon
Activity vs. Engagement:
Getting everyone on board
Visit yesware.com/email-templates for 18 FREE data-backed email templates
Giveaway: Template Library
Questions?
We’ve got answers.
sales@datafox.com
Get in Touch!
sales@yesware.com
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Selling to the Mid-Market: How to Tailor Your Strategy

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Whether you’re moving up in size from SMBs or down from Enterprise-level companies, do you know the nuances of selling to the mid-market? Join DataFox's CEO and Yesware's Director of Sales as they reveal their data-driven tips, tools, and techniques for selling into the mid-market.

Published in: Sales
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Selling to the Mid-Market: How to Tailor Your Strategy

  1. 1. Selling to the Mid Market: How to Tailor Your Strategy
  2. 2. Today’s Presenters BASTIAAN JANMAAT CEO, DataFox TRACY FRY Director of Sales, Yesware
  3. 3. What We’ll Cover WHAT makes mid-market unique WHY move up/down market HOW to personalize your outreach WHO to bring into the deal
  4. 4. Why Go Up-Market Go from mouse hunting to deer hunting.
  5. 5. First, defining market sizes SMB/SME Mid-market Enterprise # of Employees < 100 100 - 1,000 > 1,000 Revenues < $5M $5M - $100M > $100M # of Companies 5,000,000 200,000 25,000 Sale Size < $5K < $100K > $100K Sale Cycle < 1 month < 6 months > 6 months Source: US Small Business Administration
  6. 6. 5 ways to build a $100M business Source: Christoph Janz
  7. 7. Prepare your reps for complexity. Mid-Market Deals Take Longer
  8. 8. 74 Touches vs. 4
  9. 9. A Different Kind of Sales Rep
  10. 10. Example Salesforce Fields
  11. 11. No outreach without research, no follow up without reason “ “
  12. 12. Example: Personalization
  13. 13. How to work an account from multiple angles. Breaking into Mid-Market
  14. 14. Cast a wide net Leverage multiple stakeholders to get your foot in the door.
  15. 15. Referral PBR Example
  16. 16. Subject Lines Matter How to A/B test your emails to get more opens by job title.
  17. 17. Subject Line Key Word Analysis Open Rate ReplyRate
  18. 18. How To Schedule A Meeting Open Rate ReplyRate
  19. 19. Show Me How To A/B
  20. 20. Best practices: 1. Identify the top performing templates for each role. 2. Understand why they work. 3. Share effective strategy with your team. Using Templates More Effectively
  21. 21. Total Emails to Send How many emails should I send before I get a reply?
  22. 22. How To Rack Up Replies
  23. 23. When to Send Your Emails The best time in a typical working day to send your emails.
  24. 24. You’re Doing it Wrong Improve your quick replies by sending emails very early in the morning or later in the afternoon
  25. 25. Activity vs. Engagement: Getting everyone on board
  26. 26. Visit yesware.com/email-templates for 18 FREE data-backed email templates Giveaway: Template Library
  27. 27. Questions? We’ve got answers.
  28. 28. sales@datafox.com Get in Touch! sales@yesware.com

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