0
eDynamic, Monday, May 5, 2014
0
DigitalMarketing
forB2BSoftware
Companies
NumberTwoinaSeries
1
eDynamic, Monday, May 5, 2014
1
1
2
3
4
CUSTOMER JOURNEY
PRESALES ENGAGEMENT
SALES FACILITATION
PARTNER CHANNEL
2
eDynamic, Monday, May 5, 2014
19%
TECHNOLOGY VENDORS ARE
SPENDING, ON AVERAGE, 19% OF
THEIR SELLING, GENERAL, AND
ADMINI...
3
eDynamic, Monday, May 5, 2014
TheCustomerLifeCycle
Thecustomerlifecycleletsusthinkaboutaperson’srelationshipwitha
compan...
4
eDynamic, Monday, May 5, 2014
TheCustomerLifeCycle
Thecustomerlifecycleletsusthinkaboutaperson’srelationshipwitha
compan...
5
eDynamic, Monday, May 5, 2014
TheCustomerLifeCycle
Thecustomerlifecycleletsusthinkaboutaperson’srelationshipwitha
compan...
6
eDynamic, Monday, May 5, 2014
6
1
2
3
4
CUSTOMER JOURNEY
PRESALES ENGAGEMENT
SALES FACILITATION
PARTNER CHANNEL
7
eDynamic, Monday, May 5, 2014
69%
MARKETERS LAY CLAIM TO 69
PERCENT OF SALES ENABLEMENT,
ACCORDING TO IDC, WHILE SALES
P...
8
eDynamic, Monday, May 5, 2014
Product Comparison
They have
recognized a
problem
They have
searched for a
solution
They h...
9
eDynamic, Monday, May 5, 2014
Goals: Helpprospectsmake
aneducatedbuying decision,
developtheirconfidencein
yourorganizat...
10
eDynamic, Monday, May 5, 2014
PresalesEngagement: Howimportantisit?
11
eDynamic, Monday, May 5, 2014
PresalesEngagement: HowIsItChanging?
Traditional Enterprise Sales
Emerging Subscription S...
12
eDynamic, Monday, May 5, 2014
PresalesEngagement: ResourceCenter
Easytouse
faceted
search
Sign-upfor
ongoing
engagement...
13
eDynamic, Monday, May 5, 2014
PresalesEngagement: CustomerCommunities
Startwith
search
Thecommunity
willconfirmyour
pro...
14
eDynamic, Monday, May 5, 2014
PresalesEngagement: CustomerCommunities
Forrester Research, 2012
15
eDynamic, Monday, May 5, 2014
PresalesEngagement: SupportCenter
Startwith
search
Arealperson
isaclickaway
Showoffyour
s...
16
eDynamic, Monday, May 5, 2014
PresalesEngagement: SupportCenter
17
eDynamic, Monday, May 5, 2014
PresalesEngagement: SelfServiceDemos
Demoyour
softwarewith
theirdata
Sign-upfor
ongoing
e...
18
eDynamic, Monday, May 5, 2014
PresalesEngagement: Videos
Usevideosonyour
homepagetoquickly
engagepeople
Targeted3-5minu...
19
eDynamic, Monday, May 5, 2014
1. Youcannotavoid
presaleseffortsfor
complexB2Bsales
2. Presaleseffortsaffect
the‘60%’pri...
20
eDynamic, Monday, May 5, 2014
20
1
2
3
4
CUSTOMER JOURNEY
PRESALES ENGAGEMENT
SALES FACILITATION
PARTNER CHANNEL
21
eDynamic, Monday, May 5, 2014
35%
McKinsey & Company, 2009
35% OF CUSTOMERS FIND ‘TOO
MUCH CONTACT’ A SELLING ACTIVITY
...
22
eDynamic, Monday, May 5, 2014
Product Sale
They have
recognized a
problem
They have
searched for a
solution
They have
i...
23
eDynamic, Monday, May 5, 2014
Goal: Closingthebusiness
withthecustomer
Traditionalactivities:
1. Contractnegotiations
2...
24
eDynamic, Monday, May 5, 2014
SalesFacilitation: CustomerPerception
McKinsey & Company, 2009
25
eDynamic, Monday, May 5, 2014
SalesFacilitation: DealRooms
 Removes the paper-
based management of
documents
 Elimina...
26
eDynamic, Monday, May 5, 2014
SalesFacilitation: ElectronicSignatures
 Streamlines the
document signing
process
 Elim...
27
eDynamic, Monday, May 5, 2014
SalesFacilitation: SubscriptionServices
 Handles all the details
of subscription based
m...
28
eDynamic, Monday, May 5, 2014
1. Creatingasimple,
convenient‘closing’
processimprovesthe
overallcustomer
experience
2. ...
29
eDynamic, Monday, May 5, 2014
29
1
2
3
4
CUSTOMER JOURNEY
PRESALES ENGAGEMENT
SALES FACILITATION
PARTNER CHANNEL
30
eDynamic, Monday, May 5, 2014
50%
“THAT MIDDLE GROUP OF 40-50% OF
PARTNERS GENERALLY WANT TO
SUCCEED BUT DON’T KNOW HOW...
31
eDynamic, Monday, May 5, 2014
PartnerChannel: IntegratedPortals
 Can provide a single
location for partners to
access ...
32
eDynamic, Monday, May 5, 2014
1. Partnerportalsshouldbe
anextensionofyour
existingcorporate
website—onebrand
experience...
33
eDynamic, Monday, May 5, 2014
Connectwithus
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
y...
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Demand Generation Best Practices for B2B Software Companies

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Learn how to set up a demand generation framework that drives client acquisition and conversion

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Demand Generation Best Practices for B2B Software Companies

  1. 1. 0 eDynamic, Monday, May 5, 2014 0 DigitalMarketing forB2BSoftware Companies NumberTwoinaSeries
  2. 2. 1 eDynamic, Monday, May 5, 2014 1 1 2 3 4 CUSTOMER JOURNEY PRESALES ENGAGEMENT SALES FACILITATION PARTNER CHANNEL
  3. 3. 2 eDynamic, Monday, May 5, 2014 19% TECHNOLOGY VENDORS ARE SPENDING, ON AVERAGE, 19% OF THEIR SELLING, GENERAL, AND ADMINISTRATIVE (SG&A) COSTS OR $135,262 PER QUOTA-CARRYING SALESPERSON IN SUPPORT-RELATED ACTIVITIES Forrester, 2009
  4. 4. 3 eDynamic, Monday, May 5, 2014 TheCustomerLifeCycle Thecustomerlifecycleletsusthinkaboutaperson’srelationshipwitha companythroughtheireyes,astheypursuetheirvariousjourneys 1 2 3 4 6 Awareness Search Evaluate Commit Value 5 Advocate Thecustomer recognizesa needand looksfora solution  Hasaproblem tosolve  Goestoa tradeshow  Readsanarticle Thecustomer looksfora solutionto satisfytheir needs  Searches Googlefor solutions  Visitsastore  Accumulates knowledgeof options Thecustomer weighsthe alternative solutions available  Researches vendors  Talkstopeers  Engagesa discussion forum Thecustomer commercially commitsto thesolution andvendor  Compares pricing  Talksto references  Commitstothe vendor Thecustomer realizesthe valuethe vendor provides  Valueisrealized  Differentiation isappreciated Thecustomer communicates thevalueto theirindustry peers  Talkstopeers  Engagesina discussion forum  Further commitstothe brand RetentionAcquisition
  5. 5. 4 eDynamic, Monday, May 5, 2014 TheCustomerLifeCycle Thecustomerlifecycleletsusthinkaboutaperson’srelationshipwitha companythroughtheireyes,astheypursuetheirvariousjourneys 1 2 3 4 6 Awareness Search Evaluate Commit Value 5 Advocate Thecustomer recognizesa needand looksfora solution  Hasaproblem tosolve  Goestoa tradeshow  Readsanarticle Thecustomer looksfora solutionto satisfytheir needs  Searches Googlefor solutions  Visitsastore  Accumulates knowledgeof options Thecustomer weighsthe alternative solutions available  Researches vendors  Talkstopeers  Engagesa discussion forum Thecustomer commercially commitsto thesolution andvendor  Compares pricing  Talksto references  Commitstothe vendor Thecustomer realizesthe valuethe vendor provides  Valueisrealized  Differentiation isappreciated Thecustomer communicates thevalueto theirindustry peers  Talkstopeers  Engagesina discussion forum  Further commitstothe brand NewCustomerAcquisitionJourney RetentionAcquisition
  6. 6. 5 eDynamic, Monday, May 5, 2014 TheCustomerLifeCycle Thecustomerlifecycleletsusthinkaboutaperson’srelationshipwitha companythroughtheireyes,astheypursuetheirvariousjourneys 1 2 3 4 6 Awareness Search Evaluate Commit Value 5 Advocate Thecustomer recognizesa needand looksfora solution  Hasaproblem tosolve  Goestoa tradeshow  Readsanarticle Thecustomer looksfora solutionto satisfytheir needs  Searches Googlefor solutions  Visitsastore  Accumulates knowledgeof options Thecustomer weighsthe alternative solutions available  Researches vendors  Talkstopeers  Engagesa discussion forum Thecustomer commercially commitsto thesolution andvendor  Compares pricing  Talksto references  Commitstothe vendor Thecustomer realizesthe valuethe vendor provides  Valueisrealized  Differentiation isappreciated Thecustomer communicates thevalueto theirindustry peers  Talkstopeers  Engagesina discussion forum  Further commitstothe brand NewCustomerAcquisitionJourney RetentionAcquisition Demand Generation Pre-sales Engagement Sales Facilitation
  7. 7. 6 eDynamic, Monday, May 5, 2014 6 1 2 3 4 CUSTOMER JOURNEY PRESALES ENGAGEMENT SALES FACILITATION PARTNER CHANNEL
  8. 8. 7 eDynamic, Monday, May 5, 2014 69% MARKETERS LAY CLAIM TO 69 PERCENT OF SALES ENABLEMENT, ACCORDING TO IDC, WHILE SALES PROS ESTIMATE THEY CONTROL 60 PERCENT. IDC, 2010
  9. 9. 8 eDynamic, Monday, May 5, 2014 Product Comparison They have recognized a problem They have searched for a solution They have identified solution options They are investigating the options They are deciding on an option They have made a buying decision PresalesEngagement: WhenDoesItStart? Product Comparison
  10. 10. 9 eDynamic, Monday, May 5, 2014 Goals: Helpprospectsmake aneducatedbuying decision, developtheirconfidencein yourorganization Traditionalactivities: 1. Solutionpreparation 2. RFI/RFPresponse 3. Productdemonstrations 4. POCs(Proofofconcepts) 5. Productcollateral Oursalesengineer PresalesEngagement: TraditionalApproach PartSalesPerson PartEngineer
  11. 11. 10 eDynamic, Monday, May 5, 2014 PresalesEngagement: Howimportantisit?
  12. 12. 11 eDynamic, Monday, May 5, 2014 PresalesEngagement: HowIsItChanging? Traditional Enterprise Sales Emerging Subscription Sales Product ConfirmationProduct Comparison Product ConfirmationProduct Comparison In-person Meeting Product Bake-off CustomRFP Response Solution Definition OnsiteDemo Proof-of- concept Customer References Technical Review Download WhitePaper Product Videos DetailedFAQs Solution Definition OnlineDemo TrialSoftware Video Testimonials WhitePapers andVideos
  13. 13. 12 eDynamic, Monday, May 5, 2014 PresalesEngagement: ResourceCenter Easytouse faceted search Sign-upfor ongoing engagement Extend engagementto socialchannels CTAstomove themthroughthe journey Morethana‘wall oftext’—makeit visuallyengaging  One-stop shopping to get answers  Self-service interaction, no need to call or wait  Opportunity to personalize the experience WhatitDoes  Search can make or break the experience  Present content with images—make it appealing for people  Surround the page with CTAs that leads the person to the next steps of the journey  Have them follow you on their social networks to get new updates ThingstoRemember
  14. 14. 13 eDynamic, Monday, May 5, 2014 PresalesEngagement: CustomerCommunities Startwith search Thecommunity willconfirmyour products Registrationhas itsprivileges Providea gatewaytoother resources  Enables your customers to ‘sell’ for you  Builds confidence in your products  Follow the discussions— understand what is important to prospects WhatitDoes  If you have customers, you have a community  Communities need a strategy and leadership  A community can drive registration and deeper engagement with your brand  Incent and cultivate champions—it is a lower cost of sale for you ThingstoRemember Showrealpeople aspartofyour community
  15. 15. 14 eDynamic, Monday, May 5, 2014 PresalesEngagement: CustomerCommunities Forrester Research, 2012
  16. 16. 15 eDynamic, Monday, May 5, 2014 PresalesEngagement: SupportCenter Startwith search Arealperson isaclickaway Showoffyour support capabilities Showyourofferings, letthemseewhat customersget Makeitobvious forpeopletofind whattheyneed  This provides insight into the after sales experience  Self-service interaction, no need to call or wait  Opportunity to personalize the experience WhatitDoes  Search can make or break the experience  Most people will be searching for support around a product  Make it easy for them reach out to a person ThingstoRemember
  17. 17. 16 eDynamic, Monday, May 5, 2014 PresalesEngagement: SupportCenter
  18. 18. 17 eDynamic, Monday, May 5, 2014 PresalesEngagement: SelfServiceDemos Demoyour softwarewith theirdata Sign-upfor ongoing engagement Makeiteasyto getstarted—no creditcard Ademothat movesinto production  Let them demo the actual software—let them experience your support and community  It is an easy step for them to take it into production once started WhatitDoes  Make this a key sales tool—no credit card, no commitment is EASY  Show them the options from moving up—where this initial demo can go  Again, get them to sign- up if they have not yet ThingstoRemember
  19. 19. 18 eDynamic, Monday, May 5, 2014 PresalesEngagement: Videos Usevideosonyour homepagetoquickly engagepeople Targeted3-5minute videosaddressspecific questionsquickly Customer testimonials buildconfidence  Builds confidence in your product and brand  Communicates product capabilities quickly  Validate the customer experience with your company WhatitDoes  Keep videos ‘bite size’— 3-5 minutes at the most  Enable viewing across devices—adaptive streaming  Provide a high- performance experience—consider using a content delivery network (CDN)  Look at Brightcove, Ooyala for delivery ThingstoRemember
  20. 20. 19 eDynamic, Monday, May 5, 2014 1. Youcannotavoid presaleseffortsfor complexB2Bsales 2. Presaleseffortsaffect the‘60%’priorto engagingsalesdirectly 3. Digitalpresales engagementshortens thebuyinglifecycleand reducescosts 3. Digitalpresales engagementarecross- channelactivities 4. Contentmarketingand segmentationanalysis arefoundationalfor successfulpresales engagement PresalesEngagement: KeyTakeaways
  21. 21. 20 eDynamic, Monday, May 5, 2014 20 1 2 3 4 CUSTOMER JOURNEY PRESALES ENGAGEMENT SALES FACILITATION PARTNER CHANNEL
  22. 22. 21 eDynamic, Monday, May 5, 2014 35% McKinsey & Company, 2009 35% OF CUSTOMERS FIND ‘TOO MUCH CONTACT’ A SELLING ACTIVITY THAT IS DESTRUCTIVE TO THE SALES EXPERIENCE
  23. 23. 22 eDynamic, Monday, May 5, 2014 Product Sale They have recognized a problem They have searched for a solution They have identified solution options They are investigating the options They are deciding on an option They have made a buying decision Finalize Pricing Sign Contracts SalesFacilitation: WhenDoesItStart? Product ComparisonProduct Comparison
  24. 24. 23 eDynamic, Monday, May 5, 2014 Goal: Closingthebusiness withthecustomer Traditionalactivities: 1. Contractnegotiations 2. Contractsigning 3. Invoicing OurSalesPerson SalesFacilitation: TraditionalApproach
  25. 25. 24 eDynamic, Monday, May 5, 2014 SalesFacilitation: CustomerPerception McKinsey & Company, 2009
  26. 26. 25 eDynamic, Monday, May 5, 2014 SalesFacilitation: DealRooms  Removes the paper- based management of documents  Eliminates the ‘email chase’ of tracking down the latest document versions WhatitDoes  Complete security for all parties  Can be integrated within your website to provide deal room portal functionality ThingstoRemember
  27. 27. 26 eDynamic, Monday, May 5, 2014 SalesFacilitation: ElectronicSignatures  Streamlines the document signing process  Eliminates the need for physical signatures, while still insuring authenticity WhatitDoes  Look for electronic signature services that work with deal room vendors—not all do ThingstoRemember
  28. 28. 27 eDynamic, Monday, May 5, 2014 SalesFacilitation: SubscriptionServices  Handles all the details of subscription based models—without you doing the heavy lifting  Provides complete reporting capabilities WhatitDoes  There are several vendors that provide these services  All have APIs that make it possible to fully integrate the experience with your website ThingstoRemember
  29. 29. 28 eDynamic, Monday, May 5, 2014 1. Creatingasimple, convenient‘closing’ processimprovesthe overallcustomer experience 2. Manyoff-the-shelf servicesexistthatcanbe integratedwithyour websitetocreate seamlessexperiences 3. Whenchoosingvendors, confirmwhichservices are‘pre-integrated’and workwitheachother 4. Theseonlinecapabilities shortentheclosingtime, whilereducingtheoverall costofsales SalesFacilitation: KeyTakeaways
  30. 30. 29 eDynamic, Monday, May 5, 2014 29 1 2 3 4 CUSTOMER JOURNEY PRESALES ENGAGEMENT SALES FACILITATION PARTNER CHANNEL
  31. 31. 30 eDynamic, Monday, May 5, 2014 50% “THAT MIDDLE GROUP OF 40-50% OF PARTNERS GENERALLY WANT TO SUCCEED BUT DON’T KNOW HOW, AND MANY VENDORS DO A POOR JOB OF ENABLING THEM.” Philip Moon, Channel Enablers, 2012
  32. 32. 31 eDynamic, Monday, May 5, 2014 PartnerChannel: IntegratedPortals  Can provide a single location for partners to access your services and information  Incorporates the same presales engagement functionality WhatitDoes  Maintain a single sign- on environment—no one wants to remember multiple passwords  Make sure that partners also have mobile enabled experience— many are on the road ThingstoRemember One-stop shoppingfor partners Singlesign-on acrossallweb properties
  33. 33. 32 eDynamic, Monday, May 5, 2014 1. Partnerportalsshouldbe anextensionofyour existingcorporate website—onebrand experienceforallvisitors 2. Allofthefunctionality supportingthecustomer lifecyclealsoapplyto partneracquisition 3. Communitiesand supportcentersspecific topartnersaresameas forcustomers,with contentandcapabilities exposedthrough permissions SalesFacilitation: KeyTakeaways
  34. 34. 33 eDynamic, Monday, May 5, 2014 Connectwithus 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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