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Hacking Sales - Sales 2.0 e Inbound Sales

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Hacking sales significa trasformare il processo di vendita grazie agli strumenti digitali di nuova generazione, tattiche e nuove strategie. Partendo dall’edizione “Hacking Sales: The Playbook for Building a High-Velocity Sales Machine” di Max Altschuler, l’obiettivo è far evolvere totalmente la figura del venditore integrandolo al moderno (inbound) marketer.

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Hacking Sales - Sales 2.0 e Inbound Sales

  1. 1. HACKING SALES Sales 2.0 e Inbound Sales DESP | Dipartimento di Economia, Società, Politica DANIEL CASARIN FACEBOOK | TWITTER | LINKEDIN | INSTAGRAM | SNAPCHAT daniel@advmedialab.com +39 345 5755352
  2. 2. 3 Unicità Ogni azienda è costruita in modo differente. Le variabili sono: il settore, dimensione e ciclo-vita delle commesse, il target di acquirenti, ecc.
  3. 3. Qual è il tuo “Sales Stack”? SCRAPING LIST CONTACT INFO OUTBOUND EMAIL CRM LEAD RESEARCH DEMOS PROPOSALS/DEALS CONTRACT
  4. 4. 6 “In a modern sales organization, leads and lead data span multiple applications. Being able to properly integrate the tools used to work a sales pipeline from start to finish is a must.” Wade Foster
  5. 5. List building
  6. 6. 8 Definire il profilo del cliente ideale.
  7. 7. Personas
  8. 8. Con quale prodotto sono in competizione sui miei potenziali clienti e posso generare (facilmente) interesse? Ad es. se i miei potenziali clienti utilizzano Facebook advertising possono essere interessati ad ottimizzare i propri investimenti con un software di analytcs.
  9. 9. Dove “vivono” o conversano i miei potenziali clienti sul Web? Ad es. se sto cercando di vendere la creazione di video online, inizio ad andare da chi scrive già contenuti ed eBook e li vende su Amazon o altre piattaforme e li convinco a provare ad utilizzare anche i video per vendere di più.
  10. 10. Quali riflessioni e punti chiave importanti posso estrapolare dalle mie precedenti vendite chiuse con successo e che posso utilizzare per quelle nuove?
  11. 11. 13 Web scraping E’ una tecnica fondamentale di hacking per ottenere informazioni dal Web e raccoglierli in modo esteso e il più possibile personalizzato.
  12. 12. 14
  13. 13. 18 Targeting key executives, influencers and high potential buyers
  14. 14. 20 Definire il tuo Total Addressable Market (TAM)
  15. 15. 21 Market size Total Available Market Served Available Market Target Market TAM = Highest potential of people who could possibly buy. SAM = People reached via current and standard sales channel. TM = low-hanging fruit: most easily and likely to buy.
  16. 16. 1. Sales Cycle, Average Contract Value, Win Rate 2. Industry (and Vertical), Employee Size, Growth Score, Location and Technology Stack 3. Company Specific Data
  17. 17. 23 Mappatura dei campi CRM e Company Database
  18. 18. TOP CXO - VP BOTTOM Marketing Manager Community Manager Sales Development Representative ICP Learning and Development Field Marketing Manager Sales Enablement Digital Marketing Targeting strategies
  19. 19. Linkedin Sales Solution
  20. 20. 26 Email verification and enrichment
  21. 21. Lead research
  22. 22. Leads type
  23. 23. Most of sales process has been completed by the time reps call on prospects. Prospects are more educated than ever, because data is everywhere. As a result, they expect sales reps to be just as educated.
  24. 24. Discover.ly, Rapportive, ecc.
  25. 25. Segmentazione
  26. 26. Outbound Email and messaging
  27. 27. ★ Esiste una lista di clienti targetizzati ★ La lista è pulita da duplicati ★ Hai idea di quanti contatti e aziende potenzialmente puoi raggiungere ★ Hai buona parte delle informazioni di contatto ★ Hai una lista ben segmentata
  28. 28. Il passo successivo: 1. Quale tipologia di messaggio è più efficace per generare un responso positivo? 2. Effettuare A/B testing e ottimizzazione continua delle template delle email? 3. Quali metriche e KPI posso utilizzare per passare al prossimo step? 4. Come creare una periodicità nelle spedizioni e per quanto devo continuare ad inviare comunicazioni? 5. Quali sono gli strumenti top nel B2B Sales e come posso utilizzarli? 6. Come posso utilizzare i responsi negativi e trasformarli in positivi?
  29. 29. Il messaggio? Hubspot, Attach.io, Close.io, Pipetop.com, YesWare, BreakThroughEmail, GrowthEverywhere, InsideSales, Pardot, Wishpond…
  30. 30. Un esempio?
  31. 31. A/B testing 1. Aperture > Oggetto 2. Click-through rate > Call-to-action 3. Response rate > Forza del messaggio 1. Spedisci almeno 50-100 email al giorno 2. Segmenta costantemente i risultati 3. Utilizza liste (leggere), basate sulla buyer personas
  32. 32. A/B testing 1. Aperture > 30-50% 2. Click-through rate > 20-35% 3. Response rate > 15-30% 4. Meeting organizzati > 10-20%
  33. 33. Cadenza 1. Da 1 a 3 “tocchi” per arrivare ad un primo lead “efficace” 2. Da 6 a 9 “tocchi” per qualificare il lead attraverso un periodo medio di 3 settimane prima di inserire il contatto in una Nurture Queue
  34. 34. Tool Cadence, Outreach.io, ToutApp, Yesware, SalesforceIQ, Cirrus Insight, PersistIQ, LiveHive, Hubspot.
  35. 35. Sales e customer success: 1. Fai molta attenzione alle parole utilizzate in questa fase 2. Non aver paura di sfidare le persone (in senso positivo) 3. Vendi prima alle persone, poi ai dipendenti, successivamente all’azienda
  36. 36. L’importanza del CRM
  37. 37. NOTES EMAILDOCS MARKETING DIALER SOCIAL RELATIONS LEADSSTORAGE INTEGRAZIONE TOTALE CRM
  38. 38. Lead nurturing
  39. 39. e poi?
  40. 40. 49 Essere rilevanti su Twitter, LinkedIn...
  41. 41. 50 Smettila di fare (rapidamente) quello che non funziona.
  42. 42. 51 Better & more predictable lead generation is the key to unlocking faster, predictable growth.
  43. 43. Crescita programmata e accelerata
  44. 44. Essere creativi
  45. 45. Ma soprattutto...
  46. 46. 55 Vendere il successo
  47. 47. PUSH PULL SMARKETING
  48. 48. 57 “The difference between sales and marketing is that marketing owns the message and sales owns the relationship.” John Jantsch
  49. 49. 58 blog.advmedialab.com/futuro Approfondimenti? Lascia la tua email
  50. 50. Grazie! Domande? DANIEL CASARIN FACEBOOK | TWITTER | LINKEDIN | INSTAGRAM | SNAPCHAT daniel@advmedialab.com +39 345 5755352

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