In his Heavybit talk, Brian Doll shares bottom-up sales approaches & messaging considerations for moving into the enterprise. He recommends a ‘do things and tell people’ approach as a critical component of developer marketing and provides actionable tips for companies looking to grow.

1. Reify
Champions & Buyers
@briandoll // @ReifyWorks

2. !
" Selling top-down
vs.
bottom-up

3. Land and expand
More Usage: 📈 ➜ 📈📈📈
More Users: $ ➜ %&'()$*
More SKUs: 🍎 ➜ 🍎🍊🍑🥝

4. / Persona
💰 Value proposition
🔑 Key Features
🚲 Sales Cycle
💵 Average deal size
🎁 Marketing assets

5. Developers
as buyers

6. Virality is built on vanity

8. 280
40
Blog posts by the end of 2008
Blog posts by launch in April 2008

10. Replies should include a URL
5 Write it down
Document, don’t create

12. To developers:
• Best tool for the job
• Ease of use
• Workflow
• Features

13. To management:
• Team communication
• Time to market
• Efficiency
• No training required

14. To executives:
• Insourcing
• Innovation
• Industry best practice
• Talent development

15. Developer
ChampionDevelopers
as champions

24. Economic
Buyer
Targeting
economic buyers

25. Reduce friction
in the sales process
Reduce friction
in the sales process

26. Here’s a giant
security checklist,
can you fill it out
for us? Thanks!

28. We’re moving apps to
the cloud but now
everything feels
chaotic.

30. This seems crazy
expensive!

33. 🏙 “Enterprise” / “POC”
🔐 Corporate authentication
☎ Service level agreements
📜 Custom contract
: Account manager
🛣 Product roadmap
🤑 Discounts
😂 On-prem (AWS lol)
The “Closing Big Deals” Starter Pack

36. ✅ Update messaging for your target buyer
✅ Create an anchor resource (Intro to SEO)
✅ Promote the paid trial, not “sign up”
✅ Begin targeted sales outreach
✅ Create case studies and write about successful SEO tests

37. Reify
Thanks!
@briandoll // @ReifyWorks