2011 Sales & Marketing Best Practices

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2011 Sales & Marketing Best Practices

  1. 1. Sales & Marketing Best Practices Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing
  2. 2. Agenda <ul><li>Funnel/bowtie approach </li></ul><ul><li>Customer profiling & insights </li></ul><ul><li>Best practices by stage </li></ul><ul><li>Trade show best practices </li></ul><ul><li>Sales & marketing alignment </li></ul><ul><li>Questions </li></ul>
  3. 3. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  4. 4. Calculating what you need Assumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 238 Product B Sales # 8 9 10 11 38 Total Sales # 58 65 73 80 276 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # 150 170 190 210 Product B Pipeline # 25 28 30 33 Total Pipeline # 175 198 220 243 Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000 Product A Leads 1500 1700 1900 2100 Product B Leads 250 275 300 325 Total Leads 1750 1975 2200 2425 8350 Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
  5. 5. Customer targets <ul><li>Direct and indirect users </li></ul><ul><li>Influencers </li></ul><ul><li>Address entire buyer ecosystem </li></ul><ul><li>Map the full purchase path </li></ul><ul><ul><li>Personas & scenarios for training </li></ul></ul><ul><ul><li>Translate to SPIN selling questions </li></ul></ul>
  6. 6. The buying progression Solution Problem/Pain Objective/Outcome
  7. 7. Messaging development <ul><li>Pain and outcomes vs. features/benefits </li></ul><ul><li>Segment by industry </li></ul><ul><li>Segment by title/role/level </li></ul><ul><li>Focus on pain & pain killers </li></ul>
  8. 8. Diagnostic selling <ul><li>Diagnostic vs. consultative selling </li></ul><ul><li>Pain and outcome-based questioning </li></ul><ul><li>Quantify the pain, priority, value </li></ul><ul><li>Risk of change must be less than risk of staying the same </li></ul>
  9. 9. Content strategy <ul><li>Editorial calendar </li></ul><ul><li>Format and media diversity </li></ul><ul><li>Weekly editorial meetings (10 minutes) </li></ul><ul><li>Measure & convert </li></ul>
  10. 10. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  11. 11. Editorial calendar example
  12. 12. Social media for sales <ul><li>Target individuals and keywords </li></ul><ul><li>Watch for early-stage buying signals </li></ul><ul><li>Participate as a peer </li></ul><ul><li>Teach sales & customer service reps to interact directly </li></ul><ul><li>Use tools to manage, assign, etc. </li></ul>
  13. 13. Search Best Practices <ul><li>SEM </li></ul><ul><li>Pain and outcome before solution </li></ul><ul><li>Conversion over competition </li></ul><ul><li>Manage to ROI, not click efficiency </li></ul><ul><li>SEO </li></ul><ul><li>High traffic, low competition keywords </li></ul><ul><li>Custom content down the funnel </li></ul><ul><li>Outsource content development </li></ul>
  14. 14. Offer Strategies <ul><li>Topic more important than deliverable </li></ul><ul><li>Focus on customer needs vs. product </li></ul><ul><li>More tactical is better </li></ul><ul><li>Map content to lead/opp stage </li></ul>
  15. 15. Web events <ul><li>Three offers based on stage </li></ul><ul><li>Low-production options </li></ul><ul><ul><li>Expert Q&A </li></ul></ul><ul><ul><li>Teleconference </li></ul></ul><ul><li>Use polling questions to qualify </li></ul><ul><li>Slides, recording and transcript afterward </li></ul>
  16. 16. Trade show best practices
  17. 17. Strategy before the show <ul><li>Pre-show expectations </li></ul><ul><li>Establish & estimate required ROI </li></ul><ul><li>Pre-show buzz and appointments </li></ul><ul><li>Prospect approach strategy </li></ul><ul><li>After-show follow-up plan </li></ul><ul><li>Long-term conversion tracking </li></ul>
  18. 18. Tactics before the show <ul><li>Attendee list </li></ul><ul><li>Customer invites </li></ul><ul><li>Why prioritize your booth? </li></ul><ul><li>Joint offers w other exhibitors </li></ul><ul><li>Booth staff expectations & training </li></ul>
  19. 19. Booth Best Practices <ul><li>Make eye contact & say hello </li></ul><ul><li>Script the first five seconds </li></ul><ul><li>State your benefits in bold letters </li></ul><ul><li>Move longer conversations out of traffic </li></ul><ul><li>Value-added giveaways </li></ul>
  20. 20. Booth Bad Practices <ul><li>Scanning badges without context </li></ul><ul><li>Failing to qualify </li></ul><ul><li>Scanning for something better </li></ul><ul><li>Ignoring loiterers </li></ul><ul><li>Checking your email </li></ul><ul><li>Bragging about your hangover </li></ul>
  21. 21. Other Considerations <ul><li>Know your audience </li></ul><ul><li>Know the show rules </li></ul><ul><li>Learn from other exhibitors </li></ul><ul><li>Conduct & publish a postmortem </li></ul>
  22. 22. Sales & marketing alignment <ul><li>Single set of goals </li></ul><ul><li>Consistent definitions </li></ul><ul><li>Service level agreements </li></ul><ul><li>Daily/weekly dashboards </li></ul><ul><li>Shadowing </li></ul>
  23. 23. Leads & Opportunities
  24. 24. Six reasons why your sales (might) suck <ul><li>Are you selling to the right buyer? </li></ul><ul><li>Are you selling benefits or features? </li></ul><ul><li>Do you sound desperate? </li></ul><ul><li>Do your sales & marketing teams agree? </li></ul><ul><li>Do your customers want what you’re selling? </li></ul><ul><li>What are they saying behind your back? </li></ul>
  25. 25. 9 alternatives to cold calling <ul><li>Referrals (who, when, how) </li></ul><ul><li>Check back with past customers </li></ul><ul><li>Watch the social Web for buying signals </li></ul><ul><li>Participate in customer communities </li></ul><ul><li>Work with referral partners </li></ul><ul><li>Upsell current customers </li></ul><ul><li>Hire an appointment setter </li></ul><ul><li>Answer questions </li></ul><ul><li>Join the comment conversations on blogs </li></ul>
  26. 26. When prospects go dark… <ul><li>Try a different channel </li></ul><ul><li>Try a different contact </li></ul><ul><li>Share something unrelated </li></ul><ul><li>Try a different angle </li></ul><ul><li>Engage their influencers </li></ul><ul><li>Move on </li></ul>
  27. 27. Post-Sale <ul><li>Seamless hand-off </li></ul><ul><li>Onboarding </li></ul><ul><li>Multi-channel communication </li></ul><ul><li>Renewal, repeat purchase behavior </li></ul>
  28. 28. Questions?

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