Steven Woods KeyNote presentation

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Steven Woods KeyNote presentation

  1. 1. Road to RevenueBuying and Selling in 2012Steven WoodsSept 25th, 2012
  2. 2. Buying: Simplified
  3. 3. Status Quo
  4. 4. Interest is Piqued
  5. 5. The Ask I want more web analytics magic
  6. 6. Research
  7. 7. Social Influencers
  8. 8. Solution Options
  9. 9. Web Presence
  10. 10. Visualization
  11. 11. Mobile Options
  12. 12. Whitepapers
  13. 13. Social Community
  14. 14. Implementation Questions Will it integrate?
  15. 15. Technical Research
  16. 16. Social Media Questions Can I integrate everything?
  17. 17. Social Engagement
  18. 18. Blog Content
  19. 19. Webinars
  20. 20. Team Consensus It’s good
  21. 21. Purchase Attempt Can we buy it?
  22. 22. Decision Making
  23. 23. An optimally timed sales call We’re here for you
  24. 24. Finance Looks worthwhile
  25. 25. Undiscovered Stakeholders Gonna take your RSS budget
  26. 26. Objection Hunting
  27. 27. Support Portals
  28. 28. Consensus Again We want Webtrends
  29. 29. The Purchase Let’s get started
  30. 30. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  31. 31. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  32. 32. Changing World of Sales Product “Hope is not a Price “SPIN Strategy” – Rick Selling” – Page Personality Neil Rachman 32
  33. 33. Time with Sales is Decreasing 78% of business decision makers reporting a decrease in time with sales repsABM’s Digital Transformation study
  34. 34. Buyer Honesty is Low Buyers Do Not Tell The Truth on Web Forms
  35. 35. Online: Bob The Buyer’s Journey Bob the Buyer Vendor comparison Website: Data Inquiry: Community Whitepaper visualization Site: download Extensions Deep Dive: Product Search “Champion” Pages “vendor behaviorcomparison” (content forwarding) Social: Resolving objections
  36. 36. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  37. 37. Economic Filters on Information
  38. 38. Filters and Mass Availability
  39. 39. But Something Went Wrong
  40. 40. Economic Filters to Social Filters
  41. 41. How do Buyers discover information Passive: I happened to be ___ Influenced: and I noticed… I trust ____ and he/she says… Discovery… Active: I was looking for ___, and I found…
  42. 42. Buying Observations - It’s online - It’s about the buyer - It’s complicated
  43. 43. Complicated? Why?
  44. 44. vs.
  45. 45. Buying and the Funnel
  46. 46. Understand Buying – Drive Revenue Value Return Reach Velocity Conversion
  47. 47. Buying: Selling:It’s online Understand DBLIt’s about the buyer Be discoverable Analyze buyingIt’s complicated Build a Revenue Engine
  48. 48. So what do we do?5 short stories
  49. 49. Understand Buying – Drive Revenue Reach
  50. 50. Reach: Content is King‣ Penton/Leeson - Permanent magnet motor - Higher torque at lower speeds‣ Technical/Engineering buyer - Awareness Content Description Type Phase Understanding AC induction, permanent magnet eBook Awareness - Discovery and servo motor technologies: OPERATION, CAPABILITIES AND CAVEATS - Comparison Understanding Permanent Magnet Motor Webinar recording Awareness Technology Webinar‣ Results Sizing and Selecting Permanent AC Motors White paper Awareness Permanent Magnet Motors Rewrite of Jan 19th Discovery - 20k contacts Save Energy, Increase Efficiency article Understanding Permanent Magnet Motor Web seminar Discovery - 7400 actions Technology Executive Summary - 1100 leads Platinum e Product Sheet Basic Training Manual Product Sheet Training Manual Comparison Comparison Download a Permanent Magnet Motor CAD Model Offer
  51. 51. Understand Buying – Drive Revenue Value Reach
  52. 52. Value: Connect to Buyers’ Interests‣ STEMCELL - Specialty Biotech - 1500 products targeted at scientists‣ Advanced T-cell products - Specialized buyer‣ Activity-guided nurturing - 6 “trunk” emails - 4 “interest” paths (2-4 emails)‣ Only 2.4% of leads but 8% of revenue opportunities
  53. 53. Understand Buying – Drive Revenue Value Reach Conversion
  54. 54. Conversion: Think Beyond the Email‣ Infoblox - Network management and automation‣ Influencer-based Campaign - Book as content asset - Follow on Twitter as action - Daily draw based on Klout‣ Double goal - Event signup - IPv6 Thought leadership‣ 2M in opps, 10% of attendees
  55. 55. Understand Buying – Drive Revenue Value Reach Velocity Conversion
  56. 56. Velocity: Align Marketing with Sales Efforts‣ McAfee: Leader in security systems‣ Modular scoring - Base of Fit & Engagements - Boost for product or industry focus in sales‣ Results - Continual communication with sales - 75% reduction in time from lead to MQL - 16,000 hot leads created
  57. 57. Understand Buying – Drive Revenue Value Return Reach Velocity Conversion
  58. 58. Return: Not all Metrics Go Up‣ Platts: Leader in Energy publishing‣ Analyzed entire revenue flow - from contact to close - Bottleneck found in marketing-sales handoff‣ 64% reduction in lead flow - Increase lead accept from 30->70% - Marketing sourced business jumped from 22 -> 28%
  59. 59. Thank You

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