Outbound Marketing Tactics for an effective Sales Pipeline


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  • MAY 29, 2013 AT 5:33 PM One of the biggest mysteries of the midmarket is the total IT spend that takes place on services, software, hardware and networking equipment. Projections of actual dollars spent and allocation of IT as a percentage of revenue vary dramatically by company and industry. While industry pundits have long debated this issue, a Gartner initiative led by Research Vice President Jim Browning sheds light on the IT spending and behavior of companies considered midsize enterprises, typically employing between 100 and 1,000 workers. At the recent Midsize Enterprise Summit, Browning disclosed his latest research, which found that the average midmarket company spends 3.7 percent of its revenue on IT-related projects in 2013, compared to the 3.8 percent of revenue that they spent last year. That amounts to a great deal of high-tech purchases from vendors and solution providers. Gartner’s prediction for SMB IT spending this year is $901 billion, up from $868 billion last year with estimates that spending will cross the $1 trillion mark by 2015. James Browning, Gartner Browning told attendees at the recent MES Conference (pictured right) where those IT dollars are being spent and how midmarket CIOs are struggling to meet the demands of their organizations, given relatively small budgets and resources. For instance, Gartner’s research shows the percentage of IT spending as a percent of operating expenses went down from 5.3 percent in 2012 to 4.7 percent in 2013. Meanwhile, IT spend per employee rose from $12,724 in 2012 to $13,164 in 2013. On average, midmarket CIOs are trying to meet the demands of their organizations with IT departments that have between five and thirty employees, a number that has not changed over the past two years. Although midmarket organizations’ investment in IT may be less than CIOs hope, it does not diminish the fact that IT departments still have a strong hand in driving business forward. The fact that the amount of spend on operational expenses decreased slightly provides a little bit of “wiggle room” for innovation. “ IT spend as a percentage of revenue alone does not reflect IT’s contribution to business value,” Browning cited during his presentation. CIOs are dealing with relatively slim budgets and resources, and they are also facing more pressure from their CEOs to justify IT investments. “CIOs need to quantify the business value of every IT investment you make and know the total cost associated with it,” said Browning. Browning offered four rules for CIOs to use in managing IT: No. 1: Do less with less. “Do more with less” is a common advice given to midmarket CIOs today, but Browning’s advice is to do less with less. Evaluate all your IT projects and determine the extent to which each one supports long-term business goal in your organization. No. 2: Standardize wherever possible. Try to reduce the number of vendors and partners that you work with, and create simpler IT environments that are easier and less expensive. Standardization leads to lower total cost of ownership and improved manageability. No. 3: Segment your users. One-size-fits-all solutions rarely works today. Provide your users with the functionality that they need to do their job, but be careful because having too many user profiles will increases cost and support costs. Browning suggests that most organizations should have between 3 and 5 user profiles. No. 4: Consider “good enough” where possible. According to Browning, “good enough” solutions are usually appropriate for 70 percent of your IT requirements. Embrace new IT delivery options and evaluate alternative sourcing models for every system upgrade. According to Gartner, IT spending is largely devoted to non-differentiating activities. From 2008 to 2012, the costs to simply run an IT department consistently averaged about 65 percent of the budget, leaving 20 percent to be spent on growth and 15 percent to be spent on transformation. “ Prioritize your business spending to allow your business to win,” said Browning. “It's important to divest and rationalize existing IT systems in order to make room to grow and transform your business.” Browning told the midmarket IT executives to constantly analyze their portfolio of projects and IT strategy to prioritize initiatives around the most important goals of their organization. Applications such as email and financials, while they can be mission-critical, are not market-differentiating. Use “good enough” technologies” he said. - See more at: http://www.xchange-events.com/newsletter-articles/gartner-researchs-4-basic-rules-for-it-spendinga/#sthash.6SYKl0hB.dpuf
  • Over a period of time , we can assess the individual customer response across webinars and campaigns
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  • Outbound Marketing Tactics for an effective Sales Pipeline

    1. 1. 3 Routes to building an EFFECTIVE Sales Pipeline Part -1 Outbound Marketing Tactics Samit Arora Founder Director, SalesPanda info@salespanda.com
    2. 2. Agenda • About SalesPanda • Objective of this webinar series • 3 Routes Overview with Part-1 focused on OUTBOUND • 5 STEPS to improve Outbound Effectiveness • How SalesPanda can help
    3. 3. About SalesPandaTM • SalesPanda is a collaborative selling where technology sellers across the industry can exchange their ‘extra’ leads, contacts and client information. • These are leads, which are relevant but cannot be addressed by their company
    4. 4. SalesPanda Information Exchange Seller A From Company X Seller A From Company X Seller B From Company Y Seller B From Company Y Seller C From Company Z Seller C From Company Z Sells ERP Sells Networking Products Sells Server and Storage Extra Leads •Server •Storage •Mailing •Networking •Infra Services Contacts Company Information Extra Leads •Mailing •Networking •Infra Services Contacts Company Information Extra Leads •Server •Storage •Mailing •ERP •Infra Services Contacts Company Information
    5. 5. SalesPanda Partnership Exchange(Planned for Sept 13) OEM/DistributorOEM/Distributor ISV, Business Partner ISV, Business Partner Appoint new ISVs Align with new OEMs/Distributor System IntegratorSystem Integrator OEM, Business Partner, ISV OEM, Business Partner, ISV Find Consortium Partners Co-bidding with SI System IntegratorSystem Integrator Business Partner, ISV Business Partner, ISV Subcontract Projects Provide Resources Channel Management Co-Bidding Sub- Contracting
    6. 6. Objective of Webinar Series Help SMB IT companies independently build an effective sales pipeline using different marketing tactics on a sustainable basis.
    7. 7. Sales Pipeline Suspect Prospect Opportunity Deals Marketing Sales Suspect : Target set of customers who have potential to buy your product or service Prospect : Suspects who show interest in your product or service Deals : Opportunities where your product is being considered and evaluated by the customer Opportunity : Prospects who are willing and have the capacity to buy your product
    8. 8. Effective Sales Pipeline • 30-40 times your revenue targets • Spread across products you sell • Has profitable deals • Pipeline should not be skewed by few large deals • Helps sales team focus on deals and not on qualifying the pipeline
    9. 9. 3 routes Effective Sales Pipeline Integration leads to Maximum ROI Each method has its individuality
    10. 10. Outbound Marketing • acts as the first hook and increases brand awareness • Seth Godin* coined the term ‘Interruption Marketing’ to describe this method of reaching out to your customers. • buy, beg, or bug your way in • send the message out using different mediums e.g. buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, email marketing, telemarketing and traditional advertising *SETH GODIN has written fourteen books that have been translated into more than thirty languages. Every one has been a bestseller. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.
    11. 11. Why Outbound : Coz it STILL works ! • Its Direct- made to order • Its fast and has great measurable ROI • Easier to create the content • Predictable- you know what you are doing • Reaches beyond internet audience
    12. 12. 5 Steps to improve effectiveness of outbound marketing
    13. 13. • Understand target vertical & your solution fitment there • Select the right database • Have a content plan in place • Integrated approach • Measure and improve 5 Steps !
    14. 14. 1. Know your target vertical and solution fitment
    15. 15. Manufacturing Industry Approach Security Application Integration & BPM Hardware and Storage Business Analytics across the board Email & Collaboration Networking, DC/DR Infrastructure and Endpoint Management
    16. 16. Banking Industry Approach Business Analytics across the board Security Application Integration & BPM Hardware and Storage Email & Collaboration Networking, DC/DR Infrastructure Management
    17. 17. 2. Select the RIGHT database “If the ladder is not leaning against the right wall, every step we take just gets us to the wrong place faster.” ― Stephen R. Covey
    18. 18. IT Spends in Perspective Industry *IT Spend   Globally India BFSI 4-5% 2% Manufacturing 3-4% 1% IT/ITES 3-4% 1% Travel & Transporation 1.5% 0.75% Operational and Maintenance 70% New Projects (except mega initiatives) 30% Solution Size Project Spend IT Spend (Manuf) Turnover 25L 50L 5-6Cr(2-3 cr new projects) 600Cr+ Representative Case * Rough Estimates
    19. 19. Whom to Reach ? Verticals? IT Spends/ Size of companies? Whom to contact - CIO or Infra Head LOB execs or both Geographical preference/ limitation
    20. 20. 3. Have a content plan
    21. 21. Content is the key to engagement Website Landing page Articles/Blogs/ Thought Leadership Social Media Presence – Linkedin, Twitter You tube videos/ Slide share presentations Product Presentations Data Sheets/Demos Customer Case studies
    22. 22. Content helps in Lead Nurturing & Progression Customer Engagement Level Interested Engaged KeenCurious Committed Digital & Direct Mailers Webinars Events Tele -marketing Face to face Meeting
    23. 23. ‘What Content’ at ‘What Stage’ Create Awareness |Attention Talk About Industry trends, Business problems, Challenges Use Articles/ Whitepapers/Videos Generate Interest Lead towards Purchase Showcase| Demonstrate Use Web content/ Newsletters/ Datasheets/Case Studies Use Case studies/ Testimonials/ Datasheets/ E-learning Use Whitepapers/ Ebooks/ Brochures/ Microsites Talk About Comparison, Product Fitment, Demo Talk About Subscription, Order, Conversion Talk About Advantages, ROI, Business case, USP
    24. 24. 4.Have an integrated approach
    25. 25. High Level Process Acquire and Organize Database Conduct Webinar and sales plays, awareness, enablement Engage sales team to pursue – sales assistance Keep updating interactio n informatio n and customer profile Call to invite people to webinars Create EDM Assimilate Content, Send out Email campaig n (Invite to Webinar) Followup on Webinar attendees , email responses and calling to establish need Promote webinar or other initiatives on social media as applicable Telecalling for lead generation Research and Prioritize target based on size, vertical and other criteria. Invite to other events and webin ars
    26. 26. Integrated Communication
    27. 27. “Customer is NOT God Customer is the King God Forgives King Does NOT” -Author Not known
    28. 28. 5. Measure and improve
    29. 29. Technologies and Platforms • Email – Benchmark Mail, MailChimp, NetCore o Manage Lists, See results (bounced, opened, links clicked etc.) • Webinar – Citrix gotowebinar, Webex, Lotus o Manage, conduct, reminder and follow up mails, detailed registration and attendance reports o VOIP presentation with screen and application sharing • Database o Dun& Bradstreet, Fundoodata, Dataguru, SalesPanda
    30. 30. Key metrics • Telemarketing o Quality DB o Calls and Connects o BANT Parameters • Email marketing o Open rate o Bounce rates o Click rates • Webinars o Registrations o Attendee Spread o Attendee profile
    31. 31. Electronic Mailers Insights Response by geography Monitor Open and Click Rates
    32. 32. Typically 35% of registrants finally attend the webinar Single Customer View Total Registrations 233 Unique Organisations (Registered) 154 Total Attendees  84 Unique Organisations (Attended)  55 Webinar Name Webinar ID Actual Start Date/Time Actual Duration  (minutes)  Clicked Registration Link Opened  Invitation Total Attended Sample Attendee Report Details Sample Analysis Webinar Insights
    33. 33. How can SalesPanda help ?
    34. 34. SalesPanda Information Exchange Seller A From Company X Seller A From Company X Seller B From Company Y Seller B From Company Y Seller C From Company Z Seller C From Company Z Sells ERP Sells Networking Products Sells Server and Storage Extra Leads •Server •Storage •Mailing •Networking •Infra Services Contacts Company Information Extra Leads •Mailing •Networking •Infra Services Contacts Company Information Extra Leads •Server •Storage •Mailing •ERP •Infra Services Contacts Company Information
    35. 35. SalesPanda Platform • Sellers can upload extra leads they come across to exchange them for leads related to their business • Higher productivity as same number of meetings give more usable leads • Visiting cards can be kept on cloud and accessed anytime • Easy to upload leads via SMS and email. o Collaborative account management for key accounts o Lead alerts based on solution, geography and vertical industry
    36. 36. SalesPanda Positioning Demand Generation Capability CostEffectiveness Circle Size Denotes Lead Quality Telemarketing SalesPanda CPC Campaigns Email Marketing Mass Events Webinars Social Media Marketing SMS Marketing CXO Events
    37. 37. What can SalesPanda offer ? • 30,000 Enterprise company database • 50,000 CXO contacts by July end. • Strong CIO,CMO, CFO, CHO database • 100 new leads added monthly, will go upto 200 + • Use On-Demand It can be used FREE !
    38. 38. SalesPanda “Partner Offer” How it works •Take a database of 200 contacts of your choice for 5000 credits •Call on this database, generate leads •Use leads of your choice, extra leads you send to us •We credit 500 or more credits for every lead you send and you download more data FREE •Write to us on info@salespanda.com if you want to avail this offer
    39. 39. SalesPanda “Partner Offer” What you get •FREE database for you •FREE mentoring on marketing process, call script and pitch What you need to give •Upload extra leads on SalesPanda to earn credits back
    40. 40. What Next : Upcoming FREE Webinars • August 7th : Career Path for IT sellers Speaker : Rajeswari Murali, (Ex) Lead Principal , Infosys Leadership Institute, (Ex) Director Hewitt •We’ll cover different career option for IT sales and marketing professionals and skills needed • August 21st : Inbound Marketing Tactics Speaker : Samit Arora, Founder Director, SalesPanda Agenda : How to use Inbound marketing to build an efficient sales pipeline. It will cover Blogs, Social Media Marketing, SEO,Landing Pages
    41. 41. Thanks Be a SalesPanda, Sell Socially, Simplify your Life ! Samit Arora Founder Director, SalesPanda info@salespanda.com