Brief: “We just opened a new website. Now we want to start making sales through it. What should we do?”

1. McCann Worldgroup
Digital Sales Funnel
for B2B
McCANN Helsinki
08/2013

2. McCann Worldgroup
DIGITALISATION HAS CHANGED
B2B SALES LANDSCAPE IN THE
LAST 2 YEARS MORE THAN
PREVIOUS 18 YEARS TOGETHER
Jani Virtanen,
McCANN Helsinki

3. McCann Worldgroup
88% OF B2B DECISION MAKERS
STARTS PURCHASING
PROCESS FROM THE INTERNET
Google 3/2013

4. McCann Worldgroup
2 out of 3 potential customers don’t want to be in
direct contact with the sales personnel during the first
stage of purchase process (search for possible
suppliers).
If a supplier is not included in this search stage, it will
not be included in later stages 2 or 3. SUPPLIER
MUST BE FOUND IN FIRST STAGE.
Aalto University 11/2012

5. McCann Worldgroup
YOU DON’T FIND YOUR
CUSTOMERS ANYMORE.
- THEY FIND YOU.

6. McCann Worldgroup
B2B DIGITAL SALES
FUNNEL “SIMPLIFIED”
A systematic approach, methods
and tools to make company website
a lead channel for sales.

7. McCann Worldgroup
CASE
Digital sales funnel for Nordic VAD* in
3D infrastructure design software.
*Value Added Distributor

8. McCann Worldgroup
CEO’s brief to
McCANN
“We just opened a new website. Now
we want to start making sales through
it. What should we do?”

9. McCann Worldgroup
Attract and be easily found
in digital medias
Make visitors to stay
and find information from
company’s websites
Convert visitors into
contacts and leads by
activations
Make the best fit
of customer
and reseller.
VAD measures leads
satisfaction to learn about
reseller network and best
fits
Reseller get warm and best
fitted leads for sales
DIGITAL SALES FUNNEL FOR VAD

10. McCann Worldgroup
OWNED DIGITAL MEDIA,
TRAFFIC, CONTENT,
CAMPAIGNS
DIGITAL CONVERSION
POINTS AND PATHS
NURTURING AND
ENRICHING THE
CONTACTS
INTO LEADS
ENRICHED SALES
LEADS
SYSTEMS
AND TOOLS
GATHERING
CUSTOMER
INTELLIGENCE
MONITORING
AND ANALYSIS
MONITORING
AND METRICS
RESELLER
LEAD
CONTINOUS
DEVELOPMENT
DIGITAL SALES FUNNEL COMPONENTS FOR VAD

11. McCann Worldgroup
OWNED DIGITAL MEDIA, TRAFFIC,
CONTENT, CAMPAIGNS

12. McCann Worldgroup
OWNED DIGITAL MEDIA, TRAFFIC, CONTENT AND
CAMPAIGNS

13. McCann Worldgroup
OWNED DIGITAL MEDIA, TRAFFIC, CONTENT AND
CAMPAIGNS
NEWSLETTERS AND SURVEYS are used to stay on top the minds of the target
market.
SEARCH ENGINE optimization and marketing are used to drive traffic to your website
and the most relevant content concerning each search term.
SOCIAL MEDIA: Social media presence must put into order at least in terms of
search engine find-ability and authority. Also social media campaigns and advertising
to suitable professional networks are an option.
SEO/SEM
Newsletter,
Surveys
Social media
Websites
Offline
Onlline
marketing

14. McCann Worldgroup
CONVERSION

15. McCann Worldgroup
CONVERSION

16. McCann Worldgroup
CONVERSION
CONVERISION OPTIMIZATION STEPS:
1. Analysing the current state and analysing the conversion paths
2. Spotting gaps and problems (where and why)
3. Designing development plan (conversion paths and activations)
4. Implementing development plan (user interface, activation activities)
5. Continuous measuring and development
Analysis
Problems &
possibilities
Social media
Website
visitors
Visitors
data
(paths,
points)
Continuous
measuring
Development
plan

17. McCann Worldgroup
LEAD NURTURING
AND ENRICHING

18. McCann Worldgroup
LEAD NURTURING AND ENRICHING

19. McCann Worldgroup
LEAD NURTURING AND ENRICHING
Leads are enriched at the point of the first contact with few simple questions.
Resellers are now able to offer the most suitable solution in the right time, for the
right contact and for the right need. This has a straight impact on sales hit rate.
Visitors are converted into leads even though not in the buying phase right now.
Marketing automation processes are implemented to nurture and classify the
leads.
Lead
background
Lead’s
needs
Lead’s
buying
process
Right
solution
Best
reseller
Improved
hit rate
=
Lead database
Marketing
automation

20. McCann Worldgroup
LEAD FOLLOW-UP

21. McCann Worldgroup
LEAD NURTURING AND ENRICHING

22. McCann Worldgroup
LEAD FOLLOW-UP
To benefit nurtured leads, we use ‘lead dashboard tool’ to make follow-up
process transparent and efficient. It notifies reseller and the lead that the service
process has begun.
This makes sales process transparent, motivate resellers to be active and reward
the most active ones. This also gives VAD an opportunity to evaluate the resellers
and develop those relationships. . The quality of the service process is measured
by using automated NPS tool (net promoter score).
Leads
NPS
Data-
base
Feed-
back
Auto-
mation
Reseller
Evaluate, motivate, reward, develop
Lead
dashboard

23. McCann Worldgroup
MEASURING AND
THE METRICS

24. McCann Worldgroup
MEASURING AND THE METRICS
OWNED DIGITAL MEDIA,
TRAFFIC, CAMPAIGNS
DIGITAL CONVERSION
POINTS AND PATHS
Website visitors, traffic sources, time
spent on site, followers, number of
new contacts, email opening
percentages, sharing, google
searches.
Time spent on site, bounce rate,
sharing, contact base, business
proposals, number of downloads.
Number of closed deals
response time, satisfaction.
End-customer satisfaction,
reseller activity, service level and
results, NPS.
NURTURING AND
ENRICHING THE
TARGETS
INTO LEADS
ENRICHED
LEADS

25. McCann Worldgroup
CONTINUOUS
DEVELOPMENT

26. McCann Worldgroup
CONTINUOS DEVELOPMENT

27. McCann Worldgroup
CONTINUOS DEVELOPMENT
Business environment changes constantly, therefore also sales tactics and
strategies must adapt in an agile and proactive manner. That is why we
organize a development workshop once in a quarter to keep the sales
tactics as effective and proactive as possible.
Activities,
effectiveness
Results vs.
set goals
Development
& actions
Market &
competitors

28. McCann Worldgroup
GOALS FOR DIGTAL SALES FUNNEL FOR VAD (NEXT 12
MONTHS)
1. WEBSITE VISITORS: +100%
2. NUMBER OF BUSINESS PROPOSALS: +50%
3. THE AMOUNT OF DEALS THROUGH WEB: +100%
4. RESELLER ACTIVITY: Setting the desired level
5. CUSTOMER SATISFACTION AND RECOMMENDATIONS: Setting
the desired level (NPS value)

29. McCann Worldgroup 29
HEIKKI LEHTO, TECHNOLOGY DIRECTOR
Acknowledged digital business visionary and technology expert. The other founder of
Brandson. Customers: Mars, Matkahuolto, Huoneistokeskus, Realia Isännöinti, Delta
Auto, Sony, Nokia, Audi, Varma, Krogerus, Sergel, Vierumäki, SK Restaurants, Ruukki,
Nestle, IF.
JUHA-MATTI KOSONEN, SERVICE- AND CUSTOMER EXPERIENCE DESIGNER
Expert in user-experience- and digital service design. Former mobile application
entrepreneur. Customers: Itella, ISS, ComputerLinks, Oracle, Reaktor, Activeark, Evli
Bank.
JANI VIRTANEN, DEPUTY CEO, HEAD OF B2B
One of the Finland’s most experinced digital business strategists. Founder of
Brandson. Customers: Danske Bank, Motorola, Amadeus, Finnmatkat,
Huoneistokeskus, Forex, SK Restaurants, Tieto, Dovre.

30. McCann Worldgroup
Jani Virtanen
Deputy CEO, Head of B2B
McCANN Helsinki
http://jani.mccann.fi/
Jani.virtanen@mccann.fi
+358 400 717 961