B2B Marketing should ENABLE Field Sales Teams
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For companies with technical products and a face-to-face sales cycle, marketing needs to support those human conversations to drive growth.
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B2B Marketing should ENABLE Field Sales Teams
- 2. Is your sales team getting the VOLUME OF MEETINGS And HOT LEADS you need to grow?
- 3. N E V E R B E F O R E H A S I T B E E N S O D I F F I C U LT T O … • Be heard over the roar of competition and digital information • Get meetings with key decision makers • Reach the influencers • Stay connected with buyers that are increasingly busy • Differentiate • Address both the buyer’s needs and your sales needs • Humanize ever more technical & complicated information • Speed up the sales cycle
- 4. Instead of adding one more sales person, W H AT IF you could….
- 5. INCREASE the SALES of your entire team?
- 6. But finding the RIGHT strategy can be daunting.
- 7. Marketing can feel like this.
- 8. New GROWTH requires NEW STRATEGIES. Let’s CHANGE how the market sees you.
- 9. Your buyer experiences only ONE SINGULAR RELATIONSHIP… Marketing must be a S ALE S E NABLE R in the complex B2B world.
- 13. YO U N E E D M A R K E T I N G T O • SUPPORT and feed your sales funnel • RESPECT the psychology of the decision maker • REACH the influencers • CONNECT you to busy executives • ELEVATE and differentiate • INSPIRE loyalty, belief & referrals • COMMUNICATE with humanity & heart • SPEED UP the sales cycle and create urgency • GROW your company
- 14. We help companies in complex markets, who are MASTERFUL in their delivery, tell their TRUTH to transform their GROWTH.
- 15. B E F O R E : Thompson Pipe Group • MULTIPLE NAME CHANGES • NO CONSISTENT BRAND • CHANGE RESISTANT • AGGRESSIVE GROWTH GOALS • NO MARKETING
- 16. A F T E R : 2013-Current Some things age better than others. Maintenance-free Flowtite® FRP won’t corrode. Instead, they deliver clean drinking water to communities year after year. It’s the dream of every municipal engineer. Other pipes may deteriorate, leak or even burst, but a Flowtite® pipe keeps its integrity under pressure. No waxing required. Flowtite® FRP. Engineers know. 1-225-658-6166 www.flo w t itepi pe. com • RENAME & REBRAND • STRATEGIC CONSULTING • ADVERTISING & PUBLICITY • SALES COLLABORATION • WEBINARS • EMAIL
- 17. B E F O R E : ISC Group • SUCCESSION PLAN • DIFFERENTIATION • MULTIPLE AUDIENCES • AGGRESSIVE GROWTH GOALS
- 18. A F T E R : 2014-Current • REBRANDING • MESSAGING • STRATEGIC CONSULTING • WEB DESIGN • BROCHURE DESIGN • ONLINE ASSESSMENT TOOL
- 19. B E F O R E : BRI Roofing • COMMODITIZED MARKET • REBALANCE TO PROFITABLE MARKET • UNDIFFERENTIATED MESSAGE • SALES PLATEAU
- 20. A F T E R : 2013-Current • REBRANDING • LOGO DESIGN • FLEET BRANDING • WEB DESIGN • MESSAGING • DIFFERENTIATION • STRATEGY • PHOTOGRAPHY • VIDEO
- 21. Titus: 2015-Current • STRENGTHEN PREMIER BRAND • MEDIA MANAGEMENT • PRODUCT LAUNCH • ADVERTISING • LANDING PAGES & TRACKING • SOCIAL MEDIA
- 22. W E D E L I V E R • Branding • Logo and identity • Naming • Strategic Consulting • Sales Training • Sales Presentations • Webinars • Workshops • Messaging • Content Marketing • Media Planning • Advertising • Trade Shows • Printed Materials • Web Design • Web Audit & Conversion • Social Media
- 23. A B O U T U S • Founded in 2013 • Based in Dallas Fort Worth • National client roster • Midmarket B2B specialists • Marketing & Sales collaboration • 13 seasoned marketing veterans • Process Driven • Strategic Creative • Passionate • Transformative • Fun • Faithful • Versed in complex & technical products and services
- 24. Your HUMANITY will speed up the sales cycle and CREATE A CHANGE in your customer relationship that has the POWER to TRANSFORM your company and your MARKET POSITION.
- 25. P U S H P L A Y Want to see more? Check our our reel at http://www.themarketingblender.com/see-our-work/ Connect with us on social media!
- 26. Mastery. Truth. Growth. Dacia Coffey, President | 817-851-5145 | dacia@themarketingblender.com
Editor's Notes
- This idea of ‘lift while you climb’ is why Blender came into existence. All ships lift with the rising tide. We believe that work is not a 4 letter word. That it is the expression of your best self and a way to bless the world at large through your strengths and contribution. Blender seeks to honor your work through marketing and help you to better help your clients. We believe this creates a domino effect of master, truth and growth that can ignite the mind, spirit and heart during business hours. Blender exists to help create the path in which we can climb together.
- What does your solution need to look like to create a cohesive experience for your buyer that converts interest into inquiry? What kind of marketing will move the sales needle? Messaging that resonates Marketing that supports the sales team and drives the sales cycle Messaging that follows buying psychology Smart Graphic design that shows instead of tells, differentiates and convinces at the gut level.
- IN addition, on average in today’s B2B world there are 7 influencers and decision makers in each decision, and on average, it takes 7 interactions before a company will engage with you. Sales reps, on average, only follow up twice. Marketing is how you can fill in the gaps.
- IN addition, on average in today’s B2B world there are 7 influencers and decision makers in each decision, and on average, it takes 7 interactions before a company will engage with you. Sales reps, on average, only follow up twice. Marketing is how you can fill in the gaps.
- It’s an awesome idea, but it’s not an easy one. There is a lot going on you need to consider. In your organization, there are considerations you are dealing with that relates to your growth and how to scale. In your market, there is competition, sketicism, budget and pricing considerations, in your marketing department: there is busyness, budget constraints, ROI, differentiation, messaging, advertising, sales.
- Next level growth require new strategies. What got you here is not what will get you to the next level. You need a strategy that plays to a larger crowd dna changes the conversation. To get to new heights of visibility and revenue, you need new strategies. The B2B sales exchange is complicated. It’s long, it’s technical, the dollar amounts are bigger, there is a lot o on the line for all parties involved. That means there is a lot of emotion. This is as human as it gets. Here’s where it gets really tricky. Psychologists know that when things get super complex, they human brain resorts to short cuts: heuristics. Without going too deep on this point, I will summarize by saying that B2B decision makers rely more heavily on their gut, emotion and prior experience than they realize. Your marketing needs to connect at this level≥ Where many go wrong is that they sales and marketing are not connected. Marketing can maximize the efforts of the entire sales force, but it takes the right process and POV to align with the sales cycle. And goals to set up for long-term success.
- Here is the key, in today’s loud and complex world, your buyer’s are getting information from a wide range of sources: referrals, online research, trade publications and trade shows, sales reps to name a few. So for you, this feels like multiple different buckets and communication channels that you need to address. It represents different “projects” and separate tools. But for your buyer, they have only one singular experience. It doesn’t matter if they got their information online, or word of mouth or from your email or sales rep, their experience of your brand and message is braided together into one continuous thread from which they make their decisions. Consistency and purposefulness at each interaction are key. If you get this right, you will walk in lock-step with your prospect through their decision making journey. Imagine it this way. Marketing is about designing the ideal space for you and your prospects to cross paths. Your buyer has a singular experience. Any dissonance or break in the consistency causes fear. Best case scenario, it only slows down the sales cycle. Worst, it drives buyers closer to your competition.
- You need to anticipate the buyer’s journey and be there every step of the way for them
- To connect your sales and marketing to maximize sales, you need to be sure that your marketing spend has a job. In a sales relationship, the buyer and sales rep go through a predictable path: introduction, building trust, closing the deal. Your marketing tools and spend should be mapped out based on how well they improve your sales teams success in each area. For example, if you need more leads, we focus on tools in the beginning such as trade shows, SEO, advertising, direct mail, social media. Building trust: If you are facing conversion issues, are prepping to grow or launch something new, or you are in an intense competitive environment, we make sure that once people know who you are, that your brand and anchoring materials build confidence and remove fear. Closing the deal: If you are facing indecision at the end of a sales cycle or you are losing them in the final hours, we look at the objections and fear that are sabotaging your efforts and what we can put in place to address this. Once you know strategically where you need to focus and what the job of each of your marketing tools is. You need to be sure that the messaging in each tool matches the buyer’s psychology and journey. By following a process based on how the decision maker thinks, you can avoid sounding like Charlie Brown’s teachers.
- Mirror their pain. It’s all about them. 70% of people make purchasing decisions to solve problems; 30% make purchasing decisions to gain something Teach them about their problem. You know more about this segment of their business. Show them a better way to make decisions. “Huh, I never thought about it like that.” Prove it: Data and story. Create urgency and make it personal. 60% of people prefer watching over reading text. -stories are 22x more memorable than facts alone -after presentations, 65% of people can remember a story, but only 5% can remember a stat Now you have earned the right to sell. Now in their minds they are wondering, ‘Wow, who are these guys? How do they know all of this?’ They are already asking themselves questions about you. They will be ready to hear your message.
- What does your solution need to look like to create a cohesive experience for your buyer that converts interest into inquiry? What kind of marketing will move the sales needle? Messaging that resonates Marketing that supports the sales team and drives the sales cycle Messaging that follows buying psychology Smart Graphic design that shows instead of tells, differentiates and convinces at the gut level.