What is the connection between digital marketing and sales growth? How do today's b2b buyers use the Internet and why is this crucially important for salespeople? Presentation given at Cleantech Finland's member event on 24 September 2014.

1. DIGITAL MARKETING AND SALES GROWTH - WHAT’S THE CONNECTION?
Cleantech Finland member event 24 Sep 2014
Kaisa Hernberg

2. WHO’S TALKING?
Kaisa Hernberg (@kaisamirjam) B2b sales, marketing, business development since 1998
–Edinburgh, Helsinki
–Target markets include Nordics, Baltics, UK, China, Russia, India, Brazil
–Owner, CEO, Frank Communications 2005 - 2012
–Consulted dozens of b2b professional organizations
–Board memberships in several organizations since 2005

3. ASIANTUNTIJA EPÄMUKAVUUSALUEELLA
•Talentum 2013
•For professionals and their supervisors
•Busts persistent myths about selling
•Guides professionals in handling workplace situations with a positive sales attittude
•Tips for supervisors on how to manage professionals who have a negative attitude to selling

4. WHAT DO THEY HAVE IN COMMON?

5. THIS IS YOU – AND EVERYONE ELSE – ONLINE

6. ATTENTION SPAN OF A HUMMINGBIRD
1. Images
2. Headlines
3. Fact boxes and other elements
4. Body text – IF their interest is aroused
The average web surfer…
Looks at…
Stays on one page for less than a minute
Reads bits and bobs here and there

7. THIS IS YOUR CLIENT

8. TODAY’S B2B BUYER
Initiates purchase process, because a need has been identified inside the organisation
Actively seeks information, particularly online
Wants to meet salespeople only, when 2/3 of purchase process is done
Trusts and relies on external experts, especially with large purchases

9. THIS IS WHAT YOU
NEED TO FORGET
”Solution
selling is
dead”
Harvard Business Review , July 2012

10. TODAY’S SALES PARADIGM
You need to convince customers online
•…before you have a chance to talk to them
You need to provide interesting content online
•…to build a credible expert image
You need to do this in less than a minute

12. KIITOS.
TACK.
THANK YOU.
谢谢.
www.cleantechfinland.com