How to Educate and Convert in Competitive SaaS Markets

@uberﬂip#uberwebinar
How to Educate & Convert
in Competitive SaaS Markets
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Ben Sardella
Co-Founder & CRO, Datanyze
@bensardella

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on

Stick Around For a Demo

What we’ll cover
§  How to make sure you’re in the deal
§  How to work the deal in your favor
§  How to build conﬁdence with collateral

How to make sure you’re in the deal

The silver bullet data point
BUYING TRIGGERS

There is a silver bullet in sales - when you get to highly motivated decision makers
at exactly the right time: after they experience a ‘trigger event’ … before they call
your competition. When you have the right timing the sale almost happens itself.
CRAIG ELIAS
Author of SHiFT!

Technology data
COUNTDOWN TO RENEWAL

Technology data
REAL-TIME ALERTS

Technology data
REAL-TIME ALERTS
CURRENT STACK

Buying cycle information
DISCOVERY CALL CHECKLIST
ü  In the home stretch or preliminary search?

ü  Criteria used to evaluate solutions?

ü  Criteria used to evaluate solutions?
ü  Ease of implementation and integration?

How to work the deal in your favor

§  Frame the talk

§  Ditch the pitch

§  P.O.W.N.
(Problems, Opportunities, Wants, Needs)

§  P.O.W.N.
(Problems, Opportunities, Wants, Needs)
§  Recommend

How to build conﬁdence with collateral

CASE STUDIES

CASE STUDIES
BATTLE CARDS

CASE STUDIES
BATTLE CARDS
THIRD PARTY VALIDATION

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Forget
Coﬀee.

Content
Is
For
Closers


But, why?
Because
content
works.
But
it
also
changes
things.

By
2020,
85%
of
the
rela/onship

will
be
managed
without
talking
to

a
sales
person.

Content
is

everywhere
and

easy
to
access

People
are

more
informed

than
ever
before

The
lines
are
blurring

between
marke>ng

&
sales

76% of Content
Marketers Forget
About Sales
Enablement (!)

Marketing

Sales

Think
Like

Sales

Act
Like
Marke>ng

Internet

Person

Awareness
Implement
Purchase
Short
List
Solu>on
Problem

Marke>ng
Qualiﬁed
Lead
Sales
Follow
Up

Top

of
the

funnel

Middle

of
the

funnel

BoIom

of
the

funnel

Internet

Person

Awareness
Implement
Purchase
Short
List
Solu>on
Problem

Marke>ng
Qualiﬁed
Lead
Sales
Follow
Up

Top

of
the

funnel

Middle

of
the

funnel

BoIom

of
the

funnel

Big
black
void
where

bad
things
happen.

Internet

Person

Awareness
Implement
Purchase
Short
List
Solu>on
Problem

Marke>ng
&
Sales
Lead
Qualiﬁca>on

Content
Marke>ng
&
Sales
Enablement
Content

I
think
I
have
a
problem,
but
I

can’t
quite
put
my
ﬁnger
on

it.

So
many
solu>ons!

I’ll
evaluate
the
top

three.

Got
it!
Now
I
need
to

research
my
op>ons.

Did
I
make
the
right

choice?
How
do
I
get

more
value?

Align
content
crea>on
with
insight
from
sales.

Address
(and
reinforce)
common
pain
points.

Create
content
that
manages
objec6ons.

Figure out what kind of content they need.

Questions to Ask
ü  What
are
the
top
non-‐product
related

ques>ons
you
get?

ü  What
are
the
common
pain
points?

ü  What
are
the
common
objec>ons?

Arm
your
sales
team

(and
your
champion)

to
manage

objec6ons.

@Uberflip @HanaAbaza
Empower
Reps

With
the
Right
Data

Buyer Personas
ü  Easy
to
digest
format

ü  Constant
reinforcement

ü  Develop
collabera>vely

Insights from
Audience Surveys
ü  What
kind
of
content
do
people
like

ü  What
kind
of
behaviors
do
they
exhibit

ü  What’s
important
to
them

@Uberflip @HanaAbaza
Empower
Reps

With
the
Right
Tools

Your
Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona
Content
must
be
easy
for
buyers

and
your
sales
team
to
ﬁnd.

Key Elements of an Effective
Content Hub for Sales Enablement

Well
organized

Easy
to
share
content
Integrated
with
process

Multi-dimensional Tagging
Marketing Mary
Demand Jenn
Do-it-all Dave
Content Marketing
Lead Generation
Sales Enablement
Product
Sales
Customer
By Buyer Persona By Topic Functionally

Use a Multi-Channel Approach with
your Audience and your Sales Team

QUESTIONS TIME!
hub.uberﬂip.com
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Ben Sardella
Co-Founder & CRO, Datanyze
@bensardella

How to Educate and Convert in Competitive SaaS Markets

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