How to Market & Sell When It’s Not ‘Business as Usual’

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This webinar is part of NVTC’s “Business Continuity in a Pandemic” series. Businesses are constantly adapting to change, but what do you do when it comes suddenly in the form of a global health and economic disruption? Your business can’t afford to come to a grinding halt, but it also can’t operate as usual. This webinar will discuss through a marketing and sales lens how you can stay engaged with customers and drive growth, particularly in the face of global uncertainty. The discussion will touch on: -The role of sales & marketing in the continuity of business operations -Concrete steps your organization can implement today to pivot your customer engagement strategies -The dos and don’ts of marketing and PR in times of crisis

Marketing

1
NVTC Webinar
How to Market & Sell
When It’s Not
‘Business as Usual’
Presented to NVTC
April 7, 2020

3
NVTC Webinar
THE ROLE OF
SALES &
MARKETING

5
NVTC Webinar
Now is not the time
to “sell.”
Determine how sales &
marketing can align with
the broader organization to
explore custom solutions:
● Free/trials
● Bundles
● Partner integrations
● Payment options
ORGANIZATIONALLY EXPLORE NEW WAYS
TO MEET CUSTOMER NEEDS
A List Of Fintech Firms Providing
Free Technology During The
Coronavirus Crisis
These 5 Tech Companies Are
Providing Free Remote Working Tools
During the Coronavirus Outbreak
Facebook, Google among those
kicking some cash over to Silicon
Valley communities affected by
coronavirus cancellations

6
NVTC Webinar
USE YOUR TECHNOLOGY/
RESOURCES TO BE A PART OF THE SOLUTION

7
NVTC Webinar
ADAPTING YOUR
ENGAGEMENT
STRATEGIES

8
NVTC Webinar
WEBINARS
PIVOT IN-PERSON TO VIRTUAL EVENTS
STREAMING VR

9
NVTC Webinar
CREATE VIDEO & AUDIO SALES ENABLEMENT CONTENT
1. Repurpose existing static content.
2. Add to your site to make your
company more searchable.
3. Capture leads from right inside
your content.
4. Increase conversions with more
engaging nurture emails.
5. Personalize your content and
delivery.
49%
Marketers that use video
are growing revenue 49
percent faster.
1 in 4
more than one in four
now listen to podcasts
weekly, or more often.

10
NVTC Webinar
● Strong user ﬂows
● CTAs
● Conversion points
● Compelling content
● SEO
MAKE SURE YOUR WEBSITE IS SETUP TO CONVERT
95%
of buyers choose a
solution provider that
provides them with ample
content to help navigate
through each stage of the
buying process.
(DemandGen Report)

11
NVTC Webinar
ENRICH YOUR DATA TO ENHANCE PERFORMANCE
Unify your
data sources
Automate
your scoring
process
Enhance
your lead
quality
Optimize
campaign
performance
Predict
behavior
and act

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NVTC Webinar
● Identify your high-value accounts and key players
● Coordinate targeted campaigns
● Personalize your communications
RUN A TARGETED ABM CAMPAIGN
80%
of marketers that measure
ROI say that ABM initiatives
outperform other marketing
investments..*
30%
of marketers that worked in
an account-based manner
reported a greater than
100% c-level engagement
increase.**
87%
of B2B marketers have
agreed ABM delivers a
higher ROI than other
marketing activities.**

13
NVTC Webinar
REEVALUATE YOUR AD SPENDS
● Are your B2B prospects stuck
at home?
● Evaluate ways to shift ad dollars
to meet them where they are…
○ Google search
○ Connected TV
○ Programmatic audio
○ YouTube

14
NVTC Webinar
EXPLORE CREATIVE BRANDING/
ENGAGEMENT OPPORTUNITIES

15
NVTC Webinar
SALES &
MARKETING
DOS & DON’TS

16
NVTC Webinar
DON’T: BE OPPORTUNISTIC /
PROFITEERING
DO: LEAD WITH A MESSAGE
OF COMPASSION & SUPPORT

17
NVTC Webinar
DON’T: OPERATE IN A
SALES OR MARKETING SILO
DO: COORDINATE
CROSS-FUNCTIONALLY

18
NVTC Webinar
DON’T: GO DARK WITH
ANALYSIS PARALYSIS
DO: COMMUNICATE
THOUGHTFULLY

19
NVTC Webinar
DON’T: PITCH REPORTERS
TONE DEAF ANGLES
DO: UNDERSTAND THE
NEWSCYCLE & PRIORITIES

20
NVTC Webinar
DON’T: OUTREACH BLINDLY
WHEN YOU WANT
DO: UNDERSTAND WHEN YOUR
AUDIENCE IS RECEPTIVE

21
NVTC Webinar
DON’T: MAKE
SHORT-SIGHTED DECISIONS
DO: PLAN FOR THE
LONG GAME

22
NVTC Webinar
DON’T: BE CAUGHT BY
SURPRISE
DO: CREATE A CRISIS
COMMUNICATIONS PLAN

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How to Market & Sell When It’s Not ‘Business as Usual’

1. 1 NVTC Webinar How to Market & Sell When It’s Not ‘Business as Usual’ Presented to NVTC April 7, 2020

2. 2 Concrete steps you can take today to pivot your customer engagement strategies The dos and don’ts of marketing and PR in times of crisis THE BLUEPRINT What do you do when you know you can’t come to a complete stop but also can’t move forward as if nothing has changed? The role of sales & marketing in the continuity of business operations

3. 3 NVTC Webinar THE ROLE OF SALES & MARKETING

4. 4 NVTC Webinar Rescue the pipeline. Navigate change. Preserve the brand. Protect revenue.

5. 5 NVTC Webinar Now is not the time to “sell.” Determine how sales & marketing can align with the broader organization to explore custom solutions: ● Free/trials ● Bundles ● Partner integrations ● Payment options ORGANIZATIONALLY EXPLORE NEW WAYS TO MEET CUSTOMER NEEDS A List Of Fintech Firms Providing Free Technology During The Coronavirus Crisis These 5 Tech Companies Are Providing Free Remote Working Tools During the Coronavirus Outbreak Facebook, Google among those kicking some cash over to Silicon Valley communities affected by coronavirus cancellations

6. 6 NVTC Webinar USE YOUR TECHNOLOGY/ RESOURCES TO BE A PART OF THE SOLUTION

7. 7 NVTC Webinar ADAPTING YOUR ENGAGEMENT STRATEGIES

8. 8 NVTC Webinar WEBINARS PIVOT IN-PERSON TO VIRTUAL EVENTS STREAMING VR

9. 9 NVTC Webinar CREATE VIDEO & AUDIO SALES ENABLEMENT CONTENT 1. Repurpose existing static content. 2. Add to your site to make your company more searchable. 3. Capture leads from right inside your content. 4. Increase conversions with more engaging nurture emails. 5. Personalize your content and delivery. 49% Marketers that use video are growing revenue 49 percent faster. 1 in 4 more than one in four now listen to podcasts weekly, or more often.

10. 10 NVTC Webinar ● Strong user ﬂows ● CTAs ● Conversion points ● Compelling content ● SEO MAKE SURE YOUR WEBSITE IS SETUP TO CONVERT 95% of buyers choose a solution provider that provides them with ample content to help navigate through each stage of the buying process. (DemandGen Report)

11. 11 NVTC Webinar ENRICH YOUR DATA TO ENHANCE PERFORMANCE Unify your data sources Automate your scoring process Enhance your lead quality Optimize campaign performance Predict behavior and act

12. 12 NVTC Webinar ● Identify your high-value accounts and key players ● Coordinate targeted campaigns ● Personalize your communications RUN A TARGETED ABM CAMPAIGN 80% of marketers that measure ROI say that ABM initiatives outperform other marketing investments..* 30% of marketers that worked in an account-based manner reported a greater than 100% c-level engagement increase.** 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.**

13. 13 NVTC Webinar REEVALUATE YOUR AD SPENDS ● Are your B2B prospects stuck at home? ● Evaluate ways to shift ad dollars to meet them where they are… ○ Google search ○ Connected TV ○ Programmatic audio ○ YouTube

14. 14 NVTC Webinar EXPLORE CREATIVE BRANDING/ ENGAGEMENT OPPORTUNITIES

15. 15 NVTC Webinar SALES & MARKETING DOS & DON’TS

16. 16 NVTC Webinar DON’T: BE OPPORTUNISTIC / PROFITEERING DO: LEAD WITH A MESSAGE OF COMPASSION & SUPPORT

17. 17 NVTC Webinar DON’T: OPERATE IN A SALES OR MARKETING SILO DO: COORDINATE CROSS-FUNCTIONALLY

18. 18 NVTC Webinar DON’T: GO DARK WITH ANALYSIS PARALYSIS DO: COMMUNICATE THOUGHTFULLY

19. 19 NVTC Webinar DON’T: PITCH REPORTERS TONE DEAF ANGLES DO: UNDERSTAND THE NEWSCYCLE & PRIORITIES

20. 20 NVTC Webinar DON’T: OUTREACH BLINDLY WHEN YOU WANT DO: UNDERSTAND WHEN YOUR AUDIENCE IS RECEPTIVE

21. 21 NVTC Webinar DON’T: MAKE SHORT-SIGHTED DECISIONS DO: PLAN FOR THE LONG GAME

22. 22 NVTC Webinar DON’T: BE CAUGHT BY SURPRISE DO: CREATE A CRISIS COMMUNICATIONS PLAN

23. 23

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