This document provides tips for driving high-conversion inbound leads through disruptive messaging. It recommends messaging that is polarizing to pick an enemy and highlight pain, relevant to target the right roles, and insightful to teach audiences something new. An example messaging framework is given for scaling a business in a way that avoids missed targets and high turnover. The document concludes by assigning homework to review marketing materials and ensure communications teach audiences insights that disrupt inertia and drive high lead conversion.
Getting Back to the Basics of Lead GenerationSales Hacker
Lesley Collins - SurveyMonkey - Senior Sales Manager EMEA - Getting Back to the Basics of Lead Generation
http://www.saleshacker.com/saas/back-to-basics-of-lead-generation/
Visit SalesHacker.com for more sales hacks, tips, and tactics.
The Tools and Levers That Move Sales DevelopmentSales Hacker
The Tools and Levers That Move Sales Development
Daniel Barber, Director of Sales Development and Operations, ToutApp
Sales Hacker Conference, New York City 2015
Rapid Ramp - Building an Effective Internal Sales Enablement ProgramSales Hacker
Rapid Ramp: Building an Effective Internal Sales Enablement Program
Misha McPherson
Sr. Director, Sales Enablement
Sales Hacker Conference New York City
Getting Back to the Basics of Lead GenerationSales Hacker
Lesley Collins - SurveyMonkey - Senior Sales Manager EMEA - Getting Back to the Basics of Lead Generation
http://www.saleshacker.com/saas/back-to-basics-of-lead-generation/
Visit SalesHacker.com for more sales hacks, tips, and tactics.
The Tools and Levers That Move Sales DevelopmentSales Hacker
The Tools and Levers That Move Sales Development
Daniel Barber, Director of Sales Development and Operations, ToutApp
Sales Hacker Conference, New York City 2015
Rapid Ramp - Building an Effective Internal Sales Enablement ProgramSales Hacker
Rapid Ramp: Building an Effective Internal Sales Enablement Program
Misha McPherson
Sr. Director, Sales Enablement
Sales Hacker Conference New York City
Biggest misconceptions in modern sales: “Adding salespeople grows revenue”
Revenue should be predictable, in other words creating a revenue pipeline helps a company to have a consistent growth.
3 keys to predictable revenue:
Predictable lead generation
Sales development team to bridge the gap between Sales & Marketing
Consistent sales systems
- by Promptcloud.com
It’s counter intuitive, but if you want your salespeople to challenge the status quo and create value with discovery questions, I believe they first need to know the answers before they are able to ask the questions.
Why? Imagine you’re directing someone to a destination: They’ve misinterpreted your directions, and they are now lost. How are you going to get them back on course when all you have are written directions?
After working as a business partner at one of the largest question based sales methodology companies for 5-years, it was my experience that most salespeople find themselves in the same dilemma when they try to direct customers to value with questions. The customer’s answers never follow the sequential nature of the questioning model, because it’s too inflexible to adjust to the fluidity of a business conversation.
To get customers back on course, salespeople don’t need better directions, they need a map. If salespeople, for example, know the answers behind the questions, the answers will paint a picture that salespeople can use as a map. With this map, they can guide customers with directed questions to unrecognized or misunderstood problems, and thereby, create value for their product.
Sales Hacker Conference San Francisco - Kris Duggan - 10 Key Rules to Scale S...Sales Hacker
10 Key Rules to Scale Sales by Kris Duggan
Sales Hacker Conference San Francisco - November 6, 2014
Visit SalesHacker.com for more sales hacks, tips, and tactics.
"Winning The Professional Services Sale" with Aaron Ross & Ago CluytensAaron Ross
* Discover the #1 mistake consultants / sellers make
* Find out what the top–5% of rainmakers do
* Learn a simple messaging "mind trick”
* The “three pillars” of successful lead generation
* Bringing in revenue
Sales Hacker Conference San Francisco - Lincoln Murphy - Customer Success as ...Sales Hacker
Customer Success as a Growth Engine by Lincoln Murphy
Sales Hacker Conference San Francisco - November 6, 2014
Visit SalesHacker.com for more sales hacks, tips, and tactics.
Stuff we can learn from the Challenger Sales ProHans Demeyer
Studies show that Challenger sales are very successful in closing high value and more complex deals. What are some of the qualities we can learn and adopt to achieve that same level of success?
The relationship between Sales and Marketing teams can be like oil and water—antagonistic and unlikely to mix.
But for many successful organizations, Sales and Marketing teams work together in tandem—in a symbiotic relationship where the members of each team are helping the other succeed.
This creates a cycle of success:
- Content performs better when buyer personas are grounded in actual buyers
- Marketing passes on more qualified leads to Sales
- Sales gets content that they can actually use to handle objections and close deals
When it works, we call it "SMarketing" and it ensures that the entire organization is aligned with their actual buyers and the marketing engine is actually creating the right content and campaigns.
"Up and to the right" is the slogan of SMarketing as you can see in this infographic.
For small, community-based service businesses it is often hard to know what business development approaches are best.
Which activities and programs produce the best bang for your buck - word of mouth, direct advertising, e-mail and online marketing, participation in community events, or street-based “guerilla marketing?”
This webinar addresses best practices in the industry and offers practical advice on choosing the right and most cost effective strategy for your venture.
Joining the conversation are three experts with extensive experience in business development.
They discussed the latest and most cost effective strategies for winning over small business and nonprofit customers.
Integrating Social Media Into Your Marketing MixMichael Brenner
What is social media? What is its impact to business and how can we integrate social media into the marketing mix?
These are the questions discussed in this provocative review by Michael Brenner, Sr. Director of Global Integrated Marketing at SAP. Michael shows us that it is all about putting customers at the center of everything we do.
Biggest misconceptions in modern sales: “Adding salespeople grows revenue”
Revenue should be predictable, in other words creating a revenue pipeline helps a company to have a consistent growth.
3 keys to predictable revenue:
Predictable lead generation
Sales development team to bridge the gap between Sales & Marketing
Consistent sales systems
- by Promptcloud.com
It’s counter intuitive, but if you want your salespeople to challenge the status quo and create value with discovery questions, I believe they first need to know the answers before they are able to ask the questions.
Why? Imagine you’re directing someone to a destination: They’ve misinterpreted your directions, and they are now lost. How are you going to get them back on course when all you have are written directions?
After working as a business partner at one of the largest question based sales methodology companies for 5-years, it was my experience that most salespeople find themselves in the same dilemma when they try to direct customers to value with questions. The customer’s answers never follow the sequential nature of the questioning model, because it’s too inflexible to adjust to the fluidity of a business conversation.
To get customers back on course, salespeople don’t need better directions, they need a map. If salespeople, for example, know the answers behind the questions, the answers will paint a picture that salespeople can use as a map. With this map, they can guide customers with directed questions to unrecognized or misunderstood problems, and thereby, create value for their product.
Sales Hacker Conference San Francisco - Kris Duggan - 10 Key Rules to Scale S...Sales Hacker
10 Key Rules to Scale Sales by Kris Duggan
Sales Hacker Conference San Francisco - November 6, 2014
Visit SalesHacker.com for more sales hacks, tips, and tactics.
"Winning The Professional Services Sale" with Aaron Ross & Ago CluytensAaron Ross
* Discover the #1 mistake consultants / sellers make
* Find out what the top–5% of rainmakers do
* Learn a simple messaging "mind trick”
* The “three pillars” of successful lead generation
* Bringing in revenue
Sales Hacker Conference San Francisco - Lincoln Murphy - Customer Success as ...Sales Hacker
Customer Success as a Growth Engine by Lincoln Murphy
Sales Hacker Conference San Francisco - November 6, 2014
Visit SalesHacker.com for more sales hacks, tips, and tactics.
Stuff we can learn from the Challenger Sales ProHans Demeyer
Studies show that Challenger sales are very successful in closing high value and more complex deals. What are some of the qualities we can learn and adopt to achieve that same level of success?
The relationship between Sales and Marketing teams can be like oil and water—antagonistic and unlikely to mix.
But for many successful organizations, Sales and Marketing teams work together in tandem—in a symbiotic relationship where the members of each team are helping the other succeed.
This creates a cycle of success:
- Content performs better when buyer personas are grounded in actual buyers
- Marketing passes on more qualified leads to Sales
- Sales gets content that they can actually use to handle objections and close deals
When it works, we call it "SMarketing" and it ensures that the entire organization is aligned with their actual buyers and the marketing engine is actually creating the right content and campaigns.
"Up and to the right" is the slogan of SMarketing as you can see in this infographic.
For small, community-based service businesses it is often hard to know what business development approaches are best.
Which activities and programs produce the best bang for your buck - word of mouth, direct advertising, e-mail and online marketing, participation in community events, or street-based “guerilla marketing?”
This webinar addresses best practices in the industry and offers practical advice on choosing the right and most cost effective strategy for your venture.
Joining the conversation are three experts with extensive experience in business development.
They discussed the latest and most cost effective strategies for winning over small business and nonprofit customers.
Integrating Social Media Into Your Marketing MixMichael Brenner
What is social media? What is its impact to business and how can we integrate social media into the marketing mix?
These are the questions discussed in this provocative review by Michael Brenner, Sr. Director of Global Integrated Marketing at SAP. Michael shows us that it is all about putting customers at the center of everything we do.
Leveraging the StoryVesting Framework to Achieve Breakthrough Business Transf...RocketSource
Business transformation happens when you're able to provide impactful experiences both to your customers and to your employees. StoryVesting is the framework that guides you to that goal, but if you're looking for a basic roadmap, this isn't for you. This framework is steeped in intelligence, behavioral economics, and journey analytics.
Buyers have so much information available to them that they typically have already made 60% of their purchase decision before even talking to a sales rep. We need to change our sales process in order to support the buying process. Learn how to make this transformation by providing a relevant, personal, and delightful experience for each of your prospects from start to finish!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...Sorin Magureanu
Buyers have so much information available to them that they typically have already made 60% of their purchase decision before even talking to a sales rep.
We need to change our sales process in order to support the buying process. Learn how to make this transformation by providing a relevant, personal, and delightful experience for each of your prospects from start to finish!
This class fits into the "Close" stage of Inbound Methodology - by transforming the way we sell, we are able to keep up with our customers buying habits and close deals more efficiently.
http://academy.hubspot.com/inbound-marketing-certification/close/inbound-sales
Leads are drying up in the cloud and hosting industry. Hosting Providers are discovering that the old marketing strategies aren't working anymore. Lead gen requires a commitment to make marketing a part of your overall growth plan, understanding your buyers and their pains, and following out regimented 6 step process to producing useful content for your target buyers. Originally presented at HostingCon 2015 in San Diego. One of the most popular presentations in the Sales and Marketing track.
Derby HUG Inbound Sales workshop June 2016Emma Jones
June's Derby HubSpot User Group covered how to implement a more consultative sales & marketing approach which aligns with how prospects research and buy. Presentations covered how to implement an inbound sales process, and achieve sales and marketing alignment for smoother sales cycles and better qualified leads.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
SLS07. Buying Has Changed: Sellers Have NotSalesLoft
Today’s buyer has evolved. They leverage data to be more empowered than ever. Mark Roberge discusses how we, as sales leaders, must also evolve - particularly around talent, enablement, and compensation.
Top Takeaways:
. Data has changed the way we sell
. The old rep may not be able to climb the change curve
. Changes in hiring, training, and compensation plans drive the right behavior
31 Must-Read Social Media Marketing ArticlesBarry Feldman
Social Media Examiner rounds up its leading bloggers and media experts to list and comment on the year's most useful articles on social media marketing.
Why behavioural economics in b2b marketing will change what you do and how you do it. Insight into how the use of buyer psychology is changing how businesses can influence buyers and prospects throughout the buyer journey. For more information or to talk Behavioural Economics in business-to-business marketing email info@earnest-agency.com
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Inbound Certification Class 11: Taking Your Sales Process InboundHubSpot Academy
It’s not only the marketing world that is going through a transformation, it’s also the sales world. Reason being, the power is now in the buyer’s hand. This class will cover how your sales team can transform their selling process to be inbound.
Anti “Personal Brand”: The Damage & 35 Downsides of Building a Personal Brand...Sales Hacker
It seems everywhere you turn today, someone’s trumpeting that you ABSOLUTELY must build a personal brand.
That it’s your golden ticket to endless opportunities. Your quick-and-easy meal ticket to success. That you’d be absolutely crazy not to.
But in a land where everything has an opportunity cost, you have to ask: When can it hurt you?
What are the downsides of building a personal brand?
Live Email Tear Downs and How to Build Up Your Sales Org for the New Email Fu...Sales Hacker
This event will be an eye-opener for SDRs, prospecting AEs, and their managers.
You’ll SEE exactly how to improve your outreach. 👀
This isn’t just about tactics. Managers will want to pay attention too! We’re digging into what it takes to build an organization that excels in the inbox.
How to Put the “Person” in Personalization and Get 10+% Reply RatesSales Hacker
If your definition of personalization is still {Insert Name Here}, you’re in trouble.
Sending the same templated emails to prospects is going to land you right in the dreaded email trash folder alongside countless other unread and unanswered cold emails.
LeadIQ is on a mission to help you bring your cold email strategy out of the ice ages and into 2022.
Learn how to personalize to anyone with creative persona-based value props, specific and relatable subject lines, and clever transitions that will leave no email wasted.
2021's Hidden Sales Problem: This Playbook will 2-5X your PipelineSales Hacker
There’s a big sales problem hiding in plain sight and it’s sitting right at the top of your funnel. If it’s not corrected, your team will feel the negative effects throughout 2022.
We will be sharing a playbook on how to fix this lead chasing problem that slows down your sales team. This playbook will boost your pipeline, shorten your sales cycles, and book more sales meetings than ever before.
Your Global Sales Playbook: How to Take on International ExpansionSales Hacker
DocSA company can only be as big as its global ambitions.
International sales bring new markets, fresh revenue streams, unique talent, and a higher return on investment. But a methodical go-to-market plan is critical in ensuring that your organization is set up for success.
When appropriately composed, these strategies mitigate expansion risk and encourage efficient use of resources, timelines, and capital for global expansion. How can you avoid the most common international expansion mistakes?
Globalization Partners' Chief Revenue Officer, Diane Albano, joined us to share expert insight into building a global sales strategy that can dramatically improve the long-term outlook of your company.
A Repeatable Process for Crafting Perfectly Personalized EmailsSales Hacker
Writing a good personalized email is kind of like building out the perfect March Madness bracket, or selecting your own numbers for the next big lottery ticket. With email reply rates below 1% these days, the odds are incredibly stacked against you.
Check this deck to learn from Josh Braun and Ryan O’Hara how to create a repeatable process for creating personalized emails that will lead to double digit reply rates and more booked meetings.
How A 'One Team' Mindset Fuels Revenue Growth in 2021Sales Hacker
Macaroni and cheese. Bacon and eggs. Sales and marketing.
All of them should make the perfect team. But somewhere along the line, sales and marketing teams developed deep-rooted differences that need resolution. As organizations grow, this rift widens as the two teams act like two different organizations that plan, execute, and optimize two separate processes for the same buyer.
To develop a deeper understanding, we interviewed 1200+ global sales and marketing professionals - the largest-ever survey on sales and marketing alignment.
Learn from Stephen Pacinelli, Chief Marketing Officer at BombBomb and Brogan Taylor, Head of Enterprise Sales at Freshworks as they discuss the findings and share tactical ways to align the two in order to drive revenue and collaboration.
The Framework for B2B Sales Leaders to Develop a Customer Centric Business ModelSales Hacker
The way your customers buy has permanently changed. 80% of buyers say that the experience a company provides is as important as its products and services.
And with an overabundance of information available online, through countless channels, buyers are also armed with more information than ever before - sometimes more than your sales team.
The answer is a transition to deep customer-centricity, not just in theory, but in practice.
In this deck, Moxtra’s Head of Strategic Business Development, Nikhita Iyar discussed the steps B2B sales leaders need to take to shift to a more customer-centric approach, how to build a digital buyer experience that fuels revenue growth, and reaches and retains all potential customers.
Buyer Sentiment: How to use the Newest Data Source Available to B2B Sales TeamsSales Hacker
If your prospecting team is optimizing emails based on reply rate or open rate (yuck), this is for you.
Buyer sentiment data shows you how your prospect actually feels about what you said to them. In this deep-dive with real examples, we’ll explain how it’s different from buyer intent data and how frontline sales managers are using it to coach outbound sales teams to new heights.
In this session, we were joined by Kaitlen Kelly, Manager of Sales Development at Outreach, for an exclusive peek into the future of truly insights-driven prospecting!
3 Ways to Improve Your Inbound Process with AutomationSales Hacker
A successful inbound engine takes a whole lot of strategy and collaboration to pull off. The buyer experience and how quickly your reps get in front of your prospects is hugely influential on your close rates. This is something you may have experienced or are experiencing now — RevShoppe and their clients have seen this first hand and successfully transformed organizations into automation machines.
The common challenges that RevShoppe clients were experiencing around the inbound motion prompted RevShoppe to dig deeper into how companies are engaging their inbound prospects. They worked with a data science team to understand patterns in the inbound process across 400+ SaaS companies today.
In this deck, Patricia McLaren, Co-founder and CEO at RevShoppe, showed us the most shocking findings from their inbound research and taught us the steps to create your own successful inbound engine and buyer experience.
Comprehensive Encyclopedia of Sales Plays Cheat SheetSales Hacker
“The Comprehensive Encyclopedia of Sales Plays” to deliver an answer on the one overarching playbook — that can create predictable & repeatable pipeline for Sales teams of ALL sizes, SDR teams at ALL stages, and ALL based on data!
Comprehensive Encyclopedia of Sales PlaysSales Hacker
Since inception, the sales industry has historically had questions that have gone unanswered and substantial problems that have gone unsolved.
First, there’s the tactical ones: What makes the perfect cold call? How do I handle the objection “Send me an email”? What’s the perfect subject line? And when someone ghosts me, how do I re-engage with them in a way that gets the response I want?
And then there’s the bigger ones.. Why do my AEs fight with my SDRs on which meetings are TRULY qualified? Why does Marketing complain that Sales isn’t following up with their MQLs in a timely manner? Why does Sales complain that ALL of the marketing leads are “BS”? And what is the ONE playbook that will help my team drive predictable & repeatable pipeline, once and for all?
In this deck presensted by Becc Holland & Scott Barker for “The Comprehensive Encyclopedia of Sales Plays” to deliver an answer on the one overarching playbook — that can create predictable & repeatable pipeline for Sales teams of ALL sizes, SDR teams at ALL stages, and ALL based on data!
Defining sales enablement charter 2021Sales Hacker
What You'll Learn:
- Benchmark your enablement maturity for 2021 planning
- Solidify your current state and where you (enablement, sales, marketing) want to go
- Expand enablement’s impact across the entire go-to-market organization
How to Inspire, Grow, and Enable Your Teams (even in a Down Market!)Sales Hacker
What You'll Learn:
- How to build structures to move ambitious team members from SDR to AE and beyond
- How to help salespeople pivot into other roles in the org (Sales to Ops, Enablement, Leadership, or even Marketing!)
- How to inspire and retain talent that will carry your company forward (down market, or not)
How to Book More Meetings w/ “Persona-Based” PersonalizationSales Hacker
Ever been told that personalization is THE key to masterful sales messaging & more booked meetings?
Well, you’ve been lied to! Salespeople have fetishized personalized messaging for over a decade when, in reality, relevance is king.
The even worse news? Because you’re competing for your prospect’s attention, it falls on your shoulders to stay ahead of the pack & remain relevant.
Luckily for us, TJ Macke is revealing his framework for creating sales messaging that prospects actually read & respond to, and it’s called “persona-based” personalization.
Workshop: Breaking Down a Real Outbound Prospecting SequenceSales Hacker
With 2020 hitting the market hard, many sales leaders are facing less staff & resources while still being expected to hit (or exceed) quota.
With our customers facing similar squeezes, tried and true outbound tactics are falling flat, leaving us all scrambling to find that extra gear in our outbound sequences….TODAY!
In this presentation, Jeff Swan, Chief Playmaker at RevUp Sales, will demonstrate how to think critically about your sales messaging & sequences, so you can find an extra gear and book more meetings, while your competitors continue to fall flat with outdated (or worse, irrelevant) sales plays.
The Link between Sales Happiness, Performance and TechnologySales Hacker
That sales culture trumps strategy is not new. But can the culture of a sales team be based on “happiness”? How do catch-phrases like “work hard, play hard” impact the culture of the sales team? And does a happy sales team even lead to great performance?
These are the questions we set out to answer when we commissioned Harvard Business Review (HBR) to study the impact of a happy sales culture on business outcomes, metrics such as sales productivity and performance. The results break some long-standing myths.
Learn from our panel discussion that uncovers these insights. It brings together leaders who have built high performing sales teams with happiness at the core of their sales culture.
The Secret Recipe to Show Extreme Value to Your New Buyer: The CFOSales Hacker
What You'll Learn:
- What CFOs really care about in today’s environment
- How to reposition your value-prop to “CFO-proof” your deals
- Tips & tricks to increase your impact with intentional, value-driven meetings
- How to use extreme preparation to “earn the right” to engage with your buyers
3 Techniques That Will Transform Your Deal ExecutionSales Hacker
What You'll Learn:
- Why winning influence is critical for closing revenue.
- How to build trust and credibility with team selling.
- The #1 signal that all winning deals have in common.
From Call to Close: Three Strategies to Uplevel Your Entire Sales ProcessSales Hacker
The world of sales has changed. Sales teams across the globe are grappling with longer payment terms, enhanced deal scrutiny, and stalled sales motions.
As a sales leader, how do you ensure your entire sales process is keeping up?
Learn from Dan Templatement, RVP of Sales at Chorus.ai, and Ryan Neu, Founder & CEO at Vendr, to learn three proven strategies to re-engage and level up your entire sales motion - from call to close.
2. About me
•15 years in tech sales, 3-start-ups
– $500M in total acquisitions
• Last venture, Rypple, acquired by Salesforce (2012)
– top clients: Facebook, LinkedIn, Mozilla, Spotify, LivingSocial
• Rypple rebranded as Work.com
– retooled sales machine, grew business 450% in 9Q’s
3. Top 3 sales lessons learned
1. Selling stuff is hard!
2. People operate on inertia
1. Only your mother cares about how smart you are *
* 3b. Everyone else cares about results .
4. Lead conversion is about INERTIAL ju-jitsu
Reducing inertia makes it easy to buy from you!
5. We see great examples all around us
“Damn! I DO need to
start eating healthier!”
“Don’t know if I need this,
but it was right there…”
DisruptiveComplementary
6. Traditional lead conversion model
Marketing driven MQL’s
Sales convert here
Buyerinterestlevel
Large
Inertial
gap
MQL’s are low conversion, high effort
7. High intent lead conversion model
Buyerinterestlevel
Reducing inertial gap key to high conversion
Marketing driven MQL’s
Sales convert here Small
Inertial
gapHigh intent leads
8. Messaging that drives high intent leads
Polarizing
People get it quickly
Relevant
Message hits home
Insightful
Teaches something
10. Polarizing: pick an enemy (lead with pain)
• What BIG problem are you tackling?
• What universal issue are you improving?
• Who specifically your solution targets.
Examples:
• “Sales rep attrition costs your company millions”
• “Happy customers are your best sales people”
• “Accounting software for non-accountants”
12. People love to talk about polarizing messages!
Wall Street Journal (Oct/08): Get Rid of the Performance Review!
The Economist (Dec/08): The Rypple effect: A novel way to satisfy feedback junkies
Wall Street Journal (Apr/10): Yes, Everyone Really Does Hate Performance Reviews
New York Times (May/10): Time to Review Workplace Reviews?
Wired (Jun/11): How Facebook Uses Feedback Loops: Meet Rypple
Gigaom (Jun/11): Performance reviews 2.0: improving feedback for web workers
Forbes (Sep/11): Social Power and the Coming Corporate Revolution
Forbes (Jun/12): Applying Lean Startup Thinking To Managing Talent
Wall Street Journal (Jul/12): Leveraging the Facebook Phenomenon For Business
Forbes (Aug/12): Hacking Work
Forbes (Sep/12): Work.com Redefines what HR Software Is
13. Relevant: is the message on target?
• Is your customer’s pain part of your message?
• Are you focused on the right roles/personas?
HR
Execs
Sr. Mgrs
Buyer By Transaction
HR
Execs
Sr. Mgrs
Buyer By Revenue
14. Relevant: is the message on target?
• Is your customer’s pain part of your message?
• Are you focused on the right roles/personas?
• Are the words you’re using the right ones?
What can we learn
from this guy?
15. Insightful: teach your audience something new
• leverage the power of reciprocity to raise intent
• build value in your brand
• use insights to uncover hidden pain!
16. Example: scaling your business the wrong way
Missed
Revenue
Targets
Variable
Win Rates
90% of managers don’t spend enough time coaching,
motivating, and driving accountability
67% of reps will not make quota
40% of reps will leave in the first 12 months
Sources: The TAS Group, Objective Management Group Inc.
High
turnover
Unclear
Expectations
17. Example: reward for high engagement organizations
Reduced
turnover
Bersin Associates Study, June 2012
31%
17%
Increase in
goal attainment
Sales Executive Council, 2007
2-4XIncrease in
customer satisfaction
Aberdeen Group, 2009
Reduced
onboarding time
Salesforce customer survey, 2013
35%
18. Haven’t listened until now?
• Disrupt inertia to drive high conversion leads
• 3 messaging properties that reduce inertial gap:
– Polarizing: people get it quickly
– Relevant: message hits home
– Insightful: teaches something
19. Homework
• Make sure messages immediately communicate value
• Review the words you’re using in lead gen materials
• Segment your lead nurturing tracks by persona
• Ensure your communications teach something
Editor's Notes
Talk about 3 things:
Lead conversion: what drives high or low conversion
Messaging: 3 principles for driving high conversion (with some real world examples)
Homework: things you can do when you leave here today to reevaluate and tweak your lead gen operation
first acquired product to hit quota in first year
Disruptive messages are often rooted in pain.
Drive MQL’s by saying: Free iPhones
Polarizing: above the fold messages
Think about how infomercials work! How do they start off?
Universal can be for a specific group