The Blended Pipeline: Course Preview with Marylou Tyler
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2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
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Key Points:
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2. Approach VC’s when they are in the investment and management phase - 3-5 years after they’ve closed their fund raise.
3. If you can’t show 20/30x return to cover carried interest, it is likely you won’t gain VC attention.
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1. You can see a 6%+ increase in net retention rate if you have a customer success leader.
2. Success vs Support vs Account Management = Proactive vs Reactive vs Scheduled.
3. Onboarding is crucial for retention - create a plan for ‘stuck’ customers.
4. A simple health score on your account is better than none - use whatever data you have access to and track it. (Subjective & objective and internal & external data)
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3. Learn about the key success metrics you need to track.
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1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
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5. A genuine go-to-market model considers every stage of the funnel.
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✔ Product lead growth will change B2B marketing to B2C2B marketing. Going to market through the end-user means you can reach a lot more customers.
✔ Reconsider your organisational design for success. Create Pods to focus on a specific goal.
✔ Analyse your funnel bottom-up and top-down to better understand how to improve at each stage.
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3. Keep your customers close - You will be remembered for how you reached out to your customers in a pivotal time.
4. Leverage your peer groups and ask other people for best practice and advice for navigating a crisis e.g. recession, low revenue.
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Konrad shares his secrets for getting results for almost a decade for clients such as: TikTok, Adidas, Hyundai, Thomson Reuters and Aggreko.
Key Points:
1. The curse of content saturation.
2. Why differentiation is a must.
3. How (and why) to truly know your audience.
4. Observing your industry, aka competitor analysis.
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6. Some ground rules to follow (or else).
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1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
How do VC's Work? - Jonathan Hollis
Jonathan Hollis from Mountside Ventures runs a session all about VC's themselves.
Key Points:
1. Put yourself in a VC’s shoes - find out where their cash is coming from.
2. Approach VC’s when they are in the investment and management phase - 3-5 years after they’ve closed their fund raise.
3. If you can’t show 20/30x return to cover carried interest, it is likely you won’t gain VC attention.
4. Ensure institutional investor readiness - be coachable and ready to build a long term relationship & be sure you are a company the VC’s are happy to boast to their investors about.
5. The objective of your first meeting with a VC is to get to a second meeting - ask questions!
Customer Success for the C-Suite – Why Churn Matters with You Mon Tsang
You Mon is the founder and CEO of ChurnZero, which helps subscription businesses fight churn with a real-time Customer Success platform. Before ChurnZero, he was the CMO of Vocus (now Cision) and CEO of its marketing automation business unit, OutMarket.
He is a serial entrepreneur, having founded four software companies, including ChurnZero, Biz360, and Engine140.
Key Points:
1. You can see a 6%+ increase in net retention rate if you have a customer success leader.
2. Success vs Support vs Account Management = Proactive vs Reactive vs Scheduled.
3. Onboarding is crucial for retention - create a plan for ‘stuck’ customers.
4. A simple health score on your account is better than none - use whatever data you have access to and track it. (Subjective & objective and internal & external data)
5. The bigger the company, the more complex a CS leader role. Ensure you hire the right person to handle your customer base.
Go-To-Market Fundamentals - Mark Walker
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
The Product Led Approach to Growth - Kieran Flannagan (VP Marketing Hubspot)
Topics Include:-
✔ Product lead growth will change B2B marketing to B2C2B marketing. Going to market through the end-user means you can reach a lot more customers.
✔ Reconsider your organisational design for success. Create Pods to focus on a specific goal.
✔ Analyse your funnel bottom-up and top-down to better understand how to improve at each stage.
✔ Align teams across your business by creating a universal language using the Sparketing Model
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Alex Theuma is founder and CEO of SaaStock, Europe's largest SaaS conference organiser. Alex is also the host of the SaaS Revolution Show in which he interviews SaaS founders and executives from around the world.
Key Points:
1. Never let a good crisis go to waste - pivot your business to see opportunity in challenges.
2. Be quick or be dead - companies that are agile and quick to change have a better chance of winning in a crisis.
3. Keep your customers close - You will be remembered for how you reached out to your customers in a pivotal time.
4. Leverage your peer groups and ask other people for best practice and advice for navigating a crisis e.g. recession, low revenue.
5. Outbound still works - tailor your messaging to acknowledge the pandemic’s impact on the SaaS community and wish your prospects well.
How to make your content Zig while the industry Zags - Konrad Sanders
Konrad Sanders leads a charming team of strategic word-slingers who go by the name of The Creative Copywriter. They're known in the biz for blending the science of strategy and psychology with the art of creative thinking, big ideas and 'real talk'. The goal: to help brands with brains get their words right and sell more stuff.
Konrad shares his secrets for getting results for almost a decade for clients such as: TikTok, Adidas, Hyundai, Thomson Reuters and Aggreko.
Key Points:
1. The curse of content saturation.
2. Why differentiation is a must.
3. How (and why) to truly know your audience.
4. Observing your industry, aka competitor analysis.
5. 5 ways to zig.
6. Some ground rules to follow (or else).
Sam Nelson - The Agoge Sequence: Getting in front of High-Priority Prospects
1. Cunnigham's Law states "the best way to get the right answer on the internet is not to ask a question; its to post the wrong"
2. Personalising the first email of your sequence will have compound interest.
3. Employing a triple touch strategy will to increase visibility.
4. Prove you're not a robot in the first line of every email.
5. When to spend personalising, and when so save time using templates.
Chris Haddow - Learning from the Past to Build for the Future
Chris Haddow from SwapCard is joined the broadcast to talk about maintaining an outbound strategy whilst being overwhelmed with inbound.
1. Focus on your base - build your foundation of revenue in your core market
2. Whenever there is a dramatic market shift, the ones who adapt are the ones who survive - ensure you pivot your execution model.
3. When you have high inbound demand you must stay on target - Segment the wave and focus on your target market.
4. Take intelligent risks - the reward must be 3x proportionately higher than the potential downside.
5. Don't get too comfortable with the inbound model during Covid19. Look to the future and hire accordingly.
Tae Hea Nahm - Surfing to Go-To-Market Fit
Some B2B enterprises struggle to unlock growth despite having happy customers and Product-Market-Fit.
In his talk, Tae Hea Nahm explained why a company needs to find Go-To-Market Fit to unlock growth. So how do you find GTM Fit?
His method is called “Surfing to GTM Fit.” Why surfing? Unlocking growth feels like the transition from paddling to surfing. Surfing is a three step process:
1. Catch the wave (finding the urgent customer pain to get leads).
2. Riding the wave (executing a playbook to find and close the same type of customers).
3. Having the right surfboard (personalising your GTM model).
Selling To The Mind: An Intro To NeuroSelling
- 90% of decision making is in the subconscious
- There are 2 decision makers in the brain - the rational and the primal brain
- 6 brain buying driver are - emotional personal tangible contrastable memorable and visual
- “The rational brain is great at rationalising what the emotional brain has already decided.” Baba Shiv, Professor of Marketing, Stanford
- Analyse your last 2 weeks of communications and see how many times you used I/we vs You/Your
- Activate the RAS using pattern interruption.
- Cold call top tip: Open with "Hi this is a sales call. Do you want to hang up?"
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Slides from our SIA In This Together Series. Social Selling Guru Daniel Disney webinar. Key highlights:
- LinkedIn usage and engagement has been surging over the past month
- Lead from the front, if you want people to use LI, you should be demonstrating best practices yourself.
- Consider your teams LinkedIn profiles and how well they represent your business.
- Use max 3 relevant # which makes your posts more searchable.
- 80% of videos are viewed on mute, consider using subtitles.Social selling in the new world
Consistency is key - 10 mins of activity per day
Your LinkedIn profile should not just be your CV
Engage in conversations, don't just use LinkedIn as a marketing platform
Readers consume content as they scroll, not left to right
Video & audio significantly increase response rates
Life after corona
- Consider your messaging as peoples experiences will shape their interpretation
- Research shows that people are more concerned about friends and family than themselves in regards to Covid19
- While our focus is largely on digital transformation, don't ignore the benefits of offline channels
- Before you respond to Covid19, think about what you want to achieve with your response
Managing sales targets in uncertain times and its impact on your runway
Learn killer techniques for managing sales in a crisis.
- Rebuilding your 2020 budget
- How your unit economics are more important than ever
- Operational plan for rapid hypothesis creation and testing
- Dynamic re-forecasting every week
- Qualification, Qualification, Qualification
PwC - Investment and Corporate Insight's for SIA's In This Together Series
- According to PWC Venture Capital survey 36% of VCs see a 20% price reduction, 30% see a 30% reduction, and a further 30% see >30% price reduction
- Series B investors are more bullish than early-stage investors
- View from corporates is huge financial and operational
distractions which extends sales cycles unless the need is critical
- M&A is happening, cash-rich companies are taking advantage of the 20-30% drop in price. Corporate venture appetite is tied entirely to business performance
- One of the many cashflow management nuggets included "Burn fat, not muscle!" and develop a cash culture
Revisiting Your Marketing Mix
- TV consumption is up by 30% while TV advertising costs are down 50%
- According to ComScore family & education app usage 290% and desktop usage is up 30%
- You can win significant share of voice if you keep advertising in a recession
- Social media only up 12% but instant messaging is up 49%
- Previously 40% of marketing spend was on events, of that budget around 50% is still being spent mostly on digital
Maintaining Your Culture Remotely
- Show vulnerability and support in your communication
- Align org structures for decision making
- Ensure introverts have a champion for their voice
- The best remote leaders default to open, public comms
- Always assume the best
- When communicating provide clear context, people will always assume the worst
Sharpening Your Sales Skills to Maximise Impact - Using Daily OKRs
- Know the difference between KPIs & OKRs
- How to effectively execute the daily OKR
- The pomodoro is the lethal weapon of a successful SDR team
- How building habit is the key to success
- Leaders don't create followers, they create more leaders
Using Discovery to Maximise Deal Momentum
- Build and maintain MOMENTUM in your deals
- Allow you to create DEEPLY PERSONALISED engagement with your prospects
- Deeply understand your prospect’s PAIN and VALUE IMPACT of taking that PAIN away
- Enable you to create more compelling PRESENTATIONS, DEMOS and VALUE PROPOSITIONS for your prospects
- Understand the BUYING PROCESS in more detail to ensure you engage with the right PEOPLE within your prospects
The Art of Self Coaching
- We have 12,000 - 60,000 thoughts on average a day of which 80% are negative, this is not ok!
- Would you be ok with other people hearing the way that you speak to yourself?
- How to move quickly from the "fear it" to the "f*ck it phase"
- Define non-negotiables and protect them
- Which character traits support the results you want and identify the ones you need to work on
Prioritization and Sequence Strategy from Outreach
- Poor prioritisation is the SDRs deathspiral!
- Make an entrance on day 1 of your sequence
- Add a maximum of 15 people to your sequence everyday to avoid wacky spikes and troughs
- Create your buyer persona matrix using high, low, and no priority
- Learn the way to deal with the "contact me in 3 months" prospects that works shockingly well
- Learn the basics of the agoge sequence strategy that got Outreach to over $100 million in ARR
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- Marketing to the customer is just as important as marketing to a stranger
- To reduce the average digital event drop out (avg 30%) - create connection with your audience
- Track meaningful conversations at live-events, don't just limit ROI to booth scans
- Segment your follow-ups to events, VIP prospects should get 1:1 follow ups, even if they didn't show.
Formalise a follow-up plan and hold people accountable for their leads
- At Tradeshows make sure your teams are using the event networking apps such as Brello, to lock in meetings before the day
From impossible to inevitable against the current backdrop
- Don't be attached to the outcome
- We discussed PE firm Sagemount’s playbook to triple company valuations in three years
- Don't copy phrases from other people, be authentic in your communication
- Aaron's Playbook for Systematic Growth: Start at the beginning, Specialise roles, Nail your niche, ensure your pipeline is predictable
Which VCs Are Actually Investing in Europe?
- Comparing Q1 2019 to Q1 2020, there's been a 42% fall in deal volume from 1517 to 880
- Venture is not the only source of money, you should also consider family offices, HNWs, Angel syndicates and venture debt, along with government support
- VCs who are likely open for business will be those who have recently closed their own new fund, have made recent investments, and their portfolio is not within high risk sectors
- When considering family offices and HNWs, first generation ie. the creators of wealth are more likely to invest than second and third generation who are typically more institutional in their approach
- Valuations follow the public market which is 30-40% down, multiples of 3x-8x have become 2x-5x
How to be an Emotionally Intelligent Remote Leader
- Show vulnerability and support in your communication
- Align org structures for decision making
- Ensure introverts have a champion for their voice
- The best remote leaders default to open, public comms
- When communicating provide clear context, people will always assume the worst
Integrated Marketing - What Is It and Why Do You Need It
- Prioritisation and alignment in this climate is the gift your team needs
- Integrated Marketing is all about getting more bang for your buck and forcing the org to get on the same page
- Learn about the power of the alignment and prioritisation matrix
- Campaigns integrating 4 or more digital channels will outperform single channel campaigns by 300%
- There's a trend of specialisation in marketing but this also leads to silo's
More Related Content
More from Sales Impact Academy
Sam Nelson - The Agoge Sequence: Getting in front of High-Priority Prospects
1. Cunnigham's Law states "the best way to get the right answer on the internet is not to ask a question; its to post the wrong"
2. Personalising the first email of your sequence will have compound interest.
3. Employing a triple touch strategy will to increase visibility.
4. Prove you're not a robot in the first line of every email.
5. When to spend personalising, and when so save time using templates.
Chris Haddow - Learning from the Past to Build for the Future
Chris Haddow from SwapCard is joined the broadcast to talk about maintaining an outbound strategy whilst being overwhelmed with inbound.
1. Focus on your base - build your foundation of revenue in your core market
2. Whenever there is a dramatic market shift, the ones who adapt are the ones who survive - ensure you pivot your execution model.
3. When you have high inbound demand you must stay on target - Segment the wave and focus on your target market.
4. Take intelligent risks - the reward must be 3x proportionately higher than the potential downside.
5. Don't get too comfortable with the inbound model during Covid19. Look to the future and hire accordingly.
Tae Hea Nahm - Surfing to Go-To-Market Fit
Some B2B enterprises struggle to unlock growth despite having happy customers and Product-Market-Fit.
In his talk, Tae Hea Nahm explained why a company needs to find Go-To-Market Fit to unlock growth. So how do you find GTM Fit?
His method is called “Surfing to GTM Fit.” Why surfing? Unlocking growth feels like the transition from paddling to surfing. Surfing is a three step process:
1. Catch the wave (finding the urgent customer pain to get leads).
2. Riding the wave (executing a playbook to find and close the same type of customers).
3. Having the right surfboard (personalising your GTM model).
Selling To The Mind: An Intro To NeuroSelling
- 90% of decision making is in the subconscious
- There are 2 decision makers in the brain - the rational and the primal brain
- 6 brain buying driver are - emotional personal tangible contrastable memorable and visual
- “The rational brain is great at rationalising what the emotional brain has already decided.” Baba Shiv, Professor of Marketing, Stanford
- Analyse your last 2 weeks of communications and see how many times you used I/we vs You/Your
- Activate the RAS using pattern interruption.
- Cold call top tip: Open with "Hi this is a sales call. Do you want to hang up?"
In a time rich environment, develop deeper relationships with your prospects ...
In a time rich environment, develop deeper relationships with your prospects ...Sales Impact Academy
Slides from our SIA In This Together Series. Social Selling Guru Daniel Disney webinar. Key highlights:
- LinkedIn usage and engagement has been surging over the past month
- Lead from the front, if you want people to use LI, you should be demonstrating best practices yourself.
- Consider your teams LinkedIn profiles and how well they represent your business.
- Use max 3 relevant # which makes your posts more searchable.
- 80% of videos are viewed on mute, consider using subtitles.Social selling in the new world
Consistency is key - 10 mins of activity per day
Your LinkedIn profile should not just be your CV
Engage in conversations, don't just use LinkedIn as a marketing platform
Readers consume content as they scroll, not left to right
Video & audio significantly increase response rates
Life after corona
- Consider your messaging as peoples experiences will shape their interpretation
- Research shows that people are more concerned about friends and family than themselves in regards to Covid19
- While our focus is largely on digital transformation, don't ignore the benefits of offline channels
- Before you respond to Covid19, think about what you want to achieve with your response
Managing sales targets in uncertain times and its impact on your runway
Learn killer techniques for managing sales in a crisis.
- Rebuilding your 2020 budget
- How your unit economics are more important than ever
- Operational plan for rapid hypothesis creation and testing
- Dynamic re-forecasting every week
- Qualification, Qualification, Qualification
PwC - Investment and Corporate Insight's for SIA's In This Together Series
- According to PWC Venture Capital survey 36% of VCs see a 20% price reduction, 30% see a 30% reduction, and a further 30% see >30% price reduction
- Series B investors are more bullish than early-stage investors
- View from corporates is huge financial and operational
distractions which extends sales cycles unless the need is critical
- M&A is happening, cash-rich companies are taking advantage of the 20-30% drop in price. Corporate venture appetite is tied entirely to business performance
- One of the many cashflow management nuggets included "Burn fat, not muscle!" and develop a cash culture
Revisiting Your Marketing Mix
- TV consumption is up by 30% while TV advertising costs are down 50%
- According to ComScore family & education app usage 290% and desktop usage is up 30%
- You can win significant share of voice if you keep advertising in a recession
- Social media only up 12% but instant messaging is up 49%
- Previously 40% of marketing spend was on events, of that budget around 50% is still being spent mostly on digital
Maintaining Your Culture Remotely
- Show vulnerability and support in your communication
- Align org structures for decision making
- Ensure introverts have a champion for their voice
- The best remote leaders default to open, public comms
- Always assume the best
- When communicating provide clear context, people will always assume the worst
Sharpening Your Sales Skills to Maximise Impact - Using Daily OKRs
- Know the difference between KPIs & OKRs
- How to effectively execute the daily OKR
- The pomodoro is the lethal weapon of a successful SDR team
- How building habit is the key to success
- Leaders don't create followers, they create more leaders
Using Discovery to Maximise Deal Momentum
- Build and maintain MOMENTUM in your deals
- Allow you to create DEEPLY PERSONALISED engagement with your prospects
- Deeply understand your prospect’s PAIN and VALUE IMPACT of taking that PAIN away
- Enable you to create more compelling PRESENTATIONS, DEMOS and VALUE PROPOSITIONS for your prospects
- Understand the BUYING PROCESS in more detail to ensure you engage with the right PEOPLE within your prospects
The Art of Self Coaching
- We have 12,000 - 60,000 thoughts on average a day of which 80% are negative, this is not ok!
- Would you be ok with other people hearing the way that you speak to yourself?
- How to move quickly from the "fear it" to the "f*ck it phase"
- Define non-negotiables and protect them
- Which character traits support the results you want and identify the ones you need to work on
Prioritization and Sequence Strategy from Outreach
- Poor prioritisation is the SDRs deathspiral!
- Make an entrance on day 1 of your sequence
- Add a maximum of 15 people to your sequence everyday to avoid wacky spikes and troughs
- Create your buyer persona matrix using high, low, and no priority
- Learn the way to deal with the "contact me in 3 months" prospects that works shockingly well
- Learn the basics of the agoge sequence strategy that got Outreach to over $100 million in ARR
Outbound and Event Marketing Masterclass
- Marketing to the customer is just as important as marketing to a stranger
- To reduce the average digital event drop out (avg 30%) - create connection with your audience
- Track meaningful conversations at live-events, don't just limit ROI to booth scans
- Segment your follow-ups to events, VIP prospects should get 1:1 follow ups, even if they didn't show.
Formalise a follow-up plan and hold people accountable for their leads
- At Tradeshows make sure your teams are using the event networking apps such as Brello, to lock in meetings before the day
From impossible to inevitable against the current backdrop
- Don't be attached to the outcome
- We discussed PE firm Sagemount’s playbook to triple company valuations in three years
- Don't copy phrases from other people, be authentic in your communication
- Aaron's Playbook for Systematic Growth: Start at the beginning, Specialise roles, Nail your niche, ensure your pipeline is predictable
Which VCs Are Actually Investing in Europe?
- Comparing Q1 2019 to Q1 2020, there's been a 42% fall in deal volume from 1517 to 880
- Venture is not the only source of money, you should also consider family offices, HNWs, Angel syndicates and venture debt, along with government support
- VCs who are likely open for business will be those who have recently closed their own new fund, have made recent investments, and their portfolio is not within high risk sectors
- When considering family offices and HNWs, first generation ie. the creators of wealth are more likely to invest than second and third generation who are typically more institutional in their approach
- Valuations follow the public market which is 30-40% down, multiples of 3x-8x have become 2x-5x
How to be an Emotionally Intelligent Remote Leader
- Show vulnerability and support in your communication
- Align org structures for decision making
- Ensure introverts have a champion for their voice
- The best remote leaders default to open, public comms
- When communicating provide clear context, people will always assume the worst
Integrated Marketing - What Is It and Why Do You Need It
- Prioritisation and alignment in this climate is the gift your team needs
- Integrated Marketing is all about getting more bang for your buck and forcing the org to get on the same page
- Learn about the power of the alignment and prioritisation matrix
- Campaigns integrating 4 or more digital channels will outperform single channel campaigns by 300%
- There's a trend of specialisation in marketing but this also leads to silo's
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