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How to Create Sales & Marketing Tools that Sales & Customers Will Actually Use

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According to the American Marketing Association (AMA), “Up to 90% of collateral created by marketing is never used by sales.” That is an astounding statistic which should be a wakeup call to those of us in Product Marketing that we need to be doing something different. Most of the time, sales doesn’t use our tools because the tools are ineffective, and the reasons for this include:
Too many companies create a standard checklist of marketing and sales tools based upon what someone used in a past company, without any consideration as to what is really needed in this company.
Too much content is about the company and their products with little discussion about the buyers and users and what they need.
In this webinar, you’ll learn:
A process for discovering and defining what sales & marketing tools are required for your target markets.
How to develop content that resonates with your target audiences.
How to use your marketing and sales tools to create alignment with the sales team.

Published in: Business
  • Great slides! I'd like add some other great tools: 1- FollowUp.co (Paid) and ReplyUp.com (Free) - Send follow-ups emails; 2- WhoIsVisiting.com (Paid) - Identify unknown B2B website visitors; 3- Found.ly (Paid - It's us) - Sales prospecting tool on LinkedIn; 4- Attach.io (Paid) - Viewer engagement analytics for presentations.
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How to Create Sales & Marketing Tools that Sales & Customers Will Actually Use

  1. 1. How to Create Effective Sales & Marketing Tools That Actually Get Used By Sales and Prospects! Tom Evans CompellingPM @compellingpm Copyright 2013. The Lûcrum Group, Inc. 1
  2. 2. DFW Product Group • DFW Product Group is the premier product management and marketing association in the Dallas/Fort Worth metroplex • 300+ active members • 2013 - 2015 roadmap includes webinar series, networking mixers, and ProductCamp DFW • Website: http://dfwproductgroup.org/ • LinkedIn: https://www.linkedin.com/groups?gid=2796125 • Twitter: @DFWProductGroup • Email: info@dfwproductgroup.org • Actively seeking new members, volunteers, and sponsors Copyright 2013 - 2015. The Lûcrum Group, Inc. 2
  3. 3. Special offer from CompellingPM at the end of the webinar. Copyright 2013 - 2015. The Lûcrum Group, Inc. 3
  4. 4. How to Create Effective Sales & Marketing Tools That Actually Get Used By Sales and Prospects! Tom Evans CompellingPM @compellingpm Copyright 2013. The Lûcrum Group, Inc. 4
  5. 5. PM2 Levers of Control™ Copyright 2013 - 2015. The Lûcrum Group, Inc. 5 Executional Levers Product •Define Whole Product •Effective Requirements Price •Value-Based Pricing Place (Channel) •Sales Tools •Sales Enablement •Channel Programs Promotions •Product Marketing Tools & Content •Product Marketing Programs Go-to-Market Strategy Target Markets Positioning Competitive Strategies Messaging Platform Alignment to Business Drivers Market Analysis VOC Competitive Analysis Ecosystem Analysis
  6. 6. Poll Question 1 How effective is your marketing collateral (that is sales people and customers like it and use it)? a) < 25% effective b) 25 to 50% effective c) 50 to 75% effective d) > 75% effective Copyright 2013. The Lûcrum Group, Inc. 6
  7. 7. How Bad Is Marketing Collateral? • From 50 to 90% of marketing collateral does not get used by sales! (AMA) • Salespeople (B2B) spend 30 hours/month searching for and creating their own selling materials (AMA) Copyright 2013. The Lûcrum Group, Inc. 7
  8. 8. Is It Really That Bad? • “My marketing department produced some nice looking stuff but it mostly had nothing to do with what I needed to close deals.” (Anonymous) • “Customers are familiar with the traditional collateral material that salespeople send out or leave behind after a visit. And guess what? Everyone hates it. Marketing people hate to bang it out, and salespeople hate to use it.” (Customer Centric Selling) Copyright 2013. The Lûcrum Group, Inc. 8
  9. 9. Why is Collateral So Bad? • (Product) Marketing sits in ivory tower and “creates a promotional potpourri … of sweet smelling stuff” that is appealing to them. • They never ask sales what they need. • They don’t understand the buying process. • Product Marketing is separated from the real sales discussions. • We replicate what we did elsewhere. Copyright 2013. The Lûcrum Group, Inc. 9
  10. 10. Poll Question 2 Have you as a product marketer participated in sales calls? a) Never b) A few times c) Regular practice d) Why would I want to do that? Copyright 2013. The Lûcrum Group, Inc. 10
  11. 11. Improving Collateral Copyright 2013. The Lûcrum Group, Inc. 11
  12. 12. Starting Point to Improve Collateral • Change from telling our story to telling our prospects/customer stories. • Develop a deep understanding of our customers • Ask sales team and channel partners what they need Copyright 2013. The Lûcrum Group, Inc. 12
  13. 13. Deep Understanding of Customers • Who they are – Personas • Why they buy – Problems they want to solve • How they buy – What is their buying process – Where do they look Copyright 2013. The Lûcrum Group, Inc. 13 June 11 Webinar http://compellingpm.com/developing-a-deep-understanding-of-your-target-markets- the-starting-point-for-great-product-management-marketing/
  14. 14. How Do You Learn This Detail • Speak to customers • Discover as part of Win-loss analysis • Participate in sales calls and observe the process (all phases) • Discover as part of market validation process • Insights from Executives, Sales Team, Customer Support, Professional Services Copyright 2013. The Lûcrum Group, Inc. 14
  15. 15. Determine What Sales Channel Needs • What types of problems do you encounter during the sales process? • What questions do prospects ask? • What objections do you hear? • What kinds of tools will make you more effective? Copyright 2013. The Lûcrum Group, Inc. 15
  16. 16. Poll Question 3 In my organization, the following role is the primary role that defines which marketing collateral/tools to develop? a) CEO b) Top marketing exec c) Top sales exec d) Product marketing e) It just happens Copyright 2013. The Lûcrum Group, Inc. 16
  17. 17. Understanding Buying Process Copyright 2013. The Lûcrum Group, Inc. 17
  18. 18. Generic Buying Process Recognize Problem/Need Information Search Evaluation of Alternatives Purchase Decision Post-purchase Behavior Copyright 2013. The Lûcrum Group, Inc. 18
  19. 19. Discovering the Buying Process • What are the typical phases of the buying process? • Who are the typical buyers & influencers? • Who is involved at each phase? • What are their main concerns at each phase? • What are they doing at each phase? • What are the typical barriers to moving ahead? Copyright 2013. The Lûcrum Group, Inc. 19
  20. 20. Help Buyers Through Buying Process • Top of the funnel (lead generation & awareness) – Move suspects to leads & leads to prospects. • Bottom of funnel (sales). – Helps sales convert prospects to sales. Copyright 2013. The Lûcrum Group, Inc. 20
  21. 21. How to Help Buyers? • Buyers want content that helps: – Educate them, – Improves their decision-making capabilities, – Increases their confidence level in their final purchase decision. Copyright 2013. The Lûcrum Group, Inc. 21
  22. 22. Basic Questions From Buyers • Do I have a problem? • How do I solve this problem? • Who can help me solve this problem? • How can I be sure your company is the right decision? Copyright 2013. The Lûcrum Group, Inc. 22
  23. 23. Do I Have a Problem? • What are their competitors doing? • How do I determine if I have a problem? • What’s it costing me to have this problem? Copyright 2013. The Lûcrum Group, Inc. 23
  24. 24. How & Who to Solve My Problem • What options exist to solve this problem? • How do the options compare? • What are good decision criteria? • What is the total cost of ownership? Copyright 2013. The Lûcrum Group, Inc. 24
  25. 25. How Can I Be Sure? • Are others successfully solving this problem? • How can I be sure this works for me? • How is your product better than your competitors and by how much will it impact my bottom line? Copyright 2013. The Lûcrum Group, Inc. 25
  26. 26. Shifting Buyer Concerns Copyright 2013. The Lûcrum Group, Inc. 26 Customer Centric Selling by Michael Bosworth, based on research by Neil Rackham
  27. 27. Successful Collateral Copyright 2013. The Lûcrum Group, Inc. 27
  28. 28. Develop Tools/Collateral • Answers questions • Specific to each buying persona • For each phase of buying process • Keep concise, relevant, focused and in buyers terms! Copyright 2013. The Lûcrum Group, Inc. 28
  29. 29. Train Sales to Use Collateral • 41% of sales people don’t know which collateral to use, when to use and how to use it. (IDC) • Teach them: – The intended buyer persona – Which stage of buying process to use it – Key messages for each stage & buyer persona • Demonstrate in actual sales process Copyright 2013. The Lûcrum Group, Inc. 29
  30. 30. Summary • Deeply understand our customers • Write to each target buyer persona • Write collateral in the buyer’s terms that answers their questions • Train sales how to use the tools Copyright 2013. The Lûcrum Group, Inc. 30
  31. 31. Poll Question 4 My next step to improve our collateral is? a) Speak to the sales team/channel b) Participate in sales calls c) Speak to customers to discover buying process d) I have no need to speak with customers or sales Copyright 2013. The Lûcrum Group, Inc. 31
  32. 32. Go-to-Market Webinar Series http://compellingpm.com/go-to-market-webinar-series-with-dfw-product-group/ Webinar Title Date The Strategic Role of Product Management & Product Marketing in Driving Product Revenue & Success Apr 23 Developing a Deep Understanding of Your Target Markets – The Starting Point for Great Product Marketing June 11 Define a Powerful Go-to-Market Strategy That Sets Your Product Apart June 25 Great Requirements Form the Foundation for Successful Products July 16 Profitable Products Sell Value: Why Value-Based Pricing Wins August 13 From Messaging Nightmare to Messaging Delight: How to Create a Powerful Messaging Platform Sept 17 Create Effective Sales & Marketing Tools That Actually Get Used By Sales & Prospects Oct 15 Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Success Nov Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers Must Know and Do Dec Copyright 2013 - 2015. The Lûcrum Group, Inc. 32
  33. 33. My Next Webinar Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Success! Nov xx, 2015 Copyright 2013. The Lûcrum Group, Inc. 33
  34. 34. Upcoming Austin PM2 Training • Optimal Product Management & Product Marketing – Dec 7- 9 • AIPMM Certifications – Certified Product Manager (CPM) – Feb 16 – 17 More dates/locations - www.280group.com Copyright 2013 - 2015. The Lûcrum Group, Inc. 34
  35. 35. Free 1 Hour PM/PMM Consult • First ten to submit information on form • http://compellingpm.com/freeonehour/ • Please include background on topic or issue • Must include company info (no Gmail) Copyright 2013. The Lûcrum Group, Inc. 35
  36. 36. Thank You! Tom Evans CompellingPM tevans@compellingpm.com @compellingpm www.compellingpm.com Copyright 2013. The Lûcrum Group, Inc. 36

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