Finding Leads in the Digital Age


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Presented by Paula Skaper, Kinetix Media for SMEI on January 9, 2014

Published in: Business, Career
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Finding Leads in the Digital Age

  1. 1. Finding Leads in the Digital Age How to Turn the Radical Shift in B2B Buying into a Competitive Advantage
  2. 2. What We’ll Cover How to: q  Navigate the changing buying cycle. q  Capture quality leads from your website. q  Turn leads into sales opportunities. q  Get marketing and sales on the same page.
  3. 3. The World Has Changed. WHAT’S GOING ON?
  4. 4. Traditional Selling q  Scarcity of information. q  Sales Rep as “expert” advisor. q  Time pressure to decide.
  5. 5. Inbound Selling q  Abundance of information. q  Sales rep as ‘purchase facilitator’. q  No time pressure.
  6. 6. What it Feels Like Businesses used to operating as a trusted advisor suddenly feel like vendors hawking goods at the market and battling with customers over price.
  7. 7. The Buyer Is In Control. GOOD BYE SALES FUNNEL
  8. 8. Disintermediation Getting Rid of the Monkey in the Middle
  9. 9. Music Industry Independent artists bring a greater variety of good music to the masses at lower cost, while making more money. Music labels, agents and managers lose control.
  10. 10. Self-Publishing Agents, publishers and bookstores cede control of the print market to authors while self-publishing takes off.
  11. 11. Real Estate For Sale By Owner services start to grow rapidly in 2012. Anticipate downward pressure on realtor commissions and realignment of service offerings and fee structures.
  12. 12. Remember this guy? Today, the buyer is in control.
  13. 13. Buyer Behavior Today’s buyer navigates the majority of the sales process independently, without ever engaging directly with your company.
  14. 14. Buyers’ Changing Expectations “I already know what I need, how much it should cost and what quantity I will buy. I’m looking to you to validate my decision and help me make it happen.”
  15. 15. The New Professional Sales Person. TOUR GUIDE
  16. 16. It’s a Jungle Out There The buyer isn’t confident that he has absorbed all of the information, or even the right information. But he has constructed a story to help him organize it. Your job is to align your company with that story.
  17. 17. Information Overload By the time the buyer gets to sales, he has been presented with multiple different explanations. Often, the explanations are in conflict with one another.
  18. 18. PAC4E Yourself Selling is a marathon, not a sprint.
  19. 19. Aligning Sales & Marketing. BUYER PERSONAS
  20. 20. The Buyers’ Journey Status  Quo   Where  conversaHon  needs  to  begin!   Buyer   Wakes  Up   Google  It   Self   Diagnosis   •  First  Decision  -­‐   What   Shopping!   Where  sales  typically  enters  the   conversaHon.   •  Second  Decision   –  How  much?   Shortlist  vendors.   Engage   prospecHve   vendors.   SelecHon  &   purchase.   •  The  final  decision   –  who  gets  the   sale.   Sharing  the   Experience  
  21. 21. Understanding Buyers Develop a buyer persona to inform every communication you have around your prospective customers. Marketing & sales must agree on who the buyer is, what he needs, and more importantly what he fears and what motivates him.
  22. 22. Who is Your Buyer Can you describe your ideal buyer? ²  Industry, role, title, age range, gender, marital status, education? ²  What are common interests of people who fit this profile, outside of work? ²  What organizations does your buyer belong to? ²  What publications – online & off – are read?
  23. 23. Who is Your Buyer What does your buyer need? ²  What trigger event(s) most often start the ‘wake up’ process? ²  What is the end goal, the unrealized problem the buyer needs to solve? ²  How does the buyer frame that problem? ²  What is the story he is telling himself about the problem?
  24. 24. Who is Your Buyer Why does your buyer need you? ²  How do you solve the problem, as the buyer sees it? ²  What reservations is he likely to have about buying your product? ²  How does your solution fit into the story the buyer has constructed? ²  What do you need to influence about the buyer’s story? ²  What action do you need buyers to take, to begin a sales engagement?
  25. 25. Who is Your Buyer What questions does your buyer need to answer: ²  To understand his problem? ²  To choose a course of action? ²  To narrow down the vendors to consider? ²  To get the best value from your product after purchase? ²  To remain confident that he has made the best choice possible?
  26. 26. Next, answer each of these questions: q Using the same language as the buyer q In a manner consistent with the lens through which the buyer sees the world q At the exact moment the buyer needs the answer q Without appearing too pushy or salesy q While presenting multiple non-threatening options to engage with a human being.
  27. 27. Inbound Sales & Marketing. THE PAC4E SYSTEM
  28. 28. B2B Selling Goes Retail ~85%  of  all  B2B  purchases  start  with  a  web  search.   85  –  99%  of  website  visitors  are  “just   looking”   When  the  seller  is  in  control,   nothing  above  this  point   mabers.   Of  the  1-­‐2%  who  are  ‘real’   another  80%  will  not  be   markeHng  qualified  leads   (MQL)   Of  the  remaining   20%,  less  than  half   will  likely  become   sales  qualified  leads.   What  is  your   closing  raHo?  
  29. 29. Selling is a marathon, not a sprint. You don’t want to be this guy!
  30. 30. Platform & Positioning Create your own podium and establish a platform from which you can get the word out.
  31. 31. Attract Qualified Visitors Buyer’s Journey – the prospect is moving from the status quo and waking up to the problem. Focus your content here around the trigger events that are likely to start this process.
  32. 32. Connect and Capture MQLs Buyer’s Journey – the prospect is aware that something needs to change and is in the “learning” stage, gathering and absorbing as much information as possible. Your goal at this stage is influence the story they will tell themselves about how the problem should be solved.
  33. 33. Cultivate Trust and Develop SQLs Buyer’s Journey – the prospect has developed the story about how they will frame the problem, and is investigating solutions. Convince them to put you in the mix.
  34. 34. Close the Deal – The Sales Conversation As a sales person, you will either take the order or blow the deal. The choice is yours. Are your words consistent with the story that has been constructed?
  35. 35. Captivate Customers In the age of social media, what happens after the deal is done matters. It matters a lot. What do your customers say the morning after?
  36. 36. Evangelize After-sale care is more important than ever. It is the only real opportunity to create a point of differentiation that will hold up under scrutiny. Identify those customers who take pride in their influence, keep them happy and leverage their popularity.
  37. 37. In a Nutshell q Know your buyer. q Develop answers to his questions at each stage of the buying process. q Create content to answer specific questions & make it freely available. q Automate information delivery. q Collect contact details in exchange for information. q Use lead scoring to shape sales response and personalize automated communications. q Maintain contact post-sale.
  38. 38. Thank You Paula Skaper