ead management een digital wereld

Transcription

1 ead management een digital wereld april 2015 Andeta LauraNuhaan social Selling

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3 Today Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling

4 Yelpi

5 customer 2.0 has turned off all the noise

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7 the 6 new rules of marketing then find customers demographic mass advertising few/ isolated channels intuitive decision making now be found Behavioral segmentation 1:1 communication exploding/ integrated channels data-driven automation

8 the 6 new rules of marketing then find customers demographic mass advertising few/ isolated channels intuitive decision making now be found Behavioral segmentation 1:1 communication exploding/ integrated channels data-driven automation

9 the new rules of selling you sell more if you stop selling! then always be closing I am the man my customer = bonus marketing does not understand look at my car tech makes me nervous I m not an administrator now always be connecting I listen my customer = lead generator we work as a team look at my connections tech makes it easy data helps with my quota

10 the new rules of selling you sell more if you stop selling! then always be closing I am the man my customer = bonus marketing does not understand look at my car tech makes me nervous I m not an administrator now always be connecting I listen my customer = lead generator we work as a team look at my connections tech makes it easy data helps with my quota

11 Today Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling

12 90% of the leads generated leads never close. (Sirius decisions)

13 + + + = it s all about the right message, at the right time, through the right channel for the right person!

14 nurturing is key Reach Engage Activate Leverage 50 % more sales-ready leads and 33% lower cost through nurturing (Forrester)

15 Funnel Mindness = Revenue Management Inquiries Marketing Qualified Leads Sales Accepted Leads Sales Qualified Leads Inbound marketing Nurturing Content Marketing Social Selling Alignment Closed deals

16 FIT Super Target Target Other INTEREST

17 Today Trends Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling

18 Make me Care Emotional Rational Esthetical

19 Content Audience Story Telling

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21 Buyer Persona helpen bij het maken van keuzen John Bits De ingenieur -Tech forums -Blogs - Product specificaties Ria Evera Marketing Manager -Linkedin -Slideshare -Gebruiksvriendelijkheid

22 22 Relevant content = customer insight +journey Awareness Action Emotional Rational Entertain (virals, quizzes, games) Educate (trend reports, articles, guides) Inspire (reviews, endorsements, quotes) Convince (data sheets, webinars, case studies)

23 Today Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling

24 SOCIAL SELLING IS is a sales technique, leveraging social media and tools, to get and maintain a 360 degree picture of the clients and their influencer on an ongoing basis "People buy from companies they know, like and trust, not because your sales rep has cold called them. People buy from companies they know, like and trust, not because your sales rep has cold called them.

25 Social selling is a sales technique, leveraging social media and tools, to get and maintain a 360 view of the clients and their influencer on an ongoing basis

26 only 11 % of companies have social selling strategies (Aberdeen) 26

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28 social selling steps sales 1. identify 2. plan marketing customer service 3. be visible 4. listen 5. engage 6. sell/ retention

29 1. identify our customers are not social!!! Meet John Bits One of the main buying persona The Geeky Engineer 30 years old Electrical Engineer 24 Hours on the PC ask your customers! 93 % of buyers influenced by social

30 2. plan - clear objectives and policy

31 3. be visible Be Visible

32 it starts with a good profile Profile Groups Company description Alumni network updates

33 4. listen: don t miss leads and trigger events The three things to look for: 1. hints at ongoing or future product or service evaluation 2. chatter between competitors and their customers 3. personnel changes

34 The Customer Is Talking!

35 5. engage

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37 6.. retention - nurture existing customers

38 Align and Monitor Leverage technology!

39 Social sellers outperform

40 know your (online) customer be relevant make choices nurture measure & optimize leverage technology

41 Laura Nuhaan Partner

42 performance benefits of social selling source: aberdeen grou

43 Om over na te denken Hoe ziet jouw funnel eruit? Omzet doelstelling, aantal klanten, aantal offertes, aantal afspraken, aantal SQL en MQLs? Beschrijf de ideale klant voor jouw bedrijf? Kenmerken, DMU? Hoe zou jij een MQL scoren en hoe een SQL?

44 Om over na te denken Wat zijn de belangrijkste buyer persona voor jouw content marketing? Welke content is er nu beschikbaar en waar bevindt deze zich in de matrix?

45 Om over na te denken Wat zijn de belangrijkste succes factoren voor social selling binnen jouw bedrijf? En hoe kun je deze meten /KPI s

46 Lead scoring Model Expliciet Impliciet Fit Passen zij bij ons? Demografisch (geo, grootte)) Afgeleide kennis (data mining, profile) Interesse Zijn zij geinteresseerd in ons? BANT (budget, autoriteit, Need, Timeline Online gedrag (clicks, webinars)) Negatieve score o.b.v. ongewenst gedrag bv vacatures

47 Van 535 naar 3500 connecties (Linkedin) Van 54 K naar 1.3 M. volgers (Twitter) Versterkte engagement, connectie en referrals Virtueel gunnen

48 Align and Monitor Customer Be a valued partner Seen as a Thought Leader Socially connected Internal Business Increase alignment Structure lead management process Increase Sales Intelligence sales 2.0 strategy & vision Learning and growth Use Social Selling Develop sales 2.0 reps Enable through technology Financial Customer life time value ROI of social selling

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