How New Media, Social Networks and Web 2.0 Have Changed Sales
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1 How New Media, Social Networks and Web 2.0 Have Changed Sales (And How to Make It Work For You) Copyright forward, LLC. All Rights. Reserved Create. Increase. Accelerate. TM
2 Sales Goals Have Not Changed Increasing wins from new logo prospects Top of mind with prospects in buying mode Accelerating in-bound lead generation Consistent, sustained lead cultivation Increasing sales efficiency and reducing cost/lead Create. Increase. Accelerate. 3forward.com 2 Copyright 2010, 3forward, LLC
3 Neither Have Most Sales Models List Purchased Marketing Direct Mail Cold Calling / Networking Qualifying Sales Presenting Closing Create. Increase. Accelerate. 3forward.com 3 Copyright 2010, 3forward, LLC
4 Why Old Methods Stopped Working Rapid commoditization, razor-thin margins and international competition pressuring every geography, industry, service, or product Prospects no longer rely on salesperson to learn about the feature and functionality of a product; Prospects overwhelmed with offers and overlapping, conflicting, or disconnected value propositions Mike Drapeau, Executive Vice President Sales Benchmark Index. Create. Increase. Accelerate. 3forward.com 4 Copyright 2010, 3forward, LLC
5 Today s Buying Process Status Quo Priority Shift Research Options Step Backs Validation Choice From Designing Nurturing Programs to Drive Sales, by Ardath Albee Create. Increase. Accelerate. 3forward.com 5 Copyright 2010, 3forward, LLC
6 Requires a New Model Drip Marketing / Lead Nurturing of Relevant, Value Add Content Keeps you Visible to Targeted Prospects Status Quo Priority Shift Research Options Step Backs Validation Choice Create. Increase. Accelerate. 3forward.com 6 Copyright 2010, 3forward, LLC
7 The Sales 2.0 Model Sales Readiness Lead Creation Lead Engagement Marketing Lead Nurturing Lead Scoring Qualification Prove Value Sales Decision Create. Increase. Accelerate. 3forward.com 7 Copyright 2010, 3forward, LLC
8 Detailed Elements Sales Readiness: Segmentation, Targeting, Content Development, Business Intelligence, SEO Lead Creation: Blogging, Webinars, Targeted Campaigns, Value-Added s, Social Networks Lead Engagement: Compelling Offers, Calls to Action, Site visit tracking Marketing Lead Nurturing: Promotions, PURLs, White papers Sales Ready Scoring Qualification Prove Value Sales Decision Create. Increase. Accelerate. 3forward.com 8 Copyright 2010, 3forward, LLC
9 3forward s Sales 2.0 Plan SALES READINESS Research Markets Targets Message LEAD CREATION Social Media Outbound Inbound Nurturing Events 2.0 SERVICES INTEGRATION Tools Create. Increase. Accelerate. 3forward.com 9 Copyright 2010, 3forward, LLC
10 1 st Phase - Markets and Targets Define segment(s) Establish target client characteristics and attributes and alternatives (competitive analysis) Classify buyer drivers and considerations Validate and rank prospect types based on target criteria Separate prospects into Tiers 1, 2, and 3 Create sales tools such as Sweet Spot Matrix. Create. Increase. Accelerate. 3forward.com 10 Copyright 2010, 3forward, LLC
11 Target Criteria Sweet Spot Category Strong Fit Neutral Weak Fit Annual Revenues Geography Installed Technology Seats Relationships Other Vendor Relationships Cross Selling Opportunities Create. Increase. Accelerate. 3forward.com 11 Copyright 2010, 3forward, LLC forward, LLC
12 Target Criteria Sweet Spot Category Strong Fit Neutral Weak Fit Annual Revenues Geography Installed Technology Seats Client Relationships $250 million to $5 billion $5 to $10 billion Less than $250 million, greater than $10 billion Global Multi-National Campus and distributed Tier one PCs, servers, infrastructure 2,500 or greater, preferably distributed across multiple regions Existing relationship Installed base of equipment National or Multi-State More than 20% nonsupported products Single market, non-supported countries, high-quantity / very low density Data center, mainframe, high end server, tier 2 OEMs 1 to 2 thousand seats Less than 500 seats, heavily concentrated in a single site No current or positive past relationship Negative past relationship Other Vendor Relationships Numerous, fragmented vendor relationships No concentration with single ITO Regional providers In place full IT outsource relationship Cross Selling Opportunities Opportunity for three or more additional delivered service lines (Hardware, ITO, BPO, PLS) Opportunity for an additional delivered service line (Hardware, ITO, BPO, PLS) No additional opportunities Create. Increase. Accelerate. 3forward.com 12 Copyright 2010, 3forward, LLC forward, LLC
13 2 nd Phase Lead Creation Lead Lifecycle Management Events & Webinars Social Media & Networks Website Score and Prioritize Leads Nurture Prospects with Drip Marketing Tracking Landing Pages & Micro-sites Tracking Drip Marketing, News, Campaigns Track Campaigns and Responses Campaign Landing Pages Lead Scoring, Nurturing View Companies & Prospects Visiting Website / Pages Measure and Track ROI Segmentation Reporting Send E-Newsletters Integrate with CRM Lead Notification CRM System Create. Increase. Accelerate. 3forward.com 13 Copyright 2010, 3forward, LLC
14 Lead Nurturing Messaging Plan Segment Specific Type of Communication Invidual Message General Message Phone Touch Nurturing Progression - Segmented Leads Schedule Count Segment specific message (value add content, whitepaper, etc.) Day 1 Drip 1 1 Introductory phone call and follow-up Day 3 Drip 2 1 another whitepaper of interest Day 10 Drip 3 1 an industry article of interest Day 20 Drip 4 1 links to a recent Webinar broadcast Day 30 Drip 5 1 recent industry analyst report Day 40 Drip 6 1 Personal invitation to attend an upcoming seminar Day 50 Drip 7 1 Send your monthly e-newsletter Day 60 Drip 8 1 Mail customer case study Day 70 Drip 9 1 Send an to "touch base" Day 80 Drip a recent customer win article Day 90 Drip 11 1 Prospect calls or responds back to your Day 110 Drip Create. Increase. Accelerate. 3forward.com 14 Copyright 2010, 3forward, LLC
15 Aberdeen Lead Management Best Practices Breaking Away From Bottom Tier Consider Lead Management Technology Implement Lead Nurturing Segment and Target Customers Getting Above Average Leverage Multi-Campaign Nurturing o New Leads, Recycled Leads, Existing Customers Marketing Alignment on Goals & Metrics Improving on Best in Class Take Lead Lifecycle Management company-wide Formalize Lead Recycling from Sales to Marketing Aberdeen Group: Building A Pipeline That Never Leaks Create. Increase. Accelerate. 3forward.com 15 Copyright 2010, 3forward, LLC
16 3 rd Phase On-Line Strategy Web site audit (architecture, links, coding, search-ability, copy, analytics history) SEO evaluation, search terms, analytics review, keyword recommendations Social media analysis focused on audiences, groups, networks, competition Strategy and plans for content, navigation, lead engagement and capture, content sharing, search words, copy revisions, content / blog syndication Create. Increase. Accelerate. 3forward.com 16 Copyright 2010, 3forward, LLC
17 Initiate Social Media Presence Creating Inbound Paths to Your Site Company and executive profiles and pages on targeted networks Keyword and description refreshes on existing profiles Site updates for linking, sharing & SEO Integration across sites and locations Create. Increase. Accelerate. 3forward.com 17 Copyright 2010, 3forward, LLC
18 Why Companies Fail at Social Media No clear strategy or plan Lack of discipline to follow plan Not listening to customers and prospects Broadcasting vs. Conversation Not converting web site visitors Create. Increase. Accelerate. 3forward.com 18 Copyright 2010, 3forward, LLC
19 2.0 Elements Now Is The Time Gartner says social projects with defined and clear purposes show measurable results and those vendors that move from general social applications to specific purpose applications will enjoy double and even triple-digit growth over the year. Gartner s Top 5 CRM Predictions For 2010, Social Apps are Key February 23, 2010 Create. Increase. Accelerate. 3forward.com 19 Copyright 2010, 3forward, LLC
20 Case Study On-Line Presence Outsourcing Advisories On-Line Presence PricewaterhouseCoopers (1) Horses For Sources (NR) Gartner (3) Everest (NR) Booz & Company (6) TPI (5) Alsbridge (16) KPMG (4) Outsourcing Institute (NR) RampRate Sourcing Advisors (15) EquaTerra (2) Nelson Hall (NR) Zinnov Management Consulting (19) neoit (17) Kirkland & Ellis (11) Mayer Brown (8) Global Sourcing Advisory Group (7) HIMformatics (20) Vantage Partners (14) Quint Wellington Redwood (10) Avasant (9) Archstone Consulting (18) Bierce & Kenerson (13) Expense Management Solutions (12) Rated Elements Included: (IAOP Rank) FaceBook Profile Linkedin Profile Active Blog Social Media Presence Relevant content Multiple Engagement Points Create. Increase. Accelerate. 3forward.com 20 Copyright 2010, 3forward, LLC
21 3forward On-Line Timeline Launched Original Website 2007 Linkedin 3forward profiles March 08 Launched Original Blog (standalone URL) Aug 08 Joined Twitter Sept 08 Redesigned Website / Integrated blog (WordPress) July 09 First Constant Contact Campaign Aug 09 First Webcast Sept 09 Joined SlideShare Sept 09 Launched Linkedin Group Sales Readiness Oct 09 Integrated Lead Management Software with Website Analytics Dec 09 Create. Increase. Accelerate. TM , 3forward, LLC
22 Current Programs Website destination, opt-in, connections to on-line content Blog opinions, perspective, recommendations LeadLife messaging, drip marketing, scoring, analytics GoToWebinar host webcasts, registration management Twitter updates, push industry news, promotion Linkedin network development, on-line bios SlideShare presentation hosting, tagged with key words Google Analytics aggregated site statistics Woopra real-time site statistics Create. Increase. Accelerate. TM , 3forward, LLC
23 Current On-Line Statistics Linkedin Connections 938 Linkedin Group Members 254 Twitter Followers 1,955 Facebook Friends & Fans 174 SlideShare Presentations Online 16 SlideShare Views 4,148 Create. Increase. Accelerate. TM , 3forward, LLC
24 Engaging Social Media Aggressively building the network through mass mailing, teasers on the website, links to social networks from website, inter network messages etc. Participate in groups and forums actively interacting about topics related to targeted industry(ies) Routinely post/tweet/share on all social media accounts about new content, white papers, blog posts etc. Invite social network/media connections to sign up for subscriptions, newsletters and other updates Post and publicize videos, video teasers, and webcast videos etc. on social video platforms such as YouTube, Google and Yahoo Videos Drive traffic to website and landing pages through tweets, announcements, press releases, promotions, forum participation and article submissions etc. Create. Increase. Accelerate. TM , 3forward, LLC
25 Case Study On-Line Presence PWC on Facebook PWC on Twitter EquaTerra on Facebook Horses for Sources web site Everest on Linkedin Avasant Blog Create. Increase. Accelerate. 3forward.com 25 Copyright 2010, 3forward, LLC
26 Experts and Resources New Model Sales, Marketing and Social Media Experts Sales 2.0 Seley and Holloway Ardath Albee Marketing and Content Chris Brogan B2B Social Media Brian Solis Social Media Dan Zarrella Inbound Marketing David Meerman Scott Marketing and PR Gerhard Gschwandtner Sales 2.0 Sales Benchmarking CSO Insights Sales Benchmark Index New Tools Directory 9 categories of sales and marketing best practices and dozens of downloads Create. Increase. Accelerate. 3forward.com 26 Copyright 2010, 3forward, LLC
27 Connect With 3forward Sales Readiness Join Our Group 3forward Become a Fan 3forward Follow Us Sales Leaders Blog Sales Leader Resources New Tools Directory Create. Increase. Accelerate. 3forward.com 27 Copyright 2010, 3forward, LLC
28 Thank You! Dan Hudson Matt Smith Create. Increase. Accelerate. 3forward.com 28 Copyright 2010, 3forward, LLC
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