Accelerate Tectoria - The A2Z of B2B

November 2012

Hark & Company B2B growth for small tech firms

Robert Cooper A 12 year full time web marketing professional who has worked with some of the web’s biggest brands in B2B and B2C. Robert focuses on highly measurable acquisition strategies.

Philippe Taillefer Senior business exec, investor and consultant with extensive experience in B2B in Europe, Asia and North America. Expert at growing small B2B tech firms.


Provide an overview of the online areas to consider as you “fill the funnel” with leads.

Review top 7 tools to move leads through the sales cycle.

Create some discussion.

Generate some practical ideas you can take back to your business.


Principles are no different than offline: 1. Meet potential buyers.

2. Build credibility and trust.

3. Stay in touch until they’re ready to buy.

4. Be ready to close the deal when the time is right.

5. Learn from your “mistakes,” build on your successes.


Currently, B2B marketing has been labelled as “inbound” or “outbound.”

“Inbound” is the new name for what smart marketers have been doing for years.

A great strategy involves the best elements of inbound, outbound and “nurturing.”


Find a topic you have in-depth knowledge on that is of value to your market and is highly relevant to your solution.

Package it in a manner that will build trust and credibility (high quality white papers, case studies, presentations, articles, posts, etc).

Leverage it to generate leads that you can contact over time.

Measure, track and optimize your efforts over time.


Sharing information without “gates” is the best way of spreading it if your goal is widespread awareness.

Creating gates like signups both qualifies those receiving your information and also generates leads.

A smart overall effort includes both.


Plastics recycling CEO presents at trade show on profitable, cutting edge recycling initiatives within injection moulding industry (for which they have the best raw materials).

Handout is a summary of the process. Handout given out at presentation and at booth.

Call to action on handout leads to landing page with signup to get the White Paper the summary/presentation was based on. This white paper is definitely only of interest to qualified potential leads.


Online PR initiative launched to get industry sites talking about the White Paper/recycling process.

Targeted online ads launched to promote the summary and White Paper to qualified potential leads.

Appropriate follow-up with leads by sales team.

Ongoing newsletter launched to stay in touch and stay top of mind (information + regular “soft” calls to action).

Results...


Over 500 leads signed up. New clients landed. 2 new partnerships. Publication of White Paper in main industry

magazine (reaching over half the addressable industry audience in North America).


Focus on a topic that is of legitimate value to your audience.

Keep your education separate from your sales (i.e. Have a “presented by” section at the end of your White Paper but don’t try to weave in your sales message in the main doc).

Make the most of your investment in time/resources by leveraging your information in multiple channels.

Know your goals and measure them.


Set up your systems so you can track virtually ALL sources of leads.


Analytics “campaign links.”

Adwords Conversion tracking.

Set Goals for all critical actions on your site. (magic when combined with the URL builder campaign links).


Goal Overview

Can then drill down into the details on specific goal, keyword, referring site, campaign id, etc, etc, etc.

BTW, this is all free!

Simplified:

Structure your campaigns and lead generation forms to capture all campaign data and pass it into your CRM.

This lets you measure cost per lead by campaign AND, ultimately, ROI by campaign.

This model is shared by virtually every company that operates a successful, fully scaled lead-generation program.


Traditional presentations, tradeshows and engagements.

Online networking (forums, industry sites, Linkedin).

Guest blogging and thought leadership activities.

Organic search (great with info strategy).


Linkedin Ads.

Google Search Ads (virtually everyone can succeed at some level).

Google Display Ads.

Google Remarketing Ads.

Make sure to combine the above with persuasive, goal driven site and/or a sound landing page strategy.

Practice “cradle to sale” lead generation tracking and leverage it for ongoing optimization by channel/campaign.


Focus on Buyers

Manage your Funnel

Progress to Win


Budget ◦ “Have you allocated budget for this initiative?” ◦ “Are you prepared to move forward with this price range?”

Authority ◦ “Who would have final say, or signing authority for this initiative?” ◦ “What about from a technical perspective?” ◦ “Who else is involved in the decision making process?”

Need ◦ “What’s the driving factor behind this initiative?” ◦ “What does this project mean for you personally?”

Timing ◦ “Is there a specific event that’s driving this initiative?” ◦ “What’s the launch or “go live” date?” ◦ “What happens if you chose not to proceed with any option?”


1% = Lead ($0)

___________________________________

10% = BANT validated opportunity

30% = Validated fit

50% = Inside track/Access to power

75% = Proposal requested & submitted

90% = Verbal yes

100% = Won


3:1 rule

Any elephants in the room?


10% 50% 30% 75% 90% 100% 1%

Left – Right ◦ Right slant = start focussing on next quarter


10% 50% 30% 75% 90% 100% 1%


10% 50% 30% 75% 90% 100% 1%

Left – Right ◦ Left slant = work hard to make this quarter

1. Define sales objective ◦ Product/Service

◦ Price

◦ Close date

2. Map influencers ◦ Name, title, location

◦ Role: economic, user, technical,

sponsor, opponent, coach

◦ Degree of influence

◦ Relationship to you

◦ Their personal objectives


3. Brainstorm possible actions

4. Implement best action plan

Product/Market Fit

Great people ◦ Hungry

◦ Smart

◦ Incentivized

Discipline!


[email protected] 250-507-8553

www.harkandcompany.com

[email protected] 250-294-0915 www.PlusROI.com

Slides will be sent to attendees and, with your permission, we’ll include you in our monthly “Online Marketing Insights” newsletter.


mailto:[email protected]

http://www.harkandcompany.com/

mailto:[email protected]

http://www.plusroi.com/

Accelerate Tectoria - The A2Z of B2B

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