1. The Hunt for the Coveted A Lead Adapting Your Pipeline to Marketings New Dynamics ADTRAN Channel Webinar June 2, 2014

2. 2 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview 57% of B2B customers feel that their sales reps are not prepared at the first meeting. 33% of deals are being lost because of circumstances within your reps control 3. 3 Why? 4. 4 5. 5 1980s 1990s: Calls & Closes More Calls = More Leads = More Wins 1992 New Line Cinema 6. 6 1990s 2000s: Process, Integration, Insight Know the Process, Work the Process, Build the Pipeline 7. 7 We were in control. 8. 8 Then cracks started to show. 9. 9 21% 15% 35% 24% 4% 48% 32% 10% 18% 11% 0% 10% 20% 30% 40% 50% 60% Service Price Products Brand Sales Team 2nd Choice 1st Choice Source: 2013 IDC Sales Enablement Overview Relationships with our sales reps no longer guarantee consideration. Top consideration factors in a complex b2b sales cycle 10. 10 Buyers started having and using more options than sales reps to find what they needed to know. Source: B2B Content Marketing Report 11. 11 12. 12 We turned from buyers into researchers. Source: 1999 20th Century Fox 13. 13Source: 2013 gyro The At-Work State of Mind Project Work became a state of mind. It's imperative to understand their motivations, emotional attitudes and levels of satisfaction with round-the-clock, all-device messaging. 14. 14 Customers Suppliers Co- Workers Family Friends Personal Networks Social Networks Review Sites/Blogs Buyer 15. 15 Were living in a four-screen world. 16. 16 It Created a Huge Challenge Source: 2013 gyro The At-Work State of Mind Project 17. 17 Self-Directed Decision Making Prospects/customers started to delay purchasing conversations with suppliers. Due Diligence Begins First Engagement w/ Sales Purchase 57%-70% Weve All Heard it By Now 18. 18 Buyers Have Taken Control. 19. 19 20. 20 Its no longer simply about what you sell, but why and how you sell it. 21. 21 22. 22 78%of B2B tech buyers feel that a brands reputation is very important when looking for business products/services. Source: Google B2B Customer Study, June 2012 (n=629) 23. 23 Today, B2B sales and lead generation are about your brand assets, thought leadership and emotions built from the vast amount of information that prospects now have access to. 24. 24 The Search for the A Lead is Ending YOU ARE THE A LEAD 25. 25 Sowhat do we do now?? 26. 26 Step 1: Stop passing the baton. 27. 27 Help my team be better. Help me make good decisions. CIO Peers CIOs C-LevelsIndustry Influencers Competitors ProvidersExperts CEO Investors Board Analysts C-Level Peers Lines of Business Channels Partner Suppliers Customers IT Department Competitors Providers Peers 28. 28 Customers Suppliers Co- Workers Family Friends Personal Networks Social Networks Review Sites/Blogs Buyer 29. 29 Death of the Funnel as We Know It AWARENESS CONSIDERATION PREFERENCE PURCHASE CUSTOMER LOYALTY AND SUCCESS MANAGEMENT Its time to abandon the traditional sales and marketing funnel and instead adopt an approach that revolves around building an ongoing relationship with the prospect/customer. Source: Forrester Research, 2014 30. 30 Its not about inbound. Its not about outbound. ALLBOUND 31. 31 Step 2: Obsess Over Value 32. 32 Price Value 33. 33Source: 2013 IDC Sales Enablement Overview 43% of IT buyers are willing to change vendors to save time. 34. 34 You talk to more CIOs in a week than I do in a year. Teach me something. "First ask what problem we were trying to solve didn't start with a solution. "Provide a good demonstration of the product. Go the extra mile to understand my needs and those of my customers. Then give me excellent communication and accurate quotes. Take me through examples of other companies using the solution and send me examples of independent research and reviews from companies with similar issues. "Follow-up, timely follow-up, let me know you are looking into it and getting back to us regularly." Help me create the bill of materials needed for a project. 35. 35 21% 16% 14% 14% 12% 10% 5% 13% 16% 18% 18% 6% 14% 1% 0% 5% 10% 15% 20% 25% Business Leader IT Leader Source: 2013 IDC Sales Enablement Overview Most Valued Content in Decision Process 36. 36 Self-Directed Decision Making Prospects/customers started to delay purchasing conversations with suppliers. Due Diligence Begins First Engagement w/ Sales Concierge 57%-70% Be the Concierge 37. 37 Step 3: Stop the BS & Execute 38. 38 THIS IS NOT PERSONAL. 39. 39 #LOL 40. 40 41. 41 Select the right tools and use them to get your message to market most effectively and most cost efficiently. 42. 42 Usage Effectiveness Industry Press Emails Direct Mail Website SEO Word of Mouth Events/Webinars Peer Review Sites Online Communities Blogs White Papers, Videos, Webinars Advertising Calling 43. 43 Source: UBM, The Mind of the Engineer study, 2012 The Mind of the Engineer in 2014 44. 44 Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers) +30B Searches in IT B2B in 2013 45. 45 Source: Google/Compete Tech B2B Customer Study, June 2013 91% of Tech B2B customers make purchase related searches from a mobile device. 46. 46 Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers) Product/Service Features Customer Reviews How To Instructions 66% of Tech B2B customers who view a video are likely to search for more information or visit your website. Whats the Worlds #2 Search Engine? 47. 47 19% 81% 81% of IT Buyers Say they Do Not Think Social Media Impacts Their Purchasing Decision Making Source: 2013 EAG Buyers Experience Survey; n=200 So. IT buyers dont think they use social to buy. Use Social to LISTEN (blogs, communities, forums, LinkedIn groups, twitter) then become part of the discussion. But they do use social media to develop trusted peers and sources because 48. 48 52%Feel that their colleagues opinions are very important when looking for business products/services. Source: Google B2B Customer Study, June 2012 (n=629) 49. 49 Social Also Builds Credibility 50. 50 BUT. 51. 51 Step 4: Enable Sales. 52. 52 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview 57% of B2B customers feel that their sales reps are not prepared at the first meeting. 33% of deals are being lost because of circumstances within your reps control 53. 53 40% 22% 12% 9% 9% 6% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Ability to understand & solve my challenges Industry knowledge & expertise Ability to leverage company's resources Technology expertise Likability & personality Ability to communitcate differentiators Product knowledge Top Sales Rep Attributes in Terms of How They Influence Buying Decision Source: 2013 IDC Sales Enablement Overview; n=204 What Do Your Prospects Want? 54. 54 Business Leaders IT Leaders Overall Knowledgeable about their products/solutions 88% 88% 88% Understands my issues and where they can help 34% 43% 38% Can relate to my role and responsibilities in the company 38% 29% 34% When you meet with a vendor salesperson, how often are they prepared for the meeting with you in the following ways? Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers) What Are They Receiving? 55. 55 But I Want A Leads! 56. 56 #SMH 57. 57 A Leads are out there looking for A vendors. 58. 58 THE #1 FOCUS OF ANY B2B ORGANIZATION SHOULD BE. 59. 59 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview Sales Enablement: The delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward. 60. 60 The #1 reason companies dont hit their sales quota isnt because their CRM system doesnt sync with their sales methodology, they dont have enough leads or they arent active enough on Twitter. Its because salespeople dont know how to articulate value. 61. 61 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview Salespeople spend 7+ hours/week looking for information to help them prepare for sales calls. 50% of sales tools are pushed via email and only 10% is made available in a useful format. Is it any wonder that one of three deals is lost due to the lack of sales preparation? 62. 62 6 Key Takeaways: 1. Buyers are in control 2. Know your why 3. Align sales/marketing 4. Understand value and go the extra mile 5. Stop the B.S. and execute 6. Enable sales 63. 63 The Customer Revolution is Here Isnt it nice to feel wanted? 64. 64 Scott Salkin Founder & CEO ssalkin@idstm.com 602.881.1718 @scottsalkin @idstm IDS is a business-to-business (B2B) marketing and lead generation firm whose mission is twofold: 1. to help technology companies and startups GROW through smart, impactful sales and marketing, and 2. to help our communities GROW through technology and entrepreneurial advocacy and mentorship.