Road to Revenue Buying and Selling in 2012 Steven Woods Sept 25th, 2012

Buying: Simplified

Status Quo

Interest is Piqued

I want more web analytics

magic

The Ask

Research

Social Influencers

Solution Options

Web Presence

Visualization

Mobile Options

Whitepapers

Social Community

Will it integrate?

Implementation Questions

Technical Research

Can I integrate

everything?

Social Media Questions

Social Engagement

Blog Content

Webinars

It’s good

Team Consensus

Can we buy it?

Purchase Attempt

Decision Making

An optimally timed sales call

We’re here for you

Finance

Looks worthwhile

Gonna take your RSS

budget

Undiscovered Stakeholders

Objection Hunting

Support Portals

We want Webtrends

Consensus Again

The Purchase

Let’s get started

Buying Observations

- It’s online

- It’s about the buyer

- It’s complicated

Buying Observations

- It’s online

- It’s about the buyer

- It’s complicated

Changing World of Sales

“SPIN Selling” –

Neil Rachman

“Hope is not a Strategy” – Rick

Page

Product Price

Personality

32

Time with Sales is Decreasing 78% of business decision makers reporting a decrease in time

with sales reps

ABM’s Digital Transformation study

Buyers Do Not Tell The

Truth on Web Forms

Buyer Honesty is Low

Vendor comparison

Online: Bob The Buyer’s Journey

Search “vendor

comparison”

“Champion” behavior (content

forwarding)

Community Site:

Extensions

Website: Data

visualization Inquiry:

Whitepaper download

Deep Dive: Product Pages

Social: Resolving objections

Bob the Buyer

Buying Observations

- It’s online

- It’s about the buyer

- It’s complicated

Economic Filters on Information

Filters and Mass Availability

But Something Went Wrong

Economic Filters to Social Filters

How do Buyers discover information

Passive: I happened to be ___

and I noticed…

Active: I was looking for ___,

and I found…

Influenced: I trust ____ and he/she

says…

Discovery…

Buying Observations

- It’s online

- It’s about the buyer

- It’s complicated

Complicated? Why?

vs.

Buying and the Funnel

Understand Buying – Drive Revenue Value

Reach

Conversion Velocity

Return

Buying: It’s online

It’s about the buyer

It’s complicated

Selling: Understand DBL

Be discoverable

Analyze buying

Build a

Revenue Engine

So what do we do? 5 short stories

Reach

Understand Buying – Drive Revenue

Reach: Content is King

‣ Penton/Leeson - Permanent magnet motor - Higher torque at lower speeds

‣ Technical/Engineering buyer - Awareness - Discovery - Comparison

‣ Results - 20k contacts - 7400 actions - 1100 leads

Content Description Type Phase

Understanding AC induction, permanent magnet and servo motor technologies: OPERATION, CAPABILITIES AND CAVEATS

eBook Awareness

Understanding Permanent Magnet Motor Technology Webinar

Webinar recording Awareness

Sizing and Selecting Permanent AC Motors White paper Awareness

Permanent Magnet Motors Save Energy, Increase Efficiency

Rewrite of Jan 19th article

Discovery

Understanding Permanent Magnet Motor Technology

Web seminar Executive Summary

Discovery

Platinum e Product Sheet Product Sheet Comparison

Basic Training Manual Training Manual Comparison

Download a Permanent Magnet Motor CAD Model Offer

Value

Reach

Understand Buying – Drive Revenue

Value: Connect to Buyers’ Interests

‣ STEMCELL - Specialty Biotech - 1500 products targeted at

scientists ‣ Advanced T-cell products

- Specialized buyer ‣ Activity-guided nurturing

- 6 “trunk” emails - 4 “interest” paths (2-4 emails)

‣ Only 2.4% of leads but 8% of revenue opportunities

Value

Reach

Conversion

Understand Buying – Drive Revenue

Conversion: Think Beyond the Email

‣ Infoblox - Network management and

automation ‣ Influencer-based Campaign

- Book as content asset - Follow on Twitter as action - Daily draw based on Klout

‣ Double goal - Event signup - IPv6 Thought leadership

‣ 2M in opps, 10% of attendees

Value

Reach

Conversion Velocity

Understand Buying – Drive Revenue

Velocity: Align Marketing with Sales Efforts

‣ McAfee: Leader in security systems ‣ Modular scoring

- Base of Fit & Engagements - Boost for product or industry focus in sales

‣ Results - Continual communication with sales - 75% reduction in time from lead to MQL - 16,000 hot leads created

Value

Reach

Conversion Velocity

Return

Understand Buying – Drive Revenue

Return: Not all Metrics Go Up

‣ Platts: Leader in Energy publishing ‣ Analyzed entire revenue flow

- from contact to close - Bottleneck found in marketing-sales handoff

‣ 64% reduction in lead flow - Increase lead accept from 30->70% - Marketing sourced business jumped from 22 -> 28%

Thank You