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Strategies for Growth Selling to SMB Buyers *The following information is a combination of primary market research studies conducted by Ephor Group with small business owners and 3 rd party online published research. © 2011 Ephor Group | 1 (800) 379-9330 | www.ephorgroup.com | 5353 W Alabama Suite 300 | Houston, TX 77056

Strategiesfor growth selling to smb buyers 2012

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Page 1: Strategiesfor growth selling to smb buyers 2012

Strategies for Growth Selling to SMB Buyers

*The following information is a combination of primary market research studies conducted by Ephor Group with small business owners and 3rd party online published research.

© 2011 Ephor Group | 1 (800) 379-9330 | www.ephorgroup.com | 5353 W Alabama Suite 300 | Houston, TX 77056

Page 2: Strategiesfor growth selling to smb buyers 2012

Small Business Forecast

© 2012 Ephor Group | www.ephorgroup.com /Resources.asp

Page 3: Strategiesfor growth selling to smb buyers 2012

Small Business Findings

Small Businesses with Less than 100 Employees 2012:p y

© 2012 Ephor Group | www.ephorgroup.com /Resources.asp

Page 4: Strategiesfor growth selling to smb buyers 2012

Cloud Technology Adoption

Page 5: Strategiesfor growth selling to smb buyers 2012

CRM Technology Adoption

Page 6: Strategiesfor growth selling to smb buyers 2012

Small Business IT Purchases

Page 7: Strategiesfor growth selling to smb buyers 2012

Workforce Technology Adoption

Page 8: Strategiesfor growth selling to smb buyers 2012

Social Technology & Tools Adoption

Page 9: Strategiesfor growth selling to smb buyers 2012

Technology, Software and Solution Adoption and Use Findings: Technology has eliminated many barriers, but also created adoption challenges. The following chart highlights the market adoption and utilization among small to medium organizations regarding adoption and use by functional arearegarding adoption and use by functional area.

*Note: No common time and attendance, HR management, workforce management,

Solution Most Common Tools (>10%)

Communication Tools Microsoft Outlook, Google Apps, SharePoint, Social Networking Sites, Intranet

Customer Relationship Management SalesForce.com, Microsoft Dynamics CRM

business intelligence or benchmarking tools were noted in the survey. Other notable players identified, but not utilized by > 5% included

Management SalesForce.com, Microsoft Dynamics CRM Enterprise Resource Management Microsoft Dynamics, QuickBooks Enterprise Financial Management QuickBooks, Microsoft Dynamics, Peachtree Operational Reporting QuickBooks, Microsoft Dynamics Productivity Software Microsoft Suite, Google Apps

AutomaticData, Basecamp, Lawson, Oracle, PeopleSoft , ZOHO.

Technology adoption findings:Nea l 80% of companies a e o tso cing at least one f nction App o imatel 10% of the

Security McAffee, Norton, Zenith, Microsoft Storage Dell, HP, EMC  

Nearly 80% of companies are outsourcing at least one function. Approximately 10% of the market is currently evaluating outsourcing a new or additional function. While buyers continue to be cautious, the percentage of companies outsourcing is growing, and the number of functions being outsourced is too.

These workforce findings are based on a series of surveys conducted during Q3 and Q4 calendar year across the USA of small business executives.

Page 10: Strategiesfor growth selling to smb buyers 2012

Strategies for Growth in 2012 eBook#1 Community Marketing to Drive Optins

© 2011 Ephor Group | 1 (800) 379-9330 | www.ephorgroup.com | 5353 W Alabama Suite 300 | Houston, TX 77056

Page 11: Strategiesfor growth selling to smb buyers 2012

Community MarketingWhen it comes to lead generation, referrals are the most cost efficient referrals are the most cost efficient sales and marketing tactic.

The Internet has shifted the balance of marketing effectiveness away from outbound marketing which is more effective than advertising or teleselling.

Page 12: Strategiesfor growth selling to smb buyers 2012

Community Marketing LinkedIn drives the most referrals for B2B outside of client referrals.Client referrals have the highest close rate (typically 1 in 3 or better).

Not everyone can sell, but everyone can ask fo feedback and a efe al!

Companies using Social Media acquire clients.

can ask for feedback and a referral!

Average Cost Per Client for B2B <$1,000 using Inbound Marketing versus 5 to 50x the cost for traditional advertising (Ephor Group 2011 research report)traditional advertising (Ephor Group 2011 research report).

89% of US business users search online before they make a purchase (Big Research 2011).

Page 13: Strategiesfor growth selling to smb buyers 2012

How People Buy Today Has Changed

#1. Buyers first ask peers or experts: y p p

Blogging and Community Research:

#2. Buyers then go online for: Vendor Comparisons

Product/Service Details and Case Studies

Online & Analyst Reviews

Page 14: Strategiesfor growth selling to smb buyers 2012

Strategies for Growth in 2012: Create a Referral Community Ecosystem Are you searching for ways to convert prospects to

HR Tech LinkedIn Community

clients quicker and more efficiently?

Fish where the fishes are currently. For the first time in history, you can find, listen to and interact with prospects online. Bypass adminsand reach buyers directly.

Key Success Factor: Be a branded sector leader.

Alsbridge Outsourcing Leadership

Page 15: Strategiesfor growth selling to smb buyers 2012

Discover What People Want By Asking Them!

1. LinkedIn

2. Polls

3 Q&A3. Q&A

4. Surveys

5 C5. Contests

LinkedIn’s “Groups” are a powerful way

Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as

well as traffic).

to grow your network and spread

a message.

Page 16: Strategiesfor growth selling to smb buyers 2012

Strategies for Growth in 2012 eBook#2 Buyer Segmentation to personalize each experience

© 2011 Ephor Group | 1 (800) 379-9330 | www.ephorgroup.com | 5353 W Alabama Suite 300 | Houston, TX 77056

Page 17: Strategiesfor growth selling to smb buyers 2012

Buyer Segmentation

Page 18: Strategiesfor growth selling to smb buyers 2012

Strategies for Growth in 2012 eBook#1 Community Marketing to Drive Optins#2 Buyer Segmentation to personalize each experience#3 Sell via multiple distribution strategies and partners

© 2011 Ephor Group | 1 (800) 379-9330 | www.ephorgroup.com | 5353 W Alabama Suite 300 | Houston, TX 77056

Page 19: Strategiesfor growth selling to smb buyers 2012

Conversion Rate from Lead to Close• Crowded marketplace. Too much noise. Resource constraints.

• Focus on buyers and not selling

Marketing is Hard

Revenue Management in 2012

Channel

Referral

• Focus on buyers and not selling. • Social CRM seamlessly integrated

throughout the Customer Experience including your web platform, marketing automation, customer service, and customer analytics.

Direct

Direct

Partners Matter • Reputation = Lower cost of sales

• Use of best practices from both organizations• Create referrals incent referrals

Partners

• Create referrals, incent referrals

Execution is Key Origination• Provide expertise and service to pre and post sell.

• Must be committed to client outcomes beyond satisfaction.Integrated Revenue Management

CRMOperations

Alignment Upsell

NewOpportunity

from a Partner’ Client

MAPPINGOpportunity

• Integrated Revenue Management (sales/channel/marketing) includes people + data + technology.

• Buyers require Immediate ROI from a Branded Leader

Client Management

Upsell

Page 20: Strategiesfor growth selling to smb buyers 2012

Strategies for Growth “In this economy there will be bifurcation

between leaders and laggards to win customers for life.”

Legacy Thinking Revenue Strategy for 2012 Outcome of New Revenue Management Practice

“Feet-on-the-Street” Direct Sales Multi-tiered Distribution Lower Cost of Client Acquisition

Outbound Marketing Community Marketing Lower Cost of Sales Pipeline Creation

Lead Generation Partner Generation Referral based opportunity introductions Lead Generation Partner Generation Referral based opportunity introductions.

Outbound Telemarketing Market Research & SatisfactionSurveys

Intelligence integrated into ongoing routines.

M k t t E t i SMB M k Ni h S i li ti I d M i

Multi-tiered distribution is key.

Market to Enterprises or SMBs Market to Niches Specialization = Improved Margins.

y Referrals from partners, alliances, and communities will generate the

majority of new clients.