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[Webinar Deck] Learn from a panel of thought-leaders about using social media for demand generation, and how to create a roadmap for your marketing organization.
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#Selling2People
The Missing Link in Demand Gen: Marke:ng To People, Not Contacts
#Selling2People
AGENDA • Welcome • The Missing Link For Marke4ng • Marke4ng to People: Why, What, and How • Marke4ng to People: Best Prac4ces • Q&A
#Selling2People
Andrew Gaffney Publisher
DemandGen Report
Speakers
| SLIDE :3
Ralf VonSosen VP Marke8ng @InsideView
Maria Pergolino Sr. Director Marke8ng
@Marketo
#Selling2People
About DemandGen Report -‐ Launched in 2007 to track best
prac:ces in lead genera:on
-‐ NewsleKer has grown to more than 25,000 readers
-‐ We also offer a menu of research and best prac:ces reports
-‐ New audio/video podcasts at DemandGenReport.com
@DG_Report linkd.in/DG_Specialists
#Selling2People
1. Viewer Window 2. Control Panel
Type your ques4on here
Welcome Webinar AKendees Your GoToWebinar ASendee Viewer is made of 2 parts:
#Selling2People
New Rules of Engagement
#Selling2People
How Buyers Are Using Social Media
#Selling2People
The Data Drain
8
#Selling2People
Impact Across The Enterprise
9
PuZng Social Selling to Work For You Selling to People, Not Contacts
#Selling2People
1-‐2% campaign conversion rates. Really?
Cold Calling. Email Blast.
Banner Ad.
Event Promo. White Paper.
Webinar.
#Selling2People
92% prospects & customers never take a cold call or email
#Selling2People
“Decrease email bounce rates”
“Increase call response rates”
“Increase open rates”
“Increase opportunity win rates”
“Increase lead conversion rates”
#Selling2People
So have the expecta:ons around connec:ng people in business
more SOURCES, CONTROL, and SOCIAL more INTELLIGENCE
#Selling2People
1. CRM is not enough. No Islands.
2. People are not Contact Records.
3. More Data. Is Not the Answer.
4. No more cookie-‐cuKer process.
5. Impact Performance. Not Repor:ng.
6. From Look-‐up, to Intelligence.
What does all this mean to Sales & Marke:ng?
more SOURCES, CONTROL, and SOCIAL more INTELLIGENCE
#Selling2People
Social Selling requires intelligence
#Selling2People
Data
CRM
Social
#Selling2People
Right Person
Right Message
Right Time
Social
CRM
Whew!
Data
#Selling2People
Whew!
• Improve introduc:ons • Increase selling :me • Accelerate & increase wins
• Find and target the right leads • Enrich and score leads • Run targeted micro-‐campaigns
Marke:ng Sales Right
Person
Right Message
Right Time
#Selling2People
• Largest Reseller of Network Equipment
• 10,000 Customers • Sell to CIO/VP • InsideView Users: 85+
| SLIDE :20
#Selling2People
How InsideView Helps Network Hardware Resale
| SLIDE :21
Objec:ves Impact on NHR
60% Mee4ng Acceptance Rate
100% Rela4onship-‐based scoring
20% Revenue Growth
Increase relevance to customers and prospects
Improve lead management process
Integrate social intelligence into CRM
Tighter sales and marke4ng alignment
#Selling2People
• Leader in Cloud Recruiting • Based in Silicon Valley • Over 30,000 successful hires • Success across industries
| SLIDE :22
#Selling2People
How InsideView Helps Accolo
| SLIDE :23
Objec:ves
Find and target more leads
Increase relevant conversa4ons
Integrate social intelligence into CRM
Tap into happy customers
400% Call Volumes
750% Mee4ngs
40% Revenue Growth (YoY)
Impact on Accolo
#Selling2People
Thank You
#Selling2People
Marke4ng to People, Not Contacts: Best Prac4ces
© 2010 Marketo, Inc.
Maria Pergolino, Senior Director of Marke:ng, Marketo Author of Modern B2B Marke4ng blog
#Selling2People
Marke:ng to People Not Contacts
Data Content
#Selling2People
Why Data?
• Personaliza:on • Segmenta:on • Targe:ng
#Selling2People
Popular Blogs Defini4ve Guides Resource Center Marketo TV Webinars
Why Content?
Risk Reduc4on
SEO
Social
Nurturing + Scoring
#Selling2People
Content -‐ Don’t Panic!
1 2 3 Stages
1. Short content is good! (YouTube) 2. Reuse and repurpose 3. Stay ahead of the drip
Start small, think big and adapt quickly
4
#Selling2People
#Selling2People
The Value of Lead Nurturing
Fast Leads ( MQL <1 mo)
Slow Leads (MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)
Without Nurturing 20% 6.67% 26.67% $206.00
With Nurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect
Marketo ROI Results
Results: 50% more marke4ng qualified leads from lead nurturing
#Selling2People
Lead Nurturing Relevance
A
B
C
1 2 3 Stages 1. BUYING STAGES
• Early (Pre-‐MQL) • Mid (MQL) • Late (Opportunity) • Customer
2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%
Get The “Defini4ve Guide to Lead Nurturing”
hSp://bit.ly/DGtoLN
#Selling2People
Preferences
#Selling2People
The ROI of Lead Scoring
• Happier Leads • Shorter Sales Cycles • Higher Win Rates
Source: CSO Insights
How Easy Is it To Get Informa4on About Priori4zing Sales Efforts?
Other Benefits of Fewer But Higher Quality Leads
#Selling2People
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics • Firmographics • BANT
• Data quality • Corporate vs. personal email • Loca:on
Interest Are they interested in you?
• BANT • Latent behaviors (engagement)
• Ac:ve behaviors (sales readiness)
Get The “Defini4ve Guide to Lead Scoring”
hSp://bit.ly/DGtoLS
#Selling2People
Interest Scoring -‐ Examples
• Early stage content +3 • AKend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -‐10
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-‐stage content +8 • Late-‐stage content +12 • Searches for “Marketo” +8
#Selling2People
The Marke:ng-‐Sales Handoff (SDRs)
• Best place for drama:c improvements in business performance are handoffs between func:ons
• Benefits of a Sales Development func:on – Faster, more consistent, & beKer quality follow-‐up on leads
– BeKer economics – The human touch enhances lead nurturing – BeKer data and more metrics – Talent development for sales
#Selling2People
No Lead Lev Behind Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
#Selling2People
Sales Insights
#Selling2People
1. Viewer Window 2. Control Panel
Type your ques4on here
Ques:ons Your GoToWebinar ASendee Viewer is made of 2 parts:
#Selling2People
Thank You For AKending Today!