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Introduction
Christopher Engman
CHRISTOPHER ENGMAN INVESTOR AND CRO/CMO CLIMEON,
MEGA DEAL NERD AND AUTHOR
CLIMEON – SUSTAINABILITY AND DIGITAL TRANSFORMATION FOR A
BETTER WORLD
EXISTING REVENUE
POTENTIAL REVENUE
TWINS
SALES RESOURCES
GENERAL B2B MARKETING
The accounts with 80% of the current and expected revenue
$
Top 30 Next 30 Next 100
Clients
80/20 OR 80/5 OR EVEN AS EXTREME AS 80/1? Christopher Engman
MEGA DEALS
Mega Deal Orchestration
ABM / Mega Deal Marketing
Dialogue methods (Challenger Sale, SPIN, Prediction selling,
Solution Selling, Value Based Selling, Customer Centric selling…)
Christopher Engman
[email protected] @chrisengman
Christopher Engman
CHEMICALS OR?
Christopher Engman
TURNING WASTE HEAT INTO ELECTRICITY
Around the boiling point
Hot Water
Cold Water
Clean Electricity
The waste heat from one steel plant covers the electricity for 30.000 villas 31% of all electricity needed in the world can be covered by waste heat
Christopher Engman
AGENDA
1. CLIMEON ALWAYS ONLINE
2. CLIMEON’S ADDRESSABLE MARKET
3. CLIMEON’S DIGITAL MARKETING
4. DIGITAL B2B MARKETING TRENDS
5. SUMMARY
Christopher Engman
PART 1: CLIMEON ALWAYS ONLINE
CLIMEON LIVE
- Scalable regardless of the number of connected machines
- Predictive maintenance
PART 2: CLIMEON’S ADDRESSABLE MARKET
ACCOUNTS AND STAKEHOLDERS
Target accounts per segment:
1. Marine - 7
2. Steel - 10
3. Cement - 12
4. Power - 30
Stakeholders per account: 2-5 key contacts + 100-150 influencers
Total: 59 accounts, 100-300 key contacts, 6.000-9.000 influencers
Christopher Engman
Challenge: How do you reach all the people that make or influence the decision?
LACK OF ACCESS Christopher Engman
PART 3A: CLIMEON’S MARKETING - 70% OF THE BUDGET IS ABM
ACCOUNT BASED MARKETING BUILDING BLOCKS
- ABM advertising (Vendemore) – Marketing & Sales
- Sponsored targeted LinkedIn posts (more narrow targeting but not
possible to blend per account) – Marketing & Sales
- Bannerflow (easy to make and adjust ads) – Marketing
- Personalized web and content (Freya News) – Marketing & Sales
- Letters, Emails, InMails, Calls – Sales
- LinkedIn Beeswarming – Sales
- LATER: Triggerbee
- LATER: Lunch and learn – Sales
Christopher Engman
SEGMENT AND ACCOUNT SPECIFIC ADS, 59 ACCOUNTS
Christopher Engman
Virgin Deal WWF Award
Concept video
Heat Power Intro Video
Branson about Climeon Johan Larsson LinkedIn F&S Report
Marine sustainability
Christopher Engman
Cement = Cement content Steel = Steel content Maritime = Maritime content Geothermal = Geothermal content
Christopher Engman
PART 3B: WHAT PART OF THE ABM SHOULD BE DONE BY SALES?
BEESWARMING VIA LINKEDIN Christopher Engman
LEAD GENERATION AND NURTURING, 2 HOURS PER WEEK
Mon Tues Wed Thurs Fri
x x
Christopher Engman
LETTERS, EMAILS AND INMAILS Subject: Calpine, productivity drops in geothermal sources?
Hi Charlie. I hope all is great.
Congratulation on the sale of the Mankato Plant!
An issue we work on related to geothermal power plants is that the sources may drop in productivity
over time. Sometimes this leads to penalties for the owner/operator due to failing to reach targets.
Climeon has won the WWF Climate Solver Award, has clients on a worldwide basis and one of the
specialties is the bottoming cycle for geothermal plants.
Who in your organization would be the best fit for a discussion related to geothermal plant productivity
drops? Is that you or someone else? I wish 15 minutes on the phone to see if this is something we
should explore more.
Regards, XXX
Christopher Engman
PART 4: DIGITAL B2B MARKETING TRENDS
SAMANTHA WEST
http://newsfeed.time.com/2013/12/17/robot-telemarketer-samantha-west/
Christopher Engman
HOW TO TACKLE THE EXPLOSION OF MARKETING AND SALES TOOLS?
[email protected] @chrisengman
Christopher Engman
PART 5: SUMMARY
SUMMARY - Digitalization where the money is (from the top and down
how many accounts are needed to get 80% of the
revenue?)
- If 80% is found in less than 100 accounts seriously consider
Account Based Marketing (Vendemore, Freya News etc)
- Many marketing and sales solutions? Consider Triggerbee
- Google Samantha West
Christopher Engman
Christopher Engman, investor, CRO/CMO Climeon www.climeon.com Author of the book Mega Deals www.megadeals.org LinkedIn: www.linkedin.com/christopherengman Twitter: @chrisengman [email protected]
