HOW TO CREATE A REPEATABLE B2B PROCESS How to create a repeatable b2b process and create effective channels and efficiently scale— personal insights backed by speakers from the 2015 launch scale conference

DO YOU WANT MORE CUSTOMERS?

If you don’t want more customers then stop reading this and go back to what you were doing.

click next if you want more

GREAT LET’S GET MORE CUSTOMERS

How do you start?

Create Objectives (Tangible goal 100 demos, 100 signups)

Define KPI (Key performance Indicators, What is a success?)

2 Strong KPI’s no more than 5 —Abigail Kiefer of RedClay

Once you have KPI’s a work on getting the message right.

WHAT IS OUR MESSAGE? DOES IT WORK?

Is your message Clear, concise and Captivating:

Be Clear: say what you mean. speak to the inner child

Be concise: keep it simple and to the point

Be Captivating: connect on an emotional level

—Jared Fliesler @ matrix partners

TEST YOUR MESSAGE

Manually:

everybody in the company should be able to explain the product in 30 seconds

telephone game with potential customers have them say what you are back to you

Programmatically

Test your message with a statistically significant audience with ads

OK YOU HAVE YOUR MESSAGENOW DISTRIBUTE IT

CMO zenefits:

“marketing is distributing your message”

“You will either have a flicker or nothing come from your tests”

Jared Fliescher:

“Marketing is the highest spend area of high growth comes.”

“Every fortune 5000 company does marketing”

“be critical of marketing and where you are spending money, test and optimize what’s working”

WHAT CHANNEL?

Email for b2b is best LeadGenuis CEO

use data to qualify your leads during prospecting

in email messaging be personal, genuine,and be helpful

use a drip campaign

no prospecting by sales reps, no marketing by sales reps, no researching by sales reps, automate channel and you will 3x your sales person performance

EMAIL CONT.

KPI’s for email marketing

sentiment in response

response rate

Engagement rate(CTR)

4 COMMON CHANNELS

Content = Used to explain complex items and ideas

SEM = Used to test messages and Intent i.e. Adwords and SEO Landing Page’s

Social = Used to Target your audience and personas and targeting tools

Video = Used to brand solidify value propositions to users.

ON LANDING BIG CLIENTS

Read what your target market is reading, i.e. Arkansas times

Know the department you are going after, what’s the decision hierarchy

With big Client you must answer Why Now, Why should they change now?

Walmart example:

200 emails, 6 months sales cycle, 7 visits multiple trips to Walmart

GET A PILOT.

Hustle but be polite and genuine 

Ask questions every step of the way and be helpful 

Go to them in when nobody else will weird times Chicago in January in a blizzard

Did I mention Get a Pilot?

LET’S GET THEM TO ENGAGE.

Localytics presenter:

Push messaging increases engagement dramatically

Push messages in the app (Notification and Statuses)

Reaffirm same message in email

Push messages out through remarketing/retargetting

KEY TAKEAWAYS

Sales solves all problems.

Start with KPI’s. Where are your kpi’s? How do we know you are doing well or not? everything else is subjective.

Nail messaging and message test. How are you testing our message?  Use adwords, and display text ads to test the message and play the telephone game internally and externally

Prospect the Clients you want using Data

Drip on those prospects everywhere, email is cheapest, FB, twitter everywhere the targets are you message to only them to reduce spend

Marketing is nothing more than distributing your message and choosing who and where and when it is seen