Post on 18-Jul-2015
Today
Marketing and Sales need to change
Lead management and nurturing
Content Marketing /Story telling
Social Selling
the 6 new rules of marketing
be foundfind customers
demographic
mass advertising
few/ isolated channels
intuitive decision making
Behavioral segmentation
1:1 communication
exploding/ integrated channels
data-driven automation
then now
the 6 new rules of marketing
be foundfind customers
demographic
mass advertising
few/ isolated channels
intuitive decision making
Behavioral segmentation
1:1 communication
exploding/ integrated channels
data-driven automation
then now
the new rules of selling
always be connectingalways be closing
I am the man
my customer = bonus
marketing does not understand
look at my car
tech makes me nervous
I listen
my customer = lead generator
we work as a team
look at my connections
tech makes it easy
then now
I’m not an administrator data helps with my quota
you sell more if you stop selling!
the new rules of selling
always be connectingalways be closing
I am the man
my customer = bonus
marketing does not understand
look at my car
tech makes me nervous
I listen
my customer = lead generator
we work as a team
look at my connections
tech makes it easy
then now
I’m not an administrator data helps with my quota
you sell more if you stop selling!
Today
Marketing and Sales need to change
Lead management and nurturing
Content Marketing /Story telling
Social Selling
it’s all about
the right message,
at the right time,
through the right channel
for the right person!
+ + =+
nurturing is key
50 % more sales-ready leads and 33% lower cost through nurturing
(Forrester)
//
Reach
Engage
Activate
Leverage
Funnel Mindness = Revenue Management
Inquiries
Marketing QualifiedLeads
Sales Accepted Leads
Sales Qualified Leads
Closed deals
Socia
lS
ellin
g
Conte
nt M
ark
etin
g
Nurtu
ring
Inb
ou
nd
mark
etin
g
Alig
nm
en
t
Today
Trends
Marketing and Sales need to change
Lead management and nurturing
Content Marketing /Story telling
Social Selling
John Bits
De ingenieur• -Tech forums
• -Blogs
• - Product specificaties
Ria Evera Marketing Manager
-Slideshare
-Gebruiksvriendelijkheid
Buyer Persona helpen bij het maken van keuzen
Em
otio
na
l-----------------------------Ra
tion
al
Entertain (virals, quizzes,
games)
Inspire(reviews,
endorsements, quotes)
Educate(trend reports,
articles, guides)
Convince(data sheets,
webinars, case studies)
22
Awareness------------------------------Action
Relevant content = customer insight +journey
Today
Marketing and Sales need to change
Lead management and nurturing
Content Marketing /Story telling
Social Selling
SOCIAL SELLING IS is a sales technique, leveraging social media and tools, to get and maintain a 360 degree picture of the clients and their
influencer on an ongoing basis"People buy from companies they know, like and trust,
not because your sales rep has cold called them.
People buy from companies they know, like and trust, not
because your sales rep has cold called them.
Social selling is a sales technique, leveraging social
media and tools, to get and maintain a 360° view of the
clients and their influencer on an ongoing basis
social selling steps
1. identify
3. be visible
4. listen
5. engage
6. sell/ retention
2. plan
marketing
customer service
sales
1. identify
Meet John Bits
One of the main buying persona
The Geeky Engineer
• 30 years old
• Electrical Engineer
• 24 Hours on the PC
• ask your customers!
• 93 % of buyers influenced by social
our customers are not social!!!
4. listen: don’t miss leads and trigger events
The three things to look for:
1. hints at ongoing or future
product or service
evaluation
2. chatter between
competitors and their
customers
3. personnel changes
Om over na te denken
Hoe ziet jouw funnel eruit? Omzet doelstelling,
aantal klanten, aantal offertes, aantal afspraken, aantal
SQL en MQLs?
Beschrijf de ideale klant voor jouw bedrijf?
Kenmerken, DMU?
Hoe zou jij een MQL scoren en hoe een SQL?
Om over na te denken
Wat zijn de belangrijkste buyer persona voor jouw
content marketing?
Welke content is er nu beschikbaar en waar bevindt
deze zich in de matrix?
Om over na te denken
Wat zijn de belangrijkste succes factoren voor social
selling binnen jouw bedrijf?
En hoe kun je deze meten /KPI’s
Lead scoring Model
FitPassen zij bij ons?
InteresseZijn zij geinteresseerd
in ons?
Expliciet
Demografisch
(geo, grootte))
BANT (budget, autoriteit,
Need, Timeline
Impliciet
Afgeleidekennis (data
mining, profile)
Online gedrag (clicks,
webinars))
Negatieve score o.b.v. ongewenst gedrag bv vacatures
Van 535 naar 3500 connecties (Linkedin)
Van 54 K naar 1.3 M. volgers (Twitter)
Versterkte engagement, connectie en referrals
Virtueel gunnen
Learning and growth• Use Social Selling
• Develop sales 2.0 reps
• Enable through technology
Customer• Be a valued partner
• Seen as a Thought Leader
• Socially connected
Internal Business• Increase alignment
• Structure lead
management process
• Increase Sales Intelligence
Align and Monitor
Financial• Customer life time value
• ROI of social selling
sales 2.0 strategy & vision