Data Driven Selling Neal Polachek : Board Advisors€¦ · oImprove targeting oIncrease...
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1 BuzzBoard.com Data Driven Selling Neal Polachek : Board Advisors
Transcript of Data Driven Selling Neal Polachek : Board Advisors€¦ · oImprove targeting oIncrease...
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Data Driven SellingNeal Polachek : Board Advisors
Billions of inefficient business Conversations every month - The missing ‘SO WHAT’
Problem
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Connecting the Data Dots
Connecting endless streams of individual data points, which by themselves say virtually “nothing”, but when woven together surface meaningful insights that matter.
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Why Meaningful InsightsMatterThey drive human conversationsThey build relationshipsThey evoke emotionsThey rationalize decisionsThey take away risksThey create urgency
And ultimately Meaningful Insights drive customer acquisition, growth and retention
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Why is there a Problem Today?
• Unreliable
• Old and outdated
• Multiple sources
• Dis-connected
• Live in Spreadsheets,
SQL
• Multiple people
• Empty
• Expensive
• Multiple
• Dis-integrated
• Point solutions
Part 1 – Data Part 2 - Workflow
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Linking Insights: Leveraging Big Data
Marketing Sales Customer Support
Insights for Customer Facing Functions
• Customer/Prospect segmentation
• Customer/Prospect digital profile
• News and reviews
• Outbound messaging
• Product/customer fit
• Product Marketing
• Key category trends
• Competitive Profiling
• Product/solution selling
• Change in social graph
• Customer attribute matching
• Credit scoring
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What We See from Nearly All Customers
oLeadGen tactics vary across sales teams
oOpportunity management and sales processes are
inconsistent across markets
oRep activity is variable within and across markets
oLack of unified best practices
oLimited transparency between and among sellers and
managers
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What We Recommend: A Pilot Partnering Approach
o Improve targeting
o Increase efficiencies across sales team (save time, money,
transparency)
oSecure more appointments
oDrive more impactful conversations between sellers and
prospects
oSell more per rep per month
oAccelerate sales cycle overall
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Pilot Objectives
oProvide unlimited access to BuzzBoard to sales and
marketing team
oTeach team how to use BuzzBoard Marketing via hands-
on support
oCo-develop robust marketing personas for targeting
purposes
oProve and refine BB-fueled inbound / outbound
marketing tactics
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How – The Customer Velocity Platform Sell More Faster
Strengthen relationshipsReduce churnSell more faster
Efficient Better targeting Improved engagement
Up-sellCross-sellRe-activation
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Customer Velocity Platform Sell More Faster
Strengthen relationshipsReduce churnSell more faster
Efficient Better targeting Improved engagement
Up-sellCross-sellRe-activation
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Customer Velocity Platform – Acquire, Managed by BuzzBoard
CustomerOutboundMarketing
Marketing Sales
Micro-Segmentation Engine
Customer Velocity Platform
BuzzBoard Customer
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Inbound LeadGen: Activities & Ownership
o Content Generationo Content Productiono Widget Creation
o Widget Promotion/Traffic Creationo Lead Scoring & Distribution
Inbound Marketing
BuzzBoard Widgets BuzzBoard Content
Customer Velocity Platform
Micro-Segmentation Engine
Marketing SalesBuzzBoard Customer
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Inbound LeadGen: Strategic Content & Insights
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Inbound LeadGen: Strategic Content, Infographics
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Inbound LeadGen: Strategic Content, Internet Widgets
Enter website URL
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Report
YouTube
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Case Study: $1.5M in incremental sales during first 5 months
Local search provider to SMBs uses BuzzBoard Insights and segmentation workflow for demand generation and go to market
Who:
Use Case 1 – Rich, contextual insights pushed to demand generation platforms and to sales for faster conversion
The New Way
• Excel, email and phone calls
• No context to data, no linkage to solutions
• Data was solely firmographic 1.0
The Old way
Use Case 2 – Analyze existing customer base to reallocate resources for upsell and cross sell and more efficient go-to-market tactics
• Resources allocated based on spend of customers v.
opportunity
• Limited product-fit with customer and prospect personas
