Eight Keys to SaaS Demand Generation Success
Matt Heinz & Dave Chase
February 17, 2010
Things to know
• Matt Heinz– [email protected]
• Dave Chase– [email protected]
• Send questions via GoToWebinar console
• Recording available afterward
• Demand generation audit details
Where these came from
• Real-life success stories (and mistakes)
• Multiple industries (healthcare, IT, cleantech, legal services, real estate, etc.)
• Economies good and bad
• Consumer and B2B
These practices are universal
Table Stakes (“The Basics”)
• Bias for action
• Test & measure
• Culture of failure
• Build for the future
#1: Clear definitions of qualified prospects
• HOT Opportunity Attributes for use in sales qualification Highly qualified
•Open GL rendering is acceptable•Differentiation is critical•Controlled lighting presentation•High-end builder•Portability requirement
Moderately qualified•Requires WOW factor•Maya rendering quality or less required•Multi-tile requirement
Poor Alignment•Requires V-ray quality rendering•Needs < 3 day turnaround•Not willing to pay at least $3k/rendering•Low-end builder
#2: Map value proposition to benefits/needs
• “Why” vs. “How/What”
• Your story vs. their story
• Messaging examples:– “I” vs. “You”– Cause vs. Effect– Present vs. Future– Process vs. End-Result
#3: Develop a multi-stage, customer-centric engagement process
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Nurture MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn, Vertical Communities
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator IdeasCustomer Targets (based on persona profiles)
#4: Ensure consistent CRM usage across sales & marketing
• Everyone using the same reports
• Common lead definitions
• Response time SLA
• Clear lead & opportunity stages
• Focus on revenue metrics
#5: Ongoing customer research & insight
• Customer Lifecycle Model
+
Value of Customer Insight Increases throughout Lifecycle
+ + +
#6: Ongoing dialogue, feedback between sales & marketing
• Meeting rhythm
• Proximity
• Building trust
• Common goals, rewards
#7: Leverage your existing customers
• Referrals, evangelists & promoters
• How and where to publish
• Managing usage
#8: Realizing the full value of your people
• Hunter vs. Farmer skills reflected in Job Descriptions
• Onboarding Training
• Synchronized Sales & Marketing Metrics
• Ongoing training and workshops (see sample)
#8: Sample Training/Workshop Schedule
• Module 1: Company Overview, Values, Team, Goals
• Module 2: Company Presentation• Module 3: Industry, Market,
Ecosystem• Module 4: “Why Us - Why Now?”• Module 5: Marketing 101
(Website, Brand Strategy…)• Module 6: Marketing 201 (Tools,
Collateral…)• Module 7: Partner Training• Module 8: Customer Segment
Training• Module 9: CRM training
• Module 10: Lifetime Value Customers
• Module 11: Sales Process: Leads to LTV customers
• Module 12: Making those first calls
• Module 13: Sales Role Playing • Module 14: On-boarding our
solutions• Module 15: Partner & 3rd Party
Integration Overview• Module 16: Acct Mgr
Presentation • Module 17: CRM training Part 2• Module 18: Sales Process
Review
Tight Sales & Marketing Integration throughout
Demand Generation Audit
Questions
Next Steps
• Additional Questions– Matt: [email protected]– Dave: [email protected]
• Recording & Notes– Via @HeinzMarketing
• Demand Generation Audit– Outline will be emailed to all attendees– Email with any questions
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