Telemarke(ng is Dead Long Live the Telephone
Dan Kraus, Leading Results Pat Lysak, Impole Corpora(on
Business Development issues our clients are facing
Challenge 1: No Focus On Differentiation • Company WOW is indistinct • Sales & Marketing talk about generic features &
benefits • Deals are won/lost on price
Challenge 2: Lack of Repeatable Process • No Process for nurturing early-stage prospects • No Process for creating repeatable, sustainable
customer delight • No Process for creating additional current-
customer sales
Challenge 3: Ideal Customer is Anyone.. • No clarity and focus to messaging • No consistent feedback loops • No referabilty
Challenge 4: No Systematic Approach for Finding New Customers • No content repurposing • Website underperforms • “Hope” for referrals • Traditional Marketing programs underperform • Inbound Marketing Lead are “bad”
Challenge 5: No Calendar
• Marketing activity of the month is the plan
• No consistent way of getting the message out
• No consistent value-based follow up
The Big Problem
Business Growth is unpredictable and inconsistent
Its not your Tactics…
…Its the lack of Strategy
When you explain to people what you're trying to do, as opposed to just making demands or delega(ng tasks, you can build instant trust, even if it's just for that short (me you're on the phone.
-‐ Simon Sinek
Agenda
Ø GeJng the right coordinates for the target Ø ALrac(ng ALen(on Ø Moving Prospects through the Buying Process Ø The Ecsta(c Sales Team Ø The Delighted Customer
Who is Impole
• Sales enablement organiza(on focused on developing account intelligence
• Both primary & secondary research • For over 30 years on behalf of both Fortune 500 companies
and start ups • Operate on a global basis, HQ in Waltham, MA • Use the phone as the medium • Proven processes to mesh the solu(on, the message and the
market • Drive the front end to the sales process. We are a tool!
Leading Results
• Marke(ng services agency – coaching, consul(ng and doing » Outsourced BizDev Strategy & Execu(on » 1:1 Coaching & Consul(ng, Group Coaching » Frac(onal VP Marke(ng Services » Bite Sized Business Development
• Hubspot Gold Partner • Authorized Duct Tape Marke(ng Consultants • Headquartered in CharloLe, NC • Clients through 14 (me zones • We help you stop was(ng money on marke(ng that doesn’t
get results
Leading Results Core Mantra
• Don't talk about the products you sell; talk about the problems you solve.
• Then talk about the remarkably different way that I will experience working with you as you solve those problems.
• Be sure you tell me what I get; NOT what you do. Because I don't have (me to figure out if what I need is what you do.
The Face of Lead Genera(on has Changed
What are the right target coordinates?
You Need: • Ideal customer profile (business type) • Buyer personas • Insights to share
Figuring Out Your Ideal Client
Anyone? Anyone? Any…one?
Ideal Customer (aka: target market)
• What it should not be: » Anyone with money » Anyone in a certain city or town » Anyone that wants to buy x » Anyone….
What is an ideal target?
• Values you • Align with the company vision
• Profitable • Not just money
• Refers • To other ideal
Personas Buyer personas are fictional representations of our ideal customer. They come from a composite of research and experience and remind us of the unique human element of our ideal customer audience
Personas
Essentials of a Good Persona • It is NOT a title • It is not made up: research + experience • “They” have a personality • It evolves over time
Customer Needs & Problems
Company Exper(se, Insights & Value
Marke(ng & Sales Focused
Insights
Insights to Share
Build a Good List
Why? • Develop critical account knowledge • Increase sales rep productivity • Accelerate sales process
“Nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking, pricing, and so on [happen]—before even having a conversation with a supplier.”
Build a List
• Building a Suspect List is more than email addresses
Build a Good List
Iden(fy best prospects • Your list needs new data – requiring insights from inside
the accounts to learn if they match your criteria
» Use the Phone for Research • Technology environment • Sa(sfac(on with current solu(ons • Where are they in the buy cycle • Psychographics
ALrac(ng ALen(on
Key Elements for Success
Measure, review & op(mize
Unrecognized need
Recognized need Informa8on gathering
Decision to pursue a solu(on Due diligence & consider op8ons
Decision to solve or not solve Implement & learn to use
Support access
Buyers Journey
Move Prospects down the path
• Qualify Stage • Nurture
» Email » Phone » Social
Move Prospects down the path
• What do you do when the prospect is a great fit but they are not responding to email or social media? » Direct interac8on required
• Iden(fy the personas to nurture • Fully understand their needs • Educate them about how you solve their problem
Move Prospects down the path
Nurture Accounts –
• In the best B2B sales process, the sales person is NOT looking for “BANT” anymore. It is no longer a solutions sell- it is an insight sell.
• Start interacting! What problem do you solve for the prospect?
Move Prospects down the path
Marke(ng Nurtures Sales wants to prospect un(l receive well un(l ready for qualified leads sales team … by their defini(on.
Move Prospects down the path
Definition of MQL • Meets criteria determined by your company
definition of lead process • Contact has:
• Downloaded white paper • Inquired for further information • Indicated interest in sales contact
Move Prospects down the path
• Definition of SQL • Develop specific criteria • Understand each account:
• Environment • Current solution • Drivers for new solutions • Buy cycle, readiness to engage
• Requires direct contact with account
Move Prospects down the path
Marke(ng Nurtures Sales wants to prospect un(l receive well un(l ready for qualified leads sales team … by their defini(on.
Move prospects down a path
Star sales people evaluate prospects according to criteria different from those used by other reps, Target agile organizations in a state of flux rather than ones with a clear understanding of their needs.
What happens when Sales gets SQLs?
• Makes them happy! J • They follow up • Marke(ng team is a heroJ
Closed Customer
• Customer Sa(sfac(on Measurement/Mgmt » Telephone surveys & Follow up » Net Promoter » Follow up to each interac(on
Measure, review & op(mize
Unrecognized need
Recognized need
Informa(on gathering
Decision to pursue a solu(on
Due diligence & consider op(ons
Decision to solve or not solve
Purchase, Implement, ac(vate
Support/Help access
Buye
rs J
ourn
ey
Inbound Marke(ng/SEO
Phone Follow Up
Nurture Marke(ng
Phone Follow Up
Sales
Phone Follow Up
Consul(ng / Services
Final Offer
If you’d like to improve your business development process….
No Obliga8on 30 Minute Review of Your Overall Sales and Marke8ng Process &
Workflow
Email us:
Dan Kraus [email protected] Pat Lysak [email protected]