B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
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This document outlines a B2B sales and marketing strategy for tech companies by Jonathan Donado, emphasizing the transition from traditional sales funnels to digital marketing approaches. Key strategies include leveraging social media, particularly LinkedIn, for engaging prospects, and integrating various media types—paid, earned, and owned—into marketing efforts. It highlights the importance of creating valuable content and building relationships in the sales process to maximize engagement and conversion rates.
B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
- 2. About me Linkedin.com/in/jonathandonado Twitter.com/donadosays Bilingual senior general management executive with expertise in international business and Mergers & Acquisitions (M&A) If you like the presentation, please give a ”Like” on SlideShare. It’s much appreciated ! o Education: - Senior Executive Fellow – Harvard University - MBA – IESE o Certifications: - Six Sigma Black Belt (CSSBB) – ASQ Certified - PMP - PMI-ACP – Agile Certified Practitioner Jonathan Donado
- 3. LIFE IS DIGITAL WITH A HUMAN TOUCH - Jonathan Donado THE APPROACH:
- 6. WHAT ARE THE STAGES OF A SALES PROCESS?
- 8. Prospects Leads Opportunities Sale / Deals 13% of Leads convert into Opportunities. Average Time: 84 days 6% of Leads convert into Sales Average Time: 18 days • Qualify Leads Step 1 • Cold Calls Step 2 • Sales Demo Step 3 B2B TRADITIONAL SALES FUNNEL
- 9. THE TRADITIONAL SALES FUNNEL IS OBSOLETE FOR B2B TECH COMPANIES
- 10. Social Networks EngageEducate Social Sales - More educated - Self-driven - Informed: 57% research online for solutions prior to engaging with a salesperson NEW B2B SALES FUNNEL
- 11. HOW DO WE LEVERAGE OUR SALES STRATEGY WITH DIGITAL MARKETING?
- 13. Paid Media Earned MediaOwned Media • Advertising • SEO • Direct Marketing • Paid Endorsements • Etc • Press Release Pickup • Blog Mentions • Social Media Mentions • Word of Mouth • Etc • Company Social Media • Corporate Web Page • Company & Sales Team Blogs • Videos (how to, etc) • Emails • White Papers / Cheat Sheets / Case Studies / Competitive Assessment • Etc DIGITAL MARKETING STRATEGY
- 17. Earned Media Earned Media Owned Media https://www.socialmediatoday.com/social-business/case-b2b-marketing-linkedin-infographic-0 92% of B2B marketers leverage LinkedIn over all other social media platforms 80% of B2B marketing leads in social media come from LinkedIn, and conversation rates are 3X than Google AdWorks
- 23. Earned Media Earned Media Owned Media News Articles Videos Insights Best Practices CONTENT Conversations Comments on posts OWNED Content 3rd PARTY Content Once to twice per week / group FREQUENCY Ongoing Value added information & data OBJECTIVE Engagement - Sales Rep shall take time to strategize to effectively engage and participate in industry related Groups with the goal to continuously add value in all Groups - Videos receive 98% higher engagement rate - 64% of Group member expect the content to be informative and insightful LinkedIn GROUPS STRATEGY: Engage
- 25. Earned Media Earned Media Owned Media Engage Do Engage in Conversations: Customer engagement is the key to every business success. Initiate one-on-one communication and be approachable to your customers as you would be with friends. Be Authentic: When you use social media without a genuine purpose to foster a solid relationship, your half-hearted intents won’t go unnoticed. Do add value: To become a trusted resource, always have something to give to your customers in return for their curiosity. Create distinctive corporate marketing messages and insights reach prospects and customers. Don’t Broadcast: Selling is primarily about building relationships and knowing your customers. Bombarding your audience with promotional content is far less effective than you may think. LinkedIn GROUPS :
- 37. Earned Media Earned Media Paid Media Advertise in Social Media Top Social Media Channels for B2B Advertising Source: http://marketingland.com/study-21-marketers-tracking-content-marketing-results-102263
- 41. Farming HuntingFishing Revenue Impact Strategic Impact • Sales Initiatives • Social + Paid + Earned Media Campaigns NEW SALES STRATEGY: EXPECTED RESULTS
- 43. LIFE IS DIGITAL WITH A HUMAN TOUCH - Jonathan Donado THE APPROACH:
- 44. 52 Connect with me Linkedin.com/in/jonathandonado Twitter.com/donadosays Bilingual senior general management executive with expertise in international business and Mergers & Acquisitions (M&A) If you like this presentation, please give a ”Like” on SlideShare. It’s much appreciated ! o Education: - Senior Executive Fellow – Harvard University - MBA – IESE o Certifications: - Six Sigma Black Belt (CSSBB) – ASQ Certified - PMP - Agile (ACP) – PMI Certified Jonathan Donado