Net New Business Summit 16 0920 Destin Forida
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The document discusses methods for measuring sales and marketing effectiveness, focusing on deal exposure and its calculation. It emphasizes the importance of online presence and social selling, particularly as digital strategies become more vital in influencing buyer decisions. The document outlines a step-by-step inbound lead generation strategy and encourages the integration of modern marketing techniques for better engagement.
Net New Business Summit 16 0920 Destin Forida
- 1. A NEW METRIC FOR SALES AND MARKETING EFFECTIVENESS
- 2. Websites | SEO | Blogging | Social Social Sales Major Account Coaching Inbound Marketing About Us
- 3. HOW DO YOU MEASURE SALES AND MARKETING EFFECTIVENESS?
- 4. Deal Exposure What % of the deals in your market in which you are involved? Deals Involved Unaware
- 5. How Can You Measure Deal Exposure? Deal Exposure Total Deals in Market Deals You Played In = ÷ BEQI ÷ Average Units/Deal
- 6. Example 20% Deal Exposure 5,000 Total Deals in Market 1,000 Deals You Played In = ÷ 12,500 units ÷ 2.5 Units per Deal
- 7. TWO WAYS TO MEASURE AND TRACK DEAL EXPOSURE
- 8. 94% of buying decisions begin online Acquity Group, 2014 B2B Procurement Study
- 9. Marketing How many people came to my website?
- 10. MARKETING How many people came to my website 1. From the local market 2. Through search engines? 230
- 11. Deal Exposure Calculation: Marketing BEQI: 0.00303857 X 2,485,137* = 7,551 units/year 7,551 / 12 = 629 units in market/month 629 units / 2.5 units per deal = 251 deals * 2015 OEM Shipment data from InfoTrends A4: 1,728,190 units A3: 756,947 units 230 local search visitors last month ÷ 251 deals = 91.6% Deal Exposure
- 12. Deal Exposure Calculation: Sales BEQI: 0.00303857 X 2,485,137* = 7,551 units/year 7,551 / 12 = 629 units in market/month 629 units / 2.5 units per deal = 251 deals * 2015 OEM Shipment data from InfoTrends A4: 1,728,190 units A3: 756,947 units 95 pipeline deals ÷ 419 units = 22.7% Deal Exposure
- 13. HOW CAN YOU IMPROVE YOUR DEAL EXPOSURE?
- 14. Two Types of Prospects
- 15. The Newest Members of Your Sales Team
- 17. 84% of C-level and VP decision makers admit to using social in their decision- making process. IDC, 2014 study of B2B buying habits
- 18. Buyers are vetting sales professionals online Traditional sales prospecting strategies are becoming less effective Buyers are younger Millennial’s are entering the sales force
- 20. DOES LINKEDIN REALLY WORK IN THE FIELD?
- 22. RESEARCH Find companies and contacts in your territory. FOLLOW Learn about your prospect CONNECT Send a personalized invitation. NURTURE Build relationship with content MEET Ask for a conversation. The Social Selling Process
- 24. MARKETING AN INBOUND LEAD GEN STRATEGY
- 25. 1. Get Found Online
- 26. Blogs Social Keywords Calls-to- Action Landing Pages Nurturing CRM Integration Signals Event-Driven Marketing 2. Convert Visitors to Customers ATTRACT CONVERT CLOSE DELIGHT
- 27. DO PEOPLE BUY COPIERS ONLINE?
- 31. Inbound Lead Gen in Action 10:13Found dealer in Google Visited 19 pages on dealer’s website/blog 10:40Downloaded special report 10:41Sales rep notified 4 day sales cycle 2 imageRunners-$19,669 Regional food producer
- 32. SALES SALES MAJOR ACCOUNT STRATEGY MARKETING MARKETING 57% IN PERSON DIGITAL PROSPECTING DIGITAL MARKETING ONLINE BLOG WRITING SOCIAL MEDIA SEARCH ENGINES RESOURC EWEBSITE INBOUND MARKETING SOCIAL SALES SKILLS
- 33. Discussion How can you measure and track deal exposure? What three sales or marketing actions could you implement to increase your deal exposure?
- 34. Questions? Darrell Amy [email protected] 214.224.0050 x.101 /in/darrellamy @darrell_amy Larry Levine [email protected] 805.586.3245 x. 302 /in/larrylevine1992 @larry1levine John Pulley [email protected] 561-349-5150 x. 301 /in/johnpulley @johnpulley
Editor's Notes
- #18: More from the IDC Study: Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers. Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.