Personalised Marketing
Understand your customers
Mario Haneca - @Hanecam

Insights in the buying process
Which touchpoints are not digital (yet)
How can we learn from every buyer interaction
Drive more relevant and personalized conversations
Sell smarter. Close faster.
Key Takeaways

Why selling smarter?
Sales reps are not adapted for the educated buyer
Only 19% of meetings are valuable to executive buyers
More than 60% of opportunities never close

Why selling smarter?
Only 58,1% of the reps today attain their target
‘17‘16 ‘18‘10 ‘11 ‘12 ‘13 ‘14 ‘15
58.1%
63.0%
58.2%
‘19
TIME
%salesrepsattainingtheirquota

Alignment
19% Faster Revenue Growth
15% Higher Profitability
What are top performing companies doing different?
Sales
Marketing
Product
Image by business2community com
Sales Enablement
+ 8,5% impact on revenue

Top performers focus on the Why Change & the value wedge
AWARENESS
YOUR
COMPETITOR
YOUR
COMPANY
60%
Status quo
Why us?
Why Change? 74%
Buying Vision

Sales Force Enablement - Defined by CSO Insights
A strategic, cross-functional discipline
designed to increase sales and productivity
by providing integrated content, training and coaching services
for sales people and frontline sales managers
along the entire customer’s journey,
powered by technology

DATA
DRIVEN
BUYER
JOURNEY
ALIGNED
TECHNOLOGY
ENABLED

BUYER JOURNEY ALIGNED

SHIFTING FROM SALES CENTRIC TO BUYER CENTRIC
CONTACTED QUALIFIED DEMO PROPOSAL CLOSED
AWARE EDUCATION SELECTS
INTEGRATES
USES/EXPANDS
Extension of the sales cycle

ONBOARDING
AWARENESS
EDUCATION
SELECTION
EXPANSION
USE
BUYER JOURNEY ALIGNED

TECHNOLOGY ENABLED

Technology … to the rescue
Industry 1 Industry 2 Industry 3 Industry 4
Sub vertical 1 Sub vertical 2
Persona 1
Persona 2
Persona 3
8 x 3 x 5 x 6 x 4 = 3456 unique sales conversations
Messages
Messages
Messages
Insights
Insights
Insights
Goals
Goals
Goals
Questions
Questions
Questions
Competition
Competition
Competition
Objections
Objections
Objections
Solution 1
Solution 2
Solution 3
Solution 4
6 Buying phases

DATA DRIVEN INSIGHTS

LEVERAGING INSIGHTS FOR RELEVANT CONVERSATIONS
PROGRESS IN BUYING PROCESS
websitecampaignremotefield
Non-human touchpoints Human touchpoints
CHANNEL
BLIND SPOT
DIGITAL BODY LANGUAGE
LEAD SCORING RECOMMENDATIONS

Imagine a world where a clueless content spaghetti
No feedback

Is tranformed into snackable JIT buyer aligned content slices
Analytics

And extended toward prospect post-meeting insights
Analytics Insights

DATA
DRIVEN
BUYER
JOURNEY
ALIGNED
TECHNOLOGY
ENABLED
RIGHT
CONTENT
RIGHT
PERSON
RIGHT
FORMAT
RIGHT
MOMENT
SELLSMARTER
CLOSEFASTER
Personalised Marketing
Understand your customers

$10.5M
Funding
750+
Customers
Founded
2011
$10M ARR
END 4Q2015
3 SPOTS
Ghent – London
San Francisco
Our Story
120+
Employees
100 K
DAILY USERS
96%
Retention
Partners
Awards

Thank you!
@Hanecam
Tuesday November 24th 2015