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SALES AND MARKETING
Fabiano Cid
Ccaps Translation and Localization
ON A SHOESTRING
IT’S PERSONAL
• Not about South America (again!)
• But will make this personal (as usual)
• Worked for us; might not work ...
AGENDA
• 3 Budget Killers
• 3 Lifesavers
• 3 Yellow Flags
(and I have only 20 minutes !!!)
BUDGET
BUDGET
• If you don’t have one, you are lost
• Find a template and customize it
• Keep track of your costs
• It’s a consta...
BUDGET KILLERS
BUDGET KILLERS
• These tools are amazing but far too expensive
• You won’t use 1/10 of the resources they offer
• Low-cost...
Curso de
Administrador
Salesforce
Apostila de curso
Fone: 2666-3566
treinamento@cloud2.com.br
www.cloud2b.com.br
SALESFORCE
• Not intuitive
• Paid for external training
• And we had to pay for a full year in advance
without having even...
MARKETO
• These prices are per month!
• Spark edition doesn’t have some basic features
• As a small business owner, can yo...
HUBSPOT PRICES
• Packages change according to:
o List of features
o Number of contacts
• Whoever has 100 contacts in their...
“STEAL” THEIR FREEBIES
SOMEONE IS PAYING...
BLOG TOPIC GENERATOR
Try this (at least for fun):
http://www.hubspot.com/blog-topic-generator
LIFESAVER #1
ZOHO CRM
ZOHO CRM
• All the features a full CRM solution could have
... for a fraction of the price
• The perfect way to start fami...
ZOHO FAMILY
• If you want, you can integrate:
o Marketing campaigns (more on this later)
o Accounting
o Email
o Contact da...
LIFESAVER #2
LINKEDIN
• LinkedIn probably has the largest number of
professionals online
• For SMBs, best lead generation online tool
•...
LIFESAVER #3
SURVEYMONKEY
• Fully (and pretty well) localized
• Perfect for satisfaction surveys
customer, vendor, employee
• Amazing t...
YOUR JAW-DROPPING CONTENT...
MUST BE DELIVERED!
YOU’VE GOT MAIL!
MAIL MARKETING
• We used ConstantContact for years
• Found a whole new world with MailChimp
o Responsive, more features, e...
MOST EFFECTIVE
In Person Webinars VideosEvents
MOST EFFECTIVE MKT TOOLS
• … according to the Content Marketing Institute
• Do you have “ideas worth spreading”?
• Webinar...
CAN THEY HEAR YOU?
EXPRESS YOURSELF!
WEBINAR TOOLS
• JoinMe proved better for demos
• ClickMeeting had an unbeatable annual plan
• But serious technical drawba...
SOCIAL MEDIA ATTACK
BE CAREFUL WITH SOCIAL MEDIA
• Works best with B2C not your B2B
• Think brand recognition, not sales
• Choose one or two; ...
SENIOR SALESPEOPLE
SENIOR SALESPEOPLE
• Promise a lot but may not deliver
• Old-fashioned techniques
• Hard to manage
• Work better in large ...
MILLENIALS
MILLENIALS
• If you were born before the Internet, you’re old
• These kids are smart, excited and fast
• Ours went from in...
OVERSTAFFING
VERSUS OUTSOURCING
OVERSTAFFING x OUTSOURCING
• Think before hiring:
Short, medium or long term commitment?
How is the learning curve?
Is the...
CONTENT GENERATION
CONTENT GENERATION
• Most effective tool for your nurture program
o Keep them hearing from you
• Make sure to track your o...
CONTENT GENERATION
Writing (external, monthly cost) R$ 1,900.00
Translation into Spanish and Portuguese + PM (external) R$...
HOWEVER...
THE 4Rs
THE 4Rs
• Recycle, Reformat, Repurpose, Republish
• Article has been distributed
• Becomes infographic
• Several daily ret...
MORE LIFESAVERS
FREEBIE SUPPLY
http://freebie.supply
FREEBIE SUPPLY
• More than 300 apps
• Divided in 5 categories:
• Business
• Marketing
• Design + Code
• Productivity
• Lea...
IF YOU LIKED MY SHOESTRING
• Let the world know!
• But let me know too…
THANK YOU!
Fabiano Cid
Ccaps Managing Director
GALA Ambassador
fcid@ccaps.net
Tel: +55 (21) 2507-5989
Cel: +55 (21) 98222-...
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
Sales and Marketing on a Shoestring
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Sales and Marketing on a Shoestring

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Following a successful presentation last year in Istanbul, Fabiano Cid was back in Sevilla for the GALA conference with another highly engaging session that focused not on his failures like last time, but on yours! Specifically, on what might be wrong with your sales and marketing strategy. Fabiano explored inexpensive and uncomplicated marketing and sales tools that help company owners and executives reach their targets without going bankrupt or going grey. Think of it as Blue Ocean Strategy meets Lonely Planet for SMBs: with a good dose of creativity, smart research, and very little money, nothing should stop you from reaching your sales and marketing goals.

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Sales and Marketing on a Shoestring

  1. 1. SALES AND MARKETING Fabiano Cid Ccaps Translation and Localization ON A SHOESTRING
  2. 2. IT’S PERSONAL • Not about South America (again!) • But will make this personal (as usual) • Worked for us; might not work for you • Worth a try!
  3. 3. AGENDA • 3 Budget Killers • 3 Lifesavers • 3 Yellow Flags (and I have only 20 minutes !!!)
  4. 4. BUDGET
  5. 5. BUDGET • If you don’t have one, you are lost • Find a template and customize it • Keep track of your costs • It’s a constant exercise
  6. 6. BUDGET KILLERS
  7. 7. BUDGET KILLERS • These tools are amazing but far too expensive • You won’t use 1/10 of the resources they offer • Low-cost editions will make you beg for more
  8. 8. Curso de Administrador Salesforce Apostila de curso Fone: 2666-3566 treinamento@cloud2.com.br www.cloud2b.com.br
  9. 9. SALESFORCE • Not intuitive • Paid for external training • And we had to pay for a full year in advance without having even tested it • Highly praised, but not for us
  10. 10. MARKETO • These prices are per month! • Spark edition doesn’t have some basic features • As a small business owner, can you afford this?
  11. 11. HUBSPOT PRICES • Packages change according to: o List of features o Number of contacts • Whoever has 100 contacts in their database?
  12. 12. “STEAL” THEIR FREEBIES SOMEONE IS PAYING...
  13. 13. BLOG TOPIC GENERATOR Try this (at least for fun): http://www.hubspot.com/blog-topic-generator
  14. 14. LIFESAVER #1
  15. 15. ZOHO CRM
  16. 16. ZOHO CRM • All the features a full CRM solution could have ... for a fraction of the price • The perfect way to start familiarizing with CRM: • Resourceful yet user friendly • Reasonably priced and scalable • From layout customization to workflow automation
  17. 17. ZOHO FAMILY • If you want, you can integrate: o Marketing campaigns (more on this later) o Accounting o Email o Contact database… and more! • Just be careful as not all tools are as polished
  18. 18. LIFESAVER #2
  19. 19. LINKEDIN • LinkedIn probably has the largest number of professionals online • For SMBs, best lead generation online tool • Beats paid lists (Hooters, D&B) in number and price
  20. 20. LIFESAVER #3
  21. 21. SURVEYMONKEY • Fully (and pretty well) localized • Perfect for satisfaction surveys customer, vendor, employee • Amazing templates, response tracking and fully customizable
  22. 22. YOUR JAW-DROPPING CONTENT... MUST BE DELIVERED!
  23. 23. YOU’VE GOT MAIL!
  24. 24. MAIL MARKETING • We used ConstantContact for years • Found a whole new world with MailChimp o Responsive, more features, easier to use • With Zoho CRM, integration with Campaigns o But lacks features and support is unresponsive • Considering going back to MailChimp
  25. 25. MOST EFFECTIVE In Person Webinars VideosEvents
  26. 26. MOST EFFECTIVE MKT TOOLS • … according to the Content Marketing Institute • Do you have “ideas worth spreading”? • Webinars: o Are virtually free o Generate leads o Can be replicated (did I hear GALA?) o Position you as a thought leader
  27. 27. CAN THEY HEAR YOU?
  28. 28. EXPRESS YOURSELF!
  29. 29. WEBINAR TOOLS • JoinMe proved better for demos • ClickMeeting had an unbeatable annual plan • But serious technical drawbacks • GoToMeeting became our tool of choice
  30. 30. SOCIAL MEDIA ATTACK
  31. 31. BE CAREFUL WITH SOCIAL MEDIA • Works best with B2C not your B2B • Think brand recognition, not sales • Choose one or two; don‘t try to be everywhere • Great for specific projects o Facebook for vendor relationship o Slideshare for content sharing o LinkedIn for ads
  32. 32. SENIOR SALESPEOPLE
  33. 33. SENIOR SALESPEOPLE • Promise a lot but may not deliver • Old-fashioned techniques • Hard to manage • Work better in large corporations • Difficult to adjust to small environments • $$$
  34. 34. MILLENIALS
  35. 35. MILLENIALS • If you were born before the Internet, you’re old • These kids are smart, excited and fast • Ours went from intern to coordinator in 1 year • Not afraid of exposure; social media generation • The challenge is to keep them motivated
  36. 36. OVERSTAFFING
  37. 37. VERSUS OUTSOURCING
  38. 38. OVERSTAFFING x OUTSOURCING • Think before hiring: Short, medium or long term commitment? How is the learning curve? Is the information sensitive? What are the overhead costs? • Outsourcing o No: social media, warm calling, sales mgmt o Yes: lead research, design, content generation
  39. 39. CONTENT GENERATION
  40. 40. CONTENT GENERATION • Most effective tool for your nurture program o Keep them hearing from you • Make sure to track your opens, clicks, FWs etc. • Link your campaigns with your leads in the CRM • But consider the hidden costs!
  41. 41. CONTENT GENERATION Writing (external, monthly cost) R$ 1,900.00 Translation into Spanish and Portuguese + PM (external) R$ 500.00 Review – English, Spanish, Portuguese (internal, 12 hours) R$ 900.00 Publishing (internal, 30 hours) R$ 1,400.00 UNIT COST (1 article) R$ 4,700.00 YEARLY COST (5 articles) R$ 23,500.00* * Approximately US$ 10,000.00
  42. 42. HOWEVER...
  43. 43. THE 4Rs
  44. 44. THE 4Rs • Recycle, Reformat, Repurpose, Republish • Article has been distributed • Becomes infographic • Several daily retweets by The Content Wrangler • Published on Multilingual magazine • Low cost (free template); highest ROI
  45. 45. MORE LIFESAVERS
  46. 46. FREEBIE SUPPLY http://freebie.supply
  47. 47. FREEBIE SUPPLY • More than 300 apps • Divided in 5 categories: • Business • Marketing • Design + Code • Productivity • Learn
  48. 48. IF YOU LIKED MY SHOESTRING • Let the world know! • But let me know too…
  49. 49. THANK YOU! Fabiano Cid Ccaps Managing Director GALA Ambassador fcid@ccaps.net Tel: +55 (21) 2507-5989 Cel: +55 (21) 98222-9988 www.ccaps.net

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