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.

1. SALES AND MARKETING
Fabiano Cid
Ccaps Translation and Localization
ON A SHOESTRING

3. 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!

4. AGENDA
• 3 Budget Killers
• 3 Lifesavers
• 3 Yellow Flags
(and I have only 20 minutes !!!)

6. BUDGET

7. 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

8. BUDGET KILLERS

9. 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

10. Curso de
Administrador
Salesforce
Apostila de curso
Fone: 2666-3566
treinamento@cloud2.com.br
www.cloud2b.com.br

11. 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

14. MARKETO
• These prices are per month!
• Spark edition doesn’t have some basic features
• As a small business owner, can you afford this?

17. HUBSPOT PRICES
• Packages change according to:
o List of features
o Number of contacts
• Whoever has 100 contacts in their database?

18. “STEAL” THEIR FREEBIES
SOMEONE IS PAYING...

22. BLOG TOPIC GENERATOR
Try this (at least for fun):
http://www.hubspot.com/blog-topic-generator

23. LIFESAVER #1

24. ZOHO CRM

25. 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

27. 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

28. LIFESAVER #2

30. 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

31. LIFESAVER #3

33. SURVEYMONKEY
• Fully (and pretty well) localized
• Perfect for satisfaction surveys
customer, vendor, employee
• Amazing templates, response tracking and fully
customizable

34. YOUR JAW-DROPPING CONTENT...
MUST BE DELIVERED!

35. YOU’VE GOT MAIL!

36. 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

37. MOST EFFECTIVE
In Person Webinars VideosEvents

38. 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

39. CAN THEY HEAR YOU?

40. EXPRESS YOURSELF!

41. WEBINAR TOOLS
• JoinMe proved better for demos
• ClickMeeting had an unbeatable annual plan
• But serious technical drawbacks
• GoToMeeting became our tool of choice

43. SOCIAL MEDIA ATTACK

44. 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

46. SENIOR SALESPEOPLE

47. 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
• $$$

48. MILLENIALS

49. 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

50. OVERSTAFFING

51. VERSUS OUTSOURCING

52. 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

54. CONTENT GENERATION

55. 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!

56. 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

57. HOWEVER...

58. THE 4Rs

59. 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

60. MORE LIFESAVERS

61. FREEBIE SUPPLY
http://freebie.supply

62. FREEBIE SUPPLY
• More than 300 apps
• Divided in 5 categories:
• Business
• Marketing
• Design + Code
• Productivity
• Learn

64. IF YOU LIKED MY SHOESTRING
• Let the world know!
• But let me know too…

65. 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