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4 Secrets That Make Marketers Drive Revenue

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4 Secrets That Make Marketers Drive Revenue

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Modern marketers aren’t content to just create leads. They play a critical role in driving sales. Not just in the top of the funnel, but the middle and below. Learn the 4 secrets that leading marketing teams — and KnowledgeTree customers — have learned to help drive revenue to close.

Modern marketers aren’t content to just create leads. They play a critical role in driving sales. Not just in the top of the funnel, but the middle and below. Learn the 4 secrets that leading marketing teams — and KnowledgeTree customers — have learned to help drive revenue to close.

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4 Secrets That Make Marketers Drive Revenue

  1. 1. 4 Secrets that Make Marketers Revenue Drivers Ideas Built on Case Studies
  2. 2. Peter  Mollins   VP  Marke)ng,     peter@knowledgetree.com  
  3. 3. “Why  waste  our  life  in  fric3on   when  the  same  effort  can  be   turned  into  momentum?”   ~  Adapted  from  Frances  Willard  
  4. 4. Marketing is more than setting the stage for Sales.
  5. 5. Impressive Marketing Statistic? 60% of the buyer journey is complete before a prospect reaches sales Does that number seem right?
  6. 6. X%  of  the  buyers  journey  is  complete  before  they  ever  contact   sales!     The  evidence  is  clear.    Nearly  75%  of  B2B  buyers  now  say  that   buying  from  a  website  is  more  convenient  than  buying  from  a   sales  representa)ve.    Further,   93%  say  that  they  prefer  buying  online  rather  than  from  a   salesperson  when  they’ve  decided  what  to  buy.    B2B   companies  that  wait  too  long  to  create  self-­‐serve  eCommerce   websites  risk  losing  share  to  pure  plays  and  omnichannel   compe)tors.     SolutionComplexity Buying Environment Guide MeServe Me Show Me Enlighten Me As complexity of solution and buying environment increase, the value of a sales person increases. Type of Salesperson
  7. 7. SolutionComplexity Buying Environment Try and Buy Challenge Type of Sale Approach that is effective with buyers also changes.
  8. 8. Challenging Demand Waterfall Marketing and Sales Marketing Sales
  9. 9. Challenge 1: Complexity of Organizations The average B2B purchase encompasses 20 individuals. Source: Four Quadrant
  10. 10. Aware   Engaged   Progressing   Challenge 2: Complexity of Messaging
  11. 11. "The debate for a long time was whether it was the first touch or the last touch that was the most valuable…everything that participated in a sale gets a value.“ - Brandon Proctor, VP, Marketing, Build.com Challenge 3: Attributing Revenue for Focus
  12. 12. So, now what, modern marketer? Back to the data.
  13. 13. The top 10% of reps consistently close deals. What about the other 90%?
  14. 14. Efficiency vs. Effectiveness Where do you focus?
  15. 15. Predic)ve   Automated Campaign-Based Outcome: Large numbers of MALs Outcome: Large numbers of MQLs Outcome: Large numbers of dealsPredictive
  16. 16. I don’t waste time on prospects that aren’t going to convert. I just know when to apply pressure and when to back-off. You have to listen to their needs – spoken and unspoken – and respond well. How are top reps succeeding and how does marketing support them?
  17. 17. Who   When   What   I don’t waste time on prospects that aren’t going to convert. I just know when to apply pressure and when to back-off. You have to listen to their needs – spoken and unspoken – and respond well.
  18. 18. Secret 1: Predict Who to Connect WithList to target Accessing Contact Info Navigate to Right Person Wrong Person!
  19. 19. Action Threshold Negative earnings report New VP Sales Hire Time Imperative Secret 2: Predict When to Connect
  20. 20. Secret 3: Predict What to Say IndustryProduct Buyer Persona Primary Pain
  21. 21. Case 1: “Hit ‘em in stride” “When we surveyed the sales team, one result really stood out. It was clear that sales teams were losing time looking for or re-creating content for prospects.” VP, Sales Operations
  22. 22. Case 2: Internal Matters “We have new products and features being released constantly. So, it is important that sales teams have current messaging on hand.” Sr. Director, Sales Enablement
  23. 23. Case 3: Action! “To get access to our most powerful marketing content, sales people used to have to look through email notifications or leave what they’re doing and search in a portal.” Director, Marketing Operations
  24. 24. Who   When   What   Data Secret 4: It’s a Cycle
  25. 25. Peter  Mollins   VP  Marke)ng,     peter@knowledgetree.com  
  26. 26. 4 Secrets that Make Marketers Revenue Drivers Ideas Built on Case Studies

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