Webinar 際際滷s - An Empowered Sales Rep Becomes A Content Concierge
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In the B2B world, many believe that buyers spend the first 60-70% of their journey consuming content. Then, if they are interested in buying, do they actively seek out a salesperson. While this implies that the salespersons primary role is to respond to product questions and present an offer, Forresters research shows the exact opposite to be true.
Webinar 際際滷s - An Empowered Sales Rep Becomes A Content Concierge
- 1. 1 Welcome! Peter ONeill, Vice President Research Director Forrester Melissa Andrews, Vice President - Marketing Mediafly Twitter: #mflywebinar
- 2. 息 2006-2015 Mediafly, Inc. | Confidential Mediafly Founded in 2006 | Based in Chicago Transform the overall sales experience by empowering sales Mediafly provides elegant solutions for complex problems
- 3. 息 2006-2015 Mediafly, Inc. | Confidential Buyers frustrations have bottom-line impact ≒ Increase in sales and marketing friction ≒ Destructive sales experiences ≒ Decrease in potential revenue ≒ Increase in competitive losses Source: SAP Whats the Future of Sales (2014)
- 5. An Empowered Sales Rep Becomes A Content Concierge Peter ONeill, Vice-President, Research Director Mediafly Webinar, September 3, 2015
- 6. Considering the material you receive from sales people, how much do you agree with the following statements about the content you are provided? What do buyers think of the content your sales people offer? Combined agree and strongly agree responses Base: Senior-level IT and business executive decision makers at companies with 1000 or more employees. Source: Forresters Q4 2013 North America and Europe Executive Buyer Insight Study I usually scan the information, then throw it in the trash. Vendors give me too much material to sort through. Much of the material is useless. Business decision makers (N=159) IT decision makers (N=160)
- 7. 息 2014 Forrester Research, Inc. Reproduction Prohibited 7 Source: Forrester Q4 2013 Global Executive Buyer Insights Survey We are not enabling our sales people well
- 8. 息 2015 Forrester Research, Inc. Reproduction Prohibited 8 Customers have their life cycle The business buyers decision experience from problem identification and comparative analysis through the purchase decision and ongoing engagement with the supplier Source: April 2014, The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises Forrester report
- 9. 息 2014 Forrester Research, Inc. Reproduction Prohibited 9 Your content and conversations must meet differing needs through the life cycle ENGAGE ASK USE BUY EXPLORE DISCOVER Customer recognizes need to solve a problem. Budget and approach discussed with stakeholders. Needs refined into requirements and business case. Vendors invited to present. Shortlist of vendors invited to bid. Vendors submit offers. Solution purchased. Onboarding/install action completed. Solution put to use by customer. Results measured. Support and service are provided. Relationships with company are expanded.
- 10. 息 2015 Forrester Research, Inc. Reproduction Prohibited 10 ENGAGE ASK USE BUY EXPLORE DISCOVER Growth Retention New Customer AcquisitionThe life cycle is a series of journeys Source: April 2014, The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises Forrester report
- 11. 息 2015 Forrester Research, Inc. Reproduction Prohibited 11 Sales is now asked to do more than selling Source: July 18, 2015, Take Lead-To-Revenue Management Beyond The Campaign Forrester report
- 12. 息 2015 Forrester Research, Inc. Reproduction Prohibited 12 Sales is now asked to do more than selling
- 13. 息 2015 Forrester Research, Inc. Reproduction Prohibited 13 What makes a conversation valuable for business executives? Source: November 22, 2013,What Do Executive Buyers Find Valuable? Forrester report
- 14. 息 2014 Forrester Research, Inc. Reproduction Prohibited 14 Content types and channels vary through the life cycle ENGAGE ASK USE BUY EXPLORE DISCOVER Custom Social Content Videos Thought Leadership Paper (TLP) Executive Summaries Business Case / ROI / TEI Webinars Proposal / Offer Infographics Tweet jams Advocacy programs Communities
- 15. The difference between marketing and sales content 則рMarketing creates content one to many 則рTargeted at a segment (or persona) 則рPerhaps targeted to a buyer journey phase 則рPerhaps digitally-interactive for deeper engagement 則рSales requires content specific to one 則рSupports THIS conversation 則рTuned to the specific needs of the account and/or buyer role 則рServes as a leave behind 則рIdeally available for further distribution in customer org.
- 16. Content + Buyer(s)Sales Person Buyer-centric content - in their moment
- 17. Link your content to sales conversations 則рCreate (internal) content about the marketing content 則рTag each content asset: audience, sales stage, next step. 則рProvide sales guides/battlecards around content programs. ≒ Thought leadership: What is the thought? Who? Why? What? ≒ Forrester Wave reprint: Where are we good/not so good why, what do we say about it? 則рHelp sales people be a content concierge 則рRecognize Sales as an important content channel 則рMake your content easy to locate 則рEnable your content to be customized
- 18. Content audit checklist - message Each piece of content must pass these audit test questions Is the message implicitly but clearly positioned? Is one target-role audience clearly being addressed? Message Effectiveness Questions Has the content piece expressed a unique vision - an achievable end-state? Does the content piece address the buyer's impact proposition with clarity? Can the content piece be used in more than one buyer journey stage? If not, is the content piece matched to the appropriate buyer journey stage? Is there a call to action/trigger to move the buyer along their journey? Does the message align to other content pieces? If the content piece references products, is that justified? Source: June 6, 2014, Valuable Message Development For B2B Marketing In The Context of Sales Enablement Forrester report
- 19. Is the content piece being recommended/distributed by Sales? Is the content piece improving revenue velocity or conversion rates? Content Delivery Effectiveness Questions Is the content piece being used by buyers? Do you know how the content piece performs by content channel? Have you optimized the content piece with A/B tests? Content Delivery Effectiveness Questions Channel(s) used Buyer-Role(s) Title Expiry Date Last Audit Call to action Content audit checklist - effectiveness Source: June 6, 2014, Valuable Message Development For B2B Marketing In The Context of Sales Enablement Forrester report
- 20. 息 2015 Forrester Research, Inc. Reproduction Prohibited 20 Forrester forecast: B2B buyers will prefer NOT to talk to sales reps Base: 236 B2B buyers; Source: Q1 2015 Forrester/Internet Retailer B2B Buyer Channel Preferences Survey I do my research online and prefer NOT to interact with a sales representative as my primary source of research. 0% 10% 20% 30% 40% 50% 60% 70% Agree Disagree 59% 19% 0% 10% 20% 30% 40% 50% 60% Agree Disagree 53% 17% I find gathering information online on my own superior to interacting with a sales representative.
- 21. 息 2015 Forrester Research, Inc. Reproduction Prohibited 21 But they will need help from sales reps 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% When expensive When complex When negotiating price Requires Installation Requires Service Note: (N = 224); Source: Q1 2015 Forrester/Internet Retailer B2B Buyer Channel Preferences Survey 67% 82% 91% 67% 64% When do you want to talk to a sales person?
- 22. 息 2014 Forrester Research, Inc. Reproduction Prohibited 22 Forresters B2B buyer/seller archetypes Source: April 13, 2015, The Death of A (B2B) Salesman Forrester report
- 23. 息 2015 Forrester Research, Inc. Reproduction Prohibited 23 Your salesperson archetype mix will change Source: April 13, 2015, Death of A (B2B) Salesman Forrester report (US DEPARTMENT OF LABOR REPORTS THERE ARE 4.5M B2B SALES JOBS IN 2012)
- 24. 息 2015 Forrester Research, Inc. Reproduction Prohibited 24 財 Understanding of their customers life cycle 財 Socially networked 財 Following data-insight signals 財 Engaged in the buyers context 財 Marketing skilled 財 Content concierge (online and printed) Sales people attributes in The Age Of The Customer* * Forrester term for 20-year business cycle which started in 2010
- 25. 息 2015 Forrester Research, Inc. Reproduction Prohibited 25 Modern marketers prime the sales pipeline Source: March 2015, From Priming The Pipeline To Engaging Buyers: The B2B CMOs New Role in Sales Enablement Forrester report. ≒ Feed the pipeline ≒ Appreciate role of sales ≒ Leverage automation
- 26. 息 2015 Forrester Research, Inc. Reproduction Prohibited 26 Optimal automation primes the sales pipeline Source: March 2015, From Priming The Pipeline To Engaging Buyers: The B2B CMOs New Role in Sales Enablement Forrester report. Automation examples ≒ Lead-to-Revenue ≒ Content management ≒ Content delivery
- 27. Thank you forrester.com Peter ONeill poneill@forrester.com blogs.forrester.com/peter_oneill Twitter: @poneillforr
- 28. 息 2006-2015 Mediafly, Inc. | Confidential Buyers expect ≒ Relevant and engaging content ≒ Contextual content at every stage of the buying cycle ≒ Valuable conversations with sales ≒ Interactions with an empowered sales force ≒ A perfect selling experience
- 29. 息 2006-2015 Mediafly, Inc. | Confidential The perfect selling experience ≒ Customer-centric content strategy ≒ White-glove delivery of engaging and impactful content ≒ An empowered sales force; delivering only the most relevant and optimal content ≒ Value and insights provided during every in-person interaction ≒ Establish trust with buyers and reinforce differentiation Source: SAP Whats the Future of Sales (2014)
- 30. 息 2006-2015 Mediafly, Inc. | Confidential Quantifiable success ≒ 100,000 hours of admin time saved in 1st year ≒ >1% market share increase, Fortune 500 Food & Beverage customer ≒ $9 - 18 MM in incremental Net Revenue per year, Fortune 500 Alcoholic Beverage customer ≒ 90% adoption, since 2011 Fortune 500 Financial Services customer
- 31. 息 2006-2015 Mediafly, Inc. | Confidential Mediafly Mediafly SalesKit empowers sales teams to deliver the perfect selling experience. Questions? mandrews@mediafly.com