6 steps to accelerate smb growth
TRANSCRIPT
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6 Steps to Accelerate Small Business Growth in 2013
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Webinar slides & video will be emailed to all
Interact with us on Twitter: #SMBgrowth
Housekeeping Notes
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Brian HalliganBrian Halligan
CEO
@bhalligan
Alex BardAlex Bard
SVP
@alexbard
Brian MillhamBrian Millham
EVP
@bmillham
Our Speakers:Successful Leaders Growing Businesses
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Introduction to the Problem
Today’s Agenda
A Unified Solution for Growth
See It in Action
Takeaways
Q&A
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The Problem
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There’s a Tectonic Shift in How Humans Work & Live
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This Is Not Our Parents’ World Anymore
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This is Impacting How Businesses Operate
Sales SupportMarketing
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With Disconnected Teams Small Businesses Struggle to Connect With Customers
SalesSupport
Marketing
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Consumers expect to be treated differently; businesses need to adapt.
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But How?
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Businesses Need to Join the Conversation:Across the Entire Customer Lifecycle
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Unifying Teams Will Help You Grow
Marketing
Sales
Support
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“In the middle of difficulty lies opportunity.”
– Albert Einstein
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Solution Part 1Marketing
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Co-founder and CEO,HubSpot
Brian Halligan
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The marketing playbook is broken.The Marketing Playbook Is
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..The Marketing Playbook is BROKEN.
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content
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LINKS ARE TO THE INTERNET AS DOLLARS ARE TO THE ECONOMY
LINKS ARE TO THE INTERNET AS DOLLARS ARE TO THE ECONOMY@BHalligan@BHalligan
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SEGMENTATIONWeb
Mobile
Page Visits
f+Facebook
Follow
Blog Sub
Webinar
Purchase Hx$
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Pull in with content
Pull through with context
Marketing Takeaways
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Solution Part 2Sales
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EVP Commercial Salessalesforce.com
Brian Millham
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May I suggest…
May I suggest…
I was hoping to find…
Reps Are Left Out of Today’s Buying Process
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Sales Wastes Time Looking for Information
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How does a small business improve effectiveness with all this noise?
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Gain a Complete View:Sell More Effectively with Shared Customer Insight
Get Real-time customer updates in one place
Gain insights from every touch-point
Integrate social & traditional activity into one location
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Collaborate: Improve Sales Productivity & Effectiveness
Expand knowledge with instant connection to experts
Streamline collaboration on proposals and dashboards
Share private information directly with partners & customers
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Make smarter business decisions with analytics
Predict success with consistent forecasting
View any data from across your business on any device
Gain Insight:Increase Sales with Real-time Information
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The World’s #1 Sales Application
Close more deals to grow your business
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Trunk Club Makes Smarter Business Decisions
150 Employees, Helping Men Discover Awesome Clothing without Shopping
Grew from 1M to 15M in Revenue in the Past 2 Years
Improved visibility into sales trends to increase sales effectiveness
Delivered real-time product insight to reps with collaboration
150 Employees, Helping Men Discover Awesome Clothing without Shopping
Grew from 1M to 15M in Revenue in the Past 2 Years
Improved visibility into sales trends to increase sales effectiveness
Delivered real-time product insight to reps with collaboration
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Be relevant, with a complete view of the customer
Gain visibility to take action
Sales Takeaways
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Solution Part 3Support
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SVP of Service Cloudsalesforce.com
Alex Bard
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If you make customers unhappy in the physical world, they might each tell 6 friends.
If you make customers unhappy on the Internet, they can each tell 6,000 friends.”
6 friends.
6000 friends.
- Jeff Bezos, Founder & CEO
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Today, People Are Discussing Your Brand
340MTweets Per Day
2.7BFB Posts Per Day
BillionsBlog Posts Per Day
Sources: Penn State College IST Social Study, Twitter, Facebook, YouTube, Visible Technologies
150MConversations
Per Day
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Most Businesses Are Not Listening #FAIL
95%Facebook Brand
Posts NOT Answered
Sources: SocialBakers “Companies Respond to Just 5% of Questions on Facebook”; Sysomos “Replies and Retweets on Twitter” l Study, Twitter, Facebook, YouTube, Visible Technologies
71%Twitter
Complaints
NOT Answered
= 88%People Unlikely to Buy
from Brands that Ignore Their
Complaints Online
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How does a small business keep up with this exploding demand from customers?
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Listen Everywhere!
Today’s customer is social and mobile
Social media is the new 800 number
Connect to all channels: traditional and social
“25% of our cases now come from from social media, that’s equivalent to cases coming over the phone. If the phone was ringing would you not pick up?”
- John Rote, Head of Support
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Put a System In Place
Setup a professional support tool to create consistency
Give every customer inquiry a status and owner
Move cases from open to resolved so no customer falls through the cracks
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Knowledge is Power
Build out a knowledge base so that every agent is as smart as your best agent
Publish your FAQs on your website so customers can help themselves
Continuous improvement vs. delayed perfection
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Measure: What Gets Measured Gets Done
Number of new cases
Case categorization
Avg. Time to 1st Response
Avg. Interactions to Resolution
Customer Satisfaction!!!
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All-in-one Application for Any Small Support Team
Support Your Customers Across Any Channel
Easy to Get Up and Running
Help Your Customers Help Themselves
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Square Reinvents Commerce with Desk.comRevolutionizing transactions between buyers and sellers
Over 2M merchants using Square globally
$8B in payments processed annually by Square
Delivers and scales support over social channels and self-service
Revolutionizing transactions between buyers and sellers
Over 2M merchants using Square globally
$8B in payments processed annually by Square
Delivers and scales support over social channels and self-service
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Take charge of your customer support
Engage with your customers where they are
Support Takeaways
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Solution in Action
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Takeaways
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Unifying Teams Will Help You Grow
Marketing
Sales
Support
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Grow Your Business Along Every Major Metric
Source: Salesforce.com Customer Relationship Survey conducted March, 2012, by an independent third-party, MarketTools Inc., on 5,500+ customers randomly selected. Response sizes per question vary.
Average Percentage Improvements Reported by Salesforce Customers
+27%Sales+27%Sales
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Pull in with content
Overall Takeaways:6 Tips to Accelerate Small Business Growth
Push through with context
Be relevant, with a complete view of the customer
Gain visibility to take action
Take charge of your customer support
Engage with your customers where they are
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1 Bring context to your marketing
BONUS: Top 3 Action Items
3 Focus on customer retention
2 Look at the full customer lifecycle
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Q&A
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Thank You