how to educate and convert in competitive saas markets

@uberflip  

#uberwebinar  

How to Educate & Convert in Competitive SaaS Markets

Hana Abaza VP Marketing, Uberflip @hanaabaza

Ben Sardella Co-Founder & CRO, Datanyze @bensardella

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WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

Join in on

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Stick Around For a Demo

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What we’ll cover

§  How to make sure you’re in the deal

§  How to work the deal in your favor

§  How to build confidence with collateral

How to make sure you’re in the deal

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The silver bullet data point

BUYING TRIGGERS

There is a silver bullet in sales - when you get to highly motivated decision makers

at exactly the right time: after they experience a ‘trigger event’ … before they call

your competition. When you have the right timing the sale almost happens itself.

CRAIG ELIAS Author of SHiFT!

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Technology data

COUNTDOWN TO RENEWAL

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Technology data

COUNTDOWN TO RENEWAL

REAL-TIME ALERTS

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COUNTDOWN TO RENEWAL

Technology data

REAL-TIME ALERTS

CURRENT STACK

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Buying cycle information

DISCOVERY CALL CHECKLIST

ü  In the home stretch or preliminary search?

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Buying cycle information

DISCOVERY CALL CHECKLIST

ü  In the home stretch or preliminary search?

ü  Criteria used to evaluate solutions?

@uberflip  

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Buying cycle information

DISCOVERY CALL CHECKLIST

ü  In the home stretch or preliminary search?

ü  Criteria used to evaluate solutions?

ü  Ease of implementation and integration?

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How to work the deal in your favor

How to work the deal in your favor

§  Frame the talk

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How to work the deal in your favor

§  Frame the talk

§  Ditch the pitch

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How to work the deal in your favor

§  Frame the talk

§  Ditch the pitch

§  P.O.W.N. (Problems, Opportunities, Wants, Needs)

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How to work the deal in your favor

§  Frame the talk

§  Ditch the pitch

§  P.O.W.N. (Problems, Opportunities, Wants, Needs)

§  Recommend

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How to build confidence with collateral

How to build confidence with collateral

CASE STUDIES

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How to build confidence with collateral

CASE STUDIES

BATTLE CARDS

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How to build confidence with collateral

CASE STUDIES

BATTLE CARDS

THIRD PARTY VALIDATION

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Forget  Coffee.    

Content  Is  For  Closers  

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But, why? Because  content  works.  But  it  also  changes  things.  

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By  2020,  85%  of  the  rela/onship  will  be  managed  without  talking  to  

a  sales  person.      

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Content  is  everywhere  and  easy  to  access  

People  are  more  informed  than  ever  before  

The  lines  are  blurring  between  marke>ng  

&  sales    

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76% of Content Marketers Forget

About Sales Enablement (!)

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Marketing              

Sales          

Think  Like    Sales  

Act  Like  Marke>ng  

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Internet                Person  

Awareness   Implement  Purchase  Short  List  Solu>on  Problem  

Marke>ng  Qualified  Lead   Sales  Follow  Up  

Top    of  the    funnel  

Middle  of  the    funnel  

BoIom  of  the    funnel  

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Internet                Person  

Awareness   Implement  Purchase  Short  List  Solu>on  Problem  

Marke>ng  Qualified  Lead   Sales  Follow  Up  

Top    of  the    funnel  

Middle  of  the    funnel  

BoIom  of  the    funnel  

Big  black  void  where    bad  things  happen.  

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Internet                Person  

Awareness   Implement  Purchase  Short  List  Solu>on  Problem  

Marke>ng  &  Sales  Lead  Qualifica>on  

Content  Marke>ng  &  Sales  Enablement  Content  

I  think  I  have  a  problem,  but  I  can’t  quite  put  my  finger  on  

it.  

So  many  solu>ons!  I’ll  evaluate  the  top  

three.  

Got  it!  Now  I  need  to  research  my  op>ons.    

Did  I  make  the  right  choice?  How  do  I  get  

more  value?  

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Align  content  crea>on  with  insight  from  sales.    

Address  (and  reinforce)  common  pain  points.    

Create  content  that  manages  objec6ons.    

Figure out what kind of content they need.

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Questions to Ask ü  What  are  the  top  non-­‐product  related  

ques>ons  you  get?  

ü  What  are  the  common  pain  points?  

ü  What  are  the  common  objec>ons?  

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Arm  your  sales  team  

(and  your  champion)  

to  manage  

objec6ons.  

@Uberflip @HanaAbaza

Empower  Reps      

With  the  Right  Data  

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Buyer Personas ü  Easy  to  digest  format  

ü  Constant  reinforcement  

ü  Develop  collabera>vely    

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Insights from Audience Surveys

ü  What  kind  of  content  do  people  like  

ü  What  kind  of  behaviors  do  they  exhibit  

ü  What’s  important  to  them    

@Uberflip @HanaAbaza

Empower  Reps      

With  the  Right  Tools  

@Uberflip @HanaAbaza

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Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type By Vertical By Persona

Content  must  be  easy  for  buyers  and  your  sales  team  to  find.    

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Key Elements of an Effective Content Hub for Sales Enablement

Well  organized     Easy  to  share  content   Integrated  with  process  

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Multi-dimensional Tagging

Marketing Mary Demand Jenn Do-it-all Dave

Content Marketing Lead Generation

Sales Enablement

Product Sales

Customer

By Buyer Persona By Topic Functionally

@uberflip  

#uberwebinar  

Multi-dimensional Tagging

Marketing Mary Demand Jenn Do-it-all Dave

Content Marketing Lead Generation

Sales Enablement

Product Sales

Customer

By Buyer Persona By Topic Functionally

@uberflip  

#uberwebinar  

Multi-dimensional Tagging

Marketing Mary Demand Jenn Do-it-all Dave

Content Marketing Lead Generation

Sales Enablement

Product Sales

Customer

By Buyer Persona By Topic Functionally

@uberflip  

#uberwebinar  

@uberflip  

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@uberflip  

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@uberflip  

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@uberflip  

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Use a Multi-Channel Approach with your Audience and your Sales Team

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QUESTIONS TIME!

hub.uberflip.com

Hana Abaza VP Marketing, Uberflip

@hanaabaza

Ben Sardella Co-Founder & CRO, Datanyze

@bensardella

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