simple tactics for shortening your sales cycle and improving roi
Post on 23-Jan-2015
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Simple Tactics forShortening Your Sales Cycle and Improving ROI
Presented by: Derek Grant
The State of B2B TodayBudgets are back… BUT…
…marketers are being held more accountable for spending.
Sales and Marketing at Odds
When Sales and Marketing play the blame game, no one wins.
You never follow up on leads I
produce!
That’s because your leads are no
good!
The Funnel Before the Funnel
Sales + Marketing =
• Increased ROI• Shorter Sales Cycle• Happier boss
The Sales Paradigm Is Shifting
Would you buy from this person?
The Sales Paradigm Is Shifting
The Buying Paradigm has shifted
• Buyers perform research prior to engagement
• Forrester Research – 80% of all leads passed to sales are mis-handled
• 70% of mis-handled leads buy from a competitor
The Sales Paradigm Is Shifting
Don’t just throw prospects over the fence
Marketing must change too.
Mending the Relationship
• Define a quality lead
• Use lead nurturing
• Make educated sales calls
• Measure results
Service Level Agreement
• Marketing Commits to send over only objectively “Qualified” leads
• Sales commits to contacting all of them
• Meetings or reports show a disposition
• Everyone is singing off the same sheet of music
Qualified Leads
• Define lead criteria• Use scoring to assess
interest vs. intent• Use grading to find the right
fit• Only the leads that fit your
criteria go to sales• Leads with a good grade but
a low score go on a nurturing track
Nurture Early Stage Prospects
• Delivering relevant content to prospects
• Nurturing moves the recipient forward
• Push vs. Pull• Aberdeen Group – 80% of
best in class companies nurture
Do’s and Don’tsDO
Do• Use Segmentation &
Personas
• Start with the End in Mind
• Be Mindful of Timing
• General to Specific
• Send the Same Content Multiple Times
Don’t• “Nurture” your entire
database
• Send “one size fits all” content
• Assume that Newsletters nurture
• Do it Manually
How Nurturing Increases ROI
• Recycling leads you’ve already paid for
• Reducing Sales Rep engagement
Nurturing plugs the hole in your funnel.
More Effective Sales Calls
• Use prospect’s past activity to shape the pitch
• Strike when the time is right
Look for clues that reveal a prospect’s needs.
More Effective Sales Calls
• Which marketing materials were viewed (pain points)
• Which pages were visited – features, products, benefits
• Search Terms (internal and external)
• Number of Visits• Which emails were
opened
More Effective Sales Calls
Automated Sales alerts for perfect timing.
Measure Results
With the sales and marketing pipelines connected, marketing has more visibility into
which tactics work.
Sample Marketing Metrics
Marketing contribution to the sales pipeline (dollar value)
Number of qualified leads (leads assigned to sales)
Marketing Automation ROI
Responses
Leads
Qualified
Opps
Won
No Marketing Automation
Marketing Automation
1,000
40
5
1
2,000
850 78
45
22
5
85%
5%
18%
11%
3.9%
49%
58%
23%
Source: Sirius Decisions
What have we learned?
•Qualify leads•Use lead nurturing•More targeted sales calls•Unify metrics for success
Tactics for Success
Questions?
No Hassle Marketing AutomationPardot is a user-friendly, month-to-month solution designed to simplify online marketing for B2B companies with a complex sales cycle. Pardot integrates seamlessly with your NetSuite CRM solution.Please feel free to contact us with any additional questions you may have.
www.pardot.com
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
Derek GrantVP of Sales
derek.grant@pardot.com
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