how to educate and convert in competitive saas markets

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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


REAL-TIME ALERTS

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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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ü  Criteria used to evaluate solutions?

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ü  Criteria used to evaluate solutions?

ü  Ease of implementation and integration?

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How to work the deal in your favor


§  Frame the talk

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§  Ditch the pitch

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

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

§  Recommend

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How to build confidence with collateral


CASE STUDIES

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CASE STUDIES

BATTLE CARDS

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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


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


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.

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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


Empower Reps

With the Right Tools

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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

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

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QUESTIONS TIME!

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Hana Abaza VP Marketing, Uberflip

@hanaabaza

Ben Sardella Co-Founder & CRO, Datanyze

@bensardella

Join 20,000+ smart marketers& subscribe to our daily email

Subscribe Now

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