Three Strategies That Together

Will Double Your Sales

Productivity: How to Use Content to Drive More Sales

Webinar 2 of 4: Content Marketing

Tim FureyCEOMarketBridge

Matt HeinzPresidentHeinz Marketing, Inc.

©2014 MarketBridge Corp.– 2 –

“57% of a typical purchase decision is made before a customer even talks to a sales rep.” CEB

“67% of the buyer’s journey is now done digitally” Sirius Decisions

“Only 29% of sales reps, complain buyers, are well prepared to engaged with them” IDC

“76% of customers prefer to receive content unique to their stage in the buying process” Pardot/SFDC

“90% of next year’s revenues will come from existing customers and prospects currently in the pipeline”

MarketBridge

©2014 MarketBridge Corp.– 3 –

Meet

Joe

How Does a Typical Sales Professional Leverage

Technology?

©2014 MarketBridge Corp.– 4 –

Joe has a diverse sales funnel…

Active opportunities+

people Joe is talking to on a regular basis

Used to be in a cycle but went cold

Once joined a couple meetings

Just plain unqualified (today)

No idea what the company does

Attended a webinar once

“Old School” Sales Model

…all opportunities in CRM system but hehas limited time and coverage capacity

©2012 MarketBridge Corp.– 5 –

Traditional Approach to Increasing Sales Productivity

A

B

C

D

E

Traditional Strengths Create “priority-based” pipeline segmentation Focus inside sales and field sales efforts on highest

value opportunities

Improve near-term revenue yield per sales hour by focusing on “hottest” opportunities

Common Weaknesses Ignores C-E opportunities

• Results in lost accounts Emphasizes “in-quarter” Sales

• Fails to nurture longer term buying cycles Uneven Sales team acceptance

• Sales teams rely on own judgment; 3rd party “qualified” leads are weak, not ready to buy

Relies on phone, F2F prospecting and lead qualification• Multiple, costly attempts at customer calendaring

Lacks personalized digital content• Misses growing buyer preference for digital interaction

Prioritize leads and customers based on demographic, BANT profiling……creating a Sales pyramid for account and call prioritization

“Hot”

“Warm”

“LowerPriority”

©2014 MarketBridge Corp.– 6 –

Creating the “Technology-Leveraged Sales Rep”

SocialSelling

Content Marketing

Predictive Analytics

• Rich prospect/customer profiles• Signals of intent & interest• Network connections• Communication via channels other than

email and phone

• Curate, personalized digital content• Tracked response and engagement• Connects Marketing to Sales

• Lead/Account scoring• Cross-Sell Scoring (e.g. next offer)• Loyalty/Retention Scoring• Optimized context-relevant content

©2012 MarketBridge Corp.– 7 –

Redefining the Sales Coverage Model

A

B

C

D

E

Traditional Approach:Priority-based customer

scoring and Sales coverage

Active Deals

Renewals

Cross-Sell

Marketing Qualified Leads

Unqualified Prospects

Breakthrough Approach:Profile-based customer engagement

thru multi-channelSales & Marketing programs

©2012 MarketBridge Corp.– 8 –

Tech-Leveraged Sales Coverage:Digital + Data = Quantum Growth in Sales Productivity

Active Deals

Renewals

Cross-Sell

Marketing Qualified Leads

Unqualified Prospects

Revenue per Sales rep can see >30% increase thru the integration of social selling, predictive analytics, and digital content

❶Social Selling: Deeper Customer Profiling• Social Profiling• Interests and Activity• Network of contacts

❷Predictive Analytics: Targeted Contacting• Customer Segmentation and Personas• Account/Lead Scoring• Cross-Sell/Best Offer Scoring• Personalized Content

❸Content Marketing: Integrated Digital & Sales Coverage• Sales focus on “hot” opportunities• Inside sales w/ digital to focus on

renewals, cross-selling• Personalized digital content w/ Marketing

DigitalEngagement

SalesEngagement

©2012 MarketBridge Corp.– 9 –

Content Marketing for Sales

EnablementContent Marketing Expert – Matt Heinz

©2012 MarketBridge Corp.– 10 –

A direct line to revenue growth

©2012 MarketBridge Corp.– 11 –

My definition of sales enablement

©2012 MarketBridge Corp.– 12 –

This doesn’t write checks!

©2012 MarketBridge Corp.– 13 –

People & problems, not products

©2012 MarketBridge Corp.– 14 –

What do your customers care about?

©2012 MarketBridge Corp.– 15 –

The buyer progression

Problem/

PainSolution Objective/

Outcome

©2012 MarketBridge Corp.– 16 –

Prospect Engagement Funnel

Customer Targets (based on persona profiles)

Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn

Goal: Drive Registration

Drip MarketingChannels: Email Newsletters, CRM System

Goal: Drive Active Prospects

Active Sales CycleChannels: CRM, 1:1

Goal: Sell

New

Customer

Next Step Accelerator Ideas

Network-exclusive access to content

Value-added special offers

Discovery events

White papers, top ten tips, etc.

Testimonials, Success Stories

Profile-Specific Messages

New product/service offers

New Opportunity Alerts

1:1 with Existing Customer

In-Market Events

Referral & Tell-a-Friend Offers

Network / Community Invites

©2012 MarketBridge Corp.– 17 –

Enumerating needs by role & stage

Audience

Vertical#1

CEO

IT/CIO

CFO

CMO

Audience

Vertical#2

CEO

Drivers PainPoints ValuePropositions(bulletpoints) KeyMessages

KeyMessagesDrivers PainPoints ValuePropositions(bulletpoints)

©2012 MarketBridge Corp.– 18 –

Getting sales to use your content

1. How does your content help make them

money?

2. Get sales leadership to buy in first

3. Show examples of how it works

4. Teach, train, launch, reinforce, measure &

celebrate

5. Create systems to make it easier

©2012 MarketBridge Corp.– 19 –

8 keys to successful collaboration

1. Common objectives

2. Common definitions

3. Common compensation/objectives

4. Executive sponsorship

5. Up-front planning

6. Daily-weekly triage

7. Offline relationship building

8. Measure before & after team satisfaction

©2012 MarketBridge Corp.– 20 –

How to measure collaboration

1. Focus on fewer metrics (not more)

2. Establish a baseline first, then measure the lift

3. Compare opportunity & sales output to total cost

of resources

4. Measure before and after satisfaction

©2012 MarketBridge Corp.– 21 –

If you want more….

matt@heinzmarketing.com @heinzmarketing

©2014 MarketBridge Corp.– 22 –

The Technology-Leveraged Sales Rep

SocialSelling

Content Marketing

Predictive Analytics

• Rich prospect/customer profiles• Signals of intent & interest• Network connections• Communication via channels other than

email and phone

• Curate, personalized digital content• Tracked response and engagement• Connects Marketing to Sales

• Lead/Account scoring• Cross-Sell Scoring (e.g. next offer)• Loyalty/Retention Scoring• Optimized context-relevant content

©2014 MarketBridge Corp.– 23 –

Coming Soon!

©2014 MarketBridge Corp.– 24 –

There’s No Reason Not to Become “Tech Leveraged” in 2015!

MarketBridge is advancing the state-of-the-art in

tech-enabled Sales and Marketing teams to help its customers

achieve as much as >30% Sales productivity improvement

Coming in Q1 2015:

A powerful new UI that brings Social, Predictive, and Digital Content to

both Sales and Marketing desktops

We are actively screening for beta clients…interested in learning more? Schedule your 20-minute “glimpse of the future” through the survey at the end of this presentation.

– 25 –

WEBSITE

MarketBridge

Website

OUR COMMUNITY WEBINAR SERIES

www.market-bridge.com www.the-digital-bridge.com

Today: Recap & Content Marketing

3rd Session: Recap & Predictive Analytics

Final Session: Tying it Together –A Breakthrough App

Webinar Series

Thank You !

Matt HeinzPresident Heinz Marketing, Inc.

Tim Furey CEOMarketBridge