sales on a shoestring budget
DESCRIPTION
Presentation given at the gitPro conference in 2012. 90% of audience was technical.TRANSCRIPT
Date Goes Here
The Social BenchmarkMarketing & Selling
for Startups (Marketing & Selling from Trenches)
Dennis O’MalleyCEO www.readypulse.com
www.linkedin.com/domalley
Digital Printing : $5M to $15M
’95-’02
Market Research : $3M to $30M
‘05-’10
Social Software : $300k to
$MM+ ‘10-’11
Social Marketing : $0 to ?? ‘11-’12
My Favorite Resources..
Richard Fouts – Gartner Analyst - @rkfouts
http://blogs.gartner.com/richard-fouts/
www.marketo.com
www.marketingsherpa.com
www.phoneworks.com
Ten Steps for Marketing and Selling on
Low/No Budget
1. Be Positive
2. Find your 30 second value pitch
3. Use a Rifle and Shotgun approach for your
market
4. Create and leverage killer content
5. Build your team & resources
6. Find air cover, build defenses
7. Beg, borrow, plead for references
8. Activity + Effectiveness
9. Measure
10. Stay Positive
1. Be Positive- You are giving people opportunity to buy
- You have created value and will deliver value,
charge for it
- Buyers lie and have a right to
- MySpace, Yahoo, Blackberry
- Look good, feel good, do good
You have a bright shiny object…Now what?
2. Find your 30 second value pitch
• Storytelling is the best selling.
• Buyer Focused vs. Featured Focus.
“ReadyPulse increases online revenues for e-commerce providers,
increasing SEO and online conversions through its
Social Testimonial Marketing Suite”
Market– Consumers– Commercial– Education– Government
Region– English Speaking– EMEA– China– LATAM– BRIC
Industry– Financial Services– E-Commerce– Education– Government
Demographic/Persona
– Baby Boomers– FB Crowd 13+– Females– Retirees– Employees
Role– CIO– Social Media
Marketer– Media Planner– Lawyers
Application– Traveling– Online Textbooks– Enterprise
Deployment
3. Use a Rifle and Shotgun approach for your market
Rifle Approach
Shotgun Approach
4. Create and Leverage Killer Content
Content Cost: $20k Deliverable Costs: $1k Pipeline: $250k Closed Business: 1 large deal
5. Build Your Team and Resources
Sample Enterprise Sales $30k to $70k base
Industry
Region
Role
Application
Prospecting - 4 hours a day• 200 Calls and Emails a Week – 50 a day
Meetings & Demos – 3 hours a day• 10 Meetings a week – 2 a day
Active Sales Cycle – 1 hour a day• 6 targeted to close in a month
Closed Deals – Need to net from $250k to $1.5M bookings • 2 per month
Client Implementation & Mgmt• Ensure Usage
Per Territory • 1,000 Prospect Companies - 5,000 Prospect Contacts
6. Find air cover, build defenses
7. Beg, borrow, plead for references
8. Activity + Effectiveness
Channel
Viable prospect orgs per territory
# of buying
centers in viable orgs
Total Prospects
per territory
Prospecting Days per Month
Cold Calls and
Emails per
Month
Meetings Per Month
Deals Per
Month
Average Deal Size
Monthly Revenue
Yearly Revenue Per RSM
Field Sales $1B+
600 4 2400 12 600 24 2 $50k $100k $1.2M
Inside Sales >$1B
5000 2 10000 20 1000 40 2 $25k $50k $600k
9. Measure
• Audience Development and Segmentation• Lead Nurturing and Scoring• Content Value• A/B Testing• Content Development
It takes money to make money
10. Stay Positive- Believe in yourself and what you market
- No solution is perfect and yours doesn’t have to
either
- Speed is more important than being right
- Go Big
- Look good, feel good, do good
http://www.flickr.com/photos/tootdood/3079118723/
http://www.flickr.com/photos/16224308@N05/3660224332/lightbox/