Implementing Digital Sales Engine at [company name]

The buying process has changed The buying process has changed from the way it was just five years ago, and it’s radically different from 10 years ago.

“ “ …57% of the sales cycle is complete before a prospect reaches out to a sales rep. Most people have pretty much already made up their minds about what and from whom they’re going to buy before they even contact a sales rep. As a result, a number of potential sellers are eliminated before contact with seller representitive is made. Digital Evolution, Conference Executive Board, 2012

Buyer-Driven Seller-Driven 2019.05.06. Buyer-Driven Seller-Driven 66% to 90% of a Buyer’s Journey Today is Self-Directed (Forrester, 2014) Need Read blogs Attend webinars Buying Decision Buy Turn to community Ask for an offer 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016) (Source: https://www.hubspot.com/marketing-statistics) IBD Consulting | ibd-consulting.com

THE TRADITIONAL MARKETING PLAYBOOK IS BROKEN That’s a problem. Because the tactics we’ve been using for for the past 20 years don’t work anymore. The buyer is in total control. They choose what to watch, when to watch it, who to listen to, what to read. And worldwide legislation even supports that with privacy and security laws, e.g. GDPR.

“ “ Dig your well before you’re thirsty. Seth Godin These trends and buyer preferences are forcing us to dig a well for water as we’re running out of it. (Metaphorically speaking of course.) The good news is, we’ve got the solution for digging that well faster and better. Seth Godin Author, Permission-Based Marketing, Tribes, All Marketers Are Liars

DIGITAL SALES ENGINE WHAT’S THE ANSWER? A holistic, data-driven methodology that leverages how people buy today How do we build that well so we reach buyers on their terms? With permission-based inbound marketing or Digital Sales Engine . It works because it’s a holistic, data-drive methodology that leverages how people buy today. Holistic because it covers every part of the buying process. Data-driven because we’re able to capture behavioral data that tells us precisely what people are doing.

Digital Sales EngineTM Digital Sales Engine uses markting content to attract new customers and gather customer contact information. Marketing automation allows to educate and nurture large number of customers and gently guide them towards purchase decision. Lead scoring identifies customers that demonstra buying behaviour and are ready to be transfered to sales team to initiate 1-to-1 conversation.

Cost per lead at least 40% less than traditional marketing As an example, HubSpot, a leading marketing platform vendor, has collected data from among all its 13,500 customers. That analysis shows that the cost of leads generated with inbound marketing are less expensive than leads generated using traditional marketing tactics. Source: HubSpot, 2014 State of Inbound Marketing

The role of marketing and success criteria have dramatically changed Image Source: https://stevepatrizi.com/

Today the main task of marketing in B2B is to generate qualified leads.

Marketing and sales process (ilustrative) Advertising Content marketing Marketing automation Analytics Funnel management Marketing ownership Sales ownership A funnel approach means that we divide our marketing and sales process into precise steps and optimize every step to sell to as many customers as we need.   Knowing how many potential customers we have in different phases, knowing the average purchase volume and sales cycle length, we can precisely adjust both the marketing and the sales process to increase sales. In general, we get an accurate marketing and sales system. We call this a digital sales engine. Every sales and marketing meeting must center around questions: how of marketing and sales funnel is doing and what can we do to improve it? Think of it as an engine, a money pump, sucking in people at one end and having money printing press installed at the other end. You convert people attentiong into money. Marketing Process Sales Process Prospects Buyers Buying cycle (time)

Key steps to success

Key benefits from implementing Digital Sales Engine Long-term assets keep generating leads without more investment Brings qualified leads for sales team Decrease load of number of unqualified prospects Improve customer relevancy and build trust Measurable impact of marketing investments on sales pipeline Increases company’s overall value with a predictable lead generation method, system, and processes

“ IF YOU’VE GOT MORE MONEY THAN BRAINS, USE OUTBOUND MARKETING. IF YOU’VE GOT MORE BRAINS THAN MONEY, FOCUS ON INBOUND MARKETING. “ Guy Kawasaki, a successful high tech entrepreneur and angel investor said it best. By focusing on inbound marketing, we’ll use our brain power to market more cost-effectively and efficiently than ever before. Guy Kawasaki Entrepreneur, angel investor, former Chief Evangelist of Apple, Chief Evangelist of Canva, and co-founder of ALLTOP.com Author, The Art of the Start, Enchantment, Reality Check

Next steps Align sales and marketing objectives Allocate resources Build competency: Train people Involve external consultancy Build marketing and sales funnel projection Assess competitor's digital presence Build buyers personas and buying journeys Adjust content and channel strategy Implement Digital Sales Engine Monitor, measure, fine-tune Depends on where you are with implementing Digital sales strategy, here you need define your next steps. Refer to slide #6 for reference. Also, include your specific internal steps, e.g. align sales targets with sales team… If you need help, book a call with IBD consulting www.ibd-consulting.com

THANK YOU

IBD Consulting Market, coopetition and buyers research Digital Go-To-Market strategy Marketing content: Video Text Design Marketing automation Reporting, analytics and operations