digital marketing and sales growth - what is the connection
DESCRIPTION
What is the connection between digital marketing and sales growth? How do today's b2b buyers use the Internet and why is this crucially important for salespeople? Presentation given at Cleantech Finland's member event on 24 September 2014.TRANSCRIPT
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DIGITAL MARKETING AND
SALES GROWTH
- WHAT’S THE CONNECTION?
Cleantech Finland member event 24 Sep 2014 Kaisa Hernberg
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WHO’S TALKING?
Kaisa Hernberg (@kaisamirjam)
B2b sales, marketing, business
development since 1998
– Edinburgh, Helsinki
– Target markets include Nordics,
Baltics, UK, China, Russia, India,
Brazil
– Owner, CEO, Frank
Communications 2005 - 2012
– Consulted dozens of b2b
professional organizations
– Board memberships in several
organizations since 2005
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ASIANTUNTIJA
EPÄMUKAVUUSALUEELLA
• Talentum 2013
• For professionals and their
supervisors
• Busts persistent myths about
selling
• Guides professionals in handling
workplace situations with a
positive sales attittude
• Tips for supervisors on how to
manage professionals who have
a negative attitude to selling
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WHAT DO THEY HAVE IN COMMON?
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THIS IS YOU – AND
EVERYONE ELSE –
ONLINE
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ATTENTION SPAN OF A
HUMMINGBIRD
1. Images
2. Headlines
3. Fact boxes and other elements
4. Body text – IF their interest is aroused
The average web surfer…
Looks at… Stays on one page for less
than a minute
Reads bits and bobs here
and there
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THIS IS YOUR CLIENT
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TODAY’S B2B BUYER
Initiates purchase
process, because a need has been identified inside the organisation
Actively seeks information, particularly
online
Wants to meet salespeople only,
when 2/3 of purchase process
is done
Trusts and relies on external
experts, especially with large purchases
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THIS IS WHAT YOU NEED TO FORGET
”Solution
selling is
dead” Harvard Business Review , July 2012
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TODAY’S SALES PARADIGM
You need to convince
customers online
• …before you have a chance to talk to them
You need to provide
interesting content online
• …to build a credible expert image
You need to do this in less
than a minute
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KIITOS. TACK. THANK YOU. 谢谢.
www.cleantechfinland.com