personalised marketing: understand your customers - mario haneca
TRANSCRIPT
Insights in the buying process
Which touchpoints are not digital (yet)
How can we learn from every buyer interaction
Drive more relevant and personalized conversations
Sell smarter. Close faster.
Key Takeaways
Why selling smarter?Sales reps are not adapted for the educated buyer
Only 19% of meetings are valuable to executive buyers
More than 60% of opportunities never close
Why selling smarter?Only 58,1% of the reps today attain their target
‘17‘16 ‘18‘10 ‘11 ‘12 ‘13 ‘14 ‘15
58.1%63.0%58.2%
‘19TIME%
sal
es re
ps a
ttain
ing
thei
r quo
ta
Alignment
19% Faster Revenue Growth
15% Higher Profitability
What are top performing companies doing different?
Sales
Marketing
Product
Image by business2community com
Sales Enablement
+ 8,5% impact on revenue
Top performers focus on the Why Change & the value wedge
AWARENESS
YOUR COMPETITOR
YOUR COMPANY
60% Status quo
Why us?
Why Change? 74% Buying Vision
Sales Force Enablement - Defined by CSO Insights
A strategic, cross-functional discipline
designed to increase sales and productivity
by providing integrated content, training and coaching services
for sales people and frontline sales managers
along the entire customer’s journey,
powered by technology
SHIFTING FROM SALES CENTRIC TO BUYER CENTRIC
CONTACTED QUALIFIED DEMO PROPOSAL CLOSED
AWARE EDUCATION SELECTS
INTEGRATES
USES/EXPANDS
Extension of the sales cycle
Technology … to the rescue
Industry 1 Industry 2 Industry 3 Industry 4
Sub vertical 1 Sub vertical 2
Persona 1
Persona 2
Persona 3
8 x 3 x 5 x 6 x 4 = 3456 unique sales conversations
Messages
Messages
Messages
Insights
Insights
Insights
Goals
Goals
Goals
Questions
Questions
Questions
Competition
Competition
Competition
Objections
Objections
Objections
Solution 1
Solution 2
Solution 3
Solution 4
6 Buying phases
LEVERAGING INSIGHTS FOR RELEVANT CONVERSATIONS
PROGRESS IN BUYING PROCESS
web
site
cam
paig
nre
mot
efie
ld
Non-human touchpoints Human touchpoints
CHANNEL
BLIND SPOT
DIGITAL BODY LANGUAGE
LEAD SCORING RECOMMENDATIONS
DATA DRIVEN
BUYER JOURNEYALIGNED
TECHNOLOGYENABLED
RIGHT CONTENT
RIGHT PERSON RIGHT
FORMAT
RIGHT MOMENT
SELL SMARTERCLOSE FASTER
Personalised MarketingUnderstand your customers
$10.5MFunding
750+ Customers
Founded2011
$10M ARREND 4Q2015
3 SPOTSGhent – LondonSan Francisco
Our Story
120+Employees
100 KDAILY USERS
96% Retention
Partners
Awards