Sales & Marketing for Engineers & Scientists

Writer/Social Media Specialist à Launch Team Inc.
17 Jun 2016

Contenu connexe

Présentations pour vous(20)

Similaire à Sales & Marketing for Engineers & Scientists(20)


Sales & Marketing for Engineers & Scientists

  1. | Sales & Marketing for Engineers & Scientists
  2. | Beth Shope Design/Web/SEO Introductions 2 Michele Nichols President / Principal Katie Steelman Writer/Social Media Specialist Lou Horvath Principal/Writer/ Patent Agent Kara Fortuna Principal/Design Sarah Campagna Account Manager John Agostinelli Patent Agent Mandy Bly Account Coordinator Aimee Schenck Inbound Marketing Specialist History of thoughtful growth Experienced with components, assemblies & instrumentation Geared for speed and accountability Full team for cost of single hire Damon Diehl Technical Writer
  3. | 58% 3 of the buying decision is complete before they ever contact a salesperson. “ Nobody wants to be sold. They want to sell themselves.” 3 |
  4. | Nurtured leads make 47% larger purchases than non-nurtured leads. Source: The Annuitas Group 4
  5. | 80% of sales require 5 follow-up calls after the meeting. 44% of salespeople give up after 1 follow-up. Source: The Marketing Donut 5
  6. | 91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals. Source: Dale Carnegie 6
  7. || Great sales habits are timeless 7
  8. || But sales tactics have changed 8
  9. | In 2007 it took 3.7 cold call attempts to reach a prospect. Today it takes 8 attempts. Source: TeleNet and Ovation Sales Group 9
  10. | Thursday is the best day to prospect. Wednesday is the second best. Tuesday is the worst day. Source: 10
  11. | Best time to call? 4-5 pm Second best? 8-10 am Worst: 11 am and 2 pm Source: and Kellogg School of Business 11
  12. | The best times to email prospects are 8:00am and 3:00pm. Source: GetResponse 12
  13. | With companies 100-500 employees, 7 people are involved in buying decision. Source: GetResponse 13
  14. | 78% of salespeople using social media outsell their peers. Source: Forbes 14
  15. | Social media has a 100% higher lead-to-close rate than outbound marketing. Source: 15
  16. | Top salespeople use LinkedIn at least 6 hours/week. Source: 16
  17. | 82% of buyers viewed at least 5 pieces of content from the winning vendor. Source: 17
  18. | 68% of consumers feel more positive about a brand after consuming their content. Source: 18
  19. | 86% of B2B buyers access business content on mobile. Source: 19
  20. | If you follow up with web leads within 5 minutes, you’re 9x more likely to convert them. Source: 20
  21. || Inbound works 21
  22. | 63% of prospects requesting information will not purchase for 3+ months. 22
  23. | Only 25% are legitimate sales opportunities. 23
  24. || Inbound improves lead quantity, but qualification processes are key 24
  25. | 50% of sales go to the first salesperson to contact the prospect. Source: 25
  26. || Single biggest way to increase sales through distributors? Answer faster 26
  27. | “I’m under 30. I just Google for it.” 27
  28. | 14% 14% 14% 8% 8% 7% 6% 6% 6% 0% 2% 4% 6% 8% 10% 12% 14% 16% Social Media SEO Email Mktg Trade Shows Direct Mail Blogs Telemarketing Traditional Advertising PPC Inbound Most Effective at Lead Generation 28 Survey N = 3,339 Q: What percentage of your company’s leads come from each of the following sources?
  29. || So What Is Inbound? 29
  30. | Inbound Marketing—Education • Quality content that pulls in prospects • At point of interest/need • Focused on customer’s needs, language, interest & timing 30 Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  31. | An Example 31 Social Media Website Email
  32. | 200% An optical assembly client doubled web traffic in one year and closed 6-figure accounts from leads from the web 4x A nanotech company quadrupled their leadsfor the same tradeshow from 2014 to 2015 through a redesign and rethink of strategy, culminating in a pre-and-post show campaign 2x One custom & catalog optics company has doubled their customersin the 18 months they’ve been on HubSpot inbound marketing platform 65% More leadsand 32% more web traffic in 3 months after the Launch Team rewrote web and inbound content to optimize for keywords and to target the right customer profile in medical devices 35% A materials company increased revenue by 35% after rebranding/repositioning 12 months ago ROI on Inbound Approach 32
  33. | Marketing’s Role in Sales 33 How does this technology fit in my product/organization? How effective is this technology? How can I build the business case? How can I narrow down my options? How can I make this work in my product/organization? How do I implement this? Blog eBook Tip Sheet Workbook Guide White paper Webinar Assessment/design review Consult
  34. | Sales Process 34 Rapport Pain Money Commit Close
  35. || Sales & Engineering Alignment: A Better Model 35
  36. | Different levels of readiness Lack of follow-up process Focus on bottom of funnel Speed of response Change is Required 36 |
  37. || 5 signs change is needed in sales approach 37
  38. | launchsolutions.com38 Commoditization 1
  39. | launchsolutions.com39 Inconsistent follow-up 2
  40. | launchsolutions.com40 Waiting for a call 3
  41. | launchsolutions.com41 Slow quoting 4
  42. | launchsolutions.com42 Focusing on the product 5
  43. | Steps to Data-Driven Sales & Marketing 1. Educate & create buy-in from leadership, sales, marketing & engineering 2. Define your unique value proposition 3. Understand your target customer – Customer Persona 4. Set realistic goals – Traffic calculator—identify goal at each level 5. Commit to strategy for 18 months 6. Choose a toolset 7. Conduct a content audit 8. Create your marketing roadmap 9. Start an experiment 43
  44. | Educate and Create Buy-In From: 44 Leadership Sales Marketing Engineering
  45. | Define Your Unique Value Proposition 45
  46. | Understand Your Target Customer 46
  47. | Set Realistic Goals 47 Inbound Marketing Traffic & Leads Calculator Step 1 Enter your monthly revenue goal. How much new monthly booked revenue do you plan to generate from inbound marketing? New Monthly Revenue: $25,000.00 Step 2 Enter the % of new revenue needed from inbound marketing. What percentage of this revenue do you need to book from inbound marketing as opposed to other sources of new leads and customers? Percentage: 80% Step 3 What's your average revenue per new customer or new account? Avg. Revenue Per Client: $10,000.00 Monthly New Customers: 2.0 Step 4 Calculate the number of monthly leads needed to support new customer goal. What's your lead-to-customer conversion rate? What's your goal? Current Goal Lead-to-Customer Rate: 1.0% 2.0% Monthly Leads Needed*: 200 100 Step 5 Calculate monthly traffic needed to generate required number of leads. What's your visitor-to-lead conversion rate. What's your goal? Current Goal Visitor-to-Lead Conversion: 1.0% 4.0% Monthly Visitors Needed*: 20,000 2,500
  48. | Commit to Strategy for 18 Months 48 |
  49. | Choose a Tool Set 49 LAUNCH is a certified HubSpot partner. Do it all with just one platform HubSpot software includes all the tools you need to do inbound marketing, plus award winning services & support to help companies master inbound marketing.
  50. | Conduct a Content Audit 5050 |
  51. | Create Your Marketing Roadmap 51
  52. | Start an Experiment 5252 |
  53. | Thank you! For a free consultation, visit Michele Nichols President, Launch Team Inc.

Notes de l'éditeur

  1. Who of you in the room have asked for a referral in the last 6 months.
  2. Arnold engineer
  3. [Would you rather find customers – or get found by them? If you answered the latter, then you’re ready for inbound marketing. Inbound marketing is the integration of search engine optimization (SEO), social media tactics and content creation. Each of these tactics is a proven performer when separately implemented. But, when strategically synchronized, the result is significantly reduced costs, increased sales, and improved ROI. – From 2012 Inbound Marketing Handbook - MarketingSherpa LLC, a MECLABS Group Company] Sharing is caring and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more. Major themes: Content Creation- You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide. Lifecycle Marketing- You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions. Personalization- As you learn more about your leads over time, you can better personalize your messages to their specific needs. Multi-channel- Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. Integration- Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time. MIC Language: Thought Leadership Reaching them when and where they care about you
  4. Price pressure. Increased commoditization and competition can create a price pressure. The average company has twice the competitors it did just five years ago. “Me too” products, reverse engineering—there are a lot of factors at play today.
  5. Developing Personas Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. After all, the marketing team needs to know to whom they are marketing, and the sales team needs to know to whom they are selling. What is their demographic information? What is their job and level of seniority? What does a day in their life look like? What are their pain points? What do you help them solve? What do they value most? What are their goals? Where do they go for information? What experience are they looking for when seeking out your products or services? What are their most common objections to your product or service?