BendPoly - Fundamentals of B2B Sales and Marketing

Robert PeasePractice Lead, Pipeline Performance

Heinz Marketing Inc.robert@heinzmarketing.com

@robertcpease

www.heinzmarketing.com

Me• 20+ years of go-to-market experience• Lead Pipeline Performance at Heinz Marketing – B2B sales and

marketing consulting firm• Former CEO of LoopFuse (marketing automation software)• Various VP Marketing roles; started as product manager• Former Accenture management consultant• ~6 startups including wins, losses, and everything in between• 2 daughters, runner, curious…

You• Name + your elevator pitch

• The one (or more) thing you want to take away from today

Agenda1. Why message matters2. 8 keys to marketing greatness3. Building a marketing plan4. The iterative campaign framework + class activity5. 7 traits of outstanding sales & marketing pros6. 10 step pipeline performance checklist

Remember…

“Marketing is sales with a budget”

One slide to rule them all

Your message matters• It’s not about you, it’s NOT about you

• Focus on the problem you solve + outcome your prospect seeks

• There will be a time and place for a demo

Only two sales stages matter

Only two sales stages matter

The buyer’s journey

Top of Funnel Objectives

Is this the modern funnel?

The Eight Keys to Marketing Greatness

1. Demand Generation• Build a customer acquisition machine

• Know who in detail you are trying to reach

• Understand the buyer’s journey

• Test, measure and evaluate

2. Content Marketing• Content is the lifeblood of the modern

sales cycle

• Focus on the target persona and develop your content for them

• Focus on optimizing “consumption”

• Build sales playbooks

“57% of a typical B2B purchase decision is made before a customer talks to a supplier.”

3. Database Health• More is not always better

• Populate database with those who fit ideal customer profile

• Exercise and build your prospect database

• Don’t let your database needs drive landing page design

See more bad landing pages

4. Process

• Have a cross-functional & process-centric view

• Map out 4 core processes

• Measure outcomes, not activities

Interaction with Prospects

Content Production & Distribution

Analytics & Reporting

Oversight & Management

5. People• Surround yourself with people who

have the right attitude, aptitude, and intelligence

• Design your team around how you acquire customers

• Don’t compromise, don’t be afraid to take chances

CMO’s Guide to Marketing Org Structures

6. Sales Enablement• Natural friction where marketing and sales

meet

• Embrace it and find common ground in sales enablement

• Unite behind enabling the buyer’s journey

• View marketing success through the sales pipeline

“61% of B2B marketers send all leads directly to sales..only 27% will be qualified.”

7. Technology

7. Technology• Wut?

• Technology is just an enabler• Know your process and measures of

success before you call a vendor• The skill set of the modern CMO will be

technically savvy• Find the right “marketing stack” for your

organization

8. Content, Social, & Search• Be found where your prospects are spending

time – get into their flow of consumption

• Don’t just publish and pray

• Surround your target customer with reviews, influencers, thought leadership

• Engage directly, start a conversation

“40% of B2B buyers say LinkedIn is important when researching technologies and purchases, 19% say the same of Twitter.”

1. Demand Generation2. Content Marketing3. Database Health4. Process5. People6. Sales Enablement7. Technology8. Content, Social, & Search

The Eight Keys to Marketing Greatness

Pop Quiz1. How many keys are there to marketing greatness?

2. What are they?

Heinz Marketing, Inc

People & problems, not products

Heinz Marketing, Inc

Marketing plan in 5 questions1. What/who are your targets?

• Direct & indirect users, influencers• Address entire buyer ecosystem

2. What do they care about? What outcome are they seeking?

3. Where do you find them?

4. What or who influences them?

5. How do they want to engage and (eventually) buy?

Heinz Marketing, Inc

1. Do the math (quantify what success looks like)

2. Create a clear customer profile

3. Map the sales and buying process

4. Plan to fire lots of bullets

Four steps to a better plan

Heinz Marketing, Inc

Calculating what you need

AssumptionsProduct A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0%Lead/Opp % 10.0%Product A CPL $ 15 Product B CPL $ 35

Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALSProduct A Sales # 50 56 63 69 238Product B Sales # 8 9 10 11 38Total Sales # 58 65 73 80 276

Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500

Product A Pipeline # 150 170 190 210Product B Pipeline # 25 28 30 33Total Pipeline # 175 198 220 243

Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000

Product A Leads 1500 1700 1900 2100Product B Leads 250 275 300 325Total Leads 1750 1975 2200 2425 8350

Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250

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What do your customers care about?

Heinz Marketing, Inc

The buyer progression

SolutionProblem/Pain

Objective/Outcome

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Enumerating needs by role

Discussion & Brainstorm• For your customer, what’s their hole to your drill?• What does the ecosystem look like?• How do you challenge your customer’s status quo

and commit to change?

Five objectives1. Know your customer better2. Focus on building consensus internally3. Prioritize early buyer stages4. Establish key metric baselines & goals5. Develop systems, processes & habits to execute

consistently

An Iterative Campaign Framework

Iterative Campaign Framework

Stage Steps Detail

Identify Target Opportunities

1. Scan market2. Develop hypotheses3. Understand need/outcome

• What problem do we solve?• Who has this problem?• Do they spend money on it?• Do we deliver the desired outcome?

Create Standard Approach

1. Value proposition & messaging2. Consumable Content3. Path to target audience

• Articulate understanding of need• Structure value proposition• Create “anchor” content• How and where does target audience

consume content?

Execute & Review Campaign

1. Deploy Playbook2. Review results3. Adjust approach

• Structure test – budget and program• Compare to assumptions• Success? Adjust campaign• Failure? Move to next opportunity

38

Class Activity – Design & Present a Campaign

1.Goal – what are you trying to accomplish?2.Audience – who are you trying to reach?3.Offer – what are you giving them?4.Action – what do you want them to do?5.Reach – how will you reach them?6.Measurement – what is the measure of success?

7 traits of outstanding sales & marketing professionals

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1. Revenue Responsibility

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Revenue responsibility in practice• Quick sales vs. lifetime value• Good sales vs. bad sales

• Expensive customers, higher churn likelihood

• Can you buy a beer with it?• Business vs. commission check mindset

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2. Focus

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Attributes of a focused pro• Daily plan• Evening evaluation & recalibration• Minimized distractions• Effective triage• Distraction management (internally & externally)

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3. Customer Centric

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This doesn’t write checks!

4. Personal accountability

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Accountability means…• Transparency• Constructive criticism & improvement• Macro & micro calibrations• Proactive adjustments• Daily discipline

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5. Technology competence

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Is your tech helping or hurting?• What problem does it solve?• What does it automate or accelerate?• What is your system or process?• Can it scale beyond you?

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6. Agile mentality

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What is your tolerance for chaos?• Speed and focus amidst change• Quick recalibration & new game plan development• The power of humility• Have an experiment budget and use it

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7. Empathy

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What empathy means…• For your peers• For your sales organization• For other departments• For your customers• What is important to THEM?

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Brainstorm & Discussion• Which attributes are strengths for you?• Which might be weaknesses?• Which are missing that you believe are important?

10 Step Pipeline Performance Checklist1. Understand your target customer2. Know what a qualified lead looks like3. Emphasize needs and outcomes in messaging4. Understand your conversion rates5. Always follow up6. Engage in context7. Understand how your customer buys8. Get on the same side of the table9. Get a purchase commitment10. Closed/won is the end of the beginning

1. Understand target customer

2. Know what a qualified lead looks like

3. Emphasize needs & outcomes

4. Understand conversion rates

5. Always follow up

6. Engage in context

7. Understand how your customer buys

8. Get on the same side of the table

9. Get a purchase commitment

10. Closed/won is the end of the beginning

10 Step Pipeline Performance Checklist1. Understand your target customer2. Know what a qualified lead looks like3. Emphasize needs and outcomes in messaging4. Understand your conversion rates5. Always follow up6. Engage in context7. Understand how your customer buys8. Get on the same side of the table9. Get a purchase commitment10. Closed/won is the end of the beginning

Wrap up• What did I miss?

• What do I need to clarify?

• How can I help?

Questions?

Thank You!Robert PeasePractice Lead, Heinz Marketing@robertcpeaserobert@heinzmarketing.com