Eight Keys to SaaS Demand Generation Success

Matt Heinz & Dave Chase

February 17, 2010

Things to know

• Matt Heinz– matt@heinzmarketing.com

• Dave Chase– dchase@altusalliance.com

• Send questions via GoToWebinar console

• Recording available afterward

• Demand generation audit details

Where these came from

• Real-life success stories (and mistakes)

• Multiple industries (healthcare, IT, cleantech, legal services, real estate, etc.)

• Economies good and bad

• Consumer and B2B

These practices are universal

Table Stakes (“The Basics”)

• Bias for action

• Test & measure

• Culture of failure

• Build for the future

#1: Clear definitions of qualified prospects

• HOT Opportunity Attributes for use in sales qualification Highly qualified

•Open GL rendering is acceptable•Differentiation is critical•Controlled lighting presentation•High-end builder•Portability requirement

Moderately qualified•Requires WOW factor•Maya rendering quality or less required•Multi-tile requirement

Poor Alignment•Requires V-ray quality rendering•Needs < 3 day turnaround•Not willing to pay at least $3k/rendering•Low-end builder

#2: Map value proposition to benefits/needs

• “Why” vs. “How/What”

• Your story vs. their story

• Messaging examples:– “I” vs. “You”– Cause vs. Effect– Present vs. Future– Process vs. End-Result

#3: Develop a multi-stage, customer-centric engagement process

Active Sales CycleChannels: CRM, 1:1

Goal: Sell

New Customer

Nurture MarketingChannels: Email Newsletters, CRM System

Goal: Drive Active Prospects

Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn, Vertical Communities

Goal: Drive Registration

Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.

Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers

Referral & Tell-a-Friend OffersNetwork / Community Invites

New Opportunity Alerts1:1 with Existing CustomerIn-Market Events

Next Step Accelerator IdeasCustomer Targets (based on persona profiles)

#4: Ensure consistent CRM usage across sales & marketing

• Everyone using the same reports

• Common lead definitions

• Response time SLA

• Clear lead & opportunity stages

• Focus on revenue metrics

#5: Ongoing customer research & insight

• Customer Lifecycle Model

+

Value of Customer Insight Increases throughout Lifecycle

+ + +

#6: Ongoing dialogue, feedback between sales & marketing

• Meeting rhythm

• Proximity

• Building trust

• Common goals, rewards

#7: Leverage your existing customers

• Referrals, evangelists & promoters

• How and where to publish

• Managing usage

#8: Realizing the full value of your people

• Hunter vs. Farmer skills reflected in Job Descriptions

• Onboarding Training

• Synchronized Sales & Marketing Metrics

• Ongoing training and workshops (see sample)

#8: Sample Training/Workshop Schedule

• Module 1: Company Overview, Values, Team, Goals

• Module 2: Company Presentation• Module 3: Industry, Market,

Ecosystem• Module 4: “Why Us - Why Now?”• Module 5: Marketing 101

(Website, Brand Strategy…)• Module 6: Marketing 201 (Tools,

Collateral…)• Module 7: Partner Training• Module 8: Customer Segment

Training• Module 9: CRM training

• Module 10: Lifetime Value Customers

• Module 11: Sales Process: Leads to LTV customers

• Module 12: Making those first calls

• Module 13: Sales Role Playing • Module 14: On-boarding our

solutions• Module 15: Partner & 3rd Party

Integration Overview• Module 16: Acct Mgr

Presentation • Module 17: CRM training Part  2• Module 18: Sales Process

Review

Tight Sales & Marketing Integration throughout

Demand Generation Audit

Questions

Next Steps

• Additional Questions– Matt: matt@heinzmarketing.com– Dave: dchase@altusalliance.com

• Recording & Notes– Via @HeinzMarketing

• Demand Generation Audit– Outline will be emailed to all attendees– Email with any questions