Improve Sales Productivity & Revenue Performance with

Digital and Data

©2014 MarketBridge Corp.– 2 –

©2014 MarketBridge Corp.– 3 –

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

CEB

“67% of the buyer’s journey is now done digitally”

Sirius Decisions

“B2B buyers complain that only 29% of sales reps are well prepared to engaged

with them” IDC

MARKET RESEARC

H

“76% of B2B customers prefer to receive content unique to their stage in the buying process”

Pardot/SFDC

©2014 MarketBridge Corp.– 4 –

How Do You Sell to Buyers in the Digital Age?

TraditionalMarketing Spend(media buy, direct mail, e-mail, teleprospecting, events)

TraditionalSales Spend(field sales, inside sales, resellers, agents, retail, e-commerce)

“Old School” engagement is declining. Prospects… Take fewer sales meetings Attend fewer events Don’t answer telesales calls Block emails

“New School” engagement allows for self-education Search Social Media On-line media 3rd party sites Content-rich vendor sites Authentic online communities

DigitalEngagement• Search, mobile, social

media• Content marketing, digital

communities• Sales enablement

©2014 MarketBridge Corp.– 5 –

“The State of the Union” for Sales

1 The Bridge Group; 2 National Sales Executive Association

❶ Goals Up, Headcount Down

• Corporate mandates prevent the old formula of More Headcount = More Revenue

• Even less expensive sales channels like Inside Sales need to prove value more than ever before

❷ Increasingly Inefficient “Talk Time”

• Required sales call volume has doubled to make contact with a targeted prospect

• For Inside Sales…1,000 outbound calls generates only 32 real leads1

❸ Ignored Accounts = Ignored Revenue Opportunity

• 48% of sellers never follow up after first touch2

• Disqualified leads (“Not Ready to Buy”, “Insufficient Funds”, “Insufficient Authority” ) are too expensive and too consuming to nurture

• Yet, these leads represent too much revenue potential to be left untouched by sales

©2012 MarketBridge Corp.– 6 –

The New Revenue Equation:Digital Engagement + Data Analytics = Sales Productivity

CUSTOMER PROFILE & DATABASE

Richer Customer DataConnected Marketing & Sales “Engine”

Social/Mobile↓

Direct Marketing↓

Lead Management↓

Sales Management↓

Loyalty & Retention Deeper, Predictive Customer Data &

“Dashboards”

Smarter Marketing & Sales

©2014 MarketBridge Corp.– 7 –

Lifting Sales Productivity Through Digital Engagement and Data Analytics

STEP 1Prioritize SalesCall Patterns

STEP 2Digital Customer

Engagement

•Analytics driven•Sales-ready•Likelihood to convert

• “Not ready to buy” prospects

• Low cost coverage• Systematic lead

qualification and scoring

STEP 3Feed Sales

Quality Leads

• Trigger-based• Fed into SFDC• History of digital

engagement

©2012 MarketBridge Corp.– 8 –

Benefits of Digital + Data Programs

Increased Revenues and Customer Lifetime Value

Expanded Customer Reach and Response

Reduced Cost-to-Sell

Deeper Customer Insight

Improved Customer Experience

©2014 MarketBridge Corp.– 9 –

The Economic Potential

For every 100 inside reps…

$1.4M+ in potential labor savings

60%+ increase in per rep quality talk time

17,600 more quality conversation hours

25% increase in rep sales productivity

20% lower cost-to-sell

Lower cost per conversation by $5

Up to 20-25% lift in overall sales production

2.5X more touches of nurtured prospects at 81% lower cost

©2012 MarketBridge Corp.– 10 –

.

The Prescriptive Path

RevenueEnginesTM for Sales

STEP 2

TargetHighest Value

Customer Interactions

through Analytics

STEP 1

Quantify the Business Case

& Build the Launch Plan

STEP 3

Launch Digital Engagement Programs to Engage Early

Stage Prospects

STEP 4

DeploySMART™

Analytics to Continually Feed

Reps the Best Prospects

STEP 5

Engage Prospects in aContent-Rich

Community and Build Data Asset

©2012 MarketBridge Corp.– 11 –

Step 2 – Utilizing Data to Drive Productivity

Public Profile

P1 P2 P3 P4 P5

Customer Personas & Predictive Analytics

Search EmailWeb

ContentInsideSales

FieldSales

Custom Content

Digital Footprints

TransactionHistory

©2012 MarketBridge Corp.– 12 –

Step 2 - Driving Revenues w/ Predictive Analytics

On-demand social media, CRM, email collaboration at the individual or customer

level …

…delivered on Sales desktop

Monthly/weekly up-to-date profile of customer/prospect

cohorts social media usage and demographics

?

ExistingCustomers

New Prospects

Target Industry, Title, Geo, etc.

Individual Buyer Profile

Prospect Profiling SMART Customer Profiling

On-going opportunity scoring and segmentation to predict high propensity, high value, and

timing of target buyersHigh Value Prospects

Ready-to-Buy Customers

TargetedCross-Sell

SMART Predictive Analytics

©2014 MarketBridge Corp.– 18 –

The Digital + Data Customer Funnel

Digital and Data Funnel

Campaigns

Prospecting

Research

First Contact

Relationship

Predictability

Analytics

Targeted Buyer Personas

Leads Lists By Persona

Score & Enrich Opportunities

Social Selling / Warm Intros

Updates CRM, Full Relationship

More Accurate Pipeline Value

Analyze & Group Customers

©2013 MarketBridge Corp.– 19 –

“Digital Sales Coverage” Example

•Digitally recruited 660,000 not-ready-to-buy prospects

•$5-$6 total cost per acquisition

•Engagement through online community and social media…not field/inside sales

•Buyer persona-based content marketing

•Ongoing conversion campaigns to Sales•New and existing clients purchase at a 3X higher conversion rate

•Omni-channel analytics and program dashboards

•Performance reported weekly

• Field Agents• Online Ads• Social Media

• Direct Mail• Viral Marketing• Public Relations

INTEGRATED PROGRAM• Inside Sales• Live Events• Co-Promotions

MEASURE

CONVERT

ENGAGE

REACH

From Field Sales only….to Digital Nurture + Field Sales

©2014 MarketBridge Corp.– 20 –

Offer:

What’s The Economic Potential for Your Business?

For your sales force… ?

Potential labor savings

Increase in rep time selling

Increase of quality interactions

Growth in rep sales productivity

Decrease in cost-to-sell

Cost per interaction savings

Lift in overall sales production

ROI CalculatorInputs:

1. Average Deal Size

2. Rep Selling Time

3. Conversion Rates

4. Sales Rep Cost

5. Sales Headcount

6. Calls per Week

Provide 6 Metrics and MarketBridge Will Deliver a Digital Sales Coverage ROI Estimate

©2014 MarketBridge Corp.– 21 –

Improve Sales Productivity & Revenue Performance with Digital and Data

Joe Bisagna Senior Director of Client Development Jbisagna@market-bridge.com(240) 752-1896

market-bridge.com

MarketBridge delivers digital customer

engagement and analytics solutions to improve the Sales productivity and Marketing ROI of the Fortune 1000.