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• Ginger Clay• 20+ years in Marketing• 5 years working inside your
business
• What Qualifies me?
• What does IgniteRM do?• Ignite180: Strategy &
Execution• Integrated Campaigns• Marketing Mavericks• Persona Messaging• Web Audit & Best Practices• Social Media Turn-key
Welcome
April 15, 2023 Winning Million Dollar Accounts14
“This is the same test you gave last week”
“Yes, but this week the answers are different”
The Buyer’s Mindset
TOP
MIDDLE
BOTTOM
Do I have a problem? How can I do it better?
I heard that product “X” can do “y.”
I think I need to make a change.
Price? Solutions? Vendor?
Which vendor can deliver?Can I trust them?
60%
The Gap
TOP
MIDDLE
BOTTOM
Do I have a problem? How can I do it better?
I heard that product “X” can do “y.”
I am going to make a change.Price? Solutions? Vendor?
WHY ARE YOU BEING IGNORED?
• We hate to be sold to
• We see it coming
• We have not decided that we have a problem
• We are indifferent
• We want to look good
• We hate to be sold to
CANNED-SPAM RIGHT HOOK MESSAGES
• Our marketing is full of Right-hooks• Email
• Canned-Spam Social
• Lunch & Learns
• Spray & Pray
• Looking for reasons to delete email
• Looking for reasons to block out the noise
• Not built community and relationship
• We are always going to duck the right the hook
TOP
MIDDLE
BOTTOM
The Buyer’s Journey
AWARENESS
CONSIDERATION
DECISION
• Reading• Researching• Downloading
• Learning• Education• Problem Solving
• Comparing• Evaluating
• Guides• eBooks• Blogs
• Collateral• Case Studies• Seminars
• Competitor Comparison
• Prior Jobs
BUYING DECISION
COMMON DISCONNECT
1. Marketing is viewed as and IS a cost center
2. Marketing is a compilation of events
3. Hired a lower level marketing assistant type person who can execute, but lacks strategy/vision
4. Lack a comprehensive plan that includes a way to communicate to existing customers, sell deeper and keep them sticky
5. No processes to track performance
1. Sales-centric Organizations2. Don’t really understand what
marketing is or how it works3. Hire low-skilled, inexpensive
marketing people4. No accountability / No authority5. No metrics in place to measure ROI6. Still figuring out the cloud issue
Sales & Marketing misAlignment
1. Misaligned strategy
2. Misaligned thinking
3. Misaligned goals
4. Misaligned
compensation
Good LeadBad Opportunity
Lead
Bad LeadBad Opportunity
Bad LeadGood Opportunity
Good LeadGood Opportunity
Opportunity
Webb Leads
“These Leads Suck”
“These Leads Suckbut there’s some
good information”
Bad Lead
Good Opportunity
MoneyAuthority
NeedImpending Event
Criteria - Relationships
Lead
Opportunity
ProblemDesire to Change
Investigation
Time Frame - Solution
Good LeadBad Opportunity
Lead
Bad LeadBad Opportunity
Bad LeadGood Opportunity
Good LeadGood Opportunity
Opportunity
Align Lead Flow from MQL to SQL
• Profile Lead Source & Industry
Suspect
• Qualify for Budget, Authority, Need, Timeline
Prospect• Pre-sales• Proposal• Attempt to
Close
Sales Qualified
No buying Decision: Place on Nurture
Campaign
Not ready:Place on Nurture
Campaign
Expressed Interest
TOP
MIDDLE
BOTTOM
AWARENESS
CONSIDERATION
DECISION
• Cold Calling• Networking• Prospecting
• Qualifying• B: Budget?• A: Authority?• N: Need?• T: Timeline?
• Comparing• Evaluating
• Downloads• Offers• Search Engine• Blogs• Social Media• Web Forms
• Collateral• Case Studies• Campaigns• Seminars
• Comparison• Referrals• Testimonials
BUYING DECISION
MARKETING
SALES ALIGNMENT
“Marketers need a new playbook. A new
approach to getting the scarce attention that exist
in the market.” --Simon Sinek, Inbound
2015
What is a jab?
• Visually compelling, story driven, compelling
• Simple, memorable, inviting, fun to read
• Plays off of community and relationships
• “Skillful content has little to do with selling and much to do with storytelling.”
• Value-based• Not interruptive• Doesn’t make demands…often
What is a Right Hook?
• Tell the world exactly what you want
• SELL, SELL, SELL• One-way Value Prop• Years in Business• Our engineers make the
difference• Check out our new release of…• ShoreTel: Simply Brilliant• Security breaches cost Target
billions, you are next!• Attend to qualify and win…
51
• What do you do for me
• Emotional Claims
• Back it up with Facts
• Run it through the “So what” filter.
3 Steps to Being Attractive Online
Have a Story
Key Differentiators
Establish an (Attractive) Online
Presence
Be Relevant
Educate
STEP 1 STEP 2 STEP 3• Palatable/White
Space
• Clear Value to the Visitors
• 3+ Hooks (above the fold)
• No more than 2 clicks
• Use words they use
• Talk about Pain Points
• Educate
• Look & feel like the your customer
+ +
Have a Story
• What do you do for me
• Emotional Claims
• Back it up with Facts
• Run it through the “So what” filter.
Establish an online presence
• Palatable/White Space
• Clear Value to the Visitors
• 3+ Hooks (above the fold)
• No more than 2 clicks
Be relevant. Educate.
• Use words they use
• Talk about Pain Points
• Educate• Look & feel like
the your customer
“Even though you can't out spend the big guys… you can out teach them and out help
them (the customer).”--Hubspot Owner, Dharmesh Shah
Be Generous
Blog: How to Welcome the 21st Century Connected Parent into Your Classroom
Blog: 3 Cost Effective Reasons to Read this Before You Buy Your Next Phone System
eBook: Evaluating Simpler Infrastructure Alternatives Guides: Parents have choices. 6-Steps to increase ADA. Checklist: Security Checklist / BYOD Checklist/ Campus Safety Report: 4 Critical Elements of an IT Roadmap & 1 Bonus Industry
Finding Guide: Increasing enrollment through Digital(Media Rich)
Classrooms
Creating Value Jabs• #GeekTip: In case we forgot to tell you…No more provisioning a separate server
to keep your phone system up and running. #ShoreTel’s #N+1 Redundancy enables you to add a virtual switch w/o the extra cost. N+1 at no additional cost
• #Quick insider: #Shoretel can add a virtual #switch at no cost to your virtual environment. Want to know more?
• Psst. Did you know that you can automate weekend calls or holiday schedules? #ShoreTelTips
• FYI, in the case of an emergency, your phone is on a redundant switch. Read on.• Cloud-enabled business voice is not for everyone. Here why.• If the #network goes down will you lose #dialtone? I seriously hope not. Quick
update.• Smile! Because #ShoreTel is software based. New features rollouts are like
bonus software upgrades. Can I get a whoo-hoo?
PROVIDE GENEROUS OFFERS
• Guide: 4 Things You Have to Know to Never Go To Bid Again
• Guide: 6 Ways to Immediately Improve Your IT Value to Your Organization
• Report: How to Welcome the 21st Century, Connected Parent into Your Classroom
• eBook: 6-Strategies for Positioning Your Team as an Asset
• Guides: Parents have choices. 6-Steps to increase ADA.
• Checklist: Security Checklist / BYOD Checklist/ Campus Safety
• Report: Evaluating Simpler Infrastructure Alternatives
• Report: 5 Critical Elements of an IT Roadmap
• Article: Increasing enrollment through Digital(Media Rich) Classrooms
CTA: Call to Action
63
• Call to Action• 3 Hooks Above
the Fold• Give Visitors a
Reason to Connect/Engage
Be Found
• 5.9 billion searches a day
• People searching on Google are actually looking for
something
• 10 results on a each page
• Google’s 1st page captures 89% of traffic
• Most users will not look beyond the 1st page
• Of the 89% of traffic, the 1st 2-listings capture 42% of
the visits
Pause
If you type…• ShoreTel + Your City Name• Business Phones + Your
City Name• ShoreTel Sky + Your City
Name
Are you found?
67© ShoreTel, Inc. 2015. All rights reserved worldwide.
Strategy to Get Found
1. Web Audit & Redesign
2. Determine which web pages must get found
3. Optimize title pages & meta descriptions
4. Target 5 keywords that match pain points
5. Write and post fresh content that match keywords and pain points (social, blog, etc)
“There has got to be a shift from 2005-style marketing to attraction marketing driven by data, knowledge and ultimately content.”
Measure it? What?
•MQL (Marketing Qualified)•Lead Scoring- SRL (Sales Ready)
•SQL (Sales Qualified)•ROI
What is social media designed to do?
• Attract people who are like you & have similar interests• Have a conversation• Sell
How do you achieve this?
• Educate• Entertain• Engage
What does social media NOT do?
•SELL• Be a billboard• Talk about YOU• Be a platform for manufacturer-centric
content• Not have purpose• Be Unprofessional• Be a superficial marketing push
78
LinkedIn: Updates, Company/Employee
Announcements, Product rollouts, Blogs/ Intellectual KnowledgeTwitter: Quick
announcements, teasers, invites
with links, download offers, #Support Q&A
Facebook- User events in real-
time, fun facts/quotes,
games, contests, events
Video: Web, Social,
Slideshare, Youtube
Slideshare: Presentations, Slide Decks
Top 3 Most Common Social Media Questions:
1. Why does my business need to be social?2. How can I generate leads by being social?3. What should my social media strategy be?
79
Q1: Why be social? (to be attractive)
• That’s where people look for answers (Reviews, Feedback, Information)
• People like to talk about products and services they like on social
• Buyers like to share their experiences with other buyers on social
• Platform for finding value• More people go to social than your website• Blogs typically rank higher on Google searches than
your website for keyword content
80
Q2: How do I generate leads using social media?
Answer: You don’t.You generate interest.
You foster trust.
You establish credibility.
You connect.
You Inform.
You give the visitor what they want: more value.
82
“Marketers use social media to sell stuff.
Buyers, however, do not.
Buyers are on social to find value.”
Know Your Target
• CEO• CIO• IT Director (or below)• Vertical (i.e. Healthcare, Education)• Vertical decision-makers (Hospital CTO, Superintendent)
[Jabs] ValueContent
[Jabs] Entertaining
Content
[Right Hook]OffersCTA
EventsAbout You
70% 20% 10%
70:20:10 Ratio
Jabs or Hooks?• 50% of your workforce could be remote in 6
years. What does this mean for your phone systems? [Tinyurl]
• Would you describe your company’s phone systems as scalable, flexible and reliable? Here’s why you should be able to: [Tinyurl]
• Flash quiz: Which kind of phone system provides your business with fewer features and less flexibility, but costs more? The answer: [Tinyurl]
• Challenge #1 of using traditional phone systems to meet modern communication needs? Find out here: [Tinyurl]
89
• Top of the Funnel - Awareness• The Story: Value Prop/ Key Differentiators• Dynamic Content: Frequency, Calendar, Diversity• Content Type: Blogs, Videos, Downloads• Jabs & Hooks?• Attractive Online Presence: Social, Web• Online Best Practices• SEO Rankings: 1st page Ranking, Keywords, Optimization
• Middle of the Funnel - Consideration• Webinar/Seminars/Events• Campaigns- Drip• Collateral: Marketing Slicks/ Fact Sheets
• Bottom of the Funnel - Decision• Credibility: Case Studies/Testimonials
• Advocacy • Quarterly Touch
Marketing Grader
The Story
• Clear Value Prop:Who you are; what you do (2)
• Key Differentiators (3)
• Evidence to support key differentiators? (1)
Dynamic Content
• Resource Page (3)• More than one download
offers or click-through from the homepage/above the fold (2)
• Links to social from home page (1)
• 2 or more CTA (home web) (1)• Weekly social postings to more
than one platform (2)• Content Calendar (2)
Content Types
• Blogs (1 new monthly) (2)• Videos (Web) (2)• Checklist (1)• eBook (1)• Report (1)• Data Sheets or Marketing
Slicks (1)
Attractive Online Presence
• Clean Brand Above the Fold (1)• Good use of “white space” (1)• Ease of Navigation (1) • ShoreTel On Prem (1) • ShoreTel Sky (2) • Social Branding (1)• Optimized Web Mobile Site (1)
- No broken links (1)- Compelling CTA (1)- Modern Look/Feel (1)
Online Best Practices• Scroll, not click design
(1)• Responsive web design
(2)• Web Lead Form (2)• Telephone Number
above the fold (1)• Download Offer (2)• Newsletter Sign-up (1)• Blog (1)• Photos of real people
(1)
SEO Rankings
• 1st page ranking on 2 keywords (3)
• 1st page optimization for ShoreTel (1)
• Established Keyword List (2)• Keywords in the URL Title (2)• Meta descriptions for top 5
pages (2)• Alt tags and descriptions
behind images on main page (2)
Webinars, Seminars, Events• Events: Posted, Up-to-
Date (1)• Quarterly Event Schedule
(2)• Web Registration Form
(1)• Customer Event (at least
1x year) (1)• Post Event Lead Tracking
(2)• Event Promotion on
Social Media (1)
Campaigns
• Drip Campaign in place (2)
• Implemented Big Sky No
Limits (4) • Online Campaign
Landing Page with Offer (2)
• Social links to the campaign (1)
• Campaign lead tracking (Open, Click-through, Opt-Out, Bounce) (2)
Social
• 2 or more branded Social Media Sites (2)• Weekly Postings (2)• Twitter Account Opened and in use (last 14 days)
(1)• LinkedIn Business Page (1)• Value Prop & Key Differentiators on LinkedIn
Business Page (1)• 4+ employee pages linked to LinkedIn Business
page (1)
KPIs & Marketing Metrics
• Monthly Marketing Performance Tracking (2)• Lead Tracking [by source] (2)• Lead Tracking [by event] (2)• Social Media Performance Tracking (1)• Web Performance Tracking
[Hits, SEO, Keywords] (2)