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AGENDA1. Market Measures benchmark statistics.
2. Core theme: the “Lone Wolf” problem.
3. Responding to the challenge.
Free report download:
Visit www.marketmeasures.co.nz and use promo code “Deloitte”
We help New Zealand’s smartest technology firmsfind and grow markets for their products
2009 2010 2011 2012 2013 2014
Annual turnover growth 58% 40% 48% 53% 39% 38%
Companies exporting 72% 77% 85% 69% 77% 77%
Using channel partner in export markets
38% 31% 33%
Sales & marketing expenditure
39% 40% 30% 28% 29% 27%
SIX YEARS OF BENCHMARKS
Start-up companies
Early growth companies
Established companies
Allcompanies
Expenditure on employed or contracted sales staff
12.6% 14.4% 11.3% 12.5%
Expenditure on employed or contracted marketing staff
4.7% 6.7% 4.0% 5.0%
Expenditure on non-staff related sales & marketing activity
12.4% 10.0% 7.9% 9.2%
Total expenditure on sales and marketing
29.7% 31.1% 23.2% 26.7%
SALES AND MARKETING SPEND
IT’S ALL ABOUT SALES EFFICIENCY
IT’S ALL ABOUT SALES EFFICIENCY
IT’S ALL ABOUT SALES EFFICIENCY
Dedicated telemarket-ing group
Cold calling by sales group
Indirect marketing Referrals or rely on strong brand
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
New Zealand companies USA companies
Source of leads: NZ vs USA tech companies
Inbound strategies deliver below-average cost per lead
Survey N = 3,339 Source: HubSpot
“If you are not participating in
the digital part of the sales
process, you are increasingly
invisible.”
Market Measures 2014
2,074 VISITS 42 LEADS
FOUR ACTIONS YOU MUST TAKE TO OBTAIN VISITORS, LEADS AND CUSTOMERS
360° VIEW OF YOUR LEADS
What companies are visiting our site?
What pages have they viewed?
What have they converted on?
How engaged are they?
When are they on our site?
What emails have they opened?
Who are they on social media?
What is their lead score?
1. VISITOR INTELLIGENCE
Intelligence to know when visitors from ideal target companies are visiting your site.
2. LEAD INTELLIGENCE
Developing a profile for your lead with the information provided and creating a store.
3. LEAD SCORING
Attaching values to leads based on their professional information and the behaviour they’ve displayed on your website.
4. CRM INTEGRATION
Integrating lead management and CRM will enable you to bridge the gap between marketing and sales strategy.
5. LEAD NURTURINGBasic lead nurturing involves a tightly connected series of emails with a coherent purpose and an abundance of useful, relevant content.
FOUNDATION: COMPELLING, RELEVANT CONTENT
GET YOUR WEBSITE FIRED UP!
Call toactions
Social mediachannelsBroadcast
Channels
SET-UP LANDING PAGES
PROMOTE YOUR CONTENT THROUGH LINKEDIN…
AND PROMOTE THROUGH PINTEREST!
WRITE A BLOG!!
A company that blogs typically generates 55% more website visitors.
Source: HubSpot
TWEET IT!!
SHARE IT
MAKE A VIDEO ABOUT IT
BUT WAIT, THERE’S MORE….
Programme duration (years)
IN FOR THE LONG HAUL..
ABOUT USConcentrate helps New Zealand’s smartest technology firms find and grow markets for their products.
If you have the courage to focus, we have the tools and experience to help you realise the potential of your innovation.
www.concentrate.co.nz
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