Embed Size (px)
DESCRIPTION
Ben Harrison's presentation at #torontoB2B VII
Citation preview
THE GLOBAL LEADER IN OH&S SOFTWARE
WHERE I’M COMING FROM…• SAAS Occupation Health & Safety Solution
BIG Corporate EMR + Safety + Industrial HygieneComplicated product, sales, implementation
• 90+% of business outside of Canada• Aggressive YoY Sales and EBITDA targets• Marketing team of 4
Content Marketing focus#1 objective is lead generation
THE GLOBAL LEADER IN OH&S SOFTWARE
WHAT WE’VE BEEN DOING IN THE PAST YEAR
• Implemented SalesForce• Implemented Pardot• (RE)Implemented Analytics• Took on Sales Quota (SQLs)• Supported UK acquisition• Launched Paid Search• Built out Content Marketing
schedule• Renewed Website (content, SEO)
THE GLOBAL LEADER IN OH&S SOFTWARE
OUR LEAD QUALIFICATION PROCESS
3
InternetSearch
Trade shows
TradePubs
Website
THE GLOBAL LEADER IN OH&S SOFTWARE
HOW I LOOK AT THE WORLD
KEY METRICS: • Weighted Net New Sales Funnel / % from Marketing• Average cost per SQL • # of and quality of Qualified Leads in pipeline• Total # sales from Marketing Sources
THE GLOBAL LEADER IN OH&S SOFTWARE
QUESTIONS THAT I ASK MYSELF (DAILY)• “Tyranny of 1s and 0s”• Where do I find more leads?
Where are our prospects?What is an acceptable cost per lead?
• How do we engage the OH&S community?How to get our SMEs onto social?
• What is happening with search?How do I ensure we are on RFPs?
