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How to use digital marketing tools to generate sales for B2B technology products. Presentation to InvestNI clients.
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InvestNI Seminar
Michael White, 25 May 2011
Selling technology productsDriving sales with digital marketing
How to drive sales, generate leads and increase revenue using web marketing and social media
The internet redefines how companies buy goods and services Today when people want to buy something the first place they look is on the
web, whether they’re looking for shoes, a car or a 50k technology product Buyers are doing most of their initial research online before initiating
conversations with vendors and are better informed at an earlier stage Buyers are also more difficult to reach because of the increasing volume of
electronic communications they receive
During this presentation you will see how you can use internet marketing, social media marketing and “sales 2.0” techniques to promote your products and services more effectively
You should take these “demand generation” processes as seriously as you take product development, finance and quality
Agenda
Credentials
Michael White
• Co-founder of DohertyWhite Oct 2009• Enterprise Ireland Marketing Mentor• Ex Head of Marketing at Singularity• Senior Software Product Manager at Siemens• Also roles at Elavon, Deloitte & Touche, Misys Corporation and AIB Bank• Trinity College Dublin Computer Science graduate (1990), Post-Grad Dip.
Computing (2004)
4
Sales people find and persuade the buyers
Buyers start to search online, find product information from multiple vendors
Buyers confer with each other via online networks
Sales now use online tools to prospect, generate and qualify leads Marketing Automation
1997
2006
2009
1950s to
1990s
Why focus on Digital Marketing?
In a survey of 4000 technology buyers in the US, 80% of these
buyers said they found the vendor, not the other way round.
Source: B2B Technology Marketing Benchmark Survey 2008
Because this is the way businesses buy technology
Why focus on Digital Marketing?
B2B technology firms in the US spend an average of 7.9% of
revenue on marketing.
Source: B2B Technology Marketing Benchmark Survey
2008 (MarketingSherpa)
B2B technology firms spend about 33% of that marketing spend on online marketing, increasing by
about 3% per year.
Source: B2B Technology Marketing Benchmark Survey 2008
Because your competitors do
Why focus on Digital Marketing?
What is Digital Marketing?
Generate more leads at the top of the sales funnel using online marketing – email, Google pay-per-
click, social media and PR
Use simple techniques to filter and process these
leads .‘Hot’ leads go straight to
sales team or partners/distributors, ‘warm’
leads go to ‘nurturing’ program, ‘cold leads’ are
qualified out within 24 hours
How to generate leads and sales
Review what you’re selling – its benefits, pricing, why it is better than competitors – the value proposition
Understand your buyers – who they are, where they are, which organisations, what roles, what do they want
Create ‘content’ – online information that your buyers will want such as buyers’ guides, research papers, case studies, industry surveys, ROI calculators
Drive traffic to your company website using Google pay-per-click, SEO, email, social media, PR/online PR
Capture visitors contact details in exchange for high quality, relevant content
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Nurture ‘warm’ and ‘cool’ leads until they’re sales-ready7
Filter these contacts, sell to the ‘hottest’, generate revenue € $? “ ”
How to generate leads and sales
Revise website based on buyer
analysis, add landing pages
Generate content to attract visitor
registrations
Launch Google pay-per-click
ads
Launch Search Engine Optimization
activities
Generate PR and online PR
Start Email Marketing campaigns
Post to Corporate Blog and Social
Media
Hardcopy Mail to selected contacts
Telemarketing qualification of
warm leads
1 2 3 4 5
6 7 8 9
The tools you use
1. Your web-site The most important marketing tool you have Your best sales-person 24/7/365 A sales lead generation machine Drive visitors to your site Get them to take “Most wanted action”
Home page is the most important page
Structure, text Give visitors plenty of
things to click on Make downloads and
‘buy now’ offers prominent
Look at competitor sites for comparison
Your website
Quick way to get traffic to your site
Tell Google which search terms you want to be found for
E.g. show my ad when someone searches for ‘industrial fuel pumps’
Only pay if someone clicks on my ad
Create specific ‘landing’ page for the ad
Avg. 50c per click, can set maximum daily/weekly budget
Can lock down by geography, time, day
Drive traffic to the website
Do not spam But do regularly email contacts
who have ‘opted in’ to communications
91% of internet users use email Cost effective, broad reach First, build your list Next, draft your email Keep it short “Call to action” Test every element From & Subject – determine
whether email is deleted or opened
Certain words will attract spam filters e.g. ‘Free’
SPAM
Reply
Visit
Drive traffic to the website
First step – keyword analysis Choose words you think people will look for when searching for your
kind of product or service Configure your site Seek links to your site
Drive traffic to the website
• What? Basically like a website that you can easily edit and update• Why? Draws more traffic to your web-site, leads, sales• Can paste in YouTube videos, SlideShare slides• Can form the basis for your LinkedIn, Facebook and Twitter marketing• Allows readers to provide feedback Tips
• Decide who you’re targeting• Mix of entries – news,
opinion, video, photos, informative
• Set a schedule e.g. once a week
• Use images and video• Basic, medium and rich
posts, light & heavy• Strong headlines
Drive traffic to the website
Drive traffic to the website
Why? To draw online traffic, and to sell to people 24 hours a day Video yourself talking about your product or service Relate to your business – e.g. “how we used the product” Video a customer talking about themselves and working with you Home-made is good Sign-up on YouTube (2 minutes and its free) Post it on YouTube, and customize your YouTube page Link to YouTube from your website, blog, Twitter ….
Drive traffic to the website
What?• Professional network• 250,000 users in Ireland• 75 million worldwide
Why? • So people can find you• So you can find prospective customers – ‘
prospecting’• So you can promote events
How• Create your personal profile• Connect to people you know • Join Groups• Get staff to create their profiles and connect• Create company profile• Fill out company product and services
Drive traffic to the website
Facebook users by age
Drive traffic to the website
1. Set up and fill-in your Personal Profile
2. Set up Facebook Business Page (not Group and not Personal page)
3. Put links on your website, email signature, press ads
4. Encourage people to ‘Like’ you
5. Find other pages that have high numbers of your target customers, “Like” them and post to their wall
6. Post videos, make offers, upload photos – keep up a steady stream of content on a frequent schedule
Drive traffic to the website
What• Free storage area to put up slide presentations, word documents, PDF
documents• Really useful for anyone involved in professional services• (Will post our slides here after the seminar)• Can collect leads from people who download your content• Can place stuff here and link to it from your blog• Can also record voice over on your slides then post it here, then link to
your blog or website – good for recording a sales pitch or product demo
Drive traffic to the website
Email [email protected] +353 86 383 8981Phone +353 7491 16689Twitter @michaelgwhite
www.dohertywhite.com
Thank You
