On Target 2014, Christopher Engman, Vendemore

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Pipeline Marke,ng™

Lack of access

The Pipeline Marketing Company

Cold calling and da,ng?



Typical customer profile… Named accounts (new and/or exis,ng) -‐ Not working with most organisa,ons

To get a first mee,ng is much simpler than to run the sales process -‐  Many stakeholders (formal and informal) -‐  Clear compe,tors -‐  Heavy compe,,on with status quo and

subs,tutes


450+ soMware, tech and service B2B companies, in 14 countries and 4 con,nents, growing 50%+ per year, delivering in 100+ countries



Pipeline Marke,ng

Large complex deals Cross selling Framework agreements



Turning unengaged to engaged (agenda)

What is Pipeline Marketing?


Adver,se… Only people working in the organisa,ons you choose.

Marke,ng towards the buying organisa,on during the sales cycle


Adver,sing, films, social media, ar,cles are targeted to the buying organisa,on



Media coverage ex from Sweden

30+ lokal)dningar

25 svenska bransch)dningar

Flera av de största

+1.000.000 sajter globalt

The Pipeline Marketing Company Marke,ng towards the buying organisa,on during the sales cycle

Content, ar,cles as ads are more interes,ng than normal ads

10x

Pipeline Marketing + Content Marketing


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Marketing Automation + Content Marketing


What happens usually?

29 days with no adver,sing followed by a period with adver,sing. In parallell with adver,sing the increased number of web site visitors from the targeted account is between 500-‐1.000%



Cross-‐selling (selling more to exis,ng clients)


Cross-‐selling


Vitec, a cross-‐selling case ERP-‐system supplier for the real estate industry Extra modules are focused on energy consump,on, service/maintenance, webbportal and apps for the tenants 25-‐30 of the 450 largest clients are using big parts of the product porcolio A part of the sales processes never go beyond the first mee,ng since the client can’t manage the internal selling to engage in a buying process. Hard to create urgency within the clients organisa,on




Vitec, a cros-‐ selling case




Vitec, a cross-‐selling case



Constr. comp.

Mun. Real est.

Private Real est. References

Energy Cons.

Customer service

Forecast Modules/ Pain areas

Service staff

Constr. comp.

Energy Cons.

Forecast

For a construc,on company lacking the energy solu,on and the forecas,ng module


Vitec, a cross-‐selling case



Management improved their result in 2013, in rela)on to 2012, by almost 80 %. An improved sales strategy, combined with the right targe,ng tools, helped Vitec to improve its sales during the period. “In 2013 Vitec increased their cross-‐selling by 20 % towards the companies targeted by Vendemore”, says Magnus Persson, Sales and Marke,ng Director at Vitec. To sell more products to exis,ng customers has always been Vitecs business strategy but with Vendemores solu,on we were able to increase sales and work with business opportuni,es in a much more efficient way.

Pipeline Marketing + Content Marketing


ENGAGED UNENGAGED

Marketing Automation + Content Marketing

[email protected] +46735101974 Read more:

“Behavioural economics” (Daniel Kahneman Nobel prize winner) “Tracing the drivers of B2B brand strength and value” (Niklas Bondesson, PhD Lund University) “The Challenger Sale” (The Corporate Execu,ve Board)

“Crossing the Chasm” (Geoffrey Moore, Michael Eckhardt et al)

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