Upload
darrell-amy
View
54
Download
1
Tags:
Embed Size (px)
Citation preview
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW TO CREATE LEADS AND CLOSE NET-NEW BUSINESS WITH BUYER 2.0Darrell Amy
Chief Innovation OfficerDealer Marketing
ORIGINALLY PRESENTED AT
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
• The modern consumer is digitally driven, socially connected and mobile empowered.
• They have unlimited access to real-time information about your company, products, competitors & customers
• It’s time to adapt.
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER 2.0
Researches Online
1. Empowered with information2. Afraid of making bad
decisions3. Pressed for time
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
Buyers are 57% of the way through the buying process before engaging with a vendor or sales rep.Consumer Economics BoardSurvey of 1,400 business decision makersHarvard Business Review, July 2012
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
57%Sales Rep Engaged
THE NEW BUYING PROCESS
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MEET THE NEWEST MEMBERS OF YOUR SALES TEAM
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
94% of buying decisions begin online
Digital content IS becoming a deal breaker for consumers (especially younger buyers) who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions.Acquity Group, 2014 B2B Procurement Study
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
84% of C-level/VP executives surveyed use social media to make purchasing decisions.IDCSocial Buying Meets Social SellingApril 2014
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW WILL YOU RESPOND?
Option 2Take Advantage of the Trend
Option 1Continue To Get Squeezed
Out
57%Sales Rep Engaged
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW WILL YOU ADAPT TO BUYER 2.0?
57%In Person
Sales
Marketing
Online
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
2015: ANALOGUE TO DIGITAL
Analogue Prospecting Digital Prospecting
Analogue Marketing Digital Marketing
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL PROSPECTING
Cold calling is not dead,
cold calling is different
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
1. 3.9 million users in Australia
2. 200 conversations per minute in LinkedIn groups
3. 10th most popular site in the United States
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
REPS USING SOCIAL SELLING REALIZE A 66% GREATER QUOTA ATTAINMENT THAN TRADITIONAL PROSPECTING MEANSSales Benchmark Index
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITALLY-ENHANCED PROSPECTING
Mine Connections Connect Build
CredibilityRequestMeeting
OnlineNew Sales Skills Needed
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MINE CONNECTIONS
Advanced Search
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MIN
E C
ON
NEC
TIO
NS
Second Level Connections &
Group Members
Title
Location
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
235 ResultsM
INE
CO
NN
ECTI
ON
S
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
LINKEDIN HELPS YOU
1. Enhance your personal brand
2. Build your relationship funnel
Build Trust
Create New Opportunities
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
SOCIAL SELLING SEES A 15% CONVERSION RATESales Benchmark Index
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
Sales Funnel
Relationship Funnel
DIG
ITA
L PR
OSP
ECTI
NG
M
ETR
ICS
1. # of C-Level Connections
2. Profile Quality3. References
1. Calls2. Appointments3. Proposals4. Sales
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUILD CREDIBILITY
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BusinessHead Shot
PersonalURL
Headline: What You Do(Not Your Title)
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
REGULAR STATUS UPDATES• Position as a Thought
Leader• Top of Mind Awareness
Helped a law firm re-plant 200 trees to offset the paper they used last year. #PrintReLeaf
Medical Clinics: Check out this helpful article…How To Get Your Office Ready for The Coming ICD-10 Conversion
Enjoyed seeing how the teachers at Middlebrook High School are preparing leaders of tomorrow with Chromebook Carts and Digital Whiteboards
I was surprised by the stats in this special report:Five Ways to Protect Your Critical Business Information from Cyber Attack
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
ANALOGUE TO DIGITAL MARKETING
Analogue
Marketing < Sales
Digital
Marketing is Sales
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
IMPLICATIONS• Knowledge is stored in the sales reps’ heads.• You need to make that knowledge available online
57%
Digital MarketingIn Person
Online
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW TO CREATE LEADSUnderstand Your Prospects’ Questions
Offer Information That’s Helpful To Them
Implement Automated Processes
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER’S JOURNEYWHAT TYPE OF QUESTIONS?
Awareness Consideration Decision
• I have a business problem
• What are the potential solutions?
• What have other people done?
• Who can help me?• Who is credible?
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
FROM ADVERTISING TO ANSWERS• Buyer 2.0 Wants Answers to their Questions• Problem: Different Buyers have Different Questions
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER PERSONAS
I.T. Director Managing Director
Finance Director
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER PERSONAS1. How would your persona describe themselves?
2. What is your persona’s job level or level of seniority?
3. What does your persona value most?
4. What are they trying to accomplish, achieve, or are working towards?
5. What problems are they struggling with that you can help solve?
6. What are their most common objections to your products or services?
7. What is their demographic information? (Age, Income Range, Education Level)
8. What experience are they looking for when seeking out products or services like yours?
9. What does a day in their life look like?
10.Where do they go for information?
I.T. Director Ivan
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
EXAMPLE: PRACTICE ADMINISTRATOR PAM
Practice Administrator Pam
Roles Pam is responsible for the overall profitability for the medical practice. She's a wife and mother who juggle in her career and personal life.
Goals Keep the physicians happy, patients happy, practice profitable and compliant
Challenges Healthcare is in a state of flux with compliance, Obamacare, IDC 10 approaching and things coming at her from all angles of the business.
Age 40-55
Education Ranges - younger PAM has a college degree - older PAM has learned by doing
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
LAN
DIN
G P
AG
E No Menu
Teaser
SOME Info
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
OFF
ER 2
: C
ON
SID
ERAT
ION
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HA
ND
OFF
TO
SA
LES• Marketing Qualified
Lead• Handoff to sales once
the prospect meets a minimum lead score
• Examples:– Moved through
Awareness, Consideration, and Decision Stages
– Read 5+ Blog Posts
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HA
ND
OFF
TO
SA
LES
• Passed as Lead to CRM
• Rep gets full visibility into the Buyer’s Journey– Web Pages Visited– Emails Opened– Offers Downloaded– Social Media Clicks
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
1. Helpful Web Presence
1. Website with a Blog2. Company Social Media3. Search Engine Optimized4. Mobile-Responsive
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
1. A Helpful Web Presence
2. Digital Prospecting
1. Completed LinkedIn Profiles2. Mining for Connections3. Regular Updates
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
3. Inbound Marketing
1. A Helpful Web Presence
2. Digital Prospecting
1. Buyer Personas2. Buyer’s Journey Offers for
Awareness, Consideration and Decision
3. Marketing Automation System Linked to CRM
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
NEXT STEPS
John Pulley
02 8310 4841 x.301