Cracking the B2B Pipeline Algo in 2023 with HackerRank's Sr Dir of Marketing Aadil Bandukwala
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This document provides a 6-step framework for B2B marketing and sales teams to speed up their processes. The framework includes defining the customer's desire and problem, making promises to solve the problem, explaining how your product differs from competitors', demonstrating an understanding of customers' needs, positioning your solution, and highlighting the risks of not adopting your solution. The goal is to move prospects quickly through the sales pipeline from unaware to product-aware buyers.
Cracking the B2B Pipeline Algo in 2023 with HackerRank's Sr Dir of Marketing Aadil Bandukwala
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- 3. 1. The Macro View 🔍 2.The Goal for B2B SAAS GTM Teams Today 🫡 3. The difference between a marketing campaign and a sales pipeline ✅ 4. Enabling sign-up workflow to convert MQLs into SALs in seconds 🔥 5. 6 Step Framework for speedy marketing teams ⚡️
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- 14. ACV Buying Centres Typical executive involvement Buying Cycle Low 1-2 IC/Manager/Director 0-3 Months Medium 3-5 Director/VP 3-9 Months High 6+ C-Level and Board 12+ Months
- 16. Unaware Problem Aware Solution Aware Product Aware They don’t know they have a problem They know they have a problem but don’t know how to solve it They know they have a problem and know that solutions exist to solve their problem They know they have a problem and know that your product is an option to solve that problem
- 17. 01 Packaging the right messages into appropriate content formats 02 Creating systems that allow prospects to self-qualify into the next stage
- 18. 01 Books, quizzes, symptom - focused articles, press buzz, category consumption and awareness Unaware content 02 Checklists, webinars, guides, templates Problem aware content 03 Calculators, buying Guides, industry Reports, product choice quizzes, scorecards Solution aware content 04 Case studies, comparison pages, use case pages, ROI calculators Product aware content
- 19. No Forms. No Spam. No Cold Calls. is a book about ABM. Over 15,000 first edition sales prompted Latane, their CMO to write and publish a second edition!
- 20. Checklists, webinars, guides, templates Sprout Social is a social media marketing tool, so this list of tips for getting followers on Instagram fits in perfectly with their value proposition. In fact—it’s the second most popular page on Sprout Social’s entire website, conquered only by the homepage!
- 21. Checklists, webinars, guides, templates The template showed can be used on ClickUp (which is a cloud-based collaboration and project management tool) directly, by simply clicking on the CTA button placed front and center here! Over the past year alone, the phrase “Clickup template” has peaked in popularity on GSearch several times!
- 22. Checklists, webinars, guides, templates This is a native blog post going through and comparing each of June.so’s and Amplitude’s capabilities and features as product analytics tools, showing which use-cases each tool is suitable for, in a no-nonsense format. How has it impacted them? Organic search is June’s 2nd highest source of traffic!
- 27. When you think about gating your product, consider how you can funnel customers toward your magic moment and get them to experience that as quickly as possible.
- 28. Your Signup Workflow should enable SDR interactions in seconds Real-time Qualification & Prioritisation User fills up the Contact Form/Signs up for the demo Best mapped Sales Rep assigned instantly with meeting set up options Inbound Interest MQL to SQL Journey with FloStack Prospect engages with a curated & personalised microsite with real time access to Rep Website ‘Contact Form’ Integration Core Differentiator Speed-to-Lead → In Seconds Increased Form Sign-up to Opportunity conversion Book more (quality) meetings for your SDR team Impact Lead Enrichment Sales-ready prospects
- 31. #3 The Premise #1 The Desire #2 The Promise What’s missing in their current process or toolset? ● Inefficient ● Inelegant ● Ineffective How much is not fixing the problem costing them? Why can’t they fix it themselves? What is the most common promise your competitors make to prospects? (eg: easy, free, fast, cheap, reliable, etc) What is premise / context in which you’re offering your product to customers?
- 32. #6 The Positioning Statement #4 - Difference Chunking #5 Market Intimacy ● Strategy: In what way do you strategize differently than the competition? ● Structure: In what way does the way you are structured affect how effective your product is? ● Systems: How do your systems allow you to create a better product or service that delivers on the promise being mace to the customer? ● Shared Values: What values do you share with your customers and how do they affect how you deliver your product? ● Style: How does your unique style of delivering your products or solutions affect the customer experience in reaching their Aha! moment? What mistakes have you helped your customers mitigate OR what results have you helped them achieve that is different in speed, certainty, or insight they had before using your product? That's why we... #7 The Alternative What is the cost of doing nothing?
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