Marketing Accelerator Training

Editor's Notes

• #3: Meet Tanya Everyone loves Tanya; Super nice. Been w/ Co for 10 years Started in customer service, moved to sales Couldn’t close Need someone to… Manage events, Execute on email marketing Create brochures/PPT Tanya answers to Chris, the Sales Mgr She would like to do more but doesn’t feel that she has the authority or time to do anything different
• #4: Meet Chris Chris is the sales manager He’s doesn’t really manager per se, he sells. Super Sales person; “whale hunter” He sets no… Projections, Quotas And follows no consistent compensation model   “Shiny Ball Syndrome” Chris’ needs are based on his last big sales loss Last month: loss to Cisco on an Education deal; Now- Redirected marketing to focus on L&L to beat Cisco. Attendance at events is dismal Sales team complained about the lack of “qualified” leads in attendance.   Co XYZ can’t get rid of Chris. He drives sales and produces results. Boss would love to revamp sales compensation Recurring revenue models like Sky and managed services are difficult to sell and sales does not get paid immediately.
• #9: Remember the good old days…Push marketing ruled! Marketing would buy a list Load the CRM with 5,000 names- none of which you knew Spray-Pray: Hope that 10% respond (500) Sales team would talk to a quarter of those Close between 10-20% (15-20 Co.) Marketing would then arm sales with a brochure, PPT and handful of references. And if we threw a party at an event….Well, those were the days.
• #13: The days of relying solely on… Trade shows, Cold calls and direct mail are over. Today's buyer will have... Shopped the Internet for competitive pricing Has been on 3-5 sites ; They've read 2-3 peer evaluations of you;  Read your LinkedIn and looked at a picture of you Idea of what they believe pricing should be They know more about you; What your competitors offer than you know about them…when they make contact for the 1st time. The Customer has Qualified YOU
• #14: Before there was ShoreTel, there was Nortel. How many of us started off selling NorTel? Many of you grew your business to peak numbers between 2000-2008. You experienced Success. The Marketing of 2000-2008 involved a lot of push/email marketing with “pray and spray” techniques that actually worked.
• #16: Ginger
• #17: Ginger
• #18: How many times have you made a purchase when you did not set out to buy?   It happens all the time. We are buyers. We are looking for the next/best solution to fix a problem or make our jobs more efficient. Your customers are the same. What you do looks like “marketing”—Google What do you do when your thinking about buying a car? Buying a new piece of technology? Making an updagrade?
• #20: There a power shift away from NEEDING the sales person to being able to educate
• #25: Ginger: Top of Funnel - Awareness Field Intel for Marketing Create Individual Awareness in Market Middle of Funnel – Consideration Positive Company and Individual Reputation Viewed as Customer Focused in Market Active in Helping Marketing Tell Story Bottom of Funnel – Decision Customer Need Focused Articulate Value Proposition Patience to Close
• #27: The way you find premise deals is very different than how you manage/find cloud deals.- expand on this. (targeting LOB)
• #28: No follow-through No ability to measure and repeat Marketing programs that focus on a specific area of marketing Market is filled with empty promises from one-off or specialized marketers Death to all future marketing behavior
• #45: Ginger: Top of Funnel - Awareness Field Intel for Marketing Create Individual Awareness in Market Middle of Funnel – Consideration Positive Company and Individual Reputation Viewed as Customer Focused in Market Active in Helping Marketing Tell Story Bottom of Funnel – Decision Customer Need Focused Articulate Value Proposition Patience to Close
• #47: 5 Steps for Attracting “Shoppers” to You Be Attractive: Implement marketing tactics to “pull” shoppers/strangers to your brand. Define Customer Persona (360° view of your client) List Customer Pain Points—“Be like or relate to them” Establish Key Differentiators Define Ideal Client Target(s) Be Found: Determine which keywords your customers use to find you. What triggers are going to convert a “visitor” to a lead? When they find you, what do you have to offer? (CTA) How do you capture their credentials? Be Generous: Share your knowledge to help shoppers make good buying decisions. Provide loads of thought leadership to help buyers make “good-fit” decisions: Buyer’s Guides Analyst Reports, eBook, Reports or White Paper Downloads Checklists Blogs on topics that address “customer pain” Be Social: Talk to others. Talk to the “Customer Persona” you create Plan ahead with a weekly “Social Engagement Calendar” Choose at least 2 Social Media Sites and own them Deliver (pop-corn sized) conversations around best practices Be Visible: Be seen and known. Visibility Audit: Conduct an audit to determine where your top 2-vertical clients attend shows, read information and look for answers Build an Event Calendar. If you don’t plan it, it won’t happen.
• #51: the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag. Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted). In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights. Be attractive Be generous Be available/ Be found Align Internally (sales and marketing) Be top of mind Measure, Test, Repeat
• #52: BE attractive to who??
• #57: the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag. Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted). In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights. Be attractive Be generous Be available/ Be found Align Internally (sales and marketing) Be top of mind Measure, Test, Repeat
• #67: All that means is “get ranked on Google”
• #71: Plan it (Demo the 8-week event planner + content calendar) Do it right- What do you want to get out of it? why are you doing it? What results are you targeting? Measure- Online web hits, social visibility, lead tracking How do I measure it.—MQL….USE Big Sky No Limits Metrics. It’s huge it vast its big… and here are the two places you can go. The question is how– don’t worry about that… we have taken care of that with BSNL. Repetition– must get in the habit. Share it (use social tools to push out good news, events, keep the top 25 in the know)
• #76: the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag. Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted). In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights. Be attractive Be generous Be available/ Be found Align Internally (sales and marketing) Be top of mind Measure, Test, Repeat
• #77: Use the 3E filter
• #78: \
• #82: Facebook may not be good for your business Leads do not result because you have a collection of social media sites. A social media strategy is not important. How use social media to push out great content/connect with your community/and educate is what matters most. Take a deep breath and suspend those social media sites you do not use.
• #85: CEO sociability increased from 36% to 66% in a two-year time frame.
• #86: \
• #92: What’s makes Sky so challenging to position and sell? Let’s get it out on the table. [Group Discussion]
• #93: Answer: You don’t. You lead with a cloud solution.
• #98: Walk through NCA and grade. Ginger: Clearly define each item.