Fix 5 Common Mobile Device Mistakes at Trade Shows and Boost Your ROI

By | B2B Sales, Mobile Productivity Tools, Sales Productivity
Mobile devices, included iPads, Android tablets, phones and iPhones are being used more and more at trade shows these days.

Whether it’s as a mobile sales tool in a sales reps hands, a tablet on a stand showing videos, or even just a mobile tool for scanning badges, Trade Show Managers need to prepare their sales teams appropriately. Read More

Who Is To Blame When Sales Effectiveness Struggles?

By | Mobile Productivity Tools, Sales Productivity

When sales effectiveness starts to shrivel up and the boss is looking for an explanation, who is at fault?

It’s marketing’s fault!

No it’s sales’ fault!

I’m sure at one time you’ve sat in one of these shouting match meetings and you were on one side of the table pointing the finger at the other.

And if you haven’t and don’t think they really blame each other for sales effectiveness issues, think again.

Here are results from a Demand Metric study when sales and marketing professionals are asked what are the leading reasons qualified leads don’t convert:

Sales puts the most blame on a lack of assets and support from marketing, while marketing says the sales group can’t negotiate to close the deal.

It’s a he said she said mentality in many organizations, and in some cases one side might have more of an argument than the other, but let’s talk about taking away the blame for good.

First, let’s unpack the modern sales process for a minute.

For starters, your prospects are not buying the ways they used to. And because of that, sales and marketing needs to change the way they go about getting them to buy.

Back before the Internet was in essentially every home, sales and marketing teams were the keepers of the product information. Prospects literally had to walk into the stores and talk with a rep or pick up a catalog which marketing put together to get the buying information they needed to make an informed decision.

Fast forward to today, and now the prospect is more times than not the most informed person in the sales meeting. With all of the digital avenues now to absorb as much product information as possible, a prospect can walk into a sales meeting and has all the information they need to make a buying decision.

…or thinks they need.

But from a sales effectiveness standpoint, reps are left to filter through a prospect’s misinformation during key magic moments within a meeting and refocus them into making a better buying decision. That’s decelerating the sales cycle before the meeting has even started.

So how can sales and marketing help one another to improve sales effectiveness?

Well, of course the two departments can arrange for MQL/SAL progress meetings to gather feedback on the lead transfer process. But what about in the trenches when closing an opportunity?

The solution is giving sales reps a tablet equipped with a sales acceleration app full of marketing created collateral that functions disconnected from the web.

The rep stops wasting valuable time in the sales meeting trying to find clarity for the misinformed prospect, and can focus on finding those magic moments naturally with the content and mobile app marketing has equipped them with.

Imagine some stereotypical sales guy sitting across the table from a strong prospect.

Jane Prospect – Joe, I have one question about your product… How does it specifically compare with what your competitor offers?

Joe Sales Guy – Well Jane, that’s a great question. Let me just get my comparison chart out of my briefcase.

(Joe shuffles through papers and folders in his briefcase for minutes trying to find that marketing piece, while Jane becomes annoyed since her question wasn’t answered timely and a magic moment in the meeting for Joe is lost.)

Now let’s play the tape back and give Joe an iPad with a sales enablement app full of product collateral and integrated with his company’s CRM system.

Jane Prospect – Joe, I have one question about your product… How does it specifically compare with what your competitor offers?

Joe Sales Guy – Well Jane, (searches in the app on the iPad product keywords), here’s a complete breakdown between the two and let me show you how we outperform…

(Joe seizes the magic moment presented to him using the proper tools provided by marketing, and Jane further validates her buying decision to go with Joe.)

When sales and marketing can capture those moments in the crucial prospect meeting, sales cycles accelerate and sales effectiveness struggles become a thing of the past.

Are your teams seizing the magic moments of the meeting presented to them?

Being a ‘Golden Age Marketer’ in a Mobile World Will Cost You

By | Mobile Productivity Tools

I recently read an article flying back from vacation published in American Way written by Adam Pitluk.

The article talks about this idea of being a ‘Golden Age thinker’ — essentially meaning you think a different time period is better than the one you’re living in.

Oddly enough as I’m leaving a week long relaxing beach trip and heading back to the daily grind, this idea of thinking back to simpler times is exactly the mindset many marketers struggle with today.

I’ve heard at trade shows from fellow marketers, “I wish we could go back to the days of printing a bunch of catalogs, passing them out, and saying we did our job.”

Okay, so how are you proving ROI?

Where’s the data to ensure your message is actually resonating with your target audience and leading to more sales?

This idea of sticking to or wishing to go back to simpler times as marketers is counter-effective.

Back in a previous article, we did the math on just how much a typical company is wasting on printed collateral. (Trust me, the numbers will make your knees buckle.)

If you think about it, the golden age of marketing is now.

Enterprise mobility and the marketing technology landscape has evolved so drastically in the past couple of years, that marketing software has thrusted itself into the leading way to communicate with customers.

So much so that organizations cannot simply rely on a simpler ‘Golden Age’ way of thinking that two or three pieces of marketing software will keep them competitive.

It’s mobile enterprise software that is changing the face of marketing today.

I want to dive into three specific reasons why a Golden Age marketer’s way of thinking will leave them and their company in ruins.

No control over the landscape

The number of variables are continuing to grow, and the speed at which we’re experiencing innovation makes it nearly impossible for marketers to keep up.

It’s hard not to laugh imaging a marketer can keep pace with their competitors without the help of mobile enterprise software.

No control over the customer

The Internet itself is such a vast medium for customers to absorb information, you can’t tell a customer how to interact with your organization.

Today, organizations need to adapt to interact with different customers using different means of mobile enterprise software.

No way to differentiate from competitors

Using the same standardized way of relaying your messaging is no way to stand out in the crowd.

Mobile enterprise software allows organizations to customize the way information is presented and shared with customers that previous marketing tactics can’t match.

Mobile enterprise software is golden

With today’s marketing technology, mobile enterprise software like B2B sales apps are what’s driving revenue, increasing sales rep productivity, and proving ROI.

Mobile enterprise software is truly making this an amazing time to be a marketer.

Take advantage of it!

sales enablement strategy guides and resources from fatstax

A Struggling Demand Generation Strategy Needs Field Team Sales Apps

By | Business Mobility

Stop me if you’ve heard this one before…

Marketers know it’s important to get ahead of the competition.

That’s part of what makes a business successful, right?

Demand generation strategy plays a vital role in just that.

See, it’s the relationship between successful sales and marketing teams that makes a demand generation strategy work.

And what helps keep a healthy relationship between field sales teams and marketing is enabling their field sales teams to feed the demand generation pipeline.

Well stop me if you’ve heard this then…

By giving your field sales reps an app tailored specifically to your sales process, you have also strengthened your demand generation strategy.

I’m not talking about an app anyone can install from the AppStore either.

An app with the sole purpose of empowering your field sales teams.

Demand generation isn’t the same as it was 10 years ago−Or a even a year ago.

In fact, research from Edynamic shows the mobile push is shifting how many companies shape their demand generation strategy.

There are so many more channels marketers have to choose from when implementing their demand generation strategy, and prospects have more power deciding which channel to pay attention to.

We can say without a doubt sales apps for field teams can only help strengthen a company’s demand generation strategy.

Here are three examples how these field team apps can benefit a company’s demand generation strategy:

Building Awareness

The first step to any demand generation strategy is building awareness around your company and your products.

Sales apps for field teams are a great way to complement any demand generation strategy by helping stand out amongst your competition.

Not only can you store all of your digital collateral in the app for instant access in the field, but many apps can become fully branded customized mobile apps.

With your own logos, corporate imagery, home screen brand icon, color scheme, and more, these customized mobile field team apps give sales teams a dynamic, fresh approach to building awareness.

Enabling Discovery

In demand generation strategy, you want your company and products to be highly visible.

The old days of collecting paper brochures and leaving CDs and DVDs for prospects to view at their leisure doesn’t drive visibility like before.

While other demand generation strategy efforts catch your prospect’s attention, the print collateral you hand out very rarely is noticed.

By sending digital collateral directly to your prospects, product and company information is readily available and easily searchable in their email.

And you have them interactive on a mobile device, where they are more likely to follow up or search additional information which they couldn’t from something printed out.

Shepherding Solution Validation

This would be considered the point in demand generation strategy where you make the prospect realize they need your company’s product without realizing it on their own.

Regular nurturing helps in the solution validation process with constant targeted communications through marketing automation.

Many sales apps for field teams are able to connect with existing marketing automation systems, like Marketo or HubSpot.

Once a sales rep sends digital collateral from the sales app to the prospect, the rep can add the prospect to a specific marketing automation nurture track with a single tap in the app.

Not only will the prospect receive regular communication and follow ups from the sales rep, but additional solution validation through nurturing emails made possible through the app.

Sales Apps Complement Any Demand Generation Strategy

Much of what determines a company’s demand generation strategy is ROI.

Built in sales app analytics give marketers the data they need to assess existing demand generation campaigns and receive the largest ROI possible.

Implementing sales apps for your field teams can be a game changer for you and your company’s demand generation strategy.

Adding the iPad to Your Sales Arsenal – Step 8: 3…2…1 Launch!

By | Mobile Productivity Tools

Can you believe it; we have made it to the final step in our series for Adding the iPad to Your Sales Arsenal, written for Marketing and Business Opps. If you missed a step along the way feel free to take moment and download the complete plan here.

Remember a success plan is followed step by step. Let’s go over what we have done so far.

Step 1: We defined what success meant to you and your company.

Step 2: Explained the importance of gaining C Level Support.

Step 3: We went over current systems and processes to determine where the iPad would fit in. We also talked about how important building a cross functional team is.

Step 4: The budget, one of the more important steps because you want to make sure include all costs associated with an iPad roll-out.

Step 5: The Apps – how can a company save money on branded apps. Why they are important… who can help.

Step 6: Testing Assumptions through a Pilot. A one or two phase pilot will help you determine what needs to be done before launch. Here we also talked about running a successful pilot.

Step 7: Widespread distribution. Validate… verify… get ready. This is where you will see all the hard work you and your team has done, pay off. Read More