dethemedetheme

Tag : B2B Marketing

By Corey Trojanowski

Who Is To Blame When Sales Effectiveness Struggles?

Who Is To Blame When Sales Effectiveness Struggles?

By Corey Trojanowski

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?

[divider]

Learn which app will increase sales effectiveness for you!

[two_third]

How to Choose the Best Mobile Sales App for Your Team

This new guide will teach you how to:

  • Distinguish between the types of sales app available
  • Know what building an app really means
  • Understand all the costs associated with apps
  • Get a huge head-start with a proper piloting program
  • And much more!

You can get your free copy of How to Choose the Best Mobile Sales App for Your Team by following this link here. We have other guides, videos and tools you can check out here.

Feel free to share what we have to share too!

FatStax, from Red Funnel Consulting, is a mobile content delivery platform that enables companies to manage, deploy and track digital collateral for field sales and service teams. You can learn more about FatStax here or sign up for a free demo.

By Corey Trojanowski

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

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

By Corey Trojanowski

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!
[divider]

Get enterprise mobility up and running with the right mobile software!

[two_third]

How to Choose the Best Mobile Sales App for Your Team

This new guide will teach you how to:

  • Distinguish between the types of sales app available
  • Know what building an app really means
  • Understand all the costs associated with apps
  • Get a huge head-start with a proper piloting program
  • And much more!

You can get your free copy of How to Choose the Best Mobile Sales App for Your Team by following this link here. We have other guides, videos and tools you can check out here.

Feel free to share what we have to share too!

[/two_third]

[one_third_last] [button size=”medium” link=”http://pages.fatstax.com/download-how-to-choose-the-best-ipad-sales-app.html” bgcolor=”#005b77″ ]Download now[/button]

[/one_third_last]
FatStax, from Red Funnel Consulting, is a mobile content delivery platform that enables companies to manage, deploy and track digital collateral for field sales and service teams. You can learn more about FatStax here or sign up for a free demo.

By Corey Trojanowski

A Struggling Demand Generation Strategy Needs Field Team Sales Apps

A Struggling Demand Generation Strategy Needs Field Team Sales Apps

By Corey Trojanowski

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.

[space20]

[divider]

Click on a book below to download one of our mobile sales enablement help guides

How to choose the best mobile app for your team. 7 questions you need to ask before buying.

Survival guide to adding the iPad to your sales arsenal with an 8-step plan inside.

This is the ultimate mobility guide any distribution channel manager needs to read.

FatStax, from Red Funnel Consulting, is a mobile content delivery platform that enables companies to manage, deploy and track digital collateral for field sales and service teams. You can learn more about FatStax here or sign up for a free demo.

By J. Rusty Bishop, PhD

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

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

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

By J. Rusty Bishop, PhD

Impacting the Zero Moment of Truth

Impacting the Zero Moment of Truth

In your sales process, do you find it to be more effective to be a part of your customer buying process earlier or later? There is a significant competitive advantage to helping to shape the process of making a decision and that’s an important reason why earlier is usually better.

Marketers are familiar with the 4 P’s (product, price, placement, promotion). Google thinks about the 5 P’s that impact the Zero Moment of Truth. Check out the last post where I walked through the concept of ZMOT as presented by Barb Gilles from Google. It’s essentially the period of time spent researching a product or service prior to the actual purchase.

Why is it so important to Google? Google sells information. The better the information served up by organic search results or ads, the more likely people are to continue to search. The more people search, the easier it is to sell search-related ad space and encourage companies to spend more of their marketing budget online.

Why is it so important to you? You are in the business of selling products and services and that job is more difficult if the people that could use your products don’t know about them.

The Five P’s
  • Pulse – Understanding what is happening in the marketplace, with your target market, your products, your competitors. Mining the mountain of information to find the gems that will impact your business and decisions. Whether Google, Twitter, Facebook, LinkedIn, know where your customers are and listen in.
  • Pace – The key question here is, “Are you moving fast enough?” to keep up with your customers? The term “accelerated decision-making” resonated with me. We see many customers not understanding how taking a “few days” to follow up on a lead rather than immediately impacts sales. They have few tracking mechanisms in place and, even if they did, I don’t know if they really believe that speed and responsiveness makes a difference.Customers have high expectations these days from their service providers or those wanting to earn their business. They also are pressured in their jobs to get things done quicker and increase their productivity. Make their lives easier by giving them the information they need immediately means a better chance at winning their business.The other factor is that this mountain of information gives you the opportunity to align your product offering with what the market wants. Listening, iterating, testing help to satsify the needs of the marketplace and help to increase your sales productivity.
  • Precision – Your information needs to be relevant and useful. This is the contextual relevance that you hear about. It’s one reason why the growth of mobile devices is so important. When you are on the move, search is different (1-3 searches vs. 5-7 word desktop searches). Information needs are likely different also.Location-based marketing campaigns and ensuring your information is consumable on mobile devices is critical. 49% of C Level Execs are conducting searches on mobile devices. If you are selling to business customers, you need to be where your buyers are.
  • Participation-Social Media. Treat consumers like friends. There are excellent examples of B2B companies not only participating but creating social networks. SalesForce.com was cited as a great example of a B2B business working social media.Smaller to medium-sized businesses have a lot on their plates and it’s certainly harder to justify the time and effort it takes to create an active content stream. Especially when even the basic tasks of running the business are a struggle to get done.One of the benefits that we see from just a minimum stream of good content is the placement on Google Search. Google includes the content from many of these sites in their search results. If you are spending a lot of money on SEO and Adwords in your marketing campaigns, try generating natural content from your team and let it ride on the Google search engine.
  • Performance-Measure the real value. There are a ton of free and inexpensive tools that track campaigns and activity. Google analytics is one of those tools and there are tools you can pay for. How can you measure business productivity without tracking key trends?Flurry is a service like Google Analytics that tracks usage of your mobile apps, if that is one of your marketing vehicles. Also, tracking your competitors and trends in the marketplace. Who has responsibility in your organization for this activity. If it everyone, then it’s no one.

[space20]

[divider]

High-Impact eBooks & Help Guides

[one_third]How to choose the best mobile app for your team. 7 questions you need to ask before buying.
[/one_third]

[one_third]Survival guide to adding the iPad to your sales arsenal with an 8-step plan inside.
[/one_third]

[one_third_last]
Learn the big reasons companies are buying iPads for their sales team.
[/one_third_last]
[space10]

FatStax, from Red Funnel Consulting, is a mobile content delivery platform that enables companies to manage, deploy and track digital collateral for field sales and service teams. You can learn more about FatStax here or sign up for a free demo.

By J. Rusty Bishop, PhD

Google’s Zero Moment of Truth for B2B Sales

Google’s Zero Moment of Truth for B2B Sales

I sat in on a great presentation by a Google exec last week. Barb Gilles, Team Lead for B2B Markets, was in town for the local Business Marketing Association. It was eye-opening to hear a little bit about how Google thinks about the B2B marketplace and how they approach it. Regardless of whether you think Google is a positive or less than positive force, they are one of the key trend setters in the marketplace. So I pay attention.

Several stats and trends she mentioned were interesting:

  • 65% of C-level Execs conduct 6+ work-related searches per day.
  • 99% of Small business owners are searching prior to buying.
  • 25% of B2B say they are more likely to change vendors than before the recession. (This is a real opportunity to convert business.)
  • Online research has changed the game and moved the power to the buyers due to more information and more preparation.
  • People hop around and across all platforms in their search from YouTube to Google to Twitter to Facebook to….
  • The “Zero Moment of Truth” is a key Google concept. The First Moment of Truth is based on the Proctor & Gamble-originated marketing concept referring to the instance when your brand interacts with the shopper in a store. It’s that critical moment of contemplation when the consumer is looking at all the product choices and then chooses the product to put into their basket. This point of sale battle is the setting where product choices are still made.The example provided brought it home. Think of yourself standing in front of a wall of toothpaste choices at the supermarket. How, why and what do you choose?Google (and generally, B2B) doesn’t have any store shelves (at least not yet). Their business is information. As such, their emphasis is a step prior to the First Moment of Truth, the ZMOT. For B2B marketing and sales, making sure you are there where your potential buyers are is critical.

    Key Trends Fueling the ZMOT

  • Social Media – There are conflicting views on the importance of social media as a marketing channel for B2B right now. In some ways, how much time and energy to devote to this right now depends on the specific business, marketplace, and where your customers are. However, social media is not going away.
    People trust what their friends say about your product or service more than what your company says. That’s pretty logical and it has been that way for a long time. The ease of adding your two cents to the online discussion and finding someone else’s two cents has supercharged the influence of word-of-mouth. More and more B2B purchasing decisions will be influenced by what potential buyers find when searching online for your company or product. It’s your choice when to jump in, but it will eventually be as important as trade shows and other face-to-face opportunities.
  • Recession – Researching products and services, pre-purchase, is a necessity when there is less money to spend. You can’t afford to make a mistake because there isn’t much room for error. It’s a smart use of limited resources to do your research before you buy. Owners of the business are likely to be more involved as purchasing departments find it hard to keep up with the business requirements.
    So this will go away when the recession does, right? I don’t think so. Habits die hard after years of making this pre-purchase research a practice. Also, people tend to keep doing things that are working for them. Clearly, researching products and services is helping them be better and more effective consumers, at home and at work.
  • Mobile – Simply having easy access to these online repositories of information anywhere you are and anywhere you go encourages more use. Why do you think Google is in the mobile phone business? It’s a perfect fit.
    In 5 years, the current iPhone and iPad technology will be viewed as very elementary. There will be more power, more connectivity, and better tools to increase business productivity and sales force productivity. More effective mobile tools will provide more momentum for this trend.
  • Are these trends are impacting your business or your customer’s business? Look at your own habits when you are making a purchase decision. Has your buying decision process changed over the last couple of years? Probably. There is a good chance that your customer’s process has changed. Have you re-aligned your sales and marketing resources and objectives to match them?Next Post: How do you impact the Zero Moment of Truth? Marketers are familiar with the 4 P’s. Google thinks about the 5 P’s.

    FatStax, from Red Funnel Consulting, is a mobile content delivery platform that enables companies to manage, deploy and track digital collateral for field sales and service teams. You can learn more about FatStax here or sign up for a free demo.

Who Is To Blame When Sales Effectiveness Struggles?
Being a ‘Golden Age Marketer’ in a Mobile World Will Cost You
A Struggling Demand Generation Strategy Needs Field Team Sales Apps