6 steps to accelerate smb growth
TRANSCRIPT
6 Steps to Accelerate Small Business Growth in 2013
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Webinar slides & video will be emailed to all
Interact with us on Twitter: #SMBgrowth
Housekeeping Notes
Brian HalliganBrian Halligan
CEO
@bhalligan
Alex BardAlex Bard
SVP
@alexbard
Brian MillhamBrian Millham
EVP
@bmillham
Our Speakers:Successful Leaders Growing Businesses
Introduction to the Problem
Today’s Agenda
A Unified Solution for Growth
See It in Action
Takeaways
Q&A
The Problem
There’s a Tectonic Shift in How Humans Work & Live
This Is Not Our Parents’ World Anymore
This is Impacting How Businesses Operate
Sales SupportMarketing
With Disconnected Teams Small Businesses Struggle to Connect With Customers
SalesSupport
Marketing
Consumers expect to be treated differently; businesses need to adapt.
But How?
Businesses Need to Join the Conversation:Across the Entire Customer Lifecycle
Unifying Teams Will Help You Grow
Marketing
Sales
Support
“In the middle of difficulty lies opportunity.”
– Albert Einstein
Solution Part 1Marketing
Co-founder and CEO,HubSpot
Brian Halligan
The marketing playbook is broken.The Marketing Playbook Is
..The Marketing Playbook is BROKEN.
content
LINKS ARE TO THE INTERNET AS DOLLARS ARE TO THE ECONOMY
LINKS ARE TO THE INTERNET AS DOLLARS ARE TO THE ECONOMY@BHalligan@BHalligan
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Pull in with content
Pull through with context
Marketing Takeaways
Solution Part 2Sales
EVP Commercial Salessalesforce.com
Brian Millham
May I suggest…
May I suggest…
I was hoping to find…
Reps Are Left Out of Today’s Buying Process
Sales Wastes Time Looking for Information
How does a small business improve effectiveness with all this noise?
Gain a Complete View:Sell More Effectively with Shared Customer Insight
Get Real-time customer updates in one place
Gain insights from every touch-point
Integrate social & traditional activity into one location
Collaborate: Improve Sales Productivity & Effectiveness
Expand knowledge with instant connection to experts
Streamline collaboration on proposals and dashboards
Share private information directly with partners & customers
Make smarter business decisions with analytics
Predict success with consistent forecasting
View any data from across your business on any device
Gain Insight:Increase Sales with Real-time Information
The World’s #1 Sales Application
Close more deals to grow your business
Trunk Club Makes Smarter Business Decisions
150 Employees, Helping Men Discover Awesome Clothing without Shopping
Grew from 1M to 15M in Revenue in the Past 2 Years
Improved visibility into sales trends to increase sales effectiveness
Delivered real-time product insight to reps with collaboration
150 Employees, Helping Men Discover Awesome Clothing without Shopping
Grew from 1M to 15M in Revenue in the Past 2 Years
Improved visibility into sales trends to increase sales effectiveness
Delivered real-time product insight to reps with collaboration
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Be relevant, with a complete view of the customer
Gain visibility to take action
Sales Takeaways
Solution Part 3Support
SVP of Service Cloudsalesforce.com
Alex Bard
If you make customers unhappy in the physical world, they might each tell 6 friends.
If you make customers unhappy on the Internet, they can each tell 6,000 friends.”
6 friends.
6000 friends.
- Jeff Bezos, Founder & CEO
Today, People Are Discussing Your Brand
340MTweets Per Day
2.7BFB Posts Per Day
BillionsBlog Posts Per Day
Sources: Penn State College IST Social Study, Twitter, Facebook, YouTube, Visible Technologies
150MConversations
Per Day
Most Businesses Are Not Listening #FAIL
95%Facebook Brand
Posts NOT Answered
Sources: SocialBakers “Companies Respond to Just 5% of Questions on Facebook”; Sysomos “Replies and Retweets on Twitter” l Study, Twitter, Facebook, YouTube, Visible Technologies
71%Twitter
Complaints
NOT Answered
= 88%People Unlikely to Buy
from Brands that Ignore Their
Complaints Online
How does a small business keep up with this exploding demand from customers?
Listen Everywhere!
Today’s customer is social and mobile
Social media is the new 800 number
Connect to all channels: traditional and social
“25% of our cases now come from from social media, that’s equivalent to cases coming over the phone. If the phone was ringing would you not pick up?”
- John Rote, Head of Support
Put a System In Place
Setup a professional support tool to create consistency
Give every customer inquiry a status and owner
Move cases from open to resolved so no customer falls through the cracks
Knowledge is Power
Build out a knowledge base so that every agent is as smart as your best agent
Publish your FAQs on your website so customers can help themselves
Continuous improvement vs. delayed perfection
Measure: What Gets Measured Gets Done
Number of new cases
Case categorization
Avg. Time to 1st Response
Avg. Interactions to Resolution
Customer Satisfaction!!!
All-in-one Application for Any Small Support Team
Support Your Customers Across Any Channel
Easy to Get Up and Running
Help Your Customers Help Themselves
Square Reinvents Commerce with Desk.comRevolutionizing transactions between buyers and sellers
Over 2M merchants using Square globally
$8B in payments processed annually by Square
Delivers and scales support over social channels and self-service
Revolutionizing transactions between buyers and sellers
Over 2M merchants using Square globally
$8B in payments processed annually by Square
Delivers and scales support over social channels and self-service
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Take charge of your customer support
Engage with your customers where they are
Support Takeaways
Solution in Action
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Takeaways
Unifying Teams Will Help You Grow
Marketing
Sales
Support
Grow Your Business Along Every Major Metric
Source: Salesforce.com Customer Relationship Survey conducted March, 2012, by an independent third-party, MarketTools Inc., on 5,500+ customers randomly selected. Response sizes per question vary.
Average Percentage Improvements Reported by Salesforce Customers
+27%Sales+27%Sales
Pull in with content
Overall Takeaways:6 Tips to Accelerate Small Business Growth
Push through with context
Be relevant, with a complete view of the customer
Gain visibility to take action
Take charge of your customer support
Engage with your customers where they are
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1 Bring context to your marketing
BONUS: Top 3 Action Items
3 Focus on customer retention
2 Look at the full customer lifecycle
Q&A
Thank You