sales and marketing alignment, content reuse with wittyparrot webinar presentation 12.5
Post on 08-May-2015
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Welcome to Advanced Marke1ng Concepts Sales and Marke1ng Alignment Webinar, I’m Mark Gibson. In this 20 minute Webinar, we will explain our Messaging Alignment Methodology and demonstrate how we use WiEyParrot’s Intelligent Content Delivery plaHorm to create a messaging architecture to capture and maintain core value proposi1on components and to reuse them in a variety of informa1on products. Our goal in working with clients is messaging clarity -‐-‐ to help companies to speak with one voice-‐ enable sales, marke1ng and channels professionals to get more done and spend less 1me looking for and modifying documents
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Can you guess what these numbers relate to?
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A company with just 10 salespeople, will generate 32,000 brand messages per year, if each salesperson speaks to 4 buyers, sends 8 emails, make 1 presenta1on and speaks to 3 partners per day.
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We interviewed more than 50 sales and marketing professionals over the past 2 years and we asked the question “how clear is your message on a scale of 1-‐10” the average response was only 5/10 for clarity
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According to Forrester Research, 90% of meetings salespeople have with buyers contribute no value from the buyers perspective. That is, Salespeople cannot connect the buyer’s challenge with their solution CLEARLY -‐ Fixing your Messaging presents a huge opportunity to improve inbound lead flow, sales engagement and to qualify and close more business
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This Chart from analyst Mirm CSO Insights shows effectiveness vs. effort in implementing various sales productivity initiatives. Advanced Marketing Concepts sales and marketing alignment method and WittyParrot combine sales messaging, knowledge management and collaboration and they are all relatively easy to do, inexpensive and can move the needle.
1. Differentiation is a big deal today, when everyone looks and sounds the same.
According to Sirius decisions, the #1 inhibitor to sales success is the inability to communicate value in a way that sets you apart
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1. Here is an unbeatable formula for differentiation – Admarco can deliver all 3 in WittyParrot along with other enabling technology
• Capturing the value proposition and relevant proof points and delivering INSIGHT in a way that disrupts status-‐quo thinking is differentiating market-‐leading companies.
• RESPONSIVENESS is a huge differentiator. If you can respond to inbound leads inside 5 minutes, you will initiate 20 times more conversations than your competitors who wait an hour to respond. If you do nothing else, this will grow your business. Responsiveness also means getting your email in the buyer’s inbox inside 5 minutes of your call if you want to get it read and acted on.
• CONTEXT, is important. When you do speak to a buyer you need to know how engaged they are, if they are opening your email, what Web pages they visited on your Website and any prior history with your company.
Get all three right and you will be in a very select group of the World’s best companies.
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Advanced Marketing Concepts began as consultative sales training business 10 years ago. We recognized immediately that without a strong value proposition and effective messaging – sales, marketing and support groups would revert to “product speak”-‐ talking about product features instead of listening to and engaging buyers around business issues. We began using MESSAGING ARCHITECTURE in our Mirst engagement to capture and share the value proposition. It starts with a * Role-‐based persona * Win themes connect capabilities to buyer needs * We Abstract Positioning Pillars and Big Idea from the underlying win themes.
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We have used HubSpot’s Inbound Marketing Platform since 2008 and understand the challenge of creating thought leading content. Content Creation templates help writers to create great MARKETING MESSAGING copy for blogs, web pages and email that is relevant to buyers needs and on message.
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1. Here’s a Question-‐ How do you generate BRAND MESSAGING without a clear value proposition?
The answer is -‐ It’s very difMicult. We’ve all been in lengthy brainstorming sessions to develop messaging -‐ –that in the cold light of the next day doesn’t hang together.
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Messaging Matters and Bottom-‐up brand messaging works, but it requires process, leadership and concentrated effort and we can help.
Now lets revisit Forrester’s numbers 9/10 meetings with buyers are failures. Salespeople need a strong value proposition to connect capabilities with buyer’s needs. Advanced Marketing Concepts helps to create SALES READY MESSAGING that differentiates and ampliMies the brand message to help companies speak with one voice
HOW to begin?-‐ The Messaging process starts with a BRAINSTORM 4-‐7 people is an ideal group consisting of thought leaders, marketers, and 1 or 2 top salespeople
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First brainstorm the BUYER PERSONA of target buyers, their Role, Goal Barriers to success, Implications of failure, the status-‐quo constraints and Industry Issues
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Next we map product win themes CAPABILITIES to buyer GOALS. At the intersection of needs and capabilities we have solutions… and a story.
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Finally we put everything together in a MESSAGING ARCHITECTURE I’m going to show you a completed Messaging Architecture in WittyParrot.
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To View the Webinar and demonstra1on of WiEyParrot, visit
hEp://wiEyparrot.wis1a.com/medias/f9z75ra7jn
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