3.0 Strategies for Improving B2B Sales & Marketing Results

Bob Walmsley

Tailwind Strategies Overview

Agenda

B2B Buying Behavior has changed

Tailwind Strategies Solutions

Step 1 – Audit to Identify Bottlenecks

Step 2 – Modernize Processes

Step 3 – Best Practices Automation

Next Steps

Founder & CEO Background

Bob Walmsley

• 20 years of applying process and technology best practices to sales & marketing

• Grew IONA Americas revenue from $35 to $103M in 3 years

• B.S. Computer Science MIT

How B2B Buying Behavior has changed

1. Bottlenecks have often moved up the funnel

2. Leveraging Google is vital for success

3. Website is now the first sales call

4. Attention spans are shorter – response must be real-time

5. Buying and Selling cycles out of sync

6. Discovery process has been REVERSED

1.0 Sales & Marketing Best Practices

2.0 Sales & Marketing Best Practices

Tailwind Strategies 3.0 Solutions

Close

Forecast

Opportunities

Leads

Website

Suspects

Search Engine Marketing, Social MediaSearch Engine Marketing, Social Media

Lead Capture Analysis, Visitor IdentificationLead Capture Analysis, Visitor Identification

Lead Scoring, NurturingLead Scoring, Nurturing

Real-Time ProcessesReal-Time Processes

Closed Loop Analysis Closed Loop Analysis

Google AdWords

Google Analytics

Marketing Automation

Salesforce.com

Dashboards

Step 1a - Tailwind Performance Profile (TPP)

Audit of Sales & Marketing Processes & Tools

• Metrics and document gathering• Interviews• Data analysis, verification and benchmarking• Online Survey• Report preparation

“The Tailwind Performance Profile enabled us to quickly identify the bottlenecks in our marketing and sales processes” – Stan Jaworksi, VP Marketing VBrick

Step 1b – TPP Assessment Output

Presentation & Report

• Create Key Performance Indicators• Bottleneck identification and explanation• Tailwind Scorecard for 6 key areas• Recommendations for easiest ROI

“Tailwind showed us where we could obtain the best ROI for marketing and sales” – John Lunny, CEO Vestmark

Google - #1 Prospect Research Approach

Google Adwords Campaigns

B2B Best Practices

• Competitive Analysis

• Real-time Keyword Discovery

• Bid Management

• Ad Copy Recommendations

• Landing Page Design Recommendations

• B2B Conversion Tracking

• ROI Analysis based on closed opportunities

“Tailwind really helped us on the road to a successful exit” – Carlos Cashman, President, Course Advisor

Marketing Automation – Website Visitor Id

Digital Buying Behavior

• Anonymous Visitor Strategies• Sales Alerts• Reports & Dashboards• Sales Follow up Strategies

“Tailwind’s unique real-time processes enabled us to achieve call connect rates of greater than 40%” – Jim Chordas Insides Sales Director, VBrick

Marketing Automation – Lead Scoring

BARDS Lead Scoring System*

• BANT• Activity• Recency• Dynamic• Static

• *Requires Visitor Identification System

“Tailwind’s BARDS lead scoring system significantly reduced our lead cycle times” – John Shearman, Internet Marketing Director VBrick

Marketing

Tier 1 Telemarketing

Tier 2 Partner sales

Management Reports & Dashboards

Campaigns Leads

Qualified?

yes

Lead Management

Lead Capture Mechanisms• Online Registration Forms• Import Lists From Excel

no

Sample Routing Rules• Territory Based Routing• Product Based Routing• TBD

Win?

Opportunity ManagementLead Generation

Campaign Effectiveness

& ROI

Accounts

no

yes

Opportunities

Types of Campaigns• Email Campaigns• Pay Per Click Ads

Sample Qualification Questions• Current Situation• Pains• Opportunity Size• Timeframe• Budget• Decision Maker• Main Competitor

Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.

Common Reasons for Duplicate Leads• Bogus info• Duplicate lead• Current customer• New contact, current opportunity

Salesforce.com Tabs

Lead Source

Lead StatusClosed

Business

Qualify LeadLead

Assignment

Archived

Leads

Check for Duplicates

Sample Lead Status• Open: Followed up on within 48 hours• Working: Day 1 through day 30• Developing: Scheduled follow up beyond 30 days• Archive: Non-responsive or No Current Interest

Work Lead & Adjust Lead Status

Opportunity Pipeline

Competitive Win/ Lose

Sample Sales Stages• Lead• Needs Analysis• Confirmed• Objection Handling• Selected • Negotiating• Closed/Won• Closed/Lost

Sales Cycle

Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest.

Archived

Opportunities

The lead is converted into an opportunity with an associated contact and account. The lead will be handed off to partner sales person to work it through the sales cycle.

Lead Conversion

Lead QualityLead Type

Neglected Leads

Marketing Campaign

Lead Capture

Active Customer

Account becomes an active customer.

Lead Conversion

Contacts

Lead -Opportunity Management Process Design

# Leads by Source# Leads by Source

Lead Conversion Rates

Lead Conversion Rates

Best Performing Campaigns – Based on Closed Revenue

Best Performing Campaigns – Based on Closed Revenue

# New Leads, Cost Per Lead

# New Leads, Cost Per Lead

Leads Analysis

Campaign ROI

Lead Tracking

Campaign Analysis Campaign

RevenueLead Management

Closed Loop Analysis (Marketing Accountability)

Cost Per Opportunity

& Opportunity Close Rates

Campaign ROIOTHER KPI METRICS

OTHER KPI METRICS

Customer Success

Sample Customers

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