Presentation on theme: "B2B Go-To-Market Strategy"— Presentation transcript:
1B2B Go-To-Market Strategy By Ted MercerHelping B2B Technology Companies Grow their Revenues
2B2B Sales FrameworkEach box on the following slide can be expanded into a one page strategy which can be aggregated into a Go to Market Strategy for companies who sell their products and services to other companies.
4Refining the Value Proposition Articulate the Value Proposition in a way that reflects your understanding of the clients’ needsDevelop the Ideal Client by considering the size, maturity, industry, niche, etc.Develop the Prospect Target List, including the company name, decision maker’s name and contact detailsGoal should feed your Brand
5Sales CapabilitiesMany companies at the early stage have ad hoc sales processes that do not provide adequate reporting, efficient management of sales people, effective tracking of opportunities or appropriate marketing materialsPipeline management enhances the accuracy of opportunity forecasting to management and the boardA CRM tool helps organize and report on the opportunitiesTie all this work together with a set of metrics to measure and improve your performance over time and appropriately compensate sales people.
7Sales ResourcesCulture – Decide what kind of culture you want early and relentlessly pursue itRoles – What kind of sales roles do you need? Cold callers, Inside Sales, Outbound Sales ExecsSeniority - Make sure that your sales resources are the appropriate level of seniorityNumber - Determine the appropriate number of sales resources to grow your business
8Opportunity Management The goal of the sale is to gain the client’s trust and prove to them that you can deliver what is promised and will be around for long enough to support them during the contract periodProduct Demonstrations – Listen more than
9Product Demonstrations Use the product demonstration to prove to the client that your product/service can meet their needsAsk questions to understand what the client REALLY wants to see in your demoShow them what they asked to see and nothing moreAsk them whether they understand your offering often
10Lead Generation Strategy In the early stages of a company, leads are driven by networking though existing relationships and inbound marketing in the form of SEO and Content generationThen a company can leverage those relationships to get referrals to new clientsBuilding an outbound sales team to open doors of clients on your target client listDeveloping partnerships to scale up with other companies’ relationships
11NetworkingNetworking includes the events that you attend with the intention of meeting prospectsTargeted networking events will drive significant placement in clients’ mindsSpeaking at carefully selected conferences and events can help to define your company as a thought leaderPrepare an appropriate networking plan to increase the value of networking dramatically. The plan should include the list of potential events to attend.Obtain the list of attendees beforehandResearch the attendees on LinkedIn to see their picture so that you can identify them when you are at the event
12InboundInbound includes the efforts undertaken to encourage prospects to contact you about your solution offering and convert those prospects to leadsCreate a great website with exceptional SEOFeed high value content through your website to educate your market and warm up your leadsDistribute your content through relevant social mediaRemember the 70/20/10 content generation rule. 10% thought leadership; 20% valuable content that makes people think; and 70% of the content should contain your company name and brand and nothing moreThree components to the inbound strategy:Website SEOContent GenerationSocial MediaTraditional Marketing Activities
13ReferralsReferrals are the activities undertaken to encourage existing clients and other organizations to send leads to you.Take a strategic approach to getting your business to the top of your clients’ mindsCampaigns are an effective way to do thisRemember that the best way to get referrals is to provide fabulous service to your existing clients
14OutboundOutbound includes the efforts undertaken to solicit business from organizations on your Prospect Target List.Cold calls and cold s are less effective than they used to be because every company uses them; so warm up your target list with content generation and distribution and only call those prospects who have been warmed upOutbound is the most expensive lead gen strategy so think about how to improve your other strategies before ramping this area upTie your outbound efforts back into your Networking, Referral and Inbound strategies
15PartnershipsPartnerships are your relationships with other companies who can be motivated to sell your company’s solution on a regular and ongoing basis.Vet new partners to ensure your goals are alignedEnable partners properly with training and marketing materialsMotivate partners with appropriate compensation models and relationship building activitiesMonitor the performance of the partners with regular meetings and reporting of sales resultsDon’t waste your time on bad partners
16Overall Lead Generation Strategy Individually, the lead generation strategies will increase your sales. When integrated, they will maximize the leads from the money spent.When you have an effective inbound lead strategy via your website and social media work,Your networking efforts will be enhanced because potential prospects will Google your product, service or firm and find you more easilyWhen that prospect hits your site, their information will be automatically captured and the outbound sales process can cause a sales person to give that prospect a call
17Lead Generation Resource Allocation Allocate your resource spend across the areas appropriately to maximize the benefit of you spendThis table is an allocation that we might recommend for a company like FI. The specifics would be developed further after more work is performed.
18Stress Testing the Go-to-Market Strategy After creating the Go-to-Market strategy, there are a number of activities that can be done to stress test whether the strategy will be effective including:Contacting a selected number of prospects on the target listPerforming A/B testing on the various website versionsTracking the metrics from campaignsPresenting to peers and colleagues to gain their opinions and improve your pitch
19B2B Go-To-Market Strategy By Ted MercerHelping B2B Technology Companies Grow their Revenues