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dealer-marketing-systems
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HOW TO CREATE LEADS AND CLOSE
NET-NEW BUSINESS WITH BUYER 2.0
Darrell Amy
Chief Innovation Officer
Dealer Marketing
ORIGINALLY
PRESENTED AT
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
1995: ANALOGUE TO DIGITAL
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
• The modern consumer is digitally
driven, socially connected and
mobile empowered.
• They have unlimited access to
real-time information about your
company, products, competitors
& customers
• It’s time to adapt.
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER 2.0
Researches Online
1. Empowered with information
2. Afraid of making bad
decisions
3. Pressed for time
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
Buyers are 57% of the way
through the buying process
before engaging with a vendor
or sales rep.
Consumer Economics Board
Survey of 1,400 business decision makers
Harvard Business Review, July 2012
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dealer-marketing-systems
@DlrMktgSys
57%
Sales Rep Engaged
THE NEW BUYING PROCESS
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dealer-marketing-systems
@DlrMktgSys
MEET THE NEWEST MEMBERS OF
YOUR SALES TEAM
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dealer-marketing-systems
@DlrMktgSys
94% of buying decisions
begin online
Digital content IS becoming a deal breaker for consumers (especially younger buyers) who are looking
for information online. Companies that aren’t there with answers to prospects’ questions will fall off the
radar, while brands that anticipate questions and provide useful resources will win brand awareness
and, eventually, conversions.
Acquity Group, 2014 B2B Procurement Study
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dealer-marketing-systems
@DlrMktgSys
84% of C-level/VP
executives surveyed
use social media to
make purchasing
decisions.
IDC
Social Buying Meets Social Selling
April 2014
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dealer-marketing-systems
@DlrMktgSys
HOW WILL YOU RESPOND?
Option 2
Take Advantage of the Trend
Option 1
Continue To Get Squeezed
Out
57%
Sales Rep Engaged
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW WILL YOU ADAPT TO BUYER 2.0?
57%
In Person
Sales
Marketing
Online
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
2015: ANALOGUE TO DIGITAL
Analogue Prospecting Digital Prospecting
Analogue Marketing Digital Marketing
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dealer-marketing-systems
@DlrMktgSys
DIGITAL PROSPECTING
Cold calling is not dead,
cold calling is different
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
1. 3.9 million users in
Australia
2. 200 conversations per
minute in LinkedIn groups
3. 10th most popular site in
the United States
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
REPS USING SOCIAL SELLING REALIZE A 66%
GREATER QUOTA ATTAINMENT THAN TRADITIONAL
PROSPECTING MEANS
Sales Benchmark Index
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITALLY-ENHANCED PROSPECTING
Mine
Connections
Connect
Build
Credibility
Request
Meeting
Online
New Sales Skills Needed
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MINE CONNECTIONS
Advanced Search
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dealer-marketing-systems
@DlrMktgSys
MINECONNECTIONS
Second Level
Connections &
Group Members
Title
Location
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dealer-marketing-systems
@DlrMktgSys
235 Results
MINECONNECTIONS
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
LINKEDIN HELPS YOU
1. Enhance your
personal brand
2. Build your
relationship funnel
Build Trust
Create New
Opportunities
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
SOCIAL SELLING SEES A 15%
CONVERSION RATE
Sales Benchmark Index
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
Sales
Funnel
Relationship
Funnel
DIGITALPROSPECTING
METRICS
1. # of C-Level
Connections
2. Profile Quality
3. References
1. Calls
2. Appointments
3. Proposals
4. Sales
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUILD CREDIBILITY
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
Business
Head Shot
Personal
URL
Headline: What You Do
(Not Your Title)
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
REGULAR STATUS UPDATES
• Position as a Thought
Leader
• Top of Mind Awareness
Helped a law firm re-plant 200 trees to offset the paper
they used last year. #PrintReLeaf
Medical Clinics: Check out this helpful article…
How To Get Your Office Ready for The Coming
ICD-10 Conversion
Enjoyed seeing how the teachers at Middlebrook High
School are preparing leaders of tomorrow with
Chromebook Carts and Digital Whiteboards
I was surprised by the stats in this special report:
Five Ways to Protect Your Critical Business
Information from Cyber Attack
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
ANALOGUE TO DIGITAL MARKETING
Analogue
Marketing < Sales
Digital
Marketing is Sales
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
IMPLICATIONS
• Knowledge is stored in the sales reps’ heads.
• You need to make that knowledge available online
57%
Digital Marketing
In Person
Online
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW TO CREATE LEADS
Understand Your Prospects’ Questions
Offer Information That’s Helpful To Them
Implement Automated Processes
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER’S JOURNEY
WHAT TYPE OF QUESTIONS?
Awareness Consideration Decision
• I have a business
problem
• What are the
potential solutions?
• What have other
people done?
• Who can help me?
• Who is credible?
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
FROM ADVERTISING TO ANSWERS
• Buyer 2.0 Wants Answers to their Questions
• Problem: Different Buyers have Different Questions
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER PERSONAS
I.T. Director Managing
Director
Finance Director
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dealer-marketing-systems
@DlrMktgSys
BUYER PERSONAS
1. How would your persona describe themselves?
2. What is your persona’s job level or level of seniority?
3. What does your persona value most?
4. What are they trying to accomplish, achieve, or are working
towards?
5. What problems are they struggling with that you can help solve?
6. What are their most common objections to your products or
services?
7. What is their demographic information?
(Age, Income Range, Education Level)
8. What experience are they looking for when seeking out products
or services like yours?
9. What does a day in their life look like?
10.Where do they go for information?
I.T. Director Ivan
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
EXAMPLE:
PRACTICE ADMINISTRATOR PAM
Practice
Administrator Pam
Roles Pam is responsible for the overall profitability for the medical
practice. She's a wife and mother who juggle in her career and
personal life.
Goals Keep the physicians happy, patients happy, practice profitable and
compliant
Challenges Healthcare is in a state of flux with compliance, Obamacare, IDC
10 approaching and things coming at her from all angles of the
business.
Age 40-55
Education Ranges - younger PAM has a college degree - older PAM has
learned by doing
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dealer-marketing-systems
@DlrMktgSys
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
CALL-TO-ACTION
www.dealermarketing.net
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dealer-marketing-systems
@DlrMktgSys
LANDINGPAGE
No Menu
Teaser
SOME Info
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
LANDINGPAGE
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
THANKYOUPAGE
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
OFFER2:
CONSIDERATION
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
OFFER3:
DECISION
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HANDOFFTOSAL
• Marketing Qualified
Lead
• Handoff to sales once
the prospect meets a
minimum lead score
• Examples:
– Moved through
Awareness,
Consideration, and
Decision Stages
– Read 5+ Blog Posts
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HANDOFFTOSALES
• Passed as Lead to
CRM
• Rep gets full visibility
into the Buyer’s
Journey
– Web Pages Visited
– Emails Opened
– Offers Downloaded
– Social Media Clicks
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
WHAT DO WE DO?
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
1. Helpful Web Presence
1. Website with a Blog
2. Company Social Media
3. Search Engine Optimized
4. Mobile-Responsive
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
1. A Helpful Web Presence
2. Digital Prospecting
1. Completed LinkedIn Profiles
2. Mining for Connections
3. Regular Updates
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
3. Inbound Marketing
1. A Helpful Web Presence
2. Digital Prospecting
1. Buyer Personas
2. Buyer’s Journey Offers for
Awareness, Consideration and
Decision
3. Marketing Automation System
Linked to CRM
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
NEXT STEPS
John Pulley
jpulley@dealermarketing.net
02 8310 4841 x.301

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How To Create Leads and Close Net-New Business with Buyer 2.0-Australia

Editor's Notes

  1. More from the IDC Study: Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers. Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.
  2. Dig in – who are your second degree connections – who can you connect with – like minded folks who are valuable.
  3. After the break, I’ll show you some strategies to get you connected with every decision maker and influencer in your territory.
  4. Engage with prospects Reply to questions posed DO NOT SELL – be useful to them
  5. At the end of a blog post or on the sidebar of your webpage, give them an action. You have to create the path for them to follow.
  6. Once they hit that submit button, they should be redirected here. You have to thank them and give them a place to download that offer.