Education and timing are key to closing deals – especially when your product or service doesn't have a line in your prospect's budget sheet. This is a common problem among SaaS (software as a service) providers, who are selling in highly competitive and emerging markets. How can your sales and marketing teams work together to stand out from the competition? In this presentation, Datanyze's Ben Sardella and Uberflip's Hana Abaza explain how to educate (and ultimately, convert) using a competitive sales strategy.

1. @uberflip#uberwebinar
How to Educate & Convert
in Competitive SaaS Markets
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Ben Sardella
Co-Founder & CRO, Datanyze
@bensardella

2. @uberflip#uberwebinar
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on

3. @uberflip#uberwebinar
Stick Around For a Demo

4. @uberflip#uberwebinar
What we’ll cover
§ How to make sure you’re in the deal
§ How to work the deal in your favor
§ How to build confidence with collateral

5. How to make sure you’re in the deal

6. @uberflip#uberwebinar
The silver bullet data point
BUYING TRIGGERS

7. There is a silver bullet in sales - when you get to highly motivated decision makers
at exactly the right time: after they experience a ‘trigger event’ … before they call
your competition. When you have the right timing the sale almost happens itself.
CRAIG ELIAS
Author of SHiFT!
@uberflip#uberwebinar

8. Technology data
COUNTDOWN TO RENEWAL
@uberflip#uberwebinar

9. Technology data
COUNTDOWN TO RENEWAL
REAL-TIME ALERTS
@uberflip#uberwebinar

10. COUNTDOWN TO RENEWAL
Technology data
REAL-TIME ALERTS
CURRENT STACK
@uberflip#uberwebinar

11. Buying cycle information
DISCOVERY CALL CHECKLIST
ü In the home stretch or preliminary search?
@uberflip#uberwebinar

12. Buying cycle information
DISCOVERY CALL CHECKLIST
ü In the home stretch or preliminary search?
ü Criteria used to evaluate solutions?
@uberflip#uberwebinar

13. Buying cycle information
DISCOVERY CALL CHECKLIST
ü In the home stretch or preliminary search?
ü Criteria used to evaluate solutions?
ü Ease of implementation and integration?
@uberflip#uberwebinar

14. How to work the deal in your favor

15. How to work the deal in your favor
§ Frame the talk
@uberflip#uberwebinar

16. How to work the deal in your favor
§ Frame the talk
§ Ditch the pitch
@uberflip#uberwebinar

17. How to work the deal in your favor
§ Frame the talk
§ Ditch the pitch
§ P.O.W.N.
(Problems, Opportunities, Wants, Needs)
@uberflip#uberwebinar

18. How to work the deal in your favor
§ Frame the talk
§ Ditch the pitch
§ P.O.W.N.
(Problems, Opportunities, Wants, Needs)
§ Recommend
@uberflip#uberwebinar

19. How to build confidence with collateral

20. How to build confidence with collateral
CASE STUDIES
@uberflip#uberwebinar

21. How to build confidence with collateral
CASE STUDIES
BATTLE CARDS
@uberflip#uberwebinar

22. How to build confidence with collateral
CASE STUDIES
BATTLE CARDS
THIRD PARTY VALIDATION
@uberflip#uberwebinar

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24. @uberflip#uberwebinar
Forget
Coffee.
Content
Is
For
Closers

25. @uberflip#uberwebinar
But, why?
Because
content
works.
But
it
also
changes
things.

26. @uberflip#uberwebinar
By
2020,
85%
of
the
rela/onship
will
be
managed
without
talking
to
a
sales
person.

27. @uberflip#uberwebinar
Content
is
everywhere
and
easy
to
access
People
are
more
informed
than
ever
before
The
lines
are
blurring
between
marke>ng
&
sales

28. @uberflip#uberwebinar
76% of Content
Marketers Forget
About Sales
Enablement (!)

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Marketing
Sales
Think
Like
Sales
Act
Like
Marke>ng

30. @uberflip#uberwebinar
Internet
Person
Awareness
Implement
Purchase
Short
List
Solu>on
Problem
Marke>ng
Qualified
Lead
Sales
Follow
Up
Top
of
the
funnel
Middle
of
the
funnel
BoIom
of
the
funnel

31. @uberflip#uberwebinar
Internet
Person
Awareness
Implement
Purchase
Short
List
Solu>on
Problem
Marke>ng
Qualified
Lead
Sales
Follow
Up
Top
of
the
funnel
Middle
of
the
funnel
BoIom
of
the
funnel
Big
black
void
where
bad
things
happen.

32. @uberflip#uberwebinar
Internet
Person
Awareness
Implement
Purchase
Short
List
Solu>on
Problem
Marke>ng
&
Sales
Lead
Qualifica>on
Content
Marke>ng
&
Sales
Enablement
Content
I
think
I
have
a
problem,
but
I
can’t
quite
put
my
finger
on
it.
So
many
solu>ons!
I’ll
evaluate
the
top
three.
Got
it!
Now
I
need
to
research
my
op>ons.
Did
I
make
the
right
choice?
How
do
I
get
more
value?

33. @uberflip#uberwebinar
Align
content
crea>on
with
insight
from
sales.
Address
(and
reinforce)
common
pain
points.
Create
content
that
manages
objec6ons.
Figure out what kind of content they need.

34. @uberflip#uberwebinar
Questions to Ask
ü What
are
the
top
non-­‐product
related
ques>ons
you
get?
ü What
are
the
common
pain
points?
ü What
are
the
common
objec>ons?

35. @uberflip#uberwebinar
Arm
your
sales
team
(and
your
champion)
to
manage
objec6ons.

36. @Uberflip @HanaAbaza
Empower
Reps
With
the
Right
Data

37. @uberflip#uberwebinar
Buyer Personas
ü Easy
to
digest
format
ü Constant
reinforcement
ü Develop
collabera>vely

38. @uberflip#uberwebinar
Insights from
Audience Surveys
ü What
kind
of
content
do
people
like
ü What
kind
of
behaviors
do
they
exhibit
ü What’s
important
to
them

39. @Uberflip @HanaAbaza
Empower
Reps
With
the
Right
Tools

40. @Uberflip @HanaAbaza

41. @uberflip#uberwebinar
Your
Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona
Content
must
be
easy
for
buyers
and
your
sales
team
to
find.

42. @uberflip#uberwebinar
Key Elements of an Effective
Content Hub for Sales Enablement
Well
organized
Easy
to
share
content
Integrated
with
process

43. @uberflip#uberwebinar

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45. @uberflip#uberwebinar
Multi-dimensional Tagging
Marketing Mary
Demand Jenn
Do-it-all Dave
Content Marketing
Lead Generation
Sales Enablement
Product
Sales
Customer
By Buyer Persona By Topic Functionally

46. @uberflip#uberwebinar
Multi-dimensional Tagging
Marketing Mary
Demand Jenn
Do-it-all Dave
Content Marketing
Lead Generation
Sales Enablement
Product
Sales
Customer
By Buyer Persona By Topic Functionally

47. @uberflip#uberwebinar
Multi-dimensional Tagging
Marketing Mary
Demand Jenn
Do-it-all Dave
Content Marketing
Lead Generation
Sales Enablement
Product
Sales
Customer
By Buyer Persona By Topic Functionally

48. @uberflip#uberwebinar

49. @uberflip#uberwebinar

50. @uberflip#uberwebinar

51. @uberflip#uberwebinar

52. @uberflip#uberwebinar

53. @uberflip#uberwebinar

54. @uberflip#uberwebinar
Use a Multi-Channel Approach with
your Audience and your Sales Team

55. @uberflip#uberwebinar
QUESTIONS TIME!
hub.uberflip.com
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Ben Sardella
Co-Founder & CRO, Datanyze
@bensardella

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