10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
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10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
- 1. 10 Tips for Using Content to Set the Buying Vision
- 2. Today’s Speakers Cliff Pollan Cliff is a Co-‐Founder and CEO of VisibleGains, creators of Postwire. Postwire allows you to share insights & informaFon in a visual, secure and private way your clients will love. Get a free account: www.Postwire.com. Cliff has always been at the center of combining new technologies with content to create soluFons that dramaFcally change the way people work. As a serial entrepreneur he has had the opportunity to launch many successful startups over the last 30 years.
- 3. Today’s Speakers Mike Puglia Mike is Vice President of MarkeFng for TimeTrade. Mike joined TimeTrade from Salesforce.com, the world’s leading CRM and enterprise cloud compuFng vendor, where he led the integraFon of real-‐Fme collaboraFon technologies into Salesforce’s ChaOer Social Enterprise plaPorm. Prior to his role at Salesforce, Mr. Puglia was VP of MarkeFng at Dimdim, a provider of cloud-‐based collaboraFon and web conferencing capabiliFes which was acquired by Salesforce in 2010.
- 4. 1. See the 2. Commit to a 3. Plan out problem soluAon path the change
- 6. 65%
- 9. Setting the Buying Vision Setting the Buying Vision Context Bring clarity & Motivate change Content ConversaFon
- 10. Discuss Issues with Status Quo Their Ideas for Steps to Launch Change SoluFon Uncover Their Change Their Fears Needs of Larger team MoFvaFons Useful rd Party research 3 ase studies C ree trial/Live demo F Content ducaFonal webinars E xpert interviews E lanning checklist P hite papers W AQs F OI calculator R 1. See the 2. Commit to a 3. Plan out problem soluAon path the change
- 12. Tip #1: Inventory and know your content.
- 13. 90:9:1 Synthesizers & Creators Consumers
- 14. Tip #2: Put content in context of your buyer’s top 3 pain points.
- 16. Tip #3: Use content to ask the right questions to clarify your prospect’s buying vision.
- 17. Tip #4: Participate in online forums using content to interact and learn from others.
- 19. Tip #5: Read 3 blogs Join 2 LinkedIn groups Create 1 Follow List in Twitter
- 20. Number of People Involved in Decision making -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ 2010 -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐ 2011 -‐-‐ -‐-‐ 2012 -‐-‐ Longer Buying Cycles 2012 2011 2010 Source: IDC 5 months 5.2 months 5.4 months
- 21. Tip #6: Share third party content.
- 23. Tip #7: Use ad hoc video to answer buyers’ questions.
- 24. Tip #8: Earn your clients’ support. Let them help you set the buying vision.
- 25. Tip #9: Keep your eye out for humorous content.
- 27. Tip #10: Organize the content you share to make it easy for your buyer to make a decision.
- 30. Q&A Cliff Pollan Mike Puglia 781.350.3416 1.978.654.6800 cpollan@VisibleGains.com mpuglia@Fmetrade.com www.postwire.com www.Fmetrade.com @cliffpollan @Fmetrade
Notas do Editor
- Let’s think about the buyer’s journey.It starts on the right when life is okay. And it ends with a closed deal.It is a three act play:Life is okay (status quo).They see a problem and decide to find a solutionThey plan out how to make the change…and, they sign the deal. (Hopefully.)
- Buyers are more knowledgeable, more connected and busier! Selling Is now all about the customers’ needs, catering to the customers’ scarce time and attention spans . Salespeople cannot win by interrupting, but need to be there when the customers’ need you and always beproviding value!Social web allows buyers to do own research – 50 -70% of consumer buying decision is made without ever engaging with a salesperson
- 65% of the time the executive goes with the vendor setting the buying vision:http://www.personalbrandingblog.com/your-1-competitor-is-status-quo
- Products are becoming commodities – how you sell matters!34% say the ability to match relevant capabilities to specific client resources is what differentiates a vendor from the competition the mostOnly 5% consider economic value of the offering as the strongest differentiatorForresterHow Exec Differentiate among their suppliers June 15, 2010Technilogy Buyer Insight StudyBy Scott Santucci
- Shift to inbound marketing leverages informative content and recommendations from others to attract leads. As salespeopl, content should also be used strategically by you, Content is NOT chum…
- How do you create the conversation and buying vision?Look at all the buyer Qs and find content that answers the QsGoal – use content to to ask the right Qs, get key info and create the vision.
- Content creation reality: 90% of us are only consumers. Imagine how you can stand out if you become in the top 10% who synthesize content as a way of sharing expertise?
- Customer Engagement:The Role of Content in the IT Purchase ProcessCustomer EngagementConducted across the IDG Enterprise brands: CIO,Computerworld, CSO, InfoWorld, ITworld & Network World
- Data Source: IDC’s 2013 Trends, Benchmarks, and Essential Guidance for Technology Sales Organizations IDC Exclusive Webcast: Annual Sales Productivity Benchmarks Study September 27, 2012Also facilitate conversation for buyersOrganize content so that it’s easy to share to make a decisionNumber of decision makers increasing (and many telecommute). Larger buying teams means more people for salesperson to educate, influence and coordinate: 2010: 5 people involved in decision making2011: 6 people2012: 7 people
- Customer Engagement:The Role of Content in the IT Purchase ProcessCustomer EngagementConducted across the IDG Enterprise brands: CIO,Computerworld, CSO, InfoWorld, ITworld & Network World
- Use content to set the buying vision and stand out