On Target 2014, Christopher Engman, Vendemore
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On Target 2014 is the Go-To Conference for B2B Sales & Marketing. How to increase win rate with new sales and marketing technologies ? Christopher Engman, CEO Vendemore talks about how B2B can use account based advertising to increase cross-sales and accelerate pipeline.
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On Target 2014, Christopher Engman, Vendemore
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- 3. Pipeline Marke,ng™ Lack of access
- 4. The Pipeline Marketing Company Cold calling and da,ng? Pipeline Marke,ng™
- 5. The Pipeline Marketing Company Typical customer profile… Named accounts (new and/or exis,ng) -‐ Not working with most organisa,ons To get a first mee,ng is much simpler than to run the sales process -‐ Many stakeholders (formal and informal) -‐ Clear compe,tors -‐ Heavy compe,,on with status quo and subs,tutes Pipeline Marke,ng™
- 6. 450+ soMware, tech and service B2B companies, in 14 countries and 4 con,nents, growing 50%+ per year, delivering in 100+ countries The Pipeline Marketing Company
- 7. The Pipeline Marketing Company Pipeline Marke,ng Large complex deals Cross selling Framework agreements Pipeline Marke,ng™
- 8. Pipeline Marke,ng™ Turning unengaged to engaged (agenda) What is Pipeline Marketing?
- 9. The Pipeline Marketing Company Adver,se… Only people working in the organisa,ons you choose. Marke,ng towards the buying organisa,on during the sales cycle Pipeline Marke,ng™
- 10. Adver,sing, films, social media, ar,cles are targeted to the buying organisa,on Pipeline Marke,ng™
- 11. The Pipeline Marketing Company Media coverage ex from Sweden 30+ lokal)dningar 25 svenska bransch)dningar Flera av de största +1.000.000 sajter globalt
- 12. The Pipeline Marketing CompanyMarke,ng towards the buying organisa,on during the sales cycle Content, ar,cles as ads are more interes,ng than normal ads 10x
- 13. Pipeline Marketing + Content Marketing Pipeline Marke,ng™ ENGAGED UNENGAGED Marketing Automation + Content Marketing
- 14. The Pipeline Marketing Company What happens usually? 29 days with no adver,sing followed by a period with adver,sing. In parallell with adver,sing the increased number of web site visitors from the targeted account is between 500-‐1.000% Marke,ng towards the buying organisa,on during the sales cycle
- 15. The Pipeline Marketing Company Cross-‐selling (selling more to exis,ng clients)
- 16. The Pipeline Marketing Company Cross-‐selling
- 17. The Pipeline Marketing Company Vitec, a cross-‐selling case ERP-‐system supplier for the real estate industry Extra modules are focused on energy consump,on, service/ maintenance, webbportal and apps for the tenants 25-‐30 of the 450 largest clients are using big parts of the product porcolio A part of the sales processes never go beyond the first mee,ng since the client can’t manage the internal selling to engage in a buying process. Hard to create urgency within the clients organisa,on Marke,ng towards the buying organisa,on during the sales cycle Pipeline Marke,ng™
- 18. The Pipeline Marketing Company Vitec, a cros-‐ selling case Marke,ng towards the buying organisa,on during the sales cycle Pipeline Marke,ng™
- 19. The Pipeline Marketing Company Vitec, a cross-‐selling case Marke,ng towards the buying organisa,on during the sales cycle Pipeline Marke,ng™ Constr. comp. Mun. Real est. Private Real est. References Energy Cons. Customer service Forecast Modules/ Pain areas Service staff Constr. comp. Energy Cons. Forecast For a construc,on company lacking the energy solu,on and the forecas,ng module
- 20. The Pipeline Marketing Company Vitec, a cross-‐selling case Marke,ng towards the buying organisa,on during the sales cycle Pipeline Marke,ng™ Management improved their result in 2013, in rela)on to 2012, by almost 80 %. An improved sales strategy, combined with the right targe,ng tools, helped Vitec to improve its sales during the period. “In 2013 Vitec increased their cross-‐selling by 20 % towards the companies targeted by Vendemore”, says Magnus Persson, Sales and Marke,ng Director at Vitec. To sell more products to exis,ng customers has always been Vitecs business strategy but with Vendemores solu,on we were able to increase sales and work with business opportuni,es in a much more efficient way.
- 21. Pipeline Marketing + Content Marketing Pipeline Marke,ng™ ENGAGED UNENGAGED Marketing Automation + Content Marketing
- 22. christopher.engman@vendemore.com +46735101974 Read more: “Behavioural economics” (Daniel Kahneman Nobel prize winner) “Tracing the drivers of B2B brand strength and value” (Niklas Bondesson, PhD Lund University) “The Challenger Sale” (The Corporate Execu,ve Board) “Crossing the Chasm” (Geoffrey Moore, Michael Eckhardt et al)
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