Creating The Continuous Customer Conversation
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SPEAKER: Patrick Flanigan of ADP http://b2bmarketing.exchange
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Creating The Continuous Customer Conversation
- 1. #B2BMX Creating the Continuous Customer Conversation Patrick Flanigan, ADP VP Sales and Marketing Enablement
- 2. First – some numbers . . . 118156
- 4. For the people back home #1
- 5. #B2BMX With ADP 13 years Enablement for 5 years AZ for 3 years NJ and DC Drove cross country 2X Who am I?
- 6. #B2BMX About ADP We are a comprehensive global provider of cloud-based Human Capital Management (HCM) solutions that unite HR, payroll, talent, time, tax and benefits administration, and a leader in business outsourcing services, analytics and compliance expertise.
- 8. 8 hey Tools and Technology Sales Pipeline FY10 FY11 FY12 FY13 FY14 FY15 CRM and Marketing Automation platform consolidation Installed lead routing rules, infrastructure and governance Developed Guided Selling platform overlay for Salesforce Created self- service, compliant email marketing tool for sales reps Integrated Social Selling tools Built pointed use Sales Apps on top of SF1 (Genie, OPT, Blueprint) CENTRALIZED SALES OPS LEAD CENTER MOBILE SELLING ONDEMAND SOCIAL SELLING GUIDED APPS MARKETING SUPPORT FY16 FY17 Enablement Programs DIGITAL SELLING Dedicated Inside Sales Support and Marketing Apps for Lead Gen Unified Buying experience that makes the sellers job easier UNIFIED SALES APP Evolution of Sales Enablement
- 9. #B2BMX Best In Class Sales Tools and Support throughout the Sales Process Eloqua Markie Award Winner: Lead Center Big Machines Modern Selling Experience Award: Electronic Sales Order Demand Gen Report Killer Content Award: TCO Tools Eloqua Markie Award Finalist: OnDemand Marketing CVI Top POV Pitch Award: Guided Selling App Salesforce Road Warrior: Mobile Innovation Award Recognition
- 11. #B2BMX Sales and Marketing Stack
- 12. #B2BMX For today . . . Issues we face today How tackle Where we deliver Buying experience Message alignment Tech stack
- 13. #B2BMX Buyer Complexity Key Issues • Balance of power has shifted to the buyer • Buyers are further through the buying process before engaging sales • Customers are demanding more expertise from sales • There are more vehicles to influence existing customers Our Approach • Gather all messaging inputs • Align messages to the right person at the right time • Activate the message: Drive incremental leads and engage early • Accelerate the sales process
- 14. #B2BMX Buyer Complexity Buyer Behavior Programs and Solutions Buyers are researching online and in social Buyers demanding a more personalized experience Buyers expect more from the sales experience Leverage buyer behavior to drive more incremental leads Leverage marketing technology to gain access Leverage dynamic capabilities of mobile tech to accelerate sale
- 15. #B2BMX Messaging Complexity Sales Messaging (IDM) Product Differentiators Competitive Intelligence Peer Reviews Digital Marketing Social Selling Lead Nurturing Referral Programs Partner Marketing Live Events In-Product Marketing Client Marketing
- 16. #B2BMX Sales and Marketing Enablement SALES AND MARKETING ENABLEMENT • Lead development, qualification and adoption • Sales development and outbound reach • Inside Sales Support • Digital Marketing and Sales Connection • Coordination on Content Strategy • Cross-BU Initiatives • Sales Messaging aligned with Marketing Message • Alignment with Product Marketing • Driving better outcomes from sales technology enablement • Reinforcing and strengthening proven sales methodologies and KPIs (leadership tools and social selling Sales enablement is a strategic, ongoing process that equips sales teams to have consistently effective engagements with prospects and customers throughout the buyer’s journey. - Forrester Buying Experience Selling Experience The practice of actively managing the seller experience by providing integrated sales resources that simplify the seller job. - CEB
- 17. #B2BMX Building a Messaging Framework
- 18. #B2BMX Messaging Overview BU Overall Message and Value Prop Themes based off Common Needs Differentiators • Differentiator #1 • Differentiator #2 • Differentiator #3 • Differentiator #1 • Differentiator #2 • Differentiator #3 • Differentiator #1 • Differentiator #2 • Differentiator #3 Brand Message/TaglineBranding Content Strategy Company Wide Messages Personas Sales Messaging POV Product Connection CI Landmines Overall Value Statement for Business Line Theme 1 Theme 2 Theme 3 Message 1 Message 2 Message 3 Persona 2 Persona 3Persona 1
- 19. #B2BMX Messaging Inputs and Workshops Messaging Workshops - Gathering inputs: persona work, buyer’s journey, IDM - Workshop facilitation - Content capture - Aligning stakeholders - Partnership with Product Marketing - BU Marketing - Sales - Service - Product or Product Marketing - CI Source Material from Workshop - Buyer’s Journey Messaging Toolkit - POV Pitch - Conversation Roadmap Output - Content Roadmap - Campaigns - Lead Nurture - Sales Tools
- 20. #B2BMX Why Stay?
- 21. #B2BMX Always On messages Triggered: responding based on behavior Continuous: always connected to a next step Creating Value: being useful, providing right message at right time No specific start and end – schedule is unique to each contact
- 23. 23 Enhance the buyer experience • Multiple ways of accessing insight and information • Flexible communication mediums • Messaging to the buyer needs Drive better outcomes through sales enablement technology • Reduce research time • Increase win rates over competition • Shorten selling cycles • Reduce no-decisions • Increase average deal size Reinforce and strengthen proven sales methodologies and KPI’s • Reinforce consistent behaviors • Inspect and adjust regularly • Leverage social selling power • Align marketing and sales messaging Sales Process Sales ToolsSales Messaging Sales Effectiveness and Delivery
- 24. #B2BMX Tools throughout the sales process Gaining Access •OnDemand •Fulfillment Tools •Prospecting Tools Buyer Meetings •Sales Hub •Demo Analysis •TCO •Benchmarking •Calculators Closing •Proposal Generator •Electronic Sales Order Productivity •Launchpad •Opportunity/Account Planning •Communications Social Strategy •VS/Elevate •Navigator •Sales for Life Inside Sales •Contact Management •Pod Selling •Engagement Tools Buyer Engagement Tools Creation and management of all tools used by the field to help engage/market with a prospect or client to start a sales process Sales Process Tools Tools designed to help buyer and seller move throughout the buying process
- 25. #B2BMX Social
- 28. #B2BMX Business Impact and Challenges
- 32. #B2BMX Why us
- 35. #B2BMX So where is this going? Issues we face today How tackle Where we deliver Buying experience Message alignment Tech stack
- 36. #B2BMX So where is this going? Buying experience Message alignment Tech stack • Influencers • Blogs • Social • Peer Review Sites • Buyer Personas • Product complexity • Client Experience • Data • Segmentation • Tool complexity • Data!
- 37. #B2BMX What ties it all together? The Message • Digital Marketing • Lead Gen • Field Marketing Events • Client Advocacy • Partner Referral Programs • Vertical programs • Trigger events • Client Onboarding Why Change Why Us Why Now Why Stay
- 38. #B2BMX
Hinweis der Redaktion
- 12 business units, 7,000+ sales reps globally, roughly 500 projects a year