Sales & Marketing Strategies for Engineers & Scientists
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This document provides information on implementing an inbound marketing strategy. It discusses defining a value proposition, understanding target customers, setting goals, committing to a long-term strategy, choosing tools, conducting a content audit, creating a marketing roadmap, and starting experiments. Key points include educating leadership on inbound, aligning sales and marketing, understanding the customer journey, and using metrics to improve lead generation and conversions.
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Sales & Marketing Strategies for Engineers & Scientists
- 1. | launchsolutions.com Sales & Marketing for Engineers & Scientists
- 2. | launchsolutions.com Beth Shope Design/Web/SEO Introductions 2 Michele Nichols President / Principal Katie Steelman Writer/Social Media Specialist Lou Horvath Principal/Writer/ Patent Agent Kara Fortuna Principal/Design Sarah Campagna Account Manager John Agostinelli Patent Agent Mandy Bly Account Coordinator Aimee Schenck Inbound Marketing Specialist History of thoughtful growth Experienced with components, assemblies & instrumentation Geared for speed and accountability Full team for cost of single hire Damon Diehl Technical Writer
- 3. | launchsolutions.com 58% 3 of the buying decision is complete before they ever contact a salesperson. “ Nobody wants to be sold. They want to sell themselves.” 3 | launchsolutions.com
- 4. | launchsolutions.com Nurtured leads make 47% larger purchases than non-nurtured leads. Source: The Annuitas Group 4
- 5. | launchsolutions.com 80% of sales require 5 follow-up calls after the meeting. 44% of salespeople give up after 1 follow-up. Source: The Marketing Donut 5
- 6. | launchsolutions.com 91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals. Source: Dale Carnegie 6
- 7. | launchsolutions.com| launchsolutions.com Great sales habits are timeless 7
- 8. | launchsolutions.com| launchsolutions.com But sales tactics have changed 8
- 9. | launchsolutions.com In 2007 it took 3.7 cold call attempts to reach a prospect. Today it takes 8 attempts. Source: TeleNet and Ovation Sales Group 9
- 10. | launchsolutions.com Thursday is the best day to prospect. Wednesday is the second best. Tuesday is the worst day. Source: InsideSales.com 10
- 11. | launchsolutions.com Best time to call? 4-5 pm Second best? 8-10 am Worst: 11 am and 2 pm Source: InsideSales.com and Kellogg School of Business 11
- 12. | launchsolutions.com The best times to email prospects are 8:00am and 3:00pm. Source: GetResponse 12
- 13. | launchsolutions.com With companies 100-500 employees, 7 people are involved in buying decision. Source: GetResponse 13
- 14. | launchsolutions.com 78% of salespeople using social media outsell their peers. Source: Forbes 14
- 15. | launchsolutions.com Social media has a 100% higher lead-to-close rate than outbound marketing. Source: InsideSales.com 15
- 16. | launchsolutions.com Top salespeople use LinkedIn at least 6 hours/week. Source: InsideSales.com 16
- 17. | launchsolutions.com 82% of buyers viewed at least 5 pieces of content from the winning vendor. Source: InsideSales.com 17
- 18. | launchsolutions.com 68% of consumers feel more positive about a brand after consuming their content. Source: InsideSales.com 18
- 19. | launchsolutions.com 86% of B2B buyers access business content on mobile. Source: InsideSales.com 19
- 20. | launchsolutions.com If you follow up with web leads within 5 minutes, you’re 9x more likely to convert them. Source: InsideSales.com 20
- 21. | launchsolutions.com| launchsolutions.com Inbound works 21
- 22. | launchsolutions.com 63% of prospects requesting information will not purchase for 3+ months. 22
- 23. | launchsolutions.com Only 25% are legitimate sales opportunities. 23
- 24. | launchsolutions.com| launchsolutions.com Inbound improves lead quantity, but qualification processes are key 24
- 25. | launchsolutions.com 50% of sales go to the first salesperson to contact the prospect. Source: InsideSales.com 25
- 26. | launchsolutions.com| launchsolutions.com Single biggest way to increase sales through distributors? Answer faster 26
- 27. | launchsolutions.com “I’m under 30. I just Google for it.” 27
- 28. | launchsolutions.com 14% 14% 14% 8% 8% 7% 6% 6% 6% 0% 2% 4% 6% 8% 10% 12% 14% 16% Social Media SEO Email Mktg Trade Shows Direct Mail Blogs Telemarketing Traditional Advertising PPC Inbound Most Effective at Lead Generation 28 Survey N = 3,339 Q: What percentage of your company’s leads come from each of the following sources?
- 29. | launchsolutions.com| launchsolutions.com So What Is Inbound? 29
- 30. | launchsolutions.com Inbound Marketing—Education • Quality content that pulls in prospects • At point of interest/need • Focused on customer’s needs, language, interest & timing 30 Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 31. | launchsolutions.com An Example 31 Social Media Website Email
- 32. | launchsolutions.com 200% An optical assembly client doubled web traffic in one year and closed 6-figure accounts from leads from the web 4x A nanotech company quadrupled their leadsfor the same tradeshow from 2014 to 2015 through a redesign and rethink of strategy, culminating in a pre-and-post show campaign 2x One custom & catalog optics company has doubled their customersin the 18 months they’ve been on HubSpot inbound marketing platform 65% More leadsand 32% more web traffic in 3 months after the Launch Team rewrote web and inbound content to optimize for keywords and to target the right customer profile in medical devices 35% A materials company increased revenue by 35% after rebranding/repositioning 12 months ago ROI on Inbound Approach 32
- 33. | launchsolutions.com Marketing’s Role in Sales 33 How does this technology fit in my product/organization? How effective is this technology? How can I build the business case? How can I narrow down my options? How can I make this work in my product/organization? How do I implement this? Blog eBook Tip Sheet Workbook Guide White paper Webinar Assessment/design review Consult
- 34. | launchsolutions.com Sales Process 34 Rapport Pain Money Commit Close
- 35. | launchsolutions.com| launchsolutions.com Sales & Engineering Alignment: A Better Model 35
- 36. | launchsolutions.com Different levels of readiness Lack of follow-up process Focus on bottom of funnel Speed of response Change is Required 36 | launchsolutions.com
- 37. | launchsolutions.com| launchsolutions.com 5 signs change is needed in sales approach 37
- 40. | launchsolutions.com40 Waiting for a call 3
- 42. | launchsolutions.com42 Focusing on the product 5
- 43. | launchsolutions.com Steps to Data-Driven Sales & Marketing 1. Educate & create buy-in from leadership, sales, marketing & engineering 2. Define your unique value proposition 3. Understand your target customer – Customer Persona 4. Set realistic goals – Traffic calculator—identify goal at each level 5. Commit to strategy for 18 months 6. Choose a toolset 7. Conduct a content audit 8. Create your marketing roadmap 9. Start an experiment 43
- 44. | launchsolutions.com Educate and Create Buy-In From: 44 Leadership Sales Marketing Engineering
- 45. | launchsolutions.com Define Your Unique Value Proposition 45
- 46. | launchsolutions.com Understand Your Target Customer 46
- 47. | launchsolutions.com Set Realistic Goals 47 Inbound Marketing Traffic & Leads Calculator Step 1 Enter your monthly revenue goal. How much new monthly booked revenue do you plan to generate from inbound marketing? New Monthly Revenue: $25,000.00 Step 2 Enter the % of new revenue needed from inbound marketing. What percentage of this revenue do you need to book from inbound marketing as opposed to other sources of new leads and customers? Percentage: 80% Step 3 What's your average revenue per new customer or new account? Avg. Revenue Per Client: $10,000.00 Monthly New Customers: 2.0 Step 4 Calculate the number of monthly leads needed to support new customer goal. What's your lead-to-customer conversion rate? What's your goal? Current Goal Lead-to-Customer Rate: 1.0% 2.0% Monthly Leads Needed*: 200 100 Step 5 Calculate monthly traffic needed to generate required number of leads. What's your visitor-to-lead conversion rate. What's your goal? Current Goal Visitor-to-Lead Conversion: 1.0% 4.0% Monthly Visitors Needed*: 20,000 2,500
- 48. | launchsolutions.com Commit to Strategy for 18 Months 48 | launchsolutions.com
- 49. | launchsolutions.com Choose a Tool Set 49 LAUNCH is a certified HubSpot partner. Do it all with just one platform HubSpot software includes all the tools you need to do inbound marketing, plus award winning services & support to help companies master inbound marketing.
- 50. | launchsolutions.com Conduct a Content Audit 5050 | launchsolutions.com
- 51. | launchsolutions.com Create Your Marketing Roadmap 51
- 52. | launchsolutions.com Start an Experiment 5252 | launchsolutions.com
- 53. | launchsolutions.com Thank you! For a free consultation, visit launchsolutions.com/assessment Michele Nichols President, Launch Team Inc. michele@launchsolutions.com
Hinweis der Redaktion
- Who of you in the room have asked for a referral in the last 6 months.
- Arnold engineer
- [Would you rather find customers – or get found by them? If you answered the latter, then you’re ready for inbound marketing. Inbound marketing is the integration of search engine optimization (SEO), social media tactics and content creation. Each of these tactics is a proven performer when separately implemented. But, when strategically synchronized, the result is significantly reduced costs, increased sales, and improved ROI. – From 2012 Inbound Marketing Handbook - MarketingSherpa LLC, a MECLABS Group Company] Sharing is caring and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more. Major themes: Content Creation- You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide. Lifecycle Marketing- You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions. Personalization- As you learn more about your leads over time, you can better personalize your messages to their specific needs. Multi-channel- Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. Integration- Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time. MIC Language: Thought Leadership Reaching them when and where they care about you
- Price pressure. Increased commoditization and competition can create a price pressure. The average company has twice the competitors it did just five years ago. “Me too” products, reverse engineering—there are a lot of factors at play today.
- Developing Personas Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. After all, the marketing team needs to know to whom they are marketing, and the sales team needs to know to whom they are selling. What is their demographic information? What is their job and level of seniority? What does a day in their life look like? What are their pain points? What do you help them solve? What do they value most? What are their goals? Where do they go for information? What experience are they looking for when seeking out your products or services? What are their most common objections to your product or service?