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These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
STATUS QUO HIGH VALUE“I’d love to find 15 minutes of your time to learn more about your business….”
“Our research team has studied the <insert market> and we have some findings that might interest you. I’d like to set up time to walk you through the findings.”
High value first meeting offers have yielded significant results:
• 49% penetration into target accounts in two years• 26% lift on touch pattern/SQL conversion rate• 21% of first meetings converting to larger stakeholder meetings
TEMPLATIZED CONTENT PLAYS DRIVE ENGAGEMENT (AS LONG AS IT’S RELEVANT)
A report designed for a specific vertical or target market. In this particular example, the focus was pharma and specifically the divisions that worked on diabetes
• All marketing advertising (targeted ads, email, etc.) pointed to the report
• SDRs followed up for personal read-out of the content
A use case that covers methodology, process, strategic initiatives (vs. simply product examples) has shown equally results to templatized research calls-to-action
• SDRs/sales identify relevant use case for prospect
• SDR/sales call-to-action is to talk specifically about the use case
POST-DISCOVERY HIGH VALUE CONTENT DRIVES STAKEHOLDER ENGAGEMENT
STATUS QUO HIGH VALUECopy of deck and data sheet Content tailored specifically to the buyer
and their current situation
Post-discovery high value content plays engage stakeholders early in the process and are proven to decrease sales cycle time (30% shorter sales cycles)
PERSONALIZED PRESOS CREATE DEEPER RELATIONSHIPS EARLY IN THE PROCESS
Presentations should be focused on the “account” first and then on proving that you are the right partner to solve their issues
Personalizing the presentation can be done with the 80%/20% rule (primarily templatized) but should leave room in the front to show an understanding of their business and frame your organization as the partner to help them solve their key business challenges
FIRST-HAND VIEW: BUILD DEMOS SO THEY CAN SEE THEMSELVES USING THE PRODUCTWhen buyers report the sales plays they remember, the vast majority mention “they used our data in the demo”
MEMORABLE LATE STAGE MARKETING PLAYS KEEP BUYERS FROM “GOING DARK” One of the biggest challenges for sales is that the end of month/quarter is also the buyer’s end of quarter. As a result, many buyers enter the “dark stage” and sales has no visibility into activity. Many organizations continue to market to people in the late stages of the buying process
KEY TAKEAWAYS: SALES IN AN ACCOUNT-BASED EVERYTHING WORLD• Sales will have better opportunities but fewer of them• BANT died, sales must be prepared to engage with the right people at the
target accounts wherever they are in the buying process• High value plays enable early engagement and drive real results• These same high value plays also enable engagement with multiple
stakeholders• Once the buyer is engaged, every play in the sales process must be
customized and coordinated• Sales in Account-Based Everything has a true execution partner–
marketing– and for that matter, the rest of the company…
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com