1. 11 steps to boost your international growth How to sell and promote your solution efficiently on the web Presenter Daniel Nilsson April 21 2014

2. Introduction I created this presentation after doing extensive research on how to sell any type of solution or product world wide. The data I have reviewed are from marketing experts, Gartner, reports, vendors and my own personal experience building organizations with a global customer base. The purpose of the presentation is to share my conclusions on how to build a successful marketing, sales and support set up with a global focus. Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you. 2 3. MyStory 3 Daniel Nilsson Business Developer and Intrapreneur o My passion is to constantly improve and evolve companies o I love to create customer-focused solutions and processes that last o My future goal is to be part of creating and grow a solution that will affect at least 100 million people on an annual basis. o I think giraffes are cool More information LinkedIn http://se.linkedin.com/in/danielnilssonsweden Personal web page www.daniel-one.com Facebook: https://www.facebook.com/DanielNilssonsInsights 4. 4 11 steps to boost your international growth 5. Before you start Business goals, vision and executive support 5 This type of project is sometimes a big investment in time and money, and it is important that you make sure it is aligned with the company strategy, business goals and that you have full executive support before you start. Make sure you have executive support Is this project aligned with the business goals and strategies. 6. Step 1 Create a value proposition 6 What value do we deliver to the customer? Which one of our customers problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? What benefits do you deliver? Why should the customer choose your solution? Without value there is nothing to sell 2003-2014 Greener Consulting Ltd T/A Futurecurve. All Rights Reserved. Check out my slideshare http://www.slideshare.net/Danie lNilsson4/how-to-create-a- strong-value-proposition-for-b2b 7. Best example - http://www.mindset.se/en/ 7 Image is from http://www.mindset.se/en/ 8. Step 2 Create a defined sales process 8 They found your solution so now what? What steps are involved in the sales process? What are the actions? What should the customer experience? Define your process What actions needs to be taken to close the deal? What happens in every step? Check out my slideshare http://www.slideshare.net/Danie lNilsson4/how-to-define-a-sales- process-for-b2b-sales 9. Example Sales Process 9 In each stage several requirements are involved for classification. Using the stages it is possible to understand what is required to move the process forward and finally close the deal. 6 main stages 10. Step 3 Develop a B2B Strategy 10 Use the SOSTAC model to get going fast. Find out more at http://www.smartinsights.com/digital- marketing-strategy/sostac-model/ Create a clear audience target Plan using RACE, 5Ss, 5Ps to structure thinking. The SOSTAC Model 11. Step 4 Build a brilliant webpage 11 Create a customer-centric website which you use to test, learn and refine your approaches. Use B2B buyer personas profiles - http://nanamarketing.tumblr.com/post/50909738021 /how-you-can-sell-more-by-creating-users-personas Implement a marketing platform like http://www.hubspot.com This is the nr 1 decision point! Optimize customer journeys Get the sell-inform-entertain balance right 12. Step 5 Search marketing 12 Make sure that potential customer can find you when they search on Google. Group target key phrases by decision maker Define key brand messages for search engine result page Your pages need to be found! Use PR and outreach to build quality backlinks Set geographic target and use localized meta data for international marketing 13. Step 6 Implement content and inbound marketing 13 Start a long relationship using Inbound marketing where you catch the interest of the potential customer and establish trust. Define you Nuclear and Primary fuel Create a blog 80 % of webpage visitors are not ready to buy Push content to social media Reach out to target the right influencers 14. 14 15. Content Sales process 15 16. 16 17. 17 Inbound marketing costs 62% less per lead than traditional, outbound marketing. AVG COST/LEAD: $135 AVG COST/LEAD: $346 OUTBOUND INBOUND SOURCE: HUBSPOT, 2012 18. Step 7 Social media 18 Create and curate useful, sharable content Interact using social media platform such as Hubspot Tap into the passion in your sector for sharing useful tips. Use all the relevant features in LinkedIn Use assisted conversion in Google Analytics to show what works Use https://hootsuite.com to schedule and plan your updates 19. Step 8 Lead generation and E-CRM 19 Implement effective lead nurturing campaigns to boost results. Use prominent call-to-actions across the site Use landing pages to maximize inbound campaigns Only 27% of B2B leads are sales-ready when generated Use welcome emails and profiles to build a relationship Create a lead nurturing and follow up program 20. Step 9 Build a sales force 20 Implement best of breed CRM system (SalesForce or Microsoft CRM) and manage sales Do web presentations and sales calls using http://www.gotomeeting.com Contact with a real person will increase closing rate. Take the customer through the sales process Measure everything and constantly improve the customer experience Image is from salesforce.com 21. Step 10 Convert the customer to a thrilled fan 21 Implement an after sales process Promote usage of the system and educate the customer You need a proper after sales process that will make sure that the customer are experiencing the value you have promised. Make sure that the customer is successful are they using the solution? Measure everything and constantly improve the customer experience Copyright Gartner 22. Step 11 Analytics and improvement 22 Set up goals and funnels with value assigned Use forward and reverse path analysis to show most effective content Create a deeper understanding and find out what really works Set up event tracking to see which calls-to-action and content that works best Use content experiments to increase conversion on key pages Image is from hubspot.com 23. 23 Thank you Daniel Nilsson Phone: +46707-403684 Email: info@daniel-one.com Linkedin: http://www.linkedin.com/in/danielnilssonsweden Facebook: https://www.facebook.com/DanielNilssonsInsights Private web: http://www.daniel-one.com Twitter: https://twitter.com/danielnilsson77