selling to the mid-market: how to tailor your strategy

Selling to the Mid Market:How to Tailor Your Strategy

Today’s Presenters

BASTIAAN JANMAATCEO, DataFox

TRACY FRYDirector of Sales, Yesware

What We’ll Cover

WHAT makes mid-market unique

WHY move up/down market

HOW to personalize your outreach

WHO to bring into the deal

Why Go Up-MarketGo from mouse hunting to

deer hunting.

First, defining market sizes

SMB/SME Mid-market Enterprise

# of Employees < 100 100 - 1,000 > 1,000

Revenues < $5M $5M - $100M > $100M

# of Companies 5,000,000 200,000 25,000

Sale Size < $5K < $100K > $100K

Sale Cycle < 1 month < 6 months > 6 months

Source: US Small Business Administration

5 ways to build a $100M business

Source: Christoph Janz

Prepare your reps for complexity.

Mid-Market Deals Take Longer

74 Touches vs. 4

A Different Kind of Sales Rep

Example Salesforce Fields

No outreach without research, no follow up

without reason

“ “

Example: Personalization

How to work an account from multiple angles.

Breaking into Mid-Market

Cast a wide netLeverage multiple stakeholders to

get your foot in the door.

Referral PBR Example

Subject Lines MatterHow to A/B test your emails to get more opens by job title.

Subject Line Key Word Analysis

Open Rate

Rep

ly R

ate

How To Schedule A Meeting

Open Rate

Rep

ly R

ate

Show Me How To A/B

Best practices:

1. Identify the top performing templates for each role.

2. Understand why they work.

3. Share effective strategy with your team.

Using Templates More Effectively

Total Emails to SendHow many emails should I send before

I get a reply?

How To Rack Up Replies

When to Send Your EmailsThe best time in a typical working

day to send your emails.

You’re Doing it WrongImprove your quick replies by sending emails very early in the

morning or later in the afternoon

Activity vs. Engagement: Getting everyone on board

Visit yesware.com/email-templates for 18 FREE data-backed email templates

Giveaway: Template Library

Questions?

We’ve got answers.

sales@datafox.com

Get in Touch!

sales@yesware.com