DIGITAL MARKETING AND

SALES GROWTH

- WHAT’S THE CONNECTION?

Cleantech Finland member event 24 Sep 2014 Kaisa Hernberg

WHO’S TALKING?

Kaisa Hernberg (@kaisamirjam)

B2b sales, marketing, business

development since 1998

– Edinburgh, Helsinki

– Target markets include Nordics,

Baltics, UK, China, Russia, India,

Brazil

– Owner, CEO, Frank

Communications 2005 - 2012

– Consulted dozens of b2b

professional organizations

– Board memberships in several

organizations since 2005

ASIANTUNTIJA

EPÄMUKAVUUSALUEELLA

• Talentum 2013

• For professionals and their

supervisors

• Busts persistent myths about

selling

• Guides professionals in handling

workplace situations with a

positive sales attittude

• Tips for supervisors on how to

manage professionals who have

a negative attitude to selling

WHAT DO THEY HAVE IN COMMON?

THIS IS YOU – AND

EVERYONE ELSE –

ONLINE

ATTENTION SPAN OF A

HUMMINGBIRD

1. Images

2. Headlines

3. Fact boxes and other elements

4. Body text – IF their interest is aroused

The average web surfer…

Looks at… Stays on one page for less

than a minute

Reads bits and bobs here

and there

THIS IS YOUR CLIENT

TODAY’S B2B BUYER

Initiates purchase

process, because a need has been identified inside the organisation

Actively seeks information, particularly

online

Wants to meet salespeople only,

when 2/3 of purchase process

is done

Trusts and relies on external

experts, especially with large purchases

THIS IS WHAT YOU NEED TO FORGET

”Solution

selling is

dead” Harvard Business Review , July 2012

TODAY’S SALES PARADIGM

You need to convince

customers online

• …before you have a chance to talk to them

You need to provide

interesting content online

• …to build a credible expert image

You need to do this in less

than a minute

KIITOS. TACK. THANK YOU. 谢谢.

www.cleantechfinland.com