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Selling to the Mid Market:How to Tailor Your Strategy
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Today’s Presenters
BASTIAAN JANMAATCEO, DataFox
TRACY FRYDirector of Sales, Yesware
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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
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Why Go Up-MarketGo from mouse hunting to
deer hunting.
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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
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5 ways to build a $100M business
Source: Christoph Janz
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Prepare your reps for complexity.
Mid-Market Deals Take Longer
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74 Touches vs. 4
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A Different Kind of Sales Rep
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Example Salesforce Fields
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No outreach without research, no follow up
without reason
“ “
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Example: Personalization
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How to work an account from multiple angles.
Breaking into Mid-Market
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Cast a wide netLeverage multiple stakeholders to
get your foot in the door.
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Referral PBR Example
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Subject Lines MatterHow to A/B test your emails to get more opens by job title.
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Subject Line Key Word Analysis
Open Rate
Rep
ly R
ate
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How To Schedule A Meeting
Open Rate
Rep
ly R
ate
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Show Me How To A/B
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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
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Total Emails to SendHow many emails should I send before
I get a reply?
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How To Rack Up Replies
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When to Send Your EmailsThe best time in a typical working
day to send your emails.
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You’re Doing it WrongImprove your quick replies by sending emails very early in the
morning or later in the afternoon
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Activity vs. Engagement: Getting everyone on board
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Visit yesware.com/email-templates for 18 FREE data-backed email templates
Giveaway: Template Library
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Questions?
We’ve got answers.