how to educate and convert in competitive saas markets
TRANSCRIPT
@uberflip
#uberwebinar
How to Educate & Convert in Competitive SaaS Markets
Hana Abaza VP Marketing, Uberflip @hanaabaza
Ben Sardella Co-Founder & CRO, Datanyze @bensardella
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on
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Stick Around For a Demo
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What we’ll cover
§ How to make sure you’re in the deal
§ How to work the deal in your favor
§ How to build confidence with collateral
How to make sure you’re in the deal
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The silver bullet data point
BUYING TRIGGERS
There is a silver bullet in sales - when you get to highly motivated decision makers
at exactly the right time: after they experience a ‘trigger event’ … before they call
your competition. When you have the right timing the sale almost happens itself.
CRAIG ELIAS Author of SHiFT!
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Technology data
COUNTDOWN TO RENEWAL
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Technology data
COUNTDOWN TO RENEWAL
REAL-TIME ALERTS
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COUNTDOWN TO RENEWAL
Technology data
REAL-TIME ALERTS
CURRENT STACK
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Buying cycle information
DISCOVERY CALL CHECKLIST
ü In the home stretch or preliminary search?
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Buying cycle information
DISCOVERY CALL CHECKLIST
ü In the home stretch or preliminary search?
ü Criteria used to evaluate solutions?
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Buying cycle information
DISCOVERY CALL CHECKLIST
ü In the home stretch or preliminary search?
ü Criteria used to evaluate solutions?
ü Ease of implementation and integration?
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How to work the deal in your favor
How to work the deal in your favor
§ Frame the talk
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How to work the deal in your favor
§ Frame the talk
§ Ditch the pitch
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How to work the deal in your favor
§ Frame the talk
§ Ditch the pitch
§ P.O.W.N. (Problems, Opportunities, Wants, Needs)
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How to work the deal in your favor
§ Frame the talk
§ Ditch the pitch
§ P.O.W.N. (Problems, Opportunities, Wants, Needs)
§ Recommend
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How to build confidence with collateral
How to build confidence with collateral
CASE STUDIES
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How to build confidence with collateral
CASE STUDIES
BATTLE CARDS
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How to build confidence with collateral
CASE STUDIES
BATTLE CARDS
THIRD PARTY VALIDATION
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Forget Coffee.
Content Is For Closers
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But, why? Because content works. But it also changes things.
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By 2020, 85% of the rela/onship will be managed without talking to
a sales person.
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Content is everywhere and easy to access
People are more informed than ever before
The lines are blurring between marke>ng
& sales
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76% of Content Marketers Forget
About Sales Enablement (!)
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Marketing
Sales
Think Like Sales
Act Like Marke>ng
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Internet Person
Awareness Implement Purchase Short List Solu>on Problem
Marke>ng Qualified Lead Sales Follow Up
Top of the funnel
Middle of the funnel
BoIom of the funnel
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Internet Person
Awareness Implement Purchase Short List Solu>on Problem
Marke>ng Qualified Lead Sales Follow Up
Top of the funnel
Middle of the funnel
BoIom of the funnel
Big black void where bad things happen.
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Internet Person
Awareness Implement Purchase Short List Solu>on Problem
Marke>ng & Sales Lead Qualifica>on
Content Marke>ng & Sales Enablement Content
I think I have a problem, but I can’t quite put my finger on
it.
So many solu>ons! I’ll evaluate the top
three.
Got it! Now I need to research my op>ons.
Did I make the right choice? How do I get
more value?
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Align content crea>on with insight from sales.
Address (and reinforce) common pain points.
Create content that manages objec6ons.
Figure out what kind of content they need.
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Questions to Ask ü What are the top non-‐product related
ques>ons you get?
ü What are the common pain points?
ü What are the common objec>ons?
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Arm your sales team
(and your champion)
to manage
objec6ons.
@Uberflip @HanaAbaza
Empower Reps
With the Right Data
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Buyer Personas ü Easy to digest format
ü Constant reinforcement
ü Develop collabera>vely
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Insights from Audience Surveys
ü What kind of content do people like
ü What kind of behaviors do they exhibit
ü What’s important to them
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Empower Reps
With the Right Tools
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type By Vertical By Persona
Content must be easy for buyers and your sales team to find.
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Key Elements of an Effective Content Hub for Sales Enablement
Well organized Easy to share content Integrated with process
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Multi-dimensional Tagging
Marketing Mary Demand Jenn Do-it-all Dave
Content Marketing Lead Generation
Sales Enablement
Product Sales
Customer
By Buyer Persona By Topic Functionally
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Multi-dimensional Tagging
Marketing Mary Demand Jenn Do-it-all Dave
Content Marketing Lead Generation
Sales Enablement
Product Sales
Customer
By Buyer Persona By Topic Functionally
@uberflip
#uberwebinar
Multi-dimensional Tagging
Marketing Mary Demand Jenn Do-it-all Dave
Content Marketing Lead Generation
Sales Enablement
Product Sales
Customer
By Buyer Persona By Topic Functionally
@uberflip
#uberwebinar
@uberflip
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Use a Multi-Channel Approach with your Audience and your Sales Team
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QUESTIONS TIME!
hub.uberflip.com
Hana Abaza VP Marketing, Uberflip
@hanaabaza
Ben Sardella Co-Founder & CRO, Datanyze
@bensardella
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