Staying ahead of your Sales CycleCombatting outside forces to keep driving sales

Dave MeyerPresident, BizzyWeb

dave@bizzyweb.com 612-424-9990

Welcome!

Request the PPT and notes by emailing Dave

Who are We?Who are We?

What do we Do?What do we Do?

5

At its core, marketing is about getting results.

6

Clicks / downloads

Visits to the store / office

Reservations /

appointments Calls

What kind of results?

Revenue

7

Agenda1.Managing the Sales Cycle2.Measuring and Setting a Plan3.Responding to Events / Issues4.Next steps

8

Managing the Sales Cycle

You need to measure your results and look for patterns

To manage your sales cycle

10

Do your Sales:

1.Pick up in the fall? 2.Slow down in the summer?3.React to specific outside changes

a.“Lever events” like funding, product launches or new hires

b.Who are your best buyers, and what affects their buying decisions?

11

Look at your CRM or Sales flow

• How many leads to get a sale?

• How is your output affected by the type of lead

• Look at historical data to get an idea of future results

• Example: Lots of proposals = lots of contracts

Engagement is the new word of mouth

12

1. Why use social media?

13

1. Why use social media?

Entice to stay in touch

Engage people

Engagement drives social visibility

Provide a “wow!”experience

14

Agenda1.Managing the Sales Cycle2.Measuring and Setting a Plan3.Responding to Events / Issues4.Next steps

What are reports and analytics?

Reports Analytics

16

Types of campaigns and reports

2. Marketing campaigns types and reports

17

Look into individual campaigns

18

2. Marketing campaigns types and reports

Campaigns and Reports

Email Event Survey Offer/Promotion Donations Social

Media

• Open rateIndicates which subject lines & topics interest your audience

• Click-through rateIndicates which content, products & services are most relevant

• Bounces• Spam• Opt-outs

• Registration statusIndicates effectiveness of your promotions & number of people interested in your event

• AttendanceIndicates if event topic, logistics and promotions appealed to audience

• Payment status

• Response rateIndicates how many customers are engaged with your business & call to action

• Open rate• Click-through

rate to survey

• Number claimed/soldIndicates which products, services & offers your audience prefers

• Revenue• New

customers• Audience

reach• Shares

• Funds raisedIndicates success of communication& audience interest

• Number of donorsIndicates awareness of appeals & level of investment

• Donation amounts

• EngagementIndicates if fans are connecting to content

• Click-through rateProvides information on which multimedia, blog posts, products or services resonate

• Reach• Fans/

followers

• Open rate

• Click-through rate

• Bounces

• Spam

• Opt-outs

• Registration status

• Attendance

• Payment status

• Response rate

• Open rate

• Click-through rate to survey

• Number claimed/sold

• Revenue

• New customers

• Audience reach

• Shares

• Funds raised

• Number of donors

• Donation amounts

• Engagement

• Click-through rate

• Reach

• Fans/followers

Reports measure...

Campaigns

19

3. How to evaluate a marketing campaign

Set a goal

20

3. How to evaluate a marketing campaign

Set a goal

Identify success metrics

7% Click Rate

16% Open Rate

3. How to evaluate a marketing campaign

Set a goal

Create a campaign

Identify success metrics

3. How to evaluate a marketing campaign

Check out our new website!Half Moon Yoga <halfmoon@constantcontact.com

Inbox

Contacts

Favorites

Chat

Mailbox

Set a goal

Create a campaign

Identify success metrics

Send the campaig

n

3. How to evaluate a marketing campaign

Set a goal

Send the campaig

nReview reports

Create a campaign

Identify success metrics

10% Click Rate

12% Open Rate

24

3. How to evaluate a marketing campaign

Set a goal

Send the campaig

nReview reports

Apply lessons

Create a campaign

Identify success metrics

Check out our new website

BeforeRegistering for your favorite class just got easier!

After

25

Set a goalSelect the best campaign for

your goalWhat metrics will define success? Results What worked? What didn’t?

Drive traffic to the new Half Moon Yoga website

SAMPLE•Email •Event•Survey•Offers/promotions•Donations•Social media

•Open rate – average is 16%

•Click rate – average is 7%

•Open rate – 12% - lower than expected

•Click rate – 10% - higher than expected

•Call to action was clear and easy to find

•Kept content short•Listed benefits of using the website

•Subject line was not compelling.

•Try a different day of the week and time of day

•Email •Event•Survey•Offers/promotions•Donations•Social media•Email •Event•Survey•Offers/promotions•Donations•Social media•Email •Event•Survey•Offers/promotions•Donations•Social media

3. How to evaluate a marketing campaign

26

When Measuring:

• Set benchmarks for yourself.• Set a frequency to review reports

and make changes to your marketing.

• Don’t change everything at once.

27

Finding inspiration

Check the news! Magazine headlines/covers

Look at what others are doingSearch results headlines

Blog titlesTweets on Twitter with lots of engagement

‘Listicles’ that make you curiously click their headlines like: • Buzzfeed• Upworthy• Mashable

28

Agenda1.Managing the Sales Cycle2.Measuring and Setting a Plan3.Responding to Events / Issues4.Next steps

29

Know Your Clients’ Lever Points

• New Funding• Have money, need to spend

• Executive Changes• New strategy, no loyalty to status quo

• New Product or Service• Need to change their strategy, gives you an “in”

Source: Flickr user a.rey via Photopin

30

When a Lever Event Occurs

• Reach out proactively• LinkedIn: Congratulate or send a message

• Keep your notes and updates in line with the seasonalityof your clients

• Send targeted emails to your lists: VIPs, Purchasers, New clients, specific industries

31

Agenda1.Managing the Sales Cycle2.Measuring and Setting a Plan3.Responding to Events / Issues4.Next steps

32

• Watch your Sales/CRM flow

• Look for Lever Points• Segment your Lists• Be proactive as things change

• Always measure, and respond

Source: Flickr user Luca Florio via Photopin

33

Special Offer!Get a free Buzz Report

Sign up online at bizzyweb.com/buzz

Questions?

34

Dave MeyerPresident, BizzyWeb

dave@bizzyweb.com, 612-424-9990

Thank You!

Don’t forget to grab your free trial at BizzyWeb.com/CC or get a free Buzz Report at BizzyWeb.com/Buzz

35