Sales and Marketing on a Shoestring
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SALES AND MARKETING Fabiano Cid Ccaps Translation and Localization ON A SHOESTRING
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Transcript of Sales and Marketing on a Shoestring
SALES AND MARKETING
Fabiano CidCcaps Translation and Localization
ON A SHOESTRING
IT’S PERSONAL
• Not about South America (again!) • But will make this personal (as usual)• Worked for us; might not work for you• Worth a try!
AGENDA
• 3 Budget Killers• 3 Lifesavers• 3 Yellow Flags
(and I have only 20 minutes !!!)
BUDGET
BUDGET
• If you don’t have one, you are lost• Find a template and customize it• Keep track of your costs• It’s a constant exercise
BUDGET KILLERS
BUDGET KILLERS
• These tools are amazing but far too expensive• You won’t use 1/10 of the resources they offer• Low-cost editions will make you beg for more
Curso deAdministrador
Salesforce
Apostila de curso
Fone: 2666-3566
www.cloud2b.com.br
SALESFORCE
• Not intuitive• Paid for external training• And we had to pay for a full year in advance
without having even tested it• Highly praised, but not for us
MARKETO
• These prices are per month!• Spark edition doesn’t have some basic features• As a small business owner, can you afford this?
HUBSPOT PRICES
• Packages change according to:o List of featureso Number of contacts
• Whoever has 100 contacts in their database?
“STEAL” THEIR FREEBIES
SOMEONE IS PAYING...
BLOG TOPIC GENERATOR
Try this (at least for fun):
http://www.hubspot.com/blog-topic-generator
LIFESAVER #1
ZOHO CRM
ZOHO CRM
• All the features a full CRM solution could have... for a fraction of the price
• The perfect way to start familiarizing with CRM: • Resourceful yet user friendly
• Reasonably priced and scalable
• From layout customization to workflow automation
ZOHO FAMILY
• If you want, you can integrate:
o Marketing campaigns (more on this later)
o Accountingo Email
o Contact database… and more!
• Just be careful as not all tools are as polished
LIFESAVER #2
• LinkedIn probably has the largest number of professionals online
• For SMBs, best lead generation online tool• Beats paid lists (Hooters, D&B) in number and
price
LIFESAVER #3
SURVEYMONKEY
• Fully (and pretty well) localized • Perfect for satisfaction surveys
customer, vendor, employee
• Amazing templates, response tracking and fully customizable
YOUR JAW-DROPPING CONTENT...
MUST BE DELIVERED!
YOU’VE GOT MAIL!
MAIL MARKETING
• We used ConstantContact for years• Found a whole new world with MailChimp
o Responsive, more features, easier to use
• With Zoho CRM, integration with Campaignso But lacks features and support is unresponsive
• Considering going back to MailChimp
MOST EFFECTIVE
In Person Webinars VideosEvents
MOST EFFECTIVE MKT TOOLS
• … according to the Content Marketing Institute• Do you have “ideas worth spreading”?• Webinars:
o Are virtually free
o Generate leads
o Can be replicated (did I hear GALA?)
o Position you as a thought leader
CAN THEY HEAR YOU?
EXPRESS YOURSELF!
WEBINAR TOOLS
• JoinMe proved better for demos
• ClickMeeting had an unbeatable annual plan• But serious technical drawbacks
• GoToMeeting became our tool of choice
SOCIAL MEDIA ATTACK
BE CAREFUL WITH SOCIAL MEDIA
• Works best with B2C not your B2B• Think brand recognition, not sales• Choose one or two; don‘t try to be everywhere• Great for specific projects
o Facebook for vendor relationship
o Slideshare for content sharing
o LinkedIn for ads
SENIOR SALESPEOPLE
SENIOR SALESPEOPLE
• Promise a lot but may not deliver• Old-fashioned techniques • Hard to manage• Work better in large corporations• Difficult to adjust to small environments• $$$
MILLENIALS
MILLENIALS
• If you were born before the Internet, you’re old• These kids are smart, excited and fast• Ours went from intern to coordinator in 1 year• Not afraid of exposure; social media generation• The challenge is to keep them motivated
OVERSTAFFING
VERSUS OUTSOURCING
OVERSTAFFING x OUTSOURCING
• Think before hiring:Short, medium or long term commitment?
How is the learning curve?
Is the information sensitive?
What are the overhead costs?
• Outsourcing o No: social media, warm calling, sales mgmt
o Yes: lead research, design, content generation
CONTENT GENERATION
CONTENT GENERATION
• Most effective tool for your nurture programo Keep them hearing from you
• Make sure to track your opens, clicks, FWs etc.• Link your campaigns with your leads in the CRM• But consider the hidden costs!
CONTENT GENERATION
Writing (external, monthly cost) R$ 1,900.00
Translation into Spanish and Portuguese + PM (external) R$ 500.00
Review – English, Spanish, Portuguese (internal, 12 hours) R$ 900.00
Publishing (internal, 30 hours) R$ 1,400.00
UNIT COST (1 article) R$ 4,700.00
YEARLY COST (5 articles) R$ 23,500.00*
* Approximately US$ 10,000.00
HOWEVER...
THE 4Rs
THE 4Rs
• Recycle, Reformat, Repurpose, Republish• Article has been distributed
• Becomes infographic
• Several daily retweets by The Content Wrangler
• Published on Multilingual magazine
• Low cost (free template); highest ROI
MORE LIFESAVERS
FREEBIE SUPPLY
• More than 300 apps • Divided in 5 categories:
• Business
• Marketing
• Design + Code
• Productivity
• Learn
IF YOU LIKED MY SHOESTRING
• Let the world know!• But let me know too…
THANK YOU!
Fabiano CidCcaps Managing DirectorGALA [email protected]
Tel: +55 (21) 2507-5989Cel: +55 (21) 98222-9988www.ccaps.net
