Digital marketing and sales growth - what is the connection

Digital marketing and sales growth - what is the connection

• 1.
  DIGITAL MARKETING ANDSALES GROWTH - WHAT’S THE CONNECTION? Cleantech Finland member event 24 Sep 2014 Kaisa Hernberg
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  WHO’S TALKING? KaisaHernberg (@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
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  ASIANTUNTIJA EPÄMUKAVUUSALUEELLA •Talentum2013 •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
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  WHAT DO THEYHAVE IN COMMON?
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  THIS IS YOU– AND EVERYONE ELSE – ONLINE
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  ATTENTION SPAN OFA 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
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  THIS IS YOURCLIENT
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  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
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  THIS IS WHATYOU NEED TO FORGET ”Solution selling is dead” Harvard Business Review , July 2012
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  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
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  KIITOS. TACK. THANKYOU. 谢谢. www.cleantechfinland.com