B2B

SALES & MARKETING

STRATEGY
For Tech Companies

by Jonathan Donado
About me

If you like the presentation, please give

a ”Like” on SlideShare. It’s much
appreciated !

Jonathan Donado
Bilingual senior general management
executive with expertise in international
business and Mergers & Acquisitions (M&A)

o Education:
- Senior Executive Fellow – Harvard University
- MBA – IESE

o Certifications:
- Six Sigma Black Belt (CSSBB) – ASQ Certified
- PMP
- PMI-ACP – Agile Certified Practitioner

Twitter.com/donadosays

Linkedin.com/in/jonathandonado
THE APPROACH:

LIFE IS
DIGITAL
WITH A HUMAN TOUCH

- Jonathan Donado
COMPANY
GROWTH: Predictive
Analytics.
Product Mobile
Development.
Minimum Data
Viable Product Integration

Long
Medium Term
< 3 years
Term
< 1.5 years
Short-Term
< 6 months
B2B SALES
STRATEGY
WHAT ARE THE STAGES OF
A SALES PROCESS?
http://propelgrowth.com/downloads/4-stages-fintech-buying-process-refguide.pdf
 B2B TRADITIONAL
SALES FUNNEL

Prospects

Step 2
• Qualify • Sales
Leads • Cold Calls Demo
Leads
13% of Leads
convert into
Opportunities. Step 1 Step 3
Average Time:
84 days

Opportunities
6% of Leads
convert into Sales
Average Time:
18 days
Sale / Deals
 THE TRADITIONAL SALES FUNNEL IS
OBSOLETE FOR B2B TECH COMPANIES
NEW B2B SALES
FUNNEL - More educated
- Self-driven
- Informed: 57%
Social research online
Sales for solutions prior
to engaging with
a salesperson

Social
Networks

Educate Engage
 HOW DO WE LEVERAGE OUR SALES
STRATEGY WITH DIGITAL MARKETING?
B2B
MARKETING
STRATEGY
 DIGITAL MARKETING STRATEGY
• Company Social Media
• Corporate Web Page
• Advertising
• Company & Sales Team Blogs • SEO
• Videos (how to, etc) • Direct Marketing
• Emails
• Paid Endorsements
• White Papers / Cheat Sheets • Etc
/ Case Studies / Competitive
Assessment
Paid Media
• Etc

Owned Media Earned Media

• Press Release Pickup
• Blog Mentions
• Social Media Mentions
• Word of Mouth
• Etc
 Earned
Media
Owned Earned
Media Media

Social media expert Jim Keenan reports that 72.6%

of people using social media as part of the sales process
outperform their peers and exceed quota 23% more often
 Paid Media

OWNED
MEDIA
Owned Media Earned Media
 Earned
Media
Owned Earned
Media Media
 Earned
Media
Owned Earned
Media Media

92% of B2B 80% of B2B marketing

marketers leverage leads in social media come from
LinkedIn over all other LinkedIn, and conversation rates
social media platforms are 3X than Google AdWorks

https://www.socialmediatoday.com/social-business/case-b2b-marketing-linkedin-infographic-0
 Earned
Media
Owned Earned
Media Media

467M #1
Members
Social Media
Channel

http://sproutsocial.com/insights/new-social-media-demographics/
 Earned
Owned
Media
Media
Earned
Media

OBJECTIVES GOAL
Connect

Engage Convert

Share
 Earned
Owned
Media
Media
Earned
Media

Use LinkedIn Advance feature for “Multi-Threating” – ability to find, connect and
manage more than one user at a time. In B2B, the sales process involves reaching out

Connect to more than one person in the Target Company and managing multiple relationships
to ensure that the deal progresses. It is important to evaluate the target company
influencers, determine their relationships and their decision authority.

Target Company:

NEIL
NATALIE
PAYROLL
HUMAN RESOURCES
ADMINISTRATOR
MANAGER
SCOTT
Your Firm ACCOUNTIG
MARCUS
VP FINANCE MANAGER
 Earned
Media
Owned Earned
Media Media

Connect
You can send 5 free 1:1 group
messages to fellow group
members each month.

Note: You have to be a member of a group

for at least 4 days in order to send messages
to fellow group members
 Earned
Media
Owned Earned
Media Media

#4

Connect
LinkedIn Advance search lets a sales #1

rep identify and target prospects. #3

The search can be customized and

filtered by different criteria (#1) and
by a geographical area (#2). Even it
lets you find prospects and send
them free InMails with people in the
same Groups (#3). The searches can
be saved for future reference (#4).
#2
 Earned
Media
Owned Earned
Media Media

LinkedIn GROUPS STRATEGY:

Engage
CONTENT FREQUENCY OBJECTIVE
News
Articles Once to twice Value added

OWNED
Content
Videos per week / group information &
Insights data
Best Practices

Conversations
PARTY
Content

Comments on Ongoing Engagement

3rd

posts

- Sales Rep shall take time to strategize to effectively engage and participate in industry related
Groups with the goal to continuously add value in all Groups
- Videos receive 98% higher engagement rate
- 64% of Group member expect the content to be informative and insightful
 Earned
Media
Owned Earned
Media Media

Engage
There are thousands of Groups or Forums
on LinkedIn. With the objective to develop
deals, it is a great way to develop
relationships with your target audience
(peers, prospects & key stakeholders) and
improve brand recognition.

Share insights, best practices and news

 Earned
Media
Owned Earned
Media Media

LinkedIn GROUPS :

Engage Do Engage in Conversations: Customer engagement is the key to every business

success. Initiate one-on-one communication and be approachable to your
customers as you would be with friends.

Be Authentic: When you use social media without a genuine purpose to foster a
solid relationship, your half-hearted intents won’t go unnoticed.

Do add value: To become a trusted resource, always have something to give to your
customers in return for their curiosity. Create distinctive corporate marketing
messages and insights reach prospects and customers.

Don’t Broadcast: Selling is primarily about building relationships and knowing your
customers. Bombarding your audience with promotional content is far less effective
than you may think.
 Earned
Media
Owned Earned
Media Media

Share
LinkedIn is a powerful publishing
platform. Creating content such as
articles and posts on an ongoing
basis is another way to keep the
connections and increase exposure
on the company news, offering,
projects, and overall branding. There
are automatic sharing tools like
buffer.com that allowed a rep to
schedule the posts submission
without logging into LinkedIn:
 Earned
Media
Owned Earned
Media Media

Share
SlideShare is a slide hosting service,
that allows users to upload and
share publicly insights and files
(PowerPoint presentations, PDF
documents, PR releases). The slide
decks can then be viewed on the
site itself or can be embedded on
other sites. Content shall me
marketed and cross-shared in
other social media platforms to get
maximum exposure online.
 Earned
Media
Owned Earned
Media Media

Convert
Lead Conversion -
create a clear and
compelling pitch in
our company
description

https://blog.kissmetrics.com/linkedin-strategies-b2b-marketing/
 Paid Media
EARNED
MEDIA
Owned Media Earned Media
Earned
Media
Earned
Earned Blog
Media
Media
 Earned
Media
Earned
Earned
Media
Media

Reviews
For Software
Push for your
software to be
listed in the
leading reviews
websites
Earned
Media
Earned
Earned
Media
Media
Participate
Earned
Media
Earned
Earned
Media
Media
Promote Free
 Paid Media

PAID
MEDIA
Owned Media Earned Media
 Paid
Media
Earned Earned Advertise in Trade
Media Media
Associations
 Paid

Advertise in Specialized
Media
Earned Earned
Media Media
Trade Websites
 Paid

Advertise in Social Media

Media
Earned Earned
Media Media

Top Social Media Channels

for B2B Advertising

Source: http://marketingland.com/study-21-marketers-tracking-content-marketing-results-102263
 Paid
Media
Earned Earned
Promote Website
Media Media

Source: http://pointblankseo.com/what-is-seo/
 Paid
Media
Earned Earned
Promote Website
Media Media

Source: http://pointblankseo.com/what-is-seo/
SOME FINAL WORDS …
NEW SALES STRATEGY: EXPECTED RESULTS
• Sales Initiatives

Revenue • Social + Paid + Earned

Impact Media Campaigns

Farming

Fishing Hunting

Strategic Impact
 Convert your overall message of:

HOW DO WE SELL OUR PRODUCT TO 1,000 ACCOUNTS ?

To

HOW DO WE SERVE 1,000 PEOPLE ?

THE APPROACH:

LIFE IS
DIGITAL
WITH A HUMAN TOUCH

- Jonathan Donado
 Connect with me

If you like this presentation, please give

a ”Like” on SlideShare. It’s much
appreciated !

Twitter.com/donadosays

Jonathan Donado
Bilingual senior general management
Linkedin.com/in/jonathandonado
executive with expertise in international
business and Mergers & Acquisitions (M&A)
o Education:
- Senior Executive Fellow – Harvard University
- MBA – IESE

o Certifications:
- Six Sigma Black Belt (CSSBB) – ASQ Certified
- PMP
- Agile (ACP) – PMI Certified
52
THANK YOU

by Jonathan Donado