Lead Nuturing 1 Definition the process of cultivating

Lead Nuturing 1. Definition: the process of cultivating filtering leads 1

Lead Nuturing 1. Create educational and entertaining content that includes CTA “call(s)-to-action” 1. Blog, Video. . 2. 3. 4. 5. 6. Share the content 1. Linkedin, Twitter, Facebook… Monitor the metrics Create new content Share the content to people who have clicked on the CTA Repeat 2

Lead Nuturing through e-mail and inside sales 6 Step Call Process (Inbound Lead)* ◦ Day 1 Call - v-mail and e-mail � Day 2 Email with valuable information and CTA (call to action) � Day 4 Call - v-mail and e-mail � Day 7 Email with valuable information and CTA (call to action) � Day 12 Email with valuable information and CTA (call to action) � Day 14 Call- v-mail and e-mail * If a demo is requested it should be followed up within 5 minutes whenever possible.

Read Orchestra Case � www. genefay. wordpress. com � What could they do differently or better 4

Go to � www. verdasys. com � www. unitrends. com ◦ Show Google results 5

FVF Methodology for Inside Sales and Social Media

Clients 7

Sales Velocity Recruit + Training = Sales

Recruiting Entry level inside sales people are getting harder to recruit in Boston � Recruiters – Treeline and others � Bonus current employees to refer a friend � College job fairs � Social Media

KPI Dashboard (Display in Office) � By ◦ ◦ Rep Calls Connects Demos New forecasted deals �# and $ ◦ Bookings

Weekly Schedule � Monday – sales kickoff ◦ Sales and marketing combined meeting � Tuesday - sales training � Wednesday- 15 minute hump day meeting � Thursday –Thirsty Thursday � Friday - Pipeline Review

Training Books � AE � SE � BDR

Pentagon Team Structure SE AE BDR Team Name (Let the team come up with this) Senior BDR

Sales Manager and SE Manager SE AE SE BDR Team Name Senior BDR BDR Team Name Senior BDR SE AE AE BDR

BDR Goals � Schedule one demo a day � 100 -150 dials (depends on if you have them entering stuff into SF. com � 10 Connects ◦ 4 minutes of talk time � 1 demo scheduled

Comp Plans Booking Office Hours: 8: 00 AM 5: 30 PM BDR 1 AE $0 TBD $50 K Salary +$50 K Individual Commission Annual Comp $35 K (45 hours) $40 K Pay per hour $14. 25 $16. 25 Overtime $21. 38 $24. 38 50 hours $40, 757 $46, 477 52 hours $42, 981 $49, 013 In MA inside sales people must be paid Hourly

6 Step Call Process (Inbound Lead)* ◦ Day 1 Call - v-mail and e-mail � Day 2 Email with valuable information and CTA (call to action) � Day 4 Call - v-mail and e-mail � Day 7 Email with valuable information and CTA (call to action) � Day 12 Email with valuable information and CTA (call to action) � Day 14 Call- v-mail and e-mail * If a demo is requested it should be followed up within 5 minutes whenever possible.

5 Step Call Process (Outbound Lead) • Source lead (Linked. In, School Directory… and enter into excel or SF. com) • Day 1 Call -v-mail and e-mail � Day 3 Call -Leave v-mail and auto e-mail � Day 5 Call- Leave v-mail and auto e-mail � Repeat 30 days later

Contests (Individual and Company) � Incent all employees to help sell and have some be individual, team and company � Ways to incent ◦ ◦ ◦ Bike Money Dinner Amex Gift Card Apple Gift Card

Cold Call Pitch Hello PROSPECT NAME. This is SALES REP NAME with Akiban. Did I catch you at a bad time or how are you today? I know you were not expecting my call so I promise to be brief and quickly tell you about Akiban (add value prop). Can you tell me a little bit about your process?

Sample v-mail (From Matchbox) � Hi PROSPECTS NAME, this is SALES Rep’s NAME calling from Matchbox. net. I am a client service rep and I know that we can help you increase application review process by 25% and in turn shorten the time it take to get out early admissions. Schools like MIT, UCLA and University of New Haven (customize based on school) have seen these exact benefits by automating their application review process with Matchbox. net I would like to talk in more detail about your current initiatives and determine if we can help you achieve similar success. Call me back when you have a few minutes to chat, xxx -xxx, I look forward to your call.

Social Media Game Plan

Social Media Methodology 1. Pregame 2. Execute 3. Measure

Pregame Define goals and objectives of social media adoption. � Set up Twitter, Facebook accounts and join Linked. IN groups that pertain to defined market � Create 20 blog ideas ◦ Have 5 blogs ready to publish before launch � Create 10 video ideas ◦ Have 2 videos ready to publish before launch � Create 5 webinar ideas � If you just leap into the fray, you’ll get burnt out from information overload or establish poor habits quickly and the campaign will end badly. You have to have a strategy for moving into this area, and you have to be disciplined about staying with it, even when the stats aren’t going your way.

B 2 B Social Media Methodology � New Blogs: 1 -2 a week � New Videos: 1 a month � New Webinars: 1 a month � Twitter feed: 2+ times a day � Linked. IN update: 2 times a day � Linked. IN groups: 1 time a week � Facebook: 3 times a week � Youtube: 1 a month

Measure � The great thing about marketing today is it can and should be measured and metricdriven. � We have been successful with Google Analytics and Hubspot.

It all comes down to content � Social media is not about spamming your feature lists to any followers you gain. � Social media is about making your message entertaining, educational and valuable to the person who reads/watches it. ◦ Define industry problems and trends ◦ Make them laugh ◦ Don’t be afraid to get away from your products

Make your content: �Valuable �Easy �Prominent �Action-Oriented

Find places to distribute it • Company blog • Podcasting • Video Series • Webinars • e. Books • White Papers • Press Release • Apps

Some different content we created at Nine Technology 9/9/2021 | 30

Blogging Best Practices � Create compelling content ◦ Educate and or entertain � The title is as important as the blog � Find a voice ◦ Should sound like it was written by a person not a committee � Be consistent ◦ Once a week 9/9/2021 | 31

Blogging Best Practices (con’t) � Take risks � 250 -500 words is plenty � Use pictures ◦ Including a picture of the writer � Make you site social ◦ Add Share button to all content 9/9/2021 | 32

Marketing is now about metrics 9/9/2021 | 33

Marketing is now about metrics (con’t)

Point people Although social media needs to be a systemic and philosophical idea, consider finding someone who can manage content creation. This person should have some flexibility in asking for contributed content and being allowed to edit for style, length, and clarity. This person also needs to have an internet instinct.

Characteristics of the point person �Digital Native �Analytical �Reach �Content Creator

Conclusion � Implementing a process oriented sales and marketing approach will give you the best chance at success