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Seven Steps to Marketing Success Š Copyright Espresso B2B Marketing 2011. All Rights Reserved.

Seven Steps - Overview A few years ago people noticed a fundamental shift in the way companies bought products and services. Gone are the days when cold calling to generate leads was effective. Gone too are traditional selling cycles where sales executives could orchestrate the whole process from first meeting to contract signing. The internet changed all that. Today buyers prefer to research products and services online, seeking to educate themselves rather than be sold to. Companies that demonstrate thought leadership – engaging in educational exchanges with prospects rather than ‘selling’ to them – are more successful at winning clients. Permission-based content marketing is here!

In response to these changes, Espresso B2B Marketing developed a go-to-market program called

Seven Steps to Marketing Success


© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

Seven Steps to Marketing Success 1

Build the Foundation for Success


Get Found and Generate Leads


Generate Great Content to Capture Interest


Attract Targeted Traffic: Blogging plus Social Media


Widen Audience With an Outreach Program


Implement Lead Progression and Nurturing


Support the Direct Sales Team


Š Copyright Espresso B2B Marketing 2011. All Rights Reserved.

1. Build the Foundation for Success Going to market with an undifferentiated message will lead to disappointing results! Before launching sales and marketing programs, it’s important to develop a unique value proposition―something that separates you from the noise of the market. The value of your solution can only be measured by the way it helps people solve business issues and challenges.

Foundation for Revenue is an on-site or remotely run program that has been used by more than 100 companies around the globe. Through this process we generate the key messaging needed for the marketing campaigns, including: • Sales frames that capture target buyer’s pain points. • A unique selling proposition.

To build go-to-market messaging that resonates with targeted buyers we developed a process called Foundation for Revenue by Espresso.

• An articulation of value that will resonate with target buyers. • A description of the buyer’s journey with sales provocations and progression points.

“The program is just outstanding. When you think about it, it’s a tremendous accomplishment in just 2 half days!” Channel Executive IBM Systems & Technology Group


© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

2. Get Found and Generate Leads Get your website found, then convert visitors into leads. Implementing search engine optimization correctly will get your website found for the products and services you offer.

The key steps in this process are: • Develop compelling website content that appeals to

buyers and reflects your unique value proposition.

Once at your site, buyers need to see educationally rich content in order for them to engage with you. This content must reflect value and how your solutions help solve business issues. Through this process, you embark on a journey of converting website visitors into new leads.

• Create optimized content so that your website ranks

highly for selective keyword phrases. • Use call-to-action buttons and landing pages to

‘progressively reveal’ informative content to engage site visitors. • Establish web tracking methods to identify new

opportunities and leads.

―We hit page 1, position 1 on Google for many of the keyword searches we targeted – and soon after got our first lead through the website.” Matt Moylan General Manager Espresso B2B Customer 5

© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

3. Generate Great Content to Capture Interest Today’s buyer is looking to be educated before being sold to. In this step we develop compelling content to secure your thought leadership position. Content that is perceived as too sales-like, irrelevant or out of sequence with the stage in the buying cycle could reduce your chance of winning a deal by up to 45% (according to Marketing Sherpa). Content that demonstrates your knowledge and understanding of the target buyer’s key challenges will establish you as thought leader ̶ positioned to generate leads and convert leads into sales.

Promoting killer content can be done in a number of ways, including: • Create E-books, white papers, articles and company

collateral that are informative, educational and relevant. • Use the Sales Frames and messaging components

developed in earlier steps to highlight your unique selling proposition. • Build a content strategy map. Match the content created to

the key phases in the buying cycle. • Distribute content through the website, outreach programs,

webinars and seminars.

“The outcome of working with Espresso B2B has been a complete transformation of our website … taking something that was quite lacking with no lead generation ability and turning it into a very professional and value focused website that is already driving outside leads!” Mark Middendorf Output Solutions Architect Espresso B2B Customer 6

© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

4. Attract Targeted Traffic: Blogging plus Social Media Use blog publication and social media tools to develop a ‘following’ and drive traffic to your website. With your website optimized, and great content available, you’re now ready to engage in a full inbound marketing program to drive more qualified traffic to your website. Blog articles promoted through social media will dramatically increase traffic to your website—but more importantly, it will be traffic that is interested in your blog and social media topics, making it highly qualified.

To build a following of potential buyers, we recommend that you: • Publish at least one new blog article each week. • Join a number of social media sites and build a following

in Twitter, Facebook and Linkedin. • Promote blog publication through a number of social

media channels to ensure the largest possible audience.

Espresso has been able to show many IBM business partners how to rework their messaging and web sites to get new prospects from inbound marketing. And then Espresso shows them how to get those leads through a progression pipeline. It is good stuff.” Keith Myer Marketing Program Manager, IBM 7

© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

5. Widen Audience With an Outreach Program Use email marketing to promote educational content―use targeted direct calling to move opportunities to sales ready status. Use email nurturing and progression programs to move leads through the stages of the buying cycle. Matching the content you share with the appropriate milestone in the buyer’s journey, combined with provocation points and call-to-actions, is a great way of advancing leads to sales ready status.

The key components in this step include: • Build and run a series of email campaigns with

messaging and content tied to the key steps of the buying cycle. • Enter into an electronic dialogue with targeted prospects

and progress the leads through a process of sharing educational and solution oriented content. • Make direct calls into targeted companies to set

appointments for your sales team.

The program has a unique mix of vision and execution skills that leads to a winning formula on how to go to market to win new prospects. It provides best-of-breed lead generation with little time consumption for the clients.” Alan Probert Head of Channels Espresso B2B Customer 8

© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

6. Implement Lead Progression and Nurturing Implement a formal and ongoing process to progress and nurture leads – ensure a steady stream of qualified leads for the sales team. Many buyers prefer to conduct online research early in the sales cycle and delay first contact with a sales person. As a result, they are less likely to respond to a cold call or meet with a sales person early in the buying cycle.

The key steps for progression and nurturing include:

Lead nurturing is the practice of matching the content you share with the information buyers are seeking. Lead progression is the process of conducting a digital conversation with buyers to advance them to a position where they are ready for the first face-to-face meeting.

• Develop a process to assess stage in the

• Create a marketing funnel focused on lead

development. buyer’s journey and match content to buying stage. • Establish progression points and provocations

that seek to advance the lead towards salesready status.

“Thanks for a well-done, professional job! The campaign will result, I believe, in one to three new customers (one sale already closed!) and increased visibility with all the other prospects.” Barry Nashen Espresso B2B Customer


© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

7. Support the Direct Sales Team Many leads fall into a ‘chasm’ when passed from marketing to the sales team. Far too often, marketing passes leads to sales too early in the buyer’s journey. This clogs sales funnels and distracts the sales team from their prime objective – meeting with prospects and clients.

This includes: • Establish a formal and agreed definition of a sales-

ready lead. • Maintain a separate marketing funnel that nurtures and

progresses leads. By developing an agreed definition of a sales-ready opportunity, you can move all non-sales-ready leads into a separate marketing funnel. This increases the efficiency of the sales team, and ensures that no leads get ignored!

• Implement a process for moving leads from the

marketing funnel to the sales funnel when they are ready to meet with a sales person – and from the sales funnel to the marketing funnel when they fail to progress.

This program has contributed to over 300 leads, improved lead conversion rates and launched active sales cycles, which have resulted in closed business. Jared Wells Account Manager Espresso B2B Partner


© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

Conclusion As a result of using this seven step process companies have:

       

Increased traffic to their website. Generated new leads from website traffic. Established a thought leadership position in chosen markets. Engaged in successful digital conversations with companies that are reluctant to meet face-to-face. Improved sales team productivity. Increased lead-to-win rates. Generated more revenue. And lowered the cost of lead generation!

WAY TO GO, Espresso!!! Seriously, this is AWESOME. I am very excited for our campaign and I think you really nailed it! Joy Spicer President Espresso B2B Customer


© Copyright Espresso B2B Marketing 2011. All Rights Reserved.

Thank you Contact Information Dave Brown 650.291 1001

Mark Lennon 650.346.9683


Š Copyright Espresso B2B Marketing 2011. All Rights Reserved.

Seven Steps to Marketing Success  
Seven Steps to Marketing Success  

Marketing strategy e-book. B2B buyers' habits have changed. It you don't change your strategy to account for these changes, prepare for miss...