Esitykseni Ohjelmistoyrittäjien myynnin iltapäivässä 13.1.2015 aiheena "Miten huippumyyjät käyttävät sisältöjä ja SoMea hyväkseen myyntityössä?"

1. HUIPPUMYYJÄN
SUPERVOIMAT
@anttipietila
Antti Pietilä
Loyalistic Oy

2. Ostokäyttäytyminen on muuttunut. Miksi myynti ei
ole?
OSTOKÄYTTÄYTYMINEN ON
MUUTTUNUT.
NIINPÄ MYYNNINKIN ON
MUUTUTTAVA.

3. Myyntijohtajan
märkä uni
on edelleen
soittotehdas

4. Outbound
[SALES DRIVEN]
Inbound
[CUSTOMER DRIVEN]
Lead Target group Need & Interest
Initiative Cold Call: disrupt & disturb Need driven
Information delivery Meetings, email, phone (sales controls) Blogs, ebooks (customer controls)
Availability Available, but offline Unavailable, but online
Channels Phone, Email LinkedIn, Facebook, Twitter, WhatsApp,
Blogs, YouTube...
Content Brochures, slides Valuable Educational Content
Service At a desk, during business hours Anywhere, anytime
Influencers Competitors Friends, Influencers
Process Sales (we own) Purchase (customer owns)

5. “Jos neuvotteluhuoneen
ovella olisi jono
asiakkaita, joilla olisi
meille sopiva tarve,
saisimme todella paljon
kauppaa.”
Erkki Tuomi / Pro Growth

6. New
customers
Repeat
customers
Social
Search
PR
Events
Visitors
Leads
Sales-ready
leads Trial/Initial
purchase
Full
potential
Customer SuccessAcquisition
Conversion
Inside Sales (SME)
Content Factory
Corporate & Enterprise Sales
Nurture NurtureNurture Nurture Nurture Nurture
Virality Loop
INBOUND SALES MODEL
Blog
Landing
pages
Web SiteDownloadable
Content
© 2014 Loyalistic Oy, Antti Pietilä
Recommends
Gamification & Rewards
MaximumCustomer
Value
Onboarding
Renewal
Repurchase
Up & Cross-
selling
Advocate
Growth Hacking

7. Build your professional network
✓ Find and engage with leads &
influencers
✓ Provide value (sharing)
✓ Be active (interact)
✓ Build professional yet personal
brand (curation)
✓ Understand customers
(listening, intelligence)
Demonstrate expertise
✓ Build audience
✓ Provide value before asking
✓ Capture leads
✓ Be found
✓ Nurture to the next level
Content Social

8. Social Networking is ... lot like Networking
Know when they shouldn’t be
reached
Reach when they cannot be reached

9. Best for leveraging your business
network
Will it replace CRM?

10. Twitter
For expanding network
Especially influencers,
journalists, partners, new
markets...

11. Facebook
Friends and acquaintances
Best for building closer, more
personal relationships.
Great for communications

12. Content Curation: Tools & Workflow
Feedly
BLOGS & NEWS
15 min per
day
news readers apps
“read it later” app
note keeping app

13. Blog is your Content
Hub Blog is a media YOU own.
Nothing else is!
Publish all content also in
your blog: Embed your
YouTube videos,
Slideshares…
Blog is your Search Engine
Optimization (SEO) Strategy
Blog is your newsletter
content creation process

14. Capture leads with Ebooks

15. Lead Path
Blog post Landing Page Thank you -page
Thank you -email
Your Premium
Content
Call-To-Action button
1st nurture email
2nd nurture
email
3rd nurture email
day 1 day 3 day 5