NVTC is inviting members and industry leaders to serve as guest bloggers, sharing insights and information on trends or business issues relevant to other members. This week, John Beveridge of Rapidan Inbound shares insights both on closing deals as well as developing a business that you want to close from the Nov. 20 Small Business and Entrepreneur and Business Development, Marketing & Sales joint committee event.
- One of the most difficult things for tech companies, or any company, for that matter, is creating revenue from your technology. Unfortunately, it’s not a matter of build it and they will come.On Thursday, November 20, the Small Business and Entrepreneur and the Business Development, Marketing & Sales Committees hosted a joint event titled, “The Art of the Deal – How Successful High-Growth Companies Close Deals.”
Hosted by Samantha Smith of Etail Eye, the event featured 3 executives from high-growth companies who shared their experiences on how to best generate revenue. Panelists included:
Marty Kaufman, VP of Operations, WeddingWire
Chris Marentis, CEO, Surefire Social
Carolyn Parent, Chief Experience Officer, Gravy
The panelists shared insights both on closing deals as well as doing the things you need to develop business that you want to close. Here are some of the tips the panelists shared.
- A good way to start developing business is to develop your personal brand as well as your company brand. Creating good content is a great way to develop your personal brand and anyone can do it. Chris Marentis started Surefire Social with an eBook.
- Economic down times create opportunities for new businesses. Carolyn Parent recommended that new businesses take what they can get and show results quickly. You may want to land that Fortune 500 account, but if a good SMB opportunity arises, take advantage of it. To close business, find some way to show them value quickly, even if it’s just a needs analysis.
- New businesses can take advantage of sales technology to qualify new business opportunities. Marty Kaufman shared how WeddingWire’s data scientists use predictive analytics to help them target their business development resources to maximize revenue. Don’t overlook the affordable SaaS sales technology resources available to you.
- Depending on which market you serve, your sales strategies will vary. B2C companies should look to create viral buzz around their products and services while B2B companies should position themselves as valued business partners to their customers. The B2G market moves at a glacial pace and sellers need to be early to the party.
These were just a few of the insights the panelists shared at the event. Want to learn more about business development, sales and marketing? Come to the next committee meeting on December 16.
Share and Enjoy
On April 10, the NVTC Business Development, Marketing and Sales Committee held an event entitled “Lead Generation Technology Forum: How to Maximize Your Pipeline.” The event featured a distinguished panel of industry experts and end users, and offered ways to utilize automated marketing and lead generation solutions. John Beveridge, a vice chair of the committee, shares insights from the event below.
The business buying process has changed: a recent study by the Corporate Executive Board found that the average business buyer completes 57 percent of her sales process before ever contacting a salesperson. The NVTC Business Development, Marketing and Sales Committee recently held an event to help business deal with this new business reality.
Marketing executives from Deltek and Sonatype, along with industry representatives from Marketo and Vocus shared their thoughts and experiences on using marketing automation technologies to fill their pipelines and nurture their leads through the customer acquisition process.
The panel shared several insights with the audience:
- Digital marketing is a process, not a product. Companies starting out with lead generation technology will need to transform their approach. You may need to reconfigure your team’s skills and learn new technologies to successfully implement a digital marketing process.
- Prior to starting a digital marketing program, it’s important to know who you want to reach and to make sure you have the technology tools to accomplish your mission.
- Digital, or inbound, marketing is based on the premise of attraction. It matches the modern buying process by providing potential buyers with educational content as they perform pre-purchase research.
- One of the primary advantages of digital marketing is that it provides intelligence on your lead’s behaviors, which empowers sales people with information to make their outreaches more meaningful to buyers.
- Digital marketing simplifies the marketing process by automating tasks like email marketing, lead nurturing and lead scoring.
- Educational content like blogs, whitepapers, eBooks, webinars and videos are the fuel that runs lead generation technology. Companies considering digital marketing need to create high-quality content that educates their audiences and helps move them to a buying decision.
- Digital marketing software lets companies measure every element of their lead generation process and optimize their process based on marketplace feedback.
Interesting in learning more about lead generation technology and other business development issues? Become a member of the NVTC Business Development, Marketing and Sales Committee.