Category Archives: Sales

Webinars Ranked Among Top Lead Sources for Conversions

Our partners at Ascend2 Research recently completed the report entitled “Lead Generation to Increase Conversions.” The survey was conducted to find out what types of lead generation forms produce the highest rate of customer conversions. Marketing professionals from B2B and B2C companies responded in favor of content downloads and webinars as the top two sources for lead generation in 2017.

Here’s a one-minute clip from ReadyTalk’s webinar with the American Marketing Association entitled, Increasing Conversion Rates: How Gated Content Quickly Turns Leads into Customers.

When asked specifically about gated content, the majority of respondents chose webinar registrations and download forms as the primary drivers of customer conversions. As a guide, here at ReadyTalk we’ve found that webinar registration forms perform the best when only four to five fields are present. This gives the sales team enough info to follow up by territory and business size, but also prevents the visitor from refusing entry by being asked to many questions.

Want to qualify and convert more of your leads? Click below and try ReadyTalk Webinar today!

CloudTalk: SaaS Sales in the Value Rep Business

Patrick Wiley has made his rounds at ReadyTalk for nearly a decade. Starting with the company as an account executive, he’s worked every stage of the buying cycle and continues building partnerships across the U.S. Now Director of Carrier Sales and Business Development, Patrick refers to himself as a “humble expert” in the SaaS and Unified Communications marketplace. Between training for ultramarathons and Ironman races, he loves improving his industry knowledge and building value in the ReadyTalk brand every day in order to win.

Q: Would you say there’s a high degree of problem solving with your job?

A: We work in an incredibly competitive business landscape and every situation is different. Saying that, I must keep my knowledge sharpened to provide the best solutions for our customers and partners. That means that I need to know about other companies’ products and services and figure out the best ways to position our solutions. I’m constantly researching and asking questions. Having a consultative sales approach not only provides a deeper level of trust, but also concludes with the customer buying the right solution to fit their company’s needs.

Q: Who are your primary business partners?

A: I work with over 40 account directors and account managers at the enterprise level. They’re responsible for selling our suite of solutions including a multitude of our competitors’ products. But that’s the great part about my job — I have to know when our product(s) are going to be the best fit for their needs. That’s when it’s very important for me to know every granular detail about our functionality and our competitors. We have four major lines of business, each with their own set of base features. But with every one of our products, there are unlimited combinations of à la carte options suited for each individual buyer. That’s the beauty of our products, they can accommodate so many different users and situations.

Q: Why do you refer to yourself as a “humble expert?”  

A: First off it means I am self aware enough that I don’t know everything. But, I am smart enough to tap into the many incredibly intelligent forward-thinking people I’m surrounded by at ReadyTalk. When I’m brought into a sales discussion I’m there representing more than one company. I speak for the carrier and the representative first, however I do my best to deliver the message with the ReadyTalk ethos which is the “wow” factor. That creates an interesting dynamic because I need to be thoughtful about what all parties can deliver, and even what they can’t. I’m the voice for the carrier team, so giving a measured account of our services is critical to everyone involved. The good news there — ReadyTalk has ALWAYS been customer centric. We tend to act this way naturally.

CloudTalk: Hotel Boiler Room and Customer Comedy

Meet Chelsea Langen, a ReadyTalk Account Executive with stories even Wes Anderson couldn’t write. For over a year Chelsea has created relationships with a variety of customers — some with traditional conferencing needs and some that were a real bugger. When she’s not camping or playing with her Golden Doodle, you’ll find her problem solving and coming up with the best ways to help her customers. Here’s Chelsea’s first-hand recap of her most memorable experiences on the sales team.

 

Q: What’s the most creative use for a web meeting that you’ve encountered?

A: Not long ago we had a bug exterminator that wanted to use our video sharing platform with his clients. For real. Basically, he wanted to be able to diagnose bug problems in a customer’s house over video. To each their own, go for it.

 

Q: Why do you love working at ReadyTalk?

A: I really think my coworkers are an awesome group of individuals. It’s a talented team of friendly and outgoing people. In a given week, you often spend just as much time at work as you do at home so it’s great to be around fun people.

 

Q: What was your best day at ReadyTalk?

A: I’ll tell you about the best (read: most random) deal I ever closed. On New Year’s Eve last winter I was driving back to Colorado from Michigan and stayed for a night in a cheap hotel room. Middle of nowhere in Nebraska and snowing. I had a deadline and needed to close the account before the end of the year. So, in spite of my surroundings — dark room, shag carpeting — I was able to find my customer the webinar package that they wanted. ON NEW YEAR’S EVE. Apparently I like cutting it close. Haha.   

 

Q: What are the most common products that you sell to any given customer?

A: Across the board. I’ve worked with new and existing accounts on all of our lines of business. I guess the majority would be webinars and our collaborative services. I’m also super excited to be working with clients on our unified communications product.

 

Q: What do you like most about your job?

A: Being able to create unique solutions for customers, especially those who have struggled with competitor products in the past. I really do love that. If they’ve used someone else’s webinar or web conferencing platform but had a bad experience, I truly enjoy providing excellent customer support. Thankfully, our customers are easy to work with!

Here’s what one of our customers has to say about working with the ReadyTalk team!

Marketo Summit Learnings: The Engagement Economy

The ReadyTalk team has returned from the 2017 Marketo Summit – we’re thankful for the wealth of knowledge we gained at different sessions, the friendly faces of customers and other visitors who stopped by our booth and the ever-popular sounds of Train to wrap up a great week.

The primary theme that rose to the top after our four days at the Marketo Summit is engagement. Marketo posits the idea of the Engagement Economy. The Engagement Economy is the convergence of sales and marketing, buyers and sellers, management, partners, prospects, and all other stakeholders in the business world. In order to succeed, companies need to create a more personalized and more meaningful experience for their buyers than ever before. In this new world, there are three cardinal rules: listen, learn and inspire.

Rule #1: Listen

This oft-forgotten behavior is vital in the Engagement Economy. It’s more than reading suggestion box submissions, escalating customer complaints and checking out your latest NPS score. Now more than ever, we need to be aware of how customers interact with our brand or company virtually and indirectly. During a panel discussion, Penny Wilson, CMO at Hootsuite, put it best when she said, “Now it’s time to empower your whole organization. You need to give your whole organization the tools, training, and content to engage with your customers. You can have them really work in social harmony with your customers.” Here at ReadyTalk, we are active listeners. We empower our client-facing teams to be active on social media and use it to consume and share relevant content, keep a pulse on what is important to potential buyers and stay in the know on the latest buzz. This turns social media like LinkedIn and Twitter into forums they can use to strike up meaningful conversations. Everyone is a brand ambassador and everyone plays a role.

Rule #2: Learn

It’s been said that we should never stop learning. From where we sit, this means continuously learning what “value” means to our customers and creating it. In today’s technology-driven world, there is a plethora of data we can use to make meaning and seek understanding. In addition to what we learn through listening, data allows us to learn about our customers and prospects in ways we couldn’t before. The need for greater understanding is leading to new concepts like account-based marketing, and new tools to support these concepts, like Marketo ABM, which was announced at the Summit. We have learned that, like most things in life, marketing is not “one size fits all.” We keep learning at ReadyTalk by working in cross-functional teams, which allow us to collaborate, share experiences, align our goals and keep progressing as a business. It’s a great feeling to sit in a room with an account executive, a marketing manager, a product manager and an engineer and work together to solve complex problems that are easily broken down into digestible parts with our varied talents and perspectives, resulting in a deeper understanding for us and better experiences for our customers because we’re delivering what matters to them.

Rule #3: Inspire – You inspire through engagement. Despite the importance of data and the rise of technology, nothing replaces personal human interactions, as we learned from Cvent CEO Reggie Aggarwal. While his business is centered around live events, and ours around web events, we here at ReadyTalk certainly share his view on the importance of 1 on 1 interaction to help engage customers and prospects. These interactions add up to relationships and relationships create value. This is engrained in our company’s culture and it is the primary way we engage with our customers. Our Customer Care and Event Services team (and all of us here, for that matter) truly care about creating memorable experiences and forming meaningful relationships with our customers. Simply put, our customers’ success is ours as well. I could tell countless stories of ReadyTalk Event Managers providing a little extra support and guidance for a first-time webinar organizer or cracking a joke during pre-conference to calm their nerves, or a Customer Care team member providing expert advice during a critical moment and going the extra mile to ensure a worry-free meeting. We want to be more than just your webinar provider; we want to inspire you to do your best work by taking the potential stress of technology off your plate and making it as easy. We will gladly step in as a technical trainer, trusted advisor, or a sounding board for your ideas as you plan your perfect webinar program.

The bottom line? The days of traditional sales tactics and marketing plans are over and it is changing the way all of us do business. The engagement economy requires increased attention to what really matters, heightened focus on data and broader and deeper relationships across all stakeholders. This results in better outcomes for businesses and buyers alike – we might even call it harmony.

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