Michael White

How Motarme Helps Reduce Your Sales Costs

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Motarme provides a software system for sales prospecting and sales lead generation for business-to-business companies.

Our system helps you plan and execute lead generation campaigns that target bigger, higher-value opportunities

One of the questions we are asked is “In the current climate, companies are trying to cut costs. How does Motarme help with that?”

Well, we help reduce costs in a number of ways.

Firstly, companies that previously relied on trade shows and in-person sales events are also looking at reallocating that budget in the current crisis because of travel bans and lockdowns.

Not only is it cheaper to work with us instead of spending money on trade shows, our solution is more effective at generating high quality sales leads.

Secondly, we act like a “virtual sales prospecting team” for our customers. In most cases it is cheaper to use us for lead generation than to hire 1 or 2 new members of the sales team who have to be trained and learn how to use various sales tools.

We also help you reduce costs by helping to reduce the time your sales team use on tedious tasks like scanning the web to find contact details.

Finally, we also help you focus your resources on your best targets, so money isn’t wasted on low-value opportunities – we help you focus on “the top of the pyramid”.

Focus your sales efforts on your best opportunities

 

 

We are Crowdfunding! – Reasons to Invest in Motarme

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Motarme is in the process of raising €200,000 –  €100k  coming from our campaign on the Dublin-based Spark Crowdfunding platform, and a matching €100k from Enterprise Ireland.

On the Motarme Spark Crowdfunding page people can invest for as little as €200 up to any amount they like. You can see the current status of the crowdfunding campaign here – https://www.sparkcrowdfunding.com/campaign/motarme

Motarme is a High Potential Startup (HPSU) client of Enterprise Ireland and raising €100,000 through Spark will help unlock a matching €100,000 from EI, giving us a total investment of €200,000.

The company is also pre-approved for the Revenue EIIS investment scheme which allows for 40% tax relief –  so for every €1,000 an Irish tax payer invests in Motarme they can get €400 back.

In the post below we outline the problem we solve, what market we are targeting and our sales projections over the next 4 years.

What Problem Do We Solve?

Motarme helps businesses to identify and connect with potential customers, helping them to grow their sales pipeline.

We have developed a web-based system to help business-to-business (B2B) companies with sales prospecting.

We sell this solution to B2B software, technology and services businesses.

Co-founders Michael White and Annmarie Doherty launched a prototype of the system in 2015 and spent three years with early clients developing a repeatable process for generating sales leads.

We have adapted the solution to help companies land bigger opportunities at ‘enterprise’ accounts, where sales cycles can take months and groups of senior executives are typically involved in a buying decision.

The Specific Problems

Motarme sales funnel

B2B companies need to generate sales.

They have adopted a lot of tools and tactics in the past decade.

But lead generation is still unpredictable.

The process is spread across a lot of different systems – inbound marketing, social media, display ads, email marketing …

Tactics like inbound marketing focus on individual leads, not groups of business buyers.

These tactics work for lower value sales but not high value B2B sales.

 

Problem – Peaks and Troughs in Lead Generation

Peaks and troughs in sales lead generation

Additionally, companies typically experience peaks and troughs in their lead generation.

For example, someone goes to a trade show, picks up a spreadsheet of email addresses that causes a flurry of activity.

Then things die down again until there is a panic 3 months later because the sales pipeline is empty again.

Problem – Targeting Individuals, Not Accounts

Most B2B sales and marketing tools focus on targeting individuals at different companies.

That approach works for lower-value, transactional deals.

But buying decisions in businesses for high-value deals are made by groups of buyers at an account – anywhere between 4 and 8 people typically.

 

Problem – Focus on Volume of Leads, Not Sales Results

Motarme sales lead generation funnel

A lot of B2B companies focuses on the volume of sales leads they generate, not the sales results from those leads.

So Marketing units are focused on generating lots of web inquiries.

But Sales teams are driven nuts by the low quality and poor fit of those leads

Problem – Inconsistent Sales Messaging

Inconsistent sales messaging

Buyers are often targeted with different messages on different channels.

They get an email saying one thing about the company.

Then see a display ad that says something else.

And then see Social Media posts with another message.

Problem – Finding it hard to “Cut through the noise”

And because of the increased adoption of inbound marketing in the past decade, sales teams find it hard to “cut through the noise” when trying to contact senior executives at large organizations.

Problem – Companies struggle to land bigger deals

This means that today companies struggle to land bigger deals because they use tools and tactics that focus on individuals, not groups of buyers.

Our Solution – Account Based Sales automation

Motarme Account Based Sales solution

Motarme’s solution focuses on groups of buyers at an account (company), not just individuals

Our solution helps you to

  • identify the best companies to target and then
  • find the best people at those companies to contact.

We help you plan a campaign to connect with those companies in the most effective way.

And we execute that campaign for you across multiple channels including–

  • email,
  • phone,
  • display ads and
  • direct mail

delivering a consistent message each time.

Focus your efforts on your best targets

Focus your sales efforts on your best opportunities

Our solution helps you focus your efforts on your best targets – the companies at the top of the pyramid

These are the 10 or 20 companies that you think are a great fit and present a big opportunity but where you have to work harder to connect with the key decision makers.

Automate Tedious Information Gathering

Motarme automates tedious sales tasks

Experienced sales people should focus on converting bigger opportunities.

They shouldn’t waste time scraping websites or scouring spreadsheets to find email addresses and phone numbers.

The Motarme solution automates tedious tasks like this to free up your sales team’s time.

Drive Consistent, Targeted Messages to High Value Accounts

Drive consistent sales messages

Motarme helps you drive consistent messages to the people you are targeting.

You can communicate the same key points across email, direct mail, phone and social media.

Target Bigger Opportunities

Target bigger sales opportunities

The combination of

  • focusing on your most promising accounts,
  • targeting groups rather than individuals,
  • having consistent messaging and
  • using multiple channels

helps you target and win bigger opportunities.

Make Better Use of Your Sales Team’s Time

Better use of your sales team's time

Focusing on the best opportunities and automating a lot of the steps in the process helps you make best use of your sales team’s time.

Market Size

Account Based Sales Market Size

This is a big and growing market

Overall the market for Account Based sales solutions is growing at 12.9% and is projected to be worth €1.19 billion in 2021.

The market is driven by the increasing focus on online sales technologies among B2B companies.

The current Coronavirus crisis will drive companies to explore new ways of selling now that trade shows and in-person sales visits are being restricted and travel bans are in place.

This increasing focus on remote sales will drive uptake of Account Based sales technology.

Traction and Projections

Motarme sales projections

With a foundation of licensed customers already in place, we are targeting a total of 28 customers in 2020

We will grow this to 76 customers by end 2021.

We forecast €1m revenue by the end of 2021.

And this will grow to over €4 million sales and 280 customers by 2023.

These numbers are achievable and based on reasonable assumptions.

Purpose of Funds

Motarme purpose of funds

We want to raise €150k through this campaign.

This will in turn unlock a further matching €150k from Enterprise Ireland, giving a total investment of €300k.

We plan to allocate 40% of that to hiring sales and marketing staff to help us accelerate sales.

We will allocate about 40% to implementing innovative new product features.

The remaining 20% will be used to build out our operational infrastructure to support faster growth.

Motarme has also been approved by Revenue (the Irish tax authority) for EIIS investment, so Irish investors qualify for 40% tax relief.

This means if you invest €1,000 euro, you’ll get €400 back in tax relief.

A Great Market, Proven Demand and an Ability to Deliver

Motarme reasons to invest

Businesses need to generate a steady flow of sales and they need a solution like ours to help.

We have identified a great market.

We’ve proven there is demand for our solution – we have acquired customers and we’re generating revenue.

We have shown we can deliver both sales and working technology.

We are a High Potential Startup (HPSU) client of Enterprise Ireland.

Raising €150,000 in this campaign will unlock a further €150,000 from Enterprise Ireland, enabling us to accelerate sales and deliver rapid growth in the coming 3 years.

And with EIIS approval from Revenue, for every €1,000 you invest you get 40% of your investment back as tax relief

Check out our Crowdfunding Campaign

We have exciting plans for the next 3 years.

This is a big and growing market.

Your investment will help us build a successful and fast growing company that generates strong returns.

You can invest from as little to as much as you want – investments have ranged from €200 up to €15,000.

Find out more   https://www.sparkcrowdfunding.com/campaign/motarme

What is Account Based Marketing?

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Account Based Marketing (ABM) is becoming the standard approach for generating new sales opportunities for tech companies. It means selecting your top priority accounts and focusing your promotional efforts on them to drive higher value sales opportunities.

Business-to-Business companies need a steady flow of new sales leads. Over the past 15 years they have adopted a range of technologies including marketing automation, online ads and email marketing to improve sales prospecting and lead generation.

But B2B lead generation still has some serious challenges:

  • The results of some tactics, particularly inbound marketing, have been flattening out over the past few years, producing less sales leads.
  • Sales and marketing teams are finding it difficult to “cut through the noise” to identify and connect with the more senior level decision makers and buying teams. Those buyers at target companies are bombarded with a lot of messages from a lot of vendors.
  • The technologies are often managed separately, run by separate teams e.g. marketing automation by the Marketing department, outbound email by the Sales team. This means lead generation can be unpredictable, with peaks and troughs and inconsistent results, and poor linkage between sales and marketing teams.
  • Most of these technologies, like inbound marketing, work better when you are targeting short term, lower value “transactional” sales. They do not work so well for higher value opportunities that have longer sales cycles (e.g. 6 to 9 months).
  • Lead generation teams focus on individuals (‘leads’), but decisions on the buying side are made by groups of people who work together at an ‘account’ – influencers, gatekeepers, decision makers etc.

Account Based Marketing” – or ABM – is an approach that helps address these issues so you can generate higher value sales opportunities.

Some key principles in ABM are:

  • You focus your resources on your best targets. So you will be targeting less prospects, but you will be focusing on those accounts that show the greatest potential, and running a more intense campaign to them, which will deliver better results.
  • You carefully select ‘Accounts’ to target, not individual ‘leads’ – Account Selection
  • You do some homework on those accounts, so you have useful insights prior to contacting them – Account Insights
  • You develop promotional actions that are tailored toward the accounts and (in some cases) right down to the individual being contacted. – ABM Promotional tactics and Personalisation
  • You use multiple channels for your outreach tactics – not one single channel. These tactics can include business meetings, direct mail, phone outreach, email, social media promotion, online display ads and personalised web pages. – Multi channel
  • You coordinate those tactics so that you reach out in a consistent, systematic way to all the people at your target accounts – sometimes known as ‘Orchestrating an ABM Play’.
  • You monitor and measure progress and ‘engagement’ at the account level, not by looking at how individual leads react to a particular tactic (e.g. email opens or clicks on links) – Engagement

Why ABM Now?

B2B companies are adopting the ABM approach because:

  • New technologies make it easier to deliver ABM campaigns – from digital direct mail services to targeted display ads, intent data and web personalisation.
  • Deal size – Standard high volume, broad reach demand generation activities are not working for bigger deals.
  • Higher close rate – a targeted, multi-channel account-based approach produces higher close rates.
  • Targeting individual leads rather than accounts doesn’t work for longer-term sales cycles – companies have to use an “account” approach.
  • Lead generation results are flattening out from inbound marketing both in volume and quality.
  • Outbound sales teams are finding it hard to “cut through the noise” targeting individual leads using one or two channels – highly targeted, multi-channel approaches are more successful.

When do you use ABM?

You can think of your accounts as forming a pyramid, with the most valuable at the top and the lowest value accounts at the bottom.

  • For top tier ABM one-to-one accounts, those that have the highest potential value, you pull out all the stops. This means a time-intensive campaign that includes deep research, one-to-one personalization of tactics (e.g. handwritten notes sent to prospects) and carefully crafted orchestrations based on specific facts you have learned about the account.
  • For the 2nd tier ABM Lite accounts you do some account research and customize the tactics at least to the company level. However, you don’t personalise right down to the individual level and you make greater use of automation e.g. targeted display ads, email, digital direct mail.
  • For 3rd tier accounts you use a combination of outbound lead generation tactics such as outreach emails, phone prospecting, social and ads. But in these cases you don’t customise per individual or per company. You will usually tailor the messaging per industry sector and perhaps by role, but you use the same basic message sequences for large groups of targets who have the same profile.
  • For the lowest tier, you can use a standard a one-size-fits all ‘broadcast’ promotional message that is seen by a large number of individual contacts.  This will help raise awareness among broad groups of contacts but will generate less opportunities.

What are the benefits of ABM?

  • Efficiency and focus – you focus most of your time and resources on the best opportunities i.e. the accounts that are most likely to convert for the highest value.
  • Higher value deals  – using careful selection of the target accounts, plus account-specific messaging, persistent touches and multi-channel follow-up enables you to identify larger opportunities.
  • Building relationships, create business conversations – ABM lets you develop insights into the accounts and develop relevant business conversations that reflect that this is a long-term, B2B, complex sale
  • Linking your teams more effectively – ABM requires close cooperation between marketing and sales teams to deliver high impact campaigns. Running an ABM pilot program will remove barriers and build connections between the teams, leading to more effective engagement with prospects.

Find out more

If you want to learn more about ABM, or see what is involved in running a pilot, then please contact us at hello@motarme.com

Different Types of Lead Generation

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Types of Lead Generation

How do you generate sales leads? Most of us have to generate a regular flow of leads to win new business. But if you achieve results with one lead generation tactic you can get ‘tunnel vision’, ignoring other possibilities.
There are lots of ways to generate leads, but not all of them will suit your business or the product you sell. For example, some types of lead generation only make sense for high value products.
Brian Carroll, author of ‘Lead Generation for the Complex Sale’ has drawn a mind map illustrating most of the major types of lead generation. He suggests you should have a ‘portfolio’ of lead generation tactics that you regularly review, the way investors manage a stock portfolio.

Lead Generation mind map

 

Seeds, Nets and Spears

Aaron Ross, author of the book “Predictable Revenue”, uses a simple categorization of “Seeds, Nets and Spears” to describe his view of the main categories of lead generation.

Aaron Ross seeds nets and spears

  • Seeds” are leads you generate through ‘word of mouth’. For example, customer referrals or a lead passed to you by a partner.
  • Nets” are leads you acquire online through you website, blog and social media.
  • Spears” are leads you generate through outbound prospecting and lead generation.

In ‘Predictable Revenue’ Aaron Ross suggests that business-to-business (B2B) companies should focus a lot of effort on this 3rd element – outbound lead generation using dedicated prospectors and a simplified process starting with email.

Our categorization is a little simpler than Brian Carroll’s and a little more complicated than Aaron Ross.

7 categories of lead generation

We think there are 7 main categories

  • Outbound – prospecting and contact via email and phone
  • Online – driving traffic to your website and generating enquiries and leads.
  • Paid 3rd Party – content distribution networks, lead brokers, lead generation agencies, list vendors
  • Events  – tradeshows, invitational meeting, business breakfasts etc.
  • Branding & Advertising – sponsorship and advertising in mainstream media, analysts etc.
  • Direct mail – hard copy mailers sent to prospects
  • Referrals – generating leads through customers and partners
  • PR – press releases, editorials, speaking opportunities etc.

 

You can sub-divide these categories:

Category Tactic

Outbound

  • Prospecting tools
  • Outbound email automation
  • Prospect databases
  • Phone prospecting
  • Lead Nurturing
Online
  • Content – strategy, creation, distribution
  • Website and Blog
  • Lead capture and marketing automation
  • Social media marketing
  • Email marketing
  • Webinars
  • Search Engine Optimization
  • Pay-per-click advertising
  • Display advertising and Re-targeting
  • Lead nurturing
Events
  • Tradeshows
  • Seminars
  • Executive briefings
Branding and Advertising
  • Advertising
  • Sponsorships
PR
  • Press releases
  • Editorials
  • News coverage / interviews
  • Speaking opportunities
Referrals  / Word of Mouth
  • Customers
  • Technology Partners
  • Service delivery partners
  • Professional networks
Direct mail
  • Promotional offers
  • Event invites
  • “Dimensional mail”
Paid 3rd Party
  • Lead brokers
  • Content distribution partners
  • List brokers
  • Lead generation agency / telemarketers

 

How do you choose Lead Generation tactics?

How do you choose which tactics to use?  There are a few rules of thumb.

First, you should “fish where the fish are” – that means you should find out where your customers typically look for information and concentrate your lead generation there.  For example, if they spend a lot of time on particular websites or are members of a professional association then you should look at tactics that can target those areas.

Secondly, assess the cost per lead for a particular tactic.  For example, if you have a sale value over $5000 per unit then online pay-per-click advertising may make financial sense i.e. you can afford to spend a few hundred dollars on advertising in order to acquire a customer.  However, if you are a software vendor with an average sale price of $300 per year then online ads may not make financial sense and you will have to concentrate on low cost or free channels like social media.

Third, most lead generation tactics work better when they are used as part of a multi-channel approach.  For example, leads will respond better when they hear about you across multiple touchpoints – through email, via web search, through their professional association and so on. Pick multiple tactics and synchronise them so that they reinforce each other. For example, combining email, PR and online ads in the periods before and after you exhibit at a tradeshow.

Fourth, consistent messaging is really important.  Your promotional tactics should be reinforcing the same message across channels so that prospects are given a consistent description of what you offer and your competitive differentiators.

Finally, you should aim for a ‘hub and spoke’ model for your lead generation where most tactics are bringing prospects back to your website or phone.

Lead generation hub and spoke

Interested in a 3 Month Lead Generation trial? CHECK OUT OUR 3 MONTH TRIAL