Ressourcen & Training

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Warum spezifisch sein, der einzige Weg nach vorne ist

B2B Marketing Secrets
nische, sales, marketing

Wir bekommen die Frage sehr häufig: wie spezifisch soll ich auf meiner Website, meinem Sales Script, usw. sein? Viele denken, dass sie, wenn sie zu spezifisch sind, Menschen vergraulen. Aber das ist überhaupt nicht richtig.

In einer Welt, in der Aufmerksamkeit immer entscheidender und vor allem teurer wird, ist spezifisch sein ein riesen Ding! Das gilt sowohl für Marketing, als auch für Produktentwicklung und die Richtung in die euer Unternehmen geht.

Es gibt dazu unter anderem das Buch Zero to One von Peter Thiel, wo er darüber redet, wie wichtig es ist, in einer bestimmten Nische zu starten. So können wir kleine Monopole in unseren Segmenten aufbauen.

Pricing!? Warum du als B2B-Unternehmen niemals günstig sein solltest...

B2B Sales Secrets
pricing, b2b, sales, marketing

Was ich gelernt habe, war eine Sache:

Wenn Lösungen sehr komplex sind, braucht man Menschen, um diese

- zu vertreiben (eine Transaktion herzustellen),

- in Betrieb zu nehmen und

- zu Warten.

Wenn die Gemeinkosten so hoch sind, ist es nahezu unmöglich, günstige Produkte in einen Markt zu bringen. Die Kosten fressen die ganze Marge auf. Das ist der Grund, warum wir selten erfolgreiche B2B Unternehmen sehen, die ein Ticket von weniger als 5000€ pro Jahr haben. Es ist schlichtweg unmöglich, damit Scale aufzubauen ohne externe Finanzierung.

Beispiele:

- Apple iPhone

- Tesla

- Palantir

Woran arbeiten wir hier eigentlich?

B2B Entrepreneurship
b2b, business, profitable business case

Was ist ein Unternehmen?

Ein Unternehmen ist ein soziales Konstrukt, welches aus Menschen besteht die an einem Ziel arbeiten.

Ein funktionierendes Unternehmen zeichnet sich dadurch aus, das dieses in sich einen Mehrwert kreiert und diesen Profitabel und nachhaltig abbilden kann.

Was passiert wenn Produkte und Firmen erschaffen werden? Egal ob B2B oder B2C:

- Es gibt eine Person mit einem Problem

- Diese Person ist gewillt, ihr Problem zu lösen und dafür die eigenen Ressourcen einzusetzen: Ein Markt entsteht.

- der Unternehmer findet eine Lösung für das Problem (auf Basis von Expertise, einer Technischen Neuerung, ganz Egal)

- Für die Lösung des Problems stellt der Unternehmer Ressourcen zur Verfügung (Zeit, Services, Software, Güter) im Austausch erhält der Unternehmer Ressourcen in Form von finanziellen Mitteln

- Wenn der Unternehmer in der Lage ist, die eigenen Ressourcen zur Verfügung zu stellen zu einem Preis, der geringer ist, als die finanziellen Ressourcen, die sie im Austausch erhält, dann haben wir einen Profitablen Unit Case?

- Ein erfolgreiches Unternehmen ist nichts weiter als diesen Profitablen Unit Case zu wiederholen und Wege finden, diesen zu multiplizieren.

Was haben wir für Möglichkeiten, um das Unternehmen möglichst erfolgreich und nachhaltig aufzubauen?

Was sind die Ressourcen, die man als Unternehmer hier einsetzt?

Was die Customer Acquisition Cost (CAC) über dein B2B Business aussagt

B2B Entrepreneurship
cac, b2b, sales, marketing, cost

Was sind meine CAC?

Customer Acquisition Cost - die Kosten, die wir als Unternehmer aufwenden müssen, um einen Kunden zu gewinnen.

Warum ist das wichtig?

- Ohne unsere CaC zu kennen, wissen wir nie, wie profitabel wir wirklich sind

- Ohne unsere CaC zu kennen, wissen wir nicht, ob wir jemals wachsen können und Vertrieb aufbauen können

- Ohne unsere CaC zu kennen, wissen wir nicht, wie wir preislich auf Marktveränderungen reagieren können und ob sich neue Entwicklungen wirklich lohnen

Bei ComX.io arbeiten wir mit künstlicher Intelligenz daran, diese Kosten zu minimieren und das mit unglaublicher Geschwindigkeit. Wenn dich deine CaC interessieren und du lernen willst, was Firmen wie Avira, Shutterstock und Co unternehmen um hier Kontrolle zu bekommen, schau dir gern unsere Case Studies an.

Von der Uni zu 10k € monatlichem Gehalt. Wie Jeremy in wenigen Monaten zum Growth Consultant wurde.

Life at ComX
Growth Consulting

Du kommst frisch aus der Uni und willst von ExGooglern lernen wie man Tech Start-ups aufbaut?

Bewirb dich hier:

a.comx.io/careers

Frauen können keinen Vertrieb? Von wegen. Carla über ihren Weg vom spießigen Konzern zum Traum Job

Life at ComX
Remote work. Frauenpower

Carla joined us in August 2020.

She came from a strategy role at Bombardier.

She had no previous experience in Tech or B2B Sales.

She closed her first deal during her first month, breaching 260k € new Business Revenue collected in December. She is currently working from Bali taking a well-deserved break from Berlin Winter.

Why every B2B deal ever made follows the same process and you can’t see it

B2B Entrepreneurship
Sales - B2B - Sales cycle

Why every B2B deal ever made follows the same process and you can’t see it

Everybody believes that their product or service is so different and complex that they can’t train people to sell or streamline their sales process.

I’d like to disagree!

To claim that high ticket B2B deals are easy would be wrong. They are complex, messy and take a lot of energy.

But what we found out after working with 100s of teams to decrease their sales cycles is that there is a process behind every deal. And that process follows the decision path of the prospect and NOT your product or service.

In this video, I walk you through the steps we’ve identified that lead to a close. They are universally applicable to every deal ever made.

Apply here: comx.io/quiz

Why the next fancy tool is not going to fix sales for you

B2B Entrepreneurship
Sales - Software - B2B

Why the next fancy tool is not going to fix sales for you

It might be a counterintuitive thing to say. But even as a software business:

We DO NOT BELIEVE that SOFTWARE is the answer.

We believe the right process is.

Software is only an accelerator of the right tasks to be done. Without knowing what exact tasks you need to get to your desired result, no software will help you.

So when you are wondering why things are not going the way you like, rather take a step back and look at your process, instead of looking to buy the next tool.

You might find some interesting results in fixing the process instead of fixing the tool.

Apply here: comx.io/quiz

Why do companies fail to create website traffic via SEO?

B2B Marketing Secrets
Sales - SEO - B2B

Why do companies fail to create website traffic via SEO?

What is the right time to start optimizing for SEO on your website?

You picked the wrong question.

The question should be: How can we find confirmation on the message-market fit the fastest way and use those learnings to optimize our content?

Here’s why:

In order to optimize their website (headlines, terminology, blog posts, videos, etc.) for those terms that potential prospects will search for, many B2B companies will resort to workshops, inviting agencies to make assumptions on what these topics will be.

Here is an alternative:

- Use the mom test to arrive at an open-ended question catalog;

- Get 10-20 15 min calls with potential prospects finding out about their current situation and problems;

- Confirm or reject your assumptions with real market data;

- Start using those insights to always be right, when it comes to content choice.

Do not start fiddling around with your website traffic without having your relevant topics confirmed first.

If you nail these topics, you won't even need website traffic to close your first deals.

Apply here: comx.io/quiz

Why you should invest time into building case studies

B2B Marketing Secrets
Sales - Case studies - B2B

Why you should invest time into building case studies

If you don’t know what content to produce, here is a suggestion: CASE STUDIES.

Why?

1. Evidence beats opinion. Your clients speaking for you and confirming your claim with evidence is way more powerful than you bragging.

2. By asking your customers for case studies, you will learn very quickly why they will or won't give you a case study AND what you need to do to get better.

3. Focusing on becoming so good that customers would talk about your solution on camera will make your product better and better over time as your attention moves towards bringing value to your client ALWAYS.

4. And - if those points have not convinced you: Case studies are easy and cheap to produce. It doesn’t require any creative energy. All you need is a question catalogue and Zoom.

Apply here: comx.io/quiz

How do you design an effective commission plan for your first SaaS sales hires?

B2B Entrepreneurship
Sales - SaaS sales - Commission

How do you design an effective commission plan for your first SaaS sales hires?

There are different approaches to designing the right remuneration model for your sales teams, such as on-target earnings, base salary, and little commission, and commissions only.

The phase your business is in defines which approach is suitable here is what has worked for us. Keeping in mind: for profitable businesses with ambitious growth targets of 100% year-over-year - hire 25–35-year-olds who are up for a challenge and are fueled by a deep desire to move something forward.

- Award a direct percentage of commission on each deal made to the sales employee.

- Never set a target you have not achieved yourself as the founders/head of sales.

Can’t do it yourself? WTF? STOP Hiring.

Offer a base salary that gives security but does NOT satisfy your team.

Apply here: comx.io/quiz

How do you calculate LTV early on?

B2B Entrepreneurship
Sales - Customer Lifetime Value - B2B

How do you calculate LTV early on?

How can consultancies and service businesses calculate LTV if they don’t have license fees, or where most customer revenue is realized a long time after the deal is made?

I made a video talking about how B2B founders and CEOs shouldn’t hire for sales if their LTV isn’t yet 3x of CAC (linked below).

I have made a video explaining what other metrics B2B service CEOs and founders can use if LTV seems hard to calculate:

In short:

Instead of LTV, you guys can look at another metric called 'Cash Collected within 30 days after the deal closed'.

This can be:

- The first workshop you invoice,

- Your onboarding fee,

- Or any first invoice you send to the customer.

The trick is to optimize for Cash Collected to be higher than your CAC. If you manage to get this done, it will be a lot easier to:

- Hire for sales,

- Onboard more new customers more quickly (at least there won't be a cost issue),

- Optimize for faster value delivery to your customer.

If you manage to get your Cash Collected to be as high as 3x your CAC, you can shout high five and push forward.

Apply here: comx.io/quiz

https://www.linkedin.com/posts/activity-6706881471468052480-afEm

How do you calculate your CAC if you're acquiring customers through inbound, eg. LinkedIn?

B2B Marketing Secrets
Sales - Customer Acquisition Cost - Marketing

How do I calculate my CAC if I’m acquiring customers through referrals or with inbound through my @LinkedIn content?

I got this question the other day. Here’s how we approach it:

First, split your CAC into “Marketing CAC” and “Sales CAC.”

- Marketing CAC is the cost of converting a COLD prospect into a qualified, INTERESTED prospect (generating a demo). You can do that through outbound prospecting, ads,  LinkedIn content, etc.

- Sales CAC is the cost of converting that qualified, interested prospect into a paying customer. It consists of the salary of the person closing the deal and the commission.

Second, if prospects approach you through referrals, assume your Marketing CAC to be $0. Then calculate your Sales CAC from there because there’s always a cost (or time) associated with closing a deal.

Third, if prospects approach you through content you put out, that’s Marketing CAC. Measure the time you need to spend on creating videos and writing copy to

generate 1 demo and assign yourself an hourly rate and calculate your marketing spend based on that.

Apply here: comx.io/quiz

Which metrics truly matter for your sales outreach and your business?

B2B Marketing Secrets
Sales - Business Metrics - B2B

Which metrics truly matter for your sales outreach and your business?

Since 2018, we don’t use “leads” or “opportunities” as a KPI when we measure our sales team. Here’s why:

KPIs can vary depending on the size of your organization, your industry, and your focus.

However, we’ve learned that using broad terms like “opportunities” or “leads” can end up whitewashing your results. You might recognize the situation where one person claims that something is *totally* a hot lead or *totally* an opportunity. When this happens, you know you are at the mercy of people’s biases. And people are terrible at assessing situations.

What we measure in the sales process are PROSPECTS' actions, NOT our sales team’s actions.

Here is what we measure:

# of questionnaires - people who are qualifying themselves on our website. (A questionnaire indicates interest as it’s quite comprehensive.)

# of demos - a prospect books a demo with you.

# of concrete feedback talks - a prospect books a go/no-go meeting.

# of signatures - a prospect signs with you.

Apply here: comx.io/quiz

Why is it important to know where the money comes from in B2B sales?

B2B Sales Secrets
Sales - Pricing - B2B

Don’t be afraid to talk about MONEY early on in sales demos

Here’s why:

If you’re dealing with high ticket products or services, it’s important that you make sure that your prospect is actually able to afford your solution. If people do not have a budget at all - why even carry on speaking? What is the benefit of you and your team spending hours and hours with prospects who simply won’t be able to pay the bills?

We aim to bring up the subject of MONEY in the first couple of minutes during our demos.

One way to do this is to ask them politely if they are able to afford a solution in a certain pricing range in case it gives them the results they are looking for. Sometimes, it gets a little awkward, but it creates transparency around the budget. For Germans, it is uncomfortable to talk about money. But not addressing this really important area of a deal will bite you in the butt later.

Apply here: comx.io/quiz

How do I know/test which tagline to use (eg. on the website) as fast as possible?

B2B Marketing Secrets
Sales - Tagline - B2B

How to choose the right tagline that makes my B2B prospects interested?


A tagline must include the true description that people associate themselves with.

Here are 2 approaches to find that:


- Pattern recognition:

Talk to your target group and ask them, “How’d you describe your business generically?” or “How’d you describe your situation?”

Do 20 Interviews and choose the stuff that comes up the most.


- Include the specifics:

You can give ranges. For example, state that you work with “companies that have between 5-10 million ARR.”

Or you can talk about particular issues like “companies that work with ABC” or “companies that struggle with XYZ.”


You can then test it via email, via LinkedIn, or within your demos. It’s this mixture of sales and marketing practices. Once you see that something resonates, just go with it and adjust over time.

As long as it's accurate enough and has been tested enough in in-person meetings, any tagline/headline can work.

Apply here: comx.io/quiz

How can we increase our ticket size when the existing buying center does not have enough budget?

B2B Sales Secrets
Sales - Pricing - Business Model

How can I increase my ticket size/ my price per unit sold?

Here’s an exercise for you:

People are often afraid to be expensive and get stuck on a number that feels right.

What you should be doing instead is keep increasing your price in enough demos and negotiations until you find the level where true resistance is met.

“Hey Phill, this sounds awesome. Everything is great but for that price, no way!”

You must hear that 5-10 times before you know that your pricing can’t be increased. That’s how you know the true value of your solution.

Also, by doing this exercise, you learn that deals are NOT LOST because of pricing.

They are lost because:

- Prospects don’t believe you are supporting them well enough

- Prospects don’t trust that you can deliver on your promise

- Prospects do not feel comfortable enough to give you their time and effort

At ComX, we learned that changing the way we invoice had a higher impact than changing the price. Since we started out we had at least 12 iterations on that.

P.S. Book recommendation on niches:  Zero to One by Peter Thiel

Apply here: comx.io/quiz

Stop sending out B2B proposals

B2B Marketing Secrets
Sales - B2B

Stop sending out B2B proposals

If your PROSPECT says:

“Send me a proposal and we keep chatting next week.” - You just lost a DEAL.

If somebody isn’t able to allocate resources for your solution, you need to ask yourself:

- Did I qualify for the right problem?

- Did I have buy-in that my approach to solving the problem is the right one?

- Did I present an offer with a price tag on it and the required next step?

- Did I receive a timeline on the signature (such as “If those conditions are held true, then we will sign next week")?

Unless you’ve ticked these points, creating and sending a proposal is useless.

In fact, we don’t send proposals at all at @ComX.

If there is a fit, our prospects receive all the information transparently in our first meeting.

If everything is on the table, there’s no need for the intermediary step of sending out proposals.

If people don't want to go sign up with you it’s normally for a reason and you haven't done your job. You have to figure out a couple of other things first.

Apply here: comx.io/quiz

Why B2B leads are not your problem

B2B Sales Secrets
Sales - Lead Generation

Your problem isn’t that you don’t get enough B2B leads

Here’s why:

- Your offer isn’t relevant, and hence, you are having dozens of conversations that don’t close.

- You are qualifying prospects poorly and don't know why some talks go great and others don't

- You are penetrating your existing database with newsletters but rarely receive any clicks or sign-ups.

- You are pushing Google ads for search to get people on your website, but then nothing happens.

None of these is a LEAD PROBLEM.

Here are 4 things you must look at:

- Message Market Fit: You need to produce content people engage and resonate with.

- Booking meetings: If they aren’t willing to spend time with you, you need to fix your messaging or the overall value you can provide.

- Closing cycles of existing opportunities: You must find out if you’re capable of closing prospects, how long it takes, and what your margin is.

- Scaling up: You must automate to get your message in front of the right B2B people at the right time.

Apply here: comx.io/quiz

For complex B2B Solutions: How to strategically increase pricing

B2B Sales Secrets
Pricing - Sales - Business Model

“How can I increase my ticket size/ My price per unit sold?

Here’s an exercise for you:

People are often afraid to be expensive and get stuck on a number that feels right.

What you should be doing instead is keep increasing your price in enough demos and negotiations until you find the level where true resistance is met.

 “Hey Phill, this sounds awesome. Everything is great but for that price, no way!”

You must hear that 5-10 times before you know that your pricing can’t be increased.

That’s how you know the true value of your solution.

Also, by doing this exercise, you learn that deals are NOT LOST because of pricing

They are lost because:

  • Prospects don’t believe you are supporting them well enough
  • Prospects are don’t trust that you can deliver on your promise
  • Prospects do not feel comfortable enough to give you their time and effort


At ComX, we learned that changing the way we invoice had a higher impact than changing the price.

Since we started out we had at least 12 iterations on that.


P.S. Book recommendation on Niches:  Zero to One by Peter Theil


2020 B2B Top Performer durch Corona Hinweg

B2B Entrepreneurship
Top Performer

Wir haben in 2020 so einiges gesehen.

Aber diese Unternehmen gehen mit Beispiel voran.

Sie haben Chancen gesehen wo andere nur Risiken sehen. Sie haben Verantwortung übernommen und ihren Kunden zugehört um sich selbst und Ihre Teams durch diese Unsicheren Zeiten zu navigieren.

Hut-ab von für diese Performance während Corona

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