![Advancing Early-Stage Opportunities in Mobile [OneSignal Example]](https://media.licdn.com/dms/image/v2/D5612AQGA9Qnx9_o0UQ/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1687450565848?e=2147483647&v=beta&t=3m3zsZw1nAsgxa6gikgBnXhnbJaOjKa65y-7GJIOY60)
Advancing Early-Stage Opportunities in Mobile [OneSignal Example]
This is a proven approach to advancing opportunities in a highly-competitive space
Purpose
Demonstrating value and building trust
Win rates skyrocket when multiple stakeholders are involved, which is a barrier Sales can overcome by thoroughly prepping and following up.
Research ??
Step 1: Scan Apptopia (Last Month)
Step 2: LinkedIn
Step 3: Download the App
Screenshot each screen during FTUE (First-Time User Experience):
Too often, apps deliver 0 notifications in the first three days, indicating a greenfield opportunity to double new user retention.
Simplifying the path to activation is critical for offsetting churn since onboarding is the leading indicator of app user retention
Step 4: Review App Release Cycles
Analyze the iOS App Store page (or create a free Data.AI account to view basic insights like Releases, Ratings, etc.) to understand how frequently the app is updated:
Step 5: Understand their Tech Stack
Use BuiltWith to identify tags:
Step 6: Google their Open Jobs
Data Science roles will identify if they use GCP, and Mobile or Growth roles will uncover what tools the product and growth teams are using.
Uncover roles for building or maintaining notifications or messaging systems, which is the least cost-effective approach to engaging customers (consult them on the "building is less expensive" fallacy).
Best Practices ??
Generally, the fate of an opportunity is determined by the effectiveness of the Discovery Call. Contrary to various leading sales methodologies, AEs lose competitive opportunities in the mobile marketing automation space or when embracing a Product-Led Sales approach, when they fail to be customer-centric. AEs must leave prospective customers with a strong sense of the value of OneSignal. That requires focusing on the right use cases and minimizing concerns around implementation, interoperability, and overall usability of the platform.
When momentum is lost, it is typically due to a lack of preparation because prospects likely do not (often enough) have specific evaluation requirements, at least beyond fixing what is broken today (i.e., no push).
This is due to the responsibilities for mobile remaining distributed across the Engineering, Product, and Growth/Marketing teams.
In this competitive landscape, AEs should not assume they have earned the right to ask customers a series of questions to qualify new business opportunities (see BANT Doesn't Work...). To secure the next meeting, illustrate that you understand their business enough to help them diagnose pain they may not recognize as a substantial problem. Then, demonstrate how OneSignal can progress them to their desired future state (solving problems, accelerating revenue and retention, etc.).
?? After leading with value, ask the right questions throughout the discovery call.
Example Questions:
?? Develop a hypothesis based on your research.
Example Hypothesis:
The Product Manager (who took the meeting) cannot directly influence session starts (the primary input directly impacting retention) or other primary objectives/KPIs. Their Developer uses Firebase for transactional messaging (no dashboard), and their Marketers send promotions via SMFC (not self-service, intuitive, or effective for mobile, especially with in-app messaging).
In this example, OneSignal is the solution to align stakeholders tasked with accelerating revenue and retention on mobile.
Meeting Preparation Tactics
?? Create an agenda tailored to your hypothesis.
领英推荐
Example Agenda (Book 20-30 Minutes):
Thank you for confirming the meeting for DAY, we look forward to diving into OneSignal with you! To ensure we make the best use of your time, can you kindly confirm the agenda below? <INSERT AGENDA> Also, in case something happens with Zoom, what is the best number to reach you?*
*It is critical that AEs/XDRs attempt to capture phone numbers in advance of the meeting. There is an immense risk if the Sales team is single-threaded. Opportunities have a much higher propensity to close when AEs can engage via text before/after the initial call.
Presentation
?? Customize a deck to support your hypothesis, allowing Sales to present themselves as trusted resources, which they can also use to follow up promptly with additional content based on topics discussed.
Step 1: Create a Deck
Customizations:
“It’s best to show you the platform in action. The most differentiating aspect is that even someone like me, with no campaign management experience, can orchestrate real-time omnichannel campaigns from the dashboard without any assistance whatsoever.”
Step 2: Develop a basic Journey, Set the Entrance & Exit
“Starting with the end goal in mind, we can determine the optimal paths to drive new users not registered to complete a survey about their purchase.”
“We should set a delay for the first communication because the message will reach them mid-session if we do not. To give you an example, a Sports League had to throttle notifications. OneSignal is so real-time that it beats Live TV!”
“You can optimize entire workflows to determine the best cadence, sequence, channel, and copy to maximize the impact on the end goal.”
Pro Tip: Demo Data Tags for tracking interactions with the in-app message
Value Propositions to Consider
Problems OneSignal solves, depending on technology and mobile app maturity:
Nothing/Firebase/internal/API (or Equivalent)
{
? "message":{
? ? "token":"bk3RNwTe3H0:CI2k_HHwgIpoDKCIZvvDMExUdFQ3P1...",
? ? "data":{
? ? ? "Nick" : "Mario",
? ? ? "body" : "great match!",
? ? ? "Room" : "PortugalVSDenmark"
? ? }
? }
}
Traditional Marketing Clouds (SFMC/Adobe/Etc)
Combination of API + Marketing Clouds (i.e., SFMC + Firebase)
General Value
?? OneSignal empowers teams across the organization to seamlessly drive revenue and retention growth through self-serve messaging capabilities to systematically guide people to build habits around their digital products, so they ultimately become loyal customers.