The presentation that I gave at the Houston AMA event entitled The Savvy Marketer - Achieving More with Tech Tools. http://www.client-bridge.com

1. 1Presentation to Joe Smith June 24, 2014
THE SAVVY B2B
MARKETER
How to use technology to better align with sales and the modern B2B buyer
Jack Barry
jbarry@client-bridge.com

2. 2
OVERVIEW
ALIGNING FOR SUCCESS
THE B2B BUYER
How and why the modern B2B
buyer has changed and why it’s
important.
IDEAS FOR STRATEGY
How to think about
sales, marketing, content, custo
mer experience and automation.
EXAMPLES OF IMPLEMENTATION
Real world examples and use
cases

3. 3
Attached to Smartphone
Loves personalization
and a great experience
Always running
Using Google to get answers
and do research
Controlling the sales
process
Moving self-directed through
the research process
THE EVOLVING BUYER
Mobile, Connected and Knowledgeable

4. 4
Always On!
Always Connected!
Buyers Are Mobile &
Connected
• 15% of web searches
from mobile devices
• Up over 700% from 2009

5. 5
THEY CONTROL THE SALES
PROCESS
57%

6. 6
Thermostat
vs. Nest
Radio vs.
Spotify
Store vs.
Amazon
BUYERS EXPECT US TO KNOW THEM
THEY WANT PERSONALIZATION AND CUSTOMIZATION

7. 7
THE HUMAN EXPERIENCE

8. 8
OUR MISSION
To build a technology-enabled selling system that aligns with
marketing, sales and the modern buyer.

9. 9
STRATEGIES FOR
ALIGNMENT
Start working closely with sales to align with buyers

10. 10
DEFINE TARGET BUYER PERSONAS
KNOW THY BUYER
MARKETER MARY
Industries
SALES SAM
Roles/Titles
PAULA PURCHASER
Pains, Problems
EXECUTIVE ED
Goals

11. 11
AGREE ON LIFECYCLE STAGE
THE CRITERIA FOR ADVANCEMENT
Lead
Marketing
Qualified (MQL)
Sales Qualified
Lead (SQL)
Customer
1 2 3 4

12. 12
MAP CONTENT TO SALES
PROCESS
Work Closely with Sales

13. 13
THE DIGITAL SELLING PROCESS
YOUR BEST SALES REP – CONTENT MAP
Blogging, Social Media
Premium content (ebooks, etc.)
Follow up sequence (email or multi-channel
Lead is ready for sales
Follow up sequence (email or multi-channel
Landing pages, Calls to action, Forms
Sales
Call
Answer Questions
Provide Product/
Service Information
Address Common Sales
Questions
Establish Trust & Thought Leadership
Address
Pushbacks
Introduce Positioning
Demos, Webinars, Free Trials

14. 14
TOOLSYOU WILL NEED

15. 15
THE DIGITAL SELLING PROCESS
YOUR BEST SALES REP – TOOLS MAP
Lead Intelligence & Analytics
Sales
Call
Answer Questions
Provide Product/
Service Information
Address Common Sales
Questions
Establish Trust & Thought Leadership
Address
Pushbacks
Introduce Positioning
Blogging & Social Media Tools
Landing Pages
Email/Lead Nurturing/Workflows
Calls to Actions, Lead Capture Forms, Email
Landing Pages
Email/Lead Nurturing/Lead Scoring

16. 16
EXAMPLES AND USE
CASES
Ideas for implementation

17. 17
TOOLS TO MAKEYOUR
SALES TEAM LOVEYOU!

18. 18
REAL-TIME NOTIFICATIONS

19. 19
PROSPECT INTELLIGENCE

20. 20
PROSPECT DATA - DEEPER DIVE

21. 21
LEAD SCORING

22. 22
CLOSED LOOP INTEGRATION

23. 23
DASHBOARDS

24. 24
LEAD INTELLIGENCE

25. 25
SOCIAL MONITORING

26. 26
WEBSITE CONTENT MANAGEMENT
THE OLD WAY

27. 27
WITH DYNAMIC CONTENT
THE NEW WAY

28. 28
WRAP UP
• Create experiences for the buyer
journey
• Align with sales
• Use technology to enable your
process
• Always be learning
• With great power comes great
responsibility
KEY TAKEAWAYS

29. 29
EXTRA STUFF
www.client-bridge.com/AMA
1. Free inbound marketing assessment
2. One hour screen share session to map
your automation and/or content strategy
3. Free HubSpot account for 30 days to try
marketing automation in your business

30. 30
281.782.4963 (ph)
@clientbridge
jbarry@client-bridge.com
CONTACT US
THANKYOU!