1Presentation to Joe Smith June 24, 2014
THE SAVVY B2B
MARKETER
How to use technology to better align with sales and the m...
2
OVERVIEW
ALIGNING FOR SUCCESS
THE B2B BUYER
How and why the modern B2B
buyer has changed and why it’s
important.
IDEAS F...
3
Attached to Smartphone
Loves personalization
and a great experience
Always running
Using Google to get answers
and do re...
4
Always On!
Always Connected!
Buyers Are Mobile &
Connected
• 15% of web searches
from mobile devices
• Up over 700% from...
5
THEY CONTROL THE SALES
PROCESS
57%
6
Thermostat
vs. Nest
Radio vs.
Spotify
Store vs.
Amazon
BUYERS EXPECT US TO KNOW THEM
THEY WANT PERSONALIZATION AND CUSTO...
7
THE HUMAN EXPERIENCE
8
OUR MISSION
To build a technology-enabled selling system that aligns with
marketing, sales and the modern buyer.
9
STRATEGIES FOR
ALIGNMENT
Start working closely with sales to align with buyers
10
DEFINE TARGET BUYER PERSONAS
KNOW THY BUYER
MARKETER MARY
Industries
SALES SAM
Roles/Titles
PAULA PURCHASER
Pains, Prob...
11
AGREE ON LIFECYCLE STAGE
THE CRITERIA FOR ADVANCEMENT
Lead
Marketing
Qualified (MQL)
Sales Qualified
Lead (SQL)
Custome...
12
MAP CONTENT TO SALES
PROCESS
Work Closely with Sales
13
THE DIGITAL SELLING PROCESS
YOUR BEST SALES REP – CONTENT MAP
Blogging, Social Media
Premium content (ebooks, etc.)
Fol...
14
TOOLSYOU WILL NEED
15
THE DIGITAL SELLING PROCESS
YOUR BEST SALES REP – TOOLS MAP
Lead Intelligence & Analytics
Sales
Call
Answer Questions
P...
16
EXAMPLES AND USE
CASES
Ideas for implementation
17
TOOLS TO MAKEYOUR
SALES TEAM LOVEYOU!
18
REAL-TIME NOTIFICATIONS
19
PROSPECT INTELLIGENCE
20
PROSPECT DATA - DEEPER DIVE
21
LEAD SCORING
22
CLOSED LOOP INTEGRATION
23
DASHBOARDS
24
LEAD INTELLIGENCE
25
SOCIAL MONITORING
26
WEBSITE CONTENT MANAGEMENT
THE OLD WAY
27
WITH DYNAMIC CONTENT
THE NEW WAY
28
WRAP UP
• Create experiences for the buyer
journey
• Align with sales
• Use technology to enable your
process
• Always ...
29
EXTRA STUFF
www.client-bridge.com/AMA
1. Free inbound marketing assessment
2. One hour screen share session to map
your...
30
281.782.4963 (ph)
@clientbridge
jbarry@client-bridge.com
CONTACT US
THANKYOU!
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The Savvy Marketer - Achieving More with Tech Tools

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

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  • Note about tools: It doesn’t really matter what tools you use. They all have pros and cons. Just get something that does the basic functions…even if you have to cobble it together with free or inexpensive tools. But an all-in-one system will make you life much easier.
  • We can talk about prospect max reports here also
  • Get sales to help you identify what is meaningful. BANT, Demographics, Activity, Recency, Frequency, etc.
  • Puts context around your social media monitoringVIP customers monitoring for competitor, brand and product termsSales rep channels for their leads and customers
  • The Savvy Marketer - Achieving More with Tech Tools

    1. 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. 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. 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. 4 Always On! Always Connected! Buyers Are Mobile & Connected • 15% of web searches from mobile devices • Up over 700% from 2009
    5. 5. 5 THEY CONTROL THE SALES PROCESS 57%
    6. 6. 6 Thermostat vs. Nest Radio vs. Spotify Store vs. Amazon BUYERS EXPECT US TO KNOW THEM THEY WANT PERSONALIZATION AND CUSTOMIZATION
    7. 7. 7 THE HUMAN EXPERIENCE
    8. 8. 8 OUR MISSION To build a technology-enabled selling system that aligns with marketing, sales and the modern buyer.
    9. 9. 9 STRATEGIES FOR ALIGNMENT Start working closely with sales to align with buyers
    10. 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. 11 AGREE ON LIFECYCLE STAGE THE CRITERIA FOR ADVANCEMENT Lead Marketing Qualified (MQL) Sales Qualified Lead (SQL) Customer 1 2 3 4
    12. 12. 12 MAP CONTENT TO SALES PROCESS Work Closely with Sales
    13. 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. 14 TOOLSYOU WILL NEED
    15. 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. 16 EXAMPLES AND USE CASES Ideas for implementation
    17. 17. 17 TOOLS TO MAKEYOUR SALES TEAM LOVEYOU!
    18. 18. 18 REAL-TIME NOTIFICATIONS
    19. 19. 19 PROSPECT INTELLIGENCE
    20. 20. 20 PROSPECT DATA - DEEPER DIVE
    21. 21. 21 LEAD SCORING
    22. 22. 22 CLOSED LOOP INTEGRATION
    23. 23. 23 DASHBOARDS
    24. 24. 24 LEAD INTELLIGENCE
    25. 25. 25 SOCIAL MONITORING
    26. 26. 26 WEBSITE CONTENT MANAGEMENT THE OLD WAY
    27. 27. 27 WITH DYNAMIC CONTENT THE NEW WAY
    28. 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. 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. 30 281.782.4963 (ph) @clientbridge jbarry@client-bridge.com CONTACT US THANKYOU!

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