Art Gehring, Brainshark, VP Demand Generation
Brett Stineman, Salesforce.com, Director of Product Marketing
Grow Faster wi...
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Housekeeping Notes
Ask questions in GoToWebinar
Post Your Questions
in the question box
1
Use Hashtag
#growwithdata
2 Join...
Session Participants
Art Gehring
VP, Demand Generation
@atgehring
Brett Stineman
Product Marketing Director
@jbstineman
Agenda
• Marketing and Sales:Aligning on a Common Objective
• Brainshark: Using Data.com for Highly Relevant Customer Inte...
Do Your Marketing
and Sales Teams
See the Same Results?
Typical Focus
Pipeline Generation
Lead Quality
Campaign Effectiveness
Typical Focus
Sales Growth
Pipeline Progression
Fore...
The Right Data for Marketing – Sales Alignment
Individual Info
• Title/Role
• Business Contact Details
• Social Media
• In...
We help companies improve productivity with cloud-
based business presentation solutions for sales,
marketing and training...
• Brainshark & SlideShark brands
• Sales, Marketing, Training across
many industries
• Fortune 100 to individuals
• Salesf...
Brainshark Demand Generation
• 190+ Salesforce.com users
– Sales, support, marketing, services
• Data.com
– Premium Prospe...
All About Relevance
Brainshark Demand Gen Focus How Data.com Helps
Target a wide range of audiences: function,
industry, t...
All About Relevance
Brainshark Demand Gen Focus How Data.com Helps
Target a wide range of audiences: function,
industry, t...
All About Relevance
Brainshark Demand Gen Focus How Data.com Helps
Grow inbound with thought leadership and
freemium produ...
All About Relevance
Brainshark Demand Gen Focus How Data.com Helps
“Land and Grow”
• Small-net Fishing (SNF) campaigns
• S...
All About Relevance
Brainshark Demand Gen Focus How Data.com Helps
“Land and Grow”
• Small-net Fishing (SNF) campaigns
• S...
Thank You
Arthur Gehring
VP – Demand Generation
agehring@brainshark.com
@atgehring
Add
photo
Discussion:
Marketing – Sales Alignment
Best Practices
Marketing – Sales Alignment Best Practices
• Data acquisition strategy to target
key segments and buyer roles
• Unified cu...
Key Takeaways & Next Steps
• Download the Grow Faster with the Right Data eBook
– bit.ly/eBookRightData
• Take this back t...
Grow Faster with the Right Data - Brainshark Aligns Marketing and Sales with the Right Data
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Grow Faster with the Right Data - Brainshark Aligns Marketing and Sales with the Right Data

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In this third installment of our "Grow Faster with the Right Data" webinar series, Art Gehring of Brainshark will discuss how having the right customer data can improve the effectiveness of lead generation efforts, as well as allowing Marketing and Sales to establish best practices for lead flow.

View this on-demand webinar and learn:
- How Brainshark’s marketing has become more precise and targeted by implementing micro-campaigns based on enriched lead information
- Which lead information allows Brainshark to improve lead scoring and expedite routing to Sales
- Why detailed account information is vital to aligning Marketing and Sales

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  • Mitch Knight
  • SSTE – Distribute and manage To give you some context for where some of my views and examples come from, let me tell you a bit about our company. We are in the software as a service space, we have a video content platform that improves productivity and results for sales, marketing and training teams. We have two product lines – the Brainshark product line provides solutions for presenting on-demand and SlideShark lets you present PowerPoint on iPads and other devices, and measure the interactions. Our solutions are used by the very largest companies all the way down to small companies and even individual users with our free products. We’ve been in business for 15 years and have about 250 employees, so we’re not starting up, but we are still growing very rapidly and are constantly adapting to that growth. We sell mostly in the US through our sales force of about 70 people, but do have some international sales through distributors in Europe.
  • Thank you for viewing this presentation. Please don’t hesitate to contact me with any questions.
  • Transcript of "Grow Faster with the Right Data - Brainshark Aligns Marketing and Sales with the Right Data"

    1. 1. Art Gehring, Brainshark, VP Demand Generation Brett Stineman, Salesforce.com, Director of Product Marketing Grow Faster with the Right Data Brainshark Aligns Marketing and Sales with the Right Data
    2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward- looking statements.
    3. 3. Housekeeping Notes Ask questions in GoToWebinar Post Your Questions in the question box 1 Use Hashtag #growwithdata 2 Join the conversation on Twitter
    4. 4. Session Participants Art Gehring VP, Demand Generation @atgehring Brett Stineman Product Marketing Director @jbstineman
    5. 5. Agenda • Marketing and Sales:Aligning on a Common Objective • Brainshark: Using Data.com for Highly Relevant Customer Interactions • Best Practices for Marketing – Sales Alignment • Key Takeaways & Next Steps • Q&A
    6. 6. Do Your Marketing and Sales Teams See the Same Results?
    7. 7. Typical Focus Pipeline Generation Lead Quality Campaign Effectiveness Typical Focus Sales Growth Pipeline Progression ForecastAccuracy Marketing Sales Nurture Sell Capture $ Different Priorities, Same Overall Objective Prospective Customers & Market Opportunities Continually improve results through the entire lead-to-rev cycle!
    8. 8. The Right Data for Marketing – Sales Alignment Individual Info • Title/Role • Business Contact Details • Social Media • Interactions Company Info • Industry • Employee Count • Revenues • Corporate Linkages • Financial Stability • Interactions Do you have a comprehensive understanding of your prospective customers?
    9. 9. We help companies improve productivity with cloud- based business presentation solutions for sales, marketing and training. These include solutions for on-demand video presentations as well as presentations delivered live, in-person or over the web. Introduction to Brainshark Arthur Gehring VP – Demand Generation
    10. 10. • Brainshark & SlideShark brands • Sales, Marketing, Training across many industries • Fortune 100 to individuals • Salesforce.com and Work.com integration • Founded 1999 • 250 employees
    11. 11. Brainshark Demand Generation • 190+ Salesforce.com users – Sales, support, marketing, services • Data.com – Premium Prospector – Clean – Data credits • MarketingAutomation with Eloqua
    12. 12. All About Relevance Brainshark Demand Gen Focus How Data.com Helps Target a wide range of audiences: function, industry, title, company with specific content Persona and Micro campaigning • Primary source for our campaign needs including very specific industries and titles • Doubled our industry values to match Data.com • Fuels lead scoring Example: Commercial Operations in Pharma and Life Sciences
    13. 13. All About Relevance Brainshark Demand Gen Focus How Data.com Helps Target a wide range of audiences: function, industry, title, company with specific content Persona and Micro campaigning • Primary source for our campaign needs including very specific industries and titles • Doubled our industry values to match Data.com • Fuels lead scoring Feed a rapid campaign cycle Data.com self-serve model enables us to take names as we need them
    14. 14. All About Relevance Brainshark Demand Gen Focus How Data.com Helps Grow inbound with thought leadership and freemium products Key part of our data completion strategy for individual and company data through Clean
    15. 15. All About Relevance Brainshark Demand Gen Focus How Data.com Helps “Land and Grow” • Small-net Fishing (SNF) campaigns • Sales Rep spearing “Show me you know me” Additional names and account info in D&B
    16. 16. All About Relevance Brainshark Demand Gen Focus How Data.com Helps “Land and Grow” • Small-net Fishing (SNF) campaigns • Sales Rep spearing “Show me you know me” Additional names and account info in D&B Accurate territory management (vertical and size) and assignment Clean and D&B data supports our vertical and company size territory management and assignment
    17. 17. Thank You Arthur Gehring VP – Demand Generation agehring@brainshark.com @atgehring Add photo
    18. 18. Discussion: Marketing – Sales Alignment Best Practices
    19. 19. Marketing – Sales Alignment Best Practices • Data acquisition strategy to target key segments and buyer roles • Unified customer profile: used by both marketing and sales • Data cleansing and enrichment solution for customer info • Lead flow: hand-off between marketing and sales • Data integration/flows: full visibility and customer record integrity • Audit/eliminate redundant and conflicting processes • Marketing Ops • Marketing Campaigns • Sales Ops DATA PROCESS PEOPLE
    20. 20. Key Takeaways & Next Steps • Download the Grow Faster with the Right Data eBook – bit.ly/eBookRightData • Take this back to your workplace – Setup a kickoff meeting with the key stakeholders – Decide which category you’re in – Craft a 30-60-90 day action plan for data+people+process – Implement in small pilots and show measurable wins • Continue conversation on Twitter: #growwithdata

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