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B2B Marketing Success: Sales and Marketing Alignment

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For top B2B companies, building and scaling a successful demand generation machine requires the attention of both marketing and sales executives. Join us to hear from Ben Sardella, co-founder of Datanyze, and Nic Zangre, AdRoll's director of marketing operations, as they explore how data-driven sales and marketing teams can partner to build successful revenue-generating programs:
•Defining joint goals, buyer personas, and initiatives
•Identifying top marketing technologies for success
•Implementing lead enrichment and scoring to accelerate the sales cycle
•Tying analytics to marketing programs and channel investments

For more, visit adroll.com/resources

Published in: Marketing, Sales
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B2B Marketing Success: Sales and Marketing Alignment

  1. B2B marketing success: Aligning marketing and sales to build a demand gen machine Speakers: Ben Sardella, Co-founder at Datanyze Nic Zangre, Director of Marketing Operations at AdRoll
  2. Speakers Nic Zangre Director of Marketing Operations at AdRoll Ben Sardella Co-founder of Datanyze
  3. Agenda ▶ Aligning your org ▶ Tools of the trade ▶ Revenue sharing ▶ Q&A
  4. Source: MathMarketing (2013) Why are we here? Alignment between marketing and sales can help your company become 67% better at closing deals, 108% better at lead acceptance, and generate 209% more revenue from marketing.
  5. Leads Opportunities RevenueConversions ProspectingNurturing Verticalization/ Named Accounts Account Based Marketing (mis)communication and compromise
  6. Redefining the relationship ▶ Who are our prospects? ▶ What data do we need to validate fit? ▶ Who are our Marketing Qualified Leads? ▶ What is the follow-up time for MQLs? ▶ How is data structured in our CRM? ▶ How does sales provide a feedback loop? ▶ What are our shared goals?
  7. Do we have all the tools we need?
  8. Sales & Marketing Infrastructure Digital Analytics Testing Marketing Cloud CRM Data Management Platform Big data architecture Business Intelligence Sales & Marketing Tools Demand Side Platform / Display Content / Social Marketing Platforms Website CMS/WCM/RTP Data Enrichment & Prospecting Lead Scoring / Predictive Analytics Sales & Marketing Automation Sales Enablement Customer Sales & Marketing Tools Advocacy / Networking / Event Management Customer Success Finding the right tool for the job
  9. Your CRM is the center of your universe
  10. The outbound funnel
  11. The joint goal: revenue
  12.  Implement lead scoring to accelerate the sales cycle  Execute on a service level agreement and prioritization process of leads Nurturing the relationship
  13. Why score leads?
  14. Content downloads Subscriptions Free trials Tradeshows What makes a lead qualified? Revenue/funding Employees Technologies* Traffic B2B/B2C Title Fit (Explicit)Engagement (Implicit)
  15. Competitive Techs Complementary Techs Technologies and lead scoring Predictive Lead Scoring
  16. Lead prioritization and distribution
  17. Automation can improve efficiency
  18. Organizing your touchpoints
  19. Team selling + sharing the credit
  20. SUSPECTS PROSPECTS OPPORTUNITIESCONTACTS Sales attribution
  21. The CxO Mindset
  22. Questions? Nic Zangre, Director of Marketing Operations Ben Sardella, Co-founder

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