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Marketing Beyond Marketers: Putting Sales Enablement Before Demand Generation

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To see success from your sales or marketing efforts, you often need to think beyond your traditional programs to drive awareness and stay top of mind in a competitive market, especially with a small team. Many demand generation leaders look toward automation as the first way to make an impact without the work being time intensive, but what if you took it a step further and looked outside marketing as a whole?

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Marketing Beyond Marketers: Putting Sales Enablement Before Demand Generation

  1. 1. #B2BMX MARKETING BEYOND MARKETERS – Blending Sales Enablement with Demand Generation Presented by: Tabitha Adams
  2. 2. #B2BMX • 6 years experience in Demand Generation • Software/SaaS background • Heavy focus on balancing process and marketing technology • Strong understanding of the “backbone” for marketing – marketing automation, a good website, etc. @tneather /tabithaladams
  3. 3. #B2BMX • 30 years in the hardware/technology space • 3 product areas: Network switches, access points, IP surveillance • Heavy consumer focus à transitioning to business focus • Legacy processes and use of systems
  4. 4. #B2BMX HOW DO WE MOVE TO A MARKETING- LED SALES MODEL?
  5. 5. #B2BMX Transition to Marketing-led sales model Move from Channel to End User marketing strategy Build an Inside Sales team (LDRs) INITIAL PRIORITIES Build an Inside Sales team (LDRs)
  6. 6. #B2BMX LARGE GOALS, SMALL TEAM
  7. 7. #B2BMX CHALLENGES Lack of Industry Knowledge/Personas No Existing Marketing Tech Stack Low Incremental Budget
  8. 8. #B2BMX SALES AS AN EXTENSION OF MARKETING üExtensive experience in the industry üDocumented personas and sales strategies üReach extensive network of end users in the space üShare same goals as marketing
  9. 9. #B2BMX START WITH THE BASICS Awareness Responder MQL SQL Opportunity Won Marketing Driven Marketing Supported Examples: - Visits key web pages - Finds us on Google Examples: - Downloads tech brief - Registers for tradeshow Examples: - Specifies 2+ BANT criteria - Requests 30-day Eval Examples: - Sales qualified BANT lead - Sales plans on-site Sales works the opportunity and converts them to a customer account Sales Led Activities
  10. 10. #B2BMX BEGIN A PARTNERSHIP Awareness Responder MQL SQL Opportunity Won Sales + Marketing Driven Examples: - Visits key web pages - Finds us on Google Examples: - Downloads tech brief - Registers for tradeshow Examples: - Specifies 2+ BANT criteria - Requests 30-day Eval Examples: - Sales qualified BANT lead - Sales plans on-site Sales works the opportunity and converts them to a customer account Sales Activities
  11. 11. #B2BMX § Drive leads based on research activity § Look for surges in activity in territories or accounts § Look outside existing DB (great, because we don’t have a lot of prospects!) TRIGGER-BASED PROGRAMS
  12. 12. #B2BMX § Swap in text-based emails from sales rep § Balance rich-text marketing emails with open-answer emails “PERSONALIZED” NURTURE Moving to Salesforce Inbox for activity and availability integration
  13. 13. #B2BMX § Supports efforts across all stages § Get product in the hands of customers faster § Mimic “demo” success of software companies § Great push to show “marketing automation” = “sales automation” “DEMO” OF D-LINK PRODUCTS
  14. 14. #B2BMX HOW DO WE SEE THE FUNNEL?
  15. 15. #B2BMX PEOPLE FIRST, OUTCOMES SECOND
  16. 16. #B2BMX § Buyers are less concerned with the qualifying topics salespeople are usually most interested in: Just one in four want to discuss budget, authority, and timeline. § Nineteen percent of buyers want to connect with a salesperson during the awareness stage of their buying process, when they’re first learning about the product. WHAT DO THE BUYERS WANT?
  17. 17. #B2BMX § Sixty percent want to connect with sales during the consideration stage, after they’ve researched the options and come up with a short list. § Twenty percent want to talk during the decision stage, once they’re decided which product to buy (Thank you Hubspot for the metrics!) WHAT DO THE BUYERS WANT?
  18. 18. #B2BMX • Are you looking to purchase? • What is your role in the buying process? • Do you have any budget for additional products? CHANGE OUR CALL OUTCOMES PRODUCTS • What projects are top of mind this year? • What challenges do you face in your role? • What are your organization’s top priorities? SOLUTIONS • 30% increase in connects • 5x increase in meetings
  19. 19. #B2BMX MOVING TO SOLUTION-BASED MESSAGING Subject Line Sent Opens 1 Option for One Real Solution 150 30 What are your IT goals for 2018? 208 47 Have you considered it? 220 44 D-Link & (Company Name) 356 67 What are your top goals, (First Name)? 127 48 Personal, aspiration-based messaging à be a partner, not a provider
  20. 20. #B2BMX BUILD A REPEATABLE PROCESS Find Influence Recommend Engage Demonstrate Understand Position Drive brand awareness and consideration of solutions, not products Be a partner for their use case to bring value for them and their organization to close the deal
  21. 21. #B2BMX ENABLING SALES TO BE “FIRED UP” RECOMMEND ENGAGE DEMONSTRATE UNDERSTAND POSITION INFLUENCE Qualify leads based on their behaviors and their buying role Lead with helpful resources to aid their research and buying process Relate success stories and product benefits to their research. Define their use case and seller’s involvement Schedule next step meetings or connect your prospect with related peers/buyers Relate their solution needs to our products – what fits with their goals and project criteria Verify their needs as you map out how you can fit into future projects Showcase Your Company as the top provider for their needs FIND INFLUENCE
  22. 22. #B2BMX It takes an average of 18 calls to actually connect with a buyer. So how do you connect at the right time? DON’T STOP TRYING
  23. 23. #B2BMX § Build cadences by lead type § Test different time frames and “tactic mix” § Introduce new channels § Social § “Ghost” calls ENABLING FIRED UP SYSTEMICALLY
  24. 24. #B2BMX WHAT DOES THIS LOOK LIKE IN PARDOT?
  25. 25. #B2BMX
  26. 26. #B2BMX YOUR LDR VIEW Critical details? Who are they? How’d they engage? Follow Up?
  27. 27. #B2BMX PRIORITIZE SALES-VERIFIED TOOLS Find Influence Recommend Engage Demonstrate Understand Position
  28. 28. #B2BMX KEEP THE CONVERSATION GOING Schedule regular cadence for feedback meetings (Stop presenting to sales!) Invite sales to vendor meetings (Avoid miscommunication) Think beyond traditional sales metrics (Drive more than the numbers)
  29. 29. #B2BMX § Integrate more SiriusDecisions best practices § Continue optimization of Pardot and SFDC § Account-Based Selling § Predictive Dialing WHAT’S NEXT?
  30. 30. #B2BMX Thank you! @tneather /tabithaladams
  31. 31. #B2BMX • Palomino 1: A Game Plan For Influencer Marketing • Palomino 2: Creating ABM Success In An AI World • Palomino 3: 5 Trends To Redefine Your Webinar Marketing Program
  32. 32. #B2BMX Lunch Time! At The Princess Plaza

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