1. The Three Places Buyers Need
to See You
The integration between sales & marketing for
enterprise B2B selling
Steve Baumgartner
2. Who is this guy?
Steve Baumgartner
• Enterprise Sales and Marketing Leader, Advisor,
Mentor, etc.
• Done a little bit of everything: Consulting, interim
leadership, public companies, PE firms, start-
ups…across almost every industry…and all sizes
• Built my own $7+M company…learned how to build
AND unwind
• Multiple interim leadership roles for PE firms and
specialize in turn-around
• Have developed expertise in integration between
sales, marketing, and client success for enterprise
lead gen
3. Purpose For Today
Introduce you to a new method for
integrating sales and marketing for the
benefit of enterprise lead gen.
4. Personal Experience
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How I ended up watching Amazon’s Marvelous Mrs. Maisel
Far too many streaming options to keep it all straight
So what do you do when there are too many options….nothing
1. Started seeing Amazon ads for show; first exposure that I
didn’t really pay attention to
2. Then saw news coverage evaluating the show in various
media and social media feeds; curiosity forced me to at
least look
3. Finally, had friend in neighborhood talk about how much
she and her husband were enjoying
Watched trailer to look for myself….and bought
5. Show hit me in three places
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1. Selling to me directly via ads
2. Educated me via content where it was still anonymous
3. Personal reference in my social neighborhood circles
The way I bought this show is the same way we purchase products in our
professional lives…and we haven’t realized it:
• Inbox
• Online community with content to educate
• Professional network with referenceable work
6. So how do you do it?
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MARKETING
SALES CLIENT SUCCESS
All three phases need to be working together
While it may look easy, many processes need to be
aligned to get it done properly
7. INBOX ONLINE PROFESSIONAL CIRCLES
Direct selling demonstrates position
in market with set product they
need to be aware of due to their
title
Demonstrates broader presence in
industry and source for advanced
thinking
Presence in professional networks
puts faces to company name and
enables access to referenceable
work
Three Places Buyers Need to See You
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8. 1. Components of Getting to the Inbox
Tips
▲ You can’t be everything to
everyone; pick one
▲ Communicate to needs and the way
they do their job
▲ Keep cadences simple
▲ DON’T LOSE TRACK OF CONTACTS
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Demonstrates your company is “real”
and based on their title…something
they should be aware of
• Who is my audience?
• What are their needs?
• Where do I find them?
• How do I reach them?
• What do I tell/ask them?
• How often do I tell them?
• How do I manage responses?
9. 1. Components of Getting to the Inbox
9
When building your messaging, consider…
• Make the sale “larger” for mid market buyers
– More about ROI and larger value to company
• Make the sale “smaller” for enterprise
– Highlight how new processes will make the job easier for
individuals or functions
10. 1. Components of Getting to the Inbox
10
Specific processes to be built are:
Contact Cadences - Obtaining contact lists of relevant titles and
designing/distributing email cadences aligned with the Ideal Customer Profile (ICP)
Communications - Writing the call and email scripts, producing questions and
demos for qualifying calls, and having sales enablement/product marketing
materials to send to prospects
Contact Management – Properly managing contacts in and out of the CRM and
marketing automation platform and categorizing into active, future, never (“do not
call” and “no response”), and nurture categories
Sales Methodology - Establishing a methodology to communicate value and need
while utilizing sales stage definitions to define clear next steps
11. 2. Components of Establishing Online Presence
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Tips
▲ Be realistic about what sites are
right for your buyers
▲ Have a call to action
▲ Don’t sell; educate!
PPC
Gated Content?
Blog?
These activities demonstrate they
can learn something by working
with you
• What sites are frequented by
my audience?
• What are they looking for?
• What will be most valuable?
• What do I have/can create?
• What do I want them to do?
• How to make sure they see it?
12. 2. Components of Establishing Online Presence
12
Specific processes to be built are:
Content Marketing - Creating content that educates and positions organization as
thought leader (or just giving tips)
Driving Online Traffic – Determining the desired Call To Action and building online
ad schedule, supporting sites and internal response and tracking process
Establishing Context - Translating content into context for sales and working with
reps to assist in distribution and promotion (materials and messaging)
Content Enablement - Coordinating outbound direct selling and client success
activities to maximize exposure into all channels and provide sales and client
success additional relationship-building touch points
13. 3. Components of Having Presence in Professional
Circles
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Tips
▲ Never stop building the relationship
▲ Make sure customers love your
company
▲ Be a member of and provide value
to the community you’re selling to
▲ Ask for references AND referrals
These activities make sure they love
it
• Where do your customers
network?
• Where do your customers learn?
• How do you want your company
to be known?
• What type of exposure will drive
behavior?
• What do I want them to do?
• Who will speak for you?
14. 3. Components of Having Presence in
Professional Circles
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Specific processes to be built are:
Industry Groups – Attending and playing an active role in the industry to ensure
familiarity with subject matter and ongoing trends
Professional Network Groups – Actively developing relationships and establishing
reputation within functional networks in order to understand what your customers
do and be seen as “one of them”
Relationship Management – establishing a regular communication cadence with
customers at all levels so the organization is known throughout the community
Referenceable Work - Leveraging strong work for formal case studies and asking
individuals within community to provide informal references
15. Where to start
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• Sit down and map the touch points
• Identify what role each function plays
• Establish clear hand offs and activity sets
• Set timelines for each campaign/tool along with how they will be
evaluated
16. Lasting Tips & Tricks
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• If you do NOTHING else early…keep track of your contacts. Or at least
record them somewhere
• You can’t buy what you can’t scope…you must scope for them
• You have to design your interaction process to the way THEY
purchase and/or communicate; don’t sell “transactionally” when it’s a
high context, consultative sell
• It’s not about what you could do…it’s about what you can do...
Great momentum can be generated by just being average!
