Driving Sales & Marketing Alignment: Real World Case Study

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1) The document discusses a case study of how a director of product and solutions marketing at Veracode uses activity intelligence to better align marketing and sales. 2) It describes how understanding the evolving IT buying process and delivering the right content to sales allows them to uncover a $1 million opportunity. 3) The key takeaways are that IT buyers have more information than companies realize, activity intelligence is critical for marketing success, content must be strategically aligned to drive revenue, and the best marketers closely measure outcomes through closed-loop lead follow up and nurturing.

Marketing

Key points we’ll cover
2
●  Marketer case study—real world example of Activity
Intelligence™ in action
  Recognizing the IT buying dynamic has evolved
  The importance of delivering the right content
●  Delivering actionable intelligence to sales is key to your
marketing success
  The story of the uncovered $1MM opportunity
  Lead follow-up and nurturing best practices
●  Closed loop marketing and sales together drive revenue

Our featured guest speaker and case study
3
●  Responsible for leading product
marketing and demand strategy
  Increase measurable impact on
pipeline and bookings through an
integrated content and campaign
framework aligned to the buyer’s
journey
●  Veracode secures the world’s software
with a market leading Application Risk
Management Platform
●  Marketing philosophy: Revenue
marketers must evolve from passing
leads to passing intelligence
Patty Foley-Reid
Director Product and
Solutions Marketing
© TechTarget

16
1.2M
Reveal big
opportunities
at target accounts


17
1.2M
Don’t
underestimate the
buying committee
William


18
1.2M
Deconstruct the
deal and look
behind the scenes
William


21
May be too late
If waiting for BANT
qualification


22
Consider concierge
service to
intelligence


25
1.2M
Monitor digital body
language
William


26
Monitor account
digital body language


35
From: Sales
To: Marketing
Subject: Another Beautifully Qualified Tech Target Lead
with AMAZING POTENTIAL
I just wanted to make you aware of the wonder that are
the Tech Target Leads! This is such a great example of
getting us back involved due to the prospect doing
research, and without the Tech Target insights we would
have never gotten in while they are still evaluating. We
now have a chance to earn this business!!!
Sincerely,
Sales

37
Persona
Supporting
Content
Sweet
Spot
Buyers
Journey
Media,
Distribution
Programs
Nurturing
Metrics,
Testing,
Optimization
Core
Content
Content Marketing Blueprint

Takeaways for Tech Marketers – intelligence
leads to more deals
© TechTarget 38
•  IT buyers are in control -  Tech buyers know more about us than we think
-  Identify research trends and monitor activity closely
•  Activity Intelligence™
is a critical success factor
-  Marketing owns the insight
-  Old school = passing leads
-  New school = passing intelligence
•  Content blueprint drives
more deals
-  Need a content strategy and everything has to
connect to revenue
-  Align your message/solution to only relevant content
•  Best marketers are the
ones that measure
-  Closed loop lead follow-up
•  Use nurturing -  Take leads to where you want them to go
Moral of the story: Intelligence helps Sales get in early on more deals!

Seminar presentation in Stockholm on 17 October 2014. Successful Digitization Requires: Clear Vision and Road Map, Agile Governance, Renewing Processes, New Competences and Data Orientation. SLIDE 2: Digitalization of customer facing activities means e.g. product data management, eCommerce, CRM, knowledge management, marketing automation SLIDES 3: Digitization Roadmap SLIDE 4: Digitalization changes processes SLIDE 5: Too many difficult concepts like knowledge management SLIDE 6: Good vision & agile governance is required in order to be successful SLIDE 7: Digital + Data = Sales Productivity SLIDE 8: New marketing competences like customer experience, analytics, content marketing SLIDE 9: New sales competences like social selling, analytics, digital collaboration SLIDE 10-13: Predictive analytics. Sales want to have more consultative discussions SLIDE 14-17: Ruukki B2C lead managment process and results SLIDES: 18-22. Ruukki marketing automation example. Eloqua global winner of the Markie Award "The Best IT - Marketing Collaboration" SLIDE 23: Summary: Renew processes, strategy and governance, new capabilities

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SEO as the Backbone of Digital Marketing

Felipe Bazon

What is digital marketing And why is it used?

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Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/

Assignment 2 Task 1: Digital Marketing Course

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Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

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What is digital marketing And why is it used?

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Driving Sales & Marketing Alignment: Real World Case Study

1. Driving sales & marketing alignment: Real world case study Peter Ross, VP Corporate Marketing Patty Foley-Reid, Director Product & Solutions Marketing, Veracode

2. Key points we’ll cover 2 ●  Marketer case study—real world example of Activity Intelligence™ in action   Recognizing the IT buying dynamic has evolved   The importance of delivering the right content ●  Delivering actionable intelligence to sales is key to your marketing success   The story of the uncovered $1MM opportunity   Lead follow-up and nurturing best practices ●  Closed loop marketing and sales together drive revenue

3. Our featured guest speaker and case study 3 ●  Responsible for leading product marketing and demand strategy   Increase measurable impact on pipeline and bookings through an integrated content and campaign framework aligned to the buyer’s journey ●  Veracode secures the world’s software with a market leading Application Risk Management Platform ●  Marketing philosophy: Revenue marketers must evolve from passing leads to passing intelligence Patty Foley-Reid Director Product and Solutions Marketing © TechTarget

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15. 15 Connect content to revenue 1.2M 

16. 16 1.2M Reveal big opportunities at target accounts 

17. 17 1.2M Don’t underestimate the buying committee William 

18. 18 1.2M Deconstruct the deal and look behind the scenes William 

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21. 21 May be too late If waiting for BANT qualification 

22. 22 Consider concierge service to intelligence 

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25. 25 1.2M Monitor digital body language William 

26. 26 Monitor account digital body language 

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29. 29 Disqualified. Really? 

30. 30 No Interest! Really? 

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35. 35 From: Sales To: Marketing Subject: Another Beautifully Qualified Tech Target Lead with AMAZING POTENTIAL I just wanted to make you aware of the wonder that are the Tech Target Leads! This is such a great example of getting us back involved due to the prospect doing research, and without the Tech Target insights we would have never gotten in while they are still evaluating. We now have a chance to earn this business!!! Sincerely, Sales

36. 36 Content Marketing Blueprint

37. 37 Persona Supporting Content Sweet Spot Buyers Journey Media, Distribution Programs Nurturing Metrics, Testing, Optimization Core Content Content Marketing Blueprint

38. Takeaways for Tech Marketers – intelligence leads to more deals © TechTarget 38 •  IT buyers are in control -  Tech buyers know more about us than we think -  Identify research trends and monitor activity closely •  Activity Intelligence™ is a critical success factor -  Marketing owns the insight -  Old school = passing leads -  New school = passing intelligence •  Content blueprint drives more deals -  Need a content strategy and everything has to connect to revenue -  Align your message/solution to only relevant content •  Best marketers are the ones that measure -  Closed loop lead follow-up •  Use nurturing -  Take leads to where you want them to go Moral of the story: Intelligence helps Sales get in early on more deals!

Driving Sales & Marketing Alignment: Real World Case Study

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