Sales Enablement: Driving The Critical Last Mile Of Engagement

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From the B2B Content2Conversion Conference, with: Panelists: -Matt Heinz, President, Heinz Marketing -Ken Roden, Product Marketing & Sales Enablement Strategist, PayScale -Stephanie Lee, Manager, Customer Marketing, Zendesk

Business

Sales Enablement: The
Critical Last Mile Of
Engagement
#C2C16

#C2C16
Moderator:
• Matt Heinz, President, Heinz Marketing
Panelists:
• Ken Roden, Prodcut Marketing & Sales Enablement
Strategist, Payscale
• Stephanie Lee, Manager, Customer Marketing,
Zendesk
• Courtney Caldwell, President, The Write One

www.payscale.com
Sales
Reps
Back in 2014…
Concerned about Sales productivity
Stretched thin
Content unused
Frustrated
Unable to find tools
Making their own
Sales
Management
Marketing

www.payscale.com
Set up Highspot environment
Engage influencers
Create an action plan
Building and Buying
Demand
Generation
Mktg
Leadership
Sales
Ops
Sales
Mgmt
•New•
Sales Exce

www.payscale.com
Rollout
Trainings
Grass roots
Incentive program
Provide “carrot” to
ensure adoption

www.payscale.com
The Results
Sales
Reps
Sales productivity Focus on skills
dev.
Stretched thin Focus on coaching
Content unused
Frustrated
Unable to find tools
Making their own Long term
goal
Sales
Management
Marketing

www.payscale.com
“ Finding new new stuff is where Highspot
is really beneficial - it's great to see new
content in the "featured content" section
on the home page.”
-Alex Hall

www.payscale.com
Ensure adoption
Continue to evangelize
Overshare
Key Learnings

www.payscale.com
Continue to optimize sales tools and content
Leverage analytics for deeper, actionable
understanding
Beta to Account Management Team
What’s Next

#C2C16
Zendesk Sales Enablement Takeaways
Stephanie Lee, Manager, Customer Marketing, Zendesk
Courtney Caldwell, President, The Write One

#C2C16
Zendesk Project KPIs
Metrics Results
Establish positive QoQ run rate for OB
bookings
OB booking amount increased 130% QoQ
Improve 2015 OB booking attribution by
2.5 points
OB booking attribution up 15+ points,
OVER HALF of total booking MRR
Increase net new OB deals generated 23% increase realized YoY
Increase pipeline generated by OB SDRs 24% increase realized YoY
Improve speed of close When Source=OB, conversion velocity
improved 9% YoY
New prescriptive templates generated 68% of OB MRR in Q115

#C2C16
Key Zendesk Learnings
Highlights* Lowlights
The average deal size improved 3X in
less than 6 months (recalibration of
personas, training)
The average deal size per oppty was
lowest within project timeframe (but
still 25% better than 2014 actuals)
OB SDR onboarding timeframe and
learning curve shortened
As OB SDR performance improved,
team members were promoted out of
department
*Overall, head of sales and head of marketing now tightly aligned on pipeline management and sales forecast

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Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019! It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday. Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.

How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52 Believe it or not, it’s that time of year again. Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start? Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data. After this session, you will be ready to: Derive insights from past campaign performance to plan next year’s campaigns Layout a 4-part strategy to reach your goals Create a marketing budget to support your 2019 objectives With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

G3 Communications

This document summarizes a presentation on personalized marketing strategies. The presentation discusses how personalization can increase engagement by greeting customers by their first name, but that personalization requires more than just greetings. It provides five examples of personalization: 1) segmenting audiences into smaller lists, 2) using multiple communication channels, 3) tailoring content dynamically, 4) gathering user preferences, and 5) using machine learning. The presentation was given by Katie Staveley from Mautic, who discussed how their marketing automation platform can be used to enable personalized experiences across digital channels.

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

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The document describes the results of a content audit conducted by JLL Corporate Solutions. It outlines a 5-step process: 1) determining objectives and scope, 2) gathering content, 3) establishing criteria and conducting the audit, 4) analyzing results, and 5) developing an action plan. Key findings included that over 50% of Americas content was of high quality, while 70% of EMEA content addressed operational excellence. The audit identified opportunities to improve content alignment with JLL services like the Future of Work framework. Overall, the audit provided a strategic tool to optimize content marketing practices.

How a Partner-First Approach Drives Revenue & ROI

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

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This document summarizes a presentation on using incentive programs to accelerate partners' digital transformation. It discusses assessing the current state of partners' demand generation and skills, aligning incentive programs to partners' sales processes and the buyers' journey, and developing a framework to incentivize key partner activities and behaviors at individual and company levels. The framework involves identifying target activities, tagging them as influencing individuals or companies, selecting appropriate incentive types, applying benchmark incentive rates, and measuring programs. The goal is to use incentives to drive partners' marketing certification, demand creation, opportunity registration, deal closing, and renewals behaviors.

5 Stages of the Partner Journey

G3 Communications

The document discusses the 5 stages of a partner's journey: 1) Awareness, where a partner explores new products, technologies or vendors. 2) Consideration, where a partner evaluates options. 3) Decision, where a partner selects what to move forward with. 4) Experience, where a partner engages in a relationship. 5) Growth, where success is achieved and the partner continues investing in the relationship. It emphasizes that partners have power and build solutions, and that 60% of a solution provider's decisions are made before engaging with a vendor.

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

G3 Communications

Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

G3 Communications

Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

G3 Communications

Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

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1. #C2C16

2. Sales Enablement: The Critical Last Mile Of Engagement #C2C16

3. #C2C16 Moderator: • Matt Heinz, President, Heinz Marketing Panelists: • Ken Roden, Prodcut Marketing & Sales Enablement Strategist, Payscale • Stephanie Lee, Manager, Customer Marketing, Zendesk • Courtney Caldwell, President, The Write One

4. Sales Enablement at PayScale #C2C16

5. www.payscale.com Sales Reps Back in 2014… Concerned about Sales productivity Stretched thin Content unused Frustrated Unable to find tools Making their own Sales Management Marketing

6. www.payscale.com Set up Highspot environment Engage influencers Create an action plan Building and Buying Demand Generation Mktg Leadership Sales Ops Sales Mgmt •New• Sales Exce

7. www.payscale.com Rollout Trainings Grass roots Incentive program Provide “carrot” to ensure adoption

8. www.payscale.com The Results Sales Reps Sales productivity Focus on skills dev. Stretched thin Focus on coaching Content unused Frustrated Unable to find tools Making their own Long term goal Sales Management Marketing

9. www.payscale.com “ Finding new new stuff is where Highspot is really beneficial - it's great to see new content in the "featured content" section on the home page.” -Alex Hall

10. www.payscale.com Ensure adoption Continue to evangelize Overshare Key Learnings

11. www.payscale.com Continue to optimize sales tools and content Leverage analytics for deeper, actionable understanding Beta to Account Management Team What’s Next

12. #C2C16 Zendesk Sales Enablement Takeaways Stephanie Lee, Manager, Customer Marketing, Zendesk Courtney Caldwell, President, The Write One

13. #C2C16 Zendesk Project KPIs Metrics Results Establish positive QoQ run rate for OB bookings OB booking amount increased 130% QoQ Improve 2015 OB booking attribution by 2.5 points OB booking attribution up 15+ points, OVER HALF of total booking MRR Increase net new OB deals generated 23% increase realized YoY Increase pipeline generated by OB SDRs 24% increase realized YoY Improve speed of close When Source=OB, conversion velocity improved 9% YoY New prescriptive templates generated 68% of OB MRR in Q115

14. #C2C16 Key Zendesk Learnings Highlights* Lowlights The average deal size improved 3X in less than 6 months (recalibration of personas, training) The average deal size per oppty was lowest within project timeframe (but still 25% better than 2014 actuals) OB SDR onboarding timeframe and learning curve shortened As OB SDR performance improved, team members were promoted out of department *Overall, head of sales and head of marketing now tightly aligned on pipeline management and sales forecast

15. Questions? #C2C16

16. #C2C16 Thank You

17. #C2C16