B2B marketing success: Aligning marketing and sales to build

a demand gen machine

Speakers:

Ben Sardella,

Co-founder at Datanyze

Nic Zangre,

Direction of Marketing

Operations at AdRoll

Speakers

Nic Zangre

Director of Marketing Operations

at AdRoll

Ben Sardella

Co-founder of Datanyze

Agenda

▶ Why are we here?

▶ Must know sales and marketing tools

▶ Nurturing the relationship

▶ Crediting the teams

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.

Leads Opportunities

RevenueConversions

ProspectingNurturing

Verticalization/

Named Accounts

Account Based

Marketing

(mis)communication and compromise

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?

Do we have all the tools we need?

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

Do we use CRM data to improve

search and (re)targeting conversions?

The outbound funnel

The joint goal: revenue

Implement lead scoring to accelerate the sales cycle

Execute on a service level agreement and prioritization process of leads

Nurturing the relationship

Why score leads?

Content downloads

Subscriptions

Free trials

Tradeshows

What makes a lead qualified?

Revenue/funding

Employees

Technologies*

Traffic

B2B/B2C

Title

Fit (Explicit)Engagement (Implicit)

Competitive Techs Complementary Techs

Technologies and lead scoring

Predictive Lead Scoring

Lead prioritization and distribution

Does our process fit our data model?

Share the credit

Team selling

SUSPECTS PROSPECTS OPPORTUNITIES CONTACTS

Sales attribution

Executive view

Questions?

Nic Zangre, Director of Marketing Operations

Ben Sardella, Co-founder