b2b marketing success: sales and marketing alignment
TRANSCRIPT
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B2B marketing success: Aligning marketing and sales to build
a demand gen machine
Speakers:
Ben Sardella,
Co-founder at Datanyze
Nic Zangre,
Director of Marketing
Operations at AdRoll
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Speakers
Nic Zangre
Director of Marketing Operations
at AdRoll
Ben Sardella
Co-founder of Datanyze
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Agenda
▶ Aligning your org
▶ Tools of the trade
▶ Revenue sharing
▶ Q&A
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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.
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Leads Opportunities
RevenueConversions
ProspectingNurturing
Verticalization/
Named Accounts
Account Based
Marketing
(mis)communication and compromise
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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?
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Do we have all the tools we need?
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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
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Your CRM is the center of your universe
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The outbound funnel
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The joint goal: revenue
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Implement lead scoring to accelerate the sales cycle
Execute on a service level agreement and prioritization process of leads
Nurturing the relationship
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Why score leads?
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Content downloads
Subscriptions
Free trials
Tradeshows
What makes a lead qualified?
Revenue/funding
Employees
Technologies*
Traffic
B2B/B2C
Title
Fit (Explicit)Engagement (Implicit)
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Competitive Techs Complementary Techs
Technologies and lead scoring
Predictive Lead Scoring
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Lead prioritization and distribution
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Automation can improve efficiency
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Organizing your touchpoints
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Team selling + sharing the credit
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SUSPECTS PROSPECTS OPPORTUNITIES CONTACTS
Sales attribution
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The CxO Mindset
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Questions?
Nic Zangre, Director of Marketing Operations
Ben Sardella, Co-founder