inboundphx: case study - sales & marketing working together
TRANSCRIPT
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CASE STUDY: MARKETING + SALES WORKING TOGETHER
JAMIE GLASS, VP MARKETING & SALES OPERATIONS AT WELOCALIZE
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THE REALITYMarketing is Funded by SalesMarketing is the Fuel for Driving RevenueMarketing Opens the ConversationsSales Closes the DealResults Matter and Align to Business OutcomesEveryone Owns the Customer Journey
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THINK LIKE SALES
Identify Ideal Client
Profile
Go Where They Go
Listen to Their
Challenges
Personalize Conversatio
n
Solve Problems Ask to Buy
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Ideal Client Influence Engage
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CREATING CONVERSATIONS
According to Cult Brand Marketing,
there are 52 types of marketing
strategies and tactics you can use
to bring new customers to your
business and grow your brand.
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CASE STUDY
SALES IDENTIFIES TARGETS
Localization BuyerGlobal Brand$1M Budget
Complex Requirements
TOGETHER WE IDENTIFY
INFLUENCERSStrong Community
Influenced by Global Brands
NetworkersExperienced
WE LISTEN TO BUYERS
Market ResearchEvents
Listen to Buyer Presentations
Share and Collaboration
Marketing Plan CRM + Research Socializing
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CASE STUDY
MARKETING PERSONALIZES CONVERSATION
SegmentationNeeds
CapabilitiesValue Propositions
WIIFM
WE PRESENT SOLUTIONS
Customer-CentricInnovative
Outcomes DrivenUrgency
SALES ASKS FOR THE BUSINESS
Call to ActionEasy to Do Business
Validates Customer Journey
Content + Technology Presentation Proof
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CASE STUDY: CLIENT EVENT RESULTS1. Invite Targeted Buyers = 1,413
• SFDC + Marketo• Email Campaigns• Web and Landing Pages• PR
2. Peer-to-Peer Event on Industry Topics = 29• Presentations by Influencers• Event Management (Logistics, Giveaways)
3. Event Follow-Up• Emails 2x + nurtures• Call Campaigns for Meetings
4. Sales Presentations = 85. Proposals (RFPs, Quotes) = $3.5M6. Close = $2.2M
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SUCCESSMarketing is SellingMarketing ROI is Critical - Prove by Sales Results, Tracking Activities and Producing ScorecardManage Multiple Marketing Touchpoints Start the Sales Process with Targeted Conversations
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SUMMARYUnderstand the Sales Process - Match Your Marketing Plan with your Sales PlanAgree on Key Targets – Accountability and CommitmentKnow Your Buyer and Build Influence – Participate in Buyer CommunitiesListen to Their Needs – Go on Sales Calls and to EventsPersonalize Your Conversations – Emails, Advertising and Customizable ContentDemonstrate Why – Case studies, Thought Leadership, WebinarsPresent and Propose Solutions – Presentations, CollateralShow Why Now – Success stories, PR, Testimonials
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CONTACTJamie GlassVP Global Marketing + Sales OperationsWelocalizewww.welocalize.com [email protected]: @jglass8, @welocalize, @welocalizejamie