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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
Speakers Nic Zangre Director of Marketing Operations at AdRoll Ben Sardella Co-founder of Datanyze
Agenda Aligning your org Tools of the trade Revenue sharing Q&A
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 Revenue Conversions Prospecting Nurturing 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
Your CRM is the center of your universe
The web, social networks (LinkedIn, Twitter, Google, YouTube) Sales data / list providers Contact databases Data Enrichment & Prospecting Sales intelligence Sales & marketing automation Email tracking Sales enablement E-signature Sales analtics / data visualization Sales Tools 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
Automation can improve efficiency
Organizing your touchpoints
Team selling + sharing the credit
SUSPECTS PROSPECTS OPPORTUNITIES CONTACTS Sales attribution
The CxO Mindset
Questions? Nic Zangre, Director of Marketing Operations Ben Sardella, Co-founder