4 secrets that make marketers drive revenue
TRANSCRIPT
4 Secrets that Make Marketers Revenue Drivers Ideas Built on Case Studies
Peter Mollins VP Marke)ng, [email protected]
“Why waste our life in fric3on when the same effort can be turned into momentum?”
~ Adapted from Frances Willard
Marketing is more than setting the stage for Sales.
Impressive Marketing Statistic?
60% of the buyer journey is complete before a prospect
reaches sales
Does that number seem right?
X% of the buyers journey is complete before they ever contact sales! The evidence is clear. Nearly 75% of B2B buyers now say that buying from a website is more convenient than buying from a sales representa)ve. Further, 93% say that they prefer buying online rather than from a salesperson when they’ve decided what to buy. B2B companies that wait too long to create self-‐serve eCommerce websites risk losing share to pure plays and omnichannel compe)tors.
Sol
utio
n C
ompl
exity
Buying Environment
Guide Me Serve Me
Show Me Enlighten Me
As complexity of solution and buying environment increase, the value of a sales person increases.
Type of Salesperson
Sol
utio
n C
ompl
exity
Buying Environment
Try and Buy
Challenge
Type of Sale
Approach that is effective with buyers also changes.
Challenging Demand Waterfall
Marketing and Sales
Marketing
Sales
Challenge 1: Complexity of Organizations
The average B2B purchase encompasses 20 individuals.
Source: Four Quadrant
Aware Engaged Progressing
Challenge 2: Complexity of Messaging
"The debate for a long time was whether it was the first touch or the last touch that was the most valuable…everything that participated in a sale gets a value.“ - Brandon Proctor, VP, Marketing, Build.com
Challenge 3: Attributing Revenue for Focus
So, now what, modern marketer? Back to the data.
The top 10% of reps consistently close deals.
What about the other 90%?
Efficiency vs. Effectiveness Where do you focus?
Predic)ve
Automated
Campaign-Based Outcome: Large numbers of MALs
Outcome: Large numbers of MQLs
Outcome: Large numbers of deals Predictive
I don’t waste time on prospects that aren’t going to convert.
I just know when to apply pressure and when to back-off.
You have to listen to their needs – spoken and unspoken – and respond well.
How are top reps succeeding and how does marketing support them?
Who
When
What
I don’t waste time on prospects that aren’t going to convert.
I just know when to apply pressure and when to back-off.
You have to listen to their needs – spoken and unspoken – and respond well.
Secret 1: Predict Who to Connect With List to
target
Accessing Contact
Info
Navigate to Right
Person
Wrong Person!
Action Threshold
Negative earnings report
New VP Sales Hire
Time
Imperative
Secret 2: Predict When to Connect
Secret 3: Predict What to Say
Industry Product
Buyer Persona
Primary Pain
Case 1: “Hit ‘em in stride”
“When we surveyed the sales team, one result really stood out. It was clear that sales teams were losing
time looking for or re-creating content for prospects.”
VP, Sales Operations
Case 2: Internal Matters
“We have new products and features being released constantly. So, it is important that sales teams have
current messaging on hand.”
Sr. Director, Sales Enablement
Case 3: Action!
“To get access to our most powerful marketing content, sales people used to have to look through email notifications or leave what they’re doing and
search in a portal.”
Director, Marketing Operations
Who
When
What Data
Secret 4: It’s a Cycle
Peter Mollins VP Marke)ng, [email protected]
4 Secrets that Make Marketers Revenue Drivers Ideas Built on Case Studies