Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
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3 Powerful Marketing and Sales Alignment Strategies for Successful Business Outcomes
1. 3 Powerful Marketing and Sales
Alignment Strategies
For driving successful business outcomes
January 13, 2017
Heidi Bullock
GVP, Global Marketing
Marketo
@HeidiBullock, #MKTGNation
2. @HeidiBullock, #MKTGNation
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Housekeeping
13. @HeidiBullock, #MKTGNation
#2: Work back from your objective –
don’t start with tactics
The Central Region needs to close $2.4M this quarter – how will we get there? Need a total of 9 opps.
Program Stage Goal Est % close
Analyst Field Lunch Mid 3 opps 1 opp
Digital Transformation
Webinar for Execs
Mid 2 opps 1 opp
Leadership Forum Mid 4 opps 2 opp
C-level dinner Late 6 opps 2 opp
Exec meeting with dm Late 5 opps 3 opp
Total 20 9 opps
15. @HeidiBullock, #MKTGNation
#4: Measure at Different Time Points
Example: Target Accounts
Goal = Create pipeline and revenue within target accounts
Metrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs
1
• Lift in website traffic – target
accounts visiting site
2
• New names in target account
(building out white space)
3
• Target accounts visiting dedicated
account pages, converting
4
• Engagement score for set of
programs per month
1
• Program success with a target
account
2
• Call connects (target accounts)
3
• # of meetings w/in target account
4
• Marketing qualified leads (MQLs) in
target account
1
• # of opportunities in target accounts
2
•First Touch Ratio
3
•Multi Touch Ratio
4
• Pipeline in target accounts
Early Mid Late
19. Section 2 – Technology - Where
Marketing Automation Can Help
20. @HeidiBullock, #MKTGNation
1. You need to hit your business
goals (pipeline, revenue,
retention, cross-sell, up-sell)
2. Marketing and Sales HAVE to
be on the same page
3. You need to know what is
working or not
Regardless of Your Approach…
21. @HeidiBullock, #MKTGNation
Attract Engage Close
Drive more
inbound
website traffic
Convert web
visitors to
leads
Right message
Right person
Right time
Accelerate the sales cycle
Increase quality leads
to sales
Win more deals
25. Page 25 @HeidiBullock, #MKTGNation
2. Personalize experience for known and
anonymous visitors
Visitors from UPS Visitors from Barclays
Using Web Personalization - increased opportunity stream from target accounts
32. @HeidiBullock, #MKTGNation
6. Scale programs for team efficiency
Clone Complete
Programs
Track Costs and Tags
for Measurement
Use “Tokens” To
Parameterize
33. @HeidiBullock, #MKTGNation
Replicating a Webinar Program
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Copy Edit
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
22 Laborious Steps – 2+ Hours
34. @HeidiBullock, #MKTGNation
Replicating a Webinar Program with
Marketo
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Clone
Program-level fields
1. Webinar name
2. Webinar title
3. Speaker name
4. Speaker title
5. Webinar Description
6. Date
7. Time
Push
8 Quick Steps – 3 Minutes
37. @HeidiBullock, #MKTGNation
• Collaborate closely with sales
• Develop a plan for both sales and
marketing to execute
• Create SLAs
• Work closely with sales for coordinated
outreach
• Train reps on how to use tools and
programs
• Get feedback
Sales and Marketing Alignment
39. @HeidiBullock, #MKTGNation
• Prioritize Leads for Sales
• Pass All Marketing Data Over
Seamlessly
• See How Sales is Following Up
• Give Them Insight and Tools for
Success
Connect CRM with MAP
41. @HeidiBullock, #MKTGNation
“Have you heard of Marketo?” vs. “Saw you stopped by
our booth in New Orleans last month”
Relevant Conversations Start with
Relevant Information
43. @HeidiBullock, #MKTGNation
• Meet Frequently
• Upcoming campaigns and
reports
• Analyze trends and results
• Shadow Sales Calls
• Inspire new content creation
• Provide feedback
• Lead quality
• Campaign needs/ideas
Partnering for Success
Think about sales and marketing as one team
45. Page 45 @HeidiBullock, #MKTGNation
Complete Analysis
Channel Cost
FT
Opps
Cost/FT
Opp
FT Pipeline
FT
Pipeline/Cost
MT Opps
Cost/MT
Opp
MT Pipeline
MT
Pipeline/Cost
Days to
Opp
Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115
Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98
Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107
Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124
Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99
PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87
Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127
Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74
Days to Opportunity
Average time from lead entering
database to opening opportunity
46. @HeidiBullock, #MKTGNation
10. Know what works
Page FT Revenue MT Revenue
Digital Advertising $410,000 $525,000
Field Events $320,000 $903,000
Content Syndication $525,000 $117,000
More efficient at pushing
leads through funnel
More efficient at acquiring
the right leads
50. @HeidiBullock, #MKTGNation
These Conversations are Fun Wow, our
engagement, NPS
score have never
looked better!Seriously, what
the ##$%^ are
they talking
about?
Head
of sales
Marketing
team
51. @HeidiBullock, #MKTGNation
• Speak the right language
• Focus on what they care
about – later stage, meetings
• Pair team members up
• Sit in deals
• It’s your job to make sure
marketing ‘gets it’
People Reminders
52. @HeidiBullock, #MKTGNation
• Develop a plan for both sales and marketing to
execute with shared incentives
• Agree on SLAs, definitions, metrics
• Coordinate outreach
• Train reps on how to use tools and programs
• Get feedback
• Keep things simple and focused
Process Reminders
Hi Everyone and thank you for joining us today for this exciting inside sales event!
My name is Heidi Bullock and I am the GVP of Marketing here at Marketo – and today I will be going through a few tips you can leverage to make your business more effective – specifically in terms of driving revenue.
And with that let’s get going!
Challenges
Key considerations
Examples mapped to business stages
You have a job to do – but it’s harder - WHY
Challenge #1: It seems like you always need more qualified leads and of course pipeline! You need to drive more revenue and close deals faster! In general it may feel like more is being added to your plate.
Challenge #2: With the added demands, you or your team may feel like you have more programs to build out – including webinars, emails, landing pages, etc.
If you are trying to scale up your marketing efforts, this can take you --- or your team ----some time to get done and it can be very overwhelming.
Challenge #3: You may have some disconnect with sales around what a lead is and when they are qualified.
How can you ensure your marketing and sales teams are on the same page? This is even more important if you are doing account based marketing.
How do you handle getting the best leads to sales at the right time?
-- and lastly….
Challenge #4: To ensure you get the budget you need to hit your goals and protect what you have - how do you prove and demonstrate the value of your marketing programs and show overall marketing ROI?
You want to be able to answer the following questions?
What is your top performing channel?
What is your top performing program?
What would you do with more budget?
What program would you cut?
Don’t worry! We’ve got this!
processess
It is critical to clearly define your shared revenue model. A good model will have:
Agreed upon definitions and stages
Clear service level agreements – slas – ex: a BDR or SDR has 8 business hours to follow up on an Act Now
Incentives
If you use Marketo – you can build this out
Don’t start with tactics.
Who are you selling to? What makes sense?
To illustrate the point further. Let’s compare ABM to traditional B2B marketing.
Traditional B2B marketing is often done in a broad reaching way – which you see depicted visually on the left side here. Most marketers try to get their word out….as far and wide as possible…. by leveraging a bunch of different marketing channels: from their website, to email to paid ads, earned media and on and on.
And they try to put out as much content as possible across these channels: eBooks, whitepapers, videos, case studies, bylined articles and so on. That broad reaching approach describes most of the modern B2B marketing we see today.
The hope for these marketers is that by casting a very wide net, as far and as wide as possible, and by putting out as much content as possible out the world, that it will act as a big huge marketing magnet and draw in a huge number of leads into your funnel. And of course, the more leads you have at the top of the funnel, the more wins you’ll generate at the bottom of the funnel. It’s all about going after a large swath of your buying market with a loud voice, and maximizing the volume of leads that go through the funnel.
On the other hand, ABM is in many ways the opposite. It’s about getting all your resources - your program dollars AND your people (including your sales and marketing teams) - working together in a coordinated way to go after very specific accounts. It’s not about amplifying your voice across a wide swath of the market. It’s about taking a very direct approach to engage very specific target accounts.
Measure at different time points.
A frankenstack, a set of individual siloed tools an organization tries to make work together, is what you should try to avoid. A well constructed marketing stack has a CRM as the central hub – it’s where data is maintained and leveraged. Large enterprise organizations have ecosystems that are made up of more than just one platform. There may be a need for a CMS, CRM, and ecommerce platform just to name a few.
What could be the norm in marketing technology now could change in the future. Depending on the organization type the needs change – some B2Cs need more robust ecommerce platforms while others don’t. The best way to avoid a frankenstack is to have a complete view of what your organization needs and wants to accomplish with the use of technology – without this an organization can mistakenly pick up one-off tools for specific tasks. Also, when both sales and marketing are aligned it decreases the chances of mistakenly purchasing tools that everyone doesn’t agree work best.
focus on decisions that improve marketing.
A key part of your planning process is to identify up-front what decisions you need to make to drive company profits, and then build your measurements to capture the right information.
This means you should measure things not just because they are measurable – but rather because they will guide you towards the decisions you need to make to improve company profitability.
Like the dashboard in your car, three to five metrics are all you really want. Think about the contrast with a dashboard in a 747 airplane --- there are so many measurements it’s hard to quickly ascertain the most important ones.
technology
With that as context, for today’s presentation, I am going to highlight where marketing automation can help you at different points in the marketing and sales funnel and how we can address some of those challenges in a more streamlined and effective way.
Marketing automation can help you attract new prospects, engage them in a relevant manner until they are ready to buy - via channels like e-mail, social, mobile and web.
For this presentation, let’s think about the funnel in 3 distinct areas:
Attract:
Drive more inbound traffic (SEO, Ad Bridge)
Convert web visitors to leads (RTP)
Engage:
Right message, right person, right time (Segmentation, Dynamic Content, CEE)
Accelerate the sales cycle (Scoring, Triggers)
Close:
Increase quality leads to sales (Alerts, MSI)
Win more deals (Interesting Moments)
And lastly with marketing automation you have the ability to measure and reiterated across each of these stages
Ok! Let’s start at top of the funnel. The big question many of us ask at this stage – is how can I generate demand -- in a scalable way-- (and uses your budget most efficiently) – that creates leads that convert?
So, where do you start? Your website is one of the first areas you want to spend time on and make sure it is optimized for lead generation.
Goal #1 that marketing automation can help you with is increasing inbound traffic to your site! With Marketo, there are some helpful SEO capabilities I will touch on. You can quickly analyze your keyword rankings and those of your competitors so you can target areas of improvement.
Recommends web and landing page optimizations to help search engines more effectively crawl and index your site
3. Identifies inbound link opportunities based on your targeted keywords and links to competitor sites.
Another aspect of driving top of the funnel ---- is marketing to the anonymous visitors that visit your website.
You have 0-8 seconds to persuade your audience with your headline and landing page – so you want to be as personal and relevant as possible.
Now that you have people in your database, how do you further engage them and create a relationship until they are ready to buy?
I am going to focus on a few key areas because of time, but I want to highlight the importance of engaging and nurturing prospects across multiple channels. Using solutions like marketing automation, makes this more scalable --- AND you can really understand which combination of channels and key programs are most effective.
Now for most of us, email is a critical component of nurturing and one thing you want to make sure of is that you are sending the right email to the right person at the right time. To do that, we need to test.
Cross-channel personalized engagement
Select channels to meet your objectives
Coordinate your story across channels
Work closely with sales on outreach
Talk about call now campaigns
Through testing, you will know what works best for a particular buyer and segment.
Once you know what type of emails and landing pages work well – you will want to do more of them. As we discussed earlier -- many of us have large goals and this often requires running more programs. Using marketing automation, specifically marketo, you have the ability to replicate a program in minutes.
Let me walk through a quick example:
ABM will not be successful if you try and do it on your own – you must involve sales
Lead scoring is a methodology to rank leads to determine their sales readiness.
Can score demographics – for example, for our business VP of Marketing = high likelihood to purchase, will be scored higher, student lower
Other key element is behavior – what someone does – for example going to your pricing page or engaging with a high value later stage piece of content – score this highly
camille
At Marketo we have these in place and it is all automated.
So when a lead becomes a lead, if after the first day they haven’t touched it, they get a nice incredibly friendly reminder. And you can see from this slides the reminders get less friendly.
As you can imagine, there are very few leads that aren’t followed up within a 3-day period. And by the way, some leads are followed up much more quickly.
Now, this may seem a bit harsh, but hey, that’s an SDR’s job. Their primary mission is to call and qualify our best leads and pass them to an AE if they think an opportunity exists.
Act Now’s – 8 Business Hours
+75 points
Automatic MQL
Reserved for high value activities (ie: visits pricing page 3x in a week)
Contact Me – 8 Business Hours
MQL – 12 Business Hours
Touch Stages 1-4 – 2 Business Days
Connected – 20 Business Days
Jesssica
Shadow calls
Drive awareness for marketing*
Collect market perceptions for content creation
Feedback
Marketing
Sales
*what I mean here is give marketing an inside look at what goes on in calls so that they can pivot as needed in content, training, battlecards, wtc
Discover people that you don’t know from the account
What do I measure? When do I measure? How do I connect
Pair folks up
ABM will not be successful if you try and do it on your own – you must involve sales
Lead scoring
Testing of programs
Meetings with stakeholders – SDR team and Sales
Now that you have people in your database, how do you further engage them and create a relationship until they are ready to buy?