This document summarizes a webinar about how marketing and sales can better align for demand generation. It discusses strategies like account-based marketing, using content streams and waves to engage prospects at different stages, segmenting markets, and mapping out buyer matrices to understand decision-making processes. The webinar emphasizes how marketing and sales must work together and use quality data to speed up sales cycles and increase sales velocity. It provides examples of content that can be used at different stages in the buyer's journey from initial interest to readiness to purchase.

1. How to Align Marketing
and Sales for Better
Demand Generation
Presented by

2. About Chris and Joe
• Chris Rodriguez, Demand Generation
Manager, LeadGenius (Marketing)
• Tools: Marketing Automation,
Salesforce
• Joe Payne, Outbound Lead Generation
Manager, LeadGenius (Sales)
• Tools: Outbound Email Client,
Salesforce
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3. What We’ll Cover Today
• Double Edge Account Based Marketing
• Streams, Waves, and Drips
• The Funnel and the “Spiral”
• Market Segmentation
• Buyer Matrices
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4. Common Terminology
• Lead Generation - Identifying or attracting new
potential clients. It could be inbound or outbound.
• Demand Generation - Moving known potential clients
through your buyer funnel. Where sales and marketing
work together to move a prospect closer to a sale.
• Inbound - The potential client initiates the first touch.
• Outbound - The provider initiates the first touch.
• Account - Company records in your CRM
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5. Double-Edge Account Based
Marketing & Sales Strategy
• What is Account Based Marketing?
• A B2B strategy that takes into account multiple roles within an
organization
• Sales and Marketing must work together
• Data quality is the key
• What is the double edge part?
• Inbound
• Outbound
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6. Streams, Waves, and Drips
Drips
Example: Simple time based emails
Velocity is lost with the drip analogy. What
we want is momentum to speed up our sales
cycle.
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7. Top Funnel Content
Mid Funnel Content
Streams: Linear buyer journeys where content is served
Waves: The content that gets triggered into action
Similar to Aaron Ross’ Nets, Spears, and Seeds
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8. Sales Velocity
• Sell More and Sell Faster
• Quality data shortens the Sales Cycle
• Sales Velocity = Number of Leads x Win Rate (%) x
Average Deal Size / Average Sales Cycle
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9. Sales Velocity
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10. Interested? TOFU
{
• eBooks
• Tip sheets
• White papers that educate
• How-to video/webinar
• How-to blog posts
• Guest blog posts
• Overview reports
• Online articles
• Infographics
• FAQ pages
• Resource pages
• Social posts
}
Qualified? MOFU
{ }
• Email marketing/newsletters
• Buying guides
• Consultations
• Product demo videos/webinars
• Video of keynotes
• ROI calculators
• Case studies
• Data sheets
• Product comparisons
• In-depth blog post
• Testimonials
Ready? BOFU
{ }
• Free trials
• "Deep dive" product demos
• Follow up consultations
• Customized estimates
• Coupons/offers
• In-depth articles
• Input from advocates
• Testimonials
• Email marketing
The Funnel or Spiral
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11. Interested?
TOFU
{ }
Qualified? MOFU
{ }
Ready?
BOFU
{ }
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12. Marketing
Automation
CRM
Outbound
Database Synchronization
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13. Market Segmentation
SMB Mid Market Enterprise
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14. Drilling Down the Buyer
Matrix
DMDM DM
PC
I
Ch
I
Ch
I
Ch
CxOVP(x) VP(x)
D(x) D(x)D(x)
M(x) M(x)M(x)
Legend
PC: Primary Contact
DM: Decision Maker
I: Influencer
Ev: Evaluator
Ch: Champion
(x): Department
VP: Vice President
D: Director
M: Manager
Capturing
accounts based
off of the model
requires a
concerted effort
of influence for a
reduction in time
of the buyer’s
journey to
decision.
Ev Ev
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15. Drilling Down the Buyer
Matrix
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16. Drilling Down the Buyer
Matrix
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17. In Practice
VP Sales = ?
joe@LeadGenius.com
or
The beauty of an account based buyer matrix strategy is that the
tactics involved are logically derived from creating and populating the
matrices with contacts. The “How?” of this strategy is the fun part.
Resourcefulness, adaptation, and technological awareness always
generates interesting ways of answering “How?”.
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18. In Conclusion
• Sync your tech, messaging, departments, and
strategy to increase sales velocity
• Don’t be lazy with your data
• REMEMBER! The people you engage with are also
engaged in group dynamics
• Empower your sales org
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19. Q & A
• What do you want?!
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