The Savvy Marketer - Achieving More with Tech Tools
1. 1Presentation to Joe Smith June 24, 2014
THE SAVVY B2B
MARKETER
How to use technology to better align with sales and the modern B2B buyer
Jack Barry
jbarry@client-bridge.com
2. 2
OVERVIEW
ALIGNING FOR SUCCESS
THE B2B BUYER
How and why the modern B2B
buyer has changed and why it’s
important.
IDEAS FOR STRATEGY
How to think about
sales, marketing, content, custo
mer experience and automation.
EXAMPLES OF IMPLEMENTATION
Real world examples and use
cases
3. 3
Attached to Smartphone
Loves personalization
and a great experience
Always running
Using Google to get answers
and do research
Controlling the sales
process
Moving self-directed through
the research process
THE EVOLVING BUYER
Mobile, Connected and Knowledgeable
13. 13
THE DIGITAL SELLING PROCESS
YOUR BEST SALES REP – CONTENT MAP
Blogging, Social Media
Premium content (ebooks, etc.)
Follow up sequence (email or multi-channel
Lead is ready for sales
Follow up sequence (email or multi-channel
Landing pages, Calls to action, Forms
Sales
Call
Answer Questions
Provide Product/
Service Information
Address Common Sales
Questions
Establish Trust & Thought Leadership
Address
Pushbacks
Introduce Positioning
Demos, Webinars, Free Trials
15. 15
THE DIGITAL SELLING PROCESS
YOUR BEST SALES REP – TOOLS MAP
Lead Intelligence & Analytics
Sales
Call
Answer Questions
Provide Product/
Service Information
Address Common Sales
Questions
Establish Trust & Thought Leadership
Address
Pushbacks
Introduce Positioning
Blogging & Social Media Tools
Landing Pages
Email/Lead Nurturing/Workflows
Calls to Actions, Lead Capture Forms, Email
Landing Pages
Email/Lead Nurturing/Lead Scoring
28. 28
WRAP UP
• Create experiences for the buyer
journey
• Align with sales
• Use technology to enable your
process
• Always be learning
• With great power comes great
responsibility
KEY TAKEAWAYS
29. 29
EXTRA STUFF
www.client-bridge.com/AMA
1. Free inbound marketing assessment
2. One hour screen share session to map
your automation and/or content strategy
3. Free HubSpot account for 30 days to try
marketing automation in your business
Note about tools: It doesn’t really matter what tools you use. They all have pros and cons. Just get something that does the basic functions…even if you have to cobble it together with free or inexpensive tools. But an all-in-one system will make you life much easier.
We can talk about prospect max reports here also
Get sales to help you identify what is meaningful. BANT, Demographics, Activity, Recency, Frequency, etc.
Puts context around your social media monitoringVIP customers monitoring for competitor, brand and product termsSales rep channels for their leads and customers