Marketo's Secrets to Sales Partnership
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Curious to understand how the Marketo marketing team creates tight alignment with sales? Join Hally Pinaud, Principle Product Marketing Manager at Marketo for our webinar, Marketo's Secrets to Sales Partnership! You'll learn what types of content work best to engage sales, how to develop a shared strategy for reaching the right customers and exactly how to create and effective ongoing line of communication between Marketing and Sales leadership.
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Marketo's Secrets to Sales Partnership
- 1. Marketo’s Secrets to Sales Partnership Hally Pinaud Principal Segment Marketing Manager Marketo @hallypino Noelle Ruiz Sr. Segment Marketing Specialist Marketo
- 2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar Housekeeping
- 4. 79% of customers only consider brands that show they understand and care about ‘me.’ (Wunderman) 57% of customers expect a consistent end-to- end experience. (Marketo) 33% of B2B customers feel like brands understand them. (Marketo)
- 5. “Relationship between sales and marketing is only getting stronger and tighter, and it’s necessitated by having a common experience for the customer.”
- 6. No one wants to feel like a lead.
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017 Broad-Reach Marketing Account-Based Marketing Pick the Right Strategy
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017 Our Strategic Transition • Account-centric • Larger deals • Outbound + Inbound • Reaching higher in the Organization • More targeted engagement
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017 We Started with ICP Ideal Customer Profile: •High Yield •Product Fit •Competitors’ Customers •Strategic Importance •Etc. ICP Whitespace Sales Input GTM Territory Planning Strategic Goals Predictive Modeling
- 12. Creating Marketing & Sales Focus Non-ICP Accounts Target Accounts Named AccountsINBOUND: Target Accounts: Marketing will focus programs here to provide a pipeline of demand beyond the Named Accounts. INBOUND + OUTBOUND: Named Accounts: Accounts assigned to AEs. Sales team will focus on outbounding to these accounts. Marketing provides support as needed. ~50 or 250 accounts/ AE Ideal Customer Profile: Defines the type of accounts we want to target Non-ICP Accounts: Accounts that are not a product/market fit for Marketo and should not be targeted at present
- 13. CUSTOMER Laser focus on making a connection.
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017 Questions for Sales Content Creation • What is the intended customer audience? • Who will use it? (Marketing, SDR, AE?) • How/where will this be used? (inbound, outbound?) • Does your team know how to use the content? • What other content is needed to support it? • Is it part of a campaign? / What’s the longevity? • How will I enable the team to use it? • How will I measure it?
- 15. MARKETO TECH FSI MANUFACTURING Healthcare Payer Provider Pharma Software Hardware Teleco Industrial Marketing Prioritize: Which Audiences? ENT COMM Energy Banking Insurance Asset Mgmt Other Sales IT Marketing IT Marketing Sales IT Marketing IT Persona 1 Persona 2 Persona 3 BRAND SEGMENTS INDUSTRIES SUBS BUYING CENTERS PERSONAS
- 16. Consider Process, Talk to Sales, Fill Gaps Get ACCESS Provide VALUE Present SOLUTION MARKETING PROGRAMS & CONTENT
- 17. Which Assets Have Mileage? Here are 3 Killer Types of Content! Case Studies Battlecards Trend / Research Reports
- 19. Pulling it all Together: Sales Plays Sales Portal + ToutApp
- 20. Example: Credit Union Sales Kit • Industry Play: Kit that includes assets for all stages of the sales cycle • Positioning & Outbounding • Credibility: Customer Stories, Analyst Reports • Objections and Internal Selling • eBooks, Infographics, Blogs • Specific opportunity • Easy to replicate • Accessible • Linked to Emails + Touches in ToutApp
- 21. Consider the Recipient! Account Executive Sales Development
- 22. How do we do that? • Revenue Team Kick Off – strategy is communicated • Weekly Emails • Segment sales meetings • Weekly all hands – to present plays/content/activities • Monthly global call – to present plays/content/activities • Weekly forecast meetings – to validate strategy/give updates • FLM monthly meeting – feedback + discussion • Weekly 1:1 with marketing + sales leader(s) • AE and SDR! Reinforce! Reinforce! Reinforce!
- 23. But is it Working? Don’t just throw support over the fence: • Follow up frequently before/after launching a play • Check in with broad questions/surveys at all levels • Audit use and effectiveness
- 25. Thank You!
Notes de l'éditeur
- And with that let’s get going!
- Amazingly effective… hard to argue with anything that says you’ll be 15% more profitable… but linear construct for thinking about sales and marketing. Why is that?
- 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.
- Next week – get everyone together on segments and audiences to target and why? Map this with numbers and resource gaps. Based on what we recommend, here are some ideas for themes to discuss.
- Be strategic: A lot of times we will have assets already created that either need a little refresh or are good to go. Pulling assets together to make a kit /one stop shop goes a long way and will get your sales team to start using the assets they forgot were there. Less time and resources needed to be used to create the same vale.