Sales Pipeline Radio

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Is ABM a fad or here to stay? We’ll ask one of the godfathers of ABM…

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Some of the points Matt and Sangram are covering:

  • In case some listeners have been living under a rock, what is account-based marketing and why does everyone in B2B need to know about this trend?
  • Tell us about the Terminus technology. What problem does Terminus solve for its customers?
  • Terminus just raised its Series B of $10.3M (total funding to date about $20M with Seed + Series A) can you tell us about the process and what you've learned working with VCs and angel investors?
  • In 2016, you wrote "Account-Based Marketing for Dummies", launched #FlipMyFunnel, and were named to the Direct Marketing News 40 Under 40 list. You helped build a category for ABM. What can you tell your fellow entrepreneurs about product-market fit and the importance of being part of a larger community in your industry?
  • Terminus has won a ton of awards. #1 Best Place to Work from the Atlanta Business Chronicle in 2016. Startup of the Year in 2016 and 2017 from the AMA Atlanta, #1 in Employee Appreciation from the AJC and #3 for its Top Workplaces. What's your secret to building such a great company?
  • What's next for you and Terminus?

BONUS:

Terminus just announced their Series B and Top 45 ABM Superheroes .

Are you fanatical about prospecting? You should be!

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Matt's guest in this episode is Jeb Blount. Jeb Blount is a long time sales trainer, prospector and the best-selling author of eight books including Sales EQ, Fanatical Prospecting, People Follow You, People Buy You. He is a Sales Acceleration specialist who helps organizations reach peak performance fast by optimizing talent, leveraging training to cultivate high-performance sales culture, developing leadership and coaching skills, and applying more effective organizational design. 

When Matt asked how the salesforce looks today he suprised us with his answer, "It looks the same as it did three years ago, five years ago - the things sales people are doing are the same things they did then.  But, there are more ways to fill your pipleline and channels - more opportunities than ever before. Older salespeople are benefitting, but can be overwhelmed with the addition of so many places to interupt the day of prospects and connect."

Channels are being clogged, though, because they are so readily available. Matt asked, "How do you break through using these tools?"

Jeb tells us, "It's always been hard to break through, even when we had email and door knocking, before social became core channels. Prior to that - doors, phones and networking events."

Listen to this - the story of Richard from the UK and how he was persistent until he got through. He KNEW Jeb was a buyer, he KNEW. It's a great success story of knowing your target market and not giving up.

Through his companies – Sales Gravy, Channel EQ, and Innovate Knowledge - he advises many of the world’s leading organizations and their executives on the impact of emotional intelligence and interpersonal skills on sales, leadership, customer experience, channel development, and strategic account management. Under Jeb’s leadership Sales Gravy has become a global leader in sales acceleration solutions including sales recruitment and staffing, sales on-boarding automation, custom sales training curriculum development and delivery, sales coaching, and online learning. As a business leader Jeb has more than 25 years of experience with Fortune 500, SMBs and start-ups.

He has been named one of the top 50 Most Influential Sales and Marketing Leaders (Top Sales Magazine), a Top 30 Social Selling Influencer (Forbes), a Top 10 Sales Experts to Follow on Twitter (Evan Carmichael), a Top 100 Most Innovative Sales Blogger (iSEEIT), a Top 20 must read author (Yes Magazine & Huffington Post), and the most downloaded sales podcaster in iTunes history; among many other accolades. His flagship website, SalesGravy.com, is the most visited sales specific website on the planet.

The rise of event marketing technology

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In this episode: 

  • Why do events still matter?
  • How offline marketing and events should be measured and attributed like their digital campaign brethren
  • Determining KPIs for event channels
  • Choosing the right technology for your marketing stack

Free Download: The Complete Guide to Revenue Event Marketing 

As a leading SaaS marketing executive, Alexandra has built and led multiple software startups from seed through Series B funding, while tripling revenue year-over-year. In her first year as chief marketing officer for Event Farm, she designed, built, and quickly executed high-performing demand and lead generation strategies. Event Farm helps companies that utilize events in their B2B marketing strategies attribute revenue to those events. Customers include large companies like Google and JP Morgan, down to SMBs.

Alexandra believes in a value-add, content-first approach to marketing, allowing the companies she leads to be thought provokers and authentic educators rather than commoditized sales brokers. The Event Farm's content campaigns have earned them nominations and wins for multiple Killer Content Awards; more importantly, the content campaigns have led to an increase in leads generated by 1300% in the first three months.

Prior to becoming CMO at Event Farm, Alexandra was VP Marketing at Contactually, a relationship-based CRM where she grew pipeline from $95,000 to $1 million/month in 18 months. She started her career working in sales and marketing for Fortune 500 company, NVR, where she marketed and sold $10.8 million in residential real estate in her first year and was nominated for Rookie of the Year. From there, she launched her own startups--the most recent being a digital marketing agency that worked with e-commerce, consulting firms, and international manufacturers to use data from its marketing stack to understand buyer trends and paths.

Predictive Analytics vs. Augemented Intelligence

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This is replay as Matt is at the conferences this week. 

Matt asked what AI means to sales and marketing leaders. Lara told us, "It's important to bring the augmented intelligence piece to help humans perform better. An example - a sales rep is working 4-5 deals critical for the quarter, with our software they can be notified if a change is noticed affecting their influence on the sales decisions by looking at more than past data." 

Our guest is Lara Shackelford of Altify. Altify sells to sales professionals. With their software, every sales rep can sell like your BEST sales rep. More reveals followed at DreamForce as it ties to AI and Einstein.

Matt then asked if there is there a difference between augmented and predictive analytics and intelligence. Lara gave a quick overview:
  • Predictive - predicts what will happen in the future based on a lot of data. This involves high quantity of data.
  • Augmented takes knowledge and context into providing a solution and be able to flag insights to alert the human to be more effective and generate results based on the data and knowledge.
This has been the missing piece - the CONTEXT. This helps guide the next best step. Catch the replay of this show to get more insights from Lara Shackelford.

Video marketing best practices

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Matt's guest is Caren Cioffi, Excecutive Vice President and General Maanger, Enterprise & Digital Marketing Business for Brightcove.

In this episode Matt and Caren will not only talk about general best practices for video marketing, but where to apply it, how it works, why it's easy and how to convert it into pipeline.  Caren is passionate about unleashing the power of video to drive reach, engagement and conversion for brands everywhere. Tune in to get her expert tips and takes on this topic.

 

7 Essential Building Blocks for High Performance Sales Development

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We spend a considerable amount of time working with clients on their sales outreach and engagement processes here at Heinz Marketing.  This has been more recently defined as the discipline of “Sales Development” and is something we believe every company should have a competency around. 

How you identify, engage, and convert new customers is fundamental to business operations and there are so many ways to do it poorly that end up frustrating prospects, employees, and sales leaders.

To avoid the frustration and to get maximum return out of your sales development efforts, we have developed the following seven essential building blocks for high performance sales development. Host, Robert Pease, will be going through the list in this episode. Be ready to take copious notes. You'll be glad you tuned in.

Original post on this framework is here > This episode dives in deeper based on reader feedback and questions.

How Marketing Should Measure and Drive Revenue Performance

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Brian Hansford is coming off the bench this week to fill in for Matt Heinz for tomorrow's episode. Joining Brian is Dave Rigotti, VP of Marketing from Bizible. Bizible provides a powerful platform that measures marketing performance in driving revenue.  Brian and Dave will discuss how new analytics and attribution technologies help marketers measure where revenue is coming from, the best performing channels, and the ROI for demand generation. These tools are giving marketers powerful insights to align closely with sales and pursue a common goal!

How to create a Channel Engagement framework

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Let's start with what channel marketing is. It's called many things: local marketing, indirect marketing. It's someone that sells your product outside of your organization. It is a severely under-resourced segment with most marketing departments.

If you pay a person to sell, and they hit the market with a number/goal, you know you either got your investment in them back, or surpassed, or lost the investment. When you go to indirect model:  Product/thought leadership at one company or selling and marketing at another company,  you now have two companies to align.

$1000 invested  - what does that turn into?
Did it convert to $10000 or is it $1000 I didn't get back?

This makes companies hesitant to invest in it. So, typically companies put one person on channel marketing. Example of a $2.2B company with 35K employees, 40% of revenue comes from channel, and they have ONE marketing resource. How can you be effective with that type of opportunity?

For Example: marketing resource, Janet, is reactive to channel requests and does random acts of marketing. Everything she does is NOT strategic. She needs help with scale and a platform and infrastructure so they can market on their own. Cobrand, launch.

Averetek does this in a frictionless way. This allows Janet to drive more through the channel because they can get their own materials.

Listen to the show to find out where you and your company may be missing opportunities by not allocating resources effectively.  This can be HUGE. 

About our guest:

Peter Thomas is the founder and CEO of Averetek. This team of marketers, engineers, and product developers seek new ways to engage channel partners through software and services. Since its beginning in 2000, Averetek has grown to manage more than 70,000 reseller organizations and 300,000 registered users.

In Averetek’s work with brands, Peter has found that companies focus too much time and money on the top 10% of their channel partners. The remaining partners simply need the right nudge to shift from opportunistic to strategic sellers. When brands devote more attention to the 90% segment, they drive more leads, close more sales, and grow their business.

Peter combines his observations with partner behavior data from the Averetek platform, sharing this knowledge to help clients attract, engage, and monetize their partners more effectively.

ABM Noise Making you Kranky?

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episode-card-250-marketing-kranks.jpgIf you haven't caught their podcast yet, it's not too late to binge listen to Robert Pease & Brian Hansford's show - Marketing Kranks on SoundCloud . Today they are taking over the show for Matt, who is traveling. The topic? All the ABM Noise.... the good, the bad, the ugly.

 

Content Marketing, What’s working?

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episode-card-250-shannon-dougall.jpgMatt's guest in this episode is Shannon Dougall, Vice President of Marketing at Uberflip. They just returned from the annual Content to Conversion Conference in Scottsdale, AZ. It combines content and demand generators together.

What are you seeing in the field and trends?

Seeing overall that B2B marketers believe that content is more important than ever. 84% of B2B marketers are looking to increase their investment in content this year. 55% of marketing budgets are spent in content investment. But they are saying their content is under-performing. Why? Possible answers are:

1. Their content isn't very good.

2. The experience surrounding the content isn't peforming.

3. OR they are not able to see the results to properly measure the success.

For content to be successful, it definitely needs to be engaging. To do this, need to consider the medium - read, interact - either way, it needs to be insightful, relevant and something other than what the "other guys" are producing. The content has to be action-oriented. You have to have a piece of content that you expect something to happen at the end. This should be common sense, but it is often forgotten in the rush to meet the content quota and flood the venues.

Get an actionable list of insights from Shannon from the full episode. Listen now.

 

About our guest:

Shannon Dougall has been called, “a marketer of the future.” She is an adventurer, scientist, and artist in the field of marketing. She had been compared to a Swiss Army Knife, using her experiences and learnings towards an all-in-one type of demand generation and customer acquisition that includes storytelling, blogging, lifecycle marketing, digital marketing, SEO, paid advertising, email marketing, social media marketing, positioning, pre-product/product marketing, app store marketing, content marketing, growth hacking, and analytics just to name a few. Shannon’s true north is to help business’ transform to realize their true potential.