How to Align Marketing and Sales for Better Demand Generation

Presented by

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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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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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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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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Streams, Waves, and Drips

DripsExample: Simple time based emailsVelocity is lost with the drip analogy. What we want is momentum to speed up our sales cycle.

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Top Funnel Content

Mid Funnel Content

Streams: Linear buyer journeys where content is servedWaves: The content that gets triggered into actionSimilar to Aaron Ross’ Nets, Spears, and Seeds

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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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Sales Velocity

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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

• TestimonialsReady? 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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Interested?

TOFU { }

Qualified? MOFU{ }Ready?

BOFU { }#SHWebinar

Marketing Automation

CRM

Outbound

Database Synchronization

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Market Segmentation

SMB Mid Market Enterprise

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Drilling Down the Buyer Matrix

DMDM DMPC

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 ContactDM: 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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Drilling Down the Buyer Matrix

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Drilling Down the Buyer Matrix

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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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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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Q & A

• 10 Free LeadGenius Leads

• leadgenius.com/demandgenwebinar

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