There is a new generation of startups pioneering into industries not yet ventured into before - no playbook included.
This is where account-based marketing offers up opportunities and nuances when your target buyer isn’t clearly defined.
First things first, you have to get over your fear of data.
Data is not as hard to consume as it might seem. And when it comes to account-based marketing, you’re really only after two metrics:
How do you increase sales productivity? What makes your marketing more effective?
With account-based sales development, the more specific and focused you can be for your client the better.
When you have a segmented and focused process, each team has specific functions, and it’s easy to boil down the core metrics to track. You’ll gain specific insights to see how well the process is working, what’s successful, and what needs to be adjusted.
In this episode, Jeremy Boudinet, Director of Marketing at Ambition, dives into four chapters from the Bridging The Gap, the ultimate guide to account based marketing & sales alignment for predictable growth.
Successful customer relationships are fueled by alignment within a company.
To be culturally aligned there needs to be common knowledge of the company’s ultimate objective, and how every person contributes to that goal.
Social media isn’t going anywhere.
If you are avoiding social media or have no idea how to use it, don’t get overwhelmed. Social media is rooted in the fundamentals of communication that have been around for decades.
Customer success teams are built to serve and sales teams are built to sell.
Instead of being at odds with one another, align them in a way to create a dream team. If people play to their strengths, your company will see exponential growth.
When people talk about your brand, what do they say?
From customers to competitors, open communication and a high quality of service are the common threads to igniting positive referrals.
In any sales conversation, there are two conversations happening: one between the seller and the buyer, and one between the buyer’s ears. Truth is, most salespeople are focusing on the wrong conversation.
Stop being salespeople, and start being humans. If your product isn’t going to help a prospect, be honest and do what’s in their best interest.
This level of authenticity will create a real human connection that is the root of any great brand.
Prospects are more informed than ever, and B2B sales reps often struggle to add value in sales conversations.
Executive buyers are tuning out… in fact, according to Forrester, 81% of sales conversations are a waste of time! Effective strategies for sales training and coaching can make sales reps better at engaging buyers, and help reps close more deals.
Being intimately connected with your product and sales process is a necessity, and CEOs are not excused from this truth.
In fact, being fully integrated in the product will reap big rewards.
The passion your team feels internally comes through to your buyer.
The more you tie your product to the ways you help people, the more you’ll foster genuine passion and excitement. From a leadership perspective, it’s important to constantly remind yourself why you do what you do, and then communicate that message to your team.
With the amount of personalization tools available, old school methods like “spray and pray” are a thing of the past.
There's a ton of software now that does everything from allowing you to connect with leads in the exact moment they open your email, to letting you see a prospect's personality type (based on the way they respond to your emails)...it's insane.
Free software is an incredible lead generator...who knew?!
This company has created a one-two punch by using their software as a lead generation tool and then utilizing that targeted audience to sell a secondary service.
You want your solution to be a priority for your prospects.
Ideally a prospect would move through the funnel at a good pace, you’d make the sale, and your customer would be happy. That’s all great, but there are a few tactics you need to follow to get a higher rank on the list.
Success boils down to understanding the needs and desires of your customer. Plain and simple.
You need to discover what resonates most with customers, share that information amongst your team, and activate the idea.
To get prospects emotionally connected to your business, you must understand two things: the questions prospects have throughout the buyer journey and what makes your business remarkable.
If you can tie these two together, you’ve got a content marketing strategy made for success.
Mike Lieberman, Co-Founder and President of Square 2 Marketing, explains this concept and dives into detail on how to fully understand the buyer journey, ways to identify things that make your business remarkable, an agile approach to content marketing, and how to measure strategy success.
Optimizing the creative elements of advertisements often gets overlooked. But what if we told you there were three simple changes you could make to your Google Ads that would increase clickthrough rate by 96%?
Jason explains creative optimization, how to test the creative elements of your ads, and statistics of what happens when you make small changes to your Google Ads.
Wouldn’t it be great to work from home whenever you needed to without the unpredictable nature of freelancing?
Wouldn’t it be even better to be evaluated on the results of your labor rather than how many hours you spend chained to your desk?
If you think it sounds like a fantastic set up, you can bet that your employees do, too.
Jobs with work flexibility like this do exist. For some companies, what employees can produce in terms of results is far more important than how many hours they stay at the office.
Consumers want to know that companies are being transparent with them. But what exactly does that mean?
Many companies are struggling with the idea that being open and honest doesn’t necessarily mean opening the floodgates to release any and all information.
So, how do you figure out what you can and should reveal for transparent communication? How do you convey the reasons for keeping some information quiet to your employees, such as sales reps, who deal directly with the public?
First dates are uncomfortable.
Even if things go well, there are plenty of opportunities to embarrass yourself or make the other person never want to see you again.
Your first sales call with a potential customer is your first date. There are lots of ways to trip up so that they go looking for someone new.
The idea that sales reps and marketers really need a marriage counselor has nearly reached the point of cliché.
It makes you wonder: is this really still a problem?
Unfortunately, it is. Changes in how buyers go through the sales funnel have only intensified the issues. The prevalence of negative stereotypes for both groups hasn’t helped, either.
Since the ‘80s, video (along with anything else new) was going to “kill radio.”
Yet, the mass medium is still kicking. Instead of quietly slipping away into the shadows of history, radio has grown and evolved. It has splintered into new forms to produce multiple highly targetable audiences.
What’s your plan for managing big data once you buy it?
List companies aren’t going to ship you something that’s ready to drop into one-to-one emails, because they don’t know your business that well.
So what do you do with this huge hunk of data? You must understand the different marketing routes to take, and how to execute each with precision.
We all see how websites have become saturated with advertisements.
So much so, that people’s minds have been trained to glaze over online ads.
So what’s an advertiser to do?