Hear Jason Seeba, Chief Marketing Technologist from Bloomreach, share his thoughts on how to tackle an increasingly challenging task: how to build out your marketing technology stack. There are more vendors and tools than ever before so it's easy to get lost.
A Marketing Technologist is person who really brings together the engine that drives, marketing and sales and startups. So that means bringing in new technology, it's trying to figure out how to hire the teams that uses technologies to kind of improve their outreach efforts but then also bring them together in a cohesive way so that people can drive revenue. Jason maps out a clear way to think about building out a stack that fits your business needs and capabilities.
- How to build a successful marketing stack
- What does a marketing technologist do?
"The beginnings of the marketing stack are really CRM and marketing automation."
"When you are the first person in sales and marketing in a company, all you are doing is trying to figure out how to prioritize your day, your week, your month to drive revenue."
To Build a Successful Marketing Stack:
- Realize the beginnings are really CRM and Marketing Automation
- Getting CRM and CRM adoption is a key factor.
- Driving adoption for the basics: opportunity tracking, contacts, the lead lifecycle
- Bringing in and setup up the rules for your marketing automation system. If a tool doesn't actually create change and help you drive revenue, it's pretty worthless.
- Ideally the business rules you write for your marketing automation, for example Marketo, will tie to your CRM - such as Salesforce.
- Data optimization layer is next.
- Account-Based Marketing by mapping your universe before they ever consider you. Prioritize people based on personas you create. Then, the SDR, events and demand gen teams can to out and target those people and add value.
This formula does NOT include mass emailing, relying on ad clicks. We are talking about focusing on quality over quantity when you are discussing account-based marketing. Think long term. You don't burn your contacts with tricks and hacks. This takes tact and thoughtfulness by adding value at every touch point. People need to look at you as the expert and look at you in a way that's trustworthy.
Leadspace uses predictive analytics to target the prospects that look like your best customer. Social, web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more at Leadspace.com or email me directly at email@example.com.
Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.
The emphasis that's given to lead scoring. If half that emphasis would be given to actually responding to calls more quickly, the value of the leads would go way up. We've proven this over and over again. There's the Kelloggs' study that actually proves that the faster you respond, basically in the first five minutes and whenever we've gotten clients, instead of having the marketers on the spot for the quality of the leads actually put the sales people on the spot for the quality of their response, it's been the number one factor in increasing conversions and so marketers just take it on the chin and just very often go quietly into the night. The bottom line is that most of the time if sales people could respond to the calls fast enough they'd have perfectly good leads that they could sell whereas when they take even thirty minutes to get back to them that lead has already cooled off and who knows what's going to happen. I just wanted to say that because we get that over and over and over again.
Some of the questions asked were:
- What's the use of lead scoring?
- Aside from prioritization do you call 100% of the people who submit a lead form on your website or not?
- What are your thoughts on that - reaching out to somebody who hasn't proactively reached out to you?
- So you're talking about channels now, right? So you're saying a chat would feel less ookey to you or an email would feel less ookey, but a phone call to you seems a little too invasive?
- Earlier you said, "I haven't made them a buyer yet. I haven't thought about them as a buyer yet." This is somebody who visits your website. What makes someone a buyer?
- So how do you know as a marketer when somebody has confidence in your solution? Are there implicit signals? Are there explicit signals? Can you infer something?
- The question that I often get asked by young marketers is this: what is something I can do to upgrade my skills, to make me more marketable as a marketer? Particularly these are B-to-B marketers that I'm talking to. Somebody asks you that question, what advice would you give?
Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action" & "Waiting For Your Cat to Bark?". He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Forbes.com. Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation, Shop.org, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel's retail customer appreciation summit.
If you don't know Jill Konrath yet, it's time to get caught up. Her site is a welcome basket fancier than print vendors in the 90s would bring at the holidays to thank you for the 300 page sales report job you did in full color for 10,000. She generously gives away tools to help any sales and marketing professional exceed any expectations they had of themselves and becoming a wildly valuable member of any team. Really, I'm not just getting all mushy on you here. Check this out: http://www.jillkonrath.com/sales-resources
So we're here to talk to her about what sets her latest book, Agile Selling, apart from any she's written in the past. We don't want to give the whole show away, but join us and take notes. This is one of those guests that will leave you gasping with inspiration and action items!
A couple of the questions she'll be answering include:
What role should technology play in today’s sales organization?
What happens when sales doesn’t trust in their data and/or marketing?
What’s the secret to Demand Generation at some of the fastest growing companies? Doug Sechrist.
Doug Sechrist is a dynamic marketing executive with nearly 15 years building and leading demand marketing teams at high growth, successful Saas leaders. He has a proven record of helping companies efficiently grow by bringing sales and marketing teams together through process, automation, alignment and shared KPIs.
Doug runs demand marketing at Five9, the leader in cloud contact center software, where he oversees the company’s field marketing, demand generation, marketing operations, and sales development teams. Prior to Five9, Doug was the Vice President, Demand Marketing at Eloqua, driving predictable revenue for the organization.