Sales Pipeline Radio

Sales Pipeline Radio header image 1

How Data Orchestration Drives Greater Pipeline Contribution

Tweets-instream-images-800x600-godley.jpg

Join us this week with our guest, Mark Godley, President of LeadGenius, to discuss how lead augmentation drives greater sales pipeline contribution.

LeadGenius is a sales and marketing intelligence solution that enables B2B companies to identify and connect with their ideal customers. Using a unique combination of machine learning and human researchers, LeadGenius provides B2B marketing and sales teams around the world with highly-accurate lead generation data and go-to-market intelligence.

Trusted by enterprise companies like Google, Square, Box, and eBay for over 3 years, LeadGenius has become the source of truth for contact, account, and custom data.

More about Mark:

With more than 25 years of B2B technology industry leadership, prior to joining LeadGenius in July of this year, Godley most recently served as Chief Revenue Officer for HG Data. Prior to that, he was Vice President of Market Development for ConnectAndSell, Inc., a cloud-based sales productivity platform. At healthcare startup Aventura, he managed the alliance, partnership and sales channel efforts. He also holds Advisory roles at a number of leading companies in the salestech and martech space, including Omniquo, ZenIQ, The Big Willow and ZoomInfo.

 

Follow Mark on Twitter

 The offline blind spot for marketers in the omnichannel world

00:0000:00

tweet-image-800x400-weismantel.jpg

Join us this week when Robert Pease, Pipeline Practice Lead for Heinz Marketing hosts Guy Weismantel, EVP Marketing Marchex

They'll be tackling:   

The offline blind spot for marketers in the omnichannel world

  • How the complex omnichannel customer journey has transformed the role of the digital marketer
  • How does the offline blind spot impact businesses’ bottom line?
  • Why customers who call your business are your best customers and how markets struggle to target them effectively
  • How call analytics can help marketers develop a strategy to adapt to the omnichannel landscape
  • The importance of knowing where your best customers come from and how to better identify and target them to generate more sales leads and close more deals

Definitely check out the Marchex Research Report: The Offline blind spot and the modern marketer: Optimizing the path to purchase when your prospects become customers offline

More about Guy:  He is currently EVP and CMO of at Marchex, where he helps marketers find their best customers--the ones who call their company. They'e found they convert faster, buy more, and churn less. Marchex helps companies drive more calls, understand what happened on those calls, and converts callers into customers. At Marchex he leads a predictive, data-driven marketing team that is delivering new awareness of our category and company, new pipeline for our enterprise and SMB sales teams, and new products and differentiate us from the competition.

He is a marketing leader with 20+ years experience in driving bottom-line results through differentiated branding, product messaging and positioning, and customer engagement. He's had the chance to build businesses from the ground up, as well as work around the world in global organizations. The common thread through all his experiences is the ability to build and lead great marketing teams and achieve outsized results for my company. 

The Trifecta for Successful Pipeline Development

00:0000:00

Tweets-instream-images-800x600_Dan_Frohnen.jpg

Our guest this week is Dan Frohnen, Vice President of Marketing at Skedulo.  

 

Sales/Sales Development/Marketing: The Trifecta for Successful Pipeline Development

Trifecta: any achievement involving three successful outcomes

Pipeline development is not a one department job. In order to succeed in this day in age, modern marketers need to take a seat at the revenue table and own the revenue number along with their Sales peers. That means driving pipeline, owning successes and misses, and continuing to up the game to beat competitors in this noisy world we now operate in. What’s better than one team winning … three! Join Matt and Dan as they discuss steps you can take to up your pipeline game and build the ultimate trifecta.

More about Dan:  

Data-driven Marketing Executive. Focused Team-Leader skilled in consistently delivering innovation, visibility, and sales for on- and off-line marketing and demand programs. Expert in building strong organizations with a 360-marketing mix / demand generation programs including market research, social media, trade shows & events, digital, direct marketing, public relations, advertising, e-mail, analysis, CRM, marketing automation, SEO / PPC, creative brainstorming, sales / market development strategy and partnerships.

Passion for conceptualizing and implementing marketing strategy, exceeding targeted projections, and leading teams for both B2B & B2C programs. Strengthens organization with out-of-the-box thinking and an entrepreneurial spirit.

Specialties: Large Team Leadership, Lead / Demand Generation, Problem-Solving & Optimizing, Account Based Marketing (ABM), Business / Sales Development, Strategy & Analysis, Go-To-Market Strategy, International Marketing, Tactical Execution, Marketing Mix Integration, Start-Up organization, Growth, Turn-arounds, and Operations.

 

Sales Enablement and Account-Based Partnering with Scott Salkin, CEO of Allbound.com

00:0000:00

Listen in as we hear from Scott Salkin, Founder and Chief Innovative Officer at Allbound, Inc. about Sales Enablement.

Channel touches a ton of pieces of your business, which is part of why it's so complex, but also part of why it can be so effective if you do it right.

Matt and Scott had just come off of Dreamforce 2017 having spoke on the same panel about Sales Enablement. 

In this episode, they ask and answer some great questions including:

Identifying one of the most important things that goes along with growing a great channel.

Scott answers:

  • What do you see in the market?
  • Where do you see the best companies investing and positioning to create a more effective channel?

Find out what he thinks is "the coolest thing and most exciting thing."

Matt also asks: 

  • What is influencing deals to move through the pipeline and actually close?
  • How are things being influenced throughout your pipeline and how are you measuring those things and relating it back?

Scott also reveals the people he would put up on his personal Mount Rushmore of sales. 

Lastly--- they coin a new phrase - Account-Based Partnering.... you heard it here first!

Listen in now or read the transcript on the Heinz Marketing blog on Monday, 11/20/17.  

More about our Guest:

Scott Salkin is the Founder and CEO of Allbound, a next generation platform that helps companies accelerate revenue through their channel partner programs by replacing portals and PRM with a smart SaaS solution that guides partners to more closed deals and renewals.

Scott’s high-tech career started at the nonprofit San Diego Regional Technology Alliance (SDRTA), providing technology equipment and training to underprivileged communities throughout the region. 
His next stops were at Cisco Systems and NetPro Computing (now Dell Software), before launching his first startup, IDS Technology Marketing, in 2007.

Scott has been listed by the Arizona Republic as one if its “Top 35 Entrepreneurs Under 35," as one of the Phoenix Business Journal’s “40 Under 40” and was featured as one of AZ Business Magazine’s "Generation Next Business Leaders.” He was honored as the Phoenix Business Journal and Business Marketing Association (BMA) Marketer of the Year as as a finalist for Arizona's Tech CEO of the Year.

Scott also served as board president for the Phoenix chapter of the Business Marketing Association (BMA), as Chairman for the Arizona Technology Council’s Startup and Entrepreneurship Committee, and as a board member for Playworks Arizona and for the Arizona Technology Council Foundation.

 

 

Bringing manufacturing Lean/Six Sigma best practices to B2B sales and marketing

00:0000:00

tweet-image-800x400-ashley-asue3.jpg

Matt and Ashley give you some great ideas and the WHYS for this subject. 

  1. Why we need to bring the science of quality from manufacturing process to sales and marketing processes
  2. How we do it - 
  • culture
  • daily habits
  • view your problems as process, not people

Ashley is offering a bootcamp for 5 local small to medium businesses in SLC & OC. Each attendee will leave with a documented & optimized sales process to increase conversion rate & profit.

More about our guest on LinkedIn

View the offer details here >

Brand Matters: Every interaction and experience, inside and outside the company

00:0000:00

tweet-image-800x400-jeremey-korst-yourexperiences.jpg

Join Matt and Jeremy Korst. He's a mentor, the Executive VP and CMO at Avalara. Establishing an effective and actionable brand strategy is no easy task. It takes a dedicated team of strategic and creative experts who have a strong sense of customer empathy. It requires outside-in thinking, so it’s often quite valuable to bring in some external expertise to help facilitate the process. Now, while the strategy takes a tremendous effort to get right, the company-wide implementation and execution is even more important. Some of what they'll be covering includes:

  1. Creating a new category.  How do you get prospects to be interested in doing something a new way.
  2. The importance of brand.  How a brand strategy is much more than branding. 
    More at:https://www.linkedin.com/pulse/your-experiences-brand-jeremy-korst/

About our guest, Jeremy Korst:

Jeremy Korst is Executive Vice President and Chief Marketing Officer of Avalara, a quickly growing Seattle-based SaaS company focused on transactional tax compliance for businesses of all sizes. Before Avalara, Jeremy was general manager of Microsoft’s Windows & Devices marketing group, responsible for the worldwide marketing and sales of Windows, and the highly successful launch of Windows 10.  He also serves as a mentor to the University of Washington’s entrepreneurship program. Jeremy has served on various industry boards, as well as past Chair of the Seattle Accelerator YMCA Board of Managers.

Taking your sales career to the next level

00:0000:00

tweet-image-800x400-maureen-ezekwugo.jpg

Join Matt this week with Maureen Ezekwugo, Executive Vice President of Doctor Community and RealSelf. Get pointers on how to take your sales career to the next level. Points to include:

  • Where to start if you want to take your sales career to the next level
  • Four traits or skills needed to make it in sales management.
  • How to position yourself for the next opportunity to advance your sales career.

If you don't know Maureen yet, here's a bit about her: Entrepreneurial senior sales management and operations leader with a record of achievement and demonstrated success driving customer acquisition and multimillion-dollar sales growth in an inside sales and call center.

The Wizard of Mox Shares SEO Secrets for 2018

00:0000:00

tweet-image-800x400-rand-fishkin-seo-secrets2018.jpg

Join Matt as he and Rand Fishkin, The Wizard of Moz, will take away the misconception of what SEO does to affect marketing. The first thing is to blow up the myths, then understand how you can use it to your advantage, and finally how to interpret the information and apply it to more growth and success. Rand says, "My goal is just to help their audience understand SEO and web marketing. Whatever they think is most useful/important is where I'd love to assist."'ll also be talking about Moz Explorer. It's the one tool to discover and prioritize the best keywords to target. Try out it before the show: https://moz.com/explorer

Predictable Pipeline with Robert Pease

00:0000:00

tweet-image-800x400-pease-predictable-pipeline.jpg

Guest host, Robert Pease,talks about predictable pipeline. Some of the point covered include:

  • Have you built the marketing plan around the revenue plan?
  • We really need to accelerate. Basically we need more customers.
  • Someone who comes to your website and downloads a white paper, that's a content lead. That's not remotely sales qualified.
  • If you don't know who you're selling to, you don't know that there's a market or that there's a need in the market for what you sell, that's going to wound you.

 

Why would you define sales personas down to their favorite author?

00:0000:00

 tweet-image-800x400-chernov-cmo.jpg

Our guest today is Joe Chernov. He's now the Chief Marketing Officer at @InsightSquared. He also lends a hand to startups and wildlife causes when he can. Diving right in, he says, "It's unbelievable what you can get done if you don't care if you get fired!" Talking about his experience at Eloqua, "If we were to publish something that is valuable, we could edge our way into deeper coverage by the media." 

Scorecard - even though we're not supposed to keep score: 
16 articles after spending 2 years developing a product and writing up the release.
An infographic got 800 articles. Very eye-opening.
Joe says, "Content marketing is what happens when a marketing department shifts its thinking from knowing that the company that signs their paychecks needs to shift to the customer signs the paycheck." That shift in mindset turned collateral into an ebook, a self-serving whitepaper into a more valuable, lengthy piece of content.
 
 

Point: The opportunity to leverage the correct content through the active sales process:

 
Best content ideas come from your sales people. Conversations with sales will be the source of the best ideas. 
Example: They publish a issue of their "blog" once a month that includes a recap of 4-5 articles on similar content. Each month has a new theme which helps to focus the articles on that topic. 
 
He's talking about a sales team creating an editorial calendar. You heard Matt right.
 
Point: Personas as a driving force for effective content.
 
Personas help reduce the size of your universe so that as a writer or content creator, your writing universe is smaller which helps guide the writing and allow it to be less daunting.  But, he cautions against being way too specific with a persona. "Susie Seller" is just a role in an organization. We don't need to know which college she attended or coffee brand she prefers, unless you are selling coffee.
 
People have a hard time comparing their content metrics to their business metrics.
 
The very best way to shine a light on the value of your content is to look at lead quality. Your lead or transactional content success could be measured by downloads, subscribers. These are higher value than typical leads. 
You want to know did they close?
Did they move deeper into the funnel than other sources?
Lead Quality tops the list for this comparison and measurment.
 
Favorite KISS song and why: Deuce. Gene Simmons wrote it on a bus. It's about absolutely nothing. 
 
-----------------------
 
 

Even though this is a replay, it's timely as it mentions the upcoming Dreamforce. Matt will be presenting 5 minute walk from Moscone. Take a break:

 
 

You Can’t Buy a Beer With a Hashtag: How to Translate #ABM Into Execution, Pipeline & Closed Deals - Matt Heinz

Champion your way through Dreamforce –visit the B2B Champions Club!

Need to step away from all the noise at Dreamforce? Look no further. Come to the B2B Champions Club – just a 5 minute walk from Moscone Center. Hear industry leading speakers as well as relax, recharge and network. Sign up to reserve your spot!

Stop by anytime throughout the week for:

  • 20+ sessions by top B2B Sales and Marketing Leaders
  • Networking alongside industry leading peers during breakfast, lunch, and happy hours
  • Live streaming of Marc Benioff keynote

Register for the #B2BChampionsClub today!