Sales Pipeline Radio

Our guest is John Hall, author of Top of Mind and Co-founder and CEO of Influence & Company. Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

This will be a great conversation for you to walk away with tips and nuggets. Join us.

Influence & Co., is a company focused on helping brands and individuals extract and leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. In less than three years, John has grown Influence & Co. into one of the largest providers of high-quality expert content to the world’s top publications, ranking No. 72 on Forbes’ “Most Promising Companies in America” list and named Empact’s “Best Marketing and Advertising Company of 2014” at the United Nations.

John has a weekly column for Forbes and Inc. and has contributed to more than 50 publications, including Business Insider, The Washington Post, and Harvard Business Review. He is the author of the best-selling book, 'Top of Mind'.

Listen in as I talk to Raymond Ivory, Senior Manager of Sales Enablement at Blackbaud in this episode called "Sales Enablement In The Wild: How Blackbaud Is Improving Sales Productivity & Impact" 

Read the full transcript on the Heinz Marketing blog.

A lot of people have different definitions of what sales enablement means to them. I ask Raymond what sales enablement means to him; what it means to Blackbaud?

Hear the story of how this got started and where it came from. In terms of sales enablement at Blackbaud today, find out some of the main components and tactics they're following as well as key components of their program Raymond believes have driven the most success.  We'll also talk a little bit about the balance between the technology and the process... and A LOT MORE!

So glad to have Karen Steele, CMO at LeanData on this time talking about what "Revenue Operations" really means.  

LeanData has done a great job of evangelizing an integrated, cohesive Revenue Operations strategy. I ask Karen what that means and what it looks like.

I also ask her about the balance of activities for marketing teams when you've got those so focused on demand generations and getting more leads and getting more MQLs, versus focusing on some of the Sales Enablement and Revenue Operations tasks and priorities. 

It's not just about the sales funnel-- revenue implies impacting the entire customer life cycle. I asked her to share how the concept of Revenue Operations can now span beyond acquisition marketing as well as sales and how it can impact customer success and account management teams as well.   

Listen in for this and a lot more! 

You can also listen in and read the transcript on the Heinz Marketing Blog starting Monday, 5/13/19 at 6am PST as well.. and catch the recording everywhere podcasts play! 

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Paul Teshima, co-founder of Nudge.ai is interviewed by Sales Funnel Radio host Matt Heinz. Paul is a believer that culture eats strategy for breakfast, and business culture can be built through storytelling. He has always have been a leader with a strong focus on sales and customer engagement.

He is a successful technology executive who has run services, customer success, account management, support and product management.

• Helped lead Eloqua (marketing automation) as part of the executive team from $0 to over $100 million in revenue, through IPO and a successful acquisition for $957 million by Oracle.
• Now co-founder and CEO of Nudge.ai, a modern sales platform that uses A.I. to find actionable insights on your customers.
• Passion for building great teams and products that help customers grow their businesses.
  
  Twitter: @paulteshima

About Nudge.ai

Nudge was co-founded in 2014 by former Eloqua executives, Paul Teshima and Steve Woods. After having successfully guided Eloqua to a market leading position in marketing automation from $0 to over $100 million in revenue, then through IPO and acquisition by Oracle for $957 million, Teshima and Woods recognized another massive challenge to solve – this time, however, it was on the sales side.

The best sales professionals understand that people buy from people they know, like and trust. In a world that’s becoming overloaded with information, it’s becoming harder to build trusted, authentic relationships with buyers and customers. This is where Teshima and Woods saw the challenge, and the biggest opportunity yet to be solved.

On this episode, "Defining Sales Enablement: Increasing Salesforce Efficiency and Effectiveness" I talk to John Raguin, CMO at Seismic Software. 

"Sales Enablement" is a now a very mainstream category, almost table stakes for B2B companies but this wasn't the case just four years ago.  I ask John how Seismic sees that.  

Oh, it's unbelievable The growth. So over, it's exactly like you said, over the last four years, we've essentially had, we went... if you looked at LinkedIn, just on job titles, just looking at job titles, you'd find that there was 188-80% increase in LinkedIn search results for sales enablement, where people were searching in LinkedIn. And then 118% increase just in the last two years of people with sales enablement in their job titles. And the astounding part we even saw further, is that there are just about as many people with job titles that have sales enablement in it as there are open job wrecks. So that really tells you that sales enablement has... that's one of many statistics that is important in looking at how sales enablement has become such a big thing and importance to organizations.

But I also ask John what is sales enablement? What does it encompass? When companies see it, what are the functions they should be thinking about?

Listen in to find out this and a lot more.  The full transcript will be also be on our blog on Monday, 5/6 starting at 6am pst.  

This 3+ minute program is extracted from a more lengthy interview.  Hear the full program here: 

Secrets to effective, high performing B2B content

Shannon Dougall, Vice President of Marketing at Uberflip is Matt's guest in this episode.  

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 performing.
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... 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 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.

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Matt Heinz is the host of Sales Pipeline Radio on the Funnel Radio Channel.   See who you know hosting a program on the Funnel Radio Channel.

Attribution, analytics and analyzing data is today's topic. What does the report say? Does it accurately display the past and does it accurately help us predict the future?

Marketers are in a world of big data. We've gone from nothing to overload. So there is a lot to help marketers in high tech and not in high tech of how to best use the data available to them. 

"How do I interpret the data?" Perhaps a better question is, "What answers and knowledge am I seeking to move forward?"

• You need to organize the metrics to interpret the metrics. The questions of what you seek are critical.
• Do we have the fundamental metrics that the business needs to understand the health of the business?
• Within the channels of my function, how do I use metrics to ensure that my efforts are working?
• Do we have the capabilities to answer the ad-hoc questions that come up in business?

Listen to this show to get a more organized list of what you need to know first before you even pull the data.

About our guest, Jeff Day:

Jeff is a Marketing and Product Management executive with a focus on startup and high-growth technology companies. Jeff excels at applying the right mix of marketing for the right stage of the company in order to maximize growth. With 20 years of proven success with companies such as Highspot, DomainTools, Apptio, Enodo Software, HP, PolyServe and Intel, he has run all aspects of marketing and delivered industry-leading software and hardware products. He is passionate about working with high growth product companies to help drive marketing and product strategy, build happy and productive teams and maximize company success.

Some lessons from Dan McDade in this episode include:

"There's a real focus on the technology stack and companies are spending more and more on that technology stack. And to some extent, they're automating bad processes."

"...the technology solutions make it easier to get more bad leads faster to sales than ever before. "

"The total obtainable market or the serviceable obtainable market...it doesn't really matter what they call it. The total addressable market is the market that you want to sell to. And a caveat here is that most companies prospect too broadly. "

The unsung hero - lead nurturing. You'll have to tune in to hear decades of success handed to you on a platter - making it simple to understand.

About Dan McDade:

Author, sales guru, and lead generation professional Dan McDade, is our guest from Prospect-Experience and he discusses the over-looked field of prospect experience management. McDade says this failure is needlessly costing companies 10-20% of closed sales every month. McDade has a history of knowledge in the sales lead management and lead generation fields having been the CEO of PointClear for 20 plus years. He is now the managing partners of Prospect-Experience which solves the weaknesses in B2B companies he sought to repair when the leads he created for clients went begging for attention from his clients' sales and marketing people.

Unpacking insights from a bounced email to create 4 connections using ABM

Campaign refined emails are the key. Can't just put it in the byte bucket. Everyone is too busy. Lead Gnome is that solution to find the pockets of value the rest of the market is ignoring. Matt Benati didn't see any solution to accomplish what he needed, so he built it. It's looking for insights into the internal buying machines. Surprising enough you can gain a lot of insights from "out of office" messages. You will basically be given the org chart of the company. 

They looked at trigger events and campaigns around bounces. A bounced email happens when someone leaves the company. "Matt's no longer with the company, but Sally is here..." This gives you a lot of information and opportunity for an introduction and you can look for Matt at his next company, which is probably in a similar position. You can get two contacts from the one bounce. Who did Matt replace? Where did Sally leave to take Matt's old job? This is 4 contacts from one bounce. 

This is about unpacking the information in the body of the email, this is not scraping. This is human written information in the body.

This was just in the first 8 minutes. You need this replay!

About our guest, Matt Benati:

Matt Benati is the CEO and Co-founder of LeadGnome, an innovative Account Based Intelligence web service that mines email responses to deliver account-specific contacts, enhance existing leads, and provide actionable sales intelligence. Matt is a passionate believer that sales and marketing alignment, transparency, and communication optimize revenue generation, and he champions this philosophy in his teams and writings. He participates actively in the market-changing FlipMyFunnel, Account Based Marketing, and Account Based Everything communities. Matt is a contributor at the Account-Based everything hub. Matt’s previous positions include VP Marketing at LogMeIn, VP Global Marketing at Attunity and senior roles at Netezza and IBM. You can follow Matt on Twitter at @mattbenati.

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Sales Funnel Radio is hosted by Matt Heinz and sponsored by Heinz Marketing on the Funnel Radio Channel