Sales Pipeline Radio

Let's start with what channel marketing is. It's called many things: local marketing, indirect marketing. It's someone that sells your product outside of your organization. It is a severely under-resourced segment with most marketing departments.

If you pay a person to sell, and they hit the market with a number/goal, you know you either got your investment in them back, or surpassed, or lost the investment. When you go to indirect model:  Product/thought leadership at one company or selling and marketing at another company,  you now have two companies to align.

$1000 invested  - what does that turn into?
Did it convert to $10000 or is it $1000 I didn't get back?

This makes companies hesitant to invest in it. So, typically companies put one person on channel marketing. Example of a $2.2B company with 35K employees, 40% of revenue comes from channel, and they have ONE marketing resource. How can you be effective with that type of opportunity?

For Example: marketing resource, Janet, is reactive to channel requests and does random acts of marketing. Everything she does is NOT strategic. She needs help with scale and a platform and infrastructure so they can market on their own. Cobrand, launch.

Averetek does this in a frictionless way. This allows Janet to drive more through the channel because they can get their own materials.

Listen to the show to find out where you and your company may be missing opportunities by not allocating resources effectively.  This can be HUGE. 

About our guest:

Peter Thomas is the founder and CEO of Averetek. This team of marketers, engineers, and product developers seek new ways to engage channel partners through software and services. Since its beginning in 2000, Averetek has grown to manage more than 70,000 reseller organizations and 300,000 registered users.

In Averetek’s work with brands, Peter has found that companies focus too much time and money on the top 10% of their channel partners. The remaining partners simply need the right nudge to shift from opportunistic to strategic sellers. When brands devote more attention to the 90% segment, they drive more leads, close more sales, and grow their business.

Peter combines his observations with partner behavior data from the Averetek platform, sharing this knowledge to help clients attract, engage, and monetize their partners more effectively.

If you haven't caught their podcast yet, it's not too late to binge listen to Robert Pease & Brian Hansford's show - Marketing Kranks on SoundCloud . Today they are taking over the show for Matt, who is traveling. The topic? All the ABM Noise.... the good, the bad, the ugly.

Matt's guest in this episode is Shannon Dougall, Vice President of Marketing at Uberflip. They just returned from the annual Content to Conversion Conference in Scottsdale, AZ. It combines content and demand generators together.

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 peforming.

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. To do this, need to consider the medium - read, interact - either way, 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 that 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.

Matt Heinz and Kevin Akeroyd, CEO of Cision tell more of the story. Introducing the B2B Marketing Communications Cloud – how consolidating your integrated communications can accelerate awareness, interest and sales pipeline contribution.

About our guest:

Kevin Akeroyd oversees the Cision executive management team across operations globally.

He has more than 25 years of experience in reshaping modern digital, social and mobile marketing globally. Prior to Cision he was general manager and senior vice president at Oracle Marketing Cloud. Akeroyd and Oracle created the Enterprise Marketing Platform category and led it from the onset. Prior to Oracle, he held senior leadership positions at several companies, including Data.com, Salesforce.com, RR Donnelley, and Jigsaw.

Matt's guest in this episode is Shannon Dougall, Vice President of Marketing at Uberflip. They just returned from the annual Content to Conversion Conference in Scottsdale, AZ. It combines content and demand generators together. Some of the points they are covering are:

• Results from research highlighting the most important content features
• Examples of successful, sales-converting content campaigns
• Key B2B content trends for 2017

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. To do this, need to consider the medium - read, interact - either way, 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 that 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.

Some of the questions Matt asked our guest, Ronald Brock included: 

Is sales something you’re born with? Is it something you can learn? And I think the perspective you take in this book is very much, I am quoting here you say you can take someone who is untrained, otherwise someone ordinary, sort of an average person who is starting in sales and transform them into someone of in your words – notable superiority. And so this idea includes a number of best practices and or secrets if you will to do that, is that still inaccurate representation? 

He starts out by telling us, "Well, every salesman did during my time period; reading a few books about selling then having no knowledge whatsoever and developing my own style. And what I discovered was it was fine but it worked for me and not for the people that I was trying to turn into salesman when I became a sales manager. And that involved me moving into developing a format that anyone could use rather than just the what you think of as the born salesman. So if you take someone who has very little charisma, they can be turned into a great salesman." 

Another tidbit from the show:

Matt covered, "On one hand I think there’s a lot of great new intelligence and understanding of how sales operates in an increasingly complex world but on the other hand we are still people selling to people and I think some of the fundamentals of selling from Dale Carnegie, from Zig Ziglar can sometimes get lost. Are there any best practices or advice you would give people the sort of balance those two approaches, sort of the traditional with the new?"

Ron says, "Well those particular complications dealt heavily with how to develop yourselves to be the kind of person that people want to deal with. It’s referred to as a halo effect. If you are a really attractive person, in some ways that means you’re also honest and forthright so somebody you should deal with."

You'll have to listen to the episode for the full story and insights.

Ronald Brock is the author of the book Gamebreaker: A guide to world-class selling. You can find it on Amazon.com you can also check it out and learn more about Ron at www.gamebreakerbook.com.

We have guest Lauren Vaccarello who is the vice president of marketing at Box. We are going to be talking a lot about software as a service, sales and marketing and how to do that effectively. This conversation on account-based revenue – targeting the right accounts, partnering with sales, the joys & failures & adjustments associated with execution.

Lauren Vaccarello (@laurenv) is a business leader with a proven track record of building high performing marketing teams and accelerating revenue growth. With a strong background in demand generation, she excels at building scalable integrated campaigns that leverage cutting edge marketing techniques. Although performance is at the core of who she is as a marketer, she believes businesses need to tell compelling stories and build a brand if they want to own a category.

David Priemer is Vice President of Sales at Influititive.

Psychology of sales - sales has evolved a lot ove rthe years. Vendors used to have all the information. The relationship between buyer and seller has fundamentally changed thanks to the Internet. Emotional intelligence and sales psychology has become tremendously important. 

Matt asked David what he recommended to sales managers, leaders and trainers about implementingand integrating a better sales psychology and sales practices. 

"Old ways are selling... we try our best pitches, we make calls..." This doesn't fly anymore. Time is too precious. Social Selling methodologies and tactics make the best use of everyone's time, including the target buyer.

Our guest is Shari Johnston who is the senior vice president of marketing at Radius and has an illustrious career in marketing. At some point we are going to talk about Santa.com I promise but before we get to that we will talk a few other things.

Some of what they discussed included:

Where are the places that you are putting bets on to drive marketing results in 2017?

What are some of the best practices you see working that can help B2B companies continue innovate and be successful and proactive on the acquisition side but really to take a full lifecycle, full lifetime value approach to the customer?

What does it take to run and execute marketing in that fast-paced environment where you are expecting and hoping, the entire company wants fast results but that doesn’t always jive with buying cycles, doesn’t always jive with just what it takes to do marketing, right? How do you balance that tension?

What about the cultural changes that are sometimes involved in helping organizations, helping sales, helping executive team, helping a board rethink how to look at what marketing is doing more on the quality versus quantity standpoint?

Were there any growing pains or I guess like migration pains as you moved the way marketing is perceived from a volume-based story to a quality at conversion-based story? Was that difficult for even sort of sales counterparts let alone C-suite and board to understand and get behind?

Listen to the show for the answers and more.

Our guest is Jon Miller, CEO and Co-Founder of Engagio. Here are some of the questions Matt covers:

• When did you see the ABM wave coming?  At what point did you start to realize that lead-based wasn’t going to cut it anymore?
• One of my biggest concerns with the term ABM is the “marketing” part of it, but “everything” feels to broad.  How do you think about that? 
• Culture is a big part of making ABM work internally.  How do you encourage people to make the right internal moves to be successful with ABM?
• This isn’t all-or-nothing right?  How does ABM integrate with other key marketing priorities moving forward?

About our guest: Jon Miller

Jon is a marketing entrepreneur and thought leader. He is currently the CEO and co-founder of Engagio, an account-centric platform to orchestrate and measure Account Based Marketing and Sales Development efforts at named accounts. Previously, Jon was a co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.

Marketing technology innovator, with previous leadership roles at Epiphany and Xchange, plus board/advisory roles at Scripted, Newscred, and Optimizely.