Post on 02-Aug-2020
transcript
TABLE OF CONTENT
Turbo Marketing Playbook
1 Introduction 32 Turbo Marketing Defined 43 Evolution of B2B marketing 54 3 Essential Elements of turbo marketing 65 Completing your data 76 Keeping the leads coming 97 Analyzing data 118 4 golden rules of turbo marketing 139 Checklist Techology needed for turbo marketing 1410 Comprehensive amp effecient research capabilities 1511 Reliable accurate amp comprehensive source of acquired data 1612 Powerful amp easy-to-use analysis tools 1713 Worksheet marketing stage assessment 20
Copyright 2015 Smart Selling Tools Sponsored by
INTRODUCTION
TWEET THIS
3
Turbo Marketing Playbook
Therersquos no denying the symbiotic nature of sales and marketing When marketingand sales are well aligned leads reliably flow into the top of the funnel arequalified and then transitioned to sales where theyrsquore converted torevenue-generating customers Itrsquos the ongoing focus of many organizations tooptimize this sales cycle The popular Turbo Sales Playbook discussed whatrsquosrequired to turbo-charge and accelerate sales This playbook looks at the rolemarketing plays in helping fuel and rev the sales engine
No engine runs well unless it gets the proper fuel In the world of sales andmarketing that fuel is data about accounts and leads The process of acquiringaccurate complete data about leads in the pipeline ndash historically a marketing responsibility ndash is a key enabler of helping the sales team cross the finish line ahead of the competition
Read this ebook to understand how to turbo charge marketing in a way that accelerates it beyond being a cost center to maximizing its revenue contribution
Copyright 2015 Smart Selling Tools
ldquoLearn how to turbo-charge Marketing to rev the sales engine and accelerate salesrdquo
Sponsored by
Wersquove all heard the adage that you canrsquot continue to do the same thing and expect different results This holds true in the sales profession If you want to accelerate sales you will have to do something different than what yoursquore doing today
This playbook tells you whatrsquos required to turbo-charge and accelerate your sales Just like any engine turbo-charging requires additional technology You canrsquot get faster acceleration by pressing the pedal harder onto the floor board Acceleration and speed is limited by the capabilities of the engine itself And the same is true of selling
Read this ebook and learn whatrsquos needed for your team to turbo-sell its way to quota achievement
TURBO MARKETING DEFINED 4
Turbo Marketing Playbook
Marketing
Turbo Marketing
Copyright 2015 Smart Selling Tools Sponsored by
promoting and selling goods and services
target the right customers with the right promotions
ldquoMarketing the new product will be critical to its successrdquosynonyms promoting creating awareness generating interest creating demand persuading advertising branding
ldquoOur turbo marketing effort qualified the right leads and shortened the sales cyclerdquosynonyms segmenting and targeting the ideal prospects with messages and promotions that resonate based on a precise understanding of their needs
note accomplished through the use of the right data tools and supporting technology that helpsmarketers get a deep and complete understanding of their customers at the accountand individual level
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
EVOLUTION OF B2B MARKETING 5
Turbo Marketing Playbook
Customer understanding Limited Marketing has basic contact information only usually just an email address
Stage 1 Campaign Producers Stage 2 Sales Enablers Value Creators
Superficial Marketing knows onlywhat a prospect is willing to surrender through a web form
Deep Marketing leverages keenand current insights aboutcustomers and prospects
Marketing approaches Untargeted Trial-and-errorapproaches in which marketingcasts a wide net catches fewqualified leads
Untargeted Marketers make up forinability to precisely targetprospects with quality sales assetsbut a huge gap exists in reachingthe right audience for those assets
Marketing brings the right accountsto the table and provides contentoptimized for them as prospectsmarch through the buying journey
Data and tools Data is incomplete lacking keyfields of information with no toolsto help manage the completenessor accuracy of the data
Data is incomplete lacking keyfields of information but basic toolsare in use to weed out expiredcontacts and contact data
Data is complete appended withacquired data Tools are in use toensure data quality and doadvanced segmentation toextract insights
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe 3 evolutionary stages of B2B Marketing Which stage are yourdquo
Achieving the highest stage of evolution requires data analytics and tools that marketers in the first two evolutionary stages donrsquot haveand donrsquot understand how or are unable to get
3 ESSENTIAL ELEMENTS OF TURBO MARKETING 6
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
As this guide will discuss these essential elements of turbo marketing are not possible without the right tools and data With customer data that is current complete and accurate and with the tools to keep it that way and extract insight from ityou can
Identify and target the right accounts and the prospects most likely to buy and Understand how to best deliver compelling personalized and highly relevant messages and offers to them
If you want to activate turbo marketing there are three factors to keep in mind
1 Ensuring the data you have about prospects leads and the accounts to which they belong is as complete as possible 2 Keeping a s teady stream of new leads coming in to fuel the sales engine3 Extracting insights from the data that help marketing do better segmentation to craft better campaigns and content
TWEET THISldquoWant to Turbo Market Yoursquoll need these 4 ingredientsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
COMPLETING YOUR DATA 8
Turbo Marketing Playbook
Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1
Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process
In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
INTRODUCTION
TWEET THIS
3
Turbo Marketing Playbook
Therersquos no denying the symbiotic nature of sales and marketing When marketingand sales are well aligned leads reliably flow into the top of the funnel arequalified and then transitioned to sales where theyrsquore converted torevenue-generating customers Itrsquos the ongoing focus of many organizations tooptimize this sales cycle The popular Turbo Sales Playbook discussed whatrsquosrequired to turbo-charge and accelerate sales This playbook looks at the rolemarketing plays in helping fuel and rev the sales engine
No engine runs well unless it gets the proper fuel In the world of sales andmarketing that fuel is data about accounts and leads The process of acquiringaccurate complete data about leads in the pipeline ndash historically a marketing responsibility ndash is a key enabler of helping the sales team cross the finish line ahead of the competition
Read this ebook to understand how to turbo charge marketing in a way that accelerates it beyond being a cost center to maximizing its revenue contribution
Copyright 2015 Smart Selling Tools
ldquoLearn how to turbo-charge Marketing to rev the sales engine and accelerate salesrdquo
Sponsored by
Wersquove all heard the adage that you canrsquot continue to do the same thing and expect different results This holds true in the sales profession If you want to accelerate sales you will have to do something different than what yoursquore doing today
This playbook tells you whatrsquos required to turbo-charge and accelerate your sales Just like any engine turbo-charging requires additional technology You canrsquot get faster acceleration by pressing the pedal harder onto the floor board Acceleration and speed is limited by the capabilities of the engine itself And the same is true of selling
Read this ebook and learn whatrsquos needed for your team to turbo-sell its way to quota achievement
TURBO MARKETING DEFINED 4
Turbo Marketing Playbook
Marketing
Turbo Marketing
Copyright 2015 Smart Selling Tools Sponsored by
promoting and selling goods and services
target the right customers with the right promotions
ldquoMarketing the new product will be critical to its successrdquosynonyms promoting creating awareness generating interest creating demand persuading advertising branding
ldquoOur turbo marketing effort qualified the right leads and shortened the sales cyclerdquosynonyms segmenting and targeting the ideal prospects with messages and promotions that resonate based on a precise understanding of their needs
note accomplished through the use of the right data tools and supporting technology that helpsmarketers get a deep and complete understanding of their customers at the accountand individual level
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
EVOLUTION OF B2B MARKETING 5
Turbo Marketing Playbook
Customer understanding Limited Marketing has basic contact information only usually just an email address
Stage 1 Campaign Producers Stage 2 Sales Enablers Value Creators
Superficial Marketing knows onlywhat a prospect is willing to surrender through a web form
Deep Marketing leverages keenand current insights aboutcustomers and prospects
Marketing approaches Untargeted Trial-and-errorapproaches in which marketingcasts a wide net catches fewqualified leads
Untargeted Marketers make up forinability to precisely targetprospects with quality sales assetsbut a huge gap exists in reachingthe right audience for those assets
Marketing brings the right accountsto the table and provides contentoptimized for them as prospectsmarch through the buying journey
Data and tools Data is incomplete lacking keyfields of information with no toolsto help manage the completenessor accuracy of the data
Data is incomplete lacking keyfields of information but basic toolsare in use to weed out expiredcontacts and contact data
Data is complete appended withacquired data Tools are in use toensure data quality and doadvanced segmentation toextract insights
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe 3 evolutionary stages of B2B Marketing Which stage are yourdquo
Achieving the highest stage of evolution requires data analytics and tools that marketers in the first two evolutionary stages donrsquot haveand donrsquot understand how or are unable to get
3 ESSENTIAL ELEMENTS OF TURBO MARKETING 6
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
As this guide will discuss these essential elements of turbo marketing are not possible without the right tools and data With customer data that is current complete and accurate and with the tools to keep it that way and extract insight from ityou can
Identify and target the right accounts and the prospects most likely to buy and Understand how to best deliver compelling personalized and highly relevant messages and offers to them
If you want to activate turbo marketing there are three factors to keep in mind
1 Ensuring the data you have about prospects leads and the accounts to which they belong is as complete as possible 2 Keeping a s teady stream of new leads coming in to fuel the sales engine3 Extracting insights from the data that help marketing do better segmentation to craft better campaigns and content
TWEET THISldquoWant to Turbo Market Yoursquoll need these 4 ingredientsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
COMPLETING YOUR DATA 8
Turbo Marketing Playbook
Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1
Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process
In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Wersquove all heard the adage that you canrsquot continue to do the same thing and expect different results This holds true in the sales profession If you want to accelerate sales you will have to do something different than what yoursquore doing today
This playbook tells you whatrsquos required to turbo-charge and accelerate your sales Just like any engine turbo-charging requires additional technology You canrsquot get faster acceleration by pressing the pedal harder onto the floor board Acceleration and speed is limited by the capabilities of the engine itself And the same is true of selling
Read this ebook and learn whatrsquos needed for your team to turbo-sell its way to quota achievement
TURBO MARKETING DEFINED 4
Turbo Marketing Playbook
Marketing
Turbo Marketing
Copyright 2015 Smart Selling Tools Sponsored by
promoting and selling goods and services
target the right customers with the right promotions
ldquoMarketing the new product will be critical to its successrdquosynonyms promoting creating awareness generating interest creating demand persuading advertising branding
ldquoOur turbo marketing effort qualified the right leads and shortened the sales cyclerdquosynonyms segmenting and targeting the ideal prospects with messages and promotions that resonate based on a precise understanding of their needs
note accomplished through the use of the right data tools and supporting technology that helpsmarketers get a deep and complete understanding of their customers at the accountand individual level
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
EVOLUTION OF B2B MARKETING 5
Turbo Marketing Playbook
Customer understanding Limited Marketing has basic contact information only usually just an email address
Stage 1 Campaign Producers Stage 2 Sales Enablers Value Creators
Superficial Marketing knows onlywhat a prospect is willing to surrender through a web form
Deep Marketing leverages keenand current insights aboutcustomers and prospects
Marketing approaches Untargeted Trial-and-errorapproaches in which marketingcasts a wide net catches fewqualified leads
Untargeted Marketers make up forinability to precisely targetprospects with quality sales assetsbut a huge gap exists in reachingthe right audience for those assets
Marketing brings the right accountsto the table and provides contentoptimized for them as prospectsmarch through the buying journey
Data and tools Data is incomplete lacking keyfields of information with no toolsto help manage the completenessor accuracy of the data
Data is incomplete lacking keyfields of information but basic toolsare in use to weed out expiredcontacts and contact data
Data is complete appended withacquired data Tools are in use toensure data quality and doadvanced segmentation toextract insights
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe 3 evolutionary stages of B2B Marketing Which stage are yourdquo
Achieving the highest stage of evolution requires data analytics and tools that marketers in the first two evolutionary stages donrsquot haveand donrsquot understand how or are unable to get
3 ESSENTIAL ELEMENTS OF TURBO MARKETING 6
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
As this guide will discuss these essential elements of turbo marketing are not possible without the right tools and data With customer data that is current complete and accurate and with the tools to keep it that way and extract insight from ityou can
Identify and target the right accounts and the prospects most likely to buy and Understand how to best deliver compelling personalized and highly relevant messages and offers to them
If you want to activate turbo marketing there are three factors to keep in mind
1 Ensuring the data you have about prospects leads and the accounts to which they belong is as complete as possible 2 Keeping a s teady stream of new leads coming in to fuel the sales engine3 Extracting insights from the data that help marketing do better segmentation to craft better campaigns and content
TWEET THISldquoWant to Turbo Market Yoursquoll need these 4 ingredientsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
COMPLETING YOUR DATA 8
Turbo Marketing Playbook
Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1
Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process
In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
EVOLUTION OF B2B MARKETING 5
Turbo Marketing Playbook
Customer understanding Limited Marketing has basic contact information only usually just an email address
Stage 1 Campaign Producers Stage 2 Sales Enablers Value Creators
Superficial Marketing knows onlywhat a prospect is willing to surrender through a web form
Deep Marketing leverages keenand current insights aboutcustomers and prospects
Marketing approaches Untargeted Trial-and-errorapproaches in which marketingcasts a wide net catches fewqualified leads
Untargeted Marketers make up forinability to precisely targetprospects with quality sales assetsbut a huge gap exists in reachingthe right audience for those assets
Marketing brings the right accountsto the table and provides contentoptimized for them as prospectsmarch through the buying journey
Data and tools Data is incomplete lacking keyfields of information with no toolsto help manage the completenessor accuracy of the data
Data is incomplete lacking keyfields of information but basic toolsare in use to weed out expiredcontacts and contact data
Data is complete appended withacquired data Tools are in use toensure data quality and doadvanced segmentation toextract insights
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe 3 evolutionary stages of B2B Marketing Which stage are yourdquo
Achieving the highest stage of evolution requires data analytics and tools that marketers in the first two evolutionary stages donrsquot haveand donrsquot understand how or are unable to get
3 ESSENTIAL ELEMENTS OF TURBO MARKETING 6
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
As this guide will discuss these essential elements of turbo marketing are not possible without the right tools and data With customer data that is current complete and accurate and with the tools to keep it that way and extract insight from ityou can
Identify and target the right accounts and the prospects most likely to buy and Understand how to best deliver compelling personalized and highly relevant messages and offers to them
If you want to activate turbo marketing there are three factors to keep in mind
1 Ensuring the data you have about prospects leads and the accounts to which they belong is as complete as possible 2 Keeping a s teady stream of new leads coming in to fuel the sales engine3 Extracting insights from the data that help marketing do better segmentation to craft better campaigns and content
TWEET THISldquoWant to Turbo Market Yoursquoll need these 4 ingredientsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
COMPLETING YOUR DATA 8
Turbo Marketing Playbook
Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1
Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process
In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
3 ESSENTIAL ELEMENTS OF TURBO MARKETING 6
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
As this guide will discuss these essential elements of turbo marketing are not possible without the right tools and data With customer data that is current complete and accurate and with the tools to keep it that way and extract insight from ityou can
Identify and target the right accounts and the prospects most likely to buy and Understand how to best deliver compelling personalized and highly relevant messages and offers to them
If you want to activate turbo marketing there are three factors to keep in mind
1 Ensuring the data you have about prospects leads and the accounts to which they belong is as complete as possible 2 Keeping a s teady stream of new leads coming in to fuel the sales engine3 Extracting insights from the data that help marketing do better segmentation to craft better campaigns and content
TWEET THISldquoWant to Turbo Market Yoursquoll need these 4 ingredientsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
COMPLETING YOUR DATA 8
Turbo Marketing Playbook
Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1
Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process
In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
COMPLETING YOUR DATA 8
Turbo Marketing Playbook
Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1
Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process
In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
COMPLETING YOUR DATA 8
Turbo Marketing Playbook
Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1
Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process
In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
KEEP THE LEADS COMING 10
Turbo Marketing Playbook
Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile
Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to
Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
41 2 3 4
Golden Rules of Turbo Marketing
Target the rightcustomers
Gain a deepunderstanding
of them
Engage themwith relevantinformation
Pass qualified leadsto sales and repeat
the process
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
ANALYZING DATA 12
Turbo Marketing Playbook
Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value
Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck
Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it
A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14
Turbo Marketing Playbook
Turbo marketing is impossible to do without the aid of technology
Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand
Yoursquoll need
Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15
Turbo Marketing Playbook
With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently
Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process
To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities
Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes
A zettabyte is equivalent to 1000000000000000000000 bytes
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture
Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets
Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information
With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging
Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged
Turbo marketing relies on acquired data to accomplish more in less time
TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17
Turbo Marketing Playbook
Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department
The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively
The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing
The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts
Copyright 2015 Smart Selling Tools Sponsored by
TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
AVENTION HELPS MARKETING REV THE SALES ENGINE 18
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Avention Inc reg takes turbo marketing from aspiration to attainment
Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by
1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content
The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning
Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right
TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
TURBO MARKETING WITH AVENTION 19
Turbo Marketing Playbook
Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information
In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through
bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments
Copyright 2015 Smart Selling Tools Sponsored by
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 20
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is a hit-and-miss propositionthat is largely guesswork
Stage 1
Identifying target accounts is done through basicsegmentation and web research
Stage 2
Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality
Our salespeople collaborate on the decision process with prospects as a preferred vendor
Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data
Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers
Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data
Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Which evolutionary stage do your salespeople operate in
WORKSHEET MARKETING STAGE ASSESSMENT 21
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Identifying target accounts is done through advanced data analysis and segmentation to get market insights
Turbo Marketing
Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data
Marketing has the right tools data and access to expertise to perform meaningful analysis of its data
Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
WORKSHEET MARKETING STAGE ASSESSMENT 22
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
Turbo Marketing Answer
How much effort goes into ensuring that the marketing database is complete accurate and current
How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns
How well do marketingrsquos campaigns produce qualified leads for sales
What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent
What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities
How personalized or customized is the content marketing produces for specific accounts and customers in those accounts
How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle
Important Questions to ask Yourself
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What industry or industries represent the best opportunity for your company
How big is the opportunity in these target industries based on the total number of accounts
What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)
What are the competitive forces at work on the accounts in these industries
Firmographics amp Value Proposition
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
WORKSHEET DEFINING YOUR TARGET CUSTOMERS 24
Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by
What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries
What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based
What organizational changes would indicate an openness to change
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED
Fire up your engineStart Turbo Marketing today with
your own free trial of Avention
CLICK TO START
Request more informationabout Aventionrsquos OneSource
Solutions
GET STARTED