B2B marketing success: Aligning marketing and sales to build

a demand gen machine

Speakers:

Ben Sardella,

Co-founder at Datanyze

Nic Zangre,

Director of Marketing

Operations at AdRoll

Speakers

Nic Zangre

Director of Marketing Operations

at AdRoll

Ben Sardella

Co-founder of Datanyze

Agenda

▶ Aligning your org

▶ Tools of the trade

▶ Revenue sharing

▶ Q&A

Source: MathMarketing (2013)

Why are we here?

Alignment between marketing and sales can help your company

become 67% better at closing deals, 108% better at lead acceptance,

and generate 209% more revenue from marketing.

Leads Opportunities

RevenueConversions

ProspectingNurturing

Verticalization/

Named Accounts

Account Based

Marketing

(mis)communication and compromise

Redefining the relationship

▶ Who are our prospects?

▶ What data do we need to validate fit?

▶ Who are our Marketing Qualified Leads?

▶ What is the follow-up time for MQLs?

▶ How is data structured in our CRM?

▶ How does sales provide a feedback loop?

▶ What are our shared goals?

Do we have all the tools we need?

Sales & Marketing

Infrastructure

Digital Analytics

Testing

Marketing Cloud

CRM

Data Management Platform

Big data architecture

Business Intelligence

Sales & Marketing Tools

Demand Side Platform / Display

Content / Social Marketing Platforms

Website CMS/WCM/RTP

Data Enrichment & Prospecting

Lead Scoring / Predictive Analytics

Sales & Marketing Automation

Sales Enablement

Customer Sales &

Marketing Tools

Advocacy / Networking

/ Event Management

Customer Success

Finding the right tool for the job

Your CRM is the center of your universe

The outbound funnel

The joint goal: revenue

Implement lead scoring to accelerate the sales cycle

Execute on a service level agreement and prioritization process of leads

Nurturing the relationship

Why score leads?

Content downloads

Subscriptions

Free trials

Tradeshows

What makes a lead qualified?

Revenue/funding

Employees

Technologies*

Traffic

B2B/B2C

Title

Fit (Explicit)Engagement (Implicit)

Competitive Techs Complementary Techs

Technologies and lead scoring

Predictive Lead Scoring

Lead prioritization and distribution

Automation can improve efficiency

Organizing your touchpoints

Team selling + sharing the credit

SUSPECTS PROSPECTS OPPORTUNITIES CONTACTS

Sales attribution

The CxO Mindset

Questions?

Nic Zangre, Director of Marketing Operations

Ben Sardella, Co-founder