InboundPHX: Case Study - Sales & Marketing Working Together
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Transcript of InboundPHX: Case Study - Sales & Marketing Working Together
CASE STUDY: MARKETING + SALES WORKING TOGETHER
JAMIE GLASS, VP MARKETING & SALES OPERATIONS AT WELOCALIZE
THE REALITYMarketing is Funded by SalesMarketing is the Fuel for Driving RevenueMarketing Opens the ConversationsSales Closes the DealResults Matter and Align to Business OutcomesEveryone Owns the Customer Journey
THINK LIKE SALES
Identify Ideal Client
Profile
Go Where They Go
Listen to Their
Challenges
Personalize Conversatio
n
Solve Problems Ask to Buy
Ideal Client Influence Engage
CREATING CONVERSATIONS
According to Cult Brand Marketing,
there are 52 types of marketing
strategies and tactics you can use
to bring new customers to your
business and grow your brand.
CASE STUDY
SALES IDENTIFIES TARGETS
Localization BuyerGlobal Brand$1M Budget
Complex Requirements
TOGETHER WE IDENTIFY
INFLUENCERSStrong Community
Influenced by Global Brands
NetworkersExperienced
WE LISTEN TO BUYERS
Market ResearchEvents
Listen to Buyer Presentations
Share and Collaboration
Marketing Plan CRM + Research Socializing
CASE STUDY
MARKETING PERSONALIZES CONVERSATION
SegmentationNeeds
CapabilitiesValue Propositions
WIIFM
WE PRESENT SOLUTIONS
Customer-CentricInnovative
Outcomes DrivenUrgency
SALES ASKS FOR THE BUSINESS
Call to ActionEasy to Do Business
Validates Customer Journey
Content + Technology Presentation Proof
CASE STUDY: CLIENT EVENT RESULTS1. Invite Targeted Buyers = 1,413
• SFDC + Marketo• Email Campaigns• Web and Landing Pages• PR
2. Peer-to-Peer Event on Industry Topics = 29• Presentations by Influencers• Event Management (Logistics, Giveaways)
3. Event Follow-Up• Emails 2x + nurtures• Call Campaigns for Meetings
4. Sales Presentations = 85. Proposals (RFPs, Quotes) = $3.5M6. Close = $2.2M
SUCCESSMarketing is SellingMarketing ROI is Critical - Prove by Sales Results, Tracking Activities and Producing ScorecardManage Multiple Marketing Touchpoints Start the Sales Process with Targeted Conversations
SUMMARYUnderstand the Sales Process - Match Your Marketing Plan with your Sales PlanAgree on Key Targets – Accountability and CommitmentKnow Your Buyer and Build Influence – Participate in Buyer CommunitiesListen to Their Needs – Go on Sales Calls and to EventsPersonalize Your Conversations – Emails, Advertising and Customizable ContentDemonstrate Why – Case studies, Thought Leadership, WebinarsPresent and Propose Solutions – Presentations, CollateralShow Why Now – Success stories, PR, Testimonials
CONTACTJamie GlassVP Global Marketing + Sales OperationsWelocalizewww.welocalize.com [email protected]: @jglass8, @welocalize, @welocalizejamie