Marketo’s Secrets to Sales Partnership
Hally PinaudPrincipal Segment Marketing Manager
Marketo
@hallypino
Noelle RuizSr. Segment Marketing Specialist
Marketo
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Housekeeping
79% of customers only
consider brands that show they understand and care about ‘me.’
(Wunderman)
57% of customers expect a consistent end-to-
end experience.
(Marketo)
33% of B2B customers
feel like brands understand them.
(Marketo)
“Relationship between sales and
marketing is only getting stronger and
tighter, and it’s necessitated by having a
common experience for the customer.”
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017
Broad-Reach Marketing Account-Based Marketing
Pick the Right Strategy
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017
Our Strategic Transition
• Account-centric
• Larger deals
• Outbound + Inbound
• Reaching higher in the Organization
• More targeted engagement
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017
We Started with ICP
Ideal Customer Profile:
•High Yield
•Product Fit
•Competitors’ Customers
•Strategic Importance
•Etc.
ICP
Whitespace
Sales Input
GTM
Territory Planning
Strategic Goals
Predictive Modeling
Creating Marketing & Sales Focus
Non-ICP Accounts
Target Accounts
Named AccountsINBOUND: Target Accounts:
Marketing will focus programs here to provide a pipeline of demand beyond the Named Accounts.
INBOUND + OUTBOUND: Named Accounts: Accounts assigned to AEs. Sales team will focus on outbounding to these accounts. Marketing provides support as needed. ~50 or 250 accounts/ AE
Ideal Customer Profile: Defines the type of accounts we want to target
Non-ICP Accounts: Accounts that are not a product/market fit for Marketo and should not be targeted at present
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017
Questions for Sales Content Creation
• What is the intended customer audience?
• Who will use it? (Marketing, SDR, AE?)
• How/where will this be used? (inbound, outbound?)
• Does your team know how to use the content?• What other content is needed to support it?
• Is it part of a campaign? / What’s the longevity?
• How will I enable the team to use it?
• How will I measure it?
MARKETO
TECH
FSI
MANUFACTURING
Healthcare
Payer
Provider
Pharma
Software
Hardware
Teleco
IndustrialMarketing
Prioritize: Which Audiences?
ENT
COMM
Energy
Banking
Insurance
Asset Mgmt
Other
Sales
IT
Marketing
IT
Marketing
Sales
IT
Marketing
IT
Persona 1
Persona 2
Persona 3
BRAND SEGMENTS INDUSTRIES SUBS BUYING CENTERS PERSONAS
Consider Process, Talk to Sales, Fill Gaps
Get
ACCESSProvide
VALUE
Present
SOLUTION
MARKETING PROGRAMS & CONTENT
Which Assets Have Mileage?Here are 3 Killer Types of Content!
Case Studies BattlecardsTrend / Research
Reports
Example: Credit Union Sales Kit
• Industry Play: Kit that includes assets for all stages of the sales cycle• Positioning & Outbounding• Credibility: Customer Stories, Analyst
Reports• Objections and Internal Selling
• eBooks, Infographics, Blogs
• Specific opportunity • Easy to replicate• Accessible• Linked to Emails + Touches in
ToutApp
How do we do that?• Revenue Team Kick Off – strategy is communicated• Weekly Emails• Segment sales meetings
• Weekly all hands – to present plays/content/activities• Monthly global call – to present plays/content/activities• Weekly forecast meetings – to validate strategy/give updates
• FLM monthly meeting – feedback + discussion• Weekly 1:1 with marketing + sales leader(s)
• AE and SDR!
Reinforce! Reinforce! Reinforce!
But is it Working?
Don’t just throw support over the fence:• Follow up frequently before/after launching a play• Check in with broad questions/surveys at all levels• Audit use and effectiveness
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