Martech

APRIL 2, 2024

What’s the key to B2B marketing success? B2B influencer marketing involves collaborations between creators and brands to develop and share content that promotes the brand’s products or services. The same influencers you see on your personal social media feeds could be the missing link in your B2B marketing strategy. Influencers.

B2B 127

B2B Drivers/motivators Campaign B2C 127

Search Engine Land

MARCH 4, 2024

If we’re not already, we will be facing a reckoning in the world of search marketing. Search marketing is a heavily data-centric world. If there is one thing that’s true about modern search marketing, it’s a dependence on very deep, user-level data. A world of excess: Is more really better?

A/B testing 126

A/B testing Click Through Rate Campaign Trust 126

Martech

DECEMBER 13, 2023

If you’re on the B2B side, you’re trying to get in every sale you can to achieve your goals. demand, trying to close one more sale, or watching the “out of office” email replies pile up in your work inbox (again, lucky you!), Marketers from big and small brands acknowledged that they had to embrace change to stay competitive.

A/B testing 125

A/B testing Strategize Retail Clients 125

SaaStr

NOVEMBER 12, 2023

At least, those of us who haven’t done software sales before, and have a low-ish price point and run an all in-bound model. A bad sales rep will break a deal here trying to maximize his commission. Non-commissioned “sales” people will generally only close the deals that close in 1 call. People align around incentives.

Commission 94

Commission Sell Closing Up-sell 94

Search Engine Land

APRIL 30, 2024

If you’ve ever tried using avatars or buyer personas to write a Google Ads headline, you know it can be frustrating and fruitless. You try to define your target market, only to be told, “Our audience is anyone who wants our product – we don’t exclude anyone.” Persist a bit and you might refine it to “Ages 25-45 in metropolitan areas.”

CTR 109

CTR Real Estate Legal Clients 109

Martech

FEBRUARY 2, 2024

More than the financial commitment, you need to evaluate your marketing goals, along with the expertise to integrate these tools seamlessly with your existing systems and the ability to make sense of the data they provide. You envision automated processes, insightful data analytics and a significant boost in engagement and sales.

Objectives and Key Results 97

Objectives and Key Results Technology Technology Strategize 97

SaaStr

AUGUST 29, 2023

So there’s a situation I see happening with many (not most, but many) SaaS companies as they build out the first management team: They hire a VP of Sales that doesn’t think much of the VP of Marketing. Does this always fail, when sales and marketing don’t really talk, and aren’t a team?

GTM 83

GTM Sales Meeting Closing 83

Search Engine Land

SEPTEMBER 25, 2023

A core tenet of digital marketing is that the more conversions you get, the more expensive they are, so you’ll have to decide whether your first goal is improving efficiency or driving scale. Moving away from conventional KPIs and toward a more advanced understanding of your campaigns gives you real competitive advantages. Why it matters.

Campaign 122

Campaign CRM B2C B2B 122

Martech

JULY 12, 2022

Most marketing fails, and often before it even starts. Marketing is pivotal to the success of every business. If your marketing fails, the business will follow suit. Ensuring the success of your marketing must be the absolute highest priority of any business. When marketing fails. When marketing fails.

Campaign 119

Campaign Strategize Launch Prospecting 119

Martech

JUNE 7, 2023

Here are five steps to get you started on your way to building a market-ready ABM program. Target specific people and accounts Because it’s called account-based marketing , you need to have actual accounts identified. This is where sales and marketing have to come together. Invest in getting the list built.

Drivers/motivators 104

Drivers/motivators Closing Prospecting Process 104

SaaStr

FEBRUARY 17, 2023

So recently I caught up with a sales exec I’ve known for a while that is doing pretty well, especially for this macro environment. I talked to him and explained that it hardly matters in sales what your base is, what matters is attainment. Sales reps really, really don’t like to wait for their bonuses. He said an $85k base.

Quota 106

Quota Sales Closing 106

SaaStr

APRIL 2, 2023

Early on, I tried to apply the same mantra to leaders. And over time, I got better at parting ways quickly when we weren’t aligned. Of course, sometimes that is indeed true. In February 2023, I hit my 10-year anniversary (or “Gainaversary,” as we say) of running Gainsight. Maybe they just need more time.

X-functional 108

X-functional Clients Growth Start-ups 108

Martech

DECEMBER 21, 2023

This article outlines four steps essential to undertake at the start of your go-to-market effort before you even mention your product. They are the basis of a powerful GTM plan that builds unmatched market impact and unlimited revenue potential. There are two things to do before starting this process. Nail your value proposition.

Launch 111

Launch Product GTM Education 111

Heinz Marketing

APRIL 5, 2023

By Carly Bauer , Marketing Consultant at Heinz Marketing I was recently asked during a client meeting what the importance was for developing personas. And it’s true, personas and the people we market to are always changing based on their needs, goals, limitations, resources, and many other variables.

Consult 102

Consult Prospecting Contact Campaign 102

Salesforce

JANUARY 2, 2024

With AI infiltrating nearly every aspect of our lives in 2023, sales leaders saw huge industry transformations — automation, data analysis, and enhanced productivity for starters. Many AI adopters saw conversion rates and sales productivity improve by 10-30%. Here’s what sales leaders should keep an eye on.

Sales 69

Sales Cold Call Technique B2C 69

Martech

MARCH 12, 2024

For the last two decades, B2B marketers have tried to figure out how to use social media to reach buyers. Here’s a list of key things CEOs should know about social media in business marketing. It won’t just appear, it’s not clean and simple like other marketing channels. This year marks the 20th anniversary of Facebook.

B2B 88

B2B Strategize Networking Promote 88

Martech

SEPTEMBER 25, 2023

“It was a great quarter,” the senior executive said as he raised his glass to toast the winning district sales manager. Everyone was ecstatic about what looked like a banner year — except the marketing manager, who knew the company could have done even better. Was it the last email, event or offer that contributed to that sale?

A/B testing 121

A/B testing Tradeshows Finance Cross-sell 121

Salesforce

JANUARY 2, 2024

With AI infiltrating nearly every aspect of our lives in 2023, sales leaders saw huge industry transformations — automation, data analysis, and enhanced productivity for starters. Many AI adopters saw conversion rates and sales productivity improve by 10-30%. Here’s what sales leaders should keep an eye on.

Sales 64

Sales Cold Call Technique B2C 64

Martech

OCTOBER 18, 2023

Why are marketers still struggling with email personalization? Email marketers in this boat are severely curtailed in optimizing growth opportunities no matter their industry. Many users get their carts ready to go and hope things turn out on sale. Upsell campaigns. CPG segmentation. Loyalty campaigns. The first step.

Campaign 122

Campaign Territory Start-ups Clients 122

Salesforce

JANUARY 3, 2024

According to the State of Sales report, cross-functional alignment is sales leaders’ #1 tactic for driving growth. With sales budgets expected to increase , sales teams have an exciting opportunity to work together to try new things and drive revenue for their companies, but this requires a strategic mindset.

Retail 64

Retail Objection handling Sales Cross-sell 64

Search Engine Land

SEPTEMBER 1, 2023

But that’s not entirely true. In the marketing era of “do more with less,” SEOs have more pressure than ever before to generate impact from the work they do. Instead, what takes so long is the operations behind SEO and the process of aligning everyone. We often hear that SEO takes several months to a year to have an impact.

CTR 133

CTR X-functional Profit margin Contract 133

Martech

AUGUST 2, 2022

And it matters — a lot — to the marketing teams that must stimulate demand but not over-promise. Indeed, an important factor in taming unpredictability lies in aligning your sales and marketing efforts with your inventory. Large companies have the resources to achieve alignment. They take a bit of a punt.

E-commerce 94

E-commerce Retail Cross-sell Teamwork 94

Highspot

JANUARY 2, 2023

You already know a solid sales strategy can lay the groundwork for a successful, cohesive sales organization. But we’re here to show you how implementing a plan for sales enablement sets the stage for your sales strategy to align seamlessly with your sales goals. What Is Sales Enablement?

Sales 75

Sales Quota Cross-sell Pitch 75

Partners in Excellence

MAY 27, 2021

” To be honest, I think much of the justification we use in looking at Rev Ops misses the true opportunity. Much of the discussion is around improving alignment and collaboration across marketing, sales, customer experience. We have to be aligned and collaborate to achieve the overall organizational goals.

Strategic planning 125

Strategic planning Manufacturing Legal Finance 125

SaaStr

JANUARY 2, 2021

The #1 biggest mistake I see from $1m to $10m ARR is chasing new market segments, new categories, new areas where you have 0 or almost no traction. If 20% of your revenue is Smaller customers, 50% Medium, and 30% Large (a not uncommon scenario), align your energy and efforts proportionately. Align your marketing budgets.

Price 121

Price Start-ups Growth Follow-up 121

SaaStr

MAY 13, 2022

There are many ways to track your marketing performance, but if you want to understand how effective it is, one metric reigns supreme: revenue. The most successful marketing strategies achieve short-term and long-term growth by driving revenue year after year. What is revenue marketing? The right team. Are you building?

Engineering 89

Engineering Objectives and Key Results GTM Growth 89

Search Engine Land

DECEMBER 1, 2023

A content gap analysis is a valuable type of market research, helping you to discover opportunities you may have missed and improve your content marketing. Content gap analysis is the process of identifying and addressing missing or underperforming content on a website, compared to competitors or market standards.

Follow-up 124

Follow-up Meeting Service Process 124

Martech

DECEMBER 13, 2023

You can boost your content output for more marketing, grow your audience, and increase your credibility more quickly. They’ll be able to refine their output to even more closely align with your goals and become more effective at reaching your audience. Working with expert content creators and influencers is a smart decision.

Entertainment 83

Entertainment Campaign Trust B2B 83

Salesforce

FEBRUARY 16, 2024

About 69% of sales professionals say selling is more difficult now than in previous years, according to Salesforce’s State of Sales report. To keep your sales team motivated when things are tough, you need to reward them for their victories. That’s where sales commission comes into play. The pressure is on.

Commission 104

Commission Territory Quota Drivers/motivators 104

Search Engine Land

OCTOBER 12, 2023

Share of search: What it is and why it matters Share of search is an SEO metric developed by expert marketers Les Binet and James Hankins a few years ago. But that’s not quite true. Share of search = share of market, and data suggests that brands with a higher and increasing share of search will enjoy sales growth in the future.

Niche 120

Niche Growth Engineering Pitch 120

Heinz Marketing

OCTOBER 27, 2023

By Sarah Threet, Marketing Consultant at Heinz Marketing You might think you know everything about positioning, but you probably don’t know everything about how to DO positioning. Forming this team typically helps expose each team’s assumptions about your attributes, value, and target market.

Process 69

Process Objectives and Key Results Growth Product 69

Martech

DECEMBER 14, 2023

The B2B sales cycle is lengthy and complex. Sales isn’t easy. But after 15 years in relationship-based sales and management, I can tell there’s a solution to close deals 25% to 30% faster. But after 15 years in relationship-based sales and management, I can tell there’s a solution to close deals 25% to 30% faster.

B2B 88

B2B Pharmaceutical Healthcare Sales 88

Search Engine Land

MAY 31, 2023

Today’s economic headwinds make it more tempting to test new ad platforms, explore “shiny” new products and revise your original B2B marketing strategy. For risk-averse or conservative marketers, trying something new can be intimidating. Is your sales team happy with the work of the marketing team?

B2B 91

B2B Click Through Rate B2C Lead generation 91

Highspot

JANUARY 5, 2024

Right now, companies can’t afford a misaligned or underperforming sales team. This is our reality and, given the premium value private and public markets are placing on profitability and efficient growth, our “new normal” is likely to continue for some time.

Product 52

Product Strategic partnership Sales Customer Relationship Management 52

Hubspot

NOVEMBER 19, 2020

I've written about the importance of sales and marketing alignment before, but the point can't be understated: businesses undeniably have better success when they align sales and marketing teams. Which is why we've reached out to eight brands to learn how they mastered marketing and sales alignment.

Sales 92

Sales Campaign Pipeline Launch 92

Search Engine Land

NOVEMBER 2, 2023

The true essence of these frameworks lies in grasping these core concepts, enabling an adaptable application of these insights to various goal-setting scenarios rather than in the rote completion of a template. In our previous article, we delved deep into the meta-skill of learning advanced concepts that elevate one’s SEO game.

Objectives and Key Results 108

Objectives and Key Results Drivers/motivators X-functional Clients 108

Closing Bigger

SEPTEMBER 18, 2023

This sales podcast episode is focused on shifting our sales performance management from tactical to strategic. Although there are dozens of strategic shifts we can make, today we are focused on three key levers that can impact your personal and organizational sales performance. Strategy can also be influenced by tactics.

Strategize 116

Strategize Sales Pipeline Non-Profits 116