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Smarketing

Here are my lessons learned from working in tech marketing over the past decade. I recently gave this talk at a Menlo Ventures event in San Francisco.

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Smarketing

  1. 1. Steve Burton @BurtonSays
  2. 2. WARNING: ZERO MARKETING QUALIFICATIONS
  3. 3. Who am I?
  4. 4. Things That Drive me Insane • ”Can we check with corporate to get that approved” • “I created 5,000 leads last month” • “I need you to stay on brand” • “Sales people just don’t understand” • “The product sells itself”
  5. 5. Things That Made Me Laugh • “I don’t really believe in Social Media” – Head of PR • “Can we A/B test the shit out of that” – CRO • “I’ve seen this movie before, at my last company 10 years ago” – President • “Can’t we do some digital banner ads and retargeting” – CRO • ”Talking about the competition elevates them” - CMO
  6. 6. Bottom Line: Marketing Makes Me Feel
  7. 7. Marketing Leaders Don’t Last Long • AppDynamics – 8 Leaders in 9 years • Moogsoft – 4 in 6 years • Glassdoor – 6 in 10 years • OpTier – 5 in 7 years
  8. 8. Biggest Marketing Mistakes in First 90 Days • Not Aligning with sales, first meetings, relationships, objections, needs • Not Understanding the real problem/market/buyer • Product Features vs. Business Value • Not Aligning Expectations/Goals/Budget with CEO • Not Spending time with team • Branding, Branding, Branding
  9. 9. Don’t Be This Marketing Executive
  10. 10. SMarketing (Sales Marketing) “Marketing thru the eyes of a Sales Rep”
  11. 11. If you don’t sell, everything else is kind of irrelevant.
  12. 12. Winning the Respect of Sales • Quality over Quantity • Collaboration over Dictatorship • Feedback over Bitching • Transparency over Agenda
  13. 13. Quality • Opens • Views / Impressions • Clicks • Signups / Leads / Scans • Qualified Meetings (Need) • Qualified Opportunities (Pipeline) • Customers (Revenue) Sales Care About This
  14. 14. Can Find Budget Business or Technology Fit Right Buyer Problem or Pain
  15. 15. Collaboration • Email, Slack • Phone/Beers/Lunch/Coffee • Bi-Weekly Syncs • Get used to last-minute sales requests • Help them sell (demos, meetings, roi, events, …)
  16. 16. Example: Glassdoor • Our ASP was $7.5k • Our value was 20X more than LinkedIn (customers told us) • Increased prices 300-500% • Sales Execs bought into it, but roll out was a disaster • ASP increased to $16.5k within a year (ENT $12k to $45k)
  17. 17. Feedback • Identify ALL Sales Objections • Why Do You Win? Why Do You Lose? • Expect Feedback & Enablement sessions • Learn to Give/Receive Feedback (EQ vs. IQ)
  18. 18. Transparency • Don’t BS your numbers or metrics (you’ll lose) • Be Clear On What Help You Need • Communicate Your Projects (market what you do) • Communicate Your Success/Failure • Be Honest but Firm
  19. 19. Things That Make A Difference • Listening. It’s about Sales, Not Marketing • Your Message/Story is a collaboration • Learn how to sell (like actually sell) • Support New Sales Hires & Leaders • Be Curious, Don’t Assume, Benefit of Doubt
  20. 20. Example: AppDynamics • Many Sales Leadership Changes • New US & EMEA Sales Leaders • Recruiting, Selling, Demo’ing, Tooling, Enabling, Hustling • Proven/Experienced Sales Leaders Know What Works • Smart enough to Know What Doesn’t Work
  21. 21. Tips for Product/Market Fit • Market & Analysts • Buyer (who really cares) • Segment (SMB, Mid, Enterprise) • Competition (yep, no competition is a bad thing) • Uniqueness & Differentiation • Quantifiable Business Value • Customer Proof Points • Pricing
  22. 22. Marketing Compensation • Align Marketing Comp with Sales Comp • In General (Demand & PMM) • 50% tied to creating qualified opportunities (pipeline) • 50% tied to company revenue (sales) • Sales Enablement • 50% tied to Time-To-First-Deal (Velocity) • 50% tied to Time-To-Achieving-Quota (Revenue)
  23. 23. Harness First Nine Months • ~1,000 First Meetings & Demos • 23 Messaging Versions • 10 Referenceable Customers (30 Customers total) • 67 Blogs • 50% of New Logos from Marketing HARD WORK
  24. 24. Tools We Use • Wordpress (website & blog) • MindTickle (Enablement) • TweetDeck (Social) • Chorus.AI (Record & Analyze meetings) • Allbound (Partner Enablement) • Marketo (automation) • Salesforce (CRM) • Camtasia (video) • Wistia (video) • Adobe Creative Suite (graphics) • LeanData (lead routing) • Drift (chat) • Outreach (bdr) • Prospect (bdr) • LinkedIn (bdr)
  25. 25. SMarketing • Put Sales Before Marketing • Quality, Collaboration, Feedback, Transparency • Marketing through a Lens of a Sales Leader/Rep • Remember….
  26. 26. If you don’t sell, everything else is kind of irrelevant.
  27. 27. Questions? @BurtonSays

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