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Urgency and the Buying Process - Gartner

Urgency and the Buying Process - Gartner | The MarTech Digest | Scoop.it
• Buyer Acknowledged Urgency
• Buyer Unrecognized Urgency 
• Provider Forced Urgency (Legitimate) – This is more about customer retention than acquisition, but sometimes vendors force urgency on customers by changes they make in their business, such as ending the life of a product or making changes to a SaaS offer.  
• Provider Forced Urgency (Artificial) – This is the worst form of urgency.   It occurs when providers create urgency through artificial deadlines.   
CYDigital/marteq.io's insight:

Urgency and the Buying Process - Gartner

 

The first two are for which we all hunt.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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How to Build Better B2B Demand Generation

How to Build Better B2B Demand Generation | The MarTech Digest | Scoop.it
Here are a few actionable tips to help B2B marketing leaders improve their demand generation strategies for existing clients.

1) Refine your account-based marketing (ABM) strategy. There is no question ABM is redefining B2B marketing. While some B2B marketers are using ABM to better target new business, most are still getting their heads around this B2B marketing trend. Marketers looking for more revenue should ensure they enhance their target account lists with offers for relevant products and services to existing clients.

2) Be smarter with analytics. While many marketing leaders have data and the analytics at their disposal, most aren’t leveraging them effectively. Marketing leaders need to get a better handle on their customer data, targeting key accounts and using better analysis to identify opportunities for growth. For example, marketing leaders need to look for opportunities to cross-sell more products to existing clients or look for upsell opportunities. By mining purchase patterns and content consumption history, marketers can unearth new insights that they can leverage for more business.

3) Better align sales, marketing and technology. Alignment between sales and marketing in B2B organizations can be an elusive goal. One of the biggest challenges for sales and marketing usually centers on lead quality. But, this is where technology can help, if used properly. Thanks to improved demand generation through ABM and multichannel marketing, marketing and sales can better define leads from the beginning – and improve lead quality and sales conversation. Applied to existing clients properly, this can be a path to more revenue thorugh better collaboration between sales professionals and marketers.
CYDigital/marteq.io's insight:

And better alignment comes from consolidating marketing and sales ops into one group that reports into Sales.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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5 Psychology Tips From An FBI Hostage Negotiator That Will Make You Sell Better | Sales Hacker

5 Psychology Tips From An FBI Hostage Negotiator That Will Make You Sell Better | Sales Hacker | The MarTech Digest | Scoop.it
1. Mirroring: Mirroring involves the repetition of three to five keywords from your counterpart’s previous statement, in the form of a question. 

2. Emotional Labeling: Labeling is, in a sense, mirroring on steroids. Rather than merely repeating words, labeling involves proactively labeling your counterpart’s emotions – especially fears. It entails careful and proactive listening skills.

3. Getting to “No”: Getting the other side to say “no” makes them feel safe and secure. When you empower the other side to say “no,” they feel more comfortable that they aren’t being pushed into a commitment and more willing to entertain your ideas. 

4. Triggering “That’s right.”: Voss contends that the single biggest breakthrough moment of a negotiation is getting the other side to say “that’s right.” To achieve this breakthrough, negotiators must actively listen to the other side and effectively summarize how they feel and what they hope to achieve.

5. Asking Calibrated Questions: The best negotiators will transform negotiations into cooperative joint problem-solving sessions. Rather than focusing on negotiation, they’ll focus on discovery – on truly understanding a counterpart’s wants and desired outcomes. To do this, Voss recommends the use of calibrated questions. These are open-ended questions that generally start with “what” or “how.”
CYDigital/marteq.io's insight:

THIS IS BRILLIANT! Take advantage of this info and click through!

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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3 Ways You Can Use Sales Automation to Convert More Leads - Kissmetrics

3 Ways You Can Use Sales Automation to Convert More Leads - Kissmetrics | The MarTech Digest | Scoop.it
1. Stick to Email For as Many Interactions as Possible
2. Collect and Reuse Content That Works
3. Don’t Leave Meeting Scheduling to Chance
CYDigital/marteq.io's insight:

It's a thin line between sales and marketing automation. Frankly, it should just be marketing automation managed by Sales.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Technographics Moves Your Selling and Marketing Strategies Beyond Just the Who - MarTech Advisor

Technographics Moves Your Selling and Marketing Strategies Beyond Just the Who - MarTech Advisor | The MarTech Digest | Scoop.it
Technographics is about understanding a company's tech stack. And that goes beyond the outward-facing tech tools used to manage websites and marketing automation. That so-called digital exhaust is relatively easy to pick up, but it doesn't shed light on all the core technologies used to run the business – the systems of record that form the backbone for virtually all-important operations.
In addition to providing information on a company’s tech stack, technographics also help identify other important insights such as when a particular technology might have been purchased, how long it’s been in use, and where it is being used.
Your competitive sweet spot is where firmographics and demographics intersect with technographics , helping you identify your best-selling opportunities—whether you're offering a compatible or competitive solution. To your customers and prospects, this means you’re no longer pushing hit-or-miss messages at them. Rather, you're able to build proactive, results-oriented messages and solutions from the grassroots up in response to your understanding of their real needs.
CYDigital/marteq.io's insight:

Strictly for tech firms selling into the B2B environment.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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What B2B Sales Teams Need From Marketing to Win Deals - MarketingProfs

What B2B Sales Teams Need From Marketing to Win Deals - MarketingProfs | The MarTech Digest | Scoop.it
B2B sales leaders say they could win more deals if their marketing teams delivered better messaging and more qualified leads. See what else the research has to say.
CYDigital/marteq.io's insight:

If you jumped into Doc Brown's DeLorean and went back 35 years, you'd find that these charts would be the same. Seriously.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact marketingIO. #MarTech #DigitalMarketing

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When B2B buyers want to go digital--and when they don’t | McKinsey & Company

When B2B buyers want to go digital--and when they don’t | McKinsey & Company | The MarTech Digest | Scoop.it
New research indicates where to focus digital investments so that they will reap rewards in online and face-to-face channels.
CYDigital/marteq.io's insight:

It's a mystery that time-to-respond is still an issue.

 

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

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The New B2B Marketing Reality: More Touches Are Required To Close The Deal - Forbes

The New B2B Marketing Reality: More Touches Are Required To Close The Deal - Forbes | The MarTech Digest | Scoop.it
In 2015, BrightFunnel released a host of statistics that show marketing must work harder than ever and that its efforts span the entire buyer’s journey, from lead to sale.

It takes 52% more marketing touches to close a deal.
The total number of touches are evenly split between pre-sales (53%) and the sales cycle (47%).
The average path to sale for “high growth” tech companies is 512 days from lead to revenue.
CYDigital/marteq.io's insight:

And you'll want to CT for a few fixes.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Most marketers understands what sales need from them - Smart Insights

Most marketers understands what sales need from them - Smart Insights | The MarTech Digest | Scoop.it
Chart of the day: Most marketers are empowered to collaborate with sales Research has found that marketing and sales are aligning more than ever, sharing i. Marketing topic(s):Managing digital marketing. Advice by Robert Jones.
CYDigital/marteq.io's insight:

Would someone ask Sales the same question?

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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A Healthy Future Welcomes Consultative B2B Sellers - Forrester

A Healthy Future Welcomes Consultative B2B Sellers - Forrester | The MarTech Digest | Scoop.it
Almost 50% of the sales and marketing leaders who participated in a recent Forrester survey rate themselves as weak (or very weak) in presenting themselves as one team to senior leadership. Unsurprisingly, our B2B marketing team frequently advises clients about how complementary marketing and sales activities blur role definitions but clarify codependence. Nonetheless, we’re seeing progress because the majority of organizations report that sales and marketing are well aligned on segmentation and specific account targets. They also similarly define prospect and lead qualification criteria as well as targets for revenue goals.

CYDigital/marteq.io's insight:

Choice?: None. For high price, low volume products, it's the only path. At the other end of the spectrum: automate.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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The Epidemic in B2B Sales Prospecting - Marketing Insider Group

The Epidemic in B2B Sales Prospecting - Marketing Insider Group | The MarTech Digest | Scoop.it
The core cause of the B2B sales prospecting epidemic is an inability to create opportunities when buyers aren’t looking to buy. The reality is 90+% of potential buyers in your market aren’t actively looking.

A second reality exacerbates this situation. Professional purchasing agents have given way to teams of buyers. The 6 to 8 people on these teams typically represent multiple functional groups. Often they have never conducted a similar procurement process before.

A third reality complicates this situation. The digital trend to ubiquitous online information has produced self-educating buyers.

B2B is high stakes team buying. It’s a very different buying dynamic. If your marketing team isn’t clear and honest about these differences, and have a compelling strategy to address them, you’re probably in even deeper trouble than you think.

This is not a sales rep problem, per se. It is a business and sales leadership problem. B2B sellers must create value for customers through the way you sell. This starts with the way you create opportunities with prospective buyers who aren’t actively looking to buy what you are selling.
CYDigital/marteq.io's insight:

Superb analysis, and spot on. It's all about team buying, which is a completely different dynamic.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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How Sales For Life Grew Their Pipeline by 400% | Sales Hacker

How Sales For Life Grew Their Pipeline by 400% | Sales Hacker | The MarTech Digest | Scoop.it
Technique 1: “Operation Land Grab”

There are companies in your industry (consulting services, technology products, industry analysts) that have the land (leads not in your pipeline) that your sales team wants to attract; all you need to do is capture the land. Using a high volume of insights, you will develop a scheduled system to guest blog on websites that will drive their leads into your sales pipeline.

Technique 2: Event Lead Exchanges. 3 Best Practices For Event Exchanges

Build promotional packages for panelist and promotional partners.
Clearly outline social post schedules, email templates and so on.
Outline your Ideal Customer Profile (ICP) that you want to attract for the event. 
Technique 3: Re-Purpose & Recycle Your Top Content

HubSpot has some incredible analytics from its own blog: “92% of their leads come from blog posts over 30 days old. 30 blog posts (0.5% of their blog database) represents 46% of all their leads!”
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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A Face-to-Face Request Is 34 Times More Successful than an Email - HBR

A Face-to-Face Request Is 34 Times More Successful than an Email - HBR | The MarTech Digest | Scoop.it
Despite the reach of email, asking in person is the significantly more effective approach; you need to ask six people in person to equal the power of a 200-recipient email blast. Still, most people tend to think the email ask will be more effective.

In research Mahdi Roghanizad of Western University and I conducted, recently published in the Journal of Experimental Social Psychology, we have found that people tend to overestimate the power of their persuasiveness via text-based communication, and underestimate the power of their persuasiveness via face-to-face communication.

We found that people were much more likely to agree to complete a survey when they were asked in-person as opposed to over email. These findings are consistent with previous research showing that people are more likely to comply with requests in person than over email.
CYDigital/marteq.io's insight:

Events, events, events...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Four Counterintuitive Sales Strategies To Increase Leads And Drive Revenue - Forbes

Four Counterintuitive Sales Strategies To Increase Leads And Drive Revenue - Forbes | The MarTech Digest | Scoop.it
  • Avoid hiring sales stars. 
  • Don’t slash prices. 
  • Ditch the extra incentives. 
  • Provide top-notch customer support. 
CYDigital/marteq.io's insight:

It's all about the Comp Plan and Sales Training. Nothing else matters.

 

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
 Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Study: B2B Orgs Gain Performance Advantage Post-Sales Enablement Investment - Demand Gen Report

Study: B2B Orgs Gain Performance Advantage Post-Sales Enablement Investment - Demand Gen Report | The MarTech Digest | Scoop.it
More than 75% of companies using sales enablement tools have seen an increase in sales over the past year. Of those companies seeing growth, roughly 40% reported an increase greater than 25%.

The study, titled: 2017 State Of Sales Enablement Report, surveyed more than 550 marketing and sales professionals to learn more about how businesses are using sales enablement to drive sales performance. Performance growth can also be attributed to the growing investment in the practice. The study shows sales enablement budgets increased at 47% of companies in 2016, and more than 30% cited gains greater than 11% year over year. In addition, companies with a sales enablement strategy are more than twice as likely to experience a less complex sales process. However, a majority (65%) stated they are experiencing a more complex sales process.
CYDigital/marteq.io's insight:

Report can be found here: https://www.highspot.com/resource/state-of-sales-enablement-2017/

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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How do you sell SaaS software to enterprise businesses? - Leadfeeder

Make ROI the focus of all discussions

1) Calculators. 

2) Case studies. 

3) PDFs of best practices. 


Consider the investments you’ll need to make (and sometimes go the extra mile)

4) Additional training. 

5) Customer success (post-sales) pipeline. 

6) Gifts. 


Realize that each enterprise is actually many clients

7) Figure out who makes the decision. 

8) Understand the purchasing evaluation process. 

9) Establish a personal relationship with champions and buyers. 

CYDigital/marteq.io's insight:

Build the business case with the ROI.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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B2B Marketers: Stop Solely Targeting the C-Suite - AdAge

B2B Marketers: Stop Solely Targeting the C-Suite - AdAge | The MarTech Digest | Scoop.it

"The buying committee has continued to both broaden and deepen across organizations globally as the market has matured. It simply makes sense when you apply a dose of reality and have an honest look at the modern-day corporate landscape. Departmental interdependencies have become a necessity to the process. Subject matter experts across multiple departments, disciplines and levels comingle to influence the vetting, recommendation and final decision being made within accounts. Ignoring this reality is synonymous with adding one more nail in your career coffin.


The foundation of my position is the 2017 State of Human Resources: Content Consumption and Demand Report, which analyzes more than 8.5 million leads generated via content syndication over 2016. In researching the b-to-b content consumption patterns within the human resources segment, the report examines self-identified HR professionals and HR content in comparison to the most in-demand audiences from HR companies -- identifying trends, strategies and actionable opportunities for human resource organizations' demand-generation campaigns this year.


The heavy hitter insight for me was that mid-level HR professionals drove the majority of HR content consumption this year, including directors, managers and individual contributors. Meanwhile, senior-level leadership roles were less active over their mid-level counterparts. In an annual comparison, director-level content consumption increased 27% YOY. Most alarmingly, the C-suite accounted for a measly 5% of the content being consumed."

CYDigital/marteq.io's insight:

You're not solely focused on the C-Suite anymore, are you?

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Marketing Automation for Sales Development - Marketo

Marketing Automation for Sales Development - Marketo | The MarTech Digest | Scoop.it
Three key areas in which sales uses marketing automation for success:

1. Lead Scoring and Collaboration

2. Establish SLAs and a Complete Follow-Up Cadence

Having a repeatable follow-up cadence in place is also important to ensure persistent and consistent lead follow-up. These prospects should also be engaged with valuable content, calls, and emails for at least 15 days after they become an MQL to continue to build the relationship. And with lead nurturing streams created by marketing in your marketing automation solution, you can keep your solution top of mind for your prospects. 

3. Account-Based Marketing for Outbound Prospecting

Using account-based marketing (ABM) allows your sales team to identify and target accounts with the greatest revenue potential, engage them so they move more quickly through the sales funnel, and easily measure the success in terms of revenue won.
CYDigital/marteq.io's insight:

MarTech is the New Black. Get fashionable. Contact us to see how. #MarTech #DigitalMarketing

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One Strategy - 2.5X the Results - Sales Hacker

One Strategy - 2.5X the Results - Sales Hacker | The MarTech Digest | Scoop.it
The 2016 Sales Development Benchmark Report conducted by TOPO, arguably the world’s leading experts on top of the funnel, states 80% of SDRs are engaging their buyers with 3 or more unique touches.

“SDRs that leverage a triple touch have 28% higher MQL-to-SQL rates than SDRs that use just phone and email.”

We all know the basics, phone and email, but what other touches can be leveraged? The same study found that 19% of inbound SDR teams are leveraging chat touches. In addition, they are seeing an increase in the use of text messages and direct mail by SDRs.
CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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In Enterprise Tech, Sell Broadly (Within An Account) Is The Only Answer - Gartner

In Enterprise Tech, Sell Broadly (Within An Account) Is The Only Answer - Gartner | The MarTech Digest | Scoop.it
  1. Find an entry point that you can build trust with and use as an ally to understand the composition, leadership, and dynamics of the team.
  2. While you need to message to different roles, make sure they unify around an enterprise objective–don’t let efforts to appeal to personas create conflict and confusion within the team.
  3. Create content for sharing within the team.    Be conscious that not everyone will be part of your conversations, so make sure that you provide “leave behinds” that would be clear to others on the buying team who did not hear the discussion.
  4. Acknowledge the challenges to the team members you work with.   Ask them what you can do to help build consensus.
And a big thing not to do:  Don’t lock out IT.
CYDigital/marteq.io's insight:

Only answer indeed. ABS anyone?

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Run B2B Sales on Data, Not Hunches - HBR

Anecdotes gain that stature because managers often lack timely, reliable information. Smart companies turn this traditional approach on its head. Instead of relying on scattershot annual surveys and hearsay, they systematically focus on key decision makers in the client organization. They view the process of collecting direct and more frequent feedback from these stakeholders as the first step in supporting sales representatives, account managers, operations teams and service agents in solving customers’ problems and earning more of their business.

How is this different from relying on anecdote and myth? The answer lies in scale and approach. Methodically capturing, cataloging, and analyzing individual conversations on a large scale allows companies to turn anecdote into statistically robust, reliable data.

  • Gather useful feedback
  • Use feedback to engage in direct dialogues
  • Identify patterns that reveal opportunities for company-wide changes
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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Who Is Responsible for Marketing Technology Purchase Decisions? - Profs

Who Is Responsible for Marketing Technology Purchase Decisions? - Profs | The MarTech Digest | Scoop.it
Sales - The role of the person who is ultimately responsible for deciding which marketing technologies to purchase varies widely from company to company, according to recent research from DataXu.
CYDigital/marteq.io's insight:

No surprises.

 

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How to Consistently Accelerate Buying Decisions - Jill Konrath

How to Consistently Accelerate Buying Decisions - Jill Konrath | The MarTech Digest | Scoop.it
The key is to prevent the slowdown from occurring in the first place. Here's how to make that happen.

1. Start by identifying the real issues why prospects aren't getting back to you. These are the root causes that need to be dealt with.

2. Put yourself in your buyer's shoes. You're a person who's open to change because you think it could be beneficial to your company. You've invested time meeting with the salesperson. But now you've run into roadblocks (issues).

3. Then, for each issue you've identified, ask yourself, "What could minimize this issue, making it easier for us to move ahead?" Write down as many ideas as you can think of. Engage your colleagues too.

4. Finally, move back into your sales mind again. This time, identify any current resources you have that could help you with these issues. And, think about ones you (or your company) could create to eliminate these issues.
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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3 B2B Sales Principles That Your Strategy Must Incorporate Today | MarTech

3 B2B Sales Principles That Your Strategy Must Incorporate Today | MarTech | The MarTech Digest | Scoop.it
How Can a Sales Team Adapt to the Times?
If you’re currently managing a sales team that’s a little behind the times, there are three principles you can take to heart that will get you and your team up to speed:

  • Embrace technology
  • Specialize roles
  • Create a culture of teamwork
CYDigital/marteq.io's insight:

Especially #1. CT for details.

 

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What CRM Modernization Means to You | CapGem

What CRM Modernization Means to You | CapGem | The MarTech Digest | Scoop.it
One example is the fast growing customer lifecycle management (CLM) and configure, quote and price (CPQ) apps available on the very same code base with seamless integration to SFA. 

Marketing traditionally yearns for a CRM system tied to SFA for the benefits on integrated campaign and email management. This alone reaps ROI for the investment made but only scratches the surface on what a modernized approach can bring. Customer Experience is becoming a bigger driver for adoption of marketing automation and the marketing organization needs to collaborate with CX leadership on governance, segments and key touch points.

The advent of social listening and service becoming more prevalent these conversations can be mined on an ongoing basis to provide a regular source of customer data to pre-empt potential issues and proactive nurturing to prevent client attrition.
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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