5 Key Takeaways: The Marketing Trends team sat down with some CEOs at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on this episode. Our top 5 takeaways from these conversations: - The best content is that which you are uniquely positioned to create. "We challenge our brands to dig deep to figure out what is the one thing you can do that no one else can? If you go swimming in the sea of sameness, bad things will happen." - With a general transition toward subscriptions, focusing on new business is not as relevant anymore as the post sale and customer journey expansion. - The goal of marketing is to facilitate value-creating transactions. - In order for an ABM strategy to succeed, it requires buy-in from the entire organization, not just parts of marketing and/or sales. - To handle escalations, be blatantly transparent and clear about how you're going to fix the problem.
Bios: Shafqat Islam (LinkedIn | Twitter) is the Cofounder & CEO of NewsCred, a content marketing platform. Jon Miller (LinkedIn | Twitter) is the Cofounder & CEO of Engagio, an Account Based Marketing platform. Eric Spett (LinkedIn | Twitter) is the CEO of Terminus, an Account Based Marketing platform. Bryan Wade (LinkedIn | Twitter) is the CEO of Sigstr, an email signature marketing platform. Notes: How to Create Engaging Content with Shafqat Islam- (1:50) - "Your website and your email audience are the only two things you own as a brand. Everything else you rent." - Shafqat Islam - "Email is a precious inbox. The bar is pretty high. If you're going to get an email address, the content has to be good." - Shafqat Islam - "If anything, we need less technology, not more. Better content, less technology, better quality, less volume. There's some simple tenants." - Shafqat Islam - "High performing teams create high performing content. How you're organized internally impacts the customer experience and how people see your brand externally. If you're messed up internally and siloed and dysfunctional, you're going to have a dysfunctional brand from a customer experience standpoint, as well." - Shafqat Islam - "We challenge our brands to dig deep to figure out what is the one thing you can do that no one else can do?" - Shafqat Islam - "If you go swimming in the sea of sameness, bad things will happen." - Shafqat Islam
Why Marketing Matters with Jon Miller - (11:10) - "All marketing is trying to facilitate value-creating transactions." - Jon Miller - "It's all subscription now. The focus on the new business and new leads is not nearly as relevant anymore as the post sale and customer journey expansion." - Jon Miller - "Companies like Mulesoft and API integrations are the future because they knit technology together." - Lauren Vaccarello - "What I love about marketing is the blending of art and science. If all we have is the data and the numbers, we lose the heart and the soul of it" - Lauren Vaccarello
What True Marketing-Sales Alignment Looks Like with Eric Spett - (20:35) - "Whatever part of the go-to-market strategy you're working on, make them successful and then shout the stories from the rooftops so other reps and individual contributors start to hear." - Eric Spett - "We're trying to create an environment where sales knows that marketing is just trying to help them do their jobs better, and it doesn't matter who did what part or who's taking credit." - Eric Spett - "High quality growth, more efficient growth, more enjoyable growth. That's what we want to deliver to our customers." - Eric Spett - "It's easy to stop one man or woman. It's hard to stop a hundred. It's probably easy to stop a sales team. It's probably pretty hard to stop a super aligned marketing and sales team that is putting all of its might into each and every account and pushing for the most personal, best sales process." - Eric Spett.
Handling Escalations and Working with CEOs with Bryan Wade - (27:30) - The average employee spends size and a half hours at their inbox a day, says Bryan Wade. - "It's a high volume channel and a captive audience. Marketers want to reach people where they are a - Bryan shares his best advice for dealing with escalations: "My number one thing is to be blatantly transparent. Just tell them up front what exactly happened. Cover up is always worse than the crime. Then tell them how you're going to fix it. Tell them your deadline and make sure it gets done on time." - "If you treat people right and do the right thing, two years from now, it always pays off." - Bryan Wade - For marketing leaders working with CEOs: "Clearly articulate the value of how the brand marketing that you're doing impacts the bottom line. Really finding a way to help your CEO understand those brand-like tactics can really make a different." - Bryan Wade
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