Marketing and sales. Inbound and outbound. These worlds are coming closer and closer together with all of the new Sales and Marketing Technologies in B2B Tech. The buyer's journey has changed and it is more important then ever for your Sales and Marketing teams to be better aligned to experience sustainable long term success. In this webinar, Joe Payne and Chris Rodriguez from LeadGenius share their insider tactics on how they have been able to define a data driven sales and marketing powerhouse team! What You Will Learn: -Building an audience profile to match the capabilities of your CRM and marketing automation software -Coordinating marketing and sales communications and reporting on different platforms -The importance of data quality and analysis to speed up your sales cycle -Best Practices on Reporting, Lead Generation, and A/B Testing

1. How to Align Marketing
and Sales for Better
Demand Generation
Presented by

2. About Chris and Joe
• Chris Rodriguez, Demand Generation
Manager, LeadGenius (Marketing)
• Tools: Marketing Automation,
Salesforce
• Joe Payne, Outbound Lead Generation
Manager, LeadGenius (Sales)
• Tools: Outbound Email Client,
Salesforce
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3. What We’ll Cover Today
• Double Edge Account Based Marketing
• Streams, Waves, and Drips
• The Funnel and the “Spiral”
• Market Segmentation
• Buyer Matrices
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4. Common Terminology
• Lead Generation - Identifying or attracting new
potential clients. It could be inbound or outbound.
• Demand Generation - Moving known potential clients
through your buyer funnel. Where sales and marketing
work together to move a prospect closer to a sale.
• Inbound - The potential client initiates the first touch.
• Outbound - The provider initiates the first touch.
• Account - Company records in your CRM
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5. Double-Edge Account Based
Marketing & Sales Strategy
• What is Account Based Marketing?
• A B2B strategy that takes into account multiple roles within an
organization
• Sales and Marketing must work together
• Data quality is the key
• What is the double edge part?
• Inbound
• Outbound
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6. Streams, Waves, and Drips
Drips
Example: Simple time based emails
Velocity is lost with the drip analogy. What
we want is momentum to speed up our sales
cycle.
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7. Top Funnel Content
Mid Funnel Content
Streams: Linear buyer journeys where content is served
Waves: The content that gets triggered into action
Similar to Aaron Ross’ Nets, Spears, and Seeds
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8. Sales Velocity
• Sell More and Sell Faster
• Quality data shortens the Sales Cycle
• Sales Velocity = Number of Leads x Win Rate (%) x
Average Deal Size / Average Sales Cycle
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9. Sales Velocity
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10. Interested? TOFU
{
• eBooks
• Tip sheets
• White papers that educate
• How-to video/webinar
• How-to blog posts
• Guest blog posts
• Overview reports
• Online articles
• Infographics
• FAQ pages
• Resource pages
• Social posts
}
Qualified? MOFU
{ }
• Email marketing/newsletters
• Buying guides
• Consultations
• Product demo videos/webinars
• Video of keynotes
• ROI calculators
• Case studies
• Data sheets
• Product comparisons
• In-depth blog post
• Testimonials
Ready? BOFU
{ }
• Free trials
• "Deep dive" product demos
• Follow up consultations
• Customized estimates
• Coupons/offers
• In-depth articles
• Input from advocates
• Testimonials
• Email marketing
The Funnel or Spiral
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11. Interested?
TOFU
{ }
Qualified? MOFU
{ }
Ready?
BOFU
{ }
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12. Marketing
Automation
CRM
Outbound
Database Synchronization
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13. Market Segmentation
SMB Mid Market Enterprise
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14. Drilling Down the Buyer
Matrix
DMDM DM
PC
I
Ch
I
Ch
I
Ch
CxOVP(x) VP(x)
D(x) D(x)D(x)
M(x) M(x)M(x)
Legend
PC: Primary Contact
DM: Decision Maker
I: Influencer
Ev: Evaluator
Ch: Champion
(x): Department
VP: Vice President
D: Director
M: Manager
Capturing
accounts based
off of the model
requires a
concerted effort of
influence for a
reduction in time
of the buyer’s
journey to
decision.
Ev Ev
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15. Drilling Down the Buyer
Matrix
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16. Drilling Down the Buyer
Matrix
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17. In Practice
VP Sales =
?
joe@LeadGenius.co
m
or
The beauty of an account based buyer matrix strategy is that the tactics
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18. In Conclusion
• Sync your tech, messaging, departments, and
strategy to increase sales velocity
• Don’t be lazy with your data
• REMEMBER! The people you engage with are also
engaged in group dynamics
• Empower your sales org
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19. Q & A
• 10 Free LeadGenius Leads
• leadgenius.com/demandgenwebinar
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