What happens when sales + marketing align?

1. What happens when sales
+ marketing align?
O P T I M I Z E A N D A M P L I F Y . C O M

2. We stop wasting resources
trying to attract buyers who
have no interest.
O P T I M I Z E A N D A M P L I F Y . C O M
And focus on attracting
ideal accounts to
engage with us.
THE TRADITIONAL SALES FUNNEL FLIPS

3. TRADITIONAL DEMAND GENERATION GETS
PREDICTABLE BECAUSE…
You must make yourself known
We personalize our
interactions across
channels where
buyers are active.
We identify and
target with intent
the accounts who
are the best fit.
We treat accounts as
‘markets of one’
with multiple buyers
and influencers.

4. System of Record
System of Insight
ENGAGEMENT IS ORCHESTRATED, AUTOMATED
AND ALWAYS ON
…and technology enables the strategy, but doesn’t drive it
System of Engagement
O P T I M I Z E A N D A M P L I F Y . C O M

5. • Pipeline
• Close rates
• Average deal size
• Funnel velocity
• Lifetime value
PROGRESS IS MEASURED
BY BUSINESS OUTCOMES
…where lift is the leading indicator of
revenue

6. HOW?
O P T I M I Z E A N D A M P L I F Y . C O M

7. • How reliable is your data?
−How often is it validated?
−Is it segmented and scored?
−Can you identify your total
addressable market? Target
market? White glove accounts?
• How many contacts do you have
within a single account?
−Business decisions are made by
more than one person, often 2-5.
Shocking but True
• Less than 40% of purchased lists are valid.
• Less than 10% of inbound leads are
actually interested in purchasing from you.
IT STARTS WITH
DATA QUALITY
The #1 Challenge
Generating high quality leads
O P T I M I Z E A N D A M P L I F Y . C O M

8. BUYER MOTIVATIONS ARE CLEAR
…but the path to purchase is not
the triggers
 What are the key
business issues
facing the account?
them to individuals
 Personas help us
understand why
they buy
their hangouts
 Very few buyers will reach
out, you must find them
where they are active
IDENTIFY MAP LOCATE

9. • Messaging that speaks to the specific target accounts, not the masses
• Personalized content that yields increased conversion rates
• Marketing that spends less to generate higher ROI
O P T I M I Z E A N D A M P L I F Y . C O M
ENGAGE ON THEIR TERMS
Omnichannel…Differentiated…Efficient
D I G I TAL E X P E R I E N C E S : D e s k t o p , M o b i l e , L o c a l i z e d
Integrated
Planning
Always-on
Campaigns
Content
Marketing
Organic
Search
SEO
Paid
Search
PPC
Social Media
Influencers
Marketing
Automation
Multi-Channel
Analytics

10. CALL
+1 855 334 5250
LET’S GET STARTED
Sound daunting? We can help
build the strategy and translate
it into an actionable plan. WE’VE DONE IT BEFORE
EMAIL
hello@optimizeandamplify.com