Marketing is funded by sales, so it's important to have sales & marketing working together. Jamie Glass of WeLocalize presents at InboundPHX, Sept 30, 2015 in Phoenix AZ.

1. CASE STUDY:
MARKETING + SALES
WORKING TOGETHER
JAMIE GLASS, VP MARKETING & SALES
OPERATIONS AT WELOCALIZE

2. THE REALITY
Marketing is Funded by Sales
Marketing is the Fuel for Driving Revenue
Marketing Opens the Conversations
Sales Closes the Deal
Results Matter and Align to Business
Outcomes
Everyone Owns the Customer Journey

3. THINK LIKE SALES
Identify Ideal
Client Profile
Go Where
They Go
Listen to
Their
Challenges
Personalize
Conversation
Solve
Problems
Ask to Buy

4. Ideal Client Influence Engage

5. CREATING
CONVERSATIONS
According to Cult
Brand Marketing,
there are 52 types
of marketing
strategies and
tactics you can use
to bring new
customers to your
business and grow
your brand.

6. CASE STUDY
SALES IDENTIFIES
TARGETS
Localization Buyer
Global Brand
$1M Budget
Complex
Requirements
TOGETHER WE
IDENTIFY
INFLUENCERS
Strong Community
Influenced by Global
Brands
Networkers
Experienced
WE LISTEN TO
BUYERS
Market Research
Events
Listen to Buyer
Presentations
Share and
Collaboration
Marketing Plan CRM + Research Socializing

7. CASE STUDY
MARKETING
PERSONALIZES
CONVERSATION
Segmentation
Needs
Capabilities
Value Propositions
WIIFM
WE PRESENT
SOLUTIONS
Customer-Centric
Innovative
Outcomes Driven
Urgency
SALES ASKS FOR
THE BUSINESS
Call to Action
Easy to Do
Business
Validates Customer
Journey
Content + Technology Presentation Proof

8. CASE STUDY: CLIENT
EVENT RESULTS
1. Invite Targeted Buyers = 1,413
• SFDC + Marketo
• Email Campaigns
• Web and Landing Pages
• PR
2. Peer-to-Peer Event on Industry Topics = 29
• Presentations by Influencers
• Event Management (Logistics, Giveaways)
3. Event Follow-Up
• Emails 2x + nurtures
• Call Campaigns for Meetings
4. Sales Presentations = 8
5. Proposals (RFPs, Quotes) = $3.5M
6. Close = $2.2M

9. SUCCESS
Marketing is Selling
Marketing ROI is Critical - Prove by Sales
Results, Tracking Activities and Producing
Scorecard
Manage Multiple Marketing Touchpoints
Start the Sales Process with Targeted
Conversations

10. SUMMARY
Understand the Sales Process - Match Your Marketing Plan
with your Sales Plan
Agree on Key Targets – Accountability and Commitment
Know Your Buyer and Build Influence – Participate in Buyer
Communities
Listen to Their Needs – Go on Sales Calls and to Events
Personalize Your Conversations – Emails, Advertising and
Customizable Content
Demonstrate Why – Case studies, Thought Leadership,
Webinars
Present and Propose Solutions – Presentations, Collateral
Show Why Now – Success stories, PR, Testimonials

11. CONTACT
Jamie Glass
VP Global Marketing + Sales
Operations
Welocalize
www.welocalize.com
Jamie.Glass@welocalize.com
Twitter: @jglass8, @welocalize,
@welocalizejamie