Listen: Jeremy, Rob And Marketing And Sales discussed on Confessions of a Marketer
"Dot co and ask for a demo all right back to the show okay onto rob and Jeremy. I had rob on on early in the series for a chat about data in marketing wanted to have him back and when he mentioned he could get one of his customers to join him. I jumped at the chance to talk about account based marketing data intent and marketing plus the Mar- tech stack it was a fun on chat which we have divided into two parts. Let's get to part one Jeremy. WELCOME TO CONFESSIONS OF MARKET AND ROB welcome back. It's good to have you both here. Thanks for having me good. Thanks mark all right. Let's dig right in account based. Marketing Marketing was a shift from pure inbound toward more outbound marketing to accounts that meet specific criteria that ideal customer profile now with intent marketers can refine that further to accounts announce that are showing interest in topics related to products and services that they provide is intent helping marketers refine their I._C._p.'s and find new potential customers or validate that they've chosen the right initial targets. What are the top use excuses why can jump in their intent is definitely helping me as a marketer define better clients or potential customers? We have our target a countless that we're going after but intent data is really helps identify other people outside of that space that have interest in what we offer and also helps us identify then other target markets to go after as well so oh. It's been very helpful yeah rob. You got any thoughts on that. Yeah I would say that the World Kinda Shifted A._B._M.. In let's say twenty sixteen twenty seventeen and it continues to become a mainstream topic right and so A._B._M.'s all about marketing and sales aligning around what is their total audience and who are the accounts really these first couple of years have been about who are the accounts we should target to to grow our revenues avenues to grow our pipelines in what intented on in the last twelve to eighteen months. It's Kinda gone through the cycle. Becoming maybe the most popular thing to do right now are the most <hes> there's a lot of awareness around intent and the reason says all they'll say thousand target accounts. They're not all ready to buy when you're ready to market to that right and so by knowing who you're talking accounts are but then identifying those that are in market actively researching in searching Ching for products you offer you can prioritize and be very timely in catching them at the time that they are not buying but before they buy when they're doing their research and that's the best time to engage them from a marketing customer journey sales perspective yeah I was having a discussion with someone yesterday about that magic line between when you market to someone and when you start selling and it somewhere in the funnel and but a lot of people WANNA start selling to people as soon as is they enter the funnel. What's your point of view on that guys? Where is the right point to start selling to somewhere yeah? I have a simple answer when they're ready. You know you need to have if you're relying on a certain number of accounts expect them. The go-to through a sale cycle that is probably let's say three months for a company just as an example and if you start selling to them immediately your conversion rates can be very low but if you have a pool of people who are interested knowing that you have to pull a certain amount out a quarter or half or whatever the timeframe is those people that are ready to buy out of that pool are the ones who are really going to go through a standard sale cycle so really really. It's very much of a customer first world right now. E Can't start selling to them until they're ready. I WANNA make an important point agree with Jeremy. It's about if you pick those thousand accounts as as the use case. Let's say you could identify a hundred of them. They're they're actively researching increasing their level of research over the last two to four weeks and you see that crescendo is happening in their interest around the products you offer that'd be the ideal time to communicate with them but if you look at like you're selling a customer experience platform in your Oracle there's fifteen or eighteen features of that platform people might be interested in and if you specifically know what topics that are the hot buttons for them. You can really not only engage them at the right time on a priority basis but you can also marion personalize your content with their most interested in what they're hot. Buttons are what they're pains. Are you can identify that within ten data the right people at the right time within personalization to convert the higher rate completely agree with Great Point Rob and Jeremy. You've been doing some wittling lately. I understand the beat me AMEX conference. You presented about taking promoters Martic Stack down to twenty one or twenty two tools to just seven first of all. How did you decide what should stay in what should go and why did intent in the contact data from deal signal may cut 'em what results have you seen since dude streamlined that yeah great question so we did have quite a few tools and as you know an industry-wide there's a proliferation of marketing tools? You could have a mar tech stack with hundreds of tools but what this does is as increased complexity there don't always complementary and their <hes>. It's expensive right heads up so in looking at that what I did was I came in and I said what if I could just maybe if I could start over if let's look at our strategy and once we identify our strategy implemented process around that strategy in that will give us then a clear set of guidance on what type tools as we need right and so when we followed that process we found quite a few tools that were not complementary to the strategy they may be for other strategies."