B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

13: 5 Ways to Elevate Your B2B Marketing w/ Tish Millsap

ABOUT THIS EPISODE

Are you happy with your B2B marketing?

Are your emails and digital ads getting ignored as quickly as you can get them out?

Tish Millsap is CEO and S. Strategist at Revenate Marketing, and she’s spent a lot of time thinking about the world of B2B Marketing. Tish helps companies who are looking to elevate their B2B marketing by cutting through the clutter and getting the right messages in front of the right people.  She’s focused on companies in the hyper growth stages of marketing, and she loves building ways to bring processes and revenue together.

Tish is constantly being asked the question, “If I spend a dollar on marketing, where and how exactly does that translate into revenue?” She’s spent the last several years developing an answer to that question.

We sat down with Tish in this episode of B2B Revenue Acceleration to talk about the five practical tips she’s developed for bringing a company’s B2B marketing to the next level.

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show, I welcome to be to be a Revengieaccederation. My name is Oniam wit T and I'm here today with Tich Millisafrom revenats. How are you doing today? Tish I'm doing great ray. I'm excitedto be here with you today and talk about marketing, that's lovely. Beforewe get started. It would be very, very useful if you could introduce yourselfas well as your company and your role, Iguess Ressin revenate to our listeners.So can you show a yew wals about or that PAS far sure sure I'm verypassionate about be to be marketing and part of the reason I got very focusedon de to be marketing? Is that know marketing can seem kind of fluffy andbe to be especially demand generation was really about helping drive thebusiness, and I learned a lot about marketing at really big companies, andthen I worked with some smaller companies as well, and so I started mycompany about five years ago and I wanted to focus specifically on kind ofcreating that connection between what is marketing doing and how do we driverevenue for the company, and I really focus specifically on companies Aare inthese hypergrosh stages. They're usually ready to invest a lot of moneyinto marketing, but they need to build out theinfrastructure, and so we focus on the people, the processes and thetechnology to help companies grow fast and create that connection between youknow: Okay spent a dollar and marketing here. How does that drive revenue? Howdoes that make the CASHER SRING? And it's not always easy to create thoseconnections, but it really does require that Ou. You build out the processeswithin the organization and you build up the technology and that's what I'mreally passionate about. Okay- and I guess the name of the company revenate-is a mix of revenue and generate...

...israyawthatlovaelike it wtthanks forthat Tiho I mean you have recently shared with us Narticle, where you pinpointed five consideration that any I gross marketing team should put inpractice to optimize the marketing effoult, but also to Al Tem, achievethe growth objective. Would you mind taking your Shou those fifeconsideration and show some sops about THEMIS, Yeah Yeah? So I've been doingthis for a while and ther. There seems to be some themes that have occurredover and over again with with the clients that we've worked with and sowrote this article, because I was really thinking about okay. What arethe the sort of key things that we need to make sure that we do with everyclient and the first one is going ABM, so account base. Marketing is reallyhot everybody's talking about it. But the fact is the days of high volumedemand generation are over. You know. For years, the click rates onadvertising campaigns are going down, the email, open and click rates aregoing down, and I was starting to feel a little bit like. I was a spammer. Youknow, because it was all about like shoving things into the top of thefunnel and just trying to figure out how to make a convert and we're kind ofin a new day of marketing, which is, is, let's get really targeted. Let's getreally focused on who is most likely to convert and stop blasting the universe.The problem is that ABM is highly manual and you really have to commit toit and be very, very detailed on not only just the accounts that you'regoing after, but who are the accounts that you're going after who? What arethe contact of the personas that you're going after in those in those accountsand what are their specific painpoints, but at the end of the day, it's reallyworth it. I'm running some pilot campaigns now and, and e kind of I meanwe're, seeing like a forty percent conversion rate to demo request, andyou know compared to some of the batch...

...and blast stuff that this particularclient was doing before that had like a three or four or five percentconversion rate is just really worth it to do the workup front and be much moreta Mor much more strategic about who we go after so that's one is you know,just I teach an ABM on a one class and I've been coaching clients now for awhile on how to do ABM, so just really rolling impreslation getting involvedwith that is toff is so o. What we find it quite complex actually is the factthat there will also be that there is a requirement of communication betweensers and marketing. A that process. Good, so marketing willhave thead cells will push toside this, but ser wel also get the Fi back andthats continualr type of fine tuning agains. That is also important, but youare right. Abnis is a fantastic concept, definitely something that works, but ifyou want to ashieve the forty person conversion that yo discuss, youdefinitely have to to roll your sleves a we appreciate that yeah and and thesales people have to be completely on board you're exactly right. I mean Isaid this week when I was going over a target accountlist with some raps. Isaid I want you to look at this list and I want you to be to think of it.This way, if you got ta lead a hot lead from one of these companies. I want youto feel absolutely delighted and excited and if you would not be excitedto get a lead from that particular company, let's not have them on thetarget account list for sure. That's a that's a good way togo about it. I mean we've done all the upfront work on deciding what the firstlist looke like we, you know, did a ton of analysis figured out what the targetmarket look like eliminated. A lot of industries did all the stuff, but atthe end of the day I want to be completely aligned with the sales wrap,and so they have to be excited about their list too. So so the second thingthat we I was think about a lot is building for scale, is like reallymaking sure that your infrastructure is...

...set up for this high growth space, andthis is really specifically about the technology. But I want to also cavy otthat by saying you can't over engineer it either I mean youyou're going to begrowing fast. You don't know what Your Business is going to look like in sixto twelve months. That's because you're in this hypercroth bathe. So you needto build out the fundamentals of your of your marketing technology stack, butdo not get distracted by a bunch of bells and whistles and little t littlepieces. You need the basics. You need to make sure that your marketingaunimation platform is working, that your crm is working, that your websiteis best in class and then there's thousands literally thousands of othertools out there. But a lot of the Times that rthey're just distractions andthey're not going to really drive your business, so you want to really exploityour toll, set that you have. So I can't tell you how many times a clienthas come to me and said: Oh, I think we should get xy and Z I'm like well, youknow the tool you have already does that, so why don't we for thefunctionality? That's within the tool you already have before buying anothertool and that really, if you, if you reduce your toolstack, I mean even thesmallest companies. I work with Ray. They have ten to twelve pieces oftechnology in marketing already, and I was looking at Sisco's marketingtechnology stack. They did a inpographic on their their marketingtechnology SEC. They had like forty five or fifty pieces of technology thatthey use. It can get complex really fast, so trying to keep it simple,don't buy shiny object, hings and try to implement them. Try to use the toolsthat you have and make sure that you're getting the basics in place, I'm reallylucky. I work with some great technologists who really get it, and Iunderstand that we need to be able to track the Roi. We need to be able totrack the funnel. We need to understand the source of where the pipelane iscoming from and how to implement those...

...things in the easiest and simplest wayspossible. It's still difficult. I mean you still have to do a lot of work, butwe try to keep it as simple as possible. Yep that' makes perfect sense. So thethird thing that I'm really passionate about is outsourcing since sinsibly,and this is if you're going into hypergrowth stage. You definitely needto think about what your team is going to look like right now and what it'sgoing to look like six to twelve months from now. But the fact is marketing isa very complex function. I mean there are people who have built their entirecareer around just doing seo or just doing paper click or just being a webdesigner. Every single you know, subfunction, underneath marketing, isvery complex and requires a lot of skills that you simply can't bring allthose people on board. You can't hire. You know an expert in every single oneof these areas, but at the same time, if you're going into a hypergrowthstage, you really need expertise. You really need people who know whatthey're doing you can't be guessing because you're guessing about whereyour business is going to go you're, taking a lot of bets on what the futureis going to look like in general. You don't want to take a guess on. You know.Am I building my website right for Seol, so I really recommend you know looking for people who areexperts in their field and bringing on individuals to supplement your team whoshould be? You know a great team of high powered, talented marketers, butyou know who may not have specific expertise, an areas and you have tomake decisions about. What's going to be in house and what's going to be acontractor, it's about mixing of thiskils ric like it's like goting anyteam when you've got complexitieis good to have people that can match updifferent kin, set different type of individual, potentially people comingwith best practices as well. I do I do...

...agree with what you say: The bringingsome ix people that just focus on one thing and have lots of experiencearound that things and putting that wol together can just can just get asuccess. VURICITY and I've. No doubt that you know my client have greatsmart people on their team and they can learn how to do a lot of things, butsometimes it makes more sense to be able to move a little bit faster andwith a lot more certainty. If you bring on an expert-and sometimes it makes sense to let somebody on your teams learn, you know,rolether seasand learn how to run paper. Click campaigns or build out a websiteyou have to make choices is what I'm saying: There's a there's: A lot oftrade offs in that area, O Yep. So the fourth thing I wanted to talk about isbuilding your database, and this is so fundamental to being able to doanything in terms of marketing. You have to have the names in your databaseand you have to have nurture. Then they have to know who you are so, forexample, if if six months from now, you want to do a road show series of eventsin six cities across various countries or in various cities in the US. If youdon't have a database to support that, you just can't do it, you tathey're not going to show up nobody'sgoing to come to your event. If you haven't acquired the contact six totwelve months in advance and nurtured them and let them know who you are andwhy they should come. So it's really critical that you build your database and you have to do it very thoughtfullykind of, let's think back to the ABM thing. Who am I bringing into mydatabase Yeeu to make sure they'r absolutely sure that theyere, the rightcontacts and there's basically three ways to acquire contact and if you'rein a GDPR come country? It's even tougher for you, but you can go toevents, and if you go to events you generally get the list and and thecontact information you can load those people up. Those are great contexts toget because you know that they are...

...alive. I hat to say that, but sometimeswhen you acquire contact, you don't know whether they're real people or not,but they came to the event they're basically interested in something inyour space and the second way is through paid media channels. So that'sgoing to be your paper. Click campaigns, your content, indication all that sortof stuff which can get very expensive. Although I would say, events are moreexpensive and the third way is using a vendor like discover or or dnb toacquire email addresses and bring them into your database, and I just Wun bevery careful with that. It's a great way to do it. It's cost effective. Butthe answer to your database problem is not to just load tens of thousands ofemail addresses from one of these big database into your system and startblasting emails to them. You need to be very, very careful about what accountsyou go after and specifically, what address is we over and for my team? Wedo. We do a hand scrub on a lot of these lists, so we'll actually hand gothrough the list line by line and say yes, no, yes, no, yes, no on who webring in and make sure they really align to the clients. Personas yeah,one of the thing that we we try to influence when we when we walk with eclans, as you would imagine for what we do, we do touch ton of contact omonsdebase on the quatony basis, so we are probably a cleansing tool in a way, butI think clinsing is one thing. You know making sure that Tishis tish makingsure that Tomai is, I mad address, making sure that function, drop, titland everything is still wut. A consumrn is one thing, but what I also think isvery important is diegmentation an you mentioned. The point of you've got atrade show, you want to do a compan and what we try to do with our clenses toinfluence them to have other bit more more foundations around Hessegmentation. So we are asking them...

...questions and says: Okay, what sort ofcompants would you want to read? Would you want to talget that job function inthat veticlor, that's industry in that country or in that state ND' be crateif we could get those fintels and we could come up to a list of freshconducts that are absolutely on Darget, so we could do macro campaign and thereason why we push that is for another thing that you mentioned with g GDP. Sofor us is extremely important to be relevant to the personer. So so theCONPACTI tink is ky, but that segmentation being able to being ableto almost foresee the type of complains you will want to run and eat thatsegmentation properly. So you know that in the future you will be able to filtof very quickly and get access to fresh that and not a issue. Ith Hat data isalso key, but finally Eog we actually struggle sometimes to to get into the level we would like itto be, with poins and six months on the rain Disku to a Campagnan we're likewell, we actually don't have that data. We can filter to that leater. So welhave to do some extra data work. If you win to get to that level of quatity,which is frustrating, but there you go, it's so funny, I'm working on a projectright now and it kind of goes back to my second point, which is build forscale and part of that is some really tedious work around job titlenormalization and persona matching. So what we're doing right now is we'relooking at the vast world of job titles that they could go after and we'recreating these buckets of groups saying: okay, these titles are all kind ofsimilar and these titles are all kind of similar and they all map to one ofour key for personas. But what we're doing is we're implementing in a waythat it will be in the database so we'll be able to. If you said, oh I'dreally like to run a campaign to...

...persona a this company is going to beable to go in and pull all the contact that they have that are related topersona a so that you can have an outbound calling campaign. That is allvery similar talking to the similar kinds ofpeople who have similar kinds of painpoints. But if you don't do allthat to your point back in data work, you're not going to have thataccessible to you when you need it and so being able to think ahead aboutwhat's important in terms of the infrastructure and what isn't important?It's not something that everyone thinks of in terms of doing this process ofjob title normalization that you can have that. It's also going to give themthe ability to look at all of their programs, their email programs andtheir advertising programs by persona, so who's, responding, who's, who's,interested WHO's, engaging! Is it persona a or is it persona B is personeto be. You know engaging with these kinds of campaigns and these kinds ofmessages and not these kinds of messages. So we have the ability,because Weve Don the smultiple times to know that that six months from now,you're going to want to be able to do things by persona. But not everybodyknows that from a n and it stops them when they, when they come to wanting todo a campaign like what you're talking about because they had they're like ohwait. We have to stop and pil the stuff all out. Yea corainthings that I mean visier deadset is saving a ten of time in the future, soyeah ginsight, so that you have it. So I dowant to say one more thing about building your database is that in thelast couple years, something that has has become really prominent is usingintent, data, buyer intent data and there's a few vendors out there doingit Bombora the big willow tech target kickfire. I don't have that muchexperience with them, but what these guys are out there doing is they areable to track people's activity on the Internet and understand from an accountlevel perspective who is in a more...

...active buying cycle. So they have allthese key words and they understand who is searching on which keywords andwhois showing in an abnormal amount of searching. I hope I explain that welldid ies that clear what that is intent data. I think it make sense yeah yeah.So this is super exciting because, instead of pulling a cold list intoyour database, you're able to actually go and see who's in an active buyingcycle. So I might take my target account list and send it to a an intentdata provider like Bombora and say who of these accounts are actively showingengagement and then I would acquire contacts for just those accounts andstart marketing to them, and we have been seeing some really excitingconversion rates from this because, instead of you know pulling in somebodyto your database, who you have no idea is in a buying cycle or not, they maynot have an initiative or project going on for your particular product versussomebody who does, and it's just it's been really excited well, like pull abunch of contaxts into the database on a Monday night, and then we're blastingout an invite to Webinar or part of our nurture program the next day, and weare seeing people from this list, engage with that content and sign upfor the Webonar and downloand content immediately. It's so dramaticallydifferent than you know just coldlist, so I would really recommend people asyou build. Your database start accessing these intent. Data providersWen ave. Look at that then wt. That leads us with the fifth consideration.So this is really about messaging and testing your position in themarketplace and making sure that you're very, very clear about who you are andwhat you do and lot of these companies, especially if you'reg moving into a newmarket place. It's very busy. It's very...

...crowded, there's a lot of messages outthere every day and you have to be very clear about what your value propositionis and what your key messages are, and you have to make sure everybody in yourorganization is speaking the same language and that they're, using thesame exact, same key messages when they talk to the market, it's just tooconfusing and if you're trying to break through into a new space, you're nevergoing to be heard. If you don't, if you're, not all working in concert, Italked to my clients about think about it. This way, if I had a dozen applesand each one of those represent a message, and I threw all Doezn't at youat once- you probably wouldn't catch any of them. You just Wuoryou Know Mygod look at all an if I throw one apple to you at a time, you're probably goingto catch it, and you need to think about your Messageis the same way aslike. Okay. This is the message that we're pusin pushing in the marketplaceright now, and you need to make sure that everybody is saying the same thingand it's one of those process things. So that's one of the things in mybusiness. I talked about people, processes and technology. You need tohave a process across your organization to communicate. This is what we'resaying to the marketplace: Let's all be in lockstep yeah. I think I think thatmakes that makes a lot of sense. Actually, we did record a podcast justabout that topic. A few weeks ago about making Sureit Eerybod in theorganization is pushing Tus a message. Everybody in the organization isactually going after the same kind of representation of the company and you NW saying the same thing makes sure that you make sure the message is uniform,but also it's a way to inform your colleagues and inform everyone wis inthe business that this is what the company is doing from the accompaableto the Sellperson to the marketing person. If everybody on doesmes amessage, it makes things much easier for outsiders or anyone. Any soft partyOl ye supplier could be a client, can be a vendor that you walk with, but really get thanTawrong your very propotionnol. How you...

...go about it as we ar an outsourcingcompany a doporatics. I would like to come back to the s point o selfconsideration, which is owrongot sourcing. I'd like to pick your brainup about from your dospective and your experience, asout sourcing, wat or thepros and the coms of fout soucing appreciate what you'resaying about you know some of the prows with the having experts, people that doit they in they aut, potentially our best of breat type of relationship withthise people ate three noder subject, but if you could exped a little bitmore on the prosent Comswiin well, I think one is definitely the expertiseto is the speed versus you know. You can just move a lot faster if you bringa vendor or contractor into play who's already, an expert net can just pluginto your team and, if you're in a hypergo stage, it's all about speed. Sothat is a very important thing. I think also just having the continuedflexibility. So you know you don't know what Your Business is going to looklike from six months now and hiring fulltime people in your organizationjust may not make sense, so you may change whatever you're testing orwhereatever market you're trying to move into may not work out and then allof a sudden you have to do layoffs and things like that and that's notpleasant for anyone. No that's one thing, I think also just how many thinkhow many balls in the air do do you want to be juggling, and sometimes it'sjust easier to take one of those things off the plate and say: Okay, I have anexpert who's handling that it's a about executive attention. That's kind ofwhat I'm trying to say is that you know you really have to decide where you'regoing to place your emphasis and and what makes sense- and I would say Iwant to kind of make another note about flexibiliy. I was thinking aboutcopywriting for one of my clients, so I usually recommend that you know youhave outsourced copywriters d. You have...

...three or four people. You know that youcan send different projects to, and things like that, but sometimes, if youare in a highly complex buying cycle, you have a highly complex product. Itmakes more sense to have those people internals to your organization so forthis particular client, because of the high level of complexity that the thewriter is going to have to really understand, I said for you guys. Ithink you need to hire some internal things, so you do have to make thosechoices as well. Thinking about you know, do I need to have this knowledgein house and do I need to have that kind of relationship withsomebody where they're really just a hundred percent dedicated to me? Sothat's one of the things I think about when deciding whetther Dowt fourse aswell. Okay, we good well. I think it makes a lot of sense. I think weobviously because we are not sourcer and we aresocs activities, we believein the concept of our sourcing. We do believe in the concept of insourcing,so some things about insourcing, our resources within our clients,environment, which is probably what you do as well as having a lots ofinterraction with the clients aufor us we always say we want to be anextension of Yourta yeah business withall. The way we wolk the way wethink the way we want our relationship to be from negotiation at the outset ofhaving a contract to the kickoff of the program to the running, the probremneeds to be a relationship of almost colleagues if e stor Thas, really, ifwe start to have a relationship supply, U clients, you know, pullingso bringsit becomes difficult, so I think that' unit in between the team, potentiallygetting your clients to engage with Olr resources to make sure that you knowfrom from mainset from a culture from a way ofworking derspective things are clicking nicely between individuals betweenhumanbings and they will onjroy.

Working together is actually veryimportant. The Skim set of our guys. We check that, but making sure that TRUsury they will fit that organization making sure per sure they will walk.Well, with our cins, it's extremely kee, I agree more and I think your youreally. What makes a great outsource solution is absolutely about this kindof it's not. You have to check the box on the skills absolutely, but there'ssomething else about having somebody who feels more like a partner, and thatis kind of feels a little bit embedded in the organization. I feel veryembedded with my clients and that's the kind of service that we provide to e'revery much an extension of their team and that's the kind of of outsourcesolution is going to really benefit your business and not feeling so muchlike is. Is this transactional relationship? No, I comptatly agreewith you. Well, I've got one less question for you toh. We spoke about it's more important. You mentioned tome it's more important to be clear than it is to be Novative, okayand. Also,the fact, with the concept that it's from them intoall for everyone to bearlying on the same message, which will we discusses IFIN YEAS? Oh, can youmake sure that marketing says, and I guess your BDR team, those are thepeople are really custom of facing or all on the sevent page. So I don't meanto not say you shouldn't be innovative and differentiate yourself from fromother of your competitors and things like that, but I just think it's somuch more important that you be clear. Sometimes I feel like when we're doingmessaging work that people are seeking this holy grail of messaging. That'sgoing to be, you know, just break through the marketplace and sometimesit's just seriously making sure that everybody is saying the same thing inthe same way and that that's going to really make your value proposition,clear, the marketplace and speaking of the BDR team and and being an alignmentwith them. I think it's a three step process and it's really dependent onmarketing being very transparent with...

...the BDR team about what's happening, soI always recommend three things: one. We do a presentation at the beginningof the quarter and that sort of gives them a high level, O erview of all thecampaigns that are going to happen. What are the expected results of those,and you know any sort of concerns you know things risks to the plan. You knowif things don't get funded or things like that. Second thing that we do iseither a weekly or an every other week meeting with this- and this is muchmore like focused on, what's going to be happening immediately, so we usuallydo a briefing on what happened in the past week and then what's coming up inthe next week. So what are the offers that are going to be going out?Anything new, that's happening and make sure they're really clear on that. Butthe third piece of that is probably the most critical thing, becausesalespeople are very busy. They've got a lot going on they're, very driventhey're trying to make the number, and what you really have to do is supportthem in the moment that, if they're having that conversation- and so thatmeans when a lead comes to them in their system, they need to be able toclick on that lead quickly, see the campaigns that that had that lead hasparticipated in and be like. Oh Yeah, they talked about that this week or ohyeah. I remember that, from the briefing at the beginning of thequarter be able to click into those campaigns and understand you know whatthe asset is or whatever the offer was immediately, while they're there. Theyalso need to have you know some insight into who thispersona is, and they should have already been trained on what thedifferent person is, that we are that we're going after and what their keypainpoints are, so that they have all that information and when they pick upthe phone that is all visible to them. And it's all you know just a couple ofminutes. They can kind of get up to speed on everything around that,particularly so, I really think it's a three step process to make sure that wehave given e the information that they...

...need both at a high level and in themoment when they need it. Thanks for that, dish unfortunately were gettingto Jenophor conversation today, and it was a pleasure talking to you, but atthis point of the podcast weways ask our guest to let us know our audiencecould get in touch with you so tish. What is the best way to connect withyou, so you can definitely connect with me on linked in IMTICHMALSAP atRevenait, and I also you can email me at Tish at revedait Marketingcom or youcan visit our website revenatecom and fill out. AF contact US forman I'll,get back to you. Well Tish. It was Fantasticain Yonde show today. Thankyou again for your participation and we speak to you sood. Well, thank you. ErMuch, it's been great. Talking with you. All operadics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see how operatics can help your company accelerate pipelineat operatics, dot net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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