B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

15: The Importance of Aligning Sales & Marketing in Account Based Marketing w/ Tina Bean

ABOUT THIS EPISODE

Account Based Marketing helps you narrow your focus on your ideal clients.

But it will absolutely fail if you don’t align your sales & marketing efforts.

Tina Bean and her team at KickFire have recently found success with an Account Based Marketing approach supplemented with utilizing their own platform to identify key accounts.

An Account Based Marketing approach starts with the strategy of identifying key accounts.

This effort needs to be collaborative from the very beginning.

Sales needs to define what a worthy account looks like so that marketing can begin their engagement campaigns.

It’s up to your marketing to create different messaging for prospects at various stages, and it’s up to your sales team to take that prospect through to a closed deal.

It’s a tandem process.

A truly joint effort of sales and marketing to come up with an initial list of key accounts, bring that buyer through the journey, and then keep them as a customer.

Engagement is simply the key indicator of success with ABM.

If a company can get their finger on the pulse of engagement in a prospect’s journey, they are well on their way to connecting with that that potential customer and closing a deal.

Click the link in the first comment below for the full interview with Tina.

So you were listening to bb revenueacceleration, a podcast dedicated helping software executives stay on the cutting edge of salesand marketing in their industry. Let's get into the show. Hi, welcometo be to be a revenue acceleration. My name is union, with youand I'm here today. We still have been from kickfire. How are youto date now? I'm fantastic. Thank you. Right, great, great. So it's you know, I'm very excited to have you today because weare about to speak about it to appy, as is really close to my heart. I'm herring a lot about step the moment, so con't way topick your brain up on it, but it's about the importance of sales andmarketing alignment in an account base, marketing blood. But before we go intothat conversation, I am very interested for you to tell us small but notonly yourself, but also your role at kick fire and what does kick firedoes as an organization? Please sure. Yeah, I'm happy to. Well, first of all, I'm so happy to be here because this is atopic that's near and dear to my heart as well. I am one ofthe founders of kick fire. So we have two platforms that kick fire.The first one to software is a service platform, and that identifies companies inthe market to buy products or services. Really, any company that sells toother companies would benefit from using our product. The typical persona of that product,the buyer, is the of marketing and also the head of sales.It benefits both because they both want to remain an alignment about who the companiesare that are displaying those high value actions. They also want to understand companies showingbuying intent and engagement on the website, validating did those companies we're looking atcome to the website? We also have a data as a service platformwhich operates off the same core intelligence, and that is ip address intelligence.It allows other companies to make requests of our database, to call our database, to translate IP addresses, to power their processes, and so the typicalbuyer for that product is the head of product and the data is a serviceusually powers their application. So there are a lot of far reaching capabilities withinthis product. The type of company that would benefit from it is any companythat sits inside of the account based marketing spectrum. The data is a serviceplatform is used by companies that do targeted display, website content, personalization,predictive intelligence, form enrichment, intent and so much more. Now to transitiona bit about myself. I am in charge of sales here at Cape Fireand also strategic partnership, and so over the years I started from being theonly person in sales for the first four years of our companies existence to growinga sales team which consisted of about twenty...

...as if you add scrs and as. And so we have also transitioned over time similar to how the product has. We have begun to work through that account base marketing approach and found tremendoussuccess. So we can really speak to what our individual users are doing becauseit's what we are doing and finding success through. As an individual myself,I like to say on the front line, I like to talk with customers.I still form the strategic partnerships from the beginning to the end and Imaintain the relationships. My job is primarily top line revenue, anything that focusesaround top line revenue and anything that focuses on the strategy of the product andhow we fit in the market. So it's very common that I would cometo our CTO and our development team with new product ideas that then come tomarket, and I have been in charge solely for our go to market plansfor not only our analytics platform, which came to market before Google analytics,which was a Sass before Sass was an acronym, and brought that to marketsuccessfully, and then also then when our data is a service marketplace came out, we additionally then had to establish that go to market plan and I wasin charge of that and in charge of bringing that product to market, establishingthe value, understanding who are buyer was and then really transitioning the rest ofthe team into that salesperson that could work in that different data as a serviceworld. And so I touch a lot of different avenues here at the company, but I'm very passionate about everything that I do. That's wonderful tune.I thank you very much for that. So, ABM Oh, I can'tbase marketing seems to be a bit of a Buzz Wad at the moment.We hearing a lot of people talking about it where we hearing a lots ofpeople telling us that they are doing account based marketing, but then when welook at what they're doing, it smart type of marketing, but still not. I count based really from our perspective and and obviously the conversation today's aboutthe importance of seals and marketing alignment in that account base strategy. To becompletely don as with you, I don't know if I'm sitting on for tablewith just I can't base marketing as a definition of the process. We wetend to cool it. I can base everything because we believe that the cellselement of a nab and strategies extreme really important, getting those feedback from thefailed having yourselves people, your cells rights are yourselves your I cant manager,if you will, being able to bring...

...you back feedback. You know theto accelerate, you know the to fine tune in all the to better youribam approached from all perspectivity is very, very, very important and and andthe only way to make it very successful. So I'm very interested to not toon those on your thought on that. Sure. Yeah, absolutely well,sales and marketing alignment, I think, is actually even easier with the accountbased marketing approach when you have tools that speak to both mindsets. Andso when we talk about account based marketing, it traditionally starts with the strategy ofidentifying key accounts and that is a collaborative effort between sales and marketing.It's important to get the sales people's buyoff on what is a good account thento create that marketing approach. Traditionally it can be in the form of amarketing automation drip campaign, it can be targeted display, it can be anythingaround understanding intent. Data all going into the identification of that account. Arethey engaging? So really the most important thing, if we talk about KPISwith if accountbase marketing is engagement, engagement, engagement, and that engagement can comein the form of, of course, activity on the website or in thebroader Internet of the whole kick fire understands through its listening agent are liveleads platform, are software as a service platform. We can understand all typesof an engagements to the website in the good news is we can segment thatengagement, engagement that came through a marketing automation campaign or through paper click orany type of a retargeting or campaign that could be out there. So thebeautiful part of the web is it's trackable. Every action can be recorded and tracedand that then indicates engagement and spikes and engagement or surges and engagement couldindicate buying intent. That's really where the handoff from marketing to sales takes place. Then, within that it's up to the prowess of the salesperson and theirapproach into the buying center of the company to then take that through to theclose. Now there are multiple messages that marketing can create as buyers get intodifferent stages of the sales process, as they go deeper down the funnel,content can be syndicated that can speak to their different sections of the buying journey, and so what you're trying to do is foster additional engagement, keep thebuyer interested from the marketing point of view by sending different points pieces of information, and then meanwhile the sales team is...

...working through that process as well andtrying to create that value prop construct the right solution and then work towards thatsale. So I see a tandem process happening. I see first of allthe joint effort of sales and marketing to create that target list. Then youtake a parallel approach marketing creating the content to get the buyer to the websiteand then to create different content messages as they flow through the journey there,buying journey, all the while sales then in contact with the buying centers withinthe company and we know through the series decisions waterfall that was recently released thatis very typical that there would be multiple decision makers in that buying committee onit within the company. As that buying committee is working through the process withthe salesperson they are getting also that messaging from marketing and that should align allthe way through the sales cycle to the close. Okay, well, that'sthat's that's a very sorrow approach at I think you, Co et, actuallyeverything that we do have all we do suggest. You know our process.That's that's a very sorrow very clear way to put it to get us.Thank you very much enough for that. Oh sure, yours, and Ishould just mention if I could. You know, there are additional tools,of course, that can be added and inserted into the marketing stack, andall of those tools, you know, whether it's predicted at the top orwhether it's a solution in the middle, that's really doing attribution. But reallythe most important thing is to get those eyes and ears into the website tounderstand engagement and of course everything sitting in that here. Absolutely it's about it'sabout it's about joining the duts. I guess in a way it's about it'sabout making sense of information and in indication that you could have from a differentchannel, fall from one channel to another, trying to put them together, tryingto make sense of it and then communicating intentity to make sure, Idid, that information is shouted with the right individual. So is a marketingourselves, but giving that information to empower people's conversation with the prospect at theend of the day and make that conversation more and more targets it so,but that's wonderful. Thank you very much enough for that. We also addconversation around ABM at scale. So I'll do you skate up your IBM processand, and I think it's becoming of yes, that ABM at scale canbe done without the suppot of a good technology tool. All good technology stack, because you could be a stuck off tools walking to get off course.I'm right. How can a company make sure that they choose the right Textacto support the ABM comping without having to...

...manage too many providers are getting lostin that compigs. Well, that's a good question. That relates to thesize, the relative size, of the company you're talking about, because ifwe have a large enterprise, you're going to be talking about predictive companies thatare going to be deploying AI, right, so artificial intelligence, to then choosethat next best customer or the next best company they should be going after. And that's all based on algorithms that are fed through on boarded crm dataor continually updated and fed through real time information. So I can speak particularlyto a predictive company that's using our technology to identify in real time the companiesthat are engaging on their customers websites. Who are the companies? What istheir intent journey look like? What is their journey through the website look like, and what kind of a company are there? What's their industry, what'stheir revenue, what's their number of employees? So that they can understand relative size? They're taking that data and then feeding it back into their predictive modelingat in real time to then produce look alikes who could also be like thisto expand that footprint of the target audience. Now, typically, then they woulddeploy a methodology from there could be targeted display to try to go afterthem. Could be a nurture campaign. Could be a content syndication company,anything like integrate or look book, who is now path factory to be ableto go and customized content at whatever part of their journey and whatever industry specificinformation they need. So there are certainly companies that can work towards that automation. One in particular that I like is idio platform, and they use ourtechnology. One thing I like very much about them is they have the abilityto recommend next best content, recommendations based on what they called topic clouds oror topics of information that this user has consumed previously as they journey throughout theInternet, and so that has the ability to suggest recommended content, not onlycontent but all so recommended emails for a salesperson. So that then enables ABMat scale. Right, it takes ai, it takes machine learning to understand habitsand then it takes the artificial intelligence then to put together other possible candidatesor companies. Now, when we talk about midsize companies, we're going tobe thinking differently because oftent times they're not...

...going to have a seven figure budgetto deploy those platforms that I was previously talking about. They're going to belooking at a text act that would include marketing automation, right, to getthat in bound lead. They're going to be looking at a analytics tool likeours to identify the companies, telling them who is on the website and abouttheir journey, so understanding and identifying the anonymous companies coming to the website tothen broaden their footprint. And then they're going to be looking at other toolsthrough crm and possibly other look alike data through some data modeling. Right,if it looks like it's a quacks like a duck, then must be ournext possible customer, right, if it fits all of this information. Thepart I want to point out that so many companies missed is that it's importantthat you have the continuity of the same data provider up and down the datastack. And when I'm talking about data provider, I mean if you're doingIP intelligence, if you're resolving ips across any of your platforms, then youwant to have the same provider or it's possible you could lose attribution. Andwhat I mean by that is if at the top of the stack, let'stake let's start it predicted. If at the top of the stack you areusing a company, if you're using, for example, kick fire to resolveips, to identify Ip the companies coming that are displaying those high value actions, and as you move down the stack you're using other companies, for example, we work with intent companies to you're continuing that journey down the stack intothen that website analyzation and also content syndication and be to be targeted display.As long as each of those vendors are translating the IPS two companies the samecontinuously down the stack you will continue to call that Ip the same company andbecause kickfire has the highest Ip to company match rate in the industry, youwill see more companies and you will continue to see that I p address becalled the same company all the way through the buyers journey. That way,if a predictive company at the top of the stack has identified Apple Computer,for example, you want to be sure that at every step in the journeyyou're seeing that same visitor as apple computer, because if suddenly we're calling them comcast, you would not have the knowledge that they made it down through thenext part of your cycle or the next technology and your stack and so veryimportant when we're at trade shows and companies come up to us and say,you know, we're using kickfire on our...

...website, we're using them with ourcontent syndication company. Now I need a predictive vendor. Who Do I choose? Now I need a BEDB, I need a DSP that will advertise byIp. Who Do I choose? That uses kickfire? And so it's veryimportant that they continue up and down the stack with best in class IP intelligenceand they have that continuous flow. And because we have such a stronghold inthe market place and because we are the industry standard, we have that abilityto just be everywhere. Yes, wonderful. Well, thank you. Thank youvery much. But you know, that's a lot of information. That'ssort so very quite insightful about what you do at a kick fire. ButI think it is useful to be that sorrel in explaining all things well becauseagain, this is nuts a seam board process and I like the fight thatsure mentioning tour such as alt issue intelligence, and you know, I'll the stackcan walk together because often we've got we've got one solution and and Ido believe that solution in isolation contrually do much. You know you would limitme dates yourself if you just was use one, one, one type ofsolution. I've got a final question for you, and that's final question isis what mirroring the widest range of fun cells? So I'd like to youknow from your experience all these sells that you spent that leading the cell steam, leading the top LINET, kick fire. I would expect that you've got agood feel for it. But that question is around the main kpis thatthat's you see as being required to be measured in order to assess the successof an ABM compaign? You know, it is simply engagement, engagement,engagement, and that engagement can come on the individual companies website or it cancome through content consumption on the broader internet as a whole. And so that'swhere we get into the intent vertical of the industry, and that is companiesthat offer intent have the ability to identify when a company is consuming content ona BB publisher website. So, for example, if you sell a verytargeted BEDB product or service and there are companies engaging consuming multiple pieces of contentaround this with indicating that they could be in a beginning a buying cycle.That's really where you want to begin, right. You want to begin withpredictive is great. Predictive relies of traditional, old school predictive relies on what happenedin the past. Right that on board a crum data. The predictivecompanies that are succeeding now are the ones that also have that real time feedinto the website and they join intent data. So really getting their fingers on thepulse of engagement. Our companies engaging. Are Multiple decision makers within that companyengaging? What kind of content are...

...they engaging in? With that inmind, then targeting that journey and that experience towards exactly what that company islooking for and the type of content. So really, engagement is the bestKPI that I can see as I look to the market. Okay, verygood, very good. Do you have you have a way to measure that? You, suggist, you are absolutely that's what we do. So yeah, absolutely, you. Definitely. You definitely need to get a tag onyour website, if you don't, and intelligent tag that translates anonymous visitors tocompanies, because you need to know who's engaging and you need to understand then, based on for example, we have what we call a watch list reportthat can identify relative engagement and a period over two period time frame, forexample from this month to last month. Is there a surge in activity?If so, then we surmise a this could be a buying engagement or abuying interest. Is there potentially a decline in activity, and then you mighthave a different issue. For example, if they're a current customer, youcould have a retention problem. And so engagement, especially over high value piecesof website property, are particularly important and real time is everything. We don'tneed a report from two weeks ago. That's old. We need a reporttoday and we need it in real time is possible, and to me realtime is within a tenth of a second. To other companies real times means somethingdifferent, but real time is at the point of engagement and that's whatwe offer. Okay, that's wonderful. Thank you very much. Now that'sagain very insightful and I guess one of the question that though, always usto any of our guests these all. Can we get in touch with you? I'll can all agents rich shoot you now to discuss any of the thingsthat we go vote today. Know and you of the details if we govote today or even engage with your twin us know, kick fire off withsuper bad them and the business to Gol Oh, you bet. If youwant to speak with me personally, it's Tina Tiana at kickfirecom, or youcan go to kick firecom and submit a form if you have general interest inthe technology and would like someone from our sales team to reach out. I'malways happy to engage and hopefully we can work together in the near future.Absolutely well, thank you very much. Now equals great having you on thisshow today, so I hope we're going to have the opportunity to get toget a guide and carry on this conversations. Thank you so much. I appreciateyour interest. I appreciate you calling me. operatics has redefined the meaningof revenue generation for technology companies worldwide.

While the traditional concepts of building andmanaging inside sales teams inhouse has existed for many years, companies are struggling witha lack of focus, agility and scale required in today's fast and complex worldof enterprise technology sales. See How operatics can help your company accelerate pipeline.At operatics DOTNET. You've been listening to BEDB revenue acceleration. To ensure thatyou never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time.

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