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 revenue acceleration, a podcast dedicated helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a revenue acceleration. My name is union, with you and I'm here today. We still have been from kickfire. How are you to date now? I'm fantastic. Thank you. Right, great, great. So it's you know, I'm very excited to have you today because we are 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 to pick your brain up on it, but it's about the importance of sales and marketing alignment in an account base, marketing blood. But before we go into that conversation, I am very interested for you to tell us small but not only yourself, but also your role at kick fire and what does kick fire does as an organization? Please sure. Yeah, I'm happy to. Well, first of all, I'm so happy to be here because this is a topic that's near and dear to my heart as well. I am one of the 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 in the market to buy products or services. Really, any company that sells to other 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 companies are that are displaying those high value actions. They also want to understand companies showing buying intent and engagement on the website, validating did those companies we're looking at come to the website? We also have a data as a service platform which 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 typical buyer for that product is the head of product and the data is a service usually powers their application. So there are a lot of far reaching capabilities within this product. The type of company that would benefit from it is any company that sits inside of the account based marketing spectrum. The data is a service platform is used by companies that do targeted display, website content, personalization, predictive intelligence, form enrichment, intent and so much more. Now to transition a bit about myself. I am in charge of sales here at Cape Fire and also strategic partnership, and so over the years I started from being the only person in sales for the first four years of our companies existence to growing a 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 tremendous success. So we can really speak to what our individual users are doing because it'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 I maintain the relationships. My job is primarily top line revenue, anything that focuses around top line revenue and anything that focuses on the strategy of the product and how we fit in the market. So it's very common that I would come to our CTO and our development team with new product ideas that then come to market, and I have been in charge solely for our go to market plans for 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 market successfully, 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 was in charge of that and in charge of bringing that product to market, establishing the value, understanding who are buyer was and then really transitioning the rest of the team into that salesperson that could work in that different data as a service world. 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't base 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 of people telling us that they are doing account based marketing, but then when we look 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 about the importance of seals and marketing alignment in that account base strategy. To be completely don as with you, I don't know if I'm sitting on for table with just I can't base marketing as a definition of the process. We we tend to cool it. I can base everything because we believe that the cells element of a nab and strategies extreme really important, getting those feedback from the failed having yourselves people, your cells rights are yourselves your I cant manager, if you will, being able to bring...

...you back feedback. You know the to accelerate, you know the to fine tune in all the to better your ibam approached from all perspectivity is very, very, very important and and and the only way to make it very successful. So I'm very interested to not to on those on your thought on that. Sure. Yeah, absolutely well, sales and marketing alignment, I think, is actually even easier with the account based marketing approach when you have tools that speak to both mindsets. And so when we talk about account based marketing, it traditionally starts with the strategy of identifying 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 then to create that marketing approach. Traditionally it can be in the form of a marketing automation drip campaign, it can be targeted display, it can be anything around understanding intent. Data all going into the identification of that account. Are they engaging? So really the most important thing, if we talk about KPIS with if accountbase marketing is engagement, engagement, engagement, and that engagement can come in the form of, of course, activity on the website or in the broader Internet of the whole kick fire understands through its listening agent are live leads platform, are software as a service platform. We can understand all types of an engagements to the website in the good news is we can segment that engagement, engagement that came through a marketing automation campaign or through paper click or any type of a retargeting or campaign that could be out there. So the beautiful part of the web is it's trackable. Every action can be recorded and traced and that then indicates engagement and spikes and engagement or surges and engagement could indicate 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 their approach into the buying center of the company to then take that through to the close. Now there are multiple messages that marketing can create as buyers get into different 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 the buyer 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 and trying to create that value prop construct the right solution and then work towards that sale. So I see a tandem process happening. I see first of all the joint effort of sales and marketing to create that target list. Then you take a parallel approach marketing creating the content to get the buyer to the website and 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 within the company and we know through the series decisions waterfall that was recently released that is very typical that there would be multiple decision makers in that buying committee on it within the company. As that buying committee is working through the process with the salesperson they are getting also that messaging from marketing and that should align all the way through the sales cycle to the close. Okay, well, that's that's that's a very sorrow approach at I think you, Co et, actually everything 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 I should just mention if I could. You know, there are additional tools, of course, that can be added and inserted into the marketing stack, and all of those tools, you know, whether it's predicted at the top or whether it's a solution in the middle, that's really doing attribution. But really the most important thing is to get those eyes and ears into the website to understand engagement and of course everything sitting in that here. Absolutely it's about it's about it's about joining the duts. I guess in a way it's about it's about making sense of information and in indication that you could have from a different channel, fall from one channel to another, trying to put them together, trying to make sense of it and then communicating intentity to make sure, I did, that information is shouted with the right individual. So is a marketing ourselves, but giving that information to empower people's conversation with the prospect at the end 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 add conversation around ABM at scale. So I'll do you skate up your IBM process and, and I think it's becoming of yes, that ABM at scale can be 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 Textac to support the ABM comping without having to...

...manage too many providers are getting lost in that compigs. Well, that's a good question. That relates to the size, the relative size, of the company you're talking about, because if we have a large enterprise, you're going to be talking about predictive companies that are going to be deploying AI, right, so artificial intelligence, to then choose that 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 data or continually updated and fed through real time information. So I can speak particularly to a predictive company that's using our technology to identify in real time the companies that are engaging on their customers websites. Who are the companies? What is their 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's their 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 modeling at in real time to then produce look alikes who could also be like this to expand that footprint of the target audience. Now, typically, then they would deploy a methodology from there could be targeted display to try to go after them. Could be a nurture campaign. Could be a content syndication company, anything like integrate or look book, who is now path factory to be able to go and customized content at whatever part of their journey and whatever industry specific information 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 our technology. One thing I like very much about them is they have the ability to recommend next best content, recommendations based on what they called topic clouds or or topics of information that this user has consumed previously as they journey throughout the Internet, and so that has the ability to suggest recommended content, not only content but all so recommended emails for a salesperson. So that then enables ABM at scale. Right, it takes ai, it takes machine learning to understand habits and then it takes the artificial intelligence then to put together other possible candidates or companies. Now, when we talk about midsize companies, we're going to be thinking differently because oftent times they're not...

...going to have a seven figure budget to deploy those platforms that I was previously talking about. They're going to be looking at a text act that would include marketing automation, right, to get that in bound lead. They're going to be looking at a analytics tool like ours to identify the companies, telling them who is on the website and about their journey, so understanding and identifying the anonymous companies coming to the website to then broaden their footprint. And then they're going to be looking at other tools through 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 our next possible customer, right, if it fits all of this information. The part I want to point out that so many companies missed is that it's important that you have the continuity of the same data provider up and down the data stack. And when I'm talking about data provider, I mean if you're doing IP intelligence, if you're resolving ips across any of your platforms, then you want to have the same provider or it's possible you could lose attribution. And what I mean by that is if at the top of the stack, let's take let's start it predicted. If at the top of the stack you are using a company, if you're using, for example, kick fire to resolve ips, 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 into then 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 same continuously down the stack you will continue to call that Ip the same company and because kickfire has the highest Ip to company match rate in the industry, you will see more companies and you will continue to see that I p address be called 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 journey you'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 the next part of your cycle or the next technology and your stack and so very important 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 our content syndication company. Now I need a predictive vendor. Who Do I choose? Now I need a BEDB, I need a DSP that will advertise by Ip. Who Do I choose? That uses kickfire? And so it's very important that they continue up and down the stack with best in class IP intelligence and they have that continuous flow. And because we have such a stronghold in the market place and because we are the industry standard, we have that ability to just be everywhere. Yes, wonderful. Well, thank you. Thank you very much. But you know, that's a lot of information. That's sort so very quite insightful about what you do at a kick fire. But I think it is useful to be that sorrel in explaining all things well because again, this is nuts a seam board process and I like the fight that sure mentioning tour such as alt issue intelligence, and you know, I'll the stack can walk together because often we've got we've got one solution and and I do believe that solution in isolation contrually do much. You know you would limit me dates yourself if you just was use one, one, one type of solution. I've got a final question for you, and that's final question is is what mirroring the widest range of fun cells? So I'd like to you know 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 a good feel for it. But that question is around the main kpis that that's you see as being required to be measured in order to assess the success of an ABM compaign? You know, it is simply engagement, engagement, engagement, and that engagement can come on the individual companies website or it can come through content consumption on the broader internet as a whole. And so that's where we get into the intent vertical of the industry, and that is companies that offer intent have the ability to identify when a company is consuming content on a BB publisher website. So, for example, if you sell a very targeted BEDB product or service and there are companies engaging consuming multiple pieces of content around 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 with predictive is great. Predictive relies of traditional, old school predictive relies on what happened in the past. Right that on board a crum data. The predictive companies that are succeeding now are the ones that also have that real time feed into the website and they join intent data. So really getting their fingers on the pulse of engagement. Our companies engaging. Are Multiple decision makers within that company engaging? What kind of content are...

...they engaging in? With that in mind, then targeting that journey and that experience towards exactly what that company is looking for and the type of content. So really, engagement is the best KPI that I can see as I look to the market. Okay, very good, 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 on your website, if you don't, and intelligent tag that translates anonymous visitors to companies, 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 report that can identify relative engagement and a period over two period time frame, for example 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 a buying interest. Is there potentially a decline in activity, and then you might have a different issue. For example, if they're a current customer, you could have a retention problem. And so engagement, especially over high value pieces of website property, are particularly important and real time is everything. We don't need a report from two weeks ago. That's old. We need a report today and we need it in real time is possible, and to me real time is within a tenth of a second. To other companies real times means something different, but real time is at the point of engagement and that's what we offer. Okay, that's wonderful. Thank you very much. Now that's again very insightful and I guess one of the question that though, always us to 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 things that we go vote today. Know and you of the details if we go vote today or even engage with your twin us know, kick fire off with super bad them and the business to Gol Oh, you bet. If you want to speak with me personally, it's Tina Tiana at kickfirecom, or you can go to kick firecom and submit a form if you have general interest in the technology and would like someone from our sales team to reach out. I'm always 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 this show today, so I hope we're going to have the opportunity to get to get a guide and carry on this conversations. Thank you so much. I appreciate your interest. I appreciate you calling me. operatics has redefined the meaning of revenue generation for technology companies worldwide.

While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of 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 that you 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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