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Modern Marketing Engine podcast hosted by Bernie Borges
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Modern Marketing Engine podcast hosted by Bernie Borges

Author: Bernie Borges - Host of the Social Business Engine Podcast

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The Social Business Engine podcast showcases brands using social media technology across all functions in the enterprise including marketing, sales, customer service, HR, product development and commerce. Visit www.socialbusinessengine.com for show notes and links to resources mentioned in each episode.
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Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   A marketing executive’s go to market strategy depends on whether their company is in an established category — going after market share gains — or if they are in a new category that requires awareness building for the category itself. Utpal Bhatt is the SVP of marketing at Qubole, a SaaS platform that processes cloud data and provides support for many large companies such as Oracle and Lyft, as well as many start-ups. Utpal heads up marketing and is responsible for brand awareness, product marketing, and lead generation. In this episode, Bernie and Utpal discuss the different go to market strategies that should be used when entering a cold market versus a hot and happening market. Listen to learn how to determine if you should create a new marketing category or if you are in an existing category and need to differentiate your product. This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com Where Should You Start When Creating A Go To Market Strategy? According to Utpal, the first thing a marketing leader must decide when determining how to market a new product is whether the product belongs to an existing category or needs to be defined as a new category. All subsequent decisions such as team building, content strategy, and marketing direction stem from this initial decision. Determining if your product belongs in a new category versus an existing category requires looking at your competitors. Do you have competitors that have very similar products and services? If so, you’ll likely be entering a “hot” market. If you do not have direct competitors, then you will need to consider building a new category to market your product or service. How To Create A New Category If you find that the best strategy is to create a new category, prepare to build the audience for the category. The key to successfully creating a new category is to drive awareness, encourage adoption, and look to capitalize through monetization. Driving awareness requires having the right spokesperson, someone able to describe and articulate the value of the category and how it addresses a business problem for your target customer. You then need to build awareness by creating content that supports the thought leadership of your product within the category and provide training initiatives. Once you have a spokesperson and content for this person to share, you then need to create a platform for your speaker to market from. Hosting events and creating a social media platform are just two of the ways that your spokesperson can reach your audience. After you have driven awareness to and about your product within the category, you then need to encourage adoption of that product. This is done by creating a community of people who are excited and motivated to spread the word about the value of the product. Your community will want to write blogs and post on social media because they “love” the product and the category. Finally, the goal of every marketing campaign is to capitalize on monetization. When creating a new market category, monetization is a long game that is best enhanced with appropriate targeting and segmenting of the community you built during the adoption phase. As awareness grows and adoption solidifies, monetization occurs with a portion of the loyal community you have built. Differentiation Is Key To Marketing In A Hot And Happening Category If your product already has a category to market within, then the key to a strong go to market strategy is differentiation. How does your product differ from others in the category, and how are those differences beneficial to your target customer? Take hold of market-share by creating content and a messaging strategy that works together to differentiate your offering from the rest of the competition. Should Your Go To Market Strategy Change Based On Category Heat? Going to market in a new category versus one in a hot and happening category requires a very different team building strategy. When you are building out a category, you initially need a renaissance sales rep, a person who will approach all aspects of the product and can hand-hold each prospect through the entire process. Once the category is established and built out, the type of salesperson you need to hire is very different. In a hot market, the category has already been created and built out. Rather than explaining the value of the category to a prospect, the salesperson needs to identify the most likely prospects based on recognized need. The goal is not to go after every single person in the category but to target those businesses and prospects who are most likely to recognize how your product meets their need in the category. For example, when analytics was a new category, the renaissance sales reps explained the value of analytics. Now, data analytics sales reps sell the unique virtues of their specific analytics system to prospects who are best-fit candidates for their analytics product. If you are creating a new category, your content needs to speak to the benefits and of your product and how to use it within the category. In a hot market, your content needs to show how your product is unique and valuable as measured by authorities in your niche. While there are many other concepts and ideas to consider when evaluating entering a hot versus new market, this conversation provides a wonderful high-level overview of considerations when choosing your marketing category and strategy. Don’t miss this opportunity to learn from this conversation with Utpal Bhatt! Featured on This Episode Connect with Utpal on LinkedIn Utpal Bhatt on Twitter: @bhatt_utpal Qubole - the company where Utpal serves as SVP of Marketing Qubole on Twitter: @qubole Qubole on Facebook: @qubole Connect with Qubole on LinkedIn Outline of This Episode [1:50] Introduction to Qubole and Utpal’s role as SVP of Marketing [2:54] Should you create a new category or enter an existing category? [4:20] Where do you start when creating a new marketing category? [5:30] The three-step approach to creating a new category [5:55] What does it look like to drive awareness, adoption, and monetization? [7:00] Awareness: You need the right salespeople, content factory, and exposure plan? [10:10] Adoption: Easy to access education, training, tips and tricks, and samples [12:00] Monetization: Requires targeted audience segmentation based upon the community that was built in the adoption stage [14:55] Build your team gradually beginning with the awareness and adoption groups [17:58] When in an established category the strategy should be differentiation-centric [20:10] Distinction in going to market in a new category versus an established category [25:15] Bernie’s summary of the conversation Resources & People Mentioned This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com Hubspot’s 2019 Inbound Event The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Marketing and sales alignment in manufacturing has undergone an evolution as digital transformation has become more pervasive. Some tried-and-true methods have become less effective because of the change in buyer habits. In this episode, Bernie speaks with the head of sales and the head of marketing at Kadant Johnson - a manufacturing company - about their digital sales transformation journey. You won’t want to miss this episode as Dr. Wes Martz, VP of Marketing, and Carl Howe, VP of Sales, discuss how embracing digital transformation at Kadant has positively impacted their marketing and sales alignment and practices allowing their teams to reach customers previously unavailable to them. This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com How Tried And True Traditional Marketing Strategies Have Evolved Kadant Johnson is a manufacturing company that has been in business since 1930. They manufacture and distribute mechanical sealing devices that allow their industrial manufacturing customers to create paper towels, aluminum foil, corrugated cardboard boxes, etc. Traditionally their marketing and sales strategy has focused heavily on printed collateral, public relations, trade shows, and focusing on long-standing relationships in their key industries. Their message of value has not changed but how they communicate their messaging has changed. Dr. Martz discusses Kadant Johnson‘s evolution from print media to their website in the 90s, to their content marketing strategy and SEO focus providing them greater visibility in the online space. Their time and marketing spend are significantly directed toward their digital marketing platforms and being present in the major social media channels. These changes have increased the Kadant Johnson brand’s reach, which lends itself to a warm, direct selling environment. Digital Transformation Has Fostered Greater Marketing And Sales Alignment Carl speaks on how the Kadant Johnson sales force focuses on selling its products to three primary industries. Their brand name recognition is strong and recognized within those core industries, and each customer relationship leads to the next. They struggled, however, with building relationships in their secondary markets because the relationships were not there and the buyer has changed. Digital transformation is allowing his sales teams to reach out to the potential customers they want while also allowing them greater access to their company. In this approach, marketing and sales are aligned to create greater reach through digital practices and processes. The marketing teams build various funnels by generating appropriate content. When the customer moves through the funnel, the sales team takes over and maintains the message while providing further value that builds confidence in the brand. The sales team has also developed a greater ability to reach customers through digital channels that were previously unattainable, creating much greater marketing and sales alignment. Has The Changing Buyer Persona Affected Manufacturing Sales? At Kadant Johnson the traditional relationship-centered marketing and sales approach is as strong as ever, but how they foster the relationship has changed. Dr. Martz discusses how customers have evolved along with changes in the digital marketing world. Many times the buyers have also already researched Kadant before they ever look to engage with a salesperson. Dr. Martz takes this one step further in discussing the changing demographics of their customer base. The modern buyer is more educated, well read, younger, and brand focused. Rather than the buyer wanting to foster long-term relationships, they are looking online to find effective solutions that do not require a great deal of time to learn about and getting quick answers to questions.. How Digital Transformation Is Revolutionizing Sales Alignment And Processes Carl further discusses the changes that the increased online presence has made on the sales processes at Kadant. Traditionally, their sales team would drive down the road, see a smokestack, and reach approach the receptionist to find the gatekeeper at the company. Their sales team now uses LinkedIn and other platforms to find their potential customer’s information and to reach out through social media. The sales team has evolved from being focused mostly on face-to-face sales conversations to seeking out initial online engagement to start a conversation. From LinkedIn’s 3rd Annual “State of Sales Report,” one of the data points is that 62% of decision-makers read a salesperson’s LinkedIn profile looking for an informative profile before deciding to talk with that salesperson. Carl mentioned how surprised he is that customers and other people reach out and find him on LinkedIn and his salespeople without them always having to reach out. Kadant’s Digital Transformation Journey Unveiled Dr. Martz discusses the Kadant digital transformation more fully by bringing the conversation back to their updated LinkedIn profiles. Many businesses now use LinkedIn to research their potential vendors. Just as Kadant researches their potential clients, they know that they too are being researched and have arranged for their entire sales team to have their LinkedIn profiles made over into a resource for their current and prospective customers. The next step in their journey is to increase engagement between their sales teams and their prospective buyers on LinkedIn. The goal is to focus their traditional method of targeting their ideal industries and use that focus in digital channels, engaging with people in their target industries. Dr. Martz also wants to increase recognition of their company wins to create more excitement among the sales and marketing teams and increase their momentum through their use of LinkedIn. Carl Howe and Dr. Wes Martz expect to see the changes in behavior in their sales and marketing departments continue to build momentum accelerating their ability to sell and market Kadant Johnson in this new digital age. They have already seen some big wins and are looking forward to more. They have also noted a positive response from others in their organization. While Kadant Johnson has a decentralized corporate structure, their peers have noticed and are interested in learning how they too can benefit from the digital transformation that Dr. Martz and Carl have launched. Featured on This Episode Connect with Wes on LinkedIn Connect with Carl on LinkedIn Kadant Johnson on LinkedIn Kadant Johnson on Twitter:@Kadant Outline of This Episode [2:20] Introduction to Kadant Johnson, what they do, and who they serve [4:25] How Kadant Johnson started their marketing efforts [5:25] Traditional marketing practices that are still effective - Targeting [6:15] Marketing strategy has always been value-based but the medium has changed [7:25] Keywords and consistent presence have transformed Kadant Johnson’s outreach [8:43] Sales targeting is focused on 2 to 3 industries with long-established relationships [9:55] Digital marketing has revolutionized the relationship building side of the sales process [11:43] Evolution of the customer and how that affects sales and marketing strategy [14:30] The modern buyer is more educated than in the past; they do their research [17:10] How does the sales group get in front of potential customers? [19:30] How is LinkedIn providing avenues for market research and customer outreach? [20:55] Digital transformation is a journey - where is Kadant Johnson on the journey? [23:35] Digital transformation comes down to a behavior change [24:30] Discuss how the C-Suite views the digital transformation in sales and marketing [27:03] Bernie’s summary of the show Resources & People Mentioned This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com Byron Matthews, CEO - Miller Heiman Group - “The modern buyer has become better at buying faster than sellers have become at selling.” LinkedIn 3rd Annual State of Sales Report The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   Great content marketing is about more than just publishing content. Your content has got to stand out - it's got to be truly great. On this episode of the Modern Marketing Engine, Bernie hosts Stephanie Stahl, the General Manager of the Content Marketing Institute. She says that the companies that do content marketing really well are those that are providing the best content, content that is aimed at connecting with audiences emotionally about things that really matter to them. Listen to this episode to learn how brands are doing great content marketing, why webinars are still very effective, what isn’t working for content marketing, and why having a clear picture of your audience's content consumption preferences is one of the most important things to understand. As GM of the Content Marketing Institute, Stephanie brings a wealth of experience to this topic, so be sure you listen! How Does Great Content Marketing Work Differently For B2C and B2B? Content marketing has evolved over the years and has traditionally required differing approaches for B2C and B2B. Today, both require a similar philosophical approach because both are aimed at attracting an engaged and loyal audience - and in both cases, the challenge is that there is so much content out there, it’s hard to create truly great content that overcomes the noise. The answer is to create truly great content all the time. Consistency is key. Brands that are doing successful content marketing are showing their personality, speaking directly to their target audience as people, and appealing to the human desire to see the greater good served. Listen to Stephanie’s description of great content marketing and use it as a benchmark for assessing your own content marketing strategy. Are you building the trust you need to build? Are you speaking to your customer avatar in the right way and using the right methods? Webinars Are Still A Winner For B2B Content Marketing Webinars have long been a mainstay as an effective tool for great content marketing. Stephanie says they are still working extremely well for many brands, though the format and approach have changed in many ways over the years. Webinars are a great way for prospective customers to spend an hour taking a deep dive into an important topic to learn something valuable that makes a connection to the brand delivering the webinar. Research shows this to be true, as does Stephanie’s experience. In her gut, she knows that webinars are still very powerful for content marketing. Is your organization conducting webinars? Why or why not? Does Your Content Marketing Include A Variety Of Types Of Content? Content marketing isn’t just about getting attention - it’s about earning trust and credibility with your audience. That means you need to learn the formats and channels that best suit your audience. How are you going to do that? You need to explore all the channels of content that your audience uses. We refer to this as the “Omnichannel approach.” In most cases, your ideal audience will not be focused on only one form of content. Publish many types of content and then assess what is most effective in reaching and engaging your audience. Stephanie points out that content marketers must study what’s effective with their particular audience. Are the channels you’re using the best ones for your audience? Is what you’re publishing resonating with your audience? It’s the only way to ensure you’re spending your time in the most productive content creating practices. You'll also hear about the Content Marketing Institute’s annual event - Content Marketing World coming up in September and how you can get a $100 discount to attend this year's event. Bernie is speaking yet again at CMW. This year he is partnering with Seleste Lunsford, Chief Research Officer at CSO Insights, the research division of Miller Heiman Group. Bernie and Seleste are presenting key strategies for integrating content into sales enablement. (cham to insert CMW image of Bernie & Seleste here) Be sure to listen to the entire episode for Stephanie’s insights and recommendations for great content marketing. Featured on This Episode Stephanie on LinkedIn Stephanie on Twitter: @EditorStahl Stephanie on Instagram: @Stephanie_Stahl Seleste Lunsford on LinkedIn Outline of This Episode [2:49] The evolution of content marketing in B2B and B2C [5:23] What are the things that are not working in the B2B space? [9:17] The annual event CMI puts on: Content Marketing World [16:25] A preview of the fun activities that happen at CMW [18:41] Bernie’s summary of the conversation Resources & People Mentioned The Content Marketing Institute (CMI) Episode 206 of the podcast, with Cathy McPhillips of the Content Marketing Institute The Content Marketing World event (this year’s theme, “Amaze Your Audience” Seleste Lunsford, Chief Research Officer of CSO Insights The Rock N Roll Hall of Fame Punchbowl Social Get into the conference for $100 off. Use the code “MME100” The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Have you developed a plan that drives your high performing sales team? Listen in to learn how Marketing Leadership can create a vision and a plan in collaboration with Sales Leadership to develop the most successful high-performance sales teams. Bernie’s guest on this episode is Meshell Baker, Director of Global Sales Development at the National Association of Sales Professionals and the founder and spokesperson for the Women of Sales & Influence. The National Association of Sales Professionals (NASP) is the largest online community of sales professionals in the world. NASP is dedicated to empowering dynamic leaders, teams, and professionals to be focused on value first and provide them the tools and resources to succeed. Listen as Bernie and Meshell, discuss the six steps to building high performing sales teams through a 45-day challenge series that empowers sales professionals to alter the conscious and unconscious way that they approach selling. Attend the Brightcove PLAY event May 14 – 16, 2019. Visitwww.play.brightcove.com to get all of the details. I’ll be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: playpc2019. The Role of Marketing in Supporting High Performing Sales Teams The role of marketing has been evolving rapidly. In episode 246 Darryl Praill, CMO of VanillaSoft discussed the importance of helping sales make their number. It’s imperative for marketing and sales to team up to build a vision and a plan to help sales teams be successful. Read on to learn the six steps and the role of marketing in helping to build great sales teams. The First Step In Creating High Performing Sales Teams is Vision The first step in empowering a high performing sales team is to build a foundation with a vision of success. The sales team must have a clear goal in mind to maximize their interactions with their customers. This first step focuses and directs the sales mindset in pursuit of a greater goal. Marketing’s role is to provide clarity on the company’s brand promise so the sales team can build their vision around their customer’s success. The Power Of Breaking Old Habits The next and most important step involves analyzing and breaking down current habits to cull out those habits that do not align with the vision. Once the old habits have been broken down, new and stronger habits must be built that better align with the vision. The marketing message must support the creation of new habits and developing consciously competent sales professionals. They should know what their responsibility is, how to execute, and be empowered and encouraged to practice, practice, practice. Building New Habits Now it’s time to focus on building new habits that align with the vision. This is also known as becoming a conscious competent. This point of the 6 step program is around the 21-day mark. Sales professionals need a lot of marketing support to enable them to use new approaches in order for them to become conscious competents. Disciplined Imagination: Capturing The Mind Of The Buyer The human mind lives in the past, present, and future at once. The best sales professionals are able to capture the imagination of the customer by asking the right questions and help the customer imagine the desired outcome. Disciplined imagination is the conscious act of asking the right questions at the right time and embracing the art of storytelling to guide the customer on their journey to success. The role of marketing is to provide the resources for the sales team to know which questions to ask in each situation and equip them with relevant stories that can align with the customer’s path. Model The Beliefs Of Others To Strengthen The Sales Message A high performing sales and marketing team will look to model the beliefs and practices of other highly successful people and companies. The goal for each sales professional is to apply their own style to the modeled belief to create their own unique approach while leveraging a consistent message that represents your brand’s promise to the customer. Leaders should empower their sales teams to connect with their why and the experiences that make them unique so that their approach falls within their strengths and aligns with the vision. Marketing should provide vaulted content that is branded and relevant to the buyer’s journey, but customizable to empower the sales teams to play to their individual strengths. Operate In Intelligent Risk And Become Comfortable Being Uncomfortable The messaging is solidified, the processes are in place, training has been completed, and the sales professional is prepared and confident in their role. Success is the ability to confidently adapt in any circumstance and take intelligent risks in any situation. The messaging provided by the marketing team should allow the sales professional to adapt as needed to confidently respond to any objection while taking intelligent risks. Upon completion of these 6 steps across the 45-day challenge, the team has been prepared for success and it is up to them to continue to practice and develop their skills and mindset. The partnership between sales and marketing is a necessary ongoing process that fosters the creation of the best high performing sales teams. In fact, 91% of top performing sales organizations collaborate well with marketing. If your Marketing team is looking to make a measurable contribution to your sales team’s success, focus on building a collaborative relationship with Sales. Featured on This Episode Connect with Meshell on LinkedIn Meshell on Twitter: @MeshellRBaker National Association of Sales Professionals G2Crowd Sales Statistics Outline of This Episode [1:41] Why these 6 steps are important for marketers to use and embrace? [2:36] Who is Meshell and what is the National Association for Sales Professionals? [3:55] Build the foundation of the new strategy by creating a vision for success [4:56] Complete an analysis of habits and assess the misalignments between the new vision and the old activities [8:16] Build new habits to become consciously competent to reach success [10:36] Use disciplined imagination to ask the right questions to help the customer imagine the outcome [14:19] Model others beliefs and adapt to one’s own style to create a unique message [18:24] Implement steps 1 through 5 and be comfortable being uncomfortable [20:13] How marketing can show sales the way to flex and adapt to objections from customers and build confidence [21:12] Bernie’s summary of the conversation with Meshell [26:15] 91% of top performing sales organizations collaborate across sales and marketing departments and create a “We” attitude Resources & People Mentioned Attend the Brightcove PLAY event May 14 – 16, 2019. Visitwww.play.brightcove.com to get all of the details. I’ll be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: playpc2019. 91% of top performing sales organizations collaborate well with marketing The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr   Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Bernie’s guest on this episode is Darryl Praill, CMO of VanillaSoft, a Sales Engagement platform that provides sales and marketing teams tools to more efficiently engage, qualify and close the sale. Darryl is a passionate guy who has strong and informed opinions about the role of marketing. On this episode, he provides a clear picture of the evolving role of the Chief Marketing Officer, how it came to be the huge responsibility that it is, and even peeks into the future with his predictions of what is likely to happen for CMOs as time goes on. Don’t miss this episode. Attend the annual Brightcove PLAY event May 14 – 16, 2019. Visit www.play.brightcove.com to get all the details. The content at Brightcove PLAY is content you won’t find by searching online. When you attend PLAY, You’ll leave the event with a solid understanding of how organizations similar to your own are tackling video challenges and moving their business forward. Bernie will be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019 What IS The Role Of The Modern CMO? There are many things you could say about the work the CMO of today does to contribute to the success of their organizations, but Darryl says they really boil down to two priorities. ROLE ONE: Lead generation The CMO is responsible to significantly contribute to the sales pipeline in real, tangible, measurable, and substantive ways. ROLE TWO: Awareness Today’s CMO is responsible to create awareness of his/her brand and the solution it provides to buyers. That is achieved through a variety of means - content, influencers, press, analysts, social proof, targeted advertising, review sites, and more. The CMO must be a SPOKESPERSON who portrays the brand accurately and in a compelling way. This reduces the feeling of risk buyers have when considering a purchase. Why Is A C-Suite Level Marketing Executive Needed? Gone are the days when marketing and sales were two separate islands. So much has changed in the sales environment that demands an integrated approach between marketing and sales. Organizationally, the head of marketing now owns the marketing and sales technology stack (aka - tech stack). This happened out of necessity and the sales department has gladly given the responsibility to the marketing team in most cases. That puts marketing in a place of significant influence and importance. The marketing team is the keeper of the data with reporting responsibility for what leads are qualified, converting or failing to meet the qualification criteria. Marketing has become a structured, methodical, repeatable, transparent, measurable discipline. The CEO, CFO, COO, investors, and Board of Directors all love that marketing has evolved into a measurable function. For these reasons, a CMO has become imperative in the modern B2B organization. Should The Modern CMO Have Sales Experience? Darryl’s belief is that anyone serving as a CMO today needs to have at least some sales experience. Why? The integrated way that marketing and sales work in companies these days demands it. The CMO must understand the motives, thinking, objections, and requests the sales team is likely to make of them. It’s therefore highly beneficial for the CMO to have experienced rejection as a salesperson, to have had to refine their sales message on the fly, to have empathy for having a quota staring them in the face each quarter, and to have felt the pain of missing quota, as well as the excitement of closing sales. All of this not only enables the CMO to understand what the sales team is going through day to day, but it also gives the sales team reason to respect the CMO. How Does The CMO Build And Retain A Competent Team? The modern CMO is responsible for overseeing everyone on their team from junior marketers to a data scientist. How do they go about finding and keeping such a wide variety of individuals? Darryl says it comes down to how the CMO interacts and engages with the people on his/her team. Communication must be open and respectful The CMO must also understand that they can positively influence the career trajectory of those on their team. And they need to understand that most team members will likely evolve their careers to another company To foster loyalty, the CMO must create an environment where the team can be forthright and open Perhaps most importantly, the CMO must treat the team like the adults and professionals by holding them accountable for outcomes, not time in a chair or behind a computer screen Today’s CMO Could Be The CEO Of The Future Customers are increasingly able to research and make buying decisions themselves with greater ease. The impact on sales is significant. In many cases, sales is becoming more of an order-taking and customer experience role than an actual sales role. Currently, only one-third of sales development teams are reporting to marketing, and Darryl predicts that number will increase to two-thirds within 5 years. When that happens, the CMO role will evolve to a Chief Revenue Officer in addition to existing responsibilities. Darryl believes that will put more CMOs in a position to move into the CEO role. He believes it to be the most logical choice since they understand the data that drives customer decisions and how that data impacts the type of messaging the organization needs to win and keep customers. This fabulous conversation between two CMOs - both with significant sales experience - will help you think about the evolution of the modern CMO in light of what’s happened in the industry and what is still to come. Don’t miss it! Featured on This Episode Darryl on LinkedIn Twitter: @OHpinion8ted Instagram: @DarrylPrailll Darryl’s Podcast: Inside Inside Sales VanillaSoft Outline of This Episode [2:13] The place VanillaSoft plays in the marketing and sales workflow [3:55] What is the role of a chief marketing officer? [6:22] Why does the role of CMO even exist? [10:43] Should the modern CMO understand sales or need sales experience? [18:00] How does the CMO strategize on building and retaining staff? [24:32] Darryl’s view of the evolution of the CMO role Resources & People Mentioned Attend the annual Brightcove PLAY event May 14 – 16, 2019. Visit www.play.brightcove.com to get all the details. The content at Brightcove PLAY is content you won’t find by searching online. When you attend PLAY, You’ll leave the event with a solid understanding of how organizations similar to your own are tackling video challenges and moving their business forward. Bernie will be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019   The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Are you connecting to your buyers with video? Whether or not you are, this episode is one you should be sure to listen to. Bernie’s guest is Sara Larsen, CMO of Brightcove - Frost & Sullivan’s Global Company of the Year and Leader in 2018 Gartner's Magic Quadrant for Enterprise Video Content Management. Brightcove specializes in video content management and delivery so whether you’re just starting out with video or building your brand around it, Brightcove empowers you to scale as you grow and promises zero growing pains. In this conversation, Bernie and Sara talk about the ways brands are using video to reach out and engage their target market, to highlight customer stories, and to make a human connection with those in their audience. Sara also shares a way you can attend the upcoming Brightcove PLAY event via a discounted rate. Be sure to listen to get all the details. Attend the annual Brightcove PLAY event May 14 – 16, 2019. Visit www.play.brightcove.com to get all the details. Bernie will be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019 How Are Brands Reaching Out To Customers And Followers With Video? There are many lessons to be learned by watching what the big brands are doing with video and other marketing tools. Bernie asked Sara what she’s seeing as brands use video and she shared a wide variety of approaches. Marketers are using video to find the right people at the right time Entertainment production companies are using video to get more subscribers to their programs Publishers are working with video to create a stickier website experience and connect better with their audience In these and many other use cases, Sara says the consistent theme is that these brands need a great way to connect with their audience. Video is their medium of choice because it’s the only content format that uses eyes and ears to make an emotional connection with people. Listen to learn from these great examples! Challenges To Building A Video-Based Connection With An Audience Naturally, no brand or marketer can jump right into video creation and effective distribution. There is a very real learning curve and technological hurdle to overcome. But Sara points out that the tech challenges are less formidable as the tools now available are smarter and easier to use. That means there is more time to focus on telling great stories, which is what is at the heart of using video well. The real challenge is to stay focused on that objective. In Sara’s mind, we are still in the early days of using video among corporate marketers. There is a lot that has been learned but much more that is still to be discovered about how to use the medium effectively. But it’s a medium brand marketers are starting to understand better. During this conversation, Sara highlights many of the approaches Brightcove customers are taking that are getting great results. How The Brightcove PLAY Event Can Help You Breakthrough With Video Many brands already know that video is one of the most powerful mediums to use in order to make human connections with customers and prospects. Sara believes that now is the ideal time for content marketers and brands to embrace video more than ever before. Brightcove is hosting it’s 9th Brightcove PLAY event in May of 2019 and it is a “must attend” event for those looking to get into video marketing or to take their video marketing to the next level. The event will highlight Brightcove customers who are getting great results from their use of video, and many themes will be laced throughout the event sessions. Some of them are… How are we better able to make true human connections with video? Where are we seeing new approaches and who are the trailblazers we can learn from? How can attendees become the Mavericks and evangelists of the video space? Bernie will be presenting at the event on May 15th on the topic of how salespeople can use video to engage the modern buyer to stand out from the competition. If you attend Brightcove PLAY, you will leave with actionable ideas, tips and best practices to leverage video to build a following and engage your customers more effectively. You’ll have plenty of food for thought regarding whether you should insource or outsource your video production, you’ll understand the learning curve surrounding video implementation, and you'll understand how to use video analytics tools well so you can measure effectiveness and maximize your efforts. Don’t miss this episode with Brightcove CMO Sara Larsen and don’t miss the Brightcove PLAY event May 14 - 16, 2019. Be sure to get your 20% discount when you register using code: PLAYpc2019 ! Featured on This Episode Connect with Brightcove CMO Sara Larsen on LinkedIn Sara Larsen on Twitter: @SaraLarsen Brightcove’s PLAY 2019 Event Outline of This Episode [1:15] Who is Sara and Brightcove and why do they focus on video? [2:42] The most common ways brands are using video [6:35] The challenges of using video as a brand [13:40] The Brightcove PLAY event: What to expect [20:09] Bernie’s recap of the conversation with Sara [25:27] How you can get a discount on the event Resources & People Mentioned Attend the Brightcove PLAY event May 14 – 16, 2019. Visit www.play.brightcove.com to get all the details. Bernie will be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019 Content Marketing Institute - Top 3 Types of Content Used By Marketers The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Account Based Marketing is by no means a new topic to marketing professionals. But the advent of new technologies makes the ABM process potentially more effective - if we know how to integrate the proper tech and mindsets into our strategy. On this episode, Bernie speaks with Sydney Sloan, CMO of SalesLoft. Sydney brings a wealth of experience to the conversation, including a prolong at Adobe. In this conversation Bernie and Sydney discuss the 5 Pillars of an effective modern ABM strategy. Listen to learn how to know your customer, tier account priorities, integrate tools and technology, execute as one team, and then land and expand. This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to http://Zubtitle.com/Vengreso to get started. PILLAR ONE: Know Your Customer Anyone listening to this episode has at least some understanding that an account based marketing (ABM) strategy is a viable approach to find new customers. Once that decision is made, the first goal is to establish your ideal customer profile and create a list of target accounts. There is so much information out there that allows you to identify potential customers. You want to consider the industry companies are in, the problems they are solving, the tech they may need, and more. Sydney says this kind of data can be used to identify and score potential organizations. Once you do, you have your initial universe of target companies. Next, you need to score those accounts using things like intent, online activity, the level of engagement people within those accounts are having with your company. Obviously, this requires essential pieces of technology in your tech stack that can be used to draw in and integrate the data in useful ways. Sydney highlights the tech needed and how to use it effectively, on this episode. PILLAR TWO: Tier Your Accounts And Set Priorities In the SalesLoft approach to account based marketing, tiers are set to enable the team to recognize the priority targets among the many that are on their ideal customer list. They have established tier one, tier two and tier three accounts. This helps the team (marketing and sales) stay on the same page in terms of effort and strategy for each account on the list. Sales and marketing work in tandem to create the list and ensure the tier rankings are set properly. The tiers are used to inform how the team implements a variety of actions that Sydney refers to as, “care, nurture, feeding, and growing each of the accounts.” It’s the process of bringing prospects along, guiding them through their own unique buying journey through engagement, interaction, and the provision of great resources that help them come to buying decisions. The goal of this first stage is to eventually set a meeting where that prospect can meet with a member of the sales team. But the ABM process is far from over when an appointment is set. It’s used to manage and track the entire customer journey experience. Sydney says, “We have a monthly meeting where we check in to review status on accounts, engagement levels on those accounts, and (we) are investing our time and budget jointly (between sales and marketing) on making sure that we're doing right by those customers.” PILLAR THREE: Integrating Tools And Technology Effective, modern ABM is predicated on using tools and technology the right way. That’s where the SalesLoft team really shines. In your case, you probably already have your CRM system, but you also need a tool that's going to help you identify levels of engagement with customers. It should be a tool that pulls in data from the open web so you can start to map the companies out there that are looking for what your company provides. That tool will then serve up ads that are going to warm up those accounts. As you can see, it's that combination of customer intent and your efforts at driving awareness to those target accounts that provide the greatest opportunities. The SalesLoft team invests in LinkedIn as well as other networks to surround potential accounts with awareness of the solutions SalesLoft provides. Additionally, they also offer them relevant content based on their profile, to draw them in. In Sydney’s mind, a great marketer can warm up a prospect and build awareness so that when sales reaches out, the buyer is already aware of SalesLoft and how they solve problems like theirs. PILLAR FOUR: Executing As One Team When you think about the complexities around B2B selling today, the process the customer goes through continues to expand. A sales organization might have 15 to 20 people involved in one deal or sales cycle. How do you make sure that everybody is informed and that everyone continues the dialogue with buyers in a consistent and strategic way? One way the SalesLoft team does it is by recording every interaction. It could be phone conversations, or email exchanges, or meetings - but these interactions are recorded so everyone involved is equipped to understand the entire sales cycle for that buyer. It’s data that needs to remain front and center for anybody that's involved in engaging with that account over the lifetime of the account. This enables the sales organization to better know how to align its teams to best serve that customer. Integration on this scale can only happen with an intentional focus on data collection and management in a way that is accurate and usable - and that requires the right tools. PILLAR FIVE: Land And Expand - With A Different Mindset It's easier than ever for customers to switch to a new provider, so your team has to work just as hard to maintain existing accounts as it does to acquire new ones. Sydney uses the term “land and expand” to explain the dynamic of building a relationship and a broader base of services with customers once they are initially secured. In her words, “I have the opportunity to serve this customer. My goal in life is to make them wildly successful. So that expands within their account, they continue to get more and more value from that. We build a long-standing relationship with that customer to the point where - when somebody on the customer’s team leaves that company to work someplace else, they bring SalesLoft to their new company because of the relationship that we've been able to establish together.” The point is to develop a long-term customer relationship, to cultivate it and serve the customer in a way that exceeds their expectations. As marketing and sales teams work in tandem, this is the point where you must figure out where that next step in the process is for that customer, where can you create the opportunity to expand and deliver more value to them? Featured on This Episode Sydney Sloan on LinkedIn Sydney on Twitter: @SydSloan SalesLoft Outline of This Episode [1:38] Who is the team at SalesLoft? [3:49] What IS modern Account Based Marketing? [5:39] How can marketers get to know their customers in today’s digital environment? [7:39] Tiering accounts for better management and prioritization [10:08] Selecting your tools and technology wisely [23:10] The final step: Land and Expand[ Resources & People Mentioned This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to http://Zubtitle.com/Vengreso to get started. The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts As marketing professionals, it’s important that you think far beyond marketing campaigns - your brand promise has to be front and center in modern marketing. Why? Because your brand is what informs all the other marketing efforts you implement. To gain practical insights into this topic, Bernie invited Armen Najarian to join him. Armen is a 15 year Silicon Valley marketing veteran who serves as CMO at Agari, a company that makes it safe to open everything that comes into your email inbox. Among the first things he did after joining the Agari team was to lead the charge in rebranding the company in order to more effectively differentiate themselves in their market. In this episode, Armen explains why brand marketing must be integrated with the other demand generation vehicles already in place to make the most of your opportunities and stand out in your industry. Join Bernie and Amen on this episode of Modern Marketing Engine. This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to http://Zubtitle.com/Vengreso to get started. Does Your Brand Have A Promise Statement? Are you familiar with the idea of a “brand promise?” It’s a statement that encapsulates what your company provides in a compelling way that promises customers a very specific outcome. For the Agari team, their brand promise is “Giving you the confidence to open, click, and trust everything in your inbox.” It’s worth the effort required to refine your brand promise. When you have it simply, but powerfully stated you’ll address the exact need your ideal customers have. But don’t try to create it in a vacuum as an isolated marketing team. It has to be fashioned in coordination with the executive team, partners, customers, and team members to ensure it resonates exactly as needed. Listen to learn how to better implement brand marketing for your organization. What Does It Mean To Invest In Your Brand? Investing in your brand has to do with clearly communicating the why and what of your company in ways that elevate your company profile and highlight your sterling reputation. In order to do it right, your company not only has to invest in the process financially, you’ll have to dedicate some time to get clear on why you do what you do, how you will go about communicating that to your team and customers effectively, and how you will integrate it into everything you do. Armen explains how he led the charge to do those things at Agari - from determining how the company is changing the world, all the way to the color schemes of visual branding and brand promises. Listen to learn how the Agari team brought it all together and gain insight into how you can do the same in your organization. The Single-Most Important Attribute Of A Brand Is Its Reason For Existing Armen says that even though he’s a marketer who loves his product and is happy to talk about what it does and how it serves end users, he has come to see that the halo above the product is why his company exists. It’s not only about the product, it’s about the mission the business is on and how it is making the world a better place. Ultimately, customers want to buy from companies they believe in. It's the brand mission that gives them reasons to believe in the company. Agari’s mission is to protect digital communications to ensure humanity prevails over evil. There is nothing in that bold statement about the product, its capabilities, or its features. It's only about their motives as a company. Armen says this is a step that often gets overlooked because it’s easier to talk about how you do what you do. Armen’s encouragement for anyone who wants to start up their brand marketing efforts is to start with the “why.” In his words, make it clear enough “that your Grandmother gets it.” How To Bring Brand Marketing To Life For Your Organization Mission statements are traditionally designed to be internally focused, but in recent years those messages are being focused externally. Armen explains how the Agari team has placed its mission statement front and center, not only in the minds of their team members, but in their exec overview decks, on their website, and more. It’s not words that marketing has put on paper, it’s a mission that the entire team buys into and integrates into their own stories as they interact throughout the company. Naturally, that means the visual expression of the brand is also constructed in a way that supports the brand narrative clearly. Additionally, the hashtag #TrustYourInbox is commonly used to support the brand messaging on social media. Why It’s Important To Promote The Brand Internally The employees, executive team, and board of directors at Agari have latched onto the new mission statement wholeheartedly. Everyone on the team now describes themselves as a “mission-driven business.” It’s an important aspect of what makes up the fabric of how the company operates. When the brand mission is integrated to that degree, it’s naturally disseminated in the product the team delivers. Do you see how important it is to implement a mission for your organization? More so, can you see how morale, productivity, and overall effectiveness can dramatically improve when everyone is on the same, mission-focused page? Listen to hear more ideas taken from Agari’s implementation of their brand mission and brainstorm the changes you need to make in your organization. Featured on This Episode Agari - Armen’s company Armen Najarian on LinkedIn Armen Najarian on Twitter: @ArmenNajarian Outline of This Episode [1:40] Who is Armen and what does his company Agari do? [4:07] The “why” of your brand is the single-most important thing [6:11] How to communicate the “why” behind your brand [9:26] Armen’s example of a brand platform and brand promise statement [12:20] Integrating the brand promise into every communication avenue [13:10] The brand purpose is what enables you to stand out in your industry Resources & People Mentioned This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to http://Zubtitle.com/Vengreso to get started. Armen’s LinkedIn article about demand generation Momentum Cyber The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts For years Marketing and Sales have been complementary but isolated departments. There was no reason for them to function in any other way. But the world has changed - business has changed. With the rapid evolution of digital technology, business cycles are more complex and buyers are more sophisticated. Organizations who thrive in the world of digitally engaged customers are those that adapt to the buyer’s behavior by marketing, selling, supporting and delivering a great customer experience leveraging digital engagement. Chris Sikora is Vice President of Marketing for Strategic Enterprise and The Public Sector at CenturyLink. Chris has more than three decades of sales experience in the telecommunications industry. His background in sales uniquely equips him to help with the digital transformation journey the company is making - and it’s not a small undertaking for CenturyLink with 55,000 employees. He's been working diligently to equip his marketing and sales teams at CenturyLink to use digital tools to be effective at reach, engagement, and building sales pipeline. CenturyLink is a global telecommunications company and provider of technology solutions with IT, hosting, managed services, connectivity, cloud and security solutions for global enterprise customers. The company has customers in more than 60 countries and has an intense focus on the customer experience. Listen to hear how Chris is equipping his marketing and sales teams to embrace digital tools to reach and engage their customer - and the results they are experiencing. This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to http://Zubtitle.com/Vengreso to get started. When The Marketing & Sales Gears Turn In Isolation, We Have A Problem When Chris took on his current role at CenturyLink, the structure of the business was very traditional. The marketing department did its thing and the sales department did its thing. Chris had spent enough time in a modern sales environment to know that had to change. The reason is that the modern B2B buyer is more educated about products and services they need, so marketing and sales need to work in tandem more than ever to gain the customer's attention, earn their trust and keep it. Listen to this episode to hear how Chris is leading the way as the CenturyLink team has changed its approach to both marketing and sales with a digital first mindset and strategy. The integration of social media, LinkedIn, social selling best practices, digital advertising and more are enabling salespeople at CenturyLink to be digital first and produce impressive results (see below). Sellers Need To Be Teachers And Guides To Customers The buyers that are considering the products or services you sell know almost as much about them as you do - from internet searches, from your company website, from reviews, blogs, downloadable content, comments from peers, and from friends or associates who may have used your product or service. They don’t need you to “sell” them, they need you to listen and to field their specific questions relating to their needs. Chris says that one of his biggest goals in leading digital transformation at CenturyLink is to help sellers become teachers and guides to buyers. Sellers have to understand their buyer’s journey and learn to provide resources they need in order to make buying decisions. On this episode, Chris explains the impact of social selling training his teams received from Vengreso to make them more effective at buyer engagement and through a digital first approach. A “digital first” approach to marketing and selling means many things. But primarily it’s about utilizing digital tools and online platforms to engage in a helpful way with the people who are potentially looking to buy your product or service. One of the things Chris’ team learned is the value of well-written profiles on LinkedIn, Twitter, and other digital platforms. The training taught them how to use those platforms to build their personal brands as representatives of the company. This powerful strategy opened the door to greater effectiveness as a sales team. Listen to this episode to hear how Chris’ team is doing it. Do You Know How To Address Customer Problems From A “Digital First” Mindset? A “digital first” approach to marketing and selling means many things. But primarily it’s about utilizing digital tools and online platforms to engage in a helpful way with the people who are potentially looking to buy your product or service. One of the things Chris’ team learned is the value of well-writtern profiles on LinkedIn, Twitter, and other digital platforms - then they learned how to use those platforms to build their personal brands as representatives of the company. This powerful strategy opened the door to greater effectiveness as a sales team. Listen to this episode to hear how Chris’ team did it. RESULT: 83% More Digital Engagement By The Marketing & Sales Teams As Chris’ team at CenturyLink was trained to work more effectively in the digital realm, they adopted the mindset needed to make an impact. They understand from their own lives as consumers how digital is changing the way people buy - including business customers - and how those changes in buyer behavior apply to reaching and engaging CenturyLink enterprise customers. Their change in approach has enabled them to connect with prospects and buyers more effectively. Chris shared statistics measured since the Vengreso social selling training was delivered. They’ve experienced a 42% increase in the use of tools among their team, a 50% increase in reach, and an 83% increase in digital engagement. Their approach has changed from random acts of social selling to a regular cadence of digital engagement. And, it’s having an impact on business results. Learn more about how the team at CenturyLink is experiencing digital transformation internally while helping their own customers on their digital transformation journey. On this episode, Chris Sikora explains how their digital first mindset is enabling the marketing and sales team to deliver a great customer experience from prospect to closed-won and beyond. Featured on This Episode Chris Sikora on LinkedIn CenturyLink CenturyLink Digital Business Transformation Outline of This Episode [1:16] Introduction to Chris and the work he does at CenturyLink [4:20] The ongoing evolution from classical marketing to digital marketing [9:22] Transforming marketing and sales in the overarching scope of the company [10:49] The impact of the changes on the sales organization [17:26] A bridge from internal transformation internally to external change [17:49] What Chris sees ahead as they continue their digital transformation Resources & People Mentioned This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to http://Zubtitle.com/Vengreso to get started. CSO Insights 2017 Study CSO Insights 2018 Study Salesforce The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://twitter.com/mmenginepodcast   Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   The modern business landscape has changed - and that change is constant. It's imperative that business leaders, sales professionals and marketing teams lead the way in getting stuff done effectively. This episode features Alex Shootman, CEO of Workfront. Workfront is considered by many to be the first modern work management application that connects enterprise work, collaboration, and digital content into an Operational System of Record (OSR). As CEO, Alex drives the overall strategy, vision, and execution of the company, ensuring that Workfront is a dedicated partner in helping its customers transform the modern work experience. Alex is the author of a new book titled "Done Right," which is the main topic of this episode. The book is an interactive roadmap for next-generation leaders who need to get things done - from setting strategy to stakeholder buy-in to navigating roadblocks and taking action to get stuff done. This podcast show is about modern marketing, so Bernie wanted to dig into the specifics of the role of the modern marketer in the ever-changing business environment. Alex says that marketers have the opportunity to be leaders in modern business transformation. Specifically, he says that marketers need to come to the table with business acumen so that they can play a critical role in everything from product creation to product delivery - and directly impact the bottom line. Join Bernie and Alex for this conversation to gain insights into the things that make marketers - and all stakeholders - an indispensable part of the modern business. Learn Powerful Lessons From The Masters Of Modern Work In writing his book, “Done Right,” Alex made it his goal to glean the best practices for getting things done from 30 of his customers who have a track record of getting things done in spite of the complexity of their organization or business environment. They were asked, “How do YOU get things done?” Alex considers their responses to represent the best-practices in a modern company with a workforce that is engaging in digital transformation. Each chapter in the book is a principle learned from these “Masters of Modern Work” with accompanying stories and actionable artifacts at the end of each chapter readers can use to take action. Can you imagine how helpful those responses can be to you? Join Bernie and Alex for this great conversation! How Marketers Can Become Heroes In The Modern Business Marketing professionals can be right in the middle of their company’s digital transformation. How? By contributing to revenue. It’s a tall order, but one that Alex explains, on this episode. Modern companies that are transforming to work within the new digital environment need to communicate with customers in personalized, relevant, and consistent ways. Marketers can take a central place in making that happen by working alongside product, technology, sales/distribution and customer service teams. The reason the marketing team plays such a pivotal role is because they understand the customer. When the modern marketer shows up with good business acumen, he/she is stepping up to drive the business forward through workplace initiatives that call for effective use of the principles Alex outlines in his book Done Right. Modern Business Leaders Must Be Able To Effectively Communicate A Clear WHY When asked for his final thoughts on this podcast episode, Alex Shootman says that the main thing modern business leaders need to embrace is consistently and effectively communicating the REASONS behind why they exist as a company. A clearly articulated vision of WHY - to employees, the Board, the customer, and anyone who comes in contact with the company - is the most important factor in motivating people to getting things done. You really need to listen to this podcast episode. Alex gives us a glimpse of the insights from his conversations with 30 of the most effective business leaders whose practices form the basis of his inspiring book “Done Right.” Featured on This Episode Alex Shootman on Linkedin Alex on Twitter: @Shootman Workfront - the company where Alex serves as CEO www.DoneRightBook.com BOOK: Done Right Outline of This Episode [1:16] Why Bernie invited Alex Shootman, CEO of Workfront to be on the show [3:14] The question that inspired Alex to write his book: How do you get things done in the modern work environment? [4:34] Who are the masters of modern work? [7:58] How does the modern marketer benefit from reading “Done Right?” [12:36] Practical helps that come directly from the book: Digital Artifacts [14:11] The collegiate curriculum at Eccles Business School derived from the book [16:57] The kind of response Alex is receiving from readers of the book [22:51] THE most important thing: Communicate your WHY clearly Resources & People Mentioned Salesforce Workday Paige Erickson Dean Randall, Dean of the Eccles Business School The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.facebook.com/socialbusinessengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://twitter.com/sbengine Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.
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