DiscoverModern Marketing Engine podcast hosted by Bernie Borges
Modern Marketing Engine podcast hosted by Bernie Borges
Claim Ownership

Modern Marketing Engine podcast hosted by Bernie Borges

Author: Bernie Borges - Host of the Modern Marketing Engine Podcast

Subscribed: 794Played: 9,550
Share

Description

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.
277 Episodes
Reverse
Subscribe to Modern Marketing Engine on your app of choice In a global marketing campaign, is it possible to focus on Brand Messaging and Demand Generation at the same time? The team at Nutanix has pulled it off incredibly well in their 2018 “Freedom” campaign and now in their new 2019/2020 “All Together Now” campaign, which launche in October 2019. The Nutanix brand focuses on bringing siloed technologies such as computing, storage, virtualization, and networking into an integrated single software stack that can operate on just about any hardware. Their goal is to bring siloed technologies and siloed teams together. This episode features Julie O’Brien, Senior Vice President of Corporate Marketing for Nutanix. Bernie and Julie discuss the road from the Freedom Campaign into the All Together Now Campaign with an eye toward unpacking how the demand generation side of the equation is integrated into the campaign in a way that stays true to the brand’s promise in clear and concise ways. You’ll hear how the campaign was intentionally created to be outside the creative norm for their industry, about the marketing assets they are using to create the campaign's public messaging, and how they've trained their team around 3 specific sales plays which have set them up to reap the rewards of all their hard work. Listen now! “All Together Now” Is Outside The Creative Norm In Its Marketing Approach In conceiving the new campaign for 2019 and 2020 the Nutanix team desired to focus on the core of their brand promise - simplicity, choice, and delight - but to also tell the brand story in a differentiated and fun way that communicates their technology solutions. This meant they would focus their team on three key sales plays and roll them out to their sales organization in a way that stays consistent with their brand promise. The, “All Together Now” campaign is aimed at communicating the desire to break down silos so that teams within companies can truly work together. The Nutanix creative team decided to communicate that message using people to personify the tech and apps in the cloud that are part of their solution. This makes their messaging fun, human, and relatable. They also used eye-popping colors which are very different from typical enterprise marketing and advertising campaigns. To wrap it all up nicely, they created an “anthem” for the campaign from the old song by The Turtles, “Happy Together.” As you can tell, the All Together Now campaign was masterfully thought out and put into action methodically and carefully. Listen to hear more of the details from Julie and to consider how you can approach your next campaign with similar creativity. A Global Campaign Comprised Of Many Facets to Generate Sales Pipeline  Julie explains how this campaign has hefty sales pipeline goals and how her team is attributing contribution to pipeline. The campaign tells the story of the three-stage journey the Nutanix team sees their customers going on in their journey with Nutanix. First, they build a private cloud as the core foundation. Second, they run their own apps on that foundation. Third, they build an environment where the best of the technology from their private cloud is merged with the public technology cloud where and if it makes sense. To communicate that journey in an effective marketing campaign, the team used many assets and resources. Digital paid media Retargeting Takeovers in key publications/sites where their customers go Surgical out of home placements Opportunities where buyers are, but the company is not (like trade shows - Julie calls these “guerilla marketing takeovers”) ABM micro-targeting where their top 50 customers are located And broad demand generation such as webinars, direct mailers, and other “meeting makers” How To Be Brand-Centric And Demand Generation Centric At The Same Time Julie says that the Nutanix global marketing organization has grown into the stage it is in now - able to execute a far-reaching global campaign that has measurable impact on sales pipeline. But it hasn’t always been integrated in a way where global demand generation activities were synchronized globally. The learning curve the team has been on has enabled them to learn what works and what doesn’t - and to modify their approach on the fly when necessary. Three different sales plays were organized, resourced, and rolled out to both inside and outside sales teams long before the campaign launched. Everything from customer-facing presentations, call scripts, channel enablement, and the overall marketing blitz (direct mail, digital, webinar series) had to be aligned with both the brand’s identity and the demand generation needs of the organization. What Kind Of Team Does It Take To Do Such An Effective Campaign? The Nutanix global marketing team responsible for planning and executing this impressive campaign is in the range of 200 people, under Julie’s leadership. They are able to pull in sales, customer support, and marketing professionals from their entire global workforce to advise about various aspects of their customer’s needs. They also engaged agencies for help with many aspects of the campaign.  Are there ways you can take a similar approach with a smaller team and fewer assets? Absolutely. Julie says… “The best ideas often come from inside the company… you probably have the creativity within your own walls now. Who are the people you can bring into a meeting room, close the door, and riff on a whiteboard what your demand generation goals are, what your brand value proposition is, and how you can bring that together and be smart about the resources you have. That might be bringing someone in from inside sales, bringing in someone from product marketing, and bringing in someone from your customer support team who is talking with customers every day.” Julie's advice goes on to include budgetary constraints and more. Be sure you listen to this in-depth conversation to learn more about the Nutanix All Together Now global campaign! Featured on This Episode Nutanix - where Julie serves as SVP of Corporate Marketing Julie on LinkedIn Julie on Twitter: @JulieAObrien The Nutanix All Together Now video: https://youtu.be/WUMmCb4dgn0 Nutanix on LinkedIn Outline of This Episode [1:06] Introduction to Julie O’Brien, SVP of Nutanix and her company’s vision [3:03] What is a hyper-converged infrastructure? [4:59] The current “All Together” campaign Nutanix is running: What is it about? [6:52] What goes into a Nutanix global campaign? [9:20] Blending branding and demand generation to great effect - how Nutanix does it [12:10] How the sales team was brought onboard for the campaign [18:02] The marketing team behind these great campaigns [20:00] Does the campaign change over time as it is running? [22:06] Advice for listeners with smaller marketing teams [28:35] Why it’s important to be as relatable as possible in spite of the technology Resources & People Mentioned “Happy Together” by the Turtles The Register TechTarget TechCrunch Grizzly Creative Agency 2 Rivers Video and Audio Production Oracle Open World Microsoft SQL Server The State of Digital Selling 2019 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 on your app of choice
Subscribe to Modern Marketing Engine on your app of choice How does a company with a premium offering, but little or no brand recognition, market to a universe of buyers who assume that solution providers are all pretty much the same? It’s not easy or simple, but thankfully there are companies out there demonstrating there are ways to to build brand equity and gain the attention you need to set up their sales team for conversations with qualified prospects. This episode features, Dean Nicolls, Vice President of Marketing at Jumio. Jumio as a company has found itself in the position described here - in spite of having won numerous impressive awards in its market segment. Dean speaks with Bernie about the ways he’s leading the Jumio marketing team to use PR, analyst relations, and sales enablement to elevate the profile of what the company has to offer as a premium brand. Unknown Premium Brands Build Reputation Through Education At Vengreso, we often say that modern sellers need to sell in ways that modern buyers like to buy through providing valuable content that demonstrates expertise and ability. Dean agrees with that approach. He says that sales is not about selling, it’s about educating.  The Jumio team works overtime to educate their ideal buyers about the challenges of their current approach to identity verification. Any brand who requires a user to register or sign up online - banking, consumer goods, etc. - can recognize the limitations or problems of their current identity verification solutions. Consequently, they are more willing to engage in conversations about how to improve their approach to minimize abandonment and improve the user experience. Listen to learn how you can use an educational approach to build brand equity for your company. Jumio’s 30/70 Split Between Brand Awareness And Demand Generation Dean says that Jumio spends about 30% of its marketing efforts and budget on building brand awareness. The other 70% is used for demand generation activities. The branding side of the split is of particular interest for marketers who find themselves fighting an uphill battle to gain the recognition their solutions deserve. How does Jumio do it? The company works with many PR firms that use a variety of strategies to get the company into the spotlight. Among those strategies are the publication of byline articles, trend jacking, and traditional press coverage when the company has a new product or rolls out an update. But there’s also emphasis placed on entering the company and its products into recognized competitions within the industry. Winning provides a natural way to gain wide-scale attention that puts them on the radar of their ideal buyers. Utilize Stories And Practical Tools To Empower Your Sales Team Success stories have a way of demonstrating product fit that are much more effective than slide decks and presentations. That’s because stories connect to the human beings involved in the buying equation, enabling them to picture themselves in the story, experiencing the solutions described. Dean’s marketing team has developed assets that enable the Jumio sales team to tell effective stories about their product’s positive impact on real-life customers. During this conversation, Dean also tells a story of his own about a big win the Jumio team has experienced through the creation of an online calculator. One member of the Jumio Latin America sales team made use of it in ways the marketing team didn’t anticipate and was able to increase his personal sales numbers to the point that other sellers on the team began to take notice. As you hear what happened through the creation of this easy to use tool you’ll recognize there are likely similar tools or resources your marketing team could create.  Find Champions On Your Team Who Can Empower Everyone Else Premium brands that succeed in penetrating their market do so as a team. They work together to increase the visibility and effectiveness of efforts across the board. One of the ways Jumio has been able to do this is through identifying marketing and sales champions who are excelling in their roles. These team members are invited to share their experience, to become role models for the rest of the team. They’ve discovered that just like their clients appreciate relevant stories, their internal teams appreciate the impact of real-life stories - and when those stories recount the successful experiences of co-workers, their enthusiasm for the Jumio brand value proposition gets amplified and effectiveness increases. Join Bernie as he invites Dean to reveal the careful thought and diligent work that goes into building brand equity for an unknown premium brand, on this episode of the Modern Marketing Engine podcast. Featured on This Episode Dean on LinkedIn Dean on Twitter: @Dean_Nicolls Jumio - where Dean serves as VP of Marketing Outline of This Episode [1:20] The challenge of getting noticed among premium brands [2:08] Jumio: Online identity verification - and Dean’s role as VP of Marketing [3:18] The needs of the customers that Jumio markets to (those with something at risk) [7:45] A not-so-well-known brand has unique challenges when it comes to marketing [10:31] The PR / Analyst balance to brand building [15:26] How can the sales team be enabled to meet the needs of modern buyers? [18:39] Challenges to telling better stories and how to overcome them [20:37] Collaboration is imperative between marketing and sales Resources & People Mentioned The State of Digital Selling 2019 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 on your app of choice  
Subscribe to Modern Marketing Engine on your app of choice Whether or not marketers should use the approach of gated content is a hotly-debated question. Should content be entirely free, or are there valid cases for gating content to ensure lead capture for your sales funnel? Bernie’s guest on this episode is James Kessinger, CMO of Hushly. James has spent his career in corporate marketing, product marketing, services marketing, field marketing, and partner marketing - leading both large marketing organizations and smaller teams. James has seen it all and in his role as CMO at Hushly, he is responsible for defining, building, and executing on all marketing, PR, go-to-market, and partnerships. On this episode, James shares his thoughts about whether or not there is a place for gated content in the modern marketing approach - and suggests there is a middle ground that marketers should be pursuing. What Are Good Reasons For Gating Content? When considering the choice to gate or ungate marketing content, it’s important to look at the pros and cons of doing so. James believes that providing content through a gated approach does make certain assertions to the website visitor - and that it provides certain things to the marketer: Gated content implies there is greater value to the content behind the opt-in form Asking for identifying information tends to generate higher quality leads This enables the marketer to better target those leads It also makes it easier to track marketing strategy and performance overall What Are The Cons When Gating Content? There is no doubt that everyone reading this has encountered an opt-in form when seeking to download content. But what is the typical effectiveness of that approach? James says that only 3% of people who begin to fill out a form convert to become a lead. He believes it’s because visitors to those opt-in forms are leery because they have filled out forms in the past and received content in return that wasn’t as valuable as they were led to believe. This leads to what James calls “form rage,” a resentful feeling that an opt-in form is required at all. From a marketing perspective, opt-in forms can become more trouble than they are worth. Those who do complete forms often provide fake information, which adds costs to the sales process to weed out fake content. James points out that it creates unnecessary friction to the marketing process on both the visitor and the marketing sides of the relationship. Listen to hear James elaborate on these points, as well as his comments about how mobile devices impact user experience and lead form completion. If You’re Going To Use Gated Content - Is There A Better Way To Do It? Do certain types of content do better in gated content scenarios than others? James says that video is a clear winner and communicates greater value. The opportunity to engage at a level that expresses personality and authenticity - which video provides - is always beneficial. He also explains that his practice is to ensure that anything beyond 3 pages in length is always behind an opt-in form of some kind. Those interested in such content prove to be more serious about the subject matter and thus, represent a closer match to his buyer avatar. He also mentions that much of the decision about whether to gate content or not relates to the role and experience of your targeted leads. Those with technical or high-level roles - engineers, developers, high-level marketers, and C-suite execs - tend to appreciate longer-form content that is appropriate for gating and will often opt-in to receive it, whereas those with support or administrative roles tend not to have interest in lengthy content that works well in a gated approach. Micro-Gated Content May Be The Answer In James’ view, you can give away valuable content and still get a lead out of it. He recommends using one box opt-in forms to make it easy for users to complete the form. What should that one box ask for? A business email address. The Hushly platform James uses can require a business email instead of Gmail, Yahoo, etc. before it will allow a download of any kind. The next step is to verify that the email address given is valid, which is part of the opt-in process. At that point, the email address record is enriched with the company’s minimum data requirements and human-verified against the person’s public LinkedIn profile. Once all of that is done, the data is added to the marketing automation platform via API to determine the appropriate next steps. Should the lead go into the nurture funnel? The sales enablement funnel? Or should it be sent directly to the sales team? Listen to this episode to learn whether gated content is right for your organization - or whether James’ suggested micro-gating concept will generate the quality leads your organization needs. Featured on This Episode James on LinkedIn James on Twitter: @JamesBKessinger www.Hushly.com - where James serves as CMO Outline of This Episode [1:02] James Kessinger, CMO of Hushly and his experience with gated content [3:51] For what reasons SHOULD we gate content? [7:27] What are the cons associated with gated content? [10:29] Is there a better type of content to use in gated content situations? [12:23] The right choice: Gated or Ungated? James does micro-gated content [15:35] What to do after microgating your content [17:22] Does microgating assume a “top of funnel” lead? Resources & People Mentioned The State of Digital Selling, 2019 Report GDPR California’s CCPA Statute Discover.org 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 on your app of choice
Subscribe to Modern Marketing Engine on your app of choice On this episode of Modern Marketing Engine, you’ll hear from Kelly Bousman, Senior Vice President of Global Marketing for AVI-SPL about the powerful role a Customer Advisory Board can play in your business. Kelly says that a Customer Advisory Board is one of the most direct and effective ways to listen to the voice of the customer. When you are able to understand the experiences of your key customers you can develop products and marketing and sales strategies that address real customer needs - both for existing and future customers.  VOC (Voice Of The Customer): Informs All Aspects Of Marketing Strategy The experience your customer has with your product or service is the most important source of data available to help you improve your offering and maximize your customer’s experience with your brand. When you are able to tap into the voice of the customer, you’ll discover answers to many pertinent questions: Is your brand relevant in your industry? Is your user experience design truly meeting customer needs? Is your lead generation targeting accurate? Are there brand advocates within your customer base you can identify? But beyond those things, knowing the voice of your customer helps you understand what motivated your customers to choose your solution in the first place and what challenges they may face in working with your brand. This will help you validate your purpose for them and align your offerings to their needs. As a bonus, you’ll also be able to more effectively align your marketing efforts with your sales team so you can provide tools and enablement services that are effective. A unique way to go about the discovery of this “voice of the customer” information is through the development of a Customer Advisory Board. Listen to hear how Kelly and the team at AVI-SPL did so - and the amazing benefits the CAB is providing them. How AVI-SPL Formed Its Customer Advisory Board AVI-SPL’s Customer Advisory Board is a formal organization containing members who serve in limited terms. Those members are chosen via an official nomination process and the board attends a regular cadence of official meetings. But that’s the mature version of the Customer Advisory Board. The journey to that stage is the interesting part. Five years ago, AVI-SPL began inviting key customers (Porsche, Boeing, MasterCard) to join their CEO on stage at their annual global sales meeting. Their goal was to help their sales teams understand the company's ideal customers better. In these “fireside chat” style conversations, customers shared not only their experience with the company so far but also future-looking insights. The AVI-SPL team knew from what they were hearing that they must use those insights to create even more value for their customers. That’s when their idea to form a Customer Advisory Board was born.  Kelly embarked on the research of best practices for launching and managing successful, customer advisory boards. Her research led her to an advisory firm – Ignite Advisory Services. She hired them to be her advisors in order to have third-party objectivity that would provide a more formal approach to working with their customers. Listen to hear how Kelly presented the Customer Advisory Board strategy to her company’s executives and got it approved - and how the CAB works practically - including how it grew to 20 members, conducts at least four meetings per year, and hosts a 1 to 2-day annual retreat. The Challenges And Benefits Of Managing An Advisory Board Of Customers You are probably already thinking that a Customer Advisory Board could be an extremely challenging group to manage and move forward in consistently valuable ways that high-level executives actually WANT to be part of. If so, you are right. Kelly says if you focus on what’s in it for the board members, you’ll stay on track. While the coordination is a job in itself, in her mind the peer networking that flows out of the CAB is the most significant benefit to the customers involved and makes all the effort worthwhile. Kelly’s team also works diligently to discover the common challenges and topics the customers need to address. They do this to create meaningful content that can serve as a framework for discussion around those topics. Any successful Customer Advisory Board must first offer value to its members before creating value for the host business.  How To Get Started With Your Own Advisory Board Kelly’s suggestion for developing your own Customer Advisory Board begins with the identification of customers who have a significant impact on your business. Those are the customers who are both benefiting from your offering the most and are able to give you the greatest amount of insight into how your solutions can improve or be evolved to help them drive their goals forward. Next, think of the kinds of conversations you’d like to have with those customers to more deeply understand their current initiatives and challenges. Once you’ve had a number of those conversations, develop a theme or mission from what you’ve heard and wrap that mission into a charter that lays out the operating rules. At this point, you’ll begin to invite members, conduct onboarding interviews to identify topics you can tackle together, and develop a cadence of collective problem solving and co-creation of new approaches. When you can frame involvement around addressing the challenges that your customers face and utilizing the insights and experiences of customer peers, you’ll have a much greater degree of buy-in and commitment. Take the time to listen to this episode - you’ll learn how you can implement these principles in less formal ways if your budget or resources don’t allow for a structure as formalized and consistent as what Kelly describes. You’ll also have your creative juices stimulated, which will enable you to see ways you can use your current customer interactions to gain valuable insights to improve your offering and maximize your customer’s experience with your brand.  Featured on This Episode AVI-SPL - Where Kelly serves as Senior Vice President of Marketing Kelly on LinkedIn Outline of This Episode [0:51] Introduction of Kelly Bousman, Senior Vice President, Marketing, AVI-SPL [2:42] What do we mean by VOC - the Voice of the Customer - and why does it matter? [5:29] Why AVI-SPI developed a Customer Advisory Board [11:12] The challenges of getting the CAB off the ground and making it successful [16:35] Are the insights you learn from your CAB are relevant across companies? [18:41] How you can begin a Customer Advisory Board [21:38] What to do if you’re not ready to form a Customer Advisory Board Resources & People Mentioned The State of Digital Selling, 2019 Report Ignite Advisory Services Cisco Webex / Teams Microsoft Teams Gartner Frost & Sullivan The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr h2>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 on your app of choice
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Marketing leaders across the globe have a challenging job - to help their marketing teams remain aligned with company goals and contribute to bottom-line results. It’s a tall order and one that is becoming increasingly more complex as technology saturates every area of business. For this episode of Modern Marketing Engine, Bernie speaks with Heidi Melin, Chief Marketing Officer at Workfront. She and the team at Workfront are enabling teams across all industries to do their best work. Listen to hear the findings of the 6th annual Workfront 2020 State of Work Report. Heidi and Bernie dive deep into one particular finding - that work is getting in the way of work - and discuss how to address it. Work Is Harder And More Complex Than Ever Before One of the obvious conclusions of this conversation is that the way work gets done has changed forever, and will continue to change as technology advances. There are more opportunities for optimization and integration than ever before - but with them comes the possibility of confusion, distraction, delay in meeting project deadlines and unfulfillment among staffers. The 2020 State of Work Report reveals 4 key themes Employees are engaged and want to make a strategic impact on the business Work is getting in the way of work (a recurring theme over the past 6 years) Technology can help - but it has to be the right technology Employees feel accountable, but not always aligned In this conversation, Bernie and Heidi dive into the most concerning of these issues - that work is getting in the way of actual work being done. Listen to hear Bernie and Heidi discuss how you can help your team overcome obstacles to real work so they can accomplish the things that really matter. How Is Work Getting In The Way Of Actual Work - For Marketers? The 2020 State of Work Report reiterates a trend that’s been happening for all six years of this report’s availability. Workers report that they are only spending 40% of their time doing the work they were hired to do. That means 60% of the time they are doing tasks that are not directly related to their job description. How can that be the case? Because workers are becoming consumed by tasks that are not vital to the primary focus of their role. What are the things that are taking up so much of their time? Wasteful meetings (driven by poor alignment mechanisms) Excessive email Excessive oversight Listen to learn how marketing leaders can address this startling trend. How Marketing Leaders Can Help Their Teams Do The Things That Matter  Marketing leaders can help their teams improve the quality and effectiveness of their work by directly addressing the 40/60 split explained in the 2020 State Of Work Report. They should begin by asking a simple question: How is work currently getting done in the organization? Heidi says that the work team members do needs to be viewed as a “Tier 1” asset and given the attention that goes along with that priority. It's an approach that will bring many things to light - the need for tier 1 work tools is among them. Listen to hear more! 5 Ways Marketing Leaders Can Improve The Quality Of Their Team’s Work  When you consider that 60% of the work getting done (including by marketers) is not directly related to the role workers were hired for, it begs the question what can marketing leaders do about it? Heidi suggests these 5 ideas… 1 - Improve goal setting strategies and practices 2 - Break your team into smaller, streamlined teams 3 - Increase specialization among team members 4 - Set realistic time limits for projects and prioritize to meet them 5 - Better manage workforce and workflow through better software and integrations Listen to hear how these suggestions can contribute to greater success with your team’s ability to get work done. You’ll also learn how you can download your own copy of the 2020 State of Work Report from Workfront. Featured on This Episode Workfront - Where Heidi Melin serves as Workfront CMO Heidi on LinkedIn Heidi on Twitter: @HeidiMelin Outline of This Episode [3:56] Why Workfront produces the annual “State of Work” report [5:15] The 4 key takeaways from the 2020 report [7:20] What do modern marketers mean when they say work gets in the way of work [19:25] How setting time limits can help with the optimization of work time [21:50] The virtual workforce creates more complexity within a marketing team Resources & People Mentioned Previous episode featuring Heidi’s CEO - Alex Shootman BOOK: Done Right Workfront’s 2020 State of Work Report ZDNet article mentioned in the podcast Slack Jira Netsuite Oracle SAP Salesforce Vengreso’s State of Digital Selling 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 One of the hot, hot topics these days in the sales and marketing arena is sales enablement. To clarify the issues and highlight the importance of enablement for every sales organization, Bernie invited Jake Braly, Vice President of Global Marketing at Highspot to be his guest on this episode. The Highspot team provides a technology solution for sales enablement that prepares sellers to speak to buyer needs, engage buyers with answers to the questions they have about a potential solution to their problems, and does it all in a way that optimizes performance and increases deal velocity. Jake’s everyday experience in the sales enablement world makes him an expert to speak to the issue. Join Bernie and Jake for this enlightening and challenging conversation. This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started. What IS Sales Enablement And Why Is It Important? Before we can get too deep into how sales enablement works and why it’s so important, we must have a working definition of the concept. Simply put, sales enablement is the task of… Equipping all of the customer-facing people in your organization to have the content, tools, and insights they need to engage effectively with customers. That means a sales enablement strategy should not only provide the content that sales teams can use to start and engage in buyer conversations, it should also train them how to effectively use the content. This two-fold focus is vital because of the changes that have happened over the last decade. 1 - Every industry uses technology, which makes innovation cycles faster. 2 - Buyer behavior has changed: they have more information on-hand before they agree to speak with someone at your company. That means your reps need to provide more insight than customers can attain on their own. 3 - Technology has evolved to allow us to automate elements of engagement with buyers and increase deal flow. Listen to better understand the compelling case for sales enablement in your organization. Enablement Makes A Positive Bottom-Line Difference Enabling sales is important from a tactical perspective, but it’s more than just tactics - it’s a strategic part of how the organization functions. Why is it important to think of sales enablement in those terms?  Because modern analytics reveal that in the fast-moving and highly competitive sales environment the enablement function has a positive business impact on the things that matter like... quota attainment conversions deal velocity win rates Listen to this conversation to get a better idea of how a serious focus on sales enablement could increase your bottom line. Enablement Is An Equal Partner With Marketing And Sales The old way of doing business positioned enablement as a sort of bridge that aligned sales and marketing. But Jake says that is a very limited way of viewing the role sales enablement plays. The reality is that sales and marketing should not be focused on aligning with each other, they should be focused on aligning with their customers, together. Enablement makes that happen. Sales enablement works in close concert with sales and marketing to provide a great customer experience through relevant content, delivered effectively and in a timely way for each stage of the customer’s buying journey. Enablement gives both marketing and sales teams the superpowers that connect with buyers, engage them in fruitful conversations, and win more deals. How Enablement Serves The 3 Primary Stakeholders Implementing an effective sales enablement function in your business not only makes sense from a strategy and implementation perspective it also serves the interests of everyone it touches. Those focused on driving revenue (EXECUTIVE TEAMS) would do well to take a keen interest in sales enablement since the data shows that an effective enablement process positively increases revenue. Those who interact with customers or prospects (MARKETING and SALES teams) become more effective when they make use of the resources and training an enablement function can provide. The buyer (CUSTOMERS or PROSPECTS or BOTH) is better served when enablement is a strategic focus. Why? Their biggest need is to evaluate your solution efficiently, understand how it differs from other solutions, and understand how they will achieve value should they decide to use your service/product. Don’t miss this foundational discussion of the sales enablement function. It's becoming a strategic essential to every company in every industry. Featured on This Episode Jake on LinkedIn Jake on Twitter: @JakeBraly Email: jake.braly (@) highspot.com www.Highspot.com - where Jake serves as Vice President of Global Marketing Outline of This Episode [1:51] The role Jake plays at Highspot, and what Highspot does for sales enablement [6:05] The reasons sales enablement has become such a hot topic these days [7:45] Why sales teams need technology for sales enablement [11:36] How sales and marketing leaders are trying to align to their customer’s needs [15:56] Who are the stakeholders who benefit most from sales enablement? [18:30] Where to start to get sales enablement going in your organization [25:56] Sales enablement increases the competitive win rate Resources & People Mentioned This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started. The Highspot Definitive Guide To Sales Enablement The State Of Sales Enablement 2019 Highspot CEO Robert Wahbe Salesforce www.SalesEnablement.pro Sales Enablement Society 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 B2B marketing and sales have always been close cousins, but Bernie’s guest on this episode of Modern Marketing Engine says that the advent of Account Based Marketing has made them even closer than that - and he says that when they get together as part of the same team, bottom-line growth of the company is the result.  Sangram Vajre is co-founder and Evangelist of Terminus, an account based marketing platform that helps B2B marketers run efficient ABM programs at scale. His experience at Terminus - and previously as part of the Salesforce team - has enabled him to see that ABM is simply the way B2B should function overall. Sangram’s new book, “ABM is B2B” explains how an account based approach that unites marketing, sales, and customer success teams as #OneTeam empowers the entire company to focus on target accounts and generate real revenue outcomes rather than vanity metrics such as “leads generated.” This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started. The Problem: Less Than 1% Of Leads Become Customers One of the points Sagram highlights in the beginning section of his book is that less than 1% of leads generated by the average marketing team ever become customers. That’s an appalling statistic, one that Sagram says would cause many marketers to lose jobs if the CEOs knew it was the case. It’s a statistic that proves that the common “get leads into the funnel” mentality of marketing teams simply isn’t working - and isn’t the right way to approach the B2B marketing role. Sangram believes that every marketer should be asking, “What is the total addressable market we can actually sell to?” If they are unable to answer that question, it reveals that they are not clear enough on who their future customers should be. He contends that if your company is only going to close a finite number of deals this year, then as a marketer you should be going after THOSE accounts - and there’s plenty of data to help you determine which accounts they are. Join Bernie and Sangram for this compelling conversation about how marketing and sales should work together to create an unstoppable team. The Value Of Marketing Is Defined By Sales Many marketers have bristled at Sangram’s comment that “The value of marketing is defined by sales.” They point to brand building as one example of a valuable activity that can’t be so easily quantified. But Sangram points out that branding ultimately does have a measurable goal - growth of the company (sales). To drive the point home, he points out that there are no B2B companies that have big marketing teams and no sales teams - but there are many companies with large sales teams and no marketing team. Sangram makes it ultra-clear when he says, “Our job as marketers is to either incrementally or exponentially grow the business. We are an extension of the sales team to help them close more deals.”  He believes that marketers have a bigger opportunity to drive revenue than ever before - they have access to information, know the target accounts, and have the technology that can tell them how to engage with them - so there is no reason they should sit back. In his mind, it’s time for marketers to earn their place on the team by pursuing the right kind of leads - the ones that have the greatest potential to convert to customers. Why Your Company Needs A T.E.A.M. Instead of Separate Teams One of the strengths that Sangram and the team at Terminus bring to ABM is a clear and simple focus on the things that truly drive account based marketing success. He refers to it as T.E.A.M. - Target, Engage, Activate, Measure. TARGET - the right accounts ENGAGE - those accounts where they are ACTIVATE - the sales team MEASURE - in a way that shows the entire customer journey and combines attribution and influence reporting Sangram believes that these four areas of focus allow marketing and sales teams to have intelligent conversations with CEOs and CFOs that create a compelling case for the tech needed to generate the right kind of leads. It also puts the marketing and sales teams on the same page, enabling them to work together in an integrated way that puts customer needs and customer success first. How One B2B Marketing And Sales Team Attained A 95% Close Rate To point out how much of a difference these principles make when applied company-wide, Sangram points to Thomson Reuters. This massive company applied ABM principles to their expansion deals, and their win rate increased to an astounding 95%. Compare that to the 1% statistic at the beginning of this conversation. It’s mind blowing but a testimony to the power of good execution on ABM practices. This is the kind of metrics B2B marketing and sales teams need to be able to show to executive teams or boards to explain what needs to be done and the kind of results that should be expected. These are the conversations that give credibility to marketers much more than how many events were run last quarter, how many banner ads were clicked, how many MQLs and SQLs got delivered to the funnel. If the leads marketing generates are not from the best-fit target accounts, marketers will never come close to the accomplishment of Thomson Reuters. Featured on This Episode Terminus - The company where Sangram serves as Chief Evangelist Sangram Vajre on LinkedIn Sangram on Twitter: @SangramVajre Sangram’s new book: “ABM is B2B” Sangram’s daily podcast: Flip My Funnel Outline of This Episode [1:36] Sangram’s story, his role at Terminus, and his daily podcast [7:28] The problem: Less than 1% of leads actually become a customer [10:27] Trends in marketing and sales Sangram has seen from 2016 through 2018 [13:35] How is the value of marketing defined by sales? [19:11] T.E.A.M. and #OneTeam :  [22:11] Why the CEO needs to understand this approach first [25:46] How some companies are seeing bigger deals, and 95% closing rates [31:07] Why it’s important to ask yourself, “What matters to me?” Resources & People Mentioned This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started. Katie Bullard Scott Brinker’s Martech Conference Thomson Reuters Salesforce 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 Today’s consumer is digitally connected across multiple devices. When interacting with a brand, the consumer expects personalized communication that speaks directly to them. Bernie’s guest on this episode discusses how to bridge marketing, sales, and service to deliver a great experience to the modern consumer. Niki Hall, CMO of Selligent an intelligent digital marketing technology platform designed to create holistic marketing campaigns shares how creating an Omni-channel marketing communication plan results in a better customer experience resulting in higher engagement and higher conversions with consumers. Succeeding in the digital age requires an integrated rather than siloed view of customer engagement. The information that the sales and marketing departments obtain should be available to those in customer service and in real-time. Listen in as Niki shares how this is not only possible but also preferable from the consumer perspective. She shares how Selligent has created a solution for intra-department integration that buyers love because it creates a relevant experience. This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started. Why Brands Should Bridge The Gaps Between Sales, Marketing, and Service The modern connected consumer expects much more than previous generations when it comes to individualized communication. Consumers want to be spoken to individually. When brand messaging is clear and consistent across all digital channels, customers feel heard. Then enter intelligent platforms like Selligent Marketing Cloud that allow businesses to harness customer data and share that information across internal departments. Brand messaging becomes consistent and individualized content and timing helps consumers connect with the right product or service with just the right information in the moment. Today’s consumer is constantly marketed at, using shared data allows businesses to market to their buyers in the moment, ensuring the communication is timely and relevant. Breaking Down Silos With AI Niki shares a couple of poignant examples of how various brands use AI to break down the silos of marketing, sales, and service. Most notably, she mentions how Coollue, a Dutch retailer similar to BestBuy, uses AI to create a seamless customer experience. Prior to integrating AI, the customer would make a purchase, but then a breakdown would occur when they had questions about how to use the product. With AI-powered intelligent marketing technology, Coolblue tracks the buyer journey, and within moments of receiving their shipment, the customer receives an email with a how-to video on the use of the product. Coolblue has experienced a 30% reduction in returns and a 28% increase in cross-sell conversions. They also converted many of their customer service agents to inside sales reps because the customer had fewer customer service related questions. How cool is that?!  How To Keep Up With The Expectations Of The Connected Consumer As AI becomes more prevalent, the question becomes how do brands keep up with the ever-rising bar of consumer expectations? Many brands have turned to more personal means of communication. The key is making sure the consumer receives targeted communication that connects with the consumer’s specific interests in their journey with a brand. The increased efficacy of digital marketing technology as consumer data gets smarter enables brands to segment their buyers. For instance, one UK retailer sends out coupons at the exact time a buyer is looking to purchase. This is possible only because of the ability of data mining platforms to zero in on buyer intent cues. Implementation Is The Key To Engaging The Connected Consumer  Having information about the consumer is not enough, brands must use the information effectively to create an experience the connected consumer will love. By empowering customer contact centers with access to consumer interaction history, the conversation turns from one of fact-finding to providing solutions which leads to a happier customer. To do this, CRM,, website, SMS and email medium must all communicate and share customer information, which is where intelligent marketing platforms come into play. The connected consumer is everywhere. We all have multiple sources of input and data that we interact with every day across multiple devices. The role of today’s modern marketer is to pull that information into a relevant conversation with the consumer. This requires breaking down the silos of marketing, sales, and service by enabling them to sync up in real-time to create great in-the-moment consumer experiences. Featured on This Episode Niki on LinkedIn Niki on Twitter: @nikihall Selligent on LinkedIn Selligent on Twitter: @selligent Selligent on Facebook Selligent on Instagram Selligent on YouTube Coolblue’s website Outline of This Episode [01:27] Welcome to the show Niki Hall, CMO of Selligent. [02:31] Niki provides information on Selligent and her role there. [03:25] Why should brands build a bridge between service, sales, and marketing?  [05:08] What role does customer data play in relevant marketing?  [08:50] How does AI fit into breaking down silos?  [10:33] Learn how technology seamlessly impacts the customer experience. [14:36] How to keep up with increased customer expectations as the bar gets higher. [17:44] Brands must learn how to process and filter the data provided by the consumer. [20:18] What is required to implement the information provided by intelligent platforms?  [22:15] Bernie begins his summary of the conversation. [26:51] Connect with Niki. Resources & People Mentioned This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started. Selligent.com 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 The path to leadership in marketing can be a daunting one for women. Bernie’s guest on this episode is Tricia Sacchetti, VP of Worldwide Marketing for Learning Tree International, a leader in the IT training industry. Tricia shares the story of her journey to a marketing leadership role and provides actionable advice for women looking to have a fulfilling career in marketing including earning leadership roles in their organizations. Tricia initially started her career in journalism but found that the industry was a hard one to break into. She took her communications background and applied it to marketing instead. She has since worked her way to the head of worldwide marketing in the leading provider of IT training, an industry dominated by male leadership. Tricia is passionate about being a role model for other women on their journey in their marketing careers. This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started. Mentorship Is Key To Building A Successful Career for Women in Marketing No matter what industry you are in learning from other leaders’ experience is invaluable. Women especially stand to gain by associating with other women leaders in marketing. When done properly, a mentor can help women navigate career decisions, provide insights into other people’s leadership styles, and help propel them in the right direction.   A mentor can help women narrow their focus and niche into an appropriate marketing discipline as experience is gained. Many corporations have mentorship programs, so Tricia recommends check with the HR department before reaching out to individuals directly. There are also programs through LinkedIn and LeanIn.org where women can find join a local LeanIn Circle and build strong relationships with other women.  How Women Can Gain Visibility Early In Their Career Visibility is a key component of reaching higher levels of leadership in an organization, but the question is, how should women in marketing make themselves more visible? Tricia recommends finding projects to work on that showcase your skills and your leadership ability. Also, offer to help members of the leadership staff with tasks and projects that they are working on. Becoming visible requires time and a willingness to put in good hard work, but the return on that time usually pays off. By offering your time and skills, reaching out to other women in the organization, and making yourself available, you are showing your willingness to learn and grow. That drive and need to succeed will get you noticed. What Does It Mean To Be “Stratactical” As Women In Marketing Tricia has come up with her own word to describe an affliction that affects many women in the workforce. Women typically have a “do it all myself” mentality but need to learn to delegate tasks and think strategically while executing tactical details. A certain level of hands-on is needed to show that you can do the work, but remember that not every task is tactical, some are administrative. Women in marketing looking to be effective women leaders in marketing can only get to that pinnacle if they learn how to distinguish career priorities. Tricia warns that the more tasks you take on, the more your organization will put on your plate, but becoming a leader does not mean taking on every task. Think strategically about your career as well as the needs of your organization and execute those tactical moves needed to get you to your goals. Properly Navigating Workplace Culture Leads To Greater Opportunity Every organization has a vibe to its company culture that influences behavior and action in the workplace. Aside from linking up with a credible and invested mentor, understanding and navigating the culture in your organization will help women propel forward in their career. Attempt to understand the organization’s culture and model actions and decisions accordingly. Finding a mentor, understanding workplace culture, making yourself visible, and learning how to be stratactical are the keys to successfully becoming a woman of leadership in marketing. Tricia’s final advice for women in marketing is to be authentic, recognize your value within an organization, and realize when you’re the one holding yourself back. If you don’t have the skills needed for a role, learn them, and be enthusiastic about the drive to learn. Marketing needs women in leadership roles, and the roles are there. Follow Tricia’s advice to help you - and other women in your life - enjoy a fulfilling career in marketing. Featured on This Episode Tricia on Twitter: @piscestls Tricia on LinkedIn Tricia on Instagram Learning Tree International LTI on Twitter: @LearningTree LTI on LinkedIn LTI on Facebook: @LearningTreeIntl LTI on YouTube Lean In Circles Outline of This Episode [01:18] Welcome Tricia Sacchetti, VP of Worldwide Marketing at Learning Tree International (LTI). [02:37] Learn more about Tricia, LTI, and her role there. [04:38] Tricia shares more about her journey into marketing. [05:49] What is the first piece of advice Tricia shares with women in marketing? [07:07] How should women seek out mentors in their industry? [08:55] Should women in marketing seek out a niche or stay in a generalist role?  [11:34] Hear Tricia expand on a pivotal moment in her career and ABM versus ABE. [15:05] Tricia shares words of wisdom for creating visibility on the path to leadership. [17:40] What does stratactical mean and how do you use it? [20:38] Tricia gives advice on navigating the dynamics of culture in the workplace. [25:13] Bernie begins his summary of the conversation. [29:44] Hear Tricia’s final addition to the episode. Resources & People Mentioned This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started. LinkedIn Mentorship Groups Sales Management Matrix: gong.io/matrix 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 Understanding how customer conversations drive sales is a requirement in today’s data conscious business climate. With changes in technology happening daily, keeping up with what is and is not working in sales conversations is a must. Listen in as Bernie chats with Udi Ledergor, VP of marketing at Gong, about how customer conversations reveal key data points every business can and should use to increase the efficacy of their salespeople’s daily conversations with prospects and customers.  Two Israeli entrepreneurs founded Gong after searching for a solution to a sales dilemma and being unable to find it. After an abysmal quarter in one of their former companies, they sat down to listen to sales calls in an attempt to understand what’s changed in the current quarter versus a previous one. The call information that they found was an ineffectual data source because the recordings were poorly housed, labeled, and interpreted. To fill the gaps in the sales call data collection process, they created Gong, a conversation intelligence platform for sales and service personnel. Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll hear from 15 executives with their insights and key recommendations. You’ll also learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go tostateofdigitalselling.com. Why CRM Systems Fail The Modern Salesperson When a salesperson is conducting a sales call, they usually speak upwards of 6,000 words in a single conversation. The number of those words that make it into the CRM system for future conversations is typically closer to 30. This is because salespeople choose the words and they do not have the time to properly update and manage their CRM data.  Not only is the data provided in a CRM system an incomplete picture, but it is also inherently biased. Udi candidly notes that he has yet to meet a salesperson who willingly notates their CRM data with information regarding their actual performance on a call. The CRM was created to help sales managers and marketing leaders understand the sales activities within their company, but it is not helpful for the salesperson in the trenches who needs real-time data on their customer conversations.  How Does Conversation Intelligence Solve The CRM Dilemma? Gong is a conversation intelligence platform that records sales conversations and then mines the data found in those conversations to identify trends, areas of opportunity or threats, as well as success factors. The goal is for every sales representative to be able to learn from the top sales performers. What are they doing right? What are they doing wrong? Where are the areas of opportunity in changing the conversation from a maybe to a yes?  Udi reveals the process that Gong takes to record customer conversations and then label, house, and mine the recordings. Rather than creating extra steps for the salesperson prior to a call, Gong interfaces with their Google calendar and records any customer conversations noted on the calendar. Those calls are then identified, labeled, and stored for easy access and use.  Salespeople Have Found Tremendous Benefit In Using Gong One of the biggest concerns going into the creation of the program was determining how the average salesperson would react to having their calls recorded. While the practice of recording calls is fairly standard, the feeling that one is being recorded by “big brother” is hard to overcome. This has not been an issue with Gong users, however, because sales teams recognize the value that the conversation intelligence represents to their sales performance.  The training opportunity that the recorded calls represent is extremely advantageous both for new representatives and experienced representatives. Additionally, the calls are automatically transcribed and documented into the CRM system, so the representative no longer has to take that extra step of documenting a call in CRM. Additionally, Gong can set reminders on promised activities and alerts when sales conversations veer away from successful topics. How Customer Conversations Affect Marketing Practices  Marketing leaders can now use conversation intelligence to get closer to their market in real-time. They are hearing the voice of the customer as they discuss pain points and objections and can use that data to design campaigns. The marketing leader can also verify that the sales teams are using proper brand messaging and confirm that the message is being conveyed as intended. Marketers can get real-time feedback on the viability of their messaging. Using Gong’s conversation intelligence technology provides an endless supply of training material, real-time market information, and trend dynamics. The ability to pinpoint what works in a sales conversation versus what doesn’t is extremely valuable in today’s fast-changing sales landscape. Listen in as Udi provides insights into how measuring sales conversations in real-time can boost your sales and marketing results. Featured on This Episode Udi on Twitter: @ledergor Udi on LinkedIn Gong.io Gong on Twitter: @gong_io Gong on Facebook Gong on LinkedIn Outline of This Episode [01:02] Welcome to the show Udi Ledergor, VP of Marketing at Gong. [01:37] Listen as Udi shares the origins, history, and purpose of Gong. [03:09] What does marketing at Gong look like and focus on?  [04:11] Udi shares why CRM systems hinder sales conversations and training. [06:02] How machine learning and customer conversations enhance sales. [08:05] Udi shares the feedback they’ve received from salespeople regarding call recording. [15:40] Gong reveals success metrics at the people, deal, and strategy levels. [17:08] How integration with CRM, emails, and other platforms equal success. [18:24] What is the role of marketing in customer conversation and machine learning?  [21:02] Bernie begins his summary of the conversation. [25:14] Udi’s final thoughts and contact information.  Resources & People Mentioned Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll hear from 15 executives with their insights and key recommendations. You’ll also learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go to stateofdigitalselling.com. LinkedIn State of Digital Selling 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.
loading
Comments 
loading
Download from Google Play
Download from App Store