A few weeks ago, Guru traveled to Palm Springs, California, for Elevate Summit, a peer-to-peer customer support event put on by the folks at cosupport. Guru is quickly becoming a part of the support stack, running alongside ticketing systems as an internal, agent-facing knowledge base that allows reps to stay in their workflow. We surveyed over 50 support professionals - both in leadership positions and agents with the hopes of learning more about our support customers and their pain points.
Customer support hasn’t always gotten the love it deserves. Traditionally, most SaaS businesses hire a team specifically dedicated to support, and these agents interact with customers on behalf of the company’s products and services. They both respond to customer complaints, and alert developers of potential bugs.
Browser extensions have become quite the game-changer for enterprise businesses over the past few years. Within a rather short amount of time they’ve opened our eyes to a new, more productive style of working. It’s no longer far fetched to assume that most enterprises utilize at least one, if not a few of them on a regular basis. They have unquestionably exploded in every industry.
Modern B2B marketing has centered around powerful marketing automation tools. And while these tools have been successful in generating large amounts of leads, they have flooded sales with leads outside of their pre-established Ideal Customer Profile (ICP). In fact, according to TOPO, only 10-20% of the leads generated by marketing are from accounts on the sales team’s target list.
As a result, a new, strategic approach to B2B marketing has emerged. This approach is referred to as “account based marketing,” and it aims to coordinate sales and marketing efforts with highly personalized content and knowledge that’s delivered to the right accounts at the right stage of the buyer journey. While marketing is running multi-channel campaigns on targeted accounts, outbound sales is focused on these same accounts, and enabled by marketing teams to support their efforts in the most personalized way possible.
A few key pillars of an account based strategy include:
- Personalized messaging and content
- Marketing, sales, and support collaboration
- Well defined ICP (Ideal Customer Profile) and Buyer Personas
- A land and expand approach
In an account-based world, knowledge can be your differentiator. Knowledge about your product and services, your competitors, your thought leadership, etc. The knowledge has to span across various teams in your organization - from sales, to marketing, to support and customer success. So much so, that account based marketing is often referred to as “account based everything” (ABE).
Here’s why you need a good knowledge base in order to successfully execute a world-class ABE plan.
If you're getting ready to hire new sales reps, then your business is most likely growing at a fast rate. Things are good, revenue is increasing, you’re on top your game and nothing can stop you now! That is, until you make those hires, and realize you need to oversee the onboarding process as well and make sure everything goes accordingly. This not so uncommon mistake can be more detrimental to your business’ bottom line than you think.
It’s almost time…
Dreamforce Sales Summit 2016 is officially less than a week away.
Many thought leaders and experts will gather to share their personal experiences and incredible success stories in the sales industry. But that’s not all. Throughout the day, these sales wizards will motivate you, answer your toughest questions, and provide strategic insights and tips that can be put to use immediately.
Fear, uncertainty, and doubt. If your prospects aren’t already coming to you full of FUD about your product and process, your competitors will ensure they eventually do. For years, companies have been selling to the FUD factor, and using it to position themselves against you. And while they may think that injecting FUD into their prospects is the best way to win a deal over you, I’m here to tell you there’s a better way to think about competitive positioning.
Considering buying an internal wiki? You’re not alone. Founders are constantly searching (and often struggling) to find the most suitable wiki for their company’s internal documentation. And, honestly, I completely understand why most leaders think an internal wiki would benefit their organization. Afterall, wikis are supposed to be a fairly quick way to collaborate and share company information in a centralized location. Heck, they’ve even been around for years, so they’ve got to be reliable by now! It only makes sense that we should all be searching for the most badass wiki for our teams, right? Well, unfortunately, it’s not as black and white as it may seem.
You’ve just been hired as a new sales enablement leader to help accelerate your team’s sales cycles. Congrats! But how do you ensure you hit the ground running and immediately add value to your team within the first 30 days?