Sales enablement is such a cross-functional role that when evaluating sales enablement solutions there are often many stakeholders that want to get involved. One key stakeholder is the product...
Today we are excited to announce our latest feature, Content Performance! As Guru continues to work with Sales teams of all sizes, we often hear the challenges their sales and marketing teams face around delivering and measuring content effectiveness with their customers. With the rise of Account Based Marketing, the partnership between sales and marketing is as critical as it ever has been. Organizations are getting smarter about understanding their customers, and developing content that speaks directly to the specific audiences across those customers. This content will vary by industry, by company size, by persona, by product, etc. creating a greater complexity for a salesperson to know which content to use, and when to use it. And even if they know what they want to send, quickly finding it and ensuring its accuracy remains a challenge.
In January, we were invited to present at a new sales ops online video series that launched with 30 video presentations from leading SaaS companies.
For the video series each presenter was asked to go into exactly how they made use of products in their technology stack today.
Perhaps the best way for us to learn about if a product is right for us is to see how our peers gets value.
This is an easy check against vendor BS that we’re all overloaded with these days. To support this type of peer learning we had our very own head of Product Marketing, Steve Mayernick present how Guru makes use of Guru, as well as other products like Outreach and Slack.
Over the past few years, account based marketing (ABM) has become an increasingly popular strategy for B2B SaaS marketing and sales teams.
Artificial Intelligence. Machine learning. In 2016, these buzzwords were some of the most often used terms by vendors, but misunderstood by buyers. So what do these terms actually mean? While many use the two terms interchangeably, there are key differences.
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.