Mastering the Sales and Marketing Tango: Innovative Strategies for Driving Better Business Outcomes with Events, ABM and Enterprise Marketing

Today's episode discusses strategies for sales and marketing teamwork to drive better  ROI for events, account based marketing programs.

In this episode, Leslie Venetz, founder of a sales-led go-to-market agency, shares insights into integrating sales and marketing efforts for better business outcomes. Highlighting her vast experience with over 250,000 cold calls, her marketing degree and posting for 1,000 days in a row on LinkedIn, Leslie discusses how traditional demand generation and lead generation activities can blend to drive success in sales and marketing. 

The conversation delves into playbooks for executing event-led sales campaigns, emphasizing the importance of teamwork between sales and marketing departments. Leslie introduces a method focusing on account based marketing / key accounts rather than a broad audience at events, suggesting a multi-channel outreach sequence that includes face-to-face interactions to significantly improve conversion rates. The discussion also covers creative approaches for engaging potential clients at events, and the importance of psychological safety in fostering collaboration between sales and marketing. Leslie's approach underlines the benefit of creating a unified front in sales and marketing efforts to enhance business success.

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01:25 Blurring the Lines Between Sales and Marketing

02:26 Innovative Sales and Marketing Teamwork in Action

03:09 Rethinking Event Strategy for Sales and Marketing

07:00 Maximizing Event Impact with Strategic Planning

09:38 Creative Approaches to In-Person Events

14:46 The Power of Personal Connection in Sales

16:40 Reimagining Engagement at Industry Events

21:19 Embracing a Multi-Channel Approach for Maximum Impact

24:07 Final Thoughts on Sales and Marketing Collaboration

26:07 Closing Remarks and Appreciation

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