OnBase: Smashing Sales and Marketing Misalignments Ep. 450 | Martech Madness: Scaling ABM, Bridging Sales and Marketing Gaps
Episode Summary
In this episode of Sunny Side Up, Michael Malone interviews Joy Milkowski on the evolving landscape of MarTech. Joy emphasises the importance of using MarTech tools effectively and introduces the GIVE Method for content creation. She underscores the necessity of understanding and segmenting target audiences. Joy shares valuable insights on starting with user-centric goals and ensuring content is personalised and relevant. We discuss the need for collaboration between sales and marketing, focusing on practical, outcome-driven marketing strategies and the significance of segmenting accounts and salespeople in ABM efforts.
About the Guest
Joy is an experienced marketer and sales professional, currently a partner at Access Marketing Company. Her career spans roles on both the client and agency sides, covering strategic messaging, product consulting, and hands-on marketing. What sets Joy apart is her solid background in sales, which she actively engages into this day. This blend of marketing and sales experience gives her a unique perspective, especially in sales enablement, understanding not just how to make marketing efficient but also how to make it effectively drive sales. Her hands-on experience with quotas allows her to relate to and address real-world sales challenges.
Key Takeaways
- Shift from collecting many MarTech tools to focusing on used and valuable ones.
- Always start with your end goals and work backwards to determine the necessary tools.
- Shift focus from alignment to active collaboration and coordination between sales and marketing.
- Understanding and segmenting your target audience is not just beneficial but essential. Recognise that different segments have unique needs and preferences.
- Adopt the GIVE Method for Content Creation: Goals, Insights, Vision, and Evidence.
- Every piece of marketing and sales activity should start with the user's perspective in mind.
- Encourage regular and meaningful collaboration between sales and marketing.
- While marketing teams should focus on creating broad, macro-level content that addresses general needs and trends, sales teams should personalise this content at a micro-level.
- The impact of content is not determined by its length but by its relevance and personalisation.
- Both sales and marketing should engage in regular discussions to validate and refine content strategies.
- ABM success varies among salespeople; segment them based on their commitment and ability to engage in the program.
- Tier accounts for targeted outreach. Classify accounts into different tiers based on potential ROI and customise your outreach efforts for each tier.
- Encourage ongoing feedback from sales teams and adapt strategies based on this input to refine the ABM process.
Quote
"If you are not starting every marketing and sales activity with your user first in mind, not what you want to say, but what your user needs to hear, it is likely not going to make a dent, hit the mark, or cause any sort of engagement." – Joy Milkowski
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