Sales Pipeline Radio

Huge thanks to our sponsor! What does insight-driven messaging look like for sales? Like a whole lot more deals. Fast. Jump on high intent leads in the moment with Intercom, the business messenger that extends the reach of your team 24/7. Intercom creates more opportunities for you by booking meetings and collecting data from leads automatically. Take Intercom user elegant themes. They now convert 25% of leads through Intercom's messenger. Deals don't wait. Get them with Intercom. Go to intercom.com/deals Our guest is Natalie Severino, VP of Marketing at Chorus.ai.  Among other things, I asked Natalie, over the course of the last few years, what have you seen as the evolution of the balance of those roles [Marcom, product marketing, demand gen, sales development], especially in a startup organization? How do you balance the need for good product marketing and effective clear marketing communications with sort of the continual drumbeat of we need more leads, we need more pipeline?  How do you balance all that?   ----more---- And we of course talk about the concept of conversation intelligence.   Check out her advice to sales leaders, to male colleagues and peers in sales organizations, what to listen for, what to look for, how to be better partners in supporting women in sales, not just those women that are in sales today, but increasing their number and prominence and value.  This and a lot more!  Check out the full transcription starting 9/2/19 on the Heinz Marketing Blog. ___________________________________________________________________________ Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Trish Bertuzzi, President & Chief Strategist is Matt Heinz's guest as they discuss the status of inside and outside sales careers and why today's buyers prefer working with inside salespeople.  ----more---- About our Guest Trish Bertuzzi  Novelist Jonathan Franzen said, "One-half of a passion is an obsession, the other half is love." With that in mind, ask anyone who's met Trish and they'll tell you - she is passionate about inside sales. Trish often remarks how lucky she is to work with an amazing team at The Bridge Group, helping sales and marketing leaders make the big decisions: on implementation strategy, performance improvement process, supporting technology, and metrics and measurement. Over the last two decades, Trish has promoted inside sales as a community, profession, and engine for revenue growth. In the process, The Bridge Group has worked with over 200 B2B technology clients to build, expand, and optimize their inside sales efforts. Through a combination of hard work and timing, Trish and her team's research and ideas have been featured on Inc.com, in Forbes, by associations like SLMA and AA-ISP, and across more than 68 sites in the sales and marketing world. Author of the #1 Amazon bestseller: The Sales Development Playbook: Build Repeatable Pipeline and Accelerate Growth with Inside Sales  What does insight-driven messaging look like for Sales? Like a whole lot more deals. Fast. Jump on high intent leads in the moment with Intercom: the business Messenger that extends the reach of your team, twenty-four seven.  Intercom creates more opportunities for you by booking meetings and collecting data from leads— automatically. Take Intercom user Elegant Themes. They now convert twenty-five percent of leads through Intercom’s Messenger. Deals don’t wait. Get them with Intercom. Go to Intercom.com/deals. 

We were thrilled this last time to talk to Dan Englander, in an episode called, "The Death & Bright Future of Marketing Agencies" Big, huge thanks to our sponsor, Intercom.com ----more---- What does insight-driven messaging look like for sales? Like a whole lot more deals fast. Jump on high-intent leads in the moment with Intercom, the business messenger that extends the reach of your team 24/7. Intercom creates more opportunities for you by booking meetings and collecting data from leads automatically.  Take Intercom user, Elegant Themes. They now convert 25% of leads through Intercom's Messenger. Deals don't wait. Get them with Intercom. Go to intercom.com/deals. Dan Englander is the founder of Sales Schema and he is also the host of the Digital Agency Growth Podcast. There are so many different options across digital and non-digital. Is it possible to have a full service? As nice as it would be to have one agency, one throat to choke, is it feasible for any organizations to still have that even those large businesses like maybe CPG Brands that require that big thinking? This is just one question I ask Dan.  I also ask him to talk about how companies should think about this and about what he sees with marketing service companies in terms of their ability to find and win big deals. You'll also hear him share what he sees in terms of their sophistication around sales pipeline strategy.  We touch on multichannel marketing and a lot more.  Listen in now or read the transcript on our blog starting Mon. 8/26/19. 

Listen in for another great episode, this time with Raviv Turner, CEO at CaliberMind.  In addition to being the Co-Founder & CEO of CaliberMind, Raviv is also an angel investor and mentor at Techstars and a regular speaker at marketing & AI events. ----more---- We're talking about how he sees a disconnect between Demand (buyers) & Ops (users) of data & analytics platform.  For a full transcript, go to the Heinz Marketing blog.   Some highlights: Your data strategy is your B2B growth strategy (quick overview of the paper) Without a clear and concise data-driven marketing strategy, B2B marketers lack the ability to effectively acquire, organize, analyze and translate customer information into actionable insights. But what does an effective B2B data-driven marketing strategy look like? Understanding what needs to be accomplished is the first step in developing an effective data-driven marketing strategy. For B2B data-driven marketers, a top priority is basing more decisions on data analysis. Most Critical Challenges? Integrating data across platforms and enriching data quality and completeness are the most critical challenges to achieving data-driven marketing success  Marketing data is a marketing problem! Not devs, not IT - 100% marketing But data is hard, data is not sexy - so marketing is pushing it out - over 90% of B2B marketers outsourcing all or part of data tasks (Ascend2) But high performing marketers are doing the opposite, they license data and analytics tools and train their team to bring data capabilities in house Most of the reasons why marketing can't prove value and impact are data-related, yet we prefer to outsource this - lead qualification, ICP score, account scoring, lead routing are all data problems before they are marketing problems. To be successful with ABM you need - Data, Account Planning, Content, Execution, and Measurement - yes ABM is a data challenge, not a media challenge... No wonder that marketing and sales ops are spending more than 80% of their time in spreadsheet hell on marketing data wrangling, exporting/ importing, lookups in Excel whatnot There is a disconnect between the C/VPs and Ops inside the marketing org - Demand looks at pipeline sourced/ influenced/ ops created - but Ops don't give a hoot about it, they care about operational efficiency, workflow automation, the data integrity - they want to get out of spreadsheet, but guess what? - most ops don't have the budget to solve this problem, the biggest budget is demand and that budget mostly goes to programs, not to data and analytics - but guess what? Without data and analytics, you can't measure programs, you can't multi-touch attribution, you can't track engagement and orchestrate demand between channels..so that's changing, according to Gartner for the first time in 2018 analytics is the biggest spend in Marketing, more than social, more than content - why? Because without data and analytics we are going to see marketers continue to lose their jobs and go home

Jill Konrath joins Matt Heinz to talk about her latest book, More Sales, Less Time.   She also discusses her famous line: Sell Like A Girl.  Jill Konrath’s career is defined by her relentless search for fresh strategies that actually work in today’s sales world. ----more---- Listen in to hear how someone with a Bachelors in Education ended up getting into sales, let alone becoming a keynote speaker in one of the world's preeminent sales offices. Jill shares some great insights including the inspiration behind her books.  "It starts with a problem. It always starts with a problem and in every case and every book I've written it started with a problem that I faced. And when I face it initially, I get really discouraged and I bat my head against the wall and say, oh I'm so stupid. I can't figure it out and then I finally realize that it's not just my problem, but other people are struggling with that issue, too. And then I go to work and it becomes like a puzzle to me and how to solve it. So, I actually dig in and wrestle with the material myself til I can figure out what works today. And then, again I guess because I do come from teaching roots it's real important for me to make it easy for people to understand. PEOPLE ARE BUSY!  "When people are this busy, you have to fundamentally shift how you do things in order to peak your curiosity, make them stop and listen and actually then respond to you and say, hey I'm interested in learning more." STRIVE FOR MAXIMUM IMPACT: "One thing I always try to stress with people is that they really need to stop and think about what they're doing and they need to strive for maximum impact in every single customer interaction and that customer interaction may be a 20 second email message. Maybe a 60 word ... or 20 second phone message, a 60 word email message, you know, but what can you do to have the maximum impact and I think way too many people in sales just say, make more, do more, send more, have more meetings. But, to me the smartest thing to do is ensure that every single interaction provides some value and moves you toward things" Keep listening to hear Jill's perspective about women in sales and a lot more!  Read the entire transcription on the Heinz Marketing Blog 

We are very excited to have with us Mark Nardone, Executive Vice President at PAN Communications.  At Heinz Marketing we were honored to partner with PAN Communications on their well known and regarded annual Content Fitness Report. Mark will talk a little bit about where the report came from and discuss key highlights. ----more---- The Content Fitness Report contains insights that have the potential to influence decision-making and strategy for marketers across the industry. This year’s survey touched on topics like content integration and executive thought leadership – areas that have continued to influence customers and prospects for both of our agencies. I’m excited I was able to collaborate with PAN as they celebrate six years of delivering consistent, impactful content marketing insights. Get the free 2019 content Fitness Report HERE.  Read more about Mark here.   The full transcription of this episode will be our blog starting Monday, 8/5/19 6am PST.  

You can also read the transcript (and listen to this episode) on the Heinz Marketing Blog  Listen in on a great discussion about Integrated Marketing.  Joe believes marketing (and economics) are about the audience and never about you.  Find out how a Government Major ended up in B2B Marketing and if he cares about events like Webinar World making money or not.   ----more---- Listen to the end to learn who has inspired and influenced Joe in his marketing career.    As CMO, Joe Hyland is responsible for driving the global marketing, communication and brand strategy for ON24. He has over a decade of experience creating and marketing innovative products in the enterprise and SaaS software markets. Before joining ON24, Hyland was the CMO at Taulia, the SaaS market-leading financial supply chain company. He holds a Bachelor’s degree from Dartmouth College.  

This week our own Josh Baez, Marketing Engagement Manager at Heinz Marketing joins us in an episode called, "The Power and Pitfalls of Commercial Insights" We talk about (among other things): ----more---- The importance of research and commercial insights in the market today and some best practices and related pitfalls   What goes into creating good research (valid research that can stand up) Statistical significance Creation of content Promotion of content When you get it done, what do you do with it to get the most out of it and to have the best impact on your business Context Curiosity Read the full transcription on the Heinz Marketing blog.   Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

We were thrilled this last time to talk to Jerry Brooner, chief revenue officer for Scout RFP, in an episode called, "From Investment Banker to CRO: Lessons about Career Pivots and Managing Pipelines".  We talk about sales and marketing working together, everything from objectives to function to culture. We also talk about the complexity and the historical pain inherent in the RFP and sourcing opportunities as well as how to balance growing in your career, giving back.... and more!   The full transcript will be on the Heinz Marketing Blog starting 7/29/19 at 6am PT.  

Listen in when we'll discuss The Power of Storytelling in B2B Marketing. Host Matt Heinz talks with Lauren Patrick about: ----more---- How Terminus led the charge into ABM Why storytelling is an important function of branding for startups Why aligning content to every stage of the customer journey is so important Why Customers don’t care about you until you care about them Defining a Revenue Focused Marketer Why people want to hear stories they care about  Lauren Patrick, Storyteller at Terminus.   Lauren Patrick is the Storyteller at Terminus, and Editor at PrettySouthern.com.  She was employee #12 at Terminus, the leader of the account-based marketing (ABM) movement. Lauren joined the company in 2015 right after they raised their seed round. Today, the company has more than 120 employees, 400 customers, and rapidly growing. Lauren is a graduate of the University of Georgia's Grady College of Journalism & Mass Communication and she discovered her passion for niche marketing during her time as editor of UGA's newspaper, The Red & Black. Before coming into the digital world, she worked for print publications Gwinnett Daily Post, Jezebel Magazine, AutoTrader.com, plus managing the Services category for RaceTrac Convenience Stores.