508: The 5 Top Challenges Facing B2B Marketers in 2017 w/ Tukan Das

ABOUT THIS EPISODE

In this episode we talk to Tukan Das, CEO and Co-Founder at Leadsift.

Wouldn't it be nice to have severalthought leaders in your industry, Kno and love your brand start a poncast,invite your industries thought leaders to be guess on your show and startreaping the benefits of having a network full of industry. influencerslearn more at sweetfish media DOTCOM, you're. Listening to the B Ob Grothshow podcast dedicated to helping P to B executives a chief explosive grown,whether you're looking for techniques and strategies or tools and resources.You've come to the right place, I'm Jonathan Green and I'm James Carburry.Let's get it into the show, walcome back to the be to b gross show.Today we are joined by TUKONDASS. He is the CEO and Co founder at Leed shift.Two gone welcome to the show thanks Jonathan, it's a pleasure to have youon the show we're going to be talking today about the top challenges B. T Bmarketers are facing in twent ad seventeen. I can't believe we'realready more than halfway through twenty seventeen. I have no idea wherethe where the time has gone, but Leedsift has actually done somefantastic work. This is a survey that lead Hif. Did themselves, but before weget into today's topic, maybe you can tell her listeners a little about whatyou and your team. It leads sift ar up to these days. Sure thing so, thanksfor for the Opportunity Oathin to be on the show superexcited at a super high level. LE tift is asales intelligence platform that helps other btov software companies, identifytarget accounts, ND and prospects based on signals of intent and and just forproviding some contects for for the audience. Is We actually built thisproduct out of a frustration we had internally athletes with her previousproduct when we were doing, I guess, outpound prospecting so where we had aBDR team who jobed to do ALBON prospecting based on sort of building alist based of Stati Byer Persona. So he...

...said you know: Company size, industry,Shob, title, let's go ahead, find a bunch of people, get their emailaddress phone number and then nurture them and book meetings very standard towhat everyone in the industry was doing. But what we realized was that, justbecause someone had a job title, Adit Target Company did not necessarily meanthey were interested in our business or in the buying journey at the moment andas a result, they would never get back to us. So so, just out of thatfrustration that we experience of you know spraying and praying and hopingthat someone will open the email and get back to us. That's when we decidedto build lead, seft first for ourselves and then decided to scale it for othersoftware companies and completely pivoted our business into that is tohelp them identify. I guess, target accounts and and prospects to go afterevery day, not based on just formographic data, but actually basedon signals of intent and interest, and the way we defy a signal of intent in a Bidoobe setting is based on how these prospects are engaging with theircompetitors, engaging with other complementary companies or engagingwith relevant industry content across the web. So anytime we see someonetalking to your competitor or researching on something relevant toyour business. We picked that of. We qualifi that those people by seeingwhere they work, what their job, ltis and F that's a match. We send them thatinformation everyday to follow up with them, wellis fantastic, and I and Ilove the fact that you know it was. It was sort of born of a problem that you yourselves werewereexperiencing and you created the solution. So you know it's. It'scertainly solving a a very real problem. Absolutely yeah like we say we are thebiggest customers of ourselves and we go it works for ourselves so and thatthat gives us a lot of confidence so so yeah, it's definitely a big problem wasfantastic and sort of as a result of sort of your success and the peoplethat you are able to talk to through your business. You know you actuallyhave done this survey of...

Sast, marketers and and you've actually've sort of compiled this data round the top challenges that Betobemarketers are facing in twenty seventeen, so you know take it, take itaway. What are we talking about today? Yeah? So what we the way we wecollected that this was very interesting in our discovery, call Ouknow we tried to understand our prospects, current process and, and oneof the questions we specifically ask them. Is You know, what's one of thetop challenges that you are facing right now, as a b Doo, b, Sass,marketer and and they all start saying, Ou know different different problems?There are few things that they and we collected this date over intervingabout three hundred btbes fast marketers few things that that welearned from that process. The number one thing that we that marketers toldus was you know having top of the Funnalles is a number one priority forthem is getting these topof the ponal lead, so that there is so that theirsales team cancrete and of sales opportunities from them. I was one ofthe top challenges for over twenty five percent of the people that we that wetalked to that was. That was an interesting thing that we found that'sone thing and and when, when they're talking about these sort of top offunnal leads, I mean: Was This a volume problem? Was this a quality problem anddid they did they clarify me? Of course it would be. It would be fantastic tohave more top of FUNAF Leves, but you know sometimes it doesn't. If they'renot qualified, you know it, it still doesn't solve the problem. Absolutelyone of the things that we are seeing is market both marketers and sales man.Organizations in general are moving away from this whole notion of moremore volume means better, better, better data whenever they mean top ofthe fon any of any stage of the fundal leades they're talking qualityovervolume, but even with with higher quality, they still expect. They stillneed more relevant lead to the top of thefonnel. Obviously you cannot completely...

...qualify them until you ave, I guess asales call with them, but from a MARKETOS perspective, they want to givethe best quality lead to the salesperson which, from which they willhave the sells. People can have a meaningful conversations with. There islike the main thing that we found out was no one cares about, like I don'tthink marketers cared about having you know, we got ten thousand neds that wecan send emols to ournurture into no one cares about th that matric doesn'tmatter at all. It is when they say he top of the funnl it's still top of thePone, but relevant people and relevant organizations, and there they want tonurture a and then had it over to the sales team to to further qualify thesepeople interesting yeah, and that was- and you said that was over twenty fivepercent of taery marker Um. It was their number one concern Sadda,unconternou whatwere, and what were some of the other concerns, some of theother problems that they're facing in twenty seventeen. So one of the thingsthat pe are starting to see and the whole intust's talking about this wholeaccount based marketing strategy. So over a significt fraction of peopletalked about that they are starting to implement account based marketing.Again, acautbas marketing might mean a lot of things, but at a super highlevel, it's basically identifying a list of target accounts to go after andthen and then only focusing on those accounts from a variety of differentSOURC sales, marketing relationships and all those things ads. Emails,social selling phone calls things like that. That was one of the bigchallenges for them and specifically with own accountas marketing. All thethings they wanted to figure out is a to come up with the right accounts togo after in their account based marketing model. Typically, it's stilla combination of you know: Sales people saying hey within my teritory. Theseare ther companies that I think I care about and then marketing vets it andthen decides to go after them and come up comes up with a strategy, so one iscoming up with the right accounts to go after Secondis once they haveidentified or sort of short listed. The target accounts is getting intelligencewithin these accounts to basically use...

...that as a trigger, because just becauseyou have a hundred good companies that you've decided to go after doesn't mean that you know you stillneed a hook to to approach them write an angle. So that's why they they wantmore intelligence into those named accounts, so that was that was anotherchallenge that they they talked about: Yehand O' looking at the list that youwere able to share with me head of time- and I it's not even just finding thethe right account an and gathering information on those accounts, but alsoyou had said finding even the right decision maker within the largrorganizations is also a challenge. Hundred percent and I'll give you areal example. So let's say you are going after a company like Uniliver Ror someone massive like Tepssi or something, and if, if you say hey, weonly want to talk to folks Wihin Pepsi and I know we sell into the marketingdepartment I'll bet you there's probably five hundred people in Pepsithat that are in Selior marketing roles. You know take any fortune, five hundredcompanies, no now that becomes very challenging, because how do you knowwho to reach out to for your specific product? And when and with one angle,you can find some information about Linton, Fronlington and differentsources, but but that becomes a big challenge, because justknowing that I'mgoing after I want to go after marketing. People within a largeJoninnation is Yo re you're setting up yourself upwith for an accountbase strategy or any kind of stratic. You really need toknow who to reach out to within that organization, and that's a challengethese these people mention in addition to that. There's something interestingthat they tell tell us about is selected. They broadly define theirbyer persona. They say we typically sell to marketing, sometimes what they,when they're, using a system like ours or Rin, any other intelligence source,sometimes they find on CASS esample, I remember, was their bierpersona was, Ibelieve, more on the creative side of people. They were targeting creativedirectors and folks like that within...

Ordizations, for what they found outwas the people that were engaging with relevant industry content and theircompetitors were actually folks senior folks from producting, not so muchcreative team. That was a very interesting insight for them to say youknow. I know this company is fit, but it's actually not the creative gic, theproduct peop or maybe it's both so that figuring out which department to go oftand who to reach out o within the department is. I S is still a challengefor a companies specifically if they're going after larger accounts, yea yeah,that's a problem we've seen even firsthand in our own business is likeyou're speaking to a painpoint that I myself have experienced. So I know thatother marketers m have also experienced that same problem, yeah absolutely, andso what about this idea of competitive intelligence yeah? So one of the thingsthat when we talk to customers, one of the things they say is based on, I mean all companies. Theyare always. You know, worried about olosing out to a comperative deal right.They're always worried about that's, that's that's something that they'realways pared about, not missing, O milosing out to a deal, but what's abigger problem for them, though they hare said is a lot of the Times. Theywouldn't even know that a competitor is is talking to a customer because intheir what they tell us is you know if they could be during that buyingconsideration face with their comperitor. They might have a betterfeature said better, better pricepoint or hat a better solution overall thatthey could win over that deal, but a lot of the times. They are not evenaware that you know the client is in a buying mode and it's talking to acompetter. Obviously they don't like losing out a deal, but what they fearmore is not even knowing that there was a deal and they could have taken partin it. So that's a big concern for them. They're, like we win all ourcomparative things, our majority of them. So if we cannot be in front of acustom whoas looking to buy and talking to a com, better is a big loss for them.So that's that's the I guess, fear of missing out on comparative deals Yehyepand how about this. This fifth...

...challenge, Um talking about you, knowactually measuring marketers and their impact. I think this is a big highlevel item in general. It is what the industryis going so previouslymarketers, where not always accountable for revenue or the returnal investment.They were like all right. marketings function is to increase Branda Wenheres, more website traffic and people finning out. The porm really doesn'tmatter how many of them contributed to sales ecause eno the day it was sort ofthe sails his priorty. Now, what You'are seeing is a lot of marketersare saying every action, every dollar that we're spending needs to be tiedinto an Roy. That would be, you know, measured by some hard metrics, not somesoft numbers by saying a we increased website traffic by fifty percent or weincrease our social following by ten K. followers yeah wte we or we puttogether a very you- know beautiful campaign. tthere you go or we went, weattended an event. Great, I mean do all of those things but they're. Well, thethings that they're their th higher level, Manriagemen they're saying, isspend you have a fixed padget. You spend it, but thet needs to be tiedinto an impact on sales that on the bottom line. That's a general trendthat we're seeing I, I would say, th the ABM strategies you know, generatingtop of the funal leages and all those things those are manifestations of thatpriority being put into the marketers is saying it needs to be tied into some.They need to show that it's working Y W its contributing sales, that's a Channethat customers, some some Marketis, pointed out yeah a level of accountability. Wel. What doyou man? What do you mean I have to? I have to show actual results. Now. No,I'M I'm marketing! You don't understand swyeahbut, but one interesting thingthat I found out was the marketers all of them. They were not scared of that. In the sense they were not, they werenot worried that they have to do that. They at least t the ones that we spoketo. The attitude that they had was.

This was a challenge, and this was th.Theyre, like this is part of the job like they have to do that and they'retaking up that challenge in a very positive way, and that's where they'recoming up with n optimal strategies getting an edge on anything they canbut theyare, not they're, not freaking out I mean there might be some oldschool marters who are not used to this. But majority of these people that wespoke to re are pretty savvy and they are not they're, not scared of thatfact. They'r they're actually looking forward to that. Well, it's good toknow. YEA Togon! This has been some incredible. You know insight into intothe challenges that are facing all marketers. I mean I, I think everysingle one of these bar listeners are listening and thinking Yeh. I'veexperienced that I have a problem with that. So certainly is this seems righton the money. Now, if any of our listeners are interested in infollowing up with you know, learning a little bit more about these problems oreven potential solutions. You know, I'm sure Um, you know t they kindo go handin hand for every problem. There is someone is out there, creating asolution to to m help, ease that painpoints. So if anyone is interestedin following up with you learning more about Leed sift, what's the best wayfor them to go about doing that, the best way would be just go to litsof com,there's a simple form for for you guys to fill out Wut. Basically, the way wework with all our customer says we we lead with the data, so they basicallyfell out of form weth. They list some of their competitors and based on that,we actually when we have the first call with them. We do the discovery, calland then show them some sample Leeds for them to take a look at it and sayhey. These are some accounts that you know W ar showing intent by talking toa competitors, so I probably won't to get in front of them so so thatwould bethe best way to reach out like go to the website. There is some lot ofcontent fill up the form someone will. You know, get in touch with you withintwenty four hours and have a chat. That's one the other is you can find meon Linton or you can send me any of your audience feelfe to send me anemail at tdos at leedf dcom, it's td, a s, athletes of com, we more than happyto answer any questions. An just jo...

...share, some Best Practices Wo. We workwith over hundred companies in the BTO B soffare space, and we are learningsome amazing tactics and strategies. They are using more than Havi to shareit with the rest of the audience. That's fantastic, whove gone! Thank you!So much again for your time today, it was a pleasure having you on the show.Thank you. Jonathan have a great daye to ensure that you never missd anepisode of the butby growth show subscribe to the show in Itunes or yourfavorite pot cast player. This guarantees that every episode will getdelivered directly to your device. If you are someone you know would be anincredible guess for the be to be groshow. Email me at Jonathan atsweetfish media dotcom. Let us know we love connecting with bee to beexecutives ND. We love sharing their wisdom and perspective with ouraudience. Thank you so much for listening until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1619)