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 know and Love Your brand? Start a podcast,invite your industries thought leaders to be guests on your show and start reaping thebenefits of having a network full of industry influencers? Learn more at speet PhishMediacom. You're listening to the B to be growth show, podcast dedicated tohelping be to be executives achieve explosive growth. What you're looking for techniques and strategiesor tools and resources? You've come to the right place. I'm JonathanGreen and I'm James Carberry. Let's get into the show. Welcome back tothe be to be gross show. Today we are joined by to KONDS.He is the CEO and Co founder at lead sift, to gone. Welcometo the show. Thanks, Jonathan. It's a pleasure to have you onthe show. We're going to be talking today about the top challenges of betob marketers are facing in two thousand and seventeen. I can't believe we're alreadymore than halfway through two thousand and seventeen. I have no idea where the wherethe time has gone, but lead shift has actually done some fantastic work. This is a survey that leads sift did themselves. But before we getinto today's topic, maybe you can tell our listeners a little about what youand your team at lead sifter up to these days. Sure thing. Sothanks for the opportunity on our then to be on the show. Super excitedat a super high level. LEAD SIFT is a sales intelligence platform that helpsother BB software companies identify target accounts and and prospects based on signals of intentand and just for providing some context for for the audience, is we actuallybuild this product out of a frustration we had internally, at leat set,with our previous product when we were doing, I guess, outbound prospecting. Sowhere we had a BEDR team who job us to do outbound prospecting basedon sort of building a list based off...

...static buyer persona. So we said, you know, company size, industry, job title, let's go ahead,find a bunch of people, get their email address, phone number andthen nurture them and book meetings, very standard to what everyone in the industrywas doing. But what we realized was that just because someone had a jobtitle at a target company did not necessarily mean they were interested in our businessor in the buying journey at the moment and, as a result, theywould never get back to us. So, so, just out of that frustrationthat we experienced off, you know, spraying and praying and hoping that someonewill open the email and get back to us, that's when we decidedto build leadsft, first for ourselves and then decided to scale it for othersoftware companies and completely pivoted our business into that is, to help them identify, I guess, target accounts and and prospects to go after every day,not based on as photographic data, but actually based on signals of intent andinterest. And the way we define a signal of intent in a bdb settingis based on how these prospects are engaging with their competitors, engaging with othercomplementary companies or engaging with relevant industry content across the web. So anytime wesee someone talking to you a competitor or researching on something relevant to your business, we picked that up. We qualify that those people by seeing where theywork, with their job dot lives, and if that's a match, wesend them that information every day to follow up with them. Well, it'sfantastic and I love the fact that you know it was. It was sortof born of a problem that you yourselves were experiencing and you created the solution. So you know, it's certainly solving a very real problem. Absolutely.Yeah, like we say, we are the biggest customers of our selves andwe know it works for ourselves. So and that gives us a lot ofconfidence. So so, yeah, it's definitely a big problem. Well,it's fantastic and sort of as a result of sort of your success and thepeople that you are able to talk to through your business, you know,you actually have done this survey Sass marketers...

...and and you've actually you've sort ofcompiled this data around the top challenge is that be tob marketers are facing intwo thousand and seventeen. So you know, so take it, take it away. What are we talking about today? Yeah, so what we the waywe collected that this was very interesting. In our discovery call, we tryto understand our prospects current process and one of the questions we specifically askthem is, you know, what's one of the top challenges that you arefacing right now as a b do be sass marketer and and they all startsaying, you know, different, different problems. There are few things thatthey and we collected this datea over interviewing about three hundred be to be fastmarketers. Few things that that we learn from that process. The number onething that we that marketers told us, was having top of the funnel leadsis a number one priority for them is getting these top of the funnel leadso that there is so that their sales team can create and of sales opportunitiesfrom them. Was One of the top challenges for over twenty five percent ofthe people that we that we talked to. That was that was an interesting thingthat we found. So that's one thing. And when they're talking aboutthese sort of top of funnel leads, I mean was this a volume problem? Was a quality problem? And they did they clarify. I mean,of course it would be it would be fantastic to have more top of funnelleads, but you know, sometimes it doesn't if they're not qualified, youknow, it still doesn't solve the problem. Absolutely. One of the things thatwe are seeing is market, both marketers and sales team and organizations ingeneral are moving away from this whole notion of more more volume means better,better, better data. Whenever they mean top of the funnel or any ofany stage of the funnel leads, the talking quality over volume. But evenwith with higher quality, they still expect, they still need more relevant leads atthe top of the funnel. Obviously you cannot completely qualify them until youhave a guess, a sales called with...

...them. But from a market isperspective they want to give the best quality lead to the salesperson which from whichthey will have them, the sales people can have a meaningful conversations with.Yeah, there is, like the main thing that we found out was noone cares about like. I don't think marketers care about having, you know, we got tenzero leads that we can send emails to our nurture into.No one cares about that. That metric doesn't matter at all. It iswhen they say top of the funnel, it's still top of the funnel,but relevant people and relevant organizations at there. They want to nurture and then handit over to the sales team to to further qualify these people. Andyou say yeah, and I was and you said that was over twenty fivepercent of that's every marker so that was their number one concerns. Number oneconcern, yeah, what were and what were some of the other concerns?was some of the other problems that they're facing in two thousand and seventeen.So one of the things that we are starting to see in the whole industryis talking about this whole account based marketing strategy. So over a significant fractionof people talked about that. They're starting to implement account based marketing. MM. Again, account based marketing might meet a lot of things, but ata super high level it's basically identifying a list of target accounts to go afterand then, and then only focusing on those accounts from a variety of differentsources, sales, marketing relationships and all those things. ADDS, emails,social selling, phone calls, things like that. That was one of thebig challenges for them and specifically without account based marketing, one of the thingsthey wanted to figure out is a to come up with the right accounts togo after in their account based marketing model. Typically it's still a combination of,you know, sales people saying hey, within my territory, these are thecompanies that I think I care about, and then marketing vets it and thendecides to go after them and come up comes up with a strategy.So one is coming up with the right accounts to go after. Second is, once they have identified or sort of shortlisted the target accounts, is gettingintelligence within 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 thatyou know, you still need a hook to approach them right and angle.So that's why they want more intelligence into those named accounts. So that wasthat was another challenge that they talked about. Yeah, and on looking at thelist that you were able to share with me ahead of time, andit's not even just finding me the right accounts and gathering information on those accountounce but also, you had said, finding even the right decisionmaker within theselarger organizations 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 orsomeone massive like Pepsi or something, and if if you say, Hey,we only want to talk to folks within Pepsi and I know we sell intothe marketing department, I'll bet you there's probably five hundred people in Pepsi thatare that are in senior marketing roles and you know, take any fortune,five hundred companies. Now now that becomes very challenging because how do you knowwho to reach out to for your specific product and when and with what angle? You can find some information about linkedin from linkedin and different sources, butbut that becomes a big challenge because just knowing that I'm going after, Iwant to go after marketing people within a large nation, is you're setting upyourself up with for an account based strategy or any kind of Strateu you reallyneed to know who to reach out to within the organization and that's a challengethese these people mention. In addition to that, there's something interesting that theytell tell us about is, so, let's say, they broadly define theirbuyer persona. They say, you know, we typically sell to marketing. Sometimeswhat they when they're using a system like our, sort for it inany other intelligence source. Sometimes they find one classic example I remember was therebier persona was, I believe, more on the creative side of people.They were targeting creative directors and folks like...

...that within organizations. But what theyfound out was the people that were engaging with relevant industry content and their competitors. We're actually folks, senior folks, from product team, not so muchcreative team. That was a very interesting insight for them to say, youknow, I know this company is a fit, but it's actually not thecreative guides, it's actually the product people, or maybe it's both. So thatfiguring out which department to go off and who to reach out to withinthe department is is is still a challenge for companies, specifically if they're goingafter larger accounts. Yep, yeah, that's a problem we've seen even firsthandin our own business. Is like you're speaking to a pain point that Imyself have experienced. So I know that other marketers have also experienced that sameproblem. Yeah, absolutely. And so what about this idea of competitive intelligence? Yeah, so one of the things that when we talk to customers,one of the things they say is based on, I mean, all companies. They are always, you know, worried about losing out to a competitivedeal, right, they're always worried about that's that's that's something that they're alwaysparanored about not missing out, of missing losing out to a deal. Butwhat's a bigger problem for them, though, they have said, is a lotof the times they wouldn't even know that a competitor is is talking toa customer, because in there what they tell us is, you know,if they could be during that buying consideration phase with their competitor, they mighthave a better feature, said better better price point or what better solution overall, that they could win over that deal. But a lot of the times theyare not even aware that, you know, the client is in abuying mode and it's talking to a competitor. Obviously they don't like losing out adeal, but what they fear more is not even knowing that there wasa deal and they could have taken part in it. So that's a bigconcern for them. They're like we win all our competitive deals, or majorityof them, so if we cannot be in front of a customer who's lookingto buy and talking to a competitor, is a big loss for them.So that's that's the I guess, fear of missing out on competitive deals.Yeah, yeah, and how about this,...

...this fifth challenge I'm talking about,you know, actually measuring marketers and their impact. I think this isa big high level item in general. It is what the industry is going. So previously, marketers, we're not always accountable for revenue or the returnon investment. They were like, all right, marketings function is to increasebrandown as, more website traffic and people finning out the form. It reallydoesn't matter how many of them contributed to sales, because another day it wassort of the sales as priority. Now what we're seeing is a lot ofmarketers are saying every action, every dollar that we're spending, needs to betied into an Roy that would be, you know, measured by some hardmetrics, not some soft numbers by saying, A, we increased website traffic byfifty percent or we increase our social following by K followers. Yeah,but as we are we put together a very, you know, beautiful campaign. There you go, or we went, we attended an event. Great,I mean, do all of those things, but they're are the thingsthat they're. They're the higher level management is saying is spend, you havea fixed budget, you spend it, but they needs to be tied intoan impact on sales. That are the bottom line. That's a general trend. That we are seeing, I would say them, the ABM strategies,generating top of the final leads and all those things. Those are manifestations offthat priority being put into. The marketers is saying it needs to be tiedinto some they need to show that it's working. Yeah, it's contributing sales. That's a challenge that customers, some some marketers pointed out. Yeah,level of accountability. where? What do you mean? What do you mean? I have to I have to show actual results. Now, I knowI'm marketing, you don't understand. Sorry about yeah, yeah, but butone interesting thing that I found out was the marketers, all of them,they were not scared of that in the sense they were not they were notworried that they have to do that. They, at least to the onesthat we spoke to, the attitude that they had was this was a challengeand this is they like, this is...

...part of the job, like theyhave to do that and they're taking up that challenge in a very positive wayand that's why they're coming up with the optimal strategies, getting an edge onanything they can. But they are not they're not freaking out. I meanthere might be some old school markets who are not used to this. Butmajority of these people that be spoke to her are pretty savvy and they arenot they're not scared of that fact. They're actually looking forward to that.We well, it's good to know. So to Conda, this has beensome incredible, you know, insight into the into the challenges that are facingall marketers. I mean I think every single one of these our listeners arelistening and thinking, yeah, I've experienced that, I have a problem withthat. So certainly is this seems right on the money. Now, ifany of our listeners are interested in following up with you, you know,learning a little bit more about these problems or even potential solutions that you know, I'm sure you know the kind of go handinhand for every problem there issomeone is out there creating a solution to help ease that pain point. Soif anyone is interested in following up with you learning more about leadshift, what'sthe best way for them to go about doing that? The best way wouldbe just go to leads Ofcom. There's a simple form for for you guysto fill out. Would basically the way we work with all our customers sayswe lead with the data. So they basically fill out a form with thelist some of their competitors and based on that, we actually when we havethe first call with them, we do the discovery called and then show themsome sample leads for them to take a look at it and say, Hey, these are some accounts that you know would are showing intent by talking toway competitors, so I probably want to get in front of them. Sothat would the best way to reach out. Like go to the website. Thereis some lot of content. Fill out the form, someone will getin touch with you within twenty four hours and have a chat. That's one. The other is you can find me on Linkedin or you can send meany of your audience. Feel free to send me an email at t dossat leadsfcom. It's TDAS at letes Ofcom.

I'll be more than happy to answerany questions and it just just share some best practice it. So wework with over hundred companies in the B tob software space and we are learningsome amazing tactics and strategies they're using more than happy to share with the restof the audience. That's fantastic to gone. Thank you so much again for yourtime today. It was a pleasure having you on the show. Thankyou, Jonathan. Every great day. To ensure that you never miss anepisode of the B Tob Growth Show, subscribe to the show and Itunes oryour favorite podcast player. This guarantees that every episode will get delivered directly toyour device. If you or someone you know would be an incredible guest forthe B tob growth show, email me at Jonathan at sweet fish Mediacom.Let us know. We love connecting with B to be executives and we lovesharing their wisdom and perspective with our audience. Thank you so much for listening.Until next time,.

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