525:Why Sales Enablement is the New Marketing w/ Jen Spencer

ABOUT THIS EPISODE

In this episode we talk to Jen Spencer, Vice President of Sales and Marketing at SmartBug Media.

Looking for a guaranteed way to createcontent that resonates with your audience, start uponcast interview yourideal clients and let them choose the topic of the interview, because, ifyour ideal clients care about the topic, there's a good chance, the rest of youraudience will care about. It too, learn more at sweetfish media, dtcom, you're, listening to the B Tob groteshow podcast dedicated to helping be to B executives, achief explosive grown,whether you're looking for techniques and strategies, tools and resources.You've come to the right place, I'm Jonathan Green and I'm James Carbary.Let's get it into the show. Welcome back to the BBY growth show. Wewere here today with Gin Spencer. She is the VP of sales and marketing atsmortbug media Gyn. How re you doing today, I'm doing excellent. Thank you.I am very excited to chat with you today: Jin We had you on the potcast awhile back and I'm really excited to to...

...have youon here again today we're goingto be talking about why sales enablement is the new marketing, butbefore we do that, I'd love for you to explain to our listeners a little bitabout smart Bugmedia and what you and your team are up to over there ID love to. Thank you so, smart by tmedia. We are an intelligent, anddonmarketing agency, very muchfocused on revenue growth, and we do that using inbelt marketing digitalstrategy, web development, Pr Um, really to help our customers increase,leaves and revenue and sale effectiveness, Um you KNO overoveralland we're one of hub spots. A top partners O I of it. So so Jine we'regoing to be talking about sales and ablement today and as we dive into thetopic, I'd love to kind of start off by talking about the evolution of ofmarketing kind of where, where marketing was and where you're seeingit today, can you can you explain that...

...to us just bout yeah? So I I think yknow we're all aware that marketing has changed. I mean marketing used toreally just be about the brand right and in a lot of organizations. Evenstill today, honestly marketing is not driving revenue in an organization.It's it's it's an expense or maybe it's doing internal communications and wherethings are shifting is that more and more we're seeing marketers that youknow have revenubales and the marketing can't just be about the logo or Boshore,or you know a nice pretty website. It actually has to do work. It's GottGotto, do something for you, so so we're definitely seeing that andthere's a lot of pressure, that's being put on marketing teams to you, know,drive drive, engagement, drive behavior that ultimately contributes to ravenuegrows for the organization and in a big way that marketing teams are doing that leading as to w to what we're going tobe talking about, for the bulk of this...

...interview is is by really comingalongside sails in an abling your sales team. To actually close revenue. Canyou can you talk to us about what you see that looking like? I think the themost over you know used terminology of sales and marketing alignment is, isthe key here yet right, Youre, A and, and people like Dantire M, you know,are using words like smarketing and kind of merging the two together and itit's because that's what we need to be doing so so, if you're, if you're arevenue driven marketer if you're doing demand generation yeah your number onegoal is kind of bringing leads in through your website or through events.You know in whatever we that you're doing marketing the thing is, bringing a lead indoesn't doesn't mean you're, hitting your revenue goals right. You actuallyhave to close that business and where marketers need to really shift theirthinking is working with sales and partnership to ensure that those leadsoranges leads that get Adt ed to your...

...crm, but that those leads are nirturedand that your sales team is well enabled and supported to help thoseprospects become customers and than help those customers. You knowultimately be successful. A O, that's were marketers, really need to takethings just one step, fother O. So, instead of instead of the goal beingbringing the lead in really the marketer's goal should be,you know whether or not that lead closes or not. Is that right? Ohabsolutely, and it's hard, because if you're gin in you know been in themarketing seat, you know okay. Well, I'm not the salesperson. I can'tactually close this business, I'm not the ones following up responding to theDEMOWOR quest, I'm not the one Um going through the process or negotiating thecontract. Why should I be responsible for you? You know whether or not thetidel close its right, but it's a team effort, and there are. There are thingsthere are tactics. There are different...

...things that that we could be doing asmarketers to better enable those sales people to be successful to help it tothose goals together. So, let's, let's dive into what some of those specificthings are where you, your role, someone who's, leading both sales andmarketing. What's that look like what what ismarketing, what tangible things can marketing do to come alongside salesand really enable them to to start closing? These leads that were sindingover the fence. I think it's you want to take one giant step back and look atNon Tosa marketing campaign, but look at an entire universal customer lifecycle campaign, really, if you' think about the big pict yea. So let's sayyou know, you're creating a a new ebok or there's a Webenar, a there's, somekind of marketing activity or event. That's going to happen. You've got yourlist of assets that you're going o need to have you're going to have to have alanding page you're going to have to have a registration. You have to haveit's a downloaditle piece of content,...

...the download you have the follow up,email that that goes to them to give them tha, H, Ebo and their nbox they're,going to roll them an nuture campaigns. All these things are going to happen.Righ and- and most marketers are thinking about those things well, theplace to take it one step frothers to go: okay, Ey. How are we getting thisinformation to the sales rup to the appropriate sells rop so that thatsells? Ropin knows that this lead has consumed this contect. Does the salesdrop know what other contents that or other experiences this this prospecthas consumed or has been involved in? That's also, really he and helping thatsalesperson really understand the big picture of what the prospect might belooking for. So those work flows triggers notifications, but as youralso a building got assets, it's a great time to be creating talkingpoints. You know a lot of people, re are hesitant to jump on. You know, situsing sale scripts, but maybe just talking points of okay, if you knowyou're following up a a salespernever...

...following up with a lead who hasconsumed this particular piece of content here are some appropriatetalking points that speak to the pains of this person, ATF the biopersona thatspeak to the solutions that we offer, so you can have an intelligentconversation with them. It may also be email templates that they can use forindividual followup. So it's just it's it's not it's not that complex. It'sit's like one or two additional things that you can be creating, while you'realready organizing everything that you're doing and building everythingfor your marketing campaign just think about what does the salesperson need toreally be successful in engaging this person? That makes sense, and so youknow, Jn, you you've led sales of marketing. You know in the time thatI've known you ad a couple O F different companies. Are there anyparticular things that you've seen the marketing teams that you've led anyparticular assets or or things that you've seen them do that have made thebiggest impact on their sales...

...counterparts? I think it's all aboutcommunication and visibility. So here's here's a good example, so we would dothings like sent a launch email when a new asset was available, and I wouldsay: Okay, you know here's that here's the list os are the types of people whoare going to be receiving this people who are in this stage of the buyersjourney that are this persona right and here's the piece of content and providethat to the sale seet. So then, what we started doing is going, let's also letthe o know when this is going out notjus. This is going out Wednesday,but this is going out Wednesday at ten am percific time with the exact timeand then what the sals team would do is they would actually block out on theircalendar a half an hour or forty minutes during that time, because,inevitably what would happen is when a launch email would go out, then allthese downloads would happen and people would be on our site and then peopledownload that asset and then they start...

...going over to the features page andthen they hop over to the pricing page, and that is the optimof time forsomeone in sales to be picking up the phone and calling, and so we we noticedthey was just letting them know just giving them access to the calendar,making them aware and allowing those Yale people to structure their day in away that they could respond to those those leaves that was really effectiveand they were happy to have it because you know for the PDRs they're camped onmeeting Ta they're booked for the the AES. You know theyded to get demoworquest, then so it it was just just about giving them exposure and thenworking together as one team and was desthere particular tool that that youuse gin so that your your sales team can see when, when specific people fromyou know particular accounts are on your site: Weo weresing hub spot forthe marketing, Autometian and kind of intrigering that and they have a asales professional sales pro tool. Um feture, that where you can see whensomeone's on the side or you can see,...

...you know, if they've clipped onsomething and just basic basic work clothes I mean we would have it whereUm on one on my ddrs one day said you know, I really wish. If someone was onthe pricing page, I wish that it can make an alarm just go off and M and II'm like well. I can't do that, but I can't send it send you a text messagethat I can do, and so we just can figure it hubspot so that if thecompany owner was known and the contact was known of the contact, you know metcertain requirements. It was on the pricing page. Then I inset a TEXmessage to the vdr saying: Hey first name, last Ning from company name is onthe pricing page right now call Hill at yours, the number Nice I love it. Ilove an and are you guys using like any sort of chap, bought on the on the sideitself that I've been seeing them pop up? More and more, I think drift hasAAs a pretty popular one. Have you guys played around with any tool like thatthat that allows people on your site to...

...engage directly with a rep? Oh, yes,yeah drift is awesome. Um Hubby has one buills into their. Their stack. Also umcalled messages, and you know what's really cool about that. From like acustomers, perpective o Bier perspective, you can configure them sothat the sales re up that that I assigned to the account that they'reworking with is the person's face and name Tha. They see there, and so youcan actually start. You know engaging as opposed to t being just like somerandom. You know other person other entite, so I think that that's it. ItI's a nice way, O kind of J s being this extension and N and being outthere but uh, but t there's theye're, so many cool,there's so many cool, like tools and and and pieces of software andartificial intelligence out there. Now I mean my head's just like swimmingwith IYEA. I I feely so son. This is this has been fantastic. I think m youO that there's so many people that I've I've heard this term sales enablementeverywhere and I feel, like you've done...

...a really great job of boiling it down Min, in simple terms that I I've been able to get my head around and and justthat you know just the thing that you set about just notifying your salesteam when a campaign's about to go out so that they're aware that there'sabout to be a flood of people comcome to the site that could potentially beready to buy R or move you know along the along the the sales process. Ithink that's, that's a that's a really important note to make an a tangibletakeaway for the folks listening to this to walk away with. Is thereanything else around Salls enablemet becoming the new marketing or being thenew marketing that you'd like listeners to to understand before I let you gotoday, you know, I think, to to your point f what you know. What you'rementioning is a takeaway is don't know where complicated. You know it's it's.We see to symblify things as as teams and even if you think, W you'recommunicating M, if you're not seeing...

...the results you want on the team, thifyou're not seeing that's energy, then then something's just you know notright. I mean t to to the point of of that example ofnotifying the team I mean we had. We had been including information aboutthe campaigns in you know one particular place Um within our our kindof world and it turns out the sales team they weren't using it. You knowthey weren't there. They weren't paying attention so like you, gotto meetpeople in the middle and Youw be where they are so um. I think it's it's justabout having good communication and and really working together and it's itcan be hard sometimes. But if you go after a common goal, you know y you'llget that N and I think that's it's it's funny. I I think I don't think anybodywould argue with you to say that you need to be where be where yourcustomers are, if you're, if you're communicating on a platform that yourcustomers aren't living in, then you're you're, probably not going to get varryfar, but the same exact thing is true:...

...when you're communicating internallyand FYOUR sales team isn't using whatever platform that you'republishing that that content to or or sending those Allergis to, then you better figure out where theyare hanging out, so that you can more effectively communicate, which isall B with this entire conversation as as kind of en centric around Gim. Thishas been. This has been super helpful if there's somebody listening to thisand they want to stay connected with you or they want to learn more aboutsmart bugmedia. What's the best way for them to go about doing both of thosethings. Well, I'm superactive on social media. So you can find me on link Daner,twitter, Gen, Spencer, Um, Yo recrst me on linke jam. Just let me know that y.You heard that you, you know onthis FIS po cast, so I have some contacts.THATWOULD BE AWESOME OR CHECK OUT SMARTBAG, media, dotcom,alesome, Gell. Think you so much foryour time today. I really appreciateit and looking forward to SA connected with you wonderful things for Hatti me. If you've been getting value from thispodcast, you can help us reach more...

...people by reviewing the show on itunes.Here's how you can leave a review in less than a minute open your pod castout and tap the Serch Igon in the bottom ray corner type in fee, O Bgrowth then select our show once you're there tap the reviews to have and tellus what you think of the show. These reviews help us out of time. Thank youso much for listening until next time.

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