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 a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe be tob growth show, a podcast dedicated to helping be to be executivesachieve explosive growth. What 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 Carberry. Let's get it into the show. Welcome back to the BB growth show. We are here today with Gin Spencer. She is the VP of sales andmarketing at smart bug media. Jin, how you doing today? I'm doingexcellent. Thank you. I am very excited to chat with you today. Jen, we had you on the podcast a while back and I'm reallyexcited to have you on here again today.

We're going to be talking about whysales enablement is the new marketing, but before we do that, I'dlove for you to explain to our listeners a little bit about smart bug mediaand what you and your team are up to over there. Oh, I'dlove to thank you so, smart bugy media. We are an intelligent inboundmarketing agency very much huch focused on revenue growth, and we do that usingembalm marketing, digital strategy, web development PR really to help our customers increasely'sand revenue and sales effectiveness, you know, over overall, and we're one ofhub spots top partners. Love it, I love it so so Jin,we're going to be talking about sales enablement today and as we dive intothe topic, I'd love to kind of start off by talking about the evolutionof marketing, kind of where we're marketing was and where you're seeing it today. Can You? Can you explain that...

...to us? Just about? Yeah, so I think we, you know, we're all aware that marketing has changed. I mean marketing used to really just be about the brand, right, and in a lot of organizations even still today, honestly, marketing isnot driving revenue in an organization. It's it's an expense, or maybe it'sdoing internal communications. And where things are shifting is that more and more we'reseeing marketers that you know, have revenue goals and the marketing can't just beabout the logo or B sure or, you know, a nice, prettywebsite. It actually has to do work, it's got to got to do somethingfor you. So so we're definitely seeing that and there's a lot ofpressure that's being put on marketing teams to, you know, dry drive engagement,drive behavior that ultimately contributes to revenue growth for the organization and and abig way that marketing teams are doing that, you know, leading us to whatwe're going to be talking about for...

...the bulk of this interview, is, is by really coming alongside sales and enabling your sales team to actually closerevenue. Can you, can you talk to us about what you see thatlooking like? I think they're the most over you know, use terminology ofsales and marketing. Alignment is is the key here. Yeah, right,you're and and people like Dan Tire, you know, are using words likemarketing and kind of merging the two together, and it's because that's what we needto be doing. So so if you're if you're a revenue driven marketer, if you're doing demand generation, yeah, your number one goal is kind ofbringing leads in through your website or through events, you know, andwhatever way that you're doing marketing. The thing is, bringing a lead indoesn't doesn't mean you're hitting your revenue goals right. You actually have to closethat business, and where marketers need to really shift their thinking is working withsales in partnership to ensure that those leads...

...are in, just leads that getadded to your crm, but that those leads are nurtured and that your salesteam is well enabled and supported to help the those prospects become customers and thenhelp those customers, you know, ultimately be successful. And so that's wheremarketers really need to take things. Oh, just one step further, got it. So instead of instead of the goal being bringing the lead in,really the marketers goal should be, you know, whether or not that leadcloses or not. Is that right? Oh, absolutely, and it's hardbecause if you're been in you know it, been in the marketing seat, youknow. Okay, well, I'm not the salesperson, I can't actuallyclose this business. I'm not the one following up, responding to the DEMOrequest, I'm not the one going through the process or negotiating the contract.Why? Should I be responsible for. You you know whether or not theideal closes, right, but it's a team effort and there are there arethings or tactics, are are different things...

...that that we could be doing asmarketers to better enable those sales people to be successful, to help achieve thosegoals together. So let's let's dive into what some of those specific things are. Where your role someone who's leading both sales and marketing. What's that looklike? What what does marketing what tangible things can marketing do to come alongsidesales and really enable them to start closing these leads that we're sending over thefence? I think it's you know, you want to take one giant stepback and look at not just a marketing campaign, but look at an entireuniverse, a customer life cycle campaign really, if you think about the big picture. Yeah, so let's say you know you're creating a new ebook orthere's a Webinar. Okay, there's some kind of marketing activity or event that'sgoing to happen. You've got your list of assets that you're going to needto have. You'RE gonna have to have a landing page, you're going tohave to have registration. You have to have, if it's a downloadable pieceof content, the download, you have...

...the follow up email that that goesto them to give them the the ebook in their inbox. You're going toroll them and nurture campaigns. All these things are going to happen right andand most marketers are thinking about those things. Well, the place to take itone step further is to go okay, a how are we getting this informationto the sales up, to the appropriate sales up, so that thatsales drop knows that this lead has consumed this content? Does the salesrop knowwhat other content that or other experiences this this prospect has consumed or has beeninvolved in? That's also really key in helping that salesperson really understand the bigpicture of what the prospect might be looking for. So those workflows, triggersnotifications. But as you're also building assets, it's a great time to be creatingtalking points. You know a lot of people are hesitant to jump on, you know, sit using sales scripts, but maybe just talking points of okay, if you know you're following up as a salesperson, of your followingup with a lead who has consumed this...

...particular piece of content. Here aresome appropriate talking points that speak to the pains of this person as the buyerpersona that speak 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 follow up. So it's just it's not it's not that complex. It'sit's like one or two additional things that you can be creating while you're alreadyorganizing everything that you're doing and building everything for your marketing campaign. Just thinkabout what does the salesperson need to really be successful in engaging this person?That makes sense. And so jen you've you've led sales and marketing. Youknow, in the time that I've known you had a couple different companies.Are there any particular things that you've seen the marketing teams that you've led,any particular assets or things that you've seen them do that have made the biggestimpact on their sales counterparts? I think...

...it's all about communication and visibility.Okay, so here's here's a good example. So we would do do things likesent a launch email when a new asset was available and I would say, okay, you know here's that, here's the list to the know theseare the types of people who are going to be receiving this, people whoare in this stage of the buyers journey, that are this persona right and here'sthe piece of content and provide that to the sales team. So thenwhat we started doing is going let's also let the sales team know when thisis going out, not just this is going out Wednesday, but this isgoing out Wednesday at ten am Pacific Time, with the exact time. And thenwith the sales team would do is they would actually block out on theircalendar and half an hour or forty minutes during that time, because inevitably whatwould happen is when that launch email would go out, then all these downloadswould happen and people would be on our site and then people download that assetand then they start going over to the...

...features page and then they hop overto the pricing page, and that is the optimum time for someone in salesto be picking up the phone and calling. And so we noticed it was justletting them know, just giving them access to the calendar, making themaware and allowing those sales people to structure their day in a way that theycould respond to those those leads. That was really effective and they were happyto have it because, you know, for the bdrs, they're comped onmeetings that they're booked for, the the AEA's, you know, they needto get demo requests, and so it was just just about giving them exposureand then working together as one team. And was is there a particular toolthat that you use gin so that your sales team can see when when specificpeople from, you know, particular accounts are on your site? We sowe were using hub spot for the marketing out of nation and kind of intriggering that, and they have a sales professional, sales pro tool feature thatwhere you can see when someone's on the...

...side or you can see, youknow, if they've clipped on something, and just basic, basic workflows.I mean we would have it where one of one of my bed ours oneday said, you know, I really wish if someone was on the pricingpage, I wish that it can make an alarm just go off in myhead and I'm like, well, I can't do that, but I can'tsend it. Send you a text message. That I can do. And sowe just configured hub spot so that if the company owner was known andthe contact was known, of the contact, you know, met certain requirements,it was on the pricing page. Then it win said a text messageto the D are saying hey, first name, last name from company nameis on the pricing page right now. Call at here's the number. Nice. I love it. I love it. And and are you guys using likeany sort of chap bought on the on the site itself? That kindof I've been seeing them pop up more and more. I think drift hasas a pretty popular one. Have you guys played around with any tool likethat that that allows people on your site...

...to engage directly with a wrap?Oh yes, yeah, drift is awesome. Hub spot has one built into theirtheir staff also called messages, and you know what's really cool about that, from like a customers perspective, of Bira perspective, you can configure themso that the sales are up, that that is assigned to the account thatthey're working with, is the person's face and name that they see there,and so you can actually start, you know, engaging as opposed to itbeing just like some random, you know, other person, other entity. Yeah, so I think that that's it. It's a nice way of kind ofjust being this extension and and being out there. But but there's there'sso many cool there's so many cool like tools and and in pieces of softwareand artificial intelligence out there now. I mean, my heads just like swimming. Yeah, yeah, I feel you. So, so, JEM this isthis has been fantastic. I think you know that there's so many peoplethat I've heard this term sales enablement everywhere...

...and I feel like you've done areally great job of boiling it down and in simple terms that I've been ableto get my head around and just that, you know, just the the thingthat you set about just notifying your sales team when a campaigns about togo out, so that they're aware that there's about to be a flood ofpeople come to the site that could potentially be ready to buy or move,you know, along the along the the sales process. I think that's that'sa that's a really important note to make and a tangible takeaway for the folkslistening to this to walk way with. Is there anything else around sales enableit becoming the new marketing or being the new marketing that you'd like listeners tounderstand before I let you go today. You know, I think you toto your point of what you know, what you're mentioning as a takeaway is. Don't know where complicate it. You know, it's it's we using tosymbolize things as teams. And you know, even if you think you know you'recommunicating, if you're not seeing the...

...results you want on the team,if you're not seeing that synergy, then then something's just, you know,not right. I mean to the to the point of that example of notifyingthe team. I mean we had we had been including information about the campaignsin, you know, one particular place within our kind of world, andit turns out the sales team, they weren't using it. You know,they weren't there, they weren't paying attention. So it's like you got to meetpeople in the middle and be where the be where they are. SoI think it's just about having good communication and and really working together and it'sit's can be hard sometimes, but if you go after a common goal,you know you'll get that and I think that's it's funny. I think Idon't think anybody would argue with you to say that you need to be wherebe where your customers are. If you're if you're communicating on a platform thatyour customers aren't living in, then you're probably not going to get very far. But the same exact thing is true...

...you're communicating internally and if, ifyour sales team isn't, you know, using whatever platform that you're publishing thatthat content to or sending those allergs to, then then you better figure out wherethey are hanging out so that you can more effectively communicate. which isall. But with this entire conversation has has kind of been center around Jim. This has been this has been super helpful. If there's somebody listening tothis and they want to stay connected with you or they want to learn moreabout smart bug media, what's the best way for them to go about doingboth of those things? Well, I'm super active on social media, soyou can find me on Linkedin or twitter. It's is Jen Spencer. You requestme on linked and just let me know that you heard this. You, you know, on this fist podcast, so I have some context. Thatwould be awesome. Or check out smart bug Mediacom awesome. Gent willthank you so much for your time today. I really appreciate it and looking forwardto staying connected with you. Wonderful thanks for having me. If you'vebeen getting valued from this podcast, you can help us reach more people byreviewing the show on itunes. Here's are...

...you can leave a review in lessthan a minute. Open your podcast APP and tap the surge icon in thebottom right corner. Type in fee to be growth, then select our show. Once you're there, tap the reviews tab and tell us what you thinkof the show. These reviews help us out of time. Thank you somuch for listening. Until next time,.

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