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 create content that resonates with your audience? Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve 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 and marketing at smart bug media. Jin, how you doing today? I'm doing excellent. Thank you. I am very excited to chat with you today. Jen, we had you on the podcast a while back and I'm really excited to have you on here again today.

We're going to be talking about why sales enablement is the new marketing, but before we do that, I'd love for you to explain to our listeners a little bit about smart bug media and what you and your team are up to over there. Oh, I'd love to thank you so, smart bugy media. We are an intelligent inbound marketing agency very much huch focused on revenue growth, and we do that using embalm marketing, digital strategy, web development PR really to help our customers increasely's and revenue and sales effectiveness, you know, over overall, and we're one of hub 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 into the topic, I'd love to kind of start off by talking about the evolution of 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 is not driving revenue in an organization. It's it's an expense, or maybe it's doing internal communications. And where things are shifting is that more and more we're seeing marketers that you know, have revenue goals and the marketing can't just be about the logo or B sure or, you know, a nice, pretty website. It actually has to do work, it's got to got to do something for you. So so we're definitely seeing that and there's a lot of pressure 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 a big way that marketing teams are doing that, you know, leading us to what we'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 close revenue. Can you, can you talk to us about what you see that looking like? I think they're the most over you know, use terminology of sales and marketing. Alignment is is the key here. Yeah, right, you're and and people like Dan Tire, you know, are using words like marketing and kind of merging the two together, and it's because that's what we need to 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 of bringing leads in through your website or through events, you know, and whatever way that you're doing marketing. The thing is, bringing a lead in doesn't doesn't mean you're hitting your revenue goals right. You actually have to close that business, and where marketers need to really shift their thinking is working with sales in partnership to ensure that those leads...

...are in, just leads that get added to your crm, but that those leads are nurtured and that your sales team is well enabled and supported to help the those prospects become customers and then help those customers, you know, ultimately be successful. And so that's where marketers 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 lead closes or not. Is that right? Oh, absolutely, and it's hard because if you're been in you know it, been in the marketing seat, you know. Okay, well, I'm not the salesperson, I can't actually close this business. I'm not the one following up, responding to the DEMO request, 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 the ideal closes, right, but it's a team effort and there are there are things or tactics, are are different things...

...that that we could be doing as marketers to better enable those sales people to be successful, to help achieve those goals 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 look like? What what does marketing what tangible things can marketing do to come alongside sales and really enable them to start closing these leads that we're sending over the fence? I think it's you know, you want to take one giant step back and look at not just a marketing campaign, but look at an entire universe, 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 or there's a Webinar. Okay, there's some kind of marketing activity or event that's going to happen. You've got your list of assets that you're going to need to have. You'RE gonna have to have a landing page, you're going to have to have registration. You have to have, if it's a downloadable piece of content, the download, you have...

...the follow up email that that goes to them to give them the the ebook in their inbox. You're going to roll them and nurture campaigns. All these things are going to happen right and and most marketers are thinking about those things. Well, the place to take it one step further is to go okay, a how are we getting this information to the sales up, to the appropriate sales up, so that that sales drop knows that this lead has consumed this content? Does the salesrop know what other content that or other experiences this this prospect has consumed or has been involved in? That's also really key in helping that salesperson really understand the big picture of what the prospect might be looking for. So those workflows, triggers notifications. But as you're also building assets, it's a great time to be creating talking 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 following up with a lead who has consumed this...

...particular piece of content. Here are some appropriate talking points that speak to the pains of this person as the buyer persona that speak to the solutions that we offer so you can have an intelligent conversation with them. It may also be email templates that they can use for individual follow up. So it's just it's not it's not that complex. It's it's like one or two additional things that you can be creating while you're already organizing everything that you're doing and building everything for your marketing campaign. Just think about 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. You know, 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 biggest impact 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 like sent 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 these are the types of people who are going to be receiving this, people who are in this stage of the buyers journey, that are this persona right and here's the piece of content and provide that to the sales team. So then what we started doing is going let's also let the sales team know when this is going out, not just this is going out Wednesday, but this is going out Wednesday at ten am Pacific Time, with the exact time. And then with the sales team would do is they would actually block out on their calendar and half an hour or forty minutes during that time, because inevitably what would happen is when that launch email would go out, then all these downloads would happen and people would be on our site and then people download that asset and then they start going over to the...

...features page and then they hop over to the pricing page, and that is the optimum time for someone in sales to be picking up the phone and calling. And so we noticed it was just letting them know, just giving them access to the calendar, making them aware and allowing those sales people to structure their day in a way that they could respond to those those leads. That was really effective and they were happy to have it because, you know, for the bdrs, they're comped on meetings that they're booked for, the the AEA's, you know, they need to get demo requests, and so it was just just about giving them exposure and then working together as one team. And was is there a particular tool that that you use gin so that your sales team can see when when specific people from, you know, particular accounts are on your site? We so we were using hub spot for the marketing out of nation and kind of in triggering that, and they have a sales professional, sales pro tool feature that where you can see when someone's on the...

...side or you can see, you know, 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 one day said, you know, I really wish if someone was on the pricing page, I wish that it can make an alarm just go off in my head and I'm like, well, I can't do that, but I can't send it. Send you a text message. That I can do. And so we just configured hub spot so that if the company owner was known and the contact was known, of the contact, you know, met certain requirements, it was on the pricing page. Then it win said a text message to the D are saying hey, first name, last name from company name is 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 like any sort of chap bought on the on the site itself? That kind of I've been seeing them pop up more and more. I think drift has as a pretty popular one. Have you guys played around with any tool like that 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 their their staff also called messages, and you know what's really cool about that, from like a customers perspective, of Bira perspective, you can configure them so that the sales are up, that that is assigned to the account that they'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 it being 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 of just being this extension and and being out there. But but there's there's so many cool there's so many cool like tools and and in pieces of software and artificial intelligence out there now. I mean, my heads just like swimming. Yeah, yeah, I feel you. So, so, JEM this is this has been fantastic. I think you know that there's so many people that I've heard this term sales enablement everywhere...

...and I feel like you've done a really great job of boiling it down and in simple terms that I've been able to get my head around and just that, you know, just the the thing that you set about just notifying your sales team when a campaigns about to go out, so that they're aware that there's about to be a flood of people 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's a that's a really important note to make and a tangible takeaway for the folks listening to this to walk way with. Is there anything else around sales enable it becoming the new marketing or being the new marketing that you'd like listeners to understand before I let you go today. You know, I think you to to 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 to symbolize things as teams. And you know, even if you think you know you're communicating, 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 notifying the team. I mean we had we had been including information about the campaigns in, you know, one particular place within our kind of world, and it 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 meet people in the middle and be where the be where they are. So I think it's just about having good communication and and really working together and it's it'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 I don't think anybody would argue with you to say that you need to be where be where your customers are. If you're if you're communicating on a platform that your 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, if your sales team isn't, you know, using whatever platform that you're publishing that that content to or sending those allergs to, then then you better figure out where they are hanging out so that you can more effectively communicate. which is all. 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 to this and they want to stay connected with you or they want to learn more about smart bug media, what's the best way for them to go about doing both of those things? Well, I'm super active on social media, so you can find me on Linkedin or twitter. It's is Jen Spencer. You request me on linked and just let me know that you heard this. You, you know, on this fist podcast, so I have some context. That would be awesome. Or check out smart bug Mediacom awesome. Gent will thank you so much for your time today. I really appreciate it and looking forward to staying connected with you. Wonderful thanks for having me. If you've been getting valued from this podcast, you can help us reach more people by reviewing the show on itunes. Here's are...

...you can leave a review in less than a minute. Open your podcast APP and tap the surge icon in the bottom 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 think of the show. These reviews help us out of time. Thank you so much for listening. Until next time,.

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