719: How to Leverage Account-Based Thinking To Accelerate Sales w/ Kelly J. Waffle

ABOUT THIS EPISODE

In this episode we talk to Kelly J. Waffle, VP of Marketing & Partnerships at Kwanzoo.

Click here to connect with this guest on LinkedIn.

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 B tob growth show, 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 into the show. This episode is sponsored by Directive Consulting, the B Tob Search Marketing Agency. Okay, it's a pleasure to welcome to the show Kelly Waffle, the VP of marketing and partnerships at Quonzo. Kelly, you've won a number of awards. You've been recognized as a leader in ABM, and this is very exciting for our audience, who are, in particular, are interested in the topic of ABM and Marketing in general. But you won the Marquettos Revy Award Elkis Marky Award and your name to Onalyticus top fifty Martech influencers. So it's a real pleasure to have we on the show and love to hear a little bit of an introduction on what you're up to a Kuanzo. Yeah, thanks for inviting me, rex. I'm really excited about this. At Quanzu we've been in the ABM display advertising space for the last couple of years, but what I'm really excited about as a marketer is really going a lot deeper beyond advertising into the world of data metrics and reporting and really taking that information and making it actionable. So at Quanzoo we do a lot of reporting around our advertising campaigns. We do a lot of stuff around post campaign data and information. We also...

...go in and we work with our DSPS and pull out information from their logs and were able to format into material and information that's actionable to our customers. So it's all about not just running the campaigns, but being able to collect the right information and data and being able to make the stations on that to help optimize future campaigns. Yeah, that's that's a really interesting idea. Taking the data you get from one and kind of helping to apply to the next that's fantastic. As you look at the way that sales and marketing or leveraging data, you were talking to me before the show here about how we could be using it better at the top of the funnel, like early, early stage in an engagement with a perspective buyer such us a little bit about that. Yeah, it's really interesting, rex. So I've been doing some research on this lately and you know, as you had mentioned before, a lot of my background has been in the world of marketing, automation and demand generation, and with that a lot of time has focused on the middle of the funnel, so going from the lead to the opportunity, and that's where a lot of emails use, that's where a lot of SDR support goes into play and things like that, and so there are a lot of players in that space that can help you out. What I find fascinating is a lot of people spend a tremendous amount of money at the very top of the funnel, but there's a gap between that top of the funnel and the lead stage and and so you know at Kuan Zoo we call that zero touch to lead. So that space in there where you're trying to get the first touch, the second touch. I think a lot of buyers or potential buyers or loss they drop out because you're not engaging with them properly. And part of the reason...

...why you're not engaging with them properly as in the past, you haven't had data that you could use for that. You could, you know, make actionable decisions and really customize and focus your messaging around there. But, as I was telling you before, there's now technology, I'll there, that kind of enables you to glean that data. So you may not have a specific email address or you may not have a name of a person, but you certainly can collect a lot of anonymous information, especially in North America, around the accounts, what behaviors are happening from that accounts, what geography that account office is in and things like that. So you can pull in enough pieces of that. Marketing can collect enough of those pieces that they can then pass that over to an FDR or BEDR and with very little time they can go in and do a little bit more research and and pretty much find out who that person is. Sure. E. With that information they can go on and they can start an engagement process much sooner than they normally would. Sure are you using that to then prioritize the accounts that you're going after? That how your leverage? Absolutely, absolutely. So. Any of that stuff works for prioritization. It helps customize the messaging because you kind of can see what information you know they're biting on and things like that. But it really puts the salesperson, you know, weeks even months ahead of where they would have been if they had waited until they've gone through the formal process of receiving a lead and qualifying the lead at that point. M Yeah, now, that's that's great. Now you mentioned this kind of from an account perspective and obviously with a BM that's what you're thinking about, is at the account level,...

...but you know a lot of us are thinking of this at the individual contact or lead level. How do you look at that world? What's the difference and what's the most important thing for us to be focusing on? Well, I mean, to me there's always going to be a mix of the too. You know, I don't believe that a marking department is going to put all their resources into account based marketing. There's always going to be a mix of demand generation and the mix of ABM resources, and a lot of times they're the same people. So but the strategies are a little bit different, and you're right. So, from an account based marketing perspective, you're going to be looking at the overall accounts. You know how many people decision makers are within that account that you have to reach. At the same time, if you're coming at it from a demand generation point of view, you're going to be focused on an individual lead, an individual contact that you can build a relationship with and hopefully make them your champion and decision maker and move things forward. So you got to be kind of shifting gears a little bit in how you look at things and how you frame things. So, like you said, on the one end you're going to be looking at a lead, on the other end you're going to be looking at an opportunity and one you're looking at an individual and on on the ABM side you're looking at a collective group. Sure, good, I think that add some clarity there. Tell us a little bit. I mean before the interview again we were talking about okay, so this is the top of the funnel. We're looking at who we're targeting. What accounts for target were prioritizing? Were we're adding the right information, but you said, Hey, when you get to the bottom of the funnel is some really cool technology. This is where I really want us to dig in and get some specifics. I love to hear some of the technologies you think can be leveraged in that. A little bit further down the funnel where we're talking opportunity to close phase, once you've generated the opportunity, you've got that champ, you've got somebody WHO's agreed that they're interested, they're...

...moving forward to some degree. How we go from opportunity to close? What are those technologies there? Yeah, so you know, as you know, in sales you're trying to accelerate things to the pipeline as quick as you can, but especially if you're operating, you know, on enterprise deals, you you run into longer and longer sales cycles and again, a lot of those decisions are made by a collective group of people and not one person. So those opportunities kind of tend to stall in the pipeline. Sum and know what I'm seeing out there and you know when I advise you know a lot of our customers is there's a lot of great technology out there now, specialized tools that focus on that range between an opportunity and clothes. So these are accounts that you've been working on. You've gotten great traction with them, but for whatever reason they're not moving along. There's a lot of technology out there. Are Some of the companies that I'm thinking about? Or there's a company out there called CLARY and there's another company called looker and I think there's one called insight squared, and they all go out there and they focus on this area and how to help the sales team accelerate that process. They're using artificial intelligence to help move things along and then also to help sales managers with their forecasting and be able to predict more accurately when that revenue is going to come into play. These are tools that I don't think are really being taken advantage of today, but I think both from a marketing perspective and a sales perspective they're great tools for for both groups to work on together to get a sense of...

...how they can move things down the pipeline faster. Sure, can you give us an idea of what that technology you know, actually does? Tactically. It does like everything. So I mean I'm kind of astounded. It really goes in there and kind of maps out everything, all the behaviors that are occurring, what behavior should be occurring, what kind of actions you should be taking. They make recommendations on things you can do. So there's a little bit, little bit of a mix of everything going on there, but I think it's just the concept of adding in some artificial intelligence into that process is what's been missing in the past. Yeah, that's very interesting and I'm a guessing they're they're kind of assessing the communication back and forth between parties. Yeah, there are. They're literally assessing everything. So you know the overall orchestration. So you hear the term orchestration and used a lot on the marketing side and how to pull things together, and now they're starting to apply that to sales automation and sales functions, which I think is fantastic because again, every company I've been at, as just they have been very frustrated with their ability to predict things. So even you know, quote unquote, hot deals that are moving down the pipeline, you know they hit a wall and they stall out for a couple months. You know, and the sales team, the sales managers, are scratching their head saying I don't know what's going on here. I mean we have that happen at clon sue all the time. So you know, having this kind of technology just provide you another perspective on how you can address those things. Today's gross story is all about search engine marketing. The company were highlighting is sentinel one. This challenger Cybersecurity brand was set out to disrupt the endpoint protection space. Their brand was top notch, their product was innovative, but they were struggling to gain traction online in an already...

...developed industry. Then they found directive consulting, a Bob Search Marketing Agency. Within the first quarter of working with directive, Sentinel one was able to increase their organic traffic by a hundred and twenty eight percent and overall lead volume by an outstanding two hundred and fifty one percent. I have a hunch that directive can get these kind of results for you to, so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview. Yeah, that's really interesting. So we're looking at things from the account level. We're looking at it as look, this is this is the opportunity that we're working there's more than one person, but let's zoom in, right you get you get all this date, all this information. We're still struggling to speak to the people at these organizations and you and I talked a little bit about this. What's happening there and what do you see? Where do we need to go with this? You know, looking at just human to human as as we're trying to communicate with another person, especially as you look at emails and how things are, it's getting harder and harder as the inbox gets more and more flooded. With the technology. It's made it possible for us to send, you know, millions of messages in a single click. What's happening there? Where we need to take it? Well, I mean the part you just brought up is fantastic. Is We can't lose sight of that human the human communication. So it's fantastic to have the technology to help you be more efficient and effective, but you can't just be reliant on that and I give it. Gave a Webinar yesterday talking about a number these things and I was astounded by a couple of points. One is the research that I saw. There's two hundred and eighty one billion emails, billion, two hundred eighty one billion emails that are sent and received every day around the world. Wow, that's a lot of emails.

So it's not a wonder that people's inboxes fill up very quickly. The another point that I presented yesterday was, I think it came from serious decisions, was that forty eight percent of people empty out a fair amount of their inbox every day without reading the email malls within five minutes. Sure, yeah, all right, yeah, it's the little check box on the side reselect a bunch of Min hit to league. Yeah, yeah, I, and I, you know I'm one of those people. So and then I read a statistic from a hub spot that only twenty four percent of sales the emails or even opened. So if you're fortunate enough to have someone open your email, it's very important that you get to your value proposition very quickly and personalize the email as much as you can. So the technology today is very sophisticated and especially between a marketing automation platform and a CRM system. You can, you know, probably tap into fifteen, twenty different fields from your crms system and plug them into your email to make your email very specific to that person, sure, and show them that you're touching on a specific pain point or you're dressing their geography or your addressing a specific you know, renewaled timeline or whatever it is. You need to be as specific as possible. You know, I can just tell you based on the sales emails that I get, that a lot of salespeople or not putting that effort into it. You know, they just immediately jump into how wonderful lad product is and you know, can can I get a me a meeting with me? And you know those get deleted right away. So if they come back to me and show me...

...that they understand who I am and what my pain is and then they can offer a solution, yes, then I'm more likely to engage in a conversation with them. Well, now I've got to ask, because there is technology that allows personalization in the market place to a degree that I'll hold back my personal opinion on this. I'd love to hear your opinion. That can tell you. You know, with automation, with artificial intelligence, they call it. They can go into someone's online profiles and pull out information like, Hey, your your big fany, I went to Byu, so I'm a big fan of the cougars, and they might use that in the subject line and the first line of the email. Are these personal details relevant enough or they as relevant? Do you use the personalization as an ice breaker and then give a generic pitch? It sounds like you're talking more about a specific pitch to a specific problem because of you and your yes, yea, as the ladder. So yeah, I've had those kind of ice breaker things. Hey, I went to the same college that you went to and you know, go dukes and all this kind of stuff, and I see right through that stuff. It does has no effect on me at all. So I'm talking about really spending the time. So, even if it brings down the volume of people that you reach down a little bit, I would spend a little bit more time on quality versus quantity to actually set up for the meaningful conversation and get, hopefully, over time, a higher level of engagement than you were in the past. You were getting in the path. Sure. Well, I know. I think this is some great advice. We've covered some good topics here, from the macro and then the micro kind of human to human level. Kelly, when people want to learn more from you, more things about what you do a Quinsy, where do they find you? They can find me on Linkedin and Kelly J wawfule. I have a fairly high number of followers on twitter again, at Kelly J wallful. I'm continually pushing out...

...information and they can also reach me at Kelly, at QUANZOOCOM. Any of those are good channels to reach me. Very good. I'm curious what's keeping you on twitter? What do you like it? What do you use it for? Because I think that's that's one channel that some people are still equally passionate about as they've been for years. anothers say it's dying. You know what, what is it that works for you? As kind of a side note here again to me, you know, I just tend to use a variety of different channels. I don't put, you know, my stock and anyone channel. So I get into conversations with people on twitter that I don't necessarily get into on Linkedin or other channels. So just twitter enables me to push out a lot of thought leadership and get connected people, probably more on the global basis than I do through any of the other channels. Very good. That's that's excellent. O Kelly, it's been a pleasure having on the show. We appreciate your thoughts here. I again thanks for inviting me and I enjoyed talking to you rex. I appreciate it. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner in a sitting near you, go to...

...be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening. Until next time,.

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