Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.

1. Know More, Care More, Do More:
How to Listen, Learn, and Engage
with the Modern Buyer
Jill Rowley
Chief Growth Advisor, Marketo

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Housekeeping
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Agenda
• The modern buyer, the
modern marketer, the
modern seller
• Formula for better
engagement
• Examples for both sales and
marketing
• Quick wins to get started!
Meet Jill!

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Thank You to Our Partners

5. Why do we need to change?

6. Think brands must have a deep
understanding of their needs in
order to engage them
successfully
(Marketo)
73%
Say that the brands could do a
better job aligning their
engagement activities with their
preferences
(Marketo)
66%65%
Expect all of their interactions with a
brand to be personalized
(Marketo)
Growing Customer Expectations

7. of customers believe
brands try to deliver
value.
(Marketo)
Most of your customers don’t believe
you are trying to understand them
of marketers say their
engagement efforts
are effective.
33%83%

8. Explosion of technology

9. Explosion of technology

10. Who is the modern buyer?

11. Meet the Modern Buyer
Digitally-driven
Mobile
Socially-connected
Empowered

12. And it’s always changing….

13. So what does the modern
marketer and seller need to look
like?

14. Source: Forrester
Meet the Modern Seller

15. Is there VALUE in Engaging with
Sales?
73%
of B2B buyers find
buying from the web
more convenient

16. Salespeople are Being Replaced
Forrester forecasts that… 1 million US
B2B salespeople will lose their
jobs to self-service eCommerce
by the year 2020

17. How Today’s Marketer Supports
the Modern Seller
Identify
Insights
about the
Buyer
Creates
quality,
relevant
content
Determines
clear
messaging by
persona /
stage
Provide
change
management
advice
Provides best
practices
(especially
with social)

18. Value > Volume

19. How do you deliver value in
the Engagement Economy?

20. Listen Learn Engage

21. Know
more
Care
more
Do
more

22. LISTEN & KNOW MORE

23. Know What You Have, Fill the Gaps
MARKETING WHAT ELSE?
Services
Product
Use
Content
Consumption
Training
Satisfaction
Fulfillment
Account Managers
Billing
Advocacy
Sales
Web
Email
3rd Party
Mobile
Events
Direct
Mail
Social
SEO/SEM
Ads

24. Blue Cross
Blue Shield
of Rhode Island
ACA insurance packages are available
based on a subscriber’s age. To properly
target potential subscribers, they
needed to fill birthdate data gaps.
of companies
say their biggest challenge
to data-driven marketing
success is the lack of data
quality and completeness.
(Ascend2)
54%

25. It’s About Individual Behavior
What time do I engage?
What didn’t haven’t I opened?
Web
Email
What pages did I visit?
What blogs am I reading?
Sales
What did we talk about?
Where am I in the cycle?
Ads
Which programs did I click?
What device did I use?
FOREXAMPLE

26. Email
Web
Social
Ads
Ticket Buying DataCollects behavioral data
across channels and
lifecycle.
Using data has led to 30%
more ticket sales.
Favorite Players
Season Ticket Status
Personal Detail

27. LEARN & CARE MORE

28. of marketers believe
they are able to get a complete
view of their customer from all
available data sources.
(CMO Council)
6%

29. Create a Single Source of Truth
“Marketers need integration and coordination
among systems to manage and optimize individual
dialogs in real time, across channels, devices and
contexts, on a continuous basis.”
(Gartner Magic Quadrant for Digital Marketing Hubs, 2016)
• Direct Mail
• Program Interest
• Webinars
• Event Attendance
• Video Consumption
• Social Advertising
• Admissions Touches
• Enrollment Status
• SMS
• Search Analytics
• Website Activity
PROSPECTIVE STUDENT
ALL ENROLLMENT INTERACTIONS

30. Insight
Created a single-
source of truth
Discovered a need
for high-value touch
Action
Found just the right
way to deploy SMS
A single source of truth isn’t just about
collecting data and finding insight. It should
also surface insight and power action at scale.
Make Insight Accessible & Actionable

31. ENGAGE & DO MORE

32. of customers want
brands to create stories.
(Buffer)
92%

33. @ Scale
Learned the best time to engage
is when owners get a new puppy
Created a campaign for new
owners corresponding to their
puppy’s development
Timed to send each week with
a new developmental milestone
Great stories are:
PERSONAL
RELEVANT
TIMELY
First, Build Great Stories

34. uses interest in specific
topics to target content
automatically adapts web
and newsletter experiences
asks customers to share
preferred contact cadence
and keep it updated
CONTENT CHANNEL CADENCE
Follow up on topics and
formats that engage a
specific customer.
Learn and leverage the
specific channels a
customer prefers.
Adjust to reach customers
when and how often they
want to hear from you.
Keep Adapting the Stories

35. Storytelling Should Last a Lifetime
What’s next?

36. • Know What You Have
• Fill the Gaps
• Look for Behaviors
• Create a Single
Source of Truth
• Make Insight
Accessible
• Also Actionable!
• Build Great Stories
• Keep Adapting Your
Stories
• Storytelling Should
Last a Lifetime
LEARN |
CARE MORE
ENGAGE |
DO MORE
LISTEN |
KNOW MORE

37. Examples

38. To be Interesting; Be
Interested
Steve has Type 1 diabetes
Steve does CrossFit
Steve has two kids

48. Blend Digital Into
Your Sales DNA
Mindset
Skill-set Toolkit
Customer
Centered
Centric
Obsessed

49. We’re all on this digital
journey togetherMarketing
Develops the systems
& content that creates
opportunities for sales
Enablement
Establishes the environment
for continuous learning &
development
SalesDrives action &
accountability
to the sales team

50. Engage with me on
LinkedIn & Twitter

51. Questions?