InboundPHX: Case Study - Sales & Marketing Working Together

CASE STUDY: MARKETING + SALES WORKING TOGETHER

JAMIE GLASS, VP MARKETING & SALES OPERATIONS AT WELOCALIZE

THE REALITYMarketing is Funded by SalesMarketing is the Fuel for Driving RevenueMarketing Opens the ConversationsSales Closes the DealResults Matter and Align to Business OutcomesEveryone Owns the Customer Journey

THINK LIKE SALES

Identify Ideal Client

Profile

Go Where They Go

Listen to Their

Challenges

Personalize Conversatio

n

Solve Problems Ask to Buy

Ideal Client Influence Engage

CREATING CONVERSATIONS

According to Cult Brand Marketing,

there are 52 types of marketing

strategies and tactics you can use

to bring new customers to your

business and grow your brand.

CASE STUDY

SALES IDENTIFIES TARGETS

Localization BuyerGlobal Brand$1M Budget

Complex Requirements

TOGETHER WE IDENTIFY

INFLUENCERSStrong Community

Influenced by Global Brands

NetworkersExperienced

WE LISTEN TO BUYERS

Market ResearchEvents

Listen to Buyer Presentations

Share and Collaboration

Marketing Plan CRM + Research Socializing

CASE STUDY

MARKETING PERSONALIZES CONVERSATION

SegmentationNeeds

CapabilitiesValue Propositions

WIIFM

WE PRESENT SOLUTIONS

Customer-CentricInnovative

Outcomes DrivenUrgency

SALES ASKS FOR THE BUSINESS

Call to ActionEasy to Do Business

Validates Customer Journey

Content + Technology Presentation Proof

CASE STUDY: CLIENT EVENT RESULTS1. Invite Targeted Buyers = 1,413

• SFDC + Marketo• Email Campaigns• Web and Landing Pages• PR

2. Peer-to-Peer Event on Industry Topics = 29• Presentations by Influencers• Event Management (Logistics, Giveaways)

3. Event Follow-Up• Emails 2x + nurtures• Call Campaigns for Meetings

4. Sales Presentations = 85. Proposals (RFPs, Quotes) = $3.5M6. Close = $2.2M

SUCCESSMarketing is SellingMarketing ROI is Critical - Prove by Sales Results, Tracking Activities and Producing ScorecardManage Multiple Marketing Touchpoints Start the Sales Process with Targeted Conversations

SUMMARYUnderstand the Sales Process - Match Your Marketing Plan with your Sales PlanAgree on Key Targets – Accountability and CommitmentKnow Your Buyer and Build Influence – Participate in Buyer CommunitiesListen to Their Needs – Go on Sales Calls and to EventsPersonalize Your Conversations – Emails, Advertising and Customizable ContentDemonstrate Why – Case studies, Thought Leadership, WebinarsPresent and Propose Solutions – Presentations, CollateralShow Why Now – Success stories, PR, Testimonials

CONTACTJamie GlassVP Global Marketing + Sales OperationsWelocalizewww.welocalize.com Jamie.Glass@welocalize.comTwitter: @jglass8, @welocalize, @welocalizejamie