Marketing, Closing the Sale

Dustin Cederholm

Director of Digital Marketing, Fluid

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

@Dustin Cederholm @GetFluid

@GetFluid

#FluidWebinarSeries

Did You Say — Smarketing?

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What is Smarketing?S m a r ke t i n g i s t h e 2 1 s t c e n t u r y m a r r i a g e b e t w e e n s a l e s a n d m a r ke t i n g d e p a r t m e n t s , r e s u l t i n g i n t h e a d o p t i o n o f c o m m o n t h o u g h t s , p r o c e s s e s , a n d o b j e c t i v e s .

N o t t o b e c o n f u s e d w i t h s m a r t ke t i n g / smärtkədiNG / w h i c h i s t h e u s e o f p r e d i c t i v e m a r ke t i n g t e c h n i q u e s , a n d / o r m a r ke t i n g t h a t j u s t m a ke s s e n s e !

Image source: https://www.pinterest.com/teresarberry/wedding-cake-toppers/

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Who Are The Players - Sales

• B e c a u s e t h i s i s t h e w a y t h i n g s a re d o n e

• Re v e n u e - s t re a m

• C o re o p e r a t i o n

• M o s t i m p o r t a n t g u y / g i r l i n t h e ro o m

• “ M a r ke t i n g l e a d s s u c k ! ”

• S Q LImage source: http://www.nytimes.com/2008/04/20/weekinreview/20uchitelle.html?_r=0

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Who Are The Players - Marketing

• T h e n e w w a y t h i n g s a re d o n e

• Wo r k s m a r t e r n o t h a rd e r

• 5 0 % o f m a r ke t i n g i s n ’ t w o r k i n g b u t …

• N o n - re v e n u e s t re a m

• “ S a l e s n e v e r f o l l o w s u p w i t h l e a d s ”

• M Q LImage source: http://goldsoundzblog.com/features/in-defense-of-hipsters/

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Who Are The Players – C-Suite

• H o w t h i n g s w i l l b e d o n e

• D o n ’ t k n o w w h a t ’ s “re a l l y ” g o i n g o n

• C o m e d o w n h a rd e s t o n s a l e s

• M a r ke t i n g b u d g e t t h e fi r s t t o g o

• Re v e n u e

Image source: https://clairestbearestreviews.com/2014/02/19/theatre-review-private-lives-melbourne-theatre-company/

Why Is Smarketing Important?

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HeadingS u b h e a d i n g

Image source: http://www.todaysparent.com/family/parenting/sibling-fighting-how-to-keep-the-peace/

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HeadingS u b h e a d i n g

Image source: http://www.todaysparent.com/family/parenting/sibling-fighting-how-to-keep-the-peace/

Image source: https://www.flickr.com/photos/evaekeblad/611546983

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Why Is Smarketing Important?• M a r ke t i n g c a m p a i g n m e s s a g i n g

• Ta rg e t a c c o u n t f o c u s

• M u t u a l d e p a r t m e n t a l s u p p o r t n e e d s

• Te a m c o m r a d e r y

• C u s t o m e r s e r v i c e

• B u s i n e s s re p o r t i n g• B u d g e t a n a l y s i s• M a r ke t i n g a t t r i b u t i o n• S a l e s e ff e c t i v e n e s s

• C o r p o r a t e g ro w t h a n d c o m p e t i t i v e e d g e

How Marketing can help close the sale

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PrioritizationH o w t o m a ke s m a r ke t i n g a p r i o r i t y

• I t i s c r i t i c a l t h a t a s m a r ke t i n g s t r a t e g y h a v e t h e b u y - i n o f t h e e n t i r e o ffi c e , e s p e c i a l l y f r o m t h e C -s u i t e d o w n

• I t ’ s n o t a l w a y s e a s y t o s t a r t s m a r ke t i n g a t t h e t o p . S o m e t i m e s y o u h a v e t o b u i l d i t f r o m i n s i d e

• O f t e n , l i ke m i n d e d , g o a l - o r i e n t e d , i n d i v i d u a l s h a v e t h e a b i l i t y t o s h o w t h e v a l u e o f s m a r ke t i n g b y i n t e r n a l l y p i l o t i n g t h e b a s i c p r i n c i p l e s a n d s h o w i n g b e t t e r t h a n a v e r a g e s u c c e s s

• I n v e s t b u d g e t i n t o s m a r ke t i n g t o o l s a n d t r a i n i n g

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FacilitationH o w t o f a c i l i t a t e s m a r ke t i n g i n t h e w o r k p l a c e

• I n o r d e r t o f a c i l i t a t e a s u c c e s s s m a r ke t i n g s t r a t e g y , s a l e s a n d m a r ke t i n g m u s t b e g i v e n t h e o p p o r t u n i t y t o i n t e g r a t e a n d m e e t

• C r e a t e m e e t i n g s w h e r e s a l e s r e p o r t s t o m a r ke t i n g , a n d m a r ke t i n g r e p o r t s t o s a l e s . O p e n t h e fl o o d g a t e s o f i n f o r m a t i o n

• C r o s s - t r a i n d e p a r t m e n t s o n o n e a n o t h e r ’ s p r o c e s s e s a n d t a s k s

• G i v e m a r ke t i n g a c c e s s t o t h e c u s t o m e r. G i v e s a l e s a c c e s s t o o u t b o u n d m a r ke t i n g c h a n n e l s

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CommunicationS m a r ke t i n g c o m m u n i c a t i o n t e c h n i q u e s

• H o l d a d u a l r e p o r t f o r s a l e s a n d m a r ke t i n g h e a d s

• I n t e g r a t e s a l e s a n d m a r ke t i n g t e a m s a n d p o s i t i o n t h e m m o r e c l o s e l y t o g e t h e r , p h y s i c a l l y a n d i d e o l o g i c a l l y

• C r e a t e s a l e s o r i e n t e d m a r ke t i n g r e p o r t s . C r e a t e m a r ke t i n g o r i e n t e d s a l e s r e p o r t s

• C o l l a b o r a t e o n c a m p a i g n s t r a t e g i e s

• P r o v i d e o n g o i n g s a l e s a n d m a r ke t i n g t e a m b u i l d i n g o p p o r t u n i t i e s

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ExecutionE xe c u t i n g a s m a r ke t i n g s t r a t e g y

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Key Smarketing Tools

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Key Tools for Smarketing Success• I n t e r d e p a r t m e n t a l M e e t i n g s

• S t r a t e g y m e e t i n g s• Re p o r t i n g m e e t i n g s• L u n c h m e e t i n g s

• C o n j o i n e d t e a m s

• Fe e d b a c k L o o p• C u s t o m e r s u r v e y s• D e p a r t m e n t a l s u r v e y s

• C - S u i t e & M a n a g e m e n t a l i g n m e n t

• B u s i n e s s / G o o g l e A n a l y t i c s

• C R M & M a r ke t i n g A u t o m a t i o n

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IN SUMMARY• Smarketing results in the adoption of common thoughts, processes, and

objectives

• The key departments to execute a successful smarketing strategy are sales, marketing, and C-suite

• Communication is a basic pillar of smarketing

• In order to have a successful smarketing plan, sales and marketing must be given the tools, resources, and time required to commit to the process

• If you aren’t smarketing, you might be dying

Questions?

@GetFluid

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THANK YOU