Name: How to Connect Your Sales Process to the Buyer Journey
Start: 2021-12-16T19:01:00Z
End: 2021-12-16T19:01:24.000Z
Location: BrightTALK
Rating: 0

Rather than hiring one person, hire a team of highly-seasoned experts to reach all areas of marketing and bring your company to the next level at a pace that your competition won’t be able to match.

Having a great Salesforce implementation strategy from the start is the best way to achieve optimal ROI on your Salesforce investment while building a scalable, long-term solution that your company can use for years to come.

Join Expert Marketing Advisors and Quickly Consulting to learn what tools are needed to help achieve the best ROI for your business. 5X certified specialist, Stacy O’Leary will take you step-by-step through the process of setting up Salesforce to meet the needs of your organization. With Salesforce specific marketing guidance we are here to help give the best direction for your organization.

Salesforce Implementation Checklist: 10 Must Do’s in Every New Salesforce Org

While ‘The Great Resignation’ is a catchy term, it doesn’t capture the multitude of factors impacting employee retention. So what is causing so many to leave their job for other opportunities? Rampant stress and the shift to remote work are undoubtedly a force to be reckoned with in light of the pandemic. When major life events occur, people often reflect on what is important in life – a phenomenon dubbed the ‘Great Rethink.’

In the second half of 2021, Americans quit their jobs at record pace with about 23% of employees seeking new jobs in 2022 and 9% already securing a new position (Smith). With people in the ‘Great Rethink’ phase, leaders need new strategies to move towards ‘The Great Retention.’

Hear Sofia Roman, Vice Board Chair at WriterCoach Connection, and Anica Solis, Human Resources Manager at Expert Marketing Advisors, discuss the strategies leaders can implement to move away from the Great Resignation and towards the Great Retention.  In this webinar we will explore:

-The internal and external factors driving employees to explore new opportunities
-Actionable strategies to combat current trends and retain top talent
-How to leverage company culture to enhance employee engagement and retention

Combatting the 'Great Resignation' and moving towards the 'Great Retention'

Thanks to recent advancements in virtual meeting technology, hybrid events—that is, events that combine in-person gatherings with a virtual online component—are poised to be the future of trade shows, conferences, and other corporate meetings. Whether you’re part of an established enterprise or a new startup, hybrid events are an innovative way to network with industry thought leaders, drive brand awareness, and generate leads for your business. 

Join Eldy Nodal, Owner & Chief Visionary Officer at Logistics Driven Management, and Courtney Kehl, Principal at Expert Marketing Advisors, for a webinar discussing how companies can get the most value out of hybrid events.

We will cover:
   - Why go hybrid? The advantages of hybrid events over in-person or all-online 
   - Preparing for hybrid events: ensuring virtual and technical success
   - Crafting an effective marketing strategy for upcoming hybrid events 
   - Keeping virtual audiences as engaged as face-to-face attendees
   - Optimizing hybrid events for demand generation on the ground and in the air

Hybrid Events: Key Information Your Organization Needs to Know

Partnership ecosystems are essential to a business' success. Forrester Research estimates that the Partner Relationship Market is only 50% penetrated and has an addressable market close to $802 million. But a good partner enablement strategy requires integrating it well into your business. Too often businesses quickly turn to external communication channels like PR and social media to create exposure for partnerships. But this often leaves behind a critical audience: the employees who can influence the strategic partnership. 

Business Development and Partner Managers together with Communication teams understand and manage the hidden elements that impact partner programs to ensure its outcomes. As partnership ecosystems evolve and grow, meeting business goals requires new best practices to continually educate employees what the partnership means. This can be achieved through the help of an efficient communication program. 

Expert Marketing Advisors’ Celeste Malia, Public Relations & Analyst Relations Expert, and Sarah Nichols, Engagement Manager, discuss communication best practices that build partner ecosystems to the next level.

What you can expect to learn:
- How to get buy-in and turn employees into advocates
- How to scale partnerships by making partner enablement a part of your everyday work
- How to utilize partner use cases and customer stories to promote internal shared vision

3 Ways Internal Communications Nurtures the Success of Partnership Ecosystems

Every B2B marketing team faces the challenge of consuming a large quantity of data and translating that into better business decisions. The last thing you want to do is go to your leadership with metrics they don’t care about. But what metrics really matter?

Hear Stacy O’Leary, 5x Certified Salesforce Consultant at Quickly Consulting, and Rachel Charboneau, Marketing Operations Manager at Expert Marketing Advisors, discuss strategies for identifying the metrics that are unique to your company and turning them into actionable insights.

You will learn:
- How to best assess what metrics matter most to your leadership team
- The most common KPIs Marketing and Sales teams utilize in Salesforce
- The top dashboards you need set up for success

Turn Your Marketing Data Into Actionable Insights

We are pulling back the curtain and sharing our best practices for end-to-end success planning for webinars. Our experts, Emerald Lindskog & Sarah Nichols will be sharing the tools, timelines, and tips used for establishing a strong foundation of repeatable webinar success as you aim to scale your programs.

End To End Success Planning For Webinars - Best Practices In A b2b World

The role of a Marketer is to generate interest and create a pipeline to pass on to the sales team. Most marketers are familiar with tools like HubSpot or Marketo, but these tools often fall short in capturing the entire prospect and client lifecycle from interest to closed-won.

Salesforce is a CRM (Customer Relationship Manager) that acts as the swiss army knife of your tech stack. Marketing is just one part of a company’s overall tech stack, and without an integrated CRM, your growing pipeline will quickly become stagnant. A well-established Salesforce Org is the key to monitoring the qualification process, managing prospect/customer communication, and capturing up-to-date data and reporting.

In this webinar, Stacy O’Leary from Quickly Consulting will discuss best practices for implementing Salesforce within your marketing tech stack. 

What You Will Learn: 
-What Salesforce is and why Marketers need it
-How Salesforce integrates with other platforms in your tech stack
-Salesforce terminology and best practices for Marketers
-How to maintain data quality and integrity in your Salesforce Org

Salesforce Best Practices for Marketers

In the midst of the ongoing pandemic, internet use continues to climb. More people are shopping, streaming content, and handling business-to-business operations online. But according to HubSpot findings, 75% of users never go past the first page of search results when looking for what they need. Essentially, if you’re not in the top 10 results, you may as well be invisible on Google. This is why it’s crucial that organizations have a strong SEO strategy in place, so that all eyes—and clicks—are on them.

Join Pete Kever, Founder & President of K6 Digital Marketing, Inc., and Courtney Kehl, Principal at Expert Marketing Advisors, on Thursday, July 22 at 10am PT / 1pm ET for a live discussion on future-proof SEO strategies that drive web traffic and lead generation.

Building a Future-Proof SEO Strategy

Hypergrowth companies, or companies with a compound annual growth rate of 40% or greater, face a unique set of challenges with culture management. While ideal, rapid exponential growth requires a strong network of people and values to keep an organization from falling apart, so it’s crucial to have systems in place that ensure uniform understanding and execution of company culture. 

We will cover:
Why culture must be actively managed and cultivated
How leaders can be explicit about the behaviors they value
Building and scaling employee culture training
The role managers play in cultivating culture
Allowing culture to grow alongside your company

Why culture must be actively managed and cultivated
Rapid growth can lead to rapid collapse without a strong culture foundation
What works for a team of 5 might not work for a team of 5,000
A value system is not unchangeable; it is always evolving

How leaders can be explicit about the behaviors they value
Establish clear and observable behaviors, avoiding abstract values like “respect” or “integrity”
Model company values at all levels of the organizational structure 

Building and scaling employee culture training
Incorporate company values into new hire onboarding
Create an onboarding success team
Build a digital library of learning content
Utilize automation tools for scalable growth

The role managers play in cultivating culture
Managers are ambassadors for company culture
Reinforce values with positive recognition

Maintaining Your Culture in a Fast Growing Company

B2B companies tend to be less likely than their B2C counterparts to adopt social media and use it effectively. But in today’s social media-saturated world, B2B technology companies cannot afford to ignore social media. B2B audiences and influencers are active on social media, and it is the perfect way to drive ongoing conversations, web traffic and sales conversion. However, social media best practices are different for B2B technology companies, so learning how to use social media platforms effectively is essential.

What You Will Learn:
-Why to Utilize Social Media (Lead Generation vs. Brand Awareness)
-Selecting the Best Social Channels 
-Best Practices for Post Type and Frequency
-Strategies for Building a Following
-Tracking and Monitoring Results

Social Media Best Practices for B2B Tech Companies

Buyers today no longer want to feel like they are being sold to. Instead, they are looking for someone to guide them to the right purchase decision at the right time. Your sales team needs innovative tools to connect with prospective customers and guide conversations in every stage of the buying journey.

The relationship between marketing and sales is an integral part of a successful sales enablement program, but many organizations face challenges in navigating the journey to alignment.

Listen in on Aaron Aggen, Account Executive at memoryBlue, and Vincent Sanchez, Business Development Representative at Expert Marketing Advisors, discussing how to achieve a successful union between marketing and sales to close more deals and drive revenue.

“Everything is a metaphor for sales”

You will learn:
• Why marketing and sales alignment is critical to selling success
• How to strengthen your sales enablement initiatives using the latest strategies
• What KPIs and metrics are best to measure success
• How sales enablement can help shorten the sales cycle and increase revenue

How to Connect Your Sales Process to the Buyer Journey

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How to Connect Your Sales Process to the Buyer Journey

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