Building Better Bridges An Integrated Content Marketing Practice By Jay Jablonski, MBA This presentation may not be shared, used or reproduced without written permission © Jay Jablonski How do we connect?

Aligning Marketing Activity With Sales Force Expectations is a Process Gap to Bridge Marketing Programs…….. Garner Indications of Interest but have difficulty identifying the demand drivers. Identifying Demand Drivers ... Early is key as they define the business problems that motivate customers to buy solutions. Specialized Marketing tools..... With a strongly developed sales cadence are required to engage digitally empowered buyers Lead Qualification Efforts….. Are often conducted by Inside Sales or Lead Development Teams that ask awkward “qualifying” questions. Awkward questions fail to give prospective customers a reason to share details about their business needs that might support a purchase.

Market Research Based Lead Generation: Builds Bridges Between Key Groups Enabling Sales Growth Bridges Gaps Between Customers and Marketing Bridges Gaps Between Marketing and Sales Bridges Gaps Between Sales and Customers Creates a path to Forecast revenue…..

Understanding Demand Drivers Requires Dialog with Customers to Validate Key Business Problems The process starts by understanding, solution features, benefits and capabilities in terms of the problems they solve for customers. ….. Surveys are used to collect data about those problems. ….. A peer based research deck is prepared that engenders discussion around business problems prospective customers face. Market Research Engages Customers: Validates Demand Drivers Identifies Market Segmentation Enables Analytic Conclusions Provides Content for all forms of Marketing Outreach Customers See Benefits: Interest in Peer Group Opinion Interest in Analysis and Correlations from 3rd party data Interest is derived via solving problems relevant to the client and their peers

A Bridge Built Between Marketing and Sales Results in a better operating partnership and improved resource investment Common Sales/Marketing Issues: Sales rarely uses assets produced by marketing to win new clients. Sales inconsistently follows up on marketing leads because they doubted the value. Sales tools describe the offer but fail to address the reasons a client needs to make a connection with business problems. Customer Peer Data improves focus Sales agrees on Demand Drivers Marketing Assets enable Discovery Marketing Follow-up drives a larger volume of meaningful interaction Sales Embraces Solutions based on client business problems Sales follows Process that helps the customer Show ROI Sales has a structure for the effort that can be repeated Company demonstrates expertise.

Building Bridges Between Sales & Prospective Customers Facilitates A Solutions Sales Process Lead Generation Teams use research summary pages to set up initial calls. A visual summary Landing Page creates consistent expectations so that the first call is a discussion Sales Teams use research results presentations to engage in dialog for an improved Client experience and an understanding of Demand Drivers. Better Bridges in Sales with Customers: Provides Peer Group Research in the context of a needs discussion Matches product, solution or service benefits to Customer needs Creates the trust and optics for enterprise sales Customers Value the Relationship: Improved Marketing Response Sales in dialog with key Executives who ignored them Referrals to colleagues facilitating Enterprise Sales

As part of a larger Marketing Ecosystem Demand generation is geared to the buyers journey Engaging Digitally Empowered Buyers requires: Always on communication Expanded Web presence Marketing application expertise Digital marketing expertise Infrastructure Brand recognition Revenue Capture Tools include all the above!: Digital Marketing Programs Marketing Graphic Content Channel Development Programs Events and Event Promotions Direct Mail and Direct Response List Development White Papers and Press Releases Marketing Analytics and Sizing Sales and Marketing Automation Sales Training Sales and Marketing Automation programming

A 5-year history of success with this Practice with clients representing a large and diverse group or offerings Projects Include

Three Pillars to Cross the Chasm

We are Putting the Puzzle Together…….. Together we can complete it!!! Please contact Byron Hayes at 1-818-388-4311 to learn more Thank-You