Blog

Checklist: Tested tools and tactics for your partner program

Utilizing partners can be a great way to exponentially and quickly expand your reach beyond what you can do organically.

But before you venture out looking for new partners—or even if you already have a partner program in place—we’ve put together this checklist to make sure you’re providing a top-notch partner experience, which will ultimately make your partner (and you!) successful in your shared endeavor.

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Key Takeaways from SaaS Connect 2018

The SaaS Connect event hosted by the Cloud Software Association was full of new ideas, new technologies and a lot of great networking—which, of course, is fantastic for a conference focused on partnerships.

The SaaS explosion started in 2010. Since then, SaaS has permeated every business function in big and small companies alike, although bigger companies use more SaaS—sometimes hundreds of apps.

The conference had a lot of great content, so we’re excited to share some of the key takeaways in case you missed it.

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The 2 Most Important Elements of a Tech Sales and Marketing SLA

Overwhelmed by the thought of creating a service level agreement (SLA) between sales and marketing? Don’t be. While tech companies are used to complex software SLAs, the most basic sales enablement SLA requires only two elements:

  • The dollar amount of lead value that marketing will deliver to sales
  • And the amount of time sales has to follow up

For example:

Each month, marketing will deliver $150K in lead value to sales, and sales will contact every marketing qualified lead (MQL) within 24 hours of receiving a lead.

But how do you know what specific numbers are right for your tech company? Here goes…

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How to Overcome 4 Common “Smarketing” SLA Concerns

As a software or tech company, you’re already familiar with the concept of a service level agreement (SLA) for end-users, but have you developed an SLA for your sales enablement program yet? Without clear goals for what both marketing and sales will contribute, how can you measure success and hold people accountable?

(Hint: you can’t.)

So, why do so many tech companies avoid creating an SLA? Well, in our experience it usually comes down to one of four common concerns. Lucky for you, we’re giving away tips to conquer each and every objection you might hear at your tech company.

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How to Run a Successful Tech "Smarketing" Meeting

Heard of “smarketing” yet? More than a cute word mash-up, it’s the “meeting-of-the-minds” between sales and marketing with the goal of optimizing every part of the sales process.

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4 Tips to Involve Tech Salespeople in Content Creation

Who do you think creates the most content at your tech company? If you said, "marketing," well…maybe rethink your answer...

A study by Docurated found that sales actually creates 40% of content (marketing was tied with “everyone else” at 30%). And, that’s not a bad thing since content creation should be a company-wide initiative, especially because:

  • Marketing has a better skill set for creating content, but sales has access to more timely information.
  • Your company will be perceived as inconsistent if your marketing collateral doesn’t align with your sales collateral.

So how do you get your sales team, who thinks they “aren’t the creative type,” to actively contribute to content creation? Here are some of our favorite smarketing (sales + marketing) alignment tips for software and technology organizations looking to invest in sales enablement and content marketing.

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The State of Marketing in Transportation and Logistics Tech

The transportation and logistics industries are heavily investing in technology to deliver the freight visibility and business intelligence increasingly required by shippers.

These fast-paced innovations, combined with a variety of environmental factors, create a new landscape for marketers in the transportation and logistics space.

After spending many years as a logistics tech marketer, I’m excited to share some of the biggest factors affecting the state of marketing, especially as it relates to trucking, fleets, and logistics tech.

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5 chat prompts to drive conversions on a B2B tech website

Website chat is becoming increasingly popular. Tools like Drift and HubSpot Messages can help engage your web traffic in a new way that is often less “scary” for website visitors than calling or filling out a form.

Chat is natural next step in our on-demand society, and is quickly becoming the expectation. Your potential buyers want answers and information where and when they want it, and being available in chat let's them know you’re listening.

So, when setting up your website chat, don’t just ask “Do you have any questions?” on every page. Kick it up a notch with five chat prompts that will engage your visitors.

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3 Easy Ways to Kick Off Sales Enablement at Your Tech Company

Strategic sales enablement isn’t necessarily a quick process or one-time fix. It involves the upfront work of auditing resources and interviewing your sales team, followed by the process of creating the sales materials that will speak to your buyers during the final stages of their buyer’s journey.

So, while a strategic sales enablement initiative can sound like a big undertaking that will bring you nothing less than a laundry list of improvements—don’t stress!

Easy for us to say, right?

Look...you can’t tackle every task on your list immediately, so prioritize quick wins that will help you show immediate results (not to mention gain buy-in for more elaborate or costly sales enablement initiatives—like technology—in the future!). Check out three quick improvements that can kick-off sales enablement at your tech company today whether you’re a lone marketer or equipped with a small but mighty team.

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Selling Sales on Sales Enablement

Today’s smart tech marketers realize that their job goes beyond getting an avalanche of leads in the top of the sales funnel. When product offerings are complex and the sales process is truly a process (vs. a transaction), marketing can make their sales reps looks like rockstars by helping out at the bottom of the sales funnel to close more deals.

Known as sales enablement, this strategic initiative focuses on providing your sales team with the info and tools they need to turn their sales qualified leads (SQLs) into customers.

If it's the first time you’re hearing about the term sales enablement, no worries—while its not a new idea, marketers are approaching it more strategically than ever before. If you want to learn more, check out the full, ungated guide we put together on the topic of sales enablement.

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