Blog

Tech companies need this one unexpected role in their marketing department

Running the marketing department for a software or tech company is an exceedingly complex job.

The scope of work is vast, the technology and tactics field is broad and the expectations are high.

In a perfect world, all marketing tactics would easily generate a slew of fantastic leads.

Then, in that perfect world, your marketing automation tool would use it’s sixth sense to know whether or not the leads are qualified, hot and ready for the sales reps to follow up. Then, your marketing automation tool would magically ZAP those great leads to your sales reps and BOOM—lots of new deals are rolling in.

OK, let’s snap back to reality.

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Making your customer’s voice actionable with Net Promoter Score

The voice of the customer can be heard in many different ways: through social media, review platforms, Google Analytics and even survey data.

So, let’s say you’ve tapped into each of these different platforms over a period of time. Now that you have all of this great customer data, how can you make it actionable? That’s where establishing your own Net Promoter Score can be used to improve and optimize your marketing efforts.

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Developing a Lead Qualification Matrix for Your Tech Company

What makes a lead “qualified” at your software or tech company? If you answered “someone with a need and a budget,” then you need to get a little more specific. (Okay…a lot more specific.)

Think about your customers. Now, think about the customers that you’ve most liked working with. Now, add to that, the customers who fit within your long-term business objectives and goals for scale.

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How Smart Design can Simplify Your SaaS Product

Big tech companies like Google, Dropbox and Slack offer products that are familiar, straightforward and easy to understand. But, not all SaaS companies are that fortunate. Instead, SaaS products and services often include multiple layers and complicated steps. While these complex elements can facilitate the customer’s user experience, it can be difficult to explain to them the functionality and processes, especially if they are brand new to your product. Fortunately, there are ways to simplify complicated products for prospective customers using the right visuals, language and layouts…and a creative partner, of course!

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11 Most Effective Sales Enablement Metrics for B2B Tech Marketers

 

As you probably already know, success comes down to numbers.

Both sales and marketing teams have goals they need to hit to prove the value of their efforts. Marketing gurus know the typical KPIs on the marketing side, but in order to really enable the sales team, it’s important to be fluent in sales lingo as well.

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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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