The team at Insightpool dusted off our cowboy boots and headed to Nashville or “NashVegas” for the SiriusDecisions 2015 Summit. The summit brought together over 2,300 marketers to discuss all things B2B marketing. From team alignment strategies, innovative tech tools, lead nurturing methods and maximizing content, the summit highlighted the growing areas of the B2B marketing and how the industry is evolving. Here are five key takeaways from the Insightpool team:
1. Team Alignment Is Essential For Revenue Growth
SiriusDecisions did a study around how better alignment with marketing, sales and product teams can positively effect revenue growth. After interviewing over 300 marketer’s, the study indicated that organizations that maintain this focus achieve up to 19 percent faster revenue growth – and 15 percent higher profitability – than other companies. John Neeson, co-founder of SiriusDecisions, says that six key factors support alignment – technology, processes, measurement, organization, go-to-market and strategy. “There are no heroes in alignment,” John said to the Summit delegates. “There are only high-performing teams.”
2. How many tech tools is too many?
How many tech tools does it take for a rep to prepare for, execute and follow up on a sales call? Sirius Decisions service director, Jim Ninivaggi says as many as nine. From checking your calendar, Salesforce implementation, sending and checking emails, staying active on social selling platforms, etc., the amount of tools are intended to make sales reps productive but many times they provide constant interruptions in his or her momentum to get something done. To remedy this issue, Ninivaggi discusses activity-based enablement – “which starts with a deep understanding of the activities your reps are doing, then exploring ways to maximize the efficiency and optimize the effectiveness of those activities.” This process is done through finding tools that streamline these tasks during the pre-sales planning, during the call and then after the call.
“Improving the productivity of your salespeople should always be part of a growth strategy,” said Jim. “And productivity is the one foundational growth strategy that is 100 percent within your control.”
3. Investments In Marketing Technologies On The Rise
SiriusDecisions reported that for companies under $100 Million, investment in marketing technology (as a share of total marketing spend) has increased 300 percent in the last 4 years. With growing teams, means growing tools for B2B marketers. For the Insightpool team, the SiriusDecisions summit was the first conference that offered prospects in both sales and marketing. Even though our marketing and sales platforms are very geared towards a specific team, we have seen both software options used cross departmentally. Our team has seen an increase in technology investments in both the social marketing and social selling space.
4. Avoid Unused Content
- Marketing – conduct a time-and-motion study to understand allocation of internal content creation efforts and conduct regular content audits for ongoing insights on productivity of content efforts.
- Sales – reconsider the idea that marketing-generated content isn’t free and disposable and realign with marketing in an effort to increase content usability and find-ability in the field.
- Product – eliminate incentive structures that encourage quantity over quality in content creation and align content creation incentives to increase adoptions through increased find-ability and relevance.
5. Sirius Fun At SiriusDecisions Summit
After the seminars and much discussions by lead marketers in the B2B space, we kicked off our heels and put on our cowboy boots to enjoy live music, great food and lots of fun! Atlanta took over Nashville with the #ATLTAKESOVER party hosted at City Winery by Atlanta companies, Insightpool, SalesLoft, Pardot, a Salesforce Company, Arke, Terminus and Social123. Music City turned down for A-Town at the after party, following SiriusDecisions 2015. Folks sipped on sweet Georgia Peach Bellinis and snack on southern staples while rocking out to live music.