demandbase

In the intro to this week's episode, I briefly touch upon a new resource that is available to you via the website: The Digital Customer Success Tech Stack. In short, this is a collection of applications that a myriad of digital CS and Ops pros are using to execute on their digital strategies. Check it out here: https://digitalcustomersuccess.com/tech-stack/

Happy New Year!

Today's conversation with Alyssa Opella is an absolute treasure trove of how to incorporate digital motions into your entire post-sale journey. Since joining Demandbase almost 2 years ago, Alyssa has incorporated a strong focus on data quality and automations into processes which help customers achieve success from onboarding through to tracking successes and outcomes. 

She and her team focus on intervening in times of trouble just as much as they like to help celebrate their customers' wins, which is a fantastic way to operate. 

In this episode, full of practical advice, we discuss:

• Alyssa's journey through key career points including time in Blockbuster and the IBM Watson program, as well as her transition from marketing automation into customer success
• The journey of customer success at Demandbase and the power of perception of the org within the company
• The importance of data in guiding customers to success
• Executive-specific motions which help to foster communication with key decision makers
• Celebrating wins and having fun with customers
• Knowing your personas and crafting messages specific to that cohort
• The team behind the scenes making it all happen
• Not building automation for the sake of automating, but sourcing the requirements for digital motions from the CSM team
• Support metrics and ticket deflection via digital
• Failing fast and iterating
• Taking examples of great digital motions from B2C

My favorite quote from the episode:
"The goal of CSAT is not to get 5 stars but to see where there's smoke"

Alyssa's LinkedIn

Resources:

• The Jolt Effect: https://amzn.to/3RJvsSS

Shoutouts:

• Erika Setla
• George Walters
• Jay Nathan
• Rod Cherkas
• Rachel Orston

+++++++++++++++++

Like/Subscribe/Review:
If you are getting value from the show, please follow/subscribe so that you don't miss an episode and consider leaving us a review.

Website:
For more information about the show or to get in touch, visit DigitalCustomerSuccess.com.

Buy Alex a Cup of Coffee:
This show runs exclusively on caffeine - and lots of it. If you like what we're, consider supporting our habit by buying us a cup of coffee: https://bmc.link/dcsp

Thank you for all of your support!

The Digital Customer Success Podcast is hosted by Alex Turkovic

Account-based marketing is a strategic approach to marketing that targets individual customer ‘accounts’ with campaigns specifically aimed at them.

And this is becoming increasingly popular in today’s business landscape, especially in the B2B Tech space where marketers are under more pressure than ever to deliver results.

In this podcast, Leanne Chescoe, Senior Field Marketing Manager EMEA at Demandbase, provides detailed guidance for implementing an ABM strategy of your own to help drive pipeline and significant growth for your business.
 
We cover;

• What you should do first if you're looking to increase your pipeline
• Account Based Experience. What it is and how you can implement it
• How to align sales & marketing with 'Shark Week'
• The metrics Demandbase's demand gen marketing team track 
• Challenges with implementing an ABM strategy
• The MarTech stack Leanne recommends
• More about the Women in B2B Network and recommendations for better gender equality and inclusion
• Advice for ambitious young women to find companies that can help them achieve their career goals

And so much more...

Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.

If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Every once in a while you have a conversation that truly changes how you think about the world. This episode was that kind of experience for me. Latane Conant is a thoughtful and thought-provoking proponent of a new way to think about marketing for B2B marketing leaders.

In one of the densest 30 minutes you'll invest in your marketing career, Latane covers these topics and more:

• Calling for CMO title to mean Chief Market Officer, in recognition of the larger role CMOs should play vs the questionable KPIs they are often forced to report on
• Abandoning the MQL in favor of a more holistic view of how organizations buy and qualifying them vs individuals
• Targeting people and companies that fit your ideal customer profile AND who are in-market now, relying upon intent data to help reach your "dark funnel" 
• CMOs must be maniacally focused on predictable pipeline, sales velocity formula and net retention, the foundations of the SaaS business model

This episode and #16 with Casey Carey are really must-listens for CMOs that see the writing on the wall but don't have the blueprint for how they are going to move their SaaS companies forward. You've realized that stuff you've been doing is declining in effectiveness, but what next?

Let's discuss after you've had a listen!

Resources for SaaS Execs

Recently closed a funding round and need to ramp growth?
Check out our comprehensive "scale-a-saas" guide:

Think your website could generate more leads?
Get our inbound lead generation self-assessment

Want to be a guest on SaaS Backwards?
Click to meet with Ken Lempit to talk about an episode.

SaaS Backwards is a free service to the SaaS community.

---

Is your messaging a sales ally or sneaky saboteur? Let us help with our free content audit.

We’ll look at your website’s messaging, content, and conversion potential from the eyes of today’s buyer and deliver a presentation with new combinations to more sales conversations and demos.

And the best part? It’s absolutely free.

Get started today!

Jon Miller, CMO of Demandbase, gives a masterclass on Account-Based Experience (ABX), the rethinking of Account-Based Marketing (ABM) that enhances every aspect of the industrial buyer’s experience throughout the B2B lifecycle. 

Hear how when done right, ABX can outperform every other growth strategy for your manufacturing company.

Articles and resources referenced in this episode:

• The Clear & Concise Guide to Account-Based Experience (ABX)
• Connect with Jon Miller on LinkedIn
• Learn more about Demandbase

If you haven’t already, be sure to listen and review Industrial Strength Marketing to let us know what you think of the show. Happy #internationalpodcastday

About the Show

As a top manufacturing podcast, we’re focused on what matters most to industrial marketers, sellers, and growth-focused manufacturing executives. Featuring inspiring conversations with manufacturing and B2B marketing leaders on winning moves and lessons learned, this show exists to deliver insights that help you grow your business.

Are you looking to share your expertise with industrial marketers, influencers, and leaders across the supply chain? Apply to be a guest on the show.

Share Your Industrial Strength Marketing Story!

• Tweet us at @Industrialsays, @jamessotoism
• Follow James on LinkedIn
• Please email us at podcast@Industrialstrengthmarketing.com
• Subscribe to Industrial Strength Marketing's YouTube channel

Thanks for listening & keep making marketing the strength of your business!

The rise of MarTech at the turn of the century changed B2B sales. 20 years laters we are seeing a resurgence in the fundamentals of sales. 

Human first, relationships, customer centric sales. 

Catie Ivey is a Regional VP of Sales with Demandbase, she talks about he Big 3 Priorities as a sales leader. 

1. Ensuring her team is the best version of themselves

2. Creating as much revenue as possible

3. Building predictability

Find more from Catie on LinkedIn https://www.linkedin.com/in/catieivey