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Marketing and Sales success metrics have never been more aligned. But while these teams drive toward revenue together, the tactics that enable it are...let's just say, a work in progress. Marketing Sells is a limited series by Clearbit that explores marketing tactics to drive impact for sales, featuring juicy insight from some of the best in B2B SaaS.

## Speaker Info

__[Kevin Tate](https://www.linkedin.com/in/kevin-tate/ "Kevin Tate's LinkedIn profile"), Chief Revenue Officer at Clearbit__
In 25 years of helping companies apply data to improve their business, Kevin Tate’s experience spans industries from eCommerce and Social Media to Workforce Productivity and IoT automation. Today, he leads Clearbit’s go-to-market strategy as Chief Revenue Officer.

## Key Takeaways

- __Total Addressable Market (TAM)__ is useful if you're trying to assess the total market potential for a new product or service. It's a simple calculation: __Total # of potential customers * Annual Contract Value (ACV) = TAM__
- You can __reverse-engineer your Ideal Customer Profile (ICP)__ by defining your success criteria, looking at historical data, and analyzing your customer base for shared traits to __create a silhouette__ of your best opportunities.
- Many companies find that __a small % of their leads are driving a large % of their revenue__, which illustrates the importance of focusing marketing and sales activities on those leads.
- Companies should __consistently review their ICP__, as it will change as the business changes and adds more customers.
- Marketers can use these definitions to __only target qualified leads__, __prioritize engaged accounts__, and __score leads at a granular level__.

## Quotes

<Testimonial
  text="Here at Clearbit, we actually *only* focus on the ICP leads that are coming in to our funnel and measure the outcomes around those. It really helps focus the marketing and sales alignment and effort at every step of the buyer journey."
   image="https://clearbit.com/images/press/tate.png"
  name="Kevin Tate"
  company="Chief Revenue Officer, Clearbit"
/>

<Testimonial
  text="Make ICP not just a lens through which to understand your business but actually change the way your business operates."
  image="https://clearbit.com/images/press/tate.png"
  name="Kevin Tate"
  company="Chief Revenue Officer, Clearbit"
/>

## Related Resources

- Read our book, [Find Your Ideal Customer Profile for High-Impact Marketing](https://clearbit.com/resources/books/ideal-customer-profile "Find Your Ideal Customer Profile for High-Impact Marketing")
- Sign up for the [Weekly Visitor Report](https://clearbit.com/resources/tools/visitor-report "Weekly Visitor Report by Clearbit")
- Calculate your [Total Addressable Market (TAM)](https://clearbit.com/resources/tools/tam-calculator "Clearbit's TAM Calculator")

Before Marketing & Sales teams can effectively go to market together, they need to agree on what makes a lead qualified or not. And it all begins with a shared development of TAM, ICP, and Personas. Tune in to learn how to get Marketing & Sales on the same page about audience targeting.

Defining Your TAM, ICP, and Personas Together

## Speaker Info

__[Kevin Tate](https://www.linkedin.com/in/kevin-tate/ "Kevin Tate's LinkedIn profile"), Chief Revenue Officer at Clearbit__
In 25 years of helping companies apply data to improve their business, Kevin Tate’s experience spans industries from eCommerce and Social Media to Workforce Productivity and IoT automation. Today, he leads Clearbit’s go-to-market strategy as Chief Revenue Officer.

__[Kyle Coleman](https://www.linkedin.com/in/kyletcoleman/ "Kyle Coleman's LinkedIn profile"), Group VP of Revenue Growth & Enablement at Clari__
Kyle is a Sales & Marketing leader with a passion for people development, identifying & solving problems, creating & optimizing processes, and unifying departments across the revenue org. He currently leads sales development, growth marketing, and revenue enablement at Clari.

## Key Takeaways

- More and more companies are making sure Marketing and Sales __share the same success criteria__, so much so that companies are shifting the org structure to align Marketing and Sales __under the same umbrella of leadership__.
- Companies should orient Marketing __around the revenue goal__ so the entire go-to-market team can calculate up the funnel what needs to be accomplished at each stage to realistically hit that goal. Setting __shared and joint responsibility over all funnel metrics__ translates to small improvements at every conversion point down to revenue.
- __Operations teams__ are instrumental in creating the business models that showcase data in a way that makes it easy to spot opportunities to make changes that positively impact funnel conversion in big ways. If you can measure it, it's useful to measure, and having a strong operations team, that's empowering you with that data.
- You can think about Ideal Customer Profile (ICP) as a two-way street: it consists of companies that you can __1) create the most value for__, and __2) capture value from in a way that meets your go-to-market goals__. 
- When it comes to allocating resources and building books, companies should __allocate a disproportionate amount toward their ICP__. However, ignoring companies that fall just outside of this bullseye means you could be missing companies who still might buy from you, so you need to entertain conversations here but __balance the priority and effort accordingly__.

## Related Resources

- Download Clari's [How Growth Marketers Impact Revenue](https://pages.clari.com/how-growth-marketers-impact-revenue.html "How Growth Marketers Impact Revenue") e-book
- Watch [The Art of Go-To-Market Alignment](https://clearbit.com/resources/webinars/the-art-of-go-to-market-alignment "The Art of Go-To-Market Alignment") on-demand webinar
- Read [Chapter 5: Sales Forecasting](https://clearbit.com/resources/books/data-driven-sales/sales-forecasting "Data-Driven Sales Chapter 5: Sales Forecasting") from Clearbit's Data-Driven Sales book

If Marketing and Sales aren't driving toward similar end-goals, it's not a matter of 'if' go-to-market alignment will start to suffer, it's a matter of 'when.' Tune in to learn how Marketing and Sales should work together to establish goals that prioritize revenue-driven outcomes.

Setting Goals, Measuring Results, and Predicting Revenue Together

## Speaker Info

__[Colin White](https://www.linkedin.com/in/maybecolin/ "Colin White's LinkedIn profile"), Head of Demand Generation at Clearbit__
With a background of advertising, marketing ops, and general growth know-how, Colin heads up the Demand Generation team at Clearbit. Based out of Montreal, Quebec, Colin brings his Canadian charm to Clearbit's marketing campaigns while caring for his dog, Alder.

__[Tara Robertson](https://www.linkedin.com/in/taraarobertson/ "Tara Robertson's LinkedIn account"), Senior Manager of Demand Generation at Chili Piper__
Tara leads Demand Generation at Chili Piper, the leading inbound conversion software used by top B2B revenue teams like Twilio and Gong. She's also the host of Demand Gen Chat, a popular marketing podcast with long guest list of B2B marketing talent.

## Key Takeaways

- [Speed-to-lead](https://clearbit.com/blog/optimize-website-conversion-with-personalization) is __important__: 60% of inbound leads are __lost__ due to slow follow-up speed, web leads are __9x more likely to convert__ when they get a response in 5 minutes, and 78% of deals go to __the vendor that responds first__.
- When creating automated qualification workflows, try to __pick criteria that are very 'black & white'__ in terms of what success looks like to you. For example, Chili Piper customers almost always use Salesforce and/or HubSpot, so the workflow checks Clearbit's tech tags to qualify prospects based on whether they use these tools or not.
- If you're disqualifying leads, __make sure to let them know why__. It may uncover some deals that were incorrectly qualified.
- A __service level agreement (SLA)__ is a formal agreement between Marketing and Sales to respond to leads within a certain time period.
- The most successful marketing teams __align their goals as close to pipeline__ as they can.

## Related Resources

- The [Lead Routing Basics](https://clearbit.com/resources/books/lead-qualification/lead-routing-basics "Lead Routing Basics") chapter from Clearbit’s *Modern Guide to Lead Qualification* book
- Chili Piper’s study on [Average B2B Vendor Response Times](https://www.chilipiper.com/resources/blog/chili-insights-vendor-response-time "Average B2B Vendor Response Times")
- [12 Speed-to-Lead Stats](https://www.chilipiper.com/resources/blog/speed-to-lead-statistics "12 Speed-to-Lead Stats") from Chili Piper that show why it matters


Plenty of research has proven the faster you respond to a lead, the more likely you are to qualify that lead and convert them into a paying customer. However, many B2B companies lack the framework for accountability, and the cross-departmental communication to make speed to lead a priority. Learn how to upend this and get that response time under 5 minutes.

Establishing SLAs and Handoffs for Speed to Lead

## Speaker Info

__[Justin Tsang](https://www.linkedin.com/in/justinjtsang/ "Justin Tsang's LinkedIn profile"), Growth Product Manager at Clearbit__
Justin (better known as JT) has over a decade of experience driving growth via acquisition, retention and monetization marketing. He currently oversees the development and launch of free growth tools at Clearbit.

__[Saksham Sharda](https://www.linkedin.com/in/saksham-sharda-outgrowco/ "Saksham Sharda's LinkedIn profile"), Creative Director & CIO at Outgrow__
Saksham specialises in marketing and web development, particularly in relation to interactivity and data science. Some of his interactive experiences have been featured on TrendHunter, ProductHunt, New York Marketing Association, Alibaba, TechCrunch, and Digimarcon Silicon Valley. Saksham also hosts the Marketer of the Month podcast, with guests including the co-founders of Wikipedia, Forbes influencers, and Pulitzer Prize winners.

## Key Takeaways

- The 3 pillars of successful B2B offers are 1) prioritize UX, 2) stand out, and 3) follow through.
- Interactive offers can help brands stand out by offering an expereince that is entertaining, personalized, or valuable.
- HubSpot's Website Grader was one of the first popular interactive offers, and it is used as a high-traffic marketing resource as well as a high-converting sales tool.
- Clearbit's Weekly Visitor Report provides users with a weekly, personalized report of companies visiting their website so they can take action on intent signals.
- Both tools utilize all 3 pillars of a great B2B offer: they stand out from competing offers, they provide a simple, valuable experience, and they are paired with a strategic follow-up workflow.

## Related Resources

- Sign up for the [Weekly Visitor Report](https://clearbit.com/resources/tools/visitor-report "Weekly Visitor Report by Clearbit")
- Calculate your [Total Addressable Market (TAM)](https://clearbit.com/resources/tools/tam-calculator "Clearbit's TAM Calculator")
- Try HubSpot's free [Website Grader](https://website.grader.com/ "HubSpot Website Grader") today

JT and Saksham from Outgrow will discuss the value of interactive marketing offers and show you detailed examples of how to turn them into pipeline-producing sales motions.

Creating Offers that Drive Next Steps with Sales

## Speaker Info

__[Nick Wentz](https://www.linkedin.com/in/nick-s-wentz/ "Nick Wentz' LinkedIn profile"), VP of Marketing at Clearbit__
Nick has over a decade of marketing experience, focusing in demand generation and growth marketing. Joining Clearbit in the early days, he now orchestrates a growing marketing team to deliver on strategic goals and partner closely with sales.

__[Matthew Ferriss](https://www.linkedin.com/in/matthewferriss/ "Matthew Ferriss' LinkedIn profile"), Senior Director of Enterprise Sales at Bombora__
Matthew is an experienced sales leader at Bombora, leading his team through the enterprise segment. With a rich history of selling marketing & sales data solutions, Matthew understands the importance of sales teams utilizing that data to make connections and close deals.

## Key Takeaways

- Intent data gives you an inside look into prospects’ buying signals, whether obvious or subtle, so you can position your product to be the best option.
- Third-party intent data, or external intent data, is data that is not readily available in your own systems. It allows you to reveal audiences who are in-market but not currently engaging with your company.
- IP identification solutions like Clearbit can recognize an IP address on your website and associate that with a company domain.
- Timeliness is one of the biggest factors in outbound sales because you can reach out to provide information about something you know they were thinking about recently.
- Remember that intent is dynamic — it changes over the course of a buyer’s journey.

## Related Resources

- Sign up for the [Weekly Visitor Report](https://clearbit.com/resources/tools/visitor-report "Clearbit's Weekly Visitor Report")
- Read Clearbit's book, [Data Essentials I: The elements of B2B marketing personalization](https://clearbit.com/resources/books/b2b-data "Data Essentials I: The elements of B2B marketing personalization")
- Read the [The Essential Intent Data Guide](https://bombora.com/resources/the-essential-intent-data-guide/ "The Essential Intent Data Guide") from Bombora
- [Turn website visitors into pipeline](https://clearbit.com/platform/reveal "Turn website visitors into pipeline")

Timeliness is one of the biggest factors in a successful outbound motion, but one of the hardest to accurately measure at scale. However, with a systematic approach and the right tools, it's possible to reveal intent signals and surface them to Sales in real-time.

Surfacing Intent for Timely Sales Engagement

## Speaker Info

__[Scott Strand](https://www.linkedin.com/in/scottjstrand/ "Scott Strand's LinkedIn profile"), Growth Marketing Manager at Rippling__ An experienced growth marketer, Scott has deep experience working all the way through the funnel with sales teams on inbound and outbound programs that generate pipeline.

__[Sophie Strobel](https://www.linkedin.com/in/sstrobel/ "Sophie Strobel's LinkedIn profile"), ABM Marketing Program Manager at Vidyard__
An experienced digital marketer, Sophie leads Vidyard's account-based marketing effort. She understands what works and what doesn't when it comes to 1:1 and 1:Few marketing and sales tactics to engage high-value target accounts.

## Key Takeaways

- B2B and B2C *audiences* don’t exist. B2B and B2C *buying journeys* do, so it's important to remember that your messaging should appeal to them as humans, while complementing their buying journey.
- Marketing comes down to building good relationships with your buyers, at scale, as efficiently as possible.
- 'Fit' is who you are interested in selling to, and 'Intent' is who is interested in buying from you.
- Fit data is primarily made up of firmographic data and demographic data, and intent data is primarily made up of behavioral data and contextual data.
- To operationalize fit and intent data in your GTM motion, you should apply lead scoring, create clear reports, send real-time alerts, and keep thorough documentation.
- When running automated outbound, as long as the increase in volume is significant enough to outweigh the decreased conversion rate, automation is successful.
- Messaging is important, but more than that, it’s the WAY you operationalize the messaging process internally. The better Marketing can qualify and route leads, the more time Sales will have to build relationships with the right buyers at the right time.

## Related Resources

- Read [Automated Outbound Sales](https://clearbit.com/resources/books/data-driven-sales/automated-outbound-sales "Data-Driven Sales: Automated Outbound Sales"), a chapter from Clearbit's book *Data-Driven Sales*
- Learn [how to use sales alerts for outbounding](https://clearbit.com/blog/sales-alerts-outbounding "Blog: How to use sales alerts for outbounding")
- [Drive results with hyper-personalized email](https://clearbit.com/solutions/tailored-email-campaigns "Blog: Drive results with hyper-personalized email")

The modern-day prospect's inbox can be a scary place -- inundated with stale sales emails (and regular emails!), this channel doesn't have a very positive reputation, no matter how free it is. Tune in to hear how Clearbit and Vidyard are breaking through by humanizing their marketing & sales outreach.

Humanizing Marketing & Sales Outreach

## Speaker Info

__[Logan Toskey](https://www.linkedin.com/in/logantoskey/ "Logan Toskey's LinkedIn profile"), Senior Sales Manager at Clearbit__
Logan is a driven sales leader at Clearbit, currently growing the Enterprise team. His passion for connecting buyers with helpful solutions bleeds through everything he does and competes only with developing sales talent.

__[Jenn Steele](https://www.linkedin.com/in/jennsteele/ "Jenn Steele's LinkedIn profile"), VP of Marketing at Reprise__
With past experience at HubSpot, Bizible, Amazon, and more, Jenn currently leads Marketing at Reprise. She approaches Marketing with a deep understanding of Sales from her time as a CRO, dubbing herself a 'Go-to-Market Fanatic'.

## Key Takeaways

- Your buyer is not your user -- make sure you determine who you're taking to, adjust your messaging appropriately, and get the buyer involved.
- Marketing content can do double-duty to inform Sales what the target audience cares about and how they talk about it.
- Marketing teams should measure success based on pipeline -- anything above that doesn't indicate actual business success, and closed revenue has too long of a cycle.
- Marketing and sales goals and results should never be framed as 'competing' metrics.
- One of the most important questions to answer during preparation is "How does this account make money?" -- it will help you frame the pitch in a way that emphasizes the ROI your solution offers.
- Also, understand your prospect's responsibilities and tenure, plus the account's buying process and competitors.
- Personalize your demo as much as possible, but make sure you triple-check all personalization points! 

## Related Resources

- Read Clearbit's 10-chapter book, [Data-Driven Sales](https://clearbit.com/resources/books/data-driven-sales "Data-Driven Sales book")
- Watch Logan host a panel in Clearbit's on-demand webinar, [The Art of Go-to-Market Alignment](https://clearbit.com/resources/webinars/the-art-of-go-to-market-alignment "The Art of Go-to-Market Alignment")
- Learn how [lead enrichment can help sales prepare better demos](https://clearbit.com/blog/what-is-lead-enrichment "What is lead enrichment?")

Logan and Jenn Steele from Reprise will discuss how Marketing can help arm sales with all the lead & account data they need to prepare a productive sales call, while revealing secrets for nailing the demo.

Enabling a Flawless, Personalized Sales Call

## Speaker Info

__[Colin White](https://www.linkedin.com/in/maybecolin/ "Colin White's LinkedIn profile"), Head of Demand Generation at Clearbit__
With a background of advertising, marketing ops, and general growth know-how, Colin heads up the Demand Generation team at Clearbit. Based out of Montreal, Quebec, Colin brings his Canadian charm to Clearbit's marketing campaigns while caring for his dog, Alder.

__[Nick Bennett](https://www.linkedin.com/in/nickbennett1/ "Nick Bennett's LinkedIn profile"), Director of Evangelism & Customer Marketing at Alyce__
Nick currently leads customer marketing at Alyce, a platform to help marketers harness gifting as a tactic to book meetings and accelarate pipeline. He's an experienced thought leader and podcaster, hosting *Rep Your Brand* & *Real ABM*.

## Key Takeaways

- Marketers are so focused on creation of pipeline that they're not focusing seeing those deals close.
- Should marketers be compensated like sales is? When revenue organizations __tie marketing goals and bonuses to revenue targets__ it can help keep marketers incentivized to not just get leads but close them.
- Don't make the __common mistake of taking open prospects out of your advertising audiences__. This removes them from seeing educational content and other trust-building content that can accelerate the deal.
- Strategic gifting can take __outbound touches__ and turn them into __"outbound moments"__.

## Related Resources

- Read [Account-Based Marketing](https://clearbit.com/resources/books/data-driven-marketing/account-based-marketing "Data-Driven Marketing: Account-Based Marketing"), a chapter of Clearbit's book, *Data-Driven Marketing*
- Learn [how to select your ABM accounts using data](https://clearbit.com/blog/selecting-target-abm-accounts-using-data "Blog: How to select your ABM accounts using data")
- See how [Sailthru increased new pipeline by 175%](https://www.alyce.com/customers-sailthru/ "Case Study: Sailthru increased new pipeline by 175%") with gifting

Gone are the days of Marketing handing over a lead to Sales and wiping their hands clean of it. With more goals tied to pipeline and revenue, Marketing leaders need to identify opportunities to help Sales hurry the sales cycle. Colin and Nick from Alyce will discuss several late-stage tactics they use to help Sales close more deals.

Accelerating Deals with Targeted Marketing Tactics

Marketing 🤝  Sales

Learn effective Marketing tactics that directly (and indirectly) help Sales close more deals.

Marketing Sells

Marketing 🤝 Sales

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