OnBase: Smashing Sales and Marketing Misalignments

Ep 24 | Conversational Marketing in the B2B Marketplace

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Gar Smyth, VP of Enterprise Marketing at Drift.com talks to us about the importance of conversational marketing in today’s B2B marketplace. Why is it becoming so crucial for marketers and sales people to integrate this into their strategy? Have a quick listen to find out!

About Gar:

Gar has a rich background in B2B branding, demand generation, product marketing, field and channel marketing, and sales enablement. He has built and led outstanding B2B marketing teams in the US and globally 

Prior to Drift, he led Demand Generation, Field Marketing and Channel Marketing at Carbon Black which had a successful IPO in May 2018.

About Drift:

Drift is a leading conversational marketing platform that helps businesses turn their online traffic into meetings.

Top ten takeaways from the episode:

  1. “I usually have 2500 accounts that I care about at a time, I use multiple types of activities to go after multiple personas within those accounts…”
  2. “The challenge with traditional tactics is that none of those methods work anymore.”
  3. “The biggest value prop at Drift is that we help buyers connect to sellers when its the right time to sell.”
  4. “We’ve seen that there is usually a 48 hour gap between a form fill on a website and a BDR reaching out. Its important to shorten that gap”
  5. “Bring live human experiences to your website to drive business from web traffic.”
  6. “With conversational marketing, sales reps can jump onto a call with leads without losing any time.”
  7. “We are seeing 30% to 40% conversions with conversational marketing.”
  8. “Most of the opportunities being generated today are coming via chat.”
  9. “With our intel, we can notify an Account Manager when a strategic account is on the website – that is the first core technology we use through reverse IP lookup to drive business.”
  10. “Always have context on the who the person is to get most value out of conversational marketing.”

    11. About the podcast

    Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

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