OnBase: Smashing Sales and Marketing Misalignments

Ep 32 | Digital and Social Media Marketing Trends and Engagement Tactics with Mike Orr, Co-founder & COO at Grapevine6

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Mike Orr, Co-founder and COO of Grapevine6 (an enterprise social and digital sales engagement platform) speaks to us about the importance of a good end-to-end user experience while discussing innovative digital marketing and social media marketing trends within the B2B marketplace. 

About Grapevine6:

Grapevine6 serves to be a powerful, personalized content engagement platform that allows your sales force to start valuable conversations and build trusted relationships with the right buyers at the right time.  Grapevine6 was recently named a Leader in The Forrester New Wave™: Sales Social Engagement Tools, Q2 2019.

Top ten takeaways from the episode:

  1. “There is a growing demand for social engagement tools. It’s really because the most influential relationship is between the salesperson and the buyer and this is slowly moving to social.”
  2. “Any tools that can help salespeople engage authentically with customers will always be very valuable.” 
  3. “Our customers build social selling programs using Grapevine6 to publish content and engage audiences on social globally.”
  4. “One of the things that work really well in this market is featuring employees that work on a project through various pieces of content.”
  5. “We use AI to analyze digital footprints to recommend content that is a best-fit for a specific account or specific contact. We tie content into personalisation basically.”
  6. “Creating a consistent customer experience across digital and self-serve channels is important throughout any Marketing or Sales campaign.”
  7. “We are seeing alot of video being used by both marketing and sales teams to create value.”
  8. “Whenever we see success in any content distribution program, marketing can’t keep up with creating personalized content at scale. That’s why outside tools that help you find relevant third-party content come handy.”
  9. “The industry is trying to get towards better attribution today. You can’t have a simple attribution model anymore.”
  10. “Understanding what the sales team needs is critical to content creation, in order to understand what the end customer needs to see.”

    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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    OnBase: Smashing Sales and Marketing MisalignmentsBy Demandbase
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