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  • Pages
  • Editions
01 Cover
02 Contents
03 Introduction
04 Thoughts from the CEO
05 Survey Poll Results
06 Market Views
07 James McCormick
08 Suresh Balasubramanian
09 John Steinert
10 Melissa Alonso
11 Trinity Nguyen
12 Peter Isaacson
13 Kay Kienast
14 Nick Panayi
15 Juliana Pereira
16 Kacyn Goranson
17 Andrea Palten
18 Paige Asady
19 Lara Daniel
20 Kevin Alansky
21 Leslie Murdock
22 Leela Gill
23 Ellie Ahmadi
24 Josh Linard
25 Heather Larrabee
26 Joseph Lee
27 Erin Marks
28 Kenneth Dec
29 Lisa Viselli
30 Carla Sierra Fitzgerald
31 Randy Latimer
32 Rosina Feser
33 Rohit Wadhwa
34 Aash Sood
35 Gloria Zhu
36 Prash Shenoy
37 Dana Salman
38 Sidi Saliu
39 Avi Bhatnagar
40 Harsha Kotikela
41 Jeff Platon
42 MJ Patent
43 Jake Knight
44 Vicky Cunningham
45 Chris Collier
46 Payal Mathur
47 Jayashree Rajan
48 Seth Steinman
49 Michael Baer
50 Shaleen Dhrobra
51 Carmen Goldstein
52 Chris Leger
53 Joe Bresler
54 Moira Van den Akker
55 Matt Hummel
56 Rusty Bishop
57 Stephen O'Brien
58 Anastasia Shegidevich
59 Andrew Davies
60 Diana Henderson
61 HiIlary Oliver
62 Katie Draper
63 Kevin Rippon
64 Olusegun Ekundayo
65 Laurence Baker
66 Annie Wissner
67 Melissa Liedkie
68 Josh Harris
69 Wayne Gratton
70 Rich Smith
71 Three Tips
72 A Brief Exploration
73 About Network Sunday
74 About TechPros.io

Thought leadership programmes - Learn more

INTERVIEW WITH


Leela Gill

Chief Marketing Officer

B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing

…marketing can help salespeople build their personal brands by teaching them how to post and comment on relevant news stories, share valuable content in real-time, and respond quickly on social media thereby boosting their thought leadership.

What can marketing teams do to better support their sales colleagues?

The salesperson’s role is evolving. It’s not enough to just be an expert on the value proposition for your technology. Salespeople need to be seen as thought leaders in their respective industries.

Becoming a thought leader is a process, and marketing has an important role to play in elevating the status of their salespeople. For example, marketing can help salespeople build their personal brands by teaching them how to post and comment on relevant news stories, share valuable content in real-time, and respond quickly on social media thereby boosting their thought leadership.

To start this process, marketing must first ensure that the salespeople are comfortable using social media. Marketing can help sales polish their social media profiles so that they accurately reflect the strengths and values of the person. Next, marketing can train the salespeople on what is thought leadership. This step can be tricky because many salespeople naturally want to talk about the solutions they are selling. But to build a trusted personal brand, one needs to share real-time newsworthy-content and formulate a unique point-of-view on industry trends. Last, marketing can give their sales teams a competitive advantage by combining value-led content with customer success stories for sales to share. This content is authentic, offers best practices, and enables sales to reinforce a unique point-of-view that only your company can offer.

…by mastering the art of telling success stories shared by customers and their professional peers, salespeople can forge meaningful relationships with their prospects.

Where can salespeople get smarter with their efforts?

Salespeople are the front line of a company’s culture and values. It is their responsibility to depict, in an accurate and favorable manner, the experience of partnering with their company to potential customers.

This capability can prove tricky for some salespeople, who have an instinct to talk about themselves or the product that they are selling.

However, by mastering the art of telling success stories shared by customers and their professional peers, salespeople can forge meaningful relationships with their prospects.  These stories serve as a tool for building trust and credibility, which are essential in the sales process.

The simplest way to gather these stories is by engaging in conversations with both their professional community and customers. However, it's important not to just talk with people, but to actively listen to what they have to say. This approach will unveil what matters most to customers, providing valuable insights that can be applied to bring best practices to the marketplace and underscore your company’s brand promise.

AI is helping us become more efficient across the buyer's journey by identifying prospective customers, writing narratives, and optimizing the delivery of content...

LEELA GILL

Chief Marketing Officer

1HEALTH

What should sales and marketing professionals be paying attention to for a successful 2023?

For B2B sales and marketing professionals, artificial intelligence is driving an evolutionary shift in how we do business. AI is helping us become more efficient across the buyer's journey by identifying prospective customers via intent data, writing narratives via generative AI tools, and optimizing the delivery and timing of content for specific audiences. The days of spamming a prospect with multiple email sequences that talk about our product features are behind us. Artificial intelligence is a must-have capability that enables us to communicate to a broad audience in a truly personalized way, while at the same time forcing us to ensure we offer truly unique insights and a quantifiable value proposition.

And yet, despite relying on AI partners more, building trust and establishing a human connection is also critical for success. Customers and prospects want insights, not noise. They also want a human experience. In 2023, marketers must lead with their value proposition and differentiate with experiences. In addition, businesses will not only have to deliver exceptional customer experience but also demonstrate an exceptional employee experience. If a prospect trusts that your solution can solve their problems and your people are reliable partners, then your chances to win are limitless.

1health is driving healthcare innovation by revolutionizing the way laboratories, healthcare providers and consumers interact. By providing a modern, secure, and easy-to-use software platform, 1health enables diagnostic testing results to be accurately delivered in minutes, not days or weeks, thereby reducing costs and expanding growth opportunities.

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Up next: Market View 17

Elli Ahmadi, SAGO

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