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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

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INTERVIEW WITH


Melissa Liedkie

Growth Leader / Marketing Consultant

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

It starts with sales getting clarity on who their ideal customer is and developing a profile for each one by researching and documenting key information.

What does digital-first sales look like in today’s B2B sales and marketing landscape and how is it changing the way that we engage with customers?

The optimum approach is the combination of account-based marketing and account-based selling, also known as ABX. It starts with sales getting clarity on who their ideal customer is and developing a profile for each one by researching and documenting key information. Then they hyper-focus on this small group of highly qualified prospects who have effectively been blueprinted.

From there, marketing sets up what is referred to as ‘cadences’, which is a communication path, or touch points, that includes a series of calls, emails and gifting to connect and stay in touch with prospects on their buyer journey. Sales also connects with these prospects at live events and through thought leadership workshops. There’s no one way, but what’s important is there is a set methodology and a sync between sales and marketing about how and when to reach out to those highly qualified, prospective buyers.

It is really important to know the customer’s business, their successes, their pain points, and how they have been performing – before you reach out to them.

Sellers are more likely than buyers to think face to face contact is important during sales, does this mean B2B sales teams should be investing more in virtual sales techniques?

The key to successful virtual engagements with potential customers is hyper-personalisation. Marketing writes ‘cadences’ that sales teams can use, but they are expected to personalise each cadence before reaching out to a prospect. This doesn’t mean just adding someone’s name or inviting them for coffee. It’s getting to know them as well as you can and connecting on a personal level. Perhaps you know they’re big fans of a particular sports team, and their team just won a big game; this is a great way to facilitate a connection on a more personal level.

It is really important to know the customer’s business, their successes, their pain points, and how they have been performing – before you reach out to them. A customer or prospect should never have to feel they need to educate you about their business.

The most successful events involve those where participants have strong industry experience and established credibility. That, combined with the online digital model, is the dream.

MELISSA LIEDKIE

Growth Leader / Marketing Consultant

What role do live events play in a post-pandemic B2B sales environment?

Workshops are a highly effective strategy for bringing industry leaders into the conversation. They’re useful to participants because it is a forum to share success and industry knowledge. In my experience, industry leaders want to reveal their authentic sides and connect with people.

The most successful events involve those where participants have strong industry experience and established credibility. That, combined with the online digital model, is the dream.

Melissa Liedkie is a versatile and highly experienced marketing leader with a background in loyalty & CRM, product management, market analysis, strategic planning, product development, and integrated, multi-channel marketing programs. She has worked in multiple industries serving B2B and B2C markets. She has a proven track record of building, developing, and inspiring teams to exceed performance goals. She resides in Dallas, Texas and chooses to live near the airport because travel adventures that include great food and wine are her passion.

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