Modern marketers aren’t content to just create leads. They play a critical role in driving sales. Not just in the top of the funnel, but the middle and below. Learn the 4 secrets that leading marketing teams — and KnowledgeTree customers — have learned to help drive revenue to close.

1. 4 Secrets that Make
Marketers Revenue Drivers
Ideas Built on Case Studies

2. Peter
Mollins
VP
Marke)ng,
peter@knowledgetree.com

3. “Why
waste
our
life
in
fric3on
when
the
same
effort
can
be
turned
into
momentum?”
~
Adapted
from
Frances
Willard

4. Marketing is more
than setting the
stage for Sales.

5. Impressive Marketing Statistic?
60% of the buyer journey is
complete before a prospect
reaches sales
Does that number seem right?

6. X%
of
the
buyers
journey
is
complete
before
they
ever
contact
sales!
The
evidence
is
clear.
Nearly
75%
of
B2B
buyers
now
say
that
buying
from
a
website
is
more
convenient
than
buying
from
a
sales
representa)ve.
Further,
93%
say
that
they
prefer
buying
online
rather
than
from
a
salesperson
when
they’ve
decided
what
to
buy.
B2B
companies
that
wait
too
long
to
create
self-­‐serve
eCommerce
websites
risk
losing
share
to
pure
plays
and
omnichannel
compe)tors.
SolutionComplexity
Buying Environment
Guide MeServe Me
Show Me
Enlighten
Me
As complexity of solution
and buying environment
increase, the value of a
sales person increases.
Type of Salesperson

7. SolutionComplexity
Buying Environment
Try and Buy
Challenge
Type of Sale
Approach that is effective
with buyers also changes.

8. Challenging Demand Waterfall
Marketing and
Sales
Marketing
Sales

9. Challenge 1:
Complexity of Organizations
The average B2B purchase
encompasses 20 individuals.
Source: Four Quadrant

10. Aware
Engaged
Progressing
Challenge 2:
Complexity of Messaging

11. "The debate for a long time was whether it
was the first touch or the last touch that was
the most valuable…everything that
participated in a sale gets a value.“
- Brandon Proctor, VP, Marketing, Build.com
Challenge 3:
Attributing Revenue for Focus

12. So, now what, modern
marketer?
Back to the data.

13. The top 10% of reps
consistently close
deals.
What about the other 90%?

14. Efficiency vs. Effectiveness
Where do you focus?

15. Predic)ve
Automated
Campaign-Based Outcome: Large numbers of MALs
Outcome: Large numbers of MQLs
Outcome: Large numbers of dealsPredictive

16. I don’t waste time on
prospects that aren’t
going to convert.
I just know when to
apply pressure and
when to back-off.
You have to listen to
their needs – spoken
and unspoken – and
respond well.
How are top reps succeeding and
how does marketing support them?

17. Who
When
What
I don’t waste time on
prospects that aren’t
going to convert.
I just know when to
apply pressure and
when to back-off.
You have to listen to
their needs – spoken
and unspoken – and
respond well.

18. Secret 1: Predict Who
to Connect WithList to
target
Accessing
Contact
Info
Navigate to
Right
Person
Wrong
Person!

19. Action Threshold
Negative
earnings report
New VP
Sales Hire
Time
Imperative
Secret 2: Predict
When to Connect

20. Secret 3: Predict What
to Say
IndustryProduct
Buyer
Persona
Primary
Pain

21. Case 1:
“Hit ‘em in stride”
“When we surveyed the sales team, one result really
stood out. It was clear that sales teams were losing
time looking for or re-creating content for prospects.”
VP, Sales Operations

22. Case 2:
Internal Matters
“We have new products and features being released
constantly. So, it is important that sales teams have
current messaging on hand.”
Sr. Director, Sales Enablement

23. Case 3:
Action!
“To get access to our most powerful marketing
content, sales people used to have to look through
email notifications or leave what they’re doing and
search in a portal.”
Director, Marketing Operations

24. Who
When
What
Data
Secret 4: It’s a Cycle

25. Peter
Mollins
VP
Marke)ng,
peter@knowledgetree.com

26. 4 Secrets that Make
Marketers Revenue Drivers
Ideas Built on Case Studies