The Buyer’s Journey is the New Brand

Learn from Kelly Hopping, CMO at Demandbase, about collaborating with sales on ABM strategy, and making sales love the marketers.

Demandbase is the Smarter GTM™ company for B2B brands. We help marketing and sales teams overcome the disruptive data and technology fragmentation that inhibits insight and forces them to spam their prospects. We do this by injecting Account Intelligence into every step of the buyer journey, wherever you interact with customers, and by helping you orchestrate every action across systems and channels — through advertising, account-based experience, and sales motions. The result? You spot opportunities earlier, engage with them more intelligently, and close deals faster. Any of that sound interesting to you?

Industry
Software Development
Founded
2005
Kelly Hopping

Guest Bio

I am passionate about building world class teams, generating and accelerating pipeline, differentiating and growing high-quality brands, empowering up-and-coming future leaders to thrive, and leading businesses through change and acceleration. As an experienced business executive and marketing leader, I have had the opportunity to develop multiple marketing and business strategies across IT, including cloud, SaaS, and services.

I pride myself on strategic thinking, results-driven execution, operational efficiency, and effective cross-functional management. I believe that in the absence of product knowledge or expertise, brands are a surrogate for quality and that our job as marketers is to make products accessible to customers.

Personally, I am inspired by strong leaders and entrepreneurs who have a story to tell. I am also an advocate for managing a well-rounded life, not just a job, as I think that is the rising tide that lifts all boats at home and in the workplace. The 5-to-9 makes me better in my 9-to-5. I believe the rat race of go-go-go is not sustainable and often interferes with the best ideas. I am a die-hard achiever who is learning that taking a minute to think can exponentially increase the efficiency of achievement!

Guest Bio

I am passionate about building world class teams, generating and accelerating pipeline, differentiating and growing high-quality brands, empowering up-and-coming future leaders to thrive, and leading businesses through change and acceleration. As an experienced business executive and marketing leader, I have had the opportunity to develop multiple marketing and business strategies across IT, including cloud, SaaS, and services.

I pride myself on strategic thinking, results-driven execution, operational efficiency, and effective cross-functional management. I believe that in the absence of product knowledge or expertise, brands are a surrogate for quality and that our job as marketers is to make products accessible to customers.

Personally, I am inspired by strong leaders and entrepreneurs who have a story to tell. I am also an advocate for managing a well-rounded life, not just a job, as I think that is the rising tide that lifts all boats at home and in the workplace. The 5-to-9 makes me better in my 9-to-5. I believe the rat race of go-go-go is not sustainable and often interferes with the best ideas. I am a die-hard achiever who is learning that taking a minute to think can exponentially increase the efficiency of achievement!

Episode Summary

This episode features an interview with Kelly Hopping, CMO at Demandbase, a go-to-market company for B2B brands. They help marketing and sales teams overcome the disruptive data and technology fragmentation that inhibits insight and forces them to spam prospects. 

In this episode, Kelly talks about her strategy to make sales love the marketing team and to collaborate with sales on their ABM strategy. She also discusses the ROI on retaining a customer, versus getting a new customer, and how the brand is really the full customer journey. 

Key Takeaways

  • Account based marketing only works as a collaborative effort between sales and marketing. It’s marketing’s job to make the sales team love them, providing them with a brand they are proud to represent and high intent leads. 
  • The ROI on retaining a customer is much better than on getting a new customer. Taking great care of the customers is not just a sales or customer experience responsibility. 
  • Part of retaining customers is building brand loyalty by making sure customers love the product and building community. 

Quotes

“ I have a general belief, I tell my team, my number one goal is to make sales love us. And that doesn't mean that we do all bottom of the funnel, like pipe create, but it means we're going to give them a brand that they're proud to represent. We're going to give them great air cover at events and through social. We're going to give them high-quality pipeline that has good intent. We're going to focus, so we're not going to try to boil the ocean. We're going to be laser-focused on an ICP and we're going to work together on conquering them. We're going to give them content that's usable versus like a thousand pieces and they have to sort through it. We're going to give them five pieces and a really clean bill of materials that they need to close the deal. And we're just gonna be really, really, really focused on those things. So, to me, that's ultimately the strategy is if sales is successful, then we've done our job right."

Episode Highlights

*(3:53) The Trust Tree: Building sales and marketing alignment 

*(23:26) The Playbook: Your brand is the full customer journey 

*(34:41) The Dust Up: Tensions with sales and ensuring you send them good opportunities

*(37:33) Quick Hits: Kelly’s Quick hits

Episodes Transcript

  • Account based marketing only works as a collaborative effort between sales and marketing. It’s marketing’s job to make the sales team love them, providing them with a brand they are proud to represent and high intent leads. 
  • The ROI on retaining a customer is much better than on getting a new customer. Taking great care of the customers is not just a sales or customer experience responsibility. 
  • Part of retaining customers is building brand loyalty by making sure customers love the product and building community. 
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