Changing the Game with Digital Engagement, Presented by SAP

Changing the Game with Digital Engagement, Presented by SAP

Game-changing technology strategies are transformational, exciting and disruptive for a reason. They shake up your status quo. They get you thinking about new ways to scale, compete and grow. They move you in amazing new directions. Join host Bonnie D. Graham as she invites you to take an additional Coffee Break with Game-Changers for our special series on Digital Engagement. We’ll explore the fundamental changes that digital transformation is having on the marketing and sales professions. Our panelists will discuss the implications on the buyer journey, how Digital Engagement impacts an organization in terms of alignment, accountability, and business outcomes, as well as how Digital Engagement changes the dynamic between buyer and seller. Learn how you can become the savvy leader who takes your company across the finish line as you look ahead to the next wave of business innovation. Changing the Game with Digital Engagement broadcasts live on the VoiceAmerica Business Channel.... Show More

Episodes

February 16, 2021 55 min
The buzz: “Great customer experience is a major competitive advantage that drives new sales—and it’s predicted to overtake price and product as the primary brand differentiator for B2B sales by 2020… 33% of customers will consider switching brands after just one poor experience.” (getfeedback.com) The customer journey – mostly online without a salesperson – has become a major puzzle for marketers to analyze. From brand awareness t...
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The buzz: “Today, data is hidden all around us, and this begs the question: Is storytelling still important during a time when analytics reign supreme? Great analytics inform your storytelling; they point it in the right direction. But the data won’t do the storytelling for you.” (medium.com/the-mission/the-power-of-storytelling-in-sales-7ac8877475fa) Storytelling has been around since the start of civilization. It is how people s...
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The buzz: “Artificial intelligence is making waves…When marketers use AI with marketing automation, they create a superpower…drawing on everything they know about their consumers to tailor experiences with speed and precision…on a massive scale.” [blog.marketo.com] Marketers are constantly on the lookout for the next big thing when it comes to the future of the marketing industry. Many are focusing on buzzwords 'Automation'...
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The buzz: “Artificial intelligence is making waves…When marketers use AI with marketing automation, they create a superpower…drawing on everything they know about their consumers to tailor experiences with speed and precision…on a massive scale.” [blog.marketo.com] Marketers are constantly on the lookout for the next big thing when it comes to the future of the marketing industry. Many are focusing on buzzwords 'Automation'...
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The buzz: “B2B sellers have tremendous success when integrating social into their process…Modern buyers are digital-first buyers…B2B social sellers outperform peers who don’t use social by 72%.” go.forrester.com How can your sales team drive brand awareness and accelerate your account-based marketing (ABM) strategy to convert top prospects into customers? Leverage their social presence. Digital selling has become increasingly imp...
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The buzz: “Sales representatives spend less than a third of their working time actually selling…bogged down by administrative and other ‘non-sales’ tasks.” (HubSpot, business2community.com ) Digital Selling is inefficient and time-consuming when you have to manually research different prospect profiles to fill your lead pipeline, then craft unique messages specially targeted for each. How to reduce the busy-work? Consider Digit...
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The buzz: “When I got started in sales, I would create scripts based on what I heard from the best sales reps around me…but… every sales rep I tried to copy was doing something different…I couldn’t close a deal for the first 18 months…then something clicked…I learned how to read a conversation, understand tone and intonation…to build genuine relationships with my prospects. I stopped trying to automate what needs to be personal.” (...
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The buzz: Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the Internet.” (www.c-tel.eu) Welcome to digital marketing, where businesses leverage digital channels including search engines, social media, email, and their websites to connect with current and prospective customers. Some sales profess...
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The buzz: “Digital Selling makes so much sense and seems so easy. Just find useful content, add valuable personal insights, and share it with the right people to build relationships. But creating a repeatable Digital Selling strategy requires more. As Stephen Walsh explains on the Knowledge Enthusiast: In practice, it takes time and focus to build a Digital Selling habit. Finding that content is all about useful content curation. H...
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June 30, 2020 55 min
The buzz: “If you work in sales…you’ve heard the term sales enablement. Although it’s a hot topic, there seems to be some confusion around whether it’s just another vague buzzword or a specific field of practice that’s delivering real benefits to sales organizations…Sales enablement is less about sales and more about the buyer.” blog.topohq.com “The days of corporate, siloed ownership of prospects and customers are hopefully long g...
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The buzz: “Sales Enablement has the opportunity to evolve in a big way. When the role first showed up in the B2B enterprise, Sales Enablement became a sidekick to the in-person, acquisition-focused selling conversation. But selling today looks completely different than it did back then” (Erik Peterson, business2community.com). Welcome to the 2020 decade. Sales Enablement has matured and is poised to drive a new approach to sales a...
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The buzz: “We need to get over the idea that age is a barrier to expressing yourself on social media” (Ari Seth Cohen). A 2019 AARP Magazine article about social influencers age 50+ talked about influencers over 50, despite their stereotype of defining social selling as having coffee with a customer at a diner vs. millennials, the go-to social selling experts. Reality check: 66% of LinkedIn users are age 46–56+, while 25–3...
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The buzz: “People do not buy goods and services. They buy relations, stories, and magic” (Seth Godin). The image of influencer marketing by brands has been tarnished. In 2019, fake followers were widespread for many social media personalities, and some influencers were accused of covert advertising, challenging their authenticity. This poses a dilemma for brands because when we feel something is fake or misleading, we switch off. I...
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The buzz: “There’s a classic phrase about good marketing being both an art and a science. Although this idea has been rephrased, reused, and repeated for years, it’s never been more true than it is today.…although fundamentals like this one don’t change much, virtually everything else does. New marketing channels emerge, customer buying preferences shift, and perhaps most importantly, emerging technologies give way to streamlined p...
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The buzz: “Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?” (Ann Handley, MarketingProfs). 2020 has always sounded far off in the future. It’s here! Your customers and prospects know more and expect more, the bar will be set higher and new priorities will emerge. What businesses will win in the 2020’s? The most forward-thinking companies that consciously and deliberately anticipat...
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The buzz: “Digital Selling relies on having robust, well-built social networks, which is why social media marketing is a crucial aspect of Digital Selling. Since these two concepts are so similar, many people confuse the two.” (Adrian Fisher, www.forbes.com). Fisher explains that social media marketing lives at the top of the sales funnel to help bring in leads using Facebook and Twitter, for example. Digital Selling puts the tradi...
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The buzz: “Account-based marketing is thinking of the account as a market of one: (Nick Panayi, CSC). With Digital Selling, your sales team leverages their social presence to drive brand awareness. And they use education to accelerate an account-based marketing (ABM) strategy and convert top prospects into customers…it’s not too late to start (upthereeverywhere.comy). How can you get your marketing and sales teams to collaborate on...
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The buzz: “Content curation is a great tactic for promoting your thought leadership — but only if the audience can clearly distinguish your insight from that of your source material” (contentmarketinginstitute.com). Does your job description include “great content curator”? Maybe not, but if you’re involved in Digital Selling, it’s automatically part of your role. How to do it? Find useful, timely, relevant content without any sal...
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The buzz: “Sales representatives spend less than a third of their working time actually selling…bogged down by administrative and other ‘non-sales’ tasks.” (HubSpot) Manual Digital Selling can be inefficient and time-consuming if you need to find different profiles and write-out the message each time. Digital Selling automation to the rescue, with automation tools to help you compile concise, detailed reports and generate new pipel...
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The buzz: “Account based marketing is simply instead of fishing with nets, we’re fishing with spears. You identify exactly the prospects you want to do business with and then you market very precisely and narrowly to them directly” (Matt Heinz). ABM and Digital Selling both engage target prospects with super-relevant content. But while 90% of marketers (2016 marketingprofs survey) rated ABM extremely or very important, only 20% ha...
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