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Why Creating a Human-to-Human Experience is the Key to Converting Prospects & Retaining Customers

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Tracy Eiler
Chief Marketing Officer at InsideView Technologies, Inc.
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Why Creating a Human-to-Human Experience is the Key to Converting Prospects & Retaining Customers
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About speaker

Tracy Eiler
Chief Marketing Officer at InsideView Technologies, Inc.

Tracy Eiler has been driving revenue growth and marketing strategy at cloud-based and traditional enterprise technology companies for 25 years. She's a "full-stack" marketer. She is currently CMO at InsideView. Tracy was recently named a B2B Demand Marketing Game Changer, is included in the Top 20 Women to Watch in Sales Lead Management, and in the Top 30 Most Influential Women in B2B Marketing Technology. She is the co-author of Aligned to Achieve: How to Unite Your Sales & Marketing Teams into a Single Force for Growth (Wiley 2016)

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About the talk

Track: B2b Track

Customer acquisition is a long road, but it’s not the end of your conversion journey. Once you’ve acquired a lead, you still have to engage, convert, and retain it. And far too often, most companies fall absolutely flat in the prospect experience phase. Just take it from Tracy Eiler, Chief Marketing Officer at InsideView. She’s been driving revenue growth and marketing strategy at cloud-based and traditional companies alike for 25 years, and she’s seen more than a few successes and failures on the prospect and customer experience front. In this session, you’ll learn how to develop the right hiring profile for your SDR team, how to reduce their burnout rate, how to balance inbound and outbound strategies, and what tech tools will deliver the highest return - so you can deliver your prospects and customers the best experience possible (and make more money in the process)!

00:01 Introduction

01:08 How human interaction makes a difference

02:15 The challenge in B2B

03:01 Who is InsideView?

03:50 SDRs can play many roles

05:26 Team structure

06:26 Hiring employees with SV Academy

07:30 Considering inside/outside models

10:28 Where should SDR team report?

12:40 Processes

14:26 Orchestration between SDR & Marketing

16:27 Build your tech stack together with sales

18:47 Tech stack tip

19:34 Consequences of bad data

22:16 Data health

22:52 Key takeaways

25:30 Q&A

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Our next speaker will share why a human to human experience is key. 00:00 She was named AB to B Dimension. 00:04 Demand marketing game changer girl. 00:05 That's a great award. 00:08 A Top 20 women to watch in sales lead management. 00:08 And one of the Top 30 most influential women in B2B marketing technology. 00:12 It's great to see you we haven't said. 00:16 Hello yet, hi, she's been a driving marketing strategy at cloud and enterprise tech companies for 25 years and today. 00:18

You are the CMO. 00:24 At Insideview, 00:24 please welcome Tracy Eiler. 00:27 I did bring copies of books that I wrote and was published by Wiley 3 years ago, 00:31 called align to achieve its about sales and marketing alignment and. 00:35 So much of what John and you just spoke about is. 00:39 Something I've been studying actively for a long time, 00:43 and what I'm here to talk to you about today is. 00:46

So much of our time collectively is spent thinking about how I am going to digitally engage. 00:50 I'm going to capture people in product? 00:55 How am I going to get them to interact? 00:57 People stayed anonymous for are really long time, 00:59 but then there's going to be some human interaction. 01:01 So what I want to talk about today is how that human interaction. 01:05 Makes a difference. 01:10 Uh. 01:10

The SDR team in particular is the team that I am going to talk to you guys about and I've studied the subject on a bunch 01:10 of research on it. 01:20 This deck is chock full of stats and 3rd party research that I'm not going to show you today 'cause we don't have time. 01:20 So make sure you download it. 01:27 'cause they're all sort of hidden slides and things So what I want to talk to you guys about is. 01:28

What is the challenge in human to human interaction and how can you use your sales development team and how many of you. 01:32 Guys have one building 1 are dealing with one. 01:39 I'm assuming many because you're in this room. 01:41 It's so hard right finding the right people motivating them retaining them a lot of them are right out of college, 01:45 they might be. 01:52

Having this expectation for fast career growth and on and on and on and I feel like it insideview 01:52 my company. 01:58 We've kind of cracked the code on some of the secrets. 01:58

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