Part 1

Part 2

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Greg Poirier - Marketing and Sales Executive // CloudKettle

Greg Poirier is President of CloudKettle, a company specializing in improving operations and revenue growth for Software as a Service companies through marketing automation, lead generation, sales management, and renewals. 


Show Notes

Part 1

Greg’s Background and Work - (02:09)

Cloud Kettle has been around for five years. My senior assistant John and I were hired to do marketing operations for a number of SaaS companies. The last time around, John eventually became CEO and I became COO of last company we worked at.

Our team at Cloud Kettle consists of many Salesforce Alumni.

B2B Marketing Space - (04:19)

Before, one of the biggest trends that we have seen is the willingness to fund more money in MarTech and SalesTech. However, a third of that stuff never got deployed or used properly.

And in 2019, we've definitely seen for the first time a stoppage in growth in the amount that's being spent in MarTech and sales operations.

There is also a decrease in willingness to invest employee time in new platform on-boarding.

Tools That Are Mandatory - (08:19)

Lately, a lot of attention is being placed on warehousing and visualization of that data warehousing. Generally, your biggest chunk of data is going to be Google analytics data. This solution also makes the most sense for a marketing team.

It’s a cheap and effective solution.

Our clients deal with a lot of programmatic advertising data. Primarily Google's advertising networks, Facebook and LinkedIn.              

Over time we have realized that data cleanliness is a big problem. But there are some parts of data that you're not going to be able to impact.

Driving People Through the Funnel - (17:34)

I think one of the biggest missed opportunities is retargeting. Both Google’s and Facebook’s networks are really strong with this. Many of our clients see retargeting as ‘set it and forget it’ kind of thing.

Companies in the B2C industry are doing a better job with this.

If you're at scale and you're doing a million website visits a month it probably makes a lot of sense to pay for 360 Suite by Google.

We run video advertising too. We are showing video testimonials of the clients we have worked with and whose problems are now solved.

Other Trends in B2B Space - (24:12)

One of the biggest trends is the enrichment at multiple stages in the sales funnel. Providers like Clearbit are positioning themselves and doing a great job at enriching at each stage of the engagement. Clearbit also helps you build custom audiences for advertising.

Part 2

Defining Revenue Optimization - (02:34) 

The revenue operations at marketing agency happen at two levels. One is going to be the level of sophistication that you can expect to be applied to the problem. 

The other is around the level of interconnectivity. 

For most of our clients, we are looking at cost per sale and what was our cost per sales qualified lead or at a minimum what was our cost per marketing qualified lead. 

For example, where we see a lot of clients make mistakes in terms of marketing investment is that they are purely measuring success on the cost of first touch attribution metrics. 

In B2B organizations, as sales cycles are longer. Sometimes they take up to nine months and will require 20-30-40 touches. That’s why we are more fans of W or U shaped attribution model. 

Visualizing KPIs - (09:06) 

Be very cautious with a one size fits all approach. A good tool to use is Google Data Studio. It’s a great place for starters. 

The Most Commonly Used KPIs - (10:16) 

If you and your marketing agency are really focused on your cost per lead metric, what you’re going to get is a ton of garbage, the low quality leads that your sales team is going to hate. 

One of the things we are really focused on is to have enough pipeline coverage for the upcoming period. Marketing should be responsible for generating 50 percent of pipeline coverage.