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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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About the talk

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

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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How to make speaker with Sherry white human-to-human experiences key. She wasn't a B2B devention, demand marketing, game-changer, girl. That's a great award. A top, 20 women to watch and sells leave management. And one of the top, 30, most influential women in B2B marketing technology. It's great to see you. We haven't said, hello yet. Hi, Johnny marketing strategy, at cloud and Enterprise Tech openings for 25 years. And today you are the CMO at inside. You, please welcome Tracy iler.

Marketing alignment so much of what John and you just spoke about is something. I've been studying actively for a long time and what I'm here to talk to you about today is so much of our time. Collectively is spent thinking about how my going to digitally engage. How am I going to capture people in product? How am I going to get them to interact. People send anonymous a really long time, but then there's going to be some human interaction. So what I want to talk about today is how that human interaction makes a difference. The Str

team in particular is the team that I am going to talk to you guys about and I study the subject of a bunch of research on it. This deck is chock-full of stats and third-party research so I'm not going to show you today cuz we don't have time. So make sure you download it cuz they're all sort of hidden slides and things. So what I want to talk to you guys about is what is the challenge in the Human interaction. And how can you use yours till development team? And how many of you guys have one or building? One are dealing with what I'm assuming many? Because you're in this room, it's so

hard, right? Finding the right people, motivating them retaining them, a lot of them are right out of college. They might be, you know, having his expectation for fast career growth and on and on and on and I feel like I didn't say, I do my company, we've kind of crack the code on some of the

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