B2B Sales Enablement, Employee Ambassadors and Account-based Marketing (401) - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the fourth workshop in the “B2B Mastery Program,” a five-part virtual workshop series designed to give you a broad exposure to all facets and levels of B2B Marketing. To achieve mastery in this topic we encourage you to register for all five workshops in the series, however you may register for any workshop that best fits your needs.

If you want to achieve mastery and attend the five-part series (B2B Mastery Program 101, 201, 301, 401, and 501), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop and attend all five workshops in sequential order (there are no substitutions of past or future workshops).

Click HERE to register for B2B Marketing Begins with Buyer Insights 101 (2:00 to 5:00 p.m. EDT, Tuesday, 01/21)

Click HERE to register for Align B2B Marketing with Business Needs 201 (2:00 to 5:00 p.m. EDT, Thursday, 01/23)

Click HERE to register for B2B Marketing Playbook: Demand Generation, Content Marketing and Subscription Marketing 301 (2:00 to 5:00 p.m. EDT, Tuesday, 01/28)

Register below for B2B Marketing Playbook: Sales Enablement, Employee Ambassadors and Account-based Marketing (ABM) 401 (2:00 to 5:00 p.m. EDT, Thursday, 01/30)

Click HERE to register for B2B Marketing Playbook: Differentiate Your Brand and Deliver Consistent Customer Experiences 501 (2:00 to 5:00 p.m. EDT, Tuesday, 02/04)

B2B marketers typically list account-based marketing (ABM) and sales enablement as top priorities. Sales teams often do not know what selling tools Marketing has created, so they don’t use them. Instead, salespersons create their own messages, presentations and marketing. The result: customer confusion, and weaker sales results.

Increasingly, as businesses struggle to hire the right talent, marketers also are called on to help recruit and retain employees through employer branding.

Employees are an underutilized marketing asset. In fact, research by LinkedIn shows that preparing employee ambassadors can increase your brand’s social media reach up to 20 times, compared with a brand’s official social media account. Yet a Gallup study found that 2 out of 3 employees don’t know what matters most to customers, and they don’t know what to say to customers.

Learn how to overcome internal barriers, so you can equip Sales and employees to deliver the right message to the right people at the right time:

• Sales enablement – Align Marketing with Sales to define needs, create content that Sales will actually use, train Sales to use the tools, and deliver one clear, consistent experience to customers throughout the buying process.
• Employer branding – As the competition for talent gets harder, marketers increasingly need to help companies recruit and retain employees by marketing the employer brand.
• Employee ambassadors – Employees have social media audiences that can be 20 times larger than the official brand account. Learn to transform this opportunity into your marketing advantage.
• Account-based marketing (ABM) – Help Sales land large deals and bring in big new accounts by focusing on a small set of buyers and customers, such as the company’s top 10 or 20 “must-win” customers. Learn to walk in buyers’ shoes, surround buyers with your message, magnify your brand presence, and build digital assets to mirror the sales conversation.

This is the fourth in a 5-part series, the ANA B2B Marketing Mastery Program, designed to improve overall B2B marketing proficiency through broad exposure to all facets and levels of B2B Marketing. Participants who complete the entire program master the key stages to successful B2B (or B2B2C) marketing including buyer insights, stakeholder alignment, demand gen, CX, brand differentiation, and more.

Pre-requisite: Participants must complete Level 101 of the ANA’s B2B Marketing Mastery Program (or have equivalent on-the-job knowledge) prior to taking this workshop.

Target Audience

• Marketers who work closely with a sales force to win or retain large accounts. Managers and directors who want to work with Sales peer to peer, rather than being seen as order-takers.
• Marketers who provide sales collateral and content such as PowerPoints, printed materials, and videos for Sales to use in virtual and physical meetings with customers. Marketing communications people, including specialists, managers and directors.
• Marketers who work on employee communications and events, and marketers who are responsible for social media (organic and paid).

Download the full benefits here

• Setting the Stage (10min)
• Sales Enablement (40min)
• Build Your Employer Brand (30min)
• BREAK (10min)
• Turn Employees into Brand Ambassadors (40min)
• Account-Based Marketing (ABM) (40min)
• Closing (10min)