The problem with marketing today
We are entering a new era of marketing.
In the previous era, marketers were measured by leads. Form-fills, sign ups, marketing qualified leads, webinar registrations.
In the new era, marketers need to be responsible for revenue. This means sales meetings, pipeline, and bookings.
“The key success metric at the top-of-the-funnel is qualified pipeline – the dollar amount of the opportunities that sellers have validated and accepted into their pipeline. This is the right balance between what marketing can control and what sales actually cares about. Sorry MQLs, sales doesn’t care about you.” -- Kyle Coleman, VP of Revenue Growth & Enablement, Clari
Easier said than done though.
There’s a reason that marketers still cling on to leads. It’s familiar and comfortable. It’s something that marketing can directly influence, and control.
A common refrain from Marketers is this:
"The challenge we have always faced is that Marketing pumps dollars and generates leads, but we don’t have enough sales resources or SDRs on the ground to follow up well on all of them. It’s not fair for us to own something we cannot control."
A customer’s story
A marketing director working at a B2B company came across Saleswhale 2 years ago.
They were spending tens of thousands of dollars on marketing campaigns every single month. Webinars, content downloads, paid ads. And were generating thousands of leads per month.
Most of these leads were not being actively followed up by the Sales team. Sales cherry picked the few recognizable logos, and left the vast majority of leads to wither on the vine.
During the quarterly business review, our marketing director was questioned about the ROI and marketing efficiency of her team’s campaigns.
More than 85% of the leads were not being engaged by Sales. Only a fraction of the leads generated were turning into sales meetings and pipeline.
It was insinuated that the marketing team wasn’t as efficient as they could have been, and they may need to adjust their marketing budget and headcount downwards in the coming quarters.
This is when the marketing director decided to pilot Saleswhale.
Piloting Saleswhale
She decided to try Saleswhale on 2,000 underserved marketing leads over 3 months. Leads that her Sales team didn’t have time to reach out to.
By the end of 3 months, Saleswhale managed to surface 308 hot “hand-raisers”, and booked 144 net-new sales meetings for her Sales team.
She was never questioned about the efficiency of her marketing programs again.
Who uses Saleswhale?
- Demand Generation Marketers
- Growth Marketers
- Marketing / Revenue Operations Managers
How marketing teams make a bigger splash with Saleswhale
- Improve ROI of marketing spend
- Increase sales and marketing efficiency (increasing productivity of sales team)
- Close the gap between sales and marketing
What is Saleswhale?
Saleswhale is an AI assistant that engages, qualifies, and converts underserved marketing leads into sales meetings via email.
It reaches out to leads sitting in your database with tested-and-proven Conversation Plays, engages them in two-way email conversations using human-assisted AI to qualify them, and sends them more information, before handing over hot leads to the sales team.
It saves your sales teams’ time, so they can focus on high-value prospects, and closing deals - while making sure that no marketing lead goes to waste.
In the following pages, we will show you exactly how to use Saleswhale.
Learn more about What are AI assistants?
