As Co-Founder and VP Global Sales of 3D2B, Sabrina brings extensive international marketing and sales experience to the company.
Sabrina's professional experience includes six years in New York City as Marketing and Promotion Manager at Hachette Filipacchi's Consumer Electronics Group -- a series of consumer electronics magazines with worldwide distribution.
After relocating to Europe, Sabrina became Account Director at TECHMAR, a leading American customer acquisition company with locations throughout Europe and the U.S. Based in Munich, Germany, Sabrina was responsible for Key Account Management and driving EMEA business development strategies for clients such as HP, Oracle, and Olivetti – an annual combined sales quota of over 210 million USD.
Today, Sabrina is VP of Global Sales, driving 3D2B to new heights. She works closely with the executive management team, establishing the vision for the company and ensuring that all revenue objectives are met. As VP of Global Sales, Sabrina is responsible for building and managing the 3D2B multi-national sales organization, driving all new and existing sales revenue, and developing and implementing new business strategies to acquire, retain and grow 3D2B’s global client portfolio and revenue.
Sabrina holds a Master's Degree in Advertising from New York Institute of Technology in New York City and is fluent in English and Italian.
One theme dominates the shifts in the B2B sales and marketing world — technology. That’s because technology enables us to target prospects and customers more efficiently, personalize our outreach, build relationships from remote locations and integrate our sales and marketing process. As such, it empowers B2B leaders to be more successful than ever before in engaging and selling customers.
While the three transformations I cover below are not new, as they continued to prove their worth in 2017, they all became more widely entrenched. Read on to find out whether your organization is keeping up with the latest winning strategies or has opportunities to increase sales and marketing successes.
Despite rumors of its demise, email marketing remains a workhorse for B2B marketing. In fact, 95 percent of B2B marketers use it. Marketers consider it to be the best channel for distributing content, and it also generates revenues. According to Fast Company, for every dollar invested in email marketing, there is a $43 return. That’s a staggering 4,300 percent ROI.
If B2B email marketing is worth doing, it’s worth doing right.
So how do you maximize your chances of reaping that $43 return … or perhaps even more? Here are some best practices that can increase your chances for B2B email marketing success.
It seems like you put endless amounts of time and energy into generating leads. But to what effect? Too many of them turn into dead ends.
It’s not surprising that you’re frustrated. Your leads should be converting at higher rates. And while you’re upset that your company’s salespeople aren’t squeezing the most out of each lead, they’re complaining about quality.
Perhaps your reps are working hard, but they simply don’t know enough about the science of sales conversations. What works? What fails?
Thankfully, because of Big Data, the answers to these questions are becoming clearer. It’s revealing the secrets of top performing sales reps. In fact, the self-learning conversation analytics engine Gong has analyzed hundreds of thousands of sales calls to determine how calls that convert differ from average calls.
Here are some of the fun facts they discovered:
Are you ready to increase sales close rates? If so, you may not need to invest in the latest technology, hone your sales techniques or take a new marketing strategy for a spin. Instead, boosting close rates could be as simple as helping your salespeople to rediscover the basics: Putting customer interests first, listening actively and empathizing with their concerns.
“If you want to go upmarket, which you absolutely must to grow, you have to go outbound. Winning large customers is much more about causing sale, not just catching one.”— Ken Krogue, President and Founder, InsideSales.com
Account-based marketing is quickly gaining popularity. It’s a strategy that aligns sales, business development and marketing around the potential deals that can have the most impact on a company’s future revenues. To execute account-based marketing tactics, you will likely need to transform the approach of your business developers.
How do the account-based business developer’s activities differ from those of typical telesales representatives?
The job of the account-based business developer is to open doors at the big accounts that matter most. So, rather than simply qualifying inbound leads, they use outbound tactics — phone, email and social selling — to stir up sales opportunities with high-value prospects. Based on in-depth research, reps contact prospects in a personalized way that provides value. The emphasis is on long-term gains, not quick hits.
Challenges that are part and parcel of new market expansion and product introductions include executing in-depth market research, filling distribution gaps, honing marketing tactics and building internal resources to support the initiative.
Given that leaders are juggling multiple priorities, it’s not surprising that they sometimes fall flat when attempting to scale inside sales to meet expansion goals. After all, there’s a lot involved — creating a sales process, hiring and training sales people, and ensuring they have the tools they need to do their jobs efficiently and successfully.
Let’s take a quick look at each of these challenges and how to tackle them.
“The purpose of any business is to create and keep a customer”—Theodore Levitt
Customer centricity started in the 60s with direct marketing. Since then, the omnipresence of the Internet has increased opportunities for companies and customers to interact. Customers became more connected and empowered and their expectations rose. At the same time, they turned into the main force driving the success (and failure) of businesses.
For instance, it’s now easy for prospects to learn about your products from their peers. Online reviews, LinkedIn discussions and tweets are all at their fingertips.
As a result, organizations that have a laser-like focus on delivering exceptional customer experiences will be tomorrow’s winners. They will align their operations with market needs so they can build products and offer services customers love, deliver them with ease and provide seamless support. In doing so, they will build enduring relationships.
If you ever call a company’s customer support department and then call their sales department, you’ll likely notice a difference in the level of service you receive in each situation. Frequently, it seems you are more liable to spend time on hold when you are seeking service than when you are calling to make a purchase.
That’s a sad statement on how many companies perceive the value of existing versus new customers. They place more emphasis on bringing new clients into the fold than on retaining and growing existing accounts.
An eye-opening Gallup study revealed that 71% of B2B customers are either indifferent or actively disengaged with their vendors. In other words, they are likely to end the relationship at any time. Perhaps there’s good reason for this. The vendor has also disengaged from these customers. While companies risk losing these customers, they can achieve 50% higher sales and 34% more profitability with customers who are engaged with them.
What are the most effective B2B lead generation tactics? How about social media, content marketing and search engine optimization?
These shiny new tactics have their place, but according to research depicted in the chart, they pale in comparison to some good old-fashioned tactics. Ranking in the first, second and third spots for B2B lead generation are inside sales, executive events and telemarketing.
We all love the sales funnel…at least in concept. Visually, it’s the perfect model: Our leads pour into the top of the funnel. As they move through the middle of the funnel, marketing and sales both qualify the leads. And buyers flow out the bottom.
Or do they?
With the increasing complexity of B2B purchases, sales cycles are becoming longer, and more decision makers and influencers are involved in the buying decision.
It’s time to stop playing a numbers game and just pouring leads into your sales funnel. Now’s the time to flip the traditional sales funnel on its head and create a new model. The image of a sales and marketing pyramid helps you understand that you need to be more responsive to buyers’ needs throughout the sales process. You must assist them as they climb the pyramid and reach the pinnacle—a decision to buy from you.
Where once sales were relatively linear—prospects came into your sales funnel and decided either to buy or not to buy—today’s buying patterns have changed. The buyer’s journey is more complex, more fluid and increasingly self-directed. Above all, we know that leads don’t naturally convert into sales. Left to make the journey on their own, buyers easily stray off course:
A sales pyramid presents a more accurate model of today’s sales process. It’s a reminder that buyers and vendors must climb several significant steps to reach the top of the pyramid. You need to help them because there is no natural gravitational force downward, drawing them to a decision to buy from you. Instead, leads and prospects need assistance up the pyramid.
As a result, you need a well-defined lead management process that reflects an understanding of each step to the pinnacle. That’s how you’ll be able to transform prospects into customers.
The process includes:
The days of just playing the numbers are past. Today’s marketing and sales teams need to work together to target their best leads with a series of carefully crafted messages and activities that help them climb the sales pyramid. Leads alone are not enough. It’s the ability to convert prospects into customers that raises ROI and increases the bottom line.