In the brave new world of B2B decision making, the days of "Mad Men" national advertising campaigns and "Lone Wolf" superstar salespeople are clearly over.
But over the past 10 years, many technologists assumed that human touchpoints would be replaced by marketing automation (MarTech) and sophisticated customer relationship management (CRM) software. The results have been disappointing. Decision makers pull back from entering their "real names" into your online lead tracking forms and use incognito mode on their web browsers to sneak around your defenses.
Real people want real, human connections ... even in the B2B sales process. But what is the right mix that balances efficiency and effectiveness?
Author, researcher, and recovering marketing and sales executive Jason Voiovich joins Garin Hess of Consensus to walk us through an updated version of the customer journey, explaining how people and technology can work together to create a compelling, measurable, and ultimately effective experience.
Rethink the "sales funnel" as a "customer journey" - a simple change that will transform your sales and marketing function.
Learn the expectations of the customer at each stage along that journey, and how both people and technology have a role in each one.
Experience real case examples of successful implementations.
About the Presenters
Author, Rehumanizing Marketing: A Survival Guide to the Post-Data World
Jason was born into a family of artists, immigrants and entrepreneurs. Frankly, it’s lucky he didn’t end up as a circus performer. He’s sure he would have fallen off the tightrope by now.
Having studied at the University of Wisconsin, the University of Minnesota, and MIT's Sloan School of Management, Jason has dedicated his career to finding marketing's north star, refocusing it on building healthy relationships between consumers and businesses, between patients and clinicians, and between citizens and organizations. That’s a tall order in a data-driven world.
But it’s crucial, and here’s why: As technology advances, it becomes ordinary and expected. As relationships and trust expand, they become stronger and more resilient.
Our next great leaps forward are just as likely to come from advances in humanity as they are advances in technology.
Connect with Jason on LinkedIn or visit his blog at https://jasontvoiovich.com/
Founder & CEO, Consensus
Garin Hess is a serial entrepreneur with over 18 years of hands-on in-the-trenches experience. Garin has founded two software companies, two industry conferences, and a non-profit organization.
He is currently the founder and CEO of CONSENSUS, an interactive demo automation software company that helps sales organizations scale the presales function.
Outside of work, he enjoys reading history, mountain biking, singing with and conducting community choirs, and spending time with his family. For Garin, nothing else beats a lazy morning cooking breakfast for his wife and three kids or trying hard to keep up with his son on the tennis court.