eCommerce: 11 consejos para influir en las personas

How to Win Friends and Influence People is a self-help book written by Dale Carnegie and was ranked number 19 on Time Magazine’s list of the 100 most influential books. While the title of the book might be self-explanatory, it can be adapted in different areas of your life, including the B2B world.

Here, Cloudera’s account-based marketing manager, Ross O’Neill, brings this idea into the ‘self-help’ book for sales and marketing alignment. Ross shares some quick tips on achieving this at our ABM 2019 Conference.1. Create advocates quicklyIt’s important to build customer advocates but don’t forget about your sales advocates. Go to the account managers who embrace marketing, they will be the people who are naturally easier to work with when it comes to adapting a new approach like account-based marketing. Get them on board quickly and soon enough, they will be advocating your strategy around ABM to the rest of the team.

2. Make sure you can talk about the product

When marketers are uncomfortable talking or learning about the product,” they’ve missed an opportunity. O’Neill suggests sitting in a room with a sales person and discussing their side of the business; otherwise, you’ll eventually lose the interest of your account manager.

3. Make an effort to understand the boring stuff, even if you don’t totally get itThis might apply to sales processes, contracts and pricing, which if you take the time to understand you can share sales’ language. Just making an attempt shows you’re making an effort to relate to sales’ everyday challenges.

4. Be prepared to define ABM – a lotRoss started his one-to-one ABM programme with an internal workshop that included the account team. At each one, he’s had to define ABM in detail. He says: “You do have to keep saying it and it does get boring, but you have to be prepared to keep doing it. For other people, account-based marketing is a completely alien term and they might not know what is. You need to make sure they understand your definition of it, so they can reiterate it as well.”

…Para leer más, siga el link del idioma que prefiera