Webinar | Market, engage and sell to Buying Groups who want to hear from you

welcome and thank you for joining today's webinar market engage and sell to buying groups who want to hear from you presented by influe2 and martech i'm your host cynthia ramsaran before we begin if you have any audio issues click the audio icon on your screen to enable your audio if you have any viewing issues you can use the q a section at any time to communicate with us you can send questions directly to the speaker about a presentation at any time without further ado let's get to the presentation joining us today is nirosha metananda vp of marketing at influe2 welcome narosha i'll turn things over to you thanks cynthia i appreciate it and thanks for being here um so you know what i want to do is if you'll indulge me i would love to go through um and and talk about account based marketing in powerpoint you probably are asking why powerpoint um for those who know me um you know i i have a love of

powerpoint and i get um you know i get uh a bit um i i you know people make fun of me because you know it gets a bit of a hard time but i really love it so um you know in this example i'd like to reach out to the product marketing team at um and the product team at uh microsoft to tell them um you know how much i love powerpoint so you know if you take an account based marketing approach to this you know you really you look at your list of target accounts um you know from here you uh i want to look at microsoft so you know as of last year um you know microsoft globally had 189 000 employees and then from here um i want to look at the team in the us because i'm assuming this is this is where it's been developed so 57 of you know that global team is in the us which takes me to 108 000 people um and then i want to look at uh the the team in product so across across the world globally uh microsoft classifies

about 33 of their team um being in product um and and so this approximately i i'm assuming that this applies to the us as well and that takes me down to 35 35 and a half thousand people um and this is usually where from an account based marketing focus depending on your program and data sources this is this is sort of where you get to but i i want to get to you know the people in in the product team who are doing you know making powerpoint so i'm going to just make it and this this is totally totally me making an assumption around this um i'm going to make an assumption that about 5 of those people who are in product are focused on powerpoint and you know that takes me to around 1.7 k um you know within that group so essentially you know this is where buying group you know this is the this is my buying group this is who i'm focused on reaching and while it's a very singular example um you know this is where buying group marketing really

takes you and focusing focuses you on the people that you want to reach so you know this is a new you know a new term a new acronym bgm um but what does it actually mean it's it's you know it's really an evolution um to abm and what it means is really looking and looking at identifying and engaging those buying groups and key decision makers inside your target account so the people who actually want to talk to you or that you want to talk to um and the way to you know the way to be able to do that is through like monitoring their engagement signals and their sentiment um and and making sure that those insights are coming back to sales and marketing to work through uh for relevant and timely and you know uh actions from that and why do we do that essentially to create an experience that is responsive to where key decision makers are in their purchase journey so you know from a from a customer perspective they don't really care if

your communication comes from sales or marketing they just want a holistic experience that's going to meet their needs of who they are within that group um you know and so don't just take it from me i can be standing here and spouting whatever but um i did look at forrester and gartner and this is something that they are also focused on so i pulled a couple of stats from them so according to gartner you know the average buying buying team size is you know between 14 and 23 people and that depends on the size of the spend and then from a forester perspective you know they first sort of their stat around that is you know 66 percent of of b to b buying group teams uh are more than six people and then forrester goes on and they it goes on they've got a buying group manifesto and um and that sort of proclaims and declares that the b2b buyer is really a buying group um so that's that's sort of i guess the the direction in which it's going um and and why it starts to it starts to become

important to really focus on buying groups um you know and what what i'd like to know know from um the group and the attendees uh today is who's who's taking this buying group approach so you know the question is is your organization taking a buying group marketing approach uh and the answers are um yes we're buying we're buying group marketing superheroes we're actually actively building towards this approach or we're not currently taking this approach tell me more so i'll give you a minute to go through uh and and see some answers rolling through cool we seem to have a bit of a quorum so um you know for the majority of you i've we've got uh one one response that someone who is is a buying group marketing superhero i would love to i'd love to hear from you around

um what you're doing and how you're taking that approach and perhaps um we can we at the end of the uh you know towards the end of the webinar if you'd like to share i i would be really keen to hear from you but i think you know the majority is we're actively building towards this or or we're starting to think about it um you know and so you know what i thought about was it's all well and good when you have um you know when you have uh these new concepts but what does actually does it actually mean in practice so for me the example that i want to take take us through today is an example that of input to itself um and you know how to approach how it approaches buying group marketing and still very much on this journey but you know in 2020 when covert hit um you know it was surprise shock to everyone obviously um but also what it meant from a marketing perspective that was that we had to really um go wholly digital to be able to reach our audiences so influential launched uh what's what it

calls its new reality campaign to really be able to show its uh capability to its audience um so at the top of the funnel was really about driving brand awareness and demand and um so you know the campaign consisted of you know social media or ads and in this case a facebook ad showing the new reality in context um supported by a landing page and ad messaging cool that's that you know that sort of bread and butter but what what uh the influential platform allowed our team to do was to be able to track engagement for each uh target individually which allowed our sdrs to be able to you know us to be able to pass that engagement to our sdrs and for them to be able to follow up with those contacts who are engaged from our target audience so you can see you know in this in this message here alina has reached out um and the and the um prospect has come back and said hey yeah i actually saw your your facebook ad um because i never click on

ads but it got my attention so it really starts to make your it really starts to make your marketing a little bit more tangible when you're able to uh pipe those insights between sales and marketing then continuing into the middle of the funnel um it was really around engaging our prospects and educating them to be able to provide cover for our sdrs um to be able to take advantage of the engagement so you know this was supported through the linkedin message that was sent through isdr's uh and sorry excuse me the linkedin message was censored from outreach from rsdrs and then that was supported through ads as well as related landing pages and what's really uh what i really love about this is that it starts to humanize you know who the sdr is and it's it starts to be rel provos relevant content before uh even they've even spoken um and you can see from there the result is uh a response in terms of uh in terms

of the outreach so that's middle of funnel and then the campaign sort of moved in through to the bottom of the funnel to be able to support um our account executives in in the conversations that they were having essentially to be able to conquer convince and convert um you know our key our key accounts and decision makers and what this means is engagement across across the buying group um with content that is quite personalized and customized to what the needs are of that account so in this example um the the prospect was autodesk and and they do 3d rendering and on their website they had used this t-rex to illustrate you know what a what an output was of their product and so in this example influential took that t-rex they made a little adjustment to its leg if you if you can see that um and and and said and related uh like the influence message back to uh what autodesk priorities were and then

accompanying that was um a landing page that really spoke to their key pain points um and that that really helped in terms of being able to back up some of the conversations that we're having from a bottom of the funnel perspective um to be able to help uh convert the account so you know what this approach essentially um allowed the info2 team to do was to extend our marketing efforts and connect the top of funnel down to the bonneville funnel to drive tangible and measurable results um from a campaign reach perspective you know 183 accounts were reached uh 7 000 decision makers within that and 60 of those were at a cvp or director level um and this resulted in today uh nine direct conversions um with a 581 roi with three deals closed um thus far from the campaign so

you know really what what buying group what buying group marketing means so it looks like narosha might have some technical difficulties but she is joining us momentarily there she is

oh i'm sorry i didn't i was wondering what was happening with my um with my display no worries uh why don't you go ahead and pick up where you were i am gonna go off camera thank you cynthia apologies um so where was i was in the middle of the funnel so really being able to engage and educate with content help sales with air cover to give them the best opportunity for when that uh when that account goes into pipe and into opportunity um you know there's a strong there's a strong consensus around that buying group and it in the last stage it's about again convincing conquering and converting um to be able to like

okay narosha i think she's joining us again very soon be patient with us please while narutia comes back on there we go do i keep getting just keep getting disconnected yes but you're back so um go right ahead thank you so uh what we we've established are the fundamental pillars for executing buying group marketing and you know across these three uh there's strategies so at the at the base of anything any program you have any business sort of approach is strategy um so it's sort of you know for me it's bread and butter but it's not always something that we take the time to do um but it's really what it means in this context is focusing on the unders you know focusing on understanding business needs and creating a holistic strategy for ongoing success uh the second is experience so coming back to the art and the you know

art around marketing and uh and engagement and content and the orchestration of that um you know required to be able to engage and the third is is marketing so this is kind of like my um if anyone's familiar with mean girls um this is kind of like my fetch um and so it's marketing if you haven't heard it before it means sales and marketing um not smarter marketing as as one of my ex colleagues thought it was um so but you know it is what it means it's focusing on strategically operationally and practically aligning with sales to for for success and it is essential from a buying group marketing perspective um the other thing that i wanted to touch on here is that buying group marketing it's something that is really dependent on the organization and the maturity of an organization in where they are from a journey perspective like there needs to be some maturity in terms of understanding your audience because it is very laser focused and it it is an

approach that um really will help with precision so there's that so if we go into you know some of the fundamentals so the fundamentals around strategy and you know just at the top it's around your target accounts and icp and prioritization and you know i think uh for the majority of marketers they you know we have we've already established those um i think it's about an ongoing discussion and really and relationship with sales to make sure that that what you have determined is accurate and still on point in terms of what what's happening in market and what's happening in terms of pipeline so that's one thing the other the other part of this is around understanding the architecture of your b2b buying groups so really you know who's who in the zoo who are your key stakeholders who are your influences who needs to implement who needs to approve and so on and so forth um and as a part of this it's being really clear about your personas and their needs and

what role they play in the buying group so you know understanding okay well what are their pain points and being able to respond to them from from that level um so as i continue sort of into strategy i thought i'd share this as a resource this is something that that we're looking at at influe2 and i i thought it might be interesting to share it um with with the group here so you know gartner has what it calls its enterprise technology adoption profiles um and really if you look at you know it's it's structured uh similarly to a personality profiles or uh or personality assessment rather so the mbit or mbit uh assessment and essentially what it does is it's seven questions that you answer about uh what your target accounts you know the traits of your target accounts so you can either answer it or you can get your customers to answer it and what it does is it builds up a profile around these three key areas so planning you know how adaptable are they with this here with their technology plans you know who who

has control of the technology agenda and the pace of change so you know how the account reacts to change so if you're trying to sell them a massive platform and um they need to implement it what's that chain of command going to be what's that implementation going to be like um at that organization so essentially you know we're looking at when you fill out the survey um it gives you a profile of who of of what your accounts are um and essentially it's kind of like a personality profile and then ghana has a lot of different resources to be able to help um how you approach that um so it's really looking at essentially the psychographics of what your account or what your account is and for me this is interesting because i think it takes it takes that account beyond just the thermographics of you know uh how many employees what what are they uh you know what's their revenue and so on and so forth and starts to really take it into it from a needs-based um and the question for me here

um you know to the audience is um you know has your organization considered target account psychographics in its icp i'm really curious to know if anyone else has has tried this um and the answers are yes we're practically psychic when it comes to our accounts um or no we hadn't considered account psychographics yet so i'll um i'll give it a bit of a minute for us to sort of roll through um and this is a little bit of a selfish poll for me because i'm i want to know who's doing it so um because it's something i'm considering um looking out for influence cool so i think they're still rolling through i'll give it a minute awesome so it looks like we've got about 12 percent of our audience so um that that yes they're psychic when it comes to their accounts i i love that um i'd love to love to hear more about that if we if we can in

in from a sharing perspective in the questions um but i think from the majority the majority of the audience it looks like 89 hasn't yet considered it so hopefully that's a helpful resource for you to think about um so i'm gonna keep going um so moving on to experience so you know experience is really um coming back to your content and looking at content that's related to your prospect and customer pain points and this sounds um this sounds like it's something that is uh just a no-brainer but i think you know one of the things that i've found from my own experience is you know i can get so in depth um from a marketing perspective and just in the day-to-day i think it's you know it's about stepping back and being able to connect one with your customers and to to find out like you know what their experience is is with the product what questions they have and also with your sales team around what they're hearing in market um and how that conversation

is evolving or changing so you know that's that's one thing it's also about with content um you know looking at diversity it from a creative perspective and also the channels where your prospects play so you know i think i have this bias as a b2b marketer that you know there are certain channels that are going to be better than others in terms of you know in terms of being able to reach the audience who i want to reach um you know typically i have a bias from a social media perspective around around the facebook instagram um of the world because you know for me personally i use them as as a as a personal channel but like i will say uh one of the other channels that i've recently got into is tick tock and um so yesterday as it so happens um you know i got targeted uh for an e-book about funnel metrics which is something i'm interested in at the moment and um there are really

there's typically no b i don't get bb advertising on tick tock and so because i got that ad and i i took the time to look at it and i actually downloaded so you know for me that's a lesson to myself around okay there are these other channels and though they may be nascent it's probably worth thinking about who how they're growing how their audience is growing and two you know there are a lot of channels that existing channels that are very saturated with a lot of content and a lot of information and so what these channels offer you is the ability to reach out to your audience in a channel that's not necessarily be to be saturated so i think being able to think about how you know how you're pushing through your creative is one thing um i really that's why i really resonate with tic toc it's video and usually it's very creative and i i just i'm amazed by what some people do on it and i i love that um but it's also it's not crowded with a with a with a lot of um advertising from from a lot of other

advertisers so it helps uh it helps you stand out you know and then this goes to the third point around mapping and planning for orchestration throughout the prospect journey so it's all well and good to have all of this information and be able to push out but it really does need to be orchestrated in a way so it's for example with the influential with the info 2 new reality campaign it really was about understanding whether where those prospects were where those accounts were through the journey and making sure you're serving them the right content in the context of the conversation that they're having and in the context of what their needs are um so that's you know that those are really some of the fundamentals around uh the experience pillar and what i wanted to talk about one of the examples that um you know a case study that we've done last year with um a company called profit well um and what what i really wanted to touch on with profit well was i was so impressed with with their content and what they produced and how they were how they were doing it to be able to really

connect back with their user and show the value of their of their brand so essentially as an overview um uh you know profitwell created a video series so uh there's two of them there's one called boxed out and there's one called pricing page teardown um and it's a series that analyzes you know some of the pain points or what what their existing target audience is doing and they they go through and they'll do like an audit of them um and then produce that and push that out what they then do is they take the content and they push it out into different formats and distribute it across across different channels essentially targeting that account with that with that content so it's you know you know whether it's email whether it's advertising and so in this third example you can see where it's relevant they've personalized it um to be able to connect back with the with buying group members of within that target account and i will say you know this personalization

doesn't always have to be saying someone's name or um or showing their logo it needs to be thought about in terms of the context of what what their needs are and what you're trying to communicate to them but in for profit well in this example that's that's that was what helped um you know and some of the the outcome from this you know they had uh this you know one of their sales team was trying to reach out to a gm of a particular brand and when when they had done the the outreach in uh in outreach um you know the the prospect had come back and said yes um i just saw your personalized ad and it was on it was through instagram so you know that starts to help tie in and that understanding around okay how important is the orchestration of timing and the relevance of content between sales and marketing because if you if you time it really well these are the these this is the sort of result you can see and for profit well you know for this this program that they're running

um if they had a 23 increase in their their banner ctrs uh they had a 40 increase in the buying group engagement across their target you know the target accounts that they were they were running through this campaign um and 67 percent of that audience of target accounts converted um which drove up their enterprise deals one so 111 uh percent uh from from what the baseline was but i think you know the mastercard priceless moment is this call out from um you know from jay kapoor who you know he sort of says he calls out profit well in terms of their content and what and and this particular program um and the quote here is and excuse me because my eyesight is really not great um i always think if this is the depth of insight that they put out for free imagine the wealth of info a customer gets when they actually paid so like that being able to have that acknowledgement um and be able to create

content that you can push out and and starts to address buying pain points but show the value of your of your product really helps connect connect the dots on that from that perspective um so that that was the the profitwell example um so moving into our final pillar of around around marketing um you know this is i think something that in b2b marketing is always it's something we always talk about sales and marketing alignment but really you know what does that mean because for buying group for a buying group marketing approach it is essential you know you can't really do buying group marketing without having alignment with sales so really it's around the agreement around the prospect journey stages particularly as you can you know from the previous example understanding where the prospect is what they're doing and being able to coordinate what that journey is and those don't always remain static they're not the same across the board so

depending on your you know what your program is who your audience is um you know that's something probably to look at every every so often to make sure that uh that you're you're hitting the mark um the other thing that uh that i think for me is very interested in interesting is uh shared metrics and accountability between sales and marketing so you know we have these slas but there's you know i think there's an opportunity to be able to look at okay well how what metrics should we share um and be accountable for collectively and then what what is marketable marketing responsible for to drive to that what is sales responsible for to drive to that so that's something that i think there's an opportunity and a lot of you know uh you know i've started to see this movement within the within the industry happen but i think that's going to become more and more commonplace the other thing is understanding and mapping how teams will work across an account so typically account planning or account mapping happens from a sales

perspective and it depends on who your audience is if it's if it's more enterprise then hopefully marketing is involved in that as well but really for buying group marketing it's being a part of that account planning really understanding how you're working together and how you're how you're being coordinated to make sure that you're you're helping right through to the bottom of the funnel um and so what i would like to do is launch my this is my last poll i promised you um so what i want to know is from the audience who is actually unifying their sales and marketing funnels and metrics so you know the answers are yes we're fully marketing integrated uh the second one is we're actively building towards this approach or no sales and marketing metrics remain separate so i'll um i'll give it a minute for uh everyone to respond i'm gonna have a sip of water

cool so i think we've got a bit of a split a bit of a split group it's kind of it's nice to see that um i think the majority are working well there seems to be just a slight slight majority are working you know are fully marketing integrated and uh are actively working towards it um so that's that's great to see that that that that that's something that's coming through and i think you know from a b2b marketing perspective it's super important so i'll keep keep rolling um and that makes apologies for this slide i'm not sure what what's happened in the upload but they're in the i will mention in the handouts we have um the pdf of the presentation so if you want to go back and have a look um please please do so um so you know i think we all realize from the poll results uh with a lot of businesses moving to towards this unification between metrics and and

in the funnel you know the the business benefits of this are really just making the um the the results more trackable predictable and be able to report cleanly um which means that you know if you have that click that cleared up then you can really focus on the activity that you need to deliver and being able to coordinate through it it also starts to become a lot more granular which really starts to help with uh channel attribution so there's no like um the leads aren't working or you're not following up on the leads or whatever it is it's it start you start should be able to start to see okay well what is driving what is driving results and what isn't and where do we where do we where do we have the opportunity to improve finally it's it's about that increased accountability um between between sales and marketing and having that understanding and you know from a experience uh perspective you know the

benefits are just helping to prioritize and uh and accelerate efforts around around who's hot and you know who's in in market um being able to focus on the buying group and and really understand their sentiment and and capture their their intent and work with that collectively throughout the funnel as well as creating for marketing creating the messaging that matches the role of the buyers and are relevant to their to their sales stage so you know that's why it is really important from a buying group marketing that there is unification um and one of the things i wanted to share was um this is something that influential had had um we'd launched last year which was a buying group engagement score um and it's a score that's relative to the performance of the campaigns in the influ 2 platform and really what the score looks at is across aggregated across a campaign and across an account the in you know the

individual engagement what that equates to in terms of probability to convert um against against baselines so um you know if you look at the score the range is between 0 and 80 where anything at 10 plus is considered engaged across a campaign and sort of ready to hand to sales and i will say with that that is it you know depending on your organization depending on your product um and depending on your sales motion as well uh and marketing activities it probably you probably need to um calibrate that for against those against those factors but essentially you know if you look at uh engagement being at that 10 plus level then you know that that indicates when an account is you know at a problem you know at a probability where you can hand it across to sales and then work through the funnel um to be able to to close and uh you know if from the campaigns if you are running uh full funnel campaigns then you're able

to sort of track that engagement through the funnel to see how that engagement works and so that's just one metric you know that can be can be looked up and thought of um to be a unifier between sales and marketing in terms of the efforts and and output from that it's also something to sort of think about uh in terms of where does it sit within your lead scoring is that something that can enhance enhance your your lead scoring and be being able to push through to sales um so you know these are it's all well and good to want to merge all of this together but i think sometimes there are sort of the some of the things that you don't necessarily think of from a theory perspective and these are just some considerations for when you're merging metrics um you know and the first one is rome wasn't built in a day and nor is a robust marketing program um you know i think i was on a a webinar recently with um malachi three three girls so he's uh an

analyst from uh forrester and you know heading the abm practice there so um you know and he was mentioning that a lot of uh organizations do pilots and you know the tenure of a cmo is is two years and sometimes their sales cycle is longer than that and so there's there needs to essentially be some understanding around what you know what you're working towards and education around what realistically we you can look for in terms of time frames for delivery of those results and being able to have that because if you don't allow if you don't allow a program the time to develop um and at the time to sort of test it and learn from it and be able to implement the insights then you know and you're moving on to the next thing it's probably probably not going to be the most effective um and then the second one is mql is not short for magically qualified lead um so you know mqls are a signal of engagement there's a lot of focus on them there's

also a lot of focus around uh whether they're dying or you know whether they should be the focus or for leads um again you know from referring to that conversation with malachi it he really talked about um you know using them as an ingot as a signal together with other together with other um data points to be able to understand what where the nql sits from a context perspective so if you combine you know that mql engagement together with your clothes lost your first party data um and intent data then that starts to give you a bit a bit more of a clearer picture and i think that's something that um that really needs to to be looked at the other thing that i think is good to consider from a mql perspective is um you know as and as we as we're talking about with buying group marketing it's not just one person that is going to drive that uh is going

to drive that whole sales conversation um so it's thinking about okay well you know is is one person who is you know at 100 of your score versus four people at like 30 you know what what is the strongest signal there and i think some some of that needs to be calculated into into the consideration for an mql um the third point is around target account target accounts aren't always a market it's just that's just the nature of that's the nature of um of how how businesses work you know if you look at say for example uh marketing automation platforms you know if you have a subscription and you sign up for a new subscription uh for a year or whatever it is it's going to take you at least a good quarter to be able to implement it and then to be able to set up your programs and see results so you know this i think everyone's the way that uh i don't say everyone but the way the majority of um you know businesses operate is they

think everyone is in wants to hear about their about their product right now um and that's just not necessarily true so i think you know being able to normalize your audience and understand okay who actually is in market and who should you focus on to be able to you know to to uh invest in them and keep you know keep everyone else sort of sort of warm from a brand perspective great but that will help with your budget efficiency and deal velocity and i think that's something that um you know is is becoming more and more commonplace um with you know the advent of intent data and uh and those and predictive insights from that perspective so those are some considerations um and so sorry i'm trying to advance this slide and so finally um you know where i want to leave you is with influence is really invested in in buying group marketing and being able to help its customers really focus on that and uh

this is just a preview of one of our products that we've got coming out later in the year that really helps to look at bringing together um sales and marketing through metrics so and from from a campaign perspective of digital advertising so you know really what what it looks at is starting to bring in um the opportunity focus metrics and how they relate to their cat to the campaigns being able to monitor the buying groups and their progression through the funnel so having a map of that and then also tracking the engagement with them and where how your sales and marketing alignment um you know is the health of that where there are like with different accounts if there are gaps or if there's an opportunity to for one or the other to be able to improve um the other part of this is being able to really look at the each of the individual campaigns from based on their persona or or essentially their cohort so looking at each of those individuals you know in in that buying group and being able to have campaigns that are driven specifically to them so that you

collectively have you know them moving through that that the funnel um together and having their needs met um so that's a little bit of a preview and again i apologize for the rendering of this but feel free to to go into the handout section and and download the pdf um and really that's that's all i have today so um thank you for thank you for answering my polls and thank you for attending cynthia i'll i'll hand it back to you excellent thanks so much narosha we're not quite done yet we've got some questions so uh let's get started our first question is from marie how does my sales team stay informed through in flute2 during the customer journey sorry could you say that again to me no problem how does my sales team um stay informed through in flute2 during the customer journey sure so you know with the influence insights that come back out they can be connected through to your crm to have

notifications or they can be pushed through into your lead scoring to be able to be taken into account from that perspective so um that's that's something that i think is um you know you definitely need to be able to make those connections usually into the crm and having those notifications or from the cr you know from influ2 into the crm through to your say sales engagement platform like outreach or sales loft or something like that um and being able to to kick off your your automated workflows from there okay great thank you our next question is from uh mc i think it's michael but um or michelle v um if i'm not mistaken the funnels you showed started with accounts your customers right how about running um buyer group marketing for unknown prospects yeah so um you know if i i'll i'll comment on this from a from a uh influential perspective so if you're if you have your strategy in

place and you know you know who your icp is who your personas are um and who you want to target then yes you can start you know you can use our tool to be able to find you know similar accounts and be able to run campaigns uh against them to be able to and look at the engagement from that perspective and that's that's uh that's a way to be able to uh look at the white space around you know outside of your target accounts hopefully that that answers your question perfect our next question is from frank um how do i get started on aligning sales and marketing metrics uh good question um for me i i'm trying to do this right now so for me i'm i'm really going through and looking at what are my top level metrics across across the marketing team that i want that i want to care about and then what yeah you know what i look at from a you know down the department

uh down the department uh perspective um so um you know i would start with a conversation with establishing that having a conversation with sales looking at what they're at what they're prioritizing and what they're doing and from their co-building out the metrics in terms of the you know some of the metrics that that um that you know that you're looking at for me i'm starting to look beyond you know just the leads that we're producing i am looking at like what's that what what and having targets around sales accepted leads and sqls and so on and so forth but it's still a little bit of a journey but you know that's that i'm curious to to know if anyone else um within the audience has has uh how they've they've approached it because we did have a couple within the poll who um who were actually had already unified um and and and had achieved that yes if you do have a response for neurosurgery you can type that right in

the q a for her i think we have one more question narosha and it's from eric how does influential help find buying groups to target um so again this kind of relates back to the to the earlier question um around um you know being able you really need to be able to have your strategy in place understand who you want to target understand you know who's within that buying group and then be able to you can utilize the influential platform to be able to really target them and start to look at that engagement across that across that account and so that starts to really be able to help you target from that that perspective and then you you you're able to look at that engagement and and pass that through to your sales team all right great well narosha those are all the questions we have right now and i believe we're at the end of our presentation so

i want to thank you very much uh for this insightful presentation and if we didn't get to any of your comments we will be sure to pass it along to narosha on behalf of martech i want to thank everyone in our audience for attending this webinar we hope you join us again soon thank you you