What worked 18 months ago in the GTM org, doesn’t work any longer.
Christina Scarmeas joined the How We Got There podcast for a fun and impactful discussion about Marketing in the Salesforce ecosystem. Christina is the CMO of Mogli for the last 4+ years after 4+ years as a marketing leader at Fonteva, another Salesforce partner.
As a leading provider of texting on the Salesforce platform, Mogli thinks a lot about the buyer’s journey. Christina has worked with the team to suspend their long held beliefs on how to effectively market in the Salesforce ecosystem, on things as foundational as gating content to drive MQLs and moving more toward focusing on the buying group’s behavior. We talk about how she navigated organizational buy-in as the focus shifted away from vanity metrics to actual pipeline creation/closing, redesigning their playbook.
Christina shares how organic and paid search has ebbed and flowed as they have refined their team, skills, and methodologies. As an example, they tried paid search again in the last 12 months….and it’s working well so they are leaning into it. On the flip side, the AppExchange Marketing Program used to work really well but they have greatly reduced their budget on it since results had softened. We touch on the role of LLMs, reddit (shoutout to the fickle world that is r/salesforce), and the AgentExchange/AppExchange in being present where the buying committee is.
Inbound leads continue to be the strongest source, but we all know those leads are influenced by everything from events to partnerships to content to industry verticals and beyond. Mogli sees inbound conversion from initial conversation with the BDR team to opportunity at a rate of 80% and almost half of the initial conversations eventually move to a close won deal. Incredible conversion rates.
Before wrapping up, we touch on ICP & Partnerships. If you are responsible for the top of the funnel, this episode is for you.
This episode is brought to you by ISV Accelerators. ISV Accelerators is your inside guide to co-selling with Salesforce: activating the right reps, accelerating real pipeline, uncovering new revenue, and closing more deals together. Senior alliances leadership without the cost of a full-time hire, and speed to answers on whether that hire is even worth making. See what your Salesforce partnership could really do.
#salesforce
#isv
#gtm
#salesforcepartners
#appexchange
