Episode Summary
When Trinity Nguyen joined lead generation solution UserGems as its Director of Marketing she made a bold move: She got management to move revenue contribution tracking to the marketing team.
“Revenue is the only number that matters to us in marketing,” she says.
In this episode of Tech Qualified, Trinity discusses why marketing should have a front-row seat to the sales lifecycle. At UserGems, marketing takes an active role in listening to sales calls in the pipeline review, and both departments agree on leads before outreach.
They don’t partition the pipeline like MQL and SQL, she says, “We look at the pipeline together. We review our pipeline pretty intensely every single week. It’s all hands on deck.” She notes this collaboration is possible because UserGems is a small company, but they want to maintain that teamwork even as they grow.
She discusses why they’re more focused on LinkedIn than other social channels, and shares how she’s thinking about expanding content operations in the future (hint: They don’t want to create stuff that won’t actually be consumed).
Guest Profiles
- Name: Trinity Nguyen
- What she does: She’s Director of Marketing for UserGems. Trinity's background in finance and risk gives her the skills to align UserGems's marketing and sales teams.
- Company: UserGems
- Noteworthy: Trinity always wanted to be in marketing, but she has a varied professional background that includes working for Intel in Vietnam and Bain & Company in Singapore.
Key Insights
- When a new employee joins the team, Trinity thinks it is beneficial for them to go through the sales life cycle during their first month of onboarding. This helps them understand what it's like being the rep and creates more empathy with the customers. This comes from Trinity’s own experience: “I feel like I learned a ton from trying to be a sales rep myself.”
- To cut through the noise in the MarTech space, Trinity has taken an Account-Based Marketing approach. They “hyper-personalize” ads that are hyper-targeted to their chosen accounts. When Trinity selects the accounts, the sales team is already aware and within about four or five days of the advertising getting turned on, sales will start outreach to those prospects.
- From previous interviews with customers, Trinity found that they want to do discovery and demo during the same session. Not only does this save customers' time, but it also moves the sales cycle along.
Episode Highlights
- Drink your own champagne
- Use LinkedIn to stay engaged
- When there isn't a clear search term from your content
- Stay strategic with content
