Webinar • Oct 19, 2023

The Ad-Vantage of Top-Performing Enterprise AEs

We'll talk about

The challenges all account executives are forced to overcome on their own to meet the quota.
How AEs can dominate the conversations they are NOT in.
How marketing can pick up the slack and support the sales cycle.

Speakers

Anastasia Gaidai

Senior Account Executive at Influ2

Key Points

[00:00]	Intro: about Anastasia and her professional path
[01:08]	Why account executives are the loneliest people in B2B
[02:36]	On the challenges all account executives face on their own when trying to meet the quota - and the reasons this is happening
[06:53]	On lengthy sales cycles and how to influence prospects’ independent research
[08:32]	Why marketing should support sales initiatives and how they can do it
[09:28]	Why is it usually hard for marketing to support the sales cycle?
[10:26]	The intro into the real-life marketing-sales support playbook from Influ2 and the basics of person-based advertising
[13:22]	Campaign example to boost show up rate from the Influ2 team
[15:27]	Campaign example to highlight your main value proposition from the Influ2 team
[16:33]	On contact-level intent and the importance of multithreading
[20:02]	How person-based advertising integrates into sales workflows and tech stack

Transcript

Hi, everyone. See many familiar faces at this point. We've been together for almost a day. To all of those who haven't had a chance to meet yet, I'm Anastasia. Thank you for joining me on this session about tough life of being an account executive.

The good news is we're not going to talk today about the challenges but also solutions to those challenges. Now here's a brief slide about me and my success as an account executive in the past seven years in B2B tax sales. But you know it hasn't always been like that. I actually worked from very fast sales selling cocktails as a bartender at a bar about 20 years ago to then selling duty free watches and perfumes, being a flight attendant to selling exclusive furniture and everything in between. And then seven years ago I ended up in B2B in IT.

Key takeaways

The further account executives progress in complex sales cycles, the lonelier they often feel lacking support from other functions.

The buying process has become more complex due to the involvement of buying committees, which has led to longer sales cycles. The number of decision-makers involved in enterprise deals increased from 6 to 23 within just two years.

Effective support from the marketing function, through strategies like person-based advertising, can significantly impact pipeline progression and help account executives close deals with large buying committees.

Person-based advertising enables personalized engagement, targeted content delivery, and real-time insights into prospect engagement. This leads to more effective multithreading and relationship-building within buying committees.

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