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How Digital Marketers Can Support Their Sales Teams - With Pam Didner

Jul 13, 2021

Tom Bailey, founder of Succeed Through Speaking, interviews Pam Didner.

Pam Didner is a marketing consultant, writer, speaker and author of 3 books: Global Content Marketing, Effective Sales Enablement, and the Modern AI Marketer. She has given future trends, content marketing and sales enablement presentations and workshops in the US, Europe, South America and Asia. Her forte is to create successful global marketing plans that meet local marketing and sales team’s needs. She is strategic in nature and tactical in execution. She also specializes in sales, marketing and internal/external communications consulting, keynote presentations, corporate training and planning sessions. She shares marketing thoughts at and contributes articles to the Guardian, the Huffington Post, Content Marketing Institute, and other publications.

Why you've got to check out Pam's episode:

- Learn how Pam helps B2B marketers in tech and manufacturing sectors and get to know her background in the corporate world.

- Understand some of the key challenges that these corporates face, including the complexity between the marketing and sales teams.

- How complexity comes from two key places. These are product complexity and digital complexity which can both create challenges for marketers and sales teams.

- Learn the importance of automation, standardisation and creating seamless processes for your consumers.

- Get free access to Pam's sales enablement guide using the below link.

Resources / Links



Tom Bailey: Hello and welcome to Succeed Through Speaking the place for experts and entrepreneurs who want high value ideas to boost business results.

Hello. I'm Tom Bailey. And in today's episode, I'll be getting to know Pam Didner, who is a marketing consultant, a writer, a speaker, and the author of the following three books, the global content marketing, effective sales enablement, and the modern A.I. marketer. So, Pam, hello and a very warm welcome to today's episode.

Pam Didner: Thank you so much for having me. It's wonderful to be on your podcast. Yey!

Tom Bailey:  I really, really appreciate you being here and of interest, whereabouts are you in the world right now?

Pam Didner: I'm based in Portland, Oregon, and it was super hot last weekend. And we hit like a one hundred and twelve, one hundred thirteen degree. And that was unheard of, at least in the Pacific Northwest of the U.S. it tends to be pretty cool. So, everybody was like traumatized, but now the weather is back to normal. Thank God.

Tom Bailey: Fantastic. Thank you so much. I just wanna share a little bit more about you before we do get started. So, Pam has given future trends, content marketing, and sales enablement presentations in the U.S. Europe, South America and in Asia, she also specialize in sales, marketing, communications consulting, and keynote presentations, as well as corporate training and planning. The title for today's episode is How Digital Marketers Can Support Their Sales Teams. And Pam going to show us how to do that in just under seven minutes. No pressure at all. Question one is who are your ideal clients?

Pam Didner: My ideal clients are B2B marketers and a price. And I'm very specific giving that. My background was in the corporate world, especially in the tech segment, I would get Intel for about 20 years. And that, that is the world I'm very familiar with. And I feel I can provide value to marketers in that similar environment. So, my ideal customer profile tend to be at a B2B marketers in a tech segment in manufacturing segment, and the purchasing cycle tend to be whole lot lone. They sell him very sophisticated product and I usually support the B2B marketer.

Tom Bailey: Excellent. That's very succinct and precise. Thank you so much. And what is typically the biggest challenge that they face?

Pam Didner: I think there are several challenges because is in the big enterprise and the marketers will need to work with multiple different marketing disciplines and the different business units and also the sales team. Right. And that makes the job a whole lot more complicated depending on the job scope. And I think the three, if you will, that the biggest challenge is. Well, what can they do to actually support multiple products and also multiple marketing disciplines and at the same time, make things easy for your internal stakeholders and also for the external customers.

And another thing is many of them have to somehow directly and indirectly supporting sales. What can they do to do that in addition to be a marketer because supporting sales as a marketing team, as a marketer doing marketing outreach are kind of two different mentalities.

Tom Bailey:  Yeah. So, let's think of this is real complexity is what we're getting at here. So, what, what impact does this complexity have on the business or the people working in that room?

Pam Didner: Well, the complexity will come from probably, I would say twofold. I'm going to make it kind of simple. Number one is the, as a product complexity, right? And the, in a B2B world, it doesn't matter what kind of product you are selling. That's that say that you aren't counted pillar and USL lean tractor, the tractor. It can be a multimillion dollars, just one tractor for commercial construction, for example. And there's a lot of wheels and vessels bells and whistles that built into it. That cannot talk. And then so the marketers and the salespeople needs to be educated. Right. In terms of the product, they all go into sale, they all go into promote. So, there's a product complexity. Another thing is a digital complexity. You know how it is Tom, if you want to do digital marketing, well, there's a lot of intricacies that you need to think through in terms of processes and the workflow that needs to be in.

And I'm going to expand that a little bit and give audience one specific example. So that's going to go beyond one minute, right? So Tom, you have a podcast and I'm actually really impressed in terms of that you automated the whole process, right? Like the minute that I, somebody sent me an email and say, are you interested in to talk to Tom Bailey? Okay. TBut you have a calendar link right in the email that I can actually schedule. And then you have email follow-up and that you standardize that process seamlessly. Yeah. So, but that there's a layer of complexity before you can do that to make it easy for me. You have to think through all that process touchpoint, right? Yeah. Imagine that at the enterprise level. So two layers of complexity. One is a product complexity of plexity the yellow lines process to digital marketing.

Tom Bailey: Really appreciate that. And I guess when somebody wants help in this space or they want to try and solve this complexity and where could you direct them online? If you've got somewhere on your website or some resources, you can help people.

Pam Didner:  Yeah. There are a couple of ways of, first of all, if, if you have a specific question that or scenario that you encounter right now, and it's kind of complex and you cannot get your head around it, well, reach out to me. Hello . And we can have a chat and more than happy to actually just share with you in terms of why you need to do. There's no charge and always a complimentary. And the other thing is go to my website and there is one specific tab, pull knowledge. If you click on knowledge, you can see the comprehensive blog post I have written in the past 10 years. Okay. And you can kind of skim through pretty much the title and determining which one can help you. And I also have a YouTube channel, so check it out.

Tom Bailey:  So, I'll drop the links to all of those resources within the show notes. So, people can click on them and they can dive right in.

Pam Didner: That will be greatly appreciated, of course not a problem at all.

Tom Bailey: So, the next question from me today is what is one of your greatest either mistakes or failures that you've made either in life or business? And what did you learn from it?

Pam Didner: I was a corporate marketer for 20 years, so I get my weekly paycheck and they pay me very well. And so that was in a very safe environment. And seven years ago, I decided to leave the corporate world and then to be independent consultant, which is working for myself. And I feel at that time, I was like jumping off the cliff without a parachute seriously. I mean, for a lot of small business owners out there that, you know, I completely understand how you feel to sometimes you will get them in the morning. Like you were like, okay, when is, what is my pipeline? Well, next quarter. And that was how I feel for a long period of time. And I always feel that, you know, I cannot make it.

I cannot make it. I cannot make it. And I have to tell you that if you ever want to kind of stand on your own feet think it through very hard and take your financing into account. And then and the kind of started looking into different opportunities while you are working in a couple of worlds. And I wouldn't say that's a mistake. That's how I did when I started. And I think the biggest mistake is sometimes I assume that that people know my skillset and what I can offer. But that's not true. You literally have to educate your audience and you'll have to constantly sell yourself.

Tom Bailey: Yeah. Understood. Provide some real clarity there. So, thank you so much again, that's all we've got time for today. I really appreciate you coming along to this episode and sharing such great value with us.

Pam Didner: Oh, that's my pleasure. And thank you so much for having me.