Leveraging CRM Data and Marketing Insights for Sales Success

In this episode, Geena Greguric, an independent marketing consultant, shares her experience marketing a B2B SaaS safety software company in the trucking industry. Geena discusses the challenges she faced and the strategies she employed to successfully market the product. She emphasizes the importance of leveraging CRM data and marketing insights to improve sales outcomes and foster a strong relationship between sales and marketing teams.
Geena Greguric is an experienced marketing leader who has led growth initiatives for tech companies like Idelic. She started her career in healthcare PR before pivoting into marketing roles at Information Age Technologies and eventually, Idelic, where she rose to Director of Marketing. She is now an independent marketing consultant helping brands develop winning strategies. Here are a few of the topics we’ll discuss on this episode of Hard to Market: The trucking industry, despite being perceived as antiquated, is highly interested in safety technology. Differentiating the product from other tech companies in the crowded safety space was a major challenge. Creating brand awareness and educating the industry about the product and category were key objectives. The target market consisted of leaders in risk, safety, and operations in trucking companies of various sizes. Implement CRM systems like Salesforce and HubSpot to track key page visits and automate email marketing. Encourage a paradigm shift where all leads are seen as a joint effort between marketing and sales. Leverage data to make informed decisions about future marketing strategies and campaigns.
Resources: Geena Greguric Podcast Chef
Connect with Geena Greguric:LinkedIn
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Quotables: 14:28 -“And something I've always said to the team when I manage them, and I still kind of push that message today to marketers that I talk to, is that you never want to look at your pipeline or in, or your, you know, leads as marketing or sales. You don't want to say this is inbound versus outbound. Really, how I like to look at it is 100% of the pie is marketing. It just is, even if they aren't inbound, they were influenced by marketing in some way, shape, or form. And at the same time, 100% of that pie is sales.” 07:24 - “So a part of our strategy was also to essentially take our founder and make him an influencer in the space. And so, yeah, a big part of that was building relationships with the different associations to, you know, get him on stage, on webinars, on, you know, on all these different platforms. My goal early on was to say, anywhere someone looked for information, how do we get our logo there? How do we get our input? And, it absolutely is important to eventually pepper in product marketing into that. But again, that, that top of funnel, it was really important to make sure that we were educating the industry on safety and putting ourselves in a place where, where we became a trusted source of knowledge when people had questions, we wanted them to think, oh, Idelic, and come to our website.” 19:06 - “Being from a startup, I have to say you have to collect the data. It's so important to make sure you're understanding where these leads are coming from. You're understanding the success of your campaigns. But as I mentioned earlier, you have to trust your gut. Sometimes there's going to be those campaigns that don't have the numbers behind them. There's going to be those things you do that, y