Keep sales and marketing in sync with field marketing programs driven by pivotal account intelligence.
Field Marketing Strategy
Design a field marketing strategy custom-fit for your target segments and accounts. Stir up prospect interest with a program based on a sophisticated understanding of their market, ecosystem, and business. How you approach your prospects and establish your value proposition can give you a competitive edge.
Listen to a snippet from a panel discussion among Emissary Advisor’s Cheryl Porro, former SVP of Technology at Salesforce; Jim DuBois, former CIO of Microsoft; and Geno White, former Senior Director of Technology at Expedia.
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Customize Corporate Marketing Campaigns for Focused Impact
Whether you’re targeting a new market niche or a new business unit, you’ll need reliable intelligence to arm corporate campaigns with the right messages. Emissary Advisors have experience in your target industry and accounts. They can enhance the knowledge base of the field marketing team, steering your campaigns toward the most powerful messaging and strategies. And with their experience as buyers in the prospect account, Advisors will help you turn hard-won audience data into actionable insights, so you can strategize for long-term success.
Develop Case Studies That Move Deals Forward
Case studies make an impact when they describe client successes relevant to your target industry and accounts. Do your prospects care about other companies in the same industry? Do they want to know what the 800-lb gorillas are doing, or are they interested in disruptive start-ups? As former executives in your key accounts, Emissary Advisors know the answers to these questions. They’ll help you select examples that whet prospects’ appetite to learn more. Advisors will help you highlight the challenges, features, and results that buying committees are hoping to replicate. So when you present a case study, you’re building credibility and moving toward deeper engagement.
Sharpen Your Competitive Edge With the Right Channel Partners
The effort required to run a successful channel partner marketing program pays off when both partners bring value to each other and to prospects. It’s essential you select a marketing partner that performs well with your target accounts, has credibility in the industry, and can effectively introduce your solution to the right people. Emissary Advisors have conducted many IT purchases in your target accounts. They help you understand your prospect’s perspective, and with that insight, you can develop a joint marketing program that drives sales. As you build your partnership program, Advisors will also serve as test audiences to help you refine presentations, content, and ad copy from an insider’s point of view, so you’ll reach the right buyers with the right messages.
Learn More about How Emissary Accelerates Marketing Teams:
Field Sales Support
Throughout the sales process, focus marketing and sales teams on the essential points that will move a deal forward. Let the voice of the buyer guide interactions at each stage for faster closes and higher success rates.
Develop Leads into Opportunities With Insider Insight
Focus marketing effectively with accurate buyer personas and get the details right with input from an actual buyer. Emissary Advisors have made purchasing decisions in your target accounts and understand the motivations and concerns of each buyer role in the account or industry. Use Advisors’ input to develop new personas for the market or refine existing ones. Advisors can also point out buyer types you may have overlooked. With realistic persona descriptions, your marketing strategy is headed in the right direction.
Define Pain Points on a Personal Level
When you’re ready to transform promising target accounts into opportunities, having insight from former account executives will help you gain the leverage to move forward. With years of executive experience at your prospect companies, Emissary Advisors help you identify the most promising openings for your solution and bolster your account research with insider knowledge. Then you can draw on Advisor experience to craft a sales and marketing strategy for each account. Work with Advisors to test-drive presentations, case studies, and demos and customize them to resonate with buyers. With Advisor input, you’ll have the competitive advantage to turn more leads into sales.
Tune Up Product Demos to the Perfect Pitch
Demos demand a lot of resources and commitment from sales and marketing. To ensure that commitment moves your deal to closing, consult with an Emissary Advisor. Advisors have sat through countless demos at your target accounts and know which mistakes sales teams most often make. For example, how can you customize the presentation for the prospect’s tech stack? What data or capabilities can you include that will hit home with buyers? Is your account most interested in hearing from developers and data scientists or product engineers? Test run your demo with an Advisor to refine it for each prospect. Customizing the presentation based on what buyers prefer will position your solution as the easy choice.
Craft Proposals That Capture Audience Attention
Proposals need to draw prospects toward your solution. That means you need to configure the solution or a range of solutions to meet their needs while establishing your offering as the easy choice. Emissary Advisors have escorted a number of technical deals through your accounts’ buying process from the inside. They know what buyers are looking for in a proposal and will help you refine your solution and present the best set of options to attract buyers. Advisors also help you anticipate objections, select the best case studies or references, and build a compelling business case. With advice from an insider, you’ll produce a proposal that turns heads and positions your solution in the best light.
Events
Elevate marketing events from a social gathering to a turbo-charged sales engine. Recruit insider experts as speakers and keynotes that will strengthen credibility and drive engagement.
Plan Events Around Speakers That Make an Impact
You can only support a limited number of networking events, presentations, and conference panels each year. And the pressure’s on to schedule activities that attract and engage prospects. Bring Emissary Advisors on board as speakers and panel participants. They spent years as executives at your target accounts, so they bring the street cred that gets prospects in the door. Whether you’re offering presentations in cyberspace or the physical world, Emissary Advisors craft content that speaks the language and addresses the issues important to target accounts. With Advisors on the agenda, your events are not only a good time, they’re a good use of time for you and your prospects.
Leverage the Right SMEs to Build Credibility
Subject matter experts (SMEs) attract buyers to your events and bolster your brand recognition. But you have to select people as speakers that will interest and influence attendees from your accounts. Emissary Advisors know your target companies better than most because they spent years as executives there. As speakers and panel participants, Advisors bring the thought leadership and credibility buyers are looking for. And because Advisors have established relationships with your prospects, their presentations serve as powerful social proof for your solution. Attendees associate Advisor’s status and knowledge with your brand, boosting your position and helping you cultivate deeper relationships within your accounts.
Ready to Leverage the Emissary Human Intelligence Network?
Get more information on working with Emissary Advisors.
Tony Jaros
Chief Executive Officer
A product-focused, customer obsessed leader with a long track record of bringing new ideas to complex markets while building high performing and collaborative teams, Tony most recently served as CEO at Legacy Data Access, a healthcare software company. Other notable roles include CEO of CultureIQ, an employee engagement company sold to Perceptyx in 2021, and President and Chief Product Officer of SiriusDecisions, which he joined as a startup almost 20 years ago and helped build the organization into the worldwide leader in B2B sales, marketing and product management research, benchmarking and advisory services. Early in his career, Tony held product and consulting roles at Peppers & Rogers Group and Simba Information. He holds an MBA from New York University and a BSJ in Journalism from Northwestern University.
Erin Provey
VP Products
Erin has 20 years of experience in B2B product and service innovation and leadership roles, with a consistent focus on growth through customer-centricity. Most notably, Erin spent nearly a decade at SiriusDecisions (now part of Forrester Research) in a range of research and advisory product leadership roles, responsible for the entire innovation lifecycle: discovery, design, development, sales enablement, launch, implementation, and research/voice-of-the-customer-based iteration and enhancement. As part of this work, she was one of the most prolific commercially-viable content creators and public speakers, authoring and presenting hundreds of commercially-viable research briefs, models, frameworks, templates, tools, and one patented methodology – building world-class delivery teams and working closely with hundreds of the world’s leading B2B marketing leaders to operationalize these best practices in pursuit of revenue objectives.
Adam Rice
VP Engineering
Dynamic, results-driven agile technology leader with over 12 years of leadership experience and 10 years of hands-on software development experience. Adam has significant expertise in designing, building, and running highly available software as a service. He loves being part of a team where he can be instrumental in building and running a world-class team of software practitioners based on shared cultural values including collective ownership, pragmatic mastery, and continuous improvement.
Diana Kudajarova
VP of Operations
Diana has extensive experience in senior operational roles at technology startups. Before becoming VP of Operations, she was Emissary’s Chief of Staff and Head of Revenue Operations. Prior to joining Emissary, she was Director of Sales Operations for Burning Glass (a Boston-based job market analytics company). Diana has a PhD in History from Harvard University and was, in another life, a consultant for Monitor Consulting and professor of management at Moscow School of Management. Diana was also a co-founder and operator of four critically acclaimed restaurants in Cambridge and Somerville, Massachusetts,
Morgan Costello
Director, Advisor Operations
Morgan oversees advisor operations at Emissary. Prior to joining Emissary, Morgan spent the last 9 years building and optimizing high performing operations teams from the ground up. Morgan previously ran operations at the home services network, Handy, scaling the professional platform by over 10x before being acquired by ANGI Homeservices. Having worked in professional services and consumer services, Morgan is an expert in how to scale and grow operations.
Seleste Lunsford
Chief Research and Strategy Officer
Seleste has been a leader and consultant in the sales effectiveness space for over 20 years, running professional services, product and marketing organizations. She is a regular contributor to industry publications, a conference speaker and has written two books and countless papers on B2B revenue strategies.
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