Sercante and Qualified both went big at Dreamforce 2023. And then they made it even more interesting by teaming up. Qualified joined Sercante at the Home for Marketers at Dreamforce, and Sercante joined Qualified for the Pipeline Summit at Dreamforce.
The result was a whole lot of sales + marketer happy vibes along with a live recording of Sercante Founder & CEO Andrea Tarell on the Qualified Pipeline Visionaries podcast.
Here’s a quick preview of the podcast recording along with all the info you need to listen for yourself. Or you can click here to watch the full podcast or listen using your favorite streaming service.
Tasty morsels Andrea Tarrell shared with Qualified at Dreamforce 2023
Andrea Tarrell met with Ian Faison at the San Francisco Museum of Modern Art at the Qualified B2B Marketer’s Lounge on September 13, 2023. Here are the big things the pair talked about during the podcast session.
Key trend in automation: Conquering personalization and finding the right use cases for AI
When asked the question “What do you feel is next for marketing automation? What are the trends you see coming?” Andrea said:
“I still think personalization is a frontier that we haven’t quite conquered yet. You see some of the use cases on stage at Dreamforce about some of the ways big brands are using personalization, and I look at much of the market who’s still struggling to even do first name, company name, much less more sophisticated use cases than that.
But I think things like serving up the next best piece of content, the next big action for somebody to take, related products, I think there’s a lot of potential there that continues to be untapped. And I think this is also kinda going back to the AI piece that we were talking about. This is gonna be a big separation of humans from the robots.
I’ve been on the receiving end of a few emails lately that were very clearly written by AI. Yep. And it’s like they just scraped random facts off the internet to stuff a new email. It’s like, okay, that’s not personalization. Like, I know what press release you grabbed that from, and like that third fact is completely unrelated to my business.
So, that’s where I think the human element will still be preserved. Maybe we can get AI to make the first draft for us, but we still need people to make the magic happen.”
Maybe we can get AI to make the first draft for us, but we still need people to make the magic happen.
What are the main reasons people reach out to Sercante for guidance?
Ian asked the question “What is the burning desire customers come to Sercante with?”
Andrea listed these three things that are usually top of mind for customers when they contact us. Here they are:
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- Marketing ROI
“Being able to report on what they’re doing that’s actually contributing to revenue.” - Helping sales teams prioritize
“Marketing’s working really hard to generate leads, but how does sales know who’s qualified, and who should they call first?” - What’s next? AI, automation, industry trends, using generative AI for things like lead routing, segmentation, and content.
“What is the non-value part that we can start having the machine do for us so that humans have the role of finessing, spending time on the highest potential items, and really doing what they’re be best at?”
- Marketing ROI
How a marketing-focused Salesforce consulting firm approaches its own marketing strategy
When Ian asked the question “How do you think about your marketing strategy and how you acquire customers?” Andrea listed three marketing strategy areas. They are:
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- Email marketing
- Event marketing
- Content marketing
She said, “We’ve created a huge culture around information sharing. One of our core values is generosity. It’s the idea that, if you’re getting something or achieving something, how do you share that with other people and bring other people along for the journey?”
How do you think about speed as a currency?
Andrea said, “Speed is huge. We know that as individual customers are bopping around online, looking for something, attention spans are so short. Like, what if you don’t find what you’re looking for? You don’t get the answer you need? You’re on to the next thing.
So, trying to help people find what they’re looking for is challenge number one. And then challenge number two is if they don’t get the answer, making sure that they get pushed to a human as quickly as possible.”
What is the Qualified Pipeline Summit Podcast?
Every quarter, Qualified brings together the best and brightest in B2B sales, marketing, and operations to share the tactics and strategies helping them drive growth in their business.
Learn more and watch all the episodes here.
Cheekiest social ads ever and we’re here for it
We’re in love with these social graphics the Qualified team posted to promote the Pipeline Summit at Dreamforce. Sharing here cuz they’re friggin amazing.
Watch the Pipeline Visionaries Podcast – The AI Conversation: What Marketers Should Be Thinking About
Lucky for you, these were just a few highlights from the podcast episode. You can watch the full video here and get all the juicy details Andrea and Ian shared during their conversation.
And remember to reach out to Sercante when you’re ready to take your sales and marketing efforts further.