The Hard Corps Marketing Show

The Magic of Revenue Intelligence - Udi Ledergor - Hard Corps Marketing Show #106

November 11, 2019

Have you ever been at a cocktail party and met someone that only wants to talk about themselves? They are doing all the talking and they never ask about you and what you care about.

When a marketer focuses all their attention on the product rather than the buyer, the buyer is having the same unpleasant cocktail party experience. 

A Marketing Leader, Best-selling Author, Keynote Speaker, and the CMO of Marketing at Gong.io, Udi Ledergor, reminds marketers to start with the buyer’s needs rather than focusing all their attention on their product or service. Delivering the magic of learning from the collection of data that revenue intelligence brings, Udi challenges marketers to make sure their focus is on their customers and to prioritize what matters. Check it out!

 

Takeaways:

  • When designing your marketing strategy and content, start by asking yourself, what are your buyer’s needs? What problems does the buyer have that your product or service is trying to solve?
  • Give before you ask. Prove that you are helpful to your customers first, before asking them to purchase your product or service. Build that trust and focus on their needs.
  • Let the data show you where to prioritize your time. Gong.io did a study on sales calls which showed that the use of filler words in conversation had no effect on closing the deal, yet sales leaders spend a lot of time stressing over the percentage of filler words used.
  • Find out how customers talk about your product or service. What do they say is your business’ differentiator from the competition? Then use their language in your messaging.
  • Buyers are expecting the same B2C personalized buying experiences in their B2B buyer’s journey. Even though you are selling to a business, you are still selling to people at that business.
  • Decide what kind of experience you want to provide for your customers first and then the tech stack and process should align with that.
  • “People really love that magical experience, of seeing something they can’t explain, being delighted, and knowing that they’re being tricked, but in a way that creates a wonderful experience.” - Udi Ledergor describing the delight of magic.
  • Do what you can to be an expert on your buyer, product, and market, no matter what role you are in the company, because it will help you execute your tasks that much better.
  • Give your all in the position that you are in. Always be thinking about how you can go to the next level and take initiative.
  • If you do not have the passion to give your all in your current position, then go to another place where you will have that passion. Merge something you have a passion for, with something that you are good at, and find a company that needs an individual to do that one thing.

 

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Busted Myths:

  • Marketers should start with their product and place their strategy around it. - This is NOT the case. Marketers should start with their customers. What are their buyers’ needs? What problems are they trying to solve? Without starting with the customer first, marketers are asking people to try their product without knowing if it will help the buyer solve their problems.