The Hard Corps Marketing Show
The Four Agreements of Sales & Marketing - Daniel Weiner - Hard Corps Marketing Show #145

The Four Agreements of Sales & Marketing - Daniel Weiner - Hard Corps Marketing Show #145

April 20, 2020

At the end of the day, your buyers know that you want their money, so how do you build a relationship of trust, clear expectations, value, and integrity?

A Digital Marketer, Sales Leader, and the VP of Sales at Vehicle Media, Daniel Weiner, shares the foundational principles on which successful sales and marketing needs to be based to build an authentic relationship with your buyers and partners.

 

Takeaways:

  • When outsourcing services to an agency, still be active and participate in the decision making process. Don’t just hand off the services and remove yourself.
  • Voice your expectations clearly to your third-party services and make sure they understand your business needs.
  • Speak openly with your clients and partners and establish trust. If you do not understand something, ask for clarification.
  • You build trust by not trying to always sell people something. Give attention to others and provide value to them without expecting anything in return. 
  • Posting content on LinkedIn can allow you to connect with potential target buyers rather than having to do a cold call.
  • When considering a partner, think about how you get along with them in addition to the services they provide. At the end of the day, what kind of people does your company want to be working with?
  • Before sending an email or creating a post, remove yourself from the process and look at your content from the eyes of your buyer. Is what you are creating valuable to them?
  • Career Advice from Daniel - Be open to more, put yourself out there, and have as many experiences as possible. Build your network and personal brand sooner, rather than waiting until later in your career.

 

Links:

 

Busted Myths:

  • When marketing is executed, you can expect success right away. - This is NOT the case, there are a lot of factors that contribute to marketing that drives revenue. Oftentimes your company will not see a win from marketing for months and even then they might be of a micro size.
  • You cannot fail in marketing. - Failure is not necessarily a bad thing. If a campaign does not perform well, you learn what not to do in the future. You usually learn more from a failed experience rather than a successful one.

 

Shout Outs:

  • 49:57 Daniel’s Dad
  • 59:19 UPS
The Keys to Leveraging Intent Data - Lisa Sharapata - Hard Corps Marketing Show #144

The Keys to Leveraging Intent Data - Lisa Sharapata - Hard Corps Marketing Show #144

April 16, 2020

If you knew what keywords your buyers were using to search for your product or service before they arrived at your site or before they contacted you, wouldn’t you be able to advance your marketing for a more targeted approach?

It’s possible with intent data. An Award-winning Marketing Leader, Strategic Team Builder, and the VP, Demand Generation & Content Strategy at 6sense, Lisa Sharapata, breaks down the principles of intent data to their core, and gives practical ways to use it for a successful account-based marketing strategy.

 

Takeaways:

  • Intent data provides insights as to what keywords buyers are using in their search, before reaching your form. 
  • 6sense aggregates all the keywords being searched for and then matches the data to accounts. This provides key insights to a marketer’s account-based marketing strategy.
  • After a marketer knows the keywords buyers are searching for, they can then cross-reference those prospects with their baseline Ideal Customer Profile and create segments.
  • The basic start to an ABM strategy is to find out your ICP first. Then figure out which accounts match your ICP. From there you can segment by region, industry, and target the accounts that are most likely to buy based on your historical data.
  • The basic foundation for leveraging keyword research is to first understand SEO, long tail, and what people are searching for to come to your website.
  • If you are going to use your CRM to integrate with intent data technology, then you need to have clean data. If you have a build up of dirty and outdated data, you will not have insights that you can trust and use in your marketing.
  • Know what your company’s key differentiators are, use them in your marketing with targeted display ads.
  • Career Advice from Lisa - Be more bold, use your instincts, and put yourself out there.

 

Links:

 

Busted Myths:

  • The B2B buying process has not changed and marketers are in tune with its course. - The B2B buying process has dramatically changed. Buyers are now on teams of possibly 8 or 10 people and they are doing most of their research before they even contact your business. Marketers need to wake up and change with the times or fall behind.
Planning Your Marketing Victory - Julie Falcetano - Hard Corps Marketing Show #143

Planning Your Marketing Victory - Julie Falcetano - Hard Corps Marketing Show #143

April 13, 2020

Marketers are faced with new requests everyday from other departments, ones that are urgent and that they needed done yesterday. On top of these impromptu requests, they also have KPI’s to track and tasks to execute for the marketing campaigns that they already had planned.

On the B2B battlefield it is easy for a marketer’s plan of attack to get lost in the daily skirmishes.

A Lead Generation and Marketing Strategist, and the Director of Marketing at Spencer Trask & Co, Julie Falcetano, shares marketing planning best practices, from the starting research, to articulating your data-driven goals. Tune in and find out how to refocus your team back to its goals and how to plan your marketing victory.

 

Takeaways:

  • “Marketing is like the wingman to sales, we set it up and they close the deal.” - Julie Falcetano
  • Before executing a marketing plan, do your research. Find out who your competitors are, what you mean to your buyers, and the challenges that your product or service provides the solution for.
  • A Blue Ocean market space is when you have no other competitors. A Red Ocean is when you have a lot of competitors. 
  • Never lose sight of your marketing goals. It is easy to become entrenched in your KPI’s and the activities you are executing on the day-to-day, that you can forget why you are doing those campaigns in the first place.
  • When setting goals in marketing, define what success of that goal looks like. What is the measurable outcome? Use your historical data to influence the goal you set.
  • The more parameters you give yourself, the more freedom you have because those parameters give you a place to start.
  • Give yourself the opportunity to relax and do creative exercises where you are not critical of the result. You never know what new great idea may come out of it.
  • Career Advice from Julie - “Slow your role.” When you are just starting your marketing career, or just starting out at a new company, listen and observe first. If you are in a rush to the top, you are not as open to others and can miss valuable lessons along the way.

 

Links:

 

Busted Myths:

  • You can rush marketing. - You CANNOT rush marketing. There is so much market research and strategic planning that goes into executing marketing campaigns that get results, therefore it is best to plan ahead and keep open communications as to what the priorities are.
  • Younger generations, like Generation Z have nothing to contribute. - That is NOT the case. There is so much value in having a fresh perspective. They are coming out of their education knowing all of the best practices. They also may ask questions that challenge you to think of your marketing in a new way that you may not have before.

 

Shout Outs

  • 28:26 Brad Millstone
  • 49:18 Bill Bivona
  • 1:08:00 Rose Fitzgerald
Simple Marketing Without the BS - Edward Nevraumont - Hard Corps Marketing Show #142

Simple Marketing Without the BS - Edward Nevraumont - Hard Corps Marketing Show #142

April 9, 2020

Marketers today are in the day and age of owning technology stacks that cost thousands of dollars, all to get data measurements, analytics, and AI. 

It is no wonder that marketers feel like they are getting pulled in a thousand directions and become distracted by all of the latest tools presented to them.

A Growth Marketer, Speaker, the Senior Advisor at Warburg Pincus, and the Author of Marketing BS, Edward Nevraumont, warns marketers not to get distracted by all of the fancy new tools and remember to continue to fine tune the basics that will win business.

 

Takeaways:

  • “Do the right thing rather than the expedient thing.” - Edward Nevraumont
  • Simple personalization is asking your buyers what they are interested in, rather than guessing or using an expensive software algorithm. 
  • Personalization on a larger scale can be done as cross-selling. Customers that buy a certain product have historically also bought this other product, which can then be a suggestion for future customers.
  • Being good at paid search is using hyper relevant ad copy that reads the same as the keywords being used.
  • A way to prioritize keywords you are bidding on is to analyze the areas in which people are buying the most and then also the specific product features that are selling the most. Then group your keywords under bigger themes that align with the areas and features that are generating the most sales.
  • Rather than looking at attribution as a certain number that is being generated from your marketing efforts, have the attribution inform you more on what marketing campaigns you should keep doing and which ones are not working. 
  • Career Advice from Edward Nevraumont - Put in the effort, develop your skills, and set yourself up for the right opportunities, and you will be reasonably successful. Develop a set of skills that combines into something fairly unique.

 

Links:

 

Busted Myths:

  • Marketing is complex and therefore marketers should focus on the technology that will help them solve the complex problems. - Oftentimes marketers are so focused on fancy technology, that they ignore the basic fundamentals and then lose out on revenue because of it.

 

 Shout Outs

  • 1:01:48 - Nick Hansen
Conversational Marketing: More Than a Chatbot - Allison Gosman - Hard Corps Marketing Show #141

Conversational Marketing: More Than a Chatbot - Allison Gosman - Hard Corps Marketing Show #141

April 6, 2020

Conversational marketing, is it really just about chatbots? It is just for B2C or service companies? Will it only take up your team’s resources as they take their time to monitor the chat window?

There are a lot of misconceptions and unanswered questions about conversational marketing.

A Marketing Technology Professional, Conversational Marketing Trailblazer, and the Senior Marketing Specialist at Financial Recovery Technologies, Allison Gosman, shares her expertise about conversational marketing, and dispels the myths surrounding this trending term.

 

Takeaways:

  • Conversational marketing is more than a chatbot. It is a method to provide instantaneous, customized experiences for your website visitors. 
  • When setting up the different chat experiences for your web pages, think about it from the perspective of the visitor, what might they be looking for when they visit certain pages? What content could you offer them to help them in their search?
  • Consider giving visitors options of what they could get information on with your chat experiences, rather than just asking, how can I help you?
  • Integrating your chat and chatbot platform with your marketing automation technology allows you to use the data insights that you have, to find out who your website visitors are, so you can better customize their website experience.
  • “At the end of the day [your sales team members] are the ones closing deals, so be in contact with them and figure out what their needs are, what they like, and really make that happen.” - Allison Gosman
  • Get as much work experience as you can in college. This can help you find out what industries you like and don’t like to work for.
  • Career Advice from Allison - Take risks and be okay with being uncomfortable, this will help you grow. Listen to your intuition, your gut, and don’t second guess anything. Don’t sweat the small stuff and learn from your mistakes.

 

Links:

 

Busted Myths:

  • Conversational marketing is just for service and B2C companies. - This is not the case. B2B businesses can use conversational marketing as a part of their lead generation efforts and to understand what visitors are looking for when they come to their site.
  • Conversational marketing means that you have a human manning the chat window, similar to a call center. - Depending on your business’ priorities and bandwidth, you can use a chatbot to offer content and get more information about the visitor prior to involving your sales team resources. It does not always have to be a human taking their time to monitor the chat experience.
  • Gating your content will only turn away quality leads that do not want to provide their information. - If a lead is a quality lead, they will provide the information to obtain the content, because they are interested enough in finding answers.

 

Shout Outs

  • 50:39 MS Run the US
Marketing Automation: Sales’ Unknown Friend - Michelle Sanders - Hard Corps Marketing Show #140

Marketing Automation: Sales’ Unknown Friend - Michelle Sanders - Hard Corps Marketing Show #140

April 2, 2020

Just because the term marketing automation does not have the word sales in it, does not mean that this technology cannot be used by both teams for a successful lead to revenue process.

A Marketing Strategist and Architect, Digital Marketing Expert, Branding Evangelist, and the Director of Marketing at Millar, Inc., Michelle Sanders, shares practical actions that marketing can do to help sales leverage the information from a marketing automation platform. 

This episode is filled with marketing and sales alignment strategy, suggestions for cleaning your marketing automation database and career advice to achieve your goals. Check it out!

 

Takeaways:

  • Meet with sales and show them the information they can take from Pardot, the marketing automation tool, so they know what they can use for context in their sales conversations.
  • Communicate with sales and let them know when automated emails are coming out with sales as the sender, so they do not do double the communication.
  • Marketing automation is not a platform that can be set up and left alone. It needs to be managed, audited, cleaned, and organized consistently. 
  • To keep marketing email campaigns up-to-date, go through your marketing automation platform monthly and discuss what campaigns should be discontinued, what content needs to be updated, and are there any new ones that should be started?
  • When cleaning your marketing automation database, use your buying cycle length and a prospect’s last activity to inform when to delete a prospect. Prospects that have not engaged and have not bought far past when they would for a typical buying cycle, are only clogging up your database.
  • Marketing is more than just pretty pictures and events. It is the only department that focuses on the entire customer journey from net new to post sale. 
  • Brand is not just a logo. It is the experience your company or brand creates with its prospects, customers, and employees. Consistent messaging is key both internally and externally to create a strong brand experience.
  • Look at your top customers and analyze their buying and customer journeys. Think about what marketing campaigns they have interacted with along the way and use that to help inform you about what marketing has been the most effective.

 

Links:

 

Busted Myths:

  • Marketing automation is only a marketing tool. - Marketing automation is not just for marketers, but it is extremely useful to sales. The platform provides data and context as to what marketing campaigns leads and contacts have been interacting with throughout their buying cycle. Sales can leverage this information in their conversations.
The Freemium Business Model - Alan Percy - Hard Corps Marketing Show #139

The Freemium Business Model - Alan Percy - Hard Corps Marketing Show #139

March 30, 2020

The value of marketing cannot be measured solely on quantitative results and KPIs. Marketing needs to build a brand, stimulate interest, and construct buyer loyalty.

Marketing Thought Leader, Podcaster, Speaker, and the CMO of TelcoBridges, Alan Percy, challenges departments around marketing to not just think of the department’s success as equal input, equal output. He discusses the value that marketing can provide for a company and how a freemium business model helps to build a pipeline of interest.

 

Takeaways:

  • A freemium business model offers a lower level product or service for free in order to build a pipeline of people that are interested. Then a percentage of those people will become paying customers for a higher level product or service.
  • Webinars done with partners give both businesses a chance to reach out to each other’s community of buyers. Be sure to set clear priorities that the webinar is to provide value to the audience, not be a sales pitch.
  • A great way to ensure that a presentation or webinar provides value is to make sure that the material answers a question that your market has or presents a solution for how to solve a problem that your market has.
  • High value content should be gated, while lower level content that helps to build the interest of the buyers in your brand could be ungated.
  • When you are offering a high value piece of content, or the free trial for your software, consider asking more qualifying questions. High value warrants high qualification.
  • Put in the time to prep for trade shows that you and your team attend. Look to see who is attending from your database, reach out to speakers of sessions that interest you on LinkedIn, book meetings, and create personalized swag packages to give to strategic accounts.
  • Marketing should not be about just serving their KPI’s, but also about serving their team. Think about what weapons and ammo you can provide sales. A case study, report, or success stories, what could they use to help close their next deal?
  • Be genuine about your technical knowledge, it is better to admit that you will have to research something more, rather than try to fake it and make mistakes.

 

Links:

 

Busted Myths:

  • Marketing is like an electrical circuit board, when you invest a certain amount, you can expect a predictable outcome to happen within a certain amount of time. - Marketing is NOT an electrical circuit board. Marketers are dealing with influencing the feelings of their buyers and building brand awareness and loyalty. Those are not items that can be measured with quantitative data.
The Mission Aligned Content Process - Deborah Ager - Hard Corps Marketing Show #138

The Mission Aligned Content Process - Deborah Ager - Hard Corps Marketing Show #138

March 26, 2020

Without putting the time in to develop a cohesive focus for your content, messages can get sprinkled throughout an organization without consistency, resulting in misaligned efforts and missed opportunities for engagement.

Writer, Mentor, Coach, Editor, and Writing Mentor at Radiant Media Labs, Deborah Ager, walks marketers through the process to develop content that aligns with an organization’s corporate goals for cohesive, successful messaging.

 

Takeaways:

  • Marketing teams become aligned when all of the mini departments within have their goals and priorities contributing towards the overall company objectives that marketing is working towards achieving.
  • Review your client profiles once a year with your management team. Talk to sales and learn to see if there has been a shift in your market, so you can adjust your marketing efforts to address any changes.
  • Listen to sales calls and learn from trends of phrases that buyers are using to describe your product or service.
  • Consider taking an old cliché and putting a new spin on it to make fun and interesting copy.
  • When developing your writing process to build good content, start with your audience in mind, master your market, align your mission, the purpose of why you are writing, and then articulate your ideas from brain to page with brainstorming and mind mapping.
  • Before starting what other companies are doing, take a step back and think about if you really need to do that same action. Will it best serve your target market?
  • “Care at scale.” - Casey Cheshire - Before sending your email that is checking on the well-being of the recipient to thousands, ask yourself, should this message go to thousands or perhaps only go to a handful to have more meaningful engagement?
  • To focus the purpose of your writing for a cohesive message, develop your focus action statement, “I help the customer do or achieve X to result in X outcome.”
  • If you are having difficulty aligning your personal mission to the company’s, think about the results of the product or services that your company gives. Do those results help people or contribute towards an overall cause that you can personally resonate with?
  • Take the time to learn from the content you create.  What is receiving engagement, what are people responding to?
  • Career Advice from Deborah - Eat more ice cream and don’t worry too much about a supposedly linear path. Diverse experiences help you grow and add to your toolbox.

 

Links:

 

Busted Myths:

  • Everyone on marketing teams have their goals and efforts aligned. - This is not always the case. Efforts can become disjointed when there are multiple departments within marketing that have their own goals and priorities, separate from the overall marketing goals.
  • All companies have a clear understanding of their market. - Many businesses have not clearly defined who they are trying to target internally or externally. They may have had a market in mind when they first started, but if their ideal buyers are not reviewed regularly, then markets can change and the vision of who the company is serving can become blurred.
What it REALLY Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137

What it REALLY Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137

March 23, 2020

Marketers, are you tired of hearing that sales is displeased with your leads? Has aligning your sales and marketing teams been a constant battle? 

Get the take from a Sales and Marketing Leader, Certified Pardot Specialist, and the Senior Director of Sales at Cheshire Impact, Logan Childs, as he shares what sales really wants from marketing and the best way to align the two departments, to be one revenue team.

 

Takeaways:

  • “If you’re in that hybrid role [VP, Sales & Marketing], you better focus on your messaging so that you can push the value of what you do and what your product does or what your service offers.” - Logan Childs
  • Marketing is so important because messaging and content help to educate buyers and make them aware of the problem that the company’s services solve. This makes for a shorter sales cycle and more qualified leads.
  • The top three things sales wants from marketing: capture, nurture, automate. Sales wants the best qualified marketing lead, not just the ones that have clicked a link or downloaded a white paper.
  • Leverage your content to drive more marketing qualified leads. Gather relevant data to enrich lead records, so that sales has the most amount of information on a buyer when connecting with them.
  • Marketing needs sales to keep up with having a solid data foundation in the CRM. The more information that marketing has to utilize from sales conversations, the better they can segment their marketing.
  • Be sure to use suppression lists when sending marketing emails, especially for the contacts of accounts that are in critical opportunity stages.
  • Email segmentation is more about who you are not sending the email to. You do not want the messaging to go out to irrelevant people, batch and blasts are going to hurt you in the end.
  • Using Pardot scoring and grading separates the decision makers from students that are just doing research.
  • Marketers, sit down with your sales team and talk with them. Buy them pizza, have lunch, and find out what they consider to be a marketing qualified lead and understand who your sales team wants to be talking to.
  • Multi-touch reporting can be used to see what marketing path leads take that will be the most likely to convert.
  • Career Advice from Logan - Just get your education done. Get through the mundane work, so you can get to what you are good at and enjoy.

 

Links:

 

Busted Myths:

  • If you dress in a suit and tie you are going to be more successful. - This is NOT the case, people are the most successful when they feel comfortable and confident in what they are wearing. If someone is worried about how much their tie is choking them, how are they supposed to concentrate and perform at their best?
  • Sales can survive on their own without marketing. - Their needs to be thought leadership and brand awareness, businesses are not built with sales alone. There needs to be a focus on messaging and education to the buyers, so that sales can push the value of what the company does.

 

Shout Outs:

  • 52:22 Stephen Russell
  • 1:01:26 Qualified.com
Reaching Your Buyers with Vortex Prospecting - Chad Sanderson - Hard Corps Marketing Show #136

Reaching Your Buyers with Vortex Prospecting - Chad Sanderson - Hard Corps Marketing Show #136

March 19, 2020

As technology is driving the way that humans interact, it is easy for it to become the main focus in the sales and marketing world. However, if technology becomes the main focus, how will sales and marketing professionals be able to communicate effectively with their buyers, if their soft skills become diminished from having less experience of forming a true human connection?

A Sales and Marketing Leader, Podcast Host of The B2B Revenue Executive Experience, and the Managing Partner of ValueSelling Associates, Inc., Chad Sanderson, urges sales and marketing to not lose their soft skills edge by relying too much on technology. 

He provides expertise around gaining the perspective of your buyers and using the vortex prospecting approach to engage with your buyers through multiple channels.

 

Takeaways:

  • Communicating effectively with buyers is about understanding another person’s perspective and trying to get them to see a different point of view.
  • “You need to understand how to shut up and listen sometimes.” - Chad Sanderson
  • Is your team relying on the technology to connect with customers, or are they utilizing their communication skills to consider the phrasing of their emails, the length, and whether or not it actually addresses challenges that the buyer has?
  • Vortex Prospecting is a framework used with value selling, with the focus on another human’s perspective.
  • The first thing to consider with value selling is who am I after, what is their role, and what is their industry? Then do your research to understand the industry trends and challenges the person in that particular role is having.
  • Once you understand the challenges of your buyer, you can pull content and valuable information that directly addresses their problems. 
  • Vortex Prospecting uses a psychology based approach called priming of memory, meaning that through the touches that marketing and sales has with their buyers, they create an essence of a relationship that has not truly happened yet.
  • Put in the work of using a multi-channel approach to engage with your buyers through phone, email, social media, networking, events, and groups. When you communicate with your buyers through these different channels consider framing your content around triggering anxiety, influence, and motivation.
  • Triggering anxiety from a marketing and sales perspective is designed to elicit an emotional reaction by bringing future consequences of inaction today, to the present.
  • Influencing your buyer is about showing them that your company has solved these problems for other companies similar to theirs, this is the time to bring out your case studies.
  • Motivation is about getting your buyer to then take action after anxiety has been triggered and the influence has been instilled.
  • It all comes down to respect. If you respect yourself enough as a professional in your role, take the time to put in the work and get to know the role you are selling to. Understand that the grind is a part of your job and put in your prep work.
  • “You are going to be relegated to the level you sound like.” - Chad Sanderson
  • If you are a marketing coordinator or an SDR that finds themselves having to speak to a room full of executives, educate yourself and speak their language. Start reading the same books they are, understand how the business functions, and what each role is responsible for.
  • Career Advice from Chad - Don’t let the fear dictate your choices. Amplify your level of creativity, curiosity, and grit, and just go for it!

 

Links:

 

Busted Myths:

  • Technology is the answer and more martech is going to increase connection. - The focus is about people. If people do not have the soft skills to communicate with their buyers effectively, and the technology is put first, then they are not going to be able to close deals because they will not be able to connect with their buyers.