The Hard Corps Marketing Show
The Marketing Matchmaker - Joe Koufman - Hard Corps Marketing Show #158

The Marketing Matchmaker - Joe Koufman - Hard Corps Marketing Show #158

June 4, 2020

At the end of the day, when a company hires you, whether it is for a job, or they purchase your business’ product or service, is it because of your history and resume alone?

Not exactly.

An Interactive Marketer, Speaker, Entrepreneur, Internet Broadcaster, Marketing Matchmaker, and the CEO & Founder of Setup, Joe Koufman, shares his matchmaking expertise and encourages marketers to illustrate the potential and value that they can provide to a company’s future solution, rather than speaking only to their background. This episode is filled with great career advice and thought provoking takeaways for how a business can make themselves stand out among their competitors.

 

Takeaways:

  • When applying for a job, your resume is more there to verify that you can do what you say you can do, but it is not the emphasis of why you will be hired. You will be hired for the service that you can bring to help solve a business’ problem. 
  • Consider using an infographic to share your expertise. Infographics help tell a story and illustrate your company’s personality and values to the prospect.
  • People may not remember what you say, but they will remember how you made them feel.
  • Make you and your business stand out to your target audience. Get creative and help them see you as a fit for their future solution.
  • The road from an entry level position to a CMO, is not always a linear path.
  • “Brand marketing is long-term lead generation.” - Joe Koufman
  • Future clients are looking for referrals not waiting for cold calls.
  • If you are not passionate about what you are doing, then go and do something else.

 

Links:

 

Busted Myths:

  • Your resume and background is the deciding factor for if you or your business gets hired. - This is not the case. No one cares about your background. The company is not hiring you or your business because of what you did, they are hiring you for the future solution that you can be a part of for them.

 

 Ways to Tune In:

Quantifying Marketing for Megadeals - Christopher Engman - Hard Corps Marketing Show #157

Quantifying Marketing for Megadeals - Christopher Engman - Hard Corps Marketing Show #157

June 1, 2020

How do you know if your business is not investing enough in marketing if all the different marketing touch points are attributed to just one touch point, the last touch?

Oftentimes marketing does not get the investment it needs to win bigger deals for the company, because it is quantified in the wrong way.

A World Leader in automated Marketing Mix Modeling, Author of Megadeals, Founding Partner, Chairman of Megadeals Advisory, and the CRO & CMO of Proof Analytics, Christopher Engman, shares his expertise of how to best demonstrate the value of marketing, and where to invest in efforts to win bigger deals, faster.

 

Takeaways:

  • Marketing is often quantified in the wrong way, when measuring its success. Attributing one touch point before a prospect becomes a marketing qualified lead is taking a snapshot of the buyer’s journey as opposed to viewing the whole film. 
  • Multi-touch attribution provides tactical insights as to what campaigns your team should tweak.
  • Most marketing leaders should have a popular science understanding of statistics and regression analytics.
  • Marketing mix modeling gives you an idea of how your different marketing efforts contribute to each other. For example, how your TV affects your paid search.
  • Invest in marketing across the whole customer journey. Often there is too much spend on the demand generation side and not enough continuing on into the pipeline to help drive more deals.
  • Rather than having your sales team repeat the same information on their calls, turn that messaging into a video, a white paper, or an article. This gives your sales team a tool to use when interfacing with clients rather than always having to say the same thing.
  • Have your employees and colleagues sharing your videos and blog articles from their social media profiles rather than sharing your content on your brand page first. This creates a larger and trusted voice that is not just coming from the same brand page.
  • Most B2B companies are overspending on events because they are hungry for more marketing qualified leads.
  • Career Advice from Christopher Engman - Put learning first before prestige to evolve fast. If you receive criticism, ask for more. It’s okay to get and give feedback.

 

Links:

 

Busted Myths:

  • In the B2B space, companies should invest more into their sales force and less into marketing. - This is NOT the case. Research has shown that successful companies are investing more in their marketing to win bigger deals, faster. Marketing is often invested in less because they are seen as obscure, misunderstood, and are often quantified in the wrong way.

 

Ways to Tune In:

ABM for the Customer Journey - Megan Heuer - Hard Corps Marketing Show #156

ABM for the Customer Journey - Megan Heuer - Hard Corps Marketing Show #156

May 28, 2020

With buyers having so much digital content at their fingertips, they are doing a lot of their own research when it comes to purchasing a product or service. This can lead marketers to believe that their value is at the beginning of the buyer’s journey and to think that sales’ greatest value is at the end.

Not quite.

A Marketing Leader, ABM Expert, Formerly the VP, Research at SiriusDecisions / Forrester and the VP, Marketing at Engagio, now the Principal at HeuerB2B, Megan Heuer, smashes the myth that marketing and sales live in their silos of the buyer’s journey and delivers a call to action for companies to be customer, post-sale focused for their Account-Based Marketing approach.

 

Takeaways:

  • Prospects having early conversations with sellers can help set the terms of how they approach their solution. It is good for sales to get involved early in the buying process.
  • Marketers used to have the assumption that their job was done once they got a lead to a certain score threshold and then passed them onto sales. However, the experiences that marketing provides has benefits throughout the entire buyer’s journey.
  • Sales and marketing need to stop fighting over credit and start paying attention to what buyers want to do and the path that they take to become customers.
  • When starting out with ABM, look at your targeted list of accounts. Identify which ones will be net new and which ones are your current clients. Set goals for each group of accounts and then build your strategy for engagement.
  • To measure the success of your targeted marketing campaigns, look to see if your targeted accounts are engaging with your marketing content. If they are not, adjustments need to be made.
  • People trust what other people say. Are you introducing your prospects to your current customers?
  • Understand what your buyers care about and use that to provide value to them.
  • Companies that grow at 40% a year invest earlier into their customer marketing and customer success. What does your customer journey look like post sale?
  • ABM is “just being realistic about who you should be selling to.” - Megan Heuer
  • Make your customer success stories about your customer, not your product or service. How can you highlight the amazing work your customers are doing?
  • Career Advice from Megan Heuer - It’s okay to be human and okay to be you. Be a better advocate for yourself and ask questions.

 

Links:

 

Busted Myths:

  • 67% of the buyer’s journey is done before talking to sales. - This is NOT the case. The correct statistic is that 67% of the buyer’s journey is done digitally. Sales is a part of the buyer’s journey at the beginning stages, just as much as at the end. Buyers are doing their research and consuming content digitally in the beginning while also having conversations with sales.

 

Shout Outs:

  • 36:17 Megan's Friends at SiriusDecisions / Forrester

 

Ways to Tune In:

Everyday ABM - Nikki Nixon - Hard Corps Marketing Show #155

Everyday ABM - Nikki Nixon - Hard Corps Marketing Show #155

May 25, 2020

You may have heard about account-based marketing, all of the technology associated with it, all of the planning that goes into it, and then the cross-departmental collaboration, and thought, “That would be nice, but we are not quite there yet.”

An ABM Expert, formerly the Director of #FlipMyFunnel, and Americas Account-Based Marketing Manager at Autodesk, Nikki Nixon, encourages marketers with a practical ABM approach that they can implement in their everyday marketing. If you have been trying to revamp your ABM approach or just need a nudge to get started, then this episode is for you!

 

Takeaways:

  • The first step towards a basic account-based approach is to understand your ideal customer profile (ICP). Who are your best customers, which accounts are most likely to buy from you, and what are the characteristics of those accounts that you can look for in future prospects?
  • After a business defines their ICP, the team needs to then identify the personas that they are trying to reach at those accounts. Once the personas are understood, the next step is to design an engagement strategy to reach those personas.
  • If you are selling to IT professionals, the best way to reach them is through their peers. How can you market to their surrounding influencers and community?
  • If you do not know your ICP, talk to sales and ask who is their best fit customer? Do not define your ICP in a silo. Be sure to collaborate with sales throughout the ABM process.
  • Once you have run the data and worked with sales on defining your ICP, take the leap and go out and test it. You will find out more information from marketing tests to an ideal customer profile, than you would from trying to dig for more data.
  • A great test to run to confirm an ICP, or a persona, is account-based advertising. Look to see if your hypothesized targeted accounts are clicking on your ads. Who from the account is engaging with your content? This information can help you prioritize and confirm your ICP.
  • The more time someone spends with you, the more likely they are to buy from you. At the end of the day, you are trying to get that account to “vote for you”. 
  • Career advice from Nikki Nixon - Believe in yourself more! Have confidence and conviction in what you are doing. Do not tie your identity to your career.

 

Links:

 

Busted Myths:

  • ABM is only for large enterprise companies. - ABM is NOT just for the large enterprises, but it is for every company that wants to apply focus to their marketing efforts. It is letting go of marketing to everyone, because there are a portion of accounts that are wasting your time and not gaining you any revenue.

 

Ways to Tune In:

The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154

The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154

May 21, 2020

You may have updated your privacy notice when laws like GDPR and CCPA came into effect, so you may think that you are all set to be compliant.

Think again!

An Enterprise Privacy Expert, Consultant, Keynote Speaker, and the Founder & CEO of Red Clover Advisors, Jodi Daniels, encourages companies to think past just their privacy notices and to understand the data they have and how they use it. She explains what companies can do to create a Data Inventory, comply with an Individual Rights request, and how marketers can create positive privacy experiences with their prospects and customers.

 

Takeaways:

  • A privacy notice communicates how a business collects their prospect data, how they use it, who they share the data with, why they share it with them, and the choices that their prospects have.
  • Rather than allowing prospects to do a one click unsubscribe, provide options for them. Use an email preference center to give them a choice of frequency and content on which they would like to receive your emails.
  • An Individual Rights request is when a prospect asks the company to delete all of their data. When this happens, a company needs to have a process in place.
  • Understand the data your company has, where it is used, and where it is shared, so your team can determine how your business complies with GDPR and CCPA.
  • Create your Individual Rights process with data mapping. Breakdown each business core function and figure out where all the data is. 
  • The privacy notice is the end result, after you understand the data you have.
  • Treat your prospect data the way you want yours treated.
  • There are going to be more laws like GDPR & CCPA coming, so if you put in your prep work now, then you will only have small adjustments to make when more come out.
  • Career Advice from Jodi Daniels - Be more confident and be willing to take more risks. Find what makes you, you and connect that to your career. Do not lose yourself in the process of building your career.

 

Links:

 

Busted Myths:

  • To comply with laws like GDPR and CCPA, all companies have to do is update their privacy notice. - This is NOT the case. Companies need to understand the data they have, how they use it, and where it is being held and shared, so they can have a process in place to comply with these laws.

 

Ways to Tune In:

Marketing Automation, Providing Value Beyond Marketing - Andrea Tarrell - Hard Corps Marketing Show #153

Marketing Automation, Providing Value Beyond Marketing - Andrea Tarrell - Hard Corps Marketing Show #153

May 18, 2020

When marketing is not aligned with other departments and is seen as the cost center of the business, it is often the first department to be put on pause during a challenging time.

Yet, there is so much value that marketing and the technology being used can provide.

A 12X Certified Salesforce MVP, Founder & Blogger of The Spot for Pardot, and the CEO & Founder of Sercante, Andrea Tarrell, encourages marketers and gives great examples of how to leverage a marketing automation platform, to provide value to the other departments at their company. 

 

Takeaways:

  • Marketing automation should not be siloed to just marketing. Talk to other departments, see what repetitive communication and tasks are being done that could be automated with the platform. Where else can your marketing automation system provide value to the company?
  • Use campaign influence reporting to gain marketing campaign performance insights across the entire buyer’s journey. Your marketing efforts go beyond just the MQL and the SQL, what about all of the other touches in between?
  • Just because your marketing team is used to keeping up with a certain cadence of communication, does not mean they need to keep doing it. There is no point, unless the communication is providing value to its recipients.
  • When working remotely, consider turning off your video if you are walking around on a video conference call, think more about your tone for digital communication, and set expectations for how collaborative digital platforms should be used.
  • Implementing marketing technology without a strategy in mind, will often result in the technology being unused and a waste of an investment.
  • In B2B marketing, take comfort in the fact that trying to drive human change and adoption is part of the hard work.
  • Career Advice from Andrea Tarrell - Take the leap! If you dream of starting a company, or changing your career, do not doubt yourself or compare yourself to others. Have confidence in your ability and go for it.

 

Links:

 

Busted Myths:

  • Marketing is a cost center and it should be put on pause during difficult economic times. -  This is NOT the case. Marketing is a way to drive business. If anything companies should look at the full picture, prioritize efforts, and go after quick win campaigns that will drive business faster.

 

Shout Outs:

  • 1:18:26 Delta Airlines

 

Ways to Tune In:

Branding that Crafts Irrational Loyalty - Deb Gabor - Hard Corps Marketing Show #152

Branding that Crafts Irrational Loyalty - Deb Gabor - Hard Corps Marketing Show #152

May 14, 2020

How many marketing segments does your company have? Do you have the groups then separated by industry and role? Do you feel like your head is spinning with the amount of different segments you have?

What if you could prioritize your marketing and branding efforts towards one ideal customer?

A Global Keynote Speaker, Bestselling Author, and the CEO and Founder of Sol Marketing, Deb Gabor, challenges marketers to break free of the mindset that their brand is for several different segments and to grasp the notion that their brand is best suited for one ideal human being archetype.

 

Takeaways:

  • Instead of dividing your audience into segments, multiply the amount of your best customer, by pinpointing who that ideal customer is.
  • To help identify your ideal customer, start by looking at your company’s reports. Identify the companies with the best client retention, customer lifetime value, and relationship with your business. Then dig deeper into the people that are at those companies.
  • When you have a clear illustration of who your ideal customer is, you can look at new prospects and see how they compare. Can you see any pieces of your ideal customer in them?
  • "Your brand is the magnet that is designed to attract human beings that share values and beliefs that are aligned with your own." - Deb Gabor
  • Brands do not often tell people what they need to know, they will show you. What is your brand showing people?
  • Brands form interpersonal relationships with their customers. To create irrational loyalty with the brand, a business needs to deposit into their customer’s emotional bank account. The brand needs to set expectations, align values, deliver on those expectations, and then provide value to the customer’s life.
  • Make your brand indispensable to your customer. Ask, how can I add value to their life? What are they trying to accomplish? What are their hopes and dreams?
  • Career Advice from Deb Gabor: Do not waste your time trying to be something that is not true to you, to please someone else. Know yourself and pursue your passion.

 

Links:

 

Busted Myths:

  • Segment marketing is dead. - For a brand to try and reach all of these different segmented groups of people is a waste of the company’s resources. A company should focus on their one ideal customer that is aimed at a human being archetype that shares the same values as the business.

 

Ways to Tune In:

The Spray and Pray Marketing Trap - Robb Northrup - Hard Corps Marketing Show #151

The Spray and Pray Marketing Trap - Robb Northrup - Hard Corps Marketing Show #151

May 11, 2020

In the digital age of marketing, there are so many places that marketers can put their content. There are thousands of emails they can send, multiple social media platforms they can post to, and plenty of websites to place their ads.

If marketing keeps doing everything to everyone, they will not be anything to anyone.

A B2B Marketing Expert, Brand Strategist, and the Director, Marketing & Communications at siffron, Robb Northrup, challenges marketers to break free of the spray and pray mentality and to prioritize efforts that drive results.

 

Takeaways:

  • To get out of the spray and pray method, focus on your company goals and prioritize the marketing efforts that drive results to win business objectives.
  • The leadership of both marketing and sales need to be on board in order to properly align both departments.
  • Find out what differentiates your business from your competitors and use that in your marketing.
  • “Instead of creating tons of content, create the right content that sets you apart, engages your customer, and draws them into whatever you’re promoting.” - Robb Northrup
  • Part of knowing your customer is understanding what they are trying to achieve from a business standpoint. At the end of the day, you want to make your customer look like a rockstar.
  • If you cannot get in front of your customers to better understand them, talk to your sales team. Ask them, who are the people that they talk to on a regular basis? What are they like? What are their pain points?
  • Do not be afraid to try new things.
  • Career Advice from Robb Northrup - Be kind and a better person.

 

Links:

 

Busted Myths:

  • Marketing has to be everywhere and do everything. - This is NOT the case. If marketing tries to scale their efforts according to this method, they are going to sacrifice, quality, time, and their resources. Marketing has to prioritize their efforts on campaigns that are getting results and ones that are tied to company goals.

 

Ways to Tune In:

Why ABM is Not a Strategy - Scott Vaughan - Hard Corps Marketing Show #150

Why ABM is Not a Strategy - Scott Vaughan - Hard Corps Marketing Show #150

May 7, 2020

B2B Marketers go crazy over the term account-based marketing (ABM). They treat it like it is a buzzword, a strategy that is going to advance their brand in the B2B marketplace, and one that is focused just on marketing with some sales alignment.

What good is an ABM strategy though if it is not going to scale across your business?

A Marketing Leader, Mentor, Growth Executive, Strategy Advisor, and the Chief Growth Officer at Integrate Inc., Scott Vaughan, delivers a call to action for companies to not just have an account-based marketing strategy, but to have an account-based approach across the entire buyer’s journey, involving sales and customer success, in addition to marketing.

 

Takeaways:

  • Account-based marketing should not be a solo strategy of the marketing department, but be a tier that contributes to an overall account-based approach along with sales and customer success. What does the entire buyer to customer journey look like for one of your target accounts?
  • Each department, marketing, sales, and customer success, needs to play a role in your account-based approach that is tied to your go-to-market strategy. Determine the roles that each department functions in to form the entire buyer’s journey.
  • To build an account-based approach, a company must first answer, which markets are we going after, which buyers are we targeting within those markets, and what are our key differentiators to those markets?
  • “You’re a business [person] first, marketer second.” - Scott Vaughan
  • Identify the influencers who have a voice in your target markets, the leaders that people are listening to. Follow them on social media and engage with them in discussion, so your brand becomes a part of that network.
  • “Marketing is about doing the research and the homework as much as it is about the execution.” - Scott Vaughan
  • Technology on its own is not the answer to shifting from a sole account-based marketing strategy to a collective account-based approach. You need to have a strategy for how you will configure the technology first, before purchasing a new tool.
  • Career Advice from Scott Vaughan - Trust your gut and take risks. Act on the opportunity to expand your responsibilities and learn something new.

 

Links:

 

Busted Myths:

  • Account-based marketing is not a strategy. - It is a mindset. Doing account-based marketing on its own may work for a time, but if your business is going to scale, then it needs to be an account-based approach. The approach needs to be tied to your go-to-market strategy that is mapped along the entire buyer’s journey from marketing to sales to customer success.

 

Ways to Tune In:

 

What B2B Can Learn From B2C - Lance French - Hard Corps Marketing Show #149

What B2B Can Learn From B2C - Lance French - Hard Corps Marketing Show #149

May 4, 2020

With B2C businesses such as Amazon, Netflix, and Spotify providing personalized customer experiences for their consumers, buyers on the B2B side are now expecting a seamless customized journey.

How does B2B keep up?

A Sales and Marketing Leader and the Business Development Manager at W&M Environmental, a Division of Braun Intertec, Lance French, urges marketers to consider the overall buyer’s journey and customer experience that their brand provides. An experience is being created whether it is intentional or not, so tune in and hear what B2B companies can learn from the B2C experience.

 

Takeaways:

  • If what you are doing is not yielding results, you need to evaluate your process and change it.
  • Marketing and sales need to sit down together and discuss their ideal customer. What does the most qualified lead look like?
  • Map out a customer experience that provides a positive relationship with your brand. How many initial touchpoints do you want to have, how fast of a turnaround time does your sales team have to contact a qualified lead?
  • Talk to your customers that chose to go with a different vendor.  Find out why you lost the deal and use that to inform you to win future business.
  • Your company could be #1 on a Google search, but if no one can contact a human at your company, what good is being first?
  • Career advice from Lance French - Trust yourself, everything will work out in the end. Continue to develop your skills on the technical side and with content creation. 

 

Links:

 

Busted Myths:

  • The more tasks you do, the more results you drive. - Just because you are busy, does not mean that you are driving results. Look at your tasks and see which ones are turning into closed won deals, then prioritize your time to do more of what actually wins revenue.

 

Shout Outs:

  • 3:56 Braun Intertec