Crushing Your Buyer Interviews - Parmelee Eastman - Hard Corps Marketing Show #50

November 8, 2018

Get the most out of your buyer interviews and crush your competition with these hard and fast interview tactics from speaker and President of EastSight Consulting, Parmelee Eastman.

You will learn how to use win/loss strategies and buyer interviews to drill down deep into your buyer’s behavior to better solve their problems and ultimately gain their long-term loyalty.

 

Takeaways:

  • Interview both the buyers you won over and the prospects that didn’t choose your solution to help you better understand what people value.
  • Surprisingly, price is not usually the deciding factor in why people choose to buy your product or service.
  • Win/loss programs generally return about a 30% return on investment.
  • Technology is always changing and ongoing. Understand how it’s changing and what you plan to do to keep up with it.
  • This is the very powerful message you should be sending to your customers, “We want to understand you better so we can serve you better.”
  • Create “battlecards” by taking what competitors are saying to your customer and creating responses to those comments.

 

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B2B PR with the Media Maven - Christina Nicholson - Hard Corps Marketing Show #49

November 1, 2018

It’s time to launch your business into the spotlight and get noticed using these expert PR tips from TV anchor, journalist, entrepreneur and Owner of Media Maven, Christina Nicholson.

This episode covers the importance of crafting thoughtful, compelling messages and offers  insight into utilizing media resources for strategic brand exposure. Learn what you need to develop a killer PR strategy, how to properly pitch your brand’s story and why every business, regardless of size, can benefit from media publicity.

 

Takeaways

  • If you are an expert in your industry share that expertise to what’s being discussed in the public sector.
  • When pitching your business or product aim for the 3 E’s; be educational, entertaining, and emotional.
  • People remember stories. Your expertise is great, but when you put it into play with your story it means so much more.
  • Be clear on who you’re targeting so the way you spend your time is useful and you’re actually earning the publicity to profit.
  • Get comfortable with being uncomfortable. That’s the only way to grow your business.
  • People can’t do business with you if they don’t know about you. Get known.
  • Make sure your digital footprint looks okay. When people google you what are they going to find? When they search can they find you?
  • Get on Twitter. Many members of the media are on Twitter. Read articles, comment and follow. Building relationships helps.

 

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Finding Humanity in Marketing - Carlos Hidalgo - Hard Corps Marketing Show #48

October 26, 2018

Add a human touch to your marketing strategy and focus on personalizing an unforgettable buyer journey with Founder and CEO of VisumCX, and author of Driving Demand, Carlos Hidalgo.

This episode is all about getting to know your buyer and the world they are a part of. You’ll learn how to keep your buyer at the forefront of your marketing strategy and how to provide a plan designed to fit their specific needs first.

 

Takeaways

  • Define your personalization strategy first, then select the technology that best enables your plan to succeed.
  • Surround your buyer with a seamless core message across your multi-channel platform (social strategy, web, digital strategy, etc.).
  • Remember, at the end of the day you still sell to people. Because your buyer is human, make an effort to understand how they think and feel.
  • It’s important to be able to talk about your customer’s world and what your industry is doing without mentioning product, service or company name.
  • Avoid the defined selling process. Your process should be focused on your buyer’s needs rather than what you want to sell.
  • Realize and expect some failures to occur. Make them useful by learning from them.  
  • Your entire goal should be to enable, equip, and empower your buyer.

 

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The High Priestess of Funnels - Michelle Evans - Hard Corps Marketing Show #47

October 18, 2018

Now is your chance to explore the marvels of marketing funnels with Business Coach and Marketing Funnel Strategist, Michelle Evans.

In this episode we delve deep down into the inner workings of funnels and discuss how to successfully use them to gather new prospects, guide those prospects along a journey and eventually close that final deal.

 

Takeaways

  • Funnels are like Legos. Start with something simple and build as you go.
  • Don’t fall so in love with your tech that you lose sight of the humans that are actually purchasing your item.
  • If you don’t understand the conversation in your buyer’s head you’re not going to be able to engage them in the right place. Start with what their pain point is.
  • Some of your best insights can come from surveys. Use them.
  • A funnel is a way for you to engage your audience in the conversation you want to have with them. It helps you build their trust, show them why they need your company, what their pain is and why now is their time to act.
  • There are different stages of funnels:
    • Phase 1: the warm-up
    • Phase 2: invite them in
    • Phase 3: set the stage
    • Phase 4: offer a clear next step
  • People care most about whether you are going to solve their problem, if your product is a good investment and if they will look like a hero or zero for buying from you.
  • Use the PASOP acronym (Pain, Aggravate, Solve, Pain) to help bring prospects through the marketing funnel.

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Personalization Fueled by CDPs - Tom Quinn - Hard Corps Marketing Show #46

October 11, 2018

Don’t miss this educational episode about data integration, analytics and activation with Tom Quinn, Principal and Founder of Refined Path.

In this episode we discuss integrating and activating data to customize your buyer’s journey through the use of customer data platforms (CDPs) to pack a more powerful personalization punch.

 

Takeaways:

  • The better you are able to integrate data and the better your teams work together, the better and more customer-centric the experience will be.
  • At the end of the day, your customers want a great experience. Make it your best effort to give it to them.
  • Be mindful of what type of customer your buyer is, where they are in their buyer journey, and how you will engage them in the most meaningful way.
  • Integrating data is challenging. Make sure you have the right system in place. Consider using  a data management platform (DMP) and/or customer data platform (CDP).  
  • Immerse yourself into the data to learn about your customer. Then find ways to integrate and activate that data.

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The Magic of Marketing Data - Grayson Daniels - Hard Corps Marketing Show #45

October 4, 2018

You’ll start to feel like a marketing wizard when you use these data personalization power tips from Certified Pardot Consultant, and Director of Professional Services at Cheshire Impact, Grayson Daniels.

In this episode we talk about the power that accurate data brings to your personalization strategy and what you can do to clean up messy data you might already have. No spells necessary, just a little hardcore magic for your marketing.

 

Takeaways:

  • Email delivery is very important. Dirty lists can cause delivery problems, give you a bad email reputation and impact the success of your campaign.
  • Work for progress not perfection. What’s most important is that you take steps to constantly improve over time.
  • Don’t try to go leaps and bounds with data. Keep it simple and you’ll miss less.
  • You need accurate data. If your data isn’t accurate, your reports won’t be and consequently, neither will your future plans.
  • When cleaning up your data, start with the email addresses. It’s the easiest to do and there are email tools you can use to cleanse that list.
  • Go for the small wins like cleaning up the fields, especially the country/state fields. It’s tedious but helpful and will make a difference.
  • When gathering data, use the least amount of text fields possible. Human error can lead to typos and spelling errors which can contaminate your data.
  • Use picklists or dropdowns to limit the amount of choices and make it easier for people to give you their information.

 

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Video Powered Human Connection - Tyler Lessard - Hard Corps Marketing Show #44

September 27, 2018

Power up your marketing strategy and bring your buyers the best in personalized video messages with insight from chalk talker, video guru and VP of Marketing at Vidyard, Tyler Lessard.

You’ll learn why it’s essential to add human elements into every stage of your personalization strategy, and how the power of relevant, informative marketing videos will boost engagement and improve your buyer’s journey.

 

Takeaways

  • The magic of personalizing is in blending science and art. If you provide the right information, at the right time, to the right individual you can produce the right experience.
  • Craft your message in a human way with human language. Be authentic and practice communicating using a personal tone and word choice.
  • Know your audience, try to put a smile on their face to create an emotional bond.
  • Visual information is processed in long-term memory and a lot faster than text. Use it to make strong connections with your audience.
  • Work on using visual cues to grab attention and speak to your audience.
  • Use marketing automation to collect stats on your content and perfect your personalization.
  • When tracking, make sure to distinguish engagement over activity. You will quickly identify those who are consuming and it will build more efficiency with the sales team.
  • Personalization done right makes the journey so much better for your client.
  • Come up with some great content and don’t be afraid to hit the record button.

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Lead Gen Mastery - Kasim Aslam - Hard Corps Marketing Show #43

September 20, 2018

Become a lead gen tactical master by honing new skills with strategy tips that are sure to reach new prospects from serial entrepreneur, speaker, CEO and Founder of Solutions 8, Kasim Aslam.

This episode will teach you how to get the right content to your target prospects, the importance of making and learning from marketing mistakes and the myths that will be put to rest once and for all!

 

Takeaways

  • Marketing is failing forward. It’s about making mistakes, figuring out what works, and modifying that to move forward.
  • Don’t start off trying all aspects of marketing at once, start with what will yield the best results. Automation applied to an inefficient system just amplifies the inefficiency.
  • The power of search is the strongest indication of intent on the planet. Use it to find the most valuable key phrases. Don’t be surprised if they aren’t what you think.
  • Get to know the conversion path of your prospect. Use it to find intent and accurately place key phrases to provide a search solution.
  • Ask sales what works for your prospects. They get the best insight and can be a gold mine of information that you should never ignore.
  • Try using pre-qualifier content to attract good prospects and repel bad ones.
  • Don’t automate yourself out of relationship building; automate yourself into better and more effective relationship building.
  • Aim for simplicity. Speak in simple terms and phrases to your prospects.

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The Path To Personalize - Jennifer Schneider - Hard Corps Marketing Show #42

September 14, 2018

Harness the explosive energy of dynamic content to provide maximum impact to your marketing automation plan with exciting world traveler and solution architect, Jennifer Schneider.

Learn all about what to keep in mind when developing your dynamic content strategy, some of the tools you can use to increase your content’s impact and of course, the practices and myths to avoid at all costs.

 

Takeaways

  • Make sure your content is compelling. Don’t just focus on customizing the subject heading or the name. There is so much more to do than that.
  • Think about your own inbox. How many emails do you discard a day and why? Consider the emails that stand out in your inbox and model some tests after those.
  • Start small and focus. Start with one small segment and do some tests to check open rates and interaction. Once you have a little more information expand on that.
  • Don’t be afraid to try Lead Enrichment Tools. Give them a shot!
  • There are so many stages involved in using dynamic content so you need to step back and make a process first because you may not be ready to do it all immediately.
  • Remember this formula. Process + Admin = Adoption and Attribution.
  • Marketing automation takes a long time to get running. It’s not just a turn it on and let it run kind of thing. Take your time and plan it right.
  • Re-evaluate the kind of information your company is learning about folks. Think about how to frame and ask different types of questions to get the best overall interaction.

 

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Powerful Personalization - Matt Heinz - Hard Corps Marketing Show #41

September 7, 2018

It’s time to enhance your marketing personalization plan with tips on developing an attention-grabbing attribution strategy with the CEO and founder of Heinz Marketing, Matt Heinz.

In this episode we discuss how multi-touch attribution and the alignment of Sales and Marketing work together as a power team to personalize interaction with your customer and grab their attention while building a relationship of trust and respect.

 

Takeaways

  • Try splitting the funnel vertically between Sales & Marketing with opportunity stages and have a plan for what they are doing in each of those stages to help one another.
  • Tell your prospects what should be keeping them up at night. Educate by leading the conversation based on pain points specifically mapped to problems your product or service can solve.
  • Focus on the other person. The nature of what you’re saying, sharing and asking can make a big difference in whether someone is not only engaged with you but how much they see your product or service as valuable.
  • Use the Challenger’s Mantra: Teach, Tailor, Take control.
  • Before you get your prospects’ engagement you have to get their attention. Strive to make your content and message something your prospects will clamor for.
  • Beware the abuse of confusing access with attention and don’t confuse attention with engagement. Prospects may be looking but are they reciprocating?
  • It’s not about the channel but rather the audience and where they are in their journey.
  • Intent is more important than precision. Focusing only on generating leads over revenue will lead you to focus on some of the wrong things. A big part of driving revenue responsibility are not actions but culture change in the organization that aligns behind the right metrics.
  • A little alignment goes a long way. If you go from having no alignment between Sales & Marketing to doing it in even just a shitty way, you will improve revenue significantly. There are no excuses!

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