Conversion Testing Jedi Master - Daniel Burstein - Hard Corps Marketing Show #37

August 9, 2018

The formula is strong in this episode! We discuss A/B Testing best practices and methods with Senior Director of content and marketing at MECLABS Institute, Daniel Burstein.

In this episode you will learn all about the purpose of conversion testing, why it is important to boost your conversion rate and the many factors that will impact your testing methods, both positively and negatively, to get you the results you want.

 

Takeaways

  • Testing may sound boring, but it’s all about breaking down the false obstacle we have between us and our customers - because we are not our customers.
  • Remember that sometimes we are an entirely different demographic than our audience.
  • The testing mindset is that we don’t know everything. We’re forming hypotheses, we’re trying to be open and trying to learn.
  • Make sure you are considering different day-to-day technology. We have to realize we aren’t experiencing the marketing, website and social that our customers do.
  • Test for different web browsers. Each one is unique and they all might behave differently.
  • Remember, each and every one of us has a different view of our companies or our clients’ companies than our customers do.
  • Start your conversion testing by determining who your ideal customer is.
  • The most powerful thing that affects conversions is the customers’ motivations.
  • Know your value proposition. You cannot change the customer’s motivation, but you can change your value proposition.
  • Incentive (the bacon of marketing tactics) is the element that is most used and abused by marketers. It’s not a solid long-term tactic.
  • Don’t forget the negative elements to conversion testing: friction and anxiety.

 

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Sales and Marketing Walked into a Bar… - JP Rinylo - Hard Corps Marketing Show #36

August 2, 2018

Tune into yet another entertaining and insightful episode where we talk with the Director of Sales at Inverta, LLP, JP Rinylo, about the infamous dynamic duo, sales and marketing. 

Learn the importance of using context when talking with clients, tips on the fundamental principles of sales strategy and how you can gain real-world sales understanding in non-traditional ways, like let’s say, a bar for instance.

 

Takeaways

  • Sales is all about context not content. In order to get responses you need to add context.
  • Before you even start a sales pitch ask yourself “What is the actual intention of what you are trying to accomplish here.”
  • Putting yourself in a position to learn first and listen first is paramount in sales. Look to make it relatable and provide suggested solutions based on what you know works.
  • Attention Marketers, don’t forget how important it is to learn about sales and be closer to sales. You two need to work together.
  • As people, we want to talk to other people who we can have fun and informative conversations with. Make an effort to be exciting and engaging.
  • To develop a successful strategy, put a sort of storyline, some context and confidence into what you want to say and how you want to say it. Then map it out to who you want to say it to.
  • You don’t have to go through traditional steps to get where you want to be. It’s okay to follow a different path.
  • Be real with people and have real conversations - you will go far.

 

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Master the Google Game - Jason McDonald - Hard Corps Marketing Show #35

July 26, 2018

Whatever you do, don’t miss this amazing, energy-packed and highly enlightening episode about personalization and social media strategy with author, trainer and all around SEO expert Jason McDonald.

Tune in to learn the best ways to use Facebook and Google for your marketing, what the true differences are between those two powerful platforms and what those differences mean for your business’ marketing and sales strategy.

 

Takeaways

  • Remember that you are selling something to a person, not a machine. Technology and metrics are important but they won’t substitute for good content and personal relationship.
  • Facebook and Google are very different. Google is a search path. Facebook is a share path.
  • When designing your website or landing page for SEO don’t bury your lead. Make it obvious and simple to follow.
  • Testing is very important. Test your site and paths to see what works and what doesn’t and be prepared for surprises.
  • Facebook Pixel used in combination with advertising is very powerful. Make sure you use it wisely.
  • Try to sell products and services to people who actually want to buy them. Don’t force your stuff down people’s throats who don’t want it.
  • Content is still key. You need great content that is good quality and compelling. Lead gen will not work without good quality content.
  • The better mousetrap doesn’t always win. The good enough mousetrap with really good marketing wins.

 

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Global Sales Fundamentals - Tal Paperin - Hard Corps Marketing Show #34

July 19, 2018

It’s time to ramp up your sales strategy and take it to new heights with important insider advice on doing sales the 21st century way. We are talking global sales and marketing with the VP of Business Development at KSW Solutions, directly from Israel, Tal Paperin.  

In this episode we discuss what you need to know about your business before you establish your sales strategy, the importance of knowing your prospect, including their cultural nuances and how marketing and sales teams need to work together to properly execute a strategy and get results.

 

Takeaways

  • Make sure you have a strategic plan from day one. You need to determine your plan, the how, and most importantly, the why.
  • Don’t break trust! You can lose your reputation as a company and it can cost you your business. Trust is hard to earn, yet easy to lose.
  • Make sure you do research into your audience and their cultural nuances in order to properly target them. It’s important to adapt to the customer.
  • Sales is a process that involves different departments.
  • Make sure you know what lead generation is and the difference between a lead and a prospect.
  • Use this ratio in your sales strategy. Aim for 80% value and 20% exposure of some sort. The most important thing you can offer prospects is value. Focus on delivering that value.
  • Marketing can push any item but it’s on Sales to close the deal.
  • Think about the long-term plan. Your company will suffer if your product fails because you were too focused on getting paid and not focused enough on long-term planning.
  • If you want something, go get it! Having a proper plan, with proper follow-up and proper execution will inevitably get you the results you are looking for.

 

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Creating Your Unique Brand - Eric Crews - Hard Corps Marketing Show #33

July 12, 2018

Gear up for a great episode packed full of inspiration and tips about creating your unique brand from President & Founder of The Crews Coaching Group and Collegiate Entrepreneurs, Inc., Eric Crews. 

Learn all about how to determine your brand uniques, their importance to your sales and marketing strategy and which common myths to avoid when developing your brand building strategy.

 

Takeaways

  • Measurement is crucial. Make sure all your measurements are pointing to leads - and those leads should turn to revenue.
  • Have all your differentiators figured out and make sure you uniques can be measured in three or less.
  • The best marketing is not the prettiest, but is the clearest.
  • Aim to produce rhythmic, sustained, messaging. Write blogs and emails that are useful, easy to digest and go out at the same time each week.
  • Be committed to consistency rather than trying to be sexy, because sexy can get expensive.
  • If you want to run a great business you have to be focused. It doesn’t cost money, it costs time and discipline.
  • Know your uniques. You have to know what value you are providing your clients.
  • Self-improvement is connected to humility. Strive to be humbly confident.
  • Remember the EOS (Entrepreneur Operating System). It’ll help you stabilize your business so you can focus on a strategy.

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Sharpening Your Sales Strategy - Garner White - Hard Corps Marketing Show #032

July 5, 2018

Get out your notebooks for this insightful episode about building a high caliber sales career with Sales Manager and Regional Vice President at Salesforce, Garner White. 

We discuss the many challenges that are common in a sales career, the importance of setting attainable sales goals and of course, smash some serious myths.

 

Takeaways

  • Focus on doing the little things well. That’s the best way to do the good things well.
  • Set simple sub-goals and check back in on them after a short period of time to stay on top of them.
  • Be realistic with your goals and metrics. It’s okay to have big goals but in order to get there, set realistic, smaller ones.
  • Remember, there are other ways of building value other than dollars. You can also build value through developing lists and databases.
  • Be transparent about your current marketing situation. Don’t pretend to be at step 10 if you’re only at step one.
  • Know your buyer, the areas your people are at and the things they can relate to.
  • You’ve always got to be on your game. Keep you skills sharp. It takes a lot of hard work and endurance and it’s not an overnight success.
  • Research and know your client’s business so you can provide intent and context with your conversation. It’s hard to sell to them if you don’t know anything about them.
  • Courage isn’t fun. It’s okay to be scared or nervous but courage is the decision to give it your all despite your doubts of success.
  • Learn to work with others as a team; it helps keep you accountable and creates a much better work environment. You’re not going to be successful as a lone wolf.
  • Associate yourself with positive, like-minded people. Avoid toxic mentalities and tendencies to complain.

 

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Mastering Account Based Marketing - Sangram Vajre - Hard Corps Marketing Show #031

June 28, 2018

Challenge your marketing know-how and flip that sales funnel upside down as we discuss Account Based Marketing with the creator of the flip my funnel movement, Chief Evangelist and Co-Founder of Terminus, Sangram Vajre. 

Learn all about what some of the most important marketing trends are today, how to align Sales and Marketing to work together to solve your clients’ problems and what it takes to become part of a massive, marketing movement!  

Takeaways

  • Keep in mind that what matters now is engagement and whether those that matter to you are engaging with you.
  • It’s important that both Marketing and Sales understand what their role is. It is not to be the hero, but to be the hero-maker.
  • Your customers are engaging with you to solve their problem and just need a little guidance. Give them the guidance they need.
  • To get the most out of ABM you need a strategy. In order to do that you need to understand who your peers are, which companies you need to pursue, and what kinds of sales cycles you have.
  • Sales and Marketing should not work in isolation; they need to work together. They should have the same goals, results, metrics, and measurements to increase efficiency.
  • Align your Sales and Marketing vocabulary. Both are looking at the same numbers, so why should they use different terms for the same things? 
  • Avoid calling the people you're trying to sell to as prospects. Instead think of them as customers and future customers. What you call people is how you’ll end up treating them.
  • Remember to use the Fit, Intent and Engagement model.

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Legendary LinkedIn Lead Gen - Jake Jorgovan - Hard Corps Marketing Show #030

June 26, 2018

Now’s your chance to enhance your LinkedIn prospecting prowess with expert advice from world traveler, digital nomad, and entrepreneur, Jake Jorgovan. Jake is the founder of Lead Cookie, a very successful company specializing in LinkedIn lead generation and prospecting services.

Learn all about the importance of using a killer LinkedIn headline, how to wisely and effectively target new LinkedIn prospects, and how to boost your personal motivation to dominate your LinkedIn networking goals.

 

Takeaways

  • Make sure your LinkedIn  headline is eye catching, specific and uses a positioning statement like “I help X do or accomplish Y through Z.” X is your target audience, Y is the benefit that you bring them and Z is what you actually do to serve them.
  • Set up your profile less like a resume and more like a website sales page. You want it to talk about your customers, the problem they're facing and the solution you offer them.
  • Don’t make it about you, rather make it about your prospects. Making it about them is a much more powerful approach.
  • Being specific about value proposition and how you're positioning yourself in the market is crucial to your results. If you’re too general, you won’t get the best results.
  • If you can get someone from a completely cold outreach to respond to you and eventually buy from you, then you've got a really good value proposition that cuts through the noise.
  • Get a dialogue started by asking questions and not pitching right from the start. Creating a conversation about their profile, or what they’re doing will grab their attention and also keep your brand integrity.
  • Use impact filters to organize tasks and keep yourself on schedule to accomplish your goals efficiently.
  • Be intentional about something before you actually dive into it.

 

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Scaling Sales Teams - Jeremy Pound - Hard Corps Marketing Show #029

June 21, 2018

Take your sales strategy to the next level with powerful insight about Sales and Marketing alignment and how to successfully scale your sales team. It’s time to boost your CRM success and who better to teach you about it than the “CRM Guy”, Jeremy Pound. 

You will learn new sales strategy tips, gain confidence in finally using a CRM and smash common sales misconceptions to bits. Get motivated to develop a team of your dreams that’s destined to gather leads by the hundreds and maximize your sales results.

 

Takeaways

  • Adoption is key. You’ve got to learn the culture of your sales team. Roll out a CRM in bite sized chunks that people are actually going to use.
  • Strive for the show, not tell environment. When you have a sales meeting, it should be, hey, let's see what you did in the crm. Let's look at the numbers, let's look at the results.
  • Determine key metrics for your team to help them make progress. Providing actionable feedback helps a team win.
  • If you can, try to run your sales process like an assembly line. It's all about consistent star points, consistent process, consistent endpoint.
  • Chase the fat deals and strive to have the fattest pipeline possible. Use the FAT acronym, fit, ability and timing.
  • Don’t forget that qualification can actually make people feel good.
  • If you're humble, hungry and you listen, you may not have to go the traditional route that everybody else does. It’s okay to try something different.

 

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Create Content that Sizzles - Dave Kustin - Hard Corps Marketing Show #028

June 14, 2018

Want to know what it takes to develop awesome content that rocks your marketing plan out of this world? Gain valuable insight from entrepreneur, creator, athlete, and best of all, bacon lover, Dave Kustin. 

You will learn what is best to keep in mind when creating your own content, the benefit of understanding your customer by putting yourself in their shoes and why creating with heart is highly important to developing a winning content plan.

 

Takeaways

  • Some content is evergreen (lasts forever) but other content is not. It can expire.
  • Build content libraries that last so they can continue to work for you forever.
  • Your content reflects your brand voice more than your About Us page or Services page ever will.
  • Part of every business is to be helpful and whether or not you sell a product or service, being helpful is delivering value.
  • Approach all your content in the storytelling format. Each person has a distinct story and that’s how people are.
  • Be conversational. People want to be spoken to like they are humans with a voice they will understand.
  • Collaborating with the customer to really understand them is critical.
  • Dig deep into the mindset of your customer to understand the thoughts and feelings they have before they take action. This will help you speak directly to them.

 

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