The Hard Corps Marketing Show
Fishing for the Right Prospects - Bill Kenney - Hard Corps Marketing Show #222

Fishing for the Right Prospects - Bill Kenney - Hard Corps Marketing Show #222

October 16, 2020

When looking for prospect buyers it is important to really know your buyer persona, as well as, each prospect’s pain points. Is there more we could be doing now to help weed out the best candidates sooner?

A Marketing Leader, Mentor, Speaker, Founder and Chief Pot Stirrer at Soft Land Partners, Founder and Client Advocate at MEET, Bill Kenney, shares how to seek out true prospect buyers and build valuable relationships with them.

 

Takeaways:

  • What keeps your buyer persona up at night? Create offers that illuminate that pain and show how you can ease it. Be empathic towards your target customer and communicate to them in a way that is attractive to them. 
  • A prospect customer needs to have three requirements: a need, money and urgency. If they do not have these requirements then they are not a prospect customer.
  • Strive to have the wisdom to not be sure and be okay with testing. Set up your marketing so that it is flexible in a way that you can test and validate ideas.
  • “The more non-prospects you have, the more diluted your time becomes rather than dealing with the people who are convertible.” ~Bill Kenney
  • After you covered the agenda of the meeting with a customer, ask them what else they are trying to solve whether it be directly related to you or not. This builds a relationship of value over price.
  • Career advice: Start entrepreneurship early and get as much experience with internships as you can.

 

Links:

 

Busted Myths:

  • Don’t give away products that your company does not sell. Think about who you are attracting. You want to make offers that align with what you are trying to catch. 

 

Ways to Tune In:

Passing The ABM Torch to Sales - Christelle Flahaux - Hard Corps Marketing Show #221

Passing The ABM Torch to Sales - Christelle Flahaux - Hard Corps Marketing Show #221

October 15, 2020

Account based marketing is all the rage in the marketing community, but are we thinking about it in the correct lens?

A Marketing Thought Leader and VP of Marketing at Fortress IQ, Christelle Flahaux, argues that Account Based Marketing should be overseen by the sales department.

 

Takeaways:

  • ABM is not new. Field marketers have been doing this for decades; technology just caught up to make it easier.
  • Every account is different. You have to understand your customer and how your product fits with them to make them open the door or react. No piece of technology will magically fix that.
  • Do your research! Understand your account’s likes and dislikes to do something that is relevant to that person. This is key for any ABM strategy.
  • Put the power in Sales’ hands when it comes to ABM. They are the ones having the conversations with accounts! Otherwise it will be just like any other inbound campaign.
  • It is difficult to find a product marketer who is a perfect fit. Instead, look for someone who truly understands the product and has experience speaking with customers 1:1.
  • Career advice: You don’t always have to be right, but you do have to try. You learn the most from your biggest failures.

 

Links:

 

Busted Myths:

  • ABM should not be our demand gen strategy. Instead, ABM should be used as a part of an integrated marketing strategy on the sales end rather than the marketing end.
  • Buying a piece of technology isn’t going to fix your ________ problem. There is a lot of strategy and thinking that needs to happen before you are ready to fix a piece of technology that compliments that strategy.

 

Ways to Tune In:

True Buyer Intent Discovery - Tom Hessen - Hard Corps Marketing Show #220

True Buyer Intent Discovery - Tom Hessen - Hard Corps Marketing Show #220

October 14, 2020

Marketers often look at metrics such as how long prospects spend time on a page or how many clicks they get. However, are marketers really learning anything about the intent of their buyers in this way?

A Business Leader, Software Entrepreneur, Consultant, CEO at 9Lenses, Tom Hessen, delves into the intent of buyers and how to assess their needs.

 

Takeaways:

  • Marketers are often incentivized by quantitative leads. Unfortunately, this damages the sales and marketing relationship, especially if the “leads” they are presenting aren’t ready to talk to sales.
  • Assessments are an incredible way to add value to the prospect while educating them on all you have to offer. They are tailored and personalized to fit their needs.
  • Discover calls as we know them need to die. It all starts with marketing. Find the prospects true business needs before sending it to sales.
  • No matter if you have known your prospect for 5 years or 5 days have them take the assessment before you have a discovery call. This will educate them and yourself to progress further faster.
  • Interactive content is more engaging for your audiences at the top of the funnel. This is a great opportunity to add more value and personalization.

 

Links:

 

Busted Myths:

  • Marketers can not know something about a prospect by the measurement of intent such as what they viewed or how much time they spent on a page. This does not show their viability as a buyer.

 

Ways to Tune In:

The Training Mindset that Builds Business - Darrell Alfonso - Hard Corps Marketing Show #219

The Training Mindset that Builds Business - Darrell Alfonso - Hard Corps Marketing Show #219

October 12, 2020

We have all heard the saying “There is no I in team.” It takes communication and collaboration to really make a project successful. Then why do we still struggle with cooperation in groups?

A Marketing Automation Leader, Technologist, Speaker, Marketo Champion, Global Marketing Operations Manager at Amazon Web Services, Darrell Alfonso, shares his experience in project management and success.

 

Takeaways:

  • Miscommunication occurs often if there is not an open conversation on project objectives. Remember that not everyone thinks like you or has the same goals.
  • “Find what works well for your customers and make it even better.” ~Darrel Alfonso
  • When it comes to project management for mid-sized companies, be sure to keep your stakeholders updated and motivated with milestones to get something successful through the door.
  • Don’t discount the value of experience. People who have more experience have had more time to understand and pick up patterns. 
  • Build with a Training Mindset. Train others and build your processes and programs with the idea that other people will use it!
  • Career advice: Work hard but find the time to relax.

 

Links:

 

Busted Myths:

  • Marketing success cannot happen in a vacuum. Great success needs the cooperation and collaboration of 10s, 100s of people to really make an impact on business.

 

Ways to Tune In:

Marketing Negotiations Ninja - Mark Raffan - Hard Corps Marketing Show #218

Marketing Negotiations Ninja - Mark Raffan - Hard Corps Marketing Show #218

October 9, 2020

B2B marketers are great at the bottom of funnel content, but we tend to forget that top of funnel content is just as important for our consumers.

A B2B Thought Leader, Entrepreneur, Host of The Content Callout Podcast, Host and Founder of The Negotiations Ninja Podcast, Founder and Head of Marketing at Content Callout, Mark Raffan, delves into connecting to consumers through top funnel content. 

 

Takeaways:

  • If you really want to connect with your audience then you are going to need to know them on the deepest level. Understand how they have fun, their family, activities they like to do, etc.
  • Weekend words are the language that your audience uses when they are at home on the weekend. Look at ways to incorporate those words into your content to appeal to your target market.
  • Now is the time to be investing in good content production whether that be written, video or audio. This could set you apart in today’s hyper digital world.
  • Top of funnel content is just as important as bottom of funnel content. Consumers need to be educated about your service or product, as well as, why you are the best choice before purchasing. 
  • Tips for negotiation:
    • Always ask for more than you expect
    • Plan, Prepare and Strategize
  • Career advice: Take more risks!

 

Links:

 

Busted Myths:

  • B2B should be balanced between bottom and top of funnel content they put out. Both sides are important.
  • You do not have to be corporate all the time. It is okay to not take yourself so seriously. This makes you look stuffy and less approachable or entertaining for the target audience.

 

Ways to Tune In:

The Content Marketing Jedi - Lucy Graham - Hard Corps Marketing Show #217

The Content Marketing Jedi - Lucy Graham - Hard Corps Marketing Show #217

October 8, 2020

Everyone believes that they have great content. However is your content connecting with your audience in a way that is benefiting their customer journey?

A Marketing Leader, Salesforce and Pardot Specialist, and Marketing Strategist, Lucy Graham, chats about the importance of having content that is relevant to your audience.

 

Takeaways:

  • Focus on getting your message across in a holistic way that matches the buyer’s journey. The key piece is catering to their needs and wants through content.
  • Get leads from target accounts that are engaging with content such as webinars and digital media that have people click forward. These are warmer leads because they show a peak in interest with what you are providing.
  • Have live speakers and engagement in your content. This will ensure that you are getting what you want across while being relevant to your audience.
  • Be open to getting feedback and collaborating with other people. Just because things have been done the same way for so long doesn’t mean new ideas won’t work too.
  • Career advice: Seek the positivity in all your opportunities.

 

Links:

 

 

Busted Myths:

  • Everyone thinks that their content is what people are expecting and want. In some cases, it has become so inverted that the content is all about the company and their goals rather than the customer journey.

 

Ways to Tune In:

Marketing To Sales - Ashley Estilette - Hard Corps Marketing Show #216

Marketing To Sales - Ashley Estilette - Hard Corps Marketing Show #216

October 7, 2020

Sales and Marketing alignment is essential to a customer’s journey. How do we bring each department together for full brand harmony?

A Marketing Leader and VP of Integrated Marketing at Enverus, Ashley Estilette, discusses how to market to sales and boost alignment.

 

Takeaways:

  • Your brand needs to be representative of how your sales and product teams are talking about the company and what you offer, otherwise the customer experience becomes fragmented.
  • Start by having your top of the funnel be your demand gen engine and focus on getting things automated. Then start going into the creative piece.
  • The buyer’s journey has changed in this digital world. Revisit the diversity of your marketing playbook and create a range of different content to be aligned with their journey.
  • Augmented reality is a great way to create a fun experience for the customer. Remember: many customers buy based on an emotional experience.
  • Everything you do needs to be in line with your go to market strategy. Make sure your coworkers know the company's vision and brand!
  • Career advice: Roll up your sleeves, get in the weeds, and raise your hand for projects! Attitude is everything.

 

Links:

 

Busted Myths:

  • Sales should be Marketing’s number one client. Marketers have to sell themselves to sales just like sales have to sell to clients, in order to build trust and bridge gaps.

 

Shout Out:

  • 35:11 Eri Morita

 

Ways to Tune In:

The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing Show #215

The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing Show #215

October 5, 2020

There is a constant battle for control between the sales and marketing departments. How do we combat these disproportionate power distributions and hold each other accountable?

A Marketing Leader, 2020 Top 10 SaaS Branding Expert, Top 19 B2B Marketer To Follow, Sales World Top 50 Keynote Speaker, CRO at VanillaSoft, Darryl Praill, shares how marketing can level the power scales with their sales counterpart and bring alignment between the two. 

 

Takeaways:

  • Create a service-level agreement between sales and marketing on marketing qualified leads. This helps define sales’ expectation of a lead to reduce disagreement later on.
  • Service Level Agreements help to keep both marketing and sales accountable to their agreed upon responsibilities in the lead to revenue process.
  • Lead definitions evolve because you are learning more as you sell more, especially in new markets. It is ok to update your service level agreements that define what a qualified lead is for your organization, in order to enforce accountability.
  • When looking at new technology, look at it from two points of view: user adoption and what your long term integrated options are.
  • Career advice: Look at how the rest of the organization works, how you influence them, and how they influence you.

 

Links:

 

Ways to Tune In:

Demand Gen Reimagined - Sandra Rand - Hard Corps Marketing Show #214

Demand Gen Reimagined - Sandra Rand - Hard Corps Marketing Show #214

October 2, 2020

It is time to switch up your demand generation marketing! From webinars to gated content, there are unseized opportunities to personally connect with customers.

A Marketing Leader, Performance-focused Digital Marketing Professional, Director of Marketing Communications at Thrasio, Sandra Rand, discusses how to drive volume through demand generation and digital marketing.

 

Takeaways:

  • Get out of your comfort zone! Look at the bottom of the funnel for if your customers are converting at a place you want them to or if they are high quality leads.
  • To connect with people there needs to be community around your content. Stop hiding behind forms! Create some serious value that is not a trade off for a lead number.
  • Do not be afraid of opening up Q&As on webinars. Most people come with one main challenge they need guidance on. Make it a multichannel experience.
  • When creating more content don’t follow what everyone else is doing. Make it more raw and conversational in order to drive engagement and community.
  • Career advice: Trust your gut.

 

Links:

 

Busted Myths:

  • The Demand Gen playbook is tired! It is time to get creative and rethink how you engage with your buyers.

 

Ways to Tune In:

The Fractional CMO Career Ascension - Casey Stanton - Hard Corps Marketing Show #213

The Fractional CMO Career Ascension - Casey Stanton - Hard Corps Marketing Show #213

October 1, 2020

A Marketing Leader, Marketing Coach and Consultant, Fractional CMO, Speaker, Podcast Host of Your Perfect Marketing Strategy, Founder of CMOx, Casey Stanton, delves into an alternative ascent for a marketing career.

 

Takeaways:

  • A Fractional CMO has the benefit of long-term contracts like a CMO. This allows for more stability in the business, stability in income, and work with the best clients.
  • Fractional CMOs are a happy medium between marketing consulting and CMO. It gives you authority without the unnecessary noise in an organization.
  • Becoming a Fractional CMO before a CMO will allow you to have more experience in strategy. This will make you more appealing for the promotion.
  • Have more legs that support you. Instead of having a few high priced clients acquire multiple clients. This allows for more stability and a cushion if a client leaves.
  • Career advice: Focus on the slow to change aspects in your life and you will have less anxiety about the future.

 

Links:

 

Busted Myths:

  • You should not have to wait 17 years to ascend in your career as a marketer to become a CMO of an organization. The wait is unnecessary as the role of the CMO is the shortest lived executive role.
  • Marketing consulting is not a stable income stream. It is tough to always have recurring revenue.

 

Ways to Tune In:

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