B2B: Sales & Marketing Strategy With Pam Didner


(upbeat music) – Hi, this is Pam Didner here. Thank you so much for
coming to my website. Browse around and take a look, but in the meantime, I would
like to introduce myself, who am I, what this website is about, what you can get out of
it, and also what do I do. Pam here, I’m a B2B marketing consultant with 20 years of corporate experience. That means I’ve been on the client’s side most of my career. And I fully understand the challenges of a marketing organization and also the differences and the interactions between sales and marketing. Why? Because I’ve been there. I know. I feel that I actually
have a lot experience and the know-how. And I created this website to share that. I also wrote two books you can see on the bottom: Global Content Marketing and Effective Sales Enablement. And Global Content Marketing is really about how to scale content across the region and
Effective Sales Enablement is really looking to how marketers can better support sales, but really from a marketing organization’s point of view. And my forte is really trying to make effort to
help marketers to accelerate their contribution to sales through account-based marketing,
content marketing, and sales enablement. You can schedule a call with me. You can go to the contact page. If you need a speaker… (tongue clicking) All right? I’m actually a very good speaker. Okay, I’m bragging. (laughing) You can check out the
topics I can talk about in the speaking page. And I also create content in multiple different formats: blog, video, and a podcast. So go to the knowledge page, and you can check them out. If you have any questions,
you know where to reach me. All right, talk to you soon, bye!

4 Simple Ways to Crush B2B Marketing


– All right, so in this
clip we are going to talk about four ways to crush B2B marketing for this year and beyond. But before we do, if you enjoy clips around marketing business,
entrepreneurship, don’t forget to subscribe
because, well, you want to grow, and we also wanna grow too, right? So, we do a lot of B2B
marketing on the agency site with our software as well and even this podcast, kind of B2B too. So, what do we do around B2B marketing? If you are doing a, let’s say you have a B2B SaaS product or even, any product online at
all, so do a free trial, and instead of doing a 30 day free trial or instead of doing the 21 day free trial or a 14 day free trial,
do a seven day free trial. There’s a guy out there that
works, his name’s Tom Tunguz, and he was on my podcast
a couple years ago, and he’s really good,
he’s a venture capitalist but he’s also really good
with statistics, right? So he surveyed about 600 B2B companies and he pulled up a bunch of numbers, and it doesn’t matter
if you’re doing 30 days, 21 days, 14 days, even seven days, the conversion rate is the same,
so shorten your free trial. So first do a free trial, and then shorten the
length of your free trials. Second thing is when it comes to when you wanna crush B2B marketing, think about product-led growth, so I just talked about the free trial, but is there any way you can do freemium? So freemium, if you look at HubSpot, they are completely free now. So if you wanna unlock
all their other features in their CRM, if you wanna unlock sales, you wanna unlock marketing, it’s all, there’s a little lock button next to it, and you have to pay for those features but freemium is a very
powerful marketing strategy because what you’re doing
is you’re risking a lot and you know that, maybe if
you get 100 freemium users, maybe only five if you’re lucky will end up paying for your product, so it’s a big gamble
that you have to take but you look at Neil has paid
$250,000 for Ubersuggest, and his payroll for Ubersuggest right now is pretty expensive, I
think it’s five figures or even six figures a month right now, but it’s a completely free tool, and then what he’s doing
now is he’s building so much goodwill people,
it’s getting a lot of links, it’s getting a lot of usage from it from people all around the world. And, if you think about HubSpot, if you look at what Neil
did, freemium is a way to go. Number three, if you
wanna crush B2B marketing, you have to go omni channel. Right now, too many people are
relying on paid advertising, they’re saying, “Oh, let’s
just rely on Facebook, “let’s just rely on Google Ads.” But you cannot just rely
on that as a channel, you have to combine it
with other channels, you have to combine it
with maybe freemium, you have a freemium product,
maybe you combine it with the content marketing
that you’re doing, with the email marketing
that you’re doing. So everything is, you’re
making it one omni channel type of approach, instead of just saying, “Oh, we’re gonna rely on
paid ads, because again, the CAC to LTV ratio, the
cost of acquiring the customer versus the lifetime value of a customer, that’s evening out right now
because the ad platforms, namely Facebook and Google,
the duopoly right there, they’re getting more and
more expensive for you. Number four is think about what you can do with your customer data. So we like using customer
data platform like Hull.io, and Hull.io lets us identify
all the different IP addresses that are visiting our website,
and if they look good, and if they fit our ideal client profile, maybe their Alexa scores under 100,000, maybe their revenues are
estimated over $50 million a year, maybe they’re fit for us and we’ll dump them into an automatic, a company’s marketing
sequence in outreach. So there’s a lot of
things we can do there, but taking advantage of
the data that you have, I think that’s gonna become
more and more of a trend, as we go on to, well, as
we go on with this year and then the next year as well. So there’s four ways
to crush B2B marketing, there’s a lot more that we can talk about, I actually wanna add more things in this, but we’re just gonna keep
it at four for today. Let us know in the comments
what you think we’re missing. Let us know if you agree or disagree, and also let us know what you plan to use from these four strategies that we’re talking about right now. And don’t forget to
rate, review, subscribe, whatever platform you’re on, and don’t forget to
check out the next clip, if you wanna continue to grow
and we’ll see you tomorrow.

Get the right B2B Marketing advice first and STOP inconsistency as it’s a business killer!


Hi my name is Nigel Maine, I’m the founder and Managing Director of SalesXchange. One of the things I wanted to talk about today was the issue of consistent income, consistent business, consistent new business at that. You don’t really need me to expound or expand on what it means when you don’t get consistent new business, but for those of you that want me to just not prove a point but to demonstrate that we know where we’re coming from and what we’re doing, new business doesn’t just happen. We know that, new business happens as a, As a result of consistent, regular exposure to people that you’re able to tell your story to and that’s, that’s it that’s it. That’s the bottom line. How many people you get to tell your story to and the less frequently you do that, the less new business you get to enjoy. So one of the problems with businesses is that you, we, I, can employ anybody that we want, we can. We can recruit financial people. H.R. people, admin people, I mean that technical people you name it we can get hold of anybody that we want. But the biggest problem is getting hold of decent marketing people and decent salespeople and that that they’re necessary not exclusively but connected. They have to be connected they have to know what what the the end to end story is about the company started marketing and it finishes with sales. One can’t do without the other one is not more special than the other just because some salesperson goes and closes the deal. You cannot detract from the efforts that have gone in by marketing over the previous year 18 months of keeping information content out there. If that’s what you do and if you do then that’s great. But we’re not talking about businesses that are making it and doing it. We’re talking about businesses that tend to struggle. I mean that’s what business can be about. It can be a struggle cause some of the foundational building blocks not there and they’re not being exploited on a regular basis. So if you look at your your your your business your new business and your new business activities you have to see and evaluate what what you’re doing. And it could be difficult because it’s not the smoke or but something happens within businesses that that stops people managing directors that is from being able to see the wood for the trees. There’s so much going on and I came across Funnelytics some while ago and Funnelytics is a platform that you’re able to track and and follow your workflow from generating new business online so you can have a banner from a banner to a to a landing page and a video and have a form fill that links to an email series, which links to information being sent out which links to call to actions, which link to people signing up. And so it is the ability of looking at your exploded method of operation and seeing where people come in, what they connect to what their reaction can be to something that you’ve presented to them and how they become customers. And so it’s looking at the not the customer experience, but the prospect experience you know people are so keen on on looking at or what do we do for the customer. How are we doing this for the customer. But when it comes to the prospect, does that prospect journey look correct. Does it work? And a lot of people don’t know if it works properly or not. Well we just keep sending out I mean is this some statistical information that says it takes about 10 give it to call it 10 because the numbers are easier. It takes about 10 direct connections, 10 touches to get an organisation to recognise you so you go OK we send out 10 emails for argument’s sake say that 10 emails Ah wait a second. Only one in three get through because of spam. Spam folders and and people don’t take any notice or they delete it straight away and so on. So if one in three get through that means you got to have 30, so you got to have 30 things that are being sent out that can precipitate an engagement by a prospect to your company but you couldn’t send 30 out in a day or one every day because you know if someone did that to you you’d get the needle. You’d be furious! How dare you keep spamming me every single day, so you got a spread out over a period of time. Yet there are different touch points and different locations where you can put things like on social media or you send something or you post something or you invite them to something and the list goes on. So what we do as business owners, we have to determine what’s being done via marketing because if you’re not getting excuse me if you’re not getting consistent business right now it is because your marketing team aren’t doing it accurately or properly. So there needs to be some adjustments made but the buck stops with you because you hold the purse strings so that the important thing to look at is what can you do. To start moving things down the correct path to get that new business happening and the knock on effects are staggering you think about it. So. So you create a mechanism a structure that delivers new business on a regular basis. It’s not dependent on the weather. It’s not dependent on some salesman. It’s not based upon someone who’s got the gift of the gab who’s got a good area or anything like that, it’s based upon you as an organisation being in control of it saying right we’re going to send these this information out we’re going to be consistent with this. I mean it’s this this isn’t particularly P.C. but my view is if they’re not performing sack them it’s as simple as that. If you’re not doing it get rid of them, because they’re no good to you. Someone turns round to you from a marketing perspective and says I need you to spend 60 grand and most people’s response is you’ve gotta be joking I’m not doing that. But you’d take someone on and pay them 60 grand a year, on a promise, on the basis of what they did with their previous company they did okay there they proved to you at the interview stage that they did the figures that they say they did but they may have lost it. They might’ve got complacent and got lazy and… Who knows. You don’t know but if if if you look at the way the salespeople work they they don’t split test themselves. They don’t say right I’m going to go to this appointment I’m going to say this I’m going to go to this appointment to say that and see which one comes out the best they can to just go Well I’ve always done it this way I’m going to make sure I do it the same way and hopefully I’m gonna get another deal and nobody sells to everybody they speak to you they just don’t. It’s just never happens that way. So that’s that’s why we’re really keen on helping organizations systemise their marketing, win with your marketing and you could employ any you know you can attract any salespeople you want I would much rather organizations had less sales people but were able to sell more. kit, simply because they’re using marketing tools and marketing strategy strategies and structures to ensure that they’re getting consistent inbound traffic so you look at the bit the first part of this and the first part is if you’re not getting consistent business a company’s got a problem and it’s stressful. The knock on effect of not getting consistent businesses is awful because it’s almost like looking at the lifetime value of the customer. And if you’re not realizing that lifetime value it’s going to cause problems you going to start having deals fall out of bed and or not supporting people properly because there’s not enough money to do it. And the knock on effects is shocking so if you get it right in the first place and get your new business mechanism nailed down in the first place it means that your your flow of new business is simpler and more consistent but then it also means that the way that you’re able to look after your customers long term is also consistent. And so that’s the that’s the transition so you go from is it was like not the fear factor but you’re not I mean it being being stressed out because there’s not enough business happening on what other sales guys doing so on to right. We get inconsistent business come in on a on a regular basis. That’s fine. Let’s keep working on it keep building on that because once you start realizing that new inquiries will drop in from that consistent new business activity you can start planning how many salespeople you need. Do you need to take on more. I would mind one. I want my salespeople rushed off their feet and we just can’t handle the leads. Great. I’ll take someone else on, in addition, instead of the leads rubbish, marketing are failing, we know we’re not getting any new inquiries. I’m having to do cold calling myself, I’m having to act like a BDR and go on go on LinkedIn and try and find new business, nonsense. They shouldn’t have to be doing that. My view my record my most desired recommendation. You have a great marketing team, a great bunch of people that are generating this information and generating these inquiries and it is consistent and your salespeople go out and close it, that’s it, it’s not we all know is a numbers game, it’s always been a numbers game, but the key is to be able to manipulate the numbers, to tweak the numbers, to tweak the activities, to improve it to make it happen. And that’s not unfortunately that what doesn’t happen because sales people not salespeople, marketing people are. I’m a marketer so but but I’m going to say marketing people don’t take risks very few, because you can sack them. If they, if they mess up you come and go. You may start be fired I get someone else in and you take someone else on who says oh look why did in my previous job you go Great we’ll do it here then, not realizing that that way doesn’t work anymore. He’s changed. So whether you’re looking at video or or or whatever type of content you’re looking at producing consistency is the key. Absolutely the key, because there’s no point wasting. I don’t think there’s no point wasting money on loads of salespeople paying big salaries company cars and all the other stuff that goes with it and the cost of training them up but marketing play second fiddle. Absolute madness. So that’s the kind of the driver here which is inconsistent new business is a result of inconsistent marketing I wouldn’t bother about salespeople, so that the next part is what’s the change what would you change this. And in simple terms because you know we’re not we’re not saying well here’s our product. You must buy our product and this is the answer to your or your problems. It’s not about that. It’s there. There are two key strategies and that the first one is we call it social. 3 3 4 and social 3 3 4 is about producing 3 content items and publishing them three times a day on social media over 4 weeks. 3 3 4 and then you repeated and the point of this is that you do you produce all of this information and content in advance. Don’t do it one at a time do it all in advance you can adopt not adopt. You can appoint different resources as far as contractor are concerned right. I want all this work done in advance upfront and by doing it in advance upfront. If you were to lay it all out on a whiteboard per se or big screen you can see all of your videos, all of your blogs, all of your landing pages, all of your adverts, all of your podcasts and to see what they look like as as you kind of flow month to month, week to week to week and so on. You go ah! that looks good. I’m happy with that I can see I can see our ‘tone of voice’ and so once that starts moving and you’ve got you’ve created this journey this prospect journey then you you’ve done the work you publish it automatically using Edgar or some of these other automated platforms and wait for the inquiries to come in. And then you’ve you know you’re going to send that information out to people that are either already on your list or you’ve already got data in an email list or someone like that and you’re able to communicate with them. So I can see this new content coming out. There’s a message here. You know get make sure you’ve got your brochures. I mean we could we can only speak from our own experience. We always do. We’re doing it, works for us! And this is the this is the key thing. You know you did the great thing about marketing and about marketing entrepreneurial marketing ideas is not everybody’s going to do it that’s that really excites me because if everybody did it you can’t this becomes difficult to differentiate yourself, but because you’ve got early adopters. You can say right you do it, you do it, you do it. You have groups of people that are doing it. They’re the ones that are going to own their space on social media until the other people catch up. And that’s that’s the really exciting thing about 3 3 4 and launch which is about you know once you’ve once you done your three three four and you communicated with all these people you’re then able to say right we’re going to we’re going to launch our business down to these people that we’ve started communicating with and invite them, you invite them for lunch you invite them for an event somewhere say at a local hotel and speak to them or so you’ve got a captive audience you’re only need 50, hundred, fifty, twenty, twenty five. It doesn’t make any difference. But people that are genuinely interested in what you do. People like you! And that’s what this all boils down to you’re not trying to sell to everybody you’re trying to sell to people like you and your messages need to be clear enough and succinct enough for people to go oh, I like him I can deal with him. I see what he’s saying yep yep yep I’ve read it… I’ve seen it I’ve listened to them I’ve got the inside track on a company I feel! Because I can see and I can see them I can hear them I can you know I can watch them you know you you you’ve read the book now watch the film or vice versa. So these are all these things that get the come together and that’s what we want to encourage people to do. Do the three three four do the launch you know time to rock and roll because once you’ve once that’s happening once you’re enjoying the fruits of your labor you can take it in the next step which is to join a syndicate. You join a group of people and get access to their customers so that the social sorry, not the social but the salesXchange syndicates and one of the products, call them products, one of the products the we that we orchestrate, we sell. But the important thing is is that you know you’re watching these videos, we’re putting information out there. Because we’re doing something different. We haven’t just got videos going out there we’ve got downloads we’ve got brochures for you to download. We’ve got podcasts, we’ve got all these different methods that enable us to communicate our message and that the important thing about this is that we want to encourage you to do the same and as a managing director you can say well okay I’m up for individually going out or I’m not or I’m going to tell so-and-so to get on to this we’re going to start start doing this. You’ve got nothing to lose if you’re planning on being in business next year you have to plan for it’s just going to happen. We know it doesn’t just happen. And if you plan on being a business long term and you’re not looking just for that exit that five year exit strategy if you’re looking to do is because you what you like doing it and you good. You’re good at doing what you do. You going to want to plan for the future. So therefore here is a long term strategy for the future end of! Starting with three three four, then launch, then syndicates and away you go. So that’s all for me for now. And so the next time I’m Nigel Maine, I’m the founder Managing Director salesXchange and I look forward to chatting with you again in the next video. Bye for now.

B2B Conversational Marketing – Interview with Dave Gerhardt, Drift | Talking Stack Podcast


Welcome to Talking stack! Martech Advisors weekly news podcast. Join us as Martech experts David Rabb , Anand Thaker, Amit Varshneya and Editor Chitra Iyer talk about the things that mattered this week in Martech. So welcome back !And if this sounds a little different from how it’s been the last few podcasts because this is a Amit here and Chitra Iyer is out for this week but we’ll still have a great time with talking with David Rabb, Anand Thaker. And today we have Dave Gerhardt from Drift with that you know, just Dave, wanted to get your perspective on. You know you’ve been part of this journey you are of course leading this journey forward for the evolution of this category. what are the key trends you’re noticing in conversational commerce now and where do you see it going? There’s a big feature article that I read this morning and it was about, it was like “banking’s chat bot revolution” and I sent that to a couple of people on the team at Drift because they think you could really just swap out the term banking and just insert any industry and and have that same phrase .All these industries are getting disrupted or maybe that’s not the right word but change by chat bots and so conversational commerce to me,.The why behind all of this is that, nobody wants to be marketed to anymore. Nobody wants to be sold to and there’s you know there’s so many good studies out there from I have seen him from Harvard Business Review from Chief Digital insights from Boston Consulting Group from Forester .Forester has this great study called “Death of a B2B salesman” basically the long story short in all of them is that like 75 percent of people show up on a Web site knowing almost exactly what they want. Right. That is such a huge shift from the last decade of of you know online commerce and sales and marketing and so it is crazy to show up on somebody’s Website and get treated like you have no idea what’s going on. Today, Customers you know ,I think of myself as a customer I’m not a marketer Dave. I’m a person and as a person I have all the power in the buying process. My wife and I bought a mattress last weekend. We were laying in bed on Saturday morning or like this bed is old and it sucks. Let’s buy a new mattress and we bought a new mattress and five clicks .Two months before that we bought a new car. And the way that we bought the car was I don’t want to spend all day at a dealership getting sold to buy some car salesman right. I did all the research online. I walked in the store and I said “Hi! I would like to test drive the Highlander versus CRV, this model versus that model.” we walked off the lot and bought the car that day. And so I think those are two examples that I think, forget the term conversational commerce or whatever or conversation marketing or any of that but that is the why? Behind all of this at least to me which is, that a huge balance of power has happened where customers have all the power today they’re literally walking into your store knowing almost exactly what they want. And so therefore how you serve them as a business has to change and I think that’s that’s why things like conversational commerce are so powerful because they can bridge that gap. There is this This trust factor that’s become such a big deal and I think we talked about how this would probably be the key word for 2019 and beyond. So when I am interacting with something on a Website and I’ll think back to that demo that’s Sundar Pichai did for Google ,with you know someone calling into a restaurant and getting the whole conversation without knowing that it is actually a robot that we’re talking to. How does trust play into all of this ?when I’m not sure ,if who I’m talking to is a real person or not and what they’re telling me is what I’m supposed to hear or what you know what is real? I mean, for me this is like this is each business’s decision .I don’t think there is one rule. I can give you my advice in how we think about it which is, One of my favorite rules in copywriting or marketing at all is to like address the false beliefs and objections somebody might have upfront so they don’t think them and so at Drift the way we think about it is ;we actually don’t ever want you to think that the bot is a human. We make it very clear like and we coach our customers to do the same thing like “Hey I’m drift bot you know, our humans are actually doing work right now but I’m here to help you if you have any questions” and i think a very simple acknowledgement like that upfront says okay, And we’ve seen that completely changed the expectation of of what you get .where you know if somebody thinks it’s a human the expectations are going to be different. So so the way that I would give advice on that is is if you are a bot and you are going to use that I would just say ,”Hey just fyi this is a robot.” But the you know the robot has been known to do a very good job in helping people get what they need and I think customers don’t care. Right? they don’t care if it’s a human or robot. All they want is an answer . They don’t want to talk to something that feels stupid or doesn’t get them to where they want to go. And also, as long as you’re transparent with them and I think that’s where the trust part is .if you know I’m OK with dealing with whoever it is as long as tell me who I’m talking to. We’ve all gotten those. You know? Especially now with local dial and that my area code in Boston is 61 7 and so I get all these calls now from 6 1 7 Numbers. To trick me in and I’m sure picked up the phone and you get that operator. That’s like “Hello Dave!” And it sounds really like a human and there’s this long pause and then you get so mad because it’s a bot. So I think ,it is all just about setting expectations upfront . Just from a sales and marketing perspective, we’re not focused right now on using bots to replace humans. Maybe that’s the future, 5-10 years out but we’re using bots to actually facilitate the connection between two humans right because .I think one of the biggest challenges is ,the reason people hate sales reps or hate marketers is not because the actual people but I think they’re not incentivized to do the right behaviors. And so if you’re a sales rep at a company like ours for example and you have a sales manager, who’s pressuring you .”Dave, you’ve got to send 200 e-mails today, you’ve got to send 200 e-mails because we know that if you send 200 e-mails ,we’re gonna get X deals out of that right?Then the sales rep is going to do what they’re asked to do by their managers .To send 200 e-mails and so, they do not have the tools right now, to facilitate a great customer experience. And so we think of Bots as ‘Hey what if bots could handle kind of all that stuff in between and let marketers do what they’re good, at which is get people to your Website and let salespeople do what they’re good at and sell all day?’ talk to any sales rep right? Do they want to spend their day adding ,’Oh! I just had a call with David Rabb and now I’m going to go add 40 minutes of call notes into Salesforce.’ Hell no.!They don’t want to do that .They want to just sell. A good day for a sales rep is selling all day and so we think of it as how can bots be the layer in-between that allow people to just have conversations. One of the other things about a side from the trust is the experience of the whole thing right. Part of the experience of everything is how can we quickly get through the easy answers or the answers that are pretty much us at the superficial level. So if I’m interested in something you know, traditionally these used to be the FAQ or you get the little sales pitch online, now you can see a conversational component to this get through the, sort of the the tedious questions and answers and then once you finally feel like you’re ready for the next step that’s where maybe the transition comes in and you speak to a human you get to the salesperson then you have that really meaty conversation. And on top of that with the you know digital nature of recording all this ,one of the nice aspirations is a salesperson would be trained well enough to know that OK, well the bot or the , conversational capability has, and im kind of broadening it , not just chatbots but you know ,we’re talking about IOT devices and things like that as well. But in those cases, they have the information ahead of time . what was it before when we had phone calls, it was all about ‘Oh!well let me transfer you to this other person ,oh! Hey I need to know what’s your name again ?what’s your social security number again? You don’t need to do any of that anymore right? So this is starting to facilitate a lot of that and shorten the time to get to the meaty conversation which is what everybody needs now and for salesperson it’s a lot easier for it have something out front potentially if it’s done well in order to get through all of that and then say All right now ,Are you still interested? If you’re still interested, and I’ll spend some time with you and let’s make this conversation go. That’s why, a lot of people see what’s happening with conversational marketing and they’re like isn’t this just live chat? And the answer is NO! Because the reason live chat didn’t work for sales teams was, that was the experience! ‘,Hello I’d like to buy, Okay great! Hold on let me transfer you to so-and-so’ actually sales reps don’t want to answer chat because it’s mostly noise and support questions. And then also use all the context and then you have to start over and it’s a bad experience for both people. So I think what what all that to me comes from tight integrations with marketing automation or whatever the system of record is for that company and so I think the best companies that are doing this today set very specific rules for routing a conversation. So if you say this, we’re going to send you over here. If you say this, we’re gonna actually go and check if you’ve already been a customer and who you usually talk to, Oh! This is an existing customer, than an existing customer should see the face of the person that manages their account every time they visit the website. So they feel like they’re actually having that. So we’ve definitely thought a lot about How to do that because to your point that is the expectation that people have and the way that we pitch it is like it’s a fast lane .The fast lane concept doesn’t work if you have to then go through the phone tree again right? This stuff works if you’re not just replicating the phone tree experience and bringing it onto your website. I would love to know a little bit more Dave, if you can talk through your journey and it must be really gratifying, the growth that Drift has and it’s pretty ubiquitous right now on B2B sites. So tell us a little bit more. I’m sure, you know it’s not been all great all along so we’d love to hear a little bit of that? Some people still use the old headshot of me. I had less bags under my eyes and a lot more hair when I first started that drift but it’s been an amazing ride and I think the initial idea when they started the company was like Look! Messaging, this concept of messaging is starting to eat the world and it seems hard now because things like slack are ubiquitous right? But 2015, Like not every company was using Slack. Like not every company had made that shift yet and so David ,the company’s founder started to see this shift of, wait a second! More people are starting to use messaging in business and personal relationships and as a result their expectations have changed. We all expect answers now on demand but then you go to a B2B company’s Website and it’s like ‘Hello! Please fill out these 15 questions And then, once you fill them out, we will send you an automated e-mail and then a PDR will chase you down for five weeks until we decide that like we can get you on the phone or not’. And so, that was really the way that I dumb down the initial story and so we actually started with with live chat and we basically came out and kind of tried to resegment that market by saying ‘Hey Look! We totally hear you, live chat did not work for sales and marketing. That’s why we built the first live chat for sales and marketing. Here’s what I mean, you you need to connect this to Salesforce and you need to connect it to marketo for lead scoring and do all this stuff’ and so that got people to think like OK! Maybe this might work but the key thing when things really took off for us was about 3-4 months after we launched the initial version of drift which everybody thought was just live chat.We were building a bot in the background the whole time because we knew that the biggest objection people had with live chat was the signal to noise ratio. Deals that came in via live chat convert at a really high rate and they close really fast because the intent is high .Somebody comes to a website they say ‘hello I would like this thing now’. The problem was, there was too much noise and so to get to two deals you might have to have a 100 conversations which no sales rep wants to do and so, that’s where we thought ‘wait a second what if we could use a bot to actually filter out that noise?’ And so the very first version of the bot was very simple which is, Hi! Thanks for checking out our Website. Which department do you want to talk to ?sales marketing or support and you’d click a button. It wasn’t until we actually came up with a name for this thing which was conversational marketing that things really took off and that was such an amazing lesson for me to learn as a marketer which is, you just have to name something right. You can’t just have a podcast. The podcast needs a name! And David and I and we we spent so much time, texting back and forth about what the name of this thing is ,what is it we’re doing? We talked about message driven marketing, messaging marketing ,chatbot marketing ,conversation driven marketing. I think,if yo go back to our series B press release, I think I wrote ‘Drift the world’s first conversation driven marketing platform’. Finally we realized, we like this term conversational marketing and so we said let’s coin it. Let’s own it. And then it just became a messaging exercise. In true Marc Benioff Salesforce fashion which is like, once you have that message you just have to hammer it over and over and over again. But it wasn’t until people started saying it back to us? That we believed that it was real. It’s not enough for us just to be like we do this thing called conversation marketing but all of a sudden we saw marketers that all these different companies pop up being like I’m doing conversational marketing ,I’m doing conversation marketing and so the industry started to take hold of this and then I actually think it was May of 2017 that Gartner issued their first report. ‘Cool vendors in in whatever technology’ that was the first time that an analyst’s firm had started to write about conversational marketing and then the rise from that has just been more people in the industry and there’s definitely been a lot of intentional marketing plays in campaigns that we’ve run to help build this category beyond just Drift. So we gave people this cause which was not about drift ,which is not about technology. It was about no forms and putting customers at the center of your marketing which made it much bigger than us. Speaking of which ,we talking about B2B and we’re talking of new terms that really changed how things move. We can’t ignore ABM. So with account based marketing and B2B and conversational, there’s a lot of chat about B2B as ABM and ABM as B2B. Maybe ,you know there could be different views about that. But when you’re talking of conversationally it’s about people to people interaction. B2B It’s at the account level bringing that together. You know ,one one simple view could be ‘well I have these conversations and of course I can then aggregate them at the account level and then therefore an account view persists and then I can therefore understand what the different streams of conversation happening at accounts. But is it as simple as that ?or is there a little bit more to it? That’s an interesting angle but that’s actually not the connection. You can do that but that’s not the biggest connection that we made and we heard from our customers. The way that this connects to ABM is ,Think about what ABM means and I think Everybody has a definition of ABM but ultimately ABM to me means you are trying to market to some set of named accounts right. Period. The challenge is most marketers would then go do marketing right to those accounts in hopes that they would come to their Web site. But once you actually get somebody at that named account to your Web site, you give them the same experience that you give everybody else or you say ‘Hey! Great you’re a target account of mine. Awesome fill this forum and somebody is gonna get back to you later.’ Where ,you talk to anybody who has a named account, a sales rep wants to know if a named account is on their Web site even if it’s at 9:00 on a Tuesday night because that is their their big whale that they’ve been trying to do to get in touch with and so that connection we made was number one. What if we could alert you when a person at a Target account came to your Web site in real time. So you could just swipe on your phone and just say Oh hey! Thanks for checking out our Web site can I help you with anything?And,what if we could use a bot there to make that a much better interaction. So let’s say you’re you’re sending outbound e-mail to a target account .when that person comes to the Web site. We can then show the face of the same person who sent the e-mail and say ‘oh hey! I saw you must have gotten my email. Look I’m actually not here right now I’m on a call but my friend this bot right here can actually book A Time for us to chat later if you’re interested or just leave a message and I’ll I’ll get back to you in about an hour or two’.so that’s kind of how we’ve thought about bridging the gap between ABM and what we’re doing with our conversational marketing. Dave, That was a great example of people will come back to the Web site you’ve done a great outward campaign of getting accounts that you’re targeting but you stop there and for most marketers that is an unfortunate circumstance. You just lost all the reason you made the investment in the first place. Particularly, if you’re trying to hit people up as much as you can. Another slice of that is , this is a play that we run for our own companies. So we have it. So if you are in Salesforce and Marked has an open opportunity. So one of the sales reps at drift is trying to work your account right? If you come back to our Web site you get a much better experience than your average person, you get the face of the person that you’ve already talked to .You get a different message, you get a different greeting and then you get the fast lane to go and talk to them and so ,that that’s like a really easy change that anybody can make to their marketing which makes things more human and more connected . And that brings it to you know alignment between sales and marketing which is something we all want to do and which is not quite so easy. So you’re talking that very intimate connection. You know , the Drift system knows who the account is and who their sales rep is and how do you actually make that happen? That’s not a trivial kind of integration there. For most of our customers they’re using Salesforce as a CRM and so, we have an integration where basically you would sync all that information over from Salesforce to Drift and then you can then target those message based on the audiences you’ve created inside of drift. It’s almost like the easiest way to think about it is the same way you would target ads. It’s like if drift was connected to your database whatever that is, Marketo , Salesforce then you could go into drift and actually create audiences that display certain messages if somebody that matches that criteria shows up on your Website. So who’s making the decisions ? the technical integration is one thing and as you say it’s non trivial but it’s a fairly straightforward thing nowadays. But everybody has to agree well this is what happens when this person shows up and this is when the salesperson is alerted. This is when they’re not alerted. How involved do you guys get in that and how are your customers making that work? So to your point I smiled earlier because it is the closest we’ve seen sales and marketing get because they have to be on the same page right ,instead of just like kicking over a bunch of webinar leads to the sales reps you’re saying ‘no no no I’m giving you conversations with actual people that you want to talk ‘to so, they have to be on the same page so to create the same experience but we typically sell through marketing first and so because marketing owns the Web site . It’s almost treated as an extension of the Web site so so that the marketing person whether that’s demand gen, is usually demand gen!! You know has to then be pretty tight with whoever’s on the sales ops side of things to say ‘hey we got this new thing here’s how it’s going to work. And then the best way that people start is not rolling it out to hundreds of sales reps at once. It’s like ‘hey lets pilot this with two or three of our best reps. See if we can get them successful and then use them” to your point about sales and marketing alignment. It never works if a vendor comes in and has to do the the selling right to get the sales team excited. So you have to find a couple people inside of the company that can get a few wins and then go teach the rest of the company why it’s valuable ?how it works? And so we’ve typically seen it that way where the marketer basically controls it ,all the settings right? But it’s a very tight relationship with sales and it’s the quickest way you can make a change because you could roll it out and within hours somebody comes to your website and then the salesperson could be like ‘whoa ! I didn’t want the bot to say that. Okay hold on one second’ We made a change and so it is kind of that very tight iterative feedback. What one example that we’ve seen a lot is, more companies now after being successful with a product like Drift are actually hiring someone on the marketing team to basically own this full time and so we actually piloted this first. We moved somebody over who was on our support team because she knew the product the best and her full time job at drift is owning our instance of drift on our website and she spends the majority of her day working with two people, one the person who runs demand gen on like a conversion rate optimization side of things and then two with our actual sales team to make sure that the experience is great and they’re getting the right information and types of conversations on the website. i know a lot of organizations today the business development reps are sort of the buffer between or the connection between sales and marketing ,marketing generates leads to BDRs call them and they add onto sales whichever ones are appropriate and you’re kind of cutting them out of the loop at least out of the loop in the way that you’re describing it now it is ,which may or may not be a good thing because the whole BDR phenomenon is a relatively recent one. So I don’t know, if it needs to last but is that happening? Are you really talking about people just at a different stage? These are known accounts and they have sales people assigned and BDR still work with new folks. Yeah it’s definitely happening but we we see it as a tool to give the BDR team that’s going to create such a better experience because instead of just trying to chase people down via email. Now the BDRs can have access to drift and when one of those people shows up on the Web site the BDR can actually chat with them then book the meeting on their schedule as opposed to having to say you know to chase down this lead over email or call them 20 times until they get a response. They’re probably in most companies still doing some of the outbound stuff. But now, it’s like when that person actually comes to the Web site ,the BDR can be there to interface with them and book a meeting for the sales wrap and so the way that that would work is the BDR actually has the sales rep, the account exec’s calendar integrated right into drift and so the BDR would basically drop the rep of the sales rep of the calendar that of the person that they work with. So one of our BDR ,is his name is Kahlil he works with a guy named named Evan. He’s basically on the Web site trying to book meetings that way for Evan. The tail end of that was talking about generating leads 24/7 365 24/7. Do you have any stats?on how many inquiries or chatbot usage is done off hours versus you know during work hours or office hours or business hours ? I’m going to write that down That’s a good one. I don’t IThat would be a great study for us to do which we could definitely do. I do know that sales reps at drift tell me all the time that they literally walk into work and they have meetings booked ,that they got booked while they were sleeping like that happens and that’s mainly because we sell to like you know like Australia . The time zones don’t match up. So they might walk into work and. I’ve been taking notes this whole time and I’m going to add that to my list. I love that. I know a lot of people would love that and I think one of the other parts of this too is for marketers to realize, back to the original point which is there is a lot of potential business consideration outside of business hours. No one comes in at 9:00 in the morning and says’ Yeah! I’m going to start thinking about this’. They’re probably contemplating this even after hours and this is part of the reason the potential for conversational marketing or conversational commerce is very powerful and knowing how you could attribute dollars or potential dollars to those off hours would be incredible. I think it’s an asset. So from there, moving on to the big news of the week the ad agency giant Publicis announcing their purchase of Epsilon and this is very similar or you know in some ways could be called competitive to IPG announcing its purchase of Acxiom last July. And so there some I guess clear patterns over here. I mean it could be that it’s a defensive move but wanted to throw to the panel. What are your observations of what this deal means and what it means for now for these companies and for their customers in the future? Well, I was struck by this because we’ve seen a lot of ad agencies buying companies that do database marketing or data driven marketing. So it’s another acquisition a little bigger but really I think it’s a little more important than that. I think that the big holding companies are seeing that their core business which is always for the last 50 years been TV ads is now itself a person based marketing business. More than half the TV ads now are actually interactive TV ads and a lot of video is viewed on devices like phones and mobile devices that are actually interactive devices so these guys are saying you know we can’t do our core business. We can’t just buy media anymore. And that’s been our bread and butter. We really are going to have to fundamentally change the nature of the ad agency business so that all marketing is data driven marketing. You know we’re now looking at out of home being personalized ,personalized billboards but looking at it, every third press releases about location based marketing and tracking how your ads are actually driving traffic into the retail store at a person by person level. it’s not just symbolic. It just is a strong example of how the big holding company is saying you know our business really is not what it used to be and everything that we do now has to be changed it’s not this little specialty that it used to be. It Used to have a little direct agency over here that you would bought and they would keep those clients happy. But now everything that they do has to be that and it is their core business. Big change! Yeah, I agree with that. I think Gerhardt ,you do the same thing I do which is I follow the agency world. It’s always interesting to see where the big brands are thinking about marketing. What are the agencies doing? I love the agencies are still very focused on you know plotting themselves in the space. And less focused. But if you watch the words ,you watch the narratives, you watch the look at the conversations that they’re having there. They’re just now playing catch up. So for those of you in marketing technology you’ve not spent time or had an opportunity to look over there .you’re going to see that they’re a little behind. And I say a little maybe it’s a lot behind and Publicis have been going through as many agencies have, an incredible shakeout. I mean it’s not only just their business model but even personnel issues. There’s all kinds of things that I think this acquisition partly is a firmer situation. I mean ,they really are worried about missing out and this is more symbolic. We’ll see how this really translates into anything meaningful for their clientele. I think, i always talked about this in relation to CDP. David Right.?Is that a lot of people hoard data but it looks like a hoarders place. I mean it’s like something out of reality TV. So just because you have the data doesn’t mean that that’s very valuable and until you something with it. I think people’s needs for an agency have also changed. At my space I know more marketing leaders who are thinking about how can I build an agency in-house. I mean that’s that’s one of the things that we’re trying to do here in draft it’s like I don’t want to work with an outside company I want to hire people inside and we want to build an amazing agency here that can serve the whole company. I give this talk about brand a lot and my big pitch is like you don’t need to go spend a million dollars and hire a team of you know agency people to do a creative campaign for you because what people want today is they want to hear from you. They want to hear from real people. And that goes back to the authenticity and trust piece that we kind of talked about at the beginning of this. We have? How many Anand? How many marketing technologies do we have now? 8000 or 9000? 70- 40 percent , aparently . So, that’s one challenge that marketers have are right? If I have to stitch together the whole interaction or conversation with customers then there’s multiple technologies I have to work with. On the flip side, are these agencies which have been building capability which goes beyond the service part themselves. So they buy this data they have trading desk that they’ve acquired in the past and some of them are trying to build this or this entire stack internally. Is it that agencies are trying to solve this problem for their larger clients and saying don’t worry about managing all these pieces. You focus on the strategy. We’ll manage all the pieces including the data part and therefore making the job easier and therefore having the marketer go back to focusing on the strategy and not have to figure out the nuts and bolts?Is that something that could be happening here? Is that possible? I think the agencies want to do that. Traditionally agencies were very very light on technology. Again, because their bread and butter was buying media and you could do that with a pad and pencil and maybe a spreadsheet if you were like really advanced .They’ve had to catch up, they’re facing all this competition from the Accentures and people like that in the world who are much more technically savvy by their nature. So they’ve had to catch up with that, they’ve had to catch up with their clients. But again, their fundamental problem is you can’t make money buying media because people do want to bring that in-house and they can do it with programmatic and there’s just no need frankly for an agency to buy your media anymore and their whole business model is we take X percent commission on the media that we buy. Everything else is kind of for free. So when that goes away ,they have to rethink where they’re adding value . Managing marketing technology is not an easy thing to do. So if you’re a big agency’s you can afford to invest in that into spend four billion dollars to buy Epsilon which does know how to manage marketing technology and or go to a big client and say ‘hey! You know we know how to do this and you probably are not that great at it or don’t want to make that investment. You have to can’t tell them that they’re just incompetent. So yeah that’s something that they’re trying to get to. It’s going to be a big change for them because it’s not where they come to. And so you know their first shot was well let’s go often and you know buy digital agency and they’ll just be our little digital shop. But again now it’s become so central, that it can’t be over on the side it has to be their core business. So they want to do that but it’s going to be a tough transition culturally as well as organizationally and technically. So we’ll see. Not will will, survive. So that brings us to our hails and fails for the week. David ,do you want to share some of the interesting fields? Well, there’s never a shortage of fails of course! I think one of the things that that kind of struck me this week was several news items relating to the fact that companies do a really bad job of protecting their customer data. And you know one headline was ’98 percent of small businesses lack significant security measures’ and they were fussing about it. Even things like password for small businesses, which nobody thinks. Again ,just like agencies that the small businesses are super sophisticated but they’re gathering a lot of data . by definition that they’re pulling out from their chat bots and they’re getting it from their marketing automation systems and they’re recording it every which way and you know they do have to be responsible stewards of this data legally .now it’s more and more something that they’re required to do with regulation. But even apart from that, getting back to our trust issues . if I can’t trust the business with my data I’m not going to give them my data and a lot of these small guys are not good at it. But of course it’s not just small businesses. There was another study. I’m sure you recall the big issue with Marriott when there was a huge breach of their data. Well Symantec went out and did a study and found that 70 percent of hotel Web sites were leaking personal data or had the potential to leak personal data pretty much what they said was anytime you receive a confirmation e-mail it’s probably not protected properly. And that’s a very easy thing to hack. So, again just businesses not taking care and apparently not realizing that they have to take care and presumably hoping they’re not going to get caught but they will get caught. You know they have been increasingly caught. So it’s just it’s a huge kind of systemic failure. I mean across pretty much the entire business world . Quickly moving to the hail of the week to end it on a happy note. Well ,we think it’s a hail of a company Data Robot which is a data science platform announced that they had or their customers had created 1 billion A.I. models use using the tool which is a pretty mind boggling number. How many people are there on the planet. 8 billion or something like that so. it’s not a AI floating around out there. We still think of AI ,its kind of science fiction but every one of us touches dozen today .AI apps all the time these days. So it’s just it was an interesting little milestone and of course good on you know Data Robot. They built incredible business doing this. So, you know it’s nice to know there is progress. I think it’s progress. We think it’s a hail. This has been a great conversation and I miss these podcasts so much!. Thank you so much. This was a lot of fun. Dave thanks so much. This is a great insight into the whole conversation piece. And of course with the whole Publicis deal. There is a lot to watch out for in the coming weeks and months and years. So great. Thanks so much. Thanks so much guys. Thanks for joining us. See you next week with our take on the big news the Martech world. Logon to Martech advisor dot com. For more expert commentary on all things Martech.

B2B vs B2C Marketing (What Are The Differences?)


– In the red corner, we’ve
got the overly emotional, benefit driven, impulse
buying, often imitated, but never replicated B2C marketing. And in the blue corner, we’ve
got the highly rational, but oh so boring,
features driven, logical, and rational, but takes
forever to make a decision B2B marketing. Both have a time and a place. And that time and place is here and now. So let’s get to it. (upbeat rock music) Hey there, my name is Adam Erhart and welcome to the Modern Marketing Show, where we help you make
marketing that matters. So if you’re interested in learning about the latest and greatest
marketing strategies, tools, tips, tricks, and tactics, well, ya may wanna consider subscribing (bell chiming)
and hitting that little notification bell. Now before we dive into
the meat and potatoes about B2B versus B2C, we need to make sure that we’re operating
from the same definition, so let’s quickly cover that first. First up is B2B or business to business. Now this is a business that operates by selling its products
to other businesses, kinda self explanatory. And the same thing
pretty much goes for B2C or business to consumer, which is a business that operates by selling its products or services directly to consumers. Now when I first got started in marketing, I got to learn all about
the B2C market first. This is what most people think about when they see an ad on TV or hear something on the
radio or see something online. My introduction to B2B marketing, however, came from one of the worst places possible to learn about it, a textbook. I remember like it was yesterday, sitting, staring, and
quickly losing focus on what I was supposed to be concentrating on and my textbook soon becoming my pillow for the next 45 minutes, but it’s hard to blame
myself looking back. After all, my B2B marketing textbook was filled with such amazingly
exciting chapters like Organizational Buying Behavior,
Supply Chain Management, Inter-Firm Relationships and Networks, Relationship Portfolios
and Key Account Management, and who could ever forget the classic, Segmenting The Business Market and Estimating Segment Demand. I remember thinking to
myself, “What is this stuff?” At the point I was taking this class, I had already been studying
marketing for years, had built a successful agency and was already consulting
some of the best and brightest minds in the marketing from all over the world. I’d also already worked in sales and marketing for years in
both B2B and B2C industries and sold everything from shoes
all the way up to airplanes, and I knew the concepts
that they were talking about in the textbook were really
just written for academia. Big words and concepts
just to sound interesting, but with little real world application. Sure, there were some good gems in there and some important takeaways to learn, but even for a self-confessed
marketing geek, this was just too much and nobody ever built a business studying Inter-Firm
Relationships and Networks. Here’s the thing, whether B2B or B2C, marketing is marketing. And marketing is little
more than communicating how your business, your
product or your service can help solve your customers’ problems. Don’t over complicate it. The whole B2B versus B2C
thing really confuses things by suggesting that each requires
its own set of strategies and tactics and underlying principles. Now, before I suggest a better alternative to comparing which one, B2B or B2C, let’s first take a quick look at the differences between them. Now business to business industries typically have the
following traits in common. They have fewer customers, larger orders, higher value orders, longer decision time, and in general, a longer
relationship is formed. B2C businesses on the other hand, typically have more
customers, smaller orders, lower value orders,
shorter decision times, and a shorter or transactional
relationship time. Now, obviously there are
exceptions to the rule, like in some cases, B2B businesses might have smaller priced items and some B2C businesses might
have higher priced items, but in general, the criteria
work pretty darn well. Basically, B2B marketing
typically focuses on fewer, but bigger customers, and B2C marketing, on more,
but smaller customers. This means for B2B type marketing, you’re gonna have a little more incentive to put a little more
punch behind your pitch because you’re gonna have to
market to fewer customers. And if you’re B2C type marketing, well, you’re gonna wanna
make sure that your message has a little bit more of a broader appeal ’cause you’re gonna wanna
appeal to more customers. But here’s where people and those textbooks
start to go oh so wrong. Whether you’re B2B or B2C,
here’s the cold hard truth. People like doing business
with people, not businesses, So even when we’re talking about massive, nameless, and faceless corporations, it’s still people behind those businesses that are making the purchasing decision. Which means it doesn’t
make a lot of sense to toss out common sense and replace it by businessing
up your marketing. This is especially true
today where customers, whether B2B or B2C, have become increasingly skeptical, jaded, and cynical of marketing in general. They’ve seen it all and they’ve been burned way too many times by spammy marketing, hyped up claims, and over-promising and under delivering. Fortunately, there is an alternative and one that’s easier, more effective, and a whole lot more fun, too. That alternative is to
all but completely abandon the constructs of B2B or B2C and choose instead to
embrace human to human or H2H marketing. Originally coined by Bryan Kramer, human to human or H2H marketing is pretty much exactly
what is sounds like; marketing like a genuine,
authentic person. This means removing inauthentic, stiff, and rigid marketing messages and choosing instead to replace them with genuine bonafide human communication, in all its messy and beautiful glory. This means more smartphone videos and less Hollywood production. Oh, hey there. More conversation style email marketing and less personality-devoid business talk. It means completely
eliminating words like synergy from all of your marketing and replacing them instead with words that people actually use, maybe like cooperation
or working together. It means actually caring about the person on the other end of
the call, or the email, or the social media post. And it means not treating
customers like products, or assets, or a means to an
end, or rather, the end itself. But above all, it means being human and seeking to serve the
people in the best way you can. And when you do this with good intentions because you really can’t fake this stuff, well, a funny thing starts to happen. You’ll find your marketing
becomes way more effective. It also becomes way more fun
and a lot easier to create. And you’ll find that your
audience will start to overlook any tiny flaws or errors that
you may have made in the past that people quickly jumped on; typos, bad hair days, too
many ums, ahs, whatever! People are a lot more willing
to forgive other people when they recognize that they have the best intentions at heart. Some of the best B2B and B2C marketing that I’ve ever created and ever seen have gracefully walked the line
between being professional, but approachable, authentic, but engaged, and results-driven, but
people-driven first. Because authenticity and being truly human doesn’t mean sacrificing professionalism. Whether B2B or B2C, results
matter, but people matter more. Alright, so thanks so much for watching. I hope you enjoyed the episode. If so, make sure to give it a thumbs up, subscribe to the channel, and if you have any comments or questions about this episode, make sure to leave them in
the comments section below. Also, for more great marketing strategies, tools, tips, tricks, and tactics, make sure to head over to adamerhart.com which is packed full of all
sorts of different resources and articles and videos to
really help take your business and your marketing to the next
level and way beyond that. So thanks so much for watching and I’ll catch you next time
on the Modern Marketing Show.

FREE Social Media Training (Marketing in Minutes Mastermind Retreat)


well hello my friends of the internet
Lorri coming to you today to introduce you to my upcoming five-day mastermind
retreat and it’s called Marketing in Minutes in these five days I give you
all of my best social media marketing and digital marketing tips tricks advice
and strategies that I’ve been implementing myself for nine years now
for not only myself but for my clients across North America it’s simply my way
of giving back giving back to you my community my tribe
the people and those that have been following me online for all these many
years it’s simply a time for us to spend together to learn together to grow
together and for me to give you the best of what I have I really hope that you’ll
be joining us there’s a link here to sign up to join the group it’s a private
group on Facebook and that’s where all the learning occurs as well inside of
that group so you don’t have to go anywhere else I keep it simple I keep
it interesting and I keep it fun so I really hope to see you there Marketing
in Minutes coming soon

Low-Cost B2B Marketing Strategies 2020 | Tim Queen


Hi guys, this is Tim Queen. And today we’re going to talk about low-cost
B2B marketing strategies that work in 2020 Now, tip number one is writing articles for
your company blog. This is one of the best ways how you can create
low-cost content that is driving a ton of engagement on your website. Given, yes, you have to spend time and yes,
quality content will take more time than just pushing out something but the amount of Google
traffic that you’re getting organically on your website can be well-worth and can make
the investment that you have to spend at home in terms of time-wise.
to write a content, make this look very, very small. Now the idea is that you’re using the articles
to drive traffic to your website. Then you are having something in the sidebar
maybe or something embedded in between that you’re linking to some of your products so
people can scroll along, read the article, and then having plenty of opportunities to
learn something about one of your posts and the ones who are actually interested can then
click and explore more. And this is how you can drive B2B traffic
to your company. Especially if you have very descriptive content
for people making decisions about like what they want to buy and what they might want
to buy might be one of your posts. Great way. Tip number two, another great asset, how you
can generate leads for your business by using text posts on LinkedIn. This is a very undervalued tool, which requires
a little bit of like creativity, because you only have like about 1,300 characters, about
200 to 220 words. But if you can create interesting stories
in this short amount of text, you get actually like the first five lines of your text to
be visible in the newsfeed. So if you can create some interesting headlines
in the first five lines of text that might make some curious, read more, then they can
click the read more button. And the idea is that you’re using the text
posts to either link to something directly on your website, inside the text, and one
of the comments, or that you’re getting people to go through an intermedia,
mainly connecting with you, send you a private message or exploring your LinkedIn profile
or company profile to learn more about this, but a really free way how you can generate
traffic. LinkedIn is putting a lot of views and text
posts content in 2020 and it’s another great way how it can drive traffic for your B2B
company at very low-cost. Tip number three. Now another way how we can create engagement
is by using photos. And the reason why you want to mix up texts
and photos is because not everyone is the same. Some people really enjoy reading. Some people need a visual trigger to make
them interested in learning about something. So by using interesting imagery in your posts,
and then combining that with like some written texts, that also creates more curiosity. It’s like driving, explaining the same kind
of story from it, that using a text post you can get an different audience that is like
more visually attracted. So by mixing up the different content, it’s
using text posts for the read only people, photos
for the people that are like more visual, you are actually driving more and more traffic
to your LinkedIn company page, your LinkedIn profile, and can then transition them to your
website and direct messages and turn them from leads into customers. Tip number four, one of the most popular content
formats are videos. You can use videos on all social media platforms
You can publish them on Twitter, Facebook, Instagram, LinkedIn, and YouTube. And it’s a very versatile way of creating
content. And you can actually combine the visual nature
of something with like the auditative of someone is like talking to something. So they might just like turn off their, close
their eyes and just listen to what you have to say. Another person might read along the subtitle
or might read the description of one of your videos. So videos is basically the best of both worlds. It’s getting people, um, it’s giving people
all the different sensories people who want to listen,
people who want to watch, people who are visual, people who like to read, so you can put this
all together and not many people are doing this, especially in the B2B world. And the ones who are doing B2B videos, they
are 99% super boring. So just by knowing exactly how to press the
red button to make something more interesting, you actually get a ton of engagement and get
warm leads for your business. So make sure that you add videos to your marketing
mix for 2020 to get more B2B leads for your business. Now, another way of content that you can share
on LinkedIn is documents. This can be something like a PDF document,
it could be like a white paper cheat sheet, an ebook or worksheet, could be like a PowerPoint
presentation, multi-page documents of any form are
great resources. To mix up your content on LinkedIn is also
like another way how you can get people more engaged. Especially like multi page documents. People are more engaged. They read more and then you can put like hyper
links inside your document. Mention your website, mention your company
name throughout the page. If you have a text post, for example, you
have very limited number of characters. With documents, there is basically no limit. You could have like a 20 page document, a
50 page document, and it’s a great way to get people engaged, to tell them something,
to provide value, to entertain them, and then also to mention your brand name and your contact
information so people can get in touch if they want to learn more about this. Tip number five. Now let’s transition from LinkedIn and your
company website to the offline world. A really great way how to generate low-cost
B2B leads for your business is to run offline events. This could be, for example, if your business
has its own events space that you’re running events
inside your company so you don’t have to actually spend any money to renting out a space. It could also be that you’re charging a small
fee to cover the cost of the event, so you’re breaking even, or even making a slight profit. Offline is a really great way to generate
warm leads for your B2B customer, especially if you’re picking a topic that is very attractive
to potential customers, and by getting them into a room, you have the possibility to talk
to different people. It’s sometimes easier to start a chat over
like a glass of beer, glass of wine, and just having that, this presentation, this element
of getting together is a really great way how to do networking and how to get some people
in your industry. And you will notice sometimes people on offline
events, they invite other people who are not on LinkedIn. So just inviting some one person might lead
to that they bring along two other people who might actually be the perfect fit who
would have never learned about you if there, if you were just doing online stuff, so do
offline events in 2020. Tip number six. Now, if you don’t have an event space or you
just want to do more online stuff, there is also the idea that you could do a virtual
summit and a virtual summit or a virtual conferences. Basically, you are creating an experience
online for a specific amount of time. That could be like one day and people can
basically join in and watch live presentations for a certain amount of time to learn from
different people in the industry. So if you can create like a content mix that
would be really interesting for potential customers. By inviting different guest speakers, it’s
quite easy to set something like this up so you don’t have to cover a lot of traffic costs. You don’t have to get hotel rooms and then
pick events space. A web summit or like a virtual summit is a
very cost effective way how you can create the event atmosphere of interacting with people
to generate leads for your B2B business. Tip number seven. Now, some people don’t like web summits. They feel like there’s too much distraction,
too many different people trying to get attention from potential customers. So if you don’t want to divide your attention,
just run the regular old-fashioned webinar. Make this about something interesting that
is like interesting and relevant for potential customers. Set up a landing page, get them engaged, teach
really great content, entertain them, educate them, and then have something to follow up. For the people who are really interested,
who want to learn more, give them like a bonus you can actually highlight. You can actually identify and qualify those
who are like most interested so you can reach out to them one to one to see like how you
can help them with your business or your services. And it’s another great way how to generate
low-cost leads for your B2B business in 2020. Tip number eight. Now let’s talk about some of the downloadables
that you can put on your website. The first one is like a case study. This could be like a simple landing page. You’re sharing a PDF case study of one of
your customer success stories where people can learn, could be a white paper blueprint,
how people can understand how your software, how your solution, how your service is able
to help them. And this is often a great way so you can collect
contact information when they want to download this. And then maybe send them like some followup
information and then see if you can maybe reach out to them, the ones who are like most
highly interested in your product. Maybe even like putting some contact information
inside your case studies for further information so you can see, you can double qualify them. First step that is download this thing. Second step, they requested a specific resource
via email through a different landing page copy, so you can track that and then identify
the ones who are the hottest leads and reach out to them one to one and convert them from
warm leads and to happy customers. Tip number nine, another way how you can generate
low-cost leads for your business is to run a B2B podcast for your company. And here’s the trick. Focus on inviting guests that provide value
to potential customer that can be, for example, different complementary experts who are not
competing with you. This could also be success stories or experiences
from customers themselves. Invite people who are previous customers or
people who would like to have as customers. And then in the setting of having like a co,
like a personal podcast conversation, it’s really easy to get to know someone if you’re
talking to someone like for two to three hours in a podcast episodes. It’s really good to build a person relationship
after two hours of talking, you feel like way more connected. And if you’re inviting potential customers
to your podcasts, it’s a really great way to continue the conversation later, and turning
some of your guests into happy customers in 2020. Tip number 10 now, we already talked about
writing your own articles for your own company blog posts, but another great way how you
can use the craft of writing the art of writing to track low-cost B2B leads for your business
in 2020 by doing guest blogging. What you’re basically doing is,
you’re looking for, what are the places where my ideal clients hang out, where do they get
the information from, what are the communities they join, and then reach out to those communities
and ask if you can write some articles for them. Now, if you can now set all, send all the
right signals to your ideal audience through one of those guest
articles, it’s very likely that they will then want to learn more about you. So normally you can put links to your website
or links to your contact information. So doing guest blogging, putting the article
on someone else’s website who has already the audience that you want is, will attract
some of them coming over, qualifying themselves to your website, and you can turn them from
warm leads into happy paying customers in 2020. Tip number 11. Now another way, how you can find B2B leads
is by doing networking or by attending events. There’s all kinds of events. You can sometimes have a presentation, sometimes
you have workshops, sometimes you have a pure networking event, but by going to those events,
which have most likely the audience of ideal customers that you’re looking for, having
a stack of business cards ready and your LinkedIn QR codes, you can quickly connect with like
potential leads. This is another way how you can generate like
warm leads at low-costs by visiting networking events. Tip number 12 now, one of the best ways how
to generate leads for your businesses is by having an email list. This could be combined, for example, with
downloading like a white paper and then in return they have to signup for your email
newsletter, and then you have the possibility to send them additional information
dripped out over a couple of days, a couple of weeks, because we found that we usually
take between seven to 10 interactions with anyone before someone feels comfortable enough
before they feel they have enough trust to become a paying customer. So by using something like a case study, getting
their contact information, sending them the case study, and then following up via email
marketing is a great way how you can quickly set up those seven to 10 touch points with
someone so they feel more comfortable, and those who
are really like connecting with your message will in turn reach out to you and become warm
leads, and then it’s just up to you to turn them into happy customers. Tip number 13 now, one of the best possible
ways how you can generate leads for your business is by becoming a public
speaker. Speaking at events, speaking at conference,
attending events, becoming a panelist, becoming someone joining conversations, being onstage,
raising your confidence by building up your momentum online. I found this is one of the best possible ways
how you can generate leads because it makes it possible to talk on scale. When you go on a networking event
you have one to one conversation. How many people can you talk to in one night? 10 people, 15 people, 20 people. Can you still remember all of their names? But if you’re speaking on stage, everyone
in the audience will remember you. They will know who you are. They will know your face. They will know your name, they will know how
to find you, because you usually can put your contact information on one of the slides. Now, if you’re talking to a thousand people,
a lot of them and you’re giving them maybe even something that how like a motivation,
why they should reach out to you, maybe you have like a case study that they can download
and should send you an email. This is one of the best ways to collect all
those qualified people who are really interested. Maybe from the 1000 people maybe only 23 were
hot leads, but if you get like half of them to reach out to you, that’s like 10 hot leads. If you talk randomly to 10 10 people from
the 1000 crowd, what’s the probability that one of them would be a hot lead? Probably zero. But if you talk to a thousand people and you
get just like some, some emails afterwards from the people who are actually perfect matches,
that’s far more effective. Now let me know in the comments, which one
of those low cost marketing strategies to attract B2B likes did you enjoy the most? Did you have any other tips that I would recommend? Put them in the comments below and make sure
that you subscribe and turn the notification bell, and to get email updates when I share
my next B2B marketing video here on YouTube or LinkedIn.

Sales VS Marketing: Which Is More Important? (B2B VS B2C) | Adam Erhart


The terms sales and marketing often get
thrown around together and are used interchangeably. But they’re two very
different business functions with different strategies, objectives and
criteria. But well, sales and marketing are both very different they’re also
very important which is why in this episode we’re going to cover the key
differences between sales and marketing and help you decide which one is going
to be more important for your business. Hey there my name is Adam Erhart, modern marketing strategist and welcome to the Modern Marketing Show where we help you grow your business by making way better marketing. So, if you’re interested in
learning the latest and greatest marketing strategies, tools, tips, tricks
and tactics, well, you may want to consider subscribing and hitting that
notification bell. I’ve said this before, but when I first got started in business
I was absolutely terrible at sales, which probably explains why I fell in love so
hard with marketing and essentially the concept of pre selling and pre educating
and pre-qualifying clients and prospects before I ever had to do any selling. But
as I gained experience and over the years I started to see that sales was
not only an incredibly valuable business function but it was the marriage between
sales and marketing that really led to true business success. Now you can
survive by just leveraging one or the other by really focusing on just sales
or just marketing, but it’s the strategic combination of both of them that really
leads to true business growth. So let’s dive into that now, but before we do love
to get your opinion on which camp you think is more important, team sales or
team marketing. Let me know in the comments section below with team
marketing or team sales, I’d love to hear. So the very first thing I need to cover
here is that it’s incredibly important which type of market or business or
industry that you’re operating in because this is going to significantly
sway the scale in one direction or another. For example, if you’re in a
high-touch, high value, high-priced business or a business that requires
personal or customized solutions or the deals with sensitive information, well
then a sales focused approach is going to be significantly better for you. This
is often the case in business-to-business or b2b businesses
where the person being sold to isn’t a person at all but actually another
business. Typically these interactions are longer-term higher value higher
priced and the prospect, in this case the business, is going to need to be wined
and dined a little bit before making that decision in which case the sales
approach really plays out big here. On the other hand, if you’re in a lower
value lower priced business where it’s simply not realistic for the salesperson
to get on the phone with every gentle prospect, such as in the case if
you’re selling say supplement or a piece of clothing or an apparel line, then a
more marketing focused approach is really going to be key here. This is
often the case in business to consumer or B2C businesses, where the end consumer
is in fact an actual consumer and it’s really not realistic for the salesperson
to go out there and chat with every single one of them. After all, you’re not
gonna be able to call every single person who wants to buy a bottle of
vitamins or a t-shirt. Typically, B2B businesses or those that are selling to
other businesses are gonna have a more sales focused approach that’s supported
by marketing. B2C businesses on the other hand, those that sell directly to
consumers are gonna have a more marketing focused approach but you will
see sales start to come into play as you move higher up the pricing tiers. In the
case with say, expensive cars or boats or planes or real estate. So here’s how
sales and marketing differ. The biggest thing to know when it comes to marketing
is that marketing is typically focused on one of two things either brand
awareness or lead generation. Basically, marketing’s goal is to introduce people
who could potentially buy and let them know about the product about the service
or about the business and why they should care. Marketing wants to bring
people into the ecosphere of that company and it’s their job to paint a
picture of how things could be or the end state that a customer could achieve
by doing business with the company. Another important aspect of marketing
and one that’ll really help to win some favor in the sales department is by
making sure that marketing is targeting the right kind of people and allowing
the marketing to do some of the pre-qualification ensuring that the
right people are getting guided into the business’s ecosphere and into the sales
funnel so that sales is going to have a higher likelihood of converting them
into customers later. The big differentiator here is the term educator
which is really what marketing is all about. Essentially educating potential
customers or potential prospects about the business or product or service about
who it’s for about why they should care and about what kind of impact it can
have on their lives. Alright, so if marketing is responsible
for things like brand awareness and lead generation, well then it’s sales
responsibility to take all of the awareness that was built in the leads
that were generated and then convert those leads into paying customers or
clients. Where marketing is going to go out there and tell stories and educate
and inform and really paint a vivid picture, well its sales responsibility to
the listen and ask questions and essentially
learn everything it can about the potential prospect in order to properly
diagnose a solution which hopefully is the business or product or service that
is trying to sell. The best salespeople today aren’t pushy or salesy or
aggressive or sleazy or anything like the old cliches of used-car salesmen are
old salespeople have passed. Rather, the best salespeople listen. They are
empathetic, they understand and they ask a lot of questions in order to
understand where the customer or prospect is coming from so they can
listen and diagnose an appropriate solution. If marketers are educators, then
salespeople are advisors and they help to guide and advise the prospect in the
direction that’s best for them. So, as different as sales and marketing
are well there’s still a ton of similarities between the two. Namely the
fact that both of them deploy some strategic combination of art and science
essentially understanding key features and benefits of the product and the
service but also finding ways to leverage human interaction, buyer
behavior and the psychology behind how people make decisions.
Also while B2C sales and marketing tend to be more emotionally based and B2B
sales and marketing tend to be more logic and rational driven, well there’s
definitely elements to both because we as human beings well we make decisions
emotionally first and then we justify them and back them up logically and
rationally later. This is why it’s important to have both emotional and
logical elements in all of your sales and marketing. Also, both sales and
marketing are gonna take a look at key performance indicators or KPIs to make
sure that they’re on track to hit their goals. These can include things like cost
per lead, lead conversion rate, sales closed percentage and customer
acquisition cost. All of which are going to help build a profitable and cohesive
sales and marketing strategy. You’ve heard the story, marketing blames sales
for not converting the leads that they gave them and sales blames marketing for
giving them terrible and unqualified leads. So who’s right? Well, they’re both
kind of right and they’re both kind of wrong, because the best companies are the ones that leverage sales and marketing and get them to work together cohesively
as one strategic team doing the customer research together and making sure that
marketing is going after the right people and then also getting feedback
from sales on what message is and what kind of marketing materials are helping
to guide and to prequalify and essentially, to help make the sales
closed process that much easier it’s a never-ending feedback
that all of the best companies deploy to ensure that their sales and their
marketing just keeps getting more and more effective over time. Basically, in
the best businesses sales and marketing work together as a team. Sure, there might
be different departments but they come together as a team. So, which one’s more
important? Sales or Marketing? Well, as a marketer, it’s really hard for me to say
this, like really hard. Well well both of them are important the
reality is that sales can succeed with them sales can succeed without… Just think about cold calling or door
knocking or attending endless networking events, yeah, it sounds terrible I know,
which means that maybe technically sales might be more important than marketing,
but only in the short term. In the long term, marketing wins by a landslide by
building trust and loyalty and authority and by providing more value in
essentially making the sales process that much easier. So, which one’s more
important? Well, the short term win definitely goes to sales, but the long
term win goes to marketing. But at the end of the day, successful marketing
leads to successful sales. The next thing you’re going to want to do is check out
the video I have linked up right here part of this B2B vs B2C series
giving me more actionable strategies and advice and things you can immediately
deploy in your business. So, make sure to check back then. Thanks so much for
watching and I’ll catch you next time on The Modern Marketing Show. So, what would
you like to do? Hardly a compelling close and yet I
would still more often than not make the sale so why well…..

B2B Email Marketing Guide for 2019


In this 50th episode of the Vlog, I’m wearing
a new shirt, and we’re going to talk about email marketing in 2019 and how to make it
effective for your strategy. Stay tuned. (singing) All right. First, we’re going to start with the purpose. What is the purpose of your email marketing
campaign? Whether you’re B2B or B2C, the purpose is
typically going to be the same. You’re going to want some sort of engagement
back from whoever you’re sending it to, whether or not you got these people from subscribing
on your website to a newsletter, or you purchased their name through a list, or you got their
name through a list. Either way, the purpose is typically some
sort of engagement back. Now, the level of engagement that you’re looking
for, that’s where it comes down to how you’re going to create your email and how you’re
going to do the creative behind it. But the purpose is sending out something and
in 2019, 2018 too, and it’s going to continue to be like this. The trends are down as far as open rate, click
rate, and things like that because email marketing is losing its effectiveness because marketers
like me and possibly you have just ruined it over the past 10 years. With it being less effective, you want to
try and get straight to the point which is going to change some of the creative side. What email system are you using? There’s tons of CRM systems out there. You can be using a free one, like constant
contact or MailChimp. Those have their limitations, especially if
they’re free. Even the paid ones have limitations too. We’re just doing one off blast. You can’t really control the format too much,
which we’ll get into next, but CRM systems out there. HubSpot is a very popular. I’m personally not a fan of it because of
the cost and because of how they lock you into a multi year contract. It also has its limitations from a design
standpoint. Infusionsoft is something that we used years
ago and used for many years. That is a great system because not only does
it have the plain text, email marketing format that will go into next, but then it also has
a ton of back end automation to put people through campaigns and nurture them and build
all that out. Infusionsoft is a great option. Right now, we’re using SharpSpring and we’re
certified partner with SharpSpring. Sharpspring is great because it does some
advanced tracking and some advanced list building and things like that and it searches out on
the Internet and social platforms and things like that and pulls information back in. SharpSpring is great for it, whether it uses
Zoho, Sugar, CRM, anything like that, you have to have some sort of system in place. You do not want this to just be a one off
blast. You have to keep on going back in and set
it up. You want to build out a campaign to where
you’re sending micro pieces of content, let’s say over eight weeks and you’re hitting everybody
either once a week or once every two weeks and you’re building out so that when somebody
new gets put in your funnel, you know that they’re going to get these six emails right
ma’am, emails over eight weeks, 10 weeks, 12 weeks, whatever it is, but building out
that automation first is going to be critical to make it efficient. But if you’re just antsy to get something
out there and see some sites sort of response like I was initially, you can just send out
a broadcast email to say, “I’m sending something out to everybody on the list and then this
is what you want to call to action to be, to at least get some sort of engagement.” But either way, put a system in place. Do not try and do this, preferably, with a
constant contact or MailChimp. Do not try and do with that. Spend a little bit of money. There’s a bunch of CRM systems that’ll do
month among plans like SharpSpring, Infusionsoft, and others. Just for a small amount of money just put
it in there and you’ll be much better off. The format. This is the biggest change that has happened
over probably the last two years. Some people are picking up to it now, and
I’ve been saying this for a couple of years and we implemented it years ago, is you cannot
make your email marketing look like a home depot ad. You need to remove the images, you need to
remove the band of text at the top that says, “View this in a browser.” Remove your headline, remove your logo, remove
stuff embedded inside of the body, remove as many images as possible and you want this
just to be in simple plain text and you want to still have it be an HTML. I’m not saying go to a rich text format. You still want the HTML because you still
want to embed the code and the tracking code so that way, you can track what they’re clicking
and what they aren’t clicking in the opens, but you got to stop making it look like an
ad where you’ve got images all over the place and click here and watch this and it just
looks like an ad that you’ll see. One thing is that depending on what type of
email system this is going to, whether it’s corporate one or it’s a Gmail system or something
like that, they will automatically flag it and throw it into the junk or spam or with
Gmail they’ll put into promotions, if you have too many images or too many links. The format needs to be simpler to where you’re
just saying, essentially, you’re trying to make it look like you just type this email. You can say some sort of intro and then go
straight into some text. Make sure that it’s not a big paragraph of
text. You want it to be broken out to where you’ve
got separation between your thoughts and your lines, putting a link in there because you
want to be able to track this with your CRM system that you’re sending it through. Putting a link which is your main call to
action or maybe two that’s all I would say is the max because otherwise this stuff is
going to get flagged as spam. When you lay it out, make sure it’s very clear,
very straight to the point, keep it simple and short because people are not going to
want to scroll through emails like they used to and putting maybe max two links in there
and then driving that creative throughout your entire email marketing campaign is going
to be a must have because you want to make it look like it’s a sequence that’s consistent
with the creativity behind it. But biggest point here is stop using images
that flag spam. Nobody likes looking at them and especially
if you’re doing B2B, this just looks really cheesy these days. The center line content is the other side
of that. When you look at an email from email marketing
standpoint, when it comes into you, you can see that people have everything center justified
and there’s a box and there’s a border along each side of it that looks like an automation
tool created it and that looks very cheesy and generic, again, like an ad. You can go into the backend of the CSS and
do some code changes there. Or some email systems like Infusionsoft can
make it look just by default, like you want it to be a plain email. You want everything shifted to the left justification. You want it to look just like a normal email
that you signed. You do not want to have borders or images
or banners or anything like that. Just make it look as plain and as simple as
possible, have a simple signature, no big logos, no big images, nothing like that. Then the other side of it, if you want to
a little hack is bury that unsubscribe down below, put some space in between the end of
your email signature and then where that unsubscribe is put 600 pixels, 800 pixels of empty space
because that way people can just easily scroll and click unsubscribe because you want it
to not appear like you’re just sending somebody through automation. Keeping it simple is a biggest factor here
in the email marketing format in 2019, systems are getting smart to it, people are getting
annoyed with it, so you just keep it simple. All right. Now, we’re getting into the email list. Whether you have a list or it’s a couple of
years old, it’s outdated or you want to get some new contacts into your list, this is
going to be the critical step to get quality data. In my experience, I do not use any sort of
list building services that get their information from hoovers or DNB and it’s old and outdated
and they’re going to build a list based on your criteria. We get hit from those companies all the time. I’ve known people that have owned those companies
before. To me, that is not a play to go down because
you have zero control. If you can’t search and query it yourself
and look at the data and then pull more, and more, and more, that’s not an effective way
to build the list. The best way that I’ve ever received a bill
of list is going to be ZoomInfo. Now, ZoomInfo, that’s something we used for
years. We’re currently not using it. This is not endorsed by them, but ZoomInfo,
you can look into their system. I don’t know what the pricing is going to
be when you’re watching this video, but right now it’s about $5,000 a year. You get 5,000 automatic exports, but you get
to access their entire database and you just get to do search queries in it, and keyword
phrases, and cities, and states, and titles, and things like that. You get to go into their system, pull all
that information out, you can copy and paste it into a spreadsheet to not use any of your
credits, or you can just upload it into the system and then download it with one click
to use some of your credits. But either way, for a year, $5,000 if you’re
really looking to build out a list, this is the most effective for anybody that’s bootstrapped
and doing it from the ground up that doesn’t have the marketing spend. You can put the $5,000 in and then just build
a list out by searching, copy, and pasting into a spreadsheet. The other way to do it is to hire a freelancer
or somebody from the outside to strictly do data scraping. From that aspect is you’re going to build
out search queries or you’re going to build a list of search criteria and pay somebody
most likely offshore or overseas, so that when the rate is lower, pay somebody to go
through, do a Google search, find a company name, go to that website, pull the contact
information, and copy that onto the spreadsheet. That’s really the other way to do it. At the end of the day, that’s probably going
to be the least cost behind it, but there is going to be some issues with language barriers. It could be communication issues, the quality
of it, the time of it, things like that. Really at the end of the day, the only two
options that I see for building our list is going to be using ZoomInfo and searching list
yourself or using a freelancer or an agency from the outside that can do offshore list
building because it is going to be ridiculously cheap compared to using somebody in the US
or in Europe, if you can. Ideally, you want to try and have a list built
by having a newsletter then having people subscribe to it and then you can just send
out your newsletter once a week, once a month, things like that. But from the beginning when you have nobody
and you don’t want to wait months and months and or a year to get a newsletter list built
up before you send your first piece, go out there and get that information. The other way you can do it is use your LinkedIn
connections. Now, I try not to have us reach out to people
through LinkedIn using their email addresses because most time it’s their personal email
addresses, but sometimes wires get crossed and they get pulled into our system and they
get blasted. A lot of times people are going to get an
either annoyed by that or they’re going to click the unsubscribe and flag you as spam,
which would cause issues in the future. But just sending people a link on LinkedIn
or posting and saying, “Hey guys, check out my newsletter. Here’s some content we’re producing. Just subscribe so you can be notified. We’ll send it to you every week.” That would be the best way to do it. But if you don’t have that luxury, if you
don’t have the time ZoomInfo or having somebody do data scraping for you outside, you can
go to upwork.com or any sort of freelance site and get them to have somebody that you
can look at reviews and say, “This person has been doing this. Here’s all the reviews. Their cost is maybe three, four, five, six
bucks an hour, 10 bucks an hour or something like that.” Have them build out the list and then they
get that back to you quickly and you can start building slowly over time. But either way, building that list in my recommendation,
do not use any sort of third party group that’s going to say, “I’m going to build your list
for you,” because most of the time they suck. If you guys got value out of this content
about your 2019 email marketing strategy, hit that like button. If you have questions or want me to jump into
anything deeper, leave a comment below and we will see you on the next one.