Full-Funnel B2B Marketing Show

Never miss a new episode: https://sendfox.com/lp/mnyll3As you know, the sales process when you are targeting enterprise companies is much longer than average on B2B markets, you’ve several decision makers, you need to have right processes to influence the decision making.So I invited Karl Karafiat, founder of Sleighdogs, and a seasoned entrepreneur who used to sell to companies as Accenture and Mercedes Benz, to dive deeply into the topic and share with you how to influence B2B decision making.What we'll discuss:+ How to acquire enterprise monsters as Accenture or Mercedes Benz+ How to engage with several decision makers+ How to figure out the decision making process in your target account so you can then influence it?+ How to influence the decision making process?+ What to do in cases if one of the decision makers is ready to start the business and another one who wasn’t involved in the negotiation process held the project on pause?+ What are the techniques that can be used to influence the decision-making process in case if you aren’t able to talk with the decision maker?+ In case if target account arranged a tender so you just one of the contractors that applied to win the contract, how to stand out from others and influence the decision making?Karl Karafiat on Facebook: https://www.facebook.com/karafiat

Never miss a new episode: https://sendfox.com/lp/mnyll3Here are 7 features of the great content marketer.1. Before writing any post, he dives deeply into your business, learning about ideal customer profiles, competitors, value proposition, reading reviews.2. He aligns content with the business goals and users' buying process.3. He isn't obsessed with one media or channel and understands how to leverage different channels.4. He knows that distribution is crucial and knows how to distribute content to generate target traffic.5. He knows how to use stories to engage the audience and organically promote your product.6. He focuses on evergreen marketing principles instead of "1-hour" growth hacks.7. He knows how to ask the right questions to extract the needs and interests of your audience and extract expertise from your company's key people to create valuable content.Now, the question is where to find or how to train a great content marketer?I sat down with Louis Grenier, Senior Marketing Strategist at Hotjar, to discuss:- How to hire a great content marketer?- What should be his first steps?- What is the right compensation plan?- What are right KPIs for content marketerListen to the new episode.Resources:https://www.linkedin.com/in/louisgrenier/https://www.hotjar.com/https://getleado.com/podcast/https://getleado.com/podcast-lead-generation/

Never miss a new episode: https://sendfox.com/lp/mnyll3What’s the biggest mistake companies make when setting up experiments?When do you need to start building a growth team to start experimentationWhat steps would you recommend to create a growth team from scratch?What’s the latest experiment you ran or are running? What’s the biggest mistake companies make when setting up experiments?When do you need to start building a growth team to start experimentationWhat steps would you recommend to create a growth team from scratch?What’s the latest experiment you ran or are running?Welcome to the new episode of the system B2B marketing show. Today with my co-founder of B2B Marketers&Founders community Ricardo Ghekiere we’ll speak about how to set up the growth experiments the right way.We didn’t choose the topic accidentally.When we spoke with B2B marketers&founders community members, we realized that many companies use 1-2 marketing channels for lead generation but the key to success is always to diversify your marketing activities, test new channels and tools.Companies afraid to waste money and don’t know how to set the experiments the right way.So this will be our main agenda for today’s conversation.Here are a few questions that will be discussed:- What's the biggest mistake companies make when setting up experiments?- When do you need to start building a growth team to start experimentation?- What steps would you recommend to create a growth team from scratch?- What's the latest experiment you ran or are running?Ricardo Ghekiere on Facebook: https://www.facebook.com/ricardo.ghekiereWebsite: https://www.ricardoghekiere.com/

Remember the time you needed to talk to sales rep or support but had only annoying bot?While chatbots can help with providing relevant answers, qualifications, and partial claim resolution, they can't replace humans. Accenture Digital says that 56% of B2B companies claim chatbots are driving disruption in their industry.Why?Because B2B companies delegate the wrong tasks to bots. Tasks that should be executed by humans.That's why, according to Nerdydata, only 0.5% of B2B companies across the globe use bots. The most common reasons not to use bots are:Personal negative experiencePeople don't believe that somebody will read this messageLosing the communication with customers cause you may miss the messagesAt the same time, you can provide 24/7 support, book meetings with sales while the team is offline and help to find answers.In the new episode of Full-funnel marketing podcast, I decided to chat with Casie Millhouse, a chatbot expert, to figure out:What are the most common mistakes and pitfalls with chatbots in B2BWhat tasks should and shouldn't be delegated to botsHow to define the right cycle for messenger communication/follow-ups not to annoy people?Successful case studies in B2B spaceLinks:The Ultimate Guide to Messenger Marketing & Facebook Chatbots - https://getleado.com/b2b-growth-ebook/Casie Millhouse on LinkedIn - https://www.linkedin.com/in/casie-millhouse-singh/Never miss a new episode: https://sendfox.com/lp/mnyll3

Today I want to talk about how to run ABM programs in crisis and what is the future of ABM. The best-fit guest for the discussion is definitely a person who lives in ABM world and does ABM regularly.So today my guest is Jon Miller, CEO at Engagio, ABM software market leader, and ex-CEO at Marketo. With Jon we are going to discuss:* How to adjust marketing programs and run lead generation campaigns in the new reality?* What changes should you make in your ABM campaigns to generate leads?* How to influence the decision-making process?* How to wake up "sleeping deals»?* How to run the ABM campaign on a shoestring budget? What is the minimum budget for ABM campaign?* How to run the warm-up programs and set up correct lead scoring triggers to trigger outreach? What is the optimal length of the warm-up campaign before outreach?* What are the alternatives for account-based ads to warm-up accounts?* What is the optimal length of the ABM program?* How deep should be a personalization in ABM campaign?* How does Engagio run their ABM campaigns nowadays?* How to run Direct mail in ABM when everyone is working from home?* Examples of successful ABM campaigns* What are the right metrics for ABM campaigns?* How to reactivate ABM after pandemic?* What is the future of ABM marketing?Never miss a new episode: https://sendfox.com/lp/mnyll3RESOURCES:- 7-Step Ideal Customer Profile Guide (W/Free Template To Make A List Of High-Quality B2B Leads): https://getleado.com/ideal-customer-profile- The Ultimate Guide to developing a high-converting B2B sales funnel: https://getleado.com/sales-pipeline/- The Ultimate Guide to ABM by Engagio: https://resources.engagio.com/ebooks/clear-and-complete-guide-to-account-based-marketing-second-edition- Jon Miller on LinkedIn: https://www.linkedin.com/in/jonmiller2/

Never miss a new episode: https://sendfox.com/lp/mnyll3In this episode you'll learn:* The "symptoms" of high-quality lead* Triggers that show it’s the right time to suggest lead to schedule a product demo? * The process behind killer sales calls* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?* How to finish the product demo to close successfully most of your calls?* How to close "I need time to think" leads* Juraj's favorite lead generation toolsMore on the topic:1. How to increase the deal value and influence the decision-making process with value selling: https://getleado.com/value-selling/2. How to generate quality B2B leads with cold outreach email: https://getleado.com/outreach-email/3. The definitive guide to accelerating B2B sales in 2020: https://getleado.com/sales-pipeline/ABOUT THE EPISODEMost of the live chats we’ve done in B2B Marketers&Founders were devoted lead generation to a greater or lesser degree.Well, despite lead generation is still the biggest problem for 95% of B2BMF members (the stats we are getting from community applications), lead generation is just a part of the customer journey. The last one is a SALE. In the B2B world, it’s nearly impossible to exclude the human part from the sales process. You need to know how to set up a sales qualification so your sales team will talk to high-quality and ready to buy leads.You need to know how to structure the successful demo so you’ll be able not only to answer the questions and demonstrate the features but really apply the benefits of your product to the challenges and pain points of your lead.The last one and the very important thing is how to switch the conversation from the presentation to the sales, where many salespeople suck :).Today I invited my good friend Juraj Zamborsky, growth marketer at Avocode to discuss these questions and share with you his sales experience.

Never miss a new episode: https://sendfox.com/lp/mnyll3In this episode you'll learn:* The "symptoms" of high-quality lead* Triggers that show it’s the right time to suggest lead to schedule a product demo? * The process behind killer sales calls* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?* How to finish the product demo to close successfully most of your calls?* How to close "I need time to think" leads* Juraj's favorite lead generation toolsMore on the topic:1. How to create a B2B marketing strategy with Kieran Flanagan: https://www.spreaker.com/user/10694291/podcast-with-kieran-flanagan2. System B2B growth marketing with Ferdinand Goetzen: https://www.spreaker.com/user/azinkevich/podcast-with-ferdinand 3. Full-funnel B2B marketing or how to make marketers revenue responsible with Matt Heinz: https://www.spreaker.com/user/10694291/podcast-with-matt-heinzWhat is the role of the VP of marketing and how to hire the right people to your marketing team?Sometimes happens that the CEO or founder has a lack of marketing background. It is very important that the CEO has to acknowledge the investment — it requires building out a good marketing team and building out a good brand.Jorn suggests that the role of the VP of marketing at any organization is at least to construct strategy with the CEO and COO. Also, it is necessary to set out the targets that the organization needs to accomplish and then to dive into those targets. It’s very important to find a clear marketing strategy.The organization needs to diversify efforts — not only does content marketing but also do some experiments on the side.The VP marketer should be capable to think outside the box from time to time as well as to see how it is possible to accomplish the targets that were set out.Who is the first person that should hire a content marketer or VP of marketing? Who can develop a marketing team?Firstly, it is better to hire a jack-of-all-trades. It’s good when you have someone who has a wide set of skills, someone ho can force himself to learn new things, shoot videos with his camera, etc.Recommendation for hiring great marketers:There is no common recommendation. It depends on the roles that are necessary to fill in. It’s better to give certain cases to a person and see how he/she would handle that. You have to determine for yourself what exactly you’re trying to accomplish, and if this requires only one set of skills, you need someone to be perfect at it.Should the VP of marketing be involved in the process of hiring or it’s better to delegate this to HR?Surely, VP knows better what and who he needs for his team — what kind of personality or mindset he wants. The initial selection can be dedicated to HR, but then the VP should be involved in interviews.With Jorn, we’ve discussed the advantages and disadvantages of full-time marketer and freelancer and when it’s necessary to outsource marketing to an agency

Never miss a new episode: https://sendfox.com/lp/mnyll3In this episode you'll learn:* How can the big data boost your creativity and provide you with fresh ideas?* What does it mean to be creative? * What are the benefits B2B marketers&founders can get by teaching themselves being more creative?* How can you teach yourself to be more creative? * What does the Creative Curve mean?* How to hit the sweet spot where people are interested in your product and aren't tired of it?Notes and learnings.How to teach yourself to be creative?2 years ago Allen Gannett wrote a book «The creative curve: How to develop the right idea, at the right time». This book is about how’d you actually nurture creativity, how’d you actually get better in it. Creativity is the result of hard thoughtful work. To create something that recognizes creativity, you have to create something that’s the right idea at the right time. It’s not about creating a good idea, but creating the right idea. Allen extracts 2 points about what drives people to like certain things and dislike other things.Our brain is constantly assessing the thing for the level of familiarity. because we’re fearful of unfamiliar. Familiarity issues a very important tool of the creative process. you have to create ideas that are familiar enough to feel safe. Another urge also wired to seek out things that are novel. We also creating something new e.g. new restaurants or from a more evolutionary perspective, you’re creating new sources of food, water, pleasure. As humans we have the urge to the familiar, but also the urge to the novel. They seemingly have no sense until you realize that our brain is a really elegant way of balancing between risk and reward. Follow Allan on LinkedIn: https://www.linkedin.com/in/allengannett/

HOW NOT TO SUCK WITH CONTENT MARKETING AND GENERATE A STABLE HIGH-QUALITY TRAFFIC FLOW AND LEADS FOR B2B SERVICE-BASED AND TECH COMPANIES.I bet that everybody has heard and at least tried content marketing.I also bet that everybody knows about "creating valuable content."The truth is that most B2B blog posts don't generate more than 1 000 views regardless of how great the content is.It doesn't matter if your team works on the content or you outsource it, you'll waste money until you master content distribution.Until your content will get the views from your target accounts.Until your content will start generating leads.Today I want to renew our live series and talk to my go-to guy when it comes to content marketing, Chris Von WilpertChris is a VP of marketing and Marketing advisor at Sumo and a person who made $100,000 From One Blog Post With $688.71 Ad Spend.Not to say he was in charge of exponentially growing Sumo's traffic and pipeline.In this episode, I picked up his brains to learn how to generate high-quality traffic and convert it on narrow B2B markets while selling high-ticket services.We talked about:1. How to promote your content if the target audience doesn't hang out on forums or communities?2. How to promote content if you want to attract the attention of pre-selected target accounts?3. How to promote content in communities if admins disallow drop links?4. If you have 0 audience, zero credibility and brand awareness, and you are working in a narrow B2B market, how will you promote your first blog post?5. If you have a long sales cycle, how to nurture your prospects to shorten it and accelerate deals? What content to use?6. What are the minimal resources if you want to start a content marketing today in a narrow B2B market? What team do you need? What stack? And what budget?

After the GDPR law became enforceable, many B2B companies started to think about an alternative to traditional lead generation methods as cold calls and cold outreach. This meant a New Renaissance for inbound marketing.Yet inbound marketing is a long-term strategy, many companies who started to implement it, didn’t see any tangible results in the first year. Last week I shared the content distribution process @Chris from Sumo has. If you read it, you saw that MOST pieces of content marketers create, never pass 1.000 visitors.Not to say they don't generate leads at all.Last June I met one of the best world B2B inbound marketers Sujan Patel and asked him how to leverage inbound marketing and generate a steady flow of high-quality leads.Want to listen to our discussion and sneak peek inside Sujan's process?In this episode you'll learn:+ How to set up inbound marketing the right way from the early beginning?+ What are the most common mistakes with inbound marketing and what pitfalls companies should avoid?+ How to create an effective inbound marketing strategy?+ What is great content and how to create it?+ How to distribute content the right way?+ How to choose the right channels for content distribution?+ How to measure the efficiency of inbound marketing