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@Howie Goldfarb @TomMartin @ginidietrich Howie you nailed it sir.... you just defined the GULF that exists between marketing (even bigger if you toss in agency) and sales. The #1 reason I used to make my AE's do ride alongs with B2B sales reps... so they (the AE) could walk a mile in the sales person's shoes and really understand what they needed to obtain their goals...commissions, etc. That lack of understanding on BOTH sides of the aisle is what holds back (IMO) 99% of B2B success. Sales & Marketing teams need marriage counseling... or at least a really good translator... otherwise, nothing changes. Thanks for chiming in Howie...wish you could have joined us live... would have been a great voice to add to the convo.
2 months ago on Join Tom Martin for a Special Author Q&A Today
@belllindsay @TomMartin thanks... always a pleasure to chat with y'all... thanks again for inviting me.
@belllindsay @TomMartin @ginidietrich well that makes 2 of us
@Eleanor Pierce david serino, tom webster, argggg mind blanking... but do yourself a favor and really look hard at the presenters at any conference (the ones you've never heard of) and give them a chance vs defaulting to the big names... you might learn something
@Eleanor Pierce i dress to the audience... i usually go suit no tie...
@belllindsay love the roosevelt, hyatt, and if you're into B&Bs the Melrose Mansion...
@ginidietrich Not sure... everyone always asks my wife "So when is he writing his next book?" and she always responds, "I don't know... ask his next wife." So I'm guessing unless I get completely fired up to do one... or decide I can live without 50% of my stuff... probably not ;-)
@ginidietrich love to hear that.... personally I'm most interested in how it allows you to add context to curated content...also really digging how it can be used by marketing depts to create useful content that sales can then push to leads/prospects to help close the deal.
Think FAQ batch, comparative review Batch...etc
@biggreenpen thanks... I find it looks best on the inside cover of a certain book ;-)
@ginidietrich Besides you??? Sally Hogshead is the one that most stands out... great info, great stage presence... truly good all around
@ginidietrich well not my Saints if they don't get off their asses and start winning.... ;-)
@belllindsay @TomMartin @ginidietrich lazy conferences... book the big names to sell the tickets... regardless of whether the audience will benefit.... But audiences ultimately to blame... because if we wouldn't buy the conferences wouldn't do it.
@Eleanor Pierce @ginidietrich @TomMartin That would require folks to know me... #BLister
@ginidietrich @TomMartin when I see speakers delivering crap on stage.... funny story after funny story but no meat... nothing the audience can take home to show their boss what they learned. Or the talk totally hasn't been dialed into the audience or segment... Yet I see these same folks time and time again... drives me batshit crazy... why conferences keep recycling this stuff just drives me crazy... audiences deserve to attend top notch sessions every session... but so often you talk to folks and ask them, what where your fav sessions and you get maybe one or two named... that's just wrong. </rant>
@ginidietrich do you want the honest answer?
@Eleanor Pierce @TomMartin @belllindsay southern boy... we call them drinks down here ;-)
@belllindsay @TomMartin Buffalo Trace with a splash of water over ice.
@ginidietrich depends... do I get to ask any? ;-)
@belllindsay what is a tipple?
@HeatherTweedy @ginidietrich @belllindsay @TomMartin
@belllindsay @TomMartin well you're better than me... I just don't like talking to people ;-) Seriously.... yes the digital selling world really is far more accommdating to introverts
@HeatherTweedy depends ;-)
@belllindsay in a traditional outbound cold call model -- no I don't think everyone can sell. Now if you're talking invisible sale, propinquity and inbound models... yes... in some cases I think the introvets of the world do better because they have more patience and that is the #1 character trait required for success in this inbound model
@ginidietrich @TomMartin @ClayMorgan @LauraPetrolino you had your answer after the 2nd or 3rd time. I'm a real jerk with the budget question. If I ask it and get no answer or something fishy I explain the economics of a marketing firm... and how I just don't chase that which I can't quantify... that usually gets us to a clear place pretty quickly.
@ginidietrich @Kara @belllindsay @TomMartin I don't know.. I've actually run a few RFP processes for clients and they didn't have a preRFP favorite... the problem with RFPs is it's just a horrible way to pick a marketing partner... Like speed dating to find a spouse... just doesn't make any logical sense when you think about it.
@ClayMorgan don't think there is any one answer to this... more of a "feeling" --- over the last 20+ years of selling marketing services I've sort of developed a sixth sense on this... words people use, phrases in their communication, questions they ask.... my spidey sense goes off and I can just feel they aren't a real lead. And every time I ignore my spidey sense... I live to regret it.
@ClayMorgan @TomMartin @LauraPetrolino hard for all of us... but #1 thing to do if you don't want to spin your wheels... every minute you spend with a lead that doesn't convert is wasted non-billable time.
@ginidietrich @TomMartin I'll be waiting for the email ;-)
@LauraPetrolino in the digital world... content consumption... people lie but behaviors don't. track what they consume, how often, how long, etc... behavioral clues will help you figure out who's serious and who isn't. Then establish budget as early as you can in the process. Everyone loves to window shop but when you actually have to pull out your wallet and pay for the doggy in the window... well that separates the serious from the just looking crowd really, really fast.
@ginidietrich @TomMartin i'm must going to screengrab that last comment and post it on my site... ;-)
@ginidietrich LOL -- were you in Jason Miller's B2B session????
I get similar stuff all the time.... my guess, you're not making use of CTAs... you're being all "I'm not here to sell you but educate you" social media appropriate... so people miss the business side of your blog.
@ginidietrich well you create a lot more than me ;-)But when I'm being good at it -- I'm being disciplined... using technology like Speech to Text and I'm being strategic... I'm also applying ecosystem content planning... I'm not creating anything once but always looking to repurpose in another channel (convert a presentation to a webinar to a podcast to a blog post) or craft like but different content (blog post on dragon speaks becomes a guest post on losing weight by blogging).... the ecosystem thinking is the key to me.
@belllindsay nope. In fact I think it can be more personal. Take the podcast discussion below... video and audio podcasts help sales people/brands build personal level relationships with prospects. Social media does the same thing... it gives sales person and prospect an opp to see each other as people that share common interests, etc.
@ClayMorgan @TomMartin @ginidietrich yes but that's not going to change anytime soon.... so might as well deal with it and move on...
@ginidietrich @TomMartin @belllindsay i know... crazy thought eh?
@belllindsay @TomMartin you just have to be more creative.... do something that has PR appeal and get some ink... http://adage.com/article/news/marketing-tabasco-backs-mardi-gras-social-media-experiment/141550/ all of a sudden, internal visibility isn't so hard to come by. Find the folks with R&D money in their budget... and price your project so folks can fit it into that budget. Then launch. Ask for forgivness not permission.
@ginidietrich tough one... I usually find the early adopters... those that are willing to try and then work extra hard to get them a win or two... then I evangelize their win internally and treat them like an apostle... once they start talking it up... talking about how they're seeing success...funny how sales peoples' competitive spirit takes over and the rest of the sales team starts getting religion.
@ginidietrich @TomMartin isn't it? bet they already felt like they had a relationship with you... hard to do that with text
@jessicamalnik too many are chasing the click when what they really should focus on is the conversion http://www.conversedigital.com/content-marketing-strategy/content-marketing-agency-strategy-recommendation
@ClayMorgan audio and video quality is like clothing... you dress "to the client or audience" -- I don't show up for a major keynote in jeans and a t-shirt (though some speakers would) I put on a suit... same goes with your content. You create at the level expected by your audience to take it seriously.
@LauraPetrolino you mean besides pushing a qualified lead away? Not sure I've seen anyone do that... can you elaborate?
@belllindsay show don't tell...create small proof of concept projects... small enough that if they fail, no one gets fired... but if they are successful they have huge upside.
@HeatherTweedy you don't get to make that decision... the buyer does...
@ginidietrich very much a YAY but still don't do it...shame on me. There are so many great reasons to do it beyond just audience and brand building. It's an incredibly effective relationship building tool and a super sneaky way to prospect for new clients... detailed it out in the book Chp 13...
@ClayMorgan @TomMartin seriously... I like how Aikido is all about letting the oponent come to you and then using their momentum against them... aikido selling is the same thing. you use a self-educated buyer's knowledge or better stated lack of against them. You turn the tables and complete their education... in a way that favors your product... thus you close the deal
@Eleanor Pierce awareness gets you into a Google search... Preference gets you an inbound lead via email or phone. Preference lands you top of stack so even if you have to do an RFP or competitive bid... the prospect is already pushing for you to win... and in tight contests that internal champion can be the difference between winning and losing
@ClayMorgan ha nothing against judo... but I'm a big Steven Segal fan... and he's an Aikido Master... it was my homage to him.
@belllindsay @TomMartin @LauraPetrolino or dating... all about seducing the invisible visitor to become a visible prospect.
@ginidietrich @TomMartin would you settle for a guest post ;-) http://www.marketingprofs.com/opinions/2013/23914/how-to-lose-weight-while-blogginggotta walk the walk right?
@belllindsay @TomMartin @LauraPetrolino no most often they are not gated... one or two links may lead to gated content but the beauty is that we can keep giving you the free stuff along with gated... when you're ready you'll cross over to gated, become a visible lead and bingo -- the closing process begins.