Marketing For The Sales Guy: Recent Episodes
Jeremy Orritt
Marketing ideas for B2B marketing professionals and for sales people that want to reach and engage with prospects in a different way.
Cara Wong and I talked about B2B marketing in more traditional industries - how it is different and how has it changed. Some of the questions we discussed included the following:
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What are the biggest changes you have seen in marketing in the last few years in traditional B2B companies?
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Social media might not be considered a strong channel for traditional B2B do you agree or disagree?
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If you could only use one marketing channel to promote your products or services, what would it be and why?
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How important is data in refining targeting and engagement strategies and how might that have changed?
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Event marketing has been a major channel for traditional B2B businesses, what changes have you seen in the last few years.
If you want to reach out to Cara do connect on LinkedIn:
https://www.linkedin.com/in/carawongkx/
On the podcast today we have Naomi Soman Founder of Storylogick Consulting and we are going to be talking about conversion focused copwriting. Some of the questions we consider are the following:
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Most people would advise beginning the copywriting process by establishing a buyer persona - how valuable is that and what are your key methods?
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What is your approach to adapting messaging throughout different stages of the sales funnel?
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What are some of the challenges, and best ways to optimize copy in landing pages for conversions?
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How can you improve the quality rather than quantity of leads?
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What are the best ways to measure the success of marketing copy?
-What role does GenAI play currently in copywriting? How do you use it?
If you want to treach out to Naomi to find out more about copywriting do reach out on LinkedIn
This podcast was recorded in December with Jeremiah Su from Superminted - a brand mangement agency and we are going to talk about Social Media Marketing. Some of the questions we discussed include the following:
-What are the main differences between B2B and B2C social media marketing?
-How do you determine which social media channels to use for a B2B brand versus a B2C brand?
- What are some common mistakes that B2B companies make when it comes to social media marketing?
- How can B2B companies measure the effectiveness of their social media marketing efforts?
- What are some best practices for creating content for B2B social media marketing?
- How important is it for B2B companies to engage with their followers on social media, and how can they do so effectively?
-How do you balance promoting a B2B brand on social media with providing value to your audience?
-How do you stay up-to-date with the latest trends and changes in B2B social media marketing?If you want to connect with Jeremiah see the link below:
https://www.linkedin.com/in/jeremiahsu/
On the podcast today I am joined by Laura Kantor from the Climate Club and we are going to talk about Marketing and Sustainability. Some of the questions we discussed include the following:
- What is sustainability marketing and why is it important?
- How can sustainability marketing help attract and retain customers?
- What are some examples of sustainable marketing initiatives
- How can the impact of sustainability marketing be measured
- How can sustainability marketing impact a company's business goals?
- How can sustainability marketing impact customer behavior?
If you want to connect with Laura see the link below:
LinkedIn: https://www.linkedin.com/in/laura-k-a5372930/
On the podcast today I am joined by Cath Brands, CMO and Innovation Officer at Flintfox and we are going to talk about the importance of pricing and pricing platforms. Some of the questions we discussed include the following:
- How do pricing platforms help companies and why are platforms so important?
- What types of companies or industries benefit most from pricing platforms?
- How do you measure the success of your pricing platforms?
- How do you ensure the security of sensitive pricing data?
- How challenging is pricing using multiple channels
- What are the benefits of rebate programs and what are some of the key challenges
- How does margin management fit into pricing and rebate discussions?
- How do you maximize margins during sales seasons? If you want to connect see the links below:
Cath on LinkedIn: https://www.linkedin.com/in/cath-brands-257ab01b/
Flintfox Website: https://www.flintfox.com/
Flintfox Vlog: https://www.flintfox.com/video-content-hub/
On the podcast today I am joined by James Maclean-Horton from the Kids Club Early Childhood Learning Centres and we are going to talk through a variety of marketing topics - a real Q and A session. Some of the questions we discussed include the following:
- Should marketers become specialists with key skill sets or become more generalists?
- What kind of marketers should recruiters/CMO’s look for, what are the key skills or attributes they should be on the look out for?
- How should marketers use technology
- The recession word! How should marketers change their marketing when in a possible recession?
- Is traditional lead generation on the decline in B2B marketing?
- How do you really build trust in the more professional/cynical world of B2B marketing?
- What can B2B marketers learn from B2C marketers?
- How relevant is ABM now for B2B markers less or more so? If you want to connect with James see the links below:
LinkedIn: https://www.linkedin.com/in/jmachorton/
On the podcast today I am joined by Mark Tovbis from Mutinex and we are going to talk about Marketing Mix Modeling. Some of the questions we discussed include the following:
- What is marketing mix modelling and how might it have changed from when marketers first came across the idea?
- What key data sources should I use for my modelling?
- What are the challenges involved in collecting data and what best practices would you advise?
- Is it only for performance marketing or is it relevant for branding measurement too?
- What are the current and future challenges of marketing attribution and what role can MMM play?
- What are some of the challenges companies have in implementing MMM
If you want to connect with Mark or find out more about Markering Mix Modeling or Mutinex see the links below:
LinkedIn: https://www.linkedin.com/in/mtovbis/
Website: https://mutinex.co/
On the podcast today I am joined by Julian Lumpkin from SuccessKit and we are going to talk about how best to use case studies. Some of the questions we tackle include the following:
- What are the specific benefits of using case studies?
- What are some of the common mistakes marketers make with case studies?
- How do you choose the right case study to use? What are the key elements of a good case study?
- How do you create a compelling narrative for a case study?
- How important today is it to include proof points, metrics in case studies and how easy is that to do.
- How do you incorporate case studies into your sales and marketing strategy?
If you want to find out more about case studies you can reach out to Julian on LinkedIn or at the website:
https://www.linkedin.com/in/julian-lumpkin-b845aa15/
https://successkit.io/
In the solo podcast today we discuss B2B companies and how they can use podcasts for marketing. Considering the following ideas:
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Why should B2B companies use podcasts for marketing? The Pro's and Con's.
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Going off on a slight tangent, a 5 min discussion on generative AI
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What to consder next about using podcasts (Beyond the technical and equipment considerations)
A short solo podcast looking at the topic of thought leadership content:
What is it?
What should it be?
How is it performing
Some thoughts on how to improve thought leadership content.
Link to Justin Welsh who provides some excellent content and advice on this topic: https://www.justinwelsh.me/
A discussion with Phil Johnson, Founder of Master of Business Development Inc. We discussed the topic of Emotional Intelligence, here are some of the questions I posed to Phil:
What is Emotional Intelligence and why is it important?
How is it developed and can anyone develop their emotional intelligence?
What’s the difference between EQ and IQ?
What are the benefits of emotional intelligence?
How might it be important to marketers in terms of how they use it in their role from day to day - communicate with prospects but also how it might help their career?
What are the main barriers that hinder the development of emotional intelligence?
Can emotional intelligence guarantee personal, career and corporate success?
Who are some companies that are using EQ to obtain remarkable results?
To connect with Phil do reach out to him at: https://calendly.com/mblcoach/chat-with-phil
A solo podcast today on the topic of purpose and marketing in B2B
Everywhere you look now purpose is becoming an important part of the message brands are communicating
We are told that the modern consumer cares about the environment, social and governance issues - ESG
They care so much it impacts their purchasing decisions and brand choices - which brands they buy, care about or follow
Especially modern consumers - the millennials and younger, the Gen Z or future groups of consumers - the purpose generation
So maybe purpose is now or is becoming an important factor for B2B marketing - let's discuss.
A link to some great questions to consider from Stephen Dupont: https://stephendupont.co/purpose-driven-brands/
A discussion with Luca Destefanis, Head of Marketing, APAC at Kyndryl.
We discuss two or three ideas from the HBR article: 5-ways marketing leaders can drive value in 2022 by Janet Balis: https://hbr.org/2022/02/5-ways-marketing-leaders-can-drive-value-in-2022
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Three approaches to the sales and marketing alignment challenge.
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The marketing contribution to the business - the difference between business impact and marketing efficiency
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The key challenges for marketing recruitment and retention
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Empowering and developing marketing talent.
To connect with Luca do reach out to him on LinkedIn: https://www.linkedin.com/in/lucadestefanis/
A discussion with Audrey Khong founder of Audrey Khong Consulting Limited - a virtual CMO, branding and marketing consultancy.
We discuss the idea and reality of the virtual Chief Marketing Officer, including:
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The role of the virtual CMO in different companies
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The pro's and con's of the virtual CMO for companies and for the virtual CMO's themselves
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The biggest challenges encountered and how they were solved
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Advice to marketers thinking of taking on the role of the Virtual CMO
To connect with Audrey do reach out to her on LinkedIn: https://www.linkedin.com/in/audreykhong/
This was a solo episode based on an article I read recently in the Harvard Business Review - 10 Truths About Marketing After the Pandemic - by Janet Balis who leads EY’s consulting professionals in the Americas focused on the customer agenda and revenue growth, including commercial excellence, customer experience and product innovation and also leads EY’s CMO practice.
I focused the discussion on three of these truths, in the order Janet discussed them:
1. Old truth: Marketing begins with knowing your customer. New truth: Marketing begins with knowing your customer segment. 3. Old truth: Customers hope you have what they want. New truth: Customers expect you to have exactly what they want.
6. Old truth: Relationships matter. New truth: Relationships are everything.
You can access the full article here at: https://hbr.org/2021/03/10-truths-about-marketing-after-the-pandemic
A good discussion with Tim Saw Director of Strategic Communications and Partnerships at InvestKL.
InvestKL is an Investment Promotion Agency focused on attracting multinational and fast growing companies to establish their regional hubs in Greater Kuala Lumpur.
Tim and his team have been successful in attracting multinational companies to locate in Greater KL, but we look at some of the challenges in the industry at attracting investment and relocation and how different that is to marketing normal products and services.
We also discuss his approach to content marketing and how live events, traditionally a strong channel for marketing inward investment, has been impacted and how InvestKl have gone about developing and maintaining relationships.
To find out more about InvestKL visit their website at: https://www.investkl.gov.my/default.aspx
To connect with Tim do reach out to him on LinkedIn: https://www.linkedin.com/in/tim-saw-3195063/
I really enjoyed this discussion with Chris Greenough Chief Marketing Officer at Everise - a customer experience transformation company. We talked about a number of ideas around self identity and what that means for marketing, including some of the following:
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Self identity & marketing - predictions for the next decade.
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Deep fakes and new face?
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Synthetic influencers and bots.
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Dark marketing and moves towards anti-technology.
Link to podcast: https://anchor.fm/marketingforthesalesguy
If you want to connect with Chris: https://www.linkedin.com/in/chrisjgreenough/
Link to Chris's article relating to this podcast: https://www.linkedin.com/pulse/2030-decade-fluid-identity-chris-greenough/
An interview with Jason Cutter CEO and Founder of Cutter Consulting Group and author of "Selling With Authentic Persuasion". Today on the program we talk about sales and cover the following topics:
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Sales stereotypes: how true are they?
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Three key ideas from Jason's recent book - self awareness, "your why" and leadership
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Understanding your prospects
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Challenges in sales today
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Persuasion or manipulation - Jason's take on this.
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How sales has changed?
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Moving conversations forward
For any questions about what we have discussed, enquiries about sales training or to find out more about Jason's book you can reach him on LinkedIn: https://www.linkedin.com/in/jascut/
Or, probably the best way to connect is via the website: https://jasoncutter.com/ - where you can access Jason's book, podcast, and lots of great content.
A solo episode this time where I review two articles on Sales & Marketing alignment and give my own views. I cover some of the following topics:
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A checklist of ideas that aim to help sales and marketing alignment
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Practical ideas for sales and marketing teams to use
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A discussion on social selling and the role that plays.
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Some uncomfortable truths about sales & marketing alignment
Here are links to the two articles I discussed in the program:
Hubspot article by Carolina Samsing:
https://blog.hubspot.com/marketing/tried-and-true-sales-marketing-alignment
Salesforce article taken from Jill Rowly talk at Dreamforce conference:
https://www.salesforce.com/quotable/articles/sales-marketing-alignment/
An interview with Cristina Viscasillas from the media agency Carat based in Singapore. Today on the program we talk about all things programmatic advertising and cover the following topics:
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What parts of the marketing funnel are best suited to programmatic?
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Targeting - How targeted can you be? How targeted should you be?
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What size and kind of companies could best utilize programmatic?
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What about brand safety?
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What does the future hold for programmatic in the next few years?
Cristina suggested a few sources to find out more about programmatic advertising, including the following:
https://www.thinkwithgoogle.com/marketing-resources/programmatic/
https://www.thetradedesk.com/blog/programmatic-explained
https://www.mediamath.com/platform/
Or you can reach out to Cristina on LinkedIn if you have any questions.
An interview with Piyachart Isarphakdee (Arm), CEO at Brandi - a brand consulting firm based in Bangkok, Thailand.
We cover a fair few topics in this episode so I have listed out so of the main items we discuss:
Brand centralisation - Not just about profit, but shared values, the three P's: Profit, People & Planet
Brand 4.0 - The four stages: 1. Industrialisation (Products/Services), 2. Information (Greater customer personalisation), 3. Social (Shared community values), 4. Transformation (The consumer is in charge)
How to cope with Covid-19 - Focus on operations for sure, but think about changing mindset to value based and seek new opportunities
The Brandi approach - Above the ocean strategy
How can a brand develop purpose - Pick one of the 17 global Social Development Goals, the one that makes most sense for your brand.
Brands with negative perception - Improve your process in some way that creates something positive or separate product and brand and do some good with your brand and produce a net positive impact.
For more information about Brandi you can reach them at: https://www.brandiandcompanies.com/
A discussion this week with Ty Yaffe from Luxu Technologies on a variety of sales & marketing ideas including:
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Video messaging
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Multi touch marketing attribution
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Marketing mix modeling
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How to experiment with your marketing
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Facebook shops and shopify: making it easier yor your customers
To reach out and connect with Ty you can connect with him at LinkedIn: https://www.linkedin.com/in/tyyaffe/ or Email: ty@luxu.co
An interesting discussion on the nature of webinars and virtual events with Rohan Chandhok, Marketing Director at Oracle Asia Pacific.
Rohan talks about rethinking how we view virtual events, how to prepare content, how to differentiate events, how to really engage audiences and ways to promote events. Rohan has a great deal of practical experience in these areas and some really insightful ideas.
If you want to reach out to Rohan you can reach him via LinkedIn: https://www.linkedin.com/in/rohanchandhok/ or at Twitter @rohanchandhok
This week I have Rohan Chandhok, Marketing Director at Oracle, on the show who has some interesting things to say about virtual events and webinars.
An interview with Andrew Lupton an expert in e-learning, currently employed in a full time contract as a Learning Technology Consultant embedded in a major Hong Kong aviation client Andrew shares his experience and advice on working from home during the coronavirus crisis. We talk about Andrew's experience of using Microsoft Teams. Setting up a structure to work from home, organizing work,meetings and maintaining some work like habits like dress and routines. The importance of being social, sharing and using remote working as an opportunity to get know colleagues better. Also an opportunity to learn something new and motivate each other to learn a new skill each week. Even choosing virtual backgrounds on platform like Zoom can be a source of inspiration and fun to discuss why you chose certain backgrounds. You can connect with Andrew at the following: Twitter: @Edinlearn and LinkedIn https://hk.linkedin.com/in/andrewlupton Andrew also has some suggestions for further reading on the subject: UK Govt. Cybersecurity: Home working: preparing your organisation and staff https://www.ncsc.gov.uk/guidance/home-working Comprehensive home work tips with some great links. https://www.ceros.com/inspire/blog/remote-work-ultimate-guide-2020/ Action For happiness wellness site https://www.actionforhappiness.org There are also some interesting articles on HBR.org on this subject at: https://hbr.org/search?search_type=&term=remote+working&sort=publication_date
How effective are webinars in Asia for B2B marketers and some best practice suggestions.
How important are webinars for marketers, especially in Asia?
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73% marketers say it is the best way to generate leads - 44% plan to increase investment in webinars
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Effective for business leaders, 50% say they use webinars to consume business content - 40% say its most effective way to consume content
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Not many figures for Asia, though 60% of marketers use webinars in Singapore (And I am receiving more enquiries about webinars)
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ON24 (The webinar platform) report almost 1,800 webinars took place in Asia Pacific using their platform in 2019
What are webinar best practices?
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According to Gotowebinars (Another webinar platform) Mon-Wed are best days to promote (Tue best day) and 8-10am best times
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Email is still the best channel (73% of registrations), the longer the better to promote but most results happen week before webinar
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Generally Wed or Thu best days to have webinar, at either 10am or 11am (Does vary though according to market)
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60 min webinars attract more registrations than 30min webinars and marketing webinars average 30-40% live attendance
How can we improve the effectiveness of webinars?
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ON24 recommend make the event feel more live, use extensive Q&Q and surveys, treat as engagement not just lead gen.
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Use audio, not just video, 60% of webinars are audio, evidence suggests audio works better for execs to consume and retain content
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Use shorter webinars, more focused content to create great personalisation - and repurpose for ABM campaigns
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Consider "always on" webinars that are activated when prospect view your site, capture the moment they are most interested.
Be upfront with pricing discussions and what is the right mind of motivation to use for sales teams.
Deciding on most suitable accounts, purchasing intent data, consideration for smaller companies