Full-Funnel B2B Marketing Show

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

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ How would you create a marketing plan if you are starting from scratch and have a limited budget?No matter, you are joining a startup or get the position of VP of marketing at an enterprise company, this question will appear in your agenda since Day 1.3 years ago Kieran Flanagan joined the Hubspot team to help them get out from the traffic plateau. Here is a step by step process Kieran used.1. Develop ICP and understand the customer journey2. Run competitors analysis to figure out acquisition channels3. Set up strategical goals where you want to be at the end of the year4. Understand what skills and roles (your team) you need to achieve these goals5. Set up north star metric (NSM)6. Analyze historical traffic and acquisition data6. Set up several experiments aligning them around NSM and using max 2 channels until you excel them or reach traffic/acquisition plateau7. Be flexible and adjust your marketing plan every month according to the results you getRecently I had a conversation with Kieran where discussed the exact process he uses to develop a B2B marketing strategy including marketing plan and budget management.Kieran's blog: https://www.kieranflanagan.ioHubspot Marketing blog: https://blog.hubspot.com/marketing

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ You can't, unfortunately, buy a beer with leads or clicks to your website.The craziest paradox I see in B2B marketing is when marketers celebrate achieved leads quota while the sales team doesn't hit sales quota.This misalignment leads to ineffective marketing campaigns which generate low-quality leads.At the same time, this leads to infamous sales and marketing war when marketers blame the sales team that they can't close deals while sales retort that marketing generates weak leads.The modern B2B marketer should be revenue responsible and take care of sales number or, how Matt Heinz says: B2B marketers can ensure and embrace revenue responsibility through the entire funnel.Even if the lead was generated, marketers can still impact pipeline velocity, help the sales team to close more deals and ensure that leads fit the ideal customer profile.The problem is that not so many marketers are eager to become revenue responsibly and not so many companies have a good environment and culture for this.I invited Matt Heinz to share his thoughts on how to leverage full-funnel marketing and how to set up revenue-responsible marketing culture.From the episode, you'll also learn:* What should be the role of the modern marketer in the sales process* The right way to map the b2b buyer’s journey* How to define the steps that should be taken at every stage of the buyer’s journey* The most important metrics to track at every stage of buyer’s journey* The right way to align sales and marketing teams around your strategy and around outputs instead of inputs, and coordinate sales and marketing activity to close more deals in less time?* How B2B marketers can be involved in revenue responsibility* Activities that can be run to accelerate sales pipeline velocity

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ According to Hubspot, companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured. If you spent several years in B2B marketing, you've undoubtedly heard for life about the benefits of lead nurturing.Building trust and relationship with your audience. Accelerating sales pipeline. Increasing average deal value.On the surface, lead nurturing program looks pretty straightforward: "get the contact and send the valuable content."This is the exact reason why so miserable amount of companies has an effective lead nurturing in place.According to the same stats from Hubspot 65% of B2B marketers have not even established lead nurturing. The problem is if you'd like to learn more, you won't find any good content besides essential guides from Marketo and Hubspot.That's why invited Samantha Stone to talk about the step by step approach how to establish an effective lead nurturing program.Here are 4 steps from Samantha:1. Segment all your leads by their job role and group them by the stage of customer journey they are now.2. Audit all the content you've already (blogs, webinars, knowledge database, etc.) and identify priority gaps.3. Write down all the possible channels to nurture the leads (retargeting, events, emails, direct mail, sales team communication, etc.)4. Align the content with segments, channels, and timing5. Measure the overall impact of lead nurturing on opportunities, closed deals and revenue6. Be ready you won't have a perfect program from the beginning :)From the episode, you'll also learn:* What are the right steps to plan and set up lead nurturing program?* What pitfalls you should avoid?* How to align the lead nurturing program with the buyer’s journey?* How to define what content to send on every stage of lead nurturing?* How to figure out the proper length of lead nurturing?* How you can describe lead scoring? Is it necessary to apply it to lead nurturing program? What is the right way to apply it?* The most common question about lead nurturing I get is how to measure the efficiency of lead nurturing. What are the right metrics to track?* What tools do you use or can recommend for setting up the lead nurturing campaign?

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ What will you do if your client/employer will hire you to grow the business from $100k to $500k in MRR? How would you define the marketing strategy?The common process is: (read the detailed guide here: https://www.linkedin.com/pulse/b2b-marketing-strategy-framework-step-guide-andrei-zinkevich/)1. Market segmentation and prioritization2. Ideal customer profile3. Competitor's analysis4. Positioning and unique selling proposition5. Customer journey 6. Channels7. Goals and metricsBut before you start working on the first step there are 2 important things you'd think about: + the challenges you might have+ the backward road from the company's goals to the current situationIn the latest podcast episode of the System B2B Marketing show, I invited Ferdinand Goetzen to nail the topic.Here are 4 tips if you are working on the roadmap for the company’s growth.1. Analyze other companies from your or similar industries what did they doto scale revenue? How did they go from 20 to 40 team members?2. Analyze what challenges did they have so you can prepare in advance?3. Define the ideal setup and work backward from the goals you have.4. Divide the goals into milestones, then - into projects and then into the experiments.Listen to the episode and learn how Recruitee became one of the fastest growing SaaS companies in the Netherlands with the system b2b growth marketing approach.

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ Among all business books, my favorite is success stories and businessmen biographies. From these books, you don't get the exact instructions on how to grow business or generate leads. Instead, you can see how founders took decisions, how did they accept different challenges, what approaches did they use.If you can read between the lines, you'll get much more valuable tips than from the best marketing or sales book.This is exact reason I always try to meet and interview founders who successfully grew their businesses. Especially, if they did it on the highly competitive market.Today I want to share with you a growth story of Jot Url and my conversation with their founder, Janosch Lenzi.Janosch came to the overcrowded market with established competitors as Bit.ly, Snip.ly, Clickmeter, PixelMe, but grew his company up to 7.000 usersThis really made me surprised because the links shortening market is "famous" for its low readiness to pay. Marketers tend to use free tools and dislike to pay.What made me more surprised when Janosch shared a story how did the penetrate into several enterprise accounts.Listen to our conversation where Janosch shares Jot URL launch strategy and the campaign they used to close deals with enterprise companies.