B2B Marketing Mindset

66% of CEO’s report they struggle with imposter syndrome. In this podcast, we discuss the intersection of thought leadership and it’s natural kryptonite “imposter syndrome”. I’ll take an imposter syndrome test live on-air and we’ll share insight from our combined 60 years as thought leaders. If you sell expertise and are working as a thought leader or implementing a thought leadership strategy, you’ll want to join the discussion. Have you felt like an imposter in your professional life? Do you worry about people finding out you “aren’t good enough?” Do you often feel like you don’t deserve the success you have earned? It’s time to tell the truth about marketing.

Today Bill Lowell and I discuss Relationship Marketing. I can’t count the number of times I’ve heard somebody say, “Marketing doesn’t work for us. Our business is all relationship driven.”And I think to myself, “How unfortunate, this otherwise intelligent person has no idea about the potential of using marketing approaches to drive more referrals and maintain longer, more profitable relationships…” Then I realize my mic is hot. But my point still stands.What is marketing but your relationship with the customer? Good marketing strategy starts, nurtures and strengthens relationships – at a tiny fraction of the “cost per touch” of throwing a bunch of sales people at the problem.How many conversations can a salesperson have over the course of a month? 20? 50? 100? How much does that salesperson cost? Six figures? Easy.Let’s say a successful salesperson’s total cost of ownership is around $180k 180K/50 conversations = $3,600 per conversation.Marketing tactics like email, social media, video, websites, PR, community relations et. al can have those conversations with tens of thousands in an instant. Ask a 20-something Instagram influencer. (BTW I also was attractive and skinny when I was in my early 20’s. All you Instafluencers should keep that in mind.)

Today we take a critical look at the future of Artificial Intelligence in sales and marketing.Our guest is Bill Leake with Apogee Results together with my co-host William Lowell.A.I. tells us that the dangers of…uh…itself include:1. Job Loss: There are concerns that AI will automate many marketing tasks, leading to job loss for human marketing professionals.2. Data Privacy: AI systems rely on large amounts of data, and there are concerns about how companies will collect, store, and use this data, leading to potential data breaches and privacy violations.3. Bias: There are concerns that AI systems may perpetuate or even amplify societal biases, leading to unfair targeting and discrimination.4. Lack of Transparency: AI systems can make decisions and predictions that are difficult for humans to understand or explain, leading to a lack of transparency and trust. Dependence on technology: Companies may become too dependent on AI and automation, losing the human touch and creativity in their marketing efforts5. Decrease in creativity and Innovation: AI can automate many routine tasks, but it can also stifle creativity and innovation as companies rely too heavily on technology to drive their marketing efforts.6. Lack of regulation: The lack of regulation and oversight of AI systems can create a sense of uncertainty and unease among consumers and businesses

In this podcast I’m telling the truth about nasty networkers – the folks you hide from and mock behind their backs.My friend, Scott Ingram did a survey a few years back about what people hate about networking and bad networkers.Here I’ll be expanding on eleven horrible, nasty, nauseating mistakes people make that makes everyone else hate networking.1. Selfish. Not interested in helping others.2. Doesn’t ask questions. Talks too much.3. Bashes or otherwise acts inappropriately towards competitors.4. Uses high pressure and other bad sales techniques.5. Abuses contact information. Sends spam and other unwanted communication.6. Ignores business card etiquette.7. Social climber. Always looking for somebody better to talk to.8. Not open.9. Naive and needs education (about proper networking).10. More interested in the quantity of connections, not their quality.11. Disrespectful.In the end I think that “Nasty Networking” is driven primarily by either naivete or desperation. I saw a quote recently that suggested that the selfish type of taker networking is not networking at all, but rather Needworking. My hope is that by sharing this list we can help the naive/needworkers get onto the path of true networking.

Today my guest is Dan Klopp and we are talking about a topic that is sure to confuse and amuse.There is a huge difference between a “market expert” and a “marketing expert” and if you get them mixed up – that’s probably going to be an expensive mistake.