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The B2B Event Marketing Gap That Will Make Or Break Your Success

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                                        Read the full transcript on the Heinz Marketing blog starting Mon. 10/29/18 - 6am PST.

Another great episode, "The B2B Event Marketing Gap That Will Make or Break Your Success." Matt Heinz talks with Laura Vogel.

"....a lot of event managers these days ... are great at being able to produce an event. But that's just step one. And what they really have to do is get butts in seats. ... how do we get the people there? How do we make sure we've got 2000, 3000, 5000 people in the room because what's really happening is you think about the spring or you think about the fall, especially if these are marketing events, there has never been more competition than there is today.

"...So the number one thing I tell people is they have to really start with their marketing campaign when they start thinking about their content. I think what people tend to do is they start thinking about the marketing far too late in the game, and they really have to take it way back. And it really starts to happen when they're thinking about their content which tends to come first. They start thinking about their content a year in advance and they say, "okay, what's going to be our theme?" "How are we going to create our agenda?" And "How are we going to do those things?" When you do that, that's when you're thinking about your marketing. Because those two things go hand in hand.

Listen in to also hear about the importance of the website and networking and more!

 

Why Your Salespeople Don’t Make Quota - An Easy Fix - James Muir Podcast

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James Muir, the author of The Perfect Close. He's an accidental sales person. Started out in operations assisting sales team. He was drafted wiepisode-card-250-james-muir.jpgthout knowing how to advance a meeting to the next stage. He created this method as an outcome of his own experience.

Statistically, what happens is that no question is asked to advance the sales. 50-90% of sales meetings end without a salesperson asking for any commitment, depending on industry. This number is way higher than those who ask "incorrectly" - at least they ASK.

What is it in the psychology of sales or people that prevents them from asking for the sale? If sales people are not comfortable with the method they've been taught - manipulative - they won't do it at all.

Teach them away that is in aligment with their personal values, there is no difficulty asking

Visit puremuir.com - free report - 7 Deadly Sins of Closing

In this episode, James Muir covered:

1. Fear of asking to early or being pushy.

2. Fear of the "No".

Both of these involved in feeling maninupulative or moving the process too fast. You need to have an idea of your ideal outcome of the meeting, but you should also have a couple of positive alternatives.

Catch this full episode for more tips and check out James' site - puremuir.com 

How to Fish with a Spear, Not a Net - Jon Miller of Engagio

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episode-card-640x640-jon-miller.jpgOur guest is Jon Miller, CEO and Co-Founder of Engagio. Here are some of the questions Matt covers:

  • When did you see the ABM wave coming?  At what point did you start to realize that lead-based wasn’t going to cut it anymore?
  • One of my biggest concerns with the term ABM is the “marketing” part of it, but “everything” feels too broad.  How do you think about that? 
  • Culture is a big part of making ABM work internally.  How do you encourage people to make the right internal moves to be successful with ABM?
  • This isn’t all-or-nothing right?  How does ABM integrate with other key marketing priorities moving forward?

About our guest: Jon Miller

Jon is a marketing entrepreneur and thought leader. He is currently the CEO and co-founder of Engagio, an account-centric platform to orchestrate and measure Account Based Marketing and Sales Development efforts at named accounts. Previously, Jon was a co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.

Marketing technology innovator, with previous leadership roles at Epiphany and Xchange, plus board/advisory roles at Scripted, Newscred, and Optimizely.

Here’s Your Event Marketing Playbook for 2019

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In this episode, "Here’s Your Event Marketing Playbook for 2019" we talk to Kristen Alexander, CMO at Certain.

Recently we worked together on an Event Marketing Playbook. We'll talk about that.  We're going to get tactical, we will talk strategy.

It's real, practical advice to drive real results in organizations that are doing events. I think a lot of people when they do events just do the same old stuff. You get a sponsorship, you get your booth, you go through the motions, and then you're wondering where the revenue is and why you spent all that money.

Kristen will talk about some of the pitfalls she sees from event marketers that aren't getting the kind of ROI they need from events today.

We'll also double down a little bit on the discussion of data strategy for events because I don't think a lot of event marketers and event managers are thinking about what their data strategy is. We'll also talk about some examples of why managing data, using the right data is so important to getting results out of an event.

Read the entire transcript on the Heinz Marketing Blog starting Mon. 10/15/18 at 6am PST.

 

Managing Massive MarTech Migrations: Strategic & Tactical Best Practices with Tracy Eiler

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We were thrilled to talk with Tracy Eiler, CMO at InsideView Technologies in this episode called, "Managing Massive MarTech Migrations:  Strategic & Tactical Best Practices with Tracy Eiler

She is the author of her own book, Aligned to Achieve ... I highly encourage you checking that out on Amazon.

Tracy's Dreamforce deck, referred to on the show, is Here.  Definitely take a look while listening (or later)!

This info. is helpful not only for those thinking about a transition but for prioritizing MAP objectives/needs no matter what platform you use.

We talk about, among other things, requirements that go into why you make a marketing automation transition. Tracy talks about gathering requirements and thinking through strategy and needs from demand gen and from marketing ops. 

Listen in to hear her explain how the sales team is involved and how should you help manage people through the change management AND keep morale high throughout the process as well.

Database Mgmt Tips to Increase Email Deliverability - Adam Schoenfield

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Join Matt this week with his guest, Adam Schoenfeld, CEO of Siftrock, Inc.

 Adam explained, "When you send emails, marketing emails or prospecting emails on the sales side, you get a lot replies back. Auto replies, bounce backs, out of office messages and of course real people sometimes raising their hand or asking questions.

Typically, what we've found is that marketers and marketing office folks handle that manually. So, we built some machine learning that works for all those replies, figure out what they are and then help you take action. Whether it's cleaning up your database when somebody's left the company, that's really kind of a classic example. You get that "no longer with company" response. Or servicing a new lead for the sales team when you get a referral or correctly routing a human response so that you can take action. So all those things that we do by basically more intelligently managing the reply emails that come back to your marketing campaigns."

Matt then asked about list hygiene, "Let's talk a little bit about that related to database hygiene.  People are moving all the time, we've heard that B2B database can deteriorate at a rate of three to five percent per month. Not even per year, per quarter. So to have some of that auto updated for you is significant, not just for the efficiency of your list, but for keeping yourself off of spam, block list and more."

Adam was on top of this. "Deliverability is a big thing and then making sure you're getting to the right person with the right phone number, and the right email address as all that stuff's changing around. Those email replies have a lot of information that can help with that. Automating this and integrating into the major marketing platforms like Marketo, HubSpot, Eloqua et cetera saves so much time over manual processing of this information. This isn't the whole solution to keeping a clean and updated database, but it can be a big piece of that sort of broader initiative everybody's thinking about right now."

Adam's Mount Rushmore of Sales, Marketing, Start Ups:

"I'll give you a couple CEOs that have influenced me either sort of from afar or more directly. Dave Hersh, who's CEO of Jive and who is an investor in Simply Measured has influenced me a lot. While we haven't interacted a ton, maybe once at year we sit down in person. Every one interaction has just been so impactful. I'm huge fan of Gainsight right now, I think they're the gold standard in B2B marketing and Nick Mehta there is incredible. I'd put him on the Mount Rushmore.

I'm going to give a shout out to my co-founder Chris Hundley because he built this company on his own and actually closed business as a technology-centric guy. I think that's just an incredible feat to build a sustaining business all at once on your own."

How Consistency and Focus Took Weldon Long from Jail to the Fortune 500

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We were thrilled this week to be able to talk to Weldon Long, author and CEO of Weldon Long.com

He's the author of three amazing books. Quite honestly, I would recommend them all. The first book The Upside of Fear, a little more depth of his story. The Power of Consistency is the second book, and his new book is Consistency Selling.

His is really an incredible story you don't want to miss this! 

If you'd like to check out some of the videos Weldon mentions, text 'videos' to 96000 or go to WeldonLong.com and learn more.

Godley Delivers the #1 Thing Salespeople Want: Qualified Leads - Podcast

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Ask a salesperson what they want from marketing and they will say more leads.  Give them more leads and they will swear you misheard them, they need qualfied leads.  LeadGenius CEO Mark Godley tells you how it is done.  

SalesPipeline Radio's guest, Mark Godley, President of LeadGenius, discusses how lead augmentation drives greater sales pipeline contribution from qualfied leads.

LeadGenius is a sales and marketing intelligence solution that enables B2B companies to identify and connect with their ideal customers. Using a unique combination of machine learning and human researchers, LeadGenius provides B2B marketing and sales teams around the world with highly-accurate lead generation data and go-to-market intelligence.

Trusted by enterprise companies like Google, Square, Box, and eBay for over 3 years, LeadGenius has become the source of truth for contact, account, and custom data.

More about Mark:

With more than 25 years of B2B technology industry leadership, prior to joining LeadGenius in July of this year, Godley most recently served as Chief Revenue Officer for HG Data. Prior to that, he was Vice President of Market Development for ConnectAndSell, Inc., a cloud-based sales productivity platform. At healthcare startup Aventura, he managed the alliance, partnership and sales channel efforts. He also holds Advisory roles at a number of leading companies in the salestech and martech space, including Omniquo, ZenIQ, The Big Willow and ZoomInfo.

 Follow Mark on Twitter

A Personal Branding Strategy: How You can be Top of Mind - Podcast

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Matt's guest is Author of Top of Mind and he is the Co-founder and CEO of Influence & Company. Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

This will be a great conversation for you to walk away with tips and nuggets. Join us.

John Hall is the co-founder and CEO of Influence & Co., a company focused on helping brands and individuals extract and leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. In less than three years, John has grown Influence & Co. into one of the largest providers of high-quality expert content to the world’s top publications, ranking No. 72 on Forbes’ “Most Promising Companies in America” list and named Empact’s “Best Marketing and Advertising Company of 2014” at the United Nations.

John has a weekly column for Forbes and Inc. and has contributed to more than 50 publications, including Business Insider, The Washington Post, and Harvard Business Review. He is the author of the best-selling book, 'Top of Mind'.

Can Salespeople be Trusted?

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Manny Medina, CEO at Outreach SaaS joins Matt Heinz to discuss:  Can You Trust Your Sales Team with Technology?  Outreach Thinks So

He's the CEO and founder of Outreach, a fantastic sales enablement and sales engagement and acceleration platform.

Manny Shares

We have a great discussion... at one point I tell Manny, "You're opening up the kimono a little bit, things that not everyone thinks about or has to experience but I appreciate you sharing..."

You'll love Manny's answer to this question: "What should companies be looking for? What should sales leaders be looking for in platforms to ensure they're getting results and ensure that it's additive to their productivity versus negative?"

You'll also hear what he thinks is one of the most common mistakes he sees sales operations teams make.

And, listen to the end to hear some great examples about a couple of their core values:  Grit and Diversity.  

About Manny Medina

Manny co-founded Outreach in 2014 and now serves as CEO. Prior to Outreach, Manny was employee number three on Amazon’s AWS team, and led the Microsoft mobile division from launch to $50M in annual revenue. He holds an MBA from Harvard and a Masters in Computer Science from the University of Pennsylvania. Manny is a model of vulnerable and transparent leadership to his employees, from his heartfelt weekly email to his employees, to the traditional Friday get-together where the whole company shares their highs and lows of the week. He is a proponent of saving the planet by consuming less and purchasing second-hand whenever possible (he might be the only CEO to take the stage at industry events in shirts purchased from Goodwill). Manny grew up in Ecuador and now lives with his wife and three children in Seattle.