Sales Pipeline Radio

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Influence – how to get it, earn it and keep it in B2B sales & marketing

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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'.

Omnichannel marketing, online and offline

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Best practices for tactile marketing, direct mail and more. Matt's guest today is Daniel Gaugler, CMO of PFL.com. Some of the talking points will be including:

Why is direct mail back?

What problem does PFL solve for its customers?

When people say that direct mail is old school or irrelevant, how do you typically respond?

Tell us how PFL is taking an offline channel and making it high tech.

Demonstrating ROI is a key priority for marketers. What’s the biggest mistakes marketers make when measuring the success of their campaigns?

Marketing changing rapidly over the past several years. What can marketers do to keep up?

A bit about our guest, Daneil Gaugler:

Daniel is a business-driven, entrepreneurial-minded marketer with an extensive background in: marketing automation, integrated marketing programs, direct mail, search engine marketing, eCommerce, email, and direct sales. He has a proven track record of implementing multi-channel marketing systems that leverage technology to drive awareness, acquire customers, grow sales, and improve the customer experience.

Connect with him on Twitter

Real talk with a successful B2B inside sales rep

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Matt's guest is Morgan J Ingram. Some of the talking points they are covering include:

  • How to use video to create a great connection with your prospects
  • Using social to build a relationship before the call or email
  • Creating a brand by utilizing content throughout proper networks
  • How ABM strategies can help sales and SDRs

A bit about Morgan:

He's a sales development manager at Terminus, where he builds the sales development team professionally and personally. He also does motivational speaking by helping people remove their negative thoughts to unlock their inner potential and stress the importance of not making excuses in their life.

Talking about the Demand Unit Waterfall

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Some of the points Matt will be covering with Terry Flaherty and Kerry Cunningam of SiriusDecisions will include:

  • Why did SiriusDecisions update the demand waterfall?
  • What's a Demand Unit and why does it matter?
  • What's a Demand Map and what value does it deliver?
  • What are the major changes/differences that Sirius introduced in this version of the waterfall?
  • What has the reaction been to the new waterfall?
  • What are some of the major things to consider when implementing the Demand Unit waterfall?

The Power of Relationship Marketing in a Distracted World.

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A bit about our guest, Paul Teshima:

He is a successful technology executive who has run services, customer success, account management, support and product management.

Paul is a firm believer that culture eats strategy for breakfast, and business culture can be built through storytelling. He has always have been a leader with a strong focus on sales and customer engagement.

  • Helped lead Eloqua (marketing automation) as part of the executive team from $0 to over $100 million in revenue, through IPO and a successful acquisition for $957 million by Oracle.
  • Now co-founder and CEO of Nudge.ai, a modern sales platform that uses A.I. to find actionable insights on your customers.
  • Passion for building great teams and products that help customers grow their businesses.

    Twitter: @paulteshima

Is ABM a fad or here to stay? We’ll ask one of the godfathers of ABM…

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Some of the points Matt and Sangram are covering:

  • In case some listeners have been living under a rock, what is account-based marketing and why does everyone in B2B need to know about this trend?
  • Tell us about the Terminus technology. What problem does Terminus solve for its customers?
  • Terminus just raised its Series B of $10.3M (total funding to date about $20M with Seed + Series A) can you tell us about the process and what you've learned working with VCs and angel investors?
  • In 2016, you wrote "Account-Based Marketing for Dummies", launched #FlipMyFunnel, and were named to the Direct Marketing News 40 Under 40 list. You helped build a category for ABM. What can you tell your fellow entrepreneurs about product-market fit and the importance of being part of a larger community in your industry?
  • Terminus has won a ton of awards. #1 Best Place to Work from the Atlanta Business Chronicle in 2016. Startup of the Year in 2016 and 2017 from the AMA Atlanta, #1 in Employee Appreciation from the AJC and #3 for its Top Workplaces. What's your secret to building such a great company?
  • What's next for you and Terminus?

BONUS:

Terminus just announced their Series B and Top 45 ABM Superheroes .

Are you fanatical about prospecting? You should be!

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Matt's guest in this episode is Jeb Blount. Jeb Blount is a long time sales trainer, prospector and the best-selling author of eight books including Sales EQ, Fanatical Prospecting, People Follow You, People Buy You. He is a Sales Acceleration specialist who helps organizations reach peak performance fast by optimizing talent, leveraging training to cultivate high-performance sales culture, developing leadership and coaching skills, and applying more effective organizational design. 

When Matt asked how the salesforce looks today he suprised us with his answer, "It looks the same as it did three years ago, five years ago - the things sales people are doing are the same things they did then.  But, there are more ways to fill your pipleline and channels - more opportunities than ever before. Older salespeople are benefitting, but can be overwhelmed with the addition of so many places to interupt the day of prospects and connect."

Channels are being clogged, though, because they are so readily available. Matt asked, "How do you break through using these tools?"

Jeb tells us, "It's always been hard to break through, even when we had email and door knocking, before social became core channels. Prior to that - doors, phones and networking events."

Listen to this - the story of Richard from the UK and how he was persistent until he got through. He KNEW Jeb was a buyer, he KNEW. It's a great success story of knowing your target market and not giving up.

Through his companies – Sales Gravy, Channel EQ, and Innovate Knowledge - he advises many of the world’s leading organizations and their executives on the impact of emotional intelligence and interpersonal skills on sales, leadership, customer experience, channel development, and strategic account management. Under Jeb’s leadership Sales Gravy has become a global leader in sales acceleration solutions including sales recruitment and staffing, sales on-boarding automation, custom sales training curriculum development and delivery, sales coaching, and online learning. As a business leader Jeb has more than 25 years of experience with Fortune 500, SMBs and start-ups.

He has been named one of the top 50 Most Influential Sales and Marketing Leaders (Top Sales Magazine), a Top 30 Social Selling Influencer (Forbes), a Top 10 Sales Experts to Follow on Twitter (Evan Carmichael), a Top 100 Most Innovative Sales Blogger (iSEEIT), a Top 20 must read author (Yes Magazine & Huffington Post), and the most downloaded sales podcaster in iTunes history; among many other accolades. His flagship website, SalesGravy.com, is the most visited sales specific website on the planet.

The rise of event marketing technology

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In this episode: 

  • Why do events still matter?
  • How offline marketing and events should be measured and attributed like their digital campaign brethren
  • Determining KPIs for event channels
  • Choosing the right technology for your marketing stack

Free Download: The Complete Guide to Revenue Event Marketing 

As a leading SaaS marketing executive, Alexandra has built and led multiple software startups from seed through Series B funding, while tripling revenue year-over-year. In her first year as chief marketing officer for Event Farm, she designed, built, and quickly executed high-performing demand and lead generation strategies. Event Farm helps companies that utilize events in their B2B marketing strategies attribute revenue to those events. Customers include large companies like Google and JP Morgan, down to SMBs.

Alexandra believes in a value-add, content-first approach to marketing, allowing the companies she leads to be thought provokers and authentic educators rather than commoditized sales brokers. The Event Farm's content campaigns have earned them nominations and wins for multiple Killer Content Awards; more importantly, the content campaigns have led to an increase in leads generated by 1300% in the first three months.

Prior to becoming CMO at Event Farm, Alexandra was VP Marketing at Contactually, a relationship-based CRM where she grew pipeline from $95,000 to $1 million/month in 18 months. She started her career working in sales and marketing for Fortune 500 company, NVR, where she marketed and sold $10.8 million in residential real estate in her first year and was nominated for Rookie of the Year. From there, she launched her own startups--the most recent being a digital marketing agency that worked with e-commerce, consulting firms, and international manufacturers to use data from its marketing stack to understand buyer trends and paths.

Predictive Analytics vs. Augemented Intelligence

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This is replay as Matt is at the conferences this week. 

Matt asked what AI means to sales and marketing leaders. Lara told us, "It's important to bring the augmented intelligence piece to help humans perform better. An example - a sales rep is working 4-5 deals critical for the quarter, with our software they can be notified if a change is noticed affecting their influence on the sales decisions by looking at more than past data." 

Our guest is Lara Shackelford of Altify. Altify sells to sales professionals. With their software, every sales rep can sell like your BEST sales rep. More reveals followed at DreamForce as it ties to AI and Einstein.

Matt then asked if there is there a difference between augmented and predictive analytics and intelligence. Lara gave a quick overview:
  • Predictive - predicts what will happen in the future based on a lot of data. This involves high quantity of data.
  • Augmented takes knowledge and context into providing a solution and be able to flag insights to alert the human to be more effective and generate results based on the data and knowledge.
This has been the missing piece - the CONTEXT. This helps guide the next best step. Catch the replay of this show to get more insights from Lara Shackelford.

Video marketing best practices

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Matt's guest is Caren Cioffi, Excecutive Vice President and General Maanger, Enterprise & Digital Marketing Business for Brightcove.

In this episode Matt and Caren will not only talk about general best practices for video marketing, but where to apply it, how it works, why it's easy and how to convert it into pipeline.  Caren is passionate about unleashing the power of video to drive reach, engagement and conversion for brands everywhere. Tune in to get her expert tips and takes on this topic.