In our 200th episode, B2B Growth Show hosts, James and Jonny, talk about the value of a waterfall content strategy.
In this episode we talk to Nick Westergaard, Chief Brand Strategist at Brand Driven Digital and Author of Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.
Keeping a consistent look across your brand is so important.
Strong creative tells your customers that you are a responsible company that gets things done.
When your sales funnel starts to looks more like a martini glass, it’s time to try a different approach.
An influx of leads at the top of the funnel is great unless the rest of the pipeline can’t keep pace with the growth. As leads are discarded or get stuck, conversion rates tend to plummet.
There’s more to job hunting than seeing an ad and applying.
The top tier candidates need more information than a bare bones job description to get them in the door. After all, it’s not just a new job, it’s a new page of their life.
So how do you convince these candidates to apply for the position in the first place?
It takes 7 to 9 personal touches with a potential client to get them engaged in the sales funnel.
The most important word in that sentence is “personal.”
How do you figure out which prospects are actually potential buyers?
You could keep in touch with each lead and see how it goes, but that’s not particularly efficient.
Neither is using a crystal ball to predict the outcome. Instead, you want to use a more statistically sound type of prediction.
Predictive marketing takes large amounts of data and inputs it into a model to predict what prospects are going to do based on characteristics they share with the customers who already love your product.
There’s been a lot of buzz lately about how awesome account-based marketing is, but how exactly do you get started?
From goals and tactics to impressive results, here are details on three successful ABM campaigns to cast the strategy in an actionable light.
Thinking about transitioning to ABM?
Making a shift from a traditional lead-based to an account-based marketing model is a big step, but it doesn’t have to be difficult.
As long as you start small with ABM tactics and make sure that sales and marketing are working together to smooth the process, a transition to ABM is possible.
Why does your company exist?
Why do you need to make this specific product or offer this exact service?
If you don’t have ready answers to those questions, your brand is probably lacking a core position to base your sales and marketing efforts around.
Without a precise understanding of your company’s reason for being, it’s hard to get all of your content, events, and other marketing strategies to add up to anything productive.
What type of person do you want on your marketing team?
Someone with deep-seated knowledge of a particular marketing topic? Or someone who can learn and adapt to various areas to provide support wherever they’re needed?
Whichever your preference, it’s important to know what you’re looking for during the interview process. Having a solid idea of your ideal personality type to add to the team can smooth out the sometimes risky feel of bringing in someone new.
All sales reps are not created equal.
A salesperson may be great at selling a product, but have no idea how to sell a service. That’s because they each require very different skill sets.
To sell a product, you sell a solution. To sell a service, you sell a vision.
Wouldn’t it be great if there was a map to keep your business on track?
Actually, there is. Key Performance Indicators (KPIs) are the road signs to your business map. They are the numbers that show you where you’re likely headed, and whether or not that’s the right path.
However, sometimes you don’t have all of the KPIs you need to give you a complete picture. So how do you fill in the holes in your map?
We’ve preached the virtues of aligning sales and marketing numerous times, but it’s especially important with an account-based strategy.
Due to the narrow focus on target accounts, maintaining a consistent outreach message from both salespeople and marketers can be tricky if the two departments aren’t communicating well.
Keeping everyone on the same page saves time and effort for both teams.
Casting a wide net isn’t always the best approach.
With lead-based marketing, the tendency is to seek out a broad range of leads and weed through them as you go. With account-based marketing, there’s a much narrower focus that makes greater attention to detail possible.
With the narrowed scope of ABM, there’s also a higher opportunity to get really creative with marketing campaigns.
In this episode, Adam von Reyn, VP of Growth Marketing at InsightSquared, explains why they switched from lead-based to account-based marketing and how that has impacted the four main stages of the sales funnel.