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Why is harnessing the power of advocates so important today?

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Building a brand new category isn't easy – but Influitive's Jim Williams makes it seem easy. Eloqua's former Director of Product Marketing helps us realize why we need Influitive's Advocate Marketing.

Highlights included:

Yeah, it's a great question. I mean the first thing you want to do is identify who we are advocates are and I think most marketers can identify what I would call their super advocates. It's like depending on the size of your organization, it might be the top two, three, 4% of your customers that you always know you can count on for help, is the people you go to when an analyst wants to talk to a customer, you are writing a press release, you want to do a case study etc. Those are your super advocates; they already kind of step forward.

Some of the questions host, Steve Gershik asked were:

  1. Influitive and Advocate Marketing ….tell us more. Why is harnessing the power of advocates so important today?
  2. What's changed in marketing in the last few years that has made B2B a little more exciting?
  3. What is a day in the life of a VP of Marketing at a hot start-up like? What are your biggest challenges?
  4. How do you build an effective marketing strategy for something so new and different? Building a new market isn't easy, is it?
  5. Do you believe in taking risks as a marketer? Does the start-up mentality foster that?
  6. You were an integral part of a very successful marketing team at Eloqua – what best practices did you learn while part of that team? What made the Eloqua marketing team unique?


After the break:

  1. What's the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?
  2. What's the best way to become a better marketer?
  3. Where does content marketing play a role in your marketing strategy?
  4. Let's talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing?

How do I make this easily understood to the reader?

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We love to read anything Ann Handley writes, now she shares how even we can write better. Ann shares secrets to great content in her latest book, Everybody Writes, Your Go-To Guide for Creating Ridiculously Good Content.
Show highlights include:
Steve: That’s really interesting. You said “content that creates an experience”. How is that different from what somebody would traditionally think about as content?
Ann: There is this notion that the content equals articles and blog posts and sometimes videos maybe, things that start and finish but I think increasingly, with all these tools that we have available, we can create content that does deliver more of an experiencen to the people we want to talk to. I think in marketing, that word “experience” is a littlebit, I am almost allergic to it sometimes.
Steve: It’s a little cliché, right.
Ann: It’s so cliché but yet a lot of people don’t really know what it means. What does that mean to deliver more of an experience with our products and services? At least from a 
content perspective, I think it means giving people tools to do things and not just articles; again, not just things that start and finish but giving them tools to do things that they can interact with things, giving them content gifts, I don’t mean that literally but sort of metaphorically where they are able to maybe take your video and you slide share or whatever and take it home and put it on their own sites or their own properties or whatever but ultimately giving them something that they can do something with and not just read. 
Reading is fun obviously I am a writer and I have great respect for that but I also think that we also have to think beyond just things that start and finish, beyond articles.
After the break you'll hear:
Ann, you say in the introduction of your book, “What matters now isn’t storytelling. What matters is telling actual story well.” So what’s the difference?
Ann: So I think the idea of storytelling as it applies to brands into content marketing, for me it really does conjure up bedtime books and fairytales and I don’t think we want to be talking about storytelling as brands. I don’t think brand storytelling is really as empowering as thinking about telling a true story well. I mean it’s a little bit of a play on words but I think it can be incredibly empowering to think about telling your story so telling your true story really, really well. 
It doesn’t mean making up scenarios, it doesn’t mean subbing in actors for real customers; it means using real people, real situations to the degree that you can to tell the true story really, really well. It means that you focus on the writing, the words that you are using because words as I write in Everybody writes, our emissaries; they tell people who you are, they can make you seem super smart, they can make you seem really stupid and I want companies to really think carefully about the words that they are using to tell their story most effectively. So pay attention. Really use those words because words are so powerful as we all know. Really use the words that best convey what you are trying to convey to your customers.
Ann Handley, Chief Content Officer for MarketingProfs, author of Everybody Writes(September 2014) and co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, Late 2010). Ann has a passion for building community, particularly in using new media tools to broaden and build value. Previously, Ann was the co-founder of ClickZ.com, one of the first sources of interactive marketing news and commentary.

Social Selling: Technology is NOT the strategy.

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Secrets of social selling? Get them here and find out why a great social selling strategy + super-targeted prospects generates real results.


What is he reading? He curates content from sources including: Eloqua, SmartBrief Newsletter, Marketo, Hubspot, Act-On Software.
Look for Matt on Marketing for his take on industry news.

Social Selling: 
It's relationship selling. Foster relationships and develop them before they are ready to buy.
Listen for buying signals. This is not new. Before there was social media and the internet. Good sales people listen to those signals everywhere, there are more sources than ever before, but the inherit properties have not changed. Social media has leveled the playing field by allowing any size business to gain these insights and buying signals if they spend the time.

Steve asked if we should disband the term social selling.
Matt says that the book, Challenge of Sale - that teachable moment. This is one of the most important books written in the past five years.This is the current generation's version of How to Win Friends and Influence People by Dale Carnegie. This is a lot of the same information, but in a newer package for the newer generation. Seasoned sales professionals will recognize it as such.

"Just make more phone calls...." How do you sway those traditionalists and infuse social selling into your organization. They are typically in management.

Listen at 08:00 to hear the A/B test case study - you'll love this!
Took a cold call sales team. Allowed them to do that for half the time.
The other half social prospecting.
Following same processes - needs assessment or discovery call with the prospect.
50% more opportunities came from the social prospecting work than from cold calling.
Lists were the SAME.
Instead of just calling the same people at the same company, we did it with CONTEXT - something value to talk about, something the prospect initiated, some mention, some buying signal to initiate a real conversation.
Understand how to get that wedge and get a a conversation going so that you can learn and confirm what their needs are and get them to the point where they want to learn more from you.
Social Selling accelerates the path to the right conversations.

Compile is an aggregator. Find a tool like this to help you make use of the data out there.
If you're selling the hole and not the drill, the hole is the outcome, but starts with the need, if you understand what those indicators are, you'll find those triggers all over the web.

Steve Gershik: B2B marketing seems to be stuck right now - technologies and processes that have to be stitched together. They seem to be impediments to us. How do we make sense of this technology soup?

Matt Heinz: Technology is NOT the strategy. 
That's BACKWARDS: Know the strategy and what you are working toward, and then you'll know the Technology TOOLS you'll need.


Read the rest of this entry »

The B2B Marketing Channels that Matter in 2015

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Which channels will be most effective in 2015? How has the landscape changed?

2015’s here so now is the time to re-evaluate your marketing mix. Steve Gershik, CMO of Swrve, will discuss how the landscape has changed for b2b marketers and where you should place your chips for this year. Hear which channels will be most effective for marketers and where the hidden gems lie.

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Join host Damon Waldron as he interviews Steve Gershik

A bit about Steve Gershik, Chief Marketing Officer at Swrve:
With over 20 years of experience in product marketing, social media, demand generation and brand building, Steve Gershik is an expert in what B2B companies need to do to survive and thrive in competitive environments today.
Steve is an experienced Chief Marketing Officer for early and growth stage technology companies and has been a roll-up-your-sleeves working manager in each of his roles. Highlights include:
  • VP of Marketing Innovation at Eloqua, which grew from $3MM to $35MM (on the way to a successful IPO and acquisition by Oracle) during his tenure.
  • Creator of the Eloqua Experience and Eloqua Markie awards
  • First VP of Marketing for SiriusDecisions, a leading advisory firm for B2B sales and marketing executives
  • First VP of Marketing at TOA Technologies, establishing the brand identity and social media strategy.
  • Co-founded the world's first demand generation-focused conference called DemandCon.

Swrve's Vision:

"We believe the personal mobile device is fast becoming our primary digital identity - powerful, persistent and always addressable. Our mobile device will become the central nexus for interacting with both the internet and the emerging “Internet Of Things” surrounding us.

The key to building long term relationships with a consumer has always been relevance (history, location, time, context and content). Working alongside other best of breed services, Swrve is orchestrating, personalizing and optimizing every step of the relationship between a consumer and the brands they love.

Swrve is defining mobile first marketing. We're delivering a truly intelligent, in-the-moment understanding of the consumer. We're automating an infinite number of individual, personalized, conversations. As a result we're enabling marketing teams to build great, profitable relationships with their target audiences.

We believe this kind of thoughtful, relevant, timely conversations will replace “Megaphone Marketing”. "

How new AGILE practices can move marketing and innovation past the old business stalemates.

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Jascha Kaykas-Wolff, CMO of BitTorrent believes in two key principles: Find opportunities where no one else is looking; And, never fail the same way twice. It’s a methodology centered around Agile marketing practices. Coupled with a B.A. in Psychology from Whittier College, it’s one that’s served him well professionally and personally.

Some of what was covered in this show with Jascha Kaykas-Wolff included:


  1. Tell us a little bit about your latest venture as CMO of BitTorrent?  You’ve been a CMO in previous positions…how is this organization and position unique?
  2. Your LinkedIn profile is says you are a “Startup Advisor.” Sounds awesome. How do you help startups? What generally are startups in need of? 
  3. What is unique for marketers in a startup environment?  Any advice you can you share to help some of our early-stage listeners?
  4. You just launched a book, “Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business Stalemates.” What prompted you to write this book? 
  5. Why is being agile in business so important today? How can people become more agile in their decision-making? Or in their marketing? Don’t you have to plan to be an effective marketer or business professional? Can you be agile and still plan your strategy?
  6. Leadspace offers real-time social demand generation solutions. How can marketers make the most of real-time data? In today’s world – shouldn’t all data be real-time? Does real-time equal agile?
  7. What lessons have you learned as CMO in recent organizations that you’ll never forget? What makes a great CMO? Who are some CMOs that you admire?
  8. What one piece of advice would you give to marketers looking to make an impact in their organizations?
  9. If people want to learn more about you, BitTorrent or your book- where can they find out more?

"So for me the absolute first and most important thing for a CMO to do coming in is to find kind of how the organization is currently running and that’s not just marketing but it’s actually understanding in depth the way that the product or organization is working, how the product strategy is showing up in products being developed and then ultimately being able to assess what the marketing team is doing with the product team to bring those to market."

Advocate Marketing: What is is and how you can get it.

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Building a brand new category isn’t easy – but Influitive’s Jim Williams makes it seem easy. Eloqua’s former Director of Product Marketing helps us realize why we need Influitive’s Advocate Marketing.

Here's a nutshell of what advocacy marketing includes, and you can decide if you need it or want it:
Capture the best leads
Cultivate product reviews
Secure perfect references
Instant product feedback
Share content with conviction and build buzz

Jim Williams is the VP of Marketing for Influitive. Williams is a strategic thinker and marketer who drives tangible results/ROI for startup and early stage software companies. Prior to Influitive, Williams lead product marketing and demand generation at Eloqua.

Some of the questions host, Steve Gershik asked were:

1. Influitive and Advocate Marketing ….tell us more. Why is harnessing the power of advocates so important today?

2. What’s changed in marketing in the last few years that has made B2B a little more exciting?

3. What is a day in the life of a VP of Marketing at a hot start-up like? What are your biggest challenges?

4. How do you build an effective marketing strategy for something so new and different? Building a new market isn’t easy, is it?

5. Do you believe in taking risks as a marketer? Does the start-up mentality foster that?

6. You were an integral part of a very successful marketing team at Eloqua – what best practices did you learn while part of that team? What made the Eloqua marketing team unique?

After the break:

7. What’s the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?

8. What’s the best way to become a better marketer?

9. Where does content marketing play a role in your marketing strategy?

10. Let’s talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing?

Social Selling and Building Great Marketing with Matt Heinz

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Secrets of social selling? Get them here and find out why a great social selling strategy + super-targeted prospects generates real results.

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About our guest:

Matt Heinz brings more than 15 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Matt has held various positions at companies such as Microsoft, Weber Shandwick, Boeing, The Seattle Mariners, Market Leader and Verdiem. In 2007, Matt began Heinz Marketing to help clients focus their business on market and customer opportunities, then execute a plan to scale revenue and customer growth. Matt lives in Kirkland, Washington with his wife, Beth, three children and a menagerie of animals (a dog, cat, and six chickens). You can read more from Matt on his blog, Matt on Marketingfollow him on Twitter, or check out his books (listed below) on Amazon.com.

This show will be available here later this week. We are LIVE today at 11:30 a.m. Thursday 5/1. Don't miss the show!

Agile Selling and Hidden Gems from Jill Konrath

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If you don't know Jill Konrath yet, it's time to get caught up. Her site is a welcome basket fancier than print vendors in the 90s would bring at the holidays to thank you for the 300 page sales report job you did in full color for 10,000. She generously gives away tools to help any sales and marketing professional exceed any expectations they had of themselves and becoming a wildly valuable member of any team. Really, I'm not just getting all mushy on you here. Check this out: http://www.jillkonrath.com/sales-resources


So we're here to talk to her about what sets her latest book, Agile Selling, apart from any she's written in the past. We don't want to give the whole show away, but join us and take notes. This is one of those guests that will leave you gasping with inspiration and action items!

A couple of the questions she'll be answering include:

What role should technology play in today’s sales organization?

What happens when sales doesn’t trust in their data and/or marketing?

Episode 003: Social Selling and Building Great Marketing

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Secrets of social selling? Get them here and find out why a great social selling strategy + super-targeted prospects generates real results.

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About our guest:

Matt Heinz brings more than 15 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Matt has held various positions at companies such as Microsoft, Weber Shandwick, Boeing, The Seattle Mariners, Market Leader and Verdiem. In 2007, Matt began Heinz Marketing to help clients focus their business on market and customer opportunities, then execute a plan to scale revenue and customer growth. Matt lives in Kirkland, Washington with his wife, Beth, three children and a menagerie of animals (a dog, cat, and six chickens). You can read more from Matt on his blog, Matt on Marketingfollow him on Twitter, or check out his books (listed below) on Amazon.com.

This show will be available here later this week. We are LIVE today at 11:30 a.m. Thursday 5/1. Don't miss the show!