Leadspace Radio

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How do I make this easily understood to the reader?

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.

B2B Live Event Survival Guide


Erika Goldwater, VP Marketing for ANNUITAS covers planning for a live event. This is tradeshow season and it's time to remind yourselves and your on-site team of the basics for before, during and after an event.

DW: How do you decide which are best to participate in?
EG: Where are your buyers. The events are part of an ongoing strategy, not a "one and done" solution. This is an opportunity to solidify your relationship with them.

Big events are expensive. Map them out to see if this actually reaches your buyers. The expense isn't just the money, it's the staff resources.
Then, figure out your plan -  what are you doing: pre, during and post event.
"Thanks for meeting us at the booth!" doesn't cut it. It's the reason we hate having our badges scanned.

If your concerned about ROI for events: Yes, it's hugely important; but there's not always immediate return. From an ANNUITAS and leadspace perspective, we always saw our largest ROI from events.
The buyers are THERE. The face to face element can't be underestimated. 

But it's not just pitching your product. 
It's a great chance to network and gain more knowledge on sales, your buyer or industry trends. 
PRE-EVENT: Booth process

What do I want to convey?
What sort of message do I want to establish at the event? 
How can I get them to talk to me?
What will make them stop? 
Look at your giveaway and signage. It's your opportunity to engage them in some sort of way to have a conversation. Intriguing graphics, bullet point, question, phrase set the tone an interest.

Be provocative.
DW: Cheasy things can get your attention, but it has to be on-message with your brand.
If you are known as the annoying booth at the trade show, people will avoid you.

Unless you have a good conversation going with them already, you don't already know where they are in the buying cycle. On that path, a tradeshow is not a place to launch something brand new. Unless everyone knows what you do, it can be confusing.

If you do something new and totally different, you'll have to engage the potential attendees ahead of time - build excitement and start that conversation for continuity.
"Meet us at the booth!" - not enough to start a conversation. What are you going to reveal, share, demonstrate?
"Come meet the new CEO...." give an opportunity and background. Need the build up.

The training aspect is quite often ignored. It's brutal. The people staffing the booth have to be ON the entire time. They need to know the key value propositions, and be taught how to be engaging in the booth.
Your booth has to be welcoming. No grumps allowed. And, out of the booth, you are still representing the brand. Be careful what you say - it may be overheard. You are ON the entire time. You can let your hair down in your room after the show is closed for the day.
If there are demonstrations involved, make sure all staff can go through the demo.
Remember tradeshows are noisy. You may not have sound. Don't count on a demo with voiceover or music being heard as anything discernable over the din of the show.

How to make the most of B2B live events - a few ideas:
Throw welcome receptions, a party, cocktail hour or dinner. These are a great way to break the ice.
Some people attend just for the sessions and never really make it to the exhibit floor.
Same with post-show - find a way to be a welcome invitation to a conversation.
Common rookie mistakes: Not unlocking security on your laptop.
Watch the screensaver - have a screensaver for the company and not your family vacation. Make sure cables work. Bring extra cables and back up items, make a first aid kit for trade shows:
plugs, chargers, Sharpies, tape, safety pins, another USB key, converter cords to adapt
devices. Not having Plan B items can kill your event.
Wrong way:
Walk out in front of them and say, "Hi, how are you?" - don't be invasive.
They really know you are there and they feel like prey. Disarm them.
In your booth: Pay attention to your expressions, are you smiling and not in a creepy way? - DW

Giveaways - have in a basket. Allow them to take the GIVEAWAY. Don't hold the candy hostage.

Don't leave food out in the booth. If you are working the booth, you are working - don't drink,
don't eat in the booth, don't chew gum on the floor. Can you imagine speaking to someone after you were munching on a crab puff and it's in your teeth, and on your breath? 
Also, put the PHONES DOWN! Be present - be available. 
If you have to step away, make sure the booth is covered.
You should be exhausted if you are doing it right. This gets back to that toll on the staff resources.
Prepare them! Rotate your booth staff out, schedule breaks. It's a long day.
Give them a 2-3 hour break for them to catch up or attend sessions.
DW: Great time to test your approach since you can see their expressions. 
EG: Great time to test your messaging and direct engagement.
They may not be that into your message. Ask them about THEM and why they are there
or hope to learn.

Post Event follow up:
Continue the conversation. Have different types of communications:
demo, vs. deep dive, and don't send a blanket message - segment it out.

Marketing and Sales Focus on High Performance


David Brock, President of Partners in Excellence, is about high performance. Sales, marketing and executive management is where he focuses his time consulting, speaking, and coaching. His clients span the industries from aerospace, retail, consumer products, and software and range from Fortune 25 to startups including some of the biggest global brands.

Some of the questions Steve Gershik asked included:

  1. Can you tell us a little about Partners in Excellence?
  2. Your tagline is great, “Making a Difference in Business and In Your Personal Life”. How do you help both business and people?
  3. You have worked in the sales and marketing industry for over 20 years – what is it that makes sales and marketing so challenging these days?
  4. What makes one organization perform better than another? Better product? Better sales team? Training? Better marketing or bigger budgets? Is there a recipe for success?
  5. How do you uncover weaknesses or areas that need improving in sales and marketing teams? 
  6. On your website you use the words impact and time to results – how important is timing? Why? 
  7. Thinking about impact---what is the best way to make an impact as a marketer today?
  8. What would you say is the biggest B2B marketing challenge? Why?
  9. What is the biggest sales challenge besides driving more revenue? Why?
  10. What role should technology play in today’s sales organization? 
  11. Leadspace provides social demand generation solutions –helping to provide real-time data for organizations. How important is accurate data for a sales team? What happens when sales doesn’t trust in their data and/or marketing?

11. What is your advice for better sales and marketing alignment?

Social Selling: Technology is NOT the strategy.


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 Biggest Sins Salespeople Commit


Tim Wackel covers some of the biggest errors salespeople commit… and where there are some big opportunities.

This lively discussion will cover:

  • The sales sins you must avoid
  • Top tips for finding new business today
  • What to do when prospects go silent
Tim is the founder and president of The Wackel Group, a training and consulting firm dedicated to helping organizations find, win and keep customers for life. He is a member of the American Society for Training and Development and holds a professional membership in the National Speakers Association. He earned his Electrical Engineering degree from the University of Nebraska and lives in Dallas where he and his wife raised their two children and are now enjoying their empty nest.

Tim Wackel is one of today’s most popular sales speakers because he makes information entertaining, memorable and easy to understand. He combines more than 25 years of successful sales leadership with specific client research to deliver high-impact programs that go beyond today’s best practices. Tim’s keynotes and workshops are insightful, engaging and focused on providing real world success strategies that audiences can (and will!) implement right away.

Building powerful, revenue-driving marketing with Jeffrey Eisenberg

Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.

The emphasis that's given to lead scoring. If half that emphasis would be given to actually responding to calls more quickly, the value of the leads would go way up. We've proven this over and over again. There's the Kelloggs' study that actually proves that the faster you respond, basically in the first five minutes and whenever we've gotten clients, instead of having the marketers on the spot for the quality of the leads actually put the sales people on the spot for the quality of their response, it's been the number one factor in increasing conversions and so marketers just take it on the chin and just very often go quietly into the night. The bottom line is that most of the time if sales people could respond to the calls fast enough they'd have perfectly good leads that they could sell whereas when they take even thirty minutes to get back to them that lead has already cooled off and who knows what's going to happen. I just wanted to say that because we get that over and over and over again.

Some of the questions asked were:

  • What's the use of lead scoring?
  • Aside from prioritization do you call 100% of the people who submit a lead form on your website or not?
  • What are your thoughts on that - reaching out to somebody who hasn't proactively reached out to you?
  • So you're talking about channels now, right? So you're saying a chat would feel less ookey to you or an email would feel less ookey, but a phone call to you seems a little too invasive?
  • Earlier you said, "I haven't made them a buyer yet. I haven't thought about them as a buyer yet." This is somebody who visits your website. What makes someone a buyer?
  • So how do you know as a marketer when somebody has confidence in your solution? Are there implicit signals? Are there explicit signals? Can you infer something?
  • The question that I often get asked by young marketers is this: what is something I can do to upgrade my skills, to make me more marketable as a marketer? Particularly these are B-to-B marketers that I'm talking to. Somebody asks you that question, what advice would you give?

Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action" & "Waiting For Your Cat to Bark?". He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Forbes.com. Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation, Shop.org, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel's retail customer appreciation summit.

Connect with Jeffrey: Twitter: @JeffreyGroks- Facebook: Jeffrey Eisenberg - LinkedIn: Jeffrey Eisenberg

Really generating demand and content marketing secrets by Topo’s Craig Rosenberg

Craig Rosenberg, is Co-Founder and Chief Analyst at Topo, a research and advisory firm that helps companies grow faster. He is also known for his work as the Founder and Editor of The Funnelholic, a 
hugely successful sales and marketing blog that is a household name for marketing and sales professions. You can find Craig just about everywhere as he is involved in some of the most insightful and effective content in the market today.
Some of what Steve Gershik asked Craig Rosenberg is below:
  1. Tell us all about Topo. Why did you start this venture? 
  2. Most people know you from the Funnelholic, lifeblood for any marketing or sales professional. How is Topo different than the Funnelholic?  How do you balance the personal vs. professional blogs?
  3. You are always coming up with great content ideas/ topics both on Topo and Funnelholic. How do you do it?
  4. You have worked with some of the best marketers around…can you share with us some networking and collaboration advice?
  5. What’s the biggest surprise in the B2B marketing world today? Why? 
  6. What would you say are the biggest challenges persist for marketers? Is it still content marketing or it is more fundamental than that? Basic stuff or more complex?
  7. What are core competencies for modern marketers today? Is one skill set imperative in your opinion?
  8. Can we teach people how to become better marketers? Better writers? What advice can you share to become a better writer for those marketers that struggle with this?

0-60: How to Build a State of the Art SDR Team


Building and tuning an effective SDR machine can mean big benefits for your marketing/sales operation. Jason Olsen, Sr. Director of Sales for Choozle has built and managed some of the most effective teams and will open up his playbook on Leadspace Radio. He'll walk through a step by step recipe so you can build or augment your SDR operation. He also has his finger on the pulse of all the latest and greatest in Sales tech so your team will truly be state of the art.
Jason bio:
Jason Olsen is the Senior Director of Sales for Choozle, an insights-driven programmatic ad buying platform. His core focus has been working with the Fortune 100 and high-growth venture-backed start ups within the B2B Technology industry helping marketing and sales organization as a supplier and strategic advisor to grow their businesses. He has held senior sales roles at three venture-backed marketing technology start ups. During this time he has studied and been a part of the transformation of marketing and sales organizations as well as the proverbial boom in marketing and sales tech. He knows as well as anyone that building a winning team and formula now is dramatically different than last year, 5 years ago, or 10 years ago. 

The B2B Marketing Channels that Matter in 2015


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.


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”. "

Demand Generation is the foundation of where revenue begins


Doug Sechrist is a dynamic marketing executive with nearly 15 years building and leading demand marketing teams at high growth, successful Saas leaders. He has a proven record of helping companies efficiently grow by bringing sales and marketing teams together through process, automation, alignment and shared KPIs. 

Doug runs demand marketing at Five9, the leader in cloud contact center software, where he oversees the company’s field marketing, demand generation, marketing operations, and sales development teams. Prior to Five9, Doug was the Vice President, Demand Marketing at Eloqua, driving predictable revenue for the organization.

Some excerpts include:

Steve: And so how does that interplay with what a lot of people think of as traditional marketing, the Madmen model of marketing; that creative fanatic history of marketing that most people associate? How do those two aspects of marketing interplay?

Doug: I think they are both important. In 10 years ago the whole Madmen analogy was very much in play and especially in the B2B space and in software as a service space. 

Companies had to figure out how to profitably run their businesses. Billboard advertising and print advertising and things like that that traditional marketers used to say, “Hey, we’ve got this great ad. It’s running in BusinessWeek and Forbes we have no idea what it’s done for our business.” That just wasn’t a good enough answer anymore, so businesses had to figure out what are the tactics that work. How few of an investment can we make to actually get to our targets and starting to look at efficiency? So that’s how they come together.