Episode 123: Using Inbound Marketing Principles to Benefit Existing Clients w/ Todd Hockenberry

WTH is the The B2B Revenue Executive Experience?: There are some great podcasts out there on sales enablement. They have fantastic advice on how to accomplish certain goals and strategies, as well as how emerging technology affects our work.  But there's a gap in the podcast world.  Chad Sanderson, your host, started this podcast because he wants to hear from his potential buyers about what they really care about, and how they respond to the sales process.  You're going to be hearing guests that range from the Minnesota Vikings to Adobe. This should be fun. by The B2B Revenue Executive Experience

10 min listen

Mark McKinney & Steve Fedorko on “My Client Is the Devil:” How to Stop Complaining and Get a Better Perspective: There’s never a shortage of people complaining about their clients. You can get stuck in that kind of thinking, but there is another way of looking at things. It all comes down to the way you think about yourself and your client. After all, you can’t do a great job taking care of clients until you’ve taken care of yourself. Today’s guests are Mark McKinney, VP of Client Development at Bottle Rocket Studios and Steve Fedorko, both authors of the book My Client Is the Devil (And Other Myths). They’re both psychologists who happened to work in marketing agencies, so they put their expertise together. They left academia to learn and teach how much psychology is used in business everywhere. There are a lot of books on helping clients, but not a lot on how you help yourself get better at helping clients. This is one of them. by The B2B Revenue Executive Experience

41 min listen

Brian Turner on Why Revenue Should Be Used as a Trailing (Although Critical) Indicator of Business Health: “Revenue should not be your leading indicator.” Come again? That’s the claim made by Brian Turner, General Manager with Slalom. Brian says that while revenue is absolutely a critical indicator of the health of your business, you run into problems when you make it the leading indicator. You solution your rate and structure around a dollar, and you can backend the most important part of the solution—the value you bring to the client. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

37 min listen

Audelia Boker on Sales Is Rapidly Becoming More Digital (Here’s How to Stay Ahead of the Trend): Lots of companies are trying to map customer journeys across channels, but that may be unnecessary. The customer journey is becoming more and more digital. A few statistics illustrate the point. In the UK, eCommerce sales account for just 14% of total retail sales. In the U.S., it’s only 8%. Looking at these, you wouldn’t expect that digital is taking over, but then the narrative shifts when you look at preferences. It turns out that 40% of U.S. males between the ages of 18-34 say that they would ideally buy everything online. We can all relate to that desire for convenience. We’re also more and more demanding from digital platforms put out by service providers. 39% of us would stop engaging with a website if it takes too long to load. These statistics and more come from our guest today: Audelia Boker, VP of Marketing at Glassbox Digital. Audelia made a case for why understanding the online by The B2B Revenue Executive Experience

36 min listen

Mostafa El-Bermawy on The 4 Pillars of Effective SEO: Mostafa El-Bermawy is VP of Marketing at Workzone, but “SEO” probably belongs somewhere in his title, too. Mostafa has been doing SEO for about eight years. He’s made a lot of mistakes, but those mistakes helped him eventually settle on a formula that work very well for creating sustainable SEO. Listen in to hear Mostafa share some of his SEO formula, as well as his thoughts on marketing automation today. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

36 min listen

Jiri Marousek on How Building a Capable Internal Team Equals More Revenue: You’ve seen plenty of companies focused on pushing sales organizations hard to generate more revenue. There’s often a focus inside companies to get more out of the salespeople they have. This is a viable plan of attack, but it’s not the only one. Over the last five years, we’ve seen an increase in marketing and services agencies, and they aren’t cheap—even if the services they provide are seen as critical. So today, we want to talk about how building that internal capability is not only worth the investment: it can also increase revenue. To do that, we’re talking to Jiri Marousek, Chief Marketing Officer at the AOPA (Aircraft Owners and Pilots Association). Find a breakdown of this episode here. by The B2B Revenue Executive Experience

47 min listen

Les Trachtman on Why Founders Often Make Terrible CEOs: Quite commonly, founders make terrible CEOs. They often have a difficult time segregating their personal relationships with their founding teams from the objective reality of the situation. That’s not an attack on founders: it’s hard time starting a company from scratch, and you often have to have a band of loyal followers in the beginning. The problem is that a company, once it scales, usually needs much different talent. In this episode Les Trachtman, CEO of Purview, shares from his experiences taking over the CEO role from six different founders. He also talks about his upcoming book, Don’t F*** It Up (and 31 other things a founder should never say). by The B2B Revenue Executive Experience

28 min listen

Alex Rosemblat on The Importance of Having a Well-Trained Sales Team: Imagine a wall. If you have an untrained sales team, and you say, “Go, go, go,” they will inevitably keep running into the wall and bouncing off. After running into the wall enough times, you have to step back and ask how to get over it. There might be a lot of ways: you might be able to bring a ladder, make a human ladder, fly over, or use a pogo stick. It’s an analogy, but for Datadog’s VP of Marketing, Alex Rosemblat, this is what training is: teaching people how to get over the walls that they run into with buyers. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

39 min listen

Tod Caflisch on The Minnesota Vikings Fan Experience (and Where It’s Headed) by The B2B Revenue Executive Experience

36 min listen

Eric Berggren on Customer Value: Why Organizations Fail to Get It Right: Every successful business needs to sell something at a price where they can make enough money. If they can’t, they’re going to go out of business. If that’s the fundamental challenge, we’ve got to understand how customers decide to buy. Everybody talks about value, but nobody really tells you how to do it. That’s what we’re addressing in this episode with Eric Berggren, Professor of Marketing from Kellogg School of Management at Northwestern and Managing Director of Axios Partners. In Eric’s words, “Customers decide to buy based on the value they get from one product versus another. Whatever nets out to be the best value, that’s where they’re going to go.” Listen in to hear Eric explore the topic of customer value inside and out. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

38 min listen

Kevin Dorsey on 3 Tips for Creating a Sales Culture that Sells: Businesses are complicated entities with a lot of moving parts, any of which are indispensable to making sure that things run smoothly and that the revenue continues to flow inward. But, there is one department that is impossible to ignore when trying to sell a product: Sales. A bit obvious perhaps, but as many can attest, developing an effective sales team can be like fumbling in the dark for a light switch that you’re only 90% sure is actually on the wall nearby. And a lot of that uncertainty is caused by the culture of the company or the sales team. How exactly do you develop a sales culture that brings in results? In this episode, Kevin Dorsey, VP of Sales Development and Enablement for SnackNation, offers a wide range of tips for creating a dynamic sales team by explaining how the salespeople at SnackNation have grown and developed a sales culture that sells. by The B2B Revenue Executive Experience

36 min listen

The Impact of AI on Sales and Marketing with Justin Williams: Artificial Intelligence or AI is a hot topic in sales and marketing today, but few in the field have the experience or exposure to provide a great deal of clarity. We went outside of sales and marketing to speak with Justin Williams, founder of Tinman Kinetics, who is competing for the IBM Watson A.I. Xprize, to get a fresh perspective. From the history of AI to the current state to discussions around what B2B sales will look like in the future, the discussion starts to paint a slightly different picture than we are seeing today. Podcast Blog Link: www.b2brevexec.com Value Prime Solutions: http://www.valueprimesolutions.com/ Chad Sanderson - LinkedIn: https://www.linkedin.com/in/chadsanderson/ Tinman Kinetics: https://tinmankinetics.com/ IBM Watson A.I. Xprize: https://ai.xprize.org/ by The B2B Revenue Executive Experience

28 min listen

Arun Lal on How Salespeople Can Utilize AI for Content Creation: There are new tools out there to help sales reps cut down the amount of time it takes to find the right content, organize it, and put it into a pitch that is going to be compelling and move a sales cycle forward. Today’s guest is Arun Lal, cofounder and CEO at Contiq, a new startup in the bay area that’s bringing a product to market that should drastically reduce the time it takes sales reps to create content. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

34 min listen

Juliana Slye on The Challenges of Marketing and Selling to the Public Sector: In Juliana Slye’s long career throughout the private and public sectors, two things have stuck with her more than anything: “It’s not about me, or where I believe the market is headed. It’s really all about the customer.” At the end of the day, if the customer doesn’t want it, it’s not going to happen. “You can’t go against your DNA.” Whether personal or professional, you have to take that DNA and make that work for you. Today, she is the CEO and Chief Strategist at Government Business Results, and she says that “there is no other industry that is more challenging, more compelling, and more risk/reward laden than working within the public sector.” Listen in to hear her stories of how a normal gift in the private sector can cause a panic when sent to the public sector, as well as why she’s so passionate about the work she does. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

47 min listen

Cindy Kennedy on 3 Key Components of Customer Service in Sales: “The most important and most valuable service you can provide is an excellent experience.” - Cindy Kennedy, District Manager for Corus360 Customer service is a critical component to driving revenue and account expansion. In this episode, Cindy Kennedy tells us why listening, trust, and responsiveness are inseparable from sales success. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

25 min listen

Mark Shank on What “Digital Transformation” Really Means Today: Digital transformation isn’t Mark Shank’s favorite term. Yet, he recognizes that it’s widely used, and so he uses the term to speak the language of his clients. He takes the often narrow definition of digital transformation—implementing a new system—and teaches people to work outward from that understanding to identify how everyone involved in transformation is affected. Listen in to hear Mark share tips for staying ahead of the curve in transformation based on his work with KPMG. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

40 min listen

Joe Apfelbaum on How to Optimize the B2B Digital Marketing Funnel: There’s a lot of talk out there about how to understand value from the buyer’s perspective. New companies are trying to engage with prospective clients in ways that provide them value instead of just showing the value the company thinks it has. Today’s guest is Joe Apfelbaum, CEO at Ajax Union. As Joe says, “The right strategy will save you a decade,” and “energy without strategy is useless.” That’s why you need to understand exactly what the B2B digital marketing funnel is—and how to optimize it. Be sure to keep an eye out for Joe’s upcoming book Average Joe to CEO: Seven Stages to Seven Figures. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

37 min listen

Mark Kosoglow on Why Sales Reps Shouldn’t Select Their Own Accounts: “The more complex you make the sale, the less success you’re going to have. As Mark Kosoglow, VP of Sales at Outreach.io, puts it, “humans suck at making decisions.” Therefore, the way you sell has to be focused and value-driven. In this episode, Mark shares some of Outreach’s greatest successes and obstacles, as well as why revenue executives shouldn’t allow their reps to select the accounts they prospect into. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

38 min listen

Jeff Koser on The Power of the Voice of the Customer: When you look at your best prospects and customers, they should be just as distinctive as zebras. That was the idea behind Jeff Koser’s book Selling to Zebras. Jeff noticed that the companies he was working with had the same problem, even though they thought they were unique. So he just wrote a story. It’s gone on to be wildly successful, and Jeff has now written another book called The Voice of the Customer. Listen in to hear why you shouldn’t sell without the secrets in that book. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

35 min listen

Mike Moore on Generating Revenue in a Digital Agency: We’ve seen a lot of consolidation of digital agencies over the years, with many getting bought up by “the Big Four.” Today, independent agencies struggle (at times) creating and maintaining a sustainable pipeline. So it’s worth asking: How do those that survive work to make their revenue more predictable? In this episode Mike Moore, Partner and Chief Commercial Officer at WillowTree, covers the “real” social selling, some of his agency’s greatest hits, and why WillowTree isn’t aiming for intergalactic domination. by The B2B Revenue Executive Experience

40 min listen

3 Things Sales Executives Need To Hear, But Are Ignoring with David Shatz: Sales executives face challenging jobs with ever increasing numbers, so it is no wonder it is easy to lose sight of the things which can truly increase revenue performance. David Shatz shares a powerful story from his 20+ year career and breaks down the three things he feels sales executives need to be hearing but for some reason are ignoring. www.b2brevexec.com David Shatz on LinkedIn: https://www.linkedin.com/in/davidshatz/ Chad Sanderson on LinkedIn: https://www.linkedin.com/in/chadsanderson/ Value Prime Solutions: www.valueprimesolutions.com by The B2B Revenue Executive Experience

15 min listen

Brian Burns on 5 Key Elements to Build a Next Generation Sales Team: Sales has become an increasingly dynamic profession - from AI, to the evolving use of social media, to ever more complex decision making from buyers. As a result, team structures that used to work, will not work in the future. Brian Burns, host of The Brutal Truth About Sales & Selling, sits down with Chad Sanderson, Managing Partner, Value Prime Solutions, to discuss the five key elements sales executives need to consider as they design their next generation sales team and sales professionals must be aware of in order to succeed the next evolution of sales. Subscribe to the podcast or listen to the episode above as they discuss the 5 key elements sales executives must consider as they build their next generation sales teams. Podcast Blog Link: www.b2brevexec.com Value Prime Solutions: http://www.valueprimesolutions.com/ Chad Sanderson - LinkedIn: https://www.linkedin.com/in/chadsanderson/ Brian Burns - LinkedIn: by The B2B Revenue Executive Experience

28 min listen

Mike Reagan on Increasing Self-Awareness: Inboxes fill up, task lists go unchecked – we all have times when we struggle with maintaining the balance between our personal and business lives. But if we want to be our best, we have to take the time to work on ourselves first, and understand who we are and what we bring to our relationships. Self-awareness plays a key role in optimizing the work-life balance. To help us understand how we can increase our self-awareness, we sat down with Mike Reagan, a 25-year sales and marketing executive and advisor for Threat X. by The B2B Revenue Executive Experience

33 min listen

Brian Burns on 5 Things That Separate A Players From B Players: With the onslaught of artificial intelligence and new technologies impacting the sales profession, the question is often asked: “Will people still be relevant?” It’s generally agreed that yes, salespeople will still be needed – at least those that are the A players. Brian Burns, host of The Brutal Truth About Sales & Selling, sat down with Chad Sanderson, Managing Partner, Value Prime Solutions to discuss five things that make ultra high performers, or A players, so effective. by The B2B Revenue Executive Experience

31 min listen

Daniel Miller on How to Make Your Email Marketing More Effective Immediately: Email is always a hot topic, and we all know that outreach is a critical component of effective prospecting. But just because we realize the importance of email, it doesn’t mean we’re anywhere close to using it as effectively as we can. In this episode, Chad interviews Daniel Miller, Director of Marketing for Benchmark Email, who lives and breathes the world of email marketing. He shares his best tips for what to change today in your email strategy, including segmenting your subscribers, focusing on your first emails, and injecting personality into your messaging. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

26 min listen

What Sales Executives Need To Hear To Improve Results: Peter Philpott is a Managing Partner with Value Prime Solutions and has been a sales executive for over 30 years, running successful teams at Kodak before becoming a sought-after sales enablement consultant. In this interview, we discuss Peter's background and dive into the three things his experience has shown him are critical for sales executives to be aware of in order to improve their results. Have a cup of coffee on us! - Complete this form and we'll send you a $5 Starbucks gift card for your feedback! Podcast Blog Link: http://www.b2brevexec.com Value Prime Solutions: http://www.valueprimesolutions.com/ Chad Sanderson - LinkedIn: https://www.linkedin.com/in/chadsanderson/ by The B2B Revenue Executive Experience

15 min listen

David Bauders on Negotiation Training for Sellers in the Cognitive Era: Sales training has long been viewed as a necessary evil, lacking a major component to success: negotiation training. We recently interviewed David Bauders, CEO of Strategic Pricing Associates, a company that leverages analytics and training to master profit opportunity. Here’s what we learned from Bauders. by The B2B Revenue Executive Experience

30 min listen

Leverage Your Sales Process for Differentiation with Brian Burns: Everyone is looking for ways to differentiate in sales, but often miss the one place that is closest to home, their own sales process. Chad Sanderson and Brian Burns discuss five of the key areas of focus for sales executives and professionals to consider in order to make differentiation possible. Subscribe to the podcast or listen to the episode above as they discuss the 5 key elements sales executives must consider as they build their next generation sales teams. Podcast Blog Link: www.b2brevexec.com Value Prime Solutions: http://www.valueprimesolutions.com/ Chad Sanderson - LinkedIn: https://www.linkedin.com/in/chadsanderson/ Brian Burns - LinkedIn: https://www.linkedin.com/in/brianburns/ The Brutal Truth About Sales & Selling podcast: https://itunes.apple.com/us/podcast/brutal-truth-about-sales-selling/id327760868?mt=2 by The B2B Revenue Executive Experience

30 min listen

Gabe Larsen on The 5 Key Components of a Cadence: A lot of people are fascinated by genetic structure. This is true whether that’s literal genetic material like the human genome or more metaphorical like the DNA of a sales process. Breaking things down to their lowest level gives us a better idea of both what we’re working with and how to get the most out of it. Seeing how things function is useful for many industries, and sales is no exception. It’s one thing to initiate a process like a sales cadence. It’s quite another to understand why you’re initiating it and how the moving parts of that sales cadence actually operate. The former is pretty hit-or-miss, while the latter gives you control over your process. In this episode, Gabe Larsen, VP of Sales for InsideSales Labs, talks about the research his team has been doing to crack the genetic code of sales cadences. Find a breakdown of this episode here. by The B2B Revenue Executive Experience

41 min listen

Tim Matthews on The Challenges of Demand Generation and Goal Setting: In this episode we were able to sit down with Tim Matthews, VP of Marketing for Imperva and syndicated blogger and author of The Professional Marketer, to unravel the mystery of how to effectively align sales and marketing and challenges related to demand generation planning and goal setting. by The B2B Revenue Executive Experience

32 min listen

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Episode 123: Using Inbound Marketing Principles to Benefit Existing Clients w/ Todd Hockenberry

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