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Kandungan disediakan oleh Aaron Abodeely. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Aaron Abodeely atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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Kandungan disediakan oleh Aaron Abodeely. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Aaron Abodeely atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
Helping traditionally-minded sales and marketing pros become relevant by demystifying trending digital approaches. Why? To build stronger customer relationships. We also help curious, non-technical people talk the talk in B2B information tech and software. Hosted by Aaron Abodeely, a curious tech marketer and sales leader, who had a breakthrough when he learned about how tracking pixels, marketing automation, and simple video communications actually augment human interaction with potential customers and users, not detract from it.
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31 episod
Tandakan semua sebagai (belum) dimainkan
Manage series 2430992
Kandungan disediakan oleh Aaron Abodeely. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Aaron Abodeely atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
Helping traditionally-minded sales and marketing pros become relevant by demystifying trending digital approaches. Why? To build stronger customer relationships. We also help curious, non-technical people talk the talk in B2B information tech and software. Hosted by Aaron Abodeely, a curious tech marketer and sales leader, who had a breakthrough when he learned about how tracking pixels, marketing automation, and simple video communications actually augment human interaction with potential customers and users, not detract from it.
…
continue reading
31 episod
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 031: Aligning Stakeholders Upfront for More Engaging Marketing Content with Eric Eicher and Bryan Kryder 57:51
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Eric Eicher and Bryan Kryder are co-founders of RightHand, a marketing agency based in Indianapolis, Indiana. I invited them on to share their framework for actively aligning stakeholders, such as executives, marketing teams, and sales leaders, to have a common language and goals for marketing campaigns. This ultimately saves teams time and gets better engagement from buyers. They learned this framework after years of making videos, websites, and campaigns that didn't "work" because strategy, messaging, and goals were misaligned.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 030: Enabling IT Channel Partner Success and Revenue with Good Marketing Execution with Brent Patrick 43:34
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Brent Patrick is Senior Marketing Manager at Scale Computing. He's responsible for Channel Marketing and Marketing Ops. This includes sales handoff and sourcing leads for the Account Development reps. In Episode 030, we discuss how agile marketing in 2020 has allowed their partners to increase revenue during a tough economic climate. Brent's holds certs in Pardot and the SiriusDecisions B2B Marketing. Certs help him think outside the IT industry, enabling good marketing execution with speed and confidence.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 029: (Part 2 of 2) Why Technical Aptitude Sets You Apart in IT Sales, the Human Impact of Tech with Jasmine Morris 37:49
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Jasmine Morris and I had blast in Part 2 talking about selling IT solutions to customers in 2020, especially when many sellers have had to execute from 100% inside and marketers have been 100% digital. Jasmine highlights how she doubled down on existing customers by helping them think about their future-state (which has been accelerated in 2020). We also touch on how getting technical certifications has helped Jasmine's confidence and ability to be a holistic seller (Tech, Business, and Human).…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results with Jasmine Morris 25:07
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Jasmine Morris is an Account Manager at CBTS, selling IT solutions to small and medium-sized businesses in Indiana. She's also the Creative Director at Indy Black Millenials, and she's getting her MBA in Information Technology and has worked on a handful of sales engineering certifications. In Part 1 of 2, we talk about Jasmine's work in the black community outside of work and how it has made her a more human, grounded professional. We discuss her lived experience as a black woman in tech.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 027: Salespeople as Content Creators, Selling 100% Through the IT Channel with Zach Broome at Procurri 38:02
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Zach Broome is a Channel Partner at Procurri and he's produced over 30 videos on his "Procurri Zach" YouTube channel. Zach has now been in channel sales in the IT data center and infrastructure industry for almost six years, and for the past two years he's found that making video content as a salesperson keeps his relationships strong during long deal cycles. If you work in sales or marketing at a VAR, MSP, Solution Provider you'll enjoy this episode. Zach's role at Procurri helps IT Solution Providers sell more net-new infrastructure deals by helping them drive down cost with Third Party Maintenance and hardware buybacks leading up to the old hardware asset decommission and the migration, whether that be cloud or on-prem. We also talk about mindset, struggles as a salesperson, and how discipline, exercise, working on personal projects and waking up at 5:30am every day have helped Zach find success.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 026: Mindset Discussion with Mentor Casey Patrick O'Connor 50:34
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Casey Patrick O’Connor is the Owner of Can Do Can Teach ( CanDoCanTeach.com ). He is also a mentor of mine and was one of my first managers right out of college when I worked in Sales and Tech Support at GoDaddy. Casey took what he learned after working at GoDaddy as a Leader in Customer Care for 14 years. He’s an ultra-marathon runner, volunteer firefighter, and helps small business owners and unemployed get better traction with their professional endeavors. At CanDoCanTeach.com he consults scaling sales and customer service teams, bringing accountability, tools, and process to organizations. Show highlights: 01:00 – Aaron Intros Casey. Aaron tells a story of how Casey made an impact on him. 04:00 – How Casey’s mother, ultra-marathon running AND time at GoDaddy helped him be a better leader and have a strong mindset. Casey has made an impact on thousands of people in his career. Realizing the person you can become. 25:00 – How do you balance sticking to a plan, being aggressive with sense of urgency WITH a realistic timeline and patience. Starting CanDoCanTeach.com and being accountable for working through a process when you’re not where you want to be yet. 36:00 – Being a student of the process versus Fake it Until you Make it. What’s your philosophy? Believing in yourself. GoDaddy people who followed the process and leveled-up. Aaron learning how to sell from Casey and folks at GoDaddy because of the strong culture, this is systemic with the right leaders and culture. 44:00 – About Can Do Can Teach: candocanteach.com helps scaling teams with training and technology. Find Casey Patrick O’Connor online: Casey O’Connor LinkedIn: https://www.linkedin.com/in/caseyrunz/ Can Do Can Teach (Casey’s consulting company): https://candocanteach.com/…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 025: When to Use Podcasting & Events to Build Impactful Relationships with Aaron Watson 53:58
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When do I use podcasting or branded events to get ROI versus make relationships? How do I use LinkedIn to distribute my media if I'm in a B2B business model? Who is best for starting a podcast? Should I be doing video, events, or podcast? What's the strategy for sourcing podcasts guests? Aaron Watson, CEO of Piper Creative, host of the Going Deep with Aaron podcast, and creator the Going Deep Summit discusses all this and more with us on Outcome Studio Podcast episode 025. Show highlights: 01:00 - Aaron Watson, CEO of Piper Creative, host of the Going Deep with Aaron podcast, and creator the Going Deep Summit. Aaron graduated college in 2016 and shortly after graduation he started his podcast to find his career path since he was uninspired by the traditional career options. A mentor of his showed Aaron the power of digital media. Now he helps businesses achor their brand presence by storytelling either through video, podcast, and other media creation to capture a niche. 06:00 - What was Aaron's strategy for sourcing guests when he got started with his podcast? For him, it was easy cold outreach effort compared to cold outbound sales. It was more fun and he embarrassed himself as he started. As a host, Aaron learned to be conscious and empathetic as a communicator, and to modulate his tone and questions. He used the podcast to critique himself as host and to ultimately become a better professional. 11:00 - "Who do I want to learn from?" is the question Aaron asked himself to fuel the fire to the 400 episode mark. A question that comes up about podcasting, "Be niche or no?" or "Record the episode in-person or remote?" Aaron then discusses why he thinks listeners gravitate towards a specific host's style. Aaron says to stay interested, chase topics you're curious about that may seem like they don't fit a niche thread, but actually do. For example, Aaron talks about his podcast episode 396 with Kristy Knichel on Going Deep with Aaron. She's 22 year President and CEO of 3rd party logistics company, Knichel Logistics, but the real story? Kristy is now transforming her family business as a woman-owned, organically scaled strategy with employees and customer service is bar-non. 17:00 - How do podcasts make money? How do business owners tell stories in a way that builds relationships and trust with an audience of target customers and partners? Aaron frequently turns podcasts clients away. Why? Especially solo entrepreneurs and emerging business owners don't understand the costs to hire out the production work. Whereas, Aaron suggests that they start with video and text. The best podcast candidates are the firms that have an existing marketing budget and they need to reallocate dollars, in which case to podcast is best if there's a good company spokesperson. This scenario gives Piper Creative the opportunity to speak to the project champions at the company to start the podcast. 22:00 - Start with video first and dominate keywords in a niche now. Audio keywording and SEO won't be as relevant in search engines for 36-mounts. While the business spokespeople develop "media creation muscle", video can hide flaws more easily with jump cuts, which is great practice for raw interview and monologue style of the podcast. 27:00 - Is podcasting dead? Aaron discusses how Google is indexing voice for search algorithms and SEO. Plus, in podcasting it's still a wide open opportunity to capture a niche audience. For example, instead of the "Pittsburgh Podcast" it could be the "Restaurants of Pittsburgh Podcast" or instead of "Strength and Conditioning" it could be the "High School Football Coach Strength and Conditioning Podcast". The ability to go narrow and own a corner of podcast real estate is big. 31:00 - What is the power of a physical, branded event and bringing people together in person after doing something like digital media and the podcast? Aaron discusses the Going Deep Summit 3.0 (3rd Annual) which is March 2020. 37:00 - Why do panels at events sometimes suck? Aaron talks about "Design Thinking" that needs to be applied for panelists so that one person isn't dominating. Aaron gives the Pittsburgh nonprofit "Hello Neighbor" example. Aaron then describes how Design Thinking can be applied to create a robust Q&A. His host on stage prompts the audience by saying, "Now open for Q&A, and this time is to inspire our guests to share more of their perspective, not for you to provide your monologue on the topic. Thank you." 43:00 - What are your thoughts on LinkedIn for B2B content and distribution? Video is not required to be successful on LinkedIn. Add value, don't pitch. Take a whitepaper or an informative PowerPoint and upload it to your LinkedIn feed as a PDF. In 2019 and 2020, avoid posting external website links on LinkedIn because their algorithm devalues those posts. Remember the 90-9-1 rule for LinkedIn users, which is that 90% of LinkedIn users don't engage, 9% engage sometimes, and only 1% are actively creating. Aaron poses the question, how do you evaluate success if a post? He reminds us to treat your audience of any size, big or small, with the utmost respect because you never know who is listening. 51:00 - sign off.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 024: Being the Best You, Finding a Mentor, and Growing Confidence with Seth Thompson and Kyle Steele 53:57
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This episode highlights that being a fearless professional can be easier with a confidant or mentor. Occasionally, we luck out and get a company that invests in our training and us as a person. We might get a perfect boss. Other times, bosses don't help us grow. Our companies might not gel with our styles. What if our management doesn't have the bandwidth to help level us up? Can a peer mentor you? Can you proactively seek out a mentor? Should you find that individual who's learning and mentor him or her? Seth Thompson (Time Payment) and Kyle Steele (SEO Expert) share how being colleagues evolved into a mentorship and now a friendship, and they highlight how helping each other has made each of them prolific at content and creating professional brands. We also discuss the cross over between sales and marketing and tips for using LinkedIn to build relationships with interesting strangers. Show highlights: 00:30 - Finding a mentor, stories from Kyle (mentor) and Seth (mentee) meeting in 2013 when Seth was right out of college. Mentor learns as much from the mentee, as Seth was a grinder former athlete and Kyle doesn't do well with routine 04:30 - Deal sizes roughly $30k through 100% Channel Sales, so deals can close in a few months, but the relationship can be about a year long before that deal hits the pipeline 08:00 - Finding a mentor, find someone that aligns with your style, proactively seek out relationships; mentor needs to be self aware that he or she has something to help a younger person or someone that is learning 12:00 - Find who is looking for help "Help who is swimming towards you" 16:00 - The "locker room" presence in the office, may not be manager but energy has to flow through that person to get full team buy-in; what do the senior reps know that I don't when they question management? Should I pay attention? 18:00 - Self awareness, Kyle did you annoy anyone and how did you handle it? 19:30 - cutoff, Kyle talking about hate me cuz they ain't me. "Seth, go be the best you that you can and no one can beat you." -Kyle 26:00 - Authenticity and positive intent, people can feel it in both sales, customer support, and finding the answer when you don't know it all 32:00 - Salepeople knowing marketing, and marketing people knowing sales, how is that helpful? 36:00 - Creating your own demand as a salesperson with content 41:00 - Salespeople know messaging best, marketers invent stuff because they don't have the customer relationships…"The only stopping you from winning is you."…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 023: How IT Solution Providers Use Marketing Content to Speed Up Sales Cycles 40:03
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Why should IT solution providers and manufacturers invest in content specific for buyers or verticals, even if it's a core piece of content once a quarter? In the world of IT, solution providers have access to partner portals with great content. However, when the content is blanket and generic, is the content actually valuable to the customer? Do buyers "glaze over" it? In this episode, Greg Hammer, Director of Agency Services at IMS360 walks us through why a Field Marketer or a Solution provider would want to customize content. We also discuss positioning solutions and integrations with other tech (versus selling single technologies) and how to get sales team adoption. Show highlights: 02:30 - Greg Hammer, Director of Agency Services at IMS360. He has a background in coding/ marketing undergrad/ MBA, and now gets to be both technical and do content for the IT Channel. Greg even worked a job in Yellowpages sales early in his career and has seen the marketing industry transform. 06:00 - Definitions for the IT Channel. OEM (Original Equipment Manufacturer), Resellers, and Distributors. 08:00 - Resellers do solution selling and sometimes partner portal content is too blanket. Manufacturers therefore are starting to enable resellers to start "customizing" content. 15:00 - How are we defining content? (e.g. a PowerPoint, versus video, versus email) Content for loyalty/ existing customers, versus new customers. 19:00 - Content formats vary, but it always needs to support sales cycle and buyers journey. Best practices working with an agency. 22:00 - Content can be a bad investment if it's not distributed. Marketing is both art and science. 25:00 - Ways to think about distribution. 29:00 - Account-Based Marketing and Persona Development for content. 33:00 - Example of how video content helped a reseller tell an in-depth story of a complex solution with one effective piece of content. They built awareness and used it for follow-up with the buyers after sales meetings. 37:00 - Parting words.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 022: 4 Part Formula for the IT Channel to Drive Better Buyer Attendance - Tips for List Building, Email, Phone, and Social 23:50
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There are 4 main parts to a successful outbound campaign: List Optimization, Email, Phone, and Social Media. Sure, you could argue paid media might also fall into this as a channel, but let's stick to the basics. This episode 022 with Blake Johnston, CEO at OutboundView, is less focused on messaging and more focused on reducing friction within the tools and channels that help us have conversations. There is a category of technology called "Sales Acceleration" tools that the IT Channel needs to understand, because they can drastically transform your ability to connect with buyers to drive attendance to events, webinars, and other key marketing content for the purposes of educating buyers on complex IT solutions. 01:30 - Recap episode 017 with Blake Johnston on "Personalized Content Promotion", which is using Inside Sales resources to drive attendance to events, webinars, and to get engagement on content like white papers, recorded video, or demos. 02:00 - This episode is a partial case study, since Aaron and Blake did pilot for an IT manufacturer/ reseller in May 2019. What did we learn? In this episode we will put it into 4 parts: list building, email, phone, and social media. 04:00 - List building/ data cleaning fundamentals. Inside Sales team get ZoomInfo or DiscoverOrg lists. Even if the data is good, still need to do levels of validation. First, who are the specific contacts and job titles? Are some contacts a higher priority than others? Second, for events in a few weeks, how many people can you really engage? So second level validation, have people call all the way through the list to figure out direct line/ extension. THEN, third, put the sales team after everyone has been called through. 06:30 - Phone: Auto Dialing and tools that help have more conversations about your events and marketing. Let's say you only have one Sales person. First, that person could just manually dial, which takes forever and is fatiguing. Second, take a a little more automated approach by uploading leads to a tool that sits on top of a Salesforce leads or contacts report. As soon as it dials, it hangs up and moves to the next until you get a connect. Three, next level of dialers, people are calling down the list (sometimes 4-6 contacts simultaneously) and the second a contact picks up, you get the conversation in your ear. Some of these AI tools (like "ConnectandSell") take the stance, "...if you're going to be dialing, focus on conversations, not dialing itself". If event is good enough, the messaging resonates with buyers, then the more conversations you have the more you'll drive marketing engagement. 09:30 - Have Execs sit on ConnectandSell and have conversations (because they're not thrashing on the mechanics of dialing itself). How much would you pay for your VP to talk to X-job title in exact target market? 12:30 - Email: Outreach.io, a Sales Engagement technology for emailing 1:1. How is this different than Marketing Automation technologies? Making emails that look like they come from an actual person in a multi-touch sequence. When you look in your "sent" folder, you see them going out AND it's a consistent message so you can pull data off the efforts. 17:00 - How using videos paired with LinkedIn+Phone+Email can work together for Marketing to Drive attendance. Tools like Vidyard will integrate with these efforts. 21:00 - Don't over-architect process and workflows, but rather know your lists and audience and just start the outbound (making the calls, emails, and social touches). Learn, and then iterate on the first initiative. Closing remarks.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 021: Software Engineering Concepts for Business People, Facing Impostor Syndrome with Jason Lestina 1:02:34
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Jason Lestina is a marketer turned software engineer. On episode 021 he walks us through the fundamental concepts in software engineering that sales and marketers need to understand when selling at a software company. We discuss Customer Success and development, agile, product management, and what tools developers use like GitHub and Automation. We hit on Jason's background. We discuss how working in Retail management and computer graphics early in his career moved him into IT Marketing, which then spring-boarded his into doing a code academy in software engineering. Finally, we hit on impostor syndrome for new software developers and how to overcome that. 09:00 - He talks to us about how his background in Retail management, American Sign Language, and computer graphics moved him into IT Marketing, which then spring-boarded his into doing a code academy in software engineering. 15:00 - How does a marketing background help him as a software developer? Sales sometimes has a bad reputation among technical people, but technical people NEED marketers and sales people to generate awareness on the products. 17:30 - Many engineers get tunnel vision on the work in front of them and not the end user experience on the back side of a software deployment. Jason is constantly balancing the engineering bias to be product-first, versus the business bias of being user-first. Both are important. 19:00 - What is engineering day-to-day like? We hit on company sizes, ranging from start-up, to mid-sized, to global enterprise size as a software developer impacting software product and soliciting feedback. We hit on basic definitions for Agile, sprints, and how developers go about getting feedback from Customer Success and Product Management to make changes. 26:00 - Defining user stories and sprints for developers to scope and backlog work. We hit on how the juggle the work to be done. To manage workload, developers don't time-box work in agile. Rather, they think about it in terms of complexity. Different user stories have different complexities so their weighted differently. 30:00 - How does Product and Project Management fit in? How many dollars will this project cost? What do we sacrifice to get things done in different dates? 31:30 - What is DevOps, as well as CI/CD Continuous Integration and Continuous Improvement? How do we manage uptime and production? And, what sort of tools and software does development use? Jason says, "If you can't get your code in front of customers, you can't determine if it's solving problems, so we have to ship code faster and iterate". YET, developers biggest fear is releasing software that is broken or full of security vulnerabilities. 34:00 - Bigger companies have specific deployment methods, like "gating" which is deploying a small test so only a few users see it, versus the entire customer base. Developer deployment teams can quickly turn-on and turn-off to allow for a focused test group. 36:00 - Main Tools Developers use: GitHub biggest thing in tool kit to work on features in safe environment. TeamCity/ NightWatch for automated testing, so the concept of QA Engineers are going away. Software engineers are expected to be their own QA testers with the automation software. They have tools that allows a developer to simulate opening a browser, clicking through the app, and running fully automated tests on code. 39:00 - What is a Code Bootcamp and how did it get Jason job-ready? He says there was big financial risk in-terms of the $15k investment for a 12-week program. Dealing with impostor syndrome in software development. Technology industry is booming, and trends for certain jobs showing it's growing and it's a good time to learn. 46:30 - What are the 12-weeks in a code bootcamp like and what is the output of the program (final projects, recruiting process with a graduate's new skills)? Jason walks us through. 48:30 - What is the difference between front-end code and back-end code? Back-end is data-later, like when you hit "save" that's making a post to some database or table. Front-end retrieves user data off the back-end. 51:00 - Discussing the emotional side of impostor syndrome for new software developers. Especially in technology, once you start learning you think you're good, but the more you advance the more you realize how much you don't actually know. It's so vast and complex. 56:00 - Being okay with failure. 1:00:00 - Closing remarks.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 020: Power of Storytelling in Software, Managing Perceived Value with Kyle Lacy 44:42
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Kyle Lacy is the VP of Marketing at Lessonly, a high-growth, venture-backed enterprise learning software. He is the author of 3 books and he did over 100 speaking engagements around the world between 2012 and 2014 when he was at Exact Target (now Salesforce Marketing Cloud). We discuss ego, your perceived value, storytelling, and using event marketing and personal branding to build meaningful connections with both buyers and peers. Show highlights: 06:00 - Kyle's music background made him love marketing. Playing in a band got him interested in applying marketing concepts to get shows and promote. Music also taught Kyle how to tell a great story. 09:00 - Ego and your perceived value are reflections of your truth. And, they help you move forward when you're a young professional. One thing that Kyle learned early in his career: if you can't execute and deliver on your perceived value then you're a liar, whether you mean to or not. Kyle started his early career with his own firm, Brand Swag, which was both successful and struggled because of Kyle's ego early in his career. 12:30 - Then, Kyle was on the global speaking circuit at Exact Target (now Salesforce Marketing Cloud). He learned the importance of balancing his personal-self with his professional-self. He felt that if he wasn't careful, there actually wasn't a lot of distinction between Kyle the speaker and Kyle the human. While it was fun for him, his profession got somewhat over-consuming. 14:30 - From speaking so much around the globe, Kyle learned how to tell a story better than his competitors in software. While they were dumping marketing tool feature sets on audiences, Kyle was focused on how lives changed from email marketing and shared those wins, relevant to the audience, whether that was in Germany, Asia, or the US. 15:30 - Kyle is more nervous in front of 50 people or small networking room, but can more easily get in front of a huge room of people. How can I control my personal brand better? In a 3,000 person setting they cannot question you, but in a small setting you can. 18:00 - Executives building a personal brand and network. All LinkedIn is doing is a place to cultivate the network. You can only handle 100 relationships well, how do you handle the rest? 22:00 - managing tech stack, Kyle things about if it's helping to hit goals or not and if it's a nice to have, probably won't buy it as a narrow "point tool" 25:00 - SDRs at Lessonly tying marketing to SDR activity. Doing a lot of direct mail sends. Marketing is good at continuous rapid improvement, which works for SDR team which is very process driven. When running a test, need a kick-off and a retro. SDRs feel more creative under marketing and more license to test. 29:00 - 5 Tradeshows and 14 field events per territory. No presentations, doing "Taste of Lessonly" where prospects come and talk and hangout, versus come and have content. Why does it work? Great customers and people are tired of being sold to. Instead, people just love meeting peers and learn from each other. Don't like when vendor tells them what to do. For paid, doing Google and Bing but no real banner ads. Spends focus with direct mail sends. 33:00 - Paid versus direct mail when thinking about Contact-based approach. Do you spend $300 to maybe put a banner ad in front of that person, or send $100 to get highly personalized direct mail to their desk, and with tracking you know they got it? Too easy to buy tech to scale and automate, but really we're just human. Feature sets are old news, so how do you win 35:00 - Comes back to focus and targeted, who are your lists? If you feel you need leads you're just going to thow money wherever. VERSUS we want 10 top call centers in US, we are going to create campaigns specifically for that. It depends on go to market, because MailChimp is doing something different because their contract values. Fundamentals: know your deal size, know how many accounts you're going after. 39:00 - Getting ready for annual event. NOT a product conference but it's all about learning, developing, and teaching people how to do better work. Most keynotes are customers. How do you have better conversations? How do you share products before you're ready?…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 019: Value of Industry Expertise and Leveraging Video as a Sales Rep with Nathan Leary 31:37
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Nathan Leary is an IT & Cybersecurity Sales Pro based in Austin, Texas. He is the host of Security + Brews Chat, which is a video series about actual IT problems. He has conversations with IT professionals over coffee, which positions him as an industry expert and a content creator. We discuss his early sales career, how he accidentally fell into IT (and loved it), and how he thinks about video, personal branding, and sales teaming with marketing to really add value to his buyers in the sales cycle. Show highlights: 05:00 - Nathan selling Cutco knives as first sales job to haphazardly applying for SDR jobs after college, looking for a start up. Accidentally ended up in IT sales. 08:00 - How Nathan came to know and love cybersecurity without a background in it. He learned from talking to customers about their problems and listening. 13:00 - Starting the "Security and Brews Chat". Content in the sales process and include the personal branding piece. Nathan's goal is entertaining and valuable. 20:00 - Resources to get started with trending sales, marketing, and prospecting tactics like video. Find frameworks to make your content, then sales reps can plug and chug versus reinventing the wheel. 22:00 - How sales can approach marketing and brand managers to do bottoms-up messaging, versus waiting for it to trickle down. Nathan recommends Jake Dunlap for enabling sales to be digital brand ambassadors. 25:00 - find a company that lets you take an idea and run with it, especially as a sales rep if you're already taking content that marketing made and make it digestible. 28:00 - Frequency of posting content in 2019, don't dilute your message. How do you balance it with your job? It's okay not to scale your brand at a fast rate.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 018: Answering Questions for Buyers with LinkedIn Videos in IT and Telecom Financing with Seth Thompson 1:04:44
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Importance of sales reps answering buyer questions, on video, and then distributing the video on LinkedIn to engage buyers in a way that builds trust and sets appointments over time. Show highlights: 07:00 - Seth Thompson's thoughts on majoring in communications studies. Also part of Powerlifting club. How University of Iowa and athletics made Seth the professional he is today. Valuing intellectual and physical strength and persistence. Not going to get quick wins because guaranteed results are never guaranteed. 13:00 - Idea of injury prevention in competitive fitness is similar to avoiding burn out in business. Doing the little, boring things right over time with discipline to get payoff. 16:00 - How Seth ended up in Sales. Why Seth enjoys customer facing. 21:00 - UCaaS (Unified Communications) as a service. Seth provides different ways for those that provide those services financial programs to help end customers to make purchases. SMB space is Device-as-a-Service, how do I have the latest and greatest and not go out of date. 26:00 - How Seth is acting as an advocate for his customers on LinkedIn. Using social media, not to sell customers but to educate them. Need to be using video because that's the trend to personalize to buyers. Answer questions in a non-biased way. You don't have to be an expert, just try to be helpful. 32:00 - Your personal branding content doesn't have to be perfect! Don't have to over-script, can't fear failure, it's okay to look away from the camera and sound dumb. Putting something out there imperfect is better than never putting anything at all. 36:00 - The internet didn't allow us to share video the same way. Sales people are so well suited in this new age of selling. 37:00 - Concern about not being an industry expert to not technobabble. How do you add value to a customer base without being technical in a technical industry? Seth says that you don't have to share groundbreaking stuff. Think of the top 10 questions your customers ask and "who is Seth?". Start asking questions. That's all you have to do and 80% of buyers will have the same questions. 42:00 - in 6 months you will start seeing return, Sales Navigator. You have to cold call and follow-up after sharing and engaging on LinkedIn. 45:20 - Seth's company wants him to get better at LinkedIn and supports him to do it. Takes it back to his business and makes a case. Virtual networking events. "LinkedIn is digital industry event our our time." 48:00 - Every lead you got at a tradeshow doesn't call you back, either...don't know how to do it without selling." I'm a person first, and then I happen to sell this, too. That buyer must believe in you first to buy from you. 50:00 - Company can take your tools, but they can't take your personal brand. 52:30 - Job hopping and documenting your story on LinkedIn. Protect career. 54:00 - Sales Leaders, you want these personal branding sales reps on your team because they will bring you customers. 55:00 - "I trust Aaron, he trusts his company, so therefore I trust his company." 56:00 - a lot of buyers aren't active on LinkedIn, and even if they are your still have to cold call and email. 57:00 - Final thoughts from Seth, driving the point home about being okay with failure and finding ways to help other professionals in personal development and their jobs.…
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Outcome Studio Podcast - Marketing & B2B Technology Talk
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1 017: Helping Buyers Access Valuable Marketing Content via Personalized Outbound with Blake Johnston 47:57
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Show highlights: 05:30 - Blake's background, talking about how he did eCommerce around college and mastered it. Then took sales role and realized that he liked marketing just as much as sales. He loved the new customer part. He also describes why enterprise outside sales is a tough role when it comes to closing deals. 11:00 - B2B vs B2C, and why B2C marketing is harder. We take a quick sidebar into eCommerce affiliate marketing and why it's a good side project for any B2B marketer. We also talk about how B2C eCommerce is closer to Inside Sales because of the quicker time to close, but with eCommerce you can't hide if your efforts are working or not. The ad sped directly correlates to payments on the website or not. 14:50 - We discuss Inbound, outbound, and paid. What are the differences? Inbound - how do you know what to be writing about, what will be interesting to your buyers, and what will get traffic. Creating the content isn't enough because you have to get the traffic SEO. Inbound marketers also need to understand how to execute on conversion and high level strategies that get results. Typically, bringing this in-house requires writers and designers. Outbound - setting up Inside Sales, how do we set up cadence tools, and how do we get to our buyers, plus how to be leveraging marketing automation. Paid - this are is difficult to just dip your toe in because it's complex. Outbound View, Blake's company, does all three of these because even with a good engine going, companies need to diversify because a channel can quit working at any time. Paid efforts enhances inbound and outbound. 19:00 - Hiring internal marketing resources is hard, and every single marketing agency service is easily $1,000-2,000. Smaller business owners either have to figure it out on their own, or find the local "cheap guy" in the city to get some tactical results at a lower cost than the big agency. 21:00 - ADRs and SDRs - are they becoming a marketing function versus just appointment setters in 2019? Blake is seeing more ADRs rolling up to marketing, but really the ADRs and Inside teams simply need to belong in the group with the best nurturing and oversight. So whichever function can provide that gets the SDRs, which is organization-specific. Typically, there is no compensation plan for Inside Sales people to want to push a white paper, event, webinar, etc. The proposed fix: doing an ADR or Inside Sales rotation where Inside Sales is dedicated to marketing content promotion for entire month in a quarter. Personalized emails work better than email blasts. 27:40 - It's not groundbreaking that Inside Sales should help marketing promote content, but if there's not structure to do this it becomes everyone's part time job which isn't effective and not thoughtful. Instead, Blake argues that there needs to be a human caller dedicated to providing buyer value. They're not asking for meetings out of nowhere. They're doing soft call to action, not hard. This method is a good introduction to your company to entire strangers (individuals or departments in existing accounts). 29:30 - Account Based Marketing with personalized content promotion, use for new logos or account expansion. Soft to use the call to action as events or webinars. 33:00 - How do sales and marketing get aligned for ABM? It can get complex quickly. It requires a legitimate marketing plan for an account, but that won't happen without executive sponsorship. 34:00 - LinkedIn ads for targeted accounts. $10 per click is expensive, but it depends on what buyer level you're shooting for. You can pretty easily get to very specific people on LinkedIn. Consider Facebook and Instagram targeting for cheaper if you have a list to upload. 37:00 - We discuss free LinkedIn organic methods, and doing social sales cadences. 40:00 - Executives are getting more involved in sharing knowledge with the community (especially on Social and LinkedIn) because they have something unique to say versus their ADRs who are new and don't have an opinion yet. Blake says he does podcast interviews or guest blogging because it leads to sales and pipeline and ROI on his time invested. 43:00 - Closing remarks from Blake at Outbound View.…
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