020: Power of Storytelling in Software, Managing Perceived Value with Kyle Lacy
Outcome Studio Podcast - Marketing & B2B Technology Talk
Release Date: 06/05/2019
Outcome Studio Podcast - Marketing & B2B Technology Talk
Eric Eicher and Bryan Kryder are co-founders of RightHand, a marketing agency based in Indianapolis. I wanted them to share their process for actively aligning stakeholders, such as executives, marketing teams, and sales leaders, to achieve common language and goals before doing marketing execution. This saves teams time and gets better engagement from buyers. They learned this framework after years of making videos and campaigns that didn't "work" because strategy, messaging, and goals were misaligned.
info_outline 030: Enabling IT Channel Partner Success and Revenue with Good Marketing Execution with Brent PatrickOutcome Studio Podcast - Marketing & B2B Technology Talk
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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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).
info_outline 028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results with Jasmine MorrisOutcome Studio Podcast - Marketing & B2B Technology Talk
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.
info_outline 027: Salespeople as Content Creators, Selling 100% Through the IT Channel with Zach Broome at ProcurriOutcome Studio Podcast - Marketing & B2B Technology Talk
Zach Broome is a Channel Partner at Procurri. He's produced over 30 videos on his "Procurri Zach" YouTube channel. Zach has been in channel sales focused on the IT data center for almost six years. 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 VARs sell more net-new infrastructure deals.
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Casey Patrick O’Connor is the Owner of CanDoCanTeach.com.
info_outline 025: When to Use Podcasting & Events to Build Impactful Relationships with Aaron WatsonOutcome Studio Podcast - Marketing & B2B Technology Talk
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.
info_outline 024: Being the Best You, Finding a Mentor, and Growing Confidence with Seth Thompson and Kyle SteeleOutcome Studio Podcast - Marketing & B2B Technology Talk
This episode highlights that being a fearless professional can be easier with a confidant or mentor.
info_outline 023: How IT Solution Providers Use Marketing Content to Speed Up Sales CyclesOutcome Studio Podcast - Marketing & B2B Technology Talk
Why is it important for IT solution providers and manufacturers to invest in content, 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...
info_outline 022: 4 Part Formula for the IT Channel to Drive Better Buyer Attendance - Tips for List Building, Email, Phone, and SocialOutcome Studio Podcast - Marketing & B2B Technology Talk
There are 4 main parts to a successful outbound campaign: List Optimization, Email, Phone, and Social Media. This episode 022 with Blake Johnston, CEO at OutboundView, is less focused on messaging and more focused on reducing friction within the tools to help us have conversations. There is a category of technology called "Sales Acceleration" tools that the IT Channel needs to understand. They can transform ability to connect with buyers to drive attendance to events, webinars, and other content.
info_outlineKyle 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?