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012: Demand Thinking - Good User Experience is Emotional and Social with Joel Smith, Joshua Mitchell, and Sundaresh Ramanathan

Outcome Studio Podcast - Marketing & B2B Technology Talk

Release Date: 11/28/2018

031: Aligning Stakeholders Upfront for More Engaging Marketing Content with Eric Eicher and Bryan Kryder show art 031: Aligning Stakeholders Upfront for More Engaging Marketing Content with Eric Eicher and Bryan Kryder

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.

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030: Enabling IT Channel Partner Success and Revenue with Good Marketing Execution with Brent Patrick show art 030: Enabling IT Channel Partner Success and Revenue with Good Marketing Execution with Brent Patrick

Outcome 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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029: (Part 2 of 2) Why Technical Aptitude Sets You Apart in IT Sales, the Human Impact of Tech with Jasmine Morris show art 029: (Part 2 of 2) Why Technical Aptitude Sets You Apart in IT Sales, the Human Impact of Tech with Jasmine Morris

Outcome Studio Podcast - Marketing & B2B Technology Talk

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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028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results with Jasmine Morris show art 028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results with Jasmine Morris

Outcome 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.

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027: Salespeople as Content Creators, Selling 100% Through the IT Channel with Zach Broome at Procurri show art 027: Salespeople as Content Creators, Selling 100% Through the IT Channel with Zach Broome at Procurri

Outcome 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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026: Mindset Discussion with Mentor Casey Patrick O'Connor show art 026: Mindset Discussion with Mentor Casey Patrick O'Connor

Outcome Studio Podcast - Marketing & B2B Technology Talk

Casey Patrick O’Connor is the Owner of CanDoCanTeach.com.

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025: When to Use Podcasting & Events to Build Impactful Relationships with Aaron Watson show art 025: When to Use Podcasting & Events to Build Impactful Relationships with Aaron Watson

Outcome 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.

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024: Being the Best You, Finding a Mentor, and Growing Confidence with Seth Thompson and Kyle Steele show art 024: Being the Best You, Finding a Mentor, and Growing Confidence with Seth Thompson and Kyle Steele

Outcome Studio Podcast - Marketing & B2B Technology Talk

This episode highlights that being a fearless professional can be easier with a confidant or mentor.

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023: How IT Solution Providers Use Marketing Content to Speed Up Sales Cycles show art 023: How IT Solution Providers Use Marketing Content to Speed Up Sales Cycles

Outcome 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...

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022: 4 Part Formula for the IT Channel to Drive Better Buyer Attendance - Tips for List Building, Email, Phone, and Social show art 022: 4 Part Formula for the IT Channel to Drive Better Buyer Attendance - Tips for List Building, Email, Phone, and Social

Outcome 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.

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More Episodes

Demand thinking in user experience is beyond a function. It's emotional and social.

Show highlights:

  • 02:40 - Sundaresh shares a story about app development designed in "engineering brain" versus "user centric brain"
  • 05:30 - Joshua Mitchell talking about his background in User Experience versus just making "a prettier internet" (in the words of Joel Smith)
  • 07:30 - Joel Smith origin story, got his start by creating a small web hosting company, and moved to marketing side
  • 11:00 - The state of apps and websites in late 1990s and 2000s. "Pretty internet" talking about Flash, adding images and graphics early on. Just adding elements because we could, not because it added value. The question of we have new tool, just applying it because it's cool (examples: blockchain, 3D printing, or virtual reality).
  • 15:00 - Bad UX example, talking about introducing Lime and Bird scooters because they are cool but need legislation and rules, so how do we balance.
  • 17:30 - Minimum viable product, bargain with user that the product may not be perfect, but also create vulnerability for companies
  • 20:00 - Why was starting Design on Tap hard? Josh and Joel describe the evolution from waterfall to agile. Defining waterfall versus agile.
  • 27:00 - Marketers, if you don't know what you want, don't pretend you do. But rather work with a partner that will help you discover what you need.
  • 33:30 - Are marketers in tough spots in relinquishing control to agency? Marketers and agencies should work with the client to understand the problem, versus just fixing the problem.
  • 35:30 - How can we be using data in product development and understanding a buyer's journey. Two considerations: market demand data, and usage data and how the product is experienced. Book by Alan Klement "When Coffee and Kale Compete" http://www.whencoffeeandkalecompete.com/
  • 38:00 - Seeds of a movement called Demand Thinking - progress is the process of making change in a positive direction, and we hire and fire products to do that job. Clayton Christensen "The Innovators Dilemma" (https://www.wired.com/insights/2014/12/understanding-the-innovators-dilemma/). Design on Tap uses Heap Analytics, looks retroactively at the "digital exhaust" on existing state of product. Ryan Singer, Head of Product Strategy at Basecamp (https://www.feltpresence.com/)
  • 43:00 - Buyer Insights, new service and research framework at Design on Tap to let design help companies create deeper meaning for customers along buyer journey. Why? Providing customers what they want before they even know they need it.
  • 49:00 - 2 products, seeking to solve the exact same need with two very different solutions. Functional, emotional, and social components to the product manifestations. Modern customers are thinking, "I'll know a good product when I see it."
  • 54:00 - Success story with Indy Chamber of Commerce, example of how to define outcomes but not sure how to get there, but a process to figure it out. Transforming website from something to just keep up-to-date to something that adds value. Shaping customer goals with the agency: SMART goals, learn or earn goals, and customer behavior focused current behavior and influence different. Came up with the goals AFTER the contract was signed
  • 1:02:00- Closing remarks