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014: A Culture of Getting Results with LinkedIn and Video in the Sales Development Process with Jeremy Leveille

Outcome Studio Podcast - Marketing & B2B Technology Talk

Release Date: 01/11/2019

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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Show highlights:

  • 03:00 - Intro, Jeremy got interest in Sales and Marketing wanting to start in sports broadcasting, got internship, which turned into helping the sales team at the radio station. He gets success by being unique in his SDR persona, and in honor of his sports background he wears throwback sports jerseys. This has become part of his personal brand to be memorable to his prospects today.
  • 06:30 - Jeremy regrets not focusing on business classes because the business acumen for sales is so important. Jeremy suggests knowing the basics of the industry, job titles, enterprise software, and what these things does for businesses as you are selling or marketing.
  • 10:00 - Sales Development Representative world (SDR) and personalization in outreach. Not just for rapport but personalize to the persona and the job function. For example, build a list of your top 30 best customers, and then look at each of their top 3 competitors (that's 90 companies total. Now, you can tell a story about their specific landscape in the competitive space. Another example is that you can look at who YOUR target company sells to in order to go deeper.
  • 15:00 - Tactically, we discuss how to manage volume and personalization. 5 minutes or less, get as much information as you can, but record them in your tools (Salesforce and sales engagement softwares). Example techniques, pointing two tactics at each other in the same account, or referencing job postings but then later using relevant marketing content.
  • 24:00 - How to structure a Sales Development Representative team. Why we should think about inbound and outbound SDR reps.
  • 25:00 - Why invest the time to go deeper and personalize up front to get prospect's attention? Because the data says it works better than blanket, blast email sends and unprepared cold calls. More blanket approach gets unsubscribes than replies, and the replies want to be taken off the list.
  • 27:00 - LeadIQ's SDR and Marketing relationship is strong. LeadIQ has better social media presence than companies 10x their size, but it's the power of LinkedIn to build brand as part of strategy. LinkedIn as a lead generation tool and place to talk about the industry. Converting LinkedIn engagement from likes, profile views to meetings is NOT done in a sales-y way. It's not, "hey thanks for liking my post, now here's my product." It's content that's valuable and insightful for target buyers. It creates a natural, not-forced, organic transition. The LinkedIn content warms up the cold call to schedule the demo because the prospect has seen it.
  • 33:00 - How video fits in the sales development rep process (for example, Wistia or Vidyard), using our advertising brain we can use "video views" the same way by seeing percentage of the video viewed.
  • 43:00 - Data validates and shapes our tactics for prospecting content. Including, having fun on video to send to prospects. It CAN work for any industry, because we are all humans. We just have to humanize the process with the tools we have available.
  • 51:00 - how Jeremy suggests getting onto LinkedIn, both for personal branding and helping your company. Crawl, walk, run social selling framework. Crawl: month 1 and 2, observe what is happening on LinkedIn in terms of the right content in your feed. Do this by connecting and following co-workers, partners, customers of your company, and industry thought leaders. If you sell to Chief Information Security officers (CIOs) follow them! Don't just connect, but connect and watch. When to connect? Wait until there is some type of two-way engagement. In the meantime, just follow them, which is different and less intrusive than connecting. Do you like a post? Actually click the like button!
  • 55:00 - Walk: month 3 and 4, post industry content on LinkedIn. In the sales space, post Sales Hacker articles or HubSpot blog posts. If you sell to IT people, focus on CXO Talk or similar publications. Watch what your marketing team is doing for sharing content, and then put your own spin on it. Is your prospect and author of his or her own article? Share their post and TAG them. Your effort to build a coalition with your prospect will get rewarded sometimes.
  • 58:00 - Run: months 5 and 6, start posting your own original content because you've been watching. You see what's been working. Now you're ready to formulate your own insights and opinions. When you share, be sure to say "I found this valuable for me because..." in any share or comment.
  • 01:04:00 - Closing remarks, as you're prospecting in Sales Development Rep role, or in marketing and advertising, don't abuse the cell phone calls or the power of advertising to send something worth the prospect's time. A good rule of thumb: the meeting, email, InMail message, or and other interaction should provide so much insight that will help their jobs that the prospect might even pay for that information.