015: Marketing Planning, Budgeting, and Getting Sales ROI for Small and Medium Sized Growth Companies with Brian G. Bauer
Outcome Studio Podcast - Marketing & B2B Technology Talk
Release Date: 01/30/2019
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
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
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
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
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
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
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
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
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
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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- 04:45 - Brian Bauer background in online marketing through the 2000's, broadcast television, to now working with new entrepreneurs and small business owners.
- 08:00 - Challenges business owners are facing. His segment is focused on under $10 million total annual revenue, with the vast majority of companies being a couple $100k to the low millions ($2-3 million). They have small marketing budgets and typically don't have staff focused on marketing. Business resolutions are the same as personal ones, and owners are coming into January 2019 trying to map out marketing.
- 13:00 - Challenges these owners face, Brian uses a high school analogy. Being a business owners is like trying to be straight A's on the report card in various subjects. Business owners have strengths and skills gaps. Certain areas will excel while others need help, in either finance, accounting, HR, sales, operations, or marketing.
- 17:00 - Lead generation activities (short term metrics and ROI) are different than brand building exercise (long term metrics and ROI)
- 18:00 - Thinking about a budget, total top line revenue helps to start, then we have to drill down into the nuance of the specific business. At $100k of top line revenue, the mindset is: "how do we hack stuff together and get impact for low cost?" And at $300k, these owners think: "how do we get thoughtful and designate marketing spend?" At annual revenue of $1 million, businesses start to get more traditional about marketing. Business owners ARE willing to invest, but (a) is it the right activity (b) will they get ROI and (c) have they been taught about the right ROI.
- 22:00 - Considering these challenges, how can we offer solutions as marketers? Focus on client problem before our own needs. Owners want to be heard and understood, and if we can show them we understand and that we have a plan, marketers and sales people get credibility right away.
- 26:00 - Marketers must kindle a conversation with the business owner about where potential buyers are hanging out in-person and online. Then, the marketer or sales person must show business owner a strategic and tactical plan for execution.
- 29:00 - How to frame a project or a marketing test to make high impact within 30-90 days. Maximum really is 120 because the owner must see ROI.
- 32:00 - Industry experience as a marketer, does it matter more than the technical skills?
- 35:00 - On framing an ROI discussion and what biz owners care about in reporting with quantitative and qualitative marketing ROI reporting.
- 39:00 - Final remarks and where to find Brian G. Bauer online.