The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 11 months ago

How to Successfully Democratize Marketing w/ Tony Guarnaccia


Marketing used to be straightforward. 

You placed an ad in a newspaper and you got business. 

These days, it’s complicated — and we’d all benefit from democratization. 

So says today’s guest, Tony Guarnaccia, Founder and Owner at Results Trained.

Tony’s on a mission to bring the tools only elite companies can wield to the marketing masses. 

In this episode, we discuss:

  • What democratizing marketing means
  • The 6 factors essential to growth
  • Where to begin in your business

This post includes highlights of our podcast interview with Tony Guarnaccia, Founder and Owner at Results Trained.

For the entire interview, you can listen to The B2B Revenue Executive Experience.

If you don’t use Apple Podcasts, we suggest this link.

If you always leave with value, thenyou know you're going to have success. You're listening to the BTB revenueexecutive experience, a podcast dedicated elp in executives train theirsales and marketing teams to optimize growth, whether you're looking fortechniques and strategies wore tools and resources. You've come to the rightplace. Let's accelerate your growth in three to one: welcome everyone to the Bto b revenue executive experience. O'm your host Chad Sanderson today we'retalking about how to democratize marketing what to do to go profitably.How to leverage the resources you have to make it happen and, more importantly,understanding the impact these decisions can have not only on ourbusinesses but the communities in the world around us to help us. We haveTony we're not TA founder of results. Train Tony! Thank you so much fortaking time to D, Walk Om to the show. Thank you plusyou being here so beforewe start, we ways like a do. A little ice, breaker, just people get to knowyou little bit better and always curious to know. You know something.Maybe you're passionate about that. Those that know you largely justthrough work might be surprised to learn about yeah. Well, I love music,and so before my career in marketing and sales and everything I'm doing now.I start off as a professional violinist, and so it's kind of funny all theparallels believe or not between business and marketing and and music,and so you know, at's, certainly still a passion of mine today was that wasViolen, something you picked up young and just stuck with or something youcame to later in life yeah. I started when I was eight eight and then went right throughcollege went to conservatory the whole bit nd, it's kind of funny, because oneof the lessins I learned back then really serves me today, which is thesfull down. Tho speed up because so many times we rush ahead, make bad decisions,hiring the wrong people. You now wasting money and advertising thingslike that, where, if you had a plan and... kind of broke things down like Ilearned to do in the music school, you know, ultimately, you be in much bettershape. Yeah there'r too many people that think that, just because they'removing fastere actually doing something productive right as a tendency thatpaint us into a corner, often times all right, perfect. So let's talk aboutthis phrase. Democratized marketing so always like to start with little bit ofcontext for the audience kind of break that down for US help us understandwhen, when you use that phrase kind of what it means to you, yeah well reallystarts with what I call the marketing revolution. And so, if you look at youknow forty fifty years ago it was pretty straightforward and how you weregoing to grow a business. You place an Adan newspaper boom. You got somebusiness, you know, then things got a little bit more complicated withbroadcast media like radio and television. You Still Coul have a levelof success. Then, all of a sudden, the Internet comes around. You havedirectories to organize everything, a lot more complexy to the point whereyou hade search engines like Altavisa and and Likos, and excite to the pointwhere you then get to Google. You know and their missions a organize teworld's information, all of a sudden, it's getting more and more complex, andthen you know kind of the most recent iteration, of course, is social mediaand people consuming content anywhere anytime, with with the change with withmobile phones and and nowadays, you're, not just competing against yourcompetitors, you're competing against Youtube and Amazon, and all these greatcompanies that really you know commanded audience, and so what this isdone is really create three main problems. Pro Number One. Is thatthere's a lot of fragmentation? You know before you can pick a couple:radio stations, a couple newspapers and you're all set now there's thousands ofnot millions of channels where you could potentially be so hit's problemnumber one problem number two is clutter once you actually find achannel that has a decent level of success. How do you actually stand outdifferentat yourself and have your message hurt and then pro number three,once you get past those two hurdles,...

...the third one can be very difficult,and that is technology. So nowadays you have to worry about pixels and trackingand analycs, and all this crazy stuff, and so the idea behind democrodizemarketing is a lot of times. The skill sets are just in the largest companies,and even those companies have tro troubles with this. It's very difficultfor anyone to execute on this. So the idea behind democrotize marketing is tobring those strategies, tools, resources, tactics available to anybusiness, so that everyone has an equal opportunity for success, and so when wethink about that, I mean the dearth of options out. There is a whalming me Imean I remember when Seo made my head hurt now now, there's so much out therethat it's almost impossible for anyone individual to have kind of the entirelay of the land. So, let's kind of put it in context and think about. You knowright now: everybody's dealing with this lovely coronavirus, yeah, andemic,and so some industries are booming. Some some industries have seen anuptick and, of course, digital technologies being one of them, butthere are companies out there that are focused primarily on how do I survive?How do I, how do I stay afloat in this very uncertain time? And so, when youtake this concept, tof democtize marketing? How do you help peopleapproach or whether the storm? More importantly, even not only get themthrough it, but that I would assume you'd have to be looking at what's onthe other side and how we set them up for Growth and success? Yeah,absolutely just like Wengritsky said you have to go to where the puck isgoing. So you want to kind of position yourself for success, so easier saidthan done sometimes, but that's why I create a framework call the result suit,because what I discovered is that, no matter the size company, the industryvocation, you name it. They all all growth comes down to really six keyoctors and how you adapth or pivot, which is kind of the buzzword nowadays,is really dependent on the six factors. So if you find yourself in achallenging situation- and you have...

...some influence over changing it, thenlooking at these six factors is always a good thing to do, and so give us a anexample. T ofe six factors sure so the six factors are number one: the MarketsYoure serving number two: the products in services that you're serving thosemarkets with number three is the value you're, providing those those marketswhich answers the question why they wou d work with you as opposed to anyoneelse, or do them Ta at all, and then really three key drivers for growth,which is number one gang new buyers, number two increasing the lifetimevalue of those buyers and then number three driving repeat: Sales, recurringrednue and also referral business. So really looking at your loyalty, thosesix factors together can drive exmentual growth in any circumstance,so considering the wide variety of options out there, how do they takethose six? And how do you work? Companies help them understand how totake those kind of six pillars and make sense of or apply the expertise tothose different channels that are out there to accomplish their goals right.So the first thing O I look at, is your markets, so that answers the questions. Are you inthe right market and and you pair that with the PROX and services? So what youcan do is you can look at. Can I grow in new markets with my existingproducts and services? Can I grow new proucts and service O services for myexisting markets? You can basically make a matrix, which you know thisfellow name. An soft actually did that. So, if you look at the ANSAF Matrix,that's essentially what it looks at. It looks at New Prox, new services and newmarkets and looking at existing market. So if you take those four, you can kindof plot out your growth and that's where you can look at opportunities. Soif you're stuck today in the market, you're serving is theur a market thatis still having growth. You know a lot of times you can. You can pivot to thatnew market and then gget growth that you wen't had normally realized, and so,when companies are contemplating this...

...replying this type of process, arethere pitfalls red flags things? They should keep an eye on to make sure theyeither headed in the right direction and not you know, driveintg off theside of the road, but things that will help them along the path. Or is thisone of those things where you've got to get through kind of all of it tested?Try it release it before you can start to see if it was a success or welltargeted or not. Well, data is always key, but depending on the size ofbusiness and your influence. What I always look at is really two key things.So, if you're smaller and you have kind of oversight over the whole company,you really want to be looking at your profitability number one and theCASTFLOLA number two, and so the key is to make sure you have enoughprofibility in the product to make it viable, but also that the cash iscuming it in our appropriate time. But even if you're in a larger organization,that' still makes sense to look at particularly the casle of it. So whatwhat I would be focused on, even as a middle manager is looking at. How can Iget procts got that can turn quicker because a lot of times, especially BTB,theres, a long sale cycle, and so you know, one thing you might want to lookat now is what our products to have a shorter sales cycle number one so thatyou can prove the return investment quicker, but then also, I would also belooking at the fact on number six, which is loyalty so with your existingclient base. Are there certain products and services that you can bride themtoday? You know, so it's really looking at how quickly can you get that moneycoming in? And how can you do I relatively low cost, because you alwayswant to take into the context your lifetime value relative to your costrequisition. Obviously, the lowest cost requisition is working with yourexisting client base and also referrals that they can generate on your behalf,and so the data allows us to kind of keep a stay on the pulse of it. Let's say see:What's working, what's not be able to do some of those at that analytics whenyou get into a situation like we have with the pandemic, it's difficult, Ithink, sometimes for organizations to...

...make logical decisions, not overlyinfluenced by emotional reaction right. So they're scared in some cases likehow do I keep my company afloat and are there ways that you work withorganizations to help them understand that the data can be? I don't want tosay a lifeline, but let's say life preserver that can help them reduce some of thatstress, or is that just kind of the natural way people are having to dobusiness today? Yeah, I think we're all a little stressed, but the data candefinitely keep you level headed a you know and not make a necessarilyemotional decision. So now is a really good time to know your cost foracquisition. Your Cost Bor Leed, looking at all those metrics withinyour analixs, but also it's a good time to make sure your crm and markingarmation is in, is on point because that's really going to be the key toknowing your markets. You're going to serve and really the critical thingwith your market is secmentation, so you want to look at your markets andsegment them down to the ones that are I most profitable, the ones that areyou know buying consistently, and you also want to look at kind of. How canyou get more referral o the things we just talked about? That's really thekey, but to do that, you want to segment your market down as much as youpossibly can, and so is there. You know: Everybody's we've had a shift right, sonot everybody's in the office anymore. We've got a lot of more people workingfrom home. Does this change the way organizations should assess kind of thedata that they're getting or does it change? Some of the fundamentals like Ihave one client who is finding that their their talk time when they'rereaching out to people is much higher, but their conversion is much lowermeanig. What they're finding is if people are they're okay, to have aconversation, because maybe they're enjoying hanging out with their family,but a little break would be good and then the you know, and then there'sthose that are completely focused on business survival or scaleor growth.Does that impact some of those things n? Does it create a a blip in the datathat makes it less reliable or some...

...some perspective, some otherperspective? People should be paying attention to so they don't again driveoff the side of the road yeah. Absolutely I had this conversation justthe other day. Actually, when you're looking at that your metrics, I wouldtake into context just the past. You know six months since we've been in thepandemic, so you wante necessalily rely on the data from a year ago or twoyears ago, even though historically, that might have been your bestperforming, I would look at the recency. You know it's like basic marketingmarketing, your recensy and your frequency. Those are really key. ThingsTho be looking at right now to kind of understand where things are going inthe future. It's also really good time to be looking at your competors runningcompetive analysis. Looking at a search data like keyword, data because you'regoing to find differences in the search keywords that people are using, whichare good indicators of future success and also know your buyers journey knowwhat triggers drive them to buy in the future. That way, you can get ahead ofthat curve when the demand picks up or even if the Dadheman is there today,there's usually certain triggers that drive them to buy a particular point intime. You need t, know those triggers. So that way, you have your content inplace to just support that that you know this ire, where your emails andyour blogs and all the things coming to play, to support your client base whenthey're theyre in in that stage of the virus journey, and is there an example,ofmaythat client success tore you can share about. You know how working withthe companies driven driven results and made kin of brought to life. Thedemocratized marketing approach, yeah well I'll share my own personal story.So my I have a marketing egecy. Inaddition to the consulting and the training- and we end up piviting, andso what we did was we looked at our own marketing because a lot of our clientshappene to be obviously in BTB, but also in travel and events and weddingsand industries that are really not performing well, and so we said toourselves: Well, what market should we look at and that's when we said wellboy, a lot of things are moving...

...birtualon up right now. What can we doin that market? So we started a little segment in the agency for helping withmarketing a podcast of all things, and then we also look at what else is hot.Well, birtual summits are hot. So now we're focused on doing some work invirtual summits, and so the market kind of led us to the proxand services andnow we're coming with the value proposition for that we're coming upwith initial buyers, now we're looking at. How do we get recurring revenue outthat? How do we drive wolty, so we'literally going through that loop inour own business? Excellent and it's definitely it sounds like helpening. Sowhen you engage with clients, I mean you've mentioned training, consultingall that Kause of what's a what's, a standard kind of engagement, look likehow do you get involved with Tyou Organization Yeah? Well, what we reallylike to do is go through our framework and usually we do it in a couple days.Sessions obviously, is virtual now, but we really delve into each of those sixfoctors. We start with an assessment, though, that way people kind of knowwhere they are today and actually the assessments free anyone can go onlineand take it. It's at result, Scorecom, but you go there. You get theassessment, then, based on that assessment, we look at. Where do wereally need to focus and really depends on the kind of company? Some companieshave to go around the loop, so they start with their markets and looking atdo we have to go into a new market or not others that are already doing well,theyr viable, sometimes it's better to start with the last factor, which isloyalty because the lowest hanging fruit is typically with getting yourexisting client bast to buy again again and gain them to drive referrals, Gotcha, okay, and so are we it's your organization focusedjust continentally, just us or are: Do you have customers that span the globe?I've worked with people all over the country, English, I'm sorry over theworld, obviously speaking English, because I'm not fluid any otherlanguage but but yeah, I generally it's an most of our clents are in in thestates, excellent all right. So, let's...

Change Direction here, a little bit. Weask all our guess kind of two standard questions towards individualyry. Thefirst is simply as a business owner as a revenue executive yourself. Thatmakes you a prospect for other people, so no doubt you're getting a bunch offemales. Maybe some phone calls people trying to get on your calendar. Alwaysreally curious to understand if somebody doesn't have a trustedreferral into you. What is it that captures your attention and helps themearn the right to time on your calendar? Yeah? It's a great question. I mean I'mvery data inclined, so it's got to be something that is very analytical thatcan prove a quick ritur investment, a lot of things I'm talking about here.So anything that's of interest in that area that can help prove our Y. so, forinstance, a big. I have a global company, I'm working with you know twobillion dollar company. One of the biggest challenge they have is withattribution. So how do you drie the you know? How do you quantify theattribution of a sale all the way up to the initial contact, whether it was offwat search or you know, that's still a challengea. A lot of companies havethat dial in, but especially in B ob with Lee Generation. Where there's youknow, it's not straightforward, like you would have a ECOMMERCE, that'sstill a big need, and so things like that really get my interest becauseit's so easy to prove the return on nvestment when it's it demonstratesthat they know what you're into and things that will help you be successfuland win. So it's kind of a show me. You know me principal make sure that youunderstand you know who you're targeting and ways to make it relevantto what you're focused on and the ways that you can help your clients. Is thatkind of a fair assessment? Yes, absolutely excellent, all right! Solast question: We call it our acceleration insight. If there was onething you could tell sales marketing people, one piece of advice like you'relimited to one so know we all have we have a lot of advice whet you give them.But if you had one piece of advice you could give thim and they actuallylistened. What would it be that you believe would help them hit or exceedtheir targets? Well, I go back to factor number three, which is valuealways figure out. How you can add value to the person, that's on theother side of the table or phone caller...

...zoom zoom conference these days. If youalways leave with value, then you know you're going to have success becauseyou, you know, makes it very clear. So value can be done in number ways today.Let me are you adding community to Your teur client base? Are you providingthem things above them beyond what what you normally would now is the time tobe doing that you know with prospects, always add value, whether it's a pieceof content. You know right now, actually going back to the podcast hing,I was talking about I'm creating some plug ins for free. You know things likethat. So how can you add value to the market you're serving whether it's aprospect, a client or you know someone? That's you work with years ago, alwaysleave with value, and so when just at of curiosity, so when you say plugainsfor Podcast, what do you? What do you mean elp help theotine, understand that,because I know whe a lot of people that do that sure. Well, right now, I'mguessing on your podcast and so what I notice, what I normally do is I takewhen I do one o these interviews, I'll take the you know, photo and the notesand things like that and put on my website. So people know that I was onyour show, but the downside of that that can take. You know twenty minutes.Thirty minutes for my assistant to do that. So I said to myself: woant tit benice if there was just a plug and you hit a button, it sucks every day andfor me and makes life easy. So I'm building that plugin excellent. Thatwill be yeah. That would be huge value for the podcasters out there. It'samazing how much time it takes to take the content that we create and get iton the channels that it needs to be on absolutely it's a lot of work, yeah,anybody, it's not for T FINT OF HART! That's what I figured out three yearsago. I thought! Ah, it should be pretty easy. No, it's really not so I witsanything that helps peed. That up is greatly appreciated. So all right, soif we, if o listeners interested in talking more about democratize,marketing or learning more about the services that your crew officers, wherewould you like us to send them, it probably the best place, ous go to mywebsite, meet Tony Gcom and then scroll...

...down to the bottom, and you can connectwith me in linked in so linked in obvious, is a great place for people inBDB, and I have a pretty active profile and so that's a great place to connectwith me directly and reach out excellent. I can't think you enoughtonny for taking time to be on the show. It's been great to hear yourperspectives today. Thank you. Yeah E 's, a lot of fun, exellent, all right,everybody that does it for this episode. You know the droll be to be revizeccomshare with friends, family coworkers til. Next time we have valuesellingassociates which will nothing but the greatest success. You've been listening to the BTBrevenue executive experience to ensure that you never miss an episodesubscribe to the show in Itunes or your favorite podcast player. Thank you somuch for listening until next time.

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