The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 2 years 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, then you know you're going to have success. You're listening to the BDB revenue executive experience, a podcast dedicated to helping executives train their sales and marketing teams to optimize growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. Let's accelerate your growth in three, two, one. Welcome everyone to the BB revenue executive experience. I'm your host, Chad Sanderson. Today we're talking about how to democratize marketing, what to do to grow 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 our businesses but the communities in the world around us. To help us, we have Tony Grenache, founder of results trained. Tony, thank you so much for taking time and welcome to the show. Thank you pleasure being here. So before we start, we always like a do a little icebreaker, just people get to know you a little bit better and always curious to know you know something. Maybe you're passionate about that. Those that know you largely just through 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 started off as a professional violinists and so it's kind of funny all the parallels, believe or not, between business and marketing and and music, and so you know, it's certainly still a passion of mine today. was that was violent something you picked up young and just stuck with, or something you came to later in life? Yeah, I started when I was eight, eight and then went right through college, went to conservatory, the whole bit. And it's kind of funny because one of the lessons I learned back then really serves me today, which is to slow down to speed up, because so many times we rush ahead, make bad decisions, hiring the wrong people, wasting money advertising, things like that, where if you had a plan and you kind of...

...broke things down, like I learned to do in the music school, you know, ultimately you'd be in much better shape. Yeah, there's too many people that think that just because they're moving faster, actually doing something productive correct as dendency. That paint us into a corner often times. All right, perfect. So let's talk about this phrase democratize marketing. So I always like to start with a little bit of context for the audience. Kind of break that down for us, help us understand when you use that phrase, kind of what it means to yeah, well, really starts with what I call the marketing revolution. And so if you look at, you know, forty, fifty years ago, it was pretty straightforward and how you were going to grow a business. You place it at a newspaper. Boom, you got some business. You know. Then things got a little bit more complicated. With broadcast media like radio and television. You still could have a level of success. Then all of a sudden the Internet comes around. You have directories to organize everything, a lot more complexity to the point where you had search engines like Alta, visa and and likes and excite, to the point where you then get to Google, you know, and their missions are organize the world's information. All of a sudden it's getting more and more complex. And then, you know, kind of the most recent iteration, of course, is social media and people consuming content anywhere, anytime, with with the change, with with mobile phones and and nowadays you're not just competing against your competitors, you're competing against Youtube and Amazon and all these great companies that really, you know, commanded audience. And so what this is done is really created three main problems. Problem Number one is that there's a lot of fragmentation. You know, before you could pick a couple radio stations, a couple newspapers and you're all set. Now there's thousands, if not millions, of channels where you could potentially be. So it's problem number one. Problem number two is clutter. Once you actually find a channel that has a decent level of success, how do you actually stand out, differentiate yourself and have your message heard? And then problem 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 tracking and analytics and all this crazy stuff. And so the idea behind democratized marketing, because a lot of times the skill sets are just in the largest companies and even those companies have trouble, troubles with this. It's very difficult for anyone to execute on this. So the idea behind democratized marketing is to bring those strategies, tools, resources, tag ticks available to any business. So that everyone has an equal opportunity for success. And so when we think about that, I mean the dearth of options out there is overwhelming me. I mean I remember when Seo made my head hurt. Now now there's so much out there that it's almost impossible for anyone individual to have kind of the entire lay of the land. So let's kind of put it in context and think about you know, right now everybody's dealing with lovely coronavirus. Yeah, endemic, and so some industries are booming, some some industries have seen an uptick and of course digital technology is being one of them. But there 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 you take this concept of democtized marketing, how do you help people approach or whether the storm and, more importantly, even not only get them through it, but that would assume you'd have to be looking at what's on the other side and how we set them up for growth and success. Yeah, absolutely, just like when Gritzky said you have to go to where the puck is going. So you want to kind of position yourself for a success. So easier said than done sometimes, but that's why I create a framework called the results. So because what I discovered is that, no matter the size company, the industry, vocation, you name it, they all all growth comes down to really six key factors and how you adapt or pivot, which is kind of the buzzword nowadays, is really dependent on these six factors. So if you find yourself in a challenging situation...

...and you have some influence over changing it, then looking at these six factors is always a good thing to do. And so give us an example of those six factors? Sure. So. The six factors are, number one, the markets you're serving. Number to, the products and services that you're serving those markets with. Number three is the value you're providing those those markets, which answers the question why they would work with you as opposed to anyone else, or do then ag at all? And then really three key drivers for growth, which is number one, gang new buyers, number two, increasing the lifetime value of those buyers, and then the three driving repeat sales, recurring revenue and also referral business. So really look at your loyalty. Those six factors together can drive excemential growth and in any circumstance. So, considering the wide variety of options out there, how do they take those six and how do you work companies help them understand how to take those kind of six pillars and make sense of or apply the expertise to those different channels that are out there to accomplish your goals right? So the first thing you want to look at is your markets, so that answers the questions. Are you in the right market and you and you pair that with the prodcts and services. So what you can do is you can look at can I grow in new markets with my existing products and services? Can I grow new products and service for services for my existing markets? You can basically make a matrix, which you know this fellow name Antsoff, actually did that. So if you look at the ants of Matrix, that's essentially what it looks at. It looks at new products, new services and new markets and looking at existing market. So if you take those four you can kind of plot out your growth and that's where you can look at opportunities. So if you're stuck today in the market you're serving, is there a market that is still having growth you know, a lot of times you can. You can pivot to the that new market and then get growth that you went had normally realized. And so when, when companies are contemplating this, for applying this type of process,...

...are there pitfalls, red flags, things they should keep an eye on to make sure that either headed in the right direction and not driving off the side of the road, but things that will help them along the path? Or is this one of those things where you've got to get through kind of all of it, test it, try it, release it before you can start to see if it was a success or well targeted or not. Well, data is always key, but depending on the size of business 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 the cast flow number two. And so the key is to make sure you have enough profitability in the product to make it viable, but also that the cash is coming in in our appropriate time. But even if you're in a larger organization, that's still makes sense to look at, particularly the cast full of it. So what what I would be focused on, even as a middle manager, is looking at how can I get prodcs got that can turn quicker, because a lot of times, especially be tob there's a long sale cycle, and so, you know, one thing you might want to look at now is what our products to have a shorter sales cycle, number one, so that you can prove the return investment quicker. But then also I would also be looking at the fact in number six, which is loyalty. So with your existing client base, are there certain prodcts and services that you can probe them today? You know. So it's really looking at how quickly can you get that money coming in and how can you do it a relatively low cost, because you always want to take into context your lifetime value relative to your cost requisition. Obviously the lowest cost requisition is working with your existing 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 that analytics. When you get into a situation like we have with the pandemic, it's difficult. I think some sometimes for organizations to make logical decisions not overly influenced by emotional...

...reaction. Right. So they're scared in some cases, like how do I keep my company afloat, and other ways that you work with organizations to help them understand the data can be, I don't want to say a lifeline, but let's say life preserver that can help them reduce some of that stress. Or is that just kind of the natural way people are having to do business today? Yeah, I think. Well, we're all a little stressed, but the data can definitely keep you level headed and you know and not making this silly emotional decisions. So now is a really good time to know your cost per acquisition, your cost per lead, looking at all those metrics within your analycs. But also it's a good time to make sure your crm and marking ourimation is in is on point, because that's really going to be the key to knowing your markets you're going to serve, and really the critical thing with your markets is segmentation. So you want to look at your markets and segment them down to the ones that are most profitable, the ones that are, you know, buying consistently, and you also want to look at kind of how can you get more referral, so the things we just talked about. That's really the key. But to do that you want to segment your market down as much as you possibly can. And so is there, you know, everybody's we've had a shift right so not everybody's in the office anymore. We've got a lot of more people working from home. Does this change the way organizations should assess kind of the data that they're getting, or does it change some of the fundamentals? I have one client who is finding that they're their talk time when they're reaching out to people is much higher, but their conversion is much lower, meaning what they're finding is that people are they're okay to have a conversation because maybe they're enjoying hanging out with their family, but a little break would be good. And then there you know, and then there's those that are complete letely focused on business survival or scale or growth. Does that impact some of those things? Does it create a blip in the data that makes it less reliable or some some perspective, some other perspective,...

...people should be paying attention to so they don't again drive off the side of the road. Yeah, absolutely. I had this conversation just the other day. Actually. When you're looking at that your metrics, I would take into context just the past, you know, six months since we've been in the pandemic. So you want in this sarily rely on the data from a year ago or two years ago, even though historically that might have been your best performing. I would look at the recency. You know, it's like basic marketing, marketing, your recency and your frequency. Those are really key things to be looking at right now to kind of understand where things are going to in the future. It's also a really good time to be looking at your competitors, running competitive analysis, looking at search data, the keyword data, because you're going to find differences in the search keywords that people are using, which are good into cares of future success. And also know your buyers journey, know what triggers drive them to buy in the future. That way you can get ahead of that curve when the demand picks up or even if the dance demand is there today, there's usually certain triggers that drive them to buy a particular point in time. You need to know those triggers so that way you have your content in place to support that that you know, this is where your emails and your blogs and all the things coming to play to support your your client base when they're there in that stage of the virus journey. And is there an example of maybe a client success story you can share about, you know, how working with the companies driven, driven results and made kind of brought to life the demarcratize marketing approach? Yeah, well, I'll share my own personal story, so I might. I have a marketing agency in addition to the consulting in the training, and we end up pivoting. And so what we did was we looked at our own marketing, because a lot of our clients happened to be obviously in BDB, but also in travel and events and weddings and industries that are really not performing well, and so we set to ourselves, well, what markets should we look at? And that's when we said, well, boy, a lot of things are moving virtual in it right now. What can we do in that market?...

So we started a little segment in the agency for helping with marketing of podcasts of all things, and then we also looked at what else is hot. Well, virtual summits are hot. So now we're focused on doing some work in virtual summits, and so the market kind of led us to the PROX and services and now we're coming up the value proposition for that. We're coming up with initial buyers. Now we're looking at how do we get recurring revenue out of that? How do we drive loyalty? So we're literally going through that loop in our own business actually, and it's definitely, it sounds like, helping. So when you engage with clients, I mean it. You've mentioned training, consulting, all that kinds of what's a what's a standard kind of engagement look like? How do you get involved with the organization? Yeah, well, what we really like to do is go through our framework and usually we do it in a couple days sessions. Obviously it's virtual now, but we really delve into each of those six factors. We start with an assessment, though. That way people kind of know where they they are today, and I actually the assessment's free. Anyone can go online and take it. It's at results scorecom, but you go there, you get the assessment. Then, based on that assessment, we look at where do we really need to focus, and really depends on the kind of company. Some companies have to go around the loop. So they start with their markets and looking at do we have to go into a new market or not? Others that are already doing well their viable. Sometimes it's better to start with the last factor, which is loyalty, because the lowest hanging fruit is typically with getting your existing client base to buy again again and getting them to drive referrals. Gotcha. Okay, and so are we? It's your organization focused just 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 the world. Obviously speaking English because I'm not fluent in any other liquid, but but yeah, I generally it's in. Most of our clients are in the in the states. Excellent. All right. So let's Change Direction here a...

...little bit. We ask all of our guests kind of two standard questions towards Inter each to read. The first is simply, as a business owner, as a revenue executive yourself, that makes you a prospect for other people. So no doubt you're getting a bunch of females, maybe some phone calls, people trying to get on your calendar. Always really curious to understand. If somebody doesn't have a trusted referral into you, what is it that captures your attention and helps them earn the right to time on your calendar? Yeah, it's a great question. I mean I'm very data inclined, so it's got to be something that is very analytical that can prove a quick return investment. A lot of things I'm talking about here. So anything that's of interest in that area that can help prove our wy. So, for instance, a big I have a global company I'm working with, you know, two billion dollar company. One of the biggest challenge they have is with attribution. So how do you drive the you know, how do you quantify the attribution of a sale all the way up to the initial contact, whether it was off with search or you know, that's still a challenge. A lot of companies have that dialed in, but especially in be tob with Lee Generation, where there's, you know, it's not straightforward like you would have an e commerce that's still a big need and so things like that really get my interest because it's so easy to prove the return on investment. Well, it's a demonstrates that they know what you're into and things that will help you be successful and win. So it's kind of a show me, you know me principle. Make sure that you understand, you know who you're targeting and ways to make it relevant to what you're focused on and the ways that you can help your clients. Is that kind of a fair assessment? Yes, absolutely excellent. All right, so last question. We call it our acceleration in sight. If there was one thing you could tell sales marketing people, one piece of advice, like you're limited to one. So I know we all have. We have a lot of advice would give them, but if you had one piece of advice you give them in the actually listened, what would it be that you believe would help them hit or exceed their targets? Well, I go back to factor number three, which is value. Always figure out how you can add value to the person that's on the other side of the table or phone call or zoom, Zoom Conference these days. If you always leave...

...with value, then you know you're going to have success because you you know makes it very clear. So value can be done in number of ways today. I mean, are you adding community to your to your client base? Are you provide them things above them beyond with what you normally would. Now it's the time to be doing that. You know, with prospects, always add value, whether it's a piece of content. You know, right now, actually, going back to the podcast thing I was talking about, I'm creating some plugins for free, you know, things like that. So how can you add value to the market you're serving, whether it's a prospect, a client or you know someone that's you've worked with years ago, always lead with value. And so when just out of curiosity. So when you see plugins for podcast, what what do you what do you mean? Hope to out and understand that. I know, yeah, a lot of people that do that. Sure. Well, right now I'm guessing on your podcasts, and so what I know, is what I normally do is I take when I do one these interviews, I'll take the, you know, photo and the notes and things like that and put on my website so people know that I was on your 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, want to be nice. If there was just a plug and you hit a button, it sucks everything and for me and makes life easy busy. So I'm building that plug in. Excellent. That will be yeah, that would be a huge value for the podcasters out there. It's amazing how much time it takes to take the the content that we create and and get it on the channels that it needs to be on. Absolutely it's a lot of work. Yeah, anybody. It's not for the faint of heart. That's what I figured out three years ago. I thought this should be pretty easy. No, it's really not. So it's anything that helps speed that up is greatly appreciated. So all right. So if we if a listeners interested in talking more about demarktized marketing or learning more about the services that your crew officers, where would you like us to send them it? Probably the best places go to my website, meet Tony GCOM and then scroll down to the bottom and you can connect with me on Linkedin.

So linkedin, obviously is a great place for people in B Tob and I have a pretty active profile, and so that's a great place to connect with me directly and reach out. Excellent. I can't think you're enough, Tony Four, taking time to be on the show. It's been great to hear your perspectives today. Thank you. Yeah, there's a lot of fun. Excellent. All right, everybody that does it for this episode. You know, the drill be to be REV exactcom share with friends, family, Co workers. Untill next time. We have value selling associates, which will nothing but the greatest success. You've been listening to the BB revenue executive experience. To ensure that you never miss an episode, subscribe to the show and Itunes or your favorite podcast player. Thank you so much for listening. Until next time,.

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