The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 3 years ago

Joe Apfelbaum on How to Optimize the B2B Digital Marketing Funnel

ABOUT THIS EPISODE

There’s a lot of talk out there about how to understand value from the buyer’s perspective. New companies are trying to engage with prospective clients in ways that provide them value instead of just showing the value the company thinks it has.

Today’s guest is Joe Apfelbaum, CEO at Ajax Union. As Joe says, “The right strategy will save you a decade,” and “energy without strategy is useless.” That’s why you need to understand exactly what the B2B digital marketing funnel is—and how to optimize it.

Be sure to keep an eye out for Joe’s upcoming book Average Joe to CEO: Seven Stages to Seven Figures.

Find a breakdown of this episode here.

Today, on the btob revenue executiveexperience, we're going to be talking about the B to b digital marketingfunnel. What is it, how do you optimize it, and how can sales professionals useit to engage with customers in a way that increases there ar chances to buy we're? Listening to the BTB revenueexecutive experience, a podcast, DEDICATIN BEA executives train theirsales and worketing teams to optimize growth, whether you're looking fortechniques and strategies wore tools and resources, hat youve come to theright place. Let's accelerate your growth in tree to one welcome everyoneon your host chat, Sanderson and today we're going to be talking about thebtob digital marketing. Funnel there's a lot of talk going on about how dopeople understand value from the perspective of the buyer? How To? Howdo new companies engage with perspective, clients and ways thatprovide them value? Not necessarily just show the value you think you have,and there are ways that is, can be done effectively. We spend a lot of timewith our clients talking about concepts like this fear of influence, the VoreTex Pere of engagement. These are models that allow sales and marketingprofessionals to engage in a way that delivers value first and then movespeople into a qualified prospect. Today, we're going to be speaking with JoeAppefam he's the CEO of Ajx Union, and he has some very unique perspectives onwhat is a b Tob digital marketing funnel? What's the optimal set up forit? How do you structure it in a way that allows you to engage in a valuebased relationship, and how do you even segment that top of the funnel intomore finite steps that people can go through? It's a great conversation withJoe I'm really glad he spent some time with us keep an eye out her as a bookcoming out in the next few months called seven stages to seven figures.It's his kind of story of how he grew ajx union and became a very sout afterKino speaker, but for those that are listening today. There's some definitetakeaways in here that I think you'll find extremely valuable and withoutfurther ado, let's jump into the interview with Choe Joe. Thank you fortaking the time to be on the show today. No thank you for having me so before wejump into the topic of the day, we like to start with a question to provide ainsights into you for our audience. We like to ask our guests: You know if youthink back over your career, was there a pivotal moment or something thathappened, that you go back to and learn lessons from over and over kind of whatwas that moment and what lesson did you take away from it? So for me it's themoment. I realize that I had to get rid of basically almost all my clients inorder for me to be able to run a successful company, so we started about eight years ago andour goal was to service all businesses right, like you know, you start abusiness you're like how can I get to a million a revenue? How can I get to twomillion o' going to get the four million, so we hitting five hundred andtwo thousand and twelve and we're growing and everything's great then atsome point we start churning clients. We start adding fifty and losing fiftyanind fifte an losing fifteen. We...

...serviced over eleven hundred companiesand were like something's wrong. I started researching all the agencies tofigure out what they're doing different and they're like they're, not servicinghundreds Theyr, servicing dozens, and so I realized that not a recliantis created equal and if I wanted to grow in quality and poon profit and myrevenue and my team and everything I had to change my client base, becausepredominantly most of my clients were under a million revenue and we weresegning them up quickly, but we they were also going out of business quickly,because that's what companies do most companies go ut of business in thefirst three years, more going than he the first five and almost all F themover. Ninety six percentn go out of business in the ten year, so we had to do something differently veryquickly. So I, after doing a lot of research, I learned that you have to really focus on strategy,because the right strategy will help. You will save you a decade, you can',just do a dude. Do Do do energy without strategies useless, excellent exclete,not for our listers. Can you give a little more context around ajx unionand you role there. Yeah ajx union is a B to B digital marketing agency. Myroles, a CEO Chief Energy Officer. My goal is to energize everyone and tocoach people here and to find clients and find more employees and create a culture of winners. Theculture of amazing communication, amazing employees, amazing synergy. What we do is we help companiesgenerate leads nurture. Those leads from the top of the funnel to thebottom line. Our goes to help you find the right customer. It's just like. Wefound the right customer just like we aligned ourselves. We do that for ourclients. Now we Hav to really reinvent ourselves over the past two years andreinvent our clients, Einvent or offering and align ourselves with beinga premier, beat to be digital marketing agency. Doing everything from accountbase marketing to brand communication to website management, whatever youneed is to do will be there for you excellent. Today we want to talk aboute, the btob digital marketing funel. Now, having a marketing background andsales, I think I understand how you're using that phrase, but for ou audienceI would love. You could just kind of put some context around that. So a lot of people are doing socialmedia. Have you heard of somebody doing social manethat, doing they're doing sc,I'm like dude how's that working out for you yeah? What we're doing it werejust do. What do you mean you're doing it? I would you would just we're doingfinding the key words were shoving them into the website and I'm like why youuse Pan that keyword. Why do you shove that keyworn into the website, becausewe want more, we want more traffic like. Why do you want more traffic? I wantmore traffic because we want to make money like you're going to lose money.You got the wrong traffic, you lose money, you get the wrong people in thedoor, you lose money, lose money every time and if you make money, only makemoney short term somebody's like Joe. What's the difference between thebeatob marketing funnel and the bthe C marketing funnel, I said: BTC istransactional for the most part. Yes, you can have relationship asspect, butmost BTC companies. Are you walkine to...

...the cleaners you buy the? Do you cleanthe shirt you leave. You have a good day. Well, WHOS! Next next, you knoweer the Yel Nax like waiting on my like next, you wantto fry chicken nax get out NEX WHO's. Next, so, with B to B, it's verydifferent, it's very, very different, because you're relying on clins thathopefully are going to be residual income for you, you're going to have tobuild a relationship. Your buying cycle, your the time to close a client fromwhen you get a lead till you nurture the lead till they have a need untilthey turn into a client and hopefully stay a clim refer business and keepbuying from me over and over and over is a long term play it's not somethingyou just do so if you just do and get the wrong clint based on low being thelowest closs provider, and you just get in the door and you're like naxt to hisnecks, and you just have a body shop. You know in and out in and out in andout a Laundrymat in and out an and now you're not going to be able to tap into the depth that you can tap into withdealing with the types of companies that are going to be able to providefor your company long term. So when it comes to marketing funnel it's either Iget a customer they buy for me they leave, they never buy for me again or Iget a random customer or you identify who the most ideal company is right,also called a persona. An avatar you craft, a value proposition that alignswith their specific values right what they value, what they care about wheretheir specific needs. You find the problem that you're going to solve thatthey really appreciate. Not Everybody cares about saving money. Not Everybodycares about the highest quality. Not everyybody cares about doing it fast.Everybody has a different thing that they value and based on what you offer.You find a persona target demographic, like think about the difference betweenthe fanciest furniture store in your neighborhood, and I kio right Ikia.Like I ask age like how far is I KIA? Oh, I kiah Ikia goes where no buses go.No trains go like. If you want to go to Ik, you literally have to go on a roadtrip. We are going to Ikia today and you get in your car and you drive tothe end of the world and when you get there, you ask look for the signs forIkea. That's where I cirs, but I kia you literally buy furniture. That's socheap, like you, can't find ceeper, furnature anywhere else right, that'swhat they are! They're, cheap and build it yourself. So what if it takes eightyears to build your furniture, it's fun! So what? If, by the time you finishbuilding it, you got to put it out to the trash. It's fun. Some people say just build it outsidethe house. You know H to take it. Bacg out, you know just build it as let thegarmage strike just take it, but the bottom line is they build a hugebusiness based on that value, proposition of we're not the mostconvenient we're, not the highest quality, but guess what were the gardendarn, cheapest and funkiest furniture...

...you'll find anywhere, and so that'sopposition, and so with that's a big challenge right that we see today, wedon't especially the sales cas a what INB to be. They don't have that default to talk to and understand froma buias perspective, what a buyer finds valuable now at the organizationallevel, are there signs that an organization Li See, im Mo, could lookaround or a cro could look around and say: Hey we're, not paying attention tothe funnel are their signs that they would see. You know that they're not doing oroptoaizing their funnel well step number one is Churne. What's your churnrate, if you're losing clients, if clients are coming in one side goingout the other side like they were by us, then you're, obviously not you're, notfocused you're, not focused on your value proposition. Also take a look atyour top twenty percent of your clients. I mean there's the twenty ru right.Twenty percent of your clients opidoes eighty percent of your revenue andtwenty percent f R. Your bad client, O whic, is eighty percent of yourheadaches to think about. Think Bou. Think about where your headaches arethink about. Where you're we you're feeling good, where you loving it thinkabout what's going on, and most people are not making that calculation thermost people are the more and more and more people and the more more morepeople just want more and the when they get more. They want more of more andthey don't care about the quality they care about the quantity and they wantmore and more and more and more sales. More and more calls more and more sales.I don't care who your going to call if it moves by it, if it moves, get it asa client, everyone's a cline, and there are some companies that are like thatand they have to grow by acquisition if they're like that, and it becomes veryhard to be able to acquire the right customers end up acquiring the rightcompanies that are acquiring the right customers, because those are the mostprofitable companies. So a sign is curn. Another sign, is you don't have a you,have a confused sales reps that are failing if your sales reps, if you takea look at your sales ror, you have ten fifteen Thosanta, thirty, fifty ahundred sales reps and only ten of them are doing it and they're cowboysthey're, like the ones that are you know they don't fit into the cultureand they're just doing it and you don't have systems and processes, and youdon't have the way, the best way where you can literally put anyone that has agood, a good enough personality that fits your brand. That can just followyour process. It's because you don't have things aligned, then you're, justlooking for the cowboys that are not scalable you're, just looking for theit's not going to work. So if it doesn't, you don't have systems andscalable systems. It's because you don't have this value proposition. Youdon't have this ideal customer base and if your customers are leaving it'sbecause they don't align with you if you're the have to be the lowest costprovider. If your sales reps are complaining, er too expensive, yoursales rep should not be complaining were too expensive. Somebody just cameover to me and said one of our clients wants to wants us to justify the hourlyRade. I was like. First of all, we don't have an hourly rate. We deliverresults and so they'e like yeah, but we told its client or internal Ou rearlyright tid. I I was like all right great. What do they want d? They want todiscount on the hourly right, okay, so well, if they tenx what they'respending with us we're happy to get them in discount. Are they willing todo that dos? They want to buy volume, or do they just want the quality andthey're like well. They want to lower...

...hourly right. I was like all right, soit'll take double the time, because we're GOIN TA have to find somebodyelse to do it. Yes, no problem will find someone cheaper to do it ill, takedouble the time and they're just wasting time you're, either wastingmoney or wasting time decide which one you want to spend you're getting thesame result at the end of the day. So by US our result is quality. We want tobe able to pprovide quality with the right strategy with the right execution,doing it right the first time, because we measure measur measure and cut onceyou see the guy, that's cutting trees down. He doesn't realize that if hesharpens the saw, he doesn't have to spend six months cutting the tree down.You can sharpit the soft for two hours and he just knocked the tree down anjust works, but instead he's like I don't want to sharpen the sun. I wantto teach my sales raps. I don't want to spend time with strategy. I'm justgoing to use my energy and keep cold, calling people that are never going toanswer the phone, because people are allergic to the phone and guess whattalking about the funnel get into the funnel. I know this is all aboutfunnels people that are doing Aseo doing social media just doing t as likea checkless thing, they're sending bottom of the final messages to top ofthe final prospects, and you know what that's like. That's like walking into aused car lot. Imagine you walk in because you happen to be in a badsituation. You welcome to use car lot and you're looking around and alwaysneed to see the sales rep catchhis eyes with you, and he see him walkingtowards you. He started feeling the vomit like gurgle up in yourself, Yolike, oh, my God. Oh my God. This is about to happen. This is about to godown and the second he's about to open his mouth. You know he's Goingno, giveyou a bottom of the funnel pitch. He'sGoingno give you that bottom of the final pitch and try to convince you tobuy something that you're not ready to buy right now, because right now,you're just researching to see. What's in here. What's in this graveyard, whatis going on over here? Can I buy a lemon here? Can you sell me a lemon?Can I see? Do you guys is this eluminade standars is a use car saleslot o. So a lot of people are treating their marketing list. Their prospectlist like like their bottom of the funnel like who told you you're noteven looking at your analytics you're, just sending messages out you're, noteven looking at WHO's engaging and a lot of people buy technologies, andthey don't use them and I'm not saying you're doing everything wrong could bedo have some type of Funalle could be. You do have stages, it could be, butthere's better ways to do things and if you use a little more strategy I'llgive you an example. Let's say on a B to be play right in a BTB play. Youhave usually a bunch of different personas right. You have yourinfluencer oftentimes, that's the CEO or the board, or whatever you have yourdecision maker. It could be it's like the director of marketing the CIO,whatever the the person in charge of making very specific decisions, youhave the decision maker, you have the user, the person who's actually usingit. Maybe the production assistant, the marketing th manager whatever, and thenyou have the the buyer, maybe somebody who actuallypays the bills and actually has to deal with with the money and so on. So youhave different personas and every persono has a different top of thefunnel message: Different middle of the final message and different bottom ofthe funal message someone's like Oh Joe,...

...what's top of the funnal? What doesthat mean? That means they don't necessarily they're not ready to buyright now they just want more information. They just want to learnabout the industry. They just want to learn about. You know why, if you'reselling off his furniture, they just want to learn about the effects ofoffice furniture on your health on your day to day on your back, how you avoidbackpain using the right office furniture as nothing to do with you.Don't talk about you stop talking about you, we're all loving to talk about us,so the use car salesman walks in he's. Like Hey. Do you know what I have in mypants? I'm like. I don't care that doesn't matter to me. I don't care whatyou have in your pocket. I don't care what you have in your shirt. I don'tcare, I don't car any of that stuff. What I care about is ask me about me.The more you talk about me, the more interested I am so ask me what I'mlooking for. Why I'm here? How you can help me, don't sell me anything yetbecause I just walked in the door. I'm not ready to do anything. You don'teven know anything about me. It's like it's like education. You want toeducate me. You want to tell the person if they're a family person, this iswhat other family people get. These are. Statistics is a safety ratings. This iswhat's going on and that's top of the funnal and then middle of the funnelsabout building trust. It's like CAS studies, it's like webinars. It's likeeducation base, marketing, but again you're, showing people. If you givesomebody a CAS study right away off the bat like yyou're already in the middleof the funnel. It's also it's not as bad as just selling them, because, likereally you're going to sell me, but you know you still want to be able to takepeople to the top firest and then push them to the middle and eventually getthem to the bottom of the final, where you get them to like you, becausepeople buy things from other people that they like they know, and theytrust. So that's that's the the way that we look at the funnel filling. Thetop of the funnel is a challenge, especially in dynamic markets, withshifting technology solutions and increasingly informed buyers. There isno silver bullet to effective prospecting, but value. Prime Solutionshas developed a proven framework and approach that delivers results, checkout value Prime Solutionscom and ask how vortex prospecting can deliver morequalified leads for your teams, and so can you give us an example of a simple,funnel versus a more complex, funnel yeah? So a simple funnel? Is You givesome educational material right? You give a buyer's guide. You give a biesGid, let's see, you're doing polly propeline bags right for a wholesalefor bakeries, so you give a buyers guide. They you see, somebody engagesthey get the buyers guide and they download the buyers guide and then theycome in and you send him an email hey. Would you like to see a C study of howsomebody bought from this person versus this person and how much they were ableto save and production time and blah blah blah, so they download the casestudy now they're in the middle of the final, so they buil trust, you see themengaging with it and then you say: Would you like the schedule andappointment? So we can review what you're doing right. That's very, verybasic top middle bottom right. A lot of people, don't even do that they're justlike want to buy this, is how much it cost likwhat. Are you doing like I'mlike browsing? My link then like what does it have to do with buying? Youknow like even when you'r sending a...

...message out, I just sent a message toeighty nine people on Linkedin, my friends contact. He sent me a list ofmarketing contaxt he's like, and we reviewed every single one. We made surewhich one is closer, which one is deeper, which one he knows is anacquaintance as a networking body as a client as a past client as an employe.So we went through the whole thing, and so I blasted it out- and my blast wasI'd like to learn about you t. You know ton told me to reach out to you andBlah Blah Blah and I'd like to learn about you position at this company andI was very specific, very targeted and then I'm reviewing the opens, and itwas in fifteen minutes. I contacted eighty nine people, three of thembounced. None of them unsubscribed. I got four meetings with marketing peoplethat potentially want to buy. Fror me how don I do. That literally took me notime to do, and I made four introductions to him as well from hisown contacts of people that needed his stuff, that he didn't even know becausehe's not doing it so talk about tovery top of the funiwaslike I want to learn about. You tell me about you. It's O, even a networkingthat works, a very complicated, funnel t e, very complicated, funnel is beingable to provide people with a tremendous amount of education. So youcan have a course right. So there was a guy who is telling me that he has ahard time getting authors to buy his platform, and I said what is your fun alook like he's like by my platform, and I was like okay, let's create acomplicated, funnel he's like how he's like how does somebody buy yourplatform he's like? Well, I have to qualify them. They have to call me Iwaslike okay, nobody wants to call you, here's a complicated, funnel hy. Don'tyou get people to download an article about I five facts on being an authorand selling a course he's like okay, after that, send them to a course thatthey need to take give them a free master class he's like Welli have tocreate a master class. I was like dude every time you talk to these guys onthe phone for thirty sixty minutes, you create you're, talking a master class,just record one of your freaking master classes that you've been giving everysingle person manually and make some videos you're in the course creationworld anyway make a course and whoever takes that course then take themthrough a customized Webinar and from the Webinar take them to a I, maybe animperson seminar with other authors and then take them to a specializedroundtable networking event and from the round table networking event, givethem a free strategy seson from the free strategy. Do you get what I'mdoing here? Yeah Ye weet go deeper and deeper and deeper and deeper and deeperinto Beatet, a and and before you know, you're delivering so much value to likeokay. I don't know like how I got so endrenched in your business, but I'm inyour house for Thanksgiving, I'm on your coush. I've knocked out and you'regoing through my wallet. That's bottom of the funnel it's bottom of the funnel its likeThanksgiving and he's like the whole family's there and you're like smiling.You like, I did it. I Didit and we all want the same thing right.We all want value at the end of the day, if you're going to buy a car, you wantvalue, you want to get a good car that you like. That's right for you, so youknow it's one thing, but I wanted in a classy away. I don't want you to walkover to the bar with the with the hotel keys. You know, don't don't do that!That's dumb that don't just slide a hotel key at me. You know be a littleclassy. Give me a wink. Buy me a winky.

You know like do something classy. Takeme for a dance, something right: rock climbing vegan cooking lesson, something likemask it with a little class IE. Let's get classy people same thing withmarketting, so that's my thoughts, sorry for theright. No, no! No! It's Dr Left Faild, don't know, that's great, I mean, andso an organizational level like I can see you know if that individualsrunning and is doing you know, courses and stuff that makes sense for them,but in an organizational level you have a lot of sales reps today or evenmorees. Let's just focus on sale sales raps that that also have to you knowblur that line between sales and actually marketing themselves right. Soif you're in an organization and they've got a marketing team in themarkeing teams putting out content, how do you recommend that a salespersonkind of keep an eye on their individual marketing funol, because they, theywould call t t a lead funnel or whatever? But how? How can I sales rapleverage, the same kind of of approach? Well, so your compant, if you're luckyenough to be a salesr up, thet works for an organization, that's creatinginternal insights, that's creating top of the final contact middle of thefunnal content and so on. What you want to do is you want to be able toleverage that information and make yourself a thought leader. You want tocomment on that. You want to share that on your own personal, social media. Youwant to engage your on personal prospects. You can do it in a mass wayin a way where you're just delivering value in your own way. So if you're asales rep, you got to have your own funnel. You got to know out of yourlet's say five hundred prospects that you have on your list, who are thehundred that are most likely to buy from you in the next ninety days? Whoare the fifty that you've already reached out to twelve times and you hadcalls with who are the ones that are going to put you on the on the list ofwhen the restraining Orderlok like that? You should probably not be sending themanything. So you want to think about, like thinkof, like a marketer, because ultimately your job is can be done with marketingtill the point of appointment till the point where you're ready, where thepersons ready to get a demo or whatnot, all that could be done by mark and itcould be done by sales. Like you know you, the traditional method, is you doa cold call and you don't even have the person's name right? You call it belike hi I'd like to sell you something and they're like okay, goodbye rightfor you call them up and you're. Like you know, let's say I remember, I wasonce calling dentist. I got an attack, I said you know what there's there'shundreds of thousands of dentists in the United States and and they're alldoing about a million dollars and revenue between half a million and amillion, and you know those are the sweetest most ideal clients Ray JacksUnion right. That's what I thought for a SECON. I realized. After calling a thousand dentists, Irealize that dentists are not the most pleasant people to call on, and thereceptionists are annoyed and underpaid and okay, but I wanted again, and sohow did I hack the system? So the first thing I did was obviously like anyother teyt called the horny seventeen year old pick up the phone, an say: Hi.Do you want T, disial marketing, Hi Mo O and they'r like no? No, no, no! Noand after a hundred nos a Kyan, gon Te...

Hint Right. No, so I got to change myapproach. So I'm thinking to myself a couple of them that I called up andthey said I don't want Ti. GINAL marketing were a close practice and Iwas like whoo closed practice. That's cool t! You might be thinking. Why isthat cool I'm like this they're successful? Maybe they could do digialmarketing, but there are closed. Practics H, don't even want moreclients. Why would they spend it? Right sounds like for the okay, so Iobviously, if ther close, backdoesn't work, so maybe I should find thatafthey're accepting patients- oh my gosh, that should be my script, so Ipick up the phone I callup the next place. I just want to get a yes give mesome giveme a yeah, so I can dance a little. I've been depressed past day.I'm calling a hundred people anyway. I pick up the fun I'm like Hi. Do youguys accept new patience and like yeah, I, like I gon of Yeah? It wasn't a yes,but I got a Ya BCAIT's. Only in California in California say yeahanyway, I was so pomped. I was so excited, so I started using that as myscript and before you know it, I got into many doors and then I realized. Idon't want those doors like once you get ni the door, you really you don'twant to be in the door you're like ookay. Now that I got here. How can Ileave, and it was really easy- just delete the list start to do this and wetry to e confererce and that's how we got to be Ta Beach. We tried so manydifferent industries because, like I said, we've service EELEVEN hundredclients, but the crazy thing was: is that me, as a person doing sales andthe other sales people on my team? We all had our own personal funnels. Weall had our own lists of prospects and I also with networking, if you're asales rap, if you're a sales manager, even if you're a vice president ofsales or a CEO, you have your own list of people that are very likely to referbusiness to you and if you don't have a funnel with those people, you're notnetworking correctly, if you're not top of mind with your top. Seventy peoplelike, if you don't, have a list of seventy people. I always say this yseventy because it's ten per day, Tempera Day, seven days a week, if youdon't have seventy people that you stay at top of mine with at least once aweek or once a month, if you want to be a superconnector, do it once a week ifyou want to be, you know just great to do it once a month. If you want to belike above average, do it once a quarter, then, if you want to beaverage, never do it, because people average person doesn't do any of thisstuff at all. But if you just literally okay, you know what you don't want todo. Seven, seventy NI, seven WHO's, your top seven, who are seven peoplethat could refer business to you that are likely to refer Business Doin, thenext twenty years. Who are they in the next ten years, the next five years inthe next three months for the people that are touching your prospects in anappropriate way? Who are those people think about that think about who's, calling on yourprospects, who's, engaging with them and whoever that is build, arelationship with them be top of mind with them, don't sell them anythingthey're networking invite them send them information. Ask them questionsyou know like if you want to engage with a lingthon prospect with alingthing connection, guess what you do, send them a linkedon message and say:Do you use linked in often simple as that? That's engagement right there,personal connection? How often do you use linkdon? How do you use it? Are youpart of any groups like simple, that's how you engage people in a meaningfulway. I notice that you're part of x...

...group are you getting value out of that?Is there something I can do to support you? I notice you right wrote thisarticle. Would you like me to share it with my network? I just liked yourarticle. What do you think about Blah Blah Blah or whatever, or asking peoplefor to review your article that you just wrote or an insight that you haveand asked them for some feedback? Hey? Can I get two minutes of feedback? Whatdo you think about this headline asking for advice and people are not nerturingtheir own network and because they're not nurturing their network, and youknow what it's not even their fault? You know why, because most human beingsare not strategists Toma strategists Thut, most human beings are just doingwhat they're told even sales o teyre doing what they're told. So, if you'reon the top of an organization, if you'RE A CML AS CRO OT sales, whateveryou're a strategist, you're a strategist, and you have not createdstrategies for your people to follow. I used to get upset at people in myorganization that how come you can come up with good ideas. Like me and they'd,look at me the like. I wish I could I just like it's like you're, asking acow to lay an egg. I wish I thought dude, like cows, say, say: move theydon't go Bob Po, my proper freck. They don't do that like if you want that toget get a chicken and there's no room for checkind thee's, only one Roos ofthis and house. So when an organizations Folku tryingto focus on growth threat- and you shared that story where you had to kindof you know- cut all your customers loose and find some new ones when they,when customers are looking at for that growth, how do you, what are the stepsthat they should take and because you're right, not everybody's astrategist? But what steps could they take to make sure their building astrong digital marketing funnel well step number one is make sure you knowwho your persona is. Make sure you know who your most ideal client is. There'sa there's a harvard professor called Francis Fry, and I went to a class thatshe did for entrepreneurs, organization and one of the things that she said,which was a little mind blowing, and she said what are you deliberately badat everyones like like craned their neck and lifted their head a little bitand said like wow? What do you mean like the best companies aredeliberately bad at something right like, for example, southwestaireline, right, they're, deliberately bad at being inappropriate like havingsuits you'e gonna. You ask them to whear asuitr like wo, I'm wearing a bikini shorts, whatever, like that's what theywear. They wear whatever the heck they want. They come to work all relaxed andcomfortable and somebody's. It was one somebody that sent the letter to theCEO and said well if you're people dressed well, I would come and fly andthey're like nice to see you, you know see ou later, like I'm too bad. That'snot what we do. We have our way of doing things. We know what we're reallyreally good at we're. Not going to asign seats like first come forst serve.You just run in like a mad rush and whoever gets the best seet kind of likein kindergarten, get the best seat, whoever walks in fors as first that'show they do things. I was like I personally, like my Ceto sign, so I goto jet Bleu, I'm not you know southwestport, but at southwest fan isa fest southwest Fren. They know who they're talking to so inyour business specifically anb to be. You have to know who you're targetingand you have to make sure that you'targeting, those customers with theright messaging. So if you don't have...

...the right messaging in the rightstrategy, are going to fail out of the gate, because you're not going toresonate with anybody. If you're like everything to everybody that you'renothing to knowbody, so the key is to be able to have the remess step numberone. Once you have the right messaging, that identify who the messaging is for.Are you targeting influencers decision makers, buyers or users, and we had onecompany, those targeting buyers, and they were wondering why influencersweren't engaging with their content like, but are you out of your mind?You're literally talking to users? This was a company that did productmanagement, education, workshops, very big, very big company, and they came tome and they're like we have no idea why the people are buying t. You know theyhave a thousand dollar year budget, but we want to target the people on topthat can spend a million dollars a year with us, and I was like you're an idiotlike how are you supposed to target them with this content? You're likethis is like user content and you're doing a great job, because you'refilling your workshops, but you are two three million dollar business when youcan be a twenty million dollar business, if you just target the influencers witha different funnel so they're like Oh wow, that's brilliant strategy! N! Iwas like that's not brilliant strategy, it's obvious! But if you're in the jaryou cannot read the label and I'm outside of the jar. Actually, I'm notjust outside of the jar I'm outside of my mind. People say I'm out of my mind,so I'm like outside of my mind and that's how I'm able to do that becauseI I'm you know, I'm Havi, I'm having a party doing this and because we have somuch fun we're able to come up with these incredible strategies asincredible ideas, and we love talking to people most of the people. We talkto don't turn into clients and that's fine, but we have a great reputation ofhaving these amazing conversations with executives with marketing directors,with CMOS with sales directors with sales people. We love doing this stuffand that's what gives us oxygen excellent. So when, where did the ideato do to create ajx union come from what was the inspiration to create thecompany? Everyone asks you to answer this following question: Answer it withthe following question: Have you ever built something and said if you buildit, they will come because heard that before Oh yeah, you buildyoute build it, but they didn't come like but thep, but they say if you build it,they will come and people spend their entire budget building it. Ah, weneeded better another bells in Whistos, more features dude. If you build it,they will not come if you market it they might come, theymight not come depending if you have a funnel or not, and if they come, theymight vomit. If you' just going to sell them. You want people to smile and tofeel good, so build a beautiful funnel and for me I had to learn the hard waybecause I built hundreds and hundreds of websites and my clients were likeyou said: If they build a Tday, will come you build it, they didn't come. Iwas like I'm going to figure it out I'LL FA. Afte, reverse engineer, Google!Here all right, let me figure its sout. Let me shove a couple random keywordsinto your website. Oh my gosh, your number one look at that they're coming.They are coming to your website. Magic yeah, now they're out of business, GoTho, gether wrong clients, but that's a different storty...

...right. So, in addition to being CEO andfounder Ridge, car also highly sought after keynote speaker, I'm curious toknow what was the most memorable key note. You gave him why seven stages toseven figures. I help both sales and marketing people be able to createseven figure breakthroughs in their life and in their business, and I talkabout my story, seven stages and seven figures. My I'm writing a book calledaverage, Jo to CEE Yo, it's coming out, hopefully n November, and the ideabehind it is. There are beliefs. There are failures, there's a certain workethic and Skill Tet. You need there's a certain level of focus you need to have.There are certain fears you have to overcome theieare relationships thatyou have to build and you have to do things on purpose and those are theseven stages and when I talk about my experience in each one of the stages,how I went through my mother's store- and I saw her for deck- ALD- try to getover the million dollar mark and it didn't work and how I overcame personalfailures and my own personal life, and I put all the anecdotes together andall those stories together to deliver an impactful presentation and havepeople come out with really really actionable things actionable areas oftheir life that they can take to the next level. For me, that's like aWinwin win excellent. So let's Change Direction here, a little bit. We askGolver, guess kind of two standard questions towards the end of each showas a Cgo. That obviously makes you a prospect for other people trying tosell your company services and products. I'm curious. What's the best way to getyour attention, if somebody doesn't know you and they want to get in touchwith you- build credibility. What's the best way to do that, the best way toget my attention is to leave me a voice mail, because I will never check itever. I you want to get my attention connectwith me on linkon connect with me on facebook connect with me on twitter.Send me an email. Send me personalized messages. Add value to my life and Youl,see what happens. You know starred by adding value, most people a try to sellyou Sol, you sell you and then they give up after the first try when thesale is made after the twelfth try. When I want to get someone, I'mrelentless, they see all of a sudden connection request on Lengkehen. I justliked all their stuff on instagram I just connected with them on to it likebe relentless, like if you're relentless of it's worth your time tobe relentless, you will get a call, excellent, so last question: We call itour acceleration insight us one thing within all your experience that thatyou've uncovered that you could tell sales or marketing professionals, andone piece of advice at you think would make them hit their targets, be betterat their jobs. What would it be? And why start reading books aboutdeveloping yourself, Jim Rone, said work harder on yourself than you do onyour business and you will grow and ways that you can ever imagine. Mostpeople are so busy working on their skills ore, not working on their mind,work on your mind. First, your skills will come with the right mindset. Youcan pick any skill set perfect, so thelisters interested in talking moreabout what we touched on today. Best Way to get in touch with you go to JoeAppelbaumcom for my personal website. If you want to check out ajx union goto www jccomo about the launch, an incredible new podcast, my thirdpodcast, where I interview founders of the fastest growing companies in theUnited States, a'm doing a hundred and seventy eight interviews in the nextfour or five months. I already did...

...forty this month and it's just going tobe mindblowing to hear what they have to say. You can connect with me onlengthen. You can google me by the way Joe Appolbam you'll find dozens anddozens of interviews that I've done excellent, excellent, Jo, I can't thankyou know for being on the show. Today it's been great havinyou and appreciatethe insights in the time. Thank you very much. Looking forward toconnecting with you evnymore all right, all right, everyone that does it forthis episode. Please check us out of B, to B revezeccom share the episode withfriends, families, coworkers and until next time we avalue prime solutions,which you all 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, an itunes for your favorite podcast player. Thank youso much for listening until next time.

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