The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 4 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 B Tob Revenue Executive Experience, we're going to be talking about the betb digital marketing funnel. What is it, how do you optimize it and how can sales professionals use it to engage with customers in a way that increases there are chances to buy. You're listening to the BB revenue executive experience, a podcast dedicated to helping the 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, I'm your host, Chad Sanderson, and today we're going to be talking about the betb digital marketing funnel. There's a lot of talk going on about how do people understand value from the perspective of the buyer, how to how to new companies engage with perspective clients and ways that provide them value, not necessarily just show the value you think you have, and there are ways that it's can be done effectively. We spend a lot of time with our clients talking about concepts like the sphere of influence, the vortex fear of engagement. These are models that allow sales and marketing professionals to engage in a way that delivers value first and then moves people into a qualified prospect. Today we're going to be speaking with Joe Apple Fam he's the CEO of Ajax Union. then. He has a very unique perspectives on what is a be to be digital mark getting funnel. What's the optimal set up for it? How do you structure it in a way that allows you to engage in a value based relationship, and how do you even segment that top of the funnel into more finite steps that people can go through? It's a great conversation with Joe. I'm really glad he spent some time with us. Keep an eye out here. Has A book coming out in the next few months called seven stages to seven figures. It's his kind of story of how he grew age actual union and became a very sought after keynote speaker. But for those that are listening today, there's some definite takeaways in here that I think you'll find extremely valuable and without further ado, let's jump into the interview with Joe. Joe, thank you for taking the time to be on the show today. Oh, thank you for having me. So, before we jump into the topic of the day, we like to start with a question to provide insights into you for our audience. We like to ask our guests, you know, if you think back over your career, was there a pivotal moment or something that happened that you go back to and learn lessons from over and over kind of what was that moment and what lessons did you take away from it? So for me, it's the moment I realize that I had to get rid of basically almost all my clients in order for me to be able to run a successful company. So we started about eight years ago and our goal was to service all businesses. Right like you know, you start a business, you're like, how can I get to a million and revenue? I can I get to to a million, I gotta get the four million. So we hitting five hundred and two thousand and twelve and we're growing and everything's great, and then it's point. We start churning clients. We start adding fifteen, losing fifty and in fifteen, losing fifteen. We serviced...

...over one hundred companies and we're like, something's wrong. So I started researching all the agencies to figure out what they're doing different and they're like, they're not servicing hundreds, they're servicing dozens, and so I realized that not every client is created equal and if I wanted to grow in quality and Bune profit and my revenue and my team and everything, I had to change my client base because predominantly most of my clients were under a million revenue and we were signing them up quickly, but they were also going out of business quickly, because that's a companies do. Most companies go to business in the first three years, more go on than the first five and almost all them, over ninety six or scent, go out of business in the ten years. So we had to do something differently very quickly. 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 Dudo Duodo energy without strategies useless. Excellent, excellent. Now for our listeners, could you give a little more context around Ajax Union and you roll there? Yeah, Ajax Union is a B to be digital marketing agency. My roles a CEO, chief energy officer. My goal is to energize everyone and to coach people here and to find clients and find more employees and create a culture of winners, a culture of a's in communication, amazing employees, amazing synergy. What we do is we help companies generate leads, nurture those leads and the top of the funnel to the bottom line. Our goals to help you find the right customers, just like we found the right customers, just like we aligned ourselves. We do that for our clients now. We had to really reinvent ourselves over the past two years and reinvent our clients, reinvent our offering and align ourselves with being a premiere be to be digital marketing agency, doing everything from accountbase marketing to brand communication to website management, whatever you need is to do, will be there for you. Excellent. Today we want to talk about the the B to be digital marketing funnel. Now, having a marketing background in sales, I think I understand how you're using that phrase, but for our audience I would love you could just kind of put some context around that. So a lot of people are doing social media you heard of somebody doing social media. That's doing they're doing see. I'm like, Dude, how's that working out for you? And Yeah, what, we're doing it, or just do what do you mean? You're doing it? I would, you would just we're doing finding the keywords. Were shoving them into the website and I'm like why you use pad that keyword? Why do you shove that keyword into the website? Because we want more we want more traffic. Like, why do you want more traffic? I want more traffic because we want to make money. Like, you're going to lose money. You get the wrong traffic, you lose money. Get the wrong people in the door, you lose money. You lose money every time. And if you make money, only make money short term. Somebody's like would joe, what's the difference between the beat to be marketing funnel and the B Toc Marketing Funnel? I said BTC is transactional for the most part. Yes, you could have a relationship aspect, but most B TOC companies...

...are. You walk into the cleaners, you buy that, you you clean the shirt, you leave, you have a good day. Well, so who's next? Next, you know the the next like waiting on like like next, you want to fry chicken necks. Get out next. WHO's next? So with be to be it's very different. It's very, very different because you're relying on clients that hopefully are going to be residual income for you. You're going to have to build a relationship. You're buying cycle. You'r the time to close a client from when you get a lead till you nurture the lead till they have a need, until they turn into a client and hopefully stay a client and refer business and keep buying from you over and over and over. Is a long term play. It's not something you just do. So if you just do and get the wrong client based on low being the lowest cost provider and you just get in the door and you're like next, who's Knacks, and you just have a body shop, you know, in and out, in and out, in and out, a laundromat, in and out, and now you're not going to be able to tap into the depth that you can tap into with dealing with the types of companies that are going to be able to provide for your company long term. So, when it comes to marketing funnel, it's either I get a customer, they buy from me, they leave, they never buy from me again, or I get a random customer, or you identify who the most ideal company is. Right, also called a SONA, an Avatar. You craft a value proposition that aligns with their specific values. Right, what they value, what they care about, where they're specific needs. You find the problem that you're going to solve that they really appreciate. Not Everybody cares about saving money, not everybody cares about the highest quality. Not Everybody 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 between the fanciest furniture store in your neighborhood and Ikea. Right, Ikea, like I asked. I yeah, I like. HOW FAR IS IKEA? Oh, Ikea. Ikea goes where no buses go, no trains go. Like, if you want to go to Ikea, you literally have to go on a road trip. We are going to Ikea today and you get in your car and you drive to the end of the world and when you get there, you ask look for the signs for Ikea. That's where Ike is. But Ikea you literally buy furniture that's so cheap, like you can find cheaper furniture anywhere else. Right, that's what they are. They're cheap and build it yourself. So what if it takes eight years to build your furniture? It's fun. So what if, by the time you finish building it, you got to put it down to the trash? It's fun. Some people say just build it outside the house, you know, to take it back out. You know, I just build it out. Let the guy restrict this take it. But the bottom line is they build a huge business based on that value proposition of we're not the most convenient, we're not the highest quality, but guess what, where the guard darn cheapest and funkiest furniture you'll find...

...anywhere. And that's opposition. And so with that's a big challenge right that we see tod it. We don't, especially the sales guys, would be to be they don't have that default to to talk to and understand from a buyer's perspective what a buyer finds valuable. Now, at the organizational level, are their signs that an organization, I. Cemo, could look around or cerro could look around and say, Hey, we're not paying attention to the funnel or the signs that they would see. You know that they're not doing or optimizing their funnel. Well. Step number one is churn. What's your churn rate? If you're losing clients, if clients are coming in one side going out the other side like they were by us, then you're obviously not you're not focused. You're not focused on your value proposition. Also, take a look at your top twenty percent of your clients. I mean there's the eighty twenty. Were Right, twenty percent of your clients, so which is eighty percent of your revenue and twenty percent of your bad clients, of which is eighty percent of your headaches. To think about. Think about think abouut where your headaches are. Think about where you're we're feeling good, where you're loving it. Think about what's going on. And most people are not making that calculation. They most people are the more and more and more people and the more and more and more people just want more. And then when they get more, they want more of more and they don't care about the quality, they care about the quantity and they want more and more and more and more sales, more and more calls, more, more sales. I don't care who you're going to call. If it moves, by it, if it moves get it. As a client. Everyone's a client and there are some companies that are like that and they have to grow by acquisition if they're like that, and it becomes very hard to be able to acquire the right customers and of acquiring the right companies that are acquiring the right customers, because those are the most profitable companies. So a sign is churn. Another sign is you don't have a you have a confused sales reps that are failing. If your sales reps, if you take a look at your sales up to you have ten, fifteen, twenty, three, thousand, fifty, a hundred sales reps and only ten of them are doing it. And there are cowboys. They're like the ones that are you know, they don't fit into the culture and they're just doing it. And you don't have systems and processes and you don't have the way, the best way, where you can literally put anyone that has a good a good enough personality, that fits your brand, that can just follow your process. It's because you don't have things aligned. Then you're just looking for the cowboys that are not scalable. You're just looking for the it's not going to work. So if it doesn't, you don't have systems and scalable systems, it's because you don't have this value proposition, you don't have this ideal customer base, and if your customers are leaving, it's because they don't align with you. If you're the have to be the lowest cost provider. If your sales ups are complaining or too expensive, your sales reps should not be complaining were too expensive. Somebody just came over to me and said one of our clients wants to want us to justify the hourly rate. I was like, first of all, we don't have an hourly rate. We deliver results, and so they're like yeah, but we told its client our internal hourly right that. I was like, all right, great. What what do they want? Do they want to discount on the hourly? Right, okay, so well, if they en x what they're spending with us, we're happy to give them a discount. Are they willing to do that? Do they want to buy volume or do they just want the quality? And they're like, well, they want to lower hourly.

Right. I was like, all right, so it'll take double the time because we're gonna have to find somebody else to do it. Yes, no problem, will find someone cheaper to do it'll take double the time and they're just wasting time. You're either wasting money you're wasting time. Decide which one you want to spend. You're getting the same result at the end of the day. So by us, our result is quality. We want to be able to provide quality with the right strategy, with the right execution, doing it right the first time, because we measure, measure, measure and cut once. You see the guy that's cutting trees down. He doesn't realize that if he sharpens the saw, he doesn't have to spend six months cutting the tree down. You can sharpen the soft for two hours and he just knocked the tree down. It just works. But instead he's like, I don't want to sharpen the on, I want to teach my sales wraps. I don't want to spend time with strategy. I'm just going to use my energy and keep cold calling people that are never going to answer the phone because people are allergic to the phone. And guess what, talking about the funnel. We'll get into the funnel. I know this is all about funnels. People that are doing Seo, doing social media, just doing it as like a checklist thing. They're sending bottom of the funnel messages to top of the funnel prospects, and you know what that's like. That's like walking into a used car lot. Imagine you walk in because you happen to be in a bad situation. You walk into a use car lot and you're looking around and always you see the sales were catches his eyes with you and he see him walking towards you. He started feeling the vomit like gurgle up in yourself and you're like, Oh my God, Oh my God, this is about to happen, this is about to go down, and the second is about to open his mouth. You know he's going to give you a bottom of the funnel pitch. He's gonna give you that bottom of the final pitch and try to convince you to buy 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 grave yard, what is going on over here? Can I buy a lemon here? Can you sell me a lemon. Can I see? Do you guys? Is this eliminate standards, is to use car sales lot. So so a lot of people are treating their marketing list, their prospect list, like like their bottom of the funnel, like who told you? You're not even looking at your ownalytics. You're just sending messages out. You're not even looking at WHO's engaging and a lot of people buy technologies and they don't use them. And I'm not saying you're doing everything wrong. Could be you do have some type of funnel. You could be you do have stages. It could be, but there's better ways to do things and if you use a little more strategy. I'll give you an example. Let's say on a B tob play, right and a bb play, you have usually a bunch of different personas. Right, you have your influencer, oftentimes that's the CEO or the board or whatever. You have your decision maker. It could be it's like the director of marketing, the CIO, whatever, the person in charge of making very specific decisions. You have the decisionmaker, you have the user, the person who's actually using it, maybe the production assistant, the marketing the manager whatever. And then you have the the the buyer, maybe somebody who actually pays the bills and actually has to deal with with the money and so on. So you have different personas and every persona has a different top of the funnel message, different middle of the funnel message and different bottom of the funnel message. Someone's like, Oh, Joe, what's top of the...

...funnel? What does that mean? That means they don't necessarily they're not ready to buy right now. They just want more information. They just want to learn about the industry. They just want to learn about you. Know why? If you're selling office furniture, they just want to learn about the effects of office furniture on your health, on your day to day on your back. How you avoid back pain using the right office furniture. Has 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 my pants? I'm like, I don't care, that doesn't matter to me. I don't care what you have in your pocket. I don't care what you have in your shirt, I don't care. I don't care any of that stuff. What I care about is ask me about me. The more you talk about me, the more interest that I am. So ask me what I'm looking for, why I'm here, how you can help me. Don't sell me anything yet, because I just walked in the door. I'm not ready to do anything. You don't even know anything about me. It's like it's like education. You want to educate me, you want to tell the person. If there are a family person, this is what other family people get, these are statistics, is a safety ratings, this is what's going on, and that's top of the funnel. And then middle of the funnels about building trust. It's like case studies, it's like Webinars, it's like education, base marketing. But again, you're showing people if you give somebody a case study right away, up the bat, like you're ready in the middle of the funnel. It's also it's not as bad as just selling them because, like, really, you're going to sell me, but you know, you still want to be able to take people to the top first and then push them to the middle and eventually get them to the bottom of the funnel where you get them to like you, because people buy things from other people that they like, they know and they trust. So that's that's the way that we look at the funnel. Filling the top of the funnel is a challenge, especially in dynamic markets with shifting technology, solutions and increasingly informed buyers. There is no silver bullet to effective prospecting, but value prime solutions has developed a proven framework and approach the delivers results. CHECK OUT VALUE PRIME SOLUTIONSCOM and ask how vortex prospecting can deliver more qualified leads for your teens and so can you give us an example of a simple funnel versus a more complex funnel? Yeah, so a simple funnel is you give some educational material, right, you give a buyers guide, you give a buyers God, let's say you're doing polypropylene bags, right, for for a wholesale for bakeries. So you give a buyers guide, they see, somebody engages, they get the buyers guide and they download the buyers guide and then they come in and you send them an email. Hey, would you like to see a case study of how somebody bought from this person versus this person and how much they were able to save and production time and Blah Blah Blah. So they download the case study. Now they're in the middle of the funnel. So they build trust, you see them engaging with it and then you say, would you like to schedule appointment so we can review what you're doing? Right, that's very, very basic, top, middle bottom, right. A lot of people don't even do that. They're just like want to buy, this is how much it cost. Like what are you doing? Like I'm like browsing my Linkedin, like what does it have to do with buying? You know, like even when you're sending a message out. I just sent a message to...

...eighty nine people on Linkedin, my friends contacts. He sent me a list of marketing contacts he's like and we reviewed every single one. We made sure which one is closer, which one is deeper, which one he knows as an acquaintance, as a networking buddy, as a client, as a past client, as an employee. So we went through the whole thing and so I blasted it out and my blast was, I'd like to learn about you, to you know, Tom told me to reach out to you and blah, Blah Blah, and I'd like to learn about you position at this company, and I was very specific, very targeted, and then I'm reviewing the opens and I it was in fifteen minutes. I contacted eighty nine people. Three of them bounced, none of them unsubscribed. I got four meetings with marketing people that potentially want to buy from me. How did I do that? A literally took me no time to do and I made for introductions to him as well from his own contacts of people that needed his stuff that he didn't even know because he's not doing it. So talk about to very top of the funnels, like I want to learn about you, tell me about you. So even a networking that works a very complicated funnel. The very complicated funnel is being able to provide people with a tremendous amount of education so you can have a course, right. So there was a guy who was telling me that he's has a hard time getting authors to buy his platform and I said, what is your funnel look like? He's like buy my platform and I was like, okay, let's create a complicated funnel. He's like how? He's like how to somebody buy your platform? He's like, well, I have to qualify them, they have to call me. I was like, okay, nobody wants to call you. Here's a complicated funnel. Why don't you get people to download an article about if five facts and being an author and selling? Of course. He's like, okay, after that, send them to a course that they need to take. Give them a free master class. He's like, walk to create a Master Class House. Like, Dude, every time you talk to these guys on the phone for thirty, sixty minutes, you create, you're talking, a masterclass. Just record one of your freaking master classes that you've been giving every single person manually and make some videos. You're in the course creation world. Anyway. Make a course and whoever takes that course, then take them through a customized Webinar and from the Webinar take them to a maybe an in person seminar with other authors, and then take them to a specialized round table networking event and from the round table networking event, give them a free strategy session from the Free Strategy. Do you get what I'm doing here? Get it wet, go deeper and deeper and deeper and deeper and deeper into beatenes and and and before you know you delivering so much value. They're like, okay, I don't know, like how I got so and drenched in your business, but I'm in your house for Thanksgiving, I'm on your couch up, knocked out and you're going through my wallet. That bottom of the funnel. It's a bottom of the fun I like Thanksgiving and he's like the whole family is there and you're like smiling, like I did it, I did it. 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 want value. You want to get a good car that you liked. That's right for you. So, you know, it's one thing, but I wanted in a classy way. I don't want you to walk over 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 little classy. Give me a wink. Buy me a Winky,...

...you know, like do something classy. Will take me for a dance, something right, rock climbing, Vegan cooking lesson, something like. Mask it with a little class. Yeah, let's get classy people. Same thing with marketing. So that's my thoughts. Sorry for the right no, no, that's left field. Yeah, I know, that's great. I mean. And so in an organizational level, like I can see, you know, if that individuals running and is doing, you know, courses and stuff that makes sense for them. But an organizational level you have a lot of sales reps today, or even markets. Let's just focus on sales. Sales Reps that that also have to, you know, Blur that line between sales and actually marketing themselves. Right. So, if you're in an organization and you they've got a marketing team, in the marketing teams putting out content, how do you recommend that a salesperson can keep an eye on their individual marketing funnel, because they they would call it a lead funnel or whatever. But how how can a sales rep leverage the same kind of of approach? Well, so if your company, if you're lucky enough to be a sales or up there, works for an organization that's creating internal insights, that's creating top of the final content, middle of the funnel content and so on. Well, you want to do is you want to be able to leverage that information and make yourself a thought leader. You want to comment on that, you want to share that on your own personal social media. You want to engage your own personal prospects, you can do it in a mass way, in a way where you're just delivering value in your own way. So if you're a sales rep, you got to have your own funnel. You got to know it out of your let's say five hundred prospects that you have on your list, who are the hundred that are most likely to buy from you in the next ninety days? Who are the fifty that you've already reached out to twelve times and you had calls with? Who are the ones that are going to put you on the on the list of the restraining order lists, like you should probably not be sending them anything. So you want to think about like, think of like a marketer, because ultimately your job is in can be done with marketing till the point of appointment, till the point where you're ready, where the person is ready to get a demo or whatnot? All that could be done by market it could be done by sales like you know, you the traditional method is you do a cold call and you don't even have the person's name right. You call up be like hi, I'd like to sell you something, and they're like okay, goodbye, right, or you call them up and you're like, you know, let's say, I remember I was once calling dentists. I got an attack. I said, you know what, there's there's hundreds of thousands of dentists in the United States and and they're all doing about a million dollars in revenue, between half a million and a million. And you know, those are the sweetest, most ideal clients for Rajacks Union. Right, that's what I thought for a second. I realized, after calling a thousand dentists, I realized that dentists are not the most pleasant people to call on and and the receptionists are annoyed and underpaid. And okay, but I want it again. And so how that I hack the system. So the first thing I did was obviously like any other. They say it called the horny seventeen year old. Pick up the phone, say how do you want digital marketing, high run and the like. No, no, no, no, no, and after a hundred knows, I can't got the hint right. No, so I got to...

...change my approach. So I'm thinking to myself. A couple of them that I called up and they said, I don't want digital marketing were a closed practice and I was like who closed practice? That's cool. You might be thinking, why is that cool? I'm like because they're successful. Maybe they could use digital marketing. But there are close practice. They even want more clients. Why would they spend it? Right? It sounds like for the okay. So obviously if they're closed practice and works, so maybe I should find that after accepting patients. Oh my gosh, that should be my script. So I pick up the phone. I called the next place. I just want to get a yes, give me something, give me a yeah so I can dance a little. I've been depressed past day. I'm calling a hundred people. Anyway, I pick up a pun I'm like hi, do you guys accept new patients? And like yeah, not, like I gotta Yeah. It wasn't a yes, but I got a Yah because it's pinky California and California say yeah. Anyway, I was so pumped, I was so excited. So I started using that as my script and before you know it, I got into many doors and then I realize I don't want those doors. Like once you get in the door, you really you don't want to be in the door. You're like, O Kay, now that I got here, how can I leave? And it was really easy. Just delete the list, start to do list and we tried to eat conference and that's how we got to be to beach. We tried so many different industries because, like I said, we've service one hundred clients. But the crazy thing was is that me, as a person doing sales, and the other sales people on my team, we all had our own personal funnels. We all had our own list of prospects, and I also with networking. If you're a sales rep, if you're a sales manager, even if you're a vice president of sales or a CEO, you have your own list of people that are very likely to refer business to you, and if you don't have a funnel with those people, you're not networking correctly if you're not top of mine with your top seventy people. Like if you don't have a list of seventy people. I always say this. Why Seventy? Because it's ten per day, temper day, seven days a week. If you don't have seventy people that you stay on top of mine with at least once a week or once a month, if you want to be a super connector to do it once a week. If you want to be, you know, just great, to do it once a month. If you want to be like above average, do it once a quarter. And if you want to be average, never do it, because people, average person doesn't do any of this stuff at all. But if you just literally, okay, you know what, you don't want to do, seven, seventy make seven. Who's your top seven? Who are seven people that could refer business to you, that are likely to refer business to in the next twenty years? Who are they on the next ten years, the next five years, in the next three months? Who are the people that are touching your prospects in an appropriate way? Who are those people? Think about that, think about WHO's calling on your prospects, who's engaging with them, and whoever that is, build a relationship with them. Be Top of mine with them. Don't sell them anything their networking, invite them, send them information, ask them questions, you know, like if you want to engage with a linkedin prospect, with a linkedin connection, guess what you do? Send them a linkedin message and say do you use linkedin? Often, simple as that. That's engagement right there, personal connection how often do you use linkedin? How do you use it? Are you part of any groups like simple? That's how you engage people in a meaningful way. I noticed that you're part of x group.

Are you're getting value out of that? Is there something I can do to support you? I noticed you write. wrote this article. Would you like me to share it with my network? I just liked your article. What do you think about Blah, Blah Blah or whatever, or asking people for to review your article that you just wrote or an insight that you have and ask them for some feedback? Hey, can I get two minutes of feedback? What do you think about this headline asking for advice and people are not nurturing their own network? And because they're not nurturing their network, and you know what, it's not even their fault. You know why? Because most human beings are not strategists. Thomas Strategists, but most human beings are just doing what they're told. Even sales up start doing what they're told. So if you're on the top of an organization, if you're a CMO, a crow, a sales whatever, you're a strategist. You're a strategist and you have not created strategies for your people to follow. I used to get upset at people in my organization that how come you can't come up with good ideas like me, and they look at me that like I wish I could. I just like it's like you're asking a countly an egg. I wish I could, dude, like cows say, say move, they don't go Bar Papa, they don't do that. Like if you want that fleet, get get a chicken and there's no room for chicken. Is only one roost this enthouse. So when an organization's folk trying to focus on growth rate, and you you shared that story where you had to kind of, 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 steps that they should take? And because you're right, not everybody's a strategist, but what steps could they take to make sure they're building a strong digital marketing funnel? Well, step in, number one is make sure you know who your persona is. Make sure you know who your most ideal client is. There's a there's a harvard professor called Francis Fry, and I went to a class that she 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 bad at? Everyone's like like crane their neck and lifted their head a little bit and said like wow, what do you mean? Like the best companies are deliberately bad at something right, like, for example, southwest airline. Right, they're deliberately bad at being inappropriate, like having suits. You'RE gonna you ask them to wear a suit of like wow, I'm wearing a bikini, shure, it's whatever, like that's what they wear. They wear whatever the heck they want. They come to work or relaxed and comfortable. And somebody's it was one somebody that sent a letter to the CEO and said, well, if your people dressed well, I would come and fly. And they're like nice to see you, like you, I'll see you later, like I'm too bad. That's not what we do. We have our way of doing things. We know what we're really, really good at. We're not going to assign seats like first come, first serve. You just run in like a mad rush and whoever gets the best seat, kind of like in kindergarten get the best seat. Whoever walks in first is first. That's how they do things. I was like, I personally like my seat a sign. So I go to JEB blue. I'm not, you know, southwest fort but a southwest fan is a fast southwest fan. They they know who they're talking to. So in your business, is specifically in B tob you have to know who you're targeting and you have to make sure that you're targeting those customers with the right messaging. So if you don't have the right...

...messaging and the right strategy, are going to fail out of the gate because you're not going to resonate with anybody. If you're like everything to everybody, that you're nothing to know aboudy. So the key is to be able to have the right step number one, once you have the right messaging and identify who the messaging is for. Are you targeting influencers, decision makers, buyers or users? And we had one company those targeting buyers and they were wondering why influencers weren't engaging with their content, like but what, are you out of your mind? You're literally talking to users. This was a company that did product management, education, workshops, very big, very big company, and they came to me and they're like we have no idea why the people are buying. You know, they have a thousand dollar or budget, but we want to target the people on top that can spend million dollars a year with us. And I was like you're an idiot, like how you supposed to target them with this content? You're like this is like user content and you're doing a great job because you're feeling your workshops. But you are two three million dollar business when you can be a twenty million dollar business if you just target the influencers with a different funnel. So they're like, Oh wow, that's brilliant strategy and I was like that's not brilliant strategy, it's obvious. But if you're in the jar, you cannot read the label. And I'm outside of the JAR. Actually, I'm not just 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, because I am I'm you know, I'm having I'm having a party doing this and because we have so much fun, we're able to come up with these incredible strategies, is incredible ideas and we love talking to people. Most of the people we talked to don't turn into clients, and that's fine, but we have a great reputation of having these amazing conversations with executives, with marketing directors, with CMOS, with sales directors, with salespeople. We love doing this stuff and that's what gives us oxygen. Excellent. So when, where did the idea to do to create a JEX union come from? What was the inspiration to create the company? Everyone asks you to answer the following question. Answer it with the following question. Have you ever built something and said if you build it, they will come? Because even heard that before. Oh Yeah, you build, you the build it, but they didn't come, like but yet. But they say if you build it, they will come and people spend their entire budget building it. All we needed better another bells and whistles, more features. Dude, if you build it, they will not come. If you market it, they might come, they might not come, depend if you have a funnel or not, and if they come they might vomit. If you just going to sell them. You want people to smile and to feel good. So build a beautiful funnel. And for me I had to learn the hardway because I built hundreds and hundreds of websites and my clients were like you said, if they build a day will come. You build it. They didn't come. I was like, I'm going to figure it out. I'll after reverse engineer a google here. All Right, let me figure it in south. Let me shove a couple random keywords into your website. Oh my gosh, your number one. Look at that, they're coming. They are coming to your website. Magic, Yay. Now they're at a business get together. Wrong clients, but that's a different story. Right. So, in addition to being CEO and...

...founderage actually also highly sought after keynote speaker. I'm curious to know what was the most memorable keynote you gave him. Why? Seven stages to seven figures. I help both sales and marketing people be able to create seven figure breakthroughs in their life and in their business, and I talked about my story. Seven stages to seven figures. My I'm running a book. Hold Average Joe to CEO. It's coming out, hopefully November, and the idea behind it is there are beliefs there are failures, there's a certain work ethic and skill set you need, there's a certain level of focus you need to have, there are certain fears you have to overcome, their relationships that you have to build and you have to do things on purpose. And those are the seven 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 a decade try to get over the million dollar mark and I didn't work and how I overcame personal failures and my own personal life and I put all the anecdotes together and all those stories together to the liver and impactful presentation and have people come out with really, really actionable things, actionable areas of their life that they can take to the next level. For me, that's like a win win win, excellent. So let's Change Direction here a little bit. We asked all of our guests kind of two standard questions towards the end of each show. As a CEO, that obviously makes you a prospect for other people trying to sell your company services and products. I'm curious what's the best way to get your attention if somebody doesn't know you and they want to get in touch with the build credibility. What's the best way to do that? The best way to get my attention is to leave me a voice mail, because I will never check it. Ever. Do you want to get my attention? Connect with me on Linkedin, connect with me on facebook, connect with me on twitter, send me an email, send me personalized messages. Add value to my life and you'll see what happens. You know, start by adding value. Most people are try to sell you, sell you, sell you and then they give up after the first try, when the sale is made, after the twelve try. When I want to get someone, I'm relentless. They see all of a sudden connection requests on Linkedin. I just liked all their stuff on instagram. I just connected with them on twitter. Like. Be Relentless. Like. If you're a relentless if it's worthier time to be relentless, you will get a call. Excellent. So the last question. We call it our acceleration in sights. One thing within all your experience it that you uncovered that you could tell sales or marketing professionals one piece of advice that you think would make them hit their targets. Be Better at their jobs. What would it be? And why? Start reading books about developing yourself. Jim Rown said, work harder on yourself than you do on your business and you will grow in ways that you can never imagine. Most people are so busy working on their skills are not working on their mind. Work on your mind first. Your skills will come with the right mindset you can pick any skill set perfect. So the listeners interested and talking more about what we touched on today. Best Way to get in touch with you go to Joe Apple Boundcom for my personal website. If you want to check out ajx union, go to wwwjccom. I'm about to launch an incredible new podcast, my third podcast, where I interview founders of the fastest growing companies in the United States. I'm doing a hundred and seventy eight interviews in the next four or five months. I already did forty this month and it's just going to be...

...mind belonging to hear what they have to say. You can connect with me on Linkedin. You can Google me, by the way, Joe Apple Boun you'll find dozens and dozens of interviews that I've done. Excellent, excellent jock. Can't thank you enough for being on the show today. It's been great having you and I appreciate the insights in the time. Thank you very much, looking forward to connecting with you even more. All right, all right, everyone that does it for this episode, please check us out a be to be REV exectcom. Share the episode with friends, families, Co workers and until next time, we have valued prime solutions with you all and 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 for your favorite podcast player. Thank you so much for listening. Until next time,.

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