The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 3 years ago

Webinars are not Dead!

ABOUT THIS EPISODE

Webinars are not dead. In fact, when done right, they can take on a life of their own in many unique ways. Todd Earwood, CEO of MoneyPath, sat down to chat with us on how webinars can be an effective tool to help drive sales.

I really believe it's the most overlook marketing campaign that can be done today. And yes, it's old, but that's because if you're doing it the old way. Chad, when's the last time that you've signed up for a crappy Webinar? 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 of the B Tob Revenue Executive Experience. I'm your host, Chad Sanderson. Today we're talking about how to create marketing and sales campaigns at drive results and why webinars are one of the most overlook campaign mechanisms for be to be companies. Tell us. We have with US Todd Erewood, CEO of money path. Todd thank you for taking time and welcome to the show, Chad. Thanks brother. I'm glad to be here. So before we jump in, let's start with a question. Pride some value to our audience. We look back over your career. was there a defining moment or an event that provided you insights that you continue to go back to today? And, if so, what is it and tell us what you learned? Yeah, I think the number one thing that I look back all my career is when I came out of Grad School, I thought I wanted to work in healthcare and I went to work for, or rather I sought out the see of a Billion Dollar Hospital Company and I called him for forty three straight days until he finally relented and gave me an interview and after I got in there. That was, you know, a good learning in it of itself to make sure that you just keep being persistent, especially in sales. But the next thing was sometimes you have to try even when you're not ready, and so I got to be literally, just circumstantially. They had just fired one of their executives. I'm in an office bigger than my the bedroom I'd stayed in college, and they said here, we just let this executive go. You can stay there and work in his office, and I got invited to the executive meeting. So here I am, young guy, didn't know what I was doing, not really speaking up in meetings, and then, low and behold. They start come up marketing, which I'd studied and I cared about, and they only talked about their branding and they're doing billboards and commercials and I said this is one thousand nine hundred and ninety nine, Chad. I said, guys, like, I think you guys have cool branding and like, I think your on point was so much of these different things from my young perspective, but you know, your website pretty much. The bad choice of words I used was your website sucks and this whole Internet thing, I think it's going to turn out to be something, so we might consider trying to do something with that. And Luckily, Chad, that was the turning point for me. Man Like the CEO's super calm, even killed guy got a little frustrated with me and said, todd, don't you come in this room with issues that you can't solve. Stop complaining and give us a solution. And I said...

...give me two weeks, I'll rebuild your public website and we'll go from there. And I kind of knew what I was doing with code and html and I sleep for two weeks. I kind of right. I built some stuff before, but I'd literally it was a wild wild west back then and luckily, you know, he gave me a shot and I built the website in two weeks and they took it away from the internal PR marketing folks and gave it to a child and said here, figure out the Internet. I love the confidence. The confidence is what made a man sometimes. That was a big turning point, though. Like I was out of my league. Circumstances presented an interesting opportunity and I inserted myself into something where I probably wasn't ready to do it. I know it wasn't really, but I was sure. I'm really glad I did excellent, excellent. So let's talk about money path, about a little bit of background on it for our audience and your roll there. Sure. So I built money path for the last five and a half years. I'm the founder of it. I decided to start this business after building to actually multiple, but the last two significant software companies that are investor backed, and after the last one we had a failed sale to a publicly traded marketing platform, you guys all know, and after I was making my tour, unfortunately, telling investors like hey, we had a good, not great, exit, they start asking me and said well, what are you going to do next? Less? Why? I'm going to go build software, come company, and they said no, man, like you're not that really great at software, but that crazy sales and marketing stuff you did, like, we have companies and spades that we've invested in that you should be helping. And although that was offensive to me, Chad Funny Path was born out of my investors seeing something in me that I couldn't even really see, which was I really am good at marketing to help sales. And that's what money path is now, is we help clear the path to purchase, and so we look at that as all stages of the funnel. What are the marketing campaigns and the sales channels that you need to develop, be a direct or indirect, and the then how do you build the systems that connect all those together? So it's really a consulting firm, but my background led me to this point and I'm really glad, although I was reluctant at the time, that I'll listen to an outside party. Perfect. So let's jump into webinars now. I'm going to be right up front. It's not sexiest topic in the world from herself and I'm I'm a tad skeptical, but I'm going to go on the journey with you. We're going to we're getting together. I must se we're gonna seeven get me over the fence, but help our audience understand why you feel this is such an underrated campaign. Asset. Yeah, I really believe it's the most overlook marketing campaign that can be done today. And yes, it's old, but that's because if you're doing it the old way, Chad, when's the last time that you've signed up for a crappy Webinar? Right, probably this week, right now. You signed up and you know it's going to be bad, so you skip it and just go the replace. You can fast forward through like that's what people are doing. And you know, it's interesting because I found webinars to be so...

...fascinating because of a research project we did. Again, coming out of software into you know, professional services, I started doing a research project where I told my team, let's opt in to a cold as a cold lead on the website of the top three hundred SASS software to service companies, websites. So whatever they're having an opt into. Let's get in the funnel and let's see how they mark it to us and quickly we this research project grew way far out of excel and then we got in the database when realizes, man, there's so many data points. I hired two data scientists to come in and help me and out of that we've, you know, we gone through now twenty five thous emails to see what that sequence was and we had lots of, I mean literally a million plus data points we've tracked and one of the key data points we tracked was what's the content type? How do people follow up? What do they sit where? What is the topic rather of the of the emails that people are sending to a brand new lead that's never been the database before. And Number One, as you can imagine, what kind of the upspot model, the you know, content based. You know, here's my new blog post. I had number two as web and are and that shook me because the same reasons you said, Hey, man, this is old. Why is why are these guys doing it? And the reality is, as a dug further and further into it and analyzing thousands of these emails like they're promoting a niche topic. Now they did a lot of things wrong because they're you know that was not the exercise was to judge the efficacy of their marketing. It was what what are they doing? Not The outcomes, because I can't tell, obviously in their systems, what are the outcomes, but I can see what was their intent and I've started analyzing. Well, what's so special about webinars that go number two and and what we figured out was they were targeting in a really smart way. They would do so many webinars because they have resources, right, and they were doing them on niche topics. Now, their hooks were weak, like the pull somebody in to get registrations was weak. But that really started me down the rabbit hole. That is what I've done today and now I've learned like you can, you can marry in the great sales segmentation that sales reps want through a Webinar if you do it right, and you can get content replication on the back end when you get that MP four, which you know, again the basic folks today are just doing replays. We do far more than that. But that's the magic, man, is you do get the sales segmentation self. People love to follow up with the lead of somebody that listen to the topic for forty two straight minutes, not downloaded any book. Right, right, what's a lot more engagement. I mean, I get what you're saying. It's a lot more getting. If you if you can hook somebody in and keep them there, right, then Yep, and I mean forty two minutes, like when's the last time? I mean I remember back in the...

...day, and this is going back well, you know, I used to have bosses of to look if you can get an executive out for four hours to go golf and go and of course, when do you get four hours? Right, we're lucky if we get thirty minutes. To have somebody sit on a webinarm for forty two, forty five, fifty minutes. I mean that's pretty impressive. I don't know anything else that has that type of engagement level for that long. So I'm glad we can agree that it's higher engagement. If we're starting from a place of skepticism, I'm glad we can agree on engagement. I think the segmentation part is the man as the piece that people forget is the piece that they're missing, and what I mean by that is one of the things we're doing is we're doing poles on the front end of the content. We're like book in polls, in the front end of the content and at the end of your content. So typically the scenario of a Webinar, you know, content sequences. Welcome, here we are, I'm away, a few minutes are but I get started. Blah, blah, blah. Right, maybe you're the faker that says I'm so glad we have eight hundred nine two people. This is amazing. Right, maybe you're that guy. I hope you're not, because I think it's a terrible, terrible idea. But you may do a pull to get people started. That's great. It's a good way to get people engaged. But the thing that you're missing is if you want to get real segmentations, we ask people a question at the end of the Webinar and it's one of two methods and it's the whole intent is to segment the audience, to qualify and or check the temperature of the sales lead. And here's how we do it. One way is you ask of these top three, five, whatever it is number of main points you had, of these top three or five points, which one resonated most with you? So now, as a sales rep, you a can measure how long I paid attention, and if you're using one of the bigger wader web platform webinar platforms, you can measure far more than that. But Hey, you can at least measure how long I was on the Webinar and be you're also now going to get tagged that you say. Point number two really resonate with me. So, as a sales rep, I have a something to talk to about. When I reach them, I do my next follow up piece right. I say hey, and they are willing to do this. We're seeing people respond over sixty percent of the time by answering that question. Which one resonated most with you. And then the temperature check question is the all other alternative, which is, now that you've learned this information, what do you think your next action step should be? And so, if they say something like this has been interesting, I need to research more Chad, that's not hot lead. But if they say I had no idea about this, I need to hand it off to our to a colleague, that's a decent lead. But if they say I learned so much, I want to learn more, if they click that button chat, as a sales rep or would you be willing to follow up with that leade? Well, yeah, right, so that's where, if you do start thinking about segmentation in your content and in the engagement, suddenly the intent is I want...

...high value, high intent leads and I'm going to segment them. So when I know, I hand it off the sales we don't get into this bickering match about mqls ql. Right, we go hey, look, man, the guy. All I know is this person stayed on this for forty two minutes. They click that they had this issue. And oh by the way, when we invited them, we made the title of our Webinar be pretty narrow, so we know where they have this problem. All right, so got me an engagement and I get a segmentation. But let's be honest, we said that we started that most Webinarre suck. I mean they live, that's there. Horrible. They and I do. I sign up for probably, I want to guess, on average, three or four months. Right, so maybe one week and and I do not ever, I'm fact, I can remember the last time I ever went to when that was live. Like does not happen. I do exactly what you said. I'm going to fast forward to it. So how does it help as a medium, as a channel? How does it help align sales and marketing so that marketings not producing crap? Yep, I think there's a couple things to think about. Number One, again on the title, I want you to start thinking about your personas. That like another overlooked area of marketing that I think a lot of people don't talk about. and the sales sides a little bit different. We a lot of times sales teams are going to have battle cards and they're going to think about how to sell against competitors. They're going to think about if this is a what level of the you know, the organization about selling to. What's the messaging from the marketing side? Sometimes we don't spend enough time on developing those personas or customer avatars. But I want you to target number one a niche and you're going to target them in your crm, with your list right, but more importantly, you're going to target them with the title. And so to get someone interested, Chad to adminimum, opt in to watch the replay. Fine, I can get you past that, but just to tease your interest, I would like to have a hook of a title that makes you interested and identifies something about you. So an example might be the top five mistakes. This is a real webinar. We did top five mistakes security companies make when it comes to pre high screening. Now it's pretty that's pretty focused. It's focus because our client serves only a handful of industry security companies one of them, and they don't even actually solve their an applicant tracking system there and even actually solve the pre hire process necessarily, but they do solve the screening process, but they do solve a lot of the areas before and after that. So what they want to do is educate. The would be not, you know, educate, not sell, around topics that are tangential to their core offering. And so now what they knew, if they could target people on a topic that would a repel away because, let's be honest, not all of our data, I don't know about yours,...

Chad, but not all of our data in our cerm's is clean and and and it's body right like. It's sometimes a little old, it's sometimes a little outdated and we don't really know they're tagging or reports, if exactly who you are. When you start to read scale. So this is a good way to pull people out and say, Oh, here the security companies and of those, guess what, these are the folks. Even if they sign up for the watch, the replay and not the live event, they care about this topic. So I think you can ferret out people to start to have again not just engagement and like paying attention, but interest around the topic that you now know that you can educate someone and you've narrowed them into a persona where the messaging to conversion later should be a lot easier. All right, so we get so we get really narrow on our topic. Yep, we and it's got to be a catch. Just got it. It's got to be a hook. There's got a to be a hook there. I really got got a really hook me in right. So we narrow on the topic, we get narrow on the on the hook contents got to be engaging. It like it has to be good. I love the do a poll in the beginning, pulled them for segmentation. Yep, I love it. So now let's say, I don't know, website was done five, six months ago and it's on a you know, a marketer in industry. I'm trying to get into. If I'm a sales professional, does that webinar recording become an asset for me to use continually going on, or is it have a shelf life? So it should at least have a minimum of twelve months, arguably more than eighteen months, shelf life, and it needs to be thought of and not just in a replay. Because again, I've talked to the go to Webinar folks. I was in their office a couple weeks ago and they've told me their stats were twenty percent of people sign up for webinars are only like you, Chad, they're only signing up for the replay. So, like if you marketers, just need to take that in an account and say stop worrying about only the live event. Right, registrations and attendees are not the only metrics we care about. What we care about is creating a good hook, narrow content segment that leads. And now we've got an MP four likely has been exported out of the Webinar system and what we try to do here chat is go way beyond just replay. Yes, you should do replace. A hundred percent you should do replace, but what you really should do is say, what are the pieces of content now that I've got a video asset, that I would have to pay tens of thousands of dollars to go get someone to create a forty five minute video for me and my company. Right, I'm imagine. I mean I've done this before. If I'm speak somewhere and just paying someone just to film me right with Multicamera and get the pirate point and get me, that's not cheap. But now you're going to have that built in. You've created a video asset. Now you should be taking out sections of that content. With our content formula, we set it upwards debt. Is Simple to do this. And now I want to arm those sales reps with maybe Chad, you're the sales rep and your talking to somebody. It's near closing, but you can't get them over...

...the edge and it probably that stage you're trying to finalize. What are those last objections? They're stopping you or stopping the prospect from moving sir. Yeah, Dude, once you find out those, I want you to have this library of content to pull off the shelf because salespeople want snippets. They don't want another sales slick. That's forty two pages long. Right. They don't want a white paper, they don't want something silly from marketing. They don't think it's going to help because at this point this is your world, man, you're at the bottom of the funnel, right. You want the deal closed. But what they do want is little snippets and to give somebody a three minute video segment and say here, Mr Prospect and Miss Prospect, I was thinking about you and we you. We've been discussing that. Maybe that document management is something that's going to be a hurdle for you. I think you'd find this interesting. We talked about this in our march two thousand and seventeen Webinar, but it's still applies to day boom like having those kind of video assets, not just pds you can send, not just another web page or blog post. That's something more meaningful that people willing to engage with. So we're seeing people repurpose that webinar content in multiple ways. They'll transcribe it and make blog post out of it. I've seen people now do highlight reels. Will they take like sports center or they're going to take their Webinar and go? Yeah, we talked about this toming for forty two minutes. But people seem to really be engaged with these six points and they mix them and weave them into now you got to have some video skills for that, but there's lots of ways, man, if you could have video content, just think about all the different ways you can repurpose that into something amazing. Okay, all right, you get me there. I'm getting close. I'm getting close on the fence. There's one more challenge, though, and that's how do you get you know, I'm I was started in marketing, then I joined the dark side of sales, you know, sixteen years ago. So I still have that kind of hybrid mentality where I look at everything as both the marketer and sales person. But there are marketers out there, let's say the younger ones, not to pick on a specific millennial demographic, but if we were to say the younger ones, they might feel like webinars are a bit outdated. So we've talked about what sales perspective is. That was mine. So how do you? How do you have a marketer over the fence? Yeah, and it's just outdated a hundred percent. So we've done this and workshop format teaching these people our methods. Now, in addition to you know doing this, you know done for you services, for clients and in the workshop, what we've learned about talking to people, and those have only been marketers. So we've targeted just marketing leaders. And one of the major objections is todd that's a lot of work, right. I A I'm tired of arguing with sales about whether this is a qualified lead or not. And be I if I'm going to go spend my time. I think I have other shiny objects, because that's what, let's be honest, like marketing, because I still am on that dark side, to is like, man,...

...they get a ton of asks and they get a ton of tasks. So marketing gets, you know, they're going to have like what? They're going to get messages from the executive saying what about snapchat? So, like you're going to have all these crazy asks. And here's the thing, unlike sales, where it's number driven, let's look at your pipeline. What have you done for me lately, because it's very, you know, quantitative. I think this is something that markers can use that is quantitative. It's not just is that are pretty picture. Did the new website branding campaign work well that it's hard to quantify that sometimes. This is something marketers are going to like because if I can reduce the barrier of how much time it takes in the creation element, which I can, then I think you marketers start to look at this and say, yeah, I want to help sales and if they're accept these leads and they'll be excited about them and you can reduce my workload to get there, then that's something I'm interested in. So it's the quantitative aspect of a Webinar that's far different and meaningful on the actual lead generation or the lead acceleration side, then just a typical marketing campaign that you might be overlooking, you know that you might be doing today. Well, that attributions big one. Right, attributions huge, because when we see that, you know marketing struggles with that. Even with all the MARTEC that's out there, attribution is still somewhat of a you know, black magic at some point. So to be able to have this type of resource where it is that quantitative, I could see that being pretty significant value for the market team. Plus you've built the library of content that is it's not evergreen, but it's it's going to be a lot more valuable for a lot more time than that white paper where new regulatory changes have made it irrelevant or something right. That's right. And again, if you can make it more narrow niche and you have a process like we have, they concern these out faster and it's not that labor intensive. You'd be shocked how marketers react to this and go, Oh, I don't have to work with a copywriter for this, I don't have to have a designer. Apparent, we all have powerpoint temple. It's ready to go in spades, you know. So that's it's not an objection. It's the how do I produce this and create the wedding pages and create the emails and anchored the fallow emails. There's a lot of work there and so we focused heavily on that. But we tried to take this more scientific approach to it. Then the art proach like this is more science than art. This is about the psychology of getting someone interested and about again narrowing your focus. And then the interesting thing you said about attribution is that same company that did the super narrow topic, they had us do one of them for them. They've never done. They had in a Webinar a couple of years. I should say they've done it before, but it's been a while. Again, not new technology. In two thousand and eighteen they will have done eight webinars because they took our system and did it by themselves and this year. When you think about attribution, what they like about webinars is it's another great...

...touch point. So fifty two percent of all of the people in their pipeline have watched a live or replay webinar. That doesn't even count how many people watch the segmented videos they passed out. So once you start to build the library, guess what, salespeople are really creative. We get weird. When you give us a bunch of assets, we're going to go I like what you did their marketer, but I'm going to use it over here on a cold outreach to this people. So I think it's just another great asset and markers again they want. We all want the pad on the back right. We all want to say like what we're doing is making an impact on the business and we in ours can be refactored or we used so many ways that we're seeing it. You know, the same company is a great example of how they're taking it now and half of their prospects are watching content. Perfect. All right. So now we got marketing convinced. I'm so I'm almost over the time. Okay, give it, give me, give me impact. Let's talk about you talked about that customer of the hadn't done webinars for a while and now they've done any. Well, what kind of impacts has it driven for the business? Yeah, okay, so we'll stick with this example. I mean I've done this in seventeen different industries, both be to BNBTC, but this specific companies are great one because you know, they've taken it and ran with it and, and this is an awesome story about how they did a Webinar for that security, for that security, the super narrow, you know, pre hire. That that was a super interesting Webinar because they were very skeptical, Iq Chad, and I said, let's do the re engagement campaign. Give me your cold leads. Just give me your cold leads, the ones, because I know you selles folks don't want to give up your out leads. You already got them. You don't need marketing to mess that up. But in all seriousness, they gave us this. They dipped into their little serium bucket and they dipped out a bunch of leads and said here's four thousand people and I said great, I'm going to make this a private Webinarre. You can't publish it on social, you can't turn your website. I'm going to promote them only on email and tell them that this is a private webinar. And so again people want exclusive things. Yeah, but Webinar. And what happened at the end? They followed my content formula, went to the whole thing, went to the polls. At the end we had someone respond who was cold, arguably dead lead. He'd been in the fun he'd been in the CRM for four years and he'd put his little business card in the fish bowl ad am trade show, because we've all done that to win the IPAD. So he put his foot and and they had had two different sales rups follow up with this person. They had tried all their marketing techniques. They put him on the email in his letter, although we never opped it in. They done all these things to target him and he replied after the Webinar and said, guys, this is great. I'm going to introduce you to marry on our team. WHO HEADS UP THIS INITIATIVE? I want Mary. Can you please follow up with these folks? Question for you guys, though. I've never heard of you. Have you been? This is fascinating. I really liked your content, but I've never heard...

...of you and the the internal team was freaking out. This guy is was ended up being a sixfigure deal came from a Webinar. They know who he was because he was a top five prospect in the industry they serve. Wow, he had no idea who they were, but they'd sent every marketing message they could to him. They'd mailed him direct mail. They had two sales reps follow up with him. Nothing. He'd said, I don't even know who you are. But he got in on that narrow topic. So that's just one example where again, if you think about half of their our leads of now impacted this. They've taken this formula and recreated eight webinars to use in lots of different ways. It can impact a business in a great way. And I'll throw out one more example. It's a company be to be there selling data analytics. If you can believe this, Chad to college football teams Whoa so yeah, and guess what? They had no lists. And so they're like this is awesome, we love the Webinar content. It sounds so cool, todd, let's do it. And I was like great, what's your list look like? We don't have one. I go, well, okay, well, we've never we're just now going into the college market. We've been in the NFL. I said, okay. So I did that dirty little trick that all marketers do. We found somehow, knock on would, this list appeared. And it showed up cold as cold Qua, because these people literally never they've never had a product for the market. And there's and they said, oh, by the way, todd, you can't target all of the colleges, you can only target power file schools. I was like, okay, so and all, by the way, todd, the head coaches aren't interested. It's either offensive coordinator or they have someone analytics on their team and their title. Okay. So now we got down to a hundred twenty eight people. Now here's the fascinating thing because, sorry, people, of a hundred twenty eight Chad showed up for the Webinar. Well, let's say twenty percent, maybe one oh. So I'm thinking, okay, and they're looking at me like I was like, Hey, listen, number one, this is as cold as cold can be, and they don't know who you are because you're just entering the market. But here's the catch. The twenty percent of them, of the Chads, right, Oh yeah. I then didn't just follow because no one I couldn't email the people they're registering didn't attend because we had one. What we did do is we emailed all the coaches again, the full list, and said you were probably busy. We had a great time presenting this content to one person. I like to share it with you. Here's the replay. We're only going to let us sit out there for two days, because I know you sign up for these things you don't mean to, but go ahead and take a look at it. And then two of the paraphile schools that you both know that I can't name, not only sign up to watch the replay and watched it immediately signed up for a demo because we put them on a different drip. So again, marketers and salespeople, you need to invite the full list again, even if they never registered, and say it's a replay it's there for you.

There's AD scarcity for a limited time to put it up there, but send that to the full list and if they watch that, start treating them like a live attendee and then you're going to see more outcomes. All right, you got me, you got got me. Those examples are amazing. Nicely you. These are fun things. Were like, man, if you've got a big list, you've got no list. Right, I know it's not new technology, gee it's not. But when you can marry the quantitative marketing elements with segmentation and sales leads and you've got sixty five ways to Sunday to make this content into some value, it's actually a great project to take on. All right, you got me. I'm a I'm a convert. All right, awesome. All right, let's change the direction here a little bit. We ask all of our guests who standard questions towards the end of each interview. First is simply has a revenue executive. That means you're a prospect for other people. So help, I was like to ask. Help our audience understand if you don't have a relationship with somebody and there's no referral in, how does somebody effectively capture your attention and convince you, build the credibility so that you'll spend fifteen minutes with them. Well, I'll tell you, I think we could all done if I would not to do I had two or three people today that said something ridiculous about holiday and like whatever. But here's what you can do. Some guy recently got me on this. He and I think this is a method. We've used a variation this before. It's a good formula and the formula is first, admit that it's cold. Second, do your research and say, Chad, I apologize, this is a cold email. This was this got did to me. I'll just say what he did to me. Hey, todd, I'm sorry, this is a cold email. I actually did do the research on you. I know that you're a BNC and he was right, because sometimes these are just mail merge fields that they're faking. Right, he was right. Your A B and C and I'm reaching out. I tried to find connections that we have their mutual but I couldn't find any. So I wanted to reach out because if you'RE A B and C, I do this thing and if you're interested in chat with me, I'd love fifteen minutes of your time. I replied back, because I also like the sales side so much and I said Hey, man, first of all, great cold email. I appreciate those because marketers, I believe, are very accepting of marketing being marketed to, and I think salespeople have. If you've done it before, you should very much appreciate those right who are trying to sell to you. So that I'm getting back, I was like look, man, that was great email. I love that you said this. If you can do that one thing, we should talk that fifteen minutes. I he asked for probably fifteen minutes. I think I gave him forty five and I end up talking to about like look, like, what did you do? And he walked me through like no man, like ice. I genuinely try to look you up. I couldn't. I couldn't find a mutual connection. I really wish we did, but I knew I could help you and that I think when you come in cold and You admit your cold and you try and you do the research,...

...that's more. They Account Base Marketing Model. I think you can do amazing things on the sales side to get somebody's attention. Excellent, I love it. I'm going to use that one too, so I don't whoever, I don't know who did that on you, but I'm gonna. I'm going to steal it. Just let him know. See It, dude, it is. I told him. I was like look, man's it's super clever. Like, I don't want to respond to told emails, I just do not. But that was really well written. I had to give him only props for trying it that way, but he had done the research. Nice all right. So last question. We call it the acceleration insight. There's one thing you could tell sales, marketing or professional services people, one piece of advice that, if they listen to you, believe would help them crush their targets. What would it be? M Why? Number one is stop treating everyone the same. I understand you have a sales playbook. You should, I do, but you've got to start figuring out how to map them to their individual needs. The more narrow, much like that what I've told your day about the Webinar topic, the more narrow you can go with somebody like yes, we all don't want to be the first sucker that buys something. So yes, you should be saying like, Hey, do you know Chad r? Chad's great. Chad's a lot like you had this problem. Like I love the feel felt found model and all that stuff. I do, but I think you got to start thinking about for I think the world shifting towards this Abim model where we start to treat people more individualistically, and if you follow that model, I think you'll crush your goal because you a yes, should reference all your great accounts, but people are buying because you're solving their problem and they want to hear about how you are arguably having something unique to them, even though it may apply to many. We all think we're special and we want to feel special, to marget that solution to their their problem and make them realize that their individual problem is solved by you. But it's for them, it's not for everybody the industry. People will buy when it solves their individual problem. Perfect, todd if the listeners interested in talking more today about tops, we touched on. What's the best way to get hold it? Yeah, you should check out Webinar works. We're all over social but Webinar workscode dot CEO. Webinar works plural, dot CEO and I've got a page there for your listeners, Chad at b to be rev our EV. If you go check that out, man, you I've got free resources there about how to build webinars, about one of the top mistakes. So we didn't get to touch on the day and and I would love if you want to connect on Linkedin, reach out to me. I love sales and marketing man. So this has been a fun topic. Todd, I can't thank you enough for taking the time. So Great. Havny on the show. Thanks, Chad. All right, everyone that does it for this episode. Check us out of BB REV exaccom. You know the drill. Share there with that friend, share the episode with friends, family and Co workers. If you like what you here, drop US review on itunes. And until next time, we have value selling associates. With you all nothing but the greatest success. You've been listening to the BB revenue executive experience.

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