Episódios

  • After the GDPR law became enforceable, many B2B companies started to think about an alternative to traditional lead generation methods as cold calls and cold outreach.

    This meant a New Renaissance for inbound marketing.

    Yet inbound marketing is a long-term strategy, many companies who started to implement it, didn’t see any tangible results in the first year.

    Last week I shared the content distribution process @Chris from Sumo has. If you read it, you saw that MOST pieces of content marketers create, never pass 1.000 visitors.

    Not to say they don't generate leads at all.

    Last June I met one of the best world B2B inbound marketers Sujan Patel and asked him how to leverage inbound marketing and generate a steady flow of high-quality leads.

    Want to listen to our discussion and sneak peek inside Sujan's process?

    In this episode you'll learn:

    + How to set up inbound marketing the right way from the early beginning?

    + What are the most common mistakes with inbound marketing and what pitfalls companies should avoid?

    + How to create an effective inbound marketing strategy?

    + What is great content and how to create it?

    + How to distribute content the right way?

    + How to choose the right channels for content distribution?

    + How to measure the efficiency of inbound marketing

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    How would you create a marketing plan if you are starting from scratch and have a limited budget?

    No matter, you are joining a startup or get the position of VP of marketing at an enterprise company, this question will appear in your agenda since Day 1.

    3 years ago Kieran Flanagan joined the Hubspot team to help them get out from the traffic plateau.

    Here is a step by step process Kieran used.

    1. Develop ICP and understand the customer journey

    2. Run competitors analysis to figure out acquisition channels

    3. Set up strategical goals where you want to be at the end of the year

    4. Understand what skills and roles (your team) you need to achieve these goals

    5. Set up north star metric (NSM)

    6. Analyze historical traffic and acquisition data

    6. Set up several experiments aligning them around NSM and using max 2 channels until you excel them or reach traffic/acquisition plateau

    7. Be flexible and adjust your marketing plan every month according to the results you get

    Recently I had a conversation with Kieran where discussed the exact process he uses to develop a B2B marketing strategy including marketing plan and budget management.

    Kieran's blog: https://www.kieranflanagan.io
    Hubspot Marketing blog: https://blog.hubspot.com/marketing

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  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    You can't, unfortunately, buy a beer with leads or clicks to your website.

    The craziest paradox I see in B2B marketing is when marketers celebrate achieved leads quota while the sales team doesn't hit sales quota.

    This misalignment leads to ineffective marketing campaigns which generate low-quality leads.

    At the same time, this leads to infamous sales and marketing war when marketers blame the sales team that they can't close deals while sales retort that marketing generates weak leads.

    The modern B2B marketer should be revenue responsible and take care of sales number or, how Matt Heinz says: B2B marketers can ensure and embrace revenue responsibility through the entire funnel.

    Even if the lead was generated, marketers can still impact pipeline velocity, help the sales team to close more deals and ensure that leads fit the ideal customer profile.

    The problem is that not so many marketers are eager to become revenue responsibly and not so many companies have a good environment and culture for this.

    I invited Matt Heinz to share his thoughts on how to leverage full-funnel marketing and how to set up revenue-responsible marketing culture.

    From the episode, you'll also learn:

    * What should be the role of the modern marketer in the sales process

    * The right way to map the b2b buyer’s journey

    * How to define the steps that should be taken at every stage of the buyer’s journey

    * The most important metrics to track at every stage of buyer’s journey

    * The right way to align sales and marketing teams around your strategy and around outputs instead of inputs, and coordinate sales and marketing activity to close more deals in less time?

    * How B2B marketers can be involved in revenue responsibility

    * Activities that can be run to accelerate sales pipeline velocity

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    According to Hubspot, companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured.

    If you spent several years in B2B marketing, you've undoubtedly heard for life about the benefits of lead nurturing.

    Building trust and relationship with your audience. Accelerating sales pipeline. Increasing average deal value.

    On the surface, lead nurturing program looks pretty straightforward:

    "get the contact and send the valuable content."

    This is the exact reason why so miserable amount of companies has an effective lead nurturing in place.

    According to the same stats from Hubspot 65% of B2B marketers have not even established lead nurturing.

    The problem is if you'd like to learn more, you won't find any good content besides essential guides from Marketo and Hubspot.

    That's why invited Samantha Stone to talk about the step by step approach how to establish an effective lead nurturing program.

    Here are 4 steps from Samantha:

    1. Segment all your leads by their job role and group them by the stage of customer journey they are now.

    2. Audit all the content you've already (blogs, webinars, knowledge database, etc.) and identify priority gaps.

    3. Write down all the possible channels to nurture the leads (retargeting, events, emails, direct mail, sales team communication, etc.)

    4. Align the content with segments, channels, and timing

    5. Measure the overall impact of lead nurturing on opportunities, closed deals and revenue

    6. Be ready you won't have a perfect program from the beginning :)

    From the episode, you'll also learn:

    * What are the right steps to plan and set up lead nurturing program?
    * What pitfalls you should avoid?
    * How to align the lead nurturing program with the buyer’s journey?
    * How to define what content to send on every stage of lead nurturing?
    * How to figure out the proper length of lead nurturing?
    * How you can describe lead scoring? Is it necessary to apply it to lead nurturing program? What is the right way to apply it?
    * The most common question about lead nurturing I get is how to measure the efficiency of lead nurturing. What are the right metrics to track?
    * What tools do you use or can recommend for setting up the lead nurturing campaign?

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    What will you do if your client/employer will hire you to grow the business from $100k to $500k in MRR?

    How would you define the marketing strategy?

    The common process is: (read the detailed guide here: https://www.linkedin.com/pulse/b2b-marketing-strategy-framework-step-guide-andrei-zinkevich/)

    1. Market segmentation and prioritization
    2. Ideal customer profile
    3. Competitor's analysis
    4. Positioning and unique selling proposition
    5. Customer journey
    6. Channels
    7. Goals and metrics

    But before you start working on the first step there are 2 important things you'd think about:

    + the challenges you might have
    + the backward road from the company's goals to the current situation

    In the latest podcast episode of the System B2B Marketing show, I invited Ferdinand Goetzen to nail the topic.

    Here are 4 tips if you are working on the roadmap for the company’s growth.

    1. Analyze other companies from your or similar industries what did they do
    to scale revenue? How did they go from 20 to 40 team members?

    2. Analyze what challenges did they have so you can prepare in advance?

    3. Define the ideal setup and work backward from the goals you have.

    4. Divide the goals into milestones, then - into projects and then into the experiments.

    Listen to the episode and learn how Recruitee became one of the fastest growing SaaS companies in the Netherlands with the system b2b growth marketing approach.

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    Among all business books, my favorite is success stories and businessmen biographies.

    From these books, you don't get the exact instructions on how to grow business or generate leads.

    Instead, you can see how founders took decisions, how did they accept different challenges, what approaches did they use.

    If you can read between the lines, you'll get much more valuable tips than from the best marketing or sales book.

    This is exact reason I always try to meet and interview founders who successfully grew their businesses. Especially, if they did it on the highly competitive market.

    Today I want to share with you a growth story of Jot Url and my conversation with their founder, Janosch Lenzi.

    Janosch came to the overcrowded market with established competitors as Bit.ly, Snip.ly, Clickmeter, PixelMe, but grew his company up to 7.000 users

    This really made me surprised because the links shortening market is "famous" for its low readiness to pay. Marketers tend to use free tools and dislike to pay.

    What made me more surprised when Janosch shared a story how did the penetrate into several enterprise accounts.

    Listen to our conversation where Janosch shares Jot URL launch strategy and the campaign they used to close deals with enterprise companies.

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    While I write mostly about B2B marketing, I’m sure all modern B2B marketers should be revenue-responsible and help sales teams closing more deals.

    One of the way we can do this – create a sales stack and automate routine processes.

    According to InsideSales.com nearly two-thirds (64.8%) of reps’ time, on average, is spent in non-revenue-generating activities, which means huge losses for the companies.

    But here is a caveat.

    In the automation era, many companies forget that robots can’t entirely substitute humans.

    So in this episode I invited Jeroen Corthout, CEO at Salesflare to discuss:

    * what sales tasks should and shouldn't be automated
    * how to automate prospecting and account enrichment
    * the best way to implement lead scoring and lead prioritization
    * recommended toolset for the sales automation

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    According to Value Prime Solutions companies whose sales teams compete on value, not price, see an increase of 26 percent more sale reps attaining quota.

    Value selling helps to make sure that sales reps are consistently managing dialogue to uncover what the buyer thinks is valuable and then uniquely connect what they're selling to the vision of the buyer's value in a problem set. This is the biggest benefit of the value-based selling, also known as solution based sales approach.

    The truth is that almost every sales rep will say he is focusing on value when talking to the prospects and the leads, but then is struggling to attain the sales quota.

    So today I invited Chad Sanderson, the Managing Partner at Value Prime Solutions and host of the popular podcast, called The B2B Revenue Executive Experience podcast to talk about how to accelerate sales and revenue with value selling.

    Besides listening to our conversation, you can read the step by step guide on how to implement the value selling methodology in your company: https://getleado.com/value-selling/

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    Today I'm going to show you a great B2B content marketing case study on:

    + How Sales Hacker increased their traffic by 268% from 90.000 monthly visitors to 242.000 in 6 months

    + The breakdown of Sales Hacker's lead generation and lead nurturing approach

    + How do they align marketing and sales team around content marketing

    What is interested that Sales Hacker didn't increase the marketing budget.

    They didn't have lots of social media followers.

    They didn't invest heavily in the paid ads.

    I invited a person who was "in charge" of this success, Gaetano Di Nardi, VP of marketing at Sales Hacker, to share with you the exact process they used.

    Read the Sales Hacker's lead generation strategy breakdown here: https://getleado.com/b2b-content-marketing/

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    What if instead spammy sales email you'll see a picture of a guy wearing a t-shirt with the logo of your company who wants to chat about your business and challenges? Would you reply?

    At least, this email will attract your attention amongst dozens of other emails, but from the experience of the guest of the new episode of the System B2B marketing podcast Guillaume Moubeche such outreach email campaigns have a high response rate.

    Here is a step by step process Guillaume use when developing outbound lead generation campaigns.

    + Create an ideal customer profile

    + Get as more data about target accounts and decision makers as possible

    + Warm up your prospects on social media

    + Reach them out, thanks for their stuff and suggest to talk about their industry.

    + Personalize your emails as much as possible

    + Add personalized images, videos and humor to outreach email

    + Follow up by phone when necessary

    + Retarget disengaged leads with lead magnet or other MOFU content that can drive back your target accounts to the lead nurturing sequence

    Read the whole post and the detailed process here: https://getleado.com/outreach-email/

  • Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

    Have you ever wondered how to generate leads from the podcast?

    Well, I had.

    I was always suspicious about podcasting as a content marketing tool for several reasons.

    This channel has unpredictable ROI. It’s hard to track whether your episode attracted the target audience or no. You can’t add sales pitches to the episodes.

    As well, people listen to the podcasts from mobile devices, and the chances they will tap into the browser the show producer's website is minimal.

    One man changed my opinion about podcasting as a B2B inbound lead generation tool by 360 degrees. Meet James Carbary!

    James is the founder of Sweet Fish Media, an agency that produces podcasts for B2B companies.

    As well, James is my co-author of B2B growth marketing deconstructed ebook and co-host of one of the most popular B2B marketing podcasts called The B2B Growth Show. This podcast landed Sweet Fish Medias contracts with such giants as T

    Once, I reached out James and asked whether daily podcast production worth its efforts.

    He replied:

    – "Do you want to meet with high-quality leads every day?"

    – "Sure."

    – "That's why we produce everyday B2B Growth Show".

    While most SDR and BDM try to get appointments with cold outreach and prospecting playing the game of numbers, James figured out how to schedule meetings with high-quality accounts that fit his ideal customer profile every day.

    This unconventional approach helped him growth Sweet Fish Media agency in 1 year and acquire as clients "big fishes" like Terminus, Unbounce, Prezi, Acumatica, and others.

    What you'll learn from this episode:

    + How Sweet Fish Media used their own podcast to generate high-quality leads

    + The truth about the podcast popularity, and why Noah Kagan and Gary Vaynerchuk won't make your podcast popular

    + The unobvious reasons why 90% podcasts never make it past episode 7

    + 2 approaches that drive target traffic to Sweet Fish Media podcast that most B2B podcast producers never make

    + The podcast vanity metrics and what you should really track as a B2B marketer