Episode #14: The Counterintuitive Approach To B2B Lead Nurturing That is Getting Big Results for Marketers

Episode #14: The Counterintuitive Approach To B2B Lead Nurturing That is Getting Big Results for Marketers

Listen to the Full Podcast Episode in iTunes or Below

Your Inbox Proves That Most Marketers Are Not as Savvy as They Think When It Comes to Lead Nurturing

Before you read any further, scroll through your inbox and look at all of the emails that you did not open. A large portion of them are lead nurturing emails from companies that you have interacted with in the past.

While these businesses think they are striking the right tone, providing the right value, and getting the right message in front of you at the right time, they are really just getting ignored.

Don’t let Inbox Amnesia Plague Your Lead Nurturing Strategy

The problem is that many of us forget about those soon-to-be-deleted emails when it is time to develop our lead nurturing strategy. We create jargon-filled emails with boring calls to action and drip them out over 2-3 months. Just like the emails that you ignored, your lead nurturing emails are also not getting opened or clicked.

How to Create a Modern, More Human Lead Nurturing Plan

In this episode of the Small Marketing Teams podcast, I’ll walk you through a different approach to lead nurturing that has yielded much higher engagement rates than traditional lead nurturing campaigns. This simple, zero-cost mindset shift means extra thinking upfront, but it is well worth it to get leads to respond to your emails, read your messages, and click on you’re the next opportunity you have for them.

Episode #13: The Mindset Shift That Has Average Salespeople Crushing Their Inbound Sales Goals

Episode #13: The Mindset Shift That Has Average Salespeople Crushing Their Inbound Sales Goals

Listen to the Full Podcast Episode in iTunes or Below

Why a Killer Instinct Loses Inbound Deals for Salespeople

My dog knows that he shouldn’t prop himself up on the coffee table and steal my 2-year old’s lunch when Ian walks away.

As much as it frustrates me, I know it is only natural for him to snatch a sandwich that is right in front of him.

Just like I know that it is only natural for salespeople to want all leads – inbound and outbound, top of the funnel and bottom of the funnel – to close as quickly as possible.

Most organizations feed their salespeople bottom of the funnel leads that are asking for a product demo or sales call. They are accustomed to “taking orders” from leads to get the sale. It goes something like this:

  1. The lead asks for more information about a product or service.
  2. I call the lead.
  3. The lead tells me what product they are interested in.
  4. I show them the product and the price.
  5. If it fits, we have a deal.

This pattern is why sales teams get a big wakeup call when they are asked to start working inbound leads.

Can You Survive Without Inbound Leads?

Some of you may be thinking, “But, why can’t life go on like it is? I like how easy order taking is.”

While this model results in sales, it also means that your company is leaving money on the table if that is their sole sales approach.

Sales-ready, bottom of the funnels leads make up only a small percentage of people researching your type of product or service with the intent to make a purchase. Inbound leads significantly expand the pool of hand-raisers that your salespeople can start building relationships with.

However, your sales team will kill the deal if they approach inbound leads with a traditional bottom of the funnel mentality. Prospective customers will go dark on you if you push for a demo or contract before they are ready.

In addition, companies that are adding inbound leads to the mix don’t often arm their traditional salespeople with the tools, mindset, and processes to close inbound leads.

This leads to frustration (or worst) on all sides – executives, sales, marketing, etc.

How to Close More Inbound Leads

In this episode of the Small Marketing teams podcast, I teach you the one mindset shift that will turn old-school salespeople into inbound sales rainmakers.

Episode #12: How to Avoid Being Disappointed in Your Marketing Software (and How You Can Avoid It)

Episode #12: How to Avoid Being Disappointed in Your Marketing Software (and How You Can Avoid It)

Listen to the Full Podcast Episode in iTunes or Below

If you are like me, you belong to a bunch of Facebook groups. Some are good and some are not so useful. I am in one Facebook group that actually delivers a lot of value.

It’s the one group that I make sure to take my time and read through almost every post and comment.  Recently, there was a question asked in the group “If you could improve one marketing platform or software what and how would you improve it?

The comments in this discussion were intriguing.

We know how important technology is when growing your business. It is the foundation of modern marketing. This is how people find your business or how you get leads. It is no longer an offline activity.

So many people are disillusion or have been burnt by making the wrong software choice. Why is this? What can we do about it? Does your software live up to your expectations?

The Expectations Problem With Buying Marketing Technology

In this episode of the Small Marketing Teams podcast, I start by digging into why so many people come away disappointed after making an investment (often a big investment) in a marketing platform.

Reason #1

We expect too much from our marketing software.

Reason #2

We trust too much.

Reason #3

We know too little upfront, but we purchase anyway.

How to Make Sure You Continue Loving Your Marketing Software, Even After You Start Using It

You’ll drive yourself crazy researching online or trying to make sure you ask every conceivable question of your marketing software sales rep.

The key is to have a ringer on your side.

Bring someone that knows every inch of the software and knows the software’s limitations. This person will guide you on what’s possible with the integration and customization of the software. They would also let you know if you need to bend your business process to fit the software instead of doing a lot of customizing.

Use as Much of the Native Marketing Platform as Possible.

These established software companies have a methodology and reason behind why they created their software the way that they have. You want to trust them that this is there for a reason. If you bend your business process within reason, you’ll benefit in the long run and you will have to manage less customization.

Having someone on the team that can help you see the future can help avoid costly missteps before you invest any money into changing your system, training your team and customizing the data structure. This person will be able to tell you the implications of your decisions and what problems you may run into before you spend a dime.

Regardless of the platform you choose, marketing software is rarely a bad tool. We just expect too much and trust too much with little upfront information.

There are a million ways to go off the track because these software platforms can do so much for your business.  If you bring in someone that can see 1, 2, or 6 months down the road based on the decisions you are making up front, that will save you a great deal of time, money and frustration.

Episode #11: How to Increase Sales Using This Simple Lead Nurturing Technique

Episode #11: How to Increase Sales Using This Simple Lead Nurturing Technique

Listen to the Full Podcast Episode in iTunes or Below

What is Lead Nurturing?

Lead nurturing is a term that has been around for quite a few years. The idea is once a lead converts on a top, middle, or bottom of the funnel offer, they might not be ready to speak with a sales person or purchase the product and/or service. In that case, you will nurture the lead.

When you think about nurturing a lead, you typically think about communicating to try to stay top of mind with them. This way, once they are ready, they will purchase from you.

The channels that are primarily used for lead nurturing are email and content.

Typical goals for lead nurturing will vary. Some will want to stay top of mind others may want to move people down the funnel depending on where they started in the funnel or collect additional data for future marketing.

Traditional Lead Nurturing Is Being Replaced by Marketing Funnels

In recent years, lead nurturing has been replaced by advanced companies that put funnels in place called email funnels or follow-up funnels. These are sequences of emails, content, messages, and videos designed to bring people down the funnel. If they did not convert when they joined your database, the intent is to build a relationship, build a rapport, and educate them to bring them down the funnel.

How to Avoid the Biggest Lead Nurturing Mistake

Aside from not doing any lead nurturing, the #1 mistake that is made is in how and what you communicate. As marketers, we are trained to make our marketing messages about the lead.

  • You have this challenge
  • You can achieve more
  • We have a way for making this process easier for you

We write our messages to people who we barely have relationships with as if they should trust us that we know them. Think about it. Wouldn’t you put up your guard if someone off the street claimed to know all about what you are going through the minute they met you.

The Secret to Better Lead Nurturing

Instead of starting your relationship with lead-centric messages – saying “you, you, you,” you need to flip the script and make it about yourself. Tell your story, tell them you have information, secrets, processes, and tools that they want to know about.

Use those touches as an opportunity to hook them by telling your origin story. The origin story will consist of the scenario or the situation that helped you realize the way you were doing things was broken. Tell them how you (or your company) figured out that that there was a better way to do things and how you developed a better way to accomplish your goals.

How to Draw Leads in With Your Brand’s Story

When you develop your origin story, do not start with your highlights of your career. Start with your lowest points or your darkest moments.

Create a “Hero’s Journey” show them how you built and overcame a challenge, and they can also overcome just as you did. Let them know they do not have to go through the same trials and tribulations that you went through. You are here to help them and save them from that.

Talk about your struggles and how you wouldn’t give up. Let them know how you were feeling and why you would not give up rather it was because of your family or yourself determination. Explained what you discovered and then wrap up with the big payoff and the end results.

The “Hero’s Journey” will draw your reader in to trust you and want to know more on how you overcame these obstacles.

At this point, you are the expert and you have the secrets that they want you to reveal to them. Avoid giving away every detail in your 1st email. You will lay out your story over several emails and this will have your reader wanting more. They will contact you for more insight into how they can accomplish what you achieved or convert on the next opportunity that they lay out for you.

Most importantly, your emails will stand out from the rest and you will have a stronger relationship with your prospective customers that you can leverage to bring people down your sales funnel.

If you found the advice in this episode helpful, please subscribe to the Small Marketing Teams podcast and leave a rating and a review while you’re on iTunes.

Episode #10: How to Publish a Book to Promote Your Business in Only 7 Hours

Episode #10: How to Publish a Book to Promote Your Business in Only 7 Hours

Listen to the Full Podcast Episode in iTunes or Below

How Can You Triple Your Creativity and Uncover Marketing Breakthroughs That Will Save You Time and Make You Money?

Start by loading this podcast episode onto your phone. Then, stand up and walk out the door.

In this session of the Small Marketing Teams podcast, I do my best to bring back the lost art of going for walks. In all seriousness, whether it is going for walks, exercising, or mowing the lawn, this time away from your computer will accelerate your idea generation and help you think clearly about the challenges you are trying to solve in your business.

These breakthroughs could include topics for your next webinar, getting inside your prospects head to determine the email sequence that they are most likely to respond to, and how to set up a content distribution system that only takes 30 minutes per day.

Tip: Don’t just save these activities for outside your 9 to 5. Incorporate time away from your computer, phone, and desk into your workday.

How to Increase Webinar Registrations?

All of us wish we had the reach and gravitas of the rock stars in our industry. With this status, we could send a few tweets about an upcoming webinar and see hundreds of registrants pour in throughout the rest of the day.

Unfortunately, that is not an option for most small and mid-sized businesses. I faced this challenge every time I scheduled a webinar for my small software company. Over time, I figure out a system for filling my webinars without having to reinvent the wheel each month.

In this episode of the Small Marketing Teams podcast, I’ll share the exact three-email sequence I used, plus a bonus tip that increased my webinar registrations by another 20%.

How to Write a Business Book Without Waking Up Before Dawn to Write for the Next 12 Months

In the first-ever interview on the Small Marketing Teams podcast, I team up with Nick Raithel, creator of The 7 Hour Book, to explain:

  • Why writing a book is an important part of growing your brand and lead generation operation
  • How to overcome common problems with writing your own book
  • Options available for businesses with small teams to write a book from scratch

You’ll learn how you can create a book to promote your brand from the guy who has helped dozens of business do it. The processes we discuss are exactly the type of systems that smaller companies can leverage to do more with fewer resources.

If you found the advice in this episode helpful, please subscribe to the Small Marketing Teams podcast and leave a rating and a review while you’re on iTunes.

Episode #9: Can You Speed Up Content Marketing Lead Generation?

Episode #9: Can You Speed Up Content Marketing Lead Generation?

Listen to the Full Podcast Episode in iTunes or Below

You might not like hearing this but…you might not be ready for Facebook marketing.

This week, we are podcasting from The Fanpage Traffic Academy in San Diego with Jesse Doubek . The system I’m learning for how to grow an audience on Facebook at a low cost, systematically optimizing it to generate leads is pure gold for small marketing teams. These proven techniques are very much under the radar of big brands.

Learning the Facebook Fanpage Traffic Academy system was a great reminder of how advanced these strategies can be. If you have ever played poker with professional, you know the feeling of slowly and silently being taken advantage of. The same is true in Facebook marketing.

When you have ninjas like Jesse and his team growing a following of several hundred thousand people and monetizing that audience at a huge profit in a matter of months, you know you’re in over your head when you are spending hundreds of dollars each month for a handful of qualified leads.

It can be very tempting to just hop onto the all the platforms out there and hope that one sticks. However, if you don’t take the time to truly learn the lead generation game and plan accordingly, you’re wasting valuable time and resources.

My advice? Don’t spend your ad dollars if you aren’t going to take full advantage of the system. If you don’t have the time and resources to learn and set-up the sophisticated processes needed to get results, channels like Facebook might not be the wisest place for you to spend your time and money.

It’ okay not to participate and not to promote your business on channels that you are not in a position to fully take advantage of. You don’t have to be everywhere all at once. You don’t have to be there if you’re not ready to be there.

Question of the Week – Is blogging dead?

You’re fully ready to embrace using original, insightful content to generate leads. However, not sure how to get found on an overly saturated web. Is blogging enough or is blogging dead?

In today’s online environment, blogging alone is not enough to generate qualified leads. The act of blogging isn’t dead, but the channels for distribution have changed. You should spend just as much time planning the promotion of your content as you do creating the actual content.

Getting in front of your readers could mean – organic social, paid social, email lists, email marketing. Putting these tactics into a plan for releasing your content is the key to blogging successfully.

Listen and learn the strategies you can use to expand the reach of your content.

How to accelerate your lead growth via your content strategy

If you’ve been listening along with us for the past couple months then you already know that generating qualified leads through interruptive marketing is a thing of the past. It can be hard to work in an environment where the “old way” is still favored by your company’s leadership.

It can be hard to go to bat week after week with your long-game of content marketing. Sitting in meetings with your boss weekly asked for the immediate results the old way would garner. This week- I’m giving out three tips to help you accelerate growth without abandoning your content strategy.

Tip #1: Get More Targeted Traffic

The most efficient way to do this can be through buying ads on social media. It allows you to do such granulated targeting and is very cost efficient. You’ll want to make sure to test week to week to determine what is and isn’t working. Start with Facebook and Twitter, save LinkedIn for later because it can be a little more expensive.

Tip #2: Create Better Offers

Build offers that target your customers’ pain. The second they see your offer they should think you’ve answered their most pressing challenge. Create more top of the funnel, or educational offers, to capture their attention.

Step-by-step guides and content that is easier for your middle-of-the-funnel offers are also a big accelerator. Try putting your content in multiple forms, so it is easier to be consumed.

Tip #3: Co-Market to Grow Your Audience

It can be really hard to quickly grow your list. Co-marketing with brands that compliment yours to gather their customers is a great start. Connect with them and co-create a piece of content. This could be a webinar or an e-book that you both promote to your respective lists and then share the leads.

Make sure to choose someone that has credibility in your industry. Launch a co-marketing offer with someone that people are going to want to hear from and trust. Most importantly, make sure they are just as committed to the partnership as you are.

If you found the advice in this episode helpful, please subscribe to the Small Marketing Teams podcast and leave a rating and a review while you’re on iTunes.

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