25: The Bullseye Marketing Framework w/ Louis Gudema

December 19, 2018 00:27:04
25: The Bullseye Marketing Framework w/ Louis Gudema
B2B Revenue Acceleration
25: The Bullseye Marketing Framework w/ Louis Gudema

Dec 19 2018 | 00:27:04

/

Show Notes

Many companies will miss their mark when trying to remain competitive or enter a complex marketing world.

On this episode, Louis Gudema, Author of Bullseye Marketing, talks with us about the three phase process he outlines in the book and how many years of experience in marketing has molded a practical approach to solid marketing transition.

SMB’s are the heart of the economy, but many companies don’t even know how to get in the game.  The first steps may be simpler than you think!

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Episode Transcript

WEBVTT 1 00:00:02.560 --> 00:00:08.150 You were listening to bb revenue acceleration, a podcast dedicated to helping software executives 2 00:00:08.150 --> 00:00:11.949 stay on the cutting edge of sales and marketing in their industry. Let's get 3 00:00:11.949 --> 00:00:17.230 into the show. Hi, welcome to be to bureau of a new acceleration. 4 00:00:17.589 --> 00:00:20.469 My name is onion, with you, and I'm here today with ther 5 00:00:20.589 --> 00:00:24.379 though and Speaker Louis. Good Emma, have you been doing me good? 6 00:00:24.500 --> 00:00:27.940 Right, thank you for having me on the program it's an absolute pleasure. 7 00:00:28.260 --> 00:00:33.820 So today we will be talking about bully marketing framework that you have developed. 8 00:00:34.020 --> 00:00:37.049 But before we go into detail, can you please tell us a bit more 9 00:00:37.090 --> 00:00:42.409 about yourself and your journey in the marketing world? Sure so. I owned 10 00:00:42.490 --> 00:00:46.329 and ran and and Marketing Agency for about a dozen years. We did a 11 00:00:46.409 --> 00:00:49.929 lot of work. This is from ninety eight to about two thousand and nine. 12 00:00:49.969 --> 00:00:53.039 When I had a exit from it. I sold it. We did 13 00:00:53.079 --> 00:00:56.200 a lot of work with IBM, millions of dollars of work with IBM, 14 00:00:56.640 --> 00:01:00.119 Boston, Globe, EMC other major companies, and then we pivoted and became 15 00:01:00.159 --> 00:01:07.230 assass web development agency with our own content management system, because I wanted to 16 00:01:07.430 --> 00:01:11.189 have more of a recurring revenue model. Sure and that's what gave the company 17 00:01:11.230 --> 00:01:14.629 a lot of value when I sold it. Then I'd was VP of business 18 00:01:14.670 --> 00:01:21.019 development for two other midsides agencies, working with large companies and and some SMB's, 19 00:01:21.180 --> 00:01:26.019 but companies like Philips healthcare and other major companies of that word. And 20 00:01:26.659 --> 00:01:30.700 the last four or five years now I've head it up again my own consultancy 21 00:01:30.819 --> 00:01:36.010 and agency revenue and Associates, and we work with a range of companies from 22 00:01:36.450 --> 00:01:42.450 startups to multi billion dollar companies. One of the services we provide that probably 23 00:01:42.489 --> 00:01:48.159 would be of more interest to some of your clients or your audience is working 24 00:01:48.200 --> 00:01:53.000 with companies, software companies, on empowering their channel partners absolutely, you know, 25 00:01:53.159 --> 00:01:59.560 making a lot of companies. They may have a few great partners like 26 00:01:59.799 --> 00:02:02.549 a censure or adobe, who are, you know, terriffic and and really 27 00:02:02.590 --> 00:02:06.349 nail their marketing and know how to go to market, but they may have 28 00:02:06.549 --> 00:02:12.229 dozens or hundreds of small and midsize channel partners who actually aren't very a depth 29 00:02:12.310 --> 00:02:16.379 at their own marketing and could drive a lot more revenue for that company, 30 00:02:16.659 --> 00:02:21.460 for the software company, if they were stronger at that. And so that's 31 00:02:21.500 --> 00:02:23.819 something that were one of the ways that we work with companies. Well, 32 00:02:23.900 --> 00:02:28.780 you know what, we need to sit up another station just to speak about 33 00:02:28.780 --> 00:02:31.169 that. They believe, because this is such, I guess, a paint 34 00:02:31.210 --> 00:02:36.409 point. I don't think it's a problem as such, because everybody's already everybody's 35 00:02:36.409 --> 00:02:39.610 adding solution to it. But you are right, empowering partners, getting partners 36 00:02:39.650 --> 00:02:43.849 to do something, and we also feel for the partner when we walk with 37 00:02:43.930 --> 00:02:46.680 them, and we walk Pretty Grizzy with quite a few partners distribute to so 38 00:02:47.120 --> 00:02:52.800 you know, the traditional, the traditional channel, our Om type of partnership 39 00:02:53.039 --> 00:02:55.479 and it's difficult for those guys. It is difficult to move the needle and 40 00:02:55.800 --> 00:03:00.229 getting support is is really important and powering them is very important. Taking the 41 00:03:00.430 --> 00:03:05.189 ends and helping them to close business is also very important. So I think 42 00:03:05.229 --> 00:03:07.150 we should keep that on the side and really have a full on conversation. 43 00:03:07.750 --> 00:03:12.229 We will contact you again with to set up those up. Put Gass on 44 00:03:12.349 --> 00:03:15.939 that one, because this is a subject that we are really passionate about and, 45 00:03:15.060 --> 00:03:20.699 as you said, this is a subject that is probably extremely interesting for 46 00:03:20.819 --> 00:03:23.060 some of our audience and we know it because we talked about it every day. 47 00:03:23.099 --> 00:03:25.300 We speak about it every day. Well, it is one of the 48 00:03:25.500 --> 00:03:30.770 areas where you know my the balls I approach, which is what my book 49 00:03:30.849 --> 00:03:34.490 is about, the bullside marketing approach, really is applicable to a lot of 50 00:03:34.530 --> 00:03:40.289 those companies and it's really a framework for them to start to kind of an 51 00:03:40.370 --> 00:03:46.000 on ramp to modern marketing for companies that that aren't really doing it yet obsolutely 52 00:03:46.039 --> 00:03:49.960 or aren't doing it very effectively or fully in the way that some of the 53 00:03:50.479 --> 00:03:55.270 venture back startups or the software enterprise companies are doing it. I'm glad that 54 00:03:55.389 --> 00:04:00.110 you speak about your book. So Bulls I marketing, the book that you 55 00:04:00.189 --> 00:04:05.430 restantly launched, from our perspective's essentially explain the frame walk you've developed to generate 56 00:04:05.469 --> 00:04:10.740 quick wins for small and mid sized businesses. Okay, but can you please 57 00:04:10.780 --> 00:04:14.979 take a few, a few minutes to tell us more about the Bulls I 58 00:04:15.340 --> 00:04:18.300 marketing framework? Look sure. So let me just give you know for one 59 00:04:18.339 --> 00:04:21.459 minute, give a little background of why I came up with it or how 60 00:04:21.500 --> 00:04:26.009 I came up with it. You know, ray, the marketing landscape, 61 00:04:26.050 --> 00:04:29.370 the marketing world, change is very, very rapidly and what worked ten years 62 00:04:29.370 --> 00:04:32.529 ago may not work at all today, or even what was working five years 63 00:04:32.529 --> 00:04:39.240 ago, and what I was seeing was that approach is like inbound marketing or 64 00:04:39.839 --> 00:04:45.079 social media, organic social media marketing. We're not producing results for many companies 65 00:04:45.079 --> 00:04:48.879 unless they make it extraordinary efforts in those areas. And and then, as 66 00:04:48.959 --> 00:04:53.269 I did research on it, I saw all sorts of data around this too, 67 00:04:53.589 --> 00:04:59.189 around how the search world is narrowing more and more. Google searches narrow 68 00:04:59.269 --> 00:05:03.470 more and more around a few major brands, a few major companies in each 69 00:05:03.629 --> 00:05:09.019 industry. How, starting in two thousand and thirteen, the social media platforms 70 00:05:09.100 --> 00:05:15.300 radically reduce the amount of exposure that they give to the organic posts from brands. 71 00:05:15.860 --> 00:05:19.259 So, you know, whereas five years ago ten or twenty percent of 72 00:05:19.379 --> 00:05:25.089 followers might have seen the organic posts from a company, today it's more like 73 00:05:25.250 --> 00:05:30.370 one or two percent. Yeah, and and so those channels weren't really driving 74 00:05:30.410 --> 00:05:34.569 results for companies, but other programs were. And and I was seeing in 75 00:05:34.689 --> 00:05:39.800 a lot of these channel partners are a lot of small and midsize companies and 76 00:05:40.600 --> 00:05:45.199 SMB's or, as they're often called in Europe, Sim's, are the heart 77 00:05:45.319 --> 00:05:48.360 of the economy. There's in the US there's more than three times as many 78 00:05:48.399 --> 00:05:55.709 people working for SMB's as there are working for enterprise companies. So it's a 79 00:05:55.750 --> 00:06:00.069 huge, huge part of the economy. And yet I was seeing how many 80 00:06:00.149 --> 00:06:05.660 of them had really underinvested in marketing and the marketing landscape had become so complex 81 00:06:06.060 --> 00:06:10.939 they really just didn't know how to get in the game. So the Bulls 82 00:06:10.939 --> 00:06:16.220 eye approach is a three phase approach to ramping up a marketing program and getting 83 00:06:16.220 --> 00:06:20.769 to the point where the adobees or the you know, the drifts or the 84 00:06:20.810 --> 00:06:26.370 hub spots or the venture back software companies are. And so in the first 85 00:06:26.569 --> 00:06:31.920 phase companies take advantage of what I call their existing marketing assets that many companies 86 00:06:31.959 --> 00:06:36.120 don't even realize they have. Absolutely that's very sure death. And so, 87 00:06:36.240 --> 00:06:41.519 for example, one of those and the really sophisticated marketers were listening to this 88 00:06:41.680 --> 00:06:44.319 will say well, of course, and yes, of course for them, 89 00:06:44.519 --> 00:06:47.990 but not for frankly, from the research I've done, not for eighty percent 90 00:06:48.069 --> 00:06:51.990 of the B tob world. So, for example, email marketing lists are 91 00:06:51.990 --> 00:07:00.029 a hugely pop powerful tool for companies and yet many companies very rarely email, 92 00:07:00.389 --> 00:07:05.300 have any segmentation, have any regular email program Kinsey says that email marketing is 93 00:07:05.379 --> 00:07:10.740 forty times times more powerful than social media which has been my experience, and 94 00:07:10.819 --> 00:07:15.660 yet you see this being really under used. You have websites that don't have 95 00:07:15.810 --> 00:07:19.689 strong messaging, don't have any calls to action, don't have conversion opportunities, 96 00:07:20.129 --> 00:07:24.410 and so almost everybody who comes to them, you know, they come and 97 00:07:24.449 --> 00:07:28.089 go and the company has no idea who they are or how they can start 98 00:07:28.129 --> 00:07:31.519 to engage with them. They don't have accountbase marketing programs, they don't have 99 00:07:31.680 --> 00:07:36.199 strong alignment between sales and marketing within the company, and so all of these 100 00:07:36.360 --> 00:07:41.319 and more are the center of the Bulls eye programs that I talked about in 101 00:07:41.439 --> 00:07:46.230 my book that can make really big differences really quickly and inexpensively. These aren't 102 00:07:46.350 --> 00:07:50.910 things. An email program doesn't cost a whole lot to do. You can 103 00:07:50.990 --> 00:07:55.230 get a you know, a tool like mail chimp or constant contact, you 104 00:07:55.310 --> 00:07:58.899 know, for tenzero email addresses you can send as many times as you want 105 00:07:58.899 --> 00:08:01.660 to for less than a hundred dollars a month. Same thing with making improvements 106 00:08:01.699 --> 00:08:07.500 to the website or adding conversion opportunities or calls to action, don't tend to 107 00:08:07.540 --> 00:08:11.779 be very expensive at all, or improving sales and marketing alignment and and even 108 00:08:11.860 --> 00:08:18.490 doing outreach and and targeted account programs. A lot of those are really inexpensive 109 00:08:18.529 --> 00:08:22.329 or free and and companies can see results from those in weeks or months, 110 00:08:22.810 --> 00:08:28.639 whereas a program like inbound or organic social they may not see results for, 111 00:08:28.879 --> 00:08:31.679 frankly, years. Then in the second ring of the Bulls Eye, you 112 00:08:31.840 --> 00:08:37.840 use intent data to target the companies that are in market now, because our 113 00:08:37.879 --> 00:08:43.470 markets are much smaller than we think, because maybe only ten percent of our 114 00:08:43.590 --> 00:08:48.470 target market is actually looking to buy what we're selling right now. Okay, 115 00:08:48.549 --> 00:08:50.590 and you know, ray, it's very hard to sell to someone who doesn't 116 00:08:50.590 --> 00:08:56.500 want to buy. Yeah, and so using various types of intent data to 117 00:08:56.700 --> 00:09:01.500 really hyper focus the marketing programs around identifying those companies that are in market now, 118 00:09:01.860 --> 00:09:07.220 whether that's through search advertising, you know, and based on their search 119 00:09:07.379 --> 00:09:11.570 behavior, or whether that's through tracking how they're interacting with you and your content 120 00:09:11.730 --> 00:09:16.610 in your website or using third party intent data, using that to go after 121 00:09:18.129 --> 00:09:22.049 the best opportunities to close soon. And then in the third phase is where 122 00:09:22.049 --> 00:09:28.240 you do the long term awareness and brand building programs like display advertising and social 123 00:09:28.320 --> 00:09:33.639 media and in bound marketing and blogging and so forth. That can produce results 124 00:09:33.679 --> 00:09:39.590 in the long run, but are not where most companies should be focusing their 125 00:09:39.669 --> 00:09:43.590 initial effort. Absolutely so that's that's the Bulls I approach and in the book, 126 00:09:43.870 --> 00:09:46.470 you know, and just the first couple chapters, I lay that out. 127 00:09:46.750 --> 00:09:52.070 But then I go into a lot of detail on about twenty different channels 128 00:09:52.429 --> 00:09:58.340 with lots of best practices, tips and examples from small to very large companies 129 00:09:58.620 --> 00:10:03.500 how they're doing successful email marketing or account Bas marketing or search advertising or these 130 00:10:03.539 --> 00:10:07.649 other programs. And that's very important because at the end of the day you 131 00:10:07.690 --> 00:10:11.129 will be short prised about the number of people wattning us. We have and 132 00:10:11.210 --> 00:10:15.889 I can't base approach. Some people cuit account base setting because it's driven by 133 00:10:16.009 --> 00:10:18.850 cells. Some clital can base marketing because it's driven by marketing, but it's 134 00:10:18.850 --> 00:10:24.919 actually sometimes a bit disjointed. You have a good sales guy doing some good 135 00:10:24.159 --> 00:10:26.519 walk on his account but he is the only one out of a team of 136 00:10:26.679 --> 00:10:31.679 ten, ten individuals. Or you'll have a good marketing person that will actually 137 00:10:31.679 --> 00:10:37.429 do some fantastic walking. I don'tifying intelligence, I don't if I interest, 138 00:10:37.590 --> 00:10:41.830 but then then that marketing person will need a sells person to follow up on 139 00:10:41.909 --> 00:10:43.789 that interest. We've seen a one of our clans. I won't mention the 140 00:10:43.870 --> 00:10:50.580 name. Having fifteen touches, so fifteen responses through different elements. So it 141 00:10:50.620 --> 00:10:54.460 could be some of them was direct marketing, some of them was people reaching 142 00:10:54.500 --> 00:11:00.860 a certain score within the marketing automation solution and some of them was participation to 143 00:11:00.980 --> 00:11:05.129 event. Basically, of those three months pired that fifteen touches, fifteen unique 144 00:11:05.169 --> 00:11:11.490 so it was fifteen different individuals in one large, big bank. Okay, 145 00:11:11.929 --> 00:11:13.850 Big Bang that you know about, everybody knows about, but it's a very 146 00:11:13.889 --> 00:11:18.960 big bang. The prime that the eye is that they're insight team or their 147 00:11:18.000 --> 00:11:22.480 field cells team or whatever, could see that data was doing nothing with it 148 00:11:22.600 --> 00:11:26.639 because they were are the perception was at the level of individual making the statues, 149 00:11:26.759 --> 00:11:31.039 to level of individual showing interest was to junior in the organization. They 150 00:11:31.080 --> 00:11:35.509 were technical people, if you will, because we are in needy to be 151 00:11:35.590 --> 00:11:39.190 software ward, and they just look at them on a very individual basis. 152 00:11:39.509 --> 00:11:41.950 So when we realize that we just said will look, there is something going 153 00:11:43.029 --> 00:11:45.669 on. You know, we look at the data and we always try to 154 00:11:45.710 --> 00:11:48.100 make sense of the data. So and we turn that around. So we 155 00:11:48.220 --> 00:11:52.539 turn it around by saying, okay, we had fifteen different indication that someone 156 00:11:52.580 --> 00:11:58.379 in that company is looking into something. That's is a massive coincidence, right, 157 00:11:58.539 --> 00:12:01.889 and it's a pure cult of luck. Oh, in the one thousand 158 00:12:01.929 --> 00:12:03.690 ninety and nine percent of the case, which is, you know, it's 159 00:12:03.769 --> 00:12:07.409 that someone at the top is looking at something that goes downe. Into the 160 00:12:07.610 --> 00:12:11.769 the organic round, that goes down into the organization, and someone at the 161 00:12:11.809 --> 00:12:15.879 bottom is doing some research on thing. Basically, what we managed to do 162 00:12:16.039 --> 00:12:20.039 is to go back up the organization to end up with the sill level person 163 00:12:20.240 --> 00:12:26.240 that was making a decision and basically we'll approach them with a very soft approach. 164 00:12:26.320 --> 00:12:28.720 By Sing Lo Hreis that lots of your team up doing some research. 165 00:12:28.840 --> 00:12:31.710 The all seemed to be researching the same thing. It's all great, but 166 00:12:31.870 --> 00:12:35.669 we thought that we will come to you. There is clearly an intense to 167 00:12:35.789 --> 00:12:39.190 solve a problem. Can you tell us more about your problem? What we 168 00:12:39.269 --> 00:12:41.590 are able to do versus, you know, for that vendors that we worked 169 00:12:41.629 --> 00:12:48.259 with, is actually to plug theirselves team with that sell level senior person at 170 00:12:48.340 --> 00:12:52.980 the on stage of their fact finding, Solution Finding Journey, okay, which 171 00:12:54.019 --> 00:12:56.620 meant that they wiable to influence the rest of the seal cycle. Okay, 172 00:12:56.940 --> 00:13:01.529 so I guess what I'm trying to say is it all dose elements are important, 173 00:13:01.570 --> 00:13:05.730 but there is also as interaction of sharing the information and most importantly, 174 00:13:05.850 --> 00:13:07.370 as to your point, is how do you do it? And I think 175 00:13:07.409 --> 00:13:11.809 there is lots of contents for markets, for sales people that speak about account 176 00:13:11.879 --> 00:13:16.879 base, advertising and everything, but I don't actually tell you what successful they 177 00:13:16.919 --> 00:13:20.600 don't really tell you how to do it. You've got to buy something else 178 00:13:20.639 --> 00:13:24.840 to do it. So I believe that's it's very important to give some practical 179 00:13:24.879 --> 00:13:28.509 advice rather than just speaking about the theory. Yeah, Yobo, because that's 180 00:13:28.710 --> 00:13:31.870 really make a difference for your readouls, a belief. Well, that's and 181 00:13:33.070 --> 00:13:37.149 you've given a great example there of, you know, something that would be 182 00:13:37.190 --> 00:13:39.950 in the second phase of the Bulls Eye, the second ring in the Bulls 183 00:13:39.990 --> 00:13:43.779 Ie. You know, seeing that intent data of fifteen different people coming to 184 00:13:43.860 --> 00:13:48.100 your website from the same company, seeing that surge and interest at the company 185 00:13:48.379 --> 00:13:50.820 and then acting on it. And you know this. You know, I'm 186 00:13:50.860 --> 00:13:54.850 sure, since I've been on the agency side, is essentially my entire career, 187 00:13:56.049 --> 00:13:58.370 and you're on the agency side, you get inside into how a lot 188 00:13:58.450 --> 00:14:05.809 of different companies operate, and even very large companies can have lots of challenges 189 00:14:05.850 --> 00:14:11.080 around lots of these programs. For example, is working with software company that 190 00:14:11.159 --> 00:14:15.879 was around a three hundred million dollar company and they had a great misalignment between 191 00:14:15.919 --> 00:14:18.360 sales and marketing. And you know, they told me that it typically took 192 00:14:18.879 --> 00:14:24.190 one the two weeks for sales to follow up on a hot lead that marketing 193 00:14:24.230 --> 00:14:28.669 would send over. That's right, wasn't that? This wasn't someone who would 194 00:14:28.710 --> 00:14:33.070 downloaded a white paper. Yeah, this is someone who said I'm interested and 195 00:14:33.590 --> 00:14:35.149 you know that lead is dead at that. Well, and it's upsetting. 196 00:14:35.309 --> 00:14:37.899 It's like, I mean we've all done it. We've all gone on to 197 00:14:37.980 --> 00:14:43.259 a website and as for something, it could be a call back, it 198 00:14:43.340 --> 00:14:46.580 could be something, whatever it is, you know, let's say called back 199 00:14:46.620 --> 00:14:48.659 like a very minimum thing. If you don't get that called back quickly, 200 00:14:48.779 --> 00:14:52.129 it does upset me. And if I do it with two or three different 201 00:14:52.289 --> 00:14:56.450 providers, we are called me back first. He is likely to get my 202 00:14:56.570 --> 00:15:01.250 business. No, absolutely, I want that right. I mean I'm completely 203 00:15:01.289 --> 00:15:03.129 different from business, but I'm doing some walk on my house at the moment 204 00:15:03.409 --> 00:15:07.080 right and build us fantastic you know we've got we made some build does they 205 00:15:07.120 --> 00:15:11.600 all do some fantastic qualk? They've got all a fantastic pot for you. 206 00:15:11.919 --> 00:15:15.360 Two of them are terrible at communicating. Two of them almost make me feel 207 00:15:15.399 --> 00:15:18.279 that they don't want our business. It's a long time to respond and I 208 00:15:18.399 --> 00:15:22.990 think it's very important to strike the eye on when he's hut. But I 209 00:15:22.110 --> 00:15:26.909 guess that whole conversation that's who having right now is leading me nicely to my 210 00:15:26.029 --> 00:15:28.669 next question. And what I want to talk to you about, Louis, 211 00:15:30.070 --> 00:15:33.149 is around written on investment. It's about, you know, you've seen through 212 00:15:33.190 --> 00:15:37.659 your career and through what you are doing and through you know, the ID 213 00:15:37.820 --> 00:15:41.539 behind bulls eye marketing. I'm I'm sure you've seen lots of people implementing all 214 00:15:41.580 --> 00:15:46.379 the strategy effectively and walking effectively with the sense team. But what should be 215 00:15:46.419 --> 00:15:50.649 the expectation income of from the perspective of Freeton Investment? I would you measure, 216 00:15:52.009 --> 00:15:54.769 and you have been practice us to share them, of what should be 217 00:15:54.850 --> 00:15:58.970 expected? Sure. So let me just say one thing before I talk about 218 00:16:00.169 --> 00:16:03.799 Roi. Yeah, and that is about what is the biggest challenge for companies 219 00:16:03.840 --> 00:16:10.799 who are undertaking you know, this or similar efforts, and that's really executing. 220 00:16:11.000 --> 00:16:14.039 And so you know, I can come up with the strategy. You 221 00:16:14.080 --> 00:16:17.960 can come up with the strategy, but especially if a company is just like 222 00:16:18.120 --> 00:16:22.870 a channel partner, hasn't been aggressively marketing and realizes they do need to market, 223 00:16:23.190 --> 00:16:27.429 but at the same time they need to make a commitment of some resources, 224 00:16:29.190 --> 00:16:32.470 which often may not be very much, it may be just to what 225 00:16:32.830 --> 00:16:36.740 seems to us like a small amount of time to review and and give their 226 00:16:36.779 --> 00:16:41.179 input and approve and so forth. But the execution is where so many companies 227 00:16:41.659 --> 00:16:45.179 fall down on this, even on the very simplest things, as I said, 228 00:16:45.419 --> 00:16:48.409 like a company that takes one or two weeks for sales to respond to 229 00:16:48.450 --> 00:16:52.730 a good in bound lead. In terms of the ROI, so you know 230 00:16:52.809 --> 00:16:59.490 there are companies, startups and smaller companies which, like some of the channel 231 00:16:59.490 --> 00:17:03.920 partner size companies, where we've increased revenue dramatically in just a year or two, 232 00:17:04.160 --> 00:17:08.480 like doubling or more. There are other come situations where part of the 233 00:17:08.559 --> 00:17:14.839 beauty of the center of the Bulls eye is that those programs cost almost nothing, 234 00:17:15.079 --> 00:17:18.549 as I was saying before, and so the Roi I've worked with companies 235 00:17:18.630 --> 00:17:26.349 where email became their number one channel for new leads and sales and cost them 236 00:17:26.390 --> 00:17:32.980 almost nothing, where they improve their website and added conversion, you know, 237 00:17:33.099 --> 00:17:37.099 added calls to Action and improve the conversion and it may immediately doubled the number 238 00:17:37.140 --> 00:17:41.019 of website leads that they were getting. I'm a big, big proponent of 239 00:17:41.779 --> 00:17:45.890 direct sales outreach, of marketing and sales, whether you call it account base 240 00:17:47.049 --> 00:17:52.089 marketing or count base sales or or whatever targeted account programs. But where you 241 00:17:52.369 --> 00:17:55.329 you say here are the twenty, five or fifty accounts that we're really going 242 00:17:55.369 --> 00:18:02.599 to go after and working on the research and then approaching them with content and 243 00:18:02.839 --> 00:18:06.720 materials and ways to get the appointment, ways to get in the door. 244 00:18:07.000 --> 00:18:10.599 I think for many be to be companies that can be one of the fastest 245 00:18:11.000 --> 00:18:15.670 and most cost effective ways and that's been my experience in working with companies to 246 00:18:15.829 --> 00:18:18.309 generate more revenue. So you know, part of the the beauty of the 247 00:18:18.869 --> 00:18:22.630 Bulls eye approach is the center of the Bulls eye and the customer is at 248 00:18:22.710 --> 00:18:27.579 the center of the Center and understanding the customer and what drives are buying decisions 249 00:18:27.700 --> 00:18:32.660 and and so forth. But the center of the Bulls eye is very low 250 00:18:32.819 --> 00:18:40.059 cost and so very high Roi. And it's in the Sen second ring where 251 00:18:40.099 --> 00:18:44.250 you start to, you know, get into more money and where, you 252 00:18:44.849 --> 00:18:47.890 know, maybe more a little more challenged in terms of, you know, 253 00:18:48.009 --> 00:18:52.130 measuring the Roi, because, as you know, attribution is a complex question. 254 00:18:52.529 --> 00:18:57.359 I always is. Yet absolutely once you get the full multi channel program 255 00:18:57.480 --> 00:19:00.759 going, you know, then you get into the more complex issues of attribution. 256 00:19:02.160 --> 00:19:07.039 But initially companies tendency very good Roi from those center of the Bulls eye 257 00:19:07.079 --> 00:19:11.789 programs and even the second ring. Yeah, we're in the business of helping 258 00:19:11.990 --> 00:19:17.789 companies to engage with the target market. But on the very seldsy you know, 259 00:19:18.069 --> 00:19:22.349 as you say, that appointment element is really important for our clients. 260 00:19:22.390 --> 00:19:25.339 They want that appointment, they want to qualify the opportunity, they want our 261 00:19:25.339 --> 00:19:29.220 activity to be very close to revenue. I mean, if that it's critical 262 00:19:29.460 --> 00:19:32.819 to have a proper marketing strategies. If we are the bull's eye, is 263 00:19:32.900 --> 00:19:36.539 fantastic. We've got lots of things revolving around us and and I see your 264 00:19:36.579 --> 00:19:41.450 activity and marketing walking together and to end we get clues, we get information, 265 00:19:41.690 --> 00:19:47.049 we get intelligence from marketing, we get intent and then all that can 266 00:19:47.210 --> 00:19:51.089 create a story. It's question of having someone there and maybe you know we 267 00:19:51.170 --> 00:19:55.599 speak about a function that that business development function. What actually spoke about with 268 00:19:55.880 --> 00:20:00.200 one of our guests recently, David Delenny. We spoke about the chief Business 269 00:20:00.240 --> 00:20:04.640 Development Officer. So that person that sits between the CMO and the sea row 270 00:20:06.000 --> 00:20:08.309 and it's supposed to get the glue, is supposed to join the dot and 271 00:20:08.710 --> 00:20:12.269 get do supportnities walked on up to a stage where they can be passed on, 272 00:20:12.670 --> 00:20:18.670 but it is you know, you cannot someone doing business development on their 273 00:20:18.710 --> 00:20:22.339 own from nothing, from a list of accounts, from an excellent spreadsheet, 274 00:20:22.420 --> 00:20:26.619 from the yellow pages, from Google right, the run rate will probably get 275 00:20:26.660 --> 00:20:32.019 to a plateau and you can't increase their performance. Then you add the marketing, 276 00:20:32.180 --> 00:20:36.849 the smart marketing intent, marketing, emails, marketing, I can base 277 00:20:37.049 --> 00:20:42.089 marketing approaches. All those tools can really support that business development person to increase 278 00:20:42.210 --> 00:20:45.529 the productivity in drastically and I think that's really what it's all about. The 279 00:20:45.569 --> 00:20:51.039 Human Lement is still very important in and having a good business development person, 280 00:20:51.319 --> 00:20:53.559 but if you feed them, if you give them tools in the arsenal, 281 00:20:53.880 --> 00:20:57.599 you equip them to really get better and we're talking about being better quarter on 282 00:20:57.599 --> 00:21:00.799 quarter, and we see that a lot because, like you, we've got 283 00:21:00.839 --> 00:21:06.029 the chance to work with a white spectrum of organization. Organization already have a 284 00:21:06.069 --> 00:21:10.829 very complex technology stack versus people who are seas funding them, got nothing and 285 00:21:11.190 --> 00:21:14.230 the world. That is the oyster. And we can really see with those 286 00:21:14.309 --> 00:21:18.779 guys moving up to Serry Abcdipoor acquisition, what a journey's been. You know, 287 00:21:18.819 --> 00:21:21.220 when you look back, you said, well, you know, we 288 00:21:21.339 --> 00:21:23.980 start to day and then we managed to increase all productivt and we've done that. 289 00:21:25.140 --> 00:21:26.700 Who else to some of hat to well supples do we send? People 290 00:21:26.740 --> 00:21:30.779 look pretty managed to if we faice people because we don't walk, I'll dough. 291 00:21:30.940 --> 00:21:33.009 We Walk Small Toe and I think that's please with about it's about walking 292 00:21:33.049 --> 00:21:37.130 small toe. Yeah, and, as I said, it's about executing. 293 00:21:37.289 --> 00:21:38.890 You know, we have a term in the US. I don't know if 294 00:21:38.930 --> 00:21:44.730 you use the same term in in the UK or Europe, first responders yet. 295 00:21:44.890 --> 00:21:48.160 And you know, first responders are like the police or the fire people 296 00:21:48.240 --> 00:21:52.279 or the emergency medical people who are on the scene of an incident, you 297 00:21:52.359 --> 00:21:56.319 know, some sort of tragedy. But I use that term and about a 298 00:21:56.880 --> 00:22:00.359 point you were making before about salespeople, that sales people need to be first 299 00:22:00.400 --> 00:22:04.950 responders, that salesperson who, and there's lots of data on this, you 300 00:22:06.029 --> 00:22:08.750 know, the salesperson who responds and in five or ten minutes has a much 301 00:22:08.789 --> 00:22:15.390 higher chance of winning a deal than the salesperson who responds even an hour later. 302 00:22:15.589 --> 00:22:18.099 And it's something I learned from a client. I first heard this from 303 00:22:18.099 --> 00:22:22.859 a client who had software in the hospitality industry and they had one of the 304 00:22:22.980 --> 00:22:27.099 things that they had was a portal where organizations could post that they wanted to 305 00:22:27.140 --> 00:22:33.170 do a conference or an event and then hotels and conference centers would would see 306 00:22:33.210 --> 00:22:37.450 those opportunities and bid on them, and they said that the company, the 307 00:22:37.650 --> 00:22:41.250 hotel or conference center that responded first one over fifty percent of the deals. 308 00:22:41.529 --> 00:22:48.440 And so even that simple of improvement in what a company does can have a 309 00:22:48.519 --> 00:22:52.119 dramatic impact on the kind of revenue that they can generate. And you know, 310 00:22:52.160 --> 00:22:56.680 I sometimes compare it to marketing with exercise. When I saw that you 311 00:22:56.920 --> 00:23:00.109 like to do cycling, as do I. Yeah, and you know there's 312 00:23:00.109 --> 00:23:04.150 a lot of research that if you do two and a half hours of exercise 313 00:23:04.309 --> 00:23:08.230 a week it has huge health benefits for people. And yet in the US 314 00:23:08.869 --> 00:23:12.779 only about twenty percent of people do two and a half hours of exercise a 315 00:23:12.859 --> 00:23:17.019 week. And you know, it's been promoted over and over again. And 316 00:23:17.180 --> 00:23:22.660 I've done research where I looked at three hundred fifty one smb be tob companies 317 00:23:22.779 --> 00:23:26.299 with about fifty to Azero employees. So these were not, you know, 318 00:23:26.460 --> 00:23:30.210 Solo printers, these were not small startups, these were established be to be 319 00:23:30.329 --> 00:23:33.769 companies and I looked at their marketing programs. I have a nine point digital 320 00:23:33.809 --> 00:23:40.609 marketing score card and there was a huge difference between the software companies, where 321 00:23:40.930 --> 00:23:45.359 the median was that they were using to seven of the nine programs, and 322 00:23:45.920 --> 00:23:52.400 companies in all other industries, manufacturing, medical devices, professional services and a 323 00:23:52.480 --> 00:23:56.549 lot of channel partners, where the median was that they were using only two 324 00:23:56.549 --> 00:24:00.789 or three of those nine programs. And settle literally, just like with the 325 00:24:00.869 --> 00:24:06.349 exercise eighty percent or so of companies are just not marketing hardly at all and 326 00:24:06.630 --> 00:24:11.740 there's a huge opportunity for them to dramatically improve their results and their revenue. 327 00:24:12.259 --> 00:24:17.779 And when I looked at those companies and looked at how fast the growth was 328 00:24:18.019 --> 00:24:22.900 the software companies that were scoring eight or nine, we're growing five times faster 329 00:24:22.059 --> 00:24:26.609 than the companies that scored zero, two three. So is the difference between 330 00:24:26.730 --> 00:24:33.250 say, seven percent growth a year or thirty percent growth a year? Huge 331 00:24:33.410 --> 00:24:38.160 differences that the most sophisticated marketers and the companies that were most committed to this 332 00:24:38.440 --> 00:24:42.039 we're able to achieve. So that's the kind of opportunity that I think a 333 00:24:42.079 --> 00:24:47.319 lot of companies have. Yeah, what I think it's it does make it 334 00:24:47.440 --> 00:24:49.920 aough sense and I could carry on that conversation for a long, longer, 335 00:24:49.960 --> 00:24:53.109 long time. We was you'Lui, because it's really passionatable to all the Tope 336 00:24:53.150 --> 00:24:56.990 is that we are approaching today. Unfortunately, we getting to the end of 337 00:24:56.589 --> 00:25:00.349 end of a session today, end of all podcast. So I would like 338 00:25:00.430 --> 00:25:03.869 to thank you for your time. We would like to thank you for all 339 00:25:03.990 --> 00:25:07.660 the the input, the example that you've been sharing with us today. I'm 340 00:25:07.779 --> 00:25:14.180 sure I'll listener on audience will get lots of value from your input. Now, 341 00:25:14.740 --> 00:25:17.140 what is the best way to connect with you? If any of our 342 00:25:17.180 --> 00:25:22.250 listener wants to know more about buds a marketing, your book, Your Company, 343 00:25:22.329 --> 00:25:25.410 what you do, what's the best way to get into with you? 344 00:25:25.410 --> 00:25:30.170 Lui. So my bull's eye marketing book is available on Amazon. I was 345 00:25:30.250 --> 00:25:33.369 just noticing the last month the quarter of the sales were in Australia, so 346 00:25:33.569 --> 00:25:37.759 it was nice to see it's getting a tenntion in other parts of the world. 347 00:25:38.079 --> 00:25:44.480 And I am available. The company is revenue and Associates. I can 348 00:25:44.559 --> 00:25:51.990 be emailed at Louis Louis at Revenue Associates DOT is. I'm on twitter at 349 00:25:52.109 --> 00:25:55.910 Louis Gedema. I'm on Linkedin, of course, so happy to hear from 350 00:25:55.950 --> 00:26:00.349 people through any of those ways and you know, would love to talk with 351 00:26:00.509 --> 00:26:03.819 people and what their experiences or what the reactions to what we've been talking about 352 00:26:03.819 --> 00:26:08.539 are perfect well, thank you many things for your time today. It was 353 00:26:08.700 --> 00:26:11.380 great to have you under shore Lui, and we, I'm sure we would 354 00:26:11.460 --> 00:26:15.220 contact your getting in the off shut show to discuss about some of those all 355 00:26:15.220 --> 00:26:19.450 topics. Thank you very much. I enjoyed it. operatics has redefined the 356 00:26:19.529 --> 00:26:26.970 meaning of revenue generation for technology companies worldwide. While the traditional concepts of building 357 00:26:26.009 --> 00:26:32.609 and managing inside sales teams inhouse has existed for many years, companies are struggling 358 00:26:32.609 --> 00:26:37.920 with a lack of focus, agility and scale required in today's fast and complex 359 00:26:37.079 --> 00:26:44.640 world of enterprise technology sales. See How operatics can help your company accelerate pipeline 360 00:26:44.680 --> 00:26:49.990 at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure 361 00:26:51.029 --> 00:26:53.589 that you never miss an episode, subscribe to the show in your favorite podcast 362 00:26:53.710 --> 00:26:56.829 player. Thank you so much for listening. Until next time,

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