Episode Transcript
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You were listening to bb revenue acceleration, a podcast dedicated helping software executives stay
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on the cutting edge of sales and
marketing in their industry. Let's get into
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the show. Hi, welcome to
be to be a revenue acceleration. My
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name is him with you and I'm
yet today with Adamstein, principle at APS
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marketing. How are you doing today, Adam? Very good. Right,
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thank you very much for asking and
excited to be here with you today.
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That's a pleasure to have you.
So can you please introduce yourself to our
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audience and tell them a little bit
more about your company, APS marketing?
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Thank you, Ray, be happy
with you. So my company, APS
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marketing does product marketing as a service
and we offer that because in twenty past
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years and doing enterplies marketing for startups
and large complete it's a cap that's out
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there and a lot of a lot
of people don't realize the need for product
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marketing. So I think the product
marketing of service Primor Ely Mobile Networking,
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security, N fly, software and
Mark Tech Markets. Okay, that's wonderfuls
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quite a comprehensive suvy. So offering. Now getting into the topic as a
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product marketer. I believe that you
probably often come across both large and smaller
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organization at all struggling with the messaging, the content that go to market,
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strategy and also out to position themselves
us just competition. And from previous conversation
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we've had we've agreed that one of
the critical question that those companies should ask
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themselves before, you know, getting
to market, is actually what problems are
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we solving? So could you please
comment on the importance of this question and
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why some companies do actually struggle to
findancers to it? Yeah, I think
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it comes down to what marketers are
called the buyers journey, and when you're
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doing sales and marketing, a lot
of cells and marketing teams are focusing on
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technology. They're focusing on the pits
by how the technology work? Why the
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technology quine code different than some real
technology? Why the pick a pread box
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with different reread box? And they
shouldn't be doing that. Should be focusing
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on the buyers, the the bierus
problem, and that's really the just what
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problem you're solving. You need to
be solving a specific problem in the buyers
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mind and needed to market accordingly around
that. Okay, so when we talk
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about the Promo. Let's say you
will start up and you've got a couple
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of very good technical confounder people who
believe that they've got to product solve some
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technical issues. Would you just look
at the technical issues that you are solving?
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Would you look at the business issue
that you are solving? What would
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you suggest the best place to start, because there is always the technical argument
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versus the business arguments? That's right, that's right. I give a good
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example. I think it's best best
shared of than example I have any discovery
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and compliance software client. Think of
it as a DBRE are digital video recording
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for all the content that a company
they put on a website. So the
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reason that he discovering compliance is important
is content that was put on a website
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may not be appropriate or relevant or
permissible and the website can change to meet
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that no recording of it. So
if you're in the government industry, are
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regulate industry, you need to wait
actually document what was live on a particular
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website and what wasn't. Lock.
So the problem they were solving is they
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were relatively new entrance to the market. It's not a usually established market.
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You discovering compliance, but this client
wanted to be able to differentiate these of
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these the competition, who had all
kinds of public available content, of publicly
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available videos on their site, and
so they hired my firm to do competitive
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analysis, what they were doing for
the others we're doing, and then publish
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the competitive analysis publicly. And so
they did that. We built a competitive
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analysis table and we published did in
the reason that was very impactful for the
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marketing standpoint is it didn't just cover
the technical differences. They covered the problems
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that the particular software was solving.
He discovering compliance. These of you the
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competition. So it was very cool. We're from the another differentiation. What
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was being done with product a?
I don't want to need to company product
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a persus product B. and they
had too to publish that and it's been
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a huge demand and and competitive product
for their sales teams. Today. It's
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been up there more more than nine
months and they continue to use it.
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So basically, I guess the real
answer to the question is is probably it.
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You would need for different level of
person that you will you would engage
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ways a spot of the cells process
or the marketing process. You almost need
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to answer that that question or try
to answer that question for every function,
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I. I. Every type of
individual that you will be trying to sell
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to auto market to yeah, I
think. I think what marketers and sells
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people for two personas. So when
you're selling a different personas, whether it's
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the technical persona, the executive persona, that business persona, you have to
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be able to basically appeal to the
different personas. With the content and the
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whole idea here it's coming from clients
analysis. You have content in that analysis,
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in this example that I'm share with
you, that has a technical bent
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to it, it has a business
bent to it and it has a very
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clear competitive bent to it. So
if you're comparing the products, which everybody
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does, I really goes to a
website before they buy a product. You
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have that physical cont and people look
at to help you understand one product,
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persons another rights and that company's point
of view. And I guess this is
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this is always the bio journey evolving
as well. People doing their own research
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online, looking at reviews, looking
at compact competitive tables or trained to assess
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basically what's the they want to boil
done. They won't say if you do
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the job for them you actually save
their time in lots of research and that's
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probably something that the prospect would really
like. That that makes perfect sense.
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Another discussion that we've had before is
that many companies between make their does sales
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and marketing strategy of early complex and, as we discuss, often simple or
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simpler solution out letting a clear business
technical problem or solution would work best.
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So can you please comment on why
simplicity is often better and complexity in cells
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and marketing? It's a really good
question. Right. I think one of
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the things that the sales and buy
and the marketing teams need you to embrace
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in simplessly, because they need to
be able to scale that that gotto market
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and the content plan the way they
have it, and just the sell marting
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team that are involved the product that
you and I both know. It's kind
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of a multi threadit hyper in that
the channel team and partners who sell a
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technology are product need have punt and
that they can embrace and extend a sales
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up and then. So we're working
with a large telco, we're working with
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a multi national distributor. You need
to have a way to get content to
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those sellers and still have the essence
of the DNA that the marketing the sales
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people use to put it together,
carry water throughout the whole process, throughout
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all the different regions, throughout all
the different selling situations. And if you
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have it over complex that terms to
get law, what if you make it
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simple? It carries a lot longer, it has a lot better way to
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Surey, even in just even in
different language. I've got to be the
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I guess, a disruptive question to
ask you, because you don't want to
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upset anyone, but we often get
given by our clients some very large white
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papers, and what I'm saying very
large I'm looking in volume of worlds,
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number of pages we probably tooking.
Sometimes we probably went up to thirty forty
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pages of white papers, and that
was pretty technical and and, I guess,
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in a way in most cases,
quite difficult to digest. What would
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be your opinion on that sort of
pieces of content? You think that actually
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helps, because at that kind of
go against the principle of simplicity. It
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flies and the faith of simplicity.
I would really again from both free and
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say flies and face for supposedly,
and you bring up on your point,
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I think before the Internet and before
there was you know, a lot of
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research that was readily available, competitive
analysis and third party content. You know,
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people at the technology standpoint, like
back in the day, I worked
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at Cisco earlier on the s when
they know rout it was a big deal.
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People were just starting to talk about
routing. Siscoe published thirty or forty
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page white papers about LSPF or ripple
to any kind of networking protocol that was
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coming out. That was great back
then because the Internet didn't have a lot
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of electronic content. It was just
started. Nowadays, I think that there
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are very few use cases that you
really want to, as a marketer,
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put together thirty free page white paper. Yes, there are some technical buyers
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who want extruciating detail, but I
think they'd more wanted in the demo,
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yeah, and a proof of concept, and they would in a white paper.
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And with the Internet being way it
is, products being the way they
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are, whether they are virtual products
or SASS products, you can get those
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detailed demos rather than writing paper which
is going to quickly become outcated in a
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couple of months. Absolutely, and
he's doll. He's still a medium that
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you would you would suggist. So
we see it's of people but they were
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doing a podcast right now. So
that's a medium to engage with, a
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COMETEO, to engage with people.
We see some of all cleans using video.
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Obviously you've got websites. Well,
do you think it? I don't
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know if there is a straight on
st to that, but is there a
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medium that you believe is a is
the best way to convey the essence of
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a very proposition, the essence of
what the solution does, or is it
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just something people should basically make a
decision on base on there? It's on
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the preference. Yeah, and actually
gets factor a point you made earlier than
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excellent point about personas right. If
you're a technical buyer, more often than
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that you're going to want a video
or technical deep dive. Okay, if
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you are a business buyer and you
may just want a first meeting and to
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initial content about the topic, and
maybe it's a review or maybe it's just
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a website, maybe you want to
podcast like we're talking about now. If
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you're a mar tech buyer, you
know a podcast might be the way to
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go to. So there's not one
right answer. But as a marketer and
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sales expert you really have to think
about what kind of the blend is for
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the different personas that you're selling to. So your you know, enterprise software
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buyer or sell or rather you're going
to do a mix of website and podcast
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and videos. Okay, so it's
about's about having the right mixing. Personally,
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that makes perfect sense, I'm don't
we also know that one of your
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specialties is building good to market programs
and and and relevant content with with with
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focus on roothing, you driven goals. So it's again maybe a bit of
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a way open question this one.
But what does the perfect God to mack
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and plant look like? A really
good question. I don't know there's a
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perfect good to market plan, but
I think they workable. A workable go
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to market plan is actionable and it's
somewhat closed group and that you have the
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marketing and sales team very well on
from the beginning, drawn up a blueprint
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that the marketing sales team both agree
to and you're building content which the sales
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and marketing teams are, you know, getting together with and kind of orchestrating
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their building a concert around it.
You've got the instrument, you've got the
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notes, you've got the audience.
They're putting that together and so that perfect
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go to market plan. Answer question. I think has a blend of the
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right content, the right sale place, some structure without being too overly bearing.
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Structure, in other words, it's
flexible, that it can change and
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it's recordable, in other words,
there are analytics behind it, because I
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think nowadays, and we haven't talked
about this yet, but I know you
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and I have talked about this.
I'm behalf some of the clients who work
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on together, you need to have
actiable analytics. They need to show what's
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happening when you go to market plan, because that's that's the reality of today's
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marketing and sales efforts. They need
to have the analytics to show that there's,
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you know, successful work happening and
if something needs to change, then
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you work on it together and figure
out a way to change it and then
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then put your really you and you're
right with it, commission if your day,
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which is quite interesting because you're getting
straight to my next question. You're
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reading my mind, YEA, which
is really around the KPI. So if
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I was to be at the building
stage, the foundation of building my perfect
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go to market plan, what KPI
should I have in minds? And and
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to your points. WHAT KPA should
I money to moving forward to should a
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progress in running out that marketing plunt
successfully? Yeah, I'm excellent question race.
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So I was very fortunate in my
career and the last start up,
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the last two startup that I work
with full time as our VP of marketing
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was in the mobile space and mobile
security, and the same we see that
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put me into that firm also invested
in one of the top marketing automation platforms
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when it first came out. So
I had a kind of a ground for
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work and putting marketing automation into use
and the sales play, and so the
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gentleman that was one of the founders
of that company took me aside and shared
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some of this, you know,
cookbook secret ingredients of putting together that company,
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which, again, that was a
huge benefit to me and I'm humbled
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by the ability to gain access to
that, as me was John, and
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John Really, you know, shared
with me what was happening in, you
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know, a KPI and ideal KPI
waterfall and he helped me put together a
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waterfall, showing me and showing their
marketing and self peep the or start up,
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how to put together. They go
to market plan, which included things
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like, okay, how many leads
we need to get to? How much
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revenue? What's the opportunity turnaround time
frame as your opportunity timeframe, accelerating,
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decelerating? One of the types of
programs we are organic or paid, that
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are really driving some of the opportunities? How fast is driving the opportunities?
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What regions are driving the opportunities and
what programs and putting that all together,
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having get the not automated completely.
That's kind of a nirvana of a market
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injury, but really showing you what
would be accelerants for go to market plan
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to be able to focus on the
metrics of what the plan is actually delivering
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today, tomorrow and, you know, six months from now. Okay,
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that makes sense. And what's is
the involvement of sense. Would you get
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sells involved at any point? At
some points they would have to end to
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in the execution they believe, but
how would you recommend to to to the
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markets of the done listening to us, to involve their sets team in that
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good market plan? I think that
sales of marketing intertwined here and I think
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that's one of the key things of
the playbook. The whole sales playbook that
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when my teams have been really,
really successful to start up level or even
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the larger company level, they have
really embraced the sales team and gotten the
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sales team involved almost from day one
to make sure that, you know,
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marketing may come up with a plan. That's all well and good, but
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really getting sales buy and on the
plan so that the sales are the the
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executors of that plan. The sales
become extension of the marketing team and marketing
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becomes extension of the sales team.
Right, there are definitely two sides of
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the coin and you need the entire
coin in order to be successful. Before
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we go to market standpoint. So
I'm given example. One of the programs
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that were running today for one of
my clients focuses on qualified sales opportunities.
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Okay, so the opportunities that were
getting from this provider are further down the
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funnel. They're basically people who are
buying a particular enterprise networking product who have
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been pre qualified. Well, that's
all well. I'm good for marketing and
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I think that's great, but the
sales team needs to engage with those whether
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it's the actual regional sales team or
the sales development team. They need to
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engage with those and guess what,
those people don't know who that company is.
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They just know the category of what
they're buying. So the sales team
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needs to buy in that, Hey, these are leads and opportunities that were
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interested in acquiring, and the marketing
team needs to buy the script for the
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sales team to go engage to those
people, to get them over the transom
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into first meeting, into the buyers
funnel so they understand the, you know,
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unique value proposition is of the particular
company, because all those, you
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know, opportunities know is, Hey, I'm interested in buying this particular category
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of software, but beyond that they
know nothing. Yeah, we can relate
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to that's that. That again another
comment that that makes sense to us so
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well. I would let to thank
you for the inside that you you you
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shared with us today, Adam.
It's great that you know you you could
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take part of the show and I
think we just gout some to be at
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a relatively quite interesting actually today.
Now, one question that we always ask
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at the stage of the of the
conversation is if any one of our audience
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want to get in touch with you
to you personally or to discuss what they're
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doing or if they want to engage
with APS marketing actually Ceou, you could
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support them. What is the best
way to get in touch with you beyond
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getting onto your website, which is
wwa DOT APS marketing donet? Yeah,
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thank you very much. where I
really appreciate that people coming to be on
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the website. Of course there's an
engagement there in contact me. I write
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pretty regularly and Linkedin, linkedincom backs
like PS marketing, and finally, there
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I'm active on twitter. I tend
to tweet about last hockey dog. Oh
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Yeah, technology to act and a
bit of fishing as well. I think
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of a couple of a couple of
feel catch, quite impressive. Yeah,
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now, I definitely have some friends
that are in the fishing and they taught
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me a lot about fishing off the
west coast, or the left coast as
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I call it, oft the United
States. Yeah, one of them.
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He was great to have you on
the show today. Thank you very much.
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Real time, Ray. Thank you
so much for asking these questions and
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you know, I definitely encourage people
they do want to talk more about you
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know, go to market and what's
the best content is and the gap and
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product marketing that exists in a lot
of companies. That's why I started APS.
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Marketing is definitely a problem talked about. What problems are you solving?
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It was a problem that a lot
of my start up and larger companies both
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face, and that's why I started
this business. Now for years. That's
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great. Many things. Once again
them. Thank you, Rick. operatics
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has redefined the meaning of revenue generation
for technology companies worldwide. While the traditional
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00:20:03.519 --> 00:20:07.670
concepts of building and managing inside sales
teams inhouse has existed for many years,
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00:20:08.109 --> 00:20:14.430
companies are struggling with a lack of
focus, agility and scale required in today's
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00:20:14.509 --> 00:20:19.589
fast and complex world of enterprise technology
sales. See How operatics can help your
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00:20:19.710 --> 00:20:26.500
company accelerate pipeline at operatics dotnet.
You've been listening to be tob revenue acceleration.
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00:20:27.220 --> 00:20:30.299
To ensure that you never miss an
episode, subscribe to the show in
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your favorite podcast player. Thank you
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