81. How to Turn Your Sales Teams Into Thought Leaders

July 02, 2020 00:28:31
81. How to Turn Your Sales Teams Into Thought Leaders
B2B Revenue Acceleration
81. How to Turn Your Sales Teams Into Thought Leaders

Jul 02 2020 | 00:28:31

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Show Notes

You don’t have to be an executive to be a sales thought leader.

Actually, if you position yourself as a consultant for purchasing decisions, you’ll begin to see people who trust your transparency coming to you for sales.

In this episode, we interview Jeremy Brown, Content Marketing Manager at Crunchbase and Founder at Startups Give Back, about sales thought leadership goals and tips.

We talked about: transparency in sales thought leadership, building the “lead generation engine," and five actionable tips for establishing your personal brand.

 

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, on Spotify, or on our website.

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Episode Transcript

WEBVTT 1 00:00:02.560 --> 00:00:07.549 You were listening to be tob revenue acceleration, a podcast dedicated to helping software 2 00:00:07.589 --> 00:00:11.789 executives stay on the cutting edge of sales and marketing in their industry. Let's 3 00:00:11.789 --> 00:00:17.750 get into the show. Hi, welcome to beat the revenue acceneration. My 4 00:00:17.870 --> 00:00:21.500 Name is owing them with K and I'm up today with Jeremy Brown, content 5 00:00:21.620 --> 00:00:26.059 pocketing manager at crunch base. How are you today, Jeremy? I'm doing 6 00:00:26.100 --> 00:00:28.820 amazing. Ray. Thank you so much for having me. Happy to be 7 00:00:28.940 --> 00:00:33.380 here. It's an absolute pleasure. So today we won't to speak about how 8 00:00:33.500 --> 00:00:38.570 to tell you'll sense team into silk lead us. But before we go into 9 00:00:38.570 --> 00:00:42.130 the details, before we still the conversation, Jeremy, could you Preaz Intron, 10 00:00:42.170 --> 00:00:45.570 just show side of to all audience and tell us small about your role 11 00:00:45.850 --> 00:00:49.369 at crunch base? Sure. So. I've been in the content marketing game 12 00:00:49.490 --> 00:00:53.960 for now over eight years. So I've been working with large enterprises and even 13 00:00:54.039 --> 00:01:00.600 smaller startups, essentially helping them build Lee generation kind of teams to ultimately drive 14 00:01:00.640 --> 00:01:03.629 more revenue, and that's what I do at crunch base. So, as 15 00:01:03.629 --> 00:01:07.629 you mentioned, on the content marking manager at crunch base, I focus on 16 00:01:07.870 --> 00:01:11.430 our bb side of things. We actually have two sides of the business. 17 00:01:11.510 --> 00:01:14.989 We have our B Tob and BTC. Most people know crunch base for the 18 00:01:15.069 --> 00:01:18.189 BTC side of things. So when you go to crunch Bascom and you interact 19 00:01:18.189 --> 00:01:21.459 with the data that we have, that's our BC offering. And so crunch 20 00:01:21.540 --> 00:01:26.500 base is a platform that's over fifty five million people are re single year rely 21 00:01:26.659 --> 00:01:30.540 on to prospect for new business opportunities. Now what does that mean? If 22 00:01:30.579 --> 00:01:34.569 you're a salesperson, you can actually use crunch base to find opportunities, to 23 00:01:34.609 --> 00:01:37.409 actually find companies to sell to. So, for example, we have this 24 00:01:37.609 --> 00:01:42.569 really great signal around funding, and so we track all the funding that company 25 00:01:42.650 --> 00:01:48.799 is raised. And so let's say that your salesperson in London and you are 26 00:01:48.920 --> 00:01:53.280 interested in uncovering companies who raise capital on the past let's say six months. 27 00:01:53.560 --> 00:01:57.000 You can use crunch base for that and actually find companies that are a good 28 00:01:57.040 --> 00:02:02.150 position to actually buy your product service. And so that's that's how people interact 29 00:02:02.189 --> 00:02:05.989 with crunch base. If you're an investor, you can find companies invest in. 30 00:02:05.989 --> 00:02:07.989 If you're a founder, you can find them. Bet You can find 31 00:02:07.030 --> 00:02:10.389 investors. So there's a lot of ways to actually use the crunch base data. 32 00:02:10.629 --> 00:02:14.710 Yeah, we've been a we very, very, very familiar. I 33 00:02:14.789 --> 00:02:16.860 think we've been a relying on crunch base alert and, as you say, 34 00:02:16.900 --> 00:02:23.979 the others in term of people getting fund of Investment and everything. I've been 35 00:02:24.099 --> 00:02:29.099 super useful for us. So we've definitely used your solution as a trigger out 36 00:02:29.099 --> 00:02:31.969 to engage risk prospect so so, yeah, I to hear. Yeah, 37 00:02:32.129 --> 00:02:37.169 it's great and yeah, definitely. Are you very sorrow as well? You 38 00:02:37.210 --> 00:02:39.050 know, there is some AL solution that we've seen out there over the yearl's 39 00:02:39.090 --> 00:02:43.689 probably that anymore now we really put all eyes in this and let's get with 40 00:02:43.889 --> 00:02:46.719 this crunch base. But I guess there's a solution. Will Not a sorrow 41 00:02:46.800 --> 00:02:50.639 in time of getting all the foundings in one place. Really all that the 42 00:02:50.719 --> 00:02:53.719 basis. This is super cool, guys. Yeah, so coming back to 43 00:02:53.759 --> 00:02:57.360 you to pick down enough about crunch based. Are Fantastic as a company. 44 00:02:57.439 --> 00:03:04.909 You are guys. We often see CEOS and Cems and also, I level 45 00:03:05.030 --> 00:03:08.949 executive in general, investing in that personal brand and, you know, being 46 00:03:09.069 --> 00:03:14.740 seen as so cleader in their own industry. It's powerful to help them to 47 00:03:14.780 --> 00:03:19.819 promote the companies but also to build up authority and trust within within that business 48 00:03:19.860 --> 00:03:23.300 communities. But we don't. I don't believe that you need to really be 49 00:03:23.419 --> 00:03:27.770 an e level exact to be a soclet on your industry. Actually, the 50 00:03:27.849 --> 00:03:31.250 fact that you are walking in the trenches with clients every day would potentially put 51 00:03:31.330 --> 00:03:35.289 you in a better place to be, to be also created up in your 52 00:03:35.370 --> 00:03:39.610 industry and you can have multiple people working within your organization generating or even content 53 00:03:39.729 --> 00:03:46.479 that will positively impact the company reputation. So, as my first question, 54 00:03:46.560 --> 00:03:51.639 could you please elaborate a little bit on what I just mention and share your 55 00:03:51.759 --> 00:03:55.110 thoughts on the topic of not just getting the exact but more people in the 56 00:03:55.150 --> 00:04:00.550 organization to be so leader and pushing that personal brand absolutely. Just to give 57 00:04:00.590 --> 00:04:03.990 some examples, and you know not that that you don't have to be an 58 00:04:04.030 --> 00:04:06.469 executive to be a thought leader. mean the reason you want to be a 59 00:04:06.550 --> 00:04:10.659 father is is pretty simple. It's about building trust, and so an easy 60 00:04:10.699 --> 00:04:14.939 example to illustrate that point is, let's say Bill Gates. When Bill Gates 61 00:04:14.939 --> 00:04:19.060 speaks, everyone listens because we trust what he's saying. Now, obviously he's 62 00:04:19.060 --> 00:04:24.290 a billionaire, wellknown, so that's an obvious example. Now here's another example. 63 00:04:24.370 --> 00:04:26.850 Let's say my dad. So my dad's a real estate agent. He's 64 00:04:26.850 --> 00:04:30.649 been a real estate agent for over thirty years. When I have questions about 65 00:04:30.730 --> 00:04:33.810 real estate, or if people around me that know me or connected with me 66 00:04:33.889 --> 00:04:38.639 have questions about real estate, they go to him and ask him questions because 67 00:04:38.680 --> 00:04:42.399 they trust that what he's saying is the truth and he's very transparent about that. 68 00:04:42.839 --> 00:04:48.079 And so imagine if your sales team had that same level of thought leadership 69 00:04:48.160 --> 00:04:55.189 within their own networks. Now you don't have to rely on some of the 70 00:04:55.589 --> 00:05:00.829 tactics that sells people do to actually sell, and an example of this is 71 00:05:00.870 --> 00:05:05.269 here in the United States. Use Car sales people. So use car seals. 72 00:05:05.310 --> 00:05:11.300 People have a bad reputation of being individuals who are not very transparent about 73 00:05:11.699 --> 00:05:16.259 selling. Use Cards. Now, if you were a person that wanted to 74 00:05:16.379 --> 00:05:21.410 build your thought leadership, leadership up in that space, imagine if, instead 75 00:05:21.449 --> 00:05:26.889 of not being transparent, you were transparent. Imagine if you talked about the 76 00:05:27.050 --> 00:05:31.689 cost of a car and why it cost that particular number. Imagine if you 77 00:05:31.970 --> 00:05:36.439 talked about the deans and the dents and the history of the car. Imagine 78 00:05:36.439 --> 00:05:41.759 the transparency that you're exhibiting that way. Now, from a consumer perspective. 79 00:05:42.800 --> 00:05:46.680 That trust is extremely important. At the end of the day, we want 80 00:05:46.680 --> 00:05:51.709 to buy from people that we trust. Now, it's interesting about business is 81 00:05:53.709 --> 00:05:58.629 that, from sales to marketing, we tend to either sell a product or 82 00:05:58.750 --> 00:06:04.819 market a product in a way that we as consumers would not be attracted to. 83 00:06:05.100 --> 00:06:09.740 We would not be interested in that particular way of selling or marketing. 84 00:06:10.259 --> 00:06:15.300 And so what's interesting is why don't we sell or market a product in a 85 00:06:15.379 --> 00:06:19.009 way that we would want to be sold to or marketed towards? And so 86 00:06:19.250 --> 00:06:24.290 being a thought leader at the end the day it's building that trust with a 87 00:06:24.370 --> 00:06:30.889 particular target audience and an an effort to help you sell more down down theod 88 00:06:30.930 --> 00:06:33.160 down the road. It's not a quick a quick win or anything like that. 89 00:06:33.279 --> 00:06:36.360 It does take time to become a thought leader, but when you do 90 00:06:36.519 --> 00:06:41.439 become a thought leader, you're in a plain a very good place. Yeah, 91 00:06:42.160 --> 00:06:46.360 so, and would you said transparencies a big pot, as he does, 92 00:06:46.560 --> 00:06:49.069 because you mentioned that the couple of time. Use the example a few 93 00:06:49.149 --> 00:06:54.230 skills sets people, which you know it's kind of a Cliche, but I 94 00:06:54.310 --> 00:06:59.629 think a Crechiet we speak to all again. So how much it's transparency VLSIS 95 00:06:59.709 --> 00:07:02.379 acture, technic Orde, notedge, and that's maybe a tough question because I 96 00:07:02.379 --> 00:07:04.860 guess he depends on the industry. But just to get you also so it 97 00:07:04.980 --> 00:07:09.779 was them, both of Trum sparencies vels, to Pew Up Calm Knowledge. 98 00:07:10.579 --> 00:07:14.779 I think that the other come need a combination of both. I do put 99 00:07:15.019 --> 00:07:17.930 the this is me in in my my personal opinion, but I do wait 100 00:07:18.089 --> 00:07:24.250 transparency over anything else, a person that I trust and is being honest with 101 00:07:24.329 --> 00:07:27.930 me about certain things that's putting me in a position to make the best possible 102 00:07:28.050 --> 00:07:30.000 purchasing decision for myself. At the end of the day, that's what consumers 103 00:07:30.079 --> 00:07:33.600 want. You know, put yourself in a consumer shoe. Would you rather 104 00:07:34.240 --> 00:07:39.680 make a purchase that you're confident in because you have the knowledge around that, 105 00:07:39.800 --> 00:07:43.800 because the individual share the knowledge with you, or would you rather purchase something 106 00:07:44.470 --> 00:07:46.550 that you're not really confident and you don't know whether or not it was the 107 00:07:46.589 --> 00:07:50.629 best possible decision for you? And that's why transparent it really matters, and 108 00:07:50.829 --> 00:07:55.910 I agree with you. I think it's spot of a spot of all call 109 00:07:56.069 --> 00:08:00.379 strategy when we when we set our sense, so when we set our slifiches, 110 00:08:00.420 --> 00:08:03.660 but also when we represent our clients, to to a very transparent to 111 00:08:03.860 --> 00:08:07.500 the to the to the gold, you know, to the objective type of 112 00:08:07.620 --> 00:08:11.819 message. Can the chase. Basically, so if you're on a very competitive 113 00:08:11.860 --> 00:08:16.449 landscape, instead of going or on and beating around the Bushess just given us 114 00:08:16.529 --> 00:08:18.970 with it, and so well, I mean a very competitive landscape, I 115 00:08:18.089 --> 00:08:22.610 am selling something, you've already got one. So let me tell you why. 116 00:08:22.769 --> 00:08:26.250 Whatever good is, he's like, let me tell you the strim reason 117 00:08:26.329 --> 00:08:28.399 why, all the three things that makes us different. Let's get the chase, 118 00:08:28.600 --> 00:08:31.639 you know. But also, I've been say, Psychs, with some 119 00:08:31.799 --> 00:08:37.039 of my my sex people. We are about you've been very to the point. 120 00:08:37.080 --> 00:08:39.639 You tell you said no, we can't do it, and I was 121 00:08:39.679 --> 00:08:41.470 like yeah, we if we can do if we've got to say no, 122 00:08:41.590 --> 00:08:43.350 we can't do it, you know you can't. And I think like you. 123 00:08:43.429 --> 00:08:48.429 I think when you get into that sort of situation and you develop a 124 00:08:48.470 --> 00:08:52.230 relationship and from the beginning of your cells relationship or professional relationship, you start 125 00:08:52.269 --> 00:08:58.379 with that extreme level of transparency and honesty, you end up being the advisor 126 00:08:58.580 --> 00:09:01.299 people will call next time they need something. That may not be rely generating 127 00:09:01.419 --> 00:09:05.659 for you, but you become that cool guy that knows about stuff and that 128 00:09:07.500 --> 00:09:11.929 unseclopedy or Cyclopedia of knowledge that people want to get to when they want to 129 00:09:11.009 --> 00:09:15.289 have been done network, and that's I find it very useful. Now, 130 00:09:16.090 --> 00:09:24.169 coming back to the seals people and the benefits from the tactics. Basically, 131 00:09:24.169 --> 00:09:30.559 alogies sells people benefiting from the tactic and and and it texts time to build 132 00:09:30.600 --> 00:09:33.120 up a profile, texting to become as salt leader. I's not just about 133 00:09:33.159 --> 00:09:37.320 posting a couple of things once a week or inspirational quote or pictures on your 134 00:09:37.360 --> 00:09:43.029 instagram that you grab from someone else. But would you say that they can 135 00:09:43.870 --> 00:09:50.110 sell people when I mean they build their own inboundly generation engine by investing in 136 00:09:50.190 --> 00:09:54.700 their personal brand and and and delivering valuable content to the appears and customers? 137 00:09:56.659 --> 00:10:01.940 Oh absolutely. And by doing that, by building their own in valley generation 138 00:10:01.179 --> 00:10:05.899 engine, they don't have to rely so much on the cold emailing and the 139 00:10:07.059 --> 00:10:11.210 cold calling. So now, instead of having to do that, they have 140 00:10:11.330 --> 00:10:15.690 people coming to them. And you mentioned something a little while ago that was 141 00:10:15.889 --> 00:10:22.440 really important, and it's just this idea of having people come to you right, 142 00:10:22.559 --> 00:10:28.600 having people rely on the things that you're telling them and trusting that you 143 00:10:28.679 --> 00:10:33.279 know what you're sharing with them is valuable information to help them make a decision. 144 00:10:33.600 --> 00:10:39.389 And I will say over the course of my career the best sells people 145 00:10:39.509 --> 00:10:45.629 that I've ever worked with were very good at building trust very quickly and they 146 00:10:45.669 --> 00:10:50.539 had that kind of kind of kind of like a consultant type of approach to 147 00:10:50.779 --> 00:10:54.059 the prospects that they were having conversations with. And so now the prospects never 148 00:10:54.259 --> 00:10:58.659 really looked at them as a salesperson. They looked at at them as someone 149 00:10:58.700 --> 00:11:01.379 that they knew and trusted that they would give him information that would be valuable 150 00:11:01.419 --> 00:11:05.889 to help them make a perching to purchase decision. At times that made it 151 00:11:05.970 --> 00:11:09.850 say that might that may be as simple as, hey, you're not going 152 00:11:09.889 --> 00:11:11.250 to get any value out of our product, and I know from a sales 153 00:11:11.250 --> 00:11:15.610 perspective that that hurts because you're trying to make a cell. But that level 154 00:11:15.649 --> 00:11:22.639 of transparency and honesty, while it may not lead to a purchase right then 155 00:11:22.679 --> 00:11:26.600 and there, that that consumer is going to take note of that. They're 156 00:11:26.600 --> 00:11:30.120 going to they're going to take note of the fact that you told them, 157 00:11:30.159 --> 00:11:33.309 Hey, you know he we're are probably is not. It's not going to 158 00:11:33.350 --> 00:11:35.870 be valuable for you. And now that you never know, that prospect might 159 00:11:35.909 --> 00:11:41.789 go to another company next year and all of a sudden they need your product. 160 00:11:41.789 --> 00:11:43.149 Now, who do you think you're going to go to? Are they 161 00:11:43.149 --> 00:11:45.950 going to go to some random company or they going to go to the person 162 00:11:46.070 --> 00:11:50.340 that they interacted with before that was really transparent with them? So putting out 163 00:11:50.500 --> 00:11:54.620 content and, like you mentioned, not just doing, you know, inspirational 164 00:11:54.659 --> 00:11:58.740 quotes, of putting out valuable content, is extremely important. Now what does 165 00:11:58.740 --> 00:12:03.009 valuable content mean it? Let's take for a second example. Let's say your 166 00:12:03.049 --> 00:12:07.929 company manufactures furniture. Now, putting out valuable content isn't talking about your company. 167 00:12:09.009 --> 00:12:13.169 Isn't talking about your pricing or how amazing your products are. Good content 168 00:12:13.450 --> 00:12:20.679 in this situation is things like what's the best wood for kids? What's the 169 00:12:20.799 --> 00:12:26.000 best scratch proof would what about the types of fabric? What type of fabric 170 00:12:26.200 --> 00:12:30.429 is good for homes that have dogs? Is there a waterproof fabric? What's 171 00:12:30.470 --> 00:12:33.669 the best type of water proof fabric? So putting out content, blog posts, 172 00:12:35.070 --> 00:12:39.590 podcast videos about things like that is valuable because, again, you're helping 173 00:12:39.669 --> 00:12:43.899 a consumer make a decision. That's the at the end of the day. 174 00:12:43.980 --> 00:12:48.860 That's what producing content is meant to do, is to help that individual get 175 00:12:48.899 --> 00:12:54.860 enough information and so that are coughing and making purchasing decision and hopefully that purchasing 176 00:12:54.899 --> 00:13:00.529 decision is your company. Yeah, absolutely. And then, and coming back 177 00:13:00.570 --> 00:13:05.610 to a point you made about again the transparency and and and people coming back 178 00:13:05.610 --> 00:13:09.210 to you and all that, I've got for a ton of example. So 179 00:13:09.769 --> 00:13:13.799 part of our sales cycles, when we engage with with a new prospect of 180 00:13:13.919 --> 00:13:18.200 an existing clients, even to the expansion or whatever, we always go through 181 00:13:18.279 --> 00:13:20.720 breading up a business case and often of all the course of the business case 182 00:13:20.799 --> 00:13:24.000 we realize that things don't said, don't add and we will say to the 183 00:13:24.200 --> 00:13:28.750 clients or the prospect which he look, I'm sorry, but we can support 184 00:13:28.789 --> 00:13:31.990 you the numbers on matchup. So what we will do? Let us look 185 00:13:33.110 --> 00:13:37.789 at other solution and will recommend use our solution. That will bring you bad 186 00:13:37.830 --> 00:13:43.100 maybe a better written on investment or more aligned with your expectation or more line 187 00:13:43.139 --> 00:13:46.299 with your market or more lingues which you want to achieve, and you'll be 188 00:13:46.379 --> 00:13:50.139 shot prized. And I don't know what it is. If it's if it's 189 00:13:50.220 --> 00:13:54.220 reverse psychology, if it's if it's if it's a fact that they get pushed 190 00:13:54.259 --> 00:13:56.529 back on the fact that you say new to them. But sometimes the more 191 00:13:56.570 --> 00:14:01.570 you say no, I can't help you to people by explaining and I've been 192 00:14:01.649 --> 00:14:05.809 going through a process, so you know it's mathematical. It's very clear as 193 00:14:05.850 --> 00:14:09.080 to why things don't work, walk up or don't adder. The more they 194 00:14:09.120 --> 00:14:13.399 want you to work with them and define the way. And you're right, 195 00:14:13.559 --> 00:14:16.120 it may not be now, but if I take them amounts two months from 196 00:14:16.159 --> 00:14:20.360 non six months or actually then moving to another company to then come back to 197 00:14:20.399 --> 00:14:24.000 you and re engaging with you, and they will always called that moment where 198 00:14:24.039 --> 00:14:26.590 you said no to that, because it's so it's almost like he feels refreshing 199 00:14:26.669 --> 00:14:31.110 for prospect when someone was trying to send them some things and I'm sorry, 200 00:14:31.149 --> 00:14:35.389 it's not the right fit. I think that's really your way and it's a 201 00:14:35.470 --> 00:14:39.100 war that we've not we've not used so far in the podcast, but to 202 00:14:39.220 --> 00:14:43.139 create a sort of respect, which I think is also you know, I 203 00:14:43.220 --> 00:14:48.620 think knowledge, transparency and respects are probably the free, you know, the 204 00:14:48.860 --> 00:14:54.809 three main things that I would say would gravitate around. So the leadership, 205 00:14:54.929 --> 00:14:58.250 but but yet that that that's respect it when it's when it's but it's put 206 00:14:58.370 --> 00:15:01.490 in place because it's so difficult to get when it's in there. You know, 207 00:15:01.529 --> 00:15:05.289 it's just that pull, the confidence and everything else that makes some beautiful 208 00:15:05.289 --> 00:15:09.399 things happen. So more practically, now, how do we make this happen? 209 00:15:09.960 --> 00:15:15.120 Okay, what would you say or what would be your tips for audience 210 00:15:15.440 --> 00:15:20.559 in terms of actionable things that you can do for sells people that are looking 211 00:15:20.639 --> 00:15:24.629 to get into that CIRC leadership mindset? Where do you start? Was the 212 00:15:24.789 --> 00:15:28.750 frequency of the content? Well, to post out to make sure to keep 213 00:15:28.750 --> 00:15:33.389 the consistency. It's a wide open question. I'm socially Jervy, but I'm 214 00:15:33.470 --> 00:15:39.100 gonna let you take it from here. Yeah, so the good thing is 215 00:15:39.899 --> 00:15:43.980 nowadays pretty much everything is free to get started. You don't need, you 216 00:15:45.100 --> 00:15:46.980 know, you don't need to spend money on a website or think that you 217 00:15:48.059 --> 00:15:50.929 can use linkedin or Mediumcom to actually get started. Or if you have your 218 00:15:50.970 --> 00:15:54.649 own company blog, you can get started there too. Now I will say 219 00:15:56.250 --> 00:16:00.169 not everyone is a good writer or even wants to write. So you have 220 00:16:00.250 --> 00:16:02.809 to audit yourself and what you like and what you're you know what you're good 221 00:16:02.809 --> 00:16:06.159 at and it sometimes it's comes with trial on error. So if you know 222 00:16:06.320 --> 00:16:08.320 that you hate being in front of video, then don't do video. You 223 00:16:08.639 --> 00:16:12.120 can do a podcast like this, for example, or you can you can 224 00:16:12.200 --> 00:16:15.600 write if you're if you don't like writing, then you can try something else. 225 00:16:17.399 --> 00:16:21.350 So that's where I would start. First is audit yourself and what you're 226 00:16:21.350 --> 00:16:23.070 interested in and what you're not interested in and go from there. If you 227 00:16:23.230 --> 00:16:26.870 work at a company that has a marketing team, already, work with that 228 00:16:26.990 --> 00:16:32.389 marketing team instead of having you manage everything, you can have them manage things. 229 00:16:32.710 --> 00:16:36.539 They can share topics with you that they might want you to produce content 230 00:16:36.580 --> 00:16:38.820 around. That way you don't have to think about all this because obviously you're 231 00:16:38.860 --> 00:16:41.899 trying to sell. But if you do have the time to be able to 232 00:16:42.220 --> 00:16:48.169 dedicate to carving out, to my some time to idate and come up with 233 00:16:48.250 --> 00:16:52.730 some ideas that would be beneficial for you as a thought leader and then obviously 234 00:16:52.090 --> 00:16:56.649 your company, then definitely bring those to the surface and work with your marketing 235 00:16:56.690 --> 00:17:00.210 team. So that would be number two. You mentioned frequency. Now this 236 00:17:00.559 --> 00:17:04.240 is this is really going to be dependent on a lot of different factors, 237 00:17:04.400 --> 00:17:10.559 mainly the individual. Some people are proficient writers, and they can write a 238 00:17:10.680 --> 00:17:14.839 blog post every week or every couple of weeks. I wouldn't suggest starting there. 239 00:17:15.359 --> 00:17:17.470 If you, if you this is the first time you're getting into the 240 00:17:17.509 --> 00:17:21.509 content marketing game as a salesperson, I would do maybe one thing a month 241 00:17:21.549 --> 00:17:26.309 or one thing a quarter, and then from there gaged how much time it 242 00:17:26.430 --> 00:17:29.269 takes you to produce a particular piece of content. Let's say it took you 243 00:17:29.390 --> 00:17:32.500 three days. Okay, now you know you have a you have a bench 244 00:17:32.579 --> 00:17:36.900 park in terms of how long it takes to produce something. So now you 245 00:17:36.940 --> 00:17:40.579 might want to increase that. Maybe it's twice a month or maybe it's twice 246 00:17:40.579 --> 00:17:42.940 a quarter, and then just go from there and then before you know it, 247 00:17:44.180 --> 00:17:45.769 because you've been doing it for so long, you're very proficient at it 248 00:17:47.250 --> 00:17:51.130 and now you can just continue to increase that. That number are the frequency 249 00:17:51.130 --> 00:17:55.009 number, and frequency is important in the long run because being a thought leader, 250 00:17:55.369 --> 00:17:57.960 you need to be putting your thoughts out there. So again I would 251 00:17:59.000 --> 00:18:02.799 I would start there, and then where to post it again. It is 252 00:18:03.160 --> 00:18:07.680 it's going to really depend on on the individual, the company and the industry 253 00:18:07.680 --> 00:18:10.640 itself. So, for example, if like crunch based, for example, 254 00:18:10.640 --> 00:18:14.349 if I'm writing about because one of the again, one of the personas that 255 00:18:14.430 --> 00:18:18.789 uses crunch base are salespeople. If I'm going to write something that I want 256 00:18:18.829 --> 00:18:22.670 to focus around thought Leyership, I'm going to probably post it on Linkedin because 257 00:18:22.710 --> 00:18:26.460 that's where audience lives every single day. So chances are I'll have the highest 258 00:18:26.500 --> 00:18:32.059 opportunity to reach the largest crowd by posting on Linkedin. So it. And 259 00:18:32.099 --> 00:18:37.779 then you mention also consistency and, like I said, consistency and frequency really 260 00:18:37.859 --> 00:18:41.849 really matter, just because if your thought leader, you need be putting your 261 00:18:41.890 --> 00:18:45.690 thoughts out there on a very consistent basis. You know so, but at 262 00:18:45.730 --> 00:18:48.970 the same time it's just a tricky thing. So being a folly, you 263 00:18:49.049 --> 00:18:52.769 need to be consistent and have high frequency. However, if this is the 264 00:18:52.890 --> 00:18:56.359 first time you're producing content, you need to start slow, unless you've been 265 00:18:56.359 --> 00:19:00.279 doing it for some time and in you're comfortable producing more. But you also 266 00:19:00.279 --> 00:19:03.960 got to keep in mind that the more you produce, that might take you 267 00:19:04.079 --> 00:19:08.480 away from some of your corresponsibilities in terms of cold email and cold calling, 268 00:19:08.519 --> 00:19:12.589 etc. But if you do it right, you will have more people coming 269 00:19:12.630 --> 00:19:17.109 to you, which means you can kind of offset the the fact that you're 270 00:19:17.109 --> 00:19:19.390 not cold calling as much. Yeah, and what'St of all, you have 271 00:19:19.509 --> 00:19:23.539 destructive content, because we se's what we see something. You know, I'll 272 00:19:23.579 --> 00:19:29.299 tea courts whatever, very destructive titles. You really want to read them. 273 00:19:29.339 --> 00:19:32.460 And often I look at a title and I'm not, Oh my God, 274 00:19:32.460 --> 00:19:34.259 that's gonna get interesting, when I'm just looking at the top of his eight 275 00:19:34.339 --> 00:19:37.019 minute street. Okay, let's go right and I'm going to free St when 276 00:19:37.059 --> 00:19:41.009 I'm Oh my God, this he's barring. I just got cold back. 277 00:19:41.049 --> 00:19:45.769 When when someone sends you an email with ever do you two duts? When 278 00:19:45.970 --> 00:19:48.809 did ever fall would do something? They just send it to you because they 279 00:19:48.849 --> 00:19:52.730 want you to believe that someone was something was for Waldy, but it's it's 280 00:19:52.279 --> 00:19:57.440 it's a tactical feel was violated, because I'm like, will you mean do 281 00:19:57.519 --> 00:20:00.400 a trap so I won't buy from you? And now this is terebor. 282 00:20:00.720 --> 00:20:04.640 But what do you think about that? Because I think, I think again, 283 00:20:04.839 --> 00:20:10.549 he's coming back to a transparency it. But but these destructive, good 284 00:20:10.589 --> 00:20:14.869 fossilad sheep. But do you need to keep it DC planes need to keep 285 00:20:14.869 --> 00:20:17.710 it, you know, low key, to the point? What was what 286 00:20:17.869 --> 00:20:19.309 are your thoughts in that I don't think you need to be disruptive. I 287 00:20:19.390 --> 00:20:22.740 think you need to be practical. I think the content that you produce has 288 00:20:22.859 --> 00:20:26.779 to be practical. Now you might come across, you know, maybe a 289 00:20:26.859 --> 00:20:30.940 title, for example, that you put out that is that does kind of 290 00:20:30.980 --> 00:20:33.980 go viral. That's fine, but I don't think you should go into it 291 00:20:33.579 --> 00:20:37.529 in terms of producing content with the idea of, Oh, I want to 292 00:20:37.569 --> 00:20:40.849 go viral because I can also, depending on the article, that can also 293 00:20:40.890 --> 00:20:45.769 be detriment to your company's reputation. I think, I believe that, especially 294 00:20:45.809 --> 00:20:48.250 if you're just getting started in this, you to focus on the practicality of 295 00:20:48.329 --> 00:20:52.559 things. So, again, going back to example that I use of a 296 00:20:53.160 --> 00:21:00.480 manufacturing company that produces furniture, being practical is talking about the difference furnitures that 297 00:21:02.200 --> 00:21:06.509 your company produces and why one furniture, in terms of let's say, the 298 00:21:06.589 --> 00:21:11.470 wood, is better than another type of furniture, why one fabrics better for 299 00:21:11.549 --> 00:21:17.230 another better than another type of fabric for kids or homes with dogs. That's 300 00:21:17.269 --> 00:21:21.259 a very practical and that's very valuable to the people that you want to be 301 00:21:21.380 --> 00:21:25.819 buying from you. That it's valuable. That's what they want. So that's 302 00:21:25.859 --> 00:21:30.059 what you produce. So being disruptive, yeah, you might get, you 303 00:21:30.140 --> 00:21:33.369 know, so in a nice spike in traffic to your website, for example, 304 00:21:33.410 --> 00:21:36.730 if you do post that particular block post on your website. That's cool 305 00:21:36.890 --> 00:21:38.450 now, but at the end of the day, that's not really going to 306 00:21:38.529 --> 00:21:41.529 move the needle for you. What's going to move the needle is being very 307 00:21:41.609 --> 00:21:45.490 practical and being and producing content that's very valuable to the people that you're trying 308 00:21:45.490 --> 00:21:49.880 to sell to. Yeah, let's question that have got for you with it's 309 00:21:49.960 --> 00:21:55.880 the truly linked to the to the to being a salt leader in its sense, 310 00:21:56.160 --> 00:22:00.880 but it's lime to engaging with the audience that sees you as a soclet 311 00:22:00.920 --> 00:22:04.069 out. The rest of the time, what we've seen recently and Bot purely 312 00:22:04.109 --> 00:22:08.509 since the kind of flood down that we're going through. So we are recording 313 00:22:08.589 --> 00:22:11.950 that. It des Ad it's well on the twenty eight of April, Two 314 00:22:11.990 --> 00:22:17.779 thousand and twenty right now. So in the midst of covid nineteen, we 315 00:22:17.859 --> 00:22:22.059 are all down. We were having so much fun and we contway to go 316 00:22:22.259 --> 00:22:27.180 out. It's see each but you know, what we've seen walking with skeet 317 00:22:27.220 --> 00:22:32.609 arena, my marketing manager, is that we did decide to put a few 318 00:22:32.730 --> 00:22:37.609 personal professional post as such, a bit monuct personal, kind of fredated post. 319 00:22:37.049 --> 00:22:41.049 So, for example, of a put a bust up on linkedin about 320 00:22:41.890 --> 00:22:45.240 my wife drew a schedule about how she will look after the kids. Blessed 321 00:22:45.279 --> 00:22:48.160 out. She's looking care for the kids for ten, twelve hours a day 322 00:22:48.160 --> 00:22:51.119 when I'm work and so, so lucky. But she we've got this three 323 00:22:51.200 --> 00:22:55.400 other than six months old as well as it's that it's not really easy age 324 00:22:55.640 --> 00:22:59.470 to deal with kids. So so bless her. But you know, that's 325 00:22:59.589 --> 00:23:03.869 went absolutely crazy. People have been sharing it, people have been commenting on 326 00:23:03.990 --> 00:23:07.549 it, people, we had you mongus amounts of views on that and and 327 00:23:07.789 --> 00:23:12.619 that's really easy pose. That probably took five minutes to create. It was 328 00:23:12.740 --> 00:23:17.940 me looking at something on my own, my own my teaching table, liking 329 00:23:17.980 --> 00:23:21.019 it, taking a picture of it, sending it to catarinaw. We worked 330 00:23:21.019 --> 00:23:23.299 on a quick thing because caterine helped me to put all my linked in person. 331 00:23:23.380 --> 00:23:29.009 She get access to everything and literally I went crazy very quickly and people 332 00:23:29.170 --> 00:23:33.849 speak to me about it. So I've got prospect of got existing clients all 333 00:23:33.970 --> 00:23:36.769 send the things from your wife. It's been it's been an ongoing things and 334 00:23:36.890 --> 00:23:41.440 kind of famous for that now and and I guess my question to you is, 335 00:23:41.599 --> 00:23:44.680 you know, would you say is a good again, I don't know 336 00:23:44.720 --> 00:23:47.599 if it's a tactic because he was the deity was not to get people to 337 00:23:47.759 --> 00:23:49.559 like me for it. I guess it's just like showing stuff and I found 338 00:23:49.599 --> 00:23:52.720 it funny and as I would share it. But you think is good to 339 00:23:53.279 --> 00:23:57.589 to have some sort of a not just focus on practical content all the time, 340 00:23:57.670 --> 00:24:02.710 but also, as you're developing your personal brand, to put some more 341 00:24:02.789 --> 00:24:07.750 personal stuff, so you've got some sort of new alternating very sot lead are 342 00:24:07.789 --> 00:24:12.220 very useful for your industry content, with some things like, well, let 343 00:24:12.299 --> 00:24:15.740 me let you shouldn't really to be mobile play said let me show you what 344 00:24:15.819 --> 00:24:19.980 I am when I'm the talking type of content you you keep valuing that I 345 00:24:21.140 --> 00:24:25.890 do and it goes back to something that you kind of touched on and the 346 00:24:25.930 --> 00:24:29.970 fact that people are talking to you about it and ultimately that humanizes you. 347 00:24:30.089 --> 00:24:32.970 I know that's it's a it's a funny word to say, right, you're 348 00:24:32.970 --> 00:24:36.609 humanizing your personal brand. Yeah, so you know, when it comes to 349 00:24:36.690 --> 00:24:41.319 a business it can be difficult because if you're only talking about one particular thing, 350 00:24:41.480 --> 00:24:45.880 people know you for that one particular thing, and if you're only talking 351 00:24:45.920 --> 00:24:52.359 about business, you don't come across as a human you know you're no one 352 00:24:52.440 --> 00:24:56.109 knows information about you. And so this goes back to what I say, 353 00:24:56.190 --> 00:25:00.589 what I mentioned the beginning of this podcast, around people buy from people they 354 00:25:00.630 --> 00:25:07.859 like and trust, and so the trust element comes when you're producing that valuable 355 00:25:07.299 --> 00:25:12.700 content about you know, again going back to the manufacturing example, about let's 356 00:25:12.700 --> 00:25:19.660 say, producing furniture the like. Portion comes when you're humanizing your brand, 357 00:25:19.700 --> 00:25:23.490 your personal brand, and people have some context around who you are as an 358 00:25:23.529 --> 00:25:27.650 individual. And it's and the Internet it's amazing. You know, we can 359 00:25:27.849 --> 00:25:32.890 interact with people on twitter or Linkedin and it feels like we've known them our 360 00:25:32.890 --> 00:25:36.799 entire lives that we've never met in person. And the the way to get 361 00:25:36.839 --> 00:25:41.440 to that point is to not be afraid to showcase, you know, content, 362 00:25:41.880 --> 00:25:45.920 whether it's a blog or or image or video, that has some personal 363 00:25:47.000 --> 00:25:49.710 element to it. There's nothing wrong with that. Just know that every time 364 00:25:49.789 --> 00:25:56.150 you do that that is creating a perception of who you are as a person. 365 00:25:56.309 --> 00:25:57.390 So, if you're putting out something you want to make sure that you 366 00:25:57.470 --> 00:26:02.269 want to be known for that thing. So that. So yeah, to 367 00:26:02.349 --> 00:26:07.460 answer your question, I don't see any any problem with the producing content that 368 00:26:07.700 --> 00:26:12.259 has some personal element to it. It's good. Okay, what e's so 369 00:26:12.420 --> 00:26:15.539 or is a bit kg to shut things about personal life, but who saway 370 00:26:15.579 --> 00:26:19.890 not to give it a go because we think it's cool and that went where. 371 00:26:19.930 --> 00:26:23.089 So we'll try that every even a little bit furs and we keep you 372 00:26:23.170 --> 00:26:26.650 post it on the on the development. Jeremy, we getting to the end 373 00:26:26.690 --> 00:26:30.089 of the episodes, but I had a fantastic time with you today, Jeremy. 374 00:26:30.250 --> 00:26:34.039 It was a very good conversation. He actually really like the example of 375 00:26:34.079 --> 00:26:40.240 the funny show shops or from this stopping he makes you makes perfect sense and 376 00:26:40.440 --> 00:26:44.519 definitely we'll take some of the will definitely have some takeaway from myself and form 377 00:26:44.559 --> 00:26:48.430 a base based on some of the example and and tips that you you gave 378 00:26:48.589 --> 00:26:52.549 today. But if anyone wants to connect with you to L more about crunch 379 00:26:52.630 --> 00:26:56.029 base, you don't know about crunch base, that you know, please case 380 00:26:56.150 --> 00:27:00.230 come out. You know it's all over us. You find you've gotten good 381 00:27:00.269 --> 00:27:03.660 at it. It's a great at the base or if they want to talk 382 00:27:03.660 --> 00:27:06.099 to you at conversation or flying with you. Were wrong. You know, 383 00:27:06.180 --> 00:27:08.019 I want to make us no bread and I want to be a sucdio. 384 00:27:08.700 --> 00:27:12.859 What is the best way to get into trees journey? The best way is 385 00:27:14.180 --> 00:27:18.450 connect with me across social media. So my social media hands Social Jeremy, 386 00:27:18.529 --> 00:27:22.369 on all major platforms. I'm very, very active on all the major platforms. 387 00:27:22.450 --> 00:27:26.089 So that's the easiest way to engage with me and to continue the conversation. 388 00:27:26.289 --> 00:27:29.009 And if you want to learn more about crunch base, easiest way is 389 00:27:29.049 --> 00:27:33.000 to go to crunch basedcom and you sorry free trial and just interact with the 390 00:27:33.519 --> 00:27:37.000 data and see what it can do for your for you and your business. 391 00:27:37.920 --> 00:27:40.960 That's enough for why aren't many? Thanks once again, Jeremy. It was 392 00:27:40.960 --> 00:27:42.440 an absolute visual took in the show. Thank you so much, ry. 393 00:27:42.480 --> 00:27:49.109 Thank you for having me. operatics has redefined the meaning of revenue generation for 394 00:27:49.269 --> 00:27:56.589 technology companies worldwide. While the traditional concepts of building and managing inside sales teams 395 00:27:56.670 --> 00:28:00.420 inhouse has existed for many years, companies are struggling with a lack of focus, 396 00:28:00.660 --> 00:28:07.180 agility and scale required in today's fast and complex world of enterprise technology sales. 397 00:28:07.819 --> 00:28:15.329 See How operatics can help your company accelerate pipeline at operatics dotnet. You've 398 00:28:15.369 --> 00:28:18.650 been listening to be tob revenue acceleration. To ensure that you never miss an 399 00:28:18.650 --> 00:28:22.690 episode, subscribe to the show in your favorite podcast player. Thank you so 400 00:28:22.849 --> 00:28:25.650 much for listening. Until next time.

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