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Scaling from a $1 million company to a major player
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We look at marketing from the standpoint that the first thing that you need to do is build a strategic foundation. We call it a blueprint. You can't build a house without a blueprint. (Clare Price)
(00:00-07:10)
The discussion kicks off with the importance of building a strong strategic foundation – think of it as a blueprint for success. Clare stresses that this blueprint is the key to scaling from a $1 million company to a major player without getting stuck in the owner-operator hustle.
The speakers then dive into the challenges of "hamster marketing", where businesses run in circles, desperately seeking leads without a clear plan. Clare shares real stories about burnout and talent drain caused by this chaotic approach. They also touch on "lottery marketing", cautioning against blindly throwing money at tactics without a solid strategy.
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Key to crafting messages that truly connect
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You cannot grow because you as a business owner, or as a team of three, five, ten, can't get in front of enough prospects, enough new customers to bring in the amount of revenue that you need to continue to scale your business if you want to scale it 2x, 10x, whatever. That's why we see so many of the small businesses that are stuck at that revenue level of three to five million and never get out of it. (Clare Price)
(07:10-13:27)
The urgency of mastering marketing execution becomes evident as Clare emphasizes its role in business growth. She asserts that effective marketing is the lifeline for scaling from a stagnant revenue level to unprecedented heights. Small businesses often find themselves stuck, and without a growth-oriented system, the natural plateau becomes a roadblock.
The speakers touch on the Woody Allen quote, drawing parallels between businesses and sharks – both need to keep moving to stay alive and grow. Clare drives home the point that there's no neutral position. If you stop moving, you start dying.
A crucial lever for growth highlighted in the conversation is content. Clare delves into the pitfalls of producing content without thoughtful consideration. She stresses the need for personalized, unique, and highly targeted content that resonates with specific niches. Understanding the values, motivations, and buying patterns of the ideal customer is key to crafting messages that truly connect.
The discussion wraps up with a focus on effective marketing, making customers feel smart rather than pushing a self-centered agenda.
Creating content that doesn't feel like a sales pitch
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I think that most blogs do not relate to the customer. They're from the point of view of the company. It's like, “Well, we want to tell you about what we're doing, about our product, about how we help you. The best blogs I've seen out there that are passed around are blogs that teach, educate, get the company out of it and put the customer in front. (Clare Price)
(13:27-20:40)
The discussion dissects the contrast between widely perceived blog-centric content and its actual impact on B2B buyers. While blogs are often associated with content, the reality, as depicted in the chart, reveals that only 24% of B2B buyers find blogs valuable. Alex and Clare emphasize the importance of creating content that doesn't feel like a sales pitch but serves to educate and engage the audience.
The conversation takes an engaging turn as they address the challenges of producing mediocre content. Clare stresses the need for a deep understanding of the audience to craft targeted and resonant content. The duo also explores the impact of time constraints and quotas on content quality, acknowledging the struggle of content teams racing against deadlines.
The speakers conclude with a discussion on the necessity of involving subject matter experts in content creation and the reluctance of some marketers to engage directly with customers. Clare advocates for breaking down these barriers, emphasizing the importance of talking to customers to understand their needs and preferences truly.
Understanding the viewpoints of marketing and sales
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Marketing created a bunch of case studies, but they sit in some sort of marketing library that's very different than what salespeople use. There's that quote that 90% of marketing content never even gets used. (Alex Shevelenko)
(20:40-30:05)
The conversation delves into the concept of understanding the viewpoints of marketing and sales. Clare aptly describes it as "marketing looking at the forest, and sales looking at the tree." The need for marketers to adopt a sales-oriented mindset and salespeople to contribute their expertise to marketing content becomes evident for creating resonant, effective content.
Alex shares insights on the changing nature of the buyer's journey, emphasizing the need for a collaborative approach between marketing and sales. He discusses the challenges arising from disjointed tools, pointing out the disparity between marketing and sales tools. The struggle of salespeople trying to incorporate marketing content into their interactions with clients is highlighted, leading to disjointed and inefficient communication.
Clare introduces the distinction between marketing qualified leads (MQLs) and sales qualified leads (SQLs), emphasizing the need for customized content at different stages of the customer journey. The discussion explores the pitfalls of rigidly adhering to traditional pipeline models, especially in a world where customers engage with multiple products in a non-linear fashion.
Why Your Awesome Message Isn't Hitting Home
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Start with the relationship. Step back into the experience, then create the content that is going to truly create a new relationship. You can use a dating analogy. (Clare Price)
(30:05-35:09)
Clare brings a fresh perspective, suggesting we bid farewell to the era of heavy-text content. Instead, she proposes spicing things up with bite-sized serial videos – think Netflix series but for your business. Clare emphasizes that it's not just about the message. It's about crafting a complete experience.
In a world where customers crave more than just information, Clare advocates for starting with relationships. She draws parallels with dating, recommending a gradual approach – from a casual coffee meet-up to a cozy dinner and perhaps even a shared cooking experience.
Building B2B Relationships: More Than a Wall of Text
If I have nothing but a wall of text and not even a particularly good illustration, this is like a really long, boring date that I will never want to have another experience with. (Clare Price)
(35:09-41:39)
Alex introduces a thought-provoking concept inspired by "The Game", suggesting that, in a fast-paced digital era, creating diverse experiences can accelerate and deepen connections. Clare concurs, emphasizing the need to evolve beyond the traditional 'marriage proposal' approach, i.e., bombarding prospects with extensive content right from the start.
The duo explores the importance of nurturing relationships by building on previous interactions. Clare shares insights from the B2C realm, where brands adeptly use customer data to personalize experiences. She highlights the value of developing subsequent engagements based on a prospect's past preferences, mirroring how a successful date builds on shared interests.
Drawing from personal experiences, Alex critiques common B2B pitfalls such as cumbersome downloads and inaccessible content. He advocates for a more seamless approach that aligns with the prospect's level of interest.
In the B2B landscape, Clare underscores the importance of continuity, where each interaction builds upon the last, creating a deeper connection. Drawing a parallel to proposal software she illustrates how tracking buyer behavior allows for targeted follow-ups, turning insights into action.
Octain Growth Systems' roadmap-building technique
(41:39-46:36)
Clare talks about Octain Growth Systems' roadmap-building technique that's all about exploring various options. The key takeaway: crafting a meticulously planned recipe for success beats the spaghetti-on-the-wall approach.
The conversation also delved into the importance of "digital body language" in B2B – understanding your customer is like deciphering a silent dance. Intelligent follow-ups, knowing when to make your move, and, equally important, when to hold back are the name of the game.
Clare shared some valuable insights on combating the shiny object syndrome, revealing Octain Growth Systems' three-fold strategy: strategy, execution, and automation.
Check the the episode's Transcript (AI-generated) HERE.
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Author
Experience-focused Leaders is the #1 Multimedia Podcast! We talk to senior business & tech leaders about the experiences that move forward organizations, customers and society at large. True to form, we mix audio, video, web and eBook formats to turn these authentic conversations into personalized nuggets you'll remember & use.
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