Transcript
WEBVTT
1
00:00:05.040 --> 00:00:08.429
Welcome back to be tob growth.
I'm Logan Lyles with sweetfish media. I'm
2
00:00:08.429 --> 00:00:13.509
joined today by Jason Saroda. He's
the head of Commercial Business Development for Magento
3
00:00:13.589 --> 00:00:17.989
and Marquetto for North America West at
Adobe. Jason, welcome to the show
4
00:00:18.030 --> 00:00:21.030
man. How are you doing today? I'm doing well. Thanks for having
5
00:00:21.030 --> 00:00:24.260
me on, Logan. Super excited
to connect with you. Absolutely. That
6
00:00:24.339 --> 00:00:29.179
might be the longest title I've ever
introduced anywhere on this show. You hold
7
00:00:29.219 --> 00:00:33.299
the record now. Man. It's
a big organization. You guys have a
8
00:00:33.340 --> 00:00:36.850
lot going on over there at Adobe. We recently had a member of the
9
00:00:36.890 --> 00:00:41.770
marketing team on talking about the big
pivot to taking adobe summit virtual this year.
10
00:00:41.770 --> 00:00:43.890
We'll have to link to that one
in the show notes. You guys
11
00:00:43.890 --> 00:00:46.770
have been up to a lot of
different things. We're going to be talking
12
00:00:47.369 --> 00:00:52.560
specifically for more of the the sales
and Business Development folks today how to handle
13
00:00:52.840 --> 00:00:58.200
inbound versus outbound leads differently, how
you approach scheduling, different vocabulary that you
14
00:00:58.280 --> 00:01:02.159
want to use. You manage a
large team and there's lots of coaching that
15
00:01:02.240 --> 00:01:04.269
you're doing. But before we get
into that, Jason, I'm curious we
16
00:01:04.390 --> 00:01:08.950
get to know a lot about our
guests with some fun questions. Do you
17
00:01:10.030 --> 00:01:14.189
like pineapple on your pizza or is
that a big no in your household?
18
00:01:14.790 --> 00:01:17.829
That's a big, big, big
yes actually in my how I am with
19
00:01:17.989 --> 00:01:21.260
you, man. I am team
Pineapple, team pineapple. I love the
20
00:01:21.299 --> 00:01:23.819
wine pizza all the way. I
love it, man. Now that we
21
00:01:23.859 --> 00:01:26.340
got that and way, why do
you think this is an important topic,
22
00:01:26.379 --> 00:01:33.250
especially for bdrs, SDRs and sales
people in general, to not go kind
23
00:01:33.250 --> 00:01:37.930
of through some of the same motions
that you would with an inbound lead versus
24
00:01:38.090 --> 00:01:41.810
an outbound lead? Why do you
think, on the whole, before we
25
00:01:41.890 --> 00:01:45.290
get into some of the tactics,
why is this important for sales people to
26
00:01:45.329 --> 00:01:49.040
be thinking about? I think it
all has to do with perspective and kind
27
00:01:49.079 --> 00:01:55.280
of how your approach and kind of
the timeline sales cycle. You know,
28
00:01:55.400 --> 00:01:59.959
communication and your strategy super important,
and kind of how you deal with inbound
29
00:02:00.000 --> 00:02:04.829
leads versus a bound leads. Lot
goes into your research process, educating different
30
00:02:04.989 --> 00:02:07.789
prospects. You know, your hand
off to sales. Everything is totally different
31
00:02:08.550 --> 00:02:15.099
and your expectations with sales raps,
recumdations with prospects, so so super important.
32
00:02:15.099 --> 00:02:20.020
To kind of how you approach that
business. Yeah, I saw a
33
00:02:20.180 --> 00:02:23.580
little bit of a debate the other
day on scheduling links. You know what's
34
00:02:23.819 --> 00:02:30.090
what's the quickest way to actually convert
folks? I've actually found that with inbound
35
00:02:30.129 --> 00:02:34.050
leads, one of the things I've
been doing is they've already raised their hand
36
00:02:34.250 --> 00:02:37.370
and said Hey, I want to
talk to you. So I've actually I
37
00:02:37.610 --> 00:02:40.770
picked this up from Sarah Brazier at
Gong in a Linkedin Post that she did
38
00:02:42.250 --> 00:02:46.039
just directly sending a meeting invite,
and then I have a template that says,
39
00:02:46.039 --> 00:02:47.520
Hey, if I picked the bad
time, feel free to send me
40
00:02:47.560 --> 00:02:51.719
your lane or here's mine. So
I give them kind of two outs,
41
00:02:51.759 --> 00:02:53.800
but I try to make it super
easy for them. I wouldn't do that
42
00:02:54.039 --> 00:02:58.400
with an outbound lead. But is
that the sort of thing like if we
43
00:02:58.479 --> 00:03:02.069
dig into scheduling, some of those
nuances that you're coaching reps on? Yeah,
44
00:03:02.229 --> 00:03:06.870
I definitely think that's a great idea. I actually do recommend. I
45
00:03:06.909 --> 00:03:10.189
wouldn't blindly send like an invite over
for outbound right in the beginning, but
46
00:03:10.229 --> 00:03:13.819
if you're having trouble, if you
staff a few messages, I actually do
47
00:03:13.979 --> 00:03:16.500
recommend doing that and it's kind of
you're setting up the person, you're making
48
00:03:16.500 --> 00:03:21.780
their lives easier. So definitely by
setting a time, having it you know,
49
00:03:22.419 --> 00:03:24.500
here's a place on my calendar that
works for you. It's all about
50
00:03:24.500 --> 00:03:29.849
making that customer experience that much easier
for them, so you're more likely to
51
00:03:29.930 --> 00:03:31.849
get that meeting and also lie likely
for the prospect it goes to you.
52
00:03:32.250 --> 00:03:36.729
So definitely recommend doing that as well. Yeah, absolutely. And just to
53
00:03:36.810 --> 00:03:39.810
qualify for anybody saying I'd never send
a blind meeting request to, you know,
54
00:03:39.889 --> 00:03:43.960
a cold prospect that I've been going
out bound to, we're saying like
55
00:03:44.400 --> 00:03:47.319
they've said yes, but they just
haven't booked the time yet, because you
56
00:03:47.400 --> 00:03:51.599
might think that it's presumptuous, you
might think that it's even rude. But
57
00:03:52.000 --> 00:03:54.789
I posted about this on Linkedin the
other day and people were chiming in that
58
00:03:55.030 --> 00:03:59.229
they've been doing this or they love
when people do this because it takes the
59
00:03:59.270 --> 00:04:01.629
thinking out of it, because then
your prospect just looks like, Oh,
60
00:04:01.629 --> 00:04:05.229
yeah, that does work for me. Now don't do it for tomorrow and
61
00:04:05.629 --> 00:04:09.069
think about the fact that, oh, Jason's on the West Coast, I
62
00:04:09.150 --> 00:04:13.539
probably shouldn't hit send him something for
eight am Eastern. Right, think about
63
00:04:13.740 --> 00:04:15.500
those things and make it easy for
them, because there's some ways to make
64
00:04:15.579 --> 00:04:18.740
some missteps. They're right. Yeah, no, it's definitely true. It
65
00:04:18.860 --> 00:04:24.730
definitely true. Differently scheduling inbound versus
outbound. You know it's inbound. You
66
00:04:24.810 --> 00:04:28.129
know they're coming to their awareness is
that much more. You know, there's
67
00:04:28.129 --> 00:04:31.250
already built in trust. They're coming
to directly excited. Most of the time,
68
00:04:31.370 --> 00:04:34.529
there's a lot of pain points already
built into it. They're more eager
69
00:04:34.569 --> 00:04:38.329
to hop on the phone versus,
you know, an outbound when you're scheduling,
70
00:04:38.370 --> 00:04:42.480
might be something that you just need
to set a specific time. You
71
00:04:42.519 --> 00:04:46.120
know, make their lives easier and
just set it up for them so they
72
00:04:46.160 --> 00:04:48.720
don't have to think twice about it. Yeah, so you would say this
73
00:04:49.000 --> 00:04:53.389
new way of all right, I
have someone who's engaged, whether their outbound
74
00:04:53.389 --> 00:04:57.149
or inbound, that really the default
should be to just go ahead and send
75
00:04:57.189 --> 00:05:00.829
a meeting invite. But it's actually
going to be. It's actually even more
76
00:05:00.870 --> 00:05:04.670
important with that outbound person because you're
having to overcome more friction, whereas the
77
00:05:04.670 --> 00:05:08.500
inbound person would be like, Hey, I've already done this to come to
78
00:05:08.579 --> 00:05:11.740
you. I don't mind clicking a
link and picking a time, but if
79
00:05:11.779 --> 00:05:15.699
it's outbound, they're they're just mildly
interested. Right. Yeah, especially because
80
00:05:15.699 --> 00:05:19.579
it's all comes out as to psychology
as well, especially for a bound since
81
00:05:19.579 --> 00:05:24.170
you're kind of building that trust and
awareness. If you said an invite out
82
00:05:24.250 --> 00:05:29.129
you know it's a lot of people
don't like to decline something or to client
83
00:05:29.170 --> 00:05:31.490
reject somebody. So it's a lot
easier just to click and accept button versus
84
00:05:31.889 --> 00:05:36.279
cold calling somebody. So when I
recommend, I always tell my my bdrs
85
00:05:36.319 --> 00:05:39.800
to when you're on the phone on
the goal is try to get that scheduled
86
00:05:39.879 --> 00:05:42.439
meeting. So if you get them
other phone for a second, send them
87
00:05:42.480 --> 00:05:45.879
an invite immediately or send them and
just try to get that time a good
88
00:05:45.920 --> 00:05:49.870
placeholder. Is that something you guys
implemented recently or is that kind of always
89
00:05:49.910 --> 00:05:54.470
been your mo for for a while? Just curious if you guys turn that
90
00:05:54.550 --> 00:06:00.310
on recently and if you saw kind
of any direct correlation to show rates or
91
00:06:00.550 --> 00:06:03.300
meeting booked rates anything like that.
Jason, I definitely was something when new.
92
00:06:03.300 --> 00:06:06.300
We tried, I would think,
the last year to seeing that these
93
00:06:08.060 --> 00:06:12.420
ghosting rate has definitely declined since we've
done this kind of strategy, it's more
94
00:06:12.500 --> 00:06:15.699
likely that person's actually going to stick
to showing up versus. You know,
95
00:06:16.259 --> 00:06:18.610
here's what that words. Maybe you're
on the phone with them and setting the
96
00:06:18.810 --> 00:06:21.610
actually setting them invite. While you're
on the phone with them. It's kind
97
00:06:21.610 --> 00:06:25.209
of like, Hey, this is
what we just discussed. You're laying out
98
00:06:25.209 --> 00:06:29.449
the next steps. So establishing the
next steps super important and kind of laying
99
00:06:29.490 --> 00:06:31.769
that groundwork for you for, you
know what we're going to discuss the next
100
00:06:31.810 --> 00:06:34.160
phone call. Yeah, so I
would say, you know, this first
101
00:06:34.160 --> 00:06:39.040
tip on scheduling of not waiting for
them to book something, even if you
102
00:06:39.079 --> 00:06:42.879
do have a convenient link via,
you know, outreach, your mix Max
103
00:06:42.920 --> 00:06:46.509
or hub spot or whatever tool you're
you're using, but just going straight to
104
00:06:46.709 --> 00:06:50.029
sending. That can work really well
with inbound and outbound, as long as
105
00:06:50.069 --> 00:06:54.389
they've raised their hand to some degree. Now, one of the things in
106
00:06:54.550 --> 00:06:58.149
one of our last conversations offline,
Jason, you were talking about that you're
107
00:06:58.230 --> 00:07:04.540
coaching reps to handle inbound versus outbound
first call conversations a little bit differently in
108
00:07:04.740 --> 00:07:10.540
the vocabulary that you're using, and
this is something that Kevin Dorsey Kd.
109
00:07:11.300 --> 00:07:15.060
I love here and him kind of
break down different vocabulary, different cadences,
110
00:07:15.100 --> 00:07:17.009
stuff like that. I nerd out
on this sort of stuff. So what's
111
00:07:17.050 --> 00:07:23.129
been big for you as far as
coaching on vocabulary, inbound versus outbound,
112
00:07:23.170 --> 00:07:28.850
with your with your teams lately?
Yeah, I would definitely say vocabulary super
113
00:07:28.930 --> 00:07:33.439
important, especially when you're going in
convert into a conversation. They may not
114
00:07:33.560 --> 00:07:38.519
be super technical or they may be
super technical, different person as you're talking
115
00:07:38.639 --> 00:07:42.680
to. So for apt bound conversations
I usually don't you know, there's usually
116
00:07:42.800 --> 00:07:46.709
not built in trust already. There's
not as much awareness. So I usually
117
00:07:46.829 --> 00:07:48.829
tell people don't say hey, there's
a project, don't say hey, what,
118
00:07:49.189 --> 00:07:51.550
what do you know? There's never
a project ready. You're kind of
119
00:07:51.550 --> 00:07:57.149
creating that project. Or if,
basically, if you're using certain industry words.
120
00:07:57.470 --> 00:08:00.939
So like, for example, I
sell ecommerce software, so I wouldn't
121
00:08:00.939 --> 00:08:03.420
necessarily always go out it for outbound
a hey, what's your what you know?
122
00:08:03.420 --> 00:08:07.779
I wouldn't use the word ECOMMERCE too
early because a lot of people may
123
00:08:07.899 --> 00:08:11.980
just comes off to aggressive or to
sales and people can easily run away.
124
00:08:11.980 --> 00:08:15.050
So I almost would be very broad
and kind of when you're reaching out out
125
00:08:15.089 --> 00:08:16.490
bound, saying, you know,
I want to learn about your digital strategy.
126
00:08:16.569 --> 00:08:20.329
What are your goals? You know, we're here to help transform your
127
00:08:20.769 --> 00:08:24.370
customer experience and how can I help? And definitely way more compultative versus,
128
00:08:24.569 --> 00:08:28.079
you know, inbound you can usually
they're coming to you, there's tries built
129
00:08:28.199 --> 00:08:33.120
in, maybe there's some awareness familiarity
and you can definitely use some more words
130
00:08:33.159 --> 00:08:37.440
that are more specific to your product
because they're coming to you versus I wouldn't
131
00:08:37.440 --> 00:08:41.509
necessarily use the super specific on your
product yet until you kind of learn about
132
00:08:41.509 --> 00:08:45.909
their pain points and goals and then
you can kind of pivot to how your
133
00:08:45.950 --> 00:08:48.549
product can help solve their problems.
Yes, especially when you have a pretty
134
00:08:48.549 --> 00:08:52.350
large portfolio like you guys. To
write. It becomes even more important when
135
00:08:52.350 --> 00:08:58.500
you've got different solutions and it's not
just hey, we sell this sales engagement
136
00:08:58.539 --> 00:09:03.179
platform or this proposal solution, especially
with the teams that you guys have,
137
00:09:03.620 --> 00:09:07.059
you have to take that consultative approach. So even being more careful about that
138
00:09:07.299 --> 00:09:11.889
with without bound so that it doesn't, Hey, I'm just pigeonhole in you
139
00:09:11.009 --> 00:09:16.570
to see if you're looking for marketing
automation yet right. Yeah, and usually
140
00:09:16.690 --> 00:09:20.970
in definitely, usually it's definitely more
strategic when you're talking about vocabulary and which
141
00:09:20.970 --> 00:09:24.039
when you're outbounding it's most of the
time they should always be fitting your your
142
00:09:24.080 --> 00:09:26.919
ideal customer profile, but if it's
in bound, they not necessarily may not
143
00:09:28.000 --> 00:09:31.840
be a fit. You know,
qualifying in and out more quickly is definitely
144
00:09:31.879 --> 00:09:33.679
going to save you a lot of
time. But when you're using certain words
145
00:09:33.720 --> 00:09:37.639
outbound that you're going you know they're
they should, they are definitely a fit
146
00:09:37.720 --> 00:09:39.629
when you're going after the map.
Yeah, let's dig in there a little
147
00:09:39.669 --> 00:09:43.509
bit, Jason, because that's been
something that's really top of mine. For
148
00:09:43.590 --> 00:09:46.509
me because I'm a sales team of
one hero at sweet fish we generate a
149
00:09:46.909 --> 00:09:52.110
lot of inbound, partially because podcasting
is is really hot right now and and
150
00:09:52.629 --> 00:09:56.940
personally because James and the team we're
doing a great job of building brand before
151
00:09:56.940 --> 00:10:00.740
I ever joined. So we're fortunate
in that way. At the same time,
152
00:10:00.779 --> 00:10:03.220
we want to get really good,
like you said, at qualifying in
153
00:10:03.379 --> 00:10:09.049
and out very quickly. What are
some pieces of advice that you give for,
154
00:10:09.409 --> 00:10:13.529
you know, maybe in bound drs
were he's that are taking in whoever
155
00:10:13.529 --> 00:10:16.409
it is taking in bound leads and
it's really important to qualify in or out.
156
00:10:16.690 --> 00:10:18.730
But you also don't want to.
You want to make sure that you
157
00:10:18.809 --> 00:10:22.720
don't like make it feel like are
you big enough for us? Like I
158
00:10:22.840 --> 00:10:26.840
don't, I don't want to deal
with you, because you can really rub
159
00:10:26.919 --> 00:10:28.960
someone the wrong way. That could
be a great opportunity. How do you
160
00:10:30.039 --> 00:10:33.720
coach on striking that balance? Jason? I think the biggest balance is really
161
00:10:33.759 --> 00:10:37.429
funny out like what are the prospects, long term goals? Like? I
162
00:10:37.509 --> 00:10:41.190
definitely always approach like what what do
you really want to do and what do
163
00:10:41.470 --> 00:10:43.950
they want to accomplish? If they're
looking safe, for example, if we're
164
00:10:43.990 --> 00:10:48.269
selling a, you know, a
very expensive software or more for enterprise or
165
00:10:48.309 --> 00:10:52.220
mid market in the company is not
really looking to grow, or they're,
166
00:10:52.379 --> 00:10:54.460
you know, they are not having
certain pain points, so maybe they're not
167
00:10:54.500 --> 00:10:58.700
a fit and maybe maybe a different
type of software is a better fit that's
168
00:10:58.779 --> 00:11:03.220
less expensive, and it just depends
on what they're experiencing. If they're if
169
00:11:03.259 --> 00:11:07.769
their goal is to go international,
grow to the next level, reach a
170
00:11:07.889 --> 00:11:13.250
six figures or even even bigger than
definitely you can have that conversation like how
171
00:11:13.409 --> 00:11:16.610
big do you want to get versus
you know what pain points you're having as
172
00:11:16.649 --> 00:11:20.759
well. Yeah, that's a really
good point. So tactically that probably changes
173
00:11:20.799 --> 00:11:26.519
your question from how many employees do
you have versus that. Right, what's
174
00:11:26.559 --> 00:11:28.519
your team like now and what are
some of the goals that you guys are
175
00:11:28.559 --> 00:11:33.110
moving towards in in two thousand and
twenty one? Right, exactly. Yeah,
176
00:11:33.429 --> 00:11:37.470
I love that. So let's talk
about because research is obviously really important
177
00:11:37.470 --> 00:11:41.149
in both inbound and outbound, and
there's always this debate, right, how
178
00:11:41.190 --> 00:11:46.539
much do you do to improve that
experience and and add some velocity to your
179
00:11:46.580 --> 00:11:50.820
sales cycles? But if you're doing
so much to try and add velocity,
180
00:11:50.820 --> 00:11:54.299
you don't have enough time for enough
meetings for that velocity to actually translate into
181
00:11:54.379 --> 00:11:58.500
anything. So talk to us a
little bit about striking that balance, maybe
182
00:11:58.620 --> 00:12:03.610
first withoutbound, and then we could
talk about inbound, especially if you're you're
183
00:12:03.610 --> 00:12:07.250
not necessarily having that first qualifying call, but you have you've had some sort
184
00:12:07.289 --> 00:12:13.049
of set up for in decent qualification
and you're having that first really, you
185
00:12:13.129 --> 00:12:18.480
know, indepth discovery call. Let's
talk about outbound first, in balancing the
186
00:12:18.679 --> 00:12:22.919
need for research and the number of
hours in the day. No, it's
187
00:12:24.080 --> 00:12:28.519
definitely a very true and I think
drs can definitely go down a rabbit hole
188
00:12:28.559 --> 00:12:31.750
of research easily where you're like,
I know how much research is enough,
189
00:12:31.990 --> 00:12:37.190
but I definitely recommend Max three four
minutes per prospect. I would say,
190
00:12:37.269 --> 00:12:41.350
you know, you definitely for outbound
it. There comes a point where or
191
00:12:41.389 --> 00:12:43.590
you know, you can look them
on Linkedin. You can look through sales
192
00:12:43.629 --> 00:12:46.659
course, to see the context and
the history of if we spoke to them,
193
00:12:46.740 --> 00:12:50.259
of that, or understanding their language
and history, and that that's a
194
00:12:50.340 --> 00:12:54.220
separate side research where you just understanding
an industry versus going after a specific prospect.
195
00:12:54.340 --> 00:12:58.370
If you're going after a specific protect
you should have done understanding. You
196
00:12:58.450 --> 00:13:03.250
know that the industry already kind of
understanding that perspective, so you can talk
197
00:13:03.370 --> 00:13:07.529
their language. I would say that
that's like a separate research. But when
198
00:13:07.529 --> 00:13:09.690
you're just going after a prospect,
three or four minutes, you just want
199
00:13:09.690 --> 00:13:13.879
to be effective. You don't want
to spend all your time researching and then
200
00:13:13.440 --> 00:13:18.159
well, an hour goes by and
you're just down this rabbit hole and and
201
00:13:18.240 --> 00:13:22.799
you left one voice mail and and
that's it. Right. Yeah, exactly,
202
00:13:22.840 --> 00:13:24.759
exactly. So when in doubt,
if you're not sure, just try
203
00:13:24.759 --> 00:13:26.750
it. You know you're going to
learn from it and you learn from your
204
00:13:26.789 --> 00:13:30.990
mistakes, so why not try it? If the three or four minutes and
205
00:13:31.070 --> 00:13:33.710
then you'll get better. Maybe you
spoke to somebody in the manufacturing industry and
206
00:13:35.149 --> 00:13:37.669
you realize it didn't do enough research, but then you're going to learn from
207
00:13:37.669 --> 00:13:39.149
that one and then you're going to
gain that knowledge for the next one.
208
00:13:39.230 --> 00:13:41.940
So it's just going to the research
will be less and less over time,
209
00:13:41.980 --> 00:13:46.139
as you're just going to gain that
knowledge over time. Yeah, absolutely.
210
00:13:46.460 --> 00:13:50.379
Now let's switch gears and talk about
inbound research. Obviously these are these are
211
00:13:50.419 --> 00:13:54.059
pretty qualified folks. These are folks
that have raised in their hand and they're
212
00:13:54.100 --> 00:13:58.330
they're coming right to you. So
my feeling is you want to be doing
213
00:13:58.370 --> 00:14:01.850
a little bit more research, because
it's not, you know, on the
214
00:14:01.929 --> 00:14:05.690
other end of that research is not
potentially a ghosted email or just a voicemail,
215
00:14:05.730 --> 00:14:09.039
or maybe getting lost in a phone
tree that I've been there before,
216
00:14:09.200 --> 00:14:13.240
like spent thirty minutes researching and then
you get lost in a phone tree and
217
00:14:13.320 --> 00:14:16.559
then it's like, do I even
come back to this one the next day?
218
00:14:16.639 --> 00:14:18.200
Do I remember much of the research
that I did, that sort of
219
00:14:18.200 --> 00:14:22.559
stuff. But within bound pretty much
all the research that you do is going
220
00:14:22.759 --> 00:14:26.909
to be effective if you do it
effectively. So you know the three to
221
00:14:28.029 --> 00:14:31.870
four minute rule for outbound. What's
kind of you your rule and maybe some
222
00:14:31.990 --> 00:14:35.429
of the tools that you guys have
found effective for your folks handling inbound leads?
223
00:14:35.629 --> 00:14:39.620
Where do they go first and how
much time you recommending they spend for
224
00:14:39.779 --> 00:14:43.019
inbound leads? When it comes to
research, yeah, I would sink.
225
00:14:43.059 --> 00:14:48.299
The first thing I always tell bedrs
is whatever marketing automation platform you're using,
226
00:14:48.299 --> 00:14:52.210
hopefully Marquetto, but whatever marketing platform
you're using, I would definitely first thing
227
00:14:52.250 --> 00:14:56.210
is look at the interesting moments,
you know, see what they're actually researching,
228
00:14:56.330 --> 00:14:58.409
what topics, because then you can
kind of gear your approach to to
229
00:14:58.570 --> 00:15:03.850
what pain points they're having. Maybe
they're reading a specific article, maybe it's
230
00:15:03.929 --> 00:15:07.600
a seasonal thing, maybe it's an
industry thing. That's the number one thing
231
00:15:07.000 --> 00:15:09.919
for short of focus on. But
also understanding their role. You know,
232
00:15:11.360 --> 00:15:16.080
CMO, or CIO or CTEO.
Everyone's going to have a different perspective and
233
00:15:16.200 --> 00:15:20.080
pain point. So I think understanding
their persona is super important and what industry
234
00:15:20.080 --> 00:15:24.950
they're coming from and seeing what customers
you have that are maybe competitors to them
235
00:15:24.470 --> 00:15:28.870
or into similar, you know,
situations then that you can kind of talk
236
00:15:28.909 --> 00:15:31.549
about while you're on the phone with
them. So definitely really important to be
237
00:15:31.669 --> 00:15:35.309
a research yeah, that's a really
good point. I like that low hanging
238
00:15:35.389 --> 00:15:39.860
fruit of checking in with your marketing
automation or any other sort of content hub
239
00:15:39.940 --> 00:15:43.779
where you can see what are they
engaging with, how much time have they
240
00:15:43.779 --> 00:15:46.860
spent, so that you're not,
you know, one you're not wasting time
241
00:15:46.860 --> 00:15:50.610
talking about stuff that maybe they've already
consumed, but you're also trying to pick
242
00:15:50.610 --> 00:15:54.330
up the conversation so that it feels
like a smooth handoff from marketing to sales.
243
00:15:54.529 --> 00:15:58.610
Right, if marketing is doing a
great job of nurturing that lead and
244
00:15:58.649 --> 00:16:03.440
has brought them to you, do
marketing a favor and learn from that interaction
245
00:16:03.480 --> 00:16:07.080
and, I. Engagement. That
is pretty easy for you to be able
246
00:16:07.120 --> 00:16:11.360
to get out of Marquetto or any
other marketing automation platform that you've got access
247
00:16:11.399 --> 00:16:14.200
to, and I really like,
you know, breaking it down then by
248
00:16:14.320 --> 00:16:18.909
roller persona and by industry, because
I think it was a long form article
249
00:16:18.990 --> 00:16:22.669
on linked in a while back.
I saw from Chris Arlaw, may have
250
00:16:22.750 --> 00:16:26.990
been like a year ago, how
social proof can really backfire on you,
251
00:16:26.470 --> 00:16:30.269
and the way that that happens is
when you use the wrong social proof.
252
00:16:30.309 --> 00:16:34.460
If you start talking about well,
this organization, you know, we did
253
00:16:34.580 --> 00:16:37.419
this and this and this and delivered
these amazing results, and I don't care
254
00:16:37.460 --> 00:16:41.940
if you did fivezero percent Roi and
thirty days. If they're, you know,
255
00:16:42.019 --> 00:16:47.370
a small manufacturer and you're talking about
a fortune five hundred tech company,
256
00:16:47.889 --> 00:16:49.970
it's going to fall on deaf ears
and it's actually going to show the prospect
257
00:16:51.009 --> 00:16:55.330
that you don't really understand them.
So taking that time to look at the
258
00:16:55.330 --> 00:16:59.529
content they're consuming, looking at their
role in their industry and what sort of
259
00:16:59.649 --> 00:17:02.960
wins can I talk about and what
sort of questions can I ask so that
260
00:17:03.000 --> 00:17:07.119
I can say, well, that
sounds a lot like that Dada, this
261
00:17:07.279 --> 00:17:10.160
CFO, that you know, it's
a great, you know, raving fan
262
00:17:10.240 --> 00:17:12.440
of ours, all that sort of
stuff. So I think it sets you
263
00:17:12.480 --> 00:17:17.190
up to use the right social proof. Would would you say that's fair,
264
00:17:17.269 --> 00:17:21.069
chase? Yeah, no, that's
definitely fair. It's definitely going to affect
265
00:17:21.269 --> 00:17:23.390
your approach with them and also in
your education with them, because a lot
266
00:17:23.390 --> 00:17:26.910
of times prospects don't know what they
don't know and you maybe have to educate
267
00:17:26.990 --> 00:17:32.180
them in a specific way. Maybe
they having no specific types of pain points
268
00:17:32.220 --> 00:17:37.660
and your solution can solve multiple pains. So it's definitely really important to understand
269
00:17:37.420 --> 00:17:41.619
certain industries have different problems and understanding
kind of your mindset going into it and
270
00:17:41.660 --> 00:17:47.609
their perspective on it. So definitely
hearing their stories and kind of their background
271
00:17:47.650 --> 00:17:51.250
is super important. Yeah, Jason, this has been a great conversation.
272
00:17:51.369 --> 00:17:55.930
I love nerding out on, you
know, vocabulary process. I am one
273
00:17:55.970 --> 00:17:59.880
of those process driven sales guys,
so I love to break down stuff like
274
00:18:00.000 --> 00:18:03.359
this and I think you've given some
good rules of thumb with these three areas.
275
00:18:03.400 --> 00:18:07.799
At beer minimum, you want to
focus on research for inbound leads.
276
00:18:07.839 --> 00:18:10.880
Kind of pairs up with the three, two, four minute rule for of
277
00:18:11.039 --> 00:18:15.910
research for outbound leads and for anybody
who is not sending those meeting requests and
278
00:18:15.990 --> 00:18:19.990
making it easier on their prospects,
I highly encourage you to start doing that
279
00:18:21.029 --> 00:18:22.869
again. Make sure that it is
someone who has raised their hand, either
280
00:18:23.029 --> 00:18:26.339
in bound or outbound, and take
a look at linkedin and see if they're
281
00:18:26.339 --> 00:18:30.140
on the east coast or west coast
and don't send them something for six in
282
00:18:30.180 --> 00:18:33.180
the morning or six at night,
something like that. So those would be
283
00:18:33.220 --> 00:18:37.740
my caveats and my recommendation to folks
listening today. Speaking of listeners, Jason,
284
00:18:37.779 --> 00:18:41.140
if anybody listening to this would like
to stay connected with you, reach
285
00:18:41.220 --> 00:18:45.450
out jam on Business Development, sales
or anything like that, or just stay
286
00:18:45.490 --> 00:18:48.529
connected with you, what's the best
way for them to do that? Yeah,
287
00:18:48.609 --> 00:18:51.970
Linkedin is definitely great. I'm always
on there, you know, sending
288
00:18:52.009 --> 00:18:53.930
out great messages as well. So
please, please, feel free to reach
289
00:18:53.970 --> 00:18:57.720
out any questions, advice. More
than happy to chat. I love it.
290
00:18:57.759 --> 00:19:00.240
Jason, thank you so much for
being our guest on the show today.
291
00:19:00.240 --> 00:19:07.400
Man, thank you, loan,
I appreciate it. and Sweet Fish,
292
00:19:07.440 --> 00:19:11.470
we're on a mission to create the
most helpful content on the Internet for
293
00:19:11.630 --> 00:19:15.269
every job function in industry on the
planet, for the BB marketing industry,
294
00:19:15.430 --> 00:19:19.109
this show is how we're executing on
that mission. If you know a marketing
295
00:19:19.190 --> 00:19:22.589
leader, that would be an awesome
guest for this podcast. Shoot me a
296
00:19:22.710 --> 00:19:26.059
text message. Don't call me because
I don't answer unknown numbers, but text
297
00:19:26.140 --> 00:19:30.940
me at four hundred seven for and
I know three and thirty two eight.
298
00:19:30.259 --> 00:19:33.299
Just shoot me their name, maybe
a link to their linkedin profile, and
299
00:19:33.420 --> 00:19:37.299
I'd love to check them out to
see if we can get them on the
300
00:19:37.339 --> 00:19:37.609
show. Thanks a lot