Shows
B2B Marketing MindsetVendor or Trusted Advisor – What Are You?
Being a vendor sucks that’s not something that you should aspire to. You want to be a trusted advisor but how and why?
Well, worry, not because that’s what today’s episode is about why it sucks to be a vendor why it’s only slightly better to be a solution provider and how awesome it is to be a trusted advisor.
Will be covering the entry intricacies of each type of relationship, and how to transform your business relationships from low value to high value.
• Are you a vendor?
• Are yo...
2024-09-1931 minB2B Marketing MindsetWhat’s My Agency Worth?
Back in 2003 I had to shutter a seven figure marketing firm. I could have sold it but:
a) I was ignorant and thought that service businesses were hard to sell
b) personal tragedy had struck and I had to focus all of my energy on my family
Advisors all said “Your assets go down the elevator every night – there isn’t anything to sell.” They were wrong.
We had extensive operating manuals, contracts with F100 clients, a great team and a track record of cash flow.
Today we blow apart th...
2024-09-0553 minB2B Marketing MindsetMULTI-MILLION $$ ADVICE
My guest today has grown several companies from one employee to hundreds of millions in revenue in the Direct to Consumer niche and he’s spilling the beans on what works and what doesn’t.
We helped him make it happen on one of his companies and he’s a true master of growth, marketing, branding and how to leverage marketing and marketing agencies.
Bill Gates is not a serial entrepreneur. He had success once. (Malcom Gladwell calls him a “one-er”) – Jalem Getz has done it three times.
Hang with us for the next half ho...
2024-08-2956 minB2B Marketing MindsetAn Old School Marketing Hack
If you can only do one thing to improve marketing – this is that one thing.
This common sense tactic seems to be lost over time but it really makes the difference between failure and success when it comes to both sales and marketing.
Simply put, you need to talk to your customers. But if you don’t do it right, it will be a waste of time. Or worse, you’ll get data that leads to making the wrong decisions.
In Episode 109, I’m interrogating my co-host Bill Lowell about how to correctly survey c...
2024-08-2250 minB2B Marketing MindsetHow We Built Our Agencies
Bill and I have been in business continually for 34 years. In this episode we share the secret sauce that not only has kept us up and running but allowed us to gain significant clients and traction.
This isn’t an episode where we brag about how we got rich in the marketing business, how we travel around in private jets and own three mansions. We aren’t going to try to sell you a course to “get rich quick”.
We are going to tell you the truth – good, bad and ugly.
How we built our...
2024-08-1552 minB2B Marketing MindsetWhy CEOs Don’t Trust Marketing
Marketing people and agencies have a HUGE problem. Their approval rating is lower than Joe Biden’s (actually, lower than ANY president in history, airlines, home internet providers and my Aunt Mary’s meatloaf.) According to Harvard Review, 80% of CEO’s don’t trust marketers.
Today we are asking Paul Fioravanti to help us understand what’s going on here and how marketing agencies and related service business can build credibility and trust with client leadership. We’ll answer these burning questions and more:
Is there a trust issue with CEO’s?
Does the marketing...
2024-08-081h 07B2B Marketing MindsetConversion Secrets: Why Hubspot Personas Don’t Work
Today we share the five secrets to creating buyer personas that really connect with B2B buyers.
A typical buyers persona might read like this:
Male
Born in 1948
Raised in the UK
Married twice
Lives in a castle
Wealthy and famous
However, that persona applies equally to King Charles and Ozzy Osbourne. See the problem here?
We’ll be running down the particulars with Naomi Soman from Similarweb to help you create personas that strike the hearts of buyers.
Th...
2024-08-0141 minB2B Marketing MindsetHow PR Works To Build Credibility
Once again we tackle a mysterious subject to break it down and demystify public relations – how to score press for your agency or business.
There’s no secret to it – just good, old fashioned marketing.
Today’s guest is Shelly Schumacher from storied agency Nelson Schmidt in Milwaukee.
She’s going to share some sage advice to put you in the pages so you can get some of that sweet, sweet publicity.
The post How PR Works To Build Credibility appeared first on The B2B Marketing Mindset.
2024-07-2546 minB2B Marketing MindsetDriving The Sales Funnel With Video
There is little doubt that online video is dominating the algorithms on all platforms these days.
But how do you harness that dynamic to drive your sales funnel?
Today, we’ll be talking to Jeremy Shere from Expert Content Pros to understand how to use video to directly drive the funnel, how it works and new A.I. tools to make producing video more efficient.
The post Driving The Sales Funnel With Video appeared first on The B2B Marketing Mindset.
2024-07-1857 minB2B Marketing MindsetCOLD EMAIL VS. COLD CALLS
Are cold calls and/or emails dead? Or are you doing it wrong?
Today we talk to sales expert Louie Bernstein to get an understanding about these two outreach tactics that are widely misunderstood and misused.
Why cold email can be a big mistakeWhy cold calling is still effectiveThe post call emailThe Case for LinkedIn MessagingUsing Audio Messages in LinkedIn
The post COLD EMAIL VS. COLD CALLS appeared first on The B2B Marketing Mindset.
2024-07-1148 minB2B Marketing Mindset5 Skills Marketers Need in 2024
Today’s marketing landscape is changing by the week and we are sharing the top five skills you need to move up the ladder whether in a corporate job, an agency or to build a solid consulting career.
Our guest is Jerry Bernhart one of the top 1% of recruiters in the US and founder of Bernhart Associates Executive Search.
The top five skills to establish yourself as a successful marketing leader are:
AdaptabilityLeadershipChange ManagementCollaborationBusiness Acumen
The post 5 Skills Marketers Need in 2024 appeared first on...
2024-06-2753 minB2B Marketing Mindset3 MUST HAVE VIDEOS TO SUPERCHARGE YOUR SALES FUNNEL
There are three types of video that every business should feature to supercharge the sales funnel.
Today we are talking to Mark Wonderlin of Mosaic Media to get insight into how to leverage video in the sales funnel, the one video every business needs and more.
3 VIDEOS YOU NEED
MOST EFFECTIVE B2C FUNNELS
HOW CAN B2B USE VIDEO?
THE ONE VIDEO EVERY BUSINESS NEEDS
WHAT ARE DIFFERENT TYPES OF VIDEO
The post 3 MUST HAVE VIDEOS TO SUPERCHARGE YOUR SALES FUNNEL appeared first on...
2024-06-2042 minB2B Marketing Mindset5 CRINGE WORTHY BRAND MISTAKES – Stop Doing These Things Immediately
Welcome to episode #100. We are going to share the most cringe worthy mistakes businesses make when it comes to branding. These mistakes don’t just make you look dumb, they can hurt your business. Yet we see them all the time. We’ve got some examples of dumbness as well as some examples of how to get it right.
WHAT IS A BRAND?SKIP THE RESEARCHLACK CONSISTENCYCOPY COMPETITORSFAIL TO DELIVER ON YOUR PROMISEBEING CLEVER INSTEAD OF CLEAR
Stay tuned for ridiculous brand mistakes and more!
Th...
2024-06-1447 minB2B Marketing MindsetHOW TO USE VIDEO TO REACH MORE CUSTOMERS
There is a reason the use of video is proliferating across all platforms – it is the most effective tool to build credibility, show expertise and maximize algorithms.
Today we are talking to Jeremy Shere from Expert Content Pros about how to leverage video to grab your prospect’s attention, differentiate your business, how it works in the sales funnel and more. We’ll also share common mistakes and Jeremy’s recommended AI driven tools.
WHY VIDEO FOR ENGAGING PROSPECTS
HOW TO USE VIDEO TO DIFFERENTIATE
HOW TO USE VIDEO STRATEGI...
2024-06-0600 minB2B Marketing MindsetHow We Built a Multi-Million Dollar Agency in Just a Few Years
Have you recently started a marketing services business, agency or consultancy? Or maybe you’ve been in business a few years and have hit a ceiling in terms of growth. If so, you’ll want to pay close attention to today’s episode because I’m going to share how we went from a cramped office above an auto parts store to one of the hottest agencies in Milwaukee, billing over six million in fees.
Full disclosure – when we started our business, we were very good technicians but we had no idea how to drive growth, set pricing, ge...
2024-05-3134 minB2B Marketing MindsetCLIENTS FROM HELL AND 4 MORE COMPANY KILLERS
I can really relate to today’s program because I’ve faced these common company killing problems in my own business, and I’ve helped other consultants and marketing services firms overcome them.
What is interesting to me is that these problems are universal with companies as they go from scrappy start up to successful enterprise – unless they can’t solve them.
Then they end up on the crap pile of broken dreams.
This week we will share some very personal challenges we’ve faced in our 30+ years in business and how to overcome the...
2024-05-1743 minB2B Marketing MindsetSELLING BY HELPING – Don’t Be A Sales-hole
This week we are hanging out with Kenny Lange, an organizational and leadership coach, to talk about sales. Specifically, how to avoid the trap of traditional selling where you cajole, plead, bully, convince, push and stalk prospects.
Kenny says there is a better way and we agree. Tune in to find out a better way to sell – better for the prospect and better for your soul.
1. Build genuine rapport
2. Discover real challenge
3. Determine services alignment
4. Ask if they’d like help
5. Start with “No”
The post SEL...
2024-05-1055 minB2B Marketing MindsetUser Experience is Everything – How UX Drives Growth
User experience is a talked about a lot, and today we are getting into the finer points of UX with our special guest Jeannette Juetten.
User Experience – what is it?
Why is UE important?
How does research play a role in UE?
Why are personas important?
How does the user experience shape perception?
The post User Experience is Everything – How UX Drives Growth appeared first on The B2B Marketing Mindset.
2024-05-0646 minB2B Marketing MindsetNetworking Tips – Driving Referrals Through Relationships
Let’s talk about driving referrals through business networking feature networking master Artie Berne.
Don’t sit around and wait for the phone to ring. Personal interaction is back in vogue and in today’s episode we share the most effective ways to drive more referrals and position yourself and your business as the “go to” for whatever it is that you do.
The post Networking Tips – Driving Referrals Through Relationships appeared first on The B2B Marketing Mindset.
2024-04-1955 minB2B Marketing MindsetThe Future of Marketing: Inspired or Expired?
There is a lot of talk lately about the future of marketing – whether it’s A.I. or the ever changing algorithms of social media or whatever flavor of the week tech platform – we thought we’d go right to the source and talk to a young marketer to get the scoop.
On this week’s episode we talk to Julia – a recent college graduate about how her generation sees the industry.
The post The Future of Marketing: Inspired or Expired? appeared first on .
2024-04-1245 minB2B Marketing MindsetPerformance Marketing – Here’s How It Works
Performance marketing is all the rage but why do clients and agencies end up hating it?
You hire a marketing agency or firm for results. You feel like you are paying for those results. So it makes sense to only pay if those results are delivered. Right?
Wrong, my poor, summer child. That’s not how it works.
Today we discuss performance marketing – upsides and downsides. We’ll share how it can work – but most clients who insist on paying for performance end up hating the idea once they understand it.
In this...
2024-04-0533 minB2B Marketing MindsetAppeasement Vs. Results Marketing – What Do Clients Want?
I don’t know about you but when I buy expertise, I don’t want to be appeased – I want that expert focused on results and outcomes.
Yet so often marketers, digital agencies, consultants, et. al. are “yes men” – their primary goal is getting your money, not solving your problem.
This issue is seldom discussed but it’s huge because it’s very bad for clients who expect outcomes to end up with an agency or consultant that will deliver on any hair brained idea I might have just because they need to meet a sales quota....
2024-03-2938 minB2B Marketing MindsetRFP = EVERYBODY LOSES
RFPs or “Request For Proposals” are project announcements put out by companies outlining the “what” and “how” of a project they are looking to bring outside help on, with the expectation that firms looking to take up the project will “bid” on it, effectively making it a competition for who can get the job done for the lowest possible price.
In this week’s episode, we talk about the good, bad and ugly of the RFP process, share our experienced with this approach and whether or not it’s a fit for buying expertise.
For material goods, RFPs c...
2024-03-2245 min
B2B Marketing MindsetAre Trade Events Worth it? – in the Post COVID Age?
Some people love trade shows and some hate them. Few people actually leverage the unique opportunity in-person trade events deliver. In the Age Of Hand Sanitizer, we’ll share some ways you can leverage in person and virtual events to get the maximum return on your investment, with special guest Anna Bahr
1. Trade Shows: Still Relevant in Digital Age?
2. Key Elements to Trade & Event Success
3. How are industry events changing
4. Balancing traditional and virtual events
5. The Role of Technology
2024-03-1543 minB2B Marketing MindsetAre Trade Events Worth it? – in the Post COVID Age?
Some people love trade shows and some hate them. Few people actually leverage the unique opportunity in-person trade events deliver. In the Age Of Hand Sanitizer, we’ll share some ways you can leverage in person and virtual events to get the maximum return on your investment, with special guest Anna Bahr
1. Trade Shows: Still Relevant in Digital Age?
2. Key Elements to Trade & Event Success
3. How are industry events changing
4. Balancing traditional and virtual events
5. The Role of Technology
2024-03-1543 minB2B Marketing MindsetWelcome A.I. Overlords
Today’s guest is Tim Hayden from Brain+Trust and he’s schooling us on the real A.I. you need to be worried about (and it’s not ChatGPT or anything on the market – yet.)
Artificial Intelligence: what was once a plot point in many a science fiction story, is now shaping up to be the next biggest technological leap forward since the advent of the internet. So what does this mean for us “Organic Intelligences” and how we do business?
A.I. has become something of a catch-all term for a number of different tec...
2024-03-0843 minB2B Marketing MindsetWelcome A.I. Overlords
Today’s guest is Tim Hayden from Brain+Trust and he’s schooling us on the real A.I. you need to be worried about (and it’s not ChatGPT or anything on the market – yet.)
Artificial Intelligence: what was once a plot point in many a science fiction story, is now shaping up to be the next biggest technological leap forward since the advent of the internet. So what does this mean for us “Organic Intelligences” and how we do business?
A.I. has become something of a catch-all term for a number of different tec...
2024-03-0843 minB2B Marketing MindsetHow To Get More Referrals From Your Professional Network
Today’s special guest is Steve Harper, author, speaker, entrepreneur and networking master.
Steve is sharing his secrets and methods to drive more referrals and word of mouth for your business. We’ll talk about leveraging your professional network to build social capital and go from waiting for the phone to ring to deliberately driving opportunities.
1 Why build a professional network?2 What is social currency?3 Bring value first4 How it works (building social capital)5 The Ripple
2024-03-011h 03B2B Marketing MindsetHow To Get More Referrals From Your Professional Network
Today’s special guest is Steve Harper, author, speaker, entrepreneur and networking master.
Steve is sharing his secrets and methods to drive more referrals and word of mouth for your business. We’ll talk about leveraging your professional network to build social capital and go from waiting for the phone to ring to deliberately driving opportunities.
1 Why build a professional network?2 What is social currency?3 Bring value first4 How it works (building social capital)5 The Ripple
2024-03-011h 03B2B Marketing MindsetTwo Silver Bullets For Growth
It blows my mind that so many companies don’t know these two fundamental operational pieces that virtually ensure growth – or they do know, but execute them terribly. Bill and I talk about two Silver Bullets that make B2B companies grow. We’ll break each down so you understand how they work and share what we’ve learned from running our own B2B firms and working with hundreds of B2B clients to help them grow. Get these two things right and you’ll see profitable growth.
2024-02-2348 minB2B Marketing MindsetTwo Silver Bullets For Growth
It blows my mind that so many companies don’t know these two fundamental operational pieces that virtually ensure growth – or they do know, but execute them terribly. Bill and I talk about two Silver Bullets that make B2B companies grow. We’ll break each down so you understand how they work and share what we’ve learned from running our own B2B firms and working with hundreds of B2B clients to help them grow. Get these two things right and you’ll see profitable growth.
2024-02-2348 minB2B Marketing MindsetAdobe A.I. – False Advertising?
Today I yell at the sky about how companies like Canva and Adobe lie about their products, disparage the marketing industry and insult their customers by showing them as goofy goobers.
These advertisements depict using their tools effectively as so easy, a child (or room of dancing interns) can do it. We’re going to watch the ads on air and take Photoshop’s generative AI feature for a spin to see if it does what it says on the box.
2024-02-1642 minB2B Marketing MindsetAdobe A.I. - False Advertising?
Today I yell at the sky about how companies like Canva and Adobe lie about their products, disparage the marketing industry and insult their customers by showing them as goofy goobers.
These advertisements depict using their tools effectively as so easy, a child (or room of dancing interns) can do it. We’re going to watch the ads on air and take Photoshop’s generative AI feature for a spin to see if it does what it says on the box.
2024-02-1642 minB2B Marketing MindsetBringing In Outside Experts
Today we discuss the advantages of bringing in outsiders to your company to move decision making faster while making better decisions.
The concept is widely used by big companies but far fewer SMBs are familiar with the practice so they never think it’s an option.
Here’s a few reasons to bring in an outside facilitator:
Outside, Objective Perspective:
Facilitators bring an unbiased and neutral perspective to discussions and decision-making processes. They are not directly involved in the organization, allowing them to facilitate without conflicts of interest.
Saves Time...
2024-02-0942 minB2B Marketing MindsetBringing In Outside Experts
Today we discuss the advantages of bringing in outsiders to your company to move decision making faster while making better decisions.
The concept is widely used by big companies but far fewer SMBs are familiar with the practice so they never think it’s an option.
You can bring in someone, with or without domain expertise in your industry to facilitate faster, better decision making.
Consultants can be facilitators, but not many have the tools and capability to lead a client team to a specific outcome.
The facilitator brings the team to...
2024-02-0942 minB2B Marketing MindsetHow to Get Free Press – We Bust The Myths
Today we are unlocking the mysteries of how publicity and PR work to help you score some sweet press.
Do you find yourself wondering “Why do my competitors get press coverage – why not us?” Join us with Master Marketer of the Week Lisa O’Neil and find out what’s up with that.
Is “free press a thing?”
DIY or PR Partner?
What is the most important factor in getting coverage?
Why do press relations? (What they can expect from the effort)
How to leverage coverage to extend reach
Final Thoughts
2024-02-0250 minB2B Marketing MindsetHow to Get Free Press - We Bust The Myths
Today we are unlocking the mysteries of how publicity and PR work to help you score some sweet press.
Do you find yourself wondering “Why do my competitors get press coverage – why not us?” Join us with Master Marketer of the Week Lisa O’Neil and find out what’s up with that.
Is “free press a thing?”
DIY or PR Partner?
What is the most important factor in getting coverage?
Why do press relations? (What they can expect from the effort)
How to leverage coverage to extend reach
Final Thoughts
2024-02-0250 minB2B Marketing MindsetSales and Marketing Wars: Why Can’t We Just Get Along?
Today we are joined by the Master Marketer of the week Scott Thomas to talk about how to get the sales team to work with the marketing team like one big, happy family.
We’re breaking down five reasons things go south plus our final thoughts at the end where we bring it all together.
Different perspectives and incentives
Leadership sees sales as more important
No agreement on goals, definitions and data
Lead handoff too soon
Overall Lack of planning on both sides
Join us as we expand on these points and suggest some ways yo...
2024-01-1935 minB2B Marketing MindsetSales and Marketing Wars: Why Can't We Just Get Along?
Today we are joined by the Master Marketer of the week Scott Thomas to talk about how to get the sales team to work with the marketing team like one big, happy family.
We’re breaking down five reasons things go south plus our final thoughts at the end where we bring it all together.
Different perspectives and incentives
Leadership sees sales as more important
No agreement on goals, definitions and data
Lead handoff too soon
Overall Lack of planning on both sides
Join us as we expand on these points and suggest some ways yo...
2024-01-1935 minB2B Marketing Mindset5 Marketing Don’ts for 2024
This week we are giving the the five DON’Ts – there are probably a lot more than five but it’s a start. It’s 2024 – last week I talked about the five things you MUST do in 2024 to thrive in the post COVID market landscape where everything has changed – except how you do marketing. Since COVID the market for every product and service has changed dramatically. If you aren’t satisfied with the results of your GTM strategy in this episode and future episodes we’ll give you a roadmap to tune up your approach.
2024-01-1229 minB2B Marketing Mindset5 Marketing Don’ts for 2024
This week we are giving the the five DON’Ts – there are probably a lot more than five but it’s a start. It’s 2024 – last week I talked about the five things you MUST do in 2024 to thrive in the post COVID market landscape where everything has changed – except how you do marketing. Since COVID the market for every product and service has changed dramatically. If you aren’t satisfied with the results of your GTM strategy in this episode and future episodes we’ll give you a roadmap to tune up your approach.
2024-01-1229 minB2B Marketing MindsetWhat Works In 2024If you are still going to market essentially the same way you did in 2019 or earlier this year’s theme is “adapt or die”. I’m going to show you five “must do” marketing initiatives for 2024. Since COVID the market has changed dramatically – impacting every industry, every size company – at least those that survived. If you aren’t satisfied with the results of your GTM strategy in this episode I’ll give you a roadmap to tune up your approach.
2024-01-0422 minB2B Marketing MindsetWhat Works In 2024
If you are still going to market essentially the same way you did in 2019 or earlier this year’s theme is “adapt or die”. I’m going to show you five “must do” marketing initiatives for 2024. Since COVID the market has changed dramatically – impacting every industry, every size company – at least those that survived. If you aren’t satisfied with the results of your GTM strategy in this episode I’ll give you a roadmap to tune up your approach.
2024-01-0422 minB2B Marketing MindsetTalent – Leadership – Culture: With Special Guest Wade Allen
Today we are talking about the impact of TLC on marketing and sales – that’s Talent, Leadership and Culture not to be confused with TCB – Taking Care of Business. (That was Elvis). This is a big deal when it comes to hiring marketing and sales leadership. Wade’s company Cendea has a great process to make it work better.
2023-12-0845 minB2B Marketing MindsetHow to Drive More, Better B2B Leads – The Secret Marketers Won’t Tell You
Leads, people, LEADS! Today, we’re discussing the right way to go about business to business lead generation.
First things first: what is a lead?
Traditionally, when we’re talking about “leads” we’re referring to someone who has shown interest in your offering, and taken some type of action towards it.
This definition has sort of fallen out of vogue because “taking action” has become increasingly easy in the digital age, the bar to entry is too low. Someone downloading an information packet doesn’t mean they’re going to buy, it’s barely a step above h...
2023-12-0443 minB2B Marketing MindsetFocus Group Nightmares – How, When, and Why to Use Focus Groups
Today we are talking about focus groups. What they are, why and how to use them. Stay tuned as we share focus groups gone wrong and much more.
What is a Focus Group?
Fundamentally, a focus group is a group interview. Get a bunch of people together, show/tell them what you need feedback on, and document their responses. A facilitator guides the interview, asking questions and keeping things on topic, while allowing participants to bounce ideas off each other. This is qualitative data, and provides insight in how people respond to your company or...
2023-11-1740 minB2B Marketing MindsetAre Your Marketing Expectations Unrealistic?
In this episode of the B2B Marketing Mindset, we discuss marketing technology: what it is, how to use it, and when to use it.
Some businesses insist on jumping into the deep end of the proverbial marketing pool. Marketing technology has come a long way, and can be incredibly useful, but if you don’t do your homework, you’re just setting yourself up for failure.
2023-11-0639 minB2B Marketing MindsetThis is Why Prospects Don't Want to Talk to You.
Today we are talking about sweeping changes in the B2B market that affect every company and industry and why companies are almost universally seeing lower close rates, longer sales cycles and prospects that just don’t want to talk to them. There are big changes afoot. We’ll help you understand the dynamic and give you strategies to adapt and overcome.
2023-10-2743 minB2B Marketing MindsetAre You Measuring Marketing Wrong?
The old adage “a watched pot never boils” doesn’t apply to marketing; you need to actively monitor what you’re doing, and adjust your strategy accordingly. It seems obvious typed out, but the frequency with which companies will throw significant amounts of budget at marketing, sit around waiting for something to happen, then say “it’s not working” is startling. Listed below are some of the more tangible metrics to keep an eye on:
Key Performance Indicators (KPIs): Identify specific KPIs that align with your marketing goals. These could include website traffic, conversion rates, click-through rates, lead generation, soc...
2023-10-2000 minB2B Marketing MindsetHow to Prospect on LinkedIn (and How Not To)
Nine Best Practices to Use LinkedIn for Sales Prospecting
LinkedIn is a powerful platform for sales prospecting. Here are five effective ways to do it right.
Build a Strong Profile:
Your LinkedIn profile is your digital business card. Make sure it’s complete, professional, and showcases your expertise. A strong profile will attract potential prospects and build your credibility.
Know Your Target Audience:
Linkedin can help you reach your target customers but you first must have a detailed profile. A good profile includes industry, job title, company size, location and more. Personalize connection requests to explain wh...
2023-10-1345 minB2B Marketing MindsetShould Marketing Firms Offer Guarantees?
This is a sticky subject that upon which I hope I can shed some light. Clients often ask for a guarantee: “If I spend $ can you guarantee I’ll receive $$$?” It seems like a reasonable request. After all, clients look to marketing to help them grow their business and if an agency, firm or consultant is good, they should expect a return on their investment, right? Well, it’s not that simple. Do lawyers guarantee outcomes? Do doctors? Stock brokers? Is there anything in business that comes with a guarantee? Yet, I say yes, agencies should offer guarantees, it depends...
2023-10-0635 minB2B Marketing MindsetTales From The Darkside - Crazy Stories From 30 Years in Marketing
Today we are sharing some crazy stories from our many years in the marketing industry. Bill and I have worked together for three decades and we like to think we’ve seen it all. We’ve made every mistake imaginable and we like to think we’ve grown from the experience. Some of the stories are funny, others embarrassing and still others just bewildering. Join us as we take a journey back through the years to share lessons learned and the pure insanity that sometimes is the marketing business. No clients were hurt in the making of this episode. We thi...
2023-09-2946 minB2B Marketing MindsetProblematic Prospects: How to Handle Them With Finesse
Today we tackle a sticky subject – problematic sales prospects and how to handle them without losing the sale (unless they are REALLY problematic…) We’ve identified these six types of problematic prospects:
Control Freaks – people who absolutely NEED to control the process. It’s their way or the highway.
Know-it-alls – they know your offering better than you (or at least think they do)
Disrespectful of your time – Taking calls during a meeting, showing up late (or not at all), leaving early, etc.
Overly skeptical – 80% of CEOs don’t trust marketers, making earning that trust...
2023-09-2251 min2023-09-1542 min
B2B Marketing MindsetSix Red Flags When Hiring Marketers
One Size Fits All Approach: Beware of marketing firms or professionals who promote a one-size-fits-all approach to marketing. Every business is unique, and successful marketing strategies should be tailored to your specific industry, audience, and goals. If a marketing agency insists on applying the same strategy they use for all clients without considering your individual needs and circumstances, it’s a red flag. Effective marketing requires customization and adaptability to ensure your business’s success.
Too Good to Be True Pricing: When a marketing person or firm offers pricing that seems too good to be true, exercise caut...
2023-09-1329 minB2B Marketing MindsetWhat Is Thought Leadership? - Five Ways It Drives Success For Your Business
What is Thought Leadership?
Thought leadership refers to the position of being a recognized and authoritative source of innovative and influential ideas within a particular industry, field, or subject. A thought leader is someone who is considered an expert and visionary in their area of expertise and who often drives conversations, shapes opinions, and influences the direction of that field.
Thought leaders are often sought out for their opinions, advice, and expertise, and their ideas can have a significant impact on the decisions and strategies of individuals, organizations, and even entire industries.
Being a...
2023-09-0145 minB2B Marketing MindsetInterns For Marketing? - Opportunities and Mistakes
Definition of an Intern (In-Turn) is simply defined as an advanced student or recent graduateundergoing supervised practical training. The In-Turn means “it is a two-way street.” Both theemployer and the intern need to benefit.Benefits of an Internship (Top six – you pick your favorite three)
1. Potential Talent Pipeline – Internships can serve as a recruitment strategy, giving youthe chance to evaluate potential future employees before committing to a full-timeposition. More importantly, given the tough labor market, this could be ideal for somecompanies. Finally, 85 percent of companies utilize internsh...
2023-08-2535 minB2B Marketing MindsetIs Price The Most Important Thing?
I wish I had a nickel for every time I’ve had a client insist that “Price is the most important thing to customers!” According to thousands of research projects, they are simply wrong. When you ask clients what matters most, eventually they’ll mention price, but it’s generally not their #1 priority.
Quality and Reliability: This is usually at the top of people’s list. Buyers want products and services that consistently meet their standards and perform reliably over time.
Customer Support and Service: Strong customer support, technical assistance, and after-sales service are incredibly valuable. Sometimes things shake out in...
2023-08-2138 minB2B Marketing MindsetIs Elon Nuts? – How To Flush Billions In Equity
Transcript:
Welcome to the B2B Marketing Mindset, where every Thursday at 11 o’clock here on LinkedIn, we help small businesses get bigger, and medium sized businesses get bigger. I’m Pete Monfre, and today, my co host, Bill Lowell is on vacation. Word has it, he’s luxuriating in Mukwonago, Wisconsin in a large vat of cheese, so we’ll have to ask him about that next time. You know, there’s a lot of opinions out there (And you know what they say about opinions right?) about our buddy, Elon Musk, abruptly changing the name of Twitter...
2023-08-0724 minB2B Marketing MindsetHow Much Should Marketing Cost? – The Dangerous Guessing Game
Today we’re going to talk about the most boring of all boring subjects – money! Specifically how to tie the marketing budget to the outcome – what we call “Marketing Return on Investment or MROI”. It’s the difference between marketing being a cost center or a profit center. We’ll be talking about different budgeting approaches and some key considerations to find that balance on The B2B Marketing Mindset.” Let’s start with the premise – there are a lot of ways to set a marketing budget – most of them are fancy guessing. We’ll talk about the six ways companies tend to b...
2023-08-0729 minB2B Marketing MindsetThe B2B Marketing Mindset – Get Your Mind Right
Today Bill Lowell and I are discussing what it means to have a B2B Marketing Mindset and why it’s the foundation of marketing success.
Step 1: Get your mind right
• Attitude is everything
• Data driven
• Customer problems are king
• Think in the long term
• Know what makes you different
2023-08-0328 minB2B Marketing MindsetHow to Double Your Price - The Secret Key: Enhancing Value PerceptionWhat does “value” mean to you and your customers? Can you describe it? I think companies have flogged the word “value” to the point where we have practically lost track of what it actually means to develop, enhance, and deliver VALUE.It’s become a buzzword.Today we talk about the marketing mechanisms and methods to enhance value perception – how the market perceives your offering in terms of its value – however they define it. What is the difference between a $.25 Bic ballpoint pen and a $650 Montblanc? They both do exactly the same thing. How can there be such...
2023-07-1700 minB2B Marketing MindsetThe Truth About Consultants - How to Leverage an Expert for Fun and ProfitThis week’s podcast shares how to properly leverage subject matter experts or “consultants”. Too often clients unknowingly sabotage themselves with regard to deriving value from the work of the consultant, advisor or expert. They don’t know how to USE that third party expertise and apply it to their business in tangible ways. Much of this disconnect is how “consultants” are perceived by many people in the business world due to the poor practices of a few. I can say with confidence that the industry is not inherently shady. The consulting skill set can be used for good or for evil...
2023-07-1700 minB2B Marketing MindsetStupid Marketing Ideas - Stop the MadnessUH-OH. We are ruffling some feathers today talking about the dumbest, most vapid, lame brained, AND MOST COMMON boondoggles we see over and over again in our practice.“Dumb ideas are dumb.” ChatGPT
2023-07-1700 minB2B Marketing MindsetThings Your Customer Won't Tell YouIt’s always a good idea to talk to customers, get feedback, etc. but they don’t want to hurt your feelings so they withhold the most important information you need. The painful information. The stuff you need to improve.This is a psychological thing – people generally don’t want to hurt your feelings, so they are less likely to give negative feedback to someone they know. But what if you could unlock what’s in your customer’s mind?How would that impact revenue generation?
2023-07-1700 minB2B Marketing MindsetWhat Idea Do You Own In The Mind Of The Marketplace?This episode explains probably the absolute biggest concept that you must understand to have a growth company. And it’s the most misunderstood concept in marketing and sales. Bill Lowell and I untangle the great ball of yarn that is marketing in this video podcast.
2023-07-0600 minB2B Marketing MindsetIs Strategy Dead? (Again?)Not this sh!t again. I swear this get’s asked every six months by the industry rags. Has the “Lean Start Up” model of fail fast and iterate made “strategy” obsolete? Bill Lowell and I answer the question once and for all in this weeks video podcast, The B2B Marketing Mindset – every Thursday at 11am.
2023-07-0600 minB2B Marketing MindsetHow Not To Do LinkedIn: Are you doing this? Please Stop.
Today I’m going to share some of the most pathetic sales attempts in history from folks on LinkedIn. Then, I’ll share a much better way. Lazy, untargeted, generic sales pitches DON’T WORK. Here are a few other things that don’t work:
1. Thirst traps – I don’t care what you look like and I can tell when an image has been faked.
2. Your first message is all about you – what YOU want, what YOU sell, blah blah blah. I don’t care about you. (and neither do your prospects.)
3. No message at all o...
2023-06-2338 min
B2B Marketing MindsetToo Much or Not Enough? – How to Set the Marketing Budget
There are many ways to set sales and/or marketing budgets.
1. Arbitrary – Set on a number out of thin air or a percentage of sales 2. Historical – Based on what was spent in the past.
3. Data – Based on a deliberate process using Cost of Customer Acquisition and real world estimates If you know me, you know where I come down on this topic.
In this episode I’ll show you the tool we use to determine the RIGHT* marketing budget. *Depends on specific company circumstances, but one that doesn’t waste money (too much) or is too...
2023-05-1513 minB2B Marketing MindsetToo Much or Not Enough? – How to Set the Marketing Budget
There are many ways to set sales and/or marketing budgets.
Arbitrary – Based on a number out of thin air
Historical – Based on what was spent in the past
Cash Flow – Budget based on how much money we have right now
Data – Based on a deliberate process using Cost of Customer Acquisition and real world estimates.
In this episode, I’ll show you the tool my firm uses to figure out a marketing budget that not too high and not too low.
Unless you are doing the math, you are essentially guessing.
Why is this im...
2023-05-1513 minB2B Marketing MindsetHow Not To Do LinkedIn: Are you doing this? Please Stop.
Today I’m going to share some of the most pathetic sales attempts in history from folks on LinkedIn. Then, I’ll share a much better way. Lazy, un-targeted, generic sales pitches DON’T WORK. Here are a few other things that don’t work:
1. Thirst traps – I don’t care what you look like and I can tell when an image has been faked.
2. Your first message is all about you – what YOU want, what YOU sell, blah blah blah. I don’t care about you. (and neither do your prospects.)
3. No message at all o...
2023-05-0538 minB2B Marketing MindsetProfessional Facilitators: Deliver Better Outcomes
Bringing in an outside facilitator is often thought to be the domain of the Fortune 100/500 crowd, however many small and mid-sized businesses work with facilitators regularly in my experience. Having someone with specific skills in facilitation with added subject matter experience (for example a marketing facilitator) results in team collaborations that work. A skilled facilitator can deliver:
1. Improved team communication and collaboration: Helping team members communicate more effectively and collaborate better leads to better decision-making and more successful initiatives.
2. Increased productivity: A skilled facilitator can help teams stay on track and focus on their goals...
2023-05-0527 minB2B Marketing MindsetProfessional Facilitators: Deliver Better Outcomes
Bringing in an outside facilitator is often thought to be the domain of the Fortune 100/500 crowd, however many small and mid-sized businesses work with facilitators regularly in my experience. Having someone with specific skills in facilitation with added subject matter experience (for example a marketing facilitator) results in team collaborations that work. A skilled facilitator can deliver:
1. Improved team communication and collaboration: Helping team members communicate more effectively and collaborate better leads to better decision-making and more successful initiatives.
2. Increased productivity: A skilled facilitator can help teams stay on track and focus on their goals...
2023-05-0526 minB2B Marketing MindsetHow to Double Your Price – The Secret Key: Enhancing Value Perception
What does “value” mean to you and your customers? Can you describe it? I think companies have flogged the word “value” to the point where we have practically lost track of what it actually means to develop, enhance, and deliver VALUE.
It’s become a buzzword.
Today we talk about the marketing mechanisms and methods to enhance value perception – how the market perceives your offering in terms of i’s value – however they define it. What is the difference between a $.25 Bic ballpoint pen and a $650 Montblanc? They both do exactly the same thing. Ho...
2023-04-2041 minB2B Marketing MindsetHow to Double Your Price – The Secret Key: Enhancing Value Perception
What does “value” mean to you and your customers? Can you describe it? I think companies have flogged the word “value” to the point where we have practically lost track of what it actually means to develop, enhance, and deliver VALUE.
It’s become a buzzword.
Today we talk about the marketing mechanisms and methods to enhance value perception – how the market perceives your offering in terms of its value – however they define it. What is the difference between a $.25 Bic ballpoint pen and a $650 Montblanc? They both do exactly the same thing. How can there be such...
2023-04-2040 minB2B Marketing MindsetNet Promoter Score – Vanity Metric or Powerful Tool?
Today we are talking to Amy Erato of WE Benefits about the sometimes controversial Net Promoter Score (NPS) – what it is, how to use it and how she has leveraged it to improve the customer experience. The Net Promoter Score (NPS) measures satisfaction and loyalty by asking customers how likely they are to recommend your product or service to others on a sale of 0-10 – it’s quick, easy and has become somewhat controversial in terms of its value as a key performance indicator.
2023-04-1442 minB2B Marketing MindsetNet Promoter Score – Vanity Metric or Powerful Tool?
Today we are talking to Amy Erato of WE Benefits about the sometimes controversial Net Promoter Score (NPS) – what it is, how to use it and how she has leveraged it to improve the customer experience. The Net Promoter Score (NPS) measures satisfaction and loyalty by asking customers how likely they are to recommend your product or service to others on a sale of 0-10 – it’s quick, easy and has become somewhat controversial in terms of its value as a key performance indicator.
2023-04-1441 minB2B Marketing MindsetThe 22 Immutable Laws of Marketing
In this weeks Live LinkedIn podcast I talk about the game-changing book by Al Ries and Jack Trout called “The 22 Immutable Laws of Marketing” I cover a few of my favorite laws and address a viewers question about getting fired by their agency.
2023-04-1346 minB2B Marketing MindsetAppeasement Marketing VS Results Marketing?
Are your marketing people just trying to appease you? I’m blowing the lid of “yes men” in the marketing industry and why you need results not appeasement.
The Yes Man agrees with everything that has a paycheck attached to it. Imagine if you went to the doctor and said “Doc, you gotta help me. I need my leg amputated immediately to stop these headaches!”
Do you think the doctor is just going to say, “Let’s get that sucker off right now!” Of course not. He is going to jump right into his process to diagnose what’...
2023-04-1334 minB2B Marketing MindsetWhy Hackers Target WordPress
In this week’s episode we discuss how the threat from hackers and bad actors has filtered down to smaller companies. What used to be a concern only for the big guys and e-commerce folks has become a real threat to small business and not just e-comm.
Simply put – because it’s easy and WordPress is used everywhere.
In this week’s episode we discuss how the threat from hackers and bad actors has filtered down to smaller companies. What used to be a concern only for the big guys and e-commerce folks has become a real t...
2023-04-1332 minB2B Marketing MindsetLet’s Spin the Marketing Wheel of Despair!
Today I’m going to talk about probably the most common ways business owners absolutely hose themselves when it comes to marketing. We call it the Marketing Wheel of Despair. A good many of you are playing the game right now without knowing it.
Here’s what it looks like. Business owners and marketers move from one tactic to another trying to find the magic bullet. When one thing doesn’t work, they try the next thing. When that doesn’t work, they try the next thing. And round and round it goes. Sometimes for years.
Hire t...
2023-04-1326 min
B2B Marketing MindsetGetting the B2B Message Right
Every Thursday at 11am central, Bill Lowell and Pete Monfre Tell The Truth About Marketing.
In this ‘cast Bill Lowell and I discuss one of the biggest challenges in Business-to-Business marketing: Messaging.
Many companies struggle with communicating their true greatness to the market, and developing a clear message is crucial to successful marketing.
You’d think after so many years in the business, that developing a solid message for a given company would be easy, but frankly, it isn’t.
The main three boxes to check for a solid message is...
2023-04-0735 minB2B Marketing MindsetGetting the B2B Message Right
In this ‘cast Bill Lowell and I discuss one of the biggest challenges in Business-to-Business marketing: Messaging.
Many companies struggle with communicating their true greatness to the market, and developing a clear message is crucial to successful marketing.
You’d think after so many years in the business, that developing a solid message for a given company would be easy, but frankly, it isn’t.
The main three boxes to check for a solid message is:
Be different from competitors
Be super-relevant to customers pain
Be authentic to the value proposition
Differe...
2023-04-0733 minB2B Marketing MindsetThe Truth About Consultants – How to Leverage an Expert for Fun and Profit
This week’s podcast shares how to properly leverage subject matter experts or “consultants”. Too often clients unknowingly sabotage themselves with regard to deriving value from the work of the consultant, advisor or expert. They don’t know how to USE that third party expertise and apply it to their business in tangible ways. Much of this disconnect is how “consultants” are perceived by many people in the business world due to the poor practices of a few. I can say with confidence that the industry is not inherently shady. The consulting skill set can be used for good or for evil...
2023-03-2435 minB2B Marketing MindsetThe Truth About Consultants – How to Leverage an Expert for Fun and Profit
This week’s podcast shares how to properly leverage subject matter experts or “consultants”. Too often clients unknowingly sabotage themselves with regard to deriving value from the work of the consultant, advisor or expert. They don’t know how to USE that third party expertise and apply it to their business in tangible ways. Much of this disconnect is how “consultants” are perceived by many people in the business world due to the poor practices of a few. I can say with confidence that the industry is not inherently shady. The consulting skill set can be used for good or for evil...
2023-03-2435 minB2B Marketing MindsetAre You An Imposter? – Imposter Syndrome & Thought Leadership
66% of CEO’s report they struggle with imposter syndrome. In this podcast, we discuss the intersection of thought leadership and it’s natural kryptonite “imposter syndrome”. I’ll take an imposter syndrome test live on-air and we’ll share insight from our combined 60 years as thought leaders. If you sell expertise and are working as a thought leader or implementing a thought leadership strategy, you’ll want to join the discussion. Have you felt like an imposter in your professional life? Do you worry about people finding out you “aren’t good enough?” Do you often feel like you don’t deserve the su...
2023-03-2425 minB2B Marketing MindsetAre You An Imposter? - Imposter Syndrome & Thought Leadership66% of CEO’s report they struggle with imposter syndrome. In this podcast, we discuss the intersection of thought leadership and it’s natural kryptonite “imposter syndrome”. I’ll take an imposter syndrome test live on-air and we’ll share insight from our combined 60 years as thought leaders. If you sell expertise and are working as a thought leader or implementing a thought leadership strategy, you’ll want to join the discussion. Have you felt like an imposter in your professional life? Do you worry about people finding out you “aren’t good enough?” Do you often feel like you don’t deserve the su...
2023-03-2300 minB2B Marketing MindsetWhat Idea Do You Own In The Mind Of The Marketplace?
This episode explains probably the absolute biggest concept that you must understand to have a growth company. And it’s the most misunderstood concept in marketing and sales. Bill Lowell and I untangle the great ball of yarn that is marketing in this video podcast.
po·si·tion
The Idea a company “owns” in the mind of the marketplace.
The word of the day is “Positioning,” folks. Do you own an idea like Volvo owns the idea of “Safety”? When you think “cola drink” do you instantly think of Coca-Cola? When a potential customer thinks of hi...
2023-03-1129 minB2B Marketing MindsetIs Strategy Dead? (Again?)
Not this sh!t again. I swear this get’s asked every six months by the industry rags. Has the “Lean Start Up” model of fail fast and iterate made “strategy” obsolete? Bill Lowell and I answer the question once and for all in this weeks video podcast, The B2B Marketing Mindset – every Thursday at 11am.
2023-03-0726 minB2B Marketing MindsetRelationship Marketing: Drive More ReferralsToday Bill Lowell and I discuss Relationship Marketing. I can’t count the number of times I’ve heard somebody say, “Marketing doesn’t work for us. Our business is all relationship driven.”And I think to myself, “How unfortunate, this otherwise intelligent person has no idea about the potential of using marketing approaches to drive more referrals and maintain longer, more profitable relationships…” Then I realize my mic is hot. But my point still stands.What is marketing but your relationship with the customer? Good marketing strategy starts, nurtures and strengthens relationships – at a tiny fraction of t...
2023-02-1000 minB2B Marketing MindsetWill A.I. Take Your Job? With Bill LeakeToday we take a critical look at the future of Artificial Intelligence in sales and marketing.Our guest is Bill Leake with Apogee Results together with my co-host William Lowell.A.I. tells us that the dangers of…uh…itself include:1. Job Loss: There are concerns that AI will automate many marketing tasks, leading to job loss for human marketing professionals.2. Data Privacy: AI systems rely on large amounts of data, and there are concerns about how companies will collect, store, and use this data, leading to potential data breaches and priv...
2023-01-2700 minB2B Marketing MindsetNasty Networker: Vomitous From the MouthIn this podcast I’m telling the truth about nasty networkers – the folks you hide from and mock behind their backs.My friend, Scott Ingram did a survey a few years back about what people hate about networking and bad networkers.Here I’ll be expanding on eleven horrible, nasty, nauseating mistakes people make that makes everyone else hate networking.1. Selfish. Not interested in helping others.2. Doesn’t ask questions. Talks too much.3. Bashes or otherwise acts inappropriately towards competitors.4. Uses high pressure and other bad sales techniqu...
2023-01-2700 minB2B Marketing MindsetMarket Expert or Marketing Expert?Today my guest is Dan Klopp and we are talking about a topic that is sure to confuse and amuse.There is a huge difference between a “market expert” and a “marketing expert” and if you get them mixed up – that’s probably going to be an expensive mistake.
2023-01-1300 minB2B Marketing MindsetThe Second Dirtiest Word In Marketing
Today’s topic is about marketing research, another in our dirty words series. Speaking from the marketing industry perspective we need good research to meet client expectations – but clients seem to hate paying for it. In this podcast Bill Lowell and I discuss why that is.
Is it a part of the general reluctance to invest time, money and energy in legitimate planning or is there some other reason that small and mid-sized companies seem to prefer guessing over knowing?
I think it’s part of an even bigger picture where co...
2022-10-2037 minB2B Marketing MindsetEssential Traits of High Growth Businesses -Pete Monfre Tells the Truth
What are the traits of the high growth business?Today I’m joined by Dennis Madden author, CEO of ATRA the largest trade association in the US and a man who knows how to grow a business.
In Dennis’ new book “Hi Rev for Small Business a Faster Way to Profit” he takes on the essential traits of the successful, growing business:
They know what they want
They have a written plan to achieve it.
Their systems are fine-tuned to reduce waste and optimize output.
Their policies encourage people to give their best.
They value their pe...
2022-06-2042 minB2B Marketing MindsetCEOs Live in a State of Paranoia that Marketing is Wasting Money
“Sales oriented executives (including CEO’s) live in a constant state of paranoia and anxiety that marketing is wasting the company’s time and money. Marketers, at all levels, live in a constant state of paranoia and anxiety that their shit does not work and/or the people, product, services they are supporting has unrealistic expectations”
Today Kana LiVolsi and I discuss the ramifications of that statement and offer some thoughts on how to break the cycle of failure that has become all-to-common for clients large and small. It is our position that marketer...
2022-06-0940 minB2B Marketing MindsetHow to Sell Expertise
Jim Cathcart is a heavy hitting author, consultant, speaker, coach and in today’s episode we talk about taking the leap from employee to expert – how to make the leap faster, get it to market and sell the intangible.
1. Decide what you want. This is a hard one for everyone. Jim knew what he wanted in his early 20’s. For the rest of us, it happens much later and with a lot of help. If you don’t really know what you want, you can find people who will help you systematically identify Your Thi...
2022-06-0240 minB2B Marketing MindsetTactics Before Strategy is the Noise Before Defeat
The ancient war-master Sun Tzu said it best – if you are putting tactics before strategy, you will lose every time. It’s a classic “cart before the horse” problem that kills marketing programs.
2022-05-0833 minB2B Marketing MindsetTell the Truth Live – Nobody cares about you.
Too many marketers and salespeople get this wrong.
Prospects don’t care about you, your products, your services, your people, your value proposition, etc. They only care about one thing.
Themselves.
Their problems, their challenges, their job, the things that directly impact them. If you are not aligning with these “pain points” in your marketing and sales, you won’t grab anyone’s cognitive attention – you’ll get ignored, deleted and reported for SPAM.
In this video I elaborate on how B2B prospects buy based on how the b...
2022-04-1812 min
The Leadership A.I.™ Podcast016: Pete Monfre, President of Clarity Marketing SupportIn this episode, we discuss with Pete Monfre, President of advisory firm Clarity Marketing Support. Pete is a master musician, expert marketer and fearless entrepreneur. He is also the best example I know who uses his God-given gifts and passion (music, entrepreneurship), to connect with Big-Ticket Clients. Clarity Marketing Support is a marketing agency in Austin, Texas that works with company leaders to create more inbound opportunities. Pete is also the creator of the Austin Blues Revue, an upscale business networking event series, helping make Austin's music economy sustainable. You can reach Pete Monfre at: h...
2019-02-2242 min