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Growth marketing is about increasing pipeline so the sales organization can be more successful, faster. My guest on this episode of the podcast approaches growth marketing through hyper-personalization. What is that? Imagine yourself driving down the highway and two billboards appear along the road. One is a generic, “buy this product from us” presentation while the other speaks directly to you, addressing a very specific personal need you have. Which are you most drawn to?
Ari Capogeannis is Senior Marketing Director in charge of Demand Generation for Cumulus Networks.The company designs and sells a Linux operating system to deliver networking solutions for large datacenter, cloud computing, and enterprise environments.
. Ari has seen how hyper-personalization —directed at every person within the decision-making unit of mid-market and enterprise businesses — can accelerate sales pipeline with truly qualified leads as well as decrease the time to close. Listen to hear a brief but deep-dive explanation of what hyper-personalized growth marketing could do for your modern marketing strategy.
This episode is sponsored by XANT, the enterprise leader in sales engagement. Xant has authored the Definitive Guide to Sales Cadence. Get your copy at www.SalesCadenceGuide.com
Acquisition, Engagement, Retention: Three Pillars Of Growth Marketing Ari explains that there are three aspects of growth marketing that must be mastered:
Acquisition Engagement Retention He explains how a hyper-personalized approach to growth marketing can improve the effectiveness of each of these pillars by introducing a new concept: He calls it “Demand Gen 3.0.”
Demand Gen 1.0 is marketing that’s focused on marketing qualified leads (MQLs) which is primarily a volume play with limitations.
Demand Gen 2.0 is focused on generating opportunities within target accounts and managing those opportunities in collaboration with the sales team. It uses scoring models to develop accountability and measure the journey of those opportunities. It’s less about leads. It’s all about driving opportunities at accounts.
Demand Gen 3.0—which is what Ari is advocating— refers to a holistic approach whereby marketers create a digital experience that addresses specific pain points of each person encountered on the website and other digital channels. Different than 1.0 and 2.0, this 3.0 approach is not just lead gen and it’s not just coming up with scoring models that allow sales teams to be more efficient.
Demand Gen 3.0 is about leveraging the marketing technology stack to deliver messaging that speaks directly to the pain points of the varied members of the decision-making team within a prospective customer’s decision-making unit. It’s done by segmenting content according to role and persona and also providing it directly to the sales team for their use.
What Size Marketing Staff Is Required to Hyper-Personalize Marketing This Way? An approach to growth marketing that dives so deeply into hyper-personalization by personas and buying stages sounds very people intensive. It’s understandable to think that it could require many people. But Ari explains how, by making the right choices about tools within the MarTech stack and centralizing the data, these tasks can be handled by a team of one, two or three people, of course depending on their other responsibilities.
He says you must hone in on the tools that can integrate effectively. You may need to replace four or five separate technologies in your MarTech stack to achieve centralization of data that enables your team to manage personalized messaging. This change will impact everything, including targeting, predictive analytics, sales enablement and more in a way that accelerates your ability to be effective in this growth marketing strategy.
Effectively Passing Personalized Assets To The Sales Organization By using this streamlined set of predictive analytics tools and other MarTech solutions, Ari’s team can discover insights about the prospect’s buying journey, both on and off the company’s website.
Off-site: Are people researching key brand terms or other terms related to the products that Cumulus Networks sells? Are they exhibiting behavior that indicates an interest in the company’s offerings?
On-site: Ari’s team can tell exactly when people from matched accounts are hitting the website each day, tie it to a sales territory, and arrange to sort each one by sales engagement stage. Then he can identify leads that indicate buying intent and provide them to the appropriate person in the sales organization. The integrated and centralized way the tech stack works enables sales to understand the content paths they should use—by vertical, purchase intent, stage, who they are competing against, etc.
Ari refers to this as “People-Based Marketing”—it…
RecRight is a video recruitment platform that helps companies hire the right people at the right time, in the right way. RecRight partnered with us to get help building a marketing strategy and scaling up their marketing operations. See the whole case story at: https://www.advanceb2b.com/customers/recright
How to Create a Marketing Strategy For a New eCommerce Website | You have all these products that you want to sell on your eCommerce site. They’re so beautiful, your website looks amazing, but hey, you launch a site, a couple days go by, no orders, no traffic. And if you’re lucky and you get an order, chances are it’s your mom or one of your best friends. Today, I’m going to break down how to create a marketing strategy for a new eCommerce website.
So step one, I want you to focus on a niche or a segment.
You don’t want to create an eCommerce store that sells everything like Amazon. You’re going to get crushed. Be an expert. It’s too hard to be a big eCommerce store that does everything, reason being is the bigger companies are going to outdo you on pricing, you won’t be an expert on anything so you don’t really have an advantage over them, plus they’re going to offer faster shipping than you.
So when you pick a niche, you can be an expert on that niche and have the best product within that category. People will get to know you for that, even if your product’s a bit more expensive than the competitors, you can still do well and win.
Step two, create a killer, unique selling proposition.
Why should people buy from you? For example, one of my friends sells insoles, like those Dr. Scholl insoles, but she sells custom ones just for high heels, and her brand isn’t Dr. Scholl’s, but she makes over six figures a month in profit just through Facebook ads going to her eCommerce store.
Why, because she created amazing video that breaks down her life in high heels, how she loves these high-end luxury high heels, and they’re all uncomfortable, and she broke down how she created the best insole to make it comfortable for women of all shapes, all sizes, to be able to walk in these high heels, feel amazing, and be comfortable 24/7.
So when you have a killer, unique selling proposition, you’re more likely to get sales. So specialize and have your unique selling proposition to be all about that specialty.
Step three, create a fantastic user experience.
I love Shopify. If you’re going to be in the eCommerce world, use Shopify. Now, even though Shopify is amazing when you ship a product to someone, you want to make sure it’s an amazing experience, as well, from the design of the product, the way you make people feel. All of this will help you generate more sales, as well.
Step four, pick one traffic source.
Look, you want to do SEO, great, it’s a long-term gain, or if you want to do ads, you can do Google Product Ads, Amazon Product Ads, Facebook Lookalike Audiences, or you can even do the same thing on Google AdWords. Either way, pick one ad source and go all in.
For example, if you’re in eCommerce, I would recommend that you start off with Facebook ads. That tends to convert really well for Shopify stores selling one or two products only. Then from there, after you do well, you can expand into Google AdWords and other channels. But first I would recommend that you start off with Facebook ads.
Step number five, maximize your value per visitor.
Do you have upsells, do you have downsells? All that will help you generate more money so the ads are more profitable, or even your SEO’s more profitable. You could also use Hello Bar to collect email addresses when people are about to leave your eCommerce store, so that way you can market to them afterward and email them and convince them, hey, here’s why you need to buy from us, or here’s $15 off, or here’s why we’re special and you can tell your story or your unique selling proposition.
It’ll all help, that’s why you should collect emails. You should also do the same with push notifications. You can use tools like subscribers.com to maximize your eCommerce sales because when someone goes to your checkout page but they don’t buy, you can use push notifications to get them back and then get them to convert.
Join Jim Johnson of Contractor Coach Pro and Joseph Hughes of Contractor Dynamics as they outline what a winning contractor marketing plan looks like.
– What is a marketing strategy?
– What’s more important – building brand or generating leads?
– Does the specific strategy depend on the size of the roofing or contracting company?
– What marketing activities should companies be doing at different sizes of growth?
– 3 things to consider when building a marketing plan
– The most effective social and digital advertising tactics today
– Unique tactics that will help you differentiate in your market
Plus, some excellent Q&A from this Live broadcast!
Watch an additional training video here: https://www.contractordynamics.com/training
Jim Johnson is Head Coach of ContractorCoachPro. He has gone into the back offices of over 1,000 different contractors, and got a first hand look into what they do well and what they don’t. ContractorCoachPro has a variety of programs to suit contractors at different stages of growth. The company is one of the most well-known coaching and consulting companies in the contracting industry.
Joe Hughes is the marketing director at Contractor Dynamics, the only marketing training company dedicated to the roofing industry. Contractor Dynamics helps roofing companies install social and digital marketing systems inside their businesses, so they can generate their own customers and recruit their own team members. We help our clients build their brand and own their market.
Growing a business can be quite challenging! First, you come up with a viable idea, then you discover a profitable niche, define the demographics of your target audience and then create something valuable to sell to them. However, irrespective of how easy the aforementioned procedure sounds, the real task is in getting the word out there.
Without marketing, your business is as good as not in existence. Marketing is how you get your business across to as many people as possible. The truth is that even if you have the world’s best product that can solve nearly any problem if no one knows about it, how will they buy?
Marketing is discovering how people want to perceive a product, knowing how they want to buy it and then selling it to them, which is why every entrepreneur has to create a good marketing strategy to help promote their businesses.
In this video, I’ll share with you 10 Marketing Strategies to Fuel Your Business Growth. This, I believe will help you become a successful person. If you’re new here, consider subscribing so that you won’t miss other interesting videos like this.
There comes a time in any business where focusing on a single marketing channel becomes an issue. Once you are beyond the “survival” stage of a new product, it’s time to consider upgrading your strategy to minimize risk and create long-term growth.
The problem is that it can be difficult to know when or how to make this move. And sometimes businesses completely fail to revisit or upgrade their marketing strategy. Either because attention has shifted to a new project, or because the marketing team fell in love with the original marketing channel.
Of course, it’s faster and easier to get more value from an existing channel than to nurture a new one. So teams have a strong incentive to focus on what has worked in the past. But of course, eventually every channel reaches a point at which investing additional time and money isn’t worth it.
In this video, I share some advice on when and how to make the shift from a focused approach to a diversified approach. Plus two different ways a marketing team can take on additional channels.
There are different ways to enter a market (start a business), you could introduce a completely new product or introduce an enhanced produced to an already existing market, or you take an already existing product to a new a market or you could simply enter an existing market with your own version of an existing product. There are different level of risks for each strategy but they all WORK. The key is knowing what growth strategies work for different market entry strategies. In this video, I and Debola Ajayi do a deep dive into market entry and product development/growth strategies for new businesses.
The Best Real Estate Marketing Strategy In 2020 (TIPS FOR EXPONENTIAL GROWTH) //
Are you looking for the best real estate marketing strategies in 2020 for your real estate business? Or, are you looking for the best social media marketing strategies for realtors?
Well, you are in luck! In this video, we will take you through social media marketing for real estate agents, real estate marketing ideas, real estate agent, real estate leads, real estate training, realtor marketing, real estate agent marketing, how to do real estate marketing in 2020, marketing for real estate and real estate marketing strategies.
You will walk away from this video feeling confident in the best real estate marketing strategies that you can use in 2020 for exponential growth.
📲 Subscribe to this channel here: https://bit.ly/32oJSwe
📲 Want your phone to ring off the hook from new clients? Want to stop cold calling, door knocking, and open houses??
✅ YouTube marketing for Real Estate has changed my life and we are on pace to do $50 Million in home sales this year just from our channel and it is 100% FREE!!
✅ We went all in on YouTube with 2-3 videos a week and now we consistently get 4-6 even up to 10 phone calls/emails/texts a day, $millions of dollars of business each month and had to bring on buyers agents to handle all the NEW FREE CLIENTS!
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