Does adding new martech tools always tackle problems and challenges for marketers? What matters most is finding the best technology solutions to solve the right problems at the right times for you, your team, and your organization.

Today’s guest is Sean Doyle, co-founder, principal, and director of strategy at FitzMartin. Sean applies the science of behavior change to the art of sales and marketing. Rather than only choosing to make decisions based on thoughts and emotions, choose to use the power of data.

 

Some of the highlights of the show include:

• Reason Behind Sean’s Book: Change how B2B marketers are respected or not
• FitzMartin: Modern marketing/sales that demonstrates ability to provide products
• Point of View: Comes from behavioral science—how people change
• Changing for Good: Book on transtheoretical theory of behavioral science
• Firings/Failures: Focus framework on capital and commitment to measurement
• Martech: Why it continues to expand? Measurable and customer-focused
• Vanity Metrics: Meaningful when understood by peers, clients, or customers
• Problem: Takes talent to read data, view analytics, and communicate effectively
• Martech Behavioral Science Categories:
  • Demand generation
  • Sales enablement
  • Customer success
• Simplify Scale: Ease of use wins over powerful and sophisticated martech
• Sales Barrier/Gap Analysis: Audit of all sales and marketing efforts
• Subjective Theory of Value: Three ways people buy
  • Revenue gain
  • Cost reduction
  • Emotional and strategic contribution

 

Links:

• Sean Doyle’s Email
• Shift: 19 Practical, Business-driven Ideas for an Executive in Charge of Marketing but not Trained for the Task by Sean M. Doyle
• FitzMartin
• Sean Doyle on LinkedIn
• Changing for Good by James O. Prochaska, John Norcross, and Carlo DiClemente
• Web Analytics by Avinash Kaushik
• Google Ads
• HubSpot
• AdRoll
• Ignitium
• Salesforce
• Ben Sailer on LinkedIn
• CoSchedule