Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS)

Behavior Sales uses behavioral intelligence to gain a competitive advantage to shorten sales cycles and close deals faster. Learn more at behaviorsales.com

Benjamin Bressington is the CEO of BehaviorSales.com, a Behavioral Intelligence company. He is a Speaker and Author of multiple books, including his latest book “People Ignorant: Unlocking Success, Confidence & Influence.”

Benjamin has a Law & Criminology degree from Australia. He spent 10 years helping Fortune 1000 companies apply gamification principles to their sales and communication process. Ben now helps people improve their sales conversations, specifically by closing deals faster and discovering the hidden opportunities in daily communication.

Tailoring marketing efforts to the personality types of potential customers improves engagement and conversions

1. Create segments on your list based on personality types to improve your engagement
2. Focus and attention is a currency
3. You only need 1000 loyal followers that will buy from you
4. Four personality types that you must know:
   1. Liberty (eagle) - decisive, ROI focus, get things done, dress well
   2. Vegas (peacock) - wants to be the center of attention, gets bored quickly, loves shortcuts
   3. Thinker (owl) - knowledge-driven, loves to approach things systematically
   4. Pigeon (steady) is slow and steady but always driven by their packs or friends

For outreach and sales:

1. Search and gather contacts of people that can be a potential client or customer
2. Segment them by personality types and identify which personality type you can resonate with
3. Exclude the personality type that you don’t want to work with
4. Create a different message for each segment

For marketers and content creators:

1. Identify the personality types that you want to work with
2. Create content for each personality type
3. Get them on your list so you can segment your market
4. Craft a different sales approach for each personality types

1. Deep dive into each personality type and get to know what makes them buy your service or product
2. Tailor your content and pitch to the different personality types
3. During a call, it’s best to also use their words/adjectives to them to build more rapport and connection

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• If you’d like to build a course, try Eduflow (eduflow.com) - the free plan allows up to 15 course participants and is a good way to test whether a course would work for your brand
• Reach out to David: david -at- eduflow.com

David is the co-founder and CEO of Eduflow, a modern learning management system for active and social learning. Before that he started Peergrade, a service for providing peer-evaluations and peer-feedback.

He did his Ph.D. at The Technical University of Denmark with a focus on machine learning, data science, and educational technology. He previously worked as a software developer and as an external consultant for doing predictive modeling on large data-sets.

“Lengthen the marketing funnel” by providing a valuable product or educational course for people who are not ready to buy your main product.

1. Big enterprise deals don’t happen right away - there’s a long sales cycle and companies buy when they need the product
2. Therefore, how do you get companies to hear about your brand and remember your brand when they are ready to buy?
3. Answer: Create a longer marketing funnel
   1. For example: Eduflow gets people to sign up for their educational course (obtaining their email)
   2. People like the course, get value out of it, and share it with their peers
   3. When there’s a need in their company, they remember Eduflow and enter the sales cycle 

1. Create an easy-to-use intermediary product that your ideal customers can immediately buy or use for free
   1. This can be a simpler / smaller version of an existing product that’s attached to your real product
2. Introduce the users of this intermediary product to your main product 

1. Make your smaller product something that educates people on the value of your brand.
   1. For example - Eduflow builds and runs courses on their own online course platform, which shows potential customers how easy the platform is to use
2. Make the product something that outperforms similar products on the market
3. Make sure you smaller product is built for the right audience so you have high quality people to sell the main offering to
4. You can build more than one small product - perhaps one for each different audience segment

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Find them at Casted.us

They’ve released an industry survey of content marketers on the state of content marketing - helpful for understanding how other marketers are currently using content can be helpful for planning out your own content

Check out Amplify - view interviews with leading B2B brands (Drift, Salesforce, HubSpot, and more) on how they are harnessing the power of audio and video to connect with audiences in a whole new way

If this episode inspired you to start repurposing content, Forward Launch can help. We help B2B SaaS startups create interview-based podcasts that can be repurposed across various marketing channels. Get in touch.

Holly Pels is the Vice President of Marketing at Casted – the first content marketing platform for B2B podcasting, making podcasting more engaging, efficient, and effective for brands. Holly is a strategic and tactical marketer who loves podcasts and content creation.

1. Have conversations with experts and record them in video and audio format
   1. Starting with video allows for easiest repurposing across channels
   2. Publish to YouTube because YouTube can be used as a search engine
2. Syndicate to podcast platforms (e.g. Apple, Spotify, Stitcher) and Youtube channels
3. Turn the transcript into a blog post
4. Create audiograms and videograms to be used on social media
5. Use themes that came up during the interview and plug them into the content calendar
6. Review previous episodes for similar themes - create a thematic blog post or thematic narrative episode
   1. Example: Holly’s team realized they had already interviewed several experts from Hubspot on the podcast, and they pulled those stories together to a larger narrative episode in advance of a content collaboration they did with Hubspot
7. Make “look books” out of the content - i.e. a downloadable piece of content where people can access the written versions of podcast episodes    

• Trust the process - not everything needs to be new
• Don’t be hard on yourself - it doesn’t have to be perfect. Just start!
• It doesn’t have to be for everyone, it just has to be for your audience

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LINKS:

• Bonjoro's video funnel playbook - Over 30 proven video funnels to convert more customers and turn them into superfans of your business
• Bonjoro's new product for collecting, managing, and publishing customer testimonials 

GUEST BACKGROUND:

Oli is the CMO at Bonjoro. He has worked in SaaS for the last 12 years, first in customer success and sales roles, including at media startup, Gorkana, who sold for £25m during his time there. Then as founder of his own cold-pressed juice venture based from London's Silicon Roundabout. 

He joined Bonjoro in 2016, and launched it from zero revenue into one of Australia’s fastest growing startups, with over 50,000 customers using the tool today. Oli currently runs his marketing team based on a product-development framework called "sprints", and thinks that data analytics tools like Amplitude underpin most great marketing decisions. But his guiding ethos is that true growth only ever comes from more human contact, and credits 99% of Bonjoro's rapid growth to this belief. 

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Welcome to the first episode of Forward Launch Your SaaS!

This will be a short episode in which I explain the format of the show, what you can expect from weekly episodes, and why I started the podcast.

The show features easy-going conversations with B2B SaaS startup marketing executives whose campaigns have resulted in impressive growth. In each episode, our guests share the one biggest piece of wisdom that other B2B SaaS marketing executives should know.

I'm the host - Keirra Woodard, the owner, podcast marketer, and B2B SaaS content marketing consultant of Forward Launch .

A few of the guests we have in our episode lineup include:

• Sharon Biggar, VP of Marketing at Hotjar. She recently spearheaded a company rebrand that helped Hotjar’s revenue to grow more than 50% last year.
• Nadia Milani, VP of Marketing at Proposify. Nadia has helped build high-performance teams, producing triple-digit growth in engagement, acquisition, and revenue. In 2020, Nadia was added to Marketo’s Fearless 50 list, being recognized as one of the top 50 marketers in the world.
• Oli Bridge, CMO at Bonjoro. After joining in 2016, he launched the company from zero revenue into one of Australia’s fastest growing startups, with over 50,000 current users. 

Why I started the podcast

• A few years ago, I worked for a SaaS startup as a content writer… we never knew whether the content we published would actually resonate with people and produce leads and traffic for us. It felt like the content we were working hard to create was disappearing down a “content marketing black hole.”
  • I started freelancing and developed a system to help companies avoid the "black hole". 
  • Now through my podcast marketing agency Forward Launch, I help B2B SaaS startups create and publish content that resonates with their ideal audience 100% of the time, differentiates their brand from the competition, and systematically moves leads down the buyer's journey.
• I started the podcast to understand what unique insights other SaaS marketers have learned that helped their companies be successful. 

Episode format:

Every episode will be available in both audio and video formats that will be published to podcasting platforms and to my website. 

At the start of the interview, I’ll ask the guests about their background. Then, we will move on to the main question for the episode: What is the one biggest piece of wisdom that other B2B SaaS startup marketing execs should know? 

At the end of each episode, I’ll ask the guest for step-by-step practical advice that other marketers could use to implement the main idea. 

Typical episode lengths will be approximately 30-45 minutes. Episodes will be released weekly on Mondays.

I'll keep the show going for approximately 30 episodes, and then re-evaluate the length and show format.

What to do next:

• Subscribe to the email newsletterto be notified when new episodes are published and receive other bonuses like episode summaries, checklists, links to resources guests have shared, and more!
• Subscribe to the show in your favorite podcast player and

Give feedback on this episode by sending the host a text message.

SIGN UP FOR THE EMAIL NEWSLETTER at forwardlaunchdigital.com/podcast