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The Customer Acquisition Podcast episodes
- How to sell using video feat. Yaniv Siegel from Vidyard
Want to increase connect and response rates from your sales outreach? Then you need to start leveraging video in your sales process. In this episode, we talk to Yaniv Siegel, Head of Partnerships at Vidyard. We cover the framework Yaniv teaches their partners and customers when starting out with video, benchmarks that compare text-based and video-based emails, and some examples of great uses of video in the sales process.
49 min - Creation a value proposition for IoT companies ft. Brian Tol from SpinDance
How does an IoT solution create value for its customers? The benefits of IoT might be obvious for you, but how do you convey that to buyers? In this episode, we talk to Brian Tol from SpinDance about how to create a compelling value proposition and business model for IoT companies.
21 min - What are custom objects in HubSpot? Featuring Remington Begg
Do you need complete flexibility and control over your CRM data? Every business is unique, and custom objects in HubSpot let you store and customize all your data — right inside HubSpot.
We talked to Remington Begg from Impulse Creative to discuss what objects are, and the value it can bring to Enterprise companies.
27 min - How IoT is Changing Sales and Selling Products as Services
In this episode I am joined by Elisabeth Schloten, CEO at ECBM to discuss what implications will IoT have on the sales process. You will learn:
- How IoT will change pricing and billing models for “industry 4.0” companies who historically have sold one-off products
- How these new billing and pricing models will change sales culture and incentives
- How industry 4.0 companies need to change their value proposition when they start introducing new pricing and billing models
- How IoT will affect both direct and indirect sales
- How marketing departments will be able to make better campaigns as the number of connected devices increases
16 min - Brand marketing vs. performance marketing for IoT companies with Lynette Grinter from Hologram
In this interview, we talk with Lynette Grinter, Vice President Marketing at Hologram.
In this episode, we cover:
- What is the difference between brand marketing and branding?
- Why brand so crucial, not only for B2C, but for B2B companies who sell more complex products and services
- Creative ways for how Hologram measures brand awareness KPIs
- How a great brand can improve performance in your company
19 min - Should Industry 4.0 Companies Insource or Outsource Their Content?
I this episode I am joined by Marcus Sheridan, partner at IMPACT and author of "They Ask You Answer" to discuss if companies should insource or outsource their content production. You will learn:
- Why content saturation is one of the main reasons why companies should insource their content
- The big problem with outsourcing all of your content to an external agency
- Why outsourcing is NOT cheaper compared to insourcing
- Why companies should hire a content manager instead of hiring more marketers or salespeople
- How to get buy-in for insourcing content creation
23 min - Account-Based Marketing for B2B Tech
What is account-based marketing (ABM) and how can industry 4.0 companies leverage some of the strategies that are working at enterprise technology companies? In this episode, Alex Embling from Strategic Internet Consulting has joined the podcast to discuss:
- What is Alex's definition of account-based marketing
- Common misconceptions people have about account-based marketing
- Who should consider an account-based marketing strategy?
- The different tiers you need to use when doing ABM
- Why invest in expensive ABM tech, and do we really need it?
- Strategic IC's process for implementing ABM for clients
29 min - Customer Journey Mapping
In this episode, John McTigue from Customer Journey Maestro joins us to talk about how you map the customer journey for complex B2B products. John discusses why we need to move away from funnels or flywheels, and design customer experiences that accommodate an increasingly more complex and fragmented buyer journey. We also cover:
- The five stages in the buyer journey and what happens in each of them
- Some of the benefits of customer journey mapping
- The process John goes through when mapping customer journies for customers
29 min - Killing the PDF
I am joined by Karla Rivershaw, Head of Marketing at Turtl to discuss why companies should replace an outdated lead generation model and #KillThePDF. You will learn:
- What is broken with the typical whitepaper lead generation model?
- What is the #KillThePDF movement, and what are some of the reasons to stop using the PDF?
- How Turtl is built with some psychological principles and “the reading brain” in mind.
- Why are psychological principles important to consider when creating content
- Why are layouts and formatting so crucial when it comes to getting people to consume your content
- Why is interactivity important when it comes to content
- How does Turtl help companies with complex such as IoT and machine learning and so on do better marketing
- How does Turtl help salespeople close more deals
45 min - Positioning & Messaging for Industry 4.0 Companies
In this episode, I interview G. Scott Shaw at Everclear to discuss positioning and messaging for complex B2B companies such as IoT and other complex technology sectors. You will learn:
- What is positioning and messaging, and what it is NOT
- Some of the biggest challenges companies have when they try to differentiate
- What can be used as differentiating factors
- The benefits of positioning and messaging
27 min
About The Customer Acquisition Podcast
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Get the most effective strategies, tactics, and tools to generate more leads, acquire more customers, navigate long sales cycles for your industry 4.0 company