HOT TAKE: Initiatives that are working today may become obsolete tomorrow. 

For Sims Tillirson, PERKS’ Vice President of Business Development, it's crucial for organizations to be more strategic with their marketing and sales initiatives. 

Click to listen to our podcast today for more learning opportunities 

Are you trying to find ways to improve your sales strategies in this post-pandemic environment?

Check out our latest podcast episode today, where we sit down with Allan Anastacio, TruckTractorTrailer.com's Head of Sales & Sales Operations. Allan shares with us his experience and insights on the adjustments they made to bolster their sales initiatives further. 

We're doing anything and everything and trying it all. I would say, for us, it's some of those really targeted niche industry players that have really helped us move the needle. We'll put the right piece of content to a group of accounts that we've seen intent in this various subject with a very reputable third-party firm partner with us and our content and our subject matter experts that we're able to get back a nice handful of leaves that work for us. On the other side, the Wall Street Journals or others of the world, it's just fantastic to have those names associated with our thought leadership content and getting that out there. But I wouldn't necessarily say that I can directly pinpoint that that's an ROI and we were able to get X, Y or Z leads from it. But it's just something that we've seen help play into the mix.

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Initially, we didn't have so much of a concept out there. But I think what's shaping us for us, and what's working extremely well is the notion of campaigns. You'll find a topic that you want to establish for a certain amount of time. They can be short ones, one or two weeks, where you talk about specific topics. Or if we're launching a new product, you have longer campaigns with like all sorts of different content pillars, but also channels in a mix to make sure that you address your buyer personas extremely well.

I believe in empathetic marketing. You have to target your customer. Don't think for yourself, but think about what clients want to hear, how you can actually make them successful, and then create all the different content forms around that.

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I was always a little bit ahead of my time when it comes to one-to-one marketing. I love telling this story. There is a book written by Don Peppers and Martha Rogers in 1993, so we're talking three decades ago, called The One to One Future. And they described exactly what we talked about today in the book and exactly what we're able to do with one-to-one marketing.

The problem was it was the future. It wasn't possible. But I was so excited by it back then that I actually worked for a big ad agency, and I convinced our management to develop what we called One-to-One Marketing Division so that we could do it, although the technology couldn't really do it back then. 

What's really helped me and Jamie to write this book, Jamie being my co-author, was in the last 10 years, the technology has finally caught up. It's actually now possible to do one-to-one marketing because almost all media–even television–is now addressable, meaning I know you're watching this show versus somebody else. And you couldn't do that in the old mass marketing ways.

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 Visit https://audienceofone.website to learn more about Chuck's book "An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing"

To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
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Basically started thinking how can we allow customers to self-serve? How can we think product first in everything we do, which is really the mindset of product-led. And that was a super exciting journey.

Because basically, onboarding is really essential piece. Onboarding is typically where- as when a free trial, for instance, the onboarding can really be your salesperson, right?

It's where it shows the value to the customer as fast as possible, or past purchase. It's the onboarding that makes sure that that you're retaining that customer. Onboarding is really a continuous journey, to continue to onboard the customer and make sure they're happy with the product. So that's why I found Userflow super interesting and wanted to make it easier for other companies, SaaS companies to become product-led.

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What if all this time, we marketing people have been doing it the wrong way? 

Listen to our latest podcast with Sarah Scudder, Chief Marketing Officer at SourceDay and get insights on demand generation using LinkedIn. Learn what makes it an effective approach in getting quality customers.

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To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
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Silos exist in organizations and those silos pose challenges that need to be overcome especially when it comes to sales and marketing. With digital coming into play, marketers should start thinking with a single channel approach and leverage unified data and strategy to create a bigger impact.

Stephanie Swinyer from Integrate shares how they’ve successfully broken down silos and how to focus on what the customers really want.

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To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
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“The adjustment was radical and swift. You needed to really pivot quickly.

I remember the board meeting I was giving, it was adapt or die quickly because you need to get fully virtual as fast as possible in engaging ways. That was not an easy shift, but it's pretty clear how you needed to shift. As we come out of the pandemic, I find it kind of the inverse. We had a time where vaccines are happening. We opened up, and it seemed like things were "back to normal." And then all of a sudden you get these variants coming, and now things are back to a lot of uncertainty and anxiety. And so we've had some regional events that we were doing get canceled.

Try to take it day by day, not take it personally and dampen your expectations and make rational decisions as you go through.” - Dimitri Vlachos, Chief Marketing Officer, Devo Technology

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For marketers who want to expand to Southeast Asia and tap into the endless opportunities it presents, trust is key.

According to Lars Voedisch, Principal Consultant and Managing Director at PRecious Communications, jumping directly into business in the region may not always do the trick. Prioritize building relationships and coming up with a mid-term plan, he advised.

Learn more about communications and marketing in this fast-growing region.  Listen to our podcast now!

“Just directly jumping in with “let's do business” might backfire badly. You need to build relationships and trust. You need to have a midterm plan, not a short term in here and just sell Fire and Forget, that might be really, destructive in your long-term opportunities here.” - Lars Voedisch, Principal Consultant, PRecious Communications

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To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
https://www.linkedin.com/company/thelifelongcustomerpodcast/

Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond

#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing