The Push

In this episode, we explore how B2B software companies can speed up their sales process.

Join Jordan, CEO of Writrrr, as he plans to triple business growth in 3 months. He needs to do this while navigating investor demands for tenfold returns.

Learn practical tips for;

1) Speeding up sales cycles

2) Managing difficult investor expectations

3) Setting up your startup for rapid growth

4) Navigating the complexities of B2B sales

5) Pipeline management

This episode was co-hosted by:

- Brand Strategist Jack Ferguson

and

-Product Marketing Specialist Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Follow The Push on LinkedIn here: The Push: Overview | LinkedIn

Follow The Push on TikTok here: thepushmedialab (@thepushmedialab) | TikTok

Follow The Push on YouTube here: The Push - YouTube

Follow The Push on Instagram here: The Push (@bethepush) • Instagram photos and videos

Visit The Push website here: Marketing scenarios. Relatable problems. Practical solutions. | The Push Podcast (bethepush.com)

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: Home | Market Science (market-science.co)

The most seldom used tactics are often the most effective.

You already know about the typical sales and marketing tactics, eg. email marketing, content creation, and PPC. 

But what about some lesser thought about tactics?

And how can your company use them to increase revenue?

In this episode we share stories where we’ve used unusual tactics to increase sales and improved marketing effectiveness. 

Specifics this episode cover include:

• Simple event strategies that are low cost but high impact
  
  
• How to meet more senior individuals in your industry and build a genuine relationship with them
  
  
• How to approach relationship building with well connected individuals
  
  
• How you can rapidly build trust with senior people in your target market
  
  
• Some unique ways to approach networking
  
  
• How to use the principle of reciprocity for your business growth

This episode was co-hosted by Brand Strategist Jack Ferguson and Product Marketing Specialist Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson: Overview | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: Home | Market Science (market-science.co)

Ever wondered why your sales demos might not be hitting the mark?

Ever wondered why your proposals seem to stall at the finish line?

It can be frustrating, disheartening, and perplexing when you can’t figure out why on earth your prospects aren’t pulling the trigger. So what should you do about it?

In this episode we tackle the intricate world of B2B sales with a blend of strategy and captivating storytelling.

We explain why your prospects are ghosting, and what you can do about it.

Specifics this episode cover include:

• What B2B buyers are thinking when evaluating your proposal.
  
  
• The four main barriers that get in the way of B2B prospects purchasing
  
  
• What demo:close ratios should you be aiming for? What ratios are too low?
  
  
• How to get buy in from your prospect’s stakeholders
  
  
• Whether or not you should add urgency to a B2B sales process?
  
  
• How to reduce the risk of purchasing for prospects which in turn makes the sale more likely.
  
  
• The importance of an info pack and the key points it should contain.
  
  
• How to identify areas for improvement in your sales process
  
  
• Why prospect inaction is more of an enemy to you than competitors.

This episode was co-hosted by Brand Strategist Jack Ferguson and Product Marketing Specialist Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: Home | Market Science (market-science.co)

Customer Acquisition Costs (CAC) are commonly spoken about in business circles, but is the metric useful?

In this episode we speak about the pros and cons of using such a metric in your marketing and sales departments.

We cover:

- What factors can influence the accuracy of CAC measurements?

- How Marketing Agencies game CAC

- Whether a mid sized company should use CAC or something else

- How Executive and Marketing teams form different perspectives around ROI

- How to get a wife in 20 dates

- The Doorman Theory

And

- How company culture and marketing are interconnected

This episode was co-hosted by Jack Ferguson and Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: https://market-science.co

Let’s talk about lead generation! Every startup has this issue, many companies have this issue. 

On this season of the podcast, we look at an issue a company is facing on each episode, in today's episode, it is for AI consulting startup Writrrr spearheaded by CEO Jordan. He has taken the initiative to investigate what is preventing his startup's growth. 

He has drawn the conclusion that his business is lacking leads. So how should he approach this? Should he hire a lead gen agency?

We’ll answer this question on this episode. 

Who should listen?

- Small business owners 

- Sales professionals who work in small businesses 

- Marketing professionals who work in small businesses,

and of course,

- The generally curious.

Some of the specifics this episode will cover include:

- In what circumstances should you hire a lead gen agency

- How lead generation works and how to think about it.

- How to appropriately use budget to scale lead generation

- How to pick how to get rich lead gen schemes and how to avoid them

- How to think about short, medium and long term lead generation - but what do these mean?

- What all roads lead to leads means.

This episode was co-hosted by Jack Ferguson and Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex's website here: Home | Market Science (market-science.co)

This episode is all about finding what customers actually want. When customers don't even know, better questions are needed...

Plot line: Our CEO (and main character of our journey), Sarah, has taken on our previous advice and now wants to dive in deeper to their customers' needs. But where do they start? Who do they ask? And what questions will give answers worth actioning?

Who should listen?

- CEOs or GMs of mid-sized companies
- Small business owners
- Sales professionals who work in small or medium businesses
- Marketing professionals who work in small or medium sized businesses
and
- The generally curious.

Some of the specifics this episode will cover include:

- How to optimise specific questions to get deeper insights

- How to get inside the customers' mind - what do they really mean? What do they really want?

- Why first answers are never enough - and why you need to unpack each answer to find the gold!

- The value of open questions vs closed questions

- Why value is subjective, and how pricing is a quantitative version of value.

This episode was co-hosted by Jack Ferguson and Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: Home | Market Science (market-science.co)

This episode is all about marketing budgets for startups. With so much chaos - where should we even invest?!

Founder (and main character), Jordan, has now seen success in converting 5 of 10 free users to paid for his company Writrrr.
 
But now he has been advised by his board to build out a marketing budget and plan for next FY to scale this success further and faster.

So where should Jordan begin?!

Some of the specifics this episode will cover include:

- Best place to start - how to reverse engineer a lead generation strategy based on the CAC and desired number of leads,  a clear roadmap to define their marketing budgets.

- The significance of data-driven decision-making,

- Pinpointing effective channels and messaging through growth testing.
 
- The crucial role of hiring skilled personnel - but only at the right time...

- The importance of considering customer success and retention in budget planning.

Who should listen to this episode?

Startup leaders, CEOs, Founders, sales and marketing manager of early-stage companies, small business owners, marketing professionals who work in small sized businesses, and of course, just the generally curious...

This episode was co-hosted by Jack Ferguson and Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson: Overview | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: https://market-science.co

This episode is all about Targeting, in particular for mid-sized B2B companies.

We’re going to explore how to think about your targeting, why targeting is important, what your targeting options are, and ultimately how to utilise it to make more money.

Who should listen?

CEOs or GMs of mid-sized companies, small business owners, sales professionals who work in small or medium businesses, and marketing professionals who work in small or medium sized businesses, and of course, just the generally curious.

Why?

You’re going to understand more targeting models by the end of the episode, and know which one is best for you to make you more money, and perhaps to be able to test out the marketers in your life. How much do they really know about something so foundational to the discipline?

In this episode, CEO Sarah now wants to know how they should approach targeting, who should they go after, and why?

Some of the specifics this episode will cover include:

- Why targeting is important?

- Targeting Definitions: What above the line means? What below the lines mean? What through the line means?

- The attributes and advantages of different targeting models, such as STP, Sophisticated Mass Marketing, and Two Speed Targeting.

- The difference between distinctiveness and differentiation and why it matters?

- And many examples and stories to illustrate all these concepts!

-----

This episode was co-hosted by Jack Ferguson and Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: Home | Market Science (market-science.co)

This episode is all about Product Positioning and Product Marketing, in particular for early-stage startups and smaller companies.

We’re going to look at key considerations to help you get more bang for your buck in these product areas.

Who should listen?

Founders of startups, employees of startups, marketing professionals, sales professionals, and business owners.

Why?

To better understand the key things to get your product messaging right, which will increase revenue and delight customers.

This concept is explored through a scenario. An AI consulting startup Writrrr, who have 4 employees and a CEO Jordan Lee. Employees are a salesperson, marketer, AI expert who is also the product manager, and a developer. Currently they have 10 free users on the platform and no paid customers.

In this episode, Writrrr’s marketer, Bailey, wants to get in a product positioning consultant as the market doesn’t understand what they do. CEO Jordan is skeptical. So what should he do?

Some of the specifics that this episode will cover include:

- What product marketing and product positioning is?

- How to use the 5 why’s to nail your message

- What marketers can learn from sales people around product messaging

- Many examples of strong and weak product positioning

- The fastest way to know whether your product messaging is effective

This episode is co-hosted by Jack Ferguson and Alex Urquhart

Links to Jack and Alex:

Jack's LinkedIn: Jack Ferguson | LinkedIn

Alex's LinkedIn: Alex Urquhart | LinkedIn

The Push website: Marketing scenarios. Relatable problems. Practical solutions. | The Push Podcast (bethepush.com)

The Push LinkedIn: The Push: Overview | LinkedIn

Jack’s personal website: Small Business Consultant Brisbane - Jack Ferguson

Alex’s website: Home | Market Science (market-science.co)

This episode is all about marketing and sales measurement, particularly in mid-sized B2B companies.

You’re going to understand what metrics you should track to improve your growth, particularly in B2B.

We’re going to look at how to measure marketing and sales functions, the exact metrics, and why.

Who is this episode perfect for?

- CEOs or GMs of mid-sized companies

- Small business owners

- Sales professionals who work in small or medium businesses

- Marketing professionals who work in small or medium
sized businesses

- The genuinely curious 

Some of the specifics that this episode will cover include:

- How to use science and studies in your sales and marketing measurements.

- The four categories of measurement within the sales and marketing departments.

- A mental framework for thinking about the measurements you make.

- A buying process and a selling process and why it is important to differentiate between the two.

- Why the marketing or sales funnel is so flawed.

- How to bring more predictability to your marketing and sales functions.

- What is share of search and how can it help measure awareness?

- How qualitative data makes you more money.

This episode is co-hosted by Jack Ferguson and Alex Urquhart.

Links to Jack and Alex:

Jack's LinkedIn: Jack Ferguson | LinkedIn

Alex's LinkedIn: Alex Urquhart | LinkedIn

The Push website: Marketing scenarios. Relatable problems. Practical solutions. | The Push Podcast (bethepush.com)

The Push LinkedIn: The Push: Overview | LinkedIn

Jack’s website: Small Business Consultant Brisbane - Jack Ferguson

Alex’s website: Home | Market Science (market-science.co)