Transcript
WEBVTT 1 00:00:05.040 --> 00:00:08.429 Welcome back to be tob growth. I'm Logan Lyles with sweetfish media. I'm 2 00:00:08.429 --> 00:00:13.509 joined today by Jason Saroda. He's the head of Commercial Business Development for Magento 3 00:00:13.589 --> 00:00:17.989 and Marquetto for North America West at Adobe. Jason, welcome to the show 4 00:00:18.030 --> 00:00:21.030 man. How are you doing today? I'm doing well. Thanks for having 5 00:00:21.030 --> 00:00:24.260 me on, Logan. Super excited to connect with you. Absolutely. That 6 00:00:24.339 --> 00:00:29.179 might be the longest title I've ever introduced anywhere on this show. You hold 7 00:00:29.219 --> 00:00:33.299 the record now. Man. It's a big organization. You guys have a 8 00:00:33.340 --> 00:00:36.850 lot going on over there at Adobe. We recently had a member of the 9 00:00:36.890 --> 00:00:41.770 marketing team on talking about the big pivot to taking adobe summit virtual this year. 10 00:00:41.770 --> 00:00:43.890 We'll have to link to that one in the show notes. You guys 11 00:00:43.890 --> 00:00:46.770 have been up to a lot of different things. We're going to be talking 12 00:00:47.369 --> 00:00:52.560 specifically for more of the the sales and Business Development folks today how to handle 13 00:00:52.840 --> 00:00:58.200 inbound versus outbound leads differently, how you approach scheduling, different vocabulary that you 14 00:00:58.280 --> 00:01:02.159 want to use. You manage a large team and there's lots of coaching that 15 00:01:02.240 --> 00:01:04.269 you're doing. But before we get into that, Jason, I'm curious we 16 00:01:04.390 --> 00:01:08.950 get to know a lot about our guests with some fun questions. Do you 17 00:01:10.030 --> 00:01:14.189 like pineapple on your pizza or is that a big no in your household? 18 00:01:14.790 --> 00:01:17.829 That's a big, big, big yes actually in my how I am with 19 00:01:17.989 --> 00:01:21.260 you, man. I am team Pineapple, team pineapple. I love the 20 00:01:21.299 --> 00:01:23.819 wine pizza all the way. I love it, man. Now that we 21 00:01:23.859 --> 00:01:26.340 got that and way, why do you think this is an important topic, 22 00:01:26.379 --> 00:01:33.250 especially for bdrs, SDRs and sales people in general, to not go kind 23 00:01:33.250 --> 00:01:37.930 of through some of the same motions that you would with an inbound lead versus 24 00:01:38.090 --> 00:01:41.810 an outbound lead? Why do you think, on the whole, before we 25 00:01:41.890 --> 00:01:45.290 get into some of the tactics, why is this important for sales people to 26 00:01:45.329 --> 00:01:49.040 be thinking about? I think it all has to do with perspective and kind 27 00:01:49.079 --> 00:01:55.280 of how your approach and kind of the timeline sales cycle. You know, 28 00:01:55.400 --> 00:01:59.959 communication and your strategy super important, and kind of how you deal with inbound 29 00:02:00.000 --> 00:02:04.829 leads versus a bound leads. Lot goes into your research process, educating different 30 00:02:04.989 --> 00:02:07.789 prospects. You know, your hand off to sales. Everything is totally different 31 00:02:08.550 --> 00:02:15.099 and your expectations with sales raps, recumdations with prospects, so so super important. 32 00:02:15.099 --> 00:02:20.020 To kind of how you approach that business. Yeah, I saw a 33 00:02:20.180 --> 00:02:23.580 little bit of a debate the other day on scheduling links. You know what's 34 00:02:23.819 --> 00:02:30.090 what's the quickest way to actually convert folks? I've actually found that with inbound 35 00:02:30.129 --> 00:02:34.050 leads, one of the things I've been doing is they've already raised their hand 36 00:02:34.250 --> 00:02:37.370 and said Hey, I want to talk to you. So I've actually I 37 00:02:37.610 --> 00:02:40.770 picked this up from Sarah Brazier at Gong in a Linkedin Post that she did 38 00:02:42.250 --> 00:02:46.039 just directly sending a meeting invite, and then I have a template that says, 39 00:02:46.039 --> 00:02:47.520 Hey, if I picked the bad time, feel free to send me 40 00:02:47.560 --> 00:02:51.719 your lane or here's mine. So I give them kind of two outs, 41 00:02:51.759 --> 00:02:53.800 but I try to make it super easy for them. I wouldn't do that 42 00:02:54.039 --> 00:02:58.400 with an outbound lead. But is that the sort of thing like if we 43 00:02:58.479 --> 00:03:02.069 dig into scheduling, some of those nuances that you're coaching reps on? Yeah, 44 00:03:02.229 --> 00:03:06.870 I definitely think that's a great idea. I actually do recommend. I 45 00:03:06.909 --> 00:03:10.189 wouldn't blindly send like an invite over for outbound right in the beginning, but 46 00:03:10.229 --> 00:03:13.819 if you're having trouble, if you staff a few messages, I actually do 47 00:03:13.979 --> 00:03:16.500 recommend doing that and it's kind of you're setting up the person, you're making 48 00:03:16.500 --> 00:03:21.780 their lives easier. So definitely by setting a time, having it you know, 49 00:03:22.419 --> 00:03:24.500 here's a place on my calendar that works for you. It's all about 50 00:03:24.500 --> 00:03:29.849 making that customer experience that much easier for them, so you're more likely to 51 00:03:29.930 --> 00:03:31.849 get that meeting and also lie likely for the prospect it goes to you. 52 00:03:32.250 --> 00:03:36.729 So definitely recommend doing that as well. Yeah, absolutely. And just to 53 00:03:36.810 --> 00:03:39.810 qualify for anybody saying I'd never send a blind meeting request to, you know, 54 00:03:39.889 --> 00:03:43.960 a cold prospect that I've been going out bound to, we're saying like 55 00:03:44.400 --> 00:03:47.319 they've said yes, but they just haven't booked the time yet, because you 56 00:03:47.400 --> 00:03:51.599 might think that it's presumptuous, you might think that it's even rude. But 57 00:03:52.000 --> 00:03:54.789 I posted about this on Linkedin the other day and people were chiming in that 58 00:03:55.030 --> 00:03:59.229 they've been doing this or they love when people do this because it takes the 59 00:03:59.270 --> 00:04:01.629 thinking out of it, because then your prospect just looks like, Oh, 60 00:04:01.629 --> 00:04:05.229 yeah, that does work for me. Now don't do it for tomorrow and 61 00:04:05.629 --> 00:04:09.069 think about the fact that, oh, Jason's on the West Coast, I 62 00:04:09.150 --> 00:04:13.539 probably shouldn't hit send him something for eight am Eastern. Right, think about 63 00:04:13.740 --> 00:04:15.500 those things and make it easy for them, because there's some ways to make 64 00:04:15.579 --> 00:04:18.740 some missteps. They're right. Yeah, no, it's definitely true. It 65 00:04:18.860 --> 00:04:24.730 definitely true. Differently scheduling inbound versus outbound. You know it's inbound. You 66 00:04:24.810 --> 00:04:28.129 know they're coming to their awareness is that much more. You know, there's 67 00:04:28.129 --> 00:04:31.250 already built in trust. They're coming to directly excited. Most of the time, 68 00:04:31.370 --> 00:04:34.529 there's a lot of pain points already built into it. They're more eager 69 00:04:34.569 --> 00:04:38.329 to hop on the phone versus, you know, an outbound when you're scheduling, 70 00:04:38.370 --> 00:04:42.480 might be something that you just need to set a specific time. You 71 00:04:42.519 --> 00:04:46.120 know, make their lives easier and just set it up for them so they 72 00:04:46.160 --> 00:04:48.720 don't have to think twice about it. Yeah, so you would say this 73 00:04:49.000 --> 00:04:53.389 new way of all right, I have someone who's engaged, whether their outbound 74 00:04:53.389 --> 00:04:57.149 or inbound, that really the default should be to just go ahead and send 75 00:04:57.189 --> 00:05:00.829 a meeting invite. But it's actually going to be. It's actually even more 76 00:05:00.870 --> 00:05:04.670 important with that outbound person because you're having to overcome more friction, whereas the 77 00:05:04.670 --> 00:05:08.500 inbound person would be like, Hey, I've already done this to come to 78 00:05:08.579 --> 00:05:11.740 you. I don't mind clicking a link and picking a time, but if 79 00:05:11.779 --> 00:05:15.699 it's outbound, they're they're just mildly interested. Right. Yeah, especially because 80 00:05:15.699 --> 00:05:19.579 it's all comes out as to psychology as well, especially for a bound since 81 00:05:19.579 --> 00:05:24.170 you're kind of building that trust and awareness. If you said an invite out 82 00:05:24.250 --> 00:05:29.129 you know it's a lot of people don't like to decline something or to client 83 00:05:29.170 --> 00:05:31.490 reject somebody. So it's a lot easier just to click and accept button versus 84 00:05:31.889 --> 00:05:36.279 cold calling somebody. So when I recommend, I always tell my my bdrs 85 00:05:36.319 --> 00:05:39.800 to when you're on the phone on the goal is try to get that scheduled 86 00:05:39.879 --> 00:05:42.439 meeting. So if you get them other phone for a second, send them 87 00:05:42.480 --> 00:05:45.879 an invite immediately or send them and just try to get that time a good 88 00:05:45.920 --> 00:05:49.870 placeholder. Is that something you guys implemented recently or is that kind of always 89 00:05:49.910 --> 00:05:54.470 been your mo for for a while? Just curious if you guys turn that 90 00:05:54.550 --> 00:06:00.310 on recently and if you saw kind of any direct correlation to show rates or 91 00:06:00.550 --> 00:06:03.300 meeting booked rates anything like that. Jason, I definitely was something when new. 92 00:06:03.300 --> 00:06:06.300 We tried, I would think, the last year to seeing that these 93 00:06:08.060 --> 00:06:12.420 ghosting rate has definitely declined since we've done this kind of strategy, it's more 94 00:06:12.500 --> 00:06:15.699 likely that person's actually going to stick to showing up versus. You know, 95 00:06:16.259 --> 00:06:18.610 here's what that words. Maybe you're on the phone with them and setting the 96 00:06:18.810 --> 00:06:21.610 actually setting them invite. While you're on the phone with them. It's kind 97 00:06:21.610 --> 00:06:25.209 of like, Hey, this is what we just discussed. You're laying out 98 00:06:25.209 --> 00:06:29.449 the next steps. So establishing the next steps super important and kind of laying 99 00:06:29.490 --> 00:06:31.769 that groundwork for you for, you know what we're going to discuss the next 100 00:06:31.810 --> 00:06:34.160 phone call. Yeah, so I would say, you know, this first 101 00:06:34.160 --> 00:06:39.040 tip on scheduling of not waiting for them to book something, even if you 102 00:06:39.079 --> 00:06:42.879 do have a convenient link via, you know, outreach, your mix Max 103 00:06:42.920 --> 00:06:46.509 or hub spot or whatever tool you're you're using, but just going straight to 104 00:06:46.709 --> 00:06:50.029 sending. That can work really well with inbound and outbound, as long as 105 00:06:50.069 --> 00:06:54.389 they've raised their hand to some degree. Now, one of the things in 106 00:06:54.550 --> 00:06:58.149 one of our last conversations offline, Jason, you were talking about that you're 107 00:06:58.230 --> 00:07:04.540 coaching reps to handle inbound versus outbound first call conversations a little bit differently in 108 00:07:04.740 --> 00:07:10.540 the vocabulary that you're using, and this is something that Kevin Dorsey Kd. 109 00:07:11.300 --> 00:07:15.060 I love here and him kind of break down different vocabulary, different cadences, 110 00:07:15.100 --> 00:07:17.009 stuff like that. I nerd out on this sort of stuff. So what's 111 00:07:17.050 --> 00:07:23.129 been big for you as far as coaching on vocabulary, inbound versus outbound, 112 00:07:23.170 --> 00:07:28.850 with your with your teams lately? Yeah, I would definitely say vocabulary super 113 00:07:28.930 --> 00:07:33.439 important, especially when you're going in convert into a conversation. They may not 114 00:07:33.560 --> 00:07:38.519 be super technical or they may be super technical, different person as you're talking 115 00:07:38.639 --> 00:07:42.680 to. So for apt bound conversations I usually don't you know, there's usually 116 00:07:42.800 --> 00:07:46.709 not built in trust already. There's not as much awareness. So I usually 117 00:07:46.829 --> 00:07:48.829 tell people don't say hey, there's a project, don't say hey, what, 118 00:07:49.189 --> 00:07:51.550 what do you know? There's never a project ready. You're kind of 119 00:07:51.550 --> 00:07:57.149 creating that project. Or if, basically, if you're using certain industry words. 120 00:07:57.470 --> 00:08:00.939 So like, for example, I sell ecommerce software, so I wouldn't 121 00:08:00.939 --> 00:08:03.420 necessarily always go out it for outbound a hey, what's your what you know? 122 00:08:03.420 --> 00:08:07.779 I wouldn't use the word ECOMMERCE too early because a lot of people may 123 00:08:07.899 --> 00:08:11.980 just comes off to aggressive or to sales and people can easily run away. 124 00:08:11.980 --> 00:08:15.050 So I almost would be very broad and kind of when you're reaching out out 125 00:08:15.089 --> 00:08:16.490 bound, saying, you know, I want to learn about your digital strategy. 126 00:08:16.569 --> 00:08:20.329 What are your goals? You know, we're here to help transform your 127 00:08:20.769 --> 00:08:24.370 customer experience and how can I help? And definitely way more compultative versus, 128 00:08:24.569 --> 00:08:28.079 you know, inbound you can usually they're coming to you, there's tries built 129 00:08:28.199 --> 00:08:33.120 in, maybe there's some awareness familiarity and you can definitely use some more words 130 00:08:33.159 --> 00:08:37.440 that are more specific to your product because they're coming to you versus I wouldn't 131 00:08:37.440 --> 00:08:41.509 necessarily use the super specific on your product yet until you kind of learn about 132 00:08:41.509 --> 00:08:45.909 their pain points and goals and then you can kind of pivot to how your 133 00:08:45.950 --> 00:08:48.549 product can help solve their problems. Yes, especially when you have a pretty 134 00:08:48.549 --> 00:08:52.350 large portfolio like you guys. To write. It becomes even more important when 135 00:08:52.350 --> 00:08:58.500 you've got different solutions and it's not just hey, we sell this sales engagement 136 00:08:58.539 --> 00:09:03.179 platform or this proposal solution, especially with the teams that you guys have, 137 00:09:03.620 --> 00:09:07.059 you have to take that consultative approach. So even being more careful about that 138 00:09:07.299 --> 00:09:11.889 with without bound so that it doesn't, Hey, I'm just pigeonhole in you 139 00:09:11.009 --> 00:09:16.570 to see if you're looking for marketing automation yet right. Yeah, and usually 140 00:09:16.690 --> 00:09:20.970 in definitely, usually it's definitely more strategic when you're talking about vocabulary and which 141 00:09:20.970 --> 00:09:24.039 when you're outbounding it's most of the time they should always be fitting your your 142 00:09:24.080 --> 00:09:26.919 ideal customer profile, but if it's in bound, they not necessarily may not 143 00:09:28.000 --> 00:09:31.840 be a fit. You know, qualifying in and out more quickly is definitely 144 00:09:31.879 --> 00:09:33.679 going to save you a lot of time. But when you're using certain words 145 00:09:33.720 --> 00:09:37.639 outbound that you're going you know they're they should, they are definitely a fit 146 00:09:37.720 --> 00:09:39.629 when you're going after the map. Yeah, let's dig in there a little 147 00:09:39.669 --> 00:09:43.509 bit, Jason, because that's been something that's really top of mine. For 148 00:09:43.590 --> 00:09:46.509 me because I'm a sales team of one hero at sweet fish we generate a 149 00:09:46.909 --> 00:09:52.110 lot of inbound, partially because podcasting is is really hot right now and and 150 00:09:52.629 --> 00:09:56.940 personally because James and the team we're doing a great job of building brand before 151 00:09:56.940 --> 00:10:00.740 I ever joined. So we're fortunate in that way. At the same time, 152 00:10:00.779 --> 00:10:03.220 we want to get really good, like you said, at qualifying in 153 00:10:03.379 --> 00:10:09.049 and out very quickly. What are some pieces of advice that you give for, 154 00:10:09.409 --> 00:10:13.529 you know, maybe in bound drs were he's that are taking in whoever 155 00:10:13.529 --> 00:10:16.409 it is taking in bound leads and it's really important to qualify in or out. 156 00:10:16.690 --> 00:10:18.730 But you also don't want to. You want to make sure that you 157 00:10:18.809 --> 00:10:22.720 don't like make it feel like are you big enough for us? Like I 158 00:10:22.840 --> 00:10:26.840 don't, I don't want to deal with you, because you can really rub 159 00:10:26.919 --> 00:10:28.960 someone the wrong way. That could be a great opportunity. How do you 160 00:10:30.039 --> 00:10:33.720 coach on striking that balance? Jason? I think the biggest balance is really 161 00:10:33.759 --> 00:10:37.429 funny out like what are the prospects, long term goals? Like? I 162 00:10:37.509 --> 00:10:41.190 definitely always approach like what what do you really want to do and what do 163 00:10:41.470 --> 00:10:43.950 they want to accomplish? If they're looking safe, for example, if we're 164 00:10:43.990 --> 00:10:48.269 selling a, you know, a very expensive software or more for enterprise or 165 00:10:48.309 --> 00:10:52.220 mid market in the company is not really looking to grow, or they're, 166 00:10:52.379 --> 00:10:54.460 you know, they are not having certain pain points, so maybe they're not 167 00:10:54.500 --> 00:10:58.700 a fit and maybe maybe a different type of software is a better fit that's 168 00:10:58.779 --> 00:11:03.220 less expensive, and it just depends on what they're experiencing. If they're if 169 00:11:03.259 --> 00:11:07.769 their goal is to go international, grow to the next level, reach a 170 00:11:07.889 --> 00:11:13.250 six figures or even even bigger than definitely you can have that conversation like how 171 00:11:13.409 --> 00:11:16.610 big do you want to get versus you know what pain points you're having as 172 00:11:16.649 --> 00:11:20.759 well. Yeah, that's a really good point. So tactically that probably changes 173 00:11:20.799 --> 00:11:26.519 your question from how many employees do you have versus that. Right, what's 174 00:11:26.559 --> 00:11:28.519 your team like now and what are some of the goals that you guys are 175 00:11:28.559 --> 00:11:33.110 moving towards in in two thousand and twenty one? Right, exactly. Yeah, 176 00:11:33.429 --> 00:11:37.470 I love that. So let's talk about because research is obviously really important 177 00:11:37.470 --> 00:11:41.149 in both inbound and outbound, and there's always this debate, right, how 178 00:11:41.190 --> 00:11:46.539 much do you do to improve that experience and and add some velocity to your 179 00:11:46.580 --> 00:11:50.820 sales cycles? But if you're doing so much to try and add velocity, 180 00:11:50.820 --> 00:11:54.299 you don't have enough time for enough meetings for that velocity to actually translate into 181 00:11:54.379 --> 00:11:58.500 anything. So talk to us a little bit about striking that balance, maybe 182 00:11:58.620 --> 00:12:03.610 first withoutbound, and then we could talk about inbound, especially if you're you're 183 00:12:03.610 --> 00:12:07.250 not necessarily having that first qualifying call, but you have you've had some sort 184 00:12:07.289 --> 00:12:13.049 of set up for in decent qualification and you're having that first really, you 185 00:12:13.129 --> 00:12:18.480 know, indepth discovery call. Let's talk about outbound first, in balancing the 186 00:12:18.679 --> 00:12:22.919 need for research and the number of hours in the day. No, it's 187 00:12:24.080 --> 00:12:28.519 definitely a very true and I think drs can definitely go down a rabbit hole 188 00:12:28.559 --> 00:12:31.750 of research easily where you're like, I know how much research is enough, 189 00:12:31.990 --> 00:12:37.190 but I definitely recommend Max three four minutes per prospect. I would say, 190 00:12:37.269 --> 00:12:41.350 you know, you definitely for outbound it. There comes a point where or 191 00:12:41.389 --> 00:12:43.590 you know, you can look them on Linkedin. You can look through sales 192 00:12:43.629 --> 00:12:46.659 course, to see the context and the history of if we spoke to them, 193 00:12:46.740 --> 00:12:50.259 of that, or understanding their language and history, and that that's a 194 00:12:50.340 --> 00:12:54.220 separate side research where you just understanding an industry versus going after a specific prospect. 195 00:12:54.340 --> 00:12:58.370 If you're going after a specific protect you should have done understanding. You 196 00:12:58.450 --> 00:13:03.250 know that the industry already kind of understanding that perspective, so you can talk 197 00:13:03.370 --> 00:13:07.529 their language. I would say that that's like a separate research. But when 198 00:13:07.529 --> 00:13:09.690 you're just going after a prospect, three or four minutes, you just want 199 00:13:09.690 --> 00:13:13.879 to be effective. You don't want to spend all your time researching and then 200 00:13:13.440 --> 00:13:18.159 well, an hour goes by and you're just down this rabbit hole and and 201 00:13:18.240 --> 00:13:22.799 you left one voice mail and and that's it. Right. Yeah, exactly, 202 00:13:22.840 --> 00:13:24.759 exactly. So when in doubt, if you're not sure, just try 203 00:13:24.759 --> 00:13:26.750 it. You know you're going to learn from it and you learn from your 204 00:13:26.789 --> 00:13:30.990 mistakes, so why not try it? If the three or four minutes and 205 00:13:31.070 --> 00:13:33.710 then you'll get better. Maybe you spoke to somebody in the manufacturing industry and 206 00:13:35.149 --> 00:13:37.669 you realize it didn't do enough research, but then you're going to learn from 207 00:13:37.669 --> 00:13:39.149 that one and then you're going to gain that knowledge for the next one. 208 00:13:39.230 --> 00:13:41.940 So it's just going to the research will be less and less over time, 209 00:13:41.980 --> 00:13:46.139 as you're just going to gain that knowledge over time. Yeah, absolutely. 210 00:13:46.460 --> 00:13:50.379 Now let's switch gears and talk about inbound research. Obviously these are these are 211 00:13:50.419 --> 00:13:54.059 pretty qualified folks. These are folks that have raised in their hand and they're 212 00:13:54.100 --> 00:13:58.330 they're coming right to you. So my feeling is you want to be doing 213 00:13:58.370 --> 00:14:01.850 a little bit more research, because it's not, you know, on the 214 00:14:01.929 --> 00:14:05.690 other end of that research is not potentially a ghosted email or just a voicemail, 215 00:14:05.730 --> 00:14:09.039 or maybe getting lost in a phone tree that I've been there before, 216 00:14:09.200 --> 00:14:13.240 like spent thirty minutes researching and then you get lost in a phone tree and 217 00:14:13.320 --> 00:14:16.559 then it's like, do I even come back to this one the next day? 218 00:14:16.639 --> 00:14:18.200 Do I remember much of the research that I did, that sort of 219 00:14:18.200 --> 00:14:22.559 stuff. But within bound pretty much all the research that you do is going 220 00:14:22.759 --> 00:14:26.909 to be effective if you do it effectively. So you know the three to 221 00:14:28.029 --> 00:14:31.870 four minute rule for outbound. What's kind of you your rule and maybe some 222 00:14:31.990 --> 00:14:35.429 of the tools that you guys have found effective for your folks handling inbound leads? 223 00:14:35.629 --> 00:14:39.620 Where do they go first and how much time you recommending they spend for 224 00:14:39.779 --> 00:14:43.019 inbound leads? When it comes to research, yeah, I would sink. 225 00:14:43.059 --> 00:14:48.299 The first thing I always tell bedrs is whatever marketing automation platform you're using, 226 00:14:48.299 --> 00:14:52.210 hopefully Marquetto, but whatever marketing platform you're using, I would definitely first thing 227 00:14:52.250 --> 00:14:56.210 is look at the interesting moments, you know, see what they're actually researching, 228 00:14:56.330 --> 00:14:58.409 what topics, because then you can kind of gear your approach to to 229 00:14:58.570 --> 00:15:03.850 what pain points they're having. Maybe they're reading a specific article, maybe it's 230 00:15:03.929 --> 00:15:07.600 a seasonal thing, maybe it's an industry thing. That's the number one thing 231 00:15:07.000 --> 00:15:09.919 for short of focus on. But also understanding their role. You know, 232 00:15:11.360 --> 00:15:16.080 CMO, or CIO or CTEO. Everyone's going to have a different perspective and 233 00:15:16.200 --> 00:15:20.080 pain point. So I think understanding their persona is super important and what industry 234 00:15:20.080 --> 00:15:24.950 they're coming from and seeing what customers you have that are maybe competitors to them 235 00:15:24.470 --> 00:15:28.870 or into similar, you know, situations then that you can kind of talk 236 00:15:28.909 --> 00:15:31.549 about while you're on the phone with them. So definitely really important to be 237 00:15:31.669 --> 00:15:35.309 a research yeah, that's a really good point. I like that low hanging 238 00:15:35.389 --> 00:15:39.860 fruit of checking in with your marketing automation or any other sort of content hub 239 00:15:39.940 --> 00:15:43.779 where you can see what are they engaging with, how much time have they 240 00:15:43.779 --> 00:15:46.860 spent, so that you're not, you know, one you're not wasting time 241 00:15:46.860 --> 00:15:50.610 talking about stuff that maybe they've already consumed, but you're also trying to pick 242 00:15:50.610 --> 00:15:54.330 up the conversation so that it feels like a smooth handoff from marketing to sales. 243 00:15:54.529 --> 00:15:58.610 Right, if marketing is doing a great job of nurturing that lead and 244 00:15:58.649 --> 00:16:03.440 has brought them to you, do marketing a favor and learn from that interaction 245 00:16:03.480 --> 00:16:07.080 and, I. Engagement. That is pretty easy for you to be able 246 00:16:07.120 --> 00:16:11.360 to get out of Marquetto or any other marketing automation platform that you've got access 247 00:16:11.399 --> 00:16:14.200 to, and I really like, you know, breaking it down then by 248 00:16:14.320 --> 00:16:18.909 roller persona and by industry, because I think it was a long form article 249 00:16:18.990 --> 00:16:22.669 on linked in a while back. I saw from Chris Arlaw, may have 250 00:16:22.750 --> 00:16:26.990 been like a year ago, how social proof can really backfire on you, 251 00:16:26.470 --> 00:16:30.269 and the way that that happens is when you use the wrong social proof. 252 00:16:30.309 --> 00:16:34.460 If you start talking about well, this organization, you know, we did 253 00:16:34.580 --> 00:16:37.419 this and this and this and delivered these amazing results, and I don't care 254 00:16:37.460 --> 00:16:41.940 if you did fivezero percent Roi and thirty days. If they're, you know, 255 00:16:42.019 --> 00:16:47.370 a small manufacturer and you're talking about a fortune five hundred tech company, 256 00:16:47.889 --> 00:16:49.970 it's going to fall on deaf ears and it's actually going to show the prospect 257 00:16:51.009 --> 00:16:55.330 that you don't really understand them. So taking that time to look at the 258 00:16:55.330 --> 00:16:59.529 content they're consuming, looking at their role in their industry and what sort of 259 00:16:59.649 --> 00:17:02.960 wins can I talk about and what sort of questions can I ask so that 260 00:17:03.000 --> 00:17:07.119 I can say, well, that sounds a lot like that Dada, this 261 00:17:07.279 --> 00:17:10.160 CFO, that you know, it's a great, you know, raving fan 262 00:17:10.240 --> 00:17:12.440 of ours, all that sort of stuff. So I think it sets you 263 00:17:12.480 --> 00:17:17.190 up to use the right social proof. Would would you say that's fair, 264 00:17:17.269 --> 00:17:21.069 chase? Yeah, no, that's definitely fair. It's definitely going to affect 265 00:17:21.269 --> 00:17:23.390 your approach with them and also in your education with them, because a lot 266 00:17:23.390 --> 00:17:26.910 of times prospects don't know what they don't know and you maybe have to educate 267 00:17:26.990 --> 00:17:32.180 them in a specific way. Maybe they having no specific types of pain points 268 00:17:32.220 --> 00:17:37.660 and your solution can solve multiple pains. So it's definitely really important to understand 269 00:17:37.420 --> 00:17:41.619 certain industries have different problems and understanding kind of your mindset going into it and 270 00:17:41.660 --> 00:17:47.609 their perspective on it. So definitely hearing their stories and kind of their background 271 00:17:47.650 --> 00:17:51.250 is super important. Yeah, Jason, this has been a great conversation. 272 00:17:51.369 --> 00:17:55.930 I love nerding out on, you know, vocabulary process. I am one 273 00:17:55.970 --> 00:17:59.880 of those process driven sales guys, so I love to break down stuff like 274 00:18:00.000 --> 00:18:03.359 this and I think you've given some good rules of thumb with these three areas. 275 00:18:03.400 --> 00:18:07.799 At beer minimum, you want to focus on research for inbound leads. 276 00:18:07.839 --> 00:18:10.880 Kind of pairs up with the three, two, four minute rule for of 277 00:18:11.039 --> 00:18:15.910 research for outbound leads and for anybody who is not sending those meeting requests and 278 00:18:15.990 --> 00:18:19.990 making it easier on their prospects, I highly encourage you to start doing that 279 00:18:21.029 --> 00:18:22.869 again. Make sure that it is someone who has raised their hand, either 280 00:18:23.029 --> 00:18:26.339 in bound or outbound, and take a look at linkedin and see if they're 281 00:18:26.339 --> 00:18:30.140 on the east coast or west coast and don't send them something for six in 282 00:18:30.180 --> 00:18:33.180 the morning or six at night, something like that. So those would be 283 00:18:33.220 --> 00:18:37.740 my caveats and my recommendation to folks listening today. Speaking of listeners, Jason, 284 00:18:37.779 --> 00:18:41.140 if anybody listening to this would like to stay connected with you, reach 285 00:18:41.220 --> 00:18:45.450 out jam on Business Development, sales or anything like that, or just stay 286 00:18:45.490 --> 00:18:48.529 connected with you, what's the best way for them to do that? Yeah, 287 00:18:48.609 --> 00:18:51.970 Linkedin is definitely great. I'm always on there, you know, sending 288 00:18:52.009 --> 00:18:53.930 out great messages as well. So please, please, feel free to reach 289 00:18:53.970 --> 00:18:57.720 out any questions, advice. More than happy to chat. I love it. 290 00:18:57.759 --> 00:19:00.240 Jason, thank you so much for being our guest on the show today. 291 00:19:00.240 --> 00:19:07.400 Man, thank you, loan, I appreciate it. and Sweet Fish, 292 00:19:07.440 --> 00:19:11.470 we're on a mission to create the most helpful content on the Internet for 293 00:19:11.630 --> 00:19:15.269 every job function in industry on the planet, for the BB marketing industry, 294 00:19:15.430 --> 00:19:19.109 this show is how we're executing on that mission. If you know a marketing 295 00:19:19.190 --> 00:19:22.589 leader, that would be an awesome guest for this podcast. Shoot me a 296 00:19:22.710 --> 00:19:26.059 text message. Don't call me because I don't answer unknown numbers, but text 297 00:19:26.140 --> 00:19:30.940 me at four hundred seven for and I know three and thirty two eight. 298 00:19:30.259 --> 00:19:33.299 Just shoot me their name, maybe a link to their linkedin profile, and 299 00:19:33.420 --> 00:19:37.299 I'd love to check them out to see if we can get them on the 300 00:19:37.339 --> 00:19:37.609 show. Thanks a lot
