507: The Forgotten Marketing Persona w/ Steve de Mamiel

ABOUT THIS EPISODE

In this episode we talk to Steve de Mamiel, Director at Hostopia and author of "The Mongrel Method".

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a poncastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media DOTCOM, you're. Listening to the bee, Tabeegrowth show a potcast dedicated to helping be to be executive, achieveexplosive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm James Carberry andI'm Jonathan Green. Let's get into the show, welcome back to the B to B Gros show.Today we were joined by Steve De Mamiel. Steve is the director of Hostovia andI's. Also, the author of the MONGREL method, Steve welcomed to the show OlJonathan Gred to be with you, it's great to have you here it's Fridaymorning for us here in Florida. It's about eleven o'clock pm Friday nightfor you out in Australia, so on extra special thanks for taking some time outof your schedule to join us on the show, and today we're going to be talkingabout this idea of the forgotten marketing persona. But before we getinto that M, you can tell us a little about what you're, up to these days alittle bit more about the Monro method and just provide a little bit ofcontext for our listeners. Sure thanks Jonathan, so the Mongrel methord is abook that I released a couple of month ago, which focuses on sales and marketing with the new breder.By when I talk about the new breeader bits, those who are starting theconversation with a sales person with these already formed views about whatthey want, the problem they're trying to solve, or the benefit they're tryingto derive- and that's very different to some years earlier, where the silesperson was held a lot of information...

...and provided a lot of that education,and now a lot of that is done online. It's done it's certainly a role ofmarketing and I describe the marking role S, one of providing education andinformation for the purchaser yeah. The customl and syles is really now adecision in Nablement process. So we've got a very different. I guess salesprocess t takes place in most organizations today, yeah, certainlythe the landscape has changed, so I think you're right on the money withthat assessment, so ste, let come jump right into it. We're talking about theforgotten marketing persona. This idea of the action taker kindo help o walkme through w. What are we talking about today? Yehso, going back a millionyears ago, when I went to university we spoke about you know. We taught aboutthe four pees of marketing and market sigmentation and demographics and allthose sort of things that formed a view of the potential customer, so you'd talkabout where they lived, they're in calm and you'd form up all of these ideas ofwhat they look like. I argue today that the marking pesonareally ought to be set aside to a degree, and it should be really focusedon customers that are showing intent, and I talk about customer intent asthose who are taking action. Those who are invested in in the purchaseddecision and of Stalaa bying journey and thatsreally, where the focus oughtto be cause marking persowners really address the entire. I guess a dressablemarket, where those the customers ere showing intent, those who have alreadystarded that Byin journey and that...

...where the marketing focus ought to be-and we n get some real focus on those who are showing inten to are takingaction who are going to make a purchasing decision. So Steve, is Imean? Are you kindo saying that it's you shouldn't even worry about thepeople who haven't even kind of gotten started on this? You know buyersjourney. You shouldn't even be thinking about the people who you know. Maybethey don't even realize that you that they have a problem that you can solve,I mean, should you just ignore those people? Look I wouldn't go to dadextreme. I think there's some of that early stage, education that needs tohappen, and that might be done through. U Ome content, it's certainly a proportion of themarketing budge of the marketing plan that has to happen, but there reallyneeds be focus on those who are taking action and if you look at what Google'sdone over the last eight EGH months, a lot of that is about how do youidentify those who are active in the marketplace? So Google have rolled outa number of initiatives. Bacons is one and then there's all these measuringtools that they brought out in their Edwards and their reporting tools,which look at phone calls and all sorts of b indicators of those who are activein the marketplace. They've set aside anything that really now describeswhere they live and all of those traditional market, sigmentations ordemographic views, and the focus is really on those who are looking in yourmarket place today or they're looking at Allied proxal services, sofragment's sake, if you're looking to by a motorbike googlewood flag, thosecustomers for those who might sell...

...motorbike helmets and safety gear andso forth, I've got it and so Steve Sort of offline. You had you had mentioned alittle about that. You know marketing in sales need to be jointly accountableand how they can support each other throughout the buying Jurey kind ofwhat? What does this mean to you? Eso Lots of people now understand the ideathat sales marketing should be working together. Marketing Traditionally Havinhad any responsibility for numbers, that's really being the sales domain.The quoda often lives with sales. Today, omarking really ought to be taking someresponsibilityfor that, because there's such an important part of Fir,certainly the Le Generation and then keeping the postsaile custoer engagedand bringing them back. So your marketing reallysh Y- U know- should besitting in the sales meeting and contributing to a you know a weeklysyles meeting and having some of that responsibily for the number and they'revery hard to separate the two disciplines now, particularly giventhat the qualification place is often sitting with marketing and sales mightbecome engaged with somebody who's not quite ready there, yet they're stilllooking at options and the soles person needs to gracefully exit and move on tothe next opportunity that lead really needs to be kept engaged through themarketing team, and so there needs of e this constant handover of leads andopportunities going backwart on boards. A lot of organizations have this ideathat marking simply qualifies a opportunity. They get a marking,qualified score for agments sake or some sort of other measure. Then it'spurely in the sile's bucket and...

...sometimes that's a bit prematureor. Theprospect hasn't fought through the implications of what they're looking topurchase properly and at that point it really ought to be handed back tomarket, because that prospect might need some ferver education. They mightbe missing a few required components and that might befinance or some other things, and at that point that's where it's back tomarketing. So there's the tes Beis very tight integration between the two. Theyboth need to be taking some responsibility for the numbers. Yeah,that's a very you know. I feel, like that's a very unique view that h thereyou know it can go the other way. I think you know a potential buyer can goback to marketing. You know, I don't think I I've heard really anyone talkabout that idea. So if any of our listeners are ou k, ow thinkingcritically about this, that someone came in as a results of the marketingefforts has engaged wh y know sales has engaged them. They are not quite ready.There's this opportunity to send them back to marketing. You know, do Yo haveany any pieces of advice for our listers than are thinking. Okay. Well,you know, what's what's a good way, like you said, Incytia, the integrationhas to be very tight. The collaboration has to be very on point. You know therea e there', some pieces of advice that you have concerning this process yeh sooften so the sols persons there in Prart of the custoer l they'reon the phone with them, and it becomes clear that they're not quite ready and,like I said there might be some prerequisites that need to happen. Itmight be finance, it might be other themes that haven't happened. So atthat point the conversation with the customers is look. Clearly. You need tolook at some other elements before we proceed. You need some fervor information, I'llget out, marketing, team or call or...

...whatever you want to to provide you.Some of that- and let's address that- and let's pick this conversation upagain later when you're ready. So that's that's doing two things: it'sallowing the salesperson to end the conversation and in that engagement andkeep the door open, and it's also allowing permission for marketing toget back involved and provide the further information that might berequired or dear with some of those objections and issues that haven't beenaddressed and and often it's not been addressed by that prospect, rather thana sals shortcoming. Yeah W, I'm sorry Goahad yeah, I was going to say it alsothen applies really post purchase, 'cause! That's where markeing. I shouldreally become re engaged, because a lot of people think that the salespiecefinishes that close sail and the customer tends to be forgotten about mm.I argue that afterwards, marketing should come back into the equation andmarking should be reengaging with the that what is now a Castmar, becausethere's two things going on often there's an opportunity to Selthem moreand thers, certainly the opportunity to Mak the Ma brand advocate and talk toYo n w their pegroup, whatever the case may be to influence others who might belooking to make the same purchase. And you know we all- we've all boughtsomething and we've got excited about it, and we all talk to our peers andfriends and colleagues about what we've done and often ther the people that are in the same fer as could potentiallymake the same purchase. So marking really needs to be a strong part ofthat to help that person become that brand advocate and build Y K ow. Whatis potentially the next round of leads.

Yeah Yeah we've had a a very talentedindividual on the Showo Suzi Pekoocan she's of that exact same mindsed, thatif your customers aren't out there being your biggest advocate, you're,doing something wrong and ah and you're kind of wasting this valuableopportunity. So Ou know that certainly makes a lot of sense now. Stevhen inyour mind, though, do you think that is that is the role of marketing? Do youthink that is you don't think that is a separate role? Some sort of you knowcontinued customer success role. You think that marketing has the ability tokind of is they're the ones that are supposed to be continuing on after thesale to ensure this sort of customer success and and spread that message oris there some sort of differentiation between those two jobs? Yeah look, I think in the firstinstance, it's certainly the role of marketing and, if you're, looking atyou kN W scoring that opportunity the next round of opportunities, therereally needs to be some trigger points it which markening say the sails hey.You need to go and talk to this person again, so there needs to be some sortof conversation around. What are those trigger points where it gets handedback to sales, but certainly the salesperson really needs to be focusedon the next major opportunity. A lot of this original post purchase, Sal,staftis and chillery bits and pieces. It's not a significant purchase,certainly in the short term and looksalespeople, are an outrageouslyexpensive resource. There's no scale in having somebody on the phone or sittingin front of a customer, so it needs to be a marketing responsibility. Yeah Y,a that makes a lot of sense. So Steve This has been some tremendous content.Man has been a real pleasure having you on the show. If anyone in our audienceis interested in following up a little bit more about today's content or theywant to know more about the monral...

...method, what's the best way for them togo about getting olde sure. So if they just simply, Google the mongrel method,com ill, find the website and cancertainly contact me by the websiteperfect well make sure to put that in the Shonoo and again St. Thank you soMonh for your time. Today, it's a pleasure getting to talk to you, TegJona, sping dride. If you're a be to be marketer, we wantto feature you on sites like Hoffington, post, social media, Examir and chiefmarker. Every week we send own a question related to be to be Markeng.We use the responses to those questions to fuel the content. We write forreally popular websites to head over to sweetfish, Metia, tcom, backlash,questions and sign up today. Thank you so much for listening until next time.

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