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 referral partner could be a game changer for any Bob Company. So what if you could reverse engineer these relationships at a moment's notice, start a podcast, invite potential referral partners to be guests on your show and grow your referral network faster than ever? Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BE TOB growth show. Today we are joined by Steve Demammiel. Steve is the director of Ostovia and he's also the author of the Mongrel method. Steve, welcome to the show. Hi, Jonathan, great to be with you. It's great to have you here. It's Friday morning for us here in...

Florida. It's about eleven o'clock pm Friday night for you out in Australia. So an extra special thanks for taking some time out of your schedule to join us on the show and today we're going to be talking about this idea of the forgotten marketing persona. But before we get into that, maybe you can tell us a little about what you're up to these days, a little bit more about the mongral method and just provide a little bit of context for our listeners. Sure. Thanks, Jonathan. Say the Mongrel method is a book that I released a couple of months ago which focuses on sales and marketing with the new breed of buy. When I took about the new breed of barrets, those who are starting the conversation with the salesperson with these already formed views about what they want, the problem they trying to solve or the benefit they're trying to derive, and that's very different to some years earlier where the salesperson...

...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 of marketing, and I describe the marketing roles one of providing education and information for the purchaser. Yeah, the customer, and sales is really now a decision enablement process. So we've got a very different. I guess sales process. It takes place in most organizations today. Yeah, certainly the the landscape has changed. So I think you're right on the money with that assessment. So, Steve, let's come jump right into it. We're talking about the forgotten marketing for Sola, this idea of the action taker. Kind of help. Why not walk me through it? where? What are we talking about today? Yeah, so, going back a million years ago, when I went to university, we spoke about it. You know, we're taught about the four peas of marketing and market segmentation and demographics and all of those sort...

...of things that formed a view of the potential customer. So you talk about where they lived, their income and you'd form up all of these ideas of what they look like. I argue today that the marketing persona really ought to be set aside to a degree and it should be really focused on customers that are showing intent, and I talk about customer intent as those who are taking action, those who are invested in a, in the purchase decision and of started or buying journey, and that's really where the focus ought to be, because marketing personas really address the entire I guess, a dressable market where those the customers who are showing intent, those who have already started that buying journey,...

...and that's where the marketing focus ought to be and we get some real focus on those who, you know, are showing intent to a taking action, who are going to make a purchasing decision. So, Steve Is, I mean, are you kind of saying that it's you shouldn't even worry about the people who haven't even kind of gotten started on this, you know, buyers journey? Shouldn't even be thinking about the people who are? You know, maybe they 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 that extreme. I think there's some of that early stage education that needs to happen and that might be done through you some content. It's certainly a a proportion of the marketing budget the marketing plan that has to happen, but they're really needs to be focus on those who are taking action and if you look at what Google's done over the last eight a months,...

...a lot of that is about how do you identify those who are active in the marketplace? So Google have rolled out a number of initiatives. Beacons is one, and then there's all of these measuring tools that they've rolled out in their ad words and and they're reporting tools which look at phone calls and all sorts of other indicators of those who are active in the marketplace. They've set aside anything that really describes where they live and all of those traditional market segmentations or demographic views, and the focus is really on those who are looking in your marketplace today or they're looking at allied products or services. So, for arguments sake, if you're looking to buy a motorbike, Google would flag those...

...customers for those who might sell motorbike helmets and safety gear and so forth. Guard it. And so, Steve, sort of offline you had you had mentioned a little about that. You know, marketing and sales need to be jointly accountable and how they can support each other throughout the buy injury kind of what what does this mean to you? Yeah, so lots of people now understand the idea that sales and marketing should be working together. Marketing traditionally haven't had any responsibility for numbers. That's really been the sales domain. The quota often lives with sales. Today. Marketing really ought to be taking some responsibility for that because there's such an important part of first certainly the lead generation and then keeping the post sale customer engaged and bringing them back. So you marketing really should be sitting in the sales meeting and contributing to us, you know,...

...a weekly sales meeting and having some of that responsibilie for the number. And they're very hard to separate the two disciplines now, particularly given that the qualification piece is often sitting with marketing and sales might become engaged with somebody who's not quite ready there yet. They still looking at options and the salesperson needs the gracefully exit and move on to the next opportunity. That lead really needs to be kept engaged through the marketing team, and so the needs of this constant handover of leads and opportunities going backwards and boards. A lot of organizations have this idea that marketing simply qualifies a opportunity. They get a marketing qualified score for ragment sake or some sort of other measure, and then it's purely in the sales bucket. And sometimes that's a bit premature or the prospect hasn't...

...fought through the implications of what they're looking to purchase properly, and at that point it really ought to be handed back to marketing because that prospect might need some further education, they might be missing a few required components and that might be financed or some other things, and at that point that's where it's back to marketing. So there's the needs to be some very tight integration between the two. They both need to be taking some responsibility for the numbers. Yeah, that's a very you know, I feel like there's a very unique view that there. You know, it can go the other way, I think. You know, a potential buyer can go back to marketing. You know, I don't think I've I've really anyone and talk about that idea. So if any of our listeners are, you know, thinking critically about this, that someone came in as a results of the marketing efforts, has engaged where,...

...you know, sales has engaged them, they are not quite ready, there's this opportunity to send them back to marketing. You know, do you have any any pieces of advice for our listeners that are thinking? Okay, well, you know what's what's a good way? Like you said, it's the integration has to be very tight. The collaboration has to be very on point, you know. Or there there's some pieces of advice that you have concerning this process? Yeah, so often so the sales persons, they're in front of the customer wile they're on the phone with them and it becomes clear that they're not quite ready and, like I said, there might be some prerequisites need to happen. It might be financed, it might be other things that haven't happened. So that point, the conversation with the customers is look, clearly you need to look at some other elements before we proceed. You need some further information. I'll get our marketing team, or call it whatever...

...you want to, to provide you some of that and let's address that and let's pick this conversation up again later when you're ready. So that's that's doing two things. It's allowing the stales person to end the conversation and in that engagement and keep the door open, and it's also allowing permission for mark to get back involved and provide the further information that might be required or deal with some of those objections. And issues that haven't been addressed, and often it's not been addressed by that prospect rather than a sales shortcoming. Yeah, well, I'm sorry. Go ahead, Steve. Yeah, and I was going to say it also then applies really post purchase, because that's where marketing, I should really become re engaged, because a lot of people think that the sales piece finishes that close a sale and the customer tends to be forgotten about.

MMM. I argue that afterwards marketing should come back into the equation and marking should be re engaging with the that what is now a customer, because there's two things going on. Often there's an opportunity to sell them more and there's certainly the opportunity to make the men a brand advocate and talk to, you know, their peer group, whatever the case may be, to influence others who might be looking to make the same purchase. And you know, we all know. We've all bought something and we've got excited about it and we all talked to our peers and friends and colleagues about what we've done and often they're the people that are in the same sphere as could potentially make the same purchase. So marketing really needs to be a strong part of that to help that person become that brand advocate and build, you know, what is potentially the next round of late. Yeah, yeah, we've had a very...

...talented individual on the show, Susie Peck, coach, and she's of that exact same mindset that if your customers aren't out there being your biggest advocates, you're doing something wrong and and your kind of wasting this valuable opportunity. So you know, that certainly makes a lot of sense. Now, Steven, in your mind, though, do you think that is that is the role of marketing? Do you think that is a you don't think that is a separate role, some sort of, you know, continued Customer Success Role, you think that marketing has the ability to kind of is they're the ones that are supposed to be continuing on after the sale to ensure this sort of customer success and spread that message, or is there some sort of differentiation between those two jobs? Yeah, look, I think in the first instance it's certainly the role of marketing and if you're looking at you scoring that opportunity, the...

...next round of opportunities, they really needs to be some trigger points of which marketing side of stiles. Hey, you need to go and talk to this person again. So then needs to be some sort of conversation around what are those trigger points where it gets handed back to stiles, but certainly the styles person. Really it needs to be focused on the next major opportunity. A lot of this original post purchase sales staff is and fillery bits and paces. It's not a significant purchase, certainly in the short term, and look sales people are an outrageously expensive resource. There's no style in having somebody on the phone or sitting in front of a customer. So it needs to be a marketing responsibility. Yeah, yeah, it makes a lot of sense. So, Steve, this has been some tremendous content. It has been a real pleasure having you on the show. If anyone in our audience is interested in following up a little bit more about today's continent or they want to know more...

...about the monral method, what's the best way for them to go about getting a hold of you? Sure so, if I just simply google but the Mongrel methodcom, I'll find the website and can certainly contact me by the website perfect well, make sure to put that in the show. Notes and again, Steve, thank you so much for your time today. As a pleasure getting to talk to you. Thanks, Jonathan Spain right. If you're a BEDB marketer, we want to feature you on sites like Huffington Post, social media examiner and chief marketer. Every week we send out a question related to be to be marketing. We use the responses to those questions to fuel the content we rate for really popular websites. To head over to sweet fish MEDIACOM backslash questions and sign up today. Thank you so much for listening. Until next time,.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1737)