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 partnercould be a game changer for any Bob Company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcast, invite potential referralpartners to be guests on your show and grow your referral network faster thanever? Learn more at sweet fish Mediacom. You're listening to the be tob growthshow, 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 cometo the right place. I'm James Carberry and I'm Jonathan Green. Let's getinto the show. Welcome back to the BE TOB growth show. Today weare joined by Steve Demammiel. Steve is the director of Ostovia and he's alsothe 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 pmFriday night for you out in Australia. So an extra special thanks for takingsome time out of your schedule to join us on the show and today we'regoing to be talking about this idea of the forgotten marketing persona. But beforewe get into that, maybe you can tell us a little about what you'reup to these days, a little bit more about the mongral method and justprovide a little bit of context for our listeners. Sure. Thanks, Jonathan. Say the Mongrel method is a book that I released a couple of monthsago which focuses on sales and marketing with the new breed of buy. WhenI took about the new breed of barrets, those who are starting the conversation withthe salesperson with these already formed views about what they want, the problemthey trying to solve or the benefit they're trying to derive, and that's verydifferent to some years earlier where the salesperson...

...was held a lot of information andprovided a lot of that education, and now a lot of that is doneonline. It's done it's certainly a role of marketing, and I describe themarketing roles one of providing education and information for the purchaser. Yeah, thecustomer, and sales is really now a decision enablement process. So we've gota very different. I guess sales process. It takes place in most organizations today. Yeah, certainly the the landscape has changed. So I think you'reright on the money with that assessment. So, Steve, let's come jumpright into it. We're talking about the forgotten marketing for Sola, this ideaof the action taker. Kind of help. Why not walk me through it?where? What are we talking about today? Yeah, so, goingback a million years ago, when I went to university, we spoke aboutit. You know, we're taught about the four peas of marketing and marketsegmentation and demographics and all of those sort...

...of things that formed a view ofthe potential customer. So you talk about where they lived, their income andyou'd form up all of these ideas of what they look like. I arguetoday that the marketing persona really ought to be set aside to a degree andit should be really focused on customers that are showing intent, and I talkabout customer intent as those who are taking action, those who are invested ina, in the purchase decision and of started or buying journey, and that'sreally where the focus ought to be, because marketing personas really address the entireI 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 oughtto 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 purchasingdecision. So, Steve Is, I mean, are you kind ofsaying that it's you shouldn't even worry about the people who haven't even kind ofgotten started on this, you know, buyers journey? Shouldn't even be thinkingabout the people who are? You know, maybe they don't even realize that youthat they have a problem that you can solve. I mean, shouldyou 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 thatmight be done through you some content. It's certainly a a proportion of themarketing budget the marketing plan that has to happen, but they're really needs tobe focus on those who are taking action and if you look at what Google'sdone over the last eight a months,...

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

...customers for those who might sell motorbikehelmets and safety gear and so forth. Guard it. And so, Steve, sort of offline you had you had mentioned a little about that. Youknow, marketing and sales need to be jointly accountable and how they can supporteach 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 marketingshould be working together. Marketing traditionally haven't had any responsibility for numbers. That'sreally 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 importantpart of first certainly the lead generation and then keeping the post sale customer engagedand bringing them back. So you marketing really should be sitting in the salesmeeting and contributing to us, you know,...

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

...fought through the implications of what they'relooking to purchase properly, and at that point it really ought to be handedback to marketing because that prospect might need some further education, they might bemissing 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 needsto be some very tight integration between the two. They both need to betaking some responsibility for the numbers. Yeah, that's a very you know, Ifeel like there's a very unique view that there. You know, itcan go the other way, I think. You know, a potential buyer cango back to marketing. You know, I don't think I've I've really anyoneand talk about that idea. So if any of our listeners are,you know, thinking critically about this, that someone came in as a resultsof the marketing efforts, has engaged where,...

...you know, sales has engaged them, they are not quite ready, there's this opportunity to send them backto marketing. You know, do you have any any pieces of advice forour listeners that are thinking? Okay, well, you know what's what's agood way? Like you said, it's the integration has to be very tight. The collaboration has to be very on point, you know. Or therethere's some pieces of advice that you have concerning this process? Yeah, sooften so the sales persons, they're in front of the customer wile they're onthe 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 mightbe 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 someother elements before we proceed. You need some further information. I'll getour marketing team, or call it whatever...

...you want to, to provide yousome of that and let's address that and let's pick this conversation up again laterwhen you're ready. So that's that's doing two things. It's allowing the stalesperson 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 furtherinformation that might be required or deal with some of those objections. And issuesthat haven't been addressed, and often it's not been addressed by that prospect ratherthan a sales shortcoming. Yeah, well, I'm sorry. Go ahead, Steve. Yeah, and I was going to say it also then applies reallypost 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 saleand the customer tends to be forgotten about.

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

...talented individual on the show, SusiePeck, coach, and she's of that exact same mindset that if your customersaren't out there being your biggest advocates, you're doing something wrong and and yourkind of wasting this valuable opportunity. So you know, that certainly makes alot of sense. Now, Steven, in your mind, though, doyou think that is that is the role of marketing? Do you think thatis 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 abilityto kind of is they're the ones that are supposed to be continuing on afterthe sale to ensure this sort of customer success and spread that message, oris 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'relooking at you scoring that opportunity, the...

...next round of opportunities, they reallyneeds 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 tobe some sort of conversation around what are those trigger points where it gets handedback to stiles, but certainly the styles person. Really it needs to befocused on the next major opportunity. A lot of this original post purchase salesstaff is and fillery bits and paces. It's not a significant purchase, certainlyin 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 acustomer. So it needs to be a marketing responsibility. Yeah, yeah,it makes a lot of sense. So, Steve, this has been some tremendouscontent. 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 abouttoday's continent or they want to know more...

...about the monral method, what's thebest 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 websiteand can certainly contact me by the website perfect well, make sure to putthat in the show. Notes and again, Steve, thank you so much foryour time today. As a pleasure getting to talk to you. Thanks, Jonathan Spain right. If you're a BEDB marketer, we want to featureyou on sites like Huffington Post, social media examiner and chief marketer. Everyweek we send out a question related to be to be marketing. We usethe 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,.

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