513: 4 Things Sales & Marketing Should Understand About Modern Buyers w/ Mario Martinez, Jr.

ABOUT THIS EPISODE

In this episode we talk to Mario Martinez, Jr., CEO and Founder of Vengreso.

Wouldn't it be nice to have severalthought leaders in your industry know and Love Your brand? Start a podcast,invite your industries thought leaders to be guests on your show and start reaping thebenefits of having a network full of industry influencers? Learn more at sweet phishMEDIACOM. You're listening to the BE TOB growth show, podcast dedicated to helpingbe to be executives achieve explosive growth. What you're looking for techniques and strategiesor tools and resources? You've come to the right place. I'm Jonathan Greenand I'm James Carbury. Let's get it into the show. Welcome back tothe BE TOB growth show. Today we are joined by Mario Martinez Junior.Mario is the CEO and founder of Van Gresso. Mario, welcome to theshow, Jonathan. Thank you so much, my friend, for having me.I'm super excited to be with you here on the show today. It'sa pleasure to have you. I mean, we've tried to we've tried to connect. Both of us have had some some scheduling problems. We finally didit and I'm really glad that we're getting a chance to pick your brain todaywhen we're going to be talking about the modern buyer, how the modern buyerreally requires a modern salesperson, and we're even going to relate that back tomarketing for for those professional executive marketers in our audience. But before we getinto today's topic, Mario, maybe you can tell our listeners a little aboutwhat you and the van Gresso team are up to these days. Yeah,thank you very much, Jonathan. Well, we of the van Gresso team.Wow, we've had a whirldwind last probably eight weeks now, so almosteight weeks. You may have seen in the news. I know we followeach other, but you saw about on June twenty we announced a seven waymerger of seven different digital sales influencers and content marketing influencers came under one umbrella, which is now called Van Gressoo,...

...and it has been one of thefunnest things I've ever done, but by far without a doubt. Jonathan,and my this is my twenty first year in business and business sales and inleading teams. It is absolutely the hardest thing I've ever done was to createa seven way merger. My wife still doesn't understand why I couldn't go withthree, but but I chose to go with seven and it's been it's beena lot of fun. It really knocked our competitors off that they had noidea it was coming. We kept it in stealth mode and so I'm veryexcited just purely focused in on digital sales transformation and helping sales and marketing aline, driving the right mindset, the right skill set and the right toolset in the sales community to help leverage digital selling as a way to beable to connect with today's modern buyer. Well, that's fantastic. That's that'sreally tremendous about about your success and your merger. Let me ask. Idon't I guess we don't need to get super specific about it, but Iam curious what you found to be the most challenging aspect of this seven waymerger. I mean was do you think that there was a lot of Idon't want to say ego, but a lot of people had had different ideasfor for the direction? was everyone pretty aligned and it was just kind ofsorting out? Okay, you know our various roles. What would you saywas one of the one of the biggest challenges there? Yeah, well,I you hit the nail on the head. Absolutely. These are all influencers thathave come together onto one umbrella. But here's what we knew. Whatwe knew was two things. As a soloist or as a small business owner, there were two problems that every one of US had. And some ofUS had been in business for ten year or fifteen years and the end belowright, so so. But every single person have the exact same two problems. One, they had a very difficult time scaling their business and too theyhad in a much more difficult time lever getting leverage that they needed. Right. So and ever, to add on another resource, another person to helpout where you're ready tapped out, you've...

...got to sell more to be ableto support that extra head count. Well, now, with seven people combined underone organization, it's now divided by seven people in terms of a NIXsales perspective. Right. So the leverage part, you know, really startsto downplay itself by coming together. So everybody knew that they had that album. The the hard thing has been, you know, when you're scaling orcomping, you no longer own the decision for everything. Right, and soevery single leader that we brought to the table, you had to give themthe CEO position of whatever segment of business that they were going to home andresponsibility, and that we've we've really stuck true to that right. So you'vegot our CMO, you've got our chief learning officer, you've got our chiefsales officer, you've got our CVO or, chief digital etc. And every personis responsible for that particular segment of our business and they own that decisionand you own the good and the bad and sometimes you'll make a decision thatothers don't like and we just have we have a common thing. We haveto stay in our swimling and if we can respect the fact that we wereall successful individuals and built, you know, great solid businesses, then we're goingto be able to crush it from a marketing and sales perspective on theoutside. And that's been probably difficult, because it's hard to stomach when someonesays no to you when you used to be able to say yes, right, yeah, all right. Well, that's that sounds fantastic. Mario,obviously you are a digital sales expert and and that's one of the reasons whywe're so fortunate to have you on the show today talking about this idea that, you know, the modern buyer requires a modern salesperson. So help meout. What are we kind of what are we talking about today? Yeah, well, that it's a it's a great statement. I use that inall my keynotes that's been floating around now. Today's modern buyer requires a modern salesperson, and both sales and marketing have a role and responsibility and modernized inthe sales force and and SIS somewhat may seeing Cliche, but it's interesting thatwe have such a giant problem in the industry as it relates to salespeople beingable to engage with buyers the way buyers want to engage. And if youthink about this concept from pure like marketing...

...and sales perspective, what is today'syou first have to understand what is today's modern buy are all about, right, and if you can understand that then you can translate that into a modernseller. So if it's okay with you, maybe Jonathan, I can just kindof go through what is a modern buyer? Yeah, yeah, let'sbreak it down. Okay. So, so there's four things that we knowabout today's modern buyre. Number One, they are digitally connected the average numberof connected devices own worldwide average person is three point six four connected devices.Well, what the heck do you think someone is doing on a connected devicethat is has access to the World Wide Web? I would I would imaginethey're swiping left and right just constantly. Exactly they're connected. So they're outthere, are they're there on the next thing that we know about a modernbuyer is that they're socially engaged and if you look back at the stats,it's interesting. Back in two thousand and eight twenty four percent of the USpopulation had a social networking profile. By the end of two thousand and sixteenit was seventy eight percent of the US population had a social networking profile.That's a dramatic change in just eight years, right, twenty four to seventy eightpercent. So now that study included all social networking sites and there's overcut several hundreds and that includes all the dating sites, etc. But ifyou look at in the business side of things, the major ones we've gotlinkedin facebook, twitter, snapchat, instagram and the one that people forget allthe time, Youtube, right. So so our buyers are socially engaged onthese platforms and we know this is true. There are study after study showcasing that. You know, questions have been asked to buyers that and the setof study show like seventy five percent of be to be buyers say that they'veused social media such as Linkedin, twitter, facebook or their professional online community toassist them in company purchase. Right. So now we know they're digitally engaged, socially connected. We also know that today's modern buyers mobile attached.All Right, I'm going to ask you a question, Jonathan, that you'regoing to have to be embarrassed by,...

...but with your listeners. Yeah,but I'm going to I already know the answer this question. I'm pretty pausitive. You're going to say yes, do you bring your phone to the bathroomwith you every time? Every time, I do. Yeah, okay.So the reality is, those are listening you're probably thinking like, oh myGod, that's so gross. Right. The reality is is we're such amobile attached society that we freaking bring our phones to the toilet with us andwhile we're on the pot we are swiping left and right, it up anddown. Right. Yeah, and and this is exactly what our buyers aredoing. We sleep with our phones next to us on the nightstand. Thefirst thing that we do when we wake up at the morning is check ourphones, and often times you might even find yourself under the sheets with thelight with the lights off and your and you're on your phone right. Yeah, and the fourth thing that we know about today's modern buyer is that theirvideo hungry. Now the stats show and they're they're they're relatively close in linewhere wherever you go for to get these stats. But by the end oftwo thousand and seventeen, sixty nine percent of all consumer Internet related traffic willbe as a result of consumption of video, and that that stat shows that it'sgoing to rise to seventy nine percent by two thousand and eighteen. Sowe've got our buyers that are digitally connected, socially engaged, mobile attached and videohungry. So if that is what you are like, those are yourlistening and yourself me as well. Why would we not think our buyers arenot like that as well? Now we can understand that piece, Jonathan,that that's what the modern buyers like. Now we can turn around and say, Holy Crap, I got to figure out how to actually turn around tobecome a modern seller to address this burning desire to be fit, to toconsume video, the all inclusive, mobile attached environment, the socially engaged buyerand the digitally connected. That's where we go into from the modern buyer andnow we transition into the modern seller. Yeah, well, and you know, and I think that certainly the be tob sellers, the be to bemarketers. I mean this is not a...

...new concept, but they're taking alot of lessons from the the BEATAC space, where you would think like Oh,you know my you know, my my consumer, my the the buyerof my service or product. You know, he's just an average Joe. He'sjust like us. But you know, be to be to be buyers,be to be sellers, are also, you know, we're all still people. We all still had like adhere to this profile that you've broken downfor us. Yeah, absolutely, and and. But it was interesting,though, is if you look at the the sales organization, right marketing's jobis to help enable the sales organization with the right information, to be ableto engage with buyers where the buyers want to engage. The problem is,is nobody's teaching the sales people how to engage and be a modern seller.The other problem that we have is that the sales leadership team. I'm fortyyears old. I grew up in this, my twenty one year in sales,born and raised in sales, from starting out the software company and endedat my last stop and corporate, which was less than two years ago,as a rvp of sales for the software collaboration company. And everybody who isthe forty years an older age. We grew up selling the way we grewup selling. We grew up knocking on doors, the grip cold calling,we grew up email blasting. We grew up going to networking events, shakinghands and trying to find our targeted contacts and then trying to arrange meetings.Now, what you will not hear me say, as a digital sales evangelist, that those methodologies are dead. What you will hear me say, though, to any sales leader that is listening to this program and or marketing leader, is that we know with a hundred percent certainty that they become less effective. The stats prove it, and your sales team, in terms of theamount of opportunities that are entering the funnel as a direct result of cold calling. You're having to make more and more calls in order to be able toget the same level of opportunities into the pipeline. So how do we transitionand how do we transform our sales are organization to to become a modern seller? Well, you've got to teach them...

...and you've got to help them developthe right mindset. That mindset is is wait a minute, I cannot justbe engaged through one channel or two channels. I have to have an Omni channelapproach to my sales process. What does an omnichannel approach mean? Well, a modern seller understands that you're still going to use the phone, you'restill going to use email, you're still going to use networking events and you'restill going to ask people for a referral. But a modern seller also understands thatyou're now going to engage with your buyers through social networks, through textmessaging, through video engagement, you're going to engage with them through receiving referrals, because you're engaged through providing content out into your network, right, andthat's really the difference. And what happens is those that are forty and older, we grew up in the old school way. We just don't understand howto use these tools, and that's why it's so important to develop the rightmindset, to shift to say, Holy Crud, I've got to change theway I'm engaging with my buyers, because by buyers are there, they're scrollingon the pot just like I am. Right they're sleeping with their phone,just like I am. And so I've got to teach my my people theright mindset, then help them develop the right skill set and once they've gotthe right skill set, you give them the correct tool set to engage ina digital fashion. Yeah, yeah, I love that. And Mario,what does that relationship look like then, between the the modern marketer and themodern seller, kind of where what you know? Where is that? Whereis that handoff? Where is that synergy? You know, what does that relationshiplook like? Yeah, a great, great question. It is a multifacetedapproach and there's no one line of delineation that says, okay, marketing, you're going to own this and sales, you're going to own this. Thisis the truly the the moment in time where marketing and sales are goingto sit down, and we're not talking about going to your social media managerand saying, Hey, I heard that...

...social is a new way to doit. Can you teach us some social stuff? Ain't no, because,guess what, a social media manager. No offense to our listeners whose socialmedia managers, but you have never actually carried a bag and carried a quotato teach a salesperson how levers is channel right. So that's not necessarily theright solution, although it is absolutely a critical element to have social media engagedto help your sellers. Really, what you're looking at is you take themarketing side and you say marketing step number one in turning our sellers into amodern selling organization is that we have to develop the right, correct digital brand. So, Mr Modern Marketer, you understand that you do this on yourwebsite today and that you have to have a website that actually speaks to yourbuyer every time they come in, and your job as a marketer is toensure you convert from website visitor to actually top of the funnel type of activities, lead, magnet, white papers, ebooks, whatever the case might be. Marketing does this on a one too many the macro level approach. Butguess what, the channel that marketers are forgetting that is as large and asproductive and, if not fills, at least generally, fifty percent of thesales funnel in many cases is your sales team. So why would you notgo out there and help rebrand your sales team, to turn their profiles,which is what what we do Advan Gresso, is help turn these profiles, thesedigital profiles, from a resume into a resource with calls to actions andcontent that your buyers are looking for and all are going to look you upwhen you engage with them. So that's step number one. Step number twothen comes into the concept of now you have to develop a content strategy that'ssupports your salespeople engaging with buyers at all levels of the buyers journey, fromthe beginning to the very end, to building relationships, to actually creating discussionsright, and many marketing organizations do a good job at that, right inthe content strategy piece. But then you get into the content distribution and theteaching your reps how to actually distribute this...

...content and teaching them actually how toengage, how to prospect, how to connect, how to actually use allthis data to pinpoint laser focus activities that drive the most important thing for asalesperson conversations. Yeah, and and that's where you really start bringing together themarketing and sales alignment and and understanding how critical that is to driving actually modernsales success. Perfect. Well, Mario, obviously you are an expert in thisfield. You had mentioned than Gresso and the amazing work that you're doingturning, you know, I forget exactly how you phrase it, turning theseonline you know, quote unquote, resumes into a resource and actually teaching peoplehow to engage. So if any of our listeners are want to follow upthat want to learn more about today's Today's topic, they want to connect withyou, they want to learn more about Ingresso, or they even Maria,you have, you have your own show, if they want to tune in,what's the best way for them to go about doing all that? Yeah, thanks, Jonathan. To couple areas. One then Gresso, VN Greesovan GRESSOCOMand we've had some great, amazing resources on there. You've also gotthe selling with social podcast and the social business engine podcasts and conversations with Phil. These are all centered around sales and marketing podcasts as well. And thenalso just reach out to me on Linkedin. I am a social media feene andI will connect with you. Just say you heard me on a JonathanShow here and I'll definitely be happy to connect with you and I send meany questions you like. Engage with me on Linkedin, engaged to me ontwitter at em underscore three. Jr and and Mario may even be in thebathroom at the time. Who knows exactly? I just won't tell you. Well, Mario, thanks again so much for your time today. Was apleasure having you on the show. Jnathan, thank you, Buddy. I appreciateyou having me. Thanks for having...

...me. Very much appreciate it.To ensure that you never miss an episode of the B Tob Growth Show,subscribe to the show and Itunes or your favorite podcast player. This guarantees thatevery episode will get delivered directly to your device. If you or someone youknow would be an incredible guest for the B tob growth show, email meat Jonathan at sweet fish Mediacom. Let us know we love connecting with beto be executives and we love sharing their wisdom and perspective with our audience.Thank you so much for listening. Until next time,.

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