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, Kno and love your brand start a podcast,invite your industries thought leaders to be guess on your show and startreaping the benefits of having a network full of industry. influencerslearn more at sweetfish media dotcom, you'R. Listening to the B TB Groth showpodcast dedicated to helping B to b executives a chief explosive grownwhener you're looking for techniques and strategies, tools and resources,you've come to the right place. I'm Jonathan Green, I'm James Carburry.Let's get it into the show. Welcome back to the B to B Gros show.Today we are joined by Mario Martinez, Junior Mari was the CE O and founder ofVongresso Mario welcomed tof. The show Jonathan, thank you so much my friendfor having me. I'm super excited to be with you here on the show. Today.That's a pleasure to have you, I mean we've. We've tried to we've tried toconnect. Both of us have had some some scheduling problems. We finally did itand I'm really glad that we're getting a chance to pick your brain today whenwe're going to be talking about the modern buyer, how the modern buyerreally requires a modern salesperson and we're even going to relate thatback to marketing for for those H, professional executive marketers in ouraudience, but before we get intotoday's topic, Mario, maybe you can tell herlisteners a little about what you and the Vingresso team are up to these days.Yeah. Thank you very much Jonathan. Well, we of the Vangrassotine wow we'vehad a whirlwind. Last, probably eight weeks now, almost eight weeks you mayhave seen in the news. I know we follow each other, but h you saw about on Junetwentieth. We announced a seven way: Merger of seven different digital sales,influencers and content marketing. influencers came under one umbrella,which is now called Vingresso, and it...

...has been one of the funnest things I'veever done, but by far without a doubt, Jonathan in my Tthiis, my twenty firstyear in business and business sales and en leading teams, it is absolutely thehardest thing. I've ever done was to create a Saben way merger. My wifestill doesn't understand why I couldn't go with three, but but I chose to go wit, seven andit's been, it's been a lot of fun. It really knocked our competitors off theh. They had no idea, it was coming. We kept it in stealth mode and some veryexcited just purely focused in on digital sales transformation andhelping sales and marketing a line driving the right mindset, the rightskill set and the right tool said in the sales community to help laberagedigital selling as a way to be able to connect with today's modern buyer.That's fantastic! That's that's! Really tremendous about about your success inyour merger. Let me ask I I guess we don't need to get h super specificabout it, but I am curious what you found to be the most challenging aspectof of this seven way. Merger I mean was: Do you think that there was a lot of Um?I don't want to say ego, but a lot of people had had different ideas for forthe direction. was everyone pretty aligned and it was just kind of Umsorting out? Okay, you know our our various roles. What would you say wasone of one of the biggest challenges there yeah W, you hit the Dale on thehead. Absolutely these are all influencers that have come togetherunder one umbrella, but here is what we knew. What we knew was two things as aSolois or as a small business owner. There were two problems that every oneof US had and some of US had been in business for ten years or fifteen yearsh and and below right. So so, but every single person have the exact same twoproblems: one they had a very difficult time scaling their business and twothey had a much more diffilt time, Le Getting leverage that they need itright so and ever to add on another resource. Another person to help outwhere you're already tapped out you've...

...got TA, sell more to be able to supportthat extra head count. Well now, with seven people combine under oneorganization, it's now divided by seven people in terms of an ex a salesperspective right, so the laverage part really starts to downplay itself bycoming together. So everybody knew that they had thatproblem. The the hard thing has been Um. You know when you're scaling a company,you no longer own the decision for everything right and so every singleleader that we brought to the table. You had to give them the CEO positionof whatever segment of business that they were going to responsibility andthat we 've we've really stuck true to that Rice. You've got our CMO. You'vegot our chief learning officer. You've got our chief sales officer, you gother CBO or to digital et CEERA, and every person is responsible for thatparticular stegement of our business and they own that decision and m youown. The good and the bad and sometimes you'll make a decision that othersdon't like, and we just ha e. We have a common thing. We have to stay in ourswimmling and if we can respect the fact that we were all successfulindividuals and built, you know great solid businesses, then we're going tobe able to crush it from a marketing in sales perspective on the outside andthat's been probably difficult, because it's hard to stomach when someone saysno to you when you use to be able to say yes, R, yea yea, all right well,that that sounds fantastic Moroo. Obviously you are digital seals, expertand- and that's one of the reasons why we're so fortunate to have you on theshow today talking about this idea that you know the modern buyer requires amodern salesperson, so m help me out what dare we kind o? What are wetalking about today? Yeah? Well, that it's it's a great statement. I I usethat in all my keynotes, it's been floating around now. Today's modern byrequires a modern salesperson and both sals and marketing have a role andresponsibility in modernizing the sales force and and his somewhite macingcliche. But it's interesting that we have such a giant problem in theindustry, as relates to salespeople being able to engage with buyers. Theway buyers want to engage and if you...

...think about this concept from pure,like marketing and sales perspective, what is today's? You first have tounderstand: What is today's modern buyare all about right and if you coanunderstand that, then you can translate that into a modern seller. So if it'sokay with you, maybe John- that I can just kind of go through what is amodern buyer yeah you all as break it down? Okay, so so there's four thingsthat we know about today's modern bi number one. They are digitallyconnected. The average number of connected devices owned worldwideaverage perperson is three point six for connected devices. Well, what theheck do you think someone is doing on a connected device that is has access tothe worldwide web? I would I would imagine they're swiping, left and rightjust constantly exactly they're can so they're out there ty'ethey're on thenext thing that we know about a modern buyeris that they're socially engaged,and if you look back at the stats, it's interesting back in two thousand andeght twenty four percent of the: U S: Population had a social networkingprofile by the end of twenty. Sixteen, it was seventy eight percent of the. US: Population had a social networking profile as a ramatic change in justeight years right, twenty four to seventy eight percent. So now thatstudy included all social networking sites, there's over c several hundreds-and that includes all the dating sites Etceera. But if you look at in thebusiness side of things, the major ones we've got: LINCON facebook, twitter,snapchat, instagram and the one that people forget all the time you tuberain. So so our buyers are socially engaged on these platforms, and we knowthis is true there ar study after studie showcasing that you know,questions have been asked to buyers that and sad study showed, like seventyfive percent of B to be buyers say that they've used social media such aslinked into it or facebook, or the professional online community to assistthem in company purchase right. So now we know they're digitally engagedsocially connected. We also know that today's Mondern buyers mobile attachedall right. I'm going to ask you a question Jonathan that you're going tohave to be embarrassed by B with your...

...listeners, but I'm G. I already knowthe answer. This question, I'm pretty paused if you're going to say yes, doyou bring your phone to the bathroom with you every time. Every time I do Yokay, so the reality is those that are listening. You're, probably ti like. Ohmy God, that's so gross right. The reality is is we're such a mobileattachd society that we frigg and bring our phones to the toilet with us andwhile we're on the pot, we are swiping left and right up and down right, Yepand- and this is exactly what our buyers are doing- we sleep with ourphones. Next to us on the night stand. The first thing that we do when we wakeup in the morning is check our phones and oftentimes. You might even findyourself under the sheets with the light, with the lights off and you'reand you're on your phone right yeah and the forst thing that we know abouttoday's modern Bire is that they're video hungry now the staffs show andthyrthyre they're they're, relatively close in line where, wherever you go,afford to get these stats. But by the end of twenty seventeen sixty ninepercent of all consumer Internet related traffic will be as a result ofconsumption of video and that that that shows that it'sgoing to rise to seventy nine percent by tweanty eighteen. So we've got ourbuyers that are digially connected socially engaged mobile attached andvideo hungry. So if that is what you are like those youre listening andyourself me as well, why would we not think our buyers are not like that aswell? Now we can understand that piece,Jonathan, that that's what the modern buyer is like. Now we can turn aroundand say Holy Crab. I got TA figure out how to actually turn around and becomea modern seller to address this burning desire to be v to to to consume video othe all inclusive, mobile attached environment, the socially engaged buyerand the digially connected. That's where we go into from the modern barand now we transition into the modern cellar yeah. Well- and you know- and Iand I think that certainly the B TB sellers, the B T B marketers- I meanthis is not a new concept but they're...

...taking a lot of lessons from the theBeata seaspace, where you would think like. Oh you know my h, you know my myconsumer, my m, the buyer of my servicor product. You know he's he'sjust an average Joee's just like us, but you know be to be to be buyers beto be sellers are also, you know, we're all still people we all still likeadhere to this profile that you've broken down for us, yeah, absolutelyand but t was interesting, though, is if you look at the the salesorganization right. Marketing's job is to help enable the sales organizationwith the right information to be able to engage with buyers where the buyerswant to engage. The problem is, is nobody's teaching the salespeople, howto engage and be a modern seller. The other problem that we have is that thesales leadership team I'm forty years old. I grew up in this my twenty firstyear in sales born and raised in sales from starting out in the SoftwareCompany and ended at my my last stop in corporate, which was less than twoyears ago, as a RBPF sales for the a software collabration company andeverybody who is the forty years, an older age, we grew up selling the waywe grew up selling. We grew up knocking on doors, we grip cold, calling thegrew up, email blasting. We grew up going to networking events shakinghands and trying to find our targeted context and then trying to arrangemeetings now. Well, you will not hear me say, as a digital sales, evangelistthat those methodologies are dead. What you will hear me say, though, to anysales eer that is listening to this program and or marketing leader is thatwe know with a hundred percent certainty that they become lesseffective. The stafts prove it and your sales team in terms of the amount ofopportunities that are entering the funnel as a direct result of coldcalling you're having to make more and more calls in order to be able to getthe same level of opportunities into the pipeline. So how do we transitionand how do we transform our sales organization to h to become a modernseller? Well, you've got to teach them...

...and you've got to help them develop.The right mindset that mineset is is wait a minute. I cannot just be engagedthrough one channel or two channels. I have to have an Omnie channel approachto my sales process. What is an ommichannel approach mean? Well, amodern 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 andyou're still going to ask people for a referral. But a modern seller alsounderstands that you're now going to engage with your buyers through socialnetworks through text messaging through videoengagement you're, going to engagewith them through receiving referrals, because you're engaged throughproviding content out into your network right and that's really the differenceand what happens is is those that are forty and older. We grew up in the oldschool way. We just don't understand how to use these tools and that's whyit's so important to develop the right mindset to shift to say Holy Crud. I'vegot to change the way, I'm engaging with my buyers, because my buyers arethere they're scrolling on the pot just like I am right, they're sleeping withtheir phone ust like I am, and so I've got to teach my m my people. The rightmindset then help them develop. The right skill set and once they've gotthe right skill said you give them the correct tool set to engage in a digitalfashion, yeah yeah. I love that and Mario. What does that relationship?Look like, then between the the modern marketer and the modern cellar kind ofwhere you know. Where is that whereis that hand off? Where is that sinergy?You know what does that relationship? Look like yeah, a great great question.It is a multifacated approach and there's no one line of delineation thatsays: Okay Marketing you're going to own this and sales you're going to ownthis. This is the truly the moment in time where marketing and sales aregoing to sit down and we're not talking about going to your social mediamanager and saying hey. I heard that...

...social is a new way to do it. Can youteach us some social stuff? No, because guess what a social media manager a nooffense to our listeners, who socioald media managers but youave neveractually carried a bag and carried a quota to teach a salesperson how toleberses channel right. So that's not necessarily the right solution,although it is absolutely a critical element to have social mediay engagedto help your your cellars, really. What you're looking at is you take themarketing side and you say, marketing step number one in turning our cellarsinto a modern selling organization is that we have to develop the right,correct, digital brand, so MSR, modern marketer. You understand that you dothis on your website today and that you have to have a website that actuallyspeaks to your buyer. Every time they come in and your job as a marketeristto ensure you convert from website visitor to actually top OT. The funnaltype of activities lead magnet white papers, e books, whatever the casemight be marketing. Does this on a one to many,the macro level approach, but yes, what the channel that marketers areforgetting that is as large and as productive and, if not fills at leastgenerally fifty percent of the sales funnel in many cases, is your salesteam. So why would you not go out there and help rebrand your sales team toturn their profiles, which is what what we do Adbingresso is help turn theseprofiles, these digital profiles from a resume into a resource with calls toactions and content that your buyers are looking for and or are going tolook you up when you engage with them. So that's step number one step numbertwo then comes into the concept of now. You have to develop a content strategythat supports your salespeople engaged with buyers at all levels of the buyersjourney from the beginning, to the very end, to building relationships toactually Um. Creating discussions right and many market organitions do a goodjob at that right in the content strategy piece. But then you get intothe content, distribution and the...

...teaching your reps had actuallydistributed this content and teaching them actually how to engage, how toprospect, how to connect, how to actually use all this data to pinpointlaser focus activities that drive the most important thing for a salespersonconversations. You know and and t that's where you really start, bringingtogether the marketing an sales alignment and and understanding howcritical that is to driving actually modern sales. Success perfect well,Maurio. Obviously you are an expert in this field you had mentioned Vengressoand, and the amazing work that you're doing turning you N. I forget exactlyhow you phrase it. Turning these online, you know, quote: Unquote: resumes intoa resource, a actually teaching people how to engage. So if any of ourlisteners WANTA follow up, they want to learn more about today's H. Today'stopic. They want to connect with you. They want to learn more above Ingressoor they even Morro. 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 Johnatto couple O areas, one then Gresso Ven, Gr e, so and Gresso dotcom and we'vegot some great amazing resources on there. Youe AL got the selling withsocial podcasting, the social business engine potcast and conversations withPhil. These are all cendered around sales and marketing bodcasts as well,and then also just recatt me on Lingon. I am a social media fend and I I will connect with you just say youheard me on a Jonathan Show here and I'll definitely be happy to connectwith you and Um. Send me any questions you like to engage with me on Linon EndGages meontter at M, underscor, three, Jr and and Mario may even be in thebathroom at the time who knows X. I just won't tell you well mar thanks Yogon, so much for yourtime today. There's a pleasure having you on the show. Thank you. Buddyappreciate you have any thanks,...

...forhaving, very much appreciate it to ensure that you never miss anepisode of the betebe growth show subscribe to the show in Itunes or yourfavorite pot gass player. This guarantees that every episode will getdelivered directly to your device. If you are someone you know would be anincredible guess. For the B to B Grochel email me at Jonathan thatsweetfish media dotcom, let us know we love connecting with bee to beexecutives nd. We love sharing their wisdom and perspective with ouraudience. Thank you so much for listening until next time.

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