521: Marketing in an Over-Connected and Over-Communicated World w/ Jon Ferrara

ABOUT THIS EPISODE

In this episode we talk to Jon Ferrara, CEO at Nimble.

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start apoudcast and invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the BTAB growthshow a pottast dedicated to helping beeto be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carberry and I'mJonathan Green. Let's get into the show walime back to the B to B growth show.Today we are joined by John Ferrara John. Is the CE O at Nimbole he'sactually a returning guest, we're so lucky to have him back on the show.He's he's. Definitely one of the favorite guests we've had on the BEA TOBE GRO showang with five hundred plus episodes. I feel like that's reallysaying something: John Welcome back to the show Johnathan. I'm I'm superexcited to be back here on the show to share a little bit of inspiration,education about how you and I might help your listeners become bettersmarter, faster yeah, Yep, absolutely and today we're going to be talkingabout this idea of marketing and doing business and an overconnected andovercommunicated world, which I think is going to be extremely valuable wheretheres just there is so much connectivity, there's so muchcommunication. You know how you remain authentic in a world like that beforewe get into it. I know you've got some really cool stuff going on at nimbles o.When you tell us what you and the Nimble team are up to these days, youbad thanks, f the opportunity. So what Nimble is it's the first Seram thatworks for you by building itself from the operating system of Your Business?What does that mean today? The opporting system of Your Business iseither office, WIS sixty five or Jeese weet, but it might also include Gemaleye cloud. I mappop or twitterface...

...broker Lington. You got connections andconversations going on in a bunch of different places, and I think that'swhy we're overconnected and overcommunicated is that we live in sixdifferent, Tae, cabs and and three different haps, and that's what Nimblehelps you with in order to build relationships? Is We unify the contacts,the emails and the conversations and email calendar and social into arelationship manager either for yourself, if you're an individual orfor your team and then enabled you to use at anywhereas you work 'cause, Ithink the biggest cause of failure serum is lack of use or bad dat. It'stoo much work to Google somebody before meand an they go type that into the crmand then go try to engage with them in email and go log. What you did in yoursrm- and I think that's why Seram systems fail and most people don't usethem, and so w we're doing it. NIMBLAS reimagining Syram, with a simplysmarter social sales and marketing system that layers on top of youroffice, three sixty five Ugmal, your G, speed, etcetera and what's new, is wejust launched a plug in for office? We sixty five outlook as well as Microsoft Edge and what it does is itautomagically gives you invo on people in companies. So when you open an email,you have the contexts and insides you need in order to understand who thatperson is and what they're business about to make you more effective atengagement and soon we're going to be releasing something called Nimble,prospector, which is an ad on to Nimble, so that if I'm on somebody's twit orrecord R or linkon record or really any record, even in Sont of a businessarticle- and I want to know more about Jonathan Grain- i Nimble them andNimble, not only automagically BILG. Your record on Johna then, but also arecord on sweet FIS media, which is your company and optionally, gives meyour phone number email and address and enables me to then outreach in asegmented way, with emails that come...

...from my email to your email, so that itfeels relevant and authendic with signals and opens and cliqks, whichmeans I can prospect much more effectively an today. If you arerelying on your company to give, you leads. You're done because you will notbe able to get to the top of the pack and that's what you need to do to besuccessful in life is to be able to become better smarter, faster atwhatever job you're doing, regardless of it's sales or or pr or Bisdeb, andso nimbl prospect, or something that will be happening in about a month andwe're super excited about it. Well, that's great, and you know I'm gladthat we're getting a chance to to talk about the the new Nimbl prospector youhave you'd mentioned a couple of things, just sort of in that explanation. Y. U,you know you'd mention authenticity, it mentioned unification, you sort ofmentioned alignment and, like you like, you said there is there's a lot ofcommunication tabs pieces of software things tha that you're that you'rejuggling around and everyone's talking about this idea of aligning teams, andyou know, sort of unifying the strategy and and everyone being o on the samepage, and it is- and it's tough because we are overconnected. We are sort ofovercommunicated and you want to manage that customer journey and and maintainthat air of authenticity. So I think that's why today's Today's episode isgoing to be important before we even started the show. You had mentionedthat you know this is kind of a problem faced not only by individuals but alsoby teams. Let's, let's talk about that a little bit. Well, I think that yournetwork is your Networth. Your personal brand, plus a professional network,will help you achieve your passion plan on purpose in life, and I hope thatthat passion and purpose in life is to serve others to help others grow 'cause.I think that's why we're on this planet, and today you know you go and look atthe average person number of contacts ot the number of emails that are intheir NBOX, it's just exploding, and so...

...we're overconnected andovercommunicated, and whether an individual or whether you're a team,you need to be able to manage and nurture relationships effectively atscale, and the bottom line is: is a Dunbar limit? There's only a hundredpeople you can manage in Yor head at one time. Most people have thousands,and so I think that n we talk about crm. We really forgetabout what is a serum at the Corpe of it is a contact manager because itreally is about relationships and that's what the R ndserum stands for,but most orms are used as reporting systems, and I think that what we needis not a serum for sales people to go after prospects and customers, but aunified system or record relationship for everybody in the company, so that Im, who picks up the phone. They know who that person is the history of anactions and what's going to happen so that they're more affectev with thatperson, wherever they're, engaging and that's what we're focusd on doing, isdelivering that relationship system or record for not just salespeople, buteverybody in the team out of company yeah, I mean you know and you'dmentioned offline. You know, you've got your sales intelligence, enablementsoftware you've got your you've got your marketing texttack Um, but thereis just there. Is this increasing nee to simplify with all the with all thetools that that are at our disposal? You know: Do you need to keep addingtools d? Are they getting needlessly complicated? I mean do you? Do you needto sort of take a step back and look at okay, what it is? What is it that we'retrying to accomplish and what tool should we be using? So what what sortof advice do you have for our listeners? Well, any business? Any person todayneeds a landing page and so whether you're individual or a company you needdomain ideally and when you get in domain, the next thing you need to dois you need to build a website, so he...

...maybe set up word press after that. Youneed some sort of email, productivity, cloud based system for email, condectsand calendar, and the thing immediately after that that you should be thinkingabout is a social sales and marketing system, because t a whole purpose ofbuilding a website is to drive high balls to the website, and once youdrive an eyeballd the website, you should be doing something with the eyeball. So let's talk about the sales or marketing technology text. TAT, that'srequired for the customer lifecycle m. So if you drive a lead to a website,you should capture a portion of that lead and begin to nurture it till it'squote: lead qualified, so that might be a form where you capture their email ortheir name or something more. But if you capture that you should put it insomething most people put in a mark, aimation system and that's what youbasically use to nurture that lead until thei're, legue qualified and sothose systems are anything from male Timpto Marcetto and this fisication isand the price ranges from you know, free to you know a hundred thousanddollars a year, but once their lead qualified, which means you've capturedenough signals off of that lead after you've nurtured it to determine ifthey're qualified for you to engage you put in the ceroom, and you tellyourselves ups to go get 'em. The problem is: Is that where the works?ARTYOUR sales wa spend sixty percent of their time. Looking up informationgoogling? Who that person is what they're business about and then ideallytype in that Dat in the database? But you know John Fann, that sales peoplestink at data injury in in most cases they don't do it, which is the biggestcause of Fagur Seram, is lack of vus. But if you are able to beatyoursalespeople to do it, and this is where a joke comes in the reason theycall it sales force, they F, you have to force sales people to use it. Nobodyin the right mind would use his staring wit. He one en to do it. If you couldcourse your salespeople to type date in a computer into your srm, the datas gina rapidly Kay, because people change companies, change and so data injurystinks and in most cases you shouldn't...

...be having your sales people do it andthen once ey've Ento the data, then they have to do their research on whothat H, they have to basically go out and engage with that person, and sotypically that's email. Now more and more social and it's too much work totype letters and send them and then n see if that person responded and sorather than having to Google somebody, you should use sales intelligencesoftware and rather than doing manual emails and typing in letters, youshould use some type of sales, enablemant, email track and software.So now the sales technology ttextak grows so notly using mark on Amation,which is high level bombing over the battlefield of your prospects you'reusing the crm to track the date and the engagement. Now you need salesintelligence which its either going to be linkedon sales, navigator, O raintree, discover or some type of dat enrichment program and by the way,nimbles number one and satisfaction in that category. Then you're going toneed some type of sales enablement, some sort of templated email track insoftware, which is more like the rifle. So to win a battle, you need to putbruts on the ground that sales people you need to give them intelligence,that' sales intelligence. Then you need to basically give hem a rifle and orengaged that sales, ennablement, email tracking- and, if you add, all fourthose things up- it's wroshly three to six hundred dollars per month per rapand the tools don't talk to each other and it'r too complex to use. So then hegot to hire a sales administrator for Fiftyn to seventy thousand dollars ayear to run all this stuff. And it's my bully that these things have becomeingcommodities and that you shouldn't have to buy separate tools and you shouldn'thave to spend fifty to hundred dollars to two hundred dollars per month, Perepper tool and that's when the book comes in so Nimble today is Numbe and ratedand SRM noborand ratid in sales intelligence. We just rolled outourselves and Navalmens, and we ave imbedded mark autimation functions init. So you could use nimble as your...

...social sales and marketing system foryourself as your personal serium or for your company. But you know Jonathan,you could even use Nimbo within your existing social sales and marketingsystem, so I use nimble inside of our marketing system. I use it inside ofdynamics and sales. For so you could basically use it within your existingtools or, if you're, indiidyoal, rap and you're using them bell. As yourpersonal serium, you could bring yo golden roll ex to work with you becausein most cases, talestot don't type their entire databation of the companyserum, but imagine if he could use your network in the process of engaginglieges for your business. You'd. Be Much more effective, so I think thatthe evolution of the customer journey require an evolution of the socialsales ond marketing technology texstaff, but at the same time I think it's toocostant complex to buy the tools that are recommended by the typical SDRsales development rap and that nimbles really the platform for the masses, therest of us, the ninety nine percent, not the one percent of the cool aid,ket drinking H, coastald startups, it's the rest of us that basically wantsomething more nimble, got it and and John. So you know- and I also before welet you go t day- do want to talk about this idea of how to engageauthentically with a with a prospect and deliver sort of value added contentbefore you convert them into a prospect I mean it was. I know this is wee we'rechanging years a little bit, but I know this was something we had talked alittle bit b before we started recording and if we could just touch onit before we let you go, I would I'd feel really good about it. You Bet. I really believe that that people don'twant to buy wolike Willi they want to buy from a trusted adviser and that youshouldn't try to sell people. You should try to serve them N in order toserve another human being. You should do your homework, you should know whosomebody is and what they're business about before you ever enter in aconversation, and then, when you get in...

...the conversation, don't talk about yourproducts? Don't talk about your services, nobody cares they care abouthow they might become better smart and faster. So all of your engagementshould be listening to learn to find ways to add value and let them know howyou can help them grow. In fact, if you do that before you ever meet withsomebody you're, basically setting herself up as that trustadvisor- and this is what I do on a daily basis- is inspirian educate withwhat I call t a five es of social business. I educate I enchant. I engageembrace and empower other people to grow by essentially just sharingcontent in and around the areas of my passions around my products andservices. So I Shar content daily about how you can be better at sales,marketing, social, social media, social selling and what happens? That's like adigital LURD that I'm dripping outside of my business into the Social Riverand then people bite on that and then I reel them in and we nowway do thatindividually. But we also do that with our company brand, all together,basically reeling and noas processing customers, but ideally thei'reinfluencers as well, and so that's my secret to becoming your customerstrusted advisor and if you only focus on prospects and customers, you'remissing the boat, because if you can build relationships with the influenceof your prospecting customers, then you can truly scale a gold mine and that'sexactly how we built gold mine in the past and how we're building Nimbletoday. Well- and I and I love the I love the five ease of social business.We actually got a chance to talk to John About that on episode. Twenty twoo the BTB gross show. I encourage you guys to check it out if you haven'talready done so Um John was a pleasure having you back on the show. If anyoneN in our audience is interested in sort of finding out a little bit more aboutNimble, prospector that youhave coming out or today's Today's topic or thefive ease of social business, what's...

...the best way for them to go about doingthat? Well, if you simply go to nimblecom, that's Ni, mb LE dcom, youcan sign up for Nimble yourself and G A to ee trial without a credit card andwantsomeor videos. We do a Weben arvy Wednesday. We do walk throughs everydayat nine o'clock and learn about how to build your brand and nurgury network,and please connect with me personally, I'm John Joan underscore Ferara ontwitter. In fact, just google me Jon, Spa, Fer, Ra you'll see my identityes.In fact, I'm going to tell you this today. If you can't Google yourself indyour identities, your key five identities don't show up on page one.Then you are not doing what you need to do to stand out from the crowd. So thisis my one: takeaway is Google yourself today, Google me and then go yourself,compare it and if you want to learn how to stand out from the crowd, how tobuild your brand, how to grow your network, how to achieve your passionplan and purpose in life connect with us at Nimbl, we'll teach you to fishand then we'll give you the fishing pole. I don't know how you can say. Noof that John Again. Thank you. So much always the pleasure having you on theshow it's great getting to Talkyou today. Thank you Onkin to ensure thatyou never miss an episode of the B to B grosth show subscribe to the show inItunes or your favorite pod cast player this garangtees that every episode willget delivered directly to your device. If you'd like to connect with be to beexecutives from all over the world make sure to join our private facebookcommunity. There are some incredible conversations happening inside thisgroup to join visit B. TA B growth show dtcom, slash FB. Thank you so much forlistening until next time B,.

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