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.

... to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. 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 John Ferrara. John is the CEO at Nimble. He's actually a returning guest. We're so lucky to have him back on the show. Is He's definitely one of the favorite guests we've had on the B tob growth show, and with five hundred plus episodes, I feel like that's really saying something, John. Welcome back to the show, Jonathan. I'm super excited 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 better, smarter, faster. Yeah, yeah, absolutely, and today we are going to be talking about this idea of marketing and doing business and an overconnected and overcommunicated world, which I think is going to be extremely valuable. With is just there is so much connectivity, there's so much communication. You know, how do you remain authentic in a world like that? Before we get into it, I know you've got some really cool stuff going on at nimbles. When you tell us what you and the Nimble team are up to these days, you bad thanks the opportunity. So what Nimble is? It's the first serum that works for you by building itself from the operating system of Your Business. What does that mean today? The opening system of Your Business is either office, fish sixty five or a g suite, but it might also include Gmail, I cloud, imap, pop or twitter, facebook or...

Linkedin. You got connections and conversations going on in a bunch of different places, and I think that's why we're we're connected and overcommunicated, is that we live in six different talent tabs and and three different APPs, and that's what Nimble helps you with in order to build relationships, is we unify the contacts, the emails and the conversations and email, calendar and social into relationship manager, either for yourself, if you're an individual, or for your team, and then enabled you to use at anywhere as you work, because I think the biggest cause of failure serum is lack of use or bad date. It's too much work to Google somebody before meeting and then go type that into the crum and then go try to engage with them in the email and go log what you did in your crum. And I think that's why serium systems fail and most people don't use them. And so what we're doing at Nimble is reimagining cerum with they simply smarter social sales and marketing system that layers on top of your office three hundred and sixty five, your Gmail, your g sweet, etc. And what's new is we just launched a plugin for office three hundred and sixty five outlook, as well as Microsoft Edge, and what it does is it automatically gives you info on people and company so when you open an email you have the context and insights you need in order to understand who that person is and what their business about to make you more effective at engagement. And soon we're going to be releasing something called Nimble prospector, which is an add on too nimble, so that if I'm on somebody's twitter record or linkedin record, or really any record, even inside of a business article, and I want to know more about Jonathan Green, I nimble them, and nimble not only automatically build a record on Jonathan, but also a record on sweet fish media, which is your company, and optionally gives me your phone number, email and address and enables me to then outreach in a segmented way...

...with emails that come from my email to your email, so that it feels relevant and Authendic, with signals and opens and clicks, which means I can prospect much more effectively. And today, if you are relying on your company to give you leads, you're done because you will not be able to get to the top of the pack. And that's what you need to do to be successful in life, is to be able to become better, smarter faster at whatever job you're doing, regardless of its sales or or PR or Biz Dav and so nimble prospect or something that will be happening about a month and we're super excited about it. Well, it's great and you know, I'm glad that we're getting a chance to talk about the the new Nimble prospector you have. You'd mentioned a couple of things just sort of in that explanation. You know, you'd mentioned authenticity, you'd mentioned unification, you sort of mentioned alignment and, like you've like you've said, there is there's a lot of communication tabs, pieces of software, things that that you're that you're juggling around and everyone's talking about this idea of aligning teams and, you know, sort of unifying the strategy and everyone being on the same page. And it's and it's tough because we are overconnected, we are sort of overcommunicated and you want to manage that customer journey and and maintain that air of authenticity. So I think that's why today's Today's episode, is going to be important. Before we even started the show, you had mentioned that you know, this is kind of a problem faced not only by individuals but also by teams. Let's talk about that a little bit. Well, I think that your network is your net worth, your personal brand, pleasure. Professional Network will help you achieve your passion, plan of purpose in life, and I hope that that passion and purpose in life is to serve others, to help others grow, because I think that's why we're on this planet. And today, you know, you go and look at the rich person number of contacts or the number of...

...emails that are in their mbox, it's just exploding. And so we're overconnected and overcommunicated and whether an individual or whether you're a team, you need to be able to manage and nurture or relationships effectively at scale. And the bottom line is there's a done bar limit. There's only a hundred people you could manage in your head at one time. Most people have thousands, and so I think that when we talked about Crm, we really forget about what is the cerm at the core of it is a contact manager, because it really is about relationships and that's what the are and serum stands for. But most of rums are used as reporting systems and I think that what we need is not a serum for sales people to go after procects and customers, but a unified system or record of relationship for every putting the company, so that I'm gonna who picks up the phone, they know who that person is. The history of an actions and what's going to happen so that they're more effective with that person wherever they're engaging. And and that's what we're focused on doing, is delivering that relationship system or record for not just salespeople but every put in the team out of company. Yeah, I mean you know, you and you'd mentioned offline. You know, you've got your sales intelligence enablement software, you've got your you've got your marketing text act, but there is just there is this increasing need to simplify with all the with all the tools at that are at our disposal. You know, do you need to keep adding tools? Do you? Are they getting needlessly complicated? I mean do you? Do you need to sort of take a step back and look at okay, what it is? What is it that we're trying to accomplish and what tools should we be using? So what sort of advice do you have for our listeners? Well, any business, eighty person today needs a landing page and so, whether you're individual or company, you need a domain, ideally, and when you get a domain, the next thing you need to do is you need to build a website. so He's maybe set up word press.

After that you need some sort of email productivity, cloud based system for email context and calendar. And the thing immediately after that that you should be thinking about is a social sales and marketing system, because the whole purpose of building a website is to drive eyeballs to the website and what you drive an eyeball the website, you should be doing something with the eyeball. So let's talk about the sales and marketing technology. Text at that's required for the customer life cycle. So if you drive a lead to a website, you should capture a portion of that lead and begin to nurture it till it's, quote, lead qualified. So that might be a form where you capture their email or their name or something more. But if you capture that, you should put it in something. Most people put in a mark automation system, and that's what you basically use to nurture that lead until their lead qualified. And so those systems are anything from mail chimp to Marquetto and this fistication is and the price ranges from, you know, free to you know, a hundred thousand dollars a year. But once their lead qualified, which means you've captured enough signals off of that lead, after you've nurtured it to determine if they're qualified for you to engage. You put in the serum, you tell your sales ups to go get them. The problem is is that's where the works art. Your sales US spend sixty percent of their time looking up information, googling who that person is, what their business about and then ideally typing that data in the database. But you know, Jonathan, that sales people stink at day to injury and a most cases they don't do it, which is the biggest cause of figure or serum is lack of use. But if you are able to beat your sales people to do it, and this is where a joke comes in, the reason they called sales force they have. You have to for sales people to use it. Nobody the right mind would use a serum with it won't be on to do it. If you could, course, your sales people to type date in a computer into your cerum, the data is going to rapidly okay, because people change, companies change, and so data injury stinks and in most cases you shouldn't be having your sales people...

...do it. And then, once even to the data, then they have to do their research on who that they have to basically go out and engage with that person, and so typically that's email. Now more and more social and it's too much work to type letters and send them and then then see if that person responded. And so rather than having a google somebody, you should use sales intelligence software and rather than doing manual emails and type in in letters, you should use some type of sales enablement email tracking software. So now the sales technology, tech text act grows. So not only using mark on a nation, which is high level bombing over the battlefield of your prospects, you're using the serum to track the data and the engagement. Now you need sales intelligence, which it's either going to be linkedin sales navigator, raintree, discover Org, some type of data enrichment program and, by the way, nimbles number one and satisfaction in that category. Then you're going to need some type of sales enablement, some sort of templated email tracking software, which is more like the rifle. So to win a battle you need to put boots on the ground. That's sales people. You need to give them intelligence, that sales intelligence. Then you need to basically give them a rifle, norder engage, that sales enablement, email tracking. And if you add all four of those things up, it's roughly three to six hundred dollars per month per rep. and the tools don't talk to each other and it too complex to use. So then you got to hire a sales administrator for fifty to Seventyzero dollars. You Hare to run all this stuff. And it's my belief that these things that become a commodities and that you shouldn't have to buy separate tools and you shouldn't have to spend fifty two hundred dollars to tune dollars per month per rep, per tool. And that's when book comes in. So Nimble today is number one rated and serum number and rated in sales intelligence. We just rolled out our sales and enableman and we have embedded mark on a May and functions in it. So you could use nimble as your social sales...

...and marketing system for yourself, as your personal crem or for your company. But you know, Jonathan, you could even use nimble within your existing social sales and marketing system. So I use nimble inside of our marketing system. I use it inside of dynamics and sales for so you could basically use it within your existing tools. Or if you're individual rep and you're using nimble as your personal cum, you could bring your golden rolled x to work with you, because in most cases sales up don't type their entire database into the company CERUM. But imagine if you could use your network in the process of engaging leads for your business. You'd be much more effective. So I think that the evolution of the customer journey requires an evolution of the social sales and marketing technology text APP. But at the same time I think it's too costs and complex to buy the tools that are recommended by the typical SDR sales development wrap, and that Nimble's really the platform for the masses, the rest of us, the ninety nine percent, not the one percent of the cool aid tech drinking coastal startups. It's the rest of us that basically want something more. Nimble got it and and John, so you know, and I also, before we let you go today, do want to talk about this idea of how to engage authentically with a with a prospect, and deliver sort of value added content before you convert them into a prospects. I mean it was I know this is that we're changing gears a little bit, but I know this was something we had talked a little bit before we started recording and if we can just touch on it before we let you go, I would I'd feel really good about it. You beat. I really believe that that people don't want to buy from Slick Willie, they want to buy from a trusted advisor and that you shouldn't try to sell people, you should try to serve them. And in order to serve another human being you should do your homework. You should know who somebody is and what their business about before you ever enter into conversation. And then when you get in the conversation, don't talk about...

...your products, don't talk about your services. Nobody cares. They care about how they might become better, smart and faster. So all of your engagement should be listening, to learn, to find ways to add value and let them know how you can help them grow. In fact, if you do that before you ever meet with somebody, you're basically setting yourself up as that trusted advisor. And this is what I do on a daily basis is inspired and educate with what I called the he's of social business. I educate, I enchant, I engage, embrace and empower other people to grow by essentially just sharing content in and around the areas of my passions, around my products and services. So I share content daily about how you can be better at sales, marketing, social social media, social selling. And what happens? That's like a digital leard that I'm dripping outside of my business us into the Social River, and then people bite on that and then I reel them in. And we not only do that individually, but we also do that with our company brand all together. Basically reel in and not just prospects and customers but ideally their influencers as well. And so that's my secret to becoming your customers trusted advisor. And if you only focus on prospects and customers, you're missing the boat, because if you can build relationships with the influencer of your prospect and customers, then you can truly scale a gold mine. And that's exactly how we built gold mine in the past and how we're building Nimble today well, 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 two of the BB growth show. I encourage you guys to check it out if you haven't already done so. John, it was a pleasure having you back on the show. If anyone in our audience is interested and sort of finding out a little bit more about Nimble prospector that you have coming out or today's Today's topic, or the five ease of social business, what's the best way...

...for them to go about doing that? Well, if you simply go to nimblecom. That's an I am the lcom. You can sign up for Nimble yourself and get a two week trial without a credit card and watch some our videos. We do a Webinarre we Wednesday. We do walk throughs every day at nine o'clock and learn about how to build your brand and are at your network. And please connect with me personally. I'm John Jo and underscore Ferrara on twitter. In fact, just Google me, Jo and Space Fr are aid. You'll see my identities. In fact, I'm going to tell you this today. If you can't Google yourself and your 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 this is my one takeaway is Google yourself today. Google me and then Google Yourself. Compare it and if you want to learn how to stand out from the crowd, how to build your brand, how to grow your network, how to chieve your passion, plan and purpose in life, connect with us at Nimble. Will teach you to fish and then we'll give you the fishing pole. Ha Ha. I don't know how you can say note of that. John Again, thank you so much. Always a pleasure having you on the show's great getting to talk to you today. Thank you, Johnathan. To ensure that you never miss an episode of the B toob growth shown, subscribe to the show in Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you'd like to connect with B tob executives from all over the world, make sure to join our private facebook community. There are some incredible conversations happening inside this group. To Join, Visit Bob Growth Showcom FB. Thank you so much for listening. Until next done.

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