531: Sales vs Marketing: The Role of Original Content w/ Kurt Shaver

ABOUT THIS EPISODE

In this episode we talk to Kurt Shaver, Chief Sales Officer at Vengreso.

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 potcast dedicated to helping bee to be executives, achief 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. Welcome back to the B T B Gros showtoday we are joined by Kurt shaver. KIRT is the chief sales officer atVangresso, Curent Welcom, to the show, Hey Jonathan excited to be here, it'sgreat to have you on the show: We've actually we've gotten to talk to y m,some really amazing, members of your executive team, Mario Martinez, juniorBrentilman and now we're gating the opportunity to to bring you on and MTelle Ane to be talking about the role of original content and that's kind ofas it relates to both sales and marketings, not just notjust marketing, but also talking about the sales aspect and in some ways it'sa bit of a continuation of what we got to talk to Marou about when, during hisepisode, so encourage all of our listeners to m to listen to thatepisode as well. But before we get into today's topic, maybe you can tell us alile about your background and and maybe anhe updates with thatwithingresso sure thanks Jonathan Yeah. So my background is really in corporatesales. I was a in the Tech Business for about twenty years, everything fromstarting in sales to Workin my way up to the BPF sales of a global softwarecompany and then in Oh eight. I went out and started my own sales,consulting business and part of that. I ended up teaching people how to uselinked in, but then, when Lincoln went...

...public in May of twenty eleven. I justlooked at that event and I thought wow. This is going to be the biggest thing,an B to be sales for the next decade. That was my guess, and I just stoppeddoing everything else and I went all in onteching. Se seems how to use linkedin, and you know what they say. It's better to be lucky than good. Rightthatwas tha. That was a good call and then so, three months ago, as Mario told youguys a few a week or so ago, we had seven of the country's digital salesand marketing experts all merged. Together into this one, super teamcalled Bongresso and our focus is really to help B to be companies, leverage, digitalsales and marketing, sciles and tools in order to drive revedive, that'sfantastic, and certainly the people on your team that 've gotten a chance totalk to and or interview on, the show, definitely know their stuff. So Um,congratulations on the O on the current success of Vengresso, and you know likeI said this is a bit of a continuation, but we're going to be talking about msome new stuff as well today, O on this episode, when we were before we startedrecording- and we were- we were talking about what might make for some strongcontent for our listeners and who our audienceis. You know we had started to touch onthis idea of inbound content marketing, and you know I think most people arefamiliar with it, but it occur. Tell me a little about what this idea ofinbound content marketing means, at least for you well, for me, it's just away: toattract people to you. It's a way to increase your visibility andyour credibility, and that could be either viewed from the Lens of amarketing person when they think of the company's brand or could be viewed fromthe lens of a salesperson when they think about their individual brand. Butyou know it basically all comes down to the fact that the Internet shifted thepower in terms of the buyer accessing...

...information. So they did. You KnowTinathan when I started selling the sale. People r Tha customers wouldeagerly await my arrival, an their obnesce, because I was the keeper ofthe Information Right that was thirty years ago. That is no longer th. Theycan access anything. They want. OP, the Internet and so marketers realized thatthe whole idea of Inbel content marketing was a way to build visibility, increase cordibility and attract peopleto you. So the and again, that's probably bee going onin marketing bird ten years ish. But it's the advent of social networks andreally the emergence popular of o social networks that now gives thatsame kind of content, distribution, power to the hands of the individualand well. I can apply to any employe in the company. Certainly, sales peopleare the best equipped for a number of reasons to be the company's greatestcontent, distribution, resource and- and you know, I think, as we talk to somany guests, and so many professionals and executives an this idea of a liningsales and marketing. It's exactly what you're talking about. I mean you havesalespeople the role. That's evolved UVER, the last thirty years andchanging into this idea that they can be your greatest content. DistributionChannel so including them in this discussion is, is not just valuable butbut necessary. So curlets, let's talk a little about sort of this idea of okay,so how much of this is a sales role and how much of this is a marketing role,kwhereis whereis the overlap and and ore ther an hard lines that need to bedrawn between the two. Well, the hard lines are quickly disappearing. I meanagain with the perspective of thirty years in Biz. I I say that never beforehas the possibility and really the need for sales and marketing alignment beengreater and that's because really...

...marketers are becoming more likesalespeople and salespeople becoming more like marketers, and what I mean bythat is w when I say Marcuters, Becom, Meng more, like salespeobut. What Imean by that statement is, you know, marketers used to be dondraper andmadmen, and thinking up creative coke commercials in this suit. Over aMartini lunch right, it was totally creatide marketing used to be creativesnow. marketings marketing is more data scientists than they are creative right,so they're all about the numbers, they're all about the analytics,they're, all about Ab testing and splits and everything else. So I was inan IBM conference three years ago and they had just released a research paper.They said by twenty seventeen. The CMO will spend more money on technologythan the S. I oh well that sounded like a B that sounded like a bold statementin twenty fourteen, but we are now here and so that's what I mean by markersbeing more sales people that they're sort of numbers driven when Isaysalspeople c more like Mrarketers, it's like. Oh now, they have the keysto the content castle right because the platforms give hem the distribution andthe content in many cases is easily accessible. They build their eachindividual can build their own audience and they can build their own contentdistribution source and they could build their own brand and so a aveteran salesperson just lon time, Ustin Hav, that they don't have themindset of the of an individual professional brand, and so that's wherewe gotto start mhm. In your mind, there are three main areas of contents: let'slet's kind of dive into that yeah. So again, if we look at be to becooperation between sales and marketing, so h, the baseline, the founddation ofa type of content, would be mar company created content things thatYoure Marketing Department right. That has the skills they have the staff theyhave. The resources they have e the photo shop, they have W, you knowwhatever they need, they are creating that content. That's going on blobs andBroceres and white papers and inphographics a D and everything else,so that's tablestakes and and...

...absolutely the sales team should besharing relavant content for their market. That comes out of their content,that comes out of their company MM level, one Kay level too, and now I'mmostly stepping into sales. Although marketing could still do this a littlebit, but level too would be general industry information. So it's not yourcompany propaganda, but it's what is happening in your market right ofmarketing, automation, supply, chain management, hospital, it you know,staffing. Whatever your industry happens to be it's, it's what'shappening there and that's in your industry magazines, your tradeassociations, just you know, wha, whoever the influence are that aretalking about your industry, but the area that fascinates me becauseprobably 'cause, I'm a sales guy and because it's the like cutting edge,fronier, barely scratched area is number three. So number three isoriginal field generated content that usually means sales people generatedcontent. Now, when I say original sales, Generateo content, usually bothmarketing and sales people all go they'e H Y, they pucker up 'cause,because marketing is worried that some rogue salesperson is going to justcompletely shatter the brand and sales thinks to themselves like. I don't havetime to write: ablog Ri, Sts, Aske Otovari, it's a fun controversialsubject on of it, but here's the thing. So writing. When I talk to sallpeopleabout great original content that doesn't have to mean writing a blog.There are a lot of other things in some cases, more effective things that takevery little time. Let me give you like a really hard example that is like asfar away from tech at you could believe a lot of times. People think like, ohonly silicon valley, SASS Tet companies are doing this. You know content socialsharing, okay, how far away does this so one of my clients hundred year oldroofing supply company based in Cleveland, Ohio? Okay? Is that that farenough hat PREA, that's a pretty polar...

...o sit away from the Porlicon Valleysays: Ayeah? Okay, so they you know they went through S. social sellingtraining one of the one of the sales guys not me, he thought of that. One ofthe sales guys thought hey, wait a minute, I'm up on roofs every singleday and I'm looking at him, and I see the problems like this train isimproperly stalled. This flashing is coming up. This is the wring kind ofsealant used here right. So what did he do? He started taking pictures of itwith his iphone and he posted up, and he say this is the improper flashing tohave on a you know, on a flat slate roof. Ah Blah Blah Blah who take apicture of it, and he say what they should do is Gucte Broba. So he is anabsolute expert and he is literally out in the field. They call it boots onroof right, so he takes his and he just starts he's just knocking up four fie aweek of these. Well, who is his audience? His audience is maintenanceengineers, facility managers, building owners, and they see all they see. Isthis guy identifying problems and how to fix them all the time and hisbusiness just goes say it literally Sayi through the roof through. So this is just an example again, it'snot some super fancy polished graphic vetted, what it's just authentic! It'sin the field. It's like what's happening, and you know I mean when weall when everybody started their own business a hundred years ago. That'sthe way it worked before everybody came a giant Co Company. So that's just youknow one example. I see people at trade shows doing things. I see people Um,you know when they're user conferencers or maybe they're interviewing acustomer. It's just it's not only the authenticity of it, but it's but y. Youdon't get any closer to the customer than being at the customer right. Sothat's why I'm just I love this final. The final frontier of original createdfield content and leveraging it through social networks H. Well, so you knowit's a it's a fantastic concept. I think two things spring to mind. Iguess number one the the example of the Roofer, who is also the salesman. I Iguess it doesn't always seem to be that...

...clean it doesn't al. It doesn't alwaysseem to be that e. The salesman is. The person in sales is also the onestrictly implementing trouble. Shooting athat overlap, isn't always as asalmost a hundred percent as it is in this example. So you know, are thereways if you're, if you're in sales but you're, maybe not quite as involved asDisas, this Roofer? In the example? Is there an ability to create originalfeel generated sales content without it also coming across as very salsy yeah?So here's a perfect example from it again completely different industry,and I like a unique twist to this this example. Okay, so one of my clients wasinsurance brokerage, OK and these guys happen to be in North Carolin right now.If you will recall about four five years ago, we had two likereally brutal winters in a row on the East Coast and in North Carolina doesnot get single digit temperatures very often it's like every twenty year kindof a thing m. So there was an article in the paper that said single. You know,obviously, you see weather coming three r four days ahead and there's o n articon the paper that said single digit temperatures coming to the Carolinasokay. Well, this guy was a property in casualty, insurance ages, so his job,his business, was protecting his clients businesses. So he saw thisarticle in he newspaper single due to temperatures coming int. What herealized was hey people in Northcarolina, don't really know how toprevent Croz and pipes, because it doesn't happen to them they're offteright, so he went on to like how to or about dotcom or some so he'sGon an article that said how to prevent frozen water pipes, right N, and it'sall the things that we know in the Upper Midwest. Like you know, rap 'emin towels open the cupboard of outward...

...wall facing pipes. Leave the waterdripping at night right all the sins Weno, but it was listed there in thisarticle and then he posted it up on Linkin. So all of his network could seethis like three days before it started now. He said he'd never got moreengagement, comments, it likes for anything he'd ever poshed on Linkon,and if you, if you analyze that think about what happened, he he's in thebusiness of protecting businesses now, do you think he wanted his clients tocome back that next day to frozen water pipes and their office was blooded o?That would probably not be good protection, so simply by sharing andagain, this is not. This was not from his company. Let's think of the statsright. This was not from Stacuan. This wasn't from his company. This was noteven from stack too. This wasn't about. Oh legislation in North Carolina ischanging property an Tass. No, this wasn't even an insurance thing. Thiswas like just pure like common sense. It was very incycle commonsense, but ithad nothing to do with his company or his industry. It was just that. Oh,it's going to be cold. Here's how you protect your business from frozen,bipes, flooding your office and I'm going to share this information withyou right, so that and not sales. He totally helpful yeah. I I was justgoing to say that certainly the two examples you provided I mean they havea very authentic, genuine feel to it, and I think I think, a lot of timesthere is that immediate push back when it comes tosales. You know people haven't maybe an image in their mind. They don't want tofeel like a high pressure sales situation, so both of those examplesare fantastic of hey. This is this is authentic. This is genuine information.It's really it's designed to help, because I'm out in the field, this iswhat I'm seeing, certainly not a sales element to it.The the sort of followof question that I had thinking about this idea oforiginal field generated sales content is also that Y. U W is there. Is therea place for overview review supervision? I mean Li. We we've touched on the factthat marketing you know when they put...

...out a new piece of content. It's it's.Certainly it's gone through the proper channels. If there has been oversightthere has been, you know it has been signed off because it's gone throughgraphic design and copy and editors you know so you know you want put outcontent quickly effectively authentically. So you know how much,how much over of your supervision would, you say is- is pertinent or relevant orimportant, especially when you're dealing with a group that maybe is, isjust now getting used to this idea of of putting out their own originalcontent. That's a great question. First, l first imeone to used this question toacknowledge we opsositely recognize certain industries are regulated likefinancial services and medical industries and Y. You can't sayanything basically that Havn't been bettded. My Marketing Forget itlegalright. So that's the one issue, but even in an outside of that in a generalcontext, yeah absolutely I have clients that have set up process and ablag isprobably a better example of this than some of the quick like things I justmentioned. So, let's see somebody wants to blog, so I actually have someplaents that have set up he review process and they say hey look. Werealize MOL SELFS PEOPLE YOU'RE, you know you're, not necessarily writers,and you know we'll proof it for you and, let's just make sure it's kind of inline and things like that, so they'll they've actually set up then they'remarketing, like hey submittit into here, we'll you know, tighten it up and cleanup, make sure grammare little proofi and nowill tweak a little bit give itback. You can still publish it under under your name and they're, actuallyrewarding the sales people. So now s in this gay sales is not in the greatestcond distribution source. They become patecularly the greatest cont creationsource 'cause. This company is actually now rewarding sales people whosecontent gets accepted, vettedproved and sent back out and- and now it's notjust for that- one salesperson's network, but they'll pump it back outto any to the entire sales team that may want to use it and that you knowmakes that Creator that gives them a nice cudo, they're rewarded for it andtheir content is shared on a much...

...larger basis. So that's absolutely a viable process to have in the looplets fantask one, and certainly you n an atmosphere of competing forattention and eyeballs and ear drums and there's just a lot of noise outthere. You know being able to come up with relevant content and thendistribute it is. Is such an important part of t the process, and you know nomatter what industry you're in if you're trying to grow your business,that's that's elevant, so Kur. I think this has been some really tremendouscontent. We really appreciate you taking some time out of your scheduleto join us on the show today. I'm sure you could talk more about this, and so,if any of our listeners are interested in, you know finding out moreconnecting with you or again, you know finding out more about Vingresso andthe amazing things you and your team are up to what is the best way for themto go about doing that. Well, for myself I'll just point to you to LinkeDin go ahead and send me a linked in invitation, make sure and mention youheard me here- on a B to B grow show with Jonathan Green or Youcan go visit,my companywebsite, which is Bengresso dotcom and I'm sure, if that'll justall be in the show, notes that they're looking for spelling YH absolutely curtagain. Thank you so much for your time today as tha pleasure having you on theshow great thanks on to ensure that you never miss anepisode of the B to b gross show subscribe to the show in Itunes. Wereyour favorite pod cast player this garantees that every episode will getdelivered 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. Bta B growth show com, slash, FB. Thank you so much forlistening until next time.

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