565: How to Bake Thought Leadership Into Your Sales Process w/ Corey Blake

ABOUT THIS EPISODE

In this episode we talk to Corey Blake, CEO at MWI.

Before we get into Teday's interview, Iwant to tell you about another pot cass that I think you're really going tolove. It's called the marketing book podcast and it was named by Lintin asone of Tin pod casts that will make you a better marketer, it's toasted by myfriend Douglas Burgdat, who he's had on the podcast in the past and Douglasdoes weekly interviews with authors of best selling marketing and salesbooksaccording to an a Dobi survey of marketers. Seventy six percent of themsaid that marketing has changed more in the last two years than in the previousfifty. So when you subscribe to this pod cast and marketing, but podgastyou're going to be able to keep up with the quickly changing landscape of ofmodern marketing in sales. One thing that is unique about thisthat I think is really interesting. Is that Douglas reads every single bookbefore every interview, and you can tell that in the engagement that he isable to have with each of the authors that he interviews you can just tell heknows this content because he's read the entire book. He hasn't just readthe cliff notes a so he has done over a hundred interviews, but I want you tohead over Youre already in the POTCAST AP had over and search for themarketing book. Podcast get subscribe, download a few episodes. You can checkout the website at marketing, bpodcast DOTCOM. You can follow them on twitterat marketing book. I really really really want you to subscribe to this Picast. This is one that I get a ton of value from it. I think you will as well you're listening to the be tob grove,show podcast dedicated to helping be to B executives, andchet explosine grownwhenther, you're, looking for techniques and strategies, tools andresources. You've come to the right place, I'm Jonathan Green and I'm JamesCarbury. Let's get it into the show. Welcome back to the BTYBY growth showwe 're here today with Cory Blake. He...

...is the CE O and M Wi cory. How are youdoing today? I'm doing fantatistic haery doing is great to be here: Qoreywe're just talking offline. ' I'm excited to chout about what we're goingta be talking about, because it's really an extension of an interviewthat aired a couple of days ago with someone that I is your business partner.Jos stinley talked about how to become a B to be. influencor talked a lotabout thought leadership and the things that he's done to establish of hispersonal brand. But what's interesting about? U Cory is you are and of thesales component of that equation, and so, where Josh was out of writing, toutleadership, pieces and forbs and other publications. You developed the back insystem to really leverage that bought leadership and turn it into newbusiness and so 'm pump to to chat with you about that explaine to us a littlebit about m Ui and what you and your team do over there yeah. Thank you somuch for the Ansro Joshis, the man and I' I'm excited to follow them up. So soMwi were a digital marketing agency. We have offices in the. U S Hong Kong,China and we just got boots on the ground in the UK to start working onour on our Europe operation. We specialize in all things diginmarketing, starting with Web Design and development, and then moving on toSearchengin, optimization, paid, search, content, marketing, commergenray,optimization and so we're mainly BTA, B company. We do work with some. You knowexecutives with I, whether it's reputation, management or helping youknow build their influence through getting them published in places andthings where we have connections, but for the most part, were I B to bedigital marketing agency. That specializes in you know, translatingthe goals and objectives of our clients into digital marketing strategies thatare going to yield results and give them the ARLIY that they're looking foron life. I love it. I love it and so cory. Now that our listeners have alittle bit of context, I would love for you to share the story of where Joshwas at with M Wi, when, when you came on board and and K of the strategy thatyou implemented to really explode the...

...work that he was doing with thepublications that he was writing for, yeah, fantastic, so so m w has a prettylong history and I always break n y into Ento. Do I one point an I twopoint, l so NWA and Maye that selfish of me 'cause at two point Os when Icano the picture but Josh Josh has been grinding at Hem to Bo I, since nineteen,ninety nine, he actually started himto Doi when he was a college student as adesign and development agency back in the day when the Internet was veryyoung and it evolved and it it changed in time and as as things like,Searcheng and optimization became relevant and not only relevant, but ahuge necessity for businesses. MW In like two thousand and three th thousandand four, an Josh saw the opportunity there with Mwi and started to offerdigital marketing services and specifically ssio at that time, andthen some paid search and stuff and it kind of continued to evolve and went.You know had it s, ups and downs, but along this whole time, even the highsand lows nwy. A one point: O was kind of a small business. Josh was grindingconstantly on creating great content, specifically through his blogjoshtinley com, which is still there and then R, just kind of networking andbuilding a a really great network of other light minded people, digitalentrepreneurs and working with great businesses, and he and again it neverreally took off right. It just kind of remained a small business and andjosh.I fine with it in two thousand and thirteen Joshni connected and westarted talking actually sale strategy for another kind of a side housle thatJosh was working on and I came into the picture is kind of a consultant and werealized. We worked welltogether very quickly and at that point Mwi. Thedigital marketin agency was was back at square oneand. I believe there was oneclient at the time and Josh had just had a big life change and he had movedto Hong Kong where he currently lives in ae who wavs in mainland China now,but head moved out there and for some personal reasons anyways it was. It waskind of back at square one, and I, as the enteprenr that I was I I saw anopportunity and I and I started to talk to Josh about Mwy and Joshis justawesome, and he said you know what I...

...see something in you a I see that yousee the opportunity and you want to turn this into what I've always wantedto turn it into, which is a big global digital marketing agency. Let's go forit, you know, let's try that out and so from that point and again we'll getinto some more details here, but we we found a way to capitalize on all of thecontent. Marketing Tha Josh had been doing through his personal blog andthen other opportunities that presented themselves as Josh, positioned himselfmore as a thought leader by writing for top tier publications online. Once we, we were able to generate this,this machine that created content with our name on it and talk to yourpublications and then built a cells process. On my end that converted thosethose leades that were coming in into amazing client relationships andobviously from there is the CE O and when it was just, it was just me andJosh a that time we've grown. You know to now. We have a team of thirty plusand we're all over the place and we've I've I've transitioned out of that intomore of the building, the business and being the CEO and creating a culture.But that was the formula that got it started in the first place, and I loveit t, so I want to dig a it deeper there. I M. I resonate with a big partof that story because, with us being early in our agency me trying todevelop, in my thought, leadership writing for loving an post. Thispodcast a lot of the the daily content I'm putting on Lindan starting to feelyou K A little bit attraction e Sai, not not anything close to what Josh wasseeing after aren't een five hundred Hodcast, then yeah were like five minth.I think thisill be like episode, five sixty five or something so man. Ialways wanted to be five Sixso. So this idea is intriguing to me because, as Icontinue to build my own thought leadership, I I I do want to be able toto capitalize on it and actually turn it into new business. So could you diga little bit deeper and and explain how what did that strategy look like whenyou came alongside Ja? She took all of the content he'd written previouslythink he had just started riding for...

...forbs whenever you came on board. If,if I remember you right, how did you take past content and then the conttent?He was writing for Fort, but end actually turned that into as strategyto get new business, both from an outbound perspective and an imbountcool yeah, great questions. So the first thing that we did, I I've a lot.I have a lot of business development experience and salves experience. Okay,I I understand that one of the first things that you have to do in the salesprocess when again the first thing for me in the south process is make sureyou have something. That's valuable right like make sure that you'R, yourpassion is aligned with, with the actual work that you're doing whith itwas for us, is entrepreneurs and is people that are passionate aboutdigital marketing. So we had that that component of it down once we had that,then we were able to speak boldly and and about the product, or in this caseour service and build a sells pro process that was Boln. You know, and sowe weren't shy about the fact very early on when we got things like forbs,even just one article right, we had no clients in one article with Our Name onit. I was not shy about that in the sales process, whether I was doingoutbound or inbound th, one of the first things that I did to was tovalidate MWI's brand by tying it to the name of this publication as quickly aspocatic. So what would that? What would that? Look like? Yes, Il Tel you, so II I'm going to assume in any sales process that the person that I'mtalking to does not want to be talking to me. Sometimes they do. You knowgenunely, sometimes they're, very intrigued and interested, but I assumeI'm not a pessimist by an optimist, but in this process I assume that the oddsare stacted against me, and I assume that this person does not want to talkto me and they have alarms going off trying to get rid of me. Okay, I justassume that in the sales process- and so my job is in in the sales process-is to validate my existence as quickly as possible. So if I'm doing outbound to somebodythat you know is a business that I would like to do,business with within the first ten seconds, I'm going to say somethinglike hey how you doing h my name's quory, I I you know, I'm doing I'mdoing m building relationships for mwy. You may have seen something from us inan Forbes ar entrepreneur and we're...

...reaching out the COMPA YAA rigt. I justWan t I want to validate my brand in my existence as soon as possible by tyingmyself to somebody that people rust and that's really really important. Don'tand- and I would say, don't be shy about that right. So you know my name'sJabes and Yo may have seen an article of mine at having to post or let meshare something with you that I just publishe and having to post. You knowas quickly as possible. That's going to validate your brand because you'retying it to something that people already trust you totally picky bact onthat. So from an Mboun perspective, someone signs up, they get on your es.They download dropped in whatever that case may be, and early in the nurturesequence. You're referencing, you know articles that Josh is writing in thosepublications y. So the first thing is a quick turn around. So if we get aninbound lead, you know our R team and- and I I'm a big believer in this- is wehave five minutes to to be on the phone W th with whoever it is? If it's, if wereceive a phone number, if it's just an email list or something it's withinfive minutes, we have somebody, that's Reah Ou to them and let them know thatwe hear them and that we care is once we've done, that and in whatevercommunication that Isvi, whether Ito be a email or a message or or a phone callexactly whe, we're going to say, Hey, I wanted. No, where you heard from us wasit was it forbs article? Was it wasn't an incartical? You know what was it itbrought to you tes today. Sometimes we know what that is based off of if it'sn, inbadlead or not other times, we don't, and we just ask again just torefresh their memory and put put that top of mind right as we get going sothat we're validated the other thing that you mentioned. We were talking offLNG Qor. That thath was interesting. Is You guys were leveraging thosepublications and Joshis thought leadership to position yourself in sucha way where you didn't need to take all the you know, you didn't need to takeall the business you. You got to be selective because you had a good amountof imboin coming in doctors about how you kind of framed that and how ourlisteners can can kindo heed that same advice, yeah. So again, I'm a bigabundance mentality, Guy Righ, I I genuinely believe, as as anentrepreneur in as as a ctoen as of a marketing agency. I genuinely believethat there's enough good out there in...

...the world and there's enough to goaround that, I can get mine and the competitor next to mee can get theirsand we can, if e, if we're, really passionate about what we're doing. Webelieve in the product or service that we have and our intentiohitens are good.I I genuinely believe that that you know things are going to work out, andso in that same breath I have to say and our CI relationships. I I'm verypicky with who we work with with the type of clients that we will bring onand it's a mentality, and I you know we we would just call it selling withexclusivity or building relationships with exclusivity in mind, we're notdesperate, and we never want to come across a teasprit, and so because we'vebeen able to build a presence. And again we have these validation tools.You know that have par that we can tie ourselves to we. Let people know veryearly on in the in the in the process of the conversation with them, Waagan,whether email or message or on the phone. You know thewrwe tell them verydirectly we're very particularly with who we work with and we're looking fora partners that fit x, ynz and were excited to explore this, just as youare to see if it's the right fit and in doing that think people really feelcomfortable and they say: Okay, look this person's! Looking for a wonwindpartnership, just like I am they're not trying to sell me any snake oil. Youknow they're, not they're, not using sales tactics on me. It's a genuinerelationship! Builder! Look! I want this to be good for you and I want itto be good for me now that doesn't work and is just a lame sales gimmock, ifyou don't mean it right, if you're just using it as some sort of tool to belike. Oh I'm going to tell them, I don't care, but really I I do. You haveto really believe like look. If this isn't the right fit for your businessand it's not the right or it's not the right fit for myself or both, then letmo do it because there's enough good to go around and we're GOIN AINEwhatetterson. Obviously this is going to change from business to business,but what are some of the standards that that you guys hold yourselves to a MWIto say: Hey this, this probably isn't going to be a great partnership.There's obviously budget restraints right, just kind of get down right offthe right off the bat if, if they don't have a budget that we feel comfortableworking with en we're not going to try...

...to squeeze it out because it just youknow usually and you've e you've heard this, but usually the smallest payingclients are the ones that require them most yet hig, right and but theresthere's definitely a market for those that are working with the small Tingclien. It's just that's you know depends on what your size is so figureout what that is and stick to it we're also very particular with theindustries that we work with. You know we don't want to work with industriesthat promote anything negative in our mind or that don't hold the same valuesas us and that's just a personality thing or a personal decision, and so wwe've we've identified what those industries are for us and we j St, westill clear of Tho, I mean those are really specific and I appreciate youshareing those with us so to the person out there listening. You know this isgreat, but I don't have a Jos timely or I don't have somebody on EUR team. Thatis that's writing for these publications. What's the next step forthem R, are there ways to have billed the system that you've built? You knowwithout having someone on your team? That's riting for a massive publicationyeah. So essentially it's j, good quality content. Marketing again, I'mI'm the first to say: I'm Super Stoke to have a Jos time Yow, because it'sworked out. We built a great partnership in a great workingrelationship and we figured that out, but at the end of the day it really isjust content marketing. So what you have to do is you know, do do theresearch to understand who your audience is, who your target at is? Whowho are you trying to get in front of then you have to do the research tounderstand once you know what type of who who it is. You know who yourbioperson is our basically who who it is that you're trying to target you'vegot to do the research understand what type of content is going to be valuableor them is it video? Is it social media content on Instragram snapchat? Is itblogs you know? Are they readers if t identify what type of content peopleare going to consume? That's going to you know, move them to make to contactyou and reach out to you and then you've got to once you understand whothose people are, or you have to build that audience and identify where you'regoing to target that audience and and how you're going to get that content tothem. But once you do that again, you can do that through social media. Youcan do that through bogging. You do it...

...through gest bogging, you do it throughdigital pr. You know you don't have to have somebody that writes at thesepublications to get into these publications. There's other ways to dothat, and so you know whether it's just networking or services oof or that butainy got you', got to know who you're trying to targut ou got to know whatvalue you'reproviding that person. Then you just have to form like that into astratgegy that that is going to target an audience based off of qualitycontent and Gen ands wok on CR. This has been fantastic. If, ifsomebody wants to stay connectod with you, maybe they ante to dig deeper onthis or they wantto learn more about M. I what's the best way for them to goabout doing both of those things. Yes, if you get check on a website itactually just we just had a new website launch today, so MWI dotcom. You canreject to me on Lington it's it's cory, Blake CR, eyble, Agn Mwy, the company.So you can. You can find me through that and then also an Instagram J. Justt e letter j qoryb is, is my instrermand, don't even follow metheawesome Cor e. thank you so much etide to man. This has been incredible.Yeah thank you was great to de with Yau. If you've been getting value from thispodtast, you can help us reach more people by reviewing the show N, itunes,here's how you can leave a review in less than a minute open your pod castout and Tapp the Serch icon in the bottom ray corner type in fee to bgrowth, then select our show once you're there tap the reviews to haveand tell us what you think of the show. These reviews help us out of time.Thank you so much for listening until next time.

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