655: What 2 Marketers Learned at a Sales Conference w/ Dennis Carlson

ABOUT THIS EPISODE

In this episode we talk to Dennis Carlson, Founder of Agency Leverage.

Click here to connect with this guest on LinkedIn.

A relationship with the right referral partner could be a game changer for any BBB company. So what if you could reverse engineer these relationships at a moment's notice, start a podcast, invite potential referral partners to be guests on your show and grow your referral network faster than ever? Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to help you 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 BB growth show. We're here today with Dennis Carlson live at revenue summit in San Francisco. Dennis is the founder of agency leverage. That is how you doing in men? I'm doing great, James. I'm really stoked to...

...chat with you. You commented on a Linkedin status of mine yesterday and mention that you were going to be here, so we connected this afternoon. I've been hanging out the entire event did as we're going to be talking the rest of this episode about your three takeaways from Revenue Summit today. Before we dive into that, though, I'd love for listeners just understand a little bit of context what you do. I'm really intrigued by just the niche that you've chosen to go after. Tell our listeners a little bit about that. Sure. Yeah, so I run agency leverage and we do marketing automation for commercial insurance agencies and benefits brokers. So those are people who sell insurance and employee benefit packages strictly be tob love it. I love it. So, as we were talking at dinner, just through like what what some of your key takeaways were from the event today. The first one that you mentioned was a talk that John Barrows and Morgan J Ingram did talking about triggers, looking for triggers...

...for your buyers. Talk to us about that. What stood out? Why was it? Why was it an intriguing Talker to you? Yeah, I thought it was really interesting, just this idea that, your perspective, clients have these certain trigger events that their organizations are going through that would be a reason for them to purchase your products. So in the case of my clients who maybe are selling an employee benefits package or our HR technology services. Maybe they see that on Linkedin that the company is hiring a number of folks that they you know, they weren't before. Or maybe they you know, you've got a fifty fifty person company that all of a sudden is hiring ten new people. There's an opportunity they are probably to adjust their benefits package and to have that conversation. So triggers like that them really something I hadn't spent a lot of time thinking about, but that data, data is easily accessible now. So checking into, you know, Linkedin and other resources to see kind of what's going on with in an organization, that might be an opportunity to have a conversation that you otherwise wouldn't have. For several years now I've been...

...using a graphic design service called Capa Ninety nine. You've probably heard me talk about them on the show before, because it's one of the best investments we've ever made in our business. For just three hundred ninet nine bucks a month you can get unlimited graphic design. Seriously, it really is unlimited. You can have them design your infographics, case studies and all of your blog post and social media graphics. They even do t shirt designs, email signatures and book layouts. So head over to BB growth showcom design and sign up for their fifteen day free trial. That's BB growth showcom design. You're going to love it all right, let's get back to this interview. So this second one, there's got him Eric Sue. He runs a podcast with Neil Patel called marketing school and another podcast called growth everywhere and and we were sitting next to each other for this talk and he kind of came out of the gate talking about podcasting, which you kind of nudge being right. Hey, are...

...you paying this guy to talk, telling everybody in the room they should have a bid guest, which I love. But he also talked about Seo later in his talk and he kind of boiled it down to a really simple definition of you know, what is Seo? Why? Why did that stand out to you? Right? So, when you think about Seo, there's so many directions you can go. There's there's few Google Seo. The amount of resources are just incredible. But you know, a lot of the clients idea with aren't really doing any SEO and their organizations. It's not something that the owner of an insurance agency. Haspent a lot of time thinking about so when he broke down in his talk seo into really just to two factors, which were content and links, it really got me thinking about a simple way to help my clients understand Seo in in just providing valuable, relevant content and then linking to high authority domains. And High Authority domains are, you know,...

...anything of really of value on the Internet, any any website that you would normally go to? It's probably a high value domains. So thinking about Seo just in those two terms, I feel I can really help break down some of the barriers that people have to thinking this is something that they can attain, something that's not achievable either on a small budget or with with no marketing staff. I love it. I think the just that I know that there's a lot of folks listening to this trying to figure out how do we simplify like I'm into this marketing stuff, but my clients aren't necessarily as tuned into it. So how do I how do I articulate things in a way that my clients will understand it and not to me like, like you said, is a perfect example of that. Like you and I understand Seo much more than than the average person, but most of the folks that we sell to, not my case, are because I'm selling two marketers. But in who you're selling to, it makes perfect sense that you don't think about the SEO. They're thinking about intrants and I and all the other problems that come along...

...with that. But I did like Eric's definition of it. All boils down to content and links. Right, if you can create great content and you can get authoritative websites to link to it, you're doing seo well better than the lion share of people trying to produce content online. The third thing we're going to talk about again, going back to Eric Seus talk the Roi of podcasts. Now, you and I kind of threw out the day I been talking about podcasting in the different benefits and stuff, but what stood out to you whenever eric sort of talking about the Roi of podcasts? You know I mean, I think my comment to you when we were chatting about this was you'd have to you'd actually have to prove to me that there is an Roi impact podcasts, and I'm just saying that because we're here talking teach other. There I really believe that if you can get conversation with somebody that would be a potential client, and you can do that on a repeatable basis, even just having something that you're a project that you're working on together with, with...

...somebody that would be a perspective client, it's going to produce better results than a cold call or even even a cold meeting that someone regrudgingly gave you. So this idea that you're actually going to highlight somebody's somebody's organization, the work that they do and in turn have this relationship that you build with them seems like automatic. Roi and and from a previous life I've done some of this, doing interviews with folks on blogs, people that I wouldn't have had access to otherwise, and I saw the results of it. So I am a firm believer in it. I mean even during John and Morgan's talk we closed a deal with a podcast guest that I interviewed six days ago that I got an email from her. Hey, James, we're going to move forward with the with the one hundred month package, and and so we're now going to be like it just works, and I'm seeing it a lot from the guest, like the relationship from what from host with guests. Eric's talk was more...

...talking about in terms of listenership and rank, seeing the progression of how has shown has grown. From an audience perspective. You and I are meeting because you listen to the show. That's right up and so and there's going to be we're going to be friends for a long time now, right, and the the ancillary business benefit that comes off of that I think is really cool. But I just so so both for my I feel like Eric talked more about audience building, which is certainly a piece of it, but offline, I kind of outside of the talk you and I were talking more about. And what are some like? There's just Real Tanta key and if if you want to talk marketing attribution, I feel like you know, when you talk about a podcast and you want to talk about marking attribution, that direct line to a sales rep sitting with a perspective client and having that conversation you can directly attribute. I feel like the PR you get, the extra mileage you get for for branding and for audience exposure, for wareness level exposure, those are all things that are fantastic. Much harder to track in the long run.

So again, again, in my context, for the people that I'm going to be working with, they're going to want to see results pretty quickly. And what better result than I just put you across the table from somebody that you want to have as a client. Yeah, and we were just talking to another influencer. I won't mention his name. I don't think you'd ever probably be saying his name, but I won't just in case. And I was asking him how his podcast was going and it just asking him like how are you guys arriaging it? It's not carry me, it's just are you guys leveraging it for Bizdev and he's like, oh, every single guest that I bring on is I'm only bring them on because their potential client. Right, and I it's like I just want more people to be embracing podcasting in this way, because it's not going to work forever. You've heard me say this to a lot of people that I've talked to today. Right, this is this is not like marketers ruin everything. I'm a marketer, so I'm comfortable saying that. And and this this gravy training. We can be here forever. It's right. Everybody has a podcast and so take advantage of this stuff now while it's still this novel, unique way to bridge a relationship...

...with somebody. That's not Ay, I want to sell my thing. So any any other kind of any other thing that you're taken away today we've obviously these these three simple definition of Seo Roi, of PODCASTS, triggers, looking for triggers, anything else that? I think you know one thing that stood out, but but it's not necessarily unique to revenue summit. But you here over and over again. It is about marketing and sales alignment. That really getting an organization to understand that marketing and sales are inextricably linked but also have their unique differences, but all should be working towards the same goal. When we talk about revenue goal, those should be carried by marketing and sales and really helping helping organizations that don't think in those terms understand that. I think is something to take to my clients. I think is a good takeaway from this from the summit. Awesome, Dennis, if there's somebody listening and I want to stay connected with you. They want to learn more about agency leverage.

What's best way for them to go about doing that? Fair I'm really easy to find them on Linkedin. Dennis Carlson, agency LEVERAGECOM twitters at agency leverage so and DC at agency leverage is my email, so I'm really easy to find. Awesome, Dennis. Thanks so much very time. Man. That's been awesome. Really appreciate it. Thanks, James. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a B tob growth dinner in a city near you,...

...go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time,.

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