771: Social Selling with Your Personal Brand in B2B Sales w/ Ryan O'Hara

ABOUT THIS EPISODE

Recorded on location at the 2018 #FlipMyFunnel Conference in Boston, in this episode we talk to Ryan O'Hara, VP of Marketing and Growth at LeadIQ.

He shares LinkedIn social selling tips, how to collaborate on content creation with your prospects & picking a brand archetype for your personal brand as a salesperson.

Click here to connect with this guest on LinkedIn.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweetfish MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary vanner truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the CO hosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attempt to take over the world. Just getting well, maybe let's get into the show. Welcome back to the B tob growth show. We're here today with Ryan O'Hara. He is the VP of growth and marketing at lead Iq. Hey, what's up, how's it go ahead? So we're actually recording this at flip my funnel. You presented earlier. Had A great talk at the sales stage earlier today. This will be going live a little after flip my funnel, but we're talking a lot about account based marketing here in Boston this week, talking a lot about sales and marketing alignment. So for maybe folks that didn't get a chance to make it to flip my funnel you haven't heard a previous interview with you don't know about your linkedin video fame. Tell people just a little bit of context who you are what the team at lead I use up to. Yeah, so we are trying to help people with cutting down steps and prospecting and the way we get our message out. We do a lot of stuff with social selling. We post videos regularly. If I post a video on Linkedin, I'm sure as hell...

...going to be prospecting every person that engages it. And even though I'm a marketing guy, I started in sales I've always been a marketer that like war sale sales goggles a little bit, and now I'm like really trying to do that stuff a lot more. So we put out content like you. I'll give you an example. If you're thinking about doing some stuff in social selling and you add your prospects online as you know them, but you could say you write them a cold email right, they don't, you know, they don't respond. You had them on Linkedin with a personalized message. One that person accepts your message, you basically have a six day window to gain in their news feed and if you don't or their timeline and if they don't, if you don't get in their news feed with something and they don't engage with you, you're pulled out and they never see your content again unless one of their mutual connections share something. So a lot, a big part of this is actually like trying to convince people and talk to them about putting content out there, and I think it's really hard for a lot of people to do it through shy they don't know what to do. If you're a sales wrap, the thing that you had, that's really cool, as you have a book of business, a book of potential business and you have the ability to talk to people, you wouldn't be working in sales. Yeah, so that's a big part of like what I've been trying to help people with lately. He's talking about how you can go to market yourself and brand yourself as a sales up. Yeah, I love some of the videos you guys have been putting out, and a lot of it geared towards salespeople. So I've taken some value from it and I think that there's whether it's, you know, trepidation about putting themselves on video, or maybe it's a salesperson and they're, you know, not the strongest writer. Like there are some roadblocks to folks. What are some of the things you encourage sales people to do to get started? Because if you're going to social cell, you've got to find some way to put out content, even if you're working with marketing and then publishing it yourself. You know, what are some of the things that you encourage sales people to do to get started? Yeah, so it's no secret. I'm going to be really transparent here and, by the way, there are great companies that do this for you. But one easy, willing fruit thing you can do is, if you're bad at writing or you're bad at speaking, or you're bad at both of those or something, use user generated content.

Like we work with your prospects, work with your customers, go through your existing book a business or people that you want to be customers. When someone writes back an email to me and says, Hey, Ryan, we're stuck in a contract with x data provider, I don't go and say great, I'll follow up with you in three months. I say totally get it, that's cool. We should do a podcast, but we should do a five minute interview. I could rapid fire do something really quick with you and put you out there and you could tag it and your whole network will see it. The thing I drop this dot all the time, but the average person changes jobs once every seventeen months. That means that they're constantly going to be thinking about what's my next job, even if it's like they just joined a new company. They want to get their brand out there. They want to get out there. If they've been there for six months, right there are. They're probably thinking, all right, I'm confident what I'm doing. I want to wrap the brand and do well and then the last six months are probably to give out their next job. And you know you have the occasional person that will stay a company for years, like I've been at lead like you now for like almost four years. But there are people out there that you could go do this with. So if you're a rep in your cold emailing someone and they right back consider're not interested or something, try and do something else to build a relationship out and I've actually talked to some people that I actually you guys do this to a little bit, not to like plug your stuff, but like you'll help people with podcasting in these scenarios to man. Yeah, well, I think you make a really good point. Collaborating with people on content not only helps you be able to put out content, but what I hear you saying that that you know we do as well, is collaborating on content builds that relationship and it might not lead to close business that month, but if that person moves or if they move up in their organization or things change, you have an established relationship other than hey, I'm going to call you again at renewal time. Right, right, get to get this. This is the crazy part too. Let's say you're a BDRSTRA A and you're having a bad month. Your deal that you thought was going to close this month, that you forecast and promise your sales may edger, completely falls through. Right. Never happens. Yeah, like you know, you can do you can actually hit up some of the people that you've done stuff with and back fill your pipeline. That happened to me. I...

...remember there was a month I was working at dime and I was actually transitioning over to the events team. Okay, and I was going to be doing Dr Stuff for the events team, but because of that I got pulled in a lot of meetings. I was nowhere close to my number. There were four days left in the month. My manager sat me down and said, Ryan, you're supposed to be leading this team, you're supposed to be doing this stuff. I need you to really focus on prospecting until the end of the month. Can you get to fifteen ops? Yeah, I think I had like one. I am not kidding this. I just wasn't prospecting. I was just dodent too much stuff. So I went through and I just went through all these people that I had done stuff with. I had interviewed people and said Hey, can I do a couple Qa questions to throw it out our blog, or I'd say I'm going to do a linkedin post about this topic with glode bouncing and I wanted to talk about a cool project. Can you give me a couple quotes I could throw into my post? And I just tapped into these people and I was able to hit fifteen ops. I got fifteen ops of three days doing it, just like tapping into these people that I had a relationship list that I kept in Google drive that just listed every person that I had done stuff which I could remember to go back to it when I was having a bad time. We can't name names, but today's gross story is about a billion dollar tech security firm. Even though this is an incredibly successful company, they've struggled with cross selling among their top global clients through an underperforming inside tales team. So how did they solve for this? They implemented a multi tactic program that included display email, direct mail, global inside sales and an enablem the team. This program guaranteed pipeline conversions and resulted in a two hundred and fifty seven percent increase in mql to s ql conversion and an almost two hundred percent increased in closed business. So how did this security firm get these kind of jaw dropping results? The answer is Simbol mrp politics. MRP politics is an insight's power to count based marketing platform with streaming predictive analytics baked into its core, integrating multi channel ABM execution.

On these insights, mrp politics triggers display email, direct mail and global inside sales in real time, helping the largest marketing departments in the world deliver the right message to their customers at just the right time. So can MRP politics get similar results for you? Probably find out by visiting mrpfdcom or click the link in the episode description of this interview. All right, let's get back to the show, right, right, that's awesome, man. Now the next step. I think I've seen you guys do some videos on this kind of highlighting your product, but I think whether you know someone's using lead Iq or not, the next step that I think a lot of sales people you know, aren't doing, if they are getting to that point of producing content, is where do they take it from there? Like what do I do you with? Yes, you did thirty likes for the first time, or I get a hundred likes for the first time on a post. Now what do I do? What do you recommend? Yeah, so the first thing that you do is you need to capitalize on that stuff. I'll give you a couple cool things you can do, and this is why it's a six cycle. That's amazing. If I put content out there where it's a blog post, video, podcast, whatever I'm trying to do, and I get thirty legs, first thing, I'm doing some prospecting all the people that liked it. And if you work at a sales team where there's territories, that's okay. You don't have to prospect them, but you can help your reps that are on your team with it. Here's the thing you also can do. Take the people that like the post that are connections to the person you had, email them and, instead of asking for their product they're not in your territory or if they aren't a good prospect, ask them if they know anyone that would want to be on the podcast or video or whatever you're doing right like. Just do a cycle and then do the same thing with their connections and you create a cascade of stuff. You have to ask good questions and stuff too, and this by it doesn't have to be podcast either. You can do just content. You could write something if you're good at writing videos. Very easy, because I think that naturally, as a sales wrap, it's easier to talk and it's better to look at a camera and look at a customer. If you chosel off thirty minutes a week to just do a thirty minute or five minute interview with someone, whether not carrying off it to prospect or a customer. Yeah, people are going to do it because...

...you can tie them put it online. Here's the other thing I think a lot of reps struggle with figuring out, like, okay, I'm putting out content, but how do I make sure my contents different from everyone else? The one thing, this is a little bit more complicated, but I think it's a really cool thing you can do is actually implementing a brand are a type for yourself. Okay, do you ever warn about brand archetypes, ring that stuff? No, not personally so. So in the marketing world. No one does it in sales yet, and I'm actually working on an ebook on this, but in this in the sales world, there are all kinds of things that make us love certain brands. Right, and I'll give you example. If I'm like, Hey, I'm going to say the word Badass, give me one brand you think of that's Badass. Right, okay, Davidson, that's the perfect example. A badass brand would probably a rebel brand. That's the brand archetype, it's called, or the outlaws, some people call it, and they the idea is that you pick a brand archetype and stick to one and commit to it. Yeah, you can do a lot better. There's a rebel. There's a gesture. That's what we are. We try to make people laugh. Yeah, well, you have read a lot of good stuff with humor. Yeah, we try to throw into little jokes and try to make people laugh. Yeah, there's a hero, which is like I'm the best. This is why I'm the best. Mahamat all. He's a good example. Right. There's the lover brand. A lover brand is someone that talks about how much they love their fans and their people. They should they use intimacy. I love it's a really nerdy example for a thirty one year old man, but tell or swift is my favorite example this. She's a lover brand. Yeah, literally half her songs are about relationships that are broken up. Yeah, all her post she does on instagram or about like things she loves about our fans. And there's a reason that tell or swift is literally like the most fallowed pop star in the world right now. Like Katie Perry's pretty well known, but that like when something happens to Taylor Swift, thousands of people flocked to back her up on stuff, right, and same thing doesn't happen for Kylie Ray Jepson or I'm just naming pop people. I don't know the month. But like, she's a lover brand. If you want to build a oil falling online and find your voice, the easiest way to find your voice is to pick one of the archetypes that you like. Here's the other thing. Pick an archetype other people aren't doing. Yeah, so, like if I looked at like in the data world, for example, we compete with zoom and phone discover work. They're not gestures and if they were, I wouldn't have done the gesture archetype for...

...we dia. You right, like they're one of them is a sage brand of one of them. I don't even know what they do for branding. But like, no disrespect, I just they don't. They don't have a clear archetype. I don't think what the stuff they do. There's all kinds of things you can do. There's a difference between Duncan donuts and starbucks. To write. Duncan donuts and every man. That's another brand archetype, or the friend brand they call it. It's basically common Joe America runs on. Duncan's blue collar like come here or do this. That's the every man we brand archetype. Yeah, starbucks is an explorer brand. They put all exotic locations, do exotic flavors and they want people to go try new things. So, like if you were doing social selling and picking and explore brand, yeah, your content might be about trying some stuff you didn't work and telling you talking about it. If you're doing a sage brand, you might be teaching lessons. Right, if you're a gesture you might be making a couple jokes about something that you try. Dale dupree is a good friend of mine. He was presenting, you know, not long after you in the in the sales stage and he's very much that that rebel archetype in in the sales world. He is, you know, says everybody to everybody's friends. Call him the COPYR warrior. He's slaying, you know, high prices and the occasional possessed copy Er. He's done a great job of that and I think you're right there. Like marketing folks are thinking about this all the time, sales people aren't necessarily thinking about developing that archetype for themselves and putting themselves and the other thing, the other cool part, is your brand archetype doesn't need to be the same as your company's. HMM, and that's that's actually how I discovered doing this because when I work at Dine, yeah, Diane was trying to do a lot of stuff. They now are owned by Oracle and Oracle's a very sage brand where they teach lessons. Right, Diane was really trying to do. They didn't really have an archetype chickled out, but I wanted to do the brand archetype thing, so I just did the gesture thing at dime and it worked great for any campaign I touched. My fingerprints were all over, whether it's prospecting, whether I was doing a marketing campaign, if I was running search engine marketing. Stuff like you can do all these different things to capitalize in the thing it does is it creates a loyal following. Like I'm not trying to brag, but like people loyally talk about the...

...stuff that we put out all the time. Lead Iq, right, and we're just a normal company. But the thing that we did is we strategically pick to make a certain archetype right, and the idea is that if you pick one archetype, it relates to everybody. There's twelve of them and they all relate to and I I mean we could talk about all them, but I don't want to make it too long, but the the idea. Looking forward to the EBOOK. Now, yeah, you've got it. You said it on it's I guess you have to finish. It's fifty three pages deep right now, so I have to trim a lot of it because I don't think people like reading things that are that long, unless Terry Potter and Nice. All right. Well, man, that is a great spot to in the conversation. This has been awesome. I know people can find you on Linkedin. What's the best way for people to reach out to you? Follow your stuff? Reach out if they got questions. You know, salesperson with prospecting questions or whatever the case might be. Yeah, you can add me on Linkedin. Please use a personalized message, because I get a lot of linked in request every day now and it's hard for me to know if, like, you're a BOT or human. So just do the personisee message thing. Another thing you can do we put a lot of cold content out about branding and prospecting and stuff for sales on our meat IQ blogs. You going post the awesome and this has been a great conversation. Thanks for being on the shower. I thanks. 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 BEDB growth dinner in a sitting near you, go to be toob growth dinnerscom. That's be tob growth dinnerscom. Thank you so much for listening, until next...

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