B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2053 · 4 months ago

Unconventional Sales & Marketing Tactics

ABOUT THIS EPISODE

In this episode, Dan Sanchez and James Carbary talk with Michael Hanson, from Growth Genie, about unconventional sales and marketing tactics. 

Vidyard makes it easy to record, host, embed and share videos to engage more deeply with your buyers. Sign up for free today at vidyard.com/b2bgrowth. No promo code needed!

Yeah, all right. Welcome back to be, to begrowth. We are here live today on clubhouse with Mikey. Hansen Mikey isthe ceo of growth genie and we're going to be talking about unconventionalsales and marketing tactics if you're not already following dan and myself onclubhouse and you're listening to this podcast, make sure to do that at JamesCarberry at dan says, or you can just follow the B two B growth club onclubhouse Mikey. I'm pumped for this topic man. We, we got, I forget whoconnected us, but you're working with a lot of sales teams and you're trying toget sales teams to have more meaningful conversations and so there's a lot oftactics that I think we've all heard a bunch of people talking about and Iwant to focus this conversation on the unconventional stuff, the stuff that isnot being talked about. And so before we get into some specifics, give usjust a brief context as to why this is a topic you're so passionate about.Yeah, sure. I think it's a big topic at the moment is breaking through thenoise. I think people are getting prospected more than ever. So you'relike a decision maker, a company, if you've got any kind of budget youprobably receiving, you know, hundreds of emails every day of people trying tosell you stuff and most of the messaging isn't great. But what thatmeans is even if you're messaging is good, it's quite difficult to breakthrough that noise if you've got to stand out amongst all the clutterthat's just drunken in people's inbox. I think this is a topic of this. It'salready obviously very important standing out. It's just gonna becomemore and more important. You know, as these kind of email automation toolsrise is how can you stand out from the rest of the sales people? I thinkthat's kind of two sides to it. One is like the medium that you're using, andthen two is the actual message doing like how can you stand out from thecrowd. So, yeah, I think obviously when...

...it comes to sales and marketing isimportant, but I'm a big believe are generally in the unconventional side oflife. So yeah, that's why I wanted to do this. Yes. So let's dive into it,Michael. So, uh, people calling you Michael, we're friends now. So I'mcalling you Mikey from here right now. So Mikey. Let's dive into what are someof these unconventional tactics that you've been seeing either through workwith your customers or as a customer yourself. Being prospected by a lot offolks. What are some of these tactics that you think could be reallyeffective and really helpful for the folks in the audience today? Yeah, sure.I think I'll start with more like the mediums and then I'll talk a little bitabout the messaging. So I think if we, if we think about mediums, one ofthings that we're seeing working very well, voice votes or audio notesArlington. A lot of people don't even know that you can actually send them. Alot of the response I get when I send someone a voice note. Arlington is like,wow, I didn't know you could do that just as a technical thing.Unfortunately, Lincoln doesn't allow you to send on desktops, you'd actuallyhave to download the app on your mobile, which is actually quite annoying. So Iprefer not to have work caps on my phone because I spend quite a lot oftime procrastinating on things like, like Lincoln. Um yeah, audio, that'sreally good. I really like them as well. There's a big buzz around video at themoment which I'll come on to in a minute. But I like audio notes as Ifind there are a lot more productive because I feel like in sales there'salways that balance between having very relevant messaging to your targetaudience, but also not spending, you know, like half an hour to like writean email. And I think just pressing a button on Lincoln to to send a voicenote is very easy. The second method of mention is is video. Like I just saidthat's a bit more time consuming. And then in terms of video as few tools,video and loomer to that. But I use and actually allow you to share screen.Always think about sharing screen on something that's actually about yourcustomer. I've seen a lot of people...

...take videos sharing screen on their ownproduct, which is not as impactful of two things. I recommend. Maybe go ontheir linkedin profile, share screen on their linkedin profile, like pick out acouple of nuggets from there or share screen on their company website. Maybeyou go to their case studies page and say, hey I notice you're you're workingwith this customer and then start a story around that. So it's on the videoside. And then uh last one I mentioned is uh is like direct mail and any gifts.There's a couple of tools that have really. Softwares are growing reallyquickly at the moment, reached desk and some do so and they integrate into yourCrm and allow you to send stuff directly to people's officers. It's abit tricky at the moment because obviously people on in the office youhave to send it to the home address, which can sometimes be more difficultto get hold of. You can also send them e gifts in the in the post as well. UmAnd I think, you know, like I said vs 100 emails you may be getting a day,like sending someone a gift and not just any gift, you always need to thinkabout what's relevant to them. What are their interests of research around themis a great tactic. Yeah, those those are kind of the mediums. I don't if youwant me to get onto the master doing already, if you have some kind ofquestions around the medium's James. Yeah, so I'd be curious Mikey aroundaudio notes. I've just noticed myself personally, I've been getting more andmore of them and I've just caught myself kind of being less, I guess moreresistant to actually listening to them. I think if I'm remembering correctlyyou can see how long they are in in your messages so I can see whether it'syou know, a minute, 12 or you know four minutes. I think my thoughts would beobviously keep those as brief as you can if you can keep them under a minute.But what are your thoughts on length and then and then what the message,have you seen? Any effective message is done via voice note in linkedin? Yeah,definitely. And I think I think Lincoln...

...actually limits you through a minute toharm me over a minute. You recommend pretty like 30-40 seconds. Is is thesweet spot. You can actually also interestingly send uh audio notes orlike SmS or what's that? What's, that isn't as prevalent in North America, Itwas selling outside North America and I think it's it's actually the same as ifyou're sending like an email or on the phone or whatever it is, that that 1st10 seconds make it 100% about them. Because I always say this with like anemail subject line, you've got the subject line to get them to open andthen you always got like a second subject line, which is almost like thesubtitle of which is that first line of the, of the email. And it's the samewith like linc Lincoln voice notes. Right? Like if I was gonna prospect youlike to mention like this clubhouse from, for example, like, hey jonesnotice you did at all with Michael Hanson around convention,unconventional sales and marketing tactics. You mentioned voice notes. I'msending you one now. So I always think about what's relevant to them. There'sa big buzz at the moment in terms of personalization and I don't think youshould never personalized kind of just for the sake of it. You've always gotto tie it around to some kind of business challenge that they're facingas well because I think you you get a lot of people just kind ofpersonalizing just for the sake of it. So it's like 1st 10 seconds about thembring it back to some kind of business challenge that you know, they'reprobably facing based either on their their industry job title or somethingwe call triggers. Um, and a trigger could be they're hiring a particularposition, they're using a particular software. It could be any number ofrange of things that you may be able to find out through research and then yougot your call to action and you call to action. Again, you've got to thinkthere's a few different course of actions. You can have one could just beto send a piece of content. So it's actually what we recommend, like thefirst few touches kind of build interest. Like hey, we got some, I seethat you're a sales leader in the...

...marketing software space. So we've gota tactic around how you can sell to marketing leaders, some, some emailtemplates or something. Like would you be interested in seeing it? So that'sone tactic. Another tactic is obviously going more for the meeting. If you dothat, you've always got to think about what's in it for them because peoplealways just send like, hey, we got in a 30 minute call that's like what, 90% of99 of sales people do you want to try and stand out from the crowd. And ifyou are going to ask for that meeting, it's important to say, what's thebenefit of them to spend 15 minutes with you? Like think about them. Likewhat, what's in it for them to spend their 15 minutes to have to say, youknow, interested in learning how we can help you do X, y and z and like makeyour life easier. So like, yeah, those are a few of the tips I recommend forvoice notes that I think really stand out for any type of change. Awesome.What about videos? So we're big fans of bom bom. You mentioned Loom and Vidyard.What are some things that you've been seeing work really well when it comesto video prospecting? Yes. So yeah, we use those tools as well. Like I said,just sharing spring on something again, that that's relevant to them. So thatcould be their links and profile, that could be their company website, Thatcould be a piece of concept. They're all they're all search. So we actuallyhave a client called carter which is uh location intelligence platform, thatprobably doesn't mean anything to anyone, but it's essentially like amapping software and they were getting targeted. Funny enough, I reached usthe like direct mail software we just, I just mentioned and the, I think thatone of the sdrs there had seen that on twitter, the VP of marketing, likespaghetti hoops on toast, which was just a weird things, it was likecarbohydrates on carbohydrates. So they sent her a video of her twitter pageand like started talking about this spaghetti hoops on toast. And I thinksent them a voucher saying, hey, next time you go to the supermarket, getyourself some spaghetti hoops. That's...

...just a kind of cool example of, youknow, being authentic and being rigid off. What are your thoughts Mikey on.So I feel like I was actually dale in the room. We were on a uh we're on aroad trip this weekend and this this conversation came up this idea thatwhen you're trying to, you don't want to personalize just for the sake ofpersonalization, but you've also got to understand that the people that you'retrying to reach out to There are hundreds of other people trying toreach out to them as well. And if you instead of focusing on trying to get 10people to meaningfully engage with you, if you're instead focusing on trying toreach 1000, you're likely not going to engage anybody if you're trying toreach 1000. But if you think about it in smaller terms uh and say man, whatcan I do today to get 10 people to meaningfully engage with me. It's doingthe things like looking on somebody's twitter feed to see what, seeing whatthey're talking about, Looking at their linkedin profile to see if they'redoing anything on clubhouse, but not everybody is as open as you or I oreven dale or dan I know on this call or you know, I know Nick does this reallywell, like not everybody is creating a lot of content online. So do you haveany suggestions for like, say you're prospecting into I. T. Uh we found atleast with the folks that were, you know, the I. T. Folks that we're tryingto get on our customers podcasts, it's tougher to find things out about them.Could you share some things like what what are some ways to personalize whensomebody maybe isn't as active online? Yeah, that's a really great question.And we often face this challenge ourselves. So we we've got, you know,some modules around how to write personalized message doing for thingslike email and linked in and when we're doing training, if we if someone we sayto our people were working with, you know, pick a target lead that fits yourideal customer profile. And then if we go in and then click on links inarticles, et cetera, they haven't posted for a few months, they say, okay,what do we do now? You can just typing...

...type on google, like good old googlehas some information maybe on twitter. And then if you can't find anything,they don't offer any content, then think about it from a company level,right? You're always going to be able to get some information at a companylevel, especially if you're selling into the enterprise, do some research.Look at maybe like annual reports, looking they're hiring, look at theirwebsite. Like I said, you can look at the types of customers that they haveand then do it more company level. And actually that can be quite good fromlike a an account based perspective because what happens if you do a lot ofresearch, we have some customers actually have sales technically thatsells people, but they're more research and almost like getting a load ofinformation for their sales team to then use an outreach. And that's reallygood because that information that you research at a company level, you canactually use that When you're reaching out like 10, 20 people there becausethat information is relevant to everyone within that company. Um that'sprobably what I do. If you can't get any information at a personal level,look at the information that you can get a company level. Hi dan Sanchezhere with a quick break from this episode, sponsor Vidyard. If youhaven't started using personal video yet to enhance your marketing campaigns,you're missing out. Having the ability to quickly capture video and record mycomputer screen or both helps me not only create marketing assets faster, itmakes them way more personable. I use personal videos and social media emailblast landing pages and even on our website, Vidyard makes it easy torecord host in bed and share videos to more deeply engaged with your idealbuyers prospects have told me repeatedly that they are blown awayevery time they get one for me. So sign up for Vidyard free today by going toVidyard dot com slash GDP growth and just like you guys, the team at Vidyardcan't keep up with all these promo codes on podcasts, so they are makingsigning up as easy as possible. So no...

...promo code needed. Just go to Vidyarddot com slash GDP growth to start using Vidyard completely free and as a bonus,get their 2021 B two B video trans guide. Yeah, that actually came up inour conversation as well. Mikey that going one level higher. If you can'tfind anything personal, find something around their company. I think that's areally good thought there. Um I want to go ahead and uh and open up the roomfor anybody in the audience that has questions for Mikey. We're talkingabout unconventional sales and marketing tactics. Mikey is the ceo ofgrowth Jeannie. If anybody has any questions, comments, thoughts, ideasaround you know what, maybe what? Maybe it's not a question, but something thatyou found that's been working for you, going ahead and raise your hand, willbring you up on stage and uh and we'll talk through it with Mikey. So Mikey,my next question for you would be around you, you had mentioned like Sindoes so and some other platforms. We use craft um for our custom gifting.What have you found that works really well when it comes to gifting? Yeah,this is this is a kind of hot question we're actually looking at internally atthe moment because I've only used gifting and like even he gifts morefrom like a closing perspective or like with warmer leads in the past, like asan a or even like customer success, it's it's worked really well. Whatwe've typically done in those situations is obviously because wealready have a relationship with the customer is like, say we want to sendto get, This actually happened in the last company I worked for wanting tosend a gift to like the CMO. But then we're also working with the head ofbusiness development, you just ask the head of business development, like whatdo they like, what are their interests, what are your hobbies? Like what can wesend that's going to make them happy? So there was one person who actually,because I knew this person, I knew they really like running. We like sending aNike gift card at christmas and said, hey, you know, buy yourself a new pairof trainers to like, you can run off...

...your christmas dinners in, in january.And then yes, I think those warmer leads is kind of easy. I think for coldleads were actually kind of new to this and we're seeing that it does work well,but it's new to us and we're trying to include things like uh, you know, egifts and direct mail touches, even like colder leads. And uh I think againthis comes down to like the research side of things that you can findanything on linkedin or twitter or wherever it may be on the inside. Thatthat's good. And I think the more niche you can find things actually the betterbecause that's even more, that's always what I say, like when you're doingresearch, if you find something that's very strange, like the spaghetti hoopsexample that I gave earlier, that's a really nice thing to do because that'ssuper unique. So that's one of the things I recommend because I've theopposite of that. I've actually got a few people have sent me gifts recentlywhere a small companies, it wasn't to get business because we're actuallylike, thank you gifts, which is great for like a couple of speaking gigs I'vedone. But what they did was send me alcohol and like, I actually haven'treally drunk for like a couple of years. I don't really drink anymore. And I wasa good example of, again, we're gonna send this person a gift, but we're notgoing to really put any thought into it. Obviously if they message me or ask afriend, they would have known that, you know, I don't really drink whiskey eventhough they sent me a bottle of whiskey. So you always do like a bit of researchto find what someone likes, rather just kind of standing there just for this, Ithink about love it. All right, Mikey. One of the things that we are, you know,we've obviously built an entire business around this idea, but it isabsolutely, you know, a strategy or tactic, whatever you want to call it.But it's this idea of engaging your decision makers at your target accountsby collaborating with them on a piece of content. So we ask a lot of ourideal buyers to be a guest on our podcast to be growth. We also do, youknow, different types of collaborations with them so well, do you know, blogpost with them? We will do, I've seen, I've seen companies do like awardswhere they're collaborating in in a...

...little bit different of away. They'relike nominating them for some award and those types of content collaborationI've found to be incredibly effective at actually building meaningfulrelationships instead of leading with, hey, look at my product, look at what Isell its, Hey, I want to shine my spotlight on you. We want to featureyou in some content that we're creating. What are your thoughts around thatstrategy or that motion? Have you, have you seen it effective? Be effective foranybody that you've worked with? Yeah, I mean that's, that's a brilliantstrategy and it's kind of similar to what I was saying before. Like we havea long cadence and often when people see, you know, the multiple touchpoints we have in cadence. So I always waited many touches and I say, well, no,not, we're not asking for a meeting on that first link in the email message,whatever it is we're saying, hey, here's a piece of content that we thinkcould be valuable for you. And in your case is one step further, you'reactually asking them to be on the podcast, making them feel important,giving them exposure to people as well, which is great. And that are the lastcompany I used to work for before I started growth Jeannie. We actually didthat, we were very outbound focus. So I'd say like 90% of our pipeline wascoming from out bounding like 10% inbound. But even though our podcast,not many people listen to it, we actually got quite a lot of customersout of it because we would invite people that fitted are ideal customerprofiles and then after having a conversation with them, you get to knowthem and they're like, hey actually we could use your services say 100% agreewith that strategy. Yeah, there's a lot of, I think you can, you can go down abad path with that. If you're clearly just using the podcast interview as aveiled discovery call, you have to go into it actually wanting to createreally great content and by featuring your ideal customer and asking themabout their expertise and how they've overcome challenges. It's naturallygoing to be good content for other...

...people that are in their shoes. So inour case by talking to be piece of marketing naturally, we're creatingreally great content for VPs of marketing because they're hearing fromtheir peers and we genuinely want to create great content with them. Thebyproduct is the relationship with them and we know that we end up doing a lotof business with our guests because we formed genuine relationships, but ifyou're going in, just trying to bamboozle them into a meeting, I mean,nobody, it's just not going to where people are going to see right throughit. So you've got to go into it with the right mindset, but it's good toknow that you've seen incredible results from that as well. We broughtup Justin jeffers Justin it looks like from your clubhouse profile that Thatyou're in animation and you do some stuff with three D. Which sounds superinteresting. But what is your question or comment? Hey, thanks for inviting meup on the stage. Yeah, I have a question. I'd like to turn in a littlebit because I'm actually trying to reach out to marketing marketers andmarketing firms because we partner with them to help them create more robustvideo animations, two D. And three D. And so what I want to ask is I'mreaching out by email via phone. The phone calls oftentimes No one in theoffice, so no one's answering or someone's there who's not a decisionmaker and they can't read, you know, whatever emails go unseen or trashedand I'm working on that. By the way. I see dale. The Prius here. Hi dale. Biginspiration man. Anyway, how can I unconventionally reach out to marketingteams and marketers? They're probably, you know, I don't know what's a game,what's something that I can do to really get their attention? So my firstthought Justin and mike I'm sure has some thoughts here too. But my firstthought is because what you're doing is just really freaking cool. You're doingthree D. Renderings of things. My question would be, could you, could yousomehow do some sort of three D. Render...

...that you could tweak to where it'saccustomed to the person that you're sending it to. You don't need to createa whole new thing for every person that you reach out to. But have you triedthat at all? I have inquired about that a little bit. The problem is that I'mnot really the animator, I'm just the connection point between someone andour studio. My role is account executive and I'm really doing a lot ofdifferent whatever sales roll, funk, whatever title you want to give me. Butthat's the difficult part. And I've gotten that feedback before a littlebit. Um, you know, create something and give it to them for free. Like ananimated logo would be one thing and I'm working on that with the studio totry to help them. We're working on some support, basically support media for meand and the rest of our sales team. Mikey. What are your thoughts? Yeah, Iactually agree with with you James because I, I imagine it takes quite alot of effort to make those little videos. Maybe it could even be like afive second video, 12th video wherever it is. So it's not a lot of work foryour animation team. And then another thing I would say as well as ratherthan giving it to them, this is something that we've kind of learnedover the past couple of years is when you're giving away a piece of content,actually don't send it to them straight away, like create curiosity about itand say we've got a piece of content. I thought it could be interesting becauseyou're a marketer and you're going to be facing X, Y and Z. Content creationchallenges for videos. I don't know your industries, you'll know yourcustomer pains a lot better than us. Would you be interested in us sending afive minute teaser video? Like what that would look like? And then thereason that works well is they have to reply to get it. So you're starting aconversation with them. It's rather just like giving them the content likecreate some kind of curiosity around that. Um and that's something that'sbeen working really well for us and our customers. Okay, great. Thank you somuch. Awesome. Justin do we have your...

...permission to share your voice on therecording of this for our podcast? Yes, awesome. Thank you. Mikey. Is thereanything else related to unconventional sales and marketing tactics that you'dlike to share before we shut this one down today? Yeah. Something I realizedI didn't talk about earlier in terms of mediums was SMS and WhatsApp. Imentioned it briefly, but it wasn't in my top three. I think I said video,audio notes And um direct man and e gifting. So to give you like a start, Ithink the average open rate for a cold email is 20 versus 19 for for an sms.And I think there's a lot of hang ups around SmS because people say it's verypersonal and you know, you shouldn't be using it for business means, but it'sthe same as anything else. If you're messaging is super relevant to theperson you're reaching out to, then why can't you use it? And if anything, it'sit's actually better that people aren't using it because you can break throughthe noise. People aren't receiving 100 business smS is a day. They arereceiving 100 business emails, so you don't write off SmS and what's that?Just again, like anything just create very targeted messaging. Yeah, I hadsomebody I actually had an SDR reach out to me, I guess it was a coupleweeks ago and it was it was such a personalized message. She even used mywife's name because I used my wife's name, and some of my some of my socialmedia profiles, and so she incorporated my faith and like a lot of differentthings into the text message and ended up making me want to reach out andtried to hire her On our test team. Uh, so I think that there's hugeopportunity there, but you cannot take a spamming approach to it if you'resending the same type of message via text that you're sending. Uh a lot ofthe messages that I'm sure you see to Mikey that I definitely see on linkedinthat just looked like it was sent to 10,000 people. You're going to piss offa lot of people real quick. So definitely don't do that and take mykeys advice of making sure that it's...

...accustomed to them. But I absolutelybelieve in s a message of channel Mikey. If there's anybody listening live thatwants to stay connected with you or or they're listening on the podcast and Iwant to stay connected with you, what's the best way for them to do that? Yeah,sure. So follow me on, on linkedin, if you just type in Michael Hanson growthJeannie there by profile should come up. Welcome to email me as well. It's MHanson at growth genie dot co, I couldn't get the dot com domain, soit's dot unfortunately. Yeah, those are probably the two best channels and I'malways happy to help anyone whether you're an SDR VPs, L was found orwhatever it is. I'm get out wonderful, awesome Mikey. Well, thank you so muchfor your time today, Justin, thanks for jumping up on stage and asking aquestion again, if you're listening to B B growth on, you know, some sort of apodcast platform and you're not already following dan or myself on clubhouse,do that at dan Chevez or at James. Carberry can also follow the B two BGrowth club on clubhouse. We're doing these monday to friday from 12 to 12,30 Eastern time and we're going to be probably continuing to do them throughapril. We were originally just testing it to see if we can make the marketingat noon room work through March, but it's going really well. We're having alot of fun with it and so we're going to continue doing it through april. Butthank you all so much for being here. Thank you. Might be, this has beenincredible. Also is your buyer at VtB marketer. If so,you should think about sponsoring this Podcast. BTB growth gets downloadedover one 130,000 times each month and our listeners are marketing decisionmakers. If it sounds interesting, send Logan and email Logan at sweet FishMedia dot com.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1602)