Centricity

Sean Doyle

0,0 (0)
MARKETING

A podcast for executives of emerging middle-market companies seeking to improve sales and marketing ROI; A podcast about marketing, sales, and that often misunderstood area where the two intersect, for people who are looking to find levers that will drive that growth and generate more money.

21/11/2023

Eddie Yoon | Unlocking Greater Market Share through Category Design

In this episode of the Centricity podcast, our host, Will Riley, meets with Eddie Yoon, one of the authors of The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different. They talk about the ultimate business strategy - category design - which uses a passion for change and the need to upend the status quo to drive innovation and growth. Category Design - The Ultimate Strategy Instead of competing against other businesses or trying to come out at the top of your field, category design is about competing against the status quo. Companies that subscribe to a “Be Different” mentality grow quickly, but many are too risk-averse to go in this direction. Leaders in these businesses care deeply about their products and believe in what the company produces - they’re frustrated by current societal standards and want to create change. Types of Category Designers Accidental designers are those who create something great that explodes but don’t know why and can’t replicate their success. Serial designers are innovators who consistently create successful products that they support and care about. Resources Reach out to Eddie via email at eddie@eddiewouldgrow.com Follow Eddie on Twitter @eddiewouldgrow The 22 Laws of Category Design by Category Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, Nicolas Cole - pick it up on Amazon

32 min
24/10/2023

Jeremy Miner | How to Create Urgency in Your Prospects

In this episode of the Centricity podcast, our host Will Riley meets with Jeremy Miner, author of The New Model of Selling: Selling to an Unsellable Generation. They discuss meeting new challenges as a seller It’s Time For Sellers to Adapt More than ever before, consumers have access to plenty of information about all of the products people are trying to sell to them. They no longer need a salesperson to be their consultant. It’s good to learn about foundational elements of sales from older books, but they focus on “transactional selling,” which is less and less relevant. Prospects are used to being sold to. When they hear “salesy” talk, they shut down - sellers need to build actual trust with prospects through tonality and asking the right questions. Moving Beyond Logic When a seller seems aggressive or desperate, prospects shut down. Using different tones and facial expressions, you can open them up. Prospects are predisposed to say “no” when you start selling to them. Ask them questions like, “Are you opposed to discussing this further?” Make the ‘no’ work for you! Stay away from surface-level questions if you are interested in deeper answers. Resources SalesRevolution.pro To dig deeper into these topics and many more, pick up a copy of The New Model of Selling: Selling to an Unsellable Generation by Jeremy Miner and Jerry Acuff on BarnesandNoble.com.

41 min
10/10/2023

Connor Jeffers | How to Build Digital Systems That Work for You

In this episode of the Centricity podcast, our host Will Riley meets with Connor Jeffers, the founder and CEO of Aptitude 8 and hapily. They dig deep into digital systems and get specific about finding a tech stack that finds a balance between sophistication and efficiency. Choosing a Solution Consultative sellers have to understand the pain and needs of the companies they’re working with, because buyers may not exactly know the terminology for what they actually want. A8 helps customers create what they want to build, and then they build it. On the other hand, hapily offers standard functionality and if you have needs beyond that, you will need to seek them elsewhere. Independent Software Vendor vs Systems Integrator Aptitude 8, for all intents and purposes, an integrator. While they can create a setup entirely through HubSpot, but they do end up integrating, especially for larger companies. Security-wise, they have access to a lot of data. They have systems in place to ensure that data is safe. When working with big organizations, there is a responsibility to ensure that the new systems work better than the original. There is a lot of risk involved for the organization. Takeaways About Sales/Marketing Learn about relational databases, software models, etc. to ramp up your understanding of what you’re selling in general. Get educated on APIs. You don’t necessarily need to be a coder to have a basic grasp on what an API is! Resources Connect with Connor Jeffers on LinkedIn Aptitude8.com

37 min
26/09/2023

Cecilia Lang Ree | Behavior Science: Your Sales and Marketing Superpower

In this episode of the Centricity podcast, our host Sean Doyle meets with Cecilia Lang Ree, the Senior Product Manager at Biolinq. They discuss applying behavior science to create more effective, successful marketing strategies. Why Apply Behavior Science to Marketing? This gives marketing professionals a science-based framework to start from when creating profiles of their prospects rather than relying on trial and error. People are often motivated by unconscious factors – even if you’re surveying them and getting responses, they may not be able to tell you a complete picture of what they’re experiencing and why. The transtheoretical model maps out how people experience changes in behavior. Marketers need to be familiar with the stages of behavior change in order to have targeted techniques throughout the buyer journey. The Bridge Between Awareness and Action Awareness is not enough to change people’s behavior. Understanding intrinsic motivation can help us develop a step-by-step process that can take someone from knowing about your product to choosing to purchase. Getting Started Get excited about the science. Learn it and teach it to anyone who is interested. Cecilia lists some of her favorite resources - see below! Resources Connect with Cecilia Lang-Ree on LinkedIn! What Your Customer Wants and Can’t Tell You by Melina Palmer Using Behavioral Science in Marketing by Nancy Harhut Start at the End by Matt Wallaert Changing for Good by James O. Prochaska BehavioralScientists.org Irrational Labs

38 min
12/09/2023

Ian Altman | The Three Most Damaging Sales Tactics

In this episode of the Centricity podcast, our host Sean Doyle sits down with Ian Altman, author of Same Side Selling, to talk through the three most damaging sales tactics. Tune in to hear the importance of understanding and solving the buyer’s problems, focusing on results, and building buyer trust through tactful language. Focusing on Features and Benefits Lead with exploring the “symptoms” the buyer may be dealing with rather than trying to solve a problem they don’t know they have. Focus on meeting your client’s goals and how your product will deliver those results. BANT (Budget, Authority, Need, Time Sensitivity) Focusing on these types of questions creates a “salesy” atmosphere and puts the client in an adversarial position, which causes sellers to lose buyer trust. It’s okay to discuss needs and time sensitivity, but if you start with budget and authority, you’ve already put your buyer on the defensive. If you want to talk about budget, instead, try bringing up the costs of NOT addressing the issues your product will solve. Forgetting the Buyer Know what problem you solve and present that to your contact at whatever level they’re at in the industry. Align with marketing to understand your buyer and their needs better. If marketing tools aren’t useful, let the marketing team know so they can help you! Resources: http://ianaltman.com http://samesideselling.com Pick up Ian’s book, Same Side Selling: A Radical Approach to Break Through Sales Barriers, on Amazon!

32 min
22/08/2023

Joseph Seo | Top 5 AI Technologies for B2B - 068

In this episode of The Centricity Podcast, our host Will Riley has Joseph Seo back on the podcast to discuss 5 AI you don’t know about (yet). Seo is the Principal Co-founder at Visual Lime Creative and Revenue Operations Specialist at Fitzmartin. Listen to their episode, “ChatGPT for B2B”, if you’d like to hear more from Will and Joseph! Chatbots ChatBots are becoming more intuitive. While they can’t replace support teams, they are great for triaging support needs. Fitzmartin uses Chatspot.ai by Hubspot. Copywriting Support Seo recommends trying ChatGPT-4, Writer, and Jasper. The differences are mostly about UI, so it’s worth testing them to see what works for you. Even though these writing tools can’t hold a candle to human creativity and writing quality, they are great for getting your process started. Audio/Video Midjourney has plenty of casual applications, but Seo doesn’t use it for business. AdCreative.ai is more business-relevant. Use this for high-quality ads. Resources Follow Fitzmartin on LinkedIn so you never miss an episode with Joe! For more on AI, listen to Joe and Will’s episode “ChatGPT for B2B”

21 min
08/08/2023

Timothy Hughes | How Sales and Marketing Can Regain Buyer Trust

In this episode of The Centricity Podcast, our host Sean Doyle meets with Timothy Hughes to discuss the power of social selling. Hughes is the author of Social Selling: Techniques to Influence Buyers and Changemakers, and he creates regular content for his 32,000 LinkedIn followers. Listen in to hear how social selling can impact your organization and your sales team. Social Selling Use your presence on social media to build relationships, start conversations, and create commercial interactions. Social selling is NOT predictable pitching! Many buyers are immune to pitching – to them, it’s all spam. They are more likely to be interested in connecting and working with the right people. Tim’s social selling methods are seeing a 9% response rate from prospects and a 33.6% rate of prospects moving on to the next steps. Human Content Rather than just using social media to talk about how great your product is, connect with people by creating content that isn’t “salesy”. This type of posting will start conversations and make you memorable. It’s not about gaming the algorithm of the platform of your choice, it’s about learning to be social on whatever platform your prospect uses. How to Get Started Create a buyer-centric profile. It’s not about you, it’s about your customer. Cultivate a wide and varied network. Provide insightful content your client can’t find anywhere else. Resources Connect with Tim on LinkedIn Get your copy of Tim Hughes’ book “Social Selling” on Amazon!

34 min
25/07/2023

Joseph Seo | Is this the End of Cookies?

In this episode of The Centricity Podcast, our host Will Riley meets with Joseph Seo for Part 3 of our series on cookies (if you haven’t yet, check out Part 1 and Part 2). Seo is a seasoned marketer who brings his expertise and research-driven approach to marketing strategy to this conversation about the end of third-party tracking and the way companies and agencies alike will have to evolve. Adjusting to a “Cookieless” Future The marketing industry won’t collapse, but it will be impacted. One of those impacts has been a boom in programmatic advertising. Contextual advertising, or advertising on pages relevant to your product, is an effective way to market your product that doesn’t rely on cookies. Capture more first-party data from your website, marketing team, and customer service team. Reps will need to gather the data rather than rely on it. Know what kind of data your company uses. If you’re relying on Facebook and Google for your advertising, you may face less extreme changes to your strategy than companies that rely primarily on third-party data. Effective Marketing Without Cookies First-party data will produce better results than third-party because consumers who volunteer to participate show a higher level of interest and commitment to your product. Programmatic advertising works well for mobile advertising. As people increasingly use their phones to explore web content, D2C marketing can be effective. Current and Forthcoming Impacts Lower-funnel or late-stage tactics will be impacted first. Industries will now be forced to invest in gathering first-party data. Combining ad testing and brand lift studies will give companies more useful data than cookies, so we will likely see the development of more sophisticated campaigns. If your company is fairly established, consider implementing a data solution like Segment to centralize your data and simplify decision-making. Resources Don’t forget to check out Parts 1 and 2 of our series on cookies! Episode 33 The Death of the Cookie: Understanding Internet Privacy PART 1 Episode 34 The Death of the Cookie: Understanding Internet Privacy PART 2

35 min

A podcast for executives of emerging middle-market companies seeking to improve sales and marketing ROI; A podcast about marketing, sales, and that often misunderstood area where the two intersect, for people who are looking to find levers that will drive that growth and generate more money.

Creado por

Sean Doyle
Años en activo

2 mil
Episodios

73
Clasificación

Apto
Derechos de autor

© 2021 FITZMARTIN. ALL RIGHTS RESERVED.
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Centricity
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