I’m Chris Mechanic, a growth marketer and co-founder at WebMechanix, one of the fastest-growing digital consultancies.
One day, I thought, we got to make a marketing podcast. But not any podcast. The podcast has to be short, value-packed, focused on acquisition, and have the best of the best minds.
So, if you’re in charge of performance marketing, you’ll love these crunchy bite-sized micro interviews. We bring on some of the best ideas from growth leaders from brands like Amazon, Poshmark, Motley Fool, ADA, and Gong.
Reframing sales and elevating others with Dennis Yu
Revamp your traditional sales strategies by evolving to the fast-paced digital world which runs on word of mouth.
Dennis Yu is a marketing thought leader, CEO and Co-Founder of BlitzMetrics, and co-author of The Definitive Guide to TikTok Advertising with Perry Marshall. Dennis shares what sales teams need to do to become more effective in today’s market, how to handle inbound and referral leads differently, and what marketing needs to amplify the company online.
* The best way to drive conversions is to never talk about yourself, instead, you should only have your clients and friends talk about you. This is how you build credit and establish authority through a 3rd party.* Your salespeople should not have “Sales” in their title. This will immediately make prospects shut down anything from that person because they don’t want to be sold to.* When inbound leads and referrals come in, they need your expert help diagnosing and fixing their problems. They don’t need to be told how great you are! You don’t need to push the solution on them because it’s something they already want.* Don’t talk about yourself, instead, elevate others! When you speak well of another person, they will want to reciprocate and speak well of you.* If you want to sell to a certain customer base, look at who they respect and then interview those people. When the target group sees you and the person they respect together, they will come to respect and follow you as well.* To start incepting, you need to shift the mindset of your salespeople so they are perceived as experts who have interesting things to say and a personal brand. You also need marketing to drive inbound leads by putting out thought leadership pieces.* Whenever your company has a good media mention, podcast interview, blog post, or LinkedIn post, the marketing team needs to repurpose it, cross-post it, and boost it. A great way to amplify your reach with these pieces is with a dollar-a-day strategy.
Quote of the Show:
* “Digital marketing is nothing more than an amplifier of what people are already saying about you” – Dennis Yu
* LinkedIn: https://www.linkedin.com/in/dennisyu/* Twitter: https://twitter.com/dennisyu* Facebook: https://www.facebook.com/dennisyu* BlitzMetrics website: https://blitzmetrics.com/* Dennis Yu’s website: https://dennis-yu.com/* The Definitive Guide to TikTok Advertising: How to Access 1 Billion People in 10 Minutes!: https://www.amazon.com/Definitive-Guide-TikTok-Advertising-Billion-ebook/dp/B09XM4LB97* Facebook Nation: https://www.amazon.com/Facebook-Nation-Total-Information-Awareness/dp/1493917390
* Perry Marshall – Author, Thought leader, and Business Consultant* The AND Assetby Caleb Guilliams* John Jonas – Creator of OnlineJobs.ph
How successful marketing leaders hire and retain A+ talent with Christian Campagnuolo
Today on 3-Minute Marketing, I’ve got badass CMO Christian Campagnuolo (CMO at Revature) back for round 2! You can check out my first episode with Christian here.
This time, Christian shared his thoughts on a big topic for marketing leaders right now: staffing and retention. Specifically, “How do you find and keep great marketers, especially with all that’s changed in the last couple of years?”
* Competitive salary and benefits is still #1. But it works best when there’s a plan and strategy you can justify it against. This gives employees a clear path to progress on in your company.* #2 is flexible work location. Post-COVID, talent is not restricted geographically anymore.* Hire one or two people that are really good, then hire an agency to support them and turn them into badasses.* #3 is stability. Potential hires want to know that the company will be around for a long time. While a “startup environment” seems fun, it’s also risky.* To mitigate that risk, let your potential hires peek under the curtain at how your company is actually going to hit its goals. Also let them interview your long-time employees to understand why they’ve stayed with the company and sell the long-term vision.* #4 is growth. Help your hires understand both how they will grow in their role and how their department will grow around them.* According to a 2019 LinkedIn survey, 94% of respondents said they would stay at a company if it helped them learn and grow.* Set aside a professional development budget for each employee to give them the opportunity to invest in their own growth at YOUR company… instead of somewhere else.
How to use technographics to build your dream customer list
Today on 3-Minute Marketing, we’re trying something a little bit different.
In this solo episode, Chris is going to talk you through a 3-Minute Marketing “growth hack” that you can take and apply in your marketing straight away.
The hack for this episode is all about how you can build the perfect list of prospects or accounts using technographics. Chris is going to show you a Chrome extension you can use to find out what technologies your best potential customers are using and what they have in common so that you can build perfect list of dream customers to go after.
If you’re a marketer at a business that wants to grow faster, you’re going to love this episode… especially if you’re a B2B company.
* Best practice: whenever you’re building a list that’s based on technographics, you can’t just rely on data sources like ZoomInfo. Always check the websites to confirm they’re running the technology you’re targeting.* There’s a really cool ad blocker Chrome extension called Ghostery that allows you to do this.* Once you install it, disable the ad blocking feature. Then click on the Ghostery icon on your extensions list to see all the technologies any website or webpage you visit is using.* You can use this to build a list of companies you want to target by reverse engineering your dream customers from the technologies they (and only they) use on their website.* Visit the website of one of your best customers (e.g. home services) and use Ghostery to see what tools they’re using. Then search for these tools in your data provider (like ZoomInfo or BuiltWith).* WebMechanix identified a technology a client was using called “TVSquared“. We then built a list of companies that used this tool and reached out via email. We’ve landed several dream clients thanks to this tactic alone.
The blank page: How to achieve more by telling a bigger story with Anna Griffin
Anna Griffin (CMO of Intercom) is back for a second round of 3-Minute Marketing!
We’re talking about a topic that’s very near and dear to my heart, based on Anna’s TEDx talk called “The Blank Page.” It’s all about how changing the stories we tell can make a dramatic impact on the trajectory of our lives, careers and the companies we grow.
I was excited to dig in and understand how it could benefit marketers in particular. So I asked her, “Can you summarize your TED Talk for me and explain how can it impact brands and marketers?”
* For one instant in your life, we’re all created 1,000% equal.* As time goes on, you become the product of the stories you’re told — by your parents, community, leaders, etc. This shapes your belief system.* The reason some people achieve more greatness and success in life comes down to the stories shaping their beliefs.* If you don’t like the trajectory you’re on, the answer is to change your story to a bigger and better one that serves you. This will change your belief system, which will change your actions.* This also applies to brands. Companies that tell a bigger story can achieve greater outcomes.* Marketers have the power to change the story of their company. In doing so, they can transform the trajectory of the businesses they serve forever.
The counterintuitive secrets to effective market research with Leigh Caldwell
Today on 3-Minute Marketing, I have the pleasure of sitting down with Leigh Caldwell, a cognitive and behavioral scientist turned marketer. He’s the Founder of Irrational Agency, an award-winning author of “The Psychology of Price” and an avid blogger at his site, knowingandmaking.com. He’s also a successful entrepreneur, having built and successfully exited 3 firms in the tech and economics consulting space.
Leigh’s behavioral economics background has helped him yield some surprising insights on what does and doesn’t work when it comes to understanding your market. My question for Leigh is: “What are the counterintuitive secrets to performing GOOD market research?”
* Secret #1: People don’t tell you the truth.* Your customers want to tell you all the great things about your product. But you want them to tell you the truth. So you need to ethically “trick” them into being honest with you.* Leigh built a simulated web store for his CPG client. While 60% of their panelists said they would buy their product, only 15% of users actually bought on the website.* They they then tested variables like packaging, pricing, etc. to drive the purchase rate up.* Secret #2: Behind everything people do, there is a hidden story.* Learn why and hear the rest of Leigh’s secrets in the bonus footage.
How ungating your content can drive more leads with Angela Earl
Today on 3-Minute Marketing, I’m speaking with Angela Earl. She’s an accomplished marketing executive, currently CMO at RFPIO — the industry leading software for response management. Before joining RFPIO, Angela was the owner of a B2B marketing agency which she successfully exited in 2019.
Angela shared an impressive (and maybe controversial) content marketing case study on LinkedIn recently that I’ve been dying to ask her about. My question for Angela was: “How can ungating your content actually drive MORE leads?”
* Content is made to be engaged with, but marketers somehow lost sight of this as we went down the “MQL rabbit hole”.* We became more revenue-focused, but forgot we’re creating content so people can read and watch what we’re making.* Instead, we’re adding friction to the experience by asking personal questions. But really, our audience just wants to read what we wrote, engage and respond.* When you start surrounding your content with “wrappers” like forms, chatbots and popups, you make it more difficult for your content to get digested and shared.* Content marketers got on this hamster wheel of “more content” at the expense of “quality content.” Ungated content that generates leads requires investment: research, running surveys, and gathering tangible learnings your audience will want to consume.* At the end of the day, it’s about building trust. If you add genuine value to your audience, they’ll come back to you to learn more.
Super informative. They cover it all!
This podcast is awesome! Not only do the cover really technical marketing stuff but security and even account management. Great job! Keep it up.
Knowledgeable and Actionable
WebMechanix is at the top of their game as it pertains to digital marketing. These chats provide actionable insights into the bleeding edge of the industry. Easy to understand and access for the beginner practitioner up the the C-Suite executive.