Tired of marketing advice that’s more theory than instruction? Learn strategies and tactics from experts who actually know what they're doing. The Marketing CTA podcast features guests who teach you to take action and get results.
—Brought to you by Jess Goss (https://www.linkedin.com/in/jess-goss/) and Ashley Guttuso (https://www.linkedin.com/in/ashleyguttuso/)
E03 - Making a Business Case for the Buyer Centric Revenue Model, Nelson Gilliat
Nelson Gilliat, author of The Death of the SDR: And the Birth of Buyer Centric Revenue (https://www.amazon.com/product-review... (https://www.amazon.com/product-reviews/B09GT562GL)) is over the Predictable Revenue Model and thinks your company should be, too.
In this episode, he explains the benefits he sees in transitioning to what he calls the Buyer Centric Revenue Model.
He offers a detailed 5-step plan (use this deck: https://drive.google.com/file/d/1EhkR... (https://drive.google.com/file/d/1EhkRV-M_PkPQiLvoExrRZnCHJIBRxjzw/view)) to make the business case for doing so.
Hint: it's not an overnight process, but a gradual phasing in of new tactics that support the modern buyer's preferences (and a phasing out of tactics that fill CRMs with uninterested leads).
Enjoy our new show? Subscribe to our YouTube channel and the companion newsletter (https://marketingcta.info/ (https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbmNuaUcwYnFZYXZJVUU1a0dBTXRpamd4UFFMQXxBQ3Jtc0trRTZ5LUhiU19VUWZVcVAzUDNLZzF2X0hkWXM2dmlxWFNPMW0weVNnR3Q5cEtUVFM2b0xVaDVhYkVkbFJvYjRpLVdRLVRpNmdBNWdLTkhfdWx4ZVd6c1R0dENUdTM3RldEelZQaUFxX21RLUluWmU3RQ&q=https%3A%2F%2Fmarketingcta.info%2F&v=a515_wa03bs)) to be notified when new episodes drop.
5 Dec 2021
E02 - How marketers should do customer interviews, Ryan Gibson
Ryan Gibson helps B2B marketing teams run customer research interviews that don't suck.
Because most of them do.
We don't know what to ask.
Why don't know why.
We're overly anxious about how to conduct really good interviews that actually help us make informed business decisions.
The list goes on.
But there's a way to overcome all those struggles: just get started (and use the insights Ryan has accrued over 1,500+ interviews).
He shared some really helpful advice on how to be more successful in the pursuit to use customer research to drive marketing decisions.
PLUS, he's shared a list of questions for us to use: https://www.contentlift.io/customer-interview-questions (https://www.contentlift.io/customer-interview-questions) (he promises he will not spam you after you provide your email address).
Thanks for all the inspiration, Ryan!
Enjoy our new show?
Subscribe to our YouTube channel (https://www.youtube.com/channel/UC9h21C6uW8ZbpaSX7vwk3pw) and the companion newsletter (https://marketingcta.info/ (https://marketingcta.info/)) to be notified when new episodes drop.
4 Aug 2021
E01 - How to set up your marketing goals starting from revenue and working backwards, Sam Kuehnle
Sam Kuehnle (https://www.linkedin.com/in/samkuehnle/), VP of Demand Generation at Refine Labs (https://refinelabs.com/) joined us to discuss how to establish a marketing budget based on your revenue goals.
We've all heard we need to reverse engineer our lead goals and build a budget based on funnel conversion rates and, ultimately, revenue goals. But that's oftentimes much easier said than done. And it's often based on leads that convert at .01%, not high-intent leads who are asking to speak to someone about buying your product.
Sam tackled this complicated issue on Marketing CTA by creating a spreadsheet to illustrate which levers marketers can pull, which metrics can be optimized, and how a realistic budget can be created based on revenue goals. He showed us how to plug in a company's metrics and tweak the example he provides to understand what you'll need to spend to hit your goals.
🎥 To see Sam teach us how to use the spreadsheet he created, check out the YouTube version (https://youtu.be/sL_i7MDD3p0) of this recording.
💻 To access the spreadsheet and use it yourself, click here (https://docs.google.com/spreadsheets/d/16CyFi0R-SzBfGOoLoeE5jPEg21BqU4PxDnBgQC0Rcdg/edit?usp=sharing), choose File, and then Make a Copy.
Key moments in the conversation:
0:00 How to mute Ashley
0:35 Intros: Sam, Ashley, Jess & the Topic
1:59 Why start from revenue in calculating your lead goal?
2:56 Empower yourself to understand how revenue goals are established
8:32 Reverse engineering lead count to hit revenue
14:16 What you might not be able to influence
27:04 Which funnel levers can you improve to hit revenue goals?
Enjoy our new show? Subscribe to our YouTube channel (https://www.youtube.com/channel/UC9h21C6uW8ZbpaSX7vwk3pw) and the companion newsletter (https://marketingcta.info/) to be notified when new episodes drop.
Thanks,
Ashley Guttuso (https://www.linkedin.com/in/ashleyguttuso/) & Jess Goss (https://www.linkedin.com/in/jess-goss/)
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