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May 2019

4 Minutes from Laurie Beasley: Stop Treating Email Recipients like Morons

This is a 4+ minute passage from Laurie Beasley’s longer program when she hosted a program on SLMA Radio.  To listen to the whole program, click here:

Incorporating the Six Universal Buying Motives to Improve Email Copy and Response Rates

In this podcast Laurie reminds us of the Six Universal Buying Motives which, when used religiously will lead to higher opening rates and more qualified prospects.Most email programs are failing, dismal, weak and ineffective says Laurie Beasley.  Failure is usually the result of poor copy writing (subject line and body) that leads to low opening rates and truncated sales. 

Managing email marketing technology has its daily challenges she believes, which take up a lot of the creative effort for email programs. 

We must return, she says to the benefits of product features and the reasons why people buy.  She implores copywriters to think about what the prospect’s perspective is and not what the product managers and engineers have surmised.

These six universal buying motives are also covered in her blog: Improving Email Copy and Response Rates by Incorporating the Six Universal Buying Motives.

LAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc. which provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.  

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SLMA Radio is a weekly live program on the Funnel Radio Channel at 10:30 am PST each Thursday. 


Funnel Radio Line-up May 30

Tweet-todays-funnelradio-lineup-20190530

9 am INSIDE Inside Sales by VanillaSoft with host, Darryl Praill

Guest: Benjamin Dennehy
The UK's Most Hated Sales Trainer Says It's Your Parent's Fault


9:30 am Revenue Optimization Radio by Altify with host, Patrick Morrissey

Guest: Nipul Chokshi, Lattice Engines
AI & The Rise of the Account Based Approach to Everything


10 am WVU Marketing Communications Today by West Virginia University with host, Matthew Cummings

Guest: Frank Marra
Public relations, with journalists, supports the First Amendment


10:30 am SLMA Radio by Funnel Media Group with host, James Obermayer

Guest: AJ Wilcox
How LinkedIn is the Best Place for B2B Ad Dollars


11 am CRM Radio by GoldMine with host Paul Petersen

Guest: Stacy Gentile
Tips and Pitfalls of CRM Use and Implementation


11:30 am Sales Pipeline Radio by Heinz Marketing with host, Matt Heinz

Guest: Phil Harrell
New Research/Insights from SiriusDecisions Summit 2019


12 pm Asher Sales Sense by Asher Strategies with host, Kyla O'Connell

Guest: Kim Bialozynski
This Stuff Really Works: We Practice What We Teach.


12:30 pm LeadGenius Radio by LeadGenius with host, Mark Godley

Guest: Brett Hurt, CEO data.world
Data for Everyone, Not Just the Quants


1 pm Road Warrior Radio by Lola.com with host, Ryan Ball

Guest: Column Lundt
Meritocracy in Sales


Do your Salespeople Waste Time Generating their own Sales Leads?

060211-elevatorpitch 

No one waits around the elevator to get leads, at least we hope they don’t, but how many other actions do your salespeople take to get their own leads which are unproductive?  I know salespeople aren’t literally waiting at the elevator to get leads and yet some people say cold calling by knocking on doors is dead.   However, I know medical device salespeople who are successful at it and are not ready to give it up.  Some say cold calling on the phone is dead and yet I know many salespeople making hundreds of thousands of dollars selling on the phone.  

Because I have a marketing background, as well as sales management, I think that the most productive effort salespeople can make is following up on qualified, sales ready leads.  If you can supply your sales reps with 15-25 qualified leads a month, none of them will be caught near the elevator cold-calling.   Of course a marketing automation system to qualify and create the leads and a CRM system for tracking (and qualifying) helps tremendously. 

 The sponsors for this cartoon are Sales Leakage Consulting and The Velos Group.

You can copy this cartoon, leaving in the sponsorship names and use it for your own purposes. 


Marketing Gains Power in the C-Suite

Why Marketing is in the Most Powerful Position in 100 Years

This program addresses the question of who owns the pipeline, sales or marketing and in doing so it becomes apparent that marketing not only owns it but is in the most powerful position in their company in nearly a century.

The sales pipeline, aka the sales funnel, is the long-standing measurement of the past, present, and future for a company. In the not too distant past marketing dumped demand into the beginning (top) of the pipeline and sales took responsibility for the rest of the process.

For years marketing has chipped away, usually unintentionally, at various steps of the sales pipeline to aid the salespeople. Most of this is made possible by marketing automation and telemarketing being managed by marketing. After reading some of the more recent research from Velocify of late and comments by people I respect, I think that the sales pipeline ownership has finally shifted from sales to marketing. Marketing in more sophisticated companies probably manages more than 50% of the pipeline steps now and to me, that means ownership has shifted.

Jim Obermayer is the host with the commentary this week.

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SLMA Radio is the longest running weekly Radio/Podcast program with 502 episodes and 108,000 listeners on the Funnel Radio Channel. 

 

You Can’t Sprinkle Sugar on Bull S--- and Call it Candy!

Sometimes it doesn’t make any difference how much sugar you add to something it won’t change the outcome.   Sprinkle a little or a lot of sugar on bull S--- and it won’t change the taste; you can’t make it into candy.   You have to start with meaningful ingredients. 

Let’s take sales lead management (yeah, I know it’s a stretch, but read a bit more). DSCN0401

 C-level managers want to spend only enough on marketing to make forecast.  That’s it.  Anything more from their perspective and the money is wasted.   CFOs and CEOs only have a hint of an idea on branding.  To them branding is just another way for marketing to spend money without being held accountable.

Continue reading "You Can’t Sprinkle Sugar on Bull S--- and Call it Candy!" »


Marketers are the Real Creators of Wealth in B2B Companies

Without the Marketer, Most B2B Companies Would be Regional Door Knockers

"Nothing happens until the sale is made," is most often quoted as a lead-in to praising salespeople. And the speaker is almost right, but we know that deep in our B2B marketing hearts, it all starts sooner than that.

Stu-tell-young-peopleWhy it's Important

"In B2B, nothing happens until the marketer creates demand. Without the marketer most B2B companies would be regional door knockers; they would not be able to go beyond the reach of their salespeople. Marketing in B2B companies creates Wealth. Real wealth. Hardcore, measurable, bottom line profitable dollars that drives the growth of our 11,000,000 plus businesses in the US."

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Continue reading "Marketers are the Real Creators of Wealth in B2B Companies" »


Funnel Radio Line-up May 23

Tweet-todays-funnelradio-lineup-20190523

 

9 am INSIDE Inside Sales by VanellaSoft with host, Darryl Praill
Guest: Matt Hayman
The Sales Rep's Secret Weapon is... Marketing - Part 2


9:30 am Revenue Optimization Radio by Altify with host Patrick Morrissey
Guest: Jane Freeman, VP of Sales Excellence, SDL.
Unleashing the entire revenue team to solve customer problems


10 am WVU MCToday by West Virginia University with host Matthew Cummings
Guest: Chazz Clevinger
Marketing & Issue Advocacy: Leveraging Your Stakeholders on Policy Issues


10:30 am Outstanding Outbound by The Vanella Group with host, Mari Anne Vanella
Guest: Michael Fox, Senior District Sales Manager, NICE inContact
How Customer Experience Starts With Sales


11 am CRM Radio by GoldMine CRM with host Paul Petersen
Guest: Colleen Stanley


11:30 am Sales Pipeline Radio by Heinz Marketing with host, Matt Heinz
Guest: Phil Harrell
New Research/Insights from SiriusDecisions Summit 2019


12 pm LeadGenius Radio by LeadGenius with host, Mark Godley
Guest: Theresa Kushner
What is the B-2-Me Revolutionary Concept?


12:30 pm Table Fries by Lola.com with host, Jeanne Hopkins
Guest: Rachel Neasham
Do more push-ups!


1 pm Agile Operations Podcast by Lola.com with host, Mike Volpe
Guest: Hiten Shah
S1E4: Achieving Organizational Self-Awareness


Email Programs are Failing, Dismal, Weak and Ineffective says Laurie Beasley

How to Improve email copy and Response Rates

Most email programs are failing, dismal, weak and ineffective says Laurie Beasley.   OK, that's what we took away from listening to this program, but Laurie doesn't just tell us what's wrong, she tells us what to do about it.  

Failure is usually the result of poor copy writing (subject line and body) that leads to low opening rates and truncated sales. 

The B2B buyer and consumer are not stupid, she says (quoting David Ogilvy). 

In this podcast Laurie reminds us of the Six Universal Buying Motives which, when used religiously will lead to higher opening rates and more qualified prospects.

Managing email marketing technology has its daily challenges she believes, which take up a lot of the creative effort for email programs.  We must return, she says to the benefits of product features and the reasons why people buy.  She implores copywriters to think about what the prospect’s perspective is and not what the product managers and engineers have surmised.

These six universal buying motives are also covered in her blog: Improving Email Copy and Response Rates by Incorporating the Six Universal Buying Motives.

About our guest host:

20190509-slma-tweet-beasleyLAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc. which provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.

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SLMA Radio is published by the Sales Lead Management Association each week since July, 2010.  Its hosts have interviewed over 650 executives on 502 programs with 108,000 listeners.  It is the longest running program on the Funnel Radio Channel


Funnel Radio Line-up May 16

Tweet-todays-funnelradio-lineup-20190516

9 am INSIDE Inside Sales with host Darryl Praill
Guest: Matt Hayman
The Sales Rep's Secret Weapon is... Marketing?


9:30 am Revenue Optimization Radio by Altify with host Patrick Morrissey
Guest: Helen Harwood
Revenue Optimization – Getting started with Account Planning


10 am WVU Marketing Communications Today by West Virginia University with host, Gina Martino-Dahlia
Guest: Joe LaMuraglia
PR and Data: How to Use Data to Define and Refine Your Strategy


10:30 am SLMA Radio by Funnel Media Group with host Obermayer
Commentary with Paul Roberts
Why Marketing is in the Most Powerful Position in 100 Years


11 am CRM Radio by GoldMine CRM with host, Stacy Gentile
Guest: Dora Lutz, GivingSpring
The Aspirational Business Model/ Social Innovation


11:30 am Sales Pipeline Radio by Heinz Marketing with host, Matt Heinz
Guest: Manny Medina
Sales Pipeline Mistakes


12 pm Asher Sales Sense by ASHER STRATEGIES with host, Kyla O'Connell
Guest: Steve Brazell
Brand Big: The Laws Leaders Use to Win


12:30 pm Growthbound B2B by DiscoverOrg with guest host: Steve Bryerton, DiscoverOrg
Natalie Nathanson, Magnetude Consulting
The Growth Perspective: Marketing vs. Sales


1 pm Road Warrior Radio by Lola.com with host, Ryan Ball
Guest: Steve McKenzie
Teach, Tailor and Take Control


If you are grouchy or mean, there will be a $25 charge for putting up with you.

It sounds funny, but there is, or should be, a price to pay when we are less than pleasant, respectful, kind toward those we have hired to do a job. Just because we pay people doesn't give us the right to be rude, irritable, condescending or mean.

I am reminded of this by my children when the seventh junk call of the day comes thr Bad Clientough and interrupts my day because it has a spoofed area code that "may be someone I want to talk to."

They remind me that people don't typically set out to take terrible jobs because they get joy from it. They do it to put food on the table. Take that up to professionals we hire for accounting, our legal needs, sales training. They welcome you into their office in hopes that they can help you solve a problem, help make you more money and lessen your burdens. This is difficult when you arrive in attack mode carrying the weight of your day or week, misunderstandings, or even fear. Stop. Breathe. 

Check their motives and be reminded they want to help. When they succeed for you, you'll tell others - hopefully - and they will get new clients. They are motivated to help you succeed.

Check your own space. Before a meeting, make sure you aren't hangry, tired or worked up due to low blood sugar, new meds or your previous meeting, phone call, text or email. 

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A client of mine has this sign on her desk. She says that in five years she's only had to invoke it once on a client's invoice. It immediately disarms those sitting with her in her office and usually makes them smile, take a deep breath and usually a photo of the sign.

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I think the fee is low, but it would cover a decent lunch to recover from being berated, attacked or disrespected. 

Pulling my own covers, recently a solicitor came to the door. We have a "No soliciting" sign on our gate. It was a rough afternoon, and I was less than kind as the dog was barking, phone was ringing and I was already on a call. I was very rude, all but slammed the door and told him to read the sign. I saw my children's faces - as they were in my home office during summer - and I knew I was not a great model of ideal behavior. I walked out the door, found the man and apologized. No, I didn't listen to his pitch, but I wished him well. He was stunned and truly appreciated it. He had had a rough day too of trying to remain friendly as he did his job.

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