“FIGURING OUT SALES AND MARKETING IS LIKE FIGURING OUT THE MEANING OF LIFE” ~ YOU
WE’VE LED MARKETING FOR SUCCESSFUL HIGH-GROWTH B2B COMPANIES, GENERATED HUNDREDS OF MILLIONS OF DOLLARS AND CONSULTED FOR MANY OTHERS, AND TOGETHER AS A COMPANY, WE ALL CAME TO THE SAME CONCLUSION.
THIS SHIT IS HARD. WTF MAN.
JUST BECAUSE IT WORKED FOR YOU, DOESN’T MEAN IT WILL WORK FOR ME
We were feeling adventurous one day. We had two clients with similar technology services.
So, we ran the same exact email outreach campaign for both clients, at the same time. The same target audience. The same messaging. Same geography. Same everything.
Client #1 -- 26 responses out of 150 emails! That’s incredible. That one email campaign generated 10 in-person meetings. The client was ecstatic.
Client #2 -- Crickets. The only responses were to tell them to stop emailing them. Zero conversations initiated. The client stopped sending emails and said they’ll never do anything with email again.
WTF!$#%??
We realized one thing: We can’t control how people respond to messages. There are too many factors.
What are those factors you say? It depends on:
Who is sending the email
Who is receiving the email
When you’re sending the email
The subject line of the email
The topic of the webinar
The title of the webinar
What time of day it is
What time of year it is
The economy
The clients you’ve worked with
How busy they are
How differentiated your service offerings are
How many times they’ve heard of you before
If you’re sending the email to the right person
The quality of the blog post
The quality of the tweets
The size of the company
The location of the company
Who their boss wants them to hire
You look expensive
You look too cheap
You’re not an approved vendor
How come on LinkedIn it shows that you have negative growth of people?
The number of projects that you can show publicly on your website without your clients yelling at you because you’re violating an NDA.
How many women you have on your leadership page
How many Fortune 500 logos you have on your homepage.
How many totally not pay for play “magic quadrants” you’re on. It’s so magical, you have to pay to see your name on it.
Want me to list more? I just got warmed up.
And oh by the way, all of this depends on this one little thing: Are you actually good at what you say you’re good at? If so, why do you even need to do this?
There are too many dependencies and unknowns to take a single framework and make it repeatable for every other company. Everyone is their own special snowflake, just the way your mother raised you.
We have a special announcement for you.
SAY NO TO LEAD GENERATION.
Before we jump into our sales pitch, we come to you with a single message. If you want leads for your business in the next 30 days. Please leave. 60 days? Nope. 90 days? Not a chance. If you need that, go to your LinkedIn inbox and you’ll see plenty of people with those guarantees.
We’re not that smart of people, but we know snake oil when we see it.
Selling B2B services is hard. This isn’t like selling t-shirts where you can put up an ad, and be selling in one day. I mean, you can put up ads, but do you really want to pay $10 a click just to compete with billion dollar companies who are bidding on the same keywords?
There has to be a better way.
WE HAVE SOMETHING TO SELL YOU, BUT FIRST WE NEED TO CONFESS SOMETHING
Why else would we build a website? Just so you can finally relate to someone? I would love to put a little payment button right to get us going because that’s what everyone would tell us to do.
But, we know it won’t work. This is a consultative sell. We’ve got to get you excited. We got to tease you a little bit. Give you a little FOMO. 67 people just bought this, and we only have 1 left before our servers crash, so get it while it lasts! 3 easy payments.
But no.
Remember. This shit is hard.
So, we’re going to have to educate you on a term that has actually been around for a long time, but we want you to believe that we just invented it. It’s called compound marketing. Please don’t tell anyone that we never created it first.
It’s based around the concept that no single tactic is going to work in B2B marketing. In reality, it’s a combination of many over a certain period of time. Each tactic builds on top of each other. And when you start compounding tactics, consistently, something magical starts happening.
People start replying back to your emails. Your deal sizes get bigger. People start reaching out to you randomly, asking to do business. Shit starts working.
We don’t call those leads. We call that hard work. And speaking of hard work....
YOUR MARKETING AND SALES TEAM *PROBABLY* DON’T SUCK
They don’t suck. They’re just a little... lost. They’re so close to winning, but everytime they can smell victory, they get distracted. And honestly, you’re the one probably distracting them. “I saw this company do a webinar. Why don’t we do webinars? Look at this blog post our competitor just posted. Why don’t we write about that?”
What they need is a good chance of success. As any struggling actor in LA would say to an executive producer they meet at a cocktail party, “Just give me a chance”.
That’s all they want. A higher chance to succeed. A plan. A framework. Something they can refer to see how they’re doing and what they should be doing.
Compound marketing works, but as we eloquently said many times, this shit is hard. So, we have one more question for you. Want to learn more about compound marketing and how it works?
Fill out this form here with your email address, and we’ll make sure to sell it to Facebook, I mean get back to you as soon as possible to schedule some time for us to walk you through compound marketing, and how it can be a good framework for you to grow your business. Or at least, give you the highest percentage chance.
Sign up today.