Category Archives: SALES

BUSINESS, MARKETING, SALES

Doug Karr + Jenn Lisak: Fresh thinking on marketing technology

Joined on the show by Douglas Karr and Jenn Lisak, of DK New Media!

Today’s discussion topics: Content marketing, blogging for business, podcasting for business, SEO optimization, landing page optimization, increasing conversation rates, and how to make outsourced work authentic.

About Douglas Karr + Jenn Lisak:

Douglas has co-founded several companies and been a crucial resource for several marketing and technology startups. Douglas started in the traditional marketing space in print advertising, database marketing and direct mail, and then transitioned to digital media when it was still young. He quickly raised through the ranks of search engine marketing professionals and is now known around the globe for his focus on multi-channel marketing with respect to search, pay-per-click, social and other strategies.

Working with the main brands like GoDaddy, Angie’s List, the Indianapolis Colts, Douglas is an expert at developing digital marketing strategies tailored to DK New Media’s clients’ resources and processes. He’s vendor agnostic and works especially well in coordinating lead gen efforts for companies with outbound sales departments.

Douglas has been recognized by LinkedIn in their Sophisticated Marketing Guide as a top marketer, and his blog is known internationally as a resource for marketing-related technology research and discovery. Douglas is also an Analyst for VentureBeat and is developing an organic search engine marketing report.

He also assists investors and investment firms with research and due diligence on prospective investments.

Jenn Lisak is the Vice President and Content Strategist for DK New Media, an inbound marketing agency that specializes in new media optimization, social media, infographics, and marketing strategy. She is responsible for content and infographic development, social media strategy, and managing and advocating for her clients. She writes and speaks on content marketing, infographics, and social media.

Jenn was also a 2014 committee member for the Connectivity committee for Plan 2020, the bicentennial plan for Indianapolis and Marion county. She was also a part of Class 3 of Indy Hub’s 1828 Project, a gathering of young leaders between the ages of 18 and 28, and she received Techpoint’s Tech 25 award in 2015.

Jenn graduated from Butler University with a Bachelors degree in marketing in 2010. She was also nominated for Indy’s Best and Brightest award for the technology division in 2012 and 2013. Jenn was named partner for DK New Media at 26 years old. She is also a main contributor for the Marketing Tech Blog.

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BUSINESS, MARKETING, SALES

Sunny Bonnell: Purpose-driven branding vs. traditional branding

Joined in studio by Sunny Bonnell, Co-Founder and Creative Director of Motto, an award-winning branding and design firm.

Discussion guide from my conversation with Sunny Bonnell:

Sunny Bonnell1. What is Sunny’s definition of branding?

2. Purpose, vision, and promise.

3. What are keys to successful Kickstarter campaigns?

4. Purpose-driven branding vs. traditional branding…what is the difference?

5. How to identify and capture a company’s brand personality?

6. Emotion AND meaning.

About Sunny Bonnell:

Sunny is a branding expert and serves as the co-founder and creative director at Motto, a comprehensive branding firm that works with ambitious companies and entrepreneurs who are eager to build remarkable brands. Under her leadership, Motto is the company behind several well known brand campaigns including Orison, the challenger to the Tesla Power Wall, which launched on Kickstarter and surpassed their goal by 7x, the rebranding of USA Today’s Humankind digital video initiative, and the branding and digital platform for Johnny Cupcakes’ personal brand, who has become one of the most relevant motivational business speakers for today’s generation. She holds an MFA in Design & Visual Communication from the prestigious Savannah College of Art & Design.

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AUTHORS, BUSINESS, LEADERSHIP, MARKETING, SALES

Dan Roam: Why drawing makes you a better leader, salesman, and innovator!

Joined in studio by Dan Roam, the president of Digital Roam Inc, and the author of Draw To Win: A Crash Course On How To Lead, Sell, And Innovate With Your Visual Mind. Learn more about Dan here.

Discussion guide from my conversation with Dan Roam:

Dan Roam1. We’ve always communicated visually, from our earliest days. Why have we stopped?

2. The role technology plays in today’s visual communications.

3. “But I can’t draw, Dan?”

4. Seven basic shapes that explain just about everything.

5. Are there new tools we can use for visual communication?

6. How does visual communication help you lead, sell, and innovate?

7. We’ve done this since childhood. Why you need to do it again!

Find Dan Roam’s book here:

About Dan Roam:

Dan is the author of four international bestselling books on visual communications which have been translated into 31 languages. “The Back of the Napkin: Solving Problems with Pictures” was named by Fast Company, The London Times, and BusinessWeek as ‘Creativity Book of the Year.’ Dan’s newest book, “Draw to Win” will be published by Penguin Portfolio this week. Dan has helped leaders at Google, Microsoft, Boeing, Gap, IBM, the US Navy, the United States Senate, and the White House solve complex problems with simple pictures.

Dan and his whiteboard appear frequently on CNN, MSNBC, ABC, CBS, Fox, and NPR. Dan graduated from the University of California Santa Cruz with a Bachelor of Arts in Fine Art and a Minor in Biology. Dan lives in San Francisco.

Dan Roam

Dan Roam

Dan Roam

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AUTHORS, BUSINESS, SALES

Anthony Iannarino: The core attributes you need for sales success

Joined in studio today by Anthony Iannarino, speaker, sales leaders, and author of The Only Sales Guide You’ll Ever Need. Click here to learn more about Anthony.

Discussion guide from my conversation with Anthony Iannarino:

Anthony Iannarino1. “I didn’t believe what I was actually doing was selling. It was something else…”

2. Dream clients. Do you actually have them? And are you actually going after them?

3. Are you delivering value?

4. Do you have real business acumen?

5. Mindset and skillsets.

6. The power of blogging every day.

7. Taking action, and why most don’t.

8. Self-discipline, the true key to sales success.

Find Anthony Iannarino’s book here:

About Anthony Iannarino:

Anthony Iannarino is an international speaker, an author, and entrepreneur.

Anthony is the Managing Director of B2B Sales Coach & Consultancy. He also owns part of his family’s staffing business, a company he has grown from 3M to 45M with a small sales force of 6 people. Anthony teaches Professional Selling, Persuasive Marketing, and Social Media Marketing at Capital University’s School of Management and Leadership.

Anthony graduated from Capital University with a summa cum laude dual major in Political Science and English Literature. He then attended Capital University Law School on the Dean’s Academic Scholarship. Without a break in between, he attended Harvard Business School, completing their Owner President Manager executive education.

Anthony is internationally recognized as a thought leader in sales, with his award winning The Sales Blog being read by 65,000 people each month. His Sunday newsletter reaches 80,000 people each week.

Anthony has been named one the 50 most influential people in sales by Top Sales World. He was also named one of the 25 most influential people in sales by Open View Partners.

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BUSINESS, MARKETING, SALES

Explaining The Small Business Failure Rate

Statistics about business success aren’t reassuring.

About 80 percent of new businesses fail in the first 18 months, according to Bloomberg Business research. During the economic meltdown of 2008, for the first time in decades more businesses closed than were started.

“What business owners don’t seem to understand is that what’s required, not only to survive but to thrive, is within their control,” says Pamela Herrmann, author of “The Customer Manifesto: How Business Has Failed Customers And What It Takes To Earn Lasting Loyalty.”

“The typical business owner has no idea how to create leverage, how to utilize new technologies, how to strategize to be competitive, or how to stop the hemorrhaging of cash in the form of failed online-marketing investments.”

Herrmann is co-founder with Patty Dominguez of CREATE Buzz (www.CreateBuzzNow.com), which is changing the way small businesses connect with customers – both online and offline. Dominguez and Herrmann review four business mistakes – and ways to correct them:

Missing the biggest revenue opportunity. Much of traditional marketing focuses on attracting new customers. “But the biggest revenue opportunity is in keeping existing customers,” Dominguez says. Among the ways to keep customers loyal: Always greet them warmly. If they are waiting in line, thank them for their patience and assure them you’ll be with them promptly. Make certain your business is clean and comfortable. Use words such as “my pleasure,” “absolutely” and “you’re most welcome” instead of “sure,” “no problem” or “yeah.”

Tracking the wrong metrics. Business owners often make marketing decisions based on short-term data, like how much money is in the bank or how many sales they made last month. This is reactive — not proactive.

Herrmann and Dominguez say the way to focus on the right metrics is to ask such questions as: How many new leads did you get this month? How much did it cost you to acquire that new lead or customer? What’s the average value of a single transaction?

Failing to manage their message across all customer touch points. Most businesses are unaware of all the ways consumers use technology to find them. Businesses should create a Customer Journey Map so they can see all the touch points across all channels, measure how well they are doing and then identify gaps and opportunities.

Being unaware of marketing fundamentals. Just like an archer tries to hit the bull’s-eye, an entrepreneur tries to reach customers. No matter how many arrows that may be in her quiver, if she doesn’t know how to aim, she’ll probably miss. The same is true with marketing.

“You need to know who you’re marketing to,” Dominguez says. “Why are you marketing to them? What are their wants and needs? When you do you this effectively, you shift from sinking money into fixing problems and into growing your business through strategic decision making.”

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Pamela Herrmann and Patty Dominguez cofounded CREATE Buzz (www.createbuzznow.com), an online training experience that helps business owners and their employees get powerful, positive and practical customer engagement habits that build loyalty. Herrmann and Dominguez co-host the Customers For Life podcast and The Morning Would Show, providing daily motivation.

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AUTHORS, BUSINESS, INCUBATOR, LEADERSHIP, MARKETING, SALES

Jeff Loucks: How to beat disruptive competitors at their own game

Joined in studio today by Jeff Loucks of the Cisco Digitization Office, and co-author of Digital Vortex: How Today’s Market Leaders Can Beat Disruptive Competitors at Their Own Game.

Discussion guide from my conversation with Jeff Loucks:

Jeff Loucks1. We discuss the research behind the book.

2. We hear a lot about digital disruption. Is it real or is it hype? How does competition change in the age of disruption?

3. You compare digital disruption to a vortex. How does this explain how disruption works? And what will be affected?

4. Digital disruptors focus on the value, not the value chain when they innovate.

5. Organizations must be agile to respond to disruption. “Digital business agility.”

6. Are digital disruptors always the enemy? Can established organizations use them to their advantage?

Find Jeff Loucks’ book here!

About Jeff Loucks:

Jeff is a director with the Cisco Digitization Office and a visiting scholar at the Global Center for Digital Business Transformation, an IMD and Cisco initiative.

Jeff works with Global 500 firms and innovative startups to explore the strategies and concrete steps companies must take to thrive in an era of digitization. Through fifteen years of research, writing, and consulting, Jeff has helped companies capitalize on technological change by transforming their business models. Jeff is especially interested in the strategies organizations use to adapt to accelerating change. An extensive academic background complements his technology expertise. He wrote his PhD dissertation on Machiavelli (one of the world’s great strategists) and draws upon philosophy, psychology, and political science to understand both institutional and human responses to today’s escalating challenges.

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AUTHORS, BUSINESS, MARKETING, SALES

Shama Hyder: Propel your marketing and transform your brand in the digital age

Joined in the studio by Shama Hyder, the CEO of The Marketing Zen Group, and the author of Momentum: How to Propel Your Marketing and Transform Your Brand in the Digital Age.

Discussion guide from my conversation with Shama Hyder:

Shama Hyder1. Agility through analytics.

2. Customer focus.

3. Integration.

4. Content curation.

5. Cross pollination.

6. How to spot opportunities to grow your organization.

7. Dealing with the overwhelm of today’s online ecosystem.

Find Shama Hyder’s latest book here:

About Shama Hyder:

Shama is a visionary strategist for the digital age. A web and TV personality, a bestselling author, and the award-winning CEO of The Marketing Zen Group—a global online marketing and digital PR company, she has aptly been dubbed the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by FastCompany.com. Under her leadership, The Marketing Zen Group has grown to include a team of 30 and serve clients ranging from publicly-held Fortune 500 companies to privately-held small businesses and nonprofit organizations across the globe.

Shama is the bestselling author of The Zen of Social Media Marketing, now in its 4th edition and Momentum: How to Propel Your Marketing and Transform Your Brand in the Digital Age, her latest book that launched in 2016. An acclaimed international keynote speaker, Shama has shared the speaking stage with the world’s top leaders, including President Obama and the Dalai Lama.

As a result of her success, Shama has been the recipient of numerous awards, including the prestigious Technology Titan Emerging Company CEO award. She was named one of the “Top 25 Entrepreneurs under 25” by Business Week in 2009, one of the “Top 30 Under 30” Entrepreneurs in America in 2014 by Inc. Magazine, and to the Forbes 30 Under 30 list of movers and shakers for 2015. LinkedIn named Hyder one of its “Top Voices” in Marketing & Social. Shama has been honored at both the White House and The United Nations as one of the top 100 young entrepreneurs in the country. Most recently her web show Shama TV was awarded a Hermes Gold award for Educational Programming in Electronic Media.

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AUTHORS, BUSINESS, HUMANITY, LEADERSHIP, LIFESTYLE, PERSONAL GROWTH, SALES, WELLNESS

Stephan Aarstol: Shifting to a five-hour workday, and changing your life forever!

Joined in the house today by Stephan Aarstol, the CEO of Tower Paddle Boards, and the author of The Five-Hour Workday: Live Differently, Unlock Productivity, and Find Happiness.

Discussion guide from my conversation with Stephan Aarstol:

Stephan Aarstol1. What’s wrong with the current eight-hour work day and 40-hour work week.

2. What prompted him to move his company to a five-hour workday.

3. How a shorter work day makes businesses more profitable and productive and employees happier, healthier and more loyal.

4. Steps to implement a five-hour work-day at your company, and how to test risk free!

5. How winning on ABCs Shark Tank changed his life.

6. The importance of the pursuit of happiness.

Find Stephan Aarstol’s book here:

About Stephan Aarstol:

Stephan Aarstol is the CEO and founder of Tower Paddle Boards, an online, manufacturer-direct brand in the stand up paddle boarding industry. With a three-year growth rate of 1,853 percent, Tower was named the Fastest Growing Company in San Diego by the San Diego Business Journal, and was featured in the Inc.’s 2015 500 List of America’s Fastest Growing Companies.

After appearing on ABC’s Shark Tank and securing an investment from Mark Cuban, Aarstol was featured by People Magazine as one of “Shark Tank’s Biggest Winners.” Aarstol’s company quickly became one of Mark Cuban’s best-performing investments from the popular show, and in early 2016, ABC returned to feature Tower Paddle Boards in a nationally televised episode, “Beyond the Tank.”

Tower began as a disruptive, direct-to-consumer stand up paddle board company, and has since evolved into a more holistic beach-lifestyle company. Today, Tower offers a growing array of beach-lifestyle products, sold and shipped directly to consumers at a fraction of traditional retail prices. Tower’s successful brand extensions include a beach-lifestyle magazine, Tower Magazine, a sunglass company at SunglassesByTower.com, and a direct-to-consumer surf- and beach-lifestyle company at TowerMade.com.

Aarstol’s objective is to build Tower into the world’s premiere beach-lifestyle brand, and he currently has plans to extend the Tower brand into many additional business units.

As an entrepreneurial-thought leader and online-marketing expert, Aarstol’s insights have been published in the Washington Post, Inc., Forbes, Entrepreneur, Fast Company, Mashable, and many other prominent business publications.

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BUSINESS, MARKETING, SALES

The Intrepid Guide To Maximizing Trade Shows

I spend a lot of time hanging out at various trade shows, national association gatherings, annual sales meetings, and user conferences. Blows my mind how poorly most organizations handle gigs like this, wasting SO MUCH opportunity (and money).

After observing for all these years, here are a few thoughts on maximizing trade shows:

1. Go to your next show with a plan. If you plan to play it by ear and go with the flow, you will almost certainly fail.

2. Too many organizations go to trade shows with a goal of walking away with 2,000 new leads. When in fact, they should try to walk away with 50 to 100 REAL leads. (Note: This is from the context of the B2B leads 99% of my clients are seeking, not B2C…)

3. Your real success at a trade show depends on the work you do months before the trade show begins.

4. Scanning badges to collect thousands of email addresses is NOT how you collect “leads” at a trade show.

5. Scanning badges to collect thousands of email addresses is NOT even a good way to build your mailing list (if your true goal is to drive business growth).

6. FREE BEER may get a few people into your exhibit. But it sure won’t build viable leads.

7. The only thing you are accomplishing by giving away candy is the spread of diabetes.

8. Most likely, all of the major industry thought leaders and influencers are under the same roof as you. You are fool not to seek them out and learn something.

9. Do you really think you’re going to grow your business by giving away GoPro cameras and iPads through raffle drawings?

10. Meaningful face-time is everything. Collecting brochures and reading displays is nothing.

11. Why do teams at trade show exhibits all have to wear the same damn logo-wear golf shirts? Can’t we be individuals? Aren’t we individuals? I know we are a team, but do we have to look like some army marching in lock-step?

12. If you have to tackle me in the aisle to get my attention, you are doing things wrong.

13. If you look at attending a trade show as a way to escape the office, you should be fired. Immediately. And with malice.

14. Your organization probably paid $800 to rent that sofa for three days. And all you are doing is sitting on it to check your iPhone?

15. Do you need a 40X40 space when a 10X10 will do?

16. If you have to exhibit at the industry trade show to be seen as viable in your market, there is something terribly wrong with your market.

17. You really should be thinking about approaching your trade show experience as a full-on campaign, one that lives before, during, and after the exhibition itself.

18. I’m still amazed at the poor follow-up post-show. Most prospects are NOT ever contacted again following the show. Why did you even bother attending the exhibition in the first place???

19. Do you actually have a plan with all those business cards you just collected? For what it’s worth, I always makes simple notes on the business cards I collect…as I get them. Because I will NEVER remember post-show.

20. I am amazed at the special events that so many organizations host at trade shows, and I’ve attended some that had to cost half a million. In my modern view of business, simply “outspending” the competition isn’t going to work anymore.

21. So many people standing around waiting for something to happen. And with all those prospects walking around the hall. Why are you even there?

22. Tchotchke giveaways: the biggest waste of time and money in the history of trade shows. Although great for giving the kid a gift, especially when you forgot to get them a real gift and the airport gift shop just won’t cut it.

23. I’ve never understood why an organization exhibited dozens and dozens of products and demos, when only two or three products really moved the needle at the show. Why not focus on the small handful of products that the market really cares about? Why spend thousands transporting products most people don’t care about?

24. It always frustrates me when someone says “the trade show didn’t go well for us.” Really? If you are saying this, you didn’t plan well, missed the prospects walking right under your noses, and you didn’t take advantage of all the educating and learning. Shame on you.

25. Why are your displays so complex and full of copy? Do you really think most people are going to stop and spend ten minutes readying all of that stuff?

26. Why are you not incorporating a more mobile-friendly presence for you and your organization? Trade show attendees are getting younger and younger…

27. And if you complain about the conference, trade show, and exhibition, host your own damn event then.

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Video: Here is what I am usually doing at trade shows!

And yes, in case you are wondering, here are some ways we help our clients with maximizing their trade show investment…

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BUSINESS, MARKETING, SALES

Shawn Herring: Using the freelance economy to bridge a growing skills gap

Joined in studio today by Shawn Herring, the Chief Marketing Officer and Co-Founder of Torchlite Marketing:

Torchlite is a SaaS marketplace that connects businesses to digital marketing experts. While other tech platforms exist to help companies find freelance talent, Torchlite is the first platform that allows companies to manage, collaborate with and evaluate that talent. It’s a single application that provides businesses with visibility into freelance campaigns across all digital channels – online, email, mobile, advertising and social media.

Discussion guide from my conversation with Shawn Herring:

1. The “marketing playbook.”

2. Using the freelance economy to bridge a growing skills gap.

3. The race to create tech with the newest bells & whistles has resulted in a shortage of employees who possess skill sets specialized enough to actually utilize the latest advances in their field.

4. What is the Torchlite concept / How does it work?

5. What was involved in putting together the platform and the experts?

6. What is the business model?

7. How are you reaching potential customers?

8. What is the plan for the next year or so?

About Shawn Herring:

Shawn HerringA dynamic and enthusiastic leader, Shawn built and managed the global demand generation team at ExactTarget. His team helped increase return on investment across all marketing channels and was instrumental in ExactTarget becoming one of the fastest growing SaaS companies in the world before being acquired by Salesforce.com.

Shawn holds an MBA from Indiana University and has previously been in marketing roles at Harlan Laboratories and Roche Diagnostics.

In 2015, Shawn co-founded Torchlite Marketing, a SaaS Marketplace that connects businesses to digital marketing experts who develop, manage and execute campaigns through a collaboration platform.

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