Move: The Go To Market Podcast

Latest Episodes:

570. Evolve Your Enterprise with Yanik Silver Mar 23, 2020

Show notes

In the past few years, it seems like more companies have exploded onto the scene with great big missions. And older companies are making waves for their causes, too.

You have companies like TOMS, with their B1G1 model for giving away free shoes, or Patagonia donating a $10M tax-break to climate causes.

On the surface, it may seem like these companies are just doing a better business strategy, but there is more to it than just a pricing strategy.

There’s a soul to it. There’s storytelling. There’s an evolution happening in business.

Our guest today, Yanik Silver, is the leading expert on this evolution. Founder of Maverick1000 and two-time Oscar Meyer shootout champion, Yanik is the author of “Evolved Enterprise,” a book that delves into why this evolution — and revolution — is taking over.

I’ve learned so much from Yanik’s book, so I’m super excited for you all to hear some of his great ideas.

Here’s what we’re unpacking today:

What makes an enterprise evolved
Why evolved enterprises are taking over
How you can evolve your company
Why sharing your story matters

This post is based on a podcast with Yanik Silver. If you’d like to listen to the full episode, you can check it out here and below.

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569. Design: a Helpful Tool for Sales and Marketing Mar 20, 2020

Show notes

Design has a huge impact on sales and marketing. Brand logos help make a connection between the buyer and the brand by recognizing its design. Consider brands like Nike, or Adidas. Both recognizable for their logo.

Shannel Wheeler, author of two best sellers, gave me three main reasons why design is so important to sales and marketing.

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568. Creating Meaningful Marketing in the B2B World Mar 19, 2020

Show notes

“It’s isn’t always the biggest, baddest, or fastest mouse trap that gets the mice. It’s the one with the stinkiest cheese.”

This translates directly to marketing.

So says Soon Yu, author of Iconic Advantage: Don't Chase the New, Innovate the Old.

Soon helps companies realize that they don’t have to be the fastest, biggest or have the best technology in order to be successful. But they do have to connect with their audience, and the best way to do that is through meaningful marketing.

If there is no emotional connection created with customers, they’re just competing on price. There aren’t many winners in that game.

In this episode of the #FlipMyFunnel Podcast, we chat with Soon about B2B storytelling, chasing the new versus innovating the old, and three qualities behind the most successfully innovative and iconic companies.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

567. 4 Keys to Successful Marketing-SDR Orchestration Mar 18, 2020

Show notes

Account-based marketing is a pretty limiting (and even misleading) term.

The truth is, marketing is only a portion if the story. The real goal is account-based everything.

Sales. Exec team. Product. And of course, marketing.

The whole organization should be aligned to go after the same high-value targets, otherwise those beautiful ABM campaigns won’t succeed.

The most important alignment for orchestrating a killer campaign is, naturally, sales and marketing.

There are 4 keys to orchestrating a marketing-SDR campaign, but it all starts with getting the whole organization to collaborate successfully. In this episode, we talked with Craig Rosenberg to discuss how to do just that.

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566. When Do You Need a Chief Evangelist? Mar 17, 2020

Show notes

Tech evangelists have been with us since the beginning of the Macintosh operating system.

While the evangelist title is undeniably cool, when is it necessary for your company to deploy one and whom should it be?

We sat down with Dan Steinman, co-author of the book Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue and Chief Evangelist for Gainsight, a customer success company which helps businesses secure and surpass their customers' desired outcomes and deliver consistently amazing experiences.

Here’s what we’re unpacking today:

Stepping stones to becoming an evangelist
What you should evangelize
What is the ROI on evangelism?
Who on your team should be an evangelist?
Why you should write a book
Sangram's Summary
Dan's Challenge

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

565. The Next Big Thing in B2B is the Newsletter Mar 16, 2020

Show notes

It always amazes me when old things make a comeback.

Whether it’s the music you liked when you were a kid, questionable fashion choices (how many times are bell-bottoms coming back?) or 80’s-nostalgia-fueled Netflix shows.

And it’s happening in marketing, too, where the next big thing in B2B goes all the way back to the beginning of online marketing: the email newsletter.

In today’s episode, Ryan Deiss, CEO of DigitalMarketer and competent juggler, explains why the email newsletter is having a renaissance right now — and how we can add it to our toolset.

Here’s what we’re unpacking today:

How email is making a comeback
How cool new strategies can get stale fast
Why inbound is better than outbound for newsletters
Why is the newsletter coming back now?
Why you should treat your members like part of the family

This post is based on a podcast with Ryan Deiss. If you’d like to listen to the full episode, you can check it out here and below.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

564. Four Dimensions of Account Selection Mar 13, 2020

Show notes

If you only had to sell to one account, what would that account look like?

In a world where account based marketing is key, Matt Amundson, VP of sales and marketing at EverString, has developed a way for businesses to find the best accounts for them with even greater precision.

Matt presented the acronym FIRE, which encompasses four dimensions of account selection:

F: Fit (is the company a good fit?)
I: Intent (are they active in your market?)
R: Relationship (do you already have a relationship with individuals at the company?)
E: Engagement (what interactions are you having with them?)

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

563. How Phononic Used Terminus To Reap Huge ABM Success Mar 12, 2020

Show notes

For today’s episode of the Flip My Funnel podcast, we spoke with Daniel Englebretson, Director of Integrated Marketing at Phononic.

In this show, Daniel and I talked about how Phononic used Terminus to reap ABM success.

Here’s what we’re unpacking today:

Can Your Demand Generation Be Too Successful?
Account Based Marketing Proves Its Worth
How They Did It
Blogging Strategy Changed
Selling the Sales Department on ABM
Keeping It Fresh
Too Much Success

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Join Sangram's "Becoming Intentional" newsletter for a 1 min read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

562. What An NFL Pro Thinks About Leadership, Trust and Small Wins Mar 12, 2020

Show notes

What if you didn’t have to wait until you were “in charge” to lead those around you?

Authority doesn’t always equal leadership.

Regardless of your position, you can start leading now.

Reggie Rivers is a former running back for the Denver Broncos and currently a keynote speaker for his company Corporate Kickoff. In this episode of the #FlipMyFunnel podcast, Reggie joined us to talk about leadership, trust, and celebrating small wins.

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Join Sangram's "Becoming Intentional" newsletter for a 1 min read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

561. Why Quora’s High-Intent Audience Is Gold Mar 10, 2020

Show notes

For today’s episode of the Flip My Funnel podcast, we spoke with JD Prater, Quora Evangelist at Quora.

JD and I talked about why Quora needs to be part of any marketer’s arsenal.