Sales Hustle is now Sales Transformation
May 23, 2022

#313 S2 Episode 182 - DEMAND GENERATION, INSIDEOUT: Samuel Timothy On Empowering Sellers With Marketing Insights From Technology And Demand Generation

This latest episode of Sales Transformation brings you a very interesting discussion from a very interesting guest. Samuel Timothy, the Chief Growth Officer of OneIMS, and a B2B Demand Generation Expert with over a decade of experience in the business are here to share his story and knowledge with Collin Mitchell and his listeners.


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HIGHLIGHTS

Samuel's professional background
Doing business in an economic downturn
Changes in the business across the years
Sales + Marketing alignment
Challenges in inbound marketing approach
How sellers can do better in reaching out

QUOTES

Samuel: “But if you're an established company, and you need to be prepared, I don't think you can just sit around waiting for things to just happen.”

Samuel: “Waiting for government regulations to just be favorable to you or waiting for all the market conditions to be just favorable to you to generate customers, that's just never going to happen.”

Samuel: “At the end of the day, what you want is to, “How do I get in the shoes of your buyer?” Understand their pain, understand their needs, and figure out “How do I provide the insight that they need to do their job better?”

Samuel: “Be a marketer, be helpful to know. Don't always try to sell, right? Try to help and empathize with your buyer and where they are in their journey.”

Connect with Samuel and find out more about him in the links below:

Samuel’s LinkedIn: https://www.linkedin.com/in/samuelthimothy/
OneIMS LinkedIn: https://www.linkedin.com/company/oneims/
Website: https://www.oneims.com/

Connect With Collin on LinkedIn

Want to Start, Grow or Monetize Your Podcast? Book a Free Strategy Call HERE!


This latest episode of Sales Transformation brings you a very interesting discussion from a very interesting guest. Samuel Timothy, the Chief Growth Officer of OneIMS, and a B2B Demand Generation Expert with over a decade of experience in the business are here to share his story and knowledge with Collin Mitchell and his listeners.

Samuel will be sharing his expertise in demand generation and how marketing insights using technology can empower sellers.

 

Join Our Free Podcast Community HERE!

Want to solve a leaky sales funnel? Get Signup for your Free RevenueGrid trial HERE! 

Want Your Reps Hitting Quota in 2022? Get Your Wingman Free Trial HERE!

HIGHLIGHTS

  • Samuel's professional background
  • Doing business in an economic downturn
  • Changes in the business across the years
  • Sales + Marketing alignment
  • Challenges in inbound marketing approach
  • How sellers can do better in reaching out

QUOTES

Samuel: “But if you're an established company, and you need to be prepared, I don't think you can just sit around waiting for things to just happen.”

Samuel: “Waiting for government regulations to just be favorable to you or waiting for all the market conditions to be just favorable to you to generate customers, that's just never going to happen.”

Samuel: “Marketing has a lot of insights using technology that they can empower the salespeople with, to make the salespersons' life a lot easier, and make the sales process more relevant and enjoyable.”

Samuel: “At the end of the day, what you want is to, “How do I get in the shoes of your buyer?” Understand their pain, understand their needs, and figure out “How do I provide the insight that they need to do their job better?”

Samuel: “Be a marketer, be helpful to know. Don't always try to sell, right? Try to help and empathize with your buyer and where they are in their journey.”

Connect with Samuel and find out more about him in the links below:

Connect With Collin on LinkedIn 

Want to Start, Grow or Monetize Your Podcast? Book a Free Strategy Call HERE!  

Looking to start your own Podcats? Book a FREE strategy call. 🚀

Transcript

[00:00:00] In the world of sales, you either sink or swim or breakthrough to the next level. My name's Colin Mitchell. And this is sales transformation, a new kind of sales show designed to bring you through the epic life-changing moments of elite sellers. So you can experience your own sales transformation.

[00:00:29] Hey, before we start today's episode, I wanted to bring you in on the best kept secret in B2B sales. If you're serious about social selling and your only strategy is cold. The through LinkedIn you're missing the mark big time. Learn how I fully manage revenue generating podcasts can change your life and your pipeline@saleschasm.com.

[00:00:55] All right. Welcome to another episode of sales transformation. Very excited today. I've got Samuel Timothy, uh, from one I am S Sam is a knowledgeable expert in online marketing demand generation and sales. With over 15 years of experience, he helps businesses develop and execute marketing strategies that improve their lead generation efforts and drive business growth.

[00:01:18] Sam, welcome to the. Yeah, I appreciate you having me. Thank you. Yeah. Yeah. Um, I've been looking forward to having you on, so I'm glad we were able to make this happen, but, uh, before we get into this very interesting topic that we we've planned out for today, uh, just give us a little bit of your background, tell us, you know, kind of where your professional journey.

[00:01:40] Yeah, way back in the day actually started in, uh, Coca-Cola worked in the, worked in the, um, uh, the finance department. That's my actual experience in marketing. I'm not trained in the marketing world and my degree is in computer science. Um, I have a major in computer science, a minor in economics, so no, no real marketing experience whatsoever, but ended up starting a marketing agency.

[00:02:00] But yeah, that led to, uh, starting this company with my brother back in 2006. Uh, so we've been at this for about 16 years. Going on 17. Okay, so you, you you've been at it for, for some time. Um, and you've experienced, you know, uh, bad financial times in, you know, started 2006, 2008. I think this is a topic that's top of mind for a lot of people.

[00:02:31] You and I were even chatting about it a little bit. Uh, before I, I did another podcast interview and it came up and so how does a business prepare for. You know, demand generation sales, marketing, um, you know, when they're sort of uncertain times potentially, maybe ahead. Most certainly. So w we were born into the thick of that.

[00:02:52] Uh, as a early entrepreneurs, we didn't even know the economic downturn was actually happening. Two kids in their twenties. Uh, didn't have any clue how the economy actually worked, even though I had an economic background. Uh, but basically, yeah, we, we had to just thrive, thrive in that thick of it. Um, but if you are an established company and you need to be.

[00:03:13] Uh, I don't think you can just sit around and wait for things to just happen. Uh, I often tell my own customers, like, you know, waiting for government regulations to just be favorable to you or waiting for all the market condition to be just favorable to you, to generate customers. That's just never going to happen.

[00:03:28] You have to be proactive, define your destiny and go make that destiny happen. Um, and that's, that's basically the, the, the gist of it. Right. But that, what does that mean in terms of execution? Yeah, you definitely know who you should know who your target customers are. You need to define, you know, have some smart goals, especially specific measurable, attainable, attainable, realistic, and time-bound right.

[00:03:51] Some smart goals on what do you want in terms of revenue targets? What do you want in terms of number of customers, all of those things define. Then you go develop a strategy to accomplish that goal and then work backwards and execute those strategy to get there. So that's in a nutshell what you need to do as a company, if you're an established company and trying to figure out how to you.

[00:04:10] Steer clear of economic downturn and choose not to participate in. Yeah. Yeah. I love that. Alright. So, and tell me, you know, you guys have been going at this for 16 years. What's changed in that time, you know, from sales marketing. Demand generation from, you know, when you first started this business and what it is today and just how the industry and how people are buying, um, what are some changes that you've seen?

[00:04:38] Yeah, most certainly. So when we got into the business early days, you know, we were just a website design and creative agency. All we've done is logos and web. Uh, but in those days, websites were just a brochure. Nobody ever cared about a website as a, as a, you know, business drivings, um, channel. Right.

[00:04:55] Always they thought it was just, it's like a box, got a cat, you have a website. Yes, we're good. And we had, you know, we were doing flash websites. We were doing websites that are just images and. There was no uniformity navigation. Everybody had a unique way of navigating the site. Everybody wanted to have something unique and special, but then we saw the transition happened in the early days of our business.

[00:05:16] People were starting to ask the question, I'm like, Hey, you built me a website, but it's just doesn't drive any sales or it doesn't drive any inquiries or leads. That's when we started to even tap into. Tinker with the concept of how do we actually turn this website into a money making machine for customers.

[00:05:31] Then we got to learn about Google ads. In the early days, we were actually doing Google ads. You know, ad-words for customers, we were doing like, those were like pennies, a click. I mean, today, those are all the good old days. Tens, tens, if not in the, in the, in the hundreds, sometimes the cost of. So we're building Google ads, campaign, helping out our customers drive traffic.

[00:05:50] Uh, and then we start to get some inquiries and leads and then they will say, well, I think we're getting more calls and inquiries, but we can't pinpoint it's because of what you guys are doing. So then we were like, well, we got to figure out how do we measure this? So that's when we started patching up third, third party softwares.

[00:06:03] We started tracking calls. We started doing a form field tracking. Uh, essentially we, it was a Frankenstein tool set that we built, and then we realized, well, we're spending way too much money on third-party platforms to actually track all this. And then we ended up home growing a software that we ended up spinning off as a separate company.

[00:06:21] That's called click X, uh, which is a product that my brother, a brother runs, which is basically a white label reporting platform. That helps, uh, agency owners, uh, track and measure performance across their marketing campaigns for clients. So, yeah, though, so we saw the entire, you know, uh, industry evolve, um, and now that entire buyer's journey has, uh, been more digital than, you know, the traditional mediums, like more and more people.

[00:06:45] I mean, Purchase decisions online, you were seeing more, you know, everybody has a search engine in their hand, right? They can ask any questions to that mobile device, uh, find the answers to what they're looking for and make a purchase decision on the spur of a moment. Yeah. And so tell, talk to me a little bit about, you know, what you've seen as far as, you know, how has it changed where the changes that have happened for the cooperation between sales and marketing?

[00:07:13] Yeah. So I think the, the biggest difference, uh, that we're starting to see, right? Especially in the early days, salespeople are doing their own thing that. You know, that's sales and then the marketing people are kind of considered as well. You know, they just do some crafts and arts and you know, I'll go to some trade shows and that was marketing.

[00:07:29] But today you as an organization have to have very good alignment between marketing and sales, both need to know who's their ideal customer profile, who is their, you know, who's the buyer persona, what are their pain points? Where do they congregate for information? How do we reach them in the most cost effective way, the most efficient way possible.

[00:07:46] When they do come to our website, what kind of digital fingerprints are they leaving and how can we leverage that insight to sell to that prospect or that company better? Right. So marketing has a lot of insights using technology that they can empower the salespeople with to make the sales person's life a lot easier and make the sales process more relevant and enjoy.

[00:08:08] For the end, customers and salespeople are little marketers today because you as a salesperson need to be also creating content that educate your customer, not just you, not just prospecting and cold calling and getting in the door, but lead with insight, lead with education, become that thought leader that people trust.

[00:08:24] And they will come to you as a subject matter expert asking for your advice and your insight on how to solve their business problems. So in a. In some sense, you know, marketing and salespeople are working together as one organization today than ever before. Yeah. Yeah. It's more, you know, working with a common revenue goal rather than the finger pointing of marketing is not giving us good leads.

[00:08:49] Well, sales isn't closing the leads that we're generating for them, right. That the finger pointing, um, and you know, sales, marketing, Also can get help from sales too. Right? So you mentioned marketing's job is to make sales easier sort of right. Uh, but marketing doesn't necessarily work for sales, but sales can also, you know, salespeople are on the front lines, they're having the conversations with the prospects, you know, they're seeing what's resonating.

[00:09:18] What's not. And that's a lot of really helpful knowledge that needs to be shared with marketing in order for marketing to do a better job of educating and attracting the right people for sales. And I think when you talked about, you know, marketing is not generating enough leads and sales is not closing.

[00:09:37] And to me, that's the definition problem too. I think the first thing we talked about, like know your ideal customer profile, define what a good lead looks like, what a sales qualified, what Mar you know, what's just marketing qualified. And when is a Le lead is more likely in a sales process, right? Like they're sales ready.

[00:09:53] And then when do you actually pass that onto a sales rep to go in to, to, to take it to the next next stage in the buying process, those things all have to be established as a company. Uh, hold us true. Right. And almost like a, you know, surface level agreement. Um, so I think if you have that, a lot of those conversation could be eliminated, uh, and you will have much more harmony within the organization.

[00:10:15] Yeah. And, and so what we wanted to touch on today as well is that, you know, sort of this idea of, of inbound, right? So. A lot of companies, I think for the most part, start out with an outbound strategy, right. And you can sort of lay out that process and start to track maybe different channels and approaches.

[00:10:37] And you know, before it was probably mostly phone. Now you've got multiple outbound channels. Some are going to perform better than others. It's even going to get, you know, some are going to perform better than others for a company as a whole, depending on who they're targeting, what their messaging is.

[00:10:51] And even down to the rep level where some reps are gonna perform better on certain channels versus other reps. Um, but there's a lot of mistakes that could go wrong. When a company. Maybe decides that they've graduated to the point where we need to start generating inbound. Um, if that's not part of their strategy from day one.

[00:11:09] And so what are the, some of the common problems or just things that people need to think about when building a sustainable inbound. Marketing approach. Yeah. I mean, I think, you know, inbound is a very broad term. There's a lot that goes into making an inbound strategy. Right? The way that I look at is inbound is where a prospective customer is getting to know about your business, your product offering, or, uh, they were able to, because of your good, you know, good job in marketing, they were able to understand that they have a problem define that problem.

[00:11:38] And recognize that they need to solve that problem and then found you as a company that can actually help them solve that problem. Now they're raising their hands, coming to you and say, Hey, I can, I need help. And I need you to help me solve this challenge. So they are, they're doing a whole lot of research and coming to you as the go-to solution provider to help them do their job better or solve their business challenges so they can get ahead in their business journey.

[00:12:02] So when they come in the door, you have to treat them based on the, based on where they are. In that person's journey. So not knowing where, you know, how that buyer ever came about it and then treating them all the same way. It could be very detrimental to the success of your inbound marketing and your sales.

[00:12:21] Yeah. And, and so how does it, how does a team build process around identifying, you know, where, where is the buyer in the journey? How much research have they done? Um, and not treating every lead the same, right. There's really not a one size fits all, um, process when leads come in, because there's a lot.

[00:12:45] Assumptions that can be made, which leads to a lot of mistakes. Yeah. I mean, I think, you know, when you're doing content marketing and inbound marketing, right, that customers are going to be at different stages of the buying journey, coming to your website, consuming content, watching videos, you know, reading a blog, or even ended up on in your email list.

[00:13:02] Right. And that they're in that early stage of the buying process is researching and learning as much as they can, so they can make a very good educated decision about how to solve their problem. So if you, as the sales speak or if you as the market. Sees those things, you know, digital fingerprints and pass those leads on, uh, prematurely, then the reps could be reaching out, um, with, you know, with, uh, expectation that any inbound lead that comes in the door is ready to buy and may treat them in such a such manner that could be very detrimental.

[00:13:29] Or the other side of it is like, The lead came in, then you pass them onto an SDR and you go through the entire qualification process and lengthen the sales process and give them a very poor experience from a junior rep who doesn't know how to read you. Talk, you know, with high level business acumen and understand the needs and reasons.

[00:13:47] Uh, get that sales conversation go farther down very quickly, um, that can also slow down the process and give that prospect a very bad experience and they might achieve, you know, they might leave somewhere else. You've done a great job educating them, but then you give them a poor sales experience. They might go to your competitor and try to find.

[00:14:02] Uh, thanks for all the education. I'm going to go buy over here where the process is more tailored to where I'm at. Exactly. So I think the marketing holds a lot of insights on the buyer and what they're doing on the website and the overall behavior of that buyer, the buyer intent, you need to empower the sales people with that information so they can do a better job in doing their sales function.

[00:14:28] Yeah. I mean, is there some best practices around like scoring leads and you know, when to mark them as sales ready? Um, because I think the main takeaway from what you just sort of laid out there is when that handoff from marketing qualified to sales, qualified happens is really essential to giving a good buying experience and, you know, One person that, you know, does a deep dive and consumes a bunch of your stuff in a 24 hour period is further down the process than somebody who maybe shows up to one webinar and downloads a free guide.

[00:15:05] Yeah. And so what we're seeing is in the early days of our marketing journey, as a company, we're adapting a lot of the, uh, framework, you know, framework and, um, methodology that HubSpot was teaching. We're creating a ton of content. We were creating a lot of eBooks and we were leveraging all of those eBooks as a conversion funnel and then getting people into our email list and then nurturing them and then getting them to consume even more content.

[00:15:26] So what we're actually starting to see if people are much smarter today than probably five, seven years ago. We're very nervous when we see a form in. And w we have to submit it because we know immediately after that, either we're going to get a series of email from the marketing automation, or we're going to get a call from that SDR.

[00:15:42] Uh, just because we just so happen to stumble across an ebook and downloaded it, or we saw a LinkedIn ad for an ebook and we downloaded it. So I think you need to first and foremost establish what kind of, uh, uh, steps or action a prospect takes on your website. Means something from a sales side, right? So if they are doing or, you know, top of funnel, content consumption, and they're doing a lot of those activities on the website, give them the freedom to go consume that content, give them more, uh, relevant information that they can continue to consume and educate themselves better, but then only have forms or call to actions that are really sales, ready forms, right?

[00:16:16] Like, you know, So of the things we've done for some of our manufacturing clients is instead of having request a quote, we will start putting KA KA call to actions, like talk to a sales engineer or talk to a design engineer. So then when someone submits the form, they're expecting to talk to a design engineer, they know the form actually called them to do something.

[00:16:33] Where they are expecting to have a sales conversation or a design conversation and remove things that are very misleading, right? So the contact us form and immediately a sales guy calls, right? And you have very specific defined call to actions. They request a quote. So when they submit it, then give them a guided process of submitting all the information that you might need to provide a quote very immediately, right?

[00:16:54] Not, not have to go. Heaps for them to get a code back from you. So I think knowing what kind of call to action needs to be leveraged at what stage of the buying process, and then using that as a way to kind of gauge the interest level and what stage in the buying process that prospect might be before they even filled out.

[00:17:13] Yeah. Wow. So you're talking about more transparency in marketing, almost suddenly got a bunch of, uh, you know, bait and squeeze pages and, you know, uh, hat tricks. I think what you want as a marketer. Right, because at the end of the day, what you want is to, how do I, you know, put the, put the, you know, get in the shoes of your buyer, understand their pain, understand their needs and figure out how do I provide the insights that they need to do to do their job better and empathize, right?

[00:17:44] Like have empathy for your prospect. And when you do that, I think they would appreciate you a lot. And then when they are, uh, the beneficiary of your knowledge and your expertise and your, uh, your recommendations, they will choose you as a, as their go-to partner to solve whatever the business challenge that they were trying to.

[00:18:01] Yeah. Yeah. And then, I mean, I like it even, I like the idea of being so specific with the call to action, right. So they know exactly like if they fill this out, they are going to be receiving a call or getting a quote or, you know, going into a potential sales process. Um, but I think even from the sales perspective, I think a lot of sales reps could do a better job.

[00:18:24] Of reviewing some of this stuff before reaching out, right? Like these days, you know, there's no longer the marketing data's here and the sales data's here. I mean, in most organizations, you know, bill specifically, if they're using HubSpot, it's all in one place, or if they're using Salesforce, maybe it's all in one place.

[00:18:41] Or if they're using other things, usually these tools play nice together and integrate. All of the information should be in one place. And I mean, it's really common. I know, just, even from my own personal experience where, you know, sellers call and just go into kind of standard tailored sort of pitch based on you may be attending an event or signing up, they don't even know, did you go to the event, right?

[00:19:01] Or, um, or you fill out a form and they assume that you downloaded some guide that's maybe their most popular guide and you didn't. Right. So from the selling perspective, Do take a few minutes to just look at the customer. Digital footprint, what have they consumed? It's going to give you a better idea of what they care about.

[00:19:22] I mean, ultimately prospects are going to be defensive if they took the time to fill something out and you're reaching out, talking about something that's not relevant to that. Um, so I'm just curious, you know, how can. Sellers do a better job of like reaching out in a more informed way based on all of the work that's already been done from marketing.

[00:19:42] Yeah. I think this is where, again, going back to having alignment between sales and marketing, because technology like HubSpot gives you more visibility into that prospects, digital footprint and fingerprints, right? So if they are consuming content, they visited the website because they saw Google ads came across one of your content PS downloaded.

[00:20:00] Yeah, it's been on your email list for the last 90 days. And they also been, you know, keep coming back and attending webinars. All of those things are available to the marketer and that should be made available to the salespeople so they can be informed when they're talking to that prospect and don't leave them in the dark.

[00:20:15] Right. I think that some of the complication of any sort of third party platforms that you have to integrate with Salesforce or whatnot, you lose some of the visibility, but a technology like HubSpot. A lot more seamless way of accessing that information, uh, at the, at the fingertips of the sales rep. Uh, but you need, you cannot be a lazy salesperson anymore.

[00:20:33] You have to be a little bit more proactive, do a lot of due diligence, you know, and just know just don't assume, just because someone passed you a lead that they all, they must've consumed. Like you said, the top download an ebook. Um, and, and I think you have to, um, you have to approach that sales conversation much differently.

[00:20:50] If they just download an ebook, I won't, I won't pick up the phone and call immediately. I might have started an email thread or messaged them, connect with them on LinkedIn. Start slow, slowly, try to build a relationship because they, Hey, I noticed you recently downloaded an e-book. I'm just curious. What prompted you wanted to research about that topic?

[00:21:06] Uh, is there something happening within the organization that prompted you to research? Yeah, it will tell you they're researching and learning about it. And then for my, Hey, I think you might actually like this webinar or this video that we have, it actually condense that information into 15 minutes and then give them more information and then be more helpful and provide them more insight.

[00:21:25] Uh, I think that's what I would do. If someone came in looking for an ebook and not immediately try to get that guy on the phone, go to ZoomInfo look up their direct dial and call them. Yeah. And then may assume that they read the whole ebook and that they're ready to go to the next step and book a call or death.

[00:21:40] Exactly. Yeah, don't do that. Uh, Samuel, it's been, it's been great having you on and, uh, really appreciate it. Well, lots of, um, helpful information here for sellers and marketers. Let's face it. Sellers need to be marketers a little bit these days too, and cooperate better together and have more alignment. So it's just really relevant for any revenue, human.

[00:22:02] Um, and, but any final thoughts and then where's the best place for people to get into your world if they want to connect final thought? Yeah, like I said, be a marketer. Be helpful. No, don't always try to sell, right. Try to help, uh, and empathize with your buyer and where they are in their, in their journey.

[00:22:20] I mean, there are human. I'm trying to do their job. Just keep that in mind. As far as finding me, I actually have a show as well, coffee with closers. Uh, you could probably look for that on YouTube or when I am as.com, which is a, a B2B marketing agency that specialized in helping B2B organization drive demand and generate sales.

[00:22:38] Awesome. We'll drop the links in there for the show notes for everybody. If you want to check it out. Uh, Samuel. Thanks again. And if you enjoyed today's episode, please write us a review. It really does help us out. Share the show with your friends if you enjoy it. And then we're also always listening for your feedback.

[00:22:54] You can go to sales, transformation.fm, drop your feedback there, and we will get back. Hey, you stuck around that tells me you're serious about your own sales transformation. If you're tired of doing things the old way and want to get started in your journey with other people on the same path, head over to sales, cast.community, and crush your numbers on your leaderboard.

[00:23:16] Yeah. It's free sales cast.community. Send me a DM with your best pitch and mention this ad. And I might even give you free access to our best templates.