652: Top Line Results: Create an Inbound Organization Through Helpful, Educational, Attractive Marketing with Todd Hockenberry

Today's guest is Todd Hockenberry, Owner/Founder of Todd Hockenberry, Inc. (formerly Top Line Results,) a global leader in educating and helping B2B companies adapt to Internet-driven changes in buying behavior. Todd is the co-author of Inbound Organization: How to Build and Strengthen Your Company's
Future Using Inbound Principles, released in April 2018 by John Wiley & Sons.

In his book, Todd shows leaders how to build their company's future around inbound principles and strengthen the structural foundations necessary to deal with the changes in buyer behavior. Todd helps business owners and leaders understand that mission matters, culture is destiny, and the way their prospects and customers want you to market, sell, and service them is changing, and most importantly, what to do about it.

Quotes

“Your mission and culture must change first. Create a situation where everyone in your company understands what customer focus means, the kind of customer experience you want to deliver, and their role in delivering it.” - Todd Hockenberry

“Your strategy is up to you. How you deliver it to your customers, how you communicate your tactics, and which channels you use should be dictated by your customers. Your customers should determine where you go because those are the channels they use.” - Todd Hockenberry

“Start with value and customers. Focus on them, work backwards from their needs, and then figure out your tactics.” - Todd Hockenberry

Takeaways

01:40 Adapting to internet-driven changes in buying behavior and creating a digital experience from the customer's perspective is crucial for B2B companies.

06:25 Applying inbound principles across the entire organization, not just the marketing team, is crucial for delivering a great customer experience.

13:04 Understanding the customer's business, how they make money, and the outcomes they are looking for is essential for effective B2B sales and marketing.

17:00 Understanding customer needs and providing value beyond just products or services is key to effective B2B marketing.

21:18 Focusing on tactics over strategy and not understanding customer needs are common mistakes B2B marketers make.

Resources

Podcast: Play in new window | Download (Duration: 24:10 — 22.3MB) | Embed

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Filed in: Archive 3: 2018-2020 • Interview • Podcast

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