815: Behavioral Change: Improve Your Marketing and Grow Revenue with Sean Doyle

How do you follow cognitive marketing? What does the middle of the funnel look like? You're not just creating websites to tell the story of your product or service. You're selling to the people in your database who are the most likely to make a sale. Today's marketing via numerous digital tools is very human, relevant, and sales-driven. Determine what the people want and create it for them.

Sean Doyle is the principal at FitzMartin Inc, a leading consultancy focused on sales, marketing, and management services for B2B companies. He is also the author of the book "Shift," which provides practical advice for executives in charge of marketing but not trained for the task. Today, Sean discussed the importance of the "middle of the funnel" in marketing, emphasizing the need to focus on the specific needs of your top 150 prospects rather than casting a wide net. He shared his expertise on using digital marketing tools to effectively communicate with high-value customers throughout the sales cycle.

Quotes

“The science of change is just sales. The act of buying something is a change in your behavior.” - Sean Doyle

“If I've got to give a message to 10,000 people, I have to give a relatively generic message to try to engage a chunk of them. The irony is, the more specific I get, I do exclude more people from the conversation, but I can engage them more deeply.” - Sean Doyle

“It's going to take executive leadership rethinking the building of assets and for sales to trust that marketing knows what they're doing.” - Sean Doyle

Takeaways

04:28 The "middle of the funnel" in the sales process is a critical area that requires a different approach than early-stage marketing or late-stage sales, often involving behavioral science techniques to help move prospects through the decision-making process.

08:02 Focusing marketing efforts on a company's top 150 high-value prospects, rather than a broad audience, can lead to more effective and measurable results.

11:54 Personalized, targeted messaging that addresses the specific needs and pain points of a prospect is more effective than generic, broad-based marketing approaches.

14:48 Effective collaboration between marketing and sales teams, with marketing providing support and tools for late-stage sales efforts, can significantly improve the overall sales process.

22:34 Executives in charge of marketing, but without a marketing background, can benefit from resources to gain a better understanding of the science and practical application of marketing strategies.

Resources

Podcast: Play in new window | Download (Duration: 26:49 — 24.7MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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