Specialize to diagnose and prescribe with speed
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- B2B manufacturing specialty
- 17 years
- 3 years with manufacturing
- First HubSpot Platinum in Canada
- His background is in web design and development
- Brought on his partner in 2009 with a marketing/sales background
- Got into HubSpot around 2010
- They were the inbound partner who could build stuff
- They had a technology stack and were horizontal
- Tools became commoditized
- Web design
- Inbound marketing
- Decided to focus more and become specialized
- David C. Baker out of Nashville, TN
- Chose manufacturing niche
- Developed a keen sense of expertise
- They see the same issues and can diagnose and prescribe faster
- Started their own podcast in 2018
B2B sales is still person-to-person."
- Orthodontists
- They spend their own money and they're not sophisticated marketers
- Easy to get clients for them via paid ads to a cost calculator
- Account-based advertising is needed in manufacturing
- How to thrive and prosper in difficult times: double-down on your marketing and outreach
- B2B sales is still person-to-person
- Know that we're in this together
- Be willing to try new things
- You can make big B2B sales in a remote/virtual environment
- We all have the tools we need to thrive in chaotic times
- Help your customers expand their vision and focus through the fog
- The size of the B2B buying committee is growing
- He was selling and servicing remotely before COVID-19
- Companies are waking up to their supply chain vulnerabilities
- The trend is to bring more manufacturing in-house
- 3D-printing is helping them source/develop their own materials
- M&A is going to heat up
- Double-down on R&D and marketing
- A lot of sales and marketing happens before your prospects even reach out to you
- Is SEO dead?
- SEO is more than "a thing to do"
- You need a content strategy
- But the whole point of creating content is to help people
- It's not about gaming a keyword
- It's not just a long tail hack
- It's not keyword stuffing
- Content that succeeds in search also succeeds for people
- Know who you're selling to, what do they need, how can you help?
- You're being looked at now
- The hard close does not work in the complex sale
- Are prospects honest today?
- Inbound needs to be updated
- He is un-gating a lot of content now
- Open it up for account-based targeting
- LinkedIn is awesome...when done right
- You can get on people's radar without being pushy
- He creates his target account list and has them on his podcast
- Co-create content with your leads
- Account-based targeting
- Terminus lets you target a single company
- Reallocate your trade show marketing to develop your ecommerce platform
- Plant your seeds now for a big harvest in the next 6-18 months
Links Mentioned In The Sales Podcast