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A big hello from Raleigh, North Carolina and welcome to another episode of B2B Marketing & More! I'm Pam Didner. What can I say about 2022? I can sum it up in one word: Great! The great pandemic, the great resignation, the great relocation, the great retirement, and the great stock market crash. Somehow, all of that led to the great reshuffling of our lives. It was exhaustingly great. I moved from the West Coast to the East Coast! I need to do an episode of my experience living in North Carolina one of these days. If you are a listener and a native in North Carolina, reach out and talk to me about North Carolina. I'd love to learn about and understand this state a whole lot more. One of my 2023 new resolutions is to drive around in North Carolina, Charlotte, the Outer Banks, Asheville, Blue Ridge Mountains and more. I can't wait!! I think we all agree that we are somehow go back to a sense of normality in 2nd half of the year. I was on the road for 8 weeks from September to December, speaking at conference, visiting clients and seeing friends and colleagues at different cities. Love to see people in Zoom, but hugging people in-person, it's just lovely! If you're not a hugger I completely understand.   But it's also been wonderful to continue having thoughtful and inspiring conversations here on the podcast. For this final episode of 2022, I'm going to highlight some episodes I think are especially helpful for my B2B peeps and listeners.  So let's get started!   As I mentioned earlier, I love to travel.  So I thought today I'd take you on a trip with me.  It's a sales journey of sorts; but this one includes some special stops along the way.  At each stop an expert guest of mine from the past year will share tips and tricks to help you improve your sales and marketing chops and to reach more ideal customers.   This journey begins with a conversation I had with Carla Johnson back in February. Carla is a marketing and innovation strategist, keynote and author. For her book REThink: Innovation, Carla interviewed her clients to unlock how innovation happens and can continue happening. What she found boiled down to the five steps of what she calls the “Perpetual Innovation Process.” The steps are observe, distill, relate, generate and pitch. What I loved about our conversation is that Carla has found a way to demystify innovation.   It's not solely about geniuses coming up with ideas no one has ever heard of before. Everyone, I mean everyone, is capable of innovating, says Carla, and they can learn from other industries. Like how McDonald's studied Formula 1 pit crews to help their drive-thru teams work better and faster. Carla shared another example from the B2B world:   Carla Johnson: - I have a great friend named Tim Washer and Tim is a comedian. And he's worked with some of the best of the best Conan O'Brien. He was a writer for Amy Poehler on Saturday Night Live Weekend Update, you know, that level of comedian. So he worked, he was a Creative Director at Cisco. And he had a new product launch to do. And you know, like a technology company, you don't think of them as doing amazingly creative and innovative product launches. It's usually an executive or an engineer talking about, you know, the features and all of the new things that customers can do because of this product. But Tim said, “let's do something really different and innovative.” Then he happened to be in a comedy club in New York City one night and the comedian Ray Romano was on stage and Tim kind of sat back in his chair and he really observed the whole audience, not just Ray as a comedian and a performer. But he said, as he watched it, he observed how Ray moved on the stage and he observed the body responses and how people began to lean in as Ray went through his routine and Ray talked about things like family and in-laws and kids and, and all of these things that people could really relate to in a short amount of time, but all through humor. And as Ray got people to laugh, in the audience everybody's emotional wall started to go down. And so as Tim looked at that, all of these things that he observed, he distilled that into patterns--patterns of being able to build relationships very quickly with people that most likely Ray didn't know, and then talking about things that were very familiar. Doing it with humor. And it was this laughter that got people to lower their emotional walls and be willing to hear things that they normally wouldn't hear. So it was those patterns that he related into his work. Now the next step is generate and generating ideas. So now when Tim went to generate an idea for this product launch, he said, “how can we use humor to talk about something that everybody knows, but in a way that gets them to laugh and lower their emotional walls?” And that's how he used humor to do a video for the product launch, which happened to come out right around Valentine's Day. And so instead of having an engineer talk about how fantastic the ASR 9000 router is, he made it into a Valentine's Day video that talked about the ASR 9000 router being the perfect Valentine's Day gift. And you think about putting this router right up there with diamonds and jewelry and flowers…. Pam Didner: It certainly stands out (laughs)! Carla Johnson: Exactly, but because he was able to tell the story of what he observed, the patterns he noticed, how that related into the work, how that generated his idea, that was his pitch. The pitch is actually to go back and walk through each of these steps and you have a natural story structure to it.   That's Carla Johnson. Love her! To learn more about innovation and how teams can move on if they get stuck in the process check out the full episode. I'll put a link in the show notes.   So, building off my conversation with Carla, let's say your company has come up with a fantastic product, service or upgrade. Your marketing time has come up with great messaging, collateral, and a plan. Now, it's time to get the word out and sell it to your customers.   In today's marketing world, a big part of advertising is digital ads. Of course there are a lots of options: FaceBook, Instagram, Twitter, you name it. Back in June, I reached out to AJ Wilcox, to talk about his specialty: LinkedIn ads. He told me he likes LinkedIn because you can target your pay ads to people with specific job titles, at specific companies, in specific regions. That means you can target your ideal customer.   But when AJ and I spoke we agreed that's only one part of the equation. Pay ads (on ANY platform) campaigns also need to be set up to help you learn more about customers. So that means avoiding one-and-done ad campaigns.   AJ Wilcox: It's really important on any channel to make sure that you generate enough data, that you can tell whether or not something's working. And if you go in and just spend the very minimum that you can on LinkedIn, which is $10 a day...    Pam Didner: Don't bother.    AJ Wilcox: If the $300 in a month, that'll give you a handful of clicks; you will not be any closer to finding out if it's a channel that works. So what I recommend is if you're going to approach LinkedIn Ads, don't do it with less than about a $5,000 per month budget. And so many small businesses can still afford that, but I'm assuming some listeners will be like, "Man, I don't have that." So if that's your case, as well, what I would recommend is just make sure that you are set to spend $5,000 before you shut it off. So if your budget is only $1,500 a month, great, just make sure you are running it for at least three months before you make the decision to cut it or increase.    Pam Didner: The other question I want to ask, which is kind of on top of tha,t as well. If you do have $5,000, how long should you run? Of course, you're going to say as long as possible, but minimal level?   AJ Wilcox: Yeah, for me, advertising is very much a linear process. You're going to spend money; you're going to get impressions. And then those impressions are going to turn into clicks. And then a certain percentage of those clicks will turn into conversions. And then a certain number of those conversions can become sales qualified or marketing qualified leads. A certain percentage of... I mean, I'm preaching to the choir here, but for me it depends on what level of surety, the level of confidence that you want.    Pam Didner: Got it.   AJ Wilcox: If you just want to find out, what is my cost per lead from this channel going to be? Yeah, you could spend for two, three months and go, "Oh, looks like my cost per lead is— .”   Pam Didner: Okay. I got some baseline. Yeah.    AJ Wilcox: Yeah, exactly. But if your goal is to find out what is my ROI from LinkedIn Ads? Yeah, you're going to have to look at how long is my sales cycle and how long does it take us to nurture these leads to close? And maybe you're going to be in this for two, three, four years before you have statistical significance around that data. So it really is up to you, but I would say if you are running against Facebook ads, hands down, Facebook ads is always going to be a lower cost per lead because the cost per click was cheaper. But when you follow that into your CRM, you look further down the sales cycle, you're going to find that, wow, because LinkedIn's targeting was so good at getting the right people, even though we're paying more for it, by the time you're looking at your cost per sales qualified lead, or your cost per proposal sent, or your cost per closed deal, all of a sudden LinkedIn looks really good compared to Facebook. But so many people were scared off by it because of the initial high costs that they never gave it a real chance.   I was speaking with AJ Wilcox who specializes in running LinkedIn pay ads.   He also shared some dos and don'ts about setting up campaigns in LinkedIn, so be sure and check out the full episode.   As we continue on this year-end episode of B2B Marketing & More, let's continue on our journey to: sales! You know I'm all about effective Sales Enablement and helping sales and marketing teams work together. Having worked along side-by-side with the sales teams for many years, I know there are some particular challenges they face—especially if they're tasked to bring in more contracts.     So back in March I checked in with Ryan Staley, a long-time sales professional and the CEO and founder of Whale Boss to talk about what it takes to land a deal. In the conversation I asked him about common mistakes sales teams make when they approach a potential customer.   Ryan Staley: One of the things that a lot of companies where people focus on are sales reps or sales leaders is like, “Hey, the ROI for the company is this. They're going to save millions of dollars are going to do this.” But one of the things that they forget is, okay, how is that individual person evaluated? Like what kind of KPIs are they evaluated with? You know, at the end of the year, when they sit down with their boss and you're just finished, are they going to get a bonus or are they going to get demoted? And did they hit on what they were supposed to? So that's the tangible business side of it. But then also it's like, what does that solution going to do emotionally for that person that you're selling to? Because logic is how people make decisions. Emotion is what creates action. And so those two kinds of triggers are key things to look at when you're trying to work and sell. So I would say that's number one. Number two is just ask really, really good questions. Okay? That's one of the advantages that sales has over marketing. We can physically talk to the people, versus like looking and getting feedback from communities and social. You can actually talk to the people and ask them specific, tangible questions on the outcomes they want, what's bothering them, all those details. So I would say just being a ninja at asking really, really good questions that are thought provoking and that make people question thoughts that they've had previously. Pam Didner: So what if you're trying for a corporate client and you can't get in there for the one-on-one to ask questions? and have to go in cold? Ryan Staley: So there was a deal that my team was working and the reps were full cycle. And so they had a prospect. Um, they didn't have like an SDR team or we didn't have any marketing support. So they had to find a way to get into these really, really big Fortune 1000, Fortune 500 companies. One of the companies that are trying to get into was Walgreens and Walgreens is like Fortune 10. So they're even bigger than big. Right? Well, what happened was Walgreens has recently merged with Boots--this was maybe four years back. They just merged with Boots and their CEO and chairman identified in their press release that one of the number one priorities and outcomes from the merger is gain quote-unquote “synergies”; where they're going to get $500 million in synergies from merging the companies. And what they were saying basically is they're taking $500 million out of the business in costs. So one of the levers we hit on to get in there was to link to that initiative that the CEO was talking about— Pam Didner: Because it's top down, it's coming from the management. It's top down. Ryan Staley: Exactly, exactly. And so, so that's a good example of how to hit on that. You could look at 10K's. You could look at other financials if you want on that; the letter to the CEO in the annual report is great. Obviously that doesn't scale for small-to-medium sized companies but for big, big deals that's what I would recommend. Ryan Staley is founder and CEO of Whale Boss. When we spoke he also shared ways to develop rapport quickly with a potential client, so check out the full episode.   Connecting to potential clients through a sales team is one way to reach new customers or re-establish past relationships; but another approach I like is marketing through thought-leadership. It may not be as direct and immediate as pay ads, but it's a long play which is sensible with B2B companies with a long purchase cycle. Use content to influence your customer's point of view about specific products or technologies.   When I thought about addressing this topic in the podcast, I knew I had to talk with Erika Heald. She's a founder and the lead consultant at Erica Heald Marketing Consulting, where she helps SaaS startups, specialty food companies, and many others. She told me, too often, thought leadership can feel like a “one-way blast of information coming from a brand.”       Erika Heald: For me thought leadership is when you're putting those unique perspectives from leaders within your company out there in the public on a regular basis through various types of content. So it can be everything from blog posts, to eBooks to public speaking engagements, podcasts, all of these different avenues. But the key is people who are subject matter experts and having a point of view. And this is for me where I see the biggest kind of issues come up because frequently--and not to disparage PR agencies--but frequently you will see thought leadership as a couple of slides in a PR presentation, as you know, “oh, hey, so for this month, here's the thought leadership” and it's a couple of catchy headlines with your CEO's picture next to it. And it's like, “well, that's all great, but they're not necessarily thought leadership.” A lot of times they're tied into the PR campaign or what have you, but they're not really focused on that human being and their experiences and sharing them with people in a meaningful way. And from my perspective, you have to have that involvement with that thought leader and have that unique perspective and point of view that they're willing to share. If they're gonna just tell you everything that you already read in HBR that month, that is not going to work because people want something authentic and real. Pam Didner: If they know specific topic or field, very, very well, they can help other people to learn or provide some insights that say other companies or competitors cannot provide. That's also a sense of a thought leadership. Is that correct? Erika Heald: 100%. You know, thought leadership is not limited to your C-suite. If you're only putting your CEO out there or the other folks who sit on that same floor--you know, if you have a physical headquarters anymore. Realistically, some of your best thought leaders are going to be those folks with deep subject matter expertise that know a lot about your customers or who used to have jobs that are the same jobs that your ideal customers have. They're going to be those people who deeply feel the pain and the challenges that your customers have everyday. Those folks are gonna be fantastic thought leaders and have so much to offer out there. So I definitely encourage folks to look a little bit more widely at who could be part of their thought leadership programs.   That was Erika Heald. If you struggle to identify thought leaders, Erika has some good tips in this episode. We also talked about how to juggle when multiple teams play a role in communicating thought leadership. That's a tricky one, so check out the full episode.   And again, links for all the episodes I featured today are in the show notes.   Thanks for taking this journey with me today. These experts have some fantastic tips and tricks to help you and your company innovate, advertise, sell and educate. I'm always here if you have questions about B2B sales and marketing, so don't hesitate to reach out. Happy Holidays and see you on the other side in 2023. Take care. Bye!

Colin Quinn (comedian, actor, author, former Saturday Night Live "Weekend Update" host) stops by to discuss the science of stand-up and his journey toward sobriety. He takes us through his comedic evolution, from heckling teachers in school to pursuing comedy full-time after getting sober. Colin opens up about his unrecognized issues manifesting during his time at SNL, his experiences with jungian therapy, and his belief in purgatory. Mayim and Colin discuss sensory reactions to comedic timing, comedic sensibilities informed by demographics, and the consequences of ego.See Colin Quinn on Tour: http://colinquinn.com/BialikBreakdown.comYouTube.com/mayimbialik

Issue # 119... 2019 Survivor Series ReviewOur host Casey Corbin is in the middle of a 2 month comedy tour and he takes the time to call his roommate Jeff McEnery so the can review this years Survivor Series. Casey talks about working with a former Saturday Night Live Weekend Update anchorman and if he could get him on the show, what would they talk about. Also discussed is the Broken Skull interview between Stone Cold and the Undertaker. Finally the roommates get to the Survivor Series, breaking down matches, discussing red lighting during matches. Kevin Owens teasing a heel turn, Is the Yes movement coming back? The men's 3 way 5 man elimination match. Did Walter go out too early? Was the match too long and how did the women do in the main event? All this and so much more. So spend a bit with us here on Talk'N Wrestling, where wrestling and comedy collide!!

-Jasmin and Mariann talk about the recent hilarious, animal-friendly Saturday Night Live "Weekend Update" segment about Pigcasso. If you haven't seen it yet, it's a must-watch. They also get very excited over this week's bonus upcoming bonus content with Joni Marie Newman. -Jasmin talks to Dotsie Bausch about her inspiring personal journey, and her latest initiative: the disruption of the dairy milk industry through an athlete-driven movement called Switch4Good. Learn more at switchforgood.org (11:00). -Mariann brings us Rising Anxieties from around the world including more anxieties over Jasmin's interview with Cory Booker (49:20).

Comic and Saturday Night Live Weekend Update co-anchor Michael Che joins Matt and guest co-host Jamie Crowder in-studio to talk Mayweather vs. McGregor, getting on SNL, and the art of stand up comedy. Then, Justin Gaethje calls in to talk about coaching on Season 26 of The Ultimate Fighter, his electrifying Octagon debut against Michael Johnson, Ferguson vs. Lee for the interim UFC Lightweight title, and more. Finally, TUF 26 competitor Nicco Montano talks to the guys about the experience in the TUF house, training at FIT NHB in Albuquerque, her Native American heritage, and a lot more. Plus, Matt and Jamie discuss some recently announced fights.

This week we review M. Knight Shyamalan's new hit thriller "Split," starring James McAvoy. We also discuss the possibility of a Saturday Night Live Weekend Update spinnoff show, and at the end of the program we review from Netflix the documentary "Drunk Stoned Brilliant Dead: The Story of the National Lampoon." Split trailer Drunk Stoned Brilliant Dead trailer  

Dennis Miller was voted best Saturday Night Live "Weekend Update" anchor & he's giving up the trade secrets that made that happen! He's speaking candidly about his SNL audition & gig, the MTV Movie Awards, what really ended his 2-year run on NFL's Monday Night Football, why he loves Johnny Carson, the comedy advice he got from WWE's Vince McMahon, and why he's possibly voting for Donald Trump.

It's a blast from the past for the Nerd, as his old art school buddy, writer and co-producer for Saturday Night Live's Weekend Update, Scott Weinstein, makes an appearance on The Jock and Nerd Podcast! Rugboy joins in on the fun as the gang reminisces about their college days, the Nerd tells a revealing story... The post JAN 033: Catching Up With Scott Weinstein, Co-Producer of Saturday Night Live Weekend Update (08/24/2015) appeared first on The Jock and Nerd Podcast.