Marketing Study Lab - Actionable Marketing Knowledge Peter Sumpton

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Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81  LMS Collective Facebook Group: https://www.facebook.com/groups/LMSCollective Intro This week I had the honour of chatting to Louisa van Vessem in her LMS (Learn Motivate Succeed) Collective Facebook Group (link is in the show notes if you fancy joining) about the Customer Journey, one of my favourite topics. It’s so important as todays journey is sporadic and anything but linear as it has been in the past.
You may remember Louisa from episode 35 (https://marketingstudylab.co.uk/episode-35-the-time-terrorist-and-money-laundering-louisa-van-vessem-va-workflow-virtual-assistant/) where we chatted about how VA’s (Virtual Assistant) can help you run your business and claim back some of your most valuable asset… time!
In this episode we cover; - The customer journey - How to map your own customer journey - The importance of knowing your touch-points - And I’ll be hopping on my soapbox a few times (soz in advance)
Watch the episode video: https://youtu.be/-8DridnBtT8 
Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 
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Guest and Episode Links Doug Marshall Website: https://www.achieveb2bmarketing.com/  Twitter: https://twitter.com/dougsmarshall  LinkedIn: https://www.linkedin.com/in/dougmarshalllinkedin/ 
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 
Intro For the majority of Marketers, they will find themselves within the B2B (Business to Business) Marketing space rather than B2C (Business to Consumer), but as we all know there are many blurred lines here in terms of the strategies and tactics we should be using.
Enter Doug Marshall the MD of Achieve B2B Marketing a company well within the B2B space when it comes to strategic planning and marketing communications. Doug has a wealth of Marketing experience, with a background in the publishing industry rising to Group Head of Marketing before becoming a Marketing Consultant.
In this episode we cover; - The difference between B2C and B2B Marketing - What you should focus on first - The details behind a Marketing plan - The biggest frustrations within B2B Marketing
Watch the episode video: https://youtu.be/xjJSsJa8eyM 
Takeaways Top Tip It sounds crazy that some companies don’t consider this, but when you are entrenched in something sometimes it’s hard to see above it. When Doug stated that you need to ask the customers what they want!, it made perfect sense. Our businesses are there to solve a problem and we need to know what problem needs solving the most!
Favourite Quote ‘Think of the emotions someone in the B2B space is going through’ and it’s so easily missed as we often see B2B as transactional, but there are still people involved here, real, physical people and we can’t forget that. Get to know them as well as you know the business as you’re selling to them, not to the business.
And Finally, the Most Important Takeaway from this Episode We’ve got to remember that measuring and monitoring our activities is fundamental for future improvements and success. Using the NPS (Net Promotor Score) and review sites provides a really good overview of how well a company is doing from both the qualitative and quantitative. Do this over a period of time to see trends and patterns to help you in the future.
Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

This is a recap episode with one of my first ever guests, but an important one - PR Smith, creator of the SOSTAC Marketing Planning System.

Why so important?

SOSTAC is one of the most important and fundamental models that I promote and actively use. Basically, if you are in Marketing and don't know or use this model.... are you REALLY in Marketing?

No. The answer to this is NO.

For further information on this episode, check out the show notes:

https://marketingstudylab.co.uk/episode-10-sostac-pr-smith-paul-smith/

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 
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Guest and Episode Links Richard Moore https://therichardmoore.com/  https://www.linkedin.com/in/richardjamesmoore/  richard@therichardmoore.com/ 
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81
Part 2 of 2 Just a quick reminder that this is part 2 of a 2 part chat with Richard Moore and how to Master the Sales Process. If you haven’t already, check out the first episode from last week.
Last week we ended by talking about how using video is a much better way of communicating than using the standard telephone (they still exist I’ve been told). Now let’s get back to Richard and all things sales.
Watch the episode video: https://youtu.be/9YTc1TY6YuA 
Takeaways Top Tip Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if it’s your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.
It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.
Favourite Quote If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.
Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.
And Finally, the Most Important Takeaway from this Episode Take note. Content forms gravity. Powerful words indeed. You need to build you bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the more your ideal clients will start to notice you and gravitate towards you.
Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links Richard Moore https://therichardmoore.com/  https://www.linkedin.com/in/richardjamesmoore/  richard@therichardmoore.com/ 
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 
Part 1 of 2 Just a quick note that this is part one of two of this interview with Richard Moore. He provided so much value that I decided to chop him in half and serve him up over two weeks for you. And now that odd and a little scary intro. Here’s Pete with the official intro and remember to subscribe to the podcast so you don’t miss part two next week.
Intro Sales and Marketing, two opposites. But opposites often attract and in this case they should and do. I always like to think about sales as the end result of good Marketing and I stand by that.
That said, understanding the sale process, how it can work in tandem with Marketing can be the difference between closing a sale and getting the door closed on you.
It’s about time we put some clarity around this and who better than Richard Moore, or The Richard Moore as his domain names states.
Richard has gone from 60-hour work weeks in the City of London to setting up his own business to help others gain momentum as they launched their own.
Richard also runs a weekly live Q&A and creates courses such as Basics of Sales and his flagship product: the LinkedIn Client Accelerator programme and has been featured in Forbes, The Huffington Post, Inc, Thrive, Influencive as well as on podcasts just like this.
In these episodes we cover: - Getting into the right mindset - Gaining the attention of the RIGHT clients - Warming-up leads - Dealing with objections - Closing the sale - What to do next?
Watch the episode video: https://youtu.be/9YTc1TY6YuA
Takeaways Top Tip Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if its your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.
It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.
Favourite Quote If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.
Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.
And Finally, the Most Important Takeaway from this Episode Take note. Content forms gravity. Powerful words indeed. You need to build your bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the...

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links Stacey Brown Randall  https://www.staceybrownrandall.com/  Take the Ninja Quiz: https://www.staceybrownrandall.com/quiz 
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 
Intro Referrals, no matter how much we like to think that our own communications tactics alone is what will drive our success, this type of Marketing can be very successful. We all know how much word of mouth and the opinions of others can influence our decision-making process, so if we can have some sort of control over this, some way of building a referral system, then surely this would be a long-term tactic that will pay off.
Enter Stacey Brown-Randall. Stacey teaches small business owners and sales professionals how to generate referrals without asking, without the dark arts of manipulation and even through being your authentic-self. Why should we believe her? Because this is how Stacey built her own business up and now she’s here to walk us through the Referral Ninja Master Framework™.
In this episode we cover; - Old school referral tactics and why they don’t work Go through the 6 integral elements to a great referral strategy: 1 - Laying the ground work 2 – Referral source identification 3 – Building a referral experience 4 – Planting those referral seeds 5 – Planning and implementation 6 – Tracking results and improvements - And explore the mentality of play the long game
Watch the episode video: https://youtu.be/RnKsqNb_1aQ 
Takeaways Top Tip Stacey mentioned ‘referral seeds’ which are the touch-points where consumers come into contact with your business. I’m a huge fan of knowing and understanding your touch-points and improving these to improve your overall referral success rate.
Favourite Quote When Stacey looked back at the old school tactics getting referrals which were ‘you have to ask for them…. You have to pay for them… You have to be overly promotional or gimmicky’ which can lead to the falsehood of viewing these as the only tactics that work. Don’t let that happen!
And Finally, the Most Important Takeaway from this Episode If you want to improve your referral rate, think of the quality not the quantity. If you do this, you’ll see your closing ratio improve. So, let’s start to put some thought behind our referral tactics.
Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License