Outcome Studio Podcast - Marketing & B2B Technology Talk
33 episodes - English - Latest episode: over 3 years ago - ★★★★★ - 3 ratingsHelping traditionally-minded sales and marketing pros become relevant by demystifying trending digital approaches. Why? To build stronger customer relationships. We also help curious, non-technical people talk the talk in B2B information tech and software.
Hosted by Aaron Abodeely, a curious tech marketer and sales leader, who had a breakthrough when he learned about how tracking pixels, marketing automation, and simple video communications actually augment human interaction with potential customers and users, not detract from it.
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Episodes
031: Create More Engaging Marketing by Actively Aligning Stakeholders Upfront with Eric Eicher and Bryan Kryder
October 10, 2020 01:45 - 57 minutes - 53 MBEric Eicher and Bryan Kryder are co-founders of Right Hand, a marketing agency based in Indianapolis, Indiana. I invited them on to share their framework for actively aligning stakeholders, such as executives, marketing teams, and sales leaders, to have a common language and goals for marketing campaigns. This ultimately saves teams time and gets better engagement from buyers. They learned this framework after years of making videos, websites, and campaigns that didn't "work" because strateg...
031: Aligning Stakeholders Upfront for More Engaging Marketing Content with Eric Eicher and Bryan Kryder
October 10, 2020 01:45 - 57 minutes - 53 MBEric Eicher and Bryan Kryder are co-founders of RightHand, a marketing agency based in Indianapolis, Indiana. I invited them on to share their framework for actively aligning stakeholders, such as executives, marketing teams, and sales leaders, to have a common language and goals for marketing campaigns. This ultimately saves teams time and gets better engagement from buyers. They learned this framework after years of making videos, websites, and campaigns that didn't "work" because strategy...
030: Enabling IT Channel Partner Success and Revenue with Good Marketing Execution with Brent Patrick
September 15, 2020 11:46 - 43 minutes - 39.9 MBBrent Patrick is Senior Marketing Manager at Scale Computing. He's responsible for Channel Marketing and Marketing Ops. This includes sales handoff and sourcing leads for the Account Development reps. In Episode 030, we discuss how agile marketing in 2020 has allowed their partners to increase revenue during a tough economic climate. Brent's holds certs in Pardot and the SiriusDecisions B2B Marketing. Certs help him think outside the IT industry, enabling good marketing execution with speed ...
029: (Part 2 of 2) Why Technical Aptitude Sets You Apart in IT Sales, the Human Impact of Tech with Jasmine Morris
September 04, 2020 16:39 - 37 minutes - 34.6 MBJasmine Morris and I had blast in Part 2 talking about selling IT solutions to customers in 2020, especially when many sellers have had to execute from 100% inside and marketers have been 100% digital. Jasmine highlights how she doubled down on existing customers by helping them think about their future-state (which has been accelerated in 2020). We also touch on how getting technical certifications has helped Jasmine's confidence and ability to be a holistic seller (Tech, Business, and Huma...
028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results
September 03, 2020 16:48 - 25 minutes - 23 MBJasmine Morris is an Account Manager at CBTS, selling IT solutions to small and medium-sized businesses in Indiana. She's also the Creative Director at Indy Black Millenials, and she's getting her MBA in Information Technology and has worked on a handful of sales engineering certifications. In Part 1 of 2, we talk about Jasmine's work in the black community outside of work and how it has made her a more human, grounded professional. We discuss her lived experience as a black woman in tech.
028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results with Jasmine Morris
September 03, 2020 16:48 - 25 minutes - 23 MBJasmine Morris is an Account Manager at CBTS, selling IT solutions to small and medium-sized businesses in Indiana. She's also the Creative Director at Indy Black Millenials, and she's getting her MBA in Information Technology and has worked on a handful of sales engineering certifications. In Part 1 of 2, we talk about Jasmine's work in the black community outside of work and how it has made her a more human, grounded professional. We discuss her lived experience as a black woman in tech.
027: Salespeople as Content Creators, Selling 100% Through the IT Channel with Zach Broome at Procurri
August 06, 2020 11:37 - 38 minutes - 34.8 MBZach Broome is a Channel Partner at Procurri and he's produced over 30 videos on his "Procurri Zach" YouTube channel. Zach has now been in channel sales in the IT data center and infrastructure industry for almost six years, and for the past two years he's found that making video content as a salesperson keeps his relationships strong during long deal cycles. If you work in sales or marketing at a VAR, MSP, Solution Provider you'll enjoy this episode. Zach's role at Procurri helps IT Solut...
026: Mindset Discussion with Mentor Casey Patrick O'Connor
June 29, 2020 11:07 - 50 minutes - 46.3 MBCasey Patrick O’Connor is the Owner of Can Do Can Teach ( CanDoCanTeach.com ). He is also a mentor of mine and was one of my first managers right out of college when I worked in Sales and Tech Support at GoDaddy. Casey took what he learned after working at GoDaddy as a Leader in Customer Care for 14 years. He’s an ultra-marathon runner, volunteer firefighter, and helps small business owners and unemployed get better traction with their professional endeavors. At CanDoCanTeach.com he...
025: When to Use Podcasting & Events to Build Impactful Relationships with Aaron Watson
November 11, 2019 13:18 - 53 minutes - 49.4 MBWhen do I use podcasting or branded events to get ROI versus make relationships? How do I use LinkedIn to distribute my media if I'm in a B2B business model? Who is best for starting a podcast? Should I be doing video, events, or podcast? What's the strategy for sourcing podcasts guests? Aaron Watson, CEO of Piper Creative, host of the Going Deep with Aaron podcast, and creator the Going Deep Summit discusses all this and more with us on Outcome Studio Podcast episode 025. Show highlights:...
024: Being the Best You, Finding a Mentor, and Growing Confidence with Seth Thompson and Kyle Steele
October 28, 2019 17:41 - 53 minutes - 49.4 MBThis episode highlights that being a fearless professional can be easier with a confidant or mentor. Occasionally, we luck out and get a company that invests in our training and us as a person. We might get a perfect boss. Other times, bosses don't help us grow. Our companies might not gel with our styles. What if our management doesn't have the bandwidth to help level us up? Can a peer mentor you? Can you proactively seek out a mentor? Should you find that individual who's learning an...
023: How IT Solution Providers Use Marketing Content to Speed Up Sales Cycles
July 16, 2019 16:36 - 40 minutes - 36.7 MBWhy should IT solution providers and manufacturers invest in content specific for buyers or verticals, even if it's a core piece of content once a quarter? In the world of IT, solution providers have access to partner portals with great content. However, when the content is blanket and generic, is the content actually valuable to the customer? Do buyers "glaze over" it? In this episode, Greg Hammer, Director of Agency Services at IMS360 walks us through why a Field Marketer or a Solution p...
022: 4 Part Formula for the IT Channel to Drive Better Buyer Attendance - Tips for List Building, Email, Phone, and Social
July 01, 2019 13:31 - 23 minutes - 21.8 MBThere are 4 main parts to a successful outbound campaign: List Optimization, Email, Phone, and Social Media. Sure, you could argue paid media might also fall into this as a channel, but let's stick to the basics. This episode 022 with Blake Johnston, CEO at OutboundView, is less focused on messaging and more focused on reducing friction within the tools and channels that help us have conversations. There is a category of technology called "Sales Acceleration" tools that the IT Channel needs ...
021: Software Engineering Concepts for Business People, Facing Impostor Syndrome with Jason Lestina
June 17, 2019 17:57 - 1 hour - 57.3 MBJason Lestina is a marketer turned software engineer. On episode 021 he walks us through the fundamental concepts in software engineering that sales and marketers need to understand when selling at a software company. We discuss Customer Success and development, agile, product management, and what tools developers use like GitHub and Automation. We hit on Jason's background. We discuss how working in Retail management and computer graphics early in his career moved him into IT Marketing, whi...
020: Power of Storytelling in Software, Managing Perceived Value with Kyle Lacy
June 05, 2019 18:59 - 44 minutes - 40.9 MBKyle Lacy is the VP of Marketing at Lessonly, a high-growth, venture-backed enterprise learning software. He is the author of 3 books and he did over 100 speaking engagements around the world between 2012 and 2014 when he was at Exact Target (now Salesforce Marketing Cloud). We discuss ego, your perceived value, storytelling, and using event marketing and personal branding to build meaningful connections with both buyers and peers. Show highlights: 06:00 - Kyle's music background made hi...
019: Value of Industry Expertise and Leveraging Video as a Sales Rep with Nathan Leary
May 01, 2019 19:50 - 31 minutes - 28.9 MBNathan Leary is an IT & Cybersecurity Sales Pro based in Austin, Texas. He is the host of Security + Brews Chat, which is a video series about actual IT problems. He has conversations with IT professionals over coffee, which positions him as an industry expert and a content creator. We discuss his early sales career, how he accidentally fell into IT (and loved it), and how he thinks about video, personal branding, and sales teaming with marketing to really add value to his buyers in the sale...
018: Answering Questions for Buyers with LinkedIn Videos in IT and Telecom Financing with Seth Thompson
April 03, 2019 15:24 - 1 hour - 59.3 MBImportance of sales reps answering buyer questions, on video, and then distributing the video on LinkedIn to engage buyers in a way that builds trust and sets appointments over time. Show highlights: 07:00 - Seth Thompson's thoughts on majoring in communications studies. Also part of Powerlifting club. How University of Iowa and athletics made Seth the professional he is today. Valuing intellectual and physical strength and persistence. Not going to get quick wins because guaranteed result...
017: Helping Buyers Access Valuable Marketing Content via Personalized Outbound with Blake Johnston
February 15, 2019 18:17 - 47 minutes - 43.9 MBShow highlights: 05:30 - Blake's background, talking about how he did eCommerce around college and mastered it. Then took sales role and realized that he liked marketing just as much as sales. He loved the new customer part. He also describes why enterprise outside sales is a tough role when it comes to closing deals. 11:00 - B2B vs B2C, and why B2C marketing is harder. We take a quick sidebar into eCommerce affiliate marketing and why it's a good side project for any B2B marketer. We als...
016: Understanding Buyer Problems as an Industry Expert for Sales Success with Shane Healy
February 07, 2019 23:18 - 53 minutes - 49.1 MBShow highlights: 01:00 - Shane Healy talking about what got him interested in enterprise software, sales, and marketing. He introduced automation to a job that allowed him to do other work instead of manual processes. 05:00 - Using an alumni network and LinkedIn to get a job. 09:00 - How did college athletics make Shane successful in the Account and Sales Development Representative (ADR or SDR) role? Practice and constantly working on your craft as a baseball pitcher takes a lot of work...
015: Marketing Planning, Budgeting, and Getting Sales ROI for Small and Medium Sized Growth Companies with Brian G. Bauer
January 30, 2019 14:36 - 41 minutes - 37.9 MBShow highlights: 04:45 - Brian Bauer background in online marketing through the 2000's, broadcast television, to now working with new entrepreneurs and small business owners. 08:00 - Challenges business owners are facing. His segment is focused on under $10 million total annual revenue, with the vast majority of companies being a couple $100k to the low millions ($2-3 million). They have small marketing budgets and typically don't have staff focused on marketing. Business resolutions are ...
014: A Culture of Getting Results with LinkedIn and Video in the Sales Development Process with Jeremy Leveille
January 11, 2019 04:54 - 1 hour - 63.2 MBShow highlights: 03:00 - Intro, Jeremy got interest in Sales and Marketing wanting to start in sports broadcasting, got internship, which turned into helping the sales team at the radio station. He gets success by being unique in his SDR persona, and in honor of his sports background he wears throwback sports jerseys. This has become part of his personal brand to be memorable to his prospects today. 06:30 - Jeremy regrets not focusing on business classes because the business acumen for sa...
013: Alcohol, Accountability, and Authenticity - Discussing the Pressures to Drink for Young Sales Pros with Tucker Hood
December 05, 2018 15:49 - 45 minutes - 41.6 MBShow highlights: 04:30 - Intro to Tucker Hood, Account Executive at Sigstr. 09:50 - Creating video for LinkedIn as a sales rep at the seat at Sigstr, both providing sales advice and sharing thoughts on personal development and leadership. 12:30 - Tucker sharing his battles with alcohol on LinkedIn, being 6 months sober. 16:30 - How Tucker handled social pressure to not drink, and what sources of inspiration/ mentors helped him quit alcohol 19:30 - Does publicly sharing problems with...
012: Demand Thinking - Good User Experience is Emotional and Social with Joel Smith, Joshua Mitchell, and Sundaresh Ramanathan
November 28, 2018 20:25 - 1 hour - 61 MBDemand thinking in user experience is beyond a function. It's emotional and social. Show highlights: 02:40 - Sundaresh shares a story about app development designed in "engineering brain" versus "user centric brain" 05:30 - Joshua Mitchell talking about his background in User Experience versus just making "a prettier internet" (in the words of Joel Smith) 07:30 - Joel Smith origin story, got his start by creating a small web hosting company, and moved to marketing side 11:00 - The s...
011: Why Sales Reps Need Personal Brands, Plus Challenging the Predictable Revenue Model with Jake Dunlap
November 14, 2018 14:31 - 42 minutes - 38.7 MBShow highlights: 04:00 – Jake Dunlap CEO of Skaled meeting Gary Vaynerchuck and working with Vayner Media. 06:30 – Background sales and cold calling in 2003, working in Sports and HR to learn cold calling. Working in Sports and sales. 09:40 – Grown up sales process and machine at career builder, don’t do it your own way but rather follow process company gives. Do the best practices! Don’t get creative when you don’t have to. 13:15 – Executives having challenges with looking at new KPI...
010: Software Code is the Future Language of Business with Syed Tasin Ahmed
November 13, 2018 15:38 - 43 minutes - 39.8 MBShow highlights: 02:45 - Intro to Syed Tasin Ahmed, how meeting Les Brown recently affected Syed's life, his outlook on helping the world by teaching code 10:15 - About Bright Path Technology, and Syed's background with software development starting at the age of 14 years old after immigrating from Bangladesh. How he is helping students with his courses 21:15 - Syed making better software products for users, his background with enterprise software applications and the ROI of using data ...
009: How to Strategically Amplify Digital Media by Knowing and Targeting Your Buyers with Ryan Smith
November 08, 2018 03:02 - 1 hour - 58.6 MBShow highlights: 01:00 - Intro Ryan Smith, president of Leap Amp media and brand amplification agency in Indianapolis. Started in Marketing in PR in Indy Car Racing. Why working for nothing to learn your craft early is important 23:00 - Pros and cons of B2B digital amplification driven by conversion, due to sales culture creating toxic top of funnel marketing awareness relationships 33:00 - Market research, how to do it, why it is important for brands strategically to tell a story that ...
008: Marketing IT to Government and Public Sector in the Digital Age with Lou Anne Brossman
October 10, 2018 15:34 - 49 minutes - 45 MBNew to government marketing? We talk about the specifics of government marketing, blending traditional with digital, and how to message and distribute that message to government buyers. Our guest, Lou Anne Brossman, has over 30 years of public sector government marketing leadership experience gained while working for some of the leading companies in the market (Juniper Networks, immixGroup, EMC). She is a sought-out speaker on Government Marketing Best Practices and is well recognized for ...
007: IT Channel Marketing - How it Works, Why Solution Providers Exist, and Trends for Partner Enablement with Dan Mott
September 26, 2018 21:22 - 52 minutes - 48.2 MBPart 1 – About Dan Mott, Lifelong Learning and IT Channel Marketing Basics 01:15 – Dan Mott as a person; his background following influencers like Seth Godin, Gary Vaynerchuk, Tim Ferriss to fuel his addiction to lifelong learning, tacit knowledge 07:05 – Back to college, how did Dan get into marketing and IT focused industry with no background 11:00 – Intro to his role as Director of Marketing at A Fluent Vision 13:00 – What is IT marketing and the channel: manufacturers, distributors,...
006: Targeting with LinkedIn Paid Ads - Deep Dive with Kallie Bonnell
September 20, 2018 12:36 - 56 minutes - 51.5 MBShow highlights: 02:45 - Kallie's backstory with degree in marketing, consulting for small business, working at agency, and working at a global enterprise organization 07:00 - What did she learn from working at each: consultant for SMB, agency world variety, or global enterprise organization, what are the differences and what did Kallie prefer? Different types of accounts and different size budgets and resources 10:45 - What is global commercial marketing in her experience? Planning, e...
005: Emerging Tech Sales Pros Round Table
September 13, 2018 18:17 - 59 minutes - 54.3 MBLead and Sales Development (LDR, SDR, BDR, ADR, etc.) is a dedicated functional area in B2B Tech. And, the trend is that this job function is moving from sales to marketing. Our three guests today started on the Tech scene 2 years ago and have each seen promotions since. Listen to get their take on why tech is exciting, trends they are observing, and what leaders and marketers can do better to help sales folks succeed. Show highlights: 00:35 - 3 reasons why junior tech sales reps with two ...
004: Building Real Relationships and a Qualified Audience on Instagram and Beyond with Miranda Allen
August 24, 2018 15:22 - 50 minutes - 46.3 MBShow highlights: 00:45 - Quick clip of Instagram influencer Miranda outlining advice for why 20,000 followers DOES mean sales 04:43 - How a hobby led to starting a business and helped Miranda gain expertise with Instagram 06:48 - Balancing sharing personal life with your business brand for building real relationships and trust with your community 09:35 - Instagram is working for small businesses, and why, especially for B2C (businesses selling to consumers, versus other businesses) 11:...
003: Definitions in Data Science and Artificial Intelligence with Sundaresh Ramanathan
August 24, 2018 15:16 - 37 minutes - 34.6 MBShow highlights: 00:30 - Artificial Intelligence beats world champion Go player, in the eyes of Henry Kissinger, article is from The Atlantic June 2018 05:00 - Advances in IT infrastructure (compute and storage) makes AI possible 10:00 - Conflating AI and Machine Learning as a common mistake 17:30 - Marketing personalized with AI, going beyond machine learning for tailoring to your audience with content 20:45 - Ethics and adoption of AI and Machine Learning for businesses, as they don't...
002: Leveraging Ethical Facebook Retargeting with Dr. Will Boyd
August 24, 2018 15:09 - 41 minutes - 38.2 MBHost Aaron interviews his inspiration, Will Boyd, about why doubling down on paid digital advertising is a smart move because of its retargeting capability. Show highlights: 05:00 - Will's story in transitioning from Physical Therapist to a coach and digital marketer for physical therapists 11:30 - How no formal marketing background can be an advantage in forward-leaning tactics 13:00 - Will gives his thesis on Facebook advertising 17:00 - Getting beyond the sponsored post with the FB Trac...
001: About the Podcast, Marketing Trends for Laggards, and Talking the Talk in B2B Tech
August 24, 2018 14:44 - 28 minutes - 25.8 MBA 28-Minute Preview & Mash-Up of Guest Clips with Host Aaron Abodeely. The clips from episodes 2, 3 and 4 illuminate how this podcast will enable traditionally-minded sales and marketing pros become relevant by demystifying trending digital approaches that build stronger customer relationships. We also help curious, non-technical people talk the talk in B2B information tech and software. We do this by having recorded conversations with humans out there getting it done, and this episode h...