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Why Your B2B Leads Aren't Converting · The High Ground

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Most businesses are drowning in leads and starving
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in clients and they think the answer is more
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leads. You can fill your pipeline with hundreds
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of names and none of them can be the companies
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that you actually want to work with. You don't
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need more leads, you need 10 highly qualified
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leads and a reason for them to actually call
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you. If you're busy chasing leads that never
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close and the clients that you actually want
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don't even know you exist, then this episode
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is for you. Today we're breaking down how to
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stop spraying and start going after accounts
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worth winning. If you'd rather win 10 highly
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qualified leads than chase after 100 bad ones,
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then make sure you subscribe to the podcast.
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Over 90 % of people watching the podcast aren't
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actually subscribed and we release conversations
0:41
like this every single week. So make sure you
0:43
hit that subscribe button down below. Why more
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leads is the wrong goal. It's very, very easy
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when you're in any business, actually, to think,
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I need more leads. That's the one thing I need
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more leads because, you know, seeing that full
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pipeline, it feels like there's security there.
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It feels like there's more names, there's more
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activity. It feels like more progress. But in
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reality, it's not. It's just a bloody load of
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work, you know, and people that are tire kickers,
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people that aren't interested in what you're
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actually offering and you end up busy and broke
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at the same time. Yeah, absolutely. And the thing
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is, you'll find that most, that's what most clients
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are looking for is, you know, because they need
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to feed their families and need to pay their
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employee salaries and this kind of thing. So,
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you know, it's always about chasing as many leads
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as they can possibly get. But obviously, what
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they need to be doing is they need to be focusing
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on the properly defining their ICP and the buyer
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personas within those ICPs. in order to make
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sure that they're chasing the right leads. So
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you're not getting 10 ,000 leads or even 1 ,000
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or even 100 leads. You're focusing on the 10
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that are actually in the market to buy and they've
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been identified as your ICP. And this topic this
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week is actually really funny because I posted
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something on LinkedIn the last week and it went
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crazy. And a lot of people were agreeing, but
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there was also a lot of people that were like,
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you know, be realistic. I got a cold call and
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they had called me and they were like, hey, blah,
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blah, blah, I'm with this AI company, I can help
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you. And I was like, oh, do you know what Bauderia
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does? And he was like, uh, uh, uh, no. And I
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was like, have you checked our website? And he
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goes, uh, uh, no. And I was like, okay, so what
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you're actually offering is what we actually
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do. We can do that for ourselves. And he was
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like, oh, oh. Okay. And I was like, no, thank
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you. And then I ended the call. And then it made
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me really mad because I was like, you've just
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wasted my time, wasted, you know, three minutes
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of my time on a call when you haven't even defined
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whether I'm a highly qualified ICP for you, whether
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I would actually convert for you. And, you know,
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actually taking the time to maybe get to know
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me a little bit more before going straight into,
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hey, here's my pitch. The thing is, this is exactly
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the same as what happens on LinkedIn as well,
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right? You know, as soon as somebody adds you,
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you know, you just know actually even by looking
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at them sometimes that there's a pitch in coming.
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You know, what seems to be the biggest problem
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nowadays is nobody's taking the time to actually
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understand the person or the prospect. They're
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not building a relationship with that prospect
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at all whatsoever. So it's almost like, you know,
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if you can imagine, you know and i know that
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there's programs like married at first sight
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out there but can you imagine just go for a walk
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with your dog and then asking a complete stranger
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just because they look nice that you know would
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you like to marry me you know it doesn't happen
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in real life so why do they think it's going
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to happen in business and this is one of the
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reasons that i'm not keen lovery outbound at
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all especially when it's not done properly when
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it's done properly and executed properly it's
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good and it's good for the business and it's
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good for the the client and the prospect that
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you're actually reaching out to Because you've
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done the work. You've done the ICP stuff. You
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know what the problems are. You know how you
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can solve those problems. You've connected with
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them on LinkedIn. You've shared stuff with them
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to provide value. You've not just went straight
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in there with a pitch to sell something. It's
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just crazy. Yeah. And the debate on the LinkedIn
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profile was a bit like, some people were like,
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yeah, you're so right. I hate this too. 15 highly
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qualified leads are way better than 100 leads,
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which I agree with. And then there was other
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people that were like, be for real. Like his
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job is sales. He has to do 100 calls a day. And
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I was like, well, it's not his fault. You know,
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he's obviously just doing what leadership's told
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him to do. But that's the business problem is
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you shouldn't be going for, oh, you must make
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100 calls today because then the focus is on
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just making as many calls as possible. Doesn't
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matter who you are. Doesn't matter where you
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are. If they can say, look, I've done 100 calls,
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the people go, OK, cool. And that's a vanity
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metric. that's right 100 and this is this is
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one of the biggest problems in beb sales uh where
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they're they're incentivizing their own metrics
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and so people are doing what they're supposed
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to be doing because that's what they're getting
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told to do they've no autonomy for to you know
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spend time actually um building those relationships
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with uh their customers now obviously this is
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really probably dependent on what it is that
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they're actually selling you know because this
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is a a high consideration sale like a pool for
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instance or you know something that's maybe going
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to cost the company 150k a year or or even more
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than that um then obviously what they should
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be doing is they should be building a relationship
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you know if it's if it's a 20 dollar a month
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um sas tool then probably not so much it's probably
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more like a kind of blanket spray and pray and
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hope for the best that a percentage of those
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uh leads become customers um But that's not what
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we're specifically in business for. We take that
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long -term approach. We want the businesses that
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we're working with, for instance, to be... very
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ambitious and those are the type of businesses
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that need that long -term view and that's really
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irrespective of what you're selling you should
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be taking a long -term view anyway and but certainly
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if you're going for you know leads and things
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like that like every business does I mean that's
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ultimately what you're trying to do when we're
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helping companies drive revenue you know it's
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all about getting the leads through the door
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but it's about focusing your efforts on the leads
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and things that are probably going to convert
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rather than wasting a whole week trying to sift
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through a thousand leads that are just tire kickers
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and are never, they're not even in the market
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for buying your product. It's like those cold
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callers that, you know, call people and they're
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either dead or like, you know, they've... And
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it sometimes just makes you go, oh my God, it's
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like five minute research would have helped your
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case here. Well, you see, the thing is, I mean,
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when I was consulting with a charity here in
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Mackay, that charity had a database which had
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never been updated. Rickers were never cleaned.
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No research was taken upon sending out mail -ins
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and things like that. So they were sending like
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six and a half thousand mail. uh to people that
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had moved to that address that had died in a
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lot of cases um and that i mean obviously people
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got really upset about that and quite rightly
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so you know that's why it's important to make
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sure that the leads and things and the database
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that you're working with is uh deduplicated is
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optimized it's updated you know it's cross -referenced
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and cross -checked so your sales team can be
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more efficient yeah I think the thing is when
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you talk to everyone, you end up landing with
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nobody. You know, if your messaging ends up being
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generic, generic doesn't hit people and say,
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oh, that's me. That's my pain point. That's what
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I'm suffering with. It's just, let me just scroll
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past when you have that generic messaging. Oh,
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of course it does. People will resonate with
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the things that they... know and understand himself
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so you know there's no point in putting up a
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picture of an apple if the person prefers oranges
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so and this is again why it's so important to
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make sure that you've got a well -defined icp
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and you do the research and you put the effort
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in before you start investing in a sales team
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or you know ai tools or whatever is that you're
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using for to do your your lead gem you need to
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make sure that that stuff's in place and of course
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this also means that you need to consider your
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positioning and make sure your positioning is
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actually matching up with the people that you're
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actually trying to target and of course then
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I mean everything that we talk about on our show
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is everything that you need to be doing that's
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why we essentially go that extra mile to do all
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this stuff do all the the hard work if you like
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because most people just want to get straight
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in and you know just start driving driving revenue
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right away we try to get as many leads as they
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can and knowing that there's only going to be
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a percentage of them that's actually going to
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work or so they come on board as clients if any
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Of course. But it's about being more efficient
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with your spend. It's about being more efficient
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with your time. So you need to make sure you
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get the ICP and everything defined well before
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you even start thinking about reaching out to
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people. And I think this is where it comes when
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you're doing ads and they get stuck. on cost
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per conversion right and they think oh look we
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need to get the cost per conversion down as low
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as possible so we need as much conversions as
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possible but then you look at like our uk client
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that we're doing ads for at the moment and helping
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him he was getting um when it first started because
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his google ads was still learning he was google
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was putting his ads out to people that were doing
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any training because he wanted to target training
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right and his cost per click and his cost per
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conversion looked really good if you were to
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just fixate on that but he was getting 15 leads
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right come through for example and 10 of them
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were crap leads that would never come with him
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because they weren't looking for what he offers
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so when you do that and then when you go to the
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google ads redo them so that they're highly specific
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highly qualified we're looking at people he might
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only get five leads there but if those five leads
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are highly qualified and he converts yes he has
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a higher cost per conversion but the amount of
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money that he's getting back for that is you
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know tenfold yeah it's a higher roi i mean that's
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the whole point of doing that kind of work anyway
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you know it's not about I mean, this is the whole
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thing. You know, you're much better to have one
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good qualified prospect or lead than what you
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are having 10 that aren't. Because the 10 are
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probably not going to go anywhere. So what's
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the point in that? You've just wasted money,
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time and effort. You know, you need to be focused
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on understanding who it is that you're actually
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targeting and make sure that your content and
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everything resonates with that person. And again,
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it goes back to your ICP and everything else
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and putting that groundwork in place before you
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start doing that. you'll find that this is what
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happens it's not just paid acquisition that either
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you know it's also SEO you know when you're doing
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SEO or AEO or whatever what I call it nowadays
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with advent of AI you know you still need to
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be putting in putting out there good quality
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content you know a lot of our content was now
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that we've moved to Bauderia and rebranded a
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lot of our content when we look at it was actually
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more kind of marketing marketing and sales bound
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but it didn't actually really cover everything
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that we do now which has highlighted gaps for
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us so what we now need to do is we now need to
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look at the ICPs or what we've done already actually
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as we've re -engineered our ICPs and the buyer
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personas within them and we understand who it
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is that we're trying to target so we now need
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to realign our content which not only performs
12:11
in and search but also resonates with the icp
12:15
so that we generate good quality leads as well
12:18
and this is the whole thing it's not just about
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just one paid acquisition campaign it's also
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about you know making sure the seo side of stuff
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is also taken care of making sure that your website
12:30
with the content is all aligned and everything's
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aligned working together as one growth engine
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yeah that's the thing you need a growth engine
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it's not just and this is what we spoke about
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with um simon last week he said that people see
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marketing as the coloring in department they
12:48
need a little graphic design done here they need
12:50
a little that but it's not that's the growth
12:52
of the company it should be seen as growth marketing
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it's that's what's generating you more revenue
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that's right 100 and funnily enough it's the
13:02
first thing to go as soon as the margins and
13:04
things get tight and that's what me and simon
13:07
were saying as well it's always the last to get
13:10
invested in and the first to get cut when that's
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the the driver that's really you know driving
13:17
that so he had this great analogy where you have
13:20
a light on in your car right you don't know exactly
13:23
what's wrong with the car but you know there's
13:25
something wrong with the car so you go take it
13:27
to the mechanic you take it to the expert they
13:30
diagnose what's wrong and then they'll you know
13:33
they'll fix it and it's the same with marketing
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you know there's something wrong but you don't
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know exactly what's wrong. So when you go to
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multiple people and they're saying you need more
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leads or you need a new website, the kind of
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first thing to do is, okay, well, let me get
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a new shiny website. But a website doesn't generate
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leads. 100 % it doesn't. You need the full system.
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You need the website. You need the high -qualified
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leads. Then you need to understand, how is my
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sales process? Because if I'm sending you 20
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leads and you're not even getting back to them...
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why you know and you need to be getting back
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to them like this like they're almost you're
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almost like bowing down to them in a sense of
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like get to them quick get to them you know what
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are their pain points what are what can I help
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them with how can I help them and then that's
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just going to make the customer experience so
14:22
much better and then they'll go they'll go start
14:25
shouting out your business like I had this amazing
14:28
you know experience with this company if you're
14:31
ever looking for this you need to go to this
14:34
person and actually I'm seeing a naturopath at
14:37
the moment and I called you after I got off my
14:39
call and I was like oh my god I've not even started
14:42
any of the treatments and she's she was amazing
14:46
she understood what I was going through she was
14:49
able to talk about you know what I was feeling
14:52
sympathize with my feelings and then give me
14:57
actionable insights into okay here's our here's
15:00
the plan bang bang bang this is what we'll do
15:02
I'll send that over you let me know how you go
15:05
now it is a bit of an investment and you know
15:08
to if you're just looking at costs it can you
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know it's quite expensive but you get that quality
15:14
care whereas the last year i've spent a year
15:17
going to doctors and being laughed at and you
15:20
know told you don't yeah but the whole thing
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is about what you're saying there is um in terms
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of i mean that that in itself will probably be
15:27
a system that she's already got right yeah so
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what happens is the client comes through they
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go through the the first consultation then after
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that consultation you do this then you do that
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then you do this and then it ends up doing that
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and that's the outcome and that's what a system
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is and that system's in place to keep her on
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track as it is also you as well now if you take
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for instance you know where Simon was talking
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about where they're talking about the marketing
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department just being about graphics and things
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like that yeah that's one tiny aspect of a marketing
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department but You know, the marketing department
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are the people responsible for helping drive
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the leads in the brand and the business in totality.
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And then, and really what happens is once the
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marketing team have done their job good, and
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this is why, you know, when we are setting up
16:19
systems for our clients, that we need to make
16:21
sure that their system's in place, that the ICP
16:25
is defined, that the company -wide understands
16:27
what the purpose is, what their vision is, what
16:30
their mission is, what their core values are,
16:31
because that all, you know, hits everything else
16:34
that we do as we start building that system for
16:36
them. So marketing does their job. Great leads
16:39
are coming in. Then sales needs to do their job.
16:42
So the team themselves, I mean, what we call,
16:45
like most businesses will have, you know, a sales
16:49
team. They'll have a marketing team. If they're
16:52
investing in customer success, they'll have a
16:54
customer success team. They'll maybe have a CTO
16:57
dealing with operations or, you know, an operations
17:00
manager type thing. But the problem with most
17:03
of that is they all work independently. They're
17:06
all working against each other almost. Yeah,
17:08
and they're working in silos. And they've all
17:10
got their own data and their own goals and what
17:12
they need to achieve. What we do is we help align
17:15
that whole system to make sure that everything
17:18
is governed so that marketing knows their job,
17:21
sales knows their job, marketing and sales talk
17:23
together. They also speak to customer success.
17:28
so that the onboarding of new clients is seamless.
17:33
Then obviously when they're upselling and things
17:35
like that through customer success, then obviously
17:37
that feeds back to everything else. So especially
17:40
sales as well, you know, so that everybody knows
17:43
what everybody's doing and then it becomes that
17:46
system. Now obviously having a platform in place
17:48
for to actually house all this information so
17:51
that everybody's working for the same data source,
17:54
the single source of... data which by the way
17:59
is supported by AI helps with that process and
18:02
that's what a lot of businesses need to start
18:04
thinking they need to start thinking more let's
18:06
systemize how we drive revenue rather than you
18:10
know let's get someone in to help get more leads
18:14
and the thing is I mean I've spoke to loads of
18:18
different lead generation companies before And,
18:21
you know, most of them will be like, well, you
18:23
know, either they start off at like five grand
18:26
a month or what they do is they do pay per lead.
18:29
Right. But what you're doing is you're actually
18:31
paying for the leads. So their incentive is get
18:33
as many leads as possible can, whether qualified
18:35
or not. So what's happening is. the client is
18:39
then paying for all these leads they still don't
18:41
have a system in place by the way so who's actually
18:44
going to deal with all these leads that are coming
18:45
through who knows and it's just it just ends
18:48
up a big snowball of a nightmare whereas if you
18:51
worked with say Bauderia and no suggestion that's
18:54
what everybody needs to do although it is they
18:57
need to set up a system where you know they know
19:01
exactly where the leads are coming from they
19:04
know exactly where they need to be invest in
19:06
their event they know exactly how things happen
19:09
and that within that system where leads come
19:11
where leads go who get who gets handed off to
19:15
when when they become a customer because obviously
19:18
you've attracted 100 % high quality leads and
19:22
those prospects are all converting then who does
19:25
the onboarding process what happens after that
19:27
etc etc you know and that's That all needs to
19:30
be designed, you know, and that's a big part
19:33
of what a lot of businesses are missing. Another
19:35
thing that, especially if you're in like the
19:36
high consideration market of B2B, so, you know,
19:40
that could look like commercial solar, for example.
19:42
One thing that you can be doing is account -based
19:44
marketing. If you have... a specific ICP in your
19:49
head and your ICP is well defined and you go
19:53
you know I can help out this other business reach
19:55
out to them build highly targeted specific campaigns
20:00
to them because sometimes they might not reach
20:03
out to you so if you're going after them and
20:06
you know you'd love to work with them and you
20:09
think you can provide that value go for them
20:12
do that account -based marketing reach out and
20:15
don't definitely do not just give one phone call
20:18
after you've not done any research but you know
20:21
you can do that they might not be looking on
20:23
now this is not most of the time a lot of the
20:25
time people like people in these industries are
20:28
looking actively looking for your service and
20:31
they will find you by actively looking at for
20:33
you on say google or chat gpt now as we start
20:36
to get into the ai realm they might not know
20:39
that they have a problem For example, our ICP
20:41
might not understand that they need a governed
20:43
revenue system. So if we reach out to them and
20:46
we connect with them, we build that relationship,
20:49
that personal relationship, and explain to them
20:52
why they need that governed revenue system, they
20:54
might come over as a client. And it might take
20:56
longer, don't get me wrong, but that client might
20:59
stay with you for the rest of your life, depending
21:03
on what industry you're in. That's right, 100%.
21:05
And the thing is about an ABM campaign, you know,
21:08
ABM campaigns are not a cold email campaign and
21:13
then a one -wonder hit. Like I've seen some agencies
21:17
actually selling an ABM campaign as a cold email
21:21
and then a LinkedIn request. And then what would
21:25
happen is once they become a connection on LinkedIn,
21:28
what they're doing is they're then sending, and
21:30
this is automated, by the way, they're then sending
21:33
a... link to a blog article which has done didn't
21:36
have any real good information on i mean the
21:40
thing is who in their right mind is going to
21:42
connect with somebody and then immediately go
21:44
read an article that they suggest that they read
21:46
nobody i've never done that nobody has time to
21:49
to read articles the the point about the articles
21:52
is when we're you know asking those quick questions
21:55
and especially with ai overview now it's about
21:58
being that front and center the first person
22:01
there and usually you know they're not going
22:02
to sit down sit down and read a 2500 word article
22:06
word for word they'll either skim it or you know
22:10
in that sense not even read it because you've
22:14
just connected with me you've not provided any
22:16
value you've not provided what you can actually
22:19
do for me yeah i mean arguably they could be
22:21
they could be saying that they are providing
22:23
value because they're providing a blog post but
22:25
the fact is if they've just connected with somebody
22:28
there's no relationship there so And unless I've
22:32
done a proper ABM campaign, which has been a
22:34
long -term campaign where you're targeting your
22:37
ICP. And when I say ICP, I mean accounts that
22:40
you're going to go after. And within that account,
22:42
there will be multiple buyer personas, which
22:45
might be the CFO, the CTO, the CEO, and other
22:48
C -suite members. It's not just a cold... I mean,
22:52
I've seen agencies selling... cold campaigns
22:55
with a LinkedIn element and then they're saying
22:58
that that's an ABM campaign. That's not an ABM
23:01
campaign. If you're doing a proper ABM campaign,
23:04
you're creating loads of value, you're creating
23:06
ads, specific ads to specific buyer personas
23:09
within specific ICPs. And that's a long -term
23:13
thing where you're educating, you're taking them
23:15
through that funnel, if you like. That's a proper
23:18
ABM campaign. But the thing is, most B2B marketing
23:23
is passive anyway. way in most cases you know
23:26
a lot of them do just expect you just to to to
23:29
find them if you like they're not going they're
23:31
not actually actively going out and looking at
23:34
their icp getting properly defined and we know
23:37
this because we work with with btb clients that
23:39
don't do this and don't have this and don't understand
23:42
why they need an icp what an icp even is um and
23:47
then what's happening is they're doing a little
23:48
bit of this and a little bit of that and it's
23:50
just no it's just no returning the um uh the
23:55
roi that they were expecting and then they start
23:57
they start to go down that though this market
24:00
stuff doesn't work and so why am i going to invest
24:03
10 15 150 grand a month etc etc so the thing
24:08
is before you do any of that stuff you need to
24:10
get your icp defined you need to make sure you're
24:12
highly targeted and make sure that you know that
24:15
you're targeting the your icp so that they're
24:19
good quality leads and You should then start
24:23
to see that you're converting more. Your sales
24:27
team is making more connections, more sales.
24:30
And that's the way you want it to be. Well, what
24:33
you want to do is you want to start with the
24:35
accounts. Not the ad, not the ad creative, not
24:38
anything to do with that. You want to name actual
24:41
companies that you want to work with by name.
24:43
Sit and write them down. Keep it small enough
24:46
that you could genuinely... you know go and research
24:50
them and understand their business understand
24:52
their pain points and understand how you can
24:54
add that value and be small be specific because
24:58
that will be the you know large and vague every
25:02
single time do that named list target them do
25:06
that and then you can go into earning their attention
25:08
yeah 100 % and again just everything that you
25:12
do you know I've always said that you need to
25:15
be everywhere, right? Yes, you need to be everywhere,
25:17
but you need to be everywhere where people are,
25:21
wherever you are that you're actually targeting.
25:24
Where your ICP lives. Aye, yeah, and the thing
25:27
is, if you're targeting an ICP and you've got,
25:30
say, eight different buyer personas within that
25:32
ICP, right, CFO, CEO, et cetera, et cetera, they'll
25:36
all have different buying behaviours, you know,
25:39
different lives, different wives, different families,
25:42
different demographics, et cetera, et cetera.
25:44
They've also got all... different issues that
25:48
they need to try and deal with on a daily basis
25:50
within the business that they're trying to solve
25:53
themselves. So that's why you need to, you know,
25:55
if you're doing a proper ABM campaign and you're
25:57
doing ads and things to target them, you know,
26:00
you're not just doing one ad for the whole company.
26:02
You're doing specific ads for specific people
26:05
within that specific account, you know, and that
26:08
will help you drive more qualified leads, especially
26:10
for B2B in a high consideration. And then once
26:14
you know, the game is... becoming known by them
26:17
so no cold pitch don't do that never do that
26:21
in b2b not straight off the bat when you're doing
26:24
pitching you need to create that personal relationship
26:27
first and then go off and actually add value
26:30
you know comment on the work reference them make
26:33
something genuinely useful to them you know show
26:37
up where they're showing up if they're on linkedin
26:39
comment on their linkedin posts engage with them
26:43
have that personal relationship so that they
26:45
go oh you know this person's contacting me a
26:48
few times let me just reach out and introduce
26:50
myself you know see what they do then you've
26:53
got into the LinkedIn DMs then you can have that
26:56
personal connection hey loved what you did here
26:59
loved what you did there hey I'm going to this
27:02
networking event do you want to come with me
27:04
hey you know do you want to grab a coffee together
27:07
and we can you know anything but cold pitching
27:12
You know, I've always said that every single
27:14
day, you're always marketing and selling yourself
27:18
every single day. And Chloe, you know, from a
27:21
very early age, you know, I was teaching you
27:25
how to properly iron your clothes, make sure
27:28
your shoes are always polished every single time
27:31
before you go out, that you're always neat, tidy
27:33
and presentable. And Sophie is learning exactly
27:36
the same. And that's because every single time
27:40
you leave that house, People are, you're marketing
27:44
and selling yourself always. It doesn't matter
27:47
if it's in a business setting or not. So you
27:50
always need to make sure that you're presentable
27:51
and things. Now, that whole thing, you know,
27:54
people want to be around nice looking people.
27:57
And unfortunately, we live in a world where people
28:00
would like to say that we don't judge. We do.
28:02
We judge everything. Every single thing that
28:05
we do for ourselves, for everyone else, everybody
28:07
gets judged. Even when you see somebody's car,
28:09
you think to yourself, you know, if somebody's
28:13
rolling up in a banner, rolling up in a car that's
28:18
got an exhaust the size of the car, etc. People
28:21
will judge you on that and compare that to say
28:24
somebody's rolling up in a relatively new Maserati
28:28
or a Mercedes or something like that. People
28:31
will judge based on that if they can trust you
28:34
and all that kind of stuff. So there's no difference
28:37
between doing that in real life. And I'm not
28:40
suggesting that LinkedIn and socials is not real
28:42
life because it is. But you also need to be doing
28:45
that online as well. So if you're on LinkedIn
28:48
and yeah, you might look nice, you need to actually
28:51
show that you are nice. You need to be building
28:54
that relationship with people. It's not just
28:56
about turning up, looking nice and then people
28:59
will buy from you. You need to build a relationship.
29:02
That's what life is all about. Relationships.
29:05
It's funny you mentioned that about... looking
29:09
presentable and you know that you have to market
29:12
yourself every day because my sister -in -law
29:14
just started a new job um and she's put a lot
29:18
of effort into you know making sure she looks
29:19
good making sure she's bought new clothes and
29:22
everything to look professional look the part
29:24
blah blah blah and then um the second week she's
29:27
she was saying that it's a bit she feels a bit
29:30
micromanaged and then she was saying it's very
29:33
low -key like one of the girl one of the ladies
29:35
that works there she puts her feet up on like
29:38
the desk and is working and you know not really
29:41
you know not professional stuff and she was like
29:43
oh maybe I should just wear something like a
29:46
bit more chill to the office and then she came
29:48
out and she showed me a few options and I was
29:50
like I was like, if you're already feeling like
29:52
one, they're micromanaging you, they're not going
29:54
to trust you. So I said, you know, wear that
29:57
nice looking thing, put effort into your hair.
29:59
Yeah, you're spending an extra hour, but they're
30:01
going to know I can trust you quicker. And it
30:04
also makes you look more professional and it's
30:07
going to help you progress in your position rather
30:09
than just getting stuck at a level and then not
30:11
being able to go further. So she was like, OK,
30:14
yeah, I see what you mean. And that's the whole
30:17
thing about marketing and sales, right? So when
30:19
you're out there and you're marketing and selling
30:21
yourself, that needs to be one motion. So marketing
30:25
and sales and everything, every other department
30:27
in there, including customer success and operations,
30:30
all needs to be in alignment. Because if you're
30:33
not in alignment, then that's when heads butt
30:37
and there's issues between handoffs and... you
30:40
know, et cetera, et cetera. So you need to make
30:42
sure that the marketing and sales is just one
30:47
motion. I mean, this is why we say revenue team,
30:51
because it's the whole team that's responsible
30:53
for revenue. It's not just about marketing and
30:56
sales. It's not just about customer success,
30:58
upselling and cross -selling. It's not just about
31:01
operations, making sure everything is working
31:02
properly. Everybody is responsible. Yeah, it's
31:06
a system. Yeah, 100%. 10 leads that you're contacting
31:09
as well are not going to convert in the same
31:11
week that you're contacting them. Especially
31:14
if you're in the B2B. If you're in... B2C, that's
31:17
a whole different game. That's quick sales. It's
31:20
20 bucks. Don't have to think about it. B2B is
31:23
high consideration. They do have that longer
31:25
sales cycles. You need to build that familiar,
31:29
so that you're the obvious call. And this comes
31:31
down to doing ads, doing social content. You
31:36
need to still do all the tactics, but it needs
31:39
to be part of that larger system. Of course.
31:41
You need to be doing that blog article. We've
31:43
had clients come to us and say, oh I don't want
31:47
to I don't want to do blog articles and I'm like
31:50
why what what like what is the reason oh I don't
31:54
know you need to be giving that that's the educational
31:57
part you know you need to be answering their
31:59
questions answering their pain points giving
32:02
all that free information so that when they go
32:05
oh I'm looking for a pool professional oh yeah
32:09
i remember looking at pool professionals makai
32:12
oh yeah they're doing ads oh yeah they're doing
32:14
i remember seeing them about let me just see
32:16
what they're doing and i'll contact them you
32:18
know it's not even just about directly finding
32:20
you through ads it's about being front of mind
32:22
every single time That's right. And it's not
32:25
just about ads either. I mean, it's about building
32:29
that brand equity. You know, this is why building
32:32
brand is so important. But most people don't
32:35
do it unless, of course, you're working with
32:36
us. Because that's one of the things that we
32:39
make sure we implement. Because you see, what
32:41
happens is when people are... on social media.
32:44
They're not on social media to buy swimming pools
32:46
or solar or any other BB stuff. They're there
32:49
to socialise, you know, and they might see your
32:52
ad because they were maybe thinking about a pool
32:54
or getting solar or because, you know, maybe
32:57
their electricity bills cost them so much more
33:00
money or, you know, maybe they're a financial
33:02
advisor and they've got some money that they
33:03
want to invest and things like that. You know,
33:05
they're not there to specifically do that job.
33:09
if you're there and you've got ads and the thing
33:11
is when they when they click on the ad and they
33:13
go for that to the website again that needs to
33:16
be fully aligned you know and this is why it
33:18
needs to be part of that bigger system you know
33:21
and also even though you're doing blog articles
33:24
and things and people are reading them and things
33:26
like that you need to be in this for the long
33:28
term it's this i mean patience itself is a strategy
33:31
you know that's what that's what why you do blog
33:34
articles because The people that are going to
33:37
be your customer in six months' time are maybe
33:39
reading the blog articles, but they're not ready
33:41
to be a customer right now. That's where the
33:43
nurturing comes in. That's correct. And that's
33:46
why you continually educate them because what
33:48
happens is when they've found out that, well,
33:51
I've got this problem, I've got this money that
33:54
I want to invest, but I'm not sure how to do
33:56
it or who to do it with, they've maybe not built
33:58
up any trust. with you so you need to build up
34:00
that trust and the way you build up that trust
34:03
is you write articles and which are expertly
34:06
written by you about what you do and the problem
34:09
that you solve and how that solves your problem
34:11
and that eventually takes them down answers the
34:14
questions and through their own customer journey
34:17
because every customer will have their own journey
34:19
but when they're coming to you they're getting
34:21
answers for you all the time you're the one that
34:23
they're going to trust so when it comes to the
34:25
point where they're now ready to buy It's you
34:27
that they're going to pick. So it's not just
34:29
about, you know, putting an ad up and just getting
34:32
every lead that comes through. It's about building
34:34
long -term pipeline. And pipeline, so when you
34:38
come to those periods where, or seasonality periods,
34:41
for example, you've still got work going on.
34:45
It doesn't matter if you're not, you know, doing
34:48
as much marketing there or getting as much leads
34:51
in, because you know you're already booked out
34:53
until this time. next year or you know in the
34:57
next six months and that's why you need a system
35:00
it's not just about just trying to get a bit
35:02
of leads that are in the market now i mean they
35:04
say that there's only like three percent three
35:06
to five percent of your market that are actually
35:08
in the buying cycle right now so if that's the
35:11
case why that means that only three percent of
35:15
that whole market you know that means that probably
35:17
all your competitors including you are investing
35:20
and probably paid at that particular time but
35:23
a lot because you want to try and get that three
35:26
percent but there's another 97 that's not quite
35:29
ready to buy that's the people that you need
35:31
to be focusing on that's the long -term thing
35:33
that you need to be building and the brand equity
35:36
and everything in order to get to the people
35:38
so that when they're ready to buy it's you that
35:41
they choose you know patience is a virtue i'm
35:45
sure they say And there's a few things we've
35:47
pretty much explained what you need to avoid.
35:49
But what you need to avoid is making the list
35:52
too big. You know, focus on those specific people
35:55
that you can provide value to your ideal customer
35:58
profile. The second one is pitching before you've
36:00
even warmed them up, you know, pitching on straight
36:02
off the bat. Don't do that. Warm up, make that
36:06
personal connection, invite them to a coffee,
36:09
get to know them, genuinely get to know them
36:12
so that you can understand their pain points
36:14
and understand them. and you've got no follow
36:18
-up system most targeted outreach dies from no
36:21
follow -up system not even the rejection part
36:24
so if you don't have that follow -up system you're
36:27
losing just chucking money down the drain pretty
36:30
much you know that first touch then nothing because
36:34
they haven't replied to you you know you need
36:36
to have that follow -up system You might feel
36:39
like, like we've had clients that I've said,
36:41
oh, I feel like I'm hounding them. You're not
36:43
hounding them. People's lives are busy. People
36:46
might look at an email and go, I'll reply to
36:48
that later. And then they forget to reply to
36:50
that later, which is why you need to constantly
36:52
be following up, which is why your sales process
36:54
also needs to be the same system. You know, that
36:58
system is what will earn its keep. Yeah, 100%.
37:02
I mean, this is why we built Blood Area, you
37:05
know, because we needed this same system for
37:08
ourselves because we were wasting far too much
37:10
time, effort and money trying to get a tool for
37:14
this, a tool for that. And, you know, the systems
37:17
weren't speaking together. And if people take
37:20
one thing away from today's podcast is they need
37:23
to understand that you need alignment. You need...
37:26
100 % alignment between the revenue team, leadership,
37:30
and the tools and platform that you're using.
37:32
You need that. Everything else, provided you're
37:35
doing things properly, everything else should
37:39
just, well, not automatically, I mean, obviously
37:42
it needs effort, but everything else should be
37:45
able to fit into that, especially if the platform
37:47
is built like our Bauderia platform, where it
37:50
helps you build your ICPs, your buyer personas,
37:53
and adds that whole brandability within the system.
37:56
pick 10 to 20 high qualified clients earn their
38:01
attention and follow up with them like it matters
38:04
you know that's the whole game provide that value
38:08
show them what you can do for them you know if
38:10
it takes you a day to do a video detailing how
38:16
you can help them with actual figures and everything
38:20
like that do it because that can earn you know
38:22
that's the opportunity cost is massive there
38:26
and if you're not sure where to start or you
38:28
feel like you're just chasing leads rather than
38:31
highly qualified clients make sure you contact
38:33
us at buderia .io forward slash contact that's
38:37
buderia .io forward slash contact and we can
38:41
sit with you talk about your gaps i'll put the
38:44
link in the description down below and if you
38:46
found this podcast valuable make sure you subscribe
38:49
to the podcast because we release conversations
38:51
like this every single week awesome cheers guys
38:54
see you next week bye