Latest / The Prompt / Ep. 542 | Branding for sales success: Likeability, podcasts & B2B growth

Transcript

Ep. 542 | Branding for sales success: Likeability, podcasts & B2B growth · The Prompt

• 0:01
  This is on base your one stop shop for solving your most
• 0:04
  pressing B2B go to market challenges.
• 0:07
  Each week, host Chris Moody and Paul Gibson talk to sales and
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  marketing leaders to get you in depth insights and creative
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  strategies to set your revenue teams up for success.
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  Everyone, welcome back to On Base.
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  I'm your host, Chris Moody, and today I am very excited.
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  To talk to Jessica. Rhodes about branding.
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  For Sale success, Jessica. Thanks for joining us today and
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  welcome to the show. Thanks for having me, I'm really
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  glad. To have you here, but I am a
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  little nervous. Because your expertise is.
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  So deep in podcasts, we're going to get into your journey, but
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  just let me know if it goes OK. That's the first part because
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  you do this all day, every day for lots.
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  Of folks, but maybe you could. Share a little.
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  Bit about your journey and then also what you're doing today.
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  Yeah. Thank you so much.
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  Well, you're doing great so far. So so I started, you know, I got
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  into online business and online entrepreneurship simply because
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  they wanted to be a stay at home mom.
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  My background before I started my business was working for a
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  nonprofit. I was leading their door to door
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  field canvas. So I come from the world of door
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  knocking and going up to people's houses and asking them
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  for things. So that's my background.
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  And then when I was pregnant with our first child, I was
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  like, I don't really want to walk around neighborhoods in
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  campus anymore, you know, having a baby.
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  So started my business. My dad was actually my first
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  client. He's a business coach, had an
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  online newsletter marketing company for like 20 years.
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  And he really introduced me to this world of online business.
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  And he asked me to book him as a guest on podcasts.
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  I mean, this was 2012, 2013, when I was first getting
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  started. And you know, as you know, you
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  had a podcast back then too, like it was a very different
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  landscape than it is today. So I just simply went to Google
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  and started looking up business podcasts to book my dad on.
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  And the interest and the feedback I got from host was
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  overwhelmingly positive. Nobody was pitching and booking
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  podcast interviews at that time. So that's what kind of let the
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  entrepreneurial light bulb in my head.
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  And that's what led me to start my agency interview connection.
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  So I'm sure we'll talk more about that.
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  But on a personal note, I've got two kids.
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  I've got my, my son is now 12 years old.
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  I have a daughter who's 9. We have a lot of animals.
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  We've got chickens, cats, gerbils, fish, probably more
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  than we're not thinking of. Yeah, I live in Rhode Island, so
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  it's that's me and a snapshot. That's awesome.
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  Yeah. Hopefully we will see pets or
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  kids. Someone crashed the podcast.
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  Today I have four kids, all under the age of. 13 So I yeah,
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  you get it. We know the struggle.
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  They can all pick. Locks too.
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  I used. To have to say that when I was
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  an analyst, because it was a little more buttoned up as an
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  analyst, but when someone crashed a call, it was like the
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  news. Clip of the kid.
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  Coming in when they're on the broadcast.
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  So yeah. We've been there before.
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  One thing I'm curious about, I think for anyone listening who's
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  been in marketing or. Sales, we're all used.
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  To haggling, and when we make any buying decision, we're kind
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  of pitting folks against each other we're trying to beat the
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  door down on. What's the best deal?
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  End of quarter. I mean even buying vehicles like
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  everything in our DNA is conditioned to try to haggle on
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  price. I know that you have a very
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  strong stance on brand identity and how that helps to avoid some
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  of the price based comparisons. So tell us.
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  More about that, Yeah. So I'm going to share a story
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  just from something like a conversation I was having with
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  my business partner just this week.
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  We got some Intel from a prospective client.
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  She was talking to us and one of our main competitors, and she
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  was telling just me a little bit about kind of what she liked
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  about them and sort of like their positioning and what they
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  said they were really focusing on.
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  And so I was talking with my business partner about that
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  because, you know, once you get Intel on a competitor, you're
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  like, OK, how can we use this information?
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  How can this help inform our marketing and our positioning?
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  And my business partner, her name is Margie, she said, yeah,
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  we also have to remember people just like us, you know, and
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  like, you can have all the best positioning.
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  You can have the best features, the best benefits, you can
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  communicate your expertise. At the end of the day, a really
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  strong brand identity. You are going to close sales and
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  win business because there's going to be people that are
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  like, yeah, it logically any you or your competitors, they all
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  make sense. But I just I like you guys.
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  You know, my business partner and I were we're kind of people
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  call this the dynamic duo. We used to work together at that
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  door to door field canvas job. We Co host our podcast together.
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  We just have a really fun vibe. And so we have a lot of clients
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  that are just like, I just love Jess and Margie.
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  And so that's really the brand identity is like letting your
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  personality come through your marketing because people will
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  logically go through the checklist of the pros and cons
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  at the different companies, but they're going to go with the
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  company that they just like more.
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  OK, this follow up. Question that that we haven't
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  talked. About here, but we have lived.
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  This one a lot. We're in a very, every martech
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  company, sales tech company, very competitive spaces, right?
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  There's always an RFP. We know that that's part of the
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  game. I think at Demand Base we have
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  run into that quite a bit. In my first project, once I
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  joined, they were my client when I was an analyst.
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  So I knew a lot about demand base in the competitive set.
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  They were also my clients and one of.
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  The value props was. On the people and when you put
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  that on a. Slide or you tell.
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  Someone. It feels so.
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  Cookie. Cutter and me too and everyone
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  says that, but when customers. Feel it, they feel.
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  It and then they would talk about it.
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  I'm curious though when companies or personal brands,
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  anyone listening? The likability factor.
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  How do you best articulate that to?
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  Someone who hasn't quite experienced it yet.
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  I don't think you can articulate it to someone who has.
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  You have to show it. Like people will walk away, you
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  know, all the time, the vast majority of our leads will walk
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  away from our sales. Call with me or my sales team
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  and they'll be like, I really like you guys.
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  I like you, Douglas. I like you, Julio.
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  I like you, Jess. Like we're very likable, but
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  unless they really spend time with us outside of a sales
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  conversation, that likability on a sales call isn't always going
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  to be enough to close the deal. You have to have that likability
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  and the personality and the brand identity through every
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  touchpoint of the sales and marketing journey.
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  And a lot of that journey is going to happen before they
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  enter your pipeline. They're going to be listening to
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  your content, following you on social media.
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  So you need to have that likability and that personality
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  in your marketing. You can't rely on the sales call
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  for it. I love that, and we're going to
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  ask a question about podcasts on a podcast.
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  So this is very. Meta inception like here.
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  How do podcasts help to establish thought leadership?
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  And to strengthen that brand identity.
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  Yeah, so I mean #1 like, I'm here having a conversation with
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  you, your listeners, they already know you.
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  So the fact that you're bringing me on your podcast to like, they
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  know, they trust that you're not going to bring on a hack and
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  somebody that's not legit, you're not going to, you're not
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  going to damage your reputation by bringing someone on that
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  could potentially do your customers harm or do your
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  audience wrong. So #1 there's already a trust
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  between me and you. We've already had a conversation
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  off air. So that's number one, how it
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  builds up your credibility and your thought leadership.
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  You know, when you're on a podcast, you're able to speak
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  for, you know, whether it's 15 to 20 minutes with a shorter
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  interview or some podcasts go up to an hour.
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  If you are not able to speak eloquently with leadership, with
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  authority on your topic, then you're not going like you're not
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  the thought leader. But if you can people hear that
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  and they're like, I trust you. I mean, we had a a sales call
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  with a really hot lead that heard a podcast appearance that
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  I was on. And he's like, damn, this is
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  gold. I need to talk to these guys.
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  His words exactly. I'm like, Yep, that works.
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  Yeah. I it's.
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  Such an important point, and for those.
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  Of us who talk. At events and after the event,
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  whether that's a restaurant or bar, you know, no assumptions.
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  Right, but the. Behind the scenes conversation.
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  I know I've had this one a ton with folks about being your
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  whole self at work and being the entire.
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  You I do think that's a lot easier.
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  When you're talking to. People, but for those.
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  Listening who may be in organizations where they haven't
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  quite embraced bringing their entire personality to work do.
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  You have any advice there? Because I do feel.
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  Like there are strong. Parallels to.
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  Hanging out on a podcast once. You figure out, hey, this works
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  a lot better if if you're. Jessica and I'm Chris and I'm
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  not Chris from Demand. Base right like I.
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  I have made that mistake before at work companies.
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  But I'd love to get your thoughts especially.
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  Knowing that, many folks haven't quite turned the corner on how
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  to be their. Whole selves at work.
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  Listen, I really empathize with that because as an agency
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  founder, as an agency owner, I never desired to have a personal
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  brand. Like I'm not an influencer, a
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  coach where it's me. Like you hire interview
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  connections, you work with my team team like so I, I still
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  sometimes grapple with like, OK, how do I really leverage my
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  personal brand and bring myself into it knowing that it's also
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  like it's its own entity. The company is its own thing.
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  There's a whole team that provides the service.
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  So first I want to start out by saying like it is always kind of
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  a challenge, but my business mentor name is Melanie Ann
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  Layer. She was coaching us on this.
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  And she goes, it's really powerful.
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  You're going to have people that you know, look up your firm and
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  choose your firm because you do a great job, you have great
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  testimonials. And then there's going to be a
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  lot of people who them to you because they ask around and
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  someone says, I know a girl, yeah, Jessica Rhodes does that.
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  And so I think really understanding and getting that
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  when you do bring your full self into your marketing, it is more
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  powerful. People do want to work with
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  people that they know, they like, they trust, they hear
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  about through their friends. And so finding ways to bring
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  your personality into your marketing is super, super
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  important. It just makes it more
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  entertaining to follow you to, to watch you.
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  So, you know, for me, like I just find different ways to, to
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  bring it into the marketing and it's, it's still a little bit
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  challenging because it's like, OK, how much of my personal life
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  am I sharing on the business Instagram page?
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  But that is why I like podcasts bringing it back because it's a
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  normal conversation. You know, we, I've mentioned
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  like the animals and my kids and where I live.
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  And that comes out a little bit more organically in
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  conversation. Your personality comes out more
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  organically than trying to figure out like, well, what do I
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  say in this post? I mean, just today I wrote a
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  piece of content intend about like I had a conversation with
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  my, my husband and I were just chatting over coffee and he was
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  like, oh, I, I saw Ed Sheeran was on like 3 podcasts that I
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  listened to like three of his podcasts that he subscribed to.
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  Ed Sheeran was interviewed and he was on one of the podcasts I
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  listened to. I'm like, wow, he must be
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  promoting something. My husband's like, yeah, now I'm
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  on an Ed Sheeran kick. I keep listening to his music.
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  I'm like podcast gusting works. So I wrote a piece of content
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  about that and I'm like, OK, I'm just giving people a little like
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  they now know what my husband and I talked about at 7:00 in
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  the morning, and it's relevant to the content.
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  So I just think finding ways to bring yourself into your
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  marketing is a way to kind of engage people.
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  Absolutely, yeah. And you can't fake the passion.
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  So to your point. Love that, Let's tackle.
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  The now what? We do a podcast.
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  We finish the podcast. It's great.
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  We do our virtual high 5. We close the tabs.
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  We go to our next meetings, but how can we turn that podcast
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  content into true thought leadership that we can share on
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  more places? Yeah, so I mean, literally
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  number one, right? We close the tab, what are we
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  doing next? Like I'm going to tell you what
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  I'm doing you is I'm, I'm emailing you.
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  I'm sending you a link to schedule a call.
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  Like something we talk, we need to talk more.
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  So that's number one. My biggest tip for podcast
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  guests is don't let that connection with the host fizzle
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  out because they're going to go interview dozens of other people
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  and forget about you if you don't make an effort to stay in
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  touch. So stay connected with the host.
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  Make sure you're connected on LinkedIn, Instagram, wherever
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  the place is. I like to do a little post on
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  social media right after the interview, like while I still
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  have my headphones on the microphone up in front of me,
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  like, hey, I just did an interview, you know, with Chris
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  and blah, blah, blah. And like talk a little bit about
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  it, tag the host. So now you're creating real like
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  behind the scenes, in the moment content because a lot of our
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  marketing posts are pre written, they're just kind of 2D, like
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  they're just not super exciting. So when you add some like in the
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  moment, behind the scenes video content, it does like it's just
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  more interesting. People like to follow it a lot
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  more. And then once the interview is
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  live, now you can use things like Opus clip to create a whole
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  bunch of clips from the podcast interview.
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  Put that up on your social medias, you know, get the
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  transcript of the interview, turn that into written content.
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  But my favorite way to use these podcast appearances is in my
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  sales and marketing. I will send out podcast
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  appearances to my entire list till we have a text list.
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  I'll text it out. That's always got to spike in
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  downloads and listens, books, calls.
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  I also always send a podcast interview to prospective clients
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  before they have a sales call with me or my team.
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  So that way if they've haven't listened to me on a podcast,
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  they at least have one interview that they could listen to before
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  they have a consultation call. So those are a bunch of
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  different ways that you can repurpose the interviews.
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  Love it. OK, I'm going to twist your arm
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  on this. I haven't done this on a.
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  Podcast episode yet? I think we should sign up
• 13:30
  together. To do this episode.
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  And then we. Create a piece of.
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  Content, whether it's written or.
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  Video or a podcast about podcasts that we do after but
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  let's actually. Go through what happened after
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  and then share that with LinkedIn of what what I did and
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  what you did and what we did and what I think.
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  That would be really cool. You probably already.
• 13:52
  Done it, but if not I am happy to sign up to do.
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  This with you to. Bring folks into the behind the
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  scenes of how we're actually turning this into something
• 14:00
  bigger so we could hook it into the blog post too.
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  I love that and that's just a good a little accountability
• 14:06
  partner activity to make sure we follow all of our own advice.
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  All right, we're. On We're on and watch.
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  That'll be the viral, real thing that we do.
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  There we go. We solved it right there.
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  There's our ROI. Perfect.
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  Let's talk about the uniqueness of podcasts.
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  So we have all. The marketing methods and
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  techniques and channels and everything that we're used to
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  doing, but what are some of the unique benefits for podcasts?
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  So one thing that we haven't talked about that I'm always
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  shouting from the rooftops because most people don't think
• 14:36
  about it, is the SEO value of podcasts.
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  When you're on a podcast, the host of the show is writing up a
• 14:44
  blog post about the episode. They're putting a back link to
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  your website. They're putting the video
• 14:49
  version of the interview up on YouTube.
• 14:51
  You're getting so much, you're building your online footprint
• 14:55
  to the point where people Google you.
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  Not only is your website hopefully coming up on page one
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  of Google, but all of these podcast appearances are coming
• 15:04
  up on Google. So building your online
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  footprint, increasing your domain authority with all these
• 15:10
  backlinks, like that's one of my favorite benefit of podcast
• 15:14
  casting is just increasing your online footprint because most
• 15:17
  business owners and entrepreneurs are, they're not
• 15:19
  investing in SEO yet. Like actually investing in SEO
• 15:22
  is something that comes like later in business, like up into
• 15:26
  seven figures in revenue. If you're 6 figures and below,
• 15:28
  you're probably not doing any SEO investment.
• 15:30
  This is the best way to invest in your SEO and really increase
• 15:33
  your organic traffic. Awesome.
• 15:35
  Yeah, we look long tail. Whatever.
• 15:39
  It will pay off. When you.
• 15:40
  Get the right search. We know that that will pay off.
• 15:43
  We have a question from the audience that gets a little deep
• 15:46
  and I I think you're going to like this one though.
• 15:48
  How is your approach? To decision making.
• 15:51
  Evolved throughout your career. And what's the most valuable
• 15:54
  lesson you've learned about making tough decisions?
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  OK, so this is like a topic that or my answer to this question
• 16:02
  brings in a subject matter that I wouldn't probably bring up on
• 16:05
  like most marketing podcasts. But have you ever heard Chris of
• 16:08
  Human Design? OK, great.
• 16:11
  So human design, I define it like astrology on steroids.
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  So it takes like your, your place of birth, the time of your
• 16:19
  birth, like all this stuff and you got like 2 numbers.
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  I'm A-24 generator with a sacral authority.
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  So the sacral authority is basically like like your gut
• 16:30
  intuition. So when I'm making a decision
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  and my business partner is the exact same human design.
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  So we're the same. We both have a sacral authority.
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  So for us, like we just get that gut.
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  Sometimes we don't know the decision right away if we're
• 16:42
  kind of waffling, but we're just kind of like, let it sit.
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  And the Sacral authority kind of we hear it, like we hear the
• 16:48
  answer. And so I just get that gut
• 16:51
  answer and I'm like, Sacral says this.
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  And so that's something I've learned about only in the past
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  year. I think before it was a lot of
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  like research and asking for opinions from like my business
• 17:04
  coach, like, what do they think? What's the correct answer?
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  But now how my decision making evolve is like trusting my
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  sacral authority and just going with it.
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  That's really it. Trusting myself.
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  I love that. I mean those who have listened
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  to. Lots of episodes.
• 17:19
  Have heard me tell. The story before, but.
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  There have been points in my. Career where I've over.
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  Indexed for various things and one of my.
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  Favorite was. I need to invest in working with
• 17:30
  amazing people and my wife and I went and I spoke at an event for
• 17:34
  free. I met all their customers.
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  My wife and I both went to lunch with the entire leadership team.
• 17:40
  And then we took a vacation after and just sat there and
• 17:43
  took less money, but it was one of the best.
• 17:45
  Jobs I've ever. Taken because it was listening
• 17:48
  to your gut kind of overcorrecting based on things
• 17:51
  that had happened in your. Previous role and yeah, the rest
• 17:54
  is history, you look. Back on those decisions 5/10/15
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  years ago and they always work out when you follow your
• 18:01
  intuition. Yeah.
• 18:02
  And if I could just add a little bit to that, like, also having a
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  regulated nervous system is really key because I think in
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  the past, like, before I learned about, like, neurosomatic work
• 18:12
  and, you know, processing stress and processing emotions, a lot
• 18:16
  of the incorrect decisions were more of like a stress response,
• 18:20
  like a trauma response, people pleasing, like, what do I think
• 18:23
  is going to make other people happy?
• 18:25
  But since I've learned all these different tools to calm my
• 18:29
  nervous system and be in a grounded place where I'm like,
• 18:32
  Nope, this is the correct decision.
• 18:33
  It's not because I'm trying to make this person happy or trying
• 18:36
  to protect myself from a certain threat.
• 18:38
  It's just like, this is correct. Then I can handle whatever comes
• 18:40
  from it. That's also been really big.
• 18:42
  Yeah, absolutely. Shout out therapy.
• 18:45
  And normalizing. Therapy.
• 18:48
  Yeah, some. Of my trauma I used to call
• 18:50
  superpowers and then my therapist.
• 18:51
  Was like, why do you call that a superpower?
• 18:54
  She was like, this is. Actually, not what that is.
• 18:55
  It's a trauma response that has worked.
• 18:57
  Well for you, but here are the things you need.
• 19:00
  To yeah, where? You go.
• 19:02
  You know that's painful, but smart.
• 19:04
  OK, cool this. Is a simple question and I'm
• 19:07
  being. Sarcastic for those.
• 19:08
  Who can't see the video? What is the single biggest
• 19:12
  challenge in B to B marketing? For me, I think the single
• 19:16
  biggest challenge in B to B marketing is the fact that when
• 19:20
  you're selling to B to B, there's multiple decision
• 19:23
  makers. So that's not always true.
• 19:27
  If you're talking to like a business coach who's like
• 19:29
  they're the sole owner and they don't have a team.
• 19:31
  But as you sell to B to B, whether as you're talking to a
• 19:33
  CMOACOO, you have a lot of people in the decision making
• 19:38
  room and most of the time you've got a nympho gatherer that does
• 19:40
  the sales call with you. So they're getting all the
• 19:42
  information, but all your normal sales strategies don't really
• 19:45
  work because they're like, I'm not the decision maker.
• 19:47
  That, I find, is the biggest challenge, yeah.
• 19:50
  Totally. I think that is a big challenge.
• 19:53
  All right. Look, Jessica, you have made it
• 19:55
  to the lightning round. Now we have a couple questions
• 19:57
  that are. Really, really fast the 1st.
• 20:00
  Which I think you've covered 1 already.
• 20:02
  What are your favorite? Tools and technology that you're
• 20:04
  using today. Oh, so one of my favorite tools
• 20:07
  in technology. We use a software called Alaware
• 20:10
  for outbound dialing and bulk texting.
• 20:13
  Love it. Awesome.
• 20:14
  And you did mention Opus. Clip as well.
• 20:17
  Oh yes, Opus clip, HubSpot. I could go on, Chris, but we're
• 20:20
  lightning round, so I'm trying to keep it short.
• 20:22
  All right, what about Goodreads? Favorite book, blog, newsletter,
• 20:27
  podcast and you can mention multiple.
• 20:29
  Here because you're very. Connected to the podcast scene.
• 20:32
  OK, so I'm guilty of like I'm not a big reader, but I will say
• 20:35
  the business books that have moved the needle for me the most
• 20:38
  is Alex or Mosey's books, $100 million offer, $100 million
• 20:41
  leads. I think he's got a third one in
• 20:44
  that trilogy, or maybe it hasn't come out yet but the Alex or
• 20:46
  Mosey books have moved the needle.
• 20:47
  His podcast, his episodes about sales, chefs kiss have been
• 20:51
  amazing. Awesome.
• 20:54
  You mentioned a person there, so the next question is about
• 20:56
  great. People who inspires?
• 20:58
  You in the B2B space. Oh, good question.
• 21:01
  Well, definitely Alex, her Mosey in the B to B space.
• 21:04
  I absolutely go to him for like B to B stuff.
• 21:07
  But I also want to shout out Melanie Ann Layer.
• 21:09
  She is my business mentor and I work with her.
• 21:12
  I wouldn't call her AB to B. Well, her clients are business
• 21:14
  owners, but yeah, she's I'm in her program and I love her.
• 21:17
  Outstanding. Well, you crushed it.
• 21:19
  We have one very important question.
• 21:21
  How can people get in touch with you?
• 21:23
  After this podcast episode, yeah.
• 21:25
  So interview connections.com, if you want my free gift, you could
• 21:30
  go to interviewconnections.com/prep
• 21:32
  and you can get an interview prep checklist.
• 21:34
  So you can have, you can follow all these steps that Chris and I
• 21:36
  are going to follow after the interview.
• 21:38
  That's all on the checklist at interviewconnections.com/prep.
• 21:42
  Love it. I'm going to have to grade.
• 21:43
  Myself and see how well I did going.
• 21:46
  Through the prep checklist after we did the episode too.
• 21:49
  Just to kind of hold myself account.
• 21:50
  See how prepared you were. That's right, I think.
• 21:53
  I think I aced. It you were very prepared.
• 21:56
  Yeah, I did a. Lot of stalking and with the
• 21:59
  mutual connections you know all the.
• 22:00
  Things we do right, Like just be.
• 22:02
  Prepared for everything. Well, outstanding.
• 22:05
  Jessica, Thanks so much for joining us on this episode and
• 22:07
  really appreciate your time. Thanks for having me.
• 22:10
  All right. And we're going to follow up
• 22:12
  with everyone, so hold us accountable.
• 22:14
  We will connect that. To this episode.
• 22:16
  When it launches and to the blog post, so looking forward to
• 22:19
  tackling that with you as well. Perfect.
• 22:21
  All right. Thanks.
• 22:24
  Thanks for joining us for On Base.
• 22:25
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• 22:28
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• 22:32
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• 22:38
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