Latest / What is Business Development? / Episode 71: BD Book...Top 3 Tactics from Talia Wolf's new book "Emotional Targeting"

Transcript

Episode 71: BD Book...Top 3 Tactics from Talia Wolf's new book "Emotional Targeting" · What is Business Development?

• 0:03
  Speaker 1: Welcome to the Business Development podcast brought to you by
• 0:06
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:11
  Speaker 1: to boost your career and corporate growth.
• 0:21
  Speaker 2: Hello BD pros, and welcome to the Global Business Development
• 0:25
  Speaker 2: Association podcast called What is Business Development? So let me
• 0:33
  Speaker 2: ask you if you think your customers are choosing your
• 0:37
  Speaker 2: product because of features, pricing, or logic, huh, think again.
• 0:43
  Speaker 2: Today we're going to talk about how the science of marketing,
• 0:47
  Speaker 2: psychology and buyer behavior can unlock explosive growth by creating
• 0:52
  Speaker 2: emotionally resonant experiences that convert. Wow. That sounds really exciting
• 0:58
  Speaker 2: to me. I can't wait to jump into it. And
• 0:59
  Speaker 2: if you want to learn about marketing, how it fits
• 1:02
  Speaker 2: with business development and sales in the entire customer journey
• 1:06
  Speaker 2: where you can do that as a business developer by
• 1:09
  Speaker 2: going to the GBDA website or Amazon and getting your
• 1:14
  Speaker 2: copy of the Business Development Body of Knowledge. It's everything
• 1:17
  Speaker 2: you need to learn and understand and be competent and
• 1:21
  Speaker 2: work on your proficiency to become a certified business development professional. Okay,
• 1:28
  Speaker 2: let's jump into this show with a fantastic book called
• 1:32
  Speaker 2: Emotional Targeting Windhearts boost Sales and own the market. And
• 1:38
  Speaker 2: it's written by our guest today, Talia woolf And. Talia
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  Speaker 2: is the founder and CEO of get Uplift, the conversion
• 1:46
  Speaker 2: optimization agency brands turn to when they want to increase
• 1:50
  Speaker 2: conversion leads and sales. Talia helps high growth B to
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  Speaker 2: B SaaS e commerce publishers and high growth brands across
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  Speaker 2: multiple industries transform their customer journeys by creating emotionally resonant
• 2:05
  Speaker 2: funnels using her proprietary emotional targeting framework that we're going
• 2:11
  Speaker 2: to talk about today, which is in her book, and
• 2:15
  Speaker 2: her team's unique customer first cro approach combines behavioral psychology,
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  Speaker 2: emotional messaging, and data backed experimentation to drive scalable results
• 2:27
  Speaker 2: that matter and more sales, hirer ROI, and better customer experiences. Recently,
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  Speaker 2: she was named one of the most influential voices in
• 2:38
  Speaker 2: conversion optimization. She's spoken to hundreds of stages, including Mailchimp's FWD, London, SMX,
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  Speaker 2: MOS con product hackers, and delivers actionable strategies that challenge
• 2:51
  Speaker 2: conventional CROO thinking. And she's here today to share her
• 2:58
  Speaker 2: wisdom and her strategies with from her book. Now, this
• 3:02
  Speaker 2: book is no fluff guide. Okay. It's used for applying
• 3:07
  Speaker 2: consumer psychology and persuasion techniques across your entire customer journey,
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  Speaker 2: whether you're optimizing landing pages, designing onboarding flows, or revamping
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  Speaker 2: your B to B marketing strategy. Talia shows you how
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  Speaker 2: to reach the humans before the spreadsheets, and inside you'll
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  Speaker 2: discover how to uncover emotional drivers behind your customer's decisions,
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  Speaker 2: map these emotions to specific touch points in your digital
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  Speaker 2: marketing funnel, and craft experiences that feel both rational and
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  Speaker 2: emotionally satisfying. And folks, I'm sure you're going to be
• 3:43
  Speaker 2: very satisfied with what you hear today from Talia Wolf. So, Talia,
• 3:47
  Speaker 2: welcome to the show.
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  Speaker 3: Thank you for having me. I'm excited to be here.
• 3:51
  Speaker 2: Yeah. Well it's great, thank you. And so Tali, I
• 3:54
  Speaker 2: always like to ask our guests, you know, how did
• 3:56
  Speaker 2: you get into your profession.
• 3:59
  Speaker 3: It's a great question.
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  Speaker 4: And I used to work in a digital agency for
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  Speaker 4: social media marketing, driving traffic, working on engagement, and one
• 4:09
  Speaker 4: of the.
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  Speaker 3: Things that was really itching.
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  Speaker 4: At me was and this is you know back in
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  Speaker 4: the day, this is over a decade ago, right, I
• 4:17
  Speaker 4: kept asking our clients, Okay, great, We're driving all this traffic,
• 4:21
  Speaker 4: but what about sales?
• 4:23
  Speaker 3: What about leads? Do you know how that's going?
• 4:27
  Speaker 4: And oftentimes they didn't actually know, or if they did,
• 4:30
  Speaker 4: we weren't actually getting substantial results. And that's when I
• 4:34
  Speaker 4: started testing stuff, trying different elements on the page, changing visuals,
• 4:39
  Speaker 4: changing texts, reducing forms, adding pop ups, and just testing
• 4:44
  Speaker 4: to see, hey, what can I do on a website,
• 4:47
  Speaker 4: on a landing page or in an AD to increase
• 4:51
  Speaker 4: those sales and leads. And that was kind of my
• 4:54
  Speaker 4: intro into the world of cro conversion optimization. And yeah,
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  Speaker 4: I think that was kind of the step in the
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  Speaker 4: DOL And then as I did it more and more,
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  Speaker 4: I absolutely fell in love with optimization and created my
• 5:10
  Speaker 4: own agency and started building my own propriety framework to
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  Speaker 4: really drive more conversions and really help brands optimize in
• 5:21
  Speaker 4: the best way possible using psychology and emotion.
• 5:27
  Speaker 2: That's great. Well, as the famous quote goes, I spend
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  Speaker 2: half of my money on marketing, and unfortunately I don't
• 5:39
  Speaker 2: know which half is wasted and that was a missed.
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  Speaker 2: Wanta Maker John Wannamaker, and he was the founder of
• 5:49
  Speaker 2: the Wanta Maker department stores in eighteen sixty one. So
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  Speaker 2: you know, the general and that's the general feeling, right
• 5:55
  Speaker 2: that we've consistently had within industry is Okay, I'm putting
• 5:59
  Speaker 2: all this money into marketing. I know it's working somehow,
• 6:04
  Speaker 2: but I just don't know which part of it is working.
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  Speaker 2: I don't know if people weighed fifty percent, like mister
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  Speaker 2: Wannamaker said. But it's often very difficult, and it sometimes
• 6:13
  Speaker 2: serves as this point of conflict between marketing, business development,
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  Speaker 2: and sales. You know, you're, hey, marketing, You're creating all
• 6:19
  Speaker 2: these leads, but are they any good? Yeah? Making progress?
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  Speaker 2: And so I really like which your book tries to
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  Speaker 2: focus on. So can we jump into a little bit
• 6:30
  Speaker 2: about the overarching framework of your book, You know, again
• 6:34
  Speaker 2: going back to the concept here from your book that
• 6:37
  Speaker 2: you talk about this this overarching emotional targeting framework.
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  Speaker 3: What is that?
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  Speaker 4: Yes, So I wrote the book Emotional Targeting to help
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  Speaker 4: brands of all industries to start optimizing with meaningful changes. Well,
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  Speaker 4: I noticed over the course of running thousands of a
• 7:00
  Speaker 4: by tests is that most marketers and businesses and brands
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  Speaker 4: are kind.
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  Speaker 3: Of stuck on this hamster wheel.
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  Speaker 4: They have very high goals of leads or sales, and
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  Speaker 4: they try all sorts of things on their website. So
• 7:14
  Speaker 4: they try best practices, they try copying from competitors, they
• 7:18
  Speaker 4: hire and buy the best tools in the business, and
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  Speaker 4: nothing really seems to work because it's all fragmented. And
• 7:26
  Speaker 4: what happens is marketing, you know, is saying, well, we're
• 7:29
  Speaker 4: driving needs, and as you said, like sales and business
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  Speaker 4: development are like no, these are terrible leads and it's
• 7:35
  Speaker 4: this cycle and no matter what you try, you can't
• 7:38
  Speaker 4: get those desired outcomes.
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  Speaker 3: And what this whole book is about is the fact that.
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  Speaker 4: Most brands are overly focused on selling their product, their features,
• 7:51
  Speaker 4: their technology, and they're really obsessed with their competitors and
• 7:56
  Speaker 4: just they don't have a clear strategy for optimization. The
• 8:00
  Speaker 4: whole idea is that if you want to get more
• 8:03
  Speaker 4: people to buy whatever you're selling, you have to understand
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  Speaker 4: how people make decisions. What is a decision making process?
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  Speaker 4: And what we've uncovered, which isn't new, you know, brands
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  Speaker 4: and psychologists and neuroscientists have known this for decades, is
• 8:19
  Speaker 4: that people make decisions based on emotion. We buy on
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  Speaker 4: emotion and then we rationalize them.
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  Speaker 3: And even though we love thinking that we're rational beings.
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  Speaker 3: We've really aren't.
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  Speaker 4: And this is in every single business, whether you're selling
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  Speaker 4: toilet paper, if you're selling data security, if you are
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  Speaker 4: selling a QA software accounting software, if you're selling dog leashes,
• 8:45
  Speaker 4: if you are service based company and you don't move
• 8:49
  Speaker 4: help people move houses. Whatever you're selling, people buy it
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  Speaker 4: on emotion and then they rationalize it. If you want
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  Speaker 4: to increase conversions, you have to understand the psychological and
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  Speaker 4: emotional triggers that drive people to buy from you.
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  Speaker 3: And why is this so good?
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  Speaker 4: Because one of the biggest issues we have is sure
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  Speaker 4: any one of us can probably go into a report
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  Speaker 4: and see that our website is bleeding money, that we're
• 9:16
  Speaker 4: not driving conversions, or we can see through our emails,
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  Speaker 4: But the biggest black box is what changes do we
• 9:23
  Speaker 4: actually need to make in order to increase conversions. When
• 9:26
  Speaker 4: you understand the psychology of your customer beyond behavioral elements
• 9:32
  Speaker 4: like age, geographical, location, gender, devices, when you understand why
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  Speaker 4: people buy from you on an emotional level, you can
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  Speaker 4: actually pinpoint really easily what's not working on the website,
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  Speaker 4: why people aren't converting, what stories you're missing out on,
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  Speaker 4: what content isn't working why the testimonials that you use
• 9:52
  Speaker 4: don't make sense, or what content you need to add
• 9:55
  Speaker 4: or change, or or what copy needs fixing.
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  Speaker 3: Or what design or colors.
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  Speaker 4: All of that comes to light when you finally understand
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  Speaker 4: your customer is better. And that's what this whole book
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  Speaker 4: is about. It's about helping you finally uncover white people
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  Speaker 4: really buy from you, why your website is bleeding money
• 10:14
  Speaker 4: or isn't converting, and then what to do about it.
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  Speaker 3: How can you actually optimize using all these insights.
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  Speaker 2: Yeah, and you know, Talia, this is fantastic what you're saying.
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  Speaker 2: I'm sure the business development pros that are listening to
• 10:26
  Speaker 2: this podcast this is resonating with them because in the
• 10:31
  Speaker 2: first few pages of the Business Development Body of Knowledge,
• 10:33
  Speaker 2: and actually throughout the entire book, we talk about the
• 10:36
  Speaker 2: fundamental emotional triggers that all consumers feel. Now, these aren't
• 10:41
  Speaker 2: any kind of mysterious things. These are actually all based
• 10:45
  Speaker 2: on science, actually neuroscience, and it all comes down to
• 10:49
  Speaker 2: the fundamental biological imperative that every human has and every
• 10:55
  Speaker 2: living creature on this planet has, And the biological imperative
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  Speaker 2: is to thrive. And so in the survive and thrive,
• 11:04
  Speaker 2: you know, in mentality, you have four responses in countering
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  Speaker 2: any foreign being or any foreign object, and that is fight, flight, freeze,
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  Speaker 2: and fuse.
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  Speaker 1: That's it.
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  Speaker 2: There's four fundamental responses in those manifest themselves as emotions.
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  Speaker 2: The fight is manifested as anger, the flight is fear,
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  Speaker 2: the fuse is just you know, apathy, and then the
• 11:33
  Speaker 2: final is fusing is love. It it's having the sufficient
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  Speaker 2: trust to say, I want to engage with this person,
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  Speaker 2: this entity, this company, this product, this is for me.
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  Speaker 2: And so hitting those emotional triggers are rooted not just
• 11:53
  Speaker 2: in the science and marketing, but they're rooted in neuroscience.
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  Speaker 2: They're rooted in the fundamental behavior of all human beings.
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  Speaker 2: So very powerful stuff, Talia. Let's jump into the top
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  Speaker 2: three takeaways or tactics that business developers can use, because
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  Speaker 2: I know we talked about marketing and we're talking about
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  Speaker 2: using these, say for your website and whatnot, But business developers,
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  Speaker 2: we're creating a lot of content as individuals for our prospects,
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  Speaker 2: and we're delivering value to them in order to create trust.
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  Speaker 2: And so in order to create that trust, the value
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  Speaker 2: that you provide or the content that you provide has
• 12:31
  Speaker 2: to emotionally resonate with your prospects. So Talia, tell us,
• 12:37
  Speaker 2: how can we do that?
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  Speaker 3: It's a great question.
• 12:40
  Speaker 4: So the whole process is actually built in three stages.
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  Speaker 4: Stage one, which is the first tactic, is actually doing
• 12:49
  Speaker 4: meaningful research. Meaningful research to uncover not just why people
• 12:54
  Speaker 4: buy from you, but how they're feeling right now, what
• 12:58
  Speaker 4: that pains are before finding solution, how they want to
• 13:01
  Speaker 4: feel about themselves or how they want other people to
• 13:05
  Speaker 4: feel about them and think about them after finding a solution,
• 13:08
  Speaker 4: what hesitations, concerns, roadblocks may be preventing them from taking
• 13:13
  Speaker 4: action with you, and ultimately what emotions drive their decision making.
• 13:21
  Speaker 4: And the whole research process is built unidentifying those things.
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  Speaker 4: And once you know that, it is not just a
• 13:30
  Speaker 4: gold mine for marketers. We do a lot of work
• 13:33
  Speaker 4: for professionals in business development and in sales, because what
• 13:36
  Speaker 4: happens is you're talking to people, you're trying to convince
• 13:39
  Speaker 4: them about your product, you're creating content for them.
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  Speaker 3: And you're going to have all sorts of people you're speaking.
• 13:45
  Speaker 4: To and they will have all sorts of concerns and hesitations.
• 13:47
  Speaker 4: When they have these insights, it's so much easier to
• 13:50
  Speaker 4: address them or even preempt them. Right, So step number
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  Speaker 4: one is doing meaningful research to uncover that, and you
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  Speaker 4: do that with interviewing customers, surveying your customers something I
• 14:02
  Speaker 4: like to call emotional competitor analysis, which is when we
• 14:07
  Speaker 4: really dive into our competitors and how they're selling.
• 14:11
  Speaker 3: And their messaging and their audience.
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  Speaker 4: We do that with social listening, being that fly on
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  Speaker 4: the wall on a core reddit, LinkedIn on Facebook, groups
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  Speaker 4: on YouTube, really combing through conversations and understanding what people like,
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  Speaker 4: what they hate, what they're I angree about, what they're
• 14:27
  Speaker 4: looking for, what they're missing, and all of that helps
• 14:30
  Speaker 4: us get to know the emotional profile of our customer
• 14:34
  Speaker 4: and create this compass that everyone on the team can
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  Speaker 4: follow and know exactly what to say when someone brings
• 14:42
  Speaker 4: up an objection, what testimonials they care about, what kind
• 14:46
  Speaker 4: of third party reviews or social proof they need to see.
• 14:49
  Speaker 4: What are the elements that they need to see on
• 14:52
  Speaker 4: a page or read or feel in order to say, yes,
• 14:55
  Speaker 4: this has everything that I need to feel better about myself.
• 14:58
  Speaker 4: So tactic number one is running meaningful research.
• 15:02
  Speaker 2: Yeah, oh sorry, do you want to Well, if we
• 15:05
  Speaker 2: could just pause right there, because there's a lot to unpack,
• 15:07
  Speaker 2: and I'm really excited about it. I think this touches
• 15:09
  Speaker 2: on one section of the book that I highlighted, which
• 15:12
  Speaker 2: you know, I guess your research is really getting down
• 15:14
  Speaker 2: to the fundamentals. And I might be jumping a little
• 15:17
  Speaker 2: ahead here in our discussion, but you talk about this
• 15:20
  Speaker 2: concept of the customer or the prospects self image and
• 15:23
  Speaker 2: their social image, and I suppose you know, really these
• 15:27
  Speaker 2: are the two kind of guideposts as you're engaging and
• 15:29
  Speaker 2: doing research with the prospect is kind of fundamentally getting
• 15:34
  Speaker 2: too how is my product or my competitor's product influencing
• 15:38
  Speaker 2: the prospects perception of their self image and their social
• 15:42
  Speaker 2: image within the community. And then the other great thing
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  Speaker 2: I really liked about what you said is you use
• 15:47
  Speaker 2: the word team, and I always like to say the
• 15:51
  Speaker 2: primary objective of marketing is the awareness phase of the
• 15:54
  Speaker 2: customer journey. It's the time where you, as the marketer,
• 15:58
  Speaker 2: are working to gain the attention of the prospect. That's it. Now.
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  Speaker 2: I know in certain companies marketers are expected to do
• 16:06
  Speaker 2: more in the activation phase. Once you have the prospect's attention,
• 16:11
  Speaker 2: is engaging via content with them, So it activates the brand.
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  Speaker 2: Now that is the role of prospect developers i e.
• 16:21
  Speaker 2: Business developers, and so what is really helpful, I think
• 16:26
  Speaker 2: is where those lines are clearly defined in a company.
• 16:30
  Speaker 2: If you have marketers, you have business developers. That team
• 16:34
  Speaker 2: between marketing and BD is extremely powerful because business development
• 16:38
  Speaker 2: you're the ones engaging with prospects day in and doubt
• 16:41
  Speaker 2: day out. You know, when you're giving that message, you
• 16:43
  Speaker 2: can hear how the prospect is responding. When you are
• 16:47
  Speaker 2: out there in the community even and engaging within the
• 16:50
  Speaker 2: community and you're hearing about how the competitor is communicating,
• 16:55
  Speaker 2: you're hearing what's resonating in the community. You are the
• 16:58
  Speaker 2: boots on the ground in the community. It is your
• 17:01
  Speaker 2: responsibility go back to marketing and say, hey, Marketing, I
• 17:03
  Speaker 2: know our messaging is XYZ, but I'm hearing ABC. I
• 17:07
  Speaker 2: think we need to change our messaging. Or hey, I
• 17:10
  Speaker 2: talked to a prospect. It's a lead, you got us Okay.
• 17:14
  Speaker 2: I talked to the lead and their expectation was X.
• 17:18
  Speaker 2: But our message is why we have a gap here
• 17:21
  Speaker 2: and here's what resonated when I talked to them. All
• 17:25
  Speaker 2: of that is valuable feedback to marketers I've even seen
• 17:28
  Speaker 2: business developers bring their marketers to meetings with prospects, bring
• 17:33
  Speaker 2: their marketers to conferences and stand there in the booth
• 17:36
  Speaker 2: and hear the pitch here and watch. It's actually great
• 17:39
  Speaker 2: to have a third party observer like a marketer listen
• 17:42
  Speaker 2: and watch and they're learning, of course, but they're also
• 17:45
  Speaker 2: hearing it in real time. So love to get your
• 17:48
  Speaker 2: feedback on that.
• 17:48
  Speaker 3: Tell you absolutely.
• 17:51
  Speaker 4: One of my recommendations for markets is to actually be
• 17:56
  Speaker 4: that fly on the wall on sales calls and businesses
• 17:58
  Speaker 4: development calls, so either asking for recordings or showing up
• 18:03
  Speaker 4: for a sales call or going to in person.
• 18:05
  Speaker 3: Meetings to hear how these things are happening. And what
• 18:08
  Speaker 3: usually is really interesting.
• 18:10
  Speaker 4: What we find is that when a marketer actually goes
• 18:13
  Speaker 4: and listens to not just one business developer or not
• 18:15
  Speaker 4: such just one call, but they show up to four
• 18:18
  Speaker 4: or five six different calls of different events and they
• 18:21
  Speaker 4: hear all the conversations. They will also start to pick
• 18:24
  Speaker 4: up on those trends and those themes, and then they're
• 18:27
  Speaker 4: also able to come up to the business developer and
• 18:30
  Speaker 4: start having this conversation about here's what I'm hearing, Here's
• 18:33
  Speaker 4: what I'm hearing.
• 18:33
  Speaker 3: Here's what we're saying, what do you think we should do?
• 18:36
  Speaker 3: Here's the you know, these are all goals. How can
• 18:38
  Speaker 3: I help you? And how can you help me?
• 18:40
  Speaker 4: So it really is a great way to communicate and
• 18:43
  Speaker 4: bridge that gap and break those side.
• 18:45
  Speaker 2: Those Yeah, and the other great thing is when you
• 18:48
  Speaker 2: have those inbound leads that come from marketing or just
• 18:51
  Speaker 2: come from the website with no attribution, I think, what's great.
• 18:55
  Speaker 2: I've heard this tactic before, so it's not my tactic
• 19:00
  Speaker 2: I can't claim credit for, but I think it's a
• 19:01
  Speaker 2: brilliant idea is that every time that inbound lead comes
• 19:05
  Speaker 2: to a business developer, the business developer should ask, hey,
• 19:08
  Speaker 2: how did you hear about this? And that's you know,
• 19:11
  Speaker 2: so that this this, you know, this mystery of well
• 19:14
  Speaker 2: how much am I generating and return on investment on
• 19:17
  Speaker 2: my marketing? You can do that by asking that customer,
• 19:20
  Speaker 2: having your business developers, excuse me, ask the prospect and say, hey,
• 19:24
  Speaker 2: how did you hear about this? And if they say, oh,
• 19:26
  Speaker 2: well it was your website or I heard it from
• 19:28
  Speaker 2: a friend it was a referral, Okay, great, now you're
• 19:30
  Speaker 2: that is the best attribution you could ever have. You're
• 19:33
  Speaker 2: getting it right from the prospect You're not trying to speculate,
• 19:36
  Speaker 2: you're not trying to track them with cookies and whatnot online,
• 19:40
  Speaker 2: and that's great feedback to marketing as well. Yeah, all right,
• 19:45
  Speaker 2: well let's jump into tactic or key takeaway number two
• 19:47
  Speaker 2: from the book.
• 19:48
  Speaker 4: So the second part of the framework is auditing your
• 19:53
  Speaker 4: website and your assets strategically. So we started actually just
• 19:56
  Speaker 4: touching about this now, right, So you've done this research,
• 19:59
  Speaker 4: You've started here things. You're starting to see themes whether
• 20:02
  Speaker 4: your prospects maybe are more aligned with self image, how
• 20:06
  Speaker 4: they want to feel about themselves or social image, how
• 20:09
  Speaker 4: they want others to feel about them. And you're starting
• 20:11
  Speaker 4: to see these reoccurring themes of top pains, top concerns,
• 20:16
  Speaker 4: roadblocks from converting.
• 20:18
  Speaker 3: Now, what you want to do is comb through.
• 20:21
  Speaker 4: All of those assets, the emails that are being sent,
• 20:24
  Speaker 4: the homepage that people are going to, the product pages.
• 20:28
  Speaker 3: If you're standing and you've.
• 20:30
  Speaker 4: Got like even in your boof and you've got marketing
• 20:32
  Speaker 4: leaflets and stuff, and you are actually what is the messaging?
• 20:36
  Speaker 3: What's missing? And you need to ask yourself a set.
• 20:39
  Speaker 4: Of questions of hey, am I making all of my
• 20:42
  Speaker 4: messaging about myself or is it about the customer? Am
• 20:46
  Speaker 4: I addressing their top pains? Do I actually show social
• 20:49
  Speaker 4: proof they care about? Am I actually showing the outcomes
• 20:53
  Speaker 4: they want? When you do the research from tactic number one,
• 20:58
  Speaker 4: then it's so much easier to review everything that you
• 21:02
  Speaker 4: have right now and you're marketing and see and really
• 21:06
  Speaker 4: see if it's working or not. And that is the
• 21:08
  Speaker 4: next step, and I think it's so much better because
• 21:11
  Speaker 4: oftentimes what happens is you'll be told that, Okay, something
• 21:15
  Speaker 4: in marketing isn't working, something on the website isn't working,
• 21:17
  Speaker 4: or an email isn't working, and then you just go
• 21:20
  Speaker 4: with the current data that you have and you look
• 21:22
  Speaker 4: at the website and you're like, well, you know best
• 21:25
  Speaker 4: practices say no no two calls to action, but you're
• 21:29
  Speaker 4: not looking at your website and the assets from the
• 21:32
  Speaker 4: eyes of your customer. When you have the research that
• 21:35
  Speaker 4: we just spoke about in your hands, it's so much
• 21:38
  Speaker 4: easier to actually identify what's really not working. And that's
• 21:41
  Speaker 4: why it's tactic number two or keep takeaway number two,
• 21:44
  Speaker 4: because first you have to do the research and then
• 21:47
  Speaker 4: everything opens up and it's so much easier to uncover
• 21:50
  Speaker 4: what's really not working.
• 21:52
  Speaker 2: Yeah, I like this idea of auditing. You're continually auditing
• 21:57
  Speaker 2: as well. You know, you'll start off with your base
• 22:00
  Speaker 2: baseline assessment based on the research that you did, but
• 22:02
  Speaker 2: this is a continual evolution of constant improvement to your
• 22:06
  Speaker 2: messaging because your community and your marketplace is constantly changing.
• 22:10
  Speaker 2: Your competitors are changing, and the technology and the products
• 22:13
  Speaker 2: and the services that are being created are also changing.
• 22:15
  Speaker 2: But I think one really interesting concept you talked about
• 22:18
  Speaker 2: tell y'all is getting those proof points of customer success
• 22:23
  Speaker 2: and feeding that back into your marketing content. And that
• 22:29
  Speaker 2: is so critical. And the big reason is, you know,
• 22:32
  Speaker 2: I often hear people say, Okay, we've prospected, we converted
• 22:38
  Speaker 2: the prospect into a customer. Great, okay, BD marketing, Now
• 22:42
  Speaker 2: go away, Wait, go away. This is the best part
• 22:47
  Speaker 2: of the customer journey. We need Look, we need to
• 22:52
  Speaker 2: be in the customer success phase after conversion. Business developers
• 22:56
  Speaker 2: need to be involved. Marketers need to be involve because
• 23:00
  Speaker 2: we are the ones gathering that information. And then actually,
• 23:03
  Speaker 2: from a business development standpoint, we're helping the customers become
• 23:08
  Speaker 2: a big success because at the end of the day.
• 23:11
  Speaker 2: We want them to grow. We want them to enter
• 23:14
  Speaker 2: the growth phase, which means they internally grow and achieves
• 23:18
  Speaker 2: their objectives. But secondly they help us grow. They become
• 23:21
  Speaker 2: great referral partners. And so having that access to engagement
• 23:26
  Speaker 2: during the customer's success and the growth phase critical information.
• 23:31
  Speaker 2: Wouldn't you agree, Talia to help you get those proof points?
• 23:34
  Speaker 3: Absolutely?
• 23:35
  Speaker 4: And what we need to remember is a lot of
• 23:38
  Speaker 4: times when we use.
• 23:40
  Speaker 3: Kind of social proof, it's kind of abused in a way.
• 23:44
  Speaker 4: We all know that we need social proof, and it's
• 23:46
  Speaker 4: kind of like a checklist.
• 23:47
  Speaker 3: So we include a.
• 23:48
  Speaker 4: Food logos and we have some random generic quotes from
• 23:53
  Speaker 4: customers saying like this is the best service ever, or
• 23:56
  Speaker 4: we love this product. But honestly, like the best social
• 23:59
  Speaker 4: proof you can have is one that dismantles objections and
• 24:02
  Speaker 4: concerns that people have. So your role actually as AVD
• 24:07
  Speaker 4: is to go.
• 24:08
  Speaker 3: And find those quotes.
• 24:10
  Speaker 4: You're already speaking to the customer and you know, okay,
• 24:13
  Speaker 4: the number one thing that might be a hesitation or
• 24:16
  Speaker 4: a blocker is people are worried they won't be able
• 24:18
  Speaker 4: to do this themselves, that they'll be stranded. And everything
• 24:21
  Speaker 4: sounds great, but once they buy into your product or
• 24:24
  Speaker 4: your solution, they're left alone and they'll won't have the
• 24:27
  Speaker 4: technological know how to do it. Now that you know
• 24:30
  Speaker 4: that this is the biggest roadblock all concern, your goal
• 24:33
  Speaker 4: is to go back to all these conversations that you've
• 24:35
  Speaker 4: had and actually say, oh, look at all these quotes
• 24:38
  Speaker 4: by people who said, you know, in the past, I
• 24:41
  Speaker 4: was worried about this exact same thing.
• 24:43
  Speaker 3: But this person really helped me throughout the whole journey.
• 24:47
  Speaker 4: And you only know that if you're part of the
• 24:49
  Speaker 4: whole journey after they've converted to So it's a you know,
• 24:52
  Speaker 4: it's a job of a few people.
• 24:55
  Speaker 2: Yeah. Well, and this is a very timely discussion because
• 24:59
  Speaker 2: I can you not Talia. Today, I had a question
• 25:03
  Speaker 2: from a prospect of says, well, can you tell me
• 25:06
  Speaker 2: how your product has resulted in positive outcomes for your customers?
• 25:11
  Speaker 2: And I looked at all of our customer success data,
• 25:15
  Speaker 2: and I provided the data that specifically, quantifiably showed proof
• 25:20
  Speaker 2: of not just the customer feedback, but also how they
• 25:24
  Speaker 2: felt about the individual products based on a scale, a
• 25:28
  Speaker 2: sliding scale rating system. And so that's perfect proof of
• 25:35
  Speaker 2: how we do this as business developers. Day in and
• 25:37
  Speaker 2: day out, and then that feedback now can go back
• 25:40
  Speaker 2: to marketing saying, Okay, I think we need more proof
• 25:42
  Speaker 2: points on our website because obviously we're having prospects ask
• 25:45
  Speaker 2: us about this and we're not doing a good enough
• 25:47
  Speaker 2: job probably on our website. Okay, Talia. The final takeaway here,
• 25:51
  Speaker 2: bring it home.
• 25:53
  Speaker 4: Final takeaway is running meaningful tests. So what often happens,
• 25:56
  Speaker 4: and I mentioned this kind of at the beginning, so
• 25:58
  Speaker 4: this is a good.
• 25:59
  Speaker 3: Circle, is that we tend to.
• 26:03
  Speaker 4: Kind of get worried that things aren't going well, and
• 26:06
  Speaker 4: so we launch all sorts of stuff and we change
• 26:09
  Speaker 4: specific elements and nothing's really working, and then we get on.
• 26:11
  Speaker 3: That hamster wheel again. So the key takeaway is.
• 26:14
  Speaker 4: Actually run meaningful tests. Don't just change a button, don't
• 26:19
  Speaker 4: just reduce a form field, because that's going to get
• 26:21
  Speaker 4: you more leads. What you need to do is take
• 26:24
  Speaker 4: all the insights, take the audit that you just did,
• 26:27
  Speaker 4: and hypothesize what big changes and meaningful changes can you
• 26:32
  Speaker 4: make that will actually have an impact on your customer's emotions,
• 26:37
  Speaker 4: on their feelings, on how they want to feel. What
• 26:40
  Speaker 4: are the changes that you can make to your messaging
• 26:42
  Speaker 4: to your design to your whole customer journey that could.
• 26:45
  Speaker 3: Have a real impact.
• 26:47
  Speaker 4: So the idea is stepping away from tactics and being
• 26:51
  Speaker 4: a lot more strategic and sharing those results with everyone,
• 26:57
  Speaker 4: because even if you don't get those increase and leads,
• 27:01
  Speaker 4: if you run a meaningful test. Let's say you have
• 27:04
  Speaker 4: an hypothesis that your prospects are really really kind of
• 27:10
  Speaker 4: motivated by their self image, how they want to feel
• 27:13
  Speaker 4: about themselves after hiring you, and you try that in
• 27:17
  Speaker 4: multiple leaflets, in emails that you send on your website.
• 27:20
  Speaker 3: And it doesn't work.
• 27:22
  Speaker 4: It's great because you can now talk to everyone on
• 27:26
  Speaker 4: the team and say, hey, we tried this angle, this
• 27:28
  Speaker 4: was our hypothesis, this isn't working.
• 27:30
  Speaker 3: This is what we tried. It didn't work, But now
• 27:33
  Speaker 3: we're going to put X, Y and z.
• 27:34
  Speaker 4: So everyone's learning from this test versus you just saying
• 27:40
  Speaker 4: to someone like change the button from red to blue
• 27:42
  Speaker 4: and doesn't succeed in like, oh, I guess blue doesn't work.
• 27:47
  Speaker 4: So it's just about learning and testing and learning and
• 27:50
  Speaker 4: sharing all of those results, whether you increase conversions or not,
• 27:54
  Speaker 4: with the whole team.
• 27:56
  Speaker 2: All right, well, testing and I really like about what
• 28:00
  Speaker 2: you said sharing the results of those tests with everybody.
• 28:03
  Speaker 2: And that's the business developers, that's the salespeople, that's the
• 28:07
  Speaker 2: customer's success. The entire go to market team needs to understand, Hey,
• 28:12
  Speaker 2: we're making modifications to our website or our leaflet content,
• 28:18
  Speaker 2: whatever the content is, that's creating. That's created by marketing
• 28:22
  Speaker 2: and use to create awareness and then everybody can be
• 28:26
  Speaker 2: on the same sheet of music because you know, if
• 28:27
  Speaker 2: there's a change to the website, business developers need to
• 28:30
  Speaker 2: know that, oh, we added we added proof points, we
• 28:34
  Speaker 2: added social proof to the website.
• 28:35
  Speaker 4: Great.
• 28:35
  Speaker 2: I can refer to those in my discussions with the
• 28:38
  Speaker 2: prospects like, hey, oh you have this question about you know,
• 28:43
  Speaker 2: our proof points and how this enhanced the performance of
• 28:45
  Speaker 2: our customers. Yeah, those are our website. Let me show
• 28:47
  Speaker 2: you real quickly so you can share those with the
• 28:49
  Speaker 2: other members of the buying committee. This is this is
• 28:53
  Speaker 2: really powerful again, Tali. I love how you really bring
• 28:57
  Speaker 2: it to one common team operating successfully to avoid getting
• 29:04
  Speaker 2: on that hamster wheel and folks to avoid getting on
• 29:08
  Speaker 2: that hamster wheel. Summarizing Talia's top three takeaways from her
• 29:12
  Speaker 2: fantastic book is, first, do your research, and when we
• 29:17
  Speaker 2: talk about research, research in the context of the prospects
• 29:20
  Speaker 2: self image and their social image, and understanding exactly how
• 29:25
  Speaker 2: they feel before and after the deal is critical. Second
• 29:29
  Speaker 2: of all, doing an audit, audit how the performance of
• 29:33
  Speaker 2: your marketing in not just the prospecting phase, but also
• 29:38
  Speaker 2: in the customer success phase. And again have in that
• 29:41
  Speaker 2: entire customer journey in the context of the audit, how
• 29:44
  Speaker 2: are we doing each step of the way. And then
• 29:48
  Speaker 2: finally testing, testing with positive or negative feedback to the
• 29:53
  Speaker 2: entire team. That way, everybody's on the same sheet of
• 29:56
  Speaker 2: music and they're off of the hamster wheel. Now, Talia,
• 29:59
  Speaker 2: I'll if you abbreviate that as an acronym, which I
• 30:02
  Speaker 2: always like to do, that's research, audit, and test. That
• 30:06
  Speaker 2: spells rat. So I suppose if folks, if folks do
• 30:09
  Speaker 2: not want to be on the rat wheel, not the
• 30:11
  Speaker 2: hamster wheel, but if you want to get off the
• 30:13
  Speaker 2: rat wheel, take these top three steps from Talia's fantastic book,
• 30:20
  Speaker 2: and folks again, it's available on Amazon and it's called
• 30:24
  Speaker 2: Emotional Targeting How to Win Hearts, boost sales and own
• 30:28
  Speaker 2: the market. You can grab your copy very accessible and
• 30:31
  Speaker 2: kindle paperback and Talia, how can folks follow your work,
• 30:35
  Speaker 2: how can they connect with you?
• 30:38
  Speaker 3: So there's multiple ways.
• 30:39
  Speaker 4: Obviously, you can follow me at get uplift dot Co,
• 30:42
  Speaker 4: which is our agency's website where you can find loads
• 30:45
  Speaker 4: of case studies and content that you can bring back
• 30:47
  Speaker 4: to your team to sell them on this approach.
• 30:51
  Speaker 3: And there's loads of free guides and things that you
• 30:53
  Speaker 3: can download from that.
• 30:54
  Speaker 4: You can also follow me on LinkedIn where I share
• 30:57
  Speaker 4: weekly case studies and just teach exact what we did,
• 31:01
  Speaker 4: how we tested it, what we learned from it, and
• 31:03
  Speaker 4: what you can apply to your own work. And yeah,
• 31:06
  Speaker 4: reach out to me on all social media and I'm
• 31:09
  Speaker 4: there all right.
• 31:11
  Speaker 2: Well, Tali again, thank you so much for everything you
• 31:13
  Speaker 2: do for the marketing profession but also for us business developers.
• 31:17
  Speaker 2: We really appreciate your work, and folks reach out to Talia.
• 31:21
  Speaker 2: She's a wonderful person, a thought leader in the marketing
• 31:24
  Speaker 2: space and in particular her book. Again, her book is
• 31:28
  Speaker 2: called Emotional Targeting. It's available on Amazon. Grab your copy today.
• 31:33
  Speaker 2: Thank you, Talia, Thank.
• 31:34
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• 31:42
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• 31:46
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• 31:50
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