Today’s guest is a marketing speaker and author who worked his way up through the New York City advertising scene. He’s been featured in AdAge, Forbes, CMO.com, and Fast Company. Jeff Perkins is the CMO of Greenlight Guru and Author of How Not to Suck at Marketing.
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Jeff joins Host Chris Mechanic to share the importance of getting quick wins right out of the gate, how to reshape your content to land more logos, and why un-gating your content is the key to getting prospects to come back for more.
Takeaways:
- When stepping into a new marketing role, focus on quick wins! Instead of diving into big, time-consuming projects such as a website overhaul or full rebrand, start by identifying and implementing small, impactful initiatives that can build credibility and show results quickly.
- Build credibility with the executive team: Prioritize building trust and credibility with the executive team by delivering quick wins and demonstrating your competence as a marketer.
- Find the “watering holes” in your industry, such as key platforms, websites, or publications where your target audience gathers to learn about products or services in your industry. Establish a strong presence in these watering holes to increase visibility and credibility.
- Implement retargeting campaigns across multiple platforms to reach potential customers who have already visited your website. This cost-effective strategy can help increase brand visibility and engagement.
- Tailor your content strategy to focus on the needs and challenges of larger companies in your industry. This shift can help attract and engage more enterprise-level customers.
- Create a tool or calculator that helps prospects quantify the return on investment they can expect from your product or service. This can be a powerful sales enablement tool, especially in a challenging economic climate.
- Ungate most of your content to reduce friction for prospects. Only gate content that is highly valuable or requires additional contact information for lead generation purposes. Provide prospects with a wealth of informative and valuable content on your website.
- Design your website to serve as a virtual salesperson, providing prospects with all the information they need to make informed decisions this creates a self-guided buyer journey. Offer a choose-your-own-adventure journey that allows prospects to explore content and resources at their own pace.
Quote of the Show:
- “The key to the success I’ve had at different companies has been the quick win strategy” – Jeff Perkins
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