Marketing Messaging to Drive Sales Forward w/ Stephen Beach

Outbound Sales Lift

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Don’t feel like listening? Read the Episode Cliff Notes instead below:

Getting Information Out (0:22)

Whatever your sales process is, an important foundational piece is not just marketing but really selling.

You’ve got to help the process by pushing back, which furthers the sales conversation. But to get back to it, ideally, you have at least a couple of pieces that are cohesive and compelling to your target prospects.

Companies need a place to start. They don’t even have a single one-pager and might just be thinking- what do I send?

Having specific examples based on one particular company or situation is great to pass on to a prospect to further that conversation.

Many sales happen in between the conversations, so what are you doing in between that first and second call?

Those are such important times where you can reinforce what you’ve heard and validate a lot of what you bring to the table. Then, you can really set up the next call.

Importance of Deliverables (6:05)

At each step, there’s a deliverable or outcome that the prospect or client can expect to earn from you. So that’s where you shift it in a way from “here’s what we do” into “here’s what you get from working with us.”

You don’t want to put onboarding as your first stage on your client’s success map because that’s not super valuable to the client. What’s beneficial to the client is the output of your onboarding.

Sometimes it’s in the framing. For example, it might be onboarding or internally, or it might be we’re onboarding this client. But in the client success map, it might be called that strategic roadmap or that audit of where this relationship can go.

We do messaging is twofold: we follow the StoryBrand messaging framework and then move the interview process to Zoom. So interviewing these people is where the golden nuggets are for your messaging.

Marketing vs. Sales (13:40)

There’s a lot of thought leadership between marketing and sales and how those two departments come together. We just refer to it as a revenue team.

It’s a blend of marketing and salespeople. So you need to be diligent about how you do it. It’s not just saying let’s have marketing support sales.

The role as a marketing agency is really to support the sales effort. So the best marketers are close to sales. They’re attached to the hip of sales. So it’s not just part of what we call the revenue team, which is let’s drive to a shared revenue goal.

Stephen’s Bio:

Stephen is a sales rep turned inbound marketer, giving him a unique perspective on marketing-sales alignment and how marketing can best support a company’s sales efforts. Stephen is CMO at Vantage Impact, helping clients set up and optimize HubSpot’s tools to market better and sell more effectively and efficiently. His unique modernized approach to marketing and sales is a game changer for the financial services industry, helping advisory practices move beyond cookie cutter content and hand shaking at events, to be more digital and automated without losing personal touch.

Golf, cold brew, bourbon (in that order). Big fan of goofy t-shirts and craft brewery trucker hats. ——

Last year Traci Beach and I started a second business with our brother-in-law, Boston Cardinal. In the middle of a pandemic with a bunch of little kids running around felt like the right time 😳😁…so we formed Vantage Impact. We are excited about this business because the model we’ve built is very unique.

Yet what we did was very simple really: we combined our Craft Impact: A Growth & Communications Agency business with Boston’s 10+ years of financial advisor recruiting experience, where he managed 1500+ financial advisor transitions.

Vantage Impact exists to guide financial advisors through big changes for their practice. We have two sides to the business: Transition and Growth.

Once we help advisors find the right firm, talent or custodian, we leverage strategic marketing and change communications, so they can grow a practice that’s profitable, impactful and life giving.

Cheers 🍻 to 2 “Impact” businesses 😛 and 3 little kids…what a ride!

Important Links:

Stephen Beach’s LinkedIn Profile