On the podcast recently I had this guy named
Vasil Azarov and at the end of it
he invited me out to New York to come
to his growth marketing conference,
so that's what we're up to today.
(subway roar)
- It was a quick 40 minute subway ride.
Now I'm in Borough Hall, look at this view.
But around the corner is the hotel I'm going to.
New York Marriott, Brooklyn Bridge.
So one of my biggest pieces of advice
for going to conferences is to only go to conferences
where your target market's gonna be.
And since I was invited to this one
basically for free my target market's not here.
This is the growth marketing conference,
so a lot of these people that I'm meeting
are in software as a service, which is cool.
But Experiment 27 only markets to digital agencies.
So I'm still on the lookout for digital agencies,
otherwise there's a couple talks I wanna see.
Derek Halpern is speaking in a little bit
and then I've got some friends
one of which owns an agency that's sponsoring
this conference that I wanna see.
So this is the breakfast area
at the conference, get the hallway.
- Welcome everyone, thank you so much for being here.
First growth marketing conference in New York.
Let's give it a round of applause.
(applause)
- People believe they need to fight for them,
meaning they'll fight against their competition,
they'll send out spammy emails at people.
I get emails like this all the time.
They're like hey, I hope this email finds you well.
I wanted to reach out because I notice
you use this other product, now I want
you to use my product instead.
This is how a lot of software companies
for some reason try to acquire new customers.
They basically spam people who are using
competitor products and they try to fight against them.
And they'll say like, we have this new and improved
feature, but the main focus these people are doing
is they're focusing on the switch.
For some reason, right now a lot of people
who are trying to acquire new customers for their business
whether it's a SaaS company, a consulting company,
they're often finding people who are already
paying other people to do the same service
and they're trying to persuade these people to switch.
It makes sense why they would do that,
because if you can get the switch,
you know they're already spending money on it, again.
There's this whole myth around your ideal customer.
Because there's no such thing as one
ideal customer for your business.
In fact, you might have one ideal customer
but you might have another ideal customer.
And another one, and all these people
want what you sell for a different reason.
So if you're a headphone company
you might be selling headphones
to gamers because they wanna play games.
You might be selling headphones
to people who are exercising.
You might be selling headphones
to people who wanna meditate.
If you want to acquire more customers
you need to figure out the reason why
people want what you sell.
It's not just about your one ideal customer.
It's about knowing each different type of customer.
And when you know each different type of customer,
that gives you the ability to approach growth
in a more systematic way looking for specific
groups of people, and that's how
we managed to grow Social Triggers from
zero to about 250,000 subscribers.
Derek said some really interesting stuff
about segmenting customers after the talk.
At the end of the talk somebody raised their hand
and asked a question from IBM and you could
see him switch into corporate selling mode,
he was trying to pitch.
But the question she had was around
getting the sales team to accept
MQL, so Marketing Qualified Leads, right?
You go through the process of generating
leads through pay per click campaigns
and then the sales team doesn't accept the lead
because the lead isn't high enough quality.
And Derek's answer to that was getting the lead
to opt into multiple e-books before
having the sales team contact them.
But it is actually a huge problem
especially in growing companies.
How do you get the sales team to actually
try on the marketing qualified leads,
something we're dealing with a lot at Experiment 27
because most of our leads are coming from cold email
and one of the problems of that is
you guys will send me a lot of emails and stuff
and we've had a lot of clients from this YouTube channel,
but then there's also a bunch of emails
that are just questions and that sort of stuff.
And also for our clients, when we run
pay per click campaigns, we've had the same complaint.
Right, like these clients aren't qualified enough,
not worth the sales peoples time, we're gonna
make them MQLs instead of SQLs,
marketing qualified leads instead of
sales qualified lead, and it's interesting to hear
that even companies as big as IBM
are dealing with that issue.
- The only reason to give a fucking talk
is to change the world.
When I talk about changing the world,
I think that it's a little bit of a skewed definition,
our definition is fairly stupid because we think
changing the world means changing
every single human's life.
Like if it doesn't have scale and I don't change
five billion people's lives, my life had no purpose.
Bullshit, all I need to do is change one person's life
and all I need to do is make one of you do something
you wouldn't have done if I hadn't talked
and this was worth it to me.
I'm gonna end the vlog here for today.
I really just wanted to show you
guys that Derek Halpern talk.
I'm gonna network around a little bit.
Otherwise, if you like this video feel free
to give it a like on YouTube to encourage
more vlogs and this type of content.
Subscribe for more B2B sales training
and if you need marketing support for your
digital agency, check out Experiment27.com.
I'm Alex Berman. Thanks.