#611: Effective Use of Marketing to Win More B2B Sales w/ Joe Apfelbaum

 

Joe Apfelbaum, CEO of Ajax Union, business strategist, keynote speaker, coach, and author, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

Joe says the single biggest challenge facing sales reps today is having a solid list of customers to pursue. Get Marketing to qualify leads so reps see the right leads.
Joe has worked with over 11,000 companies. Many were failing by sending salespeople to work unqualified leads, instead of identifying ideal leads for salespeople to sell.
Joe distinguishes between Marketing Qualified Leads and Sales Qualified Leads. A name, a number, and an email address do not make a Sales Qualified Lead. Send salespeople after prospects who are qualified to buy.
There is a debate about who has responsibility for qualifying leads. Cold calling is a marketing tool. It is not Why give it to a salesperson? What is the most efficient use of a salesperson’s time?
Joe gives a case study of an Adwords campaign giving salespeople too many leads to qualify. Their sales went down. Joe got them to use a process to qualify the leads. Then, with qualified leads, their sales doubled.
Joe does a rap that nobody forgets. He always does something new for an elevator pitch. Find something unique. Joe has guests on his podcast to find good leads.
Ajax started with Alan Friedman, Joe, and X (the customer). Ajax helps B2B companies generate new leads using the internet and nurture leads by marketing automation in Account-Based Marketing.
Ajax developed B2Bx technology to show you who’s coming to your website, what they do on it, and what they googled or clicked on to call you.
Ajax uses a new digital methodology for ABM. Combining ABM within social media allows you to target the right people at the right time. Send the right top-of-funnel messages to the right top-of-funnel prospects.
Don’t make presumptions in ABM that you wouldn’t make in a face-to-face engagement. Look at your social messaging. It may not match your targets.
Get in front of people. Use technology as a tool to get you closer to people, not further away.
B2Bx is available as part of the consulting services of Ajax and is now also available as a separate offering. Joe contrasts competing software tools with B2Bx. Part of the service Ajax offers is education and coaching.

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