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A friend of mine is a HUGE fan, of many things, but mostly movies and music – especially the stars and musicians. And he always has a knack for bumping into famous people on the street – I love when he shares pictures of his latest impromptu meet-and-greet. We jokingly call him ‘Superfan Graham’ – and it is the PERFECT nickname for him!

I’ve compared B2B customers and leads to fans before, and I’m doing it again today… because ultimately, I believe that’s what they are!

Give this song by the Band (RIP Robbie Robertson) a listen as we see what the experts are saying this week.

Finding Your B2B Fans

Would you consider your largest customer a ‘fan’? Do you even understand who your biggest fans are?

One challenge remains common for businesses of any size, sector, or location: building a successful sales strategy. If your sales team is struggling to connect with your customers, an ideal customer profile (ICP) just might be the missing ingredient. Our friends from breadcrumbs.io show how having an ICP is crucial for businesses and provide a guide to building one, if you haven’t already.

If you do it right, you’ll reap the benefits:

1. Shortened sales cycle
2. Personalized marketing
3. Increased customer lifetime value (CLV)
4. Improved account-based marketing

Maybe you already have an established ICP. But things change fast! If you’re not seeing these benefits, use this guide to revisit it (spoiler: ‘Review and Revise’ is the last step). You may find something you missed!

Connecting with Your Superfans

I recently read about ‘superfans’ and have seen data from the likes of Luminate and Goldman Sachs looking at the percentage of fans who qualify for that specific term. Something grates on me about institutions attempting to quantify the term, as if to identify a new market segment and tell everyone we need to focus on that now.

The reality, of course, is that these fans have always been there! If you’re only now learning about superfans and why you should focus on them more, well, you’re really, really late to the party. The best fan relationship is one in which an artist/brand is making serious money and the fans themselves are absolutely happy to be spending their money on that artist or brand.

People spending money on you and your work is not inherently a gouge. It can be (Taylor Swift’s eight Folklore album covers???), but the best practitioners effectively see fans throwing money at them and loving every second of it. This, to me anyway, is just entrepreneurialism, or good business, and might be something we’re not seeing enough of in music.

Some 14 years later, I’d argue Mike Masnick’s equation about the fan relationship and monetizing it still rings true:

connect with fans + reason to buy = $$$

Wow – sounds a lot like B2B, doesn’t it?

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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Memorial Day isn’t just about barbecues and the start of summer. For many, it’s a day of reflection and contemplation. As marketers, how often do we reflect on the past and think about the motivation driving our activities?

I started this weekly email/blog during COVID to share best practices and learnings with the B2B community… and to infuse some musical references and forge a link with my personal interest in sales, marketing, music, and tech.

I hope you still get some value from these emails, and of course, always want to hear from you!

Check out this new song by Foo Fighters as we see what the experts are saying this week…

Demand Gen Reflections

How have your campaigns been performing? Where are you now in terms of your demand gen for 2023? As you reflect back on your year so far, perhaps you’ve had your share of failures and successes. What are some of the challenges or pitfalls in your demand gen? If you’re like many B2B organizations, they could be:

• Not talking to your customers enough
• Not generating results from your content
• Not converting your leads into opportunities and clients
• Not having the right data to make decisions

After many years of B2B campaigns and millions of leads generated, I can say that quality always trumps quantity. Many marketers choose quantity, wasting time on leads that aren’t likely to buy. Instead, businesses should focus on high-quality leads to grow their sales. Good things take time and it’s important to set long-term goals.

Perhaps it’s time to go back to square one and reflect on those goals… it might be necessary to rework them with the long term in mind.

The Foos’ New Drummer

You may have seen that Foo Fighters announced their new drummer, Josh Freese. The band revealed the news in a tongue-in-cheek livestream titled “Foo Fighters: Preparing Music for Concerts,” which promised a few surprises.

Recorded in their studio, the livestream opened with the band teasing the identity of their new drummer by calling in a slew of famous cameos, including Tommy Lee from Mötley Crüe, RHCP’s Chad Smith, and Tool’s Danny Carey.

In January, the band announced they would remain together and continue performing after the death of their drummer Taylor Hawkins. There has been much speculation this year regarding the replacement for Hawkins, and the band had been tight-lipped about possible recruits.

How do you think the band handled this whole process? In typical Foos form, they had a ‘genuine-ness’ and a sense of humour throughout. Replacing a key member of the band could have alienated fans or contradicted their overall perception. Would you have done anything different to maintain continuity?

It’s one thing to say, “I’ll take care of everything from now on.” But it’s a whole other thing to assure your stakeholders that they’re in good hands. Reflect back on what was done previously to ensure you can maintain the same standard that your fans (or your customers/clients) will hold you to.

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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Ahhh… springtime. The winter frost is gone, the weather’s warming, and we’re looking forward to the sunshine! It’s a time of year for renewal, hope, and setting milestones – both personally and professionally.

Give this uplifting song from Weezer’s SZNZ: Spring album a listen as we see what the experts are saying this season…

ABM at 20

We’ve hit a milestone for account-based marketing – 20 years since the term was coined! If you know me, you know I feel that ‘ABM’ goes a pretty long way back – albeit under different names or methodologies. But ABM as a term has been around for about 20 years now.

Is it still relevant? Have you implemented account-based strategies in your organization?

In the spirit of springtime and planning for 2023, Marketing Insider provides recommendations to all marketers who must address ABM in some capacity, including:

• Invest in ABM with adequate budget and resources – I’ve seen too many organizations go ‘partly-in’ only to develop ineffective programs that just don’t produce results
• Embed ABM into your overall strategy and execution
• Invest in research and thought leadership to create value
• Create personalized content for specific accounts and personas, with tailored value propositions

While ABM may be hitting 20, some say it’s still in a period of adolescence and growth. What do you think? Take a look at where you started from and where you are today… I’ll bet there are still plenty of ways to continue to grow your ABM strategies!

Too much content?

Weezer’s SZNZ series is a set of four albums released over one year, at the start of each season, with all songs on each album following that theme. What an ambitious goal. That’s a LOT of music to write, record, and release in the course of a year!

But is there just too much music out there?

Today we have the equivalent of a jukebox that holds 196 million songs and counting. About 3,940 songs uploaded daily come from major record labels. That alone is way too much for the music consumer to even begin to process… but it pales in comparison to the 90,000 songs uploaded by indie labels and DIY musicians every day.

Musicians definitely took COVID-19 lockdowns as an opportunity to write. But even though things have (mostly) returned to normal, the DIY uploads that shot up in that time show no signs of slowing down. And what happens to all these songs? About 20% of them never even get a single stream!

This isn’t encouraging for musicians. With all this noise that keeps getting louder every day, how do you stand out?

And what about B2B? Is there too much content out there? I would imagine the same concerns apply – how can you stand out from the crowd when you’re publishing content and competing with such huge amounts of new material being pumped out on a daily basis? And with AI playing a larger role in creation, the amount of content promises to be exponentially higher – making it easier for potential customers to forget you like an amnesiac.

Remember the old adage: marketing to everyone is marketing to no one. Maybe the key to standing out is less about standing out, and a little more about – like Marketing Insider says – personalized, tailored content for your BEST leads.

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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As a guitarist, I’ve listened to my share of loud music. Back in the ’80s, there was no such thing as an unnecessary amplifier… the more the better! Just look at the videos from then – the back of the stage filled with huge amplifiers – which I thought was super cool.

But when it comes to language, Seth Godin advises against unnecessary amplifiers. That got me thinking about our communications and how we love hyperbole.

We might as well jump in and see what the experts are saying this week… so give this song by Van Halen a listen as we do!

AI’s Role in ABM

Artificial Intelligence seems to be on everyone’s mind these days. B2B Marketing Zone lists ways AI can support ABM. These are just a few:

• Segmenting your market
• Generating targeted content
• Scoring leads and determining when to engage

Of course, there are challenges in implementing AI for ABM. Understanding what data to collect and ensuring output quality are some big ones. Will AI-generated targeted content be too full of unnecessary amplifiers? Will it get to what’s real and have the right tone for your organization?

You won’t know until you begin, but there are definitely best practices you can follow when integrating AI. Make sure your goals and objectives are clear from the outset, regularly test your results, and ensure you have the resources available to manage and maintain your AI software… and soon enough, nothin’ will get you down!

Music & Tech Trends

Walls of amps aside, have you been wondering how music tech is trending in 2023? Bob Lefsetz shared some of his predictions. I found them particularly interesting, as just about all of them apply to B2B as well!

• Independent creators will continue to grow
• Ticketing is heading for a crunch point
• If TikTok is killed, Instagram reels will burgeon
• It’s harder to gain traction than ever before – so people will look for new ways to get noticed
• Everything happens slower than it ever did before
• In a digital world, people crave live, breathing events
• In an era of authenticity and credibility, sell out at your peril

Some of these trends sound awfully familiar, don’t they?

It was just last month we looked at a study finding that B2B sales cycles have increased (everything happening slower). And I don’t know how many times I’ve said this, but it bears repeating: in a digital world – that’s now increasingly AI-driven – live, breathing human touchpoints are more important than ever!

There are challenges we may be facing with tech and AI. But there are some big advantages, too. So go ahead and jump – just make sure you’re making the necessary preparations for it!

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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What’s with our love of TLAs?

Come on – we all love to shorten things and make Three-Letter Acronyms out of common phrases… which is your favourite? Here at Virtual Causeway, we tend to shorten it to VCW… and there are countless examples in B2B where we shorten common terms to their TLAs. Maybe it adds a little fun to our workday – making a secret code or language for your peers?

Give T.N.T. by AC/DC a listen and kickstart your morning as we see what the experts are saying this week.

Do you have a jargon problem?

In my early career I learned SQL, the database programming language. Years later when I first saw the SiriusDecisions Demand Waterfall, I was confused – what did SQL have to do with demand generation marketing? (Of course THEY were referring to Sales Qualified Leads.)

Are you confusing your customers or employees? According to HBR, you might be!

Workplace jargon is a staple of the modern organization. Whether it’s buzzwords or TLAs, few things are more universally annoying. Organizational researchers even use it to measure employee perceptions of “bullshit” at their offices.

Yet jargon continues to thrive in most professions. But if it’s so disliked, why is it so common?

Jargon fulfils fundamental needs. It can make communication more efficient, or facilitate social bonding by reinforcing a shared identity. Another motive could be insecurity and the desire for status in one’s profession. Some may compensate for a lack of status by trying to signal that they have more of it than they actually do. And using jargon helps.

So how do we avoid alienating customers or employees with too much jargon? Identify whether jargon helps or hinders your daily work life. Ask yourself if there’s a simpler way to communicate the same idea or if the audience commonly uses the same jargon. If you have a jargon problem, it might start at the top – with your leadership team!

TLAs can be convenient if you know what I mean… but if you don’t, they could cause big problems! Remember, just like SQL, not every TLA is unique, and someone might think it means something else – so make sure you’re communicating the RIGHT messages to your audience, and scrap some TLAs.

CDs, LPs & Vinyl Resurrection

Growing up, I remember being fascinated by the covers of albums my brother and sister owned. Led Zeppelin, RUSH, AC/DC, The Cars – I would stare at the covers and read the liner notes religiously.

By the 2000s, vinyl was all but dead. We were all going digital and the consensus was that there was no point in keeping this ancient format. Vinyl records were dusty, scratchy, noisy, and easily damaged. They took up too much storage space, got warped and water damaged, and weren’t portable!

But two groups of people stood between vinyl and true extinction: old-school collectors who refused to buy into all the digital promises and DJs who preferred spinning records instead of mixing CDs.

Starting in 2008, a weird thing happened: vinyl was back in town and starting to grow! And today, vinyl is doing something it hasn’t done since the early ’90s: generating more revenue than compact discs. In sheer numbers, CDs still rule. But because vinyl sells at a premium, it’s bringing in more money.

What about B2B? Is there some tool – considered obsolete by most – that you can bring back to support your B2B, ABM, or PLG strategies?

One Stylus… Two Channels!

Speaking of vinyl, here’s a little bonus. I’m a big nerd when it comes to the technology behind music. Ever wonder how vinyl is able to produce sound? This video explains how dragging a needle through a groove pressed into a piece of plastic results in stereo sound.

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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Do you remember when…?

Many conversations start this way – especially when reconnecting with past friends or colleagues. And as they dig up memories, those conversations are often emotionally driven. Don’t you wish you could bottle that response? And don’t you wish your customers or employees had that when engaging with your brand?

Let’s get back to this song by the Beatles as we see what the experts are saying this week…

Get Back to Your Best Leads

I was asked to speak at #dreamforce a few years back with the folks at Pardot and data.com. We had a great time discussing marketing strategies for small businesses. In particular, we focused on what we called ‘recommended accounts’ and leveraging data to develop more effective campaigns.

How often do you look at your leads and opportunities and analyze the best accounts to target? Look at your past ‘best’ leads (and this can be defined in a number of ways) and leverage data to develop targeted accounts – in other words, who were your best leads and who else is like them?

Sure, this should be part of your ABM strategy – something you leverage when developing your Ideal Customer Profile (ICP). But how can you most efficiently use data (and automation) to develop these high-value target account lists? Sometimes getting back to basics and focusing on those best targets can help you hit your numbers!

And if you are interested, here (and here) is some of the content from those presentations with Pardot and Salesforce.

Get Back to Your Personal Playlist

When Paul McCartney wrote “Get Back,” he probably never guessed how useful the song could one day be for music therapists.

We’ve discussed the importance of music with folks that suffer from dementia before, and recent research continues to show how music engages the brain in ways that are different from anything else. Music with personal connections seems to show high levels of engagement, especially with older adults.

Do you listen to music at work? Music’s ability to calm is well-documented, but what’s less known is how and to what extent music can help improve memory, cognition, and executive function.

Are there any ways you can leverage those emotional responses in your relationships with your customers? What about your employees? How can you get back to where you once belonged and be their priority?

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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Let’s all take a collective deep breath – do you feel any calmer? It’s safe to say that life has felt busy lately… REALLY busy. Between spring cleaning, yard work, soaking up the sun and getting back into the swing of things post-pandemic, it seems as if our to-do list is growing longer each day.

Give this song by Bush a listen with me as we see what the experts are saying this week… and see how we can be better than the rest.

Say Goodbye to MQLs

As your to-do list grows, are your lead follow-ups also getting out of control? The Death of the MQL has been a hot topic in the B2B arena lately as ABM’s meteoric rise in popularity continues. And though many marketers may find it difficult to let go of the metric they’ve held near and dear for so long, Forrester has made a compelling case for doing so and embracing opportunity-based marketing as an alternative.

As opposed to a traditional lead-centric process, an opportunity-based approach recognizes that more than one person is making a purchasing decision. The biggest change, however, is the fact that when both Sales and Marketing are focused on opportunities, they are working in the same currency. When Sales trades in opportunities and Marketing deals with leads, they won’t be aligned for years and years and years.

You know what we’ve seen with our clients? When their Sales and Marketing teams are BOTH working with opportunities, there’s still a handover… but what Marketing is handing over already fits the goal Sales is working toward.

Say Hello to Big Streaming Numbers

In the streaming world, however, it looks like quantity trumps quality – the complete opposite of our ABM/B2B world.

In 2018, the top 200 songs were responsible for nearly one in 10 of all streams; in 2021, that metric fell to less than one in 20, according to Luminate. Last year, 95,000 songs hit one million streams, a 36% increase over 2018.

Sure, there’s more money in hits, both in actual streaming payments and in touring, merch, sponsorships, etc. But music streaming is turning into television streaming: there’s so much product that nothing is as big as it used to be.

Just like B2B, it’s a numbers game. Do you want to focus on high volume but fewer ‘hits,’ or on lower volume and higher quality? Depending on your business you may go either way.

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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Do you ever get that feeling? Like you’ve been here before? Or someone says something that triggers a ‘déjà vu’ moment? I think we all have these moments. As I type this intro, I am getting that same nagging feeling again…

Give this classic Aerosmith song a listen with me as we see what the experts are saying this week.

PLG – Same Old Story?

You’ve probably heard of Product-Led-Growth (PLG) – how about Product Qualified Leads (PQLs)? If this is all new to you, check out this primer on PQLs and PLG.

But is it just a new acronym for something we’ve already been doing as marketers? Is it just the same old story with a new name? One could say the same about ABM. Regardless, if you’re following a PLG marketing strategy, our friends at breadcrumbs.io have outlined the top pitfalls to avoid:

• Focusing on the wrong marketing metrics
• Writing too much content to drive awareness
• Burying new product features
• Assuming customers recognize the value of your product right away
• Neglecting customer feedback

What do you think? Is PLG an opportunity to change your direction in B2B marketing? Or is it all the same to you?

COVID Touring – Same Old Song & Dance?

Last year we saw many live music tours start back up, only to be cancelled by another COVID wave. With Coachella just completing two sold-out weekends at full capacity and without any masking or vax requirements, promoters like AEG and Live Nation are touting a ‘return to normal’ in ticket sales for 2022 events.

But at the same time, I’m seeing increasing numbers of announcements of tour ‘pauses’ from bands on the road. They are cancelling shows, abandoning tours, while sick and/or stuck in quarantine far from home.

Consider what catching COVID on the road means for a touring musician. Aside from the health risks, there is lost income and potentially very heavy debt. All the committed expenses of a tour remain: travel bookings, visas, vehicles, band, crew, equipment, merch… but without any earnings to offset them.

The contrast between what musicians are going through and Live Nation’s claim of a “normal pace and cadence” of touring is so extreme! You would have to see touring as completely separate from the musicians who do it to find this in any way normal. And if your business is only about selling tickets, food & drink, advertising, branding, and attracting capital investment… then do the musicians even play much of a role?

Is this just how the industry has always been? Is the Coachella festival itself the draw for attendees, or the acts performing? Is your B2B event the draw, or are your speakers and exhibitors? The sooner you figure this out, the sooner you can avoid the same old…

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post Just More of the Same in B2B? appeared first on Virtual Causeway.

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Everyone needs a vacation once in a while. This week is a team effort, as I am hopefully relaxing in the sun by the time you’re reading this! But never fear – our awesome team here at Virtual Causeway is pulling out all the stops this week to keep the car running!

Give this song by Arcade Fire a listen as we see what the experts are saying this week.

Buyers’ Content Preferences in 2022

B2B buyers have become more reliant on content to inform purchasing decisions in recent years. According to the Content Preferences Survey by Demand Gen Report, 55% of buyers say they rely more on content now than they did a year ago. But every night the dream’s the same… and not surprisingly, digital channels are growing more and more crowded.

So how do you break through the noise?

It’s all about share-worthiness. As buying committees expand and your buyer becomes buyers, shareable content can help drive alignment around their goals and decisions. The report says if you want your content to cross a river so deep, it must:

• Have relevant and immediately shareable links
• Have shareable stats and quick-hitting insights
• Tell a story that resonates with the buying committee
• Be ungated and easy to share
• Be able to influence other internal stakeholders

Have you adjusted your content marketing strategy over the last few years? Or are your buyers expecting more content from you, but they don’t know when it’s coming?

And Speaking of Memorable Content…

In March, Arcade Fire announced the release of a new album. But they’ve been teasing an announcement about something for a couple months now, sending cryptic postcards to fans that simply said, “We missed you.”

We can’t help but think back on how they marketed past albums. This certainly isn’t the first time the band has gone an unconventional route. Their last album, Everything Now, was accompanied by an online shop selling overpriced merch like fidget spinners; concert dress codes; and a social media campaign that seemingly went awry.

The social media mess was followed by an official apology from the band (also part of the marketing campaign), which placed the blame on Tannis Wright, a fictional marketing intern at the fictional company, Everything Now Corp.

A lot of fans were annoyed by the fake-news-themed campaign… but they sure didn’t forget it.

While we’re not saying you should go to the extreme of inventing fake companies and marketing interns to support your sales team, maybe we can still take some inspiration. Try something different. Your marketing content shouldn’t be the same old but with a different name. So what can you do so that buyers remember you?

Like Rick always says, don’t hesitate to call us to brainstorm or just say hello.

Looking forward,
Rick’s (totally real, non-fictional) team

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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Drummers get a bad rap. How many musician jokes are about them? But – what would our world be like without drummers? How important is that rhythm section to us? They drive the music. They hold it together. And in our B2B lives… who’s the drummer in your ‘band’ at work?

Give this Smashing Pumpkins tune (with Jimmy Chamberlin, one of my all-time favourite drummers) a listen as we see what the experts are saying this week…

Marketing Performance Amid Pandemic Challenges

Although many marketers have been largely impacted by the COVID-19 pandemic, new research suggests that some are finally rebounding after the initial struggles they faced back in 2020.

Most marketers (70%) are now reporting their business performance as better overall compared to last year. And 63% claim that their budgets and priorities reflect pre-COVID levels. When factoring in pandemic-related challenges, 91% of marketing leaders said that their team has been successful over the past year.

In the same period, the majority agreed that marketing has grown in importance. Most marketing leaders (68%) shifted their resources to product marketing during the pandemic, while 62% shifted toward digital ads. About 53% moved toward customer marketing.

What kind of changes have you made? Did the pandemic prompt you to explore new strategies or channels? All things must surely have to end, but the changes they cause are lasting, so we must be able to adapt as they come.

Who’s Your Favourite Drummer?

I probably learned just as much about business being in bands as I did while in business school. We may think drummers take the backseat to other musicians, but their role is vital, and perhaps they can help us learn the meaning of it all!

What can they teach us that we can apply in our B2B lives?

Everything you do is both a reaction to, and cause of, something. A drummer speeds up, the band speeds up. They slow down, you slow down. But when your bass player settles in on a line, the drummer hears it, finds it, and helps them keep it.

In business, especially startups, every decision has an impact. So they should be rooted in reason (a reaction to something) and executed with purpose (to cause something to happen).

Find the tempo and stick with it. Too slow, and it drags. Too fast, and it gets sloppy. Settle into that pocket and keep it steady.

Find a sustainable pace at which to work. Generating demand can be hectic, but that’s even more of a reason to work at your own pace, not someone else’s. Some days will need more push than others, but those days get more doable if the default pace is where it needs to be.

Every business, every department, every team has to have its own ‘drummer’ to keep things going at the right tempo. As a demand gen partner to our clients, WE are the drummer keeping that steady flow of leads rolling. Do you know who your drummer is?

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post The Demand Gen Drummer appeared first on Virtual Causeway.