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When’s the last time you thanked a client for being a customer? Your clients have many options and they chose you! Do you even know why they chose to work with you?

If you live in the Great White North like I do, this weekend is all about thanks – and I thank YOU for reading and for reaching out and sharing with me! Give this song by Alanis Morisette (also from north of the border) a listen with me as we see what the experts are saying this week.

Making the most of on-demand B2B content

On-demand content has become the go-to source of information and entertainment for consumers. Just think of all the on-demand content you consume on a daily basis at home! How can we translate this to B2B, and how can we make the most of its potential?

According to DemandBase, there are three key steps:

Become a media company. With geo-targeting, digital marketing, and data absolutely everywhere, companies must be excellent storytellers and their own media companies.

Empower ‘Click & Go’ purchases with content. Make it as easy as possible for folks in a variety of roles to purchase what you sell, and then use content to cross-sell and upsell.

Focus on quality. Content being available on-demand isn’t enough; it must be good.

Bring these three steps together: Become your own media company, generate content with a focus on quality over quantity, and make that content truly on-demand – easy for whoever needs it to get it. Then you’ll be able to reach buyers, build trust, and grow your business.

And speaking of on-demand content…

Hot Takes (almost) Live!

In case you missed it, our friends at breadcrumbs.io ran a kick-ass event that I was happy to be part of. Hot Takes Live had 30 top SaaS leaders dishing out hot takes and harsh truths on product-led growth, RevOps, marketing, and sales – and I was one of them!

Blunt, in-your-face, and engaging – what a great event! You can check out the replay (on-demand) here.

Giving thanks

Here is a fun, short list of songs our team has put together about giving thanks – feel free to give a listen… enjoy!

ZZ Top – I Thank You

Fall Out Boy – Thnks fr th Mmrs

Queen – You’re My Best Friend

Dido – Thank You

The Radio Dept. – A Token of Gratitude

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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Valentine’s Day 2022. I’m tempted to draw on a theme of warmth and inspiration and good old lovin’ for this week’s email, but the cynic in me just can’t do it. So instead let’s just focus on how we can accomplish some of our sales and marketing goals and have fun doing it – okay?

Give this song by the Black Crowes a listen with me as we see what the experts are saying this week.

Leads – Dime by the Dozen?

As I speak to clients early in the year, lead generation becomes a heated topic. It seems that many clients confuse lead generation with appointment setting. Both can be critical components of any demand gen strategy, but there is a difference!

According to B2B Marketing Zone, lead gen and appointment setting may collaborate – and they certainly work toward the same goal of driving sales – but they have distinct starting points. While lead generation focuses on piquing customer interest and creating quality leads, the practice of appointment setting aims to nurture those leads and successfully deliver them to your sales team.

I would argue that appointment setting can be a part of ANY lead generation strategy or campaign. The ‘appointment’ is merely the hand-off tactic from marketing to sales. We all know that lead follow-up can be involved and difficult… having a warm hand-off to move things from marketing to sales can help ensure that your lead process isn’t quite so hard to handle!

Most Downloaded Apps of 2021

Actions speak louder than words, right? So what do the most downloaded apps of 2021 tell us? App Annie has gone through all the most popular apps to determine which were the most popular in the last year. Which of these is important to your B2B strategy?

Most downloaded apps in 2021:

1. TikTok
2. Instagram
3. Facebook
4. WhatsApp
5. Telegram
6. Snapchat
7. Facebook Messenger
8. Zoom Cloud Meetings
9. CapCut
10. Spotify

Where users spent the most money:

1. TikTok
2. YouTube
3. Tinder
4. Disney+
5. Tencent Video

Monthly active users:

1. Facebook
2. WhatsApp
3. Facebook Messenger
4. Instagram
5. Amazon

Some of these apps obviously have their users come runnin’ back for more, don’t they?

We’ve seen TikTok experience explosive growth, so its top slot in two of these lists shouldn’t come as a shock. But think about how much people order on Amazon… and it didn’t make the top five for consumer spend (it didn’t even make the top ten)!

Do your 2022 plans line up with this breakdown? Or does it have you considering a shift in your strategy?

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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The other day was one of those beautiful, clear and sunny winter days. Sure it was cold, but with the sun beating down it felt like anything was possible. How do we have more days like that in our day-to-day lives, deal with anxiety and still focus on building B2B possibilities in 2022?

Give this song by Tom Petty a listen with me as we see what the experts are saying this week…

B2B – A New Era of Uncertainty?

Workin’ on a mystery? Goin’ wherever it leads?

The process of B2B tech buying is changing. This shift is partly due to the post-COVID changes in the marketplace and that many buyers, like many of us, find themselves with less time on their hands than ever before. So, what exactly has changed? Let’s take a look at some of the changes that have led to this shift.

• With massive amounts of information on the internet, buyers can find almost anything they want to find about a product, technology, or service without ever having to speak to a representative.
• The buying process has gained a new level of complexity, with many sales interactions being completely remote.
• And there’s been a massive shift in the number of touchpoints between problem and solution, with buying interactions increasing from 16-17 pre-pandemic to 17-27 in the last year!

What the COVID-19 pandemic has brought on is a deep Era of Uncertainty that may very well last the rest of this decade.

So how do we deal with this as marketers?

Those now in charge of B2B tech purchases (often Millennials) care more about self-service, remote connectivity, data security, and privacy than previous buyers. These are the new concerns that have to be addressed, and they have to be addressed through passively provided information.

Hit cruise control when you provide good, direct information to your buyers. Allow them to discover that information on their own and make it easy for them to finalize purchases without having to go through a representative.

The B2B Metaverse?

Chinese tech giant Tencent Holdings is reportedly planning to acquire gaming smartphone manufacturer Black Shark in a move that could help the company build its own metaverse.

Tencent has stiff competition from other tech giants in a race to build the metaverse – namely from Meta (formerly known as Facebook). We’re definitely seeing a lot of expectations around metaverse technology plays.

What are your thoughts on metaverse as a B2B tool? Is there an application? How can we leverage this new medium to put the pedal down and make some time (and sales)?

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 keep it light this week.

I feel like things have been way too heavy lately, and there’s been too much focus on the past and rehashing old conversations. Sure – summer is over; the weather’s getting colder; we’re in Q4; and we’re stressed about numbers, performance, and the future. In light of today being (Canadian) Thanksgiving, let’s celebrate the wins and the good things from our past – and give thanks! And figure out how best to move on and guide us forward!

This song by Jane’s Addiction always cheers me up and gets me motivated. How much time do we spend in the shower thinking about life, love, and the pursuit of happiness? Give it a listen as we check out what the experts are saying this week…

Thanks for… YouTube Ads??

You can’t stream a show, scroll social media, or watch a video online without being inundated with ads. So let’s celebrate them! HubSpot ranked the 9 best YouTube ads of 2021 and 2020. Which one is your favourite? Why?

Maybe you can use some tips from these ads in your marketing activities. Mull it over next time you’re just standing in the shower, thinking – you may be surprised what ideas you come up with!

Grateful for the Live Music Around the World

A recent article ranks the top cities globally for live music. Sure – the music scene has radically changed since COVID, but there are many live venues out there! Check out the article here. We’re still seeing many cancellations or postponements of shows and tours, but here’s hoping we can get out to these venues and see some live music!

Appreciating Leads – How To Prepare Your Team

I recently had the opportunity to interview Virtual Causeway’s Marlene Keay, and discuss the most effective ways to follow up on B2B leads. It’s not easy, but if you do the right things, you’ll find that you can improve conversion rates and lead velocity. Check out the recording here.

And thank YOU for reading – I appreciate all of the feedback I get from you, and 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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Slumps suck. We can get into them in any aspect of our lives – career, family, relationships, sports… I know I’ve had my fair share. These slumps can really make it tough to get back on track. Sometimes we need to do something bold – like doing a ‘cannonball’ off the diving board – to kick-start our efforts and make a big splash!

Give this song by The Breeders a listen with me as we see what the experts are saying and how we can make our own splashes this week…

Summer Slumps

Is your demand generation taking a summer vacation? I’ve been preaching to my clients (and to anyone who will listen) for many years that summer is a GREAT time for sales and marketing! I shared some insights about this in a blog post last year (almost to the day!), and it’s still just as relevant.

However, there are some companies that DO face slumps in the summer. HubSpot’s data shows that this year, business leaders are expecting sharper dips as more consumers travel or unplug. Not to mention the volume of HR requests for vacation, as employees have waited months to take them.

Here are some of the trends:

• Web traffic is seeing a summer slump – global traffic is dipping across most industries and segments
• Deals are going up – despite decreased traffic, deals closing are climbing!

If your team’s seeing more deals closing, but fewer qualified leads, signups, or deals created this summer, it might not be cause for panic. However, when your business sees a slowdown or shift of any kind, there are plenty of steps you can take to ensure future success, including:

1. Prepare when you can for business shifts
2. Launch demand plays
3. Use data to guide your strategy
4. Don’t forget about your current customers
5. Strengthen team communication
6. Balance results with employee well-being

Depending on your industry, you may always experience a dip in the summer – but there are lots of things to help mitigate the impact. Perhaps we all need to spend a little more time listening – to employees, current customers, teams and the market.

And Speaking of Hearing Problems…

You’ve heard about many high-profile rock musicians losing their hearing over the years. Heck, there was even an award-winning movie (Sound of Metal) released recently about it. But what type of musician suffers most from hearing damage? Is it metal? Rock? You might be surprised – it’s classical musicians!

That’s right. Rock has long been demonized as the music that makes people deaf. But according to Alan Cross, it’s the symphony orchestra wherein lies the greatest danger of hearing loss!

Studies have shown that anywhere from 5-30% of rock musicians experience hearing problems, but this figure jumps up to 52% for classical musicians. Sitting near the brass section for 10 hours, you’ll experience the maximum weekly noise allowance for industrial noise for a full week! So if you’re spending that much time DAILY surrounded by loud instruments… well, the sound begins to take its toll on your ears.

We may not be able to fix our orchestra friends’ hearing, but maybe we can take this as a reminder to fix our own listening. Maybe your summer slump is a self-fulfilling prophecy. If you listen closely to your customers, you may find opportunities you’ve been missing to be their whatever-you-want.

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 keeps you up at night? Do you ever wake with your heart racing, thinking about that big presentation, that customer meeting, or hitting your sales or marketing targets? It’s not a great feeling – you feel like they’re gonna eat you alive.

Give this great tune by Metric a listen as we read on and see what the experts are saying this week:

May HubSpot Data

It’s time for our usual recap of the HubSpot Benchmark Data, updated with May’s statistics:

• Deals Created in May dropped from 27% to 16% over benchmark,
• But Deals Closed stayed the same as April – 8% over.
• Sales Emails Sent hit 100% over benchmark!
• Sales Calls were 81% over benchmark – the highest yet!
• Contact Growth was 15% over – the lowest since January this year…
• Sales Conversations increased 24% (also highest since this all started).

So what does the updated data tell us? Two things: ACTIVITY levels are definitely high – sales emails, sales calls and sales conversations increased significantly. But the RESULTS weren’t stellar. Conversions were low, contact growth was abysmal, and deals created and closed decreased.

Could this simply be the usual May results? Not if we look back at May 2020. I’m not sure exactly what’s going on here, but let’s see how June looks and if any trends appear. One thing I DO know – as sales and marketing leaders, it feels like May was a bit of a ‘stumble’ – can you hear my heart beating like a hammer? The pressure is on in June!

The Music Biz in the Internet Age

Have you seen the episode of HBO’s Generation Hustle on scam rap? Teejayx6 can’t rap on the beat, his music is terrible, and yet he scams his way into a big deal with Atlantic Records. Why? Because of the data!

Back in the day, record labels would work to develop talent. They would find talented people, nurture, record and promote them. Lather, rinse, repeat until the act either broke through or didn’t and was dropped. But, as we know, that’s not the way things work today!

According to Bob Lefsetz, in today’s world of streaming music, the song itself is irrelevant… it’s all about the DATA! The business changed twenty years ago, with the advent of the internet. Suddenly, all talent was available to all people. You couldn’t find someone no one else was aware of. Then it became about signing talent, rather than nurturing it. It became about the best deal, the enthusiasm. And now the actual music is irrelevant!

Social media is the name of the game now – if you get some traction on TikTok or Instagram, you’ve got to make sure you’ve got other places for people to spend their time. Send them to YouTube, where you’ve posted the full song. And once again, it’s all about the runaway data train – the song itself is irrelevant. Record companies don’t care what they release, just as long as it makes money.

How does this impact B2B? Getting traction on social channels is important – so is building an audience. Converting that into business is the trick – it can be the difference between getting wherever you’re going and getting whatever you need!

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 were you doing 40 years ago (if you were even alive)? It’s hard to believe (for me) that a few days ago marked the 40th anniversary of Rush’s Moving Pictures album. A very influential album for its musicianship, complex compositions, and eclectic lyrical motifs – I think I wore it out listening so much!

Give this classic song a listen with me as we ‘get on with the fascination’ and ‘the underlying theme’ of the past week:

Segmentation is ‘In’ Again!

At times like these it’s dangerous to look too broadly for business opportunities. Instead it’s better to be very thoughtful about where to point your marketing and sales dollars. Now is the perfect time for a strategic rethink of which sets of customers are most likely to respond, despite – or as a result of – the ongoing crisis engulfing most countries around the world.

Crossing the Chasm was such an influential guide for me and many other high tech sales and marketing professionals. I loved the thoughtful process of segmentation and target market selection to help build awareness and move successfully through the Technology Adoption Life Cycle.

Chasm Group offers key guidelines for successfully targeting markets in today’s business environment:

1. Become the default choice for a specific set of customers.
2. Target a market segment that is big enough to matter.
3. Delve deep to identify a micro-vertical.
4. Think carefully about the issues/use cases you can serve better than others.
5. Less is generally more – the deeper you go, the more likely you can succeed.
6. Turn deals into references!

Check out the details here.

Concert Bubbles and Gilded Cages

Living on a lighted stage must certainly approach the unreal when your audience is inside 100 futuristic looking ‘space bubbles!’ The Flaming Lips have staged a unique pair of gigs recently in Oklahoma, with both the band and their audience inside individual inflatable balls. Each show accommodated 100 bubbles, holding up to three people each, with the band inside their own capsules.

Is this the future of live music?

Inside each bubble was a high-frequency speaker – which helped prevent the sound from being muffled – as well as a water bottle, a small fan, a towel, and an “I gotta go pee/hot in here” sign. If it got too hot, the bubble was refilled with cool air using a leaf blower, and fans who needed the bathroom were escorted by venue staff once they had put on a mask and stepped outside their cocoon.

I’m intrigued by the concept and look forward to seeing what other innovative ideas will be used by musicians and venues this year. How does this impact B2B? What will we start seeing at tradeshows?

A big part of any live event (music, B2B) is the ability to make connections with others. Other members of the audience, other business attendees, etc. Digital events seem to fall short on this front – but will our adapted event strategy be able to put aside the alienation and build that real connection that we crave?

Webinar – 2021 Demand Gen Strategies

We’re hosting another What Do B2B Marketers Do Now? event this month! Join me and Forrester SiriusDecisions as we discuss sales and marketing efficiencies and the best marketing strategies to hit your 2021 numbers!

As always, if I can help you out, let me know! Don’t hesitate to call me to brainstorm or just say hello.

(If you’re interested, here is a great explanation by Rick Beato on what makes “Limelight” by Rush such a great song – enjoy!)

Looking forward,
Rick

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

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Sometimes I wonder where November went. With year-end rushing toward us, it feels like we’ve got to ride like hell to finish strong. So, buckle up and listen to this cool tune from Big Sugar, one of Canada’s best live bands ever!

Here is what the experts are saying, and some takeaways from the past week:

Doubling Down on Accounts and Research

This unpredictable year has been about Stabilizing, Reinventing, and Growing wherever you can. I like TOPO’s three-phase strategic framework that integrates these concepts:

• Stabilize
• Renivent
• Grow

Many of our clients successfully adapted and focused on re-examining their USP and their prospects’ current needs while taking a deeper look into their target buyer group. Our market research clients have found opportunities through investigating spending patterns and the impact on buying behaviour. And we have regular conversations with clients about piloting ABM programs for them to test – it’s all about directing marketing resources toward more likely targets. Focus, focus, focus!

What are you planning to keep moving forward?

Speaking of Planning…

After the 2020 chaos I’m tempted to simply say I have absolutely no idea and good luck to everyone! But Sagefrog’s 2021 B2B Marketing Mix Report details trends and emerging tactics B2B marketers might find useful for the upcoming year. Top areas of marketing spend in 2021 budgets:

• Website Development – 51%
• Digital Marketing (SEO and SEM) – 44%
• Content Marketing – 33%
• Branding – 27%
• Social Media – 22%

It’s no surprise that companies are investing heavily in website development and digital marketing. Content marketing offers companies the best method to differentiate themselves in the marketplace. Branding becomes ever more important in the virtual world to re-think gaining and retaining attention. The role of social media has taken a step forward for B2B – particularly the use of LinkedIn. Where are you investing in your 2021 plan?

When Music Does Good

There are so many challenges around us, but this story moved me by the power of music and the kindness of people. The Manchester Camerata Orchestra has been bringing music, improvisation, and joy into the lives of care home residents, including those with dementia, via its award-winning Music in Mind project for eight years. As a result of COVID, they are now piloting a remote resource offering backing tracks, Zoom feedback and mentoring – so care staff can continue the vital, interactive work.

This story resonates with me due to both the music connection and my own family connection to dementia and Alzheimer’s. I hope we can all find a way to encourage and inspire others.

For Your Entertainment – if you’re interested…

We’re in the giving season, so if you want to see me playing “Ride Like Hell” with Big Sugar back in 2011, click here… no hecklers, please!

Remember, be thankful and ride hard! As always, don’t hesitate to call me to brainstorm or ask how I can help.

Looking forward,
Rick

Rick Endrulat | President | Virtual Causeway | 519.866.1600 x622

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I’ve got a mental pick-me-up for you! Neuroscience has discovered the 10 happiest songs ever. In the midst of whatever stress you’re feeling, join me in listening to this classic to help you generate happy thoughts as we dive into some fun sales and marketing stats! It’ll put a smile on your face.

Here is what the experts are saying, and some takeaways from the past week:

Check Your Marketing Performance – HubSpot Data (cont’d)

I’m digging into the HubSpot data from the past six months to share some analysis around what’s currently driving marketing performance.

• Web traffic – As expected, total web traffic was at a year-high 34% above the benchmark, and it’s increased since March. Buyers continue to do their shopping and research online, and businesses with the most established web presence are reaping the benefit. Computer software leads the way with the most web traffic – 51% above the benchmark. This reflects the digital transformation that accelerated due to COVID-19.
• Marketing Emails – Marketers have reinvested in email, given the increase in buyer interest. Marketing email volume has increased and is currently at a year-high 52% above pre-COVID levels. At the start of the pandemic, marketing email volume jumped 30% and remained steady throughout the summer, and has risen again in the fall.
• Response Rates – These are also performing well, remaining at 10-20% above the benchmark. Open rates leveled out throughout the summer and fall but have held up. Highly relevant, helpful content will reach buyers in almost any medium – and marketing teams seem to be sustaining high levels of engagement via email. This is amazing given how many times email marketing has been declared “dead” in the past.

I think it’s easy for customers to get overwhelmed with email. We find it important not just to have a compelling offer, but to integrate digital and human marketing interactions to increase overall response rates and lead qualification.

Converting Leads – The State of Performance Marketing

We talked above about digital lead generation, but how is your lead conversion? This report,  “Building Relationships for Lead Conversion,” found the top challenges for marketers trying to convert a lead are:

• Generating the initial lead itself
• Lack of budget/resources
• Targeting of leads
• Lack of data on leads

The digital tactics helping marketers build relationships for lead conversion include social media, website/SEO, and email/automation. Often social media has an uneasy relationship with B2B lead generation, but in an ever-increasing drive to connect with customers on their preferred platform, we need to rethink what we are doing.

Just Smile – The 10 Happiest Songs of All Time

It’s been a tough year for all of us – people are stressed, anxious, and generally freaked out. A Dutch neuroscientist conducted research to determine the happiest songs out there (that’s a job I want!).

Music and happiness are linked, and science shows that happiness makes your brain work better. So remember to take care of yourself, and listen to some music that lifts the gloom!

Here is the happy song playlist on Spotify!

Convert Your B2B Leads Like the Pros – Recording

Do you want to get your leads flowing? Access this newly recorded webinar that outlines some of the best practices in B2B lead follow-up provided by our great panelists Tyler Lessard (Vidyard) and David Blackwood (Outside GC). Check it out here – the conversation was so enthralling, we broke our 29-minute rule!!

As always, don’t hesitate to call me to brainstorm or ask how I can help.

Looking forward,
Rick

Rick Endrulat | President | Virtual Causeway | 519.866.1600 x622

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As we slide into the second half of Q4 2020, are you churning and burning with activity? Can your team go the distance? Give this awesome song by Cake a listen as you read through this week’s update – and let’s strive and drive for a strong start to 2021!

Here is what the experts are saying, and some takeaways from the past week:

So Now What? HubSpot Data Shows 2020 Adaptations

We’re over six months into COVID-19 impact, and patterns are emerging for business. HubSpot produced a report examining the past 6 months of data, and I highly recommend you check it out!

The drive towards enhanced digital marketing seems pretty obvious but the challenge of balancing inbound and outbound marketing requires some attention. The customer buying experience is changing and we all need to adapt to fill the pipeline and close more sales.

Over the coming weeks, I will dig deeper into the report to discuss other relevant findings. How do your efforts align with the HubSpot results?

Call Me Back After the Holidays… Really?

It’s almost Objection Season… I mean Holiday Season! These excellent strategies from SalesBuzz are timely. When dealing with prospects, how does your sales team handle the ‘call me back after the holidays’ objection?

Some important tips for dealing with this objection, and keeping that prospect moving forward:

• Identify if it’s a dismissive response or a legitimate one
• Directly ask if your offer is of any value
• Answer negative responses with examples of value

Check out the article for the details – now’s the time to plan and train responses – the finish line is in sight!

Artists Demanding Spotify Increase Stream Payouts

Value – how much is enough? A business can run into difficulties if it’s not mindful of value perspectives from its stakeholders. In the music world, The Union of Musicians and Allied Workers is demanding that Spotify increase the minimum streaming payout (currently a fraction of a cent) to one cent per stream. Check out the article here. With the pandemic shutting down live music revenue streams, artists are clamouring for any revenue they can get.

Market conditions, in this case COVID restrictions, have altered musicians’ value of streaming. When was the last time you considered the current value perspectives of your stakeholders? Let’s not ignore those personal concerns of stakeholders when they impact our business model.

As a Spotify user, would you accept higher monthly subscription fees to better support artists? We’ll need to see how it shakes out as the players continue to maneuver and muscle for rank.

Still Time to Register – Best Practices in Lead Follow-up and Nurturing

Please join us November 5 for our next What Do B2B Marketers Do Now? (in 29 minutes) webinar! Listen in – and of course – contribute! Do you need to get your existing inbound or outbound leads moving again to close more business? Join our panelists from Vidyard and Outside GC and learn how to get your B2B lead pipeline unstuck!

As always, don’t hesitate to call me to brainstorm or ask how I can help.

Looking forward,
Rick

Rick Endrulat | President | Virtual Causeway | 519.866.1600 x622

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