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The most recent Rock & Roll Hall of Fame inductees were celebrated this past week. Every year there seems to be debate about the relevance of these awards – and all entertainment awards shows, for that matter. If you think I’m not going to use this as an opportunity to throw in as many song titles or lyrics from the list of inductees as I can, you’ve got another thing comin’!

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

Best Times for Cold Calling

Over the years and the 1000s of campaigns we’ve run, we’ve compiled reams of data around customer response rates to marketing campaigns. Since the pandemic started, however, much of this has changed – remote work, adapted workplaces and predominantly digital tactics have made prospects more difficult to reach during their 9 to 5.

UpLead recently published a report on the best times for cold calling in 2022. Aggregating multiple sources in the B2B marketing world, this is a great reference point for anyone managing teams that are involved in outreach.

Does the time you call really matter? YES! Out there is a fortune waitin’ to be had! The more ideal the time is that you call, the higher your connect or answer rate will be! And as we know, it’s all about having a conversation and moving the buyer’s journey along.

Over the years, we’ve found that ideal call times vary by industry and by title/functional role. Best time to reach an exec? Usually early in the morning or late in the afternoon. Be hungry like the wolf and track your own results so that you can adjust your technique as needed.

What about the best day of the week for making cold calls? Across all sources, hit them with your best shot on Tuesday, Wednesday, and Thursday. Monday and Friday should be avoided if possible – the first day of the week is generally spent responding to emails, attending meetings, and dealing with pressing tasks. Your prospects are likely to prioritize their workflows and deliverables. And Friday is too close to the weekend – many are mentally “checked out” and their weekend mode is already coming around again.

What do you see in your organization? Is there something I should know? Or are there clouds in your coffee? I’d love to hear your feedback on this one and see how you compare!

Rock & Roll Hall of Fame Ceremony

Did you watch it? Folks like Bob Lefsetz may debate the merit and relevance of the Hall of Fame – but it’s still fun to see the show! In case you missed it, here are the 2022 inductees:

• Performers: Pat Benatar & Neil Giraldo; Duran Duran; Eminem; Eurythmics; Dolly Parton; Lionel Richie; Carly Simon
• Musical Excellence Award: Judas Priest; Jimmy Jam & Terry Lewis
• Early Influence Award: Harry Belafonte; Elizabeth Cotten
• Ahmet Ertegun Award: Allen Grubman; Jimmy Iovine; Sylvia Robinson

Sure – we can debate how many of these are actually ‘rock & roll’ – but overall an interesting list.

What happens tomorrow in B2B? I think it’s interesting to see how the artists respond to the nomination and induction, and how they ‘market’ themselves and their rockin’ years as a result. You may have followed the Dolly Parton nomination in the press – but I think for many it’s a great case study of positioning and branding. What do you think?

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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For many, this weekend marked the end of summer. This magical switch is flipped in our collective consciousness, and we immediately return to business mode, right? For years I’ve tried to condition my clients to keep pushing their sales and marketing efforts throughout the summer, yet every year we hit September and it’s the mad rush to get things back up and running! Maybe that’s just part of being human…

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

Humanizing Lead Gen

Almost every step of the sales funnel can be automated to a certain degree, from adding prospects to the funnel, through a closed deal. But according to Heinz Marketing, this lack of human connection can be harmful, especially in the B2B landscape. Although we’ve seen an increase in lead gen efforts, we’re also seeing a decrease in personalization efforts, with some thinking that it is not necessary at all.

I’ve seen it with my clients. They always did the best they could with automated processes, spending countless resource hours building ‘sequences’ for sales outreach, but ignoring the human touch points. In B2B – and especially in a complex sale – you can’t ignore the importance of a bi-directional conversation with a prospect. Keeping the human connection alive is a fundamental part of the buyer’s journey, and both digital and human interactions need to be integrated in the overall process.

Humanizing Musical Education

You may know that I helped to bring the ‘School of Rock’ business to Canada years ago. I’ve always been a strong believer in music as a tool for education and therapy – and at any age. Music can bring people together, build community, and improve mental health.

Today outlines some steps for raising a musical kid. I would take these same tenets and apply them to people of ALL ages – including co-workers!

1. Start early
2. Add music to routines
3. Make it playful
4. Share the experience
5. Give life a soundtrack
6. Get creative
7. Find the right kind of lessons

How does this impact B2B? I’ve seen the power of music when used at the corporate level, helping to build employee engagement, etc… and it can make for a fun weekly newsletter!

Try it yourself! See how you can leverage music at work and what kind of results you can get. You’ve gotta let me know how it goes!

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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Late summer has such a different vibe. The days are hot and hazy, and the beaches are packed – but you can sense the approach of autumn. Maybe it’s that back-to-school anxiety lurking in your subconscious, maybe it’s the end-of-year sales and marketing push… but this time of year has a distinct energy.

Give this song by fellow Canadians The Beaches a listen with me as we see what the experts are saying this week…

Lead Gen Take a Summer Vacation?

Need to make some money? How is your forecast and pipeline looking for Q3/Q4? The latest Pavilion Pulse Survey found that 68% of member companies missed July 2022 revenue targets and nearly half of respondents reported adjusting their revenue targets for the year. Other notable stats:

• 1 in 5 respondents have experienced layoffs within their organizations
• 53% reported month-over-month declines in marketing-generated leads

However, current customers aren’t being impacted yet, as 57% reported lower churn rates than July targets. Overall respondents remain cautiously optimistic with 3 in 4 believing they will hit their revised target and feeling confident in hitting 2022 churn goals.

How does this match with your organization: par for the course, or it’s not like how you planned it? Let me know!

Residencies – a Vacation from Touring?

Nowadays, it seems that many artists prefer long residencies to touring. Extended runs in one venue, once associated with legacy acts, have become popular with stars including Harry Styles and BTS – lowering bills and building hype as touring costs rise.

It can be a badge of honour. Akin to a Grammy, but better. How many nights did you play at the arena… do you hold the record? And was every gig sold out?

Fans will flock to the residency not just to see the act, but to be part of an event, to say they were there! It’s one thing to say you saw the act at your local arena, it’s quite another to say you were at show 16 at the residency. This is part of fandom, you want to own the act and the experience!

There is a business touring the country, but it will never get cheaper. You don’t have to pay for hotels if you stay in one place, never mind all those trucks and crews. And it doesn’t have to be in Las Vegas, where music is secondary to gambling and having a good time.

How can you apply this to B2B? Can you turn your customer interactions and community into an ‘event?’ Would your customer go out again and again to say they were there?

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 the most you’ve ever paid for a concert ticket? An informal poll with friends and colleagues surprised me! Ticket prices are skyrocketing this year and it’s shocking. But – if the experience meets your expectations – maybe the price doesn’t really matter…

Are you sitting comfortably? Give this cool ’80s song by Platinum Blonde a listen as we see what the experts are saying this week…

Getting Your Leads Past the Finish Line

I had a conversation with a sales rep yesterday explaining how a LEAD is different from a DEAL. I feel like I’ve been through this all before too many times! But it’s worth repeating – a significant amount of planning, commitment, and time is required before you can consider the sale done.

Think of it like a race – the athletes didn’t just show up one day and enter the competition. Every single one of them has put money into themselves and prepared for success on the track. Though the race was brief, years of hard work, devotion, and drive brought them to the finish line.

So how can you use a similar strategy in your lead generation process? B2B Marketing Zone outlines key aspects of taking those leads to close:

• Keep your eye on the ball
• Invest in a decent pair of running shoes
• Hustle and practice (my favourite!)
• Recognize that it will be a lengthy race

Following up on leads is rarely a 100-yard dash; it’s more like a marathon. Develop a strategy. Determine your prospects’ hotspots, for example, and deliver related emails and material. And hopefully, your concern isn’t just for show – and you can get those leads over the finish line!

Web3 News – Hype or Utility?

You may have seen recently that Shopify – the world’s largest D2C eCommerce platform – invested in Single, the app/platform helping artists and music companies, covering “merch and record sales, sales reporting, ticketing, live stream concert hosting, and more.”

Following the purchase of an NFT, fans can use their NFT as a ‘digital key’ to gain access to exclusive offerings from the creator such as merch, audio or video content, live streams, and more. By integrating Web3 functionalities into its Shopify app, Single claims to be “empowering creatives, artists and musicians with tools to engage with their fans in new ways and to unlock innovative commerce experiences.”

Web3 has a long way to go, and we have not said all there is to say… but the likes of Single are the ones to watch here. To me, they reflect the kind of pragmatism we need now in order to move into the next phase of Web3’s development from hype into something of real value and utility.

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 Bring Those Leads over the Finish Line! appeared first on Virtual Causeway.

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I’ve spent some time over the past week staring at the lake – the movement of the waves, the reflections on the water, boats in the sun – it seems different throughout the day. And I feel like our job, as marketers, is to try and roll with the ever-changing market and adjust as we can.

Give this cool tune by Queens of the Stone Age a listen with me as we see what the experts are saying this week…

Worried about the Rapidly Increasing Need for Content?

Ever feel like you can never produce enough content? More than half of us are still operating with either zero or just one full-time team member dedicated to content marketing. Top it off with a competitive market for freelance and contracted talent, and you’ll find some stressed-out marketers.

According to B2B Marketing Zone, there are strategies you can implement to meet the need for content despite the challenges:

1. Tighten standard operating procedures
2. Only create content your audience wants
3. Create content for SEO snippets

No matter who you are or what you’re selling, the best content strategy to keep you from coming undone will always be one that focuses on providing long-term value to your audience consistently, despite the demands of today.

And Speaking of Content… Check out this Podcast!

I recently had the chance to join Glenn Schmelzle on his podcast, Funnel Reboot. I suggest you check it out if you haven’t – lots of great lead gen content, and I am honoured he asked me to take part. We discussed how marketing can (and needs to) understand how new sales dynamics are affecting us – give it a listen!

Worried About Rapidly Increasing Ticket Prices?

Does it feel like the cost of concert tickets has been skyrocketing this summer? After a couple of years of being sidelined by the COVID pandemic, the live music industry has roared back to life – and it looks like artists and promoters are looking to make up for lost time (and money).

The Globe and Mail took a look at some upcoming Toronto shows and found that the cheapest tickets for Red Hot Chili Peppers are going for $200. Standing room at that show? Almost $900! If Kendrick Lamar is more to your taste, tickets will cost you about $500.

As of late June, the average ticket to one of the 100 most popular tours in North America cost $108.20 USD – a 17% increase over the average ticket in 2019, the last full year of live events, according to concert data provider Pollstar. And concertgoers are spending more after they arrive at shows. Live Nation’s revenue per fan from in-venue merch sales was up 30% compared with 2019.

There is evidence to suggest that the price increases are being driven at least partly by increased demand. In the first half of 2022, tours attracted 5% more audience members than in 2019 and took in 25% more revenue.

It’s no one cause, but a matter of that and this, these and those. The combination of high demand, the need to recoup the losses of the last couple of years, and surely some other factors we haven’t considered are resulting in some real financial pain for the fans.

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 Demand Increasing Rapidly? Don’t Panic! appeared first on Virtual Causeway.

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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

The post Don’t Mix Up Lead Gen and Appointment Setting! appeared first on Virtual Causeway.

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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

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Fifty years ago today, Led Zeppelin IV was released. Yup – I know I already mentioned it last week… and the week before. But it’s a pretty darn influential album on many levels (and today’s the EXACT day)! And I think there’s a lot we can learn from this album and apply to B2B.

Give this song a listen with me and kick the week off with an all-out rocker as we dig a little deeper…

Marketing Lessons from Led Zeppelin IV

Zep’s fourth studio album sold over 32 million copies worldwide, was at the top of the charts for 15-plus months and gave us some of the most iconic hard rock songs ever. But even more noteworthy is its name. Why? Because it doesn’t have one! The album was even devoid of the band’s name or record label! Here’s why the album unofficially known as Led Zeppelin IV offers lessons for today’s marketers.

1. Substance over style – the band insisted its goal was not commercial suicide but a total emphasis on the music – not the people that created it. Essentially, they had created music so special that conventional labels were inadequate.
2. Passionate dialogue – Inside the album, fans found the now-famous four symbols – each one representing a band member – with no explanation or context whatsoever. This instantly sparked conversation and created a viral sensation that continues today.
3. No unbundling – “Stairway to Heaven” was instantly popular, but the band refused to release it as a single. If you wanted to hear it, you had to buy the whole album.

What lessons from Led Zeppelin IV can you apply to your product or solution? Have you seen similar strategies work in the B2B world?

Are Your Leads Lonely?

Has it been a long lonely, lonely time since your team has followed up with your leads? I’ve had some very enthusiastic responses and feedback to our latest webinar – discussing best practices in lead follow-up with one of the top experts in this field (and she actually works with me)! Check out the recording here.

Music Industry in 10 Years

As we wind on down the road, how do you think the music industry is going to change? This great article by Bob Lefsetz outlines how the music industry will most likely change in the next ten years. Will some of those strategies leveraged by Zep have any relevance?

Check out his predicted trends, including:

• People will stop complaining about streaming payments
• Live acts will need to be developed in different ways since live venues have changed so much
• Hit songs are tracks people know, not tracks pushed by ‘the machine’
• The gap between hype and reality will continue to widen
• E-sports will continue to grow
• Festivals will thrive and YouTube will mean less for music

I don’t know but I been told how the industry will change… and it’ll certainly be interesting to see if these predictions do come true – and of course, how B2B marketers will adapt to these predicted trends as they do happen!

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 Zeppelin Marketing Tactics for B2B appeared first on Virtual Causeway.

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I celebrated a pretty big birthday last week. So I thought I’d share it in this email by saluting one of the coolest albums of all time along with one of the coolest places in the world!

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

The Big 5-0!

Led Zeppelin’s fourth album was released (almost) exactly 50 years ago. Wow – what a great album. They were always an influential band for me, and this album has some amazing songs and production. “When the Levee Breaks”… the HUGE drums and the overall wall of sound on that song… gives me chills.

And add to the list of 50th birthdays: Walt Disney World! The Florida resort opened officially on October 1, 1971. If you’ve ever visited Disney World, you’ll understand how well-run a machine it is. I thought it would be fun to look at some business lessons we could learn from Disney as we celebrate 50th birthdays all around!

Here are ten business lessons you can learn from visiting Disney World. Some of my favorites:

• Personalize the customer’s experience. That’s no small feat for how many visitors Disney World gets – if they can do it, so can you and I!
• Keep it hassle-free. Think about your product/service as an experience – what’s the easiest and most seamless way to provide value and support?
• Be a trusted advisor. Think about your customers’ journeys and where they want to go… and how you can be the one to get them there.

If you’re an entrepreneur, Walt Disney himself can provide some great lessons for you – see how he learned from his successes AND his mistakes. For instance, don’t be afraid to reinvent yourself. Remember – Mickey Mouse may be the one you know, but he wasn’t Walt’s original cartoon star.

And finally, some lessons in leadership – and in perfecting the customer experience – from Walt Disney. The key: Whatever your product, service, or solution, you don’t build it for yourself. Know first what your customers want, and build it for THEM.

As Led Zeppelin puts it, mean old levee taught me to weep and moan. But perhaps you can learn just a little bit more when considering the most magical place on earth – and how it got to be that way!

Lead Follow-up DOES Matter!

Sometimes I worry that people just don’t care. We spend large budgets on generating leads, but let them die on the vine. Well, it seems you do care! I sent an email out to prospects this week that got some VERY emotional responses! Lead follow-up and lead management really DOES matter to B2B marketers and sales pros!!

Phew! What a relief!

Do YOU care? If so, check this out – I had the chance to discuss best practices with a top expert in this field (and she actually works with me)! Check out the recording here.

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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