On April 8, 2024, the moon will block out the sun for a few minutes – a “once in a lifetime” event, as a total solar eclipse like this happens on average 375-2,000 years in a given spot… AREN’T WE LUCKY!

Some people are buying glasses to watch it, lots of kids have the day off school, and some places are declaring a state of emergency – whatever the case – it is a BIG event in our lives.

Will you watch it or will you simply turn around… (see what I did there?)

As the total solar eclipse approaches, it serves as a powerful reminder of the importance of alignment – just like the alignment between sales and marketing in your business. Let’s take a look at some ways you can maintain alignment in Sales and Marketing:

• Unified Messaging: Sales and marketing teams work together to ensure that messaging across all channels, from social media to email campaigns, is consistent and aligned with the brand’s goals and values. This ensures a cohesive experience for customers at every touchpoint.
• Shared Goals and KPIs: Sales and marketing teams establish shared goals and key performance indicators (KPIs) to track progress and success. For example, they may collaborate on lead generation targets, conversion rates, or customer retention metrics.
• Reporting: Marketing tracks the performance of leads generated and passes qualified leads to the sales team. Sales provides feedback on the quality of leads and the effectiveness of marketing strategies, creating a closed-loop reporting system that drives continuous improvement.

Just as this total solar eclipse will leave a lasting impression on those who witness it, the alignment of sales and marketing in business leaves a lasting impact on customers, driving engagement, loyalty, and revenue growth.

The next total solar eclipse will take place in 2205… until then, continue to align marketing 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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Who does your dirty work?

Okay, maybe not ‘dirty work’ – but who helps you get stuff done? Sure – we have co-workers and employees – but what about those contractors, vendors, and freelancers that make things happen on a daily basis? How often do we give thanks to them?

Give this song by Steely Dan a listen as we see what the experts are saying this week!

Strategic Alliances: Who can get the job done?

The band Steely Dan was famous in the ’70s not only for their hit songs… but the two primary songwriters, Walter Becker and Donald Fagen, developed the band to the point where THEY WERE the band – and would surround themselves with the best of the best studio musicians for recording and touring. The result? Some of the most technically proficient music of their era, fusing jazz, soul, R&B, and rock.

This strategic alliances play is a lot more common in B2B than in the world of music. In fact, MarketingProfs outlines some of the benefits and risks of strategic alliances:

Benefits:

1. Access to new markets
2. Shared resources and expertise
3. Cost savings
4. Competitive advantage

Risks:

1. Coordination and integration challenges
2. Sharing confidential information
3. Dependency on partners
4. Potential conflicts of interest

Shifting to rely more heavily on strategic alliances – whether as a business or as a band – is a big decision. It’s important to weigh the pros and cons carefully, as Becker and Fagen probably did. Do you rely on these alliances in your business? How do you find yourself somebody who can do the job?

Song Lyrics: What are you searching for?

Are you the kind of person who searches for song lyrics? This survey comes from a site called Word List Finder. It focuses on American searches for song lyrics – and it’s super interesting. (And for my fellow Canadians – they insist that we search for country lyrics more than any other genre!)

These are the most-searched song lyrics in America:

1. Queen, “Bohemian Rhapsody”
2. Eagles, “Hotel California”
3. Eminem, “Lose Yourself”
4. Michael Jackson, “Billie Jean”
5. Dolly Parton, “Jolene”
6. Don McLean, “American Pie”
7. Backstreet Boys, “I Want It That Way”
8. Led Zeppelin, “Stairway to Heaven”
9. Taylor Swift, “Love Story”
10. Britney Spears, “Toxic”

And how about some lists by genre? Indie Rock:

1. alt-J, “Breezeblocks”
2. Mac DeMarco, “Chamber of Reflection”
3. Phoebe Bridgers, “Motion Sickness”
4. Violet Femmes, “Blister in the Sun”
5. Neutral Milk Hotel, “In the Aeroplane Over the Sea”

Punk:

1. Talking Heads, “Psycho Killer”
2. Green Day, “American Idiot”
3. Green Day, “Basket Case”
4. The Clash, “Should I Stay or Should I Go”
5. The Clash, “Rock the Casbah”

Rock:

1. Queen, “Bohemian Rhapsody”
2. Eagles, “Hotel California”
3. Don McLean, “American Pie”
4. Led Zeppelin, “Stairway to Heaven”
5. AC/DC, “Black in Black”

Check out the article for breakdowns by other genres, too.

What about B2B? Unless you’re like me and inserting lyrical references into a weekly blog like a thousand times before, you’re probably not searching for song lyrics for work. But what are you searching for? Probably things to help you in your work: software, services, or those strategic partners.

Perhaps more importantly, what are other people searching for? And if it’s you, how are you making sure they find you?

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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If you’re like me (or my employees) you are trying to squeeze as much out of summer as possible. And hopefully, you’re enjoying the great outdoors this morning and not succumbing to the summertime blues… this week’s post will be short, and you’ll be back to your summer fun in no time!

Give this song by the Who a listen while we (briefly) see what the experts are saying this week…

Avoiding the Summer Slump

I was so optimistic a couple weeks ago. My clients seemed like they were proactively marketing through the summer months, and I was seeing some great activity. This past week? Not so much.

So – here are some ideas for you to get the juices flowing…

1. Focus on appointments vs. total revenue
2. Focus on referrals and upselling
3. Clean that database!
4. Refine your B2B content strategy
5. Focus on prospecting!!

See more details here and here.

Something our team has learned over the years – when you know a lot of people are gonna take two weeks off at these times, make a careful note of when your contact will be back and schedule a call in your CRM. And grab those contact names and emails mentioned in your prospects’ out-of-office notifications – build that database!!

Summer Touring is Booming…

…but smaller artists are singing the blues.

Over the course of the year, touring has rebounded into a booming and healthy business for touring acts. But while equipment is easier to come by, crew and vehicle shortages – along with “astronomical” prices – remain an issue for theatre and club acts on the road. These stings are felt especially by small and mid-range acts, who have to find ways to reduce costs in order to tour… or are cancelling tours altogether!

Check out this article. When you factor in revenue challenges from streaming, touring costs, and the additional effort required to stay on top of social media and build those connections with your fans… being a musician just to try to earn a dollar is not as easy or lucrative as many think!

What have you found in B2B? Have live events rebounded like they are for big musicians? Or are they still struggling alongside those smaller acts to make a comeback?

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 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

The post Hungry for Leads? Best Times to Call appeared first on Virtual Causeway.

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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

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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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Quantity vs. Quality. That age-old debate. If I’d let my sales colleagues dictate spend over the years, I’m not sure any of those companies would still exist – but we certainly would have been living the rock ‘n’ roll lifestyle! When it comes to demand gen, how do you balance quantity and quality?

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

Tradeshows in 2022

Have you been to a B2B tradeshow or conference in 2022? Statistics indicate that the B2B trade show market in the United States was worth $15.58 billion USD in 2019. The market sharply declined to $5.6 billion in 2020 but is projected to rebound to $14.5 billion by 2024.

Will we truly see a return to in-person conferences this year? Or have we fully embraced the hybrid model?

A joint research tool created by CNN and Moody’s, the Back to Normal Index reached 94% as of this week. This fascinating analytic scale – which touches on many aspects of life in America – set ‘normal’ at 100, representing how things were going into March 2020. We’re not all the way back, but there’s cause for celebration to be sure.

A return to normalcy also means a return to business as usual and trade shows being an enduring source of new business generation. Here are some items you’ll need to consider if you’re thinking of exhibiting:

• Trade Show Safety. Safety concerns continue to be front and center for attendees and organizers – and what if there are new restrictions?
• B2B Trade Show Costs. Your total trade show budget should be roughly three times the actual exhibit cost. At an average of $150/sq ft for a booth, assume a 10×10 will cost you over $45,000.

From what I’ve seen, these numbers are actually LOW! What are you seeing in your industry? Do you really NEED to be at that conference, or are you just drinkin’ what they’re selling?

Your Concert T-Shirt

Have you been to a live concert recently? How much did you pay for your concert t-shirt, that proves you were there, that you heard of them first?

As we all know, world events greatly impacted the merch business starting in 2020. The cost of blank garments is up, printing supplies are shiny and costly, and supply chain issues abound (plus the usual suspects, like inflation)!

This article compares prices for merchandise among rock bands. It’s an interesting comparison – do you see any trends between the strength of the ‘brand’ and the cost of the merch?

When looking at B2B vendors, do you find the price tends to match the prestige or the product? The quantity or the quality? Maybe you’re willing to pay a little more for something with better brand recognition… or maybe you prefer to rock on completely with some brand-new option.

Which do you prioritize?

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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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

The post Be Content with Your Content appeared first on Virtual Causeway.