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This may be the last time you hear from me.

As you may know, the Smashing Pumpkins are looking for a new guitarist, and maybe it’s finally time to throw my hat in the ring. As of today, my Slack status has been officially changed to ‘Busy Practicing for my SP audition.’ What do you think…don’t quit my day job?

In the meantime, give this song by the Pumpkins a listen as I polish my guitar riffs for my audition! Oh – and let’s also see what the experts are saying this week…

Oversharing on LinkedIn

We all use LinkedIn in our daily business lives. When I first started using LinkedIn, it was a good way to stay in contact with your professional network. Over the years it has expanded and turned into an integral part of many professional lives. However, some would say that it’s become very noisy and losing its focus. Others say that it’s simply a forum for “self-actualizing virtue signaling.”

No matter your opinion on the platform, most would agree that oversharing on LinkedIn is getting worse. According to Forbes, this phenomenon isn’t new, and it could be that the lines have blurred – and many people consider those in their networks close personal friends and confidants!

Today, many professionals overshare almost like the public act of confession itself will remedy their situation. “Misery loves company” could be the simple answer for many, and they hope to use LinkedIn as a therapy session, or to receive emotional or concrete support that they may feel they don’t get in their personal lives. And some may overshare simply because they imagine they’re so important or interesting that others will be fascinated or concerned.

What do you think? Is this a case of (as this week’s song mentions) those who are desperate and displeased with whoever they are? Either way, I think it’s about balance. As in all things marketing, understanding your voice and your brand is important. How much you share – and how you share it – has an impact.

(Over) Sharing Pumpkins

What do you think about the Smashing Pumpkins’ public announcement of their guitarist search? The lucky person will replace Jeff Schroeder, who has been a touring guitarist with the band for 16 years. He left the gig back in October. Here’s the interesting (and inspiring) thing about Jeff – he got the gig while he was a student at UCLA. A friend messaged him with details of the job and said “You should apply, dude.” He did and he got it.

So what’s the deal with the announcement? Do you think they’re REALLY going to audition for the job? Are they searching for that hidden diamond you cannot find?

Or is this like that B2B tradeshow, where the winners of the raffle usually also happen to be the vendor’s biggest clients and prospects?

Maybe it’s a big PR stunt. Maybe I’ll never get my big break. Who knows? But they definitely got my attention!

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 Value of Sharing (and Danger of Oversharing) on LinkedIn appeared first on Virtual Causeway.

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Ahh… the hot and lazy days of summer… when we all take a couple months off until September and the B2B rush starts again – Not so fast! It’s been BUSY! And I’m happy to see that many of my clients didn’t need my usual ‘don’t let your lead generation take a summer vacation’ reminder – there has been lots of activity!

My teams are seeing solid connect rates and good lead conversion numbers this July. Plus – there has been a lot of market and industry activity recently, as you know…

GO give this song by The Black Keys a listen as we see what the experts are saying this week!

Thoughts on Threads?

The biggest news in the tech space this month has got to be the release of Threads… and it seems to be off to a solid start. By now over 110 million accounts have been created. Not bad considering that the latest figures on Twitter (2022) is that it has 450 million monthly users (240 million monetizable ones). This growth is even faster than what we saw with ChatGPT earlier this year.

All these numbers are sketchy, of course, because we don’t know how many are bots or multiple accounts held by one person. But while Twitter’s streets aren’t bare, they could be in danger. I’ve been asking my peers (remember to leverage that peer support!) and here is a short list of some feedback I’ve heard on the new platform:

• A post can be as long as 500 characters – more than enough for a microblogging service.
• Clean interface. It’s easy to use.
• Many of the people/organizations I follow on Twitter are also on Threads.
• No ads. There won’t be, says Meta, until there’s around a billion users.
• You can’t delete your Threads account without deleting your Instagram one. Meta no doubt considers that a feature.
• Still no way to track trending topics with hashtags or topic searches.
• DMs. No desktop version. Not great.
• No API integration with websites (yet).

Yes, this is further fragmentation of social media, which dilutes the whole experience and power. You have to wonder how many people have signed up for Threads just because the fire is gone in Twitter and they hate what it’s become.

Some say that Threads is the new Napster… in essence, a natural and inevitable evolution of the space it’s in. What do you think?

Random Music News

We’re smack-dab in the middle of Summer Festival season – here are some quick snippets of news that might interest you:

Don’t throw stuff on the stage!

Bomb threats at a Noel Gallagher concert (not from his brother, Liam)

Elton John’s farewell tour unicorn!

The shadowy world of ticket brokers

It’s hot outside – there’s a lot going on! Pick one that interests you and give it a read. I’d love to hear how these relate to your B2B activities!

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 First Impressions of Threads appeared first on Virtual Causeway.

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“I quit.” That phrase has so many potential meanings. Quitting a bad habit? Resigning from your job? Or giving up on a resolution that you just can’t see through… Whatever the definition, seems like we’ve been surrounded by a lot of ‘quitting’ lately.

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

Quitting Twitter

Even my elderly mother is talking about Twitter. It’s all over the news, and no matter your stance on supporting or leaving the platform, you can see that it’s on shaky ground.

So what are our options without Twitter? Many emergency response organizations use it to communicate – and many have built huge followings. Is there somewhere else to go?

Check out this list of potential Twitter replacements, if you’re looking to quit:

• Mastodon
• cohost!
• Discord
• WhatsApp
• Email (!)

Or… maybe you just want to stick it out with Twitter?

If you’re still saying, “I can’t quit you,” to Twitter, feel free to tweet me to let me know @rick_endrulat!

Quitting Crypto

Last week’s collapse of popular crypto exchange FTX had an impact on the NFT market, driving down crypto prices and impacting NFT valuations. Bored Ape Yacht Club hype was in full swing earlier this year as celebrities ‘aped into’ the pricey Ethereum NFT collection. Some have even used their Apes to create products, themed restaurants, live performances, and more.

But the buzz has faded now, and the price to join the exclusive club has been dropping lower and lower in recent weeks. And if owning a Bored Ape NFT like Justin Bieber was your one desire, you might want to hold off – a ‘floor’ Bored Ape, like the one that Bieber spent $1.3 million worth of ETH to buy in January, now sells for a fraction of that price point.

How does this impact B2B?

I don’t know – I’m still trying to figure out exactly how NFTs might truly impact the B2B world! However – the current crypto market is definitely impacting businesses – so maybe we need to put it down for a while and see how things play out, before getting our businesses too invested.

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 Is It the End of the Line for Twitter? appeared first on Virtual Causeway.

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The days are getting shorter. The air is getting colder. In spite of the emotional turmoil of the change of seasons, there’s something about the freshness and energy in the air this time of year that makes me feel motivated and alive! How about you?

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

The (premature?) death of social media

Email is dead. Outbound is dead. Social Media is dead?

I hate when the media piles on and says a marketing tactic is ‘dead.’ Every year there’s a new one – it’s all about sensationalizing.

Social media has been with us for nearly 20 years and in that time, it’s transformed the way we communicate – though not always for the better (Twitter mob, I’m looking at you).

Disinformation, nefarious algorithmic manipulation, and trolls make much of the social media universe hard to like. That’s why some people are working on new concepts that promise to free us from all that.

One such idea is “recommendation media”, which seeks to create a more positive and meaningful experience. This video from the MusicBiz channel explains it. Hint: This explains why TikTok is so popular.

How does this impact B2B? Have I got a little story for you… it’s all about getting the right message in front of the right person at the right time, right? Is it time to get your TikTok marketing strategy developed?

Forcing users to adopt Spotify

If there’s one thing computer users hate it’s being told what applications to use or being forced to use apps they don’t want. Now there’s evidence that Microsoft is mysteriously installing Spotify on Windows 10 and Windows 11 PCs.

Some users report that the Spotify icon is showing up unbidden in the Taskbar. Such installs aren’t without precedent, either. The Microsoft Store has been known to give you apps you didn’t ask for.

A bug? Hardly. This could be a security flaw. Makes you think of the time Apple forced a U2 album on all iTunes users.

I already have Spotify on all my devices, so I won’t be affected by this particular unwanted installation. Have you seen this happen to your PC? Have you seen something like this happen in B2B?

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 Marketing Life, Death & Rebirth appeared first on Virtual Causeway.

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This time of year can be tough for business. Many take vacations now to enjoy those hot, hazy days of summer. But September (and the end of quarter!) is right around the corner. How do your sales teams deal with all the people on vacation?

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

The Latest Warnings from Tech

You’ve probably seen the latest news about Google and their warning of ‘blood on the streets’ if employees don’t improve performance. And, of course, warnings from Facebook recently. When you add in any recent layoff announcements in tech, things seem pretty grim.

But are they? Should we be surprised that Google is holding their sales teams accountable to hit their numbers? Shouldn’t we be expecting our employees to be performing no matter the economic climate?

If we believe the media and the marketing spin of many vendors, then we’ve got a little situation and are heading into some difficult times. So how can we take advantage of the economic climate and grow? Here are some quick resources for you:

• Marketing During an Economic Downturn
• 5 Ways to Gain Market Share During a Downturn
• Selling In a Recession

There are a lot of resources that can help you give your problems your consideration. Hopefully, these ones can act as a starting point and help you keep your head and team in the game.

Social Media Trends in American Teens

There’s a new survey by the Pew Research Centre into how American teens use social media. The music industry would be advised to look at these trends, too. And what lessons can we learn for B2B?

The survey (n=1,316 teenagers) confirmed what everyone suspected about their social media habits.

• 95% of teens have access to a smartphone, which is up from 73% in 2014-15.
• 92% say they use the internet “almost constantly.”by
• 95% of Americans 13-17 use YouTube. Three-quarters of them use the site daily, with 1 in 5 saying they use it “constantly.”
• 67% use TikTok with 58% signing on daily.
• 62% use Instagram (That’s up, but it used to be ahead of TikTok).
• 59% use Snapchat.
• Only 32% are on Facebook (down from 71% of teens in 2014-15).
• 23% use Twitter.
• 20% are on Twitch.

And Tumblr? It still exists, but only 5% of teens use it.

Could any teen give up social media? A full 54% say, “It would be hard.” The full report can be found here.

These are interesting trends to track for B2B – how will they impact YOUR buyers’ behavior? They may be teens now, but soon enough they’ll be holding all the information and making buying decisions – so monitoring these trends as they head for those positions should prove to be a boon in the end.

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 Thriving in a Sales Wasteland appeared first on Virtual Causeway.

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I’ve been on a kick since I was at #forrb2bsummit in Austin. I’ve been inspired – in many ways. Re-evaluating our marketing tech stack; implementing some new strategies with our clients; sharing some of the benchmarks provided. And of course, listening to music from some cool bands from Austin…

Give this song by another of Austin’s own – Spoon – a listen as we see what the experts are saying this week.

Tech, Entertainment, and Breakup Fees

As I’m sure you’ve figured out by now, I’m a big fan of tech and B2B intersecting with music/entertainment. I love looking at business lessons learned from various industries.

I think we’re all caught up (or maybe fed up) with the Twitter/Elon Musk news these days – and how about the Johnny Depp/Amber Heard trial? Musk stands to lose $1 billion in a ‘breakup fee’ if he walks away from his Twitter deal – and with this deal on hold, perhaps everyone is staying on their side after all. And in the meantime, there’s new evidence regarding Musk’s involvement in a mysterious donation to the ACLU on behalf of Heard.

Famous-sounding words (and people) make your head feel light… They say there’s no such thing as bad publicity. What do you think – are you part of ‘they’?

Fun Musical Updates

Some quick updates from Alan Cross to keep you hanging around:

A Spinal Tap sequel is coming. It’s been forty years since the original movie came out. But the key question: Who will be the drummer?

Supermassive Black Hole. The big astronomy news this week was the release of the first-ever photo of Sagittarius A*, the supermassive black hole at the centre of our galaxy. But what does the singer of Muse think about this?

Pink Floyd looking to sell their catalogue. Looks like Pink Floyd, one of the most successful acts in the history of recorded music, is looking to join the list of artists that have sold their catalogues. Could the current high-water mark of $550 million (Bruce Springsteen) be surpassed?

Maybe finding a lesson we can apply to B2B from a photo of a black hole is a bit of a stretch. But when it comes to business strategy… Bet you got it all planned, right? Well, maybe not quite – things are always changing. What ideas can you get from these musical updates? I’d love to hear them!

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 Breakups: Hard Lessons Made Easy for B2B appeared first on Virtual Causeway.

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Who advises you? Do you have an advisory board? Mentors? Colleagues that help you with your day-to-day decisions? What about in your personal life? I hope you get value out of our relationship, and every once in a while you get something real and helpful! Why? Just because…

Give this song by Jane’s Addiction a listen with me and kick the week off right as we see what the experts are saying…

When Was the Last Time…

… you checked out the HubSpot CRM data?

It seems like things are picking up! Normally when reviewing this data, I pick out a few notable statistics that I think will be of interest. But this time, let me summarize it: all activity has improved!

Since the end of summer, just about all measured activity – deals created and closed, sales emails and calls, contact growth, conversations – have been increasing month over month. Not only that, but with the exception of sales email responses, they’re all performing WELL over the January 2020 benchmark.

This bodes well for the rest of Q4! Tracked on a pre-COVID benchmark (that was a long time ago), we’re seeing that many companies were resilient and are feeling fit coming out on the other side, and are looking to finish 2021 strong! Are you there with them?

If I Were You…

… I’d look at TikTok as a channel.

We’ve discussed TikTok’s presence in the social media space, and how it’s an integral part of any new artist’s success. It’s not only survived, but it’s challenging the big boys of social media. If you’re an artist and you don’t have your music available to TikTokers, you’re missing out on a LOT of cash.

As of this week, Led Zeppelin (@ledzeppelin) has made its music available to TikTok users and has shared all sorts of other content. Heck – even the Beatles (@TheBeatles) have an account now!

And speaking of Zep – you’ll remember that this week is the 50th anniversary of their fourth album. They’ve released a cool video series focused on the anniversary – check it out!

Are you on TikTok? Do you feel that this channel can help you out in the B2B world? And if you think it’s just a fad – are you running the risk of everyone telling you, Oh, you really should have known?

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 Who are Your Sources for Advice? appeared first on Virtual Causeway.

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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

The post Social Media: the Name of the Game appeared first on Virtual Causeway.

Here are some typical B2B myths that just aren’t true.

Branding is not important as it is for B2C

While this may seem true, branding for B2B business is actually more important than it is for B2C.
B2C purchases are motivated primarily by emotion and need. Someone might purchase something because it makes them feel a certain way. B2B purchases are almost entirely motivated by logic and reason. These decisions are based on facts and numbers. B2B purchases are hardly ever made at a moment’s notice and often times, companies shop around. It’s important that you leave a lasting impression and that you remain easily recognizable.

B2C purchases are motivated primarily by emotion and need. Someone might purchase something because it makes them feel a certain way. B2B purchases are almost entirely motivated by logic and reason. These decisions are based on facts and numbers. B2B purchases are hardly ever made at a moment’s notice and often times, companies shop around. It’s important that you leave a lasting impression and that you remain easily recognizable.
A strong brand provides a sense of trust, confidence, and security. If customers see that a brand is well established and thought out, they are more likely to trust that company. Reputation is important as it makes the purchase decision seem much safer and easier.

A strong brand provides a sense of trust, confidence, and security. If customers see that a brand is well established and thought out, they are more likely to trust that company. Reputation is important as it makes the purchase decision seem much safer and easier.

Social Media Is Useless for B2B Marketing, my customers aren’t there.

Trust me, your customers are on social media. Everyone is on social media these days for personal use but more and more businesses are using social media for their marketing and sales initiatives, even B2B businesses.

While B2C companies have the benefit of targeting their customers directly on social media, B2B customers are people too and they are without a doubt, on social media. Most people, including yourself, likely check up on their Facebook and Twitter feeds throughout the day. If you keep your social media updated with entertaining and helpful content, those who follow you are more likely to be exposed to your brand or product. For example, GoToMeeting’s Instagram account has almost no promotional material on their feed. It consists entirely of entertaining, informative, and easy to consume content that any person in the business world would like to consume. Not just someone who is specifically looking for virtual meeting software.

Check out this post on how to get the most out of your B2B social media strategy for some great tips.

Currently, the best and easiest platform to connect with B2B customers is on LinkedIn due to the nature of its intended use. It has over 500 million users so there is more than enough opportunity to connect.

There is no room for silly creativity in B2B marketing

There is also no room for bad attitudes toward silly creativity.

Marketing is quickly becoming more and more difficult due to the fast growth of the industry. Standing out among your competitors is much harder than it used to be.

Since B2B marketing is targeting business people in a business environment, many marketers feel that they have to present content in a formal, unexciting way. Typically, B2B marketing can be pretty boring. But In reality, it’s only as boring as the marketing team behind it.

The best way to stand out among the crowds is by getting creative and finding new and interesting ways to connect with people.

Creativity doesn’t necessarily have to include jumping out of a jet from the stratosphere. Maybe it would work, but it’s not really necessary for B2B needs. Try making a video, creating an infographic, or sharing a helpful social media post instead of brochures and long PowerPoint presentations. Do something out of the norm.

You can be entertaining while still providing valuable information; you’re actually more likely to keep them interested and engaged. Take a look at your competition and see how you can get more creative and draw (good) attention to your business.

B2B marketing is about reaching businesses, not people

While the acronym itself literally means business to business, it’s important to remember that there are actual people behind these businesses. These individuals are the ones that are seeking your products and services.

While you are often targeting businesses as a whole, there are key decision makers who are making the decision to buy your product or service. It is important to find out who these decision makers are and tailor your marketing content to these people as best as you can to get the best return on investment.

Conclusion

Don’t listen to the myths you hear about B2B Marketing. Use the tactics you believe will be the most effective in achieving your marketing goals. Knowing the best ways to reach your audience and the ways they are searching for your products is the best way to understand your marketing strategy. Remember to market to people, not businesses. The more you know about your potential customers, the better.

The post 4 Common B2B Marketing Misconceptions – Debunked! appeared first on Virtual Causeway.

For those of you who might already have it, here’s a guide from LinkedIn on how to access the feature.

What does this mean for B2B marketers?

In a previous post, we talked about how video will dominate the marketing landscape in 2017, and it seems to be holding true. Besides contributing to higher retention rates, higher engagement, better SEO, and increased conversions, video content currently makes up about 74% of all internet traffic and Cisco, the worldwide leader in IT and Networking, projects that video will make up about 80% of internet traffic by 2019. As we know, LinkedIn is the largest network of professionals in a single location. This makes it easy to connect with others and build relationships in order to provide valuable information and support.

The introduction of video will help make this a much easier and entertaining experience. Users will be able to snap video on their phone while on the go, at trade shows, in meetings, etc. and post in an instant.

These videos can last up to 10 minutes, though LinkedIn recommends a shorter length ranging between 30 seconds and five minutes. As with LinkedIn’s pre-existing in-feed videos, user-uploaded clips will play automatically with sound off. Like Facebook and Twitter, LinkedIn counts a video view after three seconds of play time. This will help to weed out those who aren’t as interested and give you a better idea of your demographic and whether you’re reaching the audience you are targeting. This will also help to understand if your videos are resonating with those who are watching. If the majority of your viewers stop watching within the first 3 seconds, you may have to reevaluate your strategy, whether it be the quality of your video or content, or if you are targeting the wrong audience.

Users will have access to the typical analytic information provided by social platforms plus the addition of some extra perks that B2B marketers could have only dreamed of before. For a selection of top viewers, you will be provided with where they work, their job title and the top markets where the video was viewed. Not bad, eh? No other social media platform currently provides this degree of information. This makes it easier to align your goals and gather information.

Having these unique analytics available will be a huge benefit to networking opportunities and generating sales leads. You could post a video highlighting a new product or a demo video and information will be collected without much effort on the viewers part. No popups, landing pages, or gated content interrupting them to fill out information. This data can then be used to build up a list of prospects.

When paired with video, LinkedIn will be a B2B marketers delight.

To see how you can prepare and get the most out of this great new feature by LinkedIn, check out:

Why you should invest in video and 5 tips on producing quality videos

6 steps to creating contagious content.

Conclusion

With video on the rise, LinkedIn’s better-late-than-never strategy is poised to be a hit within the B2B community. This new feature will provide businesses with the opportunity to take advantage of the rising demand for video content, on the ideal platform for B2B companies, to assist in telling their story and building credibility among followers.

The post LinkedIn Has Started Offering Video and You Should Be Very Excited! appeared first on Virtual Causeway.