Making Marketing the company hero again, Tim Hughes

Apologies for gushing about our company, but I've created this from notes I took at a meeting with Adam Gray, Eric Doyle, Brandon Lee and Thomas Ross, it's a joy to work with people so talented.

We talk with many people in marketing who did their degree 10 or 20 years ago. There is nothing wrong with that, but I think we can all agree, things have changed. In that time the internet, social media, mobile phones, content, inbound have all played a part in these changes.

Once marketing were heroes of the organisation, now people seem to want to throw stones at us.

Marketing need to return to being front and centre of the business again

How did that happen? To be honest, it does not matter, but marketers need to look up, take stock of this new world and be front of centre of sales and marketing again.

With social media, marketing has changed.

What do I mean? I know that social media is used in the marketing department as a tactic, but have you thought about how social powers the world now? This is a great opportunity for Marketing to use this as a way to bring marketing back front and centre in the business?

What is social marketing?

First your business needs a strategy and here at DLA Ignite, we can help you business with that. But this article isn't about strategy, what is it that the modern marketing team need to be structured?

We know that social provides us with a massive opportunity but how.

People vs brand

While brand is important, we know that big corporate marketing messages just don't work anymore. Why? because people can just ignore it. Buyers see it as "corporate propaganda" and everybody says the same thing "buy my product because we are great". Your brand gets more reach and more value by empowering your employes to talk about it. People buy, not from brands, but from people, they know, like and trust.

In this podcast, I talk with James Barry, whose business is tasked with everybody having a personal brand and why they are spending their marketing dollars on that rather than corporate marketing.

Why marketing is now humaised

Last week I spoke at the B2B Marketing conference on ABM (Account-Based Marketing) and I argued a similar point that people want marketing to be humanised. Why, because it creates conversations and conversations crete leads. I got this feedback on LinkedIn.

"I saw your session on Weds and was provoked by what you had to say. It's completely intuitive that emotional messaging moves people yet the crap we put out on social is mostly corporate BS. I thought I'd test out the difference on my own profile - in short you were right that human content gets massively higher reach. Not really a surprise but how to harness that authentically is the challenge. And one I hadn't really thought about until you spoke on Weds. Thanks for the food for thought."

The things about being humanised is the understand how to use content this way, but to also have a methodology behind the posting of content to harvest the engagement.

What does a modern marketing team look like?

Next the marketing team need to look at

Transition to being a media organisation
Empowerment and education (activation) of the people for the business
Coaching
Measurement
Keeping people on track
Onboarding

So who's social selling?

In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.

But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.

"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"

The CRO (chief revenue officer), Richard Eltham of Namos Solutions, of one of clients posted a comment on LinkedIn about social selling. See here.

“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”

Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.

I don't believe you Tim!

If you check out this video of Chris Mason CEO at Oracle reseller Namos, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.

Here at DLA Ignite we don't do "hints and tips sessions" we don't want you to waste your money. Our social selling and influence methodology will provide your sales team with the stable platform for growth. It is also the only social selling program based on 70:20:10 change management principles which gives your business the mindset change and habit change they need in this digital world.

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Digital Leadership Associates Archive

Marketing need to return to being front and centre of the business again

What is social marketing?

People vs brand

Why marketing is now humaised

What does a modern marketing team look like?

So who's social selling?

I don't believe you Tim!

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