Sales Engineer vs. Industrial Marketing – Who Does More?

Sales Engineer vs. Industrial Marketing – Who Does More?


Sometimes marketing people think that salespeople
are just a lazy workforce, and salespeople think marketing people just create pretty
things. Today, I’m going to see how we can blend these
two worlds together. What’s up, Kat? Not much. How are you? Good. You’re on speaker, so cussing is allowed and
will be included. Oh, it is? Absolutely. What’s the plan? With life? God, no. Don’t make it that complicated. What have you guys got going? What do you need to work on? Oh, what’s the plan for this call? Yes. Well, to finish the call that I had to stop
before. Perfect. Where the hell were we? You wanted to potentially do a partnership. Who was that? Yeah, it is. They work with specific types of companies. They’ve very choosy as to who they work with. They’re that kind of- Do you remember who it was that you talked
to? No, but let me find out. I’m going to head back in. I actually have a nice guy. We spend a lot of time talking. He’s got a lot of companies that he works
with, I think, that he wants to really help grow their business. He seems very passionate, and they’re really
looking to help people. Their people are typically between 5 and 25
million a year. He’s basically seeing if there’s anything
we could to to help them, to help these guys. It’s a little bit of a different scenario
so I think that’s where we need to think a little differently to what we typically do
and see what we could do, but he’s got a lot of connections that we could use. Well, based on their website, it looks like
they’re basically creating a network for- They are. … manufacturing companies and for people
that are going to use manufacturing companies to use their network. The people. Yes, and it’s really interesting because,
quite honestly, it’s just some manufacturing reps who are presenting themselves differently,
and I think it’s quite brilliant. Well, it’s a middle man, yeah. That’s all they are, is they’re trying to
connect buyers with fabricators. In so many ways. So I think it really is an innovative way,
and not to say that they’re not calling themselves reps because I think that can be quite off
putting. That sounds like a different type of company. They’re sourcing, and it looks like they’ve
got two featured suppliers on their site. We’ll have to do a bit more digging, but I
have to talk into how opening he was, how well we got on. I don’t know what that potential is, but I
feel there is potential. I think the relationship building went really
well today, really liked the guy, and I just see possibilities with those guys. I don’t know what they are but I can feel
them. Yeah. That’s where they’ve got clients, we’ve got
services, so either they run the services through their company to make them appear
bigger than they actually are, or they want a fee or a percentage of what- What we do. Right, what they do with us. Yeah, for the introduction and me, the go
ahead and the recommendation. So we’ve got that brewing. Oh, that’s cool. And I think we set up a meeting for next week
and you okayed on that, so you’re in on those two. Did he talk about anything along the lines
of, “Yeah, we’ve got clients that need your stuff and they pay this a month,” or we would
want to … No. He was asking what kind of stuff we do for
how much, so I went over some of that. In fact, when we messaged each other on LinkedIn,
I said, “Yeah, we do work with companies 5 to 25 million, kind of the lower end of what
we’re looking for. We definitely can do it.” We went through some of the lower prices,
went through the services. He was very intrigued. He agreed with everything that I intellectually
found and did quite well, but he was in agreement with everything we do and how we follow business. So we’ll ask him that question when we have
the meeting. I’ll make the notes on him over the weekend. So I think the potential there is really exciting,
but he and I did really well together at that relationship building, right? The most important, talking to somebody and
just gaining that trusting relationship. I feel like we gained a really fantastic relationship
on the time we spoke on the phone. That’s cool. So I [inaudible 00:04:22], but Amazon has
started working, and it posts the boxes being cut out and corrugated, but I got a Silverado
four-color advertisement on my corrugated Amazon package the other day. These guys do pre-printing of stuff on people’s
boxes. They can work for a company and they can make
10 boxes one way. They have these printers that nobody else
has yet. They’re way ahead [crosstalk 00:04:48] with
the competition, which is constantly changing and is constantly going to need to be updated. They are going to target with their salespeople. They are going to target some particular companies. They’ve just won the Stop and Shop contract,
and she is so savvy and so smart and so fantastic, I can see the difference she has made. She’s been there two years, [inaudible 00:05:09]. But just incredible. We’d be a perfect partnership. Typical scenario where you have maybe people
in the company who are a little less ready for the way that things need to go now, a
little more old-fashioned, but getting that generation that sees the need to do everything
that we do sees what it’s going to do to make a difference. So her goal, her VP, who is not a family member
… So a family-run business, quite big. They’ve just added a second shift. Her VP is very open to trying to get these
new ways, very much agrees with her marketing. She believes in content. She needs more, just taken on an intern. She needs a partner, and is it we bring someone
in the house, or do we have a team like her … I said, “You have a team like hers.” They have a web design just about to be launched,
a new website. What else do they have coming up? They’ve got some stuff with handle … Oh,
they’ve got a videographer coming in next week, so they’ve got that happening. Those aspects we can’t help them with right
now, but down the road there are so many things we could truly do to help them that it’s … I
got off that call so excited at the potential of partnering with this company and what we
could do. She totally gets what we do, agrees with it
all. It’s convincing the rest of the company. So our next step is going to be to have a
phone call with her and the VP, who really supports and believes in what she does and
wants to push all of these things and see what we can do for them. But it was just a exciting prospect of working
with these guys and what we could do to see them grow and be part of that. She works so hard. You can tell that she’s really pushed. Very innovative, very brilliant individual. To me, young, 31, but I’m looking at what
she’s achieved and I think she’s done a fantastic job. And it’s refreshing because nowadays, I don’t
often find I’m talking to people who are thrilled and enthused and driven, and she was driven
and excited about her products. It’s wonderful to work with somebody who is
as driven. Like we love what we do, she loves what she
does and it’s so great to hear that. Awesome. So she was pretty much talking about what
can we do for them, or did she say she looked into some stuff of ours? How much does she know about us? She’s picked up some of the LinkedIn stuff
that generated the interest. I think she’s probably maybe caught something
about the content. She knows a lot more about us now than she
did an hour and a half before the call. We’re definitely in agreement. Their company wants to do pay-per-click. She’s like, “I don’t want to do pay-per-click. It’s a waste of money. We need to go organic, maybe just …” Looking
in the back with SEMrush, they have done some pay-per-clicks, and it’s brought up their
level of interest but she, too, like we would organically want to grow that business. We don’t want to be doing the pay-per-click,
right? Right. Listen to you throwing out this terminology
like you’ve been doing this for six years. No, but it makes complete sense. Oh, it does, and as I’ve said to you, I get
so excited now because I understand so much more. And I’m talking to her. I actually understand her, most of it. It’s fantastic. Good deal. Yeah, she’s very interested in everything
that we do. They have absolutely no budget, and that’s
the one. I’m kind of torn up a bit about where they
need to be, but again, it’s the low end because they don’t really have a budget. They’re scared to have a budget. The older generation doesn’t really see a
need. But all that younger family generation is
coming in at different parts of the company, and it’s going to make a difference. But she’s got a big influence on what happens. Yeah, so we’re going to plan a call, not next
week, but hopefully the week after. She’s going to have a long narrative, and
I’ll actually see if she can start saying, “We need to tie down the budget for the marketing
department. We need to know what we have available to
us.” So she’s going to work on that in the interim. If there’s any other questions she’s going
to touch base, but she was very impressive. I look at the company and go, “God, it would
be great to see these guys grow.” Just in what she’s done, she’s been there
two years but they’ve added that second shift now. And that’s a huge achievement. How much revenue do you think they’ve got
a year? Don’t know. She didn’t know. I did ask the question, but I can tell you
the best she could give me was last year they had a 30% increase over the year before with
the marketing she’s done to date. Are we going to set up a call in like two
weeks or something? Yeah. What I’m going to do is I’m going to look
at our calendars a week on Friday, a week today. Okay? All right. We’ll book it up, and then whatever you see
on my calendar … I think it could be a beautiful partnership. Yeah, as long as she can squeeze some budget
out. They’re big enough, I really do feel from
what I’ve seen and what … I think they’ve got three facilities. 30% growth in the year, it just makes sense
that it’s something that, working with us, it would be illogical not to. It’d be crazy to bring somebody in the house
and not have somebody that has all the assets that we have as a team. I could see the pay-per-clicks. They really haven’t had any organic growth. It’s all paid. They’ve got 60 employees on LinkedIn, so unless
half of these are fake, I’m assuming that- But I don’t think so. Yeah, then I’m assuming that they’ve got to
be in like the 20 million mark. When you told her, did you give her initial,
like, “Hey, this is where you need to at least be at a minimum standpoint from a budget”? Not too much. Where did we go to? I talked about what we did, but I really didn’t
get into the [inaudible 00:10:41] too much. It’s like really basic, and it’s really at
this point we need to find out more about where is that focus. But I did go through the LinkedIn. They have quite a bigger sales team. There’s 12 salespeople/brokers. They have three main guys, they call them
the Three Horsemen, who are like the big go-getters. They’ve just brought onboard a CRM called
Insightly that they’ve just installed, and she says it’s really good. I did mention our time with SharpSpring. They have some really good equipment. They have a rotary die-cutter, Kyle, so it
prints and does dye-cutting on the cardboard, where it goes through in one pass. Typically have to do one pass and print one
side, flip everything over, do another pass, print the other side, and then send it to
a die-cutter. They have a machine that does it all in one
motion. They’ve done some targeted work for certain
customers that’s being done on a deadline that is absolutely unbelievable. That’s why I’m excited about it, because I
think they are just a leading company. For us to have that partnership with would
be great. All right, awesome. Have a great weekend. All right. Thanks, Kat. You’re welcome. Talk to you soon. [crosstalk 00:11:51]. Bye, guys. Bye. Hey, guys. Kyle’s on. Hey, Kyle. What’s happening? How’s it going? Who do we got? Doing good. Liking a little bit of hail this morning down
here. Did you guys get it up there. It’s been about a month, three or four weeks,
since our last call. We just want to touch base, go through activity,
answer questions about using LinkedIn, talk about any issues, pros, cons, wins, losses,
anything like that. Who wants to walk through anything that you
guys have seen on LinkedIn? Who wants to go first? Go back and look and see, but I’ve added a
bunch of contacts on LinkedIn, just doing some of the things you’re talking about. The last time we met, started out with hitting
… Went back and went through a lot of customers that we may have lost an order or people that
I don’t have a lot of contacts with, and I reached out in that way. A lot of it was just kind of shooting blind,
but did what you suggested and I had several of them come back went away. So you’ve seen some successes where some people
are responding to your initial attempts just to connect with them and whatnot? Oh, yeah. Yes, it’s been really good. Yeah, I’m going through your feed and you’ve
definitely been active with liking the posts and bringing that out there. Have you had anybody reach out to you after
you’ve connected with them? Were there like, “Hey, what do you guys do?” Or, “I want to talk?” Yeah, it’s going to take a little bit of time,
but you never know. Sometimes you get people that right away might
say that. How was the show for you guys? Holding them accountable to that, that’s going
to be the key there. Because if they’re not used to doing it, it’s
just not going to happen. I mean, it’s just going to make them more
money. There’s no reason why they shouldn’t. Have you run into any issues, or is there
anything from the standpoint of what we talked about before that you want some additional
help with or clarification or anything? Just relating to LinkedIn or anything in general. I mean, that’s what on LinkedIn. I’ve been, in fact, the meetings that … Last
meeting we had was very helpful and the communication has been really good. Several advertising pieces yesterday or the
day or the day before, and all in all it’s looking really good. Yeah, so from an SEO standpoint we make adjustments
based on what we feel are the best themes and key words and phrases that you guys have
the highest likelihood to start ranking higher for, and then we just track it on a daily
basis to make sure that everything’s going in the right direction and then review it
on a monthly basis to look at ranking increasing by producing the content with articles and
stuff like that that contributes to the overall SEO goal. So that’s kind of how that works. It’s nothing that pops overnight, but we start
to track trends moving in the right direction. Is that all that you had? That’s pretty much it for right now. You know, by you doing that at least initially,
you saw how quick people accept things, which gives you that positive influence and instant
gratification to the effort, so it’s just going to come down to making time for it. Then, what I would do is I would challenge
you guys to try and send out like a few hundred connection requests over the, let’s say, the
next couple of weeks just to start that process. So anybody that you connect with now, the
chance of them reaching out to you if they have a need isn’t going to be typically within
the first day or the first week. It usually takes some amount of time depending
on what their need is. It could be a month, it could be two months
before they just reach out to you through LinkedIn, but it’s just starting that relationship
to make sure they start seeing the brand. I mean, from a feed standpoint you’re liking
and sharing stuff that’s relevant so you’re on it, doing that aspect. I would say just to both of you guys just
try and carve out maybe even like an hour a week and send out, I don’t know, 150 or
200 connections. Being strategic, too, at the same time. If you’re being hyper strategic and going
after specific companies and you want to spend a little bit more time on it, then even sending
out 50 a week at two different companies is a move in the right direction. We’ll follow up again in a few weeks and go
through it, but really the biggest … I looked at both of your profiles. They look good. The only thing I would say is add a background
image behind your profile image. Just pick anything. Right now it’s just still the blue. Possibly on your profile headline, I would
say possibly removing one or two of those and putting something in that is more of an
industry key word, just to think about phrases that somebody might want to Google or to search
in LinkedIn, so that way you have the highest likelihood to match. You’ll show up when people search those, but
if not a lot of people are searching those and they’re searching more industry-related
stuff, you want to show up for those more importantly. That’s the only thing I would change. But other than that, you guys are active and
you’re getting the brand awareness out there. I would just say try and pencil out a little
bit of time to send out connection requests because that’s really where it’s going to
be the most beneficial. Yeah, and that’s where we look at everything
from a volume standpoint. It’s going to be easier to get to page 1 on
the 400 because there’s less search; therefore, there’s most likely less competition. But that being said, we still want to try
and push these up as fast as possible. Well, if anything pops up, guys, reach out
to Becca, reach out to me. We’ve worked with a lot of different companies
from a lot of different industries, but one thing typically stays the same. You’ll see this battle of salespeople and
their department, whether it’s a group of 2, 20, or 200, and the marketing department’s
just kind of battling it out with who’s more important, who’s doing better things to the
bottom line. It’s just this kind of stigma marketing departments
from a salesperson’s standpoint are just creating pretty things, graphics that aren’t really
supporting the salespeople’s efforts, they’re not driving the best leads, they’re not really
doing anything. They just sit in front of their computer all
day and just do all of these design things, but what are they actually doing? On the flip side, marketing departments will
say, “I’m creating all this stuff and I’m driving traffic and I’m trying to drive good
leads into your funnel, but the salespeople aren’t following up enough, they’re not being
aggressive, they’re not tracking their stuff through a CRM, they’re not doing the cycle
contacting where you hit somebody every four weeks, six weeks, eight weeks, they’re not
getting creative.” And this battle between the two is so common
that they don’t really know the other side of it. Some companies will have the marketing people
follow the salespeople on calls for a week just so they can understand that aspect, but
most of the time salespeople are not going to sit in a cube or sit at a desk next to
a marketing person while they create graphics or go through strategy. So what I’m trying to do is bring together
those two worlds to make both departments understand the value. If you look at marketing, break marketing
down of inbound versus outbound marketing and just separate those two, like I’ve said
in other videos where inbound marketing is the marketing department’s responsibility
and outbound is the sales department’s responsibility, marketing, if it’s working should be bringing
in good, quality traffic leads into the salesperson’s pipeline. But when they’re going through that process,
they have to engage with the salespeople to really understand what is it that they want,
what is it that they’re seeing. They’re the ones, boots on the ground. They’re the ones that are seeing what’s actually
going on and they can get better feedback. Because if marketing just stays in their own
little world and says, “This is great idea,” but then what they’re producing isn’t of the
best value to the potential customer, the salespeople are going to be less likely to
use it. But looking at the inbound side of it, they’re
trying to bring in traffic into the funnel. They’re trying to do content marketing, they’re
trying to optimize the website, email marketing, social media advertising, social media marketing
organic, SEO, all these different things to bring people into the funnel, but if you’re
missing the mark because of that aspect that you don’t know what is actually being said
in conversations with the customer, regardless of how much research you do internal or talk
to existing customers, you need to get that buy-in from the sales department. You have to separate that wall between the
two departments and come together and engage with the sales team to figure out what is
it that I can do as a marketing department or as a marketing person, even if you’ve got
10 salespeople and one marketing department personnel, or if you’ve got a couple people
in marketing and they’re using an agency, you got to come together, break down that
wall, and say, “What is it that the salespeople need from a marketing standpoint that can
assist them?” Sometimes they get a ton of inbound traffic,
but what they really need is some content to leave behind, or they want to do more on
social, or clients are asking them for case studies or referrals or things like that. That’s the marketing department’s job, is
twofold. One, to support the salespeople once they’re
engaging with somebody with stuff that they can present them with, and to assist with
the closing of the sale, then also bringing in that strategic traffic. If the marketing strategy isn’t strategic
enough and they’re just going shotgun, then they can bring in all this traffic. The salespeople are going to get the leads
and say, “These leads suck. We need better leads.” You got to break down that wall and start
that communication somewhere. Salespeople, from your standpoint, marketing
is all about creative, all about engagement, and all about quantity. So hopefully, you can see that the marketing
department is trying to bring in leads but if you’re not getting them, you need to have
that conversation just like marketing does with you, and break down that wall and say,
“Here’s the feedback I’m getting,” or, “Here’s things that would help me out with this process.” Marketing is so multifaceted from the standpoint
of producing content for social, doing for the website, running PPC campaigns, doing
email marketing, and trying to target those people. But if you’re not giving that feedback, then
it’s just a crapshoot at the end of the day. So salespeople, marketing department can be
your biggest asset to where you do not have to hunt as hard or bust your butt figuring
out who you’re going to go after if there is that communication, if you break down the
walls, bridge the gap, whatever phrase you want to use for it. If you can get engagement with the other department,
it makes your job easier. You’re going to make more commission. You’re going to do more sales. You’re going to get more leads. You’re going to get better leads. You’re going to be able to go into the potential
clients and close them faster if marketing understands what you need. It’s not something where, let them just do
their thing while you do your own thing and then you guys just bitch about each other
back and forth to some upper management or maybe some other coworkers interdepartmental. You have to communicate and understand that
they’re trying to help you and that the best information that you can give them is going
to help you even better. So giving them that feedback, then you can
get qualified leads coming in. So at the end of the day, you want to have
better leads coming in so you can work the hunting aspect a little bit less, focusing
on followup, taking those leads, nurturing them, and going through your normal sales
process and not have to worry about, “Well, who am I going to call? Who am I going to go after? I have no idea.” And if marketing’s working good, then they’re
like, “Hey, here you go,” and they’re pumping those leads through on a daily basis, on a
weekly basis, however it is that you guys are set up. They can be your biggest asset. So if you’re in sales, don’t push them away. Bring it together, because they can make your
lives a lot easier and they can help you make a shit ton of money. Sales and marketing peeps, stop acting like
children. If you guys agree that you need to come together,
hit that Like button. If you have questions, leave them in the comments,
and we will see you on the next one. I don’t know, I think I’m going to going to
go out and make chicken noises now like a real [inaudible 00:24:25] and see if I can
find a …

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