Ira Ko

A great concept from the book Challenger Customer is the "frame changer". It's the point in time when the customer realizes the solution to their pain or the pathway to their desired outcome is in your product or service. Your content should lead customers toward this frame changing moment. Identify what the moment is, usually via your sales call, and then create supporting content that cookie crumbs to the moment of epiphany. Then, profit.

In a B2B sale, there are minimally two buyer personas you need to sell to: 1. The internal champion / usually the internal user 2. The economic buyer / purse holder Understanding your personas involves understanding: - What pain they feel - How they're incentivized for success - How they feel about budget Real business happens on the phone. Using data points from a sales call will help you better ID what their pain is, how they make decisions, and what types of content to create (content that should solve their problems).

B2B attribution to email marketing is really difficult. There isn't a clean way because marketing channels are so interrelated. A prospect might have landed on your page via a SEO query, then heard you speak on a podcast, or attended your webinar, before finally landing on your email retarget and converting. A better way to look at email marketing is retargeting accounts that have shown interest in your product and improving conversion rates. If you direct your email marketing efforts toward conversion and retargeting (esp if it's the only version of retargeting), you can have a better sense of lift. I don't recommend startups use email retargeting to blindly target unqualified customers.

Lob is THE platform to run your direct mail motion. For $0.05, you can target an ICP with a value additive message to their home. Even better if the collateral is beautiful (household piece) or interesting. Everyone loves getting gifts in the mail.

The point of LinkedIn, Twitter, and social media selling in general is to create trust to get to a meeting. Rather than selling on LinkedIn, engage authentically. Share educational content that's value additive to customers. By working on social, you're adding coins into the social capital bank. Only when you've earned enough customer trust should you cash out on the sale.

Focus on selling outcomes over deliverables. A great way to deliver proof is: Before product, customer was X. After product, customer become Y. Use metrics to quantify the impact and tell a story.