If you’ve been relying solely on demographic and psychographic data to reach and understand your target audience, you may be missing out. In this episode, Mark is joined by professor Dr. Marcus Collins, best-selling author of For the Culture, to explore the benefits to business leaders in finding alignment between their company's culture and the culture of their target customers and partners. Dr. Collins believes culture is the biggest influence on how we behave and that when connecting with customers, understanding their culture is more effective than identifying their demographics or personal preferences. As a strategist, he has helped steward some of the biggest brands in the world across a wide spectrum of industries—from tech to CPG, financial services to sport, and everything in between.  Here are some of the topics Mark and Dr. Collins discuss in this episode: The difference between personas, demographics and psychographics Why Dr. Collins believes culture is the most powerful signal of all How culture shapes consumer choices more deeply than simple data like age or shopping habits How real engagement with customers goes beyond collecting data and focuses on understanding their lives and values How aligning your business's values with your customers' culture can set you apart from competitors Why businesses tend to target the people who see the world the way they do  Why you're more likely to get better work, and a more enjoyable experience from people who have similar views, than from people who just pay very well How to get better at understanding how people see the world, translate the world, and behave accordingly Why businesses often mistake information for intimacy Dr. Collins’ #1 tip for selling more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

The rise of AI has happened faster than anything we've ever had in our lifetime. And in a few years, it will be the only tool we've ever created that's smarter than us. So, as a leader, maximizing its use in your business is on YOU.  This week, Mark speaks with Ryan Staley about how the key to long-term success starts with business leaders understanding AI deeply enough to implement it within their organizations effectively.  As the Founder and CEO of Whale Boss, Ryan has been instrumental in guiding technology founders to scale their businesses from $1M to $30M by applying the powerful sales frameworks he developed while working with giants like Google, Amazon Web Services, and Salesforce.  Known for dramatically cutting the sales learning curve, Ryan has empowered over 800 C-level executives and leaders to achieve rapid growth and operational efficiency. In his conversation with Mark, he shares some ways leaders can strategically leverage AI to transform SaaS sales and marketing, drawing from his extensive experience in driving multi-million dollar growth. Here are some of the topics Mark and Ryan discuss in this episode: Challenges revenue leaders and CEOs face today Why leaders need to stay on top of emerging technologies to maintain a competitive edge How leaders can integrate AI into their workforce How adapting business strategies to leverage AI effectively can dramatically improve decision-making and conversion metrics Ways integrating AI into business processes can streamline operations and enhance productivity How AI can help find hidden trends and opportunities Role changes: why you may need to hire a chief AI officer How learning to use just one AI tool will help you understand the rest Ryan’s tips for using AI to sell more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

Are your assumptions about your customer base holding you back? This week Mark is joined by Carole Mahoney, author of Buyer First: Grow Your Business with Collaborative Selling, and the founder of Unbound Growth, to talk about how asking the right questions can make you a better salesperson. They also discuss how active listening is crucial for identifying clients' underlying challenges and objectives and review six sales mindsets that may be keeping you from selling more. Here are some of the topics Mark and Carole discuss in this episode: Why successful sales are built on the foundation of deeply understanding and addressing customer needs How collaboration with clients leads to more innovative and fitting solutions How educating clients is a key strategy for building trust and establishing long-term partnerships Why actively listening and asking open-ended questions are essential skills for uncovering the true needs of clients How adapting sales approaches to focus on problem-solving and value creation enhances customer satisfaction and loyalty. The role empathy plays in understanding and meeting client needs The six mindsets that impact sales techniques How the “IKEA effect” leads to more sales How shutting up can help you win more deals The three questions you need a “yes” to before you close a deal Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

If you’re still on the fence about how AI can revolutionize your company's messaging and customer outreach, this episode is for you. This week, Mark is joined by Ben Legg, author of Marketing for CEOs: Death or Glory in the Digital Age, to discuss the challenges CEOs face in the current digital marketing space and the proven strategies they can use to stay ahead. A former COO of Google Europe, Ben is now CEO of The Portfolio Collective which supports professionals in managing and growing their portfolio careers.  Here are some of the topics Mark and Ben discuss in this episode: What inspired Ben — an engineer — to write a book about marketing Why every business needs to calculate customer lifetime value The importance of segmenting your customer base The move from mass to personalized marketing Customizing your message to where your customer is in their buying journey The foundational truths that have not changed since Ben wrote his book in 2015 Why Ben has been getting all of his wine recommendations from a chatbot How AI is helping brands accelerate the switch to personalization Why a chatbot strategy is an essential part of a brand’s success Ben’s #1 strategy for selling more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

How do you remain competitive while creating a sense of community and personal connection in a world increasingly driven by technology? This week, Mark is joined by Mari Smith, often referred to as "the Queen of Facebook." An expert in Facebook marketing, Mari is known for her ability to merge cutting-edge social media technologies with the human touch. She has helped SMBs, major brands, and direct sales organizations leverage Facebook, Instagram, and Messenger to dramatically increase their online presence and impact. In this episode, she shares her insights on creating meaningful, profitable online engagements that harmonize technology with genuine human interaction. Here are some of the topics Mark and Mari discuss in this episode: How to leverage Meta's evolving advertising capabilities for improved ad targeting and customer engagement The importance of relationship marketing Why authenticity is making a comeback How to leverage Meta's extensive data to optimize the user experience and improve conversion rates How to distinguish your brand in a market saturated with generic advertising messages Why Mari is such a huge proponent of doing a combination of organic and paid marketing Why you need to pay attention to your audience and monitor comments on both paid and organic marketing efforts The advantage to capitalizing on the use of stories and posting less on your feed Why you should be using lead generation ads on Facebook and Instagram  How establishing a community beyond social media platforms ensures lasting relationships with audiences Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

How much thought do you give to the content you post?  And after sharing, how invested are you in reading and responding to the comments?  Do you take the feedback to heart?  This week, Mark is joined by Amanda Natividad, VP of Marketing at audience research startup SparkToro, to pinpoint what your audience values most. At SparkToro, Amanda has launched a popular webinar series and an audience research newsletter with over 50,000 subscribers. No stranger to innovation and engagement in her field, she previously spearheaded marketing at Growth Machine and contributed to Fitbit’s B2B team.  In this episode, they explore how prioritizing content that resonates with your audience helps enhance your brand and foster community. Here are some of the topics Mark and Amanda discuss: Why community management and growth means rolling up your sleeves and doing the work Why often the best way to respond to other people’s posts is by posting your own take How genuine engagement and responsiveness foster community The importance of showing people that you're actually engaging and listening to their feedback Why your content has to be a good match for the platform you’re posting on Why you shouldn’t post for the sake of posting, but post when you have something to say Focus on business outcomes, not marketing metrics How to create content that grows your business in a meaningful way How creating your own IP allows your content to be more sustainable over time What Amanda values most in her work and career   Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

With such a massive influx of great talent on the market right now, employers in growing industries have found themselves in a unique position: securing top-tier talent that was once out of reach. So, if you have the budget and growth plans in place, perhaps one company’s loss can be your company’s gain.  This week, Mark discusses ways employers can attract and keep top sales talent with Billy Stein, an expert in sales leadership, and the Director of Sales, Central, at Soci, Inc. Renowned for his “detective capability” — a unique listening approach to deeply understand customer needs — Billy has a proven track record with tech giants like ServiceTitan, First Resonance and Seismic. Beyond his impactful sales strategies, Billy also shares his expertise as a co-host of the Sales RX Podcast, influencing the broader sales community with his insights. Mark and Billy discuss how leaders can use another company’s downsizing to their advantage and the various ways businesses can do a better job of creating an organization where top talent wants to work. Here are some of the topics Mark and Billy discuss in this episode: Why downsizing elsewhere means opportunity for your company How to make your company an attractive option for top-tier sales professionals Actionable strategies for not just attracting but retaining top sales talent Tips for keeping your sales team motivated The importance of fostering a positive and supportive environment for your sales team Qualities top sales professionals seek in an employer How employees priorities change at different stages of their career The critical role networking plays in navigating career transitions effectively Companies don't train people, people train people   Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

You’ve finally landed a long-sought after meeting with C-suite executives. Now what? Time is of the essence, so forget the demo and focus on what’s important to them. This week, Mark is joined by Julie Thomas, the president and CEO of ValueSelling Associates. Julie is an expert in sales leadership and value selling strategies, specializing in helping organizations effectively engage and sell to high-level executives. They discuss some of the secrets to establishing credibility early with C-suite executives, and how aligning with their objectives rather than pushing your own agenda is key to forming successful business partnerships. Here are some of the topics Mark and Julie discuss in this episode: Why time is probably one of the scarcest resources for most executives Why trust is the foundation of any C-suite relationship The importance of referrals as a key to the executive suite How getting to talk to the top leaders is a mix of skill and who you know Why selling to the C-suite requires a shift from product features to strategic outcomes How to prepare for C-suite meetings  Why C-suite executives don't care about the solution Why how you sell is just as important as what you sell The importance of being authentic What you put out there is what you’re going to get back Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

What’s the secret to getting -- and keeping -- more customers? How do you make them feel more valued? Appreciated? Heard? The answer is more straightforward than you might think. This week, Mark is joined by Robi Ganguly, an expert in guiding businesses towards more effective and ethical customer acquisition strategies. As GM of Alchemer Mobile, Robi understands the importance of developing deeper and more meaningful relationships with customers, and that fostering truly meaningful and deep connections takes time. Mark and Robi talk about the difficulty companies face in getting and keeping customers in a saturated digital market and why the way to make a difference isn't found in shortcuts or automation alone. Here are some of the topics Mark and Robi discuss in this episode: How genuine enthusiasm for solving customer problems not only enhances solution quality but also deepens customer engagement with your brand Why transparent communication about product capabilities and limitations builds trust and fosters long-term customer relationships How actively incorporating customer feedback into product development signals responsiveness and drives innovation How educating customers about your products and services empowers them to make informed decisions and strengthens their connection to your brand Why passionate advocacy for customer interests within your business promotes a customer-centric culture and leads to improved satisfaction and loyalty Why creating genuine connections is a skillset worth investing in How to develop your connection skills close to home so you’re ready for when your budget allows time to travel  How developing strong in-person connections is an opportunity to differentiate yourself The magic behind getting a small group of customers and prospects together in person Robi’s #1 tip for selling more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

What if you could effectively communicate in a way that truly engages and connects with your audience? You’d sell more, right? This week, Mark speaks with respected leader and Intrigue Agency CEO Sam Horn about the art of turning information overload into captivating and easily understandable ideas. They discuss how simplification, visualization, and relatability can become your greatest allies in connecting with your audience, elevating your communication skills and driving success in sales, marketing, and leadership ventures. Here are some of the topics Mark and Sam discuss in this episode: The importance of making verbiage visual Why traditional “elevator pitches” are a bore, a snore or a chore How asking the right questions can guide your audience to see the value of your offer  Strategies to overcome “infobesity” How to transform complex ideas into engaging concepts that resonate with your audience Why you need to include practical examples in your pitch How to engage your audience by relating your message to their experiences The effectiveness of props or visual aids in your pitches  Why you should pause and punch instead of rush and blush to capture and keep attention and keep attention The success behind content that offers vicarious value Why confused people don’t say yes!   Download Sam Horns' guide to connecting with your audience!  https://docs.google.com/document/d/1biTUd1m1v16l8pL_nMw2pXPas0_BXrvK8IODejSq740/edit?usp=sharing Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

How do you effectively integrate creative thinking with a strategic business approach to make yourself or your brand stand out?    This week, Mark welcomes Ron Tite, a renowned expert in advertising and thought leadership, to discuss strategic creativity for dynamic branding. As the founder and Chief Creative Officer at Church+State, he helps brands navigate the unified worlds of advertising and content. Ron shares his insights on how blending creativity with strategic thinking can lead to innovation and success in today's competitive market. Here are some of the topics Mark and Ron discuss in this episode: How blending creativity with a strategic business approach can drive brand success Why a distinct, relatable message is crucial for capturing attention and building lasting trust How understanding and addressing specific client problems leads to more meaningful and successful business relationships Why adapting to economic changes and uncertainties is important for brands to ensure sales effectiveness The importance of diversifying sales strategies and adding value to existing offerings How top leaders are adapting their sales approach for today's challenging market Why companies need a brand operational strategy The sliding scale of trust between brands and individuals Breaking down the Think/Say/Do approach  Ron Tite’s #1 tip for selling more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

If you’re struggling to find a way to make your product or service stand out, maybe it’s time to stop being so rational.  To be seen as the better choice, the only choice, you need to do things differently. This week, Mark is joined by the legendary Mark Levy. A mastermind in differentiation and branding, he’s worked with leaders, strategists and teams in organizations from Amazon and Google to American Express and Proctor & Gamble. We dive into his revolutionary five-step process for standing out, including how to mix the rational and emotional into a powerhouse of branding and sales strategies.  Here are some of the topics they discuss in this episode: Why the rational only stays one or two percentage points to the right or left of what already exists How major entrepreneurs operate by a logic that would never be okayed by a committee To be a leader, you have to do something different than other people are doing Why effective differentiation is not just about being different but being relevant and valuable to the target audience. Why the way to differentiate might not be as sophisticated as you think Do you know what your sacred cows are? Why you may need to get a little uncomfortable if you want to stand out  Why it's not just about the idea but also the ability, urgency, and vision to actualize it Why you need to talk about it, get people excited and show how it can help in their lives How finding your differentiation can start by just listing the facts about your business How trying to find the right answer can shut down our ability to think in interesting ways   Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

If you’ve been searching for ways to forge deeper customer connections in a world inundated with electronic communication, be prepared to go old-school. Handwritten notes are back and may be the perfect way for you to stand out from the crowd and foster meaningful relationships with your customers. This week, Mark discusses the revival of personal connections in the digital age with David Wachs, founder and CEO of Handwrytten. A serial entrepreneur, David revolutionized our approach to personal communication. His scalable, robot-based solutions for handwritten notes offer a smart blend of technology and personal touch, reshaping how brands interact with consumers. Here are some of the topics Mark and David discuss in this episode: The profound impact of handwritten notes in a digital age where electronic communication dominates The significance of thoughtful gestures in building and deepening business relationships Real-life examples where handwritten notes have influenced business outcomes, including customer retention and even winning back lost clients How handwritten notes have been used across different industries, ranging from real estate to e-commerce When surveyed, consumers agreed that handwritten notes walk the line between not being annoying and being highly personal How expensive is it to implement handwritten notes as part of a business strategy Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

What does it actually take to sell someone on a concept, or an idea? When you’re trying to make an impact — to motivate, influence, or sell — what does it take to be able to remove all risk and uncertainty and make a prospect say yes? This week on the podcast, Mark gets personal. Using a story about his 15-year-old son’s plea for privacy, Mark explores some sure-fire strategies for creating the “perfect” pitch, one that removes all of a prospect’s doubts and uncertainties so they have no choice but to move forward with you. Here are some of the topics Mark covers in this episode: The importance of structuring requests Why you should be clear about what is being asked and provide a rationale for why it's needed How to explain the benefits and the necessity of the request to the decision-maker Consider potential objections and address them proactively How to remove doubts and make it easier for the decision-maker to say yes The importance of organizing your thoughts in a structured format Why you need to tailor your pitch to the audience's concerns and interests Knowing how your request aligns with your prospect’s values or goals can significantly impact the outcome Why you need to ask more questions and encourage dialogue  What Mark’s son is ready to pitch next Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

If you’re like many entrepreneurs, focusing on your business numbers is not really your thing. You do what you can but ultimately, you’re too busy managing the day-to-day aspects of your business and focused on growth.  But surely if you keep working hard and expanding your business, profitability is inevitable? Right? This week, Mark discusses the importance of mastering business finances with Melissa Houston, a CPA, and the author of Cash Confident: An Entrepreneur’s Guide to Creating a Profitable Business. As the founder of the She Means Profit blog and podcast, Melissa helps established female online entrepreneurs manage their finances with confidence so that they can focus on tasks that drive profits within their businesses. Melissa is on a mission to tackle the shocking fact that 82% of businesses crash and burn because of poor money management. If you are an entrepreneur who struggles to gain control over your business finances, you’ll want to hear Melissa’s insights on how to prioritize profit.  Here are some of the topics Mark and Melissa  discuss in this episode: How focusing on your business numbers will help you increase the profit of your business Why even big businesses can go bankrupt if they don’t manage their money correctly Distinguishing between cash on hand and actual profit is crucial for financial clarity Three tips for driving profit Why controlling expenses is as important as generating revenue for maintaining profitability The importance of knowing your sales target each month Why it’s imperative to know how much you need to break even The difference between a tax CPA and a growth strategist CPA Why leaders are the ones who should set targets for their employees to meet How your money mindset affects your business success Why female business leaders struggle with their money mindset The different ways we hold ourselves back from financial success Why business owners struggle with including their salary in their financial plan Melissa’s #1 tip for selling more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

What if we flipped the script on The Beatles? Instead of just seeing them as the number one band of all time, we view them as a group of hardworking entrepreneurs who kicked off a wildly successful startup. After all, before they shot up the charts, they were just a bunch of young guys hustling through gigs, switching up their band name every few days, and making a heap of mistakes. Luckily for them -- and us -- a few people saw their potential and made some pivotal moves to help propel them to the top. But imagine if they’d waited for perfection before they made those moves – would they still be the fab four we adore? This week, Mark shares the three lessons he learned from the launch of The Beatles in the early 60s that still apply today. Implement them for your startup, your go-to-market strategy, or whatever it is you're aiming to launch to help you get to the next level, break through the noise, get more awareness, and generate more leads. Everything you want to do to have a successful brand, successful marketing, and sell more starts with these three things. Here are some of the topics Mark covers in this episode: Why success doesn't require perfection from the outset What you can learn from how The Beatles overcame early adversity How launching a product is the first step towards understanding market needs and adapting quickly. Ways a strong, relatable brand identity helps businesses connect with their audience The part consistency in messaging and appearance plays in creating a brand's reliability and trustworthiness How a unique value proposition sets a business apart What we can learn from how Brian Epstein got The Beatles’ first single on the charts Why startups need to allocate resources toward marketing to break through the noise There's no "set it and forget it" in branding, marketing, sales or customer experience Why you should create a brand that will sell to the people in power and the people who matter the most You always have to do way more work selling than you think Prioritize where you put your money to get that boost Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

If win rates are the most accurate way to measure a salesperson’s effectiveness, why do we keep ignoring them? This week, Mark talks about the benefits of understanding and improving win rates with Andy Paul, prominent sales strategist and the voice behind The Win Rate Podcast. A maverick in the sales arena, Andy has carved out an extraordinary three-decade-long journey and become a go-to expert for transforming underperforming win rates, showcasing his prowess in a spectrum of fields, from nimble tech startups to the giants of the Fortune 1000.  Andy breaks down the reasons win rates are a true reflection of how effectively a salesperson meets customer needs and why regular analysis is key to identifying areas for improvement. Win rates -- what are they?  Why win rates are the thing that we should be focused on more than anything else? The percentage of buyers who don't want to talk to salespeople The biggest factors that influence the buyer's choice of vendor  Why establishing trust and rapport with clients is key to selling more How the buying journey differs from the selling journey The three tasks buyers need to accomplish in line with your selling The real purpose of discovery Why salespeople need to make the case for change upfront before they invest their time and energy How many selling hours does it take to move a deal from the initial point of contact to a win?  The most important thing you can do to increase your win rate Andy’s #1 favourite question to ask during a discovery call Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

What if the secret to closing more deals is as simple as understanding what your customer really wants?  This week, Mark is joined by Karl Becker, the founder of Improving Sales Performance, and author of such influential books as Iceberg Selling, Set Up To Win, and Sales and Marketing Alignment. A seasoned expert in forging meaningful client relationships, Karl explains the benefits to seeing beyond the obvious in sales. He walks us through the best practices of iceberg selling, a technique based on the understanding that, for every person, company, and situation, you can only see 10% of what's really going on.  So if you’re ready to not just meet your sales goals but also really connect with your clients, Karl's insights are exactly what you’re looking for. Here are some of the topics Mark and Karl discuss in this episode: The five best practices for “iceberg” selling The table stakes for a salesperson How sales is like being a guide Four mindsets to set you up for success How probing deeper can uncover the real issues/opportunities Switching between an introverted and extroverted communication approach How open-ended questions engage clients help you understand their perspectives better Ways to gain access to the 90% of information that is below the surface The significance of listening actively and empathetically Karl’s favourite “conversation-starter” question Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

Imagine a world where your every click, every second spent on a webpage, subtly influences online rankings and guides your digital experience.  A world shrouded in mystery, where the secrets of SEO are guarded by the titans of the digital realm, and the inner workings are so intricate that even experts find them challenging to understand. Join Mark on an exhilarating journey with the man who infiltrated the heart of Google and unearthed secrets that will forever alter your understanding of SEO. Together with an army of Google quality raters, Cyrus Shepard helped shape the destiny of digital content. Their mission: to train machine learning algorithms, steering them towards a human-like evaluation of content quality.  Cyrus Shepard, the mastermind behind Zyppy SEO, has over ten years in the game and knows a thing or two about what makes search engines tick. In an attempt to learn more, he became one of 16,000 people around the world who work as a Google Quality Rater: a trained Google contractor whose job is to rank the quality of websites and their content.  Here are some of the topics Mark and Cyrus discuss in this episode: What Google Quality Raters actually do How Google uses their quality raters to train its machine-learning algorithms The ways Google has been stretching the truth and why Why Cyrus had to stop thinking like an SEO expert and start thinking like a user The benefits of understanding modern SEO practices How Google rates good quality content Why quality content continues to be king Why your content has to be better than AI-generated content Strategies for creating content for both the user and search algorithms Why branded content is so important Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe

If your marketing content has been ineffective, you may be overlooking some valuable insights from the people who deal with your clients every day – your sales team. This week, Mark is joined by Purna Virji, past winner of the LinkedIn Ads Cross-Functional Partner of the Year award, and author of "High Impact Content Marketing." She’s got some serious chops in making sales and marketing play nice together, working with teams of all sizes across the globe. She walks us through the benefits of using insights from sales to inform marketing strategies and creating a collaborative environment where both departments work towards common business goals. Here are some of the topics Mark and Purna discuss in this episode: Marketers need to get a bigger seat at the table Why marketing strategies should come from customers and from sales How Purna prioritizes what drives the most value for a business The questions marketing should be asking the sales team How to understand what sales have to say about the customer helps in prioritizing strategy  Why sales is more on the ball about what will make the company money The four root causes of most customer objections How to proactively address customer objections in your messaging Why feel/felt/found is one of Purna’s favourite sales tools Some of Purna’s favourite questions for sales teams How sales can help marketing develop the right messaging Where marketers often stumble when tying marketing goals back to business goals The importance of being clear about desired business outcomes How reading comment sections can help you find your USP The lesson Purna learned the hard way Purna's #1 tip for selling more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe