How to Create a Core Message

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Marketing Podcast with John Jantsch

In this week’s episode of the Duct Tape Marketing Podcast, I’m going to talk to you about Creating a Core message for your company. I’m not interviewing anyone – it’s just me talking to you and providing you with valuable advice on how to successfully navigate through your Customer Journey.

Using my own best practices as a consultant, speaker and author, I’ll teach you how to craft a message of differentiation. You’ll dig deeper into why you do what you do, what makes you different and how you’re uniquely suited to serve an ideal client.

What you’ll learn if you give a listen:

  • What “themes of value” are and how can they help you constitute a focused core message
  • How a “talking logo” will set you apart from your competition
  • Three inspirational books that will help make you a stronger writer and have you thinking critically as you glide through your own customer journey

Want to find out more about Duct Tape Marketing and the multitude of resources we offer? Check out the Duct Tape Marketing Consultant Network, the Duct Tape Marketing System and our entire library of free eBooks.

This week’s episode of the Duct Tape Marketing Podcast is brought to you by our friends at Hover. Do you need a great domain name for your great business idea? Hover makes this quick and easy. Go to hover.com and use the promo code JohnDTM for 10% off of your first purchase.

What Does the New Sales Leader Look Like?

Marketing Podcast with Mark Roberge

Sales Acceleration FormulaThe current sales leader for inbound marketing giant Hubspot was a self-proclaimed geek at MIT with no sales experience who found that by using data he could grow the organization.

Does this suggest that the quota carrying experience of the current sales leader is no longer a valid marker of sales success? Perhaps it does.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Mark Roberge, Hubspot’s Chief Revenue Officer and author of The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million.

The use of data and process in sales has grown substantially over the past decade and may indeed signal the need for a new kind of leader in the sales department.

Roberge points to a change in buyer behavior driving the need for change in selling behavior and clearly suggests that these types of changes tend to be more permanent than some change created by a new selling technique.

Of course now that the buyer has access to all the data available they don’t need access to the data they need someone who can help them make sense of the data and that’s the job of the new sales leader.

Lastly, Roberge outlines the idea of a content production process that functions as a tool to drive sales conversations. This notion runs counter to the way content is viewed in most organizations today, but offer perhaps the most potent way to see ROI on your content outlay.

In a nice touch, the proceeds of the sales of this book is Build Boston an organization that leads troubled youth towards the path of entrepreneurship.

What I’ll ask Mark:

  • How do you get involved in the customer journey earlier?
  • What tools do you use to make data make sense?
  • How do you hire salespeople for inbound marketing?

What You’ll learn if you give a listen:

  • How Hubspot became one of the leaders in inbound marketing
  • How to leverage social selling properly
  • Why buyer personas should be more important than lead scores

This episode of the Duct Tape Marketing Podcast was brought to you by VeriSign and the Make Your Idea Internet Official Contest. Register a new .COM domain name with a participating registrar during the contest entry period and enter for an opportunity to win up to $35,000! Learn more about the contest and its rules at www.verisigncontest.com

Marketing Is Your Most Important System

A lot of people ask me what Duct Tape Marketing is. Usually Duct Tape Marketing represents one of the various parts they've come into contact with. There's this blog, a podcast, a newsletter, books, self-study courses, and a network of…

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