Is it just networking or does it have introductions? Michael: We have never done direct networking; They have been presentations. You could partner with an SEO company that would do a 20 minute slot on SEO best practices for ecommerce stores or social media marketing. It’s about imparting knowledge, so it’s less about networking, although there is an element of that pre-event and post-event. And you know, you can also put yourself out there to speak at other people’s events, which takes away a lot of the hassle of getting your own leads, managing a venue, etc. That can also be a great way to participate in the event. space initially. You may also be interested in: Like moths to a flame: how to attract (and keep) the clients of your dreams. Courtney: What’s the craziest or most unconventional strategy you’ve used to find new prospects? Melissa.
I mean, I wouldn’t say this is my strategy, but I think one of the most interesting places I met a potential business partner was when I met Shari Redstone (an American media executive) in the bathroom of the White House. , so it’s always a good story. She liked my dress, and then we had a talk about it, and at the end of the conversation I had her Kenya B2B List business card. I think the lesson there is to always do your best, because regardless of the setting, you just don’t know who you’re going to get a chance to talk to. And then, of course, if you’re in the bathroom, wash your hands. Matt: Planes too. Airplanes are amazing. Anywhere they’re stuck with you. Courtney: I guess the key here is contained spaces.
See Problems as an Opportunity
How do you decide which is the most valuable place to spend those dollars? Matt:We are a data-first company and have a sales and marketing budget that is a percentage of our revenue. Our annual planning typically has three forecasts: best case, most likely, and worst case. Our sales and marketing budget is based on the most likely case. So we look back at historical data, like particular channels generated a lot of leads for us, and what was the value of those leads? The number of leads is not what we are looking for. We are going for a very specific customer profile. A channel can give us 1,000 leads that could be good for someone else’s business, but we prefer a channel that gives us three that turn into big deals with long-term value.
For us, our planning is based on some historical data, but also some experimentation. We burn a lot. We try a lot of different things, and we’re good at burning a lot because we have things that we know work. That’s the thing, you don’t know until you try. “A channel might give us 1,000 leads that could be good for someone else’s business, but we prefer a channel that gives us three that turn into big deals with long-term value.” Courtney: That fits very well with the next topic, which is specific marketing tactics. Obviously, the end goal is to find paying customers, but it’s worth building awareness and a brand, and making sure you’re filling your channel with people.
Technical Talent Search
I have a good one for you. Just about any large-scale industry event sucks. Anything where there are 10,000 people and 1,000 of your competitors, and it’s a shark tank. If you have to ask the question, “Where should I spend my money?”, that’s probably not the right place. We’ve tried it, and you spend $20 or $30 or $40,000, and you don’t get any of it. Courtney: So you think it’s better to have your own controlled space, maybe more like Michael’s event strategy: your own event with your own audience. Matt: Really, building a community is an amazing way to get out there. Especially when value is key to you, so by creating knowledge and sharing it, you are giving more than you are asking for. That works really well, especially in the Shopify community.