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Hard to Market

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  • Resumen

  • On Hard to Market, we discuss the challenges marketing nuanced products and services in the B2B space. Guests include marketing leaders in diverse industries that have products or services that are tricky to sell. Expect to hear success and horror stories from the marketing front-lines on the very next episode of Hard to Market.
    @2021 Podcast Chef
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Episodios
  • The Global Seller's Playbook: Amazon Success with Andrew Morgans

    The Global Seller's Playbook: Amazon Success with Andrew Morgans
    Jun 12 2024

    Dive into entrepreneurship across continents as we chat with Andrew Morgans, a marketing expert with a mission. From a childhood in Africa to pioneering Amazon’s selling space, Andrew’s tale is nothing short of inspiring. Tune in for a masterclass on building brands, adapting strategies, and connecting through commerce.


    Here are a few topics we’ll discuss on this episode of Hard to Market Podcast.


    • Born in Africa, raised by missionaries.
    • Dislike networking job, joined a startup.
    • Grew toy company sales by millions.
    • Top 10 world marketers on Upwork.
    • Pioneered services side of Amazon selling.


    Resources:

    • Marknology
    • Podcast Chef


    Connect with Andrew Morgans:

    • LinkedIn


    Connect with our host, Brian Mattocks:

    • LinkedIn
    • Email


    Quotables:

    • 15:38 - And so whenever they get clients and they're looking for a larger agency or a partner to do some of the other work or things like that, I've just spent a lot of time creating great relationships there. I feel like that's what I brought to the table outside of being kind of a, just a geek around this stuff was relationship building growing up that way. Growing up the way I grew up is like relationships are everything. It's kinda what I was taught and I just leaned on that. I didn't definitely, I knew zero entrepreneurs when I started this journey. I zoom, I knew zero business people when I started this journey.
    • 23:29 - I thought I knew yesterday, I don't know today, you know, we've had pandemics happen, we've had inflation happen, we've had new presidents, we've had all different types of stuff happening that just changes the temperature of your customers, the changes, the temperature of your buying platform and you have to be able to adjust and just, you know, try new things.
    • 21:52 - Whenever you're first learning out to market, you just think like through the lens of you, you know? And if that can help you in your first idea, maybe your second idea about, as you start adding hundreds of brands or projects that you're working on, you have to quickly realize that you are not the target market of all times. And you can't always think like you do. So take a step back. A lot of times when you're thinking about a project, if you're helping somebody else or doing your own, there's a big difference. Marketing number one, marketing number two, keep it fresh and don't get stale.
    • 13:37 - It's been a great way to grow and market my business and it's changed, it's pushed me to do podcasting and things like that as well as, you know, learning B2B marketing or B2B message is different than being amazing at Google PPC or Amazon ads or, you know, whatever it is. it's been iterations of websites. It's been tons of partner networking.
    • 06:11 - There’s more voices out there in the business community saying this is the truth. This is what you should be doing, this is the future of business. This is e-commerce. Amazon is not going anywhere. Amazon can make you have a profitable business. You can tell your brand story on Amazon. Amazon isn't just gonna cannibalize your website.

    Connect with our host, Brian Mattocks:

    • LinkedIn
    • Email
    • Schedule a Free Podcast Consult
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    26 m
  • Mastering Influencer Marketing: Glewee's Dynamic Approach

    Mastering Influencer Marketing: Glewee's Dynamic Approach
    May 22 2024
    Dive into the influencer cosmos as Christian Brown unpacks Glewee's journey, a platform marrying creativity with commerce. Discover the art of attracting creators, working with brands, and the potent strategy that skyrocketed their user base by 900%. Tune in for a reveal of the top marketing lessons from Glewee's playbook!Here are a few topics we’ll discuss on this episode of Hard to Market Podcast.Strategy for a dual-sided market.Achieving success with tailored outreach.Enhancing creator engagement through gamification.Maintaining equilibrium between influencers & brands.Scaling mass reach without payment barriers.Resources:GleweePodcast ChefConnect with Christian Brown:LinkedInConnect with our host, Brian Mattocks:LinkedInEmailQuotables:22:14 - My next thing is be very true to who you are and what your team is. We've learned this quite a long ways down the road is that brands want to come to us, not only because we have a social media platform, but because we know social media and us as a founding team and as a team of mentors and leaders within our company, what we preach and what we speak to our brands and to our users is what we want the best for everybody. And so I think that there's such genuine intent with what we do.03:11 - So with the double-sided marketplace, when we once had this platform ID on sticky notes, prelaunch, pre-beta, pre-anything, we thought with the question how are we gonna crack the chicken and egg? And we thought about it and we said, well we were 22 and 21 at the time when we first launched the platform. And we said, well let's leverage what we have. We have our network, we've worked with hundreds of creators already and we understand what creators and influencers want out of a platform. They want to be able to track their stats, they want to be able to see how much money they can make, they wanna apply for more campaigns and they wanna work with more brands to create these posts and get paid. 18:51 - I think what it was, was the interest in activity on site. And so we have our platform that we obviously have our website and we call it the mother site. And we were getting so much activity on site and so many different clicks and views to our education guides, YouTube videos and that world around like what Glewee means from an influencer marketing perspective. That to us, the only way to actually count that as what we would think is like part one of a conversion is getting them into a demo form. And these brands, these businesses, these social media marketers, these startup founders were saying, I want to do a demo.11:04 - In the middle, there's agencies that do this on behalf of clients that really have their own tech to power it in the backend. So not true SaaS. And then at the bottom was not many true SaaS platforms. And so we looked at it and we said, well we can play in the legacy brand landscape and the very competitive market where competition has teams of fifty to a hundred BDRs SDRs AEs built out with their sales program. And we tried to emulate something like that and it was one of the greatest learning experiences ever because that was definitely the first time that we were uber-challenged and nearly truly stumped in acquisition. And so with that, we went from just getting people interested in our platform to very quickly having to set up our CRM.06:42 - Brian: And for folks listening that have an environment where you have the chance to screen your clients in that way, I think that's a really powerful strategy. What are the drawbacks of that though? Are there any, are there any issues with hitting that many people in and then telling them they have to apply? How is that working?Christian: Yeah, as a marketer I think I've learned an immense amount through this program in specific, 'cause they most definitely don't teach you this at the university level, how to actually build these email programs, how to execute at mass scale, how to identify not only your market but qualifications within the market. 'cause yeah, we want creators and influencers to join our platform, but there's a benchmark that they need to hit. There have been a bunch of drawbacks, you know, ebbs and flows. We've seen tons and tons and tons of creators that respond back or even just reach out to us Connect with our host, Brian Mattocks:LinkedInEmailSchedule a Free Podcast Consult
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    26 m
  • Rebecca Spills the Beans on Marketing & Growth

    Rebecca Spills the Beans on Marketing & Growth
    May 14 2024

    Dive into the vibrant world of startup marketing with Rebecca Fulton from Kliken. Discover the agility of startup culture, the art of crafting a brand's identity, and the intricacies of channel partnerships in this episode that’s packed with insider insights and strategies for fostering business growth.


    Here are a few topics we’ll discuss on this episode of Hard to Market Podcast.

    • Flexibility in startup marketing.
    • Crafting a brand's identity.
    • Tackling channel partnership growth.
    • Overcoming marketing challenges.
    • Insights on content strategy.


    Resources:

    • Kliken
    • Podcast Chef


    Connect with Rebecca Fulton:

    • LinkedIn


    Connect with our host, Brian Mattocks:

    • LinkedIn
    • Email


    Quotables:

    • 08:42 - Our CEO has been really instrumental in fostering those channel relationships and the partnerships throughout the years. So he's really kind of the frontline for that conversation. But we also, we have meetings or emails either weekly, monthly, quarterly with a lot of our business partners and say, okay, well what are you hearing that your customers need? How can we help that solution? Are you hearing that they need something we're not providing? And so we honestly are very interactive and we communicate a lot with our partners to make sure that what we're offering is solving a problem versus just assuming that everything is good as is.
    • 20:47 - And the third thing is not to spread yourself too thin. Again, there are a thousand different ways to market something. Don't try and do every shiny new platform that's out there. Don't try and make every type of content that is possible. I'm personally more of a content marketer than anything else, and I've learned that trying to create content that is more spread thin than, you know, very helpful, is kind of the downfall. So know where you want it, know who your audience is, know the type of content that they want and don't, and don't be everything to everyone.
    • 04:36 - And I found that if you go to the employees or the executives and say, okay, this is what I found. This is the trend that I see. These are the issues that I think that we can solve for, very easily. And this is kind of our low hanging fruit. It's very simple to get them all on board. The question, the more taxing problem, I suppose is that sometimes it's how we message it after that. So it's not as hard to get people on board with saying, okay, yeah, I agree that these are our problems or these are the things we can work on, or these are the things that are our strong suits.
    • 11:31 - I would say that a majority of our business comes direct from those channel partnerships. And that's again, because we built our business working with channels. We built our business working with partners and making sure that we had a solution that they could use for their customers. So that is why a majority of what we've always done has been part of channel. Now the direct-to-market stuff is growing. As I mentioned, click and ads is a newer product. It's only been out on the market for less than a year. And so I expect that that will grow significantly over time.
    • 05:32 - Rebecca: It's more of how do we then move forward and kind of adjust messaging or, you know, shift if we need to.
      Brian: So now you're working at Kliken and so what makes that business kind of hard to market?
      Rebecca: So Kliken is an online marketing platform. The thing that makes it hard to market is that it's an online marketing platform. There are a lot of them out there. People are often very confused as to who to choose, should they go with an agency? What's the difference between agency and a DIY platform, which is essentially what we are.

    Connect with our host, Brian Mattocks:

    • LinkedIn
    • Email
    • Schedule a Free Podcast Consult
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    24 m
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