Sales

Strategy

& Tactics

& Tools

& Actions

Not a Masterclass!

A Reality-Check

on

Creative

Business

Development

(Cool Uncle)

This

Case

Study

Deck

is at:

For: B2B “Disruptors” … All of us!

Who Need A: 1:1 Coach for their P2P sellers and teams

Who Want To: Pump up salespeople to find and solve

the RIGHT client problems and close the RIGHT deals

Communication Strategy

& Sales Tactics

On-Demand

  • Small profitable technology platform and services company
  • Expanding into new markets
  • Needs new client sales … and a validation of sales strategy and in-market tactics
  • Wants tactics tested and tweaked to set a predictable investment and growth plan

STEP ONE - Assess

Fee = $1,000

ROI

Get Started!

Support Sales

Understand Options

Understand Your Possibilities

STEP TWO - Playbook

Fee = $2,500

ROI

Product / Market Fit

Validate Promise

Build Prospects List

Deploy, Assess, Refine

Direct deals from “Beta Testers”

STEP THREE - Scale

Fee = $7,500

ROI

Customize Collateral

Amplify Network

Expand With Next Salesperson

Partner Channels

Over 26 $500k deals in pipeline

Case Study - B2B SaaS

More,

on

How

We

Got

There...

Sales

Strategy

Tactics

& Tools

Your Simplest Flywheel

Sales

Strategy

Tactics

& Tools

DavidCutler.net - Inform & Connect

Marketing

Business Development

Technology

Consulting

The Right Sales Prep Questions:

Why You? Why Now?

What Problems Do You Solve? Do you cause more problems?

Who Are You Talking To? Who Cares?

What Should They Do? Your Promise = Your Process

Their REAL Options? (The other ROI is Risk Of Inactivity)

I apply lessons learned

with some Great Brands

and their “Innovation Labs” ...

To the individual needs of:

  • Feisty Startups
  • Small Dynamos
  • Midsize Scalers
  • Corporate Testers

Sales3

Web3

You

Us

As you discover this hard stuff, remember your Sweet Spot is how you provide the best value where others can’t

Flip Your Funnel

Apply lessons to each step of your buyer’s journey

Inform

Connect

Your Best Sales Process Starts Simple...

Direct Actions Get Results & Inspire Reactions, Conversations, Ideas!

https://bit.ly/Customer_Success_Advocates

BANT Rant who really cares?

Sales Actions / Reactions Start!

Riff Report jam on connections & your Customer Discovery

DOD set times for your own disruptive Disruption On Demand

Slideas custom options across targets & test campaign ideas

Product / Market Fit For Your Sweet Spot

Encourage Their Passions

Empower Their Participation

Enable Their Profit-Sharing

Very Web3

Profit

From

Passion

Without Ruining Either

Let’s discuss your options:

www.NuArcaLabs.com

How NFTs are relevant to marketers and business developers (not investors or techies):

https://bit.ly/NFTs_For_Your_Customers

The 7 integrated elements for the value of NFTs around community participation, and good old-fashioned customer success:

http://bit.ly/Customer_Success_NFTs_Now

Matchmaking “Agency”

Artists < > Brands

Web3 Mindset = Transparent = ID, Content, Revenue-Partnerships

Acknowledging how business goals intersect with real feelings

Where Teachers Learn

You

Paid

Owned

Earned

100% YOU

0PTION$

Shared

Creator Economy < > Platform Economy

Experience < > Value

Your own branded online Portal and Marketplace

Easily manage activities and revenue opportunities around NFTs - buying, selling, sharing, Quests, unlocking VIP access to "meet and greets," discounts, physical merchandise, earning loyalty points ... Anything.

"Experience Management" integrating with your existing marketing campaigns.

Now your best assets are NFTs and have the superpowers of digitally programmed functions

AUTOMATE interactions… permissions, eCommerce, Membership services, upgrades, adding loyalty points, fulfillment, distribution, and promotions...

No procedures. No barriers. No waiting.

  • Live access fees
  • Merchandise/Products/Services
  • Freemium content
  • Content Creator Support
  • On-demand fees
  • Sponsored Promotions
  • Advertising
  • Micro-Payments for Micro-Events
  • Play/Participate to earn Gamification
  • Membership Subscriptions
  • Paywalls
  • Meme and Movement Crowdfunding
  • Donations and Cause Marketing
  • Persona Packages
  • Course Curriculum
  • Distribution Partner management
  • Reseller Channel Co-Promotion
  • Lead fees
  • NFT sales and reselling

And… Integrating all of the above:

  • Revenue-sharing from buying/selling NFTs

for fractional ownership and earning access to

VIP experiences and community participation activities

(Those last two are unique functions of the engagement capabilities with the NuArca Labs Blockchain NFT management platform)

Accommodate your ecosystem in a single

Marketplace with dynamic combinations of:

This is the evolution of the web

from a creator's perspective:

Read overviews and call me to

discuss your options:

http://bit.ly/NFT_Web3_Truth

http://bit.ly/Crypto_Fundamentals

This is the evolution of the web

from a creator's perspective:

Read overviews and call me to

discuss your options:

http://bit.ly/NFT_Web3_Truth

http://bit.ly/Crypto_Fundamentals

This is the evolution of the web

from a creator's perspective:

Read overviews and call me to

discuss your options:

http://bit.ly/NFT_Web3_Truth

http://bit.ly/Crypto_Fundamentals

During constant change,

With our mutual commitment to being fair, open and curious, we are the right people to

figure it out together.

No surprises… unless they are new opportunities (see DAO)

Thank You!

More.

There’s Always More

The key to building products is customer success. Provide any level of value so you better understand them. Learn by observing, asking, and collecting data. Then iterate functions towards your best customers.

Focus on the critical functions of a Minimum Viable Product with Product / Market Fit.

Innovating Towards Value at Each Step

Sales

Marketing

Business Development

Persuasion

1. Reciprocity: We are obliged to give if we have been given something

2. Scarcity: If it's scarce, we want it more. Use this by highlighting the Benefits, Uniqueness and Possible Loss

3. Authority: We are more likely to comply with a request if it is coming from a perceived authority/expert

4. Consistency: We want to be consistent with our past commitments, even if the initial commitment is much smaller

5. Liking: We like people who are similar, who give us compliments and who cooperate with us

6. Consensus: If others (especially similar others) are doing it, then we are more likely to do it ourselves

Six Principles of Persuasion

InfluenceAtWork.com

See more of my hands-on discovery and sharing of what works … and doesn’t

5 benefits from Hiring a Partner

with an external perspective

(and not years of experience in your specific business)

  • Some of the best ideas are an industry away
  • Persuasion is in human nature… not in a vertical market
  • New opportunities are seen beyond your internal methods, customs, habits, and all too often, “sacred cows”
  • Diversity of thought and capabilities - uncertain market shifts require diverse methods to overcome distractions and delays
  • Add Tech to Sales - Understanding tech disruption lets us assess your market advantage and vulnerabilities

Structure of our working together

Internal - Keep us on the same page ... Next steps ... No surprises

  • GDoc Master - Ongoing “Notes” with priorities, shared links, ranked discussions
  • Gsheet Sandbox - Internal slides of ideas, infographics, visuals, videos, ...
    • Do you have Testimonials?

External - Collateral to impress and test - Expose the steps ... Build trust ... No surprises

Consistent narratives that demonstrate your specific value, benefits, and being easy to work with

  • Emails, scripts, referrals - be helpful and shareable… your best infographic?

Demonstrate you understand THEIR situation, needs, process, etc.

  • Site with Landing pages for campaigns, custom ideas, tests

Example: Toolkit Page with all links for the buyer’s journey

  • Vertical niche versions of your 1-page overview
  • Deck with custom personalized first slide
  • Strategy and tactics for follow-up on promises and their expectations

Details at bit.ly/Structure_of_Engagement_Cutler

Refine Labs - Website Content vs. Dark Social Content

https://www.youtube.com/watch?v=Mc1u86hWsRk

DO NOT combine all your sources as the same intent

Seperate plan, content, expectations

Leads Sources vs

Qualified opportunity win rates:

50 Employee Referral

41 Website demo request

21 Show badge scan

19 Field Market event

13 Gift card incentive

8 Affiliate Referral

Is There a Disconnect between your Sales and your Buyers?

Ask Them!

Match your selling process and metric goals to

prospect’s overall process, research needs,

and official/unofficial buying journey

12 Ps of Product and Profit

  • Products… Priority Projects
  • Packages... Focused and aligned messaging
  • Process … Steps for each of the Priorities
  • Prospect ... Goals and alternatives
  • Promise ... Pitch... Conversation... User Experience ...
  • Position ... Differentiate versus alternatives… Competitive Analysis
  • Platform Performance … Automated
  • People ... Customer Service and systems for Customer Success
  • Place ... Presence ... Omnichannel Journeys for each of the Priorities
  • Promotion … Exposure options… Test creative conversations
  • Partners ... Ecosystem... Channel Resellers ... Referrals
  • Price ... New Methods inspire New Models

Track KPIs that actually match buyer journey

- ROI by channel

- Deeper account-based marketing metrics

- ROI by content influence

- Lifetime Value of a customer (LTV)

- Customer acquisition cost (CAC)

- Closed-won deal analysis

Obsess on Customer Success

Demonstrate Insights with Testimonials

Data Gems

Disclose to differentiate

Creative Business Development:

The product is your marketing

Product development = marcom budget

Remember:

  • Match your value proposition throughout your buyer’s journey

Acknowledge their process and options beyond you (they are!)

  • Earn trust by supporting their existing capabilities

Solve problems and fill gaps

  • Discuss new opportunities from changes in business and society

internal, customer expectations, competitors, etc.

  • Connect with adjacent influencers for buy-in and cross-selling

Deliver market insights and adjacent tech disruptions

4 Steps of Sales Success

from

Thinking Beyond Sales

Business Models from all combinations of:

  • E-Commerce Storefront
  • Live content ticket sales
  • Freemium content with upsell
  • On-demand payment
  • Fees for custom distribution tools
  • Distribution Partner management
  • Lead Generation fees
  • Outbound human Sales w/ ABM
  • Inbound "Demand Generation"
  • Call Center... more humans
  • Sponsored Promotions
  • Interactive Advertising
  • Social Network sales tools
  • Participate to Earn (P2E) Gamification
  • Community Management Services
  • Member Subscriptions for Access
  • Paywalls and VIP Levels
  • Custom Research and Consultation
  • Course Curriculum and Training
  • Meme and Movement Crowdfunding
  • Donations and Cause Marketing

And… Integrating all of the above ...

22. NFT Buying/Reselling/Renting/Showing

23. The Co-Ownership Economy... a definition:

(That last one is reference to the “velocity of Trust” capabilities of t

Example of Models: Conferences

10 Prep Questions to help define priorities on our path to profit

  • How do you contribute to your client’s goals? (Collateral to define this)
  • Describe your BEST prospects - industry, size, revenue, budgets, brands, etc?
  • What are your sales goals?
  • How are you earning the right to … get to the next: topic, meeting, whatever
  • Do you have well-defined core Sales and Marketing systems?
  • How are you discovering and accommodating New Methods and New Models?
  • Who is selling for you now?
  • Creative Business Development hooks? Aligning with Marketing & Demand Gen?
  • Got Gaps? How can I add value to your sales people?
  • If you had a magic wand… What is the best next step?

DETAILS: 10 Prep Questions to help define priorities on our path to sales success

  • How do you contribute to your client’s goals?
    • What is your Unique Value Proposition to THEIR needs and problems?
      • What is your Competitive Strategic Sweet Spot?
    • How do you describe/define? Infographic? Including their holistic POV?
  • Describe your BEST prospects - industry, size, revenue, budgets, brands, etc?
    • How do you find, engage, and qualify prospects?
    • Do you understand their un/official research and buying journey
      • Do your KPIs match these
    • What are their options for what you provide? (versus? Do nothing = X)
    • How are they taking advantage their Industry’s shifts and opportunities?
    • How do you discover the multiple personas in their buying process?
      • Do you know each Persona’s BANT?
  • What are your sales goals?
    • Short-term and long-term revenue expectations
    • Cost of sales
    • Capabilities… How much can you handle now? Later?
  • How are you earning the right to:
    • get a meeting? get the next meeting?
    • dig inside their official and unofficial buying processes?
    • share their personal long-term agenda?
  • Do you have well-defined core Sales and Marketing systems?
    • Interrelation of: Product, Price, Prospects (Personas), Promise, Process
    • Materials - collateral, presence, testimonials, …
  • How are you discovering and accommodating New Methods and New Models?
    • “Disruption on Demand” sessions to consider and test opportunities

7. Who is selling for you now?

  • Quotas? Size of deals?
  • Lead metrics for Inbound / Outbound
  • Process for prospecting, promising, pushing?
  • Leveraging feedback signals from actions / reactions?
  • What do they bring? What do they need?

8 . Creative Business Development hooks with Marketing?

  • Acquisition - Your metrics for both Inbound Demand Gen and Outbounding engagement (AIDA)
  • Retention - How do you focus on customer success, loyalty, cross-selling…?
  • Referral process?

9. Got Gaps? How can I add value to your sales people?

  • Sales push
  • Assessment sessions
  • Building teams
  • Coaching on Demand

10. If you had a magic wand…?

What do you want prospects

to do next?... and then?

Webinar Insights … Have them Friday Mornings

Why?

Why David?

… Speed of change

Catching up, keeping up, staying ahead …

… FYI, blockchain delivers Velocity of Trust

Buyers Rely on Specific Media at Specific Phases

Buyers Rely on Specific Media at Specific Phases...? NO, it’s complicated

Support Buyer’s Own Research

& Their Path

of Understanding

Gartner B2B Buying Cycle … It’s Complicated…

Start

Buy

Start

Gartner B2B Buying Cycle

Buy

Thanks

B2BC

https://bit.ly/Customer_Success_Advocates

Tips,

Tools, & Techniques

Two Slides on

Referral

Thinking

What Used to Convert…. Now Real relationships and Referrals are more important than ever

Referral Thinking = Actions/Reactions

Align with their network

Make their business your business

1) Take Action - you are a referral-based business … Earn it

  • Make them yourself - Reciprocity = Netweaving

2) Ask - Be specific - The right stories at the right time

  • After something good you did (“who else would appreciate this?”)
  • After something good they did (connect to their story and amplify it)

3) Feed the Beasts - Help them do THEIR job by promoting any results

  • Analyze and reveal new helpful industry insights and data gems
  • Deliver multimedia assets with “handles” for easy participation
  • Written so they can easily share and take credit for pride and profit!

David Cutler Network - www.DavidCutler.net david@davidcutler.net 617-331-7852

Business Model Canvas

Designed for:

Designed by:

Date:

Version:

Key Partners

Cost Structure

Key Activities

Key Resources

Value Propositions

Customer Relationships

Channels

Customer Segments

Revenue Streams

Your Milestones of Value and Momentum

Mission

Lorem ipsum dolor sit amet, nibh est. A magna maecenas, quam magna nec quis, lorem nunc. Suspendisse viverra sodales mauris, cras pharetra proin egestas arcu erat dolor, at amet.

Momentum

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Market Needs

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Your Participation

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Partners

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Success is Certain!

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David Cutler Network - www.DavidCutler.net david@davidcutler.net 617-331-7852

How can we use the Rudolph Framework as a foundation for our copywriting?

  • Once upon a time, there was Rudolph.
  • He has the capacity to light up a room.
  • Some people doubt it because he's not like the others.
  • But one day, there's a terrible storm.
  • Which means Santa needs him.
  • To help the kids believe in the magic of Christmas.
  • And that matters because Christmas would otherwise be canceled.
  • Which brings together a community of misfits and North Pole elves.
  • Someone gets a kiss.

  • Once upon a time, there was ________________________________
    (your product)
  • It has the capacity to ________________________________

(your product's superpower)

  • Some people doubt it because ________________________________

(what detractors claim)

  • But one day, ________________________________

(why now?)

  • Which means ________________________________
    (people now urgently need this)
  • To help ________________________________

(whom does your customer serve?)

  • And that matters because ________________________________

(how your customer becomes the hero)

  • Which brings together ________________________________

(the larger market you serve)

  • Someone gets a kiss.

Your

Best

Story / Promise / Deck

Rishad Recommends

These 9 slides >>>

Or Elon’s

5 Steps to a Perfect Presentation:

  • Name the enemy
  • Why now? (for your solution)
  • Show the promised land (before explaining how you will get there)
  • Identify obstacles and how to overcome
  • Show evidence

See Infographic Examples at:

http://bit.ly/YourStoryMap

FYI - this slide: http://bit.ly/Cutler_YourStorySlides

Insights into your Social Marketing Machine…

1) A quick and partially reliable way to see if someone shares original thoughts

instead of only reposting others (so they may be more likely to consider and

champion your new ideas)... is to check their Linkedin Activity tabs, such as “Posts”

2) For your fans, make your content shareable on a “Current Actions” page ...a web page updated for everyone in your community to easily share your latest content - text, links, hashtags, and images. For Twitter, shoot for 120 characters to allow room for customization. Also share the day. Here is an example with an image (always use one):

Save the date for #IoT reality-check at #MIT for #ConnectedThings2021 - Mon April 9, 2022

#MITEF >> http://connectedthings.mitforumcambridge.org

3) Always use your blinker.

Mix

https://bit.ly/Customer_Success_Advocates

Is it hard to get into decision-makers?

Of course it is… so it is smart to remember that they are busy getting stuff done.

Learn more about what they are doing and where you fit in.

Come up with insights and even recommendations that demonstrate you care and how your company intersects with partners.

They should FEEL a culture match. That you would fit in.

Be easy to work with. Not pushy and desperate. ONLY be helpful. (like you are way down the hall)

Don’t give them homework

Your insights can earn their interest … and desire to hear your deeper questions

On Getting Inside

https://bit.ly/Customer_Success_Advocates

Strategy

https://bit.ly/Customer_Success_Advocates

Strategy

https://bit.ly/Customer_Success_Advocates

Strategy

https://bit.ly/Customer_Success_Advocates

Strategy

https://bit.ly/Customer_Success_Advocates

So, you want to grow your business with Search and Social advertising...

End Point Acquisition Goals

What happens from Top of Funnel to Product

Always Be Curious

Ideas ...

Inspiration, Challenges

Join us as we engage the integrated culture of activity, play, and work.

At your destination, we unite this exceptional community

of aspiring entrepreneurs, tech hackers, and business mentors

to share, learn & collaborate with proven methods of match-making for results.

At All The Smartest Destinations

Confidential and Proprietary Information

At all the smartest Destinations

Confidential and Proprietary Information

Remember,

“Creative”

Business Development

Read a post on creativity applied to new methods and new models

around Blockchain’s NFTs:

http://bit.ly/creative_crampons

Read the next 2 slides because

The stuff that works is not measurable at first

The stuff that doesn't work is easily measurable

Do More

Of The

Right Stuff.

Per Chris Walker - Refine Labs Here are the 6 most common places B2B Marketing budgets are wasted:

1. Google Ads - by far the most money gets wasted here. It’s a mess.

2. Trade show booths or conference sponsorships

3. Gated content syndication (to pay $50 for an email address that you could get on ZoomInfo for 75 cents)

4. LinkedIn lead gen (to hit vanity “lead” or “pipeline” metrics that never become customers)

5. Excessive headcount to support low ROI programs (those programs should just get turned off)

6. Excessive investment in Marketing technology (when the real solution is doing basic marketing fundamentals)

__

Tons of marketing teams come to me and say “We need more budget”.

But here’s the truth:

You don’t need more budget. You need to make your existing budget drive significantly better ROI.

And the way you make your existing budget drive significantly better ROI is by scrutinizing all of your marketing budget & programs and making choices about what not to do.

Most B2B companies refuse to make these choices, so they end up doing a bunch of marketing programs in a mediocre way and get below average results. They spread out budget & resources & focus.

Scrutinize all those line items in a high growth SaaS company, and viola, you have millions of dollars of budget that can be redeployed to things that work WAY better:

1. Build the leading podcast for your industry or target buyer

2. Execute weekly content-driven events to create demand & fuel a social content engine

3. Hire a CFO to work on your Marketing team to be the host of your podcast & leader of your community for Finance professionals because your actual CFO is “too busy” (aka isn’t prioritizing it)

4. Execute proper Facebook, Instagram, and LinkedIn ads that actually drive demand for your category, brand, and product (instead of collecting “leads” that never close)

5. Build a community for your target audience that delivers enormous value in terms of professional development, peer support, content and professional advancement.

^^these are all things B2B companies don’t do right now because “we don’t have any budget”.

Instead they spend all their program budget on outdated tactics that pump up vanity metrics & drive awful ROI.

And for some reason they never actually measure the ROI of those activities.

#marketing #b2b #demandgen

p.s. If the Marketing was actually working, it should be super easy to get additional budget in a high growth company. Put together a business case & show how additional budget will fuel at least 3-5x qualified pipeline or 1x revenue for every dollar spent.

Per Chris Walker - Refine Labs Here's how to Build a B2B Brand:

1. Open Up an Ongoing Stream on Customer Insights that your competitors never see

Build a recurring community event where you offer free consulting to your target customers. All of the questions & data you get from this are pure consumer insights.

Identify the social networks, groups, and communities where your customers spend their time.

Don’t make assumptions!

Figure out how to be a part of those communities. Act like a peer, not a vendor.

If you approach this with the right mindset, you now have an ongoing stream of market insights every single day that your competitors never see (because they aren’t looking).

2. Build a Native Content Strategy Optimized for Dark Social

You need a completely different content strategy for dark social than you do for SEO. That’s why most companies fail at social. Because they try to copy & paste their Google search strategy into LinkedIn (and it, obviously, fails).

The difference is on Google someone searches for something and then you give it to them (they have intent to find that information).

That’s not how it works on social - there is no intent. Which forces you to create content that people actually want.

Your content needs to be so much more relevant. So much more expertise-driven. So much more customer-centric. Build your team & allocate resources accordingly.

3. Identify the Dark Social channels for initial distribution.

We initially distribute content on LinkedIn, Podcast & YouTube. We get a lot of consumption directly on those platforms.

Then there is secondary & tertiary distribution where people share the content & ideas in Slack channels, DMs, text messages, direct word of mouth, Facebook groups, LinkedIn shares, the list goes on and on.

There’s no tracking so companies don’t even realize it’s happening.

4. Strategize, Produce, Distribute, Analyze, Repeat

Build an agile loop to consistently produce & distribute content. Listen to audience feedback. Engage in the comments. Look for qualitative insights about where they’re sharing it.

The data here is mainly qualitative and not reflected in attribution software so most marketers don’t know what to do.

__

And that’s how you build a B2B brand in 2021. It’s really that simple.

If you’re a B2B company, your objective should be that everyone in the market LOVES us.

Not just the people that use your product.

And they love you because:

1. We go into things with the right mindset

2. We have a progressive, modern strategy for marketing & interacting with our customers & the market

3. We produce the best information on the internet for our buyers & we distribute it *natively* in the channels where they actually pay attention

4. We don’t spam people with sales-focused messaging all the time trying to shove them into meetings when they hate it

#marketing #b2b

p.s. In 2011, brand was built with trade show booths & banner ads & SEO. But that was a decade ago and a lot has changed since then

Per Chris Walker - Refine Labs - Here are 6 pillars to build your word of mouth strategy:

1. Product / Customer Success

Having strong-fit customers that love your product & want to tell other people about it is step 1. This one is obvious & most companies recognize it’s importance.

2. Content

I don’t think most people really understand how much content can be shared over the internet as a form of word-of-mouth.

To execute this effectively, you need (1) A content strategy your buyers love, (2) A distribution strategy that effectively reaches those people, ideally in channels with high organic reach, (3) Consistent execution for a sustained period of time. Most companies miss on 1, if not all 3, of these.

3. Events

Create an EXPERIENCE that people love & want to talk about. Most companies approach events to get “leads”. And if they changed their mindset around its purpose - to create an experience people love - they'd probably create a fundamentally different event.

It’s not about just doing events, it’s about HOW you do them.

4. Community

Whether you own the community or your participating in other communities, both can work, but OWNED is certainly more advantageous long-term. This is about being active in your buyers World, engaging like a human, building relationships & helping people in real-time.

Companies struggle with this because their metrics, attribution, and incentive structures are often in direct conflict with the behaviors required to build a community people love.

There's a MASSIVE opportunity for the few that bring the right mindset & execute properly on this one.

5. VIP Customer Evangelist Program

Identify your top customers who love your product & are evangelizing it in the market. Then building an awesome VIP program for them to continue to fuel that.

Some ideas: All expenses paid trip where they get to learn & network with their peers. Access to beta features. Limited edition swag. Participation in content/events. There are a million things you could do for this. Reverse-engineer what those people want & then deliver it to them.

6. Key Opinion Leaders (KOLs) // Influencer Marketing

Influencer marketing is not new. Tobacco companies sponsored movie stars in the 1930s. Nike sponsored Michael Jordan in 1985. I partnered with top Emergency physicians in 2017 to have them speak at conferences about how they use our product to get better results for their patients.

There are a ton of ways to do this in an authentic way to drive awareness of your brand/product/category & word-of-mouth.

#marketing #b2b #demandgen

p.s. You may look at these tactics & say “we’re doing all of these”. A lot of companies do events, but not many do them like us. A lot of companies do content marketing, but not many do them like us. It’s not about what tactics, it’s about HOW you do them.

The Twelve Traits of a Good Marketer (in no particular order) - https://www.linkedin.com/in/cassidyshield/

  • Good marketers make it their job to know the market, the competition, and the company’s products better than anyone else - and they share their knowledge with other stakeholders at the company. Bad marketers don’t know the product thoroughly and don’t stay up-to-date with the market landscape.
  • Good marketers measure themselves on revenue generated. Bad marketers measure themselves on leads generated or traffic generated.
  • Good marketers feel ownership of the go-to-market process end-to-end. Bad marketers blame the product or the sales team for lack of success.
  • Good marketers define and articulate a strong and unique position for their company, division, and products. Good marketers use easy-to-understand and straightforward language as if you were talking to a friend. Bad marketers don’t think about positioning or hide behind marketing jargon to define their products.
  • Good marketers understand that their company’s brand encompasses all materials, people, and external-facing processes - and are fierce about ensuring that the brand stays consistent across all of the above. Bad marketers allow off-brand activities ‘just this once.’
  • Good marketers are relationship builders who get out and meet customers, prospects, and peers. Bad marketers only talk to people that work at their company.
  • Good marketers run integrated programs and seek to reuse and redistribute assets as much as possible. Bad marketers run one-off campaigns that aren’t well thought out.
  • Good marketers experiment and frequently ship while maintaining an extremely high quality of work. Bad marketers create and ship long, drawn own programs that may or may not work.
  • Good marketers use data to drive decision making up to a point where experience and intuition take over. Bad marketers rely on gut feel alone.
  • Good marketers hustle and are curious, gritty, fearless. They are the team that should push the company to be uncomfortable. Bad marketers play it safe.
  • Good marketers are proactive. They get in front of the market, your prospects, and customers. Bad marketers wait until someone raises their hand.
  • Good marketers question the status quo. They continually ask if they are doing the right tasks the right way, and then modify if needed. Bad marketers do things ‘because we always do it this way’ or to get it done.

My current favorite Infographic.

More inspiration at http://bit.ly/YourStoryMap

The key to building products is customer success. Provide any level of value so you better understand them. Learn by observing, asking, and collecting data. Then iterate functions towards your best customers.

Focus on the critical functions of a Minimum Viable Product with Product / Market Fit.

Innovating Towards Value at Each Step

What is your priority criteria for individual sales prospects?

Who should you be talking to?

Who are THEY talking to?

Get BANT!

That’s fun to say… but the truth is the reverse:

  • What is THEIR Timing
  • Do they REALLY Need you?
  • Who has the Authority to approve?
  • Then you can get creative with their Budget

don’t think too much… click it

$implify

The Step Back - ABI aspires to engage and leverage partners and employees but existing methods were inefficient and uninspiring

Bold Leap Forward - Idea scouting in a single custom dashboard of normalized feeds with dynamic ranking tied to ongoing corporate initiatives

Results Driven by Participation - Live accurately scored idea-flow (versus hours or days of research). Increased investment velocity by 30%

Case Study Details

inside one of my client’s needs

NFTs

• Personal Profile Pages

• Content delivered

to the network

• Easy onboarding and

tagging system

• Compensation every time their content is accessed

• Supporters distribute

their unique POV

• Integrate promotion

• Paid every time their endorsements are accessed

• Easy: access and search, payment, use, and sharing

• Flexible smart-contracts

Enable re-distribution and revenue-sharing

• Promote & Connect

• Manage transactions

• Update Content

• Receives commision

Revenue Sharing Content Management & Exchange

$

$

$

Speaker / Instructor

Media / Sponsors

Attendees

$

$

Partners

$

Individual

Partners and Promoters

Win or Lose… With Data

In a world where everything and everyone is represented by data, those who are best at turning data into action will win, and those who do not have access to it or cannot make it actionable will lose.

Since the volume of data already exceeds the human capacity to comprehend it, and the velocity of data is increasing and will always increase, your ability to make evidence-based decisions will be directly proportional to your level of literacy in the fields of:

distributed ledger technologies, AI, machine learning, big data, data science, computer science, automation, robotics, data privacy, cybersecurity, and the role of governments and regulatory agencies.

— CONFIDENTIAL —

Blockchain Landscape

These NFT related sections are the

shaded area from the below ecosystem

70 minute presentation with Q&A

Download hi-res PDF

-- Confidential --

-- Confidential --

ACCELERATING CORPORATE INNOVATION

COREIP | DESIGN THINKING | PROVEN DEVELOPMENT RESOURCES | BLOCKCHAIN EXPERTISE | FINANCE | LEGAL | PRODUCT MANAGEMENT

NAVIGATING THE COMPLEXITIES OF BRINGING IDEAS TO MARKET WHILE AVOIDING THE STUMBLING BLOCKS IN THE ‘PIT OF DESPAIR’

-- Confidential --

-- Confidential --

Pilot:

Strategy and benchmarks set for department-level

efficiencies of data: onboarding. mapping,

API Integration,

and reporting

Production Launch:

Expanding value and speed of progress across your company with

less redundancy and

more streamlined permissionless decisions and

workflows

Ecosystem:

NuArca facilitates connections across your existing clients and partners

with Smart Contracts that also allow new engagements to accelerate business development

Industry-wide

Network Effects:

You are now prepared for market disruption because the entire industry and adjacent markets can plug into your smarter, simpler, more efficient, and accommodating

value exchange

Rebuilding Right …

Value Delivered From Expanding Network Effects at and Between Every Phase

Collateral that Demonstrates Promise and Process

Current State

Well begins producing

Oil Company issues Division Order to  Interest Owners.

Well produces and oil company records production, sale and price.

Oil company distributes checks, statements and reports to:

- Royalty Owners

-Working Interest Owners

-State/Federal Regulatory and Tax Agencies

Owners and Agencies record required information from statements.

Distribution of this data to multiple parties is redundant, burdensome and expensive and leads to mistakes, disputes and costly maintenance resolving issues across multiple parties.

Confidential and Proprietary Information

How it works:

A private distributed ledger allows different node holders across banks, oil companies and regulators to track relevant detail around well ownership, oil production, oil company expenses related to oil production, oil sales and payment of royalties back to mineral rights owners.  Currently this is managed through several distinct software systems owned by the oil companies and banks as well as county registration of ownership.  To this day, there is still a good deal of paper tracking of ownership as well as hundreds of thousands of paper checks being cut to distribute payments to mineral rights holders.  There is a great deal of distrust between the four major participants involved in the process and a large amount of inefficiency. There are a few major software providers that are providing custom solutions for oil production tracking and payments and they are charging other stakeholders for access to the tracking data by the line.  For individual banks, this can add up to hundreds of thousands of dollars just to access the relevant data related to mineral rights payments and oil production.  By creating a distributed ledger, we will be allowing for access to that data in real time and at a much lower cost.  Additionally we will be eliminating the need to create unique paper checks for each individual payment as all relevant payment detail will be tracked via the distributed ledger. 

 

Three individual portal experiences will be created:

Mineral Rights Owner – This portal will allow a mineral rights owner to view their current ownership rights, the associated oil and gas production from associated with those rights, any payments that have been made on behalf of past production and relevant deductions or other metadata associated with those payments.  Additionally, mineral rights owners can update their bank information as well as initiate updates to their ownership of mineral rights.

 

Oil & Gas Company – This portal will allow an oil and gas company to report on oil production, necessary expenses and oil sales.  It will automatically calculate all necessary deductions and provide them with the detail necessary to process payments to the individual mineral rights holders based on their ownership stake.  It will provide them with a running balance of their total owed to each bank that maintains accounts on behalf of their shareholders.

 

Banks – The portal will allow banks to identify the individual account payment amounts and associated detail for their accounting systems. They can use the system to update confirmation of net payment and any unbalanced payment at the end of the payment cycle.  They will also use the system to manage account registration data related to mineral rights holders

 

Additionally, as a fourth stakeholder, regulators will have access to the data from an audit/oversight perspective.  In certain circumstances regulators can also play a role in providing or certifying ownership access rights to individual wells.

 

In addition to the portals all data input/output will be supported through Authenticated API’s.

 

IMPROVED SYATE - the process is shared with all parties at one time cutting steps in half

  • Distributed ledger records transactions and executes payments based on the terms of the smart contract to Royalty and Working Interest owners
  • Revenues and expenses are also available to Interest Owners, resulting in better controls and reporting
  • Payments for multiple owners at a single institution can be grouped into one transaction and then credited back to sub-accounts
  • Through custom Portals the data set is distributed to State and Federal Regulatory and Tax Agencies in the format they require
  • Provides central source of truth acceptable to all members as a report or a digital download, minimizing payment disputes and onerous duplications/revisions
  • The Oil Company records the production volume, sales volume, and price from the well
  • Oil Company issues division order through its portal and Interest Owner confirms through its portal
  • Smart contract is established on distributed ledger
  • Provides immutable, secure and transparent record of the division order and its confirmation

Confidential and Proprietary Information

How it works:

A private distributed ledger allows different node holders across banks, oil companies and regulators to track relevant detail around well ownership, oil production, oil company expenses related to oil production, oil sales and payment of royalties back to mineral rights owners.  Currently this is managed through several distinct software systems owned by the oil companies and banks as well as county registration of ownership.  To this day, there is still a good deal of paper tracking of ownership as well as hundreds of thousands of paper checks being cut to distribute payments to mineral rights holders.  There is a great deal of distrust between the four major participants involved in the process and a large amount of inefficiency. There are a few major software providers that are providing custom solutions for oil production tracking and payments and they are charging other stakeholders for access to the tracking data by the line.  For individual banks, this can add up to hundreds of thousands of dollars just to access the relevant data related to mineral rights payments and oil production.  By creating a distributed ledger, we will be allowing for access to that data in real time and at a much lower cost.  Additionally we will be eliminating the need to create unique paper checks for each individual payment as all relevant payment detail will be tracked via the distributed ledger. 

 

Three individual portal experiences will be created:

Mineral Rights Owner – This portal will allow a mineral rights owner to view their current ownership rights, the associated oil and gas production from associated with those rights, any payments that have been made on behalf of past production and relevant deductions or other metadata associated with those payments.  Additionally, mineral rights owners can update their bank information as well as initiate updates to their ownership of mineral rights.

 

Oil & Gas Company – This portal will allow an oil and gas company to report on oil production, necessary expenses and oil sales.  It will automatically calculate all necessary deductions and provide them with the detail necessary to process payments to the individual mineral rights holders based on their ownership stake.  It will provide them with a running balance of their total owed to each bank that maintains accounts on behalf of their shareholders.

 

Banks – The portal will allow banks to identify the individual account payment amounts and associated detail for their accounting systems. They can use the system to update confirmation of net payment and any unbalanced payment at the end of the payment cycle.  They will also use the system to manage account registration data related to mineral rights holders

 

Additionally, as a fourth stakeholder, regulators will have access to the data from an audit/oversight perspective.  In certain circumstances regulators can also play a role in providing or certifying ownership access rights to individual wells.

 

In addition to the portals all data input/output will be supported through Authenticated API’s.

 

Discover and Deliver the Paths to Profit with Next Steps in a New Market

We aligned with IBM and Oil & Gas industry leaders to transform

current and future efficiencies between Operators and their partners

PROBLEMS

  • Fragmented definitions of terms, priorities, & priorities
  • Redundancy of processes waste resources
  • Unnecessary delays
  • Endless disputes in and out of court

BIGGER OPPORTUNITIES

  • For survival and M&A in a chaotic industry, quantifiable assets and systems are now critical
  • The efficiency of a single ecosystem-wide ledger will disclose opportunities to add royalty-based distribution for renewable energy sources like geothermal

SOLUTIONS & INSIGHTS

  • Production data is shared with the entire Ecosystem in real time
  • All parties having reports on time and in the format they require
  • Significantly reducing paper checks and statements
  • Eliminate redundancy and increase reliability of data accuracy as it is shared with multiple partners from a single source of truth
  • Reduce disputes, errors, customer service and costly duplication of report while giving access to historical data

Chock Blain

- Rocket Pilot

- Rugged yet nerdy adventurer

- Turns problems on their heads as he rockets over them with

efficiency, security, and dashing good looks.

Since the expected frequency before prospects "get it" is 4x

A 4 part journey from launch to landing - each revealing key attributes of our 4 Phases ...

Our hero in Episode 1 of 4 prepares for his mission to save the solar system with a brilliant idea. He acknowledges all inefficiencies because he knows that tech can be a solution and competitive advantage... In the right hands.

Episode 2 of 4 - Launch! - All systems go as data aligns to accelerate navigation and progress.

Episode 3 of 4 - Efficiency of connections between internal crew and external planets of partners … Network Effects!

Episode 4 of 4 - Ecosystem Exchange is working for the citizens! He rides off into the sunset to help the next industry in need...

Gear = Value Prop: HUD Visibility Security/Risk Connections

The Truth Refinery is a union of tech veterans compelled to fix the Digital mess we helped create. This is where we educate, innovate, and celebrate the latest opportunities between our businesses, technologies, and Society.

Let’s tame our transformation with AI, Cognitive Computing and Blockchain.

www.TruthRefinery.com

FYI:

10 Reasons Why Blockchain

http://bit.ly/10_Reasons_Why

Create Alternative Marketing Vehicles for Reference and Influence

Chock’s Fuel

Here is a tip FYN - For Your Networking...

LunchClub is a free platform to have conversations with people relevant to both your agendas using nifty AI technology! You can unlock access and features with my code - https://lunchclub.ai/?invite_code=davidc38

For more about how to leverage the platform, see my post at http://bit.ly/Love_Lunchclub

OTHER FUN PRESENTATIONS!

MusicDL Sandbox - https://bit.ly/MusicDL_Sandbox

The Conference Industry has changed for the better… here is the plan:

www.bit.ly/Nuarca_ConferenceDL_slides

How to engage receptive “Upscale Actives”

http://bit.ly/Upscale_Actives_Presentation

Google Slides - http://bit.ly/Active_Brand_Engagement

In the weeds

A few places where I try to leverage Digital for a better Analog life…

EatMedia.com

TruthRefinery.com

David Cutler Photography

Testing A Live Feed of Randomness

The Socials… In this order:

Saying…

  • Save Debate is as important as realizing that compromise is the goal, not a failure
  • It takes a village - diverse viewpoints for diverse solutions… Crystalized Wisdom is earned
  • Cool Aunts and Uncles fill your sails with wind, but also help you navigate thru storms
  • Better to have a smaller % of growth than 100% of stagnation
  • Monopoly lesson = invent new rules during other player’s turns