A Conversation with Marketing Guru, David Berkowitz, Serial Marketer
Podcast link available HERE. Podcast Transcript below: Bill : Hey and welcome to the belly2belly podcast. This is the podcast that’s focused on Confessions of an in person marketer. So, today it’s a real privilege to welcome David Berkowitz from serial marketer. Welcome David. David : So much. Great to be here, Bill. Bill : It’s, it’s super to be with you today and you know, so our audience are our b2b companies who are either entering the US or already in the US and and expanding so these are international companies that again are either on their way here or are already here and and really working hard to develop a strong base of customers so they’re, they’re always super concerned about making sure their marketing is is spot on and very focused on the US customer and you know how to engage and enroll those customers most efficiently. So I’d love to dive into a variety of topics today that would really help those, our audience and those customers. And I guess you’re probably the best place to start is really to learn a little bit more about you and serial marketer. But do you want to just take a minute or two and share kind of a little of your background and serial marketer? David : Yeah, sure. Thanks. So, I’ve had a mix of roles over the past 20 years where I spent most of my career so far on the agency side working on working at 360 i Under Densu and Mri under publicis group and in strategy and marketing leadership roles. Then when on past five years I’ve been focused on working with a lot of tech and product companies and trying to help them figure out how to generate demand and work with expanding their presence in the US. We’re work with a number of international companies that that that were either overseas initially or or had already come here, but then yeah, but this was still a very new market for them in the States and, and helping out with positioning and strategy, some outright business development. And along the way a few years ago, I started this marketing community Serial marketers, that’s just been a lot of fun to build out and so so now we have more than 2000 marketers in the community and it’s just been a great way to go and, and connect a lot of talented folks with each other and source ideas. And gigs and opportunities, recommendations, things like that. Bill : That’s fantastic. Well, and you know, I think besides that you’re very modest. For the audience. You should know that David is one of the most sought after mentors in the New York ecosystem to help companies entering the US with marketing. So, you know, we’re very fortunate to have you here with us today, David. And so, you know, with that, you know, let’s talk about, you know, the, obviously they’re an ever expanding array of tools that a marketer has sort of at their disposal to help create awareness and create opportunity with with various markets, but when you you sort of survey the current landscape of tools that are available for, for marketers, and particularly, you know, companies coming into the US what are what are the kind of the top tools that are top modes that you would point to as as where maybe companies should look first to begin creating connection into the US market? David : Well, yeah, so, so a lot of what I see is that companies either try to get a lot of their marketing in place and then but then not have a great way to distribute that and get that in front of the right buyers. Or on the flip side, is a lot of companies that right? They start with getting a salesperson on the ground but then don’t have any kind of presence. And, and so I think one of the things that that a lot especially a lot of newer businesses to this to the states, and this is true more broadly, that they don’t always appreciate is that people like to buy from someone they’ve heard of, and so so so it’s like when you’re just a lot of it is just finding that right balance. And so you do it, you do need relationships, I mean that that like like, that’s just the best shortcut if there is any where you can get directly in front of the target buyer. But if you don’t have great messaging, if you don’t have any friends, if you’re not doing anything to say, calm mind beyond that, then that’s going to fizzle really quickly. You’re gonna max out on typically those low hanging fruit and then it’s like, what are you doing with the rest of that time? And then and also, a lot of the work on the marketing front isn’t going to immediately bear fruit, but it’s stuff that kind of like you have that compound interest over time and so so the more content you put out there, for instance, then the more materials you have for sales team when they’re following up with folks, the more hooks you have out there for marketers who are looking for something related to what you do to actually find you and so the more opportunities you have to have that third or fifth third, or 10th touchpoint with a prospect All of this adds up and and it’s and the one thing I really appreciate as a business owner and and someone worked with a lot of companies like this is that it’s it’s tough to juggle all that especially when you have limited resources. We’re new to a market. Bill : Right so so in terms of the modes, I heard content so you’re talking about either online content, or, or offline content, things
