business development

Return on Investment

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

Return on Investment

Marketing: How to Move the Needle with Cindy Zuelsdorf

Link to podcast: HERE Podcast Transcript below: Bill : Hi everybody and welcome to the next episode of belly2belly. And we’re just totally excited today to have Cindy Zuelsdorf. I’m sorry, I said that wrong. Cindy Zuelsdorf with us today from Kokoro Marketing and it’s really great to have you well good and you’re also the author of the book seven marketing basics. Welcome, Cindy. Cindy : Hey, Bill. Thank you. Great to be here. Bill : Fantastic. Well, cool. So, you know, it’s, um, you know, we have the opportunity, I think, to really dig into some things that are vexing problems for companies when they’re marketing and trying to get it right. But before we kind of dive into the meat there, do you want to tell us just a little bit about your background and your company just so we have a little context for comments? Absolutely. Thank you. So I get to work with companies who want to get their story out there. But the people running those companies are maybe either feeling just overwhelmed and don’t know what to do in their marketing. Or they’re busy doing other things in their company like running it and inventing new products and services and working with customers and they know they need to do marketing, but they don’t want to do it themselves. So we kind of end up working with two groups of folks like that. And the My background is I spent a long time selling equipment to TV stations, which meant I’d put stuff in a suitcase and get on a plane and go to any country or any city and take that stuff out of the suitcase and show it to the Engineer at the TV station. So very b2b situation at that point and demonstrate equipment and do the sales and then also did some marketing around that as well. And fast forward to now I left that behind and started a new company helping people with their marketing so they can be more successful. Bill : That’s so cool. And obviously that journey has led you to writing your book seven marketing basics. Can you tell us a little bit about that? We certainly want people to buy it. So don’t tell us everything about it. But but give us you know sort of what caused you to do it and what might somebody hope to learn when they read it? Cindy : Absolutely. Okay, here’s what caused me to write it. The phone would ring and people would say can you help me real quick with this marketing thing? Can you help me real quick put this show promo together? Or, Hey, I’m doing a show in another country and I’ve never been there before. What should I do? Anyways, the questions just came wide and often and you know, on so many topics. And the one question that came up over and over again was sort of what’s working and what should I do? Because I feel like there’s too many things to do and what’s working so that came a lot. And after having my own business for a couple of years, at this point, almost six years. I just sat down one day and was like, Okay, what are we doing with our clients and I took out some sticky notes. And I started writing down all the sort of services and things in marketing and marketing automation and the important stuff. And I made a stack of all the important things and try to categorize them and I hit on seven eventually, hence seven marketing basics. And the book I really just lay out what we’re doing with our clients that works right now. And this is in response to people phoning me up and saying, Can you help me with this? And what’s working right now and I put it down in a book so I could share with everybody so you can take what we’re doing with our clients and use it for yourself. Bill : That’s really cool. So are there you know, when you look at strategies, you know, audience are primarily international b2b companies that are coming into the US market. Are there some things in particular that sort of jump off the page is important for companies coming into the US? Cindy : Yes, 100%. Yes. Can I just share an experience? Bill : Please? Yes, please. Cindy : So I was talking with a company in Korea. And they were coming to the US to do their very first trade show and show their cameras at a particular trade show in Vegas, right? And they were asking me like, Well, what do I do? I’ve been staying up till 3am. They were telling me that they stayed up till 3am responding to people’s emails, and they didn’t know how to manage that influx of leads at the show. And I went and saw the person at the show and talked to them and they were just crazy. So I talked to them before the show and at the show in person. So one thing that a person can do is have a system in place for a quick response to someone who’s interested in a product, right? And so in this case, really, really easy. We just talked through a strategy for lead follow up to where if someone’s interested in your camera, going to have in your email system, whether that’s an automated system or whatever, you’re using a simple way to click a button and send the top like five questions people have about that camera. And maybe in that email is a link to a booking, booking a meeting, booking a demo, whatever the thing is, so there’s info and then call to action to take the next step, whatever that looks like, a small call to action that like Hey, I mean, if if

Pavilions, Workshops and Webinars

Pavilion Pitfalls: Webinar Sign-up

Pavilion Pitfalls Move from Greek Tragedy to Business Recruiting HERO!   The intent of this workshop is to help economic development executives and business recruiting professionals to develop much better production from their trade show participation and pavilions.   When it comes to effectively hosting trade show pavilions we hear many challenges from economic development and business recruiting executives, including finding and selecting the best events, attracting and enrolling a steady stream of the best prospective ventures to recruit to their marketplace, and activating and optimizing how their client companies leverage the pavilion exhibiting opportunity.   Workshop Outline Purpose and goals Common challenges Solutions for your success Measuring results and adjusting Your questions   Feel free to share this invitation with others. Space is limited. Sign up today!!   About MEET Most marketing dollars are spent with the hope of someday getting face-to-face with the target prospect. Trade shows deliver the most efficient way to this objective yet pavilion hosts squander this opportunity. MEET helps economic development agencies that host trade show pavilions improve business recruiting, drive return on investment, and activate pavilion client business exhibitors. MEET changes outcomes by engaging and enrolling quality prospects cost effectively. We develop and execute trade show strategy, provide staffing, secure speaking opportunities, support sales and measure results. Our only goals are to maximize your event participation return on investment and positively impact job creation in your region.

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