I’m happy to see that the advertising community is done announcing once IRL experiences are “going virtual for 2020.” This shift isn’t a strategic choice. Today, events are virtual or they are nothing. So, I was thrilled to see Advertising Week 2020 roll with the Zoom-punches, branding their annual conference as a global event, which also happened to be virtual (because duh).
Advertising Week united thought leaders from London, New York, Johannesburg, Mexico City, Mumbai, Sydney, and Tokyo. As a former member of the event industry, I bow down to the marketers and producers who showed resilience, determination, and innovation pivoting 500 sessions, interviews, and panels to virtual-only.
Trade shows and conferences were invented for me. I love to travel, even if it’s just to hang out at the business center by the airport, learn from experts, and think strategically about how to improve my role and processes. So, adapting to digital has been a challenge. Of all the “events” I “attended” this year, Advertising Week has stood out as one of the most rewarding.
Here are nine thoughts I had during Advertising Week 2020:
1) “I appreciate that they aren’t trying to recreate a live event, virtually.”
I’ve logged on to virtual birthday parties, concerts, and yoga classes and never once thought, it’s just like being altogether in person! Knowing that, Advertising Week made their virtual panels shorter where the takeaways came quickly to hold our attention. At live events away from the office, it was easy to focus during a 60 minute presentation. However, at my desk I’m juggling Slack notifications, emails, and my “real” work just one click away. By being realistic, Advertising Week drew more people in.
2) “We don’t need all of the Zoom activities.”
I understand the reasoning behind hosting evening events like virtual bingo, origami classes, and trivia. Really, I do. The producers wanted to create a community online and engage the whole family while everyone is home together. However, we’re seven months into the pandemic with daily routines. This might have worked in March or April, but we’re seasoned professionals at this quarantine life now and need time in the evenings away from the screen.
3) “… but I’m a hypocrite, because I loved the morning meditations.”
Okay, I take it all back. I attended three morning meditation sessions and they were awesome. As someone who has tried (and tried and tried) to incorporate meditation into my routine, I need the structure of a guided class. Lenore Moritz‘s 15 minute sessions were easy to follow and grounded me not only for the sessions, but my whole workday.
4) “Every famous person is on the docket.”
Everyone’s here, from household names Al Roker, Halle Berry, Jennifer Garner, and Paris Hilton to marketing stars Neil Patel, Bozoma Saint John, and God-is Rivera. One of the biggest benefits of virtual events is the ability to book big-name speakers. Without worrying about travel, schedules, hotels, and additional compensation, Advertising Week producers used their event budget to sign on an incredible list of experts across industries.
5) “The sessions topics were actually innovative and forward thinking.”
With names like “COVID and the Creator Economy,” “Reset You: Building Your Resilience at Work,” and “Bridging the Gender Divide with Radical Candor,” the sessions felt timely and communal. Industry events, up until February of this year, focused content around success, money, and power while pushing VIP, VVIP, and Super Extra VIP tickets. This year felt like a reset as executives and thought leaders openly shared failures, fears, and hard lessons learned.
6) “Impressive use of sponsors for tracks and presentations.”
Advertising Week 2020 had dozens of corporate sponsors. Not only does it speak highly of the event when Google, Salesforce, and Disney all want their names attached, but their involvement felt more supportive and less interruptive than at past events. Perhaps this is one benefit of virtual events — when sponsors have one shot at a clear message on why they’re invested in this event and/or session track, their presence is understood. It sure beats brand ambassadors in matching t-shirts cornering you for “a quick demo and the chance to win swag.”
7) “Martech is only going to get bigger.”
Winmo CEO, Dave Currie spoke on two panels at the event. The first one, “Solve, Don’t Sell – What Clients Really Want To Hear From Martech Providers” featured Currie in discussion with Kerry Dawes, Director of Marketing Technology at TUI Group and Propeller Group Director of Content and former Marketing Week Deputy Editor, Branwell Johnson. Watch the recording to learn what brands are prioritizing in martech, what they expect for their investment, and what vendors should know when pitching.
8) “TikTok is the hottest platform on the market.”
Everybody wants to know what it’s like behind the scenes at the most talked about social platform on the planet. In his second panel, Currie moderated “Attracting Ad Budgets: How TikTok & Integer Group Win High Profile Clients” between TikTok’s Head of US Advertising, Sandie Hawkins, and The Integer Group’s EVP of Growth and Marketing, Nicole Souza. The panel covered TikTok’s rapid growth and how to know which brands have ad dollars to spend. Watch the recording here.
9) “I wonder how events will forever be changed by this experience.”
There’s no going back to pre-COVID life. When the world normalizes again and gathering is restored, we will take many quarantine adaptions and mindsets with us. So, what will that look like for events of the future? Will there be virtual-tracks as well as in-person sessions? Will there be less tickets sold to foster a community feel instead of a cattle call? Let’s check in during Advertising Week 2021 and see what’s evolved.
If you liked this blog post, check out:
- How B2B Sales Can Adapt in an Economic Downturn
- 8 Sales Triggers Guaranteed to Convert More Leads
- Top 3 Tips for Identifying Key Decision Makers
50 Last Minute Holiday Spenders: Q4 2020 Annual Report
in Ad Sales, Agency New Business, Breaking Newsby Samantha StallardImagine a holiday season with no Black Friday. No literal door-buster deals or live shots of the chaos on the evening news with social distancing measures in place. Large holiday spenders like Walmart, Best Buy, and Target have announced that their stores will be closed on Thanksgiving. They will also limit their early-bird markdowns to prevent huge crowds.
Request the eBook now
We can’t even look at 2019 holiday advertising data to gain an accurate picture of this year’s trends. As with literally everything else, 2020 spending will be based on a very unique set of circumstances.
Through traditional marketing methods, ad impressions typically increase 50% during the holiday season and this year will cover both ends of the advertising spectrum. Some advertisers have already kicked-off the season early (Amazon’s Prime Day was last week, it’s earliest launch to date), while others focus on down-to-the-wire spending.
Last minute spenders are holding out because the markets are shifting weekly.
Most brands have slashed spending this year due to, I don’t know, a pandemic, a recession, an election, and general civil unrest. So, while some big names are spending slowly throughout Q4, others are coming down to the wire before budgets reset in January 2021.
One thing that hasn’t changed is that brands still have to stand out among the crowded landscape of holiday ads. This year that means marketing products that are relevant in our COVID-19 world and sensitive to consumers’ limitations, both financially and geographically.
Getting consumers in the holiday spirit will be a massive undertaking for advertisers. Without traditional social gatherings, shopping environments, or festivities, we can expect more email, social, and digital campaigns to drive e-commerce sales. In fact, according to new research from Salesforce:
Want to stay ahead of the holiday rush? Download our latest eBook, 50 Last Minute Holiday Spenders, to access our comprehensive list of marketing contacts for the top advertisers increasing their digital spend in Q4.
If you liked this blog post, check out:
How to Use Sales Intelligence for Growth: 4 Tips Any Agency Can Implement
in Agency New Business, Breaking News, Marketing Techby Samantha StallardIn a former life, I worked for a very traditional advertising agency in New York. This place was so old school that the office manager took attendance every morning at 9am sharp and we logged our billable hours with the proficiency of a high-powered law firm. We presented storyboards in tailored suits or dresses with heels, crafting detailed notes for the client communication portal. There was a fully stocked bar. It was, dare I say, Mad Men come to life.
Yet, there was no strategy for growth at all.
Our business development philosophy was, occasionally panic, but quickly forget about it because you’re so stressed about existing projects. Then, it happened — our largest client, responsible for 60% of our annual revenue, decided to take advertising and creative in-house. Three months of financial panic, scrambling, and frantic RFPs later, the agency closed for good.
It sounds like an urban legend, but the longer you’re in the industry, the more stories like this you’ll hear. Agencies often spend all their time hyper-focused on projects to the point where they have no marketing or sales strategies in place. Yet, profitable agencies require a predictable and sustainable pipeline of new clients and relationships to survive.
Today, many agencies are scrappy and hyper-specialized. It’s a big ask to seek someone who’s both a master virtual event producer and business development whiz. With tight budgets and even tighter timelines, agencies are infamous for funneling all of their creativity and work ethic into their clients’ needs instead of their own.
With the help of a sales intelligence platform, agencies don’t have to stretch their staff thin or hire a new business director costing upwards of $170k per year. Here are four ways agencies of all sizes and specialties can use sales intelligence to bring in new business, increase the size of their client accounts, and retain clients for longer:
1) Prospect one hour per day for two weeks.
Whether you knock it out as soon as you start your work day or make it the last item on your to do list before closing your laptop for the evening, putting in the time early sets up a pipeline for growth. One hour is enough time to explore the platform, scan through some industry articles, and start building prospecting lists. By the end of the two weeks, you will have (at least) dozens of viable brands and contacts to reach out to — and we bet you’ll keep daily business development apart of your daily routine.
2) Approach marketers who need you.
If a brand just hired a new media agency, now is probably not the best time to approach them for media services. Efficiency involves targeting brands who will be receptive to your outreach. But how do you know who those brands are? Those who have recently hired a new CMO are at the top of the list, but there are other subtle triggers, too. Winmo’s prospecting publication, WinmoEdge, factors in triggers like marketing leadership changes, existing agency tenure, funding, public filings, and more in order to determine who is pitch-worthy now?
If you’re an agency, you can use WinmoEdge’s daily articles plus sales intelligence to efficiently target accounts that are showing signs of needing agency services. Ask your account manager how to customize your daily alerts so that each morning, you receive a custom email with leads that pertain to you. The better you can cut down on time-wasters (e.g. leads who are not ready or willing to work with you) the more you can focus on accounts likely to convert.
3) Know your strengths.
A common mistake we see agencies make is the belief that their target audience could be literally anyone. Understand what, specifically, you do well and then identify brands with a need for those strengths and services. Evaluate their current marketing strategy, campaigns, target demographics, and spending to see if your offering aligns. Don’t waste time going after brands that don’t require your services just because they’re vetting new agencies. You’ll not only scramble to craft a pitch that doesn’t tell the whole story, but if you do get the business, it will be hell on your account and creative teams to learn new skills under pressure.
4) Warm up your cold outreach skills.
Especially if your primary function is not new business, you hate cold outreach. But there are sales intelligence tools that can help you find an “in” with decision-makers to make cold outreach less excruciating. First, don’t pretend that you’re not prospecting for your agency. You are. Instead, personalize your pitch to the recipient. Some people prefer you get down to business with your introduction and offer. While others want to connect on a more personal level first, bond-building early to make a sale.
Knowing who to talk to is half the battle, but it takes the right message expressed the right way to get the attention of a busy CMO or marketing director. Crystal Know’s “eerily accurate” personality assessments, available on Winmo contact profiles, provide cues on how to connect to prospects on an individual level. Learn how they prefer to communicate, the right tone to take, and even the type of language that will turn them off.
If you liked this blog post, check out:
9 Thoughts I Had During Advertising Week 2020
in Agency New Business, Breaking News, Marketing Techby Samantha StallardI’m happy to see that the advertising community is done announcing once IRL experiences are “going virtual for 2020.” This shift isn’t a strategic choice. Today, events are virtual or they are nothing. So, I was thrilled to see Advertising Week 2020 roll with the Zoom-punches, branding their annual conference as a global event, which also happened to be virtual (because duh).
Advertising Week united thought leaders from London, New York, Johannesburg, Mexico City, Mumbai, Sydney, and Tokyo. As a former member of the event industry, I bow down to the marketers and producers who showed resilience, determination, and innovation pivoting 500 sessions, interviews, and panels to virtual-only.
Trade shows and conferences were invented for me. I love to travel, even if it’s just to hang out at the business center by the airport, learn from experts, and think strategically about how to improve my role and processes. So, adapting to digital has been a challenge. Of all the “events” I “attended” this year, Advertising Week has stood out as one of the most rewarding.
Here are nine thoughts I had during Advertising Week 2020:
1) “I appreciate that they aren’t trying to recreate a live event, virtually.”
I’ve logged on to virtual birthday parties, concerts, and yoga classes and never once thought, it’s just like being altogether in person! Knowing that, Advertising Week made their virtual panels shorter where the takeaways came quickly to hold our attention. At live events away from the office, it was easy to focus during a 60 minute presentation. However, at my desk I’m juggling Slack notifications, emails, and my “real” work just one click away. By being realistic, Advertising Week drew more people in.
2) “We don’t need all of the Zoom activities.”
I understand the reasoning behind hosting evening events like virtual bingo, origami classes, and trivia. Really, I do. The producers wanted to create a community online and engage the whole family while everyone is home together. However, we’re seven months into the pandemic with daily routines. This might have worked in March or April, but we’re seasoned professionals at this quarantine life now and need time in the evenings away from the screen.
3) “… but I’m a hypocrite, because I loved the morning meditations.”
Okay, I take it all back. I attended three morning meditation sessions and they were awesome. As someone who has tried (and tried and tried) to incorporate meditation into my routine, I need the structure of a guided class. Lenore Moritz‘s 15 minute sessions were easy to follow and grounded me not only for the sessions, but my whole workday.
4) “Every famous person is on the docket.”
Everyone’s here, from household names Al Roker, Halle Berry, Jennifer Garner, and Paris Hilton to marketing stars Neil Patel, Bozoma Saint John, and God-is Rivera. One of the biggest benefits of virtual events is the ability to book big-name speakers. Without worrying about travel, schedules, hotels, and additional compensation, Advertising Week producers used their event budget to sign on an incredible list of experts across industries.
5) “The sessions topics were actually innovative and forward thinking.”
With names like “COVID and the Creator Economy,” “Reset You: Building Your Resilience at Work,” and “Bridging the Gender Divide with Radical Candor,” the sessions felt timely and communal. Industry events, up until February of this year, focused content around success, money, and power while pushing VIP, VVIP, and Super Extra VIP tickets. This year felt like a reset as executives and thought leaders openly shared failures, fears, and hard lessons learned.
6) “Impressive use of sponsors for tracks and presentations.”
Advertising Week 2020 had dozens of corporate sponsors. Not only does it speak highly of the event when Google, Salesforce, and Disney all want their names attached, but their involvement felt more supportive and less interruptive than at past events. Perhaps this is one benefit of virtual events — when sponsors have one shot at a clear message on why they’re invested in this event and/or session track, their presence is understood. It sure beats brand ambassadors in matching t-shirts cornering you for “a quick demo and the chance to win swag.”
7) “Martech is only going to get bigger.”
Winmo CEO, Dave Currie spoke on two panels at the event. The first one, “Solve, Don’t Sell – What Clients Really Want To Hear From Martech Providers” featured Currie in discussion with Kerry Dawes, Director of Marketing Technology at TUI Group and Propeller Group Director of Content and former Marketing Week Deputy Editor, Branwell Johnson. Watch the recording to learn what brands are prioritizing in martech, what they expect for their investment, and what vendors should know when pitching.
8) “TikTok is the hottest platform on the market.”
Everybody wants to know what it’s like behind the scenes at the most talked about social platform on the planet. In his second panel, Currie moderated “Attracting Ad Budgets: How TikTok & Integer Group Win High Profile Clients” between TikTok’s Head of US Advertising, Sandie Hawkins, and The Integer Group’s EVP of Growth and Marketing, Nicole Souza. The panel covered TikTok’s rapid growth and how to know which brands have ad dollars to spend. Watch the recording here.
9) “I wonder how events will forever be changed by this experience.”
There’s no going back to pre-COVID life. When the world normalizes again and gathering is restored, we will take many quarantine adaptions and mindsets with us. So, what will that look like for events of the future? Will there be virtual-tracks as well as in-person sessions? Will there be less tickets sold to foster a community feel instead of a cattle call? Let’s check in during Advertising Week 2021 and see what’s evolved.
If you liked this blog post, check out:
It’s the Final Countdown: 100+ Brands Planning in Q4
in Ad Sales, Agency New Business, Sponsorshipby Samantha StallardWe did it — we made it to the last quarter of 2020. This year, Q1 was full of wide-eyed optimism, Q2 lasted an entire year, and Q3 was over in the blink of an eye. Our Q4 planners have been through a lot of adjustments and are approaching 2021 with more caution and care. But, most importantly, they’re putting themselves ahead of the competition.
Strategic brand planning may seem impossible given what we’ve dealt with the last year. Yet, as the old adage goes, fail to plan and plan to fail. Now, businesses that take the time to assess their current advertising channels, agency relationships, and marketing wins (and losses) have a stronger internal foundation than those who ignore these processes.
Above all, it’s important for agencies to know the planning periods of their ideal brand clients. Media planning is too often a reactive strategy, with agencies chasing after campaigns that are already live. Now is the time to evaluate their needs, determine if your audience matches up with their target, and offer up inventory that will be an attractive safe bet.
Stand out with a hyper-focused communication strategy:
Here are insider details/predictions for three companies on our list of 100+ brands planning in Q4. Keep scrolling to access and download the complete PDF:
1) 1-800-Contacts positions itself as pandemic proof
Today, the contact lens retailer is focusing (get it?) on its customer relationship management strategy. With everyone trapped at home during quarantine, 1-800-Contacts connected with a whole new audience this year, so much so, that they teamed up with tech platform, Redpoint Marketing PR to enhance campaign management. The company responded to the coronavirus by simplifying shipping and personalization tools for their customers, becoming a key healthcare resource for thousands of Americans looking for affordability and reliability in eye care.
2) Align Technology goes all in on digital
InvisAlign, a subsidiary of Align Technology, restructured its marketing team in July 2020, building out a team with a strong focus on digital marketing. The company has spent the last year spending almost all of their ad dollars (96% according to Adbeat) on digital on YouTube, twitch.tv, dentaltown.com, and patriots.com.
3) Anheuser-Busch has big plans for craft beer
This year, the beer company’s online sales grew by strong double digits. Even though these numbers are from Q1, Anheuser-Busch’s marketplace platform allows consumers to place online orders, offering flexibility and convenience as we all drank our quarantine troubles away.
Today, the company remains focused on its global brands and regional craft brands, too, with spend here expected to pick up (especially in local advertising). Anheuser-Busch also utilizes print, OOH, radio, sponsorship, experiential and social. These craft beer and brewery brands will be especially popular among Gen-X and millennials.
Click here to download our list of 100+ brands planning in Q4 2020.
These opportunities are designed to fill your pipeline with qualified leads. We’ve included key decision-maker contact information to connect you with the right people at the right time.
If you liked this blog post, check out:
7 Sales Tips Guaranteed to Uncover More Leads
in Ad Sales, Agency New Businessby Shannon HamptonWe’ve all been there — researching a prime prospect, creating custom messaging, and adding that extra follow up just to get hit with a “this is not the best time” response. But what if all the right actions happened at the right time? Winmo can help you recognize key prospecting triggers and sales tips to make the search for leads easier.
1) Decision maker shifts
Key executive and C-suite shifts are top indicators of agency reviews, partnership opportunities, and budget changes. We know because we watch it happen. Every week, our team releases a recap of notable marketing shifts and what they mean for advertisers. Roles closely associated with opportunities include Chief Marketing Officer, Chief Digital Officer, VP of Marketing and Chief Growth Officer.
Find the Benefits of Winmo’s Personality Insights here for more sales tips on sending emails your recipients will love.
2) Product launches
Launching a new product not only requires the direction of a variety of advertising agencies, but presents the opportunity to utilize new tools, teams, and ways to track the new offering’s success. Companies that are launching new products, brands, or entering new markets often spend 20% of their revenues (or more) on marketing.
Winmo houses over 30,000 brands, but we compiled 10 of the top searched brands in Winmo that historically review agencies when they launch a new product or add. Take a look.
3) Emerging companies
Every day, dynamic companies and diverse products, services, and applications pop-up. Keeping tabs on when companies enter the market, and their growth trajectory, provides opportunity to position your key offering as a resource in their introduction to the market.
Emerging companies need partners to help with initial marketing strategies. It’s important to create a rapport with new companies and their decision-makers early to help them build. As new companies scale and their referral will hold more weight.
4) Spending shifts
Pay close attention to dedicated advertising budgets. When advertisers shift spending between channels (ex. broadcast dollars shifting to digital) or dedicate spending to reach a new demographic, this is a good indication of an opportunity for new business. Leverage your insight into these shifts to impress the decision-makers.
5) New campaigns/Product launches
By releasing a new product or campaign, a company ventures into uncharted territories, which demands varied promotional channels. New products bring new tools, applications, and services to monitor and track success.
6) New agency hires/AORs
When one agency is hired there may be a domino effect for your company. Agency hires tend to follow each other. For example, when a media AOR shift occurs it’s likely a creative or digital shift will follow in the next six months. We’ve found that it’s especially important to keep an eye out when an agency reaches their three- to four -year tenure as reviews tend to take place.
7) Planning/Buying periods
Scoping new sales tips and leads, then reaching out and pitching your service takes valuable time. The last thing you want is to hear is, “We want to move forward, but we are out of budget for the year.” To stay ahead of this budget window, keep track of brand planning periods. With Winmo, you can search brands based on budgeting periods and plan for the entire year. (We’ve put together 100 Brands Planning in Q4 here) Whether you’re selling ad space or sponsorships, this is the prime window of opportunity to pitch new campaigns, technologies, and partnerships.
If you liked this blog post, check out:
4 Killer Client Retention Strategies to Keep Revenue and Morale High
in Ad Sales, Agency New Business, Salesby Samantha StallardSome facts just don’t stick no matter how simple they are. Yes, we know we should drink more water, floss every day, and refill the gas tank before the light comes on. And, in business, we know it costs less and achieves more to retain an existing client than to sign a new one. Nevertheless, many (or dare I say… most) brands and agencies continue to put new business ahead of existing client retention.
When you build and grow trust, your clients will not only continue to use your product or service (and pay you), but also advertise your brand – usually without asking for anything in return. Not only does retention keep the lights on, it shows exactly how loyal and satisfied your clients are. The numbers don’t lie:
Focusing on retention keeps both revenue and internal morale high. Not only does it cost less than customer acquisition, but clients are willing to spend more money as time goes on. Then, as they become more invested in your brand, loyal clients share their positive experiences and morph into brand ambassadors, discussing your product or service with friends and former colleagues at other companies or agencies.
Here are four killer retention strategies your company can adopt right now:
1) Actually listen and adapt to client feedback.
I’ve worked across industries, from a SaaS startup that felt like one very long episode of “Silicon Valley” to an old school Madison Avenue ad agency (sexism included!) and, unfortunately, have seen a lot of companies not value their clients. They claim to appreciate feedback, but then either ignore it or offer a watered-down version of the original ask.
Don’t run away from feedback, or what they actually are, complaints. Clients who reach out to share their pain points are an incredible marketing asset. They show you exactly how users are implementing your product or service, which is often different from your original intention. Even better, complaints mean that the clients care and want to see improvements made in order to continue working with you. It’s the people that ghost with no feedback or explanation that hurt business, not the ones who want to negotiate a middle ground.
2) Build client partnerships.
This takes time and energy. By “partnerships” I mean consistent communication with scheduled monthly meetings to help market your services with actionable accountability. Don’t just offer steep discounts and slap each other’s logos on your website. You might find that your partner’s clients are more open and honest with feedback than your own team members because they don’t work with your you directly (and thus feel more open).
Partnerships are built on human-to-human connection, first and foremost. You won’t fight for a partnership with a company if you hate working with them, no matter how aligned your services or industries. Take the time to learn about the people behind buying decisions through personality playbooks like Crystal Knows.
3) Focus on quality customer service over quick response times.
Better to wait for a thoughtful answer that addresses a question head on, then to hear “I don’t know” within the hour. According to research from Gallup, customers were nine times more likely to be engaged with a brand when they evaluated the service as “courteous, willing, and helpful.” “Speedy” service, on the other hand, only made customers six times more likely to be satisfied.
Customer service teams shouldn’t be pressured to close XX number of tickets per day. This will only make clients feel rushed or belittled. Speed is only beneficial if it delivers exactly what your client is asking for. In fact, research conducted by John Goodman found that clients were more likely to churn due to price increases when they also felt that customer service didn’t meet their quality standards.
4) Then, craft customer service KPIs.
All organizations use KPIs to evaluate their success at reaching targets (hopefully). Key performance indicators help map out goals and expectations for your business, highlighting the direction to take to get there. Early on, establish KPIs with new clients to measure the efficacy of your relationship. If a new client states that their goals are X, Y, and Z, and they accomplished those objectives at the end of the working relationship, it will be easier to continue working together. Ensure everyone clearly understands the goals and how you will measure impact, then schedule check-ins to review progress.
KPIs will reveal how invested clients are in your product or service (thus, proving value). Plus, it will also allow you to see exactly where churned clients shifted their behavior. With this information, you can identify and rectify problem areas in customer service for additional client retention.
Bonus) Shout out your clients on social media.
Everyone loves free press. Before you need to fight for client retention, make a habit of tracking their updates and accomplishments. By staying up to date on your clients’ businesses and taking the time to highlight them online, you position your company as an ally with a vested interest in their success. Winmo’s company-based alerts is an easy way to stay up-to-date on client, and lead, activity.
If you liked this blog post, check out:
Logical, Scaleable, Repeatable: Q&A with CRO, Brady Holcomb
in Ad Sales, Breaking News, Salesby Samantha StallardOur new chief revenue officer, Brady Holcomb, joined the Winmo team last week. Nothing like an end of quarter sprint to welcome him into the new role. Holcomb is incredibly humble and knows success isn’t possible without the people he’s worked with and learned from, notably his father and mentors.
I sat down with Holcomb (virtually of course — and can attest that his home office is nicer/cleaner than mine), to discuss his career trajectory, unique sales methodologies, and how it all started with a little red wagon full of carpet samples.
Check out our press release announcing Brady Holcomb’s hiring as CRO here.
Samantha Stallard: Tell me about your career. What were your ambitions when you started in sales?
Brady Holcomb: I started when I was four-years-old in Jacksonville, Florida. Seriously. My dad was a carpet salesman and gave me the discontinued carpet samples. I had a little red wagon and took them door to door to sell for 25 cents. I loved it! I’ve loved it since day one. So many little boys look up to their fathers — they think he’s Superman — and I wanted to be just like him.
My first serious professional sales gig was with BellSouth. Each month, they sent out a chart ranking every account executive’s YTD obtainment against quota. It listed all of my peers and how I stacked up against them. There were 420 of us in our nine state region and I decided I wanted to be ranked number one. That’s when I uncovered how math, from an activity perspective, factors into sales. In three months, I was ranked number one and eventually became a member of BellSouth’s Pinnacle Club as a top one percent annual performer.
Sales is a lot of luck, right? You need to be in the right place at the right time, but it’s also a lot of hard work. Just like my grandfather always said, the harder I work, the luckier I get.
From BellSouth I went to PGi then Silverpop. That’s where things got really interesting. I started applying what I was learning in marketing automation as I led one of their first ever inside sales efforts. Then I got a huge opportunity with Marketo! They hired me to launch and run their east coast hub where I was challenged to grow the office from just myself to 300 to 400 employees within three years.
SS: What’s something you learned early in your career that you’ve taken with you throughout jobs and industries?
BH: First, it never hurts to ask. Then, there are a couple phrases you may hear me say a million times — one is, logical, repeatable and scalable processes and the other is, activity times proficiency equals revenue.
SS: COVID-19 has had devastating economical and operational impact across industries, what permanent changes do you think it has had on our industry? Can you pinpoint any positive changes, too?
BH: Absolutely. An incredible organization, AA-ISP, monitors a lot of data related to Inside Sales. Surprisingly, they’re seeing many improvements from a sales activity perspective. Many sales leaders, myself included, were concerned we would see activity plummet during the pandemic, but the overall industry average within technology shows some insightful and encouraging trends related to activity and certain KPIs.
SS: What drew you to Winmo? How do you plan to implement your impressive SaaS background into sales intelligence?
BH: When I was at Marketo and planning for my next role, I had a list of qualifying criteria that were a nonnegotiable. I wanted to go to a company with a good reputation which had both a product with a strong marketplace demand and sound financials. A strong relationship with a highly respected and successful CEO was most important, too.
Winmo is prime for greatness as they are truly set up for success. First and foremost is Dave. It was easy to make an immediate connection with him. Then I checked around town and Dave is held in the highest esteem by many marketplace leaders. Also there’s Winmo’s incredible reputation and financial stability with as a profitable company. To top things off there’s the long tenure of Winmo’s incredible employees which is unheard of and extremely appealing. At the end of the day it’s an incredible software company with such impressive net-new sales and retention numbers — it was a no brainer to join Winmo as I believe this to be a once in a career opportunity!
Many sales leaders come in and start shooting from the hip, bringing in and implementing their new ideas. I think getting buy-in is more important than a new idea. My objective right now is to gain relational collateral. My saying, which has proven itself over and over again, is to make relational deposits before making a relational withdrawal. From there, focus on identifying and removing obstacles for my sales force which are interfering in revenue obtainment.
SS: Any strategies, tips, or words of wisdom for sales people heading into Q4 2020?
BH: First, I don’t hire sales people. I hire sales professionals. The difference between a salesperson and a sales professional is a professional is intentional about becoming better at their craft. My number one tip is to be intentional about becoming better at your craft. Carve out 15 minutes, three times a week, and be intentional about learning, developing, and strategizing. Don’t let the urgent replace what’s important — as there’s always going to be something urgent in the sales world.
SS: How can they close the year strong while also preparing for Q1 2021?
BH: This comes down to discipline. Creating a solid strategic plan around where you’re going to allocate your time and then executing that plan.
Mentoring has also played a significant role in my life not only professionally but also personally. I am fortunate to have extremely wise mentors who continue to invest in me. Whenever there’s a question or want to process a tension, I’m lucky that they’ll make themselves available. Professionally there are three people — my father, he was the best sales professional I’ve ever met; Bob Sanders who not only introduced me to my current sales methodology but continues to make himself available. Also Bob is the one who introduced me to the idea of “logical, repeatable and scalable” process as well as “activity times proficiency equals revenue;”. Then there’s my former manager, Jeff Lattomus who is the best leader I’ve had the pleasure to work with! He always trusted me as he handed over the reins and let me go, yet still extremely supportive.
As far as plans for Winmo, great things are right around the corner!
If you liked this blog post, check out:
Brady Holcomb Joins Winmo as Chief Revenue Officer
in Breaking News, Salesby Samantha StallardWinmo Appoints Brady Holcomb as CRO to Assist Clients’ Sales Growth Through Recovery & Beyond
ATLANTA, September 24, 2020 – Sales intelligence platform, Winmo, welcomed Brady Holcomb as its Chief Revenue Officer this month. A sophisticated sales and marketing executive with extensive management experience, Holcomb’s strong SaaS background will now play a pivotal role in leading Winmo into its next phase of growth.
With 20+ years of sales experience, Holcomb has led revenue teams for software companies across numerous environments where he’s experienced top one percent performance. His professional success includes VP of North and South America Sales at Canonical Ltd., GM & VP of Sales at Marketo, GM & VP at Cbeyond, and Global Director of Enterprise and Inside Sales at Silverpop. Additional sales experience at PGi, 3G Communications, and AT&T round out his portfolio.
Holcomb will provide strategy, leadership, and coaching support to Winmo’s account management, customer success, and new sales teams. He’ll also collaborate with the executive team on content, product, and marketing to provide perspective and input into operations and 2021 planning.
“With Brady’s extensive experience in sales methodology, sales acceleration, and marketing automation, I’m confident that his skill set, combined with his culture fit within Winmo, will be a winning combination,” said Winmo CEO, Dave Currie.
Humbly, Holcomb knows success would not be possible without the incredible individuals he’s had the opportunity to work with and learn from. Acknowledging this has been the principal driving force of his servant leadership philosophy which is company and others first.
“I’m excited to be at Winmo and a part of their global success in predictive sales intelligence,” said Holcomb. “It’s an ideal time to join as we remain focused on assisting clients through COVID-19 recovery and helping them obtain reliable decision-maker information and accurate sales predictions. Winmo was made for moments like this.”
Through his implementation of logical, repeatable, and scalable processes, Holcomb has a history of successfully launching and exceeding growth targets and financial objectives. Winmo is looking forward to implementing Holcomb’s methodology of improving proficiency and increasing efficiency at each step.
“Since 1995, this company has stayed clear in their vision to help their customers achieve and exceed their revenue targets and I’m proud to be a part of the team,” said Holcomb.
About Winmo:
Business development teams use Winmo to reach the right prospects, at the right accounts, at the right time. Its up-to-date advertiser and agency profiles track decision-makers who control over $100 billion in annual ad expenditures. In addition to being the first place that sellers turn for advertiser-agency relationships and contact information, Winmo predicts opportunities on the horizon, tracking subtle shifts to keep agencies, publishers and adtech firms ahead of their competition. With verified sales intelligence, real-time change alerts and forecasted opportunities at their fingertips, Winmo users can operate more strategically and engage prospects at the earliest stage of opportunity. Learn more at winmo.com.
Selling Emotion: How Brands Make Customers Feel (Then Buy)
in Ad Sales, Marketingby Samantha StallardI’m Nike loyal and didn’t even know it. I’ve taken up running during the pandemic to get out some energy after a long work-from-home day. Recently, I bought new running shoes and documented the occasion with a picture to the group chat. A friend pointed out that I was decked out in Nike gear. Literally my hat down to my socks (as well as the app I use to track my runs) was branded with their famous swoosh.
This wasn’t a conscious choice. I never decided to only buy Nike, but upon further soul searching, I realized, they’re selling emotion and I buy their products because I like their message. I want to “Dream Crazy” with Colin Kapernick, “Write the Future” with Cristiano Ronaldo, and be “Better” with Kobe Bryant. Their products aren’t different than their competitors’ — they’re all similar price, quality, and style — but Nike still stands out.
Those of us in the industry love to say that the best marketing makes you feel something. It’s an emotional response that doesn’t have anything to do with the ad spend, time slots, or impression data. If you watch the three videos linked above, not one of them pushes a product. We aren’t told to buy a certain shoe or even shown merchandise. Instead, Nike’s playing the long game, relying on the same dopamine hit to appear the next time you shop for basketball shorts.
And they aren’t the only ones selling emotion.
Research on advertising shows that the emotional response to an ad influences consumers’ intention to buy more than the ad’s content itself.
Apple may be the perfect example of a company that utilizes emotion to create a connection with consumers (and brand loyalty over time). Their aesthetic is simple and clean, pushing an aspirational lifestyle and the desire to feel included.
While emotions draw us in, storytelling keeps us engaged.
Emotionally-charged storytelling creates a rush of dopamine in the brain, which is linked to memory. The Ted talk “Storytelling, Psychology and Neuroscience” by Amanda D’Annucci, discusses how storytelling engages the entire brain. Brands leverage this advertising strategy to make an emotional and psychological impact. Then, when consumers remember a story, they’re also remembering a brand.
Storytelling is a popular advertising strategy during the Olympics. While the Tokyo games have been postponed until summer 2021, we recently saw this phenomenon during the 2016 Rio Olympics. During the games, the most popular ads utilized emotion and universal experiences to establish connection with viewers. Advertisers included:
If you liked this blog post, check out:
The Disruption of Sports Sponsorships (And 50 Brands Planning in Q4)
in Ad Sales, Agency New Business, Breaking Newsby Samantha StallardSports sponsorships have been a “safe bet” for decades. Sure, advertisers faced challenges like league strikes and broadcasting updates, but overall, little has changed in the last 30 years. Now, the sports industry faces both an international pandemic and social reform politicizing leagues.
With the kickoff (pun intended) of the NFL season, coronavirus continues to threaten the health of the players and staff. Illness could interrupt the season and one of the biggest sponsorship opportunities in the country. At the collegiate level, the Big 10 and Pac-12 football conferences already canceled their seasons in August, a big blowback for regional brands.
At the same time, it’s no longer as controversial for athletes to openly speak out about social justice. In August, numerous NBA and MLB teams refused to play and games were canceled across leagues in response to the police shooting of Jacob Blake in Kenosha, Wisconsin. Canceled games further interrupted advertising opportunities, making brands nervous to invest.
However, bold advertisers can disrupt sports sponsorships.
Want to access our list of 50 Sports Sponsorship Spenders Planning in Q4? Download as a PDF or Excel file
This list also includes key titles responsible for sponsorship decision-making. However, take a targeted approach to stand out from the crowd and avoid flooding more inboxes. Considering they’re currently in planning, it’s worth the extra step to reach with the right message. Then, investigate current marketing campaigns, their demographic targets, and the personality of the decision-maker you’re reaching out to. This will craft a compelling argument for why your offering compliments, or elevates, their existing strategy.
If you’d benefit from accessing the full profiles for these advertisers, including buying behavior, current sports partners, full decision-maker details and more, we’ll be happy to set up a free trial of Winmo.
If you liked this blog post, check out: