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About The Content Experience Show:
Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.
Apple Podcast Reviews:
It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.
Jared Johnson PianoI love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.
The Marketing Book Podcast
Tony Holbrook, Executive Director – Global Marketing & Commerce Development at Ingram Micro Commerce & Lifecycle Services, joins the Content Experience Show to discuss effective methods of outreach and strategies for converting prospective customers.
Add Value, Not Frustration
There’s almost no better example of entrepreneurial grit and determination than the cold call. There are countless success stories that start with “I just reached out,” or “I wouldn’t leave until they listened to me.”
It takes a massive amount of confidence and determination to step out and start a business, and if you have the product to back it up, it’s an inspiring story to tell.
Unfortunately, there’s also the archetypal executive who absolutely hates the dreaded cold call. The question then becomes, if both of these are true, how can you reconcile the two sides? Tony Holbrook, of Ingram Micro Commerce & Lifecycle Services, believes that it all comes down to adding value.
Rather than constantly seeking to force your product into someone’s field of view, try setting your product to the side and simply looking at how you can give something useful to your prospective customer. Not only will you start the relationship in a gracious way, but you are immediately demonstrating how you and your business can benefit them without the awkward (and often unproductive) sales pitch!
In This Episode
- Why cold calling is not the most effective method of outreach
- How to effectively connect with prospective customers
- How to strategically use customer stories and industry data
- How to focus on the relationship building rather than the lead source
Quotes From This Episode
“For anybody who’s doing cold calling and outreach, whether it’s through a digital medium like email or phone, you need to understand who you’re reaching out to.” — @tonyholbrook
When you're trying to add value, it's almost in a passive way, just let me put the value out there, and I'll let you sign up for it when you're ready to go. Click To Tweet
Resources
Content Experience Lightning Round
We know that you are a life hacker, and that you have been called ruthlessly efficient by several people you’ve managed. What is one of your best, proudest, shining moments of life hacking?
At a previous job, Tony applied Tim Ferris’ 4 Hour Work Week idea to an employee who managed the email operations. The employee was able to take two weeks worth of work and turn it into two hours in just three months!
We have in our notes that you like hockey. So how are you filling that gap in your life, being in the Bay Area? Are you a Sharks fan?
No way, Tony is a die-hard Canucks fan! So much so that his number two team is the Ducks because two of the Canucks went to them, but as soon as those guys are out he says they’re just as hated as any rival!
See you next week!
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