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How to Book a Meeting with Elon Musk and Tim Cook

Erica Johnson

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Years ago, a mentor described one of my friends as “the guy who can get the pope on the phone.” What he meant is that he knew how to cold call, network, and wiggle his way into any opportunity.

He was a “super-connector” with no fear and when he set his mind to it, he sold millions of dollars worth of any type of product.

My friend, Nate Kievman, is definitely one of these super-connectors and the CEO and founder of Linked Strategies which has a really unique model for booking opportunities to speak with high-level executives like Elon Musk and Tim Cook.

In fact some of his clients have booked conversations with them and other “untouchables.”

I’m working with Nate and have spent months studying his systems and collaborating with his team. 

This is all about getting highly qualified prospects booked on your calendar who already know they’re speaking with a sales representative and learning HOW TO BUILD THE RELATIONSHIPS THAT BUILD BUSINESS.

When Nate was 16 years old, he had an out-of-body experience after a bad car accident that nearly killed him. When he woke up, everybody he ever knew had come to visit and wish him well.

He was lying in bed, looking around and thinking, “Wow. This is amazing! Life really IS all about relationships with ourselves, others, and our higher power.”

This became his thesis for his undergrad program in Biblical Studies, which he later catapulted into business where he became one of the top LinkedIn trainers and strategists supporting their focus on “relationships that matter.”

This grew into Linked Strategies, the business he has today (which is not LinkedIn-focused) but focused on Executive Engagement Strategies and Accelerated Growth Programs.

Their mission is to accelerate the growth of conscious and transformational businesses and individuals that are looking to do great things in the world. 

He’s a conscious business growth accelerator. 

If you’re going to book meetings with high-level executives like Tim Cook or Elon Musk, (or whoever the equivalent is in your business category,) and you want to talk to the decision-makers and check writers… There’s a psychology and mythology behind it.

Nate says that most companies are focused on the WRONG THING.

They’re focused on the lead, the tactic, the method, or the “how.” Whether it’s LinkedIn or another social platform or a combination of all of them to be “market snazzy”.

Ultimately, what really matters is the marriage between the data, the delivery tech, and the messaging you’re using. 

All the steps inside of that are REQUIRED to get the attention of an executive that is willing to not only pay attention but respond positively.

Think about this… If you had a Business Development Rep (BDR) team, would it make sense to ask a kid right out of college to go get the attention of a senior executive? 

The answer is a resounding NO. Their messaging is going to be way off.

It could ruin your reputation and chances for EVER having another conversation because you’re exhibiting poor decision-making.

Now imagine 100 of those BDRs doing this with an unyielded ability to do it to anyone they want in the marketplace, on your brand’s behalf. 

This is the general model of a book called “Predictable Revenue” and it’s broken. 

This is the most unbelievable mistake organizations trying to engage executives are making. 

The irony of it is that all the PE and VC firms push this methodology because it’s the going standard ideology of how to grow a business.

It can work sometimes if you pound sand enough, you spam enough and you call enough to annoy the hell out of your market to go get the tactical relationship, but you’re burning the future for today’s opportunity.

The brand damage could be irreversible. Case in point; Nate knows insiders at a billion-dollar company that used this model.

They lost complete deliverability and were spam blocked on every server out there for their primary domain email because of this methodology.

Nobody talks about it and you’ll never hear it in the news because nobody wants to be looked at like this. 

One myth is that a BDR can engage the executive market successfully and consistently.

If you want to go down that route, it’s only going to be successful if there are a lot of executives involved, a lot of systems in place and it is SUPER expensive. 

Nate knows of one company that did it but they spent $20 million a year to get 8,000 meetings that were back qualified with only mid-level executives. It is possible, but it took them several years to do it and a huge budget to make it happen.

One of the core strategies of Nate’s systems is called The Impact Analysis.

I’ve been through it and I consider myself a pretty sophisticated marketer. 

Full disclosure…  It broke my brain at first. It turns the dial ever so slightly but is so effective it produces 2 – 10 times more revenue.

The Impact Analysis is the process of identifying value. 

What is your value in the eyes of your buyer and how do you articulate that in the most authentic, quick and effective way? 

Most companies don’t do this very well. They have analyses, ROI calculators or methodologies for valuing their service to the market, but usually, it’s not a C-suite-level analysis.

The Impact Analysis process goes through a handful of things you want to identify;

#1 The Core Value of the Company: Figuring out your storyline so you can accelerate the lead flow, the quality flow and quantity flow at the same time. In essence, it’s a tool that supports the sales process on the back end to articulate value, raise your prices and get faster decisions. 

“Perception is reality.” Every company has a perception of what they think they’re selling to the customer but the customer has a different perception. It doesn’t matter what you tell them, their perception of value is going to be different and sometimes the value you’re delivering is different than what you set out to. This system figures out the customer’s perception and articulates it in a better way.

#2 The Sales System:  This is the report stage of developing a relationship that wins businesses. From top Fortune 500 companies to solopreneur management consulting firms, they all have the same needs. To have meetings with relevant buyers, and be able to win that business. 

Nate likes to call this process relationship building rather than sales. Everybody has a challenge and a goal and there’s some gap between them. As a salesperson your sole job is to help identify that gap and shrink that gap into something better. 

Most salespeople don’t do that. They show up and they throw up. They pull up their deck, and “let me tell you all about me and this feature and that benefit.” Boring. They hire a bunch of robot kids out of college to just follow the deck and then speak the track instead of solving their problem. If you can solve their problem in the right way, you’ll get significantly larger clients and more referrals and that’s what Nate’s process teaches.

Nate and his team are so confident and good at what they do that they offer a guarantee that they will deliver for you — and his process works. 

His company has a mission. They want to accelerate the growth of conscious and transformational companies in the world. They want to leave their mark on the world by accelerating that growth for companies that are doing good for their people, good for the world, and good for social causes.

Head over to www.LinkedStrategies.com/Sales to access a free bonus sales training video and cheat sheet that Nate and I created. It’s essentially a toolkit that’s filled with strategies that are easy to implement, plus  a role-playing component.

In less than an hour, you’ll be able to digest some very advanced content. It’s super valuable and I can practically guarantee you that just going through this will improve all of your sales capabilities whether you’re doing the selling or you’ve got a sales team. OR chat with Nate and his team by emailing [email protected] 

Here’s where to go Watch.

Published November 12th, 2021

Sales & Marketing

‘Bullish’ marketing industry plans to boost spending power in 2024

Courtney Shields

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‘Bullish’ marketing industry plans to boost spending power in 2024

UK marketing leaders are gearing up for a ‘bullish’ 2024, with more than 70% planning to boost digital budgets this year, new data shows.  

Following four years of economic flatlining and commercial pressures for many of the UK’s top marketers, 2024 is expected to see a resurgence in industry optimism, with increased investment being directed in key growth areas including AI, websites, SEO, broadcast and podcasts, as well as email and content marketing.  

The data from more than 500 UK marketing leaders, commissioned by search-driven content agency No Brainer, is available to in-house and agency marketers now. The first report is called the 2024 eCommerce Trends Report

In addition to No Brainer’s findings, a recent Statista report indicates the eCommerce market is set to reach a projected £100b ($124b) in the UK for the first time in 2024, and eComm marketers are poised to make 2024 the year they seize a greater share of consumer spending.  

The report by No Brainer also reveals significant spending growth in key areas of marketing, with many marketing decision markers saying they intend to invest over 60% more than they did in 2023 in the following areas: 

  1. AI: 64% to increase spend by as much as 60% 
  2. Website: 64% to increase spend by as much as 60% 
  3. SEO: 62% to increase spend by as much as 60% 
  4. TV, Radio & Podcasts: 59% to increase spend by as much as 60% 
  5. Email Marketing: 58% to increase spend by as much as 60% 
  6. Content Marketing: 57% to increase spend by as much as 60% 
  7. Digital PR: 57% to increase spend by as much as 60% 
  8. Influencer Marketing: 56% to increase spend by as much as 60% 
  9. Organic social: 56% to increase spend by as much as 60% 
  10. Paid search: 55% to increase spend by as much as 60% 

Some of the highest budget increases came from marketers working in sectors including Education with 69% increasing by up to 60%, Finance with 64% increasing by up to 60%, and Retail with 56% increasing by over 40%. Only 14% of marketing decision makers said they’ll be dialling back on budgets in 2024. 

Gary Jenkins, Director at No Brainer, said: “Four years of rising costs, inflationary pressures, and squeezed budgets has made life tough for UK marketing leaders tasked with delivering growth, but we’re expecting to see that turn around in 2024 with many taking a more bullish approach in terms of spending power. 

“This is great to see, and not just because we play in this space, but because if businesses of all sizes are serious about recovery and growth, then investing strategically in the right areas of marketing is crucial. Sadly, in challenging times, these are the things that can often be the first cut.  

“When every penny matters, like it has in recent years, then there’s a laser focus on marketing leaders proving the value of every pound they spend, and quite rightly. It’s got everyone challenging the ROI of their spending across every marketing sector, and the same rule should apply with these increased budgets.  

“It’s about putting them to best use. A solid, strategically planned marketing strategy can unlock new audiences, drive more revenue from existing ones, and drive more brand loyalty and advocacy, so it’s still a case of spending smart, even if spending more.” 

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

Tags: budget, Content Marketing, seo, spending, websites

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Sales & Marketing

Why social listening platforms can’t listen – and how SocialVoice is looking to step in

Courtney Shields

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Why social listening platforms can't listen - and how SocialVoice is looking to step in

The market opportunity for brands who get influencer marketing right is huge.

According to Goldman Sachs, the creator economy is worth around $250 billion (£205.4bn) today. By 2027, it could hit $480bn (£394.5bn), in line with predicted growth for global digital advertising spend. In line with this trend is an increasing preference for brands to use nano- and micro-influencers in their campaigns. The State of Influencer Marketing 2023 Report puts this at 39% and 30% respectively. With the rise of trends such as FinTok and others front and centre, no longer is there a subject which cannot be touched by an influencer; someone passionate, authentic and knowledgeable enough to earn consumer trust.

Getting the right influencers, in terms of what they say, how they say it and how many people they say it to, is therefore vital. Indeed, an entire martech sector has mushroomed in the form of social listening. Yet Nicholas Greig, chief revenue officer at SocialVoice, has a problem with the term.

“Social listening platforms can’t listen,” explains Greig. “All they can do is scan the metadata.”

While social listening tools can look at hashtags and comments, crunch engagement rates, and look at the sentiment of the written word, SocialVoice believes there is no tool currently on the market which can get ‘inside’ a video and analyse the voice. Until now.

The aim of SocialVoice is to enable analysis of an influencer’s past activity, through every frame of every video on every platform. Tone of voice can be analysed, beyond the written word, to assuage fears around brand safety as well as brand fit. This can go from the usual sentiment analysis to understanding personal versus corporate tone, to extrovert versus introvert, to liberal versus conservative. “Because we’re moving to nano- and micro-influencers, we’re not bringing them in for shoots anymore, so we’re relying on the quality of their recording,” explains Greig.

From a technology standpoint, it will not be a surprise that AI is at the heart of the solution, with three primary facets; deep analysis using machine learning tools, statistical approaches to identify pattern correlation across time-based events, and processing at speed. Almost two thirds of those polled in the State of Influencer Marketing report (63%) plan to use AI in executing their influencer campaigns, with two thirds of those brands using it for influencer identification.

What this looks like in terms of product is the Influencer Integrity Report, the first go-to-market effort from SocialVoice. The analysis of time-based events and processing at speed is combined so brand managers can input the influencer link and then get a report soon afterwards backed up by industry standards – toxic and profane content is based on GARM (Global Alliance for Responsible Media) metrics – and headlined by an overall trust score (left).

In the example MarketingTech saw, regarding a well-known influencer in the skincare industry, a specific brand appeared 273 times based on hashtag and written word analysis. For video scripts, the brand appeared 3648 times (right). Tone of voice noted variance between neutral and joyful.

Greig believes this will solve a fundamental industry problem. “We realised that there were some very big problems in the world of influencer marketing that, despite its growth, were affecting uptake from industry sectors such as banking, or from industry sectors where compliance and conservatism was more prevalent,” says Greig.

“These problems come around the fact that not a single influencer discovery platform in the world can be trusted to do proper vetting, or background checking, of the influencer,” adds Greig. “Checking influencers takes hours, and they can’t go back and check everything that an influencer has ever said – so they cut corners, they look at a random sample of videos, and then they go into a campaign [with a] lack of trust in whether the influencer has any hidden surprises in their background.”

While it remains early days, Greig notes that the trust score is the key element for customers on board thus far. The company has trademarked the term ‘trust my voice’ in anticipation not just of this, but for future cases beyond the brand and agency side. “One of the ways where we see this going forward is that influencers themselves on their profile will have a ‘trust my voice’ link,” offers Greig. “They’ll have that from a software as a service perspective.”

SocialVoice is exhibiting at the upcoming DMWF Europe event, on 21-22 November in Amsterdam, with something a little more enticing than usual. Those who visit the stand will have the ability to have one free check of an influencer of their choice – so the company has a strong bet on their value proposition.

“I think it will shock people as to just how limited the information is they have to make right decisions, and just how open they are to problems,” says Greig.

“We are still very much in a concept [phase],” he adds. “It’s going to be very difficult for anyone to compete against us. It’s not just the AI ability, it’s the scale of what it is that we’re doing; it’s the ability to do it at speed and do thousands of influencers at the same time.”

Insert picture credit: SocialVoice

Photo by Daniel Gaffey on Unsplash

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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Clevertouch creates European consultancy and empowers marketers with AI marketing automation

Courtney Shields

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Clevertouch Marketing, a marketing technology consulting and service provider, has formed a new strategic team to drive customer conversion from martech across its European client base.

This, in conjunction with new AI product development in its proprietary Momentum software, will bring productivity in martech to the forefront, at a time when marketers need it most acutely.

As Clevertouch Marketing changes its overall name to Clevertouch Consulting, the company has created a senior team focused on client revenue generation, customer insights and conversion metrics. The team is also investing in the development of new powerful AI marketing tools.

The development of ContentAI, a feature within Clevertouch Consulting’s Momentum software, ensures artificial intelligence is driving maximum productivity within Clevertouch customer marketing teams. It allows the rewrite of email and landing page content, greatly improving the capabilities of marketers and reducing the time it takes to launch assets. ContentAI is backed by a unique persona toolset that allows marketers to ensure generated content fits the tone and personality of the teams and the business. Momentum is used by leading brands such as Fujitsu, Atos and British Land.

To support this, Clevertouch Consulting has strengthened its leadership with a mix of promotions and hires. Elaine Webley has been appointed as COO and CMO to lead operations and marketing strategy, having previously served as Managing Director and Client Services Director. Stuart West, previously Vice President International of BrightTALK, will hold the Chief Revenue Officer position and lead the team across its services and SaaS products. Jamie Burrell, responsible for the company’s consulting services, will take the position of Chief Strategy Officer, and CEO and founder, Adam Sharp, will provide ongoing leadership and market insights. Lucy Larner also joins Clevertouch as Chief Financial Officer after fifteen years in various SMB finance roles.

Adam Sharp, CEO at Clevertouch Consulting, said: “Economic times are tough, and as marketers we all have to sharpen our focus on revenue delivery, customer conversion and productivity within our day-to-day activities. We are committed to investing in the most advanced marketing products and services, driving the efficiencies created by AI, but also backed by a super strategic team to give clients the best possible business outcomes.

“Our name change reflects the changing nature of the business and the desire for clients to bring the martech capability in house, with the support of Clevertouch Consulting to optimise their investment.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

  • Duncan MacRae

    Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

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Tags: AI, Clevertouch, consultancy, Europe

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