In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks with the Author and Marketing Technology Trailblazer of Modern Revenue Strategies, Mark Osborne. Mark Osborne is a seasoned expert who has worked with CEOs, founders, and sales leaders in early-stage B2B firms. His focus is on helping these companies build systems for generating revenue. This includes attracting the right prospects, accelerating deals through the sales pipeline, and activating existing clients for renewals, upsells, referrals, and testimonials. One of the key points Mark emphasized during our conversation was the importance of understanding the ideal customer and their buying journey. Mark believes many companies must take the time to truly understand their customers and context, leading to ineffective marketing strategies and wasted ad spending. Mark suggests a differentiated positioning strategy is crucial for creating awareness and generating demand at the top of the funnel. He advises relying on advertising or content with a clear differentiation from competitors. Mark's approach to working with clients starts with a diagnostic to identify strengths and weaknesses in their revenue systems. He can create a 90-day plan to accelerate growth by diagnosing the areas of opportunity. Mark highlighted that his clients often experience a doubling of leads within the first 90 days and offer a 10x ROI guarantee within six months. Mark emphasized the need to focus on the ideal customer profile and craft messaging that resonates with them rather than trying to be a perfect fit for everyone. By attracting the right prospects, businesses can move faster through the sales pipeline and achieve more renewals, upsells, and referrals, ultimately dominating the marketplace.

Key Points from the Episode:

• Importance of understanding the ideal customer and their buying journey
• Creating a differentiated positioning strategy
• Challenges of lead generation
• Need for a holistic view of the customer journey
• The changing landscape of B2B marketing accelerated by the pandemic
• Importance of patience and empathy in understanding the customer's experience
• The trend of buyers wanting to distance themselves from vendors
• The importance of focusing on the ideal customer profile and crafting resonating messaging
• Mark's approach to working with clients, including a diagnostic and 90-day plan

About Mark Osborne:

Mark Osborne, recognized as a "Marketing Technology Trailblazer" by AdAge Magazine in 2017, boasts extensive experience crafting Revenue Systems for SaaS, Technology, and B2B Services firms. Mark's expertise lies in integrating Sales, Marketing, and Customer Success strategies, particularly for organizations navigating complex sales cycles and intricate buying committees to secure substantial contracts. A seasoned communicator and team leader, Mark excels in researching markets, competitive positioning, and executing creative Go-To-Market strategies. His proficiency extends to Demand Generation, Lead Generation, and Revenue Growth through Account-Based Marketing, Sales, and Customer Advocacy programs. Mark's accessible insights cater to C-Suite, Marketing, and Sales Leaders adapting to the evolving B2B landscape. Beyond his professional pursuits, he enjoys sport fishing, indulging in Tiki drinks, and catching the latest movies with his wife.

About Modern Revenue Strategies:

Modern Revenue Strategies offers CEOs and Sales Leaders of early-stage SaaS, Tech, and B2B Services firms a sanity-saving approach to business growth. Unlike traditional tactics and fleeting growth hacks, the focus is on proven marketing strategy, delivering predictable growth and often doubling revenue and pipeline within three months. The system emphasizes scalable processes over ad spending and growth-chasing, with many clients experiencing a remarkable 10X Return on Investment. The B2B Growth Systems provided by Modern Revenue Strategies liberate businesses from financial uncertainties and campaign prioritization struggles, allowing leaders to concentrate on customer service and product development. Their #1 Best Selling B2B Marketing Book on Amazon unveils a Proven 5-step Growth Framework, addressing key aspects like attracting the right prospects, accelerating deal pipelines, and activating renewals, upsells, and referrals. Offering a cost-effective alternative to hiring a full-time marketing executive, Modern Revenue Strategies is designed to guide companies through the $1M to $20M ARR growth phase, delivering top-notch solutions for marketing leadership and propelling them to the next stage of success.

Tweetable Moments:

12:40 - “ What happens is when you don't have systems in place to attract the right prospects and then work them through the process, you wind up with sort of the leftovers in the marketplace.” 14:20 - “The default of the lazy marketer or the lazy PR person is just spray and pray.” 16:26 - “You're better than your competitors yet just talk about why your way is the right way to solve it, and move them through that stage of the informational journey.”

Links Mentioned in this Episode:

Want to learn more? Check out Modern Revenue Strategies website at https://modernrevenuestrategies.com/ Check out Modern Revenue Strategies on LinkedIn at https://www.linkedin.com/company/modern-revenue-strategies Check out Modern Revenue Strategies on Facebook at https://www.facebook.com/ModernRevenueStrategies Check out Mark Osborne on LinkedIn at https://www.linkedin.com/in/remarkablemark/ Don’t forget to subscribe to The Thoughtful Entrepreneur and thank you for listening. Tune in next time!

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