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Home / WMTW 010: Eric Keiles on inbound marketing’s secret sauce [podcast]

WMTW 010: Eric Keiles on inbound marketing’s secret sauce [podcast]

Posted by Toby Jenkins

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Updated on November 22nd, 2019

Tweet this podcast with Eric Keiles >>

Eric Keiles is the co-founder of Square 2 Marketing, one of the world’s largest inbound marketing agencies and a Hubspot Platinum partner. He’s co-written 2 books with his business partner Mike Lieberman – Reality Marketing Revolution and Fire Your Sales Team Today.

Eric Keiles

“The secret sauce to inbound marketing is traditional outreach.” Eric Keiles (tweet this).

Mike, Toby, Adam & EricAdam and I had read their book and been following their work for a few years before we were able to meet face to face in Boston for Inbound 2012 – an inbound marketing conference. Sharing a passion for inbound marketing meant there was plenty to talk about over a few beers at the bar on the first night. The next day they also joined us for a quick interview.

It was great to have Eric as a guest on Web Marketing That Works podcast.

My highlights from the interview were:

  • The importance of great stories to cascade your strategy into your tactics
  • The simple process to follow to create those great stories
  • How you can use Edge-crafting to make your business remarkable (a term I’d never heard before)
  • The secret sauce to inbound marketing is what you do to actively promote your content
  • Eric’s explanation of how to merge your marketing and sales teams into a revenue department

There are more detailed show notes below.

If you liked this podcast, please click to tweet the show>>

Show Notes:

02:20 – Eric’s marketing philosophy is “Strategy before tactics” – great stories cascade down through the tactics
03:10 – Stories help to differentiate products and services
03:49 – Eric tells a client story about unsexy safety products and how they crafted the powerful story of “everybody goes home safe tonight”.
06:00 – How they turned an Accountants/Tax advisor into a “tax warrior” service helping to fight the IRS.
07:24 – How Eric uncovers stories for clients:

  • Start with the target market – profile (who is your favourite customer?)
  • Create a persona of that person
  • Demographics
  • Psychographics
  • What are their pains and problems?
  • Solutions that are truly remarkable things and haven’t told world.
  • 3 day service to 59mins

Part 2

09:25 – Edge-crafting story for the hair salon – men wait an hour for a hair cut, smoked windows, sports, beer on tap, stylists dressed in fantasy costume, not topless.

11:35 – What has worked? The secret sauce to inbound marketing. A blend of inbound marketing and traditional outreach. Got to take the content and put it in front of your customer!

12:54 – What hasn’t worked? B2C companies have been really difficult. Content doesn’t have time to take hold.

15:48 – The Ugly –  Marketing and Sales conflict – 3 out 6 people retrenched. Forced them to dig into the client’s sales process as well.

18:20 – Digging into Marketing and Sales working together as a revenue department (based on their second book). Square 2 Marketing implemented it 7 years ago – sales and marketing people in the same room and created a new role of “Sales Guide”.

21:59 – Marketing is now accountable to revenue in a revenue department. Everything is quantifiable.

22:47 – Who have you learned from?

  • Marketing – Seth Godin. Favourite – Purple Cow.
  • Sales – Jeff Thull – Mastering the Complex Sale
  • Ben Franklin – invent 20,000 – Philadelphia

24:23 – Final advice – Small leap of faith to get started.

Resources

Eric Keiles and Mike Liebermann’s books:

Reality Marketing RevolutionFYSTT

<<  Reality Marketing Revolution

Fire Your Sales Team Today >>

Connect with Eric:

  • Website: www.square2marketing.com
  • Twitter: @Square2

Mentions, influences and resources:

  • Content Marketing Promotion Template
  • Content Marketing Sales Funnel
  • Web Marketing Report Template
  • Seth Godin’s Blog
  • The Purple Cow – Seth Godin
  • Mastering the Complex Sale – Jeff Thull
  • Ben Franklin

Did you like this podcast?

If you liked this podcast, please click to tweet this show >>

If there are any guests you’d like us to interview, please leave a note in the comments.

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  • About the Author
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About Toby Jenkins

Toby Jenkins is co-author of Web Marketing That Works. He also released 33 free marketing templates, is CEO of Bluewire Media and co-hosts an iTunes podcast and has written for Fairfax Media, ProBlogger, Jeff Bullas and many other blogs. Toby is an Athens Olympian.
  • The Olympic story I reluctantly shared - Nov 20, 2015
  • Time Management and Productivity Hacks of Billionaires & Olympians [Podcast] - Nov 18, 2015

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Posted on May 3, 2014

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