B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 months ago

108: How to Deliver the Experience Your Buyer Wants w/ Josh O’Brien

ABOUT THIS EPISODE

Buyer experience and customer experience aren’t the same. There’s a lot of overlap, but buyer experience comes down to the answer to this question: How does the buyer want to buy?

In this episode, I interview Josh O’Brien, Cofounder at RevShoppe, about best practices for creating a consistent buyer experience across the funnel.

Josh and I discuss how buyer experience relates to channel, brand, and persona, how to create a sensitive and personalized buyer experience, the importance of the psychological profile, and technologies that contribute to best buyer experience practice.

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, Spotify, or our website.

Listening on a desktop & can’t see the links? Just search for B2B Revenue Acceleration in your favorite podcast player.

Me and to so Ropsha or thinking aboutthe bier experiences. How do we meet the buyer where they are? How do weengage with them on the channels that they want and, more importantly, how dothey want to interact with your brand? You are listening to be to be revenueacceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into theshell. I welcome to be to be a rover. You CELERIO, my name is olate and I'mhere today with judge Obrian Confonde of ragshop. How are you doing today?Jush, I'm doing great man thanks for having me O. Are you absolute pleasure,I'm great why it's kind of twenty eight degrees in the UK Devoren, so I'msurrounded by fans I can see at you've, got for the Bove Yard, but at it's niceand warm where we are so nothing to complain about today we will be talkingabout biopic. Are you delivering the experience your by Your wants toreceive? That's that's good. You know. I've got way to Dodett that, but beforewe get into the conversation, can you tap a little bit more put yourselfjudge, but also must I poty for your company rig shot. So what was the basisFoco company and and what is it that you gays are doing right now sure yeah?So I'm one of the CO founders here and what Repsol is? WE HELP ENTERPRISECOMPANIES SCALE ON SALES ENGAGEMENT PLATFORM, specifically outreach andsales soft, and that's around operations, messaging enablement andreally building centers of excellence and operatingmodels to scale organizations on those platforms. So I've been to using funnyenough. I was working next to sales off when sales lock was probably five employees in Atlanta Tech,village in Atlanta. So I've been watching them for for a very very longtime, and then I got hired as one of the first sales tires of the companycalled Dadaist, who eventually got bought by Tomento, and we were one ofout reaches Alfa customers so been around those platforms for a long time,been a big fan and and release all the potential of those things. And then,when we got bought by ZUMAN FO my girlfriend, I sold all our stuff onetravel of two thousand and eighteen, three hundred and thirty seven days out of the country, twenty sixcountries and we're in some consulting, and you know it kind of just evolved intowhat it is, and we sound our first deal in July of two thousand and eighteenand a little arban being roam Italy and never look back since then that sons, wonderful! Why IT'S A greatstory! I love the fair. She actually left everything then, when travelingwent away to open up r o your raison renew and- and you know it's probablythe best thing you can do from an experience perspective- you may as welldo it now. You did because as well, which is contested, great timing, yeahso right before coach, and you never. You think you test your relationshiplike living with a person but try living with. You know your girlfriendand spending twenty four hours a day...

...with them. In you know, foreigncountries, where you can't speak the language so tested a lot of a lot of my patientstested a lot of our relationship and a lot of growth came out of it too. SoI'm very thankful that we got the opportunity to do it. So you ask Tim,together at the kids, were still together and she's my business partner.So now we have business together to add one more play relationship. Yes, that'sanother lay of complexity, Tsha! Next, really, that's good was great to Ye tojudge before we did into to the pig. I just want to make a distinction betweenbio experience and customer expince in the preparation of this appease quitefrank in quotannis, a would associate them as exactly the same thing, butafter speaking with you on Eston, impacting different stages of the samecycle. So would you want to just take a couple of minutes to Garif that toeligent and explain the difference from your conspecta between by ourexperience and customer, explains Yeah Yeah, of course, and you know, I thinkthey tend to be synonymous and there's a lot of overlap between the two. Butyou know to me and to a robson or thinking about the bier experiences.How do we meet the buyer where they are? How do we engage with them on thechannels that they want and more importantly like how do they want to interact with yourbrand? How is your brand perceived by them and we're thinking about that? Youknow precess. So, for example, we have forms on our website. We comein bound. We have a channel communication preference, so somepeople like to be called some people like to be emailed some people like tobe text, and I want to make sure that they're accommodated to do that and Ithink a lot of companies don't think about things that way, because we'vehat these historical marketing engines, where it's just hey you come in, youget a form automatically sent to you by email and then hopefully, someonereaches back out to you. I versus the customer experience you're already acustomer by experience does play into that. If you're trying to you, know up cell or cross cell oranything like that, but I'm thinking about customer experience, more postsales, you've already booked the revenue and that's what I think tolineated to the two of those okay. I think that makes perfect sense. So so,let's focus on the on the by explains here funny enough, I was listening to a felt.What gets recently now took in to a case clients. I seem that there is a, I guess, a fair show company, maybe notto over complexify ing the sons process of the same cycles, but now they aretrying to put their raps on their as in like some sort of cage where you've gotto get the discovery call, and then you need to do your demo and then you dothis and that and the try to form at each in the way where it's like prettymuch selfish from the sense. I got Dos Pectine, that's just the prospectperspective and I guess we could almost say it. We could almost CROIT incensivetowards the expiant of the Bio. So for...

Oval, do you see a lot of companiesputting in this trap? Yeah Yeah? I mean, I think it's just ait's the nature of business you know, and especially in America, withcapitalism more. I think a lot of companies are looking at people asnumbers. You know, and a lot of sales raps are looking at people as numbersand not people. So I think it's easy to fall into the trap of this is the process and we need to fitour reps into this box and make something that's replica and scalable,but to your point about it being insensitive to the person who is going to buy or potentially byyour product that tends to get thrown to the wayside, because people are justlooking at how many activities can I hit and how many emails can I get outto this person? How many times can I cold call, and how does that acquit torevenue versus actually thinking about what the buyer is? Who the buyer iswhat their psychographic profile looks like how they want to be engaged, whattheir preferences are, and things like that? So I think a lot of companiesfall into that trap and I think I'm really loving the shift to the chiefRevenue Officer position to revenue offs really bringing marketing in salestogether yeah, because they've historically operated in these silos.Where marketing is saying, I need to get these MLS. I need to get thesemarketing accepted leads and sales is like. I need to get these salesqualified needs. I need to book this revenue and they're camped on tocompletely different things. They have two completely different goals andthere's no uniformity and there's no collaboration across those teams,especially in larger organizations. So that's really what rep shop is helpingto do, but it's beautiful to see this position come to light and C MOS moveinto a cro position. Our VPS we've been to the C cro position and reallyoversee everything from a revenue perspective and make sure that salesand marketing are super line that the man programs from marketing are comingdown to sales and to sales, development, and everybody is speaking, the samelanguage being very thoughtful and being very intentional about how theydeliver that message and how they deliver their brand yeah. Now I go backto you grew it you and then do. Have you seen some some example whereprudentially that kind of rigid, robotic sensical of step, BAS, stepsand ten steps in the process- and you know this and then you that I actuallywalks. I think it works in theory when you have the path- and you knowwhat the next step is. That's a great thing yeah, but thosesteps need to be valuable to your point about being robotic. Yes, the process is great, but we can'tfollow the process, a hundred percent. Every time you have to be able to beagile, you have to pivot. You have to think about again going back to the barexperience. How are we going to engage...

...this person? You know, I think it takesa lot of testing and it takes a lot of things that you know. People either don't have the band. What to do?They don't have the expertise to do, especially in out reagion sales lotwith very nason technology, and it's just you know sometimes seen as thisemail automation platform, but there's a lot that goes behind it. You know, Ithink it people don't think about the how flexible these things need to beand how to coach their reps to say this is when I go by the book, and this iswhen I can color outside the lots yeah now you know what I think. I think Ithink, if you are very comoedie communities. Wars like he of stuff is,is a community people already have one and you sitting an other one or if you are in a very low value. Youknow what type type of sense process of where you need a lot of velocity. Ithink it in something like quite rigid and train to get andred drugs, repssinging the same thing and at the same time and a tune sendence tuff doesn'tmake sense because you can really measure and it doesn't really matter ifshe was a dim. But what I see with our customers, you know probably you good en eight. Eighty per sort, O four customers are creatively destructive.They have different by our toto name the journey, and you know I think it'sabsolutely critical to adapt to the bay o personal and put the person and putthe clients put the Prospectus say in the center discerns process. You knowwhat do they want and now can you add them that he's trying to push thing atthem is trying to? Let them ask you the question and pool which is kind oflinking me to my next question. Of course everybody is different, andpeople like to be treating treated in different ways. Some of them wants togo, get harder. Education done online, some as all we go to the network andwhether I give it they've got the send names free Tante, just by you straightaway, some that we actually like to speak to a Sans Person. I don't knowmany are left, but maybe a few so so my question to you is: How can companiesensure that they didn't, even by your experience, that by the buyer, actuallywant to receive yeah? So I think there's a couple things, one. The firstthing on the marketing side. You know going back to my example earlier in theconversation ask on your forms. How do you want to be engaged? I think ittells you a lot about the person it's going to tell your sales person a lotabout that person wants to engage, I've run wholesale psychos just through test,and I've never sent an email until the proposal or the SA Right, whereasothers, you know straight email, others that creates slack channel sport likeyou, just have to think about where these people want to live, and you haveto talk to your customers about this, especially if you, you know, only havea few a few personas or even if you have a lot of persons, but you know inthe beginning, you have to start small and think about. I say psychographicprofile a lot. So thinking about the psychology of the demographic that youhave so I always use the example of a itperson or an engineer, a network architect or something like that.They're getting hundreds of emails a...

...day from network monitoring platformsfrom crowd strike from security from everything like good luck getting intotheir inbox right. So not only thinking about the experience that they want,because they don't want more emails, they're, probably on read it they're,probably reading blogs on medium, but how do we break through the noise andget to them on other channels and if you're going to email like email outside of business hours,because they're burning midnight, oil, they're, probably coating, they're,probably working the night shift doing the security monitor and stuff likestuff like that? We've got tons of success like emailing people atmidnight, and you know sometimes that pisses peopleoff. But you know I'd rather ride on the rod on the edge. Then you know thencolor inside the lines. In some cases, yeah I'd say that you really have tothink about the the person breakdown, the person as break down the profile.How do they live? What channels do they live on? What channels do they want tobe engaged on? And then the next thing thinking about like? How do youincorporate that into a cadence or into a sequence based on those channels, andthen you have to test those things. You know and you get a big enoughsample side. You take that data back, you analyze it and then you shift throwstuff in the wall figure out that works and then keep moving, not agree with you. So would you we, Isee o most like a an algorithm. Is You know you speak to someone? You may havethree option depending on how they want to receive the information or what thenext depit from the prospectives of transit actually asking the question. II the I the idea of feeling of the form. In fact I was reading a post aboutabout what I will mention in that set some some game or the CA of ofredplushed UK, and it was complaining about to see being cold and one of thething that he meant his to look. Most people just come in Rome pitches at me,and they don't even know what they do. They don't know, ask me O O, I n to getthe information and they could actually cope the well to just ask me a fewquestion at the beginning, say: Look, you know this is what I want to do.This is what I would like to convey. What's the best way to actually get theinformation, and in fact you know some of some of the teaty was suggesting ispotentially you know letting them speak to someone that in that team with thendo you think it a line of contact with him and then coming back into tracitus?You know really having the flexibility of feeling that you, an the prisoner ofthe sorse process, but also not being face to have adiscovery, could, if you actually want to dim. So so I think you I've on thelot of prospect, also speaking about unnecessary Testin, the process o thinbefore we do the day we ate to to tell you about the solution, because it's socomplex and when you say things like that, you actually make the prospectfeel feel like an India like an idiot and- and you know it's quiteinteresting- to look at it from the prospect spectives and see. What doesthe you know when they've got to say we have a couple of customers also that abe scratching the back of o their head,...

...because obviously everybody wants tobid that revenue generation engine where you can say I've got to send Ip,that's increasing my valuation or so great stuff and whether he a couple ofcustomers, we, interestingly, we bing service with the prospect. So whenpeople will get to the proof of concept of pre to the get the proof of consent,they said. Look, you know, obviously we won't move forward together, but wejust want you to do a self about your expirent. To be honest, you know we candid about the things that you think we should include. We should amenerait eprocess and I think that's a great igiots, because I think when you dothat sort of things comfible y shows a little bit of Huminis, but also itprobably put you in your position where, if whatever the prospect is doing rightnow he's not working, you probably remember you as the good person rightand you probably live a good taste in the mouse. It's it's interesting, butif you are the the let's say you bid or Taed online day with taking to scores.How would you deal with it? Just what could you recommend for the for thesense people are listening today and they are probably a big prisoner ofthat stuff. They've got the manager on Ting, then they should do it that way,they may feel something that the prospect doesn't want it. So what youdo I come from five dining for eleven years and I'm always thinking aboutthings from the customers Lens. That's what I've really tried to do and whenyou come to work you tend to leave your real personality at home, yourauthentic self at home, and you have to build trust in these relationships andyou have to be authentic and you have to be yourself- and I think you knowsometimes it's very difficult when you work for large organizations who youknow, have these rigid processes and things. But you know in general,usually when I get on a sales call, I ask Hey: Why are we here? What do youwant to take away from this call, and then we go through that? We makesure that everything is addressed, that they wanted to hear, and then we finishoff, and you say how do you want to buy? How do you normally buy? This is what Inormally do, and this is what tends to work best, but you know yourorganization best. You know what you guys are trying to achieve. Tell me howyou want to buy and we can go down that direction, and these are the peoplethat we probably need to speak to and we can bring them in a room I'll. Letyou navigate that and then like hands off from there, and I usually set up ablack channel for them. It gives me instant access. It builds that bondbecause now we're you know if you're in slack you're in slack with your company,with your college with people, you know and trust, but now you're in a slackwith me with someone that you don't know and it kind of mimics one sametrust that same relationship and I've found that to be to be super helpful,just create a new slap channel. PUT The companies lot go on it, invite themother people get involved, invite them to. I don't have to deal with emailanymore. I have direct access to to my prospects. We can have normalconversations like protection, licer,...

...colleagues, and that really starts tobuild that trust and we get to move and accelerate a lot faster, but I run anenterprise sales cycle. You know we sell to a lot of fortune five hundredcompanies, so it tends it's going to be a little bit different when you havehigh velocity sales or you know a highly transactional product where youknow you're just turning and burning yeah. Now that that I completely rewith you a corporate degree. Is You just so, and I want you to come back orto to something that you mentioned only on so Arion? You are speaking about thedifferent sines in terms of marketing marketing, doing the enters and thesaviges et CETERA. CETRA. Really, my question to you is: Do you have anybest practices to share on out to make sure that all those departments, theline to provide the best ix customer experience? So sorry, the best bioexperience in any stage of the final yeah? You just have to have opencommunication lines with everybody involved, I mean. Typically, ourprojects were talking to marketing, to demand an to marketing ops to sales.OPS to you know repos. If they have it sales, people SDRs it legal andcompliance of these people who don't have visibility on you know. In my casethat reach your sales loft and you know other things like videar and Sanoso,and lead data, and all these things. If you're marketing like we're living inAliquo, you're living in Marquette, you don't really necessarily know or maybeeven care about out reach, because it doesn't matter to your to your quota,your performance, but it really helps to bring everybody together. At leastonce I prefer weekly. But you know we're all wearing twenty five hats, andmaybe we don't have the time, but you need to give visibility to people onwhat's happening and put it in a centralized place. If you have a bitool and that's your source of truth for analytics, put it there if salescourses your source of truth and you want to build a dash board, so you cangive everybody, you know, one click visibility. They log in. They seeeverything great send that report out once a week keep everybody up to day.Let them know how many dormant contacts we have in our sales engagementplatform that might not be making it back to marketing ot needs to fix thatthey need to fix the connection, make sure they're getting back nurtured,like you have to feed the people in your organization and empower them todo their jobs better and vice versa. So that's really a lot of what we what wefocus on with the change management piece, it's breaking down to Saltos,bringing everybody's the organization. What do you care about? How are youcalmed? How do we make your life easier, build that ven diagram there's going tobe outliers we'll get to them later, but, like these are the core priorityitems that everybody cares about. So how do we streamline those technologiesand that go to market strategy? Okay, so you so you do you believe thatichnology actually play an important part in the process, but I do I thinkabout this. As you know, a lot of companies- and it's not just salesengaging platforms, its sales course, so it's Marquet, it's whatever themachine tends to run the manor woman and not the man or woman running themachine, and if you fall victims to that, it's very easy to get sucked intothis universe. Where you're, just you...

...know, mass blasting, a bunch of yourprospects and you're. Not Thinking about this you're, just trying to hityour numbers so yeah I mean technology plays a huge part of that and we thinkabout wrapping the technology around. What your sales process is at the endof the day, were all people, but we bought this technology to make us moreproductive and help us with our job. So how do we take these technologies andmold them around what you guys do and help enable you to sell better and youto deliver a better by our experience? Yeah. I agree we just that we get intoour ten of the conversation to the a was during inside for so sank. I M foryou, I'm put today and if anyone wants to connect with you and and long moreabout triphon and put the go, you could end the most was the best way to get inhis case. Yeah rap shop on Linkedin, rap shop, com, R E V, S H, O p Pecome,I'm always open to chat. You can find me on Linton Johari, an a my travels oninstagram. The OB tries the OB. I E T R, I C so there's a rapper oberes. He was in d twelve. My lastname is o Brim, so I just ran with that and a sort all my friends call me andthen spend my name since I don't know for seventeen years, probably going outDoube trice. I found you just a Bryan there. It is. You can see a beautifulpicture of the the Italian pecum not in yet I've requested you so now we wellsee, if were social friends on that you know you should never accept you. Iremember that fire but take the podcast down. If I don'taccept you, I was good though so so things for thatjudge. I think he was it was just fool: You've been listening to be to berevenue acceleration to ensure that you never miss an episode subscribe to theshow in your favorite podcast player. Thank you so much for listening untilnext time. I.

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