It’s not often that you get to sit down with a man, a myth, and a legend all at the same time.
But that’s what we got to do recently with Dan Tyre, Sales Director at HubSpot.
Dan is a different kind of horse. The bridge between the old school and the new school. The 30 year sales veteran has seen everything from old school pushy tactics, to the dawn of inbound marketing. In this video, he shares tons of things he’s picked up a lot along the way.
What resulted is a wide-ranging conversation on successful marketing, where the term “Smarketing” comes from, ways to delight your customers with content and much more.
Dan believes that content has to help people. It has to inform & educate. When people say they don’t know how to blog — Dan thinks that’s just plain “dopey”.
Instead, think about your customer. Think about their problems. Then write content that teaches your customers how to solve those problems.
If you do that, they’ll like it. They’ll read it. And they’ll “get it” so when they’re interested in buying a product, they’ll think of you. As Dan put it, you’re in their lizard brain.
We also covered what Dan sees as key traits of a successful content marketer:
1. Know your personas. You must, above all, know who you are talking to. If you know that person, you can speak to that person much more easily.
2. You have to be interesting. No one wants to read average content. There’s a huge difference between top content and cog content.
3. Be concise. Recognize that people move fast, and design your content with that in mind.
If you’re creating great content that’s provocative, the sales team will have tons of great leads. And because they really only have to handle 15% of the sales process, they’ll be able to close those leads.
The new approach is using all the great insights you get from marketing automation and other platforms to zero into what your customer wants. Then, creating valuable content that’s based on your experience that leads the conversation. From there, sit back and let your customer do what the customer wants to do. No more pushy kind of stuff.
Or as Dan put it, don’t be schwarmy. Nobody likes schwarmy.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.