How marketing is changing for The Accidental Marketer

12/16/20 • 52 min

Did your career path place you in marketing by accident? Many marketers are converted from other career paths, and for those who find themselves in a situation where they aren't formally trained, there is a lot to learn.
In this chat with author Tom Spitale we sit down and discuss the ever-changing dynamics of marketing. Tom shares his insights on:

What makes an accidental marketer
Where to turn if you're stuck
How to use other marketers and campaigns to help guide your growth
When to deploy different tactics
Why the market is changing so quickly

About Tom Spitale
Tom Spitale is the co-author, along with Mary Abbazia, of The Accidental Marketer published by Wiley. He has spent the last 20 years helping b2b companies, whose product managers and marketers tend to have technical or non-marketing backgrounds ("Accidental Marketers"), quickly build the marketing plan skills that drive competitive advantage and differentiation.
Tom creates tools and frameworks that his clients use in workshop settings, helping them uncover the keys to differentiation of their products and services in as little as 2 days. His goal is to help elevate the role of marketers in the modern b2b organization from "sales support" to the “orchestrators of company strategic plans and competitive advantage.”
Prior to his consulting career, Tom held a variety of b2b and b2c marketing planning, strategic planning, pricing and actuarial positions for Wal-Mart, General Electric and Great American Insurance Company. He is a husband, father, entrepreneur, investor, musician, golfer, sports fan and cook. His hobbies expose him to successful practitioners in many different areas, which he finds extremely helpful in his work as a marketing planning and strategic planning advisor, consultant and coach.
About Kyle Hamer
A sales and marketing veteran with a deep understanding of strategy, digital marketing execution, and using technology to enhance brand impact. A hands-on leader with a passion for solving business challenges with process, operations, and technology. When Kyle's not tinkering on businesses, you'll find him spending time with those he loves, learning about incredible people, and making connections.
About Hamer Marketing Group
Market growth for a new product or service is often limited by market distractions, unreliable data, or systems not built to scale. Hamer Marketing Group helps companies build data-driven strategies focused on client acquisition and sales development supported by the technology and operations necessary to create profitable growth.

Support the show

What makes an accidental marketer
Where to turn if you're stuck
How to use other marketers and campaigns to help guide your growth
When to deploy different tactics
Why the market is changing so quickly

Support the show

Previous Episode

Research and Personas - You're doing it wrong

No one has 2.3 kids, but most companies speak in generalities when building personas. Anyone who's ever built a persona or an ideal client profile knows targeting is key. Can you have too many personas? How does market research really work?
In this episode Matt and Kyle sit down and discuss:

How marketers are complicating personas
Yes there's a ROI on market research
How to write questions to get real answers
What you need to know to make personas with revenue impact

About Matt Seltzer
Matt Seltzer is the owner of S2 Research, a Las Vegas-based market research consulting firm that works with small to medium-sized advertising, marketing, digital and public relations agencies that don’t have dedicated in-house market research or strategy team. Matt has overseen market research, marketing, and public relations projects at ad agencies and individual brands across a variety of industries, including travel and tourism, gaming, hospitality, consumer goods and services, for-profit education and commercial real estate. He’s also taught a combination of marketing, communications and market research courses at the Associate’s and Bachelor’s levels. He holds degrees and certifications in marketing, organizational psychology, data analysis and data visualization.
In 2019, Matt started S2 Research, "the market research partner for marketers," a market research consultancy devoted entirely toward helping marketing teams do better marketing through market research.
About Kyle Hamer
A sales and marketing veteran with a deep understanding of strategy, digital marketing execution, and using technology to enhance brand impact. A hands-on leader with a passion for solving business challenges with process, operations, and technology. When Kyle's not tinkering on businesses, you'll find him spending time with those he loves, learning about incredible people, and making connections.
About Hamer Marketing Group
Market growth for a new product or service is often limited by market distractions, unreliable data, or systems not built to scale. Hamer Marketing Group helps companies build data-driven strategies focused on client acquisition and sales development supported by the technology and operations necessary to create profitable growth.

Support the show

Next Episode

Sales is a person, not a process

Sales isn't easy. If it was it wouldn't pay well, and everyone would do it. When companies hire sales people, too often they focus on putting them into a process and making sure it's followed to the letter. But what happens when a potential client doesn't respond well to the process? Should you just move on?
If you ask Eddie Green, the number one problem with sales people today is they are focused on following a process and not on building a long term relationship with the human in the sales process. Thus, sales is a person, not a process.
In this episode Eddie and Kyle discuss:

How to setup your sales team for sucess
What prospects want and how to give it to them
Where sales people get it wrong in their process
When it's ok not to sell
Who is the best sales person for your organization
What the best sales people know and others don't

About Eddie Green
Disaster restoration Ultra High Performer. Specializing in commercial sales and large loss. A proven track record for success in sales, with over 25 years in the game in everything from multi-billion corporations to small mom and pop startups, several product lines and fields, Eddie has eclipsed the term “sales professional” and is considered to be an elite ultra-high performer. He’s never ranked any less than #2 in any organization he’s worked for. It’s his passion and “student of the game” approach that sets him apart from most sales people.
A true servants heart mentality for his prospective clients, he bends over backwards to ensure their needs are not only met, but exceeded. Disaster Restoration is his true passion, his out of the box approaches to win relationships has been recognized on a national level, having mentored over 90 franchises, a keynote speaker at Convention, and a “go to” for Commercial account sales. A true leader in his field, Eddie is one of the most respected sales professionals in his field.
About Kyle Hamer
A sales and marketing veteran with a deep understanding of strategy, digital marketing execution, and using technology to enhance brand impact. A hands-on leader with a passion for solving business challenges with process, operations, and technology. When Kyle's not tinkering on businesses, you'll find him spending time with those he loves, learning about incredible people, and making connections.
About Hamer Marketing Group
Market growth for a new product or service is often limited by market distractions, unreliable data, or systems not built to scale. Hamer Marketing Group helps companies build data-driven strategies focused on client acquisition and sales development supported by the technology and operations necessary to create profitable grow.

Support the show

The Summit Podcast - How marketing is changing for The Accidental Marketer

Transcript

Intro00:00:00.660

Welcome to the summit. A podcast focused on bringing you the knowledge and insights for industry leaders. I'm your host, Kyle Haimer and I'm on a mission to help you exceed your potential. As a sales guy, turned marketer, I am passionate about building sustainable businesses. And if there's one thing I've learned in my 20 year career is that you won't find an overnight growth scheme, a shortcut to success, or a way to hack yourself to the top. Nope.