Mark Marcelletti compares three B2B marketing approaches: referral marketing (unpredictable), paid ads (costly), and sniper marketing (most reliable). He uses LinkedIn and cold email to target ideal clients like a recruiter finding A-players, not posting generic ads. His Event Planners Association strategy generated qualified leads through systematic follow-up.
Chapters
As an expert in marketing, one of the first things that people ask me is how do they connect with their ideal client. Sometimes they need to know who their ideal client is, but once they do, they want to know how can they find them. And here I am right now at ICON, which is the Infusionsoft conference, and I'm here with my good friend Mark, who runs 7 Figure Automation. And Mark is a champion at connecting people to their ideal clients.
Thank you.
He absolutely is. And he not only does it for me, but he does it for a lot of people here at the conference. and other people in my life. And I just wanted to talk to you a little bit today about how do you help people to connect and identify their best clients?
Yeah, sure. You know, I know we were talking offline a little bit about how this is one of the things that's got your core focus right now because a lot of people are focused on it. You know, we're really, I think, exploding with a lot of things that we're doing with LinkedIn because it's becoming one of those timeless marketing strategies that never changes. You know, and I think people really like that about LinkedIn. You know, with paid traffic and Facebook and Google AdWords and all these things that are going on right now, it's really hard to keep track of what works and what doesn't work. And so we are just, you know, setting up strategies that really work well for B2B companies. I really look at it this way. You know, there's 3 marketing strategies that you can use in your business. There's referral marketing, which is relying on referrals to grow your business, which is not predictable or scalable. You could try risking a little bit of money and getting into the paid traffic world, which does work. It's a step in the right direction where business owners are automating their marketing and they're scaling it, right? But it is a little bit risky. You can't always control the leads that you're getting. And then the third strategy, the one that we're really focused on, is the one-on-one marketing. And so this is the marketing that works best for B2B companies because they can control the lead quality, they can build a relationship while they're having a conversation with people, They can schedule an appointment so that they are building a list of people that they've actually spoken to that are really engaged, and they don't have to spend money on paid traffic. So it's really one of my favorite marketing strategies, and it's what I've grown my business on, so I'm really super passionate to share it with you and with everyone. I really look at it this way too, you know, comparing, you know, paid traffic or shotgun marketing strategies versus the one-on-one marketing strategies like LinkedIn or cold email. which we call sniper marketing strategies. It's kind of like the difference between, for example, a job post on, say, ZipRecruiter.com or Monster.com. You know, you can't really control the lead quality a whole lot. You can to a degree with the copy and the job description, you know, but what do you do if you want to get an A-player candidate you're going to hire for your business, right? You don't put it on Monster.com. You hire a recruiter to come up with an ideal candidate profile, to do some market research and then fill your pipeline with qualified people. You know, that's how you get qualified businesses and that's what we're doing with LinkedIn.
That's true, you hire the experts who know how to find the right choice for you. And that's one of the reasons why I hired you and your company. It was actually to help us with the Event Planners Association. And we started out with Infusionsoft campaigns and doing some other things and then you did zero in on how do we connect with them on LinkedIn 'cause that's where they are. That's where they're doing business. And it was brilliant. We came up with so many leads. We came up with a great way follow up. And that's one of the things we want to share is that we know how to do it and we want to share it with you so that you can find your best clients and get to work with them as well. So thank you for your time today, Mark. I look forward to more work with you. And yes, we'll see what comes, comes next.
