In this episode, Willy Kuo from Coohom explains how their software solutions for interior design are marketed to B2B clients such as Lowe’s and Ashley Furniture through creating credibility and good content to build trust with prospects. Meanwhile, a B2B marketing director offers insights on managing a strong sales pipeline by maintaining 150 leads per salesperson, practicing credibility, staying true to purpose, and using the right terminology to communicate effectively with potential clients.
Willy Kuo is a globally passionate marketer with over 7 years of experience in B2B and B2C marketing. Specializing in technological marketing areas, branding, SEO, SEM, CRO, CRM, and more, Willy is a versatile creator of appealing content. With a background in Electronic Engineering and a multifaceted artistic side, Willy brings a unique blend of creativity and rationality to his marketing approach, aiming to create impactful content that elevates brand awareness to a global scale. Here are a few of the topics we’ll discuss on this episode of Hard to Market:
- Create good content and demonstrate the right marketing approach
- Referrals are vital for establishing word-of-mouth marketing
- B2B companies sometimes move at different speeds, but it typically takes about one to three months to close a deal in the US market.
- Managing a full pipeline requires keeping about 150 leads per salesperson at any good time.
- Credibility is the key to building relationships with potential clients.
- It’s essential for marketers to stay true to their purpose and not get lost in the market.
- Learning the right terminology is crucial to appeal to potential clients and close deals.
Resources:
Connecting with Willy Kuo:
Connecting with Brian Mattocks:
Quotables:
- 04:33 – You need to create good content and also the good credibility. So these big players, this business, would trust your brand. You know, it’s not like you’re just doing a lot of online advertising. So they would know just, oh, you’re a good brand, and why should I trust you? Why should I spend over 10,000 U s d, you know, at your company for a year? So I think the most important thing to do B2B marketing is credibility.
- 05:14 – The first thing, you need to spend a little bit, a little bit of time to figure out what is the right content for your target audience. And if you can create good content and the right approach, I mean, normally they would like to talk to you and when they, when you got a chance to talk to them, that’s the chance. That’s the, I mean, that’s your platform, that’s your stage to show how your marketing ability can attract these players.
- 08:00 – Brian: So when you started this approach to try and get to these players in Ashley or Lowe’s, your entire approach was find people just like you in that organization and talk to them and see if they can’t move you laterally. Was that the idea?.. Willy: Yes, yes. But the thing is that I wouldn’t just, you know, I wouldn’t just like approach them either on LinkedIn or email. I wouldn’t just talk to them and say “Hey, I’m Willy, I’m behalf of cool home and blah, blah blah. But we do, you know, because normally if I am the one getting this kind of message, I would just ignore, you know? So in terms of the first approach is very important. You need to, you know, it’s like dating, you need to make a good impression at first.
- 11:26 – Brian: But that referral then kicks off the next relationship and the next relationship and the next relationship. And that’s the way it’s… Willy: Yes. Because you know, in marketing the ultimate goal is called word-of-mouth marketing. If you don’t do anything and then people will do the marketing for you, you know?