199: How To Grow Influence In a Red Ocean [Jeroen Corthout Interview]
Your Digital Marketing Coach with Neal SchafferFebruary 17, 202100:44:2530.58 MB

199: How To Grow Influence In a Red Ocean [Jeroen Corthout Interview]

How does one go about building influence in a crowded market?

I often go back to my own background in B2B sales and look at habits, partnerships, and focus.

That's why it was so refreshing to be joined by a special guest who serves the market that I used to work on who has very similar advice.

Today I am joined today with the co-founder of the simple yet powerful CRM for small businesses selling B2B, Jeroen Corthout of Salesflare.

In this interview we discuss:

  • Focus on habits rather than goals: consistently deliver value in focus areas, rather than focusing everything on goal metrics
  • Expand outside your own influence by leveraging the influence of others: partner up in every possible way with people who reach the same audience
  • Real expertise is hard to find and extremely valuable, so focus on attaining the highest possible quality (e.g. don't have copywriters write your content; pick your expertise niche; etc.)

Key Highlights

[01:26] Introduction of Podcast Guest, Jeroen Corthout

[03:15] Who is Jeroen and what is SalesFlare?

[04:55] SalesFlare in Concept of Growing Influence

[08:30] How SalesFlare Put Out Content

[12:02] Tips in Ensuring Content Quality

[16:07] Repurposing Content

[17:34] The Approach on Hiring Experts

[21:33] What Kind of Experts or Influencers Should I Interview?

[22:53] The Process of Finding Podcasts

[28:27] Jeroen's Webinar Strategy

[31:19] Defining KPIs

[33:47] What Am I Missing Out By Not Using CRM Tool Like SalesFlare?

[38:55] Connect with Jeroen Corthout and SalesFlare

[40:05] Summary and Introduction to Future Podcast Guests & Topics

Notable Quotes

  • The way we go about this is first of all when we put out content of all types on our own channels, we focus very much on quality. And we focus very much on imagining whether if you see our posts in Google, why would you see our posts in Google, and what's the first thing you're gonna want to read and then build from there? 
  • Keep delivering value consistently to people and keep building an audience outside of the people we already know.
  • So it these posts, it's not because you once published them that they're not valuable anymore, you can repost them, update them, bring them to people again, and make make sure that they deliver that value again.
  • It actually works much better if you focus on delivering that value and, and don't start selling too much. 
  • It's just a matter of always keeping that that habit like we call it or that cadence like you call it, you will get to whatever it is you want to achieve.
  • We used to be very focused on reaching certain numeric goals. But then we started figuring that what helped us most if we would put consistent effort behind things, and this is not just when it comes to influencer marketing is all across the company. It's also the way we build the product. 

Reference Links for Jeroen Corthout:

Reference Links for Neal Schaffer: