Game Plan For Handling A Sudden Drop In Lead Generation

Founder of Blueprint, Jordan Crawford, delves into the Game Plan For Handling A Sudden Drop In Lead Generation Show NotesConnect With: Jordan Crawford: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Jordan Crawford, the founder of Blueprint GTM, which helps companies target prospects the exact moment they have their problem. And today, Jordan is going to explain how you can transform your go-to-market with intelligence hiding in plain sight. Last question for you, Jordan, game plan. God help us, you're the CMO of a mid-market SaaS company with a staff full of SDRs. What's your game plan for handling a sudden drop in lead generation?

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  Yeah, my game plan is instantly figure out why. Our mutual friend who shall remain nameless just because we can, and that's funny.

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  Is it Doug Bell?

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  Who's to say? So he was doing some work for a client and had this exact problem. And it turns out that the competitor was promising a much lower price for more features. So what do you do? You understand before you act. And if you can understand that, the answer is not fire everyone. No.

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  God, I was sure that's where you were going to go is like a team full of SDRs. That's the opposite of what I would do.

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  Yeah, of course, but there's a reason that Salesforce is like, we're going all in AI. And you know how we're doing it? We're hiring more AEs. And it's like, wait a minute. So I don't necessarily think that if something is not working, you should blame the first thing that you think. No, you need to think before you act. And if the thing is, you should go read this, by the way, the CloudFlare wrote an amazingly good letter that basically said, look, 97% of our SDRs were order takers. They just were taking orders from our inbound. So we built this amazingly good brand. Same thing happened with Airbnb. They shut off all their ads and like, you know how many people booked less? No people booked less. We just saved $330 million sending to Google every year. That's why I think that we need to be a little bit more thoughtful about our actions. But yes, I think a team that has a bunch of SDRs where the utilization rate isn't great should probably try other things.

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  Think before you ask. Not what I thought was going to come out of your mouth, but I can't disagree with you. And that wraps up this episode of the MarTech Podcast. Thanks to Jordan Crawford, the founder of Blueprint for joining us. If you'd like to contact Jordan, you could find a link to his LinkedIn profile in our show notes, or you can visit his company's website. It's blueprintgtm.com. He's also doing LinkedIn Lives for the Cannibal GTM every Friday. They're totally fascinating. You should absolutely check them out. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed every week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the MarTech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHearEverything.com.