Matt Lauro - "Double down on the customers you value"

So we have recently done a survey that has looked into the use of multiple channels for outreach.

And Matt, I know that you have plenty of experience in this.

Something that stood out is that when founders go beyond the one to two channels they typically use, they can almost double their reply rates to lead generation activities.

In your experience, How many channels do you typically look to leverage when you're running outreach? And how has that affected your ability to be successful when helping clients and the businesses that you've worked for?

Yeah, I think channel strategy is always something that's kind of top of mind with the founders that I work with.

A lot of the founders that I talk to, they're at different stages, right? So the big thing is understanding where they're coming from.

A lot of the founders that I've worked with kind of tend to fall in the bucket of, we have all these channels and we don't really know where the ROI is coming from.

So they have listened or seen on Google or an ad's popped up or somebody's reached out to them that they need to do paid ads or they need to do ads on social or they need to do more events or they need to do more digital and...

And they kind of have this like hodgepodge of channels and no real understanding of like how they're getting their leads ultimately.

Or they have a lot of channels that are driving really good brand awareness, but then they don't know how to convert that brand awareness top of funnel to more bid funnel and qualified conversations.

So that's typically where I step in.

I tend to take like the simple approach, kind of almost peel back and really truly understand the customer at the end of the day, because we know, um, you know, from attribution models and stuff like that, it's, it's not as clear cut as everybody would like it to be.

Like, it's not, Oh, I saw your ad online and now I've checked out your website and now I've booked a meeting and now I'm a customer.

Like sometimes it goes that clearly, but typically it's, Hey, I saw your email two months ago.

I saw you at an event.

Oh, you're a sponsor here.

Oh, I saw an ad pop up on LinkedIn.

Oh, I saw a post from you.

So it's a multi-touch attribution.

And that then makes it very hard from a channel strategy to figure out what channels are actually truly converting those leads and those qualified conversations.

So what I typically do is I strip back and I look, what are the kind of your foundational attributes? Channels that you're focusing on which are the ones that you feel comfortable on which which are the ones that? You're not just starting off and like putting pennies, you know where you should be putting hundreds of dollars towards But what are the ones that you have a really strong foundation and then build from there test that out? Maybe do some different kind of touch points along that channel itself and then and then build from there right so kind of strip it back um because a lot are lots of channels strip it back to one or two kind of core channels understand if that's converting at the level we want and then start adding on from there um i think the other really kind of interesting dynamics that we have when we talk about channel is that a lot of channels that we've looked at as a marketing or sales leader in the past have been digital right and i think there's this big transformation I've seen where what was probably 10, 15 years ago, everybody was like, you need to be online.

You need to be digital.

Everything needs to be online.

People are looking online to make B2B business decisions to now everything's digital and open rates, click-through rates, engagement rates are all tanking to a degree.

I think people are now looking more towards that personal face to face interaction, right? You see increases in events and in person events and stuff like that, where there was a period, obviously, with pandemic with kind of the digital first approach that we weren't having this like personal outreach.