Episode #203: Perry Marshall on 80/20 Sales and Marketing

Perry Marshall is one of the world's most expensive and sought-after business consultants, endorsed by FORBES, INC Magazine, and the most respected entrepreneurs in the world. Clients in 300 industries seek his capacity to integrate sales, engineering, art and psychology.

He founded the $5 million Evolution 2.0 Prize, staffed by judges from Harvard, Oxford and MIT. The prize aims to solve one of the leading mysteries in science.

His Google AdWords books laid the foundations for the $100 billion Pay Per Click industry. Techniques he pioneered are best practices today. More recently, he's turned "80/20" into a verb. 80/20 is not just a fact *about* your business, it's an action you take *on* your business.

His works include the world's most popular book on web advertising, Ultimate Guide to Google AdWords, 80/20 Sales & Marketing; Ultimate Guide to Facebook Advertising and Ultimate Guide to Local Business Marketing. These are textbooks at a number of universities. Direct Marketing maverick Dan Kennedy says, “If you don’t know who Perry Marshall is — unforgivable. Perry’s an honest man in a field rife with charlatans.”

He wrote Industrial Ethernet, and his book Evolution 2.0: Breaking the Deadlock Between Darwin and Design applies his digital expertise to science's most debated question.

I started off with every intention of exploring Perry’s books on Facebook and Google advertising but we quickly went off on a number of otherwise rewarding tangents as you’ll discover.

We explored:

  • The blurring of the lines between sales and marketing
  • Why a little bit better or a little bit cheaper is a fatal combination
  • The number one question that we, as human beings, should be asking
  • How startups often try to scale prematurely before finding product market fit; and
  • How to unlock the  different emotional hooks and motivations for buying

You’ll learn that and much more in today’s conversation with the one and only Perry Marshall.

Topics discussed:

  • Inbound lead generation and direct marketing
  • How Facebook has finally got its act together as a marketing platform
  • Why you shouldn’t quote and what to do instead
  • Why the problem you’re solving usually isn’t the problem at all
  • The person asking good questions is usually in the lead
  • Why a little bit better or a little bit cheaper is a fatal combination
  • Why you need to be “500%” better and what that means
  • Underserved and over-served markets
  • Why we over-estimate what we can do in 6 months and underestimate what we can do in 6 years
  • How most people are doing social media wrong
  • The value of AB testing across many potential variables and assumptions
  • Unlocking different emotional hooks and motivations for buying
  • The blurring of the lines between sales and marketing
  • How to maintain cadence of a fast moving, experiment driven sales and marketing team in a departmentally silo’d large organisation
  • The power of osmotic communication
  • Why understanding where information comes from is critical
  • Most people just solve the problems they know they can solve
  • Why we should be asking questions like “what is the problem nobody thinks anybody can solve?”
  • The US$5M Evolution 2.0 Prize

Show Notes:

Get Perry’s books:

Listen on iTunes @ goo.gl/sMnEa0

Listen on Stitcher @ www.stitcher.com/podcast/future

Listen on Google Play @  bit.ly/FSGoog

If you've got any questions on this podcast feel free to send an email to steve@collectivecamp.us or tweet me on Twitter @steveglaveski or @future_squared

Follow me on Instagram: @thesteveglaveski

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