Episode Summary
When Steve Pollak describes his marketing philosophy, he uses a baseball analogy.
“You can’t hit a home run from the dugout,” says Steve who is the Director of Marketing and Design Services at Banyan Hill Technologies, a firm specializing in the Internet of Things (IoT) for a range of industries.
As a result, Steve spends a lot of time in the top and middle of the sales funnel, focusing on increasing brand awareness so that when prospects are ready to execute a project they go with Banyan instead of other companies.
In this episode of Tech Qualified, Steve, who started his career as a newspaper journalist before making his way into SEO and marketing, details how he juggles marketing priorities across brand awareness, lead generation, and customer retention.
Plus, he discusses how the lengthy customer journey — which is at least six months long — affects marketing. “You’re really getting married to the person when you sign up with Internet of Things software — this is pretty big enterprise relationship,” he says.
Guest Profile
- Name: Steve Pollak
- What he does: He’s Director of Marketing and Design Services at Banyan Hills Technologies, an IoT company with full-stack software capabilities.
- Company: Banyan Hills Technologies
- Key quote: “I like to say, ‘You can't hit a home run from the dugout.’ And so I'm trying to get my sales folks out there onto the field to get a hit or hopefully a home run.”
- Where to find Steve: LinkedIn
Key Insights
- Steve and his team create content to support sales that is specific to the prospect’s industry. For example, they’ll create a PDF or a brochure to describe the benefits of IoT for prospects in retail or in the industrial space.
- When it comes to juggling marketing priorities, Steve says he focuses on supporting the upper and middle part of the funnel — including emails, retargeting ads, and social media. The goal? Keep brand awareness high so that prospects feel compelled to get in touch with Banyan Hills.
- As part of his top-of-the-funnel focus, Steve focuses heavily on ensuring that SEO and website traffic is increasing monthly and definitely year-over-year.
Episode Highlights
- How 5G will change apps
- Searching out content marketing ideas in unexpected places
- Crafting specific content and cadence for sales prospects
- Navigating a 6-month customer journey
- Why it makes sense to prioritize brand awareness