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How Ingram Micro Creates Value that Builds Relationships [Podcast]


There’s almost no better example of entrepreneurial grit and determination than the cold call. There are countless success stories that start with “I just reached out,” or “I wouldn’t leave until they listened to me.”

It takes a massive amount of confidence and determination to step out and start a business, and if you have the product to back it up, it’s an inspiring story to tell.

Unfortunately, there’s also the archetypal executive who absolutely hates the dreaded cold call. The question then becomes, if both of these are true, how can you reconcile the two sides?

Tony Holbrook, Executive Director – Global Marketing & Commerce Development at Ingram Micro Commerce & Lifecycle Services, joins the Content Experience Show to discuss effective methods of outreach and strategies for converting prospective customers.

In This Episode:

Effectively Connecting with Prospective Customers

Tony explains that for anybody who's doing cold calling and outreach, you need to understand who you’re talking to, and most importantly, it needs to be genuine. In the episode, he explores how to foster meaningful connections with prospects.

“For anybody who’s doing cold calling and outreach, whether it’s through a digital medium like email or phone, you need to understand who you’re reaching out to.” — @tonyholbrook

Strategically Using Customer Stories and Industry Data

Customer stories and industry data can be leveraged at key times to engage a prospect, Tony shares. Being able to arm your sales team with the right data to share at the right time is another way to make your outreach valuable.

“When you're trying to add value, it's almost in a passive way, just let me put the value out there, and I'll let you sign up for it when you're ready to go.” — @tonyholbrook

Focus on Relationship Building Rather Than the Lead Source

As marketers, we tend to pay a lot of attention to lead sources. Tony highlights why this is a misleading metric, and the importance of focusing on consistent touchpoints and relationship-building instead.

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Visit the Conex: The Content Experience Show stream for more insights from your favorite marketers.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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