{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Hard to Market","title":"Referrals and Transformation: A B2B Marketing Chat","html":"","width":"100%","height":180,"duration":1490,"description":"Dive into the world of B2B marketing, where strategy meets social science. Join our guest, Julie Williamson, as she unveils the secrets behind effective leadership, channel partnerships, and the art of aligning teams. Get ready for insights that could transform your organization!Here are a few topics we’ll discuss on this episode of Hard to Market Podcast.Powerful marketing meets social science.Referrals bridge client expectation gaps.Targeting new leaders for growth opportunities.Nurturing the channel partner ecosystem.Aligning leaders for organizational change.Resources:Karrikins GroupPodcast ChefConnect with Julie Williamson, PhD:LinkedInConnect with our host, Brian Mattocks:LinkedInEmailQuotables:21:28 - How do we get the leadership team to fully engage on the strategic goals, the transformation effort, the change that's afoot in the organization so that they can accelerate and really drive that transformation as effectively as possible. That's our sweet spot. We do a lot of other work too, but that's where we really shine is if you feel like something is kind of gummed up or decisions aren't getting made quickly enough or you're not heading in the right direction, we can help organizations to align and deliver together.06:33 -  So just from a purely tactical perspective, if people are thinking about how do I get someone to be a referral for me, don't ask for too much of their time. You don't need it because that social proof happens very quickly. It happens within the first five or ten minutes that the person who is getting the referral is deciding whether or not they trust in this person and they trust that the information being shared is valid. So you don't need an hour. So we look for that little slot of time that we can get with them to get the two of them together. And then we generally host the conversation, at least for the first few minutes to make introductions to say, you know, here's the work that we did, here's the work we're thinking about...","thumbnail_url":"https://img.transistorcdn.com/2mtZGaM87wPDKE73NSAab8UgvrmYb4K33xdDbLuKuT0/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzI1ODk5LzE2ODY4/MzU0NTUtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}