Episode 124: Mike Porter – Write Less, Convert More: The Art of B2B Content Efficiency

Who needs Halloween scares when we have scaling SaaS founders navigating the haunted house of growth metrics? In this episode of the SaaS Fuel podcast, Jeff Mains explores the concept of fearless leadership and its impact on scaling a business with Mike Porter, the go-to guru in customer communications and marketing strategies who refined his expertise during his tenure at Xerox and Bell & Howell before embarking on his consultancy journey.

Mike shares some invaluable tips and strategies for creating engaging content, personalizing customer communications, and avoiding the haunting mistakes that many businesses make. He also emphasizes the importance of consistency, strategic planning, and understanding the needs of your audience.

So grab your cauldron of creativity and let's dive into the magical world of content marketing!

Key Takeaways

[00:02:30] – Precision carving 

[00:03:42] – A spooky encounter

[00:08:52] – Consistency is key in content marketing

[00:11:15] – Content plan helps with consistency

[00:19:02] – Trends in communication methods

[00:21:05]- Personalized targeted communications are effective

[00:24:43] – Understanding the audience for lead acquisition

[00:30:43] Personalizing customer communications and content.

[00:37:29] – Importance of consistent content creation

Tweetable Quotes

“They're going to read it only if they're getting something out of the content you're delivering to them, and that's the informational content.” – 00:30:37 Mike Porter

“It's not only the right message to the right person, it's at the right time.” – 00:33:37 Mike Porter

“I would say, whatever you've got that is relevant to the audience that you're trying to attract is fair game and the tools are just going to keep getting better, I think, that allow you to do that. But just monitor that and don't let it go too far afield so that you're suddenly looking like a stalker instead of a marketer.” – 00:36:49 Mike Porter

“So don't just navigate through the haunted house of business. Own it.” – 00:05:25 Jeff Mains

“But it takes some initiative on their side to do that. And the people that are doing that, I think, are getting the most benefit from that. I can't do everything for them. They have to take the reins in some cases and figure out ways to use that content that we've provided for them in the ways that will benefit them the most.” – 00:16:40 Mike Porter

“I've heard that over the years, you know, mail is dead, email is dead. But they're not. And I think you bring up a really good point in that,  you can cut through the noise. Mailboxes are not nearly as full as our inboxes for email for sure. And to be able to stand out.” – 00:21:46 Jeff Mains

SaaS Leadership Lessons

  1. Precision Carving. Like a master craftsman, it’s crucial to have a precise vision and understanding of the market. Anticipate market demands and strategically carve out their niche to create a unique and valuable offering.
  2. Connoisseur's Cauldron. Balance the wisdom of mentors with data-driven analytics. By combining experience and insights from mentors with the power of data, it can make more informed decisions and craft tailored strategies for growth.
  3. Fear is Fuel. Harness fears and convert them into action plans.  By converting fears into action plans, you can overcome challenges and turn their haunted house of business into a mansion of opportunity.
  4. Consistency in Content Creation. One of the biggest mistakes companies make is inconsistency in content creation. To overcome this, create a well-thought-out content plan with a year-long roadmap. This plan should address the needs and pain points of their target audience, ensuring that the content remains relevant and valuable.
  5. Personalization and Relevance. Strive to personalize customer communications and content to create meaningful and engaging experiences. By leveraging data and technology, you can tailor their messages to individual customers, making them more relevant and impactful. However, it's important to maintain a balance and avoid crossing the line into being too intrusive or stalker-like.

Guest Resources

Mike Porter (LinkedIn): https://www.linkedin.com/in/pmcmikeporter

PMC Content Services (Website): https://pmccontentservices.com/

Resources Mentioned

PMC Content Services (Website): https://pmccontentservices.com/

Israel Emergency Fund: https://www.ujafedny.org/israel-emergency-fund/

When You Don’t Know What to Write: https://www.youtube.com/watch?v=hdBbVJ5MNEE

Mailing Systems Technology: https://mailingsystemstechnology.com/

Roku: https://www.roku.com/

Xerox: https://www.xerox.com/en-us

Bell & Howell: https://bellhowell.net/

Anthony Wood: https://www.linkedin.com/in/ajwood1965/

Episode Sponsor

If you could use a boost of courage check out my book Small Fish Big Pond: Building a World Class Business That Swims Circles Around Competitors. SFBP delivers powerful marketing and leadership lessons guaranteed to enhance your marketing message, wrap value around clients, and guide their buying journey to conclude that your company is the only solution for them. It includes step-by-step frameworks and time-tested growth principles to attract ideal clients, convert them, and transform them into your brand ambassadors. Pick up the print, e-book, or audio today at smallfishbigpond.com, Amazon, or your favorite book source.  All book profits go to charity. This month we’re continuing to support the Israel Emergency Fund. More about that in the show notes.

Small Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code ‘SaaSFuel’

Champion Leadership Group – https://championleadership.com/

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