815: Behavioral Change: Improve Your Marketing and Grow Revenue with Sean Doyle

Sean Doyle is the principal at FitzMartin Inc, a leading consultancy focused on sales, marketing, and management services for B2B companies. He is also the author of the book "Shift," which provides practical advice for executives in charge of marketing but not trained for the task. Today, Sean discussed the importance of the "middle of the funnel" in marketing, emphasizing the need to focus on the specific needs of your top 150 prospects rather than casting a wide net. He shared his expertise on using digital marketing tools to effectively communicate with high-value customers throughout the sales cycle.

In this episode of Marketer of the Day, Sean shares insights on applying cognitive marketing principles, behavioral science, and sales-first strategies to grow revenue. He highlights the importance of collaboration between marketing and sales teams, investing in late-stage sales support, and “selling backwards” by prioritizing the top 150 high-value prospects. Sean’s book, Shift, provides 19 practical ideas for executives in charge of marketing, particularly those not formally trained in the field, to optimize marketing performance and drive growth. Key takeaways include leveraging behavioral insights to guide prospects, customizing communication for maximum relevance, and using digital marketing as a measurable tool to support sales and long-term business success. Resources mentioned include his websites SeanM.Doyle.com, FitzMartin.com, and Shift on Amazon.

Quotes

“Marketing today is incredibly personable, clear, relevant, and sales-driven—if you know how to apply it at the right stage of the funnel.”

“Stop talking about yourself. Talk about their needs. That’s how you help someone change to a better solution.”

“The middle of the funnel is the gold—it’s the handoff between marketing and sales, where the most return is waiting to be unlocked.”

“Selling backwards means starting with the prospects who matter most, addressing their specific pain points, and then working your way outward.”

Resources

• Sean M Doyle: Author, Speaker And Advisor Helping Small-business Owners Improve Their Marketing To Help Sell More, To More Profitable Customers.
• FitzMartin: Accelerating B2B Business Growth with Behavioral Science
• Connect with Sean M Doyle on LinkedIn
• Get a copy of Shift: 19 Practical, Business-Driven Ideas for an Executive in Charge of Marketing but Not Trained for the Task by Sean M. Doyle on Amazon

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Filed in: Archive 4: 2020-2023 • Interview • Podcast