Tag: Nimble

The Recipe for Marketing Success + Chuck Roast

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Customer experience is at the core of marketing success. Nimble founder and CEO Jon Ferrara explains where and how brands should be targeting their messages in Part II of his interview on the Renegade Thinkers Unite podcast. (If you missed Part I of the interview, click here to listen.) Ferrara grew Nimble out of the idea that brands do best when customers recommend them to their networks. Nine years later, Ferrara’s business is stronger than ever and venturing into new marketing frontiers.

Listen to the interview above, or continue reading for the episode’s highlights:

During his extensive tenure in marketing, Ferrara learned that business doesn’t have to be impersonal. In fact, his experience at GoldMine CRM—and eventually Nimble—demonstrates that the best marketing strategies are personal in nature. Ferrara says, “I think the mistake that many businesspeople make is that they make business about business…[but business] is about connecting with people. That’s why they’ll remember you.”

Jon walks the walk on that philosophy, sharing both his personal and private social accounts with the people in his network to this day.

Ferrara didn’t originally foresee GoldMine, his first business venture, taking a turn towards customer-centricity. “GoldMine actually started out as an accounting software company,” he says. “I needed something to manage the relationships, so I built and designed GoldMine to do that. It turned out that GoldMine really was our future and we had to pivot.” Ferrara’s strategy at GoldMine was to “build relationships with editors and writers so [consumers would] see us being written about in publications; and then we started slipping in radio ads and airplane ads.”

Nimble, which launched in 2008, capitalizes on that same influencer-driven approach. “We’re here to help those influencers build their brands in social sales and marketing by helping them inspire and educate our customers,” he states. “So it’s a win-win situation.” The company anticipates user counts of multiple millions in the near future.

One of Ferrara’s top priorities is helping Nimble’s marketing team strike the right balance between telling a unified brand message and genuinely opening up to potential partners. He says, “The relationships happen at that one-to-one level across your team members, but you still need to have a unified message, be consistent about that messaging, drive the high level stuff, and then integrate.”

Knowing that he’s serving his customers is Ferrara’s biggest reward, and he takes every compliment to heart. “When somebody stops [me] on the street and says, ‘you know, Jon, you changed my life with GoldMine,’ or ‘you’re changing my life with Nimble,’ that’s the best,” he claims. “That’s why we do what we do.”

Marketing Your Business without Paid Media

Posted on by Drew Neisser

Building strong relationships with influencers in your niche is a tenet of Marketing 101. The folks you connect with can not only provide terrific insights about your target market, but they can also help get your brand in front of potential customers. Nobody understands this strategy better than Jon Ferrara, founder and CEO of Nimble. A pioneer of CRM (customer relationship management), Jon firmly believes in the power of connecting with influencers on a personal level. His company strives to help marketers reach consumers through social influencers on a variety of online platforms. As the world of social media continues to expand, Jon offers advice on how companies can break through to their target audiences by networking with trusted advisors.

Jon explains that in order to reach your audience, you must look beyond it. People would rather buy a product or service that’s recommended to them by somebody they trust, and that’s where social influencers come in.

Nimble, a social selling software, lets its influencers talk about the brand to its target audience, rather than toot its own horn. “I think it’s more powerful when other people talk about you than when you talk about you,” Jon proclaims.

Jon began marketing Nimble not by talking about how great his brand is, but by adding value. Whenever he found a great article from a relevant influencer, he would share it on social media. Jon states, “Once the influencer who wrote that content reached out and thanked me, I then reeled them in and started a conversation.” Many of those conversations turned into relationships, which in turn resulted in more clients for his brand.

Jon’s example shows that by giving a little, you can get big returns providing more proof that we are in what I call “The Give to Get Economy.” Jon even goes so far as to say, “I think service is the new selling… Even if it means recommending somebody else’s product, that’s social selling.” Jon bases his business model on this message, and believes that “giving to get” is the future of marketing.

Jon’s doctrine has significantly expanded Nimble’s footprint. “As you see it, share it,” he says. “So that’s the way I built the Nimble brand…by identifying the influencers, sharing their content, engaging with the people that responded and engaged with those influencers as they’re responding, and turning them into evangelists.”

When getting in touch with influencers, Jon makes a point to genuinely connect with them rather than advertise to them outright. He’s been teaching salespeople to get to know the people they do business with from day one. Whenever we meet a new potential connection, Jon urges us to look around that person’s office and take note of the books or knickknacks. Jon says, “All those things are opportunities for you to discover things that you might have in common with that person to develop the intimacy and trust that you need in order to get that person to open up to you about their business issues, which as professionals you could then solve.”