About this Presentation
When Justin Roff-Marsh emigrated to the US to launch a subsidiary of his consulting firm, he under-estimated how difficult it would be to generate sales opportunities in this mature and hyper-competitive market. He quickly discovered that traditional marketing approaches -- even those that work well for his firm's clients -- simply failed to work (these include public relations, house events, trade shows and targeted direct mail campaigns). Fortunately, as a result of a year of frantic experimentation, Justin arrived at a lead-generation formula that is both low-cost and remarkably effective. In this webinar he charts his journey of discovery and details the formula. Although this formula incorporates social media (Justin has transitioned from a skeptic to an reserved evangelist) it does not require the kind of all-in commitment that other evangelists are advocating. Justin describes an approach that involves just the bare essentials (no Facebooking, Tweeting or blogging for the sake of blogging!) As well as describing a do-it-yourself approach and laying bare his own costs and statistics, Justin allocates enough time for a question-and-answer session.
What Will You Learn
To help you get the most value from this session, we’ve highlighted a few key points. These takeaways capture the main ideas and practical insights from the presentation, making it easier for you to review, reflect, and apply what you’ve learned.
The session reveals why most social media efforts fail to grow real business outcomes: without an engineered flow of qualified prospects, visibility doesn’t convert into value.
It shows how structuring social media content and engagement around predictable appointment drivers creates a pipeline that reliably feeds sales conversations instead of random interactions.
The presentation illustrates how simple segmentation, prioritized messaging, and disciplined follow-up create measurable progress rather than chasing likes and vanity metrics.
It emphasizes that in a shrinking or competitive market, social platforms must signal real intent and readiness to buy rather than just broadcast brand messages.
Instructor(s)
Justin Roff-Marsh
For 20 years, Justin Roff-Marsh’s deep thinking and writing on Sales Process Engineering has blazed a trail for others to follow. Justin is the author of The Machine: A Radical Approach to the Design of the Sales Function. (Winner of Gold in the Sales category of the Axiom Business Book Awards.) And he’s the founder of Ballistix—a consultancy with operations in the USA and Australia, delivering engagements worldwide. Although Justin was a science nut as a child (and still is today), he commenced his career in sales. He sold insurance and then progressed to manage a team of 100 salespeople. He then co-founded a firm that sold financial education and quickly discovered that his product lacked the margins required to sustain a typical field-based sales force. He developed his approach to sales process engineering in response to this challenge. Justin’s approach to the sales process is as revolutionary as Deming’s was to manufacturing. He argues passionately that the application of scientific management principles to the sales process is the next great uncharted frontier for industry.