August 14, 2025 • 16 mins
This week's show is entitled, "A Relationship and Values-Centric Approach to Selling" and my guest is Sal LoSauro, the new VP of Business Development & Pipeline Evangelist at Heinz Marketing!
Tune in to learn:
- The importance of aligning sales and marketing teams to work towards common goals and overcome challenges together.
- How empathy and confidence play crucial roles in B2B selling and building stronger client relationships.
- The growing importance of leveraging personal connections to build trust and relationships across your network.
Listen Now | Watch the video HERE
Matt interviews the best and brightest minds in sales and Marketing. If you would like to be a guest on Sales Pipeline Radio send an email to acceleration@heinzmarketing.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Matt Heinz (00:17):
All right.
Welcome everybody to anotherepisode of Sales Pipeline Radio.
I'm your host, Matt Heinz.
Excited to have you all herewith us on another Thursday.
If you are listening, watching,subscribing, downloading,
thank you so much for doing so.
I think we're close to 300,000downloads, Sal of Sales Pipeline Radio.
That's awesome.
Uh, you can always get every episodepast, present and future Sales Pipeline
(00:37):
Radio at Sales Pipeline Radio dot com.
Today, very special guest.
Some of you may have seen thisfrom LinkedIn yesterday, but I'm
excited to have our new businessdevelopment manager, Sal LoSauro,
join us on Sales Pipeline Radio.
How's it going man?
Sal LoSauro (00:50):
It's doing great, man.
So good to be here, Matt.
Matt Heinz (00:52):
Um, I know this isn't really getting the band back together 'cause
we, we'll never work together directly.
Yeah, I mean, we've been ponwe've sponsored parts of sort of
B2B MX and you and I have knowneach other for a very long time.
But like you've, I mean.
I saw on the post yesterday,like, you know, life is short.
You work with people you enjoy.
And I know for a fact that like so manypeople in B2B would say that and have said
(01:13):
that about you and just the relationshipthey have with you and you know, we're all
here to, you know, make a buck and sortof, you know, pay our rent and everything.
But also just working withgood people is important.
And that's, I thought about that whenwe were sort of on the hunt for a
BizDev Manager and that's the firstthing I thought about again when
we, when we've sort of made it work.
So welcome.
Sal LoSauro (01:32):
And I agree wholeheartedly because it is, I mean, we talk
about it all the time, right?
We're not, you know, we're not curingcancer and we should, you know, helping
each other out, working together.
And the people, especially thepeople you work with, right?
We spend more time with oneanother than we, a lot of times
we do with our own family, so.
Yeah.
Working with people that youknow are rubbing you the wrong
way is not the way you wanna be.
Matt Heinz (01:49):
Well, and it's, it's, you know, it doesn't mean that things
are necessarily gonna be easy, right?
Oh, no.
But I think it's even more importantto have people that are values fits
that you know, that you're willing tosort of say, okay, this is hard, this
is gnarly, but we're gonna work onit together and we're gonna be good
people together as we go through it.
I, I, uh, a friend of mineposted something, uh, it was a
(02:10):
few months ago, maybe almost.
Almost a year ago, uh, right.
It was about six months ago, so itwas, um, the 20th anniversary of
a startup we were at going public.
And it was, it was in the real estatespace and it was, it was a lot of fun.
Uh, and in the moment it was hard.
Like there was a lot of really hardstuff and I was earlier in my career
and I wasn't really good at sort oflike, you know, managing all that stuff.
(02:30):
But the post was about the people andabout sort of recognizing 20 years later
how special that group of people was.
And sometimes that worksout, sometimes it doesn't.
But I think having that, like you said,like you know, having a group of people
that you enjoy working with, that you havea level of trust with to go forward and to
figure out hard problems and to not alwaysbe right, but to make adjustments as you
(02:52):
go, I think is just, it's everything.
Sal LoSauro (02:55):
I agree.
I mean, when we first started, you know,going back to, uh, with Andrew, with G3
Communications and we launched when hestarted the company, you know, the big
thing we always talked about was findingpeople that we wanted to work with.
People, we just call the give shit factor.
Like, do people careabout what they're doing?
Right.
Yeah.
'cause it's important and yeah,it's not always gonna be easy, but
when you know someone, you know.
You have someone's backand they have yours.
(03:15):
It makes a world of a difference.
And it's also nice when you, whenyou're done, like you get over
that hump, like there's that,that obstacle in front of you.
Mm-hmm.
And then you're like, youwork together as a team.
You get through, you're like, ah,mean, you come on the other side,
you're like, you're, you're a betterperson because of it, and you're
a stronger team because of it.
That's right.
Um, and again, there's, there's a lotof that that some I think so sometimes
people don't, you know, uh, take thetime to appreciate, I mean, there's
(03:36):
still people, I was actually just talkingto an old colleague of mine where.
You know, uh, when you, you, you'rejust happy to see them succeed.
Mm-hmm.
That makes you feel good.
Like, 'cause they're, they're like,they are, they're, they're your family.
Like, oh wow.
You saw some, like, you see on LinkedIn,like this person just within this new
position, you're generally happy about it.
Right?
Actually, I had gotten a call somebody,uh, again, a friend of mine who's
with us at G3, Demand Gen Report.
(03:58):
She was this looking to move onand she said, can I be a reference?
I said, absolutely.
The person called me, I said,congratulations, you just hit the
employee lottery with this one.
'cause she is fantastic.
So it's, it's good to say so,
Matt Heinz (04:10):
Yeah.
So, so speaking of you just talkingabout sort of Demand Gen Report, people
see you, like remember B2BMX and Contentto Conversion and the long history
you guys had for the, for the people.
I mean, I mean, a lot of peoplewatching, it's like, Hey, Sal's back.
This is awesome.
Um, but for those that don'tknow you, I mean, you've been
in B2B for a very long time.
Yeah.
Can you talk a little bit aboutyour experience and background?
Sal LoSauro (04:30):
Yeah.
So I mean, when, uh, so again, whenI first, I had worked with Andrew in
the years past, be before, um, whenhe launched uh, G3 Communications.
One of the first publications we hadat the time was Demand Gen Report.
Mm-hmm.
Now remember, this is when, when marketingautomations really in its infancy.
Okay.
So, yeah.
Um, it was, uh, it was, JoePayne was a real big proponent
(04:50):
of having a publication.
That sort of legitimized the spacebecause he was old school like, and
back in the day when I first gotinto B2B publishing, I mean, every
vertical had their own publication.
Typically an event.
Um, so that's the story we had comefrom, we had come from VNU, which
was Miller Freeman back in the day.
Yep.
So we launched, we launched, um, and I hadbeen in print advertising for a long time.
(05:12):
Yeah.
Um, we launched Demand Gen Report andI remember Joe coming to us and saying
like, I have, I have a $10,000 budget.
I'm expecting you guys to drive leads.
And I'm like, mm-hmm.
Oh.
You want results.
This is new.
Right.
So and that was, I mean, that wasbasically Marketo and, and Eloqua
those are two back in the day.
Yeah.
And then as things progressed, allthe different, you know, the different
disciplines that kind of got added on.
And it's amazing 'cause through allthat, the same things like we changed
(05:36):
between ABM and go to market and allthese different buzzwords, but the one
thing remains the same is that is theconnection between sales and marketing.
Yep.
And making sure that those folksare all, you know, are, are in
line and doing the same thing andworking towards a common goal.
Um, and then after a few years ofhaving the publication, and again,
having that base is when we decided weget, we had gone back to our roots of.
(05:58):
You know, events reallybring people together.
Mm-hmm.
And nothing, it's almost like, youknow, it, it's nothing makes people
feel close where you can actuallycomplain about and share your horror
stories and your, and your love storiesabout how things are on your job.
Yeah.
And marketers are, are no different.
They want to hear whattheir peers are doing, so.
That you're right.
Back in the day it was,it was in Manhattan.
It was a Content to Conversion conference.
(06:18):
Mm-hmm.
And, uh, we had had it at the, it wasat the Times Center in Manhattan, and I
think we had a hundred people back then.
That was, that was, mm-hmm.
Yeah.
Had like five or ten sponsors if that,I think it was like six, seven sponsors.
And then every year we just, we sortof grew and then Content to Conversion,
'cause content marketing too was,that was in its infancy, right?
Mm-hmm.
That was like a new buzzword as well.
That's right.
And then we sort of started addingon the different things, which
(06:39):
grew to the B2B Marketing Exchange.
Mm-hmm.
Um, we had, I dunno if you, youprobably remembered that, uh.
It was, uh, Sirius was always outin Scottsdale back in the day.
Mm-hmm.
Mm-hmm.
And it was a greatplace to have the event.
Mm-hmm.
Because it was like everybodyin California was tied to
having all the events out in SanFrancisco 'cause they lived there.
Yeah.
And people on the East coast want to getout of the, you know, I I, I live in New
York, I don't wanna be here in February.
Yeah.
(06:59):
So we're, Scottsdale wasa perfect place for that.
So that's how that was born.
And, and again, I think, um, it'sfunny when, uh, Emerald eventually
acquired a B2BMX, Demand Gen Report,G3 Communications, and they were
closing up the office and I, I askedif I could take one of the signs.
It's a B2BMX.
it's a picture from one of our, like oneof our last events when we were still G3.
The space is something I'vealways, you know, been fond of
(07:22):
and, and instead of grew up with.
So it's great to be back.
Matt Heinz (07:24):
Well, it's a, it's amazing.
You talk about sort of likewhen you guys got started and
it was marketing automation.
It was the beginning of like dripcampaigns and having something
beyond just batch and send.
And you think about, like, I think aboutall the different Content to Conversion,
B2BMXs, all the different Demand GenReport themes you've had over the years.
There's always been these blips oflike, I'm not gonna call 'em fads,
but I guess like innovations andleaps in how we do things, right?
(07:46):
Like marketing automation was one,social selling became one ABM became one.
AI right now is, you know, dominatingconversations on everything
from go to market systems toorg design and everything else.
But you mentioned a commonality thatis still, and we'll still go, and even
as robots start to sell to robots.
Humans are at the centerof these transactions.
And to be able to have a directrelationship, a direct conversation,
(08:11):
to be able to get to the heartof what people care about.
You know, one of the things alwaysstruck me with you is that we weren't
having conversations about sponsorships.
We weren't having conversationsabout buying something.
It was about objectives,it was about emotions.
It was about sort of the thingsthat sort of just drive us right.
And it made, you know, you talkto a hundred salespeople and
99 of 'em are gonna talk abouttheir products and services.
(08:33):
You always invest in the humanelement and the relationships.
And I think that's crazy important.
Sal LoSauro (08:37):
Yeah.
And again, I always tell people,my job is to make your professional
life a little bit easier.
I can't handle your personal life, butyour professional life at the end of the
day, that's what I'm trying here to do.
So the idea is, what areyou trying to accomplish?
How can I help best to help that?
Try to keep it on budget, so,so again, we know how tough that
can be because, you know, budgetsare near and dear to our hearts.
How we can get the results you'relooking for in budget, on time,
(08:59):
and again, work together as a team.
And again, at the end of the, at theend of the day, people like to work
with people who they get along with.
Understand they, you know, empathy is,I think is an important thing, which I
think a lot of times we sort of, peopleforget, like everyone else has, has
other things going on in their lives.
Like, how can we make the time we havetogether, you know, useful and productive?
And that's at the end of theday, we're trying to do right.
Matt Heinz (09:20):
Well, let's double click on that.
Uh, we've got today on Sales PipelineRadio, Sal LoSauro he is the Business
Development Manager for Heinz Marketing.
And so, uh, so doing alittle, that's great.
Uh, LinkedIn yesterday doing the Pipelinetoday, uh, been doing the podcast today,
um, this idea of sort of empathy, right,I think is really important and, you
know in, in the, in Brent Adamson's newforthcoming book, the The Framemaking
(09:42):
Sale, he talks about building confidence.
And if you look at the sales andmarketing materials for a lot of
companies, it's intended to try tobuild confidence in the product and
confidence in you as the seller.
And Brent's point is what you needto be doing is helping prospects
build confidence in themselves.
Confidence in thedecisions they're making.
Confidence in the prioritiesthey are setting confidence that
(10:05):
they're doing the right thingfor themselves in their business.
And I think like he's got a bunchof research to back that up.
I think good natural sellers I thinkare good at that anyway, because
they're thinking about the other person.
Can you talk about that empathy andconfidence in how those work together?
Just as a generalgo-to-market best practice.
Sal LoSauro (10:24):
Absolutely.
I mean, again, you know, as Imentioned, like having, knowing
that the person you're workingwith understands that, again, not
every day is gonna be a great day.
There's gonna be some struggles, right?
We talked about that when youwork with your colleagues,
but also with your clients.
Yeah.
You know how I can basicallylisten to what you're saying.
Um, you know, we, we talkabout that all the time.
You know, I, I tell my kids all thetime, we got two ears in one mouth.
(10:44):
We should listen more, right?
Listen.
Yeah.
What's going on?
How can I help you?
And a lot of times it's, you know,people don't necessarily know what they
need, but they just know they need help.
So I'm trying to listen, listenfor those, what, what that
means, what you're looking for.
Mm-hmm.
And, and sort of like,okay, keen off of that.
Okay, here's what we'retrying to accomplish.
How can we make that happen?
Um, and again, the confidence part ofit, you know, if you, if you listen,
(11:05):
I'm a big Yankee fan and known forhis, you know, his, his heroics in in
October, but his whole thing was always.
I'm confident in October because helooked at, he looked at every at bat,
like it was the first, the same approachhe took the first day of spring training
was the approach he took the last gameof the World Series and he said he put
the work in, so he had the confidence.
(11:27):
So again, you're working with people,you're empathizing, you're hearing
them, you, you create this, thisrelationship, this trust with one another.
That goes a long way whentrying to accomplish goals.
And that's, at the end of the day,that's what we're trying to do.
Help folks to try accomplish their goals.
Matt Heinz (11:40):
It is still very much a relationship business.
And what I've learned in, you know,16, 17 years of selling, you know,
Heinz Marketing Consulting is that,you know, especially when you're
selling people, there's a lot ofthat confidence building goes on.
The relationship building, thetrust factor, the fact that
like, I trust who I'm talkingto, I'm trust who they represent.
I trust that what I'm getting from them isgonna be consistent with what I've heard.
(12:04):
It's not the bait and switch of,oh, you talk to the leader and
then you get the junior interns.
But to have that trust and credibilityby investing in the relationships.
Right.
And sometimes it takes timeto build those relationships.
Some people you meet for the first time.
I mean, what are some of your keys toreally establishing the foundations
of good relationships in B2B selling?
Sal LoSauro (12:24):
Yeah.
I mean, I always tell my, my,when I'm working with folks, it's
always nice to have the one backto pat, one, the one ass to kick.
I'm the guy, I, I don't shy away from it.
I'm the one that like, I'm here tohelp you out and you're, you're dealing
with me, and at the end of the day.
You know that I have yourbest interest at heart.
So when you, when there's an issue, whichagain, issues are, are going to arise.
And I think knowing and understandingthat it's not all gonna be, you
(12:47):
know, uh, rainbows and unicorns.
I tell my wife all the time, mykids, they gotta understand sometimes
there's gonna be struggles, right?
We're gonna, we're gonnaget through it together.
Mm-hmm.
Um, I just think there's a, there'sa genuine, you know, again, a
genuine, I tell people all thetime, I, I could tell pretty much
a, you know, I'm a straight shooter.
You know, what you get is what you see.
Unfortunately.
This is, you know.
Sometimes this is it.
(13:07):
I have, I have, I have a facefor radio and a face for emails.
But you deal with it.
But at least you know what you'regonna get with me all the time.
And I think a lot of times, like youhad said, it's, it's not that bait and
switch, you know, that Sal comes tothe table every time with a certain
set of, of, of, of, uh, of skills.
And I'm gonna listen to you and we'regonna talk through things and we're gonna
work through together a lot of times.
(13:30):
You know, I think where peopleget, people get in trouble where
they, you know, they under, theyover promise and under deliver.
I think there's, there's, therehas to be that, that baseline set
like, here's what we're gonna do.
And again, you, you know, one of thethings when joining, joining the team, I
like, uh, on the site when we talk aboutthe, the culture of Heinz, where mm-hmm.
You know, again, this is our livelihood.
(13:50):
It's not our life.
And I, I want to work hard while we'rehere to make sure everybody's happy.
But that includes us as well, right?
We want to, yeah.
We all wanna be happy andwe all wanna make sure we're
doing, we're doing good work.
So, uh, there's a pridethat, that goes as well.
You know, uh, I'm the son of an immigrant.
My father always taught me, you work hard,there's, there's a pride in it, you know?
Mm-hmm.
Building something, you know, ifit's with your hands or, you know,
(14:15):
the way we do it electronicallynow, there's, there's a pride that
you take in the work you've done.
Again, I'm proud of the work I do withDemand Gen Report and, and the event
and the B2BMX and how I built that.
So I sort of take that same set of,of values and bring it to everything
I'm, I'm doing moving forward.
I think.
It, it, you know, hopefully it, it shows.
Matt Heinz (14:30):
Oh, it does, it does.
I mean, I've known you for a longtime, but it's been really fun to
watch Maria, who's our COO, um,and who runs our growth efforts,
sort of to get to know you as well.
And sort of the deeper she goes, themore she's like, this guy fits here.
Right.
Like, when we talk a lot about our values.
Sal LoSauro (14:45):
Thank you.
Matt Heinz (14:45):
Our, our stated purpose as a business to positively impact careers
and lives by enabling work that matters.
You know, you do that every day.
Some people hopefully pay you for that.
But you do that every day in the valuedeposits you make and the content you
create, the relationships you make, theimpact you have just on people around you.
And again, sometimes you don't getpaid directly or immediately for
that, but it's the right thing to do.
(15:07):
And I think especially as a servicesbusiness, we have to have that mentality
and we think about and celebratethose values on a regular basis.
And so, uh.
Always looking for people that aregonna be values fits and culture add.
Sal, we are mostly a West Coast team.
We're, we're excited to have someonewith a little East coast spirit at
him now, um, to broaden out the team.
So, um, Sal, I'm so excitedthat you're on the team now.
(15:28):
Um, you're gonna start to seeSal online a lot more often.
Uh, you're gonna see himat events moving forward.
We're gonna get 'em back out on the road.
Um, but if you, if you workedwith Sal before, um, look forward
to having you guys engage again.
And, um, yeah.
Thanks so much for beingon the show here today.
Sal LoSauro (15:42):
Thank you very much, Matt.
Again, I'm looking forward toworking with you and the team.
It's, it's everything leadingup has been fantastic.
So, uh, I think it's, uh, it's gonna be avery, very good, uh, addition for us both.
So thank you very much.
Matt Heinz (15:53):
Yep, I'm sure of it.
Alright, well thank youeveryone for watching today.
Thanks for listening.
Uh, we'll be back next week withanother episode of Sales Pipeline Radio.
Until then, take care.
Have a good rest of your week.
Sal LoSauro (16:02):
Bye everybody.
All right.
Welcome everybody to anotherepisode of Sales Pipeline Radio.
I'm your host, Matt Heinz.
Excited to have you all herewith us on another Thursday.
If you are listening, watching,subscribing, downloading,
thank you so much for doing so.
I think we're close to 300,000downloads, Sal of Sales Pipeline Radio.
That's awesome.
Uh, you can always get every episodepast, present and future Sales Pipeline
(00:37):
Radio at Sales Pipeline Radio dot com.
Today, very special guest.
Some of you may have seen thisfrom LinkedIn yesterday, but I'm
excited to have our new businessdevelopment manager, Sal LoSauro,
join us on Sales Pipeline Radio.
How's it going man?
Sal LoSauro (00:50):
It's doing great, man.
So good to be here, Matt.
Matt Heinz (00:52):
Um, I know this isn't really getting the band back together 'cause
we, we'll never work together directly.
Yeah, I mean, we've been ponwe've sponsored parts of sort of
B2B MX and you and I have knowneach other for a very long time.
But like you've, I mean.
I saw on the post yesterday,like, you know, life is short.
You work with people you enjoy.
And I know for a fact that like so manypeople in B2B would say that and have said
(01:13):
that about you and just the relationshipthey have with you and you know, we're all
here to, you know, make a buck and sortof, you know, pay our rent and everything.
But also just working withgood people is important.
And that's, I thought about that whenwe were sort of on the hunt for a
BizDev Manager and that's the firstthing I thought about again when
we, when we've sort of made it work.
So welcome.
Sal LoSauro (01:32):
And I agree wholeheartedly because it is, I mean, we talk
about it all the time, right?
We're not, you know, we're not curingcancer and we should, you know, helping
each other out, working together.
And the people, especially thepeople you work with, right?
We spend more time with oneanother than we, a lot of times
we do with our own family, so.
Yeah.
Working with people that youknow are rubbing you the wrong
way is not the way you wanna be.
Matt Heinz (01:49):
Well, and it's, it's, you know, it doesn't mean that things
are necessarily gonna be easy, right?
Oh, no.
But I think it's even more importantto have people that are values fits
that you know, that you're willing tosort of say, okay, this is hard, this
is gnarly, but we're gonna work onit together and we're gonna be good
people together as we go through it.
I, I, uh, a friend of mineposted something, uh, it was a
(02:10):
few months ago, maybe almost.
Almost a year ago, uh, right.
It was about six months ago, so itwas, um, the 20th anniversary of
a startup we were at going public.
And it was, it was in the real estatespace and it was, it was a lot of fun.
Uh, and in the moment it was hard.
Like there was a lot of really hardstuff and I was earlier in my career
and I wasn't really good at sort oflike, you know, managing all that stuff.
(02:30):
But the post was about the people andabout sort of recognizing 20 years later
how special that group of people was.
And sometimes that worksout, sometimes it doesn't.
But I think having that, like you said,like you know, having a group of people
that you enjoy working with, that you havea level of trust with to go forward and to
figure out hard problems and to not alwaysbe right, but to make adjustments as you
(02:52):
go, I think is just, it's everything.
Sal LoSauro (02:55):
I agree.
I mean, when we first started, you know,going back to, uh, with Andrew, with G3
Communications and we launched when hestarted the company, you know, the big
thing we always talked about was findingpeople that we wanted to work with.
People, we just call the give shit factor.
Like, do people careabout what they're doing?
Right.
Yeah.
'cause it's important and yeah,it's not always gonna be easy, but
when you know someone, you know.
You have someone's backand they have yours.
(03:15):
It makes a world of a difference.
And it's also nice when you, whenyou're done, like you get over
that hump, like there's that,that obstacle in front of you.
Mm-hmm.
And then you're like, youwork together as a team.
You get through, you're like, ah,mean, you come on the other side,
you're like, you're, you're a betterperson because of it, and you're
a stronger team because of it.
That's right.
Um, and again, there's, there's a lotof that that some I think so sometimes
people don't, you know, uh, take thetime to appreciate, I mean, there's
(03:36):
still people, I was actually just talkingto an old colleague of mine where.
You know, uh, when you, you, you'rejust happy to see them succeed.
Mm-hmm.
That makes you feel good.
Like, 'cause they're, they're like,they are, they're, they're your family.
Like, oh wow.
You saw some, like, you see on LinkedIn,like this person just within this new
position, you're generally happy about it.
Right?
Actually, I had gotten a call somebody,uh, again, a friend of mine who's
with us at G3, Demand Gen Report.
(03:58):
She was this looking to move onand she said, can I be a reference?
I said, absolutely.
The person called me, I said,congratulations, you just hit the
employee lottery with this one.
'cause she is fantastic.
So it's, it's good to say so,
Matt Heinz (04:10):
Yeah.
So, so speaking of you just talkingabout sort of Demand Gen Report, people
see you, like remember B2BMX and Contentto Conversion and the long history
you guys had for the, for the people.
I mean, I mean, a lot of peoplewatching, it's like, Hey, Sal's back.
This is awesome.
Um, but for those that don'tknow you, I mean, you've been
in B2B for a very long time.
Yeah.
Can you talk a little bit aboutyour experience and background?
Sal LoSauro (04:30):
Yeah.
So I mean, when, uh, so again, whenI first, I had worked with Andrew in
the years past, be before, um, whenhe launched uh, G3 Communications.
One of the first publications we hadat the time was Demand Gen Report.
Mm-hmm.
Now remember, this is when, when marketingautomations really in its infancy.
Okay.
So, yeah.
Um, it was, uh, it was, JoePayne was a real big proponent
(04:50):
of having a publication.
That sort of legitimized the spacebecause he was old school like, and
back in the day when I first gotinto B2B publishing, I mean, every
vertical had their own publication.
Typically an event.
Um, so that's the story we had comefrom, we had come from VNU, which
was Miller Freeman back in the day.
Yep.
So we launched, we launched, um, and I hadbeen in print advertising for a long time.
(05:12):
Yeah.
Um, we launched Demand Gen Report andI remember Joe coming to us and saying
like, I have, I have a $10,000 budget.
I'm expecting you guys to drive leads.
And I'm like, mm-hmm.
Oh.
You want results.
This is new.
Right.
So and that was, I mean, that wasbasically Marketo and, and Eloqua
those are two back in the day.
Yeah.
And then as things progressed, allthe different, you know, the different
disciplines that kind of got added on.
And it's amazing 'cause through allthat, the same things like we changed
(05:36):
between ABM and go to market and allthese different buzzwords, but the one
thing remains the same is that is theconnection between sales and marketing.
Yep.
And making sure that those folksare all, you know, are, are in
line and doing the same thing andworking towards a common goal.
Um, and then after a few years ofhaving the publication, and again,
having that base is when we decided weget, we had gone back to our roots of.
(05:58):
You know, events reallybring people together.
Mm-hmm.
And nothing, it's almost like, youknow, it, it's nothing makes people
feel close where you can actuallycomplain about and share your horror
stories and your, and your love storiesabout how things are on your job.
Yeah.
And marketers are, are no different.
They want to hear whattheir peers are doing, so.
That you're right.
Back in the day it was,it was in Manhattan.
It was a Content to Conversion conference.
(06:18):
Mm-hmm.
And, uh, we had had it at the, it wasat the Times Center in Manhattan, and I
think we had a hundred people back then.
That was, that was, mm-hmm.
Yeah.
Had like five or ten sponsors if that,I think it was like six, seven sponsors.
And then every year we just, we sortof grew and then Content to Conversion,
'cause content marketing too was,that was in its infancy, right?
Mm-hmm.
That was like a new buzzword as well.
That's right.
And then we sort of started addingon the different things, which
(06:39):
grew to the B2B Marketing Exchange.
Mm-hmm.
Um, we had, I dunno if you, youprobably remembered that, uh.
It was, uh, Sirius was always outin Scottsdale back in the day.
Mm-hmm.
Mm-hmm.
And it was a greatplace to have the event.
Mm-hmm.
Because it was like everybodyin California was tied to
having all the events out in SanFrancisco 'cause they lived there.
Yeah.
And people on the East coast want to getout of the, you know, I I, I live in New
York, I don't wanna be here in February.
Yeah.
(06:59):
So we're, Scottsdale wasa perfect place for that.
So that's how that was born.
And, and again, I think, um, it'sfunny when, uh, Emerald eventually
acquired a B2BMX, Demand Gen Report,G3 Communications, and they were
closing up the office and I, I askedif I could take one of the signs.
It's a B2BMX.
it's a picture from one of our, like oneof our last events when we were still G3.
The space is something I'vealways, you know, been fond of
(07:22):
and, and instead of grew up with.
So it's great to be back.
Matt Heinz (07:24):
Well, it's a, it's amazing.
You talk about sort of likewhen you guys got started and
it was marketing automation.
It was the beginning of like dripcampaigns and having something
beyond just batch and send.
And you think about, like, I think aboutall the different Content to Conversion,
B2BMXs, all the different Demand GenReport themes you've had over the years.
There's always been these blips oflike, I'm not gonna call 'em fads,
but I guess like innovations andleaps in how we do things, right?
(07:46):
Like marketing automation was one,social selling became one ABM became one.
AI right now is, you know, dominatingconversations on everything
from go to market systems toorg design and everything else.
But you mentioned a commonality thatis still, and we'll still go, and even
as robots start to sell to robots.
Humans are at the centerof these transactions.
And to be able to have a directrelationship, a direct conversation,
(08:11):
to be able to get to the heartof what people care about.
You know, one of the things alwaysstruck me with you is that we weren't
having conversations about sponsorships.
We weren't having conversationsabout buying something.
It was about objectives,it was about emotions.
It was about sort of the thingsthat sort of just drive us right.
And it made, you know, you talkto a hundred salespeople and
99 of 'em are gonna talk abouttheir products and services.
(08:33):
You always invest in the humanelement and the relationships.
And I think that's crazy important.
Sal LoSauro (08:37):
Yeah.
And again, I always tell people,my job is to make your professional
life a little bit easier.
I can't handle your personal life, butyour professional life at the end of the
day, that's what I'm trying here to do.
So the idea is, what areyou trying to accomplish?
How can I help best to help that?
Try to keep it on budget, so,so again, we know how tough that
can be because, you know, budgetsare near and dear to our hearts.
How we can get the results you'relooking for in budget, on time,
(08:59):
and again, work together as a team.
And again, at the end of the, at theend of the day, people like to work
with people who they get along with.
Understand they, you know, empathy is,I think is an important thing, which I
think a lot of times we sort of, peopleforget, like everyone else has, has
other things going on in their lives.
Like, how can we make the time we havetogether, you know, useful and productive?
And that's at the end of theday, we're trying to do right.
Matt Heinz (09:20):
Well, let's double click on that.
Uh, we've got today on Sales PipelineRadio, Sal LoSauro he is the Business
Development Manager for Heinz Marketing.
And so, uh, so doing alittle, that's great.
Uh, LinkedIn yesterday doing the Pipelinetoday, uh, been doing the podcast today,
um, this idea of sort of empathy, right,I think is really important and, you
know in, in the, in Brent Adamson's newforthcoming book, the The Framemaking
(09:42):
Sale, he talks about building confidence.
And if you look at the sales andmarketing materials for a lot of
companies, it's intended to try tobuild confidence in the product and
confidence in you as the seller.
And Brent's point is what you needto be doing is helping prospects
build confidence in themselves.
Confidence in thedecisions they're making.
Confidence in the prioritiesthey are setting confidence that
(10:05):
they're doing the right thingfor themselves in their business.
And I think like he's got a bunchof research to back that up.
I think good natural sellers I thinkare good at that anyway, because
they're thinking about the other person.
Can you talk about that empathy andconfidence in how those work together?
Just as a generalgo-to-market best practice.
Sal LoSauro (10:24):
Absolutely.
I mean, again, you know, as Imentioned, like having, knowing
that the person you're workingwith understands that, again, not
every day is gonna be a great day.
There's gonna be some struggles, right?
We talked about that when youwork with your colleagues,
but also with your clients.
Yeah.
You know how I can basicallylisten to what you're saying.
Um, you know, we, we talkabout that all the time.
You know, I, I tell my kids all thetime, we got two ears in one mouth.
(10:44):
We should listen more, right?
Listen.
Yeah.
What's going on?
How can I help you?
And a lot of times it's, you know,people don't necessarily know what they
need, but they just know they need help.
So I'm trying to listen, listenfor those, what, what that
means, what you're looking for.
Mm-hmm.
And, and sort of like,okay, keen off of that.
Okay, here's what we'retrying to accomplish.
How can we make that happen?
Um, and again, the confidence part ofit, you know, if you, if you listen,
(11:05):
I'm a big Yankee fan and known forhis, you know, his, his heroics in in
October, but his whole thing was always.
I'm confident in October because helooked at, he looked at every at bat,
like it was the first, the same approachhe took the first day of spring training
was the approach he took the last gameof the World Series and he said he put
the work in, so he had the confidence.
(11:27):
So again, you're working with people,you're empathizing, you're hearing
them, you, you create this, thisrelationship, this trust with one another.
That goes a long way whentrying to accomplish goals.
And that's, at the end of the day,that's what we're trying to do.
Help folks to try accomplish their goals.
Matt Heinz (11:40):
It is still very much a relationship business.
And what I've learned in, you know,16, 17 years of selling, you know,
Heinz Marketing Consulting is that,you know, especially when you're
selling people, there's a lot ofthat confidence building goes on.
The relationship building, thetrust factor, the fact that
like, I trust who I'm talkingto, I'm trust who they represent.
I trust that what I'm getting from them isgonna be consistent with what I've heard.
(12:04):
It's not the bait and switch of,oh, you talk to the leader and
then you get the junior interns.
But to have that trust and credibilityby investing in the relationships.
Right.
And sometimes it takes timeto build those relationships.
Some people you meet for the first time.
I mean, what are some of your keys toreally establishing the foundations
of good relationships in B2B selling?
Sal LoSauro (12:24):
Yeah.
I mean, I always tell my, my,when I'm working with folks, it's
always nice to have the one backto pat, one, the one ass to kick.
I'm the guy, I, I don't shy away from it.
I'm the one that like, I'm here tohelp you out and you're, you're dealing
with me, and at the end of the day.
You know that I have yourbest interest at heart.
So when you, when there's an issue, whichagain, issues are, are going to arise.
And I think knowing and understandingthat it's not all gonna be, you
(12:47):
know, uh, rainbows and unicorns.
I tell my wife all the time, mykids, they gotta understand sometimes
there's gonna be struggles, right?
We're gonna, we're gonnaget through it together.
Mm-hmm.
Um, I just think there's a, there'sa genuine, you know, again, a
genuine, I tell people all thetime, I, I could tell pretty much
a, you know, I'm a straight shooter.
You know, what you get is what you see.
Unfortunately.
This is, you know.
Sometimes this is it.
(13:07):
I have, I have, I have a facefor radio and a face for emails.
But you deal with it.
But at least you know what you'regonna get with me all the time.
And I think a lot of times, like youhad said, it's, it's not that bait and
switch, you know, that Sal comes tothe table every time with a certain
set of, of, of, of, uh, of skills.
And I'm gonna listen to you and we'regonna talk through things and we're gonna
work through together a lot of times.
(13:30):
You know, I think where peopleget, people get in trouble where
they, you know, they under, theyover promise and under deliver.
I think there's, there's, therehas to be that, that baseline set
like, here's what we're gonna do.
And again, you, you know, one of thethings when joining, joining the team, I
like, uh, on the site when we talk aboutthe, the culture of Heinz, where mm-hmm.
You know, again, this is our livelihood.
(13:50):
It's not our life.
And I, I want to work hard while we'rehere to make sure everybody's happy.
But that includes us as well, right?
We want to, yeah.
We all wanna be happy andwe all wanna make sure we're
doing, we're doing good work.
So, uh, there's a pridethat, that goes as well.
You know, uh, I'm the son of an immigrant.
My father always taught me, you work hard,there's, there's a pride in it, you know?
Mm-hmm.
Building something, you know, ifit's with your hands or, you know,
(14:15):
the way we do it electronicallynow, there's, there's a pride that
you take in the work you've done.
Again, I'm proud of the work I do withDemand Gen Report and, and the event
and the B2BMX and how I built that.
So I sort of take that same set of,of values and bring it to everything
I'm, I'm doing moving forward.
I think.
It, it, you know, hopefully it, it shows.
Matt Heinz (14:30):
Oh, it does, it does.
I mean, I've known you for a longtime, but it's been really fun to
watch Maria, who's our COO, um,and who runs our growth efforts,
sort of to get to know you as well.
And sort of the deeper she goes, themore she's like, this guy fits here.
Right.
Like, when we talk a lot about our values.
Sal LoSauro (14:45):
Thank you.
Matt Heinz (14:45):
Our, our stated purpose as a business to positively impact careers
and lives by enabling work that matters.
You know, you do that every day.
Some people hopefully pay you for that.
But you do that every day in the valuedeposits you make and the content you
create, the relationships you make, theimpact you have just on people around you.
And again, sometimes you don't getpaid directly or immediately for
that, but it's the right thing to do.
(15:07):
And I think especially as a servicesbusiness, we have to have that mentality
and we think about and celebratethose values on a regular basis.
And so, uh.
Always looking for people that aregonna be values fits and culture add.
Sal, we are mostly a West Coast team.
We're, we're excited to have someonewith a little East coast spirit at
him now, um, to broaden out the team.
So, um, Sal, I'm so excitedthat you're on the team now.
(15:28):
Um, you're gonna start to seeSal online a lot more often.
Uh, you're gonna see himat events moving forward.
We're gonna get 'em back out on the road.
Um, but if you, if you workedwith Sal before, um, look forward
to having you guys engage again.
And, um, yeah.
Thanks so much for beingon the show here today.
Sal LoSauro (15:42):
Thank you very much, Matt.
Again, I'm looking forward toworking with you and the team.
It's, it's everything leadingup has been fantastic.
So, uh, I think it's, uh, it's gonna be avery, very good, uh, addition for us both.
So thank you very much.
Matt Heinz (15:53):
Yep, I'm sure of it.
Alright, well thank youeveryone for watching today.
Thanks for listening.
Uh, we'll be back next week withanother episode of Sales Pipeline Radio.
Until then, take care.
Have a good rest of your week.
Sal LoSauro (16:02):
Bye everybody.
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