Today I am interviewing Joe Apfelbaum, CEO of Ajax Union based in New York.

Joe is a certified Google trainer & B2B digital marketing expert. He has trained over ten thousand business executives about how to increase profits by integrating digital marketing strategies in their business. In addition to his online TV show and weekly podcast, he runs workshops, speaks at conferences and trade shows about Digital Marketing, SEO, Social Media, Email Marketing, Business Networking, and Leadership. He has been featured on Fox Business, Forbes, The Wall Street Journal, Inc Magazine and more.

Don’t forget to subscribe to our podcast on iTunes and give us a review!

3 Key Points

• If you send the wrong message to a person they are going to get turned off. You don’t want to tell somebody to buy now and they don’t even know what you sell, and you don’t even know if they’re a qualified lead for you. You want to build a relationship with them, get them to know who you are, then eventually get them to trust you and then eventually you get them to like you and people do business with people they like, they trust and they know.
• Marketing is not about a guarantee, it’s about testing and anyone that’s been in business knows that they have to allocate a certain budget to do marketing so they can test.
• Top of the funnel messaging or strategy is to get people educated – podcast is very top of the funnel, the book is in the middle of the funnel, when they engage with you that’s bottom of the funnel and hopefully turn them into a customer. Top of the funnel is about creating valuable information that has nothing to do with selling, getting people into some sort of education system and supporting them by giving them the information that they need. Today’s buyers are doing the research way before they contact you.

Mentions

Connect with Joe at LinkedIn, Facebook, Instagram

Visit Joe Apfelbaum’s website at http://www.joeapfelbaum.com/

The Breakthrough Maze (podcasts of coaching entrepreneurs online): http://www.joeapfelbaum.com/category/podcast/

Get mojovated (daily one-minute videos at http://www.joeapfelbaum.com/mojovation/

Ajax Union: https://www.ajaxunion.com/

Watch Joe’s B2B Rap at https://www.ajaxunion.com/b2bx

CEOmojo (Interview of Joe Apfelbaum with 52 CEOs on how they took the business from zero to seven figures) - http://www.ceomojo.com/

Average Joe the CEO 7 Stages to 7 Figures (a book coming out in November 2017)

Entrepreneur Sales School - http://salesschool.io/