1142: 4 Key Steps to Building a Global Remote Marketing Team from Scratch w/ Chris Storer

WEBVTT 1 00:00:00.000 --> 00:00:04.200 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:04.679 --> 00:00:09.750 invite industry experts to be guests on your show and watch your brand become 3 00:00:09.830 --> 00:00:15.750 the prime resource for decision makers in your industry. Learn more at sweetphish MEDIACOM. 4 00:00:20.629 --> 00:00:24.780 You're listening to be tob growth, a daily podcast for B TOB leaders. 5 00:00:25.379 --> 00:00:28.859 We've interviewed names you've probably heard before, like Gary Vander truck and Simon 6 00:00:28.940 --> 00:00:33.219 Senek, but you've probably never heard from the majority of our guests. That's 7 00:00:33.299 --> 00:00:37.850 because the bulk of our interviews aren't with professional speakers and authors. Most of 8 00:00:37.890 --> 00:00:42.490 our guests are in the trenches leading sales and marketing teams. They're implementing strategy, 9 00:00:42.530 --> 00:00:47.049 they're experimenting with tactics, they're building the fastest growing BTB companies in the 10 00:00:47.130 --> 00:00:50.600 world. My name is James Carberry. I'm the founder of sweet fish media, 11 00:00:50.799 --> 00:00:54.479 a podcast agency for BB brands, and I'm also one of the cohosts 12 00:00:54.520 --> 00:00:58.320 of this show. When we're not interviewing sales and marketing leaders, you'll hear 13 00:00:58.439 --> 00:01:00.960 stories from behind the scenes of our own business. Will share the ups and 14 00:01:02.119 --> 00:01:06.030 downs of our journey as we attempt to take over the world. Just getting 15 00:01:06.629 --> 00:01:15.030 well, maybe let's get into the show. Welcome back to be tob growth. 16 00:01:15.469 --> 00:01:19.260 I'm your host for today's episode, Travis King at Sweet Fish Media. 17 00:01:19.819 --> 00:01:25.939 I'm joined today by Chris Store, BP of marketing at carecentrics. Chris, 18 00:01:26.260 --> 00:01:27.579 welcome to the show, my friend. Thanks for having me, Travis, 19 00:01:29.340 --> 00:01:34.250 of course. So today you're going to be sharing a lot of a lot 20 00:01:34.329 --> 00:01:38.370 of value with us and you're going to touch on insourcing versus outsourcing and marketing 21 00:01:38.409 --> 00:01:44.569 functions, collaboration with a distributed workforce and eight dimensions of a marketing campaign. 22 00:01:45.090 --> 00:01:48.200 But before we get into that, I'd love for you to share with listeners 23 00:01:48.280 --> 00:01:52.200 a little bit about yourself and what you and the team mccrecentrics are up to 24 00:01:52.280 --> 00:01:55.079 these days. Yeah, thanks a lot. So you know, I'm a 25 00:01:55.439 --> 00:02:00.599 traditional marketer. I definitely began my career and AD agency and PR firms, 26 00:02:00.400 --> 00:02:07.750 to believe Boutique, before joining the kind of great expansion of the digital digital 27 00:02:07.870 --> 00:02:12.389 health and the late two thousands, working with company called American well, which 28 00:02:12.430 --> 00:02:16.219 is a Tele Medicine Company, startup called twine health, which was acquired by 29 00:02:16.379 --> 00:02:23.819 Fitbit and now with with care centric. So it's definitely exciting time and healthcare 30 00:02:23.020 --> 00:02:30.009 it there still is loads of opportunity for advancement and ineffatient and technology, and 31 00:02:30.129 --> 00:02:34.330 not just in the kind of medical device and farming area, but really leveraging 32 00:02:34.370 --> 00:02:39.770 intelligence and censors and understanding about people to promote better health and regardless of where 33 00:02:39.770 --> 00:02:46.319 they are, and in our organization focuses on those typically who are older, 34 00:02:46.479 --> 00:02:51.120 may have complex chronic conditions and really do need a lot of health care systems, 35 00:02:51.639 --> 00:02:55.000 and so we help those people heal on an age at home with the 36 00:02:55.080 --> 00:03:00.189 assistance of folks that we bring to their house, versus having them go to 37 00:03:00.389 --> 00:03:05.509 a place to receive care. So happy to share about, you know, 38 00:03:05.590 --> 00:03:08.830 the the organization that we're working to build within carecentrics on a marketing team, 39 00:03:08.830 --> 00:03:15.020 especially in really try to share some men sights of things that have gone right, 40 00:03:15.060 --> 00:03:20.500 maybe things have been constant right, and folks who are looking to take 41 00:03:20.580 --> 00:03:24.979 that next step to really build an internal organization to support the company's marketing efforts. 42 00:03:25.500 --> 00:03:29.650 Awesome. Thank you so much for that, that background and giving the 43 00:03:29.770 --> 00:03:32.650 listener some context. I found that super helpful. So yeah, if without 44 00:03:32.689 --> 00:03:37.610 further ado, let's just dive in. So first, could you share with 45 00:03:37.650 --> 00:03:42.319 us a little bit about how you've built up your marketing department from scratch. 46 00:03:42.719 --> 00:03:46.520 So you touch a little bit on like insourcing outsource and when we chatted prior 47 00:03:46.039 --> 00:03:50.400 so definitely would love to hear a little bit more detail about that. Yeah, 48 00:03:50.400 --> 00:03:53.039 you know, I think every every marketing organization kind of goes through as 49 00:03:53.120 --> 00:03:57.789 the company grows and as the demands of the team grow, the EBB and 50 00:03:57.870 --> 00:04:01.949 flow of needs for internal versus external resources. You know, typically, obviously 51 00:04:02.030 --> 00:04:10.780 smaller organizations try to maintain lean overhead and so they'll lean more on outside resources 52 00:04:10.939 --> 00:04:15.220 as needed and as that responsibility grows and the expertise is needed in house versus 53 00:04:15.300 --> 00:04:20.579 from an agency partner, being able to build that team into a kind of 54 00:04:20.620 --> 00:04:29.490 a dynamic and growing part of the organizations. So recently a careccentrics similar situation. 55 00:04:29.730 --> 00:04:33.850 We're going through a high growth point. Had relied previously on a lot 56 00:04:33.889 --> 00:04:39.160 of agency partners, but really looking to bring that expertise and house, and 57 00:04:39.759 --> 00:04:45.519 part of the reason is to be able to focus on building a unique skill 58 00:04:45.639 --> 00:04:51.720 set for the organization that we have. We sell to a large healthcare organizations 59 00:04:53.230 --> 00:04:59.589 and therefore we have a pretty finite customer base and therefore we are looking to 60 00:04:59.670 --> 00:05:03.990 do kind of specific targeted marketing, but really take into consideration the value proposition 61 00:05:04.069 --> 00:05:09.819 that we bring, the different personage that we're working with within these organizations. 62 00:05:09.939 --> 00:05:13.139 And it does get to be a bit more complex. We can't really just 63 00:05:13.220 --> 00:05:17.819 kind of plug in in agency so well that doesn't have that to think background 64 00:05:18.860 --> 00:05:24.689 with within the realm of the organization to understand that context. So we're really 65 00:05:24.810 --> 00:05:30.209 looking to have a team internally that can manage a good like eighty five to 66 00:05:30.290 --> 00:05:35.120 ninety percent of the work and then outsource that ten to fifteen percent where is 67 00:05:35.199 --> 00:05:39.639 needed and again kind of thinking about the van flow of the team, you 68 00:05:39.720 --> 00:05:43.560 know, where as the team grows, and that also creates opportunities to explore 69 00:05:43.560 --> 00:05:46.360 a new and different areas, whether it's the video or whether that's some of 70 00:05:46.439 --> 00:05:50.470 our content strategy, that you need those other resources until the get to the 71 00:05:50.550 --> 00:05:54.870 point where it makes sense to bring them in house. But you know, 72 00:05:55.110 --> 00:05:59.629 it's I think for a lot of folks thinking about building their teams it's really 73 00:05:59.870 --> 00:06:01.709 it can be kind of maddening to think about right what's the best way to 74 00:06:01.829 --> 00:06:06.300 do this and just, you know, recognize the fact that there's a come 75 00:06:06.339 --> 00:06:12.259 a best way for a moment in time and really try to maximize return of 76 00:06:12.339 --> 00:06:16.740 your investment on resources, whether it's a partner or ntial resources, but especially 77 00:06:16.899 --> 00:06:24.329 for those organizations that are struggling with, you know, complex industries and topics. 78 00:06:24.689 --> 00:06:29.370 You know, bringing resources in house can really it can be pretty life 79 00:06:29.410 --> 00:06:33.000 changing in terms of the ability to quickly get content out there. That's that's 80 00:06:33.079 --> 00:06:38.279 hyper religant your customer. I love that. And and one more quick question 81 00:06:38.319 --> 00:06:43.079 on that topic. What's been the hardest of the biggest hurdle that you've come 82 00:06:43.120 --> 00:06:46.389 across with, you know, doing such a build out? Yeah, so 83 00:06:47.430 --> 00:06:51.589 I'll tell you what I maybe thought the hardest was, versus what kind of 84 00:06:51.629 --> 00:06:56.589 became the hardest. You know, we we are in an interesting time where 85 00:06:56.949 --> 00:07:02.220 the unemployment rate is very low, so talent is pretty scarce and I'm sure, 86 00:07:02.339 --> 00:07:05.740 like many people, it seems like, you know, the calls from 87 00:07:06.339 --> 00:07:13.379 recruiters sometimes never stop and that can make it hard to differentiate in the market 88 00:07:13.420 --> 00:07:18.930 as an employer. And so I expected to go through a kind of significant 89 00:07:18.970 --> 00:07:27.129 amount of time coming through resumes and interviewing and was very shocked that we were 90 00:07:27.170 --> 00:07:31.319 able to fill all of our positions inside a month that we had open. 91 00:07:31.480 --> 00:07:35.160 So that was certainly good news, which I did think was going to be 92 00:07:35.199 --> 00:07:39.759 the artist and trying to keep the car moved down the road at the same 93 00:07:39.800 --> 00:07:45.389 time. The one of the kind of the bigger challenges is unwinding and dialing 94 00:07:45.589 --> 00:07:49.829 back some of the external resources and working through contracts and all sorts of different 95 00:07:49.829 --> 00:07:55.509 iterations, especially as things have been relationships have been developed over the course of 96 00:07:56.189 --> 00:08:01.699 years and different people worked on different contracts. You don't have the a lot 97 00:08:01.779 --> 00:08:05.779 of the same standardized language. So you know, making sure to be both 98 00:08:05.899 --> 00:08:11.930 be respectful of partners and giving them obviously the do do time a lot of 99 00:08:13.089 --> 00:08:16.930 the contract that we have to provide a termination, but you know, really 100 00:08:16.970 --> 00:08:24.490 also making that work within the time and Budget Straits that we all have in 101 00:08:24.970 --> 00:08:28.319 not having too many over route overlapping resources at the same time. So that's 102 00:08:28.720 --> 00:08:33.320 also being new in an organization, figuring out the budgeting process. That stuff 103 00:08:33.360 --> 00:08:39.919 does take a significant amount of time to dive into, but gets a kind 104 00:08:39.960 --> 00:08:43.389 of more painless across the board than I probably thought it would have been. 105 00:08:43.870 --> 00:08:48.029 Got It now. Thanks so much for sharing that that detail and I guess 106 00:08:48.389 --> 00:08:52.669 get that leads me to my next question in terms of you know, collaboration 107 00:08:52.909 --> 00:08:56.580 with a distributed workforce. Do you think that had a little bit to do 108 00:08:56.700 --> 00:09:00.379 with your success in finding a team, you know, within you know, 109 00:09:00.460 --> 00:09:03.220 a month's time, because that, to be honest, it's pretty impressive. 110 00:09:03.259 --> 00:09:07.340 Yeah, I think so. It also attracts, I found, at least 111 00:09:07.340 --> 00:09:09.730 in this experience, it does attract a certain kind of person who has, 112 00:09:11.850 --> 00:09:16.049 in the experience of the cannas that we hired, have had the you know, 113 00:09:16.210 --> 00:09:20.610 working in an office experience for a good amount of time and, you 114 00:09:20.730 --> 00:09:24.360 know, work from home type of job is what they're looking for. So 115 00:09:26.200 --> 00:09:28.600 I think, to your point, that really does have a pretty big impact. 116 00:09:28.639 --> 00:09:33.519 So it's fortunate that we do have a culture that has as a company 117 00:09:33.960 --> 00:09:37.960 we have about twenty two hundred employees in many, many many of them are 118 00:09:37.590 --> 00:09:43.509 remote employees. That that certainly does help. That's an incentive that not everybody 119 00:09:43.549 --> 00:09:48.509 can provide. So not a nonmonetary incentive, which is interesting, but you 120 00:09:48.590 --> 00:09:54.179 know, by having employees really scattered around the country. Obviously trying to make 121 00:09:54.299 --> 00:10:01.139 that the collaboration work is something that it ha has to be a cognizant part 122 00:10:01.139 --> 00:10:07.210 of what the team does, and so one of the things that we implement 123 00:10:07.370 --> 00:10:11.450 so one is we do quarterly on site meeting where we're all come together as 124 00:10:11.490 --> 00:10:16.450 a team in a location. We certainly do have obviously a regular weekly and 125 00:10:16.570 --> 00:10:22.720 team calls, but we also are in the process of implementing a project management 126 00:10:22.759 --> 00:10:24.759 software and a lot of folks are probably familiar with many of these, like 127 00:10:24.840 --> 00:10:30.600 a moneycom or face camp or whatever it might be. But utilizing a tool 128 00:10:31.120 --> 00:10:35.909 to make those kind of one off questions is easy as it is to lean 129 00:10:35.990 --> 00:10:39.669 over and ask somebody so to know the status is something or the do date 130 00:10:39.710 --> 00:10:43.629 or whatever it might be. Just to make it easier for everybody to be 131 00:10:43.750 --> 00:10:48.509 on the same page, we believe will improve the kind of the speed and 132 00:10:48.549 --> 00:10:54.740 efficiency of transferring that information, but also to make it easier to focus on 133 00:10:54.820 --> 00:10:56.460 some of the bigger, you know, the bigger challenges that we're working on, 134 00:10:58.500 --> 00:11:01.539 not simply kind of transferring do dates, etc. So you know, 135 00:11:01.580 --> 00:11:07.649 I think really again, having a distributing workforce for your not meeting facetoface he 136 00:11:07.809 --> 00:11:11.730 you in a lot of ways have to to try to force that collaboration in 137 00:11:11.929 --> 00:11:20.320 order to make it more natural. So kind of genetically modifying to to be 138 00:11:20.440 --> 00:11:22.840 that way. But I do think it's really important for for people because it 139 00:11:22.960 --> 00:11:28.000 is it's a it's a nice opportunity to get great talent wherever people are located, 140 00:11:28.639 --> 00:11:31.759 but you really do have to get to know sure that the essence of 141 00:11:31.799 --> 00:11:33.470 the team in order to get that in that benefit from it. Got It. 142 00:11:33.789 --> 00:11:37.350 and has there been anything that you found that's like kind of been in 143 00:11:37.429 --> 00:11:41.230 your secret source of keeping you know, teams that are, in multiple cases 144 00:11:41.389 --> 00:11:43.629 together, like whether it be, you know, a slack channel or whether 145 00:11:43.629 --> 00:11:48.059 it be, you know, funny emails that they send to each other or, 146 00:11:48.100 --> 00:11:50.179 I mean you mentioned Monday, but is there anything else besides you know, 147 00:11:50.259 --> 00:11:54.539 that tool that you used to keep everyone connected? So you know, 148 00:11:54.620 --> 00:11:58.740 it's interesting and this really does stem from the top of the organization and this 149 00:11:58.940 --> 00:12:05.009 is really our CEO's name is John drew's goal and he he leads by example 150 00:12:05.090 --> 00:12:07.169 with this because he's dealing with it just as much as anybody else. Have 151 00:12:07.250 --> 00:12:16.240 haveing a distributed workforce and he's candid and and personable and one of the in 152 00:12:16.320 --> 00:12:20.840 fact one of the values of care sentences. We we take our work seriously, 153 00:12:20.919 --> 00:12:22.799 not ourselves, and I think that has to be part of it. 154 00:12:22.960 --> 00:12:26.360 You have to kind of let your guard down a little bit and in really 155 00:12:26.559 --> 00:12:30.990 just, you know, try to make it not just about the topic in 156 00:12:31.110 --> 00:12:35.590 hand, because you don't have those opportunities for kind of water cooler talk or 157 00:12:35.629 --> 00:12:41.750 whatever it might be. And I also think there is a certainly a personality 158 00:12:41.870 --> 00:12:46.019 match in you know, I think marketing is probably unique in having people who 159 00:12:46.019 --> 00:12:50.379 are probably more outgoing than not and maybe makes it a little bit easier than 160 00:12:50.500 --> 00:12:54.179 it would for other other types of workforces. But you definitely have to find 161 00:12:54.220 --> 00:12:58.929 the right the right mix of people who are willing to put themselves out there 162 00:13:00.529 --> 00:13:05.529 in order to benefit from that that kind of remote type of connectivity. So 163 00:13:05.649 --> 00:13:09.009 it really it has has much to do with the people, I think, 164 00:13:09.009 --> 00:13:13.960 as it as it does the resources. Really thinking about that as his core 165 00:13:13.039 --> 00:13:16.799 during as you're trying to build up that team. I love that and I 166 00:13:16.799 --> 00:13:22.399 also I feel like I saw somewhere that that he stopped or froze some sort 167 00:13:22.440 --> 00:13:24.440 of pay and help the raise fun. Yeah, people on the team. 168 00:13:24.519 --> 00:13:31.190 Is that real? Yeah, he he froze the pay of the with their 169 00:13:31.190 --> 00:13:35.070 agreement. It wasn't like it was a it just cut him off the dictator 170 00:13:35.149 --> 00:13:39.789 and that they all agreed the tough twenty ex that gives frozer pay in order 171 00:13:39.950 --> 00:13:45.500 to double the pay of the ending was the bottom five hundred workers or so, 172 00:13:46.500 --> 00:13:50.779 bringing them up to a minimum wage of fifteen dollars an hour, you 173 00:13:50.899 --> 00:13:54.899 know, meant six years ago. And think at this point, which is 174 00:13:54.980 --> 00:13:58.090 now, you know, casual governments and state governments are finally getting around to 175 00:13:58.850 --> 00:14:03.129 moving towards that. Right. Yeah, he mean, he definitely he leads 176 00:14:03.169 --> 00:14:09.240 by example. He was actually just recently at a coalition that was at the 177 00:14:09.320 --> 00:14:13.919 g seven, someone called the business for inclusive growth, and it was a 178 00:14:13.399 --> 00:14:22.360 quite a few European and some American companies that were pressing for favorable environments to 179 00:14:22.679 --> 00:14:28.389 to build a culture that rewards employees, just at a much fairer rate than, 180 00:14:28.870 --> 00:14:33.710 you know, than kind of traditionally, and so you start to embrace 181 00:14:33.789 --> 00:14:37.269 these concepts of, you know, is capitalism what's going to lead to the, 182 00:14:37.740 --> 00:14:41.700 you know, at twenty one century economy? And thanks Pour, he's 183 00:14:41.820 --> 00:14:46.139 a term called moral capitalism, but it's, you know, I think it's 184 00:14:46.179 --> 00:14:52.970 interesting to have a CEO who's that involved in a global stage in dialogs about 185 00:14:52.450 --> 00:14:56.289 things that are really pressing business matters, and we even saw with the the 186 00:14:56.330 --> 00:15:03.289 business group came out there. Many of them signed a kind of recommendation for 187 00:15:03.450 --> 00:15:07.360 the business or the purpose of a corporation and that is responsible to all its 188 00:15:07.360 --> 00:15:11.120 stakeholders. But it's easy to sign a document, but actually putting that into 189 00:15:11.159 --> 00:15:16.840 action and saying we're going to actually make this a company that really does care 190 00:15:16.879 --> 00:15:20.320 about employees, where everybody can benefit is, you know, it's quite inspiring. 191 00:15:20.360 --> 00:15:24.870 Yeah, no, I love that and I'd really really value the collaboration 192 00:15:26.110 --> 00:15:30.149 and you know, John, leading by example and showing leaders you know, 193 00:15:30.230 --> 00:15:31.870 the way to, you know, build it from the top down, but 194 00:15:31.950 --> 00:15:35.509 then also you're also doing that in the day to day with your team. 195 00:15:35.549 --> 00:15:39.019 So definitely definitely love that collaboration you guys got going on over there. That 196 00:15:39.179 --> 00:15:43.820 thanks. Today's growth story is about a brand we all know well, are 197 00:15:43.899 --> 00:15:48.100 BND. When they were trying to maximize growth among work travelers, are B 198 00:15:48.259 --> 00:15:50.970 and be new, they needed to develop and execute a content strategy to reach 199 00:15:52.049 --> 00:15:56.330 multiple personas at different stages of the customer journey. Enter hub and spoke marketing. 200 00:15:56.610 --> 00:16:03.490 Hubband spoke managed creative content development and crafted a custom publishing process that allowed 201 00:16:03.570 --> 00:16:07.320 airbnb to develop more content in less time. The end result a lot of 202 00:16:07.480 --> 00:16:14.679 content across multiple channels, all strategically nurturing leads through to conversion. Within the 203 00:16:14.759 --> 00:16:18.190 first six months, are BNB nearly tripled the number of companies enrolled in their 204 00:16:18.269 --> 00:16:23.389 AIRBNB for work program they also saw huge increases in user adoption, with work 205 00:16:23.509 --> 00:16:29.669 travelers booking longer stays and more guests per booking. If you're looking for strategic 206 00:16:29.789 --> 00:16:33.740 content at scale, I've got a hunch hubbands boat can help. Head over 207 00:16:33.899 --> 00:16:40.460 to hub spoke dot marketing growth to schedule your consultation with a content specialist today. 208 00:16:40.899 --> 00:16:45.500 That's hub spoke dot marketing growth. All right, let's get back to 209 00:16:45.580 --> 00:16:52.769 the show. Let's transition a little bit into a no prior we also chatted 210 00:16:52.769 --> 00:16:56.649 a little bit about your eightdimensional marketing campaign, that or that you kind of 211 00:16:56.649 --> 00:16:59.730 run as a framework. Could you tell us a little bit about that? 212 00:17:00.409 --> 00:17:04.359 Sure so, you know, I think that you can take any marketing campaign 213 00:17:04.440 --> 00:17:11.240 and break it out into these eight core buckets, and the reason even to 214 00:17:11.359 --> 00:17:15.559 talk about it is to help give people framework again in the sense of collaboration, 215 00:17:15.789 --> 00:17:19.150 helping get a framework of working together and what pieces of the campaign that 216 00:17:19.269 --> 00:17:22.670 they're all working together on their own important, and so it's not saying that 217 00:17:22.789 --> 00:17:27.829 there's a pyramid here and the top part is is more important than the second 218 00:17:27.869 --> 00:17:32.619 tier and the third tier, etcetera. But really to get people to, 219 00:17:33.339 --> 00:17:37.740 you know, lock arms around what their contribution is the overall campaign. So 220 00:17:37.579 --> 00:17:41.059 the eighth dimensions just that we look at. You know, this could certainly 221 00:17:41.099 --> 00:17:45.250 be variable for for other folks, but you know, we look at the 222 00:17:45.289 --> 00:17:48.650 campaign type. So that's a branding campaign, product, Leegend, nurture, 223 00:17:49.130 --> 00:17:55.369 ABM, and talk about that a later. Corporate Communications and PR then there's 224 00:17:55.410 --> 00:17:57.130 the theme, which is obviously the key message in the call the action, 225 00:17:57.329 --> 00:18:02.480 the type, which is a type of content, distribution type, whether it's 226 00:18:02.519 --> 00:18:07.039 email, social, ads direct the voice, which is a very important one 227 00:18:07.079 --> 00:18:08.400 that I think a lot of people miss. You know, is this the 228 00:18:08.400 --> 00:18:11.079 Voice of the company? Is this the voice of the CEO? Is this 229 00:18:11.200 --> 00:18:15.869 voice of sales, marketing, other subject matter experts, because that really does 230 00:18:15.029 --> 00:18:19.910 matter, thinking about the audience, so obviously sales personas are really important, 231 00:18:21.069 --> 00:18:26.460 but looking at other industry insiders like consultants and analysts, investors, etcetera. 232 00:18:27.019 --> 00:18:30.980 The timeline. So, you know, as we think about campaigns, we 233 00:18:32.220 --> 00:18:36.779 obviously think in terms of a kind of a bit of a curve of, 234 00:18:37.259 --> 00:18:40.059 you know, before, journing, at, during and after, what's going 235 00:18:40.059 --> 00:18:42.170 to happen, kind of going into the campaign. Maybe it's a conference, 236 00:18:42.210 --> 00:18:47.009 we're going to do some pre promotion. What's going to happen during the campaign, 237 00:18:47.089 --> 00:18:51.089 and those are all the different social activities, the advertising, live to 238 00:18:51.210 --> 00:18:56.200 meet etc. And then following the campaign and then finally as performance, and 239 00:18:56.319 --> 00:19:00.960 that's really making sure to set Kepis and goals for each campaign so we can, 240 00:19:02.400 --> 00:19:04.599 you know, have a bench market howery performed and measure it against past, 241 00:19:06.039 --> 00:19:10.509 past results. And I think by breaking it down into these kind of 242 00:19:10.789 --> 00:19:15.309 the simple buckets it it allows people to say, okay, well, I'm 243 00:19:15.309 --> 00:19:18.309 working on this piece of them working in that piece and there will be some 244 00:19:18.430 --> 00:19:22.750 natural collaboration a lot of these areas, but it really just provides you kind 245 00:19:22.789 --> 00:19:26.259 of scaffolding for people to to do build campaigns together, and I think it 246 00:19:26.380 --> 00:19:30.859 really does help a team. Love that. That's super valuable. I think 247 00:19:30.900 --> 00:19:34.700 always for me having a framework to start anything as always like how I love 248 00:19:34.819 --> 00:19:38.650 starting because someone has already done it before. You found success doing it, 249 00:19:38.809 --> 00:19:44.049 so why not think the framework and just apply it and molded to your needs? 250 00:19:44.450 --> 00:19:48.329 So I definitely really love that that dimensional approach. Anything else on the 251 00:19:48.450 --> 00:19:52.089 dimensions before we wrap up in and you share with listeners you know what you're 252 00:19:52.089 --> 00:19:55.880 learning? Are Working on? No, right, you go. Awesome. 253 00:19:56.480 --> 00:20:02.200 So bb growth is always been about highlighting tactics and strategies be to be leaders 254 00:20:02.240 --> 00:20:06.200 can apply to their own teams in order to achieve explosive growth. So, 255 00:20:06.960 --> 00:20:11.430 Chris, could you share with us you know marketing strategy that your team is 256 00:20:11.549 --> 00:20:15.309 currently, you know, trying or thinking about in the future or you're trying 257 00:20:15.349 --> 00:20:18.630 right now? Absolutely. Yeah, yeah, we're actually just getting ready to 258 00:20:19.509 --> 00:20:25.740 kick off a pilot of an account based marketing approach into those folks that kind 259 00:20:25.779 --> 00:20:30.380 of are new to account based marketing. It's really thinking about organizations that are 260 00:20:30.420 --> 00:20:36.970 writing your wheelhouse, so those that meet an ideal customer profile but maybe haven't 261 00:20:37.009 --> 00:20:41.769 had success with from a traditional sale standpoint of outreach and maybe emails, not 262 00:20:41.690 --> 00:20:45.769 email marketing, other types of marketing, really just having hit the market with 263 00:20:45.849 --> 00:20:49.319 that that group yet. So it's sitting down and looking at the organization in 264 00:20:49.359 --> 00:20:55.480 a holistic way. So certainly, looking at whatever profile of the organization, 265 00:20:55.720 --> 00:21:00.400 you have to identify where the value proposition might hit most for whatever product or 266 00:21:00.440 --> 00:21:06.509 service that we want to highlight, thinking about who within the organization we are 267 00:21:06.509 --> 00:21:11.190 aware of and how much they know us or interacted with us in the past. 268 00:21:11.349 --> 00:21:15.950 So it's looking at your personas and mapping actual individuals in an organization to 269 00:21:17.190 --> 00:21:22.420 those personas and then certainly looking at your crm to understand, you know, 270 00:21:22.500 --> 00:21:26.380 what sort of interaction you've had with them in the recent past, and then 271 00:21:26.420 --> 00:21:30.579 also filling in gaps where we don't have contacts in a certain saying as certain 272 00:21:30.619 --> 00:21:37.089 persona, and then leveraging content, and certainly existing content and new content, 273 00:21:37.529 --> 00:21:44.609 to to develop a communication strategy for a set of individuals in really thinking about 274 00:21:44.609 --> 00:21:48.200 again thinking about their organization, thinking about the things that they may be struggling 275 00:21:48.240 --> 00:21:52.759 with, were are opportunities for us to help them with their business, and 276 00:21:53.680 --> 00:21:59.720 really making a best effort on is on all channels that make sense, and 277 00:21:59.880 --> 00:22:07.190 that's everything from from email to sales calls to direct mail to targeted advertising and 278 00:22:07.710 --> 00:22:11.869 maybe even have a conference Geo targeting, in really just thinking about how do 279 00:22:11.990 --> 00:22:18.500 we influence these folks as they know, as they are along their prospecting journey, 280 00:22:18.259 --> 00:22:22.180 and one of the things I mentioned earlier about the voice of the piece. 281 00:22:22.299 --> 00:22:27.180 And in healthcare that becomes pretty important because you do have, you know, 282 00:22:27.299 --> 00:22:33.930 significant influence for different parts of their organization based on a type of skill 283 00:22:33.049 --> 00:22:37.569 set. So like a physician, for instance, you know, typically comes 284 00:22:37.730 --> 00:22:44.210 with a obviously some understanding of credentials and experience and everything, and using that 285 00:22:44.519 --> 00:22:48.960 voice to make a statement, whether it might be you're targeting a CFO at 286 00:22:48.000 --> 00:22:52.880 an organization, there's still value in that clinical voice to, you know, 287 00:22:53.079 --> 00:22:59.309 provide some sort of credibility to the argument that this is good for their organization. 288 00:22:59.750 --> 00:23:02.190 Even if they're really, you know, they're going to be concerned more 289 00:23:02.230 --> 00:23:06.349 about the bottom line, being able to use that medical voice, that that 290 00:23:06.509 --> 00:23:11.269 expertise to deliver a the validity that we're looking for is is really important. 291 00:23:11.789 --> 00:23:15.740 And then, of course, working with sales to share this information so as 292 00:23:15.819 --> 00:23:22.460 we roll out a an ABM campaign around a client, will share regular updates 293 00:23:22.500 --> 00:23:26.140 about who something what what? What are the interesting bites that we're seeing? 294 00:23:26.450 --> 00:23:32.250 Are they picking up them on one value proposition verse another? And then certainly, 295 00:23:32.730 --> 00:23:37.490 you know, looking at how to provide an ongoing structure for for those 296 00:23:37.529 --> 00:23:44.160 folks to be in a regularly nurtured so it's in a spirit of collaboration. 297 00:23:44.359 --> 00:23:48.960 This also obviously then requires not just among the marketing team but among the start 298 00:23:49.079 --> 00:23:53.240 in our case we have a sales and sales strategy team as well as other 299 00:23:53.279 --> 00:23:57.950 subject matter experts in the organization that we want to leverage. There their credibility 300 00:23:59.230 --> 00:24:04.269 to bring, you know, specific and unique messages to these different folks that 301 00:24:04.390 --> 00:24:08.589 were that were looking to influence. So it's exciting. It's fun to be 302 00:24:08.630 --> 00:24:12.339 able to kick it off. It really does intersect from everything, like I 303 00:24:12.460 --> 00:24:18.220 said, that this could be old school direct mail through to retargeting, to 304 00:24:18.420 --> 00:24:25.329 know, other direct online advertising channels, but it really it stands kind of 305 00:24:25.329 --> 00:24:30.849 the whole whole amt of opportunities to use marketing techniques that obviously have been proven 306 00:24:30.890 --> 00:24:34.049 in other ways and just a really hyper target way. So I'm excited to 307 00:24:34.170 --> 00:24:40.759 see how this goes and how the Organization embraces it. Love it. I 308 00:24:40.920 --> 00:24:45.440 love that this has been such a great conversation, Chris, and really appreciate 309 00:24:45.480 --> 00:24:48.640 you diving deep on your you know what you're executing as far as a ABM 310 00:24:48.680 --> 00:24:51.640 approach is going, because I think that's something really important in a lot of 311 00:24:51.720 --> 00:24:55.349 marketers are going to start implementing that more and more definitely in your future. 312 00:24:55.789 --> 00:24:59.910 And as we wrap up, if listeners want to stay connected with you or 313 00:25:00.069 --> 00:25:03.990 follow up to ask any other questions on this topic or anything that you shared, 314 00:25:03.349 --> 00:25:07.259 what's the best way for them to connect with you? Yeah, I 315 00:25:07.539 --> 00:25:11.180 connect man linkedin. Happy to talk. Got It. So you're that guy's 316 00:25:11.220 --> 00:25:12.700 reach out the Chris on Linkedin if you guys have any follow up questions. 317 00:25:14.299 --> 00:25:18.019 And with that. Thank you so much, Chris. We really appreciate being 318 00:25:18.059 --> 00:25:19.220 on the show today. Thank a lot, travis n talk to you. 319 00:25:19.460 --> 00:25:26.250 Take Care You as well. We totally get it. We publish a ton 320 00:25:26.329 --> 00:25:30.609 of content on this podcast and it can be a lot to keep up with. 321 00:25:30.170 --> 00:25:34.289 That's why we've started the BTB growth big three, a no fluff email 322 00:25:34.410 --> 00:25:40.079 that boils down our three biggest takeaways from an entire week of episodes. Sign 323 00:25:40.119 --> 00:25:47.240 up today at Sweet Phish Mediacom Big Three. That sweet fish Mediacom Big Three