Transcript
WEBVTT
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A relationship with the right referral partner
could be a game changer for any be
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to be company. So what if
you could reverse engineer these relationships at a
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moment's notice, start a podcast,
invite potential referral partners to be guests on
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your show and grow your referral network
faster than ever? Learn more. At
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Sweet Fish Mediacom you're listening to be
tob growth, a daily podcast for B
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TOB leaders. We've interviewed names you've
probably heard before, like Gary Vander truck
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and Simon Senek, but you've probably
never heard from the majority of our guests.
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That's because the bulk of our interviews
aren't with professional speakers and authors.
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Most of our guests are in the
trenches leading sales and marketing teams. They're
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implementing strategy, they're experimenting with tactics, they're building the fastest growing betb companies
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in the world. My name is
James Carberry. I'm the founder of sweet
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fish media, a podcast agency for
BB brands, and I'm also one of
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the CO hosts of this show.
When we're not interviewing sales and marketing leaders,
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you'll hear stories from behind the scenes
of our own business, will share
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the ups and downs of our journey
as we attempt to take over the world.
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Just kidding. Well, maybe let's
get into the show. Welcome back
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to be tob growth. I'm your
host for today's episode, Logan Lyles,
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with sweetish media. Today I've got
with me alone, walks. He's the
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VP of marketing over at bisible.
Alone. How's it going today? Many,
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everything is great, good to be
here, awesome. Great to have
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you, man. We're going to
be talking about some dues and don'ts of
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in person events and how to really
strategically align your content team and your events
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team for better abm across all of
this. Before we jump into that,
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I would love for you to share
a little bit of context for people alone
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that don't know. You aren't familiar
with bisible. What are you guys up
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to these days? Sure elect to
do so. busible has been around for
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a while. We are the Event
Success Platform Company, which pretty much means
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that events are not just about managing
them. The will just thinks it's about
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really showing the business outcome and ensuring
that everything that you do, from a
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gender registration on site, pre event, post event, is all about the
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data and the data, but it's
connected to the business outcome. So busible
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is really about driving large events,
posted events and in Abigut of Technology,
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that aligns FR business bolts. I
love it alone. We've been thinking more
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about our event strategy here at sweet
for this sh over the last year,
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so I'm excited to dive into this. You know, before we get into
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some of the tactics, why you
guys see this alignment between your content teams
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and your event teams to be more
effective, and alignment with sales has to
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play into that as well. To
write. For sure, for the modern
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way to you to drive content and
engagement with an audience has led to the
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constant kings the events team in the
dementing having to work really close together and
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being actually part of the same organization. For me, it is me as
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the leader that actually runs all these
teams. It's funny. We just had
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on our podcast the SAP head of
events and she talked a lot about how
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content and events are becoming one organization, also a massive companies like his AP.
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The reason for that is your events, especially if you host a big
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events with different audiences, different persona, in able to not just test your
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content not just understand what your personas
are talking audience cares about, but also
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enable you to become a content curation
machine. And then these events actually lay
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the lead you to be able to
do very good and very focused, targeted
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digital campaigns that take the learning of
the Sauna X at region. Why was
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interested in, in highly engaged in
an event with content case study or x
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y Z. Let's roll it out
in a Webinar and a cantaign series and
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then you know that you're going to
get better traction. So events are not
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just the outcome of digital it's actually
leads to digital clost together. I love
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that. So tell me a little
bit more about that and what you guys
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have done or what the team a
sap shared with you that content curation from
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events leading the more digital. Can
you give us a few examples there?
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Yeah, I'll give you read example. So we just had a we have
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a series of events called experience this
which focuses on experiences in person and digital.
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We partner with on twenty four great
brothers of ours that are doing webinars
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and we do the in person events. So we talk to the people about
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what is the value of life events, the power of life people it.
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And when you do that you think
about where are Geo classes or locations in
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the world with people are more focused
on marketing in person events, close to
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events, and we saw that in
we just didn't want to see attle with
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the one in Boston. We're going
to do in San Francisco, in New
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York. So in the US you're
looking for manufacturing services, technology, spy,
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serve and similar companies like media which
really k about the power of life,
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whether it's digital life or in person
events. And so the way to
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look at it is you understand where
are these people located, what kind of
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content are the best fit to interact
with an engagement and from those learnings,
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from intense learnings on digital and in
person levings, from your Presi event,
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you take all of the together,
you define your event strategy and then,
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even studiedly, needs two place in
front of people that are content and we
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saw that a panel works well for
director level and below, people of Interaction
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about how I've done it and learning
some people that have done it. And
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we saw that the podcast is actually
working watch better for executive for Sauna,
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to really give them something to learn
about. When we talk to the shit
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about why you should do things and
that's how we take it on the road.
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Yeah, and so did that come
from live conversations and pulling that information
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from being in front of folks?
Did you organize it? In some surveys
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you had av attendees. How did
you guys go about gathering that? I
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mean, I love that you're talking
about podcasting being effective for director level and
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above, since that's what we do. So that makes me smile, but
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just curious about how you guys tactically
went about gathering some of that shows.
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So, as I mentioned, visible
is not just an event management solution we
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are but a data lay I think
about ABM on top of events. So
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we believe in the power of data. Data enables you to make decisions through
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insights. So collecting data from our
events, collecting data for partners of clients,
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for dairy events, enables are to
understand what content is best for which
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persona or audience and which location and
at work format, case study video,
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short form, runtable. Taking all
of the learning from our event series,
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taking more learnings from obviously digital intent, talking to people who reviews, collect
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all of it together enable us to
be in best position to understand what should
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be our content strategy and wait the
events fit in into driving that learning.
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A thought to the ship in person, to people, which gets the best
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results for different levels of audience.
I love it. So you guys have
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a little bit of a cheat code
being able to use your own platform there,
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but I think the learning they're that
finding some way to gather that data
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and look at, you know,
the persona types, the seniority level,
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the location in the content type is
something that folks should be now in theory
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and taking that from events where you've
got people's attention and taking advantage of that
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to gather that data is something that
you can do regardless. I love that
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alone. Let's circle back to something
you mentioned earlier at the top of the
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interview, and that's structuring your team, aligning events and contents. What are
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some of the the common areas where
there's just disconnect maybe with some of the
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the teams that you guys have worked
with? It started working with you and
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you've recognized some of this disconnect and
some of the advice that you're giving folks
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to better align those two teams show. So one typical thing we see is
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the events team is siloed from the
content team, which means they come in
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and stay. Okay, where should
we go do events? Okay, we'll
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know where a lot of our clients
are. Now here they are. Let's
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go do events over day and then
content comfort in the gats by XYZ of
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these three sessions. And of course
we need to do a keynote. WHO
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DOESN'T NEED TO DO KENO? And
then let's bring in a keynote. Let's
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play Fiftyzero for speaking, that is
the reverse engineering. What should happen?
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Like every verse, like an Inbund
Funnel. Thank I'll buy. What do
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the people in this region care about? Look at them, acdotal data from
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your systems, your crm, your
one, your lost deals, the personas
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of what, what kind of content
to be stove to them all have you
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seen not fit them? Build that
hierarchy and then, with your content team,
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say should we even do an evening? Maybe we shouldn't do it even
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maybe we should part them with somebody
that has an engaged audience. They ie
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are like. We've partner with different
people in different regis because they they have
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an audience. Be Its complimentary to
the topic of interest, and then put
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together the event after you think about
the content so an example we're doing under
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our brand called in person, which
is what we believe in, the power
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in person, and our event series
is around the podcast and the podcast in
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is on stage and then we have
a panels and experiential stuff off to us.
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We start with what is the audience
in New York City, which is
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the next what we're doing, care
about? Well, they care about people
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in media. They care at big
events, the marathon or the maze's parade
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and all of those things that people
who have said, wow, we're were
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spied with them. It's going to
be a bit different if we do want
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to serve Francisco and it's a tech
audience of midmarket enterprise companies. Should I
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bring for that somebody who's a marathon
that surfaces? God has one, but
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it's not the same, or should
I bring the person who arount oracle world,
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who do the WHO in spies them? Understanding the persona is more than
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understanding. What content did they consume
from you? But which company is do
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they respected? Who Do they want
to be like when they go out today's
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world story is about a brand we
all know well, are BND. When
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they were trying to maximize growth among
work travelers. Are B ANDB new they
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needed to develop and execute a content
strategy to reach multiple personas at different stages
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of the customer journey. Enter hub
and spoke marketing. Hub and spoke managed
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creative content development and craft did a
custom publishing process that allowed airbnb to develop
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more content in less time. The
end result a lot of content across multiple
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channels, all strategically nurturing leads through
to conversion. Within the first six months,
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are BNB nearly tripled the number of
companies enrolled in their AIRBNB for work
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program they also saw huge increases in
user adoption, with work travelers booking longer
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stays and more guests per booking.
If you're looking for strategic content at scale,
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I've got a hunch hub and spoke
can help. Head over to hub
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spoke dot marketing growth to schedule your
consultation with a content specialist today. That's
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hub spoke dot marketing growth. All
right, let's get back to the show.
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I love that. I mean it. It's just good marketing right,
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knowing your customer before you plan to
do something that to try and reach them,
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and this kind of twist on it
in thinking about the geographic nuances which
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makes sense if you're doing in person
events. What is the variable? It's
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it's being in person and you've got
folks in a specific regions. I think
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that's great advice as well alone.
Let's talk a little bit about you know,
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we talked about content working with the
events teams and two areas that they
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are typically working on is what content
are we putting in front of folks leading
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up to the event, and then
how are we following up with different things
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after the event, whether that's email
campaigns or retargeted as? It's those sorts
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of things. So let's touch on
both of those and maybe some dos and
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doubts that you see in each of
those areas. Let's talk about leading up
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to events with content first. Yeah, the whole topic of pre and post
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communication is extremely interesting. That it's
you have to the foot differential between your
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event. Are you hosted event,
field event and a traiture but you're sponsoring
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or participlien starting with hosted events,
this is much more about content, learning
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and meeting people and you have much
for control. You should never tell them,
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oh, we have another happy hour, another this you might be bringing
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in the wrong people. Focus on
what is going to be in the event
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for them. People take time away, it's expensive, even if they don't
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travel to go to an event.
It's alternative cost. They need to come
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out of it with something that's tangible
and remember and something that's memorable and experience.
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So you can other focus on that
angle or the anchor. The anker
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is we added another speaker or we
added another round table. I'm inviting you
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to people like yourself. This goes
back to the matchmaking of trying to be
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one to one. remarketing is move
on to fume. Who is going to
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be the event? What do these
people do? What is this school from
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the lost things they've done with you
and digital and then try to give them
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different journeys. We call this personalization. We have ability to do it and
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we do it also their marketing.
You give them different journeys, IE,
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somebody who's a directory shown intent for
ABM tools. Give them that journey.
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Somebody who is a executive, give
them invitation to the executive CMO dinner and
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not to five breakfast because of my
ms of who you know they're going to
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go back to the office of Bait
too. It is a Oneto one journey,
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dynamic journey capability and you need to
match. Make it so that if
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you have a thousand people come to
the event, they can get similar to
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a thousand to the experiences. Now
let me talk a second about traders.
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That's very different. You get a
list of five thousand people that are probably
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going to be at the show.
Give it to your video or team to
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start breaking the phone writing emails.
She as coming. I mean as a
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Juni forces around the corner and the
amount of emails from getting is ridiculous.
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For everything else, show me value
at a trade show. I'm busy.
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Everybody wants to meet me the and
I want to match make the things I
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care about. You have to look
at what people like me care about.
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It's usually meeting other people like me
who could advocate. And then be very
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careful about overswemming people, because the
last thing you, Wepe of marketing,
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wants to get is twenty emails from
the same video or saying why should,
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why they should meet to me.
So very much curated content and that's very
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important in the pre event. Yeah, how many of those emails are you
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getting alone that are just like hey, if you stop by, we got
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some great swag for you. Yeah, so it's quite a lot. And
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and the funny thing about it is
I can afford my own you know,
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are pods. I really can buy
my own coffee and I'm actually a being
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known to buy my own beer as
well if I want to go every beers
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with friends. So I love the
invitation. But if every event, my
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line of focusing of dozens for many
years is what's the angle? What's the
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anchor? Is the anchor is somebody
interesting or meat? That's cool. If
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the angle is it's a cool new
restaurant or great experience of food or experience
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of a show, experience of different
you will draw a higher level audience.
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If the end goal is common heavy
beer with a video wants to sell something
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respectfully, that's going to be a
little bit changing. I got that great
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advice again. It's about thinking about
what your buyers are going into the event
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thinking about and then reverse engineering from
there. HOW ABOUT POST EVENT FOLLOW UP?
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You did a great job breaking down
free events and dousing downs there.
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Post event can be just as crucial, if not more so. So what
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are some of the things that you
recommend the folks there? Sometimes post even
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to be tricky, and this is
part of the pitticuls that, even we
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are tough times of Towers is assigning
the people to the right people to flop
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with. WHO's woman a WHO do
you meet that really expressed interest in what
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I called a hot lead? That
should be immediately sells ready, give it
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to the person, jump on it, off for the meeting. Is that
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too much? Is it like a
demo or not? So it's always the
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more notes and kepturing of information you
can add for all the people that interacted
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with somebody, the better. That's
one. The second is use the data.
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You have to use the data,
and the data means what did they
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engage with, whether they do in
the air, who did they up to
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the community? How did the right
session? which susially did they go to
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or not? which session to decide
to go into not? If you have
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a proper event technology and look at
the event seriously, all of this data's
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in front of you and you can
abm accounts from the event without even talking
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to them, just what they did
by looking at engagement. So that means
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you have all thesified me. Then
you need to create to them. The
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next step. You should know that
you're buy a journey of people who are
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interested in three sessions revolving around this
technology or the solution or this level already
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for a discovery day. Offer that
to them. If not, give them
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one more piece of Nure, a
bad into the web enough to learn of
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somebody who's done and discovery the really. So it's again it's about a buy,
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a journey, and I think you're
rocket science and inventors. I just
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look at the data very carefully and
try to put them into buckets of continuous
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the main challenge I see a lot
of times, because events is all,
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especially trade shows or hosted events,
of many people, you get bombardied by
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people asking you to meet to them
afterwards. But I a I have and
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raised my hand high enough be it's
like maybe you should give me value and
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sort of saying hey, I want
to pass you to em sell. That
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kind of out a solution. You've
got a mirror what I did at the
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event. What it's called mirroring intent. Very important to do. Yeah,
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yeah, again at this common theme
that you're advocating for alone is is,
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again I said it before, just
good marketing. Start with where your customers
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at, who they are, what
they care about. But be specific,
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since you have this data about you
know which, which sessions did they register
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for? Which one's did they actually
go to? which ones did they rate?
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Well, you can use a lot
of that to inform your approach.
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It's going to look different for folks
for, as you said, different types
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of events, your own events,
trade shows, but the way that you're
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advocating for starting with where is the
buyer and who is the buyer, and
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then approach it as much in a
segment and personalized fashion as you can,
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you're going to set yourself up for
success. I love all of that alone,
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whether it's related to marketing or professional
development or personal development. As we
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wrap things up, I like to
ask a lot of our guests about a
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learning resource that they've been recommending to
other colleagues, friends folks like that.
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Could be a book or a podcast
or anything in between. Would love for
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you to share something else with listeners. If if I could pick your brain
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for one more thing today. Of
course, I actually have two. One
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of them is the in person podcast, which is wood. I can spend
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that ray listen to the people who
do the biggest, best and most amazing
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events, from beach to see,
to be to be and how they go
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through personal position or a challenge of
having thousands of people the event and do
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it an amazing one to want experience
in person. Podcastcom I'm a big believer
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and I've learned a lot. And
the second, and that's for people,
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I guess, it be and IDM. It's just going forms of though,
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Jones at all. That being impressive. And the second one is called the
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ABM leadership allizes, Babm Alay.
This is a coolsocium alliance, all the
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00:19:11.069 --> 00:19:15.150
load of companies that debl and a
BM but put together, forking to ship
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and events around. What is a
BM? How do you unbound and one
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of the best busses around. It
are challenge all of us to learn.
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The more I learned every day for
people in before. Yeah, absolutely,
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it's a great group. I've talked
to several other members of that group and
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really doing a lot to try and
push the category of ABM forward to this
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next level and help folks do it
in a better way, which hopefully folks
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have taken some good stuff from this
interview today along those lines, and I
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certainly have. So I appreciate it. Alone listeners are probably going to want
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to stay connected with you guys,
maybe learn a little bit more about what
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Bisibou does. After listening to this, what's the best way for them to
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00:19:53.440 --> 00:19:59.519
reach out or stay connected? Man
Base about Ofcom in person and anything about
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00:19:59.519 --> 00:20:02.119
the leaving the POB events. You
can find us anytime you google, but
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I love it alone. Thank you
so much for coming on the show man.
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This was fantastic. All the best
things so much. We totally get
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it. We publish a ton of
content on this podcast and it can be
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00:20:14.430 --> 00:20:18.430
a lot to keep up with.
That's why we've started the BOB growth big
293
00:20:18.549 --> 00:20:22.059
three, a no fluff email that
boils down our three biggest takeaways from an
294
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entire week of episodes. Sign up
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