1175: Beat the Competition at Every Link of the Value Chain w/ Olivier Thierry

WEBVTT 1 00:00:00.120 --> 00:00:04.240 A relationship with the right referral partner could be a game changer for any be 2 00:00:04.440 --> 00:00:08.509 to be company. So what if you could reverse engineer these relationships at a 3 00:00:08.630 --> 00:00:14.230 moment's notice, start a podcast, invite potential referral partners to be guests on 4 00:00:14.310 --> 00:00:19.670 your show and grow your referral network faster than ever? Learn more. At 5 00:00:19.750 --> 00:00:30.179 sweetish Mediacom you're listening to be tob growth, a daily podcast for B TOB 6 00:00:30.339 --> 00:00:34.579 leaders. We've interviewed names you've probably heard before, like Gary Vander truck and 7 00:00:34.619 --> 00:00:38.530 Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:39.210 --> 00:00:44.170 That's because the bulk of our interviews aren't with professional speakers and authors. Most 9 00:00:44.250 --> 00:00:48.450 of our guests are in the trenches leading sales and marketing teams. They're implementing 10 00:00:48.490 --> 00:00:53.640 strategy, they're experimenting with tactics, they're building the fastest growing betb companies in 11 00:00:53.679 --> 00:00:57.079 the world. My name is James Carberry. I'm the founder of sweet fish 12 00:00:57.159 --> 00:01:00.799 media, a podcast agency for BB brands, and I'm also one of the 13 00:01:00.880 --> 00:01:03.790 CO hosts of this show. When we're not interviewing sales and marketing leaders, 14 00:01:04.030 --> 00:01:07.750 you'll hear stories from behind the scenes of our own business, will share the 15 00:01:07.829 --> 00:01:11.189 ups and downs of our journey as we attempt to take over the world. 16 00:01:11.870 --> 00:01:23.180 Just kidding. Well, maybe let's get into the show. Welcome back to 17 00:01:23.299 --> 00:01:26.739 be tob growth. I am your host for today's episode, Nikki Ivy, 18 00:01:26.859 --> 00:01:30.099 with sweet fish media. Guys, I've got with me today Oliviate Heree, 19 00:01:30.379 --> 00:01:34.730 who heads up marketing at quorum. Oliviate, how you doing today? I'm 20 00:01:34.769 --> 00:01:38.650 great. Nikki, how are you doing? I'm doing well. Listen, 21 00:01:38.650 --> 00:01:42.650 I'm excited for the conversation that we're going to have today. We're going to 22 00:01:42.689 --> 00:01:48.519 be talking about when you're in an industry that is going through a transformation, 23 00:01:48.599 --> 00:01:53.519 a digital transformation, the sum of the particular challenges of that provides as a 24 00:01:53.959 --> 00:01:57.040 marketer and how to navigate that. So excited to get into that. But 25 00:01:57.200 --> 00:02:00.909 before we do, Olivier, I was loved of you, just give us 26 00:02:00.909 --> 00:02:04.670 a little bit of background on yourself and what you in the folks at quorum 27 00:02:04.709 --> 00:02:07.990 have been up to these days. Sure, I joined quorum about four and 28 00:02:07.990 --> 00:02:13.189 a half years ago as the chief marketing officer, and the goal here was 29 00:02:13.389 --> 00:02:17.219 to continue the journey of a private equity back company in terms of building out 30 00:02:17.259 --> 00:02:23.259 the brand in the oil and gas industry. We have ten major software products 31 00:02:23.340 --> 00:02:28.819 that cover what we call the spectrum of the energy value chain, which is 32 00:02:28.939 --> 00:02:32.330 everything from every software piece that you might need for getting well in gas out 33 00:02:32.330 --> 00:02:36.810 of the ground, transforming that, transporting that all the way through to the 34 00:02:37.009 --> 00:02:42.050 burner tip in your stove. So we've been busy building out software and engaging 35 00:02:42.129 --> 00:02:45.960 with customers across all of the oil and gas industry. I love it. 36 00:02:46.479 --> 00:02:51.560 What I what I love when I talk to marketers or folks who sell be 37 00:02:51.759 --> 00:02:57.599 to be as, when I get the sense that they understand their role beyond 38 00:02:57.759 --> 00:03:01.150 being a vendor into the the industry that they sell into and they understand that, 39 00:03:01.349 --> 00:03:06.189 you know, success will mean becoming a part of that industry. And 40 00:03:06.229 --> 00:03:09.590 there is a difference and and the way that you talk about the problems that 41 00:03:09.669 --> 00:03:14.860 you guys solve that forum. It sounds like you guys fully understand that and 42 00:03:15.020 --> 00:03:20.060 embrace that versus simply just looking at okay, how do we talk at these 43 00:03:20.139 --> 00:03:23.900 people? How do we talk to these people and more about how do we 44 00:03:23.699 --> 00:03:28.770 elevate the industry? That make sense? Yeah, I mean it goes to 45 00:03:28.889 --> 00:03:31.729 the roots of how the company was created. I mean it's a twenty one 46 00:03:31.770 --> 00:03:38.449 year old company and it's DNA is having deep seated knowledge of the oil and 47 00:03:38.449 --> 00:03:42.639 gas industry. So many, many of our customers love the fact that the 48 00:03:42.759 --> 00:03:47.120 consultants that come along with the software have a terrific understanding of all of the 49 00:03:47.280 --> 00:03:54.080 financial, operational, transactional, basic accounting needs that these folks have across the 50 00:03:54.159 --> 00:03:59.509 various aspects of the Allen Gas Industry. So yes, in fact, we 51 00:03:59.710 --> 00:04:03.789 are solutions experts in, you know, Oillen gas software. I love it. 52 00:04:03.949 --> 00:04:08.990 And so that's that's what we get into. This idea of how you 53 00:04:09.030 --> 00:04:15.460 guys help the folks that you work with to adopt a more digitally synergistic strategy 54 00:04:15.139 --> 00:04:21.420 in the face of transformation day into what exactly where that begins and paint that 55 00:04:21.500 --> 00:04:26.050 picture for us. Yeah, so well, let's let's first of all talk 56 00:04:26.089 --> 00:04:30.889 about where, you know, where digital transformation has really occurred in the past, 57 00:04:30.970 --> 00:04:32.529 and oil and gas, and it was predominantly at getting product out of 58 00:04:32.569 --> 00:04:38.089 the ground. When when a barrel of oil was a hundred dollars of barrel, 59 00:04:38.250 --> 00:04:41.560 which is not too long ago, most of the dollars were spent. 60 00:04:41.959 --> 00:04:44.560 Hey, let's get more out of the ground because we can sell more and 61 00:04:44.720 --> 00:04:47.920 it's highly profitable. All of a sudden, now, when you have oil 62 00:04:48.000 --> 00:04:51.800 and gas at at a barrel price of fifty bucks of barrel right now or 63 00:04:51.949 --> 00:04:58.709 thereabouts, it means you have to become much more efficient, much more operationally 64 00:04:58.870 --> 00:05:02.509 savvy in order to make a profit at that, at literally at an oil 65 00:05:02.550 --> 00:05:08.980 and gas price at which is half what it was. So what we saw 66 00:05:09.300 --> 00:05:14.740 was the shift from not just being digitally smart in the field, at getting 67 00:05:14.740 --> 00:05:17.899 product out of the ground, but being digitally smart all the way through to 68 00:05:17.939 --> 00:05:23.009 the back office, all the way through your accounting systems, breaking through the 69 00:05:23.129 --> 00:05:28.569 silos of workflow and transactions that you're running in your back office operations. So 70 00:05:28.730 --> 00:05:33.649 we've seen that shift from, you know, from basically field to back office 71 00:05:33.689 --> 00:05:39.399 and integrating the two. We saw that transformation begin in two thousand and fifteen. 72 00:05:39.600 --> 00:05:44.759 And so when you say you saw that transformation start to begin, is 73 00:05:44.879 --> 00:05:48.800 this just, you know, looking at where things you know has been trending 74 00:05:49.069 --> 00:05:55.589 as from the overall industry, or is that until that you guys got from 75 00:05:56.029 --> 00:06:00.629 your existing customer base? It's both. The macroeconomic climate was such that oil 76 00:06:00.709 --> 00:06:03.980 and gas took took a hit. So the price per barrel drop. So 77 00:06:04.060 --> 00:06:10.620 that was an indicator our clients or customers. At the time we're already indicating 78 00:06:10.660 --> 00:06:15.660 the smarter ones. We're already starting to think about transforming digitally their their operations. 79 00:06:15.339 --> 00:06:19.209 And then the other dimension was that there was this aging out that was 80 00:06:19.329 --> 00:06:23.649 happening in the oil and gas industry. Essentially, you know, the changing 81 00:06:23.810 --> 00:06:28.529 workforce that most of the oil and gas executives, you know, upper middle 82 00:06:28.649 --> 00:06:31.490 management, we're coming to the age of retirement. So you had this triple 83 00:06:31.610 --> 00:06:39.040 whammy where the customers were looking for increased business agility, better operational efficiency and 84 00:06:39.279 --> 00:06:43.759 being able to bring in millennials into what was essentially an aging out industry. 85 00:06:44.240 --> 00:06:48.310 That all started to converge starting in fifteen and we've been we've been working on 86 00:06:48.470 --> 00:06:53.870 that, on solving that convergence, I think since, as I said, 87 00:06:53.870 --> 00:06:56.790 since the beginning of fifteen, and we're starting to see it now more mainstream 88 00:06:57.670 --> 00:07:00.670 as we as we hit, you know, two thousand and twenty you. 89 00:07:00.829 --> 00:07:03.139 So that's an interesting challenge in and of itself. Right when you're talking about 90 00:07:03.860 --> 00:07:12.420 trying to craft a consistent brand message in mission, when your customer basin you 91 00:07:12.459 --> 00:07:17.250 know by beverage that your prospect base as well is so diverse. How To 92 00:07:17.769 --> 00:07:20.930 tell us what? How you guys approach that problem? Well, you, 93 00:07:21.129 --> 00:07:26.050 you think, if you think about it more. The customer base is diverse 94 00:07:26.129 --> 00:07:30.480 in the sense that it that the oil and gas industry is segmented into essentially 95 00:07:30.600 --> 00:07:33.839 upstream, where you get product out of the ground, midstream, where you 96 00:07:34.439 --> 00:07:39.319 basically transform it into various different kinds of products. That would be like, 97 00:07:39.399 --> 00:07:41.959 for example, if I took oil and gas and then I took gas and 98 00:07:42.040 --> 00:07:46.230 I had or I had methane, butane, etcetera, and then you transport 99 00:07:46.269 --> 00:07:48.870 it down down pipelines and then you ship it and sell it and sell it 100 00:07:48.949 --> 00:07:55.230 to the to the retailers. That's what we call upstream, midstream downstream operations. 101 00:07:55.269 --> 00:07:59.500 And so our customers are diverse in terms of where they sit in that 102 00:07:59.660 --> 00:08:03.899 energy value chain, but their problems are similar, which is rather interesting. 103 00:08:03.980 --> 00:08:09.300 So it the characteristics of the macroeconomic climate affects the entire value chain. The 104 00:08:09.740 --> 00:08:16.370 the the operational efficiency affects the entire value chain. The ability to have the 105 00:08:16.529 --> 00:08:22.610 breakdown operational silos and become more agile a business business affects the entire value chain 106 00:08:22.009 --> 00:08:28.079 and the fact that they're aging out across or there's this changing workforce exists across 107 00:08:28.120 --> 00:08:33.799 the entire value change. So we're a we're actually able to apply a more 108 00:08:33.799 --> 00:08:41.240 high level set of messaging that resonates across the energy value chain to all of 109 00:08:41.279 --> 00:08:45.230 our customers. And yet when you get into the subsegmentation, then you get 110 00:08:45.230 --> 00:08:50.230 into some of the very narrow differentiated elements that are required. But overall we're 111 00:08:50.269 --> 00:08:56.539 able to we're able to take the take the oil and gas industry and treat 112 00:08:56.539 --> 00:09:01.659 it more, you know, more holy, if you will. 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And it sounds 126 00:10:09.370 --> 00:10:13.129 like one of the ways that you do that is kind of practicing what you 127 00:10:13.250 --> 00:10:18.570 preach when it comes to, you know, leveraging new partners and and new 128 00:10:18.690 --> 00:10:24.000 technologies to keep folks engaged across their journey. Talk a little bit about what 129 00:10:24.039 --> 00:10:26.120 that looks like for you guys. Oh Gosh, yeah, we've. So 130 00:10:26.200 --> 00:10:30.320 we've done something that I think is completely unique and oil and gas. So 131 00:10:30.399 --> 00:10:33.720 not only was the industry what I would consider to be a little bit of 132 00:10:33.759 --> 00:10:37.629 a laddered in terms of it adoption as a from a customer perspective, it 133 00:10:37.070 --> 00:10:41.350 was also a laggered from a marketing perspective. So if you look at the 134 00:10:41.429 --> 00:10:45.909 current you know stack that we you that we've built over the last four years 135 00:10:45.950 --> 00:10:50.340 here at forum, everything from using AI based account based marketing, you know, 136 00:10:50.419 --> 00:10:56.299 universal tagging, persona based, you know, content, all of that 137 00:10:56.419 --> 00:11:01.899 being completely tied together and automated and predictive. That's something that I don't believe 138 00:11:01.940 --> 00:11:07.730 any of our competitors in the space have done or or are doing, and 139 00:11:07.970 --> 00:11:15.649 that's allowed us to really understand in great detail why people come to our website, 140 00:11:15.730 --> 00:11:18.080 what they're looking at, what they're engaged with, what we what next 141 00:11:18.399 --> 00:11:22.919 piece of logical content we should serve to them? Why? You know, 142 00:11:24.039 --> 00:11:26.440 how does that perform? How does that convert? And then you know, 143 00:11:26.519 --> 00:11:30.399 the results after that are obviously you know how much, how much of that 144 00:11:30.480 --> 00:11:35.350 turns into converted revenue. So you know, we've built pretty sophisticated engine to 145 00:11:35.470 --> 00:11:41.110 understand what is very narrow market. You know, if you look at it, 146 00:11:41.149 --> 00:11:45.070 I mean it's not something where you've got hundreds of thousands of customers. 147 00:11:45.110 --> 00:11:48.860 You're talking about potential customers. You're talking about maybe, you know, tens 148 00:11:48.899 --> 00:11:52.019 of thousands. So it's a really different, you know, market dynamic. 149 00:11:52.620 --> 00:11:56.500 That's important. I'm glad that you you hit on that. Before we move 150 00:11:56.539 --> 00:11:58.820 on to the next segment, I want to make sure that I get from 151 00:11:58.820 --> 00:12:03.529 you. You know, as you guys have done this. It scaled this 152 00:12:03.690 --> 00:12:09.450 successfully in this industry that's going through this transformation. Other folks who either sell 153 00:12:09.490 --> 00:12:15.759 into the same industry or into similar ones, where might they begin in terms 154 00:12:15.759 --> 00:12:20.720 of how to invest their their time in there? You know resources. So 155 00:12:20.399 --> 00:12:26.600 when you're looking at a vertical market, your marketing approach is very different than 156 00:12:28.240 --> 00:12:31.750 than most other industries. So I've done, as I said, I've done 157 00:12:31.750 --> 00:12:39.950 a lot of different peback vcback software companies where I've run marketing, and in 158 00:12:39.149 --> 00:12:43.629 this one is the first time I've done something so vertically entrenched. And when 159 00:12:43.629 --> 00:12:46.580 you have something like oil and gas or, for that matter, anything that's 160 00:12:46.860 --> 00:12:54.539 deeply vertical, content really becomes a differentiator so that you have very knowledgeable buyers 161 00:12:54.659 --> 00:12:58.929 and you have also a lot of word of mouth reference built, you know, 162 00:12:58.049 --> 00:13:03.730 reference and reference checking. So this becomes a very small community of people 163 00:13:03.809 --> 00:13:07.370 that know each other and trust each other. So you can't you can't sort 164 00:13:07.370 --> 00:13:11.289 of like, you know, superficially say oh well, it doesn't really matter 165 00:13:11.370 --> 00:13:13.759 for these customers. Will do you know, we'll do, we'll do right 166 00:13:13.840 --> 00:13:18.440 by the other set that's over on this side or in the other area. 167 00:13:18.679 --> 00:13:22.039 You can't. Everything that you do has to be meaningful. Purposeful has to 168 00:13:22.080 --> 00:13:26.799 be deep in, in and rich and also has to be, you know, 169 00:13:26.269 --> 00:13:31.669 really up front. I'm so it takes a long time to understand. 170 00:13:31.909 --> 00:13:33.470 It took us, you know, like the team that I built, took 171 00:13:33.509 --> 00:13:37.990 us a couple of years to really get it. Once you get it, 172 00:13:37.110 --> 00:13:41.190 you realize that it's it's really different than anything in the past, and so 173 00:13:41.350 --> 00:13:43.980 what I could give as advice to marketers that are starting down the path of 174 00:13:45.100 --> 00:13:48.059 looking at a vertical be to be is it's going to take you some time 175 00:13:48.580 --> 00:13:56.090 to really understand how to deliver truly meaningful content that resonates sound advice hum and 176 00:13:56.169 --> 00:14:00.889 I do think it's key that you talked about understanding when you go into this, 177 00:14:01.409 --> 00:14:03.490 that it's going to take time to learn this, especially if you want 178 00:14:03.529 --> 00:14:07.769 to do it well and to enter into it lightly and think, like you 179 00:14:07.809 --> 00:14:11.240 kind of alluded to, you will make it cute, will make it you 180 00:14:11.360 --> 00:14:16.399 know, will hack this somehow and folks will like us enough to come on 181 00:14:16.559 --> 00:14:20.840 board and then we'll figure out the rest out afterward. Like, like you 182 00:14:20.879 --> 00:14:22.240 said, it can't be that way. You really do have to be, 183 00:14:22.600 --> 00:14:26.669 as I said, at the top part of this industry. You have to 184 00:14:26.909 --> 00:14:31.309 start with wanting, truly wanting to understand how to elevate the thing and really 185 00:14:31.309 --> 00:14:33.350 help people, and it sounds like that's what you guys have executed. So 186 00:14:33.549 --> 00:14:37.750 thank you so much for laying that out for us the with you did. 187 00:14:37.830 --> 00:14:41.460 There's so much that folks listening can, you know, take from that and 188 00:14:41.500 --> 00:14:46.659 hopefully apply in context and their own organizations. But now, Olivier, that 189 00:14:46.659 --> 00:14:50.860 I have successfully picked your brain and see what I could get out of it, 190 00:14:50.980 --> 00:14:52.570 it is time for you to tell us about what you're putting in it. 191 00:14:52.769 --> 00:14:58.370 So talk to us about something that you you engage with in in life 192 00:14:58.370 --> 00:15:03.769 that is informing your approach or this just, you know, got you excited 193 00:15:03.809 --> 00:15:07.129 these days? Well, it's kind of the analogy I like to use is 194 00:15:07.279 --> 00:15:11.080 that is that, you know, marketing in some ways is the backbeat to 195 00:15:11.200 --> 00:15:13.639 the to the enterprise, and so that's that should give you a clue that 196 00:15:15.360 --> 00:15:20.879 playing drums is kind of like the backbeat of of the business, if you 197 00:15:20.960 --> 00:15:24.629 will, for me. So I've been playing drums for about fifty five years 198 00:15:24.070 --> 00:15:28.710 and in doing so it allows me a great vehicle to escape, you know, 199 00:15:28.950 --> 00:15:33.750 the daily thoughts that you might have about business, about family, of 200 00:15:33.909 --> 00:15:37.460 about anything. You just basically when you're playing, you're completely absorbed in that 201 00:15:37.620 --> 00:15:41.179 moment, and the thing about drums is that it's it's a math exercise. 202 00:15:41.340 --> 00:15:46.980 For me, it's when you're playing essentially different time signatures, you're trying to 203 00:15:46.980 --> 00:15:50.090 figure out how to get your limbs to do things that are not necessarily a 204 00:15:50.769 --> 00:15:58.570 natural a natural outcome. So you're training, you're creating new muscle memory, 205 00:15:58.370 --> 00:16:02.769 and that's kind of what you do in marketing whenever you move into a new 206 00:16:02.809 --> 00:16:06.519 segment or a new industry or you hire New People in the in your marketing 207 00:16:06.559 --> 00:16:11.519 organization, you're creating new muscle memory. And so for me, playing drums 208 00:16:11.559 --> 00:16:15.799 is kind of like it's it's cool, it's fun, but it's also a 209 00:16:15.879 --> 00:16:21.669 mental and physical challenge, and that discipline allows me to come to work and 210 00:16:22.710 --> 00:16:26.070 work with a whole bunch of young folks and, in part, with them 211 00:16:26.470 --> 00:16:30.830 some new muscle memory that they they can take forward. I think this might 212 00:16:30.870 --> 00:16:34.220 be my favorite answer that I've ever gotten to this question because you gave us 213 00:16:34.299 --> 00:16:40.379 so much right. It's everything I ever want to get in an answer and 214 00:16:40.500 --> 00:16:44.539 that we heard not only like again, ways that we can think about the 215 00:16:44.620 --> 00:16:47.970 things that we engage with and how they apply, but a little bit of 216 00:16:48.009 --> 00:16:52.210 inside into what moved you and and I don't think we always get that in. 217 00:16:52.610 --> 00:16:56.169 You know when we've been talking about such you know technical, tactical things. 218 00:16:56.250 --> 00:17:00.129 So thank you so much for for sharing that. I am terrible at 219 00:17:00.169 --> 00:17:04.640 both math and playing the drums, but Nikki Marketing is passion. So yes, 220 00:17:04.720 --> 00:17:07.799 there's a lot of science in it, and we do a lot of 221 00:17:07.839 --> 00:17:11.759 science. We have a huge MARTEX stack. But if you take the passion 222 00:17:11.799 --> 00:17:15.390 out of it and you only think Marktex stact, you will never ever succeed 223 00:17:15.509 --> 00:17:19.789 in marketing. You have to bring passion into it. My goodness, I 224 00:17:19.950 --> 00:17:22.470 know that I don't need to say anything else about that, but I know 225 00:17:22.630 --> 00:17:26.190 that, just like me, everybody who is listening to this has become a 226 00:17:26.349 --> 00:17:30.299 fan of yours very quickly and they're going to want to know how to keep 227 00:17:30.339 --> 00:17:33.140 up with you. Oliviate. Tell us how folks can connect with you. 228 00:17:33.220 --> 00:17:40.859 You can reach me at Olivier underscore tier at qbsolcom. Be Happy to happy 229 00:17:40.940 --> 00:17:45.450 to respond to your emails, or through our through our through quorum software dotcom. 230 00:17:47.089 --> 00:17:48.809 We are always on our social channel, so you can find us and 231 00:17:49.250 --> 00:17:52.089 will be happy to connect with you guys. Thanks so much, Olivia. 232 00:17:52.369 --> 00:17:59.359 You're welcome. We totally get it. We publish a ton of content on 233 00:17:59.480 --> 00:18:02.839 this podcast and it can be a lot to keep up with. That's why 234 00:18:02.880 --> 00:18:07.599 we've started the BETB growth big three, a no fluff email that boils down 235 00:18:07.640 --> 00:18:11.519 our three biggest takeaways from an entire week of episodes. Sign up today at 236 00:18:11.599 --> 00:18:18.150 Sweet Phish mediacoma big three. That sweet PHISH MEDIACOM Big Three