1230: How a B2B Brand Drove 90% Engagement Among Their Top 25 Accounts w/ Etai Beck

WEBVTT 1 00:00:05.799 --> 00:00:09.869 Welcome back to BEDB growth. I'm Logan lyles with sweet fish media. Today 2 00:00:09.990 --> 00:00:12.949 I'm joined by EAT. I back. He's the CO founder and CEO. 3 00:00:12.990 --> 00:00:15.470 Over it follows. Eat, I, welcome to the show. How's it 4 00:00:15.509 --> 00:00:19.989 going today? Hey, good morning guy's going great, lovely whether outside here 5 00:00:20.030 --> 00:00:23.660 in San Mateo and looking forward to chat with you. Awesome. And we 6 00:00:23.739 --> 00:00:26.980 were just talking about the sunshine. It's shining here in Colorado, is shining 7 00:00:27.059 --> 00:00:30.980 in California, wherever our listeners are. Hope they're getting some some nice weather 8 00:00:31.059 --> 00:00:34.979 today. Eat, that we're going to be talking about personalization at scale throughout 9 00:00:35.100 --> 00:00:39.530 the customer journey today, something that is key to what you guys have been 10 00:00:39.570 --> 00:00:43.170 talking about lately. Over it follows. But for some contact for our listeners 11 00:00:43.210 --> 00:00:46.170 who aren't familiar with you and your team, can you give us a little 12 00:00:46.170 --> 00:00:49.009 bit of background on yourself and what you and the team that follows her up 13 00:00:49.049 --> 00:00:52.960 to these days? For sure think you looking to you know, I've been 14 00:00:53.000 --> 00:00:56.280 in business for like fifteen you know. You know what, almost twenty years 15 00:00:56.320 --> 00:01:02.439 now. Started from unified communications and networking and and did a lot of you 16 00:01:02.520 --> 00:01:06.989 know, product management and on product marketing and business development and so on. 17 00:01:07.590 --> 00:01:12.310 And I always have been struggling with. How do you actually message properly to 18 00:01:12.469 --> 00:01:18.579 every one of your talk of accounts. It's scale consistently from both marketing in 19 00:01:18.739 --> 00:01:23.099 sales, and got to the point that that's some stage in my career that 20 00:01:23.180 --> 00:01:25.819 I wanted to see. You know what, I want to solve this. 21 00:01:25.900 --> 00:01:30.939 I wanted to solve it once and fall, and so fall companies that are 22 00:01:30.420 --> 00:01:36.890 kind of effacing enterprise as a market. They deserve better. So here we 23 00:01:36.969 --> 00:01:38.810 are. I love it. I love it and I love to hear that 24 00:01:38.969 --> 00:01:44.849 broad background from product marketing to business development to now, you know, founding 25 00:01:44.890 --> 00:01:49.599 and company. So let's jump in and talk about personalization, because I've heard 26 00:01:49.680 --> 00:01:53.680 this Monitra from you guys as of late. It's not just about personalizing that 27 00:01:53.920 --> 00:01:57.120 email copy or that add it goes a bit broader than that. Tell us 28 00:01:57.120 --> 00:02:01.189 a little bit about the scope and and kind of the future that you guys 29 00:02:01.189 --> 00:02:06.829 are seeing when it comes to personalization throughout sales touch points as well as marketing. 30 00:02:06.870 --> 00:02:08.870 Right. You know what, maybe we should talk a little about why. 31 00:02:09.150 --> 00:02:14.629 Why even personalize anything? Right? I think as consumers, we have 32 00:02:14.909 --> 00:02:20.539 been kind of a use in the in the past decade or so everything became 33 00:02:21.379 --> 00:02:25.419 just hyper personalized. Right, when you go to starbucks, right, do 34 00:02:25.460 --> 00:02:30.169 you choose that very, very specific flavor of coffee in the morning? Right? 35 00:02:30.689 --> 00:02:34.409 Why not everything else like, like, and and with. There's a 36 00:02:34.490 --> 00:02:38.530 whole bunch of different consumer side examples. But when you come to work, 37 00:02:38.530 --> 00:02:44.719 why is it that you need to see ads and emails and sell speeches that 38 00:02:44.800 --> 00:02:49.000 are all to generic and broad? This is this is not working anymore. 39 00:02:49.319 --> 00:02:53.840 The whole theory of a kind of felinear funnel, when marketing are just putting 40 00:02:53.919 --> 00:03:00.909 out their generic content and very broad kind of a campaigns and there are progressing 41 00:03:01.189 --> 00:03:06.430 leads down the funnel to score them and then hand them over to sell this 42 00:03:06.669 --> 00:03:08.909 is a known secret. Right. This is not working well. It's been 43 00:03:08.990 --> 00:03:15.379 working well for those bit to be environments were it's highly reputable velocity cells, 44 00:03:15.780 --> 00:03:19.259 but it's not working well if you have a bit of more complexit in your 45 00:03:19.300 --> 00:03:23.620 cell. Any company that has solution selling, value selling all these people. 46 00:03:24.379 --> 00:03:30.969 They know that they have to treat every customer as its own entity and and 47 00:03:30.330 --> 00:03:35.810 it's time for marketing and sales to come together and find a structured way on 48 00:03:35.889 --> 00:03:39.610 how to do that at massive skills and this is why we think personalization is 49 00:03:39.810 --> 00:03:46.400 the kind of the core of the next generation of the marketing stack and marketing 50 00:03:46.439 --> 00:03:51.639 practice. I imagine some of that unlock for you is mentioning your time in 51 00:03:51.800 --> 00:03:57.590 sales and business development. You know, every bb seller that I know understands 52 00:03:57.710 --> 00:04:01.909 the power of personalization, of taking that generic value prop in and personalizing it, 53 00:04:02.189 --> 00:04:06.550 and also of multi threading. So you know to me it's personalizing based 54 00:04:06.590 --> 00:04:11.180 on the account and the research that you're doing, but it's also based on 55 00:04:11.340 --> 00:04:15.780 the individual, because we all know that there are multiple people involved in every 56 00:04:15.860 --> 00:04:18.660 BEDB buying decision. Are those some of the things that were in your mind 57 00:04:19.180 --> 00:04:25.050 on this topic as well? Eati absolutely when we when we think about personalization, 58 00:04:25.449 --> 00:04:30.730 it is about industry, about account that by a person the role, 59 00:04:30.649 --> 00:04:38.050 it's about the stage of their bier journey, it's about the the specific need 60 00:04:38.290 --> 00:04:44.959 that they have right that a personization is a very sophisticated idea that would really 61 00:04:46.120 --> 00:04:51.480 is aiming a tailoring the discussion between a vendor and the customer or prospect to 62 00:04:51.600 --> 00:04:57.069 be very much on point to what the customers really looking for. Yeah, 63 00:04:57.149 --> 00:05:02.269 absolutely, personalization becomes much more than just those personalization and for folks just listening 64 00:05:02.310 --> 00:05:05.670 to podcast can't see my air quotes around. You know, first name, 65 00:05:05.870 --> 00:05:11.779 title, company, those sorts of things as generic linkedin messages I'm getting today. 66 00:05:12.220 --> 00:05:15.540 So tell us a little bit more eati about where you see some companies 67 00:05:15.660 --> 00:05:21.490 taking this in personalizing every touch point and using synthesizing kind of all this data 68 00:05:21.529 --> 00:05:28.449 from stage in the buyer cycle, persona seniority level, company, size, 69 00:05:28.569 --> 00:05:30.689 company, industry. I mean, it's a lot to take in and it 70 00:05:30.810 --> 00:05:34.610 seems a little bit daunting. Right, right, right. I think they 71 00:05:35.079 --> 00:05:40.000 the reference we need to make you is to account based marketing. A Count 72 00:05:40.040 --> 00:05:45.160 Bass Marketing, or Abim, has been the most innovative trend of the last 73 00:05:45.160 --> 00:05:48.399 two three years in mark, in Motaco, in marketing be to be marketing. 74 00:05:48.439 --> 00:05:55.149 A contass marketing has started many years ago, but recently it was much 75 00:05:55.189 --> 00:06:03.660 about kind of ICP and intense signals and audience building and then providing intense signals 76 00:06:03.699 --> 00:06:08.540 to the sales people. It's all about that kind of a data process. 77 00:06:08.660 --> 00:06:11.660 So let's say and and then there were there were ads on top of it, 78 00:06:11.779 --> 00:06:16.939 right, adds that that are aimed at specific accounts. So now you 79 00:06:17.019 --> 00:06:19.569 have the data, you have the ICP you have the intense signals, you 80 00:06:19.689 --> 00:06:25.290 have the ability to deliver as to specific accounts. Is that? Is that 81 00:06:25.449 --> 00:06:30.529 it? We say it's not, because at the end of that add someone 82 00:06:30.649 --> 00:06:32.920 is clicking, or at the end of the email, someone is clicking, 83 00:06:33.399 --> 00:06:38.360 or if they're getting like something physical in the mail and there is a link 84 00:06:38.639 --> 00:06:44.040 somewhere, someone is going back to some kind of a digital experience online. 85 00:06:44.079 --> 00:06:47.430 And it is that specific or is that generic? And this is what word 86 00:06:47.509 --> 00:06:56.790 we call abx account bass experiences is becoming the the main kind of a next 87 00:06:57.310 --> 00:07:00.980 level of ABM is becoming very popular. We have a lot of customers that 88 00:07:01.060 --> 00:07:05.420 are doing that. We just did the two major case studies, one would 89 00:07:05.420 --> 00:07:11.100 bring central and one with fire eye at B to BMX last week, and 90 00:07:11.300 --> 00:07:15.089 this is becoming a very popular way to go to the market. Are Really 91 00:07:15.170 --> 00:07:19.610 Making sure that those touch points when they're when there is a click of the 92 00:07:19.649 --> 00:07:27.810 end, it's going into a online experience that is incredibly valuable for the customer. 93 00:07:27.930 --> 00:07:31.240 It is very relevant for them, it's very personalized to them. You 94 00:07:31.360 --> 00:07:38.519 can gain a lot of relevant analytics back from that. Right you can support 95 00:07:38.560 --> 00:07:42.920 yourself people with all that data so they really know where to go and win 96 00:07:43.000 --> 00:07:46.670 and so on. Right. So this is kind of the next step and 97 00:07:46.790 --> 00:07:49.149 this is what we focused on, which is the avx part of the ABM. 98 00:07:49.470 --> 00:07:54.350 Like I love the way you put that Abx, so account based experience, 99 00:07:54.509 --> 00:07:58.579 and that's really about. Okay, the marketing has has ended, so 100 00:07:58.779 --> 00:08:01.459 to speak, but the next stage in that journey has happened, because there's 101 00:08:01.500 --> 00:08:05.660 a conversion and looking at how do we personalize there? You mentioned a couple 102 00:08:05.660 --> 00:08:09.060 of companies that you guys are working with right now. Eat I. can 103 00:08:09.139 --> 00:08:13.850 you tell us a little bit about where they started? Okay, we realize 104 00:08:13.930 --> 00:08:18.089 that there is a huge opportunity to make the experience better by personalizing this this 105 00:08:18.410 --> 00:08:22.050 next step, this critical conversion point. Can you talk a little bit about 106 00:08:22.089 --> 00:08:26.689 some of the first steps that they did to figure out how are we going 107 00:08:26.730 --> 00:08:28.680 to personalize there, where we're going to bring the data, how we're going 108 00:08:28.720 --> 00:08:31.720 to make this happen? And then I think we'll have a conversation around some 109 00:08:31.840 --> 00:08:35.559 of the success metrics that they've been able to achieve and what did they have 110 00:08:35.799 --> 00:08:39.320 on their list of what were they measuring once they went down this path. 111 00:08:39.399 --> 00:08:43.190 But I think kind of unpassed acting a little bit about where they started and 112 00:08:43.230 --> 00:08:46.710 then we can talk about, you know, how to measure success in that. 113 00:08:46.269 --> 00:08:50.830 Sure Child. I want to say first that the whole idea of conversion 114 00:08:52.190 --> 00:08:58.580 is blurring because it's a BM. It is much about the journey. It's 115 00:08:58.620 --> 00:09:05.019 about it in nurture kind of emotion. That is, first building awareness with 116 00:09:05.179 --> 00:09:11.250 accounts and then and then you start engaging them with sales and then they're on 117 00:09:11.370 --> 00:09:13.690 seal stick. They lead, but then marketing still are in the picture in 118 00:09:13.769 --> 00:09:18.690 order to provide air cover, and then they become customers and you keep that 119 00:09:18.769 --> 00:09:22.009 journey so it's a complete customer life cycle. Or marketing are always there. 120 00:09:22.210 --> 00:09:26.679 There's no there's no handoff, but rather is kind of a going to get 121 00:09:26.720 --> 00:09:31.039 her to to the market. And then, and then there's a question of 122 00:09:31.279 --> 00:09:35.039 how do you personalize? You'd probably do that by tears, right. That's 123 00:09:35.039 --> 00:09:37.639 what we see customers do right. That would say, Hey, we have 124 00:09:37.919 --> 00:09:41.669 our top tier of accounts, maybe five accounts, ten accounts, twenty five 125 00:09:41.669 --> 00:09:45.190 accounts, fifty counts, depending on how much resources you have to treat each 126 00:09:45.230 --> 00:09:48.750 one of them at the at the top level. And then there's a second 127 00:09:48.789 --> 00:09:52.629 and third tiers and we going need to apply different strategies. Right at the 128 00:09:52.710 --> 00:09:58.899 very top tier, you may want to do incredibly tail or customized kind of 129 00:09:58.580 --> 00:10:03.139 experiences that are based on what you know about that account from a lot of 130 00:10:03.179 --> 00:10:07.970 different kind of sources, right. So, for instance, one of them 131 00:10:07.250 --> 00:10:11.450 you had been doing and discovery. So you know the situation, you know 132 00:10:11.570 --> 00:10:13.049 the project that working on, you know the pain points, you know the 133 00:10:13.129 --> 00:10:16.690 whole thing. Right. So in that case you're going to build like a 134 00:10:16.850 --> 00:10:24.320 destination with content and messaging that is just built for that and then when they 135 00:10:24.360 --> 00:10:26.440 come to the website, to your website, it pops up and say, 136 00:10:26.480 --> 00:10:30.480 Hey, those created content for you. When they click on an ad, 137 00:10:30.799 --> 00:10:33.320 they see the same thing. When it's come communication from cells, to see 138 00:10:33.320 --> 00:10:35.070 the same thing. So what do they start? Like? Like so rings 139 00:10:35.149 --> 00:10:39.950 and for for instance, they started with twenty five accounts and when they thought 140 00:10:39.950 --> 00:10:45.429 about those twenty five accounts, they built it under a very programmatic structure of 141 00:10:45.549 --> 00:10:50.419 personization. When they were thinking about their accounts, what they need and their 142 00:10:50.620 --> 00:10:54.779 verticals and their product that they can offer to really did the very interesting kind 143 00:10:54.899 --> 00:11:01.100 for combination of different dimensions that together built what is it we're going to message 144 00:11:01.139 --> 00:11:03.450 to them? So, once they had that Matrix in front of them. 145 00:11:03.610 --> 00:11:09.529 What they did is they codify that into our platform so that every one of 146 00:11:09.570 --> 00:11:15.009 their accounts, doesn't matter where they actually get exposed to this from, they 147 00:11:15.049 --> 00:11:18.639 will sit the just their own variant. So twenty five accounts. They got 148 00:11:18.799 --> 00:11:22.840 off the ground in the matter of a few weeks, and this was a 149 00:11:24.240 --> 00:11:28.320 ad campaign and email campaign and linkedin campaign and a whole bunch of different channels 150 00:11:28.879 --> 00:11:37.470 were they they measured how much engagement, online engagement, their getting and from 151 00:11:37.590 --> 00:11:41.470 what, what kind of fact, type of personas right and the good, 152 00:11:41.549 --> 00:11:46.389 the great news. We were all like shocked to see that ninety percent of 153 00:11:46.429 --> 00:11:52.059 the accounts engaged with that messaging, with those campaigns. Why? Because they 154 00:11:52.139 --> 00:11:56.299 were on points. There were very, very tello to each one of those 155 00:11:56.299 --> 00:11:58.779 accounts. So you know the situation where I give this example a lot. 156 00:11:58.940 --> 00:12:03.690 When you looking for a new car and you put your eye on on a 157 00:12:03.769 --> 00:12:05.889 BMB right, all of the sudden you see a lot of being doubles in 158 00:12:05.929 --> 00:12:11.690 a freeway, right. So it's the same thing. You have a business 159 00:12:11.850 --> 00:12:16.360 problem that you need to solve in the ring central case. I have something 160 00:12:16.440 --> 00:12:18.840 to do with you in fight communication. Maybe I am replacing my unified communications. 161 00:12:20.000 --> 00:12:24.360 Maybe I need to do something for my international countries. Right. I 162 00:12:24.480 --> 00:12:28.039 need to find the sort, but there is. There is a UN fight 163 00:12:28.120 --> 00:12:31.549 communications topic. All of the sudden I stop paying attention to stuff like that 164 00:12:31.590 --> 00:12:37.669 all around. So someone like Green Central, if there, are catching me 165 00:12:37.549 --> 00:12:41.230 with the right message because they know what is the issue that I'm trying to 166 00:12:41.389 --> 00:12:48.299 solve and paying attention to that. So my tendency to click as a customer 167 00:12:48.419 --> 00:12:52.820 and to read and consume and to learn much much higher. My tendency to 168 00:12:52.940 --> 00:12:56.940 engage with that that vendor and ask for Hey, can I get more help 169 00:12:56.980 --> 00:13:01.129 here is much, much higher. That's why they got nine percent of the 170 00:13:01.169 --> 00:13:05.490 accounts engaged in. Many of them, like the average was a five minutes 171 00:13:05.769 --> 00:13:09.289 each. That's a lot. The average on a on a lending on a 172 00:13:09.370 --> 00:13:15.279 Web page is ten to fifteen seconds. Most people bounce five minutes in average 173 00:13:15.519 --> 00:13:20.519 is a lot. So they've seen tons of success by being very, very 174 00:13:20.639 --> 00:13:24.360 tellent. So that's how they start. The next level after you have that, 175 00:13:24.960 --> 00:13:28.350 is how do you actually steal? So I'll pause and see if I 176 00:13:28.470 --> 00:13:35.350 answer your question about how you start. For today's gross story, we're talking 177 00:13:35.389 --> 00:13:41.230 about all state. I'll stay offers best in class products and services that provide 178 00:13:41.309 --> 00:13:46.340 innovative protection and retirement solutions to millions of households nationwide. But when all state 179 00:13:46.500 --> 00:13:50.860 needed to increase traffic and conversion rates on their website, they knew they should 180 00:13:50.899 --> 00:13:56.129 turn to the pros at Directive. 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But 194 00:14:58.690 --> 00:15:03.409 as opposed to just waiting for them to kind of spot them, which happens 195 00:15:03.450 --> 00:15:07.879 naturally, you lean into that phenomenon and and kind of orchestrated all around them. 196 00:15:07.960 --> 00:15:11.879 Is is what I hear you saying, because you start with the teared 197 00:15:11.879 --> 00:15:16.399 accounts, you based your you base your amount of personalization based on how many 198 00:15:16.440 --> 00:15:20.559 accounts it and your resources. Just be practical about it. And then they 199 00:15:20.919 --> 00:15:24.990 that same level of personalization, whatever that is that you've decided on, is 200 00:15:26.789 --> 00:15:31.549 consistent across sales ads, landing pages, Linkedin and whatever. So that's what 201 00:15:31.629 --> 00:15:35.110 I hear you saying. They're I would love to hear you know any correction 202 00:15:35.230 --> 00:15:37.539 there or let's go to the next step there. No. So this is 203 00:15:37.659 --> 00:15:45.539 this is very accurate. I think the what's actually not unlocking this whole idea 204 00:15:46.340 --> 00:15:52.049 of really being that personalized is technologies like ours. A little promotion here that 205 00:15:52.570 --> 00:15:56.730 is allowing you to really do that very quickly, because you don't need to 206 00:15:56.850 --> 00:16:03.330 integrate a whole bunch of different services, data and whatnot. We we bring 207 00:16:03.490 --> 00:16:08.320 in the data, the identity kind of service, the experience itself, the 208 00:16:08.399 --> 00:16:14.639 analytics is all built into one platform that any person five years or older can 209 00:16:14.679 --> 00:16:18.750 actually kind of a build, and that means that you can really get to 210 00:16:19.549 --> 00:16:23.629 value very fast. So someone like collect me in central they got that off 211 00:16:23.710 --> 00:16:26.669 the ground in the middle of a few weeks and they were able to quickly 212 00:16:26.830 --> 00:16:30.950 iterate and improve, and that's very, very important in these days because the 213 00:16:32.070 --> 00:16:37.379 pace of businesses so is so rapid and you can just keep on doing projects 214 00:16:37.460 --> 00:16:41.500 that take you like months and years and costume millions. You have to be 215 00:16:41.620 --> 00:16:47.529 quick, learn and go to next level. So starting fast, being able 216 00:16:47.570 --> 00:16:52.529 to still bring a very solid personalization to the game, learn from that and 217 00:16:52.649 --> 00:16:56.049 get ready to the next step is incredibly critical. Yeah, absolutely. We 218 00:16:56.490 --> 00:17:00.690 see so many companies who are, you know, talking about podcasting, that 219 00:17:00.809 --> 00:17:03.919 we work with and they take so long just trying to come up with the 220 00:17:03.000 --> 00:17:08.359 exact perfect content plan and and the exact shade on their logo. But those 221 00:17:08.440 --> 00:17:12.519 that hit the battle fast and go and then iterate from there or more successful. 222 00:17:12.559 --> 00:17:15.869 So doesn't matter if it's podcasting or ABM, whatever the case may be, 223 00:17:17.789 --> 00:17:21.069 speed is going to be in your favor. So let's talk a little 224 00:17:21.069 --> 00:17:26.069 bit about scaling and then measuring success as we round at the conversation today time. 225 00:17:26.470 --> 00:17:30.380 Sure. So scaling is is very important. So we have seen also 226 00:17:30.460 --> 00:17:36.339 in the first kind of incarnation of Abam. You feel like maybe you know 227 00:17:36.380 --> 00:17:40.660 the ability to kind of a target ten, fifteen accounts, twenty five accounts, 228 00:17:41.220 --> 00:17:45.130 that's about that. From you know, just do it manually. But 229 00:17:45.250 --> 00:17:48.890 then many for our customers, they come to us when they say, all 230 00:17:48.930 --> 00:17:55.490 right, I was able to do that level, but it was pretty heavy 231 00:17:55.730 --> 00:18:00.599 lifting. Now they told me you were successful. Go Do to five hundred 232 00:18:00.599 --> 00:18:03.000 accounts. And you know what, actually, if you think about it, 233 00:18:03.480 --> 00:18:08.559 if I'm a bit to be vendor and I have an audience of Fivezero targets 234 00:18:08.640 --> 00:18:12.390 in my in my first of all market, or maybe Fiftyzero, each and 235 00:18:12.509 --> 00:18:17.869 every one of them deserve to be served very, very personally. Right. 236 00:18:18.390 --> 00:18:22.470 So I need to make sure that I can scale this. So in order 237 00:18:22.509 --> 00:18:26.390 to scale that now you need to in the second and third tier you need 238 00:18:26.430 --> 00:18:32.460 to start thinking about clusters of accounts, maybe in segments based on topic or 239 00:18:32.500 --> 00:18:37.259 based on vertical or based on what is your major segmentation. But then within 240 00:18:37.420 --> 00:18:44.450 that segment you want to apply dynamic personalization, that is automatically learning the situation 241 00:18:44.690 --> 00:18:48.930 over time and being more and more accurate as time goes. And this is 242 00:18:49.049 --> 00:18:53.970 where technology is in US have, because you cannot anymore do it manually, 243 00:18:55.049 --> 00:18:59.759 doesn't matter how many people you have. So Skilling is is war. ABM 244 00:18:59.880 --> 00:19:03.839 is becoming and you know, if you think, if if you saw recently 245 00:19:03.960 --> 00:19:08.359 some reports from from forester, Steve Case, which is a principle analyst. 246 00:19:08.440 --> 00:19:14.549 There he covers a BM and he's talking about that ABM eventually will become the 247 00:19:14.670 --> 00:19:17.630 fact, will be to be marketing practice. So the ABM is a category, 248 00:19:17.750 --> 00:19:19.750 is going to become the bit to be marking practice. In order for 249 00:19:19.869 --> 00:19:26.140 that to happen, we have to solve that scale of personization. Otherwise we're 250 00:19:26.140 --> 00:19:29.220 going to be limited to maybe a hundred, a hundred fifty accounts. So 251 00:19:29.539 --> 00:19:33.220 to that's where we focused on. We see our customers are now focusing on 252 00:19:33.700 --> 00:19:37.890 because they want to get that ABM or kind of an abx notion to every 253 00:19:37.930 --> 00:19:41.730 one of the accounts, not only the help ones. Yep. So we've 254 00:19:41.809 --> 00:19:45.490 talked about the the first of the two essays is that's coming out in the 255 00:19:45.529 --> 00:19:48.930 conversation today, starting scaling. Let's talk about the third as we rounded out 256 00:19:49.009 --> 00:19:53.440 today, it tight in success. Let's talk about some measuring success. What 257 00:19:53.519 --> 00:19:56.599 are some of the metrics that that your customers are looking at? You talked 258 00:19:56.599 --> 00:20:00.799 about, you know, a great example of looking at engagement both as a 259 00:20:00.880 --> 00:20:06.920 percentage of the accounts and then the time on those assets. What else are 260 00:20:06.960 --> 00:20:11.309 folks going to look at their initial successes? So let's look at it from 261 00:20:11.309 --> 00:20:12.670 a point of view of the SMO, and I want to talk about the 262 00:20:14.349 --> 00:20:19.309 kind of the death of mpls or the death of the liner funnel. Right. 263 00:20:21.390 --> 00:20:29.420 What's what's happening is that cmos these days are more and more minded on 264 00:20:30.339 --> 00:20:33.500 revenue, on pipeline, but they're being challenged by sales for years. They 265 00:20:33.500 --> 00:20:37.410 have been challenged by their CEOS for years and they really have to align with 266 00:20:37.609 --> 00:20:42.450 cells and drive results together. And in essence, if you think about that, 267 00:20:45.210 --> 00:20:52.279 the the work of a good marketing organization is to make sure that sales 268 00:20:52.400 --> 00:20:56.160 are most productive and most impactful. Right. So it's not about how many 269 00:20:56.200 --> 00:21:03.960 m kills I drove, because sales usually don't necessarily kind of respect them. 270 00:21:03.160 --> 00:21:08.549 Many times they don't. But it's about did I provide sales with all they 271 00:21:08.670 --> 00:21:14.789 need in order to go after the right accounts, which are right right now, 272 00:21:15.509 --> 00:21:19.099 to get this message right? And that's very different from what we've done, 273 00:21:19.220 --> 00:21:22.220 have been doing in the past. We have been just doing leads, 274 00:21:22.539 --> 00:21:26.180 score them and kill. Here are leads, here's the playbook, here's the 275 00:21:26.220 --> 00:21:30.779 content, go have fun, and that's not working well right. Instead, 276 00:21:30.859 --> 00:21:34.849 think about what I'm doing, is is as a marketer, what I'm doing 277 00:21:34.970 --> 00:21:41.450 is that I'm actually taking intense data and based on that I'm running campaigns that 278 00:21:41.609 --> 00:21:45.890 could that allowed me to collect more intend data and based on that, I'm 279 00:21:45.930 --> 00:21:51.400 now putting in front of salespeople, Hey, here are some accounts you want 280 00:21:51.440 --> 00:21:53.359 to go after with this message, and, by the way, the campaign 281 00:21:53.440 --> 00:21:56.599 is here, ready to go. Just quick her and it goes from you, 282 00:21:56.359 --> 00:21:59.680 right, and then you just monitor for the analytics, right. That 283 00:21:59.799 --> 00:22:04.029 so the way that I need to measure as as as a marketer is the 284 00:22:04.430 --> 00:22:11.150 level of interest and intent on an account level, right, and then use 285 00:22:11.230 --> 00:22:17.339 that in order to activate sales onto those specific accounts. And then the ultimate 286 00:22:17.619 --> 00:22:22.019 measure is how many new opportunities were created as a result of that and we 287 00:22:22.220 --> 00:22:30.690 have some of our customers show actual pipeline and revenue attribution to those kind of 288 00:22:30.809 --> 00:22:37.930 emotions and they are fantastically high. It just I'm hearing customers that say that 289 00:22:38.009 --> 00:22:41.410 this is working five to six times better than anything else they have done in 290 00:22:41.769 --> 00:22:45.720 the past. Wow, well, that is a great stat in the conversation 291 00:22:47.000 --> 00:22:49.119 on today, I know most sales teams would be looking at, okay, 292 00:22:49.240 --> 00:22:55.160 five to six x what we're doing now in efficiency and and results driven is 293 00:22:55.240 --> 00:22:59.309 something that anybody would stop and take pause over. So each tight this has 294 00:22:59.349 --> 00:23:03.309 been a great conversation. I really appreciate the way that you've unpacked this term 295 00:23:03.390 --> 00:23:07.230 account based experience and then looked at how do we start it, how do 296 00:23:07.269 --> 00:23:11.150 we scale this process and then how do we measure success as we go along? 297 00:23:11.190 --> 00:23:15.740 If anybody listening to this would like to stay connected with you in the 298 00:23:15.779 --> 00:23:18.420 follows team or reach out asking you follow up questions, what's the best way 299 00:23:18.460 --> 00:23:22.980 for them to take those next steps? EASIEST? Go to our website. 300 00:23:23.220 --> 00:23:29.930 FOLLOWSCOM FOLOZCOM, start a chat with our team. Will take it from there. 301 00:23:30.369 --> 00:23:33.490 We are coming out with we came out with the what we call a 302 00:23:33.569 --> 00:23:37.769 blueprint, like the personalization blueprint. That's out there. We have it on 303 00:23:37.930 --> 00:23:42.440 social we have it available for people also from our website. We are coming 304 00:23:42.599 --> 00:23:48.599 now with the kind of a spotlight of blueprint just for abx, so watch 305 00:23:48.640 --> 00:23:52.680 out for that. Stay tuned and we are more than happy to meet any 306 00:23:52.279 --> 00:23:56.470 any process of the customer that is is considering this just to have a workshop 307 00:23:56.630 --> 00:24:00.910 on a bx see how that can apply to their business, whether they buy 308 00:24:00.950 --> 00:24:03.430 from us or not. We're happy to help them with their first few steps. 309 00:24:03.670 --> 00:24:07.309 I love that Eati thank you so much for joining me on the show 310 00:24:07.349 --> 00:24:11.099 today. Thank you very much. Thanks a lot. I hate it when 311 00:24:11.140 --> 00:24:15.220 podcasts incessantly ask their listeners for reviews, but I get why they do it, 312 00:24:15.619 --> 00:24:19.740 because reviews are enormously helpful when you're trying to grow podcast audience. So 313 00:24:19.900 --> 00:24:22.740 here's what we decided to do. If you leave a review for be to 314 00:24:22.740 --> 00:24:27.089 be growth and apple podcasts and email me a screenshot of the review to James 315 00:24:27.130 --> 00:24:30.970 at Street Fish Mediacom, I'll send you a signed copy of my new book, 316 00:24:32.130 --> 00:24:34.650 content based networking, how to instantly connect with anyone you want to know. 317 00:24:36.130 --> 00:24:38.079 We get a review, you get a free book. We both win. 318 -->