Transcript
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Welcome back to be tob growth.
I'm Logan lyles with sweet fish media.
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I'm joined today by Dmitri Drag Elev. He is the founder of just reach
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out, DOT ioh. His previous
company, polar, went from zero to
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forty million page views and ended up
being acquired by Google. He is very
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passionate about PR SEO and has some
results to share with us today, and
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he's going to unpack some of the
tactics that have been very instrumental in his
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success. Dmitri, welcome to the
show. How's it going today? Sir,
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thanks, thanks, good to be
here. It's going amazing. It's
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a great day outside, so doing
well today. Man. Shout out to
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Guetano, who has been a regular
repeat guest on the show, who connected
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US recently. Dmitri, for folks
who aren't as familiar with you as myself
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and gee, tell us a little
bit about your background and what you and
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your team are up to these days. Man, I am a founder of
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just reach out. We help businesses
pitch journalists without the our firms and get
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featured in press every single week,
and so we've helped over fivezero businesses in
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the last six years. They all
use our platform and then outside of that
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I do ask Thee O consulting a
little bit. Mainly just run around with
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my two kids and enjoy the outdoors. I write for a lot of different
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publications, as you can imagine,
all the major ones like fords and entrepreneur,
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but go the list goes beyond the
last ten years. One thousand fourteen
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hundred articles or so. I probably
wow, man, wow, that is
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so cool. Obviously you're drinking your
own champagne there, and that's what we're
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going to be talking about. Is
You know, we talked about your previous
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company, polar was on a tremendous
ride and ended up being acquired by Google.
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I know that you've driven some great
success for further stass companies using your
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platform. Before we get into some
of the how of leveraging Seo and PR
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and and doing it yourself, tell
us why you're so passionate about companies leveraging,
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whether it's your platform or not,
but leveraging some of these tactics to
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do pr themselves so that they can
drive results more quickly. Yeah, I
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think every business out there deserves to
be seeing if they are doing better for
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their customer. So if the customer
is better off with that business in their
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back pocket, then that business deserves
to be seen. Unfortunately, the way
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get seen works is that usually,
if you're listening to the show right now,
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you're thinking about hiring a person who's
going to be your publicist. They
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can be a marketing agency that's just
gets stuff done, they can be some
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type of agency that pitches you.
That could be some kind of other person
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that you hire, anybody, but
it's usually the wrong move. The way
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you want to do this is you
want to prove the process yourself and then
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hire somebody else to execute and scale
it. In other words, you,
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as the founder, or you is
the CMO right now listening to this,
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needs to go out and pitch press
and journalists on something and get a hook
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that gets opens and then you can
go and scale it. And I know
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that you're listening to this. You're
saying, I have no skills in doing
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this, I don't know how I
can be creating these stories and emails.
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I can't do this. And the
truth of matter is, if you are
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a sea level executive or you're a
founder or you're a Cmo, you actually
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better at this then any PR firm. You're going to hire. You know
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why? Because you know your story
better than anyone else. If you work
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for with a PR firm for the
next three months and you pay ten grand
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a month, they will know less
about the problem you're trying to solve then
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you will. If you work with
them for a year, they'll probably know
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less than what it would you know. You know about the problem and you
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deserve you you deserve the press.
You need right and you're the one that
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knows the problem more, and so
you were the best one to come up
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with ideas. Now you might need
facilitators to help you come up with those
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ideas, but you're the one that
needs to prove that what's that pitch,
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that idea is working, and then
you can hire the people to create more
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and more ideas. And I know
there's tons of publicis out there and PR
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people, communications people that probably,
you know, couldn'tradict what I'm saying.
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They won't be happy with this,
I'd say, the majority of them.
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Well, and that's why we never, we don't have a good relationship with
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most like straight up, there people
we used to say forget PR firms and
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in professionals. BP are yourself on
our site just because I saw how mess
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stuff that whole industry is. And
you know, all I have success.
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I've gotten that acquisition. One thousand
four hundred articles, starting as business,
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growing you to five thousand customers.
It's all through DIYPR like and SCEO.
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So I've seen at work for myself. I've seen it work for thousands of
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my customers, where the founder takes
the steering. We owns like, all
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right, we'll send out some pitches. They're going to suck, but I'm
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going to learn what works with doesn't
like that. They're gonna suck, but
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I'm gonna learn that. That is
such a quotable little thing there to meet.
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I love it. You know.
You know what you're saying here.
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If we kind of take your methodology
and your reasoning and apply it to ourselves
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here at sweetfish, we have seen
something similar when not necessarily in PR but
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in sales development. So you know, we found that working with an outside
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sales development firm, it wasn't necessarily, you know, the results that we
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were expecting, but when we took
the time to write the copy and develop
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the messaging and then use them for
the scale, combining our our knowledge of
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our customers the messaging. We wanted
to use that sort of stuff. We
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did see that that Combo work really
well, and so I see what you're
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saying there, because I've seen kind
of a similar example in a different space,
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very much like selling. Pitching journalist
is almost exactly like trying to sell
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your stuff. Yeah, to sell
as human, as the book says.
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Right. So, Dmitri, let's
get into some of the how for listeners
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out there that say, you know
what, this is worth a shot at
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least. I don't know if I'm
convinced yet, but I'm going to try
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something and I'm okay if I suck, because I'm going to learn. Going
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back to your quote, so let's
talk about picking topics. You have some
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very specific strategies to kind of end
around. All right, where do I
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start picking topics to create content on? And obviously you've found a way to
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scale on this. Thos, fourteen
hundred articles are so in recent history.
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Tell us a little bit about where
you begin there and what other founders and
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marketing professionals can learn from that.
So, watching this, I won't bore
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you like I don't have like to
a visual to show you, right,
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but as to you, probably a
majority of you guys probably won't be watching
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this. You be listening to this
right. So the very first thing to
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think about is, one has that
journalist written in my space, and that's
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kind of like the my playbook for
polar, which was acquired by Google.
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We've done this over and over and
over for two years. That was like
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what I live for two years.
Literally I'm in wealth management space. So
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I'm in sales development space. Like, what are people covering right now?
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What's on the first page of Google? What's the first page of Google News
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for Sales Development? One? Are
The topics that I know a lot about,
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right and so with when the wealth
management space, maybe it's Bitcoin that
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is somewhat, you know, making
a splash, but people are kind of
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trashing it. Or maybe in in
sales development it's, you know, texting
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your customers and trying to text people
to get them to respond faster. You
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need to find some kind of unique
twist to a conversation that is hot right
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now, and not only you will
know this. Right at PR firm is
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going to come in and he say, well, this company is so great
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because it has x, Y and
Z, and we're going to pitch him
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and I'm going to try and get
somebody else to cover them because they covered
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in one of my other clients.
That is usually the wrong thing to do.
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The right thing to do is you, as a founder, putting a
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completely unique twist on what is happening. So, if you're in a wealth
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management straight up, what do you
think on Bitcoin? Investing in Bitcoin,
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saving with Bitcoin right now with a
such volatile market? You know, that
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could be one idea that you know
white rising your head if you're at all
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interested in that. You know,
if your sales development, you using texting,
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I using chat. How is that
converting compared to email and phone calls?
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Do you have any data around that? So these are ideas that shoot
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you know, you should start brainstorming
basically as you are looking at headlines and
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then the idea there. The next
part is really imagine you are at a
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conference with that person who wrote an
article on that topic. How do you
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start a conversation? How would you
say it out loud and write your email
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pitch to them as if you're talking
to them out loud? Actually read that
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thing to yourself as if you're saying
it to them, reverset it and if
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anything sounds off screw it, just
like Yep, man, I love that
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so much. James and I talked
about that here. It's we fish all
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the time. You know. will
read email copy and just say that does
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not sound like something you would say
to a friend at a coffee shop.
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Right, you've got to what you
said. They're is so key. You've
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got to write the copy and then
you've got to read it out loud.
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It may feel awkward it at first, but hey, we're all under quarantine.
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You're in your Home Office by yourself, nobody but the dog is listening,
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probably so so push through right,
because I found so many times a
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quick little hack that's worked for me
is I will open up a Google dog
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before I ever open up that compose
for for the email, and I'll go
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to tools and I'll hit voice typing
and I will just start to just start
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to talk, and that will help
me get some words out. Now,
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you know I'll have to clean it
up for grammar and that sort of stuff,
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but something happens right when our fingers
hit the keyboard where we start typing
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like we would never talk. So
if you start with actually typing with your
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voice, then you avoid some of
that friction and I just see so many
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pr emails that are so long and
you would never, you know, go
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on for five paragraphs when you start
a conversation with someone you know. And
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I'm at a car that's bad.
And this is a little bit of a
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tange and as all of our like
anxiety and kind of like fears that are
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in the back of our minds,
be it about like money or whatever is
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going on now. We're doing outreach, whatever it is. If, at
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the end of the day, you
take like three minutes to literally right it
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out and say it out loud,
it just loses power. Usually whatever that
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fear is. It's like a big
thing that I've learned over the last two
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years. It's for something that happens
when you say the stuff out loud.
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It just loses its power in terms
of fear you know that you have,
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but then it's in powers you to
create an amazing copy for email pitches.
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Yeah, man, I love that. I also love what you're saying about,
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you know, going to the source, Google those phrases and look at
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what look at what the first page
of Google is is showing you, because
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every update to Google's algorithm, it's
less and less about getting around the system
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and gaming the algorithm, and it
is Google's getting better at connecting searchers with
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what is delivering their search intent and
so we're big believers that, you know,
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you can use Google autosuggest and the
first page of Google and look at
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those results to kind of reverse engineer
the pitches you should be making in the
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content you should be creating. So
tell us a little bit about this idea
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of, you know, starting your
outreach for links even before you finish the
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article. To me it kind of
like, again, another analogy of but
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writing your headline before you start writing
the article, you know, and kind
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of flipping things. Tell us a
little bit about now you go for,
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you know, this outreach for links
in tandem with writing the content. Yeah,
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so the goal of really business listening
to this, is to get publicity
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and exposure, right, the holy
grail. The way you do that is
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content, and the way you're going
to kind of do this at scale if
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you have one piece of content on
your blog that ranks really high for your
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Keach term. In the matter of
pipe drive, for example, most people
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listening to this null pipe drive.
They've been the customer of ours, have
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been the consulting client of mine for
years, years and years. One of
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the first projects me and Gaytan of
actually worked on was this project to rank
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them number one for the term sales
and management. There's a blog post on
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their side that's still out ranks wikipedia
for the term sales management. The sales
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management gets Seventyzero, eightyzero searches per
month and we outrank wikipedia for it.
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Now to do that, any business, if they want to start with something,
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they would write a piece of content
and when as they're writing that piece
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of content, they need to start
thinking about getting links to that piece of
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content, and the way to do
that is to figure out what kind of
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examples, what kind of templates,
what kind of reef courses will you have
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in that article to make sure that
you get links to those resources. So
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in that specific case, sales management
in no guide to say sales management.
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We added specific examples of like typical
job descriptions for sales manager, typical salaries
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for a sales manager, data on
sort of how long a typical sales manager
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stays with a company and sales management
techniques section. So these are things that
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are people can link to and you
can link to in the future. So
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a says you're writing that article,
you can go and outreach the cresh desk,
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or maybe you go to Linkedin blog
or maybe sales folk and say hey,
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I'd love to write an article for
you about sales management techniques. Were
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putting together a definitive guide on our
side. It's not ready yet, but
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I have some content and interesting research
that I'd like the right for you.
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You're lining those up because when you're
ready with your main article on your pipe
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drives blog, you need to have
four or five of them lined up so
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then you turn around and you write
those guest posts for all these other publications
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or these blogs on sales folk and
similar ones, right so that then those
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links are almost instantly there after you
finish your main piece on your own blog.
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And to do that really to help
yourself link back to your own site
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and help others do the same,
you need kind of like the holy grails
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in that blog post on something you
know. It could be the breakdown between,
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you know, sales manager, mayor's
force ASS companies versus a different industry
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versus, you know, mom and
pop shops. There can mortar. Could
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be some kind of data like that. COULD BE A survey of sales managements
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where they are most product if the
environments their productive in something like that.
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But you want to start thinking in
terms of that content, and this is
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just for that example, in your
space, where it is start thinking that
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way and start including maybe just one
thing that you think would you'd have an
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easy way to link back to and
turn it into a whole guest article somewhere
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else. Needs to be natural and
Statistics data, that kind of stuff is
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really good to add and, as
a lick acid, think of it as
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like you'll never be able to take
everything you add into this blog post on
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your own site and move it into
another piece anywhere else. You have to
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kind of reference that, you know. Yeah, absolutely, I love this
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idea, of because what you're saying
is, though, those backlinks are just
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going to come right, because you've
already done that guess post and it ties
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to this Medi Post that you're doing
here, and so the pitch is already
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done because you've just kind of reverse
engineered the the result, kind of just
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like we're talking about reverse engineering the
SEO results by looking at what's on the
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first page of Google. Where does
it not cover enough? Talk a little
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bit more about that, Dmitri,
because we've been looking at that a lot.
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You know, we were kind of
dissecting a guess post that Brandon Red
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Linger over it, Engagio did.
That ranks number one for ABM examples and
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it's it's very much in line with
what you were saying. It broke down
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very specific examples, talked about the
tech use, talked about you know,
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and kind of broke down each example
and what we always kind of use as
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our get check internally is, is
their meat on the bone with this piece
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of content? Does it? Does
it go deep into those little nuances that
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people are asking? Now you have
to have expertise in your space, you
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have to have knowledge of the problems
that folks are facing, but if you
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combine that expertise in your space with
just reverse engineering the results that you want
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to see, as opposed to just
kind of throwing spaghetti at the wall,
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then you see some some results.
Can you talk a little bit more about
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that when it comes to what we
call meat on the bone with the article
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and ways to increase you know that
that page, the staytime on the page
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and click through, is that sort
of stuff as you're putting together your piece
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of content as well? I wish
I still help guide town Oh with a
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lot of the work he's doing even
now, and I help a lot of
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folks out there with exactly this.
Where you you're kind of struggling to overtake
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competitors to rank here on page three, young page to your stuck. You're
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stuck and you've done your technical due
diligence, you've improved the page to load
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really fast. You're just stuck.
And what happens is the weakness analysis,
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and I call it weakness analysis,
hasn't been done. I say weakness because
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your competitors should have a weakness.
When you're thinking about writing an article,
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the very first thing I do is
I look at the Keyword, and I
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keyword research as a whole other ball
game. But once you pick that keyword
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and you know that you're going to
rink for it, then you need to
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do your weakness analysis and figure out
why you deserve a spot number one on
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Google and then how figure out the
plan to get there. It's been like
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building a product and I think of
it as if I went to court tomorrow
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and I had to prove to a
jury of why I deserve number one spot
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against all my competitors who are on
first page of Google. What would my
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argument be? How would I prove
it to them? Right, have to
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analyze what's there and I basically should
say, Hey, this one is old
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and outdated, this one, the
user experienced, sucks, this one doesn't
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go deep enough on the topic.
Here is five things that this one admitted.
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Here is and so when you say
going deep on a topic, that
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could mean different things. You know, it could go deep but it doesn't
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show you examples of how implemented.
or it could go deep but something has
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to be wrong with it. Right, where you identify that depth, it's
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not the right kind of depth,
or maybe it's not broken down the same
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way, or maybe the content is
old or maybe it's hard to digest and
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implement. Something like that where you
need to do that analysis. The other
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thing to do is, of course, figure out which terms and topics are
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already covered and make sure that you're
covering those in depth, because a lot
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of times you might go into that
weakness and you might go all out on
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that one piece but you didn't cover
all these other things about it. Right,
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I have a client and bitcoin space
and there's no software and they wrote
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one on Bitcoin investment sites and you
know, it's a great list. It's
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way up to day, it's amazing
content. It's a much better content that
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was ranking there now, but they
forgot to put things like trusted, legitimate
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websites. What? Why? Why
Invest in a Bitcoin? Why is bitcoin
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important? And these are all topics
that have been covered already on all the
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other articles, even though they went
deep on that one weakness. There's a
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here's a list of bitcoin sites.
They didn't go deep or they didn't cover
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anything else that other people have covered. And to stay competitive you kind of
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have to go after they've done already
and go hard on that weakness. Oh
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Man, that is that is so
good. We'd never use that term weakness
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analysis, but that's exactly what we're
doing with our own Seo strategy here at
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sweet fish and for a lot of
our customers. I think you broke it
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down really, really well there,
Demetri, and a good reminder their two
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to not just focus on that weakness
and just, you know, attack it.
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You should, but you have to
cover all of your other bases as
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well, which goes back to what
is the searcher's intent and how can I
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match that better, which again you
have to have expertise in in your industry,
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but I love the way that you
broke it down there. For anybody
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looking for some follow up resources,
we're going to put some links in the
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show notes on some of the strategies
and tactics that have led to a lot
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of the success that that you've mentioned
here, Dmitri, to other episodes.
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We got to give another shout out
to our man Gee on episode six hundred
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and twenty, so long time back
here on BB growth, but still one
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of our top episodes. Gee explained
how to skyrocket organic traffic in five steps
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and that was just I remember listening
to that as an early listener of be
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tob growth. While not early,
there were six hundred episodes in but early
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for me when I first started listening
before I was on the sweet fish team.
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So another one you might want to
check out if you're enjoying this episode
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is a behind the curtain episode James
and I did on how we leverage Google
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Alphabet Soup to identify keyword search volume. So if any of this is intriguing
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to you, check out those episodes, as well as some links from Dmitri
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here in the show notes. Dmitri, if anybody listening to this is intrigued
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and has become a fast fan of
yours, just like myself. What's the
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best way for them to reach out
or to stay connected with you? I
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know you're a fan of just reaching
out right. It's writing hemp the name.
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So how can they do that most
easily and connect with you? Man,
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00:22:26.619 --> 00:22:30.490
go to just reach out that ioh
and hit the contact with links there.
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You can also reach me a DNI
tree ad. Just feach out that.
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I owe I respond on email the
best. Awesome man, Dmitrid.
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This has been so much fun.
Thank you for making time for this and
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unpacking some some really applicable stuff that
that folks you know, especially right now,
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is they're trying to get found online
more than ever. It's just so
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important for folks right now and and, like you said, you're passionate about
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folks that are solving problems getting found. So I appreciate you adding value for
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listeners today. Thank you so much
for being on the show. Man.
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Thanks for having me. Hey,
everybody, logan with sweet fish here.
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If you're a regular listener of BB
growth, you know that I'm one of
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the cohost of the show, but
you may not know that I also head
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00:23:17.019 --> 00:23:19.660
up the sales team here is sweetfish. So for those of you in sales
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or sales offs, I wanted to
take a second to share something that's made
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00:23:23.180 --> 00:23:27.769
us insanely more efficient lately. Our
team has been using lead Iq for the
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00:23:27.809 --> 00:23:32.970
past few months, and what used
to take us four hours gathering contact data
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00:23:33.210 --> 00:23:37.529
now takes us only one, or
seventy five percent more efficient. We're able
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00:23:37.569 --> 00:23:41.960
to move faster without bound prospecting and
organizing our campaigns is so much easier than
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00:23:42.000 --> 00:23:47.079
before. I'd highly suggest you guys
check out lead Iq as well. You
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00:23:47.200 --> 00:23:52.440
can check them out at lead iqcom. That's Elle, a d iqcom