Transcript
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Welcome back to be to be growth. I'm Logan lyles with sweet fish media.
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Today I'm joined by Sophie, head
of Stada. She is the CMO
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at netigate. Sophie, welcome to
the show. How's it going today?
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Thank you so much. Everything is
going really well. I'm based her in
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Stockholm and the song is still up. It's thirty in the evening, so
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life is good, awesome. I
appreciate you connecting with me across time zones
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as part of what I love about
podcasting. A little bit of background.
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As you and I connected, I
noticed one thing, and that's going to
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kind of drive the conversation for today's
episode, talking about your first few months
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in a new CMO or marketing leadership
role. How do you determine where to
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start? Where do you take some
of the first actions? How do you
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get involved with a new team?
So tell us a little bit about your
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story, the recent transition that you
made, because you stepped into this current
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role as CMO at netigate at a
very interesting time, on top of all
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the change that that happens when you
take over a new takeover as a new
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leader of a marketing team anyway.
But that happened February, two thousand and
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twenty February of this year, and
shortly they're after you know, the world
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kind of went crazy. So what
has that been like for you? Yes,
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Oh my God, it's been very
hectic. I mean, I'm doing
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a new role, would be hectic
anyways, but now I started actually do
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you ring that corona crisis. So
it's been a lot of things going on.
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And so, to start off with, how it's been to just embrace
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my new role as the Cima of
nestigate. I'm in and it's always this
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balance, like you have a you
go into the rule role, you have
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a lot of thoughts what you want
to do, where you want to take
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the brand and so on, but
you also got to start working with the
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team. So it's really a balance
of listening to your turn what they've been
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working on, what has been successful
and what I could bring to the table.
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So it's been, I'm in the
first couple of weeks I was just
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more kind of interviewing people, listening
to them what they have been working on,
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and then slowly, I mean I've
been kind of twisting, changing things
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along the road, and then the
corona Christ came. We were looking down
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here. In Sudden Stockholm, beginning
of March, people started to work from
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home. So where I mean it's
been working remote with them, with my
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team, since then. Actually,
no one is really back to the office
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yet and it's a lot of morning
meetings and the afternoon meetings. But I
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think, like I'm in, it's
a Christ going on. People has died.
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So where it's very yeah, it's
a big Christ but when looking at
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like a business perspective on it,
it's has actually come with some opportunities and
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some good things as well. I
would say you reflect upon the workplace like
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is is this way you want to
work in the future, like is this
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to actually future workplace where you work
much more digitally, and also what kind
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of efficiency that? It's pretty efficient
working from home as well, and I
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think my tub has really stepped up
during the crisis. We had a lot
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of unnecessary little things before the Christ. So where I think a lot of
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good things has come out of this
crisis. Well, yeah, absolutely,
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I love that approach of looking at
the glass half full, looking at the
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looking at the positives. So for
you, both with the coronavirus pandemic hitting
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and stepping into a brand new role, there could be a lot of different
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things to focus on. I want
to change this. I want to start.
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I had success in my previous role, previous to this. You were
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at meltwater for some time, am
I right, Sophie? Yes, for
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nine years. So it was a
long time, actually. I so.
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I was very strange stepping into a
new work company. Actually, yeah,
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and so I imagine your head is
just swimming with all sorts of possibilities and
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different things to tackle and you probably
have team members saying, Hey, we
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already have this on the table.
We were getting ready to jump start this.
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What do you think about it?
We're did you start in kind of
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setting your priorities? I think we
get from there once you kind of determine
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what some of those were, then
how you took action on them to not
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kind of be, you know,
bull in the China shop just changing everything,
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whether you're a marketing leader, sales
leader, operations leader. That can
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there are a lot of situations where
that can kind of take place. But
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before you try and navigate executing new
things in a new leadership role, you
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got to determine your priority. So
what were some of the ways that you
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tactically went about that in the first
few weeks to to figure out where do
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I want to start, where do
I want to have the team focus and
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what are those top priorities now?
But, as I mentioned when I interviewed
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the to my listening pretty carefully what's
been working well and what has not been
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working well. I think the Tom
has been working very data driven and a
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lot with the paid search and what
I think I could bring to the table
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here was the organic, organic contempt
side of things. So if we bid
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on search a certain words in the
search engines, we could actually write contempt
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create contents around those films to rank
high and actually get lots in a more
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organic way as well. So well, I meant that is something that's we
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haven't worked with in the past,
universe structured way. So well, I
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think. Yeah, that is one
of my strength. I've been working with
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that alone for a long time earlier. And then also when it comes to
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this ability, like many companies out
there think, like when they publish a
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blog post, that it's dumb them, but it's actually then it's going to
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start like the distribution. So you're
going to stand it to journalist or going
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to publish it though social media?
How you're going to tag people into this
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blog post and so on. So
well, I think, yeah, like
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the distribution part of things as well, to we get the even larger network
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and get a lot of viral success
on the condompt like there's really where I
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could support. So well. Yeah, there's where I started. And I
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then when it comes to looking and
fill and branding as well, the company
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hasn't made any shady to the brand
mark or them at brand mark and since
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two thousand and five. So that
is something that I've been looking at looking
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into during the spring as well.
I think our brand mark should reflect our
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personality and the culture in the company
as well. So we're actually going to
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do a really branning really really soon. So we're a lot of exciting things
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is happening and I think, I
mean, we've been having a really good
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spired and pace in this team.
So I'm learned. It's really thanks to
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them. I love that. Can
you tell us a little bit more?
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You mentioned kind of your focus throughout
your marketing career has been on driving pipeline,
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driving traffic via organic channels. Has
that sleeping around a blog strategy?
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Tell us some of the content types
that you've had success with and kind of
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what your typical em is. And
then second part to that question, what
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are some of the distribution methods that
you brought in with some new ideas to
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your current role for other marketing leaders
who are looking to bring that to their
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organization, whether they're new or they're
looking to take, you know, their
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organic content strategy to the next level, or there's some certain key tactics that
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you found that are repeatable and have
led to some pretty good success there,
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and so I think the block is
definitely one source that I've been working within
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the past and that we work in
a more structure right now. So I'm
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then if you look at what is
performing when it comes to pay search,
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you could actually write articles around those, those killed words, and optimize the
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search on you for those words.
And this is your we use yost,
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the Yo Spluga in wordpress and I
think that guy says pretty well if we're
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going to go grillen or yellow or
red, but we always aim for getting
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that real lights and I'm going to
find them. What's put ball? Would
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go gelong for it's after I would
use Google ads, the kill word planner
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to see what kind of volumes we
will expect and try to make up,
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like a content clown, a plan
around that. When it comes to distribution,
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I mean there is many ways are
doing this and I'm just going to
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talk ship on. Actually one more
content strategy, and we've been working with
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webinars a lot so well. That
is like there's different strategies when it comes
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to Webinaris. You can have webinars
that is really really linked to your product,
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but you could also have webinaris that
is more kind of thought leadership kind
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of webinars. You need to have
have a I think you should do both
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and for us we've been having we
have an English webin are coming up now
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that is called them for perspectives on
leadership during the corona crisis, because we
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want to reach out to decisionmaker.
So we have a CEO from amadis capital
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in in the panel. We have
the former SI demo of Royal Bank of
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Scotland. We have a girl called
birth them also that has been human reserve
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director for many fashion brands in Europe
and we have tominal man that is the
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chairman of the board that nastigate.
So we have some really good people on
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the panel here. And what we
do to get more viral spread is actually
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to ask the speaker if they can
share it on social media because they have
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a lot of relevant followers. We
would ask them if their company that they
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are at could share it on their
website and on their social media. We
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would ask them like, do you
have a news letter? Could you also
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publish this Webinar in your news letter? There's different distribution sandals, like social
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media. Of course you could have
some paid advertising in the social medias as
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well. You can have a pop
up on your website where you think it's
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suits. For us we've been having
AMA signatures, so all sales people that
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talks a lot with potential customers and
clients. Today they have a little banner
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in the Isma Signature. We could
do a lot of e mail marketing.
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So it could be promotional mails,
more personalized amates. We could put it
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in the news letters. What else
is there? Like the third party advertisement
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as well, so it's will them. For example, we have like it
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as to me at the that is
this the newspaper that reach out to see
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the most, which is one of
our target audience. So that we would
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put some put some money into into
that to get get the add out in
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the their news letters. As well, and I'm in. Yeah, I
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would work with the networking partnerships and
the some paid, but the paid would
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not fill my main channel here.
Yeah, absolutely. I want to dig
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into some of the promotion. You
mentioned their va email. A couple things
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I wanted to call out just then. I see some definitely positive things in
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our own strategy. You mentioned kind
of having the Jabs and the right hooks,
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and what I mean by that is, you know, the jabs are
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the more thought leadership pieces of organic
content and the right hook being those that
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are closer, more closely tied to
your products. So we have this podcast
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here at sweet fish, be to
be growth. We're not talking about our
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service and be to be podcasting day
in and day out, though occasionally we
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do come with a how to podcast
episode or something like that that we would
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think would be valuable. That's more
closely tied to our service. But oftentimes
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we're talking about things like this.
Your your first ninety days is CMO.
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We're talking about organic content, strategy, Seo, those sorts of things.
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But lately we've started a monthly Qa
where we do be to be podcasting,
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Qa where our founder and I answer
those questions. Obviously very tied to what
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we do but still educational at the
same time. So the the mixture of
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those jabs and right hooks, I
think, are definitely important. We also
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do something very similar to what you
mentioned there and having your team have some
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baked in promotion for your Webinar series. All of our team here at sweetish
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uses a tool called sister, which
is now part of terminus, to have
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a banner in our email signature that
shows b tob growth has, you know,
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has an image there and makes it
very eye catching so that folks who
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might not be aware that we have
a daily be to be marketing podcast can
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find that show very easily. You
mentioned of all the different strategies and getting
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people into your Webinar, Sophie.
One of the things that I like as
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well is that you are getting some
commitment up front from some of those speakers
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with established audiences to share on social
we found that, you know, creating
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some assets for them and making it
very easy for them to to kind of
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activate their they're following in their network
can definitely improve the results are if you
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just take one or two steps to
make it easier for them. When you
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mentioned kind of getting folks in to
your Webinar series? Do you have strs
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doing some outreach, trying to go
to those target accounts and offer some value
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with the webinars that you have coming
up? Or tell us a little bit
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about your email strategy into some specifics
where you found maybe better results here or
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there or not over here? Tell
us a little bit about that. Like
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the Lily Strategy we have in place
at the moment, would build the nurturing
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programs that we have in place them. It would also build a news letter
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and I'm in the promotion of the
Nice that we have. So when it
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comes to make strategy, that's definitely
something we're looking over. So I wouldn't
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say that we are the best,
best ones in class. What I what
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I have seen, looking at the
data, I would say personalized the May
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has worked really, really well for
us, and I'm in I get loads
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of nurturing in the mailing to my
mailbox every day. So it's really about
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thinking smart. They're we have.
We operate globally, a nestigate, but
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it's really important to be local act
the same time. So we have offices
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in Germany and I'm in if we
would send the English nurturing program into your
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mass that will not convert. So
we really need to adopt it into the
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local markets. But we can see
actually the personalized the males that is really
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thought through and not kind of a
just a bulk in the mail that is
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not thought through at all. They
do not convert, but actually like the
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really thought through personalize that the males. Localize the males works really well for
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us. I love it, Sophie, if there are other marketing leaders out
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there that find themselves stepping into leading
a new team, whether you know that's
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at the director, vp or c
level, there are some some commonalities there
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when you're stepping into a new leadership, a new marketing leadership role. If
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they're leaders out there who are in
that boat where you were just this February,
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a few months ago at the time
of this recording, what are some
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of the the key things that you
would either encourage them or share with them
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as advised to kind of look out
for as you think over the last few
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months stepping into a new CMO role? Any parting thoughts or advice there for
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leaders who might be in a similar
spot as what you were in February now.
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I mean a lot of the self
reflection would be good. Actually,
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I assume all the other's out there
has sometimes reflected about about their own personality.
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So I'm a pretty extrovert person and
for me it's more about like real
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list them to pill ball and really
listen to what they say. So for
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me it's been kind of not to
get my personality take over. I'm also
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a person that loves to get things
done. So well, I kind of
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been balancing that because we need to
get a lot of things done, but
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at the same time I need to
respect people and to make sure they understand
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where we're going and so on.
So for those letters that are more introvert,
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maybe needs to step out of their
shall be a little bit more extrovert
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from it. It's been more kind
of pushing myself back a little bit,
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but also we have done a lot
of shame shows, so it requires a
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lot of courage. So if you
have a plan, you were recruited for
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a purpose, buzz, it's really
important that you speak to your plan as
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well. I'm an emphathy. Is
really really important to get the term alone,
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but it's also really important to stick
to your plan. Of course you
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can, what if, modify it, but to stick with your plan requires
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courage, I would say. I
love that. has with most things in
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life, am I right? So
if here it takes some balance, right,
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because you mentioned starting with that self
reflection, realizing where your strengths are,
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but then realizing what's the opposite side
of that coin? Right, if
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you're an extrovert you can maybe come
off too strong, if you're more introverted,
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you might not come with with everything
that you have to offer, and
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realizing both Snides of the coin,
with your strengths, but then also so
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you've got to do that. You
got to maybe pull it back or push
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it forward, but then on the
other side, as you mentioned, you
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were probably recruited for some of those
strengths that you can't just completely pull back.
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But so it's not an end either
or there's no silver bullet, but
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there's there's some balance. They're sophie. One of our core values here at
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sweetfish is to never stop learning.
So I love to give guests an opportunity
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to share a resource that has helped
them, either from a leadership, personal
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growth or in their marketing career,
to continue learning. Is there? Is
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there a podcast, a blog series, someone you follow on Linkedin? Any
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any learning resource you want to give
a shout out to that you think others
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might find value and right now that's
a good question. I would say.
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Yeah, I have my own podcast. It's in Swedish. It's called coming
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to see. I'm YEA, so
those to speak Swedish could listen to that,
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but I'm actually also were launching English
one, if you want to listen
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more to what I have to say. I'd been listening to books like the
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power of now with that Gartler like
that is more kind of body and so
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kind of good book if you are
nervous or stressed out or and it's some
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purpose in life. I thought.
I think it's a pretty wellknown book,
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but I like from that was really
a book, good book to really actually,
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I've been listening to all you files
like yeah, Brian Tracy, no
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excuse, says change your thinking,
change your life. I kind of like
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those personal development books and audio programs. Yeah, those are some great ones
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there, Sophie. I appreciate you
sharing and will definitely link to your linked
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in profile so that folks, if
they want to find your Swedish podcast or
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your upcoming English podcast as well,
that they can connect with you. there.
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Is Linkedin the best way, on
that note, for folks to reach
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out or stay connected with you if
they got some value from hearing you on
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the show today. Yes, Linkedin
is the probably the best channel and I
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hope you could reach out to me. Will be cool to get some contact
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in US as well. Absolutely well, Sophie. Thank you so much for
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joining us on the show today.
It's been a pleasure chatting with you.
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Thank you so much. It's sweetish. We're on a mission to create the
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most helpful content on the Internet for
every job, function and industry on the
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planet. For the BB marketing industry, this show is how we're executing on
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that mission. If you know a
marketing leader that would be an awesome guest
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for this podcast. Shoot me a
text message. Don't call me because I
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don't answer unknown numbers, but text
me at four hundred seven for and I
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know three and thirty two eight.
Just shoot me their name, maybe a
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link to their linked in profile,
and I'd love to check them out to
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see if we can get them on
the show. Thanks a lot.