Transcript
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Welcome back to BEDB growth. Dan
Sanchez with sweet fish media, and today
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I'm joining with Lisa share a Potta, who is the VP of marketing at
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sixth sense. How was it going
today, Lisa? That's going great.
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Thanks for having me. Certainly today
we're going to be talking about how to
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bring together brand demand and experience to
generate growth, and before this show even
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started we're I was having a little
pre interview with Lisa and I was just
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it was fun to meet a marketer
who also had a background in graphic design,
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because I know that's that's where my
background comes from, and always find
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it brings an interesting level of thinking. Lisa's a full stack marketer. She
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understands like the false scope, but
brings it like the design background. So
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we're having so much fun on the
pre pre interview I was like, Oh,
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we got to push pause and just
just hit record right now. Is
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I think this is going to be
a fun episode as we jump into a
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bunch of different topics from branding and
demand, but also from an ABM perspective,
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because that's what sixth sense is focused
on, is in that category as
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a platform and software for helping marketing
teams lead their ABM efforts and one thing
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in particular that stood out the most
was a question that Lisa proposed about what
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to ask in order to know if
your brand is strong, and I think
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that was the question that I think
we'll want to kick off the episode today.
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And Lisa, can you tell us, like, what is the question
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people can be asking about their brands
to know if it's if it's strong or
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if they should be concerned? What
is that question? Who should they be
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asking it to? Right? See, you can do a lot of research
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on this, but ultimately, if
you ask your sales team when they go
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into a deal it what the perception
is of the company going in the company's
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brand, they'll tell you and you'll
know pretty much, but you know thirty
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seconds of their answer how s drawing
your brand is. So I find all
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the branding, so we're talking about
brand demand and experiences that generate growth.
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I do find that almost find that
a branding is all the stuff marketings trying
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to do on the front end to
make it easy, essentially easier for sales
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to close close that gap. But
I want to bring it back to like
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your beginning beginnings as a graphic designer, like why'd you get started in graphic
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design and then how did you like
move from graphic design into marketing? And
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then that will come bring it full
circle back into brand and demand. Well,
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let me to say I see branding
as or brand your brand, as
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a sum of all the touch points
in the journey. And starting off as
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a creative, got a lot of
requests for things like, let's say,
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a product brochure, and you know, there was all this copy and all
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this information and I'm trying to sort
through it and figure out what to feature
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and highlight and call out and make
big and make small, and, you
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know, looking at it like what
are they trying to get across and who's
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the audience and what's the purpose of
this piece right, and when ultimately started
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to get into what's the business objective? What are they trying to accomplish here?
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And so that, after the course
of a couple years, led me
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Ta get more into the strategy,
more and more onto the strategic side of
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marketing and really look at the big
picture of why you're doing something. And
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now I strongly believe that form follows
function. So what's Your Business objective?
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Than that should be your your brand
strategy and your market strategy should be based
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off of that. So it's interesting
as a designer, usually thinking about like
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the experience and help people should feel, but now you bring a different perspective
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now jumping into marketing. So like
two questions. What should marketers be aware
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of their graphic designers like? What
that the about the perspectives of designers?
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And then what are perspective designers have
that are actually really helpful for marketing?
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Wow, that's feels like a trick
question, but I'll do my bus answer.
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So, as a designer, I
think you know. The first thing
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is is most designers are really passionate
about the work that they're putting out and
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and they want it to look good
and they want people to feel something when
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they see it. And now they
like to be kind of cutting edge and
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have something interesting and unique. So
it's really frustrating when marketer comes fans over
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their shoulder and says, can we
make this logo bigger? Can we move
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this over here? And again that's
kind of where I always just got into
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this what's the objective question, and
I know, how about if I show
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you three options once I understand it, to get them off my back.
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And so from a marketer's perspective.
I think it helps to know that as
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if you truly explain the business o
objective and the audience and what you're trying
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to achieve. But the piece most
you know talented graphic designers. They'll come
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back to you as some options that
will work for you and then make it
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more of a collaborative effort if you're
wanting to move some things around or combined
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two of their ideas and to one. But once, once they know what
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they're trying to accomplish, they'll do
a much better job for you. It's
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gold. I find that marketers and
designers are like have two different world views
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and often clash when trying to get
things down, but both that both perspectives
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are really helpful, especially when you're
talking about branding. Marketers bring an interesting
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viewpoint as well as designers, and
need to work together in order to make
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that brand strong out there. As
you developed in your career path and in
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marketing, you eventually to discovered ABM. What led to that way? How
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did that become a need for you, and then how do you develop it
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in your company? Yeah, so
started dabbling at this and tear data like
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almost seven years ago now. But
where it really saw it come to life
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was a couple years ago when I
was at a Primo and we were looking
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at how to re work the customer
journey and rescore MPL's and basically trying to
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reconfigure what we were already doing again
because we weren't hitting our revenue numbers.
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So his started looking at this and
like noticing some trends that we were getting
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into, feels too late, that
the conversions on our website were low and
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that there were it wasn't just lead
based anymore. There was multiple people within
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the account that needed to be bought
in to make a purchase decision and that
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we were really focused on, you
know, just a couple different personas,
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and that we really needed to be
thinking a little bit more broad across the
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account. How we going to bring
everyone together to make a decision, you
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know, on our purchase. So
that's when we started looking and doing more
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research on account based marketing. Man, it is become more and more fascinated
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to me. I have been a
marketer for long time, but doing in
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bound and doing content, been split
testing automation sequences and landing pages and actually
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have like account base marketing for dummies, literally sitting on my desk right now
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because I'm still getting it's like a
whole new world to be, a whole
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new concept. So I still have
a lot to learn. One thing I've
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heard you, you saying, I
think on a different show or youtube video
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out there somewhere, is that the
m the MQL, is dead, like
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it shouldn't even be a thing anymore. Tell me a little bit about that
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and I think I might argue with
you for a little bit and it could
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be fun. Okay, this will
be fun. Yeah, so this is
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something that, again back to the
whole we weren't making our numbers and you
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know, the board of directors and
the CEO or asking for more mpl's,
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more MPL's. Marketing needs to contribute, you know, twenty percent more m
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q wels and in two thousand and
nineteen, right, and I'm like,
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well, there's one way I could
do that. That would be I'll just
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score the content higher. Right,
so if fifty points is the threshold to
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make them an MPL, I'll just
make you know instead of it having to
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be three reports they download, I'll
just make everything twenty five points and then
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it'll be two reports. That they
have to tell right. So you there's
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it's a finger in the wind metric, and so I started there and just
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backing people out and saying that just
because someone's fill out of form doesn't mean
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they're ready to buy or that they're
in the right buyings, you know,
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stage to make a decision. And
how do I know that? Because I
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talked to someone at this event.
They're more valuable than if they downloaded this
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report. So how do you score
that? To me that's all guesswork and
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it's kind of a vanity metric,
just like someone liking my post. What
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do you really do with that number? So fast forward like eighteen months later.
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We brought in six cents at a
premo, and the whole purpose of
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that was to be able to get
into what we called the dark funnel earlier.
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So, as I've mentioned, we
were getting into deals too late,
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and so one of the things we
needed to do to sell start solving for
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that was no when people were ready
to buy earlier, and so that's where
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we brought in this technology to give
us the intent. If someone started searching
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for digital asset management, which was
a product that we sold, in a
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common search term, we would know
before they even came to our website,
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that they were starting to show signs
of life, that they were interested.
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They didn't have to fill out a
form for that. There was no metric
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to measure it besides the predictive analytics
that was happening, you know, with
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six sens to show us that not
only was this person in the account searching
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for that, but maybe another person
the account was searching for something else relevant,
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and putting all of this data together
to predict where they were in the
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buying stage. Thus like moving every
thing up so much earlier and giving us
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a chance to start shaping their opinions
with our brand, with our messaging,
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with the right experiences, at the
right time, you know, before they
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started researching our competitors, before they
were ready to do an RFP, we
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could get into those deals, and
so that changed everything, and being able
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to measure intent and measure things like
how long it takes for them to then
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convert into pipeline and what percentage of
those accounts showing intent were converting into pipeline
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started to become much more valuable to
us than a marketing qualified beat. Yeah,
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yeah, for sure. One thing
I have noticed in almost every situation
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I've been in as that marketings usually
in trouble for something. marketings usually in
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trouble because they're not producing enough leads
and if they're producing a lot of leads,
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they're not good enough quality. There's
always that battle mart like I'm like,
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I'm always in trouble for something,
like how come you guys are never
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happy over there in the sales team, right, but at the same time
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sales is over there being like yeah, but you don't have to hit the
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quotas we have to try to make
over here. You're not under the gun
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like we are to produce, because
we really get hammered if we don't make
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our quotas right. So give us
better leads and more of them. Always
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it was the classic scenario. But
those reasons why that switch from graphic design
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to sales. I wouldn't want those
quotas, unless maybe you have a really
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good marketing and sales integration and you
actually work together. Then it starts to
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become more fun. earlist. I've
heard some sales people say that I agree
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that the point system, like rating
a lead based on points, based on
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their actions. I've tried it over
and over and I've just given up on
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points like rating a hotness of a
lead and then kicking it off. I
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tend to find, and this is
my own I don't know if other people
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are doing this, but this is
what I've found a work work, is
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that I try to create a lead
magnet of some kind that indicates buying intent.
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For a lot of software companies that's
like the classic demo. I usually,
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as a marketer, try to load
it up with some value add and
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there, so if they don't walk
away from the Demo, they're they're pretty
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happy to generate more of them.
But even things like requesting sales information,
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anything that like indicates to me that
they're they're they're in a buying intent,
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and usually I'm trying to generate leads, of course with quality content, but
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then I'm trying to nurture them and
throwing a right hook and there to get
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to for them to request that information. Whether it's a demo, free consultation,
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I don't know. That's just kind
of been my my one two punches
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a marketer for a long time.
So I think we're almost on the same
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page as far as like just don't
don't score marketing leads and then just hope
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sales can convert them or your SDR
can then qualify them for sales. You
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got to do something a little bit
more. What would you think about that
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approach? Is that closer, more
closely aligned with where what you guys are
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doing, or is it just a
different idea out there? Yeah, so
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I think that we're saying similar things. Mean, the idea being that with
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intent data you are able to move
up earlier in the buyers journey to start
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getting them content, to start solving
problems for them. But I call like
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micro moments where you have the right
content at the right time, right with
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for the right person all along their
journey. But but doing that so much
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earlier, you're not waiting for them
to in bound and then hitting them with
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stuff. You know that they're searching
for keyword, like I said, digital
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asset management. So or maybe they're
serving searching for something like I can't find
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my images, how to ill a
long tail. But you know they've got
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a problem that they're trying to solve, and so knowing what that problem is,
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when you do your outreach or when
you make sure you've got the right
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landing page set up for you know, and a banner ad that's taking them
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to that, because you know they
were searching for these things, and then
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you've got the right content on that
landing page based on you know who they
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are and what account they're in.
And I mean the technology, which now
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is amazing, like Uber Flip.
We have this personalizer. We can we
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know where an account is in the
journey and we can start up different content
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just based on WHO's coming in to
the site. So you're making sure that
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you're really relevant with your information,
but also where they are in their journey.
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So you know. So we don't
even have forms anymore, if I'm
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hearing you right, it's almost ABM
in, and tools like six cents give
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sales the ability to kind of help
marketing on the front end. Like you
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can actually reach out to people and
help them on a one to one basis
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because you already have a defined account
or a type of company you want to
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work with and you can identify them
a little bit earlier and hopefully drive them
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to that point where they're now making
buying questions. Is that right? Right.
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So I'm glad you bring that up, so that it kind of goes
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both ways. Right. First of
all, sales and marketing, you need
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to be more aligned than ever,
which I can dig into and a second
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but from a marketing standpoint, yes, you still need to know your total
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addressable market and and who's your,
you know, ideal customer profile. But
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then let's say you've got a hundred
and fifty thousand accounts that meet those two
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qualifications. If you lay on tap
this intent data, who's actually in market
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right now? WHO's searching? And
it's twenty fivezero accounts, it is so
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much easier to focus your energy and
time those twenty fivezero accounts that are already
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in market than it is on a
hundred and fiftyzero accounts. So right there
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are you're, you know, chances
of landing and converting those accounts, you
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know, so much greater. And
then, on the plus side, if
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you work backwards, right was sales
and they're identifying here's the top a hundred
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tier one and tier two counts that
we want to go after, and then
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marketing can utilize an account based marketing
approach and help them along the way,
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but also have this intent data and
predictive insights into what are these accounts doing
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right now? Where are they in
their journey? What are they searching for?
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So I now know as a marketer, how to partner with my sales
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team to move them along, you
know, in their journey, faster and
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more efficiently and build that relationship with
them, you know, from the from
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the get go. So you've said
Something Multiple Times that I love to dig
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deeper into, and that is the
predictive insights. How is the software predicting
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where they're at? I know enough
about Ai to know that it needs a
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lot of data in order to make
reasonable guesses and it for to learn and
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to make good insights. I've been
really skeptic of the whole ai trend.
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Right now, I'm like Ai,
like just do the basics better than it's.
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Ai has been like a fancy word
out there, but if it's actually
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giving good insights and it's actually helping
marketers identify the right people at the right
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place, how is it learning and
how is it actually producing those insights?
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YEA, so it's going to take
all of your first Party and third party
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data, all of the historic intent
signals, everything from that account, and
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it's going to continue to monitor and
analyze the changes in those things every single
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day. And, you know,
then there's all the magic on the back
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end. That is taking crunching all
those numbers and all that data and saying
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this is where this account is from
a marketing or sales view. It just
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it puts it into four buckets.
So there's awareness, consideration, decision and
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purchase. And at six cents we
found some trends whereas if someone's in an
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awareness stage, they're just starting to
show signs of life. So that means
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that someone started searching for a keyword
in that account, like intent, data
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might be the keyword right. And
then if multiple people from the account start
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searching, and let's say they may
be search your competitors name or your name,
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that starts to move them into this
consideration bucket. When a majority of
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the people and in the account have
come to your website. And again,
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this isn't exactly how it works,
but this is how we've broke it down
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into data. But when they've come
to the website and they're they're searching what
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we call brand of key words,
which is like your competitors, and then
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you're like a general keywords, like
I said, like content data, things
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you saw for that means they're in
decision and then, you know, purchase.
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Typically it's just take that and put
it on steroids. So everyone's engaged
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their clicking on your ads and your
emails and they're on your website all the
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time and looking for stuff you know, and they're in a decision purchase.
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So that's how it becomes very practical
for a sales and marketing team to use
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that information. So some of that
information are you having to enter it into
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the the software platform itself, like, Oh, these are two types of
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keywords that indicate awareness. These are
types of keywords that indicate brand. Do
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you have to go and tell it
these are the competian brands that you're looking
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for. You enter it in there. Interesting. So there's two categories.
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There's generic and then there's branded,
and maybe not the best words, but
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branded would be things like your competitors. Yeah, they have a higher value
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in the predictive modeling. Generic would
be all of the other things that are
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problems you saw for that people might
be searching for when they're looking for something
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your company would help them with.
Yeah, and so you do put those
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in and you have ultimate control over
them and you can change them whenever you
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want. But it's really interesting to
watch because they jump around all the time.
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It'll show you which ones are being
searched for the most every day too,
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and so most keywords. They I've
seen them last maybe three, four
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weeks at the top and then something
else POPs up. And but we use
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that information to write because then,
if I can see that this must be
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a new trending topic, everyone was
searching for predictive analytics, but now they're
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searching for intent data. Well,
I need to make sure I got more
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content for intent data because I was
focusing on predictive and so you know,
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we use that information and marketing as
well to make sure we've got the right
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content and information to share. But
the people who are searching. Yeah,
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so we've been talking a lot about
ABM and predictive insights, but I want
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to come back to our original conversation
around brand demand in experience. So we
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all know like, okay, doing
doing m qls the way most be to
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be. Marketing teams are using MQLS. It's clearly not working. Sales is
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not happy and marketing and sales aren't
getting along because of it. We know
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that's that's just it's not working.
So we have to try different things when
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it comes to creating a brand and
kind of I like to think about it
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as almost creating like an ecosystem out
there in the world so that people are
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bumping into your brand all over the
place in a favorable way. Right.
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What can brands be doing in order
to create a better brand out there,
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drive more demand and ultimately have a
better experience throughout the whole thing? So
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you can so you can generate growth. Are there some practical steps our audience
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can take this week even to to
do that better, or at least like
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maybe first baby steps? We can
do that right? Well, I've go
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back to the beginning and say that
the first thing you need to do is
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figure out if your brand's desirable.
And you know what, when you ask
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your sales team, are they like, Oh, yeah, everyone loves our
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brand, it's killer, or is
there a lot of work to do there?
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And if there is work to do
there, you need to start figuring
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out why. And you can do
things like ask existing customers why did they
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buy purchase from you, or,
if you do any win loss analysis,
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why didn't someone buy from you?
Might be even more insightful and ask the
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questions like what do they think about
the brand, and that'll give you a
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lot of insight into where you need
to start. But from there, I
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think most importantly, to people sometimes
skip the stuff. But I feel like
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a brand is living, breathing,
organic part of the company culture and it
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really starts from the inside out.
And so making sure that you're everyone in
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your company understands what you stand for
and what you're trying to accomplish and they
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him put their own perspective on it, because each role is going to serve
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a different purpose. But the some
of all of that and the experiences that
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are then created externally are what is
going to create your brand. And if
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one person has a bad perception of
your brand and has a bad experience,
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we all know how fast that can
spread like wildfire. All these days with
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ttwo and all the other opportunities people
have to bash your brand. So you
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know, you really need to be
buttoned up and make sure that everyone is
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on the same page there to get
started. So evaluating where the brand is,
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and I loved this. I think
the thing that I took away that
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I'm like, man, I could
do this. I could do this today
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if I really wanted to. Just
sitting down with a customer or prospect or
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even better, as someone you lost
at the when lost stage and asking them
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what do you think about our brand? I've sat down and I actually I've
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done a lot of informal interviews and
I don't know if I've ever asked that
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particular question. Would and I'm now
I'm really curious. I'm going to go
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ask some customers this week, or
at least maybe next week, since we're
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almost at the end of this one, what what they think about our brand
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for the podcast and the company,
Sweet Fish Media. So that's really good.
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But it's more. It's more than
just having a strong brand. It's
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from the inside out. So it's
you have all these things, you have
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good core values, you pump people, know what your differentiators are and what
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how you want people to feel when
they hit the brand. What else can
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companies be doing in order to create
better experiences out there as they're just beginning
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to search for solutions to their problem? Right? So, I mean from
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there I'd start to look at where
you have gaps, and that's where data
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starts to become really helpful. So
do you have high bounced rates on your
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home page or some of your major
landing pages? That can be a clue
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that maybe people aren't finding what they're
looking for. Or you know, banner
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ads and display there don't have the
highest click through rates, but take a
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look at on where they really super
low or they average or they hire.
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You know, you want to make
sure you're putting your best foot forward from
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the very beginning and again kind of
back to then gaps. Right. Are
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you converting on your website? Are
they spending a lot of time on a
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page but then not doing anything?
Are they coming back for more information?
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That will give you some ideas about
what you need to do next to make
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sure that you've got kind of,
like I said, these right micro moments
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and creating these good experiences for people
are finding value in their searches with your
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brand, because that, ultimately is
what's going to lead them to want to
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learn more from you, to request
a Demot if you're willing to talk to
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your sales team, all that good
stuff. Almost think like you can almost
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chop it up into the different channels
right like search here, like are you
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being found for the key are are
you ranking for the keywords in your industry?
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Bottom of the phonel on top of
the funnel. socials kind of interesting
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because it's not as much of a
it's harder to drive. Almost wonder if
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you can divide it by like the
key players, and that your niche.
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Are they talking about you? How
would you rate social engagement? Like our
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people engaged with your brand at all? You know that that should give you
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some sort of an indication on if
they have any brand affinity, if they're
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finding any value and what you're posting
versus, you know, a whole bunch
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of likes that don't convert to any
type of a conversation. Don't attribute to
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then a you know, going to
your website to look to find out more
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about you. I agree, that
is big ice. I see a lot
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of brands posting to Linkedin, especially
to their company pages, which I hardly
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ever see actually, because no one, I don't if you post to a
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company page, I don't know why, I just never gets found. I
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don't know what's up with company pages. Because of that, we actually started
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all posting to our personal profiles and
I've noticed a lot of companies starting to
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use individuals, their VPS, their
directors, usually marketing team, some sales
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teams too, though. That's why. Yeah, what else could it be
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doing to change it? So we
talked about little search, little social what
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are other places where they could be
creating experiences? Yeah, well, I
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think that takes us to accountbase marketing. Indeed, to be I think that
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this is going. You know,
we have a spression at six TNS,
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but ABM is just good marketing and
I've seen that sentiment across the board with
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most of like the players in the
space who have adopted it, and that
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on average there's eight to nine buyers
on a buyer committing in a b Tob
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sale these days. And you know, everything is really an account based motion.
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And so if you're not already thinking
account based and more holistically, I'd
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start making a pivot to it.
And if you are, I'd really start
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to look at how you can scale, what's working, what's not working and
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how to do it better. I
almost feel like switching to account based marketing
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means you have to go and purchase
account based marketing software like in order to
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keep track of it and in play
it. Well, but that's I mean,
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that's a huge, huge move a
company has to make at least,
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and I could be wrong about that. What are some things that companies can
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do to kind of like test to
see if it works before making the big
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commitment to then make it a lot
easier to do. Is there something you
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could do to kind of like test
the waters, or is it kind of
381
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like, well, you're all enter
your you're not here's how I started.
382
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Started with sitting down with sales,
selecting a hundred accounts that they wanted to
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go after and then building out a
program for it, and we tracked it
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all with our map and crm.
So we we took these a hundred accounts,
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we put a program together that included
display ads linkedin google retargeting. We
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had a landing page specific to that
account that we were taking them to with
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tailored information, you know, based
on research we did on the account.
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And then, at that point we
didn't even know what they were searching for,
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but we had a general idea of
what people were looking for when they
390
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bought from us. So we put
our best content on the pages. You
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know, we took a industry lens
to that helped us kind of break it
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down so it was really relevant.
And then we had an outbound motion with
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sales calls and emails that we put
together and we did direct mail and that
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was a video card, and then
we had a branded box with some relevant
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information, but also like some catchy, you know, cool fun campaign that
396
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tied into our messaging and we started
there and we tracked the program again with
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our crm just to see are the
conversion rates higher? Are we moving these
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deals faster? Are they closing for
more? But more importantly for us,
399
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it was the conversion rates because I
got I was saying like we weren't hitting
400
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our revenue numbers and what we were
getting with the mql to the s Al
401
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in the funnel wasn't a high enough
conversion rate to meet our revenue and so
402
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once we started to see the results
from that, that's when we decided we
403
00:30:32.680 --> 00:30:34.480
need to double down on this.
We need tend fasts in it, make
404
00:30:34.559 --> 00:30:41.630
it easier to scale and measure outcomes. So fantastic in a digital age.
405
00:30:41.670 --> 00:30:45.630
I feel like direct mail specifically is
like a secret superpower that people have like
406
00:30:45.750 --> 00:30:51.819
forgotten because it's old school. But
take on them back to find people in
407
00:30:51.900 --> 00:30:56.420
the funnel and use direct mail either
in mass to a heart a larger list,
408
00:30:56.460 --> 00:31:00.220
or even customizing it handwritten cards.
You're like man like. I've have
409
00:31:00.420 --> 00:31:04.329
customers I have sent handwritten cards to
and they still have the card. It's
410
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nuts. Doing those high touch,
high touch things. What else should be
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to be marketers be aware of when
it comes to creating demand out there,
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00:31:15.289 --> 00:31:18.839
and actually Chris Walker has been talking
a lot about this on his his platform
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on Linkedin that demand, and I
think this answers kind of like the original
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question we set out, like how
did be our people aware of the the
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00:31:26.079 --> 00:31:29.720
brand in the sale cycle? Is
that he's like one of the ways you
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00:31:29.759 --> 00:31:33.390
can measure if you're creating demand or
doing good marketing out there. It's how
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00:31:33.509 --> 00:31:36.910
fast the sales velocity is once they
hit sales. How long does it take
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00:31:36.950 --> 00:31:38.230
him to get through, like the
speed at which they can go through,
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00:31:38.309 --> 00:31:41.990
usually because they're familiar with their brand. They know what value you bring.
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00:31:42.269 --> 00:31:45.950
So the sale cycle becomes immensely more
easy, easier for sales, but also
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just faster. What could other people
be doing to make that sales velocity faster
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00:31:52.140 --> 00:31:56.500
and just smoother for sales? Well, this kind of goes back to that
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alignment. Some of the things that
we've put in place are what we call
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value cards, where we take those
intent keywords the top. Right now there's
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six that we're focused on at six
cents co figure and we break it down
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with what content do you use at
which stage for different personas, so that
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the sales team really has the tools
at their fingertips that they need, that
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00:32:25.440 --> 00:32:30.990
they're empowered to be able to help
move things along faster, kind of back
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00:32:30.029 --> 00:32:35.670
to that velocity, but it's really
that true alignment so that the experience that
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00:32:35.750 --> 00:32:43.670
you're creating is really fluid and it's
feels like there's not this huge handoff from
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00:32:43.750 --> 00:32:47.220
this stage to the stage, but
that they're just kind of moving down this
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00:32:47.420 --> 00:32:54.380
journey with you in a much more
organic and positive way. Those types of
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00:32:54.460 --> 00:32:59.490
things of really helped. Do you? Do you feel like there's a certain
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00:32:59.650 --> 00:33:04.250
like price point a BB company has
to be working in, or like a
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00:33:04.410 --> 00:33:08.650
contract level price that ABM doesn't make
sense for, you know, like if
436
00:33:08.650 --> 00:33:12.329
it's too lower, you're like,
I don't care if they're signing it for
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00:33:12.369 --> 00:33:15.599
a hundred dollar month software subscription,
it still makes more sense. I've talked
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00:33:15.640 --> 00:33:24.359
to a couple companies that are still
selling to like a mom and pop location.
439
00:33:24.640 --> 00:33:30.589
Like I've talked to this company that
sells to dentist's office and they're looking
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00:33:30.710 --> 00:33:35.710
to scale up to start selling to
the chains of dentists. Like, you
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00:33:35.789 --> 00:33:39.710
know, like an asked adventure or
something where there's multiple in that case then
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00:33:40.579 --> 00:33:44.420
maybem starts to come into play because
there's more people in the buying committee.
443
00:33:44.420 --> 00:33:49.339
But if you're still selling to one
person and one person is the key decisionmaker,
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00:33:49.980 --> 00:33:52.700
I think it's rare. But if
that's the case, then a bum
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00:33:53.460 --> 00:33:58.970
obviously doesn't make sense. You can
just focus one to one, but there's
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00:33:59.089 --> 00:34:01.289
a few and far between that I've
seen that to still be the use case.
447
00:34:01.450 --> 00:34:07.009
That's happening out there. Yeah,
I think there's an extreme side.
448
00:34:07.049 --> 00:34:10.280
I find sweet fish media is actually
probably somewhere in the middle where our contract
449
00:34:10.360 --> 00:34:15.480
sizes are between two thousand, usually
between two thousand and four thousand dollars a
450
00:34:15.599 --> 00:34:22.920
month and usually multiple people considering,
but only two three, where it's kind
451
00:34:22.920 --> 00:34:24.710
of like, Oh, do we
go ABM or not? Like we end
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00:34:24.710 --> 00:34:30.349
up we have such a wide audience
of people that we can do create podcast
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00:34:30.469 --> 00:34:32.949
for, but it ends up being
a tricky thing to try to try to
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00:34:32.989 --> 00:34:37.750
do. And this as the market
I'm I'm sure not struggling, I'm wrestling
455
00:34:37.869 --> 00:34:39.820
and trying to figure out like how
much of it to implement. So I'm
456
00:34:39.860 --> 00:34:44.059
actively on this churney. I thinking
a lot of other people. Yeah,
457
00:34:44.219 --> 00:34:46.579
I still think you need and I've
seen us in people we partner with.
458
00:34:47.099 --> 00:34:52.059
Their still going to be more than
one person. Somebody might bring in the
459
00:34:52.139 --> 00:34:54.730
idea, oh we should do something
with sweetish, and then someone else is
460
00:34:54.769 --> 00:34:57.969
going to be like, oh,
but I wanted to do something with this
461
00:34:58.210 --> 00:35:00.409
too, and you know, does
it make sense to do both? And
462
00:35:00.570 --> 00:35:06.610
then there's usually like at least a
tiebreaker and it's somebody who's had a good
463
00:35:06.610 --> 00:35:10.119
experience. You've already been on the
podcast too. You know there's there's all
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00:35:10.199 --> 00:35:15.519
these different scenarios that could happen,
but you've got to have like your champion.
465
00:35:15.519 --> 00:35:20.159
And then there's usually the person who
pushes it over, Yep, the
466
00:35:20.320 --> 00:35:24.630
top. So you know, if
it's a three person account based motion,
467
00:35:24.710 --> 00:35:30.349
I think it's still relevant to look
at like what are the different pieces of
468
00:35:30.429 --> 00:35:36.820
the pie that you need to put
together to get tys absolutely something I need
469
00:35:36.900 --> 00:35:39.460
to continue to dig into. Is
there any final thoughts you have for the
470
00:35:39.659 --> 00:35:46.860
BB growth audience? Oh Man,
that was a lot. I just I
471
00:35:46.940 --> 00:35:52.929
think just to summarize, to create
demand you have to have brand preference.
472
00:35:52.969 --> 00:35:59.449
Ultimately, if someone is going to
buy from you, that means they prefer
473
00:35:59.610 --> 00:36:04.440
your brand over the competition out there, and so you really need to take
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00:36:04.480 --> 00:36:07.159
a step back and look at what
are you doing to make sure you have
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00:36:07.360 --> 00:36:13.039
brand preference, and starts with a
strong brand, but then it moves from
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00:36:13.079 --> 00:36:15.760
there to if that's the sum of
every be touch point in the journey,
477
00:36:15.800 --> 00:36:22.469
and it's really the experience that you're
creating that does that. And it's just
478
00:36:22.590 --> 00:36:25.670
getting more and more complicated right there's
more channels and now there's a whole buying
479
00:36:25.710 --> 00:36:30.869
team to take into consideration, and
so if you don't have it the basics
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00:36:30.989 --> 00:36:35.659
down right from the very beginning with
that brand, everything else is going to
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00:36:35.699 --> 00:36:39.340
be like pushing a boulder uphill.
So get the basics figured out first.
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00:36:39.380 --> 00:36:47.690
Fantastic. Where can people learn more
about you and connect with you? Linkedin
483
00:36:47.889 --> 00:36:53.570
as the best way to find me
at Lisa Sharapata on Linkedin. And then
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00:36:54.289 --> 00:36:59.849
if you want to find out more
about six cents and Sixtmscom perfect will put
485
00:36:59.929 --> 00:37:01.360
links in the show notes, of
course, but Lisa, thank you so
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00:37:01.519 --> 00:37:05.239
much for joining us. On BB
growth. Yeah, you bet. Thanks
487
00:37:05.280 --> 00:37:10.679
again for having me. One of
the things we've learned about podcast audience growth
488
00:37:10.840 --> 00:37:15.949
is that word of mouth works.
It works really, really well actually.
489
00:37:15.349 --> 00:37:19.190
So, if you love this show, would be awesome if you texted a
490
00:37:19.269 --> 00:37:22.510
friend to tell them about it,
and if you send me a text with
491
00:37:22.630 --> 00:37:25.550
a screenshot of the text you sent
to your friend Metta, I know I'll
492
00:37:25.550 --> 00:37:30.260
send you a copy of my book
content based networking, how to instantly connect
493
00:37:30.300 --> 00:37:32.340
with anyone. You want to know
my cell phone numbers. Four hundred and
494
00:37:32.340 --> 00:37:36.820
seven, four, nine, hundred
and three and three, two eight.
495
00:37:37.300 --> 00:37:37.980
Happy texting.