Transcript
WEBVTT
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welcome back to be to be growth. I'm
Logan Lyles with sweet fish Media. I'm
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joined today by Tim Glom He's the VP of
content and data over at Chita Digital.
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Tim, welcome to the show today. How you
doing today? I'm doing well today.
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Today is a great day. It's sunny
outside behind me. So thanks for having
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me. Absolutely, man. Tim, are you a
coke or a Pepsi guy? We gotta know what
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team you're on. Pepsi. Oh, no. Pepsi
with ice Pepsi with ice. Not without
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you won't go straight out of the bottle
with Pepsi and it needs ice. I will not,
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man. It's gotta be Pepsi. It's gotta be
on ice and, ideally, pellet ice. You
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know, the pellet ice you get in
hospitals. That's That's the ice I want,
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man. I had a friend on one of my sales
teams and his father in law was looking
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at this ice machine where you could
basically get Sonics style ice at home,
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and it was like it was incredibly
expensive, but I looked at the price
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tag was like, No, no, that's worth it.
So, man, I've asked that question
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probably a few dozen times the last
couple of months. You're the only Pepsi
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purist that I've seen were always a big
debate here on the sweet fish team
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because our founder is die hard Coke.
He's actually a Cherry Coke zero guy.
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So he goes super niche on that side.
But team Pepsi now, I'll tell you how
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hard core I am about Pepsi. We just had
the guy who I'm forgetting his name
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right now. I'm horrible names. The
inventor of Coke Zero was just on my
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podcast about a month, month and a half
ago. And Pio Shankar, a good friend of
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mine, was also ahead of global
marketing for Coke. So even with
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friends and alliances, I still gotta go
Pepsi. It's Pepsi. Oh, man. All right,
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well, he's a diehard. Well, Tim, we're
gonna be talking about a really unique
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approach you guys took to video with a
specific, personalized campaign that
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you executed here recently with some
target accounts. Tell us a little bit
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about this situation. I wanna unpack it,
talk about some of the results that it
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drove some of the reasons it was
successful, and then I think we're
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gonna have a broader conversation about
personalization using video effectively
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and some of the things that we can draw
out of this. One unique instance. But
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hit us with story. Time to kick it off,
man. Yeah, I'll give you the high level
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of view. So the idea was, We have
thousands of accounts, thousands of
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clients here in Cheetah Digital, and we
have multiple products. That's right.
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We have an email marketing platform. We
have a CDP, you know, customer data
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platform. We call it an E D. P
experienced data platform. We have a
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loyalty platform we haven't ingest
platform to help you get consumers into
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your data. So for us, there's a big
push for up selling cross sale right at
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any company. But we had an awareness
problem. There were a lot of clients
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who, let's say, for example, Onley bias
for an email pipe, and they don't know
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that we have a loyalty platform. Well,
how do we get that awareness up at a
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high level? We decided, Well, they're
already clients. We're already winning
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in one area. Let's personalize what we
know about that client and really
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create a customized, personalized video
really was a multi format, but it
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started with video approach toe. Let
them know that we have these other
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products and services. And obviously,
if they consolidate, they save money,
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efficiencies, etcetera. So that's the
highest level overview and it included.
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Video included. Email included personal
outreach and it actually included, uh,
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paid outreach on lengthen. I love it,
man. So I want to get into some of the
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steps you guys took execute on this
what it looked like, what were some of
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the tools? But you had to start with
picking the accounts and picking how
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you were going to personalize the
message and then pick the channel. So
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talk about that planning phase where
you guys made some of those decisions
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before you executed on this campaign.
There was a lot of thought process into
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this because we have some clients that
are highly targeted. We'd love to have
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more of their business on our products,
but maybe they're small. You know,
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there are 5000 person, you know,
employee company, and there's others
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that air, you know, in the 2030
thousands. So one thing we have to
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think about was, how are we going to
effectively get to the decision makers
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and maybe we don't know who the
decision maker is. And I've always been
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a huge proponent that I don't care if
you're an intern at a company or you're
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the chief marketing officer anywhere.
In between arming you with some
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knowledge about what I do can always go
uphill. They could go up and down Hill.
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What I mean by that is you know, you
might have somebody in a meeting, and
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CMO or marketing manager might say
anybody got any good ideas, how we can
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solve this problem, something like Go.
I actually saw an ad on linked in or
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sell this thing on YouTube and they
claim that they could do X, Y and Z and
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their clients were getting this lift
and this result. And now all of a
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sudden you went from reaching somebody
like an intern or entry level, you know,
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marketing person. And you got the year
of the CMO because you differentiate it.
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So we went and looked at very large
companies, targets of ours, where we
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said we can get the right video in
front of maybe 1000 employees. And if
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one of those thousands employees has a
water cooler conversation or in a
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meeting. Bring something up and they
know about our solution. Maybe we could
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get to the top dog because we know it's
It's tough getting decision makers
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sometimes. And it worked for us. On the
flip side, we literally created
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multiple levels of video. So an example
there if we knew the name of the
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decision maker somebody in the
department that we wanted to reach we
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actually spoke to them directly in the
into the camera and r C m. We had our
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CMO do it So a respect level there too,
right? If we want to see emos time or
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we want the director of marketings time,
what better than to have my CMO take
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the time to talk directly to them? So
there were really two different
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versions. One was, Hey, John Doe, Jane
Doe CMO. You know, we're already doing
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business with you. We do X, Y and Z,
and our results have been ABC. However,
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we have this other line of products
that could help you do X, y and Z. So
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we basically told the story directly to
John or Jane, but at the same time we
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had another version. It said Hey, I'm
gonna use a fake name. Hey, Acme
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Airlines. We love being, you know, a
partner with you in our in your email
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marketing needs. However, we also do
loyalty, etcetera. We didn't talk
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directly to Jane or John Doe, the
decision maker. We talked to the entire
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company. So now when you're able to run
those ads and target those account
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based campaigns now everybody in the
company feels like they're talking
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directly to you. And it's that
personalization. It's I I contact that.
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You know, a lot of people just don't
want to take the time to Dio. Yeah,
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absolutely. Grease into it. Yeah. I saw
a post from Chris Walker just the other
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day. That is just so many people are
not willing to put in the work, and
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they're just looking for that next
silver bullet. So here we have an
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example where you guys have put in the
work. So I really want to get granular
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on how you guys executed this. So was
it. It was something like 70 different
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accounts and you were targeting 1000
people within those each 70 accounts
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and then you had kind of two versions
for each account you had kind of a
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generic one that went to everybody and
then, um, or personalized one that
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either went to the top decision maker
or a handful of decision makers within
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an account. Um, I kind of someone it up
right there, Tim. Yep. So imagine the
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video to Jane or John Doe. The person
we know is the decision maker at least
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ahead of their department. We would get
that to them. We would do that through
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email outreach. We would do whatever we
could to kind of get into their inbox.
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In fact, we would have other common
people send that or our account rep
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would having a relationship with
somebody at the Let's, say, email
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department. When we're trying to reach
the loyalty or customer service
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department, we'd have them forward them.
So that was the kind of closed loop,
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narrow rifle approach. I'll say like a
sniper, right? Get the right bullet to
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the right person. And then yes, the
other one was, Hey, anybody who works
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in this department or has this job
function at this company It's a great
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level of of Lincoln, right? The prices
go up, the more you filter but you
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could really reach the right people
across departments say, Hey, we're
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already doing business with you. Your
email marketing is up 20% year over
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year. We'd love to do more business
with you If you're in the loyalty
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department, the customer service
department. If you're in the, you know,
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I t infrastructure department, reach
out to us. We have a solution for you
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and we'll customize that journey. So
rifle shotgun blast one hits, many one
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hits. Just the laser focused makes
sense. The analogy makes a lot of sense.
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So with the high level decision makers,
you went a step above kind of did some
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extra work. There have not just sending
the personalizing the videos that
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specifically said their name. But then
you also how can I make sure that it
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gets to their inbox? You didn't just
Hey, load these up and have the SDRs or
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the eighties or whoever it is. Just
send those directly. You tried to find
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where is the avenue to make sure this
gets forwarded from someone internal
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where we maybe have an existing
relationship, right? Yeah. Look, I mean,
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emails are number one channel. It's our
most important channel. The more
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information we have, the more people
engaged in our database is the best.
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Everyone has this problem, though,
right? You know who to get in front of.
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You just can't get there. You can't get
them to open that. So getting creative,
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finding different ways to send that
email, you know, not blasting them over
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the head, but sending one from our CMO,
you know, sending one from from the S D.
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Are they sending one? Because you have
a great advocate inside in your
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customers organization already and say,
Hey, would you mind forwarding this to
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so? And so who might get it to? So And
so we personalize this video to explain
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the great lift and results we're
getting. We just wanna make sure that
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they know that it just takes elbow
grease. Look, it doesn't it doesn't
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work for every single client. But you'd
be surprised if you did the work to
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your point. Just do the work, get
creative, it will pay off. Definitely
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differentiates. And so the second part
of this Tim that I heard you say this a
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little bit different than what most
people do is they create an ad for
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linked in, and it's targeted at this
industry and these types of people, but
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it's not targeted at a specific company.
So you guys took, basically, did 70
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different versions of this ad so that
people at Acme Airplane and ABC Corp as
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their scrolling linked in they would
see a video that literally says their
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company name, right? Bingo. Bingo. I'll
give you a good example of that one.
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Well, the salad group, the Salad Group,
is an awesome group with us. They're
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they're 13 $14 billion a year Denmark
grocery chain and amongst other things,
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you know, we don't know everybody in
the company. So yes, we can actually
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say, Hey, did you know that the salad
group, you know, loyalty program hit
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his goals in two You know, its annual
goals and two months because of Cheetah
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Digital. What could we do in your
depart? Right, So it's it's things like
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that. It's It's this fear of missing
out little messaging, giving them a
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little statin bumps say, Hey, we're
actually powering those great results
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you're probably seeing in your
company's newsletter. Yeah, that's us.
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We could do this for you. We could make
you look like a hero in your department.
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So taking that mentality but doing the
work going and making the video, making
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the content, pulling in things,
personalizing the entire videos, You
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know where some people get hung up like
that'll take days, you know, per video.
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Well, Tim, that's a really good segue,
because I've been kind of chomping at
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the bit to ask you How did you guys
execute putting together this content?
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All of this personalization. You need
to have all this ready. If you're gonna
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ask time of your CMO, you know, it
needs to be prepped and ready to go,
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and it needs to be fairly efficient. I
want to circle back, though, to what we
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were talking about here on. How did
this campaign compared to kind of your
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typical blast? Lincoln adds conversions,
that sort of stuff, but we'll get to
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the results in a minute. But I think
how you guys got there with setting up
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the CMO, gathering the data, making the
recording process as efficient as
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possible because a lot of people
listening to this or probably yeah,
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that that's great, Tim, But I can't get
my CMO or my cto or my VP of sales or
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whoever it is that would make sense to
kind of run a similar A PM plays you
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guys, Um, what would you say to kind of
arm them with replicating how you guys
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did that and making that pitch to
executive leadership internally? Yeah,
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well, I'll start with the what I think
is the easier end. And you know, we'll
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talk production in a second of how we
actually pull this off from a nuts and
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bolts an hour and labor perspective.
But remind your leader that they are a
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leader, right? If they are your boss, I
don't care if it's the CEO board member
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CMO or just your manager. Their job is
to lead you. Their job is to give you
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the resource is to do your job to the
best of your ability, and they should
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be completely open minded to any idea
you have specifically, if you come with
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an idea that has a little bit
attraction or differentiates in a major
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way, this differentiated. So I went to
Richard Jones. I said, I'm gonna need
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you for like, 90 minutes to record a
bunch of stuff he's like Is it gonna be
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effective? I said probably, but I'll
tell you this. I don't think our
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competitors are doing it. And And that
was enough. He said, Okay, then I'm in.
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Let's do it. So you've got to remind
your leaders they're there to help you,
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and they're there to get you. The
resource is not everybody's amazing on
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camera. Not everybody can read a script,
but you can. You can make it easy on
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them. You can use things like an iPad
and your phone with a prompter, and you
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could put it just below the camera lens
right now. If I had one, you know, I'd
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be able to read it, and you wouldn't be
able to tell. So get your leaders to
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buy and remind them that it's different,
that it might work and that it's their
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job to actually help you do that. Do
you want to talk about some of the
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technology? Because yeah. Yeah, man, we
we love to get tactical on this show. I
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hate kind of Oh, you could use Ah,
number of tools. What? What? Number of
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tools? Yeah, break it down for us, man.
Here you go. Here's how we did it. I'm
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not saying this is most efficient, but
I've got about 20 plus years and video
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production from broadcast television to
Web to everything in its scale. Keep it
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simple, get your scripts together,
personalized the script, but keep the
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common bullets the same so that you
know you're not telling a different
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story 50 times over. We did 70 in 90
minutes with my CMO. No, no joke. 70
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and 90 minutes. We were able to
personalize the names. Etcetera have be
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prepared. Have that prompter ready
churn through them. Stop them. If they
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flubbed that they need to start over.
Don't waste time. You know Work with
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them is talent, but make sure you're
being efficient with their time. Get
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the right bullets per and get it
recorded. Secondly, there's a really
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great way that you can pull in their
logos and imagery. Or maybe there's a
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screen grab from their Web page. You
can have people go out and grab their
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Web page or grab an email. If you're
doing email services, grab something
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visual that you're actually doing today
for the company. If their current
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client, if not grab something that you
could give them props on like, Hey, we
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saw this email around your holiday
campaign. It was amazing. Do you know
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that our clients actually get a 10% you
know, lift or 20% lift if we do X, y
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and Z That's why we'd love to do
business with you, but bring a visual
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to it. Don't just have a talking head
and then look at technology out there
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to scale those edits. And literally, if
you're editing in final Cut Premiere
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Pro, which is what we use, I think that
template er is a company data I Oh, I
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believe their name is where you can
literally name J pegs. If they're all
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the same size, name them in sequence.
So J peg 12345 And then again, your
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editor can go in and do the same edits
and pull in their Web page, their logo,
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their head shot. Whatever it is, it's
systematically. So now you're not
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literally doing this thing, you know,
edit by edit. You're using batch
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exporting and premiere pro to bring in
common elements that are unique to each
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video export. At that point, we were
also directly importing directly into
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YouTube. The reason we like YouTube is
we could share that internally. They
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could be unlisted. We do some re
marketing and retargeting based on some
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technology we have that we can retarget
on YouTube ads for linked in again,
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you're gonna have a unique file for
every single company. So for us, it
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would be company name and target name.
So Jane or John Doe, the generic
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shotgun blasted, Just went all all
employees was named, you know, generic.
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So keep it simple and then keep your ad
campaign names. Keep your you know any
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of your campaigns or add groups named
the same as your files. You know, keep
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that taxonomy going. It's very, very
simple to go on pull report to see
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what's working, what's not. And the
other thing is, shake it up. If you're
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gonna have your CMO sit down and do
2030 40 reads a B, test this. So maybe
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take two different approaches. One that
is very you know, I don't know your
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business for us. We actually did this
where we got very personal Tom, we know
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you love the Mets and this and that. So
we we got an office in New York. And
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we're knocking it out of the park with
your email results with, you know, this
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sub brand, right? Tie it in. Thea.
Other approach was You know, Tom, we
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appreciate you. You know, we're a great
business where Stewart were global
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brand. We didn't really get too
personal, but we we talked about the
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results were driving. So again, you can
put in one or two in all your ad
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campaigns and in your video, so you
could have V one V two. So now you can
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look at the name. You can look at the
company, you can look a generic versus
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the named John or Jane Doe, and you can
very quickly pull a metro support and
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say Wow, when we got really personal
and we use the generic, it worked.
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We've got engagement. When we did this,
it didn't work as well. So just like
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anything else a B test, But use
taxonomy and use your people. Listen to
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your editors. Listen to your producers.
And by the way, we did 70 with CMO in
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90 minutes recorded. I think we had ah
100 versions turned out in three days
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with one editor because we were using,
you know, temperature and other, you
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know, technology that was allowing us
toe bulk pull in those personalized
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assets. It's not rocket science. Hey,
everybody, Logan with sweet fish here
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if you've been listening to the show
for a while, you know, we're big
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proponents of putting out original
organic content on Lee did. But one
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thing that's always been a struggle for
a team like ours is too easily track
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the reach of that LinkedIn content.
That's why I was really excited when I
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heard about Shield the other day from a
connection on you guessed it linked in.
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Since our team started using shield,
I've loved how it's led us easily track
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and analyze the performance of are
linked in content without having to
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manually log it ourselves. It
automatically creates reports and
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generate some dashboards that are
incredibly useful to see things like
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what contents been performing the best
and what days of the week are we
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getting the most engagement and our
average views proposed? I highly
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suggest you guys check out this tool.
If you're putting out content on
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LinkedIn, and if you're not, you should
be. It's been a game changer for us. If
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you go to shield app dot ai and check
out the 10 day free trial, you can even
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00:18:18.070 --> 00:18:23.410
use our promo code B two B growth to
get a 25% discount. Again, that's
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00:18:23.420 --> 00:18:30.090
shield app dot ai And that promo code
is be the number to be growth. All one
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00:18:30.090 --> 00:18:38.650
word. All right, let's get back to the
show E. I love that Tim. Yeah, it's the
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same thing. I tell a lot of our
customers that are looking at launching
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a podcast, and I talk about our service
tonight. I have to time out and stop
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sometimes and just thoroughly admit,
Look what we've built together in the
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systems and processes and the and the
people on the way we've arranged it.
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None of it's rocket science, but we've
done it enough, and we've created
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templates, and we've created repeatable
processes that we take the guesswork
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out of it. The same thing applies here
if you if you do one, you kind of learn
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and then you build templates off of
that. I was talking with Adam Guillette.
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Previously on the show he was at G two
now, he said, at Help Scout and he
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talked a lot about how, whenever they
run a campaign and a B M campaign or
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anything else, or webinar or whatever
it is, they always try to build out the
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framework so that they can duplicate
that project in a sauna and then change
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it from there. But always document what
you do. It's something Chris Ron zero a
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train, You'll he's always in my head.
I've heard their team talk about it, do
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it, document it, and then you can
delegate it, and then that's where the
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scale really comes in. So let's talk a
little bit about results and maybe some
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of the surprises. So you guys took this
approach to about 70 accounts. Existing
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customers looking for cross sell up
sell opportunities. What were some of
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the results? What was interesting and
part of our strategy is we didn't just
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do this because we could. It was very
well timed. With our signals event. We
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hear a cheetah have a five weeks of
content stressed over nine. We're in
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the middle of it right now. In the
middle of October, it's still
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continuing. We wanted a second
conversation starter if we needed it so
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rather than say, Hey, Jane Doe were
smashing your email. KP eyes is a
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partner for you. We'd love to talk to
you about loyalty or your CDB. You want
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to chat? You know, if they went dark or
we knew that they watched it, but they
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didn't really engage with us. We at
least wanted to have something else
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that was timely. So that was It was a
key part of the strategy. And we were
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able to say, Oh, and by the way, we
know you're busy. Thanks for watching
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the video. We know you opened it. We
saw the cookie fire, etcetera. However,
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we have signals. And we think these two
sessions and what those clients are
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going to say about their results with
our say loyalty product will be very
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interesting to you. And it works
perfectly. So right off the bat, some
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people we were trying to reach for
across an up sell who just weren't
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engaging with the SDR, the E. And we
just couldn't break through instantly
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if they got that video, they watched it.
They were engaged, and some of them in
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the same week reached out and said, I
really appreciate you taking the time?
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You know, I understand that time is
money, and we don't have a lot of time.
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Sure, I will take your call and I'll
have my you know, admin set up 20
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minutes like Boom. Holy Grail. That's
all we needed. We just needed 20
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minutes. We you know, now our CMO
whoever once they get the 20 minutes,
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they better be on the ball, right.
Provide the value exchange, quickly
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convey the value of how we could say
we're winning over here. We wanna win
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over here for you as well. So that was
very interesting to see instant results.
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The second one is we had people sign up
for our signal session. So it was the
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12 punch, right? Hey, we're crushing it
right now for you. We love to crush it.
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Can we have a conversation? They didn't
engage, but we know that they're
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already going and taking our
suggestions and say, Hey, Michael
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starts. You know, CEO at bloomin Brands.
Outback Steakhouse has getting eight
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times lift in revenue through this, you
know, messaging device. Now we see that
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targeted Jane Doe or John Doe in our
content. Siri's. So we are engaged even
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though we're not direct. The other
thing is we've closed business in less
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than 90 days. We closed multiple, cross
an up sell with them because they were
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like we never knew you did this. It's
like, Yeah, that's on us. We should
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always be able to tell you just because
you may be by cups from us and you
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don't know we sell plates too. Well,
now you know we sell plates. Why don't
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you get them both the same place? And
it's that theory. Um, sometimes they
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just don't know. So it was great, uh,
to see a couple of brands go. Wow, we
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were actually getting ready to RFP. But
we love you. You're right. You're
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smashing it. You know our KP eyes in
this one area. Cool. Let's do more
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business together. So quick Winds came
right out of it, and the CMO was like,
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Tim set me up. Let's do this once a
week. Let's do 70 more who are next
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prospects. I love hearing that about
leadership being excited on the next
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thing. But before we moved in, the next
thing I know some people listening this
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or maybe like, well, some accounts,
some book meetings, like Give me some
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numbers, Tim. So break it down for the
skeptics out there. Either Percentage
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of accounts that you got into revenue
closed deals. What? What were some of
340
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the hard numbers here? Yeah. You know,
I can't give too much of the secret
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sauce away, but I will say that we had
what I would call stonewalled accounts.
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Right? SDRs just throwing up their
hands, going Good luck. You can
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personalize all you want. This is gonna
happen. And I know that we had a 20% of
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our outreach. Roughly 20%. We did get
to that next stage. Whether that was a
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direct meeting or some other engagement,
that was a high score in us in our
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scoring system. So it was It was a good
lift. It was well worth the 90 minutes
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for the CMO to do this. Secondly, we
closed. I know we close to deals with
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existing clients within two weeks of
this campaign kicking off simply
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because those clients didn't know we
offered those other services. Right? So
350
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again, back on us, they that person,
even though they're buying, let's say
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email marketing from us they didn't
know we had a loyalty program simply
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because we got in front of them, were
able to let them know. And we also have
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this other service. They were like,
Well, great, Yeah, you are crushing it
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over here. So let's do business over
there. Let's try again. So look,
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revenue was booked and sizeable revenue.
I mean, we're going after global brands.
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We're not talking, you know, 25 50
$100,000 deals here. We're talking, you
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know, big deals. So for us, it was a no
brainer, you know, instant results. And
358
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within a month it was very clear that
this is what we dio and and not only
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that, we're pushing it even farther.
Like, how can we go to the next level?
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This was just scratching the surface.
Frankly, I love it, man. So 20%
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conversions to kind of the next stage.
Two sizable deals in two deals with
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with existing customers where you could
have possibly lost your incumbent
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advantage, had they been just not
knowing that you did something else.
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And then they went and did some
research because an intern sawn out of
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a competitor er right, and came in the
same way you just talked about breaking
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in to a new account for anyone who's
looking at going systematically over at
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your existing accounts, I highly
suggest in the show notes we're gonna
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link Thio an episode I did with Tim
Restorer, who is the co author of the
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expansion sale, talks a lot about How
do we have those conversations? And I
370
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hear it a lot in what you're saying
right now, Tim, because you guys always
371
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lead with. Here's the results we've
delivered so far. Here's where we've
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come together and pointing out those
winds or always where you want to start
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with any conversation with an existing
customer. Whether that's why pay Mawr.
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Why add on Why change? Why stay? Why,
why forgive if you need to eat some
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crow whatever the case is. So, Tim, you
mentioned you guys kind of moving on
376
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the next thing for anyone listening to
this that that wants to take some
377
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action based on what you've talked
about here, what are some of the key
378
00:25:36.790 --> 00:25:40.890
things you want them to take away from
this learning and think about going and
379
00:25:40.890 --> 00:25:45.850
applying to an A B M campaign and
Upsell campaign. Whatever it is, where
380
00:25:45.850 --> 00:25:50.150
they could learn from what you guys
just executed here. Yeah. I mean, the
381
00:25:50.150 --> 00:25:54.830
one thing I always tell anyone in sales
is go follow what the big brands are
382
00:25:54.830 --> 00:25:58.580
doing down to the consumer level, right?
Consumers or people, you gotta
383
00:25:58.580 --> 00:26:01.260
understand them is people. Even if
we're just talking about somebody who
384
00:26:01.260 --> 00:26:05.140
is looking for new, you know, cups,
right, what makes them tick? What are
385
00:26:05.140 --> 00:26:08.680
they using them for? Their bachelor,
Their family Look for kid friendly.
386
00:26:09.040 --> 00:26:13.880
They take a very finite approach of
personalization. You have to do the
387
00:26:13.880 --> 00:26:16.690
same thing. And b two b. And that's
what I think B two b has been missing.
388
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We've been doing this cast and blast
and, you know, scale. If I hit 1000
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00:26:20.810 --> 00:26:25.210
emails, you know somebody will open on
somewhere. I disagree. I think we have
390
00:26:25.210 --> 00:26:27.720
to get a little more granular. You have
to do the work. You have to roll up
391
00:26:27.720 --> 00:26:30.860
your sleeves, you have to do some
research and you got a match and marry
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00:26:30.860 --> 00:26:34.930
that personalized offering. I like what
you just what you just called out,
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which is start with a stat, in fact, to
write. Anchor yourself on a positive to
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start your conversation specifically if
you're talking cross selling up, so
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that should be the easiest business toe
win. If you could say I'm already doing
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00:26:47.220 --> 00:26:51.650
something good for you, let's doom or
good. Um, then it's great, But always
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anchor yourself on a positive, static
fact or conversion and you know that's
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not new. But do something different.
You want to stand out, you wanna, you
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00:26:59.560 --> 00:27:02.620
wanna become a billionaire. You know,
I've worked from our Cuban for a few
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00:27:02.620 --> 00:27:05.830
years. You got to do the work. You've
got to read the manuals. You gotta
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00:27:05.840 --> 00:27:09.850
differentiate. So you keep doing what
you're doing. Or you could try
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00:27:09.850 --> 00:27:13.780
something new. Try something out of the
box. But personalization is gonna be
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00:27:13.780 --> 00:27:17.380
your key ingredient. My opinion? That's
great advice to him. And it's not just,
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00:27:17.380 --> 00:27:20.670
you know, lip service, because we've
just been about 30 minutes talking
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00:27:20.670 --> 00:27:24.300
about how you guys executed you did
something different. I love how you
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00:27:24.300 --> 00:27:28.010
started with pitching your leadership
on the vision for it. You were honest
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00:27:28.010 --> 00:27:32.680
and not over promising, but you spun it
in a way that said, Well, our
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00:27:32.680 --> 00:27:36.520
competitors aren't doing it and I think
it's going to be effective sometimes.
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00:27:36.520 --> 00:27:40.740
Just that and the confidence and the
transparency as you pitch that
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00:27:40.740 --> 00:27:44.600
internally are gonna help you get that
buy in and then make it efficient. I
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00:27:44.600 --> 00:27:48.210
love the way that you guys just zigged
when everybody else is Aggie, everybody
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00:27:48.210 --> 00:27:53.370
is doing. Lincoln adds to the e book
download to the str email cadence, and
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00:27:53.380 --> 00:27:57.350
none of it is personalized. Bye bye
company The way that you guys are doing
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00:27:57.350 --> 00:28:00.630
it, you know, you did that with the
Lincoln ads. You're also going in
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00:28:00.630 --> 00:28:06.030
Lincoln D. M's and email and intro
emails to get those 1 to 1 videos in
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00:28:06.030 --> 00:28:10.680
the hands in the in boxes Aunt played
and the other thing that you just
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00:28:10.680 --> 00:28:13.560
barely touched on, But I thought was a
really nice wrinkle you guys threw in
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00:28:13.560 --> 00:28:18.370
there. Gary, these book Jab, jab, jab,
Right hook. There are three jabs for a
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00:28:18.370 --> 00:28:21.260
reason, right? We think that just
because we did the work of
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00:28:21.260 --> 00:28:24.880
personalizing just because we did the
work of reaching out multiple times
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00:28:24.890 --> 00:28:28.960
that then our prospects or even our
existing customers os that response,
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00:28:28.960 --> 00:28:33.020
they don't owe us anything, So you've
got to be ready to jab again. Which is
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00:28:33.020 --> 00:28:37.610
exactly what you guys did in offering a
semi personalized, I would say somewhat
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00:28:37.610 --> 00:28:41.120
customized, right? Maybe not
personalized, but customized. Hey, we
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00:28:41.120 --> 00:28:44.960
think you would like these sessions at
our upcoming event. Or, you know, this
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00:28:44.960 --> 00:28:49.200
content Siri's or whatever the case is.
So I think that's another key. Learning.
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00:28:49.200 --> 00:28:53.770
Don't just kind of Max out the first
jab without thinking. What if the right
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00:28:53.770 --> 00:28:57.180
hook doesn't land right after that?
What are your next sequential steps
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00:28:57.190 --> 00:29:00.530
where you're gonna add value throughout
the process? So I thought that was
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00:29:00.530 --> 00:29:04.440
really good. Thio Tim, if anybody
listening to this has become a fast
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00:29:04.440 --> 00:29:08.090
friend of yours just like myself here,
I've really enjoyed this conversation.
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00:29:08.090 --> 00:29:11.380
How can they reach out and stay in
touch with you and the Cheetah Digital
433
00:29:11.380 --> 00:29:15.900
team? Yeah, I mean, look, Cheetah
Digital eyes on LinkedIn. That's where
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00:29:15.900 --> 00:29:19.910
we're constantly flooding content.
Cheetah digital dot com Right now, it's
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00:29:19.910 --> 00:29:24.570
fall of 2020 a crazy year, but we had
to take our conference online, but
436
00:29:24.570 --> 00:29:28.430
we've got so much content there that
you can consume a chief digital dot com.
437
00:29:28.430 --> 00:29:32.560
In fact, we kicked off our conference
with me and the CMO jumping skydiving
438
00:29:32.560 --> 00:29:36.200
out of an airplane. Tommy Lee from
Motley Crue. You know, the world famous
439
00:29:36.200 --> 00:29:39.850
drummer kicks us out of an airplane,
basically, and we we do a bunch of
440
00:29:39.850 --> 00:29:44.070
stuff with him. So go have some
entertainment on our website. Follow us
441
00:29:44.070 --> 00:29:48.380
on LinkedIn. Our twitter feed is, you
know, it's a twitter feed, but Lincoln
442
00:29:48.380 --> 00:29:51.780
and our website is definitely where you
can find out what we're doing. Yeah,
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00:29:51.790 --> 00:29:55.260
we're all about linked in a swell. So,
Tim, I appreciate it, man. Thank you so
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00:29:55.260 --> 00:29:58.980
much for making time for the chat today.
I really appreciate it. No worries, man.
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00:29:58.980 --> 00:29:59.880
Good to be on. Thanks.
446
00:30:02.840 --> 00:30:06.260
For the longest time, I was asking
people to leave a review of B two B
447
00:30:06.270 --> 00:30:10.270
growth in apple podcasts, but I
realized that was kind of stupid,
448
00:30:10.280 --> 00:30:15.700
because leaving a review is way harder
than just leaving a simple rating. So
449
00:30:15.700 --> 00:30:19.500
I'm changing my tune a bit. Instead of
asking you to leave a review, I'm just
450
00:30:19.500 --> 00:30:23.690
gonna ask you to go to BBB growth in
apple podcasts. Scroll down until you
451
00:30:23.690 --> 00:30:27.640
see the ratings and review section and
just tap the number of stars you wanna
452
00:30:27.640 --> 00:30:33.550
give us no review necessary super easy,
and I promise it will help us out a ton.
453
00:30:33.640 --> 00:30:37.500
If you want a copy of my book content
based networking, just shoot me a text.
454
00:30:37.510 --> 00:30:40.720
After you leave the rating on, I'll
send one your way. Text me at
455
00:30:40.720 --> 00:30:45.450
4074903328