5 Reasons ABM is Not For You

WEBVTT 1 00:00:02.540 --> 00:00:02.740 yeah, 2 00:00:05.540 --> 00:00:11.300 today we are going to be talking about some specific things that you need to 3 00:00:11.300 --> 00:00:15.680 look for in your own business to know whether A B. M. Is actually right for 4 00:00:15.680 --> 00:00:20.050 you or not. So we're going to talk about five specific things that you 5 00:00:20.050 --> 00:00:24.300 need to look at and assess in your company to know if a B. M is right for 6 00:00:24.300 --> 00:00:29.510 you dan take it from here man and maybe color inside the lines a little bit on 7 00:00:29.520 --> 00:00:33.870 how the series is going for you so far. I've been loving this series of so much 8 00:00:33.870 --> 00:00:38.000 so far. I'm a learner. I like to always dig into things that I don't know and 9 00:00:38.010 --> 00:00:41.710 I've had a pretty good hand on just digital marketing in general. Like I 10 00:00:41.710 --> 00:00:44.740 know the tools, I know how to do social, I know how to run paid ads, I know how 11 00:00:44.740 --> 00:00:48.080 to do website optimization, all those normal things. But when I got into the 12 00:00:48.080 --> 00:00:53.560 B two B space and uh I found that some of the tools are the same, but how you 13 00:00:53.560 --> 00:00:57.450 use them is just a little bit different. And a lot of the strategies were new 14 00:00:57.450 --> 00:01:01.370 Abyan particularly. I was like, whoa, this wasn't even possible in the B two 15 00:01:01.370 --> 00:01:04.739 C space, but I'm fascinated by it because it just seems like it's such a 16 00:01:04.739 --> 00:01:10.460 good way to approach it if you know who your ideal buyer is, like you literally 17 00:01:10.840 --> 00:01:14.110 know who to target because you know, you need to target the head of 18 00:01:14.110 --> 00:01:20.420 procurement at Salesforce. I keep using that as my example, but if you know who 19 00:01:20.420 --> 00:01:23.680 that is and you know, his name is brian and you have his email or like, oh that 20 00:01:23.680 --> 00:01:27.280 kind of changes the game because before you had no idea who you were targeting, 21 00:01:27.290 --> 00:01:31.200 it was like a sand sifting for gold and now you know where the gold is, you 22 00:01:31.200 --> 00:01:33.730 just have to go get it and figure out how to do it. It's just it's a totally 23 00:01:33.730 --> 00:01:36.950 different way of thinking, even though a lot of the tools are the same. So I'm 24 00:01:36.950 --> 00:01:40.500 just fascinated by and I've been learning a lot and ready to learn more. 25 00:01:40.500 --> 00:01:44.980 We're early in and it's funny, it's funny dan like because there's a lot of 26 00:01:44.990 --> 00:01:48.530 there's a lot of haters right in any time something gets popular, haters 27 00:01:48.530 --> 00:01:51.720 come out of the woodwork, we're doing some original research right now, we're 28 00:01:51.720 --> 00:01:54.750 interviewing 100 B. Two B marketing leaders. And one of the questions we're 29 00:01:54.750 --> 00:01:58.630 asking them is what's the most, what's the most overrated trend in B. Two B 30 00:01:58.630 --> 00:02:01.700 marketing right now. And the overwhelming response from a lot of 31 00:02:01.700 --> 00:02:05.510 those folks is A B. M. And I think a lot of that's being led by, you know, 32 00:02:05.510 --> 00:02:09.820 folks like chris walker saying things like a B. M. Is just good marketing. 33 00:02:09.830 --> 00:02:13.700 What are your thoughts whenever you see a bunch of people kind of hating on a B. 34 00:02:13.700 --> 00:02:17.210 M. You see chris walker going, this isn't novel, this is just good 35 00:02:17.210 --> 00:02:21.490 marketing, you know who your buyers are and you go after them and I would say 36 00:02:21.490 --> 00:02:25.720 that's because chris walker grew up in a B. Two B. Marketing space because for 37 00:02:25.720 --> 00:02:28.940 other marketers who are coming into B two B. Marketing from outside. And I've 38 00:02:28.940 --> 00:02:34.140 done be to see higher ed nonprofit. Like this is a totally different way of 39 00:02:34.140 --> 00:02:37.090 thinking because it wasn't even possible. It's unique to be to be, 40 00:02:37.100 --> 00:02:41.480 which is why like Sandra wrote the book A B. M. Is B two B. While it's probably 41 00:02:41.490 --> 00:02:45.410 you don't always have to perform it that way. It is A B. Two B. Play. And I 42 00:02:45.410 --> 00:02:48.450 think that's why Chris Walker says I don't I don't know how much experience 43 00:02:48.450 --> 00:02:52.580 he has an outside of B- two b. And I feel like it's kind of funny because I 44 00:02:52.580 --> 00:02:56.620 feel like demand generation is more of like just generally good digital 45 00:02:56.620 --> 00:02:59.840 marketing strategy. Like I don't understand where like demand to me 46 00:02:59.840 --> 00:03:04.650 demand jin is like broader and more just good marketing but that's chris 47 00:03:04.650 --> 00:03:09.110 walker's game right? So it's also just really popular. Didn't knock other 48 00:03:09.110 --> 00:03:14.890 people's methodologies. So that always gets a good buzz on linkedin especially 49 00:03:14.890 --> 00:03:18.150 when they're gaining steam, especially when they're gaining steam and they're 50 00:03:18.150 --> 00:03:22.460 getting really popular and everybody is talking about them. It's it's easy to 51 00:03:22.750 --> 00:03:26.550 to push back and you should I think to a certain degree people should 52 00:03:26.560 --> 00:03:30.980 shouldn't just be you know eating the food that the analysts are feeding you 53 00:03:30.980 --> 00:03:35.490 and it just happens to be that in this season a lot of people are really hot 54 00:03:35.490 --> 00:03:38.060 on A. B. M. Right now, but we're gonna spend the rest of this episode talking 55 00:03:38.060 --> 00:03:42.430 about five things that you need to look at in your company to know if a. B. M. 56 00:03:42.440 --> 00:03:47.220 Is not for you. Uh And this first thing you need to look at is, you know, do 57 00:03:47.220 --> 00:03:52.300 your new customers contribute large amounts of revenue? You're looking at 58 00:03:52.310 --> 00:03:57.350 annual contract value. Um And so for us in our journey with A B. M. We 59 00:03:57.350 --> 00:04:01.970 obviously use this podcast as a big part of our A. B. M. Strategy. We ask 60 00:04:01.970 --> 00:04:05.640 our ideal clients to be a guest on the show. We build a genuine relationship 61 00:04:05.640 --> 00:04:08.810 with them and then we nurture that relationship to see if we could 62 00:04:08.810 --> 00:04:12.720 potentially work with him and produce a podcast for them since that's what our 63 00:04:12.720 --> 00:04:17.440 businesses and uh and so when we first started doing this we had to determine 64 00:04:17.440 --> 00:04:23.950 that the average uh the annual contract value for a customer of sweet fish was, 65 00:04:23.960 --> 00:04:29.110 you know, for us it was over $25,000. And when we looked and said okay if we 66 00:04:29.110 --> 00:04:35.180 have an annual contract value of $25,000, then we know that you know we 67 00:04:35.180 --> 00:04:39.630 know how much it costs us to produce B. Two B. Growth. And so we only need to 68 00:04:39.630 --> 00:04:44.450 do, we only need to close two or three deals with guests that are on our show 69 00:04:44.460 --> 00:04:50.920 for this to give us a positive R. O. I. And so because we had we we nailed down 70 00:04:50.920 --> 00:04:55.420 and we got a very clear picture of what our annual contract value was. We were 71 00:04:55.420 --> 00:04:58.280 then able to extrapolate that and that can be applied to a lot of different 72 00:04:58.280 --> 00:05:02.690 strategies. Right? Not just podcasting when you know what that a CV is. You 73 00:05:02.690 --> 00:05:07.850 look out and say okay, what's what's it going to take for us to generate that 74 00:05:07.860 --> 00:05:13.130 revenue minus the cost of the execution of that strategy. So the second thing 75 00:05:13.130 --> 00:05:17.430 we're looking at is making sure you have a clear understanding of who your 76 00:05:17.430 --> 00:05:21.020 target is or would be an indicator to not do it if you don't have a clear 77 00:05:21.020 --> 00:05:24.110 understanding, there might be a few situations where this you run into this. 78 00:05:24.120 --> 00:05:27.500 The most obvious one to me is like you're a startup, like you're still 79 00:05:27.500 --> 00:05:31.420 trying to figure out what your product market fit is. You're not even sure 80 00:05:31.420 --> 00:05:38.700 quite yet where your prospect is who they are. You think it's this person, 81 00:05:38.700 --> 00:05:42.110 you think it's the head of this, but you're not quite sure yet. You're still 82 00:05:42.110 --> 00:05:45.530 trying to sell, you're still trying to prove that hypothesis and because 83 00:05:45.530 --> 00:05:49.450 you're not sure yet, A B. M. Isn't quite right for you yet or at least a 84 00:05:49.450 --> 00:05:53.240 scale and a B. M. Campaign. You're still in the early sales days where 85 00:05:53.240 --> 00:05:55.300 you're just trying to get a hold of them and talk to them which you might 86 00:05:55.300 --> 00:05:58.230 use some maybe, um, tactics, but you're probably not ready to launch a full on 87 00:05:58.230 --> 00:06:01.800 campaign and find 100 more just like that guy, right? You're still trying to 88 00:06:01.800 --> 00:06:06.890 find your ideal customer and I promised and this is not this, we didn't even 89 00:06:06.890 --> 00:06:11.700 talk about this before, but I promise I'm not trying to over cell podcasting 90 00:06:11.700 --> 00:06:17.100 here, but us having our podcast as Arabian play actually helped us figure 91 00:06:17.100 --> 00:06:20.900 out who are buyer was much quicker. So we've talked about the story in the 92 00:06:20.900 --> 00:06:24.890 past, so I won't beat it to death. But our 1st 150 episodes of GDP growth were 93 00:06:24.890 --> 00:06:28.080 with VPs of sales because that's who we thought would buy our podcasting 94 00:06:28.080 --> 00:06:32.900 service. And we realized after 100 50 episodes and none of them turned into 95 00:06:32.900 --> 00:06:36.370 customers for us that hey, we should probably pivot who we sell to. And it 96 00:06:36.370 --> 00:06:40.250 was then when we said, instead of selling into the sales function, we're 97 00:06:40.250 --> 00:06:44.050 gonna start selling into marketing. And so we started getting uh, those VPs of 98 00:06:44.050 --> 00:06:48.080 sales counterparts and marketing to be a guest on the show. And sure enough, 99 00:06:48.090 --> 00:06:51.630 those relationships actually started turning into revenue for the business. 100 00:06:51.630 --> 00:06:56.610 So depending on the A. B. M. Play that you're executing sometimes by getting 101 00:06:56.610 --> 00:07:00.770 started with a B. M. Early, starting to have conversations with people that you 102 00:07:00.770 --> 00:07:05.280 have in a hypothesis on of, is could this be our ideal buyer. Um, and having 103 00:07:05.280 --> 00:07:09.440 actual conversations with them, which podcasting happens to lean toward. Uh 104 00:07:09.450 --> 00:07:13.810 and so it was it was super helpful for us to determine, hey this isn't the 105 00:07:13.810 --> 00:07:16.810 right fit. And we were able to pivot our strategy and start chasing an 106 00:07:16.810 --> 00:07:19.610 entirely new customer. And that's really when the business started to 107 00:07:19.610 --> 00:07:23.950 take off. Yeah but imagine you had dumped a ton of advertising targeting 108 00:07:23.950 --> 00:07:27.410 those Exactly sales wraps and sending them gifts and all of a sudden they can 109 00:07:27.410 --> 00:07:30.870 the costs can add up a lot. Even though you think you're being really targeted, 110 00:07:30.880 --> 00:07:34.190 you're like that could have been expensive really fast. And I think 111 00:07:34.190 --> 00:07:36.860 that's why a lot of companies that raise a lot of money in the early days 112 00:07:36.860 --> 00:07:40.520 before they even really know who their I. C. P. Is end up shooting themselves 113 00:07:40.520 --> 00:07:45.400 in the foot. I also want to point out here dan that for we haven't 114 00:07:45.400 --> 00:07:49.760 necessarily come out and said this yet, but you and I are not a BM experts. I 115 00:07:49.760 --> 00:07:55.110 mean we we've been executing podcasting as a baby in play for half a decade. Uh 116 00:07:55.120 --> 00:07:58.880 you're very new to the B two B marketing world. So if you're listening 117 00:07:58.880 --> 00:08:03.730 to this, I don't want you to take it as though dan and I are claiming to be a 118 00:08:03.730 --> 00:08:07.550 BM experts. We're learning a lot about it, especially this month is dan is 119 00:08:07.550 --> 00:08:10.350 doing all of these case study interviews and and interviewing 120 00:08:10.350 --> 00:08:13.230 different practitioners and talking to different thought leaders in the space 121 00:08:13.240 --> 00:08:16.500 but by no means are we proclaiming to be experts. So the things that we're 122 00:08:16.500 --> 00:08:20.630 sharing are things that we've observed from our own experience and from 123 00:08:20.630 --> 00:08:23.940 friends that we have Santorum battery from terminus is a really good friend 124 00:08:23.940 --> 00:08:27.770 of mine. And so I've learned some things over the years, dan has learned 125 00:08:27.770 --> 00:08:31.820 some things through doing these interviews for this series, but by no 126 00:08:31.820 --> 00:08:35.570 means are we experts. So so don't, don't take what we say and start 127 00:08:35.580 --> 00:08:39.289 throwing stones at us because we're, we are learners and wanting to share what 128 00:08:39.289 --> 00:08:44.140 we're learning with you as we go along. So that being said. Um dan, what's this 129 00:08:44.140 --> 00:08:48.300 third thing that we think folks should look out for to determine whether A B. 130 00:08:48.300 --> 00:08:52.870 M. Is right for them or not. You know, IBM might not be good for you if you're 131 00:08:52.870 --> 00:08:56.880 not even sure how to target that person. Um, if there's a specific type of 132 00:08:56.880 --> 00:08:59.660 individual, you know, you sell to, but they're really hard to get ahold of, 133 00:08:59.660 --> 00:09:04.550 they don't have social media accounts or they're trying to be anonymous for 134 00:09:04.550 --> 00:09:07.510 whatever reason A B. M. Is probably not the greatest thing because you need to 135 00:09:07.510 --> 00:09:11.350 be able to identify who they are and get their contact information somehow. 136 00:09:11.840 --> 00:09:15.420 This is probably the rarest of the, of the five reasons we have though. I 137 00:09:15.420 --> 00:09:19.060 think this would be a big one if if it's hard to identify who that person 138 00:09:19.060 --> 00:09:22.680 is or it's so many different people. Um you've identified 10 different 139 00:09:22.680 --> 00:09:26.520 customers and they're all very different, that it's hard to really 140 00:09:26.520 --> 00:09:33.430 engage them on a consistent basis. Gotta. So it comes down to the ease of 141 00:09:33.440 --> 00:09:37.800 the data, like how you can access the data of the people that you're trying 142 00:09:37.800 --> 00:09:42.660 to go after data and just get access to them by a social search, like where 143 00:09:42.660 --> 00:09:46.450 they're searching for you or social. I mean everybody's got an email address 144 00:09:46.450 --> 00:09:49.580 though, right? Like everybody's got a got a physical address that you can 145 00:09:49.580 --> 00:09:53.700 mail something to. But I would imagine depending on who you're going after 146 00:09:53.700 --> 00:09:58.070 data to, those types of people could be tougher if you're especially if you're 147 00:09:58.070 --> 00:10:03.040 BtG right, if you're going after folks that are in the Secret Service. Uh that 148 00:10:03.040 --> 00:10:07.300 might be tough. But again, I mean, I think this is a rare one too, I think 149 00:10:07.310 --> 00:10:11.290 in today's age with the zoom in photos of the world and uh there's a good 150 00:10:11.290 --> 00:10:16.030 jillion different data players in this space. I I think it's uh pretty easy to 151 00:10:16.030 --> 00:10:19.240 find for the most part, whoever you're looking for, which is the beautiful 152 00:10:19.240 --> 00:10:25.870 part about BdB. Today's episode is sponsored by linkedin. Did you know 153 00:10:25.870 --> 00:10:30.570 over 62 million decision makers are on linkedin? It's the reason why I and a 154 00:10:30.570 --> 00:10:35.420 ton of other B two B marketers spend hours marketing on linkedin every week. 155 00:10:35.430 --> 00:10:39.080 In fact, recently I just pulled a report that informed our team had Sweet 156 00:10:39.080 --> 00:10:43.320 fish. That Lincoln had produced three times the amount of new customers in 157 00:10:43.320 --> 00:10:48.180 the last 90 days. Then the next lead source three times guys, it was a lot. 158 00:10:48.190 --> 00:10:52.910 There is not a better platform to research your key accounts, Find the 159 00:10:52.910 --> 00:10:57.490 exact people you want to connect with and actually engage them in a variety 160 00:10:57.490 --> 00:11:02.900 of meaningful ways. Do business where business is done, get a $100 161 00:11:02.900 --> 00:11:06.790 advertising credit toward your first Lincoln campaign, visit linkedin dot 162 00:11:06.790 --> 00:11:13.600 com slash GDP growth linkedin dot com slash BtB growth terms. And conditions 163 00:11:13.600 --> 00:11:19.840 apply Number four I think is going to be the most likely cause is that your 164 00:11:19.840 --> 00:11:23.100 marketing and sales team just aren't ready to work together. A B. M. 165 00:11:23.110 --> 00:11:28.310 Requires a lot of collaboration between these two teams as it is a marketing 166 00:11:28.320 --> 00:11:32.480 and sales play. They have to work hand in hand and making sure these these key 167 00:11:32.480 --> 00:11:36.090 accounts that the market is really targeted and that the sales follow up 168 00:11:36.090 --> 00:11:40.640 with them is really on par and you're collaborating together on that hand off 169 00:11:40.640 --> 00:11:45.280 otherwise, an A. B. M. Play isn't just going to be very strong, curious down 170 00:11:45.280 --> 00:11:50.760 on the B two C side, I guess the sales function in B two C companies are 171 00:11:50.770 --> 00:11:55.420 typically pretty different. But have you noticed there being even in your 172 00:11:55.420 --> 00:11:58.380 experience, do you notice a lot of friction between marketing and sales? I 173 00:11:58.380 --> 00:12:01.570 know it gets talked about in the world of B two B all the time. Almost to a 174 00:12:01.570 --> 00:12:05.650 point where it's like I roll, it's so annoying when you hear somebody talk 175 00:12:05.650 --> 00:12:08.890 about sales and marketing alignment, but it they talk about a lot because it 176 00:12:08.900 --> 00:12:12.540 it is real like those for whatever reason, those two teams do not tend to 177 00:12:12.540 --> 00:12:16.570 get along, they're not aligned on results. What has been your experience 178 00:12:16.580 --> 00:12:23.140 personally with sales marketing a limit? So this is specific to B two C. That 179 00:12:23.140 --> 00:12:26.230 has a high ticket item that actually has a sales team because a lot of B two 180 00:12:26.230 --> 00:12:29.630 C situations you have no sales like sales is them going and clicking out, 181 00:12:29.640 --> 00:12:33.260 checking out on the e commerce site or walking into a retail store. And that's 182 00:12:33.260 --> 00:12:36.190 a very different situation even if you're sending them to a high ticket 183 00:12:36.190 --> 00:12:40.750 furniture store sales and marketing, like they just don't interact in a way 184 00:12:40.940 --> 00:12:45.080 unless you're sending them to generally a call center of some kind where sales 185 00:12:45.080 --> 00:12:48.210 and marketing have to work together in order to get the revenue. And that's 186 00:12:48.210 --> 00:12:52.890 where even in the BBC world there is a ton of friction. And the classic 187 00:12:52.900 --> 00:12:56.610 problem you run into is marketing is never delivering enough leads and if 188 00:12:56.610 --> 00:13:00.380 you are then they're never high enough quality. That's like the argument we 189 00:13:00.380 --> 00:13:04.180 have back and forth, especially like in higher read, it's very similar to be, 190 00:13:04.180 --> 00:13:07.370 to be in some ways because you're generating leads and then you're trying 191 00:13:07.370 --> 00:13:11.420 to convert those leads into applications in a higher red world. And 192 00:13:11.420 --> 00:13:15.870 then naturally the sales reps get mad because They can't close the leads or 193 00:13:15.870 --> 00:13:19.030 they don't have enough leads. And so you hear a lot of the same arguments 194 00:13:19.030 --> 00:13:23.510 going on as you do and B- two b. Yeah. The perception on the sales side that 195 00:13:23.510 --> 00:13:27.950 marketing is over there, you know playing with crayons and and making 196 00:13:27.960 --> 00:13:32.690 cute little pamphlets and banners. To me. I mean in the companies that we're 197 00:13:32.690 --> 00:13:37.190 working with at least with B two B SAs cos it seems like we're long past those 198 00:13:37.190 --> 00:13:42.300 days. Um And I actually do see a lot of synergy and a lot of alignment between 199 00:13:42.300 --> 00:13:45.820 marketing and sales. I think I think the marketing leaders that I talked to 200 00:13:45.820 --> 00:13:50.260 and the Bdb growth groups that we facilitate do seem to really get that 201 00:13:50.270 --> 00:13:56.400 their function as a marketer is to support sales. But I think a lot of 202 00:13:56.410 --> 00:14:00.970 less progressive companies uh still have a long way to go in terms of 203 00:14:00.970 --> 00:14:06.030 understanding that that that's why marketing exists is to support sales. 204 00:14:06.040 --> 00:14:09.730 Everybody's driving toward revenue. I think a lot of people are still 205 00:14:09.730 --> 00:14:12.430 struggling with it. And I think the kind of people who volunteer to be in 206 00:14:12.430 --> 00:14:16.290 these in these conversations with you are probably the ones who are hungry 207 00:14:16.290 --> 00:14:19.810 and thirsty and already implementing a lot of the ideas. It's the one who the 208 00:14:19.810 --> 00:14:22.550 ones who aren't hungry and thirsty that are struggling and there's a lot of 209 00:14:22.550 --> 00:14:26.770 them out there like when I came even into Sweet fish and I know all these 210 00:14:26.770 --> 00:14:29.750 digital marketing things, I thought everybody knew all these things, 211 00:14:30.140 --> 00:14:32.870 everybody could do facebook ads as easily as they could run marketing 212 00:14:32.870 --> 00:14:36.390 automation campaigns and build their own websites and then find out, oh not 213 00:14:36.390 --> 00:14:39.630 everybody does that. I was just reading all these books on Silicon valley 214 00:14:39.630 --> 00:14:42.330 growth hacking. So I'm like, oh, isn't this normal is and everybody do all 215 00:14:42.330 --> 00:14:48.290 these things like, oh I guess not, how have you balanced or or what have you 216 00:14:48.290 --> 00:14:53.210 done in the context of sweet fish to try to align what you're doing on the 217 00:14:53.210 --> 00:14:57.100 marketing side with what josh and Logan have done on the sales side. That's a 218 00:14:57.100 --> 00:15:02.630 really good question. Like right now I feel like we're so overwhelmed with so 219 00:15:02.630 --> 00:15:06.850 many inbound leads that it hasn't been a big problem. We haven't run into that. 220 00:15:06.860 --> 00:15:11.000 Give me more leads right now. So I'm like, it's not even a bridge we've 221 00:15:11.000 --> 00:15:13.930 tried to cross right now is I'm trying to lay down like critical 222 00:15:13.940 --> 00:15:18.140 infrastructure so that we can scale our lead generation efforts and our demand 223 00:15:18.140 --> 00:15:23.150 gin and uh, and our even our own A B M plays right, there's still so much 224 00:15:23.150 --> 00:15:25.810 infrastructure to put down that we haven't even gotten to that point. And 225 00:15:25.810 --> 00:15:29.660 honestly our demand generation work with linked in and with this podcast 226 00:15:29.660 --> 00:15:34.950 has been so good that our inbounds strong and is keeping our one sales guy 227 00:15:34.950 --> 00:15:37.980 so busy that I can hardly even meet with them to talk about. I talk to him 228 00:15:37.980 --> 00:15:43.160 about one thing that I've noticed that you've done that has been called out by 229 00:15:43.170 --> 00:15:49.970 other people on the team is you prioritize what sales is asking. So you 230 00:15:49.970 --> 00:15:52.970 know, there was an issue a couple weeks ago where it's like, hey, if we had 231 00:15:52.970 --> 00:15:58.490 some sort of a tool that would help us help our prospects future customers as 232 00:15:58.490 --> 00:16:02.350 Santorum calls them name their show so we can like guide them through what a 233 00:16:02.350 --> 00:16:05.640 potential name of their show could be in the sales process. One, it would 234 00:16:05.640 --> 00:16:09.160 help with customer onboarding, it would move the launch process along much 235 00:16:09.160 --> 00:16:14.780 quicker if we nailed that before they even signed the Panda doc. But you 236 00:16:14.780 --> 00:16:18.230 instantly, I mean you, you put that at the top of your to do list, which is a 237 00:16:18.230 --> 00:16:21.640 never ending to do list and you crank something out in a matter of, I think 238 00:16:21.640 --> 00:16:27.310 two or three days that is now able to be used by our sales team and is 239 00:16:27.320 --> 00:16:31.860 expediting deal. So I just think the way your mindset is very much that of 240 00:16:32.140 --> 00:16:38.050 as a marketer, it is my job to serve sales and if this is going to map to 241 00:16:38.050 --> 00:16:41.000 revenue, you know, I've got all these other things, this infrastructure that 242 00:16:41.000 --> 00:16:45.560 we're trying to build on the email side and with Ceo and with all these things 243 00:16:45.560 --> 00:16:49.370 on our website that we're trying to overhaul, but hope sales need something 244 00:16:49.380 --> 00:16:52.370 and obviously you're not you're not gonna prioritize every single thing 245 00:16:52.370 --> 00:16:59.520 they ask. But it is clear to me that you see your role as being to aid uh 246 00:16:59.530 --> 00:17:03.570 sales. And I think that's not, I I don't think that's actually very common 247 00:17:04.040 --> 00:17:07.890 as important as marketing as I've always kind of seen, I don't know sales 248 00:17:07.890 --> 00:17:12.220 is like the final person in a race that handles the baton. And I want to make 249 00:17:12.220 --> 00:17:16.710 sure that that person is ready to win and finish the race well. So they're 250 00:17:16.710 --> 00:17:19.730 the last person that has to carry that thing. And I want to make sure I've 251 00:17:19.730 --> 00:17:23.400 gotten in the head start. Um I do see marketing as somebody that or a 252 00:17:23.410 --> 00:17:28.050 department that serves sales especially in a B two B situation. But any kind of 253 00:17:28.060 --> 00:17:31.800 heavy legion environment marketing really needs to make sure they're 254 00:17:31.800 --> 00:17:37.770 setting up sales to win dan. What what's the fifth thing that companies 255 00:17:37.770 --> 00:17:42.350 should be looking at to assess whether or not? This is right for them. The 5th 256 00:17:42.350 --> 00:17:47.820 1 is, if a lot of people are already searching for the type of solution that 257 00:17:47.820 --> 00:17:51.770 you have, if they're already looking for you, then you probably just need to 258 00:17:51.770 --> 00:17:57.200 be where people, people are looking whether on search or on social and it's 259 00:17:57.200 --> 00:18:00.760 better if they don't know who you are yet or they don't know they have an 260 00:18:00.770 --> 00:18:07.950 issue that your product is a solution for. So a B. M. Is right for you. If 261 00:18:08.640 --> 00:18:12.570 people are not actively searching for your solution. Is that is that where 262 00:18:12.570 --> 00:18:17.680 you're going? That's right. So with us, I know this rings true for me. Just in 263 00:18:17.680 --> 00:18:22.440 the early days of of our company selling a BdB podcasting service was 264 00:18:22.440 --> 00:18:26.160 very, very hard. I remember having very hard conversations with friends going 265 00:18:26.340 --> 00:18:28.740 the market just doesn't want this. People don't care about this, they 266 00:18:28.740 --> 00:18:31.710 don't get it, they don't understand that this is the easiest way to have 267 00:18:31.710 --> 00:18:35.000 conversations with your ideal buyers and they're just not, they're not 268 00:18:35.000 --> 00:18:39.040 buying it. And I don't know if if we can do this any longer. People were for 269 00:18:39.040 --> 00:18:43.720 sure, not searching PDB podcasting, they weren't searching anything related 270 00:18:43.720 --> 00:18:49.870 to podcasting as a biz dev strategy for sure. And so we had to do outreach and 271 00:18:49.870 --> 00:18:54.290 because we asked so many VPs of marketing to be on B two B growth and 272 00:18:54.290 --> 00:18:59.150 build a 1 to 1 relationship with them, we eventually started getting traction 273 00:18:59.160 --> 00:19:03.500 as podcasting started becoming more popular. You had shows like cereal that 274 00:19:03.500 --> 00:19:07.480 were really blowing up and more progressive B to B companies started 275 00:19:07.480 --> 00:19:11.760 thinking, man, how can we ride this train that? We're seeing a lot of 276 00:19:11.760 --> 00:19:17.880 progress in in the world of B two C. So, but that being said we had to go after 277 00:19:17.880 --> 00:19:22.020 them first. So if you're offering a new solution, maybe something that has not 278 00:19:22.020 --> 00:19:25.940 been offered before and you know that people are not already searching for it. 279 00:19:25.950 --> 00:19:30.080 A B. M is a really, really smart play for you because they don't know you 280 00:19:30.080 --> 00:19:32.680 exist, they're not searching for it. How else are they going to find you 281 00:19:32.680 --> 00:19:37.270 aside from you, targeting them and going after them with a solution and 282 00:19:37.270 --> 00:19:41.730 and making them know that you exist. Gosh, that last one is so powerful 283 00:19:41.730 --> 00:19:45.230 because I mean, I think we've all run into that as marketers where you have a 284 00:19:45.230 --> 00:19:48.300 product that no one is searching for your like crap, like there's no market 285 00:19:48.300 --> 00:19:53.940 for this yet if I tell them we do x, they're like what? That's when a BM 286 00:19:53.940 --> 00:20:00.510 works well because it's so personalized and education focused in high touch, 287 00:20:00.520 --> 00:20:03.550 which means you can get your essentially trying to get their 288 00:20:03.550 --> 00:20:07.370 attention to educate them on what that thing is. Versus other markets, let's 289 00:20:07.370 --> 00:20:10.630 say you wanted to launch another social media management tool and you have a 290 00:20:10.630 --> 00:20:13.860 unique idea in a way of spin on it. Well, there's an existing market for 291 00:20:13.860 --> 00:20:16.950 that. And even if you were doing it for enterprise, it's high ticket item, 292 00:20:17.340 --> 00:20:20.720 chances are people already searching for it. So just get better at your Ceo 293 00:20:20.720 --> 00:20:23.230 and your Adwords campaign and do a strong social media, that's where 294 00:20:23.230 --> 00:20:26.420 demand is probably gonna work better for you because it's a little bit of a 295 00:20:26.420 --> 00:20:29.240 commodity though. You know, you're probably trying to differentiate its 296 00:20:29.240 --> 00:20:33.560 whatever way in those cases, something might work better though. It's not that 297 00:20:33.560 --> 00:20:37.520 a B. M. Won't work. It's just that. It's certainly a strong when you have 298 00:20:37.520 --> 00:20:42.010 something that's innovative, that is unknown and there is no market for it 299 00:20:42.010 --> 00:20:45.020 yet awesome man. Do you want to, you want to do just a kind of a quick 300 00:20:45.020 --> 00:20:48.890 breakdown of these five ways to know A B. M. Is not for you and then we'll 301 00:20:48.890 --> 00:20:55.230 roll out one if your annual contract value isn't high enough to, if you're 302 00:20:55.230 --> 00:21:01.730 not sure who your target is yet three. If you have a hard time even targeting 303 00:21:01.730 --> 00:21:07.540 the customer, if you even know who they are for, if your teams aren't ready to 304 00:21:07.540 --> 00:21:10.360 work together, specifically your marketing in your sales team. If 305 00:21:10.360 --> 00:21:15.910 there's a lot of conflict and tension between them and five. If you are in a 306 00:21:15.910 --> 00:21:19.930 space that already has a strong market where lots of people are talking about 307 00:21:19.930 --> 00:21:24.880 it on social research, A B. M might not be the right campaign. So as we 308 00:21:24.880 --> 00:21:28.230 discussed, it probably could work there though. It certainly works a lot better 309 00:21:28.240 --> 00:21:33.270 if it's a new and innovative approach. I love it, awesome man. Well I'm super 310 00:21:33.270 --> 00:21:38.030 pumped for for the journey. You're on this month doing a deep dive on a B. M. 311 00:21:38.040 --> 00:21:41.940 I know we're going to get better at it as a practice at sweet fish as a result 312 00:21:41.940 --> 00:21:45.270 of everything you're learning from the folks you're talking to this month. So 313 00:21:45.280 --> 00:21:49.090 super pumped if you're listening to this and you haven't already given us a 314 00:21:49.100 --> 00:21:53.010 rating on apple podcasts, takes like two seconds seriously you don't need to 315 00:21:53.010 --> 00:21:57.250 deliver of, you just open up a podcast, find the podcast, scroll down a little 316 00:21:57.250 --> 00:22:01.350 bit and just tap the number of stars you think show deserves. Thanks a lot 317 00:22:02.840 --> 00:22:06.610 for the longest time. I was asking people to leave a review of GDP growth 318 00:22:06.610 --> 00:22:11.060 in apple podcasts, but I realized that was kind of stupid because leaving a 319 00:22:11.060 --> 00:22:16.220 review is way harder than just leaving a simple rating. So I'm changing my 320 00:22:16.220 --> 00:22:19.930 tune a bit instead of asking you to leave a review, I'm just gonna ask you 321 00:22:19.930 --> 00:22:24.460 to go to be be growth in apple podcasts, scroll down until you see the ratings 322 00:22:24.460 --> 00:22:28.530 and reviews section and just tap the number of stars you want to give us no 323 00:22:28.540 --> 00:22:33.840 review necessary. Super easy. And I promise it will help us out a ton if 324 00:22:33.840 --> 00:22:37.440 you want a copy of my book, content based networking, just shoot me a text 325 00:22:37.450 --> 00:22:41.930 after you leave the rating and I'll send one your way, text me at 4074 and 326 00:22:41.930 --> 00:22:45.670 I know 33 to 8