5 Ways to Use Gifts to Accelerate Your ABM Campaign

WEBVTT 1 00:00:05.440 --> 00:00:09.560 welcome back to be to be growth. I'm Dan Sanchez with sweet Fish Media, and 2 00:00:09.560 --> 00:00:14.060 we are continuing our journey into account based marketing in the month of 3 00:00:14.060 --> 00:00:18.870 February, it's gonna be a deep dive into account based marketing. And today 4 00:00:18.880 --> 00:00:23.900 I'm here with Caleb Muster, who is the CEO of craft. Um, and to kick off the 5 00:00:23.900 --> 00:00:28.060 episode, I wanted to ask you kind of out of the box question, Caleb, just a 6 00:00:28.340 --> 00:00:34.450 make things more fun. And that is what is the like, best gift you've ever been 7 00:00:34.450 --> 00:00:40.270 given the best gift I've ever been given. Oh, man, thinks might seem kind 8 00:00:40.270 --> 00:00:46.040 of lame, but I really wanted Cem tactile like warm gloves that I could 9 00:00:46.040 --> 00:00:51.260 use with my smartphone. It's actually weirdly hard to find, like good ones. 10 00:00:51.340 --> 00:00:55.480 Um, and my wife found me an awesome pair for Christmas, and I was over the 11 00:00:55.480 --> 00:00:58.070 moon about it, So I don't know. That might seem kind of odd because, you 12 00:00:58.070 --> 00:01:01.440 know, we've done gifts for, you know, NFL owners at the Super Bowl like crazy 13 00:01:01.440 --> 00:01:06.100 stuff, but that's probably my top one, you know, Smartphone gloves. I don't 14 00:01:06.100 --> 00:01:10.160 know. Sometimes it's just the simple things of people being thoughtful. You 15 00:01:10.160 --> 00:01:13.380 had a problem, and then you didn't expect anybody to do anything about it. 16 00:01:13.380 --> 00:01:16.380 And then they showed up with the solution. You're just like you thought 17 00:01:16.380 --> 00:01:18.920 of me. I didn't even I don't know. Sometimes the thoughtful gifts are the 18 00:01:18.920 --> 00:01:22.840 ones that stick right, And that's honestly, a fantastic Segway. That's 19 00:01:22.840 --> 00:01:27.860 why I asked the question. Because craft, um, is all about gifts. So I had to ask 20 00:01:27.860 --> 00:01:32.770 the guy who runs a company that goes, That's a gifting company. What? His 21 00:01:32.770 --> 00:01:35.930 favorite gift. Was it just I don't know. It made sense to me. So thank you so 22 00:01:35.930 --> 00:01:38.940 much for joining me on the episode today, Caleb, tell us a little bit 23 00:01:38.940 --> 00:01:43.500 About what craft, Um, does. And generally, how it fits into account 24 00:01:43.500 --> 00:01:47.870 based marketing and how it can help others in account based marketing. Yeah, 25 00:01:47.880 --> 00:01:51.550 absolutely. Thanks for having me dance. So, craft, um, is a B two B gifting and 26 00:01:51.550 --> 00:01:56.220 shipping platform. We have products for revenue teams. So sales, marketing, 27 00:01:56.220 --> 00:02:01.000 customer success. Um h r n i t. So our goal is to kind of streamline thing 28 00:02:01.000 --> 00:02:04.730 entire widget sending process and make that really easy and an awesome 29 00:02:04.730 --> 00:02:09.000 unboxing experience anywhere or in the organization on one of the things you 30 00:02:09.000 --> 00:02:12.670 know, we're really, as you might imagine focused on right now is making 31 00:02:12.670 --> 00:02:17.060 How do you send, um, tangible stuff to people no matter where they're working 32 00:02:17.060 --> 00:02:20.530 from, Right? Because, like decision makers could be working from home, they 33 00:02:20.530 --> 00:02:25.460 could be working from, you know, uh, hut and Bali like. And so that's Ah, 34 00:02:25.470 --> 00:02:28.760 big thing that we're helping specifically with revenue teams is like, 35 00:02:28.760 --> 00:02:32.900 How do we get really cool stuff that stands out and gets us meetings, You 36 00:02:32.900 --> 00:02:36.360 know, virtual of in attendance, um, to decision makers when we don't know, you 37 00:02:36.360 --> 00:02:40.480 know where they're actually physically located. And it's been, I think most 38 00:02:40.480 --> 00:02:43.570 people in account based marketing know that gifting is a big piece of it, 39 00:02:43.570 --> 00:02:48.170 because in B two b, you often have a short list of companies you wanna work 40 00:02:48.170 --> 00:02:50.490 with. That's kind of like the whole premise of account based marketing 41 00:02:50.500 --> 00:02:54.390 where in a B two C environment, you're not going to send gifts. Did thousands 42 00:02:54.390 --> 00:02:57.770 of thousands of people in hoping that it's all a few convert, But when you 43 00:02:57.770 --> 00:03:00.960 know you have 100 people, you want to get on their radar with, you know, 44 00:03:01.240 --> 00:03:05.820 gifting works What I really like about craft. Um, as opposed to some of the 45 00:03:05.820 --> 00:03:09.460 other gifting companies, which are all good. Um, I like Alice and I like other 46 00:03:09.460 --> 00:03:12.850 companies like it, But what surprised me about craft, um, is they actually 47 00:03:13.440 --> 00:03:17.510 customized gifts? Tell us a little bit about that as far as a unique aspect of 48 00:03:17.510 --> 00:03:22.370 what you guys dio. Yeah, absolutely. So that is really part of our our secret 49 00:03:22.370 --> 00:03:25.520 sauce was and and so a little bit of background. So prior to launching craft, 50 00:03:25.520 --> 00:03:29.940 Um, I actually owned a corporate gifting and marketing firm that 51 00:03:29.940 --> 00:03:33.120 specialized on the B two B side of pro sports. So we had to get really good on 52 00:03:33.120 --> 00:03:37.760 the product side first because like, for example, if Arthur Blank, the owner 53 00:03:37.760 --> 00:03:41.430 of Atlanta Falcons, wanted to send a gift to see of Coca Cola that better 54 00:03:41.430 --> 00:03:44.830 have the right logo, the right name like that. Product design was so 55 00:03:44.830 --> 00:03:48.370 important in that space, and what we realized was that's really kind of 56 00:03:48.370 --> 00:03:51.980 missing from the corporate gifting and direct mailing pieces. That hyper 57 00:03:51.980 --> 00:03:55.320 design of the tangible, the packaging, the gifts themselves, being able to put 58 00:03:55.320 --> 00:03:59.130 different logos, names. Sometimes we say we introduced Shutterfly to be to 59 00:03:59.130 --> 00:04:02.260 be, which is another easy way to think about it, which is like that hyper 60 00:04:02.260 --> 00:04:07.390 design in real time, being able to put your top prospects logo, you know, his 61 00:04:07.390 --> 00:04:11.250 or her name on it. And a picture of you know, their team outing on the package 62 00:04:11.250 --> 00:04:14.840 itself is really a wow factor that a lot of the other platforms haven't, you 63 00:04:14.840 --> 00:04:17.760 know, focused on. So that's that's really ah, sweet spot of ours. 64 00:04:18.140 --> 00:04:22.900 Absolutely. And before we jumped on the call, we talked about a number of 65 00:04:22.900 --> 00:04:27.040 different ways that gifting. In general, though, craft and service fits in, all 66 00:04:27.040 --> 00:04:31.620 of these can be used in your account based marketing plans and where you can 67 00:04:31.620 --> 00:04:34.130 kind of fit it into all the different, like nooks and crannies. And we're 68 00:04:34.130 --> 00:04:39.240 gifting can really supercharge your account based marketing strategy. So, 69 00:04:39.240 --> 00:04:44.040 Caleb, can you tell the audience, like, what are the different ways? Craft dumb 70 00:04:44.040 --> 00:04:47.160 as well as other gifting services, can fit in account based marketing strategy? 71 00:04:47.440 --> 00:04:52.000 Yeah, absolutely. So there's there's five and the first one being outreach, 72 00:04:52.010 --> 00:04:56.620 so outbound and setting demos, your str teams using a platform. Thio reach out 73 00:04:56.620 --> 00:05:00.280 to prospects. Set meetings. Um, nurturing the relationship pipeline. So 74 00:05:00.280 --> 00:05:04.490 accelerating deals would be number two. Ah, third one. That's one of fast 75 00:05:04.490 --> 00:05:09.110 growing area of our business Is virtual events helping prospects are giving 76 00:05:09.110 --> 00:05:12.400 them a reason to attend the event and also saying thank you on the back end. 77 00:05:12.410 --> 00:05:16.030 Four would be what we're doing right now, which is it's a great way to get 78 00:05:16.030 --> 00:05:20.210 people Thio attend a podcast and say thank you on the back end, which is, 79 00:05:20.220 --> 00:05:24.330 you know, how sweet fish use us and we're grateful for the partnership. And 80 00:05:24.330 --> 00:05:28.270 then, lastly, Number five would be as a lead magnet. So, like, let's say you're 81 00:05:28.270 --> 00:05:32.240 running a campaign on LinkedIn and you've got an ad you're trying to get 82 00:05:32.240 --> 00:05:35.410 somebody to click through. Using a gifting product, for that is a great 83 00:05:35.420 --> 00:05:39.450 use cases. Well, yep, sweetened the deal. So let's go back through each one 84 00:05:39.450 --> 00:05:43.380 of those and go a little bit deeper is starting with number one you said to 85 00:05:43.380 --> 00:05:48.470 use as outreach. So essentially any people to take the demo, I'm guessing 86 00:05:48.470 --> 00:05:52.090 instead of just cold emailing them or lengthen spamming them and like, Hey, 87 00:05:52.090 --> 00:05:55.490 we help you in such in such a way. Please give me a few minutes of your 88 00:05:55.490 --> 00:06:01.060 time and toe, which everybody says delete, delete, delete. I'm un connect. 89 00:06:01.070 --> 00:06:05.450 You know, we're tired of getting those. So where does this fit into that? How 90 00:06:05.450 --> 00:06:09.120 do you make it better? So one of the things that were a big believer in is 91 00:06:09.120 --> 00:06:13.430 the same amount of thought that you put into, like, a digital A B M campaign, 92 00:06:13.430 --> 00:06:17.090 the messaging, you know, the cadence, the content that should also happen 93 00:06:17.090 --> 00:06:22.060 with the direct mail and coming up with an amazing campaign to start that gives 94 00:06:22.060 --> 00:06:26.360 the reps like, you know, just firepower when they're reaching out to prospects. 95 00:06:26.360 --> 00:06:29.170 For it's not just another like, you know, Hey, take this meeting for some 96 00:06:29.170 --> 00:06:32.690 cupcakes, right? Like that doesn't really get anybody that excited. So 97 00:06:32.700 --> 00:06:36.220 like an example of that. One of my favorite campaigns we ever ran was for 98 00:06:36.220 --> 00:06:39.930 Oracle. They wanted to sell their customer data products, so we came up 99 00:06:39.930 --> 00:06:45.370 with this way source these old school like 19 eighties tape recorders and 100 00:06:45.370 --> 00:06:49.770 recorded a fake Siri voice on them called Bad Data. And when we send the 101 00:06:49.780 --> 00:06:54.050 tape recorder to the prospects, the prospects would press play and bad data 102 00:06:54.050 --> 00:06:57.050 would get your name wrong. Your company name wrong? It was, you know, really 103 00:06:57.050 --> 00:07:00.140 funny. I'm not quite doing injustice here, but basically say, hey, you know, 104 00:07:00.140 --> 00:07:02.770 if you don't want bad data showing up your customers doorsteps, you should 105 00:07:02.770 --> 00:07:07.330 get Oracle's customer data product. And this response from that was insane. It 106 00:07:07.330 --> 00:07:11.060 gave the reps something, you know, exciting to reach out about. I think it 107 00:07:11.060 --> 00:07:15.350 was like close to a 90% response rate. They said about half the meetings, that 108 00:07:15.350 --> 00:07:20.720 they send it out Thio to to target prospects. And then we had the whole 109 00:07:20.720 --> 00:07:25.460 campaign streamlined from, you know, initial touch Thio, you know, setting 110 00:07:25.460 --> 00:07:29.310 the demo. All of those touches were programmed in sales loft. So we're also 111 00:07:29.310 --> 00:07:34.100 a big sales loft. Super fans over here. So I would say that come up with an 112 00:07:34.100 --> 00:07:37.180 amazing campaign like a really good idea. Don't just send cupcakes and say, 113 00:07:37.180 --> 00:07:41.890 Hey, can I have a meeting for your time and then using a cross channel approach 114 00:07:41.890 --> 00:07:47.860 to set demos? So with our remote sending tool pick, it allows our reps 115 00:07:47.860 --> 00:07:53.060 to put a link in a LinkedIn message, a text message or an email, and run that 116 00:07:53.060 --> 00:07:57.530 through sales loft and give some sort of compelling reason for the prospect 117 00:07:57.530 --> 00:08:01.040 to take a meeting where they can easily convert, you know, claim the gift, 118 00:08:01.050 --> 00:08:04.010 which is relevant to our message. And they can actually set a demo within our 119 00:08:04.010 --> 00:08:07.360 product as well. Eso that's a little bit of a long winded answer. But 120 00:08:07.370 --> 00:08:10.470 hopefully that No, I think it's really good, Because remember when you first 121 00:08:10.470 --> 00:08:13.650 mentioned that I had the impression I'm like, So what? You just get a cold 122 00:08:13.650 --> 00:08:18.930 Lincoln message media Just be like, Hey, if we'll give you a yeti mug if you 123 00:08:18.940 --> 00:08:23.950 just listen to us for 15 minutes, which is better but still kind of weird, you 124 00:08:23.950 --> 00:08:28.610 know, still. But if you're layering and it's all making sense and the gift you 125 00:08:28.610 --> 00:08:32.320 picked out with specific toe like your message, you know, or at least ties 126 00:08:32.320 --> 00:08:35.429 into it somehow then then it starts to make a lot more sense, and you start to 127 00:08:35.429 --> 00:08:41.110 feel valued, I think, as in a good way as and when sales reps are reaching out, 128 00:08:41.110 --> 00:08:44.550 you know? Yeah, absolutely. And that's something you see pretty commonly you 129 00:08:44.550 --> 00:08:47.230 know, as gifting and direct mail is popping up, I call it the carrot and 130 00:08:47.230 --> 00:08:51.510 stick play. A lot of SDR teams do do the carrot and stick, which is, you 131 00:08:51.510 --> 00:08:54.560 know, not what we suggest, which is like, Hey, get this, get the cupcakes 132 00:08:54.560 --> 00:08:59.310 like That's just it doesn't like a bit Think about like a beat, a VP of demand 133 00:08:59.310 --> 00:09:03.030 generation or ah, you know, like they're busy like that's That's not 134 00:09:03.030 --> 00:09:06.240 gonna move the needle within that so much. But if they see that creativity 135 00:09:06.240 --> 00:09:12.290 and the that you put the and and and its streamlined across the entire kind 136 00:09:12.290 --> 00:09:16.160 of touch cadence like the reps, you know their messages buttoned up and 137 00:09:16.160 --> 00:09:19.600 it's, you know, all that messaging is consistent, whether it's on linked in 138 00:09:19.600 --> 00:09:24.430 an email phone, that goes a long way. I think that's awesome. So let's move on 139 00:09:24.430 --> 00:09:29.060 to Number two. Nurturing relationships in the pipeline like it seems pretty 140 00:09:29.540 --> 00:09:33.270 self explanatory. But what are some creative ways you're working gifts into 141 00:09:33.280 --> 00:09:37.690 existing sales conversations that are already taking place? Yeah, absolutely. 142 00:09:37.690 --> 00:09:40.990 So let's say you've had a great demo with somebody you're trying to 143 00:09:40.990 --> 00:09:45.030 accelerate through the pipeline. One of things that will do is is, you know, if 144 00:09:45.030 --> 00:09:49.030 we have you know what we call, like a hot, you know, opportunity on that's 145 00:09:49.030 --> 00:09:53.790 moved, you know, definitely in the m que el statuses. I give all of our reps 146 00:09:53.790 --> 00:09:58.900 autonomy to be able to send pretty much anything up to $100. And this is where 147 00:09:58.900 --> 00:10:01.140 they could get creative. They could go on, like then they can, you know, 148 00:10:01.140 --> 00:10:04.550 research on Twitter and be like, man, you know, Jimmy is a really big Green 149 00:10:04.550 --> 00:10:08.960 Bay Packers fan. Let's send them, you know? Ah, Brett Farve Jersey on pick, 150 00:10:08.960 --> 00:10:11.800 that kind of thing. Those kind of touches, like, you don't wanna overdo 151 00:10:11.800 --> 00:10:15.310 it too. Where, like, you know, we touched on earlier, like the whole 152 00:10:15.310 --> 00:10:18.370 carrot and stick thing. You don't want to feel like an outright bribe, but if 153 00:10:18.370 --> 00:10:21.980 your reps had a great conversation with somebody and they mentioned like I 154 00:10:21.980 --> 00:10:26.730 don't know, like man, like I'm really having ah, hard time, you know, 155 00:10:26.730 --> 00:10:30.480 homeschooling my crazy. You know, five and six year olds right now, you know, 156 00:10:30.490 --> 00:10:33.810 like sending them something, something cool. I'd be like, Hey, I thought this 157 00:10:33.810 --> 00:10:36.960 might help, you know, to make that that home school experience a little bit, 158 00:10:36.970 --> 00:10:40.060 you know, easier during the during this challenging time. Those kind of things, 159 00:10:40.060 --> 00:10:44.450 I think, go a long way, especially if you're in a competitive space. So, like, 160 00:10:44.460 --> 00:10:47.390 you know, when we're when we're competing and the what we call the 161 00:10:47.390 --> 00:10:51.120 revenue space with other platforms, they're selling Thio, B two B marketing 162 00:10:51.120 --> 00:10:56.220 sales and CS teams. We have to stand out because there's, like 20 platforms, 163 00:10:56.230 --> 00:10:58.920 you know, out there Now, you know, of course there's the big ones like you 164 00:10:58.920 --> 00:11:02.980 mentioned Alice and Sando, So pfl. But there's a new one popping up every day, 165 00:11:02.980 --> 00:11:06.780 so those touches are extremely important for us in our in our sales 166 00:11:06.780 --> 00:11:11.140 process. I almost feel like, you know, just even going back to the question. I 167 00:11:11.140 --> 00:11:14.710 opened up the episode with the ones that they're the most thoughtful are 168 00:11:14.710 --> 00:11:18.560 probably the ones that win. So if you've actually, if they're in your 169 00:11:18.560 --> 00:11:21.650 pipeline, you've had a few conversations with them and you know 170 00:11:21.650 --> 00:11:25.370 their fans of this or they're into that and you know, you can find a gift that 171 00:11:25.370 --> 00:11:28.600 kind of matches that that's probably gonna stand out 10 times more than even 172 00:11:28.600 --> 00:11:31.770 a gift that was three times more expensive from a competitors. The ones 173 00:11:31.770 --> 00:11:35.190 that are more the most thoughtful. I'm probably gonna go the farthest. Just 174 00:11:35.190 --> 00:11:39.430 like those gloves did with you from your wife, right? Oh, yeah, Absolutely. 175 00:11:39.430 --> 00:11:43.150 I mean, just sending, like, a prospect, you know, coloring book with some 176 00:11:43.150 --> 00:11:46.710 crayons and a baby Yoda. It all might go a huge way, you know, and it costs, 177 00:11:46.710 --> 00:11:51.360 like, maybe 30 bucks. But, you know, it makes up. There are wars. And they have 178 00:11:51.370 --> 00:11:55.390 that a child that's also into Baby Yoda right now. Because you just off chance 179 00:11:55.390 --> 00:12:00.170 talked about the man DeLorean the last time they're gonna be like, Oh, like 180 00:12:00.170 --> 00:12:03.390 it's gonna hit them in a different spot, you know, because you're listening. 181 00:12:03.400 --> 00:12:07.760 Yeah, absolutely awesome. So a number three. What are you doing with virtual 182 00:12:07.760 --> 00:12:11.080 events? Tell me a little bit more about that. Yeah. So this is one of the 183 00:12:11.080 --> 00:12:15.530 fastest growing areas of our businesses. Field marketing teams are coming to us 184 00:12:15.530 --> 00:12:17.830 and saying, Hey, you know, all of our events, you know, obviously, like, 185 00:12:17.830 --> 00:12:21.120 faster and all. You know, the conferences, dream force, everything is 186 00:12:21.120 --> 00:12:25.160 virtual. Now, how do we get people to attend my virtual event. Like, you know, 187 00:12:25.160 --> 00:12:27.880 I have planned this really cool. Ah, lot of people are doing kind of like 188 00:12:27.880 --> 00:12:31.030 themed webinars, which I think is really smart, like they do like a 189 00:12:31.030 --> 00:12:34.570 whiskey webinar and, you know, talk all things cybersecurity. Things like that, 190 00:12:34.570 --> 00:12:38.340 I think are are fun and creative. Or like they'll do a master class and, you 191 00:12:38.340 --> 00:12:41.160 know, kind of kind of tied into whatever, you know, content they want 192 00:12:41.160 --> 00:12:44.530 to talk about. And so that's one of the fastest areas you know, We're kinda 193 00:12:44.530 --> 00:12:48.540 growing right now is people are coming to us and saying, Hey, can I use craft? 194 00:12:48.540 --> 00:12:51.150 And specifically our pick product, which is really designed for remote 195 00:12:51.150 --> 00:12:55.770 gifting to get people Thio attended an event and then also to say thank you on 196 00:12:55.770 --> 00:12:58.950 the back end. So we have we have accounts. They use us for both use 197 00:12:58.950 --> 00:13:04.690 cases. That's awesome. For number four. We discussed how it could also be used 198 00:13:04.690 --> 00:13:08.190 to follow up the podcast guests. I mean, and that's something we talk about in 199 00:13:08.190 --> 00:13:11.240 this show all the time. Maybe too much. I might be pushing it a little bit too 200 00:13:11.240 --> 00:13:15.610 much. Let me know if we are, but you can invite your ideal buyer to be a 201 00:13:15.610 --> 00:13:19.460 guest on your podcast as a way to add value to them. Create content for you. 202 00:13:19.840 --> 00:13:24.030 And it wasn't even something I thought of doing until Caleb reached out to me 203 00:13:24.040 --> 00:13:28.410 and mentioned it. And now we have a partnership where Craft and Swedish 204 00:13:28.410 --> 00:13:32.850 media are working together to accomplish this. But it made so much 205 00:13:32.850 --> 00:13:36.180 sense that I would want I spent all that time like reaching out to them, 206 00:13:36.190 --> 00:13:39.170 qualifying them, getting them on the show, having the conversation that I 207 00:13:39.170 --> 00:13:43.820 would want to reach out to them with a custom gift. So I pretty much just 208 00:13:43.830 --> 00:13:46.660 explained it all for you because that's what I'm excited about and working it 209 00:13:46.660 --> 00:13:52.640 into our own A B M strategy. But it's a great way to kind of like, almost like 210 00:13:52.640 --> 00:13:56.550 Greece, the pipeline toe like ADM or value to them and something where 211 00:13:56.550 --> 00:14:00.040 you're already giving them tons of value and customizing it the experience 212 00:14:00.040 --> 00:14:03.200 for them. But it works even better. Uh, do you have any more thoughts on that 213 00:14:03.200 --> 00:14:09.940 particular tactic? Yeah, absolutely. So I'm I'm I'm a big marketing dork. Um, 214 00:14:09.950 --> 00:14:15.240 are my my title in my email signature is the man DeLorean of marketing. And 215 00:14:15.240 --> 00:14:19.570 we all have Star Wars taglines if that gives you any idea how nerdy and geeky 216 00:14:19.570 --> 00:14:24.180 we are s so I'm a bit like I just I love marketing on I'm always studying 217 00:14:24.180 --> 00:14:27.850 new trends. Like I'm really interested in Just, you know, how Lincoln's being 218 00:14:27.850 --> 00:14:31.940 coming used as an influencer platform and then also how podcasts just the 219 00:14:31.940 --> 00:14:35.890 reach in which you can get is just astounding. Um, you know, I have some 220 00:14:35.890 --> 00:14:38.970 of my favorites, you know, B two B growth, obviously one. You know, Matt, 221 00:14:38.980 --> 00:14:42.170 Masters of scale. How I built those podcasts like that. Like, I listen it 222 00:14:42.170 --> 00:14:45.030 all the time and, you know, it just occurred to me it's like, Man, there's 223 00:14:45.040 --> 00:14:48.860 all these listeners and people like Dan Sanchez and you know, Logan and the 224 00:14:48.860 --> 00:14:52.300 team, they work really hard to get these people on the podcast. And that's 225 00:14:52.300 --> 00:14:55.690 got to be hard, like, you know, for example, you know, you're trying. This 226 00:14:55.690 --> 00:14:58.400 is maybe a silly example. If you're trying to get Tim Ferriss to come on 227 00:14:58.400 --> 00:15:04.080 your podcast, how do you do that, right? Like, how do you get his attention on 228 00:15:04.090 --> 00:15:07.710 and, you know to say thank you to send him something that would be like, Wow, 229 00:15:07.710 --> 00:15:11.890 I'm so glad I came on, you know, B two b growth versus, like, the 10 million 230 00:15:11.890 --> 00:15:15.380 other podcast offers I'm getting. So that was kind of where the idea came 231 00:15:15.380 --> 00:15:19.800 from. And, yeah, we're thrilled to partner with you guys. And then number 232 00:15:19.800 --> 00:15:24.590 five, you talked about using it as a lead magnet in an advertisement. Yeah. 233 00:15:24.600 --> 00:15:27.150 So this is something we're testing right now. So, like, if you're running 234 00:15:27.150 --> 00:15:31.940 a traditional a B M digital campaign on like then making sure that, you know, 235 00:15:31.940 --> 00:15:34.970 again our whole thing going back to, like, messaging being creative, it 236 00:15:34.970 --> 00:15:39.390 stands out, like using the hook as as a gift offer. So when they click through 237 00:15:39.390 --> 00:15:42.510 on your ad, you know, they're going to the gifting product, which in this case 238 00:15:42.510 --> 00:15:45.940 is our our pick product, where they can easily claim a gift and schedule a 239 00:15:45.940 --> 00:15:50.100 meeting right there. So, yeah, I think that's ah gonna be a huge opportunity 240 00:15:50.100 --> 00:15:53.730 going forward and something we're testing right now. Right? And to 241 00:15:53.740 --> 00:15:59.410 illustrate this last point, Caleb, I know you have a an invitation for 242 00:15:59.410 --> 00:16:04.280 listeners right now if they want to test your services and see See what 243 00:16:04.280 --> 00:16:09.470 it's all about. So tell us about that. Yeah, absolutely. So if you go to craft, 244 00:16:09.470 --> 00:16:16.560 um dot io slash growth. So craft, um, is spelled c r a f t o m and then dot 245 00:16:16.560 --> 00:16:22.500 io slash growth. For me to be growth, you can claim a personalized gift box 246 00:16:22.500 --> 00:16:26.190 from craft. Um, schedule a meeting with us, and someone from my awesome team 247 00:16:26.190 --> 00:16:29.790 will kind of run you through our platform. And you can see if that 248 00:16:29.790 --> 00:16:34.870 tactic, you think would work well for your company as well. And I know some 249 00:16:34.870 --> 00:16:39.440 people are like, Oh, Dan and Caleb are throwing the right hook at the end. 250 00:16:39.440 --> 00:16:44.410 Wait, how could you do this to us to be like, well, like kind of. But at the 251 00:16:44.410 --> 00:16:48.020 same time, it's like we're leading with the gifts, so it's kind of like you 252 00:16:48.020 --> 00:16:52.250 could say, No, you don't have to go like it's up to you And that's what I 253 00:16:52.250 --> 00:16:56.410 like about it so much because it's such a it's leading with help, its leading 254 00:16:56.410 --> 00:17:00.960 with away. You're adding that it's just leading with value on the front end. 255 00:17:00.970 --> 00:17:05.770 They could take it or leave it. And that's why I think this tactic of using 256 00:17:05.770 --> 00:17:10.079 gifts in the right places in your funnel is such a great way to stand out 257 00:17:10.079 --> 00:17:13.410 another toe. Other people, Yeah, absolutely. And just a couple of 258 00:17:13.410 --> 00:17:16.730 resource is like if people want to learn more about, like, gifting and 259 00:17:16.730 --> 00:17:20.950 direct mail In general, John Rowland wrote a great book called Gift Ology. 260 00:17:20.960 --> 00:17:24.730 That's like kind of like a 101 great place to start. He really hits on the 261 00:17:24.730 --> 00:17:27.589 thing of like, don't just bribe people because that can come off kind of 262 00:17:27.589 --> 00:17:31.880 disingenuous and slimy. So that's a great book, Thio start with. And then 263 00:17:31.880 --> 00:17:35.570 the other thing, too. I I you know, I love advertising. Um, it's like 264 00:17:35.570 --> 00:17:40.080 breeding stuff from like, Ogilvy and you know, those kind of things I think 265 00:17:40.090 --> 00:17:44.180 works helps really well, with your direct mail strategy, like thinking 266 00:17:44.180 --> 00:17:48.380 through like, Okay, we're trying to convey a marketing message on our you 267 00:17:48.380 --> 00:17:50.980 know, our digital ads and every other medium. Direct mail should be no 268 00:17:50.980 --> 00:17:54.830 different. We should be communicating a really strong message. Um, it shouldn't 269 00:17:54.830 --> 00:17:57.300 be like, you know, the rest of our marketing is amazing. And then our 270 00:17:57.300 --> 00:18:02.580 direct mail strategy is kind of, you know, whoomp Whoomp! So yeah, and you 271 00:18:02.580 --> 00:18:05.200 know, I'm obviously happy Thio If anybody wants to reach out to me and 272 00:18:05.200 --> 00:18:09.600 just, you know, spitball gifting direct mail I'm always always down for that. 273 00:18:09.600 --> 00:18:14.200 So fantastic If this has been a podcast that's been intriguing to you and you 274 00:18:14.200 --> 00:18:18.320 wanna learn mawr about how to use gifts and where they fit into your marketing 275 00:18:18.320 --> 00:18:21.710 strategy, we actually have a few episodes to check out from the past. If 276 00:18:21.710 --> 00:18:25.510 you go to sweet fish media dot com and just go to the search bar at the top of 277 00:18:25.510 --> 00:18:30.040 the website search for these podcasts. There is why you should stop putting 278 00:18:30.040 --> 00:18:35.220 logos on all your swag. It's from the CEO of Postal, and that was a great 279 00:18:35.220 --> 00:18:40.180 episode. We did with Eric a while back, and another one is with the author that 280 00:18:40.180 --> 00:18:44.900 Caleb just mentioned John Rule in who was the author of gift ology. We did 281 00:18:44.900 --> 00:18:49.730 episode with him Way back Episode 103 But if you go in search for stop 282 00:18:49.730 --> 00:18:53.130 sending fruit baskets, his episode will come up. That's kind of one of his 283 00:18:53.130 --> 00:18:57.390 bigger points is to stop sending things like that. But if you wanna learn more 284 00:18:57.390 --> 00:19:00.680 and if that's intriguing to you, go and check out those two episodes on Swedish 285 00:19:00.680 --> 00:19:05.180 media dot com. Caleb, thank you so much for joining me on the episode today. 286 00:19:05.180 --> 00:19:08.250 It's been a blast talking about the different ways we can use gifts and our 287 00:19:08.250 --> 00:19:12.530 campaigns. Yeah, absolutely. Thanks for having me, Dan. This was This was 288 00:19:12.530 --> 00:19:16.370 awesome. A lot of fun and appreciate the time. Fantastic. Thanks again for 289 00:19:16.370 --> 00:19:21.690 listening to be to be growth If if you're getting value from this podcast, 290 00:19:21.690 --> 00:19:25.790 you are absolutely going toe Love, our weekly newsletter. In each email, I 291 00:19:25.790 --> 00:19:29.530 share something that you can do toe love your team well, toe, hone your 292 00:19:29.530 --> 00:19:33.670 craft, the craft of marketing and to grow your leadership. Plus, there's a 293 00:19:33.670 --> 00:19:37.000 super funny video at the top of the landing page whenever you go to sign up 294 00:19:37.010 --> 00:19:41.250 for the newsletter. So go to Sweet Fish media dot com slash newsletter and sign 295 00:19:41.250 --> 00:19:41.770 up today. 296 00:19:45.240 --> 00:19:48.630 For the longest time, I was asking people to leave a review of B two B 297 00:19:48.640 --> 00:19:52.640 growth in Apple podcasts, but I realized that was kind of stupid, 298 00:19:52.650 --> 00:19:58.080 because leaving a review is way harder than just leaving a simple rating. So 299 00:19:58.080 --> 00:20:01.880 I'm changing my tune a bit. Instead of asking you to leave a review, I'm just 300 00:20:01.880 --> 00:20:05.920 gonna ask you to go to be to be growth in apple podcasts, scroll down until 301 00:20:05.920 --> 00:20:09.850 you see the ratings and review section and just tap the number of stars you 302 00:20:09.850 --> 00:20:14.950 wanna give us no review necessary Super easy. And I promise it will help us out 303 00:20:14.960 --> 00:20:19.270 a ton. If you want a copy of my book content based networking, just shoot me 304 00:20:19.270 --> 00:20:23.100 a text. After you leave the rating on, I'll send one your way. Text me at 305 00:20:23.100 --> 00:20:27.260 4074903328