Sept. 21, 2021

ABM Basics with Dan Sanchez - Part 1

ABM Basics with Dan Sanchez - Part 1

Transcript
WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah. 2 00:00:05.240 --> 00:00:09.150 Hey everybody Logan with sweet fish here first of all, whether you are a 3 00:00:09.160 --> 00:00:12.900 regular subscriber of GDP growth or new to the show. Thank you so much for 4 00:00:12.900 --> 00:00:17.970 hitting play on this episode. A little bit about what to expect. Over the next 5 00:00:17.970 --> 00:00:21.090 several weeks, we're going to be replaying some of our best episodes 6 00:00:21.090 --> 00:00:25.800 from a deep dive we did earlier this year, all about a B. M. Or account 7 00:00:25.800 --> 00:00:29.770 based marketing. If you are new to be, to be or you're trying to get your A. B. 8 00:00:29.770 --> 00:00:34.280 M. Efforts off the ground or really gain some traction in what you've 9 00:00:34.280 --> 00:00:38.600 started to do with a B. M. Within your organization. You are going to love 10 00:00:38.610 --> 00:00:42.180 these episodes. So over the next several weeks, expect to see two 11 00:00:42.180 --> 00:00:46.510 episodes a week here in your B two B growth feed and they will all be 12 00:00:46.510 --> 00:00:51.250 focused around A B. M. From our account based marketing. Deep dive. All right, 13 00:00:51.260 --> 00:00:53.260 let's get into the episode. 14 00:00:55.140 --> 00:00:56.050 Yeah. Mhm. 15 00:00:58.240 --> 00:01:01.580 Welcome back to baby growth. I'm dan Sanchez with Sweet fish Media and today 16 00:01:01.580 --> 00:01:05.180 it's just me again. And I'm going to be talking about some of the lessons I've 17 00:01:05.180 --> 00:01:10.210 learned after this last week of talking to multiple practitioners thought 18 00:01:10.210 --> 00:01:14.560 leaders, even some clubhouse meetings. I was in recently with James Carberry. 19 00:01:14.640 --> 00:01:18.790 I've learned so much about account based marketing in another week. It's 20 00:01:18.790 --> 00:01:21.890 like when you start reading and pounding the material and talking to 21 00:01:21.890 --> 00:01:26.970 all these people you tend to learn on rapid fire. So I keep unlocking new 22 00:01:26.980 --> 00:01:31.170 lessons. In fact, this week I wanted to circle back around to engagement. 23 00:01:31.180 --> 00:01:35.100 Actually found a couple of different levels you can do engagement on that's 24 00:01:35.110 --> 00:01:39.730 different from the one. Too many. Wonder if you want a one because that's 25 00:01:39.740 --> 00:01:42.780 a way of looking at it. But there's actually a whole another way of looking 26 00:01:42.780 --> 00:01:46.400 at it. And I've talked about pieces of this with a bunch of different episodes 27 00:01:46.400 --> 00:01:51.210 over this last week, but I wanted to circle back around it and give some 28 00:01:51.210 --> 00:01:54.930 highlights of some of the things I've learned and kind of package it up in a 29 00:01:54.930 --> 00:01:59.110 way that I think would make the most sense for you. So again, if you're 30 00:01:59.110 --> 00:02:02.090 joining me, if this is the first episode you've listened to the month of 31 00:02:02.090 --> 00:02:07.470 february. I've been on a month long search for figuring out a B. M. Account 32 00:02:07.470 --> 00:02:12.820 based marketing as a methodology for B. Two B. Marketers, I'm still new to the 33 00:02:12.820 --> 00:02:17.380 B. Two B marketing game. I am a BDC marketer. I've done a lot of higher ed 34 00:02:17.380 --> 00:02:21.450 B. Two C. Companies, even local companies, coffee shops, dentist, 35 00:02:21.460 --> 00:02:25.410 nonprofit. I've done some B two B. Work in the past, but not as much as I'm 36 00:02:25.410 --> 00:02:28.680 doing now, especially with all the interviews I'm doing with B. Two B 37 00:02:28.680 --> 00:02:32.930 marketers and marketing, Sweet fish Media myself. There's a lot to learn 38 00:02:32.930 --> 00:02:38.240 and with a B. M. There's certainly more goodness to go around. So let's jump 39 00:02:38.240 --> 00:02:42.600 into the three different levels of engagement. You can look at the account 40 00:02:42.600 --> 00:02:45.600 based marketing. Again, this isn't one too many. wonder if you want to one 41 00:02:45.600 --> 00:02:48.920 campaigns. This is looking at it differently and it's looking at it with, 42 00:02:48.930 --> 00:02:53.120 at the stakeholders in the accounts that you're targeting. I just talked to 43 00:02:53.130 --> 00:02:58.670 Dimitri over at in flew to about how to target different people differently 44 00:02:58.670 --> 00:03:01.370 into account, and that's what I wanted to break down in this episode, because 45 00:03:01.370 --> 00:03:05.840 I've had a couple of different insights since then. So just so, you know, like, 46 00:03:05.840 --> 00:03:10.570 the first level would just be targeting the one stakeholder that, you know, is 47 00:03:10.570 --> 00:03:14.360 the ideal buyer for an account, that one person, you know, is the main 48 00:03:14.360 --> 00:03:18.420 person doing all the work to to secure whatever it is you're selling, there's 49 00:03:18.420 --> 00:03:21.740 that person, but we know there's more than one person that usually when 50 00:03:21.740 --> 00:03:24.020 you're selling b two b, there's a whole team of people that you need to 51 00:03:24.020 --> 00:03:28.500 convince to buy your solution and that's what what we're gonna do a 52 00:03:28.500 --> 00:03:31.560 little bit deeper into, is I think you can break it down into a few different 53 00:03:31.560 --> 00:03:35.950 levels and scale into it, rather than making it too complex to start. So, I'd 54 00:03:35.950 --> 00:03:40.250 say the first level is just finding that ideal buyer and targeting them and 55 00:03:40.250 --> 00:03:44.440 still laying out a whole funnel for them. So, what are you going to do with 56 00:03:44.440 --> 00:03:47.480 your messaging at the beginning of the funnel, while you're gonna build, 57 00:03:47.480 --> 00:03:51.390 messaging around awareness, just getting them aware of the main problem 58 00:03:51.390 --> 00:03:56.660 you address and who you are, right and around your content, you're going to 59 00:03:56.660 --> 00:04:01.060 deliver content. Uh the beginning of the stage of the funnel that just 60 00:04:01.060 --> 00:04:04.530 piques their interest. It's categories and topics that they're interested in. 61 00:04:04.530 --> 00:04:08.960 It may or may not have to do with what you sell directly, but it's in the 62 00:04:08.960 --> 00:04:13.650 realm of what your target audience, what that target buyer is interested in. 63 00:04:13.660 --> 00:04:19.480 If you sell legal services to marketing agency Cios, and you're publishing 64 00:04:19.480 --> 00:04:23.580 about marketing agency stuff, but it's not necessarily about legal services 65 00:04:23.590 --> 00:04:28.470 yet. Right? So, and then testimonials, like you want to probably publish some 66 00:04:28.470 --> 00:04:33.020 testimonials even at the beginning of the funnel that covers some really 67 00:04:33.030 --> 00:04:37.110 interesting insights from people that are like them, right? But then all that 68 00:04:37.110 --> 00:04:42.250 changes when you come and step down the funnel into this engagement stage where 69 00:04:42.250 --> 00:04:45.830 they know about you, they're aware of you now. So your messaging is gonna 70 00:04:45.830 --> 00:04:49.240 switch to be more benefit related, the things that you sell in, the benefits 71 00:04:49.240 --> 00:04:52.840 that can happen. Of course, this is somewhat of an over generalization. You 72 00:04:52.840 --> 00:04:55.670 can mix and match these in different places. There's kind of an overview to 73 00:04:55.670 --> 00:04:59.960 kind of give you an idea of what I mean by changing your marketing per 74 00:04:59.960 --> 00:05:03.740 different parts of the funnel, right? So your messaging might be more benefit 75 00:05:03.740 --> 00:05:08.370 driven. Your content is probably going to be answering more specific questions 76 00:05:08.370 --> 00:05:12.010 related to what you sell though, not necessarily talking about the product, 77 00:05:12.010 --> 00:05:14.770 but it's definitely in the category of what you sell now your content 78 00:05:14.770 --> 00:05:20.210 marketing is, and your testimonials are going to be from your customers that 79 00:05:20.210 --> 00:05:24.910 are now exploring and telling your your ideal buyer how much they've loved in 80 00:05:24.910 --> 00:05:30.650 the results they've seen working with you, right? And that all changes again 81 00:05:30.650 --> 00:05:33.720 when they're in the very bottom stage of your funnel into the awareness when 82 00:05:33.720 --> 00:05:37.570 they're talking to sales, you're going to be doing messaging, that's more 83 00:05:37.570 --> 00:05:41.920 feature comparison, right? You're going to have content that is more education 84 00:05:41.920 --> 00:05:45.880 on how your product works and you're going to have testimonials. They go a 85 00:05:45.880 --> 00:05:49.250 little bit deeper about why people like working with your company, not just the 86 00:05:49.250 --> 00:05:52.080 results they've seen, but what they've enjoyed about working with your custody 87 00:05:52.080 --> 00:05:55.470 might be about your customer service, it might be about different things, 88 00:05:55.470 --> 00:05:59.900 they didn't expect that were amazing, it might be handling some, like bottom 89 00:05:59.900 --> 00:06:03.850 of the funnel types of objections that come out, but you can see how you can 90 00:06:03.850 --> 00:06:07.910 customize the different types of marketing and the content, the 91 00:06:07.910 --> 00:06:11.820 messaging and the testimonials you're putting in front of people based on 92 00:06:11.820 --> 00:06:16.090 what stage of the funnel there in. Now take that in mind that this is the 93 00:06:16.090 --> 00:06:20.120 first stage, right? Building this all out takes a long time to even for your 94 00:06:20.120 --> 00:06:24.550 ideal buyer, you have this one person in mind for this one major product 95 00:06:24.550 --> 00:06:27.310 category that you're trying to sell to in your A. B. M. Campaign and it is a 96 00:06:27.310 --> 00:06:31.720 lot of work, just building it out for the one buyer for every major stage 97 00:06:31.720 --> 00:06:36.020 from awareness to engagement to the last bottom of the funnel consideration 98 00:06:36.020 --> 00:06:40.010 stage as they're talking to sales. It is a lot, just a lot of work to just to 99 00:06:40.010 --> 00:06:43.030 get that done, which is kind of where we're focused on in Swedish media, I'm 100 00:06:43.030 --> 00:06:47.420 still putting together this main a BM funnel, but I'm also keeping my eyes on 101 00:06:47.420 --> 00:06:51.880 the prize, I think there's other levels we can be doing uh internally and so 102 00:06:51.880 --> 00:06:54.960 I'm creating this content now for you because I'm learning it and I'm also 103 00:06:54.960 --> 00:06:58.980 kind of like you're marking it for myself as I get into developing this 104 00:06:58.980 --> 00:07:02.690 for sweet fish media. So here's the second level, So we have that, we have 105 00:07:02.690 --> 00:07:06.370 the full funnel developed for ideal buyer, but we can also build a second 106 00:07:06.370 --> 00:07:10.140 round where we start to customize the funnel for different industries. Yes, 107 00:07:10.140 --> 00:07:13.680 it's still for the ideal buyers, but we're often selling to more than one 108 00:07:13.690 --> 00:07:17.160 industry and if we have a couple of key industries we have, we might have a 109 00:07:17.160 --> 00:07:21.480 generic funnel, we start off with, but we can actually segment into a couple 110 00:07:21.480 --> 00:07:24.610 of different industries to customize it further. Maybe we sell the three 111 00:07:24.610 --> 00:07:27.880 different industries and sweet fish media, we cover like a number of 112 00:07:27.880 --> 00:07:32.210 different industries that we tend to focus more on B two B tech companies, 113 00:07:32.210 --> 00:07:37.860 specifically BtB SAs tech companies, there are still even industries within 114 00:07:37.870 --> 00:07:41.830 that small little category that I could splinter it off to. I could have a 115 00:07:41.830 --> 00:07:47.050 whole fintech version, I could have a whole manufacturing arm, I could have a 116 00:07:47.050 --> 00:07:51.040 whole marketing services, are more marked tech vendors, right? And still 117 00:07:51.040 --> 00:07:56.500 customize it further yet for the ideal buyer and that is a way to get more 118 00:07:56.510 --> 00:08:01.630 personalized across the board. So now I'm coming up not with just general at 119 00:08:01.630 --> 00:08:05.680 the top of the funnel, right awareness piece awareness messaging coming up 120 00:08:05.680 --> 00:08:09.410 with content, that's Peking curiosity or is about them more than it is about 121 00:08:09.410 --> 00:08:13.300 us and coming up with testimonials that are just like really intriguing case 122 00:08:13.300 --> 00:08:18.350 studies from their peers, they're all customized. So the awareness is around 123 00:08:18.740 --> 00:08:22.980 being aware that you even serve their industry content. That's interesting to 124 00:08:22.980 --> 00:08:27.310 their particular nuanced industry, right? And testimonials that are from 125 00:08:27.310 --> 00:08:31.870 customers you already have in their industry. So that is the second level 126 00:08:31.870 --> 00:08:35.100 of engagement. So it's taking the first funnel you developed and multiplying it 127 00:08:35.100 --> 00:08:39.710 times however many industries you really want to focus on. And then the 128 00:08:39.710 --> 00:08:44.390 third level takes it a step further by not just identifying the ideal buyer, 129 00:08:44.400 --> 00:08:48.640 but all the different buyers within the account because you have your ideal 130 00:08:48.640 --> 00:08:51.970 buyer, but there's probably they probably have a boss that's going to be 131 00:08:51.970 --> 00:08:54.740 looking over their shoulder and checking up to see what they're they're 132 00:08:54.740 --> 00:08:58.110 buying and maybe has to approve some budget at a higher level. There's 133 00:08:58.110 --> 00:09:02.780 probably a direct report or many direct reports that have to use the thing that 134 00:09:02.780 --> 00:09:06.320 your buyer is buying right, That you have to convince. And there's probably 135 00:09:06.320 --> 00:09:10.110 some, potentially some other departments within the organization 136 00:09:10.120 --> 00:09:13.290 that get to weigh in on this decision because it might be a big enough 137 00:09:13.290 --> 00:09:16.240 purchase that other departments are involved more than just one single 138 00:09:16.240 --> 00:09:20.100 department. There are some peers that your ideal buyer has, that might be 139 00:09:20.100 --> 00:09:24.440 naysayers, that might be people to ask very different questions, have a very 140 00:09:24.440 --> 00:09:29.070 different view of the world of what's good. And so you take all the funnels 141 00:09:29.070 --> 00:09:32.990 you developed for all those industries and then you create more funnel still 142 00:09:33.000 --> 00:09:37.440 that are customized for the different buyers within the account because we 143 00:09:37.440 --> 00:09:40.360 know what we're dealing with accounts, that's why we even use the word just 144 00:09:40.440 --> 00:09:44.240 account and not buyer because there's multiple people within the accounts 145 00:09:44.240 --> 00:09:47.940 that you have to market to and to sell and the more content you can come up 146 00:09:47.940 --> 00:09:51.570 with and the more sophistication and customization you can bring to every 147 00:09:51.570 --> 00:09:55.270 single piece, the more it's going to resonate, the more it's going to get 148 00:09:55.270 --> 00:09:59.820 them to take the baby step down the funnel towards buying your solution. So 149 00:09:59.820 --> 00:10:04.190 let's take an example if we're looking at instead of just your buyer, but 150 00:10:04.190 --> 00:10:07.580 maybe the Ceo of your buyer, if you're selling to the Suite C suite, you want 151 00:10:07.580 --> 00:10:10.650 to be able to make something for their boss, right because the Ceo is going to 152 00:10:10.650 --> 00:10:15.640 look differently at the awareness stage than the CTO is maybe that you're 153 00:10:15.640 --> 00:10:18.690 trying to sell to the boss of the CTO has a different world view. They have a 154 00:10:18.690 --> 00:10:21.890 different paradigm of what success and what they care about what keeps them 155 00:10:21.890 --> 00:10:25.290 awake at night than the CTO does, right? So you want to have a different 156 00:10:25.290 --> 00:10:29.560 awareness kind of campaign in your messaging, you want to have different 157 00:10:29.570 --> 00:10:33.460 content that piques their curiosity. That's just geared for the CEO. You 158 00:10:33.460 --> 00:10:39.680 want to have case studies from CEOS Cios in that industry, right? That you 159 00:10:39.680 --> 00:10:43.250 are specifically targeting. You can see how this becomes a lot of different 160 00:10:43.260 --> 00:10:48.060 content to make messaging to set up and testimonials to go find. But wouldn't 161 00:10:48.060 --> 00:10:54.090 it make sense that a if you're a Ceo of a company and maybe in the health 162 00:10:54.100 --> 00:10:59.650 industry like a hospital, right? That if you see if they build awareness for 163 00:10:59.650 --> 00:11:03.200 that particular that narrow of a niche of a profile and they're selling the C. 164 00:11:03.200 --> 00:11:06.100 T. O. S. But they're still creating awareness for the Ceo who is going to 165 00:11:06.100 --> 00:11:10.560 be looking over that CTO shoulder to see what that might have some be 166 00:11:10.560 --> 00:11:15.260 evaluating what the CTO is buying if it's a big purchase that customizing 167 00:11:15.270 --> 00:11:20.000 the messaging and creating content that's specifically created for that 168 00:11:20.000 --> 00:11:24.270 Ceo in mind and then coming up with testimonials from other Ceos in a 169 00:11:24.270 --> 00:11:29.430 similar industry that's going to draw them in. And so while it's very 170 00:11:29.430 --> 00:11:33.640 difficult to come up with that much content, all those testimonials, all 171 00:11:33.640 --> 00:11:36.980 that messaging and all the different pieces of content that you need in 172 00:11:36.980 --> 00:11:43.140 order to walk every single buyer down the funnel within the account, it still 173 00:11:43.140 --> 00:11:46.220 works. And we're going we're already creating content. Were already 174 00:11:46.220 --> 00:11:49.880 collecting testimonials. So really we just need to create a system of 175 00:11:49.880 --> 00:11:53.610 creating it and then cataloging it so that our sales represent our marketing 176 00:11:53.610 --> 00:11:57.640 teams have access to all the different pieces. You know, you can label them 177 00:11:57.640 --> 00:12:02.020 all as such so that you can kind of create this like grid of sorts of 178 00:12:02.020 --> 00:12:05.650 different content and so you can plug it into the right places. So that goes 179 00:12:05.650 --> 00:12:09.260 to the right people at the right time. So that's what I've been thinking about. 180 00:12:09.260 --> 00:12:12.170 It's kind of like stretched to my mind as I thought about all the different 181 00:12:12.170 --> 00:12:16.260 possibilities of all this different messaging and content testimonials and 182 00:12:16.260 --> 00:12:18.620 where it can be fitting across all these different pieces of the puzzle. 183 00:12:18.620 --> 00:12:21.820 It's definitely pushing me to think differently about how I'm even 184 00:12:21.820 --> 00:12:25.640 structuring my own content marketing and how different pieces of it can fit 185 00:12:25.640 --> 00:12:29.470 into different parts of the funnel for different people at different times. So 186 00:12:29.470 --> 00:12:32.980 it's very exciting to think about. It certainly creates a long road map for 187 00:12:32.980 --> 00:12:36.430 me of stuff that we still need to do, which is a never ending list, which 188 00:12:36.430 --> 00:12:39.510 that's really a good things. That's that's job security, right marketers, 189 00:12:39.510 --> 00:12:43.180 that means we get to stay around for a long time because we have a lot of work 190 00:12:43.180 --> 00:12:46.960 to do in the short term though. Just start with the one funnel for your 191 00:12:46.960 --> 00:12:50.900 ideal buyer and account based marketing system and it's already going to be so 192 00:12:50.900 --> 00:12:55.620 much more efficient and effective than just targeting the masses or even a 193 00:12:55.630 --> 00:12:59.570 large segment of what our potential buyers. If you can just target your key 194 00:12:59.570 --> 00:13:03.120 accounts and those ideal buyer's first, it's going to make a difference because 195 00:13:03.120 --> 00:13:06.530 you're getting in with the right person and walking in through in a systematic 196 00:13:06.530 --> 00:13:09.300 manner. If you just start with that, you're going to win, but you'll win 197 00:13:09.300 --> 00:13:12.080 more and more, the more you can customize it for the industry and then 198 00:13:12.080 --> 00:13:16.470 for the buyers, the different buyers and stakeholders within the account. 199 00:13:16.480 --> 00:13:20.740 Hopefully this has been kind of a help as helpful of a revelation to you as it 200 00:13:20.740 --> 00:13:23.900 is. For me again, I'm still new to account based marketing, but this seems 201 00:13:23.900 --> 00:13:27.690 like a big piece that I hadn't considered before and that's the main 202 00:13:27.690 --> 00:13:31.390 lesson that I'm taking away from this week. I have one more week of content. 203 00:13:31.400 --> 00:13:35.080 I have actually have two books more to read that I'm looking at my desk right 204 00:13:35.080 --> 00:13:38.570 now very excited to review those. I have a couple of one more thought 205 00:13:38.570 --> 00:13:42.370 leader to talk to in a couple more practitioners before I wrap up this 206 00:13:42.370 --> 00:13:46.370 series on account based marketing and just a little over a week from now, 207 00:13:46.380 --> 00:13:50.600 thank you so much for listening. If this has been helpful to you, please 208 00:13:50.600 --> 00:13:55.570 give us a five star rating on whatever podcast app you're listening to, you 209 00:13:55.570 --> 00:13:58.520 don't even have to write a review. Just go and tap that five stars. It makes a 210 00:13:58.520 --> 00:14:01.700 huge difference for our show and makes it easy for other people like yourself 211 00:14:01.700 --> 00:14:05.960 to find us. So thank you so much for listening and go tap that five star 212 00:14:07.840 --> 00:14:12.010 and sweet fish. We're on a mission to create the most helpful content on the 213 00:14:12.010 --> 00:14:16.580 internet for every job function and industry on the planet for the B two B 214 00:14:16.580 --> 00:14:20.620 marketing industry. This show is how we're executing on that mission. If you 215 00:14:20.620 --> 00:14:24.100 know a marketing leader, that would be an awesome guest for this podcast. 216 00:14:24.110 --> 00:14:27.660 Shoot me a text message. Don't call me because I don't answer unknown numbers, 217 00:14:27.670 --> 00:14:34.150 but text me at 4074 and I know 33 to 8. Just shoot me their name may be a link 218 00:14:34.150 --> 00:14:38.100 to their linkedin profile and I'd love to check them out to see if we can get 219 00:14:38.110 --> 00:14:41.540 them on the show. Thanks a lot. Yeah.