Transcript
WEBVTT
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Yeah.
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Hey everybody Logan with sweet fish
here first of all, whether you are a
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regular subscriber of GDP growth or new
to the show. Thank you so much for
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hitting play on this episode. A little
bit about what to expect. Over the next
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several weeks, we're going to be
replaying some of our best episodes
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from a deep dive we did earlier this
year, all about a B. M. Or account
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based marketing. If you are new to be,
to be or you're trying to get your A. B.
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M. Efforts off the ground or really
gain some traction in what you've
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started to do with a B. M. Within your
organization. You are going to love
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these episodes. So over the next
several weeks, expect to see two
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episodes a week here in your B two B
growth feed and they will all be
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focused around A B. M. From our account
based marketing. Deep dive. All right,
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let's get into the episode.
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Yeah. Mhm.
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Welcome back to baby growth. I'm dan
Sanchez with Sweet fish Media and today
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it's just me again. And I'm going to be
talking about some of the lessons I've
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learned after this last week of talking
to multiple practitioners thought
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leaders, even some clubhouse meetings.
I was in recently with James Carberry.
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I've learned so much about account
based marketing in another week. It's
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like when you start reading and
pounding the material and talking to
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all these people you tend to learn on
rapid fire. So I keep unlocking new
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lessons. In fact, this week I wanted to
circle back around to engagement.
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Actually found a couple of different
levels you can do engagement on that's
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different from the one. Too many.
Wonder if you want a one because that's
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a way of looking at it. But there's
actually a whole another way of looking
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at it. And I've talked about pieces of
this with a bunch of different episodes
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over this last week, but I wanted to
circle back around it and give some
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highlights of some of the things I've
learned and kind of package it up in a
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way that I think would make the most
sense for you. So again, if you're
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joining me, if this is the first
episode you've listened to the month of
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february. I've been on a month long
search for figuring out a B. M. Account
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based marketing as a methodology for B.
Two B. Marketers, I'm still new to the
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B. Two B marketing game. I am a BDC
marketer. I've done a lot of higher ed
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B. Two C. Companies, even local
companies, coffee shops, dentist,
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nonprofit. I've done some B two B. Work
in the past, but not as much as I'm
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doing now, especially with all the
interviews I'm doing with B. Two B
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marketers and marketing, Sweet fish
Media myself. There's a lot to learn
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and with a B. M. There's certainly more
goodness to go around. So let's jump
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into the three different levels of
engagement. You can look at the account
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based marketing. Again, this isn't one
too many. wonder if you want to one
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campaigns. This is looking at it
differently and it's looking at it with,
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at the stakeholders in the accounts
that you're targeting. I just talked to
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Dimitri over at in flew to about how to
target different people differently
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into account, and that's what I wanted
to break down in this episode, because
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I've had a couple of different insights
since then. So just so, you know, like,
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the first level would just be targeting
the one stakeholder that, you know, is
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the ideal buyer for an account, that
one person, you know, is the main
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person doing all the work to to secure
whatever it is you're selling, there's
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that person, but we know there's more
than one person that usually when
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you're selling b two b, there's a whole
team of people that you need to
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convince to buy your solution and
that's what what we're gonna do a
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little bit deeper into, is I think you
can break it down into a few different
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levels and scale into it, rather than
making it too complex to start. So, I'd
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say the first level is just finding
that ideal buyer and targeting them and
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still laying out a whole funnel for
them. So, what are you going to do with
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your messaging at the beginning of the
funnel, while you're gonna build,
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messaging around awareness, just
getting them aware of the main problem
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you address and who you are, right and
around your content, you're going to
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deliver content. Uh the beginning of
the stage of the funnel that just
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piques their interest. It's categories
and topics that they're interested in.
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It may or may not have to do with what
you sell directly, but it's in the
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realm of what your target audience,
what that target buyer is interested in.
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If you sell legal services to marketing
agency Cios, and you're publishing
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about marketing agency stuff, but it's
not necessarily about legal services
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yet. Right? So, and then testimonials,
like you want to probably publish some
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testimonials even at the beginning of
the funnel that covers some really
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interesting insights from people that
are like them, right? But then all that
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changes when you come and step down the
funnel into this engagement stage where
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they know about you, they're aware of
you now. So your messaging is gonna
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switch to be more benefit related, the
things that you sell in, the benefits
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that can happen. Of course, this is
somewhat of an over generalization. You
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can mix and match these in different
places. There's kind of an overview to
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kind of give you an idea of what I mean
by changing your marketing per
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different parts of the funnel, right?
So your messaging might be more benefit
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driven. Your content is probably going
to be answering more specific questions
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related to what you sell though, not
necessarily talking about the product,
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but it's definitely in the category of
what you sell now your content
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marketing is, and your testimonials are
going to be from your customers that
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are now exploring and telling your your
ideal buyer how much they've loved in
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the results they've seen working with
you, right? And that all changes again
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when they're in the very bottom stage
of your funnel into the awareness when
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they're talking to sales, you're going
to be doing messaging, that's more
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feature comparison, right? You're going
to have content that is more education
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on how your product works and you're
going to have testimonials. They go a
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little bit deeper about why people like
working with your company, not just the
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results they've seen, but what they've
enjoyed about working with your custody
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might be about your customer service,
it might be about different things,
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they didn't expect that were amazing,
it might be handling some, like bottom
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of the funnel types of objections that
come out, but you can see how you can
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customize the different types of
marketing and the content, the
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messaging and the testimonials you're
putting in front of people based on
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what stage of the funnel there in. Now
take that in mind that this is the
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first stage, right? Building this all
out takes a long time to even for your
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ideal buyer, you have this one person
in mind for this one major product
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category that you're trying to sell to
in your A. B. M. Campaign and it is a
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lot of work, just building it out for
the one buyer for every major stage
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from awareness to engagement to the
last bottom of the funnel consideration
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stage as they're talking to sales. It
is a lot, just a lot of work to just to
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get that done, which is kind of where
we're focused on in Swedish media, I'm
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still putting together this main a BM
funnel, but I'm also keeping my eyes on
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the prize, I think there's other levels
we can be doing uh internally and so
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I'm creating this content now for you
because I'm learning it and I'm also
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kind of like you're marking it for
myself as I get into developing this
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for sweet fish media. So here's the
second level, So we have that, we have
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the full funnel developed for ideal
buyer, but we can also build a second
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round where we start to customize the
funnel for different industries. Yes,
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it's still for the ideal buyers, but
we're often selling to more than one
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industry and if we have a couple of key
industries we have, we might have a
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generic funnel, we start off with, but
we can actually segment into a couple
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of different industries to customize it
further. Maybe we sell the three
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different industries and sweet fish
media, we cover like a number of
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different industries that we tend to
focus more on B two B tech companies,
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specifically BtB SAs tech companies,
there are still even industries within
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that small little category that I could
splinter it off to. I could have a
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whole fintech version, I could have a
whole manufacturing arm, I could have a
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whole marketing services, are more
marked tech vendors, right? And still
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customize it further yet for the ideal
buyer and that is a way to get more
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personalized across the board. So now
I'm coming up not with just general at
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the top of the funnel, right awareness
piece awareness messaging coming up
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with content, that's Peking curiosity
or is about them more than it is about
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us and coming up with testimonials that
are just like really intriguing case
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studies from their peers, they're all
customized. So the awareness is around
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being aware that you even serve their
industry content. That's interesting to
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their particular nuanced industry,
right? And testimonials that are from
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customers you already have in their
industry. So that is the second level
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of engagement. So it's taking the first
funnel you developed and multiplying it
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times however many industries you
really want to focus on. And then the
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third level takes it a step further by
not just identifying the ideal buyer,
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but all the different buyers within the
account because you have your ideal
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buyer, but there's probably they
probably have a boss that's going to be
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looking over their shoulder and
checking up to see what they're they're
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buying and maybe has to approve some
budget at a higher level. There's
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probably a direct report or many direct
reports that have to use the thing that
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your buyer is buying right, That you
have to convince. And there's probably
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some, potentially some other
departments within the organization
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that get to weigh in on this decision
because it might be a big enough
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purchase that other departments are
involved more than just one single
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department. There are some peers that
your ideal buyer has, that might be
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naysayers, that might be people to ask
very different questions, have a very
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different view of the world of what's
good. And so you take all the funnels
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you developed for all those industries
and then you create more funnel still
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that are customized for the different
buyers within the account because we
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know what we're dealing with accounts,
that's why we even use the word just
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account and not buyer because there's
multiple people within the accounts
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that you have to market to and to sell
and the more content you can come up
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with and the more sophistication and
customization you can bring to every
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single piece, the more it's going to
resonate, the more it's going to get
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them to take the baby step down the
funnel towards buying your solution. So
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let's take an example if we're looking
at instead of just your buyer, but
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maybe the Ceo of your buyer, if you're
selling to the Suite C suite, you want
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to be able to make something for their
boss, right because the Ceo is going to
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look differently at the awareness stage
than the CTO is maybe that you're
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trying to sell to the boss of the CTO
has a different world view. They have a
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different paradigm of what success and
what they care about what keeps them
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awake at night than the CTO does, right?
So you want to have a different
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awareness kind of campaign in your
messaging, you want to have different
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content that piques their curiosity.
That's just geared for the CEO. You
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want to have case studies from CEOS
Cios in that industry, right? That you
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are specifically targeting. You can see
how this becomes a lot of different
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content to make messaging to set up and
testimonials to go find. But wouldn't
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it make sense that a if you're a Ceo of
a company and maybe in the health
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industry like a hospital, right? That
if you see if they build awareness for
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that particular that narrow of a niche
of a profile and they're selling the C.
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T. O. S. But they're still creating
awareness for the Ceo who is going to
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be looking over that CTO shoulder to
see what that might have some be
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evaluating what the CTO is buying if
it's a big purchase that customizing
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the messaging and creating content
that's specifically created for that
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Ceo in mind and then coming up with
testimonials from other Ceos in a
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similar industry that's going to draw
them in. And so while it's very
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difficult to come up with that much
content, all those testimonials, all
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that messaging and all the different
pieces of content that you need in
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order to walk every single buyer down
the funnel within the account, it still
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works. And we're going we're already
creating content. Were already
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collecting testimonials. So really we
just need to create a system of
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creating it and then cataloging it so
that our sales represent our marketing
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teams have access to all the different
pieces. You know, you can label them
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all as such so that you can kind of
create this like grid of sorts of
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different content and so you can plug
it into the right places. So that goes
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to the right people at the right time.
So that's what I've been thinking about.
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It's kind of like stretched to my mind
as I thought about all the different
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possibilities of all this different
messaging and content testimonials and
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where it can be fitting across all
these different pieces of the puzzle.
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It's definitely pushing me to think
differently about how I'm even
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structuring my own content marketing
and how different pieces of it can fit
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into different parts of the funnel for
different people at different times. So
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it's very exciting to think about. It
certainly creates a long road map for
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me of stuff that we still need to do,
which is a never ending list, which
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that's really a good things. That's
that's job security, right marketers,
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that means we get to stay around for a
long time because we have a lot of work
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to do in the short term though. Just
start with the one funnel for your
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ideal buyer and account based marketing
system and it's already going to be so
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much more efficient and effective than
just targeting the masses or even a
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large segment of what our potential
buyers. If you can just target your key
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accounts and those ideal buyer's first,
it's going to make a difference because
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you're getting in with the right person
and walking in through in a systematic
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manner. If you just start with that,
you're going to win, but you'll win
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more and more, the more you can
customize it for the industry and then
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for the buyers, the different buyers
and stakeholders within the account.
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Hopefully this has been kind of a help
as helpful of a revelation to you as it
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is. For me again, I'm still new to
account based marketing, but this seems
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like a big piece that I hadn't
considered before and that's the main
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lesson that I'm taking away from this
week. I have one more week of content.
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I have actually have two books more to
read that I'm looking at my desk right
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now very excited to review those. I
have a couple of one more thought
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leader to talk to in a couple more
practitioners before I wrap up this
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series on account based marketing and
just a little over a week from now,
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thank you so much for listening. If
this has been helpful to you, please
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give us a five star rating on whatever
podcast app you're listening to, you
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don't even have to write a review. Just
go and tap that five stars. It makes a
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huge difference for our show and makes
it easy for other people like yourself
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to find us. So thank you so much for
listening and go tap that five star
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and sweet fish. We're on a mission to
create the most helpful content on the
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internet for every job function and
industry on the planet for the B two B
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marketing industry. This show is how
we're executing on that mission. If you
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know a marketing leader, that would be
an awesome guest for this podcast.
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Shoot me a text message. Don't call me
because I don't answer unknown numbers,
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but text me at 4074 and I know 33 to 8.
Just shoot me their name may be a link
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to their linkedin profile and I'd love
to check them out to see if we can get
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them on the show. Thanks a lot. Yeah.