ABM Finale: What I Learned After a 1 Month Deep Dive

WEBVTT 1 00:00:00.000 --> 00:00:03.230 Welcome back to BBB growth. I'm Dan Sanchez with Sweet Fish Media. And 2 00:00:03.230 --> 00:00:08.230 today I'm excited to wrap up this account based marketing deep dive I've 3 00:00:08.230 --> 00:00:12.090 been doing over the last month. This is the finale. This is the summary. This 4 00:00:12.090 --> 00:00:16.780 is the conclusion. Um, it's been an exciting month. I'm a BTC market are 5 00:00:16.780 --> 00:00:20.190 coming into B two b. I have a lot to learn. And even though I've had a 6 00:00:20.190 --> 00:00:23.920 decade of experience doing all kinds of digital marketing campaigns for a wide 7 00:00:23.920 --> 00:00:27.790 variety of different types of companies and organizations, I still have a lot 8 00:00:27.790 --> 00:00:31.410 to learn. And B two B and A B M was kind of like the first big place that I 9 00:00:31.410 --> 00:00:36.250 wanted to, like go really, really deep into. So we set aside the whole month 10 00:00:36.250 --> 00:00:39.990 of February to go deep, talked to practitioners, thought leaders review 11 00:00:39.990 --> 00:00:44.240 resources, have internal conversations benchmark what I was learning along the 12 00:00:44.240 --> 00:00:51.180 way and solo episodes and 28 or maybe 27 episodes later, I'm finally at the 13 00:00:51.180 --> 00:00:55.010 point where I'm like, Wow, Deng, I've learned some stuff about account based 14 00:00:55.010 --> 00:00:58.160 marketing, and I can't wait. I've been sharing with you guys along the way, so 15 00:00:58.160 --> 00:01:01.260 go back and watch solo episodes. I won't be repeating all that content 16 00:01:01.260 --> 00:01:04.640 here again, but I just kind of wanted to summarize the whole thing as far as 17 00:01:04.640 --> 00:01:08.800 what a. B M is who it's for, uh, when you should start it. If you're 18 00:01:08.800 --> 00:01:13.980 interested and generally like how I would start now knowing what I know now, 19 00:01:13.990 --> 00:01:18.390 it's been a fantastic month diving deep into the subject I'm actually kind of 20 00:01:18.400 --> 00:01:21.690 after reading all the books on the topic, I'm kind of like done, you know, 21 00:01:21.700 --> 00:01:25.540 like I'm gonna start, I need to stop learning and actually just start doing. 22 00:01:25.540 --> 00:01:29.050 And while I've been working on it this whole time, um, I'm excited just to 23 00:01:29.050 --> 00:01:32.880 dump in roll, jump in, roll up my sleeves and actually start to do some 24 00:01:32.880 --> 00:01:38.030 of the work of what I've learned over this last month. But let's dive into 25 00:01:38.040 --> 00:01:44.360 what A. B M actually is. Contrary to some popular opinions out there, a B M 26 00:01:44.370 --> 00:01:50.760 is not synonymous for good marketing. A B M is a distinct methodology that 27 00:01:50.760 --> 00:01:57.680 works specifically for BTG, but even btg companies, and it doesn't for work 28 00:01:57.680 --> 00:02:01.640 for everybody, even within those two categories. Um, I've certainly heard 29 00:02:01.640 --> 00:02:06.010 arguments that it could work for everybody in B two b or B d G. But 30 00:02:06.020 --> 00:02:09.740 there are some parameters for where it works best. And then once I define the 31 00:02:09.740 --> 00:02:14.060 parameters, I'll get into what it actually looks like. So a B M actually 32 00:02:14.060 --> 00:02:18.880 works best for B two B or B two G companies that are selling high ticket 33 00:02:18.890 --> 00:02:23.660 items, uh, things that cost, at least in the tens of thousands of dollars a 34 00:02:23.660 --> 00:02:27.710 year. Um, you could probably make it work for a little bit less, but not 35 00:02:27.720 --> 00:02:31.600 would be much harder. Um, and it's if you're so. If you have a product or 36 00:02:31.600 --> 00:02:35.810 service where someone is paying you in the tens of thousands of dollars for it 37 00:02:35.820 --> 00:02:42.280 in a year within the year than a B M is absolutely worth exploring, it is 38 00:02:42.280 --> 00:02:45.960 fantastic. It's probably the most effective means of doing marketing that 39 00:02:45.960 --> 00:02:50.060 I've ever seen, and it's distinctly different from other marketing 40 00:02:50.070 --> 00:02:54.600 methodologies. It's different from target marketing. It's different from 41 00:02:54.610 --> 00:02:58.240 demand generation. It's different from inbound. Marketing is different from 42 00:02:58.240 --> 00:03:02.970 lead generation, and this is why it's different because most approaches 43 00:03:02.980 --> 00:03:07.350 target a specific segment of people, and you can get down to make it a 44 00:03:07.350 --> 00:03:11.430 really narrow segment, right? As a B two b company, you have your I c p your 45 00:03:11.430 --> 00:03:16.760 ideal customer profile, right? You know exactly what kind of companies are 46 00:03:16.760 --> 00:03:22.140 going to be your ideal fit are your ideal customer, but it's very different 47 00:03:22.150 --> 00:03:27.780 from going to defining what they're like to defining who, exactly? You they 48 00:03:27.780 --> 00:03:31.660 are right. It's a very different approach. And once you actually make a 49 00:03:31.660 --> 00:03:36.690 clear distinction of which specific companies by name that you want to do 50 00:03:36.690 --> 00:03:42.490 work with it changes the methodology that you market to them. Before you 51 00:03:42.490 --> 00:03:45.400 were targeting in Mass, you didn't know who they were. You didn't know their 52 00:03:45.400 --> 00:03:49.980 names. You did as they came inbound and they filled out forms. Or maybe you had 53 00:03:49.980 --> 00:03:53.940 a fancy analytic software, went and found their name or whatever, but until 54 00:03:53.940 --> 00:03:58.410 then, you didn't know them. But an account based marketing. You're 55 00:03:58.410 --> 00:04:01.180 actually calling them out by name and saying these are the ones we're going 56 00:04:01.180 --> 00:04:05.180 to market to, which changes everything. And this is one of the most exciting 57 00:04:05.180 --> 00:04:08.520 parts about being a B two B marketers. You have so much more information to 58 00:04:08.520 --> 00:04:12.820 work with. So Why wouldn't you use that information to your advantage? And you 59 00:04:12.820 --> 00:04:16.500 can use that information to your advantage in a few different ways, and 60 00:04:16.500 --> 00:04:21.540 it changes things right. If you know exactly who you want to target, you can 61 00:04:21.540 --> 00:04:25.310 get a much better ry from your ad spend because you no longer have to target 62 00:04:25.310 --> 00:04:29.320 all the people who aren't in your ideal customer profile. You no longer have to 63 00:04:29.320 --> 00:04:34.360 target people who are outside of the 102 100 maybe up to 1000. Of course, 64 00:04:34.360 --> 00:04:38.320 you could do more companies that are the exact companies you want to do 65 00:04:38.320 --> 00:04:41.890 business with in Facebook ads. I'm used to running campaigns to the hundreds of 66 00:04:41.890 --> 00:04:45.160 thousands. Shoot Facebook recommends you target between one and two million 67 00:04:45.160 --> 00:04:49.190 people at least, and their algorithms are really good at finding the few 68 00:04:49.190 --> 00:04:53.820 people to show ads to within those millions. But doesn't it change the 69 00:04:53.820 --> 00:04:58.520 game if I. Instead, I run a LinkedIn campaign where I upload the names of 70 00:04:58.520 --> 00:05:03.680 the 100 companies. I would love to show ads, too. Now I'm only running ads to 71 00:05:03.680 --> 00:05:07.480 10,000 people. The 10,000 people working for the 100 companies that I 72 00:05:07.480 --> 00:05:11.600 would love to do business with. That is totally different change. That's a 73 00:05:11.600 --> 00:05:14.780 different way of marketing before, before I can make a really narrow 74 00:05:14.780 --> 00:05:19.790 target, even with linked in. But now just running ads directly to the ones I 75 00:05:19.790 --> 00:05:23.800 want to do business for is different. My direct mails different the way I 76 00:05:23.800 --> 00:05:28.560 engage and create content for these companies are different the way I'm 77 00:05:28.560 --> 00:05:31.420 actually working more hand in hand with sales, because this is the way they 78 00:05:31.420 --> 00:05:35.180 were doing it the whole time. In fact, a B M actually comes out of the Sails 79 00:05:35.190 --> 00:05:39.010 playbook. This is the way sales have been doing it for decades. It's just 80 00:05:39.010 --> 00:05:43.150 that marketing is finally getting on the train. Marketing is finally coming 81 00:05:43.150 --> 00:05:48.580 alongside sales to do the kind of work that sales is doing. But from a 82 00:05:48.580 --> 00:05:52.310 marketing angle that's account based marketing. And it is a fantastic 83 00:05:52.310 --> 00:05:55.880 approach. It's an approach that I will recommend over and over and over again 84 00:05:55.890 --> 00:05:59.300 if you fit the parameters that I outlined earlier. A few other reasons 85 00:05:59.300 --> 00:06:02.840 that I love it is because it focuses your time so that the time spent 86 00:06:02.840 --> 00:06:07.270 engaging with companies is spent. Time is time spent engaging with the right 87 00:06:07.280 --> 00:06:08.050 companies. 88 00:06:09.340 --> 00:06:13.440 Now 90% of your engagement is with the right companies, even if the ones are 89 00:06:13.440 --> 00:06:15.930 coming inbound or brand, um, companies just showing up, filling out your 90 00:06:15.930 --> 00:06:19.450 contact for them. You can check to see if they're on your you know your list 91 00:06:19.450 --> 00:06:22.360 or if they even fit your I C p and just kind of like show them to some free 92 00:06:22.360 --> 00:06:25.670 resources and not spend time wasted with them. Because you know they're not 93 00:06:25.670 --> 00:06:29.400 on your account list, right? It just frees you up to focus on the ones that 94 00:06:29.400 --> 00:06:32.260 are going to make the biggest difference for your company. It's also 95 00:06:32.260 --> 00:06:37.260 a huge, huge piece that makes it a lot easier to get aligned with sales 96 00:06:37.270 --> 00:06:40.620 because now you're doing what I think. They also wanted B two B marketers to 97 00:06:40.620 --> 00:06:45.030 do the whole time, which will help them land the accounts that are going to 98 00:06:45.030 --> 00:06:46.910 make them the biggest commissions, right, cause that's what they're 99 00:06:46.910 --> 00:06:51.750 motivated by. It makes the handoff a lot smoother, as they go from as a lead 100 00:06:51.840 --> 00:06:55.030 or an account. Moves are marketing to sales right because they were in 101 00:06:55.030 --> 00:06:58.350 agreement the whole time, as far as what accounts those were supposed to be. 102 00:06:58.940 --> 00:07:02.050 So it's a much smoother handoff between the two. It makes the whole company 103 00:07:02.050 --> 00:07:05.930 more successful. You spend all your time and only the accounts that are 104 00:07:05.930 --> 00:07:10.270 going to produce results or the ones that are already but the best fits and 105 00:07:10.270 --> 00:07:15.050 no time on the ones that didn't matter, which is what most of us are wasting 106 00:07:15.050 --> 00:07:19.670 our ad dollars and even our our time spent marketing, too, in the hopes that 107 00:07:19.670 --> 00:07:23.580 we can draw out of the many, get the few to show up. So if you've been 108 00:07:23.580 --> 00:07:26.270 following along for this month or you're listening to this now and 109 00:07:26.270 --> 00:07:30.500 thinking like, Hey, Dan, I've heard enough, I want to get started What's 110 00:07:30.500 --> 00:07:34.920 the best way to get started with account based marketing? And I would 111 00:07:34.920 --> 00:07:39.410 say, if you've liked what you've heard so far, definitely go and start with a 112 00:07:39.410 --> 00:07:45.050 book called the the Book on account based Marketing by bus. Um, Hamdi. It's 113 00:07:45.050 --> 00:07:48.860 probably my favorite go to now for getting people started in account based 114 00:07:48.860 --> 00:07:51.450 marketing has nothing to do with technology and all the things that 115 00:07:51.450 --> 00:07:53.850 people want to sell you regarding account based marketing just kind of 116 00:07:53.850 --> 00:07:58.420 paints a picture of what it should look like using tactics that were early two 117 00:07:58.420 --> 00:08:03.160 thousands, right? But it's such a sweet and simple book like You can listen to 118 00:08:03.160 --> 00:08:07.330 it an hour and a half if you listen to it on two X speed on audible, go and 119 00:08:07.330 --> 00:08:12.140 pick it up. It's a fantastic primer on what this looks like. And I would say 120 00:08:12.150 --> 00:08:16.490 Go and talk to your sales teams about who their top accounts are, and I would 121 00:08:16.490 --> 00:08:19.840 try to narrow it down to like doing a test. You want to run a pilot. You want 122 00:08:19.840 --> 00:08:23.060 to run a test to see if it's gonna work with you if it's gonna work with sales. 123 00:08:23.140 --> 00:08:27.210 So go talk to your sales team and ask them like a we're gonna try an example 124 00:08:27.220 --> 00:08:31.470 Experiment campaign account based marketing campaign. What 10 accounts 125 00:08:31.470 --> 00:08:34.490 would you like to see? Move forward? And I would recommend that their 126 00:08:34.490 --> 00:08:38.260 accounts that, um, maybe they know about your company, but they're not in 127 00:08:38.260 --> 00:08:42.400 the pipeline yet. Maybe they're just kind of like the awareness stage, so 128 00:08:42.400 --> 00:08:46.500 you can kind of walk through the whole process. It is possible to pick out 129 00:08:46.510 --> 00:08:50.660 accounts that are in the pipeline or that are specific segments or whatever 130 00:08:50.660 --> 00:08:53.310 have different objectives you can meet. But I would try ones that are at the 131 00:08:53.310 --> 00:08:56.740 very beginning stages of the funnel. Or maybe not even in in your marketing 132 00:08:56.740 --> 00:09:00.210 funnel at all. Yet pick out 10 customers that you want to do this with. 133 00:09:00.220 --> 00:09:03.780 Of course, you can do more. You could probably do. Yeah, last but tens. Kind 134 00:09:03.780 --> 00:09:08.860 of like an easy and easy experiment. Now, the amount of work to do a pilot 135 00:09:09.240 --> 00:09:12.770 can be significant if you're at an enterprise. Look, if you're in a big 136 00:09:12.770 --> 00:09:16.310 company with a big market department, you've got marketing ops. You've got 137 00:09:16.310 --> 00:09:18.810 sales, you've got sales office. You have like that. Okay, they're doing a 138 00:09:18.810 --> 00:09:24.230 pilot is going to be freaking intense. And if you're going to, if you're that 139 00:09:24.230 --> 00:09:27.280 kind of company, then I highly recommend the book called account Based 140 00:09:27.280 --> 00:09:30.950 Marketing. How to target and engage the companies that will grow your revenue. 141 00:09:31.340 --> 00:09:35.660 Um, by Chris Golic, Peter Isaacson and Jessica Fuel is this is the book by 142 00:09:35.660 --> 00:09:39.620 demand base. And they wrote the best book on how to build a pilot for a big 143 00:09:39.620 --> 00:09:44.690 company. Um, because even doing even doing a small pilot is a big initiative. 144 00:09:44.690 --> 00:09:47.840 When you have a big team, right, it's hard to turn an aircraft carrier, so 145 00:09:47.840 --> 00:09:52.530 you have to turn it very carefully, even if it's just a pilot. But still, 146 00:09:52.540 --> 00:09:57.930 if you want to get started, a pilot is the right place to step start, Um, and 147 00:09:57.930 --> 00:10:01.350 you have to do it well. But if you're a small company like sweet fish media 148 00:10:01.360 --> 00:10:06.030 like, we're not that big. So doing this small at a small scale isn't that hard. 149 00:10:06.030 --> 00:10:11.050 I like its I'm one person marketing team with some help right now, and our 150 00:10:11.050 --> 00:10:16.640 sales team is actually just one person. So like, uh, soon to expand. But, um, 151 00:10:16.640 --> 00:10:19.620 it's not that hard for marketing and sales to get aligned when marketing and 152 00:10:19.620 --> 00:10:25.250 sales is to people. Right? Um, so what we're doing is putting together a list 153 00:10:25.250 --> 00:10:31.970 of 100 uh, ideal customer like ideal companies for us, and I'm uploading 154 00:10:31.970 --> 00:10:37.250 them to hubspot. And now I'm going to start marketing to them and engaging 155 00:10:37.250 --> 00:10:42.330 them and essentially moving them down into the pipeline. Um, just to see how 156 00:10:42.330 --> 00:10:45.360 effective it is and we're approaching it while we've been doing this for a 157 00:10:45.360 --> 00:10:49.930 while with podcasting and go back and listen to the podcasting episode in 158 00:10:49.940 --> 00:10:55.610 this specific month in this series, Um, I wanted to do it in a more orderly and 159 00:10:55.610 --> 00:11:01.660 a more like a B m e approach to, like, make everything work better. Before we 160 00:11:01.660 --> 00:11:05.690 would just cold outreach to people to be guests on the show. And then maybe 161 00:11:05.690 --> 00:11:08.870 they became customers. Maybe they didn't. We never really had a clear act 162 00:11:08.870 --> 00:11:14.750 way to activate them. We never or rarely ever hit them with, uh, targeted 163 00:11:14.750 --> 00:11:18.710 ads If we maybe they saw retargeting from the website. But it was never, 164 00:11:18.710 --> 00:11:23.660 like a really uniform approach to marketing to the accounts that we were 165 00:11:23.670 --> 00:11:28.380 bringing onto our show. Right? So now I'm creating a targeted list. I'm 166 00:11:28.390 --> 00:11:32.160 uploading them all into hubspot, and I'm actually going to be running ad 167 00:11:32.160 --> 00:11:35.980 campaigns. Right? So you want to think about, like, how do I want to get in 168 00:11:35.980 --> 00:11:39.930 front of these accounts to get started? If you're just gonna do 10 or you're 169 00:11:39.930 --> 00:11:43.630 going to do 100 how am I going to get in front of them after talking with 170 00:11:43.630 --> 00:11:47.120 multiple vendors and like looking at the market and trying to figure it out. 171 00:11:47.120 --> 00:11:52.430 If you're a small company like, it's really expensive to get a B M ad 172 00:11:52.430 --> 00:11:58.150 targeting software except unless you go to LinkedIn. LinkedIn actually has a 173 00:11:58.150 --> 00:12:02.840 self serve a B M style ad platform where you can upload a CSP or even just 174 00:12:02.840 --> 00:12:07.190 manually punch in the companies You want to run targeted ads to, um, I'm 175 00:12:07.190 --> 00:12:09.870 still in the middle of setting it up, so there might be some limitations to 176 00:12:09.870 --> 00:12:13.100 it, so you might not be able to just run ads to 10 companies. But maybe you 177 00:12:13.100 --> 00:12:16.340 can kind of probably depends on the volume and the size of those companies. 178 00:12:16.340 --> 00:12:21.860 They probably have some minimums of the volume of who. You can run ads, too. Um, 179 00:12:22.440 --> 00:12:27.510 but so far, if you have a small budget, then LinkedIn ads is probably the best 180 00:12:27.510 --> 00:12:33.030 way to go. Um, I even ran into a great LinkedIn post. I remember the name of 181 00:12:33.030 --> 00:12:36.890 who this came this idea came from, but it was It was fantastic. Essentially, 182 00:12:36.890 --> 00:12:39.980 if you really want to save money and utilize the other two platforms Google 183 00:12:39.980 --> 00:12:43.080 and Facebook because they're cheaper than linked in, uh, this is what I'm 184 00:12:43.080 --> 00:12:46.710 going to be doing is using LinkedIn to target the right accounts, Send them in 185 00:12:46.710 --> 00:12:49.650 landing pages where that's like, through this at is the only place where 186 00:12:49.650 --> 00:12:53.940 you can get to the landing pages. And then I'm gonna, uh, trigger retargeting 187 00:12:53.940 --> 00:12:57.990 ads on Facebook and Google specifically for these counts only based on the 188 00:12:57.990 --> 00:13:02.280 pixel load of people who hit this, these specific landing pages. That way 189 00:13:02.280 --> 00:13:07.090 I'm only spending ad budget on the target accounts now and nobody else now, 190 00:13:07.090 --> 00:13:11.040 to me, as a marketer, I'm like, Oh, this is fantastic. I could just run. I 191 00:13:11.040 --> 00:13:15.640 can afford to even over pay a little bit on LinkedIn's. It's expensive. Um, 192 00:13:15.650 --> 00:13:21.090 but know that my ads are only being seen by the exact 100 companies that I 193 00:13:21.090 --> 00:13:24.150 want to do business with, like never have I been able to do this before. So 194 00:13:24.150 --> 00:13:28.560 this is new to me is a B two c market, and I'm like, Oh, this is amazing. So 195 00:13:28.560 --> 00:13:32.550 that's an idea of what you can start doing when you go with the account 196 00:13:32.550 --> 00:13:36.630 based marketing approach. So think about how you can start to engage 197 00:13:36.630 --> 00:13:39.600 people with ads and then even further down the funnel, We use a podcast. We 198 00:13:39.600 --> 00:13:42.710 actually are going to reach out to all 100 of these accounts that we've 199 00:13:42.710 --> 00:13:47.200 already predefined, um, and invite them to be guests on the podcast. Of course, 200 00:13:47.200 --> 00:13:50.370 that's the chief way. We we target them. But of course, running ads in 201 00:13:50.370 --> 00:13:53.890 conjunction of that will make it much more likely that they'll know who sweet 202 00:13:53.890 --> 00:13:58.730 fishes who b two b growth is, um, what our value propositions are as a podcast 203 00:13:58.730 --> 00:14:03.620 agency and why podcasting is helpful in a variety of different aspects. Right? 204 00:14:03.630 --> 00:14:07.150 Because now I have very targeted ads hitting not just the people we invite 205 00:14:07.150 --> 00:14:11.430 onto the podcast, but a lot of their peers and other decision makers within, 206 00:14:11.440 --> 00:14:13.060 uh within their company. 207 00:14:14.340 --> 00:14:17.750 And then, of course, you have to work it out with sales on who these are and 208 00:14:17.750 --> 00:14:21.160 where the handoff is between the two and how I'm specifically have a 209 00:14:21.160 --> 00:14:24.610 strategy just for qualifying. The guests who come on the show to know 210 00:14:24.610 --> 00:14:28.060 when I need to just continue to build a relationship with them or if it's a 211 00:14:28.060 --> 00:14:33.860 safe time to, like, hand them off to sales to further consultants. L right 212 00:14:34.240 --> 00:14:38.780 So that is an easy way to get started. Set up a pilot, figure out what you can 213 00:14:38.780 --> 00:14:44.780 do to just test it with 10, maybe up to 100 like we're doing, um, accounts and 214 00:14:44.780 --> 00:14:49.140 then just start building a 11 time campaign. Uh, say like, hey, we're 215 00:14:49.140 --> 00:14:52.640 gonna We're gonna run this for a certain amount of time. Um, for us, 216 00:14:52.640 --> 00:14:56.530 it's gonna be about, you know, about a quarter. So it's about a 90 day period 217 00:14:56.530 --> 00:14:59.100 where we're going to run this campaign and then see where you're at at the end 218 00:14:59.100 --> 00:15:01.830 of the quarter, or maybe like a few months after the quarter. If there's 219 00:15:01.830 --> 00:15:06.140 some lag time in that and then make a decision after that, did it work? What 220 00:15:06.140 --> 00:15:11.270 worked? What didn't work? Uh, what could have been done? Better if we did 221 00:15:11.270 --> 00:15:14.100 this better would be expected to produce this much more. You can start 222 00:15:14.100 --> 00:15:17.430 asking those kinds of questions at the end of the pilot or the test to see if 223 00:15:17.430 --> 00:15:21.480 this is something you want to pump more resources into now because we know this 224 00:15:21.480 --> 00:15:24.140 has worked for us already. I'm pretty already pretty sure that we're going to 225 00:15:24.140 --> 00:15:29.540 continue to spend more and more on this. Um, but for the most part, I am excited. 226 00:15:29.550 --> 00:15:32.960 This has been a fantastic month. I've learned a ton about account based 227 00:15:32.960 --> 00:15:36.270 marketing that I'm gonna be putting in practice for sweet fish media. And you 228 00:15:36.270 --> 00:15:40.440 better believe I'm going to take and package up all the lessons learned from 229 00:15:40.440 --> 00:15:44.370 this 30 day deep dive and from the books that I've read an account based 230 00:15:44.370 --> 00:15:47.890 market and tied it up into a nice little package on, like, a B M one. A 231 00:15:47.890 --> 00:15:52.700 one guide as well as a podcasting. An a b M. Podcasting. Yeah, we'll probably 232 00:15:52.700 --> 00:15:57.060 call it that. Maybe, uh, podcasting for a B m a B M. Podcasting, something 233 00:15:57.060 --> 00:16:00.320 along those lines. I'm going to come up with a guy just for that. So you can 234 00:16:00.320 --> 00:16:05.770 see our exact playbook in a in addition to seeing, uh, like an A b m one, a one 235 00:16:05.770 --> 00:16:11.090 playbook with lots of general strategy and lots of tactics in between, Um, for 236 00:16:11.090 --> 00:16:15.480 the different, uh, for the different. I don't know how to say that rhythm of 237 00:16:15.490 --> 00:16:16.450 account based marketing, 238 00:16:17.940 --> 00:16:21.890 so stay tuned for that. Also coming tomorrow, I'm going to be reviewing and 239 00:16:21.890 --> 00:16:25.680 talking about why the deep dive and how I've structured the deep dive, what 240 00:16:25.680 --> 00:16:30.270 I've learned from it, how I'm going to be tweaking it and how you can use deep 241 00:16:30.270 --> 00:16:35.020 dives to increase your own thought leadership. I've actually done deep 242 00:16:35.020 --> 00:16:38.560 ties as a way to create thought leadership for sweet fish media as we 243 00:16:38.560 --> 00:16:42.940 dive into new topics and want to create more materials and position Sweet fish 244 00:16:42.940 --> 00:16:47.740 media in some degree as a thought leader in the space of podcasting, for 245 00:16:47.740 --> 00:16:52.700 sure. But even in broader topics around B two b marketing, um, so tomorrow stay 246 00:16:52.700 --> 00:16:55.750 tuned for that episode if you want to learn more about how to use deep dives 247 00:16:55.750 --> 00:16:58.760 in your own content and what we're doing at Sweet Fish Media to kind of 248 00:16:58.760 --> 00:17:03.310 give you a behind the scenes look of how this went, why we're doing it and 249 00:17:03.320 --> 00:17:07.460 what we're going to continue doing with it in the future. So thank you for 250 00:17:07.460 --> 00:17:11.240 following me on this A B M journey, if you liked it, and I've got a number of 251 00:17:11.240 --> 00:17:15.490 you giving me feedback on LinkedIn and I love it. Please give me Give me more 252 00:17:15.490 --> 00:17:18.770 feedback on Lincoln and What did you like? What did you hate? What was mad? 253 00:17:19.140 --> 00:17:24.260 You know, in between, uh, follow me on linkedin dot com slash i n slash 254 00:17:24.260 --> 00:17:29.130 digital marketing. Dan, shoot me a message. Connect. Let's be friends and 255 00:17:29.140 --> 00:17:33.650 let me know how this series went for you. Thank you so much for joining me 256 00:17:33.660 --> 00:17:34.550 on GDP growth.