Transcript
WEBVTT
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Want to expand the reach of your
content, start a podcast, feature industry
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experts on your show and leverage the
influence and reach of your guests to grow
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your brand. Learn more at sweetfish
MEDIACOM. You're listening to be tob growth,
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a daily podcast for B TOB leaders. We've interviewed names you've probably heard
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before, like Gary Vander truck and
Simon Senek, but you've probably never heard
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from the majority of our guests.
That's because the bulk of our interviews aren't
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with professional speakers and authors. Most
of our guests are in the trenches leading
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sales and marketing teams. They're implementing
strategy, they're experimenting with tactics, they're
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building the fastest growing BTB companies in
the world. My name is James Carberry.
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I'm the founder of sweet fish media, a podcast agency for BB brands,
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and I'm also one of the cohosts
of this show. When we're not
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interviewing sales and marketing leaders, you'll
hear stories from behind the scenes of our
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own business. Will share the ups
and downs of our journey as we attempt
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to take over the world. Just
getting well, maybe let's get into the
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show. Welcome back to be tob
growth. I'm Logan lyles with sweet fish
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media. I'm joined by my good
buddy James carberry here at sweet fish.
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This is another episode in our behind
the curtain series. James, how you
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doing today, man, I am
I'm awesome. Man. So just got
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back from inbound yesterday. Late last
night, was actually on a flight with
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Jennifer Gardner, one of the speakers
and obviously, you know, wildly famous
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actress, but saw her at wallburger. She ordered like right behind me at
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Wallburger, so it was like posting
about it on Instagram was like, oh
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my gosh, Jennifer Garner's eating wallburger
right in front of me. And then
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I go back to my gay and
she getting on my flight. I was
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like, oh my gosh, she's
sitting eight rose in front of me on
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my flight back to Orlando. Was
Awesome. So yeah, I'm still riding
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the high of my almost Jennifer Gardner
experience because I didn't quite have the guts
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to go up and talk to her. I was going to say you're almost
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encounter. You've been doing a lot
of traveling, so that's somewhat of a
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highlight. At least. Awesome man. Well, speaking of your trip to
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inbound, you and I were talking
a little bit offline during Guy Tano's presentation
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at inbound. In one of the
sessions there was a question pose and a
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little bit of discussion on quantity of
content for people who aren't themselves a media
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company. For you, whether you're
assass company, a Tech Company, a
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services company, an agency, what
is the role of quality and quantity in
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the amount of content that you put
out? So doing give folks a little
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bit of context into the discussion there
and then we can dive into the so
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so we were there filming Guy Tano's
session. He's a tonto's a cohost of
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BB growth and we had a chance
to go up to Boston to record his
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session and at the end of his
session he was taking questions from folks in
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the crowd and and somebody asked.
They said, you know, hey,
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Guytana, you've just shared this awesome
case study on how you guys grew sales
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hacker by four hundred and twenty six
percent and led to the company getting acquired.
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But you guys are a media company, so you kind of have an
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excuse to produce all this content that
ended up driving all this traffic. You
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know, we're just a B TOB
SASS company. If we produce that much
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content, you know, wouldn't our
customers? Wouldn't our you know, prospects
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just be like Whoa, hold on, like this is way too much content.
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You can't do this. So it's
basically saying because you're a media company,
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you have permission to create a lot
of content, and I just fundamentally
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disagree with that statement. Not I
don't know if this guy actually believe that.
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It came across as though he was
kind of setting Guy Tano up to
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to make a point that I hear
Gary v talk about a lot, which
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is, regardless of what industry you're
in, whether you're selling insurance or you
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are a plumber or you are selling
be Tob Sass, you should think of
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yourselves as a media company first and
whatever you do second. So we're trying
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to do this with this show,
with BB growth. We we have a
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series on the show called why podcasts
work. But Ninety five percent of our
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content, pably, ninety eight percent
of our content. Honestly, it has
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nothing to do with Beb podcasting,
which is our business and what we sell.
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It has to do with like growth
and marketing and things that are buyers
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are interested in. And so yes, we have media in our title,
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but we're, you know, for
the longest time, up until we've started
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doing these collective shows and truly are
becoming a media company, owning the content
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ourselves, we were a service provider, but we were acting like a media
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company. We named our show beb
growth, not the BEB podcasting show or
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not the sweet fish show, because
we want to provide tangible value to the
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people consuming this content. And I
think when you, if you are a
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SASS company listening to this, think
about what what type of content is valuable
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to your buyer person are you selling
to attorneys? Are you selling to small
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business owners? Are you selling to
doctors? Really dissect that buyer persona and
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become a media company that serves that
specific persona. And when you do that,
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I don't think you can create too
much content. I know a lot
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of people push back on that and
say, oh no, you're going to
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sacrifice quality when you put out volume, but I just don't think that's the
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case. I think there are lots
of proven frameworks out there, like what
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we're doing with content based networking,
where you can just interview your ideal buyers
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about their challenges, the things they're
learning, how they're growing, and just
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like this show is super valuable to
a lot of marketers because we interview marketers
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every day talking B tob marketers,
talking about how they're learning, what they're
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growing, what they're experimenting with.
In the same way, that can work
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across any industry, and so we're
seeing that play out with, you know,
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the industry and manufacturing podcasts. The
BB sales showed the cybersecurity podcasts that
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we're about to launch. Craft and
culture like this doesn't just work in our
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space, it works across the board
and but I think it takes a fundamental
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shift in your mindset to say we
no longer are assass company. First we
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are a media company. First we
put out incredible content that serves our audience.
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Then we're as SASS company, and
it's that something, obviously something that
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I didn't come up with myself.
That something Gary v Preaches all the time,
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but I think that mindset is what's
allowed us to do content the way
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that we do it here at sweet
fish and see the results that we're seeing
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because of it. Yeah, absolutely, Man. There are two things that
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I think of and what you were
just saying. They both come from stuff
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that I've heard from Gary V or
recently. One is, you know,
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volume helps you iterate on the quality
that much faster. Right, if you're
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only you know, kind of we're
ringing our hands and we're thinking about what.
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We're going to launch a podcast,
it's got to be perfect, or
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we're doing a video series, it's
just got to be perfect, then who
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is determining what's quality? In that
scenario? It's you and your team,
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because that's only place that you have
to give feedback on because you're spending so
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much time debating over the quality.
And so it's only subjective. And so
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what I hear Gary Talking about a
lot is listening to the market. Well,
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you can't listen to the market and
hear what they say. I'm this
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is quality to me unless you're putting
out quantity. And so if you do
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it right, obviously there's ways to
do quantity with without quality, and that's
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not what we're saying to do.
But if you do quantity, then you
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can have that feedback loop to increase
the quality and not just increase you know
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quality subjectively. That's going to win
you advertising awards or marketing accolades or a
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pat on the back from from your
internal creative team, but a pat on
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the back from your customer saying Hey, we want more of that, and
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now you can go in that direction
and follow the market. The other thing
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I'm thinking about is I was listening, I think it was, one of
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the episodes on the Gary v Audio
experience where it's inside the Ford s sessions,
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and I absolutely love those episodes,
man, because the Qa that he
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gives are usually where the tactical advice
comes right, because if you listen to
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someone who puts out as much content
as Gary, you know what his five
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big ideas are. Those sorts of
things that these ups and yeah, I
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think it was. I might be
getting the specifics wrong, but I think
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you can still get the idea here. I think it was a local attorney
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and they realize that, hey,
if we build relationships with first responders,
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firefighters, paramedics, those sorts of
folks, then we can will get the
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referral business of the folks that we're
trying to reach in our local law practice
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and this idea of being a media
company doesn't have to be do more podcast
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episodes or do more blog posts,
like think outside the box, and Gary
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was like, well, I bet
the firefighters have an annual like softball league.
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What if you became the one who
filmed that and like put it on
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facebook live and became the sponsor of
that event and, more created something like
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the Thanksgiving Day football game, right, firefighters versus police officers. So as
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I love to your point there,
don't necessarily think about media in just the
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traditional sense of, you know,
the podcast or blog post, or think
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outside the box, like creating your
own event and then doing media around that
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event that you create. I thought
that was brilliant when I heard it.
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Yeah, absolutely, just go to
where they are, think of you know,
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and it comes to understanding your buyers, not just in why did they
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buy our product and service, but
what does their day look like? What
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traditions do they have? What are
some of the things that where you could
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put yourself into their world or where
you could, you know, put yourself
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into your into their world and host
the party, as Gary be talks about,
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like put yourself in their world,
host the party, and now you
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have people coming to you and you
build those relationships and you create content that
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they actually care about that has nothing
to do with your your product or service,
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and so I think being a media
company can mean a lot more things
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than what people initially think on it. Yeah, totally as much as Gary
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says that. I'm sure there are
folks listening to this that don't consume nearly
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as much gary as you and I
do, and so I just wanted to
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take this opportunity to use our platform
to beat this over people's heads that you
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are not whatever you think you do. If you want to be effective in
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marketing in a two thousand and nineteen
environment, you are a media company first,
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then you are whatever it is that
you do, and I think that
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shift in your mindset is going to
unlock a lot, a lot of really
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good things. Absolutely, Man,
I think this has been a great conversation.
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I love those, those specific examples
and, like we said, it
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doesn't matter if you're, I think
I heard Gary say, I don't care
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if you're A, you know,
seventy five year old attorney. You should
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be experimenting with Tick Tock Right now. Think outside of the box and hopefully
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this is given folks a few ways
to potentially do that and go from there.
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So, James and I would love
for folks to connect with us.
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Obviously we're very active on Linkedin.
You can look us up there. We're
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also have been trying to up our
game on instagram lately, especially if you
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like these episodes where we're sharing a
little bit more behind the curtain here at
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sweetfish, what we're doing, how
we're building our company, what we're thinking
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about for for us and with the
marketers that we're talking to on a regular
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basis. Check us out, give
us a follow there. James is simply
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at James Carberry. On instagram,
I'm at I am Logan Lyles. That's
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the only social media platform I'm not
at Logan Lyles and it's really bugging me.
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But anyway, that's where you can
find us. James. Thanks so
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much, man. I appreciate you
unpack in this conversation that that you heard
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take place at endowing excited for the
next one. We totally get it.
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We publish a ton of content on
this podcast and it can be a lot
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to keep up with. That's why
we've started the BTB growth big three,
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a no fluff email that boils down
our three biggest takeaways from an entire week
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of episodes. Sign up today at
Sweet Phish mediacom big three, that sweet
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phish Mediacom Big Three