Transcript
WEBVTT
1
00:00:05.360 --> 00:00:08.310
Hey there, this is James Carberry, founder of sweet fish media and one
2
00:00:08.310 --> 00:00:11.189
of the cohosts of this show.
For the last year and a half I've
3
00:00:11.189 --> 00:00:14.990
been working on my very first book. In the book I share the three
4
00:00:15.029 --> 00:00:18.910
part framework we've used as the foundation
for our growth. Here is sweetfish.
5
00:00:19.350 --> 00:00:22.620
Now there are lots of companies that
everised a bunch of money and have grown
6
00:00:22.699 --> 00:00:25.579
insanely fast, and we featured a
lot of them here on the show.
7
00:00:26.339 --> 00:00:30.579
We've decided to bootstrap our business,
which usually equates to pretty slow growth,
8
00:00:31.100 --> 00:00:34.700
but using the strategy outlined in the
book, we are on pace to be
9
00:00:34.859 --> 00:00:38.609
one of inks fastest growing companies in
two thousand and twenty. The book is
10
00:00:38.729 --> 00:00:42.729
called content based networking, how to
instantly connect with anyone you want to know.
11
00:00:43.250 --> 00:00:45.329
If you're a fan of audio books
like me, you can find the
12
00:00:45.369 --> 00:00:48.369
book on audible, or if you
like physical books, you can also find
13
00:00:48.409 --> 00:00:53.759
it on Amazon. Just search content
based networking or James carberry CR be a
14
00:00:53.960 --> 00:00:58.280
ary in audible or Amazon and it
should pop right up. All right,
15
00:00:58.439 --> 00:01:03.439
let's get into the show. Hey, everybody, Logan with sweetfish here,
16
00:01:03.560 --> 00:01:07.230
as we've been doing all month long. We continue our countdown today of the
17
00:01:07.310 --> 00:01:11.189
top twenty episodes of two thousand and
nineteen. Today's episode, coming in in
18
00:01:11.510 --> 00:01:15.629
the top five, is a conversation
within our ABM series with James Gilbert on
19
00:01:15.870 --> 00:01:23.299
some specific interesting strategies to use direct
mail within your ABM campaigns to get more
20
00:01:23.459 --> 00:01:26.420
episodes. Coming up in the countdown. Make sure you're subscribe. I do
21
00:01:26.459 --> 00:01:30.180
the show in Apple podcast or wherever
you do. You're listening. You can
22
00:01:30.219 --> 00:01:34.370
also check out the full list at
Sweet Fish Mediacom blog. Just look for
23
00:01:34.530 --> 00:01:38.290
the Hashtag Best of two thousand and
nineteen in the categories on the right hand
24
00:01:38.329 --> 00:01:42.969
side of that page. All right, everyone, I am Chris Rudy Group,
25
00:01:44.450 --> 00:01:49.040
the CEO of Sendosa. We're here
on the BAB growth podcast interview.
26
00:01:49.400 --> 00:01:53.359
That this is the ABM series.
I'm joined by James Gilbert Cloud Cherry.
27
00:01:53.799 --> 00:01:57.159
Welcome, James. Yeah, thank
you, Chris. Appreciate the introduction.
28
00:01:57.519 --> 00:02:00.549
It's fun to be on this.
Yeah, would love a little background maybe
29
00:02:01.310 --> 00:02:06.670
on what you do. Cloud Cherry
made a little background there. Yeah,
30
00:02:06.709 --> 00:02:10.430
so I'm our global head of marketing
and leading up our go to market strategy
31
00:02:10.550 --> 00:02:15.500
and we over the last six months
we've been building a really robust template and
32
00:02:16.139 --> 00:02:21.580
execution plan for our account Bass Marketing. So we've brought on a series of
33
00:02:21.699 --> 00:02:27.139
technology partners to help us identify the
right accounts and and then we use direct
34
00:02:27.259 --> 00:02:31.530
miles a huge component and channel to
make sure that we keep those personalized touches
35
00:02:31.729 --> 00:02:36.490
live. Excellent. Could you give
me a few examples of some some of
36
00:02:36.490 --> 00:02:39.770
your favorite direct mail sense? Yeah, you know, one of the first
37
00:02:39.810 --> 00:02:43.729
ones that we ever did, this
is a little bit more unique. We
38
00:02:44.169 --> 00:02:50.159
bought a bunch of Amazon echoes and
we wanted to send an Amazon Echo to
39
00:02:50.560 --> 00:02:54.599
some executive leaders that we were targeting. But we didn't want to just send
40
00:02:54.680 --> 00:02:58.439
them the echo and be like,
how, here's an echo. We wanted
41
00:02:58.479 --> 00:03:01.430
to make a really first wise and
one of the areas that we focus on
42
00:03:01.550 --> 00:03:07.909
with our product is predictive analytics.
So we all spent a weekend and we
43
00:03:07.110 --> 00:03:15.259
preprogrammed the echoes with some unique questions
that we asked and we gave a prompt
44
00:03:15.379 --> 00:03:21.500
card to the executive that said tell
us, through cloud cherry is what's customer
45
00:03:21.620 --> 00:03:24.099
experience and why should it matter to
me? And we prompted it. And
46
00:03:24.180 --> 00:03:29.169
you can do this all through the
Amazon blueprints and we sent those out and,
47
00:03:29.530 --> 00:03:32.090
oh my gosh, there's a huge
hit. That's probably one of my
48
00:03:32.250 --> 00:03:38.530
favorites because one of the calls to
action on the prompt card was, you
49
00:03:38.650 --> 00:03:40.210
know, if this impressed you,
would you be willing to give us a
50
00:03:40.250 --> 00:03:45.520
ten minutes of your time? And
if they said yes, then what it
51
00:03:45.639 --> 00:03:51.439
did is it would actually link to
the as calendar and book a meeting through
52
00:03:51.520 --> 00:03:57.030
the Amazon Echo. Wow, that
is pretty epic. It was. It
53
00:03:57.189 --> 00:04:00.469
was pretty bad, one of the
one of the coolest ones that that we've
54
00:04:00.550 --> 00:04:02.030
done, for sure, but there's
a lot of good ones out there.
55
00:04:02.669 --> 00:04:06.870
That's awesome. It's so was just
pretty orchestrated, where the a's were also
56
00:04:06.990 --> 00:04:12.099
fun, kind of following up at
a timely manner after the delivery. Yeah,
57
00:04:12.099 --> 00:04:15.460
you know, it was. It
was nice because it wasn't just marketing
58
00:04:15.500 --> 00:04:19.899
kind of doing this campaign. We
had to have of specific insights to each
59
00:04:19.939 --> 00:04:24.220
one that they were reaching out to. So we didn't just willing nearly just
60
00:04:24.329 --> 00:04:28.970
send send them a piece and preprogram
it. It was customized to each person
61
00:04:29.009 --> 00:04:31.889
that they sent it to, which
that's the personal touch. The people really
62
00:04:31.970 --> 00:04:36.730
want to see as that you've done
your homework. So we had eache tell
63
00:04:36.769 --> 00:04:42.480
us some very specific details about the
company. The conversations that they've had with
64
00:04:42.560 --> 00:04:46.439
the account expat with with the executives
and then we actually had them help us
65
00:04:46.560 --> 00:04:50.759
program them and then within the process, once they got booked on the booked
66
00:04:50.800 --> 00:04:55.670
with the calendar invite, the follow
up was was pretty simple. Once the
67
00:04:56.269 --> 00:05:00.589
Amazon Echo got to their their company, and that's when we get notified.
68
00:05:00.670 --> 00:05:03.990
Be a sales force and we would
obviously are a's would follow up just make
69
00:05:04.029 --> 00:05:06.779
sure they got it since they were
already in a conversation. So them it
70
00:05:06.819 --> 00:05:12.459
made a really seamless yeah, that
sounds awesome. Any piece of advice for
71
00:05:12.500 --> 00:05:15.300
anything that didn't go a hundred percent
right that you kind of learned from to
72
00:05:15.860 --> 00:05:18.300
kind of do better the next time? Yeah, I mean, you're only
73
00:05:18.379 --> 00:05:21.250
you can only do these things and
execute on them. Is as good as
74
00:05:21.329 --> 00:05:26.170
the data that you have. So
I think that doing a little bit extra
75
00:05:26.410 --> 00:05:30.730
homework on making sure that you have
addresses right, including you know, a
76
00:05:30.810 --> 00:05:32.410
lot of people are not going to
say no if you if you reach out
77
00:05:32.449 --> 00:05:34.129
to them and she's like, Hey, you know, I'd really love to
78
00:05:34.170 --> 00:05:39.319
send you. I think you would
you be willing to give me your guys
79
00:05:39.319 --> 00:05:43.199
as company address somewhere you're located because, especially if it's a big company,
80
00:05:43.639 --> 00:05:46.439
you can go out there and and
find out, but there's some people have
81
00:05:46.560 --> 00:05:49.110
tons of locations and tons of headquarters, so you have to I think that's
82
00:05:49.110 --> 00:05:54.230
where a lot of people make mistake, is they go off of some of
83
00:05:54.230 --> 00:05:59.670
the technologies that enrich data and give
kind of an address and they kind of
84
00:05:59.709 --> 00:06:01.550
go off of that and they send
their direct mail campaigns out and they get
85
00:06:01.550 --> 00:06:04.420
all these returns and I think you
got to do a little bit of homework
86
00:06:04.420 --> 00:06:08.899
up from to make sure that you
do have a really good address. Yeah,
87
00:06:08.899 --> 00:06:13.779
I totally agree. For this campaign. was there other Omni channel like
88
00:06:14.779 --> 00:06:18.009
targeted ads, other kind of drip
email campaigns? Was it a kind of
89
00:06:18.050 --> 00:06:24.449
a multi channel approach or was this
just a direct mail approach? So this
90
00:06:24.730 --> 00:06:29.329
this particular campaign at the only other
the only other channel that we used is
91
00:06:29.889 --> 00:06:33.600
we also found people that were not
an executive, so they'd be more of
92
00:06:33.680 --> 00:06:40.560
your influencer and researchers, and we
also sent them something as well as had
93
00:06:40.759 --> 00:06:44.160
like a nurture campaign, so we
knew that we were going to be getting
94
00:06:44.199 --> 00:06:48.790
the expansion across the account, but
the actual echo that we sent it was
95
00:06:49.350 --> 00:06:54.990
just a direct mailpiece but you know, when it comes to any channel,
96
00:06:54.990 --> 00:06:57.990
I think it's I think it's really
important to what makes direct moll even more
97
00:06:58.029 --> 00:07:03.300
powerful is it's meant to be the
personal touch of whatever additional efforts and activities
98
00:07:03.339 --> 00:07:09.379
that you're doing. You know,
so when you're doing air cover with programmatic
99
00:07:09.420 --> 00:07:13.699
ads through you know, technology like
demand based or terminus or whatever platform you
100
00:07:13.740 --> 00:07:17.370
might use, what essentially happens is
you're providing that air cover so that it's
101
00:07:17.370 --> 00:07:23.569
visible online, but then in the
conversation and with the direct my piece,
102
00:07:23.689 --> 00:07:27.810
that's the part that needs to be
really, really personalized and and be specific
103
00:07:27.970 --> 00:07:32.360
to them, because I think that
that's what gets the best return to that's
104
00:07:32.399 --> 00:07:38.480
just my opinion experience. Yeah,
I would totally agree there. Are you
105
00:07:39.319 --> 00:07:44.199
executing on these direct mail campaigns or
just with the still development team to or
106
00:07:44.279 --> 00:07:47.550
is this something that you've focused mainly
on the count executives? No, we
107
00:07:47.629 --> 00:07:50.550
did. We do it with our
SDRs as well. So they're they're heavily
108
00:07:50.589 --> 00:07:55.670
involves. So what will happen is
if an SDR books a meeting with a
109
00:07:55.709 --> 00:07:59.980
particular person at a company, they're
empowered to send a, I think,
110
00:08:00.060 --> 00:08:03.819
you know, hand written thank you
know they're also empowered to make sure that
111
00:08:03.500 --> 00:08:07.500
if they want to send a gift
that's from our swag store or the something
112
00:08:07.620 --> 00:08:11.660
unique that we have, we do
that as well. So our SDRs are
113
00:08:11.779 --> 00:08:16.250
just as empowered as the s which
is really important because if we're going to
114
00:08:16.290 --> 00:08:20.769
foster a relationship with them, we
need to make sure that the SDRs are
115
00:08:20.889 --> 00:08:26.129
fostering the relationship and can seamlessly handed
over to the AE without any real corals.
116
00:08:26.449 --> 00:08:30.360
Yeah, that makes total sense.
What about your your Customer Success Team
117
00:08:30.399 --> 00:08:33.399
Post Sales? Do you see that
there's an opportunity there as well, especially
118
00:08:33.480 --> 00:08:37.360
with kind of with account based marketing
and wanting to land and expand? Do
119
00:08:37.440 --> 00:08:41.230
you have a separate team that's focused
on kind of the expansion, or the
120
00:08:41.389 --> 00:08:48.350
CSM's also doing that? Yes,
we do our customer success team. Upon
121
00:08:48.230 --> 00:08:52.389
them becoming a customer, we send
a gift, gift basket and that gift
122
00:08:52.470 --> 00:08:56.980
basket includes some things that are clad
cherry branded, but then they're also things
123
00:08:58.059 --> 00:09:03.580
that are just useful in nature.
And then the process that we have within
124
00:09:03.740 --> 00:09:07.860
marketing is we help the customer success
team continue to nurture and, once we
125
00:09:07.940 --> 00:09:13.490
continue to nurture for those prospects through
expansion. Actually will we have certain points
126
00:09:13.490 --> 00:09:18.529
in which we send out thank you
letters, we send out specific gifts that
127
00:09:18.570 --> 00:09:22.090
are related to where they're at and
their implementation and where they're at and just
128
00:09:22.250 --> 00:09:28.960
the overall journey with us, because
it's a long road for us because customer
129
00:09:28.000 --> 00:09:33.200
experience, it takes it takes a
lot of organizational alignment and we know that
130
00:09:33.399 --> 00:09:39.429
it takes a lot of people involved
that are outside of the typical functions that
131
00:09:39.549 --> 00:09:43.230
lead it as so we also know
that those those other departments and those other
132
00:09:43.350 --> 00:09:48.110
functions, they have to be sold
on it. So we're utilizing those touch
133
00:09:48.269 --> 00:09:52.580
points as as a way for us
to just help them make it a little
134
00:09:52.580 --> 00:09:58.379
easier. Great. And as the
head of global marketing, you know,
135
00:09:58.419 --> 00:10:01.700
I know you're overseeing a lot of
different things. Do you have a dedicated
136
00:10:01.779 --> 00:10:07.929
account based marketer or who's owning kind
of the direct mail initiatives? A Cloud
137
00:10:07.929 --> 00:10:11.809
Cherry? Yeah, so we don't
necessarily have a specific person that owns the
138
00:10:11.889 --> 00:10:16.529
full process. You know, I
know a lot of people don't like marketing
139
00:10:16.570 --> 00:10:20.759
by committee, but when it comes
to direct mail campaigns, and especially ones
140
00:10:20.799 --> 00:10:26.120
that we want to do that are
really unique and cause a buzz, you
141
00:10:26.200 --> 00:10:28.399
know, we have a whiteboard meeting
and we have the whole marketing department and
142
00:10:28.559 --> 00:10:33.000
the cells cells department come in and
we talk through, you know, what
143
00:10:33.120 --> 00:10:37.789
are some things that we think cause
some buzz and we just kind of wine
144
00:10:37.870 --> 00:10:43.070
item those and then the managers and
the senior managers within marketing ultimately make the
145
00:10:43.110 --> 00:10:46.389
decision on which ones we should go
forward with based on some research that they
146
00:10:46.389 --> 00:10:52.179
also do. For example, you
know, stranger things and you know avengers
147
00:10:52.220 --> 00:10:56.860
has been a really, really big
kind of pop culture thing in the last
148
00:10:56.899 --> 00:11:01.019
six seven months, and so some
of our direct mail campaigns are going to
149
00:11:01.100 --> 00:11:05.570
be very, very specific around those. You know, we're creating like a
150
00:11:05.769 --> 00:11:11.250
comic book that's customer experience, that's
tailored to customer experience that we're going to
151
00:11:11.289 --> 00:11:15.690
be setting up with our direct mail
campaigns. And so that's that's kind of
152
00:11:15.730 --> 00:11:18.360
the approach that we take. Is
We don't necessarily do marketing by committee,
153
00:11:18.399 --> 00:11:22.440
but we certainly allow insight to come
from outside the marketing department. Yeah,
154
00:11:22.440 --> 00:11:26.840
I think that's a great piece,
is that creativity can come from a lot
155
00:11:26.879 --> 00:11:31.200
of different areas and then having getting
help execute on it just makes everything runs
156
00:11:31.240 --> 00:11:35.110
me there. So I know you
spent a little bit of your early days,
157
00:11:35.509 --> 00:11:39.990
heck, Cloud Harry, on the
marketing out side. I assume you
158
00:11:41.070 --> 00:11:45.070
know run ports, looking at Roi, all that good stuff. So we'd
159
00:11:45.110 --> 00:11:48.139
love to kind of pick your brain
in terms of how you look at the
160
00:11:48.379 --> 00:11:52.419
Roi, at data around direct bail
and what you've seen work well for you.
161
00:11:54.179 --> 00:11:58.980
Yeah, that's a great question and
you're right. Being from marketing outside,
162
00:11:58.019 --> 00:12:01.570
I'm a very analytical person who comes
to being data driven. So every
163
00:12:01.610 --> 00:12:05.649
single channel that we use within our
marketing or in cells for that matter,
164
00:12:07.129 --> 00:12:11.210
is tracked. And you know how
how we typically do that? Like we
165
00:12:11.570 --> 00:12:16.639
use attribution, an attribution company called
visible, and that allows us to tie
166
00:12:16.080 --> 00:12:20.720
some of these direct mail campaign specifically
to campaigns and sales force and a contacts
167
00:12:20.799 --> 00:12:26.039
and cells force that we send those
two and then we essentially can run those
168
00:12:26.080 --> 00:12:30.190
reports against certain channels to see which
ones are influencing and making the big simpact
169
00:12:30.269 --> 00:12:35.070
on revenue. And direct mail is
one of the one of the primary channels.
170
00:12:35.110 --> 00:12:37.230
It's in it's in our top five
channels and when you when you think
171
00:12:37.230 --> 00:12:43.470
about that to fifteen years ago direct
mail being a channel, it's almost not
172
00:12:43.590 --> 00:12:46.500
even heard of and it's manything good
comeback, and I think one of the
173
00:12:46.539 --> 00:12:50.299
reasons why it's making a comeback is
again all around the fact that people want
174
00:12:50.340 --> 00:12:56.899
more of a human and personal touch
with their interactions with businesses. Because,
175
00:12:56.259 --> 00:13:00.570
Chris, I'm sure you can relate
to this being a CEO, but you,
176
00:13:00.929 --> 00:13:05.210
you as well as many of many
of us other executives, probably get
177
00:13:05.570 --> 00:13:09.610
thousands of emails every week. So, yeah, hitching something right. And
178
00:13:11.730 --> 00:13:15.799
or how about Lias, where you
don't even know the person, you're sending
179
00:13:15.840 --> 00:13:22.639
them a specific cells pitch right?
People want more personal touches where you've done
180
00:13:22.679 --> 00:13:28.389
your homework and or try to make
the interaction and relationship with them, and
181
00:13:28.429 --> 00:13:33.669
I think direct mail really allows companies
to bring that back and I think it's
182
00:13:33.669 --> 00:13:37.070
something that a lot of people are
missing very cool. So I know you
183
00:13:37.789 --> 00:13:41.500
know your title is Global Marketing,
so I imagine you guys are doing stuff
184
00:13:41.500 --> 00:13:48.740
overseas as well. Have you experimented
with direct mail and MIA or a pack
185
00:13:48.860 --> 00:13:52.620
yet, or have most of your
ideosuative been domestic care based in the US?
186
00:13:54.500 --> 00:13:58.450
No, we definitely have, and
it's a totally different market over there.
187
00:13:58.529 --> 00:14:01.210
You have to be very careful with
what you send over there. You're
188
00:14:01.210 --> 00:14:05.490
not typically allowed to send packages,
but you are allowed to send like a
189
00:14:07.049 --> 00:14:11.159
thank you note or a personalized card
that you've hand written. Those kinds of
190
00:14:11.200 --> 00:14:18.440
things can definitely be done over there. It's even difficult to reward people with
191
00:14:18.799 --> 00:14:22.759
with gifts, and even customers that
we have over there, we sometimes can
192
00:14:22.919 --> 00:14:26.230
even deliver a gift to a customer
that we have. So you have to
193
00:14:26.269 --> 00:14:28.710
treat it in a different way and
you have to be a lot more creative.
194
00:14:30.309 --> 00:14:35.029
So we have our our a's and
our SDRs over there. They're they're
195
00:14:35.070 --> 00:14:41.139
consistently sending handwritten notes all the time
to their prospects and I would say in
196
00:14:41.340 --> 00:14:46.100
some cases that that that's enough over
there. So that's that's primarily what we've
197
00:14:46.139 --> 00:14:52.820
been learning is is the handwritten note
goes a lot further than than nothing at
198
00:14:52.860 --> 00:14:58.289
all. Yeah, one thing we're
seeing over there that's interesting is the more
199
00:14:58.330 --> 00:15:05.009
of spending the F extra creativity and
extra expense on creating really customized, unique
200
00:15:05.169 --> 00:15:09.840
boxes like, for example, a
box that looks like a laptop, it
201
00:15:09.000 --> 00:15:13.399
opens up and plays a video where
there's no monetary value, but the creative
202
00:15:13.399 --> 00:15:18.200
experience that comes from it kind of
wows that the prospect of the customers.
203
00:15:18.320 --> 00:15:24.110
So I think there's certain industries as
well where, if you get more creative
204
00:15:24.309 --> 00:15:28.669
with the the box and the form
factor and the messaging, you don't always
205
00:15:28.669 --> 00:15:33.710
need to have some kind of gift
attached to it. So true, that's
206
00:15:33.750 --> 00:15:37.059
very true. You're talking about the
ones that have like the the video that
207
00:15:37.100 --> 00:15:41.019
plays automatically when you open it up
and those kinds of things. I love
208
00:15:41.139 --> 00:15:43.500
those. Yeah, exactly. Already
seen one that's like a box that looks
209
00:15:43.500 --> 00:15:48.860
like a phone that plays a video
or a brief case that kind of folds
210
00:15:48.899 --> 00:15:54.049
out into this really cool looking like
diagram thing. So there's a bunch of
211
00:15:54.049 --> 00:15:58.129
different ways you can get creative with
the box itself that will kind of break
212
00:15:58.210 --> 00:16:00.929
through that noise and, you know, show that prospect of that customer that
213
00:16:02.090 --> 00:16:06.600
you've taken the extra effort to kind
of personalize that direct mail experience for them.
214
00:16:06.639 --> 00:16:10.600
Yeah, it's interesting because I had
a conversation with the director of marketing
215
00:16:10.679 --> 00:16:14.000
over at you two crowd this last
week and one of the things that he
216
00:16:14.159 --> 00:16:15.480
was showing me some of the direct
mail campaigns that they're doing here in North
217
00:16:15.480 --> 00:16:21.230
America with the Piniontogram. I mean, I don't know why but I that
218
00:16:21.429 --> 00:16:23.629
just was a was a coot to
me. I think it's really a matter
219
00:16:23.669 --> 00:16:29.149
of just it doesn't matter what you
send if it's sent in a really creative
220
00:16:29.190 --> 00:16:32.669
way. And I think all of
that has to do with the delivery.
221
00:16:32.980 --> 00:16:36.620
Do you just send something with with
no way of it really tying to them,
222
00:16:37.019 --> 00:16:40.460
it's probably not going to turn out
well. If you have a really
223
00:16:40.500 --> 00:16:44.379
good delivery and a good message behind
it, that's what I think leaves lasting
224
00:16:44.460 --> 00:16:48.570
impression, definitely, and I think
along with that orchestrating that so that then
225
00:16:48.690 --> 00:16:52.409
the next touch point or the previous
touch point, whether it's an automated one
226
00:16:52.409 --> 00:16:57.929
or whether it's sales taking over or
sales actually sending with marketing, just providing
227
00:16:59.210 --> 00:17:03.679
the direct mail kind of platformer or
components for that, is also a key
228
00:17:03.759 --> 00:17:08.079
component so that there's consistency and it's
not just sent in, you know,
229
00:17:08.599 --> 00:17:11.799
weighted on, but it's, you
know, very methodically followed up with.
230
00:17:12.359 --> 00:17:18.349
Yeah, exactly what else you doing? Anything else in ABM that's exciting for
231
00:17:18.430 --> 00:17:22.789
you, or any other tools or
platforms that you've, you know, seen
232
00:17:22.869 --> 00:17:26.150
work well in an abium strategy?
Yeah, I mean I kind of mentioned
233
00:17:26.230 --> 00:17:30.059
this earlier. We have terminus and
demand base that we used for our programmatic
234
00:17:30.099 --> 00:17:34.380
ads, and we're using demand based
kind of personalize the website and then we're
235
00:17:34.380 --> 00:17:40.740
using drift to kind of keep the
customization on the website. Visit where we're
236
00:17:40.819 --> 00:17:44.569
doing welcome messages with our ABM.
But we kind of take it another step
237
00:17:44.690 --> 00:17:49.609
further because we know that in some
cases you can't totally personalize the experience with
238
00:17:49.890 --> 00:17:56.289
everybody, but you certainly can buy
vertical and we have enough data with our
239
00:17:56.369 --> 00:18:00.599
text stack to identify what vertical somebody
might be coming in from from their Ip.
240
00:18:02.279 --> 00:18:07.559
So we'll actually customize a specific playbook
and tool kit around those things and
241
00:18:07.759 --> 00:18:11.359
that tool kit will come up with
like nine assets that they can go through
242
00:18:11.559 --> 00:18:17.990
that helps them get organizational alignment,
helps them prove the Rli of customer experience
243
00:18:18.710 --> 00:18:22.069
and that kind of stuff is really
really worked well for us. And then
244
00:18:22.109 --> 00:18:25.910
when we have the as nest yrs
just give that personal touch with it,
245
00:18:26.069 --> 00:18:29.339
with the direct mailpiece, it kind
of just brings it to full fruition.
246
00:18:29.500 --> 00:18:33.019
That look, we've done our homework
and we're going to do everything we can
247
00:18:33.099 --> 00:18:37.259
do empower those companies but more importantly
than ever, we're trying to drink our
248
00:18:37.259 --> 00:18:41.180
own could and that's to make sure
that we provide had a good experience for
249
00:18:41.259 --> 00:18:45.089
everybody, because I think for a
long time ABM has been kind of a
250
00:18:45.170 --> 00:18:49.210
buzz word and you know, you're
constantly talking about you know how you do
251
00:18:49.369 --> 00:18:53.450
ABM, and I think people tend
to forget that really what ABM is is
252
00:18:55.170 --> 00:19:02.279
just some more targeted and personal marketing
effort and when you take out the buzz
253
00:19:02.279 --> 00:19:04.640
word, I think that that you
can you can take more of an ABM
254
00:19:04.720 --> 00:19:08.039
approach and it's on the account.
I think a lot of people get hung
255
00:19:08.119 --> 00:19:12.109
up on that, on that particular
phrase ABM, because they just they think,
256
00:19:12.190 --> 00:19:14.589
oh my gosh, well, how
do I do it, and it
257
00:19:14.710 --> 00:19:17.750
takes so much, so much time. It really doesn't. It's just a
258
00:19:17.789 --> 00:19:21.390
matter of identifying, you know where
your focus is, what your go to
259
00:19:21.509 --> 00:19:26.700
marker strategy is, and then making
sure that your technology and your people and
260
00:19:26.819 --> 00:19:32.779
your processes can match that totally.
Or James, a run up on time
261
00:19:32.980 --> 00:19:36.259
here. So I think if I
had to take kind of three takeaways here
262
00:19:36.339 --> 00:19:41.009
from the conversation, I think one
personalization. It seems like that has been
263
00:19:41.170 --> 00:19:44.690
an amazing part of your success with
these campaigns. Is just, you know,
264
00:19:44.849 --> 00:19:48.289
focused on the personalization. It sounds
like the second piece data day to
265
00:19:48.289 --> 00:19:52.450
day to day to whether it's the
data for sending, the data for,
266
00:19:52.960 --> 00:19:56.359
you know, other types of personalization, but having a strong data strategy is
267
00:19:56.400 --> 00:20:00.240
key. And then lastly, you
know, kind of empowering the sales team
268
00:20:00.240 --> 00:20:06.400
and working together with the sales team
on these direct mail campaigns is another key
269
00:20:06.599 --> 00:20:11.029
part of the success. Yeah,
it's been fun. I've thoroughly enjoyed helping
270
00:20:11.190 --> 00:20:17.349
build an ABM model and I think
that we're seeing the fruits of the of
271
00:20:17.470 --> 00:20:22.019
the Labor. Happened a lot faster
than we anticipated and it's just it's just
272
00:20:22.220 --> 00:20:25.859
a lot I think it's a fun
Er way to new marketing. To be
273
00:20:25.980 --> 00:20:27.619
honest with you, I love it. Well, Hey, James, thanks
274
00:20:27.619 --> 00:20:33.460
again for being on the B tob
growth podcast and look forward to contain the
275
00:20:33.500 --> 00:20:37.049
conversation offline. Yeah, thanks,
Chris, thanks for having me. Appreciate
276
00:20:37.049 --> 00:20:44.210
it all right. Thank you.
Hey, everybody, Logan with sweetfish here.
277
00:20:44.490 --> 00:20:47.849
If you're a regular listener of BB
growth, you know that I'm one
278
00:20:47.890 --> 00:20:51.039
of the cohosts of this show,
but you may not know that I also
279
00:20:51.160 --> 00:20:53.079
head up the sales team here.
Is sweetfish. So, for those of
280
00:20:53.160 --> 00:20:56.599
you in sales or sales ops,
I wanted to take a second to share
281
00:20:56.680 --> 00:21:02.400
something that's made us insanely more efficient
lately. Our team has been using lead
282
00:21:02.440 --> 00:21:06.349
Iq for the past few months and
what used to take us four hours gathering
283
00:21:06.509 --> 00:21:11.190
contact data now takes us only one. We're seventy five percent more efficient.
284
00:21:11.470 --> 00:21:15.710
We're able to move faster without bound
prospecting and organizing our campaigns is so much
285
00:21:15.710 --> 00:21:21.019
easier than before. I'd highly suggest
you guys check out lead Iq as well.
286
00:21:21.380 --> 00:21:25.819
You can check them out at lead
iyeqcom. That's Elle, a d
287
00:21:26.380 -->
iqcom.