Transcript
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Yeah,
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hi everyone, welcome back to be to be
growth. I'm Olivia Hurley with sweet
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fish media and I'm joined today by
Tanya Sharma Ludovic, who is the
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marketing director at air slate. Tanya,
how are you doing today? Great and
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happy to be here today. Oh, great. Well
I'm thrilled that we get to chat Tanya,
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you have seen a lot, you have
experienced a lot, you've been in a lot
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of different seats and um one of the
things that you were telling me you
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were really passionate about is you've
noticed that people are really willing
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to jump into developing the emotional
space and experience of building a
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brand, but that you would caution that
brand development needs to be coupled
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with measurable outcomes. People who
are building brands need to understand
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how to measure it. So if we were to
start at the very beginning of this,
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when We would go to build out a brand
when somebody in a B2B company starts
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building out their brand, what do you
think they need to be measuring? You
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know, like you mentioned the exactly
right about this emotional attributes
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and his father of advertising and
marketing. David ogilvy facade that
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brand is uh you know, it's mix of bills,
emotional and rational attributes of
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the product. So definitely if brand
provokes and provokes emotions, how do
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you measure them? You know, it's
something like, you know, you say, why
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do you love something? Right? It's
about emotions and uh we're all about,
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you know, like brand delivers and uh,
you know, Love Marks is such a sad,
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definitely branch should impact your
business and in BtB, when you say like,
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what do you want to measure at the end?
You want to measure your revenue, your
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business growth, right? And when you
talk with your sales team, they don't
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want to see all of those, you know,
Love Marks, they want to see leads
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coming into the pipelines and uh, deals,
converting. So then definitely you will
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be measuring your revenue. So to
understand how that goes, you need to
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understand how strong your brand is.
And uh, first of all, we talk about
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brand awareness basically, like uh, do
your prospect, no, you out there in the
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market ocean, right? So before they
have to know you and ideally you should
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be top of mind in consideration. Like
when we say about like video chatting,
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right? You know what video chat you
would pick? A zoom? Yeah, great. That's,
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that's top of mind. So, or at least you
want to be um, in aided brand awareness,
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like, you know what video chatter
products do, you know, and you can name
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a few and you want to be on that list
after you, you get on the, at least at
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least your prospects can consider you.
Uh, So that's definitely something you
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want to measure. Uh, So getting back to
where I started, uh, you would love to
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measure your brand awareness, you know,
how, you know, on the market? Yeah,
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absolutely. So how exactly do you
propose that we measure brand awareness?
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So they will go directly to your
website, You can see that in traffic
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spikes and obviously they will be
searching uh, your brand um, over the
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internet. So you can track also brand
search uh as a parameters when we talk
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about brand awareness. It's not only,
you know, like how they know your brand,
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but also how they take your brand
further. You know, is it going through
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social media? Does it go through media
channels and on that you will be
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measuring the share of voice, basically
how much of that space your brand
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occupies comparing to your composition.
That's so helpful. So we want to be
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measuring brand awareness through
traffic spikes on the website. We want
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to be looking at how people further
their discovery of your brand through
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social channels, ultimately to end up
on that top of mind or top three on
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your mind list. So Tanya, why is it so
important to be measuring these things
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just for the business? To understand
where the growth come from? You want to
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build predictable growth. You want to
understand what channels or what
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elements of your marketing are
impacting your sales, so you can build
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that for the future. Absolutely. So I'm
curious if we could hop into the minds
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of marketers who are eager to build out
their brand, but maybe don't know as
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much about measuring these elements yet.
Why do you think marketers generally
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neglect measuring brand elements? It
could be, you know, like when you're in
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a hurry and you need to deliver number,
so you need to deliver, you know, you
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need to build its pipeline for your
sales team and you just, you know, do
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do do that, and then you're not
measuring uh in details would help you
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to build that pipeline, That could be,
you know, one marketing teams neglected,
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um might be the case uh to the
beginning of our discussion, you know,
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brand is so emotional when we go to
slack, let's say, I don't know if you
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remember they had on twitter this wall
of love where they, you know, users
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were coming and saying, you know, why
is it of slack and so on? You know, uh
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from one side, that's a great sample
and that maybe we will talk about it a
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little bit later, you know, this is
brand development driven by Product
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Lead BTB company, which is a great
example as we at Aarhus Late, you know,
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we're product lad company from United
Side, you know, how would you measure
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that laugh? Right, but still you can
measure it because you know this is
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twitter, you can measure it, you know,
a number of course you can see the, you
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know, at least you can measure an
engagement and then you can see if that
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has an impact on conversions and
further sales right? Basically, you
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know, like if you need you can go and
measure each channel performance in in
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details. Absolutely. So bringing your
market onto the channels that you can
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measure for them to have the
opportunity to share their brand
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affinity. Oh, that's that's brilliant,
yeah, absolutely. And even if you talk
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about sales, you can measure that even
if there is a sales process because you
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know when your sales team talk to
prospects, right? They know who else is
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on consideration list. They know why
customers choose you and customers can
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simply choose you because you are, you
know, on top of mind of their
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consideration list, that's, you know,
that's where marketing did a good job
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for sales folks. So I'm curious to dive
into a little bit of your experience
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and get inside your mind, what results
have you seen from measuring brand?
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It's sad, you know, like when you start
building awareness, you can see, you
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know that more users are coming to your
website, more users are searching for
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you. So if you have more traffic to
your website, basically you will have
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more leads get into sales. That's how,
you know, look at the funnel and
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measure it. I can see you know, what
activities I'm doing uh in regards to
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brand building brand development, brand
awareness and I can, you know, measure
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it at the top of the funnel and then
how we drive through the funnel in,
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watch out here. You know, like when you
run multiple activities, right? You
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have a podcast, you have youtube videos,
you have, I don't know, like press
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realist, you have conference and
luckily we are starting to have offline
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events again. So you have all of those,
you have people coming to your website
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and you, you know, you obviously
understand that because you invest
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money and you you do something, but you
cannot build relation to any of that
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particular source of users coming to
you. And uh, let's get into sales. So
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the child here, you know, to understand
if you are able to measure each channel
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separately or you just say, you know,
like, yeah, okay, I'm not doing that.
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You know, that's my investment. And I
will measure ri uh, you know, a little
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bit later, like at the end of the
quarter. So depending on your business
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model, dependent on your reporting and
how you do it within your business, you
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can understand, you can set for
yourself, girls, how do you want to
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measure it at, you know, in details or
is a bulk? I'm curious if we can go
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down a rabbit trail together for a
second as you're talking and just I'm
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curious. Um, have you ever seen a time
when measuring brand has taken away
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from the emotional experience of the
brand? Uh, you know, all of those
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tricky questions,
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I wouldn't be that concerned and I just
don't want, you know, market is to be
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really full. Uh, you know about this
going too far into emotional space,
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It's sad. Uh I must strongly believe in
product last let companies. So, you
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know, you can build all these nice
stories around the brand and then, you
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know, if product doesn't fit right, uh
it could be a rejection which could
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make a negative impact on a brand. So
even if you build emotions, they should
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go from like, you know, what needs your
product satisfy what your case is your
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product solve. And you can build
emotions on top of that layer, you know,
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and still be connected to to your
product to category. And what drove
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this product play in your um customers
life? Oh wow, well thank you for one
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explaining that to me and going down
that rabbit trail to get back on, kind
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of our main thought here. If somebody
wanted to start measuring their brand,
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what would you say is step one, What
step to kind of walk us through the
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first action items? If you just
launching your brand, you know, you can
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start from, let's say, you know, 0.0,
understand where you are in terms of,
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you know, like awareness and
recognition. Uh said uh, you know, you
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can always compare like when you grow,
when you start doing some activities,
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let's say, you know, here is june 1st
right? Our starting point. And then we
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started launching some markets and
activities like press releases, let's
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say social media, whatever channel you
choose to drive brand depending on your
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budget and your goals for your business.
You can measure at the end of the month
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and let's see, you know, if this has
increased and boost to your traffic,
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you know, if more people are coming to
your website, uh, if you have more
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leads, get into your sales team, if
there's a good leads and if those leads
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came because they know you right,
because they learned about you from
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particular channel, from activities
that you have launched. So that that
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would be probably the baseline to
understand if this works out for you as
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well, because you can build a brand,
you know, and people can know you, but
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it might not trigger any actions, right?
I know Apple and I will go and buy
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iphone and I know whatever re Apple and
I will not go and buy them, right,
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because it doesn't fit into my, you
know, space. Yeah, absolutely. Well,
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talk to me a little bit about the
downstream effects of measuring brand.
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What results could listeners expect if
they implemented what you're suggesting
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again? This is tricky question because
it depends. Where are they now? Well,
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obviously they can come to your product
because they have particular need,
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right? And you know, having that need,
they can discover your product and then
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they will be amazed by your product.
And they then they could go and
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research on the consideration stage and
go to review platforms, read about your
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product and discover it. And that's
also you know, part of brand building
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exercise, you see if there is an impact
to your traffic and definitely there
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will be an impact to understand, you
know, how big the impact should be. I
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assume it correlates with investments,
so you can start tracking and just on
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the girl, you know, by testing your
different activities and whatever you
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do, you can understand like which
activity impacts traffic, like more
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less which activity impacts leads.
Hello, But that goes, you know, further
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down the funnel. So it's very top of
the funnel, you can just understand,
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you know, like you pull triggers, you
just, you know, launch different
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activities and see, you know, how it
drives. And then you can build an
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understanding what impact it makes to
your pipeline. Absolutely. So for
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somebody trying to follow what you're
saying and somebody is now in motion of
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doing this, what's a warning sign that
they're getting it wrong? You know,
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this is a case where it's better to
start doing something and uh testing
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and experimenting than not doing
anything at all, especially in B two B
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space when, you know such where I'm
just like, you know, brand awareness
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and image and reputation, right?
They're very important to conduct the
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sales and also they help a lot to sales
team to talk to customers. You know,
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it's much easier to get to someone uh
that know you, so whatever you know,
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you start doing, just start doing and
testing and see what works in
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particular for you, for your business
and in your category, comparing on what
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your competitor is doing and here we
get to the point. You know, you should
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also go and check what competition is
doing. So you can differentiate
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yourself on the market Tony. If there
was one big takeaway you would want
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listeners to get from this episode,
what do you think it would be? I would
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encourage better be marketers to be
brave to get out and built. A brand
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Brent is uh, something uh, you know,
it's tangible and intangible. That's
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something that definitely you want your
customers to love and uh, come to you
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use your products and stay with you for
a couple of years and even more before
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doing that, just set a baseline for
yourself. How do you wanna measure it
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and just realize that you have to
measure it because you need to justify
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your investments, your spending and you
need to understand why you grow and how
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and just go out there and do it and
encourage your colleagues do it as well
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because you know, it's not only about
marketers to bring brand to the market,
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it's also on product shoulders to make
it happen. It's also on your colleagues,
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your ceo to go out there, you know, be
visible uh in social media and on
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events and in different space. Well
Tanya, thank you so much for joining me
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today and sharing so much of your
experience and insight. Where can
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people go to learn more about you and
air slate? Definitely they can go to
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link them my profile and I would be
happy to accept connections and chat
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with more marketing folks over there
and go to seriously dot com to discover
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our beautiful products portfolio. Well,
I love it. Well, thank you again for
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joining me on PTV growth. Thanks Alina.
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Yeah.
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Gary V says it all the time and we
agree every company should think of
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themselves as a media company first,
then whatever it is they actually do.
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If you know this is true, but your team
is already maxed out and you can't
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produce any more content in house. We
can help we produce podcasts for some
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of the most innovative BB brands in the
world and we also help them turn the
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content from the podcast and blog posts,
micro videos and slide decks that work
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really well on linked in. If you want
to learn more, go to Sweet fish Media
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dot com slash launch or email Logan at
sweet fish Media dot com.