How to Book Meetings with Dozens of Target Accounts (with Your B2B Podcast)

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:04.240 --> 00:00:07.630 welcome back to be to be growth. I'm Logan Lyles with sweet fish media. I'm 3 00:00:07.630 --> 00:00:11.870 your host for today's episode and I'm joined today by Ryan kelly. He's the VP 4 00:00:11.870 --> 00:00:16.020 of Growth marketing at Domino Data Lab. He's an experienced B two B marketing 5 00:00:16.020 --> 00:00:20.280 leader. He's the author of Florence, the data scientist and her magical 6 00:00:20.280 --> 00:00:24.390 bookmobile Ryan. Welcome to the show man. Thanks Logan, excited to be here. 7 00:00:24.390 --> 00:00:28.420 And yeah, let's, let's do this. Absolutely. What we're gonna be talking 8 00:00:28.420 --> 00:00:33.760 about today is some surprising results that you and your team at Domino Data 9 00:00:33.760 --> 00:00:38.060 lab have recently seen. And basically it kind of flew in the face of this 10 00:00:38.060 --> 00:00:42.000 idea that if you have a BdB podcast and you want to feature not only current 11 00:00:42.000 --> 00:00:45.880 customers but prospective customers, decision makers at your target accounts. 12 00:00:46.240 --> 00:00:50.180 It's actually easier than people think to get those folks to say yes when you 13 00:00:50.180 --> 00:00:54.390 approach them in the right way. So tell us a little bit about what is this 14 00:00:54.390 --> 00:00:58.710 commonly held belief that's out there and what did you guys see that caused 15 00:00:58.710 --> 00:01:03.220 you to say, Hey, we actually disagree with this based on our experience. Yeah. 16 00:01:03.220 --> 00:01:08.030 I mean the one thing that comes to mind immediately is people like talking 17 00:01:08.030 --> 00:01:13.440 about themselves, right? Um, so a lot of people even introverts we've seen 18 00:01:13.440 --> 00:01:16.800 through our experience to where if like you handle my mic, you know, they'll, 19 00:01:16.810 --> 00:01:21.520 they'll open up and yeah, that that was the initial sort of like hypothesis and 20 00:01:21.520 --> 00:01:25.360 there was a lot of friction even within our space in particular, we sell and 21 00:01:25.360 --> 00:01:30.930 market to a very technical audience data scientist. Um, and that's the show 22 00:01:30.930 --> 00:01:37.940 that we focus on data science leaders. So I've often found these like internal 23 00:01:37.940 --> 00:01:41.480 memes or cliche where like technical folks don't want to talk to sales, they 24 00:01:41.480 --> 00:01:47.890 don't want to talk about themselves is just garbage and is an excuse by most 25 00:01:47.890 --> 00:01:52.480 marketers. So yeah, we haven't seen that with our show. Yeah, absolutely. 26 00:01:52.480 --> 00:01:55.060 You know, I talked to a lot of B2B marketing leaders and they're like 27 00:01:55.240 --> 00:01:58.880 Logan of course you guys that sweet fish, you can use this strategy that 28 00:01:58.880 --> 00:02:01.250 you talk about it. Sweet fish of content based networking where you 29 00:02:01.250 --> 00:02:05.340 don't just create content for your ideal buyers, but you created with them 30 00:02:05.340 --> 00:02:08.770 because one you get 1 to 1 relationships that can map to sales 31 00:02:08.770 --> 00:02:12.680 opportunities very directly. And it makes your content better because you, 32 00:02:12.690 --> 00:02:16.860 as I heard john Bernini say on a podcast last night you become a 33 00:02:16.860 --> 00:02:20.830 journalist more than a columnist because you're sourcing it from the 34 00:02:20.830 --> 00:02:24.090 people in the target market. So it actually makes your your content better. 35 00:02:24.100 --> 00:02:27.900 And they say, well, Logan is very easy to get a marketing leader on a podcast, 36 00:02:27.900 --> 00:02:30.610 all of us, marketing folks, We love talking about ourselves. We love 37 00:02:30.610 --> 00:02:34.330 talking about the customer facing stuff that we're doing. But but you guys 38 00:02:34.330 --> 00:02:37.990 right and give us a little bit of context, you guys decided to launch 39 00:02:38.000 --> 00:02:43.540 Data Science Leaders your podcast at Domino Data Lab. And what would have 40 00:02:43.540 --> 00:02:47.020 been the results? Who were the personas that you guys were reaching out to? 41 00:02:47.020 --> 00:02:49.510 What are the things that they're talking about? And what kind of 42 00:02:49.510 --> 00:02:54.940 surprised you is you guys started doing this outreach with that context? Yeah, 43 00:02:54.950 --> 00:02:58.750 Great questions. So, Data Science Leaders, we kicked around a couple of 44 00:02:58.750 --> 00:03:03.190 names for the show. A few trendy ones and some that were maybe funny or 45 00:03:03.190 --> 00:03:08.050 interesting angles, right? But we always just kept coming back to, you 46 00:03:08.050 --> 00:03:12.430 know, you have two seconds to catch somebody's attention within little show 47 00:03:12.430 --> 00:03:17.690 note or swiping through itunes or an email or on social, right. And you 48 00:03:17.690 --> 00:03:21.370 better be damn sure that they know what that show is about like within the 49 00:03:21.380 --> 00:03:26.840 title really quickly. Right. So, you know, data science leaders was actually 50 00:03:26.840 --> 00:03:31.810 a that's what we call a core persona that we sell and market to here at 51 00:03:31.810 --> 00:03:36.740 domino. There's only two others and it just made sense. Right? That's who they 52 00:03:36.740 --> 00:03:42.050 are. They are data scientists who are leading large scale teams, typically 53 00:03:42.050 --> 00:03:47.690 within Fortune 1000 Fortune 2000 organizations. And you know, that's 54 00:03:47.690 --> 00:03:51.780 that's what we went with. I love it. You guys followed one of our frameworks 55 00:03:51.780 --> 00:03:56.940 in or one of our top goals in naming a podcast is always to make it clear to 56 00:03:56.940 --> 00:04:00.440 your ideal buyer that they would want to be a guest on the show without any 57 00:04:00.450 --> 00:04:04.140 further explanation. Without reading the full description because who reads 58 00:04:04.140 --> 00:04:07.760 a full description in apple podcast of of a podcast, especially when someone 59 00:04:07.840 --> 00:04:10.430 comes out of the blue and said, hey, do you want to speak on this on this 60 00:04:10.430 --> 00:04:13.940 podcast? So tell us a little bit about some of the early results. I mean you 61 00:04:13.940 --> 00:04:18.870 guys booked in in pretty short order, a few dozen interviews got about half of 62 00:04:18.870 --> 00:04:23.530 them recorded and tell us a little bit about the timeline. Once you said, okay, 63 00:04:23.530 --> 00:04:26.610 here's the name of the show, we're gonna start running outreach. Most of 64 00:04:26.610 --> 00:04:30.360 our guests are going to be decision makers at target accounts. Um, how did 65 00:04:30.360 --> 00:04:34.260 you go about that? And what were some of the results along the way? Yeah. I 66 00:04:34.260 --> 00:04:38.470 mean, I think the first step if you're going to try to do a podcast as an A B. 67 00:04:38.470 --> 00:04:41.940 M strategy, you need to have that target account and that named countless 68 00:04:41.950 --> 00:04:45.800 ready to go right. Um, that's that's the sort of framework now, don't get me 69 00:04:45.800 --> 00:04:49.590 wrong, there's lots of goals that we have related to the podcast that are 70 00:04:49.600 --> 00:04:54.920 outside A B. M. But a b M is sort of that like P one in terms of a priority 71 00:04:54.920 --> 00:05:00.190 for a goal is to help us generate awareness within these named accounts. 72 00:05:00.200 --> 00:05:04.990 So have that list. Right. And you know, we we have that we have a named account 73 00:05:04.990 --> 00:05:10.750 list of domino um that we're already working on trying to get penetration 74 00:05:10.750 --> 00:05:14.520 into for for a long time. Right? So that that framework already existed 75 00:05:14.520 --> 00:05:20.280 here with that, that was great. The second thing is just like really I love 76 00:05:20.280 --> 00:05:24.270 a good plan, very process driven marketing leader. So how are we going 77 00:05:24.270 --> 00:05:27.870 to conduct outreach? Right. Are we going to use a third party to conduct 78 00:05:27.870 --> 00:05:31.750 the outreach to maybe give a little bit more credibility to the show or are we 79 00:05:31.750 --> 00:05:35.800 going to do it internally? Like in my mind, that's really your two options 80 00:05:35.800 --> 00:05:40.880 basically. We went to decide like, let's let's do it internally. And the 81 00:05:40.880 --> 00:05:45.040 reason we did this is because we had a really strong BDR team who's already 82 00:05:45.040 --> 00:05:51.460 pretty good at like booking meetings with, you know, the core persona data 83 00:05:51.460 --> 00:05:56.050 science leader from within these named accounts and remember their booking 84 00:05:56.050 --> 00:06:00.490 meetings trying to get somebody to take a sales call or sales demo, Right? It's 85 00:06:00.490 --> 00:06:04.440 a really tough ask, right? And, and they're still there, they're being 86 00:06:04.440 --> 00:06:09.250 successful with that. Um, and really helping, you know, t up those 87 00:06:09.250 --> 00:06:13.520 opportunities for an account executive. So it's like if they can do that, just 88 00:06:13.520 --> 00:06:18.790 imagine if you give them a much better offer, which is like Cumbia guest on 89 00:06:18.790 --> 00:06:23.600 this podcast, right? Like I'm like, yeah, like that, that you should have a 90 00:06:23.600 --> 00:06:29.770 lot higher conversion rates for, for that offer. And we did. Yeah, I love 91 00:06:29.770 --> 00:06:32.280 the way you frame that there, especially with like, hey, if you 92 00:06:32.280 --> 00:06:37.000 already have a rockstar str BDR team or even one person on that team, like 93 00:06:37.000 --> 00:06:41.080 going to them and saying, Hey, you're crushing it at this. Let me throw you 94 00:06:41.080 --> 00:06:45.110 some softballs. What do you think about this? Right? Yeah. And they are soft 95 00:06:45.110 --> 00:06:52.320 balls. They were softballs. Um, and it's, it's, we, we booked, We had to 96 00:06:52.320 --> 00:06:57.650 stop booking guests. We booked 26 guests before the show even launched. 97 00:06:57.660 --> 00:07:03.000 Um, and like, so the BDR is like, we didn't even have stuff to send them. We 98 00:07:03.000 --> 00:07:06.770 had some copy descriptions of what the show was going to be about and what 99 00:07:06.770 --> 00:07:11.490 we're going to focus on, but like They couldn't see it on itunes. Like they 100 00:07:11.500 --> 00:07:14.790 just have to take our word for it. And luckily, like we do have a good 101 00:07:14.790 --> 00:07:19.350 reputation in the space. Um, you know, we have a decent amount of awareness, 102 00:07:19.350 --> 00:07:25.220 but it just blew my mind that we were able to book like 26 guests from the 103 00:07:25.220 --> 00:07:30.040 named account list before the show even launched. And we have this killer 104 00:07:30.040 --> 00:07:34.490 backlog now that we're just working through. I love it. And I think part of 105 00:07:34.490 --> 00:07:37.630 that has to go back to what you mentioned earlier. You name the show 106 00:07:37.640 --> 00:07:42.420 around your buyer. But I mean you named it for your about your persona. So it 107 00:07:42.420 --> 00:07:46.210 was, it was super clear so that when people can't look it up on Apple 108 00:07:46.210 --> 00:07:49.340 podcasts, they don't see maybe the cover art wasn't even done. I'm sure 109 00:07:49.340 --> 00:07:52.850 for a lot of those bookings, it wasn't, there was literally nothing to show 110 00:07:52.850 --> 00:07:57.500 them other than trying to communicate really clearly that this show is about 111 00:07:57.500 --> 00:08:00.970 people just like you. And if you have that in the name, as you said, that can 112 00:08:00.970 --> 00:08:06.160 be really important to the success or failure of at least a b. M. Part. If 113 00:08:06.160 --> 00:08:10.370 that's priority one for you in launching a B two B podcast. Um, so 114 00:08:10.370 --> 00:08:14.270 tell us a little bit about from there, okay. You went to the BDR team said, 115 00:08:14.270 --> 00:08:19.920 hey, work with us on this, we're gonna give you the opportunity to hit some 116 00:08:19.920 --> 00:08:23.770 softballs. What was the process for booking? Like what were some of the 117 00:08:23.770 --> 00:08:27.560 things that you guys did that either surprised you or you would recommend? 118 00:08:27.560 --> 00:08:31.370 Hey, do this. Not that as you start this outreach start with the named 119 00:08:31.370 --> 00:08:35.309 account list. You've named the show after your ideal buyer. You start 120 00:08:35.309 --> 00:08:38.510 running outreach. What are some of those things there? Right. Yeah. I mean 121 00:08:38.510 --> 00:08:41.980 it's just like again, having those like pretty clear swim lanes and the BDR s 122 00:08:41.980 --> 00:08:45.480 new, this persona, they knew who fit this definition. Right? So there wasn't 123 00:08:45.480 --> 00:08:48.890 like they didn't need new guard rails because the guard rails were already 124 00:08:48.890 --> 00:08:52.230 established. Like they knew who the data science leaders were at these 125 00:08:52.230 --> 00:08:56.720 organizations. So start with that, right? Like really have that very 126 00:08:56.720 --> 00:09:00.900 defined guardrails of like who do you want on the show? The other thing that 127 00:09:00.910 --> 00:09:04.580 really helped was if you can get some friendlies booked in early and some 128 00:09:04.580 --> 00:09:08.730 names, right? It could just help with credibility for guests outreach. Right? 129 00:09:08.730 --> 00:09:13.980 Even though we didn't launch, we could say like, Hey, we have X, Y Z lined up. 130 00:09:13.980 --> 00:09:17.450 They're going to be the early episodes. We really want to get you in and get 131 00:09:17.450 --> 00:09:22.360 you booked. So try to get some of that external credibility early on. The 132 00:09:22.360 --> 00:09:26.360 other thing was it's all about getting the incentives right? So the BDR team 133 00:09:26.360 --> 00:09:30.640 here at Domino is essentially comped on what we call like qualified meetings. 134 00:09:30.650 --> 00:09:36.700 Um So qualified meeting is basically like is it is it within our I. C. P. If 135 00:09:36.700 --> 00:09:40.170 it's on the name of the countless, it's clearly within the I. C. P. And then, 136 00:09:40.170 --> 00:09:44.420 you know, is it that target persona? Um And then like do they show up? Right? 137 00:09:44.420 --> 00:09:48.210 And then the a basically just like scores that meeting and it counts as a 138 00:09:48.210 --> 00:09:52.300 qualified meetings. So that's how we like that's how the BDR s, you know, I 139 00:09:52.300 --> 00:09:56.950 don't love the BDR s but lots of folks in sales and SDR spdrs, you know, their 140 00:09:56.950 --> 00:10:01.580 coin operated. So that's how our coin operated machine work. So I basically 141 00:10:01.580 --> 00:10:10.020 got this cross functional alignment with our VP of GTM ups and our BDR 142 00:10:10.020 --> 00:10:16.280 director and I'm like, hey, let's just give me one BDR and like let's calm for 143 00:10:16.280 --> 00:10:20.890 the same for for podcast meetings, right? So like if the podcast meeting 144 00:10:20.890 --> 00:10:24.940 occurs and we shoot the episode, She counts as a qualified meeting. It's 145 00:10:24.940 --> 00:10:30.220 honestly in many ways better than a qualified beating. Like it's a 45 146 00:10:30.220 --> 00:10:33.900 minute show, there's like a pre call that we do with the guests, like 147 00:10:33.900 --> 00:10:39.660 they're super aware of domino and we also just learned so much about the 148 00:10:39.660 --> 00:10:44.140 account and how they think and you know, there's a lot of discovery going on 149 00:10:44.150 --> 00:10:49.020 inside it as well. So yeah, we just plugged into an existing system that, 150 00:10:49.020 --> 00:10:55.230 that was up. So the BDR, you're not like begging the BDR in terms of like, 151 00:10:55.240 --> 00:10:59.730 hey, do this outside of your main hustle. It's like this just plugs in. 152 00:10:59.740 --> 00:11:04.680 Yeah, yeah, please give us some time. Yeah. And you're, you know, pull away 153 00:11:04.680 --> 00:11:08.350 from trying to trying to hit your number. And I like what you said there 154 00:11:08.350 --> 00:11:12.050 a lot of times these, if you're doing two calls with decision makers at your 155 00:11:12.050 --> 00:11:15.730 target accounts to have them on your podcast, you're building some awareness 156 00:11:15.730 --> 00:11:20.060 brand affinity. Even though those calls aren't to qualify them and book them 157 00:11:20.060 --> 00:11:24.390 for, for a demo. Obviously they know who you guys are. They probably looked 158 00:11:24.390 --> 00:11:28.450 you up to see, hey is this company legit? Is this podcast legit, which you 159 00:11:28.450 --> 00:11:31.860 might have had to convince the monks show isn't live yet, but you're also 160 00:11:31.860 --> 00:11:34.850 doing market research, Not to mention all the content that's coming out the 161 00:11:34.850 --> 00:11:39.230 other side and how great that guest is going to feel when you got a 32nd video 162 00:11:39.230 --> 00:11:43.340 featuring their face nice and prominently and a few graphics that you 163 00:11:43.340 --> 00:11:46.970 can give to them to share on social as well. Like they have some brand 164 00:11:46.970 --> 00:11:51.630 affinity towards domino data lab throughout. And at the end of this 165 00:11:51.630 --> 00:11:55.130 experience, talk to us a little bit about some of the tactics around you 166 00:11:55.130 --> 00:11:59.750 and I have talked off line a few times about, you know what we call proactive 167 00:11:59.760 --> 00:12:04.550 booking, how to make sure you don't lose people between the pre interview 168 00:12:04.560 --> 00:12:08.910 and the recording call and some automation that you guys put in place 169 00:12:08.910 --> 00:12:12.470 to make sure that the episode actually happens. Because there is some of that 170 00:12:12.470 --> 00:12:15.590 that you want to, you want to increase your show rates just like going from 171 00:12:15.590 --> 00:12:19.800 one sales call to another. Right? Yeah, absolutely. So, I mean, again, the 172 00:12:19.800 --> 00:12:23.200 process is pretty simple, right? It's like the BDR has a cadence. They have a 173 00:12:23.200 --> 00:12:27.300 couple of steps that they use for outreach once somebody's active and 174 00:12:27.300 --> 00:12:30.810 responds favorably. And typically it's not a guess on the spot. They'll, 175 00:12:30.810 --> 00:12:33.860 they'll ask for more info and now we have the show up and can send them 176 00:12:33.860 --> 00:12:37.980 links and episodes and stuff like that. So it's, it's gotten even easier, but 177 00:12:37.990 --> 00:12:43.360 the guests area, this sounds cool. Let's do it right. Um, and the one 178 00:12:43.360 --> 00:12:46.680 caveat there, there's a lot of friction even within these enterprise accounts 179 00:12:46.680 --> 00:12:50.190 where it's like, hey, I don't know if legal is going to approve this. Like, I 180 00:12:50.190 --> 00:12:55.190 don't know like if our Pr team needs to get involved and just like objection 181 00:12:55.190 --> 00:12:58.360 handling with the B. D. Are, you should have that objection handling objection 182 00:12:58.360 --> 00:13:01.360 handling in a sale cycle. You should have that objection handling like ready 183 00:13:01.360 --> 00:13:05.280 to go for this, right? So I think that's important as well. But once they 184 00:13:05.280 --> 00:13:09.540 get over that hurdle, it's just the BDR sends a calendar invite without even 185 00:13:09.540 --> 00:13:15.030 asking what time's work basically 3 to 4 weeks out. And it's like, hey, I send 186 00:13:15.030 --> 00:13:18.050 you a calendar invite. Like if it doesn't work, just like click this link 187 00:13:18.050 --> 00:13:22.080 to move it, whatever works for you, right? Um, and they just move it and 188 00:13:22.080 --> 00:13:26.730 the host, the important thing with the host Is they block days. So let's say 189 00:13:26.730 --> 00:13:30.640 you block like Tuesdays or Thursdays from 2-5 to do these pre calls and to 190 00:13:30.640 --> 00:13:35.140 shoot the actual episodes. So the BDR knows like I'm just going to book 191 00:13:35.140 --> 00:13:39.370 meetings in that slot like 2-3 weeks out because they know they're open 192 00:13:39.370 --> 00:13:43.780 because they're blocked for this very purpose. Um, and then sometimes it 193 00:13:43.780 --> 00:13:47.020 works and they're just accept the invite or other times they just 194 00:13:47.030 --> 00:13:51.460 rescheduled using the calendar, the link. Right? So, so pretty, pretty 195 00:13:51.460 --> 00:13:57.950 straightforward process. Hey, everybody Logan was sweet fish here. If you're a 196 00:13:57.950 --> 00:14:01.680 regular listener of BTB growth, you know that I'm one of the co hosts of 197 00:14:01.680 --> 00:14:05.570 the show, but you may not know that. I also head up the sales team here is 198 00:14:05.570 --> 00:14:09.870 sweet fish. So for those of you in sales or sales ops, I wanted to take a 199 00:14:09.870 --> 00:14:14.010 second to share something that's made us insanely more efficient lately. Our 200 00:14:14.010 --> 00:14:18.110 team has been using lead I. Q. For the past few months and what used to take 201 00:14:18.110 --> 00:14:23.840 us four hours gathering contact data now takes us only one where 75% more 202 00:14:23.840 --> 00:14:28.310 efficient were able to move faster with outbound prospecting and organizing our 203 00:14:28.310 --> 00:14:33.130 campaigns is so much easier than before. I'd highly suggest you guys check out 204 00:14:33.140 --> 00:14:39.320 lead I. Q. As well. You can check them out at lead I Q dot com. That's L E A D 205 00:14:39.330 --> 00:14:47.640 I Q dot com. All right. Let's get back to the show. I love it. The one part I 206 00:14:47.640 --> 00:14:51.200 think for some people is not necessarily straightforward because you 207 00:14:51.200 --> 00:14:55.180 know, in sales and in this process of booking podcast guest a lot of times 208 00:14:55.180 --> 00:14:58.670 are like sweet, we're using hubspot meetings or chili piper or as you said, 209 00:14:58.670 --> 00:15:01.980 cal only a tool like that. And it's like sweet. We got someone on the hook, 210 00:15:01.990 --> 00:15:06.420 give them a link, make it super easy. And you and I talked about this because 211 00:15:06.420 --> 00:15:10.620 we, we've gone internally the way we book podcast guest is the exact same 212 00:15:10.620 --> 00:15:13.750 way and you guys have implemented it with your show. We do it in our sales 213 00:15:13.750 --> 00:15:17.830 process. That sweet fish. Don't wait for them to, to book a meeting. As you 214 00:15:17.830 --> 00:15:21.340 said, proactively put something on their calendar. Look at their time zone, 215 00:15:21.340 --> 00:15:24.390 right? Don't put it for six a.m. Eastern right? Or something like that. 216 00:15:24.400 --> 00:15:27.850 Give them a few weeks out and give and just say, hey, I just went ahead and 217 00:15:27.850 --> 00:15:31.190 put this on your calendar. Not completely unilaterally because you've 218 00:15:31.190 --> 00:15:34.920 already raised your hand and said, hey, I'm down for this. You put it on their 219 00:15:34.920 --> 00:15:39.350 calendar and you give them an easy way to reschedule. And what's crazy to me, 220 00:15:39.350 --> 00:15:42.750 rain is oftentimes they see like the times that they just accept it. 221 00:15:42.750 --> 00:15:45.670 Sometimes it's like eight out of 10 and then if they don't, they just 222 00:15:45.670 --> 00:15:50.380 reschedule it, right? Because if it's an email and say and you're asking 223 00:15:50.380 --> 00:15:54.320 something of them to respond and pick a time, we think that that's making it 224 00:15:54.320 --> 00:15:59.370 easy. But it actually adds another step on there part and that means more 225 00:15:59.370 --> 00:16:02.640 friction. But if it's just, hey, check and see if this is good and then hit 226 00:16:02.640 --> 00:16:06.920 except it's a little, it seems in some ways it's the same, but it's not, it 227 00:16:06.930 --> 00:16:11.210 actually will increase your show rates. And then one thing I think you guys are 228 00:16:11.210 --> 00:16:16.040 doing is from the pre interview with the host, make sure that the host 229 00:16:16.050 --> 00:16:20.530 schedules the recording call before the guest leaves that pre interview call 230 00:16:20.530 --> 00:16:24.790 because that's another conversion point that you can really get wrong if you 231 00:16:24.790 --> 00:16:27.900 don't do it that way, right? Yeah, exactly. And you're just trying to 232 00:16:27.910 --> 00:16:32.850 remove as much friction as you can and optimise your chances for successful 233 00:16:32.850 --> 00:16:37.040 conversions, right? And even this was a rock star BDR who was really good at 234 00:16:37.040 --> 00:16:40.360 booking meetings and even she was very apprehensive to just her calendar 235 00:16:40.360 --> 00:16:44.530 invites out on peoples and then like she started doing it, I'm like, just 236 00:16:44.530 --> 00:16:48.240 give us a shot. And she's like, oh my God, Ryan Yeah, it's working like this 237 00:16:48.240 --> 00:16:51.470 is awesome. And the important thing, like, like don't kick that invite for 238 00:16:51.470 --> 00:16:55.970 like a week out, right? Like nobody's calendar at, at this level Of an 239 00:16:55.970 --> 00:16:58.940 executive if you're going for is going to be free like next week. Like my 240 00:16:58.940 --> 00:17:01.940 calendar is already slammed for next week. Like there's no open slots, right? 241 00:17:01.940 --> 00:17:06.560 So if you, but if you push 23 weeks out, good chances, like it's probably not 242 00:17:06.560 --> 00:17:10.670 going to be much friction, right? Which is why you have that eight out of 10 243 00:17:10.680 --> 00:17:14.630 accepting it. And then, yeah, like at the end where they've already 244 00:17:14.630 --> 00:17:19.150 established this report with the host at the end of the pre call and you have 245 00:17:19.150 --> 00:17:22.540 that relationship, you know, five minutes. You're opening up your 246 00:17:22.540 --> 00:17:26.150 calendars. When does it work? Like all right, book it like we're done. We're 247 00:17:26.150 --> 00:17:30.250 good to go. And there's like basic automation, there's two kickback emails. 248 00:17:30.250 --> 00:17:34.600 Once there's one for the pre call, once that pre call goes out and that 249 00:17:34.600 --> 00:17:38.320 calendar invite goes out. It's like, here's what to expect for the pre call, 250 00:17:38.320 --> 00:17:42.170 here's what to do. And then same thing with the podcast booking, like the 251 00:17:42.170 --> 00:17:46.640 second like you have the booking for the actual show. Another email goes out 252 00:17:46.640 --> 00:17:51.780 with steps of what to expect for the actual show. What was really funny when 253 00:17:51.780 --> 00:17:54.660 we started doing this, we actually realized we never told people it was 254 00:17:54.660 --> 00:17:58.540 going to be on video. So I'm like, oh, we gotta add that into the automation. 255 00:17:58.540 --> 00:18:02.270 So like the first guy who shows up is like totally not prepared to do video, 256 00:18:02.340 --> 00:18:06.830 but he was a great sport and was like, all right, I'm gonna go change like 257 00:18:06.840 --> 00:18:12.720 maybe shave put on a proper shirt, um and get ready to go. So there's 258 00:18:12.720 --> 00:18:16.770 definitely going to be bumps around along the road. Yeah. And you and I can 259 00:18:16.770 --> 00:18:19.990 attest to that. I had to stop at the beginning of this recording to go get 260 00:18:19.990 --> 00:18:23.730 my dog from the other room because he was barking at the window. You know, 261 00:18:23.730 --> 00:18:26.560 those sorts of things happen. That's what makes it real, right? And that's 262 00:18:26.560 --> 00:18:31.370 why people love to consume the content because it feels real. Yeah, absolutely. 263 00:18:31.370 --> 00:18:35.940 I think it's one reason why we push back so hard against these super, you 264 00:18:35.940 --> 00:18:40.010 know, almost overproduced podcasting style because it's part of what people 265 00:18:40.010 --> 00:18:43.420 love is. You get to be a fly on the wall in the, in the conversation, 266 00:18:43.420 --> 00:18:47.290 there's a little bit of humanity. Maybe we'll find a little clip of, you know, 267 00:18:47.290 --> 00:18:51.450 if we can hear me yelling at the dog during our pre call after we had hit 268 00:18:51.450 --> 00:18:55.650 record. Well maybe we'll include that in the episode somehow here. Well, Ryan, 269 00:18:55.660 --> 00:18:58.800 if people are listening to this and they're like, okay, you know, we have a 270 00:18:58.800 --> 00:19:02.590 podcast, but we haven't been focused on getting decision makers at target 271 00:19:02.590 --> 00:19:06.940 accounts, but you know, content based networking and using the podcast as an 272 00:19:06.950 --> 00:19:11.760 A B M I think could be, could be right for us or we don't have a show yet, but 273 00:19:11.760 --> 00:19:17.600 we've been thinking about a podcast and now that we kind of see a use case here 274 00:19:17.610 --> 00:19:21.240 to go out and get decision makers from our target accounts on the show, kind 275 00:19:21.240 --> 00:19:26.630 of convince them that it's more likely more possible than maybe they were 276 00:19:26.630 --> 00:19:30.070 thinking before. What are some of the ways they might get it wrong if they're 277 00:19:30.070 --> 00:19:34.240 trying to follow your advice? Um, what are some of the potholes along the way 278 00:19:34.240 --> 00:19:37.460 that they should look out for? I mean, get it, 279 00:19:38.540 --> 00:19:44.160 get it wrong is like, it's not a, it's not a direct like legion channel, right? 280 00:19:44.170 --> 00:19:47.070 Like you're not, you're not going to be able to take these subscribers and 281 00:19:47.070 --> 00:19:52.180 listeners and like generate, you know, MQ LZ Rescue ALS or whatever it is. So 282 00:19:52.180 --> 00:19:57.100 I wouldn't necessarily go into it with that expectation. However, you know, we 283 00:19:57.100 --> 00:20:01.920 use, uh, call recording software on a lot of our sales right on like, you 284 00:20:01.920 --> 00:20:06.070 know, chorus are gone, giving those two companies to shout out, right? And like 285 00:20:06.070 --> 00:20:11.600 what you'll probably start to notice is people mention the podcast, like in, in 286 00:20:11.600 --> 00:20:15.930 those forums, right? So you can track like maybe how influential the podcast 287 00:20:15.930 --> 00:20:20.570 is on deals, but it's not, it's not a direct response channel, right? And I 288 00:20:20.570 --> 00:20:25.370 think that's important. Um, so have have the right expectations in terms of 289 00:20:25.370 --> 00:20:30.530 goal setting. Uh, and then what else getting it wrong? Like, I don't know, 290 00:20:30.530 --> 00:20:34.810 we've, we've talked a lot Logan anything else I screwed up on during 291 00:20:34.810 --> 00:20:41.660 this, during this journey. No, I think you guys nailed the show. I think if 292 00:20:41.660 --> 00:20:45.560 you don't kind of take your advice, which we're going to echo as well, 293 00:20:45.570 --> 00:20:48.810 because we've talked a little bit already about how getting the show name 294 00:20:48.810 --> 00:20:53.960 wrong could completely, you know, take you from a great response rate to a 295 00:20:53.960 --> 00:20:57.680 very low response rate. And then you could say, hey Logan, Ryan, I tried 296 00:20:57.680 --> 00:21:01.520 what you said and it didn't work and we would probably say, well, your name 297 00:21:01.520 --> 00:21:05.090 isn't clear, of course, it's not working right. And I think something 298 00:21:05.090 --> 00:21:09.710 important that you pointed out earlier is get by in an alignment from sales 299 00:21:09.720 --> 00:21:14.300 and from your BDR str team one, if you're going to get the BDR team 300 00:21:14.310 --> 00:21:18.730 involved to help with the guest booking, which I think if you frame it the way 301 00:21:18.730 --> 00:21:22.660 that you said earlier, Ryan can be extremely effective and then get 302 00:21:22.660 --> 00:21:26.780 alignment with sales on. Okay. As you mentioned the listeners, the 303 00:21:26.780 --> 00:21:30.850 subscribers. This isn't going to be a always a direct lead attribution. I 304 00:21:30.850 --> 00:21:33.720 like what you said though about having the sales team asked that question. So 305 00:21:33.720 --> 00:21:36.910 maybe that's one of the things you get alignment earlier. Hey, we're doing 306 00:21:36.910 --> 00:21:41.520 this podcast thing and there's gonna be two ways that we can see pipeline from 307 00:21:41.520 --> 00:21:46.320 this, the guest relationships. So let's map out some sort of follow up cadence 308 00:21:46.320 --> 00:21:50.740 with, with sales to add more value, not to make a direct right hook right after 309 00:21:50.740 --> 00:21:54.700 you featured them on the podcast, but also inbound leads asking that question, 310 00:21:54.700 --> 00:21:59.970 hey, have you heard our podcast and one if they haven't, sales is helping you 311 00:21:59.970 --> 00:22:04.350 get more subscribers and if they had then they're seeing the value that 312 00:22:04.350 --> 00:22:08.550 marketing is giving to them. That hey, this podcast thing is influencing 313 00:22:08.560 --> 00:22:12.230 inbound leads, right? Yeah. And there's there's so much you can do with it. And 314 00:22:12.230 --> 00:22:16.080 that's what I love about the format, right? Because it's like, yes, it's 315 00:22:16.080 --> 00:22:20.460 helping us generate awareness from the named accounts in an A B in motion. 316 00:22:20.470 --> 00:22:24.750 It's also helping us like just with general awareness and thought 317 00:22:24.750 --> 00:22:28.540 leadership in the space, right? And and building a community and building an 318 00:22:28.540 --> 00:22:34.060 audience. But the third is also the contents indication, right? Like taking 319 00:22:34.070 --> 00:22:37.740 all these clips, putting it on youtube, putting on social, like the podcast 320 00:22:37.740 --> 00:22:41.280 clips are like some of our most successful posts on social from an 321 00:22:41.280 --> 00:22:46.030 engagement perspective and then repackaging them for blogs for S. Ceo 322 00:22:46.030 --> 00:22:51.480 and putting them on the site, right? Um and then even promoting like, other 323 00:22:51.490 --> 00:22:58.510 events or offers within the podcast, right? So it's just this like, I love I 324 00:22:58.510 --> 00:23:03.720 love the format, I love the channel because you can do so much with it. But 325 00:23:03.730 --> 00:23:07.280 the one thing that we did a tough john and it's like, we want to get that 326 00:23:07.280 --> 00:23:11.460 sales alignment and it's it's still very difficult and we haven't cracked 327 00:23:11.460 --> 00:23:16.900 it exactly about how do we take the guest from the named accounts and turn 328 00:23:16.900 --> 00:23:20.120 it into an opportunity to turn into revenue? And we're still early on our 329 00:23:20.120 --> 00:23:26.220 journey there, and it's very much again, like a, like a long term play, right? 330 00:23:26.230 --> 00:23:30.170 But we're seeing we're seeing early success with it and I'm really excited 331 00:23:30.170 --> 00:23:34.590 about it. But you you you have to again have that process and have those guard 332 00:23:34.590 --> 00:23:39.580 rails because the second you drop an episode, do you necessarily want the ae 333 00:23:39.580 --> 00:23:42.450 being like, hey, do you want to take a demo? I heard you on this podcast, 334 00:23:42.450 --> 00:23:46.260 right? Like you want to, you want to think through that motion And we're 335 00:23:46.260 --> 00:23:49.770 really, we're really not trying to like being switch people, right? Like, you 336 00:23:49.770 --> 00:23:53.540 know, sure if you're interested in domino after being a guest on our 337 00:23:53.540 --> 00:23:57.300 podcast are looking on our site, like, great, great. We're happy to take it. 338 00:23:57.300 --> 00:24:02.540 And the crazy thing is we're seeing those hand raisers like through guests 339 00:24:02.540 --> 00:24:07.500 were already booking. There was a guest yeah, yeah, yeah. There was a guest 340 00:24:07.510 --> 00:24:13.920 fortune 100 brand, like big, big guy, like top of the totem pole in terms of 341 00:24:13.920 --> 00:24:20.200 the persona, who the video, I reached out and he was intrigued. He responded 342 00:24:20.200 --> 00:24:23.700 to her. It was like, hey, is this just gonna be a sales pitch? Like I don't, I 343 00:24:23.700 --> 00:24:26.720 don't want to do this. We don't have any relationship with domino. Like if 344 00:24:26.720 --> 00:24:30.290 this is just a sales ploy, like really don't want to do it. It's like, look, 345 00:24:30.300 --> 00:24:34.340 no, not at this point, we want to hear your story how you build teams your day 346 00:24:34.340 --> 00:24:39.120 to day challenges. Like what's next in data science for you? What frustrates 347 00:24:39.120 --> 00:24:42.650 you about the space? Right? So we just like hit on the core themes from the 348 00:24:42.650 --> 00:24:46.750 show and he's like, sure cool. Like I'll do it. I'll do the pre recording 349 00:24:46.750 --> 00:24:50.420 call. He does the pre recording call literally at the end of the pre 350 00:24:50.420 --> 00:24:54.350 recording call, he's like, and we barely talked about domino. He's like, 351 00:24:54.840 --> 00:24:57.320 yeah, well you guys are doing sounds like really interesting. Maybe I should 352 00:24:57.320 --> 00:25:03.480 get a demo like after this. So like the guy went and he's like, no, not 353 00:25:03.480 --> 00:25:06.950 interested, don't want to do this. He's like, does the call and then he's 354 00:25:06.950 --> 00:25:10.540 asking for a demo at the end of the pre recording call. And before we even 355 00:25:10.540 --> 00:25:15.120 launched the show, before we even do an episode, so blue blew my mind. That's 356 00:25:15.120 --> 00:25:19.400 fantastic. I mean, it just goes to show that if you genuinely go to the people 357 00:25:19.400 --> 00:25:23.670 that you, that you want your sales team to be able to sell to and you just slow 358 00:25:23.670 --> 00:25:27.500 it down a little bit and say, look, we want to build a relationship with you, 359 00:25:27.510 --> 00:25:32.230 we want to feature you, we want your expertise to be shared with this 360 00:25:32.230 --> 00:25:36.500 audience and us as a brand and us as a marketing team. We're really trying to 361 00:25:36.500 --> 00:25:40.860 be journalists and you know, not just kind of put one sided single 362 00:25:40.860 --> 00:25:44.900 perspective content out there. We do want to feature you and guess what, the 363 00:25:44.900 --> 00:25:49.250 relationship building and that brand equity happens along the way. So even 364 00:25:49.260 --> 00:25:52.970 though you say, hey, it's not a sales play, it ends up being a sales play. 365 00:25:52.970 --> 00:25:57.510 But the more we focus on the conversion, the harder it is, the less we do then, 366 00:25:57.520 --> 00:26:01.430 the easier sometimes those do actually turn into sales conversation that I 367 00:26:01.430 --> 00:26:05.420 think that that story sums it up so well. All right, you guys are doing 368 00:26:05.420 --> 00:26:09.460 some fantastic stuff with obviously the podcast, data science leaders, you guys 369 00:26:09.460 --> 00:26:13.080 wrote a Children's book is, as we mentioned, give us a little bit about 370 00:26:13.090 --> 00:26:17.400 what you and the team are up to more broadly and how people can reach out, 371 00:26:17.410 --> 00:26:20.560 stay in touch, find some of your contact, what would be the best ways 372 00:26:20.640 --> 00:26:24.990 for them to, to reach out, find out more about domino. You didn't ask it, 373 00:26:24.990 --> 00:26:28.220 but I'll ask you and give you the chance here as we rounded out today, 374 00:26:28.220 --> 00:26:31.930 man. Yeah, yeah, yeah. So, um, no thanks for having me. This is, this was 375 00:26:31.930 --> 00:26:34.930 a ton of fun. So yeah, folks can just connect with me on linkedin. That's a 376 00:26:34.930 --> 00:26:38.840 platform where I'm most active. So it should be, should be easy. There's a 377 00:26:38.840 --> 00:26:45.160 ton of Ryan kelly. So at that, at that domino uh, search term to that. And 378 00:26:45.160 --> 00:26:50.530 then what I'm up to and most excited about, we have a huge uh, annual event 379 00:26:50.530 --> 00:26:55.770 that we put on, which is again called like rev it's rev three ml apps, 380 00:26:55.770 --> 00:27:00.720 leadership conference, going to happen in person in Chicago this fall and is 381 00:27:00.720 --> 00:27:04.860 going to be awesome. We have like some amazing keynote speakers lined up. It's 382 00:27:04.860 --> 00:27:09.000 going to be a great event if you're, if you're in the space at all. And so 383 00:27:09.000 --> 00:27:13.180 check that out. There's a save the date and more info on that is, is coming 384 00:27:13.180 --> 00:27:17.210 soon. So that's the thing I'm probably most excited about and we're going to 385 00:27:17.210 --> 00:27:21.620 shoot podcast episodes at the event, right? So bring it, bring it back, 386 00:27:21.620 --> 00:27:25.750 bring back full circle, right? And as you, as we book these speakers for the 387 00:27:25.750 --> 00:27:30.120 event that were happening, Like, Hey, you want to do a 45 minute podcast 388 00:27:30.120 --> 00:27:34.310 episode while you're already here, right? And like, probably, well I know 389 00:27:34.310 --> 00:27:38.470 we'll get at least a dozen episodes in the bag. Like over the over the 23 day 390 00:27:38.470 --> 00:27:42.390 show, you guys are going to have to crank up the volume soon, going from a 391 00:27:42.390 --> 00:27:46.640 weekly show with, you know, the six month backlog that you've got a 392 00:27:46.650 --> 00:27:49.840 conversation about that. But if you, if you want to put my, my other, my other 393 00:27:49.840 --> 00:27:54.270 one thing, my, my biggest, we debated a little bit about like who the host was 394 00:27:54.270 --> 00:27:58.570 going to be, but we had somebody who was like, I think is going to, I had my, 395 00:27:58.580 --> 00:28:02.700 my pole position person early who I wanted and luckily he was bought in and 396 00:28:02.700 --> 00:28:06.870 he was super excited to do it. Guy named Dave Cole. The one thing when you 397 00:28:06.870 --> 00:28:10.600 pick, I've seen teams debate a lot about like who the host should be 398 00:28:10.600 --> 00:28:14.860 should be Ceo should be like whoever, right. If you're going internal with 399 00:28:14.860 --> 00:28:18.010 the host, it should be the person who's going to care the most, who is going to 400 00:28:18.010 --> 00:28:22.940 care the most about this thing and pick that person, right? Um, so my most 401 00:28:22.940 --> 00:28:26.310 important advice when, when selecting the host and the show name is super 402 00:28:26.310 --> 00:28:30.200 important and who you have as his host is going to be incredibly important as 403 00:28:30.200 --> 00:28:34.110 well for his success. That's such good advice, Right? And we've actually got a 404 00:28:34.110 --> 00:28:38.750 video on each of those in our B two B podcasting course, that's totally free. 405 00:28:38.750 --> 00:28:42.040 I'm gonna link to those in the show notes, you know, not directing you 406 00:28:42.040 --> 00:28:45.380 towards some paid content or anything there, but you know, if you're 407 00:28:45.390 --> 00:28:49.480 listening to Ryan and you say, hey, this, this framework for naming our 408 00:28:49.480 --> 00:28:52.870 show, we're thinking about a podcast, I need to follow that. So I see these 409 00:28:52.870 --> 00:28:57.060 response rates and I can have the same success that domino has had will link 410 00:28:57.060 --> 00:29:00.570 to that as well as picking your show host because I couldn't agree more. 411 00:29:00.570 --> 00:29:04.040 Right? I think in the video I recorded for our horses, like, don't pick, you 412 00:29:04.040 --> 00:29:08.580 know, the most charismatic, the most Oprah like, or whoever, you know, looks 413 00:29:08.580 --> 00:29:12.960 most like Jimmy Fallon or has that late night FM DJ voice. It's about who has 414 00:29:12.960 --> 00:29:17.420 the buy in, who has the passion to be able to tell these stories and is 415 00:29:17.420 --> 00:29:21.650 excited, like you're not dragging them along because things can easily 416 00:29:21.650 --> 00:29:26.270 flameout no matter how much industry knowledge they have or credibility or 417 00:29:26.270 --> 00:29:30.240 they've got that great voice is really about, are they committed to this 418 00:29:30.240 --> 00:29:33.330 because the other things will come along with it? Right? So, exactly, I 419 00:29:33.330 --> 00:29:37.830 love this, I love that you shared, kind of, your, your steps in this process, 420 00:29:37.830 --> 00:29:41.600 obviously had some great winds and looking forward to working with you 421 00:29:41.600 --> 00:29:46.520 guys in the future to really double down on those, but I think regardless 422 00:29:46.520 --> 00:29:49.850 people are going to get some value learning from your experience. Um and 423 00:29:49.850 --> 00:29:54.000 that great story of seeing content based networking, using your podcast as 424 00:29:54.000 --> 00:29:57.610 an A B and play with the guests work out really well, even when they're like, 425 00:29:57.620 --> 00:30:00.930 hey, no, no, no. So this has been fantastic. Always enjoy every 426 00:30:00.930 --> 00:30:04.550 conversation with you, man. Thank you so much for joining us on the show. Mhm 427 00:30:07.540 --> 00:30:11.770 And Sweet Fish. We're on a mission to create the most helpful content on the 428 00:30:11.770 --> 00:30:16.350 internet for every job function and industry on the planet for the B two B 429 00:30:16.350 --> 00:30:20.390 marketing industry. This show is how we're executing on that mission. If you 430 00:30:20.390 --> 00:30:23.880 know a marketing leader, that would be an awesome guest for this podcast. 431 00:30:23.890 --> 00:30:27.430 Shoot me a text message. Don't call me because I don't answer unknown numbers, 432 00:30:27.440 --> 00:30:33.920 but text me At 4074 and I know three, Just shoot me. Their name may be a link 433 00:30:33.920 --> 00:30:37.860 to their linkedin profile and I'd love to check them out to see if we can get 434 00:30:37.870 --> 00:30:39.550 them on the show. Thanks a lot.