How to Supercharge Your ABM Engagement

WEBVTT 1 00:00:05.640 --> 00:00:09.560 Welcome back to BTB Growth. I'm Dan Sanchez with Sweet Fish Media, and 2 00:00:09.560 --> 00:00:13.000 today we are continuing the journey into account based marketing, though 3 00:00:13.000 --> 00:00:18.230 with 18 episodes in I Feel Like We've Talked about everything, there is the 4 00:00:18.230 --> 00:00:22.370 talk about account based marketing and still Mawr and more Nuances, Mawr and 5 00:00:22.370 --> 00:00:28.360 Mawr. Ways to target and engage and activate a new account is coming up, 6 00:00:28.440 --> 00:00:31.710 and it's been fascinating to learn from all the thought leaders that 7 00:00:31.710 --> 00:00:35.760 practitioners and the resource is that I've been reviewing here on this show. 8 00:00:36.340 --> 00:00:40.550 One thing I want to take a break from in the learning process is to actually 9 00:00:40.550 --> 00:00:44.760 promote a methodology we've been pioneering here at sweet fish media, 10 00:00:45.240 --> 00:00:48.960 and if you've been listening to the show for a long time, you kind of know 11 00:00:48.960 --> 00:00:53.570 how it goes. James wrote the book, called Content Based Networking. Not 12 00:00:53.570 --> 00:00:58.720 content marketing, but content based networking. And really, this book is a 13 00:00:58.720 --> 00:01:03.330 fantastic outline of not how to do content marketing, but how to do 14 00:01:03.340 --> 00:01:07.500 account based marketing. It is an account based marketing playbook, even 15 00:01:07.500 --> 00:01:12.220 though it sounds like content marketing. When you hear content based networking, 16 00:01:12.220 --> 00:01:17.640 it's more on the networking than it is on the content because really it is a 1 17 00:01:17.640 --> 00:01:22.630 to 1 account based marketing type play, and it is the biggest thing that's 18 00:01:22.630 --> 00:01:27.620 driven the revenue for sweet fish media. And we've driven $3 million in revenue 19 00:01:27.630 --> 00:01:32.780 just on this strategy alone. And that's what I wanted to share with you in this 20 00:01:32.780 --> 00:01:37.710 podcast episode was how you can use a podcast like we do in order to drive 21 00:01:37.720 --> 00:01:42.740 revenue for your account based marketing initiatives going on. So 22 00:01:42.740 --> 00:01:47.720 here's a few reasons why you would want to use a podcast to do it and why it 23 00:01:47.720 --> 00:01:53.150 works so well. For starters, using a podcast to test the A B M strategy even 24 00:01:53.150 --> 00:01:56.410 if you're not implementing a B M currently is a fantastic way to start 25 00:01:56.410 --> 00:02:00.110 one. You're already doing it for content marketing, and it's easy to 26 00:02:00.110 --> 00:02:05.620 come up with a list of super small 5 10 key accounts in order to invite on your 27 00:02:05.620 --> 00:02:10.580 podcast as a guest in order to build that one with one type of engagement. 28 00:02:10.590 --> 00:02:14.740 It's a very a b m thing to do, and it works remarkably well. Hardly anybody 29 00:02:14.740 --> 00:02:17.670 says no to being on a podcast, and you might be listening to be like. Well, 30 00:02:17.670 --> 00:02:21.820 Dan, if the only reason why you're having them on the podcast is because 31 00:02:21.830 --> 00:02:25.870 you wanna because there are potential customer and they might buy from you 32 00:02:25.870 --> 00:02:30.070 someday, that's kind of it's kind of misleading. Damn if that's you right 33 00:02:30.070 --> 00:02:34.360 now and you're thinking that, Then let me tell you, even as a customer, even 34 00:02:34.360 --> 00:02:37.050 before I worked for a sweet fish and somebody asked me to be on their 35 00:02:37.050 --> 00:02:41.670 podcast and I knew they wanted to sell to me, it still worked. I still wanted 36 00:02:41.670 --> 00:02:45.090 to be on their podcast. You know, at that time I was like, I don't know if 37 00:02:45.090 --> 00:02:48.960 we're gonna buy from them or not. Maybe we do. But I still wanted to be on 38 00:02:48.960 --> 00:02:53.370 their podcast. It still adds value, even if they know that's the game 39 00:02:53.370 --> 00:02:58.320 you're playing. So, to that, I just say, like, go ahead and ask him. Yes, there 40 00:02:58.320 --> 00:03:02.920 might be like one in 100 1 and 200 who say, Hey, that's disingenuous. I can't 41 00:03:02.920 --> 00:03:05.710 believe you invited me. So far, I haven't experienced that. I've not 42 00:03:05.720 --> 00:03:09.960 experienced a single person even though we talk about it all the time. I have 43 00:03:09.960 --> 00:03:15.020 not experienced a single person giving me push back on, inviting them to be on 44 00:03:15.020 --> 00:03:20.000 a podcast even though they fit R I C P. Because we always make it about them. 45 00:03:20.000 --> 00:03:22.560 We always talk about how they're winning, and we always try to pull the 46 00:03:22.560 --> 00:03:25.850 best insights out of them for their peers. Right, So it works. 47 00:03:26.940 --> 00:03:30.330 The other thing that works so well is that even though you're using this 48 00:03:30.330 --> 00:03:34.830 primarily as an account based marketing strategy mainly to build one on one 49 00:03:34.830 --> 00:03:39.240 engagement, it also produces amazing content like it actually, you get. This 50 00:03:39.240 --> 00:03:42.880 is the only place I know of where you could do an equal amount of content 51 00:03:42.880 --> 00:03:46.510 marketing and a B M with the same amount of time. I don't know about you, 52 00:03:46.510 --> 00:03:49.930 but I'm busy, so I need to be able to double dip my time, and this is a great 53 00:03:49.930 --> 00:03:54.870 way to double dip the effort. So how do you do it? Here's our exact playbook 54 00:03:54.870 --> 00:03:57.870 and what we're currently implementing and getting better and better at, and 55 00:03:57.870 --> 00:04:01.210 I'm sure after the Siri's I'll have a whole better playbook on it. But I 56 00:04:01.210 --> 00:04:06.610 wanted to give you a sneak peek at what we're doing with podcasting in order to 57 00:04:06.610 --> 00:04:10.870 drive our own account based marketing engine. And I'm gonna use Sand Graham's 58 00:04:10.880 --> 00:04:16.130 team model in order to flush it out. So team is an acronym. It starts with 59 00:04:16.130 --> 00:04:20.160 Target and then moves on to engage them to activate and to measure. And I'm so 60 00:04:20.160 --> 00:04:23.960 what? I'm gonna use toe drive the structure of this episode. So first, 61 00:04:23.960 --> 00:04:28.280 with targeting targeting accounts, it is important if you're going to do 62 00:04:28.290 --> 00:04:31.870 account based marketing with your podcast for do just good account based 63 00:04:31.870 --> 00:04:36.460 marketing and identify the right target accounts. And as you know, from 64 00:04:36.460 --> 00:04:40.500 previous episodes that goes down, it could be a simple Is you coming up with 65 00:04:40.500 --> 00:04:47.150 10 to 100 different accounts that are your ideal customer profile? Your i C p 66 00:04:47.160 --> 00:04:50.720 right. So you can sit down with your sales team and be like, what are the 67 00:04:50.720 --> 00:04:54.350 best customers? And if you have multiple products and different the 68 00:04:54.350 --> 00:04:58.130 sales units and stuff, you could just kind of pick one tow, launch it off 69 00:04:58.130 --> 00:05:03.340 with and get started that way and come down with some really strict criteria. 70 00:05:03.350 --> 00:05:07.700 Toe Who is the best? What kind of companies would we love to do business 71 00:05:07.700 --> 00:05:10.680 with that we currently aren't doing business with. And we know they're not 72 00:05:10.680 --> 00:05:13.450 working with our competitors, and even if they are, you might want to add them 73 00:05:13.450 --> 00:05:17.640 to the list. So come up with that list in the second part is you need to find 74 00:05:17.640 --> 00:05:21.610 their contact information. You need a way to reach out to them, and from 75 00:05:21.610 --> 00:05:24.860 there it's not. It's just not that hard. I usually just use LinkedIn, right, And 76 00:05:24.860 --> 00:05:28.000 you could do this with an Excel sheet. Even if you have your whole contact 77 00:05:28.000 --> 00:05:31.500 list, you can use your CRM. That would probably be better, but it doesn't have 78 00:05:31.500 --> 00:05:34.550 to be that complicated. You could literally come up with an Excel sheet 79 00:05:34.560 --> 00:05:38.550 and just logged them all. Log 10 and Excel sheet if this is your first time, 80 00:05:39.040 --> 00:05:43.270 and just have a few columns for the different parts that I'm gonna outline 81 00:05:43.270 --> 00:05:47.410 to you in the next step, which is engaged. So we just covered Target. The 82 00:05:47.410 --> 00:05:51.190 next part of the team model is engage. Even if you have your list, you gotta 83 00:05:51.190 --> 00:05:54.480 move to engage at some point, right. You they have to know about you and the 84 00:05:54.480 --> 00:05:58.410 way we get get in front of people just by inviting them onto the podcast. So 85 00:05:58.410 --> 00:06:02.470 there's a few different steps to that. There is guest outreach, so you have 86 00:06:02.470 --> 00:06:05.430 your contact information already, so it's actually reaching out to them. 87 00:06:05.430 --> 00:06:07.960 You're in their contact information. Could just be there, linked in profile. 88 00:06:07.970 --> 00:06:11.200 You could just shoot them a message. That's what Ideo, um, some people do 89 00:06:11.210 --> 00:06:14.530 are very successful using Twitter DMC. If you know they're active on Twitter, 90 00:06:14.540 --> 00:06:18.050 if not, then finding their email and there's multiple places you could go 91 00:06:18.050 --> 00:06:21.240 and buy their their work email from where you could just kind of figure out 92 00:06:21.240 --> 00:06:23.790 what their email is based on their companies. Domain name. And you know 93 00:06:23.790 --> 00:06:28.640 it's first dot last or first initial last, or if it's a small company that 94 00:06:28.640 --> 00:06:33.650 just first name right. We all kind of know how company emails work and then 95 00:06:33.650 --> 00:06:38.380 shooting them a message, usually a really simple message. No more than 3 96 00:06:38.380 --> 00:06:43.340 to 4 sentences, something the lines along the lines of high first name, so 97 00:06:43.340 --> 00:06:47.830 that you were doing this cool stuff that I noticed for X Y Z Corp would 98 00:06:47.830 --> 00:06:51.730 love to talk to you about it on our podcast interested? Of course, it 99 00:06:51.730 --> 00:06:55.130 always helps if you can customize it a little bit if you've known them. If you 100 00:06:55.130 --> 00:06:59.030 know who they are and you've seen them do some cool stuff, tell them about it. 101 00:06:59.040 --> 00:07:01.910 They're gonna be more likely to reply if you mentioned something that you've 102 00:07:01.910 --> 00:07:04.880 noticed on their profile or that they've posted about recently, 103 00:07:04.890 --> 00:07:08.620 especially if it leads to what you would like to interview them about. And 104 00:07:08.620 --> 00:07:14.270 there on the on the podcast itself. I've had people reach out to me before 105 00:07:14.270 --> 00:07:17.740 and say like, Hey, I noticed you're killing it in a B and C Would you like 106 00:07:17.740 --> 00:07:21.280 to talk about one of those on our podcast? And I'm like, Yeah, I love 107 00:07:21.280 --> 00:07:25.160 talking about be Let's talk about that. Eso There's a couple different ways to 108 00:07:25.160 --> 00:07:29.030 do it, but keeping it simple, Askey keeping it simple and short and quick 109 00:07:29.030 --> 00:07:33.150 to the point after the reply. Then you have to move on to the second step. So 110 00:07:33.150 --> 00:07:36.960 that was the first step is guest outreach. Second step is scheduling, 111 00:07:37.440 --> 00:07:40.370 and that's a simple is just shooting the McAllen Lee Link. I love Callin Lee. 112 00:07:40.370 --> 00:07:43.140 It just makes everything simpler and It doesn't have to be callin They could be 113 00:07:43.140 --> 00:07:46.560 Whatever appointment scheduling tool you use actually use Hub spot now. But 114 00:07:46.570 --> 00:07:50.720 callin Lee works great just to get it on your calendar. And then you have to 115 00:07:50.720 --> 00:07:54.290 do a pre interview and I recommend a pre interview while you could. I 116 00:07:54.290 --> 00:07:57.520 Sometimes I do my interviews and pre interviews all in one meeting. If 117 00:07:57.520 --> 00:08:01.060 you're doing account based marketing to the fullest extent that it can't be 118 00:08:01.060 --> 00:08:03.640 done in podcasting, you definitely want to do a pre interview because it's more 119 00:08:03.640 --> 00:08:07.020 face time. Like if you get to meet with them twice than that's just more time 120 00:08:07.020 --> 00:08:10.460 you get to spend together. That's more trust that's more timeto share how 121 00:08:10.460 --> 00:08:14.220 things were going like even I did an interview today. I just jumped off in 122 00:08:14.220 --> 00:08:19.540 interview, actually with Amber Bogey. And she was We were just catching up 123 00:08:19.550 --> 00:08:22.250 from the last time we had talked only a couple of days ago from our pre 124 00:08:22.250 --> 00:08:27.270 interview right, and so that more face time means you can build more 125 00:08:27.270 --> 00:08:33.890 relationship with your guest, a k a. Your ideal buyer s. Oh, that's the 126 00:08:33.890 --> 00:08:37.020 third step. The four step is having the interview after you have the pre 127 00:08:37.020 --> 00:08:39.730 interview and you kind of walk through all the steps and things that you're 128 00:08:39.730 --> 00:08:42.640 gonna talk about in your interview, you have the actual interview and the 129 00:08:42.640 --> 00:08:46.510 interview split up into three different parts. There's the pre interview before 130 00:08:46.510 --> 00:08:49.210 you start recording where you kind of brief them like, Hey, remember, this is 131 00:08:49.210 --> 00:08:51.570 what we're gonna talk about This. What we discussed in the pre interview is 132 00:08:51.570 --> 00:08:54.190 the points. Hopefully you've had some time to meditate on the question. Is 133 00:08:54.190 --> 00:08:57.910 there any questions you have for me now? Okay, I'm gonna push. I'm gonna push 134 00:08:57.910 --> 00:09:01.630 record. And here's what you can expect. And then you push record and you move 135 00:09:01.630 --> 00:09:04.130 on to the second part of the interview, which is the interview itself. And then 136 00:09:04.130 --> 00:09:07.840 you stop recording and have the post interview, right? Which is just kind of 137 00:09:07.840 --> 00:09:12.470 wrapping things up, answering any last questions, saying thank you multiple 138 00:09:12.470 --> 00:09:17.300 times, you know, and ultimately making them feel like a rock star for sharing 139 00:09:17.300 --> 00:09:21.740 and giving their expertise on your podcast. Right? Because again, this is 140 00:09:21.740 --> 00:09:25.040 about building relationships more than it is about creating good content that 141 00:09:25.040 --> 00:09:29.350 hopefully you're creating both. So the next part after that is just sending a 142 00:09:29.350 --> 00:09:33.170 thank you email just following up with them quickly with a quick email saying, 143 00:09:33.170 --> 00:09:35.630 Hey, just wanted to mention again, Thank you so much for joining me. I 144 00:09:35.630 --> 00:09:40.690 really love what you had to say about X again. We'll reach out to you when the 145 00:09:40.690 --> 00:09:45.180 episode goes alive. Bam! Another touch point again. It's all about increasing 146 00:09:45.180 --> 00:09:49.320 touchpoints, right building trust. And then, of course, the second thank you 147 00:09:49.330 --> 00:09:53.910 around when the episode actually goes live. And, of course, if you above and 148 00:09:53.910 --> 00:09:56.890 beyond you have some assets to make it easy for them to share with their face 149 00:09:56.890 --> 00:10:00.790 on it, right, because they're the star of the episode and making it easy. And 150 00:10:00.790 --> 00:10:07.130 that's how we do engagement in this whole A B M podcasting model, right? So 151 00:10:07.130 --> 00:10:10.780 we've done all our work and engaging them, and I promise, if you only do 152 00:10:10.780 --> 00:10:13.770 that and don't even move on to the activate stage, you will build 153 00:10:13.770 --> 00:10:18.910 relationships faster and with more ideal buyer's than you could imagine on. 154 00:10:18.910 --> 00:10:22.210 Of course, this could either fit into what you're already doing with account 155 00:10:22.210 --> 00:10:25.360 based marketing. If you have all this fancy stuff with Terminus or demand 156 00:10:25.360 --> 00:10:28.400 base or success going on. And, you know, you're you've got the one too many 157 00:10:28.400 --> 00:10:32.620 Wonder if you if you just mix this into that, it'll work. Fantastic. Or you 158 00:10:32.620 --> 00:10:36.840 could do this solo, and it will work. Justus. Well, okay, so but let's move 159 00:10:36.840 --> 00:10:41.360 on to the third step of account based marketing, which is toe activate. And 160 00:10:41.360 --> 00:10:44.830 this is a question we get from our own customers all the time. Like Okay, Like, 161 00:10:44.840 --> 00:10:48.070 great. We had the interview. We made them look awesome. We thank them 162 00:10:48.070 --> 00:10:52.430 multiple times we with the episode went live. Like, when do we get to sell to 163 00:10:52.430 --> 00:10:55.810 them? Right. And that becomes the hard part because you're like, Well, I don't 164 00:10:55.810 --> 00:10:58.900 wanna, like, just finished the interview would be like, Okay, so are 165 00:10:58.900 --> 00:11:01.980 you in the market for this, right? It's gonna feel like a bait and switch, and 166 00:11:01.980 --> 00:11:04.800 you don't want them to feel like that And truly like, we wanna be good human, 167 00:11:04.810 --> 00:11:09.140 decent humans. Right? And even if you don't have any sales conversations, 168 00:11:09.140 --> 00:11:12.410 chances are they're gonna find out what you do. You probably have some ads in 169 00:11:12.410 --> 00:11:15.860 the podcast about yourself. They're gonna ask about it even if you do 170 00:11:15.860 --> 00:11:19.780 nothing, a lot of these people will turn into customers, but we still wanna 171 00:11:19.780 --> 00:11:24.900 have a strategy for activating them. We still wanna have a specific best route 172 00:11:24.900 --> 00:11:29.260 you could go or best path you could take in. Orderto get the right people 173 00:11:29.270 --> 00:11:32.920 into your sales pipeline if they're ready. So here's what we do. A sweet 174 00:11:32.920 --> 00:11:38.180 fish media in orderto activate, Um, guess into customers. First step is 175 00:11:38.180 --> 00:11:41.360 actually takes place in the interview itself, and you have to qualify the 176 00:11:41.360 --> 00:11:45.150 guest during the interview process. You can actually do it live in the 177 00:11:45.150 --> 00:11:49.110 interview where just in the Post interview on I actually like to ask a 178 00:11:49.120 --> 00:11:54.640 multiple questions, some of which are good for me to know for just market 179 00:11:54.640 --> 00:11:57.960 research. But some of them are actually buying indicators, right? And we all 180 00:11:57.960 --> 00:12:01.440 have those questions that we can ask that, like the answer to those from our 181 00:12:01.440 --> 00:12:06.950 customers or our deal, customers will indicate to us that they're in the 182 00:12:06.950 --> 00:12:10.300 market for what we're selling for me. I like to ask people like what they're 183 00:12:10.300 --> 00:12:13.240 doing in a B M because again, podcasting, the way we do podcasting is 184 00:12:13.240 --> 00:12:16.760 so good for a B M or what they're going on in their content marketing, right? 185 00:12:17.140 --> 00:12:20.740 If there If, for example, they're not into blogging and they're not doing a B 186 00:12:20.740 --> 00:12:23.870 M, the chances are they probably don't wanna buy a podcasting Services like 187 00:12:23.870 --> 00:12:27.960 what sweet fish offers, right? So you could fit, sneak in a few questions 188 00:12:27.960 --> 00:12:31.210 into the episode, even make them rapid fire questions. All your guests answer. 189 00:12:31.220 --> 00:12:35.280 And that creates good content because some of those questions might be things 190 00:12:35.280 --> 00:12:38.300 there appears. Want to know? Um, or you could do it in the Post interview. If 191 00:12:38.300 --> 00:12:41.180 the content isn't is good enough for the interview. And you could just do 192 00:12:41.180 --> 00:12:43.880 like, hey, we you just tell them. Hey, we like to do some market research 193 00:12:43.880 --> 00:12:46.850 after every single podcast. Trust me, they're going to say yes and be like, 194 00:12:46.850 --> 00:12:49.420 I'm just gonna ask you some rapid fire questions. Just give me a short 195 00:12:49.420 --> 00:12:53.520 response so we could do this research and then But you have to actually use 196 00:12:53.520 --> 00:12:57.030 it for research just to say to qualify them and not do research. And it 197 00:12:57.030 --> 00:13:00.580 actually is a great way to do firsthand research, which is another episode for 198 00:13:00.580 --> 00:13:04.360 another time, so I think we've covered it before. Podcast is a great way to do 199 00:13:04.360 --> 00:13:08.480 original research with all your guests. But I still sneak in a few qualifying 200 00:13:08.480 --> 00:13:12.250 questions just to see if they're in the market. If I find out they're qualified 201 00:13:12.250 --> 00:13:16.160 and it kind of fits into three categories from there, right, if they 202 00:13:16.160 --> 00:13:18.890 answer the questions and I'm like, Oh, yeah, they're in the market, they're a 203 00:13:18.890 --> 00:13:23.380 good fit. Now there's I have, ah, create a segment for those guys. I have 204 00:13:23.380 --> 00:13:26.950 a segment for future fit people that I'm like they might be interested 205 00:13:26.950 --> 00:13:29.940 someday. They're probably not gonna be interested in the next couple months, 206 00:13:29.940 --> 00:13:33.440 though. That's fine. I put him in a future fit segment. And then there's 207 00:13:33.440 --> 00:13:37.420 some people. This is kind of rare if you've done a good job in creating the 208 00:13:37.420 --> 00:13:40.500 account list. But there's always gonna be a few people just based on the 209 00:13:40.510 --> 00:13:42.930 interview and then the base. The way they answer the questions, you're like, 210 00:13:42.930 --> 00:13:45.640 Yeah, this is a no go there. They're never gonna be interested. Or maybe we 211 00:13:45.640 --> 00:13:48.350 don't even want to work with this person like this. This was not a fun 212 00:13:48.350 --> 00:13:51.380 interview. We want to stay far away from people like this. You know what 213 00:13:51.380 --> 00:13:55.770 those those people are, what those things are for you like what kind of 214 00:13:55.770 --> 00:14:00.660 account do you want to stay far away from is just a important. Today's 215 00:14:00.660 --> 00:14:05.440 episode is sponsored by Lincoln. Did you know over 62 million decision 216 00:14:05.440 --> 00:14:09.370 makers are on Lincoln? It's the reason why I and a ton of other B two B 217 00:14:09.370 --> 00:14:14.580 marketers spend hours marketing on Lincoln every week. In fact, recently, 218 00:14:14.580 --> 00:14:17.960 I just pulled the report that informed our team had sweet fish that Lincoln 219 00:14:17.960 --> 00:14:22.560 had produced three times. Thea count of new customers in the last 90 days than 220 00:14:22.560 --> 00:14:27.650 the next lead source. Three times guys. It was a lot. There is not a better 221 00:14:27.650 --> 00:14:32.370 platform to research your key accounts. Find the exact people you want to 222 00:14:32.370 --> 00:14:37.620 connect with and actually engage them in a variety of meaningful ways. Do 223 00:14:37.620 --> 00:14:42.830 business where business is done. Get a $100 advertising credit toward your 224 00:14:42.830 --> 00:14:48.270 first Lincoln campaign. Visit Lincoln dot com slash GDP growth Lincoln dot 225 00:14:48.270 --> 00:14:54.780 com slash btb Growth terms and conditions apply on so you have that 226 00:14:54.780 --> 00:14:58.100 third segment, and this is what I do with each of the segments, depending on 227 00:14:58.100 --> 00:15:01.380 which one they fall into, based on how they answer the questions in the 228 00:15:01.380 --> 00:15:05.210 interview. First is the for the people that fit and I feel like are in the 229 00:15:05.210 --> 00:15:10.030 market. I pushed them to a value driven consultation. So maybe, like a week 230 00:15:10.040 --> 00:15:14.660 after we pushed the episode live and thank them for that I'll follow up with. 231 00:15:14.670 --> 00:15:20.320 I like to send a bomb bomb video in the email and says, Hey, I noticed you 232 00:15:20.320 --> 00:15:23.710 mentioned such and such and such and such during their interview based on 233 00:15:23.710 --> 00:15:26.070 these two questions, and I wanted to give some ideas to that. I thought this 234 00:15:26.070 --> 00:15:29.590 might be helpful to you and then give my best advice and content, which 235 00:15:29.600 --> 00:15:33.400 usually is to start a podcast because of this and this and this, they said. 236 00:15:33.410 --> 00:15:35.990 And then I just shoot him over the email and be like, Hey, if you'd like 237 00:15:35.990 --> 00:15:40.270 to talk about it more schedule time with me in the link below, you know, So 238 00:15:40.270 --> 00:15:44.150 that becomes Consul Tate of selling, and that's the way to get them onto the 239 00:15:44.150 --> 00:15:48.840 sales path. So that works out well for us. There's different ways to do it 240 00:15:48.840 --> 00:15:53.840 like a friend of mine, is a Children's book author and sells people on and to 241 00:15:53.840 --> 00:15:57.880 me, you know, to me he's been on the show. He sells people on creating a 242 00:15:57.880 --> 00:16:01.670 Children's book for themselves, or he sells those services. So he has people 243 00:16:01.670 --> 00:16:05.850 that want to leave a legacy. Entrepreneurs usually, and asked them 244 00:16:05.850 --> 00:16:08.800 like, Hey, if you were to ever write a kids book, what would it be about? It 245 00:16:08.800 --> 00:16:11.070 would be about that. And then he follows up a couple of weeks later with 246 00:16:11.070 --> 00:16:15.070 the cover art for that exact book and then moves on to a sales conversation 247 00:16:15.070 --> 00:16:18.750 about whether they'd like to work with him to make that book of reality right. 248 00:16:18.750 --> 00:16:21.750 So that's like his way of doing it. Although I think offering a 249 00:16:21.750 --> 00:16:26.010 consultation, offering advice and then a consultation is probably the one that 250 00:16:26.010 --> 00:16:29.600 fits with most people listening to this show right now. So that's the people 251 00:16:29.600 --> 00:16:33.240 that fit. The second segment is future fit right? What do you do with the 252 00:16:33.240 --> 00:16:38.410 people you know aren't ready to buy now, but probably will be someday? I like to 253 00:16:38.410 --> 00:16:41.370 put them in the queue for a second collaboration and in fact, that. I 254 00:16:41.370 --> 00:16:45.220 think the second best collaboration you could do with them after you've had 255 00:16:45.220 --> 00:16:50.120 them as a guest on the podcast is to do Ah, blah ground up. You know, it's very 256 00:16:50.120 --> 00:16:53.100 tried and true way to get a lot of people to speak in tow. One piece of 257 00:16:53.100 --> 00:16:57.310 content you could take your last 10 or 15 guests and have them all contribute 258 00:16:57.310 --> 00:17:01.150 to 11 blogged. Asked them all the one question. Get them all back on Zoom 259 00:17:01.150 --> 00:17:05.740 because again facetime matters and then have them all. Make the contribution. 260 00:17:05.740 --> 00:17:08.329 Have your blogged writers take all their answers and put it into the block 261 00:17:08.329 --> 00:17:12.240 post with their name on it and then put them all together. Publish it. Tell 262 00:17:12.240 --> 00:17:15.050 them all about it. Not only is this just good content because they're all 263 00:17:15.050 --> 00:17:17.319 going to share it, some people might link to it, cause now it's good, 264 00:17:17.319 --> 00:17:21.390 valuable thought, leadership peace, having them altogether. But you've just 265 00:17:21.390 --> 00:17:25.480 increased. You've given them MAWR exposure. You've made them feel like a 266 00:17:25.480 --> 00:17:30.910 rock star twice now, so it's just a great way for you to continue to build 267 00:17:30.920 --> 00:17:34.020 that relationship with them. So that's what I like to do with the future fit 268 00:17:34.020 --> 00:17:37.660 is just continue building the relationship and the block post of the 269 00:17:37.740 --> 00:17:40.460 the roundup Block Post is probably the second best thing you could do, though 270 00:17:40.460 --> 00:17:44.210 there's many, many more. Somebody who does this really well is narrative 271 00:17:44.210 --> 00:17:48.290 science. Um, the guys you're coming up with. Interesting reports that so you 272 00:17:48.290 --> 00:17:52.210 don't have to look at dashboards all the day. They have collapse all the 273 00:17:52.210 --> 00:17:56.400 time, whether it's webinars or e books or block posts are great at getting 274 00:17:56.400 --> 00:17:59.800 their prospective buyers to do collab with them all the time. And they do 275 00:17:59.800 --> 00:18:02.620 podcasting, too. And I know it's working for them. The last step. It's 276 00:18:02.620 --> 00:18:06.820 for the people that do not fit. And for those those air easy, you finish the 277 00:18:06.830 --> 00:18:09.420 episode recording, you think them You let them know when the episode goes 278 00:18:09.420 --> 00:18:12.260 live and you just you just never follow up with them again. You just close them 279 00:18:12.260 --> 00:18:16.450 down on the account list market in your Excel sheet or your CRM is that not a 280 00:18:16.450 --> 00:18:20.290 good fit? And then you let that account die, and that's okay. So for the last 281 00:18:20.290 --> 00:18:27.080 step in the team model is measure right, and this is pretty straightforward 282 00:18:27.080 --> 00:18:30.640 since you're doing this on a 1 to 1 basis. Unless you're a daily show like 283 00:18:30.640 --> 00:18:33.880 B two B growth, you're not doing this with a ton of accounts you're doing. 284 00:18:33.880 --> 00:18:36.410 This is probably a small handful of accounts. Ones that are the most 285 00:18:36.420 --> 00:18:40.510 valuable to you are ones you are most excited to build a relationship with. 286 00:18:40.520 --> 00:18:44.040 So you have those. And then there's a few things that I like to measure. Is 287 00:18:44.050 --> 00:18:47.900 the target list conversion rates? So we like to measure from every stage of 288 00:18:47.900 --> 00:18:52.290 like, they're on the list, too? Did they get scheduled to an interview? Did 289 00:18:52.290 --> 00:18:57.120 they show up to the interview? Did they from the interview? Did they get put in 290 00:18:57.120 --> 00:19:00.080 one of the three buckets? Right? And I measured the conversion rates from each 291 00:19:00.080 --> 00:19:04.170 point right? I like to measure from the whole a countless that we're doing with 292 00:19:04.170 --> 00:19:08.050 our podcast. What is it contributing to our pipeline? What percentage of 293 00:19:08.050 --> 00:19:12.190 pipeline is this? A B M strategy contributing right now? And then, Of 294 00:19:12.190 --> 00:19:16.260 course, what is the total amount of revenue being generated from the 295 00:19:16.260 --> 00:19:20.230 podcast? A. B M. Because it's our primary way of doing business. It's 296 00:19:20.230 --> 00:19:23.500 always gone really well for us. We're actually now just starting to offset it 297 00:19:23.500 --> 00:19:27.240 with things like linked in marketing and other avenues for our podcast and 298 00:19:27.240 --> 00:19:30.480 other other channels were activating now. But this has been a primary driver 299 00:19:30.480 --> 00:19:33.560 for our company because this is our main thing. This is our gig. This is 300 00:19:33.560 --> 00:19:37.790 our our main way of doing business and helping our customers do business. So 301 00:19:37.800 --> 00:19:41.890 naturally it would be the biggest driver for our revenue. And that's it. 302 00:19:41.890 --> 00:19:46.980 That is the full team model. And how to utilize a podcast for your account 303 00:19:46.980 --> 00:19:51.940 based marketing strategy from targeting, engaging, activating and measuring. And 304 00:19:51.940 --> 00:19:55.760 I'll tell you what it is a heck of a lot more fun to go and meet everybody 305 00:19:55.760 --> 00:19:59.600 face to face. As a marketer, it's way more fun to record the episodes and 306 00:19:59.600 --> 00:20:04.050 meet them all. Um, but it's also more insightful because I get to hear our 307 00:20:04.050 --> 00:20:07.540 customers talk about what they're passionate about. I feel like I'm 308 00:20:07.540 --> 00:20:10.870 getting informed and just kind of informing my own intuition as a market 309 00:20:10.870 --> 00:20:13.910 or all the time, because I'm constantly having conversations with the customers 310 00:20:13.920 --> 00:20:17.510 on the podcast as well as like LinkedIn and all those kinds of things, but it's 311 00:20:17.510 --> 00:20:21.080 the one on one conversations that are the most insightful to me, especially 312 00:20:21.080 --> 00:20:27.440 with the original research. So if you are interested in this, please tell me 313 00:20:27.440 --> 00:20:30.900 about it. Find me on LinkedIn. And even if you don't become a sweet fish 314 00:20:30.900 --> 00:20:35.560 customer like find me on LinkedIn at Lincoln dot com slash i n slash digital 315 00:20:35.570 --> 00:20:39.880 marketing Dan on I will ask to answer any questions you have about this 316 00:20:39.880 --> 00:20:44.410 process. If there's anything you want to know, I would try to do my best to 317 00:20:44.410 --> 00:20:48.570 shoot you, as many like bomb bomber Loom videos on LinkedIn to help you 318 00:20:48.570 --> 00:20:52.500 understand this strategy because I think it is the one of the best 319 00:20:52.500 --> 00:20:56.380 marketing strategies I've ever come in contact with. And I've tried lots of 320 00:20:56.380 --> 00:20:59.440 different channels, lots of different strategies and techniques for utilizing 321 00:20:59.440 --> 00:21:03.020 all these all these things. And this is why I work here in Swedish media when I 322 00:21:03.030 --> 00:21:07.110 discovered this model is like I have to get into this full time working with it, 323 00:21:07.120 --> 00:21:12.430 and it has been the ride of a lifetime. It is so much fun and so much and so 324 00:21:12.440 --> 00:21:16.290 impactful for the business as well as even my own personal brand here. I'm 325 00:21:16.290 --> 00:21:19.940 sitting here talking to you now that I promise you will not regret 326 00:21:19.950 --> 00:21:25.190 implementing a podcast to meet with your ideal customers. So find me on 327 00:21:25.190 --> 00:21:28.420 LinkedIn. If you want to see what it's like to work with Sweet Fish Media, 328 00:21:28.420 --> 00:21:33.190 then set up a meeting with us. Go to sweet Fish media dot com and just click 329 00:21:33.190 --> 00:21:37.200 the schedule a call button or link that's all over the Web site so you 330 00:21:37.200 --> 00:21:41.300 can't miss it and set up a time with us and we could talk about it. We can see 331 00:21:41.300 --> 00:21:45.780 if we are a good fit for each other, and we will be the first to tell you if 332 00:21:45.780 --> 00:21:49.360 you are not a good fit, we would be happy to recommend you to a competitors, 333 00:21:49.370 --> 00:21:53.860 whether it's downmarket or up market. Um, if you want really, really high end 334 00:21:53.860 --> 00:21:57.260 podcast production or if you want to try to figure out how to get by with 335 00:21:57.260 --> 00:22:01.110 just your in house team, don't know, talk to us anyway. We will point you in 336 00:22:01.110 --> 00:22:04.030 the right direction, or just come find me on LinkedIn and I will help you 337 00:22:04.040 --> 00:22:08.540 troubleshoot any little piece. Whether it's what microphone should I buy, or 338 00:22:08.550 --> 00:22:12.170 what do you say to customers to get them on your podcast? Or what about in 339 00:22:12.170 --> 00:22:15.840 this situation with this type of customer? Would you still recommend 340 00:22:15.840 --> 00:22:18.770 using a podcast? If so, how would you do it? Those are the kinds of questions 341 00:22:18.770 --> 00:22:21.950 I answer on LinkedIn all the time. Shoot me a d m come by me 342 00:22:24.040 --> 00:22:28.250 and sweet fish were on a mission to create the most helpful content on the 343 00:22:28.250 --> 00:22:32.810 Internet for every job, function and industry on the planet. For the B two B 344 00:22:32.810 --> 00:22:36.850 marketing industry, this show is how we're executing on that mission. If you 345 00:22:36.850 --> 00:22:40.360 know a marketing leader, that would be an awesome guest for this podcast. 346 00:22:40.370 --> 00:22:43.900 Shoot me a text message. Don't call me because I don't answer unknown numbers, 347 00:22:43.910 --> 00:22:50.630 but text me at 4074903328 Just shoot me. Their name may be a link to their 348 00:22:50.630 --> 00:22:54.460 linked in profile, and I'd love to check him out to see if we can get them 349 00:22:54.460 --> 00:22:56.060 on the show. Thanks a lot