How to Test an ABM Strategy without Fancy Software

WEBVTT 1 00:00:05.440 --> 00:00:09.550 Welcome back to BB growth. I'm Dan Sanchez with Sweet Fish Media, and 2 00:00:09.550 --> 00:00:13.910 we're continuing the journey into account based marketing after a week of 3 00:00:13.920 --> 00:00:18.610 episodes and interviews. It's becoming very fun to learn about the ins and 4 00:00:18.610 --> 00:00:22.040 outs of this, and that's only just beginning. And I am excited to learn 5 00:00:22.050 --> 00:00:27.350 today from Cody Ward, who is the senior director of demand. Gen. At CA Nexium. 6 00:00:27.840 --> 00:00:31.530 Thanks for joining me on the show today, Cody. Thanks for having me, Dan Cody 7 00:00:31.530 --> 00:00:35.190 with somebody that James referred to me because he had published recently a 8 00:00:35.200 --> 00:00:39.470 nice light deck about a account based marketing campaign that had some pretty 9 00:00:39.480 --> 00:00:42.660 phenomenal results. I was just looking at the pipeline generated. I was like, 10 00:00:42.670 --> 00:00:46.560 Oh, this is looking good. So that's the case study I've been wanting to jump 11 00:00:46.560 --> 00:00:52.500 into and talk to you about Cody. So as we look at it like, can you give us an 12 00:00:52.500 --> 00:00:57.440 overview really quickly about co Nexium and about what you guys were trying to 13 00:00:57.440 --> 00:01:00.620 accomplish broadly. And then we can jump into, like, how this specific 14 00:01:00.620 --> 00:01:05.760 campaign got started. Why, it was something that you even considering, as 15 00:01:05.760 --> 00:01:09.940 opposed to other marketing methodologies. Yeah, absolutely. s okay. 16 00:01:09.940 --> 00:01:14.910 Nexium is a software solution for manufacturers. And distributing our 17 00:01:14.910 --> 00:01:19.410 distributors primarily be to be and what we do is was actually pretty 18 00:01:19.410 --> 00:01:24.380 simple. We help automate their business processes and specifically their sales 19 00:01:24.380 --> 00:01:30.080 order and invoice purchase. And we help free up their customer service and 20 00:01:30.080 --> 00:01:33.830 their sales teams to focus in and really grow their business. And the way 21 00:01:33.830 --> 00:01:40.900 we do that is by taking manual tasks like opening email purchase orders and 22 00:01:40.900 --> 00:01:44.710 dot and, you know, do manual entry and putting those into an ear piece system. 23 00:01:44.720 --> 00:01:50.250 Um, and all we do is is way. Turn that into data we put it into, you know, 24 00:01:50.260 --> 00:01:54.780 their business rules and basically push it into their ear piece system in real 25 00:01:54.780 --> 00:01:59.600 time with 100% accuracy and our big differentiators, it's completely 26 00:01:59.600 --> 00:02:04.650 touchless. So our touchless orders are basically turn into touches that they 27 00:02:04.650 --> 00:02:08.110 could put on their customers or that give back to their inside sales and 28 00:02:08.110 --> 00:02:12.480 their customers success team that reallocate however they want. And so 29 00:02:12.490 --> 00:02:17.820 it's a great opportunity for any manufacturer in in any distributor Thio 30 00:02:17.830 --> 00:02:24.130 digitize and become a modern business in 2021. Okay, And how did you get into 31 00:02:24.130 --> 00:02:26.610 account based marketing. Was it something you've kind of been doing for 32 00:02:26.610 --> 00:02:30.180 a long time? And it just recently adopted a more modern practices in a B 33 00:02:30.180 --> 00:02:35.970 M? Or did you do like, an overhaul at some point? And what led do you doing 34 00:02:35.970 --> 00:02:41.690 that? Yeah s Oh, this is this is my fourth company, fourth SAS company that 35 00:02:41.690 --> 00:02:46.980 focused on on B two B customers and the account based marketing kind of, You 36 00:02:46.980 --> 00:02:51.630 know, definition in term is an interesting one, because because you're 37 00:02:51.630 --> 00:02:54.990 going after businesses anyways, right? Like you're doing account based 38 00:02:54.990 --> 00:02:58.640 marketing. You're doing B two b marketing. Those are those are your 39 00:02:58.640 --> 00:03:02.870 only customers. And so, from a marketing perspective, what a B A means 40 00:03:02.870 --> 00:03:09.320 to me is a connected and targeted go to market approach that all of the 41 00:03:09.320 --> 00:03:13.200 functions of your business can can do it the same time. And in that 42 00:03:13.200 --> 00:03:19.860 alignments and attack together is for me the difference between what sales 43 00:03:19.860 --> 00:03:24.260 and marketing we're doing separately before and what a really account based 44 00:03:24.260 --> 00:03:29.130 marketing play is because I don't believe that marketing can run in a B m 45 00:03:29.140 --> 00:03:33.450 play by themselves. And I also don't believe that that sales, they'll scales 46 00:03:33.450 --> 00:03:37.660 could do it in a silo. It's interesting. I feel like parts of it have been done 47 00:03:37.660 --> 00:03:41.240 for a long time. Remember studying even just sales letters and copyrighting? 48 00:03:41.240 --> 00:03:44.660 And it seems like people are doing it 100 years ago, even to manufacturers, 49 00:03:44.660 --> 00:03:47.910 right? You know, manufacturing steel. And they're like, Well, we have a 50 00:03:47.910 --> 00:03:52.110 better way of processing. You were iron or wherever we have this stuff we can 51 00:03:52.110 --> 00:03:55.930 add to it, but they're doing. They probably have 100 list of 100. 52 00:03:55.930 --> 00:04:01.360 Manufacturers are doing direct mail back then, right? Eso miking aware some 53 00:04:01.360 --> 00:04:05.390 of it has changed about the modern marketing practices. It becomes so 54 00:04:05.390 --> 00:04:09.550 abundant that it was always hard toe take these mass marketing approaches or 55 00:04:09.560 --> 00:04:12.910 even just content marketing and trying to map it specifically to key accounts. 56 00:04:12.910 --> 00:04:16.870 Right? I think that's it. It's all about personalization and the 57 00:04:16.870 --> 00:04:21.519 experiences that you can create at scale. So it seems like the company 58 00:04:21.519 --> 00:04:24.130 you're working for now has always been working with target accounts. Is that 59 00:04:24.130 --> 00:04:28.940 right? Right. Was there any difference you did in approaching those targeted 60 00:04:28.940 --> 00:04:33.070 accounts that you refine it more narrowly or as you came under the 61 00:04:33.070 --> 00:04:38.300 company was their demand within the company to move toe like a stronger 62 00:04:38.300 --> 00:04:41.470 account based marketing approach? Or is it just kind of like slowly evolved 63 00:04:41.470 --> 00:04:45.550 over time? Well, I think the fun thing about our companies is the stage of 64 00:04:45.550 --> 00:04:50.530 growth we're in right now. When I joined on the same day I joined our 65 00:04:50.530 --> 00:04:55.020 head of sales ops are ahead of business development and our head of sales 66 00:04:55.020 --> 00:05:00.160 enablement joined kind of on the same day. And so those four pillars of 67 00:05:00.160 --> 00:05:04.740 revenue, we naturally got close and started working together. And so it 68 00:05:04.740 --> 00:05:09.590 just became natural to go to market together. Not to say that there wasn't, 69 00:05:09.600 --> 00:05:14.640 uh, you know, previous campaigns that had flavors of integrated sales and 70 00:05:14.640 --> 00:05:19.400 marketing. But to get truly integrated, you really need everyone to be on the 71 00:05:19.400 --> 00:05:25.410 same page and to create a new process. And so what we did is we We identified 72 00:05:25.420 --> 00:05:29.030 the right accounts, kind of treated it like an experiment. And then we said, 73 00:05:29.030 --> 00:05:32.880 Well, what what is a campaign? And let's include not just messaging and 74 00:05:32.880 --> 00:05:36.710 positioning. Let's include not just advertising, but really think through 75 00:05:36.710 --> 00:05:41.880 the outbound side. Think through how we're enabling the a east to understand 76 00:05:41.880 --> 00:05:46.080 what we're doing ahead of what we're doing when we're doing it. And it's a 77 00:05:46.080 --> 00:05:51.300 have all of those things deliver the same message so that it seems seamless 78 00:05:51.300 --> 00:05:55.390 to the receiving end of it. So they heard the same thing and it started to 79 00:05:55.390 --> 00:05:59.610 resonate so we could hit him across multiple channels. Okay, so in the 80 00:05:59.610 --> 00:06:03.260 beginning, there's the three of you and you're like you probably all came to 81 00:06:03.260 --> 00:06:06.190 the conclusion like, Hey, they're already targeted accounts. Let's just 82 00:06:06.200 --> 00:06:10.540 work more systematically and work together on it, which just makes sense. 83 00:06:10.550 --> 00:06:14.160 Exactly. Did you just take the existing accounts for like Okay, well, it looks 84 00:06:14.160 --> 00:06:16.930 like they were already going after these accounts. Or did you kind of like, 85 00:06:16.930 --> 00:06:20.150 have a period of like, Wait, let's make sure these are the right accounts first? 86 00:06:20.160 --> 00:06:23.460 Or did you just continue on with those accounts that they already pursuing? 87 00:06:23.940 --> 00:06:30.060 Well, both. But we we looked at it strategically, and we brought everyone 88 00:06:30.060 --> 00:06:34.290 in to kind of give us guidance, right. So from really top down, we started 89 00:06:34.290 --> 00:06:38.670 thinking about all of our accounts and which ones had the had the greatest 90 00:06:38.680 --> 00:06:44.520 opportunity for us to have a conversation with them now. And so, you 91 00:06:44.520 --> 00:06:47.530 know, we met with our heads of sales and our executive team and kind of 92 00:06:47.530 --> 00:06:51.300 asked them the question. We served up a framework and said, You know, we're 93 00:06:51.300 --> 00:06:55.030 able to do all of this from a capabilities in an execution standpoint. 94 00:06:55.040 --> 00:06:59.740 Where do you want us to start? And so So they basically said, Well, here's 95 00:06:59.750 --> 00:07:03.640 you know, if they're a brainstorming session, here's the dream list of all 96 00:07:03.640 --> 00:07:06.960 of the different groups of accounts. And what message we can deliver the to 97 00:07:06.960 --> 00:07:10.620 them now. And and we said, All right, we're going to start with one. We're 98 00:07:10.620 --> 00:07:15.020 gonna do this experiment. We're going to create a personalized experience and 99 00:07:15.030 --> 00:07:19.100 dry and drive people to it with messaging that is Onley relevant to 100 00:07:19.100 --> 00:07:24.850 those accounts we grabbed and then we measured it, and quickly we saw, well, 101 00:07:24.850 --> 00:07:28.700 back, back up a little bit back up. I'm like, there's so many details and just 102 00:07:28.700 --> 00:07:32.580 like all everything, you just we gotta pick it apart. So you started with one 103 00:07:32.580 --> 00:07:36.450 account, right? So that's kind of cool like you just you came up with a dream 104 00:07:36.450 --> 00:07:40.310 list and, like anybody could do that right now, Any B two b market to be 105 00:07:40.310 --> 00:07:43.980 like Yeah, but what one customer? What? You just, like kill the have and you're 106 00:07:43.980 --> 00:07:46.120 not sure if they're in market. But, you know, they're not working with your 107 00:07:46.130 --> 00:07:49.840 competitors, right? Or maybe they are. I don't know. So it's anybody could do 108 00:07:49.840 --> 00:07:52.940 a test. We just want to make it a customized experience. I don't know if 109 00:07:52.940 --> 00:07:59.040 that's enough to prove that it works, is it could be a win. And for other 110 00:07:59.040 --> 00:08:02.840 reasons, I almost wonder if one was enough. But it is interesting that you 111 00:08:02.840 --> 00:08:07.420 just picked one to go after aan den. So you pick the one. What are some of 112 00:08:07.420 --> 00:08:10.550 those? What? How do you How did you change the messaging to go after the 113 00:08:10.550 --> 00:08:16.850 one? So to go after the one, we basically got all the context of what 114 00:08:16.850 --> 00:08:21.230 was unique about them, like they're they're unique situation. And we got 115 00:08:21.230 --> 00:08:25.700 that from, you know, the person who works with them the most are a in our 116 00:08:25.710 --> 00:08:30.700 customer success manager. And our goal with that first one was up selling 117 00:08:30.700 --> 00:08:35.480 cross sell. And so we we met with them and created a program and an experience 118 00:08:35.480 --> 00:08:40.100 that that we could really affect that and measure it s so were they already 119 00:08:40.100 --> 00:08:44.900 an existing customer that you were trying to Upsell? So clarification R A 120 00:08:44.900 --> 00:08:50.650 B M strategy started off with a 1 to 1. A one, a few in a one to many approach. 121 00:08:50.650 --> 00:08:54.560 We were already doing one too many. And so we said, Let's start with one toe, 122 00:08:54.560 --> 00:08:59.070 one in one, a few, the one the one we identified one account, and that 123 00:08:59.070 --> 00:09:04.630 account was a customer up sell play. The one a few was was a group that we 124 00:09:04.630 --> 00:09:08.850 met with our executives and said, Go after those that that larger list of 125 00:09:08.850 --> 00:09:14.560 about 800 accounts. So one the one with the existing customer. It's kind of a 126 00:09:14.560 --> 00:09:17.640 nice way. Thio dip your toes in because you already know a lot about because 127 00:09:17.640 --> 00:09:20.550 you're talking about their current a current customer. Easy to set that case 128 00:09:20.550 --> 00:09:25.910 up. How to go with the one you said you did the one too few. Next. How many are 129 00:09:25.920 --> 00:09:31.070 you like? Is a few 10? Or is it like 300? Well, it was about 800 was our 130 00:09:31.070 --> 00:09:34.850 first was our first few And that's where we really started to move the 131 00:09:34.850 --> 00:09:40.760 needle. Thanks. So with those 800 how did you get the data? You need to do 132 00:09:41.240 --> 00:09:44.330 customized marketing for them, because with your customer, you know them 133 00:09:44.340 --> 00:09:50.080 pretty well already. And 808 100. A lot. Thio, learn about manually. Which means 134 00:09:50.080 --> 00:09:53.050 you probably had to go get some data on them. Or did you Just how did you get 135 00:09:53.050 --> 00:09:57.520 it? Yeah, we got we got data on. Um, there's a lot of tools at our disposal 136 00:09:57.520 --> 00:10:01.840 that maybe allow you to do a B m. And you couldn't previously, some of that's 137 00:10:01.840 --> 00:10:06.160 intent data. Some of that's the third party data tools, andan some of its the 138 00:10:06.160 --> 00:10:10.390 first party data that we have. And so we went through an exercise that said, 139 00:10:10.400 --> 00:10:14.790 You know, out of the 30,000 plus accounts that, you know, we grabbed at 140 00:10:14.790 --> 00:10:18.990 first glance water these ones that we could put into ah, slightly tighter 141 00:10:18.990 --> 00:10:24.310 bucket and and then selected those 800. What kind of data sources were you 142 00:10:24.310 --> 00:10:30.160 looking at? Two essentially build up a campaign around. Did you like technical? 143 00:10:30.170 --> 00:10:34.620 No. No, you wouldn't get techno graphic for for a manufacturer maybe Did what? 144 00:10:34.620 --> 00:10:39.760 Data sources? Yeah, we grabbed techno graphic demographic region specific. 145 00:10:39.760 --> 00:10:44.220 Like this was a North American campaign based on some of the software that they 146 00:10:44.220 --> 00:10:48.010 had. And that's kind of how we built the first campaign, the software that 147 00:10:48.010 --> 00:10:52.080 they have integrated perfectly with what we dio. And so we created our 148 00:10:52.080 --> 00:10:57.250 messaging around that. Okay. And then the messaging Did you sit down and come 149 00:10:57.250 --> 00:11:01.310 up with a custom? Probably not a custom value proposition. Per one. Did you 150 00:11:01.310 --> 00:11:04.170 break it down into segments like, how did you customize the messaging for 151 00:11:04.170 --> 00:11:09.170 them? Surprisingly, the value prop didn't change all that much. I kind of 152 00:11:09.170 --> 00:11:14.180 expected it to when we first did the exercise, but it fit pretty well. What 153 00:11:14.180 --> 00:11:19.060 we customized mawr was why we were communicating with them. Like, what was 154 00:11:19.060 --> 00:11:24.620 the match? What was the fit that made them fit with us like a glove? And 155 00:11:24.620 --> 00:11:28.780 that's really what we kind of leaned into and just started doing it together 156 00:11:28.780 --> 00:11:33.560 across channels. And I think the cross channels was the key here. We had BDR s 157 00:11:33.560 --> 00:11:37.270 calling them the same time as we had ads circling the buying group at the 158 00:11:37.270 --> 00:11:41.800 same time we had emails going out on Web pages available for them toe 159 00:11:41.810 --> 00:11:46.140 download content all at the same time. So that's a lot of personalization in 160 00:11:46.140 --> 00:11:49.930 it. And you probably have to rely heavily on tech to personalize all 161 00:11:49.930 --> 00:11:53.670 these pieces. What was the kind of cadence you were sending to them from 162 00:11:53.670 --> 00:11:58.460 beginning to end? Like if I were one of these 800. How did I experience this? 163 00:11:59.140 --> 00:12:04.230 Yeah, we we kind of bootstrapped our first campaign. It wasn't it wasn't to 164 00:12:04.230 --> 00:12:09.660 tech heavy way. We built a landing page and designed and coded it up. No heavy 165 00:12:09.660 --> 00:12:13.920 a b m platforms at the moment, although we'll probably add one to, you know, as 166 00:12:13.920 --> 00:12:19.290 we scale. And, uh and, yeah, we just just launched it executed and try to 167 00:12:19.290 --> 00:12:23.050 drive people to it so we can have a conversation. So if I was one of those 168 00:12:23.050 --> 00:12:28.520 800 like, what did I see first and then followed up after that? Yeah. So you 169 00:12:28.520 --> 00:12:36.550 saw you saw our ads across across the web. You saw an email pop up that said, 170 00:12:36.560 --> 00:12:40.390 with some some case studies in some videos, one of the things that we 171 00:12:40.390 --> 00:12:45.450 believe is in telling our own customers story. And so the more opportunities 172 00:12:45.450 --> 00:12:50.580 that we have for for you to hear from someone like yourself versus you know, 173 00:12:50.590 --> 00:12:54.090 us from the sales in the marketing team, we think that that that's going to 174 00:12:54.090 --> 00:12:57.480 resonate. And so that's what we lead with. How did you get my email? Did I 175 00:12:57.480 --> 00:13:01.150 give it to you? Or is that already on a list of you sent a cold? If we had it, 176 00:13:01.160 --> 00:13:06.420 we send it to our database of prospects. But for the most part, it was It was 177 00:13:06.430 --> 00:13:11.010 driven through third party data. Okay, So you were sending even if they didn't 178 00:13:11.010 --> 00:13:14.650 click and engage with the ads. You you still send them an email. All of the 179 00:13:14.650 --> 00:13:18.560 emails were from the database that we've had that they opted into. But a 180 00:13:18.560 --> 00:13:22.560 lot of the outbound calling was where we kind of expanded into that channel. 181 00:13:22.940 --> 00:13:28.420 Okay, so it's kind of a cadence of ads email, and then you had your str team 182 00:13:28.420 --> 00:13:33.990 kind of start begin calling them with messaging built for them. Gotcha. What 183 00:13:33.990 --> 00:13:38.060 made that different from the campaigns you were doing before? If you were 184 00:13:38.060 --> 00:13:42.490 doing one too many and these 800 or one too few, 800? Still a lot. So I'm like, 185 00:13:42.500 --> 00:13:46.980 It's not It's not a few. I mean, for a big company doing a B m like that could 186 00:13:46.980 --> 00:13:50.520 be that could be a few. So I'm trying to differentiate. What's the difference 187 00:13:50.520 --> 00:13:54.600 between what you were doing before versus what you're doing now? What we 188 00:13:54.600 --> 00:13:59.550 were doing before was not a joint effort. It was It was sales with their 189 00:13:59.550 --> 00:14:03.320 own strategy that the outbound team, with their own strategy going after the 190 00:14:03.320 --> 00:14:07.320 accounts like maybe there was some overlap and and we were going out there 191 00:14:07.320 --> 00:14:11.210 to two different accounts. Sometimes we might have hit the same account and got 192 00:14:11.210 --> 00:14:16.610 lucky. But for the most part, there was no kind of joint effort to say Go after 193 00:14:16.610 --> 00:14:20.970 these 800 this time frame with this message. And I think that made the 194 00:14:20.970 --> 00:14:27.610 world of difference. Is just just focusing as a team on the same accounts 195 00:14:27.610 --> 00:14:32.960 with the same story that worked for us. Yeah, I mean, even just starting with a 196 00:14:32.960 --> 00:14:38.540 list of 800 known accounts is a big difference, right? Versus not knowing 197 00:14:38.540 --> 00:14:41.230 who they are, which is what most marking teams are doing and generally 198 00:14:41.230 --> 00:14:45.000 is what I'm I'm usually doing even marketing sweet fish media. I'm 199 00:14:45.000 --> 00:14:48.200 advertising to a group of people. Or at least I did this summer that I don't 200 00:14:48.200 --> 00:14:52.380 know. I don't know who the accounts are. Our price range is also smaller. So our 201 00:14:52.380 --> 00:14:56.760 market is pretty large going after B to B companies ourselves in like that. 202 00:14:57.140 --> 00:15:01.430 Yeah. And previously, our marketing was, you know, we're ready when you come to 203 00:15:01.430 --> 00:15:05.100 us, but there, and we'll kind of go out there with some of our our outbound 204 00:15:05.100 --> 00:15:10.290 messaging and advertising, But it was kind of Ah, a waiting scenario for were 205 00:15:10.290 --> 00:15:13.530 blasting some off some stuff out there. But we're not quite sure if you're 206 00:15:13.530 --> 00:15:17.710 gonna come back and we're not quite sure where you're working. All right, 207 00:15:17.710 --> 00:15:23.420 so we have the point where we've targeted 800 different accounts. You've 208 00:15:23.430 --> 00:15:28.340 run ads to them. You've sent emails. You've been calling them up. What did 209 00:15:28.340 --> 00:15:31.700 the results start to look like? And how long did it take to start to see 210 00:15:31.700 --> 00:15:36.650 movement on this campaign? Yes. So for our first campaign that we ran, we 211 00:15:36.650 --> 00:15:41.400 started to see it relatively quickly go into our funnel and the top of our 212 00:15:41.400 --> 00:15:46.520 funnel for us is defined as a meeting. And so within the first week or two we 213 00:15:46.520 --> 00:15:51.240 had data that showed that what we were doing is working. And when we set this 214 00:15:51.240 --> 00:15:55.410 up, we looked at kind of a baseline of what our historical waas and it was. It 215 00:15:55.410 --> 00:16:00.310 was a trickle. It was, you know, occasionally of this, 801 would pop 216 00:16:00.310 --> 00:16:04.450 here and there, but there was really no rhyme or reason to it when we saw it 217 00:16:04.450 --> 00:16:08.940 happened. We got a dozen off the bat the first week in two dozen, the next 218 00:16:08.940 --> 00:16:13.440 week of people coming in and basically raising their hand for a meeting with 219 00:16:13.440 --> 00:16:20.120 us. Wow, that's pretty good. And where are you guys at today? Well, so we said 220 00:16:20.130 --> 00:16:24.740 that's working with those 800. Um, then we went back to the list that we we 221 00:16:24.740 --> 00:16:27.950 sink with the executive team on and said, All right, what's what's campaign 222 00:16:27.950 --> 00:16:32.540 number two? Let's run that in parallel. So while the first one was running with 223 00:16:32.540 --> 00:16:36.790 those early results, we said, What's the next group of accounts? And so I 224 00:16:36.790 --> 00:16:41.520 think the next list was a little bit larger around 2000. And then we did the 225 00:16:41.520 --> 00:16:45.500 same thing. Same channels, wrote the scripts for the BDR s. They did the 226 00:16:45.500 --> 00:16:49.280 calling. Some emails went out. If we had them in our database, circled the 227 00:16:49.280 --> 00:16:54.650 buying group with with advertising. And we saw the same thing, the trickle very 228 00:16:54.650 --> 00:16:58.570 inconsistent. And then, for those accounts, we started measuring all the 229 00:16:58.570 --> 00:17:02.840 meetings that we created for him. And then our next step is is, uh is them 230 00:17:02.850 --> 00:17:07.609 going into pipeline? How much does it cost to execute this campaign in 231 00:17:07.609 --> 00:17:11.750 general, if you could give me, like, a rough estimate, I think I allocated 232 00:17:11.760 --> 00:17:20.089 about 2500 to 5000 for digital ad spend just going to to circling the buying 233 00:17:20.089 --> 00:17:24.290 group with those display ads. It costs us nothing other than our time to to 234 00:17:24.290 --> 00:17:28.770 send the emails. And then we we wrote all the call scripts in house and and 235 00:17:28.770 --> 00:17:33.280 built the landing pages with with our agency. So some fixed costs in there. 236 00:17:33.280 --> 00:17:38.210 But once we did the first one, it's really just the incremental on the 237 00:17:38.210 --> 00:17:42.430 advertising costs. The working dollars does not cost a fortune to run an A B. 238 00:17:42.430 --> 00:17:46.250 M campaign, right? I think that's a common misconception I'm seeing is like, 239 00:17:46.260 --> 00:17:51.130 Oh, you have to have some, like $100,000 a B M Tech stack in order to 240 00:17:51.140 --> 00:17:57.340 do it. Well, well, if you do a B M right, you can make a $5000 spend feel 241 00:17:57.340 --> 00:18:02.370 like a $500,000 spend, but for only those small group of people and it's 242 00:18:02.370 --> 00:18:08.050 working. It's working well. I love to hear how it's working and a fairly good 243 00:18:08.050 --> 00:18:12.190 scale. I mean eight hundreds, not like a small amount of contacts. That is a 244 00:18:12.190 --> 00:18:15.670 lot of people to follow up with that. There's a lot of people to send to try 245 00:18:15.670 --> 00:18:21.730 toe target correctly. It's a lot of people to follow up with with SDRs. And 246 00:18:21.740 --> 00:18:25.850 it's clearly working for you, though, so I think even taking some of the 247 00:18:26.540 --> 00:18:31.020 essentials of a B M and implementing it in a place where we used to, where a 248 00:18:31.020 --> 00:18:36.050 lot of people are still doing just advertising, too. The void, instead of 249 00:18:36.050 --> 00:18:39.860 trying to pick the specific accounts they want to pull forward into their 250 00:18:39.860 --> 00:18:45.560 funnel, is a better play. I do find that it's working for baby companies is. 251 00:18:45.560 --> 00:18:49.250 Many people say that A B M is overrated, which I keep hearing over and over 252 00:18:49.250 --> 00:18:56.460 again. Now it's worked very well. Yeah, and for us we're seeing a mix to of of 253 00:18:56.460 --> 00:19:00.710 success, across small business, Mid market in In Enterprise and other 254 00:19:00.710 --> 00:19:04.420 companies have been at its It's taken a lot longer, especially if you're just 255 00:19:04.420 --> 00:19:07.990 going after enterprise to to see some of the results. But we're seeing some 256 00:19:07.990 --> 00:19:13.270 some good stuff relatively quickly. Fantastic. Cody, if anybody is getting 257 00:19:13.270 --> 00:19:16.880 started with a B M, what advice would you give to them now that you've kind 258 00:19:16.880 --> 00:19:22.270 of been been through it before? Um, don't overcomplicate it and lean into 259 00:19:22.280 --> 00:19:27.260 the personalization so you don't have toe have you know the technology and 260 00:19:27.260 --> 00:19:31.200 the latest and greatest of of everything just to test and learn. If 261 00:19:31.200 --> 00:19:37.210 you if you believe that that will work for you, go sync with your biz Dev and 262 00:19:37.210 --> 00:19:42.220 your sales team and do something together. Fantastic. Cody, thank you 263 00:19:42.230 --> 00:19:45.640 for joining me on the show today. If people want to learn more about what 264 00:19:45.650 --> 00:19:49.700 you've accomplished and just connect with you, where's a good place to find 265 00:19:49.700 --> 00:19:54.450 you online? You can connect with me, Cody war dot com If you wanna find me 266 00:19:54.450 --> 00:20:00.440 personally or look me up on lengthen and yeah, let's be friends Fantastic. 267 00:20:00.450 --> 00:20:03.450 Thanks again for joining me on the show. Yeah. 268 00:20:04.840 --> 00:20:09.050 Hey, everybody. Logan was sweet fish here. If you're a regular listener of B 269 00:20:09.050 --> 00:20:12.700 two B growth, you know that I'm one of the co host of the show, but you may 270 00:20:12.700 --> 00:20:16.830 not know that I also head up the sales team here. A sweet fish. So for those 271 00:20:16.830 --> 00:20:20.850 of you in sales or sales ops, I wanted to take a second to share something 272 00:20:20.860 --> 00:20:25.320 that's made us insanely more efficient. Lately, our team has been using lead I 273 00:20:25.320 --> 00:20:29.790 Q for the past few months and what used to take us four hours gathering Contact 274 00:20:29.800 --> 00:20:35.620 data now takes us on Lee. One where 75% more efficient were able to move faster 275 00:20:35.620 --> 00:20:39.610 with outbound prospecting. And organizing our campaigns is so much 276 00:20:39.610 --> 00:20:43.940 easier than before. I'd highly suggest you guys check out lead I Q. As well. 277 00:20:43.950 --> 00:20:50.670 You can check them out at lead. I q dot com That's l e a d e que dot com 278 00:20:54.240 --> 00:20:59.500 Gary B says it all the time and we agree every company should think of 279 00:20:59.500 --> 00:21:04.550 themselves as a media company first, then whatever it is they actually dio 280 00:21:05.040 --> 00:21:08.800 if you know this is true. But your team has already maxed out and you can't 281 00:21:08.800 --> 00:21:13.200 produce any more content in house. We can help. We produce podcast for some 282 00:21:13.200 --> 00:21:17.130 of the most innovative BB brands in the world, and we also help them turn the 283 00:21:17.130 --> 00:21:21.810 content from the podcast into block posts, micro videos and slide decks 284 00:21:21.810 --> 00:21:25.240 that worked really well on LinkedIn. If you wanna learn more, go to sweet Fish 285 00:21:25.240 --> 00:21:31.760 media dot com slash launch or email Logan at sweet fish media dot com.