Transcript
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welcome back to be to be growth. I'm
Dan Sanchez with sweet fish Media, and
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today I'm joined with Andre Zivkovic,
who is the CEO of co Funnel. As you
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know, we're continuing our journey on
understanding a B M and getting deep
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into it. I was very excited about
today's guests because we met on
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LinkedIn and I discovered that somebody
has figured out how to do a B M on the
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cheap. Or maybe you could call it Lean
A B M. I don't know, but as I'm sure
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you know, there are a lot of people out
there trying to figure out a. B. M is.
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You read the case studies as you look
at the block Post is you read the books
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and I'm a few books, and now and what
I've just come to find is that a B M
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seems like a very expensive proposition,
which isn't very exciting for the rest
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of us who don't necessarily like. We
like the idea, it seems right, but it
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seems like, Oh, it's like either you
have to jump off the chasm and hope
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that something is going to be there to
catch you or or not like it seems a
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shame that you can't stair step your
way in without buying $100,000 package
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software package of some kind to do
this thing. Right? So I was very
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excited to talk to Andre to figure out
what he did with a client or two to
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figure out how to do it and stair step
your way into it. Because maybe the
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software out there is good and I've
We're going to be talking to a number
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of different software providers out
there, and I'm sure I'm sure it's
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effective. But if you're like me, it's
a big bite. Thio commit Thio If you
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don't, if you're not fully sure ifit's
gonna work for you, you don't want to
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spend a half a year and that much money
going into something that big. So Andre,
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to kick this thing off, I thought I'd
start with a fun question for you. And
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that is just simply what is your
favorite marketing channel currently
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and why? And then we could jump into a
B M. So my favorite channel is limited
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in. I probably won't be unique here on
basically the reason why I love this
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channel is just because, as like we
have connected with you. I met your
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founder, James Carberry, three years
ago. Again, Matt. Lots off B two b
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marketing on cells leaders were
LinkedIn. I was able to establish my
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personal brand on Actually LinkedIn ISS
one off the key channels for
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regeneration For our company. We don't
do any called outbound sequences for
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ourselves costs. We are small company,
and this is not a final having this
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channel as a top channel for inbound
high quality enquiries. Absolutely. I'm
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a Lincoln fan. I mean, that's where we
were introduced. And I think Lincoln's
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got to be one of my favorite marketing
channels as well. And I think I could
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go into the whole episode just talking
about why Lincoln's awesome. And I'm
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sure you'll talk about how you use
linked in. It's part of the A B M
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campaigns, but let's dive into those
campaigns specifically, starting with
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who were you doing this work for that
you talked about in the case study you
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posted recently, And how did you frame
it up up front, like, what did you go
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into before you got into the work of
identifying the target accounts. I know
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this was pretty intensive. What did you
do in the beginning To make sure this
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was going to be a success? So this case
started. You mentioned I was actually
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working with a company that is
providing custom software development
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services. If you'll take a look on this
industry, you'll see that 99% off. The
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companies that are providing software
development services are operating in
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what I used to call one size fits all.
Basically, it means that most of them
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are sending, you know, setting up
called automated cadences, off emails
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or LinkedIn messages saying something.
Hey, then, I am business development
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guy from a software development company.
We can create a mobile APP website or
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whatever you want. Just let me know
what you need and let's have a call
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will create whatever you want. So
imagine any attack founder or CEO
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because basically, these are to target
job roles. Software development
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companies are targeting. Just imagine
how many messages I mean this standard
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spending messages these people are
getting day by day. So even if you will
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be like a like a BDM, you know, get a
meeting with a co founder. You'll face
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a situation, or you will face a
challenge where you'll be compared to
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all other companies and the only
competitive advantage toe close the
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deal successfully. Will the decrease in
your rates basically providing a lower
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price or dumped on what I will call it?
So the same situation this is more or
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less It was the same situation for a
client reached me out. So the first
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thing, obviously we needed to start
with figuring out their positioning and
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alliance this positioning around the
core expertise. So the first step I was
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doing, probably it will make sense to
share with listeners. So I get an
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access. I got an access to their CRM,
and I was analyzing all the deals they
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had in the past on, likely at the same
time I was starting my own size product
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called Our Plan On, basically gave me a
privilege. Let's say, to reach out to
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their customers, I was saying something.
Hey, guys, I'm just launching my news
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as product, and I'm considering this
company as a partner, and I noticed
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that you have worked with them, so I'm
just curious. You know what I what I
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assaults on them. What are the pros and
cons of going with them? Just share
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share with me. Your experience And
basically that was fantastic, you know,
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because I was like a soft party. I had
no connection and or at least that
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customers couldn't see any connection
between me and my client. And they
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provided sincere feedback on this is
how again, a swell. Analyzing their
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past projects, I was able to figure out
where the key expertise off this
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company lays down. So thesis how I
decided to go with healthcare industry,
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cause here is the truth again, when you
provide a health care or not even
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health care, when you provide software
development services, you operating
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with six or seven figures, budgets. I
mean, this is the average contract
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weather. So when potential customers
are considering outsource its
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development, they always want to get
the best vendor in this niche. Which
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means that this vendor should be aware
off all the integrated details off this
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particular article in Porto. It will be
talking about health care means that
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this wonder should know all the
standards like h i p p o. And lots off
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them. You know, there is a bunch off
North American standards when it comes
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to toe healthcare. So besides the good
court quality, they expect that this
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vendor will come up with expertise so
they want only get the brief with all
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the tasks. But as well they will
recommend something from their
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expertise. They might say, Guys, you
know, we have this project servicing
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this feature might work for you. Maybe
we recommend you to use this framework
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of this technology are not just only
getting, you know, the income and tasks.
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So this is This was critical, and I
started to do in depth interviews with
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their customers. So again, if you might
have a question, how I was able to
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reach out as a soft party and then the
in depth schools. So I, of course,
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divided all the customers into the
group's first of all, I sure I selected
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the customers that brought the highest
revenue, and I left them tow this in
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depth interviews. So I agreed on the
calls and I was sorry and them asking
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questions like, Why did you decide to
go with that company? What was the key
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advantage? Like, uh, from perspective
of collaborating with that company.
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What are the biggest, biggest, biggest
advantages they brought to your
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business besides the court, you know?
So how would you describe this company?
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Toe your partner or to your colleague?
So these were questions that helped me
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to identify ideas for unique value
proposition. Basically, I waas
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listening to customers and I waas
understanding what are the business
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benefits this company specifically
Prince toe healthcare vertical as well.
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I was asking questions. You know how
your typical decision making process
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looks like, But who you advice when it
comes to, you know, buying services
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like this. So this is how I was able to
find some of people that belong toe by
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and comments because, as I mentioned in
the beginning, you know, traditionally
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software development companies, they
target only CEO cough like this. Let's
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executive roles and chief technical
officers PR fight, etcetera. But what
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waas Pretty good to notice that once we
were discussing out stuff and services,
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not just outsourcing about stuff, and
one company needs to ramp up there, you
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know, I t Team was like a developer who
has some specific skills just on a
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timely basis, for example, for two
months. So a couple off sitios told me
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that quite often they outsource this.
You know, Let's say research process
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toe h ours. And, uh, yeah, this is how
I figure it out the roles for the
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buying computers. So that was the set
up. So essentially you're working with
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a customer that was like one size fits
all marketing with a one size fits all
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product to match. They were kind of
anything to anybody doing development,
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and you stepped in and essentially
helped reposition them, positioning
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them by helping them niche down picking
the vertical where they were probably
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going to be the most successful. Maybe
by I think I heard you right and that
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you were helping them find their most
profitable customers. Or did you find
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that they just had a knack for that
specific vertical health? Health care?
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Eso Basically, once I was analyzed on
their crm, I figured out that the
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highest traveling came from that
industry from healthcare. So the next
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point I was when you did the formal
interviews with those specific, that
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specific segment of customers just to
talk to them, see why they chose it,
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what they're buying journey was like to
try to articulate what the value
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proposition would be just too that
vertical. So you're entering. With all
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this work you've done, you finally have
a better understanding of what the
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target is because we all released
people who have started to figure out
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the A B. M. If you're getting into a B
M, chances are you've started to figure
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out that you have to have a pretty
narrow target. You can't target
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everybody, and it's about identifying
the best ideal fit. But first you have
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to have an ideal that you have to have
a best person to work with. So that was
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the front part of targeting. Now, once
you had that person selected or health
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care Did you niche down further? Or did
you? How did you pick Ah, subsection?
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Yeah, so I will give you somewhat
needed greater detail because I assume
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the important service, these interviews
And basically, with this analysis, I
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did one more analysis. I started toe
analyze all the deals that were lost. I
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mean, all the sales qualified
opportunities, of course that were lost,
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and basically, I figure it out. Some
patterns are common features. If you
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will off these companies and basically
one off the feature waas. If anybody
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from the buying committee waas from,
Let's say, ex post Soviet Union
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countries, these companies tend toe
actually to negotiate the rates because
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they knew they always could find, you
know, better rates in Russia and
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Ukraine and the others etcetera. So
that was the first disqualification
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criterion. And secondly, I have figured
out one more criterion. If we were
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talking Toe City or who has actually
who spent less than one year in in the
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company? Basically, he didn't. There is,
uh, there were two scenarios, either.
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Hey, didn't have a purchasing power.
Let's say he didn't have enough power,
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you know, to bring in you ender toe the
company. Or basically they didn't want
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to do anything. You know, just for the
first year they wanted toe keep things
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at the organization. So that was the
second disqualification criterion. And
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from my point of view, it's very
important to have this disqualification
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criteria to build your list off target
account. So you want to waste time on
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companies that will never buy from you.
So that was the first part. The second
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part was exactly what you mentioned. So
yeah, indeed. We narrow down our focus
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further on the goal was to find sub
industries, and basically, we have the
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list off sub industries. I don't know
if it's really important to mention all
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of the sub industries, but the idea
waas again. So we were analyzed on
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their portfolio and see where the best
case that is, where the best, you know,
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projects were accomplished. And this is
how we have to find this six up
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industries toe, create an account list.
So once you've done all this work, how
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did you go about finding and selecting
the best? I think you have 30. It was a
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It was a small amount, right? Like a
small target list. Where did you find
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the list? And then how did you What
filters? Did you run on it in order to
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get it down to 30 which is just seems
really small to me. But of course,
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these air big contracts, So you really
only need half dozen to a dozen to
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really make the bank for a whole year
sometimes, right? How'd you get it down
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to three? Yeah, exactly. Exactly. So
the idea was to start a pilot project
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costs before me, The Company LTD. That
market and if we can call it marketing
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toe roadshows, you know, attention rod
shows and book and meeting with some
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prospects on the road shots on
conferences on actually doing some
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called outreach, which waas very
ineffective. So they're like, not
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positive reply rate by but reply rate
in General waas less than 1.1% you know,
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So it waas like miserable. So my idea
was to start a pilot project on a small
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scope just toe document. The process is
to see if I did the work the right way
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and basically to train the sales team
and create a marketing and sales
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playbook so the company could use it
further. So that's why we ended up with
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such accounts the way how I started it.
Actually, all of us, I believe, have
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this opportunity. So the law, the
lowest can get fruit is analyzing your
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serum and see if you had any
opportunities that you didn't close,
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you know in past two years and see if
there are still some good prospects
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that you can add to your ICMP.
Basically, this is what a bit of the
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marketers used to call reengage
campaigns. Eso i waas analyzing if
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there are some good prospects, we can
still add. At the same time, they had
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all the least off customers from the
road shows and events. So I did a
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manual search. Eso if there are any
companies that might feed our ideal
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customer profile But basically the next
step what I was doing, I was He said
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you were searching manually for the for
these companies. You know what you're
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looking for, But where you searching
for them? Yeah, So we had a list off. I
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see p and as I mentioned, I mean, I see
p criteria. Basically, the our jail
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occasion are the team size, the revenue
size on the buying comments are are you
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searching on Google LinkedIn Crunch
days? No, no, no, no. Now, this is what
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probably missed. I thought that they
had at least off all the companies you
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know that attended the roadshows thes
company attended. So they had a list of
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this prospects cause they added all of
this prospects toe email can Yeah, So I
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was basically analyzing if there are
any good companies that feed our ideal
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customer profile. And the next step,
what I was doing, I was opening the
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websites and see if there is, for
example, if this this is a tech company.
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I was searching for a roadmap. If they
have any public road map, because if
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they had a public road map, I could
easily identify the list off features
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you know they're planning to implement
in the future. And that obviously
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00:16:54.040 --> 00:16:58.280
opened as doors to say, like, this is
something we can create for you. So
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00:16:58.280 --> 00:17:04.630
that was the easiest way. How toe help
this company. So that waas one off the
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let's say research processes. Uh, the
second one I installed Alba Cross,
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which is I p identification software
and force analyzing the incoming
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traffic for the last. So today's
basically this is how a couple of more
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companies so this is just tow. Launch
it faster. I decided to soothe. Hey,
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everybody, Logan with sweet fish here,
if you've been listening to the show
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00:17:36.440 --> 00:17:40.120
for a while, you know, we're big
proponents of putting out original
216
00:17:40.130 --> 00:17:44.170
organic content on LinkedIn, but one
thing that's always been a struggle for
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00:17:44.170 --> 00:17:48.550
a team like ours is too easily track
the reach of that Lincoln content.
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00:17:48.560 --> 00:17:52.150
That's why I was really excited when I
heard about Shield the other day from a
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00:17:52.150 --> 00:17:56.680
connection on you guessed it linked in.
Since our team started using shield,
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00:17:56.690 --> 00:18:01.050
I've loved how it's led us easily track
and analyze the performance of
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00:18:01.050 --> 00:18:05.230
Arlington content without having to
manually log it ourselves. It
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00:18:05.240 --> 00:18:08.600
automatically creates reports and
generate some dashboards that are
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incredibly useful to see things like
what contents been performing the best
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and what days of the week are we
getting the most engagement and our
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00:18:16.370 --> 00:18:20.230
average views proposed? I highly
suggest you guys check out this tool.
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If you're putting out content on
LinkedIn, and if you're not, you should
227
00:18:23.600 --> 00:18:29.000
be. It's been a game changer for us. If
you go to shield app dot ai and check
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00:18:29.000 --> 00:18:33.860
out the 10 day free trial. You can even
use our promo code B two B growth to
229
00:18:33.860 --> 00:18:39.840
get a 25% discount. Again. That's
shield app dot ai And that promo code
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00:18:39.850 --> 00:18:45.000
is be the number to be growth. All one
word. All right, let's get back to the
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00:18:45.000 --> 00:18:52.890
show him. So, Aziz, you have your 30
accounts. What is the sequence look
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like to engage them and get them warmed
up so that you might be able to
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activate them. I know it's pretty in
debt, so walk me through. If I'm one of
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these accounts, what did I receive? How
did I experience it? Yeah, So again, uh,
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in this particular case, we were
limited by human resources. Basically,
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I had only one as dark who was
accountable to me and who we just
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00:19:19.300 --> 00:19:24.270
arranged this campaign. So we decided
after, you know, considering the
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resources with CEO of that company, we
decided, not Thio go with, like, 100%
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00:19:31.120 --> 00:19:35.090
personalization, which was bad from my
point off, because otherwise the
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conversion rate could be much I and I
was sharing recently. Some okay,
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00:19:39.300 --> 00:19:45.380
studies where way did it with, like,
100% personalization on again on a
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00:19:45.380 --> 00:19:50.450
small project were closed seven from 12
accounts, which is mind blowing. But
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anyway, coming back to that particular
campaign. So we decided that we'll do
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00:19:56.000 --> 00:20:00.810
like, uh, Senate personalization, which
means that the personalized our
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proposal to a job role and basically
toe the public road map that we have
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seen on the website. So basically, if
you know, You know, sweet fish Media
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plans to develop a mobile app with,
like, particular features. I don't know,
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00:20:16.440 --> 00:20:22.450
email. Like pop ups, you know, to get
more people subscribing to email and
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00:20:22.450 --> 00:20:26.730
useless this assumption. What will put
in our proposal? We have seen that you
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00:20:26.730 --> 00:20:32.060
then planet this feature. And this is
something we can help with. Check our
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00:20:32.060 --> 00:20:37.530
examples, etcetera, just to give you an
idea. So we decided to go with four
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00:20:37.530 --> 00:20:44.960
drop rods, See all city all h r and
product manager. And basically, why
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00:20:44.970 --> 00:20:50.030
this? Why was this for ALS? Basically
see, always a decision maker. But in
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00:20:50.030 --> 00:20:55.310
most cases, CEO is never, you know,
even joining the meetings quite often.
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00:20:55.320 --> 00:20:59.590
Especially if you're talking about the
mid size companies, which was the
256
00:20:59.590 --> 00:21:05.370
target at the moment. So C o usually,
you know, gives your proposal to SITIO
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00:21:05.380 --> 00:21:09.770
or to the product manager, and that's
it. So basically, they want to hear the
258
00:21:09.770 --> 00:21:14.910
opinion off their teammates. But that
was critical. You know, toe make a
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00:21:14.920 --> 00:21:19.850
positive impression off yourself. So
once a company will be negotiate on our
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00:21:19.850 --> 00:21:26.390
proposal CEO at least knew about or
whatever that we exist, you know? So
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00:21:26.390 --> 00:21:31.990
That's why this campaign we decided to
go with CEO Seo as a key decision maker,
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00:21:32.000 --> 00:21:37.890
product manager is, let's say, a sort
off influence or if we if we use our
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00:21:37.890 --> 00:21:41.700
bit of the market and terminology, you
know. So because this this is a person
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00:21:41.700 --> 00:21:46.660
usually with who software development
companies collaborate and basically a
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charge a chance for, uh, not so obvious
buying committee members, As I told
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00:21:52.100 --> 00:21:56.380
most of them, ignore, you know, a
charge. But in our particular case,
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believe that if a company has an urgent
need or basically, if they have an old
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technology and they need to find a
developer with this rare skill set,
269
00:22:06.540 --> 00:22:14.120
this task will be signed toe HR and HR
will be in rush, you know. And so every
270
00:22:14.120 --> 00:22:18.540
time will become into HR and asking
like, Where's my talent? You know? So
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00:22:18.550 --> 00:22:23.490
this is why we decided to target a
charts as well and again in terms of
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00:22:23.500 --> 00:22:27.330
market. And, you know, this is one of
the most underestimated position in
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00:22:27.340 --> 00:22:33.590
this particular vertical. So most
people e mean most off marketers SDR,
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00:22:33.590 --> 00:22:38.580
signore, this these people, In our case,
it waas like a huge benefit that
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00:22:38.580 --> 00:22:43.210
brought huge benefits to us and in this
particular campaign, finally, maybe
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00:22:43.210 --> 00:22:48.470
we'll just discuss this details. We
were able to get to meetings with CEOs
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00:22:48.480 --> 00:22:53.080
because off charts and so you were
reaching out to all four of these
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00:22:53.080 --> 00:22:58.460
people within each each account. Yes,
exactly. So for people off such
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00:22:58.460 --> 00:23:04.290
accounts, if I was correct, it was
certainly an account in total. So be
280
00:23:04.290 --> 00:23:09.180
prepared. So as the first touch, we
decided to run. And basically, you know,
281
00:23:09.180 --> 00:23:15.110
traditionally, uh, market are usedto
run. I have the best. That's just the
282
00:23:15.110 --> 00:23:21.550
warm up, but from my point of view, I
honestly maybe I don't want to say Hey,
283
00:23:21.550 --> 00:23:28.210
this channel, but I don't think it's
really effective. So see off the
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00:23:28.210 --> 00:23:33.050
company asked me to prepare set off,
you know, personalized based ads. But
285
00:23:33.060 --> 00:23:39.590
basically, after spending almost â¬100 I
told that this makes no sense, and I
286
00:23:39.590 --> 00:23:44.510
suggested again I used to do the warm
up on limited in demand generation were
287
00:23:44.510 --> 00:23:48.360
content creation and connecting with
Stargate accounts, but again, at that
288
00:23:48.370 --> 00:23:52.980
particular campaign, didn't have enough
resources to do it. So I just stopped
289
00:23:52.980 --> 00:23:57.650
the campaign and told, Okay, let's go
with direct mail, and it would be our
290
00:23:57.660 --> 00:24:04.280
100% s O. That would be the That would
be our first step. And then we'll
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00:24:04.290 --> 00:24:09.620
prayed. That will have follow ups with
frost. Step would be from Philip.
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00:24:09.630 --> 00:24:13.110
Second step would be email follow up on.
So tell me a little bit about the
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00:24:13.110 --> 00:24:16.980
direct mail piece. Is this direct mail
piece? That was kind of like a postcard
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00:24:16.980 --> 00:24:20.950
that read like an advertisement. Or did
you send some kind of, like content by
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00:24:20.950 --> 00:24:29.880
a male? No. So it waas thinks parts off
included. I will break it down for
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00:24:29.890 --> 00:24:36.970
every role. So for sick house, I bought
Scrooge McDuck figure, and basically I
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00:24:36.980 --> 00:24:43.090
bought, uh, aspirin for everybody and
Starbucks gift card that was printed,
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00:24:43.100 --> 00:24:48.530
you know? So we added our logo on that
Starbucks card and added shot in equal
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00:24:48.540 --> 00:24:57.010
proposition and a phone number and
email off SDR. So why this gift? Just
300
00:24:57.010 --> 00:25:03.060
to give you an idea. So for see, also,
I was mentioning that you know, Ryan,
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00:25:03.070 --> 00:25:06.710
this midsized company, especially in
health care, you need to have the skill
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00:25:06.710 --> 00:25:12.180
set as a Scrooge McDuck who was very
well known CEO, but as well, he was
303
00:25:12.180 --> 00:25:17.030
well known for seven. Everything off
his money and actually multiplying. You
304
00:25:17.030 --> 00:25:23.150
know, his spells. But I was like I was
having some fun saying that Scrooge
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00:25:23.150 --> 00:25:27.200
McDuck was not living. You know, in the
tech era where you need to invest in
306
00:25:27.210 --> 00:25:30.680
attack and especially if you don't have
attacked background. Basically, it
307
00:25:30.680 --> 00:25:34.830
could be, you know, huge investments,
and you can lose lots of money. And
308
00:25:34.830 --> 00:25:39.260
this is how I told how we can save
money and actually multiply Wells And
309
00:25:39.270 --> 00:25:45.160
the Equilar proposition again based all
Waas, based on the customer and depth
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00:25:45.160 --> 00:25:48.930
century is basically what I have come
from the customers. I added the
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00:25:48.940 --> 00:25:53.610
proposal and knowing the public crowd
member. This is why I told that same
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00:25:53.620 --> 00:25:59.260
personalization. So the let's say, the
key part of the proposal with the quote
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00:25:59.270 --> 00:26:03.880
unique weather proposition was the same
for every job role. But knowing, you
314
00:26:03.880 --> 00:26:07.440
know, the public road map, I was saying,
this is what we can help you with,
315
00:26:07.640 --> 00:26:11.650
etcetera, etcetera. And then I was
heading Postscript. And so on the next
316
00:26:11.650 --> 00:26:17.870
pages, you can see details, uh, process
map off, collaborating with our company.
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00:26:17.870 --> 00:26:23.020
And this is what I was heading. Plus a
detailed case study that is from
318
00:26:23.020 --> 00:26:27.900
healthcare industry and was saying
something like, I added, aspirin in
319
00:26:27.900 --> 00:26:33.760
case if you have a terrific headache
with software development challenges on
320
00:26:33.770 --> 00:26:40.940
and last one waas like I just added a
Starbucks Starbucks gift card so you
321
00:26:40.940 --> 00:26:45.370
can read this proposal on the case
study with your favorite vibration. Oh,
322
00:26:45.370 --> 00:26:53.580
in called quiet place. So yeah, nice. I
did see on your case study. There was a
323
00:26:53.580 --> 00:26:58.500
lot of replies to your outreach because
people it was not only relevant to them
324
00:26:58.500 --> 00:27:02.740
highly relevant, because the amount of
targeting you did and and the value in
325
00:27:02.740 --> 00:27:05.830
the strength of the value proposition.
But you also are a good writer, and you
326
00:27:05.830 --> 00:27:10.460
wrote it in such a way. That was a
delight to read. Just based on some of
327
00:27:10.460 --> 00:27:13.900
the thank you's that I saw back that
were like, Man, this was actually fun
328
00:27:13.900 --> 00:27:18.110
to read. Yeah, I'm available. They
ended up listing off all these
329
00:27:18.110 --> 00:27:23.470
different replies. So, man, I'm
starting to get a picture now of how
330
00:27:23.470 --> 00:27:26.550
this was set up with multiple touch
points going out to four different
331
00:27:26.550 --> 00:27:30.340
people within each of these 30 accounts.
So I mean, this is a lot of work, but
332
00:27:30.340 --> 00:27:34.400
not something that takes ah lot of
technology to implement. You're not
333
00:27:34.400 --> 00:27:37.650
trying to figure out what their bio
buyer signals are. You're not trying to
334
00:27:37.650 --> 00:27:41.640
figure out what they've been searching
for. You've essentially figured out
335
00:27:41.640 --> 00:27:46.940
you're 30 best fit customers and then
just started systematically reaching
336
00:27:46.940 --> 00:27:49.730
out to them. Of course, some of them
are probably in the market. Some of
337
00:27:49.730 --> 00:27:53.900
them aren't. But if these air big firms
and the customer does a lot of custom
338
00:27:53.900 --> 00:27:57.910
development, chances are there's always
something to be developed, right? So
339
00:27:57.910 --> 00:28:01.150
that just kind of makes sense that this
would work in this kind of situation.
340
00:28:01.160 --> 00:28:06.060
Well, how did you track the results? Is
your rolling out these messages? How
341
00:28:06.060 --> 00:28:11.930
did you know you were doing well? So I
was setting up. You know, I have a
342
00:28:11.940 --> 00:28:17.200
benchmark for myself. For all the camp.
I mean, the people, the same campaigns
343
00:28:17.200 --> 00:28:23.820
I'm setting up. So I have a benchmark
off 20% reply rate. So basically, if
344
00:28:23.820 --> 00:28:30.150
you have the reply rate above the 20%
it means that we're doing great. So in
345
00:28:30.150 --> 00:28:33.420
this particular on and of course, I
tracked the reply right from the
346
00:28:33.420 --> 00:28:37.260
account, Not not from a particular
person, cause it doesn't matter. I
347
00:28:37.260 --> 00:28:43.080
forgot to reply. Like, for example, if
CEO ignored us, but HR told, became
348
00:28:43.080 --> 00:28:46.990
available. Let's have a call. This is a
positive reply with the account. And
349
00:28:46.990 --> 00:28:53.150
basically, finally, we are doing
business with companies. Eso In our
350
00:28:53.160 --> 00:28:59.110
case, we were sending e believe this is
critical because, uh, I know some off
351
00:28:59.110 --> 00:29:03.000
marketers who are doing direct mail.
You know, they just write down some
352
00:29:03.010 --> 00:29:08.010
hand written notes of cards and or by
some bottle off the vine. Kansas, you
353
00:29:08.010 --> 00:29:13.150
know, ascended the regular post, which
makes no sense, because you might
354
00:29:13.160 --> 00:29:19.210
ignore this. You know, parcel. Uh, if
you get it and say, Okay, this is fine.
355
00:29:19.210 --> 00:29:23.770
You know, getting this Candace is fine,
but what's what's in here for me? So in
356
00:29:23.780 --> 00:29:27.290
this particular case, as as you
mentioned, So the parcel was completely
357
00:29:27.290 --> 00:29:31.190
personalized, and what was critical was
signed that we are FedEx with a
358
00:29:31.200 --> 00:29:37.730
tracking number. But because once you
get a parcel from FedEx or DHL in
359
00:29:37.730 --> 00:29:43.220
Europe, you know, this always means by
the fault that this is something
360
00:29:43.220 --> 00:29:48.170
important, urgent, correct. So you'll
never you know, throw the box that was
361
00:29:48.180 --> 00:29:53.220
delivered by FedEx toe. You'll never
get rid off it by without checking it
362
00:29:53.230 --> 00:29:57.620
so that that was important. And
basically, we were getting, you know,
363
00:29:57.630 --> 00:30:02.990
the notifications from FedEx that the
parcel was deliberate, which means that
364
00:30:03.000 --> 00:30:09.260
way, decided in our playbook we set up
for hours off post. Or if the parcel
365
00:30:09.260 --> 00:30:14.160
was delivered at the end of the day, it
means that we just need to the follow
366
00:30:14.160 --> 00:30:22.070
up next day around 10:10 a.m. So local
time, of course, S O B. But once we got
367
00:30:22.070 --> 00:30:26.220
a notification from FedEx that the
parcel was delivered the next day, as
368
00:30:26.220 --> 00:30:30.520
they are as they are. Of course, I
trained as they are on the entire
369
00:30:30.530 --> 00:30:36.600
cabins and the entire campaign. So
there waas prepared toe the calls on
370
00:30:36.600 --> 00:30:41.400
what is critical here. I think it makes
sense to sit down. I mean, sales and
371
00:30:41.400 --> 00:30:44.590
market and sit down and discuss
different scenarios how the
372
00:30:44.590 --> 00:30:49.150
conversation might fly, you know,
because you might hear, like, you might
373
00:30:49.150 --> 00:30:53.430
hear positive reply something. Yeah,
this is awesome. Let's book a call,
374
00:30:53.430 --> 00:30:57.770
etcetera, or you can just get something
like I'm not interested. And this is
375
00:30:57.770 --> 00:31:02.580
critical. I'm tracking even. Negative
replies. I'm tracking because this is
376
00:31:02.580 --> 00:31:07.120
very important. We got our person on
the phone. Now. We need to understand
377
00:31:07.130 --> 00:31:12.650
if they're not interested. Why? Because
if will understand the reasons why we
378
00:31:12.650 --> 00:31:17.250
can update our disqualification
criteria, correct and never reach out.
379
00:31:17.250 --> 00:31:21.670
And never waste time on this stargate.
I mean, on this account that result,
380
00:31:21.740 --> 00:31:27.930
they feed our ideal customer profile.
So I was preparing this scenarios on
381
00:31:27.950 --> 00:31:32.700
our SDR was reaching out and say, Like,
for example, if you then we'll say Okay,
382
00:31:32.700 --> 00:31:36.130
guys, I am not interested. This is not
relevant. So we were like, Can you
383
00:31:36.130 --> 00:31:39.920
please? Okay, this is fine. We're not
going to persuade you to book a call
384
00:31:39.920 --> 00:31:44.030
with us, but can you please give me
just more, you know, details why you
385
00:31:44.030 --> 00:31:47.320
are not interested? Because we were
thinking we were doing our manual
386
00:31:47.320 --> 00:31:51.430
research. And this is just a human, you
know, question from human. Can you
387
00:31:51.430 --> 00:31:55.530
please help me to just improve my
perspective and targeted? So why you
388
00:31:55.530 --> 00:31:58.990
are not interested? And you can just
provide some details. And this is how
389
00:31:58.990 --> 00:32:04.140
we were collecting this feedback on
later. You know, implementing it in our
390
00:32:04.150 --> 00:32:11.740
campaigns. So the key, the key metric
here, obviously Waas positively booked
391
00:32:11.750 --> 00:32:16.830
meetings. I mean, meetings with
somebody from our target accounts on in
392
00:32:16.830 --> 00:32:24.190
this particular case, our general reply
rate waas such a 7% which is way above
393
00:32:24.200 --> 00:32:28.060
you know, the cold outreach on a
positive reply, right? Finally, we
394
00:32:28.060 --> 00:32:34.450
booked, uh, like 11 meetings on six
from 11 meetings close successfully.
395
00:32:34.460 --> 00:32:38.360
And that's pretty impressive.
Especially since this was almost just a
396
00:32:38.360 --> 00:32:41.810
pilot. Just to figure out if it was
viable on it certainly shows that it is
397
00:32:41.810 --> 00:32:47.590
viable and that it's worth scaling and
you can even scale it better and faster
398
00:32:47.590 --> 00:32:50.900
with some of the learnings you probably
got from all the different responses
399
00:32:50.900 --> 00:32:56.090
and conversations that you've now had.
So as the company goes to is probably
400
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very happy with this and now goes to
implement it. What are some
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00:32:59.450 --> 00:33:05.350
recommendations you're giving to them
to scale the effort? So in terms of
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00:33:05.350 --> 00:33:10.510
scale and efforts, you know the key,
the key here is documented everything
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00:33:10.560 --> 00:33:17.340
and basically recording all the calls,
all you know and the analysis, the next
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00:33:17.340 --> 00:33:21.230
step should be the analysis off these
calls The analysis off your cadences
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00:33:21.230 --> 00:33:28.480
and the analysis off these, uh,
playbook you have created cause in this
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00:33:28.480 --> 00:33:33.470
case, you will be able to improve. You
know, as I mentioned. First of all, if
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00:33:33.480 --> 00:33:38.780
that you must be read it that that will
the accounts that won't be interested.
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00:33:38.780 --> 00:33:42.860
You know, unfortunately, there are no
magic, you know, once or bullets, you
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00:33:42.860 --> 00:33:50.550
know, get 100% reply rate. So your goal
is to analyze why this by thes
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00:33:50.550 --> 00:33:54.350
companies are not interested. So you
can update your disqualification
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00:33:54.350 --> 00:33:58.990
criteria. We won't waste time on this
campaign at the same time, there was
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00:33:58.990 --> 00:34:04.190
one more question, you know, once, for
example, if a prospect waas saying
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00:34:04.190 --> 00:34:08.120
something like I am interested, let's
have a call we're asking. Can you
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00:34:08.120 --> 00:34:12.159
please tell me what exactly resonated
with you from our proposal? You know?
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00:34:12.159 --> 00:34:16.960
So this is how we could identify this?
Let's say unique value proposition
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00:34:16.960 --> 00:34:21.949
amplifiers. What exactly, you know,
motivated to influence or caught the
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00:34:21.949 --> 00:34:26.350
attention what I will call it.
Basically, using these phrases, we
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00:34:26.350 --> 00:34:30.860
updated the LinkedIn profiles later,
you know, used it on the home page,
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00:34:30.870 --> 00:34:34.760
etcetera. This is how you can improve
your marketing message in general.
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00:34:34.840 --> 00:34:40.230
Undocumented processes cause, uh, once
you want to scale it As I mentioned, it
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00:34:40.230 --> 00:34:44.980
was done only by me and one as they are.
But once you you know, you want to
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00:34:44.980 --> 00:34:50.440
involve more SGR once you want toe.
Basically one thing I forgot to tell.
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00:34:50.440 --> 00:34:55.690
So we had one person who was in charge
off the country search. Basically, that
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00:34:55.690 --> 00:34:59.920
was the sort of person that was
involved until the campaign. Basically
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00:34:59.930 --> 00:35:04.830
this process waas outsourced. But if
you want to have this process and house,
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00:35:04.830 --> 00:35:10.110
you need toe document how you are doing
account research? This is critical.
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00:35:10.120 --> 00:35:16.880
This is probably the only way how toe
scale the campaigns and last one is pro
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00:35:16.890 --> 00:35:22.010
is making the takeaways from the
campaign. Basically, you need to write
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00:35:22.010 --> 00:35:27.190
down what was done. Well, what didn't
work on? Why didn't it work? And what
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00:35:27.200 --> 00:35:32.060
can you do to improve it in future?
These are the best practices. Fantastic.
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00:35:32.070 --> 00:35:37.010
I'm sure they're tickled to death to
take this and go and run with it. Um,
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00:35:37.050 --> 00:35:41.220
Andre, thank you so much for joining me
on the episode today. If people want to
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00:35:41.220 --> 00:35:45.060
learn more about this case study and go
into the more nitty gritty. Where can
434
00:35:45.060 --> 00:35:48.020
they find that? And where can they
connect with you online if they wanna
435
00:35:48.020 --> 00:35:52.120
learn more? So these Air square to
connect with me, it's linked to them.
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00:35:52.120 --> 00:35:57.190
Just type Andres in college. I don't
think there are many, uh, people with
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00:35:57.200 --> 00:36:02.280
that full name on. Yeah, if you'd like
to learn more about this case started
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00:36:02.290 --> 00:36:07.960
is a full final dot i all slash ADM
campaign on. You'll see this case
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00:36:07.960 --> 00:36:12.540
started with all the orchestration and
the execution. Details. Fantastic were
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00:36:12.540 --> 00:36:17.550
also include a link to both Andres
linked in profile and the case study in
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00:36:17.550 --> 00:36:22.250
the show Notes of this episode on
Swedish media dot com. In case you
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00:36:22.250 --> 00:36:25.450
wanna learn more Andre again, Thank you
so much for joining me on the show
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00:36:25.450 --> 00:36:29.750
today. Thanks from bythe
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00:36:33.130 --> 00:36:37.320
It's Sweet Fish were on a mission to
create the most helpful content on the
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00:36:37.320 --> 00:36:41.900
Internet for every job, function and
industry on the planet. For the B two B
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00:36:41.900 --> 00:36:45.920
marketing industry, this show is how
we're executing on that mission. If you
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00:36:45.920 --> 00:36:49.510
know a marketing leader, that would be
an awesome guest for this podcast.
448
00:36:49.520 --> 00:36:52.970
Shoot me a text message. Don't call me
because I don't answer unknown numbers,
449
00:36:52.980 --> 00:36:59.710
but text me at 4074903328 Just shoot me.
Their name may be a link to their
450
00:36:59.710 --> 00:37:03.520
linked in profile, and I'd love to
check him out to see if we can get them
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00:37:03.520 --> 00:37:05.160
on the show. Thanks a lot.