No Forms. No Spam. No Cold Calls.

WEBVTT 1 00:00:05.740 --> 00:00:10.340 welcome back to be to be growth. I'm Dan Sanchez on LinkedIn. Many of you 2 00:00:10.350 --> 00:00:14.370 know Mia's Dan Chevez and I'm continuing my journey into account 3 00:00:14.370 --> 00:00:18.320 based marketing, and I am quite a few episodes in now, and the journey is 4 00:00:18.320 --> 00:00:21.480 getting very interesting. Is the whole world of account based marketing is 5 00:00:21.480 --> 00:00:26.060 starting to unfold in front of me, and I'm like, Oh my goodness, there's so 6 00:00:26.060 --> 00:00:29.450 much opportunity here. Just the amount of data B two B marketers have to be 7 00:00:29.450 --> 00:00:33.580 able to market to key accounts is just outstanding. And, yes, there are some 8 00:00:33.580 --> 00:00:36.800 hurdles with B two B and that you have to try to get multiple stakeholders to 9 00:00:36.800 --> 00:00:39.550 try to buy in, and it could be really difficult to work in account. I get it, 10 00:00:39.550 --> 00:00:45.070 but still coming from the B two c world. I'm like there's just so much data. 11 00:00:45.070 --> 00:00:48.400 It's just so much easier when you know people, at least on the marketing side. 12 00:00:48.410 --> 00:00:51.040 Maybe on the sales side, not so much. Maybe it is harder, but on the 13 00:00:51.040 --> 00:00:54.760 marketing side, I'm like, man, this is just too good like we know so much. And 14 00:00:54.760 --> 00:00:57.410 of course, the work is always hard marketing is always changing. It's 15 00:00:57.410 --> 00:01:01.400 getting more complicated. Hopefully, it'll be a little less complicated as 16 00:01:01.400 --> 00:01:07.220 we go along on this a B m journey and could unpack what good and better and 17 00:01:07.220 --> 00:01:11.300 best A B M campaigns can look like. But in today's episode, I'm actually 18 00:01:11.300 --> 00:01:15.670 reviewing a new resource that I just finished reading called No Forms, No 19 00:01:15.670 --> 00:01:20.840 Spam, no cold calls. And it is a book by Lat Nie Conan, and I believe it was 20 00:01:20.840 --> 00:01:24.020 published recently. Like this year. She mentioned the pandemic a few times, and 21 00:01:24.020 --> 00:01:29.280 I'm like, Oh, this book. This book is newest books fresh and it was a 22 00:01:29.280 --> 00:01:33.080 wonderful book on account based marketing. I learned a ton from it. Of 23 00:01:33.080 --> 00:01:36.750 course, every book has its good and its bad, but let's dive into some of the 24 00:01:36.750 --> 00:01:41.360 good and then review some of the major points that I was like, uh, this makes 25 00:01:41.360 --> 00:01:46.110 it a little bit hard of consumers a book. And then I'm gonna dive deep into 26 00:01:46.120 --> 00:01:51.110 what she calls 11 capabilities you need in your A B M tech stack. So let's dive 27 00:01:51.110 --> 00:01:55.150 into first. Some of the things I liked about the book for, starting with the 28 00:01:55.150 --> 00:01:59.070 fact that it is just more detailed, like there's just a lot of details like 29 00:01:59.070 --> 00:02:03.240 she leaves nothing back. She goes into the nitty gritty when it comes Thio 30 00:02:03.250 --> 00:02:07.390 implementing an a B M campaign. She also spends a lot of time giving 31 00:02:07.390 --> 00:02:11.270 context to the A B M campaign and goes over like the Sea Mo's role and in the 32 00:02:11.270 --> 00:02:14.930 general, how it fits into the general company strategy. She's quoting, like 33 00:02:14.940 --> 00:02:20.120 how they use Salesforce's strategic planning model and how that plays into 34 00:02:20.130 --> 00:02:24.530 marketing and how that plays into their account based marketing campaigns, 35 00:02:24.530 --> 00:02:28.750 which is very fun. They also give specifics on how different roles fit 36 00:02:28.750 --> 00:02:32.430 into an A B M marketing strategy, like from a marketing perspective from an 37 00:02:32.430 --> 00:02:36.810 SDR from an a R. Those are really helpful. A few of the things I didn't 38 00:02:36.810 --> 00:02:42.070 like a much, though, is that you know, as the CMO of one of the major a. B M 39 00:02:42.070 --> 00:02:47.600 tech stack cos it does get hard to essentially take. You have you have to 40 00:02:47.600 --> 00:02:50.730 take everything, she says with a grain of salt, as far as like what you need 41 00:02:50.730 --> 00:02:54.360 to run in a B M campaign, because you know it's hard to eliminate the bias. 42 00:02:54.370 --> 00:02:57.600 Everything just because six cents delivers those things doesn't 43 00:02:57.600 --> 00:03:03.230 necessarily make them required. Even still, it was really interesting to get 44 00:03:03.230 --> 00:03:07.580 into a chapter that uncovered, like, the 11 capabilities that she would say 45 00:03:07.580 --> 00:03:10.910 you need in your a B M Tech stack it was interesting for me because I'm like, 46 00:03:10.910 --> 00:03:13.980 Oh, I didn't even know those were things to consider Um, And I think for 47 00:03:13.980 --> 00:03:17.170 a lot of marketers, it's just fun to see what other people are doing and 48 00:03:17.170 --> 00:03:21.470 what's possible. That way you can kind of assess if you need it for yourself 49 00:03:21.470 --> 00:03:25.260 or if that's something you want to dio. I will say that I don't know how much 50 00:03:25.260 --> 00:03:29.690 six cents costs, but I've heard like these Big A B M stacks are fairly 51 00:03:29.690 --> 00:03:34.540 pricey, like so this is a very sophisticated implementation of account 52 00:03:34.540 --> 00:03:38.090 based marketing that she gives in the book, and that's okay. Sometimes it's 53 00:03:38.090 --> 00:03:42.190 cool to show, like all the bells and whistles and what it can be with all 54 00:03:42.190 --> 00:03:45.360 the right people in all the money in the world to be ableto accomplish this 55 00:03:45.360 --> 00:03:49.040 thing. I still like to do case studies and I've done a few case studies 56 00:03:49.040 --> 00:03:52.690 already of what it could look like in a smaller scale so that you could test it 57 00:03:52.690 --> 00:03:55.770 and see if account based marketing works for you and your company so that 58 00:03:55.770 --> 00:04:00.790 you can then invest into something like Six cents or Terminus or Demand Base or 59 00:04:00.790 --> 00:04:04.140 any of those things start to make more sense if you can validate it on a 60 00:04:04.140 --> 00:04:08.240 smaller scale. And I think a B M is very doable on a on a smaller scale. 61 00:04:08.250 --> 00:04:13.760 But that being said, Let's dive into the 11 capabilities. Uh, this book says 62 00:04:13.760 --> 00:04:17.930 you need in your A B M text act to kind of give some of the best points of the 63 00:04:17.930 --> 00:04:23.340 book. The first one is a customer data platform Okay, that you need in your a 64 00:04:23.340 --> 00:04:28.350 B M tech stack or what they call CDP s now. She mentioned multiple times in 65 00:04:28.350 --> 00:04:31.560 the book that this is like, boring like people are always searching for CDP s 66 00:04:31.560 --> 00:04:35.130 and she doesn't understand why. But we have to be where the marketer is that 67 00:04:35.130 --> 00:04:39.660 she says in the book. And I'm like what C d P s like to me coming from the BBC 68 00:04:39.660 --> 00:04:42.700 space. I'm like this is new to me. I love this information. You mean there's 69 00:04:42.700 --> 00:04:46.220 actually platforms out there where I could get all the information I need on 70 00:04:46.220 --> 00:04:50.140 the target accounts that I've defined as my best accounts? That's amazing. I 71 00:04:50.140 --> 00:04:54.180 want more of that and see GPS. If you don't know I'm sure many of you do is 72 00:04:54.180 --> 00:04:58.450 be to be marketers, that it's just the ability to get the data and capture it 73 00:04:58.460 --> 00:05:03.050 and then have the ability to like de duplicating update your your CRM 74 00:05:03.050 --> 00:05:06.220 essentially and your target accounts that you've listed. So you always have 75 00:05:06.220 --> 00:05:09.690 fresh data, and it's always up to date. So if they change their name, boom, 76 00:05:09.690 --> 00:05:12.450 it's already up to date because you have access to the CDP s that are 77 00:05:12.450 --> 00:05:16.910 updating all the time. And that could include data like contact data firm, a 78 00:05:16.910 --> 00:05:20.680 graphics and techno graphics. So essentially data sources that are 79 00:05:20.680 --> 00:05:24.800 always updating your CRM. So your records are always fresh. I've no I've 80 00:05:24.800 --> 00:05:27.970 worked with multiple CRM, and it got starts to suck. When your your CRM is 81 00:05:27.970 --> 00:05:30.480 out of date, it just doesn't make it reliable, and if it's not reliable, 82 00:05:30.480 --> 00:05:34.060 then no one likes to use it right. So that just makes sense, though it seems 83 00:05:34.060 --> 00:05:38.170 like in B two b, there's a lot more sources of data than I've ever seen 84 00:05:38.170 --> 00:05:41.030 before. And it's almost like I'm swimming in data with the amount of 85 00:05:41.030 --> 00:05:44.220 sources, and some of them are expensive and some of them are cheap. It was like 86 00:05:44.220 --> 00:05:46.730 one I just found recently was crunch base. I was like, Oh my gosh, I could 87 00:05:46.730 --> 00:05:50.310 just get this information for a subscription of 34 bucks a month and I 88 00:05:50.310 --> 00:05:52.890 know some are in the thousands and thousands, and it's fresher and more 89 00:05:52.890 --> 00:05:59.120 full and stuff like that. But CDP s number one number two intent data like 90 00:05:59.120 --> 00:06:03.930 having the ability to know when a key account has searched on a search engine 91 00:06:03.940 --> 00:06:06.830 so that you could know, like if they have intent to buy something that you 92 00:06:06.830 --> 00:06:11.200 sell. I'm like, Holy cow! Is this like, Is this a thing like you could actually 93 00:06:11.200 --> 00:06:14.780 know when somebody's search something like, Ah, contact record to search 94 00:06:14.780 --> 00:06:17.670 something. It almost seems like a data privacy kind of thing, and I don't know 95 00:06:17.670 --> 00:06:21.450 where I don't know where the heck six cents gets this data, but I want it. 96 00:06:21.540 --> 00:06:24.910 I'm like, Yes, please. I would love to know when our Mikey accounts are 97 00:06:24.910 --> 00:06:29.280 searching for a specific things that is huge buying intent and huge indicators. 98 00:06:29.290 --> 00:06:33.040 There's other ways Thio, you know, get intent. But that's a really good, 99 00:06:33.040 --> 00:06:39.220 really good one. So that's number two for them. Josh, what do you think is 100 00:06:39.230 --> 00:06:43.090 the most irritating thing for B two B buyers right now, an Logan. I love 101 00:06:43.090 --> 00:06:46.730 talking to you about this. You know that the number one challenge right now 102 00:06:46.730 --> 00:06:51.540 is that many customer facing teams in the B two B space right now are forcing 103 00:06:51.550 --> 00:06:55.990 their potential buyers, too, by the way that they want to sell. Buyers don't 104 00:06:55.990 --> 00:06:59.780 wanna buy that way right now. They wanna, by the way they want to buy. We 105 00:06:59.780 --> 00:07:04.130 need to enable those buyers. We call this buyer enablement at sales reach. 106 00:07:04.140 --> 00:07:08.440 We need to enable those buyers to make better decisions quicker in a 107 00:07:08.440 --> 00:07:11.930 comfortable environment that's more personalized for them to move forward 108 00:07:11.930 --> 00:07:15.840 with that process. Dude, that's awesome. I couldn't agree more. Since I've been 109 00:07:15.840 --> 00:07:19.660 using sales reach in my own sales process, it's allowed me to really 110 00:07:19.670 --> 00:07:24.050 enable the buyer to move more quickly in really two ways. One, They don't 111 00:07:24.050 --> 00:07:27.720 have to download a bunch of attachments. Aiken send them toe one page with the 112 00:07:27.720 --> 00:07:31.800 proposal. Case studies Different resource is because, let's face it, the 113 00:07:31.800 --> 00:07:35.860 proposal is just one part of the sales conversation and probably Onley one 114 00:07:35.860 --> 00:07:40.130 sales enablement piece of content that you're sending so it makes it easier on 115 00:07:40.130 --> 00:07:43.580 them. And then the other thing is, you know, we're selling to our champions, 116 00:07:43.580 --> 00:07:46.950 and then we're making them have to re give our pitch to the entire buying 117 00:07:46.950 --> 00:07:51.290 committee. So one thing I do is put a custom 2 to 3 minute video on the top 118 00:07:51.290 --> 00:07:54.820 of my sales reach page that says, Hey, here's all the resource is tie it back 119 00:07:54.820 --> 00:07:57.580 to the conversation. Here's the proposal. Let me know if you have any 120 00:07:57.580 --> 00:08:01.700 questions, and it allows me to give a little bit of kind of a mini pitch to 121 00:08:01.700 --> 00:08:05.310 the rest of the buying committee, introduce myself, which helps me build 122 00:08:05.310 --> 00:08:08.770 trust and credibility and helps the buyer not have to repeat the entire 123 00:08:08.770 --> 00:08:13.170 pitch from scratch. So if anybody is looking to do the same thing in their 124 00:08:13.170 --> 00:08:16.600 own sales process, I'd highly suggest they reach out to you and the team over 125 00:08:16.600 --> 00:08:21.110 its sales Reach for anybody listening. Just go to sales reach dot io to talk 126 00:08:21.110 --> 00:08:22.250 to Josh and the team 127 00:08:23.640 --> 00:08:29.140 number three is account identification or essentially more data on the 128 00:08:29.140 --> 00:08:34.710 contacts within the account. So why, It almost seems to me like it overlaps 129 00:08:34.710 --> 00:08:37.789 with the C. D. P s. But at the same time, I'm like, If you know who the 130 00:08:37.789 --> 00:08:41.990 company is, you still need to know who the individual players are. Who is the 131 00:08:41.990 --> 00:08:45.540 best decision maker that you are trying to access or multiple decision makers? 132 00:08:45.540 --> 00:08:49.300 Right? Because usually they're making choices as a team. So a good tech stack 133 00:08:49.300 --> 00:08:54.860 has that. And that's number three. Number four is a I driven predictions, 134 00:08:55.440 --> 00:08:59.490 and you really need a lot of data to be able to pull this off. And you're 135 00:08:59.490 --> 00:09:04.210 probably a big company to be able to use AI correctly, but it guess it can 136 00:09:04.210 --> 00:09:08.310 help. If you're having a I be making recommendations on us. Faras who's 137 00:09:08.320 --> 00:09:14.080 who's where in there buying. If the AI is able to look at all thousands and 138 00:09:14.080 --> 00:09:18.470 thousands of companies out there from that you've gathered from the CDP s 139 00:09:18.480 --> 00:09:24.550 that you've enriched with intent data your and have, of course, account data 140 00:09:24.550 --> 00:09:27.270 with it. So these people and it's like trying to mix all this together and 141 00:09:27.280 --> 00:09:30.270 because it's so much data, you probably do need artificial intelligence to go 142 00:09:30.270 --> 00:09:33.910 through and scrape it and give you the best of the best. Part of me wonders if 143 00:09:33.910 --> 00:09:37.680 it actually needs to be a I driven. If just type parameters would actually do 144 00:09:37.680 --> 00:09:41.590 the trick. I don't know why AI has to be thrown into everything. I just think 145 00:09:41.590 --> 00:09:44.880 it's almost like a selling point. Sometimes it drives me crazy because to 146 00:09:44.880 --> 00:09:48.410 do a I, well, machine learning literally takes millions of data points. 147 00:09:48.410 --> 00:09:51.750 So unless you're operating in the million's, I don't know why it's 148 00:09:51.750 --> 00:09:56.720 necessary. But it's number four in the 11 things. So moving on to Number five 149 00:09:56.730 --> 00:10:01.900 is third party data, and then again, this is I don't know why. It's almost 150 00:10:01.900 --> 00:10:05.640 seems like in the book there's like like all these data sources, and I 151 00:10:05.640 --> 00:10:08.580 can't differentiate them sometimes, But it is. Point number five is third party 152 00:10:08.580 --> 00:10:13.090 data essentially demographic from a graphic and techno graphic pulling it 153 00:10:13.090 --> 00:10:17.390 in. It seems like that was a different part, but it is number five in the book. 154 00:10:17.400 --> 00:10:22.180 Number six is easy segmentation, both. So it's easy for your people to create 155 00:10:22.190 --> 00:10:26.090 static and dynamic segments, of course, because you wanna be able to market to 156 00:10:26.090 --> 00:10:30.430 them differently. Number seven is orchestration, just making it easy to 157 00:10:30.430 --> 00:10:34.620 plan and build out all the marketing campaigns you want to be able to run. 158 00:10:34.630 --> 00:10:37.990 Number eight is display advertising, and then we get to the meat of what it 159 00:10:38.000 --> 00:10:41.300 actually does, cause all this, like the first seven steps, are like all the 160 00:10:41.300 --> 00:10:44.420 things you need just to begin to even do something with. So I guess, in a 161 00:10:44.420 --> 00:10:48.540 sophisticated system, you need all these things again. This is a very 162 00:10:48.540 --> 00:10:51.420 sophisticated set up in a very expensive set up, but a We finally get 163 00:10:51.420 --> 00:10:55.860 to display advertising so you can run the right ads to the right person in 164 00:10:55.860 --> 00:10:59.580 the right part of the funnel at the right time, which is like the dream 165 00:10:59.580 --> 00:11:03.090 right to be able to show the ad for the right person and and there's nothing 166 00:11:03.090 --> 00:11:06.470 really new with this. They've been talking about information, marketing or 167 00:11:06.470 --> 00:11:11.560 information based advertising for decades now, But at this point, we can 168 00:11:11.560 --> 00:11:15.010 actually do it way better, especially if we know everything about them. 169 00:11:15.010 --> 00:11:19.660 Almost what they're searching, who they are, what what company They work for, 170 00:11:19.660 --> 00:11:23.800 what level they're working at, who they're working with, which other 171 00:11:23.810 --> 00:11:27.040 contacts within the company are doing what I mean. It is a little bit big, 172 00:11:27.040 --> 00:11:30.900 brother, right? But still, you can run the right add to the right person. 173 00:11:30.900 --> 00:11:34.610 That's pretty powerful. And I know that's the big, big selling point. A 174 00:11:34.610 --> 00:11:39.920 lot of these systems number nine is personalization, essentially tailoring 175 00:11:39.920 --> 00:11:44.060 content to their current buying stage. So you're not recommending, you know, 176 00:11:44.060 --> 00:11:47.870 the wrong block post for the wrong person. You're sending the right part. 177 00:11:47.880 --> 00:11:50.280 You're sending the right block post to the right person at the right time or 178 00:11:50.280 --> 00:11:53.760 the right video of the right text message or whatever. Your tailoring the 179 00:11:53.760 --> 00:11:57.070 content. So it's special to them and actually makes sense for them so they 180 00:11:57.070 --> 00:12:01.220 could take the next step of the journey wherever they're at the funnel. And 181 00:12:01.570 --> 00:12:05.830 there's so many ways to do that. And I guess if you have all this information, 182 00:12:05.840 --> 00:12:08.960 then you can probably do it a little bit better, though Still, part of me 183 00:12:08.960 --> 00:12:13.030 wonders. I'm like, I don't know. Can't you just do that by re targeting them 184 00:12:13.030 --> 00:12:17.450 based on a specific page they visited recently and then tailoring that 185 00:12:17.450 --> 00:12:21.380 content to him that way? Or just automating an email the trigger based 186 00:12:21.380 --> 00:12:25.990 on them hitting this specific page? But still, I know a big selling point of a 187 00:12:25.990 --> 00:12:29.600 B. M is personalization. I actually prefer more of a 1 to 1 approach, but 188 00:12:29.600 --> 00:12:33.150 maybe you personalize and then get them to a one on one approach is what I'm is 189 00:12:33.150 --> 00:12:38.430 what I'm thinking. Six inch allows you to dio Number 10 is sales insights so 190 00:12:38.430 --> 00:12:41.790 being able to give the right insights to sail so they can pick up the right 191 00:12:41.790 --> 00:12:46.830 records to follow up with them with the right tools, right? Your sales has to 192 00:12:46.830 --> 00:12:50.820 be working on these accounts hand in hand. Otherwise they become missed 193 00:12:50.820 --> 00:12:54.190 opportunities really quickly. If sales is an aligned on this, you might be 194 00:12:54.190 --> 00:12:57.470 delivering the right accounts. But if sales is an aligned on following up in 195 00:12:57.470 --> 00:13:00.750 the same messaging and the same sequence you've been following up with 196 00:13:00.750 --> 00:13:03.290 them with because there's so much overlap between these two are 197 00:13:03.290 --> 00:13:06.550 departments now, as far as like the communications, then you're gonna lose 198 00:13:06.550 --> 00:13:10.570 the deal. And that makes sense. And number 11 is analytics. Of course, you 199 00:13:10.570 --> 00:13:15.120 gotta be able to track or track all the activity through these funnels and make 200 00:13:15.120 --> 00:13:19.270 sure things are working so you can kill off certain segments of ads, improve 201 00:13:19.270 --> 00:13:23.970 the personalization, run better landing pages, all that and so those are the 11. 202 00:13:23.970 --> 00:13:27.060 And those were insightful to me because it kind of showed me like what this 203 00:13:27.060 --> 00:13:30.450 very robust tech stack is supposed to look like. And there's some things that 204 00:13:30.450 --> 00:13:32.920 are really intriguing that I really wanna learn more afterwards, 205 00:13:32.920 --> 00:13:36.240 specifically like the intent data. How do they know what people are searching? 206 00:13:36.240 --> 00:13:39.920 I'm like, How can I get access to that data without buying success? Honestly, 207 00:13:39.920 --> 00:13:44.320 But at the same time, if that that would be a huge selling point for me. 208 00:13:44.320 --> 00:13:47.710 If I were considering throwing down a lot of money on on a software package. 209 00:13:47.720 --> 00:13:51.630 I'm actually looking forward to interviewing the author later on in the 210 00:13:51.630 --> 00:13:54.870 month and I'll ask her straight up, like, How do you get this data? And 211 00:13:54.870 --> 00:13:59.270 maybe that's a trade secret I don't know. So stay tuned for that. But I was 212 00:13:59.270 --> 00:14:03.400 still good to kind of get a different picture that was honestly pushing their 213 00:14:03.400 --> 00:14:07.860 product probably a little bit too much, but at the same time, it's their books. 214 00:14:07.860 --> 00:14:13.020 So they could do that. It's their book. I would if it were my book. So those 215 00:14:13.020 --> 00:14:16.210 are some of the small details I've pulled out of this book. Hopefully, it 216 00:14:16.210 --> 00:14:20.070 was helpful to you. It certainly led me to want to dig a little bit deeper into 217 00:14:20.070 --> 00:14:24.370 what some of these bigger platforms can dio and figure out which pieces can be 218 00:14:24.370 --> 00:14:26.950 gained elsewhere. What are the advantages of bringing them all 219 00:14:26.950 --> 00:14:31.580 together with one platform and trying to figure that out over the next set of 220 00:14:31.580 --> 00:14:34.550 interviews over the next couple of weeks? So again, thank you for joining 221 00:14:34.550 --> 00:14:38.470 me on that journey. We're gonna continue pressing on. I cant wait. Thio 222 00:14:38.480 --> 00:14:41.400 come to some conclusions at the end here and then write it all up into 223 00:14:41.400 --> 00:14:46.120 report for all of you. It's been fascinating to me and hopefully helpful 224 00:14:46.130 --> 00:14:46.660 to you 225 00:14:50.740 --> 00:14:54.720 is the decision maker for your product or service of BTB marketer. Are you 226 00:14:54.720 --> 00:14:58.940 looking to reach those buyers through the medium of podcasting. Considered 227 00:14:58.940 --> 00:15:03.880 becoming a co host of B two B growth, this show is consistently ranked as a 228 00:15:03.880 --> 00:15:07.800 top 100 podcast in the marketing category of Apple podcasts, and the 229 00:15:07.800 --> 00:15:13.390 show gets more than 130,000 downloads each month. We've already done the work 230 00:15:13.400 --> 00:15:17.610 of building the audience so you can focus on delivering incredible content 231 00:15:17.620 --> 00:15:22.350 to our listeners if you're interested. Email Logan at sweet fish media dot com.