Transcript
WEBVTT
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Yeah.
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Welcome back to be to be growth. We are
here live today on clubhouse. If you're
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not already following Dan and myself on
clubhouse, you should be at James
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Carberry at Dan Chevez. And today we
are going to be talking about a five
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part B two B podcast marketing plan
that Dan recently put together. I
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thought it was incredible, and I wanted
to use clubhouse to share it with the
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world. So we'll do about a 15 minute
interview with Dan, and then we're
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going to open it up to the audience to
ask questions based on this
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conversation. So if you have questions,
if you're in the live audience right
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now and you've got questions, raise
that hand and we'll call you up in
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about 15 minutes whenever we're ready
to do this. So, Dan, what was the
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precipice for us putting this kind of
five part plan together, mostly just
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people requesting it, asking about it,
knowing if there's something they could
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write for their podcast. I noticed
enough people were searching it on
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Google as well. I was like, Well, that
certainly justifies writing a blog post
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about it, and then we had plans about
our own podcast. And then because there
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are so many questions about it, I
decided to actually just think through
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like, Okay, we have a plan, but what do
we got to do to make it more robust?
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I'm actually a huge fan of marketing
plans. I know that's been like poo
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pooed like a lot over the last 5, 10
years, especially around startup
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culture and tech and SAS, because, you
know, as soon as you got the plan ready
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while the plan changes, but at the same
time, I find that plans are really
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necessary, especially as you have
actual team, especially as you have
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multiple people looking for this
podcast to produce results. You kind of
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need to have it down in writing because
everybody might have a different idea
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of what success looks like. Everybody
might have a different idea of what the
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podcast is here for, who we're
targeting with the podcast, what the
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podcast is about. What's the actual
official name of the podcast? What
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should we send people? Where should we
send people like people have questions
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and actually documenting it all on a
plan is the place where you can just
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shoot the people to plan instead of
having to explain to every single time?
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Yeah, yeah. Especially as we know that.
I mean, there are lots of hands that
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touched the podcast. I mean, you've got
folks that are doing your audio. You've
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got folks doing your written content.
You've got designers helping with
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repurposing the podcast content and the
visual assets. You've got videographers.
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And so I think having a documented plan
makes so much sense to me. I wish we
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would have done this earlier in the
life of GDP growth. But the first part
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of this five part plan is the podcasts
information. Can you walk us through?
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What? What is the information that you
want to have documented in this first
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part of the plan? So funny, Because
this is the kind of stuff that people
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feel like they don't need a document.
But you do even when you build the
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website, you know, like the designers
are going to be like. Okay, Well, what
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do you want on the web page? Remember
the first time I built the website for
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a band? Actually, I'm like, Okay,
you're websites up. What do you want me
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to put on it. They're like, I don't
know. I'm like, Oh, okay, well, your
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photos on it and the name of your bands
on it. So there's your website, but
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it's the same thing for your podcast.
Like people need the information they
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need the basics like, Okay, what's the
name? What's the description? What's
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the cover art look like? How often I'll
post style guide if you have to wonder
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if you branched out beyond the cover
art right, which hopefully you are.
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Hopefully you are splintering your
episodes into social graphics and
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things like that. So where is the home
for your website? Doesn't have a
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website? Are their social media
properties like separate social media
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properties for your podcast like we
have for Lincoln? We have GDP growth.
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It's a It's an actual company page for
the podcast. How many other pages do
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you have for your podcast? Who are the
show host? Right? If you have multiple
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hosts, who are they? And why now?
What's the production? Kate? It's like,
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how often are you producing episodes?
So those are all kind of like the basic
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things that people don't think that
they need written down. But you do,
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because every once in a while, someone
new on the team's new to the podcast
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and they don't know any of this.
Imagine you hire someone new and
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they're like, Oh, can you help us with
the podcast? They're like, Oh, okay,
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like they have no idea how often you
publish it. They have no idea who the
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hosts are, So then they go asking
feeling like they're asking stupid
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questions just because it's it's not
written down somewhere. Yeah, one that
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you didn't mention, but I think is huge,
is the premise. So we've been
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experimenting with premise development.
J. Kenzo talks a lot about about
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premise, and so in this section of your
plan in the kind of the podcast
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information section. If you've got a
premise for the show like for what we
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did with GDP growth last month, we're
starting to do every other month deep
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dives and so kind of formulated around
the quest. It's the Quest is one of the
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premises that J talks about, but Dan
has been on a quest to do a deep dive
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in all of these different B two B
marketing disciplines. So last month he
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did a deep dive on account based
marketing. And we really you know, Dan
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was did a fantastic job of kind of
sharing his journey from B to C
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marketer to be to be marketer and doing
a deep dive on these different B two b
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marketing disciplines. So documenting
that premise in the B two B growth
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podcast marketing plan is really
important. We want everybody that's
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working on the show to understand what
the premise of the show actually is.
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Anything to add there. Dan, I know
you've been studying premise
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development a lot. Yeah, I just say
it's important to document because that
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becomes the important angle. It's what
makes your show different from other
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shows. Oftentimes a show. If you get
the topic right, that's good. But a lot
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of people will get the topic right. But
then, having an angle or premise to it
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is what makes it different and
documenting that somewhere. So other
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people jumping on his hosts know that
Hey, we're not just talking about that
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topic, which is usually pretty clear
from just the title and the art and
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description, all that kind of stuff.
But the premise is not just what we
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talk about is how we talk about it, and
that's important for anybody to know.
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All right, so the second part of this
five part being the podcast marketing
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plan is target. Audience details walk
us through. What are the details that
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you want to make sure that you get
documented in this part of the plan. So
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this part should probably the easiest
part to make of a plan, because you're
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mostly just going to pull it from your
general marketing plan. It's all the
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basic stuff of, like demographic
psychographic firma, graphics, your
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ideal customer profile and all that
kind of stuff. The difference that it's
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going to have apart from your marketing
plan, though, is it might be a little
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bit more nuanced for your podcast.
Specifically, one of our customers is
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upstart, and they have a beat a huge B
two C segment. But they also have their
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breaking into B two B, and their
podcast is just focused on B two B, and
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that needs to be specified here in the
podcast marketing plan, because
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otherwise their marketing plan is going
to have a totally different target and
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totally different segment, so you can
actually have a different segment for
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your podcast, and you do the rest of
your marketing plan even your other
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products, right? So it's worth noting
and documenting here, I would say, even
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for a B two B podcast marketing plan
specifically identifying your I c P for
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your guests and your audience is the
most important. Most of the time, those
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are going to be the same people. The
people you want to have as guests are
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the same people you want listening. But
sometimes it can be different, and
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that's okay. But you're gonna want to
have that written here because people
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doing outreach need to know. Yeah, so
in this section in target audience
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details, you want to spell out the
demographics. You want to spell out the
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psycho graphics, your firm, a graphics
of your ideal customer profile and that
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I C P is typically also the listener
persona as well that I did. I miss
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anything there on this second part of
the summer. It's kind of the simplest
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part because most marketers are pretty
familiar with dealing with target
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audience descriptions. Yeah, this next
one is gonna be fun because the next
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part of your plan is laying out your
account based marketing strategy. So
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you having just done a deep dive on a
VM last month for me to be growth and
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I'm excited for you to dive into this.
So what needs to be documented as part
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of the account based marketing strategy
portion of this plan? Man, this is the
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part I'm most excited about. After
doing the deep dive on a B. M. I was
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like, Oh, my gosh, we could be doing so
much more And we've been doing this for
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a long time. So it's not like we're new
to using a podcast for an A B M with an
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A B M like flavor angle to it, trying
to bring our i C. P s on his guests to
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build relationships with them, add
value to them and then hope those
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relationships matriculate to customers.
But actually, we're starting to build a
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much more robust plan around the
process of turning, uh, someone in your
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I c p to a guest to a customer. And we
actually did a whole podcast episode on
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that so I won't go into that hole thing.
But if you just go to our sweet fish
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media dot com and search a B M podcast
like we just There's an episode.
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There's a blog post to walk you through
the entirety of it, but some of the
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parts that are important in the plan
actually walked through Sand Graham's
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team model. But you're in here in the
plan. You actually differentiating it
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from the rest of an IBM plan? You might
have for how it works with the podcast.
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So that starts with your targeted list,
right? So team the T stands for target
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list. So what specific parts of your
targeted list are you going to target
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with your podcast that you're going to
invite as guests? Because you might
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have a larger A BM list and you're not
going to invite everybody on to be on
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your podcast? Unless you're doing like
a daily show like us, there's probably
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you probably have a bigger less than
what you can invite onto your podcast
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for your weekly show or something. So
which I target accounts make the most
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sense. You want to work with sales to
come up with that list, and that needs
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to be documented in your plan. Then How
are you going to do outreach for them?
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Specifically for the podcast. Like how
are you going to get in touch with them?
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Are you going to email them? Are you
going to reach out to them on social?
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How are you going to approach him as an
assistant going to do it for you? Are
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you going to do it? Is the host going
to do it? Those things? This is where
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you come up with that. This is where
you develop that thought. About how are
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you going to do this systematically?
And then how are you going to engage
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them once you do get them to agree to
be on the podcast? What's the sequence
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of events that you want to have happen
in order to create, like a V I p
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experience for those guests so that
they feel, you know, favorable, that
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they know you're good at following
through. They know you're good at
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creating good experiences for them.
It's something we're still tweaking and
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modifying for ourselves that GDP growth.
But this is the place where I'm going
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to be documenting it and putting it so
that everybody's on the same page as
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far as what needs to happen every time,
you know, and maybe it doesn't happen
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perfectly. But at least there's a plan
of what's supposed to happen so that
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everybody knows what the true North is.
What's supposed to happen for a guest
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engagement. And then what's the guest
activation plan? That's something our
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customers ask all the time is like, How
do you take your guests, then turn them
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into customers? We have some thinking
around that again. Go to Sweet Fish
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media dot com and search for ADM
podcasts. And that post will outline in
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detail what that process is for us. But
that's going to be in our podcast
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marketing plan under guest activation
plan and then, of course, measurement
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plan. How do you How do you know you're
successful with it? Were you going to
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be measuring the process of success
from getting people to go from list to
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scheduling a show, just showing up and
doing the interview to actually
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becoming a customer so that you know
this podcast? A BM method out apologies,
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actually delivering revenue by itself
without you know, you can kind of
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separate it out from other campaigns. I
love it awesome. Alright, The fourth
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part of this marketing plan, Dan, is
your content marketing strategy. So
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this is where I see a lot of BTB brands.
They only think that their podcast is
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going to be helpful to them from a
content marketing perspective. So I
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love that you just walked through
documenting your A B m strategy because
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that's a huge part of a B two B podcast
that so many people overlook. But now
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let's get into the content marketing
strategy part of this and make sure
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that we document the content marketing
component of our podcast as well. So
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what components go into this part of
the plan? Yeah, I love the content
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marketing around this because, I mean,
the director of Audience Group is like
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What I live for is building growing
audiences again. Some of this is kind
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of like the basic stuff that just needs
to live somewhere. Oftentimes, people
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just refer back to their websites to
make sure that they check their
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websites for what their plan even is.
Usually the website stays more up to
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date, but it should be your plan where
this gets written out. What content
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categories do you have for your podcast.
Do you just talk about one very
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specific category? You have multiple
categories of things that you talk
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about that are related to the
overarching theme of your podcast. What
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podcast episode types are you going to
do for your podcast? And that's things
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like one on one interviews, solo
episodes, panels. In fact, we haven't
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really done a lot of panels until
recently. With clubhouse. I'm sure
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James and others have done it would
zoom in the past and have multiple
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people on. But generally we haven't
done a lot of panels, and clubhouse is
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a great opportunity to record these
sessions. Have multiple people
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contribute to the conversation, even
have audience come in and contribute
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questions. So that's something new that
we're introducing to our own podcast.
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Where are you syndicating? The podcast
would be a section because you can go
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to Apple podcast. But of course,
there's many, many more apps. If you're
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not syndicating on Spotify and stitcher,
then you're missing out or Google
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podcasts. YouTube is a huge place to
consider syndicating your podcast now.
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So where are you syndicating it? And
then I think the biggest one that I
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think most people miss when it comes to
podcast and content marketing is
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thinking through a content splintering
plan
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for each episode. How many other pieces
of content can you create out of a
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single episode? Are you turning it into
a blog? Posts YouTube video, micro
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videos, text only post for social media
slide decks, quote, graphics, audio.
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Graham's case studies Are you going to
incorporate into your news? Are you
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going to turn it into a newsletter?
These are all these kinds of things you
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can be splintering your podcasts into.
Is there a rhythm and rhyme to which
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episode you turn into Which things? So
do you turn them all? Do you get the
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same content out of each one every
single time? This is where you would
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want to document it. I know. Even for
GDP growth, I'm still working on this
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part of the plan because we kind of
have, like, we don't really have a
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rhyme and a reason why we pick what we
pick. It kind of is for even for our
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own podcast, it kind of like it's based
on the host. I always ask for LinkedIn
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posts. James, I don't think you asked
for any additional elements. Every once
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in a while, you asked for a blood post,
but like trying to create a rhythm and
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a sequence to it is something we're
still working out internally. But this
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is where we would be documenting it.
Where are you promoting the channels?
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You know it's not enough just to post
it to syndicate it. You want to be
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posting it to LinkedIn? Twitter. But
where and why and how? How often are
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you going to share it? Once you're
going to share it twice to the same
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social channel, it's not a bad idea.
Are their secondary promotional
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channels? I'd say there's every plan
needs the primary channel in the
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secondary channel because, let's be
honest, you're not going to take the
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time to create contextual social posts
for every single episode. And I know
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for us we create the best post for
LinkedIn, and we probably don't spend
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any time right now currently with any
secondary social media channels. But I
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could I could at least be sharing the
link out to Twitter and the link out to
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Facebook, even if it's not like
optimized for Twitter and optimized for
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Facebook. At least it's being
syndicated there, right? That's kind of
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the lazy man's way to do it, and we
know it doesn't get a lot of engagement
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that way. But at least it's out there.
So there's any place where you're just
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kind of like doing the minimal
syndication. You're just dropping a
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link and pushing published What, what
channels are you going to be doing that
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with? And then the last part of this
content marketing plan is the guest
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social media plan. Honestly, after just
naming your podcast correctly so that
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it can be found in podcast apps. So
like thinking about, like, you know,
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like, what are people searching for
that is going to be relevant to your
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podcast and making that into the title?
Getting your guest to share their
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episodes is by far the biggest way.
Podcasts are growing subscriber ships,
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at least at least the easiest, lowest
hanging fruit that you can take
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advantage of. So coming up with a plan
to incentivize and make it easy for
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guests to share the episode, it could
be as simple as all we shoot them. An
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email when it goes live with links to
the episode that's that could be part
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of the planet could be more expensive.
You could create custom graphics for
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them. You could create custom assets.
You could tag them in social media.
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There's a lot of different things to do.
But if you want it to be done
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consistently and you want it to be done
perfectly every time, then it should be
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written down. Dan, you are, uh you're
you're dropping so much on this. For
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those of you in the live audience, I
know Dan is giving us a ton of content
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right now. And if your wrist is hurting
from trying to take all of these notes,
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know that we're going to be posting
this on BB growth. So if you're not
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already subscribed to be to be growth,
wherever you listen to podcasts,
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subscribe there. And in a few days
you'll see this episode come up on that
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feed. So if you miss something of one
of the many things that the gems that
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he's dropped no, that that's coming to
the podcast feed soon. I want to wrap
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this up with the last part of this five
part B two B podcasts and marketing
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planned and with the thought leadership
strategy. So this is again I mean,
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you're writing a book about thought
leadership. This is going to be
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something you're super passionate about.
But if you can try to convince us to a
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couple minutes because I still want to
give us, you know, at least eight or so
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minutes for Q and A. And we'll get
through this last part, this thought
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leadership strategy component of the
BDB podcast marketing strategy. And
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then we'll get into answering your
questions. Yeah, I mean, leadership is
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becoming a a big part of my life only
because I think it's it's so powerful,
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and whether you think the term is
cringe or not, there's a place for it.
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We could call it something else. We
could call it authority. We could call
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it something. But we know, especially
in the B two B world thought leadership
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works that people want to be seen a
certain way. I want to be positioned as
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innovators or experts or as having
original and very unique, useful
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thinking around a particular topic, and
I think, and I'm totally biased here.
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But I still believe that podcasting is
probably your ultimate weapon for
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producing thought leadership, and I'm
going to be producing a lot more
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content around thought leadership
particular, especially around thought
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leadership in podcasting. But I think a
lot of a lot of customers do come to us
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asking us and knowing that thought
leadership is big on their minds for
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producing their podcast. So, of course,
that should be a part of the podcast
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marketing plan, and the major sections
in this plan should cover
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organizational thought leadership. What
is your general thought leadership plan?
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And which parts of that do you want to
be promoting on the podcast? And how do
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you want to get tied into the podcast?
Do you want to build that leadership
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just through association? Do you want
to bring thought leaders onto the
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podcast and discuss really interesting
topics? Do you want to use it as a way
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to push out solo episodes about your
unique ideas and contributions? There's
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a number of different ways to do this,
but you want to document, like, how is
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it tying into your organizational
thought leadership plan? There's
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another aspect to it, though, and it's
not talked about as much and thought
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leadership. But that is creating
individual thought leaders within the
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company. Sometimes this is done usually
with maybe like a single evangelist or
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one subject matter expert, maybe a few,
sometimes, especially for tech founders.
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It's often the CEO, the founder, right?
So you can certainly have individual
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thought leaders that stand alone from
the organizational thought leadership.
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But who would those people be? And do
you want to have a plan to broaden it
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out? I know it's sweet fish. We want to
create lots of thought leaders within
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our organizations and pick out niches
and topics that they're passionate
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about. That we want to help drive them
to becoming known for that topic. And
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we're working on this now, even with
our own team and what we call, and
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that's what we call a collective
thought leadership plan. But who are
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those people? What topics are they
going to be focusing on, and how often
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are they contributing? That would be
all part of the collective thought
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leadership plan. Another big part of
the plan is just identifying key
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thought leaders within the organization
already and how you want to plug him
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into the podcast, something I talked to
a lot of customers about who and who,
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and the organization needs to be on the
podcast. That's already like has some
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industry authority that we need to plug
in to build some authority around the
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podcast itself. And then, of course,
your podcast guest strategy. Who do you
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want to pull into it? And that's that's
about it. For now, I probably have a
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lot more to put into this part of the
marketing plan. As I develop our own
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thinking around podcasting and thought
leadership, I just haven't published it
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yet. All to say, this is I know it's
coming out onto the podcast and we're
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going to push this recording out. This
is actually I'm pulling from a blog
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post that we just recently published.
So this is new. You can actually just
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go and search podcast marketing plan on
sweet fish media dot com and find every
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single thing I've talked about is
already written down. It's well labeled
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is even fantastic. Illustrations and
images added into her from our from our
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content team. So well, I've said a lot
of things. It's all in the blog. It's
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all on the blog content, repurposing
for the win. I think we did a B two B
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growth episode talking about this and
then turn that podcast into, uh, blog
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post. And then now we're turning that
blog post into a clubhouse room, which
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is going to turn into another beauty
growth episodes. So it's all coming
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full circle here. We're trying to drink
our own champagne, but I want to open
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it up to question. So, Dan, you know,
having all of this documented, I can
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see the benefit of it. But is there
some sort of rhythm for making sure
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that you get this document in front of
everybody on the podcast team on a
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regular basis? Like or do you just have
it there? Let everybody know where it's
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at and expect them to go find it
whenever whenever they want. I think
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it's important to make Have everybody
read it at least once, and then it
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becomes as a manager. If, um, I bring
new people on the team that have to
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touch this podcast, for example, our
producer, Leslie, who's amazing and
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managing this if she were to change out,
we would bring a new producer managing
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GDP growth. Step one. Read the podcast
marketing plan like that. It would just
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save so much time. She wouldn't have to
ask so many questions because she
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literally, like, would want to read
this for her job. It's just there. And
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of course you want to kind of like,
check in on it every once in a while.
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It's not usually a document that you're
updating every week, even every month,
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maybe once a quarter. Generally, I try
to give all my marketing plans a big
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run through once a year. But since we
run on quarterly cycles, that sweet
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00:21:39.690 --> 00:21:44.090
fish media, I'll probably be doing this
once once a quarter, at least running
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00:21:44.090 --> 00:21:49.030
through it and updating it. As a
marketer, you're probably brainstorming
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00:21:49.030 --> 00:21:52.620
outside the box ideas to engage your
prospects and customers working
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00:21:52.620 --> 00:21:56.350
remotely. And you've probably thought
about sending them direct mail to break
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00:21:56.350 --> 00:22:00.460
through the zoom fatigue. But how do
you ship personalized gifts to remote
345
00:22:00.460 --> 00:22:04.780
decision makers when you have no idea
where they're sitting At B two B growth,
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00:22:04.780 --> 00:22:08.640
we use the craft and platform to send
hyper personalized gifts to anyone
347
00:22:08.640 --> 00:22:12.150
working from anywhere. Crafting makes
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348
00:22:12.150 --> 00:22:16.670
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own gift in real time and offers highly
349
00:22:16.670 --> 00:22:20.600
secure data capture. So decision makers
feel comfortable submitting their home
350
00:22:20.600 --> 00:22:24.930
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your own personalized craft and gift,
351
00:22:24.940 --> 00:22:29.480
go to craft, um dot io slash growth to
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352
00:22:29.480 --> 00:22:33.230
complimentary personalized gift from
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353
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gift, go to craft, um dot io slash
growth. All right, we've got Pete
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Larkin up on stage. Pete, are you okay
with us sharing your voice on on B two
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b growth on the podcast? Yeah, of
course. Wonderful. Awesome. Pete, share
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your question or your comment. Thanks,
James. I'm curious when it comes to
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podcasting, and this relates to what
you were talking about earlier. Dan,
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how do you balance inviting in these
industry experts and thought leaders
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and then those that you're specifically
targeting in your i c. P. I'm not sure
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I understand the question. Like, how do
you how do you balance them? Because,
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like, you're you're inviting these
specific people because either you're
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trying to sell into their organization,
right? Where one of your targets, and
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then there's others. You're trying to
add credibility and, you know, drive
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people to listen to your podcasts
because of their thought leadership
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status, right? Get that a lot. That's a
great question. We try to create a
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ratio of it. I think like 80 20 works
pretty well, like 80% guests that are
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fit your I, C P and then 20% thought
leaders works out pretty well, and I
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like to have thought leaders on the
podcast for a couple of reasons. One.
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It just brings more credibility to the
podcast, too. It's a good learning
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opportunity for me to, like, even
challenged, have somebody that I can
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kind of go head to head with and kind
of like push back and, like, learn from
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and three It just kind of their
reputation already said that, like
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their reputation rubs off on the
podcast. But then it actually makes
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your people and your I C p feel, I
guess, even more special, because every
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once in a while we'll drop the lines
like, yes, we've had Gary V and Simon
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Sinek on B two b growth, but normally
we're talking to practitioners like you,
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so it's kind of like hey, like we've
had some big names and we think you're
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big completely speak on our podcast is
kind of like almost elevates the level
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of themselves having them on the
podcast, knowing that other people that
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they admire have been on the podcast as
well. Does that help? Yeah, it does.
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Thank you. And it sounds like those are
probably I don't know what that ratio
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is, but less for sure on the thought
leader industry expert. Then on the
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people that you're targeting for your i
c p So many people Pete, like, want to
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over index on getting thought leaders
on. And we've just found that, like the
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r o I of a B two b podcast is coming
from the relationships you're building
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with your guests. So much more so at
least in the early days from the
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listeners. And people want to stack
with thought leaders because they think,
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Oh, we're going to you know, the
thought leaders are going to share the
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podcast and it's going to get massive
use. But like when we look back at our
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episodes with Don't want Gary V or with
Noah Kagan or like these massive names
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Simon Sinek, even like those episodes
get the same number of downloads all of
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other other episodes, which tells me
those guys are not promoting the
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episode because they don't need to.
They've got their own content that
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they're sharing. They shouldn't have to
like I'm not bitter about that. It's
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just the reality is a lot of people try
to get thought leaders because they're
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like, Oh, if I get and handling on my
show, she's gonna share it in a million
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people are going to come and listen to
the episode. It just doesn't happen
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that way. It doesn't work out. We've
seen over and over and over here I will
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say if thought leadership is the only
goal and A B M is not. Then having
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thought leaders on would still only be
probably like 20% of my podcast, and I
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would be doing way more solo episodes
if I was pushing out my own thought
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leadership and wanted to use The
podcast is the thought leadership tool
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00:25:52.250 --> 00:25:55.370
that I would probably doing most of the
speaking. It's the way Chris Walker is
404
00:25:55.370 --> 00:25:58.690
currently doing this podcast he has
guests on, but he's generally the one
405
00:25:58.690 --> 00:26:03.790
talking most of the time. Thanks, guys.
Awesome. Thanks, Pete Taylor, toss us
406
00:26:03.790 --> 00:26:08.840
your question or comment. Sure. And I
approve of you guys recording. Thank
407
00:26:08.840 --> 00:26:17.550
you. So, uh, my question for Gan is, uh
I want to dig a little bit deeper into
408
00:26:17.550 --> 00:26:22.730
the T and team for the target list. So
let's say I've talked with sales. I
409
00:26:22.730 --> 00:26:28.300
have a list of 100 guests I think would
be great. How do you guys reach out to
410
00:26:28.300 --> 00:26:32.650
these guests? Because I I make the
assumption that we built relationships
411
00:26:32.650 --> 00:26:37.910
with a few but majority of that list.
They're strangers to us, right? So what
412
00:26:37.910 --> 00:26:41.600
are some of the efforts you guys take
to reach out to this target list? It's
413
00:26:41.600 --> 00:26:44.990
quite a few different routes to do it,
and we've tried a lot of different
414
00:26:44.990 --> 00:26:48.380
things. There's kind of like a best
case scenario, and then there's, like
415
00:26:48.390 --> 00:26:52.950
the easiest, easiest version. But the
more effort and time you put into
416
00:26:52.950 --> 00:26:56.180
reaching out, the more the better
conversion you're going to get of them
417
00:26:56.180 --> 00:26:59.320
getting on your podcast. So let's start
with ideal, and then I'll show you what,
418
00:26:59.320 --> 00:27:04.090
like the lazy man's version is which is
not lazy. It's just you're just going
419
00:27:04.090 --> 00:27:08.030
to get less, less smaller. Conversion
rate So the best case scenario is
420
00:27:08.030 --> 00:27:11.500
actually go and find them on LinkedIn.
I send them connection requests,
421
00:27:11.510 --> 00:27:14.950
actually interact with some of their
social posts if they're posting and
422
00:27:14.950 --> 00:27:18.800
build somewhat of a relationship before
actually go and ask them to be on a
423
00:27:18.810 --> 00:27:21.630
guest. And I might and I might not be
linked. It might be Twitter or wherever
424
00:27:21.630 --> 00:27:26.650
they're active. I'll go look them up,
and then I will send them a private
425
00:27:26.650 --> 00:27:30.920
message on the social media platform
that they're the most active on and say,
426
00:27:30.920 --> 00:27:35.370
Hey, I saw that you did X. Something
significant, maybe something they've
427
00:27:35.380 --> 00:27:38.190
accomplished recently. But I've been
following them, so I know what it is.
428
00:27:38.190 --> 00:27:41.260
I've read their profile. I've looked at
their company website, and I would love
429
00:27:41.260 --> 00:27:42.770
to talk to you about it on the podcast.
430
00:27:43.840 --> 00:27:47.460
That is the best case scenario. They're
most likely going to say yes to that.
431
00:27:47.840 --> 00:27:51.630
The downside to that Taylor, from what
I found is our ideal buyers or
432
00:27:51.630 --> 00:27:55.720
marketers, so they tend to post a lot
of content. But we've got a lot of
433
00:27:55.720 --> 00:27:59.450
clients that are selling into I T or
like depending on who you're selling
434
00:27:59.450 --> 00:28:04.050
into, there are a lot of times where
people just don't post content, and so
435
00:28:04.050 --> 00:28:08.670
it's hard to engage the content that
nobody posts. So anyway, I just I'm
436
00:28:08.670 --> 00:28:11.800
sure that's where Dan was going next.
But I just wanted to share that. Yeah,
437
00:28:11.800 --> 00:28:17.040
I'm in the same boat. I'm in the I t ai
space. So there's some content, um, and
438
00:28:17.040 --> 00:28:21.530
most of its data scientists who don't
fit our profile. So that's kind of
439
00:28:21.530 --> 00:28:25.280
where this question sparked was the
amount of effort is going to take to
440
00:28:25.280 --> 00:28:29.870
really find those 100 people that you
want to talk to, right? I appreciate
441
00:28:29.870 --> 00:28:34.060
the advice. Yeah, the more personalized
you can get with that outreach, though.
442
00:28:34.070 --> 00:28:37.880
Maybe it's not based on content they've
created. And maybe it's not engagement
443
00:28:37.880 --> 00:28:41.550
on their LinkedIn post, but like the
more thoughtful you can be. Maybe it's
444
00:28:41.550 --> 00:28:44.850
looking at their length and experience
and and commenting on, you know, a
445
00:28:44.850 --> 00:28:48.960
company they used to work at or
figuring out ways to engage with them,
446
00:28:48.960 --> 00:28:53.620
to where they can tell like, Oh Taylor
really did his research like he knows
447
00:28:53.620 --> 00:28:58.310
who I am. We've just found that that
the likelihood of someone saying no to
448
00:28:58.310 --> 00:29:02.220
at least having a conversation about
being on your show when it's clear that
449
00:29:02.220 --> 00:29:05.850
you're not just sending a template id
email. We found it to be really
450
00:29:05.850 --> 00:29:08.850
effective. Timmy is our content
strategist. I just brought him up
451
00:29:08.860 --> 00:29:13.840
because he raised his hand. Uh, Timmy
Johnson Elsad there. Yeah. So, Taylor.
452
00:29:13.850 --> 00:29:19.020
So just for context, I do about 20
interviews a week across five shows.
453
00:29:19.030 --> 00:29:22.550
And a lot of the people that I'm
interviewing are people that do not
454
00:29:22.550 --> 00:29:26.940
create content. And I have gotten
incredible results just deeming them
455
00:29:26.940 --> 00:29:32.670
saying, Hey, so and so ever been on a
podcast before and like that, for
456
00:29:32.670 --> 00:29:36.270
whatever reason, that d m if it's
somebody that does not create content,
457
00:29:36.640 --> 00:29:42.560
uh, that GM has just worked so well for
me, and you guys tried to reach out to
458
00:29:42.570 --> 00:29:46.610
someone, and it's taken a lot of damage
and a lot of effort. Is there a
459
00:29:46.610 --> 00:29:49.870
breaking point where you're like, uh,
we've tried? We just have to move on
460
00:29:49.870 --> 00:29:54.290
now. Yeah, I do three and then I'm out.
So I'll do an initial one. I'll do a
461
00:29:54.290 --> 00:29:58.960
follow up, and then I'll do what they
call a breakup. So hey, you know,
462
00:29:59.340 --> 00:30:03.060
reaching out one last time. I would
love to have you on X rays show because
463
00:30:03.060 --> 00:30:07.800
of data. And then if they don't hear
back from after three and just kind of
464
00:30:07.800 --> 00:30:10.840
hang up the boots. Thank you, James.
Thank you to me that you don't
465
00:30:10.840 --> 00:30:14.950
appreciate it. Awesome. Boris brought
you up on stage. Course. Do we have
466
00:30:14.950 --> 00:30:19.570
your permission to use your voice on
GDP growth? The podcast? Yes, sure.
467
00:30:19.580 --> 00:30:24.280
Wonderful. What is your question or
comment? Guys? Thank you for putting
468
00:30:24.280 --> 00:30:31.980
this group. So in short, I am managing
the one of a global kind of B two B two
469
00:30:31.980 --> 00:30:37.970
b groups, Uh, website. So we have about
20,000 people, and, uh, I've been
470
00:30:37.970 --> 00:30:44.450
listening to you guys for about six
months, and I created also podcast. And
471
00:30:44.450 --> 00:30:48.780
it's running a very good according to
your playbook. But now I see you're
472
00:30:48.780 --> 00:30:55.860
active on clubhouse, so I see maybe you
have some kind of ideas. How can I put
473
00:30:55.860 --> 00:31:02.210
my guys from a community to this club
housing? If you have some ideas to
474
00:31:02.210 --> 00:31:06.650
combine the podcast and clubhouse, the
clubhouse is fantastic. And I think
475
00:31:06.650 --> 00:31:10.540
it's it's honestly it's clubhouse grows.
I'm hoping that it does because it's
476
00:31:10.540 --> 00:31:14.590
being provided a great way for us to do
a whole new format of the show by
477
00:31:14.590 --> 00:31:19.900
having audience actually come and join
us. Live and contribute questions even
478
00:31:19.900 --> 00:31:24.640
give feedback so it creates a whole
different dynamic to the podcast. And
479
00:31:24.640 --> 00:31:27.300
still, it's voice primary voice. So
it's like it works great with
480
00:31:27.300 --> 00:31:31.360
podcasting. The difficulty with turning
this into a podcast, I have found is
481
00:31:31.360 --> 00:31:36.740
recording it like, literally, you can
see, like my wife, Amy is down there in
482
00:31:36.740 --> 00:31:41.650
the audience and on the app, and she's
literally just there because I have her
483
00:31:41.650 --> 00:31:45.040
phone right next to me and it's
recording through a hole system that I
484
00:31:45.040 --> 00:31:47.730
have set up here. So it's actually
really difficult. I have to have a
485
00:31:47.730 --> 00:31:51.060
whole separate account just to just to
record it, and then I'm grabbing it on
486
00:31:51.060 --> 00:31:54.010
looms. So it's like the technical setup
in order to record. It has been
487
00:31:54.010 --> 00:31:57.130
difficult for me to manage so far, and
this is how we're doing it. I'm sure it
488
00:31:57.130 --> 00:32:01.380
will evolve as we get better at it,
since it's still fairly new. But
489
00:32:01.390 --> 00:32:04.630
there's a number of different ways to
record, so you might have to test it a
490
00:32:04.630 --> 00:32:07.320
lot in order to actually get a good
recording out of it, you have to, like
491
00:32:07.330 --> 00:32:11.600
trial and error to get it done. I did.
I failed multiple times last week doing
492
00:32:11.600 --> 00:32:16.980
it. Uh, and what is the process of
inviting people? They do they have to
493
00:32:16.980 --> 00:32:22.160
be in your telephone or Yeah, So we've
We've been doing a lot of posting on
494
00:32:22.160 --> 00:32:27.230
LinkedIn, Boris. And so people that
don't have an invite yet we you have to,
495
00:32:27.230 --> 00:32:30.650
like, get them to share their cell
phone number with you. I found that I
496
00:32:30.650 --> 00:32:35.440
can't even invite people outside of the
U. S. And so I can only invite people
497
00:32:35.440 --> 00:32:41.110
in the US and maybe Canada. But I
honestly, I even think it's for me.
498
00:32:41.110 --> 00:32:43.880
It's the U. S. But obviously other
people in other countries can invite
499
00:32:43.880 --> 00:32:48.610
people in their in their country. But
so I have them dm me their cell phone.
500
00:32:48.610 --> 00:32:53.930
I put their cell phone in my contacts
list on my phone, and then you go into
501
00:32:53.930 --> 00:32:58.190
the app and use one of your invitations.
But the other thing that I found that
502
00:32:58.190 --> 00:33:01.850
what I what I tell people is just go
and sign up for the app. You'll get put
503
00:33:01.850 --> 00:33:07.100
on the wait list, but it'll ping every
person that's already a contact in your
504
00:33:07.100 --> 00:33:10.720
phone. That's on clubhouse. It gives
them a notification inside the
505
00:33:10.720 --> 00:33:14.550
clubhouse, and it says, Hey, so and you
know, Boris's on the wait list. You
506
00:33:14.550 --> 00:33:20.470
want to let him in, and it doesn't use
an invite to let them in. And so, like,
507
00:33:20.480 --> 00:33:24.300
I was let him within, like, I don't
know within, like, 15 minutes. Somebody
508
00:33:24.300 --> 00:33:27.560
that was already a contact in my phone.
That was uncalled house saw that I
509
00:33:27.560 --> 00:33:32.110
joined the wait list and they let me in.
So that's another way to to get in that.
510
00:33:32.110 --> 00:33:36.670
I've that I've found that's way easier.
Okay. All right. Thank you. Awesome.
511
00:33:36.680 --> 00:33:43.790
Rob, Rob is new to our team. He is, uh,
the host of Dad. The best I can, Which
512
00:33:43.790 --> 00:33:49.100
is a book as well that I have on my
bookshelf. Rob, I'm super pumped to
513
00:33:49.100 --> 00:33:52.130
have you on our team, man. But what?
What is your question or comment? Hey,
514
00:33:52.130 --> 00:33:55.390
James. I'm excited. It's my first week
of sweet fish, and I'm I'm already
515
00:33:55.390 --> 00:34:00.150
learning a ton from these clubhouses.
One tip I had and kind of what I like
516
00:34:00.150 --> 00:34:03.850
to play with his guests booking, and
that's what I'm helping you guys out
517
00:34:03.850 --> 00:34:08.900
with. I definitely think the and dance
great at this. Keep it really short.
518
00:34:08.909 --> 00:34:12.870
Especially that first outreach. Try and
make it a little personal. Don't make
519
00:34:12.870 --> 00:34:17.630
it about you. And then one tip that
I've learned actually a lot on
520
00:34:17.630 --> 00:34:22.409
clubhouse is from Chris Voss, which I'm
sure you guys are familiar with the FBI
521
00:34:22.409 --> 00:34:29.250
negotiator. And a lot of times he says,
Flip all of your asks At the end,
522
00:34:29.250 --> 00:34:34.810
you're called action from a yes
question to a no. So instead of James,
523
00:34:34.810 --> 00:34:40.400
would you like to be on Dad the best I
can? Podcast B two b growth, Which
524
00:34:40.400 --> 00:34:43.909
might be a little slippery for you to
say yes to, because you don't know what
525
00:34:43.909 --> 00:34:48.830
you're signing up for and all that. If
you just flip that question, too, would
526
00:34:48.830 --> 00:34:54.000
you be against, uh, doing an interview
on this podcast, or are you opposed to?
527
00:34:54.000 --> 00:34:57.780
Or would it be a ridiculous idea for
you to hop on our podcast? That's
528
00:34:57.780 --> 00:35:01.500
incredible. It's incredible. And even
when people do it to me, I know they're
529
00:35:01.500 --> 00:35:06.280
doing it. But it. Just know that saying
no makes you feel protected and there's
530
00:35:06.280 --> 00:35:11.260
a whole psychology behind it. But my
results have been crazy high, or like
531
00:35:11.270 --> 00:35:15.290
just flipping that question and trying
to think of how can you make it easier
532
00:35:15.290 --> 00:35:22.410
for them to respond to? So just if I've
learned I love man, that's good. Uh,
533
00:35:22.420 --> 00:35:26.460
Rob would have been some of the things
just kind of in now that you're working
534
00:35:26.460 --> 00:35:30.840
with some of our customers doing guests
outreach for them, what have been some
535
00:35:30.840 --> 00:35:35.460
of the specific characteristics, Or
like when you're doing research on a
536
00:35:35.460 --> 00:35:38.840
guest trying to reach out and trying to
add that little bit of personalization?
537
00:35:38.840 --> 00:35:43.050
And there, what are some of the things
that have been working for you? Yeah, I
538
00:35:43.050 --> 00:35:46.530
think, really looking at like a Reese.
I think you guys have talked about it
539
00:35:46.540 --> 00:35:51.280
looking for a recent LinkedIn post or a
Twitter post. Sometimes I'll even take
540
00:35:51.280 --> 00:35:54.870
a screenshot of it just because people
like to, you know, we all like to, and
541
00:35:54.870 --> 00:35:58.480
you see it on clubhouse to people love
hearing their name or just seeing their
542
00:35:58.480 --> 00:36:02.180
work, and it it cuts. It makes such a
difference because you get. I'm sure
543
00:36:02.180 --> 00:36:06.400
you guys get and I get so many poor
outreach emails that are so template ID
544
00:36:06.400 --> 00:36:10.540
that you really do stand out and does
take a little more time. But yeah, I
545
00:36:10.540 --> 00:36:14.930
mean, you could get, like, 50% better
response rates so it's worth it. And
546
00:36:14.930 --> 00:36:18.830
you just and again, it's hard to do
because you still want to keep it short.
547
00:36:18.840 --> 00:36:23.200
And what do they say? Brevity is the
soul of wit, so that part is difficult.
548
00:36:23.200 --> 00:36:27.990
But once you get the hang of it, you'll
see like quick personalization. Quick
549
00:36:27.990 --> 00:36:33.290
ask, try and make it. Make it a no if
you can and, you know, just experiment
550
00:36:33.290 --> 00:36:36.760
with it and it's fun when you get good
results. Yeah, you said something
551
00:36:36.760 --> 00:36:41.080
earlier, Rob, that I didn't want to
gloss over. You make it about them, Not
552
00:36:41.080 --> 00:36:47.690
about you. So many people that reach
out to us trying to get themselves on
553
00:36:47.700 --> 00:36:51.380
as a guest of Beebe Growth. They make
it all about them, and it's usually
554
00:36:51.380 --> 00:36:56.690
some PR firm that's sending the email,
and it's like 17 paragraphs. And it's
555
00:36:56.700 --> 00:37:00.860
all about how this person is the
greatest thing since sliced bread and
556
00:37:00.860 --> 00:37:04.890
there's like a sentence about what you
know. We think they'd be a great fit
557
00:37:04.890 --> 00:37:09.220
for B two b growth colon your day, your
daily B two b marketing podcast. So
558
00:37:09.220 --> 00:37:14.150
clearly they just like it's just a
little tells like that where I can like
559
00:37:14.160 --> 00:37:19.800
Oh, they're just sending this email to
17 to 17,000 people. And so it's not
560
00:37:19.800 --> 00:37:23.880
personal to me, and I delete it quicker
than I. I barely get through the
561
00:37:23.880 --> 00:37:28.190
subject line before I see what it is,
and I don't even look at it. So it's
562
00:37:28.190 --> 00:37:32.200
just a ton of wasted effort. And so,
yeah, doing it the more personal way
563
00:37:32.200 --> 00:37:36.210
takes more time. But it actually means
that you're going to get people to say
564
00:37:36.210 --> 00:37:39.620
yes to you. So it's worth. It's
absolutely worth that time. So
565
00:37:39.620 --> 00:37:42.240
therefore, it doesn't take more time.
It's actually faster because you get
566
00:37:42.240 --> 00:37:48.570
results faster. It actually saves time.
Yeah, and I think like you can do that
567
00:37:48.580 --> 00:37:52.530
and keep it short. It could be like I
mean, I think Logan even said, Take out
568
00:37:52.530 --> 00:37:55.790
your links, even which I never knew
because it could send it to spam or
569
00:37:55.790 --> 00:38:00.660
promo. So really keep it so simple. Hey,
James heard you on this podcast. You
570
00:38:00.660 --> 00:38:05.350
talked about this? It was awesome. Are
you against hopping on our podcast up
571
00:38:05.360 --> 00:38:09.180
for it? And that's it, Like, literally
make it as short as possible and make
572
00:38:09.180 --> 00:38:13.980
it as easy for them to think. Oh, this
person really is paying attention. Yep.
573
00:38:13.990 --> 00:38:17.660
Yep. You're exactly right. And even
cutting the up for it on there, right?
574
00:38:17.660 --> 00:38:22.220
Like just closing it with, uh, would
you be against being a guest question
575
00:38:22.220 --> 00:38:26.340
mark and like, just letting it sit
there? Brevity is huge, but we've
576
00:38:26.340 --> 00:38:30.140
noticed over the years like its brevity,
combined with some element of
577
00:38:30.220 --> 00:38:36.600
personalized and more like, really
personal like and that can't always
578
00:38:36.600 --> 00:38:40.700
happen with content they've created
because, like I said, a lot of people
579
00:38:40.710 --> 00:38:43.650
that you're trying to get on your show.
Maybe they haven't created content in
580
00:38:43.650 --> 00:38:47.620
the past, but like figuring out other
ways, like whether it's experience
581
00:38:47.620 --> 00:38:51.540
they've had in another company, Or
maybe it's press about their company.
582
00:38:51.540 --> 00:38:55.320
So an article, they haven't written it,
but like an article has been written
583
00:38:55.330 --> 00:39:01.760
about their company. And so being able
to kind of ride that it allows you to
584
00:39:01.760 --> 00:39:05.680
stand out in a very significant way. So
thanks for coming up here, Rob. This is
585
00:39:05.960 --> 00:39:11.120
This has been awesome. I don't see any
other hand raisers, so we'll go ahead
586
00:39:11.120 --> 00:39:15.160
and close this down before we close it
down. Timmy and Rob, do we have your
587
00:39:15.160 --> 00:39:19.150
permission to post your voice to the
podcast? Absolutely. Of course.
588
00:39:19.520 --> 00:39:24.680
Fantastic. Thanks for remembering that.
I'm gonna forget that a lot, I think.
589
00:39:24.690 --> 00:39:28.230
All right, so thank you all for joining
us. If you're listening on GDP growth,
590
00:39:28.230 --> 00:39:30.670
you're not already following us on
clubhouse. Make sure you do that.
591
00:39:30.680 --> 00:39:35.340
Follow the B two B growth club. Follow.
Dan says follow at James Carberry as
592
00:39:35.340 --> 00:39:39.510
well. And we're going to continue to do
these at noon. The marketing at noon
593
00:39:39.510 --> 00:39:43.880
room every day at noon, Eastern time,
Monday to Friday. Uh, and then if
594
00:39:43.880 --> 00:39:47.460
you're listening here, live and you're
not already subscribed to be growth
595
00:39:47.470 --> 00:39:50.880
going ahead and do that as well.
Wherever you listen to podcasts, thank
596
00:39:50.880 --> 00:39:56.950
you all so much for joining us. And, uh,
we'll be back here on Monday For the
597
00:39:56.950 --> 00:40:00.730
longest time, I was asking people to
leave a review of GDP growth in apple
598
00:40:00.730 --> 00:40:05.410
podcasts. But I realized that was kind
of stupid, because leaving a review is
599
00:40:05.410 --> 00:40:10.570
way harder than just leaving a simple
rating. So I'm changing my tune a bit.
600
00:40:10.580 --> 00:40:14.360
Instead of asking you to leave a review,
I'm just gonna ask you to go to be be
601
00:40:14.360 --> 00:40:18.760
growth in apple podcasts, scroll down
until you see the ratings and reviews
602
00:40:18.760 --> 00:40:22.700
section and just tap the number of
stars you want to give us no review
603
00:40:22.700 --> 00:40:27.940
necessary Super easy. And I promise it
will help us out a ton. If you want to
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00:40:27.940 --> 00:40:31.500
copy of my book content based
networking, just shoot me a text after
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00:40:31.500 --> 00:40:37.400
you leave the rating and I'll send one
your way. Text me at 4074 and I know 33
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00:40:37.460 --> 00:40:38.150
to 8.
607
00:40:39.420 --> 00:40:40.440
Thank you.