Transcript
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Welcome back to another solo episode of
B two B Growth. My name is James
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Carberry on the founder, Sweet Fish
Media and one of the co host of the
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show. And today I'm gonna be talking
about original research. I've been
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hearing guys like Andy Crest, Adina.
Guys like Ian luck talk about the
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importance of original research for a
long time. If I'm honest, I've wanted
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to do it for a couple of years now. But
the thought of sending out a survey toe
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500 to 1000 people in our market and
trying to get them to fill out that
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survey just was not was not something I
wanted to Dio. Quite frankly, I don't
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like filling out those surveys. I don't
like being asked to fill out those
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surveys. And so I started trying to
think of what our different ways that
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we could do this, and the approach that
we ended up taking is really
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interesting. I haven't heard of anybody
else doing it this way. And so I wanted
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to share it with all of you listening
to this. And so instead of doing a
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survey, we actually decided to have
people answer questions off the cuff.
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So instead of forcing people to answer
a question in one of four ways or one
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of six ways like a typical survey
response instead we said, Well, what if
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we just ask them a question and then
have them share their response on video?
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And so we can pick up nuances and
different the why behind their answer,
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as opposed to just their answer? Now
this is going to produce a much
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different type of research than what
you typically see from the folks that
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send out the surveys. But I think it's
going to be incredibly helpful content
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not just for us, but for our entire
market as well. And so we're reaching
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out to 100 B two B marketing leaders,
and we're asking them to either send in
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videos or jump on a quick 15 minute
zoom call with somebody from our team
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so that we can ask them a set of 15
questions. I'm going to read the
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questions that were going to be asking,
or that we have been asking to give you
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an idea of what we're collecting. So
the first question is, what's your most
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successful marketing channel the next
one is. What are the marketing KP eyes
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that your CEO is looking at regularly?
The next one is what is your marketing
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team's biggest challenge, then what's
your all time favorite book on
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marketing? What's a recent book on
marketing that you've loved? What
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marketing podcast delivers the most
value to you? Who's the marketing
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influencer that you're most influenced
by? Where do you hear from that
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influence or the most? What's the most
overrated? B two B marketing trend.
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What's the most underrated B two B
marketing tactic? If you could ask one
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question to 100 of your peers and BDB
marketing leadership, what question
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would you ask them? That one is a gold
mine, By the way, I want to come back
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and talk about why that one is so
strategic. This next one is. What kind
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of data would you like to have access
to as a B two B marketing leader?
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What's a commonly held belief in BB
marketing that you passionately
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disagree with? What technology are you
looking to add to your tech stack, if
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any, and what's the last resource? You
gave up your email address to get
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access to So these 15 questions we've
now asked about 59 people. I do my 59th
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interview for this today, and it's been
fascinating. Some people have very
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similar answers, and then there's some
questions where we get a different
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response for every single person that
we ask. But what we're planning to do
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with this content whenever we're done
with 100 interviews, is we're planning
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to take time stamps for each person's
answer to each question. And then we're
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going to take all of the responses for
a given question and roll it up into a
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single video so that video might be 30
minutes might be an hour, and we're
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gonna have multiple people from our
team, likely Dan Logan and myself watch
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these videos, and we're gonna watch 100
B two B marketing leaders answer a
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single question over and over and over
again. So we're gonna get the
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perspective of 100 different B two B
marketing leaders answering the same
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question in a single video. While we're
watching that video, we're gonna be
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taking notes to ourselves. What are
common themes? What do we hear?
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Multiple people saying over and over
and over again. And then we're gonna
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qualitatively extract insights from
these videos so that we can start to
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see, like, Okay, what? As we compare
notes, what are you seeing? What I'm
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what? I'm gonna hear different things
and what Logan's gonna hear. Dan's
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gonna hear different things. That what?
Then what I'm gonna here. And once we
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compile our list of insights, we're
then going to start to develop points
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of view around these specific insights.
And if you've heard us talk at all
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about our P. O. V discovery process,
you know that having a point of view is
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critical. If you want your content to
stand out, if you want people to
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actually follow your thoughts,
everybody wants to be a thought leader.
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But they don't want tohave thoughts.
Well, doing original research gives you
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these insights so that you can start to
build content out around these specific
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insights. Now there's other things
we're gonna be able to do with this
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information as well. We're gonna make
sure that we're documenting the answers
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to every question, and we're gonna be
able to do some original, some of what
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you would typically see in Original
Research report. So we'll be able to
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say things like, You know, 57% of
marketers are looking to invest. Maurin
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A B M, or 74% of marketers are the KP
is that they're measured by our revenue
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focused. We're gonna be ableto come up
with stats and things like that on. I'm
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really excited about that type of
content that's going to come from this
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original research. But what I think I'm
more excited about is the insights that
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we as an organization are gonna be able
to pull from asking 100 of our ideal
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buyers the same 15 questions.
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Josh, what do you think is the most
irritating thing for B two B buyers
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right now, man? Logan, I love talking
to you about this. You know that the
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number one challenge right now is that
many customer facing teams in the B two
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B space right now are forcing their
potential buyers too, by the way that
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they want to sell. Buyers don't wanna
buy that way right now. They wanna, by
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the way they want to buy. We need to
enable those buyers. We call this buyer
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enablement at sales reach. We need to
enable those buyers to make better
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decisions quicker in a comfortable
environment that's more personalized
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for them to move forward with that
process. Dude, that's awesome. I
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couldn't agree more. Since I've been
using sales reach in my own sales
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process, it's allowed me to really
enable the buyer to move more quickly
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in really two ways. One, they don't
have to download a bunch of attachments.
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Aiken send them toe one page with the
proposal. Case studies Different
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resource is because, let's face it, the
proposal is just one part of the sales
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conversation and probably Onley one
sales enablement piece of content that
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you're sending so it makes it easier on
them. And then the other thing is, you
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know, we're selling to our champions,
and then we're making them have to re
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give our pitch to the entire buying
committee. So one thing I do is put a
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custom 2 to 3 minute video on the top
of my sales reach page that says, Hey,
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here's all the resource is tie it back
to the conversation. Here's the
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proposal. Let me know if you have any
questions and it allows me to give a
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little bit of kind of a mini pitch to
the rest of the buying committee.
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Introduce myself, which helps me build
trust and credibility and helps the
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buyer not have to repeat the entire
pitch from scratch. So if anybody is
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looking to do the same thing in their
own sales process, I'd highly suggest
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they reach out to you and the team over
its sales. Reach for anybody listening.
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Just go to sales reach dot io to talk
to Josh and the team. Now I want to go
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back to one of the questions that I
said earlier, and that question is it
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was, I think, the 11th question that we
ask. It's if you could ask one question
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to 100 of your peers and BDB marketing
leadership. What question would you ask
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them? And so if you start doing this
style of original research with your
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prospective customers, make sure you
ask some version of this question.
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Obviously, you're not. You know, if
you're listening to this, you might not
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be selling to B two B marketing leaders
like we are. But cater this question to
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your audience and ask them if you could
ask one question to 100 of your peers.
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What question would you ask them?
Because this essentially gives us
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unlimited fuel for Maura original
research projects. So our first round
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of research, we came up with these 15
questions ourselves. But our next round
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of research, I would argue, is going to
be even better than the insights that
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we pull from this the first round of
research, because our next round of
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research is going to be driven by
questions that the people that we asked
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in our first round are actually curious
about. So when we go and take some of
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those questions and we do our second
round of research with them, we know
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that those the answers to those
questions are going to be top of mind
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for our market because they actually
told us what to ask. They told us what
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they were curious about. And so I think
that every B two B company should be
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creating some sort of a system around
creating original research whether you
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do it the traditional way and you send
out a survey and have people ask, you
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know, give you, you know, one of six
different canned responses or if you're
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doing it our way, and it's more more
free flowing and you're asking people
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ah, set of questions and then
collecting the responses. Either way, I
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think original research should be a
huge, huge, huge part of your content
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marketing strategy. As you go into 2021
I think the insights that you're gonna
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pull from actually asking your ideal
buyers questions that your team is
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curious about questions that you think
your market is going to be curious to
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know the answers to, and you get to be
the central source off those insights.
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So if you have any questions about this,
feel free to reach out James at sweet
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Fish media dot com. And if you're not
already signed up for the B two B
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growth newsletter, make sure to go
ahead and do that. It's just sweet fish
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media dot com slash newsletter. Go and
sign up in every single email I sent
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about on Thursday mornings. I talk
about something that you can do to love
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your team. Well, toe, hone your craft,
the craft of marketing and to grow your
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leadership. So if you are a B two B
marketing leader, your leading a team
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of usually 3 to 10 people. This
newsletter is something you're
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absolutely going toe want in your inbox
again. We talked about how to love your
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team. Well, how to hone your craft, the
craft of marketing and how to grow your
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leadership. So anyway, I love you
people a ton. Thank you so much for
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listening for subscribing. Hope you
have a fantastic day.
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Are you on Lincoln? That's a stupid
question. Of course you're on LinkedIn
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here. Sweet fish. We've gone all in on
the platform. Multiple people from our
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team are creating content there.
Sometimes it's a funny gift for me.
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Other times it's a micro video or a
slide deck, and sometimes it's just a
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regular all status update that shares
their unique point of view on B two B
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marketing leadership or their job
function. We're posting this content
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through their personal profile, not our
company page, and it would warm my
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heart and soul if you connected with
each of our evangelists, will be adding
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Mawr down the road. But for now you
should connect with Bill Reed, R C 00
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Kelsey Montgomery, our creative
director. Dan Sanchez, our director of
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audience growth, Logan Lyles, our
director of partnerships, and me, James
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Carberry. We're having a whole lot of
fun on linked in pretty much every
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single day on. We'd love for you to be
a part of it.