Why Customer Marketing is the New Demand Generation

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:04.740 --> 00:00:08.170 what's up to be growth? It's me, your host, timmy Bauer. I'm the content 3 00:00:08.170 --> 00:00:12.770 strategist at sweet fish and today I am talking with Nina Butler, she is the 4 00:00:12.770 --> 00:00:16.940 director of demand gen at Alice Nina. Welcome to the show. Thank you, timmy 5 00:00:16.940 --> 00:00:21.260 for having me. I'm so excited to talk to you Nina. Last time you and I talk, 6 00:00:21.540 --> 00:00:26.070 you said something that I latched onto, I was like, that's just so tactical, 7 00:00:26.070 --> 00:00:30.940 practical and also a real stake in the ground statement that I felt like it 8 00:00:30.940 --> 00:00:35.660 would make a great episode. You said if you're a marketer and you're not on to 9 00:00:35.660 --> 00:00:42.200 customer calls a week, you are missing out on huge opportunity. So first of 10 00:00:42.200 --> 00:00:46.830 all, what do you mean by that? Yeah, before even dive in there, like this is 11 00:00:46.830 --> 00:00:50.310 my new mission, my new crusade um on that like customer marketing is the new 12 00:00:50.310 --> 00:00:56.060 demand generation. Like tell me what you mean. So what I think about what 13 00:00:56.060 --> 00:01:00.800 exactly unlocks a brands, brand awareness, brand recall, you know, 14 00:01:00.810 --> 00:01:05.830 positive intent. It's if you are able to success, if you are able to get so 15 00:01:05.830 --> 00:01:09.470 close to your customer and leave such a lasting impression on them that then 16 00:01:09.470 --> 00:01:13.410 they go out and do the marketing on your behalf and you make them look like 17 00:01:13.410 --> 00:01:17.880 rock stars to their customers. That's your demand generation strategy right 18 00:01:17.890 --> 00:01:22.110 there, right? Like if you shift your focus and your, your spend away from 19 00:01:22.110 --> 00:01:26.090 just like classic top of funnel activity and reinvest it back into your 20 00:01:26.090 --> 00:01:29.800 customer base and just continuing to create those personal bonds and 21 00:01:29.800 --> 00:01:33.270 memorable moments with them like that in turn will get you what you need top 22 00:01:33.270 --> 00:01:37.790 of funnel. So that's like kind of why I'm on this is hot, hot topic right now. 23 00:01:37.790 --> 00:01:41.910 But when I, when I specifically talked to you about like the opportunity, I 24 00:01:41.910 --> 00:01:46.770 think marketers are missing out on if they don't carve out time and and brain 25 00:01:46.770 --> 00:01:51.250 space for those customer conversations is like, you just truly will never be 26 00:01:51.250 --> 00:01:56.750 able to empathize with your buyers when you go to create your demand generation 27 00:01:56.750 --> 00:02:01.240 or or um, lead generation strategies if you don't actually know what a day in 28 00:02:01.240 --> 00:02:05.820 the life of those folks are and it's such like a Noda idea. But I think 29 00:02:05.820 --> 00:02:10.380 oftentimes organizations, the bigger they get, the more and more walls 30 00:02:10.380 --> 00:02:14.200 developed between you and that and customer. And it's just a little bit 31 00:02:14.200 --> 00:02:18.450 harder to prioritize that face time. So I think whether you're you're an 32 00:02:18.450 --> 00:02:22.280 earlier stage company, a more established company, like it's just 33 00:02:22.280 --> 00:02:25.410 mission critical that you are coming up with those engagement strategies with 34 00:02:25.410 --> 00:02:29.170 your account management and CS teams to make sure that you're prioritizing 35 00:02:29.170 --> 00:02:32.750 those conversations. Yeah, I like that statement. What did you say is the new 36 00:02:32.750 --> 00:02:37.750 demand generation customer marketing and what, what led you to come to that 37 00:02:37.750 --> 00:02:41.350 conclusion And how come other marketers don't believe it? I think it's 38 00:02:41.350 --> 00:02:45.210 something it's similar to like a Ceo right? Like it's a long play. You don't 39 00:02:45.210 --> 00:02:49.610 see results out of the gate. It takes years to cultivate the types of 40 00:02:49.610 --> 00:02:53.090 relationships that then motivate your customers to sing your prices 41 00:02:53.100 --> 00:02:57.700 unprompted from the rooftop. And so I think when you are in earlier company, 42 00:02:57.700 --> 00:03:00.340 it can be hard to advocate for investments like that because you don't 43 00:03:00.340 --> 00:03:04.830 see the return right away. When I joined up Alice about 2.5 years ago, um, 44 00:03:04.830 --> 00:03:08.470 we were a much younger company at that point, I was only the second marketer. 45 00:03:08.480 --> 00:03:11.730 And so naturally there are a million and one things to do when people don't 46 00:03:11.730 --> 00:03:15.170 even know how to pronounce the name of your company at that point in time. But 47 00:03:15.170 --> 00:03:19.340 we had the forefront to understand we need to start building a customer 48 00:03:19.340 --> 00:03:22.930 marketing muscle now because we wanted to pay dividends for us years into the 49 00:03:22.930 --> 00:03:27.410 future. And so we launched things like it's called Alice All Stars, and it's 50 00:03:27.410 --> 00:03:30.600 essentially just a way for us to highlight and nominate people in our 51 00:03:30.610 --> 00:03:35.090 ecosystem that we think really embody Alice's values. And we started that 52 00:03:35.100 --> 00:03:39.610 several years ago and now to this point, we have, like, people are joining us 53 00:03:39.610 --> 00:03:43.080 from from other companies, like working for us because they were former All 54 00:03:43.080 --> 00:03:46.460 Stars. We have all stars that are the first ones to raise their hand and 55 00:03:46.460 --> 00:03:50.120 speak at an event on our behalf or write a customer testimonial, right? So 56 00:03:50.120 --> 00:03:53.460 it's like you get to you establish the Foundation now because you never know 57 00:03:53.460 --> 00:03:57.250 in the future when you're gonna need to borrow from that from that um customer 58 00:03:57.250 --> 00:04:02.440 base. So I just think That's my two cents. I love it. What do you think are 59 00:04:02.440 --> 00:04:06.600 the essential components of doing customer marketing? Like let's say that 60 00:04:06.600 --> 00:04:10.900 I'm a marketing leader and I want this to be a primary focus. What are the 61 00:04:10.900 --> 00:04:14.870 most? Like, give me like step one, step two and what the essential things that 62 00:04:14.870 --> 00:04:18.420 I need to be doing our. Yeah, well I think first off, you have to figure out 63 00:04:18.430 --> 00:04:21.790 how exactly do you want to activate your customers, right? Like what is 64 00:04:21.790 --> 00:04:25.430 your ideal customer? What makes them really successful with your product? 65 00:04:25.430 --> 00:04:28.750 Like figuring out what that looks like. And then once you're able to hopefully 66 00:04:28.760 --> 00:04:33.010 earn that business and keep it, how can you create strategies to not just like 67 00:04:33.010 --> 00:04:36.490 maintain it, but grow those relationships? So that's like step one. 68 00:04:36.500 --> 00:04:40.120 You can't have a customer marketing function if you don't have growing 69 00:04:40.120 --> 00:04:44.360 customers, right? Like that's just the point point period. I'd say step number 70 00:04:44.360 --> 00:04:49.270 two is thinking about how do you want to drive community with that customer? 71 00:04:49.280 --> 00:04:52.970 Right. Like I imagine most folks don't just want to like, you know, collect 72 00:04:52.970 --> 00:04:55.770 their check at the end of the day. Thanks. See you later, Right? How do 73 00:04:55.770 --> 00:05:00.040 you instead create opportunities to bring your customer base together to 74 00:05:00.040 --> 00:05:03.690 share ideas? Your thought leadership, get to know each other better, Right? 75 00:05:03.690 --> 00:05:07.490 Like trade industry secrets. So how can you create forums to create that 76 00:05:07.490 --> 00:05:12.240 community? And it can be in an event setting. It can be in slack channels. 77 00:05:12.240 --> 00:05:15.580 It can be something like kind of that customer advocacy program I talked 78 00:05:15.580 --> 00:05:19.310 about. Um, so whatever it's going to be best fit for your brand and the way 79 00:05:19.310 --> 00:05:22.900 your organization is structured like that's on you. Um, but I think it's 80 00:05:22.900 --> 00:05:26.140 important to start thinking about how to create that community early on. And 81 00:05:26.140 --> 00:05:30.060 you don't just instead wake up with 100 and 10 annual customers, right? And 82 00:05:30.060 --> 00:05:32.390 then you're like, oh, shoot, how do we activate these folks? Right. Well then 83 00:05:32.390 --> 00:05:35.930 you're too late to the party, I'd say the final thing there and this is like 84 00:05:35.930 --> 00:05:38.410 more of an obvious one. But actually you might be surprised by how many 85 00:05:38.410 --> 00:05:43.340 folks that have an aha moment when I talk about this is how can you use your 86 00:05:43.340 --> 00:05:47.740 customer base to a not just like keep a pulse on the market, Right? But 87 00:05:47.740 --> 00:05:53.490 furthermore, how do you leverage their challenges and their roadblocks using 88 00:05:53.490 --> 00:05:58.190 your own product to then inform your content marketing strategy? How can you 89 00:05:58.200 --> 00:06:02.190 make their lives easier? Right. How can you make them look like rock stars to 90 00:06:02.190 --> 00:06:06.030 their boss? How can you, you know what I mean? Give them opportunities to earn 91 00:06:06.030 --> 00:06:09.630 that promotion or that title change? Like how do you just make them get more 92 00:06:09.640 --> 00:06:12.740 out of their day to day using your product and then how can you create 93 00:06:12.740 --> 00:06:16.710 content that helps them get there more quickly and more effectively? Yes, I 94 00:06:16.710 --> 00:06:20.260 love that. You're talking so to me personally, as a content strategist, 95 00:06:20.260 --> 00:06:24.850 the most obvious thing that you said is like if you're on calls with your 96 00:06:24.850 --> 00:06:29.180 customers, it's going to help you develop content. And sure enough, I've 97 00:06:29.180 --> 00:06:34.550 experienced this like I was on a call with a customer uh two weeks ago and 98 00:06:34.550 --> 00:06:38.730 the customer was nervous about hosting their podcast and they're like, we're 99 00:06:38.730 --> 00:06:43.000 beginner hosts. We've never hosted a podcast before. And my time at Sweet 100 00:06:43.000 --> 00:06:46.540 Fish, this is almost all I've ever thought about. So I'm like, yeah, let's, 101 00:06:46.540 --> 00:06:50.190 let's talk about it. And I just talked them through all of the different 102 00:06:50.190 --> 00:06:55.480 strategies that I use, especially when I'm talking to somebody about a topic 103 00:06:55.480 --> 00:06:59.910 that I know so little about. There's some pretty basic things that I do so 104 00:06:59.910 --> 00:07:04.410 that I don't feel like such an idiot talking to this person. Um, one of them 105 00:07:04.410 --> 00:07:07.050 is transparency. I'll be like, hey, just so you know, we're talking about 106 00:07:07.050 --> 00:07:12.300 something that I haven't thought at all about. But so to just going through the 107 00:07:12.300 --> 00:07:16.090 strategies that I use, it's a, there's a P. O. V. Discovery process for 108 00:07:16.090 --> 00:07:19.910 getting unique ideas out of your guests. And there's a, what, why, how 109 00:07:19.910 --> 00:07:23.570 journalistic process for unpacking it on a podcast episode. And as I'm going 110 00:07:23.570 --> 00:07:29.030 through it, I'm like, do we need to be making more content about this? Um, so 111 00:07:29.030 --> 00:07:34.590 anyways, that was the most obvious one for me. But yes, then also making the 112 00:07:34.590 --> 00:07:41.990 users of your products more of a rock star to their boss. That's also a 113 00:07:41.990 --> 00:07:46.510 pretty obvious way to get your customers to become advocates of you. 114 00:07:46.520 --> 00:07:50.780 That's exactly right. And I think to like, it's, you know, we were 115 00:07:50.790 --> 00:07:53.910 unfortunate to be enrolling which I use my own product every day, right? So I'm 116 00:07:53.910 --> 00:07:57.720 the aspirational user of Alice and sometimes I take for granted just to 117 00:07:57.720 --> 00:08:01.440 your point, right? Like things that are maybe commonplace to me or just a part 118 00:08:01.440 --> 00:08:05.130 of my everyday or things that I think are no brainers are actual like novelty 119 00:08:05.140 --> 00:08:08.990 insights for customer, especially customers just getting going and wants 120 00:08:08.990 --> 00:08:13.550 to reduce that learning curve, right? And so I don't have those kind of ah ha 121 00:08:13.560 --> 00:08:16.520 revelations until I'm speaking with a customer and I'm like, oh, there's 122 00:08:16.520 --> 00:08:20.450 something here. And furthermore, if I package it once It's going to prevent 123 00:08:20.450 --> 00:08:23.860 me from having to get on the next 20 calls into about the same thing, right? 124 00:08:24.340 --> 00:08:29.930 Yes. I love what you said about like if you watch your the customer that you're 125 00:08:29.930 --> 00:08:33.549 talking with, if you watch their facial expressions and see like light bulbs 126 00:08:33.549 --> 00:08:38.940 going off, it could be something that you've said internally 100 times and 127 00:08:38.940 --> 00:08:42.549 never thought about it as a unique point of view or something. And then 128 00:08:42.549 --> 00:08:47.060 you see an aha moment in the customer and you're going, oh crap, this is a, I 129 00:08:47.060 --> 00:08:52.310 guess this is something that's worth making content out of its totally right. 130 00:08:52.310 --> 00:08:56.440 And I think like, sure, you know folks, folks have gone or call listening tools, 131 00:08:56.440 --> 00:09:00.730 right? They have some sort of, I would imagine like content request briefs 132 00:09:00.730 --> 00:09:04.250 where where a seller or a support person could ask for a piece of content, 133 00:09:04.250 --> 00:09:07.460 but there's just like unless you hear it right from the source, right? 134 00:09:07.460 --> 00:09:10.620 Especially on that period appear level like me as a marketer is going to be 135 00:09:10.620 --> 00:09:15.170 able to interpret and ask of a marketer a lot more effectively than a seller 136 00:09:15.170 --> 00:09:18.970 trying to reinterpret that right? Or me trying to listen to the subtext, no 137 00:09:18.970 --> 00:09:23.610 facial cues or anything in a gon call. And so like that's why I'm so adamant 138 00:09:23.610 --> 00:09:26.750 about getting on those live customer calls because that's where the magic 139 00:09:26.750 --> 00:09:31.140 happens. Exactly. Why do you think it's two a week? Is that just an arbitrary 140 00:09:31.140 --> 00:09:35.360 number? I mean that's like what my schedule permits, right? It's it's an 141 00:09:35.360 --> 00:09:38.810 arbitrary number. But I think the most important thing there is the 142 00:09:38.810 --> 00:09:44.500 consistency, right? Like it's not just like, you know, parachuting in once in 143 00:09:44.500 --> 00:09:48.450 a blue moon and getting one anecdotal piece of feedback, right? And then be 144 00:09:48.450 --> 00:09:51.310 like perfect. I did my customer listening for the year, right? It's 145 00:09:51.310 --> 00:09:55.290 like, no, you, it needs to be baked into your repetition. Um, and I think 146 00:09:55.290 --> 00:09:58.620 furthermore, like the more frequently you can do it, the more quickly trends 147 00:09:58.620 --> 00:10:03.410 can emerge and you can kind of beat some of the potential, like go to 148 00:10:03.410 --> 00:10:06.800 market, I don't know, revelations that you might have with an upcoming product 149 00:10:06.800 --> 00:10:09.630 launch or feature thing, right? If you just have like accumulated a bit more 150 00:10:09.630 --> 00:10:14.970 of those conversation points, hey, everybody Logan with sweet fish here. 151 00:10:14.980 --> 00:10:18.090 If you've been listening to the show for a while, you know where big 152 00:10:18.090 --> 00:10:22.480 proponents of putting out original organic content on linked in. But one 153 00:10:22.480 --> 00:10:26.650 thing that's always been a struggle for a team like ours is to easily track the 154 00:10:26.650 --> 00:10:30.410 reach of that linked in content. That's why I was really excited when I heard 155 00:10:30.410 --> 00:10:34.340 about shield the other day from a connection on you guessed it linked in 156 00:10:34.350 --> 00:10:39.210 since our team started using shield. I've loved how it's led us easily track 157 00:10:39.220 --> 00:10:43.140 and analyze the performance of our linkedin content without having to 158 00:10:43.140 --> 00:10:46.990 manually log it ourselves. It automatically creates reports and 159 00:10:46.990 --> 00:10:50.620 generate some dashboards that are incredibly useful to see things like 160 00:10:50.630 --> 00:10:54.080 what contents been performing the best and what days of the week are we 161 00:10:54.080 --> 00:10:58.480 getting the most engagement and our average views per post. I highly 162 00:10:58.480 --> 00:11:01.650 suggest you guys check out this tool. If you're putting out content on 163 00:11:01.650 --> 00:11:05.970 linkedin and if you're not, you should be. It's been a game changer for us. If 164 00:11:05.970 --> 00:11:11.000 you go to shield app dot Ai and check out the 10 day free trial, you can even 165 00:11:11.000 --> 00:11:16.930 use our promo code B two B growth to get a 25% discount again, that's shield 166 00:11:16.940 --> 00:11:23.380 app dot ai. And that promo code is B the number to be growth all one word. 167 00:11:23.390 --> 00:11:30.340 All right. Let's get back to the show. I agree wholeheartedly. I'm curious 168 00:11:30.340 --> 00:11:34.480 what are some of the big ah ha is that you've personally had from doing these 169 00:11:34.480 --> 00:11:38.560 customer calls? I I think the biggest one, truth be told is just how much 170 00:11:38.560 --> 00:11:43.360 knowledge I possess that I have never thought to to create in any sort of 171 00:11:43.370 --> 00:11:47.510 form. You know whether it's long form short short form video like whatever it 172 00:11:47.510 --> 00:11:50.420 might be right, the medium's indifferent but it's more just so like 173 00:11:50.420 --> 00:11:54.960 the capturing of those ideas and then distributed them in ways that are 174 00:11:55.440 --> 00:11:58.730 effective for the type of customer that would use that type of insight. Like 175 00:11:58.730 --> 00:12:02.530 that's been the biggest ah ha For me I think furthermore to like one of the 176 00:12:02.530 --> 00:12:07.360 big aha is that I've had is just how beneficial establishing an additional 177 00:12:07.360 --> 00:12:11.520 line of trust and credibility with a key customer account can be when you 178 00:12:11.520 --> 00:12:15.040 introduce other folks to that relationship and I think that can be 179 00:12:15.040 --> 00:12:19.740 tricky right? There's certainly um I think the sentiment is like either the 180 00:12:19.740 --> 00:12:22.660 account manager, the customer success manager like they hold that 181 00:12:22.660 --> 00:12:25.690 relationship really tight to the chest because that's their customer right? 182 00:12:25.690 --> 00:12:29.690 And and the growth number or the churn risk like that falls on them at the end 183 00:12:29.690 --> 00:12:33.150 of the day. But I think if you have a strong working relationship with those 184 00:12:33.150 --> 00:12:37.460 functions in your business, you can say, hey when you hear things like this, 185 00:12:38.040 --> 00:12:41.960 invite me in, bring me in right, I can be a value additive resource. I can 186 00:12:41.960 --> 00:12:45.600 validate some of the ideas you're saying like I can't tell you how often 187 00:12:45.610 --> 00:12:50.260 um you know someone on our team more of like the support or enablement side or 188 00:12:50.260 --> 00:12:53.930 like I've been telling them this every week for months and they're just not 189 00:12:53.930 --> 00:12:57.380 getting it but then I come in and it's more like a peer to peer delivery and 190 00:12:57.380 --> 00:13:01.030 that's when the market is like oh I didn't think about it right that right? 191 00:13:01.030 --> 00:13:03.550 And it's like I'm not saying anything different but I'm just adding a 192 00:13:03.550 --> 00:13:07.780 different level of emphasis to it um or more of like that relatability 193 00:13:07.780 --> 00:13:10.900 component to it. And so that's been my biggest thing to me and then 194 00:13:10.900 --> 00:13:16.000 furthermore right like when we go to run um a webinar or when I'm looking 195 00:13:16.000 --> 00:13:21.810 for I don't know pull quotes for a study like well now I have 2030 40 196 00:13:21.810 --> 00:13:24.960 marketers that I have more of a personal connection with and I can call 197 00:13:24.960 --> 00:13:28.130 on them for favors. I can see if they want to participate and then they have 198 00:13:28.130 --> 00:13:32.740 like that that positive, hopefully positive. Like association between like, 199 00:13:32.750 --> 00:13:35.660 oh Nina right? She's a marketer at Alice and she wants me to be on this 200 00:13:35.660 --> 00:13:39.920 thing. Like I do that. She puts on cool stuff, right? I understand what she's, 201 00:13:39.930 --> 00:13:44.170 she's trying to produce and I'm more likely to participate. Yeah. Honestly, 202 00:13:44.170 --> 00:13:48.210 just talking about this, I'm realizing like I've needed to do a better job of 203 00:13:48.210 --> 00:13:51.440 getting with the producers at sweet fish and just being like, hey, anytime 204 00:13:51.440 --> 00:13:55.770 you have a nervous host, feel free to invite me into the conversation and 205 00:13:55.780 --> 00:13:59.250 it's too late now because I'm leaving, but which I have done a better job of 206 00:13:59.250 --> 00:14:03.230 that. There have been a few producers that have that have included me in that 207 00:14:03.230 --> 00:14:08.160 and it's been really awesome. What about specifically like ideas for 208 00:14:08.160 --> 00:14:12.120 pieces of content that have sparked in your brain from recent customer 209 00:14:12.120 --> 00:14:17.550 conversations? Yeah. So I'll give you a concrete example here we and for folks 210 00:14:17.550 --> 00:14:20.520 who might be unfamiliar with Alice, this isn't a pitch, but more so to like 211 00:14:20.530 --> 00:14:24.470 orient folks into the convo were personal experience platform that 212 00:14:24.480 --> 00:14:28.760 delivers 1 to 1. Gifting experiences to enterprise marketers, sellers, anybody 213 00:14:28.760 --> 00:14:32.960 you want to get closer to in business. And so after listening to a lot of 214 00:14:32.960 --> 00:14:37.190 customer calls and even just like going through my own demand jin motions. I'm 215 00:14:37.190 --> 00:14:41.110 like, listen, everything's gone. Virtual people. Um, I think marketers 216 00:14:41.110 --> 00:14:44.430 love a good theme that shouldn't be a surprise to anybody. But this concept 217 00:14:44.430 --> 00:14:47.940 of like themed experiences is becoming more and more popular because folks are 218 00:14:47.940 --> 00:14:51.810 missing out on that in person activation. And like it's really like 219 00:14:51.810 --> 00:14:56.320 that emotional resonance that you, that you earn from in person experiences was 220 00:14:56.320 --> 00:15:00.300 gone and themes are a great way to replicate some of that virtually. And 221 00:15:00.300 --> 00:15:05.820 so I'm like, all right, we have a marketplace of 30,000 plus gifts. There 222 00:15:05.820 --> 00:15:09.360 are some themes within their right. We have gifts that are all about like 223 00:15:09.840 --> 00:15:13.620 coffee and tea breaks. We have gifts that are all around like book clubs. 224 00:15:13.620 --> 00:15:18.570 Right? What if we just packaged those up into an inspirational e book and 225 00:15:18.570 --> 00:15:22.090 then we could give those to the marketers to be like cures like stumped 226 00:15:22.090 --> 00:15:26.790 on your next campaign idea, right? Or not sure how to make this more like a 227 00:15:26.790 --> 00:15:31.300 holistic experience and to end and have gifting be a component of that. Like 228 00:15:31.310 --> 00:15:35.520 here are some sample ideas and it took me like an hour maybe because these are 229 00:15:35.520 --> 00:15:38.770 ideas I had already worked through or or things that I had already personally 230 00:15:38.770 --> 00:15:41.990 done in our product and then we you know produced it, published it 231 00:15:41.990 --> 00:15:45.350 disseminated it. And then it was like their minds melted because they're like, 232 00:15:45.350 --> 00:15:49.450 I just haven't thought about using your your platform in that type of context. 233 00:15:49.460 --> 00:15:53.180 And so I only truly have that realization after talking to so many 234 00:15:53.180 --> 00:15:57.810 marketers and all I kept hearing was like one events, book events, barbecue 235 00:15:57.810 --> 00:16:00.030 events, right? And I'm like wait a minute. There's some like emerging 236 00:16:00.030 --> 00:16:03.550 trends here and we can kind of be first to market on that type of um like 237 00:16:03.550 --> 00:16:07.210 thought leadership. Um But I wouldn't have gotten that insight from like 238 00:16:07.210 --> 00:16:11.200 listening to a gong call once every quarter. Right? That's So good. It 239 00:16:11.200 --> 00:16:14.700 reminds me there's a similar thing that we're doing called original research 240 00:16:14.700 --> 00:16:19.910 where um and you did some of it Nina. I asked you 15 rapid fire questions to 241 00:16:19.910 --> 00:16:25.000 answer from your gut. The goal there is that I'm basically gonna listen to 100 242 00:16:25.000 --> 00:16:28.900 marketing leaders answering those questions and it will hopefully spark a 243 00:16:28.900 --> 00:16:32.660 very similar thing in my brain where I go, oh wait a second, I've heard that 244 00:16:32.660 --> 00:16:37.820 13 times now. How come we haven't made me content around that? And then the 245 00:16:37.820 --> 00:16:41.570 thing is to write like you make it once and then you can slice it and dice it 246 00:16:41.570 --> 00:16:45.120 like 10 ways to sunday and it can, you know, live in perpetuity and all these 247 00:16:45.120 --> 00:16:48.930 different ways and so you just get more bang for your buck. So it's like you 248 00:16:48.930 --> 00:16:53.570 get to shortcut, like your ideation process and then you also get to 249 00:16:53.570 --> 00:16:56.310 shortcut like what am I going to produce for content for the next 250 00:16:56.310 --> 00:16:59.370 several weeks? It's like, well there you go. You have your cornerstone piece 251 00:16:59.370 --> 00:17:03.110 of content right there by way of customer inspiration. For sure, Nina 252 00:17:03.110 --> 00:17:05.440 There has been an awesome conversation. Thank you so much for being on this 253 00:17:05.440 --> 00:17:09.050 podcast. How should listeners connect with you? Yeah, happily. So you can 254 00:17:09.050 --> 00:17:13.470 find me on linkedin Nina Butler. Um or you can happily reach me via email Nina 255 00:17:13.480 --> 00:17:19.150 at Alice dot com and it's A L Y C E. Awesome. Thanks for being on. Thanks 256 00:17:19.150 --> 00:17:19.790 for having me. To me 257 00:17:21.140 --> 00:17:26.619 is your buyer at BdB marketer. If so, you should think about sponsoring this 258 00:17:26.619 --> 00:17:31.570 podcast. BTB growth gets downloaded over 130,000 times each month and our 259 00:17:31.570 --> 00:17:35.390 listeners are marketing decision makers. If it sounds interesting, send Logan 260 00:17:35.390 --> 00:17:42.350 and email Logan at Sweet Fish Media dot com. Yeah.