#WhyPodcastsWork 22: 3 Ways to Deliver Value Through Podcasting w/ Scott Barker

WEBVTT 1 00:00:05.360 --> 00:00:08.589 Welcome back to be to be growth on Logan lyles with sweet fish media. 2 00:00:08.710 --> 00:00:12.789 Today is another episode in our hy podcast work series. We're going to be 3 00:00:12.869 --> 00:00:17.629 talking to a serial Podcaster, a sales evangelist, Scott Barker. He's head 4 00:00:17.710 --> 00:00:22.140 of partnerships at salesaccer, he's evangelist at outreach and he's the host of the 5 00:00:22.179 --> 00:00:26.219 sales engagement podcast. Scott is a good friend of ours. We love collaborating 6 00:00:26.219 --> 00:00:28.579 with him. Scott, welcome to the show man. How's it going today? 7 00:00:28.859 --> 00:00:32.619 Thanks Rather. I'm happy to be here and, you know, staying 8 00:00:32.700 --> 00:00:36.810 positive in light of what's going on right now and the crazy world we live 9 00:00:36.810 --> 00:00:39.530 in right now. Yeah, absolutely, Man. Well, you and I 10 00:00:39.609 --> 00:00:43.369 are here, we're smiling, we're social distancing, we're across time zones, 11 00:00:43.409 --> 00:00:47.049 across the zoom, but we can still deliver value and digital channels, and 12 00:00:47.329 --> 00:00:50.200 that's what we're going to be talking about today, a digital channel that obviously 13 00:00:50.240 --> 00:00:52.799 we believe in a lot here at sweet fish. I know that's kind of 14 00:00:52.880 --> 00:00:56.520 Meta, you're listening to a podcast about podcasting, but Scott, you know, 15 00:00:56.640 --> 00:01:00.960 you guys and the team at sales hacker and outreach have shown a lot 16 00:01:00.079 --> 00:01:04.629 of investment in in this channel. You guys have the sales engagement podcast that 17 00:01:04.829 --> 00:01:08.670 is regularly releasing episodes. For Be Tob sales folks, you've had the sales 18 00:01:08.750 --> 00:01:12.670 hacker podcast for even longer. Give people a little bit of context. I 19 00:01:12.750 --> 00:01:15.670 mean one if they're not familiar with you, and they definitely should be, 20 00:01:15.790 --> 00:01:19.739 give us a little bit of background there and then you know what you guys 21 00:01:19.780 --> 00:01:21.939 are are up to, and then we're going to dive into some of the 22 00:01:21.980 --> 00:01:26.780 strategies and tactics and your experience with with to podcasts under one roof right now. 23 00:01:26.140 --> 00:01:30.700 Huh? Yeah, so I won't spend too much time on myself. 24 00:01:30.739 --> 00:01:34.170 If anyone wants to connect, go find me on Linkedin. But I'm a 25 00:01:34.569 --> 00:01:38.329 kind of a sales guy at heart. That that over years, but probably 26 00:01:38.329 --> 00:01:42.609 sold into marketing too long and became a marketer myself. So that's what I 27 00:01:42.010 --> 00:01:46.609 often say. And spent a lot of time and kind of tech and media 28 00:01:47.090 --> 00:01:49.640 and now I'm really lucky to be a part of such a fantastic organization that 29 00:01:49.840 --> 00:01:56.400 is outreach, which acquired the company that I was running revenue for, which 30 00:01:56.519 --> 00:02:00.000 was salesacker, a media company. So this really cool acquisition I was able 31 00:02:00.040 --> 00:02:04.189 to be a part of where a tech company, assass company, spot of 32 00:02:04.269 --> 00:02:07.069 Media Company. So been really cool to watch that and learn a time. 33 00:02:07.469 --> 00:02:13.550 But go check me out on Linkedin. And outreach kind of is the number 34 00:02:13.550 --> 00:02:17.620 one sales engagement platform on the market. Unicorn company out of Seattle recently named 35 00:02:17.659 --> 00:02:22.139 Fourth Fastest Growing Company in North America. I'll save you all the pitch, 36 00:02:22.460 --> 00:02:30.250 but forster just released a really cool total economic impact report where he return on 37 00:02:30.449 --> 00:02:34.650 outreach investment was three hundred eighty seven percent, a five extra turn. So 38 00:02:34.969 --> 00:02:37.650 I'm just going to leave it at that. Go check out that report. 39 00:02:37.930 --> 00:02:40.289 Three hundred eighty seven percent. You heard it here. Folks will find that 40 00:02:40.370 --> 00:02:43.689 report and we'll put it in the show notes. That's all we need to 41 00:02:43.770 --> 00:02:46.360 say. They're so let's dive in, man. Let's talk about as you 42 00:02:46.439 --> 00:02:49.039 and I were talking about this, you know, we mentioned at the top 43 00:02:49.080 --> 00:02:53.199 of the episode you guys have have two podcasts essentially under one big roof now, 44 00:02:53.560 --> 00:02:57.439 the sales hacker podcast as well as the sales engagement podcast. Talk a 45 00:02:57.520 --> 00:03:00.389 little bit about sales hacker, the journey that that's been on, why that 46 00:03:00.990 --> 00:03:05.270 was something that you guys wanted to start early in the sales hacker days. 47 00:03:05.629 --> 00:03:07.430 Amidst all the things you guys are doing, people know about you know, 48 00:03:07.550 --> 00:03:12.830 sales hacker webinars. It's always in my linkedin feed. Is a channel you 49 00:03:12.860 --> 00:03:16.939 guys have used with much success. As well as SEO and blogging. PODCASTING 50 00:03:16.979 --> 00:03:21.699 has kind of stayed the course through the acquisition and something that has been effective 51 00:03:21.740 --> 00:03:24.060 for you guys. So I'd love to hear from that perspective. You have 52 00:03:24.219 --> 00:03:30.210 tons of experience with this. What role has it played for you guys throughout 53 00:03:30.210 --> 00:03:32.930 all the twists and turns and everything going on these days? Yeah, for 54 00:03:34.090 --> 00:03:38.530 sure. So the salesacker podcast has been around almost two years now. So 55 00:03:38.689 --> 00:03:44.120 when you think about two years, you know podcast was definitely alive and well, 56 00:03:44.280 --> 00:03:47.759 but it was was not as commonplace maybe as it is is today. 57 00:03:49.280 --> 00:03:54.870 And I remember we had been thinking about launching a podcast for probably even a 58 00:03:55.030 --> 00:04:00.750 year, maybe even two years, before we actually did, and the reason 59 00:04:00.909 --> 00:04:03.990 for it was, you know, just like when we talk about let's say 60 00:04:04.030 --> 00:04:09.870 sales outreach, we're trying to get someone's attention. We often talk about on 61 00:04:09.990 --> 00:04:12.580 the channel and we talked about you know, you're going to have to call 62 00:04:12.620 --> 00:04:15.259 them, you email them, go on linkedin. You'RE gonna have to find 63 00:04:15.300 --> 00:04:19.579 the channel that works for them. So similarly, when you're building a community 64 00:04:19.660 --> 00:04:25.449 like sales hacker, which is now hundred and sixty six thousand be tob sales 65 00:04:25.490 --> 00:04:30.730 professionals, those members like to consume content in their own unique way. Right 66 00:04:30.889 --> 00:04:35.449 we have people that are constantly coming back to the blog or we have people 67 00:04:35.569 --> 00:04:40.680 that only like the webinars because they're a live experience and they get to interact 68 00:04:41.040 --> 00:04:45.160 and they get to ask questions. And then we knew that there was this 69 00:04:45.519 --> 00:04:47.560 other section of people that maybe were on the go, maybe super busy, 70 00:04:48.160 --> 00:04:53.029 and we needed to find a way to reach those people and keep them engaged, 71 00:04:53.709 --> 00:04:56.790 but we didn't want to lose, you know, the quality or anything. 72 00:04:57.269 --> 00:04:59.750 So that's what really took US along. We shot have done at a 73 00:04:59.790 --> 00:05:03.430 ages before, but we were look really looking for a houset who who we 74 00:05:03.470 --> 00:05:06.860 were confident could bring the type of experience that we're helping for, and we 75 00:05:06.939 --> 00:05:11.699 found that in a gentleman and say, named Sam Jacobs, at is the 76 00:05:11.740 --> 00:05:15.220 founder of revenue collective and he's just a kick gass house and we just seen 77 00:05:15.740 --> 00:05:20.259 really unprecedented growth in that channel and it's now become, you know, one 78 00:05:20.300 --> 00:05:24.649 of our strongest channels, for sure. Yeah, absolutely, and I've seen 79 00:05:24.730 --> 00:05:29.129 some evolution of that, you know, not only seeing it from sweetfish side 80 00:05:29.129 --> 00:05:32.689 but personally being a consumer of the salesacer podcast content. Going from you know, 81 00:05:32.970 --> 00:05:36.680 Sam has long form conversations with sales leaders about their journey and lots of 82 00:05:36.720 --> 00:05:42.240 lessons learned, and now Friday fundamental episode. So a mixing up long form 83 00:05:42.319 --> 00:05:45.879 and short form episodes that kind of serve a different purpose. So definitely some 84 00:05:46.040 --> 00:05:48.920 evolution there. I think. No matter the format, interview based, solo 85 00:05:49.029 --> 00:05:54.550 episodes, shut snippets, long form, it's really about delivering value and you, 86 00:05:54.750 --> 00:05:57.350 as you and I were riffing a little bit earlier, Scott, you 87 00:05:57.350 --> 00:06:00.990 were talking about delivering value before the funnel and building a community. Can you 88 00:06:01.029 --> 00:06:04.620 talk a little bit about that for the marketers listening, since you know you're 89 00:06:04.620 --> 00:06:10.300 a salesperson selling two marketers who has become a marketer him self? Yeah, 90 00:06:10.819 --> 00:06:15.100 so to answer that question I must want to go back to the the acquisition. 91 00:06:15.379 --> 00:06:19.209 Right, so this first time this ever happens. Really a tech company 92 00:06:19.290 --> 00:06:24.329 buys a media company, at least to my knowledge, and why that happened 93 00:06:24.649 --> 00:06:29.810 was for this reason. Outreach has a mission to help every single sales person 94 00:06:29.889 --> 00:06:32.879 that's out there. But when you typically think about that, that's like, 95 00:06:33.079 --> 00:06:36.839 okay, they're going to help every single sales up out there, who's in 96 00:06:36.920 --> 00:06:42.800 their funnel or who's in who's a client already or who's a prospect. Right. 97 00:06:43.120 --> 00:06:47.269 That's typically what you see with with companies. But the acquisition of salesacker 98 00:06:47.949 --> 00:06:55.110 made that promise go before the funnel. So before anyone even hears about outreach, 99 00:06:55.430 --> 00:06:58.750 that promise begins. So as soon as you decide you want to be 100 00:06:58.829 --> 00:07:02.579 a sales professional, we are going to help you get better at that role 101 00:07:03.220 --> 00:07:09.420 and I think you know podcasts are are a great example of that. You 102 00:07:09.540 --> 00:07:13.060 know that that same line of thinking. It's how do we reach the people 103 00:07:13.699 --> 00:07:18.050 who they could one day be prospects but they're not anywhere near funnel yet. 104 00:07:18.370 --> 00:07:21.930 But we want to engage with them, we want to understand them, we 105 00:07:23.089 --> 00:07:26.329 want them to think the way we think, we want them to use the 106 00:07:26.449 --> 00:07:30.199 terms that we use when we're speaking to them. So if and when they 107 00:07:30.360 --> 00:07:32.920 get there, you know we're at least speak in the same language and maybe 108 00:07:33.279 --> 00:07:36.000 think the same way. Yeah, absolutely me, and I love that. 109 00:07:36.120 --> 00:07:41.759 I mean people kind of rag on geary V for being so bullish on ticktock 110 00:07:41.879 --> 00:07:44.389 over the last year. But you know what is he doing? He's playing 111 00:07:44.430 --> 00:07:47.310 the long game, adding value and getting in front of folks who may one 112 00:07:47.310 --> 00:07:53.230 day be his buyers. It takes and mindset, it takes an investment in 113 00:07:53.430 --> 00:07:56.949 in the long game, but it pays dividendce. I mean just in in 114 00:07:57.069 --> 00:08:00.019 two years and with the way things are changing right now, it feels like 115 00:08:00.139 --> 00:08:03.459 last Monday was was just, you know, forever ago. In the time 116 00:08:03.620 --> 00:08:07.300 passes so quickly you get you mentioned two years of the salesccer podcast. But 117 00:08:07.459 --> 00:08:11.379 just in two years, which is a short time frame in the in the 118 00:08:11.459 --> 00:08:15.290 grand scheme of things, you guys have seen some tremendous results in just the 119 00:08:15.370 --> 00:08:18.930 community building, not only the reach of the podcast but the way it's it 120 00:08:18.129 --> 00:08:24.290 bolstered salesacker and now outreaches thought leadership position in the sales community. Right. 121 00:08:24.290 --> 00:08:26.959 Yeah, absolutely so. We just cracked and every time I look at this 122 00:08:28.040 --> 00:08:31.639 number, it's true you kind of hit this exponential growth which is really exciting, 123 00:08:31.039 --> 00:08:37.960 but we just cracked half a million downloads, which is absolutely incredible and 124 00:08:37.960 --> 00:08:41.429 I think one of the coolest things, which I didn't mention before is it 125 00:08:41.590 --> 00:08:46.590 did bring a new audience. Now, this is anecdotal, right. I 126 00:08:46.669 --> 00:08:50.629 don't have the full breakdown of our listenership. I wish I could, but 127 00:08:52.070 --> 00:08:56.820 anecdotally we seem to have drawn more of an executive crowd. Now. That 128 00:08:56.940 --> 00:09:03.100 might be because of our our host Sam, who is a prolific crout of 129 00:09:03.139 --> 00:09:05.820 New York. It could be the fact that executives are busier now. They 130 00:09:05.860 --> 00:09:09.460 don't have time to read a blog, they don't have time to come on 131 00:09:09.580 --> 00:09:13.330 a Webinar. But that's been a really cool I guess by product of starting 132 00:09:13.409 --> 00:09:16.610 this is bringing in more of that executive crowd and it's been really cool. 133 00:09:16.850 --> 00:09:22.690 And you know, we were talking of earlier in I want to make this 134 00:09:22.889 --> 00:09:26.519 note of so we now do have opportunity to monetize it. So we have 135 00:09:26.600 --> 00:09:33.000 opportunity to monetize the sales sacer podcast and we do so very kind of sparingly. 136 00:09:33.120 --> 00:09:35.080 You know, we want to make sure that it's in line with with 137 00:09:35.960 --> 00:09:39.509 our audience. And I would urge any listener out there, because I get 138 00:09:39.509 --> 00:09:43.710 hit up all the time. It's people like sky think he knows how to 139 00:09:43.789 --> 00:09:48.549 monetize podcast. Don't do it too early. You do it too early and 140 00:09:48.830 --> 00:09:54.299 you are shooting yourself in the foot and it's going to a the community or 141 00:09:54.340 --> 00:09:56.259 creating is not going to like it be the people that are paying for it 142 00:09:56.299 --> 00:09:58.899 aren't going to see the results, they're not going to come back and it's 143 00:09:58.899 --> 00:10:03.980 just me a bad experience for everyone. So don't monetize too early and when 144 00:10:03.980 --> 00:10:07.889 you do, be very selective with who you let on the podcast, because 145 00:10:07.889 --> 00:10:13.690 that company has to somehow still provide value for your listeners. Yeah, absolutely, 146 00:10:13.730 --> 00:10:18.570 and that's fantastic advice. So we've talked a lot about the salescacker podcast. 147 00:10:18.809 --> 00:10:22.759 The sales engagement podcasts is one that you host regularly and you guys have 148 00:10:22.799 --> 00:10:28.600 a very common mindset with us and in what James Right has written about in 149 00:10:28.720 --> 00:10:31.279 his book content based networking. You know, we've talked about delivering value, 150 00:10:31.360 --> 00:10:37.029 delivering the value to people who may one day be a prospect. They're not 151 00:10:37.110 --> 00:10:41.269 a prospect today and you don't even know. But you've got to go after 152 00:10:41.389 --> 00:10:45.590 that community and and be all in. And I think when most marketers in 153 00:10:45.750 --> 00:10:48.830 Beb think about podcasting, they think about delivering value just to the audience. 154 00:10:50.220 --> 00:10:54.100 However, you guys see both sides of the coin. What was the unlocked 155 00:10:54.179 --> 00:10:56.419 for you guys in looking at Hey, the guests. There is a way 156 00:10:56.539 --> 00:11:01.779 to deliver value to our community in the folks who are guests on the podcast, 157 00:11:01.980 --> 00:11:05.850 not just the listeners. UHH. Yeah. So how the sales engagement 158 00:11:05.970 --> 00:11:09.250 podcast kind of came about? And then I'll get I'll get to the question. 159 00:11:09.450 --> 00:11:13.009 Is So we were basically we had written a book and we're like, 160 00:11:13.090 --> 00:11:16.889 okay, what are all the ways that we can promote this, this book, 161 00:11:18.370 --> 00:11:20.679 and we thought, well, we could interview all the people that we 162 00:11:20.799 --> 00:11:24.759 interviewed in the book on this live format. It could be really cool and 163 00:11:24.600 --> 00:11:30.519 we actually started it to support the book and we launched it and it started 164 00:11:30.559 --> 00:11:35.590 seeing some really great success and so it kind of quickly almost like overtook the 165 00:11:35.070 --> 00:11:41.909 book in popularity, which is really cool. And Yeah, it's been there's 166 00:11:41.950 --> 00:11:43.909 there's multiple different ways that we kind of use that podcast. So we don't 167 00:11:43.950 --> 00:11:50.539 monetize that one. There is a little kind of brandage shoutout of outreach at 168 00:11:50.620 --> 00:11:52.700 the beginning, so you know, you get a little bit of brand awareness 169 00:11:52.779 --> 00:11:58.980 there, and then there's still kind of this thought leadership piece, which is 170 00:11:58.340 --> 00:12:05.169 again goes back to we talk about sales engagement and sales the way that we 171 00:12:05.289 --> 00:12:07.289 want the rest of the world to kind of think and use the terms that 172 00:12:07.769 --> 00:12:11.929 we think and and how where we see modern selling going, because we believe 173 00:12:11.970 --> 00:12:18.919 if more people start picking up modern selling practice is then our total addressable market 174 00:12:18.000 --> 00:12:20.679 is going to grow. So that's kind of the thought leadership piece. And 175 00:12:20.759 --> 00:12:26.000 then lastly, you mentioned like this demand Gen piece, which most people see 176 00:12:26.399 --> 00:12:31.190 the demand gen coming from their listeners, which it very well could be, 177 00:12:31.789 --> 00:12:37.509 but still, to this day it's a little bit tougher to track attribution unless 178 00:12:37.509 --> 00:12:41.110 you're pulling them to, you know, a landing page with a discount code, 179 00:12:41.269 --> 00:12:45.659 or perhaps one I really like is push them to an asset that maybe 180 00:12:46.659 --> 00:12:50.220 complements the episode that have been done, maybe a downloadable worksheet or something. 181 00:12:50.460 --> 00:12:54.659 Then it's easier to track attribution, but it's still a tough challenge. But 182 00:12:54.940 --> 00:13:01.090 where you can do demanagin is is with your guests. So if you have, 183 00:13:01.009 --> 00:13:05.450 you know, your tier one accounts, these talk to your accounts that 184 00:13:05.610 --> 00:13:11.169 you're really trying to break into. You've got your classic strs Bedrs, calling 185 00:13:11.250 --> 00:13:15.559 into them, trying to book appointment. I can be very difficult for you 186 00:13:15.639 --> 00:13:18.960 know, let's say the fortune one hundred companies. Well, it's much less 187 00:13:18.000 --> 00:13:22.639 difficult when you lead with value and I reach out and I say, you 188 00:13:22.720 --> 00:13:28.029 know, hey, you know BEP of sales. You've had such a fantastic 189 00:13:28.190 --> 00:13:31.190 career to day. You know, I really think our listeners could benefit from 190 00:13:31.190 --> 00:13:35.350 it, and they could for sure. So then when you ask that question 191 00:13:35.470 --> 00:13:39.389 that I oh, yeah, I mean, let's do it, and then 192 00:13:39.509 --> 00:13:46.419 you essentially do a live discovery. It's really what's happening right, because you're 193 00:13:46.460 --> 00:13:48.139 just being curious. If you're a good podcast, so it's you're just curious. 194 00:13:48.419 --> 00:13:52.899 So you're just asking these questions about them, their business, their story, 195 00:13:52.299 --> 00:13:56.809 and then you amass all this really interesting information about the company and the 196 00:13:56.850 --> 00:14:01.250 person. And you know, this is where eq comes into it. Like 197 00:14:01.889 --> 00:14:05.610 you can for sure do this the wrong way and like get and this is 198 00:14:05.610 --> 00:14:09.649 actually happened to me. I've been on podcast where they basically tried to close 199 00:14:09.690 --> 00:14:11.879 me at the end of it and it was one of the worst experiences of 200 00:14:11.960 --> 00:14:18.120 my life, because it's not about that. It's more about building the relationship 201 00:14:18.240 --> 00:14:22.799 with the person and when the time comes or they eventually had the business problem 202 00:14:24.000 --> 00:14:26.470 that you solve, you know that relationship is already going to be there in 203 00:14:26.509 --> 00:14:30.629 the trust is going to be there. So that's a big one for us. 204 00:14:30.789 --> 00:14:33.429 Is that kind of you know, you guys kind of coined the term 205 00:14:33.149 --> 00:14:37.980 content networking, but it can be really valuable. And then the last thing 206 00:14:39.019 --> 00:14:43.980 I'll I'll say there is, yes, there is kind of the the prospect, 207 00:14:43.059 --> 00:14:46.740 so the direct, direct revenue generating like hey, this is a company 208 00:14:46.779 --> 00:14:50.500 I want to sell to, let's get them in the funnel, let's have 209 00:14:50.539 --> 00:14:54.210 a conversation with them. There's also in the world that I kind of plan, 210 00:14:54.409 --> 00:14:58.730 which is business development and partnerships. There's also value you can drive to 211 00:14:58.850 --> 00:15:05.169 strengthen partnerships or channel partnerships. So if you have other, let's say, 212 00:15:05.370 --> 00:15:11.960 in our case, sales technology companies that are complementary to outreach and they are 213 00:15:11.000 --> 00:15:16.320 a fral channel for us, we can say hey, you know, we 214 00:15:16.519 --> 00:15:20.840 may not at this time be able to drive a bunch of referrals your way 215 00:15:20.879 --> 00:15:24.429 because, you know, our business objectives are pointed over here right now. 216 00:15:24.909 --> 00:15:28.149 But what we can do, you know, let's give you a bunch of 217 00:15:28.190 --> 00:15:31.470 shout outs on the podcast, let's get your executive team on the podcast and 218 00:15:31.710 --> 00:15:37.779 we'll use our visibility in the channels we've created provide value that way to kind 219 00:15:37.779 --> 00:15:41.580 of thank you or encourage you to bring more business our way as well. 220 00:15:41.460 --> 00:15:45.700 I love that, man. I mean it is very sequential in my mind, 221 00:15:45.740 --> 00:15:48.299 the way you broke it down. Is Not just about the audience. 222 00:15:48.340 --> 00:15:52.289 If you're delivering value there and you're inviting people on who genuinely will add value. 223 00:15:52.370 --> 00:15:54.529 Okay, box number one, all right, step number two. Do 224 00:15:54.649 --> 00:16:00.490 it the right way. Genuinely be curious, genuinely talk shop with these folks, 225 00:16:00.490 --> 00:16:03.720 whether you sell to sales executives, marketing executives, like we do it, 226 00:16:04.039 --> 00:16:07.919 executives, HR professionals, whatever the case is, be curious, talk 227 00:16:08.000 --> 00:16:11.919 shop with them and you will learn more about your target market. Even if 228 00:16:11.960 --> 00:16:18.080 it's not a discovery call that helps you break into that one account, overall 229 00:16:18.360 --> 00:16:22.350 you are going to gain more pulse on what's going on in your target market. 230 00:16:22.750 --> 00:16:26.070 You know, don't hard close them as soon as you saw hit record 231 00:16:26.350 --> 00:16:30.110 and and then also look at okay, there's value that you have because you 232 00:16:30.230 --> 00:16:33.980 have this media property, even before you have a huge listenership and have hit 233 00:16:34.100 --> 00:16:37.500 five hundred thousand downloads, like you guys have with your show, Scott, 234 00:16:37.659 --> 00:16:41.940 there's still value in giving them that third party validation, whether that's a partner, 235 00:16:41.980 --> 00:16:45.340 it's an adjacent company, it's a reseller. You know, think about 236 00:16:45.500 --> 00:16:49.330 your network and not just prospects. If you go down this road, then 237 00:16:49.409 --> 00:16:52.570 you start to just unlock. Oh wait, no, I haven't talked to 238 00:16:52.730 --> 00:16:56.450 so and so in a while. You know, we've had a partnership for 239 00:16:56.490 --> 00:16:59.210 a while. How can I just add some value? Let's have them on 240 00:16:59.289 --> 00:17:02.519 the podcast real quick. I love the way that you're walking through that and 241 00:17:02.600 --> 00:17:06.920 giving people some practical advice. Hey, everybody logan with sweet fish here. 242 00:17:07.279 --> 00:17:11.319 You probably already know that we think you should start a podcast if you haven't 243 00:17:11.319 --> 00:17:15.000 already. But what if you have and you're asking these kinds of questions? 244 00:17:15.440 --> 00:17:18.750 How much has our podcast impacted revenue this year? How is our sales team 245 00:17:18.990 --> 00:17:23.829 actually leveraging the PODCAST content? If you can't answer these questions, you're actually 246 00:17:23.990 --> 00:17:29.349 not alone. This is why I cast it created the very first content marketing 247 00:17:29.430 --> 00:17:33.859 platform made specifically for be Tobe podcast thing. Now you can more easily search 248 00:17:34.259 --> 00:17:40.779 and share your audio content while getting greater visibility into the impact of your podcast. 249 00:17:41.220 --> 00:17:45.049 The marketing teams at drift terminus and here at sweet fish have started using 250 00:17:45.130 --> 00:17:49.369 casted to get more value out of our podcasts, and you probably can to. 251 00:17:51.009 --> 00:17:55.650 You can check out the product in action and casted dot US growth. 252 00:17:56.089 --> 00:18:02.559 That's sea St Ed dot US growth. All right, let's get back to 253 00:18:02.640 --> 00:18:10.480 the show. Speaking of practical advice, what is your advice for marketers, 254 00:18:10.519 --> 00:18:15.589 as you talked to sales and marketing leaders, what some of the common objections 255 00:18:15.630 --> 00:18:18.150 or pitfalls you see with folks who where you're saying, Hey, you guys 256 00:18:18.150 --> 00:18:21.910 should start a podcast. What are you hearing out there, because maybe you're 257 00:18:21.910 --> 00:18:25.710 hearing different things for me because I'm the guy who's selling podcasting services. So 258 00:18:26.069 --> 00:18:29.099 I'd love to hear, and I think our listeners would love to hear as 259 00:18:29.140 --> 00:18:33.019 well, from someone who's a season podcaster. What is it that you wish 260 00:18:33.059 --> 00:18:36.779 you did known you know from the get go that has helped you along the 261 00:18:36.819 --> 00:18:38.059 way, and what do you think you know would help other be to be 262 00:18:38.180 --> 00:18:42.650 marketing leaders who haven't yet started a podcaster and they're thinking about it? Yeah, 263 00:18:44.009 --> 00:18:48.890 so the first thing that comes to mind is it's not as daunting as 264 00:18:48.930 --> 00:18:52.730 you think it's going to be. I think everyone thinks they think of podcasts 265 00:18:52.849 --> 00:18:59.680 and I gotta have this this studio on this coach and I gotta we're Nice 266 00:18:59.720 --> 00:19:02.279 Clu those and I got to fly my guess in and you know, I 267 00:19:02.400 --> 00:19:06.960 need it to be so top notch. And the funny thing about it is 268 00:19:07.119 --> 00:19:11.349 I find sometimes the less I prepare for an episode and the more kind of 269 00:19:12.109 --> 00:19:15.829 Hacky it feels, sometimes the more people resonate with it. You know, 270 00:19:17.029 --> 00:19:21.269 there is so much out there right now and in terms of content that people 271 00:19:21.430 --> 00:19:26.940 crave authenticity and they create this realness. And even ab tested this with black 272 00:19:27.019 --> 00:19:32.700 videos I've put on Linkedin and one that's super high quality versus one that is 273 00:19:33.299 --> 00:19:36.779 literally me on my iphone, you know, going to my next meeting, 274 00:19:37.180 --> 00:19:40.450 and the lower quality one will do better. And Trust I've a be tested 275 00:19:40.529 --> 00:19:45.690 this like twenty times. So people crave that, is that real, kind 276 00:19:45.730 --> 00:19:48.009 of off the cuff. So if you've been in an industry for any amount 277 00:19:48.009 --> 00:19:52.960 of time where you have any sort of knowledge, you know let it come 278 00:19:52.079 --> 00:20:00.079 freely and it's as simple as getting a zoom license or or whatever video recording 279 00:20:00.160 --> 00:20:07.349 software you want to use. And what next time you catch up with some 280 00:20:07.509 --> 00:20:11.309 of your business colleagues, that you probably already have a meeting on the books. 281 00:20:11.549 --> 00:20:14.789 You know, for learning for sharing knowledge. Say, Hey man, 282 00:20:14.789 --> 00:20:18.190 why don't we record this and you just or hey man, hey woman, 283 00:20:18.470 --> 00:20:22.500 let's let's just hit record, and then you record it and send it to, 284 00:20:22.539 --> 00:20:26.500 you know, an agency like like sweetish. Of course, we love 285 00:20:26.579 --> 00:20:30.740 working with you guys. And then that's it. And it's so unbelievably simple. 286 00:20:30.740 --> 00:20:37.450 I do this probably zero point zero, one five percent of of my 287 00:20:37.650 --> 00:20:41.970 job and I just fit this in in between my meetings. Sometimes I can 288 00:20:41.970 --> 00:20:45.490 hit two birds with one stone and have an actual meeting as well as record 289 00:20:45.609 --> 00:20:49.400 something, and then I repurpose that all on Linkedin. So there's my linkedin 290 00:20:49.559 --> 00:20:53.440 post for the week. And you know, I guess. Yeah, without 291 00:20:53.480 --> 00:20:59.039 going too much of a rent, it's not as difficult as you think and 292 00:20:59.839 --> 00:21:04.549 you'll see a tremendous amount of value quickly. And if there's anyone listening to 293 00:21:04.750 --> 00:21:11.150 this who's like thinking of ways they can provide value to their organization above and 294 00:21:11.190 --> 00:21:14.509 beyond their role, you know, many of us now, especially kind of 295 00:21:14.549 --> 00:21:18.150 millennials, seem to have this bitch of okay, I love my lane and 296 00:21:18.190 --> 00:21:19.819 I'm good at this, but like, I'm also super interested in all this 297 00:21:19.980 --> 00:21:23.420 stuff, all this other stuff. A podcast is a really good way to 298 00:21:23.500 --> 00:21:27.339 scratch that itch where you get to talk to super interesting people from all walks 299 00:21:27.380 --> 00:21:30.700 of life, from all different areas, that have all different skill sets, 300 00:21:30.740 --> 00:21:34.410 all different ways of thinking, and it can be a fantastic way to help 301 00:21:34.529 --> 00:21:38.890 boost your career as well as provides fremendous value to your organization. Now I 302 00:21:40.130 --> 00:21:44.049 love all of that and notwithstanding the shout out to sweet fish, thank you 303 00:21:44.089 --> 00:21:47.200 for that, man, but I just love hearing them. And you talked 304 00:21:47.240 --> 00:21:51.759 about killing two birds with one stone. I literally had a potential customer that 305 00:21:51.839 --> 00:21:53.960 we've been talking through. With everything going on right now, they put their 306 00:21:53.960 --> 00:21:56.480 podcast on hold a little bit, but you know, we had a we 307 00:21:56.599 --> 00:22:00.839 had a conversation. Hey, let's let's sink up, let's figure out next 308 00:22:00.839 --> 00:22:03.390 steps. By the way, we were riffing on this. Do you mind 309 00:22:03.390 --> 00:22:06.630 if we take the last twenty minutes of this can record something for B to 310 00:22:06.630 --> 00:22:08.829 be growth? And we did that. We had a great conversation and it 311 00:22:10.029 --> 00:22:14.349 was just very natural. It created content, it deepened that relationship. We 312 00:22:14.470 --> 00:22:18.619 still talked business, and so it's great to hear from someone else who's not, 313 00:22:18.859 --> 00:22:22.420 you know, in just podcasting as neck deep as we are. You 314 00:22:22.460 --> 00:22:26.779 know say that you guys produce a show that most often is producing two episodes 315 00:22:26.819 --> 00:22:29.900 a week. You are a busy guy. You have tons of stuff going 316 00:22:30.009 --> 00:22:33.250 on. You know, outreach is continuing on this trajectory. Sales Hacker is 317 00:22:33.369 --> 00:22:37.730 providing tons of value. You guys are doing webinars, all sorts of things, 318 00:22:37.970 --> 00:22:41.569 and yet you guys still have the bandwidth, with some help is, 319 00:22:41.690 --> 00:22:45.920 as you mentioned, to keep it going and to keep delivering value and consistency. 320 00:22:47.200 --> 00:22:49.319 And Hey, if there's an um or an aw there, that's okay, 321 00:22:49.440 --> 00:22:52.279 or if we kind of feel our way through this episode, that's okay. 322 00:22:52.359 --> 00:22:57.079 But your listeners can count on that consistency and buy and large you've got, 323 00:22:57.279 --> 00:23:00.589 you know, just great episodes to go out there and they might not 324 00:23:00.710 --> 00:23:03.589 always follow the same format. You might start off a little bit differently, 325 00:23:03.910 --> 00:23:07.670 but again back to that authenticitate people are are able to connect with you. 326 00:23:07.990 --> 00:23:11.150 Well, speaking of that, Scott, for people who want to connect with 327 00:23:11.230 --> 00:23:15.660 you, you mentioned you personally linked in. Look you up, Scott Marker. 328 00:23:15.740 --> 00:23:18.900 Where can they go to find more sales hacker content, whether that's the 329 00:23:18.940 --> 00:23:22.940 podcast as well as stuff from outreach in the sales engagement podcast? Man, 330 00:23:22.339 --> 00:23:26.579 absolutely so. Yeah, connect with me on Linkedin, Scott Barker, go 331 00:23:26.700 --> 00:23:33.089 to wwt sales hackercom for we have both two to three pieces of content we 332 00:23:33.210 --> 00:23:36.769 release on the blog every week. We do two weaponars each and every week 333 00:23:36.890 --> 00:23:41.799 and we have two podcasts that we we release and we actually just released a 334 00:23:41.400 --> 00:23:45.000 video series as well which is really fun. It's called demolition, so check 335 00:23:45.039 --> 00:23:51.400 it out on the left hand side of sales hacker. And then for the 336 00:23:51.440 --> 00:23:53.559 sales engagement, if you like the sound of my voice and one to hang 337 00:23:53.640 --> 00:24:00.549 out with me a little bit, if it wouldn't, sales engagementcom slash podcast. 338 00:24:00.869 --> 00:24:03.349 And Yeah, we try and release two episodes every week. Awesome, 339 00:24:03.390 --> 00:24:07.589 man. Thank you so much for the great chat. It's always great connecting 340 00:24:07.630 --> 00:24:11.619 with you online offline and Hey, I'm just glad we recorded it. That's 341 00:24:11.700 --> 00:24:15.099 my Meta ending for today. Thanks, Gott love it. Thanks for having 342 00:24:15.140 --> 00:24:22.259 me. I hate it when podcasts incessantly ask their listeners for reviews, but 343 00:24:22.339 --> 00:24:26.049 I get why they do it, because reviews are enormously helpful when you're trying 344 00:24:26.049 --> 00:24:29.369 to grow a podcast audience. So here's what we decided to do. If 345 00:24:29.369 --> 00:24:33.009 you leave a review for be tob growth in apple podcasts and email me a 346 00:24:33.089 --> 00:24:37.329 screenshot of the review. To James at Sweet Fish Mediacom I'll send you a 347 00:24:37.450 --> 00:24:41.440 signed copy of my new book. Content based networking. How to instantly connect 348 00:24:41.519 --> 00:24:44.440 with anyone you want to know. We get a review, you get a 349 00:24:44.480 --> 00:24:45.839 free book. We both win.