Transcript
WEBVTT
1
00:00:08.160 --> 00:00:17.120
Conversations from the front lines and marketing. This is be tob growth today.
2
00:00:17.120 --> 00:00:20.719
On be to be growth, I'm
glad to be joined by a new friend,
3
00:00:20.719 --> 00:00:26.679
Mada. She is the CO founder
and VP of marketing at branch model.
4
00:00:26.719 --> 00:00:30.399
Welcome to be to be growth.
Thank you, Benjie. So happy
5
00:00:30.440 --> 00:00:36.920
to be here today. It's going
to be fun and you have experienced growth
6
00:00:37.200 --> 00:00:41.320
up close like I would say few
others really have. So there's so much
7
00:00:41.359 --> 00:00:47.159
that I'm excited to learn from from
your story. So for listeners who might
8
00:00:47.200 --> 00:00:53.399
be unaware, you began at branch
years back as a team of one and
9
00:00:53.439 --> 00:00:57.600
then have been there about eight years. Just paint a quick picture for us,
10
00:00:57.640 --> 00:01:00.600
Mata, what branch was eight years
ago coming in, and then you
11
00:01:00.600 --> 00:01:04.439
can fast forward and give us the
picture today. Sure, I mean I
12
00:01:04.480 --> 00:01:08.239
obviously am one of the founder's a
branch, so I was the first market
13
00:01:08.280 --> 00:01:14.480
there. We were for founders.
We were doing mobile linking from the very
14
00:01:14.480 --> 00:01:19.079
early days and we also grew into
building mobile measurements. So we started as
15
00:01:19.079 --> 00:01:23.680
a mobile dinket platform and then developed
our mobile measurement platform on top of that
16
00:01:23.680 --> 00:01:27.239
as well. That was eight years
ago. Today we are, I would
17
00:01:27.280 --> 00:01:34.400
say, the best well, boilding
your platform in the industry used by over
18
00:01:34.439 --> 00:01:40.560
a hundred thousand apps around the world
and we are about five hundred people the
19
00:01:40.599 --> 00:01:46.319
marketing team somewhere like twenty three out
of those, and I did that team
20
00:01:46.359 --> 00:01:49.560
and I'm also pretty involved in not
culture initiatives, but today we will be
21
00:01:49.599 --> 00:01:53.959
talking marketing. So cool. I
mean, you didn't tell out the numbers,
22
00:01:53.959 --> 00:01:56.680
but I will, because you guys
just raise three hundred million in new
23
00:01:56.680 --> 00:02:00.280
funding and evaluation of what over four
billion. Yes, for a billion.
24
00:02:00.519 --> 00:02:05.640
I know it's even seeing that out
loud, I'm like wow, yeah,
25
00:02:05.879 --> 00:02:08.759
I actually started the company that did
that. I'm sure it's a cool,
26
00:02:08.800 --> 00:02:13.360
incredible and your humble about it,
but that is something worth celebrating. So
27
00:02:13.360 --> 00:02:16.680
we celebrate that with you today.
One thing I found really interesting is eight
28
00:02:16.800 --> 00:02:23.520
years ago you really saw three core
pillars of the original marketing strategy and you
29
00:02:23.560 --> 00:02:27.759
say that those really stayed core to
what you guys were doing at branch even
30
00:02:27.759 --> 00:02:30.360
through all the explosive growth. Want
to spend a little bit of time on
31
00:02:30.360 --> 00:02:32.919
each of those, but would you
tell me the three things that you really
32
00:02:34.240 --> 00:02:38.360
seem to hyper focus on those three
core pillars? Yeah, they are education,
33
00:02:38.800 --> 00:02:44.719
so really telling stories and helping people
understand why there is a need for
34
00:02:44.800 --> 00:02:49.240
branch in the market, how our
customers use as but really this idea of
35
00:02:49.439 --> 00:02:55.400
content and education and stories. The
second one is building good relationships, so
36
00:02:55.560 --> 00:03:00.199
really understanding our customers and our prospects
and building really do, really good relationships
37
00:03:00.240 --> 00:03:04.800
to them. So when something I
was wrong, they come to us,
38
00:03:04.919 --> 00:03:08.039
they help us grow. So that's
our second pillar in our marketing strategy.
39
00:03:08.080 --> 00:03:12.639
And the third one is, you
know, measurement and hyper measurement, and
40
00:03:12.680 --> 00:03:15.000
we've been, you know, we
were a team of four engineers we started
41
00:03:15.159 --> 00:03:20.400
ranch and I have an engineering background. So from very early days we were
42
00:03:20.520 --> 00:03:23.719
very much like this measure everything.
How can we find a way to measure
43
00:03:23.759 --> 00:03:28.159
everything? And and those three started
from the very early days. But I
44
00:03:28.159 --> 00:03:30.719
would say, you know, those
are our three pillars today. When I
45
00:03:30.199 --> 00:03:34.039
someone new joins the team and I
tell them about hope the marketing, that's
46
00:03:34.039 --> 00:03:37.560
how we start. It's interesting to
think because over those eight years, I
47
00:03:37.599 --> 00:03:40.560
would say, especially in like the
content space, you know we've seen changes
48
00:03:40.560 --> 00:03:44.719
in medium and whatever, but it's
very much still something that all of the
49
00:03:44.719 --> 00:03:49.919
BB spaces talking about. So I
would love to hear what was your bet
50
00:03:49.960 --> 00:03:53.919
early in it. When it came
to education, what was the primary way
51
00:03:53.960 --> 00:03:58.879
that you said about where? When
about educating the market, and how did
52
00:03:58.960 --> 00:04:01.960
you primarily do that? Well,
I think in the early days we were
53
00:04:01.960 --> 00:04:06.599
thinking we didn't actually quite know,
but we want to people to know about
54
00:04:06.719 --> 00:04:09.960
us and we were like, well, the best way to get people to
55
00:04:10.039 --> 00:04:13.960
know about us let's write some blog
posts and some stories and get them on
56
00:04:14.000 --> 00:04:18.360
the front page of Hacker News.
There was our big thing in those early
57
00:04:18.399 --> 00:04:23.439
days. So obviously we know we
did manage to do that a few times.
58
00:04:23.480 --> 00:04:27.600
But as we started writing those block
posts and educating and starting to write
59
00:04:27.639 --> 00:04:31.920
how to guides, we started seeing
something quite amazing. People were coming to
60
00:04:32.040 --> 00:04:35.680
our website because you're finding us on
search and we didn't you know, I
61
00:04:35.680 --> 00:04:40.480
didn't know that much about the CEO
and we didn't start with searching mind.
62
00:04:40.720 --> 00:04:44.879
But when I started seeing the trend
of people coming and discovering us because of
63
00:04:44.879 --> 00:04:47.439
stuff that we wrote, we started
really doubling down. So I actually had
64
00:04:47.480 --> 00:04:51.879
someone on the data team who helped
me and we did a really intense analysis
65
00:04:51.920 --> 00:04:59.720
of potential keywords and started writing content
with search and I see in mind.
66
00:04:59.759 --> 00:05:03.240
In addition to note to the more
general educational content. So that was a
67
00:05:03.319 --> 00:05:06.879
very interesting thing that devolved. Are
already on and to this day it's one
68
00:05:06.920 --> 00:05:15.199
of our biggest source of new leads
and actually it impacts our pipeline quite tremendous
69
00:05:15.240 --> 00:05:21.000
thing when you say it still is
today, that that's a intense analysis focus
70
00:05:21.040 --> 00:05:27.040
on Seo specifically. You're writing still
specifically with that in mind, not everything,
71
00:05:27.079 --> 00:05:30.279
but we do write with that in
mind and we still look at like
72
00:05:30.519 --> 00:05:33.519
and we can talk about measurement later, but we do measure everything that helps
73
00:05:33.560 --> 00:05:40.720
generate pipeline and content is very high
and when you look at that content and
74
00:05:40.720 --> 00:05:45.839
help people discover that content, a
big percentage of that comes from organic search.
75
00:05:45.959 --> 00:05:48.560
So if you were like starting a
new company right, what medium do
76
00:05:48.600 --> 00:05:53.600
you think you would use as you
look to accomplish the the education piece?
77
00:05:53.680 --> 00:05:56.839
Now, is blog still to you
the most effective? Do you see other
78
00:05:56.839 --> 00:06:00.000
things that you feel like you guys
are starting to put your efforts towards?
79
00:06:00.360 --> 00:06:03.319
Me Block was not the only thing
we also did. You know, in
80
00:06:03.360 --> 00:06:06.920
the early days we came up with
this like really big good piece of content
81
00:06:08.000 --> 00:06:14.000
called the mobile growth handbook, and
everyone down on the the became viral.
82
00:06:14.079 --> 00:06:15.639
You know, I remember going to
Asia and meeting people and they're like,
83
00:06:15.879 --> 00:06:18.439
you guys did the mobile growth hand
book. It's this thing I used to
84
00:06:18.480 --> 00:06:23.680
get my new job. That's awesome, and and so and we did it
85
00:06:23.759 --> 00:06:26.600
every year for, you know,
the past five six years. They started
86
00:06:26.680 --> 00:06:30.800
very early on. So it's not
just blog. But if I'm to think
87
00:06:30.839 --> 00:06:35.839
about what I would tell someone starting
now, I would say focus on really
88
00:06:35.959 --> 00:06:41.879
educational content. So instead I think
what I see sometimes companies do, and
89
00:06:41.920 --> 00:06:45.360
even people are branch when they joined
it's one of the things they think is
90
00:06:45.360 --> 00:06:48.079
like Oh, be to be content. US Do a lot of gated white
91
00:06:48.079 --> 00:06:51.920
papers and those just don't work that
out as well. Like, instead of
92
00:06:51.920 --> 00:06:57.879
doing, you know, ten superficial
gated white papers, the companies would do
93
00:06:57.879 --> 00:07:00.399
it well. And there's others,
not just us. They find one thing
94
00:07:00.439 --> 00:07:04.399
and they write, you know,
the guide to that and they do it
95
00:07:04.560 --> 00:07:09.639
so well that everyone knows them on
it. And then the blog. Obviously
96
00:07:09.879 --> 00:07:12.720
the blog is more for how to
guys and want people search. So I
97
00:07:12.720 --> 00:07:16.839
would say paaring one area, one
or two areas where you go very deep
98
00:07:16.839 --> 00:07:25.079
but very educational, amazing content,
with more shorter but how to base content
99
00:07:25.120 --> 00:07:27.879
based on intent? Maybe No.
In Our case was how two guides,
100
00:07:27.920 --> 00:07:30.879
but for other companies might be something
else. But understanding what people are looking
101
00:07:30.959 --> 00:07:34.120
for and where you can help them
and help them and rite. You know,
102
00:07:34.199 --> 00:07:39.839
like I remember one of the best
pieces of content was written by CEO
103
00:07:40.199 --> 00:07:45.399
when Apple Introduce iways eleven, everything
change and linking, and he wrote a
104
00:07:45.439 --> 00:07:49.600
how to guide to how to adapt
to this change without branch and then at
105
00:07:49.600 --> 00:07:54.040
the end said, Oh, you
know, like these thirty steps, if
106
00:07:54.040 --> 00:07:56.680
you want to cut half of them, you use branch and you only have
107
00:07:56.759 --> 00:08:01.120
to do half. But if someone
could have used that guide, they didn't
108
00:08:01.120 --> 00:08:03.240
need branch. They quit. took
his go and set up universal things without
109
00:08:03.240 --> 00:08:07.519
branch and obviously bench made it easier
and there was a thing at the end,
110
00:08:07.560 --> 00:08:11.879
but he really focused on one customer
actually needed and why they were searching
111
00:08:11.879 --> 00:08:15.399
for instead of just trying to sell
them our car, our product. I
112
00:08:15.480 --> 00:08:18.839
love that. I've seen a couple
companies and I don't have a dog in
113
00:08:18.879 --> 00:08:20.639
this race, but I would just
would point out that I think it's interesting.
114
00:08:20.720 --> 00:08:24.839
I don't know if you've seen this
to motto where they're they're actually taking,
115
00:08:24.920 --> 00:08:26.680
I would guess, or repurposing some
of their content, but into a
116
00:08:26.759 --> 00:08:33.000
legitimate book. So they all of
their content, primarily is ungated, because
117
00:08:33.039 --> 00:08:37.759
we know that that's the way that
everything is moving and it should be easy
118
00:08:37.799 --> 00:08:41.120
to access, but then they take
or they group a bunch of that into
119
00:08:41.159 --> 00:08:46.279
a really good looking, well produced, actual book, and that is just
120
00:08:46.320 --> 00:08:50.639
maybe requires just an email or it's
really simple, but it's something that I've
121
00:08:50.679 --> 00:08:52.039
been thinking a little bit about.
Again, I don't know, do you
122
00:08:52.039 --> 00:08:54.440
have a take on that? Do
you like that idea at all? Yeah,
123
00:08:54.480 --> 00:08:58.120
I think I think that's actually a
pretty good idea. I am just
124
00:08:58.240 --> 00:09:01.679
a I think repurposing and thinking about
content a lot and I was one that
125
00:09:01.720 --> 00:09:05.480
I've seen a couple, you know, companies do. That was like,
126
00:09:05.039 --> 00:09:09.519
it's interesting. I will say that
our best piece of content right now,
127
00:09:09.600 --> 00:09:13.600
like our most that's the thing that
does the best, is actually this newsletter
128
00:09:13.799 --> 00:09:18.519
that someone on my team does,
and I think what makes that newsletter good
129
00:09:18.720 --> 00:09:22.159
obviously we have a really big you
know, we have about two hundredzero people
130
00:09:22.240 --> 00:09:26.879
reading it, but the open rates, even with that number, are something
131
00:09:26.879 --> 00:09:30.639
close to forty percent, which I
think it's incredibly impressive. That's awesome and
132
00:09:30.679 --> 00:09:33.080
what makes it good is not.
I mean, obviously we do repurpose content,
133
00:09:33.120 --> 00:09:37.360
but it's very much his newsletter.
Like I cannot go and say,
134
00:09:37.440 --> 00:09:41.320
Oh, we're going to have someone
else to the news letter, because he
135
00:09:41.440 --> 00:09:46.960
actually spends a lot of time putting
his opinions on content that we generate or
136
00:09:46.000 --> 00:09:50.159
others generate. I think he actually
includes our competitors when competitors have a really
137
00:09:50.159 --> 00:09:54.200
good piece, he includes it there. And what's really interesting. It's a
138
00:09:54.200 --> 00:09:56.879
little bit different than while you were
talking about with email, but I think
139
00:09:56.919 --> 00:10:01.080
you know email can be a really
good think if you do it well.
140
00:10:01.120 --> 00:10:05.799
He's newsletter. People really feel smallity
and he has an opinion. He's snarky
141
00:10:05.960 --> 00:10:11.360
and a little bit like irreverent.
It's a very good toll. Like I
142
00:10:11.360 --> 00:10:13.360
could if you love brish tomorrow.
I think we would have to do and
143
00:10:13.399 --> 00:10:16.279
we wanted to continue, we have
to do completely different news letter because you
144
00:10:16.320 --> 00:10:22.320
can copy his style and own and
people read it because they know he's going
145
00:10:22.320 --> 00:10:26.799
to actually have an opinion. And
and I was interviewing someone for we're interviewing
146
00:10:26.799 --> 00:10:31.879
for a content person and one of
the questions is what makes good thought leadership.
147
00:10:31.919 --> 00:10:35.679
So as I try to think an
answer that question myself. So,
148
00:10:35.679 --> 00:10:39.639
when you think about content, whether
it's a blog or this news ladder or
149
00:10:39.720 --> 00:10:43.600
even a piece of content, in
my opinion, obviously needs to be research
150
00:10:43.679 --> 00:10:48.039
and need to have good information,
needs to be surprising, but you need
151
00:10:48.080 --> 00:10:52.440
to have an opinion if it's really
good thought leadership, no matter what the
152
00:10:52.480 --> 00:10:58.200
content is, to spark a conversation, you have to have an opinion,
153
00:10:58.200 --> 00:11:01.759
you have to actually like this are
the data and this is what I think
154
00:11:01.759 --> 00:11:03.240
you should do. You can take
it or leave it, but I actually
155
00:11:03.279 --> 00:11:07.120
am not giving you just a bunch
of information. I'm giving the information with
156
00:11:07.159 --> 00:11:11.679
their recommendation and opinion. Yeah,
your unique point of view that you bring
157
00:11:11.679 --> 00:11:16.480
to the content you're creating, no
matter the medium, becomes the reason that
158
00:11:16.480 --> 00:11:20.799
that content has staying power, which
is probably we were joking about it before
159
00:11:20.799 --> 00:11:24.000
we started recording that the goal of
this podcast is not to create another boring
160
00:11:24.000 --> 00:11:28.799
piece of pop content. But if
you think about it, made that's what
161
00:11:28.799 --> 00:11:31.960
we're guilty of. is going well, it needs to sound exactly yes,
162
00:11:31.080 --> 00:11:35.879
business and then you suck your life
out of it. Yeah, and I
163
00:11:35.879 --> 00:11:39.440
think that's not what makes without content, and even as a business. By
164
00:11:39.480 --> 00:11:43.639
the way, I think having an
opinion on things does make you stand out
165
00:11:43.679 --> 00:11:48.240
and obviously when you add a business
have an opinion. It's like the founders
166
00:11:48.240 --> 00:11:52.840
and the leadership them. But when
apple introduce some of these changes, we
167
00:11:52.879 --> 00:11:56.759
had an opinion, for the better
of worse. People reacted to our opinion.
168
00:11:56.960 --> 00:12:01.840
Not everyone agree that our opinion,
but they put us on the map
169
00:12:01.919 --> 00:12:05.080
for sure. I think that's so
key and it's a good, good takeaway.
170
00:12:05.320 --> 00:12:09.960
I want to go to the second
pillar that we mentioned off the top,
171
00:12:09.039 --> 00:12:13.080
and I know there has been a
lot of evolution through the years,
172
00:12:13.279 --> 00:12:18.639
but you guys were very early,
I would say to the community conversation.
173
00:12:18.639 --> 00:12:22.919
Tell me a little bit and maybe
explain to our audience what your kind of
174
00:12:22.960 --> 00:12:26.639
big bet was when it came to
community. Honestly, you know, to
175
00:12:26.679 --> 00:12:30.759
be completely honest, I didn't know
what I was doing and I was like,
176
00:12:31.440 --> 00:12:33.720
I didn't come from marketing background,
so I was like, how do
177
00:12:33.799 --> 00:12:41.200
you build things and get people to
know about it? So my cofounder,
178
00:12:41.279 --> 00:12:46.080
Mike, and I went and we
met with someone at I think it was
179
00:12:46.799 --> 00:12:50.000
great lock, and he was an
entrepreneurial residence and he said, you know,
180
00:12:50.840 --> 00:12:54.639
you're trying to grow and your business. What you need to do is
181
00:12:54.840 --> 00:13:01.360
pick like an area that you're closely
aligned with and just own it everywhere and
182
00:13:01.440 --> 00:13:05.399
own it when it comes to content, own it when it comes to events,
183
00:13:05.559 --> 00:13:07.559
just do it all. So that's
how we know. We picked mobile
184
00:13:07.600 --> 00:13:13.399
growth, because branch helps you with
your growth on mobile through linking and measurement,
185
00:13:13.039 --> 00:13:18.159
and we're like, let's make it
big and we on the way from
186
00:13:18.159 --> 00:13:22.039
that meeting, I was driving and
a micael founder just went on Meat UPCOM
187
00:13:22.080 --> 00:13:26.080
and started a mobile growth community and
he just set the meat up for a
188
00:13:26.080 --> 00:13:28.279
month from then and we're like,
we're going to make it up, will
189
00:13:28.320 --> 00:13:31.200
figure it out, and by the
time we had to the office, I
190
00:13:31.240 --> 00:13:35.600
went and edited it and we're like, okay, now we're going to a
191
00:13:35.600 --> 00:13:39.960
meet up and we obviously didn't know
what community meant and how well this would
192
00:13:39.000 --> 00:13:43.559
work for us, but we did
this meet up and we invited a few
193
00:13:43.559 --> 00:13:48.720
people to speak, and it's interesting, you know, I remember the people
194
00:13:48.759 --> 00:13:54.600
who spoke at our first meet up. I think it was someone from interest
195
00:13:54.639 --> 00:13:58.840
and maybe someone from Robin Hood,
and both of those became two of our
196
00:13:58.840 --> 00:14:03.039
early customers and the relationships to build
those two speakers actually really helped us.
197
00:14:03.039 --> 00:14:07.039
And then some of the people in
the audience ended up asking questions about branch
198
00:14:07.120 --> 00:14:09.879
and the meet up was not about
branch. It was about mobile growth.
199
00:14:11.000 --> 00:14:13.679
You know, we had a two
minutes intro to branch, but everything else
200
00:14:13.759 --> 00:14:16.679
was these people giving talks on growth. And we realize that that's a big
201
00:14:16.679 --> 00:14:22.240
opportunity here, that the relationships that
you build with people by building a community
202
00:14:22.279 --> 00:14:26.519
can actually help people learn about your
product. So we started doing a lot
203
00:14:26.519 --> 00:14:30.240
of these meetups. We build a
big, big community, I would say,
204
00:14:30.240 --> 00:14:33.399
for before Covid we were doing a
hundred, two hundred fifty meet ups
205
00:14:33.399 --> 00:14:39.919
around the world and a lot of
our international expansion as a business started with
206
00:14:39.960 --> 00:14:41.639
this. Like I decided I was
going to do meet ups all around the
207
00:14:41.639 --> 00:14:46.960
world and I hired these people as
evangelists to run these meetups, and then
208
00:14:46.960 --> 00:14:50.559
when we decided to open offices,
they actually became my first employees in those
209
00:14:50.600 --> 00:14:54.559
offices, and then we build teams
around them and and and when you think
210
00:14:54.600 --> 00:14:58.080
about our international expansion, is started
with community first and these meetups and it
211
00:14:58.120 --> 00:15:03.080
was very interesting. But I think
we also realize that this is not the
212
00:15:03.080 --> 00:15:05.440
only way you build relationships with people. So we started doing a lot of
213
00:15:05.480 --> 00:15:09.759
other things like the IP events.
You know, I have my own podcast
214
00:15:09.840 --> 00:15:13.960
called how I grew this what I
interview some of the leaders in the space
215
00:15:15.440 --> 00:15:20.519
and we really understood that, you
know, building relationships with both your customers
216
00:15:20.639 --> 00:15:24.840
and with people that you want to
become your customers can really help you can
217
00:15:24.919 --> 00:15:30.120
we help our business. So it
has become a pillar for us and I
218
00:15:30.120 --> 00:15:33.840
would say one of the biggest areas
where we focus out with the marketing efforts.
219
00:15:33.919 --> 00:15:39.679
It's interesting on the community conversation because
I've noticed, as it gets more
220
00:15:39.720 --> 00:15:45.759
into the LEX account of marketers,
if you didn't start with like more pure
221
00:15:45.759 --> 00:15:50.639
intentions, because your pure your intentions
model of like how do we build this
222
00:15:50.679 --> 00:15:54.120
and get people to care about it? And it justs it almost feels like
223
00:15:54.440 --> 00:15:58.399
somewhat obviously there was, there was
a reason finding, but there was some
224
00:15:58.519 --> 00:16:03.039
stumbling into the fact that community really
work. We stumbled into this and I
225
00:16:03.080 --> 00:16:07.639
think what's really interesting is, even
though we realize that relationships are important and
226
00:16:07.639 --> 00:16:11.759
stuff, we made sure that our
community was never to branch focused, because
227
00:16:11.799 --> 00:16:15.919
I think if you go to a
point where you talk too much about what
228
00:16:15.039 --> 00:16:18.960
you're trying to do, people won't
come. So if you do things right
229
00:16:19.120 --> 00:16:22.200
and you keep the user in mind
and you do what's best for them,
230
00:16:22.200 --> 00:16:26.840
business will come. I think that's
happened to our content, the content where
231
00:16:26.840 --> 00:16:30.200
we sell branch and it's to have
really focused on and it's not the content
232
00:16:30.279 --> 00:16:33.240
and die is the best when it
comes to bringing pipeline. Is actually the
233
00:16:33.240 --> 00:16:38.279
more selfless content that educates the market
that ends up getting guys the most new
234
00:16:38.360 --> 00:16:44.399
lead. So it's just very interesting
and not the most sometimes people focus so
235
00:16:44.480 --> 00:16:48.080
much on the short term instead of
thinking about the long term and doing what's
236
00:16:48.159 --> 00:16:52.159
right for customers and market and community
and knowing that actually businesses come from it
237
00:16:52.320 --> 00:16:56.120
later on. It is it's such
a long play and I think that's why
238
00:16:56.200 --> 00:17:00.720
so many get it wrong. They
say they care about community, but it's
239
00:17:00.759 --> 00:17:03.440
they're trying to force it and then
it comes across and you can tell it's
240
00:17:03.519 --> 00:17:10.319
not natural. So I appreciate you
even saying that. I wonder from your
241
00:17:10.359 --> 00:17:15.240
experience and building community, anything you
tried that didn't work? They didn't you
242
00:17:15.279 --> 00:17:18.759
just you'd say, Hey, watch
out for this or stay away from that.
243
00:17:18.839 --> 00:17:22.200
Well, we tried. We're like, we're so good at doing these
244
00:17:22.240 --> 00:17:23.920
meetups. Look at us like,
Oh my God, you know we would
245
00:17:23.960 --> 00:17:29.440
have meat ups with five hundred people
and we're like let's do it, let's
246
00:17:29.480 --> 00:17:33.640
do a branch community. It's the
promobile growth Communitian do the same thing,
247
00:17:33.680 --> 00:17:37.640
but like branch focus. You have
enough customers, let's do it. That
248
00:17:37.680 --> 00:17:41.640
didn't work. Maybe work too smaller
the time. I think you know,
249
00:17:41.680 --> 00:17:45.440
eventually would probably try again, but
we were just too small and to people
250
00:17:45.559 --> 00:17:52.319
want to come and learn about more
general things and when we did things that
251
00:17:52.359 --> 00:17:56.440
were to branch specific, was hard
to get people and I think in general
252
00:17:56.960 --> 00:18:00.400
I just decided that I would just
going to do that anymore. Like I'm
253
00:18:00.400 --> 00:18:04.759
doing a big VIP event in Hawaii
and it could have been people who are
254
00:18:04.799 --> 00:18:07.640
like when I tell people about that, if they're like Oh, you're doing
255
00:18:07.680 --> 00:18:11.079
a customer event with all your customers, and I'm like now, now I'm
256
00:18:11.119 --> 00:18:17.039
doing theaters and mobile event. They
will learn about branch but it's going to
257
00:18:17.039 --> 00:18:19.079
be small and I'm just going to
bring people together and build those relationships.
258
00:18:19.119 --> 00:18:23.559
And it's interesting for us being too
focused on our product when it comes to
259
00:18:23.559 --> 00:18:29.079
building community and events. It hasn't
worked at well. I'm sure when we're
260
00:18:29.359 --> 00:18:33.920
giant it's going to be different,
but so far. HMM. Okay,
261
00:18:33.960 --> 00:18:36.480
so I want to focus in there
just for one more second before we go
262
00:18:36.559 --> 00:18:40.079
to the last one, because the
last one is this idea of extreme measurement.
263
00:18:40.319 --> 00:18:44.240
And I know that as an engineer
and your your mind, you are
264
00:18:44.279 --> 00:18:48.759
thinking of measuring everything. So then
in community it almost sounds like you have
265
00:18:48.839 --> 00:18:52.200
to shift out of that mindset somewhat, knowing it's a long play, but
266
00:18:52.240 --> 00:18:56.559
how know, I guess. Yeah, I think about that. I disagree
267
00:18:56.640 --> 00:18:59.759
with that. Actually. I actually
think what's really interesting is because we have
268
00:18:59.799 --> 00:19:03.720
such extreme measurement and because we look
at things and we measure things in the
269
00:19:03.720 --> 00:19:07.640
long term versus the short term.
I was able to prove the community and
270
00:19:07.720 --> 00:19:12.519
the mobile gross community has a huge
impact on branch. HMM. And I
271
00:19:12.519 --> 00:19:17.720
remember my cofounder and Urico try to
say try to get me to shut down
272
00:19:17.759 --> 00:19:19.960
the community before we were able to
measure it, because he said, you're
273
00:19:21.000 --> 00:19:25.000
doing all these events, but they
I can I don't think they do anything.
274
00:19:25.160 --> 00:19:26.960
They're not focus on branch. You're
not talking about branch. This is
275
00:19:27.000 --> 00:19:30.319
not working. I think you should
just focus you on think some other things.
276
00:19:30.440 --> 00:19:33.599
Do you even know how to do? BE TO BE MARKETING? I
277
00:19:33.599 --> 00:19:40.640
remember even because that's not what to
be marketing is and I really doubted myself
278
00:19:40.640 --> 00:19:45.960
because I had a hunch that the
community worked, but I couldn't prove it.
279
00:19:45.160 --> 00:19:49.960
And then when we built a much
better measurement system, it actually show
280
00:19:51.160 --> 00:19:55.759
that, like the people who come
to our events in the next year,
281
00:19:56.279 --> 00:20:00.039
like the majority turn, like not
the majority, but like half of them,
282
00:20:00.200 --> 00:20:06.680
turn into customers or pipeline or prospect
and it's just really interesting when you
283
00:20:06.759 --> 00:20:08.920
can measure long term and not like, of course they don't do it right
284
00:20:08.960 --> 00:20:14.119
away. When you think about it
long term, they actually it does have
285
00:20:14.160 --> 00:20:17.519
a huge impact on the business,
but it doesn't happen overnight and you won't
286
00:20:17.559 --> 00:20:22.079
get usually, you know, someone
won't go after and like by branch next
287
00:20:22.160 --> 00:20:26.240
day. So you're having to sell
your CEO and those above you telling you
288
00:20:26.319 --> 00:20:30.759
to stop. On what a longer
timeline? Give me a few more months
289
00:20:30.920 --> 00:20:33.119
or how how do you start thinking
about it? No, and on measurement,
290
00:20:33.200 --> 00:20:37.000
I think we didn't have any way
of measuring your community. HMM.
291
00:20:37.039 --> 00:20:41.440
So when you can measure it,
because we weren't doing a good job,
292
00:20:41.440 --> 00:20:45.039
would like getting least but also to
measuring the impact, and we are only
293
00:20:45.079 --> 00:20:48.839
measuring the impact in the very short
term. So it's not like I just
294
00:20:48.920 --> 00:20:52.519
had to sell them. Hey,
trust me, give me some time to
295
00:20:52.519 --> 00:20:56.359
measure this and we look at this
and once we build a really good measurement
296
00:20:56.400 --> 00:21:00.359
system and I show the numbers,
no one ever questions if, like relationships,
297
00:21:00.359 --> 00:21:04.319
the community works anymore because we've we've
analyzed it and showed that so many
298
00:21:04.359 --> 00:21:07.559
times and how what it does right
now would say actually the same thing for
299
00:21:07.880 --> 00:21:11.559
content or media at this point right
where it's like yes, it's another one
300
00:21:11.599 --> 00:21:15.440
of those touch points, and I
think that's why your pillars work so well,
301
00:21:15.559 --> 00:21:21.640
is because they end up really I
mean the side where you can't really
302
00:21:21.839 --> 00:21:25.279
you don't really know where or what
resonates with people. But over time,
303
00:21:25.319 --> 00:21:27.640
your you are resonating and then one
thing leads to the other. Okay,
304
00:21:29.240 --> 00:21:30.759
thank you for pushing back on that
and going into detail are, because I
305
00:21:30.759 --> 00:21:34.000
think that's really helpful for us.
So I love it. The third pillar
306
00:21:34.039 --> 00:21:38.359
extreme measurement. Ultimately, this is
a pillar that I think many want,
307
00:21:38.480 --> 00:21:42.000
or they have some degree of their
trying to look at the data, but
308
00:21:42.000 --> 00:21:47.519
they're struggling to execute at a high
level. So within marketing, you built
309
00:21:47.599 --> 00:21:52.640
a scoring system to help kind of
understand what's working, what's worth. It
310
00:21:52.799 --> 00:21:57.480
tell us the origin of this extreme
measurement system. So it's less that it's
311
00:21:57.519 --> 00:22:00.680
in marketing. It was started in
marketing, but it's just by the whole
312
00:22:00.720 --> 00:22:08.400
company now. And we really were
trying to understand what actually generates pipeline and
313
00:22:08.440 --> 00:22:11.480
we notice that, you know,
sometimes market think. We say we generate
314
00:22:11.519 --> 00:22:15.480
that the pipeline, but when you
added the pipeline, the marketing thought you're
315
00:22:15.519 --> 00:22:18.559
generated with the pipeline. Is Dr
Slot. They generated with the pipeline as
316
00:22:18.599 --> 00:22:23.680
and BDS generated. It was like
twice the pipeline we actually had, because
317
00:22:23.799 --> 00:22:27.680
we double content in a lot of
ways. So we're like, how can
318
00:22:27.720 --> 00:22:33.400
we build a system but there is
no double counting and where everything gets a
319
00:22:33.440 --> 00:22:37.279
point and then you can measure things
and compare things against each other? So
320
00:22:37.559 --> 00:22:44.039
we decided that we were going to
build a system that was not there was
321
00:22:44.079 --> 00:22:47.720
no double counting and he wasn't marketing
focus, or is Dr Focus. It
322
00:22:47.839 --> 00:22:51.799
was built for our whole go to
market them and it wasn't that hard to
323
00:22:51.799 --> 00:22:57.440
build. So we basically took everything
a touch point that we had between marketing
324
00:22:57.480 --> 00:23:04.200
activities. SDR touches a he's doing
meanings, bed doing an intro and everything
325
00:23:04.240 --> 00:23:07.920
at points. So you know,
some things and this points are similar to
326
00:23:07.960 --> 00:23:11.000
the minute, but they're not exactly
the minutes, but they're, you know,
327
00:23:11.079 --> 00:23:15.119
kind of similar to both the effort
that the customer puts and the time
328
00:23:15.160 --> 00:23:18.920
they spend. Give me an example. One average someone spent six minutes reading
329
00:23:18.920 --> 00:23:25.039
a block post or block post gets
six minutes. Gotcha, okay, an
330
00:23:25.039 --> 00:23:29.599
ae sus in a minute. And
a meeting for someone for sixty minutes and
331
00:23:29.640 --> 00:23:33.440
they get sixty minutes. But was
something like a meetup with did something a
332
00:23:33.480 --> 00:23:36.400
little bit different. If someone's attending
a meet up, even though the meet
333
00:23:36.480 --> 00:23:40.119
up is an hour, we actually
feel they're not paying attention the whole time,
334
00:23:40.200 --> 00:23:42.599
so we're actually leaving thirty points.
But if they speaking, got a
335
00:23:42.680 --> 00:23:47.559
meet up, they prepare for it, we really build a much stronger relationship
336
00:23:47.599 --> 00:23:48.960
with them. So we actually give
them more than six to give them nineteen
337
00:23:48.960 --> 00:23:52.799
points in they're speaking. So it's
not exactly the minutes, but the minutes
338
00:23:52.880 --> 00:23:56.359
kind of like help us think and
give us direction. And then and you
339
00:23:56.400 --> 00:24:00.640
know, if they open an SCR
for an email from an SDR are they
340
00:24:00.640 --> 00:24:03.480
get more than like the one minute
it takes to open the email, because
341
00:24:03.480 --> 00:24:06.559
they actually open an email and ready
if they reply. They get even more
342
00:24:06.599 --> 00:24:11.440
if they read the newsletter. So
everything gets points. So then when we
343
00:24:11.759 --> 00:24:17.440
want an opportunity gets generated and it
reaches stage to we actually want to measure
344
00:24:17.480 --> 00:24:22.839
this by opportunities that are actually well
established, we actually at that point,
345
00:24:22.079 --> 00:24:27.720
look at all the touches in the
past year and then we apply time decay.
346
00:24:29.200 --> 00:24:32.880
We so, let's say if you
attended a meet up a month ago,
347
00:24:33.000 --> 00:24:34.000
you get all the four points,
but if you tend to the meet
348
00:24:34.039 --> 00:24:37.200
up eleven months ago, you get
on your percentage of the points you would
349
00:24:37.240 --> 00:24:41.839
get. We add all the points
together. We divide, you know,
350
00:24:41.000 --> 00:24:47.200
the pipeline, my money, by
the points. Every points get some dollars,
351
00:24:47.319 --> 00:24:51.039
and then we added for everything.
So every single thing that helped build
352
00:24:51.039 --> 00:24:55.279
the pipeline gets a little portion of
the pipeline. And then when we think
353
00:24:55.319 --> 00:25:00.119
about marketing activities, we add everything
in a system that we cate ourselve.
354
00:25:00.359 --> 00:25:03.000
All the money that the newsletter gets
from a vy deal we added together and
355
00:25:03.000 --> 00:25:07.519
that's how much we call it weighted
pipeline the newsletter generated. And then we
356
00:25:07.599 --> 00:25:11.720
have that for every single thing that
marketing dies because track everything. We know
357
00:25:11.839 --> 00:25:18.519
all the ads, every single email
that was open, every newsletter. We
358
00:25:18.559 --> 00:25:22.319
even like I actually track my own
touches. I consider myself an evangelist,
359
00:25:22.359 --> 00:25:25.920
so when someone replies to one of
my emails, there's a campaign called mother
360
00:25:26.079 --> 00:25:30.519
touches, so I get my own
dollars. So everything gets trap and then
361
00:25:30.559 --> 00:25:36.480
we compare and we're like wow,
look, the blogs actually do way better
362
00:25:36.519 --> 00:25:41.880
than, like the gated papers that
we did like as the more blogs,
363
00:25:41.440 --> 00:25:44.960
or maybe the way we see you
flushed out, maybe the way we did
364
00:25:44.960 --> 00:25:47.400
get the papers in the work all. Let's try again. So in many
365
00:25:47.440 --> 00:25:49.359
cases we don't like stop doing something, but we know he's not working the
366
00:25:49.359 --> 00:25:52.599
way this right now, so we
restinking and the things that the well,
367
00:25:52.680 --> 00:25:56.880
we just do a lot more of
it. And it also allows us to
368
00:25:56.960 --> 00:26:00.519
really know exactly how much pipeline we
think is going to come from marketing.
369
00:26:00.519 --> 00:26:03.920
Where is the arts? You can
even compare how I see ars do against
370
00:26:03.960 --> 00:26:07.200
each other. Look, this person
generated this much weight to pipeline. I
371
00:26:07.279 --> 00:26:10.640
mean their main goal is meetings,
but this is something that we track and
372
00:26:10.720 --> 00:26:12.359
look out at the higher level as
well. Okay, I want you to
373
00:26:12.400 --> 00:26:17.319
go into a little bit more detail
when you got to to time decay and
374
00:26:17.359 --> 00:26:21.119
then divided dollars, because I think
for someone hearing this for the first time
375
00:26:21.160 --> 00:26:23.200
it's like it's a lot taking because
I understand all the point structure, but
376
00:26:23.200 --> 00:26:26.880
I would just say personally, that's
where I would go. It makes sense
377
00:26:26.920 --> 00:26:30.640
that you would take that into account, but I want to hear you explain
378
00:26:30.680 --> 00:26:33.160
that one more time and I think
our listeners would love that too. So
379
00:26:33.200 --> 00:26:36.880
explain time decay and then how you
start to bring in the dollars. Yeah,
380
00:26:36.880 --> 00:26:40.880
so I imagine. Let's give an
example. Let's say, let's give
381
00:26:40.960 --> 00:26:44.920
a very basic example. Let's say
something, someone something. Someone did only
382
00:26:44.960 --> 00:26:52.759
three things. Let's say one of
those things was they read the newsletter.
383
00:26:52.799 --> 00:26:56.759
That was five points, they spoke
at the meet up. That was let's
384
00:26:56.759 --> 00:27:03.599
say seventy five points, and they
also attended a meeting. That was twenty
385
00:27:03.599 --> 00:27:07.519
points. So let's say it's a
hundred points and they get an opportunity for
386
00:27:07.559 --> 00:27:10.720
a hundred dollars. So if you
take the hundred for you, let's say
387
00:27:10.720 --> 00:27:12.319
we didn't apply to time the care
at all and all of them happened the
388
00:27:12.319 --> 00:27:18.559
past month. You take the hundred
dollars. You divided by a hundred points
389
00:27:18.559 --> 00:27:22.599
if you add all of them together. So each of them get some dollars.
390
00:27:22.680 --> 00:27:26.680
You know the meeting the AI did
for twenty minutes. Guess Twenty dollars.
391
00:27:26.559 --> 00:27:33.079
The meetups get seventy five and the
the newsletter gets five dollars. If
392
00:27:33.079 --> 00:27:37.200
there was a time decay, the
points would be different. So let's say
393
00:27:37.720 --> 00:27:41.240
if the meeting was a year ago, maybe they would only get ten points
394
00:27:41.240 --> 00:27:45.200
instead of twenty. So when you
divide, you wouldn't be divided by a
395
00:27:45.279 --> 00:27:48.559
hundred points, but it would be
divided by ninety points. Totals everything.
396
00:27:48.559 --> 00:27:52.200
Everyone we get different amounts of dollars. So now when you go and it's
397
00:27:52.240 --> 00:27:56.759
a let's say that one opportunity got
the news letter five dollars and they got
398
00:27:56.799 --> 00:28:02.039
another three dollars for not opportunity.
So when we look at like how much
399
00:28:02.079 --> 00:28:07.319
the newsletter creates in pipeline, we
add all those dollars together and I think
400
00:28:07.359 --> 00:28:10.720
this is different than the way other
companies do it, which they only look
401
00:28:10.759 --> 00:28:14.440
at like influence and how much is
marketing influenced. They're like, oh myke
402
00:28:14.480 --> 00:28:17.160
thing in place, this is the
this opportunity, this opportunity, but they
403
00:28:17.160 --> 00:28:22.720
don't really know about how much of
those opportunities it did. It definitely okay.
404
00:28:22.759 --> 00:28:26.960
I would say this. I would
take the last two and a half
405
00:28:26.960 --> 00:28:29.640
minutes of what you just explained.
I'd listen to it like three times in
406
00:28:29.640 --> 00:28:32.039
a row if I was a listener. That we just do that, because
407
00:28:32.200 --> 00:28:34.039
here's the truth, it all makes
sense and, like you, even having
408
00:28:34.079 --> 00:28:37.039
you walkter an example, I think
it's beneficial. Let me ask you,
409
00:28:37.319 --> 00:28:41.079
putting myself in the mind of someone
listening to this right now, here's where
410
00:28:41.119 --> 00:28:45.480
I automatically go. Mada, first
would be, how are you actually tracking
411
00:28:45.519 --> 00:28:48.759
this? Like where? What did
you build out in order to make sure
412
00:28:48.839 --> 00:28:52.200
you were tracking all this? We
use the man base for all the tracking
413
00:28:52.319 --> 00:28:56.640
and for the point to and to
assign the points. How long did it
414
00:28:56.640 --> 00:28:59.759
take you to figure out and assign
all the points, like, Oh man,
415
00:28:59.799 --> 00:29:02.480
we have this touch point, this
touch point, because you're going not
416
00:29:02.519 --> 00:29:06.960
just marketing touch it took us some
time because, yeah, because when you
417
00:29:07.000 --> 00:29:11.400
split the Pie depending on how many
points you assign, it does lead to
418
00:29:11.440 --> 00:29:15.799
some departments getting like if we decide
that an intro from PD is a hundred
419
00:29:15.880 --> 00:29:19.039
points, they get a lot more
money than if it's fifty points right.
420
00:29:19.119 --> 00:29:22.960
Yeah, so we actually had to
sit down in a room with the sales,
421
00:29:23.119 --> 00:29:27.039
business development ACR and marketing leadership.
That was one of my questions.
422
00:29:27.039 --> 00:29:30.039
I don't the points together. We
can. It wasn't like decided just by
423
00:29:30.079 --> 00:29:33.839
marketing and they push back on some
things and we push back on them on
424
00:29:33.960 --> 00:29:37.400
somethings and it was very much like
a haggling meeting. We haggle, the
425
00:29:37.559 --> 00:29:41.200
haggle and then we also the other
thing that's really important is that this is
426
00:29:41.240 --> 00:29:47.079
not the perfect system. So much
depends on the points and it's the points
427
00:29:47.119 --> 00:29:51.519
are not perfect, so we don't
actually give goals to people based on the
428
00:29:51.559 --> 00:29:56.519
system. This is the system that
helps us understand, compare similar things against
429
00:29:56.559 --> 00:30:02.279
each other and predict how much pipe
time we're going to get from different departments.
430
00:30:02.279 --> 00:30:04.319
Because even if you, let's say
in general we gave marketing less points
431
00:30:04.319 --> 00:30:08.119
that they should have, when we
do when we come up with what we
432
00:30:08.160 --> 00:30:11.839
think marketing should be next quarter,
we look at last quarter and there was
433
00:30:11.880 --> 00:30:15.839
the same point system. So it
just helps us with prediction and planning,
434
00:30:15.880 --> 00:30:18.839
even though it's not probably perfect,
and I think it's hard for any company
435
00:30:18.880 --> 00:30:22.839
to do this in a perfect way. It took it didn't take that along
436
00:30:22.880 --> 00:30:26.920
and took maybe like a month of
back and forth and all of that,
437
00:30:26.279 --> 00:30:30.119
and then I and then we build. We use the data from the band
438
00:30:30.119 --> 00:30:33.119
based on other places, and we
build something in data studio that actually allows
439
00:30:33.160 --> 00:30:37.279
every person on the marketing and other
teams to go and look and compare their
440
00:30:37.319 --> 00:30:42.079
own things and see how much you
know, like I did three webinars this
441
00:30:42.119 --> 00:30:47.720
month, how much pipeline each of
them generated, how to etc. So
442
00:30:47.759 --> 00:30:51.240
if you won't get to their own
reporting on their campaigns, the unifies a
443
00:30:51.240 --> 00:30:55.920
lot of things, even the process
of getting to scores. I could see
444
00:30:55.920 --> 00:31:00.079
the back and forth being really beneficial. I love that you clarified how you
445
00:31:00.200 --> 00:31:03.680
think about it on the back end, that it's that is very important,
446
00:31:03.680 --> 00:31:07.240
that it doesn't just drive all your
decisionmaking. But it is a non nonce
447
00:31:07.319 --> 00:31:11.160
point, it's a reference point and
it's very dangerous if we are to create
448
00:31:11.680 --> 00:31:15.680
goals for teams. All our teams
have a go cut of goals so around
449
00:31:15.720 --> 00:31:21.319
this, but we also have other
goals like leads and s qls and meeting
450
00:31:21.359 --> 00:31:26.200
more traditional ones, more traditional ones, because in this model, if I
451
00:31:26.240 --> 00:31:30.240
increase my number, you could take
away from someone else's number and we don't
452
00:31:30.240 --> 00:31:33.880
want anyone to be at odds,
so that no one has any variable comp
453
00:31:33.920 --> 00:31:37.480
a branch tied to this. I
think it's very important to not do that
454
00:31:37.640 --> 00:31:41.839
with a model like this. Okay, and highlight for me one more time,
455
00:31:41.880 --> 00:31:45.240
because you what big part of this
was. You were seeing duplicates,
456
00:31:45.359 --> 00:31:51.480
right. So how does this take
away from double counting? Because, like,
457
00:31:51.599 --> 00:31:56.640
let's say, an str created an
opportunity, but marketing tish opportunity.
458
00:31:56.720 --> 00:32:00.200
The SDRNN only get a part of
that opportunity, money and marketing will get
459
00:32:00.240 --> 00:32:05.200
the other part because everything gets added
together, all the touches get out together.
460
00:32:05.240 --> 00:32:08.559
There's no way the pie gets broken
down through all the different apartments and
461
00:32:08.559 --> 00:32:13.640
all the different campaigns and people.
So there's no way to double counting the
462
00:32:13.680 --> 00:32:16.119
system. You're getting a piece of
the Pie that you contributed to. Yeah,
463
00:32:16.119 --> 00:32:20.319
we have monthly meetings where we go
and we look through the pipe and
464
00:32:20.400 --> 00:32:22.160
how much each team did. Then
we could drill down and we have someone
465
00:32:22.200 --> 00:32:24.240
now. It used to be on
the marketing, but then he moved into
466
00:32:24.279 --> 00:32:28.960
rap ups and they own it now
and they look at everything and come up
467
00:32:29.000 --> 00:32:31.440
with insights and we use it for
ourselves when we look at the campaigns,
468
00:32:31.440 --> 00:32:36.200
but we also look at the whole
system as a company. So primarily revops
469
00:32:36.240 --> 00:32:37.519
is the one looking at it and
you guys just kind of can if you
470
00:32:37.559 --> 00:32:40.279
want to. Or what? Is
there any cadence to reviewing it? The
471
00:32:40.480 --> 00:32:45.319
wrap ups looks at it or every
month and helps plan and you know,
472
00:32:45.400 --> 00:32:51.640
like, let's say we see less
pipeline in let's say Mia. Why is
473
00:32:51.720 --> 00:32:53.720
that? where? Why is it
lower? Is it a certain department?
474
00:32:53.759 --> 00:32:58.160
It is a certain person. So
they do the very high level looking at
475
00:32:58.240 --> 00:33:00.200
it and we look at it as
a go to Mike leadership team once a
476
00:33:00.240 --> 00:33:06.440
month, but then we also look
at that specifically by department. So we
477
00:33:06.519 --> 00:33:08.160
use it a lot on the marketing
side, but we use we use it
478
00:33:08.200 --> 00:33:14.319
mostly to loo cut how marketing campaigns
compas compare against each other. We don't
479
00:33:14.359 --> 00:33:16.160
look at like everything else, and
then once a month we look at everything
480
00:33:16.200 --> 00:33:20.680
together. WHO. Okay, that's
a lot, but it's so good.
481
00:33:21.519 --> 00:33:25.640
So I really appreciate you going into
detail on that. We had three pillars
482
00:33:25.720 --> 00:33:30.720
right. It was education, relationships
and then extreme measurement. Measurements always matter
483
00:33:30.799 --> 00:33:37.000
to you. Clearly this system is
something that's been developed with with extreme care
484
00:33:37.039 --> 00:33:39.960
and is really beneficial to you.
Do you think anyone can do this right?
485
00:33:40.000 --> 00:33:43.680
Anyone could create a scoring system like
this? Yes, anyone can do
486
00:33:43.720 --> 00:33:46.079
it, and it really starts with
just the first thing would be getting a
487
00:33:46.079 --> 00:33:51.400
list of every potential touch point and
starting to assign scores. Yeah, exactly.
488
00:33:51.880 --> 00:33:53.839
And then come back and listen to
this podcast and using something to track
489
00:33:53.880 --> 00:33:57.799
your touches. You could be visible, could be demand based. We whatever
490
00:33:57.880 --> 00:34:00.000
you use to track your your touches. I think that's also important. You
491
00:34:00.079 --> 00:34:04.640
need something you can really build.
That their cell. So you have to
492
00:34:04.640 --> 00:34:08.599
make sure all your attaches are we
use like a comple or partner that you
493
00:34:08.639 --> 00:34:13.039
know. disclaimer. I invested in
it was started by a branch employee,
494
00:34:13.079 --> 00:34:15.599
but that's how we track bd touches
and how, you know, be these
495
00:34:15.679 --> 00:34:20.320
making intros. So you to make
sure that everything is kind of like your
496
00:34:20.360 --> 00:34:24.119
touches are tracked and we use outreach
track as the art touches. You need
497
00:34:24.159 --> 00:34:28.039
to make sure everything's tracked and all
your touches are there and you bring them
498
00:34:28.079 --> 00:34:30.639
together into a system santastic sick.
Well, Mada, thank you so much
499
00:34:30.719 --> 00:34:34.599
for taking time stopping by be tob
growth. I know there's going to be
500
00:34:34.639 --> 00:34:37.480
people that are going to want to
connect with you or stairs just continue to
501
00:34:37.480 --> 00:34:39.480
follow your work. What's the the
best place for people to do that?
502
00:34:39.679 --> 00:34:44.480
Linkedin. I'm like, I use
it a lot. I update things and
503
00:34:45.199 --> 00:34:49.960
yeah, find me. Mad I
say, get that one linkedin and add
504
00:34:50.000 --> 00:34:54.679
me or follow me. Wonderful.
I know we're trying to have conversations like
505
00:34:54.679 --> 00:34:58.480
this all the time on be to
be growth. I love how we dove
506
00:34:58.559 --> 00:35:00.800
deep today on extreme measuremment. Think
that's going to be really beneficial for our
507
00:35:00.840 --> 00:35:05.400
audience. If you aren't subscribed to
the show yet, go ahead and do
508
00:35:05.440 --> 00:35:08.880
that on whatever your favorite podcast platform
is, and we would really appreciate it.
509
00:35:08.880 --> 00:35:13.360
You can connect with me on Linkedin. Just Search Benjie Block. Talking
510
00:35:13.360 --> 00:35:15.599
about marketing, business in life all
the time over there. Very active,
511
00:35:15.679 --> 00:35:20.039
just like Mada is Mada. Thank
you for being here. Thank you so
512
00:35:20.119 --> 00:35:35.000
much, Benjie. Love that this
well, if you enjoyed a day show,
513
00:35:35.119 --> 00:35:37.760
hit subscribe for more marketing goodness,
and if you really enjoyed the day
514
00:35:37.840 --> 00:35:42.559
show, take a second to rate
and review the podcast on the platform you're
515
00:35:42.599 --> 00:35:45.880
listening to it on right now.
If you really really enjoyed this episode,
516
00:35:45.880 --> 00:35:50.079
share the love by texting you to
a friend who would find it insightful.
517
00:35:50.119 --> 00:36:00.239
Thanks for listening and thanks for sharing
our