Increase Your TAM and Warm a New Market, with Will Lyon

WEBVTT 1 00:00:08.160 --> 00:00:13.320 Conversations from the front lines of marketing. This is be to be growth. 2 00:00:17.280 --> 00:00:22.239 Today I am joined by Will Lyon. He's the senior manager a strategic marketing 3 00:00:22.280 --> 00:00:25.839 and industry solutions at six cents. Glad to have them on the show. 4 00:00:25.879 --> 00:00:30.480 Will welcome in. Hey, Benjy, really excited to beer. Yeah, 5 00:00:30.480 --> 00:00:35.039 it's fun to have you here and I know our audience knows sixth sense well. 6 00:00:35.079 --> 00:00:41.640 You come up in conversations and because we talked to so many tech companies 7 00:00:41.640 --> 00:00:46.039 and tech cells to tech you man. It's just gonna be fun to have 8 00:00:46.119 --> 00:00:51.719 this chat with you and really what we got into talking about offline was the 9 00:00:51.719 --> 00:00:55.880 fact that you've been helping branch six sens out and start to try to rock 10 00:00:55.920 --> 00:00:59.920 it in some other markets. So tell me a bit for you, will 11 00:01:00.000 --> 00:01:03.599 what you've been focused on in your role at six months. Yeah, absolutely. 12 00:01:03.640 --> 00:01:08.599 So my my role and my team is an absolute mouthful and what we 13 00:01:08.719 --> 00:01:14.079 focus on it is kind of go to market growth and non our industry. 14 00:01:14.079 --> 00:01:19.760 So anything that's kind of outside of high tech is our team's focus. So 15 00:01:19.920 --> 00:01:25.439 think kind of more lacquered industries like manufacturing and healthcare financial services, as well 16 00:01:25.480 --> 00:01:30.680 as even kind of new geographies that we don't necessarily have employees and like Agia 17 00:01:30.680 --> 00:01:34.840 Pacific. So that's kind of everything that falls under kind of our team's per 18 00:01:34.920 --> 00:01:41.359 view and it's a pretty applicable topic for to have like a team around this, 19 00:01:41.519 --> 00:01:45.560 and that's kind of why our team is kind of formed that its inception 20 00:01:45.640 --> 00:01:49.680 is to have kind of a go to market team that that's not necessarily driving. 21 00:01:49.680 --> 00:01:53.319 Were kind of the the rocket ship is headed and can constantly kind of 22 00:01:53.519 --> 00:02:00.000 surveying the field of new opportunities as they kind of arise. Yep, so 23 00:02:00.200 --> 00:02:04.799 as you've sought to increase the total addressable market, what do you think some 24 00:02:04.799 --> 00:02:07.599 of then you were like largest learning? What's the thing that maybe through a 25 00:02:07.639 --> 00:02:12.000 curveball at you initially that you're just like now aware of? Like, I'm 26 00:02:12.039 --> 00:02:16.840 sure there's been a lot of lessons learned through this process. Totally. I 27 00:02:16.840 --> 00:02:23.800 think that kind of not fighting off more than you can chew it is probably 28 00:02:23.039 --> 00:02:29.000 the biggest learning and and there's probably a time and place for through every company 29 00:02:29.039 --> 00:02:34.520 to look at how they can be expanding their their total addressable market, their 30 00:02:34.599 --> 00:02:39.000 audience and those new opportunities will exist for everything, whether that's kind of a 31 00:02:39.039 --> 00:02:43.639 new product you launch, an industry launch, which is kind of primarily we're 32 00:02:43.879 --> 00:02:49.439 focused on a geography or even like a new way to kind of market to 33 00:02:49.479 --> 00:02:53.719 a current audience. So I'd say like those kind of tidbits exist kind of 34 00:02:53.960 --> 00:02:58.080 any and everywhere, no matter kind of what company. It's easy to fight 35 00:02:58.159 --> 00:03:02.520 off a huge chunk and try to after entire segment, entire audience, and 36 00:03:02.719 --> 00:03:09.039 kind of rationalizing those kind of baby steps that call a walt run to actually 37 00:03:09.120 --> 00:03:15.639 kind of achieve success is really key, so that you kind of got overstep 38 00:03:15.639 --> 00:03:20.680 your bounds and can actually achieve something that's measurable and comes out as successful in 39 00:03:20.680 --> 00:03:25.680 man totally. So let's talk about your move into manufacturing specifically, and as 40 00:03:25.719 --> 00:03:30.759 you kind of sought to make that move, I would say the traditional step 41 00:03:30.879 --> 00:03:34.400 might be to bring in a consulting firm. Right, you are right. 42 00:03:34.439 --> 00:03:36.919 We have all this white space, we need a guide, we need a 43 00:03:36.960 --> 00:03:40.319 consultant. Not a bad thought, but actually you think this is kind of 44 00:03:40.360 --> 00:03:44.919 like the old way of thinking. Now tell me a little bit about what 45 00:03:44.960 --> 00:03:47.120 you would identify before we go to the new. Any of that. Like 46 00:03:47.199 --> 00:03:53.199 let's talk about what you believe the old way was. When you're moving into 47 00:03:53.199 --> 00:03:57.840 this white space, sure, and I'll preface this with six sense has some 48 00:03:57.919 --> 00:04:03.080 amazing kind of consulting partners that help you tactically kind of scale up your strategy 49 00:04:03.280 --> 00:04:08.960 and in consulting firms are needed in a lot of scenarios, whether it's kind 50 00:04:08.960 --> 00:04:12.319 of coming up with your marketing mix, your creative strategy, kind of whatever 51 00:04:12.360 --> 00:04:15.680 that that may be. In sixth sense has a ton of those partners in 52 00:04:15.719 --> 00:04:19.480 our network that have help our customers kind of leverage six sense to the best 53 00:04:19.519 --> 00:04:24.399 of their abilities. But kind of previously, kind of strategically, I think 54 00:04:24.439 --> 00:04:30.000 there's a new way that expanding into a new market, expand to new indust 55 00:04:30.040 --> 00:04:32.959 for you're expending your kind of product offering, can be done leveraging data, 56 00:04:33.040 --> 00:04:39.120 and that's exactly how kind of we have used sixth sense to do this previously. 57 00:04:39.639 --> 00:04:44.519 You'll kind of you could outsource this to a consulting company. They'll come 58 00:04:44.560 --> 00:04:47.800 in, they'll do some discovery, he'll give you a bunch of recommendations, 59 00:04:47.839 --> 00:04:51.560 but kind of the missing link there, that that that I've seen kind of 60 00:04:51.600 --> 00:04:56.920 firsthand, coming from a consulting company before this, is that live data is 61 00:04:56.959 --> 00:05:02.480 often missing. It's a lot of qualitative information that they're just going out and 62 00:05:02.519 --> 00:05:08.120 giving recommendations, but a huge part of that is that living, breathing data, 63 00:05:08.199 --> 00:05:12.759 that that's kind of hitting your eyes, computer eaching every day from customers, 64 00:05:12.759 --> 00:05:15.680 from prospects in the form of customer data, opportunity to website data, 65 00:05:15.759 --> 00:05:19.879 emails, you name it. There's evidence sources that just kind of is not 66 00:05:19.920 --> 00:05:26.040 even in that mix and into that kind of strategic recommendation. Yeah, I 67 00:05:26.160 --> 00:05:29.800 mean the the real time updates, right, because our world is moving so 68 00:05:29.959 --> 00:05:32.920 fast and the way you can pivot messaging, the way you can pivot how 69 00:05:32.920 --> 00:05:38.480 you do marketing if you're getting those real time insights is so important. I 70 00:05:38.519 --> 00:05:41.519 wonder, like you kind of touched on it there, but maybe drilled down 71 00:05:41.560 --> 00:05:45.399 a bit more. What would you say when you're going all right, like 72 00:05:45.399 --> 00:05:49.800 where is data ultimately just beneficial, and then also where is the third party 73 00:05:49.879 --> 00:05:55.000 bringing in that more beneficial? Like could you compare and contrast those a little 74 00:05:55.040 --> 00:05:59.279 bit more for us? Totally. Yeah, so I think in this is 75 00:05:59.319 --> 00:06:02.240 kind of like the up one of how we attacked kind of entering a new 76 00:06:02.279 --> 00:06:06.040 industry in this in this case manufacturing, is is kind of looking at all 77 00:06:06.040 --> 00:06:11.240 the data around you, and so six sense was great because it compiled all 78 00:06:11.279 --> 00:06:14.720 that first, second third party data for us into a single layer. But 79 00:06:14.800 --> 00:06:16.759 you don't necessarily, depending on kind of where you are and your journey. 80 00:06:16.759 --> 00:06:20.199 It helps to scale and it helps for ease. But even if you didn't 81 00:06:20.279 --> 00:06:25.720 have a revenue platform and accompany's marking platform like six cons, you can still 82 00:06:25.800 --> 00:06:30.399 kind of subs out of like a strategy on how to attack this via these 83 00:06:30.439 --> 00:06:34.160 like digital footprints. We call them almost like revenue moments there. They're kind 84 00:06:34.160 --> 00:06:39.759 of little things that the companies leave behind for you to pick up and come 85 00:06:39.839 --> 00:06:43.759 up with a thesis. So these things can exist for a company that doesn't 86 00:06:43.759 --> 00:06:47.160 have a technology platform that wants to try to kind of introduce strategy like an 87 00:06:47.160 --> 00:06:53.279 opportunity data. So going into your crm and looking at win loss records, 88 00:06:53.319 --> 00:06:57.720 like kind of what are key thematic events within those that could indicate that maybe 89 00:06:57.720 --> 00:07:02.120 a new industry and new geography, a new product offering two week existing audience 90 00:07:02.240 --> 00:07:06.040 could be a good play. So that's that's looking at kind of customer data. 91 00:07:06.120 --> 00:07:10.439 You could also kind of dive deeper there and look at contact data. 92 00:07:10.480 --> 00:07:14.240 So what type of personas and these are all things that we did to just 93 00:07:14.319 --> 00:07:17.079 kind of within six sense contact data, like are you targeting kind of the 94 00:07:17.120 --> 00:07:21.279 right personas within these opportunities, within these kind of audience layers that you're spitting 95 00:07:21.279 --> 00:07:27.360 out? There might be a new we we uncovered kind of new audiences and 96 00:07:27.399 --> 00:07:30.079 personas that we wanted to add to the next to kind of infiltrate that in 97 00:07:30.160 --> 00:07:33.560 multi threatning. To that that by and committee a little bit more. You 98 00:07:33.560 --> 00:07:36.879 could look at website data, emails, like all, there's a bunch of 99 00:07:36.959 --> 00:07:41.560 data sources that exist for you and I, no matter if we have a 100 00:07:41.560 --> 00:07:46.800 technology platform or not that captures this that technology platform. I think a key 101 00:07:46.839 --> 00:07:49.639 aspect is that third party layer, which is tough to capture. So those 102 00:07:49.680 --> 00:07:53.879 are all things that you and I could do without a success, without a 103 00:07:53.920 --> 00:07:58.800 Cowpas market platform. But that third party layers really powerful as well and it 104 00:07:58.839 --> 00:08:03.879 was really critical for influencing our strategy to see to d anonymize kind of WHO's 105 00:08:03.879 --> 00:08:07.920 sitting our website based on kind of our audience thesis and who we wanted to 106 00:08:07.000 --> 00:08:11.040 attack, then also see what they were searching for. So that comes in 107 00:08:11.079 --> 00:08:16.319 the form of that third party data. Think keywords on the wider web and 108 00:08:16.480 --> 00:08:20.319 of all of our trade, trade publication partnerships, what they're googling. We 109 00:08:20.399 --> 00:08:26.319 have hundreds of kind of custom keywords, we have hundreds of generic keywords that 110 00:08:26.360 --> 00:08:28.839 we're tracking at an overall level. Then if you think about kind of this 111 00:08:28.879 --> 00:08:33.279 audience thesis manufacturing, what do they care about compared to kind of that core 112 00:08:33.320 --> 00:08:37.240 ideal customer profile? How should we kind of frame up this kind of thesis 113 00:08:37.240 --> 00:08:41.480 differently compared to Howard attack in overall market, and that I think that third 114 00:08:41.519 --> 00:08:46.799 party did. It is probably the biggest missing link when it comes to kind 115 00:08:46.840 --> 00:08:50.200 of coming up with this thesis. Where then, the thesis is kind of 116 00:08:50.320 --> 00:08:54.240 jumping off point to start to kind of test it or and that that step 117 00:08:54.360 --> 00:08:58.639 one. Right. Yeah, that's a good, good breakdown. Right there. 118 00:08:58.720 --> 00:09:01.320 You kind of LID right into where I want to go for a second, 119 00:09:01.399 --> 00:09:05.879 which is how you begin to actually warm the market, because once you 120 00:09:05.960 --> 00:09:07.799 have the data, that's one side of it. Then you got to go, 121 00:09:07.879 --> 00:09:11.039 okay, this is what we read into this and this is what we 122 00:09:11.120 --> 00:09:15.240 create to begin to warm the market. Talk a little bit about that. 123 00:09:15.279 --> 00:09:18.639 And then how you started to iterate to find residents and what was working. 124 00:09:20.039 --> 00:09:26.120 Totally. Yeah, so for six sense we had a good amount of manufacturing 125 00:09:26.120 --> 00:09:31.000 customers are ready so enough to know that this investment was warranted. We just 126 00:09:31.080 --> 00:09:35.039 kind of wanted to widen up that that audience layer. There's almost a half 127 00:09:35.039 --> 00:09:39.240 a million kind of manufacturing companies within just the United States alone. So that's 128 00:09:39.279 --> 00:09:43.600 a huge audience. So we needed to kind of filter down this audience to 129 00:09:43.679 --> 00:09:48.639 even get to kind of talking about the channel plays that that matter. So 130 00:09:48.919 --> 00:09:54.840 we determine kind of this audience. We filtered down using again our own technology, 131 00:09:54.960 --> 00:10:01.039 on things like technology, like technographics, technology that cooperates well with six 132 00:10:01.080 --> 00:10:03.720 sense. We integrate with a wide variety of CRM's, a wide variety of 133 00:10:03.759 --> 00:10:09.200 maps. Manufacturing by and large, it's a digital laggered. So having that 134 00:10:09.240 --> 00:10:11.799 step up said, both our marketing team and our sales team upward success in 135 00:10:11.840 --> 00:10:16.679 the long run by filtering down these five hundred thousand manufacturers into a more bite 136 00:10:16.720 --> 00:10:20.759 size list, at least for This v one that we knew they a little 137 00:10:20.799 --> 00:10:26.279 bit like farther along their technology journey, their digitization journey, so we could 138 00:10:26.320 --> 00:10:30.639 sell them a little bit easier. They'd be more receptive tout of the messaging 139 00:10:30.679 --> 00:10:33.919 that we would test. We then kind of figured out. So we create 140 00:10:33.960 --> 00:10:39.399 that audience, figure out those roles again through kind of opportunity data discovery, 141 00:10:39.399 --> 00:10:41.600 interviews with sales reps, with our CSMS, to figure out kind of the 142 00:10:41.679 --> 00:10:45.320 roles that matter, and then we kind of looked at the channel play. 143 00:10:45.399 --> 00:10:48.879 So that's, I think, where we wanted to go here and for us 144 00:10:48.919 --> 00:10:54.159 we took a pretty lightweight to approach at first and kind of low cost investment 145 00:10:54.240 --> 00:10:58.159 using display auts. I think that's a great way to kind of Gage, 146 00:10:58.720 --> 00:11:05.559 gage a new audience sit without spending too much money. In that onset, 147 00:11:05.840 --> 00:11:11.120 you can benchmark kind of your display ads versus how they're performing. That's kind 148 00:11:11.120 --> 00:11:13.720 of that core audience, to see if it's if it's hitting kind of on 149 00:11:13.919 --> 00:11:18.440 part, if it's blowing out of the water or if it's drastically kind of 150 00:11:18.440 --> 00:11:20.200 missing the mark, and you can do that in a super reasonable fashion. 151 00:11:20.240 --> 00:11:24.639 That's kind of exactly what we did and we saw that the audience which relates 152 00:11:24.799 --> 00:11:28.840 receptive. We're engaging them, we're reaching them, and then you can later 153 00:11:28.919 --> 00:11:35.600 on kind of more kind of more costly kind of channels like a Webin are 154 00:11:35.720 --> 00:11:39.399 like Linkedin, ads in and also some of these kind of other channels that 155 00:11:39.440 --> 00:11:43.039 we can eventually get to our more time intensive. Like your team is only 156 00:11:43.080 --> 00:11:48.159 so big. For me it is myself and like arms and legs of kind 157 00:11:48.159 --> 00:11:50.759 of the rest of the marketing team. So you got to be strategic and 158 00:11:50.840 --> 00:11:54.879 kind of what you're spending your time on. Like it can take hours, 159 00:11:54.000 --> 00:11:58.720 hours, days and day to spend up a Webinar and if the audience isn't 160 00:11:58.759 --> 00:12:01.159 receptive engage, you can't reach them. Like what's the point? At what 161 00:12:01.240 --> 00:12:05.159 point did you jump into something like a Webinar? I'd love to know that. 162 00:12:05.240 --> 00:12:07.960 Just bunny trail in here for a second. Yeah, yeah, yeah, 163 00:12:09.000 --> 00:12:11.679 so we started kind of our journey with lead, with ads. So 164 00:12:11.799 --> 00:12:18.720 display we a be tested I think three or four different versions of display that 165 00:12:18.759 --> 00:12:22.799 influence kind of our messaging for Linkedin, which again is a higher spend more 166 00:12:22.919 --> 00:12:26.679 targeted form. So again we're kind of maximizing or spend to this new industry 167 00:12:26.720 --> 00:12:30.720 for Linkedin. That's kind of warming the market. We're starting to reach, 168 00:12:30.759 --> 00:12:35.320 we're starting to engage. Then we started to do some kind of nurture, 169 00:12:35.440 --> 00:12:37.919 so starting to educate, taking their interests. We knew that they, this 170 00:12:37.960 --> 00:12:43.120 new kind of audience, was aware of six sense or the concept of what 171 00:12:43.159 --> 00:12:46.519 we do. This revenue technology, Account Base Marketing and we started to activate 172 00:12:46.600 --> 00:12:52.799 channels like bed our nurtures, peer to peer nurtures, things that started to 173 00:12:52.960 --> 00:13:00.360 educate them further keep their interest. And then lastly, and again that's relatively 174 00:13:00.399 --> 00:13:05.279 low lift in terms of time, you can reach a large audience and then, 175 00:13:05.360 --> 00:13:07.480 once you kind of can collect all that data, again, we were 176 00:13:07.559 --> 00:13:11.080 viewing all this lie within six sense and kind of the journey at this segment 177 00:13:11.159 --> 00:13:16.759 kind of as if progressed from from reach to eventually close one. Then we 178 00:13:16.759 --> 00:13:20.000 can layer in kind of those more time intensive things like a Webinarre. So 179 00:13:20.279 --> 00:13:24.759 that kind of occurred more at the end. We were informed on kind of 180 00:13:24.799 --> 00:13:28.919 what they were engaging with, what kind of emails they're open and what could 181 00:13:28.919 --> 00:13:33.120 have add. He resoning at weren't resonating, and then that can inform and 182 00:13:33.240 --> 00:13:37.559 of our talk, track the WHO, the one and the time and of 183 00:13:37.679 --> 00:13:41.039 kind of that more time intensive Webin are and it proved pretty successful overall. 184 00:13:41.080 --> 00:13:43.480 I love that and I always tell people to like, once you're at the 185 00:13:43.519 --> 00:13:48.799 point where your past like display at some of those initial low bar things, 186 00:13:48.879 --> 00:13:50.759 if you're going to take the time to put on a Webinar just this is 187 00:13:50.799 --> 00:13:56.639 my content marketing brain that like make that that content something that then can live 188 00:13:56.720 --> 00:14:01.960 on and maybe you then use the video as targeted add when linkedin. Like 189 00:14:01.039 --> 00:14:05.039 there's so much that can come on at a point where you're ready for more 190 00:14:05.080 --> 00:14:07.480 buying, and a lot of us are thinking that way already. But for 191 00:14:07.559 --> 00:14:11.240 those that may not live in content marketing world, what a great way, 192 00:14:11.240 --> 00:14:15.600 once you have that amount of time and you're ready for a bigger ask, 193 00:14:15.720 --> 00:14:18.080 like use that to its fullest extent. There's a lot that you can do 194 00:14:18.480 --> 00:14:22.440 once you're ready for but I love that in steps and how you broke that 195 00:14:22.440 --> 00:14:24.879 down will there's a lot, a lot there. One thing I wanted to 196 00:14:24.960 --> 00:14:28.480 hit on here because you're so data heavy and you're in your brain. I 197 00:14:28.519 --> 00:14:31.080 know we're in a time where a lot of the bigger companies, the Google's 198 00:14:31.480 --> 00:14:35.600 and the apples of the world, are crack in the whip. I would 199 00:14:35.600 --> 00:14:39.799 say a little bit on data. We got some bigger questions on what that's 200 00:14:39.799 --> 00:14:43.519 going to look like going forward. So what's your take on that? It 201 00:14:43.600 --> 00:14:46.080 does it change our approach at all? What do you think the future of 202 00:14:46.440 --> 00:14:52.960 data looks like? As companies are starting to to reframe some things yeah, 203 00:14:54.000 --> 00:14:56.639 no, and that's a great question, something that we definitely think about it 204 00:14:56.639 --> 00:15:01.480 and talk about often. Whether our customers at sixth sense kind of realistically, 205 00:15:01.519 --> 00:15:05.240 it won't affect be to be as much, in my opinion, as it 206 00:15:05.279 --> 00:15:11.720 would. It will affect kind of be to see the crackdown and cookies and 207 00:15:11.799 --> 00:15:15.480 all that. It is much more kind of at the individual, that the 208 00:15:15.480 --> 00:15:20.919 personal identification level, and less so at kind of the overall account level, 209 00:15:20.039 --> 00:15:26.240 and that's kind of where we play the I also think that kind of the 210 00:15:26.279 --> 00:15:30.480 restrictions that will kind of crack down, whether it's eliminating cookies or more severe, 211 00:15:30.519 --> 00:15:33.879 it's going to affect kind of everyone. It's not going to be like 212 00:15:33.120 --> 00:15:39.320 one company will be affected more so than the other. So the playing field. 213 00:15:39.879 --> 00:15:45.159 Playing field will be leveled. It might change kind of how effective some 214 00:15:45.200 --> 00:15:48.039 solutions are over others, but everyone still will have there still will be a 215 00:15:48.120 --> 00:15:52.440 peak in a best best in class kind of tech platform to do exactly what 216 00:15:52.799 --> 00:15:56.559 you're trying to do, whether it's kind of anonymizing a website or or sending 217 00:15:56.559 --> 00:16:00.000 out kind of audience based adds, whatever that is. There's going to still 218 00:16:00.000 --> 00:16:04.399 be a best in class and what we've found that, like just customers cannot 219 00:16:04.399 --> 00:16:08.840 do without kind of a these types of platforms that allowed to personalize, to 220 00:16:08.879 --> 00:16:12.399 send it, as to measure, as scale like. That's that's never going 221 00:16:12.440 --> 00:16:17.279 to go away. Yep, and you had mentioned a stat that's stuck with 222 00:16:17.320 --> 00:16:19.759 me and I wrote it in my notes here, because it's seventy percent of 223 00:16:19.759 --> 00:16:22.519 the buying journey now and be to be is done in what, and you 224 00:16:22.559 --> 00:16:25.799 guys kind of coined this. I hear it a lot now. It's a 225 00:16:25.879 --> 00:16:27.840 dark funnel and we talked about that on B to be growth from time to 226 00:16:27.919 --> 00:16:32.200 time. And this is like a real, real deal. So when you're 227 00:16:32.279 --> 00:16:37.480 doubling down on trying to personalize, on trying to get as much information as 228 00:16:37.519 --> 00:16:41.080 you can so that you can make that buy your journey as smooth as possible, 229 00:16:41.159 --> 00:16:45.240 right like day to becomes like this holy grail in a sense of like 230 00:16:45.279 --> 00:16:47.960 we need to know as much as we can about our customers so that we 231 00:16:48.000 --> 00:16:49.840 can actually make this experience as great as possible, and that's where you see 232 00:16:49.879 --> 00:16:56.960 the gap in between best in class and the rest. Absolutely yeah, and 233 00:16:56.159 --> 00:17:03.519 kind of a side plug is we've been working alongside kind of Boston consulting group 234 00:17:03.559 --> 00:17:07.160 by on a study that they've are about to publish, no, probably be 235 00:17:07.240 --> 00:17:11.039 published by the time that this this comes out, on what they're coining the 236 00:17:11.160 --> 00:17:15.680 two trillion dollar opportunity, and it's a missed opportunity for kind of sales and 237 00:17:15.680 --> 00:17:23.119 revenue teams and a wholly kind of relates to kind of this dark funnel sales 238 00:17:23.119 --> 00:17:29.839 and revenue teams kind of working better together, inefficial, inefficient sales prospecting and 239 00:17:29.920 --> 00:17:34.400 efficient marketing efforts and holds to kind of revenue leakitch. And a lot of 240 00:17:34.440 --> 00:17:38.640 that I would kind of personally attribute to how we're targeting our audience, kind 241 00:17:38.640 --> 00:17:42.319 of capturing those kind of revenue moments, as we say, and then being 242 00:17:42.359 --> 00:17:45.559 able to action off them. As a marketer, as a sales up, 243 00:17:45.640 --> 00:17:49.640 as a BEDR and and whatever your role is. Having the insight to know 244 00:17:49.759 --> 00:17:55.400 kind of when someone is in market, what they care about and how to 245 00:17:55.480 --> 00:18:00.319 kind of communicate. Those are keys that not every company does. It's table 246 00:18:00.359 --> 00:18:03.640 stakes at the end of the day and is a huge reason why kind of 247 00:18:03.680 --> 00:18:07.359 auto consulting group is writing about this. This to trillion dollar kind of missed 248 00:18:07.400 --> 00:18:11.480 opportunity or opportunity to pending and kind of how you look at it. Well, 249 00:18:11.519 --> 00:18:15.400 we started this episode by talking about your kind of key learnings as you 250 00:18:15.440 --> 00:18:19.240 went into the white space. I want to end the episode by going okay, 251 00:18:19.319 --> 00:18:23.160 like let's take all that we've been talking about here around data and make 252 00:18:23.200 --> 00:18:27.319 it applicable beyond just maybe the text ac we have there. I know there's 253 00:18:27.319 --> 00:18:30.720 part of our audience that already uses six sense, but there's also going to 254 00:18:30.720 --> 00:18:33.279 be those that are going, okay, I'm not ready for that. So 255 00:18:33.319 --> 00:18:34.839 if we were just boiling it down and you were going there a little bit 256 00:18:34.839 --> 00:18:38.559 before, but I want us to like hyper practicalize this. Give you a 257 00:18:38.559 --> 00:18:44.559 moment to go. Here's the takeaway, here's what you should do leaving this 258 00:18:44.599 --> 00:18:47.799 episode. What would you tell us is like our step? What would you 259 00:18:47.839 --> 00:18:52.240 invite us to do leaving this conversation? Will Yeah, I think there's an 260 00:18:52.279 --> 00:18:57.119 opportunity for anyone, whether you're in a marketing or sales roll, to to 261 00:18:57.160 --> 00:19:02.440 just take a deeper or notation roll even, to take a deeper look at 262 00:19:02.480 --> 00:19:06.000 kind of your data and whatever data you have, a be alable everyone has 263 00:19:06.119 --> 00:19:11.200 that at their disposal, and see what opportunities kind of exists. Like we're 264 00:19:11.240 --> 00:19:12.759 in it. We're in a time like right now, especially for tech companies, 265 00:19:12.759 --> 00:19:18.039 where there's there's a lot of layoffs and it's really unfortunate, but there's 266 00:19:18.079 --> 00:19:22.200 a ton of opportunities that exist kind of under the surface that could open up 267 00:19:22.240 --> 00:19:26.880 a little bit of Tam to create that extra job, that actual opportunity to 268 00:19:26.920 --> 00:19:29.559 open up kind of a new segment. That's kind of how we've approached it. 269 00:19:29.640 --> 00:19:33.920 Is whenever kind of our pipeline or high growth as dwindled a little bit, 270 00:19:33.920 --> 00:19:36.319 we're like, all right, it's time to kind of open up, 271 00:19:36.319 --> 00:19:38.680 like what other opportunities, whether that's opening up a new office in the new 272 00:19:38.680 --> 00:19:44.960 geography and new industry, just be spinning off a product to a new audience. 273 00:19:45.319 --> 00:19:49.119 All that exists kind of within whatever data you have and there's limitless opportunities 274 00:19:49.160 --> 00:19:53.160 to kind of penetrate that, make a thesis tested out, an action off 275 00:19:53.279 --> 00:19:56.000 that, to create kind of a new weaponic stream. Love that. Make 276 00:19:56.079 --> 00:20:00.799 a thesis based on the data and who knows what comes from that. Will 277 00:20:00.799 --> 00:20:03.720 thanks for taking time and breaking this down with us. For those that want 278 00:20:03.720 --> 00:20:07.079 to stay connected to you and to six cents to the any of the work 279 00:20:07.119 --> 00:20:11.759 you're doing, just tell us how we can do that. Yeah, I 280 00:20:12.279 --> 00:20:17.599 love to kind of talk about kind of total adjustable market expansion and then engage 281 00:20:17.599 --> 00:20:21.880 with a couple of our partners, with with kind of also kind of companies 282 00:20:21.880 --> 00:20:23.799 that are going to blaze in the trail, like a clary and sales off 283 00:20:23.799 --> 00:20:29.000 people ai. Those are a couple companies that I kind of exchange thoughts with 284 00:20:29.079 --> 00:20:30.839 and happy to do that. If you exist kind of within this space you're 285 00:20:30.839 --> 00:20:34.680 just want to learn more. Will Dot lion at Scom is how you can 286 00:20:34.799 --> 00:20:38.319 reach me. Love to talk about this kind of all day and then you 287 00:20:38.319 --> 00:20:44.599 can find me on linked in as well, at will lie perfect well, 288 00:20:45.000 --> 00:20:47.680 I would love to connect with you as well. If we're not connecting on 289 00:20:47.720 --> 00:20:49.880 Linkedin, you can search Benjie Block talking marketing, business and life over there. 290 00:20:49.960 --> 00:20:55.240 Thanks for all of our listeners listening to this episode and if you have 291 00:20:55.319 --> 00:20:59.799 yet to follow the show on spotify, on Itunes, wherever you listen to 292 00:21:00.000 --> 00:21:03.279 podcast, be sure to do that so you don't Miss Future shows. Will 293 00:21:03.319 --> 00:21:07.240 thanks again for for joining us today. We really appreciate it. Thanks for 294 00:21:07.279 --> 00:21:22.960 having a bag. If you enjoyed a day show, hit subscribe for more 295 00:21:22.039 --> 00:21:26.920 marketing goodness and if you really enjoyed today show, take a second to rate 296 00:21:26.960 --> 00:21:30.880 and review the podcast on the platform you're listening to it on right now. 297 00:21:30.920 --> 00:21:34.039 If you really really enjoyed this episode, share the love by texting you to 298 00:21:34.079 --> 00:21:38.079 a friend who would find it insightful. Thanks for listening and thanks for sharing.