Is Your Content Intelligent? with Helen Baptist

WEBVTT 1 00:00:08.199 --> 00:00:12.880 Conversations from the front lines and marketing. This is B two, B growth. 2 00:00:17.519 --> 00:00:21.000 Welcome back to be to be growth. I'm your host, Benji Block, 3 00:00:21.160 --> 00:00:25.480 and today excited to have Helen Baptist here with us. She's the chief 4 00:00:25.559 --> 00:00:30.559 operating officer over at path factory. Helen, welcome into be to be growth. 5 00:00:30.839 --> 00:00:33.560 Thanks for having me, Benji. It's great to spend some time with 6 00:00:33.600 --> 00:00:38.280 you. For sure I'm excited about where this conversation is headed. Talk to 7 00:00:38.280 --> 00:00:42.679 me a little bit about your role as chief operating officer. What are you 8 00:00:42.719 --> 00:00:45.799 overseeing? What's your day to day look like for path factory right now? 9 00:00:46.280 --> 00:00:52.079 Yeah, so I oversee sales, marketing and experience of the whole bag, 10 00:00:52.079 --> 00:00:55.840 as a salesperson would say, or the chief revenue officer would say, the 11 00:00:55.920 --> 00:01:00.759 whole brand experience from a marketing perspective, whether that's demand and generation, a 12 00:01:00.840 --> 00:01:06.640 B M events, content, obviously, and then in the experience side is, 13 00:01:06.959 --> 00:01:10.079 you know, our CSM s and our solutions engineers making sure that we 14 00:01:10.200 --> 00:01:15.599 deliver on the promise of the sales experience and so contiguous customer journey is, 15 00:01:15.959 --> 00:01:19.560 uh, something that I'm a bit maniacal about, having been a salesperson, 16 00:01:19.640 --> 00:01:23.480 having been a customer success person. You know, connecting the dots on the 17 00:01:23.519 --> 00:01:26.480 journey is really important for me. Well, that's great context for this conversation 18 00:01:26.519 --> 00:01:33.879 and having purview into several parts of the business I think creates great conversation because 19 00:01:33.879 --> 00:01:38.159 you're speaking with multiple hats essentially. So glad to Colum Baptist. Is that 20 00:01:38.159 --> 00:01:42.560 what we're going to talk about? No, I won't make this a therapy 21 00:01:42.599 --> 00:01:46.000 session, but I'm sure we could. Okay. So I know right now 22 00:01:46.439 --> 00:01:49.680 for many we're in a time where, especially, I mean B two B, 23 00:01:49.799 --> 00:01:53.959 this is the story. It's buyers want to buy, how they want 24 00:01:53.000 --> 00:01:57.640 to buy. It's a shift in thinking for those that have been in marketing 25 00:01:57.640 --> 00:02:00.640 and sales for a long time. Right, but that's is the way things 26 00:02:00.680 --> 00:02:02.799 are now. You can do research on your own time however you want to 27 00:02:02.840 --> 00:02:07.840 do it, and that's going to present unique challenges but also a lot of 28 00:02:07.879 --> 00:02:12.159 opportunity from my world, where which is content, right, that content perspective. 29 00:02:12.199 --> 00:02:15.879 There is a whole new ball game on that side of things. So 30 00:02:15.280 --> 00:02:21.319 how are you witnessing that shift? And and as to how people want to 31 00:02:21.360 --> 00:02:24.479 buy, Helen, yeah, so I think it's Gardner that says that you 32 00:02:24.520 --> 00:02:30.280 know the buying experience with a human involved in it. From the seller's perspective, 33 00:02:30.319 --> 00:02:35.719 is only sevent of the journey. And so do you think about that? 34 00:02:35.719 --> 00:02:40.080 That's of the journey is done by the individual doing the buying or the 35 00:02:40.080 --> 00:02:47.120 committee buying right. And so the idea that content plays a very significant role 36 00:02:47.199 --> 00:02:52.439 in that, whether you're talking top of funnel, middle bottom or even throughout 37 00:02:52.479 --> 00:02:57.960 the pipe. The idea that content has to be relevant for that buyer at 38 00:02:58.120 --> 00:03:02.319 their stage in the buying cycle, and whether there are known or unknown visitors 39 00:03:02.560 --> 00:03:07.280 or buyers is also part of the mix too. And content has always played 40 00:03:07.319 --> 00:03:13.800 this like the antagonist role in content marketing and campaign marketing, and so I 41 00:03:13.800 --> 00:03:17.439 think content plays a more critical role, even more so with the recession coming 42 00:03:17.439 --> 00:03:23.120 on, because people with marketing budgets have to be repurposed, and so knowing 43 00:03:23.159 --> 00:03:25.960 what content is really working and whether you can make snack ales or other things 44 00:03:27.000 --> 00:03:30.879 out of it is the opportunity I think people need to look at more strategically 45 00:03:31.199 --> 00:03:35.800 than they have in the past. Yeah, it's interesting. It's almost like 46 00:03:35.919 --> 00:03:39.039 we could afford to make some I had to use this word, but like 47 00:03:39.080 --> 00:03:43.919 crappy content in the past, where you just kind of like we have some 48 00:03:44.000 --> 00:03:46.759 time, we have someone that could be on a blog and we're just pushing 49 00:03:46.759 --> 00:03:50.599 out as much as possible. Versus now, I think it's actually a great 50 00:03:50.960 --> 00:03:53.960 reminder. Hey, you don't maybe have to put out as much content, 51 00:03:53.000 --> 00:03:57.719 but you've got to watch the quality and there's several pieces to content strategy that 52 00:03:57.759 --> 00:04:00.520 you really need to be thinking through. And you said a piece of this 53 00:04:00.560 --> 00:04:05.680 puzzle needs to actually be content intelligence. So for our audience, maybe not 54 00:04:05.840 --> 00:04:11.120 all completely new to that phrase, but I'd love to hear you describe it 55 00:04:11.360 --> 00:04:15.960 in your own words. Yeah, for us there's three pillars. The first 56 00:04:15.040 --> 00:04:17.639 is the piece of content that you have, the assets that you have, 57 00:04:18.000 --> 00:04:25.319 and if you think about like an online grocery ordering store like pepod or Amazon, 58 00:04:26.000 --> 00:04:29.759 you can get all the attributes of whatever you're buying right. There's a 59 00:04:29.839 --> 00:04:33.160 nutrition fact panel on the side of a diet coke can or a meal that 60 00:04:33.240 --> 00:04:36.639 you might be buying and it will tell you the nutritional value, it will 61 00:04:36.680 --> 00:04:42.639 tell you how much of a specific topic is in that content, in that 62 00:04:42.720 --> 00:04:46.920 asset. And yet B two B marketers don't have that insights and that's really 63 00:04:46.920 --> 00:04:50.959 hard to do. We rely on the click right or the open of an 64 00:04:50.959 --> 00:04:57.879 email as the core metric for success. But really understanding what people are engaging 65 00:04:57.879 --> 00:05:01.759 in is important, right. So content as an attribute, using natural language 66 00:05:01.759 --> 00:05:06.360 processing and these like terminologies that I don't understand the whole concept of, but 67 00:05:06.759 --> 00:05:11.000 there are people who have bigger brings than me who can do this. But 68 00:05:11.319 --> 00:05:15.079 extracting the attributes out of an e book or an infographic or whatever it is, 69 00:05:15.279 --> 00:05:21.040 an understanding the taxonomy and the topics and the key phrases in there is 70 00:05:21.040 --> 00:05:26.600 is important. One example that I like to think about is what's the health 71 00:05:26.600 --> 00:05:30.759 of your content? Is it compliant for W kg accessibility? Is it compliant 72 00:05:30.879 --> 00:05:34.560 for S C o? Do you have too many I frame tags in your 73 00:05:34.560 --> 00:05:40.399 content? That's stopping some of your your SEO capabilities and that doesn't really exist 74 00:05:40.399 --> 00:05:44.040 in a way that CPG thinks about. The second piece of that is obviously 75 00:05:44.040 --> 00:05:46.439 the visitors who are coming to engage in your content when you put it out 76 00:05:46.480 --> 00:05:50.959 into the universe, and I think I mentioned like unknown and known. One 77 00:05:50.959 --> 00:05:56.279 of the things that we like to think about is that history doesn't change when 78 00:05:56.319 --> 00:05:58.959 you become known. When you fill in a form, everybody thinks that it 79 00:05:59.000 --> 00:06:02.680 resets to zero. But it doesn't because you consume this content before that. 80 00:06:02.959 --> 00:06:08.120 So if I take those two components of visitors and content and put them together, 81 00:06:08.199 --> 00:06:12.720 I can actually serve up the next best piece of content, either based 82 00:06:12.720 --> 00:06:15.360 on who you are and how you've interacted, where you've come from, what 83 00:06:15.439 --> 00:06:19.240 account, what industry, what country, region, and then also take that 84 00:06:19.360 --> 00:06:26.120 to what other people like you might like or the most related piece of content 85 00:06:26.160 --> 00:06:30.639 to the topics that you've just read about. So it's it's really about being 86 00:06:30.720 --> 00:06:33.560 smarter about the content you have, who's engaging in it, and then serving 87 00:06:33.600 --> 00:06:39.160 it up better than we have in the past, where marketers think that curating 88 00:06:39.480 --> 00:06:43.680 based on tags is the way to curate content. Yeah, I want to 89 00:06:43.759 --> 00:06:46.279 dive a bit into each of those, so let's just go with that first 90 00:06:46.279 --> 00:06:51.519 one, establishing what content you have. I know one thing that if you're 91 00:06:51.560 --> 00:06:56.319 in that content frame of mind, you want all the content to be used. 92 00:06:56.399 --> 00:06:59.519 You wanted to be useful to the organization, two sales, whatever the 93 00:06:59.519 --> 00:07:01.439 piece of and it is supposed to be useful for. But you can be 94 00:07:01.519 --> 00:07:05.040 like create this asset and then onto the next thing. It's just how teams 95 00:07:05.120 --> 00:07:10.800 operate, and so doing something like a content audit can seem a bit daunting 96 00:07:10.800 --> 00:07:15.800 but also very necessary. Any thoughts there as to how we actually start to 97 00:07:15.879 --> 00:07:18.360 establish, okay, what content we actually have and then what's most important to 98 00:07:18.360 --> 00:07:24.240 our organization to create content that maybe fills in the gaps? Yeah, it's 99 00:07:24.240 --> 00:07:27.759 interesting because when I joined path factory, I asked for a content audit and 100 00:07:27.759 --> 00:07:30.279 it took two and a half months and in the meantime we created twenty new 101 00:07:30.319 --> 00:07:32.360 pieces of content. Right, and it's out of out of date, in 102 00:07:32.399 --> 00:07:39.759 the old way of doing that by technology of crawling your content, Corpus the 103 00:07:39.800 --> 00:07:43.000 body of content that we want to look at, whether that's web pages or 104 00:07:43.040 --> 00:07:46.000 whether that's PD APPs or whether that's e books. It doesn't really matter to 105 00:07:46.120 --> 00:07:51.360 us that. The speed by which that happens is fast, like lightning fast, 106 00:07:51.879 --> 00:07:58.279 and so this content audit capability is possible within a week, within three 107 00:07:58.360 --> 00:08:01.079 days, depending on the size of scope of how many pages you have. 108 00:08:01.160 --> 00:08:03.480 You know walk I talked to one of our enterprise customers and they had a 109 00:08:03.560 --> 00:08:09.399 h thousand web pages. Well, how do they even know what's what's there? 110 00:08:09.519 --> 00:08:13.720 And they were going to go and swap their cms out, but by 111 00:08:13.839 --> 00:08:18.519 understanding the content they have in the topics. They're probably talking about something that's 112 00:08:18.519 --> 00:08:22.279 not related to whatever their key product is. Right they may have changed the 113 00:08:22.319 --> 00:08:26.199 product, they may have added new products, and so really understanding what topics 114 00:08:26.279 --> 00:08:31.560 are in your content, you can get to very quickly who's engaged with it. 115 00:08:31.600 --> 00:08:35.759 Obviously, depending on the volume and velocity of visitors to your content and 116 00:08:35.799 --> 00:08:39.279 the channel by which it's served, that may take a little bit longer to 117 00:08:39.360 --> 00:08:45.279 understand the journey through the content and the topics that are resonating. But if 118 00:08:45.279 --> 00:08:48.799 you've got history, we can we can pull that in as well. Okay, 119 00:08:48.840 --> 00:08:52.320 so I think the other interesting component of this is what should I serve 120 00:08:52.399 --> 00:08:56.679 up next, which, for you guys right like you're doing a ton of 121 00:08:56.440 --> 00:09:00.000 and we can talk about some of what you're doing. But I wonder also 122 00:09:00.120 --> 00:09:01.600 if we're taking this an elementary level where it's like, okay, I'm not 123 00:09:01.600 --> 00:09:07.240 gonna implement path factory right now, but we need to get better at knowing 124 00:09:07.639 --> 00:09:11.320 what to serve up next. Like how do you think of that process and 125 00:09:11.440 --> 00:09:16.240 is there a most elementary kind of like level of that where we could better 126 00:09:16.240 --> 00:09:20.120 equipped marketers to do that? Yeah, so I think like if you think 127 00:09:20.159 --> 00:09:24.159 about traditional nurture as a as a use case. For example, it would 128 00:09:24.200 --> 00:09:26.840 be that I would send an email today and then maybe two weeks later I'd 129 00:09:26.840 --> 00:09:31.080 send you the second piece of content or the third piece of content that I 130 00:09:31.120 --> 00:09:35.039 think, as a marketer, which I've tagged and I'm managing through governance, 131 00:09:35.600 --> 00:09:41.320 is the most relevant for you. And I think even basics within that concept 132 00:09:41.440 --> 00:09:45.799 of using things like skip logic, when you package up four or five pieces 133 00:09:45.799 --> 00:09:50.559 of content and if somebody has gone three in, you wouldn't have to send 134 00:09:50.559 --> 00:09:52.679 them the second and third nurture email, you could send them the fourth, 135 00:09:54.120 --> 00:10:00.279 and so having this idea of manually curating content and then serving up the most 136 00:10:00.360 --> 00:10:05.639 relevant piece based on what I have consumed. That's basic right. That skip 137 00:10:05.720 --> 00:10:09.600 logic. We have that functionality and you can use it a couple of ways. 138 00:10:09.600 --> 00:10:13.200 One is you could just send the next nurture, but if they've only 139 00:10:13.320 --> 00:10:18.120 read thirty of your e Book and we know how far they've read, you 140 00:10:18.159 --> 00:10:20.360 could have a trigger that says, Hey, you didn't finish this book and 141 00:10:20.360 --> 00:10:24.320 this is this is the good parts that you've missed, and so you can 142 00:10:24.360 --> 00:10:31.720 actually create really smart marketing based on content engagement, content consumption. Hey, 143 00:10:31.759 --> 00:10:37.440 everybody Olivia here. As a member of the sweet fish sales team, I 144 00:10:37.480 --> 00:10:41.200 wanted to take a second and share something that makes us insanely more efficient. 145 00:10:43.000 --> 00:10:46.799 Our team uses lead I q. So for those of you who are in 146 00:10:46.840 --> 00:10:50.720 sales or sales ops, let me give you some context. You know how 147 00:10:50.759 --> 00:10:54.200 long gathering contact data can take so long, and with lead I Q, 148 00:10:54.480 --> 00:10:58.480 What once took us four hours to do, now it takes us just one. 149 00:11:00.039 --> 00:11:05.440 That is more efficient. We are so much quicker with outbound prospecting and 150 00:11:05.559 --> 00:11:09.120 organizing our campaigns is so much easier than before. I suggest you guys check 151 00:11:09.159 --> 00:11:13.679 it out as well. You can find them at least I q dot Com. 152 00:11:13.759 --> 00:11:18.039 That's l e a d I q dot Com. Already. Let's jump 153 00:11:18.080 --> 00:11:22.440 back into the show. You could have a trigger that says, Hey, 154 00:11:22.480 --> 00:11:24.279 you didn't finish this book and this is this is the good parts that you've 155 00:11:24.279 --> 00:11:30.480 missed, and so you can actually create really smart marketing based on content, 156 00:11:30.600 --> 00:11:35.919 engagement, content consumption. M I think that's part of content that you if 157 00:11:35.960 --> 00:11:41.360 you spend all your time creating these fantastic assets, which I think you do 158 00:11:41.440 --> 00:11:45.879 automation right, then it can pring people back into the conversation. We're all 159 00:11:45.879 --> 00:11:48.200 busy. Yeah, I'm guilty of I don't know how many books I have 160 00:11:48.279 --> 00:11:52.519 on my computer right now, Helen on my on my desktops. So don't 161 00:11:52.559 --> 00:12:01.600 look. But that idea that we create fantastic assets and then we're equipping ways 162 00:12:01.639 --> 00:12:03.879 of really bring putting that in front of someone at the right time. That's 163 00:12:03.919 --> 00:12:09.360 that's obviously so key to this. I think the other piece is knowing when 164 00:12:09.399 --> 00:12:13.799 to add friction into your content at the right time, because that's a conversation. 165 00:12:15.000 --> 00:12:16.919 We could talk about gated on gated content. I've done that plenty here, 166 00:12:18.080 --> 00:12:20.759 but I just want to talk. Let's talk intentional friction for for a 167 00:12:20.799 --> 00:12:24.480 moment. Any key learnings we can glean from you guys and what you're seeing 168 00:12:24.519 --> 00:12:28.480 as far as adding friction at the right time? Yeah, so we have 169 00:12:28.679 --> 00:12:33.720 we have the ability to set gates based on time spent on an asset, 170 00:12:35.000 --> 00:12:39.679 number of assets read, etcetera, etcetera, and customers have to find their 171 00:12:39.679 --> 00:12:43.000 own sweet spot based on who that audience member is as well. I think 172 00:12:43.000 --> 00:12:46.799 it depends whether that person is unknown or whether you want to do progressive profiling 173 00:12:46.840 --> 00:12:52.960 as well, right for a known customer. So adding in pieces of information 174 00:12:52.039 --> 00:12:58.120 that might help with greater personalization. is also the opportunity from a friction point, 175 00:12:58.279 --> 00:13:03.120 but they're all always has to be, and this is my my pet 176 00:13:03.120 --> 00:13:07.120 peeve is it don't don't put a gate until I've got some value from the 177 00:13:07.200 --> 00:13:11.759 content, and the content can't be you know that the gate can't appear at 178 00:13:11.799 --> 00:13:15.960 three seconds after I've clicked on it. I don't even know what the title 179 00:13:16.000 --> 00:13:18.440 says. I can't read that fast. So let me get into the content 180 00:13:18.480 --> 00:13:24.080 a little bit further. Maybe you know it's halfway through an infographic or whatever 181 00:13:24.120 --> 00:13:28.120 it is, versus right out of the gate, or maybe it's on the 182 00:13:28.159 --> 00:13:31.600 next piece, because you've given me the permission to go to the next piece, 183 00:13:31.840 --> 00:13:35.759 and so in exchange, I would give you some information so that I 184 00:13:35.799 --> 00:13:39.360 can then consume the second or third piece that I'm really interested in, because 185 00:13:39.519 --> 00:13:43.879 you've hooked me on the first. Yeah, I think we're even thinking of 186 00:13:43.919 --> 00:13:48.240 the gated, ungated conversation wrong now in that, especially on social channels where 187 00:13:48.279 --> 00:13:54.159 we're sharing content, we're acting like well, if I share some you know, 188 00:13:54.320 --> 00:13:58.120 valuable blog that lists on my website and it's a gated and I linked 189 00:13:58.120 --> 00:14:01.559 to it over on Linkedin, then people can go access it, but I'd 190 00:14:01.559 --> 00:14:03.279 say that's even a gate because when they have to click off of it, 191 00:14:03.639 --> 00:14:07.720 the chances of them leaving Linkedin to go read your blog. Like, what 192 00:14:07.840 --> 00:14:11.480 value did you add on Linkedin? I see so many B two B companies 193 00:14:11.480 --> 00:14:13.799 that are guilty of that. They add no value on their social channels and 194 00:14:13.840 --> 00:14:16.879 they just put it all on their website and they don't. You can see 195 00:14:16.879 --> 00:14:20.519 a skyrocket in traffic if you'd add some of the value from that piece of 196 00:14:20.519 --> 00:14:26.759 content over on the social channel organically, but different soapbox. Just yeah, 197 00:14:26.919 --> 00:14:30.960 and I think that's that's part of the content intelligence story, is knowing what 198 00:14:31.320 --> 00:14:37.559 piece of content or topic or story or key phrases might actually be of value 199 00:14:37.679 --> 00:14:41.919 if you're doing lookalike profiling, right, Um, so that you can create 200 00:14:41.960 --> 00:14:46.600 that snippet for Linkedin or social to be relevant to the target audiences that you 201 00:14:46.639 --> 00:14:50.519 want to you want to capture. Yeah, providing value, no matter what 202 00:14:50.639 --> 00:14:54.559 channel, has to be top of mind and then you can do the rest. 203 00:14:54.639 --> 00:14:58.039 You can think through the rest, you can test the rest, but 204 00:14:58.240 --> 00:15:01.840 the valuable content, obviously, is the starting place. Okay, so give 205 00:15:01.879 --> 00:15:07.159 me an example of content intelligence at work, Hellen. Yeah, so I 206 00:15:07.200 --> 00:15:11.519 gave you a couple of manual curations of content intelligence at work right, so 207 00:15:11.279 --> 00:15:16.200 using forms at the right point in the journey, using progressive profiling of the 208 00:15:16.240 --> 00:15:20.639 forms in the journey. The other part of it is serving up content, 209 00:15:20.960 --> 00:15:26.519 if it's an unknown visitor, based on their account. So account based marketing 210 00:15:26.639 --> 00:15:31.879 is like everywhere right, and we partner with a couple of the big companies. 211 00:15:31.960 --> 00:15:35.720 We O e. m six cents I p look up addresses inside a 212 00:15:35.720 --> 00:15:41.960 path factory. So when you bring your a p I key from from them 213 00:15:41.000 --> 00:15:45.480 to us, if you're a customer of six cents, we can actually inherit 214 00:15:45.559 --> 00:15:50.799 their segments and route them to a specific content experience for that account. Whether 215 00:15:50.840 --> 00:15:54.679 it's one to one, once a few, one too many. I think 216 00:15:54.799 --> 00:15:58.639 that's kind of you know, that is some of the content intelligence as well, 217 00:15:58.759 --> 00:16:03.000 at the easiest level, if you will. where it gets really tough 218 00:16:03.240 --> 00:16:11.759 and where we've invested and doubled down is on machine recommendations, AI generated recommendations 219 00:16:11.799 --> 00:16:15.720 based on what you have consumed, what others like you might have consumed, 220 00:16:17.080 --> 00:16:21.519 what topics you keep going back to, when your last session was, how 221 00:16:21.600 --> 00:16:26.159 frequently you come back. There's a variety of recommendations that we can make and 222 00:16:26.200 --> 00:16:33.200 are configurable based on that customers desired state, and so this idea of using 223 00:16:33.440 --> 00:16:40.600 the spotify playlist or the Netflix pay playlist is there. And what I'm really 224 00:16:40.720 --> 00:16:48.279 jazzed about is that we're just launching some new functionality soon where set marketing can 225 00:16:48.320 --> 00:16:55.159 actually create templates for sales and path factory will recommend the topics and the content 226 00:16:55.600 --> 00:17:00.440 based on the account, the visitor or the contact at count opportunity and contact 227 00:17:00.480 --> 00:17:04.279 slash lead, whichever one you custom object, you use in salesforce. But 228 00:17:04.359 --> 00:17:11.000 this idea of being aligned with marketing content on the sales experience is key to 229 00:17:11.240 --> 00:17:15.799 right. So we're not just compartmentalizing marketing and sales, we're bringing them together 230 00:17:15.920 --> 00:17:22.839 because of that journey of is marketing or sales driven content experiences and then sevent 231 00:17:23.000 --> 00:17:29.519 in person conversations per gardner. So making that journey contiguous and stillless for the 232 00:17:29.559 --> 00:17:33.480 buyer or the prospect or the customer, whichever way you want to put it, 233 00:17:33.519 --> 00:17:37.680 is pretty exciting for me for sure. I wonder when you think of 234 00:17:37.680 --> 00:17:42.640 the future, do you see content becoming this like key converter? Then it 235 00:17:42.839 --> 00:17:47.880 kind of feels like what we're talking around a little bit. People basically viewing 236 00:17:47.960 --> 00:17:52.160 content not just as a part of marketing but almost as like part of your 237 00:17:52.200 --> 00:17:56.640 sales team. Yeah, and and to me the ideal situation would be, 238 00:17:56.640 --> 00:18:00.039 and this is what I've told my my product team, knowing that I oversee 239 00:18:00.079 --> 00:18:07.039 sales, marketing and experiences, I want to know what topics and what content 240 00:18:07.680 --> 00:18:12.119 creates people to go to the next stage in the funnel or in the pipe, 241 00:18:12.799 --> 00:18:17.680 by vertical, by customer type, by Industry, whatever it is, 242 00:18:18.440 --> 00:18:21.880 so that I can be more prescriptive to the people that are doing the day 243 00:18:21.920 --> 00:18:25.400 to day management from an account executive or CSM perspective, so that we're serving 244 00:18:25.400 --> 00:18:30.440 the right content to engage at the right time. Whether you're in renewal cycle 245 00:18:30.559 --> 00:18:34.480 or whether you're in upsell expansion, it doesn't really matter. The customer still 246 00:18:34.519 --> 00:18:40.079 needs to have the right content and to meet content is the catalyst for conversion 247 00:18:40.680 --> 00:18:45.279 throughout both whatever waterfall you're using right, whether it's demand Gen, whether it's 248 00:18:45.319 --> 00:18:48.960 a B M, whether it's sales pipeline, they're all waterfalls and you need 249 00:18:49.039 --> 00:18:53.720 to know what's converting where. Okay, so I like to do this as 250 00:18:53.759 --> 00:18:59.440 a wrap up. I always ask what would you give us as the main 251 00:18:59.519 --> 00:19:03.279 takeaway from our conversation, Helen, the thing that our marketing leaders listening to 252 00:19:03.319 --> 00:19:11.400 this should do after hearing this episode and thinking through content intelligence? Yeah, 253 00:19:11.480 --> 00:19:14.559 so, first off is you don't have to do a manual content audit. 254 00:19:14.720 --> 00:19:18.480 Your governance probably isn't as tight as it should be. There's probably a distinction 255 00:19:18.519 --> 00:19:22.920 between your tags and the topics that will reveal for you. Two is the 256 00:19:22.960 --> 00:19:27.119 alignment between sales and marketing. They're not different buyers. Therefore, the content 257 00:19:27.240 --> 00:19:33.680 should be the same content and contiguous in telling the story, regardless of where 258 00:19:33.680 --> 00:19:37.359 the customer is in that journey. And three is you, as a marketer, 259 00:19:37.559 --> 00:19:42.160 don't have to do the heavy lifting of curating those experiences. There are 260 00:19:42.319 --> 00:19:48.119 some techniques that will allow you to curate that more easily and as the market 261 00:19:48.160 --> 00:19:52.319 compresses and you lose resources, you have to work more efficiently and effectively and 262 00:19:52.400 --> 00:19:56.880 that's the way that you can do it. Fantastic. Well, thank you, 263 00:19:56.960 --> 00:19:59.960 Helen, for chatting with us about this today. I know there's listeners 264 00:20:00.000 --> 00:20:03.039 that are ready to touch base with you and want to follow up. What's 265 00:20:03.079 --> 00:20:07.559 the best way for for people to do that? Best Way is, Helen 266 00:20:07.680 --> 00:20:11.079 at PATH FACTORY DOT com. It's easy, and the other would be that 267 00:20:11.160 --> 00:20:12.279 I am on Linkedin as well. So if you want to look me up, 268 00:20:12.319 --> 00:20:18.039 I'm there. Uh Telling Baptist, like the church, Johnda, whatever 269 00:20:18.079 --> 00:20:21.279 you want to call it. Last name is baptist. It's in any easy 270 00:20:21.319 --> 00:20:23.079 way to get called Bishop. I get called whatever, but baptist. The 271 00:20:23.160 --> 00:20:27.160 last name Helen the baptist. That's the easiest way to remember it. Thank 272 00:20:27.200 --> 00:20:30.640 you against so much. Little Name. I used to say that when I 273 00:20:30.720 --> 00:20:33.960 was eight. Nice. Thank you so much for being here with us today. 274 00:20:34.039 --> 00:20:37.519 Thanks, Benji, for having me. I really appreciate the time to 275 00:20:37.680 --> 00:20:41.440 all of our listeners. Were having insightful conversations like this because we want to 276 00:20:41.440 --> 00:20:47.160 help fuel your innovation. You're continued thinking on these topics. Want to help 277 00:20:47.200 --> 00:20:52.599 your content strategy. So if you haven't yet followed the PODCAST, be sure 278 00:20:52.640 --> 00:20:55.319 to do that and then if you had a question or you wanted to just 279 00:20:55.400 --> 00:20:57.440 chat about something that's going on in your marketing and your marketing team, you 280 00:20:57.440 --> 00:21:00.440 can reach out to me on Linkedin. Would love to talk to you. 281 00:21:00.720 --> 00:21:06.359 Just search Benji block over there and keep doing work that matters. We'll be 282 00:21:06.400 --> 00:21:22.039 back real soon with another episode. B Two B growth is brought to you 283 00:21:22.079 --> 00:21:25.039 by the team at sweet fish media. Here at Sweet Fish, we produced 284 00:21:25.079 --> 00:21:27.720 podcasts for some of the most innovative brands in the world and we help them 285 00:21:27.759 --> 00:21:33.680 turn those podcasts into micro videos linkedin content, blog posts and more. We're 286 00:21:33.720 --> 00:21:37.799 on a mission to produce every leader's favorite show. Want more information? Visit 287 00:21:37.839 --> 00:21:45.599 Sweet Fish Media Dot Com.