Optimize Lead Generation from Events, with Micheál McGrath

WEBVTT 1 00:00:08.199 --> 00:00:12.880 Conversations from the front lines and marketing. This is B two B growth. 2 00:00:16.519 --> 00:00:21.760 Today I am joined by Mehmograph. He is the head of marketing at visible 3 00:00:21.800 --> 00:00:25.359 thread. Me Hal, welcome into B two be growth. Thank you so 4 00:00:25.440 --> 00:00:29.239 much like to be here. Thank you, Benji. Now I know we're 5 00:00:29.239 --> 00:00:34.960 gonna end up in a conversation around optimizing lead generation specifically for events. There's 6 00:00:34.960 --> 00:00:38.399 a lot that we can talk about within that space, but maybe before we 7 00:00:38.439 --> 00:00:41.240 go there, just give us some context on the work that you do and 8 00:00:41.280 --> 00:00:45.439 what you're focused on these days. Yeah, sure, I work for a 9 00:00:45.479 --> 00:00:49.280 company based out of Ireland. So we're headquartered in Ireland, but Um, 10 00:00:49.640 --> 00:00:55.200 we're kind of split between Washington and Ireland and we're a software company. We 11 00:00:55.320 --> 00:00:58.600 are about sixty employees and I am the head of marketing. So at the 12 00:00:58.640 --> 00:01:03.599 moment I am leading our marketing team, building out our marketing function and spreading 13 00:01:03.640 --> 00:01:08.719 all good news about visible thread. I love it. Okay, so one 14 00:01:08.719 --> 00:01:15.159 of those common marketing conversations is we're all thinking about and looking for ways to 15 00:01:15.319 --> 00:01:19.319 optimize lead generation. We're looking at it, we're thinking about it. How 16 00:01:19.359 --> 00:01:23.239 do we get quality and quantity right? But then there's also like an internal 17 00:01:23.280 --> 00:01:26.480 fear happening at the same time where we kind of like maybe want to shy 18 00:01:26.560 --> 00:01:32.040 away from pipeline conversation, we want to let sales manage some of that. 19 00:01:32.200 --> 00:01:34.280 Have you felt that career, that tension in your career as a as a 20 00:01:34.280 --> 00:01:38.760 marketing leader? Yeah, and that's it's more so in terms of conversation, 21 00:01:40.760 --> 00:01:47.120 I really have a line my career was talking about pipeline. Um, I 22 00:01:47.159 --> 00:01:52.959 feel that marketing, in order to have a true seat at the table and 23 00:01:53.000 --> 00:01:57.519 to really start impacting things for the business, bringing that convert bringing those metrics, 24 00:01:57.599 --> 00:02:01.439 bringing that sort of terminology into our day to day conversation is vital. 25 00:02:02.319 --> 00:02:07.199 And even from managing a team or growing a team, if you start at 26 00:02:07.199 --> 00:02:13.400 the basis of putting pipeline in every discussion, you will you will connect your 27 00:02:13.719 --> 00:02:17.719 your your teammates and your the people that work within your group directly to the 28 00:02:17.759 --> 00:02:22.080 company and the company outcomes almost straight away. Yeah, I mean so many 29 00:02:22.120 --> 00:02:25.159 of those crucial conversations in our organization are cross departments. So if we can 30 00:02:25.199 --> 00:02:30.000 all speak the same language, especially marketing, speaking the same language, let's 31 00:02:30.000 --> 00:02:34.960 says, as sales and is speaking that pipeline language. uh, it creates 32 00:02:35.000 --> 00:02:38.639 momentum internally. I wonder, before we jump to talking events or webinars like, 33 00:02:38.680 --> 00:02:43.280 has there been some subtle changes in the language that you use when you're 34 00:02:43.319 --> 00:02:46.159 talking to sales that you feel like has been really valuable in ways that you 35 00:02:46.199 --> 00:02:52.800 talk about pipeline, that that creates that sort of synergy? I suppose the 36 00:02:53.280 --> 00:02:59.039 day old, day old, is marketing and sales speaking different languages. MISALIGNMENT, 37 00:02:59.759 --> 00:03:02.400 not producing enough leads, not working the leads hard enough. All the 38 00:03:02.840 --> 00:03:09.080 day to day conversations that we expect. I feel it's often on marketing benefit 39 00:03:09.199 --> 00:03:14.080 to does change their analysis in terms of how they speak. Like if you 40 00:03:14.199 --> 00:03:16.560 take a very simple tactic like webinars, and now we're going to speak about 41 00:03:16.560 --> 00:03:22.960 events in the second but you take a Webinar and instead of talking about registrants, 42 00:03:23.000 --> 00:03:28.080 are engagements, are attendees, and you talk about pipeline, you talk 43 00:03:28.120 --> 00:03:30.800 about how many, how much? What was the value of the opts going 44 00:03:30.840 --> 00:03:36.400 to that event? That changes the scenario. So if you want your sales 45 00:03:36.439 --> 00:03:40.759 team to promote a Webinar from a marketing standpoint, you're not better. You're 46 00:03:40.879 --> 00:03:46.120 you're way better off saying that in the last Webinar we had a quarter a 47 00:03:46.159 --> 00:03:51.039 million signed up to that that Webinar. This Webinar, we have nothing that 48 00:03:51.120 --> 00:03:53.360 would resonate. If you say we have to under residence and this in this 49 00:03:53.479 --> 00:03:57.719 in this month we have fifty. I don't think it resonates the same way. 50 00:03:57.919 --> 00:04:00.879 If you talk about pipeline, they'll go I have a lot of ops 51 00:04:00.000 --> 00:04:03.360 at the moment that I'm struggling to move along the line. This webinar will 52 00:04:03.400 --> 00:04:09.360 help them. Clearly my ops aren't aren't connecting with this Webinar yet that's on 53 00:04:09.400 --> 00:04:12.800 my job to do that now. So it kind of it just means we're 54 00:04:12.840 --> 00:04:19.519 speaking the same language and reporting on on ops, value on pipeline is just 55 00:04:19.920 --> 00:04:24.439 it will create more action and it will just allow you and sales to work 56 00:04:24.480 --> 00:04:26.680 a little bit closer together, which, in the end of the day, 57 00:04:26.720 --> 00:04:29.199 is going to benefit the company a lot more. A lot of times in 58 00:04:29.279 --> 00:04:33.360 marketing we're thinking of about resonants externally and when you can just turn that internal 59 00:04:33.720 --> 00:04:38.800 and you think about the same thing we apply externally with with trying to resonate 60 00:04:38.800 --> 00:04:43.439 with the market, trying to resonate internally with stakeholders, it does it changes 61 00:04:43.439 --> 00:04:46.680 the way you have conversation and the words you use. So I love that 62 00:04:46.720 --> 00:04:49.480 as an example. All right, so let's explore two different scenarios. They're 63 00:04:49.480 --> 00:04:54.319 similar in some ways, but virtual events. So you have the Webinar which 64 00:04:54.319 --> 00:04:58.160 you were just mentioning, and then second will go to an event specifically from 65 00:04:58.160 --> 00:05:03.399 a Webinar perspective. As you've really chosen to keep sales intentionally in mind, 66 00:05:03.839 --> 00:05:09.199 how has that begun to affect over all the strategy and then maybe the core 67 00:05:09.279 --> 00:05:15.920 numbers that you're looking to drive? Yeah, so I think from a strategy 68 00:05:15.040 --> 00:05:20.800 perspective you have to think of webinars like I always believe webinars are more middle 69 00:05:20.800 --> 00:05:24.480 of the funnel, if you can get then top of the Fune. I 70 00:05:24.519 --> 00:05:27.720 think sometimes they get kind of pushed into the top of the funnel racket that 71 00:05:27.959 --> 00:05:30.519 they're all about awareness, they're all about bringing people in, but I find 72 00:05:30.920 --> 00:05:35.680 webinars generally aren't the best source to do that. And if you have someone 73 00:05:35.879 --> 00:05:41.839 who's willing to spend an hour of their day listening to what your company has 74 00:05:41.879 --> 00:05:44.560 to say, whether it's on the podcast or Webinar or something like that, 75 00:05:44.879 --> 00:05:47.560 they're quite invested. Like they're they're willing to spend a bit of time with 76 00:05:47.639 --> 00:05:51.000 you. Therefore, they are more middle of the funnel than top. If 77 00:05:51.000 --> 00:05:55.079 they're willing to look at the blog post yet that's top because that will take 78 00:05:55.120 --> 00:05:58.160 them five minutes, but they're willingess to spend an hour, that's more middle. 79 00:05:59.000 --> 00:06:02.040 So it's about thinking in terms of the campaign perspective. It's about thinking 80 00:06:02.079 --> 00:06:10.079 of interesting ways to make that Webinar enjoyable, interesting, but also the middle 81 00:06:10.120 --> 00:06:14.120 of the funnel. That also ties into what your business does, how you 82 00:06:14.160 --> 00:06:16.439 can help people, how you can support them in their roles. So tying 83 00:06:16.480 --> 00:06:21.920 in in that way. And then it's about positioning it into sales and in 84 00:06:23.040 --> 00:06:25.879 order to get if your top goal is to get more pipeline there, like 85 00:06:25.920 --> 00:06:28.920 I talk about, well then you have then you have to sell it into 86 00:06:28.920 --> 00:06:31.959 sales and say this is the reason why they should go to this webinar because 87 00:06:32.000 --> 00:06:36.000 there's this big selling point in it. It's interesting, it's valuable. It 88 00:06:36.079 --> 00:06:41.079 might be a customer speaking about us, it might be someone in the industry 89 00:06:41.120 --> 00:06:46.120 sinking speaking about us. It's just flips it and it's about internally selling it 90 00:06:46.160 --> 00:06:48.519 into sales. But also make sure that you position it as the middle of 91 00:06:48.519 --> 00:06:53.199 the funnel exercise rather than, you know, there's a high level Webinar on 92 00:06:53.279 --> 00:06:58.160 registrants and engagements and people that turn up random. You talk about what what 93 00:06:58.240 --> 00:07:00.959 actually means different. That actually makes it different. What have you done wrong 94 00:07:01.000 --> 00:07:04.439 in the past or maybe seeing others kind of commonly get wrong about their their 95 00:07:04.439 --> 00:07:10.959 Webinar strategy? Yeah, that's an interesting one. I think you can promote. 96 00:07:11.319 --> 00:07:14.000 You can go way too wide, like for sure, like you can 97 00:07:14.079 --> 00:07:21.279 definitely go high level in terms of like what topic will bring a lot, 98 00:07:21.720 --> 00:07:26.040 a lot of people out there, like wide ranging topics. That going back 99 00:07:26.079 --> 00:07:30.399 to the top of the funnel. Right. Yeah, absolutely, and there 100 00:07:30.920 --> 00:07:33.680 none. And what you'll find is they never resonated as much as you want. 101 00:07:33.720 --> 00:07:38.160 Like you, you're way you're way better off going with something specific, 102 00:07:38.399 --> 00:07:43.079 solving a really specific problem and getting the right fifty people there, rather than 103 00:07:43.120 --> 00:07:46.959 getting a thousand people there on a real high level topic and they all walk 104 00:07:46.040 --> 00:07:50.439 away unsatisfied, saying I learned nothing of that Webinar. I would prefer bring 105 00:07:50.879 --> 00:07:57.600 fifty people in on how to do something rather than the hottest keyword of the 106 00:07:57.600 --> 00:08:01.040 week, trying to bring a lot of people in, because if they're willing 107 00:08:01.079 --> 00:08:03.000 to spend an hour, as I said, talking you might as well show 108 00:08:03.000 --> 00:08:05.959 them something of value and something that's going to connect with them, and you're 109 00:08:05.959 --> 00:08:11.319 way better off with fifty valuable people than a thousand people who just came because 110 00:08:11.360 --> 00:08:15.560 it was a hot topic that week. It's about the mistakes I've met in 111 00:08:15.560 --> 00:08:20.399 the past is aiming for big, high numbers that really don't mean anything to 112 00:08:20.480 --> 00:08:24.560 Your Business. Tie It back to what you're trying to do. Build engagement 113 00:08:24.600 --> 00:08:28.639 where you want to build engagement. However, you shared up that handoff, 114 00:08:28.639 --> 00:08:31.159 because I love what you're saying. They're about it's a mid funnel action the 115 00:08:31.200 --> 00:08:35.039 Webinar. I think that's a great way of thinking about it. How do 116 00:08:35.039 --> 00:08:41.399 you sure up the handoff from that Webinar to your sales leaders? Yeah, 117 00:08:41.840 --> 00:08:45.480 the best thing I have found to do is is you just package it afterwards. 118 00:08:45.480 --> 00:08:48.720 So so it's a really big theme and you spent a lot of time 119 00:08:48.759 --> 00:08:54.279 thinking about really interesting way to tie up your products. You found an influencer 120 00:08:54.440 --> 00:08:58.799 that that would speak about it like if it's a customer, it's a big 121 00:08:58.799 --> 00:09:01.720 case study. It's a really like tie it all together. I've always found 122 00:09:01.720 --> 00:09:05.799 the best thing to do with sales afterwards it's almost immediately get ready to produce 123 00:09:07.360 --> 00:09:13.000 a really short brief and so like I would always do a one pager documented 124 00:09:13.000 --> 00:09:16.840 downloadable after that event and pass that to says and say right, here's the 125 00:09:16.879 --> 00:09:20.440 on demand, here's the slides and here's the one page of brief suits every 126 00:09:20.480 --> 00:09:24.320 part of the funnel that they're going after. The one part of the one 127 00:09:24.320 --> 00:09:28.559 pager brief can be really powerful in terms of if they went to the Webinar 128 00:09:28.600 --> 00:09:31.879 and make sure you send them this brief and say this would be great to 129 00:09:31.879 --> 00:09:37.600 send to your boss for securing executives, decision makers. So often you might 130 00:09:37.639 --> 00:09:41.840 do like a quick summary Guy. That's a that's a minute long scan or 131 00:09:41.919 --> 00:09:45.639 a two minute long scan. It's really digestible, but you're just using all 132 00:09:45.639 --> 00:09:48.360 the content from the Webinar. You put a lot of effort into doing this 133 00:09:48.440 --> 00:09:50.879 Webinar. Don't rush off and just do the next one straight away. Like 134 00:09:50.919 --> 00:09:54.720 make sure you make the most of that piece of content and repurpose it. 135 00:09:54.879 --> 00:09:58.840 Repurpose it Um and you could go a long way with an hour long piece 136 00:09:58.840 --> 00:10:03.879 of content before you have to go and do another one. What are what 137 00:10:03.879 --> 00:10:07.600 what's the call to action typically from one of these webinars? I think it's 138 00:10:07.639 --> 00:10:15.600 the for a salesperson. I think it's the discuss it. So you they 139 00:10:15.639 --> 00:10:20.120 went there for so. Say It was a particular problem that you're trying to 140 00:10:20.159 --> 00:10:22.240 solve. Say it was something like this, how to get get better lead 141 00:10:22.320 --> 00:10:28.000 generation from webinars. They came there for salesperson should be reaching out going I 142 00:10:28.000 --> 00:10:31.879 saw you, saw me halls Webinar. It's really valuable talking. It's something 143 00:10:31.919 --> 00:10:35.440 that we can really support on. Would you like to have a conversation about 144 00:10:35.480 --> 00:10:39.279 it? Go through the use case. We have lots of examples in terms 145 00:10:39.320 --> 00:10:46.360 of how to improve that particular area. But we have a following conversation and 146 00:10:46.200 --> 00:10:52.759 often when I talk about that exact brief and that short piece generally, what 147 00:10:52.919 --> 00:10:56.159 you're what sales reps are probably hoping to do is to bring more people into 148 00:10:56.159 --> 00:11:01.960 the conversation and with the exactly if you can kind of tie that together and 149 00:11:01.000 --> 00:11:05.120 say, I know you and your boss, you have this problem, here's 150 00:11:05.159 --> 00:11:07.440 the summary of the Webinar. Would you like Bo like to jump on the 151 00:11:07.480 --> 00:11:11.480 call to discuss it and see how we can support you further? So it's 152 00:11:11.480 --> 00:11:16.480 just continuing the conversation of the Webinar using that topic as a core. You 153 00:11:16.519 --> 00:11:18.919 know, they have interested in this. They went, they spent an hour 154 00:11:18.960 --> 00:11:24.000 in a time and just drag them back in. 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Alright, 170 00:12:41.200 --> 00:12:43.000 let's get back into the show. I know you and your boss you 171 00:12:43.080 --> 00:12:46.879 have this problem. Here's a summary of the Webinar. Would you like, 172 00:12:46.919 --> 00:12:50.720 Bo like to jump on the call to discuss it and see how we can 173 00:12:50.759 --> 00:12:54.600 support you further? So it's just continue in the conversation of the Webinar using 174 00:12:54.639 --> 00:12:58.320 that topic as a core. You know they have interests in that. They 175 00:12:58.320 --> 00:13:01.320 went, they spent an hour in time and let's drive them back in. 176 00:13:01.200 --> 00:13:05.559 I love that with webinars too, because as long as you're not keeping it 177 00:13:05.600 --> 00:13:09.759 to top of funnel, you do, you're hitting on a pain point. 178 00:13:09.240 --> 00:13:15.480 That's giving you information on the people that attend. So then that's all sorts 179 00:13:15.519 --> 00:13:18.000 of content specific for that niche and that's what you want, versus, I 180 00:13:18.000 --> 00:13:20.759 would say, like an event, and we'll get the we'll go to this 181 00:13:20.840 --> 00:13:24.840 in a second, but to me you can generate all sorts of fun momentum 182 00:13:26.039 --> 00:13:28.519 like large scale. Get it just a bunch of people to attend and it 183 00:13:28.559 --> 00:13:33.720 can be a more high level conversation that you can get great social posts out 184 00:13:33.720 --> 00:13:39.120 of. Again, you can you can reuse and repurpose that that event content 185 00:13:39.240 --> 00:13:43.120 in unique ways. But it has to be a different strategy than a Webinar, 186 00:13:43.440 --> 00:13:46.799 because the type of content you're getting from those is very unique. How 187 00:13:46.799 --> 00:13:52.279 do you think of Webinar verse event differently and maybe where it falls in the 188 00:13:52.279 --> 00:13:58.519 funnel. So it depends on what type of events totally. If it's if 189 00:13:58.559 --> 00:14:01.679 it's a ample, like I'm a big believer in kind of round table virtual 190 00:14:01.679 --> 00:14:07.440 events where you might get five six organizations who are trying to sell to or 191 00:14:07.519 --> 00:14:13.399 you might get a couple of customers and a couple of organizations together that want 192 00:14:13.440 --> 00:14:18.960 to have a discussion on a similar topic. For those you're for those type 193 00:14:18.000 --> 00:14:22.360 of events, you're selling a bigger value than the company that you're actually the 194 00:14:22.399 --> 00:14:24.720 software that you're doing. What you're trying to do in those type scenarios is 195 00:14:24.759 --> 00:14:28.639 saying, look at the network we're going to put you in. This is 196 00:14:28.679 --> 00:14:31.240 what best the class look like. If you want to sit around the table, 197 00:14:31.360 --> 00:14:35.480 but people like you have a network, have people to bounce ideas off 198 00:14:35.559 --> 00:14:39.200 of, not just a great software, because we're going to do that anyway, 199 00:14:39.480 --> 00:14:43.519 but here's all the extra things that we can provide you. Webinars to 200 00:14:43.559 --> 00:14:48.120 assent do that. But people love talking to people, and people almost you 201 00:14:48.159 --> 00:14:50.600 know, they want to ask their own questions, they want to get involved 202 00:14:50.600 --> 00:14:56.360 in the discussion round tables and that those type of events can be way more 203 00:14:56.399 --> 00:15:01.559 strategic in terms of getting the people who don't have, of supposedly, the 204 00:15:01.600 --> 00:15:07.200 time and the day to go to a Webinar. Like webinars might be for 205 00:15:07.480 --> 00:15:11.799 a more junior persona and more tactical persona, generally people that want to learn, 206 00:15:11.840 --> 00:15:15.120 people who want to approve on a specific topic. Round tables, I 207 00:15:15.159 --> 00:15:20.120 find there more strategic Um and events like a summit or you might do like 208 00:15:20.840 --> 00:15:24.720 get a small get together of customers. They might be more and they might 209 00:15:24.799 --> 00:15:30.639 bring a higher level of leadership to those, a more VP level or c 210 00:15:30.840 --> 00:15:33.399 suite level. You might be able to convince them to go to those events 211 00:15:33.440 --> 00:15:37.080 because other people of those networks are going to those and they'll get to meet 212 00:15:37.080 --> 00:15:43.519 those people. So I would describe events being almost you can use them to 213 00:15:43.600 --> 00:15:48.759 go after a different persona, where webinars will find it hard to sell. 214 00:15:48.759 --> 00:15:52.120 This is a C suite Webinar. That that can be hard to do. 215 00:15:52.000 --> 00:15:56.960 How have you, how have you specifically and strategically optimized for lead generation from 216 00:15:58.000 --> 00:16:02.039 these from these events. I guess we didn't really give a clear example on 217 00:16:02.039 --> 00:16:03.799 on the webinar either. I should have had you do that, but I 218 00:16:03.840 --> 00:16:07.879 wonder if you want to speak to both of those, because there's ways that 219 00:16:07.879 --> 00:16:11.120 we could be optimizing and I think that's where most of our audience is sitting, 220 00:16:11.200 --> 00:16:14.440 just going like that way. We have these, we have this Webin 221 00:16:14.559 --> 00:16:18.759 army all, we have this event and that follow up and the lead generation 222 00:16:18.879 --> 00:16:22.039 is is clearly what so many of us are after. So one, I 223 00:16:22.080 --> 00:16:26.639 would it's all about. Okay, what that? So one picking the right 224 00:16:26.679 --> 00:16:30.639 topic. That's going to help you an awful lot and that's just obvious. 225 00:16:30.759 --> 00:16:33.759 And and and and my people might say, well, look, that's easier 226 00:16:33.799 --> 00:16:36.559 said and done, but that's the first thing, finding out the pain point, 227 00:16:37.200 --> 00:16:41.120 that they can resolve it. Then it's finding out someone in your network 228 00:16:41.559 --> 00:16:47.200 that can speak about that coherently and who has a network themselves to bring it. 229 00:16:47.440 --> 00:16:52.240 So you might find bringing in a customer of yours, if it's a 230 00:16:52.240 --> 00:16:55.759 big logo, if it's someone who people will resonate, it is in terms 231 00:16:55.759 --> 00:16:59.279 of just their title or their logo that will help you an awful lot. 232 00:16:59.440 --> 00:17:03.200 Like I felt the last it's not even on the topic, is it's just 233 00:17:03.279 --> 00:17:07.319 who's speaking that can really help write the right logo or just the right persona 234 00:17:07.440 --> 00:17:11.759 and said like it could be just someone who has a big network, who 235 00:17:11.839 --> 00:17:15.960 who is well known in that industry. That's a big point. It's well 236 00:17:15.000 --> 00:17:19.599 worked investing in someone who's going to bring that audience and the cost for lead 237 00:17:19.640 --> 00:17:25.000 of getting somebody you might it might be a big cost to get someone on 238 00:17:25.079 --> 00:17:30.880 your Webinar that that that's you know has a big network. But if you 239 00:17:30.920 --> 00:17:33.240 actually break it down that, if those could bring you twenty leads or Turkey 240 00:17:33.319 --> 00:17:37.319 leads or forty leads, that are valuable, they'll probably cheaper than it would 241 00:17:37.319 --> 00:17:41.400 be to advertise it on Linkedin, you know, just having their network together. 242 00:17:41.759 --> 00:17:45.680 We'll tie you together for you. Let me ask you a fall questionnaire. 243 00:17:45.920 --> 00:17:48.880 Yeah, because I think what I'm wondering too, is on that. 244 00:17:48.000 --> 00:17:52.240 We see in podcasting sometimes, like if you get the big guest, even 245 00:17:52.319 --> 00:17:56.440 if you were to somehow get the numbers to go up for that episode, 246 00:17:56.759 --> 00:18:02.480 it doesn't necessarily mean that you're going to dry. I've like people that stay 247 00:18:02.519 --> 00:18:06.960 around because they're only there for that speaker communicator. So how do you balance 248 00:18:07.079 --> 00:18:11.480 that? Because you might get leads on or you might call them leads right, 249 00:18:11.480 --> 00:18:17.240 we might call them M quels because they're there's something in that space where, 250 00:18:17.240 --> 00:18:19.359 Oh, see, we got this big name, but they're not necessarily 251 00:18:19.400 --> 00:18:23.359 there for your company or interested in your product. How do you balance your 252 00:18:23.400 --> 00:18:27.960 thinking on that? And I think I've had this discussion a few times in 253 00:18:29.079 --> 00:18:33.200 terms of sometimes you can go too far out there kind of times into the 254 00:18:33.240 --> 00:18:36.799 very first question you asked me when I've gone too broad. So you might 255 00:18:36.839 --> 00:18:40.440 just pick the really, really big name because you think they have a huge 256 00:18:40.480 --> 00:18:42.880 network and they're gonna bring you tons of m quels or leads, and then 257 00:18:42.880 --> 00:18:48.279 it's so fair to suppose from your product it's it doesn't make any sense anymore. 258 00:18:48.319 --> 00:18:51.920 Once they once they come in. It does a fine balance there that 259 00:18:52.000 --> 00:18:55.079 you need align like you might have to the sacrifice that you're not going to 260 00:18:55.160 --> 00:19:00.079 get the hundreds of thousands of followers connecting with you because of this. You 261 00:19:00.079 --> 00:19:03.480 you might just have to s price to getting the fifty or thirty of the 262 00:19:03.599 --> 00:19:08.680 right people. I always find going with like the huge names, like you 263 00:19:08.680 --> 00:19:12.559 could go with for for anything like the big, big superstars of any industry, 264 00:19:12.640 --> 00:19:17.680 but you're actually better off going with the small consult consultancies that have a 265 00:19:17.680 --> 00:19:21.880 lot of customers that they could just promote it internally into their own networks. 266 00:19:21.920 --> 00:19:27.640 Are just people that have small, very kind of engaged audiences that speak about 267 00:19:27.720 --> 00:19:32.960 really similar top topics that you speak about. That I'd be like, don't 268 00:19:33.000 --> 00:19:37.279 always go for the celebrity kind of state. It's kind of scenario like that 269 00:19:37.440 --> 00:19:42.000 that that's where you get a lot of traffic that don't actually convert long term 270 00:19:42.079 --> 00:19:48.039 and even together. It's all about that repurposement as well, because once you 271 00:19:48.119 --> 00:19:53.559 bring them in on a certain influencer and a certain person, it's about chopping 272 00:19:53.559 --> 00:19:59.039 all that up, doing the exact brief and giving them multiple assets that's kind 273 00:19:59.039 --> 00:20:03.640 of curated from the core asset. So if it's snippets of the Webinar, 274 00:20:03.720 --> 00:20:06.799 if it's an exact brief, it's the follow on piece of content, if 275 00:20:06.839 --> 00:20:10.720 it's a survey we ran during the Webinar, if it's all those little pieces, 276 00:20:11.359 --> 00:20:15.799 that just builds up their touch points and now they're actually yes, they 277 00:20:15.799 --> 00:20:18.440 confer on the first thing, but they also start to convert on the other 278 00:20:18.480 --> 00:20:21.359 things because it's all the same topic, it's all the same stuff. It's 279 00:20:21.400 --> 00:20:25.160 just value add after value add and then hopefully you can bring them on that 280 00:20:25.240 --> 00:20:30.839 journey. Then are you running the same sort of content briefs after an event 281 00:20:32.400 --> 00:20:37.880 where there's maybe more c suite level engagement, or is your strategy? They're 282 00:20:37.920 --> 00:20:42.599 different after an event versus Webinar? Yeah, like I always find the Webinar 283 00:20:42.720 --> 00:20:47.359 is key because it's middle to highs in that like I know I said it's 284 00:20:47.359 --> 00:20:49.400 middle of the funnel, but it's middle to high a suppose, and you 285 00:20:49.480 --> 00:20:52.240 need to bring them a little bit further. I think if you get someone 286 00:20:52.240 --> 00:20:56.359 to an event, it really I don't think an asset is going to support 287 00:20:56.359 --> 00:21:00.559 them there. It has to be a kind of conversation as thank you for 288 00:21:00.599 --> 00:21:03.400 going to that event and get the sales reps to take over. You could 289 00:21:03.400 --> 00:21:08.599 summarize that event for a different audience and kind of bring it in at the 290 00:21:08.640 --> 00:21:11.599 top of the funnel again. But at that point, if they've spent time 291 00:21:11.599 --> 00:21:18.079 in a physical location or in a small virtual group together, well, at 292 00:21:18.079 --> 00:21:22.480 that point it's probably it's important that sales keep nurturing the relationship going forward. 293 00:21:23.039 --> 00:21:26.319 I think this is such a good conversation, because we have to the follow 294 00:21:26.400 --> 00:21:32.279 up process and like what you do there. That handoff makes the Webinar or 295 00:21:32.319 --> 00:21:36.640 the event ultimately like worth it. If you don't do that, that touch 296 00:21:36.720 --> 00:21:38.039 point, well, a lot of us are like, well, you know, 297 00:21:38.119 --> 00:21:41.559 Webinar should just be part of our strategy. Events should just be part 298 00:21:41.599 --> 00:21:45.000 of our strategy, and like sharing that up and then using that content effectively. 299 00:21:45.279 --> 00:21:47.759 To me, I'm always asking questions on that because I don't want to 300 00:21:48.400 --> 00:21:51.359 just do an event for the sake of of event and not recut it. 301 00:21:51.640 --> 00:21:56.599 If there was a how that you were telling people to walk away from this 302 00:21:56.759 --> 00:22:00.480 episode with me, what would you tell people? Go back to your strategy, 303 00:22:00.599 --> 00:22:03.960 go back to what you think of on events and webinars and try this 304 00:22:04.119 --> 00:22:07.640 or or look for this. Are there some questions you would have US maybe 305 00:22:07.680 --> 00:22:14.599 ask as we leave this episode? Yeah, like even one quick tip which 306 00:22:14.680 --> 00:22:18.759 is quite tactical and people who don't use salesforce won't won't connect with it probably, 307 00:22:18.799 --> 00:22:23.079 but if you take like a campaign and salesforce and you say the parent 308 00:22:23.160 --> 00:22:29.519 campaign is is the is the Webinar or the Webinar theme, and then you 309 00:22:29.559 --> 00:22:33.200 have all the child campaigns underneath it, which are the Webinar, the exact 310 00:22:33.200 --> 00:22:37.200 brief, the follow up survey, all the other pieces, and you report 311 00:22:37.279 --> 00:22:41.960 on the top level theme. Forget about the Webinar, report on that theme 312 00:22:41.000 --> 00:22:45.640 as a campaign and all the pieces. And what you will find very quickly 313 00:22:45.720 --> 00:22:49.119 is if you talk about pipeline, you have a quarter million that that connect 314 00:22:49.160 --> 00:22:53.640 with the with the with the Webinar. You'll have double that with the exact 315 00:22:53.680 --> 00:22:57.039 brief. You'll have so much of that with the blog posts. You have 316 00:22:57.119 --> 00:23:02.200 so much of that with the survey. And suddenly it's not just a webinar 317 00:23:02.240 --> 00:23:06.119 anymore and it's like almost a campaign that's all connected. And if you start 318 00:23:06.240 --> 00:23:11.000 to set the campaign, uplight that from the start point and you strategically look 319 00:23:11.000 --> 00:23:15.559 at it going the first point of contact is the Webinar. The second point 320 00:23:15.640 --> 00:23:21.039 contact is an exact brief that's descended to their bosses. Third part is going 321 00:23:21.079 --> 00:23:22.880 to be this high level survey that we're going to send out to a different 322 00:23:22.920 --> 00:23:26.920 audience or something like that. You kind of you start to do like a 323 00:23:27.000 --> 00:23:33.839 full funnel campaign very quickly after one asset that everybody in this audience is probably 324 00:23:33.880 --> 00:23:38.400 doing already, but they just probably don't the iterative parts and they certainly mightn't 325 00:23:38.480 --> 00:23:44.960 report on it globally as one one big campaign. And it'll save time, 326 00:23:45.640 --> 00:23:51.359 they'll save resources and it will also make your content very coherent. You're talking 327 00:23:51.359 --> 00:23:55.799 about the same theme, you're using the same examples. You could literally follow 328 00:23:55.799 --> 00:23:57.440 a step one, step two, step three if you wanted to do that 329 00:23:57.559 --> 00:24:06.440 multitup journey are you have assets for the manager, for the for the for 330 00:24:06.559 --> 00:24:10.480 the man, the senior manager, the VP in the C suite. You 331 00:24:10.480 --> 00:24:14.839 could have the whole suite of that multi touch kind of campaign. Very nicely 332 00:24:14.920 --> 00:24:18.039 done. Um. So that'll be my big takeaway in terms of just how 333 00:24:18.160 --> 00:24:22.680 you structure the campaign and how you even speak about it. Speak About pipeline, 334 00:24:22.920 --> 00:24:26.200 speaking about the campaign as a total rather than all the individual assets. 335 00:24:26.279 --> 00:24:30.400 Yeah, the total and you learn in the internal conversations outside of your department 336 00:24:30.400 --> 00:24:37.160 will be very appreciated and applauded because if you have the total, full picture, 337 00:24:37.559 --> 00:24:40.799 that's a game changer versus just saying Oh, yeah, we're running this 338 00:24:41.039 --> 00:24:45.440 Webinar this week. Right. Well, yeah, like a countless examples of 339 00:24:45.480 --> 00:24:52.640 where we've had a big Webinar, say the housing residents, and the pipeline 340 00:24:52.680 --> 00:24:57.519 was x and then we go to the next Webinar and the resistrants is a 341 00:24:57.599 --> 00:25:02.319 hundred people and I go the pipeline is actually bigger than what the other one 342 00:25:02.400 --> 00:25:06.319 was, and they go like round of applause. It's like that's actually way 343 00:25:06.319 --> 00:25:10.920 better. We prefer more value driven, clearly, and the people that the 344 00:25:10.960 --> 00:25:14.839 fifty people that went to that Webinar, they're more engaged, they're more likely 345 00:25:14.960 --> 00:25:18.000 to convert, they're more likely to pick up on the exact briefs and pass 346 00:25:18.079 --> 00:25:22.119 it to their boss and do the actions that you want them to do rather 347 00:25:22.200 --> 00:25:26.039 than the big high level topic that really just kind of fell away after a 348 00:25:26.079 --> 00:25:30.240 while. Yeah, they leave and you're having to chase leads that are only 349 00:25:30.039 --> 00:25:34.759 half interested. And Yeah, you don't that's that's not optimal by any means. 350 00:25:34.839 --> 00:25:38.759 Right. No, and and it's also if you lead the camp, 351 00:25:38.920 --> 00:25:41.400 if you get in a rhythm of doing it like this as well for sales, 352 00:25:41.440 --> 00:25:45.920 they kind of expect what's coming as well. So they know if they 353 00:25:45.960 --> 00:25:48.359 promote the Webinar, they know the next asset is coming almost immediately and they 354 00:25:48.440 --> 00:25:52.960 kind of like when I would do that internal briefing, I would always say, 355 00:25:52.960 --> 00:25:56.200 look, this is the Webinar but this is what's coming after it. 356 00:25:56.279 --> 00:25:59.960 Almost as like we'll get people there, but what we kind of expect after 357 00:26:00.119 --> 00:26:03.079 this is this type of follow up, and it's under this theme. We 358 00:26:03.119 --> 00:26:06.960 expect them to send it to their boss so they can kind of start to 359 00:26:06.960 --> 00:26:10.240 think about and go yeah, I I agree with this and take the learnings 360 00:26:10.279 --> 00:26:14.000 back from sales and go, yeah, that theme was too high level or, 361 00:26:14.279 --> 00:26:17.359 you know, the exact brief was too long. That that's something that 362 00:26:17.400 --> 00:26:19.640 can come on for three or four pages brief. They said, no, 363 00:26:19.759 --> 00:26:22.680 we just want one page, we only want ten bullet points, and they're 364 00:26:22.680 --> 00:26:26.079 like, okay, if that makes more sense and more people will read it 365 00:26:26.519 --> 00:26:30.880 and you will get more pipeline to read it, happy days. It sounds 366 00:26:30.920 --> 00:26:33.200 great. Well, thank you for breaking this down. For us always trying 367 00:26:33.240 --> 00:26:37.400 to to innovate and and tweak the way that we do this. So I 368 00:26:37.480 --> 00:26:42.359 know there's many of our marketers that are gonna take this conversation and start tweaking 369 00:26:42.400 --> 00:26:45.680 their strategy a bit. So Me Hall, for those that want to stay 370 00:26:45.720 --> 00:26:49.079 connected to you and the work that visible threat is doing, tell us a 371 00:26:49.160 --> 00:26:53.240 little bit about how we can do that. Absolutely so you can definitely connect 372 00:26:53.240 --> 00:26:57.599 with me on linkedin something on McGrath and head a marketing and visible thread Um. 373 00:26:57.720 --> 00:27:00.079 If you want to find out more about this, the thread its physible 374 00:27:00.079 --> 00:27:03.839 thread dot com. I'll tell you a little bit about the product and what 375 00:27:03.960 --> 00:27:08.279 we offer, and it's a marketing based product on many and many regards. 376 00:27:08.519 --> 00:27:15.440 We have slass solution and software solution that grades and scores the readability of any 377 00:27:15.480 --> 00:27:19.240 piece of contents. So whether it's a document or a written piece of text 378 00:27:19.640 --> 00:27:26.039 or showing even a web page, we'll grade that in seconds among things like 379 00:27:26.079 --> 00:27:32.440 readability score, passive voice, and it's all about will your communication land? 380 00:27:32.839 --> 00:27:37.039 So is your communication arriving at the end user and is it readable? Is 381 00:27:37.079 --> 00:27:41.759 it understandable as we create it in terms of that. In many of the 382 00:27:41.839 --> 00:27:45.799 areas we work, we work with like the most complex documents, contracts to 383 00:27:47.079 --> 00:27:51.279 really complex or P S and all this, all these type of documents, 384 00:27:51.640 --> 00:27:56.200 and we're scoring and supporting those people curating those documents to make them legible, 385 00:27:56.279 --> 00:28:03.640 readable often compliant as well, because readability and great levels. Now it's almost 386 00:28:03.640 --> 00:28:06.839 a must. It's not even a we should have this, it's actually you 387 00:28:06.920 --> 00:28:10.440 actually have to have this, has to be readable. But we work on 388 00:28:10.559 --> 00:28:15.319 all types of type of communications and content. So if you'd like to take 389 00:28:15.799 --> 00:28:21.319 a look at vt writer as the product with Fourteen Day free trial that you 390 00:28:21.359 --> 00:28:25.519 can sign up to and you can start making your content more legible, more 391 00:28:25.519 --> 00:28:29.519 readable, more understandable right now and reduce your passive voice. I love it. 392 00:28:29.920 --> 00:28:32.559 Well, thank you for breaking that down. I know there will be 393 00:28:32.559 --> 00:28:36.359 those that will connect with you over on Linkedin as well and uh, we 394 00:28:36.480 --> 00:28:40.319 really appreciate you stopping by B Two B growth today. Me Home. Thank 395 00:28:40.359 --> 00:28:42.720 you so much. Thanks for having me. For All of our listeners, 396 00:28:42.759 --> 00:28:45.759 you can connect with me on Linkedin as well. Just search Benji Block. 397 00:28:47.160 --> 00:28:49.559 Would love to talk with you about marketing, business and life over there. 398 00:28:51.000 --> 00:28:53.400 Want to have as many of these conversations as we can to help fuel your 399 00:28:53.480 --> 00:28:59.079 innovation and your continued growth. So if you aren't already following the show, 400 00:28:59.119 --> 00:29:03.279 you can do that on your favorite podcast platform and uh, connect that way 401 00:29:03.279 --> 00:29:07.319 as well. Keep doing work that matters. We'll be back real soon with 402 00:29:07.400 --> 00:29:22.279 another episode. We're always excited to have conversations with leaders on the front lines 403 00:29:22.319 --> 00:29:26.279 of marketing. If there's a marketing director or a chief marketing officer that you 404 00:29:26.319 --> 00:29:30.079 think we need to have on the show. Reach out email me, Benji 405 00:29:30.160 --> 00:29:34.079 dot block at Sweet Fish Media Dot Com. I look forward to hearing from you