Transcript
WEBVTT
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There's a ton of noise out there. So how do you get decision makers
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to pay attention to your brand?
Start a podcast and invite your ideal clients
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to be guests on your show.
Learn more at sweetfish MEDIACOM. You're listening
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to be tob growth, a daily
podcast for B TOB leaders. We've interviewed
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names you've probably heard before, like
Gary vanner truck and Simon Senek, but
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you've probably never heard from the majority
of our guests. That's because the bulk
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of our interviews aren't with professional speakers
and authors. Most of our guests are
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in the trenches leading sales and marketing
teams. They're implementing strategy, they're experimenting
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with tactics, they're building the fastest
growing BEDB companies in the world. My
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name is James Carberry. I'm the
founder of sweetfish media, a podcast agency
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for BB brands, and I'm also
one of the CO hosts of this show.
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When we're not interviewing sales and marketing
leaders, you'll hear stories from behind
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the scenes of our own business.
Will share the ups and downs of our
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journey as we attempt to take over
the world. Just getting well, maybe
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let's get into the show. Welcome
back to BDB growth. I am your
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host for today's episode, Nikki Ivy, with sweetfish media. Guys. I've
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got with me today Lindsay Cornway,
a WHO is vice president of marketing exonofy.
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Lindsay, how you doing to day
and great, nick, thanks so
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much for having me on the show. I've been looking forward to our chat.
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Me Too. It's going to be
so much fun. First of all,
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I love girl talk, I love
I love to be able to have
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these dogs and I love the topic
that that you selected to bring to us,
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which is this level of excitement that
you have around the resurgence of brand
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marketing in Bab and and how,
within that, you guys are taking a
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more empathetic approach than a lot of
folks mayhet maybe in in your approach to
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to marketing these days. So I'm
excited to dig into that. But before
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we do, let me I would
love it if you would just give us
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a little bit of background on yourself, with you in the folks that Exon
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if I've been up to these days. Yeah, so my name is Lindsay
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and I've been the VP of marketing
here at Exono. Bye for just about
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a year now, but I've actually
been with the company for almost five years,
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which in you know, startup,
scale up world, as an eternity.
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I joined as the director of Brandon
Marketing Communications and I did that role
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for about three and a half years. Then moved into leave the marketing programs
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team and build that out and then
shortly after that I was asked to move
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into the VP role. So have
been doing that for about eleven months.
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So I would say, you know, I'm still a new VP. I'm
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learning the ropes. So it's fun
and exciting and crazy all at the same
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time. But I really love my
job and I have a great team here
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at exonify and what we do is
is well, our platform is a modern
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learning platform and we play in the
corporate learning space and we're built specifically for
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frontline employees. So if you think
about retail associates, call center agents,
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people who work at in plants on
the floor or drivers, field workers,
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you know they don't typically have access
to corporate email and they rely on doing
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their training by reading binders and manuals
and you know, their team huddles and
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stand ups, and what we know
is that just doesn't translate into knowledge and
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behavior change. So what Exoni fight
does is deliver that quick and of learning
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every day. It's a short burst
that's woven into the flow of work and
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it really reinforces the things they need
to know to do their job. So
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it's based in brain science, so
you remember what you've learned and it's fun
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and it's engaging and it's quick and
people just love it and we're seeing,
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you know, really great results with
our customers and we're impacting their businesses by
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really building that workforce who knows and
does the right things. I love it
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so much. Brain Science and fun
in the same sentence. You don't hear
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that very often. But then,
speaking of that, we talked of line
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about what the sort of traditional background
or career trajectory is of folks who end
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up in VP of marketing roles.
And, by the way, congrats on
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your upcoming anniversary in this role.
Thank you. Let me talked about how
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it usually does come from some sort
of maybe dimension, more analytical types of
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roles in what your journey has been. So tell us a little bit about
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what that was like for you.
Yeah, so before I came to Exoni
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Fi, I was lucky enough to
work in another great tech startup, software
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start up in Kitchener Waterloo here in
Ontario, Canada, and I did everything.
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So I did brand, I did
product marketing, social and I really
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got exposure to the entire gamut of
things that, you know, make up
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the whole being, to be marketing
saying. But when I came here to
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exonify, like I said, I
was hired to look after brand and marketing
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communications. So you know, my
path to VP really hasn't been that.
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I don't yeah, like like you
said, they pick usually people who are
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deep into analytics and spreadsheets and numbers
and bead marketing has really become that and
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I just have a totally different view
on things and I'm really a brand marketer
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at heart and I think in today's
world of bed marketing, brand is so
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critically important and really the only way
you can stand out. So you know,
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I'm not the traditional candidate, but
I think, you know, I
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bring a fresh, new perspective to
the teams. Yeah, my vote,
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guys. I approved this message.
So no, but I I like the
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way that you frame that. I
think you're absolutely right with the the I
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guess, the tendency toward the analytics
and all the technology that's supports that and
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what a big space that is.
It's no wonder that that need to be
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marketing has gone this sort of direction. That's become all about what's automated and
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all about what them coomes sort of
formulaic and we're all sort of run in
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the same play because we're always all
got our faces buried in these reports and
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spreadsheets. And listen, not for
nothing does matter, because we're all,
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you know, still trying to achieve
this ultimate goal of revenue growth. That
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just doesn't mean that it can't be
creative, that doesn't mean that it can't
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still be fun and that there can't
still be innovation within that. So talk
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a little bit about how you what
you bring to what you guys do from
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that connective. Well, I think
you know, technology and automation analytics have
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are so helpful in so many ways, but the problem is is that software
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has literally exploded and taken over the
world. I mean there's a platform for
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everything under the sun and there's about
a hundred or a thousand versions of so
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you know, when I think of
my life as a VP, I'm literally
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bombarded by drs all day long.
So you know, they're emailing me,
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they're calling me. I have not
picked up my phone in three years,
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like literally, I don't even know
why I have one because I know it's
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always a Bedr on the other end
of it, like it's just it's too
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much. And I think as mark
leaders and sales people we've done ourselves a
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disservice thinking that people want to hear
from us, you know, like we
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haven't earned someone's time or the right
to ask for their time if they've never
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shown any interest in our solution.
And you know, product features and functionality
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or not, how you stand out. You know, in a world of
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infinite supply and so many platforms out
there, you have to work at your
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brand and making that emotional connection with
people, because at the end of the
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day, people pick partners that they
like, that they want to do business
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with, that they have a connection
with. So you can send automated emails
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all day long, but if you
don't connect with people and legit genuinely want
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to help them, you know,
I think you're in big trouble. Today's
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gross story revolves around search engine marketing. Delphis, a big data platform,
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had hired an agency to manage their
Google adds. A few years ago,
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but they weren't seeing the results they
wanted to see. Being such a technical
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be tob solution, they set out
to find a team that could take on
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their challenge. After countless proposals,
they found the perfect fit directive consulting,
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the B Tob Search Marketing Agency.
And just one week after launching directives campaigns,
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Delphi saw their lead volume double and
their costper lead drop by sixty percent.
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I have a hunch that directive can
get these kind of results for you
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to, so head over to directive
consultingcom and request a totally free custom proposal.
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That's directive consultingcom. All right,
let's get back to this interview.
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Yeah, so it's like you and
I were talking off line about this,
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this dating analogy, which I love. I love dating analogies with respective marketing
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and sales and the one right,
the assuming everybody wants to hear from you
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and then and then talking about what
you have is like you're this guy that's
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walking up. You're like, Hey, I got this nice car outside,
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I make a sixth biggest salary and
you're so, may come for a ride,
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and I know right where. If
it's me right and I'm at a
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bar and I'm wearing like my tshirt
with like Dexter on it. Right,
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the guy that walks up to me
is like makes a joke about that show.
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Right, Oh, I love that
show that you let did you hate
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the season of the series finale,
because I hated it. And now we're
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in a conversation that doesn't have anything
to do with what I'm certain he'll try
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and sell me on at the later
time. Exact it does have to do
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with making that connection. So there's
the there's the hack and there's what you're
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talking about when you say that the
the approach needs to be empathetic versus being
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sort of formulaic and automatic. Talk
a little bit more about some examples of
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where you've done that and gotten it
right or seen that done right. Yeah,
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well, I mean I think you
know indeeded being marketing. For there's
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it's been all about the MQL,
and you know, people come to your
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website and they being sayings, they
consume your content and you think that because
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they've done certain things, they're ready
to talk to you. Oh, yeah,
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she's into me. Yeah, she's
in to me. He wants what
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I'm selling. Is a lot of
the time people are just learning. They're
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not ready to go on that day. You know, they they just want
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to be left alone to do their
thing. And I think, you know,
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so many companies and marketers try to
force people into that conversation. And
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you know, I have this vision
of a world where talk to someone unless
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they've put up their hand and said, yes, I am picking up what
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you're putting down, I'm interested in
your point of view and I want to
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I want to have a chat with
you. I want to hear more about
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what you do and how you might
be able to help. Yeah, so
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like bumble, but for me to
be marketing. I'm sorry, guys,
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listen, I know there's a business
idea in there. I think is this
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idea in there. You only get
to talk to hand raisers. It's that.
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Yeah, but it is like if
we take if we take that and
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apply it it. The reason why
we're having so much fun talking about it
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this way is because the essence of
what we're discussing here is is it does
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come down to humans understanding what other
humans want, versus assuming what other humans
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want and sort of taking your I
listen, I've spent a lot of time
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as the salesperson and they start up
streets. I'm spend one time, you
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know I'm saying, just sitting out
profile pigs trying to see who was trying
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to try and yeah, a,
yeah, it was. It was so
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much work. And then the way
it makes you feel about yourself afterwards is
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you're setting yourself, as a salesperson
in particular, you're setting yourself up for
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so much undue rejection. And then, I think it. I think that
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all of that ends up driving people
who might otherwise be great salespeople, are
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great professionals, out of the industry
all together because you know they were doing
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it this way, that they were
trained to do it, which was all
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built around automation and built around these
formulas, and and getting told no and
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then internalized they well, maybe there's
something wrong with you be and Theybe,
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I'm just not a very good sales
person, when in fact it just was
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that their approach wasn't they weren't taught
in approach that was empathetic enough. So
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I champion what you're talking about.
I love this approach. I I talked
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about a lot on this show about
sales and marketing and really all of bb
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revenue growth being at this inflection point
where we're all figuring out our identity and
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we're in recovery from world culture.
We're recovery from Hustle fors God. Yeah,
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we're getting there. It's okay to
say out loud right that there are
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some people who won't buy what I
have or who don't want to buy what
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I have right now. And the
answer is not going to be just keep
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calling them and just keep said them
more emails, exactly, because you're turning
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people off, is what you're doing, and you're actually hurting your brand.
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And you know what you think?
You know, one of my favorite thought
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leaders on empathetic marketing, Brian Carroll, will always says is that marketing should
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feel like helping, because it is. So tension. Needs to be to
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help people and you know, if
they're not ready to be helped, Ye
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can't help them. So be there, check in. You know, if
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you see people expressing interest in you, reach out, but do it under
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not at the eyes of trying to
sell them something, but to try to
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help them be better. Yeah,
and I think, you know, I
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think things like what you and I
are doing right now, which is having
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this conversation that is really thinking about
what do the people that we want to
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interact with itself, with want.
I think that's a really good way to
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show empathy and show value without filling
somebody's inbox. So I'm really glad that
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you came to talk about this with
us today and and lay this out and
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let me throw all these silly analogies
at you. And now that I have
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would be now that I've successfully picked
a grade and seeing what I could get
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out of it, it is time
for you to tell us about what you
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are putting in it. So tell
us about a learning resource that you've engaged
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with here recently that is either,
you know, informing your approach of this
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just got you excited these days?
Yeah, you know, I think I
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learned a lot from people out there
online and I think linkedin is my by
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far my favorite place to connect with
other people who think the way I do.
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And you know, there are the
usual suspects, like Dave G dreft
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you. Yeah, Kate Adams,
who I think is really great. I
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just listen to her podcast on how
she real a final last night and totally
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loved it. There's also this guy, Chris Walker will, I like.
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Yes, I think he's inside my
head sometimes, like he literally his view
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points on mqls and what we're really
trying to do here and through the opportunity
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for brand marketing. I just I
love his content. Brian Carroll, like
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I said, on empathetic marketing.
I met him at a conference years ago
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and just totally fell in love with
his whole approach. He's he's got some
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great stuff. And then I've read
this really cool book lately called Range,
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and it's about, you know,
being a generalist. It's a specialized world
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and I know there's so much chat
on that and what's better is to in
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you know, if you think about
yourself as a marketer, is it better
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to to go deep and specialize or, you know, be good at a
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lot of things? And I thought
that that book was really interesting and I
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consider myself to be a marketer with
range, which is why I am where
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I am today. So I would
say those are the things that I've been
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consuming lately. I love it.
Thank you for sharing all that. There's
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a lot of overlap. You and
I talked about a mutual that kind obsession.
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But appreciation for women have your heart
is saying or doing it anytime.
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And I recently just discovered Chris Walker
as well, but where does that come
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from? But I love him.
Yeah, like everything he says. I'm
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like boo, like this bumping in
my office, like I feel like you
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read my diary and I've met yeah, totally, totally. Yeah, that's
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thank you. Thank you for sharing
that with us. And now I know,
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Lindsay, that just like me,
everybody listening has become a fast fan
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of yours and they're going to want
to know how they can keep up with
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you. So tell us. How
can folks connect with you? Yeah,
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well, I would say Linkedin is
the best way. Lindsay, Cornwoy a
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on Linkedin. It's French. You
might not know how to spell it,
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but it's CEO. You are no
oyeer. I Bet I'm the only one
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on there, so you should be
able to find me. Yeah, if
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you find another Lindsay, quint why
a? Yeah, tell her what's up.
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Yeah, tell how you said.
What's up, Girl. Hey.
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Yeah, that's right. Yeah,
but this was so much fun. I
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could ask you so many more questions, just about life and marketing in the
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intersection of the two. So they
alusion that we're just going to have to
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have you on again, but for
now I'm going to close it out and
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tell you thank you so much for
coming to being on this show and sharing
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your unique experience and insight with our
listeners. It's really been a pleasure.
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Thanks so much. That thanks thinking. We totally get it. We published
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a ton of content on this podcast
and it can be a lot to keep
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up with. That's why we've started
the BB growth big three, a no
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00:17:11.279 --> 00:17:17.150
fluff email that boils down our three
biggest takeaways from an entire week of episodes.
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00:17:17.589 --> 00:17:22.509
Sign up today at Sweet Fish Mediacom
big three. That sweet fish Mediacom
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00:17:23.309 --> 00:17:23.990
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