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 sweet fish Mediacom. You're
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listening to be tob growth, a
daily podcast for B TOB leaders. We've
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interviewed names you've probably heard before,
like Gary Vannerd truck and Simon Senek,
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but you've probably never heard from the
majority of our guests. That's because the
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bulk of our interviews aren't with professional
speakers and authors. Most of our guests
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are in the trenches leading sales and
marketing teams. They're implementing strategy, they're
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experimenting with tactics. They're building the
fastest growing BEDB companies in the world.
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My name is James Carberry. I'm
the founder of sweetfish media, a podcast
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agency for BB brands, and I'm
also one of the CO hosts of this
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show. When we're not interviewing sales
and marketing leaders, you'll hear stories from
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behind the scenes of our own business. Will share the ups and downs of
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our journey as we attempt to take
over the world. Just getting well,
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maybe let's get into the show.
Welcome back to be tob growth. I'm
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your host for today's episode, Travis
King At sweetfish media. I'm joined today
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by Brennan Mason, Chief Marketing Officer
at bridge connector. Brandon, what is
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up, my friend? Welcome to
the show, Travis. How you doing?
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Awesome, and it's another lovely day
in New York City. have by
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yourself. Same thing down here in
Nashville. Just getting into fall. All
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Nice. Love that fall weather,
right, the sweaters and the Pumpkins and
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the the nice cool weather. Love
it. Yeah, so today you're going
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to be sharing the importance of market
driven messaging with us and I'm super excited
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to hop into that. But before
we do, I'd love for you to
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share with listeners a little bit about
yourself and what you do, and also
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what the team a bridge connector are
up to these days. Sure so,
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I'm Brenna Mason, chief marking officer
bridge connector, and bridge connector is a
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technology company changing the way healthcare communicates, and we do that in a few
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ways. At our core we focus
on connecting disparit systems and healthcare, which
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anyone who's in the healthcare industry and
most of us are, because most of
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us, at least our patients,
understand how disconnected the healthcare system is.
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So what we're doing is offering an
easier solution to connect these systems. That
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can be done with no code.
So typically it shortens the time to value
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a lot more than any other solution
that's been out there on the market.
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And in addition, we do some
work on the application side. We have
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an application that helps to address social
determinants of health for patients. So we're
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starting to find out that, you
know, a patient's Zip code has more
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to do with the their health outcomes
than just what treatment they get. So
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identifying gaps to care, if a
patient doesn't have access to nutrition, is
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food, if they live in the
food desert, if they don't have transportation,
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and being able to connect them directly
of resources that can help. As
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far as the team is going here
right now we're focused on I think,
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like a lot of people are,
on, you know, end of your
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efforts. We're getting into conference season, which is always fun, still a
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big thing in healthcare, and so
I think everyone's running at about a hundred
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ten percent capacity right now. God, I gotta love pushing everything in the
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Max Right, yes, they don't. They don't hate me yet. Awesome.
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So let's let's go ahead and dive
right in. So, yeah,
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could you tell us a little bit
about, you know, what your take
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is on market driven messaging, like
what are your thoughts on that? Like,
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how does this work? What's the
process look like over for you,
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over bridge connector sure. So,
at its core, being market driven and
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having market driven messaging basically means looking
at the people that are actually in the
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market, thinking about what problems you're
trying to solve for them, find out
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who is trying to solve those problems
and crafting messaging and positioning statements this speak
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directly to them. So that is
contrast to where a lot of people start,
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and they start with what does our
product do? What does it do?
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What is it good at? What
does it do better than our competitors?
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And you start with a very feature
of functionality based message, and they're
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always be a time where you have
to talk about the features and functionalities of
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your product or your services, but
starting with the problem and looking at what
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the problem actually means to the market
and not just what it means to you
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and your product teams helps craft messaging
that's a lot more engaging to the actual
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market. So bridge connector hasn't been
around for a very long time. We
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really started in January of two thousand
and eighteen. And one of the things
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we measure against our competitors is average
engagement, if with our content, where
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that's on social media, or click
through rates wherever you're doing promotions. And
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we've bench market this against our competitors
and we typically see a three, two,
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four, sometimes x engagement rate versus
our competitors, and there's a few
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reasons we feel like that is but
one of them is primarily being that we
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speak to the market in a way
that the market wants to be spoken to,
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because we're actually speaking about their problems. We're not just talking about us.
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Got It. And let me ask
you quickly, like when it comes
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to different sorts of you know,
creative, like do you guys put out
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a lot of different creative based on
kind of like the personage that you're looking
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to reach? Like could you talk
to us a little bit about that real
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quick yeah, so, so you
know those personas. We try to see
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what channels and how do they engage
with content and what do they like to
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see? We also challenged a lot
of the norms that there were kind of
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a lot of almost archaic laws or
in about how you had to market in
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healthcare, for example, you can't
use the color red, you can't use
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the color black, you can't have
any levity, and so we challenged a
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lot of that in our creative and
also in just our content, in our
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voice and how we and how we
write, and we saw we a first
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we want to start with a very
distinctive style. You know, if you
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were to look at our style,
we have a lot of ISOMETRIC animations,
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a lot of icons, and that
would typically ten years ago in healthcare would
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be seen as absolutely foe pot can't
do it. It's too fun, it's
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too playful. You have to be
serious. But we have seen amazing feedback
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from people directly out in the market
and our customers that really enjoy reading our
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content. They enjoy they enjoy reading
our content because actually learned something from it.
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They feel good about it. It's
not just the typical kind of white
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paper Ish dullness that you typically see
in this industry. Got It now?
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Thanks so much for going a little
bit deeper on that topic. For us
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that's super helpful and I feel like
a lot of times when you're looking at
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you know, especially measuring things against
like your competitors or kind of what you
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see happening in other places or other
companies, it's funny to look at and
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understand that, wow, like we're
actually doing something really right because we're seeing
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three to five ex the engagement as
other companies in the same space reaching out
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to potentially the same demographic so definitely
want to highlight that really quickly, because
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three to five ex engagement versus your
competitors is definitely something to be proud about.
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Yeah, and I think there's another
part of this that plays into that
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and that our messaging is about simplification
of the problem. So this problem of
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integration healthcare is complicated, it's hard, it's a hard problem to solve,
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but our competitors, I mean out
I don't just want to say our competitors,
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because it's really everyone who talks about
this problem, where it's analyst,
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press, competitors, other vendors,
they lean into that complexity and they talk
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about how impossibly complex this problem is. and not before I was a bridge
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factor, I was at another company
that was trying to build integrations and healthcare
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as well. So I've been around
this a lot and I found both from
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from there and in my early days
of bridge connector, the number one thing
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we lost to when we lost opportunities, was not to be competitor, but
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we lost to inaction. We lost
the status quote, and so my hypothesis
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there was that people are feel too
intimidated to take these projects on. It's
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too scary because they feel like it's
too complex, it's too hard, they
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can do it, it's too big
of a risk. So from when I
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first came on I said I want
people to feel smarter and when they read
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our content, I want them to
feel like this is something they can do,
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not something that's so complex that they
can never do it, and that
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we've had some good feedback from there. I mean, I are are number
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one loss is still to status quote, like I think a lot of people's
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is, but it's at our core
of what we do is creating content that
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makes our customers feel smarter when they
read it and doesn't make them feel like
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this is too hard to do.
For Today's growth story will be talking about
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clear company, a fast growing talent
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decent number of users but they weren't
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Clear Company turned to directive, the
Bob Search Marketing Agency, to help increase
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their overall search visibility for core keywords
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bottom of the funnel leads. After
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first page of Google results, directive
executed a content and digital PR strategy to
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rank clear company number one on the
first page of Google for the high intent
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keyword. In just five months,
that one piece of content generated twenty seven
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demo requests and one thousand nine hundred
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engine marketing, there's a good chance
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get a free customized proposal. All
right, let's get back to the show.
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Got It now? That's super helpful. And what are some ways,
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like other BB marketers can leverage this
sort of thinking or mindset in their organizations?
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Like did you have like a process
that you went through when you kind
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of like, okay, it's time
to take a risk. I know it
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might not work, but we're still
going to do it anyway. Like,
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is there any message that you you'd
want to share with listeners that are thinking
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about taking, you know, potential
risks and their organizations? Sure, I
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would say. You know, the
more data you can go into it,
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the more you temper that risk.
So just asking your customers what speaks to
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them, doing what we call market
interviews, where we go out to people
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in the market, customers, people
we see at trade shows and my favorite
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one, or people we've lost business
to. So when we lose business,
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if we lose an opportunity where they
go with a competitor, they don't do
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anything whatever, we send them a
survey and we want to understand what would
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it's not directly so what we're not
asking what could we have done to when
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Your Business? We're saying what is
valuable to you when you're trying to solve
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this problem, and sometimes that feedback
is almost more valuable than the people who
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are your customers, because you're figuring
out why you're actually losing. And then
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when you're taking a risk and you're
trying to, you know, buck the
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trend and develop messaging the speaks to
the market, you have some backing that
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you've actually done your homework. You
say, listen, I talk to people
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on the market. I've survey two
hundred, I've been on the phone with
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twenty or fifty. I have a
good I have a good guess, Tom
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that this is how we should talk
to how we should talk to this market.
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Got It super helpful, Super Helpful
and definitely I'm curious. Would you
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mind sharing like a recent story where
that kind of, you know, worked
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out either in your favor or not
in your favor, like either way the
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listeners can like latch onto and kind
of hear about, Oh wow, like
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this is how Brennan just implemented this
same exact strategy at bridge connector. Sure,
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so if early days, you know, you don't always have every tool
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you want. In the early days
it was literally just hitting the phones and
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just getting on the ground, going
to events and talking to people who are
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in this market and understand it and
getting that feedback is very unstructured, it's
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very nebulous. So sometimes when we
were actually going going to actually coalesce that
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information and make it a little bit
more structured was very challenging. So we
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implemented that an actual formal survey tool
that we now use to gather feedback so
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we can actually report on this feedback
measure it, rank ourselves, see what
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people are talking about, and that's
been that's been I mean it's early stage,
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very early stage, but it's been
very successful so far to help get
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past some of the nebulousness and the
gray area of being very unstructured into growing
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up a little bit and doing it
it's a little bit more structured way.
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And I think there was a lot
of pushback at first, particularly with reaching
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out to people that we lost business
to. Feedback was we shouldn't talk to
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them, they don't like us,
they're never going to respond. But our
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response rate for closed loss surveys is
north of seventy five percent. It's very
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surprised. Yeah, it's very sick. Well, we do offer. So
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we offer them a little bit of
a say hey, you know, we'll
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give you a little gift card.
So we give them a little honey to,
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you know, to get a response
and we also just persist a little
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bit. And the way we position
it is, you know, it's not
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a salesperson reaching out, it's not
a marketing person reaching out, it's a
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product person. Say Hi, I'm
with the product team. I'm here to
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make sure our product solves problems for
people like you, and to do that
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you could really help me out by
taking this five minute survey and I'll send
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you a gift card. You'd be
very surprised how often people would respond,
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especially if you ask them more than
once. I think a lot of people
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ask once and then give up fast
and two, three, four, you
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know, five, six times.
You'd be surprised, with a little bit
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of persistence, in a little bit
of honey, what people actually do for
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you. And most of the time
they're talking about things that they're actually passionate
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about. You know, they're passionate
about solving the problems. That's why they
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are where they are in their organization. You know, these are typically executives
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at health your organizations, and they
love, love to let vendors know what
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they're doing wrong. That's a fact
I always I always feel like a lot
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of times sometimes you never know what
happens, but that that one moment that
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you have to share just to give
your feedback. A lot of people jump
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at that and it's awesome that you
guys are are being very tactive ful about
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it. And who's actually out reaching
to this person, because right like if
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you're using a salesperson or marketer,
they're still going to feel like there's some
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sort of sales or transaction involved in
the relationship, whereas using a product person,
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it's very, very, how do
I say this? It's someone that
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they're not going to have their guard
up against simply because they're just trying to
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do their job better. And so
I find that super valuable and such a
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such a God. To Nugget from
here the last section really quickly is just
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kind of like the learn something new
part, because one of our core values
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here at sweet fish is never stopped
learning. So, unless you have anything
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to add to that thought, I
don't want to. I don't jump in
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too quickly now. I think.
I think it's fine, awesome. So
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bb growth has always been about highlighting
tactics and strategies bb leaders can apply to
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their own teams to achieve explosive growth. So, Brennan, we'd love to
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hear from you what a new marketing
strategy that your team is currently trying or
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thinking about in the near future.
This is not new, but it's more
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of a revival of an old we
have a couple I call them experimental because
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you know, these results are or
measure over a long term direct mail campaigns
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that we are very, very excited
about, which I know might be surprising,
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but we're kind of taking direct mail
and flipping on its head and what
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we're doing is carving off target accounts. This is usually part of an account
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based marking effort and sending things that
are UN ignorable, something so interesting that
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they have to pick it up,
they have to open it, they have
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to engage with it, and we'll
do this before conference. For example,
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we have a conference coming up where
we'll be sending a big travel themed box
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with kind of a fake passport where
the where the recipient can there's a few
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stops on the passport and they can
go round to these stops and get stamps
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and get passport stamps. If they
get, you know, three out of
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six passport stamps, then they get
entered to win something or they get,
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you know, a little piece of
swag. And these stops to these passport
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stamps are you know, watch a
demo, join us for dinner, you
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know, retweet something on social media, and we've seen a almost, I
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mean it just a hugely surprising amount
of engagement and excitement around this direct mail,
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but say it's kind of taking direct
mail and just flipping on its head
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a little bit. I love that. It's almost like a little mini game.
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It is, I mean it's fun. I mean it's fun to because,
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you know, it's very rare that
you get something mail do you,
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especially at the office, that you're
genuinely excited about and that is fun and
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breaks up your day a little bit. That's a fact. Most things that
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you get mail to you at your
office actually are nothing. Most people don't
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get mail with their office. Now
I think about it. Yeah, man,
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no, thanks so much for sharing
that. That that go to nugget,
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because I think that's a strategy or
tactic that a lot of people can
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definitely apply, especially when they're thinking
about conferences and how to differentiate their companies
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in the market compared to their competitors, and definitely think it's super helpful and
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super valuable for people to, you
know, take away and and just think
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about next time they're going to a
conference, how can you engage your,
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you know, prospects and your top
prospects at that in a playful way,
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not just to hey, I know
you're going to be at the conference,
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like would you want to talk or
connect. How about what if we played
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a game together? Like we have
a little mini group of people that are
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also doing the same passport sticker collecting
activity, and it would be cool if
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you guys did it together like that
would be fun. You make friends with
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people you don't know from other companies, but at the same time you're also
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actively doing things that involve human connection, which is, in my eyes,
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it's one of the priceless formulas that
you can definitely use to bring prospects to
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build more trust with you. So, Brendon, this has been, you
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know, such a great and impactful
conversation, so thanks so much. You
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know number one for hopping on and
if listeners want to stay connected with you
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or follow up to ask any other
questions on this topic, what's the best
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way for them to connect with you? You can always visit bridge connectorcom check
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out some of the stuff for creating
particularly our resources arey. I know I
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talked a lot about our content today
and I being one. Ever wants to
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reach out to me directly, they
can always email be mason a bridgeankcom.
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I'm happy to talk to anybody.
Thanks, Brandon. We really appreciate you
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being on the show today. Thanks, Travis. I appreciate it. We
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totally get it. We publish a
ton of content on this podcast and it
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00:18:52.569 --> 00:18:55.690
can be a lot to keep up
with. That's why we've started to be
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00:18:55.839 --> 00:19:00.039
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no fluff email that boils down our three
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biggest takeaways from an entire week of
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