1144: 3 Essential Phases of a Marketing Team when Creating a New Category w/ David Chiapoco

WEBVTT 1 00:00:00.320 --> 00:00:05.639 Looking for a guaranteed way to create content that resonates with your audience? Start 2 00:00:05.679 --> 00:00:10.589 a podcast, interview your ideal clients and let them choose the topic of the 3 00:00:10.710 --> 00:00:15.109 interview, because if your ideal clients care about the topic, there's a good 4 00:00:15.150 --> 00:00:18.989 chance the rest of your audience will care about it too. Learn more at 5 00:00:19.030 --> 00:00:27.460 sweet fish Mediacom. You're listening to be tob growth, a daily podcast for 6 00:00:27.579 --> 00:00:31.820 B TOB leaders. We've interviewed names you've probably heard before, like Gary vanner 7 00:00:31.859 --> 00:00:35.659 truck and Simon Senek, but you've probably never heard from the majority of our 8 00:00:35.700 --> 00:00:40.689 guests. That's because the bulk of our interviews aren't with professional speakers and authors. 9 00:00:41.289 --> 00:00:44.689 Most of our guests are in the trenches leading sales and marketing teams. 10 00:00:44.929 --> 00:00:49.929 They're implementing strategy, they're experimenting with tactics, they're building the fastest growing be 11 00:00:50.039 --> 00:00:53.600 tob companies in the world. My name is James Carberry. I'm the founder 12 00:00:53.640 --> 00:00:57.359 of sweet fish media, a podcast agency for BB brands, and I'm also 13 00:00:57.399 --> 00:01:00.880 one of the CO hosts of this show. When we're not interviewing sales and 14 00:01:00.960 --> 00:01:03.590 marketing leaders, you'll hear stories from behind the scenes of our own business. 15 00:01:04.030 --> 00:01:07.430 Will share the ups and downs of our journey as we attempt to take over 16 00:01:07.469 --> 00:01:19.140 the world. Just getting well? Maybe let's get into the show. Welcome 17 00:01:19.219 --> 00:01:23.260 back to be to be growth. I'm your host for today's episode, Travis 18 00:01:23.299 --> 00:01:30.140 King, at sweet fish media. I'm joined today by David Tiapocol global VP 19 00:01:30.260 --> 00:01:33.409 of marketing at aquium. David, what's going on, my friend? Welcome 20 00:01:33.409 --> 00:01:36.010 to the show. Hey, thanks, Travis, happy to be here. 21 00:01:36.489 --> 00:01:38.769 Awesome. So today you're going to be sharing, you know, a little 22 00:01:38.810 --> 00:01:44.409 bit about your process and journey for you know how you've taken equium's team from 23 00:01:44.450 --> 00:01:49.599 zero to this gross stage that you guys are currently operating in, and would 24 00:01:49.640 --> 00:01:53.239 love to give everyone a little bit of context and for you to share with 25 00:01:53.359 --> 00:01:57.120 listeners a little bit about yourself and what you in the team equium are up 26 00:01:57.159 --> 00:02:00.319 to these days. Yeah, absolutely, no problem. I actually just came 27 00:02:00.359 --> 00:02:06.390 back from, as you know, a week of intense inventing. I guess 28 00:02:06.829 --> 00:02:10.550 we had a major conference last week. The pretext so literally refined this pitch, 29 00:02:12.189 --> 00:02:15.030 an explanation of aquium. Over the last couple of days. However, 30 00:02:15.110 --> 00:02:19.219 it's completely different audience. That's I'm going to I'm going to talk about acquaium 31 00:02:19.620 --> 00:02:23.139 to someone that doesn't know about real estate whatsoever. So we work in the 32 00:02:23.300 --> 00:02:28.860 office, Commercial Office, but vertical and real estate. Our platform is what 33 00:02:28.939 --> 00:02:31.729 you call a tenant experience platform. What that really means is, as a 34 00:02:31.770 --> 00:02:37.210 landlord, your main derogative is to attract tenants and keep them in your commercial 35 00:02:37.250 --> 00:02:39.810 office. That's how you make money. Over the last I would say, 36 00:02:40.009 --> 00:02:46.840 decade there's been an arms race with landlords to attract and at out compete the 37 00:02:46.919 --> 00:02:51.400 market, to to attract tennis to their buildings over the other competition. And 38 00:02:51.560 --> 00:02:54.400 so the latest trend that we have kind of spearheaded is called tenant experience and 39 00:02:54.479 --> 00:02:59.550 that what that really means is adding a enities and services to your building, 40 00:02:59.669 --> 00:03:04.550 everything from lockers, you might see this in your own office buildings, lockers, 41 00:03:04.590 --> 00:03:07.789 dry cleaning, food and beverage, fitness classes, you name it. 42 00:03:08.509 --> 00:03:15.699 lanners today are competing over that and adding value to their buildings to attract their 43 00:03:15.780 --> 00:03:20.020 tenants. We provide that platform. So we have an APP, a tenant 44 00:03:20.020 --> 00:03:23.659 experience apt that we customized for landlords that we can add in whatever amenities and 45 00:03:23.699 --> 00:03:28.650 services to went offered their tenants. We run that for them so they don't 46 00:03:28.689 --> 00:03:32.370 have to do a lot of the operational costs of running services and amenities. 47 00:03:32.650 --> 00:03:37.729 We deliver that to their tenants and their tenants get it for free as a 48 00:03:37.770 --> 00:03:40.479 value add. We also do the engagement, so all the hard marketing for 49 00:03:40.639 --> 00:03:45.520 basically a mark a full marketing agency. We do event management, content editing, 50 00:03:46.080 --> 00:03:47.759 strategy, you name it, to deliver all that to landlords. So 51 00:03:47.800 --> 00:03:52.560 they don't have much to worry about. They just need to think about her 52 00:03:52.560 --> 00:03:55.030 strategy and we delivered for them. As I told you prior you know, 53 00:03:55.150 --> 00:03:59.069 we started off in Australia eight years ago. We had a we had a 54 00:03:59.110 --> 00:04:02.069 team of two. I was the second employee then and we've been in a 55 00:04:02.229 --> 00:04:06.550 privileged position to grow that, grow the company to about two hundred globally, 56 00:04:06.870 --> 00:04:15.180 from one country in Australia to now three markets with offices in the US, 57 00:04:15.300 --> 00:04:19.620 UK and Australia also Manila. So I've been in a privleged position to kind 58 00:04:19.620 --> 00:04:25.529 of see the company grow and every stage and as a marketer to grow and 59 00:04:25.649 --> 00:04:29.610 knowledge as well, and I work with a lot of people and actually see 60 00:04:29.850 --> 00:04:34.129 an industry grow protect that is from nothing to what it is now, which 61 00:04:34.129 --> 00:04:41.240 is one of the hottest vertical skin in a text fear. Awesome. Thanks 62 00:04:41.240 --> 00:04:44.360 so much for that context. Super Helpful to, you know, get that 63 00:04:44.439 --> 00:04:47.000 background and kind of hear a little bit about your story. Yeah, no 64 00:04:47.120 --> 00:04:51.519 problem. So diving into the show, I'm very curious, David, like 65 00:04:51.839 --> 00:04:56.589 what was it like? Like what sorts of things did you have to do 66 00:04:57.029 --> 00:05:00.910 early on to get equium strategies and marketing campaigns off the ground? Like what? 67 00:05:01.029 --> 00:05:03.949 What did you do well? To be honest, this is one of 68 00:05:03.990 --> 00:05:06.740 the main things. I like. The reasons why I wanted to do is 69 00:05:06.860 --> 00:05:12.579 podcast, Travis is. I really wanted to help other marketers out there who 70 00:05:12.620 --> 00:05:15.939 has who might be going through this journey. I know how hard it is 71 00:05:15.060 --> 00:05:20.610 sometimes to find people or just advice on and different stages because you're so knee 72 00:05:20.649 --> 00:05:25.810 deep in it. So yeah, in terms of the first stage, and 73 00:05:25.850 --> 00:05:29.089 I'm talking about bootstrap stage, like literally whinners, like two of you, 74 00:05:29.129 --> 00:05:32.129 a team of five. If I could distill it to one thing that we 75 00:05:32.209 --> 00:05:38.560 did right, and that is basically to focus on your first customers. Your 76 00:05:38.600 --> 00:05:43.959 actual marketing resources in that first couple of months really should be once you had 77 00:05:44.000 --> 00:05:48.399 your first customer and, you know, assuming you've done your your foundational customer 78 00:05:48.439 --> 00:05:55.750 research and Product Design to find, you know, your customer problem product fit 79 00:05:56.069 --> 00:05:58.709 all that stuff. Once you have a first customer, the first thing you 80 00:05:58.790 --> 00:06:01.269 really have to do is focus on that first customer. All your marketing resources 81 00:06:01.509 --> 00:06:06.019 should just be to focus on making sure that customer loves your product, understanding 82 00:06:06.660 --> 00:06:11.740 where things aren't working, helping your product team, which is literally the guy 83 00:06:11.860 --> 00:06:15.060 next to you probably, to figure out, you know, the next feature 84 00:06:15.500 --> 00:06:17.689 and how to improve it, and then they you know when things are going 85 00:06:17.889 --> 00:06:24.129 well. Utilize that first customer as your first case study to fuel your next 86 00:06:24.649 --> 00:06:27.970 your next customer. And then on the other side, I would say eighty 87 00:06:28.009 --> 00:06:31.170 percent of your resources should be on just that, literally making sure that first 88 00:06:31.170 --> 00:06:36.079 customers happy, and then the other side you should have a hustlers that's that's 89 00:06:36.319 --> 00:06:40.600 as they say, and really you should just be holding your pitch up at 90 00:06:40.639 --> 00:06:44.160 the stage and making sure it's tight, that your messaging is on point. 91 00:06:44.240 --> 00:06:48.189 And that really comes down to also creating a loop between your first customer, 92 00:06:48.230 --> 00:06:53.910 understanding how they kind of describe your product, understanding why they got they got 93 00:06:53.990 --> 00:06:57.670 you in the first place because they're they're the early doctor. Use Their language 94 00:06:58.310 --> 00:07:01.420 to attract your next customer and then just hone that pitch in the first couple 95 00:07:01.699 --> 00:07:05.939 first couple of months, and then hopefully you nail down your next customer and 96 00:07:06.100 --> 00:07:10.819 maybe even get the attention of an investor or two. So it sounds like 97 00:07:11.379 --> 00:07:15.209 focusing on your first customers and ensuring you have some sort of product market fit 98 00:07:15.689 --> 00:07:20.769 and then building upon that each step of the way. Absolutely, I mean 99 00:07:21.089 --> 00:07:26.649 we did it even have a full time of team when we started. We 100 00:07:26.730 --> 00:07:31.040 were literally testing ideas as we as we went through. So from one pitch, 101 00:07:31.639 --> 00:07:33.959 you know, you would discover, Oh hey, if you guys had 102 00:07:34.040 --> 00:07:36.319 this featured, then we would, you know, we would be super interested. 103 00:07:36.800 --> 00:07:43.040 We would literally do have a loop where our our CEO, Gab and 104 00:07:43.160 --> 00:07:46.670 I would sit down and be wouldn't mock up the next kind of idea and 105 00:07:46.750 --> 00:07:49.069 then we would pitch that back to them or to the next person and we 106 00:07:49.350 --> 00:07:58.069 kind of created an agile, quasi product management lout and then eventually, eventually, 107 00:07:58.069 --> 00:08:01.420 we got to to a place where, you know, it made sense 108 00:08:01.500 --> 00:08:03.740 and people were like yeah, that's that's the thing we wanted. So just 109 00:08:05.019 --> 00:08:07.660 just being really agile and obviously a lot of people focus, I don't know, 110 00:08:07.699 --> 00:08:11.379 I've seen people focus on their branding at this stage and your brand, 111 00:08:11.459 --> 00:08:16.170 your website, your quality of your website, it doesn't matter at this point. 112 00:08:16.209 --> 00:08:18.250 You should just focus on your current customers and honing that pitch and messaging. 113 00:08:18.850 --> 00:08:22.129 Got It. So now that makes someone sense, especially for the the 114 00:08:22.209 --> 00:08:28.160 early stage, bootstrapped listeners or the people that might be working with smaller teams 115 00:08:28.199 --> 00:08:31.720 right now that only have, you know, one or two, maybe even 116 00:08:33.320 --> 00:08:35.679 not even a fulltime marketing resource on their team at the moment. Yeah, 117 00:08:35.960 --> 00:08:41.549 we love that bootstrap stage mindset. They just locus through. That's it. 118 00:08:41.230 --> 00:08:45.309 And as we moved down to, I guess, to the second part of 119 00:08:45.710 --> 00:08:50.309 kind of like your journey, what sort of things did you do differently at 120 00:08:50.549 --> 00:08:54.309 you know now this you went through bootstrapping. Now you guys are in, 121 00:08:54.629 --> 00:08:58.419 I guess, startup mode, if you will, and you have a couple 122 00:08:58.419 --> 00:09:01.779 of customers. Could you talk to us a little bit about how that differs 123 00:09:01.820 --> 00:09:05.500 from the early stage you just mentioned? Yeah, no problem. You know, 124 00:09:05.700 --> 00:09:09.690 I don't know how how common this is, but what one think? 125 00:09:09.809 --> 00:09:16.090 One thing I would recommend marketers, or it's probably your head of design or 126 00:09:16.490 --> 00:09:18.129 it's, as you said, a lot of a lot of people are doing 127 00:09:18.450 --> 00:09:22.370 multiple roles to the stage of the company. One thing that we went through 128 00:09:24.129 --> 00:09:28.759 is I effectually, I effectively became a product manager at this stage and I 129 00:09:28.879 --> 00:09:33.240 would advise marketers at this stage to do at the very least some research and 130 00:09:33.559 --> 00:09:39.110 education on how products are designed. I went through like a ten week course 131 00:09:39.230 --> 00:09:43.990 with with a company just to learn, and I have like a minor degree 132 00:09:45.070 --> 00:09:48.429 or whatever certificate in it, and I met a whole bunch of other product 133 00:09:48.470 --> 00:09:52.309 managers, even though I wasn't a full time product manager. That really helped 134 00:09:52.350 --> 00:09:56.860 understand the theory, which is, you know, which is common now, 135 00:09:56.980 --> 00:09:58.139 but back then, it's seven years ago, it wasn't, which is, 136 00:09:58.340 --> 00:10:01.620 you know, you need to talk to your customers, and it seems basic 137 00:10:01.740 --> 00:10:07.570 now, and understand how they their pain points and then arranging your messaging against 138 00:10:07.690 --> 00:10:09.690 that, because you really at this, at this stage, this is your 139 00:10:09.690 --> 00:10:16.529 opportunity to really refine not just product market fit, but your company customer fit, 140 00:10:16.610 --> 00:10:22.679 which is kind of how to create your messaging to fit what your target 141 00:10:22.720 --> 00:10:28.039 market is, absolutely speaking internally, to make them understand very quickly your value 142 00:10:28.080 --> 00:10:31.879 proposition. So I that's this is unusual, but I basically became a product 143 00:10:31.879 --> 00:10:35.190 manager. I looked at how products are design. I looked at tickets, 144 00:10:35.350 --> 00:10:39.149 looked at prioritizing features, I worked with a product team very closely, and 145 00:10:39.350 --> 00:10:43.230 what this really helps you is eat at this stage is to create a feedback 146 00:10:43.309 --> 00:10:48.549 loop. Be Clean. Everyone is dealing with your customers, so that's support 147 00:10:48.590 --> 00:10:54.019 your support team, your accounts team, your sales teams, and to be 148 00:10:54.179 --> 00:10:58.740 in consistent conversation with these guys to basically continue to refine your messaging out in 149 00:10:58.860 --> 00:11:05.690 market. At this stage, I would super highly advise everyone to just to 150 00:11:05.809 --> 00:11:09.529 create the foundations, to just build a key understanding of your customers. I 151 00:11:09.610 --> 00:11:13.889 think that's paramount. It's foundational. It's true. This is your chance to 152 00:11:13.970 --> 00:11:20.039 really understand and map out your your buyer process, your bier influencers. You 153 00:11:20.080 --> 00:11:24.279 don't have a lot of competition right now at this stage, so this is 154 00:11:24.320 --> 00:11:28.799 your opportunity to really understand a full buy your journey, figure out your you 155 00:11:28.840 --> 00:11:33.429 can start building your funnel, figure out where your customers are spending most of 156 00:11:33.470 --> 00:11:37.149 their time. This is a nice window and you should take advantage of this 157 00:11:37.230 --> 00:11:39.230 window. It'll probably only last about a year or so. If you're doing 158 00:11:39.269 --> 00:11:43.629 well in the market, with a lot of demand a potential, so take 159 00:11:43.669 --> 00:11:48.059 advantage, and my main advice is to really, deep, deep dive. 160 00:11:48.139 --> 00:11:54.860 It's into your customer understanding and their process. Hey, everybody, logan the 161 00:11:54.899 --> 00:11:58.860 sweet fish here. You probably already know that we think you should start a 162 00:11:58.940 --> 00:12:01.570 podcast if you haven't already. But what if you have and you're asking these 163 00:12:01.690 --> 00:12:07.490 kinds of questions? How much has our podcast impacted revenue this year? How 164 00:12:07.610 --> 00:12:11.250 is our sales team actually leveraging the PODCAST content? If you can't answer these 165 00:12:11.289 --> 00:12:16.440 questions, you're actually not alone. This is why I cast it created the 166 00:12:16.519 --> 00:12:22.279 very first content marketing platform made specifically for be tob podcasting. Now you can 167 00:12:22.399 --> 00:12:28.519 more easily search and share your audio content while getting greater visibility into the impact 168 00:12:28.639 --> 00:12:33.710 of your podcast. The marketing teams at drift terminus and here at sweet fish 169 00:12:33.909 --> 00:12:37.070 have started using casted to get more value out of our podcasts, and you 170 00:12:37.230 --> 00:12:41.669 probably can to. You can check out the product in action and casted dot 171 00:12:41.750 --> 00:12:50.860 US growth. That's sea St Ed dot US growth. All right, let's 172 00:12:50.860 --> 00:12:56.220 get back to the show. Got It. Love that because it definitely is 173 00:12:56.299 --> 00:13:01.409 a an unconventional way to get what you need and the not I'm not sure 174 00:13:01.450 --> 00:13:03.730 how many people are thinking outside of the box like you just mentioned, and 175 00:13:05.409 --> 00:13:09.610 becoming another role and going and get the actual training to where you took a 176 00:13:09.690 --> 00:13:15.080 ten week course to learn a skill in an area that you typically wouldn't but 177 00:13:15.559 --> 00:13:18.159 you knew it would actually add value to what you were doing going to Dada. 178 00:13:18.200 --> 00:13:20.720 So Kudos to you for doing that, David. You know, it 179 00:13:20.840 --> 00:13:24.519 was interesting for sure, and it really helps you talk to the product team 180 00:13:24.519 --> 00:13:26.120 as well, right, because that way you're you know, you're learning how 181 00:13:26.149 --> 00:13:31.590 to speak their language mainly through the class and then if you don't, you're 182 00:13:31.669 --> 00:13:33.350 in the room with those people on your team, so then they could also 183 00:13:33.389 --> 00:13:37.350 help you through the process as well. So it's kind of like a double 184 00:13:37.190 --> 00:13:43.500 tongues Wester, learning twice, because you're learning it in class but then you're 185 00:13:43.500 --> 00:13:46.500 also doing it in practice. That works, so you're going to be able 186 00:13:46.539 --> 00:13:50.059 to learn and understand, you know, that topic of product marketing and being 187 00:13:50.059 --> 00:13:54.340 a product manager to x versus only taking a course or only being in the 188 00:13:54.379 --> 00:13:56.850 room. So really love that. And as we as we wrap up and 189 00:13:56.970 --> 00:14:01.490 get, you know, to the final stage, what are you doing now 190 00:14:01.730 --> 00:14:07.330 differently that you weren't doing in those first two stages? So I think the 191 00:14:07.450 --> 00:14:09.720 main thing in this stage, which is your high growth stage, and you 192 00:14:09.799 --> 00:14:13.399 know this is when you're starting to see competitors. For us, we're in 193 00:14:13.480 --> 00:14:18.039 three countries now and each country has their own set of competitors. To me, 194 00:14:18.360 --> 00:14:22.159 and I don't know how many monket on marketers in my and my industry 195 00:14:22.600 --> 00:14:26.429 believe in this as strongly, but I strongly advise and importance of messaging at 196 00:14:26.509 --> 00:14:31.110 this stage. Messaging is key, in my opinion, and brand and messaging 197 00:14:31.509 --> 00:14:39.259 is our interconnected brand's kind of the overall feeling that you want your customers to 198 00:14:39.299 --> 00:14:43.419 feel about your company, products services. Messaging is the at the words component, 199 00:14:43.740 --> 00:14:48.259 it's the contents, the copywriting, if you want to distill it to 200 00:14:48.299 --> 00:14:52.620 something as simple as that, but it's the strategy of conveying your message, 201 00:14:52.129 --> 00:14:58.049 connecting with your customers, understanding how they speak about your products, about their 202 00:14:58.090 --> 00:15:01.809 pain points, and kind of reflecting that back to them and, beyond that, 203 00:15:03.129 --> 00:15:07.519 positioning your product or services in their minds in the simplest way possible whereby 204 00:15:09.120 --> 00:15:11.759 you know they get it within seconds of going your website, they get it 205 00:15:13.559 --> 00:15:16.759 within seconds of talking to you in a booth and a conference or passing by 206 00:15:18.000 --> 00:15:22.190 or looking at your flyer. They understand your value proposition, they immediately want 207 00:15:22.190 --> 00:15:26.309 to talk to you. That is one thing that's the paramount to me, 208 00:15:26.389 --> 00:15:30.509 and I feel like at this stage, when you have competitors, it's more 209 00:15:31.309 --> 00:15:35.139 your competitors are doing your marketing for you to expand, especially if you're creating 210 00:15:35.179 --> 00:15:39.899 new category like we are, something that hasn't existed before. Competitors up can 211 00:15:39.940 --> 00:15:45.500 only help each other ultimately, because you're promoting your your vertical, your new 212 00:15:45.659 --> 00:15:50.289 your new product. So you should really just focus on making the the case 213 00:15:50.850 --> 00:15:54.529 to your part customer to choose you over your custom over your competitors at the 214 00:15:54.570 --> 00:16:00.809 station. and to me, the real weapon in that is a really strong 215 00:16:00.970 --> 00:16:03.809 brand in messaging strategy. So we really invested in a lot in that in 216 00:16:03.889 --> 00:16:06.919 the last two years. We feel that we're still ahead of the game of 217 00:16:07.039 --> 00:16:11.120 competitors and the main reason for that is a superior messaging strategy got it. 218 00:16:11.440 --> 00:16:17.080 So brand and messaging are literally the keys here, because when you're creating new 219 00:16:17.159 --> 00:16:22.269 category like you just mentioned, everyone's essentially building up awareness around the topic and 220 00:16:22.429 --> 00:16:26.509 category, but then the way that you get your customers is through your messaging 221 00:16:26.590 --> 00:16:30.750 and brand. I yeah, I believe so, and also don't be arrogant 222 00:16:30.789 --> 00:16:36.580 in your messaging. Don't assume that people understand any fancy words you've created. 223 00:16:37.179 --> 00:16:41.220 You simple words just reflect how they would speak. It. Be Humble and 224 00:16:41.340 --> 00:16:45.259 professional always. Anyone. You need simple things like that is to make that 225 00:16:45.860 --> 00:16:48.929 go a long way. But I love it, David. And so, 226 00:16:49.049 --> 00:16:53.850 as we wrap up, BB growth has always been about highlighting tactic strategies. 227 00:16:55.009 --> 00:16:57.929 Be To be leaders can apply to their own teams in order to achieve explosive 228 00:16:57.970 --> 00:17:02.360 growth. So I'd love to hear from you, David. What's a new 229 00:17:02.480 --> 00:17:07.839 marketing strategy that your team is currently either trying or thinking about the near future? 230 00:17:07.880 --> 00:17:14.359 Yeah, no problem. So we're essentially a sales led company with whereby, 231 00:17:14.720 --> 00:17:17.990 you know, you can't go to our website and and buy a product 232 00:17:18.750 --> 00:17:23.069 such as other babies ask companies and that what what that creates is a longer 233 00:17:23.109 --> 00:17:27.069 kind of sales conversion period. So something I would advise people to look into 234 00:17:27.230 --> 00:17:33.500 is new techniques, and I want the still our our ideas in this channel 235 00:17:33.660 --> 00:17:38.700 too much, but say, let's just leave it at exploring ways to shorten 236 00:17:38.900 --> 00:17:45.529 our our sales conversion with kind of some new digital strategies. On that topic 237 00:17:48.210 --> 00:17:52.490 a little bit mysterious. But basically, look at your look at your funnel, 238 00:17:52.569 --> 00:17:55.809 look at where it's we're it's taking a long time to convert and find 239 00:17:55.890 --> 00:18:00.200 ways to kind of shorten that. I'm using some novel tactics. Got It. 240 00:18:00.359 --> 00:18:04.720 So you guys are and experimenting with how to Shorten Your Sales Moto because 241 00:18:04.720 --> 00:18:12.390 typically you've had a longer sales version timeline simply because your sales driven company pretty 242 00:18:12.390 --> 00:18:15.950 much and it's there's a lot of buyer assudon influencers in the last stage. 243 00:18:17.470 --> 00:18:19.829 Can can you find a way to short in that final stage in your company? 244 00:18:19.990 --> 00:18:25.269 That's might awesome. Well, this has been a great conversation, David. 245 00:18:25.670 --> 00:18:27.539 If listeners want to stay connected with you or follow up to ask any 246 00:18:27.579 --> 00:18:30.299 questions on some of the stuff that you covered, what's the best way for 247 00:18:30.380 --> 00:18:33.980 them to connect with you? Yeah, no problem. Just find me on 248 00:18:33.059 --> 00:18:38.140 Linkedin. David GIACCO. I'm a very unique last name, so you'll bet 249 00:18:38.420 --> 00:18:41.130 you'll have no issues finding me. Reach out to me. I'm what happened 250 00:18:41.130 --> 00:18:45.450 at Hell Awesome. Thanks so much, David. Really appreciate you being on 251 00:18:45.490 --> 00:18:51.089 the show today. No rise, Tavis. Thanks man. We totally get 252 00:18:51.130 --> 00:18:53.849 it. We publish a ton of content on this podcast and it can be 253 00:18:53.970 --> 00:18:57.839 a lot to keep up with. That's why we've started the BETB growth big 254 00:18:57.960 --> 00:19:03.359 three, a note fluff email that boils down our three biggest takeaways from an 255 00:19:03.440 --> 00:19:08.039 entire week of episodes. Sign up today at street fish, mediacoma big three. 256 00:19:08.400 --> 00:19:11.789 That sweet fish mediacoma Big Three