Transcript
WEBVTT
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Want to expand the reach of your
content, start a podcast, feature industry
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experts on your show and leverage the
influence and reach of your guests to grow
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your brand. Learn more at sweet
fish Mediacom. You're listening to be tob
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00:00:18.429 --> 00:00:23.260
growth, a daily podcast for B
TOB leaders. We've interviewed names you've probably
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heard before, like Gary Vander truck
and Simon Senek, but you've probably never
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heard from the majority of our guests. That's because the bulk of our interviews
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aren't with professional speakers and authors.
Most of our guests are in the trenches
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leading sales and marketing teams. They're
implementing strategy, they're experimenting with tactics,
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they're building the fastest growing BTB companies
in the world. My name is James
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Carberry. I'm the founder of sweet
fish media, a podcast agency for BB
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brands, and I'm also one of
the CO hosts of this show. When
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we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes
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of our own business. Will share
the ups and downs of our journey as
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we attempt to take over the world. Just getting well, maybe let's get
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into the show. Welcome back to
beb growth. I am your host for
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today's episode. Nikki ID was sweet
fish media. Guys. I've got with
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me today Sam Filled Otto, who
is head of sales and growth at sales
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reply. Sam, how are you
doing to day? Thank you, I'm
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good. It's great media. I
love of that. Love an enthusiastic response
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to that question because then knows,
sometimes we could go either way. So
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glad to hear that you're doing well. Guys. Same is going to be
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talking to us today about a growth
half that's really helped all the folks that
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sales reply out these days and that
is using linked in employee change to drive
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at tension and I cannot wait to
hear those insight sound but before we get
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into all of that, I would
love it if you would just give us
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all a little bit of background on
yourself and will you and the folks that
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sales reply have been up to these
days? Yeah, absolutely so. As
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you mentioned, on the head of
sales and growth here at sales reply,
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we just went through a rebrand from
pipe istry over to sales apply. A
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lot of companies had heard of pipe
histry previously, but we had built a
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new platform that we and we really
just wanted to align everything on both sides
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of the business. So we made
the decision to make that rebrand over to
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sales reply. So now we're mixed
between a beauty sales floment agency and technology
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platform, with the end goal of
allowing companies to scale rapidly without hiring additional
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reps or investing in additional technologies on
the sales flom in front. So our
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goal is really getting meetings for clients
and helping them grow without increasing their headcount,
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right, which is what we all
want. So so I'm glad that
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that you guys are seeing some success
and thanks for letting US know exactly what
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it is that you guys are are
doing for folks out there. It sounds
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like it's important work and one of
the ways that you guys are advancing that
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important work is using linkedin employee changed
to drive attention. And so first I'd
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like for you to give us a
little bit more context around what you guys
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went through with the the rebrand and
why that was an opportunity to apply this
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this growth hack before we get into
sort of what exactly that looks like.
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Yeah, absolutely. So, when
we first came out with the product,
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we named a sales reply and we
loved the name and we really liked the
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idea and how it lined up with
our market and what we're trying to achieve.
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The part of the problem when you're
going through a rebrand is you quickly
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come to this dead stop where nobody
knows who sales replies. They may have
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heard of hype this tree before,
and so you have to figure out ways
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that you can really get yourself in
front of your audience and not let there
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be a dip because ultimately, you
know, when you're a small business,
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especially in a boosttrap like we are, downtimes can be hard times and we're
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not trying to see how long lasting
impact from that. And so, you
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know, one of the ideas that
we came up with on the Linkedin Front
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was, you know, and I
kind of came up with this, I
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don't know, it is probably about
six months ago or so. I was
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making some adjustments to my title on
Linkedin and I forgot to change the I
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forgot to basically throttle it off so
that it wouldn't send an update to my
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whole network. And so when I
made a, you know, small adjustment
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to my title at the company,
it pushed out an update to every single
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person in my network and, you
know, within a couple of hours I
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had hundreds of views on my profile. I had a bunch of messages from
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people. You know, I had
people commenting on the job changed and I
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hadn't even changed jobs. I just
made a slight adjustment to the title and
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I was like, well, this
is for what I did here. This
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was kind of annoying, but if
this could be utilized in a different way,
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this could get me in front of
a pretty large audience and a very
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short amount of time, which on
Linkedin is you know, everyone's striving to
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do that. It's hard to get
in front of your audience with the way
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that they're always changing their algorithm around. You can post content, but it's
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probably not going to get in front
of a huge portion of your network.
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By doing this, though, I
figured out I could get in front of
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a lot larger part of my network
and you know, I would get they
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would get notifications on their phone for
it, it would pop up on their
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timeline. You know, when people
comment or like it, that would pop
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up on other people's timeline. So
it seemed like a really good opportunity for
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our entire team to use this idea
and in order to drive attention to the
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brand is self. Yeah, no, I've I know exactly what you're talking
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about. I've done that where,
you know, it pushes out the update
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and then it was one of the
most engaged with updates in my history on
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linkedin one of my job changes.
So those in and of themselves tend to
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get engagement. And then when you're
talking about sort of falling into that accidentally
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with the rebrand, how smart of
you to decide like yeah, something we
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could capitalize on this. There's something
to this. One of the other positive
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things that that you talked about this
sort of spilling into and with perspect of
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the rebrand is the opportunity that gives
to align sales and marketing. Talk about
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that force. Yeah, absolutely,
sales a marketing tend to be on opposite
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size of defence a lot of times, but both departments have a lot of
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valuable input and so when we went
through this rebrand, I'm the head of
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sales. Our Se runs a lot
of the marketing and so we got together
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and put together a couple of documents
just really looking at the messaging and positioning
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of the company based on, you
know, what he thought would be great
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positioning from you know, I'm you
know, from being a CEO as well
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doing all of our marketing, but
also from my ends having these conversations day
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in and day out with prospects,
you know, understanding what's important to the
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market and you know what how our
value prop can really play a part in
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this, and then coming together and
working super cohesively so that we can line
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up, you know, what the
marketing initiatives are going to be with messaging
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and positioning from the sale side and
and get us so you know, we're
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both on the same topic here and
we're both both really well aligned with what
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our direction is going to be moving
forward, without out leaving one or the
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other department out, and because there's
definitely super valuable and put from both sides.
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Yeah, particularly with the fact that
the more just by volume right,
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the more people that you have involved
and on board, especially when we're talking
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about how to use that on Linkedin
it's work. Traditionally it is marketers who
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are doing that, that that push
and sort of carrying that banner. When
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you involve sales teams in that,
I think there is an opportunity there to
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to reach even more people and have
a shot at at least you having even
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more engaging conversations with with the customers
and prospect so I think exactly smart way
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to think about it. And even
just in that conversation. You know,
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that was when, you know,
we made the I made the push for
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our team where we're going to make
that update on Linkedin. We weren't a
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new company. You know, Pipe
Istry is still on my linkedin right now,
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is it is with every one of
other employees. So we had the
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option, you know, we can
either change the company name or can create
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a whole new position on everybody's Linkedin. Put, you know, brand new
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message in that lines up with what
marketing and sales has been talking about and
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make sure everybody's Linkedin is updated.
You know how to correct summary and the
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correct branding and messaging on it.
And then when you make that update,
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it gets pushed out to the network
and so all of that work, the
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sales and marketing is put in all
of a sudden has an audience it wouldn't
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have had before by putting a new
company in a new title on their imagine
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00:09:05.740 --> 00:09:09.690
it a spreadsheet filled with rows and
rows of your sales enablement assets. You've
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devoted two years to organizing this masterpiece, only for it to stop making sense.
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This was Chad forbuccoes reality. As
the head of sales enablement at glint,
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a linkedin company, he's responsible for
instilling confidence in his sales reps and
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arming them with the information they need
to do their jobs. However, when
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his glorious spreadsheet became too complex,
he realized he needed a new system.
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That's when Chad turned to guru.
With Guru, the knowledge you need to
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do your job finds you. Between
Guru's Web interface, slack integration, mobile
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APP and browser extension, teams can
easily search for verified knowledge without leaving their
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workflow. No more siload or staled
information. Guru acts as your single source
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of truth. For Chad, this
meant glent sales reps were left feeling more
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confident doing their jobs. See why
leading companies like glint, shopify, spotify,
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slack and more are using guru for
their knowledge management needs. Visit BB
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growth dot get gurucom to start your
thirty day free trial and discover how knowledge
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which management can empower your revenue teams. What I'm interested in now is what
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happens with content. What happens with, you know, collateral and case studies
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that you guys put work into for
the old name, the old brand,
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and what does that need to look
like moving forward? And then does that
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need to look the same for the
marketing team and the sales team, for
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individual contributors and leadership? How does
that all play out? Yeah, so
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I'm a big believer the going through
a reburn is the perfect time to revamp
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everything and not just putting a different
logo on it and moving it across,
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but really looking at the actual clatteral
the contents, you know, the case
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studies that your company hasn't seeing.
Is this the best that we can do?
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And if it's not, this is
a great time to make that update.
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And because now people are going to
be seeing a new company, we
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need to put our best foot forward
with them. We can't rely on name
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recognition from our old company. Is
going through and looking at that content and
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really making sure that it's not just
being updated to reflect the rebrand, but
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it's also being updated to reflect kind
of this change and organization in this new
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direction and this, you know,
this growth or in the company. If
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your content and your collateral, the
case studies they're not growing, they're just
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getting a new logo on them.
What? What's really the point in that
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to be in with right? Yeah, now, for sure is so I
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like the way that that's prioritized,
in the way that you you talk about
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that, because it's important. Other
thing that you know, we didn't talk
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about it too much in our,
you know, offline conversation as far as
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what is some of the challenges are
to rebranding, but I want to make
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sure we get to it. How
important is it to keep in mind why
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you're doing the rebrand and to communicate
that throughout the organization when you're going through
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something like this? Yeah, and
the rebrands. Some companies take it and
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I've seen it happen where they just
don't like their name and they want to
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change it. That wasn't the case
for us because we had created a whole
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different platform and a whole different side
of the business. We really wanted to
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relign that. But looking at you
the strategy changes in the business as a
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whole and making sure that the rebrand
actually plays a part in your future growth
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is a business is a really important
piece of the rebrand. It's not just
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getting a new name, it should
be getting a fresh chapter within your industry
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and being able to really put forward
what you know, what's important to you
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now and what's going to be important
to you in the future, and make
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sure that the branding aligns with that. It's not just a new logo,
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it's a new business and you should
treat it that way perfect now, I
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that's exactly it. That that's the
really concise way of helping people, I
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think, understand the mindset they need
to have going into this, because it's
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really challenging. One of the specific
challenges that you did mention was SEO.
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That's a CONDESSAR and I would have
if I were on a team going through
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a rebrand right, because you lose
all the things that you built with the
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old you know, optimization for the
old brand. You're kind of starting from
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scratch, it would seem. Talk
a little bit about what that experience was
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like. Yeah, yeah, so, I mean that's always a from a
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marketing side and also from a sales
side, because you always do want to
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have those in bound leads coming in. You don't want to lose that SEO
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and by creating a new brands you're
going to lose it inherently. For a
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little while. So, you know, staying ahead of it is super important.
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Investing heavily and Seo right when you
make that rebrand or even ahead of
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time you can be very, very
valuable to you in the long run.
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For example, we built up our
website prior to the rebrands. We didn't
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release it out to anybody, but
we were actively going out and getting it
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listed on size, putting new content
on a you know, really making sure
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the messaging was well aligned, and
then we went and hired a company to
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help us with our sel on that
front too, because you know, admittedly,
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we're not industry experts on SEO.
We do sales development. We're not
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working on SEO. So it but
it for us is important to make that
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investment because that downtime can be crucial
and, as I said, is a
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boost strap company. We don't have
time for big drops and engagement, big
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drops and bound so making that investment
up front and making sure every you're doing
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everything properly leading up to the rebrand
to make sure that your Seo's as good
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as you can possibly get it is
going to pay dividends in the long run.
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Yeah, again, I just really
love the way that you lay this
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out. It's a really good beginning
point as far as you know, again,
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the mindset you need to have going
into a rebrand or if you're considering
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this the way that you've talked about
it might help some folks figure out whether
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or not that's the necessary step for
them. So thanks for laying that out
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for us. And now that I've
successfully picked your brain, Sam, it
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is time for you to tell us
what you're putting in it. So talk
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to us about a learning resource you
have engaged with here recently that is informing
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your approach, but it's just got
you excited these days. Yeah, from
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a learning perspective, I've been reading
a lot of books and listening to a
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lot of podcasts, and actually listen
to quite a few years recently. But
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one thing that I think is a
little different than a lot of people you
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probably have talked to you is I've
actually been going out and building a lot
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of content for the company and in
that process I've been trying to talk to
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a lot of different leaders, you
know, within our space, even going
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to some of our competitors and getting
them engaged and having them contribute to this
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content that we're putting together. And
in that process us. You know,
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I've been able to get a lot
of different paths, like view points on
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sales fell and it's really easy to
fall into your own little echo chamber and
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when everything you're talking is within the
company. And so getting those outside perspectives,
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you know, talking to even some
competitors and getting them involved and packing
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their brains on stuff in our industry. And I know a lot of people
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say like, well, why would
you talk to a competitor? Well,
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you know, at the end of
the day there's a lot of companies that
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do what we do. So,
you know, understanding how companies are doing
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things differently can it can really value
you as a company in your growth and
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what you're doing, and also just
as an individual, understanding, you know,
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what other thought leaders and the industry
you're doing and being able to take
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up on that and learn, you
know, constantly from not just reading books
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and listening to podcast but also truly
talking to people that are in the trenches
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day in and day out in your
industry. I absolutely love that answer and
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I bet you can guess why.
It kind of just describe what I do
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for a living and so I know
I you're so right. I believe that
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people are resources, even people who
are competitive in your space, because,
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like you said, you those are
folks that you can really learn from.
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If I go into anything assuming I
don't have anything to learn from anybody WHO's
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trying to do the same thing as
me up, I've already lost. So
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I love that answer. Thank you
so much for that, and I know
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that everybody listening, just like me, has become a fast fan of yours
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and they're going to want to know
how to keep up with you. So
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tell us, Sam tell us how
folks can connect with you. Yeah,
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absolutely. First off, the best
place will probably be linkedin. I'm just
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find on Linkedin. It's Linkedin Sam
Feld Otto and that's selling. Is F
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as and Fox celdotto. A little
hard to spell. Little telling there.
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Other than that, though, they
can any only wants to reach out and
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learn a little bit more to can
go to the Sales Replycom and if you
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book a time on there, I
will be the one to talk with you.
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So easy way to get in touch. Sweet thank you so much.
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There's a lot of other, I
think, things we can learn from your
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experience with, you know, this
rebrand and a lot of other questions.
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If that, folks might have.
So all that means is that will have
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to have you one again, but
until then, Sam, thanks again.
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I'll for sharing what you've shared today
and, you know, just good luck
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with everything you guys are doing right
now. Thank you so much. Yeah,
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no, I appreciate nexting's great talking. Yet we totally get it.
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We publish a ton of content on
this podcast and it can be a lot
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00:18:38.980 --> 00:18:42.730
to keep up with. That's why
we've started the BB growth, big three
259
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and no fluff email. That boils
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