Transcript
WEBVTT
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A relationship with the right referral partner
could be a game changer for any be
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to be company. So what if
you could reverse engineer these relationships at a
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moment's notice, start a podcast,
invite potential referral partners to be guests on
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your show and grow your referral network
faster than ever? Learn more. At
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sweetish Mediacom you're listening to be tob
growth, a daily podcast for B TOB
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leaders. We've interviewed names you've probably
heard before, like Gary Vander truck and
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00:00:34.619 --> 00:00:38.530
Simon Senek, but you've probably never
heard from the majority of our guests.
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That's because the bulk of our interviews
aren't with professional speakers and authors. Most
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of our guests are in the trenches
leading sales and marketing teams. They're implementing
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strategy, they're experimenting with tactics,
they're building the fastest growing betb companies in
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the world. My name is James
Carberry. I'm the founder of sweet fish
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media, a podcast agency for BB
brands, and I'm also one of the
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CO hosts of this show. When
we're not interviewing sales and marketing leaders,
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you'll hear stories from behind the scenes
of our own business, will share the
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ups and downs of our journey as
we attempt to take over the world.
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Just kidding. Well, maybe let's
get into the show. Welcome back to
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be tob growth. I am your
host for today's episode, Nikki Ivy,
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with sweet fish media. Guys,
I've got with me today Oliviate Heree,
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who heads up marketing at quorum.
Oliviate, how you doing today? I'm
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great. Nikki, how are you
doing? I'm doing well. Listen,
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I'm excited for the conversation that we're
going to have today. We're going to
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be talking about when you're in an
industry that is going through a transformation,
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a digital transformation, the sum of
the particular challenges of that provides as a
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marketer and how to navigate that.
So excited to get into that. But
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before we do, Olivier, I
was loved of you, just give us
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a little bit of background on yourself
and what you in the folks at quorum
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have been up to these days.
Sure, I joined quorum about four and
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a half years ago as the chief
marketing officer, and the goal here was
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to continue the journey of a private
equity back company in terms of building out
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the brand in the oil and gas
industry. We have ten major software products
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that cover what we call the spectrum
of the energy value chain, which is
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everything from every software piece that you
might need for getting well in gas out
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of the ground, transforming that,
transporting that all the way through to the
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burner tip in your stove. So
we've been busy building out software and engaging
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with customers across all of the oil
and gas industry. I love it.
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What I what I love when I
talk to marketers or folks who sell be
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to be as, when I get
the sense that they understand their role beyond
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being a vendor into the the industry
that they sell into and they understand that,
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you know, success will mean becoming
a part of that industry. And
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there is a difference and and the
way that you talk about the problems that
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you guys solve that forum. It
sounds like you guys fully understand that and
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embrace that versus simply just looking at
okay, how do we talk at these
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people? How do we talk to
these people and more about how do we
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elevate the industry? That make sense? Yeah, I mean it goes to
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the roots of how the company was
created. I mean it's a twenty one
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year old company and it's DNA is
having deep seated knowledge of the oil and
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gas industry. So many, many
of our customers love the fact that the
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consultants that come along with the software
have a terrific understanding of all of the
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financial, operational, transactional, basic
accounting needs that these folks have across the
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various aspects of the Allen Gas Industry. So yes, in fact, we
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are solutions experts in, you know, Oillen gas software. I love it.
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And so that's that's what we get
into. This idea of how you
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guys help the folks that you work
with to adopt a more digitally synergistic strategy
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in the face of transformation day into
what exactly where that begins and paint that
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picture for us. Yeah, so
well, let's let's first of all talk
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about where, you know, where
digital transformation has really occurred in the past,
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and oil and gas, and it
was predominantly at getting product out of
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the ground. When when a barrel
of oil was a hundred dollars of barrel,
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which is not too long ago,
most of the dollars were spent.
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Hey, let's get more out of
the ground because we can sell more and
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it's highly profitable. All of a
sudden, now, when you have oil
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and gas at at a barrel price
of fifty bucks of barrel right now or
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thereabouts, it means you have to
become much more efficient, much more operationally
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savvy in order to make a profit
at that, at literally at an oil
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and gas price at which is half
what it was. So what we saw
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was the shift from not just being
digitally smart in the field, at getting
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product out of the ground, but
being digitally smart all the way through to
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the back office, all the way
through your accounting systems, breaking through the
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silos of workflow and transactions that you're
running in your back office operations. So
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we've seen that shift from, you
know, from basically field to back office
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and integrating the two. We saw
that transformation begin in two thousand and fifteen.
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And so when you say you saw
that transformation start to begin, is
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this just, you know, looking
at where things you know has been trending
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as from the overall industry, or
is that until that you guys got from
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your existing customer base? It's both. The macroeconomic climate was such that oil
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and gas took took a hit.
So the price per barrel drop. So
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that was an indicator our clients or
customers. At the time we're already indicating
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the smarter ones. We're already starting
to think about transforming digitally their their operations.
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And then the other dimension was that
there was this aging out that was
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happening in the oil and gas industry. Essentially, you know, the changing
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workforce that most of the oil and
gas executives, you know, upper middle
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management, we're coming to the age
of retirement. So you had this triple
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whammy where the customers were looking for
increased business agility, better operational efficiency and
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being able to bring in millennials into
what was essentially an aging out industry.
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That all started to converge starting in
fifteen and we've been we've been working on
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that, on solving that convergence,
I think since, as I said,
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since the beginning of fifteen, and
we're starting to see it now more mainstream
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as we as we hit, you
know, two thousand and twenty you.
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So that's an interesting challenge in and
of itself. Right when you're talking about
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trying to craft a consistent brand message
in mission, when your customer basin you
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know by beverage that your prospect base
as well is so diverse. How To
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tell us what? How you guys
approach that problem? Well, you,
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you think, if you think about
it more. The customer base is diverse
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in the sense that it that the
oil and gas industry is segmented into essentially
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upstream, where you get product out
of the ground, midstream, where you
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basically transform it into various different kinds
of products. That would be like,
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for example, if I took oil
and gas and then I took gas and
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I had or I had methane,
butane, etcetera, and then you transport
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it down down pipelines and then you
ship it and sell it and sell it
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to the to the retailers. That's
what we call upstream, midstream downstream operations.
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And so our customers are diverse in
terms of where they sit in that
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energy value chain, but their problems
are similar, which is rather interesting.
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So it the characteristics of the macroeconomic
climate affects the entire value chain. The
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the the operational efficiency affects the entire
value chain. The ability to have the
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breakdown operational silos and become more agile
a business business affects the entire value chain
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and the fact that they're aging out
across or there's this changing workforce exists across
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the entire value change. So we're
a we're actually able to apply a more
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high level set of messaging that resonates
across the energy value chain to all of
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our customers. And yet when you
get into the subsegmentation, then you get
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into some of the very narrow differentiated
elements that are required. But overall we're
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able to we're able to take the
take the oil and gas industry and treat
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it more, you know, more
holy, if you will. Today's growth
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story is about a brand we all
know well, AIRBNB. When they were
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trying to maximize growth among work travelers, are BNB new they needed to develop
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and execute a content strategy to reach
multiple personas at different stages of the customer
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journey. Enter hub and spoke marketing. Hubband spoke managed creative content development and
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crafted a custom publishing process that allowed
airbnb to develop more content in less time.
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The end result a lot of content
across multiple channels, all strategically nurturing,
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leads through to conversion. Within the
first six months, are benb nearly
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tripled the number of companies enrolled in
their AIRBNB for work program they also saw
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huge increases in user adoption, with
work travelers booking, longer stays and more
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guests per booking. If you're looking
for strategic content at scale, I've got
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a hunch Hubban's boat can help.
Head over to hup spoke dot marketing growth
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to schedule your consultation with a content
specialist today. That's up spoke dot marketing
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growth. All right, let's get
back to the show. And it sounds
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like one of the ways that you
do that is kind of practicing what you
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preach when it comes to, you
know, leveraging new partners and and new
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technologies to keep folks engaged across their
journey. Talk a little bit about what
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that looks like for you guys.
Oh Gosh, yeah, we've. So
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we've done something that I think is
completely unique and oil and gas. So
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not only was the industry what I
would consider to be a little bit of
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a laddered in terms of it adoption
as a from a customer perspective, it
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was also a laggered from a marketing
perspective. So if you look at the
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current you know stack that we you
that we've built over the last four years
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here at forum, everything from using
AI based account based marketing, you know,
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universal tagging, persona based, you
know, content, all of that
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being completely tied together and automated and
predictive. That's something that I don't believe
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any of our competitors in the space
have done or or are doing, and
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that's allowed us to really understand in
great detail why people come to our website,
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what they're looking at, what they're
engaged with, what we what next
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piece of logical content we should serve
to them? Why? You know,
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how does that perform? How does
that convert? And then you know,
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the results after that are obviously you
know how much, how much of that
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turns into converted revenue. So you
know, we've built pretty sophisticated engine to
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understand what is very narrow market.
You know, if you look at it,
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I mean it's not something where you've
got hundreds of thousands of customers.
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You're talking about potential customers. You're
talking about maybe, you know, tens
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of thousands. So it's a really
different, you know, market dynamic.
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That's important. I'm glad that you
you hit on that. Before we move
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on to the next segment, I
want to make sure that I get from
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you. You know, as you
guys have done this. It scaled this
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successfully in this industry that's going through
this transformation. Other folks who either sell
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into the same industry or into similar
ones, where might they begin in terms
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of how to invest their their time
in there? You know resources. So
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when you're looking at a vertical market, your marketing approach is very different than
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than most other industries. So I've
done, as I said, I've done
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a lot of different peback vcback software
companies where I've run marketing, and in
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this one is the first time I've
done something so vertically entrenched. And when
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you have something like oil and gas
or, for that matter, anything that's
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deeply vertical, content really becomes a
differentiator so that you have very knowledgeable buyers
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and you have also a lot of
word of mouth reference built, you know,
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reference and reference checking. So this
becomes a very small community of people
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that know each other and trust each
other. So you can't you can't sort
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of like, you know, superficially
say oh well, it doesn't really matter
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for these customers. Will do you
know, we'll do, we'll do right
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by the other set that's over on
this side or in the other area.
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You can't. Everything that you do
has to be meaningful. Purposeful has to
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be deep in, in and rich
and also has to be, you know,
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really up front. I'm so it
takes a long time to understand.
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It took us, you know,
like the team that I built, took
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us a couple of years to really
get it. Once you get it,
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you realize that it's it's really different
than anything in the past, and so
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what I could give as advice to
marketers that are starting down the path of
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looking at a vertical be to be
is it's going to take you some time
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to really understand how to deliver truly
meaningful content that resonates sound advice hum and
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I do think it's key that you
talked about understanding when you go into this,
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that it's going to take time to
learn this, especially if you want
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to do it well and to enter
into it lightly and think, like you
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kind of alluded to, you will
make it cute, will make it you
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know, will hack this somehow and
folks will like us enough to come on
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board and then we'll figure out the
rest out afterward. Like, like you
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said, it can't be that way. You really do have to be,
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as I said, at the top
part of this industry. You have to
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start with wanting, truly wanting to
understand how to elevate the thing and really
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help people, and it sounds like
that's what you guys have executed. So
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thank you so much for laying that
out for us the with you did.
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There's so much that folks listening can, you know, take from that and
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hopefully apply in context and their own
organizations. But now, Olivier, that
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I have successfully picked your brain and
see what I could get out of it,
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it is time for you to tell
us about what you're putting in it.
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So talk to us about something that
you you engage with in in life
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that is informing your approach or this
just, you know, got you excited
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these days? Well, it's kind
of the analogy I like to use is
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that is that, you know,
marketing in some ways is the backbeat to
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the to the enterprise, and so
that's that should give you a clue that
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playing drums is kind of like the
backbeat of of the business, if you
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will, for me. So I've
been playing drums for about fifty five years
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and in doing so it allows me
a great vehicle to escape, you know,
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the daily thoughts that you might have
about business, about family, of
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about anything. You just basically when
you're playing, you're completely absorbed in that
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moment, and the thing about drums
is that it's it's a math exercise.
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For me, it's when you're playing
essentially different time signatures, you're trying to
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figure out how to get your limbs
to do things that are not necessarily a
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natural a natural outcome. So you're
training, you're creating new muscle memory,
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and that's kind of what you do
in marketing whenever you move into a new
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segment or a new industry or you
hire New People in the in your marketing
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organization, you're creating new muscle memory. And so for me, playing drums
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is kind of like it's it's cool, it's fun, but it's also a
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mental and physical challenge, and that
discipline allows me to come to work and
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work with a whole bunch of young
folks and, in part, with them
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some new muscle memory that they they
can take forward. I think this might
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be my favorite answer that I've ever
gotten to this question because you gave us
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so much right. It's everything I
ever want to get in an answer and
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that we heard not only like again, ways that we can think about the
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things that we engage with and how
they apply, but a little bit of
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inside into what moved you and and
I don't think we always get that in.
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You know when we've been talking about
such you know technical, tactical things.
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So thank you so much for for
sharing that. I am terrible at
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both math and playing the drums,
but Nikki Marketing is passion. So yes,
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there's a lot of science in it, and we do a lot of
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science. We have a huge MARTEX
stack. But if you take the passion
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out of it and you only think
Marktex stact, you will never ever succeed
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in marketing. You have to bring
passion into it. My goodness, I
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know that I don't need to say
anything else about that, but I know
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that, just like me, everybody
who is listening to this has become a
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fan of yours very quickly and they're
going to want to know how to keep
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up with you. Oliviate. Tell
us how folks can connect with you.
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You can reach me at Olivier underscore
tier at qbsolcom. Be Happy to happy
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to respond to your emails, or
through our through our through quorum software dotcom.
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We are always on our social channel, so you can find us and
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will be happy to connect with you
guys. Thanks so much, Olivia.
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You're welcome. We totally get it. We publish a ton of content on
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this podcast and it can be a
lot to keep up with. That's why
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we've started the BETB growth big three, a no fluff email that boils down
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our three biggest takeaways from an entire
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Sweet Phish mediacoma big three. That
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