1285: Creative Account-Based Marketing Examples (and Their Effectiveness) w/ Brandon Redlinger

WEBVTT 1 00:00:05.679 --> 00:00:09.949 Welcome back to beb growth. This is Timmy Bouer, content strategist at sweetfish, 2 00:00:10.070 --> 00:00:14.269 and today I'm talking with Brandon Red Linger, head of growth at engage. 3 00:00:14.429 --> 00:00:18.230 Oh we're going to be talking about their three tiered approach to ABM and 4 00:00:18.510 --> 00:00:23.539 also we're going to share some specific examples of ABM plays that you can experiment 5 00:00:23.620 --> 00:00:26.539 with at your company. Brandon, thank you for being on the show. 6 00:00:27.179 --> 00:00:31.699 Absolutely thanks for having me Tommy. I am so excited to get into it. 7 00:00:31.859 --> 00:00:35.299 But just for people that have never heard of you before, Brandon, 8 00:00:35.659 --> 00:00:42.049 could you share a little bit about what got you into doing abm and what 9 00:00:42.250 --> 00:00:45.689 got you into this three tier approach to abm? Yeah, totally so, 10 00:00:46.649 --> 00:00:50.960 Mike, came from a company that was doing a lot of traditional dimension, 11 00:00:51.399 --> 00:00:56.759 and traditional dimension really is all about the lead. That's what markers have been 12 00:00:56.880 --> 00:01:00.719 trained to do over the last how many of years, since the beginning of 13 00:01:00.039 --> 00:01:03.840 you know, your Marquetto's, your hub spots, your eloquence right, it's 14 00:01:03.920 --> 00:01:06.590 always focused on the lead and how can I get more and more and more 15 00:01:06.629 --> 00:01:11.310 leads? But we all know that sales seals as account based right. We 16 00:01:11.469 --> 00:01:15.189 take we generate this market qualified lead, we send it over to sales and 17 00:01:15.230 --> 00:01:19.299 we'd say, I go do something with it. But when you are going 18 00:01:19.420 --> 00:01:23.219 up market, as everyone wants to do these days, right, they want 19 00:01:23.219 --> 00:01:26.900 to sell bigger deals, they want to sell to those those Gee's or Google 20 00:01:26.980 --> 00:01:30.099 or sales for us, they want to put that logo on their website. 21 00:01:30.379 --> 00:01:34.090 But those deals are hard to do and they're heard for a few reasons. 22 00:01:34.730 --> 00:01:38.650 One, there's a lot more people involved on their end. They have a 23 00:01:38.730 --> 00:01:44.609 lot of decision makers, right. There's some research out there that says on 24 00:01:44.810 --> 00:01:49.040 average there's about seven decision makers out there and in your true enterprise deals I've 25 00:01:49.079 --> 00:01:53.799 seen as many as fifteen to twenty decision makers. That's a lot of people 26 00:01:53.840 --> 00:01:57.879 to get involved. That also means that's a lot of people involved on your 27 00:01:57.000 --> 00:02:04.469 end. So you will have maybe some solutions engineers and Solutions Consultants, maybe 28 00:02:04.469 --> 00:02:08.509 your CS and maybe some executives involved. So there's a lot of people on 29 00:02:08.629 --> 00:02:14.069 a lot of moving parts. There's a lot of touches over a long period 30 00:02:14.110 --> 00:02:19.740 of time and that's what it takes to get these large deals done and everyone 31 00:02:19.939 --> 00:02:23.620 on your team has to have that singular view of what's happening at that account. 32 00:02:23.900 --> 00:02:30.090 Otherwise you step on each other's toes or things slip through the cracks and 33 00:02:30.250 --> 00:02:34.050 then ultimately it's not a great experience for the buyer and if it's not a 34 00:02:34.129 --> 00:02:37.810 great experience for them, of course your chances of closing those big, large 35 00:02:38.490 --> 00:02:43.289 deals go down. So previously right, we're all focused on these leads, 36 00:02:43.569 --> 00:02:46.280 but we're we're told now we have to go after these accounts. So you 37 00:02:46.439 --> 00:02:51.680 have to really take that account. Focus lends. The account is what matters 38 00:02:51.759 --> 00:02:54.520 now, not the lead. Awesome, I love that. And when you're 39 00:02:54.560 --> 00:03:00.310 with so many decision makers and so many moving parts, there's such a need, 40 00:03:00.509 --> 00:03:05.430 an opportunity for creativity and coming up with how you're going to go after 41 00:03:05.509 --> 00:03:07.110 these accounts. And so I love what we're going to be talking about today 42 00:03:07.110 --> 00:03:12.030 because we're going to be unpacking some creative examples. But before we get into 43 00:03:12.150 --> 00:03:16.340 that, you add engage. Oh take a three tiered approach to ABM. 44 00:03:16.419 --> 00:03:20.300 Could you unpack a little bit about what what that means? A three tiered 45 00:03:20.300 --> 00:03:23.020 approach? Yeah, hundred percent, and I will say engage is not the 46 00:03:23.060 --> 00:03:27.139 one that came up with the three tier to approach, but we are one 47 00:03:27.139 --> 00:03:30.289 of the ones that are really moving that dad idea forward along with people like 48 00:03:30.449 --> 00:03:35.050 the man base, so that Itsma. A lot of people are doing three 49 00:03:35.129 --> 00:03:38.610 tier to approaches these days. We've also seen people who just do to tier 50 00:03:38.050 --> 00:03:44.240 and that's great too, but the idea is when we can tear our accounts, 51 00:03:44.759 --> 00:03:47.639 that's how we start to scale. ABM. Everyone wants to do a 52 00:03:47.840 --> 00:03:52.719 BM and some of the fun sexy things with ABM, the funds stories, 53 00:03:52.800 --> 00:03:54.599 are just your one to one ABM. We'll get into some of our cool 54 00:03:54.599 --> 00:03:59.110 examples, like people love to geek out about those, and that's including myself. 55 00:04:00.030 --> 00:04:02.349 But that that isn't scale. But we still have to hit our number. 56 00:04:02.669 --> 00:04:06.469 Now the other piece of this, aside from tier in your approach, 57 00:04:06.669 --> 00:04:12.620 like there is a lot that has to do with technology as well. So 58 00:04:12.740 --> 00:04:16.220 we can start to scale and we can start to tear because the technology is 59 00:04:16.300 --> 00:04:20.699 catching up and getting there as well and it helps us do things that are 60 00:04:20.899 --> 00:04:26.209 right. So there's there's the two sides of selling. There's like the automation 61 00:04:26.370 --> 00:04:29.610 side and then there's the human side of it, and you're never going to 62 00:04:29.689 --> 00:04:32.730 be able to automate the relationship. At the end of the day, sales 63 00:04:32.889 --> 00:04:38.639 and marketing is still about the human relationship. It's about that connection. But 64 00:04:38.920 --> 00:04:42.680 on the other side of that we can start to automate a lot of the 65 00:04:42.959 --> 00:04:47.920 things that are those mundane things, those things that computers are better at doing 66 00:04:48.240 --> 00:04:56.670 then the human so that's things like updating data fields, remembering to do certain 67 00:04:56.910 --> 00:05:00.230 things. Computers are always going to be better at that. So that's where 68 00:05:00.230 --> 00:05:04.230 we layer in the automation and that sort of technology, like engage. Oh, 69 00:05:04.670 --> 00:05:08.459 there are those who do that as well, but that's where this technology 70 00:05:08.500 --> 00:05:13.019 comes in. So you can you can set automation to clean up your your 71 00:05:13.139 --> 00:05:16.259 fields, because honestly, at the end of the day, your marketing in 72 00:05:16.779 --> 00:05:23.970 your sales is only as good as your data is. So let's use automation 73 00:05:24.370 --> 00:05:28.129 to clean up our data and to make sure it stays clean. So we 74 00:05:28.209 --> 00:05:32.449 can do things like the how many different ways can you think of inputting country 75 00:05:32.449 --> 00:05:39.000 as USA in your crm? As USA does us, as you do st 76 00:05:39.199 --> 00:05:42.279 a, there's you do s these United States. Right, there's so many 77 00:05:42.319 --> 00:05:46.079 different ways to do this and if you're running reports and you have to get 78 00:05:46.160 --> 00:05:53.230 it gets pretty messy. Right, you want to standardize everything across across all 79 00:05:53.269 --> 00:05:56.470 of your data, and then you can also do things like take care of 80 00:05:56.670 --> 00:06:00.389 territory and account management. For sales. You know, when an account is 81 00:06:00.870 --> 00:06:05.819 created, it's automatically assigned to the right a Dr and ae where that account 82 00:06:05.939 --> 00:06:12.019 is located geographically or if it's a specific vertical however, your team works right. 83 00:06:12.139 --> 00:06:15.180 So there's a lot that we can do with data. But again, 84 00:06:15.259 --> 00:06:17.769 at the end of the day, sales and marketing is about that human relationship. 85 00:06:18.050 --> 00:06:19.970 I know that was kind of a side tangent, but I think that's 86 00:06:20.009 --> 00:06:26.170 really important to to get right. I love important. All right, let's 87 00:06:26.170 --> 00:06:30.209 get into act. When you actually ask, and that's the that's the three 88 00:06:30.370 --> 00:06:34.360 tiered approach to a bim. Okay, so tier one. A lot of 89 00:06:34.439 --> 00:06:40.519 people know this as strategic Abon. This is what everyone knows as the one 90 00:06:40.639 --> 00:06:46.319 to one ABM, and there's some research out there that shows the medium number 91 00:06:46.319 --> 00:06:48.949 of accounts is about thirteen. At Engage, Oh, we tell a reps 92 00:06:49.029 --> 00:06:55.350 it's to choose between five and ten tier one accounts, and the research also 93 00:06:55.509 --> 00:07:00.230 shows that these are best done when you have a million dollar deals and up. 94 00:07:00.870 --> 00:07:02.939 Just kind of curiosity, Brandon. Why do you tell your reps to 95 00:07:02.980 --> 00:07:08.300 choose between to choose five to ten rather than the median number is thirteen. 96 00:07:09.019 --> 00:07:13.660 Yes, so for us we do have a smaller team and we also have 97 00:07:13.819 --> 00:07:17.050 to scale a little bit more. So that means we actually have more two 98 00:07:17.050 --> 00:07:20.930 Cheros and tier threes. Got It. So I do have a buddy. 99 00:07:21.250 --> 00:07:28.970 He's a pure enterprise rep. His job this year is to get thirty five 100 00:07:29.089 --> 00:07:33.959 million dollars from one single account and in their customer already. Like that's pure 101 00:07:34.680 --> 00:07:41.480 ABM right, thirty five million from one account. Yeah, wow, I 102 00:07:41.639 --> 00:07:45.670 know, I can't even imagine how he does that, like that's a completely 103 00:07:45.750 --> 00:07:49.829 different world than me. And the important thing about these, these tier ones 104 00:07:49.870 --> 00:07:55.069 too, is so we have something that's called account entitlements. That basically says, 105 00:07:55.310 --> 00:07:59.180 of all of my resources, what can I dedicate to tier ones? 106 00:07:59.220 --> 00:08:01.620 What can I dedicate to tier two? Is What can I dedicate to to 107 00:08:01.620 --> 00:08:05.620 your threats and my tier ones, my reps know that they have to do 108 00:08:05.860 --> 00:08:11.860 an account plan, and these account plans, they their time intensive and you 109 00:08:11.930 --> 00:08:16.170 know it. If, of course, helps them close those deals. But 110 00:08:16.529 --> 00:08:20.329 yeah, it takes more time, it takes a little bit more resources and 111 00:08:20.449 --> 00:08:24.410 Energy and coordination with your team to fill these out. So you can't do 112 00:08:24.970 --> 00:08:28.800 a hundred of those. So with the twer ones, you do full account 113 00:08:28.800 --> 00:08:33.639 plans. In my reps know that if they choose five, they'll do five 114 00:08:33.360 --> 00:08:37.240 account plans. If they do ten, they're going to take more time than 115 00:08:37.279 --> 00:08:41.950 have to do ten account plans. Got It right. So might that's Tier 116 00:08:41.190 --> 00:08:45.029 Tier One, fair one, two, tier twos. All right. This 117 00:08:45.830 --> 00:08:48.870 is known as your your scale ABM, or, you know, your one 118 00:08:50.029 --> 00:08:52.549 too few. Some people call it one difficult. So the media and is 119 00:08:52.710 --> 00:08:58.779 fifty here and we see deal size is about a hundred K to one million. 120 00:09:00.659 --> 00:09:05.179 And then there's the tier three. Some people call this programmatic ABM or 121 00:09:05.259 --> 00:09:09.539 one too many ABM. The medium here is seven hundred and twenty five, 122 00:09:09.539 --> 00:09:11.330 and I think this is actually the most variant. So and engage you. 123 00:09:11.370 --> 00:09:15.850 Oh, we do not have seven hundred and twenty five. It's a lot 124 00:09:15.929 --> 00:09:20.570 fewer than that. I've also seen companies that have over a thousand. Now 125 00:09:20.690 --> 00:09:24.039 I do think that is one of the big mistakes that people make out there 126 00:09:24.240 --> 00:09:28.360 when selecting target counts. As selecting as many target accounts as I can, 127 00:09:28.720 --> 00:09:31.919 it's actually kind of the opposite, right. So if you try to do 128 00:09:33.360 --> 00:09:37.990 too many accounts, then I'm not sending a specific enough message that will actually 129 00:09:37.990 --> 00:09:41.149 resonate with anyone. If you're trying to talk to everyone, you affectively end 130 00:09:41.190 --> 00:09:46.710 up talking to no one. And also these well, let's finish two three 131 00:09:46.789 --> 00:09:50.830 really quick. So the median seven hundred and fifty and the deal sizes these 132 00:09:50.870 --> 00:09:58.340 days are about K to a hundred k. Now again, with automation and 133 00:09:58.460 --> 00:10:03.820 what technology, that number we had seen go down over the years. So 134 00:10:03.659 --> 00:10:09.289 people who are doing twenty k deals and fifteen k deals can really start to 135 00:10:09.370 --> 00:10:13.730 scale their F hurts so that it is actually realistic for them to be doing 136 00:10:13.809 --> 00:10:18.730 ABM. If you have deals that are smaller K K, probably doesn't make 137 00:10:18.769 --> 00:10:22.120 sense to be doing abm in the first place. Awesome, awesome, all 138 00:10:22.120 --> 00:10:24.919 right, I am really excited because now we're going to get into some examples, 139 00:10:26.320 --> 00:10:28.399 and the way I'd like to structure this is will start with the the 140 00:10:28.799 --> 00:10:35.399 less sexy in people's minds versions of ABM and talk about how how we can 141 00:10:35.440 --> 00:10:37.789 do creative things there and then move into like the really, really fun, 142 00:10:37.990 --> 00:10:43.789 like one to one stuff. So starting with our one too many abm, 143 00:10:43.269 --> 00:10:48.110 let's talk about a couple of examples of doing this kind of ABM, and 144 00:10:48.230 --> 00:10:50.820 the one I'd like to start you off with is. You've talked about ABM 145 00:10:50.940 --> 00:10:54.659 ads. Can you unpack what you mean what you do? Absolutely. So, 146 00:10:56.139 --> 00:11:01.940 all marketers these days that are pretty familiar with at and everyone knows how 147 00:11:01.019 --> 00:11:05.490 to run ads these days. Now, when we do this for ABM, 148 00:11:05.570 --> 00:11:09.889 we actually just take that and take that audience and then row it down a 149 00:11:09.970 --> 00:11:13.490 little bit. So, rather than saying any markets who engage your we sell 150 00:11:13.610 --> 00:11:16.970 to marketers. Right, rather than say any marketer out there, I'm going 151 00:11:16.970 --> 00:11:20.399 to take my target accounts and I'm going to put a more refined message in 152 00:11:20.799 --> 00:11:24.960 front of these target accounts. So one of our specific plays, we call 153 00:11:26.039 --> 00:11:31.159 these plays, that we do with ads also layers in intent in there. 154 00:11:31.950 --> 00:11:35.870 So, you know, use a demand base, a use a bombar or 155 00:11:35.950 --> 00:11:41.029 whoever you use as your intend vender, and then as soon as they start 156 00:11:41.070 --> 00:11:48.860 to surge on your key terms, then let's show them ads and then engage 157 00:11:48.899 --> 00:11:52.500 you. Oh, we actually we use engage you to help manage our audiences. 158 00:11:52.019 --> 00:11:56.340 So we'll drop them into the audience then start to show these ads. 159 00:11:56.779 --> 00:12:01.850 Now, once someone converts on those ads, it's really important to stop showing 160 00:12:01.970 --> 00:12:05.929 those ads now. Right. So, if your CTA is hey, let's 161 00:12:05.929 --> 00:12:09.529 take a meeting you got a meeting on the calendar. They see an ad 162 00:12:09.690 --> 00:12:13.490 that's like hey, let's take a meeting. Like wait, I already what's 163 00:12:13.490 --> 00:12:16.360 going on here. It's not a great experience, right, you look, 164 00:12:16.519 --> 00:12:18.759 you look pretty dumb. You you can embarrass yourself easily by doing that. 165 00:12:20.000 --> 00:12:24.960 Right. So let's make sure that that person in that account gets removed from 166 00:12:26.120 --> 00:12:30.350 seeing those ads. Now engage you all automatically remove them from the audience. 167 00:12:30.750 --> 00:12:33.950 But I mean, of course you can obviously go in and manuly remove them. 168 00:12:35.070 --> 00:12:37.429 You have your suppression lists that you can say stop showing these adds to 169 00:12:37.470 --> 00:12:41.309 these people, as far as it relates to ABM ads. Besides, just 170 00:12:41.470 --> 00:12:46.860 like not removing them after they've the ads worked. Like, do you think 171 00:12:46.899 --> 00:12:50.740 of any other mistakes that marketers are making with this? One hundred percent in 172 00:12:50.860 --> 00:12:56.379 this is this is step three and four of our play here is putting them 173 00:12:56.419 --> 00:13:03.370 into nurture programs. So rather than just automatically reaching out, you know, 174 00:13:03.649 --> 00:13:07.129 ste are using their outreach er, sales laft or whatever you're using these days, 175 00:13:07.529 --> 00:13:11.129 we actually still have to nurture with these leads. So we found that 176 00:13:11.490 --> 00:13:16.840 we get a great lift when we put in a six step nurture and we 177 00:13:16.960 --> 00:13:24.240 use a one approach for higher level educational pieces of content and then one soft 178 00:13:24.360 --> 00:13:31.190 ask, then one hard ask and then we can start to go outbound a 179 00:13:31.230 --> 00:13:35.789 little bit heavier. So it's actually nurturing these people first. Like there are 180 00:13:35.029 --> 00:13:39.549 times when, like yeah, you'R CTA is take a meeting, they click 181 00:13:39.629 --> 00:13:41.980 it, they take they convert, they take a meeting. But a lot 182 00:13:43.100 --> 00:13:46.059 of our ads and a lot of people out there doing abm ads it's still 183 00:13:46.259 --> 00:13:52.659 with a more top of funnel piece. It's it's your best performing demand Gen 184 00:13:52.779 --> 00:13:58.289 asset that's shown to a more specific, refined audience. So yeah, there 185 00:13:58.370 --> 00:14:03.090 there are a lot of different ways to use ads these days, but that 186 00:14:03.370 --> 00:14:07.250 that same thing still applies. Let's remove them from seeing those ads and then 187 00:14:07.250 --> 00:14:13.759 let's let's take that next best action, whether that is automatically dropping them into 188 00:14:13.879 --> 00:14:18.480 and outreach sequence that comes from the str or dropping them into your Marquetto or 189 00:14:18.519 --> 00:14:24.200 hub spot or Eloquoi, your nurture sequence. Awesome. Now this one might 190 00:14:24.240 --> 00:14:26.669 be a little bit more common knowledge for people, but for anybody WHO's not 191 00:14:26.909 --> 00:14:31.629 too familiar, how do you guys use vide yard for one too many a 192 00:14:31.789 --> 00:14:35.629 dam? Yes, still they so a lot of people are using videared for 193 00:14:35.269 --> 00:14:39.740 their one to one video. So go video or yeah, go video is 194 00:14:41.580 --> 00:14:46.659 video. Rds chrome extension makes it really easy for reps to send those personal 195 00:14:46.659 --> 00:14:50.580 lines videos. But I love vide yours personalized videos. So I think it's 196 00:14:50.659 --> 00:14:56.450 very new, very novel, and I am getting on this before everyone starts 197 00:14:56.529 --> 00:15:00.970 to get on it, but they make scaling these things really easy. So 198 00:15:01.769 --> 00:15:05.370 I don't know if you've seen a video before like this, but it's a 199 00:15:05.450 --> 00:15:13.679 whole sequence of scenes where, for example, a person has a post it 200 00:15:13.879 --> 00:15:18.399 or a postcard and has your name written on it and then there's a birthday 201 00:15:18.399 --> 00:15:22.309 cake with their company on it and then in the sky they're in written in 202 00:15:22.509 --> 00:15:26.350 the trail or the clouds is your name again or something like that, and 203 00:15:26.429 --> 00:15:31.389 it goes through the sequence and it's you and your company in your title every 204 00:15:31.509 --> 00:15:35.740 time. Video has is really cool technology that makes that scalable. So when 205 00:15:35.820 --> 00:15:39.860 you click on it and you see it, you see Timmy, swee, 206 00:15:39.899 --> 00:15:43.779 fish media, etc. When I click on it I see brandon, engage 207 00:15:43.779 --> 00:15:48.019 you O etc. So that when we sent we upload this list, we 208 00:15:48.139 --> 00:15:52.970 say here are all of the names and here are all of the values for 209 00:15:54.690 --> 00:15:56.889 first name, last name, company, etc. Etc. Whatever we're putting 210 00:15:56.889 --> 00:16:02.809 into that video, then we use our MARQUETTO are marketing automation, to send 211 00:16:02.809 --> 00:16:07.679 it to those thousand or even tens of thousands of people. So that's how 212 00:16:07.720 --> 00:16:11.080 you can actually start to scale this stuff. And who's not going to click 213 00:16:11.519 --> 00:16:15.360 on a video with their name and it right there? It's like, oh, 214 00:16:15.600 --> 00:16:19.070 that's cool. How did they do that right? And then, of 215 00:16:19.190 --> 00:16:22.990 course, at the end you have your CTA, whatever that might be, 216 00:16:23.190 --> 00:16:27.710 to take that meeting or consume other content. Video it helps you do that 217 00:16:27.950 --> 00:16:33.899 really well too. It's leading you down the path of content consumption to the 218 00:16:33.100 --> 00:16:37.019 point where you are you know, your needs are developed and then you're ready 219 00:16:37.059 --> 00:16:41.179 to explore more, take that meeting or whatever that might be. Watched that 220 00:16:41.299 --> 00:16:47.529 demo of your specific product. So love videared for their personalized video at scale. 221 00:16:48.450 --> 00:16:51.649 That's awesome. And so for somebody that wants to emulate that idea, 222 00:16:51.809 --> 00:16:55.850 what's something that you think they should be extra careful to do or extra careful 223 00:16:55.889 --> 00:17:02.039 to not do? Yes, I think it's it's making sure you're still providing 224 00:17:02.399 --> 00:17:03.920 value, and this will come up time and again, I think throughout this 225 00:17:04.000 --> 00:17:10.559 conversation. But it's it's not just what's the school creative video that I can 226 00:17:10.640 --> 00:17:15.390 put together. If it doesn't tie to their pain and their need and how 227 00:17:15.549 --> 00:17:19.990 your product solves that, it doesn't matter. Like they might watch it, 228 00:17:21.069 --> 00:17:22.230 they might say, Hey, this is cool, hey, mom, check 229 00:17:22.230 --> 00:17:27.109 out this video that someone just sent me, and and then they forget the 230 00:17:27.230 --> 00:17:33.220 company that even sent it. So it's making sure that you tie value and 231 00:17:33.420 --> 00:17:38.980 then also show up in a cool, interesting, novel way. That's awesome, 232 00:17:40.019 --> 00:17:42.619 Brandon, I love that. Let's transition over to one too few ABM 233 00:17:42.819 --> 00:17:48.049 so one thing that I wanted to ask you about is Sindoso and the various 234 00:17:48.250 --> 00:17:52.849 different play examples that you've got for for our listeners with with what they can 235 00:17:52.849 --> 00:17:57.759 do is sendoso. Yes, absolutely so, whether it's and Oso or pfl 236 00:17:59.119 --> 00:18:02.640 or Alice. So there are a few of them out there that are great 237 00:18:02.680 --> 00:18:07.799 technology. But yeah, again, we can stick to scale our ABM efforts 238 00:18:07.920 --> 00:18:14.109 with one of these sending platforms. One specifically that's working well for us today 239 00:18:14.670 --> 00:18:19.710 is so sendoso has these prepackaged two plays and they work with a few vendors 240 00:18:19.750 --> 00:18:25.190 out there. If I want to send cupcakes to all of my you know 241 00:18:25.630 --> 00:18:29.420 tier to target accounts. I can upload their list. I got to make 242 00:18:29.460 --> 00:18:33.500 sure I have their address in there. And then a bunch of cupcakes with 243 00:18:34.099 --> 00:18:40.019 engagos logo on it and they're talking account logo on it, might target account 244 00:18:40.019 --> 00:18:42.970 logo on it shows up at their desk and a lot of times what happens 245 00:18:44.009 --> 00:18:48.089 is you know the decision, the CMO gets these cupcakes on their desk. 246 00:18:48.289 --> 00:18:52.289 They they can't eat two dozen cupcakes. So it's like hey, everyone, 247 00:18:52.410 --> 00:18:55.450 come over here, have some cupcakes, and then everyone's coming over and they're 248 00:18:55.490 --> 00:18:57.240 like, oh, engage you, oh what's engage you. So it's kind 249 00:18:57.240 --> 00:19:03.480 of a cool way to get into that organization and get a little bit more 250 00:19:03.519 --> 00:19:12.230 visibility rather than just one person scene. Engage you. 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What do you think is 267 00:20:30.220 --> 00:20:33.380 the most so, whether it's and Dosa or one of the other ones, 268 00:20:33.539 --> 00:20:37.089 what do you think is one of the most unique options that you've seen that's 269 00:20:37.289 --> 00:20:41.569 worked or that you've tried that's worked? Oh Man, that is that is 270 00:20:41.609 --> 00:20:48.089 a good question. So any package that you send. So it's kind of 271 00:20:48.089 --> 00:20:55.279 goes back to your question earlier about like video. I think one mistake that 272 00:20:55.319 --> 00:20:59.920 a lot of people make is just showing up with a cool, creative piece 273 00:21:00.000 --> 00:21:04.269 of content and not including the value in it. So anything that we send 274 00:21:04.470 --> 00:21:10.750 we actually include some of our written content. So engaged it was known for 275 00:21:11.910 --> 00:21:15.430 our content. So it's not just about the cupcakes. Let's send something with 276 00:21:15.549 --> 00:21:21.059 that. It's not just about this direct mail package. I need to show 277 00:21:21.099 --> 00:21:25.059 up and provide value. So with some of the one to one examples that 278 00:21:25.180 --> 00:21:27.619 will get into a lot of people. A lot of reps are like, 279 00:21:27.980 --> 00:21:33.849 Hey, I just spend time researching you, learning about you, putting this 280 00:21:33.930 --> 00:21:37.930 cool direct mail package and sending it to you. You Owe me a meeting? 281 00:21:37.970 --> 00:21:41.890 Absolutely not. You still have to show up with value, right and 282 00:21:42.410 --> 00:21:48.039 you can't guilt someone into a meeting. Otherwise that's a terrible way to start 283 00:21:48.079 --> 00:21:52.559 that relationship. So I want to make sure that I include some content in 284 00:21:52.640 --> 00:21:56.079 there that's going to be relevant to them, whether that is our ABM guide, 285 00:21:56.720 --> 00:22:02.589 or it can be case studies for companies that are similar to them that 286 00:22:02.750 --> 00:22:07.589 we've helped, or it could be sending them other content specifically that was made 287 00:22:07.910 --> 00:22:12.630 only for them for that specific account. Awesome. Yeah, I was just 288 00:22:12.750 --> 00:22:17.980 going to ask what kind of content do you add with those cupcakes or or, 289 00:22:18.059 --> 00:22:22.140 like, what's a big mistake that, other than just not doing content 290 00:22:22.539 --> 00:22:26.819 or having this strong expectation that like you owe me now? Are there? 291 00:22:26.859 --> 00:22:30.490 Are Their mistakes that companies that are doing this could be making when they send 292 00:22:30.529 --> 00:22:33.170 a bunch of cupcakes? I mean, I think that is that is the 293 00:22:33.210 --> 00:22:38.569 biggest mistake right there, is not providing that business value. So itsma that 294 00:22:38.730 --> 00:22:41.930 they are. They are the ones who coined the term account based marketing, 295 00:22:42.170 --> 00:22:45.920 you know, twelve, fifteen, how many ever, years ago, and 296 00:22:45.359 --> 00:22:52.240 their research says that seventy five percent of executive so where read unsolicited marketing material 297 00:22:52.839 --> 00:22:59.109 that contains ideas that are relevant to their business. Right. So again, 298 00:22:59.349 --> 00:23:03.109 it's not just what's the cool, fun creative thing that I can send, 299 00:23:03.630 --> 00:23:07.549 it's how can they use that to get in front of them? Then I 300 00:23:07.589 --> 00:23:11.069 can provide value. Right now that you've just got done saying that it's not 301 00:23:11.309 --> 00:23:15.059 just the cool, fun creative thing. I have a creative thing I wanted 302 00:23:15.099 --> 00:23:18.779 to ask you about. That's this bubblehead play that you did. Yes, 303 00:23:18.900 --> 00:23:22.779 yes, okay, cool. So we did this bubblehead play a few years 304 00:23:22.819 --> 00:23:29.329 ago where we took decisionmakers at about I think it was about fifty of our 305 00:23:29.369 --> 00:23:34.890 accounts, and then we actually had custom bubble heads made that looked like them 306 00:23:36.410 --> 00:23:41.759 and said ABM Allstar on it. And then we did this specifically at Dream 307 00:23:41.839 --> 00:23:45.039 Force, and of course we all know dream forces, that big event that 308 00:23:45.279 --> 00:23:49.480 everyone goes to, except for this year because I got canceled, but everyone's 309 00:23:49.480 --> 00:23:55.039 going to dream force. And we said I come pick up your bubble head 310 00:23:55.200 --> 00:23:59.990 and have a conversation with us about ABM, and then they take that home, 311 00:24:00.230 --> 00:24:03.950 they put it on their desk because they want to show off, Hey, 312 00:24:03.990 --> 00:24:07.430 I got this cool bubblehead, and that is actually key. That's what 313 00:24:07.509 --> 00:24:11.859 I want. I want to earn real estate on their desks so that they 314 00:24:11.059 --> 00:24:17.339 see that bubblehead, they tell their company the story about that bubble head and 315 00:24:17.539 --> 00:24:21.859 engage. His logo is right there on the base and it's as ABM Allstar 316 00:24:22.059 --> 00:24:26.609 on it. Now the cool thing about that too is again that one a 317 00:24:26.769 --> 00:24:30.650 challenge of events is you don't know who's going to be there and who's not. 318 00:24:32.089 --> 00:24:33.970 So I have a bunch of people who did not pick up their bubble 319 00:24:34.049 --> 00:24:37.410 head at the booth well, what can I do? Maybe I can send 320 00:24:37.450 --> 00:24:41.680 it to them. So I package that thing up. I actually what we 321 00:24:41.799 --> 00:24:48.039 did is we took a picture of it, we put that in an email 322 00:24:48.359 --> 00:24:51.440 and said we didn't see you a dream force, but we still want to 323 00:24:51.480 --> 00:24:55.390 send you this babblehead. Let us know the best add to send that to. 324 00:24:56.029 --> 00:24:59.630 They reply, we start the conversation, we send it off and then 325 00:24:59.710 --> 00:25:03.109 hopefully we're going to provide value, going to add to the conversation and say 326 00:25:03.109 --> 00:25:07.859 I good, here's how we can help you do ABM and a lot of 327 00:25:07.940 --> 00:25:10.819 people like, actually a lot of people for that one. We're like, 328 00:25:10.980 --> 00:25:15.619 I actually want to know how you did the bubblehead play so that we can 329 00:25:15.700 --> 00:25:18.019 then go, yeah, here's here's the vendor that we use, here's how 330 00:25:18.059 --> 00:25:21.180 we came up with the accounts. Oh and, by the way, we 331 00:25:21.339 --> 00:25:23.329 used engage, oh, for a lot of these other things as well. 332 00:25:23.450 --> 00:25:29.529 That goes into actually the execution of the bubblehead play. I love that and 333 00:25:29.609 --> 00:25:32.690 I love what you said about the goal, like one of your goals being 334 00:25:32.730 --> 00:25:36.839 you want to earn real estate on their desk. Can you talk a little 335 00:25:36.880 --> 00:25:41.640 bit about like the why of that and maybe if you can think of any 336 00:25:41.680 --> 00:25:47.079 other examples of this kind of ABM? That is like specifically going to earn 337 00:25:47.160 --> 00:25:49.869 real estate on the desk? Yeah, absolutely, I want that on there, 338 00:25:49.950 --> 00:25:56.029 because we all know the power of subliminal advertising these days. Let's subliminal 339 00:25:56.549 --> 00:26:00.750 marketing. If you haven't seen the video of I think it's Darren Brown, 340 00:26:00.390 --> 00:26:08.819 he he is basically manipulating had agencies to come pitch them ideas for him, 341 00:26:10.099 --> 00:26:15.660 but along the way he's subtally showing them pictures of what he wants them to 342 00:26:15.740 --> 00:26:18.490 come up with, and then they're coming up with a campaign and then they 343 00:26:18.529 --> 00:26:23.049 do the big reveal and he's like, oh, that's interesting. Right before 344 00:26:23.130 --> 00:26:26.329 this meeting I had a few ideas and I jotted it down and it's the 345 00:26:26.450 --> 00:26:32.960 exact same thing right. So there's so much power and just having your logo 346 00:26:33.200 --> 00:26:37.799 and just reminding them right then in there, because a lot of this influence 347 00:26:37.920 --> 00:26:42.000 that's below our conscious awareness actually has a big effect on our actual behavior. 348 00:26:42.359 --> 00:26:48.029 If you've ever heard a song, it's actually just happened to me over there 349 00:26:48.349 --> 00:26:52.269 last summer. Buddy and I were just walking down Pearl Street in Golder, 350 00:26:52.349 --> 00:27:00.029 Colorado and just this song came on and one of the one of the restaurants 351 00:27:00.069 --> 00:27:03.740 that we were passing. I noticed it. He doesn't he and then five 352 00:27:03.779 --> 00:27:07.339 minutes later he's whistling that song and he's like wait, where did that come 353 00:27:07.380 --> 00:27:08.859 from? That was weird. It's like, I know exactly where that came 354 00:27:08.940 --> 00:27:15.500 from. Right it said subliminal, right below the conscious awareness message that he 355 00:27:15.619 --> 00:27:18.730 got, and that's what I want to do. Yep, there's actually an 356 00:27:18.769 --> 00:27:22.569 example of that on James's desk right now. James Dames is the founder of 357 00:27:22.569 --> 00:27:27.809 sweet fish media and he's got this quote graphic of him. It's a quote 358 00:27:27.849 --> 00:27:33.119 from him of something that he said that was powerful on somebody else's podcast and 359 00:27:33.240 --> 00:27:37.079 that lives on his desk and it's just a like, I don't know, 360 00:27:37.279 --> 00:27:41.599 you know, that could end up living on his desk forever, and that 361 00:27:41.839 --> 00:27:45.990 did not require a lot of work. It required some empathy. What would 362 00:27:45.990 --> 00:27:51.509 go into actually having somebody keep something on their desk? Yeah, the actual 363 00:27:51.670 --> 00:27:55.470 cost was pretty low. Yeah, a hundred percent. And so another one 364 00:27:55.549 --> 00:27:57.269 that we did, this is actually before my time, and engage you. 365 00:27:57.309 --> 00:28:04.180 Oh, we were selling business development training courses and one of the courses specifically 366 00:28:04.339 --> 00:28:10.380 was around copywriting. On the Mug we put kiss me I'm a copywriter and 367 00:28:10.579 --> 00:28:15.089 people love that for something like a simple message, right, but simple doesn't 368 00:28:15.130 --> 00:28:22.250 necessarily mean not effective. Actually, the simpler it can be even more effective. 369 00:28:22.690 --> 00:28:25.970 And Yeah, we sent that out. People absolutely love the actually, 370 00:28:26.009 --> 00:28:30.480 that was more of a direct response piece and we said take this action, 371 00:28:30.559 --> 00:28:32.839 felt this form and then we're going to send this to you. We had 372 00:28:32.920 --> 00:28:36.720 a ton of people who sent us, who filled out that form, we 373 00:28:36.839 --> 00:28:38.960 sent that and then they took pictures of the Mug on their desk. That 374 00:28:40.000 --> 00:28:44.430 says kiss me on my copywriter for just quick question for the bubble head thing. 375 00:28:44.549 --> 00:28:48.109 What were the resources used for that? Was it? was that something 376 00:28:48.269 --> 00:28:52.950 that was an option from something like Sendoso, or did you custom make all 377 00:28:52.950 --> 00:28:56.420 of that or how did you do that? That specifical. We actually found 378 00:28:56.500 --> 00:29:02.460 a vendor that all we do is upload damage and then they create that. 379 00:29:03.099 --> 00:29:10.369 Then what we used here is in turn. So we had all those sent 380 00:29:10.490 --> 00:29:15.089 to our office. Our intern verifies those addresses, packages those up and then 381 00:29:15.569 --> 00:29:18.970 sends that out when we actually sent them. Otherwise, again, it was 382 00:29:18.089 --> 00:29:22.490 at dream force at the booth and we it was come by the booth. 383 00:29:22.609 --> 00:29:26.400 We had we had the sales reps use outreach and then they sent all of 384 00:29:26.440 --> 00:29:30.160 their target accounts. So we made a bubblehead for a message that said, 385 00:29:30.759 --> 00:29:34.000 hey, check this out, come by our booth, have a conversation and 386 00:29:34.079 --> 00:29:37.960 get your bubble head. Love it all right, branded. The last thing 387 00:29:37.000 --> 00:29:41.269 I wanted to ask you about is some of your best examples of one to 388 00:29:41.509 --> 00:29:45.950 one things that you did. So one of them is this chocolate and wine 389 00:29:45.029 --> 00:29:48.869 play that you did. Can you unpack your chocolate chocolate and wine play? 390 00:29:48.109 --> 00:29:52.900 Yes, a hundred percent. So a lot of these one to one examples 391 00:29:52.299 --> 00:30:00.140 actually came from sales and marketings stand ups that we have. But you know, 392 00:30:00.180 --> 00:30:03.900 so all of this really does require sales and marketing to be aligned in 393 00:30:04.099 --> 00:30:07.450 beyond the same page. They were meant to work together, to be honest, 394 00:30:07.490 --> 00:30:11.250 right, magic happens when they are together. They were meant to be 395 00:30:11.369 --> 00:30:15.890 together, just like chocolate and peanut butter were meant to be eaten together. 396 00:30:15.930 --> 00:30:19.289 Right. So sales and marketing meant to be together. Now we have something 397 00:30:19.289 --> 00:30:22.640 that's called the sales and marketing stand up. We do it every other week. 398 00:30:22.640 --> 00:30:29.279 We've seen companies do this successfully every single week. But it's your rep 399 00:30:30.000 --> 00:30:33.039 your eighty are or recall a d are You my calm bed are, my 400 00:30:33.200 --> 00:30:38.630 calmn st are, and then the abium marketer get together and they say which 401 00:30:38.670 --> 00:30:44.390 accounts need work on, and the REP can say, Hey, I am 402 00:30:44.630 --> 00:30:48.069 really having a hard time break into my tier one account here. What can 403 00:30:48.150 --> 00:30:52.980 we do to actually get in front of them and open that door? So 404 00:30:52.299 --> 00:30:56.619 they sit down. In this specific case they did some research on social they 405 00:30:56.700 --> 00:31:03.019 sold that the CMO of this company likes chocolate and wine. So my abm 406 00:31:03.299 --> 00:31:10.369 manager orders some chocolate and wine has a handwritten note include some of our content 407 00:31:10.529 --> 00:31:12.089 in there. So in this case we sent our clear, complete guy to 408 00:31:12.170 --> 00:31:17.809 abm analytics and then some other content as well. Package that up the handwritten 409 00:31:17.809 --> 00:31:22.240 notes as cadbury and wine for five minutes of your time. We send that 410 00:31:22.400 --> 00:31:26.079 out. They get that and then at the same time we are we are 411 00:31:26.079 --> 00:31:30.039 also using outreach to kind of warm this person up, get them ready, 412 00:31:30.160 --> 00:31:34.470 to get them excited to get that in the mail. Then they open it 413 00:31:34.509 --> 00:31:38.430 up. We ended up getting that, getting that meeting. Then that turned 414 00:31:38.430 --> 00:31:42.829 into an opportunity, but again not just the fun cool thing. It's providing 415 00:31:42.950 --> 00:31:48.660 value at the same time. Love it, love it are what about this 416 00:31:48.859 --> 00:31:52.980 guy that was really into Malcolm glad well, that's what I have in my 417 00:31:52.099 --> 00:31:56.339 notes. Yes, yes, so, I mean, I'll admit I'm really 418 00:31:56.339 --> 00:32:00.220 into Malcom and glad of myself. But yeah, we saw that he was 419 00:32:00.259 --> 00:32:05.009 a big Malcolm Gladwelph and he had just tweeted about it. So we're like, 420 00:32:05.369 --> 00:32:08.970 I know that Malcolm glad well just came out with a book talking to 421 00:32:09.049 --> 00:32:14.089 strangers and that was one of the books that we read add engage Oh for 422 00:32:14.369 --> 00:32:20.960 our book club, and we sent him a bunch of Malcolm glad well all 423 00:32:21.200 --> 00:32:23.480 I see, all of Malcolm gladwells books. There's about what six or seven 424 00:32:23.519 --> 00:32:29.640 of those at this point. And then, of course, another handwritten note. 425 00:32:30.390 --> 00:32:34.470 And since we're sending books, why don't we send engagels book, OUR 426 00:32:34.549 --> 00:32:37.190 CLEANING COMPLETE GUIDE TO ABM? We sent a few case studies as well, 427 00:32:37.470 --> 00:32:42.630 and of course that got the meeting. And again, all this took was 428 00:32:43.470 --> 00:32:46.819 your sales marketing at the sales marketing stand up. You, as a team, 429 00:32:47.259 --> 00:32:52.380 go which account needs work on right now? It could be this account 430 00:32:52.420 --> 00:32:55.740 has gone dark. We've seen no activity in the last seven days. All 431 00:32:55.740 --> 00:33:00.490 right, let's bump that up. Or could be I've always had trouble breaking 432 00:33:00.529 --> 00:33:04.890 into this account. Let's do some research, let's figure out what we can 433 00:33:04.930 --> 00:33:07.650 do. And another one I'll talk about to is two stress balls. So 434 00:33:09.130 --> 00:33:15.160 one of my strs figured out that their decision maker was really into stress ball 435 00:33:15.240 --> 00:33:21.000 so he went out on Amazon, he ordered a bunch of very unique stress 436 00:33:21.039 --> 00:33:23.519 balls, had it sent to the office, we package that up again with 437 00:33:23.640 --> 00:33:27.670 some kind dent and then we sent that out. We got the meeting. 438 00:33:27.710 --> 00:33:31.150 And how much did that cost? Me? Stress Balls cost but twelve fifteen 439 00:33:31.309 --> 00:33:37.710 dollars total for about a pack of five. And it was that easy to 440 00:33:37.789 --> 00:33:42.539 get that meeting again because it was something personal and relevant to them. Love 441 00:33:42.579 --> 00:33:45.180 it. What's the what's the find your face play that you did? Yes, 442 00:33:45.380 --> 00:33:49.460 this is this is one of my favorites. So this was for last 443 00:33:49.500 --> 00:33:55.089 year's serious decisions summit and what we did is we took all the decision makers 444 00:33:55.130 --> 00:34:00.569 at our tier on accounts, we found their headshot, we blew it up 445 00:34:00.210 --> 00:34:06.569 and then we stuck it to our our booth and then on the back of 446 00:34:06.690 --> 00:34:10.480 it it was a prize. Could be a twenty five Amazon Gift Card, 447 00:34:10.519 --> 00:34:14.800 which was what most of them had. It could be, you know, 448 00:34:15.039 --> 00:34:19.760 some bigger prizes worth a hundred dollars. The biggest one was beats headphones, 449 00:34:20.599 --> 00:34:24.150 and then beforehand we had, of course, the reps reach out and say, 450 00:34:24.550 --> 00:34:29.110 Hey, we got something cool at the booth. You could win Xyz 451 00:34:29.429 --> 00:34:34.349 if you found your face, and then it was a picture of the booth. 452 00:34:34.789 --> 00:34:37.469 They come by, they so here's what I loved about this one so 453 00:34:37.579 --> 00:34:42.940 much. is again a challenge with these events as you don't know who's going 454 00:34:42.980 --> 00:34:45.940 to be there. You have a good guess of WHO's going to be there, 455 00:34:45.179 --> 00:34:49.340 but you don't know hundred percent for sure who's going to be there. 456 00:34:49.460 --> 00:34:53.449 So maybe it's so so this happened a lot. The person who works for 457 00:34:53.610 --> 00:34:58.610 this CMO is walking by the booth and it's like, oh, it's it's 458 00:34:58.610 --> 00:35:01.969 Joe's face on your is that really joe? Like absolutely, the man Joe's 459 00:35:01.969 --> 00:35:06.090 not here, but can I take that and take a picture of it? 460 00:35:06.530 --> 00:35:10.239 And then they either send it to them or actually tweet about it. So 461 00:35:10.280 --> 00:35:15.039 we had a lot of people. Decision makers were not there, but we 462 00:35:15.119 --> 00:35:19.199 still got in front of the decision maker because someone else from the company was 463 00:35:19.239 --> 00:35:22.030 there and saw their face. Otherwise, yeah, we would still be hitting 464 00:35:22.070 --> 00:35:25.949 them up on social because it's easy to take a picture, say find your 465 00:35:27.070 --> 00:35:30.670 face, tag them on social and say the might be over a big prize 466 00:35:30.710 --> 00:35:34.269 at the end, like some beats headphones. So that was a great way 467 00:35:34.829 --> 00:35:39.860 to do real like one toone ABM for events, because it's just the standard 468 00:35:40.019 --> 00:35:45.940 is. Let's just invite decision makers to take a meeting with us. That's 469 00:35:45.059 --> 00:35:51.090 that's the best that people do these days with your like one toone ABM for 470 00:35:51.170 --> 00:35:53.050 events. That's all you really can do. All Right, I love it. 471 00:35:53.170 --> 00:35:55.889 I love that example, Brandon. I've got one last thing to ask 472 00:35:55.889 --> 00:36:00.489 you about, and that is, you know, everyone knows about content for 473 00:36:00.650 --> 00:36:02.690 Demandin but a lot of people are wondering, you know, how do you 474 00:36:02.730 --> 00:36:07.320 do content for ABM? They've got some misconceptions about content for Abia ABM and 475 00:36:07.360 --> 00:36:12.119 I'd love to ask what some of those misconceptions are. And and you did 476 00:36:12.159 --> 00:36:15.480 a really cool thing that you think could be emulated at all the different tiers. 477 00:36:15.599 --> 00:36:19.949 So if you could unpack that for us. Yes, so I get 478 00:36:19.989 --> 00:36:23.469 this question all the time. A lot of people out there rely very heavily 479 00:36:23.550 --> 00:36:29.710 and content. They know the value of content for demand Jen but they think 480 00:36:30.269 --> 00:36:35.460 creating a lot of stuff for ABM is going to be really hard and they 481 00:36:35.500 --> 00:36:38.739 think I have to create all these net new assets for my ABM program not 482 00:36:38.900 --> 00:36:45.579 necessarily. You can actually get up and running with ABM content fairly quickly using 483 00:36:45.820 --> 00:36:52.690 what you already have created for the man Jin so for example, and engage 484 00:36:52.690 --> 00:36:55.690 you. Oh, our best demandin asset across the board is are clear and 485 00:36:55.730 --> 00:37:01.480 complete guide to a BM. Now what I do with that is for our 486 00:37:01.559 --> 00:37:07.920 tier one ABM, I actually put my target accounts logo on the cover. 487 00:37:07.679 --> 00:37:13.960 So the the subtitle is everything that you need to know about getting an abium 488 00:37:14.320 --> 00:37:20.030 program up and running. Now it's everything autodesk needs to know right and then 489 00:37:20.949 --> 00:37:27.789 inside of that I also include testimonials from other companies like autodesk. And then 490 00:37:28.030 --> 00:37:31.699 after that I'm going to put a little bit more about the rep that's on 491 00:37:31.860 --> 00:37:37.340 the auto desk account. So here's his face so you get to know him 492 00:37:37.340 --> 00:37:39.940 a little bit more. Here is his contact information so that you can get 493 00:37:39.980 --> 00:37:44.690 in touch with him directly. You don't have to go onto the website and 494 00:37:44.769 --> 00:37:46.250 Phill it a form or anything like that. If you want to talk about 495 00:37:46.250 --> 00:37:51.090 ABM and here's just a little bit more about him. Makes the REP more 496 00:37:51.170 --> 00:37:53.969 human. It's not. This is what school I graduated from and these are 497 00:37:53.969 --> 00:37:59.400 all the sales awards that I want to actually hate that because it's basically saying 498 00:37:59.840 --> 00:38:01.719 I want all these awards, I'm a really good seller. You should probably 499 00:38:01.760 --> 00:38:05.960 shouldn't talk to me if you are trying not to buy right now. Right. 500 00:38:06.000 --> 00:38:10.519 I takee that from people. Make your bios more human, because that's 501 00:38:10.559 --> 00:38:15.989 what people want. People need that human oneto one relationship. So that's what 502 00:38:16.150 --> 00:38:23.510 we did for our our tier ones and we also created content hubs for a 503 00:38:23.590 --> 00:38:28.019 tier ones. So we use UPER flippers. There's a lot of other cool 504 00:38:28.059 --> 00:38:31.019 technology vendors out there who will do this as well, but we have we 505 00:38:31.099 --> 00:38:37.099 also have this guide that has their logo on the cover. That's the first 506 00:38:37.179 --> 00:38:40.260 piece of content that they see in the content hub, and then we have 507 00:38:40.380 --> 00:38:45.730 a video as well, and the everyone's probably seen the videos these days where 508 00:38:45.769 --> 00:38:49.250 it's a rep with a white board that says their name on it. It's 509 00:38:49.250 --> 00:38:53.170 like hi, Timmy, right. That's the first thumbnail video that they see. 510 00:38:53.610 --> 00:39:00.000 The CTA. There is talk with Brett now and the CTA has breats 511 00:39:00.039 --> 00:39:05.320 face on it. So we create these content hubs for our tier one accounts 512 00:39:06.360 --> 00:39:10.750 and then for our maybe tier to scale. ABM. We print that guy 513 00:39:10.949 --> 00:39:15.869 just the regular guide and we send it out to our tear twos and that's 514 00:39:15.949 --> 00:39:20.989 our standard gold package. It's got guides, it's got a pair of socks 515 00:39:21.030 --> 00:39:27.099 because for some reason these days people love socks. It's still our top requested 516 00:39:27.539 --> 00:39:30.139 piece of swag. Was Hey, can I get those socks? But we 517 00:39:30.460 --> 00:39:35.179 also do is we find other people on the team. So there's there's Jane 518 00:39:35.260 --> 00:39:39.489 the CMO, but maybe frank the mops guys involved. So I'm the slap 519 00:39:39.650 --> 00:39:44.889 a sticker with Frank's name on it and then maybe the you know, the 520 00:39:45.090 --> 00:39:51.489 field marketer and maybe the sales guys to slap their name on some socks so 521 00:39:51.610 --> 00:39:53.960 that when the semo gets it, it's like, Oh, this one's for 522 00:39:54.119 --> 00:39:59.079 frank, and then they'll go and hand out my swag and then again I'm 523 00:39:59.079 --> 00:40:01.679 I'm earning some real estate. This one's not necessarily on their desk, it's 524 00:40:01.800 --> 00:40:07.269 it's on their feet. Right. Well, it love it. Did you 525 00:40:07.349 --> 00:40:09.670 cover one too many for that? YEA, so for one too many. 526 00:40:10.469 --> 00:40:16.349 This was our best Abim ads, but the stadium add was right right. 527 00:40:16.469 --> 00:40:20.670 Got It. Yeah, got it all right. Brandon, we talked about 528 00:40:20.789 --> 00:40:23.940 so many different examples. We've talked about so many different practical pieces of wisdom. 529 00:40:24.579 --> 00:40:29.380 Close this episode down by sharing the number one thing that you want listeners 530 00:40:29.420 --> 00:40:35.059 to take away after hearing this episode. The number one thing that is I 531 00:40:35.619 --> 00:40:39.329 think that reps again might not necessarily get right, is make sure you're providing 532 00:40:39.409 --> 00:40:45.889 value at every step. Abim is not about the most cool, fun creative 533 00:40:45.969 --> 00:40:49.929 thing that I can do. You have to connect what you do and the 534 00:40:50.000 --> 00:40:53.440 value that you bring with it, because it's all about it's all about that 535 00:40:53.519 --> 00:41:00.079 value and building that relationship and being that trusted advisor. And again, this 536 00:41:00.280 --> 00:41:04.750 takes a lot of energy and a lot of effort and coordination with your team's 537 00:41:05.230 --> 00:41:08.309 but in the end it will pay off awesome. Thanks for listening to this 538 00:41:08.429 --> 00:41:12.909 episode of B Tob Growth. Again, we've been talking with Brandon Red Linger, 539 00:41:12.949 --> 00:41:15.510 head of growth at engage. You, Oh, brandon, how would 540 00:41:15.510 --> 00:41:17.309 you like listeners to connect with you? That's way to connect with me, 541 00:41:17.860 --> 00:41:22.300 brandon at engage. YOUOCOM or find me on Linkedin. I'm pretty active on 542 00:41:22.420 --> 00:41:28.940 Linkedin and you add a personal message in your linked in request, I will 543 00:41:29.300 --> 00:41:36.489 most likely accept it. Awesome. By one of the things we've learned about 544 00:41:36.489 --> 00:41:40.210 podcast audience growth is that word of mouth works. It works really, really 545 00:41:40.250 --> 00:41:44.369 well actually. So if you love this show, it would be awesome if 546 00:41:44.409 --> 00:41:46.760 you texted a friend to tell them about it, and if you send me 547 00:41:46.800 --> 00:41:51.480 a text with a screenshot of the text you sent to your friend, Metta, 548 00:41:51.639 --> 00:41:53.800 I know I'll send you a copy of my book, content based networking, 549 00:41:54.000 --> 00:41:58.360 how to instantly connect with anyone. You want to know my cell phone 550 00:41:58.360 --> 00:42:01.510 numbers. Four hundred seven, four nine hundred, three hundred and three two 551 00:42:01.590 --> 00:42:02.869 eight. Happy texting.