Transcript
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Welcome back to be to be growth. I'm Logan lyles with sweet fish media.
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I'm joined today by Mj Peters.
She's the VP of marketing over at
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fire trace. MJ, welcome to
the show. How are you today?
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I'm great. Thank you for having
me. Awesome, MJ. We love
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to get to know our listeners a
little bit more and it's a hot debate
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here over at sweetfish, and I
think this tells a lot about a person.
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Are you team coke or team Pepsi? MJ? Oh I don't really
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drink coke or Pepsi that often,
but when I do I usually drink coke.
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Gotcha. Are you a coffee drinker
or no? No coffee, no
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caffeine. Yeah, I'm a coffee
drinker and my parents actually are part owners
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of a coffee roastary up in Colorado, so I have become a coffee SNOB.
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I guess you could say Nice,
Nice. I'm not a coffee SNOB.
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I'll take anything with caffeine. I
actually the antithesis to that. I
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think some of the best fast food
coffee out there is actually McDonald's. I
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like that. The only one I
don't like really is Chick Fila, although
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chickflate touches everything else and it turns
to gold. So we'll give him a
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pass on that. I'll never eating
that chick fil a in my life.
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Oh my goodness, it will change
your life all right. So we now
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that we've got that out of the
way, we've understand now we know some
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things. We've got to get MJ
to Chick Fil A. I love the
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connection to Colorado. I'm out here
in Colorado Springs, so I love that.
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But today, Mj, we're going
to be talking about how to market
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to customers that you have nothing in
common with, and I think this is
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really important, because not everybody's like
the team here at sweetfish, where we
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market to other marketers are folks that
are, you know, marketing for an
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account based marketing platform or a marketing
automation system, and if you have gone
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through different iterations in your career,
you've probably had times where you're marketing to
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folks who are very similar to you
and therefore some things come very, very
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easily. But when that's not the
case, it can be a rude awakening.
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What's what's been this situation? What
has kind of led you to this
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being a point of passion for you
that you want to share with others in
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your career so far. M J. Yeah, so I am in the
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manufacturing industry, always have been,
and first of all, I am a
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woman in manufacturing, which makes me
part of the minority. It's a male
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dominated field and I'm also on the
younger side. So it's always this debate
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in tech that people over forty are
super underrepresented. It's the opposite of manufacturings.
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People over forty are absolutely the majority. So I'm oftentimes marketing to people
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that I don't have a tone in
common with outside of work, and I
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think it's really important to talk about
developing the ability to market to people that
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you don't share a lot in common
with as a skill, developing that as
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a skill, because if you can
develop that as a skill then it allows
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us to create opportunities in industries for
people who don't look like the industry norm,
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and that gets new perspectives, new
opinions into those industries. And then
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the flip side of that is we
need to get more people into certain industries.
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So every industry I've ever worked in
has a young people problem, and
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I've worked in fire safety, I've
worked in water quality and there's this problem
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of people are retiring and there's nobody
in the pipeline to replace them. And
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I don't know about you, but
if, if we run out of people
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working on water quality, that seems
like a really big problem. So that
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sounds like a problem to me.
I would not like that. Now we
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need, yeah, we need to
get people interested and give them opportunities to
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be in these industries, because there's
a lot of opportunity to create really good
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change. Yeah, absolutely. I
mean it's something that micro has talked a
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lot about in in America in different
trades where there is just a shortage of
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talent coming through the pipeline that are
interested in certain trades. So you make,
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you make a really good point about
the broader impact that taking on this
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mindset and taking on this sort of
learning can can impact not only yourself but
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more broadly society and different industries that
you're working in. I will say you
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know, for anyone listening to this
selfishly, it's going to help you in
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your career. You know you're not
just going to be pigeonholed as that marketer
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who can market to sales or who
can market to marketing, because if you
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can say hey, I have a
framework to be able to help me understand
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any demographic, any industry, any
buyer persona, and then do good marketing
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after I've done that. But here
I can show you how I've done this
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in three separate industries. Man,
that seems like a pretty good career hack,
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if I do say so myself.
So I think you know, there's
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benefits on both sides. And speaking
of a framework, you've got a three
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part framework to really doing this.
Tell us at a high level, what
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are the three parts of it and
then we'll dig into where you start,
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Mj. Sure. So basically,
the three ways that I do customer listening,
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which is what I would call this
broad category, are deliberate customer listening,
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where you're either researching new customers or
a new segment for the first time,
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or doing a sprint, a regular
cadence where you build customer listening into
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your processes every day, and then
experimentation, which is when you take the
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insights that you've gotten from your research
or your regular cadence and you apply them
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to get additional feedback and create a
feedback loop. Makes Sense to me.
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Anytime we can create a continuous feedback
loop, the better off. We're going
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to be, because, if two
thousand and twenty has taught us anything,
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things change, and things change very
quickly and things change faster than we think
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they're going to change. All Right, I won't beliebor that point too much.
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Let's go to step number one in
your framework, Mj, when you
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and I were talking offline, you
called this an intimacy sprint. This deliberate
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upfront research to get very, very
close to the customer. You know if
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you're in an early stage company or
you're a new marketer and it to a
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company or two, to an industry. Tell us a little bit about this
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one. Why do you call it
an intimacy sprint and what does it look
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like? Where should people start?
I like the term sprint because it challenges
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you to get a lot done in
a very short period of time and I
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think a lot of things in marketing, and especially strategic marketing, are kind
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of ambiguous, which makes it easy
to take a really long time to do
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them. So if you give yourself
a time bound project and say we're going
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to do an intimacy sprint and we're
going to learn as much as we possibly
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Gan about our customers in ten weeks, then you find that at the end
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of those ten weeks you have learned
a lot about your customers. Gives you
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no excuse to put it off.
So I like the term sprint because it
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challenges you to move fast. When
I'm doing a customer intimacy sprint or when
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we're doing one as a team,
we use something that is called the scientific
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method, and I think this was
originally coined by Steve Blank in the book
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the four steps to Epiphany. And
basically you call it the scientific method because
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you're using a hypothesis. So I
call it a customer hypothesis, and you
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create a hypothesis of who is it
that we're trying to sell to, what
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are we going to learn about them
and what are we going to do with
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that information? And so you write
down that before every single interview that you
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have and you in in order to
create your customer hypothesis, you you also
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want to have an idea of who
you think the customer is in a lot
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of detail. Right, create a
customer persona that has a lot of detail.
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And what problem is it that you're
going to try to solve and what's
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the impact on them in their daytoday? So you know the customer, their
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problem and what kind of solution you
want to make available to them. So
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what does the solution look like?
Customer Problem Solution? And then, once
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you have that hypothesis, that allows
you to build your hypothesis for every individual
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customer conversation, which is the first
piece of that that I explained, where
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you are writing down who is it
I'm talking to, what am I going
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to find out and how am I
going to use that information? One of
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the questions I think some listeners might
be asking in their head right now.
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In Jay's I love this idea,
but I'm not sure how to execute it
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quickly and if I want to get
to the end of this ten weeks brind
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and having accomplished something. But I
like what you said about having a deadline.
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Even if you get to the end
of that and you've had that deadline
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in mind, you probably accomplish more
more quickly just by having it, even
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if you fall short. So I
want to say that about what you mentioned
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earlier. But for folks listening and
saying I'm not sure how to run this
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outreach, I'm not sure how to
effectively. Am I going to get people's
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time? You know, when our
director of audience growth. Dan Sanchez joined
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sweetish he wanted to do some customer
causing one to press in, and one
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of his first questions was how do
I make this valuable for them, so
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I'm not just extracting value and saying, Hey, I need more of your
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time. You're already paying us.
Give us more of your time. Any
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thoughts on making this appealing for the
customers doing it effectively getting them to say
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yes? Yeah, for sure.
First of all, it's really important to
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recognize that you are asking for somebody's
time and you so if you can add
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value to them, then by sharing
maybe the insights that you've gotten through all
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your other customer meetings and talking to
people like them, then you can play
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that back to them and that's always
a good way to add value. However,
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if you are basically asking to make
a withdrawal, you want it to
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be a small withdrawal. Right,
you should. I always say in my
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emails when I'm asking for a customer
meeting, I will not take up more
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than twenty minutes of your time,
and I do not take up or than
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twenty minutes of the time. And
actually the person who taught me pretty much
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everything I know about customer listening.
When he goes and does a customer meeting
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himself, he brings a little red
clock and he puts it on the table
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and he says I will not take
up more than twenty minutes of your time,
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and the reason he uses a clock
is because it's kind of rude sometimes
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to look at your phone for the
time, so he uses a real clock
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and he just make sure that he
never goes over and you'd be surprised how
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much information you can get in just
twenty minutes. Yeah, absolutely. I
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had a sales up that I worked
with at one point and that was actually
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part of his pitch to get in
person and he'd say, you know,
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I will only take up twenty minutes
of your time and when I get there
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I will take my watch off,
I will set it on on the table
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and at the twenty minutes you we
can either be done, you can say
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hey, I want to I want
to talk more or whatever the case is,
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but I will actually stick to it
and I will give this visual que
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to both of us to make sure
that I follow through on that commitment.
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So I love that in this context
as well. I'll anymore on on reaching
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out, or do you should we
transition now, Mj, to step number
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two, which is that that regular
cadence of customer feedback and customer listening?
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Yeah, I mean the other two
things I would share is, first of
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all, just breach out to a
lot of people, because people will say
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no, they don't want they don't
have time, they don't want to spend
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their time that way, and that's
fine. I probably say no to that
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sometimes as well. I try to
say yes as much as I can if
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it is for informational purposes and it
since you're a marketer and you can get
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away with it, you can always
put in the body of the email I'm
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not trying to sell you something,
as long as that's true, and sometimes
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it gets you a yes. I
love that. That's actually one of my
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pet peeves when salespeople say they're trying
to get a discovery call and say I'm
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not trying to sell you something.
So only use that when it's actually true,
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but if it is, use it
to your advantage. I love that
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all right, MJ. So you
we talked about the intimacy sprint, that
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deliberate upfront research in a very narrow
point of time to get as deep as
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you can with current customer basis and
in really understand the demographic that you're serving.
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Number two is still research, but
it's more in an ongoing, regular
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cadence sort of way. What do
you suggest folks think about here in step
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number two at this framework? Yeah, so you can't always be doing a
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sprint. That's why it's called a
sprint it it tires you out quickly.
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Right. So I think it's it's
really good for marketing teams to find a
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way to build in an opportunity to
capture the voice of the customer in there
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everyday routine. And so the way
I do this personally at fire trace is
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I read every single contact form and
every single request for quote form that curling
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into our website. Yeah, so
we were, again, not a huge
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company. So this is probably five
to six new contact forms every morning that
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I'll go to. So I'll wake
up first thing in the morning, log
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into hub spot, I will see
the five or six new contacts that are
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appearing at the top of my contact
list and hub spot and then I will
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go in there and I will read
the contact form that they submitted and if
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something they said was particularly interesting to
me, then I'll dig a little deeper
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and look at every page they looked
at and kind of what they were researching
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before they decided to reach out.
And that probably takes me less than five
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minutes to do every day, certainly
less than ten, but it allows me
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to just in the back of my
mind, have a grasp on what kinds
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of things are people saying that they
picked up from our messaging? What are
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the pages that people look at before
they convert? What kinds of leads are
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we getting based on the sources or
the advertising that we're doing? And over
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time that becomes a hugely powerful source
of data and you can get that source
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of data kind of embedded into your
brain with an investment of just five minutes
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of your day. I love that
regular cadence and how you start your day
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with that to kind of reorientate.
The Nice thing about doing that first thing
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in the morning. I just kind
of thought of MJ, is the rest
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of your day you're working on in
campaign or you're working on email, are
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you're directing your team on a new
content channel you guys are trying out or
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you're reviewing add creative if you have
those comments from actual customers in your brain
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to start the day it's like it
infuses the rest of what you're doing throughout
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the day with the voice of the
customer because you took time to pause and
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listen to the customer. So I
think at whatever scale that you can do
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that, it's definitely a good practice. You mentioned there's some of the quantitative
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things that you're looking at. I'm
sure what sort of companies they come from,
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lead score, you know, what
pages their viewing, all that sort
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of stuff. is kind of the
quantitative metrics that you're looking at qualitatively when
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you're reading those contact forms. Are
there's some certain things that you've got your
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radar up forward to seem I seeing
some common themes or how do you kind
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of look at that qualitatively as you
read those contact form submissions? Yeah,
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so this plays really strongly into messaging
and I'll give you two examples of that.
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The first one is what do they
talk about when they're explaining why they're
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reaching out to you? And we
market our product to machine shops, so
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they're doing automatic metal cutting more or
less, and one of the things we
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realized early on in one of our
customers sprints is the main reason that somebody
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would buy our product is if the
coolant they're using in their metal cutting is
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an oil based coolant and not a
water based coolant. So I leaned in
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super heavy on that in all of
our marketing materials. Your risk is higher
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if you're using an oil based coolant. We created auxiliary content about benefits and
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drawbacks of oil based coolants and after
several months of doing this and putting that
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message out into the market place,
people started saying in the contact form,
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hello, I'd like a quote for
this kind of machine and I'm running an
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oil based cooling whereas before they wouldn't
mention that they were running an oil based
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coolant. So it becomes clear to
me that, Oh, you've read some
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of our marketing messaging. And then
the other example is I noticed actually in
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Google search console that one of the
terms driving traffic to our site is self
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contained fire suppression system. And I
would never describe our fire supression system as
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self contained. It is self contained. You don't need to plug it in,
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you don't need a battery, don't
need a water source, but that's
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not the term I would use to
describe it. But people were using the
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term self contained and I noticed that
they were using the term self contained in
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their form submissions as well, and
so this is the language of the customer.
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Now it's prominently on our home page
in the benefits section, self contained,
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and those are really great examples,
Mj, and I think that's the
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Nice Segue to step number three in
this three part framework. Number one is
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doing your deliberate short term of front
research. Number two is making sure that
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you're a consistently listening and baking in
some ways to have a regular cadence of
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listening to the customer, and then
number three is then experimenting. So maybe
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off of one of those examples where
there's some experiments that you ran executing part
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three of your three part framework,
or some other examples that you could speak
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to where you're taking this feedback either
from a sprint or from your regular customer
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listening and then experimenting to see am
I hearing the customer right and now am
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I saying what they want to hear? Because just because you're listening doesn't mean
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you're going to nail it on the
first try. Right. Yeah, so
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customer listening is great, discovering insights
is great, but all of that is
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a waste of time if you're not
going to implement it in your marketing.
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So the place where we're doing the
most experimentation is in our content and our
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advertising. So we're using paid social
media to promote our content and guarantee delivery
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of the content to the right prospects, and so we can test both the
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content that we're delivering to them as
well as the ad copy and add creative
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and one of the best examples of
where experimentation helped us level up is at
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the beginning of when we started marketing
more heavily to the machine shops, we
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used a photo of a machine shop. It was probably a stock photo and
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we have we had original creative now, but we didn't have it at the
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time. We used to stock photo
and it was a photo of a machine
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where you would never use our product
in that application because it wasn't basically it
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wasn't an advanced enough machine. But
we didn't know that as marketers looking at
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that picture of that machine and we
just put it out there into the world
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and you know, we got destroyed
in the comment section. You guys don't
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know what you're talking about. But
if we hadn't been experimenting then we never
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would have learned that. So you
do have to be kind of unafraid of
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failure, to put your ideas out
there and test them. But now we
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know what kind of creative is going
to a work with the algorithm and catch
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people's attention but also be accurate and
true to the subject matter expertise that we're
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trying to present to the market.
Of that that makes a lot of sense,
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m J. are there some other
examples where you guys tested the creative
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and maybe there was an another misstep
or maybe there was a surprise in something
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that you got from the customer listening
and you applied and then you were either
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pleasantly surprised or negatively surprised, similar
to this example of the stock photo in
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in the add creative. Yeah,
so I'll actually give you an example of
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a success story. So another place
where I incorporate customer listening into my regular
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day to day cadence, probably not
day to day, but maybe week to
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week or month to month, is
I will follow all the main accounts on
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social media that are part of our
industry and in machining there is a huge
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network of machining influencers, both on
Youtube and Instagram, which people might not
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expect, but it's a very visual
will industry right, automatic metal cutting makes
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sense. Usually compelling. Yeah,
and so I would follow those influencers and
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I noticed that some of the most
successful organic accounts on Instagram were people that
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had gone out on their own.
They were machinists and they started their own
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machine shop. So I reached out
to two of them, actually my team
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reach out to two of them,
and they agreed to be on a Webinar
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with us. That was called hat
making of a machine shop. What some
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things to consider if you're thinking about
starting out on your own? And it
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was by far, probably by two
or two or three x, the most
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successful Webinar we've ever run in terms
of registrations, not only because the topic
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was super compelling to the people that
were signing up in the people that were
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targeting with our marketing, but also
because we got that extra boost from those
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two machinists that have big followings on
organic social media. So we got the
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paid social boost that we are running
through our advertising, but we also got
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additional sign ups because those those machinists, cross promoted us on their own platforms
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and I never would have come up
with that idea and I'm guessing the team
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would not have come up with that
idea if we weren't plugged into the industry
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and social listening and customer listening in
addition to kind of running our campaigns.
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Yeah, then, is such a
good point. I just posted maybe a
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week or two ago about generating your
own reach on Linkedin and how you need
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to stop just posting and you need
to take time to engage and to listen.
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And I think whether you're building a
personal brand or you're you're trying to
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figure out how do I how do
I execute in different marketing channels for our
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company, the same as true.
You've got to take time to engage and
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listen and monitor. One of the
things I've noticed just tactically, if twitter
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is one of the the channels where
people in your space are really active,
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build bliss. You can even build
private lists to where someone doesn't see that
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you added them to a list,
and so you can segment kind of everything
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that you're following on twitter and get
rid of all the sports and news and
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politics and just go to, you
know, manufacturing or machining or education or
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h or whatever sector that you serve
and you can just follow along in there
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within your own twitter feed. So
just an example of that I've seen in
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my own practice. M J,
if someone's listening to this and you're like
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I just want you to at least
take this away from this episode and they're
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going to walk away with with one
thing they could start doing tomorrow out of
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this three part framework, develop deliberate, intentional, time bound research with customers.
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Make sure that you have a regular
cadence of listening and then make sure
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that you experiment based on those listenings. I love that framework. If there's
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one thing people could start doing tomorrow, what would you suggest they do?
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Is it? Is it go and
check out the contact forms on a daily
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basis, like you're doing? I
think that's an easy thing to do,
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for sure. What I would leave
people with this. It's all about momentum.
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So if you are listening to this
episode and you're feeling inspired by it,
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go track down five email addresses from
customers and send them just a three
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sentence email. Hi, I'm just
trying to learn more about this industry.
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I noticed that you're an expert because
I read x, Y and Z on
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Linkedin. I'm not trying to sell
you anything. Would you be open to
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talking to me for twenty minutes so
that I can learn keep it very simple.
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I couldn't agree with that more,
MJ. That's great. Final thought
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for folks. If anybody listening to
this would like to stay connected with you
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reach out asking any follow up questions
on the topic today, what's the best
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way for them to go about you
and that you can find me on Linkedin
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my profiles. Just MJ Peters.
Awesome, MJ. Thank you so much
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for joining us on the show.
This has been a great conversation today.
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Logan, thanks for having me.
It's sweetish. We're on a mission to
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create the most helpful content on the
Internet for every job function in industry on
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the planet. For the BB marketing
industry, this show is how we're executing
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00:22:34.369 --> 00:22:37.730
on that mission. If you know
a marketing leader that would be an awesome
336
00:22:37.809 --> 00:22:41.569
guest for this podcast. Shoot me
a text message. Don't call me because
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00:22:41.569 --> 00:22:45.200
I don't answer unknown numbers, but
text me at four hundred and seven for
338
00:22:45.359 --> 00:22:48.319
and I know three, three,
two eight. Just shoot me their name,
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maybe a link to their Lincoln profile, and I'd love to check them
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out to see if we can get
them on the show. Thanks A lot,
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