Transcript
WEBVTT 1 00:00:05.340 --> 00:00:08.870 welcome back to be to be growth. I'm Logan Lyles with sweet fish Media. I'm 2 00:00:08.870 --> 00:00:13.710 joined today by Tim Glom He's the VP of content and data over at Chita Digital. 3 00:00:13.720 --> 00:00:17.090 Tim, welcome to the show today. How you doing today? I'm doing well today. 4 00:00:17.090 --> 00:00:20.380 Today is a great day. It's sunny outside behind me. So thanks for having 5 00:00:20.380 --> 00:00:24.650 me. Absolutely, man. Tim, are you a coke or a Pepsi guy? We gotta know what 6 00:00:24.650 --> 00:00:31.060 team you're on. Pepsi. Oh, no. Pepsi with ice Pepsi with ice. Not without 7 00:00:31.060 --> 00:00:34.770 you won't go straight out of the bottle with Pepsi and it needs ice. I will not, 8 00:00:34.770 --> 00:00:39.310 man. It's gotta be Pepsi. It's gotta be on ice and, ideally, pellet ice. You 9 00:00:39.310 --> 00:00:42.950 know, the pellet ice you get in hospitals. That's That's the ice I want, 10 00:00:43.040 --> 00:00:46.650 man. I had a friend on one of my sales teams and his father in law was looking 11 00:00:46.650 --> 00:00:51.730 at this ice machine where you could basically get Sonics style ice at home, 12 00:00:51.740 --> 00:00:55.110 and it was like it was incredibly expensive, but I looked at the price 13 00:00:55.110 --> 00:00:58.990 tag was like, No, no, that's worth it. So, man, I've asked that question 14 00:00:58.990 --> 00:01:02.760 probably a few dozen times the last couple of months. You're the only Pepsi 15 00:01:02.760 --> 00:01:07.210 purist that I've seen were always a big debate here on the sweet fish team 16 00:01:07.210 --> 00:01:11.670 because our founder is die hard Coke. He's actually a Cherry Coke zero guy. 17 00:01:11.670 --> 00:01:16.270 So he goes super niche on that side. But team Pepsi now, I'll tell you how 18 00:01:16.270 --> 00:01:19.830 hard core I am about Pepsi. We just had the guy who I'm forgetting his name 19 00:01:19.830 --> 00:01:23.800 right now. I'm horrible names. The inventor of Coke Zero was just on my 20 00:01:23.800 --> 00:01:28.150 podcast about a month, month and a half ago. And Pio Shankar, a good friend of 21 00:01:28.150 --> 00:01:32.440 mine, was also ahead of global marketing for Coke. So even with 22 00:01:32.440 --> 00:01:37.220 friends and alliances, I still gotta go Pepsi. It's Pepsi. Oh, man. All right, 23 00:01:37.220 --> 00:01:41.520 well, he's a diehard. Well, Tim, we're gonna be talking about a really unique 24 00:01:41.520 --> 00:01:45.480 approach you guys took to video with a specific, personalized campaign that 25 00:01:45.480 --> 00:01:49.560 you executed here recently with some target accounts. Tell us a little bit 26 00:01:49.570 --> 00:01:53.290 about this situation. I wanna unpack it, talk about some of the results that it 27 00:01:53.290 --> 00:01:56.230 drove some of the reasons it was successful, and then I think we're 28 00:01:56.230 --> 00:02:00.410 gonna have a broader conversation about personalization using video effectively 29 00:02:00.410 --> 00:02:03.620 and some of the things that we can draw out of this. One unique instance. But 30 00:02:03.630 --> 00:02:07.740 hit us with story. Time to kick it off, man. Yeah, I'll give you the high level 31 00:02:07.740 --> 00:02:11.150 of view. So the idea was, We have thousands of accounts, thousands of 32 00:02:11.150 --> 00:02:13.950 clients here in Cheetah Digital, and we have multiple products. That's right. 33 00:02:13.950 --> 00:02:17.840 We have an email marketing platform. We have a CDP, you know, customer data 34 00:02:17.840 --> 00:02:21.240 platform. We call it an E D. P experienced data platform. We have a 35 00:02:21.240 --> 00:02:25.770 loyalty platform we haven't ingest platform to help you get consumers into 36 00:02:25.780 --> 00:02:30.720 your data. So for us, there's a big push for up selling cross sale right at 37 00:02:30.720 --> 00:02:34.820 any company. But we had an awareness problem. There were a lot of clients 38 00:02:34.820 --> 00:02:38.580 who, let's say, for example, Onley bias for an email pipe, and they don't know 39 00:02:38.580 --> 00:02:42.050 that we have a loyalty platform. Well, how do we get that awareness up at a 40 00:02:42.050 --> 00:02:45.960 high level? We decided, Well, they're already clients. We're already winning 41 00:02:45.960 --> 00:02:50.030 in one area. Let's personalize what we know about that client and really 42 00:02:50.030 --> 00:02:54.930 create a customized, personalized video really was a multi format, but it 43 00:02:54.930 --> 00:02:58.300 started with video approach toe. Let them know that we have these other 44 00:02:58.300 --> 00:03:01.660 products and services. And obviously, if they consolidate, they save money, 45 00:03:01.670 --> 00:03:06.590 efficiencies, etcetera. So that's the highest level overview and it included. 46 00:03:06.590 --> 00:03:10.770 Video included. Email included personal outreach and it actually included, uh, 47 00:03:10.940 --> 00:03:14.840 paid outreach on lengthen. I love it, man. So I want to get into some of the 48 00:03:14.840 --> 00:03:18.120 steps you guys took execute on this what it looked like, what were some of 49 00:03:18.120 --> 00:03:22.000 the tools? But you had to start with picking the accounts and picking how 50 00:03:22.000 --> 00:03:25.570 you were going to personalize the message and then pick the channel. So 51 00:03:25.580 --> 00:03:29.360 talk about that planning phase where you guys made some of those decisions 52 00:03:29.360 --> 00:03:33.210 before you executed on this campaign. There was a lot of thought process into 53 00:03:33.210 --> 00:03:36.940 this because we have some clients that are highly targeted. We'd love to have 54 00:03:36.940 --> 00:03:40.190 more of their business on our products, but maybe they're small. You know, 55 00:03:40.190 --> 00:03:43.630 there are 5000 person, you know, employee company, and there's others 56 00:03:43.630 --> 00:03:47.220 that air, you know, in the 2030 thousands. So one thing we have to 57 00:03:47.220 --> 00:03:51.680 think about was, how are we going to effectively get to the decision makers 58 00:03:51.680 --> 00:03:54.880 and maybe we don't know who the decision maker is. And I've always been 59 00:03:54.880 --> 00:03:58.200 a huge proponent that I don't care if you're an intern at a company or you're 60 00:03:58.200 --> 00:04:02.310 the chief marketing officer anywhere. In between arming you with some 61 00:04:02.310 --> 00:04:06.850 knowledge about what I do can always go uphill. They could go up and down Hill. 62 00:04:06.860 --> 00:04:09.990 What I mean by that is you know, you might have somebody in a meeting, and 63 00:04:09.990 --> 00:04:13.660 CMO or marketing manager might say anybody got any good ideas, how we can 64 00:04:13.660 --> 00:04:17.170 solve this problem, something like Go. I actually saw an ad on linked in or 65 00:04:17.170 --> 00:04:19.899 sell this thing on YouTube and they claim that they could do X, Y and Z and 66 00:04:19.899 --> 00:04:23.640 their clients were getting this lift and this result. And now all of a 67 00:04:23.640 --> 00:04:27.620 sudden you went from reaching somebody like an intern or entry level, you know, 68 00:04:27.620 --> 00:04:31.910 marketing person. And you got the year of the CMO because you differentiate it. 69 00:04:31.910 --> 00:04:36.810 So we went and looked at very large companies, targets of ours, where we 70 00:04:36.810 --> 00:04:41.790 said we can get the right video in front of maybe 1000 employees. And if 71 00:04:41.790 --> 00:04:45.170 one of those thousands employees has a water cooler conversation or in a 72 00:04:45.170 --> 00:04:49.150 meeting. Bring something up and they know about our solution. Maybe we could 73 00:04:49.150 --> 00:04:52.000 get to the top dog because we know it's It's tough getting decision makers 74 00:04:52.000 --> 00:04:56.310 sometimes. And it worked for us. On the flip side, we literally created 75 00:04:56.310 --> 00:05:00.250 multiple levels of video. So an example there if we knew the name of the 76 00:05:00.250 --> 00:05:03.080 decision maker somebody in the department that we wanted to reach we 77 00:05:03.090 --> 00:05:06.740 actually spoke to them directly in the into the camera and r C m. We had our 78 00:05:06.740 --> 00:05:12.710 CMO do it So a respect level there too, right? If we want to see emos time or 79 00:05:12.710 --> 00:05:17.130 we want the director of marketings time, what better than to have my CMO take 80 00:05:17.130 --> 00:05:20.670 the time to talk directly to them? So there were really two different 81 00:05:20.670 --> 00:05:25.290 versions. One was, Hey, John Doe, Jane Doe CMO. You know, we're already doing 82 00:05:25.290 --> 00:05:29.480 business with you. We do X, Y and Z, and our results have been ABC. However, 83 00:05:29.480 --> 00:05:33.440 we have this other line of products that could help you do X, y and Z. So 84 00:05:33.440 --> 00:05:37.390 we basically told the story directly to John or Jane, but at the same time we 85 00:05:37.390 --> 00:05:41.370 had another version. It said Hey, I'm gonna use a fake name. Hey, Acme 86 00:05:41.370 --> 00:05:45.890 Airlines. We love being, you know, a partner with you in our in your email 87 00:05:45.890 --> 00:05:50.490 marketing needs. However, we also do loyalty, etcetera. We didn't talk 88 00:05:50.490 --> 00:05:54.450 directly to Jane or John Doe, the decision maker. We talked to the entire 89 00:05:54.450 --> 00:05:57.760 company. So now when you're able to run those ads and target those account 90 00:05:57.760 --> 00:06:01.180 based campaigns now everybody in the company feels like they're talking 91 00:06:01.180 --> 00:06:06.400 directly to you. And it's that personalization. It's I I contact that. 92 00:06:06.410 --> 00:06:08.740 You know, a lot of people just don't want to take the time to Dio. Yeah, 93 00:06:08.750 --> 00:06:12.670 absolutely. Grease into it. Yeah. I saw a post from Chris Walker just the other 94 00:06:12.670 --> 00:06:16.960 day. That is just so many people are not willing to put in the work, and 95 00:06:16.960 --> 00:06:20.240 they're just looking for that next silver bullet. So here we have an 96 00:06:20.240 --> 00:06:24.200 example where you guys have put in the work. So I really want to get granular 97 00:06:24.200 --> 00:06:27.970 on how you guys executed this. So was it. It was something like 70 different 98 00:06:27.970 --> 00:06:33.080 accounts and you were targeting 1000 people within those each 70 accounts 99 00:06:33.080 --> 00:06:35.990 and then you had kind of two versions for each account you had kind of a 100 00:06:35.990 --> 00:06:39.370 generic one that went to everybody and then, um, or personalized one that 101 00:06:39.380 --> 00:06:43.590 either went to the top decision maker or a handful of decision makers within 102 00:06:43.590 --> 00:06:47.660 an account. Um, I kind of someone it up right there, Tim. Yep. So imagine the 103 00:06:47.660 --> 00:06:51.130 video to Jane or John Doe. The person we know is the decision maker at least 104 00:06:51.130 --> 00:06:53.870 ahead of their department. We would get that to them. We would do that through 105 00:06:53.870 --> 00:06:57.040 email outreach. We would do whatever we could to kind of get into their inbox. 106 00:06:57.040 --> 00:07:01.950 In fact, we would have other common people send that or our account rep 107 00:07:02.240 --> 00:07:05.040 would having a relationship with somebody at the Let's, say, email 108 00:07:05.040 --> 00:07:08.030 department. When we're trying to reach the loyalty or customer service 109 00:07:08.030 --> 00:07:12.490 department, we'd have them forward them. So that was the kind of closed loop, 110 00:07:12.490 --> 00:07:16.300 narrow rifle approach. I'll say like a sniper, right? Get the right bullet to 111 00:07:16.300 --> 00:07:20.720 the right person. And then yes, the other one was, Hey, anybody who works 112 00:07:20.730 --> 00:07:24.950 in this department or has this job function at this company It's a great 113 00:07:24.950 --> 00:07:28.950 level of of Lincoln, right? The prices go up, the more you filter but you 114 00:07:28.950 --> 00:07:32.210 could really reach the right people across departments say, Hey, we're 115 00:07:32.210 --> 00:07:36.240 already doing business with you. Your email marketing is up 20% year over 116 00:07:36.240 --> 00:07:39.100 year. We'd love to do more business with you If you're in the loyalty 117 00:07:39.100 --> 00:07:42.570 department, the customer service department. If you're in the, you know, 118 00:07:42.580 --> 00:07:45.910 I t infrastructure department, reach out to us. We have a solution for you 119 00:07:45.910 --> 00:07:51.650 and we'll customize that journey. So rifle shotgun blast one hits, many one 120 00:07:51.650 --> 00:07:56.230 hits. Just the laser focused makes sense. The analogy makes a lot of sense. 121 00:07:56.240 --> 00:08:01.600 So with the high level decision makers, you went a step above kind of did some 122 00:08:01.610 --> 00:08:05.980 extra work. There have not just sending the personalizing the videos that 123 00:08:05.980 --> 00:08:11.100 specifically said their name. But then you also how can I make sure that it 124 00:08:11.100 --> 00:08:16.050 gets to their inbox? You didn't just Hey, load these up and have the SDRs or 125 00:08:16.050 --> 00:08:19.870 the eighties or whoever it is. Just send those directly. You tried to find 126 00:08:19.870 --> 00:08:23.430 where is the avenue to make sure this gets forwarded from someone internal 127 00:08:23.430 --> 00:08:27.610 where we maybe have an existing relationship, right? Yeah. Look, I mean, 128 00:08:27.620 --> 00:08:30.660 emails are number one channel. It's our most important channel. The more 129 00:08:30.660 --> 00:08:34.049 information we have, the more people engaged in our database is the best. 130 00:08:34.059 --> 00:08:38.240 Everyone has this problem, though, right? You know who to get in front of. 131 00:08:38.240 --> 00:08:42.130 You just can't get there. You can't get them to open that. So getting creative, 132 00:08:42.140 --> 00:08:45.740 finding different ways to send that email, you know, not blasting them over 133 00:08:45.740 --> 00:08:50.970 the head, but sending one from our CMO, you know, sending one from from the S D. 134 00:08:50.970 --> 00:08:55.030 Are they sending one? Because you have a great advocate inside in your 135 00:08:55.030 --> 00:08:58.250 customers organization already and say, Hey, would you mind forwarding this to 136 00:08:58.250 --> 00:09:02.230 so? And so who might get it to? So And so we personalize this video to explain 137 00:09:02.240 --> 00:09:04.810 the great lift and results we're getting. We just wanna make sure that 138 00:09:04.810 --> 00:09:08.430 they know that it just takes elbow grease. Look, it doesn't it doesn't 139 00:09:08.430 --> 00:09:12.380 work for every single client. But you'd be surprised if you did the work to 140 00:09:12.380 --> 00:09:17.190 your point. Just do the work, get creative, it will pay off. Definitely 141 00:09:17.190 --> 00:09:20.910 differentiates. And so the second part of this Tim that I heard you say this a 142 00:09:20.910 --> 00:09:24.300 little bit different than what most people do is they create an ad for 143 00:09:24.300 --> 00:09:29.400 linked in, and it's targeted at this industry and these types of people, but 144 00:09:29.410 --> 00:09:33.970 it's not targeted at a specific company. So you guys took, basically, did 70 145 00:09:33.970 --> 00:09:40.390 different versions of this ad so that people at Acme Airplane and ABC Corp as 146 00:09:40.390 --> 00:09:44.110 their scrolling linked in they would see a video that literally says their 147 00:09:44.110 --> 00:09:48.570 company name, right? Bingo. Bingo. I'll give you a good example of that one. 148 00:09:49.140 --> 00:09:52.040 Well, the salad group, the Salad Group, is an awesome group with us. They're 149 00:09:52.040 --> 00:09:58.390 they're 13 $14 billion a year Denmark grocery chain and amongst other things, 150 00:09:58.400 --> 00:10:01.860 you know, we don't know everybody in the company. So yes, we can actually 151 00:10:01.860 --> 00:10:06.470 say, Hey, did you know that the salad group, you know, loyalty program hit 152 00:10:06.470 --> 00:10:10.070 his goals in two You know, its annual goals and two months because of Cheetah 153 00:10:10.070 --> 00:10:14.400 Digital. What could we do in your depart? Right, So it's it's things like 154 00:10:14.400 --> 00:10:17.800 that. It's It's this fear of missing out little messaging, giving them a 155 00:10:17.800 --> 00:10:20.710 little statin bumps say, Hey, we're actually powering those great results 156 00:10:20.710 --> 00:10:23.160 you're probably seeing in your company's newsletter. Yeah, that's us. 157 00:10:23.170 --> 00:10:27.200 We could do this for you. We could make you look like a hero in your department. 158 00:10:27.210 --> 00:10:31.660 So taking that mentality but doing the work going and making the video, making 159 00:10:31.660 --> 00:10:35.540 the content, pulling in things, personalizing the entire videos, You 160 00:10:35.540 --> 00:10:39.550 know where some people get hung up like that'll take days, you know, per video. 161 00:10:39.940 --> 00:10:43.030 Well, Tim, that's a really good segue, because I've been kind of chomping at 162 00:10:43.030 --> 00:10:46.930 the bit to ask you How did you guys execute putting together this content? 163 00:10:46.940 --> 00:10:50.130 All of this personalization. You need to have all this ready. If you're gonna 164 00:10:50.130 --> 00:10:54.390 ask time of your CMO, you know, it needs to be prepped and ready to go, 165 00:10:54.400 --> 00:10:58.340 and it needs to be fairly efficient. I want to circle back, though, to what we 166 00:10:58.340 --> 00:11:02.480 were talking about here on. How did this campaign compared to kind of your 167 00:11:02.480 --> 00:11:06.960 typical blast? Lincoln adds conversions, that sort of stuff, but we'll get to 168 00:11:06.960 --> 00:11:11.060 the results in a minute. But I think how you guys got there with setting up 169 00:11:11.060 --> 00:11:15.980 the CMO, gathering the data, making the recording process as efficient as 170 00:11:15.980 --> 00:11:18.790 possible because a lot of people listening to this or probably yeah, 171 00:11:18.790 --> 00:11:24.710 that that's great, Tim, But I can't get my CMO or my cto or my VP of sales or 172 00:11:24.710 --> 00:11:28.100 whoever it is that would make sense to kind of run a similar A PM plays you 173 00:11:28.100 --> 00:11:33.030 guys, Um, what would you say to kind of arm them with replicating how you guys 174 00:11:33.030 --> 00:11:36.790 did that and making that pitch to executive leadership internally? Yeah, 175 00:11:36.790 --> 00:11:42.060 well, I'll start with the what I think is the easier end. And you know, we'll 176 00:11:42.060 --> 00:11:45.100 talk production in a second of how we actually pull this off from a nuts and 177 00:11:45.100 --> 00:11:50.920 bolts an hour and labor perspective. But remind your leader that they are a 178 00:11:50.920 --> 00:11:56.210 leader, right? If they are your boss, I don't care if it's the CEO board member 179 00:11:56.210 --> 00:12:01.400 CMO or just your manager. Their job is to lead you. Their job is to give you 180 00:12:01.400 --> 00:12:05.060 the resource is to do your job to the best of your ability, and they should 181 00:12:05.060 --> 00:12:09.200 be completely open minded to any idea you have specifically, if you come with 182 00:12:09.200 --> 00:12:12.630 an idea that has a little bit attraction or differentiates in a major 183 00:12:12.630 --> 00:12:16.640 way, this differentiated. So I went to Richard Jones. I said, I'm gonna need 184 00:12:16.640 --> 00:12:20.990 you for like, 90 minutes to record a bunch of stuff he's like Is it gonna be 185 00:12:20.990 --> 00:12:24.430 effective? I said probably, but I'll tell you this. I don't think our 186 00:12:24.430 --> 00:12:28.460 competitors are doing it. And And that was enough. He said, Okay, then I'm in. 187 00:12:28.470 --> 00:12:33.640 Let's do it. So you've got to remind your leaders they're there to help you, 188 00:12:33.650 --> 00:12:36.860 and they're there to get you. The resource is not everybody's amazing on 189 00:12:36.860 --> 00:12:41.270 camera. Not everybody can read a script, but you can. You can make it easy on 190 00:12:41.270 --> 00:12:44.970 them. You can use things like an iPad and your phone with a prompter, and you 191 00:12:44.970 --> 00:12:48.430 could put it just below the camera lens right now. If I had one, you know, I'd 192 00:12:48.430 --> 00:12:52.330 be able to read it, and you wouldn't be able to tell. So get your leaders to 193 00:12:52.330 --> 00:12:58.180 buy and remind them that it's different, that it might work and that it's their 194 00:12:58.180 --> 00:13:01.390 job to actually help you do that. Do you want to talk about some of the 195 00:13:01.390 --> 00:13:06.310 technology? Because yeah. Yeah, man, we we love to get tactical on this show. I 196 00:13:06.310 --> 00:13:10.450 hate kind of Oh, you could use Ah, number of tools. What? What? Number of 197 00:13:10.450 --> 00:13:13.950 tools? Yeah, break it down for us, man. Here you go. Here's how we did it. I'm 198 00:13:13.950 --> 00:13:17.120 not saying this is most efficient, but I've got about 20 plus years and video 199 00:13:17.120 --> 00:13:21.910 production from broadcast television to Web to everything in its scale. Keep it 200 00:13:21.910 --> 00:13:25.300 simple, get your scripts together, personalized the script, but keep the 201 00:13:25.300 --> 00:13:28.550 common bullets the same so that you know you're not telling a different 202 00:13:28.550 --> 00:13:35.780 story 50 times over. We did 70 in 90 minutes with my CMO. No, no joke. 70 203 00:13:35.780 --> 00:13:40.150 and 90 minutes. We were able to personalize the names. Etcetera have be 204 00:13:40.150 --> 00:13:44.670 prepared. Have that prompter ready churn through them. Stop them. If they 205 00:13:44.670 --> 00:13:48.140 flubbed that they need to start over. Don't waste time. You know Work with 206 00:13:48.140 --> 00:13:51.540 them is talent, but make sure you're being efficient with their time. Get 207 00:13:51.540 --> 00:13:55.830 the right bullets per and get it recorded. Secondly, there's a really 208 00:13:55.830 --> 00:13:59.100 great way that you can pull in their logos and imagery. Or maybe there's a 209 00:13:59.100 --> 00:14:01.970 screen grab from their Web page. You can have people go out and grab their 210 00:14:01.970 --> 00:14:06.680 Web page or grab an email. If you're doing email services, grab something 211 00:14:06.680 --> 00:14:09.720 visual that you're actually doing today for the company. If their current 212 00:14:09.720 --> 00:14:13.850 client, if not grab something that you could give them props on like, Hey, we 213 00:14:13.850 --> 00:14:17.270 saw this email around your holiday campaign. It was amazing. Do you know 214 00:14:17.270 --> 00:14:21.800 that our clients actually get a 10% you know, lift or 20% lift if we do X, y 215 00:14:21.800 --> 00:14:24.910 and Z That's why we'd love to do business with you, but bring a visual 216 00:14:24.910 --> 00:14:29.000 to it. Don't just have a talking head and then look at technology out there 217 00:14:29.000 --> 00:14:33.310 to scale those edits. And literally, if you're editing in final Cut Premiere 218 00:14:33.310 --> 00:14:38.390 Pro, which is what we use, I think that template er is a company data I Oh, I 219 00:14:38.390 --> 00:14:42.320 believe their name is where you can literally name J pegs. If they're all 220 00:14:42.320 --> 00:14:48.100 the same size, name them in sequence. So J peg 12345 And then again, your 221 00:14:48.110 --> 00:14:53.090 editor can go in and do the same edits and pull in their Web page, their logo, 222 00:14:53.090 --> 00:14:57.320 their head shot. Whatever it is, it's systematically. So now you're not 223 00:14:57.320 --> 00:15:01.510 literally doing this thing, you know, edit by edit. You're using batch 224 00:15:01.520 --> 00:15:06.190 exporting and premiere pro to bring in common elements that are unique to each 225 00:15:06.190 --> 00:15:11.130 video export. At that point, we were also directly importing directly into 226 00:15:11.130 --> 00:15:14.820 YouTube. The reason we like YouTube is we could share that internally. They 227 00:15:14.820 --> 00:15:19.030 could be unlisted. We do some re marketing and retargeting based on some 228 00:15:19.030 --> 00:15:23.240 technology we have that we can retarget on YouTube ads for linked in again, 229 00:15:23.240 --> 00:15:26.670 you're gonna have a unique file for every single company. So for us, it 230 00:15:26.670 --> 00:15:33.190 would be company name and target name. So Jane or John Doe, the generic 231 00:15:33.190 --> 00:15:37.160 shotgun blasted, Just went all all employees was named, you know, generic. 232 00:15:37.170 --> 00:15:42.560 So keep it simple and then keep your ad campaign names. Keep your you know any 233 00:15:42.560 --> 00:15:47.230 of your campaigns or add groups named the same as your files. You know, keep 234 00:15:47.230 --> 00:15:51.150 that taxonomy going. It's very, very simple to go on pull report to see 235 00:15:51.150 --> 00:15:55.130 what's working, what's not. And the other thing is, shake it up. If you're 236 00:15:55.130 --> 00:16:00.330 gonna have your CMO sit down and do 2030 40 reads a B, test this. So maybe 237 00:16:00.330 --> 00:16:05.440 take two different approaches. One that is very you know, I don't know your 238 00:16:05.440 --> 00:16:09.400 business for us. We actually did this where we got very personal Tom, we know 239 00:16:09.400 --> 00:16:13.200 you love the Mets and this and that. So we we got an office in New York. And 240 00:16:13.210 --> 00:16:16.860 we're knocking it out of the park with your email results with, you know, this 241 00:16:16.860 --> 00:16:21.580 sub brand, right? Tie it in. Thea. Other approach was You know, Tom, we 242 00:16:21.580 --> 00:16:24.380 appreciate you. You know, we're a great business where Stewart were global 243 00:16:24.380 --> 00:16:27.760 brand. We didn't really get too personal, but we we talked about the 244 00:16:27.770 --> 00:16:33.120 results were driving. So again, you can put in one or two in all your ad 245 00:16:33.120 --> 00:16:37.460 campaigns and in your video, so you could have V one V two. So now you can 246 00:16:37.460 --> 00:16:41.080 look at the name. You can look at the company, you can look a generic versus 247 00:16:41.080 --> 00:16:45.730 the named John or Jane Doe, and you can very quickly pull a metro support and 248 00:16:45.730 --> 00:16:50.390 say Wow, when we got really personal and we use the generic, it worked. 249 00:16:50.400 --> 00:16:54.580 We've got engagement. When we did this, it didn't work as well. So just like 250 00:16:54.580 --> 00:16:58.950 anything else a B test, But use taxonomy and use your people. Listen to 251 00:16:58.950 --> 00:17:02.790 your editors. Listen to your producers. And by the way, we did 70 with CMO in 252 00:17:02.790 --> 00:17:08.050 90 minutes recorded. I think we had ah 100 versions turned out in three days 253 00:17:08.540 --> 00:17:12.310 with one editor because we were using, you know, temperature and other, you 254 00:17:12.310 --> 00:17:15.480 know, technology that was allowing us toe bulk pull in those personalized 255 00:17:15.480 --> 00:17:22.040 assets. It's not rocket science. Hey, everybody, Logan with sweet fish here 256 00:17:22.050 --> 00:17:25.160 if you've been listening to the show for a while, you know, we're big 257 00:17:25.160 --> 00:17:29.550 proponents of putting out original organic content on Lee did. But one 258 00:17:29.550 --> 00:17:33.600 thing that's always been a struggle for a team like ours is too easily track 259 00:17:33.600 --> 00:17:37.320 the reach of that LinkedIn content. That's why I was really excited when I 260 00:17:37.320 --> 00:17:41.430 heard about Shield the other day from a connection on you guessed it linked in. 261 00:17:41.440 --> 00:17:46.260 Since our team started using shield, I've loved how it's led us easily track 262 00:17:46.270 --> 00:17:50.210 and analyze the performance of are linked in content without having to 263 00:17:50.210 --> 00:17:54.080 manually log it ourselves. It automatically creates reports and 264 00:17:54.080 --> 00:17:57.700 generate some dashboards that are incredibly useful to see things like 265 00:17:57.710 --> 00:18:01.170 what contents been performing the best and what days of the week are we 266 00:18:01.170 --> 00:18:05.570 getting the most engagement and our average views proposed? I highly 267 00:18:05.570 --> 00:18:08.730 suggest you guys check out this tool. If you're putting out content on 268 00:18:08.730 --> 00:18:13.040 LinkedIn, and if you're not, you should be. It's been a game changer for us. If 269 00:18:13.040 --> 00:18:18.070 you go to shield app dot ai and check out the 10 day free trial, you can even 270 00:18:18.070 --> 00:18:23.410 use our promo code B two B growth to get a 25% discount. Again, that's 271 00:18:23.420 --> 00:18:30.090 shield app dot ai And that promo code is be the number to be growth. All one 272 00:18:30.090 --> 00:18:38.650 word. All right, let's get back to the show E. I love that Tim. Yeah, it's the 273 00:18:38.650 --> 00:18:41.380 same thing. I tell a lot of our customers that are looking at launching 274 00:18:41.380 --> 00:18:44.850 a podcast, and I talk about our service tonight. I have to time out and stop 275 00:18:44.850 --> 00:18:49.320 sometimes and just thoroughly admit, Look what we've built together in the 276 00:18:49.320 --> 00:18:52.660 systems and processes and the and the people on the way we've arranged it. 277 00:18:52.640 --> 00:18:55.600 None of it's rocket science, but we've done it enough, and we've created 278 00:18:55.600 --> 00:18:59.010 templates, and we've created repeatable processes that we take the guesswork 279 00:18:59.010 --> 00:19:02.850 out of it. The same thing applies here if you if you do one, you kind of learn 280 00:19:02.860 --> 00:19:06.700 and then you build templates off of that. I was talking with Adam Guillette. 281 00:19:06.710 --> 00:19:11.100 Previously on the show he was at G two now, he said, at Help Scout and he 282 00:19:11.100 --> 00:19:15.180 talked a lot about how, whenever they run a campaign and a B M campaign or 283 00:19:15.190 --> 00:19:20.020 anything else, or webinar or whatever it is, they always try to build out the 284 00:19:20.020 --> 00:19:24.490 framework so that they can duplicate that project in a sauna and then change 285 00:19:24.490 --> 00:19:28.820 it from there. But always document what you do. It's something Chris Ron zero a 286 00:19:28.820 --> 00:19:32.360 train, You'll he's always in my head. I've heard their team talk about it, do 287 00:19:32.360 --> 00:19:35.740 it, document it, and then you can delegate it, and then that's where the 288 00:19:35.740 --> 00:19:39.660 scale really comes in. So let's talk a little bit about results and maybe some 289 00:19:39.660 --> 00:19:43.400 of the surprises. So you guys took this approach to about 70 accounts. Existing 290 00:19:43.400 --> 00:19:47.700 customers looking for cross sell up sell opportunities. What were some of 291 00:19:47.700 --> 00:19:51.510 the results? What was interesting and part of our strategy is we didn't just 292 00:19:51.510 --> 00:19:56.500 do this because we could. It was very well timed. With our signals event. We 293 00:19:56.500 --> 00:20:00.230 hear a cheetah have a five weeks of content stressed over nine. We're in 294 00:20:00.230 --> 00:20:02.450 the middle of it right now. In the middle of October, it's still 295 00:20:02.450 --> 00:20:07.600 continuing. We wanted a second conversation starter if we needed it so 296 00:20:07.600 --> 00:20:10.890 rather than say, Hey, Jane Doe were smashing your email. KP eyes is a 297 00:20:10.890 --> 00:20:14.560 partner for you. We'd love to talk to you about loyalty or your CDB. You want 298 00:20:14.560 --> 00:20:18.140 to chat? You know, if they went dark or we knew that they watched it, but they 299 00:20:18.140 --> 00:20:20.920 didn't really engage with us. We at least wanted to have something else 300 00:20:20.920 --> 00:20:24.720 that was timely. So that was It was a key part of the strategy. And we were 301 00:20:24.730 --> 00:20:28.550 able to say, Oh, and by the way, we know you're busy. Thanks for watching 302 00:20:28.550 --> 00:20:31.950 the video. We know you opened it. We saw the cookie fire, etcetera. However, 303 00:20:31.950 --> 00:20:35.650 we have signals. And we think these two sessions and what those clients are 304 00:20:35.650 --> 00:20:41.900 going to say about their results with our say loyalty product will be very 305 00:20:41.900 --> 00:20:47.790 interesting to you. And it works perfectly. So right off the bat, some 306 00:20:47.790 --> 00:20:51.740 people we were trying to reach for across an up sell who just weren't 307 00:20:51.740 --> 00:20:55.610 engaging with the SDR, the E. And we just couldn't break through instantly 308 00:20:55.610 --> 00:20:59.820 if they got that video, they watched it. They were engaged, and some of them in 309 00:20:59.820 --> 00:21:03.560 the same week reached out and said, I really appreciate you taking the time? 310 00:21:04.140 --> 00:21:07.580 You know, I understand that time is money, and we don't have a lot of time. 311 00:21:07.590 --> 00:21:11.410 Sure, I will take your call and I'll have my you know, admin set up 20 312 00:21:11.410 --> 00:21:15.520 minutes like Boom. Holy Grail. That's all we needed. We just needed 20 313 00:21:15.520 --> 00:21:19.560 minutes. We you know, now our CMO whoever once they get the 20 minutes, 314 00:21:19.940 --> 00:21:23.310 they better be on the ball, right. Provide the value exchange, quickly 315 00:21:23.310 --> 00:21:26.720 convey the value of how we could say we're winning over here. We wanna win 316 00:21:26.720 --> 00:21:31.380 over here for you as well. So that was very interesting to see instant results. 317 00:21:31.390 --> 00:21:37.140 The second one is we had people sign up for our signal session. So it was the 318 00:21:37.140 --> 00:21:41.780 12 punch, right? Hey, we're crushing it right now for you. We love to crush it. 319 00:21:41.790 --> 00:21:44.880 Can we have a conversation? They didn't engage, but we know that they're 320 00:21:44.890 --> 00:21:48.120 already going and taking our suggestions and say, Hey, Michael 321 00:21:48.120 --> 00:21:52.890 starts. You know, CEO at bloomin Brands. Outback Steakhouse has getting eight 322 00:21:52.890 --> 00:21:57.870 times lift in revenue through this, you know, messaging device. Now we see that 323 00:21:57.870 --> 00:22:02.510 targeted Jane Doe or John Doe in our content. Siri's. So we are engaged even 324 00:22:02.510 --> 00:22:05.740 though we're not direct. The other thing is we've closed business in less 325 00:22:05.740 --> 00:22:10.650 than 90 days. We closed multiple, cross an up sell with them because they were 326 00:22:10.650 --> 00:22:14.470 like we never knew you did this. It's like, Yeah, that's on us. We should 327 00:22:14.480 --> 00:22:18.110 always be able to tell you just because you may be by cups from us and you 328 00:22:18.110 --> 00:22:21.480 don't know we sell plates too. Well, now you know we sell plates. Why don't 329 00:22:21.480 --> 00:22:25.150 you get them both the same place? And it's that theory. Um, sometimes they 330 00:22:25.150 --> 00:22:30.140 just don't know. So it was great, uh, to see a couple of brands go. Wow, we 331 00:22:30.140 --> 00:22:33.280 were actually getting ready to RFP. But we love you. You're right. You're 332 00:22:33.280 --> 00:22:37.280 smashing it. You know our KP eyes in this one area. Cool. Let's do more 333 00:22:37.280 --> 00:22:41.070 business together. So quick Winds came right out of it, and the CMO was like, 334 00:22:41.440 --> 00:22:44.710 Tim set me up. Let's do this once a week. Let's do 70 more who are next 335 00:22:44.710 --> 00:22:48.970 prospects. I love hearing that about leadership being excited on the next 336 00:22:48.970 --> 00:22:52.300 thing. But before we moved in, the next thing I know some people listening this 337 00:22:52.300 --> 00:22:55.330 or maybe like, well, some accounts, some book meetings, like Give me some 338 00:22:55.330 --> 00:22:59.250 numbers, Tim. So break it down for the skeptics out there. Either Percentage 339 00:22:59.250 --> 00:23:03.080 of accounts that you got into revenue closed deals. What? What were some of 340 00:23:03.080 --> 00:23:06.760 the hard numbers here? Yeah. You know, I can't give too much of the secret 341 00:23:06.760 --> 00:23:11.460 sauce away, but I will say that we had what I would call stonewalled accounts. 342 00:23:11.460 --> 00:23:14.320 Right? SDRs just throwing up their hands, going Good luck. You can 343 00:23:14.320 --> 00:23:18.280 personalize all you want. This is gonna happen. And I know that we had a 20% of 344 00:23:18.280 --> 00:23:21.920 our outreach. Roughly 20%. We did get to that next stage. Whether that was a 345 00:23:21.920 --> 00:23:25.960 direct meeting or some other engagement, that was a high score in us in our 346 00:23:25.960 --> 00:23:30.360 scoring system. So it was It was a good lift. It was well worth the 90 minutes 347 00:23:30.360 --> 00:23:36.100 for the CMO to do this. Secondly, we closed. I know we close to deals with 348 00:23:36.110 --> 00:23:40.440 existing clients within two weeks of this campaign kicking off simply 349 00:23:40.440 --> 00:23:43.880 because those clients didn't know we offered those other services. Right? So 350 00:23:43.880 --> 00:23:47.450 again, back on us, they that person, even though they're buying, let's say 351 00:23:47.450 --> 00:23:51.210 email marketing from us they didn't know we had a loyalty program simply 352 00:23:51.210 --> 00:23:54.470 because we got in front of them, were able to let them know. And we also have 353 00:23:54.470 --> 00:23:57.500 this other service. They were like, Well, great, Yeah, you are crushing it 354 00:23:57.500 --> 00:24:00.290 over here. So let's do business over there. Let's try again. So look, 355 00:24:00.300 --> 00:24:03.620 revenue was booked and sizeable revenue. I mean, we're going after global brands. 356 00:24:03.620 --> 00:24:07.020 We're not talking, you know, 25 50 $100,000 deals here. We're talking, you 357 00:24:07.020 --> 00:24:13.160 know, big deals. So for us, it was a no brainer, you know, instant results. And 358 00:24:13.160 --> 00:24:17.360 within a month it was very clear that this is what we dio and and not only 359 00:24:17.360 --> 00:24:20.840 that, we're pushing it even farther. Like, how can we go to the next level? 360 00:24:20.850 --> 00:24:24.850 This was just scratching the surface. Frankly, I love it, man. So 20% 361 00:24:24.850 --> 00:24:29.700 conversions to kind of the next stage. Two sizable deals in two deals with 362 00:24:29.710 --> 00:24:34.040 with existing customers where you could have possibly lost your incumbent 363 00:24:34.050 --> 00:24:37.590 advantage, had they been just not knowing that you did something else. 364 00:24:37.590 --> 00:24:40.510 And then they went and did some research because an intern sawn out of 365 00:24:40.510 --> 00:24:44.080 a competitor er right, and came in the same way you just talked about breaking 366 00:24:44.080 --> 00:24:49.760 in to a new account for anyone who's looking at going systematically over at 367 00:24:49.770 --> 00:24:52.760 your existing accounts, I highly suggest in the show notes we're gonna 368 00:24:52.760 --> 00:24:57.550 link Thio an episode I did with Tim Restorer, who is the co author of the 369 00:24:57.550 --> 00:25:01.730 expansion sale, talks a lot about How do we have those conversations? And I 370 00:25:01.730 --> 00:25:05.390 hear it a lot in what you're saying right now, Tim, because you guys always 371 00:25:05.390 --> 00:25:09.170 lead with. Here's the results we've delivered so far. Here's where we've 372 00:25:09.170 --> 00:25:13.430 come together and pointing out those winds or always where you want to start 373 00:25:13.430 --> 00:25:17.920 with any conversation with an existing customer. Whether that's why pay Mawr. 374 00:25:17.920 --> 00:25:23.830 Why add on Why change? Why stay? Why, why forgive if you need to eat some 375 00:25:23.830 --> 00:25:27.900 crow whatever the case is. So, Tim, you mentioned you guys kind of moving on 376 00:25:27.900 --> 00:25:33.430 the next thing for anyone listening to this that that wants to take some 377 00:25:33.430 --> 00:25:36.790 action based on what you've talked about here, what are some of the key 378 00:25:36.790 --> 00:25:40.890 things you want them to take away from this learning and think about going and 379 00:25:40.890 --> 00:25:45.850 applying to an A B M campaign and Upsell campaign. Whatever it is, where 380 00:25:45.850 --> 00:25:50.150 they could learn from what you guys just executed here. Yeah. I mean, the 381 00:25:50.150 --> 00:25:54.830 one thing I always tell anyone in sales is go follow what the big brands are 382 00:25:54.830 --> 00:25:58.580 doing down to the consumer level, right? Consumers or people, you gotta 383 00:25:58.580 --> 00:26:01.260 understand them is people. Even if we're just talking about somebody who 384 00:26:01.260 --> 00:26:05.140 is looking for new, you know, cups, right, what makes them tick? What are 385 00:26:05.140 --> 00:26:08.680 they using them for? Their bachelor, Their family Look for kid friendly. 386 00:26:09.040 --> 00:26:13.880 They take a very finite approach of personalization. You have to do the 387 00:26:13.880 --> 00:26:16.690 same thing. And b two b. And that's what I think B two b has been missing. 388 00:26:16.690 --> 00:26:20.810 We've been doing this cast and blast and, you know, scale. If I hit 1000 389 00:26:20.810 --> 00:26:25.210 emails, you know somebody will open on somewhere. I disagree. I think we have 390 00:26:25.210 --> 00:26:27.720 to get a little more granular. You have to do the work. You have to roll up 391 00:26:27.720 --> 00:26:30.860 your sleeves, you have to do some research and you got a match and marry 392 00:26:30.860 --> 00:26:34.930 that personalized offering. I like what you just what you just called out, 393 00:26:34.930 --> 00:26:40.060 which is start with a stat, in fact, to write. Anchor yourself on a positive to 394 00:26:40.060 --> 00:26:43.550 start your conversation specifically if you're talking cross selling up, so 395 00:26:43.550 --> 00:26:47.220 that should be the easiest business toe win. If you could say I'm already doing 396 00:26:47.220 --> 00:26:51.650 something good for you, let's doom or good. Um, then it's great, But always 397 00:26:51.650 --> 00:26:55.880 anchor yourself on a positive, static fact or conversion and you know that's 398 00:26:55.880 --> 00:26:59.560 not new. But do something different. You want to stand out, you wanna, you 399 00:26:59.560 --> 00:27:02.620 wanna become a billionaire. You know, I've worked from our Cuban for a few 400 00:27:02.620 --> 00:27:05.830 years. You got to do the work. You've got to read the manuals. You gotta 401 00:27:05.840 --> 00:27:09.850 differentiate. So you keep doing what you're doing. Or you could try 402 00:27:09.850 --> 00:27:13.780 something new. Try something out of the box. But personalization is gonna be 403 00:27:13.780 --> 00:27:17.380 your key ingredient. My opinion? That's great advice to him. And it's not just, 404 00:27:17.380 --> 00:27:20.670 you know, lip service, because we've just been about 30 minutes talking 405 00:27:20.670 --> 00:27:24.300 about how you guys executed you did something different. I love how you 406 00:27:24.300 --> 00:27:28.010 started with pitching your leadership on the vision for it. You were honest 407 00:27:28.010 --> 00:27:32.680 and not over promising, but you spun it in a way that said, Well, our 408 00:27:32.680 --> 00:27:36.520 competitors aren't doing it and I think it's going to be effective sometimes. 409 00:27:36.520 --> 00:27:40.740 Just that and the confidence and the transparency as you pitch that 410 00:27:40.740 --> 00:27:44.600 internally are gonna help you get that buy in and then make it efficient. I 411 00:27:44.600 --> 00:27:48.210 love the way that you guys just zigged when everybody else is Aggie, everybody 412 00:27:48.210 --> 00:27:53.370 is doing. Lincoln adds to the e book download to the str email cadence, and 413 00:27:53.380 --> 00:27:57.350 none of it is personalized. Bye bye company The way that you guys are doing 414 00:27:57.350 --> 00:28:00.630 it, you know, you did that with the Lincoln ads. You're also going in 415 00:28:00.630 --> 00:28:06.030 Lincoln D. M's and email and intro emails to get those 1 to 1 videos in 416 00:28:06.030 --> 00:28:10.680 the hands in the in boxes Aunt played and the other thing that you just 417 00:28:10.680 --> 00:28:13.560 barely touched on, But I thought was a really nice wrinkle you guys threw in 418 00:28:13.560 --> 00:28:18.370 there. Gary, these book Jab, jab, jab, Right hook. There are three jabs for a 419 00:28:18.370 --> 00:28:21.260 reason, right? We think that just because we did the work of 420 00:28:21.260 --> 00:28:24.880 personalizing just because we did the work of reaching out multiple times 421 00:28:24.890 --> 00:28:28.960 that then our prospects or even our existing customers os that response, 422 00:28:28.960 --> 00:28:33.020 they don't owe us anything, So you've got to be ready to jab again. Which is 423 00:28:33.020 --> 00:28:37.610 exactly what you guys did in offering a semi personalized, I would say somewhat 424 00:28:37.610 --> 00:28:41.120 customized, right? Maybe not personalized, but customized. Hey, we 425 00:28:41.120 --> 00:28:44.960 think you would like these sessions at our upcoming event. Or, you know, this 426 00:28:44.960 --> 00:28:49.200 content Siri's or whatever the case is. So I think that's another key. Learning. 427 00:28:49.200 --> 00:28:53.770 Don't just kind of Max out the first jab without thinking. What if the right 428 00:28:53.770 --> 00:28:57.180 hook doesn't land right after that? What are your next sequential steps 429 00:28:57.190 --> 00:29:00.530 where you're gonna add value throughout the process? So I thought that was 430 00:29:00.530 --> 00:29:04.440 really good. Thio Tim, if anybody listening to this has become a fast 431 00:29:04.440 --> 00:29:08.090 friend of yours just like myself here, I've really enjoyed this conversation. 432 00:29:08.090 --> 00:29:11.380 How can they reach out and stay in touch with you and the Cheetah Digital 433 00:29:11.380 --> 00:29:15.900 team? Yeah, I mean, look, Cheetah Digital eyes on LinkedIn. That's where 434 00:29:15.900 --> 00:29:19.910 we're constantly flooding content. Cheetah digital dot com Right now, it's 435 00:29:19.910 --> 00:29:24.570 fall of 2020 a crazy year, but we had to take our conference online, but 436 00:29:24.570 --> 00:29:28.430 we've got so much content there that you can consume a chief digital dot com. 437 00:29:28.430 --> 00:29:32.560 In fact, we kicked off our conference with me and the CMO jumping skydiving 438 00:29:32.560 --> 00:29:36.200 out of an airplane. Tommy Lee from Motley Crue. You know, the world famous 439 00:29:36.200 --> 00:29:39.850 drummer kicks us out of an airplane, basically, and we we do a bunch of 440 00:29:39.850 --> 00:29:44.070 stuff with him. So go have some entertainment on our website. Follow us 441 00:29:44.070 --> 00:29:48.380 on LinkedIn. Our twitter feed is, you know, it's a twitter feed, but Lincoln 442 00:29:48.380 --> 00:29:51.780 and our website is definitely where you can find out what we're doing. Yeah, 443 00:29:51.790 --> 00:29:55.260 we're all about linked in a swell. So, Tim, I appreciate it, man. Thank you so 444 00:29:55.260 --> 00:29:58.980 much for making time for the chat today. I really appreciate it. No worries, man. 445 00:29:58.980 --> 00:29:59.880 Good to be on. Thanks. 446 00:30:02.840 --> 00:30:06.260 For the longest time, I was asking people to leave a review of B two B 447 00:30:06.270 --> 00:30:10.270 growth in apple podcasts, but I realized that was kind of stupid, 448 00:30:10.280 --> 00:30:15.700 because leaving a review is way harder than just leaving a simple rating. So 449 00:30:15.700 --> 00:30:19.500 I'm changing my tune a bit. Instead of asking you to leave a review, I'm just 450 00:30:19.500 --> 00:30:23.690 gonna ask you to go to BBB growth in apple podcasts. Scroll down until you 451 00:30:23.690 --> 00:30:27.640 see the ratings and review section and just tap the number of stars you wanna 452 00:30:27.640 --> 00:30:33.550 give us no review necessary super easy, and I promise it will help us out a ton. 453 00:30:33.640 --> 00:30:37.500 If you want a copy of my book content based networking, just shoot me a text. 454 00:30:37.510 --> 00:30:40.720 After you leave the rating on, I'll send one your way. Text me at 455 00:30:40.720 --> 00:30:45.450 4074903328
