Transcript
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Welcome back to Baby Growth. I'm Dan
Sanchez with Sweet Fish Media, and
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today it's just me again. And I'm gonna
be talking about some of the lessons
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I've learned after this last week of
talking to multiple practitioners,
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thought leaders, even some clubhouse
meetings I was in recently with James
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Carberry. I've learned so much about
account based marketing in another week.
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It's like when you start risk reading
and pounding the material and talking
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to all these people, you tend to learn
on rapid fire. So I keep unlocking new
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lessons. In fact, this week I wanted to
circle back around to engagement,
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actually found a couple of different
levels you could do engagement on.
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That's different from the one too many
one too few oneto one, because that's a
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way of looking at it. But there's
actually a whole another way of looking
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at it, and I've talked about pieces of
this with a bunch of different episodes
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over this last week, but I wantedto
circle back around it and give some
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highlights of some of the things I've
learned and kind of package it up in a
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way that I think would make the most
sense for you. So again, if you're
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joining me, if this is the first
episode you've listened to the month of
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February, I've been on a month long
search for figuring out a B M account
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based marketing as a methodology for B
two B marketers. I'm still new to the B
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two B marketing game. I am a B two c
market. Er. I've done a lot of higher
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ed B two C companies, even local
companies. Coffee shops, dentist,
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nonprofit. I've done some B two B work
in the past, but not as much as I'm
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doing now, especially with all the
interviews I'm doing with B two B
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marketers and marketing sweet fish
media myself, there's a lot to learn,
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and with a B M, there's certainly Mawr
goodness to go around. So let's jump
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into the three different levels of
engagement. You can look at the count
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based market, and again, this isn't one
too many. One too few oneto one
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campaigns. This is looking at it
differently, and it's looking at it
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with at the stakeholders in the
accounts that you're targeting. I just
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talked to Dimitri over at in, flew to
about how tow target different people
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differently into account. And that's
what I wanted to break down in this
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episode. So I've had a couple of
different insights since then. So just
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so you know, like the first level would
just be targeting the one stakeholder
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that you know is the ideal buyer for an
account that one person you know is the
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main person doing all the work toe
secure. Whatever it is you're selling,
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there's that person. But we know
there's more than one person that
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usually when you're selling B two b,
there's a whole team of people that you
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need to convince to buy your solution.
And that's what what we're gonna do a
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little bit deeper into is, I think you
could break it down into a few
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different levels and scale into it
rather than making it too complex to
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start. So I'd say the first level is
just finding that ideal buyer and
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targeting them and still laying out a
whole funnel for them. So what are you
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going to do with your messaging at the
beginning of the funnel while you're
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gonna build messaging around awareness,
just getting them aware of the main
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problem you address and who you are
right and around your content. You're
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going to deliver content, the beginning
of the stage of the funnel that just
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peaks their interest. It's categories
and topics that they're interested in.
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It may or may not have to do with what
you sell directly, but it's in the
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realm of what your target audience.
What that target buyer is interested in
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if you sell legal services to marketing
agency CIOs and you're publishing about
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marketing agency stuff, but it's not
necessarily about legal services yet,
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right? So and then testimonials like
you wanna probably publish some
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testimonials at even at the beginning
of the funnel that covers some really
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interesting insights from people that
are like them, right. But then all that
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changes when you come a step down the
funnel into this engagement stage, Um,
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where they know about you. They're
aware of you now, so your messaging is
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going to switch to be more benefit
related. The things that you selling
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the benefits that can happen. Of course,
this is somewhat of an over
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generalization. You can mix and match
these in different places. There's kind
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of an overview to kind of give you an
idea what I mean by changing your
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marketing per different parts of the
funnel, right, So your messaging is
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that it might be more benefit driven.
Your content is probably going to be
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answering more specific questions
related to what you sell, though not
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necessarily talking about the product,
but it's definitely in the category of
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what you sell. Now your content
marketing is, and your testimonials are
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going to be from your customers that
air now, exploring and telling your
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your ideal buyer how much they've loved
in the results. They've seen working
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with you, right? And that all changes
again. When they're in the very bottom
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stage of your funnel into the awareness.
When they're talking to sales, you're
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going to be doing messaging. That's
more feature comparison, right? You're
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going to have content. That is more
education on how your product works and
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you're going to have testimonials. They
go a little bit deeper about why people
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like working with your company, not
just the results they've seen, but what
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they've enjoyed about working with your
custom might be about your customer
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service. It might be about different
things they didn't expect that were
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amazing. It might be handling some,
like bottom of the photo, all types of
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objections that come out. But you can
see how you can customize the different
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types of marketing and the content, the
messaging and the testimonials you are
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putting in front of people based on
what stage of the funnel there in. Now,
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take that in mind that this is the
first stage right. Building this all
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out takes a long time to even for your
ideal buyer. You have this one person
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in mind for this one major product
category that you're trying to sell to
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in your A B M campaign, and it is a lot
of work just building it out for the
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one buyer for every major stage, from
awareness to engagement to the last
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bottom of the funnel consideration
stage as they're talking to sales. It
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is a lot, just a lot of work to just to
get that done, which is kind of where
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we're focused on its sweet fish media.
I'm still putting together this main A
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B M funnel, but I'm also keeping my
eyes on the prize. I think there's
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other levels we could be doing
internally, and so I'm creating this
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content now for you because I'm
learning it. And I'm also kind of like
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earmarking it for myself as I get into
developing this for sweet fish media.
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So here's the second level. So we have
that we have the full funnel developed
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for our ideal buyer. But we can also
build a second round where we start to
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customize the funnel for different
industries. Yes, it's still for the
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ideal buyers, but we're often selling
to more than one industry. And if we
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have a couple of key industries we have,
we might have a generic funnel we start
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off with. But we can actually segment
into a couple of different industries
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to customize it further. Maybe we sell
the three different industries and no
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sweet fish media. We cover, like a
number of difference industries that we
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tend to focus more on B two B tech
companies, specifically B two b SAS
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Tech companies. They're still even
industries within that small little
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category that I could splinter it off
to. I could have a whole fintech
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version. I could have a whole
manufacturing arm. I could have a whole
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marketing services are more mark tech
vendors right and still customize it
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further yet for the ideal buyer, and
that is a way to get Mawr personalized
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across the board. So now I'm coming up,
not with just general at the top of the
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funnel, right awareness piece awareness
messaging, coming up with content.
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That's Peking curiosity or is about
them more than it is about us and
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coming up with testimonials that air
just like really intriguing case
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studies from their peers. They're all
customized, so the awareness is around
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being aware that you even serve their
industry content. That's interesting to
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their particular nuanced industry right
and testimonials that air from
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customers you already have in their
industry. So that is the second level
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of engagement. So it's taking the first
funnel you developed and multiplying at
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times, however many industries you
really want to focus on, and then the
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third level takes it a step further by
not just identifying the ideal buyer,
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but all the different buyers within the
account because you have your ideal
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buyer, but there's probably they
probably have a boss that's going to be
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looking over their shoulder and
checking up to see what they're they're
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buying and maybe has to approve some
budget at a higher level. There's
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probably a direct report or many direct
reports that have to use the thing that
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your buyer is buying right, that you
have to convince. And there's probably
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some potentially some other departments
within the organization that get to
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weigh in on this decision, because it
might be a big enough purchase that
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other departments are involves more
than just one single department. There
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is some peers that your ideal buyer has.
That might be naysayers that might be
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People that ask very different
questions have a very different view of
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the world of what's good. And so you
take all the funnels you developed for
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all those industries, and then you
create more funnel still that are
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customized for the different buyers
within the account, because we know
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when we're dealing with accounts.
That's why we even use the word just
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account and not buyer, because there's
multiple people within the accounts
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that you have to market to and to sell,
and the more content you could come up
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with and the more sophistication and
customization you could bring to every
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single piece, the more it's going to
resonate them or it's going to get them
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to take the baby. Step down the funnel
towards buying your solution. So let's
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take an example if we're looking at
instead of just your buyer but maybe
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the CEO of your buyer If you're selling
to the sweet C suite, you wanna be able
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to make something for their boss, right?
Because the CEO is gonna look
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differently at the awareness stage than
the CTO is. Maybe that you're trying to
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sell to the boss of the CTO has a
different world view. They have a
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different paradigm of what success and
what they care about, what keeps them
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awake at night. And the CTO does, right?
So you wanna have a different awareness
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kind of campaign in your messaging? You
wanna have different content that
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piques their curiosity. That's just
geared for the CEO. You wanna have case
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studies from CEOs now CEOs in that
industry right that you are
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specifically targeting You could see
how this becomes a lot of different
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content to make messaging to set up and
testimonials to go find. But what did
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it make sense that a if you're a CEO of
a company and maybe in the health
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industry like a hospital right that if
you see if they build awareness for
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that particular that narrow of a niche
of a profile and they're selling the
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CTO is. But they're still creating
awareness for the CEO who's going to be
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looking over that CTO shoulder to see
what that might have. Some be
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evaluating what the CTO is buying. If
it's a big purchase, that customizing
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the messaging and creating content
that's specifically created for that
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CEO in mind and then coming up with
testimonials from other CEOs in the
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similar industry that's going to draw
them in. And so while it's very
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difficult to come up with that much
content, all of those testimonials, all
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that messaging and all the different
pieces of content that you need in
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order to walk every single buyer down
the funnel within the account, it still
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works and we're going. We're already
creating content, were already
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collecting testimonials, so really, we
just need to create a system of
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creating it and then cataloging it so
that our sales reps in our marketing
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teams have access to all the different
pieces. You know, you can label them
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all a such so that you can kind of
create this like grid of sorts of
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different content and so you can plug
it into the right places, so that goes
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to the right people at the right time.
So that's what I've been thinking about.
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It's kind of like Stretch to my mind is
I thought about all the different
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possibilities of all these different
messaging and content testimonials and
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where it could be fitting across all
these different pieces of the puzzle.
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It's definitely pushing me to think
differently about how I'm even
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structuring my own content, marketing
and how different pieces of it can fit
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into different parts of the funnel for
different people at different times. So
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it's very exciting to think about. It
certainly creates a long road map for
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me of stuff that we still need to dio,
which it's a never ending list, which
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that's really a good things. That's
that's job security, right? Marketers.
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That's that means we get to stay around
for a long time because we have a lot
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of work to dio. In the short term,
though, just start with the one funnel
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for your ideal buyer and account based
marketing system, and it's already
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going to be so much more efficient and
effective than just targeting the
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masses or even a large segment of what
our potential buyers. If you could just
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target your key accounts and those
ideal buyer's first, it's going to make
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a difference because you're getting in
with the right person and walking him
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through in a systematic manner. If you
just start with that, you're going to
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win. But you'll win more and more, the
more you can customize it for the
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industry and then for the the buyers,
the different buyers and stakeholders
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within the account. Hopefully, this has
been kind of a help as helpful of a
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revelation to you as it is for me again.
I'm still new to account based
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marketing, but this seemed like a big
piece that I hadn't considered before,
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and that's the main lesson that I'm
taking away from this week. I have one
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more week of content. I have actually
have two books more to read that I'm
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looking at my desk right now, very
excited to review those. I have a
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couple, one more thought leader to talk
to you in a couple more practitioners
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before I wrap up this Siris on account
based marketing in just a little over a
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week from now. Thank you so much for
listening. If this has been helpful to
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you, please give us a five star rating
on whatever podcast after you're
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listening to. You don't even have to
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stars. It makes a huge difference for
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people like yourself to find us. So
thank you so much for listening and go
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tap. That five star
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Gary V says it all the time. And we
agree. Every company should think of
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themselves as a media company first.
Then whatever it is they actually dio
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if you know this is true. But your team
has already maxed out and you can't
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produce any more content in house. We
can help. We produce podcast for some
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of the most innovative BB brands in the
world, and we also help them turn the
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content from the podcast into block
posts, micro videos and slide decks
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that work really well on LinkedIn. If
you wanna learn more, go to sweet Fish
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media dot com slash launch or email
Logan at sweet fish media dot com.