3 Pillars to an Excellent Marketing Strategy, with Mada Seghete

WEBVTT 1 00:00:08.160 --> 00:00:17.120 Conversations from the front lines and marketing. This is be tob growth today. 2 00:00:17.120 --> 00:00:20.719 On be to be growth, I'm glad to be joined by a new friend, 3 00:00:20.719 --> 00:00:26.679 Mada. She is the CO founder and VP of marketing at branch model. 4 00:00:26.719 --> 00:00:30.399 Welcome to be to be growth. Thank you, Benjie. So happy 5 00:00:30.440 --> 00:00:36.920 to be here today. It's going to be fun and you have experienced growth 6 00:00:37.200 --> 00:00:41.320 up close like I would say few others really have. So there's so much 7 00:00:41.359 --> 00:00:47.159 that I'm excited to learn from from your story. So for listeners who might 8 00:00:47.200 --> 00:00:53.399 be unaware, you began at branch years back as a team of one and 9 00:00:53.439 --> 00:00:57.600 then have been there about eight years. Just paint a quick picture for us, 10 00:00:57.640 --> 00:01:00.600 Mata, what branch was eight years ago coming in, and then you 11 00:01:00.600 --> 00:01:04.439 can fast forward and give us the picture today. Sure, I mean I 12 00:01:04.480 --> 00:01:08.239 obviously am one of the founder's a branch, so I was the first market 13 00:01:08.280 --> 00:01:14.480 there. We were for founders. We were doing mobile linking from the very 14 00:01:14.480 --> 00:01:19.079 early days and we also grew into building mobile measurements. So we started as 15 00:01:19.079 --> 00:01:23.680 a mobile dinket platform and then developed our mobile measurement platform on top of that 16 00:01:23.680 --> 00:01:27.239 as well. That was eight years ago. Today we are, I would 17 00:01:27.280 --> 00:01:34.400 say, the best well, boilding your platform in the industry used by over 18 00:01:34.439 --> 00:01:40.560 a hundred thousand apps around the world and we are about five hundred people the 19 00:01:40.599 --> 00:01:46.319 marketing team somewhere like twenty three out of those, and I did that team 20 00:01:46.359 --> 00:01:49.560 and I'm also pretty involved in not culture initiatives, but today we will be 21 00:01:49.599 --> 00:01:53.959 talking marketing. So cool. I mean, you didn't tell out the numbers, 22 00:01:53.959 --> 00:01:56.680 but I will, because you guys just raise three hundred million in new 23 00:01:56.680 --> 00:02:00.280 funding and evaluation of what over four billion. Yes, for a billion. 24 00:02:00.519 --> 00:02:05.640 I know it's even seeing that out loud, I'm like wow, yeah, 25 00:02:05.879 --> 00:02:08.759 I actually started the company that did that. I'm sure it's a cool, 26 00:02:08.800 --> 00:02:13.360 incredible and your humble about it, but that is something worth celebrating. So 27 00:02:13.360 --> 00:02:16.680 we celebrate that with you today. One thing I found really interesting is eight 28 00:02:16.800 --> 00:02:23.520 years ago you really saw three core pillars of the original marketing strategy and you 29 00:02:23.560 --> 00:02:27.759 say that those really stayed core to what you guys were doing at branch even 30 00:02:27.759 --> 00:02:30.360 through all the explosive growth. Want to spend a little bit of time on 31 00:02:30.360 --> 00:02:32.919 each of those, but would you tell me the three things that you really 32 00:02:34.240 --> 00:02:38.360 seem to hyper focus on those three core pillars? Yeah, they are education, 33 00:02:38.800 --> 00:02:44.719 so really telling stories and helping people understand why there is a need for 34 00:02:44.800 --> 00:02:49.240 branch in the market, how our customers use as but really this idea of 35 00:02:49.439 --> 00:02:55.400 content and education and stories. The second one is building good relationships, so 36 00:02:55.560 --> 00:03:00.199 really understanding our customers and our prospects and building really do, really good relationships 37 00:03:00.240 --> 00:03:04.800 to them. So when something I was wrong, they come to us, 38 00:03:04.919 --> 00:03:08.039 they help us grow. So that's our second pillar in our marketing strategy. 39 00:03:08.080 --> 00:03:12.639 And the third one is, you know, measurement and hyper measurement, and 40 00:03:12.680 --> 00:03:15.000 we've been, you know, we were a team of four engineers we started 41 00:03:15.159 --> 00:03:20.400 ranch and I have an engineering background. So from very early days we were 42 00:03:20.520 --> 00:03:23.719 very much like this measure everything. How can we find a way to measure 43 00:03:23.759 --> 00:03:28.159 everything? And and those three started from the very early days. But I 44 00:03:28.159 --> 00:03:30.719 would say, you know, those are our three pillars today. When I 45 00:03:30.199 --> 00:03:34.039 someone new joins the team and I tell them about hope the marketing, that's 46 00:03:34.039 --> 00:03:37.560 how we start. It's interesting to think because over those eight years, I 47 00:03:37.599 --> 00:03:40.560 would say, especially in like the content space, you know we've seen changes 48 00:03:40.560 --> 00:03:44.719 in medium and whatever, but it's very much still something that all of the 49 00:03:44.719 --> 00:03:49.919 BB spaces talking about. So I would love to hear what was your bet 50 00:03:49.960 --> 00:03:53.919 early in it. When it came to education, what was the primary way 51 00:03:53.960 --> 00:03:58.879 that you said about where? When about educating the market, and how did 52 00:03:58.960 --> 00:04:01.960 you primarily do that? Well, I think in the early days we were 53 00:04:01.960 --> 00:04:06.599 thinking we didn't actually quite know, but we want to people to know about 54 00:04:06.719 --> 00:04:09.960 us and we were like, well, the best way to get people to 55 00:04:10.039 --> 00:04:13.960 know about us let's write some blog posts and some stories and get them on 56 00:04:14.000 --> 00:04:18.360 the front page of Hacker News. There was our big thing in those early 57 00:04:18.399 --> 00:04:23.439 days. So obviously we know we did manage to do that a few times. 58 00:04:23.480 --> 00:04:27.600 But as we started writing those block posts and educating and starting to write 59 00:04:27.639 --> 00:04:31.920 how to guides, we started seeing something quite amazing. People were coming to 60 00:04:32.040 --> 00:04:35.680 our website because you're finding us on search and we didn't you know, I 61 00:04:35.680 --> 00:04:40.480 didn't know that much about the CEO and we didn't start with searching mind. 62 00:04:40.720 --> 00:04:44.879 But when I started seeing the trend of people coming and discovering us because of 63 00:04:44.879 --> 00:04:47.439 stuff that we wrote, we started really doubling down. So I actually had 64 00:04:47.480 --> 00:04:51.879 someone on the data team who helped me and we did a really intense analysis 65 00:04:51.920 --> 00:04:59.720 of potential keywords and started writing content with search and I see in mind. 66 00:04:59.759 --> 00:05:03.240 In addition to note to the more general educational content. So that was a 67 00:05:03.319 --> 00:05:06.879 very interesting thing that devolved. Are already on and to this day it's one 68 00:05:06.920 --> 00:05:15.199 of our biggest source of new leads and actually it impacts our pipeline quite tremendous 69 00:05:15.240 --> 00:05:21.000 thing when you say it still is today, that that's a intense analysis focus 70 00:05:21.040 --> 00:05:27.040 on Seo specifically. You're writing still specifically with that in mind, not everything, 71 00:05:27.079 --> 00:05:30.279 but we do write with that in mind and we still look at like 72 00:05:30.519 --> 00:05:33.519 and we can talk about measurement later, but we do measure everything that helps 73 00:05:33.560 --> 00:05:40.720 generate pipeline and content is very high and when you look at that content and 74 00:05:40.720 --> 00:05:45.839 help people discover that content, a big percentage of that comes from organic search. 75 00:05:45.959 --> 00:05:48.560 So if you were like starting a new company right, what medium do 76 00:05:48.600 --> 00:05:53.600 you think you would use as you look to accomplish the the education piece? 77 00:05:53.680 --> 00:05:56.839 Now, is blog still to you the most effective? Do you see other 78 00:05:56.839 --> 00:06:00.000 things that you feel like you guys are starting to put your efforts towards? 79 00:06:00.360 --> 00:06:03.319 Me Block was not the only thing we also did. You know, in 80 00:06:03.360 --> 00:06:06.920 the early days we came up with this like really big good piece of content 81 00:06:08.000 --> 00:06:14.000 called the mobile growth handbook, and everyone down on the the became viral. 82 00:06:14.079 --> 00:06:15.639 You know, I remember going to Asia and meeting people and they're like, 83 00:06:15.879 --> 00:06:18.439 you guys did the mobile growth hand book. It's this thing I used to 84 00:06:18.480 --> 00:06:23.680 get my new job. That's awesome, and and so and we did it 85 00:06:23.759 --> 00:06:26.600 every year for, you know, the past five six years. They started 86 00:06:26.680 --> 00:06:30.800 very early on. So it's not just blog. But if I'm to think 87 00:06:30.839 --> 00:06:35.839 about what I would tell someone starting now, I would say focus on really 88 00:06:35.959 --> 00:06:41.879 educational content. So instead I think what I see sometimes companies do, and 89 00:06:41.920 --> 00:06:45.360 even people are branch when they joined it's one of the things they think is 90 00:06:45.360 --> 00:06:48.079 like Oh, be to be content. US Do a lot of gated white 91 00:06:48.079 --> 00:06:51.920 papers and those just don't work that out as well. Like, instead of 92 00:06:51.920 --> 00:06:57.879 doing, you know, ten superficial gated white papers, the companies would do 93 00:06:57.879 --> 00:07:00.399 it well. And there's others, not just us. They find one thing 94 00:07:00.439 --> 00:07:04.399 and they write, you know, the guide to that and they do it 95 00:07:04.560 --> 00:07:09.639 so well that everyone knows them on it. And then the blog. Obviously 96 00:07:09.879 --> 00:07:12.720 the blog is more for how to guys and want people search. So I 97 00:07:12.720 --> 00:07:16.839 would say paaring one area, one or two areas where you go very deep 98 00:07:16.839 --> 00:07:25.079 but very educational, amazing content, with more shorter but how to base content 99 00:07:25.120 --> 00:07:27.879 based on intent? Maybe No. In Our case was how two guides, 100 00:07:27.920 --> 00:07:30.879 but for other companies might be something else. But understanding what people are looking 101 00:07:30.959 --> 00:07:34.120 for and where you can help them and help them and rite. You know, 102 00:07:34.199 --> 00:07:39.839 like I remember one of the best pieces of content was written by CEO 103 00:07:40.199 --> 00:07:45.399 when Apple Introduce iways eleven, everything change and linking, and he wrote a 104 00:07:45.439 --> 00:07:49.600 how to guide to how to adapt to this change without branch and then at 105 00:07:49.600 --> 00:07:54.040 the end said, Oh, you know, like these thirty steps, if 106 00:07:54.040 --> 00:07:56.680 you want to cut half of them, you use branch and you only have 107 00:07:56.759 --> 00:08:01.120 to do half. But if someone could have used that guide, they didn't 108 00:08:01.120 --> 00:08:03.240 need branch. They quit. took his go and set up universal things without 109 00:08:03.240 --> 00:08:07.519 branch and obviously bench made it easier and there was a thing at the end, 110 00:08:07.560 --> 00:08:11.879 but he really focused on one customer actually needed and why they were searching 111 00:08:11.879 --> 00:08:15.399 for instead of just trying to sell them our car, our product. I 112 00:08:15.480 --> 00:08:18.839 love that. I've seen a couple companies and I don't have a dog in 113 00:08:18.879 --> 00:08:20.639 this race, but I would just would point out that I think it's interesting. 114 00:08:20.720 --> 00:08:24.839 I don't know if you've seen this to motto where they're they're actually taking, 115 00:08:24.920 --> 00:08:26.680 I would guess, or repurposing some of their content, but into a 116 00:08:26.759 --> 00:08:33.000 legitimate book. So they all of their content, primarily is ungated, because 117 00:08:33.039 --> 00:08:37.759 we know that that's the way that everything is moving and it should be easy 118 00:08:37.799 --> 00:08:41.120 to access, but then they take or they group a bunch of that into 119 00:08:41.159 --> 00:08:46.279 a really good looking, well produced, actual book, and that is just 120 00:08:46.320 --> 00:08:50.639 maybe requires just an email or it's really simple, but it's something that I've 121 00:08:50.679 --> 00:08:52.039 been thinking a little bit about. Again, I don't know, do you 122 00:08:52.039 --> 00:08:54.440 have a take on that? Do you like that idea at all? Yeah, 123 00:08:54.480 --> 00:08:58.120 I think I think that's actually a pretty good idea. I am just 124 00:08:58.240 --> 00:09:01.679 a I think repurposing and thinking about content a lot and I was one that 125 00:09:01.720 --> 00:09:05.480 I've seen a couple, you know, companies do. That was like, 126 00:09:05.039 --> 00:09:09.519 it's interesting. I will say that our best piece of content right now, 127 00:09:09.600 --> 00:09:13.600 like our most that's the thing that does the best, is actually this newsletter 128 00:09:13.799 --> 00:09:18.519 that someone on my team does, and I think what makes that newsletter good 129 00:09:18.720 --> 00:09:22.159 obviously we have a really big you know, we have about two hundredzero people 130 00:09:22.240 --> 00:09:26.879 reading it, but the open rates, even with that number, are something 131 00:09:26.879 --> 00:09:30.639 close to forty percent, which I think it's incredibly impressive. That's awesome and 132 00:09:30.679 --> 00:09:33.080 what makes it good is not. I mean, obviously we do repurpose content, 133 00:09:33.120 --> 00:09:37.360 but it's very much his newsletter. Like I cannot go and say, 134 00:09:37.440 --> 00:09:41.320 Oh, we're going to have someone else to the news letter, because he 135 00:09:41.440 --> 00:09:46.960 actually spends a lot of time putting his opinions on content that we generate or 136 00:09:46.000 --> 00:09:50.159 others generate. I think he actually includes our competitors when competitors have a really 137 00:09:50.159 --> 00:09:54.200 good piece, he includes it there. And what's really interesting. It's a 138 00:09:54.200 --> 00:09:56.879 little bit different than while you were talking about with email, but I think 139 00:09:56.919 --> 00:10:01.080 you know email can be a really good think if you do it well. 140 00:10:01.120 --> 00:10:05.799 He's newsletter. People really feel smallity and he has an opinion. He's snarky 141 00:10:05.960 --> 00:10:11.360 and a little bit like irreverent. It's a very good toll. Like I 142 00:10:11.360 --> 00:10:13.360 could if you love brish tomorrow. I think we would have to do and 143 00:10:13.399 --> 00:10:16.279 we wanted to continue, we have to do completely different news letter because you 144 00:10:16.320 --> 00:10:22.320 can copy his style and own and people read it because they know he's going 145 00:10:22.320 --> 00:10:26.799 to actually have an opinion. And and I was interviewing someone for we're interviewing 146 00:10:26.799 --> 00:10:31.879 for a content person and one of the questions is what makes good thought leadership. 147 00:10:31.919 --> 00:10:35.679 So as I try to think an answer that question myself. So, 148 00:10:35.679 --> 00:10:39.639 when you think about content, whether it's a blog or this news ladder or 149 00:10:39.720 --> 00:10:43.600 even a piece of content, in my opinion, obviously needs to be research 150 00:10:43.679 --> 00:10:48.039 and need to have good information, needs to be surprising, but you need 151 00:10:48.080 --> 00:10:52.440 to have an opinion if it's really good thought leadership, no matter what the 152 00:10:52.480 --> 00:10:58.200 content is, to spark a conversation, you have to have an opinion, 153 00:10:58.200 --> 00:11:01.759 you have to actually like this are the data and this is what I think 154 00:11:01.759 --> 00:11:03.240 you should do. You can take it or leave it, but I actually 155 00:11:03.279 --> 00:11:07.120 am not giving you just a bunch of information. I'm giving the information with 156 00:11:07.159 --> 00:11:11.679 their recommendation and opinion. Yeah, your unique point of view that you bring 157 00:11:11.679 --> 00:11:16.480 to the content you're creating, no matter the medium, becomes the reason that 158 00:11:16.480 --> 00:11:20.799 that content has staying power, which is probably we were joking about it before 159 00:11:20.799 --> 00:11:24.000 we started recording that the goal of this podcast is not to create another boring 160 00:11:24.000 --> 00:11:28.799 piece of pop content. But if you think about it, made that's what 161 00:11:28.799 --> 00:11:31.960 we're guilty of. is going well, it needs to sound exactly yes, 162 00:11:31.080 --> 00:11:35.879 business and then you suck your life out of it. Yeah, and I 163 00:11:35.879 --> 00:11:39.440 think that's not what makes without content, and even as a business. By 164 00:11:39.480 --> 00:11:43.639 the way, I think having an opinion on things does make you stand out 165 00:11:43.679 --> 00:11:48.240 and obviously when you add a business have an opinion. It's like the founders 166 00:11:48.240 --> 00:11:52.840 and the leadership them. But when apple introduce some of these changes, we 167 00:11:52.879 --> 00:11:56.759 had an opinion, for the better of worse. People reacted to our opinion. 168 00:11:56.960 --> 00:12:01.840 Not everyone agree that our opinion, but they put us on the map 169 00:12:01.919 --> 00:12:05.080 for sure. I think that's so key and it's a good, good takeaway. 170 00:12:05.320 --> 00:12:09.960 I want to go to the second pillar that we mentioned off the top, 171 00:12:09.039 --> 00:12:13.080 and I know there has been a lot of evolution through the years, 172 00:12:13.279 --> 00:12:18.639 but you guys were very early, I would say to the community conversation. 173 00:12:18.639 --> 00:12:22.919 Tell me a little bit and maybe explain to our audience what your kind of 174 00:12:22.960 --> 00:12:26.639 big bet was when it came to community. Honestly, you know, to 175 00:12:26.679 --> 00:12:30.759 be completely honest, I didn't know what I was doing and I was like, 176 00:12:31.440 --> 00:12:33.720 I didn't come from marketing background, so I was like, how do 177 00:12:33.799 --> 00:12:41.200 you build things and get people to know about it? So my cofounder, 178 00:12:41.279 --> 00:12:46.080 Mike, and I went and we met with someone at I think it was 179 00:12:46.799 --> 00:12:50.000 great lock, and he was an entrepreneurial residence and he said, you know, 180 00:12:50.840 --> 00:12:54.639 you're trying to grow and your business. What you need to do is 181 00:12:54.840 --> 00:13:01.360 pick like an area that you're closely aligned with and just own it everywhere and 182 00:13:01.440 --> 00:13:05.399 own it when it comes to content, own it when it comes to events, 183 00:13:05.559 --> 00:13:07.559 just do it all. So that's how we know. We picked mobile 184 00:13:07.600 --> 00:13:13.399 growth, because branch helps you with your growth on mobile through linking and measurement, 185 00:13:13.039 --> 00:13:18.159 and we're like, let's make it big and we on the way from 186 00:13:18.159 --> 00:13:22.039 that meeting, I was driving and a micael founder just went on Meat UPCOM 187 00:13:22.080 --> 00:13:26.080 and started a mobile growth community and he just set the meat up for a 188 00:13:26.080 --> 00:13:28.279 month from then and we're like, we're going to make it up, will 189 00:13:28.320 --> 00:13:31.200 figure it out, and by the time we had to the office, I 190 00:13:31.240 --> 00:13:35.600 went and edited it and we're like, okay, now we're going to a 191 00:13:35.600 --> 00:13:39.960 meet up and we obviously didn't know what community meant and how well this would 192 00:13:39.000 --> 00:13:43.559 work for us, but we did this meet up and we invited a few 193 00:13:43.559 --> 00:13:48.720 people to speak, and it's interesting, you know, I remember the people 194 00:13:48.759 --> 00:13:54.600 who spoke at our first meet up. I think it was someone from interest 195 00:13:54.639 --> 00:13:58.840 and maybe someone from Robin Hood, and both of those became two of our 196 00:13:58.840 --> 00:14:03.039 early customers and the relationships to build those two speakers actually really helped us. 197 00:14:03.039 --> 00:14:07.039 And then some of the people in the audience ended up asking questions about branch 198 00:14:07.120 --> 00:14:09.879 and the meet up was not about branch. It was about mobile growth. 199 00:14:11.000 --> 00:14:13.679 You know, we had a two minutes intro to branch, but everything else 200 00:14:13.759 --> 00:14:16.679 was these people giving talks on growth. And we realize that that's a big 201 00:14:16.679 --> 00:14:22.240 opportunity here, that the relationships that you build with people by building a community 202 00:14:22.279 --> 00:14:26.519 can actually help people learn about your product. So we started doing a lot 203 00:14:26.519 --> 00:14:30.240 of these meetups. We build a big, big community, I would say, 204 00:14:30.240 --> 00:14:33.399 for before Covid we were doing a hundred, two hundred fifty meet ups 205 00:14:33.399 --> 00:14:39.919 around the world and a lot of our international expansion as a business started with 206 00:14:39.960 --> 00:14:41.639 this. Like I decided I was going to do meet ups all around the 207 00:14:41.639 --> 00:14:46.960 world and I hired these people as evangelists to run these meetups, and then 208 00:14:46.960 --> 00:14:50.559 when we decided to open offices, they actually became my first employees in those 209 00:14:50.600 --> 00:14:54.559 offices, and then we build teams around them and and and when you think 210 00:14:54.600 --> 00:14:58.080 about our international expansion, is started with community first and these meetups and it 211 00:14:58.120 --> 00:15:03.080 was very interesting. But I think we also realize that this is not the 212 00:15:03.080 --> 00:15:05.440 only way you build relationships with people. So we started doing a lot of 213 00:15:05.480 --> 00:15:09.759 other things like the IP events. You know, I have my own podcast 214 00:15:09.840 --> 00:15:13.960 called how I grew this what I interview some of the leaders in the space 215 00:15:15.440 --> 00:15:20.519 and we really understood that, you know, building relationships with both your customers 216 00:15:20.639 --> 00:15:24.840 and with people that you want to become your customers can really help you can 217 00:15:24.919 --> 00:15:30.120 we help our business. So it has become a pillar for us and I 218 00:15:30.120 --> 00:15:33.840 would say one of the biggest areas where we focus out with the marketing efforts. 219 00:15:33.919 --> 00:15:39.679 It's interesting on the community conversation because I've noticed, as it gets more 220 00:15:39.720 --> 00:15:45.759 into the LEX account of marketers, if you didn't start with like more pure 221 00:15:45.759 --> 00:15:50.639 intentions, because your pure your intentions model of like how do we build this 222 00:15:50.679 --> 00:15:54.120 and get people to care about it? And it justs it almost feels like 223 00:15:54.440 --> 00:15:58.399 somewhat obviously there was, there was a reason finding, but there was some 224 00:15:58.519 --> 00:16:03.039 stumbling into the fact that community really work. We stumbled into this and I 225 00:16:03.080 --> 00:16:07.639 think what's really interesting is, even though we realize that relationships are important and 226 00:16:07.639 --> 00:16:11.759 stuff, we made sure that our community was never to branch focused, because 227 00:16:11.799 --> 00:16:15.919 I think if you go to a point where you talk too much about what 228 00:16:15.039 --> 00:16:18.960 you're trying to do, people won't come. So if you do things right 229 00:16:19.120 --> 00:16:22.200 and you keep the user in mind and you do what's best for them, 230 00:16:22.200 --> 00:16:26.840 business will come. I think that's happened to our content, the content where 231 00:16:26.840 --> 00:16:30.200 we sell branch and it's to have really focused on and it's not the content 232 00:16:30.279 --> 00:16:33.240 and die is the best when it comes to bringing pipeline. Is actually the 233 00:16:33.240 --> 00:16:38.279 more selfless content that educates the market that ends up getting guys the most new 234 00:16:38.360 --> 00:16:44.399 lead. So it's just very interesting and not the most sometimes people focus so 235 00:16:44.480 --> 00:16:48.080 much on the short term instead of thinking about the long term and doing what's 236 00:16:48.159 --> 00:16:52.159 right for customers and market and community and knowing that actually businesses come from it 237 00:16:52.320 --> 00:16:56.120 later on. It is it's such a long play and I think that's why 238 00:16:56.200 --> 00:17:00.720 so many get it wrong. They say they care about community, but it's 239 00:17:00.759 --> 00:17:03.440 they're trying to force it and then it comes across and you can tell it's 240 00:17:03.519 --> 00:17:10.319 not natural. So I appreciate you even saying that. I wonder from your 241 00:17:10.359 --> 00:17:15.240 experience and building community, anything you tried that didn't work? They didn't you 242 00:17:15.279 --> 00:17:18.759 just you'd say, Hey, watch out for this or stay away from that. 243 00:17:18.839 --> 00:17:22.200 Well, we tried. We're like, we're so good at doing these 244 00:17:22.240 --> 00:17:23.920 meetups. Look at us like, Oh my God, you know we would 245 00:17:23.960 --> 00:17:29.440 have meat ups with five hundred people and we're like let's do it, let's 246 00:17:29.480 --> 00:17:33.640 do a branch community. It's the promobile growth Communitian do the same thing, 247 00:17:33.680 --> 00:17:37.640 but like branch focus. You have enough customers, let's do it. That 248 00:17:37.680 --> 00:17:41.640 didn't work. Maybe work too smaller the time. I think you know, 249 00:17:41.680 --> 00:17:45.440 eventually would probably try again, but we were just too small and to people 250 00:17:45.559 --> 00:17:52.319 want to come and learn about more general things and when we did things that 251 00:17:52.359 --> 00:17:56.440 were to branch specific, was hard to get people and I think in general 252 00:17:56.960 --> 00:18:00.400 I just decided that I would just going to do that anymore. Like I'm 253 00:18:00.400 --> 00:18:04.759 doing a big VIP event in Hawaii and it could have been people who are 254 00:18:04.799 --> 00:18:07.640 like when I tell people about that, if they're like Oh, you're doing 255 00:18:07.680 --> 00:18:11.079 a customer event with all your customers, and I'm like now, now I'm 256 00:18:11.119 --> 00:18:17.039 doing theaters and mobile event. They will learn about branch but it's going to 257 00:18:17.039 --> 00:18:19.079 be small and I'm just going to bring people together and build those relationships. 258 00:18:19.119 --> 00:18:23.559 And it's interesting for us being too focused on our product when it comes to 259 00:18:23.559 --> 00:18:29.079 building community and events. It hasn't worked at well. I'm sure when we're 260 00:18:29.359 --> 00:18:33.920 giant it's going to be different, but so far. HMM. Okay, 261 00:18:33.960 --> 00:18:36.480 so I want to focus in there just for one more second before we go 262 00:18:36.559 --> 00:18:40.079 to the last one, because the last one is this idea of extreme measurement. 263 00:18:40.319 --> 00:18:44.240 And I know that as an engineer and your your mind, you are 264 00:18:44.279 --> 00:18:48.759 thinking of measuring everything. So then in community it almost sounds like you have 265 00:18:48.839 --> 00:18:52.200 to shift out of that mindset somewhat, knowing it's a long play, but 266 00:18:52.240 --> 00:18:56.559 how know, I guess. Yeah, I think about that. I disagree 267 00:18:56.640 --> 00:18:59.759 with that. Actually. I actually think what's really interesting is because we have 268 00:18:59.799 --> 00:19:03.720 such extreme measurement and because we look at things and we measure things in the 269 00:19:03.720 --> 00:19:07.640 long term versus the short term. I was able to prove the community and 270 00:19:07.720 --> 00:19:12.519 the mobile gross community has a huge impact on branch. HMM. And I 271 00:19:12.519 --> 00:19:17.720 remember my cofounder and Urico try to say try to get me to shut down 272 00:19:17.759 --> 00:19:19.960 the community before we were able to measure it, because he said, you're 273 00:19:21.000 --> 00:19:25.000 doing all these events, but they I can I don't think they do anything. 274 00:19:25.160 --> 00:19:26.960 They're not focus on branch. You're not talking about branch. This is 275 00:19:27.000 --> 00:19:30.319 not working. I think you should just focus you on think some other things. 276 00:19:30.440 --> 00:19:33.599 Do you even know how to do? BE TO BE MARKETING? I 277 00:19:33.599 --> 00:19:40.640 remember even because that's not what to be marketing is and I really doubted myself 278 00:19:40.640 --> 00:19:45.960 because I had a hunch that the community worked, but I couldn't prove it. 279 00:19:45.160 --> 00:19:49.960 And then when we built a much better measurement system, it actually show 280 00:19:51.160 --> 00:19:55.759 that, like the people who come to our events in the next year, 281 00:19:56.279 --> 00:20:00.039 like the majority turn, like not the majority, but like half of them, 282 00:20:00.200 --> 00:20:06.680 turn into customers or pipeline or prospect and it's just really interesting when you 283 00:20:06.759 --> 00:20:08.920 can measure long term and not like, of course they don't do it right 284 00:20:08.960 --> 00:20:14.119 away. When you think about it long term, they actually it does have 285 00:20:14.160 --> 00:20:17.519 a huge impact on the business, but it doesn't happen overnight and you won't 286 00:20:17.559 --> 00:20:22.079 get usually, you know, someone won't go after and like by branch next 287 00:20:22.160 --> 00:20:26.240 day. So you're having to sell your CEO and those above you telling you 288 00:20:26.319 --> 00:20:30.759 to stop. On what a longer timeline? Give me a few more months 289 00:20:30.920 --> 00:20:33.119 or how how do you start thinking about it? No, and on measurement, 290 00:20:33.200 --> 00:20:37.000 I think we didn't have any way of measuring your community. HMM. 291 00:20:37.039 --> 00:20:41.440 So when you can measure it, because we weren't doing a good job, 292 00:20:41.440 --> 00:20:45.039 would like getting least but also to measuring the impact, and we are only 293 00:20:45.079 --> 00:20:48.839 measuring the impact in the very short term. So it's not like I just 294 00:20:48.920 --> 00:20:52.519 had to sell them. Hey, trust me, give me some time to 295 00:20:52.519 --> 00:20:56.359 measure this and we look at this and once we build a really good measurement 296 00:20:56.400 --> 00:21:00.359 system and I show the numbers, no one ever questions if, like relationships, 297 00:21:00.359 --> 00:21:04.319 the community works anymore because we've we've analyzed it and showed that so many 298 00:21:04.359 --> 00:21:07.559 times and how what it does right now would say actually the same thing for 299 00:21:07.880 --> 00:21:11.559 content or media at this point right where it's like yes, it's another one 300 00:21:11.599 --> 00:21:15.440 of those touch points, and I think that's why your pillars work so well, 301 00:21:15.559 --> 00:21:21.640 is because they end up really I mean the side where you can't really 302 00:21:21.839 --> 00:21:25.279 you don't really know where or what resonates with people. But over time, 303 00:21:25.319 --> 00:21:27.640 your you are resonating and then one thing leads to the other. Okay, 304 00:21:29.240 --> 00:21:30.759 thank you for pushing back on that and going into detail are, because I 305 00:21:30.759 --> 00:21:34.000 think that's really helpful for us. So I love it. The third pillar 306 00:21:34.039 --> 00:21:38.359 extreme measurement. Ultimately, this is a pillar that I think many want, 307 00:21:38.480 --> 00:21:42.000 or they have some degree of their trying to look at the data, but 308 00:21:42.000 --> 00:21:47.519 they're struggling to execute at a high level. So within marketing, you built 309 00:21:47.599 --> 00:21:52.640 a scoring system to help kind of understand what's working, what's worth. It 310 00:21:52.799 --> 00:21:57.480 tell us the origin of this extreme measurement system. So it's less that it's 311 00:21:57.519 --> 00:22:00.680 in marketing. It was started in marketing, but it's just by the whole 312 00:22:00.720 --> 00:22:08.400 company now. And we really were trying to understand what actually generates pipeline and 313 00:22:08.440 --> 00:22:11.480 we notice that, you know, sometimes market think. We say we generate 314 00:22:11.519 --> 00:22:15.480 that the pipeline, but when you added the pipeline, the marketing thought you're 315 00:22:15.519 --> 00:22:18.559 generated with the pipeline. Is Dr Slot. They generated with the pipeline as 316 00:22:18.599 --> 00:22:23.680 and BDS generated. It was like twice the pipeline we actually had, because 317 00:22:23.799 --> 00:22:27.680 we double content in a lot of ways. So we're like, how can 318 00:22:27.720 --> 00:22:33.400 we build a system but there is no double counting and where everything gets a 319 00:22:33.440 --> 00:22:37.279 point and then you can measure things and compare things against each other? So 320 00:22:37.559 --> 00:22:44.039 we decided that we were going to build a system that was not there was 321 00:22:44.079 --> 00:22:47.720 no double counting and he wasn't marketing focus, or is Dr Focus. It 322 00:22:47.839 --> 00:22:51.799 was built for our whole go to market them and it wasn't that hard to 323 00:22:51.799 --> 00:22:57.440 build. So we basically took everything a touch point that we had between marketing 324 00:22:57.480 --> 00:23:04.200 activities. SDR touches a he's doing meanings, bed doing an intro and everything 325 00:23:04.240 --> 00:23:07.920 at points. So you know, some things and this points are similar to 326 00:23:07.960 --> 00:23:11.000 the minute, but they're not exactly the minutes, but they're, you know, 327 00:23:11.079 --> 00:23:15.119 kind of similar to both the effort that the customer puts and the time 328 00:23:15.160 --> 00:23:18.920 they spend. Give me an example. One average someone spent six minutes reading 329 00:23:18.920 --> 00:23:25.039 a block post or block post gets six minutes. Gotcha, okay, an 330 00:23:25.039 --> 00:23:29.599 ae sus in a minute. And a meeting for someone for sixty minutes and 331 00:23:29.640 --> 00:23:33.440 they get sixty minutes. But was something like a meetup with did something a 332 00:23:33.480 --> 00:23:36.400 little bit different. If someone's attending a meet up, even though the meet 333 00:23:36.480 --> 00:23:40.119 up is an hour, we actually feel they're not paying attention the whole time, 334 00:23:40.200 --> 00:23:42.599 so we're actually leaving thirty points. But if they speaking, got a 335 00:23:42.680 --> 00:23:47.559 meet up, they prepare for it, we really build a much stronger relationship 336 00:23:47.599 --> 00:23:48.960 with them. So we actually give them more than six to give them nineteen 337 00:23:48.960 --> 00:23:52.799 points in they're speaking. So it's not exactly the minutes, but the minutes 338 00:23:52.880 --> 00:23:56.359 kind of like help us think and give us direction. And then and you 339 00:23:56.400 --> 00:24:00.640 know, if they open an SCR for an email from an SDR are they 340 00:24:00.640 --> 00:24:03.480 get more than like the one minute it takes to open the email, because 341 00:24:03.480 --> 00:24:06.559 they actually open an email and ready if they reply. They get even more 342 00:24:06.599 --> 00:24:11.440 if they read the newsletter. So everything gets points. So then when we 343 00:24:11.759 --> 00:24:17.440 want an opportunity gets generated and it reaches stage to we actually want to measure 344 00:24:17.480 --> 00:24:22.839 this by opportunities that are actually well established, we actually at that point, 345 00:24:22.079 --> 00:24:27.720 look at all the touches in the past year and then we apply time decay. 346 00:24:29.200 --> 00:24:32.880 We so, let's say if you attended a meet up a month ago, 347 00:24:33.000 --> 00:24:34.000 you get all the four points, but if you tend to the meet 348 00:24:34.039 --> 00:24:37.200 up eleven months ago, you get on your percentage of the points you would 349 00:24:37.240 --> 00:24:41.839 get. We add all the points together. We divide, you know, 350 00:24:41.000 --> 00:24:47.200 the pipeline, my money, by the points. Every points get some dollars, 351 00:24:47.319 --> 00:24:51.039 and then we added for everything. So every single thing that helped build 352 00:24:51.039 --> 00:24:55.279 the pipeline gets a little portion of the pipeline. And then when we think 353 00:24:55.319 --> 00:25:00.119 about marketing activities, we add everything in a system that we cate ourselve. 354 00:25:00.359 --> 00:25:03.000 All the money that the newsletter gets from a vy deal we added together and 355 00:25:03.000 --> 00:25:07.519 that's how much we call it weighted pipeline the newsletter generated. And then we 356 00:25:07.599 --> 00:25:11.720 have that for every single thing that marketing dies because track everything. We know 357 00:25:11.839 --> 00:25:18.519 all the ads, every single email that was open, every newsletter. We 358 00:25:18.559 --> 00:25:22.319 even like I actually track my own touches. I consider myself an evangelist, 359 00:25:22.359 --> 00:25:25.920 so when someone replies to one of my emails, there's a campaign called mother 360 00:25:26.079 --> 00:25:30.519 touches, so I get my own dollars. So everything gets trap and then 361 00:25:30.559 --> 00:25:36.480 we compare and we're like wow, look, the blogs actually do way better 362 00:25:36.519 --> 00:25:41.880 than, like the gated papers that we did like as the more blogs, 363 00:25:41.440 --> 00:25:44.960 or maybe the way we see you flushed out, maybe the way we did 364 00:25:44.960 --> 00:25:47.400 get the papers in the work all. Let's try again. So in many 365 00:25:47.440 --> 00:25:49.359 cases we don't like stop doing something, but we know he's not working the 366 00:25:49.359 --> 00:25:52.599 way this right now, so we restinking and the things that the well, 367 00:25:52.680 --> 00:25:56.880 we just do a lot more of it. And it also allows us to 368 00:25:56.960 --> 00:26:00.519 really know exactly how much pipeline we think is going to come from marketing. 369 00:26:00.519 --> 00:26:03.920 Where is the arts? You can even compare how I see ars do against 370 00:26:03.960 --> 00:26:07.200 each other. Look, this person generated this much weight to pipeline. I 371 00:26:07.279 --> 00:26:10.640 mean their main goal is meetings, but this is something that we track and 372 00:26:10.720 --> 00:26:12.359 look out at the higher level as well. Okay, I want you to 373 00:26:12.400 --> 00:26:17.319 go into a little bit more detail when you got to to time decay and 374 00:26:17.359 --> 00:26:21.119 then divided dollars, because I think for someone hearing this for the first time 375 00:26:21.160 --> 00:26:23.200 it's like it's a lot taking because I understand all the point structure, but 376 00:26:23.200 --> 00:26:26.880 I would just say personally, that's where I would go. It makes sense 377 00:26:26.920 --> 00:26:30.640 that you would take that into account, but I want to hear you explain 378 00:26:30.680 --> 00:26:33.160 that one more time and I think our listeners would love that too. So 379 00:26:33.200 --> 00:26:36.880 explain time decay and then how you start to bring in the dollars. Yeah, 380 00:26:36.880 --> 00:26:40.880 so I imagine. Let's give an example. Let's say, let's give 381 00:26:40.960 --> 00:26:44.920 a very basic example. Let's say something, someone something. Someone did only 382 00:26:44.960 --> 00:26:52.759 three things. Let's say one of those things was they read the newsletter. 383 00:26:52.799 --> 00:26:56.759 That was five points, they spoke at the meet up. That was let's 384 00:26:56.759 --> 00:27:03.599 say seventy five points, and they also attended a meeting. That was twenty 385 00:27:03.599 --> 00:27:07.519 points. So let's say it's a hundred points and they get an opportunity for 386 00:27:07.559 --> 00:27:10.720 a hundred dollars. So if you take the hundred for you, let's say 387 00:27:10.720 --> 00:27:12.319 we didn't apply to time the care at all and all of them happened the 388 00:27:12.319 --> 00:27:18.559 past month. You take the hundred dollars. You divided by a hundred points 389 00:27:18.559 --> 00:27:22.599 if you add all of them together. So each of them get some dollars. 390 00:27:22.680 --> 00:27:26.680 You know the meeting the AI did for twenty minutes. Guess Twenty dollars. 391 00:27:26.559 --> 00:27:33.079 The meetups get seventy five and the the newsletter gets five dollars. If 392 00:27:33.079 --> 00:27:37.200 there was a time decay, the points would be different. So let's say 393 00:27:37.720 --> 00:27:41.240 if the meeting was a year ago, maybe they would only get ten points 394 00:27:41.240 --> 00:27:45.200 instead of twenty. So when you divide, you wouldn't be divided by a 395 00:27:45.279 --> 00:27:48.559 hundred points, but it would be divided by ninety points. Totals everything. 396 00:27:48.559 --> 00:27:52.200 Everyone we get different amounts of dollars. So now when you go and it's 397 00:27:52.240 --> 00:27:56.759 a let's say that one opportunity got the news letter five dollars and they got 398 00:27:56.799 --> 00:28:02.039 another three dollars for not opportunity. So when we look at like how much 399 00:28:02.079 --> 00:28:07.319 the newsletter creates in pipeline, we add all those dollars together and I think 400 00:28:07.359 --> 00:28:10.720 this is different than the way other companies do it, which they only look 401 00:28:10.759 --> 00:28:14.440 at like influence and how much is marketing influenced. They're like, oh myke 402 00:28:14.480 --> 00:28:17.160 thing in place, this is the this opportunity, this opportunity, but they 403 00:28:17.160 --> 00:28:22.720 don't really know about how much of those opportunities it did. It definitely okay. 404 00:28:22.759 --> 00:28:26.960 I would say this. I would take the last two and a half 405 00:28:26.960 --> 00:28:29.640 minutes of what you just explained. I'd listen to it like three times in 406 00:28:29.640 --> 00:28:32.039 a row if I was a listener. That we just do that, because 407 00:28:32.200 --> 00:28:34.039 here's the truth, it all makes sense and, like you, even having 408 00:28:34.079 --> 00:28:37.039 you walkter an example, I think it's beneficial. Let me ask you, 409 00:28:37.319 --> 00:28:41.079 putting myself in the mind of someone listening to this right now, here's where 410 00:28:41.119 --> 00:28:45.480 I automatically go. Mada, first would be, how are you actually tracking 411 00:28:45.519 --> 00:28:48.759 this? Like where? What did you build out in order to make sure 412 00:28:48.839 --> 00:28:52.200 you were tracking all this? We use the man base for all the tracking 413 00:28:52.319 --> 00:28:56.640 and for the point to and to assign the points. How long did it 414 00:28:56.640 --> 00:28:59.759 take you to figure out and assign all the points, like, Oh man, 415 00:28:59.799 --> 00:29:02.480 we have this touch point, this touch point, because you're going not 416 00:29:02.519 --> 00:29:06.960 just marketing touch it took us some time because, yeah, because when you 417 00:29:07.000 --> 00:29:11.400 split the Pie depending on how many points you assign, it does lead to 418 00:29:11.440 --> 00:29:15.799 some departments getting like if we decide that an intro from PD is a hundred 419 00:29:15.880 --> 00:29:19.039 points, they get a lot more money than if it's fifty points right. 420 00:29:19.119 --> 00:29:22.960 Yeah, so we actually had to sit down in a room with the sales, 421 00:29:23.119 --> 00:29:27.039 business development ACR and marketing leadership. That was one of my questions. 422 00:29:27.039 --> 00:29:30.039 I don't the points together. We can. It wasn't like decided just by 423 00:29:30.079 --> 00:29:33.839 marketing and they push back on some things and we push back on them on 424 00:29:33.960 --> 00:29:37.400 somethings and it was very much like a haggling meeting. We haggle, the 425 00:29:37.559 --> 00:29:41.200 haggle and then we also the other thing that's really important is that this is 426 00:29:41.240 --> 00:29:47.079 not the perfect system. So much depends on the points and it's the points 427 00:29:47.119 --> 00:29:51.519 are not perfect, so we don't actually give goals to people based on the 428 00:29:51.559 --> 00:29:56.519 system. This is the system that helps us understand, compare similar things against 429 00:29:56.559 --> 00:30:02.279 each other and predict how much pipe time we're going to get from different departments. 430 00:30:02.279 --> 00:30:04.319 Because even if you, let's say in general we gave marketing less points 431 00:30:04.319 --> 00:30:08.119 that they should have, when we do when we come up with what we 432 00:30:08.160 --> 00:30:11.839 think marketing should be next quarter, we look at last quarter and there was 433 00:30:11.880 --> 00:30:15.839 the same point system. So it just helps us with prediction and planning, 434 00:30:15.880 --> 00:30:18.839 even though it's not probably perfect, and I think it's hard for any company 435 00:30:18.880 --> 00:30:22.839 to do this in a perfect way. It took it didn't take that along 436 00:30:22.880 --> 00:30:26.920 and took maybe like a month of back and forth and all of that, 437 00:30:26.279 --> 00:30:30.119 and then I and then we build. We use the data from the band 438 00:30:30.119 --> 00:30:33.119 based on other places, and we build something in data studio that actually allows 439 00:30:33.160 --> 00:30:37.279 every person on the marketing and other teams to go and look and compare their 440 00:30:37.319 --> 00:30:42.079 own things and see how much you know, like I did three webinars this 441 00:30:42.119 --> 00:30:47.720 month, how much pipeline each of them generated, how to etc. So 442 00:30:47.759 --> 00:30:51.240 if you won't get to their own reporting on their campaigns, the unifies a 443 00:30:51.240 --> 00:30:55.920 lot of things, even the process of getting to scores. I could see 444 00:30:55.920 --> 00:31:00.079 the back and forth being really beneficial. I love that you clarified how you 445 00:31:00.200 --> 00:31:03.680 think about it on the back end, that it's that is very important, 446 00:31:03.680 --> 00:31:07.240 that it doesn't just drive all your decisionmaking. But it is a non nonce 447 00:31:07.319 --> 00:31:11.160 point, it's a reference point and it's very dangerous if we are to create 448 00:31:11.680 --> 00:31:15.680 goals for teams. All our teams have a go cut of goals so around 449 00:31:15.720 --> 00:31:21.319 this, but we also have other goals like leads and s qls and meeting 450 00:31:21.359 --> 00:31:26.200 more traditional ones, more traditional ones, because in this model, if I 451 00:31:26.240 --> 00:31:30.240 increase my number, you could take away from someone else's number and we don't 452 00:31:30.240 --> 00:31:33.880 want anyone to be at odds, so that no one has any variable comp 453 00:31:33.920 --> 00:31:37.480 a branch tied to this. I think it's very important to not do that 454 00:31:37.640 --> 00:31:41.839 with a model like this. Okay, and highlight for me one more time, 455 00:31:41.880 --> 00:31:45.240 because you what big part of this was. You were seeing duplicates, 456 00:31:45.359 --> 00:31:51.480 right. So how does this take away from double counting? Because, like, 457 00:31:51.599 --> 00:31:56.640 let's say, an str created an opportunity, but marketing tish opportunity. 458 00:31:56.720 --> 00:32:00.200 The SDRNN only get a part of that opportunity, money and marketing will get 459 00:32:00.240 --> 00:32:05.200 the other part because everything gets added together, all the touches get out together. 460 00:32:05.240 --> 00:32:08.559 There's no way the pie gets broken down through all the different apartments and 461 00:32:08.559 --> 00:32:13.640 all the different campaigns and people. So there's no way to double counting the 462 00:32:13.680 --> 00:32:16.119 system. You're getting a piece of the Pie that you contributed to. Yeah, 463 00:32:16.119 --> 00:32:20.319 we have monthly meetings where we go and we look through the pipe and 464 00:32:20.400 --> 00:32:22.160 how much each team did. Then we could drill down and we have someone 465 00:32:22.200 --> 00:32:24.240 now. It used to be on the marketing, but then he moved into 466 00:32:24.279 --> 00:32:28.960 rap ups and they own it now and they look at everything and come up 467 00:32:29.000 --> 00:32:31.440 with insights and we use it for ourselves when we look at the campaigns, 468 00:32:31.440 --> 00:32:36.200 but we also look at the whole system as a company. So primarily revops 469 00:32:36.240 --> 00:32:37.519 is the one looking at it and you guys just kind of can if you 470 00:32:37.559 --> 00:32:40.279 want to. Or what? Is there any cadence to reviewing it? The 471 00:32:40.480 --> 00:32:45.319 wrap ups looks at it or every month and helps plan and you know, 472 00:32:45.400 --> 00:32:51.640 like, let's say we see less pipeline in let's say Mia. Why is 473 00:32:51.720 --> 00:32:53.720 that? where? Why is it lower? Is it a certain department? 474 00:32:53.759 --> 00:32:58.160 It is a certain person. So they do the very high level looking at 475 00:32:58.240 --> 00:33:00.200 it and we look at it as a go to Mike leadership team once a 476 00:33:00.240 --> 00:33:06.440 month, but then we also look at that specifically by department. So we 477 00:33:06.519 --> 00:33:08.160 use it a lot on the marketing side, but we use we use it 478 00:33:08.200 --> 00:33:14.319 mostly to loo cut how marketing campaigns compas compare against each other. We don't 479 00:33:14.359 --> 00:33:16.160 look at like everything else, and then once a month we look at everything 480 00:33:16.200 --> 00:33:20.680 together. WHO. Okay, that's a lot, but it's so good. 481 00:33:21.519 --> 00:33:25.640 So I really appreciate you going into detail on that. We had three pillars 482 00:33:25.720 --> 00:33:30.720 right. It was education, relationships and then extreme measurement. Measurements always matter 483 00:33:30.799 --> 00:33:37.000 to you. Clearly this system is something that's been developed with with extreme care 484 00:33:37.039 --> 00:33:39.960 and is really beneficial to you. Do you think anyone can do this right? 485 00:33:40.000 --> 00:33:43.680 Anyone could create a scoring system like this? Yes, anyone can do 486 00:33:43.720 --> 00:33:46.079 it, and it really starts with just the first thing would be getting a 487 00:33:46.079 --> 00:33:51.400 list of every potential touch point and starting to assign scores. Yeah, exactly. 488 00:33:51.880 --> 00:33:53.839 And then come back and listen to this podcast and using something to track 489 00:33:53.880 --> 00:33:57.799 your touches. You could be visible, could be demand based. We whatever 490 00:33:57.880 --> 00:34:00.000 you use to track your your touches. I think that's also important. You 491 00:34:00.079 --> 00:34:04.640 need something you can really build. That their cell. So you have to 492 00:34:04.640 --> 00:34:08.599 make sure all your attaches are we use like a comple or partner that you 493 00:34:08.639 --> 00:34:13.039 know. disclaimer. I invested in it was started by a branch employee, 494 00:34:13.079 --> 00:34:15.599 but that's how we track bd touches and how, you know, be these 495 00:34:15.679 --> 00:34:20.320 making intros. So you to make sure that everything is kind of like your 496 00:34:20.360 --> 00:34:24.119 touches are tracked and we use outreach track as the art touches. You need 497 00:34:24.159 --> 00:34:28.039 to make sure everything's tracked and all your touches are there and you bring them 498 00:34:28.079 --> 00:34:30.639 together into a system santastic sick. Well, Mada, thank you so much 499 00:34:30.719 --> 00:34:34.599 for taking time stopping by be tob growth. I know there's going to be 500 00:34:34.639 --> 00:34:37.480 people that are going to want to connect with you or stairs just continue to 501 00:34:37.480 --> 00:34:39.480 follow your work. What's the the best place for people to do that? 502 00:34:39.679 --> 00:34:44.480 Linkedin. I'm like, I use it a lot. I update things and 503 00:34:45.199 --> 00:34:49.960 yeah, find me. Mad I say, get that one linkedin and add 504 00:34:50.000 --> 00:34:54.679 me or follow me. Wonderful. I know we're trying to have conversations like 505 00:34:54.679 --> 00:34:58.480 this all the time on be to be growth. I love how we dove 506 00:34:58.559 --> 00:35:00.800 deep today on extreme measuremment. Think that's going to be really beneficial for our 507 00:35:00.840 --> 00:35:05.400 audience. If you aren't subscribed to the show yet, go ahead and do 508 00:35:05.440 --> 00:35:08.880 that on whatever your favorite podcast platform is, and we would really appreciate it. 509 00:35:08.880 --> 00:35:13.360 You can connect with me on Linkedin. Just Search Benjie Block. Talking 510 00:35:13.360 --> 00:35:15.599 about marketing, business in life all the time over there. Very active, 511 00:35:15.679 --> 00:35:20.039 just like Mada is Mada. Thank you for being here. Thank you so 512 00:35:20.119 --> 00:35:35.000 much, Benjie. Love that this well, if you enjoyed a day show, 513 00:35:35.119 --> 00:35:37.760 hit subscribe for more marketing goodness, and if you really enjoyed the day 514 00:35:37.840 --> 00:35:42.559 show, take a second to rate and review the podcast on the platform you're 515 00:35:42.599 --> 00:35:45.880 listening to it on right now. If you really really enjoyed this episode, 516 00:35:45.880 --> 00:35:50.079 share the love by texting you to a friend who would find it insightful. 517 00:35:50.119 --> 00:36:00.239 Thanks for listening and thanks for sharing our