#BestOf2019: Why Direct Mail Works So Well for ABM w/ James Gilbert

WEBVTT 1 00:00:05.360 --> 00:00:08.310 Hey there, this is James Carberry, founder of sweet fish media and one 2 00:00:08.310 --> 00:00:11.189 of the cohosts of this show. For the last year and a half I've 3 00:00:11.189 --> 00:00:14.990 been working on my very first book. In the book I share the three 4 00:00:15.029 --> 00:00:18.910 part framework we've used as the foundation for our growth. Here is sweetfish. 5 00:00:19.350 --> 00:00:22.620 Now there are lots of companies that everised a bunch of money and have grown 6 00:00:22.699 --> 00:00:25.579 insanely fast, and we featured a lot of them here on the show. 7 00:00:26.339 --> 00:00:30.579 We've decided to bootstrap our business, which usually equates to pretty slow growth, 8 00:00:31.100 --> 00:00:34.700 but using the strategy outlined in the book, we are on pace to be 9 00:00:34.859 --> 00:00:38.609 one of inks fastest growing companies in two thousand and twenty. The book is 10 00:00:38.729 --> 00:00:42.729 called content based networking, how to instantly connect with anyone you want to know. 11 00:00:43.250 --> 00:00:45.329 If you're a fan of audio books like me, you can find the 12 00:00:45.369 --> 00:00:48.369 book on audible, or if you like physical books, you can also find 13 00:00:48.409 --> 00:00:53.759 it on Amazon. Just search content based networking or James carberry CR be a 14 00:00:53.960 --> 00:00:58.280 ary in audible or Amazon and it should pop right up. All right, 15 00:00:58.439 --> 00:01:03.439 let's get into the show. Hey, everybody, Logan with sweetfish here, 16 00:01:03.560 --> 00:01:07.230 as we've been doing all month long. We continue our countdown today of the 17 00:01:07.310 --> 00:01:11.189 top twenty episodes of two thousand and nineteen. Today's episode, coming in in 18 00:01:11.510 --> 00:01:15.629 the top five, is a conversation within our ABM series with James Gilbert on 19 00:01:15.870 --> 00:01:23.299 some specific interesting strategies to use direct mail within your ABM campaigns to get more 20 00:01:23.459 --> 00:01:26.420 episodes. Coming up in the countdown. Make sure you're subscribe. I do 21 00:01:26.459 --> 00:01:30.180 the show in Apple podcast or wherever you do. You're listening. You can 22 00:01:30.219 --> 00:01:34.370 also check out the full list at Sweet Fish Mediacom blog. Just look for 23 00:01:34.530 --> 00:01:38.290 the Hashtag Best of two thousand and nineteen in the categories on the right hand 24 00:01:38.329 --> 00:01:42.969 side of that page. All right, everyone, I am Chris Rudy Group, 25 00:01:44.450 --> 00:01:49.040 the CEO of Sendosa. We're here on the BAB growth podcast interview. 26 00:01:49.400 --> 00:01:53.359 That this is the ABM series. I'm joined by James Gilbert Cloud Cherry. 27 00:01:53.799 --> 00:01:57.159 Welcome, James. Yeah, thank you, Chris. Appreciate the introduction. 28 00:01:57.519 --> 00:02:00.549 It's fun to be on this. Yeah, would love a little background maybe 29 00:02:01.310 --> 00:02:06.670 on what you do. Cloud Cherry made a little background there. Yeah, 30 00:02:06.709 --> 00:02:10.430 so I'm our global head of marketing and leading up our go to market strategy 31 00:02:10.550 --> 00:02:15.500 and we over the last six months we've been building a really robust template and 32 00:02:16.139 --> 00:02:21.580 execution plan for our account Bass Marketing. So we've brought on a series of 33 00:02:21.699 --> 00:02:27.139 technology partners to help us identify the right accounts and and then we use direct 34 00:02:27.259 --> 00:02:31.530 miles a huge component and channel to make sure that we keep those personalized touches 35 00:02:31.729 --> 00:02:36.490 live. Excellent. Could you give me a few examples of some some of 36 00:02:36.490 --> 00:02:39.770 your favorite direct mail sense? Yeah, you know, one of the first 37 00:02:39.810 --> 00:02:43.729 ones that we ever did, this is a little bit more unique. We 38 00:02:44.169 --> 00:02:50.159 bought a bunch of Amazon echoes and we wanted to send an Amazon Echo to 39 00:02:50.560 --> 00:02:54.599 some executive leaders that we were targeting. But we didn't want to just send 40 00:02:54.680 --> 00:02:58.439 them the echo and be like, how, here's an echo. We wanted 41 00:02:58.479 --> 00:03:01.430 to make a really first wise and one of the areas that we focus on 42 00:03:01.550 --> 00:03:07.909 with our product is predictive analytics. So we all spent a weekend and we 43 00:03:07.110 --> 00:03:15.259 preprogrammed the echoes with some unique questions that we asked and we gave a prompt 44 00:03:15.379 --> 00:03:21.500 card to the executive that said tell us, through cloud cherry is what's customer 45 00:03:21.620 --> 00:03:24.099 experience and why should it matter to me? And we prompted it. And 46 00:03:24.180 --> 00:03:29.169 you can do this all through the Amazon blueprints and we sent those out and, 47 00:03:29.530 --> 00:03:32.090 oh my gosh, there's a huge hit. That's probably one of my 48 00:03:32.250 --> 00:03:38.530 favorites because one of the calls to action on the prompt card was, you 49 00:03:38.650 --> 00:03:40.210 know, if this impressed you, would you be willing to give us a 50 00:03:40.250 --> 00:03:45.520 ten minutes of your time? And if they said yes, then what it 51 00:03:45.639 --> 00:03:51.439 did is it would actually link to the as calendar and book a meeting through 52 00:03:51.520 --> 00:03:57.030 the Amazon Echo. Wow, that is pretty epic. It was. It 53 00:03:57.189 --> 00:04:00.469 was pretty bad, one of the one of the coolest ones that that we've 54 00:04:00.550 --> 00:04:02.030 done, for sure, but there's a lot of good ones out there. 55 00:04:02.669 --> 00:04:06.870 That's awesome. It's so was just pretty orchestrated, where the a's were also 56 00:04:06.990 --> 00:04:12.099 fun, kind of following up at a timely manner after the delivery. Yeah, 57 00:04:12.099 --> 00:04:15.460 you know, it was. It was nice because it wasn't just marketing 58 00:04:15.500 --> 00:04:19.899 kind of doing this campaign. We had to have of specific insights to each 59 00:04:19.939 --> 00:04:24.220 one that they were reaching out to. So we didn't just willing nearly just 60 00:04:24.329 --> 00:04:28.970 send send them a piece and preprogram it. It was customized to each person 61 00:04:29.009 --> 00:04:31.889 that they sent it to, which that's the personal touch. The people really 62 00:04:31.970 --> 00:04:36.730 want to see as that you've done your homework. So we had eache tell 63 00:04:36.769 --> 00:04:42.480 us some very specific details about the company. The conversations that they've had with 64 00:04:42.560 --> 00:04:46.439 the account expat with with the executives and then we actually had them help us 65 00:04:46.560 --> 00:04:50.759 program them and then within the process, once they got booked on the booked 66 00:04:50.800 --> 00:04:55.670 with the calendar invite, the follow up was was pretty simple. Once the 67 00:04:56.269 --> 00:05:00.589 Amazon Echo got to their their company, and that's when we get notified. 68 00:05:00.670 --> 00:05:03.990 Be a sales force and we would obviously are a's would follow up just make 69 00:05:04.029 --> 00:05:06.779 sure they got it since they were already in a conversation. So them it 70 00:05:06.819 --> 00:05:12.459 made a really seamless yeah, that sounds awesome. Any piece of advice for 71 00:05:12.500 --> 00:05:15.300 anything that didn't go a hundred percent right that you kind of learned from to 72 00:05:15.860 --> 00:05:18.300 kind of do better the next time? Yeah, I mean, you're only 73 00:05:18.379 --> 00:05:21.250 you can only do these things and execute on them. Is as good as 74 00:05:21.329 --> 00:05:26.170 the data that you have. So I think that doing a little bit extra 75 00:05:26.410 --> 00:05:30.730 homework on making sure that you have addresses right, including you know, a 76 00:05:30.810 --> 00:05:32.410 lot of people are not going to say no if you if you reach out 77 00:05:32.449 --> 00:05:34.129 to them and she's like, Hey, you know, I'd really love to 78 00:05:34.170 --> 00:05:39.319 send you. I think you would you be willing to give me your guys 79 00:05:39.319 --> 00:05:43.199 as company address somewhere you're located because, especially if it's a big company, 80 00:05:43.639 --> 00:05:46.439 you can go out there and and find out, but there's some people have 81 00:05:46.560 --> 00:05:49.110 tons of locations and tons of headquarters, so you have to I think that's 82 00:05:49.110 --> 00:05:54.230 where a lot of people make mistake, is they go off of some of 83 00:05:54.230 --> 00:05:59.670 the technologies that enrich data and give kind of an address and they kind of 84 00:05:59.709 --> 00:06:01.550 go off of that and they send their direct mail campaigns out and they get 85 00:06:01.550 --> 00:06:04.420 all these returns and I think you got to do a little bit of homework 86 00:06:04.420 --> 00:06:08.899 up from to make sure that you do have a really good address. Yeah, 87 00:06:08.899 --> 00:06:13.779 I totally agree. For this campaign. was there other Omni channel like 88 00:06:14.779 --> 00:06:18.009 targeted ads, other kind of drip email campaigns? Was it a kind of 89 00:06:18.050 --> 00:06:24.449 a multi channel approach or was this just a direct mail approach? So this 90 00:06:24.730 --> 00:06:29.329 this particular campaign at the only other the only other channel that we used is 91 00:06:29.889 --> 00:06:33.600 we also found people that were not an executive, so they'd be more of 92 00:06:33.680 --> 00:06:40.560 your influencer and researchers, and we also sent them something as well as had 93 00:06:40.759 --> 00:06:44.160 like a nurture campaign, so we knew that we were going to be getting 94 00:06:44.199 --> 00:06:48.790 the expansion across the account, but the actual echo that we sent it was 95 00:06:49.350 --> 00:06:54.990 just a direct mailpiece but you know, when it comes to any channel, 96 00:06:54.990 --> 00:06:57.990 I think it's I think it's really important to what makes direct moll even more 97 00:06:58.029 --> 00:07:03.300 powerful is it's meant to be the personal touch of whatever additional efforts and activities 98 00:07:03.339 --> 00:07:09.379 that you're doing. You know, so when you're doing air cover with programmatic 99 00:07:09.420 --> 00:07:13.699 ads through you know, technology like demand based or terminus or whatever platform you 100 00:07:13.740 --> 00:07:17.370 might use, what essentially happens is you're providing that air cover so that it's 101 00:07:17.370 --> 00:07:23.569 visible online, but then in the conversation and with the direct my piece, 102 00:07:23.689 --> 00:07:27.810 that's the part that needs to be really, really personalized and and be specific 103 00:07:27.970 --> 00:07:32.360 to them, because I think that that's what gets the best return to that's 104 00:07:32.399 --> 00:07:38.480 just my opinion experience. Yeah, I would totally agree there. Are you 105 00:07:39.319 --> 00:07:44.199 executing on these direct mail campaigns or just with the still development team to or 106 00:07:44.279 --> 00:07:47.550 is this something that you've focused mainly on the count executives? No, we 107 00:07:47.629 --> 00:07:50.550 did. We do it with our SDRs as well. So they're they're heavily 108 00:07:50.589 --> 00:07:55.670 involves. So what will happen is if an SDR books a meeting with a 109 00:07:55.709 --> 00:07:59.980 particular person at a company, they're empowered to send a, I think, 110 00:08:00.060 --> 00:08:03.819 you know, hand written thank you know they're also empowered to make sure that 111 00:08:03.500 --> 00:08:07.500 if they want to send a gift that's from our swag store or the something 112 00:08:07.620 --> 00:08:11.660 unique that we have, we do that as well. So our SDRs are 113 00:08:11.779 --> 00:08:16.250 just as empowered as the s which is really important because if we're going to 114 00:08:16.290 --> 00:08:20.769 foster a relationship with them, we need to make sure that the SDRs are 115 00:08:20.889 --> 00:08:26.129 fostering the relationship and can seamlessly handed over to the AE without any real corals. 116 00:08:26.449 --> 00:08:30.360 Yeah, that makes total sense. What about your your Customer Success Team 117 00:08:30.399 --> 00:08:33.399 Post Sales? Do you see that there's an opportunity there as well, especially 118 00:08:33.480 --> 00:08:37.360 with kind of with account based marketing and wanting to land and expand? Do 119 00:08:37.440 --> 00:08:41.230 you have a separate team that's focused on kind of the expansion, or the 120 00:08:41.389 --> 00:08:48.350 CSM's also doing that? Yes, we do our customer success team. Upon 121 00:08:48.230 --> 00:08:52.389 them becoming a customer, we send a gift, gift basket and that gift 122 00:08:52.470 --> 00:08:56.980 basket includes some things that are clad cherry branded, but then they're also things 123 00:08:58.059 --> 00:09:03.580 that are just useful in nature. And then the process that we have within 124 00:09:03.740 --> 00:09:07.860 marketing is we help the customer success team continue to nurture and, once we 125 00:09:07.940 --> 00:09:13.490 continue to nurture for those prospects through expansion. Actually will we have certain points 126 00:09:13.490 --> 00:09:18.529 in which we send out thank you letters, we send out specific gifts that 127 00:09:18.570 --> 00:09:22.090 are related to where they're at and their implementation and where they're at and just 128 00:09:22.250 --> 00:09:28.960 the overall journey with us, because it's a long road for us because customer 129 00:09:28.000 --> 00:09:33.200 experience, it takes it takes a lot of organizational alignment and we know that 130 00:09:33.399 --> 00:09:39.429 it takes a lot of people involved that are outside of the typical functions that 131 00:09:39.549 --> 00:09:43.230 lead it as so we also know that those those other departments and those other 132 00:09:43.350 --> 00:09:48.110 functions, they have to be sold on it. So we're utilizing those touch 133 00:09:48.269 --> 00:09:52.580 points as as a way for us to just help them make it a little 134 00:09:52.580 --> 00:09:58.379 easier. Great. And as the head of global marketing, you know, 135 00:09:58.419 --> 00:10:01.700 I know you're overseeing a lot of different things. Do you have a dedicated 136 00:10:01.779 --> 00:10:07.929 account based marketer or who's owning kind of the direct mail initiatives? A Cloud 137 00:10:07.929 --> 00:10:11.809 Cherry? Yeah, so we don't necessarily have a specific person that owns the 138 00:10:11.889 --> 00:10:16.529 full process. You know, I know a lot of people don't like marketing 139 00:10:16.570 --> 00:10:20.759 by committee, but when it comes to direct mail campaigns, and especially ones 140 00:10:20.799 --> 00:10:26.120 that we want to do that are really unique and cause a buzz, you 141 00:10:26.200 --> 00:10:28.399 know, we have a whiteboard meeting and we have the whole marketing department and 142 00:10:28.559 --> 00:10:33.000 the cells cells department come in and we talk through, you know, what 143 00:10:33.120 --> 00:10:37.789 are some things that we think cause some buzz and we just kind of wine 144 00:10:37.870 --> 00:10:43.070 item those and then the managers and the senior managers within marketing ultimately make the 145 00:10:43.110 --> 00:10:46.389 decision on which ones we should go forward with based on some research that they 146 00:10:46.389 --> 00:10:52.179 also do. For example, you know, stranger things and you know avengers 147 00:10:52.220 --> 00:10:56.860 has been a really, really big kind of pop culture thing in the last 148 00:10:56.899 --> 00:11:01.019 six seven months, and so some of our direct mail campaigns are going to 149 00:11:01.100 --> 00:11:05.570 be very, very specific around those. You know, we're creating like a 150 00:11:05.769 --> 00:11:11.250 comic book that's customer experience, that's tailored to customer experience that we're going to 151 00:11:11.289 --> 00:11:15.690 be setting up with our direct mail campaigns. And so that's that's kind of 152 00:11:15.730 --> 00:11:18.360 the approach that we take. Is We don't necessarily do marketing by committee, 153 00:11:18.399 --> 00:11:22.440 but we certainly allow insight to come from outside the marketing department. Yeah, 154 00:11:22.440 --> 00:11:26.840 I think that's a great piece, is that creativity can come from a lot 155 00:11:26.879 --> 00:11:31.200 of different areas and then having getting help execute on it just makes everything runs 156 00:11:31.240 --> 00:11:35.110 me there. So I know you spent a little bit of your early days, 157 00:11:35.509 --> 00:11:39.990 heck, Cloud Harry, on the marketing out side. I assume you 158 00:11:41.070 --> 00:11:45.070 know run ports, looking at Roi, all that good stuff. So we'd 159 00:11:45.110 --> 00:11:48.139 love to kind of pick your brain in terms of how you look at the 160 00:11:48.379 --> 00:11:52.419 Roi, at data around direct bail and what you've seen work well for you. 161 00:11:54.179 --> 00:11:58.980 Yeah, that's a great question and you're right. Being from marketing outside, 162 00:11:58.019 --> 00:12:01.570 I'm a very analytical person who comes to being data driven. So every 163 00:12:01.610 --> 00:12:05.649 single channel that we use within our marketing or in cells for that matter, 164 00:12:07.129 --> 00:12:11.210 is tracked. And you know how how we typically do that? Like we 165 00:12:11.570 --> 00:12:16.639 use attribution, an attribution company called visible, and that allows us to tie 166 00:12:16.080 --> 00:12:20.720 some of these direct mail campaign specifically to campaigns and sales force and a contacts 167 00:12:20.799 --> 00:12:26.039 and cells force that we send those two and then we essentially can run those 168 00:12:26.080 --> 00:12:30.190 reports against certain channels to see which ones are influencing and making the big simpact 169 00:12:30.269 --> 00:12:35.070 on revenue. And direct mail is one of the one of the primary channels. 170 00:12:35.110 --> 00:12:37.230 It's in it's in our top five channels and when you when you think 171 00:12:37.230 --> 00:12:43.470 about that to fifteen years ago direct mail being a channel, it's almost not 172 00:12:43.590 --> 00:12:46.500 even heard of and it's manything good comeback, and I think one of the 173 00:12:46.539 --> 00:12:50.299 reasons why it's making a comeback is again all around the fact that people want 174 00:12:50.340 --> 00:12:56.899 more of a human and personal touch with their interactions with businesses. Because, 175 00:12:56.259 --> 00:13:00.570 Chris, I'm sure you can relate to this being a CEO, but you, 176 00:13:00.929 --> 00:13:05.210 you as well as many of many of us other executives, probably get 177 00:13:05.570 --> 00:13:09.610 thousands of emails every week. So, yeah, hitching something right. And 178 00:13:11.730 --> 00:13:15.799 or how about Lias, where you don't even know the person, you're sending 179 00:13:15.840 --> 00:13:22.639 them a specific cells pitch right? People want more personal touches where you've done 180 00:13:22.679 --> 00:13:28.389 your homework and or try to make the interaction and relationship with them, and 181 00:13:28.429 --> 00:13:33.669 I think direct mail really allows companies to bring that back and I think it's 182 00:13:33.669 --> 00:13:37.070 something that a lot of people are missing very cool. So I know you 183 00:13:37.789 --> 00:13:41.500 know your title is Global Marketing, so I imagine you guys are doing stuff 184 00:13:41.500 --> 00:13:48.740 overseas as well. Have you experimented with direct mail and MIA or a pack 185 00:13:48.860 --> 00:13:52.620 yet, or have most of your ideosuative been domestic care based in the US? 186 00:13:54.500 --> 00:13:58.450 No, we definitely have, and it's a totally different market over there. 187 00:13:58.529 --> 00:14:01.210 You have to be very careful with what you send over there. You're 188 00:14:01.210 --> 00:14:05.490 not typically allowed to send packages, but you are allowed to send like a 189 00:14:07.049 --> 00:14:11.159 thank you note or a personalized card that you've hand written. Those kinds of 190 00:14:11.200 --> 00:14:18.440 things can definitely be done over there. It's even difficult to reward people with 191 00:14:18.799 --> 00:14:22.759 with gifts, and even customers that we have over there, we sometimes can 192 00:14:22.919 --> 00:14:26.230 even deliver a gift to a customer that we have. So you have to 193 00:14:26.269 --> 00:14:28.710 treat it in a different way and you have to be a lot more creative. 194 00:14:30.309 --> 00:14:35.029 So we have our our a's and our SDRs over there. They're they're 195 00:14:35.070 --> 00:14:41.139 consistently sending handwritten notes all the time to their prospects and I would say in 196 00:14:41.340 --> 00:14:46.100 some cases that that that's enough over there. So that's that's primarily what we've 197 00:14:46.139 --> 00:14:52.820 been learning is is the handwritten note goes a lot further than than nothing at 198 00:14:52.860 --> 00:14:58.289 all. Yeah, one thing we're seeing over there that's interesting is the more 199 00:14:58.330 --> 00:15:05.009 of spending the F extra creativity and extra expense on creating really customized, unique 200 00:15:05.169 --> 00:15:09.840 boxes like, for example, a box that looks like a laptop, it 201 00:15:09.000 --> 00:15:13.399 opens up and plays a video where there's no monetary value, but the creative 202 00:15:13.399 --> 00:15:18.200 experience that comes from it kind of wows that the prospect of the customers. 203 00:15:18.320 --> 00:15:24.110 So I think there's certain industries as well where, if you get more creative 204 00:15:24.309 --> 00:15:28.669 with the the box and the form factor and the messaging, you don't always 205 00:15:28.669 --> 00:15:33.710 need to have some kind of gift attached to it. So true, that's 206 00:15:33.750 --> 00:15:37.059 very true. You're talking about the ones that have like the the video that 207 00:15:37.100 --> 00:15:41.019 plays automatically when you open it up and those kinds of things. I love 208 00:15:41.139 --> 00:15:43.500 those. Yeah, exactly. Already seen one that's like a box that looks 209 00:15:43.500 --> 00:15:48.860 like a phone that plays a video or a brief case that kind of folds 210 00:15:48.899 --> 00:15:54.049 out into this really cool looking like diagram thing. So there's a bunch of 211 00:15:54.049 --> 00:15:58.129 different ways you can get creative with the box itself that will kind of break 212 00:15:58.210 --> 00:16:00.929 through that noise and, you know, show that prospect of that customer that 213 00:16:02.090 --> 00:16:06.600 you've taken the extra effort to kind of personalize that direct mail experience for them. 214 00:16:06.639 --> 00:16:10.600 Yeah, it's interesting because I had a conversation with the director of marketing 215 00:16:10.679 --> 00:16:14.000 over at you two crowd this last week and one of the things that he 216 00:16:14.159 --> 00:16:15.480 was showing me some of the direct mail campaigns that they're doing here in North 217 00:16:15.480 --> 00:16:21.230 America with the Piniontogram. I mean, I don't know why but I that 218 00:16:21.429 --> 00:16:23.629 just was a was a coot to me. I think it's really a matter 219 00:16:23.669 --> 00:16:29.149 of just it doesn't matter what you send if it's sent in a really creative 220 00:16:29.190 --> 00:16:32.669 way. And I think all of that has to do with the delivery. 221 00:16:32.980 --> 00:16:36.620 Do you just send something with with no way of it really tying to them, 222 00:16:37.019 --> 00:16:40.460 it's probably not going to turn out well. If you have a really 223 00:16:40.500 --> 00:16:44.379 good delivery and a good message behind it, that's what I think leaves lasting 224 00:16:44.460 --> 00:16:48.570 impression, definitely, and I think along with that orchestrating that so that then 225 00:16:48.690 --> 00:16:52.409 the next touch point or the previous touch point, whether it's an automated one 226 00:16:52.409 --> 00:16:57.929 or whether it's sales taking over or sales actually sending with marketing, just providing 227 00:16:59.210 --> 00:17:03.679 the direct mail kind of platformer or components for that, is also a key 228 00:17:03.759 --> 00:17:08.079 component so that there's consistency and it's not just sent in, you know, 229 00:17:08.599 --> 00:17:11.799 weighted on, but it's, you know, very methodically followed up with. 230 00:17:12.359 --> 00:17:18.349 Yeah, exactly what else you doing? Anything else in ABM that's exciting for 231 00:17:18.430 --> 00:17:22.789 you, or any other tools or platforms that you've, you know, seen 232 00:17:22.869 --> 00:17:26.150 work well in an abium strategy? Yeah, I mean I kind of mentioned 233 00:17:26.230 --> 00:17:30.059 this earlier. We have terminus and demand base that we used for our programmatic 234 00:17:30.099 --> 00:17:34.380 ads, and we're using demand based kind of personalize the website and then we're 235 00:17:34.380 --> 00:17:40.740 using drift to kind of keep the customization on the website. Visit where we're 236 00:17:40.819 --> 00:17:44.569 doing welcome messages with our ABM. But we kind of take it another step 237 00:17:44.690 --> 00:17:49.609 further because we know that in some cases you can't totally personalize the experience with 238 00:17:49.890 --> 00:17:56.289 everybody, but you certainly can buy vertical and we have enough data with our 239 00:17:56.369 --> 00:18:00.599 text stack to identify what vertical somebody might be coming in from from their Ip. 240 00:18:02.279 --> 00:18:07.559 So we'll actually customize a specific playbook and tool kit around those things and 241 00:18:07.759 --> 00:18:11.359 that tool kit will come up with like nine assets that they can go through 242 00:18:11.559 --> 00:18:17.990 that helps them get organizational alignment, helps them prove the Rli of customer experience 243 00:18:18.710 --> 00:18:22.069 and that kind of stuff is really really worked well for us. And then 244 00:18:22.109 --> 00:18:25.910 when we have the as nest yrs just give that personal touch with it, 245 00:18:26.069 --> 00:18:29.339 with the direct mailpiece, it kind of just brings it to full fruition. 246 00:18:29.500 --> 00:18:33.019 That look, we've done our homework and we're going to do everything we can 247 00:18:33.099 --> 00:18:37.259 do empower those companies but more importantly than ever, we're trying to drink our 248 00:18:37.259 --> 00:18:41.180 own could and that's to make sure that we provide had a good experience for 249 00:18:41.259 --> 00:18:45.089 everybody, because I think for a long time ABM has been kind of a 250 00:18:45.170 --> 00:18:49.210 buzz word and you know, you're constantly talking about you know how you do 251 00:18:49.369 --> 00:18:53.450 ABM, and I think people tend to forget that really what ABM is is 252 00:18:55.170 --> 00:19:02.279 just some more targeted and personal marketing effort and when you take out the buzz 253 00:19:02.279 --> 00:19:04.640 word, I think that that you can you can take more of an ABM 254 00:19:04.720 --> 00:19:08.039 approach and it's on the account. I think a lot of people get hung 255 00:19:08.119 --> 00:19:12.109 up on that, on that particular phrase ABM, because they just they think, 256 00:19:12.190 --> 00:19:14.589 oh my gosh, well, how do I do it, and it 257 00:19:14.710 --> 00:19:17.750 takes so much, so much time. It really doesn't. It's just a 258 00:19:17.789 --> 00:19:21.390 matter of identifying, you know where your focus is, what your go to 259 00:19:21.509 --> 00:19:26.700 marker strategy is, and then making sure that your technology and your people and 260 00:19:26.819 --> 00:19:32.779 your processes can match that totally. Or James, a run up on time 261 00:19:32.980 --> 00:19:36.259 here. So I think if I had to take kind of three takeaways here 262 00:19:36.339 --> 00:19:41.009 from the conversation, I think one personalization. It seems like that has been 263 00:19:41.170 --> 00:19:44.690 an amazing part of your success with these campaigns. Is just, you know, 264 00:19:44.849 --> 00:19:48.289 focused on the personalization. It sounds like the second piece data day to 265 00:19:48.289 --> 00:19:52.450 day to day to whether it's the data for sending, the data for, 266 00:19:52.960 --> 00:19:56.359 you know, other types of personalization, but having a strong data strategy is 267 00:19:56.400 --> 00:20:00.240 key. And then lastly, you know, kind of empowering the sales team 268 00:20:00.240 --> 00:20:06.400 and working together with the sales team on these direct mail campaigns is another key 269 00:20:06.599 --> 00:20:11.029 part of the success. Yeah, it's been fun. I've thoroughly enjoyed helping 270 00:20:11.190 --> 00:20:17.349 build an ABM model and I think that we're seeing the fruits of the of 271 00:20:17.470 --> 00:20:22.019 the Labor. Happened a lot faster than we anticipated and it's just it's just 272 00:20:22.220 --> 00:20:25.859 a lot I think it's a fun Er way to new marketing. To be 273 00:20:25.980 --> 00:20:27.619 honest with you, I love it. Well, Hey, James, thanks 274 00:20:27.619 --> 00:20:33.460 again for being on the B tob growth podcast and look forward to contain the 275 00:20:33.500 --> 00:20:37.049 conversation offline. Yeah, thanks, Chris, thanks for having me. Appreciate 276 00:20:37.049 --> 00:20:44.210 it all right. Thank you. Hey, everybody, Logan with sweetfish here. 277 00:20:44.490 --> 00:20:47.849 If you're a regular listener of BB growth, you know that I'm one 278 00:20:47.890 --> 00:20:51.039 of the cohosts of this show, but you may not know that I also 279 00:20:51.160 --> 00:20:53.079 head up the sales team here. Is sweetfish. So, for those of 280 00:20:53.160 --> 00:20:56.599 you in sales or sales ops, I wanted to take a second to share 281 00:20:56.680 --> 00:21:02.400 something that's made us insanely more efficient lately. Our team has been using lead 282 00:21:02.440 --> 00:21:06.349 Iq for the past few months and what used to take us four hours gathering 283 00:21:06.509 --> 00:21:11.190 contact data now takes us only one. We're seventy five percent more efficient. 284 00:21:11.470 --> 00:21:15.710 We're able to move faster without bound prospecting and organizing our campaigns is so much 285 00:21:15.710 --> 00:21:21.019 easier than before. I'd highly suggest you guys check out lead Iq as well. 286 00:21:21.380 --> 00:21:25.819 You can check them out at lead iyeqcom. That's Elle, a d 287 00:21:26.380 --> iqcom.